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Why Smart People Make Terrible Business Decisions · Private Equity Data Guy

• 0:00
  And
• 0:00
  I
• 0:00
  know
• 0:00
  we've
• 0:01
  done
• 0:01
  this.
• 0:01
  You've
• 0:02
  walked
• 0:02
  away
• 0:02
  from
• 0:03
  customers
• 0:03
  because
• 0:04
  you've
• 0:04
  realized
• 0:06
  they
• 0:06
  weren't
• 0:06
  a
• 0:06
  good
• 0:07
  fit.
• 0:07
  Coaches
• 0:08
  are
• 0:08
  like
• 0:08
  gloves.
• 0:09
  And
• 0:10
  as
• 0:10
  Jimmy
• 0:11
  Cochran
• 0:11
  once
• 0:11
  said,
• 0:12
  if
• 0:13
  the
• 0:13
  glug,
• 0:14
  if
• 0:14
  the
• 0:14
  glove
• 0:15
  don't
• 0:15
  fit,
• 0:16
  you
• 0:16
  must
• 0:16
  equip.
• 0:17
  Did
• 0:17
  it
• 0:17
  make
• 0:17
  sense?
• 0:18
  But
• 0:18
  I
• 0:18
  was
• 0:18
  wired
• 0:19
  that
• 0:19
  way.
• 0:20
  So,
• 0:20
  you
• 0:20
  know,
• 0:20
  at
• 0:20
  the
• 0:20
  end
• 0:20
  of
• 0:21
  my
• 0:21
  thing,
• 0:22
  at
• 0:22
  the
• 0:22
  end
• 0:22
  of
• 0:22
  my
• 0:23
  decision
• 0:23
  making
• 0:24
  basically
• 0:24
  says,
• 0:25
  are
• 0:26
  you
• 0:26
  rebelling
• 0:27
  because
• 0:27
  you're
• 0:27
  a
• 0:27
  child?
• 0:28
  This
• 0:28
  is
• 0:28
  the
• 0:28
  Transformed
• 0:29
  with
• 0:29
  Data
• 0:30
  podcast
• 0:30
  with
• 0:30
  Graham
• 0:30
  Crawford
• 0:31
  of
• 0:31
  Crawford
• 0:31
  macmillan.
• 0:32
  You're
• 0:32
  now
• 0:32
  listening
• 0:33
  to
• 0:33
  the
• 0:33
  only
• 0:33
  podcast
• 0:34
  that
• 0:34
  is
• 0:34
  designed
• 0:35
  from
• 0:35
  the
• 0:35
  ground
• 0:35
  up
• 0:35
  to
• 0:36
  bring
• 0:36
  you
• 0:36
  insights
• 0:36
  and
• 0:37
  stories
• 0:37
  from
• 0:37
  real
• 0:38
  data
• 0:38
  experts.
• 0:39
  You'll
• 0:40
  learn
• 0:40
  how
• 0:40
  to
• 0:40
  use
• 0:40
  the
• 0:40
  power
• 0:40
  of
• 0:41
  data
• 0:41
  to
• 0:41
  take
• 0:41
  your
• 0:42
  business
• 0:42
  to
• 0:42
  the
• 0:42
  next
• 0:42
  level.
• 0:43
  With
• 0:43
  Graham
• 0:44
  and
• 0:44
  his
• 0:44
  guests,
• 0:45
  they're
• 0:45
  also
• 0:45
  going
• 0:45
  to
• 0:46
  show
• 0:46
  you
• 0:46
  how
• 0:46
  the
• 0:46
  data
• 0:46
  is
• 0:47
  often
• 0:47
  the
• 0:47
  gold
• 0:47
  hidden
• 0:48
  in
• 0:48
  plain
• 0:48
  sight
• 0:49
  and
• 0:49
  how
• 0:49
  it
• 0:49
  will
• 0:49
  unblock
• 0:50
  the
• 0:50
  road
• 0:50
  to
• 0:50
  growth
• 0:51
  ahead.
• 0:52
  With
• 0:52
  the
• 0:52
  clarity
• 0:52
  of
• 0:53
  vision
• 0:53
  and
• 0:54
  inspiring
• 0:54
  change
• 0:55
  leadership,
• 0:56
  your
• 0:56
  business
• 0:57
  should
• 0:57
  be
• 0:57
  able
• 0:57
  to
• 0:57
  make
• 0:58
  multi
• 0:58
  million
• 0:58
  dollar
• 0:59
  decisions
• 0:59
  in
• 1:00
  minutes,
• 1:01
  not
• 1:01
  months.
• 1:02
  So
• 1:03
  let's
• 1:03
  get
• 1:03
  started.
• 1:03
  Thanks
• 1:04
  for
• 1:04
  listening.
• 1:05
  Why
• 1:05
  do
• 1:05
  smart
• 1:05
  people
• 1:06
  make
• 1:06
  terrible
• 1:06
  business
• 1:06
  decisions?
• 1:07
  Today's
• 1:08
  guest
• 1:08
  has
• 1:09
  spent
• 1:09
  decades
• 1:09
  watching
• 1:10
  brilliant
• 1:10
  minds
• 1:11
  sabotage
• 1:11
  themselves,
• 1:11
  including
• 1:12
  mine.
• 1:12
  And
• 1:13
  he's
• 1:13
  here
• 1:13
  to
• 1:13
  explain
• 1:14
  why
• 1:14
  data
• 1:14
  isn't
• 1:15
  always
• 1:15
  the
• 1:15
  antidote
• 1:16
  unless
• 1:16
  you
• 1:16
  know
• 1:16
  how
• 1:16
  to
• 1:17
  use
• 1:17
  it
• 1:17
  properly.
• 1:17
  Glenn
• 1:18
  Hellman
• 1:18
  is
• 1:18
  a
• 1:18
  startup
• 1:19
  veteran,
• 1:19
  executive
• 1:19
  coach
• 1:20
  and
• 1:20
  trusted
• 1:20
  advisor
• 1:21
  to
• 1:21
  the
• 1:21
  National
• 1:21
  Science
• 1:22
  Foundation's
• 1:22
  innovation
• 1:23
  programs.
• 1:23
  From
• 1:23
  corporate
• 1:24
  boardrooms
• 1:24
  to
• 1:24
  STEM
• 1:24
  research
• 1:25
  labs,
• 1:25
  he's
• 1:26
  helped
• 1:26
  founders
• 1:26
  and
• 1:26
  scientists
• 1:27
  alike
• 1:27
  translate
• 1:28
  raw
• 1:29
  potential
• 1:29
  into
• 1:30
  real
• 1:30
  companies.
• 1:31
  Glenn,
• 1:31
  hot
• 1:32
  off
• 1:32
  the
• 1:32
  press,
• 1:32
  was
• 1:33
  just
• 1:33
  selected
• 1:33
  as
• 1:33
  a
• 1:34
  top
• 1:34
  executive
• 1:34
  coach
• 1:35
  for
• 1:35
  2026
• 1:36
  by
• 1:36
  Inc.
• 1:36
  Magazine.
• 1:37
  So
• 1:37
  congratulations,
• 1:38
  Glenn.
• 1:39
  But
• 1:39
  what
• 1:40
  sets
• 1:40
  Glenn
• 1:40
  apart
• 1:40
  is
• 1:41
  his
• 1:41
  obsession
• 1:41
  with
• 1:41
  decision
• 1:42
  making
• 1:42
  and
• 1:42
  how
• 1:43
  ego,
• 1:43
  story
• 1:43
  and
• 1:44
  selective
• 1:44
  data
• 1:44
  use
• 1:44
  can
• 1:45
  either
• 1:45
  fuel
• 1:45
  a
• 1:45
  rocket
• 1:46
  ship
• 1:46
  or.
• 1:46
  Or
• 1:46
  crash
• 1:46
  it.
• 1:47
  In
• 1:47
  this
• 1:47
  episode,
• 1:47
  we're
• 1:47
  going
• 1:48
  to
• 1:48
  talk
• 1:48
  about
• 1:48
  why
• 1:48
  intelligence
• 1:49
  often
• 1:49
  works
• 1:50
  against
• 1:50
  you
• 1:50
  as
• 1:50
  a
• 1:50
  founder.
• 1:51
  The
• 1:51
  hidden
• 1:51
  narratives
• 1:52
  that
• 1:52
  warp
• 1:52
  our
• 1:52
  interpretation
• 1:53
  of
• 1:53
  data,
• 1:53
  and
• 1:54
  how
• 1:54
  to
• 1:54
  build
• 1:54
  a
• 1:54
  feedback
• 1:55
  loop
• 1:55
  that
• 1:55
  outperforms
• 1:56
  instinct.
• 1:57
  And
• 1:57
  if
• 1:57
  you've
• 1:57
  ever
• 1:57
  wondered
• 1:58
  why
• 1:58
  logic
• 1:58
  isn't
• 1:58
  enough
• 1:59
  or
• 1:59
  why
• 1:59
  your
• 2:00
  biggest
• 2:00
  risk
• 2:00
  might
• 2:01
  be,
• 2:01
  you,
• 2:02
  stay
• 2:02
  tuned.
• 2:02
  Here's
• 2:03
  Glenn
• 2:03
  Hellman.
• 2:04
  Welcome,
• 2:04
  Glenn.
• 2:05
  I
• 2:05
  appreciate
• 2:05
  the
• 2:06
  opportunity.
• 2:06
  Yeah.
• 2:06
  And
• 2:07
  congratulations
• 2:07
  again
• 2:07
  on
• 2:08
  the,
• 2:08
  on
• 2:08
  the,
• 2:08
  on
• 2:09
  the
• 2:09
  award
• 2:09
  yesterday.
• 2:09
  As
• 2:10
  someone
• 2:10
  who
• 2:10
  benefits
• 2:11
  from
• 2:11
  your
• 2:11
  wonderful
• 2:12
  coaching,
• 2:12
  thoroughly
• 2:13
  well
• 2:13
  deserved.
• 2:13
  It
• 2:14
  surprised
• 2:14
  me,
• 2:14
  but
• 2:15
  it
• 2:15
  was
• 2:15
  one
• 2:15
  of
• 2:15
  those
• 2:16
  good
• 2:16
  surprises.
• 2:16
  Good.
• 2:17
  Is
• 2:17
  there
• 2:17
  a
• 2:17
  ceremony
• 2:18
  or
• 2:18
  a
• 2:19
  certificate
• 2:19
  on
• 2:20
  its
• 2:20
  way?
• 2:20
  Yes,
• 2:21
  there
• 2:21
  is.
• 2:21
  It's
• 2:22
  on
• 2:22
  my
• 2:22
  website
• 2:22
  now.
• 2:23
  It's
• 2:23
  sitting
• 2:24
  there
• 2:24
  on
• 2:24
  the
• 2:24
  front
• 2:24
  page
• 2:24
  of
• 2:25
  my
• 2:25
  website
• 2:25
  so
• 2:25
  it
• 2:26
  doesn't
• 2:26
  get.
• 2:26
  Any
• 2:26
  more
• 2:26
  official
• 2:27
  Than
• 2:27
  that.
• 2:27
  Why
• 2:28
  do
• 2:28
  smart
• 2:28
  people
• 2:29
  make
• 2:29
  bad
• 2:29
  business
• 2:29
  decisions?
• 2:30
  Because
• 2:31
  smart
• 2:32
  people
• 2:33
  have
• 2:34
  incredible
• 2:35
  ability
• 2:35
  to
• 2:35
  gather
• 2:36
  data
• 2:37
  and
• 2:37
  too
• 2:38
  much
• 2:38
  data
• 2:39
  and
• 2:39
  the
• 2:40
  quest
• 2:40
  for
• 2:40
  a
• 2:41
  perfect
• 2:41
  decision
• 2:42
  gets
• 2:43
  in
• 2:43
  the
• 2:43
  way.
• 2:43
  In
• 2:43
  the
• 2:44
  world
• 2:45
  there
• 2:45
  are
• 2:45
  satisfier
• 2:47
  satisfies
• 2:48
  and
• 2:48
  optimizers
• 2:50
  and
• 2:50
  and
• 2:50
  the
• 2:51
  way
• 2:51
  you
• 2:51
  can
• 2:51
  actually
• 2:51
  tell
• 2:52
  that
• 2:52
  them
• 2:53
  apart
• 2:53
  is
• 2:54
  go
• 2:54
  to
• 2:54
  a
• 2:54
  restaurant,
• 2:55
  look
• 2:55
  at
• 2:55
  a
• 2:55
  menu.
• 2:56
  The
• 2:56
  satisfies
• 2:59
  looks
• 2:59
  at
• 2:59
  the
• 2:59
  menu
• 3:00
  for
• 3:00
  20
• 3:00
  seconds
• 3:01
  and
• 3:01
  has
• 3:01
  their
• 3:02
  pick.
• 3:03
  They
• 3:03
  see
• 3:03
  something,
• 3:04
  they
• 3:04
  like
• 3:04
  it.
• 3:05
  That's
• 3:05
  it.
• 3:06
  The
• 3:06
  optimizers
• 3:08
  look
• 3:08
  at
• 3:08
  the
• 3:09
  menu
• 3:09
  and
• 3:09
  say
• 3:09
  I
• 3:10
  like
• 3:10
  that.
• 3:10
  Now
• 3:11
  let
• 3:11
  me
• 3:11
  see
• 3:11
  if
• 3:11
  there's
• 3:12
  something
• 3:12
  I
• 3:12
  like
• 3:12
  better
• 3:13
  and
• 3:14
  let
• 3:14
  me
• 3:14
  see
• 3:14
  if
• 3:14
  there's
• 3:15
  something
• 3:15
  else
• 3:15
  I
• 3:15
  like
• 3:16
  better.
• 3:16
  And
• 3:16
  Those
• 3:17
  people
• 3:17
  take
• 3:17
  20
• 3:18
  minutes
• 3:18
  to
• 3:18
  make
• 3:18
  their
• 3:19
  selection.
• 3:19
  So
• 3:20
  it's
• 3:21
  too
• 3:21
  much
• 3:21
  data
• 3:22
  at
• 3:24
  presented
• 3:24
  to
• 3:24
  you
• 3:24
  at
• 3:25
  too
• 3:25
  much
• 3:25
  time.
• 3:25
  And
• 3:26
  intelligent
• 3:26
  people
• 3:27
  try
• 3:27
  to
• 3:28
  process
• 3:28
  all
• 3:28
  that
• 3:29
  data
• 3:29
  at
• 3:29
  the
• 3:30
  same
• 3:30
  time.
• 3:30
  If
• 3:31
  I
• 3:31
  listed
• 3:31
  10
• 3:32
  cities.
• 3:32
  Yeah.
• 3:33
  And
• 3:33
  ask
• 3:34
  you
• 3:35
  to
• 3:36
  rate
• 3:37
  them
• 3:38
  from
• 3:39
  your
• 3:39
  favorite
• 3:39
  to
• 3:39
  your
• 3:40
  least
• 3:40
  favorite.
• 3:41
  If
• 3:41
  you
• 3:41
  tried
• 3:41
  to
• 3:42
  process
• 3:42
  them
• 3:43
  as
• 3:43
  10
• 3:44
  cities
• 3:46
  you're.
• 3:47
  You're
• 3:47
  gonna
• 3:48
  fail.
• 3:48
  It's
• 3:48
  not
• 3:49
  going
• 3:49
  to
• 3:49
  be
• 3:49
  very
• 3:49
  accurate.
• 3:50
  The
• 3:51
  way
• 3:51
  to
• 3:51
  process
• 3:52
  10
• 3:52
  cities
• 3:53
  as
• 3:53
  your
• 3:53
  favorite
• 3:54
  is
• 3:54
  to
• 3:54
  say
• 3:55
  is
• 3:56
  to
• 3:56
  take
• 3:56
  each
• 3:56
  one
• 3:56
  and
• 3:57
  rate
• 3:57
  it
• 3:57
  against
• 3:57
  the
• 3:57
  other
• 3:58
  and
• 3:58
  put
• 3:58
  a
• 3:58
  check
• 3:59
  mark
• 3:59
  on
• 3:59
  it
• 4:00
  until
• 4:01
  you
• 4:01
  and
• 4:02
  so
• 4:02
  that
• 4:02
  you've
• 4:02
  rated
• 4:03
  each
• 4:03
  one
• 4:03
  against
• 4:03
  the
• 4:04
  other
• 4:05
  which
• 4:05
  scores
• 4:06
  limited
• 4:07
  information,
• 4:08
  not
• 4:08
  too
• 4:08
  much
• 4:09
  data,
• 4:09
  simple
• 4:10
  on
• 4:10
  off
• 4:11
  choices.
• 4:12
  Now
• 4:12
  us
• 4:13
  dumb
• 4:13
  folks,
• 4:14
  we
• 4:14
  naturally
• 4:15
  do
• 4:15
  that
• 4:15
  but
• 4:16
  you
• 4:16
  smart
• 4:16
  folks
• 4:18
  and
• 4:19
  try
• 4:19
  to
• 4:19
  do
• 4:19
  them
• 4:19
  all.
• 4:20
  I
• 4:20
  like
• 4:20
  how
• 4:21
  you
• 4:21
  pre
• 4:21
  categorized
• 4:22
  those
• 4:22
  both
• 4:22
  there
• 4:22
  Glenn.
• 4:23
  I
• 4:24
  and
• 4:24
  I'm
• 4:24
  not
• 4:24
  trying
• 4:25
  to
• 4:25
  claim
• 4:26
  a
• 4:26
  high
• 4:26
  podium
• 4:27
  on
• 4:27
  this,
• 4:27
  but
• 4:27
  I
• 4:28
  have
• 4:28
  certainly
• 4:28
  sat
• 4:28
  in
• 4:28
  restaurants
• 4:29
  before
• 4:29
  and
• 4:30
  literally
• 4:31
  begged
• 4:31
  the
• 4:31
  serving
• 4:31
  staff
• 4:32
  to
• 4:32
  take
• 4:32
  the
• 4:32
  menu
• 4:32
  away
• 4:33
  from
• 4:33
  me.
• 4:34
  Such
• 4:34
  is
• 4:35
  it
• 4:35
  as
• 4:35
  paralyzing
• 4:36
  my
• 4:36
  ability
• 4:36
  to
• 4:37
  decide
• 4:37
  what
• 4:37
  I'm
• 4:38
  going
• 4:38
  to
• 4:38
  eat.
• 4:38
  That
• 4:38
  day
• 4:39
  I
• 4:39
  actually
• 4:39
  saw
• 4:39
  something
• 4:40
  similar
• 4:40
  to
• 4:41
  what
• 4:41
  you
• 4:41
  described
• 4:41
  and
• 4:41
  I
• 4:42
  thought
• 4:42
  it
• 4:42
  was
• 4:42
  interesting
• 4:42
  at
• 4:42
  the
• 4:43
  time
• 4:43
  but
• 4:43
  now
• 4:43
  with
• 4:43
  your
• 4:43
  logic
• 4:44
  behind
• 4:44
  it
• 4:44
  makes
• 4:44
  more
• 4:44
  sense.
• 4:45
  I
• 4:45
  downloaded
• 4:45
  a
• 4:45
  new
• 4:46
  restaurant
• 4:47
  app
• 4:48
  to
• 4:48
  sort
• 4:48
  of
• 4:48
  make
• 4:48
  sure
• 4:48
  metaphors
• 4:49
  analogies
• 4:50
  across
• 4:50
  each
• 4:50
  other
• 4:51
  called
• 4:52
  Belly
• 4:52
  B
• 4:52
  E
• 4:52
  L
• 4:53
  I
• 4:53
  um,
• 4:54
  it
• 4:54
  was
• 4:54
  recommended
• 4:54
  to
• 4:54
  me
• 4:55
  when
• 4:55
  I
• 4:55
  was
• 4:55
  done
• 4:55
  in,
• 4:56
  in
• 4:56
  Miami.
• 4:57
  It
• 4:57
  does
• 4:57
  just
• 4:58
  that.
• 4:58
  So
• 4:59
  everyone
• 4:59
  got
• 4:59
  restaurant
• 5:00
  ratings
• 5:00
  and
• 5:00
  I
• 5:00
  was
• 5:01
  here.
• 5:01
  I
• 5:01
  was
• 5:01
  like
• 5:01
  oh,
• 5:02
  how
• 5:02
  am
• 5:02
  I
• 5:02
  going
• 5:02
  to
• 5:02
  rate
• 5:02
  a
• 5:02
  restaurant?
• 5:03
  But
• 5:03
  instead
• 5:03
  you,
• 5:04
  you,
• 5:04
  when
• 5:05
  you
• 5:05
  go
• 5:05
  it's
• 5:05
  like
• 5:06
  sideways
• 5:06
  thumb,
• 5:07
  up
• 5:07
  thumb
• 5:07
  or
• 5:07
  down
• 5:07
  thumb.
• 5:08
  And
• 5:08
  then
• 5:08
  once
• 5:08
  you've
• 5:08
  done
• 5:08
  that
• 5:09
  it
• 5:09
  says
• 5:09
  do
• 5:09
  you
• 5:09
  like
• 5:10
  it
• 5:10
  more
• 5:10
  or
• 5:10
  less
• 5:10
  than
• 5:11
  this
• 5:11
  place
• 5:11
  that
• 5:11
  you've
• 5:12
  already
• 5:12
  been
• 5:12
  to?
• 5:12
  The
• 5:12
  smarter
• 5:13
  you
• 5:13
  are,
• 5:14
  the
• 5:14
  more
• 5:15
  cerebellum.
• 5:16
  Cerebellum
• 5:17
  focused
• 5:18
  your
• 5:18
  decision
• 5:18
  making
• 5:19
  is
• 5:19
  unfortunately
• 5:20
  Humans
• 5:20
  don't
• 5:21
  make
• 5:21
  decisions
• 5:22
  with
• 5:22
  their
• 5:22
  cerebellums.
