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Speaker 1: Hi, I'm Britney Saunders and welcome to Big Business, the

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Speaker 1: place where business is far from boring. And today I'm

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Speaker 1: recording on gadigl Land. Now I somehow managed to build

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Speaker 1: an empire from the garage underneath my house and I'm

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Speaker 1: here to share it all with you, from the winds,

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Speaker 1: the huge mistakes and the funny moments in between. So,

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Speaker 1: whether you're in business already or not in the game

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Speaker 1: at all, maybe you're just after some inspo, or you

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Speaker 1: simply want to hear the team, this is the podcast

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Speaker 1: for you now. Coming up on today's episode, I'm very

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Speaker 1: excited for this one because I'm joined by a very

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Speaker 1: special guest and I almost feel as if though you

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Speaker 1: have definitely bought a product that this guest has created.

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Speaker 1: I feel like at one point in everyone's lifetime you

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Speaker 1: would have owned one of these products. I am joined

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Speaker 1: by the founder and CEO of Lannolips and iconic Australian brand,

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Speaker 1: Kirston Carryoll. Kirsten's sellout success took off in the early

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Speaker 1: two thousands after a long haul flight left her lips

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Speaker 1: cracked and dry, with a bag full of balms and

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Speaker 1: not a single one that could keep her lips hydrated.

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Speaker 1: She remembered using Lanolin as a small child on her

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Speaker 1: grandparents sheep farm. Her dad called it Nature's wonder moisturizer.

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Speaker 1: On that flight, carry All decided to bring Lanelin back. Now.

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Speaker 1: Lanolips is a global, multimillion dollar sensation with an impressive

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Speaker 1: cult following. Even celebs like gg Ha Did, Drew Barrymore,

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Speaker 1: Sienna Miller, and Miranda Kerr can't get enough. The brand's

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Speaker 1: hero product, which is the original one oh one ointment

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Speaker 1: multipurpose superbum, has the powerful ability to hold four hundred

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Speaker 1: times its weight in water and is sold globally at

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Speaker 1: a staggering rate of one tube per minute. I know

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Speaker 1: in my lifetime I've had a multitude of Lano Lips

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Speaker 1: products lying around in the bottom of my handbag. And

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Speaker 1: I'm so excited to be chatting with you today, Kirsten.

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Speaker 2: Thank you. I'm glad to be here.

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Speaker 1: I feel like I'm sitting with a business icon. You're

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Speaker 1: like royalty in the business.

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Speaker 2: World to me. Oh gosh, thank you.

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Speaker 1: The story of Lano Lips is so inspiring and I

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Speaker 1: love that you just came in with a bag of

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Speaker 1: Lanno Lips goodies for me.

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Speaker 2: Thank you so much for that.

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Speaker 1: I'll be taking that back to the office and sharing

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Speaker 1: it around. I feel as if, though, at some point

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Speaker 1: in everyone's life that's probably listening to this episode and

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Speaker 1: following me on social media, there's been a Lanno Lips

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Speaker 1: in your bag at some point, you know, throughout your life.

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Speaker 1: It's such an iconic staple. And I think my first

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Speaker 1: ever memory of seeing Lano Lips was when I was

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Speaker 1: a teenager and you were in David Jones. Yeah. I

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Speaker 1: think that's like my first memory of going to David

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Speaker 1: Jones with my mum in the beauty section and I'd

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Speaker 1: always see Lanno Lips there, Like that's my first memory.

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Speaker 1: This is like ten plus years ago.

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Speaker 2: Yeah, I've always been there actually.

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Speaker 1: Yeah. So it's such an iconic brand that I feel

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Speaker 1: like everyone knows. And Lanno Lips has just celebrated it's

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Speaker 1: fifteenth birthday.

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Speaker 2: Yeah, which is amazing.

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Speaker 1: Yeah, So happy birthday to Lane you, Happy birthday to

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Speaker 1: you do. Yeah.

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Speaker 3: It's pretty wild, actually, that part. I can't believe it's

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Speaker 3: been fifteen years.

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Speaker 1: Yeah, when you first started Lanner Lips, which was obviously

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Speaker 1: quite some time ago. Now, what was your mindset at

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Speaker 1: that time, and did you see yourself doing this for

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Speaker 1: fifteen years and did you see it becoming this iconic brand?

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Speaker 1: Like what was your mindset around that time?

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Speaker 3: I was really product first driven, like I just wanted

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Speaker 3: to create this amazing product. I didn't have a huge

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Speaker 3: vision at the beginning because there weren't many people who

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Speaker 3: had done an indie brand before me that I had

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Speaker 3: read about, or like, now you can see lots of

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Speaker 3: stories about people who had done it before, and you

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Speaker 3: can see you can kind of imagine the pathway it

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Speaker 3: can go on, Whereas I just knew brands were in

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Speaker 3: stores that was it. So I didn't really know what

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Speaker 3: was going to happen next. So I was very naive,

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Speaker 3: and I think a lot of founders kind of have

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Speaker 3: that naivete and if you overthink things, you never do

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Speaker 3: them anyway. And I think if you were an overthinker

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Speaker 3: and you're not overplanner and everything has to be perfect

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Speaker 3: and that it's not for you because you'll psych yourself out.

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Speaker 3: So I think that was actually pretty good in the beginning.

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Speaker 3: But I did want to create an iconic brand. I

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Speaker 3: knew I wanted to create something that would hopefully live forever,

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Speaker 3: and I wanted to create a staple product that was

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Speaker 3: really for everyone and not just in a particular moment

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Speaker 3: or place in time. I wanted it to be something

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Speaker 3: that anyone could have.

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Speaker 1: Yeah, I absolutely love that, And I love that you

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Speaker 1: say how you were naive going into business, and I

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Speaker 1: think a lot of successful business owners will say the

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Speaker 1: same thing. Is like, I know, I'm the same. When

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Speaker 1: I started Fate my clothing brand. It wasn't this, Oh,

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Speaker 1: I'm going to have this brand and it's going to

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Speaker 1: look like this and it's going to be amazing. You

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Speaker 1: just kind of go in almost blind. But I think

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Speaker 1: that's the beauty of it. And I think one thing

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Speaker 1: that a lot of founders and entrepreneurs that are starting

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Speaker 1: up in today's times is they may be more likely

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Speaker 1: to overthink everything because there's so much out there now

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Speaker 1: for them to compare themselves to.

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Speaker 3: I think that's exactly right. And I feel like all

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Speaker 3: of my lessons learned, I reckon ninety percent of my

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Speaker 3: business lessons learned and personal happy by making mistakes, and

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Speaker 3: you improve by doing something the wrong way. And if

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Speaker 3: you don't, if you try to avoid all about you vote.

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Speaker 2: A lot of lesson learning.

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Speaker 3: Yes, And I think that the best entrepreneurs are often

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Speaker 3: on their second or third business. And that's why because

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Speaker 3: they do one, they learn all this and then they

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Speaker 3: go the next one they learn a bit more, and

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Speaker 3: than the third one they.

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Speaker 2: Get it right, fourth or whatever.

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Speaker 3: Yeah, but I think going into business on your first

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Speaker 3: time and having a pathway and following all of that,

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Speaker 3: that's just doesn't exist.

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Speaker 1: No, and it very well made for some you know.

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Speaker 1: And I guess if you or I were to start

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Speaker 1: a business today from scratch, because of our experience, we

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Speaker 1: would have more of a I guess, a clear plan, yes,

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Speaker 1: But the beauty of business is kind of just going

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Speaker 1: for it.

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Speaker 3: Yeah. You just get started, Yes, get put one foot

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Speaker 3: in front of the other. I mean, the whole idea

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Speaker 3: is I think Zuckerberg that famous quote move fast and

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Speaker 3: break things.

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Speaker 2: There's a lot to be said for that. You just

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Speaker 2: get started, Like.

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Speaker 3: Yeah, making it perfect and never launching is the biggest

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Speaker 3: mistake of all.

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Speaker 1: Yes, And I think it is that that holds people

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Speaker 1: back in the first place, like they're just they have

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Speaker 1: that fear.

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Speaker 3: And if you're like that, don't start a business. Go

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Speaker 3: and work for an amazing company, get an amazing salary,

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Speaker 3: there's some great careers you don't need to start. You

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Speaker 3: don't need to start a business. It can be amazing

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Speaker 3: and easier the other way around. Yeah, if you're going

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Speaker 3: to be like overplanning and not worry and worrying and

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Speaker 3: risk averse and all of that, just don't start a business.

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Speaker 3: Go and work for someone and have an amazing career

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Speaker 3: without all that risk.

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Speaker 1: It's all about finding what it is exactly that you

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Speaker 1: want to do and also what you're good at.

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Speaker 2: Yep. I finally, yep, I love that.

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Speaker 1: I love meeting other owners because I feel like we

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Speaker 1: all just get it.

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Speaker 2: Yeah, hearing you say like the language, Yeah, and.

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Speaker 1: Learning from mistakes, like that's the only way I've learned

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Speaker 1: how to do anything, just by fucking up and.

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Speaker 3: Knowing my being slapped. Honestly, that's the best way to learn.

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Speaker 1: I couldn't agree more. In those early days, what were

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Speaker 1: some of the challenges that you did face in those

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Speaker 1: startup days?

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Speaker 2: There's a lot.

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Speaker 3: I mean every step there was a mistake along the way.

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Speaker 3: I mean small little things in the very very beginning,

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Speaker 3: Like our first color range we had four colors. We

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Speaker 3: launched with the one on one ointment and four tinted balms.

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Speaker 3: They're still our original tinted balm formula today. But I

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Speaker 3: developed these colors. I was super into beauty, and I

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Speaker 3: developed these beautiful Like there was a beautiful coral which

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Speaker 3: on the lips it basically make accord at sunshine because

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Speaker 3: you put it on and it's basically it lit up

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Speaker 3: your whole face.

