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Better Data Doesn't Always Mean Better Decisions (Here's Why) · Private Equity Data Guy

• 0:00
  Things
• 0:00
  need
• 0:00
  to
• 0:00
  be
• 0:00
  priced
• 0:00
  at
• 0:01
  a
• 0:01
  certain
• 0:01
  point
• 0:01
  for
• 0:01
  the
• 0:02
  people
• 0:02
  to
• 0:02
  actually
• 0:03
  believe
• 0:03
  that
• 0:03
  they're
• 0:03
  valuable.
• 0:04
  If
• 0:04
  you
• 0:05
  take
• 0:05
  any
• 0:05
  product
• 0:05
  or
• 0:05
  service
• 0:06
  and
• 0:06
  you
• 0:06
  underprice
• 0:06
  it,
• 0:07
  it
• 0:07
  can
• 0:07
  create
• 0:08
  the
• 0:08
  false
• 0:08
  impression
• 0:09
  that
• 0:09
  something
• 0:09
  isn't
• 0:09
  as
• 0:10
  good,
• 0:11
  that
• 0:11
  the
• 0:11
  person
• 0:11
  who's
• 0:11
  providing
• 0:12
  the
• 0:12
  service
• 0:12
  isn't
• 0:12
  confident
• 0:13
  in
• 0:13
  the
• 0:13
  service
• 0:13
  they're
• 0:13
  providing
• 0:14
  today.
• 0:14
  What
• 0:15
  are
• 0:15
  those
• 0:16
  cultural
• 0:17
  dynamics
• 0:17
  that
• 0:18
  might
• 0:18
  ultimately
• 0:19
  get
• 0:19
  to
• 0:20
  the
• 0:20
  core
• 0:20
  sentiment
• 0:21
  of
• 0:21
  the
• 0:21
  people
• 0:22
  who
• 0:22
  are
• 0:22
  going
• 0:22
  to
• 0:22
  be
• 0:22
  making
• 0:22
  those
• 0:22
  purchases?
• 0:23
  Be
• 0:23
  honest
• 0:24
  and
• 0:24
  figure
• 0:24
  out
• 0:25
  how
• 0:25
  consistent
• 0:26
  are
• 0:26
  you
• 0:27
  in
• 0:27
  terms
• 0:27
  of
• 0:28
  the
• 0:28
  products,
• 0:28
  services,
• 0:29
  experiences
• 0:30
  and
• 0:30
  narrative
• 0:31
  touch
• 0:31
  points
• 0:31
  that
• 0:32
  you
• 0:32
  offer
• 0:32
  in
• 0:33
  the
• 0:33
  world.
• 0:33
  The
• 0:34
  reason
• 0:34
  I
• 0:34
  start
• 0:34
  there
• 0:35
  is,
• 0:35
  you
• 0:36
  know,
• 0:36
  life
• 0:36
  is
• 0:36
  full
• 0:36
  of
• 0:37
  ups
• 0:37
  and
• 0:37
  downs
• 0:37
  and
• 0:37
  complicated
• 0:38
  things.
• 0:39
  What
• 0:40
  drives
• 0:41
  long
• 0:41
  term
• 0:42
  success
• 0:42
  and
• 0:43
  long
• 0:43
  term
• 0:43
  compounding
• 0:44
  value
• 0:45
  is
• 0:46
  obviously
• 0:47
  loyalty.
• 0:47
  It's
• 0:48
  people
• 0:48
  return
• 0:48
  customers,
• 0:49
  whatever
• 0:49
  it
• 0:49
  may
• 0:49
  be,
• 0:51
  and
• 0:51
  to
• 0:51
  achieve
• 0:52
  that,
• 0:52
  you
• 0:52
  need
• 0:52
  a
• 0:53
  degree
• 0:53
  of
• 0:53
  trust.
• 0:54
  You're
• 0:55
  listening
• 0:55
  to
• 0:55
  the
• 0:55
  Transformed
• 0:56
  with
• 0:56
  Data
• 0:56
  podcast
• 0:57
  with
• 0:57
  Graham
• 0:57
  Crawford,
• 0:58
  CEO
• 0:59
  of
• 0:59
  Crawford
• 0:59
  McMillan.
• 1:00
  Graham
• 1:00
  is
• 1:01
  here
• 1:01
  to
• 1:01
  share
• 1:01
  something
• 1:01
  he's
• 1:01
  genuinely
• 1:02
  passionate
• 1:02
  about.
• 1:03
  He's
• 1:03
  going
• 1:03
  to
• 1:03
  show
• 1:04
  you
• 1:04
  how
• 1:04
  data
• 1:04
  can
• 1:04
  completely
• 1:05
  change
• 1:05
  the
• 1:06
  outcome
• 1:06
  for
• 1:06
  both
• 1:06
  people
• 1:07
  and
• 1:07
  businesses.
• 1:08
  In
• 1:08
  each
• 1:08
  episode,
• 1:08
  he
• 1:09
  sits
• 1:09
  down
• 1:09
  with
• 1:09
  real
• 1:09
  people
• 1:10
  who've
• 1:10
  done
• 1:10
  incredible
• 1:11
  things
• 1:11
  with
• 1:11
  data.
• 1:12
  But
• 1:12
  don't
• 1:12
  worry,
• 1:13
  these
• 1:13
  aren't
• 1:13
  your
• 1:13
  typical
• 1:14
  dry
• 1:14
  case
• 1:15
  studies.
• 1:15
  Graham
• 1:16
  and
• 1:16
  his
• 1:16
  guests
• 1:16
  bring
• 1:16
  you
• 1:17
  stories
• 1:17
  about
• 1:17
  leaders
• 1:17
  and
• 1:18
  innovators
• 1:18
  who
• 1:18
  saw
• 1:19
  something
• 1:19
  in
• 1:19
  their
• 1:19
  data
• 1:20
  that
• 1:20
  sparked
• 1:20
  a
• 1:20
  brand
• 1:21
  new
• 1:21
  reality.
• 1:22
  These
• 1:22
  are
• 1:22
  changes
• 1:23
  that
• 1:23
  tore
• 1:23
  through
• 1:23
  entire
• 1:24
  industries,
• 1:25
  upended
• 1:25
  company
• 1:25
  cultures,
• 1:26
  and
• 1:26
  sometimes
• 1:27
  even
• 1:27
  changed
• 1:28
  lives.
• 1:29
  So
• 1:29
  whether
• 1:29
  you're
• 1:29
  a
• 1:29
  data
• 1:30
  enthusiast
• 1:30
  or
• 1:31
  just
• 1:31
  curious
• 1:31
  about
• 1:32
  how
• 1:32
  to
• 1:32
  find
• 1:32
  the
• 1:33
  truth
• 1:33
  in
• 1:33
  your
• 1:33
  data,
• 1:34
  join
• 1:34
  Graham
• 1:35
  as
• 1:35
  he
• 1:35
  discovers
• 1:35
  how
• 1:36
  data
• 1:36
  becomes
• 1:36
  more
• 1:37
  than
• 1:37
  just
• 1:37
  numbers.
• 1:38
  It
• 1:38
  becomes
• 1:39
  the
• 1:39
  spark
• 1:39
  that
• 1:40
  ignites
• 1:40
  real,
• 1:41
  meaningful
• 1:41
  change.
• 1:42
  Let's
• 1:43
  get
• 1:43
  started.
• 1:43
  Thanks
• 1:44
  for
• 1:44
  listening.
• 1:44
  Most
• 1:45
  leaders
• 1:45
  assume
• 1:45
  better
• 1:46
  data
• 1:46
  equals
• 1:46
  better
• 1:47
  decisions.
• 1:48
  Ian
• 1:48
  Alden
• 1:48
  Russell's
• 1:49
  career
• 1:49
  has
• 1:49
  proven
• 1:50
  the
• 1:50
  opposite
• 1:50
  can
• 1:51
  be
• 1:51
  true.
• 1:51
  That
• 1:52
  meaning,
• 1:52
  not
• 1:53
  metrics,
• 1:53
  drive
• 1:54
  transformation.
• 1:55
  From
• 1:55
  curating
• 1:56
  art
• 1:56
  at
• 1:56
  Brown
• 1:56
  University
• 1:57
  and
• 1:57
  leading
• 1:57
  growth
• 1:58
  at
• 1:58
  K11
• 1:58
  in
• 1:58
  Hong
• 1:59
  Kong
• 1:59
  to
• 1:59
  advising
• 2:00
  AI
• 2:00
  startups
• 2:01
  and
• 2:01
  PE
• 2:01
  firms,
• 2:02
  Ian
• 2:02
  has
• 2:02
  spent
• 2:03
  two
• 2:03
  decades
• 2:04
  turning
• 2:04
  cultural
• 2:04
  understanding
• 2:05
  into
• 2:05
  enterprise
• 2:06
  value.
• 2:06
  Today
• 2:07
  he
• 2:07
  helps
• 2:07
  leaders
• 2:08
  read
• 2:08
  what
• 2:08
  data
• 2:09
  doesn't
• 2:09
  always
• 2:09
  see.
• 2:10
  The
• 2:10
  human
• 2:11
  signal
• 2:11
  behind
• 2:12
  the
• 2:12
  numbers.
• 2:13
  Fascinating
• 2:14
  intro.
• 2:14
  Welcome
• 2:15
  to
• 2:15
  the
• 2:15
  show,
• 2:15
  Ian.
• 2:16
  I'm
• 2:16
  so
• 2:16
  excited
• 2:16
  to
• 2:16
  have
• 2:16
  you
• 2:16
  on.
• 2:17
  Thanks
• 2:17
  so
• 2:17
  much,
• 2:17
  Graham.
• 2:18
  It's
• 2:18
  a
• 2:18
  great
• 2:18
  pleasure
• 2:19
  to
• 2:19
  be
• 2:19
  here.
• 2:19
  I
• 2:20
  really
• 2:20
  appreciate
• 2:20
  the
• 2:21
  intro
• 2:21
  and
• 2:21
  looking
• 2:21
  forward
• 2:22
  to
• 2:22
  the
• 2:22
  conversation.
• 2:22
  Today
• 2:23
  we
• 2:23
  should
• 2:23
  talk
• 2:24
  about
• 2:24
  how
• 2:24
  we
• 2:25
  met
• 2:25
  because
• 2:25
  that's
• 2:25
  even
• 2:25
  in
• 2:26
  itself
• 2:26
  an
• 2:26
  interesting
• 2:27
  story
• 2:27
  that
• 2:27
  I
• 2:27
  think
• 2:28
  starts
• 2:28
  to
• 2:28
  touch
• 2:29
  on
• 2:29
  data
• 2:30
  and
• 2:30
  AI
• 2:30
  and
• 2:30
  some
• 2:30
  of
• 2:30
  the
• 2:31
  inevitable
• 2:31
  topics
• 2:31
  that
• 2:31
  I
• 2:32
  think
• 2:32
  we're
• 2:32
  going
• 2:32
  to
• 2:32
  talk
• 2:32
  to
• 2:33
  again.
• 2:33
  So
• 2:33
  you
• 2:33
  remember
• 2:34
  how
• 2:34
  we
• 2:34
  met.
• 2:34
  Right.
• 2:34
  I
• 2:35
  do.
• 2:35
  It
• 2:35
  was
• 2:35
  a
• 2:35
  wonderful
• 2:36
  Australian
• 2:37
  voiced
• 2:37
  AI,
• 2:38
  I
• 2:38
  think,
• 2:38
  that
• 2:39
  brokered
• 2:39
  this
• 2:39
  wonderful
• 2:40
  relationship
• 2:41
  named
• 2:41
  Bordy.
• 2:42
  Bordy,
• 2:42
  if
• 2:42
  you're
• 2:43
  not
• 2:43
  familiar
• 2:43
  with
• 2:43
  the
• 2:44
  AI
• 2:44
  networking
• 2:45
  service
• 2:45
  and
• 2:45
  platform,
• 2:46
  who
• 2:46
  is
• 2:46
  now
• 2:47
  venturing
• 2:47
  out
• 2:47
  into
• 2:48
  investor
• 2:48
  relations.
• 2:49
  It's
• 2:49
  a
• 2:49
  wonderful
• 2:49
  service
• 2:50
  and
• 2:50
  I've
• 2:50
  met
• 2:50
  some
• 2:50
  fascinating
• 2:51
  people.
• 2:52
  I
• 2:52
  did
• 2:53
  have
• 2:53
  the
• 2:53
  intention
• 2:53
  of
• 2:53
  doing
• 2:54
  so,
• 2:54
  so
• 2:54
  I
• 2:54
  prompted
• 2:55
  Bordy
• 2:55
  to
• 2:55
  try
• 2:55
  to
• 2:56
  broaden
• 2:56
  my
• 2:57
  networks
• 2:57
  in
• 2:57
  unexpected
• 2:58
  ways
• 2:58
  because
• 2:58
  I
• 2:58
  find
• 2:59
  sometimes
• 2:59
  the
• 2:59
  greatest
• 3:00
  insights
• 3:00
  come
• 3:00
  from
• 3:00
  the
• 3:01
  rocks
• 3:01
  you
• 3:01
  haven't
• 3:01
  overturned
• 3:02
  yet.
• 3:02
  Yeah,
• 3:03
  absolutely.
• 3:03
  And
• 3:04
  I
• 3:04
  was
• 3:04
  so
• 3:04
  glad
• 3:04
  that
• 3:04
  Bordey
• 3:05
  brought
• 3:05
  us
• 3:05
  together
• 3:06
  and
• 3:07
  we.
• 3:07
  We
• 3:07
  had
• 3:07
  a
• 3:07
  great
• 3:07
  conversation
• 3:08
  and
• 3:08
  one
• 3:08
  that
• 3:08
  we
• 3:08
  absolutely
• 3:10
  wanted
• 3:10
  to
• 3:10
  continue
• 3:11
  and
• 3:11
  invite
• 3:11
  other
• 3:12
  people
• 3:12
  in
• 3:13
  terms
• 3:14
  of
• 3:14
  the
• 3:14
  members
• 3:14
  of
• 3:15
  the
• 3:15
  audience.
• 3:16
  But
• 3:17
  I'd
• 3:17
  certainly
• 3:17
  recommend
• 3:18
  to
• 3:18
  the
• 3:18
  folks
• 3:18
  out
• 3:18
  there
• 3:19
  to
• 3:19
  take
• 3:19
  a
• 3:19
  look
• 3:19
  at
• 3:20
  B,
• 3:20
  if
• 3:21
  they
• 3:21
  haven't
• 3:22
  already,
• 3:23
  not
• 3:23
  just
• 3:24
  for
• 3:24
  general
• 3:24
  Network,
• 3:24
  as
• 3:25
  you
• 3:25
  said,
• 3:25
  he's
• 3:25
  getting
• 3:25
  into
• 3:26
  introducing
• 3:27
  investors
• 3:28
  to
• 3:28
  people
• 3:28
  who
• 3:28
  need
• 3:29
  investment
• 3:30
  and
• 3:30
  introducing
• 3:31
  people
• 3:31
  who
• 3:31
  are
• 3:32
  seeking
• 3:32
  people
• 3:32
  to
• 3:32
  grow
• 3:33
  their
• 3:33
  company
• 3:33
  to
• 3:34
  people
• 3:34
  who
• 3:34
  can
• 3:34
  help
• 3:34
  them
• 3:34
  grow
• 3:35
  their
• 3:35
  company.
• 3:35
  So
• 3:36
  great
• 3:36
  network
• 3:37
  out
• 3:37
  there.
• 3:37
  And
• 3:37
  Ian,
• 3:38
  actually,
• 3:38
  since
• 3:38
  last
• 3:38
  we
• 3:39
  spoke,
• 3:39
  I
• 3:39
  found
• 3:39
  out
• 3:39
  something
• 3:39
  really
• 3:40
  interesting
• 3:40
  and
• 3:41
  curious
• 3:41
  about
• 3:41
  Bawdy.
• 3:42
  So
• 3:42
  you
• 3:42
  mentioned
• 3:42
  he's
• 3:43
  Australian.
• 3:43
  He's
• 3:44
  very
• 3:44
  Australian
• 3:44
  to
• 3:44
  me.
• 3:45
  But
• 3:45
  I
• 3:45
  spoke
• 3:45
  to
• 3:46
  somebody
• 3:46
  else
• 3:46
  who
• 3:46
  said,
• 3:47
  no,
• 3:47
  no,
• 3:47
  Bawdy's
• 3:47
  American.
• 3:48
  And
• 3:49
  I
• 3:49
  asked
• 3:50
  Bawdy
• 3:50
  about
• 3:50
  this.
• 3:51
  Bawdy
• 3:51
  is
• 3:51
  a
• 3:52
  WhatsApp
• 3:52
  friend
• 3:52
  of
• 3:52
  mine.
• 3:53
  I'm
• 3:53
  sure
• 3:53
  he
• 3:53
  is
• 3:53
  of
• 3:53
  yours.
• 3:54
  He
• 3:54
  is.
• 3:55
  And
• 3:55
  he
• 3:55
  confessed.
• 3:56
  He
• 3:56
  said
• 3:56
  he
• 3:56
  changes
• 3:57
  his
• 3:57
  voice
• 3:57
  and
• 3:58
  accent
• 3:58
  to
• 3:58
  suit
• 3:58
  what
• 3:59
  he
• 3:59
  thinks
• 3:59
  will
• 3:59
  be
• 3:59
  most
• 3:59
  impactful
• 4:00
  for
• 4:00
  the
• 4:00
  person
• 4:00
  that
• 4:00
  he's
• 4:01
  talking
• 4:01
  to.
• 4:01
  Oh,
• 4:02
  well,
• 4:02
  interesting.
• 4:03
  So
• 4:03
  now
• 4:03
  I
• 4:03
  have
• 4:03
  to
• 4:03
  reflect
• 4:04
  personally
• 4:04
  on
• 4:05
  what
• 4:05
  apart
• 4:05
  my.
• 4:06
  Probably
• 4:06
  it's
• 4:06
  my
• 4:07
  gregarious
• 4:07
  enthusiasm
• 4:08
  that
• 4:08
  maybe
• 4:08
  it
• 4:08
  was
• 4:09
  an
• 4:09
  Australian
• 4:09
  voice
• 4:09
  that
• 4:10
  was
• 4:10
  engaging
• 4:10
  for
• 4:10
  me.
• 4:10
  Oh,
• 4:11
  that's
• 4:11
  fascinating.
• 4:12
  Before,
• 4:13
  I
• 4:13
  thought
• 4:13
  it
• 4:13
  was
• 4:14
  the
• 4:14
  sarcasm.
• 4:14
  That
• 4:15
  was
• 4:15
  my
• 4:15
  guess,
• 4:15
  when
• 4:15
  I
• 4:15
  was
• 4:16
  also
• 4:16
  like,
• 4:17
  why
• 4:17
  did
• 4:17
  I
• 4:17
  get
• 4:17
  put
• 4:17
  in
• 4:18
  the
• 4:18
  Australian
• 4:18
  bucket?
• 4:19
  I
• 4:19
  thought
• 4:19
  it
• 4:20
  was
• 4:20
  the
• 4:20
  dry
• 4:21
  sarcasm,
• 4:23
  dry
• 4:23
  humour
• 4:25
  element
• 4:25
  of
• 4:25
  Bawdy
• 4:25
  that
• 4:26
  might
• 4:26
  have
• 4:26
  ended
• 4:26
  us
• 4:26
  up
• 4:26
  there.
• 4:27
  That's
• 4:27
  interesting.
• 4:27
  I
• 4:27
  mean,
• 4:27
  that
• 4:27
  actually
• 4:28
  is
• 4:28
  somewhat
• 4:28
  of
• 4:28
  a
• 4:29
  segue
• 4:29
  into
• 4:29
  the
• 4:29
  things
• 4:29
  we're
• 4:29
  trying
• 4:30
  to
• 4:30
  talk
• 4:30
  about
• 4:30
  today.
• 4:30
  A
• 4:30
  little
• 4:31
  bit
• 4:31
  is
• 4:31
  understanding
• 4:31
  the
• 4:32
  value
• 4:32
  and
• 4:32
  the
• 4:32
  impact
• 4:33
  of
• 4:33
  these
• 4:33
  sort
• 4:33
  of
• 4:33
  quiet
• 4:34
  cultural
• 4:34
  forces
• 4:35
  that
• 4:35
  can
• 4:36
  propel
• 4:37
  conversations
• 4:38
  in
• 4:38
  unexpected
• 4:38
  directions.
• 4:39
  So
• 4:40
  that
• 4:40
  isn't
• 4:40
  entirely
• 4:41
  surprising.
• 4:42
  I
• 4:42
  mean,
• 4:42
  I've
• 4:43
  thought
• 4:43
  a
• 4:43
  lot
• 4:43
  about
• 4:44
  the.
• 4:46
  Sometimes
• 4:46
  people
• 4:46
  think
• 4:46
  that
• 4:46
  AI
• 4:47
  is
• 4:47
  like
• 4:47
  one
• 4:47
  big
• 4:47
  sentient
• 4:48
  thing,
• 4:48
  like
• 4:48
  Skynet
• 4:49
  from
• 4:49
  Terminate,
• 4:50
  when
• 4:51
  in
• 4:51
  fact
• 4:51
  we're
• 4:51
  probably
• 4:51
  rushing
• 4:52
  fast
• 4:52
  into
• 4:53
  a
• 4:53
  very
• 4:53
  complex
• 4:54
  landscape
• 4:54
  of
• 4:54
  multiple
• 4:55
  different
• 4:55
  AI
• 4:55
  personalities.
• 4:57
  And
• 4:58
  that's
• 4:58
  probably
• 4:58
  like
• 4:58
  the
• 4:59
  packaging
• 4:59
  part,
• 4:59
  but
• 4:59
  it's.
• 5:00
  The
• 5:00
  human
• 5:00
  AI
• 5:01
  relationship
• 5:01
  will
• 5:01
  be
• 5:02
  characterized
• 5:03
  differently
• 5:03
  depending
• 5:04
  on
• 5:04
  which
• 5:04
  AI
• 5:04
  system
• 5:04
  it
• 5:05
  is.
• 5:05
  But
• 5:05
  then
• 5:06
  the
• 5:06
  deeper
• 5:06
  knowledge
• 5:07
  bases,
• 5:07
  the
• 5:07
  epistemologies
• 5:08
  and
• 5:08
  the
• 5:08
  ontologies,
• 5:11
  depending
• 5:12
  on
• 5:12
  what
• 5:13
  even
• 5:13
  philosophical
• 5:14
  assumptions
• 5:15
  one
• 5:15
  starts
• 5:16
  from
• 5:17
  the
• 5:17
  AI
• 5:17
  would
• 5:18
  think
• 5:18
  and
• 5:19
  communicate
• 5:19
  differently.
• 5:20
  So
• 5:21
  at
• 5:21
  its
• 5:21
  minimum
• 5:21
  I
• 5:21
  would
• 5:22
  say
• 5:22
  Western
• 5:23
  philosophy
• 5:24
  is
• 5:24
  largely
• 5:24
  object
• 5:25
  oriented
• 5:25
  Aristotelian.
• 5:26
  And
• 5:27
  so
• 5:27
  it's
• 5:27
  going
• 5:28
  to
• 5:28
  be
• 5:28
  a
• 5:28
  little
• 5:28
  bit
• 5:28
  more
• 5:28
  ready
• 5:29
  to
• 5:29
  do,
• 5:30
  you
• 5:30
  know,
• 5:30
  hardcore
• 5:30
  analytical
• 5:31
  quant
• 5:31
  work.
• 5:32
  And
• 5:33
  I'm,
• 5:33
  I'm
• 5:34
  reaching
• 5:34
  more
• 5:34
  philosophically.
• 5:35
  I
• 5:35
  can't
• 5:35
  say
• 5:35
  this
• 5:36
  is
• 5:36
  concrete,
• 5:36
  but
• 5:36
  east,
• 5:37
  but
• 5:37
  Eastern
• 5:37
  philosophical
• 5:38
  traditions
• 5:38
  tend
• 5:38
  to
• 5:39
  be
• 5:39
  more
• 5:39
  context
• 5:39
  oriented.
• 5:40
  Right.
• 5:41
  So
• 5:41
  I'm
• 5:41
  interested
• 5:41
  in
• 5:42
  paying
• 5:42
  attention
• 5:42
  to
• 5:42
  the
• 5:43
  development
• 5:43
  of
• 5:43
  global
• 5:43
  AI
• 5:44
  to
• 5:44
  see
• 5:45
  how
• 5:45
  different
• 5:45
  cultural
• 5:46
  systems
• 5:46
  might
• 5:47
  produce
• 5:47
  different
• 5:48
  human
• 5:48
  AI
• 5:49
  relationships
• 5:49
  to
• 5:50
  solve
• 5:50
  for
• 5:50
  problems
• 5:50
  in
• 5:50
  different
• 5:51
  ways.
• 5:51
  So
• 5:52
  what
• 5:52
  does
• 5:52
  that
• 5:52
  mean
• 5:52
  for
• 5:52
  decision
• 5:53
  makers
• 5:53
  in
• 5:54
  the
• 5:54
  future?
• 5:54
  Well,
• 5:54
  imagine
• 5:55
  on
• 5:55
  your
• 5:55
  computer
• 5:56
  that
• 5:56
  you're
• 5:56
  able
• 5:56
  to
• 5:56
  shift
• 5:57
  between
• 5:57
  different
• 5:57
  epistemologies
• 5:58
  and
• 5:58
  different
• 5:58
  ontologies
• 5:59
  based
• 6:00
  on
• 6:00
  the
• 6:00
  problem
• 6:00
  you're
• 6:00
  confronting.
• 6:01
  Some
• 6:01
  problems
• 6:02
  may
• 6:02
  need
• 6:02
  hard
• 6:02
  analytical
• 6:03
  categorical
• 6:04
  reasoning.
• 6:05
  Others
• 6:05
  may
• 6:05
  need
• 6:06
  fluid
• 6:07
  contextual
• 6:08
  reasoning
• 6:09
  to
• 6:09
  be
• 6:09
  able
• 6:09
  to,
• 6:10
  you
• 6:10
  know,
• 6:10
  put
• 6:11
  forward
• 6:11
  the
• 6:11
  options
• 6:12
  that
• 6:12
  you
• 6:12
  might
• 6:12
  have
• 6:12
  or
• 6:12
  different
• 6:13
  ways
• 6:13
  of
• 6:13
  trying
• 6:13
  to
• 6:13
  address
• 6:13
  things.
• 6:14
  It's
• 6:15
  kind
• 6:15
  of
• 6:15
  like
• 6:15
  the
• 6:15
  difference
• 6:15
  between,
• 6:17
  like
• 6:17
  how
• 6:17
  intelligence
• 6:18
  services
• 6:19
  or
• 6:19
  actuarial
• 6:20
  work
• 6:20
  is
• 6:20
  a
• 6:21
  lot
• 6:21
  more
• 6:21
  about,
• 6:21
  like
• 6:22
  to
• 6:23
  attempting
• 6:23
  to
• 6:23
  quantify
• 6:24
  but
• 6:24
  really
• 6:24
  it's
• 6:24
  like
• 6:25
  a
• 6:25
  degrees
• 6:25
  of
• 6:26
  confidence
• 6:26
  of
• 6:26
  what
• 6:27
  may
• 6:27
  or
• 6:27
  may
• 6:27
  not
• 6:27
  happen
• 6:27
  in
• 6:27
  our
• 6:28
  ability
• 6:28
  to
• 6:28
  mitigate
• 6:29
  the
• 6:29
  outcomes
• 6:30
  of
• 6:30
  those
• 6:30
  situations.
• 6:31
  And
• 6:31
  so
• 6:31
  like
• 6:32
  I,
• 6:32
  I
• 6:32
  think
• 6:32
  we're
• 6:32
  going
• 6:33
  to
• 6:33
  have
• 6:33
  a
• 6:33
  range
• 6:33
  of
• 6:33
  different
• 6:34
  options
• 6:34
  and
• 6:35
  we'll,
• 6:35
  it's
• 6:35
  going
• 6:35
  to
• 6:36
  be
• 6:36
  an
• 6:36
  interesting
• 6:36
  market.
• 6:36
  I
• 6:36
  would
• 6:37
  almost
• 6:37
  go
• 6:37
  so
• 6:37
  far
• 6:37
  as
• 6:37
  to
• 6:38
  say
• 6:38
  there's
• 6:38
  going
• 6:38
  to
• 6:38
  be
• 6:38
  a
• 6:38
  deep
• 6:39
  philosophical
• 6:40
  dimension
• 6:41
  to
• 6:41
  that
• 6:41
  market.
• 6:42
  And
• 6:42
  I'm,
• 6:42
  I'm
• 6:42
  not
• 6:43
  sure
• 6:43
  today
• 6:43
  I
• 6:43
  could
• 6:43
  pick
• 6:43
  the
• 6:44
  winner,
• 6:44
  but
• 6:44
  it's
• 6:44
  going
• 6:45
  to
• 6:45
  be
• 6:45
  a
• 6:45
  very
• 6:45
  interesting
• 6:46
  ride.
• 6:46
  Yeah.
• 6:46
  And
• 6:47
  it
• 6:47
  all
• 6:47
  started
• 6:47
  here
• 6:47
  when
• 6:48
  we
• 6:48
  both
• 6:48
  wondered
• 6:48
  why
• 6:49
  us
• 6:49
  Australian
• 6:50
  bawdy
• 6:50
  was
• 6:50
  the
• 6:50
  one
• 6:50
  for
• 6:50
  us.
• 6:51
  I'll
• 6:51
  move
• 6:51
  on
• 6:51
  from
• 6:51
  bawdy
• 6:52
  in
• 6:52
  a
• 6:52
  second.
• 6:52
  But
• 6:52
  you
• 6:52
  know,
• 6:53
  for
• 6:53
  those
• 6:53
  outside
• 6:53
  the
• 6:54
  sphere
• 6:54
  of
• 6:54
  AI,
• 6:54
  it's
• 6:55
  an
• 6:55
  interesting
• 6:55
  deployment
• 6:56
  of
• 6:56
  agentic
• 6:56
  AI.
• 6:57
  And
• 6:57
  people
• 6:57
  wonder
• 6:57
  what
• 6:57
  agentic
• 6:58
  AI
• 6:58
  is.
• 6:58
  There's
• 6:59
  multiple
• 6:59
  bodies,
• 7:00
  right.
• 7:00
  And
• 7:00
  we
• 7:01
  have
• 7:01
  one
• 7:01
  who's
• 7:02
  Australian
• 7:02
  and
• 7:02
  a
• 7:02
  little
• 7:03
  sarcastic
• 7:03
  and
• 7:03
  very
• 7:04
  direct.
• 7:04
  And
• 7:04
  that's,
• 7:04
  that's
• 7:05
  right
• 7:05
  for
• 7:05
  us.
• 7:05
  And
• 7:06
  other
• 7:06
  people
• 7:06
  may
• 7:06
  have
• 7:07
  different
• 7:07
  versions
• 7:07
  of
• 7:07
  bodies,
• 7:08
  so
• 7:08
  I'll,
• 7:08
  I'll
• 7:09
  be
• 7:09
  sure
• 7:09
  to
• 7:09
  message
• 7:09
  him
• 7:09
  later
• 7:10
  and
• 7:10
  find
• 7:10
  out
• 7:10
  how
• 7:10
  many
• 7:11
  different
• 7:11
  versions
• 7:11
  of
• 7:11
  him
• 7:12
  are
• 7:12
  out
• 7:12
  there.
