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The Expert Approach to Free Business Publicity · The One Small Change Podcast

0:00
Welcome to the One Small Change. I am so thrilled that you've taken the
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time out of your schedule to join me on this journey of exploration and
0:08
transformation. And I'm your host, Yvonne McCoy, and I bring almost 30 years
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of entrepreneurial experience. And I have a passion for
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discovering growth through the power of seemingly one, seemingly small
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change. And sometimes I can even say it correctly. But
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anyway, this week I want to share somebody new with you
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who's going to share a small, unexpected or
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insignificant decision that sparked a remarkable
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transformation in their life, whether personal or
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professional. And today we're going to be talking to
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somebody who's talking about something totally different than I've ever talked
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about before. And it's Robert Lang. Robert, thank
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you so much for joining me. I am so excited to have you on the
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program. You are talking about an area that I know nothing about.
0:54
And I know. And as an entrepreneur, I should know more and
0:59
tribes should know more about this,
1:03
about what you do and why you what change
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happened that made you better at what you do than most people? That's a great
1:11
question. Well, first of all, thank you. Thank you for having me here. It's great
1:14
to be here. And I think this is
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a topic and a component of business that
1:22
gets overlooked and not talked about enough. So I think this is fantastic that you're
1:25
bringing it to the fore. Most people worldwide know me as the
1:29
expert expert. Very few people know me by my name. So if the name
1:32
doesn't sound familiar, that's why the expert expert is something I have been doing
1:37
almost 40 years. And it started with
1:42
entertainers. And I worked with a lot of entertainers. My background was in
1:46
entertainment. And entertainers
1:50
are among the worst business people you'd ever meet. They're
1:53
very creative types. They love the performance, but they're just lousy at the business.
1:57
So they needed somebody to structure the business behind what they did. And
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that's what I did, is I helped originally entertainers, now all kinds of
2:05
entrepreneurs and business owners create the business behind their skills,
2:08
talents and abilities. And I became known
2:12
for working with some real famous people, famous experts
2:17
Richard Simmons and Susie Orman, rich dad, poor dad, Robert
2:20
Kiyosaki, Orville Redenbacher, Michael Jordan and so many others.
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And that kind of put me on the map with a lot of people because
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the premise that we use for all of this is one of the
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components of my expert system, which is using the press and media.
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Most people don't think of the press and media as a
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business tool. They just think of it as something that we watch or listen to
2:43
or read or consume, but they don't think of it in the sense of a
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business tool. So my one thing as I. I
2:50
talk about in my, my speeches, my talks,
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is I found myself in a very
2:57
weird situation where I was on the
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air one day doing my radio show, and a lady called me and
3:05
said, you're the only person. I'm in a pickle and. And you're the only
3:09
person that can help me out. And I, you know,
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we hear all kinds of weird things from different listeners, and they're all so
3:16
fascinating. But this one seemed to be truly in a crisis situation.
3:20
And so my producer took her name and number and I called her back after
3:23
I got off the air. And long story short, I did
3:27
a lot of celebrity interviews on my radio show. And she. It was also
3:31
known by my listeners that I owned an entertainment agency,
3:35
our hometown. And this lady was from the regional office of
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Kmart in the Midwest. And they were
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grand opening for a Kmart store. This was two days before the grand
3:45
opening. They had Loretta Lynn, country superstar, scheduled to
3:49
appear, and she had to cancel. So here they had only had
3:53
48 hours to let people know about the cancellation and come up with another celebrity
3:56
to fill in. So she called me. I just had a couple of
4:00
celebrities on my show that day. She said, is there any way you could get
4:04
them or somebody else to come out here and appear? Could you host the event
4:07
and produce it for us? She was just all over, very
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disheveled. And I said, okay, well, let's, let's do this. Let me make a
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few calls. Long story short is I was able to find a couple of celebrities,
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but because we only had 48 hours, there was no time to do major
4:23
advertising. So I talked to my program
4:26
director and we put it on our radio station. And I
4:30
contacted other TV and radio personnel I knew in my market.
4:34
And they all said, sure, let's do this to help. This was a
4:38
big department store back in the day called Kmart. And
4:42
they were. When a Kmart opened in a community, it was kind of a big
4:45
deal. It did a lot for the economy and employment. And so they said, let's
4:49
all support this. And the lady tells me, she
4:53
said, we're expecting a few hundred people and my bosses are flying
4:56
in from corporate offices. And she was just shaking in her
5:00
boots. And I said, well, we'll do everything we can to make this a top
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notch thing. Long story short, we promoted it for 48 hours.