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Speaker 2: It was this magical color.

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Speaker 3: I had a red, which was like the perfect cherry

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Speaker 3: bitten lips red. And there was another color which was

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Speaker 3: like the perfect kind of nude but with a little

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Speaker 3: bit of a Layolaiki undertone. It was just like the

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Speaker 3: perfect kind of nineties nud. There were awesome colors, but

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Speaker 3: in the tube on the counter consumer looking at them,

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Speaker 3: they just didn't get them. Yeah, because they were just

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Speaker 3: they didn't have what they what I now know to

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Speaker 3: be called shelf appeal. So it doesn't matter what it

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Speaker 3: looks like on the lips if you can't get that

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Speaker 3: first sale, if you can't get them to buy it

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Speaker 3: to begin with, it doesn't actually matter if it's the

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Speaker 3: best color in the world.

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Speaker 2: So I learned a lot. That was a big I

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Speaker 2: think the other fig I keep.

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Speaker 3: I remember this the other day we had about two

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Speaker 3: or three years in, we had a disaster where retailers

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Speaker 3: started to call us and say, your tubes are sticky,

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Speaker 3: and I'm like, what's going on, Like, well, how can

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Speaker 3: the tubes be STICKI are they dirtier? Sticky fingers touching up.

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Speaker 3: We didn't have boxes at the time, and then just

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Speaker 3: selling like just the tubes. So no, it was like

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Speaker 3: it was like a hand craym or our. We had

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Speaker 3: lip balms and the tubes were getting sticky. Yeah, exactly,

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Speaker 3: it was just the chube. We didn't have boxes, yeah,

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Speaker 3: which we now have obviously, But and then I started

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Speaker 3: checking our samples and they were sticky too, And I

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Speaker 3: didn't know what was going on until I realized despite

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Speaker 3: all our stability testings, by all the prepreparation, lanelin is

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Speaker 3: really really dense and thick, and you wouldn't think it

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Speaker 3: can go through plastic.

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Speaker 2: But it does.

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Speaker 1: Oh my goodness.

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Speaker 3: So we had all these products, like there was a

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Speaker 3: whole bunch of lip balms in this product called dry

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Speaker 3: Skin Cell of Gold Moment, which is still our hero

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Speaker 3: product today. It's amazing, but it was so dense and

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Speaker 3: thick it's slowly sleep seeping through the plastic.

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Speaker 1: Wow.

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Speaker 3: And U stability test. When you manufacture anything, you probably

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Speaker 3: know you go through whether it's three to six months,

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Speaker 3: stability testing, and that includes compatibility testing with materials. So

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Speaker 3: that should have come up, but it didn't because it

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Speaker 3: just took so long to happen. So we basically had

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Speaker 3: this disaster where we're recalling thousands and thousands of products

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Speaker 3: where the landin was going going through the wall of

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Speaker 3: the tube. So then I learned about something, you know,

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Speaker 3: like these high density plastic materials with like an inner

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Speaker 3: wall inside this layer of plastic, and that solved that.

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Speaker 3: But that was an absolute commercial disaster. That was hundreds

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Speaker 3: of thousands of dollars worth of stock. So you know,

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Speaker 3: there's lots of little examples, like that's splitting tubes. You know,

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Speaker 3: the little crimp.

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Speaker 2: At the top of the tube.

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Speaker 1: Yeah, that popping open, that can pop open.

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Speaker 3: We had a situation we were putting eighty thousand units

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Speaker 3: of them on the front cover of L magazine and

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Speaker 3: I knew the editor at the time, and it was

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Speaker 3: a brand new product and the tube was being stuck

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Speaker 3: on the front of the magazine.

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Speaker 1: Oh, like an actual gift, Like, yeah, it was a

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Speaker 1: front magazine.

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Speaker 2: It's a front cover mount Wow.

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Speaker 3: And I got sent the retention sample, which she always

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Speaker 3: gets sent one from each batch before they sent out

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Speaker 3: the full.

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Speaker 2: Batch, and I squeezed the tube.

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Speaker 3: I always like squeeze it, and it just popped open

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Speaker 3: and all the bomb just comes oozing out. And I

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Speaker 3: squeezed the other one and it happened again, and I

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Speaker 3: was like, oh my god, I'm gonna have eighty thousand

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Speaker 3: l magazines in every newspaper in Australia and every lip

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Speaker 3: barm is gonna pop and it's going to ruin every

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Speaker 3: magazine and every newspaper underneath it, and I'm going to

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Speaker 3: get sued not And it was just an absolute huge

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Speaker 3: disaster and it had all been made, so what Yeah,

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Speaker 3: it was there. So I had to throw down to

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Speaker 3: Melbourne the next morning. My manufacturer was there. I sat

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Speaker 3: down with them and they had to rerun all the

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Speaker 3: tubes through the cremping machine again at a higher heat.

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Speaker 3: And I've never done that before and hopefully we'll never

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Speaker 3: do it again. It looked really ugly because the tubes

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Speaker 3: were kind of double crimped, but I just sat there

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Speaker 3: because they weren't.

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Speaker 2: Going to do it.

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Speaker 3: They were kind of like, it's not right. Anyway they

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Speaker 3: did it.

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Speaker 2: I was there all day. They looked pretty weird.

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Speaker 1: But you had to do it.

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Speaker 2: Really lucky that that.

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Speaker 3: Tube did not go on the front cover of that

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Speaker 3: magazine two thousands of newsagents in Australia.

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Speaker 1: Wow, that would have been a disaster. One of the

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Speaker 1: biggest things that I have learned in my business journey

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Speaker 1: so far, which is about six years, is there's never

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Speaker 1: not going to be something going wrong.

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Speaker 2: Yeah, like absolutely all the time.

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Speaker 1: Like you might have a tiny little stint where everything

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Speaker 1: seems to be going perfectly and running smoothly. Yeah, But

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Speaker 1: I think as well, especially because of social media, and

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Speaker 1: like I'll say, even I'm guilty of this, Like on

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Speaker 1: social media, running businesses just looks like fun and events

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Speaker 1: and this, that and the other. Like we do kind

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Speaker 1: of paint this picture on social media that business is

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Speaker 1: fine and easy and nothing ever really goes wrong. But

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Speaker 1: I'd say in reality, it's quite the opposite.

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Speaker 3: Everything goes wrong all the time, and the bigger you get,

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Speaker 3: the more your job is basically problem solving.

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Speaker 1: Yes, I couldn't agree more. And so my next question

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Speaker 1: was going to be, like, in contrast, asked, you know

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Speaker 1: what are I guess some challenges that you face more

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Speaker 1: so recently, and now that your business is, you know,

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Speaker 1: fifteen years in, how different is it to those early days.

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Speaker 1: Obviously by this point you have probably worked out a

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Speaker 1: lot of those manufacturing issues and kind of really streamlined that.

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Speaker 3: The manufacturing stuff overall. Yes, we've got a head around.

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Speaker 3: I think you can have big problems with big retailers now.

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Speaker 3: I think we have about eighty to ninety percent of

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Speaker 3: our business through retailers.

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Speaker 2: So yes, not data.

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Speaker 1: See.

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Speaker 3: Yeah, and working with retailers is an art. It's not

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Speaker 3: a science, and an art.

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Speaker 1: I've always been fascinated by it, and especially seeing like

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Speaker 1: new businesses popping up and all of a sudden they're

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Speaker 1: in Priceline and I'm like, how.

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Speaker 2: This all work?

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Speaker 3: Yeah, So you are or a just stupid You meet

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Speaker 3: with a retailer somehow, through a friend or a contact,

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Speaker 3: you get a meeting if you're lucky. Often they don't

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Speaker 3: do meetings anymore because of Zoom, but it's their job

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Speaker 3: to look at new brands, so you do.

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Speaker 2: It can happen.

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Speaker 3: It's not out of the question to get a new

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Speaker 3: meeting with the retailer and then a few months later

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Speaker 3: they might say we're interested. And then the window that

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Speaker 3: they're going to launch you is another six months time.

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Speaker 3: And then obviously there's a lot of regulatory stuff, but

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Speaker 3: mostly and a lot of negotiating, and you've got to

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Speaker 3: negotiate the terms and that includes things like marketing, spend

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Speaker 3: with them, and percentages back if they pay early, all

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Speaker 3: sorts of things. There's about ten things you have to negotiate.

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Speaker 1: And don't you pay for the marketing within pay everything? Yeah?

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Speaker 1: And then i've heard even in like supermarkets, if you

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Speaker 1: want that front shelf that like faces like on the end, like,

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Speaker 1: you've got to pay to be there.

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Speaker 2: Yeah, there are shelf space fees. Yeah.

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Speaker 3: And then if you look at any retailer that does

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Speaker 3: seasonal thirty percent off or two to three, we pay

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Speaker 3: all the margins that they lose for that we pay for.

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Speaker 3: So retailer agreements are critically important. It's really important to

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Speaker 3: get those right and it can work. You just have

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Speaker 3: to know what you're doing when you're negotiating them and

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Speaker 3: working with retailers. There's a percentage you put aside in

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Speaker 3: your head that costs you on top of the margin

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Speaker 3: that they take to actually work with them. So getting

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Speaker 3: that's rights really important. And the other thing that's important

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Speaker 3: is often with retailers they are in a no risk

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Speaker 3: situation when it comes to the agreement you do, so

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Speaker 3: they whether you like it or not, and they're word

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Speaker 3: it in different ways, but basically, if your stock doesn't sell,

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Speaker 3: often you will have to take it back or they

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Speaker 3: will charge you back or something like that. So it

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Speaker 3: means that they be always they always win. They always win.

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Speaker 3: I tell you honestly, they always win, and I love them.

