Latest / Making Cents / How A ‘Personal Brand’ Gets You Paid More (Even If You’re Not An Influencer)

Transcript

How A ‘Personal Brand’ Gets You Paid More (Even If You’re Not An Influencer) · Making Cents

• 0:00
  A
• 0:00
  personal
• 0:00
  brand
• 0:01
  can
• 0:01
  get
• 0:01
  you
• 0:02
  paid
• 0:02
  more.
• 0:03
  Yes.
• 0:04
  Even
• 0:04
  if
• 0:04
  you're
• 0:04
  not
• 0:04
  an
• 0:05
  influencer.
• 0:06
  Because
• 0:06
  these
• 0:06
  days,
• 0:07
  the
• 0:07
  people
• 0:07
  who
• 0:07
  get.
• 0:08
  The
• 0:08
  opportunities
• 0:08
  are
• 0:09
  often
• 0:09
  the
• 0:09
  people
• 0:10
  who
• 0:10
  get
• 0:10
  the
• 0:11
  attention
• 0:12
  and
• 0:12
  are
• 0:12
  visible.
• 0:13
  And
• 0:13
  that
• 0:14
  attention
• 0:14
  doesn't
• 0:14
  have
• 0:14
  to
• 0:15
  come
• 0:15
  from
• 0:15
  dancing
• 0:16
  on
• 0:16
  TikTok
• 0:17
  or
• 0:17
  selling
• 0:17
  hair
• 0:17
  gummies.
• 0:18
  It
• 0:18
  can
• 0:19
  be
• 0:19
  something
• 0:19
  much
• 0:19
  simpler
• 0:20
  than
• 0:20
  that.
• 0:21
  Showing
• 0:21
  people
• 0:22
  what
• 0:22
  you
• 0:22
  know,
• 0:23
  what
• 0:23
  you
• 0:24
  think
• 0:24
  and
• 0:25
  what
• 0:25
  you
• 0:25
  care
• 0:25
  about.
• 0:26
  Which
• 0:27
  is
• 0:27
  exactly
• 0:27
  what
• 0:27
  Stanley
• 0:28
  Henry
• 0:28
  has
• 0:29
  built
• 0:29
  his
• 0:29
  career
• 0:29
  around.
• 0:30
  He's
• 0:30
  the
• 0:31
  founder
• 0:31
  of
• 0:31
  the
• 0:32
  Attention
• 0:32
  Seeker,
• 0:33
  a
• 0:33
  marketing
• 0:33
  agency
• 0:34
  that
• 0:34
  helps
• 0:35
  people
• 0:35
  and.
• 0:35
  Companies
• 0:36
  grow
• 0:36
  through
• 0:36
  organic
• 0:37
  social
• 0:38
  media,
• 0:39
  essentially
• 0:40
  figuring
• 0:40
  out
• 0:40
  how
• 0:40
  to
• 0:40
  earn
• 0:41
  attention
• 0:41
  online
• 0:42
  without
• 0:42
  paying
• 0:42
  for
• 0:43
  it.
• 0:43
  Building
• 0:43
  a
• 0:43
  personal
• 0:44
  brand
• 0:44
  is
• 0:44
  the
• 0:44
  same
• 0:44
  thing
• 0:44
  you
• 0:45
  do
• 0:45
  at
• 0:45
  the
• 0:45
  barbecue
• 0:45
  on
• 0:45
  the
• 0:45
  weekend.
• 0:46
  Those
• 0:47
  conversations
• 0:48
  are
• 0:48
  the
• 0:48
  same
• 0:48
  conversations
• 0:49
  you
• 0:49
  can
• 0:49
  have
• 0:49
  online
• 0:50
  now.
• 0:50
  If
• 0:50
  you
• 0:50
  aren't
• 0:51
  doing
• 0:51
  brand
• 0:51
  work,
• 0:52
  you're
• 0:52
  not
• 0:52
  talking
• 0:52
  to
• 0:52
  95%
• 0:53
  of
• 0:53
  your
• 0:53
  audience.
• 0:54
  Because
• 0:54
  whether
• 0:54
  we
• 0:55
  like
• 0:55
  it
• 0:55
  or
• 0:55
  not,.
• 0:56
  The
• 0:56
  way
• 0:56
  people
• 0:56
  discover
• 0:57
  opportunities
• 0:58
  is
• 0:59
  changing.
• 1:00
  More
• 1:00
  and
• 1:00
  more
• 1:00
  often.
• 1:01
  People
• 1:01
  aren't
• 1:01
  just
• 1:02
  looking
• 1:02
  at
• 1:02
  your
• 1:02
  cv.
• 1:03
  They
• 1:03
  hear
• 1:04
  about
• 1:04
  you,
• 1:05
  you
• 1:05
  sit
• 1:05
  in.
• 1:05
  The
• 1:05
  back
• 1:05
  of
• 1:06
  their
• 1:06
  mind.
• 1:06
  And
• 1:07
  when
• 1:07
  the
• 1:07
  right
• 1:07
  opportunity
• 1:08
  comes
• 1:08
  up,
• 1:09
  they
• 1:09
  come
• 1:09
  to
• 1:10
  you.
• 1:10
  And
• 1:11
  if
• 1:11
  you're
• 1:11
  a
• 1:11
  secret,
• 1:12
  you
• 1:12
  don't
• 1:13
  get
• 1:13
  opportunities.
• 1:14
  He
• 1:14
  did
• 1:14
  like
• 1:14
  8.90
• 1:15
  in
• 1:15
  his
• 1:15
  first
• 1:16
  year.
• 1:17
  In
• 1:17
  his
• 1:18
  first
• 1:18
  year,
• 1:18
  and
• 1:18
  he's
• 1:18
  still
• 1:19
  climbing
• 1:19
  now.
• 1:19
  Made
• 1:20
  nearly
• 1:20
  a
• 1:20
  mil
• 1:20
  in
• 1:20
  his
• 1:20
  first
• 1:21
  year.
• 1:22
  You
• 1:22
  can
• 1:22
  always
• 1:22
  make
• 1:23
  more
• 1:23
  money
• 1:23
  if
• 1:23
  you
• 1:23
  have
• 1:23
  more
• 1:23
  attention.
• 1:24
  Of
• 1:24
  course,
• 1:25
  knowing
• 1:25
  that
• 1:26
  and
• 1:26
  actually
• 1:26
  putting
• 1:27
  yourself
• 1:27
  out
• 1:27
  there
• 1:28
  are
• 1:28
  two
• 1:28
  very
• 1:28
  different
• 1:29
  things.
• 1:30
  It's
• 1:31
  awkward.
• 1:32
  Putting
• 1:33
  yourself
• 1:33
  out
• 1:33
  there
• 1:34
  can
• 1:34
  be
• 1:34
  hard.
• 1:34
  And
• 1:35
  what
• 1:35
  do
• 1:35
  you
• 1:35
  even
• 1:36
  say?
• 1:37
  You
• 1:37
  don't
• 1:37
  have
• 1:38
  the
• 1:38
  time
• 1:38
  to
• 1:38
  become
• 1:39
  a
• 1:39
  full
• 1:39
  time
• 1:39
  content
• 1:40
  creator,
• 1:41
  but
• 1:41
  if.
• 1:41
  You're
• 1:42
  going
• 1:42
  to
• 1:42
  do
• 1:42
  something,
• 1:43
  you
• 1:44
  want.
• 1:44
  To
• 1:44
  do
• 1:44
  it
• 1:44
  right.
• 1:45
  I
• 1:45
  think
• 1:45
  you're
• 1:46
  more
• 1:46
  likely
• 1:47
  to
• 1:47
  get
• 1:47
  opportunities
• 1:48
  on
• 1:48
  LinkedIn
• 1:49
  at
• 1:49
  a
• 1:49
  smaller
• 1:49
  scale
• 1:50
  than
• 1:50
  what
• 1:51
  you
• 1:51
  will
• 1:51
  on
• 1:51
  Instagram
• 1:52
  and
• 1:52
  Facebook.
• 1:52
  Like,
• 1:52
  making
• 1:53
  content
• 1:53
  that
• 1:53
  connects
• 1:54
  on
• 1:54
  Instagram
• 1:54
  is
• 1:55
  so
• 1:55
  much
• 1:55
  harder.
• 1:56
  You
• 1:56
  know,
• 1:56
  most
• 1:56
  people
• 1:57
  can't
• 1:57
  do
• 1:57
  it.
• 1:58
  You'll
• 1:58
  be
• 1:59
  surprised
• 1:59
  how
• 2:00
  quickly,
• 2:00
  like
• 2:00
  if
• 2:01
  you
• 2:01
  did
• 2:01
  on
• 2:01
  a
• 2:01
  platform
• 2:01
  like
• 2:01
  LinkedIn,
• 2:02
  how
• 2:03
  quickly
• 2:03
  opportunities
• 2:03
  will
• 2:04
  come
• 2:04
  back.
• 2:04
  So
• 2:05
  welcome
• 2:05
  to
• 2:05
  Making
• 2:05
  Sense.
• 2:06
  It's
• 2:06
  the
• 2:06
  podcast
• 2:07
  people
• 2:07
  who
• 2:07
  want
• 2:07
  financial
• 2:08
  freedom
• 2:08
  without
• 2:09
  giving
• 2:09
  up
• 2:09
  their
• 2:09
  coffee.
• 2:10
  I'm
• 2:10
  Frances
• 2:11
  Cook,
• 2:11
  a
• 2:11
  financial
• 2:11
  journalist
• 2:12
  and
• 2:12
  fellow
• 2:13
  financial
• 2:13
  freedom
• 2:13
  seeker
• 2:14
  who
• 2:14
  makes
• 2:14
  money
• 2:14
  simple
• 2:15
  for
• 2:15
  you
• 2:16
  today.
• 2:16
  It's
• 2:17
  why
• 2:17
  you
• 2:17
  need
• 2:18
  a
• 2:18
  personal
• 2:18
  brand
• 2:18
  for
• 2:19
  any
• 2:19
  type
• 2:19
  of
• 2:20
  career
• 2:20
  these
• 2:20
  days
• 2:21
  and
• 2:21
  how
• 2:21
  to
• 2:22
  do
• 2:22
  it
• 2:22
  so
• 2:22
  you
• 2:23
  can
• 2:23
  cash
• 2:23
  in
• 2:24
  without
• 2:24
  the
• 2:24
  cringe.
• 2:25
  This
• 2:25
  episode
• 2:26
  of
• 2:26
  Making
• 2:26
  Sense
• 2:26
  is
• 2:27
  supported
• 2:27
  by
• 2:27
  Odoo.
• 2:28
  The
• 2:28
  affordable
• 2:29
  way
• 2:29
  to
• 2:29
  get
• 2:29
  your
• 2:30
  business
• 2:30
  working
• 2:31
  smarter.
• 2:31
  Go
• 2:32
  to
• 2:32
  odoo.com
• 2:33
  that's
• 2:33
  o-double
• 2:34
  o.com
• 2:35
  for
• 2:35
  more.
• 2:36
  Welcome.
• 2:36
  Stanley
• 2:37
  Henry.
• 2:37
  So
• 2:38
  glad
• 2:38
  to
• 2:38
  have
• 2:38
  you
• 2:38
  on
• 2:38
  the
• 2:39
  pod.
• 2:39
  I
• 2:39
  think
• 2:39
  people
• 2:40
  hear
• 2:40
  the
• 2:40
  term
• 2:40
  personal
• 2:41
  brand
• 2:43
  and
• 2:43
  there's
• 2:43
  almost
• 2:44
  immediately
• 2:44
  a
• 2:45
  pushback
• 2:45
  from
• 2:45
  like
• 2:46
  90%
• 2:46
  of
• 2:47
  people.
• 2:47
  They
• 2:47
  associate
• 2:48
  it
• 2:48
  with
• 2:48
  certain
• 2:49
  things,
• 2:49
  dancing
• 2:50
  on
• 2:50
  TikTok
• 2:50
  or
• 2:51
  selling
• 2:51
  hair
• 2:51
  gummies
• 2:52
  or
• 2:52
  whatever.
• 2:54
  And
• 2:55
  that's
• 2:55
  not
• 2:55
  necessarily
• 2:55
  the
• 2:56
  case.
• 2:56
  Right.
• 2:56
  When
• 2:56
  you
• 2:57
  talk
• 2:57
  to
• 2:57
  people
• 2:57
  about
• 2:57
  personal
• 2:57
  brand,
• 2:58
  what
• 2:58
  are
• 2:58
  you
• 2:58
  talking
• 2:59
  about?
• 2:59
  Well,
• 3:00
  because
• 3:00
  I'm
• 3:00
  talking
• 3:00
  mostly
• 3:01
  to
• 3:01
  business
• 3:02
  owners
• 3:02
  and
• 3:03
  so
• 3:03
  for
• 3:03
  most
• 3:04
  business
• 3:04
  owners,
• 3:04
  they
• 3:04
  already
• 3:05
  have
• 3:05
  a
• 3:05
  personal
• 3:05
  brand,
• 3:06
  right?
• 3:06
  They've
• 3:06
  already.
• 3:06
  And
• 3:07
  it's
• 3:07
  just
• 3:07
  they
• 3:07
  call
• 3:07
  it
• 3:08
  their
• 3:08
  reputation.
• 3:09
  So
• 3:09
  much
• 3:09
  of
• 3:09
  New
• 3:10
  Zealand
• 3:10
  is
• 3:10
  built
• 3:10
  on
• 3:10
  service
• 3:11
  based
• 3:11
  businesses
• 3:12
  and
• 3:12
  they
• 3:13
  get
• 3:13
  it
• 3:13
  from
• 3:13
  people
• 3:13
  they
• 3:13
  know
• 3:14
  and
• 3:14
  referrals
• 3:15
  and
• 3:15
  like
• 3:15
  their
• 3:16
  network.
• 3:17
  And
• 3:17
  my
• 3:17
  thing
• 3:18
  is
• 3:18
  like,
• 3:18
  what
• 3:18
  if
• 3:18
  we
• 3:18
  just
• 3:19
  took
• 3:19
  that
• 3:19
  for
• 3:19
  the
• 3:20
  hundred
• 3:20
  people
• 3:20
  you
• 3:20
  know
• 3:21
  and
• 3:21
  got
• 3:22
  10,000
• 3:22
  people
• 3:22
  to
• 3:22
  know
• 3:23
  the
• 3:23
  same
• 3:23
  thing?
• 3:23
  And
• 3:24
  it's
• 3:24
  just
• 3:24
  about
• 3:24
  a
• 3:24
  digital
• 3:25
  representation
• 3:25
  of
• 3:26
  that
• 3:26
  reputation
• 3:27
  is
• 3:27
  kind
• 3:27
  of
• 3:27
  way
• 3:27
  I
• 3:27
  think
• 3:27
  of
• 3:28
  it.
• 3:28
  And
• 3:28
  when
• 3:28
  you
• 3:29
  kind
• 3:29
  of
• 3:29
  like
• 3:29
  sell
• 3:29
  that
• 3:29
  into
• 3:30
  them,
• 3:30
  they're
• 3:30
  like,
• 3:30
  where
• 3:30
  do
• 3:30
  you
• 3:30
  get
• 3:30
  all
• 3:31
  your
• 3:31
  leads?
• 3:31
  Oh,
• 3:31
  you
• 3:31
  know,
• 3:31
  I
• 3:31
  was
• 3:32
  talking
• 3:32
  to
• 3:32
  such
• 3:32
  and
• 3:32
  such
• 3:32
  at
• 3:32
  the
• 3:33
  barbecue
• 3:33
  on
• 3:33
  the
• 3:33
  weekend.
• 3:34
  It's
• 3:34
  like,
• 3:34
  what
• 3:34
  if
• 3:34
  we
• 3:34
  sit
• 3:34
  those
• 3:35
  same
• 3:35
  conversations?
• 3:35
  You
• 3:36
  sit
• 3:36
  at
• 3:36
  the
• 3:36
  barbecue,
• 3:37
  maybe
• 3:37
  turn
• 3:37
  them
• 3:37
  down
• 3:38
  a
• 3:38
  bit
• 3:38
  because
• 3:38
  who
• 3:38
  knows
• 3:39
  what
• 3:39
  you're
• 3:39
  saying,
• 3:39
  but
• 3:39
  put
• 3:40
  those
• 3:40
  online,
• 3:41
  you
• 3:41
  know,
• 3:41
  like
• 3:41
  just
• 3:41
  have
• 3:42
  those
• 3:42
  conversations.
• 3:42
  Yeah,
• 3:43
  exactly,
• 3:43
  right.
• 3:43
  I
• 3:44
  mean
• 3:44
  you'll
• 3:44
  know
• 3:44
  this.
• 3:44
  Like
• 3:45
  when
• 3:45
  you're
• 3:45
  putting
• 3:45
  out
• 3:45
  content,
• 3:46
  you
• 3:46
  want
• 3:46
  to
• 3:47
  do
• 3:47
  stuff
• 3:47
  that's
• 3:47
  relatable
• 3:48
  but
• 3:49
  most
• 3:49
  people
• 3:49
  think,
• 3:49
  oh,
• 3:49
  I've
• 3:50
  got
• 3:50
  to
• 3:50
  go
• 3:50
  up
• 3:50
  there
• 3:50
  and
• 3:50
  sell.
• 3:51
  And
• 3:51
  that's
• 3:52
  just
• 3:52
  like
• 3:52
  the
• 3:52
  worst
• 3:52
  thing
• 3:52
  you
• 3:53
  can
• 3:53
  do
• 3:53
  with
• 3:53
  content,
• 3:54
  you
• 3:54
  know.
• 3:54
  So
• 3:55
  they
• 3:55
  think
• 3:55
  that
• 3:55
  when
• 3:55
  they're
• 3:56
  going
• 3:56
  to
• 3:56
  put
• 3:56
  out
• 3:56
  personal
• 3:56
  brand,
• 3:56
  it's
• 3:57
  like,
• 3:57
  look
• 3:57
  at
• 3:57
  me,
• 3:57
  buy
• 3:58
  my
• 3:58
  stuff.
• 3:58
  And
• 3:59
  they
• 3:59
  see
• 3:59
  like
• 3:59
  real
• 3:59
  estate's
• 4:00
  doing
• 4:00
  bus
• 4:00
  ads
• 4:00
  and
• 4:01
  stuff
• 4:01
  and
• 4:01
  they're
• 4:01
  like,
• 4:01
  this
• 4:01
  is
• 4:01
  what
• 4:02
  it's
• 4:02
  about.
• 4:02
  And
• 4:02
  it's
• 4:02
  like,
• 4:02
  no.
• 4:03
  Building
• 4:03
  your
• 4:04
  personal
• 4:04
  brand
• 4:04
  is
• 4:04
  the
• 4:04
  same
• 4:04
  thing
• 4:05
  you
• 4:05
  do
• 4:05
  at
• 4:05
  the
• 4:05
  barbecue
• 4:05
  on
• 4:06
  the
• 4:06
  weekend.
• 4:07
  We're
• 4:07
  just
• 4:07
  doing
• 4:07
  it
• 4:07
  in
• 4:07
  written
• 4:08
  or
• 4:08
  video
• 4:08
  format
• 4:09
  online
• 4:10
  in
• 4:10
  a
• 4:10
  way
• 4:10
  to
• 4:10
  appeal
• 4:11
  to
• 4:11
  people
• 4:11
  and
• 4:11
  you'll
• 4:11
  find
• 4:12
  people
• 4:12
  who
• 4:12
  relate
• 4:12
  to
• 4:12
  you.
• 4:13
  That's
• 4:14
  so
• 4:14
  true
• 4:14
  what
• 4:15
  you
• 4:15
  were
• 4:15
  saying
• 4:15
  before
• 4:15
  about
• 4:16
  we
• 4:16
  do
• 4:16
  this
• 4:16
  all
• 4:16
  the
• 4:16
  time.
• 4:16
  And
• 4:17
  even
• 4:17
  if
• 4:17
  you
• 4:17
  think
• 4:17
  about
• 4:17
  you
• 4:18
  need
• 4:18
  a
• 4:18
  tradie
• 4:19
  and
• 4:19
  you
• 4:19
  ask
• 4:19
  your
• 4:19
  friends
• 4:20
  who's
• 4:20
  good,
• 4:22
  that's
• 4:22
  personal
• 4:22
  brand,
• 4:23
  that's
• 4:23
  reputation.
• 4:25
  And
• 4:25
  so
• 4:26
  do
• 4:26
  you
• 4:27
  think
• 4:27
  it
• 4:27
  applies
• 4:28
  in
• 4:28
  terms
• 4:29
  of
• 4:30
  even
• 4:30
  like
• 4:30
  the
• 4:30
  tradies
• 4:31
  amongst
• 4:31
  us
• 4:31
  should
• 4:31
  be
• 4:31
  thinking
• 4:32
  about
• 4:32
  this?
• 4:32
  Oh
• 4:32
  yeah,
• 4:33
  that's
• 4:33
  their
• 4:33
  whole
• 4:33
  thing
• 4:34
  is
• 4:34
  personal
• 4:34
  brand.
• 4:35
  Like
• 4:35
  all
• 4:35
  Their
• 4:35
  business
• 4:36
  comes
• 4:36
  from
• 4:36
  personal
• 4:36
  brand.
• 4:37
  But
• 4:37
  there
• 4:37
  are
• 4:37
  barely
• 4:37
  any
• 4:38
  tradies
• 4:38
  in
• 4:38
  New
• 4:38
  Zealand
• 4:39
  who
• 4:39
  are
• 4:39
  running,
• 4:39
  like,
• 4:39
  sophisticated
• 4:40
  marketing
• 4:41
  campaigns
• 4:41
  to
• 4:41
  drive
• 4:42
  their
• 4:42
  business.
• 4:42
  There's
• 4:42
  hardly
• 4:43
  any
• 4:43
  of
• 4:43
  them.
• 4:44
  Most
• 4:44
  of
• 4:44
  them
• 4:44
  are
• 4:45
  getting
• 4:45
  their
• 4:45
  business
• 4:45
  just
• 4:46
  because
• 4:46
  either
• 4:46
  someone
• 4:47
  did
• 4:47
  a
• 4:47
  quick
• 4:47
  Google
• 4:47
  search
• 4:48
  and
• 4:48
  just
• 4:48
  found
• 4:48
  the
• 4:48
  top
• 4:48
  listing
• 4:49
  and
• 4:49
  called
• 4:49
  them,
• 4:50
  or
• 4:50
  I
• 4:50
  asked
• 4:50
  my
• 4:51
  mate.
• 4:51
  They
• 4:51
  put
• 4:51
  me
• 4:51
  in
• 4:51
  touch
• 4:51
  with
• 4:52
  someone
• 4:52
  in
• 4:52
  our
• 4:52
  new
• 4:52
  office.
• 4:53
  We
• 4:53
  had
• 4:53
  to
• 4:53
  get
• 4:53
  this
• 4:53
  big.
• 4:53
  We
• 4:54
  built
• 4:54
  this
• 4:54
  grandstand
• 4:55
  thing
• 4:55
  inside
• 4:55
  of
• 4:55
  our
• 4:55
  office,
• 4:56
  which
• 4:56
  was
• 4:57
  probably
• 4:57
  a
• 4:57
  waste
• 4:57
  of
• 4:57
  money,
• 4:57
  but
• 4:58
  it
• 4:58
  was
• 4:58
  cool
• 4:59
  and
• 5:00
  I
• 5:00
  had
• 5:00
  no
• 5:00
  idea
• 5:01
  how
• 5:01
  to
• 5:01
  do
• 5:01
  it
• 5:01
  or
• 5:01
  what
• 5:02
  to
• 5:02
  do.
• 5:02
  And
• 5:02
  so
• 5:02
  I
• 5:03
  just
• 5:03
  called
• 5:03
  up
• 5:03
  a
• 5:03
  few
• 5:03
  friends,
• 5:04
  like,
• 5:04
  do
• 5:04
  you
• 5:04
  know
• 5:04
  anyone
• 5:04
  who
• 5:04
  could
• 5:05
  do
• 5:05
  this
• 5:05
  thing?
• 5:05
  And
• 5:05
  someone
• 5:05
  put
• 5:05
  me
• 5:06
  in
• 5:06
  touch
• 5:06
  with
• 5:06
  a
• 5:06
  guy
• 5:07
  who
• 5:07
  was
• 5:07
  like
• 5:08
  a
• 5:08
  cabinet
• 5:08
  maker.
• 5:08
  He'd
• 5:08
  just
• 5:09
  gone
• 5:09
  out
• 5:09
  on
• 5:09
  his
• 5:09
  own
• 5:09
  and
• 5:10
  so
• 5:10
  it
• 5:10
  was
• 5:10
  like
• 5:10
  the
• 5:10
  perfect
• 5:10
  guy
• 5:11
  as
• 5:11
  like
• 5:11
  an
• 5:11
  experiment
• 5:12
  project
• 5:12
  for
• 5:12
  him
• 5:12
  because
• 5:13
  a
• 5:13
  normal
• 5:13
  cabinet
• 5:13
  maker
• 5:14
  would
• 5:14
  judge
• 5:14
  me
• 5:14
  an
• 5:14
  arm
• 5:15
  and
• 5:15
  a
• 5:15
  leg,
• 5:15
  but
• 5:15
  this
• 5:16
  guy
• 5:16
  was
• 5:16
  like,
• 5:16
  no,
• 5:16
  look,
• 5:16
  it's
• 5:16
  going
• 5:16
  to
• 5:17
  be
• 5:17
  cool.
• 5:17
  I'll
• 5:17
  do
• 5:17
  it
• 5:17
  as
• 5:17
  part
• 5:17
  of
• 5:18
  it.
• 5:18
  But
• 5:18
  I
• 5:18
  would
• 5:18
  never
• 5:18
  have
• 5:19
  found
• 5:19
  that
• 5:19
  on
• 5:19
  Google.
• 5:19
  How
• 5:20
  do
• 5:20
  you
• 5:20
  Google
• 5:20
  for
• 5:20
  that?
• 5:21
  Or
• 5:21
  how
• 5:21
  do
• 5:21
  you
• 5:21
  go
• 5:21
  on
• 5:21
  a
• 5:21
  social
• 5:22
  media
• 5:22
  for
• 5:22
  that?
• 5:22
  You
• 5:22
  know
• 5:22
  what
• 5:22
  I
• 5:22
  mean?
• 5:23
  But
• 5:23
  if
• 5:23
  I
• 5:23
  had
• 5:24
  been
• 5:24
  following
• 5:24
  his
• 5:25
  story
• 5:25
  and
• 5:25
  his
• 5:25
  journey
• 5:26
  about
• 5:26
  going
• 5:26
  out
• 5:27
  building
• 5:27
  his
• 5:27
  own
• 5:27
  business,
• 5:28
  maybe
• 5:28
  I
• 5:28
  would
• 5:28
  have.
• 5:29
  Yeah.
• 5:30
  So
• 5:30
  in
• 5:31
  the
• 5:31
  modern
• 5:31
  day
• 5:31
  and
• 5:31
  age,
• 5:32
  then,
• 5:32
  what
• 5:32
  do
• 5:33
  you
• 5:33
  think
• 5:34
  is
• 5:34
  needed
• 5:35
  for
• 5:35
  personal
• 5:36
  brand?
• 5:36
  What
• 5:36
  should
• 5:37
  people
• 5:37
  be
• 5:39
  thinking
• 5:39
  about?
• 5:40
  I
• 5:40
  actually
• 5:41
  think
• 5:41
  people
• 5:41
  should
• 5:42
  stop
• 5:42
  thinking
• 5:43
  and
• 5:43
  they
• 5:43
  overthink.
• 5:45
  They
• 5:45
  overthink
• 5:45
  it
• 5:45
  all.
• 5:46
  Like,
• 5:47
  people
• 5:47
  get
• 5:47
  quite
• 5:48
  insecure
• 5:49
  around
• 5:49
  their
• 5:49
  personal
• 5:49
  brand
• 5:50
  and
• 5:50
  they're
• 5:50
  worried
• 5:50
  about
• 5:50
  what
• 5:51
  people
• 5:51
  will
• 5:51
  think
• 5:51
  of
• 5:51
  them.
• 5:52
  And
• 5:52
  the
• 5:52
  problem
• 5:52
  is
• 5:53
  that,
• 5:53
  like,
• 5:53
  you
• 5:53
  can't
• 5:54
  actually
• 5:54
  win
• 5:55
  the
• 5:55
  whole
• 5:55
  market.
• 5:56
  It's
• 5:56
  not
• 5:57
  how
• 5:57
  it
• 5:57
  works.
• 5:57
  Like,
• 5:58
  there's
• 5:58
  very
• 5:59
  few
• 5:59
  businesses
• 5:59
  out
• 5:59
  there
• 6:00
  who
• 6:00
  have
• 6:01
  monopolies
• 6:01
  on
• 6:02
  things.
