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Live from The Royal Horseguards hotel - a wedding business panel · Wedding Pros who are ready to grow - with Becca Pountney

• 0:01
  I'm
• 0:02
  Becca
• 0:02
  Pountney,
• 0:02
  wedding
• 0:03
  business
• 0:03
  marketing
• 0:03
  expert,
• 0:04
  speaker
• 0:04
  and
• 0:05
  blogger,
• 0:05
  and
• 0:05
  you're
• 0:05
  listening
• 0:06
  to
• 0:06
  the
• 0:06
  Wedding
• 0:06
  Pros
• 0:07
  who
• 0:07
  Are
• 0:07
  Ready
• 0:07
  to
• 0:07
  Grow
• 0:08
  podcast.
• 0:09
  I'm
• 0:09
  here
• 0:09
  to
• 0:10
  share
• 0:10
  with
• 0:10
  you
• 0:10
  actionable
• 0:11
  tips,
• 0:11
  strategies
• 0:12
  and
• 0:12
  real
• 0:12
  life
• 0:12
  examples
• 0:13
  to
• 0:13
  help
• 0:14
  you
• 0:14
  take
• 0:14
  your
• 0:14
  wedding
• 0:14
  business
• 0:15
  to
• 0:15
  the
• 0:15
  next
• 0:15
  level.
• 0:16
  If
• 0:16
  you
• 0:16
  are
• 0:17
  an
• 0:17
  ambitious
• 0:17
  wedding
• 0:18
  business
• 0:18
  owner
• 0:18
  that
• 0:19
  wants
• 0:19
  to
• 0:19
  take
• 0:19
  your
• 0:19
  passion
• 0:20
  and
• 0:20
  use
• 0:20
  it
• 0:20
  to
• 0:20
  build
• 0:21
  a
• 0:21
  profitable,
• 0:21
  sustainable
• 0:22
  business
• 0:23
  doing
• 0:23
  what
• 0:23
  you
• 0:23
  love,
• 0:24
  then
• 0:24
  you're
• 0:24
  in
• 0:24
  the
• 0:24
  right
• 0:24
  place.
• 0:25
  Let's
• 0:25
  get
• 0:26
  going
• 0:26
  with
• 0:26
  today's
• 0:26
  episode.
• 0:27
  Well,
• 0:28
  first
• 0:28
  of
• 0:28
  all,
• 0:28
  good
• 0:29
  evening.
• 0:29
  It's
• 0:29
  so
• 0:29
  wonderful
• 0:30
  to
• 0:30
  see
• 0:30
  all
• 0:30
  of
• 0:31
  you
• 0:31
  in
• 0:31
  this
• 0:31
  beautiful
• 0:32
  space
• 0:33
  here
• 0:33
  this
• 0:33
  evening.
• 0:34
  I
• 0:34
  know
• 0:34
  the
• 0:34
  weather
• 0:34
  hasn't
• 0:35
  been
• 0:35
  on
• 0:35
  our
• 0:35
  side,
• 0:36
  so
• 0:36
  thank
• 0:36
  you
• 0:36
  for
• 0:37
  still
• 0:37
  turning
• 0:37
  out
• 0:38
  despite
• 0:38
  all
• 0:38
  of
• 0:39
  the
• 0:39
  rain.
• 0:39
  Just
• 0:40
  so
• 0:40
  you
• 0:40
  know
• 0:40
  how
• 0:40
  tonight
• 0:41
  is
• 0:41
  going
• 0:41
  to
• 0:41
  work.
• 0:42
  In
• 0:42
  a
• 0:42
  moment,
• 0:43
  we're
• 0:43
  going
• 0:43
  to
• 0:43
  hear
• 0:43
  a
• 0:43
  few
• 0:44
  words
• 0:44
  from
• 0:44
  the
• 0:44
  hotel
• 0:45
  to
• 0:45
  introduce
• 0:45
  yourself
• 0:46
  to
• 0:46
  this
• 0:46
  beautiful
• 0:46
  venue,
• 0:47
  if
• 0:47
  you've
• 0:47
  never
• 0:47
  been
• 0:47
  here
• 0:47
  before.
• 0:48
  And
• 0:49
  then
• 0:49
  we're
• 0:49
  going
• 0:49
  to
• 0:49
  hand
• 0:49
  over
• 0:50
  to
• 0:50
  our
• 0:50
  panel
• 0:50
  discussion,
• 0:51
  which
• 0:51
  is
• 0:51
  going
• 0:51
  to
• 0:51
  be
• 0:51
  led
• 0:51
  by
• 0:52
  the
• 0:52
  lovely
• 0:52
  Alison
• 0:53
  that
• 0:53
  is
• 0:53
  going
• 0:53
  to
• 0:53
  be
• 0:53
  recorded
• 0:54
  and
• 0:54
  hopefully
• 0:54
  go
• 0:54
  out
• 0:55
  on
• 0:55
  my
• 0:55
  podcast
• 0:56
  as
• 0:56
  well,
• 0:56
  if
• 0:56
  all
• 0:57
  goes
• 0:57
  to
• 0:57
  plan.
• 0:58
  After
• 0:58
  which
• 0:59
  we're
• 0:59
  going
• 0:59
  to
• 0:59
  go
• 0:59
  back
• 1:00
  into
• 1:00
  the
• 1:00
  other
• 1:01
  bar
• 1:01
  we
• 1:01
  were
• 1:01
  in
• 1:01
  for
• 1:02
  some
• 1:02
  more
• 1:02
  drinks.
• 1:02
  Or
• 1:02
  you
• 1:02
  can
• 1:03
  stay
• 1:03
  around
• 1:03
  in
• 1:03
  here
• 1:03
  as
• 1:04
  well.
• 1:04
  There'll
• 1:05
  be
• 1:05
  opportunities
• 1:05
  to
• 1:06
  chat
• 1:06
  with
• 1:06
  us
• 1:06
  or
• 1:06
  if
• 1:06
  you
• 1:06
  do
• 1:07
  want
• 1:07
  to
• 1:07
  see
• 1:07
  more
• 1:07
  of
• 1:07
  the
• 1:07
  venue
• 1:08
  or
• 1:08
  speak
• 1:08
  with
• 1:08
  the
• 1:08
  venue
• 1:09
  team,
• 1:09
  they'll
• 1:09
  be
• 1:09
  available
• 1:09
  at
• 1:10
  that
• 1:10
  point
• 1:10
  for
• 1:10
  you
• 1:10
  to
• 1:10
  have
• 1:11
  conversations
• 1:11
  with
• 1:12
  them
• 1:12
  or
• 1:12
  to
• 1:12
  get
• 1:12
  to
• 1:12
  know
• 1:13
  them
• 1:13
  and
• 1:13
  have
• 1:13
  a
• 1:13
  look
• 1:13
  around
• 1:14
  the
• 1:14
  venue.
• 1:14
  So,
• 1:15
  without
• 1:15
  further
• 1:15
  ado,
• 1:16
  I'm
• 1:16
  going
• 1:16
  to
• 1:16
  introduce
• 1:16
  our
• 1:17
  lovely
• 1:17
  host
• 1:18
  this
• 1:18
  evening
• 1:18
  from
• 1:18
  the
• 1:18
  Royal
• 1:19
  Horse
• 1:19
  Guards
• 1:19
  Hotel,
• 1:20
  it's
• 1:20
  the
• 1:20
  lovely
• 1:21
  Molly.
• 1:21
  Welcome
• 1:22
  up
• 1:22
  here.
• 1:23
  Thank
• 1:23
  you.
• 1:24
  Just
• 1:24
  wanted
• 1:24
  to
• 1:25
  say
• 1:25
  welcome
• 1:26
  and
• 1:26
  good
• 1:26
  evening,
• 1:26
  everyone.
• 1:27
  It's
• 1:27
  a
• 1:27
  pleasure
• 1:27
  to
• 1:27
  have
• 1:28
  everyone
• 1:28
  here
• 1:28
  at
• 1:28
  the
• 1:28
  Royal
• 1:28
  Horse
• 1:29
  Guard.
• 1:30
  This
• 1:30
  is
• 1:30
  a
• 1:31
  beautiful
• 1:31
  venue.
• 1:31
  It's
• 1:32
  one
• 1:32
  of
• 1:32
  14
• 1:33
  in
• 1:33
  the
• 1:33
  Claremont
• 1:33
  Hotel
• 1:34
  Group
• 1:34
  collection
• 1:35
  that
• 1:35
  we
• 1:35
  have
• 1:35
  across
• 1:36
  Zone
• 1:36
  one
• 1:36
  in
• 1:37
  London.
• 1:37
  But
• 1:37
  it's
• 1:38
  an
• 1:38
  incredibly
• 1:38
  unique
• 1:39
  venue.
• 1:39
  We
• 1:39
  celebrated
• 1:40
  our
• 1:40
  140th
• 1:41
  birthday
• 1:41
  last
• 1:42
  year,
• 1:42
  which
• 1:43
  was
• 1:43
  very
• 1:43
  exciting.
• 1:45
  Steeped
• 1:45
  in
• 1:46
  history
• 1:46
  and
• 1:46
  architecture,
• 1:47
  we
• 1:47
  were
• 1:47
  once
• 1:47
  the
• 1:48
  home
• 1:48
  of
• 1:49
  MI6.
• 1:49
  The
• 1:49
  actual
• 1:50
  first
• 1:50
  home
• 1:50
  of
• 1:50
  MI6.
• 1:51
  The
• 1:51
  bar
• 1:52
  you
• 1:52
  were
• 1:52
  previously
• 1:52
  in
• 1:53
  was
• 1:53
  Churchill's
• 1:53
  office.
• 1:54
  Becca's
• 1:54
  been
• 1:54
  telling
• 1:54
  people
• 1:54
  and
• 1:55
  then
• 1:55
  had
• 1:55
  to
• 1:55
  double
• 1:55
  check
• 1:55
  with
• 1:56
  me
• 1:56
  that
• 1:56
  that
• 1:56
  was
• 1:56
  true,
• 1:57
  so
• 1:57
  don't
• 1:58
  worry.
• 1:59
  And
• 1:59
  there's
• 1:59
  so
• 2:00
  many
• 2:00
  more
• 2:00
  history.
• 2:00
  We
• 2:01
  have
• 2:01
  a
• 2:01
  lot
• 2:01
  of
• 2:01
  filming
• 2:01
  here.
• 2:02
  You
• 2:02
  might
• 2:02
  have
• 2:02
  seen
• 2:02
  us
• 2:02
  in
• 2:02
  the
• 2:03
  Crown
• 2:03
  or
• 2:03
  Bridgerton,
• 2:05
  so
• 2:05
  there's
• 2:05
  a
• 2:05
  lot
• 2:05
  that
• 2:05
  goes
• 2:06
  on
• 2:06
  here.
• 2:06
  Weddings
• 2:06
  is
• 2:07
  a
• 2:07
  real
• 2:07
  focus
• 2:07
  for
• 2:08
  us
• 2:08
  this
• 2:08
  year.
• 2:09
  We
• 2:09
  love
• 2:09
  doing
• 2:10
  weddings
• 2:10
  here.
• 2:10
  It's
• 2:10
  a
• 2:11
  space
• 2:11
  that
• 2:11
  works
• 2:11
  really
• 2:12
  well.
• 2:12
  We've
• 2:13
  got
• 2:13
  a
• 2:13
  number
• 2:13
  of
• 2:14
  licensed
• 2:14
  spaces,
• 2:15
  and
• 2:15
  we'd
• 2:15
  love
• 2:16
  to
• 2:16
  work
• 2:16
  with
• 2:16
  some
• 2:16
  of
• 2:16
  you
• 2:17
  in
• 2:17
  the
• 2:17
  future.
• 2:17
  So
• 2:17
  I'm
• 2:18
  Alison
• 2:18
  Hargreaves.
• 2:19
  I'm
• 2:19
  the
• 2:20
  founder
• 2:20
  of
• 2:20
  Guides
• 2:21
  for
• 2:21
  Brides
• 2:22
  Beyond
• 2:22
  Weddings,
• 2:23
  Big
• 2:23
  Day
• 2:24
  Agency,
• 2:25
  Pride
• 2:25
  Guide,
• 2:26
  and
• 2:27
  now
• 2:27
  the
• 2:28
  UK
• 2:28
  Wedding
• 2:29
  association,
• 2:29
  which
• 2:30
  is
• 2:30
  a
• 2:31
  new
• 2:31
  platform
• 2:32
  that
• 2:32
  is
• 2:33
  using
• 2:34
  30
• 2:34
  years
• 2:34
  of
• 2:35
  industry
• 2:35
  experience
• 2:36
  to
• 2:36
  build
• 2:37
  tools
• 2:37
  that
• 2:37
  will
• 2:38
  help
• 2:39
  the
• 2:39
  most
• 2:40
  professional,
• 2:41
  trusted,
• 2:42
  credible,
• 2:42
  and
• 2:42
  sustainable
• 2:43
  businesses
• 2:44
  to
• 2:44
  really
• 2:44
  stand
• 2:44
  out
• 2:45
  and
• 2:46
  lead
• 2:46
  by
• 2:46
  example
• 2:47
  and
• 2:47
  really
• 2:48
  help
• 2:48
  us
• 2:48
  build
• 2:48
  a
• 2:49
  more
• 2:49
  vibrant
• 2:50
  industry.
• 2:51
  And
• 2:51
  tonight,
• 2:51
  I'm
• 2:52
  really
• 2:52
  excited
• 2:53
  to
• 2:53
  be
• 2:53
  talking
• 2:54
  to
• 2:54
  two
• 2:56
  incredibly
• 2:56
  successful
• 2:58
  business
• 2:59
  owners
• 3:00
  and
• 3:00
  entrepreneurs
• 3:01
  who
• 3:02
  are
• 3:02
  both
• 3:02
  now
• 3:02
  published
• 3:03
  authors.
• 3:04
  So,
• 3:04
  Becca
• 3:04
  Pountney,
• 3:05
  author
• 3:05
  of
• 3:06
  and
• 3:06
  I
• 3:06
  can
• 3:06
  read
• 3:07
  it
• 3:07
  upside
• 3:07
  down
• 3:07
  here.
• 3:08
  Done
• 3:08
  is
• 3:08
  Better
• 3:09
  than
• 3:09
  Perfect.
• 3:09
  And
• 3:10
  Elizabeth
• 3:10
  Solaru,
• 3:12
  who
• 3:12
  is
• 3:12
  author
• 3:13
  of
• 3:13
  two
• 3:13
  books
• 3:13
  and
• 3:13
  the
• 3:14
  most
• 3:14
  recent
• 3:14
  is
• 3:15
  the
• 3:15
  Luxpreneur.
• 3:17
  So
• 3:17
  we'll
• 3:17
  be
• 3:17
  talking
• 3:18
  about
• 3:18
  mindset
• 3:20
  branding
• 3:20
  and
• 3:21
  what
• 3:21
  success
• 3:22
  looks
• 3:22
  like
• 3:22
  in
• 3:23
  today's
• 3:23
  wedding
• 3:23
  industry.
• 3:24
  And
• 3:24
  with
• 3:25
  plenty
• 3:25
  of
• 3:26
  practical
• 3:26
  advice,
• 3:27
  I'm
• 3:27
  hoping
• 3:28
  wherever
• 3:29
  your
• 3:29
  business
• 3:29
  sits
• 3:30
  in
• 3:30
  the
• 3:30
  market.
• 3:31
  So
• 3:31
  before
• 3:31
  we
• 3:32
  jump
• 3:32
  in,
• 3:32
  can
• 3:33
  you
• 3:33
  tell
• 3:33
  me
• 3:33
  a
• 3:33
  little
• 3:33
  bit
• 3:34
  about
• 3:35
  who
• 3:35
  you
• 3:35
  are,
• 3:35
  what
• 3:36
  you
• 3:36
  do,
• 3:36
  and
• 3:36
  perhaps
• 3:37
  most
• 3:37
  importantly,
• 3:38
  what
• 3:38
  inspired
• 3:38
  you
• 3:38
  to
• 3:39
  put
• 3:39
  pen
• 3:39
  to
• 3:39
  paper?
• 3:40
  Okay.
• 3:40
  Hi,
• 3:41
  everyone.
• 3:42
  Just,
• 3:42
  first
• 3:42
  of
• 3:42
  all,
• 3:42
  I
• 3:43
  want
• 3:43
  to
• 3:43
  say
• 3:43
  thank
• 3:43
  you
• 3:43
  to
• 3:43
  Becca
• 3:44
  for
• 3:44
  inviting
• 3:45
  me
• 3:45
  here
• 3:45
  today.
• 3:46
  She's
• 3:47
  organized
• 3:47
  everything.
• 3:48
  All
• 3:48
  I
• 3:48
  did
• 3:48
  was
• 3:48
  turn
• 3:48
  up
• 3:49
  in
• 3:49
  a
• 3:49
  yellow
• 3:49
  suit.
• 3:50
  So
• 3:50
  thank
• 3:50
  you,
• 3:50
  Becca.
• 3:52
  But
• 3:52
  I'm
• 3:53
  Elizabeth.
• 3:54
  I
• 3:54
  do
• 3:54
  a
• 3:55
  number
• 3:55
  of
• 3:55
  things.
• 3:56
  I
• 3:57
  started
• 3:58
  in
• 3:58
  the
• 3:58
  wedding
• 3:58
  industry
• 3:59
  as
• 3:59
  a
• 3:59
  cake
• 4:00
  maker,
• 4:01
  and
• 4:01
  then
• 4:01
  I
• 4:02
  pivoted,
• 4:03
  as
• 4:03
  we
• 4:03
  all
• 4:03
  did
• 4:04
  during
• 4:04
  the
• 4:04
  pandemic,
• 4:05
  because
• 4:06
  a
• 4:06
  number
• 4:06
  of
• 4:06
  places
• 4:07
  started
• 4:07
  asking
• 4:08
  me
• 4:08
  to
• 4:08
  talk
• 4:08
  about
• 4:09
  luxury
• 4:09
  clients.
• 4:10
  So
• 4:10
  I
• 4:10
  lived
• 4:11
  on
• 4:11
  Clubhouse,
• 4:12
  and
• 4:12
  that
• 4:12
  was
• 4:12
  where
• 4:13
  the
• 4:13
  idea
• 4:13
  for
• 4:13
  the
• 4:14
  book
• 4:14
  first
• 4:14
  came.
• 4:15
  And
• 4:16
  so,
• 4:16
  Kate
• 4:17
  Maker,
• 4:18
  author,
• 4:19
  luxury
• 4:20
  brand
• 4:20
  expert.
• 4:21
  And
• 4:21
  fairly
• 4:22
  recently,
• 4:22
  in
• 4:22
  the
• 4:22
  last
• 4:23
  year
• 4:23
  or
• 4:23
  so,
• 4:24
  I
• 4:24
  created
• 4:24
  the
• 4:24
  Diversity
• 4:25
  in
• 4:25
  Luxury
• 4:26
  awards.
• 4:28
  And
• 4:28
  that
• 4:29
  really
• 4:29
  shocked
• 4:30
  me
• 4:30
  because
• 4:31
  a
• 4:31
  lot
• 4:31
  of
• 4:31
  big
• 4:31
  brands
• 4:32
  actually
• 4:32
  responded.
• 4:33
  So
• 4:33
  it's
• 4:34
  not
• 4:34
  unusual
• 4:34
  for
• 4:34
  me
• 4:34
  to
• 4:35
  have
• 4:35
  50
• 4:35
  luxury
• 4:35
  brands
• 4:36
  around
• 4:37
  a
• 4:37
  lunch
• 4:37
  table
• 4:38
  in
• 4:38
  the
• 4:38
  room
• 4:39
  and
• 4:39
  me
• 4:39
  saying,
• 4:40
  how
• 4:40
  on
• 4:40
  earth
• 4:40
  did
• 4:41
  I
• 4:41
  do
• 4:41
  that?
• 4:42
  So
• 4:43
  that's
• 4:43
  me
• 4:43
  in
• 4:43
  a
• 4:44
  nutshell.
• 4:45
  Becca.
• 4:46
  Well,
• 4:46
  I'm
• 4:46
  Becca
• 4:47
  Powney,
• 4:47
  and
• 4:47
  I
• 4:47
  often
• 4:48
  feel
• 4:48
  the
• 4:48
  same
• 4:48
  when
• 4:49
  I
• 4:49
  look
• 4:49
  around
• 4:49
  a
• 4:49
  room
• 4:50
  in
• 4:50
  this
• 4:50
  beautiful
• 4:50
  hotel
• 4:51
  and
• 4:51
  think,
• 4:51
  how
• 4:51
  did
• 4:52
  I
• 4:52
  do
• 4:52
  that?
• 4:52
  I
• 4:52
  don't
• 4:53
  know.
• 4:53
  But
• 4:53
  thank
• 4:53
  you
• 4:54
  all
• 4:54
  for
• 4:54
  coming.
• 4:54
  Many
• 4:55
  of
• 4:55
  you
• 4:55
  will
• 4:55
  know
• 4:55
  me
• 4:56
  as
• 4:56
  the
• 4:56
  UK's
• 4:57
  leading
• 4:57
  wedding
• 4:57
  industry
• 4:57
  marketing
• 4:58
  expert.
• 4:59
  I've
• 4:59
  been
• 4:59
  doing
• 4:59
  that
• 4:59
  since.
• 5:00
  Since
• 5:00
  2016,
• 5:01
  helping
• 5:01
  wedding
• 5:01
  businesses
• 5:02
  and
• 5:02
  venues
• 5:03
  be
• 5:03
  more
• 5:03
  visible.
• 5:04
  And
• 5:04
  more
• 5:04
  profitable
• 5:05
  from
• 5:05
  all
• 5:06
  over
• 5:06
  the
• 5:06
  world.
• 5:06
  You
• 5:07
  may
• 5:07
  have
• 5:07
  heard
• 5:07
  of
• 5:07
  my
• 5:07
  podcast,
• 5:08
  Wedding
• 5:08
  Pros
• 5:08
  who
• 5:09
  Are
• 5:09
  Ready
• 5:09
  to
• 5:09
  Grow.
• 5:09
  I
• 5:10
  know
• 5:10
  lots
• 5:10
  of
• 5:10
  you
• 5:10
  like
• 5:10
  to
• 5:10
  listen
• 5:11
  to
• 5:11
  that,
• 5:11
  and
• 5:12
  more
• 5:12
  recently,
• 5:13
  my
• 5:13
  book
• 5:13
  as
• 5:14
  well.
• 5:14
  And
• 5:15
  for
• 5:15
  me,
• 5:15
  I've
• 5:16
  told
• 5:16
  this
• 5:16
  story
• 5:17
  many
• 5:17
  times,
• 5:17
  and
• 5:17
  I
• 5:17
  tell
• 5:17
  it
• 5:17
  in
• 5:18
  the
• 5:18
  book
• 5:18
  as
• 5:18
  well.
• 5:18
  I
• 5:19
  actually
• 5:19
  spoke
• 5:19
  on
• 5:20
  stage
• 5:20
  at
• 5:20
  Alison's
• 5:21
  conference
• 5:21
  a
• 5:21
  couple
• 5:22
  of
• 5:22
  years
• 5:22
  back,
• 5:22
  and
• 5:22
  as
• 5:22
  I
• 5:23
  walked
• 5:23
  off
• 5:23
  stage,
• 5:24
  a
• 5:24
  lovely
• 5:24
  member
• 5:25
  of
• 5:25
  the
• 5:25
  audience
• 5:25
  came
• 5:25
  over
• 5:25
  to
• 5:26
  me
• 5:26
  and
• 5:26
  said,
• 5:27
  becca,
• 5:27
  where
• 5:27
  can
• 5:27
  I
• 5:27
  buy
• 5:27
  your
• 5:28
  book?
• 5:28
  And
• 5:28
  I
• 5:29
  said,
• 5:29
  I
• 5:30
  don't
• 5:30
  have
• 5:30
  one.
• 5:31
  Maybe
• 5:31
  I
• 5:32
  should.
• 5:32
  And
• 5:32
  something
• 5:32
  inside
• 5:33
  me
• 5:33
  went,
• 5:33
  okay,
• 5:33
  I
• 5:34
  should
• 5:34
  write
• 5:34
  a
• 5:34
  book.
• 5:35
  And
• 5:35
  that
• 5:36
  I
• 5:36
  guess
• 5:36
  the
• 5:36
  rest
• 5:36
  is
• 5:37
  history.
• 5:37
  It
• 5:37
  came
• 5:37
  out
• 5:37
  in
• 5:37
  November
• 5:38
  last
• 5:38
  year,
• 5:39
  and
• 5:39
  it's
• 5:40
  going
• 5:40
  from
• 5:40
  strength
• 5:40
  to
• 5:41
  strength.
• 5:41
  So,
• 5:41
  Becca,
• 5:42
  how
• 5:43
  has
• 5:44
  writing
• 5:44
  a
• 5:44
  book
• 5:45
  evolved
• 5:45
  the
• 5:46
  way
• 5:46
  you
• 5:46
  run
• 5:46
  your
• 5:46
  own
• 5:47
  business?
• 5:47
  Interesting.
• 5:48
  So
• 5:48
  for
• 5:48
  me,
• 5:48
  the
• 5:49
  big
• 5:49
  thing
• 5:49
  about
• 5:49
  writing
• 5:49
  the
• 5:50
  book
• 5:50
  is
• 5:50
  if
• 5:51
  you
• 5:51
  know
• 5:51
  anything
• 5:51
  about
• 5:52
  me,
• 5:52
  I
• 5:52
  want
• 5:52
  to
• 5:53
  make
• 5:53
  sure
• 5:53
  that
• 5:53
  I'm
• 5:54
  accessible
• 5:54
  to
• 5:54
  everyone.
• 5:55
  Whether
• 5:55
  or
• 5:55
  not
• 5:56
  you're
• 5:56
  a
• 5:56
  new
• 5:56
  member
• 5:57
  of
• 5:57
  the
• 5:57
  wedding
• 5:57
  industry,
• 5:57
  whether
• 5:58
  or
• 5:58
  not
• 5:58
  you've
• 5:58
  been
• 5:58
  in
• 5:58
  the
• 5:59
  industry
• 5:59
  a
• 5:59
  long
• 5:59
  time,
• 5:59
  whether
• 6:00
  you're
• 6:00
  in
• 6:00
  the
• 6:00
  luxury
• 6:00
  sector,
• 6:01
  whether
• 6:01
  you're
• 6:01
  in
• 6:01
  the
• 6:01
  very
• 6:01
  DIY
• 6:02
  sector.
• 6:02
  I
• 6:03
  wanted
• 6:03
  something
• 6:03
  that
• 6:04
  was
• 6:04
  accessible
• 6:05
  to
• 6:05
  everyone.
• 6:06
  And
• 6:06
  so
• 6:06
  for
• 6:06
  me,
• 6:06
  writing
• 6:07
  a
• 6:07
  book
• 6:07
  was
• 6:08
  an
• 6:08
  entry
• 6:08
  point
• 6:09
  for
• 6:09
  anyone
• 6:09
  to
• 6:09
  get
• 6:10
  a
• 6:10
  little
• 6:10
  bit
• 6:10
  of
• 6:10
  Becker
• 6:10
  wisdom
• 6:11
  into
• 6:11
  their
• 6:11
  lives.
• 6:11
  If
• 6:12
  they
• 6:12
  couldn't
• 6:12
  afford
• 6:12
  to
• 6:12
  work
• 6:13
  with
• 6:13
  me
• 6:13
  one
• 6:13
  to
• 6:13
  one,
• 6:13
  they
• 6:14
  could
• 6:14
  still
• 6:14
  pick
• 6:14
  up
• 6:14
  that
• 6:15
  book
• 6:15
  and
• 6:16
  learn
• 6:16
  something.
• 6:17
  And
• 6:17
  so
• 6:17
  for
• 6:17
  me,
• 6:18
  it
• 6:18
  was
• 6:18
  a
• 6:18
  big
• 6:19
  kind
• 6:19
  of
• 6:19
  authority
• 6:19
  builder
• 6:20
  in
• 6:20
  order
• 6:21
  to
• 6:21
  be
• 6:21
  able
• 6:21
  to
• 6:21
  say,
• 6:21
  I
• 6:22
  am
• 6:22
  a
• 6:22
  published
• 6:22
  author,
• 6:23
  and
• 6:23
  I
• 6:23
  feel
• 6:23
  very
• 6:23
  proud
• 6:24
  of
• 6:24
  that.
• 6:25
  But
• 6:25
  really
• 6:25
  the
• 6:25
  heart
• 6:25
  of
• 6:25
  it
• 6:26
  is
• 6:26
  just
• 6:26
  getting
• 6:26
  it
• 6:26
  into
• 6:27
  people's
• 6:27
  hands
• 6:27
  and
• 6:27
  giving
• 6:28
  people
• 6:28
  an
• 6:28
  affordable
• 6:29
  way
• 6:29
  to
• 6:29
  learn
• 6:30
  about
• 6:30
  business.
• 6:30
  Business.
• 6:30
  Because
• 6:31
  all
• 6:31
  of
• 6:31
  us
• 6:31
  do
• 6:31
  better
• 6:32
  when
• 6:32
  we're
• 6:32
  all
• 6:32
  more
• 6:32
  successful.
• 6:33
  And,
• 6:33
  Elizabeth,
• 6:34
  I'm
• 6:34
  guessing
• 6:34
  the
• 6:34
  authority
• 6:35
  builder
• 6:35
  is
• 6:35
  a
• 6:36
  really
• 6:36
  important
• 6:36
  part
• 6:36
  of
• 6:36
  yours
• 6:37
  because
• 6:37
  that
• 6:37
  really,
• 6:37
  really
• 6:38
  sets
• 6:38
  your
• 6:38
  brand.
• 6:39
  Absolutely.
• 6:40
  And
• 6:40
  I
• 6:40
  think
• 6:41
  sometimes
• 6:41
  when
• 6:42
  you've
• 6:42
  been
• 6:42
  running
• 6:42
  a
• 6:42
  business
• 6:42
  for
• 6:43
  a
• 6:43
  long
• 6:43
  time,
• 6:43
  you
• 6:44
  have
• 6:44
  all
• 6:44
  this
• 6:44
  knowledge
• 6:45
  in
• 6:45
  your
• 6:45
  head,
• 6:46
  and
• 6:46
  I
• 6:46
  was
• 6:46
  horrified
• 6:47
  to
• 6:47
  read
• 6:47
  certain
• 6:47
  stats.
• 6:48
  So
• 6:48
  when
• 6:48
  it
• 6:48
  comes
• 6:49
  to
• 6:49
  business
• 6:49
  books,
• 6:50
  especially
• 6:51
  those
• 6:51
  on
• 6:51
  the
• 6:52
  bestseller
• 6:52
  list,
• 6:53
  about
• 6:53
  97%
• 6:54
  of
• 6:55
  them
• 6:55
  are
• 6:55
  written
• 6:55
  by
• 6:56
  men
• 6:56
  and
• 6:57
  only
• 6:57
  3%
• 6:57
  by
• 6:57
  women.
