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🎧 How Poppi is recruiting it’s next employees on TikTok · Open Tabs

• 0:00
  SPEAKER_01: Hi,
• 0:01
  SPEAKER_01: welcome to today's OpenTabs Convo where we talk about the stories taking up space
• 0:07
  SPEAKER_01: in our tabs, our feeds, and our brains.
• 0:09
  SPEAKER_01: Hi, Melissa.
• 0:10
  SPEAKER_01: Hi, Megan.
• 0:11
  SPEAKER_01: Hello.
• 0:14
  SPEAKER_01: Okay, so gonna kick things off as always.
• 0:18
  SPEAKER_01: So we teased this on Tuesdays live, but We want to talk about it more in depth today.
• 0:27
  SPEAKER_01: So The Atlantic earlier this week released an article super interesting about
• 0:33
  SPEAKER_01: the celebrity influencer to real estate agent pipeline.
• 0:39
  SPEAKER_01: And it was super interesting.
• 0:41
  SPEAKER_01: So some notable people who have made the transition are Niamh Schulman of Catfish on MTV fame.
• 0:49
  SPEAKER_01: Rapper Vanilla Ice is now a real estate agent.
• 0:54
  SPEAKER_01: You can buy a house from him.
• 0:55
  SPEAKER_01: And then Dancing with the Stars Pro.
• 0:58
  SPEAKER_01: And then it seems to be big with retired professional athletes and then a lot
• 1:03
  SPEAKER_01: of content creators once there are Content creating income slows down,
• 1:08
  SPEAKER_01: they transition to real estate agents.
• 1:12
  SPEAKER_01: And what was crazy about this is that there is now currently more agents in
• 1:16
  SPEAKER_01: the United States than houses for sale.
• 1:20
  SPEAKER_01: And wanted to talk about this,
• 1:22
  SPEAKER_01: obviously,
• 1:22
  SPEAKER_01: because creators are involved,
• 1:23
  SPEAKER_01: but we have also worked with a couple real estate agents on their digital strategy.
• 1:30
  SPEAKER_01: And I think the transition makes a lot of sense.
• 1:34
  SPEAKER_01: If you already have an audience, usually it's tied to your local area, wherever you live.
• 1:40
  SPEAKER_01: I think it makes a lot of sense to then transition to homes in that area.
• 1:46
  SPEAKER_01: Do you guys have any thoughts?
• 1:49
  SPEAKER_00: No, I think you're right.
• 1:50
  SPEAKER_00: I think that does make a ton of sense.
• 1:52
  SPEAKER_00: And I also think this is reflective of like the change in the housing market
• 1:58
  SPEAKER_00: and kind of like What goes into buying a house now and what goes into selling
• 2:02
  SPEAKER_00: a house now?
• 2:03
  SPEAKER_00: And it's interesting that it's like the skills of an influencer are kind of
• 2:08
  SPEAKER_00: so uniquely transferable to house salesmanship.
• 2:14
  SPEAKER_00: But I also think it'll be interesting to see
• 2:17
  SPEAKER_00: as influencers bring their influencer sensibility to real estate,
• 2:21
  SPEAKER_00: how is that going to change the real estate economy and what that looks like,
• 2:25
  SPEAKER_00: you know?
• 2:27
  SPEAKER_02: I think that's really interesting.
• 2:30
  SPEAKER_02: Yeah, I mean,
• 2:30
  SPEAKER_02: I feel like when we,
• 2:32
  SPEAKER_02: you know,
• 2:32
  SPEAKER_02: we've worked, again,
• 2:33
  SPEAKER_02: as Emma said,
• 2:33
  SPEAKER_02: worked with a couple different real estate agents even in the past,
• 2:36
  SPEAKER_02: like, three to five years, I would say.
• 2:40
  SPEAKER_02: And it feels like every time we would work with the next client,
• 2:45
  SPEAKER_02: it felt more and more like a creator strategy.
• 2:47
  SPEAKER_02: It was kind of crazy, like, and there's such a playbook for it.
• 2:52
  SPEAKER_02: Like, it's not,
• 2:53
  SPEAKER_02: you know, like,
• 2:53
  SPEAKER_02: even our last one, it was,
• 2:54
  SPEAKER_02: like, way less, like, oh my gosh, okay, you need to, like, think about video.
• 2:59
  SPEAKER_02: And then having, like,
• 2:59
  SPEAKER_02: a Substack and, like,
• 3:01
  SPEAKER_02: how do you think about, like,
• 3:02
  SPEAKER_02: your ecosystem and,
• 3:03
  SPEAKER_02: like, how you storytell and you get the drone video and you have reels or whatever.
• 3:07
  SPEAKER_02: Like, it was funny.
• 3:08
  SPEAKER_02: They came to the table with, like, no, my,
• 3:11
  SPEAKER_02: you know,
• 3:11
  SPEAKER_02: company,
• 3:12
  SPEAKER_02: the agency that they work for,
• 3:13
  SPEAKER_02: like, they have, like, a whole system for that, right?
• 3:18
  SPEAKER_02: And, like, the house tour, all of it, you know?
• 3:22
  SPEAKER_02: So I think, like,
• 3:25
  SPEAKER_02: I think it's interesting, like,
• 3:28
  SPEAKER_02: I also wanted to say, too,
• 3:29
  SPEAKER_02: that I think that this idea of, like,
• 3:31
  SPEAKER_02: becoming a real estate agent,
• 3:33
  SPEAKER_02: you know, even post-COVID, I think sounds really, like, enticing, right?
• 3:38
  SPEAKER_02: Like, more people move to, like, more mid-sized cities.
• 3:41
  SPEAKER_02: So there's just, like, more inventory.
• 3:43
  SPEAKER_02: There's more people living.
• 3:44
  SPEAKER_02: It's just spread out a little bit more.
• 3:48
  SPEAKER_02: And I think people also really like the idea of the flexibility of real estate also.
• 3:53
  SPEAKER_02: Like, you're not really locked into, like, a desk nine-to-five.
• 3:58
  SPEAKER_02: Of course,
• 3:59
  SPEAKER_02: on the flip side,
• 3:59
  SPEAKER_02: the real estate agents that I know firsthand work their butts off
• 4:04
  SPEAKER_02: and they're working every day.
• 4:06
  SPEAKER_02: And if you're receiving messages from Zillow and someone reaches out on a Saturday,
• 4:12
  SPEAKER_02: it's kind of like you got to move on it.
• 4:13
  SPEAKER_02: You know what I mean?
• 4:15
  SPEAKER_02: So I don't think it's glamorous at all.
• 4:21
  SPEAKER_02: But that being said,
• 4:22
  SPEAKER_02: I feel like the one common thread that everyone always says,
• 4:26
  SPEAKER_02: which is why this sort of article makes sense,
• 4:28
  SPEAKER_02: is just like, it's really like who you know.
• 4:30
  SPEAKER_02: You know,
• 4:31
  SPEAKER_02: like if you have circles of people who are wealthy and they have money,
• 4:36
  SPEAKER_02: like, I don't know, like the job does itself, right?
• 4:40
  SPEAKER_02: Like you just have to find the homes, you know?
• 4:41
  SPEAKER_02: Like it's kind of, it really is, I think, like an industry that is like 90% who you know.
• 4:51
  SPEAKER_01: I also think it's interesting, the article dubs them C-list celebrities and influencers.