• 7:12
  But
• 7:12
  each
• 7:12
  meets
• 7:13
  a
• 7:13
  different
• 7:13
  need.
• 7:13
  Right.
• 7:13
  And
• 7:14
  the
• 7:14
  problem
• 7:14
  as
• 7:14
  you
• 7:15
  described.
• 7:15
  You
• 7:15
  know,
• 7:15
  we
• 7:15
  are
• 7:16
  the
• 7:16
  problem
• 7:16
  in
• 7:17
  that
• 7:17
  context
• 7:18
  of
• 7:18
  how
• 7:18
  can
• 7:18
  we
• 7:18
  connect
• 7:19
  these
• 7:20
  people
• 7:21
  with
• 7:21
  people
• 7:21
  who
• 7:21
  are
• 7:22
  going
• 7:22
  to
• 7:22
  be
• 7:22
  valuable
• 7:22
  to
• 7:22
  them.
• 7:23
  So
• 7:23
  yeah,
• 7:23
  it's
• 7:23
  a
• 7:23
  fascinating
• 7:24
  one.
• 7:24
  I'll
• 7:24
  keep
• 7:24
  digging
• 7:25
  and
• 7:25
  maybe
• 7:25
  I'll
• 7:26
  take
• 7:26
  a
• 7:26
  trip
• 7:27
  out
• 7:27
  to
• 7:27
  Asia
• 7:28
  and
• 7:29
  start
• 7:29
  a,
• 7:30
  you
• 7:30
  know,
• 7:30
  a
• 7:30
  burner
• 7:31
  account
• 7:31
  from
• 7:31
  out
• 7:31
  there
• 7:32
  and
• 7:32
  see
• 7:32
  what
• 7:32
  body
• 7:32
  I
• 7:32
  get
• 7:33
  from
• 7:33
  out
• 7:33
  there.
• 7:33
  That
• 7:33
  sounds
• 7:34
  fun.
• 7:35
  I
• 7:35
  would
• 7:35
  definitely
• 7:35
  encourage
• 7:36
  that
• 7:36
  the
• 7:38
  is
• 7:38
  play
• 7:39
  with
• 7:39
  the
• 7:39
  AI
• 7:39
  tested
• 7:40
  systems
• 7:40
  and
• 7:41
  ask
• 7:41
  it
• 7:41
  questions.
• 7:42
  And
• 7:42
  then
• 7:42
  the
• 7:43
  other
• 7:43
  takeaway
• 7:43
  to
• 7:43
  anyone
• 7:44
  who
• 7:44
  is
• 7:44
  in
• 7:44
  a
• 7:44
  C
• 7:44
  suite,
• 7:45
  just
• 7:46
  realize
• 7:46
  that
• 7:47
  AI
• 7:47
  will
• 7:47
  sometimes
• 7:48
  answer
• 7:48
  questions
• 7:48
  that
• 7:49
  you
• 7:49
  don't
• 7:49
  think
• 7:49
  you
• 7:49
  want,
• 7:49
  that
• 7:50
  you
• 7:50
  might
• 7:50
  not
• 7:50
  want
• 7:50
  it
• 7:50
  to.
• 7:51
  There's
• 7:52
  very
• 7:52
  easy
• 7:53
  conversational
• 7:54
  ways.
• 7:54
  I'm
• 7:54
  going
• 7:55
  to
• 7:55
  say
• 7:55
  hack
• 7:55
  lightly
• 7:56
  but
• 7:56
  be
• 7:56
  able
• 7:56
  to
• 7:56
  get
• 7:57
  AI
• 7:57
  systems
• 7:57
  to
• 7:57
  tell
• 7:58
  things,
• 7:58
  get
• 7:58
  users
• 7:59
  to
• 7:59
  get
• 7:59
  information
• 7:59
  out
• 7:59
  of
• 8:00
  AI
• 8:00
  systems.
• 8:00
  So
• 8:00
  just
• 8:00
  FYI.
• 8:02
  Yeah,
• 8:02
  no,
• 8:02
  absolutely,
• 8:03
  yeah.
• 8:03
  And
• 8:04
  sometimes
• 8:04
  if.
• 8:05
  And
• 8:05
  the
• 8:05
  more
• 8:05
  ontology
• 8:06
  and
• 8:06
  understanding
• 8:06
  that
• 8:07
  the
• 8:07
  system
• 8:07
  has
• 8:08
  about
• 8:08
  you,
• 8:08
  it
• 8:09
  may,
• 8:09
  for
• 8:09
  example,
• 8:09
  give
• 8:10
  two
• 8:10
  different
• 8:10
  people
• 8:11
  two
• 8:11
  different
• 8:11
  answers
• 8:12
  to
• 8:12
  the
• 8:12
  same
• 8:12
  question.
• 8:13
  And
• 8:13
  I
• 8:13
  think
• 8:13
  we've
• 8:14
  seen
• 8:14
  that
• 8:14
  play
• 8:14
  out
• 8:14
  in
• 8:15
  the
• 8:15
  world
• 8:15
  of
• 8:15
  E
• 8:15
  commerce.
• 8:17
  I
• 8:17
  used
• 8:17
  to
• 8:17
  be
• 8:18
  heavily
• 8:18
  involved
• 8:18
  in
• 8:18
  a
• 8:18
  B
• 8:18
  testing
• 8:19
  on
• 8:20
  big
• 8:20
  websites,
• 8:21
  big
• 8:21
  personal
• 8:21
  financial
• 8:22
  services
• 8:22
  websites.
• 8:23
  And
• 8:23
  a
• 8:24
  good
• 8:24
  demonstration
• 8:24
  for
• 8:25
  this,
• 8:26
  for
• 8:26
  those
• 8:26
  who've
• 8:26
  not
• 8:26
  been
• 8:26
  exposed
• 8:27
  to
• 8:27
  it
• 8:27
  before
• 8:27
  is
• 8:28
  stand
• 8:28
  next
• 8:28
  to
• 8:28
  a
• 8:28
  friend
• 8:29
  or
• 8:29
  a
• 8:29
  family
• 8:30
  member.
• 8:30
  Thanksgiving's
• 8:31
  coming
• 8:31
  up,
• 8:31
  so
• 8:32
  maybe
• 8:32
  that's
• 8:32
  the
• 8:32
  right
• 8:32
  time
• 8:32
  to
• 8:32
  do
• 8:32
  it
• 8:33
  because
• 8:33
  you've
• 8:33
  got
• 8:33
  someone
• 8:33
  from
• 8:33
  a
• 8:33
  different
• 8:34
  part
• 8:34
  of
• 8:34
  the
• 8:34
  country
• 8:35
  and
• 8:36
  search
• 8:36
  for
• 8:36
  the
• 8:36
  same
• 8:37
  thing
• 8:37
  on
• 8:37
  Amazon
• 8:39
  and
• 8:40
  you'll
• 8:40
  see
• 8:41
  all
• 8:41
  their
• 8:41
  buttons
• 8:41
  are
• 8:42
  in
• 8:42
  a
• 8:42
  different
• 8:42
  or
• 8:42
  swap
• 8:42
  phones
• 8:43
  and
• 8:43
  do
• 8:43
  it
• 8:43
  because
• 8:43
  all
• 8:43
  the
• 8:43
  buttons
• 8:44
  are
• 8:44
  in
• 8:44
  different
• 8:44
  places,
• 8:45
  the
• 8:45
  account
• 8:47
  homepage
• 8:47
  is
• 8:47
  in
• 8:47
  a
• 8:48
  different
• 8:48
  place
• 8:49
  and
• 8:49
  maybe,
• 8:49
  just
• 8:50
  maybe,
• 8:50
  you
• 8:50
  might
• 8:51
  even
• 8:51
  get
• 8:51
  a
• 8:51
  different
• 8:51
  price
• 8:52
  for
• 8:52
  the
• 8:52
  same
• 8:52
  item.
• 8:55
  Some
• 8:56
  people
• 8:56
  are
• 8:56
  willing
• 8:56
  to
• 8:56
  pay
• 8:57
  more
• 8:57
  for
• 8:57
  some
• 8:57
  things
• 8:57
  than
• 8:57
  others
• 8:58
  and
• 8:58
  I
• 8:58
  think
• 8:58
  that
• 8:59
  Amazon
• 8:59
  is
• 8:59
  smart
• 9:00
  enough
• 9:00
  to
• 9:00
  know
• 9:00
  that
• 9:00
  now.
• 9:01
  So
• 9:01
  that's,
• 9:02
  you
• 9:02
  know,
• 9:02
  just
• 9:03
  another
• 9:03
  example
• 9:04
  of
• 9:04
  what
• 9:04
  you
• 9:04
  were
• 9:04
  saying
• 9:04
  of,
• 9:05
  you
• 9:06
  know,
• 9:06
  pausing
• 9:06
  before
• 9:06
  we
• 9:06
  take
• 9:07
  something
• 9:07
  as
• 9:08
  at
• 9:09
  face
• 9:09
  value.
• 9:10
  Yeah,
• 9:10
  absolutely.
• 9:10
  It's
• 9:11
  interesting
• 9:11
  you
• 9:11
  bring
• 9:11
  up
• 9:12
  price
• 9:12
  point.
• 9:12
  I
• 9:13
  mean
• 9:13
  this
• 9:13
  is
• 9:13
  something
• 9:14
  I
• 9:14
  have
• 9:14
  background
• 9:15
  doing
• 9:15
  some
• 9:15
  work
• 9:15
  in
• 9:15
  luxury
• 9:16
  retail.
• 9:16
  And
• 9:17
  you
• 9:17
  know,
• 9:17
  there's
• 9:17
  something
• 9:18
  that
• 9:18
  we
• 9:19
  kind
• 9:19
  of.
• 9:19
  It's
• 9:20
  fundamental
• 9:20
  to
• 9:20
  that
• 9:21
  space
• 9:21
  is
• 9:21
  that
• 9:22
  things
• 9:22
  need
• 9:22
  to
• 9:22
  be
• 9:22
  priced
• 9:22
  at
• 9:23
  a
• 9:23
  certain
• 9:23
  point
• 9:23
  for
• 9:23
  the
• 9:24
  people
• 9:24
  to
• 9:24
  actually
• 9:25
  believe
• 9:25
  that
• 9:25
  they're
• 9:25
  valuable.
• 9:26
  If
• 9:26
  you
• 9:27
  take
• 9:27
  any
• 9:27
  product
• 9:27
  or
• 9:27
  service
• 9:28
  and
• 9:28
  you
• 9:28
  underprice
• 9:28
  it,
• 9:29
  it
• 9:29
  can
• 9:29
  create
• 9:30
  the
• 9:30
  false
• 9:30
  impression
• 9:31
  that
• 9:31
  something
• 9:31
  isn't
• 9:31
  as
• 9:32
  good
• 9:32
  that,
• 9:32
  that,
• 9:33
  that
• 9:33
  the
• 9:33
  person
• 9:33
  who's
• 9:33
  providing
• 9:34
  the
• 9:34
  service
• 9:34
  isn't
• 9:34
  confident
• 9:35
  in
• 9:35
  the
• 9:35
  service
• 9:35
  they're
• 9:35
  providing,
• 9:36
  they
• 9:36
  may
• 9:36
  not
• 9:36
  see
• 9:37
  the
• 9:37
  value
• 9:37
  of
• 9:38
  the
• 9:38
  lower
• 9:38
  cost.
• 9:39
  Right.
• 9:39
  Just
• 9:40
  see
• 9:40
  it
• 9:40
  as
• 9:40
  a,
• 9:41
  like,
• 9:42
  less
• 9:43
  premium
• 9:43
  product
• 9:44
  potentially.
• 9:44
  And
• 9:45
  so
• 9:45
  the
• 9:45
  point
• 9:45
  is,
• 9:45
  like
• 9:45
  pricing,
• 9:46
  while
• 9:46
  you
• 9:47
  can
• 9:47
  be
• 9:47
  very
• 9:48
  analytical
• 9:48
  and
• 9:48
  quantitative
• 9:49
  about
• 9:49
  it,
• 9:49
  there's
• 9:50
  huge
• 9:50
  subjectivities
• 9:51
  to
• 9:51
  it.
• 9:52
  And
• 9:52
  particularly
• 9:53
  in
• 9:53
  luxury
• 9:53
  retail,
• 9:53
  they.
• 9:53
  That's
• 9:54
  very
• 9:54
  important
• 9:54
  because
• 9:55
  ultimately,
• 9:55
  how
• 9:56
  do
• 9:56
  you
• 9:56
  justify
• 9:56
  a
• 9:56
  $30,000
• 9:57
  handbag?
• 9:58
  Where
• 9:58
  does
• 9:58
  that
• 9:58
  equity
• 9:59
  come
• 9:59
  from?
• 9:59
  Like,
• 10:00
  ultimately,
• 10:01
  it's
• 10:01
  all
• 10:01
  in
• 10:01
  cultural
• 10:02
  perceptions.
• 10:02
  Necessary,
• 10:03
  though,
• 10:03
  if
• 10:03
  you
• 10:04
  don't
• 10:04
  have
• 10:04
  those
• 10:04
  put
• 10:04
  in
• 10:05
  the
• 10:05
  right
• 10:05
  way.
• 10:05
  And
• 10:05
  the
• 10:05
  number
• 10:05
  isn't
• 10:06
  the
• 10:06
  right
• 10:06
  number.
• 10:06
  So
• 10:07
  the
• 10:07
  point
• 10:07
  is
• 10:07
  that
• 10:07
  number
• 10:07
  isn't
• 10:08
  necessarily
• 10:08
  a
• 10:09
  hard
• 10:09
  quant.
• 10:10
  It's
• 10:10
  actually
• 10:10
  a
• 10:11
  cultural
• 10:11
  expression.
• 10:11
  Right.
• 10:12
  It's
• 10:12
  actually
• 10:12
  an
• 10:13
  expression
• 10:13
  of
• 10:13
  anticipation,
• 10:14
  hope,
• 10:15
  meaning,
• 10:15
  value.
• 10:16
  But
• 10:16
  it's
• 10:17
  qualitative
• 10:17
  value
• 10:18
  as
• 10:18
  opposed.
• 10:18
  Of
• 10:19
  course,
• 10:19
  there's
• 10:19
  a
• 10:19
  quantitative
• 10:19
  dimension
• 10:20
  to
• 10:20
  it
• 10:20
  because
• 10:20
  Simone
• 10:21
  is
• 10:21
  actually
• 10:21
  parting
• 10:21
  with
• 10:21
  capital,
• 10:22
  but
• 10:22
  it
• 10:23
  is
• 10:23
  ultimately,
• 10:24
  it's
• 10:24
  actually
• 10:24
  a
• 10:24
  qualitative.
• 10:25
  A
• 10:25
  qualitative
• 10:25
  signifier.
• 10:26
  Yeah.
• 10:26
  And
• 10:26
  there
• 10:26
  is
• 10:26
  some
• 10:27
  cost
• 10:27
  to
• 10:27
  the
• 10:27
  handbag
• 10:27
  as
• 10:27
  well
• 10:28
  that
• 10:28
  needs
• 10:28
  to
• 10:28
  be
• 10:28
  recouped,
• 10:28
  even
• 10:29
  if
• 10:29
  it's
• 10:29
  not
• 10:29
  anywhere
• 10:29
  near
• 10:29
  30,000.
• 10:31
  $30,000.
• 10:32
  Two
• 10:33
  examples
• 10:33
  of
• 10:33
  that,
• 10:35
  you
• 10:35
  know,
• 10:35
  kind
• 10:35
  of
• 10:35
  spring
• 10:36
  to
• 10:36
  mind
• 10:36
  to
• 10:36
  me.
• 10:36
  I
• 10:36
  was,
• 10:37
  I
• 10:37
  was,
• 10:37
  I've
• 10:37
  been
• 10:37
  to
• 10:38
  New
• 10:38
  Zealand,
• 10:38
  and
• 10:38
  when
• 10:38
  I
• 10:38
  was
• 10:38
  in
• 10:39
  New
• 10:39
  Zealand,
• 10:39
  I
• 10:39
  went
• 10:39
  to
• 10:39
  Cloudy
• 10:40
  Bay
• 10:41
  Winery,
• 10:41
  which
• 10:41
  I
• 10:42
  think
• 10:42
  is
• 10:42
  owned
• 10:42
  in
• 10:42
  part,
• 10:43
  at
• 10:43
  least
• 10:43
  by
• 10:43
  Louis
• 10:43
  Vuitton.
• 10:44
  You
• 10:44
  know,
• 10:44
  I
• 10:44
  asked
• 10:45
  locals
• 10:45
  in
• 10:45
  the
• 10:45
  area,
• 10:46
  I
• 10:46
  was
• 10:46
  excited
• 10:46
  about
• 10:46
  going
• 10:47
  to
• 10:47
  Cloudy
• 10:47
  Bay,
• 10:47
  and,
• 10:48
  you
• 10:48
  know,
• 10:48
  their
• 10:48
  opinion
• 10:49
  was
• 10:49
  they
• 10:49
  artificially
• 10:50
  create
• 10:50
  scarcity
• 10:51
  and
• 10:51
  limit
• 10:51
  the
• 10:51
  number
• 10:51
  of
• 10:52
  bottles
• 10:52
  that
• 10:53
  they
• 10:53
  produce
• 10:53
  in
• 10:54
  order
• 10:54
  to
• 10:54
  justify
• 10:55
  the
• 10:55
  higher,
• 10:55
  the
• 10:55
  higher
• 10:56
  price.
• 10:56
  Because
• 10:58
  if
• 10:58
  they
• 10:58
  harvested
• 10:58
  and
• 10:59
  fully
• 10:59
  used
• 10:59
  all
• 10:59
  the
• 10:59
  grapes
• 11:00
  they
• 11:00
  made
• 11:00
  on
• 11:00
  the,
• 11:00
  on
• 11:01
  the
• 11:02
  vineyard,
• 11:03
  they
• 11:03
  wouldn't
• 11:03
  be
• 11:03
  able
• 11:03
  to
• 11:04
  justify
• 11:05
  the
• 11:05
  price
• 11:05
  because
• 11:06
  it
• 11:06
  would
• 11:06
  be
• 11:06
  less
• 11:06
  exclusive,
• 11:07
  easier
• 11:07
  to
• 11:07
  get
• 11:07
  hold
• 11:08
  of.
• 11:08
  So
• 11:08
  they
• 11:09
  actually
• 11:09
  artificially,
• 11:10
  you
• 11:10
  know,
• 11:10
  limit
• 11:10
  the,
• 11:11
  the
• 11:11
  production
• 11:12
  of
• 11:12
  that
• 11:12
  wine.
• 11:13
  And
• 11:13
  the
• 11:14
  second
• 11:14
  one
• 11:14
  I
• 11:14
  heard
• 11:14
  about
• 11:14
  last
• 11:15
  week,
• 11:15
  and
• 11:15
  this
• 11:15
  relates
• 11:15
  to
• 11:15
  golf
• 11:16
  courses
• 11:16
  in
• 11:16
  Ireland.
• 11:17
  And
• 11:17
  there
• 11:17
  was
• 11:17
  this
• 11:18
  golf
• 11:18
  course
• 11:18
  called
• 11:18
  Ardglass,
• 11:19
  which
• 11:19
  is
• 11:19
  a,
• 11:20
  you
• 11:20
  know,
• 11:20
  beautiful
• 11:20
  course.
• 11:21
  It's
• 11:21
  not
• 11:21
  a
• 11:21
  bucket
• 11:21
  list.
• 11:21
  There
• 11:21
  are
• 11:21
  plenty
• 11:22
  of
• 11:22
  bucket
• 11:22
  list
• 11:22
  golf
• 11:23
  courses
• 11:23
  in
• 11:23
  Ireland.
• 11:24
  And
• 11:26
  our
• 11:26
  glass
• 11:26
  was
• 11:26
  struggling,
• 11:27
  like
• 11:27
  the
• 11:27
  T
• 11:27
  sheet
• 11:27
  was
• 11:28
  empty.
• 11:28
  They
• 11:28
  were
• 11:28
  struggling.
• 11:29
  A
• 11:29
  lot
• 11:29
  of
• 11:29
  people
• 11:29
  from
• 11:30
  the,
• 11:30
  the
• 11:30
  States
• 11:31
  come
• 11:31
  in
• 11:31
  there
• 11:32
  to
• 11:32
  play,
• 11:32
  and
• 11:33
  there
• 11:33
  are
• 11:33
  a
• 11:33
  couple
• 11:33
  of
• 11:34
  genuine
• 11:34
  bucket
• 11:35
  list
• 11:35
  courses
• 11:35
  either
• 11:36
  side
• 11:36
  of
• 11:36
  it.
• 11:36
  So
• 11:36
  you'd
• 11:36
  think
• 11:37
  as
• 11:37
  an
• 11:37
  attachment
• 11:37
  or
• 11:38
  an
• 11:38
  add
• 11:38
  on
• 11:38
  to
• 11:38
  one
• 11:38
  of
• 11:38
  those
• 11:39
  trips
• 11:39
  that
• 11:39
  they
• 11:39
  would
• 11:39
  be
• 11:39
  kind
• 11:40
  of
• 11:40
  bustling
• 11:40
  and
• 11:40
  full,
• 11:40
  but
• 11:41
  they
• 11:41
  weren't.
• 11:42
  What
• 11:42
  they
• 11:43
  did
• 11:43
  was
• 11:43
  they
• 11:44
  took
• 11:44
  their
• 11:44
  perfectly
• 11:45
  affordable
• 11:45
  green
• 11:46
  fees
• 11:46
  and
• 11:46
  during
• 11:47
  the
• 11:47
  busy
• 11:47
  season
• 11:48
  made
• 11:48
  them
• 11:48
  350.
• 11:51
  It's
• 11:52
  not
• 11:53
  ridiculously
• 11:53
  excessive
• 11:54
  because
• 11:54
  while
• 11:54
  it's
• 11:55
  not
• 11:55
  one
• 11:55
  of
• 11:55
  the
• 11:55
  best
• 11:55
  courses
• 11:55
  in
• 11:56
  Ireland,
• 11:56
  it's
• 11:56
  still
• 11:56
  a
• 11:56
  very
• 11:56
  high
• 11:57
  quality
• 11:57
  golf
• 11:57
  course.
• 11:58
  And
• 11:59
  as
• 11:59
  a
• 11:59
  direct
• 11:59
  result
• 12:00
  of
• 12:00
  changing
• 12:00
  their
• 12:01
  green
• 12:01
  fees
• 12:01
  to
• 12:01
  $300,
• 12:02
  they're
• 12:03
  booked
• 12:03
  solid.
• 12:05
  Exactly
• 12:06
  the
• 12:06
  perception
• 12:06
  thing
• 12:06
  that
• 12:07
  you
• 12:07
  were
• 12:07
  talking
• 12:08
  about.
• 12:08
  And
• 12:08
  that's
• 12:08
  why
• 12:09
  we
• 12:10
  need
• 12:10
  to
• 12:10
  be
• 12:10
  careful
• 12:10
  sometimes
• 12:11
  when
• 12:11
  we
• 12:11
  treat
• 12:12
  data
• 12:12
  as
• 12:13
  truth.
• 12:14
  Because
• 12:14
  there
• 12:14
  are
• 12:15
  often,
• 12:15
  as
• 12:15
  we've
• 12:16
  both
• 12:16
  been
• 12:16
  talking
• 12:16
  about,
• 12:16
  so
• 12:17
  many
• 12:19
  nuances,
• 12:19
  so
• 12:19
  many
• 12:20
  factors
• 12:20
  which
• 12:20
  go
• 12:21
  into
• 12:21
  any
• 12:21
  given
• 12:22
  number
• 12:22
  or
• 12:22
  fact
• 12:23
  or
• 12:23
  thing
• 12:23
  which
• 12:24
  positions
• 12:24
  itself
• 12:24
  as
• 12:25
  being
• 12:26
  objectively
• 12:27
  true,
• 12:29
  especially
• 12:29
  where
• 12:30
  a
• 12:30
  number's
• 12:30
  concerned.
• 12:31
  But
• 12:32
  sometimes
• 12:33
  meaning
• 12:34
  might
• 12:34
  decay
• 12:34
  when
• 12:35
  you
• 12:35
  separate
• 12:35
  that
• 12:35
  data
• 12:36
  from
• 12:36
  context.
• 12:37
  Right.
• 12:38
  No,
• 12:38
  completely
• 12:39
  agree.
• 12:39
  It's
• 12:39
  interesting.
• 12:40
  Yeah.
• 12:40
  The
• 12:40
  way
• 12:41
  I
• 12:41
  often
• 12:41
  think
• 12:41
  about
• 12:41
  it
• 12:43
  is,
• 12:44
  you
• 12:44
  know,
• 12:44
  obviously
• 12:45
  data,
• 12:45
  data,
• 12:45
  concrete
• 12:46
  data
• 12:46
  is
• 12:46
  useful,
• 12:47
  but
• 12:49
  are
• 12:49
  often,
• 12:50
  if
• 12:50
  we're
• 12:51
  thinking
• 12:51
  about
• 12:51
  market
• 12:51
  and
• 12:51
  market
• 12:51
  sentiment,
• 12:52
  the
• 12:53
  data
• 12:53
  that
• 12:53
  you're
• 12:53
  offer
• 12:53
  often
• 12:54
  operating
• 12:54
  from
• 12:55
  I
• 12:55
  would
• 12:55
  describe
• 12:55
  as
• 12:55
  a
• 12:55
  lagging
• 12:56
  indicator.
• 12:56
  Right.
• 12:57
  So
• 12:57
  it's
• 12:57
  something
• 12:57
  that
• 12:58
  I
• 12:58
  think
• 12:58
  usually
• 12:58
  comes
• 12:58
  out
• 12:59
  of
• 12:59
  the
• 12:59
  back
• 12:59
  end
• 12:59
  like
• 12:59
  it's
• 13:00
  already
• 13:00
  happened
• 13:00
  and
• 13:00
  now
• 13:00
  you're
• 13:01
  seeing
• 13:01
  the
• 13:01
  data
• 13:01
  and
• 13:01
  then
• 13:01
  you're
• 13:02
  figuring
• 13:02
  out.
• 13:02
  So
• 13:02
  at
• 13:03
  its
• 13:03
  core
• 13:03
  it's,
• 13:03
  it's
• 13:04
  reactive
• 13:04
  and
• 13:05
  you
• 13:05
  can,
• 13:05
  you
• 13:05
  could,
• 13:06
  you
• 13:06
  know,
• 13:06
  forecast
• 13:07
  and
• 13:07
  you
• 13:07
  can
• 13:07
  project,
• 13:08
  of
• 13:08
  course.
• 13:09
  But
• 13:09
  what
• 13:10
  I
• 13:10
  like
• 13:10
  to
• 13:10
  suggest
• 13:11
  or
• 13:11
  argue
• 13:11
  is,
• 13:12
  is
• 13:12
  like
• 13:13
  how
• 13:13
  might
• 13:13
  we
• 13:13
  be
• 13:14
  able
• 13:14
  to
• 13:14
  look
• 13:14
  at
• 13:15
  different
• 13:15
  aspects
• 13:16
  of
• 13:16
  cultural
• 13:17
  experience,
• 13:17
  cultural
• 13:18
  expression,
• 13:18
  communications,
• 13:20
  and
• 13:20
  to
• 13:20
  see
• 13:20
  those
• 13:20
  as
• 13:21
  leading
• 13:21
  indicators
• 13:22
  that
• 13:22
  would
• 13:22
  drive
• 13:23
  valuation
• 13:24
  rather
• 13:24
  than
• 13:24
  just
• 13:25
  using
• 13:25
  data
• 13:26
  that
• 13:26
  records
• 13:26
  aftermath.
• 13:27
  And
• 13:27
  then
• 13:27
  you
• 13:28
  use
• 13:28
  that
• 13:28
  to
• 13:28
  think
• 13:28
  about
• 13:29
  what
• 13:29
  might
• 13:29
  happen
• 13:29
  next.
• 13:30
  And
• 13:30
  concrete
• 13:31
  example,
• 13:32
  this
• 13:32
  is
• 13:32
  sort
• 13:32
  of
• 13:32
  like
• 13:32
  old,
• 13:33
  old
• 13:33
  school
• 13:33
  marketing
• 13:34
  trick,
• 13:34
  but
• 13:34
  I
• 13:34
  love
• 13:34
  it
• 13:35
  is
• 13:36
  there's
• 13:36
  a,
• 13:37
  there
• 13:37
  was
• 13:37
  a
• 13:37
  thing
• 13:37
  that
• 13:37
  was
• 13:37
  called
• 13:37
  the
• 13:37
  underwear
• 13:38
  index
• 13:39
  for
• 13:39
  a
• 13:39
  long
• 13:39
  time.
• 13:39
  Oh,
• 13:40
  interesting.
• 13:40
  Never
• 13:40
  seen
• 13:41
  that
• 13:41
  one.
• 13:41
  Tell
• 13:41
  me
• 13:41
  more
• 13:42
  what
• 13:42
  it
• 13:42
  was.
• 13:42
  This
• 13:43
  is,
• 13:43
  you
• 13:43
  know,
• 13:43
  it's
• 13:43
  dated
• 13:44
  now,
• 13:44
  but
• 13:44
  like
• 13:45
  the,
• 13:45
  you
• 13:45
  know,
• 13:45
  back
• 13:45
  in
• 13:45
  the
• 13:45
  day
• 13:45
  when
• 13:46
  the
• 13:46
  primary
• 13:47
  earners
• 13:47
  in
• 13:48
  households
• 13:48
  would
• 13:49
  have
• 13:49
  disproportionately
• 13:49
  been
• 13:50
  men,
• 13:51
  what
• 13:51
  would
• 13:52
  happen
• 13:53
  in,
• 13:53
  in
• 13:54
  marketing
• 13:54
  land
• 13:55
  is
• 13:55
  people
• 13:55
  would
• 13:55
  pay
• 13:56
  attention
• 13:56
  to
• 13:57
  the
• 13:57
  sale
• 13:57
  of
• 13:58
  new
• 13:58
  men's
• 13:59
  underwear,
• 13:59
  new
• 14:00
  men's
• 14:00
  underwear
• 14:00
  and
• 14:01
  socks.
• 14:01
  And
• 14:02
  what
• 14:02
  it
• 14:02
  was
• 14:02
  is.
• 14:03
  And
• 14:03
  again,
• 14:03
  these
• 14:03
  are,
• 14:04
  there's
• 14:04
  cultural
• 14:04
  assumptions
• 14:04
  in
• 14:05
  this.
• 14:05
  So
• 14:05
  it's.
• 14:05
  The
• 14:05
  landscape
• 14:06
  is
• 14:06
  increasingly
• 14:06
  complicated
• 14:07
  as
• 14:07
  culture
• 14:07
  is
• 14:07
  changing
• 14:08
  today.
