1 00:00:04,960 --> 00:00:06,880 Speaker 1: Welcome to the mentor. I'MRK Boris. 2 00:00:11,400 --> 00:00:13,240 Speaker 2: Can I get some quick sort of quick hits from you? 3 00:00:13,320 --> 00:00:15,480 Speaker 2: So from our small business community listens to us a 4 00:00:15,480 --> 00:00:19,560 Speaker 2: small business audience, maybe some tips as to what small 5 00:00:19,560 --> 00:00:22,440 Speaker 2: business owners in terms of marketing should not do. 6 00:00:22,600 --> 00:00:24,159 Speaker 1: You know, what's something they shouldn't do? 7 00:00:24,560 --> 00:00:27,400 Speaker 2: And maybe you've seen this happen, but there's some tips 8 00:00:27,440 --> 00:00:28,440 Speaker 2: says to what they should not do. 9 00:00:29,200 --> 00:00:33,680 Speaker 3: Yeah, I think most entrepreneurs are naturally reactive. They're always 10 00:00:33,720 --> 00:00:36,160 Speaker 3: switched on, They're always thinking. They see something, it gives 11 00:00:36,200 --> 00:00:39,400 Speaker 3: them idea, They text, they pivot, they change. So that 12 00:00:39,479 --> 00:00:43,800 Speaker 3: tenacity and I guess competitiveness and reactiveness is a good thing, 13 00:00:44,720 --> 00:00:47,680 Speaker 3: but it can also get you in a knot. So 14 00:00:47,800 --> 00:00:50,040 Speaker 3: I think, as I said before, it's about having that 15 00:00:50,200 --> 00:00:53,640 Speaker 3: fundamental strategy. And if it's a one pager on who's 16 00:00:53,680 --> 00:00:54,880 Speaker 3: my audience, how do they think? 17 00:00:54,920 --> 00:00:55,640 Speaker 4: How do they buy? 18 00:00:55,920 --> 00:00:58,600 Speaker 3: Here's our messages and you have that cheat sheet, put 19 00:00:58,640 --> 00:01:00,279 Speaker 3: it on your bed, put it on your desk in 20 00:01:00,280 --> 00:01:03,080 Speaker 3: your factory, just referencing that before you go and make 21 00:01:03,160 --> 00:01:07,039 Speaker 3: that snap decision and go. Does this comply with how 22 00:01:07,080 --> 00:01:09,560 Speaker 3: people are thinking of what we're doing? Yes, do it 23 00:01:09,880 --> 00:01:11,880 Speaker 3: because otherwise you'll be waking up every single day and 24 00:01:11,920 --> 00:01:13,960 Speaker 3: you'll see this social media trend or you'll see this, 25 00:01:14,120 --> 00:01:16,600 Speaker 3: or you'll hear someone saying be on radio, or change this, 26 00:01:16,760 --> 00:01:19,640 Speaker 3: or move your manufacturing to China, and you'll you'll try 27 00:01:19,680 --> 00:01:20,240 Speaker 3: and do it all. 28 00:01:20,480 --> 00:01:23,360 Speaker 4: So I think have that north star and alignment. 29 00:01:23,000 --> 00:01:25,320 Speaker 1: Piece and as your guideline, as your guideline. 30 00:01:25,360 --> 00:01:28,800 Speaker 2: So because entrepreneurs by usually by definition, tend to get 31 00:01:28,840 --> 00:01:32,800 Speaker 2: distracted easily. Yeah, and they hear something's gone really well, 32 00:01:33,080 --> 00:01:35,000 Speaker 2: or should I be doing that? I mean, you just 33 00:01:35,000 --> 00:01:38,320 Speaker 2: have something you've experienced with people. They're sort of bouncering 34 00:01:38,319 --> 00:01:38,560 Speaker 2: a lot. 35 00:01:39,000 --> 00:01:41,160 Speaker 4: Absolutely, and I think it's actually quite interesting. 