• 4:57
  SPEAKER_01: There are so many opportunities if you become a celebrity real estate agent to
• 5:04
  SPEAKER_01: then get back in mainstream culture via selling sunset, million dollar listing.
• 5:11
  SPEAKER_01: People are fascinated with the behind the scenes of real estate.
• 5:16
  SPEAKER_01: So I wonder how many of them are also thinking, oh,
• 5:20
  SPEAKER_01: If I can transition into this career,
• 5:23
  SPEAKER_01: maybe I can get back on TV or back in relevance.
• 5:28
  SPEAKER_02: I was going to say, you're right.
• 5:31
  SPEAKER_02: It does feel a little bit like a socially acceptable job that you can pick up and put down.
• 5:38
  SPEAKER_02: You know what I mean?
• 5:39
  SPEAKER_02: I'm also thinking of Kelly Ben Simone, who had been a real housewife of New York.
• 5:44
  SPEAKER_02: Hasn't been on the show in a while.
• 5:46
  SPEAKER_02: Became a real estate agent, I don't know, a couple years ago.
• 5:50
  SPEAKER_02: And still is able to sort of have both of this type of content on her platform.
• 5:55
  SPEAKER_02: Like, I think she also still participates in Real Housewives, like, spinoffs, like, come back.
• 6:01
  SPEAKER_02: Like, being a real estate agent, like, one doesn't preclude doing the other.
• 6:05
  SPEAKER_02: In fact, doing both probably helps both efforts, you know?
• 6:11
  SPEAKER_01: Totally.
• 6:11
  SPEAKER_01: And with Kelly,
• 6:12
  SPEAKER_01: it's really interesting you brought her up because she famously had
• 6:19
  SPEAKER_01: a mental breakdown when she was on Real Housewives back in the day.
• 6:24
  SPEAKER_01: And I feel like,
• 6:25
  SPEAKER_01: so she had kind of like a crazy Kelly- Stigma around her
• 6:29
  SPEAKER_01: and I feel like she used becoming a real estate agent
• 6:33
  SPEAKER_01: and she became like quite prolific like she did over a million dollars in sales
• 6:38
  SPEAKER_01: in New York City.
• 6:40
  SPEAKER_01: She used that to like give herself credibility and like repair her reputation a little bit.
• 6:50
  SPEAKER_00: It's funny that you said that and you made me think of I actually have
• 6:53
  SPEAKER_00: a cousin who's married to a man who is a realtor,
• 6:56
  SPEAKER_00: but he also makes YouTube videos of like cruises
• 7:00
  SPEAKER_00: and reviews like family vacation spots.
• 7:03
  SPEAKER_00: And it's very it's a very utilitarian,
• 7:05
  SPEAKER_00: as you say,
• 7:06
  SPEAKER_00: Melissa, like it's very like, here's what you need to know to go to Six Flags.
• 7:10
  SPEAKER_00: And it's just like it's so interesting to me that like it draws in the same people
• 7:15
  SPEAKER_00: of like realtor and content creation.
• 7:20
  SPEAKER_02: I mean, can I tell you, it's also giving, like, I mean, that's fascinating.
• 7:25
  SPEAKER_02: And I think, like, it's reminding me of when I was in college.
• 7:30
  SPEAKER_02: And, you know,
• 7:31
  SPEAKER_02: I had always wanted,
• 7:31
  SPEAKER_02: again, you guys know this, like, I always wanted to work at NBC.
• 7:34
  SPEAKER_02: Like, I had aspirations of being on air.
• 7:36
  SPEAKER_02: It was whatever.
• 7:37
  SPEAKER_02: And this was before social media, right?
• 7:39
  SPEAKER_02: Like, so people weren't, like,
• 7:41
  SPEAKER_02: we had Facebook, but, like,
• 7:42
  SPEAKER_02: what it is today and, like, video and all that, like, just didn't exist, you know?
• 7:46
  SPEAKER_02: And so you had to figure out these,
• 7:48
  SPEAKER_02: if you really wanted to be on air,
• 7:50
  SPEAKER_02: Like, there wasn't, it was, like, far more complicated than you think.
• 7:53
  SPEAKER_02: Like, you really had to go to a school.
• 7:55
  SPEAKER_02: Like, if you wanted to, like,
• 7:56
  SPEAKER_02: major in it,
• 7:56
  SPEAKER_02: you had to go to a journalism school that had broadcasts
• 7:59
  SPEAKER_02: and you would get those opportunities.
• 8:00
  SPEAKER_02: But if not, you kind of had to, like, figure it out, which is kind of cool.
• 8:05
  SPEAKER_02: Like, you really had to, like,
• 8:06
  SPEAKER_02: go get a camera,
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  SPEAKER_02: make up a news story,
• 8:08
  SPEAKER_02: stand in front of the damn camera, and, like,
• 8:09
  SPEAKER_02: get some poor soul to keep recording you over and over again to,
• 8:12
  SPEAKER_02: like, make your reel to then do the whole thing.
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  SPEAKER_02: And I started and stopped.
• 8:17
  SPEAKER_02: I even went to Columbia Graduate School of Journalism,
• 8:19
  SPEAKER_02: but I did digital media and like that still wasn't sort of a space to do that.
• 8:24
  SPEAKER_02: It was much more about like the foundations of journalism and like what you like
• 8:30
  SPEAKER_02: the content,
• 8:31
  SPEAKER_02: which I think was far better,
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  SPEAKER_02: less about like the glamorous in front of the television side of it.
• 8:38
  SPEAKER_02: And so it's just interesting like
• 8:41
  SPEAKER_02: I'm sure this exists now where like people go to college and you like learn how
• 8:45
  SPEAKER_02: to do this type of video and like how you do this type of like,
• 8:49
  SPEAKER_02: you know,
• 8:49
  SPEAKER_02: we've talked about like,
• 8:50
  SPEAKER_02: I don't know if you major in influencing,
• 8:54
  SPEAKER_02: but like I certainly think that that is a skill set.
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  SPEAKER_02: Like Alex Earl is like a professional at it.
• 9:02
  SPEAKER_02: She could teach a course on it, but like that is a skill set on like how to do that.
• 9:08
  SPEAKER_02: And it's so applicable to so many different You know, it's like a marketing function.
• 9:14
  SPEAKER_02: And, like, if you know how to do that, like, you're right, Megan.
• 9:17
  SPEAKER_02: Like, he can run a YouTube channel.
• 9:20
  SPEAKER_02: He can, you know, run his real estate.
• 9:23
  SPEAKER_02: Fill in the blank.
• 9:24
  SPEAKER_02: Like, think of all, and you know what?
• 9:26
  SPEAKER_02: Actually,
• 9:26
  SPEAKER_02: this really segues really well into our next topic, Emma,
• 9:30
  SPEAKER_02: which is, like,
• 9:31
  SPEAKER_02: talking about creators being hireable,
• 9:35
  SPEAKER_02: you know,
• 9:36
  SPEAKER_02: at large
• 9:36
  SPEAKER_01: organizations while having this, like,
• 9:40
  SPEAKER_02: Yeah,
• 9:44
  SPEAKER_01: no, it's really interesting.
• 9:45
  SPEAKER_01: I mean, real estate agent,
• 9:47
  SPEAKER_01: they're basically marketers marketing themselves and their properties.