• 5:24
  We
• 5:24
  make
• 5:24
  it
• 5:24
  with
• 5:24
  the
• 5:25
  same
• 5:25
  part
• 5:26
  of
• 5:26
  our
• 5:26
  brain
• 5:26
  that
• 5:26
  we
• 5:27
  share
• 5:27
  with
• 5:27
  reptiles.
• 5:28
  Our
• 5:28
  ability
• 5:29
  to
• 5:29
  process
• 5:30
  language
• 5:31
  is
• 5:31
  in
• 5:31
  the
• 5:31
  cerebellum,
• 5:32
  the
• 5:32
  part
• 5:33
  of
• 5:33
  the
• 5:33
  brain
• 5:33
  that
• 5:33
  makes
• 5:34
  decisions.
• 5:34
  The
• 5:34
  reptilian
• 5:35
  brain
• 5:36
  is
• 5:36
  not
• 5:36
  there.
• 5:37
  The
• 5:37
  reptilian
• 5:38
  brain
• 5:38
  is
• 5:39
  a
• 5:39
  simple
• 5:39
  binary
• 5:40
  engine.
• 5:40
  Yes,
• 5:41
  no
• 5:41
  black,
• 5:42
  white,
• 5:42
  no
• 5:42
  grays.
• 5:44
  When
• 5:44
  we're
• 5:45
  really
• 5:45
  intelligent
• 5:46
  and
• 5:46
  we're
• 5:46
  cerebellum
• 5:47
  focused
• 5:48
  on,
• 5:50
  we
• 5:50
  have
• 5:50
  a
• 5:50
  hard
• 5:51
  time
• 5:51
  feeding
• 5:52
  information
• 5:53
  to
• 5:53
  the
• 5:53
  part
• 5:53
  of
• 5:54
  the
• 5:54
  brain
• 5:54
  that
• 5:54
  makes
• 5:55
  a
• 5:55
  decision,
• 5:57
  understanding
• 5:58
  how
• 5:59
  to
• 5:59
  process
• 5:59
  information
• 6:00
  and
• 6:00
  feed
• 6:01
  it
• 6:01
  to
• 6:01
  that
• 6:01
  part
• 6:02
  of
• 6:02
  the
• 6:02
  brain
• 6:02
  that
• 6:02
  is
• 6:03
  more
• 6:03
  simple,
• 6:03
  because
• 6:04
  that
• 6:04
  is
• 6:04
  where
• 6:05
  decisions
• 6:05
  are
• 6:05
  made.
• 6:05
  It's
• 6:05
  our
• 6:06
  job
• 6:06
  to
• 6:06
  simplify
• 6:06
  it
• 6:07
  and
• 6:07
  not
• 6:07
  over
• 6:08
  complicate
• 6:08
  it.
• 6:08
  So
• 6:09
  we
• 6:09
  talked
• 6:09
  about
• 6:09
  the
• 6:09
  mistake
• 6:10
  that
• 6:10
  people
• 6:10
  make,
• 6:10
  overcomplicating,
• 6:11
  you
• 6:11
  know,
• 6:12
  people's
• 6:12
  biological
• 6:12
  or
• 6:13
  preferential
• 6:14
  lean
• 6:14
  towards
• 6:15
  that.
• 6:15
  Like
• 6:16
  how.
• 6:16
  What
• 6:16
  are
• 6:17
  some
• 6:17
  of
• 6:17
  the
• 6:17
  ways
• 6:17
  that
• 6:17
  somebody
• 6:18
  may
• 6:18
  combat
• 6:18
  that
• 6:18
  if
• 6:18
  they
• 6:18
  recognize
• 6:19
  the
• 6:19
  patterns
• 6:19
  that
• 6:20
  you're
• 6:20
  talking
• 6:20
  about
• 6:21
  of
• 6:21
  overcomplicating
• 6:22
  decisions
• 6:23
  of.
• 6:23
  And
• 6:24
  I
• 6:24
  never
• 6:24
  thought
• 6:24
  I'd
• 6:24
  hear
• 6:24
  myself
• 6:25
  say
• 6:25
  this,
• 6:25
  collecting
• 6:25
  too
• 6:26
  much
• 6:26
  data.
• 6:27
  What
• 6:27
  are
• 6:27
  some
• 6:27
  of
• 6:27
  the
• 6:27
  ways
• 6:28
  that
• 6:28
  folks
• 6:28
  can
• 6:29
  combat
• 6:29
  it
• 6:29
  or
• 6:29
  fight
• 6:29
  against
• 6:30
  it?
• 6:30
  It's
• 6:30
  how
• 6:30
  you
• 6:31
  process
• 6:31
  or
• 6:32
  present
• 6:32
  it.
• 6:32
  So
• 6:33
  here's
• 6:33
  another
• 6:33
  thing.
• 6:35
  That
• 6:35
  part
• 6:35
  of
• 6:35
  the
• 6:35
  brain
• 6:36
  that
• 6:36
  makes
• 6:36
  decisions
• 6:38
  has
• 6:38
  no
• 6:38
  capacity
• 6:39
  for
• 6:39
  abstract
• 6:40
  thought.
• 6:40
  Really
• 6:40
  intelligent
• 6:41
  people
• 6:41
  think
• 6:42
  in
• 6:42
  abstractions.
• 6:43
  So
• 6:43
  when
• 6:44
  I'm
• 6:44
  trying
• 6:44
  to
• 6:44
  make
• 6:44
  a
• 6:45
  very
• 6:45
  complex
• 6:45
  decision
• 6:47
  and
• 6:47
  I'm
• 6:47
  doing
• 6:47
  it
• 6:47
  in
• 6:47
  my
• 6:48
  mind,
• 6:48
  it's
• 6:49
  very
• 6:49
  difficult
• 6:49
  to
• 6:50
  do.
• 6:50
  But
• 6:50
  if
• 6:50
  I
• 6:51
  say,
• 6:51
  what
• 6:51
  are
• 6:51
  the
• 6:51
  characteristics
• 6:53
  that
• 6:53
  will
• 6:53
  make
• 6:53
  this
• 6:53
  decision
• 6:54
  good
• 6:54
  for
• 6:54
  me.
• 6:55
  So
• 6:55
  let's
• 6:55
  say
• 6:55
  I'm
• 6:55
  buying
• 6:56
  a
• 6:56
  house,
• 6:56
  for
• 6:56
  instance.
• 6:58
  If
• 6:58
  there
• 6:58
  are
• 6:59
  so
• 6:59
  many
• 6:59
  factors
• 7:00
  in
• 7:00
  what's
• 7:00
  the
• 7:00
  right
• 7:01
  house,
• 7:01
  location,
• 7:02
  neighborhood,
• 7:03
  school,
• 7:03
  district,
• 7:04
  cost,
• 7:04
  all
• 7:05
  those
• 7:05
  other
• 7:05
  things,
• 7:05
  the
• 7:06
  object
• 7:06
  is
• 7:07
  to
• 7:07
  write
• 7:08
  down
• 7:08
  on
• 7:08
  paper
• 7:09
  what
• 7:10
  are
• 7:10
  the
• 7:10
  characteristics
• 7:11
  you're
• 7:11
  using
• 7:11
  to
• 7:12
  choose
• 7:12
  the
• 7:12
  perfect
• 7:13
  house
• 7:14
  and
• 7:14
  then
• 7:15
  weight
• 7:16
  those
• 7:16
  characteristics
• 7:17
  in
• 7:17
  importance
• 7:18
  and
• 7:18
  then
• 7:19
  look
• 7:19
  at
• 7:19
  it
• 7:19
  in
• 7:20
  paper.
• 7:20
  So
• 7:20
  that
• 7:20
  when
• 7:21
  I
• 7:21
  look
• 7:21
  at
• 7:21
  a
• 7:21
  house
• 7:21
  and
• 7:22
  I
• 7:22
  say,
• 7:22
  okay,
• 7:23
  really
• 7:23
  like
• 7:23
  the
• 7:24
  look
• 7:24
  and
• 7:24
  design
• 7:24
  of
• 7:25
  the
• 7:25
  house,
• 7:26
  it's
• 7:26
  right
• 7:27
  in
• 7:27
  my
• 7:27
  budget,
• 7:29
  the
• 7:29
  school
• 7:29
  district
• 7:30
  sucks
• 7:30
  and
• 7:30
  I've
• 7:31
  got
• 7:31
  three
• 7:31
  kids
• 7:32
  and
• 7:32
  I
• 7:33
  write
• 7:33
  down
• 7:33
  and
• 7:34
  do
• 7:34
  a
• 7:34
  score
• 7:35
  for
• 7:35
  that
• 7:35
  when
• 7:35
  I
• 7:36
  see
• 7:36
  it
• 7:36
  on
• 7:36
  paper,
• 7:37
  instead
• 7:37
  of
• 7:38
  trying
• 7:38
  to
• 7:38
  decide
• 7:39
  on
• 7:39
  these
• 7:39
  things
• 7:39
  as
• 7:39
  an
• 7:40
  abstraction,
• 7:41
  I
• 7:41
  can
• 7:41
  come
• 7:41
  to
• 7:42
  decisions
• 7:42
  much
• 7:42
  better.
• 7:43
  But
• 7:43
  the
• 7:43
  first
• 7:43
  thing
• 7:43
  is
• 7:44
  what
• 7:44
  are
• 7:44
  the
• 7:44
  characteristics,
• 7:45
  what
• 7:45
  are
• 7:46
  my
• 7:46
  priorities
• 7:47
  and
• 7:47
  what
• 7:48
  are
• 7:48
  the
• 7:48
  weights
• 7:48
  of
• 7:48
  my
• 7:49
  choices?
• 7:49
  Right,
• 7:50
  yeah,
• 7:50
  that
• 7:50
  makes
• 7:50
  sense.
• 7:51
  I
• 7:51
  love
• 7:51
  these
• 7:51
  real
• 7:51
  life
• 7:52
  examples.
• 7:53
  Easily
• 7:54
  identify
• 7:54
  examples
• 7:55
  we've
• 7:55
  got,
• 7:55
  because
• 7:56
  I
• 7:56
  think
• 7:56
  the
• 7:56
  parallels
• 7:57
  to
• 7:57
  business
• 7:57
  are
• 7:58
  very
• 7:58
  clear
• 7:58
  in
• 7:59
  all
• 7:59
  of
• 7:59
  the
• 7:59
  Things
• 8:00
  that
• 8:00
  we've
• 8:00
  talked
• 8:01
  about.
• 8:02
  I
• 8:02
  just
• 8:03
  want
• 8:03
  to.
• 8:03
  Before
• 8:03
  I
• 8:03
  go
• 8:03
  there,
• 8:03
  I
• 8:04
  want
• 8:04
  to
• 8:04
  share
• 8:04
  an
• 8:04
  alternate
• 8:05
  view
• 8:05
  on
• 8:05
  house
• 8:06
  searching.
• 8:06
  It's
• 8:06
  been
• 8:06
  a
• 8:07
  long
• 8:07
  time
• 8:07
  since
• 8:07
  I
• 8:07
  had
• 8:07
  to
• 8:08
  do
• 8:08
  it
• 8:08
  and
• 8:08
  I
• 8:08
  hope
• 8:08
  it
• 8:08
  remains
• 8:09
  a
• 8:09
  long
• 8:09
  time
• 8:10
  because
• 8:10
  it's
• 8:10
  a
• 8:11
  painful
• 8:11
  process.
• 8:11
  But
• 8:12
  one
• 8:12
  of
• 8:12
  the
• 8:12
  things
• 8:12
  I
• 8:12
  read
• 8:13
  is
• 8:13
  that
• 8:13
  rather
• 8:13
  than
• 8:14
  people,
• 8:14
  very
• 8:14
  often
• 8:15
  even
• 8:15
  people
• 8:15
  who
• 8:16
  are
• 8:16
  effectively
• 8:16
  using
• 8:16
  the
• 8:17
  stress
• 8:17
  that
• 8:17
  you
• 8:17
  describe,
• 8:18
  like
• 8:18
  what
• 8:18
  are
• 8:18
  the
• 8:18
  most
• 8:18
  important
• 8:19
  things
• 8:19
  to
• 8:19
  me,
• 8:19
  very
• 8:19
  often
• 8:20
  have
• 8:20
  a
• 8:20
  similar
• 8:20
  set
• 8:20
  of
• 8:21
  important
• 8:21
  things.
• 8:21
  And
• 8:21
  you
• 8:21
  touched
• 8:22
  on
• 8:22
  a
• 8:22
  few
• 8:22
  of
• 8:22
  them.
• 8:23
  Proximity
• 8:24
  to
• 8:25
  major
• 8:25
  work
• 8:25
  centers,
• 8:26
  quality
• 8:27
  of
• 8:27
  school
• 8:27
  district,
• 8:27
  etc.
• 8:28
  Etc.
• 8:28
  Rather,
• 8:29
  I
• 8:29
  read
• 8:29
  that
• 8:30
  a
• 8:30
  better
• 8:30
  way
• 8:31
  to
• 8:31
  get
• 8:31
  better
• 8:31
  value
• 8:31
  for
• 8:32
  money,
• 8:32
  at
• 8:32
  least,
• 8:33
  is
• 8:33
  to
• 8:33
  list
• 8:33
  the
• 8:34
  top
• 8:34
  three
• 8:34
  things
• 8:35
  about
• 8:35
  a
• 8:35
  house
• 8:36
  that
• 8:36
  you
• 8:36
  would
• 8:36
  be
• 8:36
  okay
• 8:37
  with
• 8:37
  that
• 8:37
  other
• 8:37
  people
• 8:38
  are
• 8:38
  unlikely
• 8:38
  to
• 8:39
  tolerate.
• 8:40
  So
• 8:40
  the
• 8:40
  example
• 8:41
  that
• 8:41
  was
• 8:41
  used
• 8:41
  with
• 8:41
  me
• 8:42
  was
• 8:43
  say
• 8:44
  you
• 8:44
  love
• 8:44
  trains,
• 8:44
  you're
• 8:45
  a
• 8:45
  train
• 8:45
  spotter,
• 8:46
  and
• 8:46
  you
• 8:46
  sleep
• 8:47
  very
• 8:47
  well
• 8:47
  at
• 8:47
  night.
• 8:48
  Then
• 8:48
  actually,
• 8:49
  rather
• 8:49
  than
• 8:49
  seeking
• 8:50
  school
• 8:50
  district
• 8:50
  and
• 8:51
  whatever
• 8:51
  else
• 8:51
  first,
• 8:51
  you
• 8:52
  should
• 8:52
  instead
• 8:52
  seek
• 8:53
  where's
• 8:53
  a
• 8:53
  house
• 8:53
  near
• 8:54
  a
• 8:54
  railway
• 8:54
  line
• 8:54
  that's
• 8:55
  for
• 8:55
  sale?
• 8:55
  Because
• 8:56
  I
• 8:56
  am
• 8:56
  going
• 8:56
  to
• 8:56
  love
• 8:57
  that
• 8:57
  and
• 8:57
  everyone
• 8:57
  else
• 8:58
  almost
• 8:58
  is
• 8:58
  going
• 8:58
  to
• 8:58
  hate
• 8:59
  that.
• 8:59
  So
• 8:59
  therefore
• 9:00
  I'll
• 9:00
  get
• 9:00
  a
• 9:00
  much
• 9:00
  better
• 9:00
  house
• 9:01
  for
• 9:01
  my
• 9:01
  money.
• 9:02
  But
• 9:02
  again,
• 9:02
  it
• 9:02
  brings
• 9:02
  it
• 9:02
  down
• 9:03
  to
• 9:04
  that.
• 9:04
  In
• 9:05
  that
• 9:05
  case,
• 9:05
  that's
• 9:06
  a
• 9:06
  singular
• 9:06
  focus
• 9:06
  on
• 9:06
  how
• 9:07
  do
• 9:07
  I
• 9:07
  get
• 9:07
  maximum
• 9:07
  value
• 9:08
  for
• 9:08
  money,
• 9:08
  which
• 9:08
  may
• 9:08
  not
• 9:08
  be
• 9:09
  important
• 9:09
  to
• 9:09
  all
• 9:09
  house
• 9:09
  buyers,
• 9:10
  right?
• 9:10
  I
• 9:10
  almost
• 9:11
  always
• 9:11
  use
• 9:11
  this
• 9:12
  with
• 9:12
  clients,
• 9:14
  and
• 9:15
  I
• 9:15
  think
• 9:15
  you
• 9:15
  and
• 9:15
  I
• 9:15
  may
• 9:15
  have
• 9:16
  discussed
• 9:16
  it,
• 9:16
  although
• 9:16
  we
• 9:17
  didn't
• 9:17
  create
• 9:17
  a
• 9:17
  rubric
• 9:18
  for
• 9:18
  it.
• 9:18
  But
• 9:19
  understanding
• 9:20
  who
• 9:20
  your
• 9:20
  perfect
• 9:21
  client
• 9:21
  is
• 9:22
  and
• 9:23
  coming
• 9:23
  out
• 9:23
  with
• 9:24
  a
• 9:24
  score
• 9:25
  of
• 9:25
  what's
• 9:25
  a
• 9:25
  bad
• 9:26
  client.
• 9:27
  So
• 9:27
  having
• 9:27
  the
• 9:27
  characteristics
• 9:28
  like
• 9:28
  I
• 9:29
  want
• 9:29
  clients
• 9:29
  who
• 9:29
  are
• 9:30
  very
• 9:30
  similar,
• 9:30
  very
• 9:31
  homogeneous.
• 9:32
  Why?
• 9:32
  Because
• 9:32
  they
• 9:33
  sort
• 9:33
  of.
• 9:33
  Because
• 9:34
  there's
• 9:34
  a
• 9:34
  network
• 9:34
  effect,
• 9:35
  right?
• 9:35
  One
• 9:36
  good
• 9:36
  client,
• 9:36
  they.
• 9:37
  If
• 9:37
  I
• 9:38
  have
• 9:38
  10
• 9:38
  good
• 9:38
  clients
• 9:40
  in
• 9:40
  that
• 9:40
  who
• 9:41
  are
• 9:41
  homogeneous
• 9:42
  in
• 9:42
  the
• 9:42
  same
• 9:42
  play
• 9:43
  in
• 9:43
  the
• 9:43
  same
• 9:43
  sandbox,
• 9:44
  word
• 9:45
  of
• 9:45
  mouth
• 9:45
  resonates
• 9:46
  much
• 9:46
  louder.
• 9:47
  So
• 9:48
  there's
• 9:48
  a
• 9:48
  network
• 9:48
  effect.
• 9:49
  So
• 9:49
  that's
• 9:49
  one
• 9:49
  of
• 9:50
  my
• 9:50
  criteria,
• 9:50
  and
• 9:51
  it's
• 9:51
  high.
• 9:53
  Are
• 9:53
  they
• 9:53
  easy
• 9:54
  to
• 9:54
  work
• 9:54
  with
• 9:55
  or
• 9:55
  are
• 9:55
  they
• 9:55
  really
• 9:56
  difficult?
• 9:57
  You
• 9:57
  know,
• 9:57
  how
• 9:57
  important
• 9:58
  is
• 9:58
  that?
• 9:58
  Am
• 9:58
  I
• 9:59
  taking
• 9:59
  too
• 9:59
  much
• 9:59
  of
• 9:59
  their
• 10:00
  wallet
• 10:00
  share?
• 10:00
  Is
• 10:00
  this
• 10:01
  going
• 10:01
  to
• 10:01
  be
• 10:01
  a
• 10:01
  strain
• 10:01
  for
• 10:02
  them?
• 10:03
  You
• 10:03
  know,
• 10:03
  what
• 10:04
  are
• 10:04
  the
• 10:04
  five
• 10:04
  characteristics
• 10:05
  that
• 10:06
  make
• 10:06
  a
• 10:06
  perfect
• 10:06
  customer?
• 10:08
  How
• 10:08
  important
• 10:09
  are
• 10:09
  they
• 10:09
  and
• 10:09
  what's
• 10:10
  the
• 10:10
  score?
• 10:11
  Because
• 10:11
  I
• 10:11
  believe
• 10:12
  everybody
• 10:13
  does
• 10:13
  business
• 10:13
  with
• 10:14
  people
• 10:14
  they
• 10:14
  shouldn't
• 10:14
  do
• 10:15
  business
• 10:15
  with.
• 10:16
  And
• 10:16
  so
• 10:17
  when
• 10:17
  you
• 10:17
  do
• 10:17
  something
• 10:17
  like
• 10:18
  that,
• 10:18
  when
• 10:18
  you.
• 10:18
  When
• 10:19
  you
• 10:19
  take
• 10:19
  it
• 10:20
  out
• 10:20
  of
• 10:20
  your
• 10:21
  abstract
• 10:21
  mind
• 10:21
  and
• 10:22
  turn
• 10:22
  it
• 10:22
  down
• 10:22
  to
• 10:22
  paper
• 10:23
  and
• 10:23
  look
• 10:23
  at
• 10:23
  it
• 10:24
  rationally
• 10:26
  and
• 10:26
  feed
• 10:26
  it
• 10:27
  so
• 10:28
  In
• 10:28
  a
• 10:28
  form
• 10:29
  that
• 10:29
  your
• 10:29
  reptilian
• 10:30
  brain
• 10:30
  can
• 10:30
  process
• 10:31
  it
• 10:31
  Right.