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I did all kinds of press and media interviews. To promote it.
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And over 3,000 people showed up. It was a
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fantastic success. The
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Kmart people and the bosses loved it. The audience
5:22
loved it. The celebrities that I had, which were from a soap opera at the
5:25
time, All My Children loved it. I loved it. My agency loved
5:29
it. And it led to Kmart calling
5:33
me the next Monday, asking me if I would do all of their grand openings.
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And I did that for the next eight years. And I used press and media
5:40
in everything I did. And even though I was in
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radio, I didn't understand the draw of press and
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media on a public level till I did that event
5:52
and then subsequent events after that. And then
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our story got picked up by ap, which is the
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Associated Press newswire. That means that they picked it
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up and they ran it in outlets all across the country. And
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so a few days later, I get a phone call, and it was from Oprah.
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And she said, oh, my gosh. I'm a big All My Children fan. I've been
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following what you do. I want to do a show with you and your
6:20
celebrities, but my studio isn't big enough to hold all the people
6:24
you've been drawing, so we want to do it from a suburban shopping
6:27
mall and so on and so forth. And
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it just was amazing. Thousand, maybe 10,000 people showed
6:35
up for that. And what it did is it showed me the power of pressing
6:39
media as a business tool and a marketing and promotional resource.
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And it's something that I then adapted to all of my businesses
6:47
back then. The agency, our radio station, you know, just so many
6:51
different things. And I was. Because of the Oprah thing, we went
6:55
nationwide really quick. This is before the Internet.
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And so I was getting business from all over the country asking
7:02
me how to do this. And so I've been doing press and media
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marketing and promotion for entrepreneurs and small businesses ever since.
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Okay. So, like I said, this is. This is
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the path that I have never been down before at all. And so
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we are starting with some of the most basic questions.
7:21
So the first question that comes to my mind is, I
7:25
mean, people have said to me at different times, you
7:29
should do press releases. But it seemed like,
7:33
you know, it's kind of like the paper may pick it up or they may
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not pick it up. I. Right. I mean, that's about all I know
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about. Okay. And the second
7:43
layer to that is, with newspapers on
7:47
the decline, you know, the smaller, you know, hometown
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newspapers are going out of business and that kind of stuff,
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is it still as viable as it was when you started
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doing it? Absolutely. Actually, it's
8:02
more viable today than ever before in the sense that
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there are more media outlets than ever before.
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We have the six major ones, the tv, radio, now
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podcast, and then magazines, newspaper and online media.
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Those are the ones most people are familiar with and aware of. But then
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when you get beyond that, there's so many
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specialty media that you may not even be aware
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of that weren't around a decade or two ago. You know, there
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is media for almost everything. There's knitting media,
8:35
there's Afghan media, there's, there's, you know,
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scrapbooking media. I had a trucker
8:42
client that was a cross the road trucker, and
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he created a course for truckers because young truckers weren't understanding
8:50
what a lot of the older truckers knew. And he took out an ad in
8:53
USA Today that I think cost $12,800 or something like that.
8:57
Didn't get a single inquiry. And somebody, he was so
9:01
bummed because he just blew $12,800. Somebody told
9:04
him about me and they connected him with me
9:08
and we work together. And like I said, you know, you're trying to
9:12
go for mainstream media and maybe the thing to do is start with
9:15
specialty media and then you can branch out. Much to
9:19
our surprise, there's a lot of trucker media. There were five
9:23
trucker magazines. There was a trucker radio network that had country
9:27
radio stations, rock, classic rock, gospel, all geared for
9:31
across the road truckers. And there was trucker television
9:34
networks that were used at all these truck stops around the country. So
9:38
we quickly got him in my program and I kind of coached
9:42
him a little bit. And he just. Now he's doing great. I think
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he sold like over 250 courses already. And it's just
9:49
phenomenal because of the power of the press and media. So I think the
9:53
miss the problem is there's a lot of misconceptions.
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And one of them is all you need to do is go online, get a
10:00
blank press release, fill it out, and then send it to the media
10:04
and they'll be knocking down your door to do an interview. And that, that
10:08
is so far from the truth.