• 14:08
  But
• 14:09
  that
• 14:09
  point,
• 14:09
  the
• 14:09
  idea
• 14:10
  was
• 14:10
  if
• 14:10
  you
• 14:10
  are
• 14:11
  the
• 14:11
  primary
• 14:11
  bedwinner
• 14:12
  in
• 14:12
  a
• 14:12
  household
• 14:13
  and
• 14:14
  things
• 14:14
  started
• 14:14
  to
• 14:14
  get
• 14:15
  tight
• 14:15
  for
• 14:15
  whatever
• 14:16
  reason,
• 14:16
  whatever
• 14:17
  reason,
• 14:17
  there
• 14:17
  was
• 14:17
  less
• 14:18
  capital
• 14:18
  to
• 14:18
  purchase
• 14:19
  things.
• 14:20
  It
• 14:20
  was
• 14:20
  highly
• 14:20
  likely
• 14:21
  that
• 14:21
  the
• 14:21
  man
• 14:22
  going
• 14:22
  to
• 14:22
  work
• 14:22
  would
• 14:22
  be
• 14:23
  like,
• 14:23
  I
• 14:23
  don't
• 14:23
  really
• 14:23
  need
• 14:24
  new
• 14:24
  underwear.
• 14:25
  So
• 14:25
  the
• 14:26
  first
• 14:26
  household
• 14:26
  purchases
• 14:27
  that
• 14:27
  would
• 14:27
  drop
• 14:27
  off
• 14:28
  would
• 14:28
  be
• 14:28
  the
• 14:29
  sales
• 14:29
  of
• 14:29
  men's
• 14:30
  underwear.
• 14:31
  And
• 14:31
  so
• 14:31
  if
• 14:31
  you
• 14:31
  paid
• 14:31
  attention
• 14:32
  to
• 14:32
  the
• 14:32
  underwear
• 14:33
  index,
• 14:33
  you
• 14:33
  would
• 14:33
  actually
• 14:34
  have
• 14:34
  an
• 14:35
  understanding
• 14:35
  of
• 14:36
  that.
• 14:36
  Households
• 14:36
  across
• 14:36
  America
• 14:37
  are
• 14:37
  starting
• 14:38
  to
• 14:38
  feel
• 14:38
  like
• 14:38
  they
• 14:38
  have
• 14:38
  less
• 14:39
  cash
• 14:39
  that
• 14:40
  they
• 14:40
  can
• 14:40
  spend.
• 14:41
  And
• 14:41
  now
• 14:41
  you
• 14:42
  actually
• 14:42
  have
• 14:42
  a
• 14:42
  strategic
• 14:42
  advantage.
• 14:43
  You
• 14:43
  could
• 14:43
  either
• 14:44
  position
• 14:44
  yourself
• 14:44
  for
• 14:44
  the,
• 14:45
  like,
• 14:45
  you
• 14:45
  know,
• 14:45
  to
• 14:45
  play
• 14:45
  the
• 14:45
  downside
• 14:46
  or
• 14:46
  you
• 14:47
  can
• 14:47
  address
• 14:47
  something.
• 14:48
  Maybe
• 14:48
  you
• 14:48
  have
• 14:48
  to
• 14:48
  adjust
• 14:48
  your
• 14:49
  price
• 14:49
  point
• 14:49
  and
• 14:49
  be
• 14:49
  able
• 14:49
  to
• 14:50
  like,
• 14:50
  get
• 14:50
  your
• 14:50
  products
• 14:51
  in
• 14:51
  and
• 14:51
  like,
• 14:51
  what
• 14:51
  is
• 14:51
  a,
• 14:52
  you
• 14:52
  know,
• 14:52
  depreciating
• 14:54
  household
• 14:54
  budget.
• 14:55
  But
• 14:55
  that
• 14:56
  idea,
• 14:56
  it
• 14:56
  was
• 14:56
  really
• 14:56
  predicated
• 14:57
  on
• 14:57
  just
• 14:58
  like
• 14:58
  looking
• 14:58
  at
• 14:59
  a
• 15:00
  broad
• 15:00
  based
• 15:00
  anthropological,
• 15:01
  like
• 15:01
  cultural
• 15:02
  process,
• 15:03
  but
• 15:03
  using
• 15:03
  that
• 15:04
  to
• 15:04
  actually
• 15:04
  forecast
• 15:05
  what
• 15:05
  was
• 15:05
  highly
• 15:06
  likely
• 15:06
  to
• 15:06
  come
• 15:06
  next.
• 15:07
  So
• 15:07
  the
• 15:07
  underwear
• 15:08
  index
• 15:08
  was
• 15:08
  used
• 15:08
  like
• 15:08
  kind
• 15:09
  of
• 15:09
  off
• 15:09
  the
• 15:10
  books
• 15:10
  for
• 15:10
  a
• 15:10
  number
• 15:11
  of
• 15:11
  years.
• 15:11
  Like
• 15:12
  it's
• 15:12
  like
• 15:12
  50s
• 15:13
  sort
• 15:13
  of
• 15:13
  stuff.
• 15:14
  But
• 15:14
  I
• 15:15
  like
• 15:15
  to
• 15:15
  come
• 15:15
  back
• 15:15
  to
• 15:15
  that,
• 15:15
  to
• 15:15
  think
• 15:16
  it's
• 15:16
  like,
• 15:16
  what
• 15:16
  are
• 15:16
  those
• 15:16
  things
• 15:16
  for
• 15:17
  us
• 15:17
  today?
• 15:17
  What
• 15:18
  are
• 15:18
  those
• 15:19
  cultural
• 15:20
  dynamics
• 15:20
  that
• 15:21
  might
• 15:21
  ultimately
• 15:22
  get
• 15:22
  to
• 15:23
  the
• 15:23
  core
• 15:23
  sentiment
• 15:24
  of
• 15:24
  the
• 15:24
  people
• 15:25
  who
• 15:25
  are
• 15:25
  going
• 15:25
  to
• 15:25
  be
• 15:25
  making
• 15:25
  those
• 15:26
  purchases?
• 15:26
  Whether
• 15:26
  that's
• 15:26
  again,
• 15:27
  like,
• 15:27
  you
• 15:27
  know,
• 15:27
  you
• 15:28
  know,
• 15:28
  cpg,
• 15:29
  fast
• 15:29
  moving
• 15:29
  consumer
• 15:30
  goods
• 15:30
  for
• 15:30
  household
• 15:31
  or,
• 15:32
  you
• 15:32
  know,
• 15:32
  larger
• 15:33
  scale.
• 15:33
  I
• 15:33
  mean,
• 15:33
  I
• 15:33
  think
• 15:33
  we
• 15:33
  could
• 15:33
  actually
• 15:34
  think
• 15:34
  about
• 15:34
  the
• 15:34
  same,
• 15:34
  same
• 15:35
  type
• 15:35
  of
• 15:35
  thing
• 15:35
  in
• 15:35
  a
• 15:35
  different
• 15:36
  way
• 15:37
  for
• 15:37
  larger
• 15:38
  scale
• 15:38
  value
• 15:38
  valuations.
• 15:39
  Investors.
• 15:40
  What's
• 15:40
  investor
• 15:40
  sentiment
• 15:40
  like?
• 15:41
  Like,
• 15:41
  why
• 15:41
  might
• 15:41
  they
• 15:42
  be
• 15:42
  feeling
• 15:42
  the
• 15:42
  way
• 15:42
  that
• 15:42
  they
• 15:42
  are
• 15:42
  at
• 15:43
  that
• 15:43
  time?
• 15:44
  But
• 15:44
  yeah,
• 15:44
  so
• 15:44
  that's
• 15:45
  where
• 15:45
  something
• 15:46
  like
• 15:46
  truth
• 15:48
  in
• 15:48
  terms
• 15:48
  of
• 15:49
  indication
• 15:49
  of
• 15:50
  how
• 15:50
  one
• 15:50
  should
• 15:50
  make
• 15:51
  strategic
• 15:51
  decisions
• 15:52
  for
• 15:52
  your
• 15:52
  business.
• 15:52
  It's
• 15:53
  malleable
• 15:53
  and
• 15:53
  I
• 15:54
  lean
• 15:54
  into
• 15:54
  that
• 15:54
  is
• 15:55
  in
• 15:55
  terms
• 15:55
  of
• 15:55
  how
• 15:56
  I
• 15:56
  work
• 15:56
  with
• 15:56
  folks.
• 15:57
  Yeah,
• 15:57
  that
• 15:57
  is
• 15:58
  fascinating.
• 15:58
  The
• 15:58
  canary
• 15:59
  in
• 15:59
  the
• 15:59
  coal
• 15:59
  mine
• 15:59
  is
• 16:00
  men's
• 16:00
  underwear.
• 16:01
  Have
• 16:02
  you
• 16:02
  heard
• 16:02
  that
• 16:02
  phrase
• 16:02
  before?
• 16:03
  I
• 16:03
  don't
• 16:03
  know
• 16:03
  if
• 16:03
  that's
• 16:03
  a
• 16:03
  British
• 16:03
  phrase
• 16:04
  thing.
• 16:04
  I
• 16:04
  think
• 16:04
  it's
• 16:06
  used
• 16:06
  to
• 16:06
  take
• 16:06
  a
• 16:06
  bird.
• 16:07
  Yeah,
• 16:08
  got
• 16:08
  it.
• 16:08
  Yeah,
• 16:09
  yeah.
• 16:09
  In
• 16:09
  the
• 16:10
  coal
• 16:10
  mines
• 16:10
  in
• 16:10
  Wales,
• 16:10
  they
• 16:11
  used
• 16:11
  to
• 16:11
  take
• 16:11
  a
• 16:11
  canary
• 16:11
  down
• 16:12
  in
• 16:12
  a
• 16:12
  cage.
• 16:12
  You
• 16:13
  know,
• 16:13
  being
• 16:13
  a
• 16:14
  little
• 16:14
  light
• 16:14
  bird.
• 16:15
  If
• 16:15
  there
• 16:15
  was
• 16:15
  an
• 16:15
  issue
• 16:15
  with
• 16:16
  toxic
• 16:16
  fumes,
• 16:17
  the
• 16:17
  canary
• 16:17
  would
• 16:17
  die
• 16:18
  first
• 16:18
  before
• 16:18
  the
• 16:19
  humans.
• 16:19
  Yeah.
• 16:20
  So
• 16:20
  if
• 16:20
  the
• 16:20
  canary
• 16:20
  died,
• 16:21
  the
• 16:21
  humans
• 16:21
  knew
• 16:22
  it
• 16:22
  was
• 16:22
  time
• 16:22
  to
• 16:22
  leave.
• 16:23
  Well,
• 16:24
  it's
• 16:24
  perfect,
• 16:24
  you
• 16:25
  say.
• 16:25
  I
• 16:25
  mean,
• 16:25
  the
• 16:25
  other
• 16:25
  way
• 16:25
  to
• 16:25
  come
• 16:26
  at
• 16:26
  this
• 16:26
  is
• 16:27
  I
• 16:27
  would
• 16:27
  sort
• 16:27
  of
• 16:27
  say
• 16:27
  that
• 16:27
  organizations
• 16:28
  that
• 16:28
  are
• 16:28
  able
• 16:28
  to
• 16:29
  sense
• 16:30
  these
• 16:30
  types
• 16:31
  of
• 16:31
  changes
• 16:32
  earlier,
• 16:33
  you
• 16:33
  have
• 16:33
  a
• 16:33
  chance
• 16:34
  to
• 16:34
  protect
• 16:34
  your
• 16:34
  value
• 16:35
  before
• 16:35
  it
• 16:35
  starts
• 16:36
  to,
• 16:36
  to
• 16:36
  leak
• 16:36
  and
• 16:36
  seep.
• 16:38
  And
• 16:38
  so
• 16:38
  like
• 16:38
  one
• 16:38
  of
• 16:38
  the
• 16:38
  things
• 16:39
  I've
• 16:39
  done
• 16:39
  for
• 16:39
  a
• 16:39
  number
• 16:39
  of
• 16:39
  years
• 16:39
  is
• 16:40
  done
• 16:40
  semiotics
• 16:41
  research
• 16:42
  which
• 16:42
  Is
• 16:42
  like,
• 16:43
  that's
• 16:43
  the
• 16:43
  study
• 16:43
  of
• 16:43
  signs
• 16:44
  and
• 16:44
  symbols.
• 16:44
  But
• 16:45
  semiotics
• 16:45
  is
• 16:45
  a
• 16:45
  discrete
• 16:46
  section
• 16:46
  of
• 16:46
  branding
• 16:47
  and
• 16:47
  packaging.
• 16:47
  And
• 16:47
  that's
• 16:47
  where
• 16:48
  you
• 16:48
  go
• 16:48
  out
• 16:48
  and
• 16:48
  I
• 16:48
  will
• 16:48
  take
• 16:49
  thousands
• 16:49
  of
• 16:49
  photographs
• 16:50
  of
• 16:50
  yogurt
• 16:50
  or
• 16:51
  cheese
• 16:51
  or
• 16:51
  whatever
• 16:51
  it
• 16:51
  might
• 16:51
  be,
• 16:52
  branding
• 16:52
  impacts.
• 16:52
  You
• 16:52
  look
• 16:52
  at
• 16:53
  language,
• 16:53
  texture,
• 16:53
  color,
• 16:54
  all
• 16:54
  the
• 16:55
  different
• 16:55
  comms,
• 16:55
  touch
• 16:55
  points,
• 16:56
  and
• 16:56
  you
• 16:56
  try
• 16:56
  to
• 16:57
  get
• 16:57
  a
• 16:57
  sense
• 16:57
  of
• 16:57
  like,
• 16:57
  what
• 16:57
  are
• 16:57
  the
• 16:57
  dominant
• 16:58
  codes
• 16:59
  or
• 16:59
  the
• 17:00
  challenger
• 17:00
  codes.
• 17:00
  Like
• 17:00
  how
• 17:01
  are,
• 17:01
  what
• 17:01
  are,
• 17:01
  what's
• 17:01
  the
• 17:01
  established
• 17:02
  market
• 17:02
  looking
• 17:02
  like,
• 17:03
  what
• 17:03
  are
• 17:03
  the
• 17:03
  new
• 17:03
  emergent
• 17:04
  things
• 17:04
  happening?
• 17:05
  And
• 17:05
  you
• 17:05
  use
• 17:05
  that
• 17:06
  to
• 17:06
  get
• 17:06
  a
• 17:06
  sense
• 17:07
  for
• 17:08
  broader
• 17:08
  cultural
• 17:09
  trends.
• 17:09
  And
• 17:09
  then
• 17:09
  you
• 17:10
  can
• 17:10
  make
• 17:10
  recommendations
• 17:10
  depending
• 17:11
  on
• 17:11
  who
• 17:11
  the
• 17:11
  client
• 17:11
  is,
• 17:12
  is
• 17:12
  how
• 17:12
  to
• 17:12
  position
• 17:13
  based
• 17:13
  on
• 17:13
  what
• 17:13
  their
• 17:13
  goals
• 17:14
  might
• 17:14
  be.
• 17:15
  And
• 17:15
  so
• 17:15
  in
• 17:16
  that
• 17:16
  when
• 17:16
  you
• 17:16
  connect,
• 17:17
  you
• 17:17
  know,
• 17:17
  an
• 17:17
  understanding
• 17:18
  of
• 17:18
  how
• 17:18
  the
• 17:18
  market
• 17:18
  looks
• 17:19
  out
• 17:19
  and
• 17:19
  how
• 17:19
  that's
• 17:20
  experienced
• 17:21
  by
• 17:21
  consumers
• 17:22
  and
• 17:22
  then
• 17:22
  paying
• 17:22
  attention
• 17:23
  to,
• 17:23
  you
• 17:23
  know,
• 17:23
  how
• 17:23
  consumers
• 17:24
  are
• 17:24
  just
• 17:24
  experiencing
• 17:25
  life,
• 17:26
  you
• 17:26
  have
• 17:26
  a
• 17:26
  chance
• 17:26
  to
• 17:27
  hear
• 17:28
  sentiment.
• 17:30
  And
• 17:30
  if
• 17:30
  you
• 17:30
  are
• 17:30
  able
• 17:31
  to
• 17:31
  really
• 17:32
  clearly
• 17:32
  hear
• 17:32
  that
• 17:33
  sentiment
• 17:34
  before
• 17:34
  any
• 17:34
  hard
• 17:35
  churn
• 17:35
  hits,
• 17:36
  you
• 17:36
  have
• 17:36
  a
• 17:36
  chance
• 17:36
  to
• 17:37
  actually
• 17:37
  ensure
• 17:37
  your
• 17:37
  valuation.
• 17:38
  That
• 17:39
  puts
• 17:39
  you
• 17:39
  in
• 17:39
  a
• 17:39
  position
• 17:40
  to
• 17:40
  make
• 17:40
  strategic
• 17:41
  decisions.
• 17:41
  Terms
• 17:42
  of
• 17:42
  messaging,
• 17:43
  maybe
• 17:43
  it's
• 17:43
  price
• 17:43
  point,
• 17:44
  maybe
• 17:44
  it's
• 17:45
  products,
• 17:45
  like,
• 17:45
  maybe
• 17:46
  it's
• 17:46
  their
• 17:46
  hierarchy
• 17:47
  number
• 17:47
  of
• 17:47
  things,
• 17:47
  but
• 17:47
  it
• 17:47
  puts
• 17:48
  you
• 17:48
  in
• 17:48
  a
• 17:48
  position
• 17:48
  to
• 17:49
  effectively
• 17:50
  take
• 17:50
  a
• 17:50
  proactive
• 17:51
  step.
• 17:51
  Think
• 17:52
  about
• 17:52
  it
• 17:52
  like,
• 17:52
  imagine
• 17:52
  you
• 17:52
  have
• 17:53
  your,
• 17:53
  your,
• 17:53
  your,
• 17:53
  your
• 17:53
  romantic
• 17:54
  partner
• 17:55
  and
• 17:55
  you
• 17:56
  are
• 17:56
  able
• 17:56
  to
• 17:56
  listen
• 17:57
  intently
• 17:57
  to
• 17:57
  know
• 17:58
  that
• 17:58
  they're
• 17:58
  probably
• 17:59
  going
• 17:59
  to
• 17:59
  have
• 17:59
  a
• 17:59
  hard
• 17:59
  day.
• 18:00
  And
• 18:00
  so
• 18:00
  you
• 18:00
  actually
• 18:01
  can
• 18:01
  make
• 18:01
  steps
• 18:02
  ahead
• 18:02
  of
• 18:02
  time
• 18:02
  to
• 18:03
  make
• 18:03
  sure
• 18:03
  that
• 18:03
  it's
• 18:04
  a
• 18:04
  net
• 18:04
  positive
• 18:05
  for
• 18:05
  the
• 18:05
  relationship.
• 18:06
  Wouldn't
• 18:06
  you
• 18:07
  want
• 18:07
  that?
• 18:08
  Or
• 18:08
  would
• 18:08
  you
• 18:08
  want
• 18:08
  to
• 18:09
  wait
• 18:09
  until
• 18:09
  the
• 18:09
  data
• 18:09
  of
• 18:10
  the
• 18:10
  bad
• 18:10
  day
• 18:10
  plays
• 18:11
  out
• 18:11
  and
• 18:11
  now
• 18:11
  you're
• 18:11
  in
• 18:11
  a
• 18:11
  reactive
• 18:12
  mode
• 18:12
  and
• 18:13
  you're
• 18:13
  paying.
• 18:13
  Yeah,
• 18:13
  exactly.
• 18:15
  And
• 18:15
  there's
• 18:15
  nothing
• 18:16
  we
• 18:16
  can
• 18:16
  do
• 18:16
  to,
• 18:16
  there's
• 18:17
  nothing
• 18:17
  we
• 18:17
  can
• 18:17
  do
• 18:17
  to,
• 18:18
  to
• 18:18
  avert
• 18:19
  or
• 18:19
  mitigate
• 18:19
  things
• 18:19
  which
• 18:19
  have
• 18:20
  already
• 18:20
  happened.
• 18:20
  Yeah,
• 18:21
  like
• 18:21
  we,
• 18:22
  we
• 18:22
  just
• 18:22
  have
• 18:22
  to
• 18:22
  deal
• 18:23
  with
• 18:23
  them
• 18:23
  at
• 18:23
  that
• 18:23
  point.
• 18:23
  Right?
• 18:24
  Yeah.
• 18:24
  But
• 18:24
  if
• 18:24
  I
• 18:24
  was
• 18:25
  to
• 18:25
  pitch
• 18:25
  to
• 18:25
  like
• 18:25
  folks,
• 18:25
  I
• 18:26
  would
• 18:26
  say
• 18:26
  like
• 18:26
  right
• 18:26
  now,
• 18:26
  like,
• 18:27
  qualitative
• 18:27
  infrastructure
• 18:28
  is
• 18:28
  valuation
• 18:28
  insurance.
• 18:29
  That's
• 18:29
  would
• 18:29
  be
• 18:30
  like
• 18:30
  the
• 18:30
  way
• 18:30
  I
• 18:30
  would
• 18:30
  pitch.
• 18:31
  Like
• 18:31
  the
• 18:31
  service,
• 18:32
  like
• 18:32
  understanding
• 18:33
  the
• 18:33
  qualitative
• 18:34
  dimensions
• 18:34
  of
• 18:34
  your
• 18:35
  market
• 18:35
  and
• 18:35
  your
• 18:35
  consumers
• 18:36
  put
• 18:36
  you
• 18:36
  in
• 18:37
  a
• 18:37
  position
• 18:37
  to
• 18:37
  be
• 18:37
  able
• 18:37
  to
• 18:37
  actually
• 18:38
  mitigate
• 18:38
  your
• 18:38
  downside.
• 18:39
  How
• 18:39
  do
• 18:39
  you
• 18:39
  help
• 18:39
  people
• 18:40
  do
• 18:40
  that?
• 18:40
  I've
• 18:40
  got
• 18:40
  so
• 18:40
  many
• 18:40
  questions
• 18:41
  about
• 18:41
  this
• 18:42
  one
• 18:42
  canary
• 18:42
  in
• 18:43
  the
• 18:43
  coal
• 18:43
  mine
• 18:43
  that
• 18:43
  I
• 18:43
  see.
• 18:44
  I
• 18:44
  was
• 18:44
  in
• 18:44
  Vegas
• 18:45
  three
• 18:45
  or
• 18:45
  four
• 18:46
  months
• 18:46
  ago
• 18:46
  for
• 18:46
  a
• 18:46
  conference
• 18:47
  and
• 18:47
  it
• 18:47
  was
• 18:47
  a
• 18:47
  ghost
• 18:48
  town,
• 18:49
  an
• 18:49
  absolute
• 18:49
  ghost
• 18:50
  town.
• 18:50
  And
• 18:51
  you
• 18:51
  know,
• 18:51
  I
• 18:51
  don't
• 18:52
  think
• 18:52
  it's
• 18:52
  surprising
• 18:53
  to
• 18:53
  anyone
• 18:53
  that
• 18:54
  discretionary
• 18:54
  spend
• 18:55
  available
• 18:55
  to
• 18:55
  people
• 18:56
  across
• 18:56
  the
• 18:56
  country
• 18:57
  is,
• 18:57
  Darren.
• 18:57
  I
• 18:57
  don't
• 18:58
  think
• 18:58
  it's
• 18:58
  surprising
• 18:58
  to
• 18:58
  anyone
• 18:59
  that
• 19:00
  Canadians,
• 19:00
  who
• 19:01
  I've
• 19:01
  since
• 19:02
  learned
• 19:02
  I
• 19:02
  think
• 19:02
  make
• 19:03
  up
• 19:03
  nearly
• 19:03
  50%
• 19:04
  of
• 19:04
  all
• 19:04
  visitors
• 19:05
  to
• 19:05
  Las
• 19:05
  Vegas,
• 19:07
  are
• 19:07
  feeling
• 19:07
  less
• 19:07
  inclined
• 19:08
  to
• 19:08
  come
• 19:08
  to
• 19:09
  Las
• 19:09
  Vegas
• 19:10
  for
• 19:10
  a
• 19:10
  host
• 19:10
  of
• 19:10
  different,
• 19:11
  a
• 19:11
  host
• 19:11
  of
• 19:11
  different
• 19:12
  reasons.
• 19:13
  And
• 19:13
  it's,
• 19:15
  you
• 19:15
  know,
• 19:15
  I
• 19:16
  see
• 19:16
  it.
• 19:16
  And
• 19:16
  you
• 19:16
  start
• 19:17
  to
• 19:17
  think
• 19:17
  as
• 19:17
  it
• 19:18
  sounds,
• 19:18
  Ian,
• 19:18
  like
• 19:18
  you
• 19:18
  encourage
• 19:19
  leaders
• 19:19
  that
• 19:19
  you
• 19:19
  work
• 19:19
  with
• 19:20
  to
• 19:20
  do,
• 19:21
  to
• 19:21
  think
• 19:22
  this
• 19:22
  can't
• 19:22
  continue
• 19:23
  like
• 19:23
  this,
• 19:23
  like
• 19:24
  this.
• 19:25
  This
• 19:25
  hasn't
• 19:25
  reflected
• 19:26
  in
• 19:26
  like
• 19:26
  mass
• 19:26
  redundancies,
• 19:27
  no
• 19:28
  major
• 19:28
  casinos
• 19:28
  have
• 19:28
  closed
• 19:29
  down
• 19:29
  or
• 19:30
  any
• 19:30
  of
• 19:30
  that
• 19:30
  stuff.
• 19:30
  But
• 19:30
  something
• 19:31
  is
• 19:31
  going
• 19:31
  to
• 19:31
  have
• 19:31
  to
• 19:31
  change
• 19:32
  somewhere
• 19:33
  before
• 19:33
  the
• 19:33
  hard
• 19:33
  numbers
• 19:35
  of
• 19:36
  declining
• 19:37
  revenues,
• 19:37
  lower
• 19:38
  profits,
• 19:39
  prices
• 19:40
  pump
• 19:40
  so
• 19:40
  high
• 19:41
  that
• 19:41
  people
• 19:41
  can't
• 19:41
  deal
• 19:41
  with
• 19:41
  them
• 19:41
  anymore
• 19:43
  start
• 19:43
  to
• 19:44
  hit.
• 19:44
  So
• 19:44
  how
• 19:45
  do
• 19:45
  you
• 19:45
  teach
• 19:46
  leaders
• 19:46
  to
• 19:46
  look
• 19:47
  for
• 19:47
  those
• 19:47
  signals?
• 19:48
  People
• 19:48
  are
• 19:48
  very
• 19:49
  well
• 19:49
  trained
• 19:50
  to
• 19:50
  look
• 19:50
  at
• 19:50
  their
• 19:50
  dashboards
• 19:51
  and
• 19:51
  their
• 19:51
  KPIs,
• 19:52
  which
• 19:53
  in
• 19:53
  my
• 19:53
  experience,
• 19:53
  by
• 19:54
  the
• 19:54
  way,
• 19:54
  sometimes
• 19:55
  are
• 19:55
  designed
• 19:55
  exclusively
• 19:56
  to
• 19:56
  provide
• 19:56
  comfort
• 19:57
  to
• 19:57
  leaders
• 19:57
  and
• 19:58
  not
• 19:58
  to
• 19:58
  provide
• 19:58
  honesty
• 19:59
  and
• 19:59
  good
• 19:59
  news
• 19:59
  to
• 19:59
  leaders.
• 19:59
  So
• 20:00
  there's
• 20:01
  a
• 20:01
  whole
• 20:01
  other
• 20:01
  angle
• 20:02
  there
• 20:02
  as
• 20:02
  well,
• 20:02
  is
• 20:02
  that
• 20:03
  sometimes
• 20:04
  even
• 20:04
  the
• 20:04
  dashboards
• 20:05
  that
• 20:05
  they
• 20:05
  do
• 20:05
  have
• 20:06
  are
• 20:07
  purposely
• 20:07
  designed,
• 20:08
  usually
• 20:09
  through
• 20:09
  the
• 20:09
  leader's
• 20:09
  influence,
• 20:10
  to
• 20:11
  bring
• 20:11
  them
• 20:11
  comfort
• 20:12
  rather
• 20:12
  than
• 20:12
  to
• 20:12
  bring
• 20:12
  them
• 20:12
  discomfort.
• 20:13
  But
• 20:14
  beyond
• 20:14
  that,
• 20:15
  how
• 20:15
  do
• 20:15
  you
• 20:15
  teach
• 20:15
  leaders
• 20:16
  to
• 20:16
  think
• 20:17
  differently
• 20:17
  and
• 20:18
  to
• 20:18
  seek
• 20:19
  out
• 20:19
  these
• 20:19
  more
• 20:19
  qualitative
• 20:21
  symbols
• 20:21
  which
• 20:21
  are
• 20:21
  leading
• 20:22
  indicators?
• 20:23
  Great
• 20:24
  question.
• 20:24
  So
• 20:25
  there's
• 20:26
  two
• 20:26
  parts
• 20:26
  to
• 20:26
  it.
• 20:26
  One
• 20:26
  is
• 20:27
  like,
• 20:27
  how
• 20:27
  would
• 20:27
  you
• 20:27
  approach
• 20:28
  working
• 20:28
  with
• 20:29
  an
• 20:29
  executive?
• 20:30
  And
• 20:30
  then
• 20:30
  the
• 20:30
  other
• 20:30
  part
• 20:30
  I
• 20:30
  think
• 20:31
  is
• 20:31
  more
• 20:31
  broadly
• 20:31
  is
• 20:31
  like,
• 20:32
  how,
• 20:32
  how
• 20:32
  might
• 20:32
  someone
• 20:33
  operationalize
• 20:34
  any
• 20:34
  of
• 20:34
  this
• 20:34
  in
• 20:34
  any
• 20:35
  way,
• 20:35
  shape
• 20:35
  or
• 20:35
  form?
• 20:35
  I'm
• 20:35
  going
• 20:35
  to
• 20:36
  go
• 20:36
  with
• 20:36
  a
• 20:36
  ladder
• 20:36
  for
• 20:36
  the
• 20:36
  up
• 20:37
  front,
• 20:37
  deckle
• 20:37
  back.
• 20:38
  But
• 20:39
  the
• 20:39
  reason
• 20:39
  is,
• 20:39
  is
• 20:39
  because
• 20:40
  I
• 20:40
  think
• 20:40
  it
• 20:40
  might
• 20:40
  be
• 20:40
  the
• 20:40
  most
• 20:41
  useful
• 20:41
  to
• 20:41
  folks
• 20:43
  concretely.
• 20:43
  Like,
• 20:43
  what's
• 20:44
  a
• 20:44
  concrete
• 20:44
  step
• 20:44
  if
• 20:44
  you
• 20:44
  have
• 20:45
  no
• 20:45
  idea
• 20:45
  where
• 20:45
  to
• 20:45
  start?
• 20:47
  Focusing
• 20:48
  on
• 20:49
  your
• 20:49
  narrative
• 20:50
  alignment
• 20:51
  or
• 20:51
  another
• 20:51
  way
• 20:51
  of
• 20:52
  saying
• 20:52
  it
• 20:52
  is
• 20:53
  be
• 20:53
  honest
• 20:54
  and
• 20:54
  figure
• 20:54
  out
• 20:54
  how
• 20:55
  consistent
• 20:56
  are
• 20:56
  you
• 20:57
  in
• 20:57
  terms
• 20:57
  of
• 20:57
  the
• 20:58
  products,
• 20:58
  services,
• 20:59
  experiences
• 21:00
  and
• 21:00
  narrative
• 21:01
  touch
• 21:01
  points
• 21:01
  that
• 21:02
  you
• 21:02
  offer
• 21:02
  in
• 21:02
  the
• 21:03
  world.