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Speaker 3: But no shade to all the retailers love and a door.

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Speaker 3: There are a few that much simpler, but overall there's

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Speaker 3: a lot of little tricks. The trick is and one

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Speaker 3: I think that brought me back to your original question

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Speaker 3: is to challenges now is there was a big retailer

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Speaker 3: we started to work with and they were really bullish

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Speaker 3: about quantities and doors that they wanted to roll out to.

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Speaker 3: It was a very big retailer. There was a around

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Speaker 3: three thousand stores and they wanted to do large quantities

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Speaker 3: across all stores. And we just knew that we've been

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Speaker 3: in the business fifteen years. We know where we say where,

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Speaker 3: we don't, what's normal, what's what? And we did pull

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Speaker 3: it back a bit, but we didn't probably pull it

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Speaker 3: back as much as we should have or could have.

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Speaker 3: And then on their side, they messed out the rollout

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Speaker 3: and it didn't go in properly. It didn't go in

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Speaker 3: early enough, and they got the sales figures and they

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Speaker 3: weren't high because it hadn't rolled out. But then the

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Speaker 3: band counters in a different department make a decision that

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Speaker 3: they're pulling you out literally after two weeks of being

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Speaker 3: in and we weren't even in properly.

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Speaker 1: How do you find like having your product? Obviously you've

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Speaker 1: been doing it for a very long time being stopped

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Speaker 1: in other retail stores, But how I guess, especially in

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Speaker 1: those early days when you first went out into retail,

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Speaker 1: did you feel a certain way about your products being

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Speaker 1: displayed and it was kind of out of your control

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Speaker 1: and the fact that they were going to be sold

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Speaker 1: by someone else who wasn't I guess directly working for

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Speaker 1: your company in repending your brand, did you have any

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Speaker 1: worries or fears around that, not about.

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Speaker 3: The people selling it, but certainly the shelf presence and

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Speaker 3: what it looks like is out of your control. So

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Speaker 3: you have to be very very careful and This is

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Speaker 3: where the product boxes come into play. Like to make

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Speaker 3: your box a little billboard for your products really important.

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Speaker 3: You can't just have this really minimalist box with product

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Speaker 3: name on the front because no one will know what

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Speaker 3: it is, like it has to sell itself.

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Speaker 1: Yeah, and you that's on you as well to have

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Speaker 1: all those retails stands.

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Speaker 3: And you have to pay for the units. Yep, the

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Speaker 3: retail stands.

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Speaker 1: When you first launched into retail, Like, what was the

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Speaker 1: first retailer that you went into?

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Speaker 3: So we launched consecutively across off bunch at the same time,

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Speaker 3: So we were doing Priceline, David Jones Meyer, and Pharmacy

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Speaker 3: all at the same time.

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Speaker 1: When we don't Wow, did you find in those early days?

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Speaker 1: Did you ever go into any of the stores to

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Speaker 1: check out your stands?

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Speaker 2: Yeah? I would hide. I've never to this day.

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Speaker 3: I still will never go in and say, oh my god,

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Speaker 3: product Like I never do it because you get a

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Speaker 3: really different response. Like I like to walk in and

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Speaker 3: say pretty much generally say nothing. But if I was

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Speaker 3: to ask us, I work for the brand, there's a

390
00:17:02,360 --> 00:17:04,000
Speaker 3: product missing here? Do you have it out the back?

391
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Speaker 3: Like I will do a stands. Yeah, and you get

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Speaker 3: a very different response, Like if you know, they'll give

393
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Speaker 3: you a really honest view of the brand or of whatever,

394
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Speaker 3: but if they know it's a founder, you won't get

395
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Speaker 3: the same response. So I always don't ever say I'm

396
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Speaker 3: the founder, but I always go in and tidy upstands.

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Speaker 1: I would.

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Speaker 2: I did it on the weekend.

399
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Speaker 3: I was in Mecca and I was like fussing around

400
00:17:25,160 --> 00:17:27,360
Speaker 3: at the Beauty to Go and making boxes look good.

401
00:17:27,440 --> 00:17:29,439
Speaker 1: I know sometimes even when you're walking just through like

402
00:17:29,440 --> 00:17:31,560
Speaker 1: the beauty island coals or whatever, and you can see

403
00:17:31,560 --> 00:17:33,080
Speaker 1: how messy some of them are, Like I want to

404
00:17:33,080 --> 00:17:34,800
Speaker 1: grab it and eating it up for the brandy.

405
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Speaker 2: They would love it.

406
00:17:36,560 --> 00:17:38,399
Speaker 3: I get photos of friends that got one on the weekend.

407
00:17:38,480 --> 00:17:40,879
Speaker 3: She was in France and we were in Sephora. She's like,

408
00:17:40,960 --> 00:17:44,640
Speaker 3: my daughter tied it up your stand for you. I'm like, thanks,

409
00:17:44,280 --> 00:17:45,360
Speaker 3: really helpful.

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Speaker 1: Yeah, I feel like I would be exactly the same.

411
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Speaker 1: One thing that you did mention to us when we

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Speaker 1: were emailing you to get you on the podcast is

413
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Speaker 1: you mentioned the words building a forever brand. What does

414
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Speaker 1: that mean to you?

415
00:18:00,600 --> 00:18:03,439
Speaker 3: A forever brand is a brand that is around forever.

416
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Speaker 3: Like I think if you look around to the brands

417
00:18:05,320 --> 00:18:08,600
Speaker 3: we all know today, there aren't that many that were

418
00:18:08,640 --> 00:18:10,840
Speaker 3: around one hundred years ago and will be around in

419
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Speaker 3: the next one hundred years. Brands often have a life cycle,

420
00:18:13,840 --> 00:18:17,160
Speaker 3: or they're built for the moment. Yes, And I think

421
00:18:17,160 --> 00:18:18,600
Speaker 3: when you start a brand you have to be really

422
00:18:18,600 --> 00:18:20,560
Speaker 3: clear what's your intention. Is it to build a brand

423
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Speaker 3: or is it to make money? And you can build

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Speaker 3: a brand and make money, but you can also go

425
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Speaker 3: in for the quick buck, and that's okay too, in

426
00:18:27,359 --> 00:18:29,000
Speaker 3: which case, if you're building a brand just to make

427
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Speaker 3: a quick buck, make it of the moment, really scream

428
00:18:31,560 --> 00:18:35,560
Speaker 3: the colors of the generation, make it super culturally sharp,

429
00:18:36,680 --> 00:18:39,840
Speaker 3: and then making money, then get out because in whatever

430
00:18:40,000 --> 00:18:42,399
Speaker 3: year's time, you're going to have to recalibrate what that

431
00:18:42,440 --> 00:18:44,639
Speaker 3: looks like. But I didn't want to do it that

432
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Speaker 3: way because I'm a brand builder at heart. I'm not

433
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Speaker 3: really a salesperson. So for me, I wanted to create something.

434
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Speaker 3: You know, I was really inspired by the Coca Colas

435
00:18:54,240 --> 00:18:56,840
Speaker 3: or the Nikes, and I know every brand person probably

436
00:18:56,880 --> 00:18:59,240
Speaker 3: says that, so it's pretty cringey. But I did want

437
00:18:59,280 --> 00:19:03,480
Speaker 3: to have a brand that would be around beyond me. Yeah,

438
00:19:03,520 --> 00:19:05,520
Speaker 3: and not just be a niche brand or a cult

439
00:19:05,520 --> 00:19:08,960
Speaker 3: brand that would actually move through time and take some

440
00:19:09,080 --> 00:19:11,600
Speaker 3: meeting with it, and you still have to update it

441
00:19:11,640 --> 00:19:15,280
Speaker 3: a little bit, but overall stands by itself pretty well.

442
00:19:15,440 --> 00:19:19,040
Speaker 1: Yeah. Well, I love that. I've actually met quite a

443
00:19:19,040 --> 00:19:21,119
Speaker 1: few people. I mean, I live in Newcastle, so I

444
00:19:21,160 --> 00:19:23,199
Speaker 1: don't get out much, but when I do come to

445
00:19:23,240 --> 00:19:25,920
Speaker 1: Sydney and I've gone to events and stuff, it's been

446
00:19:25,960 --> 00:19:29,040
Speaker 1: great to meet with other owners and hear their stories

447
00:19:29,040 --> 00:19:34,000
Speaker 1: and advice, and quite literally, just last year, I met

448
00:19:34,040 --> 00:19:37,359
Speaker 1: a founder of quite an established, big brand and he

449
00:19:37,440 --> 00:19:39,920
Speaker 1: was saying to me, so, what's your exit strategy?

450
00:19:40,440 --> 00:19:40,920
Speaker 2: Right?

451
00:19:41,280 --> 00:19:44,239
Speaker 1: He's like, what's your exit strategy? And I'm like, what

452
00:19:44,280 --> 00:19:46,359
Speaker 1: do you mean? What's my exit strategy? Like I'd obviously

453
00:19:46,440 --> 00:19:49,639
Speaker 1: heard the term before, but it had never crossed my mind.

454
00:19:50,040 --> 00:19:52,600
Speaker 1: But that's something that I should be thinking about. And

455
00:19:52,600 --> 00:19:54,399
Speaker 1: then I've met a few other people over the years

456
00:19:54,440 --> 00:19:57,280
Speaker 1: and I've met people that have said, oh, I build

457
00:19:57,320 --> 00:20:00,399
Speaker 1: businesses like up to their peak, and then I egg like,

458
00:20:00,440 --> 00:20:02,400
Speaker 1: that's their whole strategy.

459
00:20:03,080 --> 00:20:04,960
Speaker 3: I can tell when I look at a brand, I

460
00:20:04,960 --> 00:20:09,000
Speaker 3: can generally tell if that's what's their strategy. Yeah, wow,

461
00:20:09,080 --> 00:20:11,040
Speaker 3: you can really, I can spot it in a minute

462
00:20:11,040 --> 00:20:12,080
Speaker 3: that they're just a brand for the moment.