• 9:51
  SPEAKER_01: So before we pivot to our next topic,
• 9:55
  SPEAKER_01: the question we were all going to ask ourselves on Tuesday was,
• 9:59
  SPEAKER_01: if you could pick one influencer to be your real estate agent, who would it be?
• 10:05
  SPEAKER_01: And I'll answer first.
• 10:07
  SPEAKER_01: Mine would be, Wishbone Kitchen.
• 10:09
  SPEAKER_01: She is New York famous.
• 10:13
  SPEAKER_01: She owns property on Long Island.
• 10:16
  SPEAKER_01: I love her East Coast aesthetic and she has extreme attention to detail.
• 10:21
  SPEAKER_01: So I feel like she would get me a good deal.
• 10:23
  SPEAKER_01: I feel like she would be good with the inspection stuff.
• 10:28
  SPEAKER_01: I would trust her with that.
• 10:30
  SPEAKER_02: I will say though, yes, I fully agree.
• 10:34
  SPEAKER_01: I was sort of surprised that the other day
• 10:37
  SPEAKER_02: She posted a story and she was talking
• 10:38
  SPEAKER_02: about her house and how it was actually like a 200-year-old barn.
• 10:42
  SPEAKER_01: And I was like, 200 years old?
• 10:46
  SPEAKER_02: Ma'am, like, please tell us more about that.
• 10:49
  SPEAKER_02: And like, there must be like some headaches with that.
• 10:52
  SPEAKER_02: I live in a house that is very, very old.
• 10:54
  SPEAKER_02: And like, obviously her house has been updated and renovated.
• 10:56
  SPEAKER_02: But I'm like, you are a solo homeowner.
• 11:00
  SPEAKER_02: Like, I want to hear more of like the trials and tribulations and like how she sort
• 11:04
  SPEAKER_02: of like, like, Emma, you and I know New York.
• 11:07
  SPEAKER_02: Like, nothing is easy.
• 11:08
  SPEAKER_02: And so, like, she makes it look too easy to own your own home in the Hamptons.
• 11:13
  SPEAKER_02: And I'm like, I want to know more of, like, of BTS.
• 11:16
  SPEAKER_02: Like, and I actually think her brand would be fine with that.
• 11:18
  SPEAKER_02: Like, she's done some really funny stuff where she's,
• 11:20
  SPEAKER_02: like, she tried to film, like, cooking scallops in scallop shells, like, on a grill.
• 11:26
  SPEAKER_02: And, like, a hurricane came in.
• 11:28
  SPEAKER_02: And it was, like, a total mess.
• 11:31
  SPEAKER_02: And it was so good.
• 11:32
  SPEAKER_02: She just posted the whole thing.
• 11:33
  SPEAKER_02: She was like, well, this was a mess.
• 11:34
  SPEAKER_01: Like, I don't Anyway, I'm like a 200-year-old barn I do not want.
• 11:39
  SPEAKER_02: That's my only thought.
• 11:40
  SPEAKER_02: Otherwise, her house is amazing.
• 11:44
  SPEAKER_00: Mine would be Claudia Salewski.
• 11:46
  SPEAKER_00: I feel like my biggest thing would be like finding the right house
• 11:50
  SPEAKER_00: that has like my vibe and I feel like she would get it.
• 11:53
  SPEAKER_00: And also just like I like her energy and I feel like
• 11:56
  SPEAKER_00: that would help me be less stressed through the home buying process.
• 12:01
  SPEAKER_02: Okay.
• 12:02
  SPEAKER_02: Well,
• 12:02
  SPEAKER_02: now I guess I'm confused because I think my first reaction was actually picking
• 12:07
  SPEAKER_02: a real real estate agent and I was like, Frederick Eklund?
• 12:11
  SPEAKER_02: If I, I mean, I'd have to have, I guess I have to know the parameters of this challenge.
• 12:17
  SPEAKER_02: Like if it was me right now, I probably couldn't afford any of his stuff.
• 12:22
  SPEAKER_02: But if there was no budget, I think he has an amazing aesthetic.
• 12:28
  SPEAKER_02: And I think he would,
• 12:30
  SPEAKER_02: I think he has such, so here's the other thing about real estate agents too.
• 12:33
  SPEAKER_02: It's like,
• 12:33
  SPEAKER_02: like going back to what I said with who you know,
• 12:35
  SPEAKER_02: like the best ones get the inside scoop on things before they even go on the market.
• 12:42
  SPEAKER_02: You know what I mean?
• 12:43
  SPEAKER_02: And like that is an entire like sub business that they have.
• 12:49
  SPEAKER_02: And like real estate agents kind of remind me also of like wedding planners
• 12:56
  SPEAKER_02: and event planners where it's like,
• 12:59
  SPEAKER_02: Like when you hire the one that costs the most,
• 13:04
  SPEAKER_02: ironically,
• 13:05
  SPEAKER_02: if you were to compare it to like not hiring the most expensive one and then taking
• 13:09
  SPEAKER_02: on the job or it's like a general contractor, it's the same type of thing.
• 13:14
  SPEAKER_02: It's like if you opt to not go with the most expensive one,
• 13:18
  SPEAKER_02: I would like love to compare and contrast money spent of like those who are
• 13:25
  SPEAKER_02: The best general contractors,
• 13:26
  SPEAKER_02: the best event planners, and the best real estate agents get inside information.
• 13:31
  SPEAKER_02: They have deals that they have built with relationships.
• 13:35
  SPEAKER_02: They know things that are happening before they go on the market.
• 13:38
  SPEAKER_02: They will get you the best florist for the best deal.
• 13:41
  SPEAKER_02: And so I liken it back to my wedding when people are like, oh, I don't need a wedding planner.
• 13:48
  SPEAKER_02: I'm like, yes, you do.
• 13:49
  SPEAKER_02: Because this person will literally, you will be like, this is my budget.
• 13:53
  SPEAKER_02: I want flowers.
• 13:54
  SPEAKER_02: And I would like a high, middle, and low end.
• 13:57
  SPEAKER_02: And I would like you to tell me, using your expertise, where I should put my money.
• 14:01
  SPEAKER_01: And it's like, I just think it's so valuable.
• 14:04
  SPEAKER_01: And at the end of the day,
• 14:05
  SPEAKER_01: I had
• 14:05
  SPEAKER_02: the best experience because I paid more for that kind of experience
• 14:11
  SPEAKER_02: at relaxing.
• 14:12
  SPEAKER_02: So anyway.
• 14:15
  SPEAKER_01: But for regular influencers,
• 14:20
  SPEAKER_02: Okay, let me think about it while we go over the next topic.
• 14:22
  SPEAKER_01: Yeah, you can
• 14:23
  SPEAKER_01: sit on that and percolate.
• 14:26
  SPEAKER_01: Okay, so this one was a good
• 14:27
  SPEAKER_02: one, though.
• 14:28
  SPEAKER_02: I don't know yours, Megan, so I don't know, but I have to.
• 14:31
  SPEAKER_01: Melissa, I bet you would know Claudia if you, like, saw her.
• 14:34
  SPEAKER_01: She created Cyclar, the, like, body care.
• 14:39
  SPEAKER_01: And
• 14:44
  SPEAKER_01: she's engaged to Billie Eilish's brother, Phineas.