• 21:03
  The
• 21:04
  reason
• 21:04
  I
• 21:04
  start
• 21:04
  there
• 21:05
  is,
• 21:05
  you
• 21:06
  know,
• 21:06
  life
• 21:06
  is
• 21:06
  full
• 21:06
  of
• 21:07
  ups
• 21:07
  and
• 21:07
  downs
• 21:07
  and
• 21:07
  complicated
• 21:08
  things.
• 21:09
  What
• 21:10
  drives
• 21:11
  long
• 21:11
  term
• 21:12
  success
• 21:13
  and
• 21:13
  long
• 21:13
  term
• 21:13
  compounding
• 21:14
  value
• 21:15
  is
• 21:16
  obviously
• 21:17
  loyalty.
• 21:17
  It's
• 21:18
  people
• 21:18
  return
• 21:18
  customers,
• 21:19
  whatever
• 21:19
  it
• 21:19
  may
• 21:19
  be.
• 21:21
  And
• 21:21
  to
• 21:21
  achieve
• 21:22
  that
• 21:22
  you
• 21:22
  need
• 21:22
  a
• 21:23
  degree
• 21:23
  of
• 21:23
  trust,
• 21:24
  you
• 21:25
  need
• 21:25
  confidence,
• 21:26
  you
• 21:26
  need
• 21:26
  consistency.
• 21:27
  And
• 21:28
  so
• 21:28
  what
• 21:28
  does
• 21:28
  that
• 21:29
  look
• 21:29
  like
• 21:29
  in
• 21:30
  terms
• 21:30
  of
• 21:30
  company,
• 21:30
  how
• 21:31
  they
• 21:31
  operate?
• 21:31
  Well,
• 21:31
  yes,
• 21:32
  it
• 21:32
  is
• 21:32
  consistently
• 21:33
  providing
• 21:33
  a
• 21:33
  good
• 21:34
  product.
• 21:35
  Right.
• 21:35
  You
• 21:35
  know,
• 21:35
  you
• 21:35
  could
• 21:35
  say
• 21:36
  like
• 21:36
  we
• 21:36
  could
• 21:36
  look
• 21:36
  at
• 21:36
  the,
• 21:36
  you
• 21:36
  know,
• 21:36
  the
• 21:36
  post
• 21:37
  war
• 21:37
  miracle
• 21:37
  Germany
• 21:37
  and
• 21:37
  like
• 21:38
  they'd
• 21:38
  be
• 21:38
  incredible
• 21:38
  engineering.
• 21:39
  They
• 21:39
  consistently
• 21:40
  create
• 21:40
  great
• 21:40
  machines.
• 21:40
  So
• 21:41
  like
• 21:41
  they
• 21:41
  were
• 21:41
  able
• 21:42
  to
• 21:42
  rebuild
• 21:42
  trust
• 21:42
  in
• 21:43
  the
• 21:43
  world
• 21:43
  after
• 21:44
  World
• 21:44
  War
• 21:44
  II.
• 21:45
  But
• 21:46
  looking
• 21:46
  at
• 21:46
  that
• 21:46
  and
• 21:47
  being
• 21:47
  honest,
• 21:47
  one,
• 21:47
  of
• 21:47
  course
• 21:48
  in
• 21:48
  terms
• 21:48
  of
• 21:48
  like
• 21:48
  what
• 21:48
  is
• 21:48
  the
• 21:48
  actual,
• 21:49
  what
• 21:49
  are
• 21:49
  the
• 21:50
  problems
• 21:50
  in
• 21:50
  the
• 21:50
  product
• 21:50
  or
• 21:50
  what
• 21:51
  are
• 21:51
  the
• 21:51
  positive
• 21:52
  aspects?
• 21:52
  And
• 21:53
  refining
• 21:53
  that
• 21:53
  for
• 21:54
  sure.
• 21:54
  But
• 21:54
  more
• 21:54
  importantly
• 21:55
  is
• 21:56
  being
• 21:56
  honest
• 21:57
  in
• 21:57
  terms
• 21:57
  of
• 21:58
  your
• 21:58
  internal
• 21:58
  and
• 21:59
  external
• 21:59
  alignment,
• 21:59
  in
• 22:00
  terms
• 22:00
  of
• 22:00
  who
• 22:00
  you
• 22:01
  are,
• 22:01
  how
• 22:01
  you
• 22:01
  talk
• 22:02
  about
• 22:02
  who
• 22:02
  you
• 22:02
  are
• 22:03
  and
• 22:03
  how
• 22:04
  you
• 22:04
  share
• 22:04
  and
• 22:05
  sustain
• 22:05
  that
• 22:05
  conversation
• 22:06
  with
• 22:06
  other
• 22:06
  people.
• 22:07
  Because
• 22:07
  culture
• 22:07
  doesn't
• 22:08
  exist
• 22:08
  in
• 22:08
  individuals
• 22:09
  in
• 22:09
  isolation,
• 22:10
  exists
• 22:10
  in
• 22:10
  community
• 22:11
  and
• 22:11
  how
• 22:11
  we
• 22:11
  relate
• 22:12
  and
• 22:12
  communicate
• 22:12
  with
• 22:12
  one
• 22:13
  another.
• 22:13
  And
• 22:13
  so
• 22:13
  that's
• 22:14
  where
• 22:14
  it's,
• 22:14
  it
• 22:15
  is
• 22:15
  comms,
• 22:15
  it
• 22:16
  is
• 22:16
  brand.
• 22:16
  And
• 22:16
  I
• 22:16
  know
• 22:16
  there's
• 22:17
  a
• 22:17
  high
• 22:17
  churn
• 22:17
  in
• 22:17
  brand
• 22:18
  and
• 22:18
  marketing
• 22:18
  space
• 22:18
  always
• 22:19
  in
• 22:19
  organizations.
• 22:20
  So
• 22:20
  I'm
• 22:21
  not
• 22:21
  arguing
• 22:21
  that
• 22:21
  you
• 22:21
  need
• 22:21
  to
• 22:21
  necessarily
• 22:22
  have
• 22:22
  to
• 22:22
  be
• 22:22
  super
• 22:22
  consistent.
• 22:23
  Yeah,
• 22:23
  why,
• 22:23
  why,
• 22:23
  why
• 22:24
  do
• 22:24
  you
• 22:24
  think
• 22:24
  that
• 22:24
  is?
• 22:24
  Why
• 22:24
  do
• 22:24
  you
• 22:24
  think
• 22:25
  there
• 22:25
  is
• 22:25
  a
• 22:25
  high
• 22:25
  turn?
• 22:26
  I
• 22:26
  think
• 22:26
  because
• 22:27
  it's
• 22:27
  often
• 22:28
  in
• 22:28
  my
• 22:28
  opinion,
• 22:29
  my
• 22:29
  bias
• 22:30
  is
• 22:30
  that
• 22:31
  it,
• 22:31
  it
• 22:31
  is
• 22:31
  seen
• 22:31
  as
• 22:32
  a
• 22:32
  cost
• 22:32
  center
• 22:33
  that
• 22:34
  is
• 22:34
  the
• 22:34
  first
• 22:34
  one
• 22:34
  that
• 22:34
  can
• 22:34
  get
• 22:35
  chopped
• 22:35
  or
• 22:36
  when
• 22:36
  things
• 22:36
  go
• 22:37
  wrong,
• 22:37
  they
• 22:38
  want
• 22:38
  to
• 22:38
  blame
• 22:39
  brand.
• 22:39
  And
• 22:40
  now
• 22:40
  to
• 22:41
  be
• 22:41
  fair,
• 22:41
  I
• 22:41
  think
• 22:42
  if
• 22:42
  a
• 22:43
  brand
• 22:43
  team
• 22:43
  or
• 22:43
  a
• 22:43
  marketing,
• 22:44
  if
• 22:44
  a
• 22:44
  brand
• 22:44
  team
• 22:45
  and
• 22:45
  comms
• 22:45
  team
• 22:46
  are
• 22:46
  given
• 22:46
  the
• 22:47
  requisite
• 22:47
  authority
• 22:48
  to
• 22:48
  actually
• 22:48
  make
• 22:49
  recommendations
• 22:49
  through
• 22:50
  an
• 22:50
  organization
• 22:50
  and
• 22:50
  have
• 22:51
  people
• 22:51
  actually
• 22:51
  get
• 22:51
  on
• 22:52
  board
• 22:52
  with
• 22:52
  implementation,
• 22:54
  then
• 22:54
  they
• 22:54
  should
• 22:55
  be
• 22:55
  fully
• 22:55
  accountable
• 22:55
  because
• 22:56
  they
• 22:56
  make
• 22:56
  a
• 22:56
  poor
• 22:56
  decision
• 22:56
  that
• 22:57
  it
• 22:57
  didn't
• 22:57
  work.
• 22:57
  Well,
• 22:58
  unfortunately,
• 22:59
  I
• 22:59
  think
• 22:59
  a
• 22:59
  lot
• 22:59
  of
• 23:00
  organizations
• 23:02
  are
• 23:02
  uncomfortable
• 23:03
  with
• 23:03
  change.
• 23:04
  They
• 23:04
  think
• 23:04
  they
• 23:05
  already
• 23:05
  know.
• 23:06
  And
• 23:06
  that's
• 23:06
  the
• 23:06
  one
• 23:06
  thing
• 23:07
  organizations
• 23:07
  I
• 23:07
  go
• 23:07
  into
• 23:07
  all
• 23:08
  the
• 23:08
  time.
• 23:08
  You
• 23:09
  walk
• 23:09
  in
• 23:09
  if
• 23:09
  there's
• 23:09
  a
• 23:09
  hundred
• 23:10
  headcount,
• 23:11
  there's
• 23:11
  often
• 23:11
  a
• 23:12
  hundred
• 23:12
  different
• 23:12
  ideas
• 23:12
  about
• 23:13
  what
• 23:13
  that
• 23:13
  company
• 23:13
  is
• 23:14
  and
• 23:14
  what
• 23:14
  that
• 23:15
  vision,
• 23:15
  mission
• 23:15
  value
• 23:16
  is.
• 23:16
  And
• 23:17
  getting
• 23:17
  people
• 23:17
  on
• 23:17
  the
• 23:18
  same
• 23:18
  page,
• 23:18
  getting
• 23:19
  people
• 23:19
  aligned.
• 23:20
  And
• 23:20
  ideally
• 23:20
  you're
• 23:21
  recruiting
• 23:21
  and
• 23:21
  you're
• 23:21
  bringing
• 23:22
  in
• 23:22
  talent
• 23:22
  that
• 23:23
  already
• 23:23
  comes
• 23:23
  in
• 23:24
  with
• 23:24
  those
• 23:24
  values.
• 23:24
  So
• 23:24
  you're
• 23:25
  not
• 23:25
  having
• 23:25
  to
• 23:25
  like
• 23:25
  re
• 23:26
  culture
• 23:26
  them
• 23:27
  that
• 23:27
  because
• 23:27
  that's
• 23:28
  tough
• 23:28
  work.
• 23:29
  But
• 23:30
  having
• 23:30
  that
• 23:30
  sort
• 23:30
  of
• 23:31
  consistent
• 23:31
  alignment,
• 23:32
  I
• 23:32
  mean
• 23:32
  your
• 23:33
  greatest,
• 23:33
  you
• 23:33
  know,
• 23:33
  evangelists
• 23:34
  are
• 23:34
  always
• 23:34
  going
• 23:35
  to
• 23:35
  be
• 23:35
  your
• 23:35
  own
• 23:35
  employees.
• 23:36
  Like
• 23:36
  in
• 23:36
  terms
• 23:37
  like
• 23:37
  they're
• 23:37
  the
• 23:37
  people
• 23:37
  should
• 23:37
  be,
• 23:38
  you
• 23:38
  should
• 23:38
  be.
• 23:39
  But
• 23:39
  I
• 23:39
  think
• 23:39
  sometimes
• 23:40
  we,
• 23:40
  we
• 23:40
  miss
• 23:40
  that
• 23:41
  trick
• 23:41
  or
• 23:41
  we're
• 23:41
  outsourcing
• 23:42
  it.
• 23:42
  Now
• 23:43
  in
• 23:43
  a
• 23:43
  lot
• 23:43
  of
• 23:43
  ways
• 23:43
  people
• 23:43
  are
• 23:43
  doing
• 23:44
  it
• 23:44
  through.
• 23:44
  I
• 23:44
  mean
• 23:44
  I'm
• 23:45
  drifting
• 23:45
  through
• 23:45
  markets
• 23:45
  here
• 23:46
  folks,
• 23:46
  so
• 23:46
  I'm
• 23:46
  sorry
• 23:46
  but
• 23:47
  like
• 23:47
  influencers,
• 23:48
  right?
• 23:48
  Where
• 23:48
  like
• 23:48
  that's
• 23:49
  a
• 23:49
  Lot
• 23:49
  of
• 23:49
  outsourcing
• 23:50
  in
• 23:50
  terms
• 23:50
  of
• 23:50
  that,
• 23:51
  terms
• 23:51
  of
• 23:51
  evangelism.
• 23:53
  But
• 23:53
  yeah,
• 23:54
  so
• 23:54
  I
• 23:54
  would
• 23:54
  say
• 23:54
  like
• 23:54
  focusing
• 23:55
  on
• 23:56
  alignment.
• 23:57
  Like,
• 23:58
  are
• 23:58
  we
• 23:58
  all
• 23:58
  on
• 23:58
  the
• 23:59
  same
• 23:59
  page?
• 23:59
  Are
• 23:59
  we
• 24:00
  all
• 24:00
  here
• 24:00
  for
• 24:00
  the
• 24:00
  same
• 24:00
  reason?
• 24:01
  Are
• 24:02
  we
• 24:02
  consistently
• 24:03
  meeting
• 24:03
  our
• 24:03
  customers
• 24:03
  in
• 24:04
  the
• 24:04
  right
• 24:04
  way?
• 24:04
  I
• 24:04
  mean,
• 24:04
  one
• 24:05
  of
• 24:05
  the
• 24:05
  things
• 24:05
  that
• 24:05
  reasons
• 24:05
  I
• 24:05
  think
• 24:06
  Amazon
• 24:06
  was
• 24:06
  so
• 24:06
  successful
• 24:07
  is
• 24:08
  because
• 24:08
  like
• 24:09
  Jeff
• 24:09
  Bezos
• 24:10
  was
• 24:10
  so
• 24:10
  clear
• 24:10
  that
• 24:11
  like
• 24:11
  anything,
• 24:12
  we
• 24:12
  are
• 24:12
  here
• 24:12
  for
• 24:12
  the
• 24:12
  customer.
• 24:13
  Now,
• 24:14
  people
• 24:14
  could
• 24:14
  debate
• 24:14
  separately
• 24:15
  whether
• 24:15
  that
• 24:15
  felt
• 24:15
  like
• 24:16
  right
• 24:16
  to
• 24:16
  them,
• 24:16
  but
• 24:16
  like
• 24:16
  they
• 24:17
  consistently
• 24:17
  made
• 24:17
  decisions
• 24:18
  from
• 24:18
  that
• 24:18
  position
• 24:18
  again
• 24:19
  and
• 24:19
  again
• 24:19
  and
• 24:19
  again,
• 24:20
  again
• 24:20
  and
• 24:20
  again.
• 24:21
  And
• 24:21
  they
• 24:21
  have
• 24:22
  established,
• 24:23
  both
• 24:23
  quietly
• 24:23
  and
• 24:24
  very
• 24:24
  loudly,
• 24:24
  a
• 24:24
  very
• 24:25
  strong
• 24:25
  position
• 24:25
  as
• 24:25
  someone
• 24:26
  who
• 24:26
  makes
• 24:26
  customers
• 24:27
  lives
• 24:28
  easier,
• 24:28
  more
• 24:29
  frictionless.
• 24:31
  And
• 24:31
  that's
• 24:31
  brand
• 24:32
  and
• 24:32
  that's
• 24:33
  loyalty
• 24:33
  and
• 24:33
  that's
• 24:33
  trust.
• 24:34
  And
• 24:34
  I,
• 24:34
  you
• 24:35
  look
• 24:35
  at
• 24:35
  the
• 24:35
  multibillion
• 24:36
  dollar
• 24:36
  valuation,
• 24:37
  it's
• 24:37
  like
• 24:37
  it
• 24:38
  sort
• 24:38
  of
• 24:38
  speaks
• 24:38
  for
• 24:38
  itself.
• 24:39
  Yeah,
• 24:39
  it's,
• 24:40
  you
• 24:40
  know,
• 24:40
  the
• 24:41
  success,
• 24:41
  success
• 24:42
  has
• 24:42
  become
• 24:42
  inevitable
• 24:43
  there.
• 24:43
  And
• 24:43
  I
• 24:44
  a
• 24:44
  couple
• 24:44
  of
• 24:44
  reflections
• 24:44
  I
• 24:45
  have
• 24:45
  from,
• 24:45
  from
• 24:45
  thinking
• 24:46
  back
• 24:46
  at
• 24:46
  the
• 24:46
  time,
• 24:47
  the
• 24:47
  time
• 24:47
  that
• 24:47
  I
• 24:47
  spent
• 24:48
  at
• 24:48
  Capital
• 24:48
  One,
• 24:50
  we
• 24:50
  were
• 24:50
  always
• 24:50
  empowered
• 24:51
  by.
• 24:51
  And
• 24:51
  Capital
• 24:52
  One
• 24:52
  is
• 24:52
  a
• 24:52
  very
• 24:52
  rare
• 24:52
  and
• 24:53
  wonderful
• 24:53
  place
• 24:53
  by
• 24:53
  the
• 24:53
  way,
• 24:53
  because
• 24:54
  a
• 24:55
  now
• 24:56
  I
• 24:56
  believe
• 24:56
  Fortune
• 24:56
  100
• 24:57
  bank
• 24:57
  that
• 24:58
  still
• 24:58
  has
• 24:58
  a
• 24:58
  founder
• 24:59
  as
• 24:59
  a
• 24:59
  CEO
• 25:00
  is,
• 25:00
  is
• 25:01
  a
• 25:01
  rare
• 25:01
  beast
• 25:01
  instead
• 25:02
  or
• 25:02
  in
• 25:02
  fact
• 25:03
  a
• 25:03
  Fortune
• 25:03
  500
• 25:04
  anything
• 25:04
  with
• 25:04
  that's
• 25:05
  a.
• 25:05
  Has
• 25:05
  a
• 25:05
  founder
• 25:06
  led
• 25:06
  CEO
• 25:06
  as
• 25:06
  rare
• 25:07
  as
• 25:07
  anything.
• 25:08
  And
• 25:08
  we
• 25:08
  were
• 25:09
  always
• 25:10
  fully
• 25:10
  empowered
• 25:11
  to
• 25:11
  act
• 25:12
  on
• 25:12
  the
• 25:12
  mission
• 25:12
  of
• 25:12
  the
• 25:12
  company,
• 25:13
  to
• 25:13
  do
• 25:13
  the
• 25:13
  right
• 25:13
  thing
• 25:14
  by
• 25:14
  the
• 25:14
  customer,
• 25:15
  to,
• 25:15
  you
• 25:16
  know,
• 25:16
  if
• 25:16
  you
• 25:16
  find
• 25:16
  yourself
• 25:17
  at
• 25:17
  a
• 25:17
  crossroads.
• 25:18
  And
• 25:18
  this
• 25:19
  instruction
• 25:19
  was
• 25:19
  more
• 25:19
  for
• 25:19
  the
• 25:20
  staff
• 25:20
  in
• 25:20
  the
• 25:20
  branch
• 25:20
  rather
• 25:21
  than
• 25:22
  me.
• 25:22
  But
• 25:22
  it
• 25:23
  applies
• 25:23
  across
• 25:23
  lots
• 25:23
  of
• 25:23
  things
• 25:24
  where
• 25:25
  there's
• 25:25
  an
• 25:25
  option
• 25:25
  here
• 25:26
  and
• 25:26
  option
• 25:26
  one
• 25:27
  and
• 25:27
  option
• 25:27
  two.
• 25:28
  Option
• 25:28
  two
• 25:28
  feels
• 25:28
  like
• 25:29
  the
• 25:29
  right
• 25:29
  thing
• 25:29
  to
• 25:29
  do.
• 25:29
  But
• 25:30
  option
• 25:30
  one
• 25:30
  might
• 25:30
  be
• 25:30
  more
• 25:31
  profitable
• 25:31
  for
• 25:31
  the
• 25:31
  company,
• 25:31
  like
• 25:32
  always
• 25:32
  option
• 25:32
  two,
• 25:33
  like
• 25:33
  always
• 25:34
  prioritize
• 25:34
  the
• 25:34
  customer.
• 25:35
  And
• 25:37
  that's
• 25:37
  how
• 25:37
  you
• 25:37
  avoid
• 25:38
  Wells
• 25:38
  Fargo
• 25:39
  type
• 25:39
  scandals.
• 25:40
  Right?
• 25:42
  Because
• 25:42
  maybe
• 25:42
  their
• 25:43
  employees
• 25:43
  were
• 25:44
  not
• 25:44
  equivalently
• 25:45
  incentivized
• 25:46
  or
• 25:46
  equivalently
• 25:46
  empowered
• 25:49
  by
• 25:49
  that
• 25:49
  strategy.
• 25:51
  The
• 25:51
  other
• 25:51
  thing,
• 25:51
  and
• 25:51
  this
• 25:51
  isn't
• 25:52
  unique
• 25:52
  to
• 25:53
  Capital
• 25:53
  One,
• 25:53
  but
• 25:54
  in
• 25:54
  that
• 25:54
  world
• 25:55
  of
• 25:55
  horizontal
• 25:56
  functions
• 25:57
  and
• 25:57
  trust
• 25:58
  me,
• 25:58
  enterprise
• 25:58
  technology
• 25:59
  and
• 25:59
  enterprise
• 25:59
  data
• 26:00
  are
• 26:00
  very
• 26:00
  much
• 26:00
  in
• 26:01
  exactly
• 26:01
  the
• 26:02
  same
• 26:02
  boat
• 26:02
  that
• 26:02
  you
• 26:02
  described,
• 26:03
  Ian,
• 26:03
  as
• 26:03
  marketing
• 26:04
  brands
• 26:04
  and
• 26:05
  marketing
• 26:05
  brand
• 26:05
  and
• 26:05
  comms.
• 26:07
  One
• 26:07
  of
• 26:07
  the
• 26:07
  things
• 26:07
  I
• 26:07
  found,
• 26:08
  especially
• 26:08
  marketing,
• 26:08
  brand
• 26:09
  and
• 26:09
  comms
• 26:09
  are
• 26:09
  separate
• 26:10
  entities
• 26:11
  that
• 26:11
  actually
• 26:11
  they
• 26:11
  all
• 26:11
  blame
• 26:12
  each
• 26:12
  other
• 26:12
  just
• 26:12
  as
• 26:13
  much
• 26:13
  as
• 26:13
  they
• 26:13
  get
• 26:13
  blamed.
• 26:15
  But
• 26:15
  it's
• 26:16
  easy.
• 26:16
  You
• 26:16
  mentioned
• 26:16
  like
• 26:16
  Wells
• 26:17
  Fargo,
• 26:17
  it's
• 26:17
  something
• 26:17
  like
• 26:17
  that.
• 26:17
  I
• 26:17
  mean,
• 26:18
  to
• 26:18
  build
• 26:18
  on
• 26:18
  the
• 26:18
  previous
• 26:18
  thing.
• 26:19
  Like
• 26:19
  the
• 26:19
  flip
• 26:19
  side
• 26:20
  on
• 26:20
  it
• 26:20
  is,
• 26:21
  you
• 26:21
  know,
• 26:22
  paying
• 26:22
  attention
• 26:22
  when
• 26:23
  things
• 26:23
  aren't
• 26:23
  aligned.
• 26:24
  So
• 26:24
  concretely,
• 26:25
  like
• 26:25
  if
• 26:25
  the
• 26:25
  story
• 26:26
  upstairs
• 26:26
  with
• 26:26
  investors
• 26:27
  and
• 26:27
  leadership
• 26:27
  is
• 26:28
  diverging
• 26:28
  from
• 26:28
  the
• 26:29
  story
• 26:29
  downstairs,
• 26:30
  employees
• 26:30
  and
• 26:30
  customers,
• 26:32
  confidence
• 26:32
  starts
• 26:32
  to
• 26:33
  erode.
• 26:33
  And
• 26:34
  that
• 26:34
  will
• 26:34
  erode
• 26:35
  first
• 26:36
  before
• 26:36
  you
• 26:36
  see
• 26:36
  the
• 26:37
  revenue
• 26:37
  erosion.
• 26:38
  And
• 26:38
  so
• 26:38
  it's
• 26:38
  like
• 26:38
  what
• 26:38
  I
• 26:39
  would
• 26:39
  say
• 26:39
  to
• 26:39
  you
• 26:39
  is
• 26:39
  in
• 26:39
  your
• 26:39
  organization,
• 26:40
  if
• 26:40
  you
• 26:40
  feel,
• 26:41
  and
• 26:41
  this
• 26:41
  is
• 26:41
  like
• 26:41
  check
• 26:42
  in
• 26:42
  with
• 26:42
  yourself.
• 26:42
  Like
• 26:43
  that's
• 26:43
  like
• 26:43
  personal
• 26:44
  care,
• 26:44
  self
• 26:44
  reflection.
• 26:45
  If
• 26:45
  you
• 26:45
  sense
• 26:46
  that
• 26:46
  there's
• 26:46
  a
• 26:46
  divergence,
• 26:47
  that
• 26:48
  is
• 26:48
  one
• 26:48
  of
• 26:48
  the
• 26:48
  earliest
• 26:49
  indicators
• 26:49
  that
• 26:50
  you
• 26:50
  may
• 26:50
  be
• 26:50
  heading
• 26:50
  towards
• 26:51
  what
• 26:51
  will
• 26:51
  eventually
• 26:52
  hit
• 26:52
  your
• 26:52
  bottom
• 26:53
  line.
• 26:53
  And
• 26:53
  like
• 26:53
  your
• 26:53
  revenue
• 26:54
  is
• 26:54
  going
• 26:54
  to,
• 26:54
  your
• 26:54
  revenue
• 26:54
  is
• 26:55
  going
• 26:55
  to
• 26:55
  slip.
• 26:55
  I
• 26:55
  mean
• 26:56
  in
• 26:56
  my
• 26:56
  work
• 26:56
  in
• 26:57
  particularly
• 26:57
  internationally,
• 26:58
  like
• 26:58
  cross
• 26:58
  cultural
• 26:58
  work,
• 27:00
  you
• 27:00
  know,
• 27:00
  working
• 27:00
  between
• 27:00
  China,
• 27:00
  US,
• 27:01
  et
• 27:01
  cetera,
• 27:01
  like
• 27:02
  I
• 27:02
  tend
• 27:02
  to
• 27:02
  try
• 27:02
  to
• 27:03
  listen
• 27:03
  very
• 27:03
  carefully
• 27:04
  for
• 27:04
  drifts
• 27:05
  in
• 27:05
  how
• 27:05
  people,
• 27:05
  the
• 27:06
  metaphors
• 27:06
  people
• 27:06
  use
• 27:07
  to
• 27:07
  try
• 27:07
  to
• 27:07
  explain
• 27:08
  ideas
• 27:08
  to
• 27:08
  each
• 27:09
  other
• 27:09
  and
• 27:09
  also
• 27:10
  when
• 27:10
  there's
• 27:10
  silence,
• 27:11
  those
• 27:11
  two
• 27:12
  things,
• 27:12
  when
• 27:12
  there's
• 27:12
  like
• 27:12
  a
• 27:13
  drift
• 27:13
  in
• 27:13
  terms
• 27:14
  of
• 27:14
  the
• 27:14
  different
• 27:14
  ways
• 27:14
  people
• 27:14
  are
• 27:15
  trying
• 27:15
  to
• 27:15
  explain
• 27:15
  something
• 27:16
  to
• 27:16
  other
• 27:16
  people
• 27:17
  or
• 27:17
  when
• 27:17
  people
• 27:18
  don't
• 27:18
  know
• 27:19
  what
• 27:19
  to
• 27:19
  say.
• 27:19
  Those
• 27:20
  are
• 27:20
  canaries
• 27:20
  in
• 27:21
  your
• 27:21
  coal
• 27:21
  mine.
• 27:21
  Those
• 27:21
  are
• 27:21
  the
• 27:22
  canaries.
• 27:22
  Yeah,
• 27:22
  maybe
• 27:22
  they
• 27:23
  wear
• 27:23
  underwear
• 27:23
  too,
• 27:23
  but.
• 27:26
  Just
• 27:26
  men's
• 27:26
  underwear
• 27:26
  though.
• 27:27
  Yeah,
• 27:27
  yeah,
• 27:28
  but
• 27:28
  I
• 27:28
  mean
• 27:28
  like,
• 27:29
  you
• 27:29
  know,
• 27:29
  quick
• 27:29
  way
• 27:29
  to
• 27:30
  say
• 27:30
  is
• 27:30
  like
• 27:30
  if
• 27:30
  your
• 27:30
  narrative
• 27:31
  is
• 27:31
  breaking,
• 27:31
  your
• 27:32
  valuation
• 27:32
  is
• 27:32
  going
• 27:32
  to
• 27:33
  follow
• 27:33
  that.
• 27:33
  Like
• 27:34
  and
• 27:34
  so
• 27:34
  it's
• 27:35
  great
• 27:35
  asset
• 27:35
  if
• 27:35
  you
• 27:36
  build
• 27:36
  your
• 27:36
  own
• 27:37
  like
• 27:38
  we'll
• 27:38
  call
• 27:38
  it
• 27:38
  like
• 27:39
  whatever
• 27:39
  apparatus,
• 27:40
  whatever
• 27:40
  team.
• 27:41
  Maybe
• 27:41
  it's
• 27:42
  like
• 27:42
  there's
• 27:42
  a
• 27:42
  couple
• 27:42
  individuals
• 27:43
  or
• 27:43
  ideally
• 27:43
  I
• 27:43
  think
• 27:43
  everyone
• 27:44
  should
• 27:44
  be
• 27:45
  encouraged
• 27:45
  to
• 27:46
  be
• 27:46
  paying
• 27:46
  attention
• 27:46
  to
• 27:46
  this.
• 27:47
  If
• 27:48
  you
• 27:48
  create
• 27:48
  that,
• 27:48
  you
• 27:48
  actually
• 27:49
  will
• 27:49
  have
• 27:49
  an
• 27:50
  opportunity
• 27:50
  to
• 27:50
  have
• 27:50
  foresight
• 27:51
  built
• 27:51
  into
• 27:52
  the
• 27:53
  totality
• 27:53
  of
• 27:53
  your
• 27:53
  company.
• 27:54
  And
• 27:54
  that
• 27:54
  means
• 27:55
  every
• 27:55
  single
• 27:55
  employee
• 27:56
  effectively
• 27:56
  then
• 27:56
  actually
• 27:56
  becomes
• 27:57
  a
• 27:57
  hedge
• 27:57
  against
• 27:58
  future
• 27:58
  devaluation.
• 27:59
  Yeah,
• 27:59
  and
• 28:00
  this
• 28:00
  is
• 28:00
  what
• 28:00
  we
• 28:00
  talk
• 28:00
  about
• 28:01
  with
• 28:01
  authenticity.