463
00:20:12,119 --> 00:20:13,280
Speaker 2: They're going to sell in eight years.

464
00:20:13,280 --> 00:20:17,400
Speaker 3: Then some poor private equity company or cosmetic think it's

465
00:20:17,400 --> 00:20:18,840
Speaker 3: going to get to the next level and the brand's

466
00:20:18,880 --> 00:20:20,800
Speaker 3: just going to die, like you can just tell.

467
00:20:20,960 --> 00:20:23,520
Speaker 1: But then they say I remember I said to this person, like,

468
00:20:23,520 --> 00:20:25,920
Speaker 1: what do you mean exit strategy? And we'll talk a

469
00:20:25,920 --> 00:20:28,080
Speaker 1: little bit more about personal branding because this kind of

470
00:20:28,119 --> 00:20:31,200
Speaker 1: leads into it. But I feel like my business doesn't

471
00:20:31,240 --> 00:20:34,400
Speaker 1: really exist without me. And I said to this guy,

472
00:20:34,480 --> 00:20:36,560
Speaker 1: I said, what do you mean exit? Like who's going

473
00:20:36,640 --> 00:20:38,560
Speaker 1: to buy it and take over it? And he's like

474
00:20:38,600 --> 00:20:42,080
Speaker 1: who cares. He's like, just let them take it, like

475
00:20:42,200 --> 00:20:44,200
Speaker 1: let them figure out that they can't run it without

476
00:20:44,240 --> 00:20:46,440
Speaker 1: you kind of thing. And I was like, oh shit.

477
00:20:46,480 --> 00:20:48,399
Speaker 1: And then I'm saying to my partner, should we have

478
00:20:48,440 --> 00:20:50,639
Speaker 1: an exit strategy of some sort? But I think that

479
00:20:50,840 --> 00:20:53,960
Speaker 1: comes back to the difference of what you said. If

480
00:20:54,200 --> 00:20:57,000
Speaker 1: someone's starting a business because it's their passion project and

481
00:20:57,080 --> 00:20:59,320
Speaker 1: they really want to build something special, which I feel

482
00:20:59,359 --> 00:21:02,239
Speaker 1: like is what I have done as well, versus just

483
00:21:02,280 --> 00:21:04,879
Speaker 1: wanting to build something to sell, sell, sell, sell, sell

484
00:21:05,160 --> 00:21:06,159
Speaker 1: and make money.

485
00:21:05,880 --> 00:21:07,600
Speaker 3: Out of it, yeah, just selling stuff.

486
00:21:07,800 --> 00:21:11,320
Speaker 1: Yeah. And on this topic, I think one of the

487
00:21:11,359 --> 00:21:13,320
Speaker 1: most interesting things that I'd love to chat to you

488
00:21:13,359 --> 00:21:16,639
Speaker 1: about is, especially in twenty twenty four, the way social

489
00:21:16,720 --> 00:21:20,960
Speaker 1: media is right now, we hear a lot about personal branding,

490
00:21:21,320 --> 00:21:25,119
Speaker 1: and nowadays a lot of founders of popular businesses also

491
00:21:25,160 --> 00:21:27,760
Speaker 1: have a really strong personal brand, and I guess I

492
00:21:27,880 --> 00:21:30,880
Speaker 1: myself am an example of that of having this really

493
00:21:30,880 --> 00:21:34,160
Speaker 1: strong online profile and then I've obviously built my business

494
00:21:34,600 --> 00:21:37,400
Speaker 1: using that. But I think the thing that's so amazing

495
00:21:37,440 --> 00:21:40,920
Speaker 1: and fascinating is that Lano Lips hasn't been built obviously

496
00:21:40,960 --> 00:21:43,960
Speaker 1: off any kind of personal brand. It has quite literally

497
00:21:44,400 --> 00:21:47,720
Speaker 1: been built as a brand. And so you obviously started

498
00:21:47,800 --> 00:21:51,960
Speaker 1: Lanno Lips before social media was really a thing, Like.

499
00:21:52,119 --> 00:21:55,960
Speaker 3: Personal profiles didn't exist, Like you had a brand's story, yes,

500
00:21:56,000 --> 00:21:57,720
Speaker 3: and there was a person behind that and we had

501
00:21:57,720 --> 00:22:01,159
Speaker 3: that in a really authentic way yep, and we still do.

502
00:22:01,280 --> 00:22:04,880
Speaker 3: But I have founder lead brands in the way it

503
00:22:04,920 --> 00:22:07,200
Speaker 3: is now didn't exist. I didn't even think about it.

504
00:22:07,800 --> 00:22:10,840
Speaker 3: And I think if you want a brand, a forever brand,

505
00:22:11,000 --> 00:22:13,760
Speaker 3: then it's a really big risk to have found a

506
00:22:13,800 --> 00:22:15,720
Speaker 3: lead because you're going to die and then what yeah,

507
00:22:15,760 --> 00:22:17,520
Speaker 3: I think that's one thing that if I important, the

508
00:22:17,520 --> 00:22:18,320
Speaker 3: brand goes first.

509
00:22:18,560 --> 00:22:21,480
Speaker 1: Yeah, I think that's one thing that I try to

510
00:22:21,520 --> 00:22:22,920
Speaker 1: do and have tried to do. I still feel like

511
00:22:22,960 --> 00:22:25,719
Speaker 1: I'm a baby in my business journey, but trying to

512
00:22:25,920 --> 00:22:29,040
Speaker 1: separate myself from the brand so that it kind of

513
00:22:29,240 --> 00:22:32,199
Speaker 1: is its own thing on its own and not just

514
00:22:32,560 --> 00:22:35,199
Speaker 1: me and people you know, shopping with us because of me.

515
00:22:35,480 --> 00:22:36,600
Speaker 2: That haven't naturally happened.

516
00:22:36,600 --> 00:22:39,720
Speaker 3: When if the product's really good and the product provide

517
00:22:39,760 --> 00:22:43,000
Speaker 3: something to the customer that nothing else is doing that.

518
00:22:43,080 --> 00:22:45,119
Speaker 2: Yeah, it will, it will happen.

519
00:22:45,600 --> 00:22:49,439
Speaker 3: Yeah, but yeah, it's it is risky because then what

520
00:22:49,480 --> 00:22:50,800
Speaker 3: if you don't want to, Like what if you want

521
00:22:50,840 --> 00:22:52,000
Speaker 3: to sleep in what if you don't want to work

522
00:22:52,000 --> 00:22:53,879
Speaker 3: that week? And you know, if it's all reliant on

523
00:22:53,960 --> 00:22:56,440
Speaker 3: your activity and it's pushing yourself out there every day,

524
00:22:56,560 --> 00:22:59,960
Speaker 3: and yeah, that's exhausting. I wouldn't want to, like I've

525
00:23:00,160 --> 00:23:03,000
Speaker 3: often gone on. Maybe I should have built my profile more, but.

526
00:23:03,359 --> 00:23:04,160
Speaker 2: I don't want to.

527
00:23:04,280 --> 00:23:05,160
Speaker 1: I think it's a great thing.

528
00:23:05,240 --> 00:23:08,840
Speaker 3: I don't really it's not all interesting to me and

529
00:23:08,880 --> 00:23:10,359
Speaker 3: I want the brand, Yeah, I want it to be

530
00:23:10,480 --> 00:23:11,000
Speaker 3: brand led.

531
00:23:15,280 --> 00:23:19,000
Speaker 1: So when social media did obviously rise and come to

532
00:23:19,040 --> 00:23:21,600
Speaker 1: its peak, and then we saw the snapchats, the Instagram,

533
00:23:21,640 --> 00:23:25,199
Speaker 1: the TikTok everything come out. Did you find that you

534
00:23:25,280 --> 00:23:28,960
Speaker 1: had to shift your brand strategy it all around social

535
00:23:29,000 --> 00:23:32,679
Speaker 1: media because obviously you built it before social media was

536
00:23:32,760 --> 00:23:33,720
Speaker 1: the way that it is.

537
00:23:34,040 --> 00:23:37,000
Speaker 3: Yes, so I think a lot of brands are designed

538
00:23:37,000 --> 00:23:41,520
Speaker 3: now to look good on social media first, and that

539
00:23:41,600 --> 00:23:45,040
Speaker 3: wasn't even on our radar. So we certainly had to

540
00:23:46,160 --> 00:23:48,800
Speaker 3: redesign and we did just a few years in actually

541
00:23:48,800 --> 00:23:50,919
Speaker 3: the brand Suddenly I was just like, this isn't the

542
00:23:50,960 --> 00:23:52,680
Speaker 3: branding that's going to take us to the next level,

543
00:23:52,680 --> 00:23:55,280
Speaker 3: and I wanted something that would last for much longer

544
00:23:55,320 --> 00:23:56,600
Speaker 3: than a trend cycle.

545
00:23:56,640 --> 00:24:02,639
Speaker 2: So we redesigned and we we were also really.