• 10:32
  Then
• 10:34
  one
• 10:34
  of
• 10:34
  the
• 10:34
  things
• 10:34
  you'll
• 10:35
  find
• 10:35
  out
• 10:35
  or
• 10:35
  be
• 10:35
  able
• 10:36
  to
• 10:36
  do
• 10:36
  then
• 10:36
  is
• 10:36
  say,
• 10:37
  and
• 10:38
  I
• 10:38
  know
• 10:38
  we've
• 10:38
  done
• 10:39
  this,
• 10:39
  you've
• 10:40
  walked
• 10:40
  away
• 10:40
  from
• 10:40
  customers
• 10:41
  because
• 10:41
  you've
• 10:42
  realized
• 10:43
  they
• 10:44
  weren't
• 10:44
  a
• 10:44
  good
• 10:44
  fit.
• 10:46
  Might
• 10:46
  have
• 10:46
  been
• 10:46
  good
• 10:46
  revenue,
• 10:47
  but
• 10:47
  revenue
• 10:47
  wasn't
• 10:48
  the
• 10:48
  top
• 10:49
  element
• 10:51
  in
• 10:51
  your
• 10:51
  decision
• 10:51
  making
• 10:52
  process.
• 10:53
  Yeah,
• 10:53
  I
• 10:54
  totally
• 10:54
  understand
• 10:54
  that.
• 10:55
  And
• 10:55
  to
• 10:55
  be
• 10:56
  clear
• 10:56
  as
• 10:56
  well,
• 10:56
  it's
• 10:56
  helped
• 10:56
  me
• 10:56
  reframe
• 10:57
  it
• 10:57
  as
• 10:59
  someone
• 11:00
  may
• 11:00
  be
• 11:00
  a
• 11:00
  bad
• 11:00
  customer
• 11:01
  for
• 11:01
  me
• 11:01
  or
• 11:01
  for
• 11:01
  whoever
• 11:02
  else,
• 11:02
  that
• 11:02
  doesn't
• 11:03
  make
• 11:03
  them
• 11:03
  bad
• 11:04
  people
• 11:04
  or
• 11:04
  a
• 11:04
  bad
• 11:04
  company.
• 11:05
  It's
• 11:05
  just
• 11:05
  a
• 11:05
  bad
• 11:05
  match.
• 11:06
  Right.
• 11:07
  Between
• 11:08
  one
• 11:08
  thing
• 11:08
  or
• 11:08
  the
• 11:08
  other.
• 11:08
  You
• 11:09
  know
• 11:09
  what?
• 11:09
  I
• 11:09
  am
• 11:09
  a
• 11:10
  absolutely
• 11:11
  fantastic,
• 11:12
  one
• 11:13
  of
• 11:13
  the
• 11:13
  best.
• 11:13
  I
• 11:13
  mean,
• 11:14
  Ink
• 11:14
  magazine
• 11:15
  says
• 11:15
  so.
• 11:16
  So
• 11:16
  I
• 11:16
  heard
• 11:17
  top
• 11:17
  coaches,
• 11:18
  but
• 11:20
  I'm
• 11:21
  not
• 11:21
  the
• 11:21
  best
• 11:21
  coach
• 11:22
  for
• 11:22
  everybody.
• 11:23
  Coaches
• 11:24
  are
• 11:24
  like
• 11:24
  gloves.
• 11:25
  And
• 11:26
  as
• 11:26
  Jimmy
• 11:27
  Cochran
• 11:27
  once
• 11:27
  said,
• 11:28
  if
• 11:29
  the
• 11:29
  glug,
• 11:30
  if
• 11:30
  the
• 11:30
  glove
• 11:31
  don't
• 11:31
  fit,
• 11:32
  you
• 11:32
  must
• 11:32
  acquit.
• 11:33
  So
• 11:33
  you
• 11:33
  got
• 11:33
  to
• 11:34
  try
• 11:34
  a
• 11:34
  coach
• 11:35
  on
• 11:35
  and
• 11:35
  make
• 11:36
  sure
• 11:36
  that
• 11:36
  one,
• 11:37
  you
• 11:38
  know,
• 11:38
  that
• 11:38
  you
• 11:38
  feel
• 11:39
  comfortable
• 11:39
  that
• 11:39
  you
• 11:39
  trust
• 11:40
  them
• 11:41
  and
• 11:41
  that
• 11:41
  you
• 11:42
  believe
• 11:42
  they
• 11:42
  have
• 11:42
  value
• 11:43
  to
• 11:43
  add.
• 11:43
  And
• 11:44
  coaches
• 11:44
  must
• 11:44
  try
• 11:45
  on
• 11:45
  clients
• 11:45
  as
• 11:46
  well.
• 11:46
  Yeah.
• 11:46
  Are
• 11:47
  they
• 11:47
  going
• 11:47
  to
• 11:47
  be
• 11:47
  transparent?
• 11:48
  Are
• 11:48
  they
• 11:48
  willing
• 11:48
  to
• 11:49
  be,
• 11:50
  are
• 11:50
  they
• 11:50
  willing
• 11:51
  to
• 11:51
  actually
• 11:52
  bear
• 11:52
  their
• 11:52
  souls
• 11:54
  and
• 11:54
  be,
• 11:55
  you
• 11:55
  know,
• 11:56
  is
• 11:56
  the
• 11:56
  coach
• 11:56
  going
• 11:57
  to
• 11:57
  be
• 11:57
  judgmental?
• 11:58
  You
• 11:59
  don't
• 11:59
  want
• 11:59
  somebody
• 11:59
  who's
• 11:59
  going
• 11:59
  to
• 12:00
  judge
• 12:00
  you
• 12:01
  because
• 12:01
  you'll
• 12:02
  hold
• 12:02
  back
• 12:02
  a
• 12:03
  lot
• 12:03
  of
• 12:03
  information.
• 12:04
  Are
• 12:04
  you
• 12:04
  willing
• 12:05
  to
• 12:05
  be
• 12:05
  vulnerable?
• 12:07
  That's
• 12:07
  what
• 12:07
  one
• 12:07
  of
• 12:07
  the
• 12:08
  things
• 12:08
  I
• 12:08
  look
• 12:08
  for
• 12:08
  in
• 12:08
  people.
• 12:10
  By
• 12:10
  the
• 12:10
  way,
• 12:10
  I
• 12:10
  have
• 12:10
  a
• 12:10
  three,
• 12:11
  I
• 12:11
  have
• 12:11
  a
• 12:11
  three
• 12:12
  bucket
• 12:12
  system
• 12:13
  for
• 12:13
  looking
• 12:13
  at
• 12:13
  customers.
• 12:15
  Tell
• 12:15
  me
• 12:16
  the
• 12:16
  first
• 12:16
  bucket
• 12:17
  is
• 12:17
  I
• 12:18
  don't
• 12:18
  want
• 12:19
  to
• 12:19
  hire
• 12:19
  folks
• 12:19
  who
• 12:20
  know
• 12:20
  who's
• 12:20
  buried
• 12:21
  in
• 12:21
  the
• 12:21
  tomb
• 12:22
  of
• 12:22
  the
• 12:22
  Unknown
• 12:23
  Soldier.
• 12:24
  Oh,
• 12:25
  there
• 12:25
  are
• 12:25
  people
• 12:25
  who
• 12:26
  know
• 12:26
  who's
• 12:26
  buried
• 12:26
  there.
• 12:27
  That's
• 12:27
  very
• 12:27
  specific.
• 12:28
  I,
• 12:29
  I,
• 12:29
  I
• 12:29
  don't
• 12:29
  know.
• 12:29
  I
• 12:30
  can't
• 12:30
  remember
• 12:30
  being
• 12:30
  tested
• 12:30
  on
• 12:31
  that
• 12:31
  one,
• 12:31
  but
• 12:31
  I
• 12:31
  don't
• 12:32
  know.
• 12:32
  It's
• 12:32
  a
• 12:32
  metaphor.
• 12:33
  People
• 12:33
  who
• 12:33
  know
• 12:34
  everything,
• 12:35
  who
• 12:35
  can't
• 12:35
  learn.
• 12:36
  The
• 12:37
  second
• 12:37
  one
• 12:37
  is
• 12:38
  I
• 12:39
  will
• 12:39
  never
• 12:39
  hire
• 12:39
  somebody
• 12:40
  who
• 12:40
  doesn't
• 12:40
  know
• 12:40
  who's
• 12:41
  buried
• 12:41
  in
• 12:41
  Grant's
• 12:42
  tomb.
• 12:44
  Third
• 12:44
  one
• 12:45
  is
• 12:45
  I
• 12:46
  want
• 12:46
  to
• 12:47
  work
• 12:47
  with
• 12:47
  people
• 12:47
  who
• 12:48
  want
• 12:48
  to
• 12:48
  know
• 12:48
  why
• 12:49
  is.
• 12:50
  Why
• 12:50
  is
• 12:50
  General
• 12:51
  Grant,
• 12:51
  President
• 12:51
  Grant
• 12:52
  buried
• 12:52
  in
• 12:53
  Manhattan
• 12:54
  and
• 12:54
  not
• 12:55
  Arlington
• 12:55
  Cemetery?
• 12:56
  Oh,
• 12:57
  that
• 12:57
  is
• 12:57
  interesting.
• 12:59
  Are
• 12:59
  you
• 12:59
  willing
• 13:00
  to
• 13:00
  spoil
• 13:00
  the
• 13:00
  answer
• 13:01
  for
• 13:01
  me?
• 13:01
  See,
• 13:02
  you
• 13:02
  just
• 13:02
  showed
• 13:03
  me
• 13:03
  why
• 13:03
  you're
• 13:04
  a
• 13:04
  good
• 13:04
  client.
• 13:05
  Curiosity.
• 13:06
  And
• 13:06
  you
• 13:06
  want
• 13:06
  to
• 13:07
  know
• 13:07
  if
• 13:08
  dad
• 13:08
  missed
• 13:08
  that
• 13:08
  question.
• 13:09
  Not
• 13:10
  a
• 13:10
  good
• 13:10
  client.
• 13:10
  Yes.
• 13:11
  So
• 13:12
  at
• 13:12
  the
• 13:12
  time
• 13:12
  he
• 13:13
  died,
• 13:14
  you
• 13:14
  were
• 13:14
  not
• 13:15
  your
• 13:15
  spouse,
• 13:16
  was
• 13:16
  not
• 13:16
  allowed
• 13:16
  to
• 13:16
  be
• 13:17
  buried
• 13:17
  in
• 13:17
  Arlington
• 13:18
  Cemetery
• 13:18
  and
• 13:19
  his
• 13:19
  wife
• 13:19
  wanted
• 13:20
  to
• 13:20
  be
• 13:20
  buried
• 13:20
  with
• 13:20
  him.
• 13:21
  He
• 13:21
  died
• 13:21
  in
• 13:21
  New
• 13:22
  York.
• 13:23
  New
• 13:23
  York
• 13:23
  actually
• 13:24
  offered
• 13:24
  money
• 13:25
  to
• 13:26
  build
• 13:26
  his
• 13:26
  tomb
• 13:27
  and
• 13:27
  that's
• 13:27
  why
• 13:27
  he
• 13:28
  was
• 13:28
  not
• 13:28
  buried
• 13:28
  in
• 13:28
  Arlington
• 13:29
  Cemetery,
• 13:30
  a
• 13:30
  tourist.
• 13:30
  Destination
• 13:31
  for
• 13:31
  someone
• 13:31
  else
• 13:31
  to
• 13:31
  visit.
• 13:32
  It
• 13:32
  makes
• 13:32
  him
• 13:33
  special
• 13:33
  and
• 13:33
  unique
• 13:34
  as
• 13:34
  well.
• 13:34
  There's
• 13:34
  plenty
• 13:35
  of
• 13:35
  people
• 13:35
  buried
• 13:35
  in
• 13:35
  Arlington
• 13:36
  Cemetery
• 13:36
  for
• 13:36
  sure.
• 13:36
  The
• 13:37
  key
• 13:37
  is,
• 13:37
  is
• 13:37
  that
• 13:37
  they
• 13:38
  have
• 13:38
  to.
• 13:38
  I'm
• 13:38
  looking
• 13:38
  for
• 13:39
  people
• 13:39
  who
• 13:39
  are
• 13:39
  curious,
• 13:40
  never
• 13:40
  know
• 13:40
  enough,
• 13:41
  are
• 13:42
  constant
• 13:43
  green
• 13:43
  and
• 13:43
  growing
• 13:44
  learners.
• 13:45
  I've
• 13:45
  got
• 13:45
  a
• 13:46
  good
• 13:46
  segue
• 13:46
  question
• 13:46
  for
• 13:46
  that.
• 13:47
  About.
• 13:47
  About
• 13:48
  learning
• 13:49
  an
• 13:50
  action
• 13:50
  as
• 13:50
  a
• 13:50
  method
• 13:51
  of
• 13:51
  learning.
• 13:51
  So
• 13:53
  how
• 13:53
  do
• 13:53
  you
• 13:54
  coach
• 13:54
  people
• 13:54
  to
• 13:55
  be
• 13:55
  willing
• 13:55
  to
• 13:55
  fail
• 13:56
  faster
• 13:56
  and
• 13:56
  embrace
• 13:57
  it
• 13:57
  in
• 13:57
  fact,
• 13:57
  as
• 13:57
  a
• 13:58
  data
• 13:58
  collection
• 13:58
  exercise
• 13:59
  that
• 13:59
  guides
• 13:59
  the
• 13:59
  right
• 13:59
  path
• 14:01
  without
• 14:02
  kind
• 14:02
  of
• 14:02
  falling
• 14:02
  apart
• 14:03
  in
• 14:03
  a
• 14:03
  world
• 14:03
  of
• 14:04
  failure.
• 14:04
  So
• 14:05
  for
• 14:05
  me,
• 14:05
  it's
• 14:06
  to
• 14:06
  judge
• 14:07
  the
• 14:07
  risk.
• 14:07
  What's
• 14:08
  the
• 14:08
  risk
• 14:08
  of
• 14:08
  failure?
• 14:09
  Very
• 14:09
  intelligent
• 14:10
  people
• 14:10
  who
• 14:11
  have
• 14:11
  gone
• 14:11
  through
• 14:11
  school
• 14:12
  and
• 14:12
  have
• 14:12
  gotten
• 14:13
  straight
• 14:13
  A's
• 14:14
  and
• 14:14
  have
• 14:14
  always
• 14:14
  had
• 14:15
  pats
• 14:15
  on
• 14:15
  the
• 14:15
  back
• 14:16
  are
• 14:16
  very
• 14:16
  afraid
• 14:17
  of
• 14:17
  failure.
• 14:18
  But
• 14:18
  if
• 14:18
  the
• 14:19
  failure
• 14:19
  is
• 14:19
  low
• 14:20
  risk,
• 14:20
  here's
• 14:21
  a
• 14:21
  low
• 14:21
  risk
• 14:21
  failure.
• 14:22
  I
• 14:22
  go
• 14:22
  into
• 14:22
  a
• 14:22
  flight
• 14:23
  simulator
• 14:24
  and
• 14:25
  they
• 14:25
  simulate
• 14:25
  that
• 14:26
  my
• 14:27
  one
• 14:27
  of
• 14:27
  my
• 14:28
  two
• 14:28
  engines
• 14:28
  got
• 14:29
  hit
• 14:29
  by
• 14:29
  lightning
• 14:30
  and
• 14:30
  I've
• 14:30
  lost
• 14:30
  my
• 14:30
  hydraulics.
• 14:32
  That's
• 14:32
  a
• 14:33
  low
• 14:33
  risk
• 14:33
  failure.
• 14:33
  But
• 14:34
  you
• 14:34
  know
• 14:34
  what?
• 14:34
  When
• 14:34
  I
• 14:34
  go
• 14:35
  through
• 14:35
  it
• 14:36
  and
• 14:36
  now
• 14:36
  I'm
• 14:37
  on
• 14:37
  a
• 14:37
  real
• 14:38
  plane
• 14:39
  with
• 14:39
  real
• 14:40
  passengers,
• 14:41
  if
• 14:42
  I
• 14:42
  get
• 14:42
  hit
• 14:42
  with
• 14:42
  lightning,
• 14:43
  I
• 14:43
  have
• 14:43
  the
• 14:43
  muscle
• 14:44
  memory
• 14:46
  of
• 14:46
  what
• 14:46
  to
• 14:47
  do.
• 14:47
  Yeah,
• 14:48
  same
• 14:48
  thing.
• 14:48
  In
• 14:48
  business,
• 14:49
  small
• 14:50
  failures
• 14:50
  are
• 14:51
  learning
• 14:51
  experiences.
• 14:53
  And,
• 14:54
  and
• 14:54
  it's
• 14:55
  like
• 14:55
  working
• 14:55
  in
• 14:55
  a
• 14:55
  simulator.
• 14:56
  You
• 14:56
  won't
• 14:56
  do
• 14:56
  it
• 14:57
  next
• 14:57
  time
• 14:57
  and
• 14:57
  next
• 14:57
  time
• 14:58
  might
• 14:58
  be
• 14:58
  more
• 14:58
  important.
• 14:59
  But
• 15:00
  you
• 15:00
  know,
• 15:00
  you've
• 15:00
  got
• 15:00
  a
• 15:00
  little.
• 15:01
  First
• 15:01
  of
• 15:01
  all,
• 15:01
  you
• 15:01
  got
• 15:02
  to
• 15:02
  be
• 15:02
  willing
• 15:02
  to
• 15:02
  fail.
• 15:02
  If
• 15:03
  you're
• 15:03
  not
• 15:03
  willing
• 15:03
  to
• 15:03
  fail,
• 15:04
  you're
• 15:05
  going
• 15:05
  to
• 15:05
  be
• 15:05
  paralyzed.
• 15:06
  If
• 15:06
  you
• 15:06
  want
• 15:07
  to
• 15:07
  make
• 15:07
  perfect
• 15:08
  decisions,
• 15:10
  you're
• 15:10
  going
• 15:10
  to
• 15:10
  be
• 15:11
  paralyzed.
• 15:12
  You
• 15:12
  know,
• 15:12
  the
• 15:12
  extra
• 15:13
  hours
• 15:14
  to
• 15:14
  take
• 15:14
  an
• 15:14
  80%
• 15:16
  good
• 15:17
  solution
• 15:18
  to
• 15:18
  100%
• 15:19
  is
• 15:20
  not
• 15:20
  worth
• 15:20
  it.
• 15:20
  I
• 15:21
  can
• 15:21
  share
• 15:21
  an
• 15:21
  example
• 15:21
  from
• 15:22
  you
• 15:22
  with
• 15:22
  you
• 15:23
  from
• 15:23
  this
• 15:23
  week
• 15:23
  if
• 15:23
  you
• 15:23
  like.
• 15:23
  Right.
• 15:24
  Which
• 15:24
  I
• 15:24
  think
• 15:25
  meets
• 15:25
  it
• 15:25
  nicely.
• 15:26
  Well,
• 15:27
  you'll
• 15:27
  know
• 15:27
  I've
• 15:27
  been
• 15:27
  messing
• 15:28
  around
• 15:28
  with
• 15:28
  my
• 15:29
  funnel
• 15:30
  landing
• 15:30
  page
• 15:30
  website.
• 15:31
  I've
• 15:31
  been
• 15:31
  working
• 15:31
  on
• 15:31
  it
• 15:32
  for
• 15:32
  a
• 15:32
  week
• 15:32
  or
• 15:32
  so
• 15:32
  and
• 15:33
  feasibly,
• 15:33
  I
• 15:34
  think
• 15:34
  whenever
• 15:34
  I
• 15:34
  started
• 15:34
  the
• 15:35
  business,
• 15:35
  I
• 15:35
  worked
• 15:35
  for
• 15:35
  three
• 15:36
  months
• 15:36
  on
• 15:36
  the
• 15:36
  website
• 15:36
  before
• 15:37
  I
• 15:37
  even
• 15:37
  showed
• 15:37
  it
• 15:37
  to
• 15:37
  anybody.
• 15:38
  But
• 15:38
  this
• 15:38
  time
• 15:38
  instead
• 15:39
  of
• 15:39
  did
• 15:40
  it
• 15:40
  for
• 15:40
  a
• 15:40
  week.
• 15:41
  And
• 15:41
  I'm
• 15:41
  also
• 15:42
  testing
• 15:42
  out
• 15:42
  paid
• 15:43
  ads
• 15:43
  on
• 15:44
  LinkedIn
• 15:44
  for
• 15:44
  the
• 15:44
  first
• 15:44
  time.
• 15:45
  So
• 15:46
  I
• 15:46
  put
• 15:46
  five
• 15:46
  different
• 15:47
  ones
• 15:47
  together,
• 15:49
  only
• 15:49
  one
• 15:49
  week
• 15:50
  old,
• 15:50
  this
• 15:50
  landing
• 15:50
  page.
• 15:50
  And
• 15:51
  I,
• 15:51
  and
• 15:51
  I
• 15:51
  Said
• 15:51
  this
• 15:52
  is
• 15:52
  the
• 15:52
  best
• 15:52
  way
• 15:52
  to
• 15:52
  test
• 15:52
  this
• 15:53
  landing
• 15:53
  page
• 15:53
  is
• 15:53
  with
• 15:54
  traffic.
• 15:55
  And
• 15:56
  interestingly
• 15:56
  as
• 15:57
  of
• 15:57
  this
• 15:57
  morning
• 15:58
  the
• 15:58
  ads
• 15:58
  have
• 15:59
  a
• 15:59
  4%
• 15:59
  click
• 16:00
  through
• 16:00
  rate
• 16:01
  which
• 16:02
  is
• 16:02
  incredible
• 16:02
  for
• 16:02
  a
• 16:03
  First
• 16:03
  kick
• 16:04
  on
• 16:04
  LinkedIn
• 16:05
  paid
• 16:05
  ads.