• 28:02
  Right.
• 28:02
  I've
• 28:03
  given
• 28:03
  this
• 28:03
  guidance
• 28:03
  to
• 28:03
  people
• 28:04
  across
• 28:04
  many
• 28:04
  corporations
• 28:05
  before,
• 28:06
  particularly
• 28:06
  junior
• 28:06
  roles
• 28:07
  that
• 28:07
  want
• 28:08
  to
• 28:08
  be
• 28:09
  successful.
• 28:10
  And
• 28:10
  I'm
• 28:10
  sure
• 28:10
  you've
• 28:10
  got
• 28:10
  counterexamples
• 28:11
  to
• 28:11
  this
• 28:11
  Ian,
• 28:12
  so
• 28:12
  feel
• 28:12
  free
• 28:12
  to
• 28:13
  push
• 28:13
  them
• 28:13
  forward
• 28:13
  afterwards.
• 28:14
  But
• 28:14
  often
• 28:15
  what
• 28:15
  a
• 28:16
  company
• 28:16
  projects
• 28:17
  externally
• 28:17
  and
• 28:17
  says
• 28:18
  that
• 28:18
  it
• 28:18
  is
• 28:19
  prioritizing
• 28:20
  externally
• 28:20
  does
• 28:20
  not
• 28:21
  always
• 28:21
  reflect
• 28:21
  what
• 28:22
  it
• 28:22
  is
• 28:22
  actually
• 28:22
  prioritizing.
• 28:23
  So
• 28:24
  I've
• 28:24
  coached
• 28:24
  a
• 28:24
  number
• 28:25
  of
• 28:25
  people
• 28:25
  across
• 28:25
  my
• 28:25
  time
• 28:26
  of
• 28:26
  like,
• 28:26
  you
• 28:26
  will
• 28:26
  see
• 28:27
  the
• 28:27
  system
• 28:27
  of
• 28:27
  record.
• 28:27
  Here
• 28:28
  are
• 28:28
  our
• 28:28
  priorities.
• 28:29
  Yeah,
• 28:29
  if
• 28:29
  you
• 28:29
  want
• 28:29
  to
• 28:30
  be
• 28:30
  successful
• 28:30
  in
• 28:30
  your
• 28:30
  role
• 28:31
  and
• 28:31
  push
• 28:31
  towards
• 28:31
  a
• 28:31
  promotion
• 28:32
  or
• 28:32
  whatever
• 28:32
  it
• 28:32
  might
• 28:32
  be
• 28:33
  part
• 28:33
  of
• 28:33
  the
• 28:34
  work
• 28:34
  you
• 28:34
  have
• 28:34
  to
• 28:34
  do
• 28:35
  through
• 28:35
  expanding
• 28:36
  your
• 28:36
  network,
• 28:36
  through
• 28:36
  listening
• 28:37
  very
• 28:37
  carefully
• 28:37
  for
• 28:37
  those
• 28:38
  canaries
• 28:38
  that
• 28:38
  you,
• 28:39
  that
• 28:39
  you
• 28:39
  mentioned
• 28:39
  in
• 28:39
  the
• 28:40
  conversation
• 28:40
  is
• 28:41
  work
• 28:41
  out
• 28:41
  what
• 28:41
  is
• 28:41
  actually
• 28:42
  important
• 28:42
  and
• 28:42
  what
• 28:43
  is
• 28:43
  actually
• 28:43
  a
• 28:43
  priority
• 28:44
  to
• 28:44
  your
• 28:44
  leadership
• 28:44
  and
• 28:44
  what
• 28:44
  they're
• 28:45
  actually
• 28:45
  trying
• 28:45
  to
• 28:45
  do.
• 28:45
  And
• 28:45
  it
• 28:46
  might
• 28:46
  not
• 28:46
  be
• 28:46
  the
• 28:46
  thing
• 28:46
  that's
• 28:46
  written
• 28:47
  on
• 28:47
  the.
• 28:47
  Here
• 28:48
  are
• 28:48
  three
• 28:48
  silos
• 28:49
  of
• 28:49
  objectives
• 28:49
  for
• 28:50
  the
• 28:50
  year.
• 28:50
  It
• 28:50
  might
• 28:50
  be
• 28:51
  something
• 28:51
  else.
• 28:51
  And
• 28:52
  if
• 28:52
  you
• 28:52
  can,
• 28:53
  in
• 28:53
  the
• 28:53
  corporate
• 28:54
  environment
• 28:54
  where,
• 28:54
  you
• 28:55
  know
• 28:56
  there
• 28:56
  is
• 28:56
  more
• 28:56
  than
• 28:56
  the
• 28:56
  average
• 28:57
  amount
• 28:57
  of
• 28:58
  theater
• 28:58
  on
• 28:58
  any
• 28:58
  given
• 29:00
  vector,
• 29:01
  working
• 29:01
  out
• 29:02
  what's
• 29:02
  actually
• 29:02
  important
• 29:02
  is
• 29:03
  critical,
• 29:04
  a
• 29:04
  critical
• 29:04
  goldmine
• 29:05
  of
• 29:05
  information
• 29:06
  in
• 29:06
  terms
• 29:06
  of
• 29:07
  building
• 29:07
  influencer
• 29:08
  authority
• 29:08
  and
• 29:08
  making
• 29:08
  a
• 29:09
  genuine
• 29:09
  impact
• 29:09
  in
• 29:10
  a
• 29:10
  corporate
• 29:10
  role.
• 29:10
  I
• 29:11
  mean,
• 29:11
  it
• 29:11
  is
• 29:11
  in
• 29:11
  a
• 29:11
  different
• 29:11
  way
• 29:12
  in
• 29:13
  core
• 29:14
  branding
• 29:14
  language,
• 29:14
  like,
• 29:15
  there's.
• 29:16
  There's
• 29:16
  two
• 29:16
  basic
• 29:16
  desires.
• 29:17
  There's
• 29:17
  more,
• 29:17
  but
• 29:17
  the
• 29:17
  basic
• 29:18
  thing
• 29:18
  is
• 29:18
  like,
• 29:18
  there's
• 29:19
  like
• 29:19
  functional
• 29:20
  desires,
• 29:20
  things
• 29:20
  everybody
• 29:21
  just
• 29:21
  needs.
• 29:21
  And
• 29:22
  then
• 29:22
  there's
• 29:22
  manufactured
• 29:23
  desire,
• 29:23
  right?
• 29:23
  So
• 29:24
  there's
• 29:24
  a
• 29:24
  bunch
• 29:24
  of
• 29:24
  products
• 29:24
  and
• 29:24
  services
• 29:25
  that
• 29:25
  are
• 29:25
  like,
• 29:26
  like
• 29:27
  functional
• 29:28
  desire.
• 29:28
  That's
• 29:28
  like,
• 29:28
  you
• 29:28
  know,
• 29:29
  thinking
• 29:30
  about
• 29:30
  Berkshire
• 29:30
  Hathaway
• 29:31
  toilet
• 29:31
  paper.
• 29:32
  It's
• 29:32
  like,
• 29:32
  we're
• 29:33
  toilet
• 29:33
  paper,
• 29:33
  we're
• 29:34
  going
• 29:34
  to
• 29:34
  need
• 29:34
  it.
• 29:34
  Right?
• 29:34
  That's
• 29:35
  functional.
• 29:36
  But
• 29:36
  there's
• 29:36
  a
• 29:36
  whole
• 29:36
  bunch
• 29:37
  of
• 29:37
  products
• 29:37
  that
• 29:37
  are
• 29:38
  a
• 29:38
  little
• 29:38
  bit
• 29:38
  more
• 29:39
  manufactured.
• 29:39
  And
• 29:40
  like,
• 29:40
  we
• 29:40
  could.
• 29:40
  This
• 29:41
  is
• 29:41
  interesting
• 29:41
  one
• 29:41
  to
• 29:41
  debate
• 29:41
  about,
• 29:41
  like
• 29:42
  Coca
• 29:42
  Cola,
• 29:42
  like,
• 29:42
  how
• 29:43
  much
• 29:43
  do
• 29:43
  we
• 29:43
  really
• 29:43
  need
• 29:43
  that
• 29:44
  drink?
• 29:45
  Like,
• 29:46
  debatable
• 29:46
  now,
• 29:47
  but
• 29:47
  that
• 29:48
  they
• 29:48
  built
• 29:48
  that
• 29:49
  they
• 29:49
  built
• 29:49
  that
• 29:49
  market.
• 29:50
  And
• 29:50
  so
• 29:50
  I'm
• 29:50
  getting
• 29:50
  at
• 29:51
  is
• 29:51
  like,
• 29:51
  many
• 29:51
  companies
• 29:52
  and
• 29:52
  huge
• 29:52
  entities
• 29:53
  like
• 29:53
  exist
• 29:53
  out
• 29:54
  there.
• 29:54
  Huge
• 29:55
  parts
• 29:55
  of
• 29:55
  our
• 29:55
  market
• 29:56
  were
• 29:56
  built.
• 29:56
  And
• 29:57
  how
• 29:57
  that
• 29:57
  was
• 29:57
  built
• 29:58
  wasn't
• 29:58
  just
• 29:58
  by
• 29:58
  saying,
• 29:59
  okay,
• 29:59
  people
• 29:59
  are
• 29:59
  just
• 29:59
  going
• 30:00
  to
• 30:00
  need
• 30:00
  this
• 30:00
  thing.
• 30:00
  So
• 30:00
  here
• 30:00
  we
• 30:01
  go.
• 30:01
  It
• 30:01
  was,
• 30:01
  it
• 30:02
  was
• 30:02
  cultural.
• 30:02
  It
• 30:02
  was
• 30:02
  recognizing
• 30:03
  that
• 30:03
  people
• 30:03
  need,
• 30:04
  that
• 30:04
  we
• 30:05
  want
• 30:05
  them
• 30:05
  to
• 30:05
  want
• 30:05
  this.
• 30:06
  So
• 30:06
  we
• 30:06
  may
• 30:06
  have
• 30:06
  to
• 30:06
  change
• 30:07
  their
• 30:07
  perception
• 30:07
  of
• 30:07
  something.
• 30:08
  They
• 30:09
  don't
• 30:09
  know
• 30:09
  that
• 30:10
  they
• 30:10
  need
• 30:11
  this
• 30:11
  tool
• 30:11
  yet.
• 30:12
  So
• 30:12
  we're
• 30:12
  going
• 30:12
  to
• 30:12
  actually
• 30:13
  have
• 30:13
  to
• 30:13
  change
• 30:13
  the
• 30:13
  way
• 30:13
  they
• 30:14
  think
• 30:14
  about
• 30:14
  the
• 30:14
  work
• 30:14
  that
• 30:14
  they
• 30:15
  do.
• 30:15
  So
• 30:15
  then
• 30:15
  they
• 30:15
  will
• 30:15
  want
• 30:16
  it.
• 30:16
  All
• 30:16
  of
• 30:16
  that
• 30:17
  is
• 30:17
  like
• 30:17
  social
• 30:17
  community
• 30:18
  communications,
• 30:19
  cultural
• 30:19
  work.
• 30:20
  And
• 30:21
  so
• 30:21
  what
• 30:21
  I'm
• 30:21
  sort
• 30:21
  of
• 30:21
  putting
• 30:22
  out
• 30:22
  there
• 30:22
  is
• 30:22
  there's
• 30:22
  a
• 30:23
  look
• 30:23
  at
• 30:24
  the
• 30:24
  longer
• 30:24
  history
• 30:24
  of
• 30:25
  like
• 30:25
  business
• 30:25
  and
• 30:26
  commerce.
• 30:26
  You
• 30:26
  will
• 30:27
  again
• 30:27
  and
• 30:27
  again
• 30:27
  and
• 30:27
  again
• 30:28
  and
• 30:28
  again,
• 30:28
  see
• 30:29
  moments
• 30:29
  where
• 30:29
  there
• 30:29
  is
• 30:30
  an
• 30:30
  intentional
• 30:31
  effort
• 30:31
  within
• 30:31
  a
• 30:31
  company
• 30:31
  to
• 30:32
  manufacture,
• 30:32
  to
• 30:33
  create,
• 30:33
  to
• 30:34
  construct
• 30:35
  a
• 30:35
  community
• 30:35
  that
• 30:36
  will
• 30:36
  consume
• 30:36
  their
• 30:36
  product
• 30:37
  in
• 30:37
  the
• 30:37
  future.
• 30:37
  Right?
• 30:38
  So
• 30:38
  we
• 30:38
  have
• 30:38
  that
• 30:38
  capacity.
• 30:39
  Then
• 30:39
  all
• 30:40
  I'm
• 30:40
  recommending
• 30:41
  is
• 30:41
  that
• 30:41
  we
• 30:42
  actually
• 30:42
  integrate
• 30:43
  that
• 30:43
  into
• 30:44
  our,
• 30:44
  like,
• 30:45
  mitigation
• 30:46
  for
• 30:46
  valuation.
• 30:47
  Like,
• 30:48
  what
• 30:48
  we
• 30:48
  say
• 30:48
  is
• 30:48
  like,
• 30:49
  it's
• 30:49
  kind
• 30:49
  of
• 30:49
  portfolio
• 30:49
  hedging.
• 30:50
  It's
• 30:50
  really.
• 30:50
  All
• 30:50
  I'm
• 30:51
  saying
• 30:51
  is
• 30:51
  what
• 30:51
  is
• 30:51
  the
• 30:51
  cultural
• 30:52
  dimension
• 30:52
  that's
• 30:52
  valuable
• 30:53
  for.
• 30:53
  For
• 30:53
  hedging
• 30:54
  your
• 30:54
  portfolio.
• 30:55
  I
• 30:56
  would
• 30:56
  say
• 30:56
  like
• 30:57
  cultural
• 30:57
  work,
• 30:57
  if
• 30:58
  you
• 30:58
  do
• 30:58
  foresight
• 30:58
  work,
• 30:58
  you
• 30:58
  don't
• 30:59
  need
• 30:59
  tons
• 30:59
  of
• 30:59
  people
• 31:00
  or
• 31:00
  you
• 31:00
  have
• 31:00
  a
• 31:00
  little
• 31:00
  bit
• 31:01
  of
• 31:01
  everyone's
• 31:01
  time
• 31:02
  and
• 31:02
  you
• 31:02
  pay
• 31:02
  attention
• 31:03
  to
• 31:03
  the
• 31:03
  right
• 31:03
  way,
• 31:03
  you
• 31:03
  can
• 31:03
  spend
• 31:04
  very
• 31:04
  little
• 31:05
  to
• 31:05
  avoid
• 31:05
  potential
• 31:06
  massive
• 31:06
  write
• 31:06
  downs
• 31:07
  later.
• 31:07
  Right.
• 31:07
  If
• 31:07
  you
• 31:07
  were
• 31:08
  able
• 31:08
  to
• 31:08
  know
• 31:08
  that
• 31:08
  your
• 31:08
  manufactured
• 31:09
  desire
• 31:09
  market
• 31:10
  is
• 31:10
  going
• 31:10
  to
• 31:10
  like
• 31:11
  starting
• 31:11
  to
• 31:11
  sour,
• 31:12
  but
• 31:12
  you
• 31:12
  know
• 31:12
  it
• 31:12
  early
• 31:13
  when
• 31:13
  I've
• 31:13
  got
• 31:13
  a
• 31:13
  chance
• 31:14
  to
• 31:14
  diversify.
• 31:15
  Or
• 31:15
  you
• 31:15
  can
• 31:15
  reinvest
• 31:16
  and
• 31:16
  try
• 31:16
  to
• 31:16
  shore
• 31:17
  up
• 31:17
  market
• 31:17
  sentiment
• 31:18
  to
• 31:18
  make
• 31:18
  sure
• 31:18
  that
• 31:18
  people
• 31:19
  really
• 31:19
  do
• 31:19
  feel
• 31:19
  like
• 31:19
  they
• 31:19
  want
• 31:19
  this
• 31:20
  or
• 31:20
  have
• 31:20
  this
• 31:20
  experience.
• 31:21
  And
• 31:21
  so
• 31:21
  what
• 31:21
  I
• 31:21
  want
• 31:21
  to
• 31:22
  say
• 31:22
  is
• 31:22
  that
• 31:22
  qualitative
• 31:23
  foresight
• 31:24
  can,
• 31:25
  has
• 31:25
  always
• 31:26
  been
• 31:26
  and
• 31:26
  can
• 31:26
  be
• 31:27
  a
• 31:27
  financial
• 31:27
  instrument.
• 31:28
  It's
• 31:28
  not
• 31:28
  just
• 31:29
  a
• 31:29
  cost
• 31:29
  center.
• 31:30
  And
• 31:30
  I
• 31:30
  would
• 31:30
  go
• 31:30
  farther
• 31:31
  to
• 31:31
  say
• 31:31
  that
• 31:31
  I
• 31:31
  would
• 31:31
  argue
• 31:32
  that
• 31:32
  foresight
• 31:32
  is
• 31:33
  the
• 31:33
  cheapest
• 31:33
  hedge
• 31:33
  fund
• 31:34
  against
• 31:34
  future
• 31:34
  devaluation.
• 31:35
  The
• 31:35
  better
• 31:36
  you
• 31:36
  are
• 31:36
  informed
• 31:37
  for
• 31:38
  how
• 31:38
  society
• 31:39
  and
• 31:39
  culture
• 31:39
  is
• 31:39
  evolving,
• 31:40
  the
• 31:40
  better
• 31:41
  you're
• 31:41
  going
• 31:41
  to
• 31:41
  be
• 31:41
  able
• 31:41
  to
• 31:42
  take
• 31:42
  strategic
• 31:43
  positions
• 31:43
  relative
• 31:43
  to
• 31:44
  it.
• 31:44
  Yeah,
• 31:45
  I
• 31:45
  love
• 31:45
  that.
• 31:45
  And
• 31:46
  I
• 31:46
  think
• 31:46
  your
• 31:46
  earlier
• 31:47
  point
• 31:47
  was
• 31:47
  a
• 31:47
  good
• 31:47
  explanation
• 31:48
  as
• 31:48
  to
• 31:48
  why
• 31:48
  50%
• 31:49
  of
• 31:49
  the
• 31:49
  foods
• 31:49
  in
• 31:49
  the
• 31:50
  grocery
• 31:50
  store
• 31:50
  at
• 31:50
  the
• 31:50
  minute
• 31:50
  have
• 31:51
  high
• 31:51
  protein
• 31:52
  stamped
• 31:52
  on
• 31:52
  them.
• 31:53
  Because
• 31:54
  a
• 31:54
  market
• 31:54
  has
• 31:54
  been
• 31:55
  created
• 31:55
  that
• 31:55
  is
• 31:55
  interested
• 31:56
  in
• 31:56
  that
• 31:56
  where
• 31:56
  a
• 31:56
  market
• 31:57
  did
• 31:57
  not
• 31:57
  exist
• 31:57
  before.
• 31:59
  Cultural
• 31:59
  societal
• 32:00
  phenomenons.
• 32:01
  All
• 32:01
  of
• 32:02
  the
• 32:04
  here's
• 32:04
  me
• 32:04
  and
• 32:04
  my
• 32:05
  incredibly
• 32:05
  in
• 32:06
  shape
• 32:06
  body,
• 32:06
  which
• 32:07
  asterisk
• 32:07
  may
• 32:08
  or
• 32:08
  may
• 32:08
  not
• 32:08
  be
• 32:08
  created
• 32:08
  by
• 32:09
  AI
• 32:09
  or
• 32:09
  entirely
• 32:10
  generated
• 32:10
  by
• 32:11
  AI.
• 32:11
  And
• 32:11
  this
• 32:11
  is
• 32:12
  what
• 32:12
  I
• 32:12
  eat
• 32:12
  in
• 32:12
  a
• 32:12
  day.
• 32:13
  Right.
• 32:13
  All
• 32:14
  of
• 32:14
  this
• 32:14
  stuff
• 32:14
  is
• 32:14
  actually
• 32:15
  very
• 32:15
  powerful
• 32:17
  these
• 32:17
  days
• 32:18
  online
• 32:19
  to
• 32:19
  bring
• 32:20
  it
• 32:20
  back
• 32:20
  to
• 32:20
  the
• 32:20
  company
• 32:21
  valuation
• 32:21
  thing
• 32:23
  that
• 32:23
  you
• 32:23
  were
• 32:23
  talking
• 32:23
  about.
• 32:24
  So
• 32:24
  say
• 32:25
  you
• 32:25
  were
• 32:26
  in
• 32:26
  this
• 32:26
  situation,
• 32:27
  you're
• 32:27
  helping
• 32:27
  out
• 32:27
  a
• 32:27
  private
• 32:28
  equity
• 32:28
  firm.
• 32:28
  They're
• 32:29
  looking
• 32:29
  at
• 32:29
  10
• 32:29
  different
• 32:29
  companies
• 32:30
  and
• 32:30
  they
• 32:30
  might
• 32:30
  invest
• 32:31
  in
• 32:31
  maybe
• 32:31
  one
• 32:31
  or
• 32:32
  maybe
• 32:32
  two
• 32:32
  of
• 32:32
  them
• 32:33
  and
• 32:34
  they're
• 32:34
  doing
• 32:34
  diligence.
• 32:35
  They've
• 32:35
  done
• 32:35
  all
• 32:35
  their
• 32:35
  red
• 32:36
  flag
• 32:36
  diligence
• 32:36
  to
• 32:37
  make
• 32:37
  sure
• 32:37
  there
• 32:37
  are
• 32:37
  no
• 32:37
  glaring
• 32:38
  holes
• 32:39
  beyond
• 32:40
  the
• 32:40
  obvious
• 32:41
  in
• 32:42
  line
• 32:42
  with
• 32:42
  some
• 32:42
  of
• 32:42
  the
• 32:42
  things
• 32:42
  that
• 32:43
  you've
• 32:43
  been
• 32:43
  highlighting,
• 32:43
  like
• 32:44
  what
• 32:44
  would
• 32:44
  you
• 32:44
  advise
• 32:45
  them
• 32:45
  to
• 32:45
  look
• 32:45
  for?
• 32:45
  Or
• 32:45
  what
• 32:46
  with
• 32:46
  your
• 32:46
  help
• 32:48
  are
• 32:48
  some
• 32:49
  of
• 32:49
  the
• 32:49
  stones
• 32:49
  that
• 32:49
  you
• 32:49
  would
• 32:49
  seek
• 32:50
  to
• 32:50
  turn
• 32:50
  over
• 32:50
  within
• 32:50
  those
• 32:51
  companies.
• 32:51
  Fundamentally,
• 32:52
  I
• 32:52
  would
• 32:53
  start
• 32:53
  by
• 32:53
  understanding
• 32:54
  say
• 32:55
  culture
• 32:55
  again,
• 32:55
  but
• 32:55
  I've
• 32:56
  been
• 32:56
  talking
• 32:56
  like
• 32:57
  first
• 32:57
  I
• 32:57
  would
• 32:57
  start
• 32:57
  with
• 32:57
  company
• 32:57
  culture.
• 32:58
  And
• 32:58
  this
• 32:58
  is,
• 32:59
  I
• 32:59
  mean
• 33:00
  we're
• 33:00
  thinking
• 33:00
  about
• 33:00
  startups.
• 33:01
  It's
• 33:01
  like
• 33:02
  who
• 33:02
  are
• 33:02
  the
• 33:02
  founders?
• 33:03
  Like
• 33:04
  what
• 33:04
  is
• 33:04
  their
• 33:04
  life
• 33:04
  story?
• 33:05
  Like
• 33:05
  that's
• 33:05
  going
• 33:05
  to
• 33:05
  be
• 33:05
  the.
• 33:05
  If
• 33:06
  you're
• 33:06
  a
• 33:06
  small
• 33:06
  company,
• 33:07
  your
• 33:07
  CEO,
• 33:08
  who
• 33:08
  they
• 33:08
  are
• 33:08
  is
• 33:09
  going
• 33:09
  to
• 33:09
  define
• 33:09
  a
• 33:09
  massive
• 33:10
  amount
• 33:10
  of
• 33:10
  like
• 33:11
  the
• 33:11
  perception
• 33:11
  of
• 33:11
  the
• 33:11
  company,
• 33:12
  as
• 33:12
  the
• 33:12
  company
• 33:12
  grows,
• 33:13
  there's
• 33:13
  more
• 33:13
  people
• 33:13
  and
• 33:14
  it
• 33:14
  starts
• 33:14
  to,
• 33:14
  you
• 33:14
  know,
• 33:15
  the,
• 33:15
  the
• 33:15
  entity,
• 33:16
  the,
• 33:16
  the
• 33:16
  corporation,
• 33:16
  the
• 33:17
  organization
• 33:17
  develops
• 33:18
  an
• 33:18
  identity
• 33:19
  of
• 33:19
  its
• 33:19
  own.
• 33:20
  So
• 33:20
  I
• 33:21
  would
• 33:21
  absolutely
• 33:21
  start
• 33:21
  there.
• 33:22
  Understand
• 33:23
  who
• 33:24
  your
• 33:24
  founders
• 33:24
  are,
• 33:25
  how
• 33:25
  well
• 33:25
  do
• 33:25
  they
• 33:25
  relate
• 33:26
  to
• 33:26
  one
• 33:26
  another?
• 33:26
  I
• 33:26
  mean
• 33:26
  the
• 33:26
  amount
• 33:27
  of
• 33:27
  times
• 33:27
  that
• 33:27
  I've
• 33:27
  heard,
• 33:28
  you
• 33:28
  know,
• 33:28
  startups
• 33:28
  fail
• 33:29
  because
• 33:29
  just
• 33:30
  a,
• 33:30
  you
• 33:30
  know,
• 33:30
  co
• 33:30
  founder
• 33:31
  misalignment,
• 33:32
  right?
• 33:32
  They,
• 33:32
  they
• 33:33
  loved
• 33:33
  the
• 33:34
  idea
• 33:34
  that
• 33:35
  they
• 33:35
  actually
• 33:35
  might
• 33:35
  not
• 33:35
  have
• 33:36
  had
• 33:36
  as
• 33:36
  deep
• 33:36
  a
• 33:37
  good
• 33:38
  qualitative
• 33:38
  professional
• 33:39
  working
• 33:39
  relationship
• 33:40
  as
• 33:40
  was
• 33:40
  necessary
• 33:41
  for
• 33:41
  the
• 33:41
  long
• 33:41
  haul.
• 33:42
  So
• 33:43
  that
• 33:43
  fundamentally
• 33:45
  more
• 33:45
  broadly
• 33:45
  then
• 33:46
  if
• 33:46
  you're
• 33:46
  dealing
• 33:46
  with,
• 33:46
  you
• 33:46
  know,
• 33:47
  series
• 33:47
  A,
• 33:47
  series
• 33:48
  B,
• 33:48
  series
• 33:48
  C
• 33:48
  and
• 33:48
  they're
• 33:49
  in
• 33:49
  hiring
• 33:49
  rounds,
• 33:50
  it's
• 33:50
  like
• 33:50
  pay
• 33:50
  attention
• 33:51
  to
• 33:52
  hr,
• 33:53
  pay
• 33:53
  attention
• 33:53
  to
• 33:53
  the
• 33:53
  recruitment
• 33:54
  process.
• 33:55
  One
• 33:55
  of
• 33:55
  the
• 33:55
  things
• 33:56
  that
• 33:56
  I
• 33:57
  always
• 33:57
  say
• 33:57
  this
• 33:58
  is
• 33:58
  whether
• 33:58
  it's
• 33:58
  a
• 33:58
  new
• 33:58
  company
• 33:58
  or
• 33:59
  an
• 33:59
  old
• 33:59
  company
• 34:01
  is
• 34:02
  the
• 34:02
  reason
• 34:02
  you
• 34:02
  invest
• 34:03
  in
• 34:03
  strategic
• 34:04
  branding,
• 34:05
  right?
• 34:05
  To
• 34:05
  like
• 34:05
  be
• 34:06
  able
• 34:06
  to
• 34:06
  consistently
• 34:06
  and
• 34:07
  clearly
• 34:07
  communicate
• 34:07
  your
• 34:08
  values,
• 34:08
  your
• 34:09
  position,
• 34:09
  your
• 34:09
  mission
• 34:09
  and
• 34:09
  your
• 34:10
  vision
• 34:10
  is
• 34:10
  because
• 34:11
  that
• 34:11
  ultimately
• 34:12
  is
• 34:12
  going
• 34:12
  to
• 34:12
  keep
• 34:12
  your
• 34:13
  costs
• 34:13
  the
• 34:14
  lowest.
• 34:14
  Because
• 34:15
  if
• 34:15
  you're
• 34:15
  doing
• 34:15
  that
• 34:15
  consistently,
• 34:16
  what
• 34:17
  will
• 34:17
  then
• 34:17
  happen
• 34:17
  is
• 34:18
  then
• 34:18
  ideally
• 34:19
  your
• 34:19
  HR
• 34:20
  actually
• 34:20
  is
• 34:21
  a
• 34:21
  product
• 34:21
  and
• 34:21
  a
• 34:21
  service.
• 34:22
  The
• 34:22
  experience
• 34:22
  with
• 34:22
  your
• 34:23
  hr,
• 34:23
  your
• 34:23
  onboarding,
• 34:24
  that
• 34:24
  needs
• 34:24
  to
• 34:25
  be
• 34:25
  an
• 34:25
  amplification
• 34:26
  and
• 34:26
  expression
• 34:27
  of
• 34:27
  that
• 34:27
  culture
• 34:28
  and
• 34:28
  that
• 34:28
  brand.
• 34:28
  When
• 34:29
  you
• 34:29
  do
• 34:29
  that,
• 34:30
  every
• 34:30
  single
• 34:30
  person
• 34:30
  who
• 34:31
  wants
• 34:31
  to
• 34:31
  work
• 34:31
  at
• 34:31
  your
• 34:31
  company
• 34:32
  should
• 34:32
  be
• 34:33
  self
• 34:33
  selecting
• 34:33
  on
• 34:34
  some
• 34:34
  level
• 34:35
  to
• 34:35
  be
• 34:35
  in
• 34:35
  alignment.
• 34:36
  And
• 34:36
  yes,
• 34:36
  a
• 34:36
  good
• 34:37
  HR
• 34:37
  professional
• 34:37
  can
• 34:38
  discern
• 34:38
  when
• 34:38
  someone
• 34:39
  is
• 34:39
  faking
• 34:39
  it
• 34:39
  or
• 34:40
  someone
• 34:40
  really
• 34:40
  is
• 34:40
  it.
• 34:41
  So
• 34:41
  get
• 34:41
  the
• 34:41
  right
• 34:41
  HR
• 34:42
  people
• 34:42
  to
• 34:42
  pick
• 34:42
  those
• 34:43
  people.
• 34:43
  But
• 34:43
  in
• 34:44
  doing
• 34:44
  that
• 34:44
  you
• 34:45
  are
• 34:45
  actually
• 34:45
  then
• 34:46
  building
• 34:47
  a
• 34:47
  team
• 34:47
  that
• 34:48
  is
• 34:48
  amplifying
• 34:49
  what
• 34:49
  the
• 34:49
  core
• 34:50
  strength
• 34:50
  is.