546
00:24:02,920 --> 00:24:06,440
Speaker 3: Eaten up by dealing with retailers and the time and

547
00:24:06,520 --> 00:24:08,480
Speaker 3: money all of that took where we just didn't have

548
00:24:08,520 --> 00:24:13,199
Speaker 3: the resources, the time, the energy to jump into the

549
00:24:13,200 --> 00:24:16,959
Speaker 3: social media space as fast as you need to. And

550
00:24:17,000 --> 00:24:19,440
Speaker 3: I think that was a real challenge for about four

551
00:24:19,480 --> 00:24:22,200
Speaker 3: or five years because it was a really good time

552
00:24:22,200 --> 00:24:23,960
Speaker 3: to be on social at that time, Like it was

553
00:24:24,000 --> 00:24:27,160
Speaker 3: a really cheap recruitment process. It was a really good

554
00:24:27,160 --> 00:24:29,840
Speaker 3: way to grow awareness really easily. And we were we

555
00:24:29,840 --> 00:24:32,399
Speaker 3: were doing it, but it would have been great to

556
00:24:32,760 --> 00:24:35,200
Speaker 3: have had the business model flipped where we were like,

557
00:24:35,240 --> 00:24:37,639
Speaker 3: so it weren't relying on retailers that we could use

558
00:24:37,680 --> 00:24:40,280
Speaker 3: the energy and money to go into social. So that

559
00:24:40,480 --> 00:24:44,000
Speaker 3: was a pretty big business challenge for us since even

560
00:24:44,040 --> 00:24:45,800
Speaker 3: our eventually, if you look at what they call the

561
00:24:45,800 --> 00:24:50,040
Speaker 3: omnichannel approach and percentage online versus percentage in store with

562
00:24:50,440 --> 00:24:53,359
Speaker 3: pretty much the same now as what those Instagram brand

563
00:24:53,520 --> 00:24:56,160
Speaker 3: the native Instagram brands are, but it took about eight

564
00:24:56,240 --> 00:24:57,880
Speaker 3: years to kind of.

565
00:24:57,800 --> 00:24:58,600
Speaker 2: Get to that face.

566
00:24:58,760 --> 00:25:02,320
Speaker 3: But we were also on the flip side developing a

567
00:25:02,359 --> 00:25:04,879
Speaker 3: business model in store that was really successful. So a

568
00:25:04,920 --> 00:25:08,840
Speaker 3: lot of Instagram brands can't do that part. So we

569
00:25:08,880 --> 00:25:11,199
Speaker 3: had an advantage on something that they were trying to do.

570
00:25:11,280 --> 00:25:13,560
Speaker 3: And sometimes it works, sometimes it didn't.

571
00:25:13,600 --> 00:25:15,679
Speaker 2: So I just look at it. It is what it was.

572
00:25:15,680 --> 00:25:18,760
Speaker 3: At the time, it was certainly something which I knew

573
00:25:18,840 --> 00:25:22,119
Speaker 3: was happening, and I was frustrated. But also there's always

574
00:25:22,160 --> 00:25:24,560
Speaker 3: any thing, like it's not just about Instagram starting like

575
00:25:25,880 --> 00:25:28,080
Speaker 3: brands that were like the hot brands on Instagram five

576
00:25:28,160 --> 00:25:31,200
Speaker 3: years ago, they're not now, And there's another hot one

577
00:25:31,280 --> 00:25:34,520
Speaker 3: and Instagram hasn't changed. It's just trend cycles will always happen.

578
00:25:35,240 --> 00:25:37,280
Speaker 3: And that was going back to my Forever brand as

579
00:25:37,280 --> 00:25:39,280
Speaker 3: I didn't want to be stuck in that trend cycle

580
00:25:39,680 --> 00:25:42,600
Speaker 3: and on that hamster wheel of having to keep up

581
00:25:42,640 --> 00:25:44,639
Speaker 3: and always be relevant. And it's good to be relevant,

582
00:25:44,680 --> 00:25:45,520
Speaker 3: but it's really good.

583
00:25:45,560 --> 00:25:47,679
Speaker 2: It's really great to be just under that radar a

584
00:25:47,720 --> 00:25:50,160
Speaker 2: little bit. Let that battle happen above you.

585
00:25:50,280 --> 00:25:53,520
Speaker 3: And then you just cruise along and be always around,

586
00:25:53,680 --> 00:25:55,439
Speaker 3: always in a handbag. You go and you buy all

587
00:25:55,440 --> 00:25:58,640
Speaker 3: these other little brands, but you'll always also have Exactly

588
00:25:58,880 --> 00:26:00,320
Speaker 3: and that for me is my safe space.

589
00:26:00,640 --> 00:26:01,159
Speaker 2: I love that.

590
00:26:01,560 --> 00:26:04,679
Speaker 1: Do you remember the first time that lantno Lips started

591
00:26:04,680 --> 00:26:06,320
Speaker 1: to work with influencers at all?

592
00:26:06,680 --> 00:26:09,320
Speaker 3: Actually, when we rebranded, we did a shoot with Nadia Fairfax,

593
00:26:09,359 --> 00:26:09,720
Speaker 3: I think.

594
00:26:09,600 --> 00:26:11,159
Speaker 2: When she was twenty two.

595
00:26:11,280 --> 00:26:13,880
Speaker 3: It was like one of her first campaign shoots and

596
00:26:13,960 --> 00:26:16,919
Speaker 3: it was great and we did get traction from it.

597
00:26:16,920 --> 00:26:18,359
Speaker 3: It's very different to how you would work with an

598
00:26:18,400 --> 00:26:20,960
Speaker 3: influencer now. I'm completely different.

599
00:26:21,800 --> 00:26:25,000
Speaker 1: It's very just transactional now, and it is transactional.

600
00:26:25,040 --> 00:26:28,200
Speaker 2: It's kind of lost its authenticity in some way.

601
00:26:28,440 --> 00:26:32,000
Speaker 3: Yeah, and then we get these template contents back sometimes

602
00:26:32,000 --> 00:26:34,040
Speaker 3: and I'm like, Oh, you're gonna hold up the box

603
00:26:34,119 --> 00:26:36,199
Speaker 3: and then you're gonna open it, and then you're gonna shop,

604
00:26:36,280 --> 00:26:38,840
Speaker 3: and then it's very gonna put it's amazing.

605
00:26:38,840 --> 00:26:40,439
Speaker 2: I was just like, can we I don't know.

606
00:26:40,480 --> 00:26:42,560
Speaker 3: I die aleut of it because I love pop culture

607
00:26:42,600 --> 00:26:46,440
Speaker 3: like I certainly huge, Like I'm a culture vulture basically,

608
00:26:46,840 --> 00:26:48,760
Speaker 3: So I see the formats, I know what's working, and

609
00:26:48,760 --> 00:26:50,199
Speaker 3: if I see it again and again and again, I

610
00:26:50,200 --> 00:26:52,680
Speaker 3: get really bored myself. So I say to my team

611
00:26:52,720 --> 00:26:54,119
Speaker 3: when we do something, if it just can we just

612
00:26:54,160 --> 00:26:55,000
Speaker 3: make something a little bit?

613
00:26:55,080 --> 00:26:55,200
Speaker 1: You know.

614
00:26:55,280 --> 00:26:57,760
Speaker 3: I brief my agency in this morning actually on something

615
00:26:57,800 --> 00:26:59,879
Speaker 3: we're launching in September, and I just said, I just

616
00:27:00,040 --> 00:27:02,480
Speaker 3: don't want to do it this way hold up the box.

617
00:27:03,160 --> 00:27:04,800
Speaker 3: I just can we just do it this way instead?

618
00:27:04,840 --> 00:27:06,919
Speaker 3: And we talk through a few concepts. So I do

619
00:27:07,160 --> 00:27:09,399
Speaker 3: like to try to be a bit different in that

620
00:27:09,480 --> 00:27:10,720
Speaker 3: space and try not.

621
00:27:10,720 --> 00:27:12,879
Speaker 2: To because people will scroll past.

622
00:27:13,000 --> 00:27:16,600
Speaker 1: I think that consumers have also become far more switched

623
00:27:16,640 --> 00:27:18,320
Speaker 1: on over the last five years.

624
00:27:18,760 --> 00:27:19,359
Speaker 2: Yeah, but I have.

625
00:27:19,560 --> 00:27:21,600
Speaker 1: Before I was doing what I'm doing now, I was

626
00:27:21,640 --> 00:27:24,760
Speaker 1: an influencer myself, and I was that influencer holding up

627
00:27:24,760 --> 00:27:27,800
Speaker 1: the products, you know, getting paid to do it right

628
00:27:27,920 --> 00:27:30,679
Speaker 1: and tag in the caption kind of thing. And I

629
00:27:30,680 --> 00:27:32,320
Speaker 1: feel like back then, you could do that and it

630
00:27:32,320 --> 00:27:35,320
Speaker 1: would generate a load of sales for a business because

631
00:27:35,680 --> 00:27:38,480
Speaker 1: an influencer has plugged something, Whereas now I think because

632
00:27:38,680 --> 00:27:41,200
Speaker 1: consumers are far more switched on, they've kind of seen

633
00:27:41,240 --> 00:27:43,800
Speaker 1: it all. They do kind of get sick of that

634
00:27:43,840 --> 00:27:45,440
Speaker 1: sponsored content if they see it.

635
00:27:45,400 --> 00:27:47,520
Speaker 3: And I think it's yeah, I think they naturally adapt

636
00:27:47,640 --> 00:27:49,480
Speaker 3: and they know it's sponsored and they switch off.

637
00:27:49,760 --> 00:27:51,880
Speaker 1: So I feel like brands do have to now think

638
00:27:51,920 --> 00:27:54,240
Speaker 1: outside the box if they are going to be doing

639
00:27:54,280 --> 00:27:59,760
Speaker 1: something with influencers or an event. Otherwise consumers just go,

640
00:28:00,040 --> 00:28:01,760
Speaker 1: I've seen this event a hundred times with all the

641
00:28:01,760 --> 00:28:02,880
Speaker 1: same influences there.