• 16:06
  LinkedIn
• 16:06
  actually
• 16:06
  say
• 16:07
  themselves
• 16:07
  that
• 16:07
  it
• 16:08
  usually
• 16:08
  takes
• 16:08
  three
• 16:08
  or
• 16:09
  four
• 16:09
  cycles
• 16:09
  before
• 16:10
  their
• 16:10
  insight
• 16:10
  tracking
• 16:10
  kicks
• 16:11
  in
• 16:11
  and
• 16:11
  they
• 16:11
  start
• 16:11
  actually
• 16:11
  serving
• 16:12
  your
• 16:12
  page
• 16:12
  to
• 16:12
  the
• 16:13
  right
• 16:13
  people.
• 16:14
  So
• 16:14
  like
• 16:14
  I
• 16:14
  went
• 16:14
  in
• 16:14
  expecting,
• 16:15
  expecting
• 16:16
  worse
• 16:16
  than
• 16:16
  that,
• 16:16
  but
• 16:17
  how
• 16:17
  many
• 16:17
  people
• 16:17
  filled
• 16:17
  out
• 16:18
  my
• 16:18
  lead
• 16:18
  magnet?
• 16:18
  Zero.
• 16:19
  So
• 16:20
  now
• 16:20
  I
• 16:20
  know
• 16:20
  where
• 16:20
  the
• 16:20
  work
• 16:21
  needs
• 16:21
  to
• 16:21
  go
• 16:21
  in
• 16:21
  and
• 16:21
  I'm
• 16:22
  not
• 16:22
  guessing
• 16:22
  anymore.
• 16:22
  Right.
• 16:23
  So
• 16:23
  just
• 16:24
  a
• 16:24
  little
• 16:24
  aside,
• 16:24
  I
• 16:24
  wonder
• 16:25
  if
• 16:25
  LinkedIn
• 16:25
  tells
• 16:26
  you
• 16:26
  that
• 16:26
  it's
• 16:26
  going
• 16:26
  to
• 16:27
  take
• 16:27
  three
• 16:27
  or
• 16:27
  four
• 16:27
  cycles
• 16:29
  so
• 16:29
  that
• 16:29
  you
• 16:29
  keep
• 16:29
  paying
• 16:30
  for
• 16:30
  three
• 16:30
  or
• 16:30
  four
• 16:30
  cycles
• 16:31
  before
• 16:31
  you
• 16:31
  realize
• 16:32
  you're
• 16:32
  wasting
• 16:32
  money.
• 16:33
  Potentially
• 16:34
  that
• 16:34
  might
• 16:34
  be,
• 16:35
  but
• 16:35
  I'll
• 16:36
  learn
• 16:36
  that
• 16:36
  lesson
• 16:37
  is
• 16:37
  in
• 16:37
  as
• 16:37
  a
• 16:37
  controlled
• 16:38
  and
• 16:39
  efficient
• 16:39
  way
• 16:39
  as
• 16:39
  possible.
• 16:40
  I
• 16:40
  mean
• 16:40
  I'm
• 16:40
  a
• 16:40
  skeptic,
• 16:41
  so.
• 16:42
  Well,
• 16:43
  right
• 16:43
  now
• 16:43
  I
• 16:43
  am
• 16:43
  too
• 16:44
  and
• 16:44
  I
• 16:44
  have
• 16:44
  data
• 16:44
  to
• 16:44
  back
• 16:45
  it
• 16:45
  up.
• 16:46
  Good.
• 16:47
  I
• 16:47
  have
• 16:47
  data
• 16:47
  to
• 16:47
  back
• 16:47
  it
• 16:48
  up.
• 16:48
  But
• 16:48
  that's
• 16:49
  the
• 16:49
  point,
• 16:49
  the
• 16:49
  action.
• 16:50
  So
• 16:50
  the
• 16:50
  two
• 16:51
  frameworks
• 16:51
  that
• 16:52
  I
• 16:52
  want
• 16:52
  to.
• 16:53
  I'll
• 16:53
  return
• 16:53
  to
• 16:53
  the
• 16:54
  action
• 16:54
  one,
• 16:54
  but
• 16:54
  the
• 16:54
  first
• 16:55
  one
• 16:55
  actually
• 16:56
  came
• 16:56
  to
• 16:56
  mind
• 16:57
  when
• 16:57
  I
• 16:57
  was
• 16:57
  talking
• 16:58
  to
• 16:58
  you
• 16:58
  about
• 16:59
  you
• 16:59
  before.
• 16:59
  And
• 16:59
  it's
• 16:59
  one
• 17:00
  I
• 17:00
  got
• 17:00
  from
• 17:01
  a
• 17:01
  mutual
• 17:02
  Internet
• 17:02
  colleague,
• 17:02
  Alex
• 17:02
  Homozy
• 17:03
  the
• 17:03
  other
• 17:03
  week.
• 17:03
  And
• 17:03
  his
• 17:04
  thing
• 17:04
  is
• 17:04
  focus.
• 17:04
  Like
• 17:05
  what's
• 17:05
  most
• 17:05
  important
• 17:05
  to
• 17:06
  you?
• 17:06
  So
• 17:07
  similar
• 17:07
  to
• 17:07
  what
• 17:07
  you
• 17:07
  were
• 17:08
  talking
• 17:08
  about
• 17:08
  before
• 17:09
  in
• 17:09
  my
• 17:09
  business,
• 17:09
  what
• 17:10
  is
• 17:10
  the
• 17:10
  single,
• 17:10
  the
• 17:11
  single
• 17:11
  most
• 17:12
  important
• 17:12
  thing
• 17:13
  I
• 17:13
  can
• 17:13
  be
• 17:13
  doing?
• 17:13
  So
• 17:14
  in
• 17:14
  my
• 17:14
  case,
• 17:14
  lead
• 17:14
  generation.
• 17:15
  Right.
• 17:15
  So
• 17:16
  two
• 17:16
  frames,
• 17:16
  number
• 17:16
  one,
• 17:17
  anything
• 17:17
  that's
• 17:18
  not
• 17:18
  lead
• 17:18
  generation
• 17:18
  is
• 17:19
  opportunity
• 17:19
  cost,
• 17:21
  which
• 17:21
  I
• 17:21
  think
• 17:22
  is
• 17:22
  a
• 17:22
  really
• 17:22
  valid
• 17:23
  frame
• 17:23
  to
• 17:23
  look
• 17:23
  at
• 17:23
  it
• 17:24
  from.
• 17:24
  And
• 17:25
  number
• 17:25
  two,
• 17:25
  which
• 17:25
  is,
• 17:26
  which
• 17:26
  is
• 17:26
  an
• 17:26
  even
• 17:26
  more
• 17:27
  powerful
• 17:27
  frame.
• 17:27
  Before
• 17:28
  you
• 17:28
  take
• 17:28
  any
• 17:28
  action,
• 17:29
  even
• 17:29
  if
• 17:29
  it's
• 17:29
  spend
• 17:30
  15
• 17:30
  minutes,
• 17:30
  even
• 17:30
  if
• 17:30
  it's
• 17:31
  spend
• 17:31
  an
• 17:31
  hour,
• 17:32
  you
• 17:32
  ask
• 17:32
  yourself,
• 17:34
  does
• 17:34
  this
• 17:34
  action,
• 17:35
  this
• 17:35
  single
• 17:35
  thing
• 17:35
  that
• 17:36
  is
• 17:36
  most
• 17:36
  important
• 17:36
  to
• 17:36
  me,
• 17:37
  does
• 17:37
  this
• 17:38
  action
• 17:38
  increase
• 17:38
  the
• 17:39
  move
• 17:39
  me
• 17:40
  towards
• 17:40
  it
• 17:41
  or
• 17:41
  not?
• 17:41
  And
• 17:41
  if
• 17:42
  the
• 17:42
  answer
• 17:42
  is
• 17:42
  the
• 17:42
  second,
• 17:43
  then
• 17:43
  I'm
• 17:43
  not
• 17:43
  going
• 17:44
  to
• 17:44
  do
• 17:44
  it.
• 17:46
  That's
• 17:47
  very
• 17:47
  kind
• 17:47
  of
• 17:47
  laser
• 17:48
  targeted
• 17:49
  bullseye
• 17:49
  focus.
• 17:50
  But
• 17:51
  you
• 17:51
  know,
• 17:51
  when
• 17:51
  your
• 17:52
  business
• 17:52
  has
• 17:53
  something
• 17:53
  fundamental
• 17:53
  that
• 17:53
  you
• 17:54
  need
• 17:54
  to
• 17:54
  work
• 17:54
  on
• 17:54
  in
• 17:54
  order
• 17:54
  to
• 17:54
  continue
• 17:55
  to
• 17:55
  scale
• 17:55
  it,
• 17:55
  then
• 17:56
  I
• 17:56
  guess
• 17:56
  that
• 17:56
  approach
• 17:57
  makes
• 17:57
  sense.
• 17:57
  Right?
• 17:58
  Yeah.
• 17:58
  So
• 17:58
  I
• 17:58
  was
• 17:58
  working
• 17:59
  with
• 17:59
  a
• 17:59
  client
• 18:00
  yesterday
• 18:00
  actually
• 18:01
  and
• 18:01
  one
• 18:02
  of
• 18:02
  the
• 18:02
  things
• 18:02
  we
• 18:02
  were
• 18:03
  working
• 18:03
  on
• 18:03
  was
• 18:04
  how
• 18:04
  he
• 18:04
  makes
• 18:05
  decisions.
• 18:06
  And
• 18:08
  one
• 18:08
  of
• 18:08
  the
• 18:08
  things
• 18:09
  I
• 18:09
  landed
• 18:09
  on
• 18:10
  is
• 18:10
  this
• 18:11
  is
• 18:11
  a
• 18:12
  trap
• 18:12
  that
• 18:13
  all
• 18:13
  of
• 18:13
  us
• 18:13
  fall
• 18:13
  into.
• 18:14
  No
• 18:14
  matter
• 18:14
  how
• 18:15
  intelligent
• 18:15
  we
• 18:15
  are,
• 18:17
  we,
• 18:18
  we
• 18:18
  have
• 18:18
  certain
• 18:19
  self
• 18:20
  limiting
• 18:20
  beliefs
• 18:21
  that
• 18:21
  get
• 18:21
  wired
• 18:22
  into
• 18:22
  us
• 18:22
  when
• 18:23
  we're
• 18:23
  in
• 18:23
  third
• 18:23
  grade
• 18:23
  or
• 18:24
  fourth
• 18:24
  grade.
• 18:25
  It's
• 18:25
  how
• 18:25
  we
• 18:25
  deal
• 18:26
  with
• 18:27
  who
• 18:27
  we
• 18:27
  are
• 18:28
  as
• 18:28
  children.
• 18:28
  So
• 18:29
  for
• 18:29
  instance,
• 18:30
  very
• 18:30
  smart
• 18:31
  kid
• 18:32
  is
• 18:33
  always
• 18:34
  looking
• 18:34
  to
• 18:35
  get
• 18:35
  patted
• 18:35
  on
• 18:36
  the
• 18:36
  back
• 18:36
  and
• 18:36
  always
• 18:36
  be
• 18:37
  seen
• 18:37
  as
• 18:38
  the
• 18:38
  perfect
• 18:38
  child
• 18:40
  when
• 18:40
  we
• 18:41
  grow
• 18:41
  up,
• 18:42
  being
• 18:43
  the
• 18:43
  perfect
• 18:43
  child
• 18:44
  doesn't
• 18:44
  serve
• 18:45
  us
• 18:45
  well.
• 18:45
  Right.
• 18:46
  One
• 18:47
  of
• 18:47
  the
• 18:47
  things
• 18:47
  that
• 18:47
  we
• 18:48
  should
• 18:48
  all
• 18:48
  do
• 18:49
  is
• 18:50
  figure
• 18:50
  out
• 18:50
  what
• 18:51
  are
• 18:51
  our
• 18:51
  self
• 18:52
  limiting
• 18:52
  beliefs,
• 18:53
  these
• 18:53
  hardwired
• 18:55
  behaviors
• 18:56
  that
• 18:56
  served
• 18:56
  us
• 18:56
  well
• 18:57
  when
• 18:57
  we
• 18:57
  were
• 18:57
  in
• 18:57
  third
• 18:58
  grade,
• 18:58
  seeking
• 18:59
  acceptance
• 19:00
  and
• 19:00
  kudos
• 19:01
  for
• 19:01
  being
• 19:01
  perfect.
• 19:01
  For
• 19:02
  instance,
• 19:02
  what
• 19:03
  are
• 19:03
  those
• 19:03
  hardwired
• 19:05
  actions
• 19:06
  that
• 19:06
  don't
• 19:06
  serve
• 19:06
  us
• 19:07
  as
• 19:07
  well
• 19:07
  today?
• 19:08
  So
• 19:09
  really
• 19:09
  smart
• 19:10
  people
• 19:10
  who
• 19:10
  have
• 19:10
  always
• 19:11
  been
• 19:12
  applauded
• 19:14
  for
• 19:14
  their
• 19:14
  perfect
• 19:15
  execution
• 19:16
  and
• 19:17
  that
• 19:17
  makes
• 19:17
  them
• 19:17
  feel
• 19:17
  good.
• 19:18
  It's
• 19:18
  very
• 19:19
  hard
• 19:19
  for
• 19:19
  them
• 19:19
  to
• 19:20
  say,
• 19:20
  I
• 19:20
  don't
• 19:20
  need
• 19:21
  to
• 19:21
  be
• 19:21
  perfect
• 19:21
  in
• 19:21
  this.
• 19:22
  I
• 19:23
  don't
• 19:23
  need
• 19:23
  that
• 19:23
  kind
• 19:24
  of
• 19:24
  applause.
• 19:24
  So
• 19:25
  one
• 19:25
  of
• 19:26
  the
• 19:26
  things
• 19:26
  I
• 19:26
  asked
• 19:26
  that
• 19:27
  person
• 19:27
  to
• 19:27
  do
• 19:28
  is
• 19:29
  right
• 19:29
  on
• 19:29
  the
• 19:29
  bottom
• 19:30
  of
• 19:30
  how
• 19:30
  you
• 19:30
  make
• 19:31
  decisions.
• 19:32
  Am
• 19:32
  I
• 19:33
  being
• 19:33
  my
• 19:33
  third
• 19:33
  grade
• 19:34
  self?
• 19:36
  So
• 19:37
  at
• 19:37
  the
• 19:37
  end
• 19:37
  saying,
• 19:38
  am
• 19:38
  I,
• 19:38
  am
• 19:39
  I,
• 19:39
  am
• 19:40
  I
• 19:40
  looking
• 19:40
  for
• 19:41
  perfection?
• 19:42
  That
• 19:43
  doesn't
• 19:43
  serve
• 19:43
  me
• 19:43
  well.
• 19:44
  Now.
• 19:44
  My
• 19:44
  parents
• 19:45
  were
• 19:45
  very
• 19:45
  controlling
• 19:46
  and
• 19:46
  I
• 19:46
  rebelled.
• 19:47
  So
• 19:47
  every
• 19:47
  time
• 19:48
  they
• 19:48
  tried
• 19:48
  to
• 19:48
  control
• 19:48
  me,
• 19:50
  I
• 19:50
  would
• 19:50
  try
• 19:50
  to
• 19:51
  make
• 19:51
  it
• 19:51
  painful
• 19:51
  for
• 19:52
  them.
• 19:52
  Didn't
• 19:53
  serve
• 19:53
  me
• 19:53
  well.
• 19:53
  In
• 19:53
  my
• 19:54
  early
• 19:54
  career,
• 19:54
  I
• 19:55
  had
• 19:55
  to
• 19:55
  really
• 19:55
  figure
• 19:56
  out
• 19:56
  why
• 19:57
  do
• 19:57
  I
• 19:57
  rebel
• 19:58
  against
• 19:58
  management?
• 19:59
  Right.
• 19:59
  It
• 20:00
  didn't
• 20:01
  make
• 20:01
  sense,
• 20:01
  but
• 20:01
  I
• 20:01
  was
• 20:02
  wired
• 20:02
  that
• 20:02
  way.
• 20:03
  So,
• 20:03
  you
• 20:03
  know,
• 20:03
  at
• 20:04
  the
• 20:04
  end
• 20:04
  of
• 20:04
  my
• 20:04
  thing,
• 20:05
  at
• 20:05
  the
• 20:05
  end
• 20:05
  of
• 20:06
  my
• 20:06
  decision
• 20:06
  making,
• 20:07
  Tracy
• 20:07
  says,
• 20:09
  are
• 20:09
  you
• 20:09
  rebelling
• 20:10
  because
• 20:10
  you're
• 20:11
  a
• 20:11
  child.
• 20:14
  And
• 20:14
  you
• 20:14
  could
• 20:14
  never
• 20:14
  stop
• 20:14
  rebelling
• 20:15
  so
• 20:15
  you
• 20:15
  started
• 20:15
  your
• 20:16
  own
• 20:16
  company.
• 20:16
  Is
• 20:16
  that
• 20:16
  a
• 20:16
  story?
• 20:19
  And
• 20:19
  I
• 20:19
  still
• 20:20
  don't
• 20:20
  like
• 20:20
  my
• 20:20
  boss.
• 20:22
  Oh,
• 20:23
  I
• 20:23
  don't
• 20:23
  blame
• 20:23
  you.
• 20:23
  I
• 20:23
  don't
• 20:24
  blame
• 20:24
  you
• 20:24
  at
• 20:24
  all.
• 20:25
  Yeah.
• 20:26
  There's
• 20:26
  another
• 20:26
  frame
• 20:26
  I've
• 20:27
  heard
• 20:27
  around
• 20:27
  school
• 20:27
  and
• 20:28
  that's
• 20:28
  going
• 20:28
  back
• 20:28
  to
• 20:29
  your
• 20:29
  curiosity
• 20:29
  point.
• 20:30
  That
• 20:30
  in
• 20:30
  school,
• 20:31
  like,
• 20:32
  it's
• 20:32
  very
• 20:32
  much
• 20:33
  in
• 20:33
  your
• 20:33
  interest
• 20:33
  to
• 20:34
  listen
• 20:34
  very
• 20:35
  intently
• 20:35
  to
• 20:35
  what
• 20:35
  you're
• 20:36
  being
• 20:36
  taught
• 20:37
  and
• 20:37
  you
• 20:37
  do
• 20:38
  not
• 20:38
  question
• 20:38
  that.
• 20:38
  And
• 20:39
  you
• 20:39
  commit
• 20:40
  it
• 20:40
  to
• 20:40
  your
• 20:40
  brain
• 20:41
  and
• 20:41
  you
• 20:41
  memorize
• 20:41
  it
• 20:41
  and
• 20:42
  you
• 20:42
  do
• 20:42
  it
• 20:42
  over
• 20:42
  and
• 20:42
  over
• 20:42
  again.
• 20:43
  So
• 20:44
  curiosity
• 20:44
  and
• 20:45
  like
• 20:45
  being
• 20:45
  willing
• 20:45
  to
• 20:45
  ask
• 20:46
  questions
• 20:46
  kind
• 20:46
  of
• 20:46
  gets
• 20:46
  pushed
• 20:47
  out
• 20:47
  of
• 20:47
  you.
• 20:47
  By
• 20:47
  the
• 20:47
  way,
• 20:47
  the
• 20:48
  school
• 20:48
  system
• 20:48
  works
• 20:48
  as
• 20:48
  well.
• 20:49
  Yeah,
• 20:49
  exactly.
• 20:50
  It
• 20:50
  doesn't
• 20:50
  matter
• 20:50
  if
• 20:51
  you
• 20:51
  in
• 20:51
  school,
• 20:51
  it
• 20:52
  doesn't
• 20:52
  matter
• 20:52
  if
• 20:52
  you're
• 20:53
  right.
• 20:54
  It
• 20:54
  matters
• 20:54
  if
• 20:55
  you're
• 20:55
  giving
• 20:55
  the
• 20:55
  answer
• 20:57
  that
• 20:57
  is
• 20:58
  considered
• 20:58
  right.
• 21:00
  So,
• 21:00
  you
• 21:00
  know,
• 21:00
  people
• 21:01
  like
• 21:01
  Galileo
• 21:02
  would
• 21:02
  have
• 21:02
  flunked
• 21:03
  astronomy.
• 21:04
  Yep.
• 21:05
  Yeah.
• 21:05
  And.
• 21:06
  And
• 21:06
  I
• 21:06
  had
• 21:06
  this
• 21:06
  conversation
• 21:07
  many
• 21:07
  times
• 21:07
  back
• 21:07
  in
• 21:07
  the
• 21:07
  corporate
• 21:08
  environment
• 21:08
  with
• 21:09
  with,
• 21:09
  with
• 21:09
  folks
• 21:10
  from
• 21:10
  my
• 21:10
  team
• 21:11
  who,
• 21:12
  you
• 21:12
  know,
• 21:12
  when
• 21:12
  faced
• 21:13
  with
• 21:13
  the,
• 21:13
  the,
• 21:13
  the
• 21:13
  objectives
• 21:14
  for
• 21:14
  the,
• 21:14
  the
• 21:15
  broader
• 21:15
  department
• 21:16
  or
• 21:16
  the
• 21:16
  company,
• 21:16
  they
• 21:17
  would
• 21:17
  disagree
• 21:17
  with
• 21:17
  what
• 21:18
  should,
• 21:18
  what,
• 21:18
  what's
• 21:19
  would
• 21:20
  be
• 21:20
  valued
• 21:20
  and
• 21:20
  we'd
• 21:20
  have
• 21:20
  these
• 21:21
  debates
• 21:21
  of
• 21:21
  like,
• 21:22
  well
• 21:22
  I've
• 21:22
  done
• 21:22
  this
• 21:23
  X,
• 21:23
  Y
• 21:23
  and
• 21:23
  Z
• 21:23
  and
• 21:24
  like
• 21:24
  this
• 21:24
  should
• 21:24
  be
• 21:24
  valuable
• 21:25
  to
• 21:25
  the
• 21:25
  company.