• 6:59
  And
• 6:59
  generally,
• 6:59
  if
• 7:00
  a
• 7:00
  woman
• 7:00
  gets
• 7:00
  offered
• 7:01
  a
• 7:01
  publishing
• 7:02
  contract,
• 7:02
  she's
• 7:03
  offered
• 7:03
  far
• 7:04
  less
• 7:04
  money
• 7:05
  than
• 7:05
  a
• 7:05
  man.
• 7:06
  And
• 7:07
  that
• 7:07
  means
• 7:07
  that
• 7:07
  the
• 7:08
  body
• 7:08
  of
• 7:08
  knowledge
• 7:08
  that
• 7:09
  we
• 7:09
  have
• 7:09
  right
• 7:09
  now
• 7:10
  is
• 7:11
  from
• 7:11
  a
• 7:11
  certain
• 7:11
  point
• 7:12
  of
• 7:12
  view,
• 7:12
  not
• 7:12
  wrong,
• 7:13
  not
• 7:13
  good,
• 7:14
  but
• 7:14
  just
• 7:14
  a
• 7:15
  certain
• 7:15
  point
• 7:15
  of
• 7:15
  view.
• 7:16
  And
• 7:16
  also,
• 7:17
  when
• 7:17
  it
• 7:17
  comes
• 7:17
  to
• 7:18
  luxury
• 7:18
  business,
• 7:20
  a
• 7:20
  lot
• 7:20
  of
• 7:21
  books
• 7:21
  are
• 7:21
  Written
• 7:21
  by
• 7:22
  professors
• 7:22
  of
• 7:22
  luxury
• 7:23
  who
• 7:23
  or
• 7:24
  by
• 7:24
  luxury
• 7:25
  brand
• 7:25
  experts
• 7:26
  who
• 7:26
  have
• 7:26
  worked
• 7:27
  in
• 7:27
  really
• 7:28
  big
• 7:28
  brands,
• 7:29
  so
• 7:29
  they
• 7:29
  have
• 7:29
  the
• 7:30
  budgets.
• 7:31
  Nobody's
• 7:31
  written
• 7:32
  a
• 7:32
  book
• 7:32
  from
• 7:32
  a
• 7:32
  luxury
• 7:33
  perspective,
• 7:34
  having
• 7:35
  started
• 7:35
  their
• 7:35
  business
• 7:35
  with
• 7:36
  £40
• 7:36
  and
• 7:37
  a
• 7:37
  secondhand
• 7:37
  mixer.
• 7:38
  And
• 7:38
  I
• 7:38
  say,
• 7:39
  and
• 7:39
  I
• 7:39
  say
• 7:39
  that
• 7:39
  in
• 7:40
  my
• 7:40
  book
• 7:40
  because
• 7:41
  your
• 7:41
  roots
• 7:42
  are
• 7:42
  your
• 7:42
  roots.
• 7:43
  And
• 7:43
  what
• 7:43
  many
• 7:43
  people
• 7:44
  don't
• 7:44
  realize
• 7:44
  is
• 7:44
  that
• 7:45
  all
• 7:45
  the
• 7:45
  big
• 7:45
  brands
• 7:45
  that
• 7:45
  you
• 7:46
  look
• 7:46
  at
• 7:46
  today,
• 7:47
  like
• 7:47
  Louis
• 7:47
  Vuitton
• 7:48
  and
• 7:48
  I
• 7:48
  tell
• 7:48
  this
• 7:49
  story,
• 7:49
  he
• 7:50
  walked
• 7:50
  barefoot
• 7:51
  from
• 7:51
  Paris,
• 7:52
  I'm
• 7:52
  sorry,
• 7:53
  from
• 7:53
  his
• 7:53
  village
• 7:54
  to
• 7:54
  Paris
• 7:54
  when
• 7:55
  he
• 7:55
  13
• 7:56
  and
• 7:56
  he
• 7:56
  walked
• 7:57
  300
• 7:57
  miles
• 7:58
  with
• 7:58
  no
• 7:58
  shoes.
• 7:59
  And
• 7:59
  it
• 7:59
  took
• 8:00
  him
• 8:00
  two
• 8:00
  years.
• 8:01
  And
• 8:01
  yet
• 8:02
  when
• 8:02
  he
• 8:02
  arrived
• 8:02
  in
• 8:03
  Paris,
• 8:03
  it
• 8:04
  was
• 8:04
  an
• 8:04
  observation
• 8:06
  that
• 8:06
  made
• 8:06
  him
• 8:07
  one
• 8:07
  of
• 8:07
  the
• 8:07
  best
• 8:08
  trunk
• 8:08
  makers
• 8:09
  in
• 8:10
  Paris.
• 8:11
  So
• 8:11
  the
• 8:11
  point
• 8:11
  is,
• 8:12
  luxury
• 8:13
  was
• 8:13
  built
• 8:13
  on
• 8:13
  the
• 8:14
  backs
• 8:14
  of
• 8:15
  people
• 8:15
  like
• 8:15
  you
• 8:15
  and
• 8:15
  I.
• 8:16
  But
• 8:17
  it's
• 8:18
  having
• 8:18
  that
• 8:18
  authentic,
• 8:19
  that
• 8:20
  unusual
• 8:20
  perspective
• 8:21
  about
• 8:21
  an
• 8:22
  industry.
• 8:23
  That's
• 8:23
  where
• 8:23
  the
• 8:23
  added
• 8:24
  value
• 8:24
  is.
• 8:24
  And
• 8:24
  that's
• 8:25
  what
• 8:25
  I
• 8:25
  try
• 8:25
  to
• 8:25
  promote
• 8:26
  in
• 8:26
  my
• 8:27
  book.
• 8:27
  So
• 8:27
  Becca
• 8:28
  once
• 8:28
  told
• 8:29
  me
• 8:30
  that
• 8:30
  writing
• 8:31
  a
• 8:31
  book
• 8:31
  was
• 8:32
  like
• 8:32
  having
• 8:32
  a
• 8:32
  baby.
• 8:33
  The
• 8:33
  nine
• 8:33
  month
• 8:34
  process,
• 8:34
  awful,
• 8:35
  but
• 8:36
  the
• 8:36
  final
• 8:36
  result,
• 8:36
  lovely.
• 8:37
  So
• 8:37
  Becca,
• 8:38
  is
• 8:38
  there
• 8:38
  another
• 8:38
  book
• 8:38
  in
• 8:39
  there?
• 8:40
  Yes.
• 8:40
  So
• 8:40
  that
• 8:40
  is
• 8:40
  how
• 8:41
  I
• 8:41
  describe
• 8:41
  it.
• 8:41
  Anyone
• 8:41
  that
• 8:42
  followed
• 8:42
  my
• 8:42
  book
• 8:42
  writing
• 8:43
  process,
• 8:43
  I
• 8:43
  actually
• 8:44
  decided
• 8:44
  to
• 8:44
  start
• 8:44
  documenting
• 8:45
  it
• 8:45
  live
• 8:45
  because
• 8:46
  I
• 8:46
  was
• 8:46
  really
• 8:46
  struggling
• 8:47
  to
• 8:47
  get
• 8:47
  the
• 8:47
  motivation
• 8:48
  to
• 8:48
  write.
• 8:48
  And
• 8:49
  I
• 8:49
  thought
• 8:49
  if
• 8:49
  I
• 8:49
  start
• 8:49
  telling
• 8:50
  everyone
• 8:50
  on
• 8:50
  Instagram
• 8:51
  it's
• 8:51
  coming,
• 8:52
  that
• 8:52
  will
• 8:52
  give
• 8:52
  me
• 8:52
  the
• 8:53
  inspiration
• 8:53
  to
• 8:53
  do
• 8:54
  it.
• 8:54
  It
• 8:54
  is
• 8:54
  not
• 8:55
  easy
• 8:55
  task.
• 8:56
  Having
• 8:56
  the
• 8:56
  book
• 8:57
  is
• 8:57
  amazing,
• 8:57
  just
• 8:57
  like
• 8:57
  having
• 8:58
  a
• 8:58
  child.
• 8:58
  I
• 8:58
  hated
• 8:59
  being
• 8:59
  pregnant.
• 8:59
  I
• 9:00
  didn't
• 9:00
  understand
• 9:00
  these
• 9:01
  lovely
• 9:01
  people
• 9:01
  who
• 9:01
  love
• 9:01
  being
• 9:02
  pregnant,
• 9:02
  but
• 9:02
  I
• 9:03
  loved
• 9:03
  the
• 9:03
  children
• 9:03
  that
• 9:03
  I
• 9:04
  produced
• 9:04
  at
• 9:04
  the
• 9:04
  end
• 9:04
  of
• 9:04
  it,
• 9:05
  after
• 9:05
  the
• 9:06
  first
• 9:06
  one,
• 9:06
  I
• 9:06
  said
• 9:06
  absolutely
• 9:07
  never
• 9:07
  again.
• 9:08
  And
• 9:08
  then
• 9:08
  I
• 9:08
  did
• 9:08
  have
• 9:09
  a
• 9:09
  second
• 9:09
  one.
• 9:10
  So
• 9:10
  when
• 9:10
  it
• 9:11
  comes
• 9:11
  to
• 9:11
  the
• 9:11
  book,
• 9:11
  I
• 9:12
  said
• 9:12
  absolutely
• 9:12
  never
• 9:13
  again.
• 9:13
  But
• 9:14
  since
• 9:14
  then
• 9:14
  I've
• 9:15
  come
• 9:15
  up
• 9:15
  with
• 9:15
  my
• 9:15
  concept
• 9:16
  of
• 9:16
  the
• 9:16
  marketing
• 9:16
  theme
• 9:17
  park
• 9:17
  and
• 9:17
  people
• 9:17
  do
• 9:17
  keep
• 9:18
  saying
• 9:18
  that
• 9:18
  should
• 9:18
  be
• 9:19
  a
• 9:19
  book.
• 9:19
  So
• 9:19
  watch
• 9:20
  this
• 9:20
  space.
• 9:20
  Maybe
• 9:22
  there'll
• 9:22
  be
• 9:22
  a
• 9:22
  second
• 9:22
  book,
• 9:22
  but
• 9:23
  not
• 9:23
  this
• 9:23
  year.
• 9:23
  And
• 9:24
  both
• 9:24
  of
• 9:24
  your
• 9:25
  books
• 9:25
  touch
• 9:25
  on
• 9:26
  mindset.
• 9:27
  So
• 9:27
  how
• 9:27
  do
• 9:28
  you
• 9:28
  manage
• 9:29
  imposter
• 9:29
  syndrome
• 9:30
  and
• 9:30
  self
• 9:30
  doubt?
• 9:31
  And
• 9:31
  has
• 9:31
  publishing
• 9:32
  a
• 9:32
  book
• 9:33
  changed
• 9:33
  that
• 9:34
  at
• 9:34
  all?
• 9:34
  Oh
• 9:36
  no.
• 9:37
  I
• 9:38
  think
• 9:38
  to
• 9:38
  a
• 9:38
  certain
• 9:38
  extent
• 9:39
  when
• 9:40
  you
• 9:40
  get
• 9:40
  to
• 9:40
  a
• 9:40
  new
• 9:41
  level,
• 9:41
  there
• 9:42
  is
• 9:42
  always
• 9:42
  a
• 9:43
  new
• 9:43
  kind
• 9:43
  of
• 9:43
  imposter
• 9:44
  syndrome
• 9:45
  that
• 9:45
  you
• 9:45
  will
• 9:45
  battle.
• 9:46
  I
• 9:47
  think
• 9:47
  somebody
• 9:47
  said
• 9:47
  new
• 9:48
  levels,
• 9:48
  new
• 9:48
  devils
• 9:49
  or
• 9:49
  something
• 9:49
  like
• 9:49
  that.
• 9:51
  But
• 9:51
  I
• 9:51
  think
• 9:52
  what
• 9:52
  it
• 9:52
  does
• 9:53
  is
• 9:54
  the
• 9:54
  fact
• 9:54
  that
• 9:54
  people
• 9:55
  are
• 9:55
  willing
• 9:55
  to
• 9:55
  listen
• 9:56
  to
• 9:56
  your
• 9:56
  point
• 9:56
  of
• 9:57
  view.
• 9:57
  And
• 9:58
  in
• 9:58
  the
• 9:58
  luxury
• 9:59
  industry,
• 9:59
  you
• 10:00
  don't
• 10:00
  find
• 10:00
  many
• 10:00
  people
• 10:01
  that
• 10:01
  look
• 10:01
  like
• 10:02
  me
• 10:03
  speaking
• 10:03
  authoritatively
• 10:05
  on
• 10:06
  the
• 10:06
  different
• 10:06
  types
• 10:07
  of
• 10:07
  luxury
• 10:07
  clients,
• 10:08
  I
• 10:09
  didn't
• 10:09
  realize,
• 10:09
  I
• 10:10
  thought
• 10:10
  everyone
• 10:10
  knew
• 10:10
  what
• 10:11
  I
• 10:11
  knew.
• 10:11
  I
• 10:12
  honestly
• 10:12
  thought
• 10:12
  that
• 10:12
  was
• 10:12
  a
• 10:13
  thing
• 10:13
  that
• 10:13
  surely
• 10:14
  you
• 10:14
  do
• 10:14
  not
• 10:15
  treat
• 10:15
  every
• 10:16
  luxury
• 10:16
  client
• 10:17
  the
• 10:17
  same.
• 10:17
  Then
• 10:18
  I
• 10:18
  realized
• 10:18
  that
• 10:19
  even
• 10:19
  the
• 10:19
  big
• 10:19
  brands
• 10:20
  were
• 10:20
  actually
• 10:20
  doing
• 10:21
  that.
• 10:22
  So
• 10:22
  this
• 10:22
  is
• 10:22
  where
• 10:22
  I
• 10:23
  really
• 10:23
  dived
• 10:23
  into
• 10:24
  psychographics.
• 10:25
  And
• 10:25
  more
• 10:25
  importantly,
• 10:26
  in
• 10:26
  my
• 10:26
  book
• 10:27
  I
• 10:27
  tell
• 10:27
  you
• 10:27
  exactly
• 10:28
  where
• 10:28
  to
• 10:28
  find
• 10:28
  these
• 10:29
  clients
• 10:29
  because
• 10:30
  many
• 10:30
  luxury
• 10:31
  brands
• 10:31
  do
• 10:31
  not
• 10:31
  want
• 10:31
  to
• 10:31
  share
• 10:32
  these
• 10:32
  secrets.
• 10:33
  So.
• 10:33
  And
• 10:34
  somebody's
• 10:34
  saying,
• 10:34
  oh
• 10:34
  my
• 10:34
  God,
• 10:35
  you
• 10:35
  are
• 10:35
  the
• 10:35
  luxury
• 10:35
  client
• 10:36
  whisperer
• 10:36
  or
• 10:36
  something
• 10:37
  like
• 10:37
  that.
• 10:38
  So
• 10:38
  that
• 10:38
  is
• 10:39
  what
• 10:39
  I'm
• 10:39
  trying
• 10:39
  to
• 10:40
  do.
• 10:41
  I'm
• 10:41
  trying
• 10:41
  to
• 10:41
  say
• 10:42
  people
• 10:43
  that
• 10:43
  buy
• 10:44
  luxury,
• 10:45
  this
• 10:45
  is
• 10:45
  how
• 10:46
  they
• 10:46
  think,
• 10:46
  this
• 10:47
  is
• 10:47
  who
• 10:47
  they
• 10:47
  are.
• 10:48
  And
• 10:49
  when
• 10:49
  it
• 10:49
  comes
• 10:49
  to
• 10:49
  authority
• 10:50
  building,
• 10:51
  the
• 10:51
  proof
• 10:52
  for
• 10:52
  me
• 10:53
  was
• 10:53
  when
• 10:53
  business
• 10:54
  schools
• 10:54
  invited
• 10:55
  me
• 10:55
  to
• 10:56
  talk
• 10:57
  and
• 10:57
  we're
• 10:57
  talking
• 10:58
  about
• 10:58
  Sotheby's
• 10:59
  for
• 10:59
  example,
• 11:00
  and
• 11:00
  I
• 11:00
  was
• 11:00
  like,
• 11:00
  what?
• 11:00
  You
• 11:01
  know
• 11:01
  Sotheby's
• 11:01
  or
• 11:02
  when
• 11:02
  you
• 11:02
  have
• 11:03
  Goldsmith
• 11:04
  College
• 11:05
  really
• 11:06
  established
• 11:06
  luxury
• 11:07
  brand
• 11:07
  management
• 11:08
  courses
• 11:08
  and
• 11:09
  I
• 11:09
  speak
• 11:09
  to
• 11:09
  their
• 11:10
  students.
• 11:10
  So
• 11:11
  that
• 11:11
  for
• 11:11
  me
• 11:11
  was
• 11:12
  my
• 11:12
  authority
• 11:13
  builder,
• 11:13
  the
• 11:13
  credibility,
• 11:14
  etc.
• 11:15
  But
• 11:16
  now
• 11:17
  I
• 11:17
  have
• 11:17
  a
• 11:17
  slight
• 11:17
  problem.
• 11:18
  What's
• 11:18
  my
• 11:18
  follow
• 11:19
  up
• 11:19
  book
• 11:19
  going
• 11:19
  to
• 11:19
  be?
• 11:20
  So
• 11:20
  you
• 11:20
  have
• 11:21
  a
• 11:21
  very
• 11:21
  good
• 11:21
  debut
• 11:22
  record.
• 11:22
  Now
• 11:23
  you're
• 11:23
  thinking
• 11:23
  the
• 11:24
  second
• 11:24
  one
• 11:24
  that
• 11:25
  tends
• 11:25
  to
• 11:25
  bomb.
• 11:26
  So
• 11:26
  you.
• 11:26
  So
• 11:27
  I've
• 11:27
  got
• 11:27
  that
• 11:27
  in
• 11:27
  my
• 11:27
  head.
• 11:28
  So
• 11:28
  yeah,
• 11:29
  I
• 11:29
  think
• 11:29
  for
• 11:29
  me
• 11:30
  with
• 11:30
  the
• 11:30
  mindset
• 11:30
  thing,
• 11:30
  I
• 11:31
  cheated
• 11:31
  a
• 11:31
  little
• 11:31
  bit
• 11:32
  because
• 11:32
  I
• 11:32
  called
• 11:32
  my
• 11:33
  book
• 11:33
  Done
• 11:33
  is
• 11:33
  better
• 11:34
  than
• 11:34
  Perfect
• 11:34
  and
• 11:34
  then
• 11:35
  told
• 11:35
  you
• 11:35
  all
• 11:35
  the
• 11:35
  way
• 11:35
  through
• 11:36
  it.
• 11:36
  So's
• 11:37
  the
• 11:37
  book
• 11:38
  Done
• 11:38
  is
• 11:38
  better
• 11:39
  than
• 11:39
  Perfect.
• 11:39
  So
• 11:39
  no
• 11:39
  one
• 11:40
  can
• 11:40
  question
• 11:40
  or
• 11:40
  not
• 11:40
  whether
• 11:41
  or
• 11:41
  not
• 11:41
  it's
• 11:41
  perfect.
• 11:42
  But
• 11:42
  I
• 11:42
  think
• 11:42
  for
• 11:43
  me
• 11:43
  that's
• 11:44
  always
• 11:44
  been
• 11:44
  my
• 11:44
  mindset
• 11:45
  when
• 11:45
  it
• 11:45
  comes
• 11:45
  to
• 11:45
  business.
• 11:46
  Perfection
• 11:46
  is
• 11:46
  an
• 11:47
  unreachable
• 11:47
  goal
• 11:48
  for
• 11:48
  every
• 11:48
  single
• 11:48
  one
• 11:48
  of
• 11:48
  us,
• 11:48
  whether
• 11:49
  in
• 11:49
  luxury
• 11:49
  or
• 11:50
  not.
• 11:50
  And
• 11:51
  actually
• 11:51
  just
• 11:52
  being
• 11:52
  ourselves
• 11:52
  is
• 11:53
  enough.
• 11:53
  And
• 11:54
  often
• 11:54
  the
• 11:54
  thing
• 11:54
  I
• 11:54
  see
• 11:55
  the
• 11:55
  most
• 11:55
  is
• 11:56
  people
• 11:56
  just
• 11:56
  don't
• 11:56
  get
• 11:57
  things
• 11:57
  done
• 11:57
  because
• 11:57
  it's
• 11:58
  your
• 11:58
  mindset
• 11:58
  is
• 11:59
  everything
• 11:59
  that's
• 11:59
  going
• 11:59
  on
• 12:00
  in
• 12:00
  your
• 12:00
  head.
• 12:00
  It's
• 12:00
  the
• 12:01
  they,
• 12:01
  what
• 12:01
  will
• 12:01
  they
• 12:02
  think
• 12:02
  that
• 12:02
  holds
• 12:02
  us
• 12:03
  back.
• 12:03
  And
• 12:04
  so
• 12:04
  for
• 12:04
  me
• 12:04
  the
• 12:04
  message
• 12:05
  is
• 12:05
  like
• 12:06
  just,
• 12:06
  just
• 12:06
  do
• 12:06
  it
• 12:07
  and
• 12:07
  see
• 12:07
  what
• 12:07
  happens.
• 12:07
  And
• 12:08
  I
• 12:08
  put
• 12:08
  that
• 12:08
  into
• 12:09
  the
• 12:09
  book
• 12:09
  as
• 12:09
  well.
• 12:09
  I
• 12:09
  was
• 12:09
  like,
• 12:09
  I'm
• 12:10
  just
• 12:10
  gonna
• 12:10
  do
• 12:10
  it.
• 12:11
  It's
• 12:11
  not
• 12:11
  perfect.
• 12:12
  Yes,
• 12:12
  people
• 12:13
  found
• 12:13
  typos
• 12:13
  in
• 12:13
  it.
• 12:13
  That
• 12:14
  apparently
• 12:14
  happens
• 12:14
  a
• 12:14
  lot
• 12:14
  in
• 12:15
  books,
• 12:15
  even
• 12:15
  though
• 12:15
  I
• 12:15
  paid
• 12:16
  so
• 12:16
  many
• 12:16
  people
• 12:17
  to
• 12:17
  check
• 12:17
  it.
• 12:18
  But
• 12:18
  it's
• 12:19
  out
• 12:19
  there,
• 12:19
  it's
• 12:20
  did
• 12:20
  it.
• 12:21
  And
• 12:21
  so
• 12:21
  for
• 12:21
  me
• 12:21
  that
• 12:21
  message,
• 12:22
  I
• 12:22
  hope
• 12:22
  resonates
• 12:23
  with
• 12:23
  each
• 12:23
  and
• 12:23
  every
• 12:23
  one
• 12:24
  of
• 12:24
  you.
• 12:24
  That
• 12:24
  if
• 12:25
  there's
• 12:25
  things
• 12:25
  you
• 12:25
  want
• 12:25
  to
• 12:25
  do
• 12:25
  in
• 12:26
  your
• 12:26
  business,
• 12:26
  if
• 12:26
  there's
• 12:26
  places
• 12:27
  you
• 12:27
  want
• 12:27
  to
• 12:27
  go,
• 12:27
  if
• 12:27
  there's
• 12:27
  different
• 12:28
  marketing
• 12:28
  things
• 12:28
  you
• 12:28
  want
• 12:29
  to
• 12:29
  try,
• 12:29
  just
• 12:30
  try
• 12:30
  it.
• 12:30
  You'll
• 12:30
  get
• 12:31
  better
• 12:31
  over
• 12:31
  time.
• 12:32
  But
• 12:32
  done
• 12:32
  is
• 12:32
  better
• 12:33
  than
• 12:33
  trying
• 12:33
  to
• 12:33
  be
• 12:34
  perfect,
• 12:34
  because
• 12:34
  you'll
• 12:34
  never
• 12:34
  be
• 12:35
  perfect.
• 12:35
  So
• 12:36
  it
• 12:36
  sounds
• 12:36
  like
• 12:37
  you
• 12:38
  don't
• 12:38
  have
• 12:38
  to
• 12:38
  make
• 12:38
  a
• 12:39
  conscious
• 12:39
  decision
• 12:40
  to
• 12:40
  live
• 12:40
  the
• 12:40
  values
• 12:41
  in
• 12:41
  your
• 12:41
  book.
• 12:42
  It's
• 12:42
  actually
• 12:42
  just
• 12:42
  naturally
• 12:43
  in
• 12:43
  your
• 12:43
  DNA.
• 12:44
  I
• 12:44
  don't
• 12:45
  know
• 12:45
  if
• 12:45
  both
• 12:45
  of
• 12:45
  you
• 12:45
  perhaps
• 12:46
  are
• 12:46
  the
• 12:46
  same.
• 12:46
  Very
• 12:46
  different
• 12:47
  books,
• 12:47
  very
• 12:47
  different
• 12:48
  values
• 12:48
  and
• 12:48
  mindsets.
• 12:50
  How
• 12:51
  essential
• 12:51
  is
• 12:52
  that
• 12:52
  to
• 12:52
  a
• 12:52
  business
• 12:52
  owner?
• 12:53
  So
• 12:53
  could
• 12:53
  a
• 12:54
  business
• 12:54
  owner
• 12:55
  develop
• 12:56
  a
• 12:56
  business
• 12:56
  successfully
• 12:57
  that
• 12:58
  doesn't
• 12:58
  actually
• 12:59
  align
• 12:59
  with
• 12:59
  their
• 13:00
  values?
• 13:01
  No,
• 13:02
  no,
• 13:03
  genuinely,
• 13:03
  I
• 13:03
  think
• 13:04
  you
• 13:04
  can
• 13:04
  to
• 13:05
  a
• 13:05
  point.
• 13:05
  But
• 13:06
  I
• 13:06
  think
• 13:06
  it
• 13:06
  always
• 13:07
  comes
• 13:07
  out
• 13:07
  in
• 13:07
  the
• 13:08
  end.
• 13:08
  And
• 13:08
  I
• 13:08
  think
• 13:08
  for
• 13:09
  any
• 13:09
  one
• 13:09
  of
• 13:09
  us
• 13:09
  living
• 13:09
  our
• 13:10
  lives
• 13:10
  in
• 13:10
  any
• 13:10
  way,
• 13:11
  we
• 13:11
  should
• 13:11
  be
• 13:12
  authentic
• 13:12
  to
• 13:12
  who
• 13:13
  we
• 13:13
  are
• 13:13
  and
• 13:13
  what
• 13:13
  we
• 13:14
  believe,
• 13:14
  and
• 13:14
  those
• 13:14
  values
• 13:15
  should
• 13:15
  come
• 13:15
  first.
• 13:16
  And
• 13:16
  we
• 13:16
  shouldn't
• 13:16
  be
• 13:16
  afraid
• 13:16
  to
• 13:17
  talk
• 13:17
  about
• 13:17
  our
• 13:18
  values
• 13:18
  and
• 13:18
  to
• 13:19
  live
• 13:19
  them,
• 13:19
  because,
• 13:20
  you
• 13:20
  know,
• 13:20
  you
• 13:20
  can
• 13:21
  say
• 13:21
  one
• 13:21
  thing
• 13:22
  and
• 13:22
  you
• 13:23
  can
• 13:23
  be
• 13:23
  one
• 13:23
  way,
• 13:23
  but
• 13:24
  if
• 13:24
  you
• 13:24
  then
• 13:25
  meet
• 13:25
  that
• 13:25
  person
• 13:25
  in
• 13:26
  real
• 13:26
  life
• 13:26
  and
• 13:26
  they're
• 13:26
  nothing
• 13:27
  like
• 13:27
  that,
• 13:27
  we
• 13:27
  feel
• 13:27
  let
• 13:28
  down
• 13:28
  and
• 13:28
  we
• 13:28
  feel
• 13:28
  like,
• 13:28
  well,
• 13:28
  that's
• 13:29
  not
• 13:29
  who
• 13:29
  they
• 13:29
  said
• 13:29
  they
• 13:29
  are.
• 13:30
  And
• 13:30
  so
• 13:30
  actually,
• 13:31
  that's
• 13:31
  harder.
• 13:31
  It's
• 13:32
  living
• 13:32
  a
• 13:32
  lie.
• 13:32
  It's
• 13:33
  much
• 13:33
  easier
• 13:33
  to
• 13:33
  just
• 13:33
  go,
• 13:34
  you
• 13:34
  know
• 13:34
  what?
• 13:35
  I'm
• 13:35
  not
• 13:35
  perfect.
• 13:36
  I
• 13:36
  am
• 13:36
  a
• 13:37
  mum
• 13:37
  with
• 13:37
  two
• 13:37
  kids,
• 13:37
  and
• 13:37
  it's
• 13:38
  crazy
• 13:38
  out
• 13:38
  there.
• 13:39
  And
• 13:39
  trying
• 13:39
  to
• 13:39
  juggle
• 13:39
  a
• 13:39
  business
• 13:40
  and
• 13:40
  trying
• 13:40
  to
• 13:40
  do
• 13:40
  all
• 13:40
  of
• 13:40
  these
• 13:40
  things
• 13:41
  is
• 13:41
  hard.
• 13:41
  And
• 13:42
  that's
• 13:42
  the
• 13:43
  truth.
• 13:43
  Rather
• 13:43
  than
• 13:44
  saying,
• 13:44
  here's
• 13:44
  me,
• 13:44
  I
• 13:44
  drive
• 13:45
  around
• 13:45
  in
• 13:45
  a
• 13:45
  Lamborghini
• 13:46
  because
• 13:46
  it's
• 13:46
  not
• 13:47
  true.
• 13:47
  And
• 13:48
  actually,
• 13:48
  that
• 13:48
  would
• 13:48
  be
• 13:48
  a
• 13:48
  lot
• 13:48
  harder
• 13:49
  to
• 13:49
  keep
• 13:49
  up
• 13:49
  that
• 13:49
  pretense.
• 13:50
  So,
• 13:51
  you
• 13:51
  know,
• 13:51
  every
• 13:51
  one
• 13:51
  of
• 13:51
  us
• 13:52
  in
• 13:52
  this
• 13:52
  room
• 13:52
  will
• 13:52
  have
• 13:52
  very,
• 13:53
  very
• 13:53
  different
• 13:53
  values,
• 13:54
  very
• 13:54
  different
• 13:54
  things
• 13:54
  that
• 13:55
  we
• 13:55
  hold
• 13:55
  close
• 13:55
  to
• 13:55
  us.
• 13:56
  But
• 13:56
  don't
• 13:56
  be
• 13:56
  ashamed
• 13:56
  of
• 13:57
  that.
• 13:57
  Hold
• 13:57
  them
• 13:58
  close
• 13:58
  and
• 13:58
  hold
• 13:58
  them.
• 13:59
  Honestly,
• 13:59
  I
• 13:59
  think
• 14:00
  it
• 14:01
  comes
• 14:01
  down
• 14:01
  to
• 14:01
  people
• 14:02
  trying
• 14:02
  to
• 14:02
  hide
• 14:03
  their
• 14:03
  flaws
• 14:04
  because.
• 14:05
  And
• 14:05
  also
• 14:06
  another
• 14:06
  thing
• 14:07
  I
• 14:07
  realize
• 14:07
  is
• 14:08
  that
• 14:09
  it's
• 14:09
  also
• 14:09
  about
• 14:09
  hiding
• 14:10
  our
• 14:10
  failures
• 14:11
  as
• 14:11
  well,
• 14:12
  because
• 14:13
  failure
• 14:13
  is
• 14:13
  okay
• 14:14
  as
• 14:14
  long
• 14:14
  as
• 14:15
  it's
• 14:15
  not
• 14:15
  public
• 14:16
  and
• 14:16
  as
• 14:16
  long
• 14:17
  as
• 14:17
  nobody
• 14:17
  knows
• 14:17
  about
• 14:17
  it.