642
00:28:03,119 --> 00:28:05,720
Speaker 3: Yeah, one thing's for sure in marketing is change. It

643
00:28:05,760 --> 00:28:07,879
Speaker 3: will always change. And I really hate it when people

644
00:28:07,920 --> 00:28:10,720
Speaker 3: resist it or when people like won't embrace it, or

645
00:28:10,760 --> 00:28:12,639
Speaker 3: they like, well, I went, that's just stupid. I'm like, well,

646
00:28:12,640 --> 00:28:14,520
Speaker 3: this is how it is now. Yeah, Like when TikTok

647
00:28:14,560 --> 00:28:15,919
Speaker 3: first come along, I'm like, this is just how it

648
00:28:15,960 --> 00:28:17,480
Speaker 3: is now. Yeah, I just have to do it, and

649
00:28:17,480 --> 00:28:18,280
Speaker 3: they're like, oh, I don't know.

650
00:28:18,880 --> 00:28:20,760
Speaker 1: I felt the same way about TikTok, because when it

651
00:28:20,800 --> 00:28:22,520
Speaker 1: first came out, I thought it was more like a

652
00:28:22,640 --> 00:28:25,440
Speaker 1: kid's kind of dancing ape, you know, and then I'm like, oh,

653
00:28:25,520 --> 00:28:28,320
Speaker 1: another app like but you have to jump on board

654
00:28:28,320 --> 00:28:29,679
Speaker 1: and you have to adapt to it.

655
00:28:29,840 --> 00:28:30,040
Speaker 2: Yep.

656
00:28:30,160 --> 00:28:31,800
Speaker 1: And I think if you're going to be in business,

657
00:28:31,840 --> 00:28:34,800
Speaker 1: you have to be willing for things to change constantly.

658
00:28:34,920 --> 00:28:37,280
Speaker 3: Absolutely, I actually love change. I think that's what's kept

659
00:28:37,280 --> 00:28:40,200
Speaker 3: me afloat too. And you have to go, yeah, I

660
00:28:40,240 --> 00:28:42,280
Speaker 3: mean I get bored with stuff. I get bored with

661
00:28:42,320 --> 00:28:43,840
Speaker 3: doing it the same way I genuinely do. And I

662
00:28:43,840 --> 00:28:44,880
Speaker 3: think that's a big strength.

663
00:28:45,160 --> 00:28:45,360
Speaker 2: Yes.

664
00:28:45,600 --> 00:28:48,680
Speaker 3: God, we had a big celebrity actually about two months ago.

665
00:28:48,720 --> 00:28:49,560
Speaker 2: You've just reminded me.

666
00:28:49,720 --> 00:28:51,320
Speaker 3: I shouldn't say who it is, but she's a big

667
00:28:51,360 --> 00:28:53,680
Speaker 3: American celebrity. She was out here. We sent us a

668
00:28:53,720 --> 00:28:56,280
Speaker 3: land of Lips, and she absolutely freaking loved it, and

669
00:28:56,320 --> 00:28:57,840
Speaker 3: she did TikTok.

670
00:28:58,040 --> 00:28:59,360
Speaker 2: She did like two.

671
00:28:59,040 --> 00:29:02,959
Speaker 3: Dedicated Instagram video is completely unpaid talking about just like

672
00:29:03,080 --> 00:29:07,560
Speaker 3: oh my god, like, oh my god, you guys, you guys,

673
00:29:07,680 --> 00:29:08,600
Speaker 3: it's the best thing ever.

674
00:29:08,800 --> 00:29:09,160
Speaker 2: Ela.

675
00:29:09,520 --> 00:29:11,719
Speaker 3: It was amazing. I was just like, oh my god,

676
00:29:12,120 --> 00:29:15,240
Speaker 3: but nothing happened and I was like, Wow, that's so weird.

677
00:29:15,280 --> 00:29:19,120
Speaker 3: She's got whatever million followers, and I couldn't have bought

678
00:29:19,160 --> 00:29:22,959
Speaker 3: that had I tried, and literally not much happened. So

679
00:29:23,000 --> 00:29:25,320
Speaker 3: I went through her channel and I realized every single

680
00:29:25,400 --> 00:29:26,200
Speaker 3: video was that.

681
00:29:26,400 --> 00:29:29,440
Speaker 2: It was just oh my god, you guys this concealer.

682
00:29:29,880 --> 00:29:32,120
Speaker 2: You won't believe it. It's just I don't know, people

683
00:29:32,200 --> 00:29:32,960
Speaker 2: just get bored.

684
00:29:33,360 --> 00:29:36,240
Speaker 1: Yeah, it's not the same anymore. Influences you have to

685
00:29:36,320 --> 00:29:39,640
Speaker 1: change in products. Absolutely. Being a brand that has been

686
00:29:39,680 --> 00:29:44,360
Speaker 1: around for fifteen years, how important would you say community

687
00:29:44,560 --> 00:29:45,120
Speaker 1: is to you?

688
00:29:45,800 --> 00:29:49,560
Speaker 3: It is extremely important, and I think building a community

689
00:29:49,920 --> 00:29:51,520
Speaker 3: takes a lot of effort.

690
00:29:51,680 --> 00:29:53,120
Speaker 2: I don't think like.

691
00:29:53,200 --> 00:29:57,120
Speaker 3: We've always had our Dieha fans, even from the very

692
00:29:57,160 --> 00:30:01,479
Speaker 3: very beginning before formal communities existed, and we have really

693
00:30:02,200 --> 00:30:04,360
Speaker 3: been lucky to have them and keep them. But in

694
00:30:04,440 --> 00:30:07,840
Speaker 3: terms of nurturing a community via social it's critically important

695
00:30:07,840 --> 00:30:09,480
Speaker 3: because people want to feel like they're part of a tribe.

696
00:30:09,480 --> 00:30:12,200
Speaker 3: They want to belong and belonging to a tribe is

697
00:30:12,280 --> 00:30:14,360
Speaker 3: part of human nature, you know, That's what kept us

698
00:30:14,360 --> 00:30:16,840
Speaker 3: alive back in the cave Manday. So I think if

699
00:30:16,840 --> 00:30:19,120
Speaker 3: you can develop that part of a tribe, mentality for

700
00:30:19,160 --> 00:30:22,400
Speaker 3: a brand or that's really golden key. We're still working

701
00:30:22,400 --> 00:30:23,800
Speaker 3: on all of that. I think some brands have just

702
00:30:23,880 --> 00:30:26,480
Speaker 3: naturally done it super well. And if you can build

703
00:30:26,520 --> 00:30:29,000
Speaker 3: that part of a tribe mentality like a Taylor Swift

704
00:30:29,080 --> 00:30:29,959
Speaker 3: is a brilliant example.

705
00:30:30,080 --> 00:30:32,680
Speaker 2: You're a swifty Yeah, part of that tribe. But you know,

706
00:30:33,040 --> 00:30:35,200
Speaker 2: people also move in and out of tribes.

707
00:30:34,880 --> 00:30:36,760
Speaker 3: You know, they grow in, they grow out. They're like,

708
00:30:37,640 --> 00:30:40,120
Speaker 3: I don't know that, it's like fashion changes. So yeah,

709
00:30:40,600 --> 00:30:43,320
Speaker 3: building a community is critically important. Absolutely. I think you've

710
00:30:43,360 --> 00:30:44,120
Speaker 3: done that really well.

711
00:30:44,280 --> 00:30:46,160
Speaker 1: Yeah. So I think that ties back into the whole

712
00:30:46,160 --> 00:30:50,240
Speaker 1: personal brand thing. And whilst you know, having this personal

713
00:30:50,280 --> 00:30:53,840
Speaker 1: brand tied to your actual brand can be a lot

714
00:30:53,880 --> 00:30:56,560
Speaker 1: more risky and scary and you're kind of putting everything

715
00:30:56,800 --> 00:31:00,440
Speaker 1: on you, it also does come obviously with its benefit. Yeah,

716
00:31:00,480 --> 00:31:03,240
Speaker 1: And so I think that's one strength of mind and

717
00:31:03,280 --> 00:31:05,800
Speaker 1: that I've been able to do is through my personal brand,

718
00:31:05,840 --> 00:31:08,040
Speaker 1: I've been able to build a community for my brand.

719
00:31:08,080 --> 00:31:13,200
Speaker 2: Well, you're the leader of your tribe. Need a leader, No,

720
00:31:13,280 --> 00:31:16,160
Speaker 2: you're just true. They need a leader of a tribe.

721
00:31:16,320 --> 00:31:17,640
Speaker 2: So I think that's brilliant.

722
00:31:17,760 --> 00:31:22,080
Speaker 1: What do you think is more important new customers or existing.

723
00:31:22,440 --> 00:31:25,240
Speaker 3: It's one hundred percent easier to keep an existing customer

724
00:31:25,320 --> 00:31:27,320
Speaker 3: than recruit a new one. Definitely, if I was to

725
00:31:27,320 --> 00:31:28,960
Speaker 3: pick one of the two, I would keep the new

726
00:31:29,400 --> 00:31:32,360
Speaker 3: because it's cheaper and easier. So and that comes down

727
00:31:32,360 --> 00:31:34,600
Speaker 3: to having an amazing product. You can anyone can buy

728
00:31:34,600 --> 00:31:37,720
Speaker 3: a new customer. You can go on Instagram and Facebook

729
00:31:37,760 --> 00:31:39,800
Speaker 3: and buy ads and recruit that way, but that is

730
00:31:39,880 --> 00:31:42,240
Speaker 3: really expensive. And then if the product they're getting their

731
00:31:42,280 --> 00:31:44,360
Speaker 3: hands shit, then they're not going to come back. So

732
00:31:44,880 --> 00:31:47,400
Speaker 3: I think it goes down to having a great product

733
00:31:47,600 --> 00:31:51,000
Speaker 3: and then keeping that customer much much easier. Doesn't mean

734
00:31:51,000 --> 00:31:52,280
Speaker 3: I don't want to grow, It doesn't mean we don't

735
00:31:52,320 --> 00:31:55,160
Speaker 3: want to build new customers. But it's just a hamster

736
00:31:55,200 --> 00:31:59,160
Speaker 3: wheel of recruiting, recruiting, recruiting, recruiting, recruiting. Whereas if you

737
00:31:59,240 --> 00:32:01,040
Speaker 3: have a great product, that's going to make your life

738
00:32:01,080 --> 00:32:01,840
Speaker 3: a whole lot easier.

