Latest / Success Story with Scott Clary / Guest Podcast: Mastering Content Creation (Escaping The Drift)

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Guest Podcast: Mastering Content Creation (Escaping The Drift) · Success Story with Scott Clary

• 0:00
  Today, you're going to hear me on escaping the drift with John Gafford.
• 0:03
  Make sure you subscribe on YouTube or go listen wherever you get your podcasts.
• 0:18
  Nobody was talking about him five days ago.
• 0:20
  Yeah.
• 0:20
  And now everybody's talking about him, which I think is funny.
• 0:23
  I think it's no one Ben Shapiro's on there saying the election
• 0:27
  was proof we know a commercial's like that.
• 0:29
  That might be a little bit of a stretch.
• 0:31
  But dude, everybody's talking about this, which is wild.
• 0:38
  And now escaping the drift.
• 0:40
  The show designed to get you from where you are to where you want to be.
• 0:43
  I'm John Gafford and I have a knack for getting extraordinary
• 0:46
  achievers to drop their secrets to help you on a path to greatness.
• 0:50
  So stop drifting along, escape the drift, and it's time to start right now.
• 0:54
  Back again, back again for another.
• 0:58
  The quiet, not the quiet storm, it's the podcast that gets you
• 1:02
  from where you are to where you want to be.
• 1:03
  It's escaping the drift.
• 1:04
  And today people in the studio, you know, again,
• 1:09
  awesome when you have a big event here in town.
• 1:12
  One of the advantages of living in Vegas is I can get these big speakers man
• 1:15
  that go to these big events and they come in here.
• 1:18
  So drop knowledge on you for like an hour and in studio today,
• 1:23
  we got a cat.
• 1:24
  Kind of a big deal, kind of a big deal, I'll say.
• 1:28
  He is the host of the success factory podcast.
• 1:31
  Has a massive newsletter, massive online following,
• 1:34
  has done incredible things in the world of business
• 1:37
  from having large exits to continue to be an investor of things.
• 1:42
  And this is a dude that definitely has some tips
• 1:45
  that's going to get you from where you are to where you want to be.
• 1:47
  Ladies and gents, welcome to studio.
• 1:49
  This is Scott Clary.
• 1:50
  Let's go on.
• 1:51
  How's it going John?
• 1:52
  Dude, how are you man?
• 1:53
  Yeah, Vegas is a fun city to live in because then you get everybody coming
• 1:56
  through for events.
• 1:57
  That's smart.
• 1:58
  Easy city to live in.
• 1:59
  Very so that's why I moved to Miami.
• 2:00
  Is it?
• 2:01
  Yeah.
• 2:01
  See, I was going to move to to come to come
• 2:03
  a washing up.
• 2:04
  Getting with them.
• 2:04
  I would say you're not going to get.
• 2:06
  No, I'm not going to go on.
• 2:07
  Yeah, that's a joke.
• 2:08
  I wasn't really going to do that.
• 2:09
  But no, so you're in town this weekend speaking at Todd Alts event.
• 2:12
  Yeah, that's gone 360.
• 2:14
  By the time you hear this, it will have gone.
• 2:15
  But you can hopefully check it out next year.
• 2:18
  And what capacity are you speaking for Todd?
• 2:21
  What are you talking about?
• 2:23
  So I'm doing a panel with my better half, Gina.
• 2:26
  Sean Kelly is on that panel.
• 2:27
  He's a mutual friend too.
• 2:29
  We're speaking about content, influencer marketing,
• 2:32
  building a personal brand, sort of the playbook that we've deployed
• 2:35
  because I have a good following.
• 2:36
  I have a good podcast.
• 2:37
  But newsletter, like you mentioned,
• 2:39
  my better half, she built a company called My Therapist says.
• 2:44
  So different demo than me.
• 2:45
  But they have about 8.2 million on their main account.
• 2:48
  Whoa, they've been doing this for 11 years
• 2:49
  and they create memes.
• 2:51
  So she's going to talk about sort of her structure and framework
• 2:53
  for creating culturally relevant viral content.
• 2:56
  And Sean built a massive podcast too.
• 2:58
  Yeah, it's funny.
• 2:59
  Sean, we talked about this before we came on.
• 3:02
  Sean's podcast.
• 3:03
  If you haven't checked it out, digital social,
• 3:04
  I will great.
• 3:05
  And Sean's just a machine.
• 3:06
  Like the dude, yeah, I talked to him the other night.
• 3:09
  And he did 23 podcasts in one day.
• 3:12
  I don't understand it.
• 3:13
  I was just like, I mean, look,
• 3:16
  I mean, it's hard enough for me to be interested
• 3:18
  in anything for like a hour.
• 3:20
  And so it's like, I just don't get how he does.
• 3:23
  I wouldn't recommend if you're if you're
• 3:24
  getting into the game of creating content.
• 3:26
  I wouldn't look at Sean as this is what I have to do to start.
• 3:29
  Yeah, because you're going to, first of all,
• 3:32
  or content creators, what Sean does is already fucking crazy.
• 3:35
  Yeah.
• 3:35
  Like nobody does it at that level with that many shows.
• 3:38
  And I think that if you're just getting started,
• 3:39
  I mean, that's not a good, that's not a good avatar to look up to.
• 3:42
  I think that you want to just start with something
• 3:43
  that's going to, you know, not burn you out in the first month.
• 3:46
  Yeah.
• 3:47
  So, you know, props to Sean for doing that.
• 3:49
  I love his work ethic and his hustle,
• 3:52
  but that's not reality for most creators.
• 3:54
  Most creators should figure out a process
• 3:56
  that they can do repeatedly for the next 10 years
• 3:59
  and keep in mind to like Sean's main thing is his podcast.
• 4:01
  My main thing is my podcast too.
• 4:03
  And I do three episodes a week.
• 4:04
  You do three drops.
• 4:05
  So yeah, are they all guest drops?
• 4:07
  No, sometimes they are.
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  But I do for sure two guest drops.
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  And then sometimes I'll do a solo.
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  And I think this is also a good lesson
• 4:15
  in terms of like content creation.
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  Like I always test new things.
• 4:18
  So yeah, sure, guest drops are great.
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  And interviews are a lot of fun.
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  And I love them probably the same reason you love them.
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  But I'll also test sort of like 10 to 15 minute
• 4:29
  pick a topic that I know is going to resonate
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  and I have a process for testing
• 4:32
  which topics resonate with my audience
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  and then do like a 10 to 15 minute
• 4:36
  or even like a 30 minute episode, solo episode on that.
• 4:39
  I've also done solo episodes on founder stories.
• 4:42
  So I mean, I've done episodes on like Bernard Arno
• 4:44
  from LVMH and shit like that.
• 4:46
  I saw one of your founder stories.
• 4:48
  I saw, you know, now that I think about it, I saw,
• 4:50
  I saw you did, but I keep testing them.
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  And then I'm looking at listening to everything.
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  And then I'm looking at how many people like that
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  versus an interview.
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  So yeah, you just keep testing.
• 4:58
  I do. I love that.
• 4:58
  I love that founder series you did.
• 5:00
  I saw one is now that you say that.
• 5:02
  I saw one because like to me,
• 5:04
  the greatest media thing that's been created
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  in the last 20 years was a series
• 5:10
  that the history channel did.
• 5:12
  The men that built America.
• 5:13
  Yeah, fucking great.
• 5:14
  If you haven't seen that dude,
• 5:16
  stop watching this right now and go watch that.
• 5:19
  Cause that is like, I try.
• 5:22
  It's a jaw dropping America.
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  Like how you go into the history of it's crazy.
• 5:27
  And also I found that, listen,
• 5:30
  when you do like a soul, when you do an interview,
• 5:33
  there's an art to an interview.
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  And there's an art to pulling out lessons
• 5:36
  and wisdom from somebody.
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  But when you can do like an insane amount of research
• 5:40
  ahead of time on, pick a big historical figure.
• 5:44
  And really like go into the weeds of what they did.
• 5:46
  There's going to be a level of granularity there
• 5:48
  that you just can't get in a,
• 5:50
  in a hour long interview with somebody.
• 5:52
  Yeah.
• 5:52
  You know, not Sam Walton there.
• 5:54
  Yeah, I don't know.
• 5:55
  No, cause you know, it's funny.
• 5:56
  Cause our drops here, we do what a guest a week.
• 5:58
  So I'll do it.
• 5:59
  The guest comes out on Tuesday.
• 6:00
  And on Thursday, we do the weekly drop
• 6:03
  is what it's called.
• 6:03
  It's like a sub podcast of this,
• 6:06
  which is exactly that's me.
• 6:07
  It's me 10 or 15 minutes.
• 6:08
  And normally what it winds up being
• 6:11
  is through the course of doing this interview today.
• 6:14
  You and I are going to hit on some sort of a subject
• 6:16
  at some point, we'll figure it out eventually.
• 6:18
  Yeah, then I'm going to think if it's,
• 6:20
  well, fuck with time, but we're going to get some check
• 6:23
  that I think deserves a little bit more delving into.
• 6:26
  Or something will happen in the media cycle this week.
• 6:29
  Like I got to tell you, we'll talk about this
• 6:31
  because I love this.
• 6:32
  And this is probably be irrelevant
• 6:33
  because the media cycle is so fast by the time
• 6:35
  that comes up, but I'll probably use these clips at a time.
• 6:39
  I'm definitely talking about the Jaguar thing this week.
• 6:41
  But not for the reason you think,
• 6:43
  not for the reason you think.
• 6:44
  I think it's fucking brilliant.
• 6:45
  Everybody's hating on it.
• 6:47
  And because you're going to appreciate this
• 6:49
  because you'd love to go granular
• 6:50
  with light founders, right?
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  If you just, as soon as I saw it,
• 6:55
  it reminded me of something instantly.
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  How do you?
• 6:57
  34, 34, you're not going to remember this.
• 7:00
  Tell me what it is.
• 7:01
  In 1985, Coca-Cola had a genius idea.
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  They were doing taste tests all around the United States.
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  Coca-Cola was.
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  And they were losing taste test to Pepsi.
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  So they said, okay.
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  And Pepsi was advertising this like crazy
• 7:15
  that liked all these blind taste tests.
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  People were choosing Pepsi.
• 7:18
  They were choosing Pepsi.
• 7:19
  They were choosing Pepsi.
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  But they're being put on by Coca-Cola.
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  No, no, no, no, no.
• 7:22
  Pepsi was doing this.
• 7:23
  So Coca-Cola comes out and says,
• 7:27
  here's what we're doing.
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  We're coming out with new Coke.
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  We're changing our formulation for the first time
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  in 100 years or whatever it was.
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  We're going to add more, well,
• 7:36
  I guess I took the cocaine out at some point.
• 7:39
  It's not before 1985.
• 7:42
  Well, the indies were a wild time.
• 7:43
  I don't know what to tell you,
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  but they took the cocaine out at some point earlier than that.
• 7:48
  But they were going to add more sugar to it, right?
• 7:50
  So add more sugar.
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  And then they came out with new Coke.
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  And everybody hated it.
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  They fucking hated it.
• 7:58
  But everybody was talking about it.
• 7:59
  And then after about six months of this disaster of new Coke,
• 8:04
  they formulated and came back out with Coke classic.
• 8:07
  Yeah.
• 8:08
  So now you can get the old stuff again.
• 8:10
  And dude, the sales went through the roof.
• 8:14
  So think about it.
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  Before two days ago, or three days ago,
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  whenever it was and this disaster ad came out,
• 8:21
  who was talking about Jaguar?
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  No one.
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  No one.
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  Who's talking about him now?
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  Everyone.
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  Everyone.
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  So now you have this opportunity for Jaguar to write this disaster of,
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  because you know, they say,
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  doesn't matter if you're talking good or talking bad,
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  is when they stop talking, you got a problem.
• 8:37
  And they had stopped talking about Jaguar,
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  but they got to find a way to capitalize on it.
• 8:40
  Because or else what's going to happen is you're going to get a lot of buzz
• 8:43
  and people aren't going to convert.
• 8:45
  But I think you're going to start seeing now.
• 8:46
  Now if I'm Jaguar, what I do is I take this disaster of a campaign and this new thing
• 8:51
  and I start bringing back the classic stuff.
• 8:55
  I think within within a year, you're going to start to see,
• 8:57
  let's go back to the XK.
• 8:58
  Let's bring out a new XK to celebrate our heritage.
• 9:03
  Not that would be smart.
• 9:04
  It would be super smart.
• 9:05
  And when it happens and when it happens,
• 9:08
  I don't know this is sad.
• 9:09
  Maybe they're just, you know what you got to do, by the way.
• 9:11
  What's that?
• 9:11
  When you do a podcast and you talk about like the future,
• 9:15
  you have to be like super,
• 9:16
  you have to, you have to just have these like super prolific ideas and thoughts
• 9:19
  and you say them with 100% certainty.
• 9:21
  And then you can clip it in a year from now.
• 9:23
  But then all the shit that you say that doesn't work,
• 9:26
  you just, you just delete it.