• 14:18
  You
• 14:18
  can
• 14:18
  take
• 14:18
  your
• 14:19
  L
• 14:19
  in
• 14:20
  private,
• 14:21
  but
• 14:22
  sometimes
• 14:23
  you
• 14:23
  need
• 14:23
  to
• 14:23
  fail
• 14:24
  publicly.
• 14:25
  Sometimes
• 14:26
  you
• 14:26
  need
• 14:26
  to
• 14:26
  fail
• 14:26
  spectacularly
• 14:28
  and
• 14:28
  get
• 14:28
  the
• 14:29
  embarrassment
• 14:29
  out
• 14:30
  of
• 14:30
  the
• 14:30
  way.
• 14:31
  So
• 14:31
  for
• 14:31
  me,
• 14:32
  when
• 14:33
  I
• 14:33
  wrote
• 14:33
  the
• 14:33
  book,
• 14:33
  for
• 14:34
  example,
• 14:35
  I
• 14:35
  said
• 14:35
  to
• 14:36
  myself,
• 14:36
  what's
• 14:36
  the
• 14:36
  worst
• 14:37
  thing
• 14:37
  that
• 14:37
  can
• 14:37
  happen?
• 14:38
  It's
• 14:39
  that
• 14:39
  I
• 14:39
  get
• 14:39
  challenged
• 14:40
  by
• 14:40
  everybody
• 14:41
  in
• 14:41
  the
• 14:41
  luxury
• 14:42
  industry,
• 14:43
  and
• 14:43
  they
• 14:43
  say,
• 14:44
  what
• 14:44
  do
• 14:44
  you
• 14:44
  know,
• 14:44
  you're
• 14:45
  a
• 14:45
  cake
• 14:45
  maker,
• 14:45
  you're
• 14:46
  a
• 14:46
  fake,
• 14:46
  you're
• 14:46
  a
• 14:46
  fraud,
• 14:47
  you're
• 14:47
  a
• 14:48
  phony.
• 14:48
  Get
• 14:49
  out
• 14:49
  of
• 14:49
  here.
• 14:50
  Did
• 14:50
  some
• 14:50
  people
• 14:50
  say
• 14:51
  that?
• 14:51
  Possibly.
• 14:52
  Did
• 14:52
  I
• 14:52
  listen?
• 14:53
  No,
• 14:53
  I
• 14:53
  don't
• 14:54
  care.
• 14:55
  For
• 14:56
  me,
• 14:56
  it
• 14:56
  was,
• 14:57
  how
• 14:57
  would
• 14:57
  I
• 14:57
  feel
• 14:58
  in
• 14:59
  five
• 14:59
  years
• 14:59
  if
• 14:59
  I
• 15:00
  didn't
• 15:00
  write
• 15:00
  the
• 15:00
  book?
• 15:01
  And
• 15:01
  then
• 15:02
  somebody
• 15:02
  else
• 15:02
  comes
• 15:02
  along
• 15:03
  and
• 15:04
  they've
• 15:04
  written
• 15:04
  a
• 15:04
  rubbish
• 15:05
  book
• 15:06
  and
• 15:06
  everybody's
• 15:07
  listening
• 15:07
  to
• 15:07
  them.
• 15:08
  So.
• 15:10
  So
• 15:10
  for
• 15:11
  me,
• 15:11
  it's
• 15:12
  all
• 15:12
  about
• 15:13
  whatever
• 15:13
  it
• 15:13
  is
• 15:13
  you
• 15:14
  have,
• 15:14
  no
• 15:15
  matter
• 15:15
  how
• 15:15
  flawed,
• 15:16
  just
• 15:17
  get
• 15:17
  it
• 15:17
  out
• 15:17
  there.
• 15:17
  What's
• 15:18
  the
• 15:18
  worst
• 15:18
  that
• 15:18
  can
• 15:19
  happen?
• 15:19
  And
• 15:19
  a
• 15:20
  lot
• 15:20
  of
• 15:20
  people
• 15:20
  are
• 15:20
  worried,
• 15:21
  oh,
• 15:21
  my
• 15:21
  God,
• 15:21
  it
• 15:21
  will
• 15:21
  ruin
• 15:22
  my
• 15:22
  brand.
• 15:23
  Trust
• 15:23
  me,
• 15:23
  nobody
• 15:24
  cares
• 15:24
  that
• 15:24
  much.
• 15:26
  Nobody
• 15:26
  cares.
• 15:27
  You
• 15:27
  know,
• 15:27
  people
• 15:27
  are
• 15:27
  not
• 15:28
  watching
• 15:28
  you
• 15:28
  that
• 15:28
  much.
• 15:29
  And
• 15:29
  so
• 15:29
  what?
• 15:29
  You
• 15:30
  failed.
• 15:30
  But
• 15:30
  it's
• 15:31
  not
• 15:31
  the
• 15:31
  failure,
• 15:31
  it's
• 15:32
  the
• 15:32
  comeback.
• 15:33
  So,
• 15:33
  yes,
• 15:33
  you
• 15:34
  failed.
• 15:34
  Yes,
• 15:34
  the
• 15:34
  cake
• 15:35
  collapsed.
• 15:35
  So
• 15:36
  what,
• 15:36
  you
• 15:37
  apologize,
• 15:37
  you
• 15:37
  cry,
• 15:38
  you
• 15:38
  know,
• 15:38
  but
• 15:38
  then
• 15:39
  you
• 15:39
  make
• 15:39
  your
• 15:39
  next
• 15:39
  one
• 15:39
  better.
• 15:40
  So
• 15:40
  that's
• 15:40
  how
• 15:41
  I
• 15:41
  feel
• 15:41
  about
• 15:41
  that.
• 15:41
  So
• 15:41
  on
• 15:42
  luxury,
• 15:43
  Elizabeth,
• 15:45
  how
• 15:45
  do
• 15:46
  you
• 15:46
  personally
• 15:47
  define
• 15:47
  luxury
• 15:48
  in
• 15:48
  2025?
• 15:50
  How
• 15:50
  do
• 15:50
  you
• 15:50
  see
• 15:50
  it
• 15:51
  evolving
• 15:52
  for
• 15:52
  2026,
• 15:53
  2027?
• 15:55
  And
• 15:55
  perhaps
• 15:56
  most
• 15:56
  importantly,
• 15:57
  how
• 15:58
  do
• 15:58
  we
• 15:59
  start
• 16:00
  marketing
• 16:01
  to
• 16:01
  these
• 16:01
  aspirational
• 16:03
  couples?
• 16:03
  The.
• 16:04
  If,
• 16:05
  you
• 16:05
  know,
• 16:05
  you
• 16:05
  know,
• 16:08
  to,
• 16:08
  to
• 16:09
  try
• 16:09
  and
• 16:09
  navigate
• 16:10
  that
• 16:10
  over
• 16:10
  the
• 16:10
  next
• 16:10
  few
• 16:11
  years?
• 16:11
  Oh,
• 16:12
  that's
• 16:12
  a,
• 16:12
  that's
• 16:12
  a
• 16:12
  very
• 16:13
  loaded
• 16:13
  question.
• 16:14
  Luxury
• 16:15
  is
• 16:15
  very
• 16:16
  personal.
• 16:17
  What
• 16:17
  people
• 16:18
  think
• 16:18
  of
• 16:18
  as
• 16:18
  luxury
• 16:19
  is
• 16:19
  different.
• 16:20
  So,
• 16:21
  and
• 16:21
  that's
• 16:21
  why
• 16:22
  I
• 16:22
  broke
• 16:22
  down
• 16:23
  the
• 16:23
  eight
• 16:23
  different
• 16:23
  types
• 16:24
  of
• 16:24
  luxury
• 16:25
  client.
• 16:25
  To
• 16:26
  some
• 16:26
  people,
• 16:27
  they
• 16:27
  need
• 16:27
  to
• 16:27
  feel
• 16:28
  safe,
• 16:28
  they
• 16:29
  need
• 16:29
  to
• 16:29
  feel
• 16:30
  a
• 16:30
  sense
• 16:30
  of
• 16:30
  comfort.
• 16:31
  To
• 16:31
  some
• 16:32
  people,
• 16:32
  they
• 16:32
  just
• 16:32
  simply
• 16:33
  want
• 16:33
  to
• 16:33
  know
• 16:33
  that
• 16:33
  you
• 16:33
  are
• 16:34
  the
• 16:34
  best
• 16:34
  at
• 16:34
  what
• 16:34
  you
• 16:34
  do
• 16:35
  and
• 16:35
  you're
• 16:35
  very
• 16:35
  expensive,
• 16:36
  so
• 16:36
  they
• 16:36
  can
• 16:37
  brag
• 16:37
  to
• 16:37
  their
• 16:37
  friends.
• 16:38
  And
• 16:38
  when
• 16:38
  you
• 16:39
  talk
• 16:39
  about
• 16:39
  the
• 16:39
  aspir,
• 16:40
  for
• 16:40
  example,
• 16:41
  they
• 16:42
  make
• 16:42
  up
• 16:42
  about
• 16:43
  60%
• 16:44
  of
• 16:44
  the
• 16:44
  luxury
• 16:45
  industry.
• 16:46
  So
• 16:46
  they're
• 16:46
  very
• 16:47
  label
• 16:47
  driven,
• 16:48
  they're
• 16:48
  very
• 16:49
  starstruck.
• 16:50
  So
• 16:50
  it's
• 16:50
  about,
• 16:50
  what's
• 16:51
  Kim
• 16:51
  Kardashian
• 16:52
  wearing?
• 16:52
  Or
• 16:52
  is
• 16:52
  it
• 16:52
  Kylie
• 16:53
  Jenner
• 16:53
  or
• 16:53
  I
• 16:53
  don't
• 16:53
  know
• 16:54
  who,
• 16:54
  the
• 16:54
  latest
• 16:54
  or
• 16:55
  Beyonce
• 16:55
  or
• 16:55
  whatever.
• 16:56
  They
• 16:57
  follow
• 16:57
  them.
• 16:57
  And
• 16:58
  because
• 16:58
  they
• 16:58
  follow
• 16:59
  them
• 17:01
  very
• 17:01
  early
• 17:02
  on,
• 17:02
  once
• 17:03
  you
• 17:03
  find
• 17:03
  out
• 17:04
  who
• 17:04
  they
• 17:04
  follow,
• 17:05
  you
• 17:05
  can
• 17:06
  then
• 17:06
  use
• 17:06
  that.
• 17:07
  But
• 17:07
  how
• 17:08
  they
• 17:08
  define
• 17:08
  luxury
• 17:09
  is
• 17:10
  how
• 17:10
  they
• 17:10
  consume
• 17:11
  luxury.
• 17:13
  Because
• 17:13
  we
• 17:14
  now
• 17:14
  have
• 17:15
  the,
• 17:15
  you
• 17:15
  know,
• 17:16
  people
• 17:16
  are
• 17:16
  crazy
• 17:16
  about
• 17:17
  Gen
• 17:17
  Z's
• 17:17
  and
• 17:17
  the
• 17:17
  TikTok
• 17:18
  generation.
• 17:19
  So
• 17:19
  Gen
• 17:19
  Z's,
• 17:20
  Gen
• 17:20
  Alphas,
• 17:21
  their
• 17:21
  exposure
• 17:22
  to
• 17:22
  luxury
• 17:23
  has
• 17:23
  started
• 17:24
  right
• 17:24
  from
• 17:24
  when
• 17:24
  they're
• 17:25
  babies.
• 17:25
  And
• 17:25
  we
• 17:25
  were
• 17:25
  talking
• 17:26
  about
• 17:26
  buying
• 17:27
  these
• 17:27
  designer
• 17:27
  muslins
• 17:28
  earlier
• 17:28
  on.
• 17:29
  And
• 17:29
  these
• 17:30
  tiktokers,
• 17:31
  they're
• 17:32
  very
• 17:32
  much
• 17:32
  aware
• 17:32
  of
• 17:32
  their
• 17:33
  brand.
• 17:34
  So
• 17:34
  it's
• 17:34
  about.
• 17:35
  So
• 17:35
  the
• 17:35
  luxury
• 17:36
  they
• 17:36
  consume,
• 17:37
  how
• 17:37
  is
• 17:37
  that
• 17:37
  going
• 17:38
  to
• 17:38
  impact
• 17:38
  their
• 17:39
  brand?
• 17:40
  So
• 17:40
  if
• 17:40
  they
• 17:40
  buy
• 17:41
  a
• 17:41
  cake
• 17:41
  from
• 17:41
  Elizabeth's
• 17:42
  Cake
• 17:42
  Emporium,
• 17:43
  is
• 17:43
  that
• 17:43
  going
• 17:43
  to
• 17:43
  make
• 17:43
  them
• 17:44
  look
• 17:44
  amazing
• 17:44
  or
• 17:45
  would
• 17:45
  they
• 17:45
  go
• 17:46
  and
• 17:46
  buy
• 17:46
  a
• 17:46
  cake
• 17:46
  off
• 17:47
  the
• 17:47
  latest
• 17:48
  TikTok
• 17:48
  chef
• 17:49
  or
• 17:49
  something?
• 17:51
  So
• 17:51
  that
• 17:51
  is
• 17:51
  what
• 17:51
  you
• 17:51
  need
• 17:52
  to
• 17:52
  be
• 17:52
  thinking
• 17:52
  about
• 17:53
  in
• 17:53
  terms
• 17:53
  of
• 17:53
  26,
• 17:54
  27.
• 17:55
  And
• 17:55
  also
• 17:56
  the
• 17:56
  luxury
• 17:57
  client
• 17:57
  market
• 17:58
  in
• 17:58
  the
• 17:58
  UK.
• 18:00
  Used
• 18:00
  to
• 18:00
  be
• 18:01
  a
• 18:01
  lot
• 18:01
  of
• 18:01
  people
• 18:01
  coming
• 18:02
  outside
• 18:02
  the
• 18:03
  UK
• 18:04
  to
• 18:04
  get
• 18:04
  married
• 18:05
  in
• 18:05
  the
• 18:05
  UK
• 18:05
  because
• 18:05
  they
• 18:06
  treated
• 18:06
  the
• 18:06
  UK
• 18:07
  as
• 18:07
  a
• 18:07
  destination
• 18:10
  space,
• 18:10
  but
• 18:11
  because
• 18:11
  of
• 18:11
  the
• 18:11
  government's
• 18:11
  vat,
• 18:12
  because
• 18:13
  of
• 18:14
  a
• 18:14
  bunch
• 18:14
  of
• 18:14
  things
• 18:14
  that
• 18:15
  happened
• 18:15
  Brexit,
• 18:17
  because,
• 18:17
  because
• 18:18
  of
• 18:18
  all
• 18:18
  that,
• 18:19
  I
• 18:19
  find
• 18:19
  that
• 18:19
  many
• 18:20
  of
• 18:20
  my
• 18:20
  clients
• 18:20
  are
• 18:21
  now
• 18:21
  going
• 18:21
  to
• 18:21
  Paris
• 18:22
  and
• 18:22
  Milan.
• 18:24
  So
• 18:24
  they're
• 18:24
  not
• 18:25
  coming
• 18:25
  to
• 18:25
  the
• 18:25
  UK
• 18:25
  as
• 18:26
  much
• 18:26
  as
• 18:26
  they
• 18:26
  used
• 18:27
  to
• 18:27
  come,
• 18:28
  but
• 18:28
  you
• 18:29
  can
• 18:29
  still
• 18:29
  market
• 18:29
  to
• 18:30
  them.
• 18:31
  And
• 18:31
  there
• 18:31
  are
• 18:32
  again,
• 18:32
  I
• 18:32
  detail
• 18:33
  many
• 18:33
  ways
• 18:33
  you
• 18:33
  can
• 18:33
  do
• 18:34
  that
• 18:34
  in
• 18:34
  the
• 18:34
  book.
• 18:34
  Blah,
• 18:34
  blah,
• 18:35
  blah,
• 18:35
  blah,
• 18:35
  blah.
• 18:36
  So
• 18:36
  in
• 18:36
  20
• 18:36
  terms
• 18:37
  of
• 18:37
  2026,
• 18:38
  you
• 18:38
  now
• 18:38
  need
• 18:39
  to
• 18:39
  think
• 18:39
  of
• 18:39
  o
• 18:40
  authentic
• 18:41
  experience.
• 18:42
  How
• 18:43
  would
• 18:44
  my
• 18:44
  brand,
• 18:46
  how
• 18:46
  would
• 18:46
  it
• 18:46
  interact
• 18:47
  with
• 18:47
  their
• 18:48
  brand
• 18:48
  is
• 18:49
  what
• 18:49
  you
• 18:49
  need
• 18:49
  to
• 18:49
  be
• 18:49
  thinking
• 18:50
  about.
• 18:50
  And
• 18:51
  you
• 18:51
  need
• 18:51
  to
• 18:51
  be
• 18:51
  saying,
• 18:52
  even
• 18:52
  dropping
• 18:53
  things
• 18:53
  blatantly
• 18:55
  when
• 18:55
  you
• 18:55
  post
• 18:56
  that,
• 18:57
  okay,
• 18:58
  as
• 18:58
  a
• 18:59
  result
• 18:59
  of
• 18:59
  my
• 18:59
  cake
• 19:00
  at
• 19:02
  the
• 19:02
  Royal
• 19:03
  Horse
• 19:03
  Guard
• 19:03
  Hotel,
• 19:04
  this
• 19:05
  happened
• 19:05
  and
• 19:05
  that
• 19:06
  happened
• 19:06
  and
• 19:06
  that
• 19:06
  happened.
• 19:07
  And
• 19:07
  you
• 19:07
  need
• 19:07
  to
• 19:08
  be
• 19:08
  building
• 19:08
  that
• 19:08
  FOMO
• 19:10
  in
• 19:10
  your
• 19:10
  branding.
• 19:10
  So
• 19:11
  it's
• 19:11
  not
• 19:11
  a
• 19:11
  matter
• 19:11
  of,
• 19:11
  I
• 19:12
  made
• 19:12
  a
• 19:12
  wedding
• 19:12
  cake
• 19:13
  and
• 19:13
  it
• 19:13
  was
• 19:13
  gorgeous.
• 19:14
  That's
• 19:15
  level
• 19:15
  one.
• 19:16
  You
• 19:16
  now
• 19:16
  need
• 19:16
  to
• 19:16
  be
• 19:16
  ramping
• 19:17
  things
• 19:17
  up
• 19:18
  and
• 19:18
  be
• 19:18
  saying,
• 19:19
  as
• 19:19
  a
• 19:19
  result
• 19:19
  of
• 19:19
  this,
• 19:20
  this
• 19:20
  happened
• 19:20
  and
• 19:20
  that
• 19:20
  happened
• 19:21
  and
• 19:21
  you
• 19:21
  need
• 19:22
  to
• 19:22
  be.
• 19:22
  And,
• 19:23
  you
• 19:23
  know,
• 19:23
  sorry
• 19:23
  to
• 19:23
  say,
• 19:24
  but
• 19:24
  when
• 19:24
  I
• 19:24
  look
• 19:24
  at
• 19:24
  a
• 19:24
  lot
• 19:24
  of
• 19:25
  his
• 19:25
  Instagram
• 19:25
  pages,
• 19:26
  you
• 19:26
  need
• 19:26
  to
• 19:27
  boast
• 19:27
  a
• 19:27
  bit
• 19:27
  more,
• 19:29
  you
• 19:29
  know,
• 19:30
  because
• 19:30
  a
• 19:30
  lot
• 19:30
  of
• 19:30
  people
• 19:30
  are
• 19:30
  like,
• 19:31
  oh,
• 19:31
  my
• 19:31
  God,
• 19:31
  what
• 19:31
  would
• 19:31
  people
• 19:32
  think?
• 19:32
  But
• 19:32
  you
• 19:32
  need
• 19:32
  to
• 19:32
  boast
• 19:32
  a
• 19:33
  bit
• 19:33
  more.
• 19:33
  So
• 19:33
  it's,
• 19:34
  it's
• 19:34
  building
• 19:34
  that
• 19:34
  desirable
• 19:35
  FOMO
• 19:36
  brand.
• 19:36
  And,
• 19:37
  and
• 19:37
  I
• 19:37
  know
• 19:37
  Nikita's
• 19:38
  going
• 19:38
  to
• 19:38
  love
• 19:38
  this
• 19:38
  because
• 19:39
  she's
• 19:39
  been
• 19:39
  saying
• 19:39
  for
• 19:39
  a
• 19:40
  while,
• 19:40
  luxury
• 19:40
  brands
• 19:41
  be
• 19:41
  on
• 19:41
  TikTok.
• 19:42
  They're
• 19:42
  missing
• 19:42
  out
• 19:42
  on
• 19:43
  60%
• 19:43
  of
• 19:43
  the
• 19:43
  audience
• 19:44
  then.
• 19:44
  And
• 19:44
  that's
• 19:45
  scary
• 19:45
  for
• 19:45
  luxury
• 19:46
  brands
• 19:46
  that
• 19:47
  feel
• 19:47
  they
• 19:47
  need
• 19:47
  to
• 19:48
  keep
• 19:48
  control
• 19:48
  and
• 19:49
  curate
• 19:49
  all
• 19:49
  of
• 19:49
  their
• 19:49
  content.
• 19:51
  Exactly.
• 19:52
  And
• 19:52
  if
• 19:52
  I
• 19:52
  could
• 19:52
  just
• 19:52
  literally
• 19:53
  add,
• 19:53
  if
• 19:53
  you
• 19:54
  want
• 19:54
  to
• 19:54
  know
• 19:55
  who
• 19:55
  does
• 19:56
  luxury
• 19:56
  brands
• 19:57
  that
• 19:57
  do
• 19:57
  TikToks
• 19:58
  really
• 19:58
  well,
• 19:59
  check
• 19:59
  out
• 19:59
  Loewe
• 20:01
  and
• 20:01
  check
• 20:01
  out
• 20:01
  the
• 20:01
  Victoria
• 20:02
  and
• 20:02
  Albert
• 20:03
  Museum.
• 20:04
  They're
• 20:04
  excellent.
• 20:05
  Excellent.
• 20:06
  Thank
• 20:06
  you.
• 20:07
  Good
• 20:07
  tip,
• 20:08
  Becca.
• 20:09
  Luxury
• 20:09
  can
• 20:09
  feel
• 20:10
  really
• 20:10
  out
• 20:10
  of
• 20:10
  touch
• 20:11
  for
• 20:11
  some
• 20:12
  of
• 20:12
  the
• 20:12
  smaller
• 20:12
  businesses
• 20:13
  that
• 20:13
  you
• 20:14
  do
• 20:14
  a
• 20:14
  lot
• 20:14
  of
• 20:14
  work
• 20:15
  with,
• 20:16
  what
• 20:16
  are
• 20:16
  the
• 20:16
  bigger
• 20:17
  misconceptions
• 20:18
  that
• 20:18
  are
• 20:18
  holding
• 20:19
  them
• 20:19
  back?
• 20:19
  Is
• 20:19
  it
• 20:19
  that
• 20:20
  fear
• 20:20
  of
• 20:20
  failure?
• 20:21
  Is
• 20:21
  it
• 20:21
  that
• 20:21
  fear
• 20:21
  of
• 20:22
  really
• 20:22
  striking
• 20:22
  out
• 20:22
  and
• 20:23
  it
• 20:23
  just
• 20:24
  falling?
• 20:24
  Yeah,
• 20:25
  I
• 20:25
  think
• 20:25
  there's
• 20:25
  a
• 20:25
  few
• 20:25
  things,
• 20:26
  really.
• 20:26
  I
• 20:26
  think
• 20:27
  one
• 20:27
  of
• 20:27
  the
• 20:27
  things
• 20:27
  I
• 20:27
  love
• 20:28
  about
• 20:28
  this
• 20:28
  lady
• 20:28
  right
• 20:29
  here
• 20:29
  and
• 20:29
  why
• 20:29
  I
• 20:29
  love
• 20:29
  talking
• 20:30
  to
• 20:30
  her
• 20:30
  is
• 20:30
  because
• 20:30
  she's
• 20:30
  very
• 20:31
  real
• 20:31
  about
• 20:32
  luxury
• 20:32
  and
• 20:32
  so
• 20:32
  she's
• 20:33
  very
• 20:33
  real
• 20:33
  about
• 20:33
  where
• 20:33
  she
• 20:34
  came
• 20:34
  from
• 20:34
  and
• 20:34
  she
• 20:34
  made
• 20:34
  a
• 20:35
  decision
• 20:35
  to
• 20:35
  be
• 20:35
  luxury
• 20:36
  and
• 20:36
  she's
• 20:36
  gone
• 20:36
  for
• 20:36
  it
• 20:37
  and
• 20:37
  done
• 20:37
  incredibly
• 20:37
  well.
• 20:38
  So
• 20:38
  that's
• 20:38
  the
• 20:38
  first
• 20:38
  thing.
• 20:39
  If
• 20:39
  you
• 20:39
  want
• 20:39
  to
• 20:39
  be
• 20:39
  in
• 20:39
  that
• 20:39
  part
• 20:40
  of
• 20:40
  the
• 20:40
  market,
• 20:40
  you've
• 20:40
  got
• 20:40
  to
• 20:41
  make
• 20:41
  that
• 20:41
  decision.
• 20:42
  It
• 20:42
  doesn't
• 20:42
  matter
• 20:42
  who
• 20:42
  you
• 20:43
  are,
• 20:43
  what
• 20:43
  your
• 20:43
  background
• 20:43
  is,
• 20:44
  if
• 20:44
  that's
• 20:44
  what
• 20:44
  you
• 20:45
  want
• 20:45
  to
• 20:45
  do,
• 20:45
  then
• 20:46
  go
• 20:46
  for
• 20:46
  it.
• 20:46
  But
• 20:46
  you
• 20:46
  really
• 20:47
  need
• 20:47
  to
• 20:47
  think
• 20:47
  about
• 20:47
  your
• 20:47
  marketing,
• 20:48
  about
• 20:48
  your
• 20:48
  branding,
• 20:49
  about
• 20:49
  your
• 20:49
  images
• 20:49
  and
• 20:49
  all
• 20:49
  the
• 20:50
  things
• 20:50
  that
• 20:50
  she
• 20:50
  talks
• 20:50
  about.
• 20:51
  The
• 20:51
  other
• 20:51
  thing
• 20:51
  that
• 20:52
  I
• 20:52
  love
• 20:52
  when
• 20:52
  I
• 20:52
  speak
• 20:52
  to
• 20:53
  Elizabeth
• 20:53
  is
• 20:53
  she
• 20:53
  often
• 20:54
  says,
• 20:55
  you
• 20:55
  might
• 20:55
  not
• 20:56
  want
• 20:56
  to
• 20:56
  be
• 20:56
  in
• 20:56
  luxury
• 20:57
  because
• 20:57
  it's
• 20:57
  not
• 20:58
  actually
• 20:58
  always
• 20:58
  where
• 20:59
  you
• 20:59
  want
• 20:59
  to
• 20:59
  be.
• 20:59
  And
• 21:00
  so
• 21:00
  I
• 21:00
  think
• 21:00
  sometimes
• 21:01
  there's
• 21:01
  this
• 21:01
  misconception
• 21:02
  that
• 21:02
  we
• 21:02
  all
• 21:02
  want
• 21:03
  to
• 21:03
  work
• 21:03
  with
• 21:03
  luxury
• 21:03
  clients,
• 21:04
  but
• 21:04
  luxury
• 21:05
  clients
• 21:05
  can
• 21:05
  be
• 21:06
  really
• 21:06
  hard
• 21:06
  work
• 21:07
  and
• 21:07
  they're
• 21:07
  not
• 21:08
  always
• 21:08
  the
• 21:08
  clients
• 21:08
  we
• 21:09
  want
• 21:09
  to
• 21:09
  work
• 21:09
  with.
• 21:10
  So
• 21:10
  I
• 21:10
  think
• 21:10
  there's
• 21:10
  a
• 21:10
  few
• 21:11
  things
• 21:11
  really
• 21:11
  to
• 21:11
  think
• 21:12
  about.
• 21:12
  If
• 21:12
  you're
• 21:13
  listening,
• 21:13
  it
• 21:14
  might
• 21:14
  sound
• 21:14
  a
• 21:14
  bit
• 21:15
  appealing,
• 21:15
  but
• 21:15
  you
• 21:15
  really
• 21:16
  need
• 21:16
  to
• 21:16
  think,
• 21:16
  actually,
• 21:16
  is
• 21:17
  that
• 21:17
  where
• 21:17
  I
• 21:17
  want
• 21:17
  to
• 21:18
  be?
• 21:18
  Because
• 21:18
  there
• 21:19
  are
• 21:19
  customers
• 21:20
  for
• 21:20
  everyone.
• 21:21
  And
• 21:22
  so
• 21:22
  I
• 21:22
  don't
• 21:22
  think
• 21:23
  everyone
• 21:23
  needs
• 21:23
  to
• 21:23
  go
• 21:23
  after
• 21:24
  this
• 21:24
  idea
• 21:24
  of
• 21:24
  luxury.
• 21:24
  But
• 21:25
  if
• 21:25
  you
• 21:25
  are
• 21:25
  going
• 21:25
  to
• 21:25
  do
• 21:26
  it,
• 21:26
  you've
• 21:26
  got
• 21:26
  to
• 21:26
  go
• 21:26
  full
• 21:26
  in.
• 21:27
  You
• 21:27
  can't
• 21:27
  play
• 21:28
  with
• 21:28
  it,
• 21:28
  you
• 21:28
  can't
• 21:28
  go,
• 21:29
  oh,
• 21:29
  I'm
• 21:29
  trying
• 21:29
  to
• 21:29
  reach
• 21:30
  more
• 21:30
  luxury
• 21:30
  brands
• 21:31
  because
• 21:31
  if
• 21:31
  I
• 21:31
  come
• 21:32
  to
• 21:32
  your
• 21:32
  social
• 21:32
  media
• 21:32
  pages
• 21:33
  and
• 21:33
  your
• 21:33
  website
• 21:33
  and
• 21:33
  it's
• 21:34
  not
• 21:34
  screaming
• 21:34
  luxury
• 21:35
  to
• 21:35
  me,
• 21:36
  you're
• 21:36
  just
• 21:36
  going
• 21:36
  to
• 21:36
  look
• 21:36
  expensive.
• 21:38
  So
• 21:38
  I
• 21:39
  think
• 21:39
  that's
• 21:39
  the
• 21:39
  thing
• 21:40
  for
• 21:40
  me,
• 21:40
  I
• 21:40
  believe
• 21:41
  anyone
• 21:41
  can
• 21:41
  do
• 21:41
  it
• 21:41
  it.
• 21:42
  But
• 21:42
  if
• 21:42
  you
• 21:42
  want
• 21:42
  to
• 21:43
  do
• 21:43
  it,
• 21:43
  you've
• 21:43
  got
• 21:43
  to
• 21:43
  make
• 21:43
  a
• 21:43
  conscious
• 21:44
  effort
• 21:44
  to
• 21:44
  go
• 21:44
  after
• 21:45
  that
• 21:45
  market.