• 6:02
  So
• 6:03
  if
• 6:03
  you
• 6:03
  understand
• 6:03
  that,
• 6:04
  you'll
• 6:04
  never
• 6:04
  get
• 6:04
  the
• 6:04
  whole
• 6:04
  market.
• 6:05
  If
• 6:05
  you
• 6:05
  just
• 6:05
  go
• 6:05
  out
• 6:06
  and
• 6:06
  be
• 6:06
  yourself
• 6:06
  and
• 6:07
  who
• 6:07
  you're
• 6:07
  trying
• 6:07
  to
• 6:07
  be,
• 6:07
  you'll
• 6:08
  find
• 6:08
  people
• 6:08
  who
• 6:09
  will
• 6:09
  want
• 6:09
  to
• 6:09
  work
• 6:09
  with
• 6:10
  you
• 6:10
  and
• 6:10
  just,
• 6:10
  you
• 6:10
  know,
• 6:11
  who
• 6:11
  you
• 6:11
  are.
• 6:11
  Just
• 6:11
  say
• 6:11
  the
• 6:12
  same
• 6:12
  things.
• 6:12
  And
• 6:12
  when
• 6:12
  I
• 6:12
  talk
• 6:13
  about,
• 6:13
  like
• 6:14
  having
• 6:14
  conversations
• 6:15
  at
• 6:15
  the
• 6:15
  barbecue
• 6:15
  on
• 6:16
  Sunday
• 6:16
  or,
• 6:16
  you
• 6:16
  know,
• 6:16
  these
• 6:17
  things
• 6:17
  that
• 6:17
  we
• 6:17
  do,
• 6:18
  our
• 6:18
  normal
• 6:19
  social
• 6:19
  environments
• 6:20
  that
• 6:20
  we
• 6:20
  hang
• 6:21
  out
• 6:21
  in,
• 6:22
  those
• 6:22
  conversations
• 6:23
  are
• 6:23
  the
• 6:23
  same
• 6:23
  conversations
• 6:24
  that
• 6:24
  you
• 6:24
  can
• 6:24
  have
• 6:24
  online.
• 6:25
  You
• 6:26
  actually
• 6:26
  are.
• 6:26
  People
• 6:26
  often
• 6:27
  go
• 6:27
  on
• 6:27
  LinkedIn,
• 6:27
  oh,
• 6:28
  don't
• 6:28
  turn
• 6:28
  this
• 6:28
  into
• 6:29
  Facebook.
• 6:30
  But
• 6:31
  the
• 6:31
  thing
• 6:31
  is,
• 6:31
  people
• 6:32
  want
• 6:32
  to
• 6:32
  do
• 6:32
  business
• 6:32
  with
• 6:32
  people.
• 6:33
  I
• 6:34
  don't
• 6:34
  actually
• 6:34
  want
• 6:34
  to
• 6:34
  do
• 6:34
  business
• 6:34
  with
• 6:35
  an
• 6:35
  accountant.
• 6:36
  I
• 6:36
  want
• 6:36
  to
• 6:36
  do
• 6:36
  business
• 6:36
  with
• 6:37
  an
• 6:37
  accountant.
• 6:37
  I
• 6:37
  see
• 6:38
  as
• 6:38
  A
• 6:38
  person.
• 6:39
  I
• 6:39
  assume
• 6:39
  that
• 6:39
  you're
• 6:40
  an
• 6:40
  accountant.
• 6:40
  That's
• 6:40
  the
• 6:40
  prerequisite.
• 6:41
  You
• 6:41
  can
• 6:41
  do
• 6:41
  the
• 6:42
  job,
• 6:42
  you
• 6:42
  know
• 6:42
  what
• 6:43
  I
• 6:43
  mean?
• 6:43
  Especially
• 6:44
  in
• 6:44
  like
• 6:44
  trades
• 6:45
  and
• 6:45
  stuff
• 6:45
  and
• 6:46
  professional
• 6:46
  services,
• 6:46
  there's
• 6:47
  like
• 6:47
  a
• 6:47
  minimum
• 6:47
  level.
• 6:48
  Like
• 6:48
  if
• 6:48
  you're
• 6:48
  calling
• 6:48
  yourself
• 6:49
  an
• 6:49
  accountant
• 6:49
  or
• 6:49
  a
• 6:50
  builder
• 6:50
  or
• 6:50
  something,
• 6:50
  I
• 6:50
  just
• 6:51
  assume
• 6:51
  you
• 6:51
  can
• 6:51
  do
• 6:51
  it.
• 6:51
  Now
• 6:52
  I
• 6:52
  need
• 6:52
  trust
• 6:52
  that
• 6:52
  you're
• 6:53
  a
• 6:53
  good
• 6:53
  person,
• 6:54
  you
• 6:54
  know,
• 6:54
  because
• 6:54
  if
• 6:55
  you're
• 6:55
  a
• 6:55
  good
• 6:55
  person
• 6:55
  and
• 6:56
  I
• 6:56
  trust
• 6:56
  you
• 6:56
  and
• 6:57
  I
• 6:57
  can
• 6:57
  work
• 6:57
  with
• 6:57
  you,
• 6:58
  you're
• 6:58
  probably
• 6:58
  going
• 6:58
  to
• 6:58
  deliver
• 6:59
  on
• 6:59
  your
• 6:59
  word
• 6:59
  about
• 6:59
  the
• 7:00
  service
• 7:00
  that
• 7:00
  you
• 7:00
  offer
• 7:00
  as
• 7:01
  well.
• 7:01
  And
• 7:02
  so
• 7:02
  that's
• 7:02
  kind
• 7:02
  of
• 7:02
  like
• 7:02
  for
• 7:03
  most
• 7:03
  people
• 7:03
  who
• 7:03
  are
• 7:03
  getting
• 7:03
  into
• 7:04
  this,
• 7:04
  just
• 7:04
  think
• 7:04
  like,
• 7:05
  what
• 7:05
  are
• 7:05
  the
• 7:05
  sort
• 7:05
  of
• 7:05
  conversations
• 7:06
  that
• 7:06
  you
• 7:06
  like
• 7:06
  to
• 7:06
  have
• 7:08
  and
• 7:08
  then
• 7:08
  how
• 7:08
  can
• 7:08
  you
• 7:09
  do
• 7:09
  that
• 7:09
  in
• 7:09
  a
• 7:09
  digital
• 7:09
  format?
• 7:10
  Like
• 7:10
  a
• 7:11
  model
• 7:11
  I
• 7:11
  try
• 7:11
  to
• 7:11
  use
• 7:11
  with
• 7:12
  people
• 7:12
  is
• 7:12
  like
• 7:12
  the,
• 7:12
  the
• 7:13
  reporter,
• 7:13
  the
• 7:14
  expert
• 7:14
  and
• 7:14
  the
• 7:14
  fool.
• 7:15
  The
• 7:15
  reporter
• 7:16
  is
• 7:16
  kind
• 7:16
  of
• 7:16
  like
• 7:16
  a
• 7:16
  podcast.
• 7:17
  Like
• 7:17
  it's,
• 7:17
  it's
• 7:17
  kind
• 7:17
  of
• 7:18
  like
• 7:18
  when
• 7:18
  you
• 7:18
  meet
• 7:18
  people
• 7:19
  and
• 7:19
  they
• 7:19
  teach
• 7:20
  you
• 7:20
  something
• 7:20
  and
• 7:20
  then
• 7:20
  you
• 7:21
  share
• 7:21
  that
• 7:21
  learning.
• 7:21
  But
• 7:22
  it's
• 7:22
  the
• 7:22
  same
• 7:22
  if
• 7:22
  I
• 7:22
  go
• 7:22
  to
• 7:22
  an
• 7:23
  event
• 7:23
  and
• 7:23
  I'm
• 7:23
  like,
• 7:23
  oh,
• 7:23
  I
• 7:23
  went
• 7:24
  to
• 7:24
  this
• 7:24
  event
• 7:24
  on
• 7:24
  the
• 7:24
  weekend,
• 7:24
  blah,
• 7:25
  blah,
• 7:25
  blah,
• 7:25
  blah.
• 7:25
  And
• 7:25
  that's
• 7:26
  a
• 7:26
  reporter
• 7:26
  style
• 7:27
  content
• 7:27
  and
• 7:27
  that's
• 7:27
  real
• 7:28
  easy
• 7:28
  for
• 7:28
  people
• 7:28
  to
• 7:28
  do.
• 7:28
  So
• 7:29
  as
• 7:29
  your
• 7:29
  first
• 7:29
  like
• 7:30
  entry
• 7:30
  into
• 7:30
  personal
• 7:31
  brand,
• 7:31
  like
• 7:32
  you'd
• 7:32
  start,
• 7:32
  the
• 7:33
  expert
• 7:33
  content
• 7:33
  is
• 7:33
  where
• 7:34
  people
• 7:34
  then
• 7:34
  lead
• 7:34
  to.
• 7:34
  And
• 7:35
  that
• 7:35
  sounds
• 7:35
  like
• 7:35
  the
• 7:35
  danger
• 7:36
  zone.
• 7:36
  This
• 7:36
  is
• 7:37
  where
• 7:37
  people
• 7:37
  go,
• 7:38
  I'm
• 7:39
  so
• 7:39
  good
• 7:39
  at
• 7:39
  accounting,
• 7:40
  look
• 7:40
  at
• 7:40
  me.
• 7:41
  This
• 7:41
  is
• 7:41
  what
• 7:41
  you
• 7:41
  need
• 7:42
  to
• 7:42
  do.
• 7:42
  Or
• 7:42
  they'll
• 7:42
  yell
• 7:42
  down
• 7:43
  people's
• 7:43
  throats.
• 7:43
  They're
• 7:43
  like,
• 7:44
  you're
• 7:44
  doing
• 7:44
  the
• 7:44
  wrong
• 7:44
  thing,
• 7:45
  you
• 7:45
  need
• 7:45
  to
• 7:45
  do
• 7:45
  this.
• 7:46
  And
• 7:46
  the
• 7:46
  problem
• 7:47
  with
• 7:47
  expert
• 7:47
  content
• 7:47
  is
• 7:47
  most
• 7:48
  people
• 7:48
  can't
• 7:48
  do
• 7:48
  it.
• 7:48
  It's
• 7:49
  really
• 7:49
  hard
• 7:49
  to
• 7:50
  do
• 7:50
  expert
• 7:50
  content.
• 7:51
  That's
• 7:51
  why
• 7:51
  I
• 7:51
  take
• 7:52
  your
• 7:52
  content
• 7:52
  when
• 7:52
  you
• 7:52
  were
• 7:53
  first
• 7:53
  taken
• 7:53
  off
• 7:53
  as
• 7:54
  really
• 7:54
  good
• 7:54
  expert
• 7:55
  content
• 7:55
  because
• 7:55
  you
• 7:56
  made
• 7:56
  it
• 7:56
  feel
• 7:56
  so
• 7:56
  natural.
• 7:58
  Most
• 7:58
  people
• 7:58
  can't
• 7:59
  do
• 7:59
  that.
• 7:59
  Most
• 8:00
  people
• 8:00
  are
• 8:00
  terrible
• 8:01
  at
• 8:01
  it.
• 8:01
  That's
• 8:01
  why.
• 8:02
  No,
• 8:02
  you
• 8:03
  should.
• 8:03
  It
• 8:03
  is,
• 8:04
  it's
• 8:04
  really
• 8:04
  hard
• 8:05
  brand
• 8:05
  to
• 8:05
  build.
• 8:06
  It's
• 8:06
  a
• 8:06
  really
• 8:06
  hard
• 8:06
  brand
• 8:07
  to
• 8:07
  build.
• 8:07
  And
• 8:07
  then
• 8:07
  the
• 8:07
  full
• 8:08
  content
• 8:08
  is
• 8:08
  kind
• 8:09
  of
• 8:09
  where
• 8:09
  I
• 8:09
  think
• 8:09
  you
• 8:10
  get
• 8:10
  a
• 8:10
  lot
• 8:10
  of
• 8:10
  good
• 8:10
  personal
• 8:11
  brands
• 8:11
  end
• 8:11
  up
• 8:11
  becoming,
• 8:12
  which
• 8:12
  is
• 8:13
  where
• 8:13
  they
• 8:13
  realize,
• 8:14
  like
• 8:14
  they
• 8:14
  get
• 8:15
  past
• 8:15
  this
• 8:15
  Dunning
• 8:15
  Kruger
• 8:16
  effect
• 8:16
  and
• 8:16
  they
• 8:16
  realize
• 8:17
  the
• 8:17
  more
• 8:17
  they
• 8:18
  know,
• 8:18
  the
• 8:18
  less
• 8:19
  they
• 8:19
  know.
• 8:20
  And
• 8:20
  they
• 8:21
  start
• 8:21
  to
• 8:21
  talk
• 8:21
  about
• 8:21
  like
• 8:22
  more
• 8:23
  vulnerabilities
• 8:23
  or
• 8:23
  failings
• 8:24
  or
• 8:24
  like
• 8:24
  lessons
• 8:25
  that
• 8:25
  they've
• 8:25
  learned,
• 8:25
  or
• 8:26
  they
• 8:26
  talk
• 8:26
  about
• 8:26
  situations
• 8:27
  that
• 8:27
  they've
• 8:27
  overcome
• 8:28
  and
• 8:28
  they
• 8:28
  start
• 8:29
  to
• 8:29
  share
• 8:29
  a
• 8:29
  lot
• 8:29
  more
• 8:29
  of
• 8:30
  like,
• 8:30
  their
• 8:30
  journey
• 8:31
  through
• 8:31
  the
• 8:31
  growth.
• 8:32
  And
• 8:32
  so
• 8:32
  I
• 8:32
  say
• 8:32
  to
• 8:32
  people
• 8:32
  like,
• 8:33
  you
• 8:33
  probably
• 8:34
  can't
• 8:34
  do
• 8:34
  expert,
• 8:34
  because
• 8:35
  if
• 8:35
  you
• 8:35
  can,
• 8:35
  you're
• 8:35
  probably
• 8:35
  not
• 8:35
  talking
• 8:36
  to
• 8:36
  me,
• 8:36
  you're
• 8:36
  probably
• 8:36
  just
• 8:36
  doing
• 8:37
  it.
• 8:37
  So
• 8:38
  either,
• 8:38
  like,
• 8:38
  be
• 8:38
  the
• 8:38
  reporter
• 8:39
  or
• 8:39
  be
• 8:39
  the
• 8:39
  fool.
• 8:40
  And
• 8:40
  it's
• 8:40
  funny
• 8:41
  though
• 8:41
  as
• 8:41
  well,
• 8:41
  because
• 8:41
  you're
• 8:42
  saying,
• 8:42
  you
• 8:42
  know,
• 8:42
  about
• 8:43
  going
• 8:43
  online
• 8:43
  and
• 8:44
  sharing
• 8:44
  who
• 8:44
  you
• 8:45
  are
• 8:45
  authentically.
• 8:46
  I
• 8:46
  mean,
• 8:46
  that's
• 8:47
  how
• 8:48
  I
• 8:48
  thought
• 8:48
  I'd
• 8:48
  love
• 8:48
  to
• 8:49
  get
• 8:49
  this
• 8:49
  guy
• 8:49
  on
• 8:49
  the
• 8:49
  podcast
• 8:50
  because
• 8:50
  I've
• 8:50
  been
• 8:50
  following
• 8:50
  you
• 8:51
  for
• 8:51
  yonks
• 8:51
  and
• 8:52
  seeing
• 8:52
  all
• 8:52
  the
• 8:52
  stuff
• 8:52
  you
• 8:52
  put
• 8:53
  out
• 8:53
  and
• 8:53
  just
• 8:53
  being
• 8:53
  like,
• 8:53
  that's
• 8:54
  really
• 8:54
  interesting.
• 8:54
  And
• 8:54
  just.
• 8:55
  And
• 8:55
  it's
• 8:56
  been,
• 8:58
  I
• 8:58
  wouldn't
• 8:58
  know,
• 8:59
  over
• 8:59
  a
• 8:59
  year
• 8:59
  of
• 9:00
  me
• 9:00
  seeing
• 9:00
  your
• 9:00
  stuff
• 9:01
  and
• 9:01
  you
• 9:01
  being
• 9:01
  in
• 9:01
  the
• 9:01
  back
• 9:01
  of
• 9:02
  my
• 9:02
  mind
• 9:02
  as
• 9:02
  an
• 9:03
  option
• 9:04
  before
• 9:04
  I
• 9:04
  reached
• 9:04
  out
• 9:04
  and
• 9:05
  was
• 9:05
  like,
• 9:05
  hey,
• 9:05
  wanna
• 9:05
  come
• 9:05
  on
• 9:05
  the
• 9:06
  podcast?
• 9:06
  And
• 9:07
  I'd
• 9:07
  love
• 9:07
  to
• 9:07
  talk
• 9:07
  to
• 9:07
  you
• 9:07
  about
• 9:07
  this,
• 9:08
  this
• 9:08
  and
• 9:08
  this.
• 9:10
  I
• 9:10
  mean,
• 9:10
  it's
• 9:10
  mildly
• 9:11
  creepy.
• 9:11
  I've
• 9:12
  been
• 9:12
  following
• 9:12
  what
• 9:12
  you
• 9:13
  have
• 9:13
  to
• 9:13
  say,
• 9:13
  you
• 9:13
  know,
• 9:15
  but
• 9:16
  it's
• 9:16
  funny
• 9:16
  that
• 9:17
  how
• 9:17
  you
• 9:17
  can
• 9:17
  be
• 9:18
  putting
• 9:18
  all
• 9:18
  this
• 9:19
  stuff
• 9:19
  out
• 9:19
  and
• 9:19
  people
• 9:20
  are
• 9:20
  watching
• 9:20
  and
• 9:20
  you're
• 9:21
  not
• 9:21
  necessarily
• 9:21
  seeing
• 9:22
  them
• 9:22
  watching
• 9:23
  and
• 9:23
  you're
• 9:23
  building
• 9:23
  up
• 9:24
  in
• 9:24
  their
• 9:24
  mind
• 9:24
  as
• 9:24
  an
• 9:24
  option
• 9:25
  and
• 9:25
  then
• 9:26
  it
• 9:26
  turns
• 9:26
  into
• 9:27
  something.
• 9:27
  Right?
• 9:29
  And
• 9:29
  it's.
• 9:29
  I
• 9:30
  think
• 9:30
  it's
• 9:30
  a
• 9:30
  really
• 9:31
  interesting
• 9:31
  use
• 9:32
  case
• 9:32
  there
• 9:32
  of
• 9:32
  that's
• 9:33
  literally
• 9:33
  how
• 9:33
  you
• 9:33
  came
• 9:34
  on
• 9:34
  the
• 9:34
  pod.
• 9:34
  And
• 9:35
  that's
• 9:35
  literally,
• 9:35
  you
• 9:36
  know,
• 9:36
  part
• 9:36
  of
• 9:36
  how
• 9:36
  you
• 9:36
  would
• 9:37
  get
• 9:37
  business
• 9:37
  as
• 9:38
  well,
• 9:38
  right?
• 9:39
  Absolutely.
• 9:39
  It's
• 9:40
  the
• 9:40
  only
• 9:40
  way
• 9:40
  we
• 9:40
  get
• 9:40
  business,
• 9:41
  really.
• 9:41
  And,
• 9:42
  like,
• 9:42
  it's
• 9:43
  taken
• 9:43
  years
• 9:43
  to
• 9:43
  do
• 9:43
  that.
• 9:44
  The
• 9:44
  first
• 9:44
  year
• 9:44
  of
• 9:44
  it,
• 9:44
  no
• 9:45
  one
• 9:45
  knew
• 9:45
  who
• 9:45
  I
• 9:45
  was.
• 9:46
  So,
• 9:46
  you
• 9:46
  know,
• 9:46
  there's
• 9:46
  a
• 9:47
  lot
• 9:47
  more
• 9:47
  hustle
• 9:47
  and,
• 9:47
  like,
• 9:48
  doing
• 9:48
  some
• 9:48
  outreach,
• 9:49
  asking
• 9:49
  people
• 9:49
  for
• 9:49
  coffees
• 9:50
  and
• 9:50
  things.
• 9:50
  But
• 9:50
  then,
• 9:50
  like,
• 9:51
  as
• 9:52
  time
• 9:52
  went
• 9:52
  on
• 9:52
  and
• 9:52
  people
• 9:53
  like
• 9:53
  yourself
• 9:53
  started
• 9:54
  to
• 9:54
  watch,
• 9:54
  and
• 9:54
  that's
• 9:55
  exactly
• 9:55
  the
• 9:55
  same
• 9:55
  experience
• 9:56
  that
• 9:56
  most
• 9:56
  people
• 9:57
  have
• 9:57
  when
• 9:57
  they
• 9:57
  come
• 9:57
  to
• 9:58
  work
• 9:58
  with
• 9:58
  us.
• 9:58
  They've
• 9:58
  seen
• 9:59
  our
• 9:59
  content
• 9:59
  somewhere
• 10:00
  and
• 10:00
  because
• 10:00
  we
• 10:00
  put
• 10:00
  so
• 10:01
  much
• 10:01
  out
• 10:01
  in
• 10:01
  so
• 10:01
  many
• 10:01
  different
• 10:01
  places,
• 10:02
  because
• 10:03
  we're
• 10:03
  kind
• 10:03
  of,
• 10:03
  you
• 10:04
  know.
• 10:04
  Yeah.
• 10:04
  I
• 10:04
  couldn't
• 10:05
  even
• 10:05
  tell
• 10:05
  you
• 10:05
  where
• 10:05
  I
• 10:06
  first
• 10:06
  started
• 10:06
  watching
• 10:06
  you.
• 10:06
  I
• 10:07
  follow
• 10:07
  you
• 10:07
  on
• 10:07
  a
• 10:07
  few
• 10:07
  different
• 10:07
  platforms
• 10:08
  now.
• 10:08
  I
• 10:08
  wouldn't
• 10:08
  know
• 10:08
  which
• 10:08
  was
• 10:08
  the
• 10:09
  first.
• 10:09
  No.
• 10:09
  And
• 10:09
  like,
• 10:09
  most
• 10:10
  people
• 10:10
  won't.
• 10:10
  They'll
• 10:10
  just
• 10:10
  see
• 10:11
  different
• 10:11
  things.
• 10:11
  And
• 10:12
  like,
• 10:12
  they
• 10:12
  might
• 10:12
  see
• 10:12
  our
• 10:12
  Instagram
• 10:13
  and
• 10:13
  now
• 10:13
  instagram
• 10:13
  and
• 10:13
  our
• 10:14
  TikTok
• 10:14
  might
• 10:14
  be
• 10:14
  the
• 10:14
  biggest
• 10:15
  platforms,
• 10:16
  but
• 10:16
  then
• 10:17
  they'll
• 10:17
  reach
• 10:17
  out
• 10:17
  through
• 10:17
  LinkedIn
• 10:18
  or
• 10:18
  they'll
• 10:18
  reach
• 10:19
  out
• 10:19
  through
• 10:19
  the
• 10:19
  newsletter
• 10:19
  or
• 10:20
  something
• 10:20
  like
• 10:20
  that.
• 10:20
  So
• 10:20
  we
• 10:20
  have
• 10:21
  all
• 10:21
  these
• 10:21
  different
• 10:21
  places
• 10:22
  to,
• 10:23
  I
• 10:24
  guess,
• 10:24
  nurture
• 10:24
  people
• 10:25
  and
• 10:26
  Then
• 10:26
  eventually,
• 10:26
  if
• 10:27
  you're
• 10:27
  ready
• 10:27
  to
• 10:27
  reach
• 10:27
  out,
• 10:27
  you
• 10:28
  will.
• 10:28
  And
• 10:28
  that's
• 10:28
  that
• 10:28
  old
• 10:28
  adage
• 10:29
  of
• 10:29
  the
• 10:29
  95.5rule
• 10:31
  of
• 10:31
  only
• 10:32
  5%
• 10:32
  of
• 10:33
  your
• 10:34
  customer
• 10:34
  base
• 10:35
  is
• 10:35
  ready
• 10:35
  to
• 10:35
  buy
• 10:35
  at
• 10:35
  any
• 10:35
  given
• 10:36
  time.
• 10:37
  If
• 10:37
  you
• 10:37
  aren't
• 10:37
  doing
• 10:37
  brand
• 10:38
  work,
• 10:38
  you're
• 10:38
  not
• 10:39
  talking
• 10:39
  to
• 10:39
  95%
• 10:40
  of
• 10:40
  your
• 10:40
  audience.
• 10:41
  And
• 10:41
  so
• 10:41
  when
• 10:41
  they're
• 10:41
  ready
• 10:42
  to
• 10:42
  buy,
• 10:42
  they're
• 10:42
  only
• 10:43
  going
• 10:43
  to
• 10:43
  go
• 10:43
  to
• 10:43
  the
• 10:43
  people
• 10:43
  who
• 10:44
  are
• 10:44
  talking
• 10:44
  to
• 10:44
  them.
• 10:45
  But
• 10:45
  if
• 10:45
  all
• 10:45
  you're
• 10:45
  constantly
• 10:46
  doing
• 10:46
  is
• 10:46
  solving
• 10:46
  the
• 10:46
  pain
• 10:47
  point
• 10:47
  for
• 10:47
  your
• 10:47
  customers,
• 10:47
  Today
• 10:48
  there's
• 10:49
  only
• 10:49
  5%
• 10:49
  of
• 10:49
  them
• 10:49
  you're
• 10:49
  talking
• 10:50
  to.
• 10:50
  And
• 10:50
  the
• 10:50
  others
• 10:50
  don't
• 10:51
  look
• 10:51
  at
• 10:51
  it
• 10:51
  like,
• 10:51
  you
• 10:52
  know,
• 10:52
  you
• 10:52
  think
• 10:52
  about
• 10:52
  anything
• 10:52
  like
• 10:53
  mortgages.
• 10:54
  I
• 10:54
  was
• 10:54
  talking
• 10:54
  to
• 10:54
  mortgage
• 10:55
  brokers
• 10:55
  yesterday
• 10:55
  about
• 10:56
  advertising
• 10:56
  and
• 10:56
  they're
• 10:57
  talking
• 10:57
  about
• 10:57
  how
• 10:57
  to
• 10:57
  like,
• 10:58
  oh,
• 10:58
  we
• 10:58
  need
• 10:58
  to
• 10:58
  tell
• 10:59
  people
• 10:59
  how
• 10:59
  to
• 11:00
  get
• 11:00
  a
• 11:00
  mortgage
• 11:00
  and
• 11:00
  all
• 11:00
  this
• 11:00
  other
• 11:00
  stuff.
• 11:01
  I
• 11:01
  was
• 11:01
  like,
• 11:01
  the
• 11:01
  people
• 11:01
  who
• 11:01
  are
• 11:01
  at
• 11:02
  that
• 11:02
  point,
• 11:03
  5%,
• 11:05
  you're
• 11:05
  not
• 11:05
  gonna
• 11:05
  put
• 11:06
  social
• 11:06
  content
• 11:06
  out
• 11:06
  for
• 11:06
  those
• 11:07
  guys.
• 11:07
  You're
• 11:07
  just
• 11:07
  gonna
• 11:07
  run
• 11:07
  an
• 11:08
  ad
• 11:08
  against
• 11:08
  them.
• 11:08
  They're
• 11:09
  ready
• 11:09
  to
• 11:09
  go.
• 11:10
  Like,
• 11:10
  you
• 11:10
  just
• 11:10
  need
• 11:10
  to
• 11:10
  get
• 11:11
  them
• 11:11
  into
• 11:11
  some
• 11:11
  lead
• 11:12
  generation.
• 11:13
  You're
• 11:13
  talking
• 11:13
  to
• 11:13
  the
• 11:13
  people
• 11:14
  who
• 11:14
  might
• 11:15
  buy
• 11:15
  in
• 11:15
  a
• 11:15
  year's
• 11:16
  time
• 11:16
  when
• 11:16
  you're
• 11:16
  doing
• 11:16
  social
• 11:17
  content.
• 11:17
  And
• 11:17
  that's
• 11:17
  kind
• 11:18
  of
• 11:18
  how
• 11:18
  you
• 11:18
  have
• 11:18
  to
• 11:18
  think
• 11:18
  about.
• 11:19
  So
• 11:19
  talking
• 11:19
  to
• 11:20
  the
• 11:20
  95%
• 11:20
  of
• 11:20
  people,
• 11:21
  they're
• 11:21
  not
• 11:21
  actually
• 11:21
  looking
• 11:22
  for
• 11:22
  help
• 11:22
  to
• 11:22
  get
• 11:23
  a
• 11:23
  mortgage.
• 11:24
  They're
• 11:24
  actually
• 11:24
  just
• 11:24
  looking
• 11:25
  for
• 11:25
  some
• 11:25
  entertainment
• 11:25
  of
• 11:26
  some
• 11:26
  sort.