• 9:27
  Okay, so here we are.
• 9:29
  RV does this all the time.
• 9:29
  For sure, I respect RV a lot.
• 9:32
  But he says a lot of shit.
• 9:33
  And then he'll clip the stuff that went right.
• 9:35
  It's like what is this gambling,
• 9:37
  this gambling hotlines back in the day
• 9:39
  where you would pay like a hundred dollars
• 9:40
  as you would call it.
• 9:41
  Half the colors would get this game.
• 9:43
  Half the colors would get the other other way.
• 9:45
  Yeah, so 50% time we're always right.
• 9:47
  Yeah, just keep working.
• 9:48
  It looks like a fucking genius, dude.
• 9:49
  Yeah, that was dude, that was the hustle.
• 9:52
  So yeah, but anyway, so that's what's going to happen is
• 9:54
  you're going to see Jaguar use this negative press.
• 9:56
  They're going to revert back to the classic Jaguar.
• 9:59
  Everything and they're going to be sort of relevant again.
• 10:02
  That's what I would do because they had to do something.
• 10:04
  Right now everyone ate some.
• 10:06
  Fuck it.
• 10:06
  And porous porous is they just put out an ad
• 10:09
  not calling out Jaguar, but saying like,
• 10:12
  if we were, I think it was, I can't do a lippa.
• 10:15
  It was with one big celebrity,
• 10:16
  but basically you're saying like,
• 10:17
  if I was going to direct a porous commercial,
• 10:20
  this is what I would do.
• 10:21
  And it's that's the commercial.
• 10:22
  It's heard just basically reinforcing
• 10:24
  all the porous of values.
• 10:26
  Like that's what they're doing in the commercial
• 10:28
  and basically taking like a subtle stab at like,
• 10:30
  don't fuck with a good thing.
• 10:31
  Yeah, don't fuck with the classic.
• 10:32
  If they do that, what you're talking about to be smart, though.
• 10:35
  Nobody was talking about them five days ago.
• 10:37
  Yeah.
• 10:37
  And now everybody's talking about them,
• 10:39
  which I think is funny.
• 10:40
  I think it's, no one benched Shapiro's
• 10:43
  and they're saying the election was proof we know
• 10:45
  in commercials like that.
• 10:46
  That might be a little bit of a stretch.
• 10:48
  But dude, everybody's talking about this, which is wild.
• 10:51
  I mean, it'll be interesting to see how long
• 10:54
  it dominates the news cycle,
• 10:55
  because I mean, nothing dominates the news cycle very long.
• 10:58
  It'll be forgotten soon.
• 10:59
  Yeah, I think.
• 11:00
  But I mean, it's more impressions
• 11:01
  and it's more eyeballs in the garden again,
• 11:02
  like you mentioned in the past.
• 11:04
  Well, let's back out, dude, because obviously,
• 11:07
  you know, I like to get the origin story
• 11:09
  on everybody that's highly successful
• 11:10
  that comes through here.
• 11:11
  Because I like to know, you know,
• 11:13
  it's a science experiment.
• 11:14
  Is it nature?
• 11:15
  Is it nurture?
• 11:16
  What happened to you?
• 11:17
  So tell me about early you, dude.
• 11:19
  Like give me the early you.
• 11:20
  The early me grew up in a family of like sort of comfort
• 11:26
  and predictability.
• 11:28
  My dad worked for the government in Canada.
• 11:30
  I worked for Ceasus, so he was doing counterterrorism
• 11:33
  and intelligence, which is a very cool job.
• 11:35
  But I mean, it was still a nine to five government job.
• 11:37
  So entrepreneurship working with, I mean, tech startup,
• 11:42
  that wasn't really where I came from.
• 11:44
  But I think that so your podcast is called
• 11:47
  Escaping the Drift.
• 11:48
  I think that you're obviously very entrepreneurial,
• 11:52
  but there's a lot of people that were, you know,
• 11:55
  parents and grandparents that found a lot of comfort
• 11:59
  in a nine to five W2.
• 12:01
  And I think that our generation is realizing very quickly
• 12:06
  and as did I, that W2s are not going to be the way
• 12:11
  that we're going to really secure our freedom.
• 12:12
  And we're not going to be able to retire.
• 12:13
  We're not going to be able to live like the life
• 12:14
  that we really want to live.
• 12:16
  And this sounds a little bit like a talk track
• 12:19
  that you share quite a bit.
• 12:20
  But if you actually think about what our parents
• 12:21
  and grandparents went through and the pensions
• 12:24
  that they were receiving and the comfort
• 12:26
  and the security that they had from their jobs,
• 12:29
  I don't think many people can get that kind of comfort
• 12:31
  and security anymore.
• 12:32
  Doesn't exist.
• 12:33
  Yeah, you don't see big pensions being flown around.
• 12:35
  No, exactly.
• 12:36
  Well, I've said a government employees
• 12:37
  and how long that's going to last now.
• 12:40
  Exactly.
• 12:40
  So early age, I was like, shit, how much money
• 12:44
  do I have to have in a bucket?
• 12:45
  And now my views of retirement have changed.
• 12:47
  But early stage was like, how much money
• 12:49
  do I have to have in a bucket if I want to retire at 65?
• 12:52
  Because I'm not going to be getting a pension
• 12:53
  from wherever I'm working.
• 12:54
  And it was a lot of money.
• 12:55
  You start to do the math and you're like, well,
• 12:56
  if I'm only making X amount of dollars working in 95
• 12:59
  in this company, that's really not going to get that bucket
• 13:02
  of money that I really want to live a good life
• 13:03
  until I die at 100, 120 got willing, right?
• 13:07
  So it was really a very logical decision
• 13:10
  to move away from traditional nine to five
• 13:13
  as quickly as possible.
• 13:14
  I started working in tech.
• 13:16
  One of the companies I was working at was acquired.
• 13:18
  That sort of opened my eyes to acquisition
• 13:21
  and private equity because of a good exit.
• 13:23
  The guy made a lot of money to founder, made a lot of money.
• 13:25
  And then it was a light bulb moment.
• 13:27
  I just need to, I need to find a way to get a piece of a company
• 13:30
  or to build something that can eventually be acquired.
• 13:32
  And that was sort of the rabbit hole that I went down.
• 13:35
  And then since then, I've worked in a variety of different startups.
• 13:38
  One was acquired five years ago.
• 13:40
  It was a broadcast software startup
• 13:41
  as acquired by Crafts Valley.
• 13:43
  I've done the fractional CRO stuff.
• 13:46
  I've worked full time as co-founder CRO.
• 13:50
  So I just duck around the startup universe
• 13:52
  and that sort of led me into what my content is right now,
• 13:57
  which is speaking to entrepreneurs, talking to entrepreneurs.
• 14:02
  Anything that is about entrepreneurship,
• 14:06
  building from zero, that stuff really interests me.
• 14:09
  Because I think that is, I think that is people's path to freedom.
• 14:15
  It's finding a way to build something from scratch,
• 14:18
  build something that you own.
• 14:19
  And I think that that's something that everybody should at least.
• 14:23
  If it's not something they jump into at first,
• 14:25
  which I don't think is smart,
• 14:26
  they should at least start to understand that
• 14:29
  the future proof themselves from being laid off,
• 14:34
  from not having a pension,
• 14:36
  from understanding the companies
• 14:38
  don't really give a shit about you at the end of the day.
• 14:40
  So I sort of just champion entrepreneurship as much as possible.
• 14:44
  No, I agree.
• 14:45
  I think my views of the W2 employee and all of that stuff
• 14:49
  are very similar though to my views on college, right?
• 14:53
  I don't give this blanket like this is a bad thing.
• 14:56
  I don't give it a blank.
• 14:57
  Like people say, oh, all the college is stupid guys.
• 15:00
  College is a scam, all that stuff.
• 15:02
  I don't subscribe to that because I don't know either.
• 15:04
  Is that genuinely believed that number one,
• 15:06
  college is a scam.
• 15:08
  If you go get a liberal arts degree
• 15:10
  in indigenous people studies on the impact it has on theater.
• 15:14
  Okay, yeah, you're an idiot.
• 15:17
  You got scammed.
• 15:18
  You're going to be a barista.
• 15:18
  I get that.
• 15:19
  You get a school for a finance or a county degree.
• 15:21
  You're learning the language of business.
• 15:23
  There's something to that.
• 15:25
  You go get a lot of agree.
• 15:26
  There's something to that.
• 15:28
  You become a doctor or something to that.
• 15:30
  It depends on what you get there.
• 15:31
  But more than that, I think it's a great place
• 15:36
  to teach you how to grow up.
• 15:38
  It's where you learn to be an adult.
• 15:40
  Yeah.
• 15:41
  If anything else, it's where you really learn to be an adult.
• 15:42
  And I think it's so funny because I was talking to the other day about this where I went
• 15:48
  to an event in Orange County and it was a bunch of pro athletes and a bunch of money managers
• 15:53
  and private office people.
• 15:55
  And Eric Redd was up there who was a professional basketball player and he was with Metta World
• 16:00
  Peace and they were doing a panel and he said, how many of you guys are getting ready
• 16:04
  to retire from whatever league you're in?
• 16:06
  Or you think you're going to be out of your league soon because there was a bunch of athletes
• 16:09
  there, a bunch of hands went up and he's like, the first thing you need to get is a fucking
• 16:13
  shrink.
• 16:14
  He's like, because from the day that somebody first told you you were special, whatever
• 16:18
  you do sports wise, you stopped growing as a person.
• 16:22
  So if that was 13, you're 13 right now with millions of dollars, which is why you're
• 16:28
  all going to be fucking broke.
• 16:30
  And I think we're seeing that a little bit in the new economy, the modern economy, the
• 16:36
  crypto, you know, slot machine that is running all the time, but none of that shit is entrepreneurship
• 16:42
  in my mind.
• 16:43
  Like I mean, like there's like, bullshit entrepreneurship, yeah, it's gambling.
• 16:46
  But then there's like real like, okay, so you went to you went to college, you went to
• 16:50
  university, you got your degree, yeah, smart.
• 16:53
  Now you've grown up a little bit and now you go into the, because keep in mind, we can't
• 16:57
  assume that everybody just jumps into building their own thing or jumps into startup land
• 17:03
  right away.
• 17:04
  Because it's not what the majority of people do, the majority of people go out after college
• 17:08
  and get a job.
• 17:09
  Yeah.
• 17:10
  What I'm saying is great now figure out how to future proof yourself so that not only does
• 17:17
  your earning power increase exponentially, if you find a way to productize your skill set
• 17:23
  or you built, I mean, is a value to the world and you take that to market at some point
• 17:27
  in your career.
• 17:28
  I'm saying that eventually the thing that you're doing right now, there will be a ceiling
• 17:31
  on it or you'll be made redundant.
• 17:33
  And that's all I'm saying.
• 17:34
  So I don't think that, I think the point that I'm trying to make is, if you're going
• 17:38
  into a job looking at it to take care of your rest of your life, probably not, but you
• 17:41
  need to look at that as a continuation of your education.
• 17:44
  Correct.
• 17:45
  What is this company doing right that I can learn that I can apply to something else?
• 17:47
  And I fast forwarded through my entire sort of origin story, but there was like about
• 17:54
  how many years at what, 10, this years of like working for companies before then starting
• 18:00
  to figure out how to do my own thing.
• 18:02
  And like even like the, the podcast I create now in the newsletter and how I monetize
• 18:06
  that, that's a business ended up itself, right?
• 18:08
  That is a full business that I've started from scratch.
• 18:10
  So I think that, I think that the goal is, and there's a strategy behind why I started
• 18:14
  the podcast as opposed to starting just a business.
• 18:16
  I wanted to build a media asset like a launch business is against in the future once you
• 18:21
  have the audience.
• 18:22
  But yes, I think, and there's other versions of entrepreneurship, you'd be working
• 18:25
  a nine to five and then find a way to take the skill set that you've learned in your
• 18:29
  nine to five and then do it freelance or side hustle.
• 18:32
  So you have your nine to five and then you, you know, you take on clients five to nine
• 18:35
  and all of a sudden, you have so many clients that you can now turn yourself into an agency
• 18:39
  or some sort of service provider doing that thing that you're actually doing in your nine
• 18:43
  to five as a full-time entrepreneurship.
• 18:45
  I agree with you.
• 18:46
  I think the difference is people all get lumped into entrepreneurship.
• 18:49
  Saying you're an entrepreneur is the new I'm a rock star, which is it is.
• 18:52
  Yes, right.
• 18:53
  These guys that are running the, you know, the shit coin, the meme coin casinos.
• 19:00
  My differential, my line is, if you're not creating something, if you're playing a zero
• 19:04
  of some game work, the only way for you to win is somebody else to lose, which all of
• 19:07
  that is.
• 19:08
  You can't, you can't rake hard on a crypto and somebody loses that's not our
• 19:12
  entrepreneurship.
• 19:13
  That's speculating.
• 19:14
  Yeah.
• 19:15
  That's pure, you're gambling that point.