• 21:45
  And
• 21:45
  that's
• 21:46
  scary
• 21:46
  and
• 21:46
  that's
• 21:46
  a
• 21:46
  big
• 21:46
  leap
• 21:47
  and
• 21:47
  you
• 21:47
  do
• 21:47
  have
• 21:47
  to
• 21:47
  be
• 21:48
  able
• 21:48
  to
• 21:48
  be
• 21:48
  confident
• 21:49
  and
• 21:49
  to
• 21:49
  boast.
• 21:49
  Elizabeth,
• 21:50
  what
• 21:50
  are
• 21:50
  your
• 21:50
  thoughts?
• 21:51
  Could
• 21:51
  a
• 21:51
  company
• 21:52
  work
• 21:52
  across
• 21:53
  luxury
• 21:53
  and
• 21:54
  mid
• 21:54
  premium?
• 21:55
  A
• 21:56
  company
• 21:56
  could,
• 21:56
  but
• 21:57
  they
• 21:57
  need
• 21:57
  to
• 21:57
  have
• 21:57
  a
• 21:58
  lot
• 21:58
  of,
• 21:59
  a
• 21:59
  lot
• 21:59
  of
• 21:59
  money
• 21:59
  behind
• 22:00
  them
• 22:00
  and
• 22:00
  the
• 22:01
  strategy
• 22:02
  has
• 22:02
  got
• 22:02
  to
• 22:02
  be
• 22:03
  incredible.
• 22:04
  So
• 22:06
  many
• 22:06
  luxury
• 22:06
  brands
• 22:07
  actually
• 22:07
  do
• 22:08
  it
• 22:08
  and
• 22:08
  they
• 22:09
  do
• 22:09
  it
• 22:09
  in
• 22:09
  plain
• 22:10
  sight.
• 22:10
  But
• 22:10
  we
• 22:11
  Just
• 22:11
  don't
• 22:11
  clock
• 22:12
  it.
• 22:12
  So
• 22:13
  for
• 22:13
  example,
• 22:13
  Hermes,
• 22:14
  if
• 22:14
  I
• 22:14
  say
• 22:14
  Hermes,
• 22:15
  you
• 22:15
  know
• 22:16
  hermes
• 22:16
  for
• 22:16
  their
• 22:17
  10,000
• 22:17
  pound,
• 22:18
  100,000
• 22:19
  handbags,
• 22:20
  that's
• 22:20
  what
• 22:20
  you
• 22:20
  know
• 22:20
  them
• 22:20
  for.
• 22:21
  But
• 22:21
  they
• 22:21
  also
• 22:22
  have
• 22:23
  a
• 22:23
  mid
• 22:23
  range.
• 22:24
  They
• 22:24
  do
• 22:25
  nail
• 22:25
  polish,
• 22:25
  for
• 22:25
  example.
• 22:26
  Many
• 22:27
  people
• 22:27
  don't
• 22:27
  know
• 22:27
  that.
• 22:28
  They
• 22:28
  do.
• 22:28
  Obviously
• 22:29
  they're
• 22:29
  known
• 22:30
  for
• 22:30
  their
• 22:30
  scarves.
• 22:30
  The
• 22:30
  late
• 22:31
  queen,
• 22:31
  the
• 22:31
  real
• 22:31
  queen,
• 22:32
  she
• 22:32
  used
• 22:32
  to
• 22:33
  wear
• 22:33
  their
• 22:33
  scarves.
• 22:34
  No
• 22:34
  shade
• 22:34
  actually,
• 22:35
  shade
• 22:35
  intended.
• 22:37
  The
• 22:37
  late
• 22:37
  queen
• 22:38
  used
• 22:38
  to
• 22:38
  wear
• 22:38
  their
• 22:39
  scarves.
• 22:40
  But
• 22:40
  my
• 22:41
  point
• 22:41
  is
• 22:42
  a
• 22:42
  lot
• 22:42
  of
• 22:42
  brands,
• 22:43
  luxury
• 22:43
  brands,
• 22:44
  if
• 22:45
  you
• 22:45
  take
• 22:45
  your
• 22:45
  favorite
• 22:46
  brand,
• 22:46
  go
• 22:46
  study
• 22:46
  them,
• 22:47
  they
• 22:47
  price
• 22:48
  at
• 22:48
  three
• 22:48
  levels.
• 22:49
  So
• 22:49
  they
• 22:50
  have
• 22:50
  a
• 22:51
  pricing
• 22:51
  that
• 22:51
  is
• 22:52
  your
• 22:52
  lipsticks,
• 22:52
  your
• 22:52
  perfumes,
• 22:53
  your
• 22:54
  key
• 22:55
  holders
• 22:55
  or
• 22:55
  whatever.
• 22:56
  And
• 22:56
  if
• 22:57
  you
• 22:57
  save
• 22:57
  up
• 22:57
  for
• 22:57
  a
• 22:58
  month
• 22:58
  or
• 22:59
  so,
• 22:59
  you
• 22:59
  can
• 22:59
  buy
• 22:59
  that,
• 23:00
  then
• 23:00
  you
• 23:01
  got
• 23:01
  the
• 23:01
  next
• 23:01
  level
• 23:01
  up.
• 23:02
  If
• 23:02
  you
• 23:02
  save
• 23:02
  up
• 23:03
  for
• 23:03
  a
• 23:03
  year,
• 23:03
  you
• 23:04
  can
• 23:04
  probably
• 23:04
  buy,
• 23:04
  I
• 23:05
  don't
• 23:05
  know,
• 23:05
  a
• 23:05
  pair
• 23:05
  of
• 23:05
  shoes,
• 23:06
  handbag,
• 23:06
  whatever.
• 23:07
  But
• 23:07
  if
• 23:07
  you
• 23:08
  maybe
• 23:08
  sell
• 23:08
  a
• 23:08
  kidney
• 23:09
  or
• 23:09
  something,
• 23:11
  you
• 23:11
  can
• 23:11
  buy
• 23:12
  couture.
• 23:13
  So
• 23:13
  they
• 23:13
  have
• 23:14
  low,
• 23:14
  mid
• 23:15
  and
• 23:15
  couture.
• 23:16
  But
• 23:16
  here's
• 23:17
  the
• 23:17
  interesting
• 23:17
  thing.
• 23:18
  It's
• 23:18
  the
• 23:18
  low
• 23:18
  price
• 23:19
  things,
• 23:19
  the
• 23:19
  perfumes
• 23:20
  and
• 23:20
  the
• 23:20
  lipsticks
• 23:21
  that
• 23:21
  drive
• 23:21
  the
• 23:22
  couture.
• 23:23
  But
• 23:23
  the
• 23:24
  way
• 23:24
  they
• 23:24
  market
• 23:24
  the
• 23:25
  lipsticks
• 23:25
  is
• 23:25
  they,
• 23:26
  they
• 23:26
  choose
• 23:27
  some
• 23:28
  movie
• 23:28
  star
• 23:29
  or
• 23:29
  some
• 23:29
  influencer
• 23:30
  or
• 23:31
  some
• 23:31
  model
• 23:31
  and
• 23:32
  they
• 23:32
  do
• 23:32
  a
• 23:32
  massive
• 23:33
  campaign,
• 23:33
  spend
• 23:34
  a
• 23:34
  shed
• 23:34
  load
• 23:34
  of
• 23:34
  money.
• 23:35
  But
• 23:35
  you're
• 23:36
  thinking
• 23:36
  per
• 23:36
  item,
• 23:37
  how
• 23:37
  many
• 23:38
  lipsticks
• 23:38
  have
• 23:38
  you
• 23:38
  got
• 23:38
  to
• 23:38
  sell
• 23:39
  to
• 23:40
  fund
• 23:40
  this
• 23:41
  big
• 23:41
  campaign?
• 23:42
  Right?
• 23:43
  So
• 23:43
  they
• 23:43
  do
• 23:44
  it.
• 23:44
  So
• 23:44
  everything
• 23:44
  is
• 23:45
  seamless.
• 23:45
  So
• 23:46
  whatever
• 23:46
  you
• 23:47
  see
• 23:47
  in
• 23:47
  couture
• 23:48
  is
• 23:48
  what
• 23:48
  you
• 23:48
  see
• 23:48
  with
• 23:48
  the
• 23:49
  lipsticks
• 23:49
  and
• 23:49
  perfumes,
• 23:50
  et
• 23:50
  cetera.
• 23:51
  So
• 23:51
  if
• 23:51
  you
• 23:51
  have
• 23:51
  a
• 23:51
  lot
• 23:52
  of
• 23:52
  backing,
• 23:52
  a
• 23:52
  lot
• 23:52
  of
• 23:53
  money,
• 23:53
  you
• 23:53
  can
• 23:53
  possibly
• 23:54
  do
• 23:54
  that.
• 23:55
  But
• 23:55
  if
• 23:55
  you
• 23:56
  don't,
• 23:56
  my
• 23:57
  strong
• 23:57
  advice
• 23:58
  is
• 23:58
  you
• 23:58
  keep
• 23:59
  two
• 23:59
  separate
• 23:59
  brands.
• 24:00
  So
• 24:01
  one
• 24:01
  is
• 24:01
  mid
• 24:01
  premium
• 24:02
  and
• 24:03
  one
• 24:03
  is
• 24:04
  like
• 24:05
  uber
• 24:05
  couture.
• 24:06
  And
• 24:07
  your
• 24:07
  pricing
• 24:08
  should
• 24:08
  reflect
• 24:09
  the
• 24:09
  uber
• 24:09
  couture
• 24:10
  so
• 24:10
  that
• 24:11
  your
• 24:11
  mid
• 24:11
  or
• 24:12
  your
• 24:12
  premium
• 24:12
  then
• 24:13
  looks
• 24:13
  reasonable
• 24:14
  in
• 24:14
  comparison.
• 24:16
  So
• 24:16
  if
• 24:16
  you
• 24:17
  make
• 24:17
  wedding
• 24:18
  veils,
• 24:18
  for
• 24:18
  example,
• 24:19
  you
• 24:20
  can
• 24:20
  just
• 24:20
  for
• 24:20
  the
• 24:20
  heck
• 24:21
  of
• 24:21
  it,
• 24:21
  I
• 24:21
  mean,
• 24:21
  and
• 24:22
  there's
• 24:22
  a
• 24:22
  reason
• 24:22
  I
• 24:23
  mentioned
• 24:23
  this,
• 24:24
  if
• 24:24
  you
• 24:25
  make
• 24:25
  wedding
• 24:25
  veils,
• 24:26
  for
• 24:26
  example,
• 24:27
  you
• 24:27
  can
• 24:27
  say
• 24:27
  something
• 24:27
  like
• 24:28
  the
• 24:28
  most
• 24:28
  expensive
• 24:29
  wedding
• 24:29
  veil
• 24:29
  in
• 24:30
  the
• 24:30
  world
• 24:32
  and
• 24:32
  you
• 24:32
  collaborate
• 24:33
  with
• 24:33
  a
• 24:33
  diamond
• 24:33
  merchant,
• 24:34
  they're
• 24:35
  not
• 24:35
  going
• 24:35
  to
• 24:35
  give
• 24:35
  you
• 24:35
  real
• 24:35
  diamonds,
• 24:36
  by
• 24:36
  the
• 24:36
  way,
• 24:36
  they'll
• 24:36
  give
• 24:36
  you
• 24:37
  stones.
• 24:37
  And
• 24:37
  you
• 24:38
  can
• 24:38
  say
• 24:38
  we
• 24:38
  drench
• 24:39
  this
• 24:40
  veil
• 24:40
  in
• 24:41
  diamonds
• 24:42
  and
• 24:42
  you
• 24:43
  make
• 24:43
  a
• 24:43
  splash
• 24:43
  and
• 24:43
  blah,
• 24:44
  blah,
• 24:44
  blah,
• 24:44
  blah,
• 24:44
  blah.
• 24:45
  So
• 24:45
  you're
• 24:46
  positioning
• 24:46
  yourself
• 24:46
  as
• 24:47
  couture,
• 24:47
  blah,
• 24:48
  blah,
• 24:48
  blah,
• 24:48
  blah,
• 24:48
  blah.
• 24:48
  Whether
• 24:49
  people
• 24:49
  believe
• 24:49
  it
• 24:49
  or
• 24:49
  not
• 24:50
  is
• 24:50
  another
• 24:51
  story.
• 24:52
  But
• 24:52
  you
• 24:52
  make
• 24:53
  that
• 24:53
  Splash.
• 24:54
  But
• 24:54
  what
• 24:54
  you
• 24:55
  really
• 24:55
  want
• 24:55
  to
• 24:55
  sell
• 24:56
  is
• 24:56
  the
• 24:56
  mid
• 24:56
  range.
• 24:58
  So
• 24:59
  that
• 24:59
  way
• 24:59
  your
• 24:59
  mid
• 24:59
  range
• 25:00
  looks
• 25:01
  reasonable
• 25:02
  and
• 25:02
  cheap
• 25:03
  in
• 25:03
  comparison.
• 25:04
  And
• 25:04
  that
• 25:04
  is
• 25:04
  what
• 25:05
  a
• 25:05
  lot
• 25:05
  of
• 25:05
  these
• 25:05
  brands,
• 25:06
  that's
• 25:06
  what
• 25:06
  they
• 25:07
  do.
• 25:07
  But
• 25:08
  they've
• 25:08
  been
• 25:08
  doing
• 25:08
  it
• 25:09
  in
• 25:09
  plain
• 25:09
  sight
• 25:11
  for
• 25:11
  years
• 25:11
  and
• 25:12
  years
• 25:12
  and
• 25:12
  nobody's
• 25:13
  really
• 25:13
  kind
• 25:14
  of
• 25:14
  like
• 25:14
  come
• 25:14
  out
• 25:15
  to
• 25:15
  say
• 25:15
  it,
• 25:15
  but
• 25:16
  I
• 25:16
  am
• 25:16
  now.
• 25:17
  So,
• 25:17
  Becca,
• 25:18
  I
• 25:18
  imagine
• 25:18
  quite
• 25:18
  a
• 25:19
  lot
• 25:19
  of
• 25:19
  your
• 25:19
  clients,
• 25:19
  it's
• 25:20
  quite
• 25:20
  difficult
• 25:20
  because
• 25:20
  it's
• 25:21
  not
• 25:21
  a
• 25:21
  product,
• 25:22
  you
• 25:22
  know,
• 25:22
  if
• 25:22
  it's
• 25:23
  a
• 25:23
  wedding
• 25:23
  venue,
• 25:23
  for
• 25:23
  example,
• 25:24
  it's
• 25:24
  really
• 25:25
  difficult
• 25:25
  to
• 25:25
  have
• 25:25
  two
• 25:26
  different
• 25:26
  levels.
• 25:27
  You
• 25:27
  know,
• 25:27
  you
• 25:27
  can't
• 25:27
  kind
• 25:28
  of
• 25:28
  close
• 25:28
  off
• 25:28
  that
• 25:28
  part
• 25:29
  of
• 25:29
  the
• 25:29
  building,
• 25:29
  building
• 25:29
  that
• 25:30
  day.
• 25:31
  So
• 25:31
  how
• 25:32
  would
• 25:32
  you
• 25:32
  advise
• 25:33
  those
• 25:33
  businesses
• 25:33
  that
• 25:34
  have
• 25:34
  been
• 25:34
  working
• 25:34
  the
• 25:34
  mid
• 25:34
  and
• 25:35
  premium
• 25:35
  markets
• 25:36
  to
• 25:37
  move
• 25:38
  into
• 25:38
  luxury
• 25:39
  if
• 25:39
  they're
• 25:39
  wanting
• 25:40
  to,
• 25:40
  without
• 25:40
  alienating
• 25:42
  their
• 25:42
  current
• 25:42
  market?
• 25:43
  By
• 25:43
  Elizabeth's
• 25:44
  book,
• 25:45
  because
• 25:45
  she
• 25:46
  tells
• 25:46
  you
• 25:46
  how
• 25:46
  to
• 25:46
  do
• 25:46
  it
• 25:46
  and
• 25:47
  she's
• 25:47
  the
• 25:47
  best
• 25:48
  when
• 25:48
  it
• 25:48
  comes
• 25:48
  to
• 25:48
  this
• 25:48
  kind
• 25:49
  of
• 25:49
  luxury
• 25:49
  thing.
• 25:49
  But
• 25:49
  I
• 25:50
  do
• 25:50
  think
• 25:50
  often
• 25:51
  you
• 25:52
  have
• 25:52
  to
• 25:52
  take
• 25:52
  a
• 25:52
  step
• 25:53
  of
• 25:53
  faith.
• 25:53
  If
• 25:54
  you
• 25:54
  want
• 25:54
  to
• 25:54
  go
• 25:54
  up
• 25:54
  to
• 25:54
  that
• 25:55
  luxury,
• 25:55
  you've
• 25:55
  got
• 25:55
  to
• 25:55
  do
• 25:55
  something
• 25:56
  to
• 25:56
  step
• 25:56
  up
• 25:57
  there.
• 25:57
  You
• 25:58
  will
• 25:58
  lose
• 25:58
  people
• 25:59
  along
• 25:59
  that
• 25:59
  way
• 25:59
  and
• 25:59
  you
• 25:59
  have
• 26:00
  to
• 26:00
  be
• 26:00
  prepared
• 26:00
  to
• 26:00
  do
• 26:00
  that
• 26:01
  is
• 26:01
  the
• 26:01
  same.
• 26:01
  Even
• 26:02
  if
• 26:02
  you're
• 26:02
  at
• 26:02
  mid
• 26:02
  level
• 26:02
  and
• 26:03
  you
• 26:03
  raise
• 26:03
  your
• 26:03
  prices
• 26:03
  by
• 26:04
  500
• 26:04
  or
• 26:04
  £1,000,
• 26:05
  the
• 26:05
  phone
• 26:06
  may
• 26:06
  go
• 26:06
  quiet
• 26:06
  or
• 26:07
  the
• 26:07
  email
• 26:07
  inquiries
• 26:08
  for
• 26:08
  a
• 26:08
  while
• 26:08
  may
• 26:08
  go
• 26:08
  quiet,
• 26:09
  but
• 26:10
  then
• 26:10
  once
• 26:10
  you've
• 26:10
  repositioned,
• 26:11
  you'll
• 26:11
  start
• 26:11
  getting
• 26:12
  more
• 26:12
  of
• 26:12
  those
• 26:12
  expensive
• 26:13
  inquiries
• 26:13
  coming
• 26:13
  in.
• 26:14
  So
• 26:14
  there
• 26:14
  is.
• 26:15
  I
• 26:15
  don't
• 26:15
  think
• 26:15
  you
• 26:16
  can
• 26:16
  play
• 26:16
  at
• 26:16
  this.
• 26:16
  That's
• 26:17
  what
• 26:17
  I
• 26:17
  said
• 26:17
  before.
• 26:17
  You've
• 26:18
  got
• 26:18
  to
• 26:18
  go
• 26:18
  all
• 26:18
  in
• 26:19
  and
• 26:19
  you've
• 26:19
  got
• 26:19
  to
• 26:19
  do
• 26:19
  something
• 26:19
  to
• 26:20
  make
• 26:20
  a
• 26:20
  splash
• 26:20
  if
• 26:21
  you
• 26:21
  want
• 26:21
  to
• 26:21
  go
• 26:21
  for
• 26:21
  luxury.
• 26:22
  But
• 26:22
  first
• 26:22
  of
• 26:22
  all,
• 26:23
  you've
• 26:23
  got
• 26:23
  to
• 26:23
  be
• 26:23
  really
• 26:23
  sure
• 26:23
  you
• 26:24
  do.
• 26:24
  And
• 26:24
  Elizabeth,
• 26:25
  when
• 26:25
  we
• 26:25
  have
• 26:26
  another
• 26:26
  year
• 26:26
  like
• 26:27
  2025
• 26:28
  and
• 26:29
  people
• 26:30
  are
• 26:30
  being
• 26:31
  a
• 26:31
  little
• 26:31
  bit
• 26:31
  difficult
• 26:33
  spending
• 26:33
  on
• 26:33
  luxury,
• 26:35
  how
• 26:35
  do
• 26:36
  businesses
• 26:36
  navigate
• 26:37
  that?
• 26:38
  Should
• 26:39
  they
• 26:39
  be
• 26:39
  then
• 26:40
  introducing
• 26:41
  the
• 26:41
  mid
• 26:41
  range
• 26:42
  and
• 26:43
  try
• 26:43
  not
• 26:43
  to
• 26:43
  water
• 26:43
  their
• 26:44
  brand
• 26:44
  down
• 26:45
  too
• 26:45
  much,
• 26:45
  or
• 26:45
  should
• 26:45
  they
• 26:46
  be
• 26:46
  just
• 26:46
  riding
• 26:47
  the
• 26:47
  storm,
• 26:47
  sticking
• 26:48
  to
• 26:48
  that
• 26:48
  price
• 26:48
  point?
• 26:49
  Is
• 26:49
  there
• 26:49
  a
• 26:49
  way
• 26:50
  of
• 26:50
  doing
• 26:50
  it?
• 26:51
  So
• 26:51
  discounting
• 26:52
  without
• 26:53
  discounting?
• 26:55
  I
• 26:55
  like
• 26:55
  that.
• 26:56
  Actually,
• 26:56
  that's
• 26:56
  a
• 26:56
  loaded
• 26:57
  question
• 26:57
  and
• 26:57
  I
• 26:58
  think
• 26:58
  many
• 26:58
  luxury
• 26:58
  brands
• 26:59
  are
• 26:59
  grappling
• 26:59
  with
• 26:59
  that
• 27:00
  right
• 27:00
  now.
• 27:01
  But
• 27:01
  I
• 27:02
  would
• 27:02
  suggest
• 27:02
  that
• 27:02
  people
• 27:03
  do
• 27:03
  what
• 27:04
  some
• 27:04
  hotels
• 27:05
  have
• 27:05
  been
• 27:05
  successfully
• 27:06
  doing
• 27:07
  so
• 27:07
  they
• 27:07
  know
• 27:07
  they
• 27:08
  can't
• 27:08
  charge
• 27:08
  more
• 27:09
  per
• 27:09
  room.
• 27:10
  But
• 27:10
  what
• 27:10
  they
• 27:11
  can
• 27:11
  do
• 27:11
  is
• 27:12
  maybe
• 27:12
  have
• 27:12
  very
• 27:13
  expensive
• 27:13
  afternoon
• 27:14
  teas.
• 27:15
  Because
• 27:15
  you
• 27:15
  can
• 27:15
  go
• 27:15
  for
• 27:16
  an
• 27:16
  expensive
• 27:16
  afternoon
• 27:17
  tea
• 27:18
  or
• 27:18
  you
• 27:19
  can
• 27:19
  go
• 27:19
  for
• 27:19
  an
• 27:19
  experience.
• 27:20
  They
• 27:20
  could
• 27:20
  have
• 27:20
  a
• 27:20
  pop
• 27:20
  up,
• 27:21
  they
• 27:21
  can
• 27:21
  have
• 27:22
  a
• 27:22
  chef
• 27:23
  from
• 27:23
  some
• 27:23
  random
• 27:24
  place
• 27:24
  and
• 27:24
  say
• 27:25
  the
• 27:25
  chef
• 27:25
  is
• 27:25
  only
• 27:26
  in
• 27:26
  town
• 27:26
  for
• 27:28
  a
• 27:28
  few
• 27:28
  weeks.
• 27:29
  I
• 27:29
  think
• 27:29
  Claridge's
• 27:30
  did
• 27:30
  something
• 27:30
  like
• 27:31
  that
• 27:31
  where
• 27:31
  they
• 27:31
  got
• 27:31
  a
• 27:32
  chef
• 27:32
  and
• 27:32
  the
• 27:33
  chef
• 27:33
  introduced
• 27:33
  ants
• 27:35
  as
• 27:35
  part
• 27:35
  of
• 27:35
  the
• 27:35
  menu
• 27:35
  and
• 27:36
  people
• 27:36
  were
• 27:36
  eating
• 27:36
  the
• 27:37
  ants.
• 27:37
  I
• 27:37
  know.
• 27:38
  And
• 27:38
  it
• 27:39
  just
• 27:39
  goes
• 27:39
  to
• 27:39
  show
• 27:39
  that
• 27:40
  people
• 27:40
  are
• 27:40
  after
• 27:41
  experiences.
• 27:42
  So
• 27:42
  what
• 27:42
  a
• 27:43
  hotel
• 27:43
  can
• 27:43
  do
• 27:43
  is
• 27:44
  up
• 27:44
  the
• 27:44
  experience.
• 27:46
  So
• 27:46
  for
• 27:46
  example,
• 27:46
  a
• 27:47
  hotel
• 27:47
  like
• 27:47
  this,
• 27:47
  very
• 27:48
  steeped
• 27:48
  in
• 27:48
  history.
• 27:49
  But
• 27:50
  here's
• 27:50
  the
• 27:50
  problem
• 27:50
  with
• 27:50
  history,
• 27:51
  it
• 27:51
  can
• 27:51
  be
• 27:51
  boring
• 27:52
  to
• 27:52
  the
• 27:52
  dendies
• 27:54
  because
• 27:54
  you
• 27:55
  know,
• 27:55
  pop
• 27:55
  off
• 27:56
  and
• 27:56
  all
• 27:56
  that.
• 27:57
  But
• 27:57
  you
• 27:57
  need
• 27:57
  to
• 27:57
  find
• 27:58
  a
• 27:58
  way
• 27:58
  to
• 27:59
  make
• 27:59
  that
• 27:59
  history
• 28:00
  relevant.
• 28:01
  So
• 28:01
  if
• 28:01
  you
• 28:01
  find
• 28:02
  a
• 28:02
  way
• 28:02
  to
• 28:02
  make
• 28:02
  the
• 28:02
  history
• 28:02
  relevant,
• 28:04
  other
• 28:04
  people
• 28:04
  will
• 28:04
  follow.
• 28:05
  So
• 28:06
  experiences,
• 28:07
  experiences,
• 28:07
  experiences.
• 28:08
  And
• 28:09
  people
• 28:09
  need
• 28:09
  to
• 28:09
  see
• 28:09
  the
• 28:10
  face
• 28:10
  behind.
• 28:11
  So
• 28:12
  if
• 28:12
  you,
• 28:12
  for
• 28:12
  example,
• 28:13
  a
• 28:13
  hotel
• 28:13
  like
• 28:14
  this,
• 28:14
  if
• 28:14
  it
• 28:14
  was
• 28:14
  me,
• 28:15
  I
• 28:15
  would
• 28:15
  have
• 28:15
  in
• 28:16
  residence
• 28:16
  a
• 28:17
  historian,
• 28:18
  a
• 28:19
  young,
• 28:19
  funky
• 28:20
  trendy
• 28:21
  historian.
• 28:22
  Why
• 28:22
  am
• 28:22
  I
• 28:22
  giving
• 28:22
  this
• 28:23
  for
• 28:23
  nothing?
• 28:24
  You
• 28:24
  know,
• 28:25
  I
• 28:26
  would
• 28:26
  have
• 28:26
  a
• 28:26
  really
• 28:26
  young
• 28:27
  trendy
• 28:27
  historian.
• 28:29
  So
• 28:29
  people
• 28:29
  can
• 28:29
  come
• 28:30
  as
• 28:30
  part
• 28:31
  of
• 28:31
  the
• 28:31
  experience
• 28:32
  of
• 28:32
  being
• 28:32
  in
• 28:32
  the
• 28:32
  hotel.
• 28:33
  And
• 28:34
  with
• 28:34
  that
• 28:35
  you're
• 28:35
  not
• 28:35
  spending
• 28:35
  a
• 28:36
  shed
• 28:36
  load
• 28:36
  of
• 28:36
  money,
• 28:37
  but
• 28:38
  you
• 28:38
  are
• 28:38
  introducing
• 28:39
  something
• 28:39
  new
• 28:39
  and
• 28:40
  different
• 28:41
  and
• 28:41
  you're
• 28:41
  really,
• 28:42
  really
• 28:43
  leaning
• 28:43
  into
• 28:46
  your
• 28:47
  selling
• 28:47
  point.
• 28:49
  Because
• 28:49
  whether
• 28:49
  we
• 28:49
  like
• 28:49
  it
• 28:50
  or
• 28:50
  not,
• 28:50
  luxury
• 28:51
  evolves
• 28:52
  and
• 28:53
  luxury
• 28:53
  is
• 28:53
  evolving
• 28:54
  with
• 28:54
  the
• 28:54
  user.
• 28:55
  In
• 28:55
  the
• 28:55
  old
• 28:56
  days,
• 28:56
  I
• 28:56
  remember
• 28:56
  when
• 28:57
  I
• 28:57
  was
• 28:57
  growing
• 28:57
  up,
• 28:57
  up
• 28:58
  the
• 28:58
  brands
• 28:59
  were
• 28:59
  telling
• 28:59
  us
• 28:59
  how
• 29:00
  to
• 29:00
  interact
• 29:01
  with
• 29:01
  luxury.
• 29:02
  But
• 29:02
  nowadays
• 29:03
  a
• 29:04
  lot
• 29:04
  of
• 29:04
  young
• 29:04
  people
• 29:04
  are
• 29:04
  like
• 29:05
  heck
• 29:05
  no,
• 29:05
  you
• 29:05
  know,
• 29:05
  it's
• 29:06
  my
• 29:06
  money,
• 29:07
  I
• 29:07
  can,
• 29:07
  you
• 29:08
  know,
• 29:08
  I,
• 29:08
  I,
• 29:08
  I
• 29:09
  choose
• 29:09
  the
• 29:09
  way
• 29:09
  I
• 29:10
  want
• 29:10
  to
• 29:10
  consume
• 29:11
  this
• 29:11
  luxury.
• 29:12
  So
• 29:13
  there
• 29:13
  are
• 29:13
  ways
• 29:14
  in
• 29:14
  which
• 29:15
  many
• 29:16
  hotels
• 29:16
  or
• 29:16
  venues
• 29:17
  or
• 29:17
  whatever
• 29:17
  can
• 29:17
  do,
• 29:18
  do
• 29:18
  things.
• 29:19
  But
• 29:19
  you
• 29:19
  need
• 29:19
  to
• 29:20
  think,
• 29:20
  okay,
• 29:20
  we
• 29:20
  have
• 29:20
  got
• 29:21
  a
• 29:21
  lot
• 29:21
  of
• 29:21
  money,
• 29:22
  what
• 29:22
  can
• 29:22
  we
• 29:22
  do
• 29:23
  with
• 29:23
  what
• 29:23
  we
• 29:23
  have
• 29:23
  have?
• 29:24
  So
• 29:24
  that's
• 29:25
  kind
• 29:25
  of,
• 29:25
  yeah,
• 29:26
  my
• 29:26
  long
• 29:26
  winded
• 29:26
  answer
• 29:27
  to
• 29:27
  that.