• 34:50
  And
• 34:50
  let's
• 34:50
  just
• 34:50
  say
• 34:51
  that's
• 34:51
  like
• 34:51
  founder
• 34:52
  or
• 34:52
  C
• 34:52
  suite
• 34:52
  alignment,
• 34:53
  right?
• 34:53
  And
• 34:54
  so
• 34:54
  if
• 34:54
  that's
• 34:55
  not
• 34:55
  happening,
• 34:55
  if
• 34:55
  you
• 34:56
  don't
• 34:56
  see
• 34:56
  that
• 34:57
  like
• 34:57
  the
• 34:57
  HR
• 34:58
  system,
• 34:59
  the
• 34:59
  recruitment
• 34:59
  system
• 35:00
  is
• 35:01
  built
• 35:01
  to
• 35:02
  foreground
• 35:03
  those
• 35:03
  aspects
• 35:04
  that
• 35:05
  becomes
• 35:05
  risky
• 35:06
  because
• 35:06
  you
• 35:06
  could
• 35:06
  end
• 35:07
  up
• 35:07
  having
• 35:07
  a
• 35:07
  whole
• 35:07
  bunch
• 35:07
  of
• 35:08
  people
• 35:08
  willing
• 35:08
  to
• 35:08
  do
• 35:09
  functional
• 35:10
  work
• 35:10
  for
• 35:10
  a
• 35:10
  period
• 35:10
  of
• 35:11
  time
• 35:11
  just
• 35:11
  to
• 35:11
  be
• 35:11
  transactionally
• 35:12
  paid,
• 35:13
  but
• 35:13
  they're
• 35:13
  not
• 35:13
  actually
• 35:14
  necessarily
• 35:14
  ready
• 35:14
  to
• 35:15
  live
• 35:15
  and
• 35:15
  breathe
• 35:15
  the
• 35:15
  value
• 35:16
  of
• 35:16
  that
• 35:17
  company.
• 35:18
  And
• 35:18
  if
• 35:18
  those
• 35:18
  people
• 35:19
  become
• 35:19
  indispensable
• 35:21
  but
• 35:21
  they're
• 35:22
  not
• 35:22
  brand
• 35:22
  aligned,
• 35:23
  now
• 35:23
  you've
• 35:23
  got
• 35:23
  a
• 35:24
  problem.
• 35:24
  Like
• 35:24
  that's
• 35:25
  a
• 35:25
  difficult
• 35:25
  combination.
• 35:26
  Yeah,
• 35:26
  yeah,
• 35:26
  yeah.
• 35:27
  So
• 35:27
  it's
• 35:27
  like
• 35:27
  you
• 35:27
  can,
• 35:28
  doing
• 35:28
  that
• 35:28
  work
• 35:29
  up
• 35:29
  front
• 35:29
  I
• 35:29
  think
• 35:29
  is
• 35:29
  crucial
• 35:30
  to
• 35:31
  be
• 35:31
  able
• 35:31
  to
• 35:32
  correctly
• 35:32
  assess.
• 35:32
  And
• 35:33
  also
• 35:33
  if
• 35:33
  they're
• 35:34
  in
• 35:34
  your
• 35:34
  portfolio
• 35:34
  already,
• 35:36
  that's
• 35:36
  actually
• 35:36
  things
• 35:36
  that
• 35:36
  can
• 35:37
  be
• 35:37
  corrected,
• 35:37
  right?
• 35:38
  Like,
• 35:38
  you
• 35:38
  know,
• 35:38
  you
• 35:38
  can,
• 35:39
  you
• 35:39
  can
• 35:39
  Ship
• 35:39
  those
• 35:39
  things.
• 35:39
  You
• 35:40
  can
• 35:40
  intervene,
• 35:40
  but
• 35:41
  like
• 35:41
  making
• 35:41
  sure
• 35:42
  there's
• 35:43
  clear
• 35:43
  brand
• 35:43
  and
• 35:43
  cultural
• 35:44
  alignment
• 35:44
  through
• 35:45
  HR
• 35:46
  and
• 35:46
  recruitment.
• 35:47
  Because
• 35:47
  that's
• 35:47
  going
• 35:47
  to
• 35:47
  be
• 35:48
  again
• 35:48
  the
• 35:48
  fundamental,
• 35:49
  a
• 35:49
  fundamental
• 35:50
  component
• 35:50
  of
• 35:51
  your
• 35:51
  organization's
• 35:52
  growth.
• 35:52
  So
• 35:53
  those
• 35:53
  would
• 35:53
  be
• 35:53
  sort
• 35:53
  of
• 35:53
  like
• 35:53
  the
• 35:53
  two,
• 35:54
  two
• 35:54
  things
• 35:54
  I
• 35:54
  would
• 35:55
  concretely
• 35:56
  focus
• 35:56
  on.
• 35:56
  First,
• 35:57
  if
• 35:57
  it's
• 35:57
  something
• 35:57
  that's
• 35:58
  more
• 35:58
  already
• 35:58
  past
• 35:59
  GTM
• 35:59
  and
• 35:59
  it's
• 36:00
  at
• 36:00
  market
• 36:01
  and
• 36:01
  it's
• 36:01
  doing
• 36:01
  like
• 36:02
  a
• 36:02
  brand
• 36:02
  audit.
• 36:03
  And
• 36:03
  so
• 36:03
  that's
• 36:03
  where
• 36:03
  you
• 36:04
  take
• 36:04
  all
• 36:04
  as
• 36:05
  many
• 36:05
  as
• 36:05
  possible
• 36:05
  of
• 36:05
  the
• 36:06
  like
• 36:06
  the
• 36:06
  comms
• 36:07
  touch
• 36:07
  points
• 36:08
  that
• 36:08
  exist
• 36:09
  and
• 36:10
  pull
• 36:10
  them
• 36:10
  out.
• 36:10
  Similarly,
• 36:11
  you
• 36:11
  would
• 36:11
  take
• 36:11
  an
• 36:11
  audit
• 36:11
  from
• 36:12
  a
• 36:12
  financial
• 36:12
  standpoint.
• 36:13
  Except
• 36:13
  what
• 36:13
  we're
• 36:13
  auditing
• 36:14
  for
• 36:14
  is
• 36:14
  language,
• 36:14
  tone,
• 36:15
  color,
• 36:16
  et
• 36:16
  cetera.
• 36:16
  Because
• 36:16
  a
• 36:17
  lot
• 36:17
  of
• 36:17
  people
• 36:17
  assume
• 36:18
  we
• 36:18
  tend
• 36:18
  as
• 36:19
  humans,
• 36:19
  we
• 36:19
  always
• 36:19
  assume
• 36:20
  it's
• 36:20
  like,
• 36:20
  oh
• 36:20
  no,
• 36:20
  people
• 36:20
  totally
• 36:21
  get
• 36:21
  me.
• 36:21
  And
• 36:22
  you're
• 36:22
  like,
• 36:22
  until
• 36:22
  someone
• 36:23
  reflects
• 36:23
  back
• 36:23
  to
• 36:24
  you
• 36:24
  the
• 36:24
  decisions
• 36:24
  that
• 36:25
  you've
• 36:25
  consistently
• 36:25
  made,
• 36:25
  they're
• 36:26
  like,
• 36:26
  oh,
• 36:26
  I
• 36:26
  didn't
• 36:27
  realize
• 36:27
  that.
• 36:27
  I
• 36:27
  always.
• 36:28
  Oh,
• 36:28
  you're
• 36:28
  a
• 36:28
  very
• 36:29
  different.
• 36:29
  Each
• 36:29
  individual
• 36:30
  is
• 36:30
  a
• 36:30
  very
• 36:30
  different
• 36:30
  person
• 36:31
  to
• 36:31
  all
• 36:31
  the
• 36:31
  people
• 36:31
  that
• 36:32
  they
• 36:32
  interact
• 36:32
  with.
• 36:32
  Yeah.
• 36:33
  And
• 36:33
  so
• 36:34
  actually
• 36:34
  cycling
• 36:34
  back,
• 36:35
  that's
• 36:35
  one
• 36:35
  of
• 36:35
  the
• 36:35
  things
• 36:35
  that
• 36:36
  I
• 36:36
  think
• 36:36
  is
• 36:37
  interesting
• 36:37
  interacting
• 36:38
  with
• 36:38
  Bordy.
• 36:39
  We
• 36:39
  mentioned
• 36:39
  him
• 36:39
  before,
• 36:40
  or
• 36:40
  it's
• 36:41
  before.
• 36:41
  You
• 36:41
  don't
• 36:41
  want
• 36:41
  to
• 36:42
  gender
• 36:42
  it
• 36:42
  too
• 36:42
  much,
• 36:43
  but
• 36:43
  is
• 36:43
  that
• 36:44
  Bordy
• 36:45
  talks
• 36:45
  to
• 36:46
  you,
• 36:46
  talks
• 36:46
  to
• 36:46
  me.
• 36:47
  Bordy
• 36:48
  will
• 36:48
  ask
• 36:48
  both
• 36:49
  of
• 36:49
  us
• 36:49
  how
• 36:49
  was
• 36:50
  your
• 36:50
  conversation
• 36:50
  with
• 36:50
  Graham?
• 36:51
  And
• 36:52
  that
• 36:52
  actually
• 36:53
  is
• 36:53
  a
• 36:53
  separate
• 36:53
  piece
• 36:53
  of
• 36:53
  data.
• 36:54
  I
• 36:54
  can
• 36:54
  ask
• 36:54
  Bor,
• 36:55
  hey,
• 36:56
  how
• 36:56
  am
• 36:56
  I
• 36:57
  doing?
• 36:57
  And
• 36:57
  Bordy
• 36:58
  will
• 36:58
  actually,
• 36:58
  I
• 36:58
  ask
• 36:59
  it.
• 36:59
  I
• 36:59
  give
• 36:59
  it
• 36:59
  a
• 36:59
  more
• 36:59
  comprehensive
• 37:00
  prompt.
• 37:01
  But
• 37:01
  Bordy
• 37:02
  will
• 37:02
  actually
• 37:02
  then
• 37:02
  aggregate
• 37:03
  insights
• 37:04
  and
• 37:04
  recommendations
• 37:05
  from
• 37:06
  all
• 37:06
  the
• 37:06
  people
• 37:06
  I've
• 37:06
  talked
• 37:07
  to.
• 37:07
  It
• 37:07
  won't
• 37:07
  tell
• 37:07
  me
• 37:07
  who
• 37:07
  it
• 37:08
  was,
• 37:08
  but
• 37:09
  it
• 37:09
  actually
• 37:09
  helps
• 37:10
  me
• 37:10
  test
• 37:11
  whether
• 37:11
  I
• 37:12
  think
• 37:12
  I've
• 37:12
  got
• 37:12
  a
• 37:12
  great
• 37:13
  position
• 37:13
  for
• 37:13
  my
• 37:13
  career.
• 37:14
  I
• 37:14
  think
• 37:14
  I'm
• 37:15
  a
• 37:15
  lovely
• 37:15
  person.
• 37:15
  I
• 37:16
  think
• 37:16
  I'm
• 37:16
  fun
• 37:16
  and
• 37:17
  enriching.
• 37:18
  Then
• 37:18
  you
• 37:18
  know,
• 37:19
  you're
• 37:19
  another
• 37:19
  human.
• 37:19
  You'll
• 37:20
  probably
• 37:20
  smile
• 37:20
  a
• 37:20
  lot
• 37:20
  to
• 37:21
  make
• 37:21
  me
• 37:21
  feel
• 37:21
  good
• 37:21
  on
• 37:21
  the
• 37:22
  call.
• 37:22
  But
• 37:22
  you
• 37:22
  might
• 37:23
  also
• 37:23
  be
• 37:23
  like,
• 37:23
  actually
• 37:23
  wasn't
• 37:24
  that
• 37:24
  useful?
• 37:25
  Already
• 37:25
  becomes
• 37:26
  a
• 37:26
  potential
• 37:26
  neutral
• 37:27
  third
• 37:27
  party
• 37:27
  that
• 37:28
  might
• 37:28
  be
• 37:28
  able
• 37:28
  to
• 37:28
  disclose
• 37:29
  that
• 37:29
  to
• 37:29
  me
• 37:29
  in
• 37:29
  a
• 37:29
  way
• 37:30
  that
• 37:30
  I
• 37:30
  can
• 37:30
  hear
• 37:30
  it,
• 37:31
  take
• 37:31
  it
• 37:31
  on
• 37:32
  board,
• 37:32
  not
• 37:32
  have
• 37:33
  the
• 37:33
  self
• 37:33
  esteem
• 37:33
  hit
• 37:34
  and
• 37:34
  then
• 37:34
  evolve
• 37:35
  and
• 37:35
  grow.
• 37:36
  This
• 37:36
  is
• 37:36
  what's
• 37:36
  crucial
• 37:37
  is
• 37:37
  I
• 37:37
  think
• 37:37
  a
• 37:38
  lot
• 37:38
  of
• 37:38
  things
• 37:38
  end
• 37:38
  up
• 37:39
  where
• 37:39
  people
• 37:39
  take
• 37:39
  things
• 37:40
  way
• 37:40
  too
• 37:40
  personally.
• 37:40
  I'd
• 37:41
  almost
• 37:41
  go
• 37:41
  say
• 37:41
  it's
• 37:41
  like
• 37:42
  company
• 37:42
  ego,
• 37:43
  like
• 37:43
  being
• 37:44
  able
• 37:44
  to
• 37:44
  actually
• 37:44
  have
• 37:45
  a
• 37:45
  trusted
• 37:45
  third
• 37:46
  party.
• 37:46
  And
• 37:47
  that
• 37:47
  could
• 37:47
  also
• 37:47
  be
• 37:47
  an
• 37:47
  internal
• 37:48
  function
• 37:48
  where
• 37:48
  people
• 37:49
  are
• 37:49
  Able
• 37:49
  to
• 37:50
  hear
• 37:51
  the
• 37:51
  misalignment
• 37:52
  with
• 37:52
  what
• 37:53
  they
• 37:53
  think
• 37:53
  they're
• 37:53
  doing
• 37:53
  and
• 37:53
  how
• 37:54
  people
• 37:54
  are
• 37:54
  perceiving
• 37:54
  it
• 37:56
  and
• 37:56
  then
• 37:56
  they
• 37:56
  can.
• 37:56
  Those
• 37:57
  employees
• 37:57
  then
• 37:57
  are
• 37:57
  in
• 37:58
  a
• 37:58
  position
• 37:58
  to
• 37:58
  or
• 37:59
  decision
• 37:59
  makers
• 38:00
  to
• 38:00
  address
• 38:00
  it
• 38:01
  on
• 38:01
  their
• 38:01
  own
• 38:02
  terms
• 38:02
  proactively.
• 38:03
  And
• 38:03
  I
• 38:03
  would,
• 38:03
  to
• 38:04
  every
• 38:04
  single
• 38:04
  manager
• 38:05
  out
• 38:05
  there
• 38:06
  I
• 38:06
  would
• 38:06
  say
• 38:06
  is
• 38:06
  like
• 38:07
  that's
• 38:07
  one
• 38:07
  of
• 38:07
  the
• 38:08
  biggest
• 38:08
  stumbling
• 38:08
  blocks
• 38:09
  in
• 38:09
  the
• 38:09
  annual
• 38:09
  performance
• 38:10
  reviews
• 38:11
  is
• 38:11
  that
• 38:12
  of
• 38:12
  the
• 38:12
  many.
• 38:13
  Yeah,
• 38:13
  of
• 38:14
  the
• 38:14
  many.
• 38:14
  But
• 38:14
  is
• 38:15
  people
• 38:16
  go
• 38:16
  through
• 38:16
  a
• 38:17
  year
• 38:17
  thinking
• 38:17
  they're
• 38:18
  doing
• 38:18
  great
• 38:18
  and
• 38:18
  all
• 38:18
  of
• 38:18
  a
• 38:18
  sudden
• 38:18
  they're
• 38:19
  caught
• 38:19
  off
• 38:19
  guard
• 38:19
  being
• 38:19
  oh
• 38:20
  they're
• 38:20
  not
• 38:20
  but
• 38:20
  they're
• 38:20
  hearing
• 38:21
  it
• 38:21
  from
• 38:21
  someone
• 38:21
  that
• 38:21
  actually
• 38:22
  dictates
• 38:22
  their
• 38:22
  day
• 38:23
  to
• 38:23
  day
• 38:23
  life
• 38:23
  culture.
• 38:24
  So
• 38:24
  imagine
• 38:25
  if
• 38:25
  they
• 38:25
  could
• 38:25
  hear
• 38:25
  it
• 38:25
  from
• 38:26
  someone
• 38:26
  else
• 38:26
  that
• 38:26
  isn't
• 38:27
  actually
• 38:27
  got
• 38:27
  like
• 38:28
  a,
• 38:28
  it's
• 38:28
  like
• 38:28
  an
• 38:28
  odd
• 38:29
  person
• 38:30
  but
• 38:30
  for
• 38:30
  you
• 38:30
  know,
• 38:31
  your
• 38:31
  performance
• 38:32
  and
• 38:32
  for
• 38:32
  your,
• 38:32
  your,
• 38:33
  your
• 38:33
  alignment
• 38:33
  with
• 38:34
  brand
• 38:34
  that
• 38:35
  is
• 38:35
  a
• 38:35
  really,
• 38:36
  really,
• 38:36
  really
• 38:36
  valuable
• 38:36
  thing
• 38:37
  because
• 38:37
  I
• 38:37
  think
• 38:37
  people
• 38:38
  struggle
• 38:38
  sometimes
• 38:39
  to
• 38:40
  hear
• 38:40
  feedback
• 38:41
  and
• 38:42
  incorporate
• 38:42
  it
• 38:42
  and
• 38:42
  people
• 38:43
  also
• 38:43
  struggle
• 38:43
  to
• 38:43
  give
• 38:44
  it.
• 38:44
  And
• 38:44
  so
• 38:44
  Bor.
• 38:45
  I've
• 38:45
  already
• 38:46
  leaned
• 38:46
  into
• 38:46
  it
• 38:46
  gives
• 38:47
  me
• 38:47
  that
• 38:47
  feedback
• 38:48
  because
• 38:48
  I
• 38:48
  asked
• 38:48
  for
• 38:49
  it.
• 38:49
  Oh,
• 38:49
  I'm
• 38:49
  going
• 38:50
  to
• 38:50
  go
• 38:50
  get
• 38:50
  some
• 38:50
  of
• 38:50
  that
• 38:51
  when
• 38:51
  we're
• 38:51
  finished
• 38:51
  here.
• 38:52
  Yeah,
• 38:52
  I
• 38:53
  mean
• 38:53
  you
• 38:53
  got
• 38:53
  me
• 38:53
  thinking.
• 38:54
  The
• 38:54
  world
• 38:54
  of
• 38:54
  performance
• 38:54
  management
• 38:55
  is
• 38:55
  one
• 38:55
  I've
• 38:55
  spent
• 38:55
  a
• 38:55
  lot
• 38:56
  of
• 38:56
  time
• 38:56
  in
• 38:56
  and
• 38:57
  I,
• 39:00
  I
• 39:00
  wonder
• 39:00
  if
• 39:01
  there's
• 39:01
  a
• 39:01
  certainty
• 39:02
  is
• 39:02
  always
• 39:02
  something
• 39:03
  that
• 39:03
  human
• 39:03
  beings
• 39:03
  want
• 39:04
  like
• 39:04
  they
• 39:04
  want
• 39:04
  to
• 39:04
  know
• 39:04
  where
• 39:04
  they
• 39:04
  stand
• 39:05
  or
• 39:05
  what
• 39:05
  they're
• 39:05
  doing.
• 39:05
  And
• 39:05
  I
• 39:05
  used
• 39:06
  to
• 39:06
  joke
• 39:06
  with
• 39:06
  my
• 39:06
  team
• 39:06
  of
• 39:07
  like
• 39:07
  you
• 39:07
  know,
• 39:09
  anything,
• 39:09
  whatever
• 39:10
  I
• 39:10
  say
• 39:10
  to
• 39:10
  you,
• 39:10
  you're
• 39:10
  not
• 39:10
  going
• 39:11
  to
• 39:11
  be
• 39:11
  happy
• 39:11
  until
• 39:11
  like
• 39:12
  there's
• 39:13
  one
• 39:13
  of
• 39:13
  those
• 39:13
  railway
• 39:14
  station
• 39:14
  platform
• 39:14
  boards
• 39:15
  at
• 39:15
  the
• 39:15
  end
• 39:15
  that
• 39:15
  say
• 39:16
  here
• 39:16
  is
• 39:16
  the
• 39:17
  1,
• 39:17
  2,
• 39:17
  3,
• 39:17
  4,
• 39:17
  5,
• 39:17
  6,
• 39:18
  7,
• 39:18
  8,
• 39:18
  9,
• 39:18
  10,
• 39:18
  whatever
• 39:19
  it
• 39:19
  is,
• 39:19
  rank
• 39:19
  order
• 39:20
  that
• 39:20
  you're
• 39:20
  currently
• 39:21
  sitting
• 39:21
  in
• 39:21
  and
• 39:21
  then
• 39:21
  you
• 39:22
  can
• 39:22
  move
• 39:22
  up
• 39:22
  and
• 39:22
  down
• 39:22
  the
• 39:22
  league
• 39:23
  table
• 39:23
  as
• 39:23
  the
• 39:23
  season
• 39:24
  goes
• 39:24
  on
• 39:24
  and
• 39:24
  whatever
• 39:25
  else
• 39:25
  there
• 39:25
  exists
• 39:26
  and
• 39:26
  I
• 39:26
  joked
• 39:27
  about
• 39:27
  it
• 39:27
  at
• 39:27
  the
• 39:27
  time
• 39:27
  as
• 39:27
  a,
• 39:28
  as
• 39:28
  a,
• 39:28
  as
• 39:29
  an
• 39:29
  impossibility.
• 39:30
  But
• 39:31
  imagine
• 39:32
  you're
• 39:33
  within
• 39:33
  a
• 39:33
  company
• 39:34
  and
• 39:34
  this
• 39:35
  will
• 39:35
  do
• 39:35
  different
• 39:35
  things
• 39:35
  to
• 39:35
  the
• 39:36
  culture.
• 39:36
  Every
• 39:36
  call
• 39:37
  is
• 39:37
  recorded,
• 39:37
  every
• 39:37
  email
• 39:38
  is
• 39:38
  recorded,
• 39:38
  every
• 39:39
  slack
• 39:39
  message
• 39:39
  is
• 39:39
  recorded.
• 39:40
  And
• 39:40
  there
• 39:41
  could
• 39:41
  be
• 39:42
  an
• 39:42
  AI
• 39:42
  agents
• 39:42
  or
• 39:43
  a
• 39:43
  team
• 39:43
  of
• 39:43
  AI
• 39:44
  agents
• 39:44
  each
• 39:44
  trained
• 39:45
  to
• 39:45
  look
• 39:45
  for
• 39:45
  a
• 39:45
  different
• 39:45
  thing.
• 39:47
  Cultural
• 39:47
  alignment,
• 39:48
  value
• 39:48
  to
• 39:48
  the
• 39:48
  company,
• 39:49
  contribution
• 39:50
  towards
• 39:50
  objectives,
• 39:51
  time
• 39:51
  at
• 39:51
  desk.
• 39:52
  If
• 39:52
  that's
• 39:52
  important
• 39:52
  to
• 39:53
  people.
• 39:54
  You
• 39:54
  know
• 39:54
  in
• 39:54
  some
• 39:54
  jobs
• 39:55
  it
• 39:55
  is
• 39:55
  call
• 39:56
  center
• 39:56
  jobs
• 39:56
  that's
• 39:56
  very
• 39:57
  important
• 39:57
  and
• 39:57
  it
• 39:57
  could
• 39:58
  buying
• 39:58
  all
• 39:59
  of
• 39:59
  those
• 39:59
  and
• 39:59
  actually
• 40:00
  potentially
• 40:00
  make
• 40:00
  performance
• 40:01
  management
• 40:01
  very
• 40:01
  objective.
• 40:02
  Yes.
• 40:03
  Very
• 40:03
  reasonable
• 40:04
  and
• 40:04
  grounded
• 40:05
  in
• 40:05
  a
• 40:05
  set
• 40:05
  of
• 40:05
  rules
• 40:06
  which
• 40:06
  are
• 40:06
  published
• 40:06
  to
• 40:07
  everyone
• 40:07
  at
• 40:07
  the
• 40:07
  start
• 40:07
  of
• 40:07
  the
• 40:07
  year
• 40:08
  and
• 40:08
  it
• 40:08
  depersonalizes
• 40:09
  it
• 40:09
  in
• 40:09
  that
• 40:09
  way
• 40:09
  that
• 40:10
  you're
• 40:10
  talking
• 40:10
  about,
• 40:11
  particularly
• 40:11
  in
• 40:11
  America.
• 40:12
  It
• 40:12
  will,
• 40:13
  you
• 40:13
  know,
• 40:13
  and
• 40:14
  I've
• 40:14
  had
• 40:14
  a
• 40:14
  number
• 40:14
  of
• 40:14
  unfortunate
• 40:15
  conversations
• 40:15
  with
• 40:16
  people
• 40:16
  where
• 40:18
  they
• 40:18
  had
• 40:18
  made
• 40:18
  the
• 40:19
  mistake
• 40:19
  of
• 40:19
  assuming
• 40:19
  that
• 40:20
  First
• 40:20
  Amendment
• 40:20
  rights
• 40:21
  apply
• 40:21
  while
• 40:22
  working
• 40:22
  for
• 40:22
  a
• 40:22
  private
• 40:22
  company
• 40:23
  and
• 40:23
  using
• 40:23
  their
• 40:23
  private
• 40:24
  resources,
• 40:24
  which
• 40:24
  it
• 40:24
  doesn't.
• 40:25
  So
• 40:25
  but
• 40:25
  in
• 40:26
  this
• 40:26
  company,
• 40:26
  I
• 40:26
  think,
• 40:27
  you
• 40:27
  know,
• 40:27
  if
• 40:28
  you
• 40:28
  walked
• 40:28
  in,
• 40:28
  if
• 40:28
  you
• 40:29
  imagine
• 40:29
  Ian,
• 40:29
  you
• 40:29
  recommended
• 40:30
  to
• 40:30
  a
• 40:30
  US
• 40:30
  based
• 40:31
  company.
• 40:31
  No.
• 40:32
  Well,
• 40:32
  here's
• 40:32
  what
• 40:32
  we
• 40:33
  should
• 40:33
  do
• 40:33
  culturally
• 40:33
  like
• 40:34
  record
• 40:34
  everything,
• 40:35
  every
• 40:35
  word
• 40:35
  that
• 40:35
  everyone
• 40:36
  says
• 40:36
  and
• 40:36
  everything
• 40:36
  that
• 40:37
  they
• 40:37
  do
• 40:37
  and
• 40:37
  then
• 40:37
  great,
• 40:38
  we'll
• 40:38
  solve
• 40:38
  this
• 40:38
  performance
• 40:38
  management
• 40:39
  problem.
• 40:39
  I
• 40:39
  imagine
• 40:39
  there'll
• 40:40
  be
• 40:40
  some
• 40:40
  pushback
• 40:41
  from
• 40:41
  the,
• 40:42
  from
• 40:42
  those
• 40:42
  on
• 40:42
  the
• 40:42
  other
• 40:43
  end
• 40:43
  of
• 40:43
  it,
• 40:43
  don't
• 40:43
  you
• 40:43
  think?
• 40:44
  Yes,
• 40:45
  but
• 40:45
  you
• 40:46
  get
• 40:46
  that
• 40:46
  amazing
• 40:46
  outcome
• 40:47
  out
• 40:47
  of
• 40:47
  it
• 40:47
  on
• 40:47
  the
• 40:47
  other
• 40:47
  end.
• 40:48
  So
• 40:48
  we're
• 40:48
  going
• 40:49
  to
• 40:49
  be
• 40:49
  faced
• 40:49
  more
• 40:49
  and
• 40:49
  more
• 40:49
  with
• 40:49
  these
• 40:50
  challenges,
• 40:50
  I
• 40:50
  think.
• 40:51
  Wow.
• 40:52
  It
• 40:52
  is
• 40:52
  a
• 40:52
  very
• 40:53
  elegant
• 40:53
  like
• 40:54
  philosophical
• 40:54
  question
• 40:56
  that
• 40:56
  I
• 40:57
  think
• 40:57
  is
• 40:57
  solvable,
• 40:58
  but
• 40:58
  is
• 40:59
  it's
• 40:59
  ultimately
• 41:00
  how
• 41:00
  do
• 41:00
  we
• 41:00
  build
• 41:00
  a
• 41:00
  human
• 41:00
  AI
• 41:01
  relationship
• 41:01
  where
• 41:02
  people
• 41:03
  trust
• 41:04
  that
• 41:04
  everything
• 41:04
  is
• 41:05
  not
• 41:05
  indelible.
• 41:06
  And
• 41:06
  that's
• 41:06
  the
• 41:07
  thing
• 41:07
  is
• 41:07
  like
• 41:07
  recognizing
• 41:08
  that
• 41:08
  human
• 41:08
  life
• 41:08
  is
• 41:08
  flexible
• 41:09
  and
• 41:09
  I'm
• 41:09
  a
• 41:10
  person
• 41:10
  who
• 41:10
  personally
• 41:10
  believes
• 41:11
  in
• 41:11
  redemption
• 41:12
  and
• 41:12
  so
• 41:13
  like
• 41:13
  understanding
• 41:14
  that
• 41:14
  people
• 41:14
  are
• 41:14
  going
• 41:15
  to
• 41:15
  make
• 41:15
  mistakes
• 41:15
  and
• 41:15
  they
• 41:15
  need
• 41:16
  to
• 41:16
  be
• 41:16
  able
• 41:16
  to
• 41:16
  shift
• 41:17
  and
• 41:17
  change
• 41:17
  and
• 41:18
  grow
• 41:19
  and
• 41:20
  building
• 41:20
  in.
• 41:21
  And
• 41:21
  I'm,
• 41:21
  this
• 41:22
  is,
• 41:22
  I'm
• 41:22
  being
• 41:22
  vague
• 41:23
  but
• 41:23
  it's,
• 41:23
  you
• 41:23
  know
• 41:24
  there's,
• 41:24
  there's
• 41:24
  legal
• 41:25
  questions
• 41:25
  here.
• 41:25
  Right.
• 41:26
  But
• 41:26
  like
• 41:26
  being
• 41:27
  able
• 41:27
  to
• 41:28
  understand
• 41:29
  that
• 41:29
  it's
• 41:29
  possible
• 41:29
  to
• 41:30
  engage
• 41:30
  with
• 41:30
  a
• 41:31
  system
• 41:31
  that
• 41:31
  is
• 41:32
  tracking
• 41:33
  with
• 41:33
  the
• 41:33
  purpose
• 41:34
  of
• 41:34
  you
• 41:35
  being
• 41:35
  able
• 41:35
  to
• 41:35
  privately
• 41:36
  be
• 41:36
  able
• 41:36
  to
• 41:37
  self
• 41:37
  improve
• 41:37
  as
• 41:37
  opposed
• 41:38
  to
• 41:38
  it
• 41:38
  being
• 41:38
  put
• 41:39
  into.
• 41:39
  Of
• 41:39
  course.