• 19:16
  You're not building anything.
• 19:17
  Which I get.
• 19:18
  And I think that, yeah, having those jobs to learn how to build something is effective.
• 19:21
  But I also think that people make the mistake of thinking that I love when people are
• 19:26
  like, ah, I want an entrepreneurship, I want a company so I can make my own hours.
• 19:30
  Yeah.
• 19:31
  Yeah.
• 19:32
  Good luck.
• 19:33
  Yeah.
• 19:34
  I've never worked more.
• 19:35
  Yeah.
• 19:36
  I've never worked more than when you build your own thing.
• 19:37
  You won't.
• 19:38
  So I think that you should define what entrepreneurship is and what it isn't.
• 19:41
  It's not, it's not just extracting value from the world.
• 19:44
  It's giving as much value as possible.
• 19:46
  I think that a great version of entrepreneurship is to take the thing that you know better
• 19:52
  than anything anyone else.
• 19:54
  Maybe it's because you've worked in a company for 10, 15, 20 years.
• 19:58
  You find a pain point that you've discovered through working in that industry for the past
• 20:03
  15 or 20 years and then you build a product or service around that that solves that pain
• 20:06
  point.
• 20:07
  Statistically, that's going to be the highest chance of you succeeding as a quote unquote
• 20:11
  entrepreneur.
• 20:12
  Ultimately, the definition of an entrepreneur has to be, you are finding ways to solve
• 20:18
  pain points while simultaneously giving value to the world.
• 20:20
  Yeah.
• 20:21
  If you're not giving value, if you're just extracting, like you said, a zero sum game,
• 20:25
  you're not, first of all, there's going to be a ceiling because you cannot just extract
• 20:29
  from the world unlimited value you have to do, you do have to give value.
• 20:33
  And secondly, it's going to have a very short life, whatever thing you're building.
• 20:38
  I don't deal with a lot of crypto entrepreneurs.
• 20:41
  I deal with people that are trying to build like real companies that are solving.
• 20:43
  Well, let's move into the brand building.
• 20:45
  Let's talk about that because obviously it's so important.
• 20:49
  When you started your podcast, was that the first thing you really started on brand?
• 20:55
  Was that the hinge point?
• 20:56
  Was that the first thing?
• 20:57
  Yeah.
• 20:58
  All right.
• 20:59
  So when you first started it, what were your goals for it?
• 21:00
  What did you think it was going to entail?
• 21:02
  So it's funny because when I started it, I didn't really know where it was going to
• 21:06
  go.
• 21:07
  When I started it, I was still building a company and I was CRO at a company that was a broadcast
• 21:14
  software company.
• 21:15
  It was acquired.
• 21:17
  And my day-to-day was building out a sales team, building out a marketing team, helping
• 21:21
  take this product to market.
• 21:22
  So a lot of the first conversations I had were just following my passion of building
• 21:28
  up sales and marketing organizations within companies.
• 21:32
  And I would speak to CROs and CMOs and talk about sales and marketing strategy.
• 21:36
  So the first version of the podcast was really just me having conversations with people
• 21:40
  that were teaching me things about what I was doing in my day-to-day.
• 21:44
  And it was at that point in my life, it was my interest.
• 21:46
  And then as it grows and expands, then after the acquisition, I realized that there's
• 21:52
  a lot of other things that I'm interested in.
• 21:54
  So I started to have a lot of other people on the podcast.
• 21:56
  Now I start talking about raising money, mindset, mental health, physical health, all the
• 22:04
  things that I think are now important to me.
• 22:06
  So the journey of the podcast and the topics that I've brought onto the podcast really emulate
• 22:10
  where I'm at in my life and what I'm curious about.
• 22:14
  And I think that having some curiosity, some almost selfish curiosity in the topics you
• 22:20
  cover is key to creating content long-term.
• 22:24
  Because if you are creating content that you're not interested in, I feel like eventually
• 22:27
  you will burn out.
• 22:28
  Now you asked me what was the purpose of it.
• 22:30
  So after the acquisition, I realized that okay, I started to build just a little bit of
• 22:33
  momentum with this audience.
• 22:35
  I have a couple listeners now.
• 22:37
  So what am I going to do with it?
• 22:39
  And I could have launched a product or service immediately against that audience.
• 22:43
  I was fortunate that I didn't really have to worry too much about money at that point.
• 22:47
  And in my mind, I thought, let's, you know, copy paste the GaryVee model.
• 22:52
  The GaryVee model is give everything away for free.
• 22:55
  Yeah, a bunch.
• 22:56
  Exactly.
• 22:57
  Build an audience.
• 22:58
  And then in the future, you can use that audience for whatever you'd like to use them for.
• 23:02
  If I want to sell a product or service, now I have a million eyeballs that are ready
• 23:07
  and waiting for whatever I talk to them about.
• 23:09
  If I want to just monetize with ads, I can do that.
• 23:12
  If I want to, I thought about this a lot.
• 23:13
  I think this is the future of content creation.
• 23:15
  I think that creators should find startups whose product aligns with their audience and
• 23:21
  then start to take small equity positions in those startups and then use their channel,
• 23:26
  their audience as sort of a take to market strategy for that early stage startups product.
• 23:30
  If there's that alignment between the product and the audience avatar, and the reason I think
• 23:34
  that's smart is because then the creator can focus on creating and not becoming an operator
• 23:39
  in a business.
• 23:40
  They can just find a way to, again, leverage other assets.
• 23:43
  Yeah.
• 23:44
  So, answer your question at around the two, because I started the podcast before the company
• 23:49
  was acquired.
• 23:50
  So I started about two years before at the point of the acquisition.
• 23:55
  That's when the style of content shifted slightly away from just your sales and marketing
• 24:00
  topics.
• 24:02
  And then I thought, yes, jab, jab punch, put out a ton of value, great content that I'm
• 24:07
  interested in, speak to people that would teach me something because I know there's
• 24:10
  a lot of me's in the world that would love to learn from incredible entrepreneurs.
• 24:14
  And then when I have critical mass of the audience, then I can figure out what I'd like
• 24:18
  to do with it.
• 24:19
  And that was really, that was the goal.
• 24:20
  And the goal is to do something also that I can do for the next 100 years of my life.
• 24:25
  So when I look at a podcast, I'm not building it to be acquired.
• 24:28
  I'm building it because it's something that I enjoy and it's something that I can launch
• 24:32
  a product against it today in 10 years and 20 years from now, but I'll always keep building
• 24:36
  that audience.
• 24:37
  Yeah, it's funny.
• 24:38
  We started this show as it was me and two of my buddies that, you know, we got the bar
• 24:44
  hangout, whatever it was.
• 24:45
  People like you shoot the shit.
• 24:46
  You guys were like, like the people around us was like, you guys were fucking hilarious.
• 24:50
  And so one day it was like, dude, we should just do a podcast and then it just started
• 24:53
  as a good, you know, reason to get together with my buddies in here and just shoot shit
• 24:57
  about nonsense.
• 24:58
  And I missed those days because those shows were really fun.
• 25:01
  Yeah.
• 25:02
  And then you start to evolve.
• 25:03
  So then you have to figure out, okay, now this is becoming a little bit more serious.
• 25:06
  I'm putting some money into it.
• 25:07
  It was a energy into it.
• 25:09
  Okay.
• 25:10
  So now I got to figure out how do I bring the most value to the audience?
• 25:13
  Who is the avatar that's actually listening to my show?
• 25:15
  What do they care about?
• 25:17
  How do I structure an interview so I can sort of break down the site, you know, break
• 25:22
  down the stress of meeting somebody for the first time where they have their guard up
• 25:26
  and they really don't want to get too personal.
• 25:27
  How do I break that down and then find a way to really pull some, like, you know, great
• 25:31
  insights that can help the audience that whoever's listening, who's, and I create my
• 25:36
  podcast, like I really create my podcast for me 10 years ago, kind of like how you're writing
• 25:40
  your book.
• 25:41
  So I create my podcast because I know that there's people in the audience that are struggling
• 25:45
  to figure out what to do with their life, are wondering if they're on the right path,
• 25:48
  the right journey.
• 25:49
  And the goal of my show now is to find some awesome entrepreneur, some great founder, some
• 25:55
  great CEO and say, hey, listen, I want you to teach the ups and downs, the highs and
• 26:00
  lows, the bullshit that you've gone through.
• 26:01
  So whoever's listening feels that sense of comfort that whatever they're doing or whatever
• 26:06
  they're trying to figure out, they don't have to reinvent the wheel.
• 26:09
  People have already been through all this bullshit before.
• 26:11
  So just like sort of keep on keeping on and keep on going.
• 26:14
  I think that's probably how my shows evolve.
• 26:16
  So it wasn't this structured, perfectly architected thing.
• 26:22
  It was just, by the way, I think most content and the best creators don't have this perfectly
• 26:28
  structured plan at the beginning.
• 26:30
  They just enjoy what they're doing, which is why they can do it for an extended period
• 26:35
  of time.
• 26:36
  Well, it's funny.
• 26:37
  What do they say?
• 26:38
  Nine out of 10 podcasts never get past episode two or something.
• 26:41
  It's why I don't even know the numbers anymore.
• 26:43
  It's insane.
• 26:44
  But yeah, if you've released 10 episodes, you're in like the top one percent.
• 26:49
  Yeah.
• 26:50
  So, okay.
• 26:51
  So rule number one, I tell people it's all the time.
• 26:52
  If you're going to do a podcast, don't tell anyone about it until you have seven episodes
• 26:59
  in the can.
• 27:01
  Because if you, because too, if you don't have seven episodes done, ready to go, chances
• 27:06
  of getting to the eighth one are very slim, because a lot of people do this once or twice
• 27:11
  and then they're like, I wonder a podcast and the lights come on, they're like, well,
• 27:15
  they don't realize that you just have to gotta be yourself.
• 27:17
  People fuck up a lot of content creation because they get excited about it.
• 27:22
  And this is not just podcasting.
• 27:23
  We could be posting on Instagram, posting on YouTube, writing, you know, tweets, you know,
• 27:29
  three times a day, but whatever it is, people get super excited about it.
• 27:33
  They start and then real life hits, it's kind of like the gym in January, real life hits,
• 27:38
  and then they get distracted and then they don't, they realize it, shit, I'm not making
• 27:42
  a lot of money on this thing in the first week, which is, bro, you should have figured,
• 27:47
  you should have had the force.
• 27:48
  I think for that out before you press, press, publish, but then all of a sudden, that motivation
• 27:54
  and that reason why they started fizzles out and then they, are you good?
• 27:57
  I'm going to sneeze.
• 27:58
  Yeah.
• 27:59
  Look at the light.
• 28:00
  Do I look at the light?
• 28:01
  Yeah.
• 28:02
  That's not adding that out.
• 28:05
  That's going to stay there.
• 28:06
  Joe Rogan, man, we keep it real.
• 28:08
  That's a trick to get you to, yeah, I was trying not to sneeze, not like in, in do sit
• 28:15
  more like when you know, but when you have it, like, you started to get like pepper in
• 28:19
  here.
• 28:20
  Just got to get rid of it, dude.
• 28:21
  This makes me, but I think that's the biggest issue.
• 28:23
  I think the people, I think the people at the wrong expectations going into content
• 28:26
  creation, they expect too much to quit.
• 28:28
  Well, let's talk about that.
• 28:29
  Let's talk about that.
• 28:30
  So let's say I'm, I'm, I'm Bill in Indiana.
• 28:33
  Yeah.
• 28:34
  Sorry, Bill.
• 28:35
  I do create a podcast.
• 28:36
  So what should bills?
• 28:37
  I'm curious what your expectations are for timeline to being able to make anything out
• 28:42
  of this.
• 28:43
  Yeah.
• 28:44
  Well, first of all, you can't eat.
• 28:46
  So I want you to, I want you to listen to what I'm saying.
• 28:49
  I would do if I needed to monetize this as quickly as possible because when I started
• 28:54
  doing it, it was a lot of fun for me, but I wasn't focused on the quickest path to
• 28:57
  revenue, which is not, it's not necessarily smart.
• 29:01
  It is what it is.
• 29:02
  I had my set of circumstances when I started my show, not everybody's circumstances.
• 29:05
  Sure.
• 29:06
  So let's make the assumption that you don't just want to because you should find a way
• 29:11
  to monetize it and take it as seriously as possible as quickly as possible.
• 29:14
  I think that's very important because most people don't have, most people don't have
• 29:18
  the will to keep it going for a long period of time without making money or having some
• 29:21
  sort of business outcome from this podcast.
• 29:23
  Well, it's worse as people don't understand.
• 29:25
  There's a marketing budget that goes with this.
• 29:27
  Like these things don't grow, these things don't grow organically like you think they
• 29:30
  would.
• 29:31
  You're not going to throw it up there and think that your mom's going to share it with
• 29:34
  her knitting group and everybody's podcast is probably one of the hardest things I've
• 29:36
  ever had to grow.
• 29:37
  Yeah, you've got to promote.
• 29:38
  Yes.