• 11:27
  And
• 11:27
  that
• 11:27
  entertainment
• 11:28
  might
• 11:28
  be
• 11:28
  funny,
• 11:28
  it
• 11:28
  might
• 11:29
  be
• 11:30
  emotive,
• 11:30
  or
• 11:30
  it
• 11:31
  might
• 11:31
  be
• 11:31
  educational
• 11:31
  or
• 11:31
  whatever
• 11:32
  it
• 11:32
  might
• 11:32
  be,
• 11:32
  but
• 11:32
  that's
• 11:33
  what
• 11:33
  it
• 11:33
  is.
• 11:33
  So
• 11:33
  in
• 11:33
  your
• 11:34
  personal
• 11:34
  brand,
• 11:34
  when
• 11:34
  you're
• 11:34
  doing
• 11:34
  it,
• 11:35
  if
• 11:35
  you
• 11:36
  just
• 11:36
  happen
• 11:36
  onto
• 11:37
  that
• 11:37
  5%,
• 11:37
  it's
• 11:38
  such
• 11:38
  a
• 11:38
  tiny
• 11:38
  little
• 11:38
  piece
• 11:39
  of
• 11:39
  that
• 11:39
  overall
• 11:40
  high.
• 11:41
  And
• 11:41
  actually,
• 11:42
  it's
• 11:42
  not
• 11:42
  even
• 11:42
  the
• 11:42
  most
• 11:42
  effective
• 11:43
  way
• 11:43
  to
• 11:43
  do
• 11:43
  it.
• 11:43
  That's
• 11:43
  why
• 11:44
  Meta
• 11:44
  makes
• 11:44
  so
• 11:44
  much
• 11:44
  money,
• 11:45
  because
• 11:45
  they're
• 11:46
  so
• 11:46
  good
• 11:46
  at
• 11:46
  getting
• 11:46
  that
• 11:46
  5%
• 11:47
  in
• 11:47
  your
• 11:47
  door.
• 11:48
  So
• 11:48
  talk
• 11:48
  to
• 11:48
  the
• 11:49
  95
• 11:49
  cent.
• 11:50
  It's
• 11:50
  funny
• 11:50
  because,
• 11:51
  you
• 11:51
  know,
• 11:51
  literally
• 11:53
  attention
• 11:54
  in
• 11:54
  the
• 11:54
  name
• 11:55
  of
• 11:55
  your
• 11:55
  company.
• 11:55
  And
• 11:56
  we
• 11:56
  talk
• 11:56
  a
• 11:56
  lot
• 11:56
  about
• 11:56
  the
• 11:57
  attention
• 11:57
  economy
• 11:57
  now,
• 11:59
  but
• 12:00
  I
• 12:00
  feel
• 12:00
  like
• 12:01
  when
• 12:01
  you
• 12:02
  first
• 12:02
  got
• 12:03
  into
• 12:03
  this,
• 12:03
  it
• 12:03
  was
• 12:03
  a
• 12:04
  bit
• 12:04
  of
• 12:04
  a
• 12:04
  new
• 12:04
  thing
• 12:04
  to
• 12:04
  be
• 12:04
  like,
• 12:05
  attention
• 12:05
  is
• 12:05
  everything
• 12:06
  and
• 12:06
  attention
• 12:06
  is
• 12:07
  how
• 12:07
  you
• 12:07
  can
• 12:08
  build
• 12:08
  money,
• 12:09
  build
• 12:09
  career
• 12:09
  success,
• 12:09
  build
• 12:10
  financial
• 12:10
  success.
• 12:11
  It
• 12:11
  was
• 12:11
  a
• 12:12
  bit
• 12:12
  of
• 12:12
  a
• 12:12
  new
• 12:12
  idea
• 12:12
  when
• 12:13
  you
• 12:13
  got
• 12:13
  going
• 12:13
  on
• 12:13
  this,
• 12:14
  what
• 12:14
  first
• 12:15
  sort
• 12:15
  of
• 12:15
  tweaked
• 12:15
  your
• 12:16
  attention
• 12:17
  to
• 12:17
  realizing
• 12:18
  that
• 12:18
  this
• 12:18
  is
• 12:18
  where
• 12:19
  things
• 12:19
  were
• 12:19
  going.
• 12:19
  Yeah,
• 12:20
  I
• 12:20
  met
• 12:21
  a
• 12:21
  guy
• 12:21
  who,
• 12:23
  when
• 12:23
  I
• 12:23
  think
• 12:23
  about
• 12:23
  him
• 12:23
  now,
• 12:24
  he's
• 12:24
  a
• 12:24
  bit
• 12:24
  of
• 12:24
  a
• 12:24
  shark,
• 12:25
  but
• 12:25
  he
• 12:25
  essentially
• 12:26
  built
• 12:26
  this
• 12:26
  whole
• 12:26
  business
• 12:26
  for
• 12:27
  me
• 12:27
  because
• 12:27
  he
• 12:27
  taught
• 12:27
  me
• 12:28
  LinkedIn.
• 12:28
  He's
• 12:29
  like,
• 12:29
  back
• 12:29
  then,
• 12:29
  that
• 12:29
  was
• 12:30
  like
• 12:30
  2018.
• 12:31
  And
• 12:31
  he
• 12:31
  was
• 12:31
  like,
• 12:32
  it's
• 12:32
  an
• 12:32
  untapped
• 12:33
  resource.
• 12:33
  It's
• 12:33
  a
• 12:33
  social
• 12:34
  media
• 12:34
  platform
• 12:34
  now.
• 12:35
  People
• 12:35
  aren't
• 12:36
  using
• 12:36
  it
• 12:36
  like
• 12:36
  that
• 12:36
  at
• 12:37
  the
• 12:37
  moment.
• 12:37
  And
• 12:39
  so
• 12:39
  you
• 12:39
  can
• 12:39
  get
• 12:39
  on
• 12:39
  there
• 12:39
  and
• 12:40
  like,
• 12:40
  generate
• 12:40
  a
• 12:40
  lot
• 12:40
  of
• 12:40
  business.
• 12:40
  Anyway,
• 12:41
  I
• 12:41
  paid
• 12:41
  him
• 12:41
  nine
• 12:42
  grand
• 12:42
  at
• 12:42
  the
• 12:42
  time
• 12:43
  and
• 12:43
  he
• 12:43
  taught
• 12:43
  me
• 12:44
  how
• 12:44
  to
• 12:44
  use
• 12:44
  LinkedIn.
• 12:44
  Within
• 12:45
  3
• 12:45
  weeks,
• 12:45
  we
• 12:45
  had
• 12:46
  140k
• 12:47
  of
• 12:47
  deposits
• 12:48
  in
• 12:48
  our
• 12:48
  bank.
• 12:49
  Wow.
• 12:49
  From
• 12:50
  corporate
• 12:50
  contracts
• 12:50
  and
• 12:51
  hotels.
• 12:51
  Not
• 12:51
  a
• 12:51
  bad
• 12:52
  investment.
• 12:53
  It
• 12:53
  was
• 12:53
  insane.
• 12:53
  I
• 12:54
  was
• 12:54
  actually
• 12:54
  like,
• 12:54
  wait,
• 12:54
  this
• 12:54
  is
• 12:55
  something
• 12:55
  here.
• 12:55
  Paying
• 12:56
  this
• 12:56
  guy
• 12:56
  $9,000.
• 12:57
  Teach
• 12:57
  me
• 12:57
  LinkedIn.
• 12:57
  I
• 12:57
  still
• 12:58
  laugh
• 12:58
  about
• 12:58
  it.
• 12:58
  Like,
• 12:58
  I
• 12:58
  don't
• 12:59
  know
• 12:59
  why,
• 12:59
  he
• 13:00
  seems
• 13:00
  like
• 13:00
  a
• 13:00
  shark,
• 13:00
  but
• 13:01
  actually
• 13:01
  I've
• 13:01
  got
• 13:02
  my
• 13:02
  whole
• 13:02
  business
• 13:02
  to
• 13:02
  thank
• 13:03
  for
• 13:03
  him.
• 13:03
  It
• 13:03
  worked.
• 13:04
  It
• 13:04
  worked.
• 13:05
  Actually,
• 13:05
  I
• 13:05
  think
• 13:05
  that
• 13:05
  the
• 13:06
  tactics
• 13:06
  he
• 13:06
  told
• 13:06
  me,
• 13:06
  but
• 13:07
  if
• 13:07
  I
• 13:07
  hadn't
• 13:07
  done
• 13:08
  that,
• 13:08
  I
• 13:08
  wouldn't
• 13:08
  be
• 13:08
  here
• 13:08
  today.
• 13:09
  That
• 13:09
  was
• 13:09
  the
• 13:10
  catalyst
• 13:10
  for
• 13:10
  me
• 13:10
  to
• 13:10
  go,
• 13:12
  I
• 13:12
  can
• 13:12
  go
• 13:12
  out
• 13:13
  my
• 13:13
  own
• 13:13
  now.
• 13:13
  I
• 13:13
  know
• 13:13
  how
• 13:13
  to
• 13:14
  go
• 13:14
  from
• 13:14
  zero
• 13:14
  to
• 13:14
  one.
• 13:14
  I've
• 13:15
  got
• 13:15
  a
• 13:15
  method
• 13:15
  to
• 13:15
  do
• 13:15
  it
• 13:16
  and
• 13:16
  I
• 13:16
  can
• 13:16
  do
• 13:16
  it
• 13:16
  on
• 13:16
  my.
• 13:16
  And
• 13:17
  I
• 13:17
  was
• 13:17
  doing
• 13:17
  it
• 13:17
  all
• 13:17
  this
• 13:17
  on
• 13:17
  my
• 13:17
  personal
• 13:18
  brand.
• 13:18
  This
• 13:18
  part
• 13:19
  of
• 13:19
  the
• 13:19
  second
• 13:19
  stage
• 13:19
  was
• 13:19
  when
• 13:21
  2019
• 13:21
  was
• 13:22
  when
• 13:22
  Gary
• 13:22
  Vee
• 13:23
  really
• 13:23
  took
• 13:23
  off.
• 13:23
  And
• 13:23
  his
• 13:24
  whole
• 13:24
  philosophy,
• 13:24
  which
• 13:25
  is
• 13:25
  attention
• 13:26
  has
• 13:26
  always
• 13:27
  been
• 13:27
  the
• 13:27
  currency.
• 13:28
  That's
• 13:28
  always
• 13:29
  been
• 13:29
  the
• 13:29
  people
• 13:29
  who
• 13:29
  can
• 13:30
  hold
• 13:30
  everyone's
• 13:30
  attention
• 13:30
  had
• 13:31
  the
• 13:31
  power
• 13:32
  and
• 13:33
  we
• 13:33
  just
• 13:33
  now
• 13:34
  have
• 13:34
  a
• 13:34
  way
• 13:34
  to
• 13:34
  do
• 13:34
  it
• 13:35
  without
• 13:35
  paying
• 13:36
  a
• 13:36
  lot
• 13:36
  of
• 13:36
  money
• 13:36
  or
• 13:37
  holding
• 13:37
  the
• 13:37
  infrastructure.
• 13:38
  Right.
• 13:38
  You
• 13:38
  don't
• 13:38
  have
• 13:38
  to
• 13:38
  control
• 13:39
  the
• 13:39
  newspapers
• 13:39
  to
• 13:39
  have
• 13:40
  the
• 13:40
  attention.
• 13:41
  And
• 13:41
  I
• 13:41
  was
• 13:41
  like,
• 13:41
  okay,
• 13:41
  right?
• 13:42
  Like
• 13:42
  there's
• 13:42
  something
• 13:43
  here.
• 13:43
  But
• 13:44
  when
• 13:44
  I
• 13:44
  came
• 13:44
  to
• 13:45
  start
• 13:45
  my
• 13:45
  business,
• 13:45
  I
• 13:45
  didn't
• 13:46
  actually
• 13:46
  do
• 13:46
  it
• 13:47
  to
• 13:47
  start
• 13:47
  the
• 13:47
  attention
• 13:48
  seeker.
• 13:48
  I
• 13:48
  just
• 13:49
  came
• 13:49
  out.
• 13:49
  I
• 13:50
  knew
• 13:50
  how
• 13:50
  to
• 13:50
  get
• 13:51
  attention
• 13:51
  through
• 13:51
  my
• 13:51
  personal
• 13:52
  brand.
• 13:53
  And
• 13:53
  I
• 13:53
  thought,
• 13:53
  I'll
• 13:53
  just
• 13:53
  go
• 13:54
  out
• 13:54
  and
• 13:54
  see
• 13:54
  what
• 13:54
  I
• 13:54
  can
• 13:54
  offer
• 13:54
  the
• 13:55
  world.
• 13:55
  So
• 13:55
  I
• 13:55
  just
• 13:55
  built
• 13:55
  my
• 13:55
  personal
• 13:56
  brand.
• 13:56
  I
• 13:56
  just
• 13:56
  like
• 13:56
  went
• 13:56
  out,
• 13:57
  said
• 13:57
  to
• 13:57
  everyone,
• 13:57
  like,
• 13:57
  I'm
• 13:57
  going
• 13:57
  to
• 13:58
  go,
• 13:58
  this
• 13:58
  is
• 13:58
  my
• 13:58
  moonshot.
• 13:59
  I'm
• 13:59
  going
• 13:59
  to
• 13:59
  give
• 13:59
  it
• 13:59
  a
• 13:59
  crack.
• 13:59
  And
• 14:00
  I
• 14:00
  just
• 14:00
  started
• 14:00
  posting
• 14:00
  every
• 14:00
  day
• 14:01
  on
• 14:01
  LinkedIn.
• 14:01
  I
• 14:01
  moved
• 14:01
  back
• 14:01
  to
• 14:02
  New
• 14:02
  Zealand
• 14:03
  purely
• 14:03
  to
• 14:03
  live
• 14:03
  with
• 14:04
  family,
• 14:04
  so
• 14:04
  I
• 14:04
  didn't
• 14:04
  have
• 14:04
  to
• 14:05
  pay
• 14:05
  housing
• 14:05
  costs
• 14:06
  just
• 14:06
  so
• 14:06
  that
• 14:07
  my
• 14:07
  Runway
• 14:07
  was
• 14:07
  longer.
• 14:08
  But
• 14:08
  I
• 14:08
  actually,
• 14:09
  the
• 14:09
  reason
• 14:09
  it
• 14:09
  became
• 14:10
  the
• 14:10
  business
• 14:10
  that
• 14:11
  it
• 14:11
  is
• 14:11
  is
• 14:11
  Covid.
• 14:12
  Because
• 14:12
  then
• 14:13
  everyone
• 14:13
  went
• 14:14
  into
• 14:14
  lockdown
• 14:15
  and
• 14:15
  people
• 14:15
  are
• 14:15
  like,
• 14:15
  okay,
• 14:15
  now
• 14:16
  we
• 14:16
  need
• 14:16
  to
• 14:16
  get
• 14:16
  online.
• 14:17
  It's
• 14:17
  interesting,
• 14:18
  right,
• 14:18
  because
• 14:18
  it's
• 14:20
  kind
• 14:20
  of
• 14:20
  what
• 14:20
  you
• 14:20
  said,
• 14:21
  that
• 14:22
  attention
• 14:22
  has
• 14:22
  always
• 14:23
  been
• 14:23
  the
• 14:23
  thing.
• 14:23
  Humans
• 14:24
  are
• 14:24
  very
• 14:24
  sociable
• 14:25
  animals.
• 14:26
  We
• 14:26
  like
• 14:26
  to
• 14:26
  talk
• 14:26
  to
• 14:26
  each
• 14:26
  other,.
• 14:27
  We
• 14:27
  like
• 14:27
  recommendations,
• 14:28
  we
• 14:28
  like
• 14:28
  to
• 14:28
  know
• 14:29
  people
• 14:30
  before
• 14:30
  we
• 14:30
  work
• 14:30
  with
• 14:31
  them,
• 14:31
  we
• 14:31
  like
• 14:31
  to
• 14:31
  trust
• 14:32
  them.
• 14:32
  And
• 14:33
  it's
• 14:33
  just
• 14:34
  another
• 14:34
  way
• 14:34
  of
• 14:34
  reaching
• 14:35
  people.
• 14:35
  Right.
• 14:36
  Do
• 14:36
  you
• 14:36
  think
• 14:38
  now
• 14:38
  when
• 14:39
  we're
• 14:39
  trying
• 14:39
  to
• 14:39
  build
• 14:40
  this
• 14:40
  attention
• 14:40
  economy,
• 14:41
  the
• 14:41
  reputation,
• 14:42
  how
• 14:42
  big
• 14:42
  a
• 14:43
  piece
• 14:43
  of
• 14:43
  it
• 14:43
  is
• 14:43
  the
• 14:44
  online
• 14:44
  side,
• 14:44
  the
• 14:45
  digital
• 14:45
  side
• 14:45
  of
• 14:45
  it?
• 14:45
  Because
• 14:46
  obviously
• 14:47
  in
• 14:47
  person
• 14:48
  matters
• 14:48
  too.
• 14:49
  So
• 14:49
  how
• 14:49
  big
• 14:49
  of
• 14:50
  a
• 14:50
  slice
• 14:50
  is
• 14:50
  the
• 14:50
  digital
• 14:51
  side
• 14:51
  and
• 14:51
  how
• 14:51
  does
• 14:51
  it
• 14:52
  work
• 14:52
  in
• 14:52
  with
• 14:52
  the
• 14:52
  rest
• 14:52
  of
• 14:52
  the.
• 14:53
  Every
• 14:53
  year
• 14:53
  up
• 14:53
  until
• 14:54
  that
• 14:54
  point
• 14:54
  till
• 14:55
  say
• 14:55
  February
• 14:55
  2025,
• 14:56
  I
• 14:56
  said
• 14:57
  our
• 14:57
  main
• 14:57
  goal
• 14:57
  is
• 14:58
  followers.
• 14:58
  How
• 14:59
  big
• 14:59
  can
• 14:59
  we
• 14:59
  grow
• 14:59
  our
• 14:59
  audience?
• 15:00
  And
• 15:00
  last
• 15:01
  year
• 15:01
  I
• 15:01
  said
• 15:01
  to
• 15:01
  them,
• 15:01
  okay,
• 15:02
  our
• 15:02
  new
• 15:02
  goal
• 15:02
  is
• 15:03
  how
• 15:03
  many
• 15:03
  people
• 15:03
  can
• 15:04
  we
• 15:04
  put
• 15:04
  in
• 15:04
  a
• 15:04
  room?
• 15:05
  That's
• 15:05
  the
• 15:05
  measure
• 15:06
  of
• 15:06
  our
• 15:06
  success.
• 15:06
  And
• 15:07
  I
• 15:07
  think
• 15:07
  last
• 15:07
  year
• 15:07
  we
• 15:07
  did
• 15:08
  something
• 15:08
  like
• 15:08
  five
• 15:08
  or
• 15:08
  six
• 15:09
  thousand
• 15:09
  people
• 15:09
  into
• 15:10
  different
• 15:10
  events
• 15:11
  over
• 15:11
  the
• 15:11
  year.
• 15:12
  But
• 15:12
  the
• 15:12
  reason
• 15:12
  for
• 15:12
  that
• 15:13
  measure
• 15:13
  is
• 15:13
  that
• 15:14
  having
• 15:15
  one
• 15:15
  person
• 15:15
  in
• 15:15
  a
• 15:15
  room
• 15:16
  talking
• 15:16
  to
• 15:16
  them
• 15:16
  one
• 15:16
  on
• 15:17
  one,
• 15:17
  that's
• 15:18
  worth
• 15:18
  like
• 15:18
  50
• 15:18
  million
• 15:19
  VS.
• 15:20
  Like
• 15:20
  the
• 15:20
  level
• 15:20
  of
• 15:21
  rapport
• 15:21
  that
• 15:21
  you
• 15:21
  build
• 15:21
  with
• 15:22
  that
• 15:22
  person.
• 15:22
  Like
• 15:23
  we
• 15:23
  have
• 15:24
  seen
• 15:24
  each
• 15:24
  other's
• 15:25
  content
• 15:25
  and
• 15:25
  I've
• 15:25
  seen
• 15:25
  your
• 15:26
  content
• 15:26
  since
• 15:26
  when
• 15:26
  you
• 15:27
  first
• 15:27
  started
• 15:27
  taking
• 15:28
  off
• 15:28
  in
• 15:28
  Covid
• 15:28
  times.
• 15:29
  And
• 15:30
  like
• 15:30
  I
• 15:30
  watch
• 15:31
  it
• 15:31
  all,
• 15:31
  but
• 15:31
  if
• 15:31
  I
• 15:31
  walk
• 15:31
  past
• 15:31
  you
• 15:32
  in
• 15:32
  the
• 15:32
  street,
• 15:32
  I
• 15:32
  would
• 15:32
  never
• 15:32
  stop
• 15:33
  and
• 15:33
  say
• 15:33
  hello.
• 15:34
  But
• 15:34
  now
• 15:34
  that
• 15:34
  we've
• 15:35
  done
• 15:35
  this,
• 15:35
  I'll
• 15:36
  stop
• 15:36
  and
• 15:36
  say
• 15:36
  hello
• 15:37
  and
• 15:37
  we're
• 15:37
  going
• 15:37
  to
• 15:37
  sit
• 15:37
  here
• 15:38
  for
• 15:38
  like
• 15:38
  90
• 15:38
  minutes
• 15:39
  and
• 15:39
  we're
• 15:40
  going
• 15:40
  to
• 15:40
  have
• 15:40
  like
• 15:40
  this
• 15:40
  level
• 15:40
  of
• 15:41
  rapport
• 15:41
  that
• 15:41
  like
• 15:42
  no
• 15:42
  content
• 15:42
  could
• 15:42
  have
• 15:43
  done.
• 15:43
  So
• 15:43
  the
• 15:43
  way
• 15:43
  we
• 15:44
  think
• 15:44
  of
• 15:44
  it
• 15:44
  now
• 15:44
  is
• 15:44
  the
• 15:45
  digital
• 15:45
  platform
• 15:45
  is
• 15:46
  there
• 15:46
  purely
• 15:46
  to
• 15:46
  get
• 15:46
  people
• 15:47
  in
• 15:47
  the
• 15:47
  room.
• 15:48
  And
• 15:48
  once
• 15:48
  they're
• 15:48
  in
• 15:48
  a
• 15:48
  room,
• 15:48
  that's
• 15:49
  when
• 15:49
  we
• 15:49
  elevate
• 15:49
  things
• 15:49
  to
• 15:50
  another
• 15:50
  level
• 15:50
  with
• 15:50
  that
• 15:51
  connection.
• 15:51
  Which
• 15:52
  is
• 15:52
  why
• 15:52
  we
• 15:52
  do
• 15:53
  a
• 15:53
  run
• 15:53
  club
• 15:53
  every
• 15:53
  Friday
• 15:54
  night
• 15:54
  as
• 15:55
  a
• 15:55
  marketing
• 15:55
  agency,
• 15:56
  it's
• 15:57
  not
• 15:57
  to
• 15:57
  make
• 15:57
  any
• 15:58
  money
• 15:58
  necessary
• 15:58
  on
• 15:59
  the
• 15:59
  run
• 15:59
  club
• 15:59
  or
• 15:59
  we
• 16:00
  have
• 16:00
  sponsors
• 16:00
  who
• 16:00
  sponsor
• 16:01
  stuff
• 16:01
  but
• 16:01
  we
• 16:02
  don't
• 16:02
  charge
• 16:02
  them.
• 16:03
  But
• 16:03
  it's
• 16:03
  because
• 16:03
  all
• 16:04
  those
• 16:04
  people
• 16:04
  we
• 16:04
  meet,
• 16:05
  they
• 16:05
  have
• 16:06
  that
• 16:06
  tangible
• 16:06
  one
• 16:06
  on
• 16:07
  one
• 16:07
  time.
• 16:07
  And
• 16:07
  now
• 16:08
  we
• 16:08
  had
• 16:08
  Round
• 16:09
  the
• 16:09
  Bays
• 16:09
  on
• 16:09
  the
• 16:09
  weekend
• 16:09
  and
• 16:10
  a
• 16:10
  bunch
• 16:10
  of
• 16:10
  them
• 16:10
  ran
• 16:10
  with
• 16:11
  us
• 16:11
  and
• 16:11
  we
• 16:11
  saw
• 16:11
  them
• 16:11
  as
• 16:11
  we're
• 16:12
  running.
• 16:12
  They
• 16:12
  all
• 16:12
  stopped
• 16:12
  and
• 16:12
  saying
• 16:13
  hello.
• 16:13
  But
• 16:14
  no
• 16:14
  one
• 16:14
  stopped
• 16:15
  me
• 16:15
  from
• 16:15
  who'd
• 16:15
  seen
• 16:15
  my
• 16:16
  content.
• 16:16
  It
• 16:17
  was
• 16:17
  all
• 16:17
  the
• 16:17
  people
• 16:17
  who'd
• 16:17
  seen
• 16:17
  me
• 16:18
  in
• 16:18
  person.
• 16:18
  I
• 16:18
  mean,
• 16:19
  look
• 16:19
  at
• 16:19
  like
• 16:19
  some
• 16:20
  of
• 16:20
  the
• 16:20
  biggest
• 16:20
  creators
• 16:21
  in
• 16:21
  the
• 16:21
  world.
• 16:21
  The
• 16:22
  Banana,
• 16:22
  what
• 16:23
  are
• 16:23
  they
• 16:23
  called?
• 16:24
  Rama
• 16:24
  Banana
• 16:25
  or
• 16:25
  whatever,
• 16:25
  the
• 16:25
  baseball
• 16:25
  team.
• 16:26
  Oh,
• 16:26
  I
• 16:26
  don't
• 16:27
  know.
• 16:27
  That
• 16:27
  One.
• 16:27
  Yeah.
• 16:27
  So
• 16:27
  they're
• 16:27
  like
• 16:28
  a
• 16:28
  baseball
• 16:28
  team
• 16:28
  who.
• 16:29
  They're
• 16:30
  not
• 16:30
  a
• 16:30
  baseball
• 16:30
  team.
• 16:30
  They're
• 16:31
  just
• 16:31
  a.
• 16:31
  Like,
• 16:32
  they're
• 16:32
  like
• 16:32
  the
• 16:32
  Harlem
• 16:33
  Globetrotters,
• 16:33
  but
• 16:34
  for
• 16:34
  baseball.
• 16:34
  Okay.
• 16:35
  And
• 16:35
  they
• 16:35
  sell
• 16:36
  out
• 16:36
  stadiums
• 16:36
  all
• 16:36
  around
• 16:37
  the
• 16:37
  U.S.
• 16:37
  they're
• 16:38
  massive.
• 16:38
  They're.
• 16:38
  They're
• 16:39
  currently
• 16:39
  valued
• 16:39
  at
• 16:40
  half
• 16:40
  a
• 16:40
  billion
• 16:41
  dollars.
• 16:42
  Nice.
• 16:43
  And
• 16:43
  they
• 16:43
  don't
• 16:43
  even
• 16:43
  actually
• 16:44
  play
• 16:44
  in
• 16:44
  the
• 16:44
  league.
• 16:45
  They're
• 16:45
  just
• 16:45
  like
• 16:45
  an
• 16:46
  exhibition
• 16:46
  team
• 16:46
  that
• 16:47
  plays
• 16:47
  Edo
• 16:48
  because
• 16:48
  they
• 16:48
  just
• 16:48
  got
• 16:48
  like
• 16:49
  tens
• 16:49
  of
• 16:49
  millions
• 16:50
  of
• 16:50
  people
• 16:50
  who
• 16:50
  follow
• 16:50
  them
• 16:50
  online
• 16:51
  and
• 16:51
  then
• 16:51
  they
• 16:51
  can
• 16:51
  put
• 16:51
  people
• 16:52
  in
• 16:52
  a
• 16:52
  stadium
• 16:52
  to
• 16:52
  come
• 16:52
  and
• 16:53
  watch
• 16:53
  them.
• 16:53
  People
• 16:53
  talk
• 16:54
  about
• 16:54
  it
• 16:54
  being
• 16:54
  like
• 16:54
  the
• 16:55
  Disney
• 16:55
  model.
• 16:55
  You
• 16:56
  know,
• 16:56
  Disney
• 16:56
  makes
• 16:56
  a
• 16:57
  loss
• 16:57
  almost
• 16:57
  on
• 16:57
  its
• 16:57
  movies
• 16:58
  to
• 16:58
  put
• 16:58
  people
• 16:58
  in
• 16:58
  the
• 16:59
  parks.
• 16:59
  And
• 16:59
  like
• 17:00
  70%
• 17:00
  of
• 17:00
  their
• 17:00
  profit
• 17:01
  comes
• 17:01
  from
• 17:01
  the
• 17:01
  parks,
• 17:03
  which
• 17:03
  is
• 17:03
  insane
• 17:03
  to
• 17:03
  think.