• 29:27
  So
• 29:28
  moving
• 29:28
  away
• 29:28
  from
• 29:29
  luxury
• 29:29
  for
• 29:29
  a
• 29:29
  bit
• 29:30
  and
• 29:30
  debating
• 29:31
  the
• 29:31
  is
• 29:32
  done
• 29:32
  better
• 29:32
  than
• 29:33
  perfect,
• 29:35
  wedding
• 29:35
  pros
• 29:36
  are
• 29:36
  very
• 29:36
  often
• 29:37
  naturally
• 29:38
  perfectionist.
• 29:39
  So
• 29:39
  Becca,
• 29:40
  how
• 29:40
  do
• 29:41
  you
• 29:41
  help
• 29:41
  businesses
• 29:43
  properly
• 29:44
  let
• 29:44
  go,
• 29:45
  take
• 29:45
  some
• 29:46
  action.
• 29:46
  And
• 29:47
  not
• 29:48
  just
• 29:48
  in
• 29:48
  theory,
• 29:48
  but
• 29:49
  in
• 29:49
  practice
• 29:49
  this.
• 29:50
  So
• 29:50
  for
• 29:50
  me,
• 29:51
  I
• 29:51
  think
• 29:51
  a
• 29:51
  lot
• 29:51
  of
• 29:51
  you
• 29:51
  just
• 29:52
  spend
• 29:52
  so
• 29:52
  much
• 29:52
  time
• 29:53
  in
• 29:53
  your
• 29:53
  own
• 29:53
  heads
• 29:54
  and,
• 29:54
  and
• 29:55
  that's
• 29:55
  hard
• 29:55
  because
• 29:55
  we're
• 29:55
  wedding
• 29:56
  business
• 29:56
  owners
• 29:56
  and
• 29:56
  we're
• 29:56
  on
• 29:57
  our
• 29:57
  own
• 29:57
  a
• 29:57
  lot
• 29:57
  of
• 29:57
  the
• 29:57
  time
• 29:58
  and
• 29:58
  we
• 29:58
  talk
• 29:58
  ourselves
• 29:59
  out
• 29:59
  of
• 29:59
  things
• 30:00
  and
• 30:00
  I
• 30:00
  say
• 30:00
  a
• 30:01
  lot
• 30:01
  when
• 30:01
  I'm
• 30:01
  chatting
• 30:01
  to
• 30:01
  my
• 30:02
  members
• 30:02
  on
• 30:02
  our
• 30:02
  calls
• 30:03
  and
• 30:03
  things
• 30:03
  like
• 30:03
  that,
• 30:03
  you
• 30:04
  know,
• 30:04
  stop
• 30:04
  worrying
• 30:05
  about
• 30:05
  what
• 30:05
  they
• 30:05
  think
• 30:05
  because
• 30:06
  they
• 30:06
  don't
• 30:06
  exist,
• 30:07
  they're
• 30:07
  just
• 30:07
  in
• 30:07
  your
• 30:07
  head.
• 30:08
  So
• 30:08
  you're
• 30:08
  thinking,
• 30:09
  oh,
• 30:09
  if
• 30:09
  I
• 30:09
  say
• 30:09
  this,
• 30:10
  what
• 30:10
  will
• 30:10
  they
• 30:10
  think?
• 30:10
  No
• 30:10
  one
• 30:11
  cares.
• 30:11
  Like
• 30:11
  Elizabeth
• 30:12
  said
• 30:12
  earlier,
• 30:12
  most
• 30:12
  people
• 30:12
  won't
• 30:13
  see
• 30:13
  most
• 30:13
  of
• 30:13
  the
• 30:13
  things
• 30:14
  that
• 30:14
  you
• 30:14
  do.
• 30:15
  So
• 30:15
  I
• 30:15
  think
• 30:15
  you
• 30:15
  have
• 30:15
  to,
• 30:16
  to
• 30:16
  let
• 30:17
  go
• 30:17
  a
• 30:17
  little
• 30:18
  bit
• 30:18
  from
• 30:18
  that
• 30:19
  mindset
• 30:19
  of
• 30:19
  worrying
• 30:20
  about
• 30:20
  what
• 30:20
  other
• 30:20
  people
• 30:21
  are
• 30:21
  going
• 30:21
  to
• 30:21
  think
• 30:22
  and
• 30:22
  just
• 30:23
  try
• 30:24
  and
• 30:24
  just
• 30:25
  get
• 30:25
  better.
• 30:26
  Now,
• 30:26
  maybe
• 30:27
  that's
• 30:27
  being
• 30:27
  in
• 30:27
  rooms
• 30:27
  like
• 30:28
  this
• 30:28
  or
• 30:28
  being
• 30:28
  in
• 30:29
  memberships,
• 30:29
  being
• 30:29
  with
• 30:30
  people
• 30:30
  who
• 30:30
  are
• 30:31
  doing
• 30:31
  the
• 30:31
  same
• 30:31
  thing
• 30:31
  as
• 30:31
  you,
• 30:32
  because
• 30:32
  then
• 30:32
  you
• 30:32
  can
• 30:32
  encourage
• 30:33
  each
• 30:33
  other,
• 30:33
  you
• 30:34
  can
• 30:34
  cheer
• 30:34
  people
• 30:34
  on
• 30:35
  and
• 30:35
  you
• 30:35
  can
• 30:35
  say,
• 30:35
  you
• 30:36
  know,
• 30:36
  you
• 30:36
  should
• 30:36
  do
• 30:36
  this.
• 30:36
  Yeah,
• 30:37
  go
• 30:37
  for
• 30:37
  it,
• 30:37
  give
• 30:37
  it
• 30:37
  a
• 30:37
  go
• 30:38
  and
• 30:38
  see
• 30:38
  what
• 30:38
  happens.
• 30:39
  I
• 30:39
  think
• 30:40
  when
• 30:40
  we
• 30:40
  isolate
• 30:40
  ourselves,
• 30:41
  that's
• 30:41
  when
• 30:41
  we
• 30:41
  get
• 30:42
  ourselves
• 30:42
  into
• 30:43
  this
• 30:43
  mindset.
• 30:44
  And
• 30:45
  for
• 30:45
  me,
• 30:45
  I've
• 30:45
  always
• 30:46
  lived
• 30:46
  that
• 30:46
  mantra
• 30:47
  of
• 30:47
  just,
• 30:47
  just
• 30:47
  try.
• 30:47
  What's
• 30:48
  the
• 30:48
  worst
• 30:48
  that
• 30:48
  can
• 30:48
  happen?
• 30:49
  A
• 30:49
  little
• 30:49
  bit
• 30:49
  like
• 30:49
  Elizabeth
• 30:50
  said
• 30:50
  earlier,
• 30:50
  tell
• 30:51
  us
• 30:51
  of
• 30:51
  what's
• 30:51
  the
• 30:51
  worst
• 30:51
  that
• 30:52
  can
• 30:52
  happen
• 30:52
  if
• 30:52
  you
• 30:52
  do
• 30:53
  this
• 30:53
  thing.
• 30:53
  What's
• 30:54
  the
• 30:54
  worst
• 30:54
  that
• 30:54
  can
• 30:54
  happen?
• 30:54
  No
• 30:55
  one
• 30:55
  likes
• 30:55
  your
• 30:55
  post
• 30:55
  on
• 30:56
  TikTok.
• 30:56
  Okay,
• 30:57
  well,
• 30:57
  move
• 30:57
  on.
• 30:57
  They
• 30:57
  might
• 30:58
  like
• 30:58
  the
• 30:58
  next
• 30:58
  one.
• 30:58
  It
• 30:58
  doesn't
• 30:59
  really
• 30:59
  matter.
• 31:00
  So
• 31:00
  ask
• 31:00
  yourself,
• 31:01
  what's
• 31:01
  the
• 31:01
  worst
• 31:01
  that
• 31:01
  can
• 31:01
  happen?
• 31:01
  And
• 31:02
  then
• 31:02
  just
• 31:02
  try
• 31:02
  it,
• 31:02
  because
• 31:03
  actually
• 31:03
  the
• 31:04
  best
• 31:04
  might
• 31:05
  happen.
• 31:05
  Now,
• 31:05
  many
• 31:06
  of
• 31:06
  you
• 31:06
  will
• 31:06
  know
• 31:06
  about
• 31:07
  my
• 31:07
  daughter
• 31:07
  Alice.
• 31:08
  I
• 31:08
  talk
• 31:08
  about
• 31:08
  her
• 31:09
  a
• 31:09
  lot
• 31:09
  because
• 31:09
  I,
• 31:09
  I
• 31:09
  think
• 31:10
  at
• 31:10
  8
• 31:10
  years
• 31:10
  old,
• 31:11
  they
• 31:11
  haven't
• 31:11
  got
• 31:12
  that
• 31:12
  same
• 31:12
  confidence
• 31:13
  issue.
• 31:13
  And
• 31:14
  so
• 31:14
  I
• 31:14
  think
• 31:14
  I
• 31:14
  always
• 31:14
  say,
• 31:15
  be
• 31:15
  more
• 31:15
  Alice.
• 31:15
  We
• 31:15
  need
• 31:15
  to
• 31:16
  learn
• 31:16
  from
• 31:16
  her
• 31:17
  because
• 31:17
  she
• 31:17
  said
• 31:18
  to
• 31:18
  me,
• 31:18
  I
• 31:18
  want
• 31:18
  to
• 31:18
  play
• 31:18
  for
• 31:19
  a
• 31:19
  Premier
• 31:19
  League
• 31:19
  football
• 31:19
  team.
• 31:20
  And
• 31:21
  I
• 31:21
  said,
• 31:21
  oh,
• 31:22
  I
• 31:22
  don't
• 31:22
  know.
• 31:22
  In
• 31:23
  my
• 31:23
  head
• 31:23
  I
• 31:23
  wanted
• 31:23
  to
• 31:23
  say
• 31:24
  no
• 31:24
  and
• 31:24
  I
• 31:24
  wanted
• 31:24
  to
• 31:24
  do
• 31:25
  all
• 31:25
  of
• 31:25
  the
• 31:25
  things
• 31:25
  that
• 31:25
  we
• 31:25
  do
• 31:26
  to
• 31:26
  ourselves
• 31:26
  as
• 31:26
  adults.
• 31:27
  And
• 31:27
  I
• 31:27
  said
• 31:28
  no,
• 31:28
  all
• 31:28
  right,
• 31:28
  just
• 31:28
  go
• 31:29
  and
• 31:29
  see
• 31:29
  what
• 31:29
  happens.
• 31:29
  What's
• 31:30
  the
• 31:30
  worst
• 31:30
  that
• 31:30
  can
• 31:30
  happen?
• 31:30
  They
• 31:31
  say
• 31:31
  no,
• 31:31
  and
• 31:31
  we
• 31:31
  move
• 31:32
  on.
• 31:33
  And
• 31:33
  guess
• 31:33
  what?
• 31:33
  She
• 31:33
  got
• 31:34
  in,
• 31:34
  right?
• 31:35
  So
• 31:36
  5,000.
• 31:37
  5,000
• 31:37
  people
• 31:38
  they
• 31:38
  watch.
• 31:39
  18
• 31:39
  got
• 31:39
  in.
• 31:39
  8
• 31:40
  years
• 31:40
  old.
• 31:40
  She
• 31:41
  now
• 31:41
  plays
• 31:41
  for
• 31:41
  one
• 31:41
  year
• 31:42
  contract
• 31:42
  for
• 31:42
  Arsenal
• 31:42
  for
• 31:43
  next
• 31:43
  season,
• 31:43
  which
• 31:43
  is
• 31:43
  incredible,
• 31:46
  right?
• 31:46
  And
• 31:47
  I
• 31:47
  tell
• 31:47
  you
• 31:47
  that
• 31:48
  because
• 31:48
  she's
• 31:48
  8
• 31:48
  years
• 31:49
  old
• 31:49
  and
• 31:49
  it's
• 31:49
  ridiculous.
• 31:50
  But
• 31:50
  if
• 31:50
  I'd
• 31:50
  have
• 31:51
  done
• 31:51
  the
• 31:52
  things
• 31:52
  that
• 31:52
  we
• 31:52
  do
• 31:52
  to
• 31:52
  our
• 31:53
  own
• 31:53
  heads,
• 31:53
  I'd
• 31:53
  have
• 31:53
  gone,
• 31:54
  it's
• 31:54
  probably
• 31:54
  not
• 31:54
  going
• 31:54
  to
• 31:54
  happen.
• 31:55
  Your
• 31:55
  chances
• 31:55
  are
• 31:55
  really
• 31:55
  low.
• 31:56
  Let's
• 31:56
  not
• 31:56
  put
• 31:56
  ourselves
• 31:57
  out
• 31:57
  there.
• 31:57
  Will
• 31:57
  it
• 31:58
  be
• 31:58
  embarrassing
• 31:58
  if
• 31:58
  you
• 31:58
  don't
• 31:59
  get
• 31:59
  in?
• 31:59
  Blah,
• 31:59
  blah,
• 31:59
  blah.
• 32:00
  But
• 32:00
  because
• 32:01
  we
• 32:01
  stripped
• 32:01
  all
• 32:01
  that
• 32:01
  away
• 32:02
  and
• 32:02
  she
• 32:02
  just
• 32:02
  did
• 32:02
  it,
• 32:02
  she
• 32:03
  might
• 32:03
  not
• 32:03
  have
• 32:03
  got
• 32:03
  in,
• 32:04
  but
• 32:04
  she
• 32:04
  did.
• 32:04
  And
• 32:05
  so
• 32:05
  you've
• 32:05
  got
• 32:05
  to
• 32:05
  remember,
• 32:05
  be
• 32:06
  Morales
• 32:06
  in
• 32:06
  your
• 32:07
  Head.
• 32:07
  What's
• 32:08
  the
• 32:08
  worst
• 32:08
  that
• 32:08
  can
• 32:08
  happen?
• 32:08
  Actually,
• 32:09
  it
• 32:09
  might
• 32:09
  go
• 32:09
  better
• 32:09
  than
• 32:10
  we
• 32:10
  think.
• 32:10
  And
• 32:11
  I
• 32:11
  think
• 32:11
  I
• 32:11
  read
• 32:11
  in
• 32:11
  your
• 32:12
  book,
• 32:12
  Elizabeth,
• 32:13
  about
• 32:15
  imperfections
• 32:16
  becoming
• 32:17
  collector's
• 32:17
  items
• 32:18
  in
• 32:18
  luxury,
• 32:18
  and
• 32:18
  they
• 32:19
  actually
• 32:19
  get
• 32:19
  a
• 32:19
  higher
• 32:20
  price
• 32:20
  because
• 32:21
  there's
• 32:21
  an
• 32:22
  imperfection.
• 32:23
  So
• 32:23
  for
• 32:23
  you
• 32:23
  personally,
• 32:24
  when
• 32:24
  presumably
• 32:25
  everything
• 32:26
  being
• 32:26
  perfect
• 32:27
  is
• 32:27
  part
• 32:27
  of
• 32:27
  your
• 32:28
  brand,
• 32:28
  how
• 32:28
  do
• 32:29
  you
• 32:29
  operate
• 32:29
  without
• 32:30
  then
• 32:31
  being
• 32:31
  paralyzed
• 32:32
  by
• 32:32
  the
• 32:32
  fear,
• 32:33
  fear
• 32:33
  of
• 32:34
  imperfections.
• 32:35
  You
• 32:35
  think
• 32:36
  everything's
• 32:36
  perfect.
• 32:37
  This
• 32:37
  is
• 32:37
  where
• 32:37
  I
• 32:38
  talk
• 32:38
  about
• 32:38
  perfection
• 32:39
  in
• 32:40
  luxury.
• 32:41
  Perfection,
• 32:43
  perception
• 32:44
  is
• 32:44
  everything.
• 32:45
  So
• 32:46
  what
• 32:46
  people
• 32:46
  do
• 32:46
  is
• 32:46
  they
• 32:47
  build
• 32:47
  this
• 32:47
  incredible
• 32:49
  imagery,
• 32:50
  the
• 32:50
  photographs,
• 32:51
  et
• 32:51
  cetera,
• 32:51
  et
• 32:52
  cetera.
• 32:53
  So
• 32:53
  by
• 32:53
  the
• 32:53
  time
• 32:53
  you
• 32:53
  finally
• 32:54
  get
• 32:54
  a
• 32:54
  product,
• 32:55
  you're
• 32:55
  so.
• 32:56
  And
• 32:56
  obviously
• 32:56
  they
• 32:57
  make
• 32:57
  you
• 32:57
  wait.
• 32:57
  They
• 32:57
  put
• 32:58
  you
• 32:58
  on
• 32:58
  a
• 32:58
  waiting
• 32:58
  list.
• 32:58
  So
• 32:59
  by
• 32:59
  the
• 32:59
  time
• 32:59
  you
• 32:59
  finally
• 33:00
  get
• 33:00
  a
• 33:00
  product,
• 33:00
  you're
• 33:00
  like,
• 33:00
  oh,
• 33:01
  my
• 33:01
  God,
• 33:01
  you
• 33:01
  know,
• 33:02
  I
• 33:02
  got
• 33:02
  a
• 33:02
  Birkin.
• 33:03
  And
• 33:03
  you
• 33:04
  see
• 33:04
  these
• 33:04
  unboxings
• 33:05
  and
• 33:05
  unveilings
• 33:06
  on
• 33:06
  so
• 33:07
  many
• 33:07
  social
• 33:07
  media
• 33:07
  platforms.
• 33:08
  Finally,
• 33:09
  they're
• 33:10
  allowed
• 33:11
  a
• 33:11
  thing.
• 33:12
  But
• 33:13
  I
• 33:13
  think
• 33:13
  for
• 33:13
  me,
• 33:13
  it's
• 33:14
  the
• 33:14
  Japanese
• 33:14
  thing
• 33:14
  of.
• 33:15
  I
• 33:15
  think
• 33:15
  it's
• 33:15
  called
• 33:15
  kintsugi,
• 33:17
  where
• 33:17
  if
• 33:17
  a
• 33:17
  place
• 33:17
  is
• 33:18
  broken,
• 33:18
  they
• 33:18
  then
• 33:19
  use
• 33:19
  gold
• 33:20
  to
• 33:20
  literally
• 33:21
  highlight
• 33:21
  the
• 33:22
  imperfections.
• 33:23
  So
• 33:23
  it
• 33:23
  looks
• 33:24
  incredible
• 33:25
  and
• 33:25
  they
• 33:25
  make
• 33:26
  a
• 33:26
  virtue
• 33:26
  of
• 33:26
  that.
• 33:27
  So
• 33:28
  I
• 33:28
  remember
• 33:30
  quite
• 33:30
  a
• 33:30
  few
• 33:30
  years
• 33:30
  back
• 33:31
  now,
• 33:32
  as
• 33:32
  a
• 33:32
  cake
• 33:32
  maker,
• 33:34
  her
• 33:34
  name
• 33:34
  is
• 33:35
  Jasmine
• 33:35
  Ray,
• 33:37
  she
• 33:37
  made
• 33:37
  a
• 33:38
  virtue
• 33:38
  of
• 33:39
  the
• 33:39
  fact
• 33:39
  that
• 33:39
  she
• 33:39
  wouldn't
• 33:40
  cover
• 33:40
  cakes
• 33:40
  properly.
• 33:41
  Neither
• 33:42
  could
• 33:42
  I.
• 33:43
  So
• 33:43
  she
• 33:44
  made
• 33:44
  a
• 33:44
  virtue
• 33:44
  of
• 33:44
  it.
• 33:45
  And
• 33:45
  she
• 33:45
  created
• 33:46
  this
• 33:46
  cracked
• 33:46
  concrete
• 33:47
  kind
• 33:47
  of
• 33:47
  style,
• 33:49
  and
• 33:49
  before
• 33:49
  you
• 33:49
  know
• 33:50
  it,
• 33:50
  everybody
• 33:51
  was
• 33:51
  literally
• 33:51
  killing
• 33:52
  themselves
• 33:52
  to
• 33:53
  make
• 33:53
  that
• 33:53
  cake.
• 33:54
  But
• 33:54
  she
• 33:55
  made
• 33:55
  a
• 33:55
  virtue
• 33:55
  of
• 33:55
  it.
• 33:56
  She
• 33:56
  got
• 33:56
  incredible
• 33:57
  photography,
• 33:58
  she
• 33:58
  got
• 33:59
  incredible
• 34:00
  new
• 34:00
  ways
• 34:00
  of
• 34:01
  doing
• 34:01
  sugar
• 34:01
  flowers.
• 34:02
  So.
• 34:02
  And
• 34:02
  that
• 34:03
  came
• 34:03
  from
• 34:03
  her
• 34:04
  authenticity.
• 34:06
  And
• 34:06
  that
• 34:06
  is
• 34:06
  the
• 34:06
  point
• 34:07
  I'm
• 34:07
  trying
• 34:07
  to
• 34:07
  make,
• 34:08
  that
• 34:08
  you
• 34:08
  need
• 34:09
  to
• 34:09
  be,
• 34:09
  yes,
• 34:10
  it's
• 34:10
  imperfect,
• 34:11
  and
• 34:12
  so
• 34:12
  what?
• 34:13
  But
• 34:14
  the
• 34:15
  one
• 34:15
  thing
• 34:15
  I
• 34:15
  will
• 34:15
  stress,
• 34:16
  though,
• 34:16
  is
• 34:17
  your
• 34:17
  object
• 34:17
  has
• 34:18
  got
• 34:18
  to
• 34:18
  be
• 34:18
  functional.
• 34:20
  So
• 34:20
  there's
• 34:20
  no
• 34:21
  point
• 34:21
  in
• 34:21
  saying
• 34:21
  it's
• 34:22
  imperfect.
• 34:22
  We're
• 34:22
  making
• 34:23
  a
• 34:23
  virtue
• 34:23
  and
• 34:24
  the
• 34:24
  object
• 34:24
  is
• 34:25
  unusable.
• 34:26
  So
• 34:26
  recently,
• 34:26
  I
• 34:27
  know
• 34:27
  there
• 34:27
  was
• 34:27
  a
• 34:27
  bit
• 34:27
  of
• 34:27
  a
• 34:28
  scandal
• 34:28
  that
• 34:29
  certain
• 34:29
  bags
• 34:29
  from
• 34:29
  a
• 34:30
  certain
• 34:32
  brand,
• 34:33
  a
• 34:33
  luxury
• 34:33
  brand,
• 34:34
  was
• 34:34
  actually
• 34:34
  being
• 34:35
  made
• 34:35
  in
• 34:35
  a
• 34:35
  particular
• 34:36
  country,
• 34:37
  and
• 34:37
  it
• 34:38
  wasn't
• 34:38
  as
• 34:38
  handmade
• 34:39
  as
• 34:39
  people
• 34:39
  thought.
• 34:40
  Now,
• 34:41
  that
• 34:41
  is,
• 34:41
  to
• 34:41
  me,
• 34:42
  is
• 34:42
  fraudulent.
• 34:43
  But
• 34:43
  as
• 34:43
  long
• 34:44
  as
• 34:44
  you're
• 34:44
  making
• 34:45
  or
• 34:45
  creating
• 34:45
  whatever
• 34:46
  you're
• 34:46
  creating
• 34:46
  in
• 34:47
  your
• 34:47
  authentic
• 34:48
  way,
• 34:49
  then
• 34:49
  you
• 34:49
  can
• 34:50
  actually
• 34:50
  ride
• 34:50
  that
• 34:51
  wave
• 34:51
  of
• 34:51
  imperfection.
• 34:52
  And
• 34:52
  in
• 34:53
  the
• 34:53
  old
• 34:53
  days,
• 34:53
  when
• 34:54
  somebody
• 34:55
  had
• 34:55
  a
• 34:55
  couture
• 34:55
  gown
• 34:56
  made,
• 34:56
  there
• 34:57
  were
• 34:57
  tiny,
• 34:57
  tiny
• 34:58
  drops
• 34:58
  of
• 34:58
  blood
• 34:59
  along
• 34:59
  the
• 34:59
  hemline.
• 35:01
  And
• 35:01
  that
• 35:01
  signified
• 35:02
  that
• 35:02
  people
• 35:02
  literally
• 35:03
  were
• 35:03
  working
• 35:03
  themselves
• 35:04
  to
• 35:04
  the
• 35:05
  bone
• 35:05
  to
• 35:05
  make
• 35:05
  your
• 35:06
  dress.
• 35:07
  And
• 35:07
  that
• 35:08
  some
• 35:08
  people
• 35:08
  considered
• 35:09
  that
• 35:10
  as
• 35:10
  a
• 35:10
  sign
• 35:10
  of,
• 35:11
  oh
• 35:11
  my
• 35:11
  God,
• 35:11
  I
• 35:11
  can
• 35:11
  afford
• 35:12
  to
• 35:12
  have
• 35:12
  all
• 35:12
  these
• 35:12
  people,
• 35:13
  you
• 35:13
  know,
• 35:13
  make
• 35:13
  my
• 35:13
  dress
• 35:14
  fall
• 35:14
  me.
• 35:15
  So
• 35:15
  you
• 35:15
  need
• 35:15
  to
• 35:16
  find
• 35:16
  your
• 35:16
  own
• 35:16
  version
• 35:17
  of
• 35:17
  that.
• 35:17
  And
• 35:18
  on
• 35:18
  the
• 35:18
  covering
• 35:19
  the
• 35:19
  cake,
• 35:19
  is
• 35:19
  that
• 35:19
  why
• 35:19
  there's
• 35:20
  naked
• 35:20
  cakes?
• 35:21
  Was
• 35:21
  that
• 35:21
  somebody
• 35:21
  that
• 35:21
  just
• 35:22
  couldn't
• 35:22
  cover
• 35:22
  them
• 35:22
  at
• 35:22
  all?
• 35:25
  You
• 35:25
  both
• 35:25
  wrote
• 35:26
  your
• 35:26
  books
• 35:26
  to
• 35:27
  be
• 35:27
  an
• 35:27
  enjoyable
• 35:28
  read,
• 35:28
  but
• 35:29
  if
• 35:29
  there
• 35:29
  is
• 35:29
  one
• 35:30
  uncomfortable
• 35:31
  truth
• 35:31
  that
• 35:32
  you
• 35:32
  think
• 35:32
  every
• 35:33
  business
• 35:33
  in
• 35:34
  this
• 35:34
  room
• 35:34
  needs
• 35:35
  to
• 35:35
  hear,
• 35:36
  what
• 35:36
  would
• 35:37
  it
• 35:37
  be?
• 35:37
  Becca,
• 35:37
  you're
• 35:38
  ready
• 35:38
  with
• 35:38
  the
• 35:38
  mic.
• 35:38
  You've
• 35:39
  got
• 35:39
  a
• 35:39
  few,
• 35:39
  haven't
• 35:39
  you?
• 35:39
  There
• 35:39
  are
• 35:40
  many
• 35:40
  uncomfortable
• 35:40
  truths
• 35:41
  in
• 35:41
  my
• 35:41
  book
• 35:42
  because
• 35:42
  I
• 35:42
  walk
• 35:42
  you
• 35:43
  through
• 35:43
  step
• 35:43
  by
• 35:43
  step,
• 35:44
  how
• 35:44
  to
• 35:44
  build
• 35:44
  a
• 35:44
  business
• 35:44
  in
• 35:45
  the
• 35:45
  wedding
• 35:45
  industry.
• 35:45
  But
• 35:45
  for
• 35:46
  me,
• 35:46
  I
• 35:46
  think
• 35:46
  the
• 35:46
  chapter
• 35:47
  people
• 35:47
  find
• 35:47
  one
• 35:48
  of
• 35:48
  the
• 35:48
  hardest
• 35:48
  to
• 35:48
  read.
• 35:49
  And
• 35:49
  the
• 35:49
  thing
• 35:49
  I
• 35:49
  talk
• 35:49
  about
• 35:49
  that
• 35:50
  people
• 35:50
  find
• 35:50
  the
• 35:50
  hardest
• 35:50
  to
• 35:50
  read
• 35:51
  is
• 35:51
  the
• 35:51
  bit
• 35:51
  when
• 35:51
  it
• 35:51
  comes
• 35:51
  to
• 35:52
  money,
• 35:52
  because
• 35:53
  I
• 35:53
  really
• 35:53
  make
• 35:53
  you
• 35:54
  self
• 35:54
  reflect.
• 35:54
  And
• 35:55
  I
• 35:55
  ask
• 35:55
  you,
• 35:56
  is
• 35:56
  this
• 35:56
  a
• 35:56
  hobby
• 35:57
  or
• 35:57
  a
• 35:57
  business?
• 35:57
  Have
• 35:58
  you
• 35:58
  actually
• 35:58
  looked
• 35:58
  at
• 35:59
  your
• 35:59
  numbers?
• 35:59
  Have
• 36:00
  you
• 36:00
  looked
• 36:00
  at
• 36:00
  how
• 36:00
  much
• 36:00
  you're
• 36:01
  spending
• 36:01
  versus
• 36:01
  how
• 36:02
  much
• 36:02
  is
• 36:02
  coming
• 36:02
  in?
• 36:03
  Because
• 36:04
  actually,
• 36:04
  if
• 36:04
  you're
• 36:05
  spending
• 36:05
  more
• 36:06
  than
• 36:06
  you're
• 36:06
  bringing
• 36:06
  in,
• 36:07
  it
• 36:07
  is
• 36:07
  just
• 36:07
  an
• 36:07
  expensive
• 36:08
  hobby,
• 36:08
  right?
• 36:09
  And
• 36:09
  so
• 36:09
  for
• 36:09
  me,
• 36:09
  that
• 36:10
  is
• 36:10
  the
• 36:10
  most
• 36:10
  uncomfortable
• 36:11
  chapter
• 36:11
  in
• 36:11
  the
• 36:11
  book.
• 36:11
  There's
• 36:12
  a
• 36:12
  QR
• 36:13
  code
• 36:13
  and
• 36:13
  you
• 36:13
  can
• 36:13
  get
• 36:13
  things
• 36:14
  like
• 36:14
  spreadsheets
• 36:15
  to
• 36:15
  help
• 36:15
  you
• 36:15
  with
• 36:15
  this.
• 36:16
  But
• 36:16
  often
• 36:16
  I
• 36:16
  say
• 36:17
  to
• 36:17
  people,
• 36:17
  that's
• 36:17
  the
• 36:17
  first
• 36:17
  step.
• 36:17
  You've
• 36:18
  got
• 36:18
  to
• 36:18
  look
• 36:18
  at
• 36:18
  it
• 36:19
  even
• 36:19
  if
• 36:19
  what
• 36:19
  you
• 36:19
  see
• 36:19
  is
• 36:20
  a
• 36:20
  disaster,
• 36:21
  because
• 36:21
  at
• 36:21
  least
• 36:21
  then
• 36:21
  you
• 36:22
  can
• 36:22
  move
• 36:22
  forward.
• 36:22
  If
• 36:22
  you
• 36:22
  keep
• 36:23
  living
• 36:23
  with
• 36:23
  that
• 36:23
  disaster,
• 36:24
  nothing's
• 36:24
  improving.