• 29:39
  Cost money to make this go.
• 29:40
  And this is also why I mean, you do video, I do video as well.
• 29:43
  I just built out a studio because I wanted to, I wanted to index on and rank on YouTube,
• 29:49
  which is, I mean, that's the second largest search engine in the world outside of Google.
• 29:53
  But outside of that, if you just do audio, nobody sees it.
• 29:56
  There's no organic reach.
• 29:57
  Yes.
• 29:58
  So answer your question.
• 29:59
  To start, figure out your objective, your north star for the podcast.
• 30:04
  So if you're just podcasting the podcast, unless you have the financial means to do it, it's
• 30:09
  going to turn into a very expensive hobby very quickly and a very time consuming hobby.
• 30:13
  So I would say that you should figure out how the podcast helps your business objectives,
• 30:18
  whatever that may be.
• 30:19
  Or the business trip.
• 30:20
  Yes.
• 30:21
  Correct.
• 30:22
  So I started a podcast outside of the business that I was in for most people.
• 30:25
  That's not smart.
• 30:26
  People, they should start a podcast that supports the business that they're in, meaning that the
• 30:30
  interviews that you have or the subject matter that you capture or the questions that you
• 30:33
  ask are questions that your customers are asking.
• 30:38
  Because that means that the content that you're creating is going to turn into content that
• 30:42
  is actually going to be actively answering questions that your customers care about.
• 30:45
  More importantly, I'll take one step further like is, you know, we're in the real estate business
• 30:48
  here.
• 30:49
  It's what we do.
• 30:50
  And I tell realtors all the time, all the time, if you're going to start a podcast, go
• 30:55
  after your clients, your existing clients that have businesses and have them on to promote
• 31:01
  their businesses.
• 31:03
  Because so often, you know, I mean, you can walk out the front door of any business and
• 31:07
  hit a real tour with the seven iron and just about a direction.
• 31:09
  There's millions of us, right?
• 31:11
  But at the same time, if you're bringing someone on and trying to help their business, you're
• 31:17
  not going to have to ask for their business when they, when it comes down.
• 31:19
  So this is the second, this is the second part of it.
• 31:22
  So not only is the content answering questions for your target customer, that if you do interview
• 31:26
  style, which I think is also a smart play, if you're using it for a business objective,
• 31:30
  that hour where you're sitting with somebody, that hour is a relationship building, report,
• 31:36
  building hour.
• 31:37
  For sure.
• 31:38
  So not only is it, is it, are you using it strategically to create content?
• 31:41
  You are also actively building rapport with somebody who could be a customer.
• 31:45
  So I think that's also a very smart strategy to use, I mean, I laugh because, yes, I mean,
• 31:51
  one of the main reasons for me doing this is to build the network, right?
• 31:55
  And there are times, and here's a fun fact for the old podcast, there's times when you
• 31:59
  sit with people for an hour, and in an hour, you're like, I don't really like this person.
• 32:03
  I'm just like, you were doing great, we're doing great Scott, I'm not on your time, but
• 32:08
  I'm no shit.
• 32:09
  I mean, can you honestly not say that's not true?
• 32:10
  No, it's very true.
• 32:11
  It's very true.
• 32:12
  I mean, just funny because sometimes, because now I, now I guess like my brand is podcast,
• 32:20
  that's my brand right now.
• 32:21
  That's all I really fucking do.
• 32:22
  So everybody knows me as a podcaster, which means like, even when I get asked to speak,
• 32:25
  it's not keynote anymore.
• 32:26
  You know, it is.
• 32:27
  It's like moderate a panel on stage.
• 32:29
  Yeah.
• 32:30
  You're a fucking good moderate.
• 32:31
  You're a great moderator.
• 32:32
  Scott, this one wants you to go moderator.
• 32:34
  But yeah, it's funny.
• 32:36
  So sometimes when I get asked to go into the people shows, they always ask me like,
• 32:40
  who's your worst interview?
• 32:42
  I'll never answer.
• 32:44
  But damn straight, I have like a couple of people that pop up in my head and I'm like,
• 32:49
  well, the worst man, like, here's the thing.
• 32:53
  So back to monetizing, like the way you monetize a podcast in my view, if there's other
• 32:57
  ways you tell me, but obviously in building that, you want to capture the audience,
• 33:00
  best you can through a mailing list and all of those things, which is why we ask you
• 33:03
  guys to subscribe to the nut newsletters and all of those things.
• 33:07
  But then there's also, you know, if you're listening to this now on any of our great
• 33:10
  podcast partners, you're hearing ads.
• 33:12
  Obviously we get paid for those as they come up, you're hearing that right now.
• 33:16
  And then there's of course, when guests come on, there's something to sell, there's
• 33:19
  affiliate stuff.
• 33:20
  Sometimes we can make money that way.
• 33:22
  And then there's the paid guest, which is the, the infotainment, which is part of this,
• 33:27
  right?
• 33:28
  Because you'll have people who call up that really want to come on, that want to,
• 33:30
  want to leverage your audience and you've got to charge them sometimes.
• 33:32
  Come on.
• 33:33
  Scott did not pay to be heard.
• 33:34
  By the way, like Scott's business, he's, he paid nothing to be heard today.
• 33:37
  Just want to clarify that.
• 33:39
  But it happens occasionally, but the problem with the paid guests and I'm guessing you
• 33:42
  have paid guests sometimes to us.
• 33:44
  I've, I've probably done about five or six rarely.
• 33:47
  Okay.
• 33:48
  Because I hate them.
• 33:49
  I hate them too.
• 33:50
  Because here's why because it turns into an infomercial.
• 33:52
  Yeah.
• 33:53
  And there was a dude one time that my booker booked me and he was selling some really complicated
• 33:58
  water system by some crazy water system for some state municipalities and he paid to
• 34:05
  come on and I'm like, going through this and I'm like, dude, this is reading like a science
• 34:10
  manual.
• 34:11
  This is terrible.
• 34:12
  I'm saying, hey, man, I'm going to give you your money back because I'm not hearing
• 34:15
  this at all.
• 34:16
  Yeah.
• 34:17
  Because it just would be terrible.
• 34:18
  Yeah.
• 34:19
  And it hurts, it hurts the show.
• 34:20
  Yeah.
• 34:21
  I'll give you all the footage you want and you can, you can have that.
• 34:22
  And there you go.
• 34:23
  Yeah.
• 34:24
  I think that.
• 34:25
  So that's why that's why I think that tying the podcast back to your business and having
• 34:29
  a product that you sell is the smartest reason why you should start a podcast.
• 34:32
  Yeah.
• 34:33
  So have a product or service that's lined up with the audience.
• 34:36
  This is some of that, but is this some of the like what Alex Jones was selling like
• 34:39
  the violence or whatever he was selling on well, Joe Rogan was selling, uh, uh, uh,
• 34:44
  what was it on it?
• 34:45
  Or the trope.
• 34:46
  Yeah, but how you got Joe Rogan's like with it and in shape and like a UFC, dude.
• 34:50
  Oh, well, that's okay.
• 34:51
  So Alex Jones is going to share some sufferance too.
• 34:54
  So yeah.
• 34:55
  So it doesn't go with the brand.
• 34:56
  You got it.
• 34:57
  You got to figure out.
• 34:58
  You got to figure out what actually makes sense.
• 34:59
  You want to sell a chunky bar?
• 35:00
  I might buy one.
• 35:01
  You look like you don't read through that bullshit.
• 35:03
  Yeah.
• 35:04
  It's so new.
• 35:05
  When you actually like my best advertisers, yeah.
• 35:09
  And again, I don't have my own product, but if I did, I'd have to make sure that it fits,
• 35:13
  right?
• 35:14
  It actually fits.
• 35:15
  I'm thinking about different things that I can launch, I'm thinking about like, like
• 35:18
  products like how to build a podcast that fits.
• 35:21
  I've done it.
• 35:22
  It fits.
• 35:23
  Right.
• 35:24
  If I was promoting something that I've never used before, people smell through that
• 35:26
  BS all day and it's really not going to make a quick buck, but then it ruins the trust
• 35:30
  with the audience.
• 35:31
  So all the advertisers that work long term with me, they're all products I use.
• 35:34
  Yeah.
• 35:35
  So like I mean, like I've worked with HubSpot for three years now, I've worked with
• 35:39
  in great affiliate program with HubSpot, I mean, these are tools, it doesn't matter that
• 35:45
  they're software.
• 35:46
  They're tools that I actually use on a day-to-day for my actual business.
• 35:49
  So it makes a lot of sense because I can talk about why they actually help me and why they
• 35:52
  didn't make my life less stressful on a day-to-day.
• 35:55
  But yeah, I mean, if you're going to pick a product, if you're going to build a podcast,
• 35:58
  tie it back to whatever you're selling, make sure that it just syncs up because if you
• 36:01
  don't, you're going to run trust.
• 36:03
  I would never promote a product I don't use in this next segment brought to you by Vagia
• 36:07
  Cell.
• 36:08
  Absolutely.
• 36:09
  Just kidding.
• 36:10
  No, not to it.
• 36:11
  No, but you have to.
• 36:12
  And I think that's the issue is I think about a lot that's seen from the social network
• 36:17
  when they're trying to sell ads on the early Facebook and I'm like, no, we can't sell
• 36:20
  ads.
• 36:21
  We don't know what it is yet.
• 36:22
  Like there's such a fine line of when and how you monetize.
• 36:27
  So yes, correct.
• 36:29
  If you have a product that is aligned with your audience, then I don't see an issue with
• 36:33
  monetizing early on.
• 36:35
  If it's actually something that helps your audience and solves the problem your audience
• 36:38
  has.
• 36:39
  So for example, if I'm starting a podcast on real estate and I am a real estate agent and
• 36:47
  somebody reaches out to me and say, hey, can you list my house?
• 36:49
  Okay.
• 36:50
  Go for it.
• 36:51
  That's kind of what I'm doing yet.
• 36:52
  I'm starting a podcast on the creator economy and I have a course teaching people how to
• 36:56
  get their first thousand followers on Instagram.
• 36:59
  No problem because I've done it.
• 37:00
  Hopefully, hopefully you've actually done it yourself.
• 37:02
  It's a precursor for selling it.
• 37:04
  But then the content aligns with that.
• 37:06
  But if you are, for example, trying to monetize through ads for not completely off products
• 37:15
  but like adjacent products, say like, for example, you start a podcast and you get an option
• 37:21
  to sell athletic greens and it's a business podcast.
• 37:24
  There's a place for it.
• 37:26
  But it's not right.
• 37:27
  Let's say, don't worry about monetizing too quickly.
• 37:30
  Don't inundate your audience with ads.
• 37:32
  A.G.1 now.
• 37:33
  No longer.
• 37:34
  A.G.1.
• 37:35
  That's true.
• 37:36
  I know the CEO actually rebranded to A.G.1.
• 37:38
  They do a lot of podcasts as...
• 37:39
  Did you know what's crazy?
• 37:40
  The CEO of now A.G.1.
• 37:41
  Do you know where I know her from?
• 37:42
  No.
• 37:43
  She's a hooters girl.
• 37:44
  Actually?
• 37:45
  Oh shit.
• 37:46
  Did you know her?
• 37:47
  I did not.
• 37:48
  Wait back a million years ago.
• 37:49
  Yes, I did.
• 37:50
  I don't know her story.
• 37:51
  I haven't had her on a show yet.
• 37:52
  Yeah, yeah.
• 37:53
  She's great.
• 37:54
  She's great.
• 37:56
  But she built an incredible...
• 37:58
  No, well, she was...
• 37:59
  No, no, no, no, no.
• 38:00
  She was...
• 38:01
  She was the CEO at Cinebon.
• 38:03
  Cinebon got bought by private equity.
• 38:04
  And then I thought a green's just hired her as CEO.
• 38:06
  She not found her there.
• 38:08
  She just took it over as CEO.
• 38:09
  Okay.
• 38:10
  I don't know the rebrand.
• 38:11
  I don't know the story.
• 38:12
  Yeah.
• 38:13
  It means catch.
• 38:14
  She's great.
• 38:15
  So, there you go.
• 38:16
  See?
• 38:17
  Yeah.
• 38:18
  Now that I say that out loud, I probably should.
• 38:19
  Yeah.
• 38:20
  Right?
• 38:21
  That's very cool.
• 38:22
  That's very cool.
• 38:23
  Yeah.
• 38:24
  I mean, it's the same as like somebody starting their career as like a bottle service girl
• 38:31
  or like...
• 38:32
  Well, you start somewhere.
• 38:33
  Well, you know, bottle service girls have to end up in real estate if there's something
• 38:36
  they do end up in real estate.
• 38:37
  I think when you apply at the way it like the clubs, you just have to say on the bottom
• 38:40
  of it.
• 38:41
  Yes, I agree.
• 38:42
  To get a real estate license.
• 38:43
  Yeah.
• 38:44
  I agree.
• 38:45
  I agree right now to get that license later.
• 38:47
  I mean, look, dude, if you can get somebody to buy a, you know, $3,000 ball of vodka.