• 17:04
  They're
• 17:04
  like,
• 17:04
  all
• 17:04
  those
• 17:04
  marble
• 17:05
  movies
• 17:06
  are
• 17:06
  just
• 17:06
  designed
• 17:07
  to
• 17:07
  be
• 17:07
  lost
• 17:08
  leaders
• 17:08
  for
• 17:08
  a.
• 17:08
  I
• 17:09
  was
• 17:09
  gonna
• 17:09
  say
• 17:10
  it's
• 17:10
  crazy.
• 17:10
  Eh,
• 17:11
  It's
• 17:11
  a
• 17:11
  really
• 17:11
  long
• 17:11
  ad.
• 17:12
  Yeah,
• 17:12
  it
• 17:13
  actually
• 17:13
  is.
• 17:13
  Which
• 17:14
  is
• 17:14
  the
• 17:14
  funniest
• 17:14
  thing
• 17:15
  about
• 17:15
  it.
• 17:15
  So
• 17:16
  it's
• 17:16
  super
• 17:16
  important.
• 17:17
  And
• 17:17
  I
• 17:17
  think
• 17:17
  that
• 17:18
  like,
• 17:18
  for
• 17:18
  a
• 17:18
  lot
• 17:18
  of
• 17:18
  small
• 17:18
  businesses
• 17:19
  in
• 17:19
  New
• 17:19
  Zealand,
• 17:20
  it's
• 17:20
  even
• 17:20
  more
• 17:20
  important
• 17:21
  than
• 17:21
  the
• 17:21
  Disney's
• 17:22
  and
• 17:22
  the
• 17:22
  stuff
• 17:22
  of
• 17:22
  the
• 17:22
  world.
• 17:23
  Like
• 17:23
  if
• 17:23
  you're
• 17:23
  a
• 17:23
  builder,
• 17:24
  like,
• 17:24
  people
• 17:25
  wanna
• 17:25
  meet
• 17:25
  you.
• 17:25
  If
• 17:25
  you
• 17:26
  can
• 17:26
  use
• 17:26
  that
• 17:26
  digital
• 17:26
  presence
• 17:27
  to
• 17:27
  somehow
• 17:28
  engage
• 17:28
  more
• 17:29
  in
• 17:29
  life
• 17:29
  or
• 17:29
  like
• 17:30
  jump
• 17:30
  on
• 17:30
  podcasts
• 17:31
  or
• 17:31
  go
• 17:31
  speak
• 17:32
  at
• 17:32
  places
• 17:32
  or
• 17:32
  do
• 17:33
  all
• 17:33
  these
• 17:33
  sorts
• 17:33
  of
• 17:33
  things,
• 17:33
  those
• 17:33
  will
• 17:34
  still
• 17:34
  count.
• 17:35
  And
• 17:35
  that's
• 17:35
  what
• 17:36
  I've
• 17:36
  always
• 17:36
  done.
• 17:37
  So
• 17:37
  when
• 17:37
  you
• 17:37
  message,
• 17:37
  I
• 17:37
  was
• 17:38
  like,
• 17:38
  yeah,
• 17:38
  of
• 17:38
  course.
• 17:38
  As
• 17:39
  if
• 17:39
  I'm
• 17:39
  not
• 17:39
  gonna
• 17:39
  say
• 17:40
  yes
• 17:40
  to
• 17:40
  this
• 17:40
  opportunity,
• 17:41
  but
• 17:41
  I
• 17:42
  do
• 17:42
  it
• 17:42
  for
• 17:42
  all
• 17:42
  opportunities.
• 17:44
  I
• 17:44
  have
• 17:44
  these
• 17:44
  guys
• 17:44
  who
• 17:44
  are
• 17:44
  like,
• 17:45
  oh,
• 17:45
  you'll
• 17:45
  be
• 17:45
  my
• 17:45
  first
• 17:46
  guest
• 17:46
  on
• 17:46
  my
• 17:46
  podcast.
• 17:46
  I'm
• 17:46
  like,
• 17:47
  yeah,
• 17:47
  I'm
• 17:47
  there.
• 17:47
  And
• 17:47
  they're
• 17:48
  like,
• 17:48
  you
• 17:48
  sure
• 17:48
  I
• 17:48
  don't
• 17:48
  waste
• 17:49
  your
• 17:49
  time?
• 17:49
  I
• 17:49
  was
• 17:49
  like,
• 17:49
  no,
• 17:50
  I'm
• 17:50
  there
• 17:51
  because
• 17:51
  I'm
• 17:51
  gonna
• 17:52
  get
• 17:52
  to
• 17:52
  connect
• 17:52
  with
• 17:52
  you.
• 17:52
  Maybe
• 17:53
  four
• 17:53
  people
• 17:53
  might
• 17:53
  watch
• 17:54
  this
• 17:54
  podcast.
• 17:54
  Who
• 17:54
  cares?
• 17:55
  But
• 17:56
  little
• 17:57
  one
• 17:57
  hour
• 17:57
  time
• 17:57
  with
• 17:57
  you,
• 17:58
  as
• 17:59
  I
• 17:59
  just
• 17:59
  said
• 17:59
  before,
• 17:59
  is
• 17:59
  like
• 17:59
  with
• 18:00
  50
• 18:00
  million
• 18:00
  views
• 18:01
  online.
• 18:01
  So
• 18:03
  all
• 18:03
  I
• 18:03
  do
• 18:03
  is
• 18:03
  make
• 18:03
  content
• 18:04
  to
• 18:04
  get
• 18:04
  views
• 18:05
  and
• 18:05
  you're
• 18:05
  offering
• 18:06
  me
• 18:06
  50
• 18:06
  million
• 18:06
  in
• 18:06
  one
• 18:07
  hour?
• 18:07
  Yeah,
• 18:07
  I'll
• 18:07
  take
• 18:07
  it.
• 18:08
  So
• 18:08
  if,
• 18:08
  if
• 18:08
  we're
• 18:09
  talking
• 18:09
  sort
• 18:09
  of
• 18:09
  the
• 18:10
  average
• 18:10
  person
• 18:11
  who's
• 18:12
  running
• 18:12
  their
• 18:12
  career,
• 18:13
  or
• 18:13
  maybe
• 18:14
  they're,
• 18:14
  you
• 18:14
  know,
• 18:15
  self
• 18:15
  employed,
• 18:16
  like
• 18:16
  a
• 18:16
  tradie.
• 18:16
  But
• 18:17
  even
• 18:17
  people
• 18:17
  who
• 18:17
  are
• 18:18
  running
• 18:18
  their
• 18:18
  own
• 18:18
  career
• 18:18
  now.
• 18:19
  Right.
• 18:19
  I've
• 18:20
  talked
• 18:20
  to
• 18:20
  so
• 18:20
  many
• 18:20
  people
• 18:21
  who
• 18:21
  post
• 18:22
  on
• 18:22
  LinkedIn
• 18:22
  or
• 18:22
  whatever
• 18:23
  and
• 18:23
  then
• 18:23
  someone
• 18:23
  messages
• 18:24
  them
• 18:24
  and
• 18:24
  says,
• 18:24
  hey,
• 18:25
  we're
• 18:25
  doing
• 18:26
  a
• 18:26
  thing
• 18:26
  Are
• 18:27
  you
• 18:27
  interested
• 18:27
  in
• 18:28
  new
• 18:28
  opportunities?
• 18:28
  You
• 18:28
  know,
• 18:29
  it's,
• 18:29
  it's
• 18:29
  amazing
• 18:29
  how
• 18:30
  this
• 18:30
  works
• 18:31
  for
• 18:32
  all
• 18:32
  sorts
• 18:33
  of
• 18:34
  financial
• 18:34
  and
• 18:34
  career
• 18:35
  opportunities.
• 18:37
  Do
• 18:37
  you
• 18:37
  have
• 18:37
  a
• 18:38
  favorite
• 18:38
  platform
• 18:39
  that
• 18:39
  you
• 18:39
  think
• 18:39
  is
• 18:40
  best?
• 18:41
  I
• 18:41
  love
• 18:41
  LinkedIn.
• 18:41
  I
• 18:42
  think
• 18:42
  that
• 18:43
  far
• 18:43
  easier
• 18:43
  to
• 18:43
  talk
• 18:43
  to
• 18:44
  your
• 18:44
  target
• 18:44
  audience
• 18:44
  in
• 18:44
  a
• 18:44
  career
• 18:45
  pathway.
• 18:46
  It's
• 18:46
  also
• 18:46
  a
• 18:46
  lot,
• 18:47
  the
• 18:47
  trust
• 18:48
  on,
• 18:48
  it's
• 18:48
  a
• 18:48
  lot
• 18:48
  higher
• 18:49
  because
• 18:49
  it's
• 18:49
  tied
• 18:49
  to
• 18:49
  your
• 18:50
  financial
• 18:50
  income.
• 18:51
  Right.
• 18:51
  Like,
• 18:51
  so
• 18:51
  for
• 18:51
  people
• 18:52
  knowing
• 18:52
  that,
• 18:52
  like,
• 18:54
  if
• 18:54
  you
• 18:54
  say
• 18:54
  stuff
• 18:55
  on
• 18:55
  LinkedIn
• 18:55
  you
• 18:55
  could
• 18:56
  lose
• 18:56
  your
• 18:56
  job,
• 18:57
  but
• 18:57
  you
• 18:57
  can
• 18:58
  hide
• 18:58
  behind
• 18:58
  a
• 18:58
  fake
• 18:58
  profile
• 18:59
  on
• 18:59
  Instagram
• 18:59
  and
• 18:59
  Facebook.
• 19:00
  Right.
• 19:00
  And
• 19:00
  you
• 19:00
  can
• 19:00
  do
• 19:00
  whatever
• 19:01
  and
• 19:01
  you
• 19:01
  can
• 19:01
  be
• 19:01
  trolls
• 19:01
  and
• 19:02
  so
• 19:02
  you
• 19:02
  don't
• 19:02
  really
• 19:03
  know
• 19:04
  who's
• 19:04
  watching
• 19:05
  on
• 19:05
  Facebook
• 19:05
  and
• 19:06
  Instagram.
• 19:06
  Whereas
• 19:07
  on
• 19:07
  LinkedIn,
• 19:07
  like,
• 19:07
  you
• 19:08
  know,
• 19:08
  you
• 19:08
  can
• 19:08
  see
• 19:08
  that,
• 19:09
  oh,
• 19:09
  wow,
• 19:09
  These
• 19:09
  are
• 19:09
  all
• 19:10
  CEOs,
• 19:10
  or
• 19:10
  they're
• 19:11
  all,
• 19:11
  you
• 19:11
  know,
• 19:11
  marketing
• 19:11
  managers
• 19:12
  or
• 19:12
  whatever
• 19:12
  it
• 19:12
  might
• 19:13
  be.
• 19:13
  So
• 19:13
  there's
• 19:13
  a
• 19:13
  high
• 19:13
  level
• 19:14
  of
• 19:14
  trust
• 19:14
  and
• 19:14
  quality
• 19:15
  of
• 19:15
  the
• 19:15
  people
• 19:15
  watching.
• 19:16
  And
• 19:16
  also
• 19:16
  people
• 19:17
  go
• 19:17
  onto
• 19:17
  LinkedIn
• 19:17
  with
• 19:18
  that
• 19:18
  intention.
• 19:18
  They're
• 19:19
  there
• 19:19
  as
• 19:19
  a
• 19:20
  professional
• 19:20
  or
• 19:20
  as
• 19:21
  a
• 19:21
  career
• 19:21
  focused
• 19:22
  type
• 19:22
  of
• 19:22
  person.
• 19:23
  We're
• 19:23
  not
• 19:23
  that
• 19:23
  when
• 19:24
  we're
• 19:24
  on
• 19:24
  Instagram.
• 19:24
  Like,
• 19:25
  I'm
• 19:25
  as
• 19:25
  dumb
• 19:26
  as
• 19:26
  I
• 19:26
  ever
• 19:26
  am
• 19:26
  when
• 19:26
  I'm
• 19:27
  scrolling
• 19:27
  on
• 19:27
  reels,
• 19:27
  you
• 19:28
  know,
• 19:28
  Like,
• 19:28
  I,
• 19:29
  I
• 19:29
  just,
• 19:29
  my
• 19:29
  highest.
• 19:30
  Engagement
• 19:30
  is
• 19:30
  talking
• 19:31
  about
• 19:31
  making
• 19:31
  pancakes
• 19:32
  for
• 19:32
  my
• 19:32
  kids.
• 19:32
  Yeah.
• 19:33
  And
• 19:34
  mine
• 19:34
  is
• 19:34
  supposed
• 19:35
  to
• 19:35
  be
• 19:35
  a
• 19:35
  professional
• 19:35
  account.
• 19:36
  Exactly
• 19:37
  right.
• 19:37
  And
• 19:37
  you
• 19:38
  just,
• 19:38
  you
• 19:38
  can't
• 19:38
  pick
• 19:38
  it
• 19:39
  because
• 19:39
  it's
• 19:39
  just
• 19:39
  what
• 19:39
  it
• 19:39
  is.
• 19:40
  The
• 19:40
  other
• 19:40
  thing
• 19:40
  I
• 19:40
  like
• 19:40
  about
• 19:41
  LinkedIn
• 19:41
  is
• 19:42
  written
• 19:42
  content
• 19:42
  probably
• 19:43
  outperforms
• 19:44
  video
• 19:44
  content
• 19:44
  most
• 19:45
  of
• 19:45
  the
• 19:45
  time.
• 19:45
  And
• 19:46
  I
• 19:46
  think
• 19:46
  it's
• 19:46
  easier
• 19:46
  to
• 19:47
  write
• 19:47
  a
• 19:47
  short
• 19:47
  post
• 19:47
  than
• 19:47
  it
• 19:48
  is
• 19:48
  to
• 19:48
  make
• 19:48
  a
• 19:48
  video.
• 19:48
  A
• 19:49
  lot
• 19:49
  of
• 19:49
  people
• 19:49
  don't
• 19:49
  like
• 19:49
  being
• 19:50
  put
• 19:50
  on
• 19:50
  video.
• 19:50
  When
• 19:51
  I
• 19:51
  first
• 19:51
  started
• 19:51
  on
• 19:51
  LinkedIn,
• 19:51
  it
• 19:52
  was
• 19:52
  all
• 19:52
  about
• 19:52
  like
• 19:52
  spamming
• 19:53
  people
• 19:53
  for
• 19:53
  messages
• 19:53
  just
• 19:54
  to
• 19:54
  get
• 19:54
  coffees.
• 19:54
  And
• 19:55
  LinkedIn
• 19:56
  doesn't
• 19:56
  let
• 19:56
  you
• 19:57
  do
• 19:57
  that
• 19:57
  anymore
• 19:57
  anyway.
• 19:58
  Really,
• 19:58
  to
• 19:58
  a
• 19:58
  certain
• 19:58
  extent.
• 19:59
  But
• 20:00
  you
• 20:00
  can
• 20:00
  still
• 20:00
  like
• 20:01
  send
• 20:01
  like,
• 20:01
  you
• 20:01
  know,
• 20:01
  50
• 20:01
  connection
• 20:02
  requests
• 20:02
  a
• 20:03
  week.
• 20:03
  And
• 20:04
  I
• 20:04
  think
• 20:04
  people
• 20:04
  should,
• 20:05
  I
• 20:05
  think
• 20:05
  you
• 20:05
  should
• 20:05
  try
• 20:05
  curate
• 20:06
  your
• 20:06
  audience
• 20:06
  on
• 20:07
  LinkedIn
• 20:07
  like
• 20:07
  you,
• 20:07
  because
• 20:07
  you'll
• 20:08
  see
• 20:08
  their
• 20:08
  content
• 20:08
  too.
• 20:09
  And
• 20:09
  so
• 20:10
  instead
• 20:10
  of
• 20:10
  just
• 20:10
  connecting
• 20:10
  with
• 20:11
  all
• 20:11
  your
• 20:11
  friends
• 20:11
  from
• 20:11
  work,
• 20:12
  like,
• 20:12
  connect
• 20:12
  to
• 20:13
  an
• 20:13
  audience
• 20:13
  you
• 20:13
  actually
• 20:13
  want
• 20:14
  to
• 20:14
  hear
• 20:15
  from
• 20:15
  or
• 20:15
  learn
• 20:15
  from
• 20:16
  or
• 20:16
  see
• 20:16
  or
• 20:17
  who
• 20:17
  you
• 20:17
  want
• 20:17
  to
• 20:18
  see.
• 20:18
  You.
• 20:19
  So
• 20:19
  if
• 20:19
  I
• 20:19
  was
• 20:19
  like,
• 20:20
  if
• 20:20
  I
• 20:20
  was
• 20:20
  someone
• 20:20
  signing
• 20:20
  out,
• 20:21
  if
• 20:21
  I
• 20:21
  was
• 20:21
  in
• 20:21
  a
• 20:21
  career
• 20:21
  and
• 20:21
  I
• 20:21
  was
• 20:22
  starting
• 20:22
  to
• 20:22
  build
• 20:22
  stuff,
• 20:22
  I
• 20:22
  wouldn't
• 20:23
  be
• 20:23
  jumping
• 20:23
  on
• 20:23
  Instagram
• 20:23
  straight
• 20:24
  away.
• 20:24
  Like,
• 20:25
  I
• 20:25
  just
• 20:25
  think
• 20:25
  that's
• 20:25
  way
• 20:25
  too
• 20:26
  hard.
• 20:26
  Like,
• 20:26
  making
• 20:27
  content
• 20:27
  that
• 20:27
  connects
• 20:28
  on
• 20:28
  Instagram
• 20:28
  is
• 20:29
  So
• 20:29
  much
• 20:29
  harder.
• 20:30
  You
• 20:30
  know,
• 20:30
  most
• 20:30
  people
• 20:31
  can't
• 20:31
  do
• 20:31
  it.
• 20:32
  Most
• 20:32
  people
• 20:33
  overthink
• 20:33
  it
• 20:33
  or
• 20:33
  they
• 20:34
  try
• 20:34
  to
• 20:34
  copy
• 20:34
  stuff
• 20:35
  and.
• 20:35
  But
• 20:35
  don't
• 20:35
  understand
• 20:36
  how
• 20:36
  to
• 20:36
  copy
• 20:36
  properly.
• 20:37
  You
• 20:37
  know,
• 20:37
  they
• 20:37
  just
• 20:38
  regurgitate
• 20:39
  the
• 20:39
  same
• 20:39
  stuff
• 20:39
  as
• 20:39
  opposed
• 20:40
  to
• 20:40
  like
• 20:40
  putting
• 20:40
  their
• 20:40
  take
• 20:41
  on
• 20:41
  things.
• 20:41
  Yeah.
• 20:42
  Whereas
• 20:42
  inspiration
• 20:43
  rather
• 20:43
  than
• 20:43
  copying.
• 20:44
  Exactly.
• 20:44
  Right.
• 20:44
  Like
• 20:45
  it's
• 20:45
  a
• 20:45
  remix
• 20:46
  rather
• 20:46
  than
• 20:46
  just
• 20:46
  a
• 20:47
  straight
• 20:47
  copy.
• 20:48
  Whereas
• 20:48
  at
• 20:48
  LinkedIn,
• 20:48
  I
• 20:48
  think
• 20:49
  you
• 20:49
  can
• 20:49
  just
• 20:49
  share,
• 20:49
  like,
• 20:49
  you
• 20:50
  know,
• 20:50
  if
• 20:50
  you're
• 20:50
  a
• 20:50
  professional
• 20:51
  and
• 20:51
  you
• 20:51
  go
• 20:51
  into
• 20:52
  an
• 20:52
  event
• 20:52
  or,
• 20:53
  you
• 20:53
  know,
• 20:53
  you're.
• 20:54
  You're
• 20:54
  doing
• 20:54
  certain
• 20:54
  things,
• 20:55
  you
• 20:55
  can
• 20:55
  just
• 20:55
  share
• 20:55
  these
• 20:55
  stories.
• 20:55
  Like
• 20:56
  the
• 20:56
  reporter
• 20:56
  methodology
• 20:57
  that
• 20:57
  I
• 20:57
  talked
• 20:57
  about
• 20:58
  before,
• 20:59
  that's
• 20:59
  so
• 20:59
  easy
• 21:00
  to
• 21:00
  do.
• 21:00
  You
• 21:00
  don't
• 21:00
  have
• 21:01
  to
• 21:01
  put
• 21:01
  out
• 21:01
  content
• 21:01
  every
• 21:01
  day
• 21:02
  when
• 21:02
  you
• 21:02
  first
• 21:02
  start,
• 21:02
  like
• 21:03
  I
• 21:03
  do.
• 21:03
  But
• 21:04
  there's
• 21:05
  always
• 21:05
  something
• 21:05
  going
• 21:06
  on
• 21:06
  in
• 21:06
  your
• 21:06
  career
• 21:06
  or
• 21:07
  your
• 21:07
  job
• 21:07
  that
• 21:07
  you
• 21:08
  could
• 21:08
  probably
• 21:08
  share.
• 21:09
  The
• 21:09
  flip
• 21:09
  side
• 21:09
  that
• 21:10
  I
• 21:10
  have
• 21:10
  been
• 21:10
  wondering
• 21:10
  about
• 21:11
  is
• 21:11
  all
• 21:11
  attention,
• 21:11
  good
• 21:11
  attention,.
• 21:14
  If
• 21:14
  you
• 21:14
  ask
• 21:14
  me.
• 21:14
  Probably,
• 21:15
  yes.
• 21:16
  But
• 21:17
  I
• 21:17
  get
• 21:17
  why
• 21:17
  people
• 21:18
  might
• 21:18
  not
• 21:18
  think
• 21:19
  so,
• 21:20
  because
• 21:20
  there
• 21:21
  is
• 21:21
  this
• 21:21
  idea
• 21:21
  of
• 21:23
  cancel
• 21:23
  culture
• 21:23
  and
• 21:24
  people
• 21:25
  saying
• 21:25
  things
• 21:25
  that
• 21:25
  are.
• 21:27
  You
• 21:27
  get
• 21:27
  sort
• 21:27
  of
• 21:27
  bad
• 21:28
  publicity
• 21:28
  on
• 21:28
  different
• 21:29
  things,
• 21:29
  and
• 21:29
  maybe
• 21:29
  that's
• 21:30
  not
• 21:30
  good,
• 21:30
  but
• 21:31
  that
• 21:31
  old
• 21:32
  adage
• 21:32
  of
• 21:32
  all
• 21:33
  publicity
• 21:33
  is
• 21:33
  good
• 21:33
  publicity,
• 21:34
  I
• 21:34
  think
• 21:34
  still
• 21:35
  holds
• 21:35
  true
• 21:36
  as
• 21:36
  long
• 21:37
  as
• 21:37
  you
• 21:37
  like.
• 21:38
  If
• 21:38
  you're
• 21:38
  getting
• 21:39
  bad
• 21:39
  publicity
• 21:39
  and
• 21:40
  it's
• 21:40
  for
• 21:40
  the
• 21:40
  wrong
• 21:41
  reasons,
• 21:42
  as
• 21:42
  in
• 21:43
  it
• 21:43
  isn't
• 21:44
  really
• 21:44
  who
• 21:44
  you
• 21:44
  are
• 21:45
  and
• 21:46
  you've
• 21:46
  just
• 21:46
  been
• 21:46
  misinterpreted
• 21:47
  some
• 21:47
  sort,
• 21:48
  I
• 21:48
  think
• 21:48
  that's
• 21:49
  bad
• 21:49
  because
• 21:50
  you're
• 21:50
  now
• 21:50
  being
• 21:50
  painted
• 21:51
  with
• 21:51
  a
• 21:51
  brush
• 21:51
  that
• 21:51
  you
• 21:52
  can't
• 21:52
  back
• 21:52
  up
• 21:52
  as
• 21:52
  being
• 21:53
  like
• 21:53
  that.
• 21:53
  So
• 21:54
  you'd
• 21:54
  say
• 21:54
  sort
• 21:54
  of
• 21:54
  if
• 21:54
  you're
• 21:55
  saying
• 21:55
  things,
• 21:55
  but
• 21:55
  you're
• 21:56
  kind
• 21:56
  of
• 21:56
  miscommunicating
• 21:57
  it
• 21:57
  and
• 21:57
  misrepresenting
• 21:58
  yourself.
• 21:58
  Yeah.
• 21:59
  And
• 21:59
  then
• 21:59
  you
• 21:59
  get
• 22:00
  tainted
• 22:00
  with
• 22:00
  that
• 22:00
  brush.
• 22:02
  It's
• 22:02
  hard
• 22:02
  to
• 22:03
  lean
• 22:03
  into
• 22:03
  that
• 22:03
  because
• 22:04
  it's
• 22:04
  not
• 22:04
  who
• 22:04
  you
• 22:04
  really
• 22:04
  are.
• 22:05
  You've
• 22:05
  just
• 22:05
  been,
• 22:05
  you
• 22:05
  know,
• 22:06
  misheard
• 22:07
  or
• 22:07
  misrepresented.
• 22:08
  And
• 22:09
  so.
• 22:09
  But
• 22:10
  if
• 22:10
  you
• 22:10
  are
• 22:10
  getting
• 22:11
  bad
• 22:11
  negative
• 22:11
  press,
• 22:11
  but
• 22:12
  that
• 22:12
  is
• 22:12
  you,
• 22:13
  and
• 22:13
  you
• 22:13
  can
• 22:13
  lean
• 22:13
  into
• 22:14
  it,
• 22:14
  it
• 22:14
  might
• 22:14
  be
• 22:15
  fine.
• 22:15
  I
• 22:15
  mean,
• 22:16
  the
• 22:16
  worst
• 22:17
  example
• 22:17
  of
• 22:17
  this
• 22:18
  being
• 22:18
  true
• 22:18
  is
• 22:18
  Kanye
• 22:19
  West.
• 22:20
  Like,
• 22:20
  he
• 22:20
  is
• 22:20
  terrible
• 22:21
  brand
• 22:21
  at
• 22:21
  the
• 22:21
  moment.
• 22:22
  Right.
• 22:22
  Like
• 22:22
  for
• 22:23
  a
• 22:23
  long
• 22:23
  time.
• 22:23
  But
• 22:24
  he's
• 22:24
  still.
• 22:25
  He's
• 22:25
  still
• 22:26
  got
• 22:26
  a
• 22:26
  very
• 22:26
  loyal
• 22:26
  audience
• 22:27
  who
• 22:27
  all
• 22:27
  still
• 22:27
  buys
• 22:28
  his
• 22:28
  stuff.
• 22:28
  Like,
• 22:28
  it's
• 22:29
  crazy
• 22:29
  how
• 22:29
  many
• 22:29
  people
• 22:29
  still
• 22:30
  follow
• 22:30
  him
• 22:30
  and
• 22:30
  like
• 22:30
  sell
• 22:31
  out
• 22:31
  his
• 22:31
  crazy
• 22:32
  racist
• 22:32
  stuff
• 22:32
  that
• 22:32
  he
• 22:33
  does.
• 22:33
  Right.
• 22:33
  But
• 22:33
  that's
• 22:34
  an
• 22:34
  example
• 22:34
  of
• 22:34
  the
• 22:34
  extreme.
• 22:36
  Very
• 22:37
  few
• 22:37
  people
• 22:37
  listen
• 22:37
  to
• 22:37
  this
• 22:38
  podcast
• 22:38
  is
• 22:38
  going
• 22:38
  to
• 22:38
  be
• 22:38
  that
• 22:38
  level
• 22:39
  of
• 22:39
  extreme.
• 22:39
  Right.
• 22:40
  I
• 22:40
  really
• 22:40
  hope.
• 22:40
  I
• 22:41
  really
• 22:41
  hope
• 22:41
  so.
• 22:41
  It'd
• 22:42
  be
• 22:42
  funny
• 22:42
  if
• 22:42
  you
• 22:42
  had
• 22:42
  that
• 22:43
  audience
• 22:43
  on
• 22:43
  your
• 22:43
  podcast.
• 22:44
  It
• 22:44
  would
• 22:44
  be
• 22:44
  unexpected.
• 22:45
  Yeah,
• 22:45
  it
• 22:45
  would
• 22:45
  be
• 22:45
  very
• 22:46
  unexpected
• 22:46
  if
• 22:46
  that
• 22:46
  was
• 22:47
  your
• 22:47
  audience.
• 22:47
  And
• 22:47
  so
• 22:47
  what
• 22:48
  I
• 22:48
  say,
• 22:48
  for
• 22:49
  small
• 22:49
  businesses,
• 22:50
  you're
• 22:50
  not
• 22:51
  these
• 22:51
  huge,
• 22:51
  massive
• 22:52
  things.
• 22:52
  So
• 22:52
  you're
• 22:53
  never
• 22:53
  going
• 22:53
  to
• 22:53
  have
• 22:53
  such
• 22:53
  a
• 22:53
  fallout.
• 22:54
  That
• 22:54
  is
• 22:54
  going
• 22:54
  to
• 22:54
  be
• 22:54
  a
• 22:55
  big
• 22:55
  deal.