• 21:26
  Yet
• 21:26
  here
• 21:26
  we
• 21:26
  were
• 21:27
  six
• 21:27
  months
• 21:27
  ago
• 21:28
  with
• 21:28
  a
• 21:28
  set
• 21:28
  of
• 21:29
  guidelines
• 21:29
  that
• 21:30
  said
• 21:30
  no,
• 21:30
  that
• 21:30
  instead
• 21:31
  this
• 21:31
  is
• 21:31
  valuable
• 21:31
  to
• 21:31
  the
• 21:32
  company
• 21:32
  or
• 21:32
  me.
• 21:32
  As
• 21:33
  an
• 21:33
  experienced
• 21:33
  leader
• 21:33
  in
• 21:33
  this
• 21:34
  company,
• 21:34
  I'm
• 21:34
  telling
• 21:35
  you
• 21:35
  that
• 21:35
  these
• 21:35
  things
• 21:36
  are
• 21:36
  not
• 21:36
  valued
• 21:37
  by
• 21:37
  the
• 21:37
  company
• 21:37
  and
• 21:37
  you
• 21:38
  can
• 21:38
  sit
• 21:38
  there
• 21:38
  and
• 21:38
  say
• 21:38
  they
• 21:39
  should
• 21:39
  be
• 21:40
  as
• 21:40
  much
• 21:40
  as
• 21:40
  you
• 21:41
  like,
• 21:42
  but
• 21:43
  it
• 21:43
  shouldn't
• 21:43
  work
• 21:44
  this
• 21:44
  way.
• 21:44
  I
• 21:44
  was
• 21:45
  working
• 21:45
  in
• 21:45
  an
• 21:45
  academic
• 21:46
  environment
• 21:47
  as
• 21:47
  an
• 21:47
  advisor
• 21:48
  to
• 21:48
  a
• 21:48
  team
• 21:48
  and
• 21:48
  it
• 21:49
  paid
• 21:49
  me
• 21:49
  well
• 21:49
  and
• 21:49
  I
• 21:50
  didn't
• 21:50
  have
• 21:50
  to
• 21:50
  work
• 21:50
  that
• 21:50
  hard.
• 21:51
  Good
• 21:51
  combo.
• 21:52
  Yet
• 21:54
  one
• 21:54
  of
• 21:54
  the
• 21:54
  issues
• 21:55
  that
• 21:55
  I
• 21:55
  had
• 21:55
  with
• 21:55
  this
• 21:56
  team
• 21:56
  was
• 21:56
  I
• 21:57
  couldn't
• 21:57
  get
• 21:57
  them
• 21:58
  to
• 21:59
  list
• 21:59
  what
• 22:00
  success
• 22:00
  was
• 22:01
  and
• 22:01
  what
• 22:01
  their
• 22:01
  priorities
• 22:02
  were.
• 22:03
  And
• 22:03
  therefore
• 22:04
  when
• 22:04
  they
• 22:04
  made
• 22:05
  decisions
• 22:07
  they
• 22:07
  didn't
• 22:07
  run
• 22:08
  them
• 22:08
  against
• 22:08
  a
• 22:08
  rubric
• 22:09
  of
• 22:09
  did
• 22:09
  it
• 22:09
  leave
• 22:10
  me
• 22:10
  to
• 22:10
  success.
• 22:11
  As
• 22:11
  a
• 22:11
  matter
• 22:11
  of
• 22:11
  fact,
• 22:12
  they
• 22:12
  didn't
• 22:12
  really
• 22:13
  have
• 22:13
  a
• 22:13
  rubric,
• 22:14
  they
• 22:14
  just
• 22:14
  talked
• 22:14
  in
• 22:15
  abstract
• 22:16
  terms.
• 22:17
  And
• 22:17
  so
• 22:17
  I
• 22:17
  had
• 22:17
  to
• 22:17
  walk
• 22:17
  away.
• 22:18
  I
• 22:18
  just
• 22:18
  had
• 22:18
  to
• 22:18
  walk
• 22:18
  away.
• 22:19
  I
• 22:19
  couldn't
• 22:19
  deal
• 22:20
  with
• 22:20
  if
• 22:20
  you
• 22:20
  don't
• 22:21
  have
• 22:21
  a
• 22:21
  goal,
• 22:21
  you'll
• 22:22
  never
• 22:22
  get
• 22:22
  to
• 22:22
  the
• 22:22
  goal
• 22:23
  you
• 22:23
  don't
• 22:23
  have.
• 22:23
  I
• 22:24
  was
• 22:24
  talking
• 22:24
  with
• 22:24
  a
• 22:25
  colleague
• 22:25
  from
• 22:26
  the
• 22:26
  data
• 22:26
  consultancy
• 22:27
  industry
• 22:27
  just
• 22:27
  this
• 22:28
  morning
• 22:28
  and
• 22:29
  he
• 22:29
  was
• 22:29
  talking
• 22:29
  about
• 22:29
  that
• 22:29
  situation
• 22:30
  which
• 22:30
  he
• 22:30
  came
• 22:30
  across,
• 22:32
  went
• 22:32
  into
• 22:32
  a
• 22:32
  client
• 22:32
  who
• 22:33
  wanted
• 22:34
  to
• 22:34
  get
• 22:34
  more
• 22:34
  value
• 22:34
  of
• 22:35
  data,
• 22:35
  wanted
• 22:35
  better
• 22:35
  data,
• 22:36
  wanted
• 22:36
  better
• 22:36
  reporting
• 22:37
  and
• 22:37
  yet
• 22:38
  same
• 22:38
  thing,
• 22:38
  he
• 22:38
  said
• 22:38
  well
• 22:39
  what
• 22:39
  are
• 22:39
  your
• 22:39
  strategic
• 22:40
  objectives?
• 22:41
  And
• 22:41
  I
• 22:41
  think
• 22:41
  he
• 22:41
  said
• 22:41
  well
• 22:42
  at
• 22:42
  best
• 22:43
  those
• 22:43
  are
• 22:43
  a
• 22:43
  couple
• 22:44
  of
• 22:45
  semi
• 22:46
  aggressive
• 22:46
  KPIs
• 22:48
  and
• 22:48
  very
• 22:49
  focused.
• 22:49
  But
• 22:50
  this
• 22:50
  is
• 22:50
  certainly
• 22:50
  not
• 22:50
  a
• 22:51
  strategy
• 22:51
  or
• 22:51
  a
• 22:51
  set
• 22:51
  of
• 22:51
  objectives.
• 22:53
  The
• 22:53
  other
• 22:54
  interesting
• 22:54
  thing
• 22:54
  again
• 22:55
  back
• 22:55
  to
• 22:55
  memories
• 22:55
  from
• 22:55
  corporate
• 22:56
  life
• 22:57
  is
• 22:57
  that
• 22:57
  I
• 22:58
  would
• 22:58
  always
• 22:58
  say
• 22:58
  to
• 22:58
  people
• 22:59
  context
• 23:00
  is
• 23:01
  the
• 23:01
  king.
• 23:01
  So
• 23:01
  the
• 23:02
  more
• 23:02
  context
• 23:02
  you
• 23:02
  can
• 23:02
  get,
• 23:03
  the
• 23:03
  better.
• 23:04
  If
• 23:04
  you're
• 23:04
  going
• 23:04
  to
• 23:05
  plan
• 23:05
  your
• 23:05
  ascent
• 23:06
  up
• 23:06
  through
• 23:06
  the
• 23:06
  ranks
• 23:07
  of
• 23:07
  corporate
• 23:07
  America
• 23:08
  using
• 23:08
  the
• 23:09
  context
• 23:09
  that
• 23:09
  is
• 23:09
  given
• 23:10
  to
• 23:10
  everybody
• 23:11
  in
• 23:11
  the
• 23:11
  whole
• 23:11
  team,
• 23:12
  the
• 23:13
  overall
• 23:13
  leaders
• 23:15
  strategy
• 23:15
  presentation
• 23:16
  at
• 23:16
  the
• 23:16
  beginning
• 23:16
  of
• 23:17
  the
• 23:17
  year,
• 23:17
  then
• 23:18
  you
• 23:18
  know,
• 23:18
  at
• 23:19
  best
• 23:19
  you're
• 23:19
  operating
• 23:19
  on
• 23:20
  the
• 23:20
  with
• 23:20
  the
• 23:20
  same
• 23:20
  information
• 23:21
  as
• 23:21
  everyone
• 23:21
  else
• 23:22
  rather
• 23:23
  than
• 23:23
  going
• 23:23
  out
• 23:23
  to
• 23:23
  get
• 23:24
  more.
• 23:24
  And
• 23:24
  here
• 23:25
  I
• 23:25
  am
• 23:25
  back
• 23:25
  into
• 23:25
  my
• 23:26
  more
• 23:26
  data
• 23:26
  is
• 23:26
  better
• 23:27
  mode
• 23:27
  again.
• 23:28
  But
• 23:28
  you,
• 23:28
  and
• 23:29
  certainly
• 23:29
  true
• 23:29
  in
• 23:29
  this
• 23:29
  case,
• 23:30
  like
• 23:30
  this
• 23:30
  data
• 23:31
  is
• 23:31
  a
• 23:31
  competitive
• 23:31
  advantage
• 23:32
  in
• 23:32
  a
• 23:32
  competitive
• 23:33
  environment,
• 23:33
  like
• 23:34
  the
• 23:34
  more
• 23:34
  information
• 23:34
  you
• 23:35
  can
• 23:35
  get
• 23:35
  about
• 23:37
  what
• 23:37
  is
• 23:37
  truly
• 23:37
  important,
• 23:38
  right?
• 23:39
  Because
• 23:39
  I've
• 23:39
  seen
• 23:40
  This
• 23:40
  at
• 23:40
  many
• 23:40
  companies,
• 23:40
  both
• 23:41
  corporate,
• 23:42
  all
• 23:42
  sizes,
• 23:42
  the
• 23:43
  stated
• 23:43
  objectives
• 23:44
  may
• 23:44
  be
• 23:44
  different
• 23:44
  from
• 23:44
  the
• 23:44
  real
• 23:44
  objectives.
• 23:45
  Have
• 23:45
  you
• 23:45
  come
• 23:46
  across
• 23:46
  that
• 23:46
  as
• 23:46
  well?
• 23:46
  Absolutely,
• 23:48
  because
• 23:49
  the
• 23:50
  stated
• 23:51
  objectives
• 23:52
  are
• 23:53
  corporate
• 23:53
  objectives,
• 23:54
  but
• 23:54
  everybody
• 23:54
  has
• 23:54
  personal
• 23:55
  objectives.
• 23:55
  I
• 23:56
  want
• 23:56
  to
• 23:56
  move
• 23:56
  back
• 23:56
  though,
• 23:57
  to.
• 23:57
  I
• 23:57
  think
• 23:58
  you
• 23:58
  could
• 23:58
  never
• 23:59
  gather
• 23:59
  enough
• 24:00
  data
• 24:01
  to
• 24:01
  figure
• 24:01
  out
• 24:02
  how
• 24:02
  much
• 24:02
  data
• 24:03
  you.
• 24:03
  You
• 24:03
  need
• 24:04
  to
• 24:04
  make
• 24:04
  a
• 24:04
  perfect
• 24:04
  decision.
• 24:05
  I
• 24:05
  might
• 24:06
  be
• 24:06
  the
• 24:06
  right
• 24:06
  person
• 24:06
  to
• 24:07
  embark
• 24:07
  on
• 24:07
  that
• 24:07
  question,
• 24:09
  but
• 24:09
  it's.
• 24:10
  Think
• 24:10
  about
• 24:10
  it,
• 24:10
  can
• 24:11
  I
• 24:11
  ever
• 24:11
  have
• 24:11
  enough
• 24:12
  data?
• 24:12
  I
• 24:12
  think
• 24:14
  figuring
• 24:14
  out
• 24:15
  what
• 24:15
  the
• 24:15
  minimum
• 24:16
  amount
• 24:16
  of
• 24:16
  data
• 24:17
  to
• 24:17
  make
• 24:17
  a
• 24:19
  very
• 24:19
  high
• 24:20
  probability,
• 24:21
  not
• 24:21
  a
• 24:21
  perfect,
• 24:22
  but
• 24:22
  a
• 24:22
  high
• 24:22
  probability
• 24:23
  success
• 24:24
  is
• 24:25
  one
• 24:25
  of
• 24:25
  the
• 24:25
  keys
• 24:25
  to
• 24:25
  decision
• 24:26
  making.
• 24:26
  How
• 24:26
  much
• 24:27
  data
• 24:27
  do
• 24:27
  you
• 24:27
  need?
• 24:28
  And
• 24:28
  too
• 24:29
  much
• 24:29
  data
• 24:29
  is
• 24:29
  not
• 24:30
  the
• 24:30
  right
• 24:30
  answer.
• 24:31
  Do
• 24:31
  you
• 24:31
  think
• 24:31
  the
• 24:31
  perfect
• 24:31
  decision
• 24:32
  is
• 24:32
  possible
• 24:32
  in
• 24:33
  any
• 24:33
  contact?
• 24:33
  I
• 24:34
  think
• 24:34
  with
• 24:34
  enough
• 24:34
  time.
• 24:35
  Time,
• 24:36
  the
• 24:36
  perfect
• 24:36
  decision
• 24:37
  is
• 24:37
  possible,
• 24:37
  but
• 24:38
  I
• 24:38
  don't
• 24:38
  think
• 24:38
  anybody
• 24:39
  has
• 24:39
  enough
• 24:39
  time.
• 24:40
  So
• 24:40
  taking
• 24:40
  it
• 24:40
  to
• 24:41
  the
• 24:41
  other
• 24:41
  end
• 24:41
  of
• 24:41
  the
• 24:41
  spectrum,
• 24:42
  like
• 24:42
  we've
• 24:42
  talked
• 24:43
  so
• 24:43
  far
• 24:43
  about
• 24:43
  the,
• 24:44
  you
• 24:44
  know,
• 24:44
  positive
• 24:45
  intent,
• 24:47
  looking
• 24:47
  at
• 24:48
  data
• 24:48
  the
• 24:48
  right
• 24:48
  way
• 24:49
  and
• 24:49
  perhaps,
• 24:49
  you
• 24:49
  know,
• 24:49
  the
• 24:50
  mistake
• 24:50
  then
• 24:50
  becomes
• 24:50
  looking
• 24:51
  too
• 24:51
  deep
• 24:51
  in,
• 24:51
  too,
• 24:52
  too
• 24:52
  deeply
• 24:52
  into
• 24:52
  the
• 24:53
  data.
• 24:54
  Looking
• 24:55
  at
• 24:55
  the
• 24:55
  wrong
• 24:55
  data
• 24:56
  can
• 24:56
  also
• 24:56
  be
• 24:56
  a
• 24:56
  crime.
• 24:57
  Or
• 24:57
  choosing
• 24:57
  to
• 24:57
  look
• 24:57
  at
• 24:58
  too
• 24:58
  narrow
• 24:58
  a
• 24:58
  subset
• 24:59
  of
• 24:59
  data
• 24:59
  can
• 25:00
  also
• 25:00
  be
• 25:00
  an
• 25:00
  issue.
• 25:01
  So
• 25:02
  do
• 25:02
  you
• 25:04
  come
• 25:04
  across
• 25:05
  founders
• 25:05
  or
• 25:06
  CEOs?
• 25:06
  I
• 25:06
  won't
• 25:06
  sugarcoat
• 25:07
  it
• 25:07
  because
• 25:07
  it's
• 25:07
  you
• 25:08
  who
• 25:08
  are
• 25:08
  lying
• 25:08
  to
• 25:08
  themselves
• 25:09
  with
• 25:09
  data.
• 25:10
  Causation
• 25:12
  is
• 25:12
  not
• 25:12
  predicted
• 25:14
  by
• 25:14
  correlation.
• 25:15
  Correlation
• 25:15
  is
• 25:16
  not
• 25:17
  causation.
• 25:18
  And
• 25:18
  two
• 25:18
  of
• 25:18
  my
• 25:19
  favorite
• 25:19
  examples,
• 25:21
  iPhone
• 25:22
  adoption,
• 25:22
  including
• 25:23
  as
• 25:23
  it
• 25:24
  plateaus,
• 25:25
  perfectly
• 25:25
  correlates
• 25:26
  with
• 25:27
  the
• 25:27
  death
• 25:27
  of
• 25:27
  World
• 25:28
  War
• 25:28
  II
• 25:28
  veterans.
• 25:28
  Did
• 25:29
  the
• 25:29
  iPhone
• 25:30
  cause
• 25:30
  World
• 25:30
  War
• 25:31
  II
• 25:31
  veteran
• 25:32
  death?
• 25:32
  Hopefully
• 25:32
  not
• 25:33
  at
• 25:33
  the
• 25:34
  age
• 25:34
  where
• 25:36
  World
• 25:37
  War
• 25:37
  II
• 25:37
  veterans
• 25:39
  happen
• 25:40
  to
• 25:40
  be
• 25:40
  at
• 25:40
  the
• 25:40
  right
• 25:40
  age
• 25:41
  to
• 25:41
  start
• 25:42
  dying
• 25:42
  as
• 25:43
  the
• 25:43
  iPhone
• 25:43
  was
• 25:43
  introduced
• 25:44
  and
• 25:44
  started
• 25:44
  being
• 25:45
  adopted.
• 25:46
  Another
• 25:46
  one,
• 25:47
  which
• 25:47
  is
• 25:47
  my
• 25:48
  favorite,
• 25:48
  is
• 25:50
  when
• 25:50
  Nick
• 25:50
  Cage
• 25:51
  was
• 25:51
  a
• 25:51
  very
• 25:51
  popular
• 25:52
  actor
• 25:52
  and
• 25:52
  was
• 25:53
  doing
• 25:53
  blockbusters.
• 25:56
  Drowning
• 25:56
  deaths
• 25:57
  went
• 25:57
  up.
• 25:59
  Absolutely
• 26:00
  correlated
• 26:00
  with
• 26:01
  the
• 26:01
  release
• 26:01
  of
• 26:02
  Nicolas
• 26:02
  Cage
• 26:03
  movies.
• 26:04
  Oh,
• 26:04
  it
• 26:04
  was
• 26:05
  his
• 26:05
  fault
• 26:05
  all
• 26:05
  along.
• 26:06
  It
• 26:06
  was.
• 26:07
  It
• 26:07
  was
• 26:07
  either
• 26:07
  that
• 26:08
  or
• 26:08
  the
• 26:08
  fact
• 26:08
  that
• 26:08
  blockbusters
• 26:09
  get
• 26:09
  released
• 26:10
  in
• 26:10
  summer
• 26:12
  and
• 26:12
  during
• 26:12
  Christmas
• 26:13
  vacation
• 26:14
  when
• 26:14
  more
• 26:14
  people
• 26:15
  are
• 26:15
  swimming.
• 26:16
  I
• 26:16
  think
• 26:16
  summer
• 26:17
  and
• 26:17
  swimming
• 26:18
  have
• 26:19
  a
• 26:19
  higher
• 26:19
  correlation
• 26:21
  and
• 26:21
  higher
• 26:22
  causation
• 26:24
  and
• 26:24
  correlation
• 26:26
  matrix
• 26:26
  than
• 26:27
  Nick
• 26:28
  Cage
• 26:28
  movies.
• 26:29
  I
• 26:29
  think
• 26:29
  the,
• 26:31
  you
• 26:31
  know,
• 26:31
  the
• 26:31
  one
• 26:32
  I
• 26:32
  had
• 26:32
  heard
• 26:32
  was,
• 26:32
  was
• 26:33
  similar
• 26:34
  and
• 26:34
  it
• 26:34
  was
• 26:35
  ice
• 26:36
  cream
• 26:36
  sales
• 26:36
  and
• 26:37
  shock
• 26:37
  attacks.
• 26:38
  Exactly.
• 26:41
  Yeah.
• 26:42
  There's
• 26:43
  something
• 26:43
  separate
• 26:43
  and
• 26:44
  play
• 26:44
  in
• 26:44
  both
• 26:44
  of
• 26:44
  those
• 26:46
  at
• 26:46
  work
• 26:47
  in
• 26:47
  both
• 26:47
  of
• 26:47
  those.
• 26:48
  So
• 26:48
  I
• 26:48
  think
• 26:48
  the
• 26:48
  lesson
• 26:49
  we
• 26:49
  both
• 26:49
  take
• 26:50
  from
• 26:50
  this
• 26:50
  is
• 26:51
  too
• 26:52
  much
• 26:52
  data
• 26:53
  can
• 26:53
  find
• 26:54
  correlations
• 26:55
  that
• 26:55
  don't
• 26:56
  matter.
• 26:56
  It's
• 26:56
  really
• 26:57
  figuring
• 26:57
  out
• 26:58
  what
• 26:58
  are
• 26:58
  the
• 26:58
  key
• 26:59
  principles
• 27:00
  and
• 27:01
  you
• 27:01
  know
• 27:01
  I
• 27:02
  am
• 27:02
  a
• 27:02
  big
• 27:02
  believer
• 27:03
  in
• 27:05
  five
• 27:05
  to
• 27:06
  eight
• 27:06
  factors
• 27:06
  in
• 27:07
  any
• 27:07
  decision
• 27:08
  CEOs
• 27:08
  if
• 27:09
  you're.