10:13
Yes, it could happen. Even a broken clock is right twice a day. You know,
10:17
I mean, but in reality, that's not how it works. The media
10:21
works a very, very specific way. They have their own language,
10:24
their own system, and their own format that they work within. And
10:28
if you don't submit things in that, it's almost
10:33
I tell the station the story. I had a radio station and we used to
10:36
get two. This is in the day of faxes, okay, fax, broadcast,
10:40
faxing, we used to get 250 to 300
10:44
press releases a day. And they'd come in and
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right next to our fax machine was a big 55 gallon
10:51
garbage can. And we would look at the fax and we would know within
10:55
the first half, second to a second, whether it was something we would be
10:59
interested in or not. And if not, we'd throw it right in the garbage. And
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out of 250 or 300 today, only seven or eight of them
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would we actually keep. Because if you look at the press release,
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and even if it's a great topic, if it's not
11:13
formatted and media friendly as we call it, somebody at that
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media outlet has to rewrite and reformulate the whole thing. And it
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may take an hour or two of time. So the
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first part of that is press releases. There's nine different
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kinds of press releases. Most people don't understand that. And you got to have
11:32
the right one for the right job, and then you've got to know how to
11:34
create it and craft it and what to do with it. So there's a little
11:37
more to it than just that. And that's only one way to reach the
11:41
media is press releases. Now, there's other ways as well. All right,
11:45
you've said a couple of things I want to make sure that
11:48
I highlight. Okay, so for
11:52
those of us that know nothing and think of like press
11:56
releases and stuff as being just, you know, on the, the
11:59
big newspapers and stuff, that
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probably it, you know, it's that that concept of being a big
12:07
fish in a small pond versus being a small fish in a big
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pond for specialty outlets that
12:14
you will appeal to, you have a much better chance
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of, one, hitting your audience, two, having
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somebody pick it up. So did I get that right
12:25
in part? Yeah, I think that's right. In concept, the big thing is
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most people, when they contact the media, they do it. So
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almost from an ad perspective, an advertisement perspective,
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this is my business. This is what we do. And you know that.
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And the thing is, is
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that's not newsworthy. That's. That's. They might turn that over to the
12:50
sales department and they may have an account executive contact you to buy an
12:54
ad. But what we, what we're talking about is taking your
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business message and crafting it in a way
13:01
that it's a media story, a story that the media wants
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to pick up first. Let me clarify. When I say press and media, I'm not
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talking about pr. I'm not talking About a blurb or a mention.
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What I'm talking about are full length feature
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stories on you and your business, usually with photos,
13:21
often front page. And
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this is dedicated to you and what you do
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from a newsworthy angle or hook.
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And there are. That's one of the talents in my course
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and my coaching is teaching people how to craft their message
13:41
for the media. For example, speakers are used to
13:45
crafting their message for the stage. They don't think
13:48
of it for the media. And
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one of the things I teach in my signature program
13:56
is as I started this with
14:00
entertainers for entertainers. Now for business owners, there
14:04
are three different presentations or performances we
14:07
need to do. One of those is the one we do from the stage when
14:11
we're presenting and selling in our business and making an offer.
14:14
Another one is the one you do when you're talking to somebody, whether it's on
14:18
the phone, whether it's in a networking or
14:22
business group, something to generate business sales or relationships.
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There's a different presentation or performance you use for that.
14:29
And then the third one is the press
14:33
and media performance or presentation we do. And that's
14:36
crafted for that target audience, not for
14:41
JV partners or other businesses, not for
14:44
prospects or lead gen for clients that you're trying to get or
14:48
customers, but for the media. And it's kind of a skill
14:52
and ability that you have to learn how to adapt your message
14:55
to the media when with the right hook and the right
14:59
elements in place that make it media friendly. That was kind of the
15:03
second thing that I was going to say is
15:06
one of the things that I learned.
15:11
Whether you're writing a grant, whether you're talking or whatever is
15:16
kind of the first thing is what is the purpose of what you're doing
15:20
and who is your audience. Importantly, what's in it
15:24
for them? Right. You know, I mean, I mean,
15:28
I find even when people are doing their introductions and stuff, they're
15:31
going, I do this, I do this, I do this, I do this and it's
15:34
all about them. And I'm gonna buy from you. I don't care.
15:39
Yeah, yeah. What can you do for me? What are you gonna do for me?
15:43
Right. And so that's. That's exactly what you're saying.