• 14:48
  SPEAKER_02: Oh, that's interesting.
• 14:49
  SPEAKER_01: Yeah.
• 14:49
  SPEAKER_01: Okay, okay.
• 14:50
  SPEAKER_02: Wait, no, I think I know who it would be.
• 14:52
  SPEAKER_02: I think I would have Paige Lorenz.
• 14:58
  SPEAKER_02: That's a good one.
• 14:59
  SPEAKER_00: That's a really good one.
• 15:01
  SPEAKER_02: I think she would do a top 10 job, but I would also like her to work with Tinks together.
• 15:11
  SPEAKER_02: Co-listing.
• 15:11
  SPEAKER_00: I feel like they would either be best friends or mortal enemies, no in between.
• 15:16
  SPEAKER_02: And I think I would end up with a really great property based on different filters of logic.
• 15:23
  SPEAKER_02: And I think because, ready, Paige is like vibes.
• 15:30
  SPEAKER_02: Like she's just like vibes and like living there and being there
• 15:34
  SPEAKER_02: and it would be very like tactile and sensory and this whole thing.
• 15:39
  SPEAKER_02: And tanks would be, like, interfacing with humans.
• 15:44
  SPEAKER_02: Like, how do you host?
• 15:46
  SPEAKER_02: How do you have kids here?
• 15:47
  SPEAKER_02: How is this logical?
• 15:48
  SPEAKER_02: What is your proximity to social things?
• 15:51
  SPEAKER_02: What is the community like?
• 15:53
  SPEAKER_02: Like, what is all of that?
• 15:54
  SPEAKER_02: Like, will you fit in?
• 15:55
  SPEAKER_02: And I think that, like,
• 15:55
  SPEAKER_02: sentiment of both of, like, the socializing meets the, like, space is 10 out of 10.
• 16:01
  SPEAKER_02: So, done.
• 16:03
  SPEAKER_02: A little left brain, right brain.
• 16:05
  SPEAKER_02: Yes.
• 16:07
  SPEAKER_02: I think they would be a good team.
• 16:09
  SPEAKER_01: I actually, I think so too.
• 16:11
  SPEAKER_02: It would be like- I was like, I was jumping ship.
• 16:15
  SPEAKER_01: Okay.
• 16:15
  SPEAKER_01: This was really interesting.
• 16:17
  SPEAKER_01: Second topic.
• 16:19
  SPEAKER_01: Poppy is searching for its next employees on social media.
• 16:24
  SPEAKER_01: So Poppy, obviously like the very popular beverage brand.
• 16:29
  SPEAKER_01: They are hiring for their pop culture team, which will largely work on their socials.
• 16:36
  SPEAKER_01: And they really want, at least based on the article, Gen Zers.
• 16:41
  SPEAKER_01: So they are looking on the platforms where Gen Z is on organically.
• 16:49
  SPEAKER_01: So really interesting.
• 16:51
  SPEAKER_01: They have hired a content creator.
• 16:55
  SPEAKER_01: She's got Kitty Murphy to pose as a Poppy employee.
• 16:59
  SPEAKER_01: I mean, technically she is working for them as a contractor.
• 17:04
  SPEAKER_01: And she is documenting all the events that their hires would be attending as Poppy employees.
• 17:13
  SPEAKER_01: So she went to sorority recruitment.
• 17:15
  SPEAKER_01: I mean, this was also really interesting.
• 17:17
  SPEAKER_01: They have like a crazy, interesting sorority recruitment strategy.
• 17:24
  SPEAKER_01: She is capturing behind the scenes moments at their national sales meeting.
• 17:29
  SPEAKER_01: She's going to the poppy offices and like really highlighting like what days in
• 17:34
  SPEAKER_01: the life would look like if one was to take this job.
• 17:39
  SPEAKER_01: And I have seen her sorority recruitment videos naturally on TikTok.
• 17:43
  SPEAKER_01: But yeah, they're focusing on TikTok, Instagram, and I think a little bit of YouTube.
• 17:50
  SPEAKER_01: And yeah,
• 17:50
  SPEAKER_01: I thought it was really interesting that like, yes,
• 17:53
  SPEAKER_01: they have a job posting on LinkedIn,
• 17:54
  SPEAKER_01: but like they're really going after people on TikTok.
• 17:59
  SPEAKER_00: I also think this is a good way to set up the person who gets this job for success
• 18:05
  SPEAKER_00: because it's like you're invested in the lore early on of like how they came to be.
• 18:11
  SPEAKER_00: So it feels less of like,
• 18:12
  SPEAKER_00: Suddenly they're here one day and this person is supposed to be like the face of
• 18:16
  SPEAKER_00: the brand on social,
• 18:17
  SPEAKER_00: whereas like it's like,
• 18:19
  SPEAKER_00: no, this is an open invite casting call that anyone could apply to.
• 18:22
  SPEAKER_00: And then when eventually we see this person in a few months,
• 18:25
  SPEAKER_00: we're going to be like, oh,
• 18:26
  SPEAKER_00: remember when they had the contest and like this is
• 18:29
  SPEAKER_00: the person like it feels like they're opening a brand story loop.
• 18:33
  SPEAKER_00: That will be interesting to see how it closes.
• 18:36
  SPEAKER_00: And then they can,
• 18:37
  SPEAKER_00: as you're seeing how that one closes,
• 18:38
  SPEAKER_00: they'll open up another one that you can be like,
• 18:40
  SPEAKER_00: okay, well, let's see how this person's first day is going.
• 18:42
  SPEAKER_00: So I think it's a really smart way to kick off the campaign
• 18:45
  SPEAKER_00: that this person will be leading before they're even in the job.
• 18:50
  SPEAKER_02: I couldn't agree more.
• 18:51
  SPEAKER_02: I think this is the coolest thing.
• 18:53
  SPEAKER_02: Yeah.
• 18:53
  SPEAKER_02: And I think that we,
• 18:55
  SPEAKER_02: you know,
• 18:57
  SPEAKER_02: even as you share this,
• 18:58
  SPEAKER_02: like I think this idea of sort of even like a template or like say like a, Like,
• 19:03
  SPEAKER_02: outlining even what they've done,
• 19:04
  SPEAKER_02: like, from the article in our piece would be really cool.
• 19:08
  SPEAKER_02: Because it's something that I think a lot of companies are sort of,
• 19:10
  SPEAKER_02: like, hovering around, you know?
• 19:13
  SPEAKER_02: I mean, we've,
• 19:17
  SPEAKER_02: you know,
• 19:17
  SPEAKER_02: we work with a lot of individuals who are high profile,
• 19:22
  SPEAKER_02: who are, like, you know, C-suite
• 19:27
  SPEAKER_02: or they're, like, authors or whatever.
• 19:30
  SPEAKER_02: I mean, LinkedIn is just...
• 19:32
  SPEAKER_02: Just as important as ever, if not more.
• 19:35
  SPEAKER_02: Maybe at the height of its significance right now, honestly.
• 19:38
  SPEAKER_02: Like having a really strong LinkedIn presence.
• 19:42
  SPEAKER_02: It's where you can become a thought leader.
• 19:43
  SPEAKER_02: And so one thing we always talk about with so many
• 19:46
  SPEAKER_02: of our clients is building out what does
• 19:49
  SPEAKER_02: the employee social media toolkit look like?