• 36:25
  And
• 36:26
  so
• 36:26
  knowing
• 36:27
  your
• 36:27
  numbers
• 36:27
  is
• 36:27
  probably
• 36:28
  the
• 36:28
  most,
• 36:28
  maybe
• 36:29
  boring
• 36:29
  chapter
• 36:30
  of
• 36:30
  my
• 36:30
  book,
• 36:30
  but
• 36:30
  also
• 36:31
  I
• 36:31
  think
• 36:31
  very
• 36:31
  important,
• 36:32
  because
• 36:32
  if
• 36:32
  you're
• 36:32
  not
• 36:33
  making
• 36:33
  any
• 36:33
  money,
• 36:34
  then
• 36:34
  you're
• 36:34
  just
• 36:34
  doing
• 36:35
  this
• 36:35
  for
• 36:35
  fun,
• 36:35
  which
• 36:36
  is
• 36:36
  great.
• 36:36
  But
• 36:37
  then
• 36:37
  stop
• 36:37
  calling
• 36:38
  yourself
• 36:38
  a
• 36:38
  business
• 36:38
  owner
• 36:39
  because
• 36:39
  it's
• 36:39
  just
• 36:39
  an
• 36:39
  expensive
• 36:40
  hobby.
• 36:41
  And
• 36:41
  sometimes
• 36:41
  that
• 36:41
  realization
• 36:42
  when
• 36:42
  you
• 36:42
  do
• 36:43
  the
• 36:43
  work,
• 36:43
  and
• 36:43
  I've
• 36:43
  had
• 36:43
  one
• 36:44
  to
• 36:44
  one
• 36:44
  clients
• 36:44
  that
• 36:44
  have
• 36:44
  done
• 36:45
  this,
• 36:45
  where
• 36:45
  they
• 36:45
  do
• 36:45
  the
• 36:46
  work
• 36:46
  and
• 36:46
  they
• 36:46
  see
• 36:46
  the
• 36:46
  numbers
• 36:47
  and
• 36:47
  it
• 36:47
  feels
• 36:47
  like
• 36:47
  a
• 36:48
  low.
• 36:48
  Actually,
• 36:49
  it's
• 36:49
  the
• 36:49
  start
• 36:49
  start
• 36:50
  of
• 36:50
  what's
• 36:50
  going
• 36:50
  to
• 36:50
  become
• 36:51
  a
• 36:51
  high
• 36:51
  because
• 36:51
  then
• 36:51
  we
• 36:51
  can
• 36:52
  see
• 36:52
  the
• 36:52
  reality
• 36:53
  and
• 36:53
  then
• 36:53
  we
• 36:53
  can
• 36:54
  make
• 36:54
  changes
• 36:55
  to
• 36:55
  start
• 36:55
  making
• 36:56
  profit.
• 36:56
  And
• 36:56
  all
• 36:57
  of
• 36:57
  a
• 36:57
  sudden
• 36:57
  realizing
• 36:58
  you
• 36:58
  go
• 36:58
  from
• 36:58
  making
• 36:59
  nothing
• 36:59
  to
• 36:59
  actually
• 36:59
  bringing
• 37:00
  in
• 37:00
  money
• 37:00
  to
• 37:00
  your
• 37:01
  family,
• 37:01
  that's.
• 37:02
  That's
• 37:02
  what
• 37:02
  brings
• 37:03
  me
• 37:03
  a
• 37:03
  lot
• 37:03
  of
• 37:03
  joy
• 37:03
  in
• 37:04
  my
• 37:04
  business.
• 37:04
  Elizabeth,
• 37:06
  two
• 37:06
  uncomfortable
• 37:07
  truths
• 37:07
  that
• 37:07
  I
• 37:08
  coach
• 37:09
  my
• 37:09
  clients
• 37:10
  on.
• 37:10
  The
• 37:10
  first
• 37:10
  one
• 37:11
  is
• 37:11
  on
• 37:11
  their
• 37:11
  pricing.
• 37:14
  I
• 37:14
  feel
• 37:14
  that
• 37:14
  many
• 37:15
  people
• 37:15
  are
• 37:15
  charging
• 37:16
  Way
• 37:17
  lower.
• 37:18
  Whether
• 37:18
  it
• 37:19
  doesn't
• 37:19
  even
• 37:19
  matter
• 37:19
  whether
• 37:19
  you're
• 37:20
  luxury
• 37:20
  or
• 37:20
  not,
• 37:20
  you
• 37:21
  need
• 37:21
  to
• 37:21
  charge
• 37:22
  a
• 37:22
  reasonable
• 37:23
  amount.
• 37:23
  Especially,
• 37:23
  and
• 37:24
  I'm
• 37:24
  addressing
• 37:24
  the
• 37:24
  cake
• 37:24
  makers
• 37:25
  in
• 37:25
  the
• 37:25
  room,
• 37:26
  you
• 37:27
  need
• 37:27
  to
• 37:27
  charge
• 37:28
  a
• 37:28
  lot
• 37:28
  more.
• 37:29
  So
• 37:29
  pricing.
• 37:30
  And
• 37:30
  in
• 37:31
  my
• 37:31
  book,
• 37:31
  I
• 37:31
  actually
• 37:32
  give
• 37:32
  a
• 37:32
  pricing
• 37:33
  model
• 37:34
  because
• 37:34
  I
• 37:34
  tried
• 37:35
  all
• 37:35
  the
• 37:35
  pricing
• 37:35
  models.
• 37:36
  There
• 37:36
  are
• 37:36
  seven.
• 37:37
  I
• 37:37
  tried
• 37:37
  them
• 37:37
  all.
• 37:38
  It
• 37:38
  was
• 37:38
  all
• 37:38
  a
• 37:38
  disaster.
• 37:39
  Then
• 37:39
  I
• 37:39
  hit
• 37:40
  on
• 37:40
  the
• 37:40
  one
• 37:40
  that
• 37:41
  worked
• 37:41
  for
• 37:41
  me.
• 37:42
  And
• 37:42
  the
• 37:42
  second
• 37:42
  uncomfortable
• 37:43
  truth
• 37:43
  for
• 37:43
  me
• 37:44
  is
• 37:44
  knowing
• 37:45
  yourself,
• 37:46
  including
• 37:46
  your
• 37:47
  flaws.
• 37:48
  And
• 37:48
  I
• 37:48
  talk
• 37:49
  about
• 37:49
  the
• 37:49
  different
• 37:49
  types
• 37:50
  of
• 37:51
  business
• 37:51
  owners,
• 37:52
  and
• 37:53
  I
• 37:53
  came
• 37:53
  out
• 37:54
  as
• 37:54
  two
• 37:55
  types,
• 37:56
  two
• 37:56
  archetypes.
• 37:57
  I'm
• 37:57
  a
• 37:57
  visionary
• 37:59
  as
• 37:59
  well
• 37:59
  as
• 38:00
  artisan.
• 38:02
  And
• 38:02
  on
• 38:03
  the
• 38:03
  surface,
• 38:03
  that
• 38:04
  looks
• 38:04
  good,
• 38:05
  but
• 38:05
  it's
• 38:05
  actually
• 38:05
  a
• 38:06
  disaster.
• 38:07
  Or
• 38:08
  it
• 38:08
  could
• 38:08
  potentially
• 38:09
  be
• 38:09
  a
• 38:09
  disaster,
• 38:10
  because
• 38:10
  as
• 38:10
  a
• 38:11
  visionary,
• 38:11
  I'm
• 38:12
  literally
• 38:12
  thinking
• 38:12
  of
• 38:13
  the
• 38:13
  future.
• 38:13
  I
• 38:14
  am
• 38:14
  not
• 38:14
  grounded
• 38:14
  in
• 38:15
  the
• 38:15
  present
• 38:16
  because
• 38:16
  I
• 38:16
  used
• 38:16
  to
• 38:16
  daydream
• 38:17
  a
• 38:17
  lot
• 38:17
  when
• 38:17
  I
• 38:17
  was
• 38:17
  younger,
• 38:18
  so
• 38:18
  that
• 38:18
  was
• 38:19
  on
• 38:19
  par.
• 38:20
  And
• 38:20
  I
• 38:20
  can
• 38:20
  imagine
• 38:21
  I
• 38:21
  can
• 38:21
  future,
• 38:22
  you
• 38:22
  know,
• 38:22
  I
• 38:22
  can
• 38:22
  future
• 38:22
  casting.
• 38:23
  I
• 38:23
  can
• 38:24
  do
• 38:24
  all
• 38:24
  that,
• 38:24
  but
• 38:25
  what
• 38:25
  about
• 38:25
  the
• 38:25
  present?
• 38:26
  And
• 38:27
  then
• 38:27
  as
• 38:27
  an
• 38:27
  artisan,
• 38:28
  it
• 38:28
  means
• 38:29
  I
• 38:29
  want
• 38:29
  perfection.
• 38:30
  So
• 38:31
  I'm
• 38:31
  not
• 38:31
  looking
• 38:31
  at
• 38:31
  cost,
• 38:33
  I'm
• 38:33
  not
• 38:33
  looking
• 38:33
  at
• 38:33
  how
• 38:34
  do
• 38:34
  I
• 38:34
  market,
• 38:35
  I'm
• 38:35
  not
• 38:35
  looking
• 38:35
  at.
• 38:36
  And
• 38:36
  how
• 38:36
  do
• 38:37
  I
• 38:37
  get
• 38:37
  the
• 38:37
  next
• 38:37
  client?
• 38:39
  So.
• 38:39
  And
• 38:39
  also,
• 38:40
  there's
• 38:40
  a
• 38:40
  little
• 38:40
  bit
• 38:41
  of
• 38:41
  a
• 38:41
  vanity
• 38:42
  when
• 38:42
  you
• 38:42
  are
• 38:42
  an
• 38:42
  artisan.
• 38:43
  So
• 38:44
  that
• 38:44
  means
• 38:44
  that
• 38:44
  people
• 38:44
  have
• 38:45
  around
• 38:45
  me,
• 38:46
  they
• 38:46
  have
• 38:46
  to
• 38:46
  be
• 38:46
  a
• 38:47
  certain
• 38:47
  type
• 38:47
  to
• 38:47
  compliment
• 38:48
  me
• 38:48
  and
• 38:49
  also
• 38:49
  to
• 38:50
  pull
• 38:50
  me
• 38:50
  back
• 38:51
  from
• 38:51
  my
• 38:52
  flaws.
• 38:53
  So.
• 38:53
  And
• 38:54
  that
• 38:54
  is
• 38:54
  very
• 38:55
  uncomfortable.
• 38:56
  In
• 38:56
  fact,
• 38:57
  that
• 38:57
  is
• 38:57
  a
• 38:57
  point
• 38:58
  where
• 38:58
  some
• 38:59
  clients
• 38:59
  actually
• 38:59
  run
• 39:00
  away
• 39:02
  and
• 39:02
  then
• 39:02
  they
• 39:02
  come
• 39:02
  back,
• 39:04
  because
• 39:04
  I
• 39:04
  say
• 39:04
  to
• 39:05
  them,
• 39:05
  you
• 39:05
  know,
• 39:05
  you
• 39:05
  need
• 39:06
  to
• 39:06
  face
• 39:06
  the
• 39:06
  reality
• 39:07
  about
• 39:07
  yourself.
• 39:08
  Because
• 39:08
  to.
• 39:09
  To.
• 39:09
  To.
• 39:09
  To
• 39:10
  deliver
• 39:11
  to
• 39:11
  your
• 39:11
  clients,
• 39:12
  you
• 39:12
  need
• 39:12
  to
• 39:12
  know
• 39:12
  who
• 39:13
  you
• 39:13
  are.
• 39:13
  So
• 39:13
  when
• 39:13
  you
• 39:13
  come
• 39:14
  against
• 39:14
  a
• 39:15
  certain
• 39:15
  clientele
• 39:16
  type,
• 39:17
  that
• 39:17
  client
• 39:17
  type
• 39:17
  might
• 39:18
  trigger
• 39:18
  you.
• 39:19
  So
• 39:19
  when
• 39:19
  you're
• 39:19
  saying,
• 39:19
  oh,
• 39:20
  my
• 39:20
  God,
• 39:20
  that
• 39:20
  bride
• 39:20
  is
• 39:21
  so
• 39:21
  difficult,
• 39:21
  and
• 39:21
  blah,
• 39:22
  blah,
• 39:22
  blah,
• 39:22
  blah,
• 39:22
  blah,
• 39:23
  it's
• 39:23
  because
• 39:23
  they're
• 39:23
  triggering
• 39:24
  something
• 39:24
  in
• 39:24
  you.
• 39:25
  So
• 39:26
  you
• 39:26
  need
• 39:26
  to
• 39:26
  know
• 39:26
  yourself.
• 39:27
  So,
• 39:27
  yeah,
• 39:27
  those
• 39:28
  are
• 39:28
  my
• 39:28
  uncomfortable
• 39:28
  truths.
• 39:29
  And
• 39:29
  on
• 39:29
  a
• 39:29
  more
• 39:30
  positive
• 39:30
  note,
• 39:32
  if
• 39:32
  there
• 39:32
  was
• 39:33
  one
• 39:33
  message
• 39:33
  from
• 39:34
  your
• 39:34
  book
• 39:34
  that
• 39:35
  people
• 39:35
  could
• 39:35
  take
• 39:35
  away
• 39:36
  an
• 39:36
  action
• 39:36
  straight
• 39:37
  away
• 39:38
  and
• 39:38
  it
• 39:38
  would
• 39:38
  really
• 39:39
  make
• 39:39
  an
• 39:39
  impact
• 39:39
  in
• 39:39
  their
• 39:40
  business,
• 39:40
  what
• 39:40
  would
• 39:40
  it
• 39:41
  be?
• 39:41
  Oh,
• 39:41
  the
• 39:42
  one
• 39:42
  thing
• 39:42
  you
• 39:42
  can
• 39:42
  take
• 39:43
  away
• 39:43
  is
• 39:43
  that
• 39:43
  anybody
• 39:44
  can
• 39:44
  go
• 39:44
  into
• 39:44
  luxury.
• 39:45
  Luxury.
• 39:45
  You
• 39:46
  just
• 39:46
  need
• 39:46
  to
• 39:46
  know
• 39:47
  how.
• 39:48
  And
• 39:48
  the
• 39:48
  how
• 39:49
  is
• 39:49
  what's
• 39:49
  been
• 39:49
  missing
• 39:51
  for
• 39:51
  a
• 39:51
  long
• 39:51
  time.
• 39:52
  Because,
• 39:52
  you
• 39:52
  know,
• 39:52
  nobody's
• 39:53
  literally
• 39:53
  said,
• 39:54
  okay,
• 39:54
  this
• 39:55
  is
• 39:55
  how
• 39:55
  you
• 39:55
  do
• 39:55
  it,
• 39:56
  and
• 39:56
  this
• 39:56
  is
• 39:56
  my
• 39:56
  journey.
• 39:57
  So
• 39:57
  it's
• 39:58
  the
• 39:58
  how,
• 39:59
  because
• 40:00
  everyone's
• 40:00
  Everyone
• 40:00
  says
• 40:01
  something
• 40:01
  about,
• 40:01
  you
• 40:01
  need
• 40:02
  to
• 40:02
  know
• 40:02
  your
• 40:02
  why,
• 40:03
  and
• 40:03
  that's
• 40:03
  great.
• 40:04
  But
• 40:04
  what
• 40:05
  most
• 40:05
  of
• 40:05
  us
• 40:05
  want
• 40:05
  is
• 40:05
  how
• 40:06
  do
• 40:06
  I
• 40:06
  find
• 40:06
  those
• 40:06
  clients,
• 40:07
  how
• 40:08
  do
• 40:08
  I
• 40:08
  find
• 40:08
  the
• 40:08
  big
• 40:08
  spenders,
• 40:09
  and
• 40:09
  where
• 40:09
  do
• 40:09
  I
• 40:09
  go
• 40:10
  and
• 40:10
  where
• 40:11
  do
• 40:11
  I
• 40:11
  network?
• 40:12
  Because
• 40:12
  a
• 40:12
  lot
• 40:12
  of
• 40:13
  people
• 40:13
  tell
• 40:13
  you,
• 40:13
  yes,
• 40:13
  go
• 40:13
  to
• 40:14
  planners.
• 40:15
  But
• 40:15
  planners
• 40:15
  can
• 40:16
  only
• 40:16
  give
• 40:16
  so
• 40:16
  many
• 40:16
  people
• 40:17
  jobs,
• 40:18
  and
• 40:18
  planners
• 40:18
  are
• 40:18
  overwhelmed.
• 40:20
  Even
• 40:20
  venues
• 40:21
  are
• 40:21
  overwhelmed,
• 40:22
  because
• 40:22
  everybody
• 40:23
  wants
• 40:23
  to
• 40:23
  be
• 40:23
  on
• 40:23
  the
• 40:23
  list.
• 40:24
  But
• 40:25
  you
• 40:25
  need
• 40:25
  to
• 40:25
  be
• 40:25
  the
• 40:25
  kind
• 40:26
  of
• 40:26
  person
• 40:26
  that
• 40:26
  brings
• 40:27
  people
• 40:28
  to
• 40:28
  venues,
• 40:29
  the
• 40:29
  kind
• 40:29
  of
• 40:29
  person
• 40:30
  that
• 40:30
  brings
• 40:30
  people
• 40:31
  to
• 40:31
  planners,
• 40:32
  so
• 40:33
  that
• 40:33
  way
• 40:33
  they
• 40:33
  remember
• 40:34
  you.
• 40:35
  Becca.
• 40:35
  Oh,
• 40:36
  I
• 40:36
  think
• 40:36
  there's
• 40:36
  so
• 40:36
  many.
• 40:37
  There's
• 40:37
  so
• 40:37
  many.
• 40:38
  I
• 40:39
  think
• 40:39
  the
• 40:39
  big
• 40:39
  thing
• 40:39
  for
• 40:40
  me,
• 40:40
  and
• 40:40
  why
• 40:41
  I
• 40:41
  wrote
• 40:41
  my
• 40:42
  book
• 40:42
  as
• 40:42
  well,
• 40:42
  is
• 40:43
  to
• 40:43
  realize
• 40:43
  it's
• 40:43
  okay
• 40:44
  not
• 40:44
  to
• 40:44
  be
• 40:44
  amazing
• 40:44
  at
• 40:45
  everything
• 40:45
  in
• 40:45
  your
• 40:45
  business,
• 40:45
  because
• 40:46
  business
• 40:46
  owners,
• 40:47
  we
• 40:47
  have
• 40:47
  to
• 40:47
  wear
• 40:47
  so
• 40:47
  many
• 40:48
  hats.
• 40:49
  And
• 40:49
  I
• 40:49
  quite
• 40:49
  often
• 40:50
  say
• 40:50
  this
• 40:50
  to
• 40:50
  people.
• 40:51
  It's
• 40:51
  like
• 40:52
  you're
• 40:52
  amazing
• 40:52
  at
• 40:53
  what
• 40:53
  you
• 40:53
  do,
• 40:53
  so
• 40:53
  you're
• 40:54
  maybe
• 40:54
  amazing
• 40:54
  at
• 40:55
  organizing,
• 40:55
  or
• 40:55
  you're
• 40:55
  amazing
• 40:56
  at
• 40:56
  making
• 40:56
  a
• 40:56
  cake,
• 40:57
  or
• 40:57
  you're
• 40:57
  amazing
• 40:57
  at
• 40:58
  writing
• 40:58
  blog
• 40:58
  posts
• 40:58
  or
• 40:58
  whatever
• 40:59
  it
• 40:59
  is
• 40:59
  that
• 40:59
  you
• 40:59
  do.
• 41:00
  You're
• 41:00
  amazing
• 41:01
  musician,
• 41:01
  but
• 41:02
  it's
• 41:02
  okay
• 41:03
  if
• 41:03
  you're
• 41:03
  not
• 41:03
  amazing
• 41:03
  at
• 41:03
  marketing,
• 41:04
  amazing
• 41:04
  at
• 41:04
  sales,
• 41:05
  amazing
• 41:05
  at
• 41:05
  SEO,
• 41:06
  amazing
• 41:06
  at
• 41:06
  all
• 41:06
  of
• 41:06
  these
• 41:07
  things.
• 41:07
  And
• 41:08
  in
• 41:08
  the
• 41:08
  same
• 41:08
  way,
• 41:09
  when
• 41:09
  I
• 41:09
  wrote
• 41:09
  my
• 41:09
  book,
• 41:09
  it
• 41:10
  was
• 41:10
  to
• 41:10
  encourage
• 41:10
  you
• 41:10
  and
• 41:10
  to
• 41:11
  help
• 41:11
  you
• 41:11
  with
• 41:11
  the
• 41:11
  things
• 41:11
  that
• 41:11
  I
• 41:12
  know
• 41:12
  with
• 41:13
  my
• 41:13
  marketing
• 41:13
  background,
• 41:14
  my.
• 41:14
  My
• 41:14
  media
• 41:14
  background
• 41:15
  background.
• 41:15
  But
• 41:16
  don't
• 41:16
  ask
• 41:16
  me
• 41:16
  to
• 41:16
  make
• 41:16
  you
• 41:17
  a
• 41:17
  cake
• 41:17
  because
• 41:17
  you
• 41:17
  won't
• 41:18
  want
• 41:18
  to
• 41:18
  eat
• 41:18
  it.
• 41:18
  It's
• 41:19
  dreadful.
• 41:19
  Don't
• 41:20
  make
• 41:20
  me
• 41:20
  ask
• 41:20
  me
• 41:20
  to
• 41:21
  make
• 41:21
  you
• 41:21
  a
• 41:21
  bouquet
• 41:22
  of
• 41:22
  flowers
• 41:22
  because
• 41:22
  it
• 41:22
  would
• 41:23
  look
• 41:23
  ridiculous.
• 41:23
  So
• 41:24
  I
• 41:24
  think
• 41:24
  sometimes
• 41:24
  we
• 41:24
  have
• 41:24
  to
• 41:24
  understand
• 41:25
  it's
• 41:25
  okay
• 41:25
  that
• 41:25
  we're
• 41:26
  not
• 41:26
  amazing
• 41:26
  at
• 41:26
  everything,
• 41:27
  but
• 41:27
  then
• 41:28
  we
• 41:28
  either
• 41:28
  need
• 41:28
  to
• 41:28
  upskill
• 41:29
  ourselves
• 41:30
  or
• 41:30
  hire
• 41:31
  someone
• 41:31
  who
• 41:31
  can
• 41:31
  help
• 41:31
  us
• 41:32
  or
• 41:32
  find
• 41:32
  the
• 41:33
  people.
• 41:33
  And,
• 41:34
  you
• 41:34
  know,
• 41:34
  even
• 41:35
  me,
• 41:35
  right?
• 41:35
  I
• 41:35
  call
• 41:36
  myself
• 41:36
  the
• 41:36
  UK's
• 41:37
  leading
• 41:37
  wedding
• 41:37
  marketing
• 41:38
  industry
• 41:38
  expert.
• 41:39
  I'm
• 41:40
  at
• 41:40
  the
• 41:40
  forefront
• 41:40
  of
• 41:40
  understanding
• 41:41
  what's
• 41:41
  going
• 41:41
  on
• 41:41
  in
• 41:41
  the
• 41:41
  marketing
• 41:42
  industry.
• 41:42
  But
• 41:42
  I
• 41:42
  identified
• 41:43
  that
• 41:43
  TikTok
• 41:44
  was
• 41:44
  a
• 41:44
  difficult
• 41:45
  area
• 41:45
  for
• 41:45
  me,
• 41:45
  that
• 41:46
  I
• 41:46
  felt
• 41:46
  like
• 41:46
  I.
• 41:46
  I
• 41:46
  was
• 41:47
  too
• 41:47
  old
• 41:47
  to
• 41:47
  be
• 41:48
  on
• 41:48
  the
• 41:48
  platform.
• 41:49
  And
• 41:49
  so
• 41:49
  what
• 41:49
  did
• 41:49
  I
• 41:49
  do?
• 41:50
  I
• 41:50
  hired
• 41:50
  Simona,
• 41:51
  who's
• 41:51
  down
• 41:51
  here
• 41:51
  at
• 41:52
  the
• 41:52
  front,
• 41:52
  right?
• 41:54
  Because
• 41:54
  Simona's
• 41:55
  incredible
• 41:55
  at
• 41:55
  TikTok
• 41:56
  and
• 41:56
  she's
• 41:56
  grown
• 41:57
  her
• 41:57
  own
• 41:57
  following
• 41:58
  into
• 41:58
  the
• 41:58
  millions.
• 41:59
  And
• 41:59
  so
• 41:59
  why
• 42:00
  would
• 42:00
  I
• 42:00
  have
• 42:01
  that
• 42:01
  pride
• 42:01
  and
• 42:01
  go,
• 42:01
  well,
• 42:01
  I'm
• 42:02
  the
• 42:02
  best,
• 42:02
  so
• 42:02
  I'm
• 42:02
  just
• 42:02
  going
• 42:02
  to
• 42:03
  keep
• 42:03
  doing
• 42:03
  it
• 42:03
  all
• 42:03
  myself,
• 42:04
  actually
• 42:04
  find
• 42:05
  people
• 42:05
  that
• 42:05
  can
• 42:05
  help
• 42:06
  you.
• 42:06
  And
• 42:07
  so
• 42:07
  I
• 42:07
  guess
• 42:07
  for
• 42:08
  Me,
• 42:08
  the
• 42:08
  message
• 42:09
  through
• 42:09
  my
• 42:09
  book
• 42:09
  is
• 42:09
  here's
• 42:10
  ways
• 42:10
  that
• 42:10
  I'm
• 42:11
  trying
• 42:11
  to
• 42:11
  share
• 42:11
  my
• 42:11
  knowledge
• 42:12
  with
• 42:12
  you
• 42:12
  to
• 42:12
  help
• 42:13
  you
• 42:13
  in
• 42:13
  the
• 42:13
  areas
• 42:13
  that
• 42:13
  maybe
• 42:14
  you're
• 42:14
  not
• 42:14
  confident
• 42:14
  in.
• 42:15
  And
• 42:15
  for
• 42:15
  those
• 42:15
  businesses
• 42:16
  that
• 42:16
  are
• 42:16
  wearing
• 42:17
  all
• 42:17
  of
• 42:17
  that
• 42:17
  hats,
• 42:18
  and
• 42:18
  I
• 42:18
  think
• 42:18
  it's
• 42:19
  particularly
• 42:19
  marketing
• 42:20
  that
• 42:20
  can
• 42:20
  feel
• 42:20
  overwhelming,
• 42:22
  what
• 42:22
  should
• 42:22
  it
• 42:22
  be
• 42:23
  that
• 42:23
  they're
• 42:23
  focusing
• 42:24
  on
• 42:24
  the
• 42:24
  most?
• 42:24
  Is
• 42:25
  it
• 42:25
  their
• 42:25
  branding?
• 42:26
  Is
• 42:26
  it
• 42:26
  their
• 42:26
  pricing?
• 42:27
  Is
• 42:27
  it
• 42:27
  their
• 42:28
  SEO?
• 42:28
  Is
• 42:29
  it
• 42:29
  their
• 42:29
  social
• 42:29
  media?
• 42:30
  Which
• 42:30
  one?
• 42:31
  In
• 42:31
  both
• 42:31
  of
• 42:32
  your
• 42:32
  opinions,
• 42:32
  and
• 42:32
  I'm
• 42:33
  sure
• 42:33
  they'll
• 42:33
  both
• 42:33
  be
• 42:33
  very
• 42:33
  different
• 42:34
  should
• 42:35
  they
• 42:35
  put
• 42:35
  the
• 42:35
  most
• 42:36
  attention
• 42:36
  to.
• 42:37
  Okay,
• 42:37
  so
• 42:38
  the
• 42:38
  answer
• 42:38
  is
• 42:39
  going
• 42:39
  to
• 42:39
  be
• 42:39
  very
• 42:39
  different
• 42:40
  for
• 42:40
  everyone
• 42:40
  in
• 42:40
  this
• 42:40
  room
• 42:41
  because
• 42:41
  it
• 42:41
  very
• 42:41
  much
• 42:41
  depends
• 42:42
  on
• 42:42
  your
• 42:42
  brand.
• 42:42
  So
• 42:43
  the
• 42:43
  first
• 42:43
  thing
• 42:43
  is
• 42:43
  you
• 42:43
  need
• 42:43
  to
• 42:43
  be
• 42:44
  really
• 42:44
  clear
• 42:44
  on
• 42:44
  who
• 42:44
  you're
• 42:45
  trying
• 42:45
  to
• 42:45
  reach
• 42:45
  and
• 42:46
  working
• 42:46
  out
• 42:46
  where
• 42:46
  those
• 42:47
  people
• 42:47
  are
• 42:47
  spending
• 42:47
  their
• 42:47
  time.
• 42:48
  Time.
• 42:48
  Right.
• 42:48
  That's
• 42:49
  step
• 42:49
  one,
• 42:49
  market
• 42:49
  research.
• 42:50
  Again,
• 42:50
  it's
• 42:51
  boring.
• 42:51
  It's
• 42:51
  business
• 42:51
  101.
• 42:52
  But
• 42:52
  it's
• 42:52
  important
• 42:53
  for
• 42:53
  you
• 42:53
  to
• 42:53
  understand
• 42:54
  also
• 42:54
  look
• 42:54
  at
• 42:54
  your
• 42:55
  own
• 42:55
  history.
• 42:56
  I
• 42:56
  think
• 42:56
  sometimes
• 42:56
  we
• 42:57
  get
• 42:57
  caught
• 42:57
  up
• 42:57
  on
• 42:57
  the
• 42:57
  new
• 42:58
  things
• 42:58
  and
• 42:58
  the
• 42:58
  shiny
• 42:58
  things.
• 42:59
  But
• 42:59
  if
• 42:59
  you
• 42:59
  can
• 43:00
  look
• 43:00
  back
• 43:00
  at
• 43:00
  your
• 43:00
  last
• 43:01
  year
• 43:01
  of
• 43:01
  inquiries,
• 43:02
  look
• 43:02
  at
• 43:02
  where
• 43:02
  they've
• 43:03
  come
• 43:03
  from.
• 43:04
  Because
• 43:04
  if
• 43:04
  it's
• 43:04
  not
• 43:05
  broken,
• 43:05
  you
• 43:05
  don't
• 43:06
  need
• 43:06
  to
• 43:06
  fix
• 43:06
  it.
• 43:06
  Don't.
• 43:06
  If.
• 43:07
  If
• 43:07
  wedding
• 43:07
  fairs
• 43:08
  work
• 43:08
  really
• 43:08
  well
• 43:08
  for
• 43:08
  you,
• 43:09
  but
• 43:09
  everyone's
• 43:09
  telling
• 43:09
  you
• 43:09
  wedding
• 43:10
  fairs
• 43:10
  don't
• 43:10
  work,
• 43:11
  don't
• 43:11
  listen
• 43:11
  to
• 43:11
  them.
• 43:12
  Because
• 43:12
  if
• 43:12
  they're
• 43:12
  working
• 43:12
  for
• 43:12
  you,
• 43:13
  then
• 43:13
  they
• 43:13
  work
• 43:13
  for
• 43:13
  you.
• 43:13
  Do
• 43:14
  them
• 43:14
  right.
• 43:14
  So
• 43:14
  you've
• 43:14
  got
• 43:15
  to
• 43:15
  look
• 43:15
  at
• 43:15
  what's
• 43:15
  working
• 43:15
  in
• 43:16
  your
• 43:16
  own
• 43:16
  business.