• 38:51
  Yeah.
• 38:52
  Hey, man.
• 38:53
  You can probably sell house.
• 38:54
  Oh, boy, you can now forget what we're talking about because now we're talking about bottle
• 38:59
  girls.
• 39:00
  We're talking about...
• 39:01
  I know it's a distraction, right?
• 39:02
  We're talking about...
• 39:03
  We're in Vegas.
• 39:04
  No.
• 39:05
  Yeah, we are.
• 39:06
  No, we're talking about when to monetize.
• 39:07
  Yes.
• 39:08
  And I think it's after you've established credibility in the market.
• 39:12
  I think that it's...
• 39:13
  I think that when you're talking about ad-based sales, I think you have to establish credibility
• 39:17
  and trust first.
• 39:18
  I think it's a little bit different than a product-based sale where you can sell immediately.
• 39:22
  If I have a product or service on around Facebook ads or if I have a high ticket consulting
• 39:27
  offer or like a done-for-you service or a physical good or a software, I mean, you have to...
• 39:34
  You sell it right away to the audience that needs it.
• 39:37
  But when you are selling ads, you are selling based on trust and trust takes time.
• 39:42
  If I have a software, if I sell you the software today, it's going to work today.
• 39:49
  If I'm selling you access to an audience, the audience and the return on that investment
• 39:55
  is going to increase the longer that I have that relationship with the audience.
• 39:58
  So day one, it's not going to be as good as day 1,000.
• 40:02
  See, that brings up such an interesting point, which is that the real trust and the real
• 40:07
  audience in this, in any more, it's so difficult to gauge like, who's got a real audience?
• 40:12
  If you look at...
• 40:13
  I mean, I've had people hit us up to be on the podcast, I have a million followers on
• 40:17
  Instagram.
• 40:18
  It's not real and it's got 800 views, so that's a signal like, bro, those are all bots.
• 40:22
  It's not real.
• 40:24
  And I think everybody went in this gold rush of followers back in the day to build these
• 40:28
  artificial audiences that don't resonate with them, that don't engage with them, that
• 40:33
  they could care less.
• 40:35
  I know.
• 40:36
  I mean, there's a lot of it.
• 40:37
  Yeah.
• 40:38
  And that concept is so hard to reconcile.
• 40:42
  So what it does is if you are starting, it's just demoralizing because you are looking
• 40:49
  at somebody that has this fake audience and you're saying, well, how could I ever get
• 40:54
  there?
• 40:55
  Well, meanwhile, they actually don't have any influence.
• 40:57
  They don't have any audience and you're benchmarking against bullshit.
• 41:01
  So when you start, I mean, don't...
• 41:05
  I would say this is another idea.
• 41:07
  You shouldn't focus on numbers.
• 41:09
  You should focus on results that actually mean something, right?
• 41:12
  So if you are building an audience, you don't need a million followers and you shouldn't
• 41:15
  be benchmarking your success against somebody who does because that's all vanity metrics.
• 41:19
  Yeah.
• 41:20
  I think that you should be focusing on, okay, let's figure out how to build a channel,
• 41:23
  build a platform.
• 41:24
  Doesn't matter if it's Twitter, Instagram, podcasts, YouTube.
• 41:27
  And then what is the leading indicator for success?
• 41:31
  So how do I...
• 41:32
  Is it retention and watch time on my YouTube videos?
• 41:35
  Is it shares on Instagram?
• 41:36
  Is it retweet?
• 41:37
  Find that leading metric leading indicator that's going to actually convert into an actual
• 41:41
  business result and that's how you gauge your success.
• 41:44
  So you can make a lot of money having 10,000 followers on Instagram that are all buying
• 41:48
  your product or service.
• 41:49
  You can make a lot of money with 50,000 subscribers on YouTube that have 60 percent retention
• 41:55
  on your video all the way through to the end.
• 41:57
  Like there's better things to look at.
• 41:59
  I want to ask you something I struggle with.
• 42:01
  Okay.
• 42:02
  I struggle with this in content creation anymore.
• 42:04
  And have you seen the movie The Idiocracy?
• 42:05
  No.
• 42:06
  All right.
• 42:08
  You should watch this movie because it's pretty scary.
• 42:11
  Okay.
• 42:12
  It's a movie about Luke Wilson goes into the future.
• 42:15
  Travels to the future was frozen or something.
• 42:17
  I don't remember how he gets there.
• 42:18
  But America is so dumbed down.
• 42:22
  Like everybody is basically a blithering idiot and he just happens...
• 42:26
  He's a normal dude and happens to go like 100 years in the future and he's the smartest
• 42:30
  guy on the unearthed.
• 42:31
  So funny.
• 42:32
  Because America's gotten so dumbed down and when you watch this, it's kind of...
• 42:37
  Where we're headed, I think, is a society because here's one of things that I grapple
• 42:40
  with, right?
• 42:41
  Which is I just don't understand how certain things become as popular as they are.
• 42:48
  Because here I am.
• 42:49
  I'm doing my best to educate, to help, to encourage people to do great.
• 42:53
  And you're like, fuck.
• 42:54
  I'm busting this stuff out.
• 42:55
  I'm doing what I think is very smart, very intelligent content.
• 42:58
  And then the fucking hock to a girl who literally probably can't even spell hock to a...
• 43:04
  How have you spell it?
• 43:06
  He's dropping a podcast.
• 43:07
  It probably gets more hits than I do in the first place.
• 43:09
  He's doing very well right now.
• 43:10
  I do.
• 43:11
  So it makes no sense to me.
• 43:13
  Well, how do you reconcile that?
• 43:16
  Do you dumb your shit down?
• 43:17
  No, you do stuff.
• 43:18
  No, you don't.
• 43:19
  Because again, again, the answer all comes back to the sort of like the basic principles
• 43:25
  that we're talking about is like, what's your north star?
• 43:27
  What's your objective for the content?
• 43:29
  Because if your objective is to become Joe Rogan, then you shouldn't make high brow super,
• 43:36
  super complex because Joe Rogan is not high brow and super complex.
• 43:40
  And neither are murder podcasts that also sit in the top five or whatever.
• 43:45
  Like you have to understand what is your goal?
• 43:49
  Like what is your goal?
• 43:50
  Do you just want to, first of all, this isn't new to podcasting, this isn't new to content.
• 43:56
  How many people, how many people would sit down and watch a Senate hearing versus the
• 44:01
  Super Bowl?
• 44:02
  Yeah.
• 44:03
  Okay.
• 44:04
  Fair.
• 44:05
  So I mean, less people will watch a Senate hearing, which are probably pretty important
• 44:09
  in conversation.
• 44:10
  But the most, but like the thing that was trending on Twitter, you're just asking why
• 44:13
  there's a standard distribution of people that love entertainment versus, okay, okay,
• 44:18
  fine.
• 44:19
  Super Bowl to me is entertainment.
• 44:20
  You have the best athletes in the world performing at the highest level.
• 44:23
  How can you?
• 44:24
  The highest.
• 44:25
  That's what you do.
• 44:26
  That's my point.
• 44:27
  But the highest retweeted tweet two days ago was some kid.
• 44:30
  I did not know existed called the Rizzler, who's five years old.
• 44:33
  That's on a wrestling show in his, all he does is do this.
• 44:37
  It's, and that's the highest retweeted thing on Twitter two days ago.
• 44:41
  I understand why you don't understand because I don't, I don't, it's not entertainment
• 44:46
  to me too.
• 44:47
  No.
• 44:48
  But it's entertainment to someone.
• 44:49
  Like I want to slap my kids that they even think I like like, no, you understand.
• 44:52
  I'm like, you're right.
• 44:53
  But no, dance your question though, like you got to create content that accomplishes
• 44:57
  the objective that you set out for that often.
• 44:59
  I feel like I'm, I feel like I'm standing like the old man.
• 45:02
  I'm the porch, the old man.
• 45:04
  I create the same type of content as you.
• 45:06
  Yeah.
• 45:07
  I create the exact same type of content.
• 45:08
  And you don't think that I've seen people that start a podcast after me that are just
• 45:11
  pure, like culture podcasts, like just shooting a shit on just culture that have gone
• 45:18
  growing way faster than you.
• 45:19
  Right.
• 45:20
  And I look at it.
• 45:21
  I'm like, fuck.
• 45:22
  This is, this is really frustrating.
• 45:23
  But then again, I'm like, who am I serving?
• 45:25
  Yeah.
• 45:26
  Who am I actually serving?
• 45:27
  When I sit down with yourself, when I sit down with the founder of Netflix, the founder
• 45:31
  of Reebok, when I sit down with Seth Godin and we have these incredibly intelligent,
• 45:36
  like just like the forefront of thought leadership, not me, the other guys, they're, they're
• 45:41
  extrapolated.
• 45:42
  Yeah.
• 45:43
  I get it.
• 45:44
  I'm not benchmarking myself against some of those dudes.
• 45:46
  I get it.
• 45:48
  I think, wow, these are ideas that can actually change the world from people that have actually
• 45:52
  changed the world.
• 45:54
  If I dumb down my content, then I'm one less voice that is bringing those ideas to the
• 45:58
  masses.
• 45:59
  So I'm hoping that, yeah, I mean, my growth is slower than somebody who talks about sports
• 46:04
  or culture entertainment.
• 46:06
  But again, it's not who I serve.
• 46:08
  Because something else I wrestle with, we talk about content creation and being omnipresent
• 46:11
  and being on all channels.
• 46:13
  I think that the dopamine addiction is a real thing.
• 46:16
  It is.
• 46:17
  It's creating ADHD in our kids.
• 46:19
  It's creating things, which again, which is why I'm trying to actually, if I'm going to
• 46:22
  create content, I actually want it to be valuable to somebody.
• 46:25
  But I can add one thing.
• 46:26
  Yeah, please do it.
• 46:27
  So whatever you want, man, just because you create content that serves an audience that's
• 46:32
  trying to like build a business or become better versions of the self, it doesn't mean
• 46:35
  you have an excuse to not, not achieve mastery at that content creation, not sort of perfect
• 46:41
  your craft, not prep, not find ways to make that content still as entertaining and useful
• 46:46
  as possible.
• 46:47
  So some people sort of, if they're creating smart content, I find they default too well.
• 46:52
  It's smart.
• 46:53
  So I'm not going to focus on trying to find entertaining, which I think is also incorrect.
• 46:58
  Yeah.
• 46:59
  So you also can't get lazy just because you're targeting a certain niche that maybe
• 47:02
  is like a little bit more high brow.
• 47:05
  No, I think, look, if people don't, if people are watching or listening to something that
• 47:09
  you do and they don't laugh or pissed or experience some emotion, what are you doing?
• 47:15
  But this is why as a podcast host, what your goal is is to is to make the person feel
• 47:19
  safe so they can be real because that realness is going to be the X factor and the entertainment
• 47:25
  because again, keep in mind the people that you speak to, who I speak to, they've been
• 47:29
  interviewed by 20, 30 different podcasts hosts and they've been on all the different YouTube
• 47:33
  channels.
• 47:34
  So the X factor is doing your prep and then really just finding a way to pull out things
• 47:39
  that haven't been pulled out before because that alone will create entertainment value.
• 47:42
  Well, I find when I prep folks, when I do this, like I told you,
• 47:45
  when you show up, I don't have a list of questions.
• 47:47
  There's nothing on the desk if you're watching us on YouTube.
• 47:49
  I don't have questions because I find that when I used to do that, I would go through
• 47:54
  and even using Chatsy BT or whatever else, Paul, you're pulling the same stuff that
• 47:58
  everybody pulls and it becomes the same repetitive stuff.
• 48:01
  And I've seen, I've seen people come through here and then I've seen them on other podcasts
• 48:06
  and you could just tell, they're on autopilot, like here's question A and it's like here's
• 48:10
  the answer for A.
• 48:11
  Here's question B.
• 48:12
  And it's the same thing over and over.
• 48:14
  So I don't do that.
• 48:16
  But I found the best questions that I do.
• 48:18
  It's why I like authors, right?
• 48:20
  Because I can, I can power through a book pretty quick and I can find stuff in the book
• 48:23
  that interests me that nobody else has probably taken the time to get through.
• 48:28
  Yeah.
• 48:29
  So how do you prep for a guest?
• 48:30
  I watch their interviews and I try and find things that they speak about, but the host
• 48:34
  doesn't go into.
• 48:36
  So they'll, they'll speak about a personal story, but the host won't take it the
• 48:39
  step further and ask how that impacted their life or what they felt going through that
• 48:43
  story, which leads to a whole other array of sub stories coming out of that one particular
• 48:47
  thing.
• 48:48
  But I'll watch a lot of interviews with them.
• 48:50
  And so I get a basic premise for what they're like domain expert and subject matter
• 48:53
  expert at, but then I'll just go a level deeper.
• 48:56
  It's really not that complicated, like a little bit of, you can see when people light up
• 48:59
  a little bit.
• 49:00
  Yeah.
• 49:01
  And you can see what gives people energy.