• 19:52
  SPEAKER_02: How do you sort of raise up people within the company who are creators?
• 19:59
  SPEAKER_02: And this sort of question of like, You know what I mean?
• 20:03
  SPEAKER_02: Like, in a lot of companies, like,
• 20:05
  SPEAKER_02: you know,
• 20:06
  SPEAKER_02: my background is in news, but, like,
• 20:07
  SPEAKER_02: I can't tell you how many of my colleagues have actually started,
• 20:11
  SPEAKER_02: like, quote-unquote, newsrooms at brands, you know?
• 20:15
  SPEAKER_02: Like, BlackRock,
• 20:16
  SPEAKER_02: Goldman Sachs, like,
• 20:18
  SPEAKER_02: you know, like,
• 20:19
  SPEAKER_02: Chobani,
• 20:20
  SPEAKER_02: like, places that you're, like, why do you need, like, Like, video and whatnot.
• 20:25
  SPEAKER_02: Like, it's a thing now, right?
• 20:27
  SPEAKER_02: Like, creating, like, these sort of, like, I don't know if you would call it a newsroom.
• 20:29
  SPEAKER_02: We always call it newsrooms.
• 20:31
  SPEAKER_02: But, like, production, you know, setup, etc.
• 20:36
  SPEAKER_02: And so I think that this is all sort of, like, roads leading to, like, in-house creators.
• 20:42
  SPEAKER_02: And I think in-house creator is, like, such a, like, cool concept.
• 20:45
  SPEAKER_02: Like, it really is sort of, like, the evolution of, like, a mascot.
• 20:51
  SPEAKER_02: Like, I think it's very...
• 20:54
  SPEAKER_02: Like, Poppy is a company that tends to be, like, on the cutting edge, right?
• 20:58
  SPEAKER_02: Like, even the product itself, it's probiotic soda, you know what I mean?
• 21:01
  SPEAKER_02: Like, it's – or prebiotic, I'm not sure.
• 21:04
  SPEAKER_02: It's, you know, apple cider
• 21:06
  SPEAKER_01: vinegar or whatever it is.
• 21:08
  SPEAKER_02: It's healthy soda, you know?
• 21:09
  SPEAKER_02: So I think that, like,
• 21:11
  SPEAKER_02: it makes sense for them also as a brand to be,
• 21:13
  SPEAKER_02: like, sort of on the cutting edge of this.
• 21:15
  SPEAKER_02: And I think – What I love most about it is this execution.
• 21:19
  SPEAKER_02: I do totally agree with you, Megan.
• 21:21
  SPEAKER_02: It's so cool how they're doing this because we're all,
• 21:25
  SPEAKER_02: as fans, sort of becoming invested in who this person is.
• 21:29
  SPEAKER_01: And I predict this is going to become
• 21:31
  SPEAKER_02: a standard job.
• 21:35
  SPEAKER_02: Well, and I see it from the client side too,
• 21:39
  SPEAKER_02: like when we're working with clients,
• 21:40
  SPEAKER_02: like I would totally recommend in-house creators and also like this goes back
• 21:45
  SPEAKER_02: to our real estate agent skill set.
• 21:46
  SPEAKER_02: But the point being is that I think you can be a creator
• 21:48
  SPEAKER_02: and you can be hired somewhere full time and you can still do both.
• 21:52
  SPEAKER_02: You know what I mean?
• 21:53
  SPEAKER_02: Like the world of like hybrid utility.
• 21:57
  SPEAKER_02: This is the era we're in right now.
• 22:00
  SPEAKER_00: Yeah.
• 22:00
  SPEAKER_00: And I think one watch out I would say there though is something that we've seen
• 22:05
  SPEAKER_00: and why these creators have success is because they are organic and authentic to
• 22:10
  SPEAKER_00: the platforms they're on.
• 22:11
  SPEAKER_00: And my biggest concern like having come from big brand is
• 22:14
  SPEAKER_00: that like you have in-house and
• 22:16
  SPEAKER_00: then suddenly it's like it becomes less like I think it's like it becomes very
• 22:22
  SPEAKER_00: corporatized where it's like,
• 22:24
  SPEAKER_00: you know,
• 22:24
  SPEAKER_00: it goes through all these levels of approval and it has to be done this way.
• 22:27
  SPEAKER_00: And why aren't you following brand guidelines?
• 22:30
  SPEAKER_00: Then suddenly because the person is in-house and this is a job,
• 22:34
  SPEAKER_00: it becomes less of a creative exercise and more
• 22:37
  SPEAKER_00: a just another advertising stream.
• 22:40
  SPEAKER_00: So I think it's also important to like think of this less
• 22:43
  SPEAKER_00: as like in-house creator like output but also like Creator in residence
• 22:49
  SPEAKER_00: of like let's take this person and let's like use them to like know what's happening
• 22:56
  SPEAKER_00: in the zeitgeist and like let's make this more of
• 22:58
  SPEAKER_00: a collaborative situation versus like the impulse.
• 23:03
  SPEAKER_00: You'll get a young Gen Z who's excited to have their big job,
• 23:07
  SPEAKER_00: who's going to do whatever it takes to succeed,
• 23:09
  SPEAKER_00: not push back,
• 23:10
  SPEAKER_00: and you're going to end up in the exact same place you were six months
• 23:13
  SPEAKER_00: where your creative feels stale and corporatized because while you went through
• 23:17
  SPEAKER_00: the steps that Poppy is going through,
• 23:19
  SPEAKER_00: You're not willing to fully hand over the control to this creator in the way
• 23:22
  SPEAKER_00: that you would need to for this strategy to be fully successful in its execution.
• 23:27
  SPEAKER_00: And I have full confidence Poppy will execute this flawlessly,
• 23:30
  SPEAKER_00: but the copycats,
• 23:31
  SPEAKER_00: I'm worried,
• 23:32
  SPEAKER_00: will follow the steps and then be like,
• 23:34
  SPEAKER_00: why didn't we get the same result that Poppy got?
• 23:37
  SPEAKER_00: Totally.
• 23:39
  SPEAKER_01: It's also interesting,
• 23:42
  SPEAKER_01: I realized,
• 23:43
  SPEAKER_01: remembered while we've been talking,
• 23:46
  SPEAKER_01: I highlighted a few weeks ago in a Cultural Gems email,
• 23:51
  SPEAKER_01: Poppy's College Ambassador Program,
• 23:54
  SPEAKER_01: and that it is now technically harder to get into than Harvard.
• 23:58
  SPEAKER_01: And this past year, they had over 11,000 applicants for 250 ambassador slots.
• 24:06
  SPEAKER_01: And they've been doing this for a few years now,
• 24:08
  SPEAKER_01: and it's like the applications have grown exponentially each year.
• 24:14
  SPEAKER_01: And it's so interesting that like they've been fostering these relationships
• 24:19
  SPEAKER_01: with college girls, Gen Z college women for like four years now.
• 24:24
  SPEAKER_01: And now these women are graduating and they're doing this huge campaign hiring for
• 24:32
  SPEAKER_01: a new team looking for young Gen Z women.
• 24:36
  SPEAKER_01: They don't say women,
• 24:36
  SPEAKER_01: but like The sorority recruitment of it all,
• 24:40
  SPEAKER_01: they're going after young 22-year-old women.
• 24:45
  SPEAKER_01: And I just think it's so smart.