• 22:55
  You're
• 22:56
  just
• 22:56
  going
• 22:56
  to
• 22:56
  say
• 22:56
  something
• 22:57
  that,
• 22:58
  um,
• 22:58
  you
• 22:59
  believe
• 22:59
  in
• 22:59
  that
• 22:59
  other
• 22:59
  people
• 23:00
  don't.
• 23:00
  And
• 23:00
  you'll
• 23:01
  get
• 23:01
  a
• 23:01
  few
• 23:01
  hate
• 23:01
  comments.
• 23:02
  Just
• 23:03
  push
• 23:03
  on
• 23:03
  through.
• 23:04
  Like
• 23:04
  you
• 23:05
  saying
• 23:05
  one
• 23:05
  little
• 23:05
  thing
• 23:06
  and
• 23:06
  having
• 23:06
  like
• 23:06
  three
• 23:07
  people
• 23:07
  go,
• 23:07
  I
• 23:07
  disagree
• 23:08
  with
• 23:08
  you,
• 23:08
  is
• 23:08
  just
• 23:09
  nothing
• 23:09
  to
• 23:09
  be
• 23:09
  worried
• 23:09
  about.
• 23:10
  So
• 23:10
  therefore,
• 23:11
  like
• 23:11
  when
• 23:11
  you
• 23:12
  ask,
• 23:12
  is
• 23:12
  all
• 23:12
  publicity
• 23:13
  good
• 23:13
  publicly?
• 23:14
  It
• 23:14
  was
• 23:14
  all
• 23:14
  attention.
• 23:14
  Good
• 23:15
  attention.
• 23:15
  Yeah,
• 23:16
  I
• 23:16
  think
• 23:16
  so.
• 23:16
  Like,
• 23:16
  the
• 23:17
  more
• 23:17
  people
• 23:17
  who
• 23:17
  know
• 23:17
  you,
• 23:18
  the
• 23:18
  better.
• 23:19
  And
• 23:19
  because
• 23:19
  you
• 23:20
  can
• 23:20
  only
• 23:20
  ever
• 23:20
  service
• 23:21
  so
• 23:21
  much
• 23:21
  of
• 23:21
  a
• 23:21
  market
• 23:22
  anyway,
• 23:22
  you're
• 23:23
  going
• 23:23
  to
• 23:23
  attract
• 23:23
  the
• 23:23
  people
• 23:24
  that
• 23:24
  are
• 23:24
  right
• 23:24
  for
• 23:24
  you
• 23:25
  if
• 23:25
  you
• 23:25
  put
• 23:25
  yourself
• 23:25
  out
• 23:26
  there.
• 23:27
  That's
• 23:27
  exactly
• 23:28
  what
• 23:28
  I
• 23:28
  was
• 23:28
  just
• 23:28
  thinking.
• 23:29
  It's
• 23:29
  that
• 23:29
  real
• 23:30
  thing
• 23:30
  of
• 23:30
  you
• 23:30
  want
• 23:31
  to
• 23:31
  feel
• 23:31
  an
• 23:31
  alignment
• 23:32
  of
• 23:32
  the
• 23:32
  people
• 23:33
  you
• 23:33
  work
• 23:33
  with.
• 23:33
  If
• 23:34
  you're
• 23:34
  trying
• 23:34
  to
• 23:35
  work
• 23:35
  with
• 23:35
  people
• 23:35
  just
• 23:35
  for
• 23:35
  the
• 23:36
  check.
• 23:36
  But
• 23:37
  it's
• 23:37
  not
• 23:37
  an
• 23:38
  alignment
• 23:38
  and
• 23:39
  it's
• 23:39
  not
• 23:39
  a
• 23:39
  fit.
• 23:39
  It's
• 23:39
  actually
• 23:40
  painful
• 23:40
  for
• 23:41
  both
• 23:41
  sides
• 23:41
  because
• 23:42
  you're
• 23:42
  trying
• 23:42
  to
• 23:42
  deliver
• 23:42
  something,
• 23:43
  they're
• 23:44
  not
• 23:44
  loving
• 23:44
  it.
• 23:44
  You're
• 23:45
  trying
• 23:45
  to
• 23:45
  make
• 23:45
  it
• 23:45
  work.
• 23:46
  It's
• 23:46
  not
• 23:46
  going
• 23:46
  great.
• 23:48
  That's
• 23:48
  so
• 23:48
  hard.
• 23:50
  It's
• 23:50
  just
• 23:50
  not
• 23:50
  great.
• 23:52
  Um,
• 23:52
  whereas
• 23:53
  if
• 23:53
  you
• 23:53
  sort
• 23:54
  of
• 23:54
  put
• 23:54
  yourself
• 23:54
  out
• 23:55
  there
• 23:55
  as
• 23:56
  truly
• 23:57
  who
• 23:57
  you
• 23:57
  are
• 23:58
  and
• 23:59
  you're,
• 24:00
  you're
• 24:00
  honest
• 24:00
  about
• 24:01
  how
• 24:01
  you
• 24:01
  work
• 24:01
  and,
• 24:02
  and
• 24:02
  what
• 24:02
  you
• 24:02
  value
• 24:02
  and
• 24:03
  what
• 24:03
  you
• 24:03
  think
• 24:03
  is
• 24:04
  good,
• 24:05
  you're
• 24:05
  going
• 24:05
  to
• 24:05
  find
• 24:05
  your
• 24:06
  people.
• 24:06
  You're
• 24:06
  also
• 24:06
  going
• 24:06
  to
• 24:06
  find
• 24:06
  your
• 24:07
  people
• 24:07
  who
• 24:07
  aren't
• 24:07
  your
• 24:07
  people.
• 24:08
  But
• 24:08
  sometimes
• 24:09
  being
• 24:09
  bland
• 24:10
  can
• 24:10
  make
• 24:10
  people
• 24:10
  think
• 24:11
  that
• 24:11
  you're
• 24:11
  not
• 24:12
  each
• 24:12
  other's
• 24:12
  people.
• 24:13
  And
• 24:13
  that
• 24:13
  might
• 24:13
  not
• 24:13
  actually
• 24:14
  be
• 24:14
  true
• 24:14
  to
• 24:14
  you.
• 24:14
  You
• 24:14
  might
• 24:14
  be
• 24:14
  trying
• 24:15
  to
• 24:15
  be
• 24:15
  bland,
• 24:15
  to
• 24:16
  appeal
• 24:16
  to
• 24:16
  everyone,
• 24:17
  and
• 24:18
  you're
• 24:18
  cutting
• 24:18
  yourself
• 24:19
  off
• 24:19
  from
• 24:19
  people
• 24:19
  who
• 24:19
  are
• 24:20
  your
• 24:20
  ideal
• 24:20
  clients.
• 24:21
  Because
• 24:21
  that's
• 24:21
  not
• 24:21
  you,
• 24:22
  right?
• 24:22
  Absolutely.
• 24:23
  When
• 24:24
  you're
• 24:24
  trying
• 24:24
  to
• 24:24
  put
• 24:24
  yourself
• 24:24
  out
• 24:24
  there,
• 24:25
  if
• 24:25
  you.
• 24:26
  On
• 24:27
  the
• 24:27
  digital
• 24:27
  platform,
• 24:27
  at
• 24:28
  least
• 24:28
  digital
• 24:28
  platforms,
• 24:29
  when
• 24:29
  you
• 24:29
  talk
• 24:30
  about
• 24:30
  being
• 24:30
  bland,
• 24:31
  the
• 24:32
  way
• 24:32
  I
• 24:32
  kind
• 24:32
  of
• 24:32
  think
• 24:32
  of
• 24:32
  it
• 24:32
  is
• 24:33
  like
• 24:33
  when
• 24:33
  you
• 24:33
  play
• 24:33
  the
• 24:33
  safe
• 24:34
  in
• 24:34
  the
• 24:34
  middle
• 24:34
  is
• 24:34
  what
• 24:35
  you're
• 24:35
  kind
• 24:35
  of
• 24:35
  doing.
• 24:35
  You're
• 24:36
  trying
• 24:36
  to
• 24:37
  cover
• 24:37
  all
• 24:37
  your
• 24:37
  bases
• 24:37
  and
• 24:38
  hedging
• 24:38
  your
• 24:38
  bets
• 24:38
  a
• 24:38
  little
• 24:39
  bit.
• 24:39
  People
• 24:39
  don't
• 24:39
  realize
• 24:40
  when
• 24:40
  you
• 24:40
  do
• 24:40
  that
• 24:40
  on
• 24:41
  content,
• 24:42
  it
• 24:42
  means
• 24:42
  nothing.
• 24:43
  People
• 24:43
  watch
• 24:43
  that
• 24:44
  sort
• 24:44
  of
• 24:44
  content
• 24:44
  and
• 24:44
  just.
• 24:45
  They
• 24:45
  don't
• 24:45
  even
• 24:45
  watch
• 24:45
  it.
• 24:46
  They've
• 24:46
  just
• 24:46
  already
• 24:47
  scrolled
• 24:47
  on
• 24:47
  by
• 24:48
  that
• 24:48
  sort
• 24:48
  of
• 24:48
  content
• 24:49
  is
• 24:49
  like
• 24:49
  the
• 24:50
  wor
• 24:50
  is
• 24:50
  actually
• 24:51
  probably
• 24:51
  when
• 24:52
  you
• 24:52
  say,
• 24:52
  is
• 24:52
  there
• 24:52
  anything
• 24:53
  is
• 24:53
  bad?
• 24:53
  Attention.
• 24:53
  It's
• 24:54
  bad.
• 24:54
  It's
• 24:54
  like
• 24:54
  I
• 24:55
  didn't
• 24:55
  even
• 24:55
  hold
• 24:56
  it.
• 24:56
  It's
• 24:57
  like
• 24:57
  the
• 24:57
  summation
• 24:58
  of
• 24:58
  meh.
• 24:59
  You
• 24:59
  know,
• 25:00
  like,
• 25:00
  it's
• 25:01
  just
• 25:01
  so
• 25:01
  I'm.
• 25:02
  Indifference.
• 25:03
  Indifference
• 25:03
  is
• 25:03
  a
• 25:04
  terrible
• 25:04
  place
• 25:04
  to
• 25:04
  be.
• 25:05
  If
• 25:05
  people
• 25:05
  are
• 25:05
  just
• 25:06
  indifferent
• 25:06
  about
• 25:06
  you
• 25:06
  and
• 25:06
  your
• 25:07
  brand,
• 25:07
  you've
• 25:08
  got
• 25:08
  nothing.
• 25:08
  If
• 25:09
  they
• 25:09
  hate
• 25:09
  you,
• 25:10
  there's
• 25:10
  probably
• 25:11
  more
• 25:11
  people
• 25:11
  who
• 25:12
  love
• 25:12
  you.
• 25:12
  Actually,
• 25:13
  this
• 25:13
  is
• 25:13
  quite
• 25:13
  funny.
• 25:14
  Is
• 25:14
  the
• 25:14
  new
• 25:15
  America's
• 25:15
  Next
• 25:15
  Top
• 25:15
  Model
• 25:16
  documentary
• 25:16
  and
• 25:16
  on
• 25:16
  Netflix.
• 25:16
  I
• 25:17
  haven't
• 25:17
  seen
• 25:17
  it
• 25:17
  yet.
• 25:17
  No,
• 25:18
  you
• 25:18
  gotta
• 25:18
  watch
• 25:18
  it.
• 25:18
  Is
• 25:19
  it.
• 25:19
  You
• 25:19
  gotta
• 25:19
  watch
• 25:20
  it.
• 25:20
  As
• 25:21
  someone
• 25:21
  who
• 25:21
  was
• 25:21
  a
• 25:21
  dedicated
• 25:22
  Top
• 25:22
  Model
• 25:23
  watcher
• 25:23
  all
• 25:23
  through
• 25:23
  my
• 25:24
  teen
• 25:24
  years,
• 25:25
  this
• 25:25
  was
• 25:25
  reliving
• 25:26
  some
• 25:26
  things
• 25:26
  and
• 25:26
  being
• 25:27
  like,
• 25:27
  wow,
• 25:28
  no
• 25:28
  wonder
• 25:28
  every
• 25:28
  woman
• 25:29
  I
• 25:29
  know
• 25:29
  has
• 25:29
  problems
• 25:30
  with
• 25:30
  body
• 25:30
  image.
• 25:32
  The
• 25:32
  point
• 25:32
  I
• 25:32
  am
• 25:32
  making
• 25:33
  is
• 25:34
  Tyra
• 25:34
  herself,
• 25:35
  I
• 25:36
  think
• 25:36
  comes
• 25:36
  off
• 25:36
  the
• 25:36
  worst
• 25:37
  in
• 25:37
  the
• 25:37
  entire
• 25:38
  doco.
• 25:38
  And
• 25:38
  they've
• 25:39
  got
• 25:39
  a
• 25:39
  lot
• 25:39
  of
• 25:39
  people
• 25:40
  who
• 25:40
  were
• 25:41
  intimately
• 25:41
  involved
• 25:42
  with
• 25:42
  some
• 25:42
  things
• 25:42
  that
• 25:43
  went
• 25:43
  wrong
• 25:44
  that
• 25:44
  really
• 25:44
  shouldn't
• 25:45
  have
• 25:45
  happened.
• 25:45
  You
• 25:45
  know,
• 25:45
  early
• 25:46
  days
• 25:46
  of
• 25:46
  reality
• 25:46
  tv,
• 25:47
  Wild
• 25:47
  west
• 25:47
  shouldn't
• 25:48
  have
• 25:48
  happened.
• 25:48
  Yeah,
• 25:49
  but
• 25:49
  some
• 25:49
  of
• 25:49
  the
• 25:50
  other
• 25:50
  people
• 25:50
  were
• 25:50
  like,
• 25:51
  yeah,
• 25:51
  I
• 25:51
  look
• 25:51
  back
• 25:52
  at
• 25:52
  that,
• 25:52
  I'm
• 25:52
  horrified.
• 25:53
  I
• 25:53
  shouldn't
• 25:53
  have
• 25:53
  done
• 25:53
  that.
• 25:54
  It's
• 25:54
  terrible.
• 25:56
  Tyra,
• 25:57
  I
• 25:57
  think,
• 25:57
  is
• 25:57
  a
• 25:57
  really
• 25:58
  good
• 25:58
  example
• 25:58
  of
• 25:59
  your
• 25:59
  playing
• 25:59
  the
• 25:59
  middle,
• 26:00
  playing
• 26:00
  it
• 26:00
  safe,
• 26:01
  where
• 26:01
  she
• 26:01
  turns
• 26:02
  around
• 26:02
  and
• 26:02
  is
• 26:02
  like,
• 26:02
  oh,
• 26:03
  that.
• 26:04
  Hmm.
• 26:05
  I
• 26:05
  wasn't
• 26:06
  really
• 26:06
  involved
• 26:06
  in
• 26:06
  production
• 26:07
  decisions.
• 26:08
  I
• 26:09
  don't
• 26:09
  know.
• 26:09
  She
• 26:09
  seemed
• 26:10
  like
• 26:10
  a
• 26:10
  nice
• 26:10
  guy.
• 26:10
  She
• 26:11
  comes
• 26:11
  across
• 26:11
  very
• 26:12
  inauthentic.
• 26:13
  She's
• 26:14
  not
• 26:14
  copping
• 26:14
  to
• 26:15
  it.
• 26:15
  And
• 26:16
  I
• 26:16
  think
• 26:16
  I'd
• 26:16
  have
• 26:16
  had
• 26:17
  more
• 26:17
  respect
• 26:17
  for
• 26:17
  it
• 26:18
  even
• 26:18
  if
• 26:18
  she'd
• 26:18
  have
• 26:18
  turned
• 26:18
  around
• 26:19
  and
• 26:19
  said,
• 26:19
  you
• 26:19
  know
• 26:20
  what?
• 26:20
  That
• 26:20
  was
• 26:20
  reality
• 26:21
  tv,
• 26:21
  and
• 26:21
  we
• 26:21
  did
• 26:21
  what
• 26:21
  we
• 26:21
  had
• 26:22
  to
• 26:22
  do,
• 26:22
  and
• 26:23
  it
• 26:23
  was
• 26:23
  the
• 26:23
  world's
• 26:23
  biggest
• 26:24
  show,
• 26:24
  and
• 26:24
  what
• 26:24
  do
• 26:24
  you
• 26:24
  want
• 26:25
  to
• 26:25
  do
• 26:25
  about
• 26:25
  it?
• 26:26
  And
• 26:26
  I
• 26:26
  still
• 26:27
  wouldn't
• 26:27
  have
• 26:27
  agreed
• 26:27
  with
• 26:27
  her.
• 26:27
  No.
• 26:28
  And
• 26:28
  I
• 26:29
  think
• 26:29
  it's
• 26:29
  that
• 26:29
  real
• 26:29
  classic
• 26:30
  example
• 26:30
  of
• 26:30
  trying
• 26:30
  to
• 26:30
  play
• 26:31
  the
• 26:31
  metal,
• 26:31
  trying
• 26:31
  to
• 26:31
  be
• 26:31
  what
• 26:32
  she
• 26:32
  thinks
• 26:32
  people
• 26:32
  want
• 26:32
  from
• 26:33
  her.
• 26:34
  And
• 26:34
  it
• 26:34
  reads
• 26:34
  so
• 26:34
  inauthentic.
• 26:35
  And
• 26:35
  I
• 26:36
  think
• 26:36
  now
• 26:36
  we
• 26:36
  are
• 26:36
  so
• 26:36
  saturated
• 26:38
  in
• 26:38
  the
• 26:38
  online
• 26:38
  world
• 26:39
  and
• 26:39
  reality
• 26:40
  and
• 26:40
  documentary
• 26:40
  and
• 26:40
  yada
• 26:41
  yada,
• 26:41
  that
• 26:41
  reading
• 26:42
  inauthentic.
• 26:42
  We're
• 26:43
  primed
• 26:43
  to
• 26:43
  reject
• 26:44
  that.
• 26:45
  And
• 26:45
  I
• 26:46
  think,
• 26:46
  like,
• 26:46
  obviously
• 26:46
  she's
• 26:47
  Tyra
• 26:47
  Banks.
• 26:47
  Like,
• 26:47
  she
• 26:48
  has
• 26:48
  no
• 26:48
  idea
• 26:48
  I
• 26:48
  exist.
• 26:49
  And
• 26:49
  I'm
• 26:49
  sure
• 26:49
  a
• 26:50
  lot
• 26:50
  of
• 26:50
  her
• 26:50
  career
• 26:51
  objectives
• 26:51
  do
• 26:51
  not
• 26:51
  align
• 26:52
  with
• 26:52
  mine.
• 26:53
  But
• 26:54
  I
• 26:54
  think
• 26:54
  the
• 26:54
  lesson
• 26:55
  for
• 26:55
  the
• 26:55
  rest
• 26:55
  of
• 26:55
  us
• 26:55
  is
• 26:56
  that
• 26:56
  people
• 26:56
  really
• 26:56
  read
• 26:57
  inauthenticity,
• 26:59
  really
• 26:59
  Fast.
• 27:00
  And
• 27:00
  it's
• 27:00
  better
• 27:00
  to
• 27:01
  be
• 27:01
  yourself,
• 27:01
  even
• 27:02
  if
• 27:02
  yourself
• 27:02
  is
• 27:02
  imperfect.
• 27:03
  I
• 27:03
  think.
• 27:04
  Don't
• 27:04
  you?
• 27:04
  I
• 27:04
  think
• 27:04
  so
• 27:04
  too.
• 27:05
  I
• 27:05
  think
• 27:05
  it's
• 27:05
  about
• 27:05
  conviction,
• 27:06
  right?
• 27:07
  Like,
• 27:07
  I
• 27:07
  think,
• 27:07
  like
• 27:08
  when
• 27:08
  you,
• 27:08
  when
• 27:08
  you
• 27:08
  say
• 27:09
  that,
• 27:09
  it
• 27:09
  tells
• 27:09
  me,
• 27:09
  like,
• 27:10
  she
• 27:10
  has
• 27:10
  no
• 27:10
  conviction.
• 27:11
  On
• 27:11
  what?
• 27:11
  On
• 27:11
  anything
• 27:12
  at
• 27:12
  the
• 27:12
  moment.
• 27:12
  And
• 27:13
  that
• 27:13
  that
• 27:13
  is
• 27:14
  so
• 27:14
  inauthentic,
• 27:15
  because
• 27:15
  she
• 27:15
  probably
• 27:15
  does.
• 27:16
  She's
• 27:16
  just
• 27:16
  not
• 27:17
  giving
• 27:17
  it
• 27:17
  to
• 27:17
  us.
• 27:17
  And
• 27:18
  we
• 27:18
  know
• 27:18
  that
• 27:18
  because
• 27:18
  we
• 27:19
  all,
• 27:19
  we
• 27:19
  all
• 27:20
  have
• 27:20
  some,
• 27:20
  like,
• 27:21
  strong
• 27:21
  feelings
• 27:21
  about
• 27:22
  these
• 27:22
  things
• 27:22
  that
• 27:22
  we
• 27:22
  see.
• 27:23
  And
• 27:23
  when
• 27:24
  you
• 27:24
  see
• 27:24
  the
• 27:24
  person
• 27:24
  at
• 27:24
  the
• 27:24
  middle
• 27:25
  of
• 27:25
  it
• 27:25
  not
• 27:25
  have
• 27:25
  any
• 27:26
  feelings,
• 27:26
  strong
• 27:26
  opinions
• 27:26
  or
• 27:27
  conviction
• 27:27
  on
• 27:27
  it,
• 27:27
  you're
• 27:27
  like,
• 27:28
  well,
• 27:28
  you're
• 27:28
  obviously
• 27:28
  full
• 27:28
  of
• 27:28
  it.
• 27:29
  And
• 27:29
  I
• 27:29
  think
• 27:29
  that's
• 27:29
  like
• 27:30
  the
• 27:30
  thing
• 27:30
  about
• 27:30
  personal
• 27:30
  brand,
• 27:31
  like
• 27:31
  we
• 27:31
  said,
• 27:32
  it
• 27:32
  is
• 27:32
  just
• 27:33
  a
• 27:33
  digital
• 27:33
  representation
• 27:34
  of
• 27:34
  your
• 27:34
  normal
• 27:35
  reputation.
• 27:36
  That
• 27:36
  in
• 27:37
  life,
• 27:37
  when
• 27:37
  we
• 27:37
  meet
• 27:37
  people
• 27:37
  and
• 27:38
  they
• 27:38
  don't
• 27:38
  have
• 27:38
  conviction,
• 27:39
  where
• 27:39
  they
• 27:39
  sort
• 27:40
  of
• 27:40
  play
• 27:40
  the
• 27:40
  middle
• 27:40
  and
• 27:40
  they
• 27:41
  play
• 27:41
  it
• 27:41
  safe
• 27:41
  and
• 27:42
  they
• 27:42
  don't
• 27:42
  choose
• 27:43
  a
• 27:43
  path
• 27:43
  or
• 27:43
  they
• 27:44
  sit
• 27:44
  on
• 27:44
  a
• 27:44
  fence,
• 27:44
  we
• 27:45
  don't
• 27:45
  like
• 27:45
  that.
• 27:46
  We
• 27:46
  don't
• 27:46
  like
• 27:46
  that
• 27:47
  about
• 27:47
  people.
• 27:47
  We
• 27:48
  prefer
• 27:48
  people
• 27:48
  who
• 27:48
  are
• 27:49
  like,
• 27:49
  imagine
• 27:50
  if
• 27:50
  you
• 27:50
  had
• 27:50
  a
• 27:50
  leader
• 27:51
  or
• 27:51
  CEO
• 27:51
  of
• 27:52
  a
• 27:52
  business
• 27:52
  who's
• 27:52
  constantly
• 27:52
  like,
• 27:53
  what
• 27:53
  do
• 27:53
  you
• 27:53
  think?
• 27:54
  Like,
• 27:54
  you
• 27:54
  know,
• 27:54
  at
• 27:55
  Some
• 27:55
  point
• 27:55
  the
• 27:55
  CEOs
• 27:55
  got
• 27:55
  to
• 27:55
  step
• 27:56
  up
• 27:56
  and
• 27:56
  be
• 27:56
  like,
• 27:57
  take
• 27:57
  the
• 27:57
  lead,
• 27:57
  mate.
• 27:57
  Like,
• 27:57
  I
• 27:58
  need
• 27:58
  you.
• 27:58
  We're
• 27:58
  all
• 27:59
  lost
• 27:59
  here.
• 27:59
  Like,
• 27:59
  I
• 28:00
  need
• 28:00
  your
• 28:00
  help.
• 28:00
  And
• 28:01
  so
• 28:01
  that
• 28:01
  conviction
• 28:02
  piece,
• 28:02
  I
• 28:02
  think,
• 28:02
  is
• 28:02
  just
• 28:02
  a
• 28:03
  great
• 28:03
  trait
• 28:03
  that
• 28:04
  we
• 28:04
  love
• 28:04
  in
• 28:04
  humans
• 28:05
  anyway.
• 28:06
  So
• 28:06
  if
• 28:06
  you're
• 28:06
  going
• 28:06
  to
• 28:06
  build
• 28:06
  a
• 28:07
  personal
• 28:07
  brand,
• 28:07
  you
• 28:07
  have
• 28:07
  to
• 28:07
  understand
• 28:08
  that
• 28:08
  you've
• 28:09
  got
• 28:09
  potentially
• 28:10
  thousands
• 28:10
  or
• 28:11
  tens
• 28:11
  or
• 28:11
  hundreds
• 28:11
  of
• 28:11
  thousands
• 28:12
  of
• 28:12
  people
• 28:12
  watching
• 28:12
  you.
• 28:13
  They
• 28:13
  don't
• 28:13
  know
• 28:14
  enough
• 28:14
  about
• 28:14
  you
• 28:14
  to
• 28:15
  know
• 28:15
  all
• 28:15
  the
• 28:15
  nuances,
• 28:16
  so
• 28:17
  they
• 28:17
  have
• 28:17
  to
• 28:17
  see
• 28:17
  your
• 28:18
  strong
• 28:18
  opinion.
• 28:19
  This
• 28:19
  episode
• 28:19
  of
• 28:19
  Making
• 28:20
  Sense
• 28:20
  is
• 28:20
  supported
• 28:21
  by
• 28:21
  Odoo
• 28:22
  because
• 28:22
  they're
• 28:22
  all
• 28:22
  about
• 28:23
  making
• 28:23
  business
• 28:23
  smarter,
• 28:24
  easier
• 28:25
  to
• 28:25
  manage
• 28:25
  and
• 28:26
  more
• 28:26
  affordable.
• 28:27
  Odoo
• 28:27
  is
• 28:27
  a
• 28:28
  software
• 28:28
  platform
• 28:28
  that
• 28:29
  gives
• 28:29
  you
• 28:29
  access
• 28:29
  to
• 28:29
  over
• 28:30
  70
• 28:31
  apps
• 28:31
  to
• 28:31
  help
• 28:32
  you
• 28:32
  manage
• 28:32
  your
• 28:32
  website,
• 28:33
  accounting,
• 28:34
  invoicing,
• 28:35
  sales,
• 28:35
  inventory
• 28:36
  and
• 28:36
  way
• 28:37
  more.
• 28:37
  But
• 28:38
  instead
• 28:38
  of
• 28:38
  death
• 28:38
  by
• 28:39
  a
• 28:39
  thousand
• 28:39
  cuts,
• 28:40
  where
• 28:40
  you
• 28:40
  pay
• 28:40
  for
• 28:41
  all
• 28:41
  of
• 28:41
  those
• 28:41
  apps
• 28:42
  individually,
• 28:42
  it's
• 28:43
  just
• 28:43
  one
• 28:43
  affordable
• 28:44
  subscription
• 28:45
  which
• 28:46
  starts
• 28:46
  from
• 28:46
  $34.40
• 28:48
  Aussie
• 28:48
  dollars
• 28:48
  per
• 28:49
  user
• 28:49
  per
• 28:49
  month.
• 28:50
  It's
• 28:50
  not
• 28:51
  just
• 28:51
  about
• 28:52
  the
• 28:52
  cost
• 28:52
  either.
• 28:53
  It's
• 28:53
  having
• 28:53
  all
• 28:54
  of
• 28:54
  those
• 28:54
  apps
• 28:55
  in
• 28:55
  one
• 28:55
  integrated
• 28:56
  dashboard
• 28:57
  to
• 28:57
  make
• 28:57
  your
• 28:57
  business
• 28:57
  or
• 28:58
  side
• 28:58
  hustle
• 28:58
  possible.
• 28:59
  Let
• 29:00
  your
• 29:00
  software
• 29:00
  work
• 29:01
  for
• 29:01
  you
• 29:01
  so
• 29:02
  you
• 29:02
  can
• 29:02
  handle
• 29:02
  the
• 29:03
  important
• 29:03
  stuff.