15:47
Yeah. You know, why, why is my story
15:51
going to be helpful to your station or the people that are
15:54
listening? How is it going to help them? What is the information that I'm going
15:58
to get out there that's going to make people go, oh my God, this
16:01
station is wonderful because they're giving Me this kind of information
16:05
that's making me, the station, more of an expert in their,
16:09
you know, in their community. So I think that that
16:12
is, I mean, that is a good lesson not only for, you know, if
16:16
you're doing media, but just if you're talking to anybody. Absolutely.
16:20
It's kind of like if you're talking to school children, you're not going to give
16:23
them the, you know. Right.
16:27
Yeah. All right, so I'm smarter already.
16:31
There you go. Well, you got to remember this to what you just
16:35
said. The media, and so are we as
16:38
business owners, but to a different degree. The media is very
16:42
protective of their audience. They, they know their audience.
16:48
Their advertisers have to appeal to their audience. And if
16:52
they put something on their airwaves or in their pages, it's got to
16:56
be something that they feel is
16:59
representative to their audience. It's something that they want and they
17:03
feel that would fit with their station, their format, their
17:07
publication, their audience. The second thing is, you got to remember the
17:11
media is many things at once. It's informative,
17:14
it's educational, it's influential, it's persuasive,
17:20
it's entertaining, and it is
17:23
very powerful and credible. And when you appear
17:27
in the media, that credibility and positioning kind
17:31
of includes you. You're now part of that.
17:35
And that's one of the greatest benefits that I received early on was
17:40
realizing that that
17:43
credibility kind of spills over onto us and
17:47
you gain instant credibility because of it. And you've got to remember the other
17:51
benefits for why to do press and media. Some people do it for
17:54
greater exposure, to reach a larger, loyal audience,
17:58
for credibility, for positioning, to build a
18:02
lead generation, to build a mailing list or an emailing list
18:07
to separate yourself from the competition in your niche market or industry. I
18:11
just had a dry cleaner I worked with that said, hey, my clientele
18:15
is only in a 5 to 7 mile radius, but I have 5 other
18:19
dry cleaners in that area. I gotta do something, stand out from
18:23
the pack and to rise above that. And he used press and
18:26
media in a way. He took my course and then I think he actually
18:30
took a short coaching package because
18:34
he was having trouble with just what we were talking about of, okay, I know
18:37
what I do like the back of my hand, but I'm not sure how to
18:40
adapt that so that the media would be interested or that it would be. It
18:44
wouldn't just be a blatant advertisement for my thing.
18:47
And so I worked with him for a short period of
18:51
time and he got it the Light bulb went off. I could see that he
18:54
was making sense of it. And you got to remember, what I'm doing does not
18:58
include any immediate buys. No ad spends. You don't
19:02
ever spend a penny once you learn how to do it, it's a forever skill
19:05
that you can do over and over as often as you want. So I've got
19:09
people that are getting 10, $20,000 in press and
19:13
media coverage on their first time out, you know, much to
19:17
their surprise. And then once that happens, then they start thinking of those
19:21
terms, you know. So. All right,
19:25
I could keep, you know, talking to you for a long
19:29
time because, like, this is. This is a. A big hole that
19:33
I. So if you were talking to
19:37
people, what would. Like, three things that
19:40
people could, you know, take away from this talk that they could.
19:44
They could start to use or at least start thinking about it differently. Sure,
19:48
sure. Well, the first thing is
19:52
that press and media is something that's available to all businesses. It doesn't
19:56
matter what you do. I have yet in 38, almost 39 years,
20:00
found a business that we haven't been able to help or hasn't been able to
20:04
utilize this. You've got to think of it not as the
20:07
TV or radio station or magazine or newspaper that you read or watch,
20:11
but as a business resource that's available to you for free once
20:15
you learn how to do it. Right. So that's the first thing, I think the
20:19
people wrapping themselves around that. There's so many times that you'll watch
20:23
TV and see somebody on a feature or a segment of a
20:27
morning show and say, oh, gosh, that could be. Should be me. I'd love to
20:30
be on there talking about my business. Well, that's possible when you learn how to
20:33
do it. So that's the first thing. The second thing is
20:37
you have to understand how the media works, how the press and
20:41
media operates. The press and media,
20:45
to make a long story short, and I get into this in my course, was
20:48
created to tell a story. There was a train
20:52
crash and the
20:55
railroad wanted to put a certain story out there rather than
20:58
have people come investigate it and maybe twist it to something else.