• 24:48
  SPEAKER_01: I don't know how strategic this was,
• 24:50
  SPEAKER_01: but they've been fostering that relationship with this group for
• 24:54
  SPEAKER_01: the past four years.
• 24:56
  SPEAKER_02: Totally.
• 24:58
  SPEAKER_01: I mean, you guys,
• 24:59
  SPEAKER_02: first of all,
• 25:02
  SPEAKER_02: The intensity around things like this and with college stuff is going to get crazy
• 25:11
  SPEAKER_02: with the millennials.
• 25:13
  SPEAKER_02: I feel like my oldest is eight and the amount of content that I am getting right now
• 25:20
  SPEAKER_02: that is being fed to me as a very type A millennial to prepare my kids
• 25:25
  SPEAKER_02: for college is insane.
• 25:30
  SPEAKER_02: Like, it's all of these, and it's students, too.
• 25:33
  SPEAKER_02: Like, it's all these students that are, like, how I got into Harvard.
• 25:36
  SPEAKER_02: And, like, this is what I did.
• 25:37
  SPEAKER_02: And, like, this is how you do it.
• 25:38
  SPEAKER_02: And, like, all of these different things.
• 25:40
  SPEAKER_02: Can I tell you, also, like,
• 25:42
  SPEAKER_02: the number one thing,
• 25:43
  SPEAKER_02: you're going to see a boom, a gigantic boom in Gen Alpha businesses.
• 25:50
  SPEAKER_02: Like, now.
• 25:51
  SPEAKER_02: It's starting now.
• 25:52
  SPEAKER_02: And it started this week.
• 25:55
  SPEAKER_02: My kids,
• 25:56
  SPEAKER_02: in their first week of school,
• 25:57
  SPEAKER_02: they have to do these me bags where you, like,
• 25:59
  SPEAKER_02: fill in a bag of, like,
• 26:01
  SPEAKER_02: three to five things that they then,
• 26:04
  SPEAKER_02: you know, then, like,
• 26:05
  SPEAKER_02: they go around the classroom and, like, they sprinkle it throughout the week, okay?
• 26:08
  SPEAKER_02: Like, my type A daughter had hers done and it was,
• 26:11
  SPEAKER_02: like, so thoughtfully curated and she evened her bag.
• 26:13
  SPEAKER_02: Like, normally, like, Wally's isn't a paper bag, okay?
• 26:16
  SPEAKER_02: He's literally, like,
• 26:17
  SPEAKER_02: from the breakfast club, like, he's, like,
• 26:20
  SPEAKER_02: The one with,
• 26:21
  SPEAKER_02: like, the sandwiches, like, and, you know, like a, you know, a plastic bag.
• 26:25
  SPEAKER_02: Lucy's, like, the sushi.
• 26:26
  SPEAKER_02: Like, she's, like, has this cute bag.
• 26:28
  SPEAKER_02: She's, like, the bag has to be cute.
• 26:30
  SPEAKER_02: And she, like, put in a little surfboard keychain because she surfed in Hawaii this summer.
• 26:34
  SPEAKER_02: And then she put in her, like, her, a guitar, a ukulele pick because she plays the ukulele.
• 26:40
  SPEAKER_02: Then she put in a tiny Barbie backpack because she loves to travel to New York.
• 26:44
  SPEAKER_02: I mean, it was so Freaking cute.
• 26:46
  SPEAKER_02: And she had like a whole speech that she performed for me and her dad about her meat bag.
• 26:51
  SPEAKER_02: Wally's was literally like a thing of hand sanitizer,
• 26:54
  SPEAKER_02: which was like a crayon from a stuffed crayon from a carnival
• 27:00
  SPEAKER_02: that had ripped open like five years ago that has been re-sewn because he likes
• 27:05
  SPEAKER_02: to draw.
• 27:07
  SPEAKER_02: He's like, I only need three things.
• 27:08
  SPEAKER_02: I'm like, no, you don't.
• 27:10
  SPEAKER_02: I was like, at least put it on baseball.
• 27:11
  SPEAKER_02: Like, what is happening?
• 27:13
  SPEAKER_02: Anyway, the funny thing is that Wally's classmate,
• 27:17
  SPEAKER_02: this little girl, first took out a container of honey.
• 27:21
  SPEAKER_02: And it was so funny to hear him and his friend,
• 27:24
  SPEAKER_02: best friend, talking about this little girl's bag.
• 27:26
  SPEAKER_02: And he was like, they took out honey from her bees.
• 27:30
  SPEAKER_02: And I was like, her bees?
• 27:31
  SPEAKER_02: And she's like, yeah, she's a beekeeper and she has her own honey business.
• 27:37
  SPEAKER_01: And then they were like, she also has
• 27:39
  SPEAKER_02: an elevator in her house.
• 27:40
  SPEAKER_02: And then they're like, and she also blah, blah, blah, blah, blah.
• 27:43
  SPEAKER_02: And they're like, we think she's a multimillionaire.
• 27:50
  SPEAKER_01: Honey, it's a big business.
• 27:52
  SPEAKER_00: It's a big business.
• 27:53
  SPEAKER_00: But how do you think this will intersect with kind of like the Nepo baby thing?
• 27:57
  SPEAKER_00: Because I hear this,
• 27:59
  SPEAKER_00: you know,
• 27:59
  SPEAKER_00: I've been around a lot of like high net worth kids and it's like,
• 28:02
  SPEAKER_00: you don't have a bee business.
• 28:04
  SPEAKER_00: Your parents have a bee business that they're making you the face of.
• 28:07
  SPEAKER_00: And it's like, I feel like growing up, that was impressive to millennials and the culture.
• 28:14
  SPEAKER_00: But like now I feel like the The veneers cracked on that to
• 28:19
  SPEAKER_00: where I feel like you need further proof that the kid is putting in the work.
• 28:22
  SPEAKER_00: So it's like,
• 28:22
  SPEAKER_00: I want to see her TikTok account where we see her out there with the bees, you know?
• 28:27
  SPEAKER_00: So it's like, yes, you can brand your kid in any way, shape or form.
• 28:32
  SPEAKER_00: But I think now the burden of proof is there to where it's like,
• 28:37
  SPEAKER_00: It's almost setting your kid up for failure
• 28:39
  SPEAKER_00: if you say they're doing this great lofty thing that they're not because
• 28:43
  SPEAKER_00: then they have this Nepo baby association.
• 28:46
  SPEAKER_00: I feel like we've landed in a place where even if Nepo babies are accepted,
• 28:53
  SPEAKER_00: everything they do is taken with a grain of salt and diminished.
• 28:57
  SPEAKER_00: Even if people don't verbalize it and aren't coming for them.
• 29:01
  SPEAKER_00: Everything that the babies do is seen as, like, not as good.
• 29:05
  SPEAKER_00: And, like, you can tell they feel it.
• 29:07
  SPEAKER_00: And you can tell they hate it.
• 29:08
  SPEAKER_00: But it's also, like, that's just the way it is.
• 29:11
  SPEAKER_00: So I think that that's also going to be a thing.
• 29:13
  SPEAKER_00: And there's this great documentary called Cookie Queens that you guys should check out.
• 29:18
  SPEAKER_00: It's about the Girl Scouts.
• 29:19
  SPEAKER_00: And there's this little girl, Olive.