• 43:17
  We
• 43:17
  also
• 43:17
  do
• 43:17
  need
• 43:17
  to
• 43:18
  look
• 43:18
  at
• 43:18
  what's
• 43:18
  going
• 43:18
  on
• 43:18
  in
• 43:18
  the
• 43:20
  we
• 43:20
  love
• 43:20
  talking
• 43:20
  about
• 43:20
  TikTok
• 43:21
  at
• 43:21
  the
• 43:21
  moment.
• 43:21
  I've
• 43:21
  been
• 43:21
  talking
• 43:22
  about
• 43:22
  it.
• 43:22
  I've
• 43:22
  got
• 43:22
  my
• 43:22
  summer
• 43:23
  of
• 43:23
  TikTok
• 43:23
  coming
• 43:23
  up
• 43:24
  because
• 43:25
  the
• 43:25
  data
• 43:26
  is
• 43:26
  showing
• 43:26
  us
• 43:26
  and
• 43:26
  Nikita
• 43:27
  will
• 43:27
  tell
• 43:27
  you
• 43:27
  as
• 43:28
  well,
• 43:28
  the
• 43:28
  data
• 43:28
  is
• 43:29
  showing
• 43:29
  us
• 43:29
  that
• 43:29
  people
• 43:29
  are
• 43:29
  moving
• 43:30
  over
• 43:30
  there.
• 43:30
  Whether
• 43:30
  they're
• 43:31
  luxury
• 43:31
  or
• 43:31
  not,
• 43:32
  they
• 43:32
  are
• 43:32
  moving
• 43:33
  over
• 43:33
  to
• 43:33
  that
• 43:33
  platform.
• 43:34
  And
• 43:34
  we
• 43:34
  also
• 43:34
  don't
• 43:34
  want
• 43:34
  to
• 43:35
  get
• 43:35
  left
• 43:35
  behind.
• 43:35
  So
• 43:36
  we
• 43:37
  do
• 43:37
  need
• 43:37
  to
• 43:37
  look
• 43:37
  at
• 43:37
  where
• 43:38
  the
• 43:38
  market
• 43:38
  is
• 43:38
  going
• 43:38
  in
• 43:39
  general,
• 43:39
  but
• 43:40
  we
• 43:40
  also
• 43:40
  need
• 43:40
  to
• 43:40
  look
• 43:40
  internally
• 43:41
  at
• 43:41
  who
• 43:41
  we're
• 43:42
  trying
• 43:42
  to
• 43:42
  reach.
• 43:42
  And
• 43:43
  also
• 43:43
  we
• 43:43
  need
• 43:44
  to
• 43:44
  look
• 43:44
  at
• 43:44
  the
• 43:44
  things
• 43:44
  that
• 43:44
  aren't
• 43:45
  always
• 43:45
  the
• 43:45
  exciting
• 43:46
  shine,
• 43:46
  tiny
• 43:46
  things.
• 43:47
  So
• 43:47
  Google
• 43:48
  is
• 43:48
  still
• 43:49
  king
• 43:49
  and
• 43:49
  a
• 43:49
  lot
• 43:49
  of
• 43:49
  us
• 43:50
  neglect
• 43:50
  our
• 43:50
  websites.
• 43:51
  A
• 43:51
  lot
• 43:51
  of
• 43:51
  us
• 43:51
  neglect
• 43:52
  being
• 43:52
  found
• 43:52
  on
• 43:52
  search.
• 43:53
  But
• 43:53
  ask
• 43:53
  yourself
• 43:54
  where
• 43:54
  you
• 43:54
  go
• 43:54
  to
• 43:54
  search
• 43:55
  for
• 43:55
  things.
• 43:55
  How
• 43:55
  did
• 43:55
  you
• 43:55
  find
• 43:56
  the
• 43:56
  directions
• 43:56
  to
• 43:56
  get
• 43:56
  to
• 43:57
  the
• 43:57
  hotel
• 43:57
  today?
• 43:57
  Right.
• 43:58
  So
• 43:58
  many
• 43:58
  things
• 43:58
  we
• 43:58
  still
• 43:59
  do
• 43:59
  on
• 43:59
  Google
• 43:59
  and
• 44:00
  so
• 44:00
  Our
• 44:00
  couples
• 44:01
  are
• 44:01
  still
• 44:01
  going
• 44:01
  to
• 44:01
  be
• 44:02
  doing
• 44:02
  that
• 44:02
  as
• 44:02
  well.
• 44:02
  So
• 44:02
  if
• 44:02
  you're
• 44:03
  not
• 44:03
  showing
• 44:03
  up
• 44:03
  on
• 44:03
  Google,
• 44:04
  maybe
• 44:05
  it's
• 44:05
  actually
• 44:06
  something
• 44:06
  that
• 44:06
  doesn't
• 44:06
  feel
• 44:06
  so
• 44:07
  exciting
• 44:07
  that
• 44:08
  you
• 44:08
  need
• 44:08
  to
• 44:08
  spend
• 44:08
  some
• 44:08
  time
• 44:08
  on.
• 44:09
  Becca
• 44:10
  actually
• 44:10
  covered
• 44:11
  some
• 44:11
  of
• 44:11
  my
• 44:12
  answers
• 44:12
  at
• 44:12
  the
• 44:12
  end
• 44:12
  the
• 44:13
  Google
• 44:13
  bit.
• 44:15
  Social
• 44:15
  media
• 44:15
  is
• 44:16
  great,
• 44:16
  don't
• 44:16
  get
• 44:16
  me
• 44:16
  wrong,
• 44:17
  but
• 44:18
  even
• 44:18
  if
• 44:18
  you're
• 44:18
  on
• 44:19
  social
• 44:19
  media,
• 44:20
  you
• 44:20
  need
• 44:20
  to
• 44:21
  do
• 44:21
  social
• 44:21
  media
• 44:23
  so
• 44:23
  that
• 44:23
  the
• 44:23
  SEO
• 44:24
  you
• 44:24
  generate
• 44:25
  on
• 44:25
  social
• 44:25
  media
• 44:26
  is
• 44:26
  reflecting
• 44:27
  back
• 44:27
  onto
• 44:28
  your
• 44:28
  website.
• 44:29
  The
• 44:30
  first
• 44:30
  time
• 44:30
  I
• 44:31
  knew
• 44:31
  of
• 44:31
  Becca
• 44:32
  or
• 44:32
  heard
• 44:32
  of
• 44:32
  Becca,
• 44:32
  she
• 44:33
  was
• 44:33
  talking
• 44:33
  about
• 44:33
  Pinterest
• 44:34
  and
• 44:34
  how
• 44:34
  that
• 44:35
  drives
• 44:35
  traffic
• 44:36
  directly
• 44:36
  to
• 44:37
  your
• 44:37
  website.
• 44:38
  So
• 44:38
  whatever
• 44:38
  you
• 44:39
  do,
• 44:39
  it
• 44:39
  needs
• 44:39
  to
• 44:39
  go
• 44:40
  directly
• 44:40
  to
• 44:40
  your
• 44:41
  website
• 44:42
  and
• 44:42
  talking
• 44:42
  about
• 44:42
  Google.
• 44:44
  I've
• 44:44
  been
• 44:44
  teaching
• 44:45
  every
• 44:45
  Sunday
• 44:45
  at
• 44:46
  2
• 44:46
  o'
• 44:46
  clock
• 44:46
  I
• 44:47
  do
• 44:47
  like
• 44:48
  a
• 44:48
  thing
• 44:48
  on
• 44:48
  Instagram
• 44:49
  Live
• 44:49
  where
• 44:50
  I'm
• 44:50
  teaching
• 44:50
  people
• 44:51
  business
• 44:51
  principles,
• 44:52
  luxury
• 44:52
  business
• 44:53
  principles,
• 44:53
  et
• 44:53
  cetera.
• 44:54
  And
• 44:54
  the
• 44:54
  last
• 44:54
  two
• 44:55
  Sundays
• 44:55
  I've
• 44:56
  actually
• 44:56
  been
• 44:56
  talking
• 44:56
  about
• 44:57
  Google
• 44:57
  and
• 44:58
  I
• 44:58
  spoke
• 44:58
  about
• 44:58
  AI
• 44:59
  Summaries.
• 45:00
  AI
• 45:01
  Summaries
• 45:01
  has
• 45:01
  changed
• 45:02
  the
• 45:02
  game.
• 45:04
  So
• 45:05
  you
• 45:05
  search
• 45:05
  for
• 45:05
  something,
• 45:07
  Google
• 45:07
  gives
• 45:07
  you
• 45:08
  a
• 45:08
  summary.
• 45:09
  So
• 45:09
  it
• 45:09
  takes
• 45:09
  from
• 45:09
  all
• 45:10
  the
• 45:10
  websites
• 45:10
  and
• 45:11
  it
• 45:11
  gives
• 45:11
  you
• 45:11
  the
• 45:11
  best
• 45:12
  summary.
• 45:12
  And
• 45:13
  a
• 45:13
  lot
• 45:13
  of
• 45:13
  people
• 45:13
  have
• 45:14
  found
• 45:14
  that
• 45:14
  their
• 45:14
  website
• 45:15
  sites
• 45:15
  have
• 45:15
  actually
• 45:15
  dropped.
• 45:17
  So
• 45:17
  a
• 45:17
  good
• 45:17
  way
• 45:18
  around
• 45:18
  that
• 45:18
  is
• 45:19
  to.
• 45:19
  And
• 45:19
  I
• 45:19
  talked
• 45:20
  about
• 45:20
  keywords.
• 45:21
  So
• 45:21
  unlike
• 45:22
  before
• 45:22
  you
• 45:22
  had
• 45:22
  long
• 45:22
  tail
• 45:23
  keywords,
• 45:23
  short
• 45:23
  tail
• 45:24
  keywords
• 45:24
  and
• 45:24
  blah
• 45:24
  blah
• 45:25
  blah
• 45:25
  blah
• 45:25
  blah,
• 45:25
  now
• 45:26
  you've
• 45:26
  got
• 45:26
  to
• 45:26
  start
• 45:27
  creating
• 45:28
  more
• 45:28
  imaginative
• 45:29
  keywords
• 45:31
  based
• 45:31
  on
• 45:32
  if
• 45:32
  you
• 45:32
  go
• 45:32
  on
• 45:33
  a
• 45:33
  software
• 45:33
  like
• 45:33
  answer
• 45:34
  the
• 45:34
  public
• 45:34
  or
• 45:34
  whatever,
• 45:35
  or
• 45:35
  there's
• 45:35
  another
• 45:35
  one,
• 45:36
  can't
• 45:36
  remember
• 45:36
  what
• 45:36
  it
• 45:36
  is,
• 45:37
  Google
• 45:37
  something,
• 45:38
  there's
• 45:38
  another
• 45:38
  one,
• 45:39
  Google
• 45:39
  Trends
• 45:40
  or
• 45:40
  whatever,
• 45:41
  you
• 45:41
  can
• 45:41
  get
• 45:42
  keywords
• 45:43
  and
• 45:43
  make
• 45:43
  sure
• 45:43
  you
• 45:44
  use
• 45:44
  those
• 45:44
  keywords.
• 45:45
  So
• 45:45
  not
• 45:45
  just
• 45:46
  on
• 45:46
  your
• 45:46
  social
• 45:46
  media,
• 45:47
  but
• 45:47
  even
• 45:47
  when
• 45:47
  you're
• 45:48
  blogging
• 45:48
  on
• 45:48
  your
• 45:48
  website,
• 45:49
  even
• 45:50
  your
• 45:50
  imagery
• 45:52
  no
• 45:52
  longer
• 45:52
  IMG5000,
• 45:54
  you
• 45:54
  need
• 45:54
  to
• 45:54
  be
• 45:54
  describing
• 45:55
  your
• 45:56
  images
• 45:56
  properly
• 45:57
  because
• 45:59
  Google
• 45:59
  Images
• 46:00
  is
• 46:00
  going
• 46:00
  to
• 46:00
  be
• 46:00
  the
• 46:01
  next
• 46:01
  bastion.
• 46:02
  Because
• 46:02
  with
• 46:03
  AI
• 46:03
  and
• 46:04
  stuff
• 46:04
  like
• 46:04
  that
• 46:05
  and
• 46:05
  people
• 46:06
  faking
• 46:06
  images,
• 46:07
  authentic
• 46:08
  images
• 46:08
  that
• 46:09
  come
• 46:09
  from
• 46:09
  users
• 46:10
  like
• 46:10
  yourself
• 46:11
  is
• 46:11
  going
• 46:12
  to
• 46:12
  be
• 46:12
  premium.
• 46:13
  So
• 46:13
  those
• 46:14
  are
• 46:14
  some
• 46:14
  of
• 46:14
  the
• 46:14
  things
• 46:14
  you
• 46:14
  need
• 46:15
  to
• 46:15
  be
• 46:15
  looking
• 46:15
  at
• 46:16
  when
• 46:16
  it
• 46:16
  comes
• 46:17
  back
• 46:17
  to
• 46:17
  your
• 46:18
  website.
• 46:18
  Because
• 46:19
  if
• 46:19
  your
• 46:20
  social
• 46:20
  media
• 46:20
  disappears
• 46:21
  tomorrow
• 46:23
  and
• 46:23
  Instagram
• 46:24
  decides
• 46:24
  you've
• 46:25
  a
• 46:25
  violation,
• 46:26
  or
• 46:26
  TikTok
• 46:26
  decides
• 46:27
  there's
• 46:27
  a
• 46:27
  violation
• 46:28
  and
• 46:28
  it
• 46:28
  gets
• 46:28
  taken
• 46:29
  down,
• 46:30
  then
• 46:30
  you're
• 46:31
  left
• 46:31
  with
• 46:31
  your
• 46:31
  website.
• 46:32
  So
• 46:32
  I
• 46:33
  always
• 46:33
  say
• 46:33
  to
• 46:33
  people,
• 46:33
  make
• 46:34
  sure
• 46:34
  everything
• 46:34
  you're
• 46:34
  doing
• 46:35
  goes
• 46:35
  back
• 46:35
  to
• 46:35
  your
• 46:36
  website.
• 46:36
  I
• 46:36
  have
• 46:36
  to
• 46:36
  say
• 46:36
  I
• 46:37
  couldn't
• 46:37
  agree
• 46:37
  more.
• 46:38
  And
• 46:38
  certainly,
• 46:38
  certainly
• 46:39
  whenever
• 46:39
  we
• 46:39
  do
• 46:40
  marketing
• 46:40
  analysis
• 46:41
  for
• 46:41
  businesses,
• 46:43
  almost
• 46:43
  without
• 46:44
  doubt
• 46:44
  it
• 46:44
  will
• 46:44
  be
• 46:45
  something
• 46:45
  on
• 46:45
  the
• 46:46
  website
• 46:46
  journey
• 46:47
  that's
• 46:48
  not
• 46:48
  being
• 46:48
  helpful.
• 46:49
  And
• 46:50
  what
• 46:50
  we
• 46:50
  have
• 46:51
  noticed,
• 46:51
  without
• 46:52
  doubt
• 46:52
  on
• 46:52
  AI,
• 46:52
  if
• 46:53
  anyone
• 46:53
  has,
• 46:53
  if
• 46:54
  there's
• 46:54
  one
• 46:54
  thing
• 46:54
  you
• 46:55
  do
• 46:55
  when
• 46:55
  you
• 46:55
  go
• 46:55
  home
• 46:55
  Tonight,
• 46:56
  get
• 46:56
  onto
• 46:56
  ChatGPT
• 46:57
  and
• 46:58
  ask
• 46:58
  ChatGPT
• 46:59
  about
• 46:59
  your
• 46:59
  business
• 47:00
  and
• 47:00
  it
• 47:01
  will
• 47:01
  tell
• 47:01
  you
• 47:01
  what
• 47:02
  it
• 47:02
  can
• 47:02
  find
• 47:02
  instantly
• 47:03
  on
• 47:04
  your
• 47:04
  website.
• 47:05
  And
• 47:05
  that's
• 47:05
  what
• 47:05
  it's
• 47:06
  also
• 47:06
  telling
• 47:06
  your
• 47:07
  couples
• 47:07
  and
• 47:07
  your
• 47:08
  prospects.
• 47:08
  So
• 47:09
  I
• 47:09
  think
• 47:09
  getting
• 47:10
  the
• 47:10
  website
• 47:10
  right,
• 47:11
  the
• 47:11
  other
• 47:11
  stuff
• 47:12
  is
• 47:12
  lovely.
• 47:12
  And
• 47:12
  I
• 47:13
  know
• 47:13
  websites
• 47:13
  are
• 47:13
  such
• 47:14
  a
• 47:14
  pain
• 47:14
  because
• 47:15
  you
• 47:15
  usually
• 47:15
  have
• 47:15
  to
• 47:15
  get
• 47:16
  somebody
• 47:16
  else
• 47:16
  to
• 47:16
  do
• 47:16
  it
• 47:16
  or
• 47:17
  you
• 47:17
  can't
• 47:17
  remember
• 47:17
  how
• 47:18
  to
• 47:18
  log
• 47:18
  in.
• 47:18
  But
• 47:19
  it's
• 47:19
  so
• 47:19
  worth
• 47:20
  it.
• 47:20
  It's.
• 47:20
  Yeah,
• 47:21
  it
• 47:21
  does.
• 47:21
  It
• 47:22
  does
• 47:22
  make
• 47:22
  a
• 47:22
  difference.
• 47:23
  So,
• 47:23
  Becca,
• 47:24
  this
• 47:25
  I
• 47:25
  think
• 47:25
  is
• 47:25
  your
• 47:25
  top
• 47:26
  question
• 47:26
  on
• 47:26
  your
• 47:27
  on
• 47:27
  your
• 47:28
  podcast.
• 47:28
  What's
• 47:29
  one
• 47:29
  piece
• 47:30
  of
• 47:30
  advice
• 47:30
  you
• 47:31
  wish
• 47:31
  you
• 47:31
  had
• 47:31
  you
• 47:32
  had
• 47:32
  heard
• 47:32
  earlier
• 47:33
  in
• 47:33
  your
• 47:33
  business
• 47:34
  journey?
• 47:34
  Oh,
• 47:35
  I
• 47:35
  shouldn't
• 47:36
  ask
• 47:36
  this
• 47:36
  question
• 47:36
  because
• 47:37
  then
• 47:37
  I
• 47:37
  have
• 47:37
  to
• 47:37
  answer
• 47:38
  it
• 47:38
  myself.
• 47:40
  What's
• 47:40
  one
• 47:40
  piece
• 47:41
  of
• 47:41
  advice
• 47:41
  that
• 47:41
  I
• 47:41
  wish
• 47:41
  I'd
• 47:41
  known
• 47:42
  sooner?
• 47:42
  I
• 47:43
  think
• 47:43
  for
• 47:44
  me
• 47:44
  it
• 47:44
  comes
• 47:45
  back
• 47:45
  to
• 47:46
  believing
• 47:47
  in
• 47:47
  your
• 47:47
  worth
• 47:48
  earlier.
• 47:48
  And
• 47:48
  I
• 47:49
  still
• 47:49
  get
• 47:49
  challenged
• 47:49
  on
• 47:50
  this
• 47:50
  all
• 47:50
  the
• 47:50
  time.
• 47:50
  Elizabeth
• 47:51
  challenges
• 47:51
  me
• 47:51
  on
• 47:51
  it
• 47:52
  sometimes
• 47:52
  as
• 47:52
  well.
• 47:53
  Becky.
• 47:53
  Charge
• 47:53
  more.
• 47:54
  Charge
• 47:54
  your
• 47:54
  worth.
• 47:54
  Charge
• 47:55
  more.
• 47:55
  You
• 47:55
  should
• 47:55
  charge
• 47:56
  more
• 47:56
  things.
• 47:56
  And
• 47:56
  I
• 47:56
  think
• 47:56
  we
• 47:56
  all
• 47:57
  struggle
• 47:57
  with
• 47:57
  that.
• 47:58
  And
• 47:58
  I
• 47:58
  think
• 47:59
  actually
• 48:00
  she's
• 48:01
  right.
• 48:01
  We
• 48:02
  do
• 48:02
  need
• 48:02
  to
• 48:02
  know
• 48:02
  that
• 48:03
  sooner.
• 48:03
  Especially
• 48:04
  taking
• 48:04
  yourself
• 48:05
  seriously.
• 48:05
  I
• 48:05
  remember
• 48:05
  the
• 48:06
  first
• 48:06
  few
• 48:06
  years
• 48:06
  when
• 48:07
  I
• 48:07
  had
• 48:07
  my
• 48:07
  videography
• 48:08
  business,
• 48:08
  I
• 48:09
  didn't
• 48:09
  take
• 48:09
  my
• 48:09
  business
• 48:09
  seriously.
• 48:10
  And
• 48:10
  then
• 48:10
  people
• 48:10
  are
• 48:11
  around
• 48:11
  me
• 48:11
  didn't
• 48:11
  take
• 48:11
  my
• 48:11
  business
• 48:12
  seriously
• 48:12
  either.
• 48:13
  And
• 48:13
  I
• 48:13
  remember
• 48:13
  my
• 48:13
  parents
• 48:14
  in
• 48:14
  law
• 48:14
  kind
• 48:15
  of
• 48:15
  saying,
• 48:15
  oh,
• 48:16
  you'll
• 48:16
  fun
• 48:16
  business
• 48:17
  on
• 48:17
  the
• 48:17
  side.
• 48:17
  And
• 48:17
  my
• 48:18
  husband
• 48:18
  didn't
• 48:18
  really
• 48:18
  take
• 48:18
  it
• 48:18
  seriously.
• 48:19
  And
• 48:19
  one
• 48:19
  day
• 48:20
  I
• 48:20
  realized
• 48:20
  I
• 48:20
  need
• 48:20
  to
• 48:21
  do
• 48:21
  the
• 48:21
  spreadsheets
• 48:21
  and
• 48:21
  I
• 48:21
  need
• 48:22
  to
• 48:22
  look
• 48:22
  at
• 48:22
  the
• 48:22
  money
• 48:22
  and
• 48:22
  I
• 48:22
  need
• 48:23
  to
• 48:23
  do
• 48:23
  all
• 48:23
  of
• 48:23
  those
• 48:23
  things
• 48:23
  and
• 48:23
  take
• 48:24
  it
• 48:24
  seriously
• 48:24
  myself.
• 48:25
  Because
• 48:25
  when
• 48:26
  I
• 48:26
  take
• 48:26
  it
• 48:26
  seriously
• 48:27
  myself,
• 48:27
  that
• 48:27
  people
• 48:28
  around
• 48:28
  me
• 48:28
  take
• 48:28
  it
• 48:29
  seriously
• 48:29
  and
• 48:29
  they
• 48:29
  start
• 48:30
  seeing,
• 48:30
  oh,
• 48:30
  there's
• 48:30
  money
• 48:31
  coming
• 48:31
  in
• 48:31
  to
• 48:32
  our
• 48:32
  household
• 48:33
  because
• 48:33
  Becca
• 48:33
  is
• 48:34
  running
• 48:34
  a
• 48:34
  business.
• 48:34
  Right.
• 48:35
  And
• 48:35
  so
• 48:35
  if
• 48:36
  you
• 48:36
  don't
• 48:36
  take
• 48:37
  your
• 48:37
  business
• 48:37
  seriously,
• 48:37
  you're
• 48:38
  not
• 48:38
  charging,
• 48:38
  you're
• 48:38
  not
• 48:38
  looking
• 48:38
  at
• 48:38
  those
• 48:39
  numbers.
• 48:39
  Numbers.
• 48:40
  My
• 48:40
  encouragement
• 48:40
  to
• 48:41
  you
• 48:41
  is
• 48:41
  to
• 48:42
  make
• 48:42
  that
• 48:42
  line
• 48:42
  in
• 48:42
  the
• 48:43
  sand
• 48:43
  and
• 48:43
  go,
• 48:43
  no,
• 48:43
  this
• 48:44
  is
• 48:44
  a
• 48:44
  serious
• 48:44
  business
• 48:44
  because
• 48:45
  if
• 48:45
  you're
• 48:45
  serious
• 48:45
  about
• 48:46
  it,
• 48:46
  the
• 48:46
  people
• 48:46
  surrounding
• 48:47
  you
• 48:47
  will
• 48:47
  be
• 48:47
  serious
• 48:47
  about
• 48:48
  it.
• 48:48
  Same
• 48:49
  question
• 48:49
  to
• 48:49
  you,
• 48:49
  Elizabeth.
• 48:50
  Ooh,
• 48:51
  I
• 48:52
  wish
• 48:52
  I
• 48:53
  had
• 48:53
  gotten
• 48:54
  a
• 48:54
  coach
• 48:55
  and
• 48:55
  a
• 48:56
  mentor
• 48:56
  much
• 48:56
  earlier
• 48:56
  on
• 48:58
  because
• 48:58
  it
• 48:58
  would
• 48:59
  have
• 48:59
  saved
• 48:59
  me
• 49:00
  a
• 49:00
  shed
• 49:01
  load
• 49:01
  of
• 49:01
  years.
• 49:01
  I
• 49:02
  would
• 49:02
  have
• 49:02
  not
• 49:03
  wasted
• 49:03
  a
• 49:03
  lot
• 49:03
  of
• 49:03
  time
• 49:04
  trying
• 49:04
  to
• 49:04
  figure
• 49:04
  things
• 49:05
  out
• 49:05
  on
• 49:05
  my
• 49:05
  own.
• 49:06
  So
• 49:06
  having
• 49:07
  the
• 49:07
  right
• 49:07
  people
• 49:07
  in
• 49:08
  your
• 49:08
  course
• 49:08
  corner
• 49:09
  is
• 49:10
  very,
• 49:10
  very
• 49:10
  important.
• 49:12
  Yes,
• 49:13
  it's
• 49:13
  great
• 49:14
  to
• 49:14
  come
• 49:14
  to
• 49:14
  industry
• 49:15
  events,
• 49:15
  it's
• 49:16
  great
• 49:16
  to
• 49:16
  belong
• 49:16
  to
• 49:17
  groups,
• 49:17
  et
• 49:17
  cetera,
• 49:18
  et
• 49:18
  cetera.
• 49:18
  But
• 49:19
  some,
• 49:19
  it
• 49:20
  depends
• 49:20
  on
• 49:20
  what
• 49:20
  you
• 49:20
  want
• 49:20
  to
• 49:21
  do
• 49:21
  with
• 49:21
  your
• 49:21
  business.
• 49:21
  If
• 49:22
  you
• 49:22
  want
• 49:22
  to
• 49:22
  get
• 49:22
  to
• 49:22
  the
• 49:23
  next
• 49:23
  level,
• 49:24
  there's
• 49:25
  a
• 49:25
  level
• 49:25
  of
• 49:25
  investment
• 49:27
  in
• 49:27
  terms
• 49:27
  of
• 49:27
  time
• 49:28
  in
• 49:28
  particular,
• 49:29
  and
• 49:30
  also
• 49:30
  in
• 49:30
  terms
• 49:30
  of
• 49:31
  mindset
• 49:32
  that
• 49:33
  you
• 49:33
  have
• 49:33
  to
• 49:34
  do
• 49:34
  so,
• 49:35
  so
• 49:35
  that
• 49:35
  personal
• 49:36
  mindset
• 49:37
  work
• 49:38
  is
• 49:38
  so
• 49:39
  important.
• 49:41
  So,
• 49:41
  yeah,
• 49:42
  I
• 49:42
  think
• 49:42
  I
• 49:42
  wish
• 49:42
  I'd
• 49:43
  known
• 49:43
  that
• 49:43
  much
• 49:43
  earlier.
• 49:45
  That
• 49:45
  would
• 49:46
  have
• 49:46
  taken
• 49:46
  me
• 49:47
  a
• 49:47
  lot
• 49:47
  further.
• 49:47
  And
• 49:48
  that's
• 49:48
  a
• 49:48
  hard
• 49:48
  one
• 49:49
  because
• 49:49
  very
• 49:49
  often
• 49:49
  that's
• 49:50
  at
• 49:50
  the
• 49:50
  stage
• 49:50
  of
• 49:50
  your
• 49:51
  business
• 49:51
  that
• 49:51
  you
• 49:52
  don't
• 49:52
  have
• 49:52
  the
• 49:52
  funds
• 49:53
  to
• 49:53
  invest
• 49:53
  in.
• 49:54
  A
• 49:54
  consultant,
• 49:54
  a
• 49:55
  coach,
• 49:55
  a
• 49:55
  mentor,
• 49:55
  and
• 49:56
  it's
• 49:56
  when
• 49:56
  you
• 49:56
  need
• 49:56
  it
• 49:56
  the
• 49:57
  most.
• 49:57
  Yeah,
• 49:57
  absolutely.
• 49:58
  And
• 49:58
  I
• 49:58
  think
• 49:58
  I'm
• 49:58
  a
• 49:58
  big
• 49:59
  advocate
• 49:59
  for
• 49:59
  saying
• 50:00
  don't
• 50:00
  do
• 50:00
  things
• 50:00
  you
• 50:00
  can't
• 50:01
  afford
• 50:01
  because
• 50:01
  you
• 50:01
  do
• 50:02
  see
• 50:02
  a
• 50:02
  lot
• 50:02
  of
• 50:02
  things,
• 50:02
  especially,
• 50:02
  especially
• 50:03
  in
• 50:03
  this
• 50:03
  online
• 50:03
  coaching
• 50:04
  industry.
• 50:04
  It
• 50:04
  was
• 50:04
  like,
• 50:04
  put
• 50:05
  it
• 50:05
  on
• 50:05
  a
• 50:05
  credit
• 50:05
  card,
• 50:05
  you'll
• 50:06
  make
• 50:06
  millions
• 50:06
  of
• 50:06
  pounds,
• 50:07
  like.
• 50:07
  And
• 50:07
  I
• 50:07
  know
• 50:07
  Elizabeth's
• 50:08
  not
• 50:08
  like
• 50:08
  that
• 50:08
  either,
• 50:08
  otherwise
• 50:09
  she
• 50:09
  wouldn't
• 50:09
  be,
• 50:09
  she
• 50:09
  wouldn't
• 50:10
  be
• 50:10
  on
• 50:10
  this
• 50:10
  stage.
• 50:11
  But
• 50:11
  I
• 50:12
  think
• 50:12
  it's,
• 50:12
  it's
• 50:13
  understanding
• 50:14
  you
• 50:14
  need
• 50:14
  to
• 50:15
  value.
• 50:15
  If
• 50:16
  you
• 50:16
  are
• 50:16
  going
• 50:16
  to
• 50:16
  look
• 50:17
  for
• 50:17
  someone
• 50:17
  to
• 50:17
  help,
• 50:17
  you
• 50:17
  also
• 50:18
  need
• 50:18
  to
• 50:18
  value
• 50:18
  them
• 50:19
  and
• 50:19
  pay
• 50:19
  them
• 50:20
  for
• 50:20
  it.
• 50:20
  I
• 50:20
  often
• 50:21
  laugh
• 50:21
  when
• 50:21
  people
• 50:21
  say
• 50:22
  to
• 50:22
  me,
• 50:22
  becca,
• 50:22
  why
• 50:22
  are
• 50:22
  you
• 50:22
  charging
• 50:23
  this?