• 41:40
  So
• 41:40
  what
• 41:40
  I
• 41:40
  would
• 41:41
  concretely
• 41:41
  what
• 41:41
  I
• 41:42
  would
• 41:42
  sort
• 41:42
  of
• 41:42
  says
• 41:42
  if
• 41:42
  you
• 41:42
  and
• 41:42
  I
• 41:43
  had
• 41:43
  to
• 41:43
  build
• 41:43
  something,
• 41:44
  it's
• 41:44
  basically.
• 41:45
  And
• 41:45
  there
• 41:45
  are
• 41:46
  a
• 41:46
  couple
• 41:46
  of
• 41:46
  companies
• 41:46
  I
• 41:46
  don't
• 41:46
  want
• 41:47
  to
• 41:47
  give
• 41:47
  any
• 41:47
  concrete
• 41:47
  shout
• 41:48
  outs
• 41:48
  on
• 41:48
  the
• 41:48
  podcast
• 41:48
  but
• 41:49
  like
• 41:49
  that
• 41:49
  are
• 41:49
  dabbling
• 41:50
  in
• 41:50
  the
• 41:50
  space.
• 41:50
  But
• 41:50
  is
• 41:51
  how
• 41:51
  can
• 41:51
  you
• 41:51
  not
• 41:52
  surprised?
• 41:52
  Yeah.
• 41:53
  How
• 41:53
  can
• 41:53
  you
• 41:54
  use
• 41:55
  AI
• 41:55
  to
• 41:56
  aggregate
• 41:57
  like
• 41:57
  soft
• 41:58
  cultural
• 41:59
  language
• 41:59
  and
• 42:00
  communications
• 42:00
  touch
• 42:01
  points
• 42:01
  throughout
• 42:01
  an
• 42:01
  organization
• 42:02
  to
• 42:02
  be
• 42:03
  able
• 42:03
  to
• 42:03
  get
• 42:03
  at
• 42:04
  some
• 42:05
  type
• 42:05
  of
• 42:05
  more
• 42:06
  quantitative
• 42:07
  indicator
• 42:08
  in
• 42:08
  terms
• 42:08
  of
• 42:08
  like
• 42:09
  we
• 42:09
  could
• 42:09
  say
• 42:09
  cultural
• 42:10
  sentiment
• 42:10
  within
• 42:10
  an
• 42:10
  organization.
• 42:12
  You
• 42:12
  know,
• 42:12
  it's
• 42:12
  like
• 42:12
  we're
• 42:12
  dancing
• 42:13
  delicately
• 42:13
  towards
• 42:14
  you
• 42:14
  know
• 42:14
  like
• 42:14
  the,
• 42:15
  like
• 42:16
  a
• 42:16
  cultural
• 42:16
  credit
• 42:17
  score
• 42:17
  in
• 42:17
  a
• 42:17
  way.
• 42:17
  But
• 42:18
  it's
• 42:18
  not
• 42:18
  to
• 42:18
  be,
• 42:19
  it's
• 42:19
  actually
• 42:19
  to
• 42:19
  say
• 42:20
  well
• 42:20
  we're
• 42:21
  going
• 42:21
  to
• 42:21
  do
• 42:21
  better.
• 42:21
  Productivity
• 42:22
  is
• 42:22
  going
• 42:22
  to
• 42:22
  be
• 42:22
  better.
• 42:22
  Efficiency
• 42:23
  can
• 42:23
  be
• 42:23
  better
• 42:23
  if
• 42:23
  everyone's
• 42:23
  happy.
• 42:24
  So
• 42:25
  like
• 42:25
  it's
• 42:25
  it's.
• 42:26
  I'm
• 42:26
  less
• 42:26
  concerned
• 42:27
  with
• 42:28
  the
• 42:28
  capture
• 42:28
  of
• 42:28
  the
• 42:28
  data,
• 42:29
  more
• 42:29
  concerned
• 42:30
  with
• 42:30
  how
• 42:30
  it
• 42:30
  is
• 42:31
  utilized.
• 42:32
  Right.
• 42:32
  Come
• 42:32
  back
• 42:33
  around
• 42:33
  to
• 42:33
  the
• 42:33
  like
• 42:34
  this
• 42:34
  is,
• 42:34
  I'm,
• 42:34
  I
• 42:35
  am
• 42:35
  hopeful
• 42:35
  and
• 42:36
  looking
• 42:36
  for
• 42:36
  some
• 42:37
  like
• 42:37
  exciting
• 42:38
  leadership
• 42:39
  within.
• 42:40
  I
• 42:41
  know
• 42:41
  there's
• 42:41
  intentional
• 42:42
  meetings
• 42:42
  of
• 42:42
  like
• 42:42
  family
• 42:42
  offices
• 42:43
  and
• 42:43
  PE
• 42:43
  groups
• 42:44
  that
• 42:44
  are
• 42:45
  like
• 42:45
  thinking
• 42:45
  about
• 42:46
  long
• 42:46
  term
• 42:46
  legacy
• 42:47
  right
• 42:47
  now.
• 42:47
  And
• 42:48
  understanding
• 42:49
  and
• 42:49
  thinking
• 42:49
  about
• 42:50
  this
• 42:51
  issue
• 42:52
  is
• 42:52
  going
• 42:52
  to
• 42:52
  be
• 42:52
  fundamental.
• 42:53
  It's
• 42:53
  like
• 42:53
  how
• 42:54
  do
• 42:54
  we
• 42:55
  legislate,
• 42:56
  regulate
• 42:57
  around
• 42:58
  this?
• 42:58
  Because
• 42:58
  we
• 42:59
  can
• 42:59
  create
• 42:59
  a
• 42:59
  data
• 42:59
  cage
• 43:00
  around
• 43:01
  humanity
• 43:01
  or
• 43:02
  we
• 43:02
  can
• 43:02
  create
• 43:02
  like
• 43:03
  a
• 43:03
  data
• 43:03
  rocket
• 43:04
  that
• 43:04
  helps
• 43:04
  us
• 43:04
  level
• 43:04
  up.
• 43:05
  And
• 43:05
  that
• 43:05
  I
• 43:06
  think
• 43:06
  is
• 43:06
  the
• 43:06
  big,
• 43:06
  the
• 43:07
  big
• 43:07
  tension
• 43:07
  point.
• 43:08
  And
• 43:08
  I
• 43:08
  personally
• 43:09
  like
• 43:09
  let's
• 43:09
  build
• 43:10
  the
• 43:10
  rocket.
• 43:10
  I'm
• 43:10
  excited
• 43:11
  for
• 43:11
  the
• 43:11
  future
• 43:11
  that
• 43:12
  we
• 43:12
  could
• 43:12
  build.
• 43:13
  And
• 43:13
  I
• 43:14
  listened
• 43:14
  intentionally
• 43:15
  to
• 43:15
  hear
• 43:15
  who
• 43:15
  are
• 43:15
  the
• 43:15
  people
• 43:15
  who
• 43:16
  are
• 43:16
  trying
• 43:16
  to
• 43:16
  build
• 43:16
  data
• 43:16
  cages.
• 43:17
  And
• 43:17
  I
• 43:17
  do
• 43:17
  think
• 43:18
  that
• 43:18
  the
• 43:18
  best
• 43:18
  employees.
• 43:19
  Well,
• 43:20
  and
• 43:20
  I'm
• 43:20
  going
• 43:20
  to
• 43:20
  be,
• 43:21
  I'll
• 43:21
  be
• 43:21
  a
• 43:21
  little
• 43:21
  bit
• 43:21
  blunt
• 43:22
  on
• 43:22
  this
• 43:22
  one
• 43:22
  just
• 43:22
  for
• 43:22
  fun.
• 43:22
  It's
• 43:22
  like
• 43:23
  I
• 43:23
  don't
• 43:23
  think
• 43:23
  it's
• 43:24
  a
• 43:24
  mistake
• 43:24
  that,
• 43:24
  that,
• 43:25
  that
• 43:25
  there
• 43:25
  are
• 43:25
  a
• 43:25
  lot
• 43:26
  of
• 43:26
  people
• 43:26
  who
• 43:26
  were
• 43:26
  not
• 43:26
  willing
• 43:27
  to
• 43:27
  take
• 43:27
  the
• 43:27
  big
• 43:27
  checks
• 43:27
  from
• 43:28
  Zuckerberg
• 43:28
  to
• 43:28
  go
• 43:28
  work
• 43:28
  with
• 43:29
  him.
• 43:29
  Yeah,
• 43:30
  sorry,
• 43:30
  Mark.
• 43:31
  Cages.
• 43:31
  Cages
• 43:32
  or
• 43:32
  wings,
• 43:32
  which
• 43:33
  do
• 43:33
  you
• 43:33
  prefer?
• 43:33
  Yeah,
• 43:34
  yeah.
• 43:34
  Right.
• 43:35
  So
• 43:36
  I
• 43:36
  just
• 43:36
  think,
• 43:36
  I
• 43:36
  think
• 43:37
  that
• 43:37
  there's
• 43:38
  going
• 43:38
  to
• 43:38
  be
• 43:38
  a
• 43:38
  natural
• 43:40
  moving.
• 43:40
  There's
• 43:41
  still,
• 43:41
  there
• 43:41
  is
• 43:41
  a
• 43:41
  utopic
• 43:42
  passion
• 43:43
  I
• 43:43
  think
• 43:43
  within
• 43:44
  people
• 43:44
  who
• 43:44
  genuinely
• 43:45
  see
• 43:46
  the
• 43:46
  ability
• 43:47
  to
• 43:48
  radically
• 43:49
  augment,
• 43:50
  amplify
• 43:51
  the
• 43:51
  most
• 43:51
  amazing
• 43:52
  aspects
• 43:52
  of
• 43:52
  the
• 43:53
  human
• 43:53
  experience
• 43:54
  through
• 43:54
  this,
• 43:55
  not
• 43:56
  contain
• 43:56
  it
• 43:57
  and
• 43:57
  defunct.
• 43:58
  Yeah.
• 43:58
  I
• 43:58
  mean
• 43:58
  taking
• 43:59
  the
• 43:59
  example
• 43:59
  that
• 43:59
  you
• 43:59
  just
• 44:00
  used,
• 44:00
  I
• 44:00
  mean
• 44:00
  the
• 44:00
  technology
• 44:01
  already
• 44:01
  exists.
• 44:02
  If
• 44:02
  you've
• 44:03
  been
• 44:03
  on
• 44:03
  a
• 44:03
  call
• 44:03
  with
• 44:03
  a
• 44:03
  tool,
• 44:04
  read
• 44:05
  AI,
• 44:05
  it's
• 44:06
  another
• 44:06
  one
• 44:06
  of
• 44:06
  these
• 44:07
  call
• 44:08
  transcription
• 44:09
  services.
• 44:09
  And
• 44:10
  what
• 44:10
  Reid
• 44:10
  does,
• 44:11
  as
• 44:11
  well
• 44:11
  as
• 44:11
  transcribing
• 44:11
  the
• 44:12
  call,
• 44:12
  noting
• 44:12
  the
• 44:12
  actions,
• 44:13
  all
• 44:13
  the
• 44:13
  things
• 44:13
  that
• 44:13
  the
• 44:14
  things
• 44:14
  do
• 44:14
  is
• 44:15
  it
• 44:15
  monitors
• 44:15
  the
• 44:16
  videos
• 44:16
  and
• 44:16
  it
• 44:16
  measures
• 44:17
  engagement,
• 44:18
  it
• 44:18
  measures
• 44:19
  sentiment
• 44:19
  throughout
• 44:19
  the
• 44:20
  call
• 44:20
  and
• 44:21
  various
• 44:22
  other
• 44:22
  things
• 44:22
  like
• 44:22
  that.
• 44:24
  Now
• 44:24
  you
• 44:24
  could
• 44:24
  use
• 44:25
  that
• 44:25
  one
• 44:25
  of
• 44:25
  two
• 44:26
  ways.
• 44:26
  You
• 44:26
  could
• 44:26
  use
• 44:26
  it
• 44:26
  as
• 44:26
  a
• 44:27
  cage
• 44:27
  to
• 44:27
  say,
• 44:27
  hey,
• 44:28
  why
• 44:28
  weren't
• 44:28
  you
• 44:28
  listening
• 44:29
  or
• 44:29
  paying
• 44:29
  attention
• 44:29
  on
• 44:30
  this
• 44:30
  call?
• 44:30
  And
• 44:30
  you
• 44:31
  only
• 44:31
  pay
• 44:31
  79%
• 44:32
  attention
• 44:32
  on
• 44:33
  calls.
• 44:33
  And
• 44:33
  now
• 44:33
  I'm
• 44:33
  going
• 44:33
  to
• 44:34
  use
• 44:34
  that
• 44:34
  against
• 44:34
  you
• 44:34
  in
• 44:34
  your
• 44:34
  performance
• 44:34
  review.
• 44:35
  Or
• 44:36
  you
• 44:36
  could
• 44:36
  use
• 44:36
  it
• 44:36
  the
• 44:36
  other
• 44:37
  way
• 44:37
  is
• 44:38
  in
• 44:38
  terms
• 44:38
  of
• 44:38
  wings,
• 44:39
  like
• 44:39
  you
• 44:40
  and
• 44:40
  I
• 44:40
  both
• 44:40
  know,
• 44:40
  and
• 44:41
  we've
• 44:41
  both
• 44:41
  led
• 44:41
  teams
• 44:41
  and
• 44:41
  organizations
• 44:42
  before,
• 44:43
  like,
• 44:43
  and
• 44:43
  you
• 44:44
  covered
• 44:44
  it
• 44:44
  yourself
• 44:44
  actually
• 44:45
  earlier
• 44:45
  in
• 44:45
  the,
• 44:46
  in
• 44:46
  the
• 44:46
  podcast.
• 44:48
  Leaders
• 44:49
  are
• 44:49
  responsible
• 44:50
  for
• 44:50
  the
• 44:50
  culture.
• 44:51
  Right.
• 44:51
  And
• 44:52
  the
• 44:52
  culture
• 44:53
  of
• 44:53
  an
• 44:53
  organization
• 44:53
  is
• 44:54
  an
• 44:54
  outcome
• 44:55
  of
• 44:56
  the
• 44:56
  leaders
• 44:57
  that
• 44:58
  are
• 44:58
  leading
• 44:58
  it.
• 44:59
  So
• 44:59
  actually
• 45:00
  that
• 45:01
  call
• 45:01
  recording
• 45:02
  could
• 45:02
  be
• 45:02
  used
• 45:02
  to
• 45:03
  say
• 45:03
  how
• 45:03
  well
• 45:03
  are
• 45:04
  we
• 45:04
  doing
• 45:04
  as
• 45:04
  a
• 45:04
  leadership
• 45:05
  team
• 45:05
  in
• 45:05
  terms
• 45:06
  of
• 45:06
  creating
• 45:06
  a
• 45:06
  great
• 45:06
  culture
• 45:07
  that
• 45:08
  people
• 45:08
  love
• 45:08
  here?
• 45:08
  And
• 45:09
  I
• 45:09
  think
• 45:09
  every
• 45:09
  employee
• 45:10
  could
• 45:10
  get
• 45:10
  behind
• 45:10
  that
• 45:11
  if
• 45:11
  that's
• 45:11
  how
• 45:11
  it
• 45:11
  was
• 45:11
  positioned
• 45:12
  and
• 45:12
  framed
• 45:12
  and
• 45:12
  the
• 45:12
  data
• 45:13
  was
• 45:13
  used
• 45:13
  in
• 45:13
  that
• 45:13
  way.
• 45:14
  Compared
• 45:14
  to
• 45:15
  that
• 45:16
  more
• 45:16
  Orwellian
• 45:19
  archetype
• 45:19
  that
• 45:19
  I
• 45:20
  talked
• 45:20
  about
• 45:21
  as
• 45:21
  the
• 45:21
  counter
• 45:21
  example.
• 45:22
  Yeah,
• 45:23
  it's
• 45:23
  actually
• 45:24
  censoring
• 45:24
  empathy.
• 45:24
  And
• 45:25
  that's
• 45:25
  sort
• 45:25
  of
• 45:26
  what
• 45:26
  I've
• 45:26
  been
• 45:26
  saying
• 45:27
  more
• 45:27
  recently
• 45:27
  is,
• 45:28
  you
• 45:28
  know,
• 45:28
  yes,
• 45:28
  we've
• 45:29
  gone
• 45:29
  through
• 45:29
  about
• 45:29
  two
• 45:29
  decades
• 45:30
  of
• 45:30
  black
• 45:30
  Mirror.
• 45:31
  Like
• 45:31
  you
• 45:31
  know,
• 45:31
  the
• 45:32
  phone
• 45:32
  screen
• 45:32
  is.
• 45:33
  Off
• 45:33
  and
• 45:33
  many
• 45:34
  more
• 45:34
  to
• 45:34
  come,
• 45:34
  but
• 45:34
  they're
• 45:35
  right.
• 45:35
  But
• 45:35
  like
• 45:36
  there's
• 45:36
  also
• 45:36
  a
• 45:36
  possibility
• 45:37
  of
• 45:37
  it
• 45:37
  being
• 45:37
  a
• 45:37
  beautifully
• 45:38
  clear
• 45:39
  mirror
• 45:39
  where
• 45:40
  we
• 45:40
  see
• 45:41
  us
• 45:41
  ourselves,
• 45:43
  raw,
• 45:44
  real.
• 45:44
  And
• 45:45
  like
• 45:45
  think
• 45:45
  about
• 45:45
  that,
• 45:45
  like
• 45:46
  honest,
• 45:47
  authentic
• 45:48
  self
• 45:48
  knowledge
• 45:49
  and
• 45:49
  self
• 45:49
  of
• 45:49
  individual
• 45:50
  or
• 45:50
  self
• 45:50
  of
• 45:50
  company.
• 45:51
  Don't
• 45:52
  you
• 45:52
  want
• 45:52
  that
• 45:52
  to
• 45:53
  make
• 45:53
  your
• 45:53
  decisions,
• 45:54
  like
• 45:54
  to
• 45:54
  like
• 45:55
  position
• 45:55
  yourself
• 45:55
  in
• 45:55
  the
• 45:56
  world?
• 45:56
  And
• 45:56
  so
• 45:56
  building
• 45:57
  AI
• 45:57
  systems,
• 45:58
  I
• 45:58
  would,
• 45:58
  the
• 45:59
  language
• 45:59
  I
• 45:59
  use
• 45:59
  is
• 45:59
  like
• 46:00
  augmented
• 46:00
  empathy.
• 46:01
  Like
• 46:01
  use
• 46:02
  that
• 46:02
  to
• 46:03
  build
• 46:03
  trust
• 46:04
  with
• 46:04
  customers,
• 46:05
  use
• 46:05
  that
• 46:05
  to
• 46:05
  build
• 46:06
  retention
• 46:07
  with
• 46:07
  your
• 46:07
  talents.
• 46:08
  Like,
• 46:09
  and
• 46:09
  also
• 46:09
  once
• 46:10
  you
• 46:10
  have
• 46:10
  that,
• 46:10
  if
• 46:10
  we
• 46:11
  get
• 46:11
  this
• 46:11
  right,
• 46:12
  this
• 46:12
  human
• 46:12
  technology
• 46:13
  relations,
• 46:13
  human
• 46:13
  AI
• 46:14
  relationship
• 46:14
  around
• 46:15
  empathy
• 46:15
  and
• 46:15
  self
• 46:15
  actualization,
• 46:17
  that
• 46:17
  actually
• 46:17
  then
• 46:17
  gets
• 46:18
  your
• 46:18
  customers
• 46:18
  or
• 46:19
  your
• 46:19
  employees
• 46:20
  to
• 46:20
  self
• 46:21
  regulate
• 46:21
  better.
• 46:22
  And
• 46:23
  when
• 46:23
  you
• 46:23
  do
• 46:23
  that,
• 46:24
  you've
• 46:24
  actually
• 46:25
  created
• 46:25
  potentially
• 46:26
  a
• 46:26
  more
• 46:26
  consistent,
• 46:27
  buoyant
• 46:28
  emotional
• 46:28
  landscape
• 46:29
  that
• 46:29
  reduces
• 46:29
  churn,
• 46:30
  that
• 46:30
  will
• 46:31
  increase
• 46:31
  people's
• 46:32
  willingness
• 46:32
  to
• 46:32
  pay
• 46:33
  and
• 46:33
  that's
• 46:34
  real
• 46:34
  financial
• 46:34
  impact
• 46:35
  in
• 46:35
  terms
• 46:36
  of
• 46:36
  like
• 46:36
  your
• 46:36
  bottom
• 46:37
  line
• 46:37
  of
• 46:37
  what
• 46:37
  you're
• 46:37
  selling.
• 46:38
  Yeah,
• 46:38
  like,
• 46:38
  and
• 46:38
  then
• 46:39
  value,
• 46:39
  right?
• 46:40
  Yeah,
• 46:40
  yeah.
• 46:40
  Like
• 46:41
  I
• 46:41
  would
• 46:41
  say
• 46:41
  like
• 46:42
  another
• 46:42
  cultural
• 46:43
  space.
• 46:43
  I
• 46:43
  wasn't
• 46:44
  sure
• 46:44
  we'd
• 46:44
  get
• 46:44
  to
• 46:44
  this
• 46:44
  in
• 46:44
  this
• 46:44
  call,
• 46:44
  but
• 46:45
  like
• 46:45
  what
• 46:46
  would
• 46:46
  it
• 46:46
  mean
• 46:46
  to
• 46:46
  build
• 46:46
  empathy
• 46:47
  architecture
• 46:48
  that
• 46:49
  turns
• 46:49
  human
• 46:49
  satisfaction
• 46:50
  into
• 46:50
  recurring
• 46:51
  revenue?
• 46:51
  What
• 46:52
  is,
• 46:52
  what
• 46:52
  would
• 46:52
  it
• 46:52
  mean
• 46:52
  to
• 46:53
  take
• 46:53
  that
• 46:53
  ser
• 46:53
  Seriously?
• 46:54
  Empathy,
• 46:55
  in
• 46:55
  my
• 46:55
  opinion
• 46:55
  is
• 46:55
  not
• 46:56
  soft.
• 46:57
  It's
• 46:57
  actually
• 46:57
  a
• 46:57
  really
• 46:58
  important
• 46:58
  leading
• 46:58
  indic
• 46:59
  indicator
• 47:00
  for
• 47:00
  the
• 47:01
  customers
• 47:02
  lifetime
• 47:03
  value
• 47:03
  with
• 47:03
  a
• 47:03
  company.
• 47:04
  Like
• 47:04
  how
• 47:04
  we
• 47:05
  do
• 47:05
  that
• 47:06
  is
• 47:07
  what
• 47:07
  will
• 47:07
  give
• 47:07
  us
• 47:08
  that
• 47:08
  long
• 47:08
  term
• 47:09
  growth,
• 47:09
  that
• 47:09
  long
• 47:10
  term
• 47:10
  compounding
• 47:10
  year
• 47:11
  on
• 47:11
  year,
• 47:11
  on
• 47:11
  year
• 47:11
  return.
• 47:12
  Yeah,
• 47:12
  absolutely.
• 47:12
  Human
• 47:13
  satisfaction
• 47:14
  is
• 47:14
  always
• 47:14
  a
• 47:14
  thing
• 47:15
  that,
• 47:15
  that
• 47:15
  humans
• 47:15
  are
• 47:16
  going
• 47:16
  to
• 47:16
  reward
• 47:16
  with
• 47:16
  their
• 47:16
  loyalty
• 47:17
  and
• 47:17
  their
• 47:17
  trust
• 47:18
  and
• 47:18
  their
• 47:19
  revenue.
• 47:20
  Right.
• 47:20
  As
• 47:20
  we
• 47:21
  talk
• 47:21
  about
• 47:21
  it,
• 47:21
  there's
• 47:22
  a,
• 47:22
  you
• 47:23
  mentioned
• 47:23
  Black
• 47:23
  Mirror.
• 47:24
  There's
• 47:24
  a
• 47:24
  beautiful
• 47:25
  Emmy
• 47:25
  award
• 47:26
  winning
• 47:26
  episode
• 47:26
  called
• 47:26
  San
• 47:27
  Junipero.
• 47:27
  I
• 47:27
  don't
• 47:27
  know
• 47:28
  if
• 47:28
  you've
• 47:28
  seen
• 47:28
  that
• 47:29
  one.
• 47:29
  Yeah,
• 47:30
  wonderful
• 47:31
  episode.
• 47:31
  Where
• 47:32
  humans
• 47:33
  are
• 47:33
  offered
• 47:33
  satisfaction
• 47:34
  or
• 47:34
  a
• 47:34
  chance
• 47:34
  to
• 47:34
  go
• 47:35
  back
• 47:35
  in
• 47:35
  time
• 47:35
  and
• 47:35
  become
• 47:36
  a
• 47:36
  former
• 47:36
  version
• 47:36
  of
• 47:37
  themselves
• 47:37
  and
• 47:38
  a
• 47:39
  chance
• 47:39
  to
• 47:40
  live
• 47:40
  in
• 47:41
  a
• 47:41
  universe
• 47:41
  that
• 47:41
  they
• 47:41
  used
• 47:42
  to
• 47:42
  occupy
• 47:42
  that
• 47:42
  maybe
• 47:42
  they
• 47:43
  didn't
• 47:43
  make
• 47:43
  the
• 47:43
  most
• 47:43
  of
• 47:43
  before.
• 47:44
  So
• 47:44
  I
• 47:44
  would
• 47:44
  definitely
• 47:44
  recommend
• 47:45
  that
• 47:45
  to
• 47:45
  folks
• 47:46
  listening
• 47:47
  or
• 47:47
  watching
• 47:47
  who
• 47:48
  have
• 47:48
  not,
• 47:48
  who
• 47:48
  have
• 47:48
  not
• 47:49
  seen
• 47:49
  and
• 47:50
  Black
• 47:50
  Mirror.
• 47:50
  Actually
• 47:51
  I
• 47:51
  often
• 47:51
  talk
• 47:52
  to
• 47:52
  people
• 47:52
  about
• 47:52
  this
• 47:53
  is
• 47:53
  a
• 47:53
  really
• 47:53
  interesting
• 47:54
  branding
• 47:54
  example.
• 47:55
  The
• 47:56
  season
• 47:56
  one
• 47:57
  episode
• 47:57
  one
• 47:57
  of
• 47:58
  the
• 47:58
  Black
• 47:58
  Mirror.
• 47:59
  I
• 47:59
  don't
• 47:59
  know
• 47:59
  if
• 47:59
  you
• 47:59
  remember
• 47:59
  that
• 47:59
  one.
• 48:00
  It's
• 48:00
  set
• 48:00
  in
• 48:00
  the
• 48:00
  Ukraine.
• 48:01
  What
• 48:02
  are
• 48:02
  you
• 48:02
  talking
• 48:02
  about?
• 48:03
  It
• 48:04
  involves
• 48:04
  a
• 48:04
  prime
• 48:04
  minister
• 48:05
  and
• 48:05
  a
• 48:05
  pig
• 48:06
  and
• 48:07
  many
• 48:07
  people
• 48:08
  watched.
• 48:08
  And
• 48:08
  when
• 48:09
  I
• 48:09
  mentioned
• 48:09
  Black
• 48:09
  Mirror
• 48:09
  and
• 48:10
  the
• 48:10
  sport
• 48:10
  numerous
• 48:11
  seasons
• 48:11
  of
• 48:11
  beautiful
• 48:12
  stories
• 48:12
  and
• 48:13
  scary
• 48:14
  dystopian
• 48:15
  echoes
• 48:15
  of
• 48:16
  a
• 48:16
  future
• 48:16
  which
• 48:17
  is
• 48:17
  scary
• 48:17
  because
• 48:18
  it
• 48:18
  seems
• 48:18
  entirely
• 48:19
  plausible
• 48:20
  and
• 48:20
  there's
• 48:21
  a
• 48:21
  wonderful
• 48:21
  study
• 48:21
  of
• 48:22
  humanity.
• 48:22
  But
• 48:23
  so
• 48:23
  many
• 48:23
  people
• 48:24
  have
• 48:24
  said,
• 48:24
  oh
• 48:24
  I
• 48:24
  watched
• 48:24
  the
• 48:25
  first
• 48:25
  episode,
• 48:25
  it
• 48:25
  was
• 48:25
  horrendous.
• 48:28
  I'm
• 48:28
  not
• 48:28
  going
• 48:28
  to
• 48:28
  go
• 48:28
  back
• 48:29
  there.
• 48:29
  So
• 48:29
  it
• 48:29
  was
• 48:29
  interesting
• 48:30
  that
• 48:31
  an
• 48:31
  interesting
• 48:31
  example
• 48:31
  of
• 48:32
  trust
• 48:32
  being
• 48:32
  lost
• 48:32
  very
• 48:33
  early
• 48:33
  on
• 48:33
  and
• 48:33
  the
• 48:33
  importance
• 48:34
  as
• 48:34
  you
• 48:34
  said,
• 48:34
  of
• 48:34
  employee
• 48:35
  onboarding
• 48:35
  and
• 48:35
  the
• 48:36
  early
• 48:36
  experiences
• 48:37
  customers
• 48:37
  have
• 48:37
  with
• 48:37
  services
• 48:38
  companies
• 48:40
  being
• 48:41
  so
• 48:41
  critical
• 48:41
  and
• 48:41
  again
• 48:42
  things
• 48:42
  which
• 48:42
  are.
• 48:43
  Things
• 48:43
  which
• 48:43
  are
• 48:43
  hard
• 48:44
  to
• 48:44
  measure.
• 48:44
  And
• 48:44
  if
• 48:44
  you
• 48:44
  go
• 48:45
  to
• 48:45
  any
• 48:45
  company
• 48:46
  and
• 48:46
  you
• 48:46
  and
• 48:46
  I
• 48:47
  both
• 48:47
  do
• 48:47
  this,
• 48:47
  it's
• 48:48
  very
• 48:48
  rare
• 48:48
  to
• 48:48
  find
• 48:48
  one
• 48:49
  that's
• 48:49
  measuring
• 48:50
  how
• 48:50
  effective
• 48:51
  employee
• 48:51
  onboarding
• 48:52
  is,
• 48:53
  how
• 48:53
  effective
• 48:54
  customer
• 48:54
  onboarding
• 48:55
  is.
• 48:55
  Everyone's
• 48:56
  very
• 48:56
  locked
• 48:56
  into
• 48:56
  lifetime
• 48:57
  value
• 48:57
  customer
• 48:57
  acquisition
• 48:58
  costs
• 48:58
  and
• 48:58
  like
• 48:59
  once
• 48:59
  we
• 48:59
  get
• 48:59
  through
• 48:59
  the
• 48:59
  door
• 48:59
  and
• 48:59
  they
• 48:59
  sign
• 49:00
  on
• 49:00
  the
• 49:00
  dotted
• 49:00
  line,
• 49:00
  they
• 49:01
  press
• 49:01
  hand
• 49:01
  their
• 49:01
  credit
• 49:01
  card
• 49:02
  details
• 49:02
  over
• 49:02
  and
• 49:02
  they
• 49:02
  Sign
• 49:02
  up
• 49:03
  for
• 49:03
  $9
• 49:03
  a
• 49:03
  month,
• 49:04
  then
• 49:04
  they're
• 49:04
  locked
• 49:05
  in.