739
00:32:02,480 --> 00:32:06,840
Speaker 1: Yeah, I couldn't agree more. And speaking of communities, how

740
00:32:06,920 --> 00:32:10,960
Speaker 1: much influence does your community and your customers have on

741
00:32:11,120 --> 00:32:14,400
Speaker 1: lanner lips? Have you ever taken on board feedback from

742
00:32:14,440 --> 00:32:18,800
Speaker 1: customers and you know, improved something because of your community feedback?

743
00:32:18,920 --> 00:32:21,360
Speaker 3: Always so I'm always getting emails from my team, Oh

744
00:32:21,400 --> 00:32:23,720
Speaker 3: there was this review and line I know when I've

745
00:32:23,720 --> 00:32:26,560
Speaker 3: got it, Like, there's been about ten of them. So

746
00:32:26,760 --> 00:32:29,320
Speaker 3: we all reviews are our biggest we get, we get

747
00:32:29,320 --> 00:32:31,480
Speaker 3: social noise, and we get you know, the social feedback.

748
00:32:32,000 --> 00:32:35,720
Speaker 3: It drives everything we do customer feedback and what they're

749
00:32:35,720 --> 00:32:37,200
Speaker 3: asking for. And then every now and then we'll do

750
00:32:37,200 --> 00:32:39,560
Speaker 3: something that no one asks for and sometimes it works

751
00:32:39,600 --> 00:32:42,280
Speaker 3: and sometimes it doesn't. That we've changed a lot of

752
00:32:42,320 --> 00:32:44,720
Speaker 3: things in our products over the years because of customer feedback.

753
00:32:44,880 --> 00:32:47,720
Speaker 1: Yeah, I love that. I think it's important for business

754
00:32:47,720 --> 00:32:50,400
Speaker 1: owners to never forget that.

755
00:32:50,800 --> 00:32:51,000
Speaker 2: Yeah.

756
00:32:51,000 --> 00:32:52,640
Speaker 1: I think a lot of people can get in their

757
00:32:52,680 --> 00:32:55,080
Speaker 1: own head about their own brand and think, no, this

758
00:32:55,240 --> 00:32:56,800
Speaker 1: is my brand, I'm doing it this way.

759
00:32:56,960 --> 00:32:57,200
Speaker 2: Yeah.

760
00:32:57,200 --> 00:32:59,480
Speaker 1: But I think if you lean into your community or

761
00:32:59,480 --> 00:33:01,080
Speaker 1: you can do oh yeah.

762
00:33:00,880 --> 00:33:03,600
Speaker 3: You can have it your way, but also take on feedback.

763
00:33:03,600 --> 00:33:05,040
Speaker 3: And if you're of that as a leader, you're not

764
00:33:05,080 --> 00:33:07,160
Speaker 3: going to build a team because you're not going to

765
00:33:07,160 --> 00:33:09,440
Speaker 3: listen to them. Like it's just a really bad trait.

766
00:33:09,560 --> 00:33:11,080
Speaker 3: If you're like that, full stop, I.

767
00:33:11,080 --> 00:33:14,640
Speaker 1: Couldn't agree more. Well, to wrap up, what would you

768
00:33:14,680 --> 00:33:18,320
Speaker 1: say are some of the most significant milestones or achievements

769
00:33:18,320 --> 00:33:20,360
Speaker 1: that you have had in the last fifteen years. And

770
00:33:20,360 --> 00:33:23,520
Speaker 1: I know that's a massive question, but any noteworthy moments

771
00:33:23,640 --> 00:33:26,200
Speaker 1: or was there a moment in the last fifteen years

772
00:33:26,520 --> 00:33:30,040
Speaker 1: where you thought, Yep, this is it. I have done it.

773
00:33:30,120 --> 00:33:30,840
Speaker 1: I've made it.

774
00:33:31,480 --> 00:33:34,040
Speaker 3: The last two years have been phenomenal for us, and

775
00:33:34,120 --> 00:33:36,440
Speaker 3: I think just wrapping up a year, a financial year

776
00:33:36,440 --> 00:33:38,560
Speaker 3: and looking at what we've achieved in terms of growth

777
00:33:39,280 --> 00:33:41,000
Speaker 3: with the teams, you know, there have been a few

778
00:33:41,000 --> 00:33:43,960
Speaker 3: moments from as the exec suite we've just gone, Wow,

779
00:33:44,040 --> 00:33:46,040
Speaker 3: what the what that was?

780
00:33:46,360 --> 00:33:47,360
Speaker 2: How did we do that?

781
00:33:47,360 --> 00:33:51,040
Speaker 3: That was amazing? Launching in the US was really really

782
00:33:51,120 --> 00:33:52,920
Speaker 3: huge for us. We waited a very long time to

783
00:33:52,920 --> 00:33:53,480
Speaker 3: go to the US.

784
00:33:53,520 --> 00:33:56,040
Speaker 1: We've done so many cool things. I've obviously been stalking

785
00:33:56,080 --> 00:33:58,320
Speaker 1: like all the accounts in your accounts and it's just

786
00:33:58,400 --> 00:34:01,360
Speaker 1: so cool just to see all that activations. And you

787
00:34:01,480 --> 00:34:04,480
Speaker 1: did a collab with Messina, and then there was like

788
00:34:04,520 --> 00:34:07,480
Speaker 1: these doughnuts great, yeah, doughnuts stands and like all this

789
00:34:07,640 --> 00:34:09,520
Speaker 1: cool stuff. Like I just look at that and think, wow,

790
00:34:09,640 --> 00:34:10,800
Speaker 1: like that's amazing.

791
00:34:10,800 --> 00:34:12,320
Speaker 2: At the highlights, Brittany.

792
00:34:12,160 --> 00:34:14,440
Speaker 1: Yeah, there's a lot more that goes instead of.

793
00:34:14,400 --> 00:34:19,320
Speaker 3: It's not that, but in terms of business landmarks, launching

794
00:34:19,360 --> 00:34:21,080
Speaker 3: the US was amazing and I guess the first week

795
00:34:21,120 --> 00:34:23,759
Speaker 3: we got our sales figures when we first launched was

796
00:34:23,840 --> 00:34:26,239
Speaker 3: pretty phenomenal. This little lip bum thing that no one

797
00:34:26,719 --> 00:34:29,120
Speaker 3: thought would do much, and we did our first week.

798
00:34:29,160 --> 00:34:30,879
Speaker 3: I think it was forty thousand dollars in price line

799
00:34:30,960 --> 00:34:32,600
Speaker 3: or something, which was us so much at the time.

800
00:34:32,800 --> 00:34:33,360
Speaker 2: Yeah. Wow.

801
00:34:33,600 --> 00:34:36,120
Speaker 3: And that was just a huge relief moment because I'd

802
00:34:36,160 --> 00:34:37,920
Speaker 3: worked for so long to develop and it was finally

803
00:34:37,960 --> 00:34:38,920
Speaker 3: in the world because.

804
00:34:38,719 --> 00:34:40,800
Speaker 1: You actually developed it for like how many.

805
00:34:40,640 --> 00:34:43,440
Speaker 3: Six years of developments and it was just like wowly

806
00:34:43,520 --> 00:34:45,280
Speaker 3: launched and at work that was huge.

807
00:34:45,560 --> 00:34:47,160
Speaker 2: Yeah. Every time we launched a new.

808
00:34:47,000 --> 00:34:49,120
Speaker 3: New market and I meet these people in an amazing

809
00:34:49,120 --> 00:34:53,160
Speaker 3: new culture and they accept the brand, that's really fantastic.

810
00:34:53,320 --> 00:34:54,960
Speaker 2: I love that launching a new.

811
00:34:54,800 --> 00:34:58,440
Speaker 3: Market's is great fun for me because they're culturally so

812
00:34:58,600 --> 00:35:03,000
Speaker 3: diverse and around land in a different cultural market. It's

813
00:35:03,360 --> 00:35:06,120
Speaker 3: not always doesn't always work. Yeah wow, So that's been

814
00:35:06,160 --> 00:35:06,640
Speaker 3: great too.

815
00:35:07,120 --> 00:35:10,240
Speaker 1: Oh Lovely, And what is your vision for the future

816
00:35:10,239 --> 00:35:12,160
Speaker 1: of Lanner Lips And do you have anything that you

817
00:35:12,200 --> 00:35:14,520
Speaker 1: can share with us, any innovations I know We've already

818
00:35:14,520 --> 00:35:16,960
Speaker 1: spoken about this being a forever brand. You want it

819
00:35:17,000 --> 00:35:20,000
Speaker 1: to live beyond you. Where do you see it going?

820
00:35:20,520 --> 00:35:25,799
Speaker 3: So definitely would like to have be here a lip

821
00:35:25,840 --> 00:35:30,120
Speaker 3: product around the world in every market we can get into.

822
00:35:31,239 --> 00:35:34,200
Speaker 3: We will launch two new products early next year which

823
00:35:34,840 --> 00:35:35,920
Speaker 3: are new products for us.

824
00:35:36,680 --> 00:35:37,320
Speaker 2: But I think.

825
00:35:37,120 --> 00:35:40,399
Speaker 3: It's more so about what we've done in Australia rolling

826
00:35:40,400 --> 00:35:42,440
Speaker 3: that around the world, Like we've got a really wonderful

827
00:35:42,440 --> 00:35:45,400
Speaker 3: awareness here. People have known us for fifteen years and

828
00:35:45,400 --> 00:35:47,279
Speaker 3: then some markets we've only been there for one or two.