• 50:23
  It's
• 50:23
  too
• 50:23
  expensive,
• 50:24
  I
• 50:24
  think.
• 50:24
  Well,
• 50:24
  you
• 50:24
  keep
• 50:24
  telling
• 50:25
  me
• 50:25
  that
• 50:25
  people
• 50:25
  say
• 50:25
  that
• 50:25
  to
• 50:26
  you
• 50:26
  about
• 50:26
  your
• 50:26
  products
• 50:26
  and
• 50:27
  services,
• 50:27
  but
• 50:28
  you
• 50:28
  know,
• 50:28
  you're
• 50:28
  charging
• 50:29
  those
• 50:29
  things,
• 50:29
  things.
• 50:30
  So
• 50:31
  yes,
• 50:31
  I
• 50:31
  think
• 50:31
  it
• 50:32
  is
• 50:32
  difficult
• 50:32
  when
• 50:32
  you
• 50:33
  can't
• 50:33
  afford
• 50:33
  it
• 50:34
  or
• 50:34
  you
• 50:34
  feel
• 50:34
  like
• 50:34
  you
• 50:35
  can't
• 50:35
  afford
• 50:35
  it.
• 50:35
  So
• 50:35
  it's
• 50:36
  thinking,
• 50:36
  okay,
• 50:36
  well
• 50:36
  what
• 50:37
  can
• 50:37
  I
• 50:37
  afford
• 50:37
  and
• 50:37
  what's
• 50:38
  the
• 50:38
  best
• 50:38
  thing
• 50:38
  I
• 50:38
  can
• 50:38
  get
• 50:38
  with
• 50:38
  what
• 50:39
  I
• 50:39
  can't
• 50:39
  afford,
• 50:39
  or
• 50:40
  can
• 50:40
  I
• 50:40
  save
• 50:40
  up
• 50:40
  with
• 50:41
  the
• 50:41
  goal
• 50:41
  of
• 50:41
  doing
• 50:41
  this
• 50:42
  in
• 50:42
  six
• 50:42
  months
• 50:42
  time?
• 50:43
  And,
• 50:43
  and
• 50:43
  this
• 50:44
  is
• 50:44
  very
• 50:44
  important
• 50:44
  and
• 50:45
  anyone
• 50:45
  that's
• 50:45
  ever
• 50:45
  worked
• 50:46
  with
• 50:46
  me
• 50:46
  one
• 50:46
  to
• 50:46
  one
• 50:46
  will
• 50:46
  know
• 50:46
  this.
• 50:47
  I
• 50:47
  also
• 50:47
  say
• 50:48
  the
• 50:48
  first
• 50:48
  thing
• 50:48
  you
• 50:48
  need
• 50:48
  to
• 50:49
  do
• 50:49
  is
• 50:49
  work
• 50:49
  out
• 50:49
  how
• 50:50
  you're
• 50:50
  going
• 50:50
  to
• 50:50
  make
• 50:50
  this
• 50:50
  money
• 50:51
  back.
• 50:51
  So
• 50:51
  if
• 50:51
  you've
• 50:52
  paid
• 50:52
  me
• 50:52
  £400
• 50:53
  to
• 50:54
  sit
• 50:54
  with
• 50:54
  me
• 50:54
  for
• 50:54
  two
• 50:54
  hours,
• 50:55
  how
• 50:55
  are
• 50:55
  you
• 50:55
  going
• 50:55
  to
• 50:55
  make
• 50:55
  that
• 50:56
  £400
• 50:56
  back?
• 50:56
  What
• 50:57
  are
• 50:57
  we
• 50:57
  going
• 50:57
  to
• 50:57
  implement
• 50:57
  so
• 50:57
  that
• 50:58
  you
• 50:58
  are
• 50:58
  now
• 50:58
  back
• 50:58
  in
• 50:58
  process
• 50:59
  profit,
• 50:59
  rather
• 50:59
  than
• 51:00
  feeling
• 51:00
  like
• 51:00
  you're
• 51:00
  spending
• 51:00
  money
• 51:01
  and
• 51:01
  you
• 51:01
  don't
• 51:01
  know
• 51:01
  where
• 51:01
  it's
• 51:02
  gone.
• 51:02
  And
• 51:03
  Elizabeth,
• 51:03
  coming
• 51:03
  back
• 51:04
  to
• 51:04
  your
• 51:04
  own
• 51:04
  plans,
• 51:05
  what
• 51:05
  are
• 51:05
  the
• 51:05
  plans
• 51:05
  for
• 51:05
  the
• 51:06
  next
• 51:06
  year.
• 51:06
  Oh,
• 51:07
  okay.
• 51:09
  In
• 51:09
  next
• 51:10
  year.
• 51:10
  January.
• 51:10
  January
• 51:11
  is
• 51:11
  when
• 51:11
  I
• 51:11
  do
• 51:11
  my
• 51:12
  diversity
• 51:12
  and
• 51:12
  luxury
• 51:12
  awards.
• 51:14
  So
• 51:14
  planning,
• 51:15
  actually
• 51:16
  planning
• 51:16
  that
• 51:16
  right
• 51:16
  now.
• 51:18
  I
• 51:18
  may
• 51:18
  also
• 51:19
  do
• 51:19
  a
• 51:19
  conference
• 51:20
  next
• 51:20
  year
• 51:21
  and
• 51:21
  I've
• 51:22
  spoken
• 51:22
  to
• 51:22
  a
• 51:22
  couple
• 51:22
  of
• 51:23
  people
• 51:23
  tonight
• 51:23
  and
• 51:24
  probably
• 51:24
  my
• 51:24
  audiobook
• 51:25
  book,
• 51:26
  which
• 51:26
  I
• 51:27
  will
• 51:27
  narrate
• 51:27
  myself
• 51:29
  so
• 51:30
  that
• 51:30
  that's
• 51:30
  also
• 51:30
  coming
• 51:31
  out.
• 51:31
  But
• 51:31
  I've,
• 51:31
  I've
• 51:32
  always
• 51:32
  got,
• 51:32
  you
• 51:32
  know,
• 51:33
  things
• 51:33
  coming
• 51:34
  up.
• 51:34
  I've
• 51:34
  got
• 51:34
  a
• 51:34
  few
• 51:35
  speaking
• 51:35
  engagements
• 51:36
  as
• 51:36
  well.
• 51:38
  So
• 51:38
  yeah,
• 51:38
  so
• 51:39
  yeah,
• 51:39
  got,
• 51:39
  got
• 51:39
  a
• 51:40
  few
• 51:40
  things
• 51:40
  under
• 51:40
  my
• 51:40
  belt.
• 51:41
  Busy,
• 51:41
  busy
• 51:42
  year.
• 51:42
  And
• 51:42
  Becca,
• 51:42
  I
• 51:42
  know
• 51:43
  you've
• 51:43
  got
• 51:43
  something
• 51:43
  exciting
• 51:44
  coming
• 51:44
  up.
• 51:44
  I
• 51:44
  do.
• 51:44
  I
• 51:45
  have
• 51:45
  very
• 51:45
  exciting
• 51:45
  news
• 51:45
  to
• 51:46
  share
• 51:46
  with
• 51:46
  you.
• 51:46
  First
• 51:46
  of
• 51:47
  all,
• 51:47
  don't
• 51:47
  ask
• 51:47
  me
• 51:47
  about
• 51:48
  my
• 51:48
  audiobook
• 51:48
  because
• 51:48
  it's
• 51:49
  being
• 51:49
  released
• 51:49
  quarter
• 51:49
  one,
• 51:50
  2025
• 51:51
  and
• 51:51
  that
• 51:51
  has
• 51:51
  already
• 51:52
  been
• 51:52
  past.
• 51:52
  So
• 51:53
  it
• 51:53
  is
• 51:53
  coming.
• 51:53
  I've
• 51:54
  recorded
• 51:54
  the
• 51:54
  first
• 51:54
  few
• 51:55
  chapters.
• 51:55
  It's
• 51:55
  hard,
• 51:55
  Elizabeth,
• 51:56
  reading
• 51:57
  to
• 51:57
  yourself.
• 51:57
  And
• 51:57
  then
• 51:58
  I
• 51:58
  kept
• 51:58
  having
• 51:58
  a
• 51:58
  cold.
• 51:59
  Anyway,
• 51:59
  it
• 51:59
  will
• 52:00
  come
• 52:00
  eventually.
• 52:00
  The
• 52:00
  audiobook
• 52:01
  is
• 52:01
  on
• 52:01
  its
• 52:01
  way.
• 52:01
  Those
• 52:01
  of
• 52:02
  you
• 52:02
  that
• 52:02
  are
• 52:02
  waiting
• 52:02
  patiently
• 52:03
  for
• 52:03
  it.
• 52:03
  For
• 52:03
  me,
• 52:04
  2026
• 52:05
  is
• 52:05
  an
• 52:05
  exciting
• 52:05
  year.
• 52:06
  I
• 52:06
  have
• 52:06
  decided
• 52:07
  to
• 52:07
  take
• 52:07
  a
• 52:07
  huge
• 52:08
  leap
• 52:08
  and
• 52:09
  do
• 52:09
  something
• 52:09
  that
• 52:09
  I've
• 52:10
  been
• 52:10
  asking
• 52:10
  other
• 52:10
  people
• 52:11
  to
• 52:11
  do
• 52:11
  for
• 52:11
  me
• 52:11
  for
• 52:11
  ages
• 52:12
  and
• 52:12
  decided,
• 52:13
  okay,
• 52:13
  I'm
• 52:14
  going
• 52:14
  to
• 52:14
  have
• 52:14
  to
• 52:14
  do
• 52:14
  it
• 52:14
  myself.
• 52:15
  So
• 52:15
  as
• 52:15
  you
• 52:15
  know,
• 52:15
  I
• 52:16
  love
• 52:16
  going
• 52:16
  out
• 52:16
  to
• 52:16
  Las
• 52:17
  Vegas,
• 52:17
  I
• 52:17
  love
• 52:17
  going
• 52:17
  to
• 52:17
  Wedding
• 52:18
  mba.
• 52:18
  I
• 52:18
  love
• 52:19
  the
• 52:19
  energy,
• 52:19
  I
• 52:20
  love
• 52:20
  the
• 52:20
  education,
• 52:20
  I
• 52:21
  love
• 52:21
  everything
• 52:21
  about
• 52:22
  it.
• 52:22
  And
• 52:22
  I've
• 52:22
  been
• 52:22
  encouraging
• 52:23
  you
• 52:23
  guys
• 52:23
  to
• 52:23
  come
• 52:24
  there
• 52:24
  with
• 52:24
  me
• 52:24
  but
• 52:24
  I
• 52:24
  know
• 52:25
  it's
• 52:25
  not
• 52:25
  always
• 52:26
  easy
• 52:26
  for
• 52:26
  you
• 52:26
  to
• 52:26
  get
• 52:26
  out
• 52:27
  there
• 52:27
  with
• 52:27
  me
• 52:27
  and
• 52:28
  it
• 52:28
  is
• 52:28
  quite
• 52:28
  expensive
• 52:28
  to
• 52:29
  go
• 52:29
  to
• 52:29
  Las
• 52:29
  Vegas
• 52:29
  and
• 52:30
  not
• 52:30
  everyone
• 52:30
  can
• 52:30
  do
• 52:30
  that.
• 52:31
  And
• 52:31
  so
• 52:31
  I
• 52:31
  kept
• 52:32
  saying,
• 52:32
  please,
• 52:32
  can
• 52:33
  someone
• 52:33
  just
• 52:33
  bring
• 52:33
  that
• 52:34
  event,
• 52:34
  some
• 52:34
  kind
• 52:35
  of
• 52:35
  same
• 52:35
  energy
• 52:35
  here
• 52:36
  to
• 52:36
  the
• 52:36
  uk?
• 52:37
  And
• 52:37
  I
• 52:37
  kept
• 52:37
  asking
• 52:38
  everyone
• 52:38
  and
• 52:38
  no
• 52:38
  one
• 52:39
  really
• 52:39
  did
• 52:39
  it.
• 52:39
  So
• 52:39
  I
• 52:40
  decided,
• 52:40
  okay,
• 52:41
  I'm
• 52:41
  gonna
• 52:41
  have
• 52:41
  to
• 52:41
  just
• 52:41
  do
• 52:42
  it
• 52:42
  myself.
• 52:43
  So
• 52:43
  that
• 52:43
  is
• 52:43
  what
• 52:43
  is
• 52:43
  happening
• 52:44
  2026,
• 52:45
  March
• 52:46
  25th.
• 52:47
  Get
• 52:47
  it
• 52:47
  in
• 52:47
  your
• 52:47
  diaries
• 52:48
  now.
• 52:48
  We
• 52:49
  are
• 52:49
  going
• 52:49
  to
• 52:50
  be
• 52:50
  here.
• 52:52
  So
• 52:52
  March
• 52:53
  25,
• 52:53
  2026,
• 52:54
  Wedding
• 52:55
  Pros
• 52:55
  live
• 52:56
  in
• 52:56
  London
• 52:57
  is
• 52:57
  happening
• 52:57
  here
• 52:58
  at
• 52:58
  the
• 52:59
  Royal
• 52:59
  Horse
• 52:59
  Guards
• 53:00
  Hotel
• 53:00
  in
• 53:01
  central
• 53:01
  London.
• 53:02
  We
• 53:02
  have
• 53:02
  the
• 53:02
  whole
• 53:02
  top
• 53:03
  floor
• 53:03
  so
• 53:03
  we'll
• 53:03
  have
• 53:03
  no
• 53:04
  crazy
• 53:04
  people
• 53:05
  next
• 53:05
  door
• 53:05
  like
• 53:06
  with
• 53:06
  their
• 53:06
  microphones.
• 53:07
  We're
• 53:08
  gonna
• 53:08
  have
• 53:08
  the
• 53:08
  whole
• 53:08
  top
• 53:08
  floor
• 53:09
  of
• 53:09
  this
• 53:09
  hotel.
• 53:10
  I
• 53:10
  have
• 53:10
  already
• 53:11
  got
• 53:11
  three,
• 53:11
  nearly
• 53:12
  four
• 53:12
  incredible
• 53:14
  top
• 53:14
  line
• 53:14
  speakers
• 53:15
  from
• 53:15
  Wedding
• 53:15
  MBA
• 53:16
  already
• 53:16
  booked
• 53:17
  to
• 53:17
  come
• 53:18
  and
• 53:18
  they
• 53:18
  are
• 53:18
  going
• 53:18
  to
• 53:18
  be
• 53:18
  announced
• 53:19
  soon.
• 53:19
  We've
• 53:20
  got
• 53:20
  a
• 53:20
  wonderful
• 53:20
  media
• 53:20
  partner
• 53:21
  in
• 53:21
  the
• 53:21
  wonderful
• 53:22
  guides
• 53:22
  for
• 53:22
  BR
• 53:23
  who
• 53:23
  are
• 53:23
  going
• 53:23
  to
• 53:23
  be
• 53:24
  part
• 53:24
  of
• 53:24
  that
• 53:25
  event
• 53:25
  as
• 53:25
  well.
• 53:25
  We
• 53:25
  have
• 53:26
  an
• 53:26
  amazing
• 53:26
  headline
• 53:27
  sponsor
• 53:27
  which
• 53:28
  is
• 53:28
  Kira,
• 53:28
  a
• 53:28
  wedding
• 53:29
  pro
• 53:29
  from
• 53:29
  Wedding
• 53:30
  Dates.
• 53:30
  I
• 53:31
  am
• 53:31
  incredibly
• 53:31
  excited
• 53:32
  about
• 53:32
  it.
• 53:33
  It
• 53:33
  is
• 53:33
  not
• 53:33
  going
• 53:33
  to
• 53:34
  be
• 53:34
  your
• 53:34
  normal,
• 53:34
  just
• 53:35
  turn
• 53:35
  up
• 53:35
  for
• 53:36
  a
• 53:36
  conference.
• 53:36
  It
• 53:36
  is
• 53:37
  going
• 53:37
  to
• 53:37
  have
• 53:37
  the
• 53:37
  full
• 53:37
  Becca
• 53:38
  energy.
• 53:39
  Just
• 53:39
  to
• 53:39
  give
• 53:40
  you
• 53:40
  an
• 53:40
  idea.
• 53:40
  The
• 53:40
  day
• 53:40
  is
• 53:41
  going
• 53:41
  to
• 53:41
  end
• 53:41
  with
• 53:41
  drinks
• 53:42
  and
• 53:42
  it's
• 53:42
  going
• 53:42
  to
• 53:42
  be
• 53:42
  a
• 53:42
  Becca
• 53:43
  themed
• 53:43
  cocktail.
• 53:43
  That
• 53:44
  is
• 53:44
  the
• 53:44
  plan.
• 53:44
  Okay.
• 53:45
  So
• 53:45
  if
• 53:46
  you
• 53:46
  like
• 53:46
  the
• 53:46
  Becker
• 53:46
  energy,
• 53:47
  if
• 53:47
  you
• 53:47
  like
• 53:47
  high
• 53:47
  level
• 53:47
  education,
• 53:49
  that
• 53:49
  is
• 53:49
  kind
• 53:49
  of
• 53:49
  coming.
• 53:50
  It
• 53:50
  feels
• 53:50
  very
• 53:51
  scary
• 53:51
  to
• 53:52
  me
• 53:52
  to
• 53:52
  launch
• 53:53
  it,
• 53:53
  to
• 53:53
  bring
• 53:53
  it
• 53:53
  to
• 53:54
  the
• 53:54
  world
• 53:55
  but
• 53:55
  people
• 53:55
  have
• 53:55
  been
• 53:55
  asking
• 53:56
  for
• 53:56
  it.
• 53:56
  So
• 53:56
  now
• 53:56
  you
• 53:56
  need
• 53:57
  to
• 53:57
  do
• 53:57
  your
• 53:57
  bit
• 53:57
  and
• 53:57
  actually
• 53:58
  come
• 53:58
  to
• 53:58
  it
• 53:58
  because
• 53:58
  if
• 53:58
  no
• 53:59
  one
• 53:59
  comes,
• 53:59
  it
• 53:59
  won't
• 53:59
  happen
• 54:00
  ever
• 54:00
  again
• 54:00
  and
• 54:01
  it
• 54:01
  will
• 54:01
  just
• 54:01
  be
• 54:01
  me
• 54:01
  and
• 54:02
  my
• 54:02
  four
• 54:02
  American
• 54:02
  friends
• 54:03
  drinking
• 54:04
  wine
• 54:04
  in
• 54:04
  this
• 54:05
  bar.
• 54:06
  So
• 54:06
  yeah,
• 54:06
  it's
• 54:06
  very
• 54:06
  exciting.
• 54:07
  Tickets
• 54:07
  are
• 54:08
  going
• 54:08
  on
• 54:08
  sale
• 54:09
  almost
• 54:09
  immediately.
• 54:10
  I
• 54:10
  believe
• 54:11
  it
• 54:11
  will
• 54:11
  hopefully
• 54:12
  sell
• 54:12
  fairly
• 54:13
  fast.
• 54:13
  I
• 54:13
  mean
• 54:13
  if
• 54:13
  this
• 54:14
  event
• 54:14
  went
• 54:14
  in
• 54:15
  six
• 54:15
  days.
• 54:15
  Just
• 54:15
  to
• 54:16
  give
• 54:16
  you
• 54:16
  an
• 54:16
  idea
• 54:17
  and
• 54:17
  I
• 54:17
  couldn't
• 54:18
  believe
• 54:18
  it.
• 54:18
  So,
• 54:19
  so
• 54:19
  the
• 54:19
  tickets
• 54:20
  there
• 54:20
  are
• 54:20
  three
• 54:20
  levels.
• 54:21
  I'm
• 54:21
  very
• 54:21
  transparent
• 54:22
  about
• 54:22
  pricing
• 54:22
  so
• 54:23
  I'm
• 54:23
  going
• 54:23
  to
• 54:23
  share
• 54:23
  that
• 54:23
  with
• 54:23
  you
• 54:24
  now.
• 54:24
  Ticket
• 54:25
  level
• 54:25
  one
• 54:25
  is
• 54:25
  ticket
• 54:26
  only.
• 54:27
  That
• 54:27
  is
• 54:27
  £97
• 54:28
  for
• 54:28
  the
• 54:28
  full
• 54:29
  day
• 54:29
  conference
• 54:29
  or
• 54:30
  the
• 54:30
  education.
• 54:30
  You
• 54:31
  can
• 54:31
  pop
• 54:31
  out
• 54:31
  and
• 54:31
  get
• 54:31
  your
• 54:31
  own
• 54:32
  lunch
• 54:32
  in
• 54:32
  the
• 54:32
  middle
• 54:33
  if
• 54:33
  you
• 54:33
  want
• 54:33
  to.
• 54:34
  Level
• 54:34
  2
• 54:35
  is
• 54:35
  149.
• 54:36
  That
• 54:36
  includes
• 54:36
  a
• 54:37
  hot
• 54:37
  lunch,
• 54:38
  a
• 54:38
  buffet
• 54:39
  here
• 54:39
  at
• 54:39
  the
• 54:39
  hotel.
• 54:39
  So
• 54:40
  if
• 54:40
  you
• 54:40
  want
• 54:40
  the
• 54:41
  ease
• 54:41
  of
• 54:42
  doing
• 54:42
  that,
• 54:42
  you
• 54:43
  can
• 54:43
  do
• 54:43
  that.
• 54:43
  And
• 54:43
  if
• 54:43
  you
• 54:43
  want
• 54:43
  to
• 54:44
  go
• 54:44
  VIP
• 54:45
  luxury
• 54:45
  and
• 54:46
  you
• 54:46
  want
• 54:46
  to
• 54:46
  come
• 54:46
  into
• 54:46
  the
• 54:47
  VIP
• 54:47
  lounge,
• 54:47
  that's
• 54:48
  actually
• 54:48
  going
• 54:48
  to
• 54:48
  be
• 54:48
  the
• 54:48
  Churchill
• 54:49
  bar.
• 54:49
  So
• 54:49
  all
• 54:49
  of
• 54:49
  you
• 54:49
  have
• 54:49
  been
• 54:50
  in
• 54:50
  the
• 54:50
  Churchill
• 54:51
  far
• 54:51
  today.
• 54:52
  Enjoy
• 54:52
  that
• 54:52
  because
• 54:53
  at
• 54:53
  my
• 54:53
  conference
• 54:53
  that's
• 54:54
  VIP
• 54:54
  only
• 54:55
  and
• 54:56
  there
• 54:56
  won't
• 54:56
  be
• 54:56
  so
• 54:56
  many
• 54:56
  people
• 54:57
  in
• 54:57
  there,
• 54:57
  it
• 54:57
  won't
• 54:57
  be
• 54:57
  so
• 54:57
  warm.
• 54:58
  So
• 54:58
  that's
• 54:58
  gonna
• 54:58
  be
• 54:58
  the
• 54:59
  VIP
• 54:59
  lounge.
• 54:59
  If
• 54:59
  you
• 54:59
  want
• 54:59
  to
• 54:59
  access
• 55:00
  that,
• 55:00
  hang
• 55:00
  out
• 55:00
  with
• 55:00
  the
• 55:01
  speakers,
• 55:01
  we're
• 55:01
  gonna
• 55:01
  have
• 55:01
  a
• 55:01
  sit
• 55:02
  down
• 55:02
  VIP
• 55:02
  lunch.
• 55:03
  If
• 55:03
  you're
• 55:04
  a
• 55:04
  VIP
• 55:04
  as
• 55:04
  well,
• 55:04
  that's
• 55:05
  199
• 55:06
  and
• 55:06
  a
• 55:06
  very
• 55:06
  special
• 55:07
  thing
• 55:07
  because
• 55:07
  I
• 55:07
  wanted
• 55:08
  to
• 55:08
  do
• 55:08
  something
• 55:08
  for
• 55:09
  you
• 55:09
  guys
• 55:09
  for
• 55:09
  being
• 55:09
  here
• 55:09
  tonight
• 55:10
  and
• 55:10
  to
• 55:10
  support
• 55:10
  this
• 55:10
  event.
• 55:11
  If
• 55:11
  you
• 55:11
  do
• 55:11
  want
• 55:12
  to
• 55:12
  come
• 55:12
  next
• 55:12
  March
• 55:12
  and
• 55:13
  you
• 55:13
  want
• 55:13
  to
• 55:13
  jump
• 55:14
  in
• 55:14
  early
• 55:15
  tonight,
• 55:16
  we
• 55:16
  are
• 55:16
  going
• 55:16
  to
• 55:16
  take
• 55:17
  £25
• 55:18
  off
• 55:18
  of
• 55:18
  the
• 55:18
  main
• 55:19
  middle
• 55:19
  ticket.
• 55:20
  So
• 55:20
  for
• 55:20
  125
• 55:21
  you
• 55:22
  can
• 55:22
  get
• 55:22
  your
• 55:23
  hot
• 55:23
  lunch
• 55:23
  and
• 55:23
  your
• 55:24
  ticket
• 55:24
  and
• 55:24
  everything.
• 55:24
  And
• 55:24
  I'm
• 55:25
  gonna
• 55:25
  have
• 55:25
  my
• 55:25
  phone
• 55:26
  out,
• 55:26
  a
• 55:26
  very
• 55:26
  basic
• 55:27
  webpage
• 55:27
  if
• 55:27
  anyone
• 55:28
  wants
• 55:28
  to
• 55:28
  buy
• 55:28
  a
• 55:28
  ticket.
• 55:28
  But
• 55:28
  if
• 55:29
  you
• 55:29
  want
• 55:29
  to
• 55:29
  be
• 55:29
  in
• 55:29
  first
• 55:29
  and
• 55:30
  make
• 55:30
  sure
• 55:30
  you've
• 55:30
  got
• 55:30
  the
• 55:30
  place
• 55:31
  at
• 55:31
  the
• 55:31
  table.
• 55:32
  Wedding
• 55:32
  pros
• 55:32
  live
• 55:33
  2026.
• 55:35
  I
• 55:35
  would
• 55:35
  love
• 55:35
  to
• 55:35
  have
• 55:36
  you
• 55:36
  there
• 55:36
  and
• 55:36
  I
• 55:36
  hope
• 55:37
  it's
• 55:37
  an
• 55:37
  exciting
• 55:38
  time
• 55:38
  in
• 55:38
  the
• 55:38
  wedding
• 55:38
  industry.
• 55:38
  You'll
• 55:39
  know
• 55:39
  I'm
• 55:39
  a
• 55:39
  big
• 55:40
  believer
• 55:40
  in
• 55:41
  wedding
• 55:41
  industry
• 55:41
  events.
• 55:41
  We
• 55:42
  don't
• 55:42
  have
• 55:42
  enough
• 55:42
  of
• 55:42
  them
• 55:43
  in
• 55:43
  the
• 55:43
  uk.
• 55:43
  Guys
• 55:44
  for
• 55:44
  Brides
• 55:44
  have
• 55:44
  a
• 55:44
  great
• 55:45
  conference
• 55:45
  that
• 55:45
  I'm
• 55:46
  also
• 55:46
  excited
• 55:46
  to
• 55:46
  be
• 55:46
  speaking,
• 55:47
  looking
• 55:47
  at
• 55:47
  at
• 55:48
  the
• 55:48
  end
• 55:48
  of
• 55:48
  the
• 55:48
  year
• 55:49
  too.
• 55:49
  So
• 55:49
  you've
• 55:50
  got
• 55:50
  to
• 55:50
  get
• 55:50
  these
• 55:50
  things
• 55:50
  into
• 55:51
  your
• 55:51
  diaries.
• 55:51
  If
• 55:51
  you
• 55:51
  can't
• 55:52
  fly
• 55:52
  off
• 55:52
  to
• 55:52
  Vegas
• 55:53
  with
• 55:53
  me,
• 55:53
  get
• 55:54
  yourself
• 55:54
  to
• 55:54
  these
• 55:54
  conferences
• 55:55
  this
• 55:55
  autumn
• 55:55
  with
• 55:55
  guides
• 55:56
  for
• 55:56
  brides.
• 55:56
  Get
• 55:56
  yourself
• 55:57
  here
• 55:57
  in
• 55:57
  March,
• 55:58
  because
• 55:58
  when
• 55:58
  we
• 55:59
  learn
• 56:00
  and
• 56:00
  educate
• 56:00
  ourselves
• 56:01
  and
• 56:01
  get
• 56:01
  in
• 56:01
  these
• 56:01
  rooms,
• 56:02
  that's
• 56:02
  what
• 56:02
  drives
• 56:02
  us
• 56:03
  forward
• 56:03
  and
• 56:03
  gives
• 56:03
  us
• 56:03
  the
• 56:04
  motivation
• 56:05
  to
• 56:05
  move
• 56:05
  on.
• 56:06
  So
• 56:06
  that's
• 56:06
  me.
• 56:07
  Wedding
• 56:07
  pros
• 56:07
  live
• 56:08
  2026
• 56:08
  is
• 56:08
  out
• 56:09
  there
• 56:09
  now,
• 56:09
  everyone.
• 56:10
  So
• 56:11
  thank
• 56:12
  you
• 56:12
  both
• 56:12
  so
• 56:13
  much
• 56:13
  for
• 56:13
  bringing
• 56:13
  us
• 56:14
  so
• 56:14
  much
• 56:14
  honesty,
• 56:15
  value
• 56:16
  and
• 56:16
  insight
• 56:16
  tonight.
• 56:17
  I
• 56:18
  hope
• 56:18
  everyone'
• 56:19
  to
• 56:19
  be
• 56:19
  leaving
• 56:19
  full
• 56:20
  of
• 56:20
  inspiration
• 56:21
  and
• 56:21
  some
• 56:21
  practical
• 56:22
  ideas
• 56:22
  that
• 56:23
  they
• 56:23
  can
• 56:23
  take
• 56:23
  away.
• 56:24
  And
• 56:24
  I
• 56:25
  know
• 56:25
  both
• 56:25
  Becca
• 56:26
  and
• 56:26
  Elizabeth
• 56:26
  are
• 56:27
  going
• 56:27
  to
• 56:27
  be
• 56:27
  in
• 56:27
  the
• 56:27
  bar,
• 56:28
  apparently
• 56:29
  for
• 56:29
  the
• 56:29
  rest
• 56:29
  of
• 56:29
  the
• 56:30
  evening,
• 56:30
  so
• 56:31
  if
• 56:31
  you
• 56:31
  want
• 56:31
  to
• 56:32
  get
• 56:32
  a
• 56:32
  copy
• 56:32
  of
• 56:32
  the
• 56:33
  books
• 56:33
  or
• 56:34
  just
• 56:34
  speak
• 56:34
  to
• 56:34
  them,
• 56:35
  they
• 56:35
  will
• 56:35
  be
• 56:35
  there.
• 56:36
  But
• 56:37
  for
• 56:37
  now,
• 56:37
  it's
• 56:38
  just
• 56:38
  left
• 56:38
  with
• 56:38
  me
• 56:39
  to
• 56:39
  say
• 56:39
  thank
• 56:40
  you
• 56:40
  all
• 56:40
  very
• 56:41
  much
• 56:41
  for
• 56:41
  being
• 56:41
  such
• 56:42
  a
• 56:42
  lovely
• 56:43
  audience
• 56:43
  tonight.
• 56:43
  Thank
• 56:44
  you.