• 49:02
  Yeah.
• 49:03
  And if it doesn't, and by the way, I tell them this before they even start, I say, because
• 49:08
  this is how the conversation goes with every guest.
• 49:10
  I'll say, you know, what would make this a win for you?
• 49:13
  And they'll say, well, I just want to serve your audience.
• 49:15
  And then I'll say, what do you have to promote?
• 49:17
  And I'm like, oh, this book and then I'll start the conversation.
• 49:19
  We just say it for 40, 40 minutes ago.
• 49:23
  It's the same thing every single time.
• 49:25
  So I know how it's going to go.
• 49:26
  And they know they want to serve my audience.
• 49:28
  And I know that they're not going to say, this is actually what I care about.
• 49:31
  And this is, so I have to find it.
• 49:33
  I have to search for it.
• 49:34
  And when you notice somebody lights up about a topic, I don't care if there's six
• 49:37
  other topics that you had planned, go really deep on that one topic, because they're
• 49:41
  going to have so much emotion and they're going to bring out so much about that one particular
• 49:45
  thing that they've, and they'll be appreciative because they'll, they'll, they'll recognize
• 49:49
  too.
• 49:50
  They're not stupid.
• 49:51
  They'll recognize when you want to just sit in a topic and just, and just bask in it
• 49:56
  because it's something they care so deeply about.
• 49:58
  And it's so recent on the top of their mind.
• 50:01
  And that's when the best content comes up.
• 50:02
  Yeah.
• 50:03
  I've, I've had episodes of this show where people come under subject matter experts,
• 50:06
  Vina Jetty, great example, as a friend of mine, Vina's a multi has a billion, billion
• 50:11
  dollars in assets and multi-family under management and a portfolio.
• 50:15
  And we never, we never talked about multi-family, like, yeah, never, we just never got to,
• 50:19
  because she's bored of talking about, yeah, we, so we never got to, we talked about not
• 50:23
  raising worthless kids for literally an art, so we talked about that.
• 50:26
  That's a beautiful subject because a lot of people that have massive amounts of wealth
• 50:29
  have a really hard time succession planning and figuring out how to not turn their kids
• 50:34
  into assholes.
• 50:35
  Yeah.
• 50:36
  Because they never had to work for anything in their life.
• 50:37
  Yep.
• 50:38
  So that's an incredible topic that a lot of people who are listening to this, who have
• 50:40
  achieved success and have made a lot of money would actually tune into because as people
• 50:44
  that they have no interest building a billion dollar multi-family portfolio, yeah, they've
• 50:48
  made their money in software or consumer goods.
• 50:51
  And they've just, they've just absolutely killed it.
• 50:53
  And you know, they're, their money's working for them now and they don't want to fucking
• 50:56
  deal with starting again.
• 50:58
  They do a little bit of angel investing here and there, but they're not going to build
• 51:01
  a billion dollar multi-family portfolio.
• 51:03
  But the second there's this common thread, well, I have money and I have kids and she
• 51:07
  has money and she has kids.
• 51:08
  All of a sudden this podcast becomes interesting because now you're speaking to the human
• 51:12
  element behind the successful person, not just the, the tactical stuff that yeah, she's
• 51:16
  done it at scale, but I could probably hear the tactical stuff from another 20 people
• 51:20
  on YouTube.
• 51:21
  Yeah.
• 51:22
  Well, let me ask you this because you create so much content.
• 51:24
  You do so much stuff.
• 51:25
  So much sometimes, dude.
• 51:26
  Huh?
• 51:27
  Too much.
• 51:28
  Too much sometimes.
• 51:29
  Tell me about the impostor syndrome.
• 51:30
  You got to have it sometimes.
• 51:31
  Have the impostor syndrome all the time.
• 51:32
  Yeah.
• 51:33
  Like anything, if you just want to, if you, if you do it enough, you start to get over
• 51:39
  it.
• 51:40
  I don't know how else to describe it.
• 51:42
  I have impostor syndrome whenever I sit in front of huge guests.
• 51:46
  I have impostor syndrome when I write a newsletter.
• 51:50
  I have it.
• 51:51
  So my, my list is about 300,000 people.
• 51:53
  So I get stressed out sometimes when I'm, how do you build the, how do you build the list?
• 51:57
  That, that, a lot of writing, writing in one person time, one email at a time.
• 52:02
  Well, can we talk about that?
• 52:04
  I mean, I want to, we're going to come back to it.
• 52:05
  I mean, to cut you off, finish your thought and we'll come back to it.
• 52:07
  Um, no impostor syndrome is, is tough to deal with.
• 52:10
  I think that like most people, my, my impostor syndrome really shows when, um, my step on
• 52:15
  stage, that always stresses me out, um, but that's like the most common fear in the
• 52:20
  world.
• 52:21
  So that's not that unusual and the way that I've dealt with it is kind of how I've dealt
• 52:25
  with everything.
• 52:26
  I just put myself into that situation again and again and again and again and eventually
• 52:29
  it becomes less stressful.
• 52:30
  Yeah.
• 52:31
  I've never saw my step on stage.
• 52:32
  I'm shedding myself and then the hundredth time, I'm not, and, and it's, it's really like,
• 52:38
  it's not rocket science, but what I would do is, uh, in between the big stage gigs where
• 52:44
  there's like a significant size audience, I would ask anybody and everybody who's putting
• 52:48
  on an event, can I just please talk for 10 to 15 minutes for free?
• 52:52
  Just let me talk about, you can tell me what subject I can talk about entrepreneurship
• 52:55
  marketing, Instagram podcasting, uh, I can talk about software, I can talk about sales,
• 52:59
  marketing talk, anything like any of those, just let me do like 10 to 15 minutes.
• 53:03
  Let me just keep exposing myself.
• 53:05
  It's just like exposure exposure exposure and then over time obstacle is the way exactly
• 53:10
  that's it.
• 53:11
  And over time you, you get a little bit less, uh, stressed out and you don't get like
• 53:15
  a small little panic attack before you jump on stage.
• 53:19
  And I think that that's how I've dealt with most versions of a posture stream.
• 53:22
  I've just done it so much.
• 53:24
  Yeah.
• 53:25
  It's funny.
• 53:26
  I was talking to KG last night.
• 53:27
  Um, I'm a buddy Kevin Griffin speaking to him that he is and we were dinner and we're
• 53:30
  talking about, we were talking about, here's the funny thing, right?
• 53:34
  Kevin is, uh, the lead singer of Ben and Ezra, he's been on stage for 40 years, right,
• 53:39
  30 years, whatever it is, been on stage.
• 53:41
  And he told me his first time, he went up to do a speech, not sing with a speech.
• 53:45
  He goes, man, my throat's sealed up and I was like, holy shit, he goes, I completely fell
• 53:49
  apart on stage.
• 53:50
  I was never been that nervous in my life.
• 53:52
  And this is a guy that has been on stage a million times and he just said, yeah, he
• 53:56
  kind of worked through it.
• 53:57
  He's worked through it.
• 53:58
  And he's like, you know, like certain things, like, I mean, I wouldn't, I wouldn't drink
• 54:02
  a ton of caffeine before I go on stage because that doesn't help anxiety.
• 54:06
  You can do something called like box breathing, which is really just inhaling, holding a breath
• 54:11
  and then letting it out, which also sort of, uh, like there's a biological response with,
• 54:16
  which, uh, which calms your nerves, uh, prepping, I mean, it sounds stupid, but if you prep
• 54:22
  the material and you don't have to worry about the material, are you speaking about things
• 54:24
  that you genuinely know about?
• 54:26
  Yeah.
• 54:27
  That also calms the anxiety, but even outside of all those things, just exposing yourself
• 54:31
  to it more often, I actually, you know, it's so funny.
• 54:33
  The first time I ever really spoke in public, I don't know why I do this to myself.
• 54:38
  It was at inbound, which is a conference with, uh, as of last, I spoke at inbound three
• 54:43
  times so far in my life.
• 54:45
  And the last one, I think there's 112,000 people.
• 54:47
  It's massive.
• 54:48
  That's a big Boston.
• 54:50
  That was the first time I jumped on stage to do a panel with, uh, a couple other, like
• 54:55
  people that were on my show invited me out because I've sponsored the podcast for the past
• 54:58
  three years.
• 54:59
  And now I said, do you want to speak at inbound?
• 55:00
  And that was kind of like my first foray into public speaking.
• 55:03
  And I wouldn't recommend that being the first thing the most people this, I think there
• 55:08
  was like, uh, uh, like a sweat imprint on the seat behind me.
• 55:12
  Yeah.
• 55:13
  It was, it was very nerve, but the point is, it's like you're going to lose your virginity
• 55:15
  to a porn star while we film it.
• 55:18
  That's not good at all.
• 55:20
  That's not good.
• 55:21
  So, but the point is after that, I'm like, okay, that was stressful.
• 55:25
  And you always think you're worse than you are, by the way.
• 55:28
  Yeah.
• 55:29
  Of course.
• 55:30
  Everyone was like, great job.
• 55:31
  Like, I mean, like, Gina's like sitting in the audience and she said, you, you fucking
• 55:34
  killed it.
• 55:35
  Like, good job.
• 55:36
  Everybody who I was on the panel with, uh, you know, like awesome job.
• 55:38
  Like it was, it was really well done.
• 55:40
  And in my mind, I would just felt like I wanted to have a heart attack and die.
• 55:43
  I felt like I was going to have a heart attack.
• 55:44
  Like, just, just do it now.
• 55:46
  Yeah.
• 55:47
  So I don't have to deal with the next 20 minutes.
• 55:48
  It's like that scene from old school where like you're just like the, where you just
• 55:52
  like, it's an out of body experience and the speech goes off.
• 55:54
  You're like, what?
• 55:55
  What happened?
• 55:56
  Yeah.
• 55:57
  But, you know, I live.
• 55:58
  And then after that, I was like, I don't want to feel like that again and I, uh, reps.
• 56:01
  Yeah.
• 56:02
  It was just reps.
• 56:03
  And then I just jumped into every single speaking opportunity that I was like, what's
• 56:05
  the fun?
• 56:06
  Because people, you know, you talk about the newsletter growth, too, if you want, like,
• 56:09
  we're going to get to that.
• 56:10
  But like most people talk about, about, about the master syndrome, like they don't want
• 56:13
  to turn a camera.
• 56:14
  I look terrible on camera.
• 56:15
  I sound bad on camera.
• 56:16
  I don't want to.
• 56:17
  Yes.
• 56:18
  Like, just, so my recommendation for somebody who wants to start creating content is
• 56:21
  imposter syndrome is real.
• 56:23
  And of course, they're going to be stressed out.
• 56:25
  But you have to find a way to, again, architect the environment so that you forget that you're
• 56:30
  creating the content.
• 56:31
  Because most people can just have a conversation, which we can have a conversation doesn't
• 56:34
  matter.
• 56:35
  The camera's wrong or off.
• 56:36
  Yeah.
• 56:37
  But some people sitting in this chair, when the camera's turned on, they turn into a different
• 56:40
  person.
• 56:42
  What you have to do, if you're starting out, is you have to find a way to architect
• 56:45
  the environment so that you don't know that the cameras are on and you don't feel like
• 56:48
  you're creating content.
• 56:49
  So what I recommend when people first start, because videos usually be issues, not usually
• 56:53
  writing.
• 56:54
  People don't usually stress out about writing, but videos usually an issue.
• 56:57
  I say, sit down across from somebody, ask them to print out or on their phone, have
• 57:01
  a list of questions that you know.
• 57:03
  They're all topics that you know about.
• 57:06
  Turn on a camera.
• 57:08
  And then block off two hours, like Sunday afternoon, whatever, when they have nothing
• 57:13
  else going on.
• 57:14
  And that person, I just want them to sit there and ask you about things that you know
• 57:17
  about.
• 57:18
  And you will forget the cameras are there after about 10 to 15 minutes.
• 57:21
  And you're just going to be having a conversation with somebody talking about things that
• 57:24
  you care about, that you're passionate about.
• 57:25
  And if you look back at that recording, that's actually incredible content.
• 57:29
  Yeah.
• 57:30
  That's all it is.
• 57:31
  So I think that's one point.
• 57:33
  You don't have to look directly into the camera for it to be good.
• 57:36
  You just have to talk about things that you care about.
• 57:39
  So and by the way, by the way, by the way, if you actually look at, there's something
• 57:43
  called a fly on the wall effect.
• 57:45
  The fly on the wall effect is when people, this is what podcast content does well.
• 57:51
  People who are scrolling on Instagram or on YouTube or whatever, they like to feel like
• 57:57
  they are the fly on the wall of a conversation.
• 58:00
  When somebody is staring at you directly, you do not feel like you're flying the wall.
• 58:04
  It feels like the person who's staring at the camera directly is directly communicating
• 58:07
  with me.
• 58:08
  But when I'm in a conversation like this with a podcast, the camera just off to the side
• 58:13
  or whatever.
• 58:14
  And the audience knows that I'm not speaking to them.
• 58:16
  I'm speaking to you.