829
00:35:47,719 --> 00:35:50,760
Speaker 3: So it's just really about going into a current market's

830
00:35:50,760 --> 00:35:55,080
Speaker 3: deeper and launching a new markets and building an iconic

831
00:35:55,080 --> 00:35:57,280
Speaker 3: clip around around the world. I know it sounds really diffulent.

832
00:35:57,360 --> 00:35:58,919
Speaker 1: I feel like you're definitely going to do it because

833
00:35:58,920 --> 00:36:00,600
Speaker 1: you've kind of already done it. It's just a matter

834
00:36:00,640 --> 00:36:03,520
Speaker 1: of time before the whole world knows about it.

835
00:36:03,560 --> 00:36:03,880
Speaker 2: I don't know.

836
00:36:03,920 --> 00:36:06,239
Speaker 3: I'm always looking at what's not done rather than done.

837
00:36:06,239 --> 00:36:07,160
Speaker 3: I'm sure you're the same.

838
00:36:07,320 --> 00:36:10,080
Speaker 1: Oh yeah, there's never enough that you can achieve. I

839
00:36:10,120 --> 00:36:11,400
Speaker 1: think like it's just never do.

840
00:36:11,400 --> 00:36:13,399
Speaker 2: You ever sit down and put yourself on the back And.

841
00:36:13,600 --> 00:36:16,759
Speaker 1: I don't, but I really try to. But I'm sure

842
00:36:16,800 --> 00:36:18,839
Speaker 1: you're the same. Like when you're in it and it's

843
00:36:18,840 --> 00:36:22,640
Speaker 1: all happening, it's always just what can I do next? Yeah,

844
00:36:22,680 --> 00:36:25,040
Speaker 1: like we're not doing enough, Like I don't have enough

845
00:36:25,040 --> 00:36:25,759
Speaker 1: hours in the day.

846
00:36:25,960 --> 00:36:27,680
Speaker 2: But I think that's what drives an entrepreneur.

847
00:36:28,040 --> 00:36:30,440
Speaker 3: Like I think when we did that first price line figures,

848
00:36:30,440 --> 00:36:32,480
Speaker 3: I remember going, enjoy this moment, Enjoy this moment, Enjoy

849
00:36:32,520 --> 00:36:34,719
Speaker 3: this moment, because in the next five minutes, I'm going

850
00:36:34,760 --> 00:36:35,720
Speaker 3: to be thinking of a problem.

851
00:36:36,120 --> 00:36:38,400
Speaker 1: I know, and people always say, wow, isn't this amazing,

852
00:36:38,440 --> 00:36:40,320
Speaker 1: Like you open this store and you're making this amount

853
00:36:40,320 --> 00:36:42,239
Speaker 1: of money in the first day, and it's not until

854
00:36:42,239 --> 00:36:44,319
Speaker 1: I guess other people bring it up.

855
00:36:44,200 --> 00:36:47,240
Speaker 2: To you that you go on, you go, oh shit, Yeah.

856
00:36:47,120 --> 00:36:49,680
Speaker 1: I probably should have like celebrated that a little bit more.

857
00:36:49,760 --> 00:36:51,319
Speaker 2: It's really hard to see what it looks like when

858
00:36:51,360 --> 00:36:52,000
Speaker 2: you're in it.

859
00:36:52,040 --> 00:36:54,200
Speaker 1: Yeah, because there's just go, go, go, like there's no

860
00:36:54,360 --> 00:36:55,000
Speaker 1: end in sight.

861
00:36:55,440 --> 00:36:56,040
Speaker 2: Yeah.

862
00:36:56,080 --> 00:36:58,520
Speaker 1: Well, this has been wonderful chatting with you, and thank

863
00:36:58,600 --> 00:36:59,920
Speaker 1: you so much for coming on. I feel like I

864
00:37:00,400 --> 00:37:02,440
Speaker 1: wish I could just take your brain and put it

865
00:37:02,480 --> 00:37:03,640
Speaker 1: in mine.

866
00:37:04,080 --> 00:37:06,040
Speaker 3: No, you loans, You've got so much in your head

867
00:37:06,040 --> 00:37:08,080
Speaker 3: that I don't. I think it's great everyone. I learned

868
00:37:08,120 --> 00:37:10,960
Speaker 3: so much from everybody around me. I mean I'm particular

869
00:37:10,960 --> 00:37:12,879
Speaker 3: people who have been digital native like you. I think

870
00:37:12,920 --> 00:37:13,600
Speaker 3: it's amazing.

871
00:37:14,000 --> 00:37:15,799
Speaker 2: Yeah, oh thanks gratuations.

872
00:37:16,000 --> 00:37:19,440
Speaker 1: I wrap up my episodes with a tip of the week.

873
00:37:19,680 --> 00:37:22,640
Speaker 1: It doesn't have to be about business. It can be

874
00:37:22,680 --> 00:37:25,600
Speaker 1: about life. It can be any tip. Do you have

875
00:37:25,640 --> 00:37:27,279
Speaker 1: a tip that you would like to share with us

876
00:37:27,640 --> 00:37:29,520
Speaker 1: about life, business, or anything in between?

877
00:37:29,520 --> 00:37:32,320
Speaker 3: Oh, my god, almost this morning. Don't put your earrings

878
00:37:32,360 --> 00:37:33,680
Speaker 3: on in the bathroom ever?

879
00:37:34,480 --> 00:37:35,040
Speaker 1: Did you drop?

880
00:37:35,360 --> 00:37:35,720
Speaker 2: Almost?

881
00:37:36,040 --> 00:37:38,040
Speaker 3: You know, when you drop an airring over the scenk

882
00:37:38,080 --> 00:37:40,680
Speaker 3: and me so and every time, I don't like, this

883
00:37:40,760 --> 00:37:41,240
Speaker 3: is a mistake.

884
00:37:41,320 --> 00:37:42,600
Speaker 2: This is a mistake, this mistake.

885
00:37:42,719 --> 00:37:43,879
Speaker 1: Life flushes before your eyes.

886
00:37:43,960 --> 00:37:46,200
Speaker 3: Correct So never, you know, walk away from the sink

887
00:37:46,239 --> 00:37:48,839
Speaker 3: when you put your earrings in. Also, one of the

888
00:37:49,000 --> 00:37:52,719
Speaker 3: pugest things that's helped me negotiate my interpersonal relationships is

889
00:37:53,360 --> 00:37:55,399
Speaker 3: judging people and their actions, not their words. So it's

890
00:37:55,440 --> 00:37:58,360
Speaker 3: been really a step change for me and how I

891
00:37:58,440 --> 00:38:01,200
Speaker 3: walk through the world and respond to people. Like people

892
00:38:01,239 --> 00:38:02,839
Speaker 3: can say whatever they want to say. The words are

893
00:38:02,840 --> 00:38:05,560
Speaker 3: easy to say that the actions that people do is

894
00:38:06,880 --> 00:38:10,839
Speaker 3: who people are, So that's been a big match now

895
00:38:10,920 --> 00:38:12,040
Speaker 3: that helps me through life.

896
00:38:12,200 --> 00:38:13,400
Speaker 1: I love that. I'm going to be right in that

897
00:38:13,440 --> 00:38:17,359
Speaker 1: one day remembering it. Thank you so much, Kostin, thanks

898
00:38:17,400 --> 00:38:19,440
Speaker 1: for having me. I feel like everyone would already know.

899
00:38:19,480 --> 00:38:21,920
Speaker 1: But where can people find you? And Lanno Lips.

900
00:38:22,400 --> 00:38:25,480
Speaker 2: We are in Mecca. We love, love love Mecca.

901
00:38:25,520 --> 00:38:29,840
Speaker 3: We love them all, actually love Sephora, Pricelang, David Jones.

902
00:38:29,680 --> 00:38:31,919
Speaker 1: Just about everywhere and anywhere anyway.

903
00:38:31,560 --> 00:38:34,680
Speaker 2: You buy awesome kiddie products and a website.

904
00:38:35,080 --> 00:38:37,160
Speaker 1: It's a fun fact that you're is it one oh

905
00:38:37,200 --> 00:38:38,160
Speaker 1: one ointment?

906
00:38:38,560 --> 00:38:40,000
Speaker 2: Is that what it is? Yes? So we saw one

907
00:38:40,040 --> 00:38:41,439
Speaker 2: now every thirty seconds in the world.

908
00:38:41,640 --> 00:38:43,640
Speaker 1: Wow. And the coolest thing about the one O one

909
00:38:43,719 --> 00:38:46,440
Speaker 1: ointment is the reason why it's called that is because

910
00:38:46,440 --> 00:38:48,680
Speaker 1: there is one hundred and one ways that you can

911
00:38:48,760 --> 00:38:49,080
Speaker 1: use it.

912
00:38:49,239 --> 00:38:50,120
Speaker 2: Yes, we have a list.

913
00:38:50,480 --> 00:38:51,840
Speaker 3: Is In fact, when I named it, it was kind of

914
00:38:51,840 --> 00:38:54,239
Speaker 3: the double one tanda, like you know when you learn something,

915
00:38:54,280 --> 00:38:56,600
Speaker 3: it's just like learning like math one O one. It

916
00:38:56,640 --> 00:38:58,680
Speaker 3: was more like the basic, the fundamental, so it had

917
00:38:58,680 --> 00:39:00,960
Speaker 3: that meaning, but also the one on one uses as well.

918
00:39:01,080 --> 00:39:03,160
Speaker 1: We obviously won't run through all of those, but people

919
00:39:03,200 --> 00:39:04,520
Speaker 1: can't find that online I'm sure.

920
00:39:04,600 --> 00:39:06,560
Speaker 2: I'm sure they can. This has been great.

921
00:39:06,560 --> 00:39:07,640
Speaker 1: Thank you so much, thank you,