• 29:04
  Try
• 29:04
  Odoo
• 29:05
  for
• 29:05
  free
• 29:05
  for
• 29:05
  15
• 29:06
  days,
• 29:06
  no
• 29:07
  card
• 29:07
  details
• 29:07
  required.
• 29:08
  That's
• 29:09
  odoo.com
• 29:10
  for
• 29:11
  more.
• 29:11
  I
• 29:11
  think
• 29:12
  being
• 29:12
  a
• 29:13
  Certain
• 29:13
  level
• 29:13
  of
• 29:13
  visible
• 29:14
  can
• 29:15
  be
• 29:15
  useful
• 29:16
  for
• 29:16
  everyone's
• 29:17
  earning
• 29:17
  power.
• 29:18
  But
• 29:19
  the
• 29:19
  tactic
• 29:20
  I
• 29:20
  suspect
• 29:21
  might
• 29:21
  be
• 29:21
  slightly
• 29:21
  different
• 29:22
  depending
• 29:22
  on
• 29:22
  if
• 29:22
  you're
• 29:23
  sort
• 29:23
  of
• 29:25
  self
• 29:25
  employed
• 29:25
  or
• 29:26
  business
• 29:26
  owner
• 29:27
  versus
• 29:28
  an
• 29:28
  employee.
• 29:29
  Do
• 29:29
  you
• 29:29
  think
• 29:30
  it
• 29:30
  changes
• 29:30
  a
• 29:30
  bit?
• 29:31
  Everything
• 29:31
  about
• 29:32
  brand
• 29:33
  in
• 29:33
  any
• 29:33
  respect,
• 29:34
  personal
• 29:34
  brand,
• 29:34
  company
• 29:34
  brand,
• 29:35
  whatever
• 29:35
  it
• 29:35
  is,
• 29:35
  is
• 29:35
  based
• 29:36
  on
• 29:37
  your
• 29:37
  strategy
• 29:37
  should
• 29:38
  be
• 29:38
  based
• 29:38
  on
• 29:39
  goals.
• 29:40
  And
• 29:40
  it
• 29:40
  might
• 29:40
  seem
• 29:41
  real
• 29:41
  obvious,
• 29:41
  of
• 29:41
  course
• 29:42
  a
• 29:42
  strategy
• 29:42
  needs
• 29:43
  a
• 29:43
  goal
• 29:43
  behind
• 29:43
  it.
• 29:43
  But
• 29:44
  most
• 29:44
  people
• 29:44
  won't
• 29:44
  think
• 29:45
  like
• 29:45
  that.
• 29:45
  They'll
• 29:45
  just
• 29:45
  think,
• 29:45
  oh,
• 29:46
  I
• 29:46
  gotta
• 29:46
  build
• 29:46
  a
• 29:46
  big
• 29:46
  brand.
• 29:47
  But
• 29:47
  actually
• 29:48
  why
• 29:48
  are
• 29:48
  you
• 29:49
  building
• 29:49
  it?
• 29:49
  I
• 29:49
  was
• 29:50
  talking
• 29:50
  to
• 29:51
  the
• 29:51
  team
• 29:51
  who
• 29:52
  run
• 29:52
  the
• 29:53
  AUT
• 29:54
  sports
• 29:54
  and
• 29:54
  Rec
• 29:55
  Instagram
• 29:55
  page
• 29:56
  and
• 29:56
  they're
• 29:57
  like,
• 29:57
  okay,
• 29:57
  so
• 29:57
  we
• 29:57
  want
• 29:57
  to
• 29:57
  do
• 29:59
  blog
• 29:59
  on
• 29:59
  social
• 29:59
  media.
• 30:00
  And
• 30:00
  I
• 30:00
  was
• 30:00
  like,
• 30:00
  okay,
• 30:00
  why?
• 30:00
  And
• 30:01
  they're
• 30:01
  like,
• 30:01
  oh,
• 30:01
  because
• 30:01
  we
• 30:01
  want
• 30:01
  everyone
• 30:02
  at
• 30:02
  AUT
• 30:02
  actually
• 30:02
  know
• 30:03
  where
• 30:03
  we
• 30:03
  are.
• 30:03
  Because
• 30:03
  they
• 30:04
  don't.
• 30:05
  And
• 30:05
  I
• 30:05
  was
• 30:05
  like,
• 30:05
  okay,
• 30:06
  so
• 30:06
  how
• 30:06
  many
• 30:06
  people
• 30:06
  come
• 30:07
  onto
• 30:07
  campus
• 30:07
  every
• 30:07
  day?
• 30:07
  And
• 30:07
  they're
• 30:08
  like
• 30:08
  oh,
• 30:08
  like
• 30:08
  8
• 30:08
  to
• 30:08
  10,000
• 30:09
  sort
• 30:09
  of
• 30:09
  people
• 30:10
  every
• 30:10
  day.
• 30:10
  And
• 30:10
  I
• 30:11
  was
• 30:11
  like,
• 30:11
  okay,
• 30:11
  so
• 30:11
  like
• 30:12
  you
• 30:13
  know
• 30:13
  that
• 30:13
  like
• 30:14
  to
• 30:14
  get
• 30:14
  this
• 30:14
  on
• 30:15
  social
• 30:15
  could
• 30:15
  take
• 30:16
  months,
• 30:16
  maybe
• 30:17
  a
• 30:17
  year
• 30:17
  for
• 30:17
  like
• 30:18
  to
• 30:18
  penetrate
• 30:18
  all
• 30:18
  the
• 30:19
  different
• 30:19
  types
• 30:19
  of
• 30:19
  people
• 30:19
  who
• 30:19
  come
• 30:20
  to
• 30:20
  university.
• 30:20
  There's
• 30:20
  so
• 30:21
  many
• 30:21
  different
• 30:21
  types
• 30:21
  of
• 30:21
  people
• 30:21
  who
• 30:22
  come
• 30:22
  to
• 30:22
  the
• 30:22
  university,
• 30:24
  but
• 30:24
  you
• 30:24
  could
• 30:24
  for
• 30:24
  two
• 30:25
  months
• 30:25
  go
• 30:26
  to
• 30:26
  every
• 30:26
  single
• 30:26
  classroom
• 30:27
  on
• 30:27
  the
• 30:27
  hour,
• 30:27
  every
• 30:27
  hour
• 30:28
  and
• 30:28
  hold
• 30:28
  a
• 30:28
  sign
• 30:28
  up
• 30:28
  and
• 30:29
  say,
• 30:29
  hey,
• 30:29
  by
• 30:29
  the
• 30:30
  way,
• 30:30
  here's
• 30:30
  some
• 30:30
  flyers,
• 30:30
  here's
• 30:31
  where
• 30:31
  we
• 30:31
  are
• 30:31
  and
• 30:31
  you'll
• 30:32
  hit
• 30:32
  all
• 30:32
  10,000
• 30:32
  of
• 30:33
  them
• 30:33
  in
• 30:33
  two
• 30:33
  months.
• 30:34
  So
• 30:35
  actually
• 30:35
  that's
• 30:35
  a
• 30:35
  dumb
• 30:36
  goal.
• 30:36
  It's
• 30:37
  a
• 30:37
  dumb
• 30:37
  goal
• 30:37
  to
• 30:37
  be
• 30:37
  like
• 30:37
  this
• 30:38
  thing.
• 30:38
  See,
• 30:38
  once
• 30:39
  you
• 30:39
  realize
• 30:39
  what
• 30:39
  the
• 30:39
  goal
• 30:40
  is,
• 30:40
  then
• 30:41
  it
• 30:41
  determines
• 30:41
  the
• 30:42
  outcome
• 30:42
  and
• 30:42
  the
• 30:42
  strategy.
• 30:42
  So
• 30:43
  when
• 30:43
  you
• 30:43
  think
• 30:43
  about
• 30:44
  an
• 30:44
  employee
• 30:45
  versus
• 30:45
  a
• 30:45
  sole
• 30:46
  trader
• 30:46
  self
• 30:47
  employed
• 30:47
  person,
• 30:48
  what
• 30:49
  are
• 30:49
  their
• 30:49
  goals?
• 30:49
  Well,
• 30:50
  the
• 30:50
  career
• 30:51
  person's
• 30:51
  goal
• 30:51
  might
• 30:51
  be
• 30:51
  just
• 30:52
  to
• 30:52
  have
• 30:52
  better
• 30:52
  career
• 30:53
  opportunities
• 30:53
  into
• 30:53
  the
• 30:53
  future.
• 30:54
  Jason
• 30:55
  Paris
• 30:55
  is
• 30:55
  a
• 30:55
  great
• 30:55
  example
• 30:56
  of
• 30:56
  that,
• 30:56
  right?
• 30:56
  His
• 30:56
  brand's
• 30:57
  so
• 30:57
  strong,
• 30:58
  he's
• 30:58
  probably
• 30:59
  one
• 30:59
  of
• 30:59
  the
• 30:59
  only
• 30:59
  CEOs
• 31:00
  in
• 31:00
  New
• 31:00
  Zealand
• 31:00
  that
• 31:01
  most
• 31:01
  normal
• 31:01
  people
• 31:01
  could
• 31:02
  say
• 31:02
  the
• 31:03
  name
• 31:03
  of.
• 31:04
  And
• 31:04
  so
• 31:04
  as
• 31:05
  an
• 31:05
  opportunity
• 31:05
  for
• 31:06
  his
• 31:06
  next
• 31:06
  CEO
• 31:06
  role
• 31:07
  or
• 31:07
  whatever
• 31:07
  he
• 31:07
  goes
• 31:07
  on
• 31:07
  to
• 31:08
  do
• 31:08
  next,
• 31:08
  he's
• 31:09
  got
• 31:09
  so
• 31:09
  much
• 31:10
  brand
• 31:10
  equity
• 31:10
  that
• 31:10
  comes
• 31:11
  with
• 31:11
  him
• 31:11
  before
• 31:11
  he
• 31:11
  even
• 31:11
  walks
• 31:12
  on
• 31:12
  the
• 31:12
  door.
• 31:13
  And
• 31:13
  that's
• 31:14
  an
• 31:14
  example
• 31:14
  of
• 31:14
  something
• 31:14
  at
• 31:15
  quite
• 31:15
  a
• 31:15
  high
• 31:15
  level.
• 31:15
  But
• 31:16
  you
• 31:16
  can
• 31:16
  see
• 31:16
  that
• 31:17
  all
• 31:17
  the.
• 31:17
  Way
• 31:17
  through
• 31:17
  headhunting
• 31:18
  opportunities
• 31:18
  happen
• 31:18
  at
• 31:18
  all
• 31:19
  levels.
• 31:19
  At
• 31:19
  all
• 31:19
  levels?
• 31:20
  Every
• 31:20
  level?
• 31:21
  Absolutely,
• 31:21
  every
• 31:22
  level.
• 31:23
  And
• 31:23
  in
• 31:23
  fact
• 31:23
  there's
• 31:24
  more
• 31:24
  roles
• 31:24
  going
• 31:24
  down
• 31:25
  on
• 31:25
  lower
• 31:25
  levels
• 31:26
  because
• 31:27
  there's
• 31:27
  only
• 31:27
  so
• 31:27
  many
• 31:27
  CEOs
• 31:28
  right.
• 31:28
  There's
• 31:28
  only
• 31:28
  so
• 31:28
  many
• 31:29
  people
• 31:29
  at
• 31:29
  the
• 31:29
  top
• 31:30
  who,
• 31:30
  what
• 31:30
  do
• 31:30
  you
• 31:30
  really
• 31:31
  need
• 31:31
  as
• 31:31
  a
• 31:31
  career
• 31:32
  focused
• 31:32
  brand?
• 31:32
  What
• 31:33
  are
• 31:33
  you
• 31:33
  trying
• 31:33
  to
• 31:33
  achieve
• 31:34
  from
• 31:34
  that?
• 31:34
  Do
• 31:35
  you
• 31:35
  one
• 31:35
  day
• 31:35
  want
• 31:35
  to
• 31:36
  go
• 31:36
  and
• 31:36
  start
• 31:36
  your
• 31:36
  own
• 31:36
  business?
• 31:37
  Is
• 31:37
  that
• 31:37
  what
• 31:37
  it's
• 31:37
  for,
• 31:38
  you
• 31:38
  know,
• 31:38
  or
• 31:39
  is
• 31:39
  it
• 31:39
  just
• 31:39
  because
• 31:39
  you
• 31:39
  want
• 31:40
  to
• 31:40
  climb
• 31:40
  the
• 31:40
  ranks
• 31:40
  and
• 31:41
  you
• 31:41
  want
• 31:41
  to
• 31:41
  go
• 31:41
  and
• 31:41
  people
• 31:42
  who
• 31:42
  want
• 31:42
  to
• 31:42
  climb
• 31:42
  the
• 31:42
  ranks,
• 31:43
  they're
• 31:44
  already
• 31:44
  doing
• 31:44
  it
• 31:44
  because
• 31:44
  they're
• 31:44
  trying
• 31:45
  to
• 31:45
  do
• 31:45
  like,
• 31:45
  like
• 31:45
  when
• 31:46
  you're
• 31:46
  young,
• 31:46
  you're
• 31:46
  trying
• 31:46
  to
• 31:47
  do
• 31:47
  like
• 31:47
  all
• 31:47
  this
• 31:47
  co
• 31:47
  curricular
• 31:48
  stuff
• 31:48
  to
• 31:48
  put
• 31:48
  on
• 31:48
  your
• 31:48
  cv,
• 31:49
  you
• 31:49
  know,
• 31:49
  you're
• 31:49
  trying
• 31:49
  to
• 31:49
  like
• 31:50
  get
• 31:50
  it,
• 31:50
  like
• 31:50
  get
• 31:50
  your
• 31:50
  CV
• 31:51
  all
• 31:51
  worked
• 31:51
  up.
• 31:51
  Your
• 31:51
  CV
• 31:52
  is
• 31:52
  just
• 31:52
  like
• 31:52
  a
• 31:52
  static
• 31:53
  post
• 31:55
  about
• 31:55
  your
• 31:55
  brand,
• 31:56
  about
• 31:56
  your
• 31:56
  personal
• 31:57
  brand.
• 31:57
  That's
• 31:57
  all
• 31:57
  it
• 31:58
  really
• 31:58
  is.
• 31:59
  So
• 31:59
  you're
• 31:59
  already
• 31:59
  doing
• 32:00
  it.
• 32:00
  What
• 32:00
  if
• 32:00
  you
• 32:00
  could
• 32:00
  just
• 32:00
  do
• 32:01
  it
• 32:01
  before
• 32:01
  people
• 32:02
  even
• 32:02
  have
• 32:02
  to
• 32:02
  see
• 32:02
  your
• 32:03
  cv?
• 32:03
  What
• 32:04
  if
• 32:04
  they
• 32:04
  already
• 32:04
  know
• 32:04
  all
• 32:04
  this
• 32:05
  stuff
• 32:05
  anyway?
• 32:05
  But
• 32:06
  then
• 32:06
  as
• 32:06
  a
• 32:06
  sole
• 32:06
  trader
• 32:07
  it
• 32:07
  might
• 32:08
  just
• 32:08
  literally
• 32:08
  be
• 32:08
  get
• 32:08
  deals
• 32:09
  through
• 32:09
  the
• 32:09
  door.
• 32:10
  And
• 32:10
  so
• 32:10
  that
• 32:10
  goal
• 32:11
  is
• 32:11
  a
• 32:11
  very
• 32:11
  different
• 32:11
  goal
• 32:12
  to
• 32:12
  building
• 32:13
  a
• 32:13
  long
• 32:13
  term
• 32:13
  career.
• 32:15
  You
• 32:15
  might
• 32:15
  be
• 32:15
  a
• 32:15
  builder
• 32:16
  who
• 32:16
  just
• 32:16
  needs
• 32:16
  business
• 32:17
  the
• 32:17
  next
• 32:17
  three
• 32:17
  months
• 32:18
  as
• 32:18
  opposed
• 32:19
  to
• 32:19
  a
• 32:20
  job
• 32:20
  offer
• 32:20
  in
• 32:20
  two
• 32:20
  years.
• 32:21
  And
• 32:21
  so
• 32:21
  you
• 32:21
  approach
• 32:22
  them
• 32:22
  very
• 32:22
  differently.
• 32:23
  Like
• 32:23
  if
• 32:23
  you
• 32:23
  don't,
• 32:23
  if
• 32:24
  you're
• 32:24
  just
• 32:24
  aimlessly
• 32:25
  posting,
• 32:26
  that's
• 32:26
  also
• 32:26
  probably
• 32:27
  just
• 32:27
  a
• 32:27
  waste
• 32:27
  of
• 32:27
  energy.
• 32:28
  It's
• 32:28
  easy
• 32:29
  to
• 32:29
  underestimate
• 32:30
  the
• 32:31
  sort
• 32:31
  of
• 32:31
  influencer
• 32:32
  world
• 32:32
  and
• 32:33
  we
• 32:33
  all
• 32:33
  love
• 32:33
  to
• 32:33
  make
• 32:34
  fun
• 32:34
  of
• 32:34
  influencers.
• 32:34
  That's
• 32:35
  fine
• 32:35
  national
• 32:35
  pastime,
• 32:37
  but
• 32:37
  it
• 32:38
  is
• 32:38
  actually
• 32:38
  quite
• 32:38
  hard
• 32:39
  work.
• 32:39
  It's
• 32:40
  a
• 32:40
  lot
• 32:40
  of
• 32:40
  time
• 32:41
  for
• 32:41
  one
• 32:42
  30
• 32:42
  second
• 32:43
  video
• 32:43
  can
• 32:44
  be
• 32:44
  hours
• 32:44
  of
• 32:44
  work.
• 32:46
  So
• 32:46
  if
• 32:46
  someone
• 32:47
  is
• 32:47
  thinking
• 32:47
  about,
• 32:47
  you
• 32:47
  know,
• 32:48
  yeah,
• 32:48
  I'd
• 32:48
  love
• 32:48
  to
• 32:49
  get
• 32:49
  more
• 32:49
  visible,
• 32:49
  yeah,
• 32:50
  I'd
• 32:50
  love
• 32:50
  to
• 32:50
  increase
• 32:51
  either
• 32:52
  career
• 32:52
  opportunities
• 32:53
  or
• 32:53
  to
• 32:53
  build
• 32:54
  my
• 32:54
  business
• 32:54
  or
• 32:54
  to
• 32:54
  be
• 32:55
  more
• 32:55
  visible
• 32:55
  in
• 32:56
  whatever
• 32:56
  way,
• 32:56
  get
• 32:57
  someone's
• 32:57
  attention,
• 32:57
  get,
• 32:58
  get
• 32:58
  opportunities
• 32:59
  coming
• 32:59
  to
• 33:00
  me.
• 33:01
  How
• 33:01
  do
• 33:02
  you
• 33:02
  start
• 33:02
  to
• 33:02
  identify
• 33:03
  those
• 33:03
  goals?
• 33:03
  Figure
• 33:04
  out
• 33:04
  a
• 33:04
  strategy
• 33:04
  that
• 33:04
  gets
• 33:05
  you
• 33:05
  closer
• 33:05
  to
• 33:05
  them
• 33:06
  without
• 33:06
  becoming
• 33:06
  a
• 33:07
  full
• 33:07
  time
• 33:07
  content
• 33:08
  creator.
• 33:09
  Let's
• 33:09
  try
• 33:09
  to
• 33:09
  put
• 33:10
  it
• 33:10
  in
• 33:10
  the
• 33:10
  perspective
• 33:10
  for
• 33:10
  the
• 33:10
  people
• 33:11
  listening.
• 33:11
  Like
• 33:11
  I
• 33:11
  have
• 33:11
  a
• 33:12
  client
• 33:12
  who
• 33:13
  had
• 33:14
  an
• 33:14
  education
• 33:14
  company
• 33:15
  based
• 33:15
  out
• 33:15
  of
• 33:15
  the
• 33:15
  US
• 33:16
  and
• 33:17
  he
• 33:17
  lived
• 33:17
  here
• 33:17
  in
• 33:18
  New
• 33:18
  Zealand,
• 33:18
  but
• 33:19
  he
• 33:19
  had
• 33:20
  a
• 33:20
  minority
• 33:21
  share
• 33:21
  of
• 33:21
  a
• 33:21
  company
• 33:22
  over
• 33:22
  there
• 33:22
  and
• 33:22
  he
• 33:22
  was
• 33:22
  earning
• 33:23
  probably
• 33:24
  anywhere
• 33:24
  from
• 33:24
  like
• 33:24
  2
• 33:25
  to
• 33:25
  300k
• 33:25
  a
• 33:26
  year
• 33:26
  doing
• 33:26
  it
• 33:27
  through
• 33:27
  this
• 33:27
  business,
• 33:28
  which
• 33:28
  is
• 33:28
  good
• 33:28
  for
• 33:29
  anyone
• 33:29
  in
• 33:29
  New
• 33:29
  Zealand.
• 33:29
  That's
• 33:30
  a
• 33:30
  great
• 33:30
  salary.
• 33:30
  So
• 33:30
  it's
• 33:30
  nothing
• 33:31
  to
• 33:31
  sniff
• 33:31
  at.
• 33:31
  But
• 33:32
  he'd
• 33:32
  been
• 33:32
  building
• 33:32
  his
• 33:33
  personal
• 33:33
  brand
• 33:34
  for
• 33:35
  the
• 33:35
  last
• 33:35
  two
• 33:35
  or
• 33:35
  three
• 33:36
  years
• 33:36
  of
• 33:36
  that
• 33:36
  time
• 33:37
  he's
• 33:37
  with
• 33:37
  Them.
• 33:37
  And
• 33:38
  then
• 33:38
  he
• 33:38
  sort
• 33:38
  of
• 33:38
  came
• 33:38
  to
• 33:38
  us
• 33:39
  and
• 33:39
  he,
• 33:39
  he
• 33:40
  said,
• 33:40
  look,
• 33:40
  I
• 33:40
  want
• 33:40
  to
• 33:41
  move
• 33:41
  out
• 33:41
  of
• 33:42
  this
• 33:42
  business
• 33:42
  and
• 33:42
  I'm
• 33:43
  going
• 33:43
  to
• 33:43
  move
• 33:43
  into
• 33:43
  just
• 33:43
  one
• 33:43
  on
• 33:44
  one
• 33:44
  coaching
• 33:44
  with
• 33:45
  execs.
• 33:45
  How
• 33:46
  do
• 33:46
  I
• 33:46
  do
• 33:46
  it?
• 33:46
  I
• 33:46
  was
• 33:46
  like,
• 33:46
  mate,
• 33:47
  you've
• 33:47
  been
• 33:47
  building
• 33:47
  a
• 33:47
  brand
• 33:47
  for
• 33:48
  three
• 33:48
  years.
• 33:48
  You've
• 33:48
  already
• 33:49
  got
• 33:49
  the
• 33:49
  people
• 33:49
  there.
• 33:49
  You
• 33:49
  just
• 33:50
  need
• 33:50
  to
• 33:50
  start
• 33:50
  to
• 33:50
  tell
• 33:50
  people
• 33:51
  what
• 33:51
  you're
• 33:51
  doing.
• 33:52
  And
• 33:52
  within
• 33:53
  the
• 33:53
  first,
• 33:54
  he
• 33:54
  put
• 33:54
  out
• 33:55
  his
• 33:55
  offer
• 33:55
  because
• 33:55
  he
• 33:55
  had
• 33:56
  a
• 33:56
  pretty
• 33:56
  strong
• 33:56
  base.
• 33:57
  We'd
• 33:57
  been
• 33:57
  building
• 33:57
  it
• 33:57
  for
• 33:58
  three
• 33:58
  years
• 33:58
  of
• 33:58
  what
• 33:58
  we'd
• 33:58
  done
• 33:59
  and
• 33:59
  there
• 33:59
  was
• 33:59
  a
• 33:59
  bunch
• 33:59
  of
• 34:00
  people
• 34:00
  who
• 34:00
  were
• 34:00
  a
• 34:01
  higher
• 34:01
  tier
• 34:02
  than
• 34:02
  his
• 34:02
  previous
• 34:03
  clientele
• 34:03
  that
• 34:04
  had
• 34:04
  been
• 34:04
  following.
• 34:04
  But
• 34:05
  what
• 34:05
  his
• 34:05
  previous
• 34:06
  offer
• 34:06
  was,
• 34:06
  wasn't
• 34:07
  right
• 34:07
  for
• 34:07
  them.
• 34:08
  And
• 34:08
  so
• 34:09
  when
• 34:09
  he
• 34:09
  went
• 34:09
  out
• 34:10
  and
• 34:10
  said,
• 34:10
  this
• 34:10
  is
• 34:10
  what
• 34:10
  I'm
• 34:10
  doing
• 34:11
  now,
• 34:11
  they'd
• 34:11
  been
• 34:11
  watching
• 34:11
  for
• 34:12
  so
• 34:12
  long,
• 34:12
  it
• 34:12
  was
• 34:12
  literally
• 34:13
  a
• 34:13
  month
• 34:13
  later.
• 34:14
  He
• 34:14
  had
• 34:15
  already
• 34:15
  filled
• 34:15
  his
• 34:15
  books.
• 34:16
  And
• 34:17
  so
• 34:17
  like
• 34:17
  he
• 34:17
  did
• 34:17
  like
• 34:17
  8,
• 34:18
  19
• 34:18
  his
• 34:18
  first
• 34:19
  year
• 34:20
  in
• 34:20
  his
• 34:21
  first
• 34:21
  year
• 34:21
  and
• 34:21
  he's
• 34:22
  still
• 34:22
  climbing
• 34:22
  now.
• 34:22
  Made
• 34:23
  nearly
• 34:23
  a
• 34:23
  mil
• 34:23
  in
• 34:23
  his
• 34:23
  first
• 34:24
  year.
• 34:25
  That's
• 34:25
  pretty
• 34:25
  good.
• 34:26
  I
• 34:26
  was
• 34:26
  so
• 34:26
  frustrated.
• 34:28
  I
• 34:28
  was
• 34:28
  like,
• 34:28
  you're
• 34:28
  a
• 34:28
  prick,
• 34:29
  you
• 34:29
  know,
• 34:29
  like,
• 34:30
  like.
• 34:31
  Cause
• 34:31
  it
• 34:31
  was
• 34:31
  just,
• 34:31
  it
• 34:31
  was
• 34:31
  like
• 34:32
  him,
• 34:33
  us
• 34:33
  and
• 34:34
  his
• 34:34
  ea,
• 34:35
  that's
• 34:35
  his,
• 34:35
  all
• 34:35
  his
• 34:35
  expenses,
• 34:36
  you
• 34:36
  know,
• 34:37
  and
• 34:37
  he
• 34:37
  just.
• 34:37
  But
• 34:37
  he'd
• 34:37
  done
• 34:38
  it
• 34:38
  right.
• 34:38
  He
• 34:38
  invested
• 34:39
  for
• 34:39
  three
• 34:39
  years.
• 34:40
  That's
• 34:40
  what
• 34:40
  people
• 34:41
  don't
• 34:41
  see.
• 34:41
  Yeah,
• 34:42
  all
• 34:42
  the
• 34:42
  build
• 34:43
  that
• 34:43
  comes
• 34:44
  before
• 34:44
  you
• 34:44
  can
• 34:44
  tap
• 34:45
  it.
• 34:45
  Exactly,
• 34:46
  yeah.
• 34:46
  And
• 34:46
  he
• 34:46
  had
• 34:46
  just
• 34:47
  timed
• 34:47
  it
• 34:47
  perfectly,
• 34:48
  you
• 34:48
  know,
• 34:48
  and
• 34:49
  that
• 34:49
  was
• 34:49
  a
• 34:49
  good
• 34:49
  transition
• 34:50
  of
• 34:50
  someone
• 34:50
  who
• 34:50
  has,
• 34:51
  he
• 34:51
  has
• 34:51
  an
• 34:51
  audience
• 34:52
  but
• 34:52
  it's
• 34:52
  probably
• 34:52
  like
• 34:53
  10,000
• 34:54
  people.
• 34:54
  And
• 34:55
  so
• 34:55
  he's
• 34:55
  not
• 34:55
  an
• 34:55
  influencer.
• 34:56
  Like
• 34:56
  most
• 34:56
  people
• 34:56
  won't
• 34:57
  know
• 34:57
  who
• 34:57
  he
• 34:57
  is.
• 34:59
  I
• 34:59
  probably
• 34:59
  won't
• 34:59
  say
• 34:59
  his
• 34:59
  name
• 34:59
  because
• 35:00
  I
• 35:00
  just
• 35:00
  told
• 35:00
  everyone
• 35:00
  his
• 35:00
  revenues.
• 35:01
  But
• 35:02
  like.
• 35:03
  Yeah,
• 35:03
  but
• 35:03
  like
• 35:04
  I
• 35:04
  don't
• 35:04
  know
• 35:04
  his
• 35:04
  revenues
• 35:05
  right
• 35:05
  now.