• 58:18
  There's a fly on the wall effect and they actually enjoy that content slightly more than
• 58:22
  if I was talking directly to them in the camera.
• 58:24
  Yeah.
• 58:25
  Because you feel like you're preaching.
• 58:26
  Yes.
• 58:27
  Exactly.
• 58:28
  Nobody wants to be told what to do.
• 58:29
  No.
• 58:30
  But if I have a smart thought and it's clipped out and it's in a conversation, very
• 58:32
  organic conversation with someone else, that's a type of content that people share and
• 58:35
  people like and people engage with.
• 58:37
  And that's why if you actually look at, I can't remember her name.
• 58:42
  There's one woman.
• 58:44
  I'm sure if you Google this story, you'll be able to find it.
• 58:46
  She rented out a podcast studio on her own and just spoke off camera and say, I'm
• 58:52
  Googling.
• 58:53
  If you can find.
• 58:54
  I have to fucking remember her name.
• 58:56
  I'll tell you the story what she did though.
• 58:58
  Okay.
• 58:59
  She booked out a podcast studio.
• 59:00
  We'll call her Mary for today's purposes.
• 59:02
  We'll call her Mary.
• 59:03
  She booked out a podcast studio and she tested preaching directly to the camera versus no
• 59:08
  host there.
• 59:09
  Just her talking to somebody as if there was a host and she's just talking about the
• 59:13
  same stuff that she'd be talking to the camera to and the engagement on that was a
• 59:17
  higher on on the on the content where it looked like she was in a podcast.
• 59:23
  Do you find that because here's the weird thing.
• 59:25
  I find that my I find that the clips that we do in the podcast when I have a guest do
• 59:31
  better on Instagram.
• 59:32
  The solo pod stuff does better on TikTok.
• 59:35
  I don't know why.
• 59:38
  I don't know to talk as well as Instagram.
• 59:39
  Yeah.
• 59:40
  So I'm not an SME.
• 59:41
  Not a subject matter expert.
• 59:42
  I don't.
• 59:43
  It's weird.
• 59:44
  I just I don't know why that is, but that stuff does better over there than that.
• 59:48
  But I look at so when I'm when I'm trying to figure out a strategy for myself, I look
• 59:52
  at people that have way more money to invest in marketing and people that are trying to
• 59:57
  figure out that strategy.
• 59:59
  So Starbucks effect.
• 1:00:00
  Yeah.
• 1:00:01
  I mean, I don't have to reinvent the wheel.
• 1:00:04
  If I'm looking at, you know, how to grow a podcast on on TikTok and probably looking
• 1:00:09
  at Stephen Bartlett with the idea of a CEO, I'm probably looking at Chris Williamson with
• 1:00:13
  modern wisdom.
• 1:00:14
  I'm seeing what are their strategies that they're trying and emulating them and emulating
• 1:00:17
  them as a first step.
• 1:00:19
  And then you also, by the way, I'm a big fan of reverse engineering success.
• 1:00:23
  So whether or not it's podcasts, newsletter, Twitter, Instagram, find the people that are
• 1:00:31
  in your domain that are killing it on that platform.
• 1:00:35
  And as a first pass at content creation, look at what they're doing and copy that.
• 1:00:40
  Just to start, then you'll make it your own.
• 1:00:42
  But don't have to reinvent the wheel.
• 1:00:44
  Those people that are growing on Twitter faster and quicker than anyone else.
• 1:00:49
  And go find that person and go figure out, okay, how do they structure their tweets?
• 1:00:52
  What do they write about?
• 1:00:54
  What is the formula?
• 1:00:55
  What is it?
• 1:00:56
  Is it, you know, is it this quippy little like, you know, three point thought or is it more
• 1:01:02
  of like a longer block of text, which it usually never is on Twitter?
• 1:01:06
  What is the formula that really gets a lot of engagement and speaks to a Twitter audience?
• 1:01:11
  Who is a person that's doing that the best right now and go find them?
• 1:01:14
  And then go, and that's how you start your content journey.
• 1:01:16
  You just study the people that have been doing it before.
• 1:01:20
  Emulate.
• 1:01:21
  I love it, man.
• 1:01:22
  It's, you know, it's, it's one of those things where we talked about fake it till you make
• 1:01:25
  it, which I'm not a fan of, I, you know, I think people see through that chip.
• 1:01:28
  You're making it.
• 1:01:29
  Emulating is not the same as imitating.
• 1:01:31
  It's, it's two different things.
• 1:01:33
  You sort, you become a carbon copy imitation of somebody that's doing successful or you're
• 1:01:37
  trying to, people say through that is it is, I'm not going to use the authentic, well,
• 1:01:41
  just shit.
• 1:01:42
  I said authentic.
• 1:01:43
  I hate that word on podcast.
• 1:01:44
  It's like a buzzer.
• 1:01:45
  It's not genuine.
• 1:01:46
  We'll use that.
• 1:01:47
  But, but emulating someone like you said that's doing it a certain way is the smart way.
• 1:01:51
  That's the path.
• 1:01:52
  And the, and the reason why you're not copying is because you will eventually learn that
• 1:01:57
  the best content, it brings in your lived experience.
• 1:02:02
  It brings in the stuff that you've dealt with.
• 1:02:06
  That's why if you're talking about, um, if you're just trying to like, pontificate on ideas
• 1:02:11
  and you're just trying to keep it very high level, it's never going to really hit home
• 1:02:14
  with people.
• 1:02:15
  But if you talk about the stuff that you've dealt with in your life, the problems that,
• 1:02:20
  that you, you're still dealing with literally right now, that's the, and then you, and then
• 1:02:24
  you structure it through a frame that fits that audience.
• 1:02:29
  That's how your content does well.
• 1:02:30
  So if, if you, as a podcast, so if you'd never bring in your personal experience in your
• 1:02:34
  personal life, it's going to be boring.
• 1:02:36
  But if you do bring in your personal experience in your personal life and then you figure
• 1:02:39
  out how to edit a reel that works really well on TikTok, that's a winning formula.
• 1:02:44
  Yeah.
• 1:02:45
  Yeah.
• 1:02:46
  I did nothing.
• 1:02:47
  Unfortunately, sometimes for my wife, nothing has happened.
• 1:02:50
  I mean, even on this, like whatever our podcast I've spoken about, Gina, a couple of times
• 1:02:54
  I spoke about with you, because it's my life, like it's, it's, it's what I've lived.
• 1:02:58
  And, and if we spend even more time, I'd probably talk about all the stuff that hasn't
• 1:03:01
  worked out and we, and we, we haven't really gone there, but I think that's really important
• 1:03:04
  to bring up.
• 1:03:05
  Yeah.
• 1:03:06
  So that, because that's what differentiates you too.
• 1:03:09
  If not, you're just a talking head.
• 1:03:10
  And there's a, and your favorite content creators, there's some big creators that don't
• 1:03:15
  include their personal life, but they're like vanilla.
• 1:03:17
  It's like they could be subbed out by anyone else talking about the same shit, like the best
• 1:03:21
  creators, they bring their whole life into it or a significant portion of it.
• 1:03:25
  But is that really true, though, because like, look at Gary Vee, you know, nothing about
• 1:03:28
  that, dude, and there's garage sales, sports cards and the jets.
• 1:03:31
  Yeah, but I don't know, but I know that his, okay, so to, to play devil's advocate, I
• 1:03:35
  do know that his, is, you came up with his dad's wine shop and he did like, uh, he did
• 1:03:40
  his wine stuff.
• 1:03:41
  Um, I mean, he's pretty, it doesn't talk about his divorce.
• 1:03:45
  No, because he puts out, he puts out what he wants you to know.
• 1:03:48
  He doesn't talk about his divorce.
• 1:03:49
  Here's what I'm going to give you.
• 1:03:50
  These three things, I think that would be a great extra dimension that would speak to
• 1:03:54
  him, who he is as a person.
• 1:03:55
  Yeah, but he's just so, it's like, I mean, he's even said I'm going to give you these
• 1:03:59
  three things.
• 1:04:00
  This is what you get.
• 1:04:01
  Get the jets, you get cards, you get, you get, uh, what is it, garage sales, what you
• 1:04:07
  get?
• 1:04:08
  You know, I think that another thing that's important is to understand that some people
• 1:04:14
  build very large audiences when the market wasn't as crowded.
• 1:04:18
  Yeah.
• 1:04:19
  And the game that we're playing in right now is red ocean, for sure, is red ocean.
• 1:04:23
  And I think that, okay, fine, maybe 10 years ago, we'll work for him.
• 1:04:29
  We'll not work.
• 1:04:30
  We'll not work for you.
• 1:04:31
  100%.
• 1:04:32
  I was being more authentic.
• 1:04:33
  And this is why I think, uh, vloggers do so well.
• 1:04:36
  Vloggers.
• 1:04:37
  Vloggers, like on YouTube, because they include their whole life.
• 1:04:40
  I mean, look at the Paul brothers, like there wasn't a bit of their life that they didn't
• 1:04:43
  cover.
• 1:04:44
  And now they're enormous household names.
• 1:04:46
  And, and now even the biggest up and coming stars that your kids like that I don't even
• 1:04:51
  understand are streamers that stream nonstop their whole life, stream their whole life.
• 1:04:56
  So I'm not saying you have to go to that extreme, but I'm saying that including little
• 1:04:59
  bits of your life does help create, uh, it turns you into a human, not just another thing
• 1:05:07
  to scroll through an Instagram.
• 1:05:08
  It's so funny because, because my success really, the pinnacle of what made it was my
• 1:05:13
  parents on reality television.
• 1:05:14
  That's what made me, right, being on the apprentice.
• 1:05:17
  And even though that was a crafted story, you know, it's, it's very, it was very crafted
• 1:05:23
  and very edited to tell a story that was entertaining and compelling.
• 1:05:26
  I get that.
• 1:05:28
  You look at the difference now, you're right.
• 1:05:31
  There's people, it's like 24 hours a day every, I mean, their house is just on, what
• 1:05:35
  is it?
• 1:05:36
  Like a chiroater?
• 1:05:37
  He's just, he's the longest live stream ever.
• 1:05:38
  So he just streams in his house, like nonstop.
• 1:05:40
  Just nonstop.
• 1:05:41
  So this is who you're competing with.
• 1:05:42
  So again, maybe 10 years ago, you didn't have to do that.
• 1:05:45
  Yeah.
• 1:05:46
  But now, like, first of all, I think that it's good because it allows you to like, listen,
• 1:05:49
  we can talk about, at any point we talk about relationships and how the right partner
• 1:05:53
  can make or break it.
• 1:05:54
  And I can give you examples of shit that hasn't worked out when I felt like, you know,
• 1:05:58
  my world is ending.
• 1:05:59
  And Jean has been like, Scott, shut the fuck up, you're fine, like, what, what's a good
• 1:06:04
  partnership?
• 1:06:05
  Yeah.
• 1:06:06
  I mean, but that, I don't want to, I don't want to exclude that from my context.
• 1:06:10
  I think that's actually useful for people.
• 1:06:12
  That's a good, I'm going to ask you this question because a lot of eye entrepreneurs,
• 1:06:15
  like a lot of high level entrepreneurs are built a certain way when it comes to dealing
• 1:06:19
  with failure, stress, everything else.
• 1:06:21
  And for me, like, I got to let it hit me, like it's got to hit me.
• 1:06:25
  I needed to sting me for like one day, right?
• 1:06:28
  I need one day of sting on it.
• 1:06:30
  And like, I'll tell my wife, like, oh, this is the fucking sky is falling.
• 1:06:33
  Everything is blah, blah.
• 1:06:34
  And I can let go of those emotions on a dime.
• 1:06:38
  Like I'll just decide, as, as Mikey C. Rock said, does it go in the tank or the trunk?
• 1:06:44
  Yeah.
• 1:06:45
  I mean, I'll make that decision very quickly, it doesn't, you know, become baggage or
• 1:06:48
  turn into fuel.
• 1:06:49
  And it's always fuel for me.
• 1:06:51
  But my poor wife will carry that shit around, carry my, like, purging of this anger for
• 1:06:57
  days.
• 1:06:58
  Is your wife, does she dump it off quick or does she get sort of a very quickly, does she
• 1:07:02
  get for you?
• 1:07:03
  Yes, she gets sort of very quickly.
• 1:07:04
  My poor wife, she is, she is about, like, she's also very entrepreneurial.
• 1:07:09
  She built her own business and she realizes, like, there is no benefit to sitting with
• 1:07:13
  this.
• 1:07:14
  It doesn't solve anything, like if, if, if shit is going to be bad, fine.
• 1:07:19
  But it's, like, whatever's created the bad shit has already happened.
• 1:07:23
  There's no time travel here.
• 1:07:24
  You got to, you got to fix it.
• 1:07:26
  So what are the actions that allow you to fix it?
• 1:07:28
  How long do you let it sting you when it hits, give a couple, is it a day for you?
• 1:07:31
  A couple of days?
• 1:07:32
  Like, what's the sting?