• 29:21
  SPEAKER_00: And, like, she has the proof that she's been a business person since day one.
• 29:26
  SPEAKER_00: Like, this will be,
• 29:27
  SPEAKER_00: this documentary, like,
• 29:29
  SPEAKER_00: one day Olive is going to be, like,
• 29:31
  SPEAKER_00: Being interviewed on like every like we're going to be talking about how she's like
• 29:34
  SPEAKER_00: on Forbes 30 under 30 at 19 and how she's like the best thing ever.
• 29:39
  SPEAKER_00: Yeah.
• 29:40
  SPEAKER_00: And but this documentary is going to serve as her proof
• 29:43
  SPEAKER_00: that like this wasn't my mom doing it for me.
• 29:46
  SPEAKER_00: This was like I am that girl, you know, so definitely watch that with Lucy.
• 29:50
  SPEAKER_02: I will.
• 29:51
  SPEAKER_02: And well, I will.
• 29:52
  SPEAKER_02: And like I think what's interesting to your point is that.
• 29:58
  SPEAKER_02: When all these videos are like surfacing this and they're like, okay,
• 30:01
  SPEAKER_02: like they're like, okay,
• 30:04
  SPEAKER_02: you know,
• 30:05
  SPEAKER_02: it's kind of like when,
• 30:06
  SPEAKER_02: you know,
• 30:06
  SPEAKER_02: in Legally Blum when they're like, well,
• 30:07
  SPEAKER_02: you have to have at least like,
• 30:09
  SPEAKER_02: obviously you have to have this for SATs or ACT or whatever.
• 30:13
  SPEAKER_02: But it's only like the value of that is only like 20% or whatever.
• 30:17
  SPEAKER_02: And then they'll say like, okay, your essay, yes, it's really important.
• 30:21
  SPEAKER_02: You have to like have it in this sort of category, but it's only like whatever percent.
• 30:28
  SPEAKER_02: Clubs is not that important.
• 30:31
  SPEAKER_02: Clubs.
• 30:31
  SPEAKER_02: But if you start your own business, that's of high importance.
• 30:35
  SPEAKER_02: So it's messaging this out to all of these, again, type A parents.
• 30:39
  SPEAKER_02: And to your point, Megan, I think that it's going to get more complicated.
• 30:43
  SPEAKER_02: It's going to become less of a high value thing.
• 30:45
  SPEAKER_02: Right now,
• 30:46
  SPEAKER_02: if you're applying to college and you have the track record
• 30:49
  SPEAKER_02: of having started something that's at least five years old and you can prove
• 30:52
  SPEAKER_02: that you did it,
• 30:54
  SPEAKER_02: that is like Literally like the number one thing you can have
• 30:57
  SPEAKER_02: on your college resume.
• 30:58
  SPEAKER_02: I think in like 10 years this is going to look very different because I mean again
• 31:04
  SPEAKER_02: and I'm in like such an intense area
• 31:06
  SPEAKER_02: but there's all these like different programs now too
• 31:08
  SPEAKER_02: where you can do like mentoring with like Stanford students.
• 31:15
  SPEAKER_02: And like you pick something that your kid is sort of interested in
• 31:18
  SPEAKER_02: and it's like you pair them up with a major that's like a computer science major.
• 31:22
  SPEAKER_02: And then they do like weekly meetings and like workbooks and all this stuff together.
• 31:26
  SPEAKER_02: And I'm like, God,
• 31:29
  SPEAKER_02: you know, so I think but I and I think you're right on the other side of the coin.
• 31:36
  SPEAKER_02: At the end of the day.
• 31:38
  SPEAKER_02: We're in the working world, okay?
• 31:40
  SPEAKER_02: And I'm also like,
• 31:41
  SPEAKER_02: you know,
• 31:43
  SPEAKER_02: I'm in a phase of my life with like kids and the parents and the PTA
• 31:46
  SPEAKER_02: and like all this stuff.
• 31:47
  SPEAKER_02: And I just like,
• 31:48
  SPEAKER_02: my mom made this comment like years ago and I just think it's like sort of accurate.
• 31:53
  SPEAKER_02: It's like really the world is like divided into like people who are capable
• 31:58
  SPEAKER_02: and people who are not.
• 31:59
  SPEAKER_02: And it's like, I don't care like what
• 32:04
  SPEAKER_02: And I think it's true.
• 32:06
  SPEAKER_02: Yeah.
• 32:31
  SPEAKER_02: Or they cannot.
• 32:32
  SPEAKER_02: And that's fine.
• 32:33
  SPEAKER_02: And they still exist.
• 32:34
  SPEAKER_02: And I just think that, like,
• 32:36
  SPEAKER_02: when it comes to the Nepo baby conversation,
• 32:38
  SPEAKER_02: it's like, this is what I've always said, and this goes back to even, like, NBC.
• 32:41
  SPEAKER_02: Because, like,
• 32:42
  SPEAKER_02: NBC is such a place where if you're a Nepo baby, like,
• 32:46
  SPEAKER_02: it's just,
• 32:47
  SPEAKER_02: like, if your parents work there, if you had an aunt or uncle, like, whatever.
• 32:53
  SPEAKER_02: Like, you will get in the door there.
• 32:55
  SPEAKER_02: Like, it's not, again, it's not like a medical residency, right?
• 32:59
  SPEAKER_02: The way I always likened it, though,
• 33:01
  SPEAKER_02: is that there is a ladder,
• 33:04
  SPEAKER_02: an invisible ladder, and, like, maybe you come in at a higher rung, and that's it.
• 33:10
  SPEAKER_02: And you still have to climb that ladder.
• 33:12
  SPEAKER_02: And so if you are a Nepo baby who is not capable,
• 33:15
  SPEAKER_02: who is in the incapable, like,
• 33:17
  SPEAKER_02: category, like,
• 33:18
  SPEAKER_02: you will either exist in that position forever,
• 33:21
  SPEAKER_02: or you will be phased out of, like, the working world.
• 33:24
  SPEAKER_02: Like, you just cannot, like, I just think things get phased out.
• 33:27
  SPEAKER_02: Or you...
• 33:30
  SPEAKER_02: Well,
• 33:34
  SPEAKER_00: that's what I think is the danger.
• 33:36
  SPEAKER_00: I think that I see a lot of people who started on a very high rung,
• 33:41
  SPEAKER_00: got to somewhere,
• 33:42
  SPEAKER_00: and, like, are looking around and are like, I should be more happy than I am.
• 33:47
  SPEAKER_00: Because, like,
• 33:48
  SPEAKER_00: even though technically I have everything,
• 33:50
  SPEAKER_00: I, like, Just don't feel good about how I got here.
• 33:55
  SPEAKER_00: And I think that's more what I see Nepo babies struggling with
• 33:59
  SPEAKER_00: than not being capable,
• 34:01
  SPEAKER_00: just feeling unhappy in their lives because they weren't ever given the chance
• 34:07
  SPEAKER_00: to flex their own capabilities because their parents spent so much time proving
• 34:12
  SPEAKER_00: that they were capable for them, that they did all of that.
• 34:17
  SPEAKER_00: Like that's the biggest thing with Gen Z is that they need their hands held
• 34:21
  SPEAKER_00: on everything because they were never given the chance to spread their wings when
• 34:25
  SPEAKER_00: the stakes were low.