• 35:05
  But
• 35:05
  he's
• 35:05
  like
• 35:06
  pretty
• 35:06
  close
• 35:06
  to
• 35:06
  being
• 35:06
  a
• 35:06
  seven
• 35:07
  figure
• 35:07
  business
• 35:07
  on
• 35:08
  his
• 35:08
  own
• 35:09
  without
• 35:09
  having
• 35:10
  to
• 35:10
  be
• 35:10
  an
• 35:10
  influencer.
• 35:11
  So
• 35:11
  I
• 35:11
  think
• 35:12
  that
• 35:12
  like
• 35:12
  if
• 35:12
  you
• 35:13
  think
• 35:13
  that
• 35:13
  being
• 35:14
  an
• 35:14
  influencer
• 35:14
  or
• 35:14
  a
• 35:15
  creator
• 35:15
  or
• 35:15
  that
• 35:15
  level
• 35:16
  of
• 35:16
  fame
• 35:16
  is
• 35:16
  the
• 35:16
  only
• 35:16
  way
• 35:17
  to
• 35:17
  get
• 35:17
  success
• 35:17
  out
• 35:17
  of
• 35:18
  it,
• 35:18
  you
• 35:18
  haven't
• 35:19
  just
• 35:19
  thought
• 35:19
  about
• 35:19
  the
• 35:19
  goal,
• 35:19
  right?
• 35:20
  Like
• 35:20
  he
• 35:20
  was
• 35:20
  like,
• 35:21
  actually
• 35:21
  I
• 35:21
  only
• 35:21
  need
• 35:22
  10,000
• 35:22
  C
• 35:23
  suite
• 35:23
  executives
• 35:24
  to
• 35:24
  know
• 35:24
  who
• 35:24
  I
• 35:24
  am
• 35:25
  globally
• 35:25
  and
• 35:26
  I'll
• 35:26
  have
• 35:26
  a
• 35:26
  great
• 35:26
  business.
• 35:27
  Now
• 35:27
  don't
• 35:27
  get
• 35:28
  me
• 35:28
  wrong,
• 35:28
  you
• 35:28
  can
• 35:29
  always
• 35:29
  make
• 35:29
  more
• 35:29
  money
• 35:29
  if
• 35:29
  you
• 35:29
  have
• 35:30
  more
• 35:30
  attention.
• 35:31
  And
• 35:31
  if
• 35:31
  he
• 35:31
  had
• 35:31
  a
• 35:32
  hundred
• 35:32
  thousand
• 35:32
  people
• 35:32
  following
• 35:33
  him,
• 35:33
  he'd
• 35:34
  make
• 35:34
  even
• 35:34
  more
• 35:34
  money.
• 35:34
  Right.
• 35:36
  But
• 35:36
  also
• 35:37
  he
• 35:37
  doesn't
• 35:37
  need
• 35:37
  it.
• 35:39
  Classic
• 35:39
  Kiwis.
• 35:41
  I'm
• 35:41
  Doing
• 35:42
  just
• 35:42
  fine.
• 35:42
  I
• 35:42
  got
• 35:42
  my
• 35:42
  house
• 35:42
  in
• 35:43
  Queensland.
• 35:43
  He's
• 35:44
  real
• 35:44
  good
• 35:44
  and
• 35:45
  he's
• 35:45
  pushing
• 35:46
  50
• 35:46
  now
• 35:46
  and
• 35:47
  he's
• 35:47
  pretty
• 35:47
  keen
• 35:47
  to
• 35:48
  just
• 35:48
  slow
• 35:48
  it
• 35:48
  down
• 35:48
  anyway,
• 35:49
  hence
• 35:50
  why
• 35:50
  he
• 35:50
  left.
• 35:51
  But
• 35:51
  that
• 35:51
  story's,
• 35:51
  like,
• 35:52
  quite
• 35:52
  normal
• 35:52
  for
• 35:52
  a
• 35:52
  lot
• 35:52
  of
• 35:52
  Kiwis.
• 35:53
  There's
• 35:53
  a
• 35:53
  lot
• 35:53
  of
• 35:53
  people
• 35:54
  in
• 35:55
  their
• 35:55
  40s
• 35:55
  wanting
• 35:56
  out
• 35:56
  of
• 35:56
  corporate
• 35:57
  or
• 35:57
  wanting
• 35:57
  out
• 35:57
  of
• 35:57
  the
• 35:57
  rat
• 35:58
  race,
• 35:58
  and
• 35:59
  then
• 35:59
  they
• 35:59
  want
• 35:59
  to
• 35:59
  go
• 35:59
  off
• 35:59
  and
• 35:59
  start
• 36:00
  their
• 36:00
  own
• 36:00
  little
• 36:00
  consultancy,
• 36:01
  a
• 36:01
  little
• 36:01
  business
• 36:01
  on
• 36:01
  the
• 36:02
  side.
• 36:02
  And
• 36:02
  with
• 36:02
  a
• 36:03
  land
• 36:03
  of
• 36:03
  consultancies
• 36:04
  and
• 36:04
  freelancers
• 36:05
  here
• 36:05
  in
• 36:05
  New
• 36:05
  Zealand.
• 36:06
  Well,
• 36:07
  technically,
• 36:08
  he
• 36:08
  was
• 36:08
  working
• 36:08
  a
• 36:09
  job
• 36:09
  for
• 36:09
  three
• 36:09
  years.
• 36:09
  Even
• 36:10
  though
• 36:10
  he
• 36:10
  was
• 36:10
  part
• 36:10
  owner,
• 36:11
  he
• 36:11
  was
• 36:11
  getting
• 36:11
  paid
• 36:11
  a
• 36:12
  salary
• 36:12
  out
• 36:12
  of
• 36:12
  the
• 36:12
  business.
• 36:13
  So
• 36:13
  for
• 36:14
  three
• 36:14
  years
• 36:14
  he
• 36:14
  decided,
• 36:14
  I'm
• 36:15
  going
• 36:15
  to
• 36:15
  invest
• 36:15
  in
• 36:15
  my
• 36:15
  own
• 36:15
  brand.
• 36:16
  So
• 36:16
  that
• 36:16
  when
• 36:17
  he
• 36:17
  finally
• 36:17
  had
• 36:17
  the
• 36:17
  courage
• 36:18
  to
• 36:18
  go
• 36:18
  on
• 36:18
  his
• 36:18
  own,
• 36:18
  he'd
• 36:19
  already
• 36:19
  built
• 36:19
  everything.
• 36:20
  And
• 36:20
  I
• 36:20
  think
• 36:20
  a
• 36:20
  lot
• 36:21
  of
• 36:21
  people
• 36:21
  can
• 36:21
  learn
• 36:21
  from
• 36:21
  that
• 36:22
  lesson.
• 36:22
  Just
• 36:22
  like
• 36:23
  you
• 36:23
  might
• 36:23
  pay
• 36:24
  someone
• 36:24
  to
• 36:24
  do
• 36:24
  it
• 36:24
  like
• 36:25
  he
• 36:25
  did,
• 36:26
  or
• 36:26
  you
• 36:26
  might
• 36:26
  just
• 36:26
  figure
• 36:27
  out
• 36:27
  how
• 36:27
  to
• 36:27
  do
• 36:27
  it
• 36:27
  yourself.
• 36:27
  And
• 36:27
  there's
• 36:28
  enough
• 36:28
  resources
• 36:28
  online
• 36:28
  to
• 36:29
  figure
• 36:29
  out
• 36:29
  how
• 36:29
  to
• 36:29
  do
• 36:29
  it
• 36:29
  for
• 36:29
  yourself.
• 36:29
  And
• 36:30
  there's
• 36:30
  AI
• 36:30
  these
• 36:30
  days
• 36:31
  to
• 36:32
  do
• 36:32
  everything.
• 36:33
  Yeah.
• 36:34
  Although
• 36:34
  be
• 36:34
  very
• 36:35
  careful
• 36:35
  not
• 36:35
  to
• 36:35
  do
• 36:35
  the
• 36:35
  straight
• 36:36
  copy
• 36:36
  paste.
• 36:36
  God.
• 36:37
  Some
• 36:37
  of
• 36:37
  that
• 36:37
  you
• 36:37
  see.
• 36:38
  Yeah,
• 36:38
  exactly.
• 36:39
  Is
• 36:39
  there
• 36:39
  a
• 36:39
  type
• 36:40
  of
• 36:40
  content
• 36:40
  that
• 36:41
  you
• 36:41
  think
• 36:42
  works
• 36:43
  best
• 36:44
  and
• 36:44
  is
• 36:45
  easiest
• 36:45
  for
• 36:46
  a
• 36:46
  lot
• 36:46
  of
• 36:46
  people?
• 36:47
  The
• 36:47
  easiest
• 36:47
  stuff
• 36:48
  for
• 36:48
  most
• 36:49
  people
• 36:49
  to
• 36:49
  do,
• 36:49
  I
• 36:49
  think,
• 36:50
  is
• 36:50
  like
• 36:50
  classic
• 36:51
  written
• 36:51
  posts
• 36:52
  with
• 36:52
  a
• 36:52
  photo,
• 36:53
  I
• 36:53
  think
• 36:53
  is
• 36:53
  actually
• 36:53
  the
• 36:53
  easiest,
• 36:54
  especially
• 36:54
  because
• 36:54
  most
• 36:55
  people
• 36:55
  are
• 36:55
  quite
• 36:55
  insecure
• 36:56
  when
• 36:56
  it
• 36:56
  comes
• 36:56
  to
• 36:56
  video.
• 36:56
  So
• 36:57
  I'd
• 36:57
  say
• 36:57
  that
• 36:57
  getting
• 36:58
  into
• 36:58
  writing
• 36:58
  is
• 36:58
  probably
• 36:59
  the
• 36:59
  best
• 36:59
  way.
• 36:59
  I
• 36:59
  also
• 37:00
  think
• 37:00
  writing
• 37:01
  every
• 37:01
  day
• 37:02
  helps
• 37:02
  your
• 37:03
  ability
• 37:03
  to
• 37:03
  tell
• 37:03
  a
• 37:03
  story
• 37:04
  and
• 37:04
  you
• 37:04
  can't
• 37:05
  learn
• 37:05
  any
• 37:05
  faster
• 37:05
  than
• 37:05
  writing.
• 37:06
  I
• 37:06
  think
• 37:06
  there's
• 37:06
  just
• 37:06
  something
• 37:07
  that
• 37:07
  connects
• 37:07
  your
• 37:07
  brain
• 37:08
  to
• 37:08
  it
• 37:08
  really
• 37:08
  well,
• 37:09
  that
• 37:09
  I
• 37:09
  think
• 37:09
  people.
• 37:10
  I
• 37:10
  tell
• 37:10
  all
• 37:10
  my
• 37:10
  team,
• 37:11
  I
• 37:11
  would
• 37:11
  rather
• 37:11
  you
• 37:12
  post
• 37:12
  on
• 37:12
  LinkedIn
• 37:12
  every
• 37:12
  day
• 37:13
  just
• 37:14
  to
• 37:14
  get
• 37:14
  the
• 37:14
  understanding
• 37:15
  of
• 37:15
  writing
• 37:15
  and
• 37:15
  crafting
• 37:16
  stories
• 37:16
  all
• 37:16
  the
• 37:16
  time.
• 37:17
  Because
• 37:17
  that's
• 37:17
  the
• 37:17
  truth
• 37:17
  of
• 37:18
  it
• 37:18
  all.
• 37:18
  Every
• 37:18
  piece
• 37:18
  of
• 37:19
  content
• 37:19
  you
• 37:19
  put
• 37:19
  out
• 37:19
  is
• 37:19
  going
• 37:19
  to
• 37:19
  be
• 37:19
  a
• 37:20
  story
• 37:20
  of
• 37:20
  some
• 37:20
  sort.
• 37:21
  And
• 37:22
  I
• 37:22
  think
• 37:22
  it's
• 37:22
  easier
• 37:22
  when
• 37:23
  you.
• 37:23
  I
• 37:24
  think
• 37:24
  it's
• 37:24
  easier
• 37:24
  to
• 37:24
  learn
• 37:25
  story
• 37:25
  structure
• 37:25
  when
• 37:25
  you
• 37:25
  write
• 37:26
  if
• 37:26
  you
• 37:27
  can
• 37:27
  get
• 37:27
  in
• 37:27
  front
• 37:27
  of
• 37:28
  the
• 37:28
  camera
• 37:28
  and
• 37:28
  you're
• 37:28
  quite
• 37:28
  confident.
• 37:29
  Creating
• 37:30
  a
• 37:30
  really
• 37:30
  easily
• 37:31
  repeatable
• 37:31
  content
• 37:32
  series
• 37:32
  is
• 37:33
  the
• 37:33
  fastest
• 37:34
  way
• 37:34
  to
• 37:34
  grow
• 37:34
  a
• 37:34
  massive
• 37:35
  following.
• 37:35
  The
• 37:36
  amount
• 37:36
  of
• 37:36
  clients
• 37:36
  that
• 37:36
  we've
• 37:37
  done
• 37:37
  that
• 37:37
  with,
• 37:37
  taking
• 37:37
  them
• 37:38
  to
• 37:38
  zero
• 37:38
  to
• 37:38
  100,000
• 37:39
  followers
• 37:39
  in
• 37:40
  a
• 37:40
  month
• 37:40
  in
• 37:41
  a
• 37:41
  shorter
• 37:41
  period
• 37:41
  of
• 37:41
  time,
• 37:42
  is
• 37:43
  massive,
• 37:43
  and
• 37:43
  we've
• 37:44
  had
• 37:44
  heaps
• 37:44
  of
• 37:44
  it.
• 37:45
  And
• 37:45
  all
• 37:45
  it
• 37:45
  comes
• 37:46
  down
• 37:46
  to
• 37:46
  is
• 37:47
  one,
• 37:48
  you
• 37:48
  need
• 37:48
  someone
• 37:48
  who
• 37:48
  can
• 37:49
  be
• 37:49
  on
• 37:49
  camera
• 37:49
  or
• 37:49
  whoever
• 37:50
  it
• 37:50
  is.
• 37:50
  So
• 37:50
  that's
• 37:50
  the
• 37:51
  first
• 37:51
  thing.
• 37:51
  But
• 37:51
  the
• 37:51
  second
• 37:52
  bit
• 37:52
  is
• 37:53
  not
• 37:54
  coming
• 37:54
  up
• 37:54
  with
• 37:54
  a
• 37:54
  new
• 37:54
  idea
• 37:55
  every
• 37:55
  day
• 37:56
  having
• 37:56
  the
• 37:56
  same
• 37:56
  thing.
• 37:57
  If
• 37:57
  I
• 37:57
  think
• 37:58
  about
• 37:58
  even
• 37:58
  with
• 37:58
  you
• 37:59
  making
• 37:59
  your
• 37:59
  cups
• 37:59
  of
• 37:59
  tea,
• 38:00
  it's
• 38:01
  like,
• 38:01
  this
• 38:01
  is
• 38:01
  pretty
• 38:01
  much
• 38:01
  the
• 38:01
  same
• 38:02
  format,
• 38:02
  so.
• 38:03
  So
• 38:03
  over
• 38:03
  and
• 38:03
  over
• 38:04
  again.
• 38:04
  And
• 38:04
  people
• 38:04
  love
• 38:04
  it.
• 38:04
  They
• 38:05
  watch
• 38:05
  me
• 38:05
  put
• 38:05
  far
• 38:05
  too
• 38:05
  much
• 38:06
  milk
• 38:06
  in
• 38:06
  my
• 38:06
  coffee,
• 38:06
  and
• 38:06
  they're
• 38:07
  like,
• 38:07
  there
• 38:07
  she
• 38:07
  goes
• 38:07
  again.
• 38:07
  Yeah.
• 38:08
  And
• 38:08
  the
• 38:08
  only
• 38:08
  thing
• 38:09
  you're
• 38:09
  really
• 38:09
  changing
• 38:09
  is
• 38:10
  the
• 38:10
  story
• 38:10
  that
• 38:10
  you're
• 38:10
  telling
• 38:10
  them.
• 38:11
  Right.
• 38:11
  So
• 38:11
  it's
• 38:11
  like,
• 38:12
  otherwise
• 38:12
  it's
• 38:12
  you.
• 38:13
  Like,
• 38:13
  you
• 38:13
  don't
• 38:13
  have
• 38:13
  to
• 38:14
  think,
• 38:14
  okay,
• 38:14
  what
• 38:14
  am
• 38:14
  I
• 38:14
  going
• 38:14
  to
• 38:15
  do
• 38:15
  today?
• 38:15
  You
• 38:15
  might
• 38:15
  need
• 38:15
  just
• 38:16
  one
• 38:16
  variable
• 38:16
  that
• 38:16
  you're
• 38:17
  changing,
• 38:17
  which
• 38:17
  is
• 38:17
  the
• 38:17
  story.
• 38:18
  But
• 38:19
  if
• 38:19
  you
• 38:19
  think
• 38:19
  about
• 38:21
  most
• 38:21
  people,
• 38:21
  they
• 38:21
  would
• 38:21
  have
• 38:22
  been
• 38:22
  like,
• 38:22
  okay,
• 38:22
  cool,
• 38:22
  I
• 38:22
  did
• 38:23
  the
• 38:23
  tea,
• 38:23
  making
• 38:23
  one
• 38:23
  yesterday.
• 38:24
  Now
• 38:24
  what
• 38:24
  am
• 38:24
  I
• 38:24
  going
• 38:24
  to
• 38:24
  do?
• 38:25
  And
• 38:25
  they
• 38:25
  try
• 38:25
  to
• 38:25
  change
• 38:25
  the
• 38:25
  whole
• 38:26
  thing.
• 38:26
  And
• 38:27
  that's
• 38:27
  way
• 38:27
  too
• 38:27
  many
• 38:27
  variables
• 38:28
  to
• 38:28
  change.
• 38:28
  And
• 38:28
  actually,
• 38:28
  like,
• 38:29
  humans
• 38:29
  don't
• 38:29
  like
• 38:30
  that.
• 38:30
  I
• 38:31
  prefer
• 38:31
  to
• 38:31
  watch
• 38:31
  you
• 38:31
  do
• 38:31
  the
• 38:32
  same
• 38:32
  thing
• 38:32
  every
• 38:32
  day
• 38:32
  and
• 38:32
  tell
• 38:32
  me
• 38:32
  a
• 38:33
  new
• 38:33
  story.
• 38:34
  There's
• 38:34
  a
• 38:34
  comfort
• 38:35
  in
• 38:35
  the
• 38:35
  familiar.
• 38:35
  Exactly
• 38:36
  right.
• 38:36
  That's
• 38:36
  why
• 38:37
  every
• 38:37
  Marvel
• 38:37
  movie
• 38:38
  is
• 38:38
  the
• 38:38
  same
• 38:38
  movie.
• 38:39
  Let's
• 38:39
  just
• 38:40
  reskin
• 38:41
  the
• 38:41
  bad
• 38:41
  guys
• 38:41
  and
• 38:41
  we're
• 38:42
  good.
• 38:42
  Our
• 38:42
  biggest
• 38:42
  content
• 38:43
  series
• 38:43
  last
• 38:43
  year
• 38:44
  was
• 38:44
  our
• 38:44
  Rage
• 38:44
  Bait
• 38:45
  series.
• 38:45
  And
• 38:45
  Joanie.
• 38:46
  The
• 38:46
  only
• 38:46
  thing
• 38:47
  that
• 38:47
  changed
• 38:47
  was
• 38:47
  Joanie
• 38:47
  asked
• 38:47
  me
• 38:47
  a
• 38:48
  different
• 38:48
  question
• 38:48
  and
• 38:49
  to
• 38:49
  rage
• 38:49
  bait
• 38:50
  me.
• 38:50
  And
• 38:50
  it
• 38:50
  was
• 38:50
  just
• 38:50
  my
• 38:50
  response
• 38:51
  on
• 38:51
  it.
• 38:51
  But
• 38:52
  it
• 38:52
  started.
• 38:53
  Every
• 38:53
  video
• 38:54
  was
• 38:54
  the
• 38:54
  same
• 38:54
  as
• 38:54
  the
• 38:54
  cameras
• 38:55
  on
• 38:55
  her
• 38:55
  face.
• 38:56
  Asking
• 38:56
  the
• 38:56
  question
• 38:56
  turns
• 38:57
  it
• 38:57
  to
• 38:57
  me
• 38:58
  back
• 38:58
  and
• 38:58
  forth,
• 38:59
  reactions,
• 39:00
  and
• 39:00
  then
• 39:00
  on
• 39:00
  screen,
• 39:01
  text.
• 39:01
  It
• 39:01
  was
• 39:01
  like
• 39:01
  rage
• 39:02
  baiting
• 39:02
  my
• 39:02
  boss.
• 39:03
  And
• 39:03
  that
• 39:03
  was
• 39:03
  it.
• 39:04
  It
• 39:04
  never
• 39:04
  changed.
• 39:04
  We
• 39:04
  did
• 39:05
  60
• 39:05
  of
• 39:05
  them
• 39:05
  and
• 39:05
  they
• 39:05
  did
• 39:05
  100
• 39:06
  million
• 39:06
  views
• 39:06
  across
• 39:06
  them.
• 39:07
  The
• 39:07
  algorithms
• 39:08
  prefer
• 39:08
  you
• 39:09
  to
• 39:09
  be
• 39:09
  repetitive.
• 39:10
  Yeah,
• 39:11
  they
• 39:11
  actually
• 39:11
  don't,
• 39:12
  because
• 39:12
  it's
• 39:12
  easy
• 39:13
  for
• 39:13
  them
• 39:13
  to
• 39:13
  know
• 39:13
  who
• 39:13
  to
• 39:13
  show
• 39:13
  your
• 39:14
  content
• 39:14
  to.
• 39:14
  I
• 39:15
  like
• 39:15
  what
• 39:15
  you
• 39:15
  said
• 39:15
  as
• 39:15
  well
• 39:16
  about
• 39:16
  just
• 39:16
  getting
• 39:16
  your
• 39:17
  reps
• 39:17
  in,
• 39:18
  because
• 39:18
  we
• 39:19
  don't
• 39:19
  expect
• 39:19
  ourselves
• 39:20
  to
• 39:20
  be
• 39:20
  perfect
• 39:20
  at
• 39:21
  everything
• 39:21
  the
• 39:22
  first
• 39:22
  time.
• 39:22
  But
• 39:22
  we're
• 39:23
  all
• 39:23
  on
• 39:23
  social
• 39:24
  media
• 39:24
  so
• 39:24
  much,
• 39:25
  and
• 39:25
  we've
• 39:26
  all
• 39:26
  consumed
• 39:27
  so
• 39:27
  much,
• 39:28
  that
• 39:28
  I
• 39:28
  think
• 39:28
  we
• 39:29
  often
• 39:29
  expect
• 39:29
  we
• 39:29
  should
• 39:30
  be
• 39:30
  naturally
• 39:30
  good
• 39:30
  at
• 39:30
  it.
• 39:30
  But
• 39:31
  it's
• 39:31
  one
• 39:31
  thing
• 39:31
  to
• 39:31
  watch
• 39:32
  it
• 39:32
  and
• 39:32
  another
• 39:32
  thing
• 39:32
  to
• 39:33
  do
• 39:33
  it.
• 39:35
  I
• 39:35
  look
• 39:35
  back
• 39:35
  at
• 39:35
  some
• 39:36
  of
• 39:36
  my
• 39:36
  early
• 39:36
  TikTok
• 39:36
  videos
• 39:37
  and
• 39:37
  I'm
• 39:37
  like,
• 39:38
  how
• 39:38
  cringe.
• 39:39
  Yeah,
• 39:40
  But
• 39:40
  I
• 39:40
  was
• 39:41
  figuring
• 39:41
  out
• 39:41
  kind
• 39:42
  of
• 39:42
  how
• 39:42
  I
• 39:42
  wanted
• 39:42
  to
• 39:43
  do
• 39:43
  it,
• 39:43
  and
• 39:43
  now
• 39:43
  it's
• 39:43
  just
• 39:44
  like,
• 39:44
  I'LL
• 39:44
  just
• 39:44
  blah
• 39:44
  to
• 39:45
  the
• 39:45
  camera.
• 39:45
  I'm
• 39:46
  having
• 39:46
  a
• 39:46
  good
• 39:46
  chat
• 39:46
  to
• 39:47
  you
• 39:47
  and
• 39:47
  I
• 39:48
  post
• 39:48
  it
• 39:48
  and
• 39:48
  it's
• 39:48
  good,
• 39:49
  but
• 39:49
  like,
• 39:49
  it
• 39:49
  looks
• 39:50
  very
• 39:50
  lo
• 39:50
  fi.
• 39:51
  It
• 39:51
  looks
• 39:51
  very
• 39:52
  relaxed.
• 39:52
  It
• 39:53
  took
• 39:53
  a
• 39:53
  lot
• 39:53
  of
• 39:53
  reps
• 39:53
  for
• 39:54
  me
• 39:54
  to
• 39:54
  be
• 39:54
  like,
• 39:54
  what
• 39:54
  do
• 39:54
  I
• 39:54
  want
• 39:54
  to
• 39:55
  say?
• 39:55
  This
• 39:55
  camera
• 39:56
  up.
• 39:56
  Here
• 39:56
  we
• 39:56
  go.
• 39:57
  And
• 39:57
  I
• 39:58
  was
• 39:58
  probably
• 39:58
  making
• 39:58
  videos
• 39:59
  for
• 39:59
  like
• 39:59
  a
• 40:00
  year
• 40:00
  before
• 40:00
  I
• 40:00
  just
• 40:01
  like
• 40:01
  settled
• 40:01
  into
• 40:02
  that
• 40:02
  format.
• 40:03
  Works
• 40:03
  really
• 40:03
  well
• 40:03
  for
• 40:03
  me.
• 40:04
  It
• 40:04
  feels
• 40:04
  like
• 40:04
  a
• 40:04
  really
• 40:05
  genuine
• 40:05
  chat
• 40:06
  with
• 40:06
  the
• 40:06
  people
• 40:06
  who
• 40:06
  are
• 40:06
  watching.
• 40:08
  Goes
• 40:08
  good.
• 40:09
  But
• 40:09
  maybe
• 40:09
  for
• 40:09
  someone
• 40:09
  else
• 40:10
  it
• 40:10
  wouldn't.
• 40:10
  Someone
• 40:11
  else
• 40:11
  would
• 40:11
  have
• 40:11
  a
• 40:11
  different
• 40:11
  format
• 40:12
  that
• 40:12
  would
• 40:12
  work
• 40:12
  really
• 40:12
  well
• 40:13
  for
• 40:13
  them.
• 40:13
  And
• 40:14
  I
• 40:14
  think
• 40:14
  getting
• 40:14
  your
• 40:14
  reps
• 40:15
  in
• 40:15
  and
• 40:15
  just
• 40:16
  being
• 40:16
  like,
• 40:17
  like
• 40:18
  anything
• 40:18
  else,
• 40:18
  there's
• 40:18
  going
• 40:18
  to
• 40:18
  be
• 40:18
  a
• 40:19
  little
• 40:19
  bit
• 40:19
  of
• 40:19
  time
• 40:19
  investment
• 40:19
  here
• 40:20
  and
• 40:20
  the
• 40:21
  payoff
• 40:21
  is
• 40:21
  going
• 40:21
  to
• 40:21
  be
• 40:21
  worth
• 40:22
  it.
• 40:22
  Like,
• 40:22
  I'm
• 40:23
  going
• 40:23
  to
• 40:23
  show
• 40:23
  people
• 40:23
  what
• 40:23
  I'm
• 40:24
  good
• 40:24
  at.
• 40:24
  I'm
• 40:25
  going
• 40:25
  to
• 40:25
  put
• 40:26
  myself
• 40:26
  out
• 40:26
  there.
• 40:27
  I
• 40:27
  will
• 40:27
  be
• 40:28
  top
• 40:28
  of
• 40:28
  mind
• 40:29
  when
• 40:29
  opportunities
• 40:30
  come
• 40:30
  up.
• 40:31
  You
• 40:31
  don't
• 40:32
  ever
• 40:32
  get
• 40:32
  something
• 40:32
  for
• 40:32
  nothing.
• 40:33
  No.
• 40:33
  Got
• 40:33
  to
• 40:33
  get
• 40:33
  those
• 40:34
  reps
• 40:34
  in.
• 40:34
  Right.
• 40:35
  I
• 40:35
  think
• 40:35
  actually
• 40:35
  the
• 40:36
  best
• 40:36
  thing
• 40:36
  with
• 40:36
  today's
• 40:37
  social
• 40:37
  media
• 40:37
  platforms
• 40:38
  is
• 40:38
  that
• 40:38
  if
• 40:38
  you
• 40:38
  put
• 40:39
  out
• 40:39
  a
• 40:39
  piece
• 40:39
  of
• 40:39
  content
• 40:39
  and
• 40:39
  it's
• 40:40
  terrible,
• 40:40
  it's
• 40:40
  like
• 40:40
  no
• 40:40
  one
• 40:41
  will
• 40:41
  see
• 40:41
  it
• 40:41
  anyway.