• 1:07:33
  A day or two.
• 1:07:34
  Day or two?
• 1:07:35
  Day or two?
• 1:07:36
  Yeah.
• 1:07:37
  Do you wallow in it?
• 1:07:38
  Well, bet.
• 1:07:39
  No.
• 1:07:40
  I, oh, I'm vertical.
• 1:07:41
  I'm all the way in it.
• 1:07:42
  Like a full day.
• 1:07:43
  No, I'm trying to think.
• 1:07:44
  I've never thought about this before.
• 1:07:46
  I'm just all the way in, man, for like, I'm like, I'm an idiot.
• 1:07:50
  This is so stupid.
• 1:07:51
  Yeah, it's, I don't know.
• 1:07:53
  I, I think that what happens is I wake up and I feel like shit and I realize that I'm
• 1:07:56
  going to have to deal with this bullshit.
• 1:07:58
  And then I'm very good at throwing myself into work.
• 1:08:02
  I don't know if that's a, if it, that's a healthy thing, but I definitely throw
• 1:08:06
  it better than crack.
• 1:08:08
  I think so.
• 1:08:09
  It's better than the crackers have recommended work is better than crack.
• 1:08:12
  But, um, who's the one doctor that said, maybe the cracks the way to go?
• 1:08:21
  I think I'm, I think I'm following FTC advertising guidelines that I can't, I can't say
• 1:08:25
  100% FDA.
• 1:08:26
  Most, most, most.
• 1:08:27
  There's one doctor out there, Dr. J, that's who said, that's who says, uh, yeah, the crack
• 1:08:32
  is that the girls.
• 1:08:34
  Yeah, I don't think I, I think that I throw myself into work.
• 1:08:38
  And then after like putting in, because every day is always busy.
• 1:08:42
  Yeah.
• 1:08:43
  After, after my day of busyness and when I'm like, sort of, you know, relaxing at night,
• 1:08:49
  which is just usually more emails, but it's relaxing to a degree to me.
• 1:08:53
  Um, then I, then I start to map out, okay, what are the action items that I have to do
• 1:08:57
  to take care of this thing?
• 1:08:59
  Well, still feeling a little bit stressed about it.
• 1:09:01
  But I would say first 48 hours is when I'm saying, okay, this is what has to happen.
• 1:09:07
  This is what I have to have a hard conversation with.
• 1:09:09
  And it is what it is because I don't, I want to get the hard conversations done with ASAP.
• 1:09:15
  And by the way, problems are usually not solved, but always include hard conversations.
• 1:09:20
  Always.
• 1:09:21
  And I want to get those done ASAP, which means that I'm forcing myself to schedule the
• 1:09:25
  calls with the people that I have to have to get this problem solved or move forward.
• 1:09:29
  And then you just get that flywheel going.
• 1:09:31
  And then eventually it will eventually get solved and you will wake up and life will be
• 1:09:34
  fine.
• 1:09:35
  Yeah.
• 1:09:36
  But I've said many times the, the answer to a lot of your problems is on the other end
• 1:09:39
  of our phone call.
• 1:09:40
  It always is always, you know, and by the way, most of your problems, I mean, this is,
• 1:09:46
  this is not 100% true, but most of your problems are not always as bad as you think they
• 1:09:49
  are.
• 1:09:50
  And when you have those heart, so I don't know what you've got to do, no, no, dude, here's
• 1:09:53
  my thing, bro.
• 1:09:54
  I'm always remind you, if you're a well travel, if you were a well traveled human, if you're
• 1:09:59
  like well traveled, like deep and like, if you've been to like Cairo, like the not so
• 1:10:03
  nice parts of Cairo, you and I, we don't have any real problems.
• 1:10:07
  Yeah.
• 1:10:08
  Like we have no real problems.
• 1:10:09
  Those people got real problems, you know, it's, it just depends on your person.
• 1:10:14
  I think, I think a lot of the problems that we're fortunate to have and the people who
• 1:10:17
  listen to the podcast or have the people that listen to this podcast have are very privileged
• 1:10:22
  problems.
• 1:10:23
  Yeah.
• 1:10:24
  Like they're usually money problems, but it's not about not being able to put food on
• 1:10:27
  the table.
• 1:10:28
  Not about having to walk seven miles to get fresh, about ideal falling through or someone
• 1:10:32
  getting sued.
• 1:10:33
  Yeah.
• 1:10:34
  But like to be able to even be in that position means that you figured out life to some
• 1:10:37
  degree.
• 1:10:38
  It's a blessing.
• 1:10:39
  It is.
• 1:10:40
  And only because I do want to talk about the importance of this because I was talking
• 1:10:42
  about it last night with Kevin, like I told you, but I want to talk about the value
• 1:10:46
  of that mailing list, how to build it, why there's value, I think it's so important
• 1:10:50
  about that.
• 1:10:51
  So, um, I also agree with that, which is why I built a very large mailing list because
• 1:10:55
  I didn't want to ever just rely on the platforms.
• 1:10:58
  Like I know that that Instagram can be shut down overnight.
• 1:11:02
  Um, YouTube can be shut down.
• 1:11:05
  All this stuff can be shut down overnight.
• 1:11:07
  If you don't know, if you don't own it, right?
• 1:11:10
  So when I started creating content, it's not a super complicated strategy, but the
• 1:11:16
  CTA was always subscribed to the newsletter.
• 1:11:19
  So over the past six years, the link in bio, uh, the CTA top of the show notes, every single
• 1:11:25
  YouTube video, and I've tried, I've tried to mention this beginning, um, as a creator,
• 1:11:30
  I've tried to put out lots of different types of content.
• 1:11:32
  I've tried to see what works.
• 1:11:33
  Now I have a podcast.
• 1:11:34
  I used to put out like to like, uh, like strategy and tutorial videos on YouTube.
• 1:11:39
  I've used to do like solo YouTube.
• 1:11:40
  So there's about 5,000 YouTube videos where the first line is subscribed to newsletter.
• 1:11:47
  Scott, it's right.
• 1:11:48
  That's CTA, everything.
• 1:11:50
  Um, so just making sure that you cross pollinate your audience repeatedly is very important,
• 1:11:56
  meaning if you put out a podcast, you put out a YouTube video and the show notes and
• 1:12:00
  the YouTube description, uh, link in bio is always email capture and then you deliver
• 1:12:05
  value through the newsletter and then you promote the shit out of the newsletter.
• 1:12:09
  How often do you send the newsletter out twice a week, twice a week?
• 1:12:11
  So holy shit.
• 1:12:12
  Yeah.
• 1:12:12
  So I have one newsletter.
• 1:12:14
  Then I have one like summary wrap up.
• 1:12:17
  So the newsletter is a newsletter and it talks about, and I, uh, in the summaries
• 1:12:21
  or AI generated summaries of, no, it's not a summary that way.
• 1:12:26
  It's a summary as in these are the podcasts that came out this week.
• 1:12:30
  Okay.
• 1:12:30
  Links to the podcast.
• 1:12:31
  I mean, like, if you're on time to listen here, just check it out.
• 1:12:34
  Exactly.
• 1:12:34
  Here was it.
• 1:12:34
  Here's my biggest takeaways from this.
• 1:12:36
  Exactly.
• 1:12:36
  Yeah.
• 1:12:37
  Smart.
• 1:12:38
  Um, time behind on that dude.
• 1:12:39
  I'm behind.
• 1:12:41
  I'm going to get caught up here.
• 1:12:42
  But I have one more thought on this.
• 1:12:45
  So the newsletter, the subject and so I have sort of two content flows.
• 1:12:51
  So my first content flow is podcast and then we take the long form podcasts and we
• 1:12:56
  clip it out into shorts and reels and like I said, I put out a summary on, on, on the
• 1:13:01
  weekend about the podcasts that drop that week, um, and turns out the tweets and everything
• 1:13:06
  like that.
• 1:13:07
  But the second content flow is what leads to my midweek newsletter.
• 1:13:11
  So the topic that I choose to discuss in my midweek newsletter is the result of my
• 1:13:15
  second content flow.
• 1:13:15
  So the first one is podcast, derivative pieces, the second content flow, which I think
• 1:13:20
  is a really smart strategy, which works very well for me is I test a whole bunch
• 1:13:26
  of ideas on Twitter or threats.
• 1:13:28
  Doesn't matter.
• 1:13:29
  Like I'll put out 10 different, I'll tweet like 10 times a day.
• 1:13:34
  I'll at the end of the day, I'll write out some ideas, I'll tweet them out.
• 1:13:38
  I'll see which one gets the most engagement.
• 1:13:40
  And then when it gets the most engagement, I'll turn it into, if you look on my Instagram,
• 1:13:43
  there's little graphics with these tweets, uh, I'll turn it into, I'll take that thought
• 1:13:48
  and I'll turn it into a solo episode on the podcast.
• 1:13:51
  I'll take that thought and I'll turn it into a newsletter as well, because I know
• 1:13:53
  that if I test an ideas on Twitter day, that's 50 tweets a week or plus, minus.
• 1:14:00
  And I take out of all those ideas, one gets the most engagement.
• 1:14:03
  I know that that idea for whatever reason resonates with the most value.
• 1:14:06
  And then that's a super easy testing ground, sure, all of your content.
• 1:14:10
  And then you take that and turn it along for written content.
• 1:14:12
  And that's, it does very well.
• 1:14:15
  So I mean, you also have to have it.
• 1:14:16
  I think that there's a couple ideas there.
• 1:14:18
  First, yes, have a newsletter, write a newsletter, but also how do you think
• 1:14:22
  through every week the content that there's going to be some certainty?
• 1:14:26
  You can't predict 100%, but some certainty that that content is going to resonate.
• 1:14:30
  I have a testing ground for your content too.
• 1:14:33
  And that's what I used Twitter for.
• 1:14:34
  What are you using to manage a newsletter?
• 1:14:35
  Just like Mailchimp or using like high level?
• 1:14:37
  What are you using?
• 1:14:38
  I so, so I'm only pausing because I'm in the middle of transitioning the newsletter.
• 1:14:45
  So I was on substack for a long time.
• 1:14:48
  Right now I'm moving my main newsletter to Kit, a convert kit.
• 1:14:53
  I know Nathan Barry's a really cool guy built a very, built a great platform.
• 1:14:58
  And then now I'm actually hiring somebody to write a second newsletter on the creator
• 1:15:03
  economy, which I have not started yet.
• 1:15:06
  And that's going to be hosted on a platform called Stan and Stan is like,
• 1:15:11
  this is not my products or anything.
• 1:15:13
  These are big large companies that I use.
• 1:15:15
  So convert kit is a great newsletter system.
• 1:15:18
  I think like James Clear is on there who brought atomic habits.
• 1:15:21
  I think say, he'll bloom if you're a newsletter follower.
• 1:15:23
  He writes on there and then Stan is, they also have newsletter sequencing,
• 1:15:28
  but they also have all these other tools for creators.
• 1:15:31
  They have like a, it's like a Lincoln bio service where you can host your products
• 1:15:35
  and you build community.
• 1:15:37
  So it accomplishes a lot of different things for creators as well.
• 1:15:40
  So then anyway, so yeah, convert kit is one Stan is the other.
• 1:15:44
  If you're looking for some creator tools, but cool.
• 1:15:46
  Yeah, there you go.
• 1:15:47
  Well, dude, man, just like that hour and 15 minutes is flown by.
• 1:15:50
  If they, if they want to find you, how do they find you, bro?
• 1:15:53
  Easy.
• 1:15:53
  All the social is at Scott D.
• 1:15:55
  Clary and then you can go to successstorypodcast.com.
• 1:16:00
  We'll bring you a lot of the same stuff.
• 1:16:01
  Well, I appreciate it, man.
• 1:16:01
  When I'm my email come through your studio, anytime you're back in Vegas,
• 1:16:04
  you're always welcome.
• 1:16:05
  I appreciate you, man.
• 1:16:05
  So listen, if you just spent an hour and 15 minutes with us,
• 1:16:09
  hopefully you did, I got to understand, dude,
• 1:16:12
  your personal brand is so important to everything you do in life.
• 1:16:15
  And you have total control over it, whether you choose to share your entire life
• 1:16:19
  every second on Twitter, every second on this start a podcast,
• 1:16:22
  whatever it is, you got to start doing it now.
• 1:16:26
  See you next time.
• 1:16:30
  What's up, everybody?
• 1:16:31
  Thanks for joining us for another episode of escaping the drift.
• 1:16:34
  Hope you got a bunch out of it or at least as much as I did out of it.
• 1:16:38
  Anyway, if you want to learn more about the show, you can always go over
• 1:16:40
  escaping the drift.com.
• 1:16:42
  You can join our mailing list, but do me a favor.
• 1:16:44
  If you wouldn't mind, though up that five star review,
• 1:16:47
  give us a share.
• 1:16:47
  Do something, man.
• 1:16:48
  We're here for you.
• 1:16:50
  Hopefully you'll be here for us.
• 1:16:51
  But anyway, in the meantime, we'll see you in the next episode.