• 27:09
  Still
• 27:09
  making
• 27:09
  big
• 27:10
  decisions
• 27:10
  based
• 27:10
  on
• 27:11
  outdated
• 27:11
  dashboard,
• 27:12
  conflicting
• 27:12
  numbers
• 27:13
  and
• 27:13
  manual
• 27:14
  reports,
• 27:14
  then
• 27:14
  you're
• 27:14
  not
• 27:15
  leading
• 27:15
  with
• 27:15
  confidence.
• 27:15
  You're
• 27:16
  not
• 27:16
  alone.
• 27:16
  Most
• 27:17
  5
• 27:17
  million
• 27:17
  plus
• 27:17
  businesses
• 27:18
  have
• 27:18
  this
• 27:19
  exact
• 27:19
  struggle
• 27:20
  and
• 27:20
  your
• 27:20
  tech
• 27:21
  stack
• 27:21
  and
• 27:21
  platforms
• 27:22
  feel
• 27:22
  like
• 27:22
  they're
• 27:22
  duct
• 27:23
  taped
• 27:23
  together
• 27:23
  worse
• 27:24
  every
• 27:24
  week
• 27:25
  that
• 27:25
  goes
• 27:25
  by.
• 27:25
  You're
• 27:26
  still
• 27:26
  flying
• 27:26
  blind.
• 27:27
  And
• 27:27
  if
• 27:27
  AI
• 27:27
  is
• 27:27
  part
• 27:28
  of
• 27:28
  your
• 27:28
  roadmap,
• 27:28
  well,
• 27:29
  you
• 27:29
  can
• 27:29
  forget
• 27:29
  about
• 27:30
  it.
• 27:30
  Because
• 27:30
  clean
• 27:30
  connected
• 27:31
  data
• 27:31
  is
• 27:32
  step
• 27:32
  one.
• 27:32
  So
• 27:33
  you're
• 27:33
  still
• 27:33
  in
• 27:33
  the
• 27:33
  starting
• 27:33
  box
• 27:34
  while
• 27:34
  others
• 27:34
  are
• 27:35
  running
• 27:35
  ahead
• 27:35
  of
• 27:35
  you.
• 27:35
  That's
• 27:36
  why
• 27:36
  we
• 27:36
  created
• 27:36
  the
• 27:37
  free
• 27:37
  five
• 27:37
  Minute
• 27:38
  Data
• 27:38
  Maturity
• 27:38
  Assessment.
• 27:39
  It's
• 27:39
  fast,
• 27:40
  it's
• 27:40
  free,
• 27:41
  and
• 27:41
  it
• 27:41
  shows
• 27:41
  you
• 27:41
  where
• 27:42
  your
• 27:42
  business
• 27:42
  business
• 27:42
  stands
• 27:43
  and
• 27:43
  what's
• 27:43
  holding
• 27:43
  you
• 27:44
  back.
• 27:44
  You'll
• 27:44
  walk
• 27:44
  away
• 27:45
  with
• 27:45
  a
• 27:45
  clear
• 27:45
  score,
• 27:45
  a
• 27:46
  snapshot
• 27:46
  of
• 27:46
  your
• 27:46
  current
• 27:47
  systems,
• 27:47
  and
• 27:48
  insight
• 27:48
  into
• 27:48
  what
• 27:49
  it'll
• 27:49
  take
• 27:49
  to
• 27:50
  build
• 27:50
  a
• 27:50
  data
• 27:50
  infrastructure
• 27:51
  to
• 27:51
  support
• 27:51
  your
• 27:51
  ambition.
• 27:52
  It's
• 27:52
  the
• 27:52
  same
• 27:53
  approach
• 27:53
  I've
• 27:53
  used
• 27:53
  inside
• 27:54
  global
• 27:54
  firms
• 27:54
  like
• 27:54
  Capital
• 27:55
  One,
• 27:55
  IBM
• 27:56
  and
• 27:56
  Accenture,
• 27:57
  and
• 27:57
  now
• 27:57
  it's
• 27:58
  adapted
• 27:58
  for
• 27:58
  fast
• 27:58
  scaling
• 27:59
  businesses
• 27:59
  like
• 28:00
  yours.
• 28:00
  We've
• 28:00
  helped
• 28:01
  executive
• 28:01
  teams
• 28:01
  gain
• 28:02
  clarity,
• 28:02
  reduce
• 28:03
  friction
• 28:03
  and
• 28:04
  make
• 28:04
  better
• 28:04
  decisions
• 28:05
  with
• 28:05
  the
• 28:05
  data
• 28:05
  they
• 28:06
  already
• 28:06
  have.
• 28:06
  No
• 28:07
  joint
• 28:07
  software
• 28:07
  overhaul,
• 28:08
  no
• 28:08
  disruption
• 28:09
  to
• 28:09
  your
• 28:09
  team,
• 28:09
  no
• 28:10
  data
• 28:10
  science
• 28:10
  degree
• 28:11
  required.
• 28:12
  Also,
• 28:12
  no
• 28:13
  magic
• 28:13
  wand
• 28:14
  apps
• 28:14
  that
• 28:14
  are
• 28:14
  too
• 28:14
  good
• 28:15
  to
• 28:15
  be
• 28:15
  true
• 28:15
  and
• 28:16
  sell
• 28:16
  a
• 28:16
  dream
• 28:16
  that
• 28:17
  is
• 28:17
  effectively
• 28:17
  only
• 28:17
  papering
• 28:18
  over
• 28:18
  the
• 28:18
  cracks
• 28:19
  of
• 28:19
  structural
• 28:20
  data
• 28:20
  issues.
• 28:21
  This
• 28:21
  is
• 28:21
  about
• 28:21
  giving
• 28:21
  CEOs
• 28:22
  real
• 28:22
  visibility
• 28:23
  and
• 28:23
  helping
• 28:24
  you
• 28:24
  lead
• 28:24
  with
• 28:24
  facts,
• 28:25
  not
• 28:25
  friction.
• 28:26
  So
• 28:26
  if
• 28:26
  you're
• 28:26
  ready
• 28:26
  to
• 28:27
  stop
• 28:27
  guessing
• 28:27
  and
• 28:27
  start
• 28:28
  leading
• 28:28
  with
• 28:28
  real
• 28:29
  data
• 28:29
  clarity,
• 28:30
  take
• 28:30
  our
• 28:30
  free
• 28:30
  assessment.
• 28:31
  It
• 28:31
  only
• 28:31
  takes
• 28:32
  five
• 28:32
  minutes.
• 28:32
  You'll
• 28:33
  get
• 28:33
  immediate
• 28:33
  instructions,
• 28:33
  insight
• 28:34
  on
• 28:34
  your
• 28:34
  current
• 28:34
  maturity
• 28:35
  and
• 28:35
  just
• 28:35
  what's
• 28:35
  possible
• 28:36
  next.
• 28:36
  Click
• 28:37
  below
• 28:37
  to
• 28:37
  get
• 28:37
  started.
• 28:38
  You've
• 28:38
  scaled
• 28:38
  your
• 28:39
  sales,
• 28:39
  your
• 28:39
  operations,
• 28:40
  your
• 28:40
  sales
• 28:41
  team.
• 28:42
  Now
• 28:42
  it's
• 28:42
  time
• 28:42
  to
• 28:42
  scale
• 28:43
  your
• 28:43
  data.
• 28:43
  I've
• 28:43
  led
• 28:43
  data
• 28:44
  transformations
• 28:44
  for
• 28:45
  some
• 28:45
  of
• 28:45
  the
• 28:45
  world's
• 28:45
  most
• 28:45
  complex
• 28:46
  companies
• 28:46
  and
• 28:47
  Now
• 28:47
  I
• 28:47
  help
• 28:48
  CEOs
• 28:48
  and
• 28:48
  leadership
• 28:49
  teams
• 28:49
  just
• 28:49
  like
• 28:50
  yours
• 28:50
  turn
• 28:50
  data
• 28:51
  into
• 28:51
  a
• 28:51
  real
• 28:52
  advantage.
• 28:52
  Let's
• 28:53
  get
• 28:53
  started.
• 28:54
  Yeah,
• 28:56
  I
• 28:57
  talked
• 28:57
  to
• 28:57
  my
• 28:57
  old
• 28:57
  colleague
• 28:57
  and
• 28:57
  friend
• 28:59
  on
• 28:59
  a
• 28:59
  couple
• 28:59
  of
• 28:59
  episodes
• 29:00
  back
• 29:00
  about
• 29:01
  views
• 29:01
  and
• 29:02
  how
• 29:02
  views
• 29:02
  of
• 29:03
  anything
• 29:03
  like
• 29:03
  web
• 29:03
  pages,
• 29:04
  social
• 29:04
  media
• 29:05
  posts,
• 29:05
  whatever
• 29:05
  it
• 29:05
  might
• 29:06
  be,
• 29:06
  are
• 29:06
  a
• 29:06
  fallacy
• 29:07
  to
• 29:07
  have
• 29:07
  as
• 29:07
  a
• 29:07
  metric
• 29:08
  for
• 29:08
  anything.
• 29:08
  Because
• 29:08
  you
• 29:09
  know,
• 29:09
  if
• 29:10
  you
• 29:10
  could
• 29:10
  have
• 29:10
  a
• 29:10
  million
• 29:11
  views,
• 29:11
  but
• 29:11
  if
• 29:11
  no
• 29:11
  one
• 29:11
  presses
• 29:12
  the
• 29:12
  button
• 29:12
  on
• 29:12
  your
• 29:13
  website,
• 29:13
  then
• 29:14
  what
• 29:14
  has
• 29:14
  it
• 29:14
  all
• 29:15
  been
• 29:15
  for,
• 29:15
  right?
• 29:15
  What
• 29:15
  does
• 29:16
  it
• 29:16
  mean?
• 29:17
  What
• 29:17
  are
• 29:17
  some
• 29:18
  metrics
• 29:19
  that
• 29:20
  founders
• 29:21
  and
• 29:21
  early
• 29:21
  stage
• 29:21
  CEOs
• 29:22
  cling
• 29:22
  to
• 29:23
  that
• 29:25
  you
• 29:25
  know
• 29:25
  are
• 29:25
  pyrrhic
• 29:26
  victories
• 29:27
  in
• 29:27
  return
• 29:28
  in
• 29:28
  terms
• 29:28
  of
• 29:28
  progress
• 29:29
  of
• 29:29
  their
• 29:29
  company.
• 29:30
  So
• 29:30
  I
• 29:30
  call
• 29:30
  those
• 29:31
  things
• 29:31
  glitter
• 29:32
  traction.
• 29:33
  Oh,
• 29:33
  glitter
• 29:33
  traction.
• 29:35
  And
• 29:35
  real
• 29:35
  traction.
• 29:37
  And
• 29:37
  glitter
• 29:38
  traction
• 29:38
  is,
• 29:39
  you
• 29:39
  know,
• 29:39
  how
• 29:39
  many
• 29:39
  likes
• 29:40
  do
• 29:40
  I
• 29:40
  get
• 29:40
  on
• 29:41
  my
• 29:42
  Twitter
• 29:43
  or
• 29:43
  X
• 29:43
  or
• 29:43
  whatever
• 29:44
  we're
• 29:44
  calling
• 29:44
  it
• 29:44
  today,
• 29:45
  or
• 29:45
  my.
• 29:46
  My
• 29:46
  LinkedIn
• 29:47
  posts?
• 29:47
  That's,
• 29:49
  you
• 29:49
  know,
• 29:49
  it
• 29:49
  doesn't
• 29:49
  necessarily
• 29:50
  drive
• 29:50
  results.
• 29:52
  So
• 29:54
  looking
• 29:54
  at
• 29:54
  the
• 29:54
  wrong
• 29:55
  things,
• 29:55
  the
• 29:55
  right
• 29:55
  things
• 29:56
  are
• 29:57
  conversion
• 29:58
  rates.
• 29:59
  And
• 29:59
  the
• 30:00
  other
• 30:00
  thing
• 30:00
  is
• 30:00
  rate
• 30:00
  of
• 30:01
  change.
• 30:01
  Right.
• 30:02
  How
• 30:02
  are
• 30:02
  those
• 30:03
  conversion
• 30:03
  rates
• 30:04
  changing?
• 30:05
  So
• 30:06
  identifying
• 30:06
  each
• 30:07
  step
• 30:07
  that
• 30:07
  that
• 30:08
  brings
• 30:08
  you
• 30:08
  from
• 30:11
  a
• 30:12
  prospective
• 30:12
  lead
• 30:13
  or
• 30:13
  a
• 30:13
  suspect,
• 30:14
  I'd
• 30:14
  call
• 30:14
  it,
• 30:14
  to
• 30:15
  a
• 30:15
  prospect
• 30:16
  to
• 30:16
  a
• 30:16
  qualified
• 30:17
  prospect
• 30:18
  to
• 30:18
  a
• 30:18
  contract.
• 30:19
  And
• 30:20
  what
• 30:20
  are
• 30:20
  the
• 30:20
  conversion
• 30:21
  rates
• 30:21
  between
• 30:21
  those
• 30:22
  things?
• 30:24
  And
• 30:24
  then
• 30:25
  how
• 30:25
  is
• 30:25
  the
• 30:26
  rate
• 30:26
  of
• 30:26
  change?
• 30:27
  What's
• 30:28
  the
• 30:28
  rate
• 30:28
  of
• 30:28
  change
• 30:28
  of
• 30:29
  those
• 30:29
  things?
• 30:29
  Is
• 30:29
  it
• 30:29
  going
• 30:30
  up
• 30:30
  or
• 30:30
  down?
• 30:31
  Yeah,
• 30:31
  because
• 30:32
  the
• 30:32
  strings,
• 30:32
  the
• 30:33
  things
• 30:33
  should
• 30:33
  all
• 30:33
  improve
• 30:33
  as
• 30:34
  your
• 30:34
  product
• 30:34
  improves.
• 30:35
  Rate
• 30:35
  of
• 30:35
  change
• 30:36
  is
• 30:36
  people
• 30:37
  don't
• 30:37
  look
• 30:37
  at
• 30:37
  rate
• 30:38
  of
• 30:38
  change.
• 30:38
  They
• 30:39
  look
• 30:39
  at
• 30:39
  real
• 30:39
  numbers.
• 30:40
  But
• 30:40
  I
• 30:40
  look
• 30:41
  at
• 30:41
  how
• 30:41
  are
• 30:41
  those
• 30:41
  numbers
• 30:42
  changing.
• 30:43
  Yeah,
• 30:46
  that's
• 30:46
  absolutely
• 30:46
  a
• 30:46
  great
• 30:47
  one.
• 30:47
  And
• 30:48
  I'll
• 30:48
  go
• 30:48
  back
• 30:48
  to
• 30:48
  another
• 30:48
  thing
• 30:49
  that
• 30:49
  Hormozy
• 30:50
  was
• 30:50
  teaching
• 30:50
  me
• 30:50
  the
• 30:50
  other
• 30:50
  week.
• 30:52
  He
• 30:52
  defined
• 30:52
  intelligence
• 30:53
  slightly
• 30:53
  different
• 30:53
  from
• 30:53
  you.
• 30:54
  So
• 30:54
  you
• 30:57
  positioned
• 30:57
  intelligence
• 30:58
  as
• 30:58
  this
• 30:59
  search
• 30:59
  for
• 30:59
  endless
• 31:00
  amounts
• 31:00
  of
• 31:01
  data.
• 31:02
  He
• 31:03
  positioned
• 31:03
  intelligence
• 31:04
  in
• 31:04
  a
• 31:04
  business
• 31:05
  sense
• 31:05
  as
• 31:05
  something
• 31:05
  far
• 31:06
  removed
• 31:06
  from
• 31:06
  that
• 31:07
  traditional
• 31:08
  IQ
• 31:09
  sense.
• 31:10
  And
• 31:10
  he
• 31:10
  positioned
• 31:10
  it
• 31:11
  as
• 31:12
  rate
• 31:13
  of
• 31:13
  change
• 31:13
  of
• 31:13
  behavior
• 31:14
  after
• 31:14
  you've
• 31:14
  learned
• 31:15
  something.
• 31:15
  Yeah.
• 31:16
  So
• 31:17
  one
• 31:17
  of
• 31:17
  the
• 31:17
  things
• 31:17
  I
• 31:18
  really
• 31:18
  find
• 31:18
  interesting
• 31:19
  is
• 31:20
  AI
• 31:20
  and
• 31:21
  what
• 31:21
  we've
• 31:22
  learned
• 31:22
  in
• 31:22
  school
• 31:23
  and
• 31:23
  what's
• 31:24
  not
• 31:24
  important
• 31:24
  anymore.
• 31:25
  So,
• 31:25
  you
• 31:25
  know,
• 31:25
  when
• 31:26
  I
• 31:26
  went
• 31:26
  to.
• 31:26
  When
• 31:26
  I
• 31:26
  was
• 31:27
  in
• 31:27
  high
• 31:27
  school,
• 31:28
  we
• 31:28
  were
• 31:28
  still
• 31:28
  using
• 31:29
  slide
• 31:29
  rulers.
• 31:30
  We
• 31:30
  didn't
• 31:30
  have
• 31:30
  calculators.
• 31:31
  They.
• 31:31
  They
• 31:32
  didn't
• 31:32
  come
• 31:32
  out
• 31:32
  until
• 31:33
  the
• 31:33
  HP
• 31:34
  calculator
• 31:34
  when
• 31:35
  I
• 31:35
  was
• 31:35
  a
• 31:35
  freshman
• 31:35
  in
• 31:36
  college,
• 31:36
  which
• 31:36
  cost
• 31:37
  about
• 31:37
  $800.
• 31:38
  Did
• 31:38
  you
• 31:38
  have
• 31:39
  those
• 31:39
  rulers
• 31:39
  that
• 31:39
  had
• 31:39
  the.
• 31:40
  The
• 31:40
  multiplication
• 31:40
  tables
• 31:41
  printed
• 31:42
  on
• 31:42
  them?
• 31:42
  Yeah,
• 31:43
  these
• 31:43
  little.
• 31:43
  We
• 31:44
  had
• 31:44
  these
• 31:44
  square
• 31:44
  things.
• 31:44
  I
• 31:45
  forgot
• 31:45
  they
• 31:45
  were
• 31:45
  what
• 31:46
  they
• 31:46
  were.
• 31:47
  But
• 31:47
  you
• 31:47
  don't
• 31:47
  teach
• 31:47
  kids
• 31:48
  those
• 31:49
  skills
• 31:49
  anymore
• 31:50
  because
• 31:50
  they
• 31:51
  have
• 31:51
  calculators
• 31:52
  and
• 31:52
  now
• 31:53
  even
• 31:53
  algebra,
• 31:54
  which
• 31:54
  I
• 31:55
  sucked
• 31:55
  at.
• 31:56
  I'm
• 31:56
  just
• 31:57
  not
• 31:57
  wired
• 31:57
  for
• 31:57
  algebra.
• 31:58
  But
• 31:58
  I
• 31:58
  can
• 31:59
  put
• 31:59
  in
• 31:59
  a
• 31:59
  complex
• 32:00
  word
• 32:00
  question.
• 32:02
  How
• 32:02
  many
• 32:02
  shares
• 32:03
  should
• 32:03
  this
• 32:03
  person
• 32:04
  have
• 32:04
  after
• 32:05
  they
• 32:06
  have.
• 32:06
  After
• 32:07
  their
• 32:07
  cap
• 32:07
  table
• 32:08
  looks
• 32:08
  like
• 32:08
  this
• 32:08
  and
• 32:08
  somebody
• 32:09
  brings
• 32:09
  in
• 32:09
  this
• 32:10
  much
• 32:10
  money,
• 32:10
  and
• 32:10
  then
• 32:11
  the
• 32:11
  new
• 32:12
  valuation
• 32:12
  is
• 32:13
  X.
• 32:13
  How
• 32:14
  many
• 32:14
  shares
• 32:14
  does
• 32:14
  everybody
• 32:15
  have?
• 32:15
  I
• 32:15
  can't
• 32:16
  do
• 32:16
  that
• 32:16
  in
• 32:16
  my
• 32:16
  head.
• 32:17
  I
• 32:17
  mean,
• 32:17
  there
• 32:17
  are
• 32:18
  really
• 32:18
  smart
• 32:18
  people
• 32:18
  who
• 32:19
  can.
• 32:21
  But
• 32:21
  really,
• 32:22
  I
• 32:22
  believe
• 32:22
  that
• 32:22
  the
• 32:23
  intelligence
• 32:23
  of
• 32:23
  being
• 32:24
  able
• 32:24
  to
• 32:24
  ask
• 32:24
  that
• 32:25
  question
• 32:25
  correctly,
• 32:26
  because
• 32:26
  now
• 32:27
  AI
• 32:27
  gives
• 32:27
  you
• 32:28
  the
• 32:28
  answer
• 32:28
  and
• 32:29
  gives
• 32:29
  you
• 32:30
  the.
• 32:30
  The
• 32:30
  algebraic
• 32:32
  Equation.
• 32:33
  Yeah.
• 32:33
  I
• 32:34
  mean,
• 32:34
  back
• 32:34
  to
• 32:34
  what
• 32:34
  we.
• 32:34
  Yeah,
• 32:35
  it
• 32:35
  walks
• 32:35
  you
• 32:35
  through
• 32:35
  it
• 32:35
  step
• 32:35
  by
• 32:36
  step
• 32:36
  as
• 32:36
  well.
• 32:36
  Yeah.
• 32:36
  So
• 32:36
  what
• 32:36
  are
• 32:37
  we
• 32:37
  going
• 32:37
  to
• 32:37
  teach
• 32:37
  our
• 32:37
  kids?
• 32:37
  We
• 32:38
  don't
• 32:38
  teach
• 32:38
  them
• 32:38
  how
• 32:38
  to
• 32:39
  do
• 32:39
  cursive
• 32:40
  anymore.