21:02
So they created the press release and a press conference
21:06
where they told their story, and that's what people took as gospel, and it
21:10
ran from there. So the point is, they've always been very
21:13
specific about how they want information and how they package
21:17
information. Another misconception is that it's only
21:20
available to big companies, people that spend a lot of money as advertisers or
21:24
celebrities. And that's not true in reality.
21:28
I get people say all the time, well I'm just starting my business so I
21:31
don't think they'd be interested in me. And that's so not true.
21:35
No, you might not get on the Today show tomorrow, but like you say, you've
21:39
got your own newspapers, you've got your own TV and radio
21:43
stations and the media has certain topics
21:47
that are very business friendly
21:51
that if you can tie in or you fall in one of those categories. They
21:54
love women in business. They love the local entrepreneur
21:58
or business owner that does fine, that's doing well. They like
22:02
anything that's senior
22:05
prevention, like fraud or scam preventions, any consumer
22:09
advocacy or awareness. They like health and wellness. They like self
22:12
empowerment, they like women in business. I don't know if I said that
22:16
one. There's so many different things that they like.
22:20
So if you can adapt your message to those or if you cover
22:24
two or more, though I'm a local entrepreneur, that's a businesswoman in health and
22:28
wellness. My gosh, you've got three, three things on your, you know, in
22:31
your advantage right away then there are certain times of
22:35
the year that the press and media is looking for certain
22:38
themes. For example, we're coming up on the fall now
22:43
before, in just a few weeks it's going to be holiday
22:47
Black Friday, Cyber Monday, Small Business Saturday.
22:52
Right after the first of the year, it's going to be okay, New Year's
22:56
resolution starting anew. Let's all kind of take inventory
23:00
of ourselves and make this a great. So you've got that, you know, then you
23:04
got Valentine's Day and so on and so forth. You got the spring
23:07
holidays, you got spring cleaning. I tapped that dry cleaner
23:11
into this whole spring cleaning thing and we had a major
23:14
campaign we created around that that the press and media just loved. And
23:18
there's things, you know, vacation season, back to school. There's. There's just
23:22
certain elements throughout the year that you can tap
23:25
into. So it's really understanding the press and media on a
23:29
deeper level as then how that can pertain to your business. I mean, one of
23:32
the things that you just said that I say to my clients all the time
23:36
is I want you to create an annual
23:40
calendar. And I'm not talking about strategy and stuff like that.
23:44
Just like every time you go, oh, I should have done something for
23:47
that. Yeah, that's this, right, that on
23:51
your calendar for, you know, a month to six weeks earlier,
23:55
right? So that you can actually do something about it. So
23:59
for instance, I Know that everybody is
24:02
in January going to be, you know, I'm really thinking about how to
24:06
have a good year, I'm going to lose weight or whatever. Right. My
24:10
philosophy is to say to them in November, why wait
24:13
to January when you can hit January at
24:17
full speed? Right. And the other thing with
24:21
press and media is one of the things we teach too is
24:25
you have to work on their timetables, magazines especially
24:29
for the January edition to come out. Their cutoff for that might
24:32
be September 30th, that's their deadline. So they've got that
24:36
time to publish. So you've got to work on the timetables of the press and
24:40
media as well. So that kind of helps keep you accountable to what
24:44
you're talking about, where you create a year round schedule or plan of
24:48
attack. All right, I hate to do this, but we
24:51
are running out of time to keep
24:55
talking to you. This is fabulous
24:59
because I don't want people to walk away without that. I mean, I, I, I
25:02
personally have walked away with a couple of great ideas. It's
25:05
about your gift. Well, one of the things I,
25:09
I talk about this a lot and a lot of people are like, oh my
25:12
gosh, you really have me thinking. I never thought of pressing media that
25:16
way. I never knew as a business tool and I certainly didn't know it was
25:19
free once you learn how to do it. Because this can save, you know, so
25:23
much marketing. You're spending money and you don't know if it's going to work or
25:26
not or you're going to get a return. So what I did is I created
25:29
a special report which is called Getting Started
25:33
with Press and Media. And it's kind of an introduction to press and media marketing
25:36
and promotion, how I can adapt to your business, businesses of
25:40
all sizes, a little bit more background, some
25:43
examples and just much
25:47
more to help you get familiar than what we could get into here. And I've
25:51
got that available on my website, which is the expert,
25:54
expert.com and when you go to it,
25:58
there's a big red badge with a camera lady there
26:02
that says get your free report here. And you get that and it'll be emailed
26:06
to you right away. And then if,
26:09
if your interest is piqued and you can start seeing
26:13
a lot of people's wheels will start turning and saying, oh, I, I want
26:17
this to be me. This needs to be part of my business. Then I show
26:20
you ways that we can work together. You can find more
26:24
information about my course and training and coaching and all kinds of stuff.