• 40:41
  Yeah,
• 40:41
  yeah.
• 40:42
  It'll
• 40:42
  die
• 40:43
  a
• 40:43
  death.
• 40:43
  Two
• 40:43
  people
• 40:43
  will
• 40:43
  see
• 40:44
  it
• 40:44
  and
• 40:44
  nobody
• 40:44
  else.
• 40:44
  And
• 40:44
  you
• 40:45
  didn't
• 40:45
  actually
• 40:45
  even
• 40:45
  embarrass
• 40:45
  yourself,
• 40:46
  so
• 40:46
  who
• 40:46
  cares?
• 40:46
  Yeah,
• 40:47
  just
• 40:47
  do
• 40:47
  it.
• 40:47
  And
• 40:47
  that's
• 40:47
  what
• 40:47
  I
• 40:48
  say.
• 40:48
  Just
• 40:48
  like
• 40:48
  put
• 40:48
  it
• 40:49
  out
• 40:49
  anyway.
• 40:49
  No
• 40:49
  one's
• 40:49
  going
• 40:49
  to
• 40:49
  see
• 40:50
  it.
• 40:50
  Like
• 40:51
  so.
• 40:51
  And,
• 40:51
  and
• 40:51
  actually,
• 40:52
  like,
• 40:52
  if
• 40:52
  you
• 40:52
  keep
• 40:52
  doing
• 40:52
  it,
• 40:53
  like,
• 40:53
  no
• 40:54
  one
• 40:54
  will
• 40:54
  see
• 40:54
  it
• 40:54
  until
• 40:54
  they
• 40:55
  do
• 40:55
  and
• 40:55
  then
• 40:55
  you've
• 40:55
  won.
• 40:56
  Yeah.
• 40:56
  And
• 40:56
  you
• 40:57
  just,
• 40:57
  as
• 40:57
  you
• 40:57
  say,
• 40:57
  get
• 40:57
  the
• 40:57
  reps
• 40:58
  in
• 40:58
  and
• 40:58
  then
• 40:58
  the
• 40:59
  payoff
• 40:59
  is
• 40:59
  worth
• 40:59
  it.
• 41:00
  Think
• 41:01
  about
• 41:01
  how
• 41:01
  long
• 41:01
  most
• 41:02
  of
• 41:02
  us
• 41:02
  go
• 41:02
  to
• 41:02
  university
• 41:02
  for
• 41:03
  or,
• 41:04
  you
• 41:04
  know,
• 41:04
  grind
• 41:05
  away
• 41:05
  for
• 41:05
  promotion.
• 41:06
  And
• 41:06
  the
• 41:06
  boss
• 41:06
  says,
• 41:06
  not
• 41:06
  this
• 41:07
  year,
• 41:07
  maybe
• 41:07
  next
• 41:07
  year.
• 41:07
  And
• 41:08
  in
• 41:08
  that
• 41:08
  situation
• 41:08
  you're
• 41:09
  fine
• 41:09
  with
• 41:09
  waiting.
• 41:10
  Well,
• 41:10
  you're
• 41:10
  maybe
• 41:10
  not
• 41:10
  fine
• 41:11
  with
• 41:11
  it,
• 41:11
  but
• 41:11
  you're
• 41:11
  willing
• 41:12
  to
• 41:12
  wait
• 41:12
  a
• 41:12
  year.
• 41:13
  The
• 41:14
  idea
• 41:14
  of
• 41:14
  taking
• 41:14
  a
• 41:15
  year
• 41:15
  to
• 41:15
  build
• 41:15
  up
• 41:15
  on
• 41:15
  this
• 41:16
  is
• 41:16
  sort
• 41:17
  of.
• 41:17
  And
• 41:18
  we
• 41:18
  don't
• 41:18
  want
• 41:18
  to.
• 41:18
  But
• 41:19
  this
• 41:19
  is
• 41:19
  the
• 41:19
  reality.
• 41:20
  If
• 41:20
  you
• 41:20
  want
• 41:20
  something,
• 41:21
  there's
• 41:21
  going
• 41:21
  to
• 41:21
  be
• 41:21
  a
• 41:22
  cost,
• 41:22
  there's
• 41:22
  going
• 41:22
  to
• 41:22
  be
• 41:22
  a
• 41:22
  build
• 41:23
  first.
• 41:23
  Is
• 41:23
  that
• 41:24
  old
• 41:24
  adage
• 41:24
  of
• 41:24
  like
• 41:24
  overnight
• 41:25
  success
• 41:25
  only
• 41:26
  takes
• 41:26
  10
• 41:26
  years?
• 41:26
  Yes.
• 41:27
  And
• 41:27
  people
• 41:27
  don't
• 41:27
  really
• 41:28
  want
• 41:28
  to
• 41:28
  believe
• 41:28
  that.
• 41:29
  People
• 41:29
  always
• 41:29
  see
• 41:29
  like
• 41:30
  the
• 41:30
  companies
• 41:30
  take
• 41:30
  off
• 41:31
  and
• 41:31
  go,
• 41:31
  oh
• 41:32
  man,
• 41:32
  they're
• 41:32
  so
• 41:32
  good,
• 41:32
  or
• 41:33
  whatever
• 41:33
  it
• 41:33
  is.
• 41:33
  And
• 41:33
  it's
• 41:33
  like,
• 41:34
  no,
• 41:34
  like
• 41:34
  this
• 41:34
  took
• 41:34
  10
• 41:35
  years
• 41:35
  of
• 41:35
  grinding
• 41:36
  to
• 41:36
  get
• 41:36
  to
• 41:36
  this
• 41:36
  point,
• 41:37
  like,
• 41:37
  and
• 41:37
  no
• 41:38
  one
• 41:38
  wants
• 41:38
  to
• 41:38
  do
• 41:38
  it.
• 41:38
  There's
• 41:39
  things
• 41:39
  like
• 41:39
  humans
• 41:40
  just
• 41:40
  don't
• 41:40
  like
• 41:40
  to
• 41:41
  do
• 41:41
  the
• 41:41
  hard
• 41:41
  stuff.
• 41:42
  Like,
• 41:42
  we're
• 41:42
  lazy
• 41:43
  by
• 41:43
  nature.
• 41:44
  And
• 41:44
  so
• 41:44
  I
• 41:44
  think
• 41:44
  for
• 41:45
  people
• 41:45
  listening
• 41:45
  to
• 41:45
  us
• 41:45
  who
• 41:45
  really
• 41:46
  want
• 41:46
  something,
• 41:46
  you
• 41:46
  have
• 41:46
  to
• 41:46
  understand
• 41:48
  if
• 41:48
  you
• 41:49
  really
• 41:49
  want
• 41:49
  those
• 41:49
  outsized
• 41:50
  returns
• 41:50
  that
• 41:51
  no
• 41:51
  one
• 41:51
  else
• 41:51
  is
• 41:51
  getting
• 41:51
  in
• 41:52
  your
• 41:52
  career
• 41:52
  or
• 41:52
  your
• 41:52
  business,
• 41:53
  unfortunately,
• 41:54
  the
• 41:54
  people
• 41:54
  who
• 41:54
  get
• 41:55
  that
• 41:55
  work
• 41:55
  their
• 41:55
  ass
• 41:55
  off.
• 41:57
  We
• 41:57
  probably
• 41:58
  demonize
• 41:58
  hustle
• 41:59
  culture
• 41:59
  a
• 41:59
  lot
• 41:59
  these
• 41:59
  days.
• 41:59
  And
• 42:00
  I'm
• 42:00
  not
• 42:00
  necessarily
• 42:00
  saying
• 42:01
  that
• 42:01
  toxic
• 42:02
  hustle
• 42:02
  culture
• 42:02
  is
• 42:02
  good,
• 42:02
  because
• 42:03
  it's
• 42:03
  not.
• 42:03
  But
• 42:04
  hard
• 42:04
  work
• 42:04
  is
• 42:05
  still
• 42:05
  needed.
• 42:06
  You
• 42:06
  still
• 42:06
  have
• 42:06
  to
• 42:06
  work
• 42:07
  hard
• 42:07
  if
• 42:07
  you
• 42:07
  want
• 42:07
  these
• 42:07
  big
• 42:08
  results.
• 42:09
  Building
• 42:09
  a
• 42:09
  personal
• 42:09
  brand
• 42:09
  is
• 42:10
  not
• 42:10
  easy.
• 42:10
  And
• 42:10
  the
• 42:11
  more
• 42:11
  you
• 42:11
  work
• 42:11
  and
• 42:11
  the
• 42:11
  better
• 42:12
  you
• 42:12
  become,
• 42:12
  the
• 42:12
  bigger
• 42:13
  it
• 42:13
  will
• 42:13
  be.
• 42:13
  And
• 42:14
  it's
• 42:14
  got
• 42:14
  an
• 42:14
  exponential
• 42:15
  return.
• 42:15
  I
• 42:15
  think
• 42:15
  there's
• 42:16
  also
• 42:16
  the
• 42:16
  other
• 42:16
  good
• 42:17
  thing
• 42:17
  about
• 42:17
  it.
• 42:18
  Our
• 42:18
  brand
• 42:18
  grows
• 42:19
  exponentially
• 42:19
  and
• 42:19
  the
• 42:20
  business
• 42:20
  grows
• 42:20
  exponentially
• 42:21
  because
• 42:21
  of
• 42:22
  how
• 42:22
  much
• 42:22
  more
• 42:22
  we're
• 42:22
  putting
• 42:22
  into
• 42:23
  it.
• 42:23
  Whereas
• 42:24
  if
• 42:24
  you
• 42:24
  run
• 42:24
  everything
• 42:24
  on
• 42:25
  just
• 42:25
  buying
• 42:26
  the
• 42:26
  shortcut
• 42:26
  towards
• 42:27
  buying
• 42:27
  ads,
• 42:28
  and
• 42:28
  if
• 42:29
  I
• 42:29
  just
• 42:29
  buy
• 42:29
  ads,
• 42:29
  which
• 42:29
  is
• 42:30
  kind
• 42:30
  of
• 42:30
  like
• 42:30
  getting
• 42:30
  a
• 42:31
  zenbook,
• 42:31
  right.
• 42:32
  That's
• 42:32
  the
• 42:32
  shortcut
• 42:32
  to
• 42:32
  getting
• 42:33
  to
• 42:33
  it.
• 42:33
  As
• 42:34
  soon
• 42:34
  as
• 42:34
  you
• 42:34
  stop
• 42:34
  taking
• 42:34
  it.
• 42:35
  Okay,
• 42:35
  well,
• 42:36
  always
• 42:36
  start
• 42:36
  paying
• 42:36
  for
• 42:37
  ads.
• 42:38
  The
• 42:38
  wait
• 42:39
  comes
• 42:39
  back
• 42:39
  or
• 42:39
  the
• 42:39
  lead
• 42:40
  stop.
• 42:41
  Whereas
• 42:41
  for
• 42:41
  us,
• 42:42
  I
• 42:42
  could
• 42:42
  not
• 42:42
  post
• 42:42
  for
• 42:43
  a
• 42:43
  month,
• 42:43
  and
• 42:43
  inbounds
• 42:43
  would
• 42:44
  still
• 42:44
  come.
• 42:44
  We
• 42:44
  still
• 42:44
  have
• 42:44
  brand
• 42:45
  out
• 42:45
  there.
• 42:46
  We
• 42:46
  post
• 42:46
  barely
• 42:47
  anything
• 42:47
  on
• 42:47
  Instagram
• 42:48
  in
• 42:48
  January
• 42:48
  because
• 42:48
  we
• 42:48
  were
• 42:48
  kind
• 42:49
  of
• 42:49
  all
• 42:49
  on
• 42:49
  leave
• 42:49
  and
• 42:49
  doing
• 42:49
  stuff.
• 42:50
  We
• 42:50
  still
• 42:50
  did
• 42:50
  5
• 42:50
  million
• 42:51
  views
• 42:51
  on
• 42:51
  Instagram
• 42:52
  because
• 42:52
  there's
• 42:53
  a
• 42:53
  catalog
• 42:53
  of
• 42:53
  content
• 42:53
  there
• 42:54
  that
• 42:54
  people
• 42:54
  still
• 42:54
  watch.
• 42:55
  So
• 42:56
  it
• 42:56
  still
• 42:56
  goes.
• 42:56
  And
• 42:57
  I
• 42:57
  think
• 42:57
  you
• 42:57
  build
• 42:57
  this
• 42:57
  asset
• 42:58
  and
• 42:58
  it
• 42:58
  gets
• 42:58
  exponential.
• 42:59
  So
• 42:59
  I
• 42:59
  think
• 42:59
  for
• 42:59
  people
• 42:59
  listening
• 43:00
  who
• 43:00
  want
• 43:00
  to
• 43:00
  do
• 43:00
  this,
• 43:01
  it
• 43:01
  is
• 43:02
  hard
• 43:03
  to
• 43:03
  continue.
• 43:04
  It's
• 43:04
  not
• 43:05
  hard
• 43:05
  actually
• 43:05
  to
• 43:05
  do
• 43:06
  it.
• 43:06
  The
• 43:06
  actual
• 43:07
  thing's
• 43:07
  actually
• 43:07
  quite
• 43:07
  easy.
• 43:08
  It's
• 43:09
  just
• 43:09
  hard
• 43:09
  to
• 43:09
  do
• 43:09
  it
• 43:10
  well
• 43:10
  and
• 43:11
  hard
• 43:11
  to
• 43:11
  get
• 43:11
  to
• 43:11
  a
• 43:11
  point
• 43:11
  where
• 43:12
  it
• 43:12
  actually
• 43:12
  starts
• 43:12
  to
• 43:12
  give
• 43:12
  you
• 43:12
  a
• 43:13
  return.
• 43:13
  Yeah.
• 43:14
  Yeah.
• 43:15
  Okay.
• 43:16
  So
• 43:16
  if
• 43:16
  we
• 43:16
  were
• 43:16
  talking
• 43:17
  to
• 43:17
  the
• 43:18
  average
• 43:18
  person
• 43:18
  listening
• 43:20
  and
• 43:21
  you
• 43:22
  could
• 43:22
  tell
• 43:22
  them
• 43:22
  one
• 43:23
  thing
• 43:23
  to
• 43:24
  start
• 43:24
  doing
• 43:24
  this
• 43:25
  week
• 43:25
  in
• 43:25
  order
• 43:25
  to
• 43:26
  boost
• 43:26
  their
• 43:26
  personal
• 43:26
  brand
• 43:27
  in
• 43:27
  a
• 43:28
  way
• 43:28
  that
• 43:28
  we're
• 43:28
  thinking
• 43:28
  will
• 43:29
  help
• 43:29
  career
• 43:30
  or
• 43:30
  finances,
• 43:31
  what
• 43:31
  would
• 43:32
  that
• 43:32
  be?
• 43:32
  My
• 43:32
  actual
• 43:33
  gut
• 43:33
  answer,
• 43:34
  which
• 43:34
  is
• 43:34
  maybe
• 43:34
  not
• 43:34
  what
• 43:34
  you're
• 43:35
  looking
• 43:35
  for
• 43:35
  is
• 43:36
  go
• 43:36
  out
• 43:36
  and
• 43:36
  meet
• 43:36
  some
• 43:37
  people.
• 43:37
  I
• 43:38
  actually
• 43:38
  think
• 43:38
  is
• 43:38
  the
• 43:38
  thing.
• 43:38
  I
• 43:39
  think
• 43:39
  we
• 43:39
  don't
• 43:39
  do
• 43:39
  it
• 43:40
  enough.
• 43:40
  I
• 43:40
  don't
• 43:41
  think
• 43:41
  people,
• 43:41
  Humans
• 43:41
  get
• 43:41
  out
• 43:42
  enough
• 43:42
  and
• 43:42
  go
• 43:42
  and
• 43:42
  go
• 43:43
  to
• 43:43
  a
• 43:43
  run
• 43:43
  club
• 43:43
  or
• 43:44
  go
• 43:44
  to
• 43:44
  a
• 43:44
  networking
• 43:44
  event
• 43:45
  or,
• 43:45
  you
• 43:45
  know,
• 43:46
  like,
• 43:46
  go
• 43:46
  Go
• 43:46
  to
• 43:46
  all
• 43:46
  these
• 43:47
  events.
• 43:47
  There's
• 43:47
  so
• 43:47
  many
• 43:47
  cool
• 43:48
  events
• 43:48
  out
• 43:48
  there.
• 43:48
  And
• 43:48
  go
• 43:48
  meet
• 43:49
  some
• 43:49
  people.
• 43:49
  I
• 43:49
  just
• 43:49
  don't
• 43:50
  think
• 43:50
  we
• 43:50
  do.
• 43:50
  What
• 43:51
  most
• 43:51
  people
• 43:51
  do
• 43:51
  is
• 43:51
  just
• 43:51
  sit
• 43:51
  in
• 43:52
  their
• 43:52
  house
• 43:52
  and
• 43:52
  hope
• 43:53
  that
• 43:53
  something's
• 43:53
  going
• 43:53
  to
• 43:53
  happen.
• 43:54
  Go
• 43:54
  out
• 43:54
  and
• 43:54
  meet
• 43:54
  some
• 43:55
  people.
• 43:55
  And
• 43:55
  you
• 43:55
  will
• 43:55
  never
• 43:55
  know
• 43:56
  the
• 43:56
  amount
• 43:57
  of
• 43:57
  cool
• 43:57
  people
• 43:57
  I've
• 43:58
  met
• 43:58
  just
• 43:58
  by
• 43:58
  going
• 43:58
  to
• 43:59
  things.
• 43:59
  And
• 43:59
  that
• 43:59
  have
• 43:59
  turned
• 44:00
  into
• 44:00
  massive
• 44:00
  opportunities
• 44:01
  way
• 44:01
  faster
• 44:01
  than
• 44:02
  content
• 44:02
  will
• 44:02
  ever
• 44:02
  do.
• 44:03
  And
• 44:03
  I'm
• 44:03
  like
• 44:03
  the
• 44:04
  guy
• 44:04
  who
• 44:04
  talks
• 44:04
  about
• 44:04
  content
• 44:05
  all
• 44:05
  the
• 44:05
  time,
• 44:05
  and
• 44:05
  I'm
• 44:05
  telling
• 44:06
  you
• 44:06
  to
• 44:06
  go
• 44:06
  and
• 44:06
  meet
• 44:06
  people.
• 44:07
  So
• 44:07
  that's
• 44:07
  my
• 44:07
  first
• 44:07
  thing,
• 44:07
  I
• 44:08
  would
• 44:08
  say.
• 44:08
  The
• 44:08
  second
• 44:09
  thing
• 44:09
  is
• 44:09
  just,
• 44:09
  like,
• 44:09
  write.
• 44:11
  And
• 44:11
  most
• 44:12
  people
• 44:12
  look
• 44:12
  at
• 44:12
  that
• 44:12
  going,
• 44:13
  oh,
• 44:13
  that's
• 44:13
  pretty
• 44:13
  boring.
• 44:14
  Or
• 44:14
  like,
• 44:14
  it's
• 44:14
  not
• 44:14
  going
• 44:14
  to
• 44:15
  do
• 44:15
  a
• 44:15
  lot.
• 44:15
  If
• 44:15
  you
• 44:15
  just
• 44:16
  start
• 44:16
  with
• 44:16
  the
• 44:16
  writing,
• 44:17
  your
• 44:17
  brain
• 44:17
  will
• 44:18
  change.
• 44:19
  Your
• 44:19
  brain
• 44:19
  will
• 44:19
  actually
• 44:19
  start
• 44:20
  to
• 44:20
  change.
• 44:20
  Like,
• 44:21
  you'll
• 44:21
  be
• 44:21
  surprised
• 44:22
  how
• 44:22
  quickly.
• 44:23
  Like,
• 44:23
  if
• 44:23
  you
• 44:23
  did
• 44:24
  on
• 44:24
  a
• 44:24
  platform
• 44:24
  like
• 44:24
  LinkedIn,
• 44:25
  how
• 44:25
  quickly
• 44:26
  opportunities
• 44:26
  will
• 44:26
  come
• 44:27
  back.
• 44:27
  I
• 44:27
  think
• 44:27
  you're
• 44:28
  more
• 44:28
  likely
• 44:29
  to
• 44:29
  get
• 44:29
  opportunities
• 44:30
  on
• 44:30
  LinkedIn
• 44:30
  at
• 44:31
  a
• 44:31
  smaller
• 44:31
  scale
• 44:32
  than
• 44:32
  what
• 44:33
  you
• 44:33
  will
• 44:33
  on
• 44:33
  Instagram
• 44:33
  and
• 44:34
  Facebook.
• 44:34
  Like
• 44:34
  Instagram
• 44:35
  and
• 44:35
  Facebook,
• 44:35
  you
• 44:35
  could
• 44:35
  build
• 44:36
  a
• 44:36
  big
• 44:36
  brand
• 44:36
  and,
• 44:36
  like,
• 44:37
  generate
• 44:37
  income.
• 44:37
  Of
• 44:38
  course,
• 44:38
  I
• 44:39
  know
• 44:39
  plenty
• 44:39
  of
• 44:39
  people
• 44:39
  who
• 44:39
  do
• 44:40
  it,
• 44:41
  but,
• 44:41
  like,
• 44:41
  that's
• 44:41
  a
• 44:41
  different
• 44:42
  league,
• 44:43
  you
• 44:43
  know?
• 44:43
  Like,
• 44:43
  you
• 44:43
  and
• 44:43
  I
• 44:44
  both
• 44:44
  know
• 44:44
  how
• 44:44
  hard
• 44:44
  it
• 44:44
  is
• 44:45
  to
• 44:45
  get
• 44:45
  a
• 44:45
  video
• 44:45
  to
• 44:45
  go
• 44:45
  viral
• 44:46
  every
• 44:46
  time
• 44:46
  on.
• 44:47
  And
• 44:47
  we've
• 44:47
  been
• 44:47
  doing
• 44:47
  it,
• 44:47
  and
• 44:47
  we've
• 44:48
  both
• 44:48
  been
• 44:48
  doing
• 44:48
  it
• 44:48
  for
• 44:48
  years.
• 44:49
  You
• 44:49
  know,
• 44:49
  we
• 44:50
  still
• 44:50
  struggle
• 44:50
  to
• 44:50
  get
• 44:51
  one
• 44:51
  day.
• 44:51
  It
• 44:51
  still
• 44:51
  drives
• 44:51
  me
• 44:51
  crazy.
• 44:52
  It
• 44:52
  still
• 44:52
  does.
• 44:52
  Right.
• 44:53
  But
• 44:53
  on
• 44:53
  LinkedIn,
• 44:54
  you
• 44:54
  could
• 44:54
  probably
• 44:55
  comfortably
• 44:55
  get
• 44:56
  2
• 44:56
  to
• 44:56
  3,000
• 44:57
  people
• 44:57
  in
• 44:57
  your
• 44:58
  target
• 44:58
  audience.
• 44:58
  So
• 44:58
  you
• 44:58
  post
• 44:59
  every
• 44:59
  day?
• 44:59
  Every
• 45:00
  single
• 45:00
  day.
• 45:01
  Like,
• 45:01
  we
• 45:01
  would
• 45:01
  love
• 45:02
  it
• 45:02
  if
• 45:02
  2
• 45:02
  to
• 45:02
  3,000
• 45:03
  advertisers
• 45:03
  looked
• 45:03
  at
• 45:03
  us
• 45:04
  every
• 45:04
  day.
• 45:04
  You
• 45:04
  can
• 45:05
  make
• 45:05
  that
• 45:05
  happen
• 45:05
  on
• 45:05
  LinkedIn,
• 45:06
  right?
• 45:06
  And
• 45:06
  that
• 45:06
  they
• 45:06
  could
• 45:07
  do
• 45:07
  that.
• 45:07
  That's
• 45:08
  such
• 45:08
  solid
• 45:08
  advice.
• 45:09
  All
• 45:09
  right,
• 45:09
  well,
• 45:09
  if
• 45:09
  people
• 45:10
  want
• 45:10
  to
• 45:10
  get
• 45:11
  in
• 45:11
  touch
• 45:11
  with
• 45:11
  you
• 45:11
  and
• 45:11
  as
• 45:11
  you
• 45:12
  say,
• 45:12
  be
• 45:12
  charged
• 45:12
  an
• 45:13
  arm
• 45:13
  and
• 45:13
  a
• 45:13
  leg
• 45:13
  for
• 45:13
  someone
• 45:13
  who's
• 45:14
  already
• 45:14
  put
• 45:14
  in
• 45:14
  the
• 45:14
  reps
• 45:15
  or
• 45:16
  even
• 45:16
  just
• 45:16
  watch
• 45:16
  your
• 45:17
  stuff,
• 45:17
  where
• 45:17
  can
• 45:17
  they
• 45:17
  find
• 45:17
  you?
• 45:18
  I
• 45:18
  mean,
• 45:18
  probably
• 45:18
  if
• 45:19
  you
• 45:19
  Google
• 45:19
  Stanley
• 45:19
  Henry
• 45:20
  or
• 45:20
  Attention
• 45:20
  Seeker,
• 45:21
  you'll
• 45:21
  find
• 45:21
  us.
• 45:21
  And
• 45:22
  if
• 45:22
  you
• 45:22
  don't,
• 45:22
  we
• 45:22
  aren't
• 45:23
  doing
• 45:23
  our
• 45:23
  job.
• 45:23
  Right,
• 45:23
  so.
• 45:24
  And
• 45:25
  I
• 45:25
  will
• 45:25
  warn
• 45:25
  you
• 45:26
  now,
• 45:26
  and
• 45:26
  I'll
• 45:26
  look
• 45:26
  down
• 45:26
  the
• 45:27
  camera
• 45:27
  so
• 45:27
  you
• 45:27
  can
• 45:27
  see
• 45:27
  me.
• 45:28
  Don't
• 45:28
  blame
• 45:28
  me
• 45:28
  when
• 45:29
  all
• 45:29
  you
• 45:29
  see
• 45:29
  is
• 45:30
  me
• 45:30
  and
• 45:30
  my
• 45:30
  team
• 45:30
  on
• 45:30
  your
• 45:31
  feed
• 45:31
  from
• 45:31
  now
• 45:31
  on,
• 45:32
  because
• 45:32
  I
• 45:32
  always
• 45:33
  get
• 45:33
  better
• 45:33
  responses.
• 45:34
  I
• 45:34
  can't
• 45:34
  get
• 45:34
  away
• 45:35
  from
• 45:35
  you
• 45:35
  now.
• 45:35
  Yeah,
• 45:36
  yeah.
• 45:37
  People
• 45:37
  should
• 45:37
  be
• 45:37
  careful
• 45:37
  what
• 45:38
  they
• 45:38
  wish
• 45:38
  for.
• 45:39
  Yeah.
• 45:39
  Hopefully
• 45:40
  it's
• 45:40
  good.
• 45:40
  Yeah,
• 45:40
  yeah,
• 45:40
  yeah.
• 45:41
  Hey,
• 45:41
  I
• 45:41
  really
• 45:41
  appreciate
• 45:42
  it.
• 45:42
  Thank
• 45:42
  you
• 45:42
  so
• 45:43
  much.
• 45:43
  All
• 45:43
  the
• 45:43
  wisdom,
• 45:44
  Stanley
• 45:44
  Henry,
• 45:45
  the
• 45:45
  attention
• 45:45
  seeker.
• 45:46
  Now,
• 45:46
  if
• 45:46
  this
• 45:46
  was
• 45:46
  helpful
• 45:47
  to
• 45:47
  you,
• 45:47
  share
• 45:47
  it
• 45:47
  with
• 45:47
  a
• 45:48
  friend.
• 45:48
  Let's
• 45:48
  all
• 45:49
  level
• 45:49
  up
• 45:49
  our
• 45:49
  careers
• 45:50
  and
• 45:50
  our
• 45:50
  finances
• 45:51
  together.
• 45:51
  Until
• 45:51
  next
• 45:52
  time,
• 45:52
  have
• 45:52
  a
• 45:52
  great
• 45:53
  day.
• 45:55
  This
• 45:55
  podcast
• 45:55
  can
• 45:56
  only
• 45:56
  give
• 45:56
  you
• 45:56
  general
• 45:57
  information
• 45:57
  about
• 45:57
  how
• 45:58
  things
• 45:58
  work
• 45:58
  in
• 45:59
  most
• 45:59
  situations.
• 46:00
  It's
• 46:00
  not
• 46:01
  individual
• 46:01
  financial
• 46:02
  advice.
• 46:02
  If
• 46:03
  you're
• 46:03
  after
• 46:03
  that,
• 46:03
  a
• 46:04
  financial
• 46:04
  advisor
• 46:05
  is
• 46:05
  always
• 46:05
  the
• 46:05
  best
• 46:06
  bet.