• 32:41
  You
• 32:41
  know,
• 32:42
  my
• 32:42
  kids
• 32:42
  can
• 32:43
  hardly
• 32:43
  print.
• 32:46
  And,
• 32:47
  you
• 32:47
  know,
• 32:47
  they're
• 32:47
  in
• 32:47
  their
• 32:48
  30s.
• 32:49
  They
• 32:49
  don't
• 32:50
  even
• 32:50
  know
• 32:50
  how
• 32:50
  to.
• 32:51
  I
• 32:52
  remember
• 32:53
  five
• 32:53
  years
• 32:53
  ago,
• 32:53
  one
• 32:53
  of
• 32:54
  my
• 32:54
  kids
• 32:54
  saying,
• 32:54
  dad,
• 32:55
  where
• 32:55
  does
• 32:55
  the
• 32:56
  stamp
• 32:56
  on
• 32:56
  an
• 32:56
  envelope
• 32:57
  go?
• 32:57
  On
• 32:57
  the
• 32:57
  left
• 32:58
  hand
• 32:58
  corner
• 32:58
  or
• 32:58
  the
• 32:59
  right
• 32:59
  corner?
• 33:00
  So
• 33:01
  these
• 33:01
  things
• 33:01
  that
• 33:01
  we've
• 33:01
  learned
• 33:02
  that
• 33:02
  we
• 33:02
  think
• 33:02
  were
• 33:03
  natural
• 33:03
  and
• 33:03
  intelligent
• 33:04
  with
• 33:05
  the
• 33:05
  tools
• 33:05
  that
• 33:05
  we're
• 33:06
  getting,
• 33:07
  I
• 33:07
  think
• 33:08
  that
• 33:08
  certain
• 33:08
  kinds
• 33:09
  of
• 33:09
  intelligence
• 33:09
  are
• 33:10
  going
• 33:10
  to
• 33:10
  be
• 33:10
  overrated.
• 33:11
  Yeah,
• 33:11
  no,
• 33:12
  I
• 33:12
  agree.
• 33:12
  Or
• 33:13
  outdated
• 33:13
  even.
• 33:15
  And
• 33:15
  you
• 33:16
  get
• 33:16
  the
• 33:16
  odd
• 33:16
  exception.
• 33:16
  And
• 33:16
  I'd
• 33:17
  say
• 33:17
  you
• 33:18
  mentioned
• 33:18
  cursive.
• 33:19
  We're
• 33:20
  now
• 33:20
  in
• 33:21
  this
• 33:22
  era
• 33:22
  where
• 33:23
  a
• 33:23
  handwritten
• 33:24
  note
• 33:24
  in
• 33:25
  cursive
• 33:25
  to
• 33:25
  someone
• 33:25
  has
• 33:26
  incredibly
• 33:26
  high
• 33:26
  value
• 33:29
  that
• 33:29
  it
• 33:29
  never
• 33:30
  used
• 33:30
  to.
• 33:31
  And
• 33:32
  I
• 33:32
  even
• 33:32
  have
• 33:32
  joked
• 33:32
  about
• 33:32
  this
• 33:33
  on
• 33:33
  LinkedIn
• 33:33
  a
• 33:33
  couple
• 33:33
  of
• 33:33
  times
• 33:33
  as
• 33:34
  well.
• 33:34
  Given
• 33:34
  the
• 33:35
  huge
• 33:36
  proliferation
• 33:36
  of
• 33:37
  AI
• 33:37
  comments
• 33:37
  out
• 33:38
  there,
• 33:40
  you
• 33:40
  know,
• 33:40
  and
• 33:41
  my
• 33:41
  own
• 33:42
  predilection
• 33:43
  to
• 33:43
  being
• 33:43
  a
• 33:44
  little
• 33:44
  facetious
• 33:44
  sometimes,
• 33:45
  like
• 33:45
  actually
• 33:46
  doing
• 33:46
  it,
• 33:46
  making
• 33:47
  a
• 33:47
  facetious,
• 33:47
  sarcastic
• 33:48
  comment
• 33:48
  on
• 33:48
  someone's
• 33:49
  thing
• 33:49
  can
• 33:49
  be
• 33:50
  a
• 33:50
  differentiator.
• 33:50
  Because
• 33:52
  AI
• 33:52
  is
• 33:52
  not
• 33:52
  going
• 33:53
  to
• 33:53
  do
• 33:53
  that
• 33:54
  to
• 33:54
  someone,
• 33:54
  especially
• 33:54
  not
• 33:55
  an
• 33:55
  AI
• 33:55
  that's
• 33:55
  programmed
• 33:56
  to
• 33:56
  sort
• 33:56
  of
• 33:56
  maxim.
• 33:56
  Optimize
• 33:57
  for
• 33:57
  engagement
• 33:58
  or
• 33:58
  optimize
• 33:58
  for
• 33:59
  whatever
• 33:59
  else.
• 33:59
  Whatever
• 33:59
  else
• 34:00
  it's
• 34:00
  optimizing.
• 34:01
  Now
• 34:01
  you're
• 34:01
  talking
• 34:01
  about
• 34:01
  pattern
• 34:02
  interrupt,
• 34:03
  which.
• 34:03
  Which
• 34:04
  is,
• 34:04
  you
• 34:04
  know,
• 34:05
  interrupting.
• 34:05
  The
• 34:05
  pattern
• 34:06
  is
• 34:07
  very.
• 34:08
  It's.
• 34:08
  It's
• 34:08
  disturbing
• 34:09
  and
• 34:09
  it
• 34:10
  stands
• 34:10
  out.
• 34:10
  So
• 34:11
  I'm
• 34:11
  a
• 34:11
  big
• 34:11
  believer
• 34:12
  in
• 34:13
  using
• 34:13
  snail
• 34:14
  mail
• 34:14
  when
• 34:14
  you
• 34:15
  want
• 34:15
  to
• 34:15
  get
• 34:15
  to
• 34:15
  somebody.
• 34:16
  And
• 34:16
  not
• 34:16
  just
• 34:16
  using
• 34:16
  snail
• 34:17
  mail.
• 34:17
  Using
• 34:18
  lumpy
• 34:19
  snail
• 34:19
  mail.
• 34:21
  Lumpy
• 34:21
  snails,
• 34:22
  yes.
• 34:22
  So
• 34:24
  this.
• 34:25
  I
• 34:25
  used
• 34:26
  to
• 34:26
  use
• 34:26
  this
• 34:26
  as
• 34:26
  a
• 34:26
  business
• 34:27
  card.
• 34:27
  Oh,
• 34:28
  your
• 34:28
  Campbell
• 34:28
  soup.
• 34:29
  Nope,
• 34:30
  it
• 34:30
  looks
• 34:30
  like
• 34:30
  Campbell's
• 34:31
  Soup,
• 34:31
  but
• 34:31
  it
• 34:31
  had
• 34:31
  my
• 34:31
  brand
• 34:32
  name
• 34:32
  and
• 34:32
  it's
• 34:32
  whoop
• 34:32
  ass.
• 34:33
  And
• 34:33
  I
• 34:33
  said,
• 34:33
  oh,
• 34:34
  I
• 34:34
  see.
• 34:34
  Yeah,
• 34:34
  that's
• 34:35
  a.
• 34:35
  So
• 34:35
  I'd
• 34:35
  send
• 34:36
  you
• 34:36
  a
• 34:36
  can
• 34:36
  of
• 34:36
  whoop
• 34:36
  Ass
• 34:37
  because
• 34:38
  it
• 34:38
  was
• 34:38
  a
• 34:38
  box
• 34:39
  and
• 34:40
  you'd
• 34:40
  open
• 34:40
  it.
• 34:40
  It
• 34:41
  didn't
• 34:41
  cost
• 34:41
  me
• 34:41
  much.
• 34:42
  One
• 34:42
  of
• 34:42
  my
• 34:43
  greatest
• 34:44
  joys
• 34:44
  in
• 34:44
  life
• 34:45
  is
• 34:46
  to
• 34:46
  take
• 34:46
  the
• 34:46
  mail
• 34:47
  and
• 34:47
  before
• 34:47
  it
• 34:47
  gets
• 34:47
  in
• 34:48
  the
• 34:48
  house,
• 34:49
  throw
• 34:49
  the
• 34:49
  90%
• 34:50
  of
• 34:50
  it
• 34:52
  in
• 34:52
  the
• 34:53
  recycle
• 34:53
  bin.
• 34:53
  Yeah,
• 34:54
  I
• 34:54
  do
• 34:54
  the
• 34:54
  same
• 34:54
  in
• 34:55
  the
• 34:55
  house.
• 34:55
  I
• 34:55
  just
• 34:55
  get
• 34:55
  so
• 34:56
  much
• 34:56
  joy
• 34:56
  out
• 34:56
  of
• 34:56
  that.
• 34:58
  Nobody
• 34:58
  throws
• 34:59
  lumpy
• 34:59
  mail
• 35:00
  into
• 35:00
  the
• 35:01
  box.
• 35:01
  And
• 35:02
  if
• 35:02
  it's.
• 35:02
  Interestingly
• 35:03
  enough,
• 35:03
  if
• 35:03
  it's
• 35:04
  really
• 35:04
  a
• 35:04
  pattern,
• 35:04
  like
• 35:05
  a
• 35:05
  can
• 35:05
  of
• 35:05
  whoop
• 35:05
  ass.
• 35:06
  Because
• 35:06
  as
• 35:07
  a
• 35:07
  business
• 35:07
  coach,
• 35:08
  my
• 35:08
  idea
• 35:08
  is
• 35:08
  to
• 35:09
  challenge
• 35:09
  you
• 35:10
  to
• 35:10
  open
• 35:10
  a
• 35:10
  can
• 35:11
  of
• 35:11
  whoop
• 35:11
  ass
• 35:11
  on
• 35:12
  you
• 35:13
  in
• 35:13
  a
• 35:13
  gentle,
• 35:14
  caring
• 35:14
  way.
• 35:14
  So
• 35:15
  it
• 35:15
  works
• 35:15
  as
• 35:15
  well.
• 35:16
  Yeah,
• 35:16
  it's
• 35:16
  in
• 35:16
  theme.
• 35:17
  Yeah,
• 35:18
  it's
• 35:19
  absolutely
• 35:19
  in
• 35:19
  theme.
• 35:20
  Yeah,
• 35:20
  it's.
• 35:21
  Yeah,
• 35:22
  Zig.
• 35:22
  Whenever
• 35:22
  else
• 35:23
  is
• 35:23
  zagging.
• 35:24
  I've
• 35:25
  heard
• 35:25
  as
• 35:25
  well.
• 35:26
  So
• 35:26
  I'll
• 35:27
  continue
• 35:27
  with
• 35:27
  my
• 35:27
  sarcastic
• 35:28
  LinkedIn
• 35:28
  comments
• 35:29
  and
• 35:29
  I'll
• 35:29
  even
• 35:29
  deliberately
• 35:30
  throw
• 35:30
  in
• 35:30
  a
• 35:30
  few
• 35:31
  typos
• 35:31
  as
• 35:31
  well
• 35:31
  here
• 35:32
  and
• 35:32
  there,
• 35:32
  just,
• 35:32
  just
• 35:33
  to
• 35:33
  add
• 35:33
  a
• 35:33
  bit
• 35:33
  of
• 35:33
  charm
• 35:34
  to
• 35:34
  them,
• 35:34
  you
• 35:34
  know.
• 35:34
  Yeah,
• 35:35
  my
• 35:35
  typos
• 35:35
  are
• 35:35
  deliberate
• 35:36
  also.
• 35:38
  So
• 35:39
  like
• 35:39
  I've
• 35:39
  got
• 35:39
  the
• 35:39
  we've
• 35:40
  now
• 35:40
  both
• 35:40
  got
• 35:40
  the
• 35:41
  baked
• 35:41
  in
• 35:41
  excuse
• 35:41
  for
• 35:41
  the
• 35:42
  rest
• 35:42
  of
• 35:42
  our
• 35:42
  lives.
• 35:42
  Like,
• 35:42
  oh,
• 35:42
  I
• 35:43
  was
• 35:43
  trying
• 35:43
  to
• 35:43
  pattern
• 35:43
  interrupt.
• 35:44
  It's
• 35:44
  fine.
• 35:44
  You
• 35:44
  know,
• 35:45
  just
• 35:46
  I
• 35:46
  think
• 35:46
  about
• 35:46
  my
• 35:47
  handwriting
• 35:47
  and
• 35:48
  spelling
• 35:49
  always
• 35:49
  sucked
• 35:50
  and
• 35:50
  I
• 35:50
  used
• 35:51
  to
• 35:51
  get
• 35:51
  horrible
• 35:52
  grades
• 35:52
  in
• 35:52
  school
• 35:52
  for
• 35:53
  that.
• 35:53
  It
• 35:53
  really
• 35:53
  brought
• 35:53
  me
• 35:54
  down.
• 35:54
  How
• 35:55
  important
• 35:55
  was
• 35:56
  that
• 35:56
  skill
• 35:57
  that
• 35:57
  I
• 35:57
  didn't
• 35:57
  learn
• 35:58
  today
• 35:59
  with
• 35:59
  Grammarly
• 36:00
  spell
• 36:00
  check
• 36:00
  and
• 36:01
  everything
• 36:01
  I
• 36:02
  do
• 36:02
  is
• 36:02
  typed.
• 36:03
  Well,
• 36:03
  no
• 36:03
  regrets.
• 36:04
  It
• 36:04
  was,
• 36:05
  it
• 36:05
  was
• 36:05
  fun
• 36:05
  at
• 36:05
  the
• 36:05
  time.
• 36:06
  So
• 36:07
  what
• 36:07
  are
• 36:07
  we
• 36:07
  teaching
• 36:07
  our
• 36:08
  kids
• 36:08
  today
• 36:10
  that
• 36:10
  they
• 36:10
  don't
• 36:11
  need
• 36:12
  when
• 36:12
  they're,
• 36:14
  you
• 36:14
  know,
• 36:14
  running
• 36:15
  their
• 36:15
  own
• 36:15
  lives
• 36:15
  and
• 36:16
  in
• 36:16
  business?
• 36:16
  Yeah,
• 36:17
  pretty
• 36:17
  much
• 36:17
  anything.
• 36:17
  How
• 36:18
  to
• 36:18
  memorize
• 36:18
  facts
• 36:19
  seems
• 36:19
  to
• 36:19
  be
• 36:19
  a
• 36:19
  pretty
• 36:19
  dead
• 36:20
  process
• 36:20
  to
• 36:20
  me
• 36:20
  now.
• 36:21
  What?
• 36:22
  Why?
• 36:23
  Yeah,
• 36:24
  extensive
• 36:24
  recall
• 36:25
  of
• 36:25
  a
• 36:26
  number
• 36:26
  of
• 36:26
  complex
• 36:26
  facts.
• 36:28
  I
• 36:28
  know
• 36:28
  a
• 36:28
  couple
• 36:29
  of
• 36:29
  systems
• 36:29
  that
• 36:29
  can
• 36:29
  do
• 36:29
  that
• 36:30
  just
• 36:30
  great.
• 36:30
  In
• 36:30
  fact,
• 36:30
  I've
• 36:31
  been
• 36:31
  able
• 36:31
  to
• 36:31
  do
• 36:31
  that
• 36:31
  great
• 36:31
  for
• 36:32
  the
• 36:32
  last
• 36:32
  20
• 36:32
  years.
• 36:33
  The
• 36:33
  only
• 36:34
  thing
• 36:34
  I
• 36:34
  can
• 36:34
  remember
• 36:34
  is
• 36:35
  when
• 36:35
  was
• 36:35
  the
• 36:36
  War
• 36:36
  of
• 36:36
  1812
• 36:37
  and
• 36:37
  who's
• 36:38
  buried
• 36:38
  in
• 36:38
  Grant's
• 36:39
  grave.
• 36:41
  Yeah,
• 36:43
  I
• 36:43
  got
• 36:43
  both
• 36:43
  of
• 36:43
  those
• 36:44
  on
• 36:44
  lock
• 36:44
  for
• 36:45
  sure.
• 36:47
  One
• 36:47
  last
• 36:47
  one
• 36:48
  for
• 36:48
  you,
• 36:48
  Glenn,
• 36:48
  about
• 36:49
  looking
• 36:49
  beyond
• 36:49
  the
• 36:50
  data.
• 36:50
  You've
• 36:50
  been
• 36:51
  coaching
• 36:51
  for
• 36:51
  a
• 36:51
  long
• 36:51
  time.
• 36:52
  You
• 36:52
  are
• 36:53
  Inc's
• 36:54
  best
• 36:54
  business
• 36:55
  coach
• 36:55
  of
• 36:55
  2026
• 36:56
  or
• 36:56
  one
• 36:56
  of
• 36:57
  you
• 36:57
  must
• 36:57
  have
• 36:57
  seen
• 36:58
  lots
• 36:58
  of
• 36:58
  people.
• 36:59
  And
• 37:01
  you
• 37:01
  talk
• 37:01
  about
• 37:01
  those
• 37:01
  conversion
• 37:02
  percentages
• 37:03
  between
• 37:03
  funnel
• 37:03
  stages
• 37:04
  going
• 37:04
  up.
• 37:05
  That
• 37:05
  can
• 37:06
  happen
• 37:06
  because
• 37:06
  someone's
• 37:07
  brilliant
• 37:07
  and
• 37:08
  has
• 37:08
  a
• 37:08
  brilliant
• 37:08
  product
• 37:08
  or
• 37:09
  that
• 37:09
  can
• 37:09
  happen
• 37:09
  because
• 37:09
  someone's
• 37:10
  lucky
• 37:11
  as
• 37:11
  well.
• 37:12
  I've
• 37:12
  seen
• 37:12
  both
• 37:13
  gate.
• 37:13
  Right
• 37:13
  place,
• 37:13
  right
• 37:14
  time,
• 37:14
  right
• 37:14
  product.
• 37:14
  And
• 37:15
  they're
• 37:15
  not
• 37:15
  necessarily
• 37:15
  that
• 37:16
  brilliant.
• 37:16
  All
• 37:16
  the
• 37:16
  products,
• 37:17
  not
• 37:17
  necessarily
• 37:17
  that
• 37:18
  those
• 37:18
  shattering.
• 37:19
  How
• 37:19
  do
• 37:19
  you.
• 37:19
  How
• 37:19
  can
• 37:19
  you
• 37:19
  tell
• 37:20
  the
• 37:20
  difference
• 37:20
  when
• 37:20
  you
• 37:21
  know
• 37:21
  the
• 37:21
  data
• 37:21
  and
• 37:22
  the
• 37:22
  increase
• 37:22
  in
• 37:22
  conversion
• 37:23
  will
• 37:23
  look
• 37:23
  the
• 37:23
  same
• 37:23
  across
• 37:24
  both
• 37:24
  of
• 37:24
  those
• 37:24
  cases.
• 37:25
  You
• 37:25
  know,
• 37:25
  success
• 37:25
  in
• 37:26
  a
• 37:26
  business
• 37:26
  is
• 37:26
  a
• 37:27
  six
• 37:27
  sided
• 37:27
  die.
• 37:28
  It's
• 37:28
  actually
• 37:28
  probably
• 37:29
  more
• 37:29
  like
• 37:29
  a
• 37:29
  20
• 37:29
  sided
• 37:30
  die,
• 37:30
  but
• 37:30
  we'll
• 37:30
  simplify
• 37:31
  it.
• 37:31
  It's
• 37:31
  a
• 37:32
  six
• 37:32
  sided
• 37:32
  die.
• 37:33
  I
• 37:33
  don't
• 37:33
  want
• 37:33
  too
• 37:33
  much
• 37:34
  data.
• 37:34
  And
• 37:35
  when
• 37:36
  you
• 37:36
  throw
• 37:36
  that
• 37:36
  die,
• 37:37
  if
• 37:37
  you're
• 37:38
  betting
• 37:38
  on
• 37:38
  Six.
• 37:38
  You
• 37:39
  have
• 37:39
  a
• 37:39
  one
• 37:39
  in
• 37:39
  six
• 37:40
  chance.
• 37:41
  The
• 37:42
  rest
• 37:42
  is
• 37:42
  luck.
• 37:43
  It
• 37:43
  is
• 37:43
  lucky.
• 37:44
  Now
• 37:44
  if
• 37:44
  you're
• 37:45
  really
• 37:45
  smart
• 37:46
  and
• 37:47
  you,
• 37:47
  you
• 37:48
  apply
• 37:48
  your
• 37:48
  intelligence
• 37:49
  correctly,
• 37:51
  you
• 37:51
  get
• 37:52
  a,
• 37:52
  you
• 37:52
  get,
• 37:53
  you
• 37:53
  get
• 37:53
  a
• 37:54
  four
• 37:54
  sided
• 37:55
  die.
• 37:55
  So
• 37:55
  now
• 37:55
  you
• 37:56
  have
• 37:56
  a
• 37:56
  one
• 37:56
  in
• 37:56
  four
• 37:56
  chance.
• 37:57
  Right.
• 37:58
  If
• 37:59
  you
• 37:59
  work
• 37:59
  really
• 37:59
  hard,
• 38:00
  you
• 38:01
  get
• 38:01
  to
• 38:01
  throw
• 38:01
  the,
• 38:01
  Dwight
• 38:02
  the
• 38:02
  the
• 38:03
  dice
• 38:03
  twice.
• 38:04
  Now
• 38:04
  somebody
• 38:05
  who's
• 38:05
  not
• 38:05
  smart
• 38:06
  and
• 38:07
  somebody
• 38:07
  who
• 38:07
  doesn't
• 38:08
  work
• 38:08
  hard
• 38:08
  who
• 38:08
  throws
• 38:09
  the
• 38:09
  dice
• 38:09
  still
• 38:10
  has
• 38:10
  a
• 38:10
  chance
• 38:10
  of
• 38:10
  getting
• 38:11
  a
• 38:11
  six.