26:29
You take my Breath away. Okay, let me see if I can
26:33
stump you. When was the last time you did something new for the first time?
26:38
Something new for the first time? Well, I will tell
26:41
you two quick
26:45
things. I was in radio for 25 years. Got out of radio,
26:49
couldn't listen to radio. I just distanced myself from it. Somebody came
26:53
to me and said, you got to check out this new thing called podcasting. And
26:56
I did, and it was terrible. Anybody that could record
26:59
on their computer all of a sudden was a podcaster. And as bad as
27:03
the hosts were, the guests were even worse. And now
27:07
it's one of my favorite types of media. It has grown, it's matured, it's become
27:11
a legitimate type of media. But what I like about it, like we're
27:15
doing right here, is it's long form media. It's so much oppressive
27:18
media. You might only have a three or seven minute segment or
27:22
something where you have to speak in sound bites and make sure you get everything
27:25
in. This is a longer form thing where we can tell stories, we can give
27:29
some background, we can do so much more. So that on a big
27:32
scale, the two big things were when Oprah called
27:37
and we got on there. The second time I went on Oprah was
27:41
with the Internet, and when she was big Oprah that we now know,
27:44
and we're talking just like you or I, and you don't realize that
27:48
she's got 26 million viewers and 21 or 23
27:52
countries watching, and people from all over the world came
27:56
in. So that was a big boost. And that surprised the heck out of me.
28:00
Podcasting and what it's become today has been another
28:03
great thing that's really excited. And then I
28:07
gotta say, adding AI into
28:10
this whole mix. Some people have asked me, is that part of your course or
28:14
training now? And it is becoming. It's not
28:18
replacing anything, but it's again, using it as a
28:22
tool to aid in what we're doing. It's been
28:25
quite exciting. So I think that's probably the most. Recent thing, and that
28:29
is a whole different podcast. It is.
28:33
All right, guys, here's the commercial. If you haven't done this yet, please
28:37
be sure to subscribe and share and engage in this podcast
28:41
on social media. And again, the reason I do this
28:45
is I want to supercharge your business through connection. I
28:48
want to introduce you to people that maybe you haven't had a chance
28:52
to meet yet, and that will change the way you think and fuel
28:56
your. Your growth and your impact. So I hope you will continue to join me.
29:00
On the one small change so that we can make changes in the world and
29:03
have a bold vis and discover innovative
29:07
possibilities and things that we never thought were possible, like
29:11
having a media presence. Okay, Rob, what are your last
29:15
words of wisdom for us? Well,
29:18
I just encourage everybody not to be
29:22
intimidated or afraid or. So many people get
29:25
stuck at getting started. And that can be for
29:29
beginners starting out, but it can also be for experienced people
29:33
and their approach or attitude towards something new. And
29:38
my biggest word is advice is
29:42
don't let that fear override. Confidence always prevails.
29:46
Confidence will get you to the goal line. Fear is an obstacle
29:49
that you have to overcome. And I tell this with all my press and media
29:53
students, is you'll be amazed at what happens when you do this.
29:57
And once they get that first round of media, they're. They're like, oh, my gosh,
30:00
we got to do more of this. So believe in yourself, remain
30:04
committed, and don't fear fear. What
30:08
you want to do is strive with confidence.
30:11
Oh, my God, this has been great. I can't believe that we have
30:15
to finish this. But my last words, as always,
30:19
is, remember, change can be simple, but it's not always easy.
30:23
It requires courage, resilience, and a willingness to step outside your
30:27
comfort zone. And so I want you to continue to join me for the one
30:30
small change so that you can do some of these things again, so that you
30:34
can come up with some innovative possibilities. And until the next time,
30:38
I encourage you to stay curious. Rob, thank you
30:42
so much. This has been fantastic. Thank you.