• 49:05
  And
• 49:06
  actually
• 49:06
  those
• 49:07
  moments
• 49:07
  just
• 49:08
  after
• 49:08
  that
• 49:08
  are
• 49:08
  critical
• 49:09
  and
• 49:09
  very
• 49:09
  few
• 49:09
  people
• 49:10
  measure
• 49:10
  them.
• 49:11
  So
• 49:11
  this
• 49:11
  is
• 49:11
  a
• 49:11
  great
• 49:12
  example
• 49:12
  of
• 49:13
  a
• 49:13
  very
• 49:14
  high,
• 49:15
  very
• 49:15
  important
• 49:15
  trust
• 49:16
  moment
• 49:17
  that's
• 49:17
  critical
• 49:18
  to
• 49:18
  the
• 49:18
  lifetime
• 49:18
  value
• 49:18
  of
• 49:18
  the
• 49:19
  customer
• 49:19
  that
• 49:19
  has
• 49:19
  not
• 49:19
  measured
• 49:20
  at
• 49:20
  all
• 49:20
  because
• 49:20
  they've
• 49:20
  already
• 49:21
  pressed
• 49:21
  the
• 49:21
  submit
• 49:21
  button
• 49:22
  five
• 49:22
  seconds
• 49:23
  before
• 49:23
  it.
• 49:23
  So
• 49:23
  therefore
• 49:23
  we
• 49:24
  longer
• 49:24
  care
• 49:24
  more
• 49:24
  off
• 49:25
  to
• 49:25
  get
• 49:25
  the
• 49:25
  next
• 49:25
  one.
• 49:27
  No,
• 49:27
  I'm
• 49:27
  totally
• 49:27
  with
• 49:28
  you.
• 49:28
  It's
• 49:30
  again
• 49:30
  a
• 49:30
  bigger
• 49:30
  way
• 49:31
  I
• 49:31
  would
• 49:31
  sort
• 49:31
  of
• 49:31
  say
• 49:31
  it
• 49:31
  is
• 49:32
  is
• 49:32
  how
• 49:32
  do
• 49:33
  we
• 49:33
  it's
• 49:33
  not
• 49:33
  just
• 49:34
  incorporating
• 49:36
  AI
• 49:36
  and
• 49:37
  technological
• 49:37
  systems
• 49:38
  to
• 49:38
  just
• 49:39
  do
• 49:39
  functional
• 49:40
  things
• 49:40
  though
• 49:41
  that
• 49:41
  will
• 49:41
  do
• 49:42
  those
• 49:42
  things.
• 49:42
  It's
• 49:43
  how
• 49:43
  do
• 49:43
  we
• 49:44
  embrace
• 49:45
  this
• 49:45
  moment
• 49:46
  to
• 49:46
  develop
• 49:46
  a
• 49:47
  new
• 49:47
  way
• 49:47
  of
• 49:48
  thinking
• 49:48
  with
• 49:49
  like
• 49:49
  it's
• 49:50
  a
• 49:50
  combination.
• 49:51
  So
• 49:51
  when
• 49:52
  if
• 49:52
  we
• 49:52
  have
• 49:52
  a
• 49:53
  AI
• 49:53
  and
• 49:54
  we
• 49:54
  there
• 49:55
  there
• 49:55
  are
• 49:55
  some
• 49:55
  AI
• 49:56
  therapy
• 49:56
  platforms
• 49:57
  that
• 49:57
  anecdotally
• 49:58
  have
• 49:58
  quite
• 49:58
  frankly
• 49:59
  saved
• 49:59
  some
• 49:59
  of
• 49:59
  my
• 49:59
  friends
• 50:00
  lives.
• 50:01
  And
• 50:01
  so
• 50:01
  I
• 50:01
  personally
• 50:02
  witnessed
• 50:03
  people
• 50:03
  intentionally
• 50:04
  building
• 50:04
  a
• 50:04
  system
• 50:04
  that's
• 50:04
  actually
• 50:05
  not
• 50:05
  about
• 50:06
  trying
• 50:06
  to
• 50:06
  keep
• 50:07
  people
• 50:07
  attached
• 50:07
  to
• 50:07
  the
• 50:08
  AI
• 50:08
  or
• 50:09
  it's
• 50:09
  about
• 50:09
  that
• 50:09
  it's
• 50:10
  actually
• 50:10
  focusing
• 50:11
  on
• 50:11
  the
• 50:11
  Wellness
• 50:12
  and
• 50:12
  enhancement
• 50:12
  of.
• 50:13
  The
• 50:13
  mental
• 50:14
  health
• 50:14
  and
• 50:14
  well
• 50:14
  being.
• 50:14
  I
• 50:14
  mean
• 50:15
  we're
• 50:15
  the,
• 50:15
  we're
• 50:16
  at
• 50:16
  the
• 50:16
  peak
• 50:16
  of
• 50:17
  probably
• 50:17
  one
• 50:17
  of
• 50:17
  the
• 50:17
  worst
• 50:17
  loneliness
• 50:18
  epidemics
• 50:18
  that's
• 50:19
  ever
• 50:19
  existed.
• 50:19
  Yeah.
• 50:20
  We
• 50:20
  have
• 50:20
  a
• 50:20
  generation
• 50:20
  of
• 50:20
  adults
• 50:21
  and
• 50:22
  emerging
• 50:22
  into
• 50:22
  the
• 50:22
  world
• 50:23
  of
• 50:23
  work
• 50:23
  who
• 50:23
  spent
• 50:24
  the
• 50:24
  college
• 50:25
  years
• 50:25
  locked
• 50:26
  at
• 50:26
  home
• 50:26
  in
• 50:26
  Covid.
• 50:26
  Yeah,
• 50:27
  it's,
• 50:28
  it's,
• 50:28
  yeah.
• 50:29
  And
• 50:29
  there's
• 50:29
  a
• 50:29
  black
• 50:29
  mirror
• 50:29
  dimension
• 50:30
  to
• 50:30
  it
• 50:30
  which
• 50:30
  is
• 50:30
  like,
• 50:31
  oh,
• 50:31
  so
• 50:31
  people
• 50:31
  are
• 50:31
  going
• 50:32
  to
• 50:32
  just
• 50:32
  have
• 50:32
  AI
• 50:33
  relationships
• 50:34
  and
• 50:34
  then
• 50:34
  I
• 50:34
  mean
• 50:35
  again,
• 50:35
  I'm
• 50:35
  sorry,
• 50:35
  dishing
• 50:36
  a
• 50:36
  bit
• 50:36
  again
• 50:36
  on
• 50:37
  meta
• 50:37
  a
• 50:37
  little
• 50:37
  bit.
• 50:37
  But
• 50:37
  like,
• 50:38
  and
• 50:38
  then
• 50:38
  they're
• 50:38
  like,
• 50:39
  yeah,
• 50:39
  that's
• 50:39
  what
• 50:39
  we
• 50:39
  want.
• 50:39
  And
• 50:40
  I'm
• 50:40
  like,
• 50:41
  then
• 50:41
  there's
• 50:42
  other
• 50:42
  apps.
• 50:43
  Clarity
• 50:44
  is
• 50:44
  one
• 50:44
  that
• 50:45
  I
• 50:45
  know
• 50:45
  of
• 50:45
  concretely.
• 50:45
  But
• 50:46
  like
• 50:46
  where
• 50:46
  it's
• 50:47
  like
• 50:47
  their
• 50:48
  intention,
• 50:48
  the
• 50:48
  intention
• 50:49
  is
• 50:49
  that
• 50:49
  we
• 50:49
  are
• 50:50
  available
• 50:50
  to
• 50:50
  you
• 50:50
  24
• 50:51
  hours
• 50:51
  a
• 50:51
  day.
• 50:51
  Like
• 50:51
  no
• 50:52
  therapist
• 50:52
  is
• 50:52
  available
• 50:52
  to
• 50:53
  you
• 50:53
  24
• 50:53
  hours
• 50:53
  a
• 50:53
  day.
• 50:53
  That
• 50:53
  is
• 50:54
  radical
• 50:55
  new
• 50:55
  opportunity
• 50:56
  in
• 50:57
  human
• 50:57
  mental
• 50:57
  health.
• 50:58
  That
• 50:58
  there's
• 50:58
  a
• 50:58
  thing
• 50:58
  that
• 50:59
  could
• 50:59
  be
• 50:59
  there
• 51:00
  to
• 51:00
  reflect
• 51:00
  back
• 51:01
  to
• 51:01
  you
• 51:01
  what
• 51:01
  you're
• 51:01
  hearing,
• 51:02
  what
• 51:02
  you're
• 51:02
  saying
• 51:02
  and
• 51:02
  how
• 51:03
  you're
• 51:03
  feeling
• 51:03
  and
• 51:03
  help
• 51:04
  you
• 51:04
  go
• 51:04
  deeper.
• 51:05
  Like
• 51:05
  just
• 51:05
  think
• 51:05
  about
• 51:05
  it.
• 51:05
  It's
• 51:06
  like
• 51:06
  a
• 51:06
  dynamic
• 51:06
  journal
• 51:07
  that
• 51:07
  asks.
• 51:07
  You
• 51:07
  questions
• 51:08
  and
• 51:08
  if
• 51:08
  the
• 51:08
  trust
• 51:09
  is
• 51:09
  appropriately
• 51:09
  established,
• 51:10
  it
• 51:10
  could
• 51:11
  be
• 51:11
  incredibly
• 51:12
  complementary
• 51:12
  and
• 51:12
  helpful
• 51:13
  to
• 51:13
  a
• 51:13
  real
• 51:14
  life
• 51:14
  human
• 51:14
  therapist
• 51:15
  who's
• 51:15
  working
• 51:15
  with
• 51:15
  that
• 51:15
  data
• 51:16
  or
• 51:16
  alongside
• 51:16
  the
• 51:16
  person.
• 51:17
  Right.
• 51:17
  Yes,
• 51:17
  yes.
• 51:18
  I
• 51:18
  mean
• 51:18
  and
• 51:18
  you
• 51:18
  know,
• 51:18
  coming,
• 51:19
  you
• 51:19
  know,
• 51:19
  cycling
• 51:20
  back
• 51:20
  to
• 51:20
  you
• 51:20
  know,
• 51:20
  corporate
• 51:21
  and
• 51:21
  business
• 51:21
  decisions.
• 51:22
  Like
• 51:22
  if
• 51:23
  you
• 51:23
  get
• 51:23
  that
• 51:23
  type
• 51:23
  of
• 51:24
  relationship
• 51:24
  correct
• 51:25
  with
• 51:25
  your
• 51:26
  whatever
• 51:26
  AI
• 51:26
  systems
• 51:26
  you're
• 51:27
  adopting,
• 51:27
  that
• 51:28
  is
• 51:28
  going
• 51:28
  to
• 51:28
  increase
• 51:30
  the
• 51:30
  velocity
• 51:30
  with
• 51:30
  which
• 51:30
  you
• 51:31
  make
• 51:31
  decisions,
• 51:31
  it's
• 51:31
  going
• 51:32
  to
• 51:32
  increase
• 51:32
  your
• 51:32
  confidence.
• 51:33
  Another
• 51:33
  way
• 51:33
  says
• 51:33
  it
• 51:34
  was
• 51:34
  going
• 51:34
  to
• 51:34
  reduce
• 51:34
  your
• 51:34
  cognitive
• 51:35
  drag.
• 51:35
  Drag.
• 51:36
  You're
• 51:36
  not
• 51:36
  going
• 51:36
  to
• 51:36
  be
• 51:36
  thinking
• 51:37
  as
• 51:37
  intense.
• 51:37
  You're
• 51:37
  not
• 51:37
  going
• 51:38
  to
• 51:38
  have
• 51:38
  to
• 51:38
  reinvent
• 51:39
  the
• 51:39
  like
• 51:40
  empathy
• 51:40
  intellectual
• 51:41
  wheel
• 51:41
  every
• 51:41
  time
• 51:42
  because
• 51:42
  you're
• 51:42
  already
• 51:42
  going
• 51:43
  to
• 51:43
  have
• 51:43
  a
• 51:43
  better
• 51:43
  sense
• 51:44
  of
• 51:44
  your
• 51:44
  self
• 51:44
  knowledge,
• 51:45
  your
• 51:45
  organizational's
• 51:46
  cultural
• 51:46
  knowledge
• 51:47
  and
• 51:47
  then
• 51:47
  you're
• 51:47
  going
• 51:47
  to
• 51:47
  be
• 51:47
  able
• 51:48
  to
• 51:48
  move
• 51:48
  more
• 51:48
  quickly.
• 51:49
  That's
• 51:50
  going
• 51:50
  to
• 51:50
  increase
• 51:50
  your
• 51:50
  valuation,
• 51:50
  that's
• 51:51
  going
• 51:51
  to
• 51:51
  increase,
• 51:51
  it's
• 51:51
  going
• 51:51
  to
• 51:51
  reduce
• 51:52
  your
• 51:52
  costs.
• 51:53
  And
• 51:53
  so
• 51:54
  thinking
• 51:54
  about
• 51:56
  how
• 51:56
  we
• 51:57
  approach
• 51:58
  like
• 52:00
  valuation,
• 52:01
  not
• 52:02
  just
• 52:02
  in
• 52:02
  terms
• 52:02
  of
• 52:03
  like
• 52:03
  the
• 52:03
  old
• 52:03
  school
• 52:04
  traditional
• 52:04
  output
• 52:05
  of
• 52:05
  how
• 52:05
  many
• 52:05
  widgets
• 52:06
  were
• 52:06
  sold,
• 52:06
  but
• 52:07
  actually
• 52:07
  exploring
• 52:08
  it
• 52:08
  also
• 52:08
  as
• 52:09
  a
• 52:09
  space
• 52:09
  where
• 52:09
  we're
• 52:09
  looking
• 52:09
  around
• 52:10
  alignment
• 52:10
  and
• 52:11
  clarity,
• 52:12
  like
• 52:12
  self
• 52:12
  knowledge,
• 52:13
  like
• 52:13
  think
• 52:13
  about
• 52:13
  that.
• 52:13
  Like
• 52:14
  when
• 52:14
  was
• 52:14
  the
• 52:14
  last
• 52:14
  time
• 52:15
  in
• 52:15
  you
• 52:15
  were
• 52:15
  in
• 52:15
  a
• 52:15
  like
• 52:16
  a
• 52:16
  session
• 52:16
  portfolio
• 52:17
  discussion
• 52:18
  and
• 52:18
  you
• 52:19
  were
• 52:19
  like,
• 52:19
  well
• 52:20
  which
• 52:20
  of
• 52:20
  these
• 52:20
  know
• 52:21
  themselves
• 52:21
  better?
• 52:23
  That's
• 52:23
  not
• 52:23
  really
• 52:23
  a
• 52:23
  Question
• 52:23
  I
• 52:24
  hear
• 52:24
  and
• 52:24
  I'm
• 52:24
  actually,
• 52:25
  I
• 52:25
  think
• 52:25
  that's
• 52:25
  the
• 52:26
  most
• 52:26
  important
• 52:26
  question
• 52:27
  like
• 52:27
  do
• 52:27
  they
• 52:27
  know
• 52:27
  what
• 52:28
  they're
• 52:28
  doing?
• 52:28
  Like
• 52:29
  and
• 52:29
  normal
• 52:30
  is
• 52:30
  what
• 52:30
  you
• 52:31
  make.
• 52:31
  It's
• 52:31
  also
• 52:32
  knowing
• 52:32
  yourself
• 52:32
  and
• 52:33
  how
• 52:33
  you
• 52:33
  work.
• 52:34
  And
• 52:34
  so
• 52:34
  I
• 52:34
  would
• 52:35
  just
• 52:35
  put
• 52:35
  out
• 52:35
  there
• 52:35
  that
• 52:35
  I
• 52:35
  do
• 52:35
  think
• 52:36
  we
• 52:36
  have
• 52:36
  an
• 52:36
  opportunity
• 52:38
  in
• 52:38
  this.
• 52:39
  We're
• 52:39
  blowing
• 52:39
  open
• 52:40
  the
• 52:40
  way
• 52:40
  that
• 52:40
  we
• 52:40
  work.
• 52:40
  We're
• 52:41
  blowing
• 52:41
  open
• 52:41
  the
• 52:41
  way
• 52:41
  that
• 52:41
  we
• 52:42
  think,
• 52:42
  the
• 52:42
  way
• 52:42
  that
• 52:42
  we
• 52:43
  process
• 52:43
  emotions
• 52:43
  and
• 52:44
  self
• 52:44
  reflect
• 52:44
  that
• 52:45
  is
• 52:45
  inc.
• 52:45
  That
• 52:46
  that
• 52:46
  could
• 52:46
  turn
• 52:46
  out
• 52:46
  badly.
• 52:47
  It's
• 52:47
  also
• 52:47
  an
• 52:47
  incredible
• 52:47
  opportunity.
• 52:48
  So
• 52:49
  what,
• 52:49
  what
• 52:49
  could,
• 52:50
  how,
• 52:50
  what
• 52:50
  would
• 52:50
  it
• 52:50
  look
• 52:50
  like
• 52:51
  to
• 52:51
  make
• 52:51
  the
• 52:51
  most
• 52:52
  of
• 52:52
  this
• 52:52
  moment
• 52:52
  of
• 52:53
  human
• 52:53
  AI
• 52:53
  partnership
• 52:54
  that
• 52:55
  actually
• 52:55
  helps
• 52:56
  us
• 52:56
  increase
• 52:57
  quality
• 52:57
  of
• 52:57
  life,
• 52:58
  increase
• 52:59
  our
• 52:59
  valuation,
• 53:00
  increase
• 53:01
  customer
• 53:01
  sentiment
• 53:02
  like
• 53:02
  that.
• 53:03
  That
• 53:03
  it's
• 53:03
  so
• 53:04
  it's
• 53:04
  as
• 53:04
  simple
• 53:04
  as
• 53:04
  that
• 53:05
  to
• 53:05
  me.
• 53:06
  I'm
• 53:07
  hopeful,
• 53:07
  I'm
• 53:07
  optimistic.
• 53:08
  Well
• 53:08
  on
• 53:09
  that
• 53:09
  hopeful
• 53:09
  and
• 53:09
  optimistic
• 53:10
  note,
• 53:10
  I'm
• 53:11
  sold.
• 53:11
  I'm
• 53:11
  going
• 53:11
  to
• 53:12
  go
• 53:12
  and
• 53:12
  increase
• 53:12
  all
• 53:13
  the
• 53:13
  things
• 53:14
  as
• 53:14
  you
• 53:14
  talked
• 53:15
  about
• 53:15
  and
• 53:15
  it's
• 53:15
  possible
• 53:15
  to
• 53:16
  frame
• 53:16
  everything
• 53:17
  multiple
• 53:17
  of
• 53:17
  ways.
• 53:18
  So
• 53:19
  we
• 53:19
  should
• 53:19
  commit
• 53:19
  ourselves
• 53:20
  as
• 53:20
  well
• 53:20
  as
• 53:20
  all
• 53:21
  as
• 53:21
  listening
• 53:21
  to
• 53:21
  continue
• 53:22
  to
• 53:22
  live
• 53:22
  glass
• 53:22
  half
• 53:23
  full.
• 53:23
  Right.
• 53:24
  Staring
• 53:24
  down
• 53:24
  your
• 53:24
  own
• 53:24
  weaknesses
• 53:25
  can
• 53:25
  be
• 53:26
  difficult
• 53:26
  from
• 53:27
  an
• 53:27
  ego
• 53:27
  perspective
• 53:28
  and
• 53:29
  it's
• 53:29
  easy
• 53:29
  to
• 53:31
  victim
• 53:31
  yourself
• 53:31
  into
• 53:32
  I
• 53:32
  am
• 53:32
  cursed
• 53:33
  with
• 53:33
  this
• 53:33
  weakness
• 53:33
  forever
• 53:33
  and
• 53:34
  I'm
• 53:34
  inadequate
• 53:35
  or
• 53:35
  whatever
• 53:35
  else
• 53:36
  rather
• 53:36
  than
• 53:37
  what
• 53:37
  we
• 53:38
  should
• 53:38
  do
• 53:38
  of
• 53:38
  like
• 53:38
  here
• 53:39
  is
• 53:39
  an
• 53:39
  opportunity
• 53:39
  which
• 53:40
  if
• 53:40
  I
• 53:40
  address
• 53:40
  this
• 53:41
  weakness
• 53:41
  my
• 53:42
  overall
• 53:42
  impact
• 53:43
  on
• 53:43
  the
• 53:43
  world
• 53:43
  and
• 53:44
  on
• 53:44
  those
• 53:44
  around
• 53:44
  me
• 53:44
  will
• 53:45
  be
• 53:45
  greatly
• 53:45
  increased
• 53:46
  as
• 53:46
  part
• 53:46
  of
• 53:46
  all
• 53:46
  the
• 53:46
  things
• 53:46
  that
• 53:47
  you
• 53:47
  increase.
• 53:47
  So
• 53:48
  I
• 53:48
  thank
• 53:48
  you
• 53:49
  Ian
• 53:49
  for
• 53:49
  increasing
• 53:50
  my
• 53:50
  joy
• 53:51
  and
• 53:52
  my
• 53:52
  impact
• 53:52
  thanks
• 53:53
  to
• 53:53
  meeting.
• 53:54
  I
• 53:54
  thank
• 53:54
  Bawdy
• 53:54
  for
• 53:55
  increasing
• 53:55
  my
• 53:55
  network.
• 53:55
  I'm
• 53:56
  such
• 53:56
  a
• 53:56
  wonderful
• 53:56
  person,
• 53:57
  so
• 53:58
  knowledgeable
• 53:58
  and
• 53:58
  thoughtful
• 53:59
  on
• 54:00
  so
• 54:00
  many
• 54:00
  things
• 54:01
  and
• 54:01
  I'm
• 54:01
  sure
• 54:01
  this
• 54:02
  will
• 54:02
  be
• 54:02
  far
• 54:02
  from
• 54:02
  the
• 54:03
  last
• 54:03
  time
• 54:03
  that
• 54:03
  we
• 54:04
  talk.
• 54:04
  I
• 54:05
  look
• 54:05
  forward
• 54:05
  to
• 54:05
  continue
• 54:05
  our
• 54:06
  connection
• 54:06
  and
• 54:07
  thank
• 54:07
  you
• 54:07
  for
• 54:08
  coming
• 54:08
  on
• 54:08
  being
• 54:08
  such
• 54:09
  a
• 54:09
  marvellous
• 54:09
  guest.
• 54:09
  I
• 54:09
  appreciate
• 54:10
  you
• 54:10
  Ian.
• 54:11
  For
• 54:12
  the
• 54:12
  folks
• 54:13
  who
• 54:13
  are
• 54:14
  interested
• 54:14
  in
• 54:14
  finding
• 54:15
  out
• 54:15
  more
• 54:15
  about
• 54:15
  Ian
• 54:16
  Alden
• 54:16
  Russell
• 54:17
  and
• 54:17
  what
• 54:17
  you're
• 54:18
  up
• 54:18
  to
• 54:18
  and
• 54:18
  where
• 54:18
  to
• 54:18
  find
• 54:19
  you,
• 54:19
  where
• 54:19
  should
• 54:19
  they
• 54:19
  go
• 54:19
  and
• 54:19
  find
• 54:20
  you?
• 54:20
  You
• 54:20
  can
• 54:20
  find
• 54:20
  me
• 54:21
  on
• 54:21
  the
• 54:21
  web
• 54:21
  at
• 54:21
  ian
• 54:22
  alden
• 54:22
  russell.com
• 54:23
  that's
• 54:23
  two
• 54:24
  S's
• 54:24
  and
• 54:24
  two
• 54:24
  L's.
• 54:25
  That's
• 54:25
  my,
• 54:26
  my
• 54:26
  formal
• 54:27
  web
• 54:27
  web
• 54:27
  home
• 54:28
  and
• 54:28
  of
• 54:28
  course
• 54:28
  I,
• 54:28
  you
• 54:28
  know
• 54:29
  I
• 54:29
  spend
• 54:29
  time
• 54:29
  on
• 54:29
  LinkedIn
• 54:29
  and
• 54:30
  Instagram.
• 54:31
  All
• 54:31
  of
• 54:31
  them
• 54:31
  are
• 54:31
  Ian
• 54:31
  Alden
• 54:32
  Russell.
• 54:32
  So
• 54:33
  feel
• 54:33
  free
• 54:33
  to
• 54:33
  reach
• 54:33
  out.
• 54:33
  I'm
• 54:34
  an
• 54:34
  open
• 54:34
  door,
• 54:34
  love
• 54:35
  to
• 54:35
  meet
• 54:35
  new
• 54:35
  people,
• 54:35
  love
• 54:36
  any
• 54:36
  of
• 54:36
  these
• 54:36
  types
• 54:37
  of
• 54:37
  thought
• 54:37
  conversations.
• 54:38
  I
• 54:38
  think
• 54:38
  you
• 54:38
  know
• 54:39
  we
• 54:39
  need
• 54:39
  a
• 54:39
  lot
• 54:39
  of
• 54:40
  really
• 54:40
  big
• 54:40
  ideas
• 54:42
  and
• 54:42
  your
• 54:42
  feelings
• 54:42
  are
• 54:43
  valid.
• 54:43
  Also,
• 54:44
  like
• 54:44
  bring
• 54:44
  the
• 54:44
  big
• 54:45
  feelings.
• 54:45
  I
• 54:45
  feel
• 54:46
  like
• 54:46
  we
• 54:46
  get
• 54:46
  that
• 54:46
  sense
• 54:47
  of
• 54:47
  the
• 54:47
  anxiety,
• 54:48
  the
• 54:48
  fear
• 54:48
  and
• 54:48
  the
• 54:48
  sentiment.
• 54:49
  I
• 54:49
  think
• 54:49
  we
• 54:49
  have
• 54:50
  the
• 54:50
  best
• 54:50
  shot
• 54:50
  of
• 54:50
  actually
• 54:51
  building
• 54:51
  systems
• 54:51
  that
• 54:51
  are
• 54:51
  going
• 54:52
  to
• 54:52
  reassure,
• 54:53
  create
• 54:53
  consistency
• 54:55
  and
• 54:55
  build
• 54:55
  a
• 54:55
  big
• 54:55
  upside
• 54:56
  for
• 54:56
  everybody.
• 54:57
  Thank
• 54:58
  you
• 54:58
  upside
• 54:58
  for
• 54:58
  all.
• 55:01
  Head
• 55:01
  over
• 55:02
  to
• 55:02
  Ian's
• 55:02
  website
• 55:03
  and
• 55:03
  check
• 55:04
  his
• 55:04
  stuff
• 55:04
  out.
• 55:05
  Loads
• 55:05
  of
• 55:05
  really
• 55:05
  good
• 55:06
  stuff
• 55:06
  on
• 55:06
  there,
• 55:06
  but
• 55:06
  not
• 55:07
  least
• 55:07
  an
• 55:07
  incredible
• 55:07
  selection
• 55:08
  of
• 55:09
  portraits
• 55:09
  that
• 55:10
  a
• 55:10
  very
• 55:10
  talented
• 55:11
  photographer
• 55:11
  has
• 55:11
  taken
• 55:12
  of
• 55:12
  you
• 55:12
  as
• 55:12
  well,
• 55:12
  which
• 55:12
  I
• 55:13
  was
• 55:13
  very
• 55:14
  impressed
• 55:14
  with
• 55:14
  as,
• 55:15
  as
• 55:15
  a
• 55:15
  former
• 55:15
  professional
• 55:15
  in
• 55:16
  that
• 55:16
  field
• 55:16
  myself.
• 55:16
  So
• 55:17
  kudos
• 55:17
  to
• 55:17
  whoever's
• 55:18
  on
• 55:18
  the
• 55:18
  other
• 55:18
  end
• 55:18
  of
• 55:19
  that
• 55:19
  lens.
• 55:19
  Stephanie
• 55:20
  Alvarez
• 55:20
  Ewan,
• 55:22
  based
• 55:22
  out
• 55:22
  of
• 55:22
  Pak,
• 55:23
  Rhode
• 55:23
  Island.
• 55:23
  So
• 55:24
  go
• 55:24
  check
• 55:24
  her.
• 55:24
  There
• 55:24
  you
• 55:24
  go.
• 55:25
  Amazing.
• 55:25
  There
• 55:25
  you
• 55:25
  go.
• 55:26
  If
• 55:26
  you
• 55:26
  want
• 55:26
  killer
• 55:26
  corporate
• 55:27
  head
• 55:27
  shots,
• 55:27
  go
• 55:27
  go
• 55:28
  find
• 55:28
  Stephanie.
• 55:29
  Right.
• 55:30
  We
• 55:30
  could
• 55:30
  talk
• 55:31
  all
• 55:31
  afternoon.
• 55:31
  We've
• 55:32
  look
• 55:32
  other
• 55:32
  things
• 55:32
  to
• 55:33
  do.
• 55:33
  I've
• 55:33
  got
• 55:33
  leading
• 55:34
  indicators
• 55:34
  that
• 55:34
  I
• 55:34
  might
• 55:35
  need
• 55:35
  to
• 55:35
  go
• 55:35
  and
• 55:35
  grab
• 55:35
  some
• 55:35
  lunch.
• 55:36
  So
• 55:37
  before
• 55:37
  this
• 55:38
  canary
• 55:38
  in
• 55:39
  the
• 55:39
  call
• 55:39
  line
• 55:39
  falls
• 55:39
  off
• 55:40
  his
• 55:40
  perch,
• 55:40
  I
• 55:40
  will
• 55:40
  thank
• 55:41
  you
• 55:41
  again
• 55:41
  for
• 55:41
  coming
• 55:41
  on
• 55:42
  and
• 55:42
  we're
• 55:42
  wish
• 55:42
  you
• 55:42
  all
• 55:42
  the
• 55:43
  best
• 55:43
  and
• 55:43
  talk
• 55:43
  to
• 55:43
  you
• 55:43
  soon.
• 55:43
  Again,
• 55:44
  thanks
• 55:44
  for
• 55:44
  tuning
• 55:45
  in
• 55:45
  to
• 55:45
  Transformed
• 55:46
  with
• 55:46
  Data.
• 55:47
  If
• 55:47
  today's
• 55:47
  conversation
• 55:48
  gave
• 55:48
  you
• 55:48
  even
• 55:48
  one
• 55:49
  insight,
• 55:49
  one
• 55:49
  aha
• 55:50
  moment,
• 55:50
  or
• 55:50
  one
• 55:51
  new
• 55:51
  idea
• 55:51
  to
• 55:51
  take
• 55:52
  action
• 55:52
  on,
• 55:52
  do
• 55:53
  me
• 55:53
  a
• 55:53
  favor.
• 55:54
  Subscribe,
• 55:54
  leave
• 55:55
  a
• 55:55
  review,
• 55:55
  and
• 55:55
  share
• 55:56
  this
• 55:56
  with
• 55:56
  someone
• 55:56
  who's
• 55:56
  ready
• 55:57
  to
• 55:57
  level
• 55:57
  up.
• 55:58
  Until
• 55:58
  next
• 55:58
  time,
• 55:59
  keep
• 55:59
  asking
• 55:59
  the
• 56:00
  right
• 56:00
  questions,
• 56:00
  keep
• 56:01
  challenging
• 56:01
  the
• 56:01
  status
• 56:02
  quo,
• 56:02
  and
• 56:03
  keep
• 56:03
  transforming
• 56:03
  with
• 56:04
  Data.