• 34:26
  SPEAKER_00: So now that the stakes are high, they're so stressed out and anxious.
• 34:30
  SPEAKER_00: And so I think like the millennial Nepo babies are in danger of becoming Gen Z 2.0
• 34:36
  SPEAKER_00: if their parents set them up in that way, you know?
• 34:39
  SPEAKER_02: Yeah.
• 34:41
  SPEAKER_02: That is really interesting.
• 34:42
  SPEAKER_02: And it is true.
• 34:43
  SPEAKER_02: I don't know.
• 34:44
  SPEAKER_02: It's like the formula for happiness, I don't know, in life.
• 34:47
  SPEAKER_02: I do think that grit is of highest importance to me with my kids.
• 34:56
  SPEAKER_02: I look at my own path.
• 35:01
  SPEAKER_02: Grit and perseverance and self-discipline.
• 35:08
  SPEAKER_02: In order to move from point A to point B to point Z and to be a type of person
• 35:13
  SPEAKER_02: who is capable and figure it out.
• 35:15
  SPEAKER_02: I tell you guys, we always do affirmations at night and I'm like, I am capable, I am kind.
• 35:20
  SPEAKER_02: And it was interesting, two weeks ago,
• 35:26
  SPEAKER_02: So there was,
• 35:27
  SPEAKER_02: you know,
• 35:28
  SPEAKER_02: they have these signup parties here and like there was this one that was a duathlon
• 35:31
  SPEAKER_02: for the kids,
• 35:32
  SPEAKER_02: which is,
• 35:33
  SPEAKER_02: you know,
• 35:34
  SPEAKER_02: there's a lagoon here and the kids have to swim out to this like marker and
• 35:38
  SPEAKER_02: then they have to do like a run, you know.
• 35:41
  SPEAKER_02: There was no way, like, Wally is an amazing athlete.
• 35:44
  SPEAKER_02: Like, I've talked about him on here before.
• 35:47
  SPEAKER_02: He's not a long-distance runner, nor is he a swimmer.
• 35:50
  SPEAKER_02: Like, you know, I didn't grow up with swim teams.
• 35:52
  SPEAKER_02: Swim team is huge here, though.
• 35:53
  SPEAKER_02: Like, there are people who are, like, kids are in water polo and they are eight, you know?
• 35:58
  SPEAKER_02: Mm-hmm.
• 36:00
  SPEAKER_02: Anyway, his best friend signed up.
• 36:01
  SPEAKER_02: It was supposed to be really fun.
• 36:03
  SPEAKER_02: And so we went and I saw where the marker was.
• 36:05
  SPEAKER_02: And I think he thought it was the shorter one, which was for the first graders.
• 36:09
  SPEAKER_02: He's like, I can do it.
• 36:10
  SPEAKER_02: I'm going to be fine.
• 36:11
  SPEAKER_02: And I'm like, but you're coming off the summer.
• 36:15
  SPEAKER_02: You haven't really been working out.
• 36:18
  SPEAKER_02: I don't know.
• 36:18
  SPEAKER_02: You don't have to do this.
• 36:19
  SPEAKER_02: And he's like, no, I want to do it.
• 36:20
  SPEAKER_02: I want to do it.
• 36:21
  SPEAKER_02: And he jumped in and he saw where they were going.
• 36:22
  SPEAKER_02: And I could just see on his face, he was like, oh, Oh my God.
• 36:28
  SPEAKER_02: And all of the kids who sign up for this obviously are on swim teams, right?
• 36:32
  SPEAKER_02: So it's like he's totally like out of his element.
• 36:36
  SPEAKER_02: The poor guy was very cute.
• 36:38
  SPEAKER_02: We have one of my good friends.
• 36:39
  SPEAKER_02: Her son is a little older.
• 36:41
  SPEAKER_02: He's on swim team, but he's just such a nice kid.
• 36:44
  SPEAKER_02: And he's a really good swimmer.
• 36:46
  SPEAKER_02: He does swim team.
• 36:47
  SPEAKER_02: And you could just see him hanging back with Wally.
• 36:49
  SPEAKER_02: And he's swimming circles around Wally.
• 36:51
  SPEAKER_02: And they're hanging out.
• 36:51
  SPEAKER_02: And the mom was like, oh, my God, Wyatt is just not a competitor.
• 36:55
  SPEAKER_02: He's like a comforter.
• 36:57
  SPEAKER_01: He's staying with Wally.
• 36:59
  SPEAKER_01: He's like, I don't want Wally to drown.
• 37:01
  SPEAKER_01: And so he came back.
• 37:04
  SPEAKER_02: Ran the race too.
• 37:06
  SPEAKER_02: You guys, he was dead last by like 10 minutes.
• 37:11
  SPEAKER_02: And I was texting Jeff and I'm like, okay, like,
• 37:17
  SPEAKER_02: you know, like, oh God, like,
• 37:18
  SPEAKER_02: what if you're going to have to like talk to him and like be like,
• 37:21
  SPEAKER_02: okay, like, you know, he's going to be so upset or whatever.
• 37:24
  SPEAKER_02: When I tell you, he just like handled this with the most grace.
• 37:28
  SPEAKER_02: He was just like super cool about it.
• 37:30
  SPEAKER_02: And, um, It was totally humbling.
• 37:33
  SPEAKER_02: And, like, we were a chat GP team.
• 37:36
  SPEAKER_02: We're like, how do you talk to your, like, young, athletic, competitive son about whatever?
• 37:40
  SPEAKER_02: He's like, no, I'm fine.
• 37:41
  SPEAKER_02: Like, whatever.
• 37:42
  SPEAKER_02: And I was like, okay.
• 37:42
  SPEAKER_02: I was like, well, I think we're going to do some swim lessons.
• 37:47
  SPEAKER_02: Just to, like, I was like, don't, you know, we don't need to do swim team.
• 37:51
  SPEAKER_01: But, like, I just want you to feel a little bit more
• 37:55
  SPEAKER_02: prepared in the water.
• 37:56
  SPEAKER_02: And this is the culture here.
• 37:58
  SPEAKER_02: Whatever.
• 37:59
  SPEAKER_02: Point being is that, like, He handled it really well.
• 38:04
  SPEAKER_02: I think that those kind of moments though are so like important.
• 38:08
  SPEAKER_02: And like, I actually love that that happened.
• 38:10
  SPEAKER_02: I mean, I was, I am used to being the mom that's like, my kid is number one.
• 38:15
  SPEAKER_02: I am.
• 38:16
  SPEAKER_01: Yeah.
• 38:16
  SPEAKER_02: It was like,
• 38:17
  SPEAKER_02: I was left standing with one other mom who stayed with me and she's like,
• 38:20
  SPEAKER_02: he's doing fine.
• 38:21
  SPEAKER_02: And I'm like, there's no one else here.
• 38:24
  SPEAKER_02: Everyone has gone inside for ice cream.
• 38:28
  SPEAKER_01: So sorry.
• 38:28
  SPEAKER_01: Great.
• 38:31
  SPEAKER_01: We have to hop to a call, but thank you guys.
• 38:35
  SPEAKER_01: And we'll be back next week.
• 38:37
  SPEAKER_01: Okay.
• 38:37
  SPEAKER_01: Thank you.
• 38:38
  SPEAKER_01: Bye.