• 38:12
  Somebody
• 38:12
  who
• 38:13
  works
• 38:13
  hard
• 38:13
  and
• 38:15
  is
• 38:15
  and
• 38:16
  uses
• 38:16
  their
• 38:16
  intelligence
• 38:17
  correctly
• 38:18
  has
• 38:18
  the
• 38:18
  best
• 38:18
  chance.
• 38:19
  But
• 38:19
  luck
• 38:20
  is
• 38:20
  still
• 38:20
  involved.
• 38:21
  One
• 38:21
  of
• 38:21
  the
• 38:22
  worst
• 38:22
  thing
• 38:22
  I've
• 38:22
  seen
• 38:23
  happen
• 38:23
  is
• 38:24
  a
• 38:24
  good
• 38:25
  smart
• 38:25
  person
• 38:26
  hits
• 38:27
  six
• 38:27
  on
• 38:27
  their
• 38:28
  first
• 38:28
  roll
• 38:29
  and
• 38:29
  discounts
• 38:30
  luck
• 38:31
  and
• 38:31
  believes
• 38:32
  it's
• 38:32
  them.
• 38:33
  Those
• 38:33
  are
• 38:33
  people
• 38:33
  who
• 38:34
  all
• 38:35
  of
• 38:35
  a
• 38:35
  sudden
• 38:36
  know
• 38:36
  who's
• 38:36
  buried
• 38:37
  in
• 38:37
  the
• 38:37
  tomb
• 38:37
  of
• 38:37
  the
• 38:38
  unknown
• 38:38
  soldier.
• 38:39
  They
• 38:39
  don't
• 38:39
  learn,
• 38:40
  they
• 38:40
  don't
• 38:41
  learn
• 38:41
  from
• 38:41
  their
• 38:41
  failure
• 38:42
  because
• 38:42
  they
• 38:42
  never
• 38:42
  had
• 38:43
  a
• 38:43
  failure.
• 38:44
  They
• 38:44
  don't
• 38:44
  have
• 38:45
  the
• 38:45
  grit
• 38:45
  of
• 38:45
  having
• 38:46
  to
• 38:46
  pick
• 38:47
  themselves
• 38:47
  up.
• 38:48
  And
• 38:49
  so
• 38:49
  one
• 38:49
  of
• 38:49
  the
• 38:49
  worst
• 38:50
  things
• 38:50
  is
• 38:50
  to,
• 38:51
  no
• 38:51
  matter
• 38:52
  how
• 38:52
  smart
• 38:52
  you
• 38:52
  are,
• 38:53
  no
• 38:53
  matter
• 38:53
  how
• 38:53
  hard
• 38:53
  you
• 38:54
  work
• 38:54
  is
• 38:55
  to
• 38:55
  hit
• 38:55
  that
• 38:55
  six
• 38:56
  and
• 38:56
  believe
• 38:56
  it
• 38:56
  was
• 38:56
  all
• 38:57
  you.
• 38:57
  Yeah.
• 38:58
  That
• 38:58
  must
• 38:59
  be
• 38:59
  comforting
• 39:00
  to
• 39:00
  folks
• 39:00
  who
• 39:01
  don't
• 39:01
  necessarily
• 39:01
  roll
• 39:02
  the
• 39:02
  six
• 39:02
  the
• 39:03
  first
• 39:03
  time.
• 39:04
  That
• 39:04
  gives
• 39:04
  you
• 39:04
  a
• 39:05
  way
• 39:05
  to
• 39:05
  offer
• 39:05
  some
• 39:05
  crumbs
• 39:06
  of
• 39:06
  comfort.
• 39:06
  And
• 39:06
  I
• 39:07
  really
• 39:08
  neat,
• 39:09
  a
• 39:10
  really
• 39:10
  neat
• 39:10
  analogy
• 39:11
  there.
• 39:11
  That's,
• 39:12
  maybe
• 39:12
  I
• 39:12
  do
• 39:12
  it
• 39:12
  because
• 39:13
  it's.
• 39:14
  It'S
• 39:14
  a
• 39:14
  good
• 39:14
  way
• 39:14
  to
• 39:14
  say
• 39:15
  Look,
• 39:15
  I've
• 39:16
  had
• 39:16
  three
• 39:16
  huge
• 39:17
  wins
• 39:18
  in
• 39:19
  45
• 39:20
  years
• 39:20
  of
• 39:20
  business.
• 39:21
  One
• 39:22
  IPO,
• 39:22
  two
• 39:23
  great
• 39:23
  sales,
• 39:25
  but
• 39:25
  I've
• 39:25
  rolled
• 39:25
  the
• 39:26
  dice
• 39:26
  30
• 39:27
  times.
• 39:28
  Right.
• 39:29
  So
• 39:29
  for
• 39:29
  those
• 39:29
  three,
• 39:29
  I've,
• 39:30
  I
• 39:30
  have
• 39:31
  25
• 39:32
  or
• 39:32
  so
• 39:33
  snake
• 39:34
  eyes.
• 39:35
  Right.
• 39:36
  So
• 39:36
  I've
• 39:36
  really
• 39:37
  learned.
• 39:37
  Yeah.
• 39:38
  And
• 39:38
  that
• 39:39
  you,
• 39:39
  you
• 39:39
  had
• 39:39
  fewer
• 39:39
  and
• 39:39
  fewer
• 39:40
  face
• 39:40
  on
• 39:40
  the,
• 39:40
  on
• 39:41
  the
• 39:41
  dice
• 39:41
  as
• 39:41
  you've,
• 39:42
  as
• 39:43
  you've
• 39:43
  gone
• 39:43
  on.
• 39:43
  Well.
• 39:44
  And
• 39:44
  the
• 39:44
  other
• 39:44
  thing
• 39:44
  is,
• 39:44
  you
• 39:45
  know
• 39:45
  what,
• 39:45
  getting
• 39:46
  snake
• 39:46
  eyes
• 39:47
  doesn't
• 39:47
  bother
• 39:48
  me
• 39:49
  because
• 39:49
  I've
• 39:49
  had
• 39:49
  it
• 39:49
  enough
• 39:50
  that
• 39:50
  I'm
• 39:50
  not
• 39:50
  afraid
• 39:51
  of
• 39:51
  it.
• 39:51
  So
• 39:51
  the
• 39:51
  fear
• 39:52
  doesn't
• 39:52
  hold
• 39:52
  me
• 39:53
  back.
• 39:54
  Yeah,
• 39:54
  I,
• 39:55
  I
• 39:55
  think,
• 39:55
  yeah.
• 39:56
  And
• 39:56
  as
• 39:56
  long
• 39:56
  as
• 39:56
  you
• 39:56
  can
• 39:57
  internalize
• 39:58
  the
• 39:58
  snake
• 39:58
  eyes
• 39:58
  as
• 39:58
  a
• 39:59
  lesson,
• 40:00
  take
• 40:00
  that,
• 40:00
  add
• 40:00
  it
• 40:00
  to
• 40:00
  your
• 40:01
  arsenal
• 40:01
  of
• 40:01
  skills
• 40:01
  and
• 40:02
  knowledge
• 40:02
  and
• 40:02
  then
• 40:02
  move
• 40:02
  forward
• 40:03
  knowing
• 40:04
  that
• 40:04
  the,
• 40:04
  the
• 40:05
  dice
• 40:05
  will
• 40:05
  be
• 40:05
  more
• 40:06
  in
• 40:06
  your
• 40:06
  favor
• 40:06
  next
• 40:06
  time
• 40:07
  then
• 40:07
  I
• 40:07
  think
• 40:07
  that's,
• 40:08
  and
• 40:08
  don't
• 40:09
  saying.
• 40:09
  And
• 40:09
  when
• 40:09
  you,
• 40:10
  when
• 40:10
  they
• 40:10
  come
• 40:10
  up
• 40:10
  snake
• 40:11
  eyes,
• 40:11
  don't
• 40:11
  blame
• 40:11
  it
• 40:11
  on
• 40:12
  luck.
• 40:12
  You
• 40:13
  know,
• 40:13
  analyze
• 40:14
  what
• 40:14
  you
• 40:14
  could
• 40:14
  have
• 40:14
  done
• 40:14
  better
• 40:15
  because
• 40:15
  some,
• 40:15
  because
• 40:16
  luck
• 40:16
  is,
• 40:16
  is,
• 40:17
  you
• 40:17
  know,
• 40:17
  well,
• 40:17
  luck.
• 40:18
  Maybe
• 40:18
  I
• 40:19
  just
• 40:19
  had
• 40:19
  bad
• 40:19
  timing.
• 40:20
  Well,
• 40:21
  that's
• 40:21
  on
• 40:21
  me
• 40:21
  too.
• 40:22
  Yeah,
• 40:22
  yeah,
• 40:23
  it's
• 40:25
  absolutely
• 40:25
  true.
• 40:25
  So
• 40:26
  you
• 40:26
  know,
• 40:26
  accountability
• 40:27
  for
• 40:27
  your
• 40:27
  outcomes,
• 40:29
  including
• 40:29
  when
• 40:29
  you
• 40:29
  fail,
• 40:30
  but
• 40:31
  accountability
• 40:31
  for
• 40:32
  outcomes
• 40:33
  with
• 40:33
  limited
• 40:34
  acknowledgement
• 40:35
  that
• 40:35
  other
• 40:35
  factors
• 40:36
  were
• 40:36
  also
• 40:36
  in
• 40:36
  play
• 40:37
  at
• 40:37
  the
• 40:37
  time
• 40:37
  as
• 40:37
  well.
• 40:38
  So
• 40:38
  I
• 40:38
  like
• 40:39
  that
• 40:39
  it's
• 40:39
  a
• 40:39
  good
• 40:39
  way
• 40:39
  to
• 40:39
  say
• 40:40
  humble
• 40:41
  and
• 40:41
  grounded.
• 40:41
  It's
• 40:42
  the
• 40:43
  best
• 40:43
  leaders,
• 40:45
  they
• 40:45
  take
• 40:45
  credit
• 40:46
  for
• 40:46
  the
• 40:47
  team's
• 40:47
  failures
• 40:48
  and
• 40:49
  pass
• 40:49
  around
• 40:50
  and
• 40:51
  pass
• 40:52
  around
• 40:52
  credit
• 40:53
  to
• 40:53
  the
• 40:54
  team
• 40:54
  for
• 40:54
  the
• 40:54
  wins.
• 40:55
  Yeah,
• 40:55
  not
• 40:56
  saying
• 40:56
  that
• 40:56
  too
• 40:56
  much,
• 40:56
  but
• 40:57
  I,
• 40:59
  I
• 40:59
  know
• 41:00
  it's
• 41:00
  certainly
• 41:00
  something
• 41:00
  to
• 41:01
  aspire
• 41:01
  to
• 41:01
  and
• 41:01
  it's
• 41:02
  something
• 41:02
  that
• 41:02
  comes
• 41:03
  at
• 41:03
  a
• 41:03
  cost
• 41:03
  to
• 41:04
  the,
• 41:04
  to
• 41:04
  the
• 41:04
  leader
• 41:04
  involved.
• 41:05
  So
• 41:05
  you're
• 41:05
  not
• 41:06
  one
• 41:06
  of
• 41:06
  the
• 41:07
  coaching
• 41:07
  clients
• 41:08
  who
• 41:08
  have
• 41:08
  had
• 41:09
  asked
• 41:09
  one
• 41:10
  of
• 41:10
  my
• 41:10
  meanest,
• 41:11
  nastiest
• 41:11
  questions,
• 41:12
  which
• 41:12
  is
• 41:12
  what
• 41:13
  if
• 41:14
  it
• 41:14
  wasn't
• 41:14
  everybody
• 41:15
  else's
• 41:15
  fault,
• 41:16
  whose
• 41:17
  fault
• 41:17
  would
• 41:17
  it
• 41:17
  be?
• 41:19
  Yeah,
• 41:20
  if
• 41:20
  anything,
• 41:20
  I
• 41:20
  think
• 41:20
  I've
• 41:21
  got.
• 41:21
  I'm
• 41:21
  more
• 41:21
  predisposed
• 41:22
  to
• 41:23
  jumping
• 41:24
  straight
• 41:24
  to
• 41:24
  answer
• 41:25
  two
• 41:25
  before
• 41:25
  even
• 41:25
  considering
• 41:26
  answer
• 41:26
  one.
• 41:26
  So
• 41:27
  yeah,
• 41:28
  we'll
• 41:29
  continue.
• 41:29
  Well,
• 41:30
  glad
• 41:30
  I've
• 41:31
  learned
• 41:31
  too
• 41:31
  much
• 41:31
  today
• 41:32
  and
• 41:32
  thanks
• 41:32
  for
• 41:33
  sharing
• 41:33
  with
• 41:33
  everyone.
• 41:33
  We've
• 41:34
  learned
• 41:34
  about
• 41:34
  the
• 41:34
  true
• 41:34
  definition
• 41:35
  of
• 41:35
  intelligence.
• 41:35
  We've
• 41:36
  learned
• 41:36
  that
• 41:36
  too
• 41:36
  much
• 41:36
  data
• 41:37
  can
• 41:37
  be
• 41:37
  a
• 41:37
  bad
• 41:37
  thing.
• 41:39
  We
• 41:39
  haven't
• 41:40
  learned
• 41:40
  who
• 41:40
  is
• 41:40
  buried
• 41:41
  in
• 41:41
  the
• 41:41
  tomb
• 41:41
  of
• 41:41
  the
• 41:41
  unknown
• 41:42
  soldier,
• 41:43
  but
• 41:43
  we
• 41:43
  do
• 41:43
  know
• 41:43
  a
• 41:43
  bit
• 41:43
  more
• 41:44
  about
• 41:44
  Ulysses.
• 41:44
  I
• 41:44
  can
• 41:45
  tell
• 41:45
  you
• 41:45
  who
• 41:45
  to
• 41:45
  ask.
• 41:46
  Oh,
• 41:47
  none
• 41:47
  of
• 41:48
  them
• 41:48
  are
• 41:48
  my
• 41:48
  clients.
• 41:49
  Oh,
• 41:49
  there
• 41:49
  you
• 41:49
  go.
• 41:50
  There
• 41:50
  you
• 41:50
  go.
• 41:51
  No,
• 41:51
  but
• 41:51
  I'm
• 41:51
  sure
• 41:51
  it's
• 41:52
  this
• 41:52
  guy.
• 41:53
  I'm
• 41:53
  sure
• 41:53
  it's
• 41:54
  this
• 41:54
  guy.
• 41:56
  And
• 41:56
  we've
• 41:56
  learned
• 41:57
  about
• 41:57
  the,
• 41:57
  the
• 41:57
  many
• 41:58
  sided
• 41:58
  dice
• 41:58
  of
• 41:59
  entrepreneurship
• 41:59
  and
• 42:00
  what
• 42:00
  you
• 42:00
  can
• 42:00
  do
• 42:01
  to
• 42:02
  adjust
• 42:02
  the
• 42:02
  odds
• 42:03
  for
• 42:03
  and
• 42:03
  against
• 42:04
  your
• 42:04
  favor.
• 42:04
  So
• 42:05
  yeah,
• 42:06
  thank
• 42:06
  you
• 42:07
  so
• 42:07
  much
• 42:07
  for
• 42:07
  bringing
• 42:07
  your
• 42:08
  Inc.
• 42:08
  Recognized
• 42:09
  business
• 42:09
  coach
• 42:09
  skills
• 42:09
  onto
• 42:10
  the
• 42:11
  the
• 42:12
  the
• 42:12
  podcast.
• 42:12
  Very
• 42:13
  much
• 42:13
  appreciated.
• 42:14
  I'm
• 42:14
  sure
• 42:14
  folks
• 42:15
  are
• 42:15
  interested.
• 42:15
  We
• 42:16
  didn't
• 42:16
  even
• 42:16
  touch
• 42:16
  on
• 42:16
  the
• 42:16
  fact
• 42:17
  that
• 42:17
  you
• 42:17
  are
• 42:17
  a
• 42:18
  super
• 42:18
  successful
• 42:19
  author
• 42:19
  as
• 42:19
  well
• 42:20
  as
• 42:20
  business
• 42:20
  coach,
• 42:21
  entrepreneur,
• 42:21
  CEO,
• 42:22
  salesperson,
• 42:23
  all
• 42:23
  of
• 42:23
  these
• 42:23
  many
• 42:24
  strings
• 42:24
  that
• 42:24
  you
• 42:24
  have
• 42:24
  to
• 42:25
  your
• 42:25
  bow.
• 42:26
  Where
• 42:26
  would
• 42:26
  you
• 42:26
  if
• 42:27
  folks
• 42:27
  are
• 42:27
  interested
• 42:27
  in
• 42:27
  learning
• 42:28
  more
• 42:28
  about
• 42:28
  you,
• 42:28
  like
• 42:28
  where
• 42:29
  would
• 42:29
  you
• 42:29
  encourage
• 42:29
  them
• 42:29
  to.
• 42:30
  To
• 42:30
  find
• 42:30
  you?
• 42:31
  So
• 42:31
  my
• 42:32
  business
• 42:32
  website
• 42:33
  is
• 42:33
  CxO
• 42:36
  elevate1word.com
• 42:38
  and
• 42:38
  then
• 42:39
  my
• 42:39
  author
• 42:39
  website
• 42:40
  which
• 42:40
  features
• 42:41
  my
• 42:41
  leadership
• 42:42
  book.
• 42:42
  And
• 42:43
  then
• 42:43
  I
• 42:43
  have
• 42:44
  a
• 42:44
  series
• 42:44
  of
• 42:45
  seven
• 42:45
  fiction
• 42:46
  books,
• 42:46
  Thrillers.
• 42:47
  Author
• 42:47
  Glenn
• 42:48
  Hellman
• 42:48
  One
• 42:48
  Word,
• 42:49
  no
• 42:49
  Dots
• 42:49
  Author
• 42:50
  Glenn
• 42:50
  Hellman
• 42:51
  with
• 42:51
  1N
• 42:51
  in
• 42:51
  glenn.com
• 42:54
  okay,
• 42:54
  excellent.
• 42:55
  Well,
• 42:55
  thanks
• 42:55
  so
• 42:55
  much
• 42:56
  for
• 42:56
  sharing
• 42:56
  your
• 42:56
  time
• 42:56
  with
• 42:57
  us
• 42:57
  and
• 42:57
  I
• 42:57
  for
• 42:58
  sure
• 42:58
  will
• 42:58
  see
• 42:58
  you
• 42:58
  very
• 42:59
  soon.
• 42:59
  Graham,
• 42:59
  let
• 43:00
  me
• 43:00
  tell
• 43:00
  you,
• 43:00
  this
• 43:00
  has
• 43:00
  really
• 43:01
  been
• 43:01
  a
• 43:01
  pleasure,
• 43:01
  great
• 43:02
  questions
• 43:03
  and
• 43:04
  it's
• 43:04
  good
• 43:05
  to
• 43:05
  be
• 43:05
  on
• 43:05
  the
• 43:06
  other
• 43:06
  side
• 43:06
  of
• 43:06
  the
• 43:07
  coaching
• 43:07
  thing
• 43:07
  where
• 43:07
  you
• 43:08
  are
• 43:08
  asking
• 43:08
  the
• 43:08
  questions
• 43:09
  and
• 43:09
  putting
• 43:09
  the
• 43:09
  heat
• 43:10
  on
• 43:10
  me.
• 43:10
  Yeah,
• 43:11
  well,
• 43:11
  back
• 43:11
  to
• 43:12
  the
• 43:12
  normal
• 43:12
  routines
• 43:12
  thing.
• 43:13
  But
• 43:13
  yeah,
• 43:14
  I
• 43:14
  love
• 43:14
  reversing
• 43:15
  it
• 43:16
  for
• 43:17
  this
• 43:17
  time
• 43:17
  around.
• 43:18
  All
• 43:18
  right.
• 43:18
  All
• 43:19
  right,
• 43:19
  Take
• 43:19
  care.
• 43:19
  Thanks
• 43:19
  for
• 43:20
  tuning
• 43:20
  in
• 43:20
  to
• 43:20
  Transformed
• 43:21
  with
• 43:21
  Data.
• 43:22
  If
• 43:22
  today's
• 43:23
  conversation
• 43:23
  gave
• 43:23
  you
• 43:23
  even
• 43:24
  one
• 43:24
  insight,
• 43:24
  one
• 43:25
  aha
• 43:25
  moment,
• 43:25
  or
• 43:26
  one
• 43:26
  new
• 43:26
  idea
• 43:26
  to
• 43:27
  take
• 43:27
  action
• 43:27
  on,
• 43:28
  do
• 43:28
  me
• 43:28
  a
• 43:28
  favor,
• 43:29
  subscribe,
• 43:30
  leave
• 43:30
  a
• 43:30
  review,
• 43:30
  and
• 43:31
  share
• 43:31
  this
• 43:31
  with
• 43:31
  someone
• 43:31
  who's
• 43:32
  ready
• 43:32
  to
• 43:32
  level
• 43:32
  up.
• 43:33
  Until
• 43:33
  next
• 43:33
  time,
• 43:34
  keep
• 43:34
  asking
• 43:34
  the
• 43:35
  right
• 43:35
  questions,
• 43:36
  keep
• 43:36
  challenging
• 43:36
  the
• 43:36
  status
• 43:37
  quo,
• 43:37
  and
• 43:38
  keep
• 43:38
  transforming
• 43:39
  with
• 43:39
  Data.