36 00:01:41,280 --> 00:01:44,119 Speaker 3: We started working with small businesses who have their own money, 37 00:01:44,360 --> 00:01:46,080 Speaker 3: and now we've sort of worked our way up into 38 00:01:46,200 --> 00:01:48,960 Speaker 3: large enterprise because when you are dealing with the customer 39 00:01:49,000 --> 00:01:53,440 Speaker 3: and it's actually their money, Yeah, it's far more I 40 00:01:53,440 --> 00:01:56,240 Speaker 3: guess reactive, and there is there is pressure, so again 41 00:01:56,480 --> 00:01:58,960 Speaker 3: you have to be far more reactive. So yeah, naturally 42 00:01:59,080 --> 00:02:02,800 Speaker 3: entrepreneurs are are reactive, which is as a pro and 43 00:02:02,840 --> 00:02:03,120 Speaker 3: a con. 44 00:02:03,600 --> 00:02:04,320 Speaker 1: That's your point too. 45 00:02:04,360 --> 00:02:06,840 Speaker 2: Before that you're making earlier too, because big organizations go 46 00:02:06,920 --> 00:02:11,079 Speaker 2: strategic and they roll it out small owners, small smaller 47 00:02:11,080 --> 00:02:14,079 Speaker 2: business owners spending their own money and they get influences. 48 00:02:14,080 --> 00:02:16,160 Speaker 2: You seed buy something else and then become tactical and 49 00:02:16,200 --> 00:02:17,280 Speaker 2: you forget about the strategy. 50 00:02:17,639 --> 00:02:19,000 Speaker 1: And I think one of the. 51 00:02:18,919 --> 00:02:22,840 Speaker 2: Big takeaways from this discussion from a big organization looks 52 00:02:22,840 --> 00:02:27,360 Speaker 2: after your organization, looks after big clients, is that no 53 00:02:27,400 --> 00:02:30,160 Speaker 2: matter who you are, build a strategy yes day one, 54 00:02:30,520 --> 00:02:32,359 Speaker 2: and try and stick to it at least as you say, 55 00:02:32,400 --> 00:02:33,119 Speaker 2: it's your north star. 56 00:02:33,320 --> 00:02:34,920 Speaker 1: Try not to move way. 57 00:02:34,760 --> 00:02:35,799 Speaker 4: Too much from it. 58 00:02:35,880 --> 00:02:37,959 Speaker 2: Is there something that you've seen and obviously you've seen 59 00:02:38,040 --> 00:02:41,799 Speaker 2: some good smaller businesses, good entrepreneurs. I mean it was 60 00:02:41,840 --> 00:02:43,639 Speaker 2: a great example that they kicked off as a small 61 00:02:43,680 --> 00:02:47,120 Speaker 2: business in Australia effectively now is a huge business. Are 62 00:02:47,160 --> 00:02:50,280 Speaker 2: there some things that you would tell small business owners 63 00:02:50,360 --> 00:02:55,240 Speaker 2: our audience that have worked and turned small businesses into 64 00:02:55,240 --> 00:02:58,440 Speaker 2: big business Apart from being strategic and sticking to the strategy, 65 00:02:58,440 --> 00:03:01,240 Speaker 2: I mean, are there are there some sort of guidelines 66 00:03:01,280 --> 00:03:04,200 Speaker 2: you could sort of leave us with what's worked. 67 00:03:03,960 --> 00:03:05,720 Speaker 1: For some of your now bigger clients. Who what he 68 00:03:05,720 --> 00:03:06,480 Speaker 1: wants for small clients? 69 00:03:06,480 --> 00:03:09,400 Speaker 2: And by the way, everybody, everybody at some stage or 70 00:03:09,480 --> 00:03:12,400 Speaker 2: other was a small business. They all start off a 71 00:03:12,400 --> 00:03:18,760 Speaker 2: small business. General Electric was invented by Thomas Edison in 72 00:03:18,880 --> 00:03:21,400 Speaker 2: eighteen fifty six and he invented a light bulb and 73 00:03:21,520 --> 00:03:23,440 Speaker 2: he turned it into a company called General Electric. Now 74 00:03:23,440 --> 00:03:25,120 Speaker 2: it's one of the biggest companies of the world, but 75 00:03:25,200 --> 00:03:27,440 Speaker 2: it started off as a small business. Every business starts 76 00:03:27,480 --> 00:03:31,280 Speaker 2: that way. Who included CBA comm with Bank Westpac whoever? 77 00:03:31,280 --> 00:03:33,640 Speaker 1: You want to talk about. What have you seen that 78 00:03:33,800 --> 00:03:34,720 Speaker 1: makes that? 79 00:03:35,160 --> 00:03:38,240 Speaker 2: Is there a one or two consistent things that seems 80 00:03:38,240 --> 00:03:40,280 Speaker 2: to be president of every small business that becomes a 81 00:03:40,360 --> 00:03:41,560 Speaker 2: successful bigger business. 82 00:03:42,200 --> 00:03:45,760 Speaker 3: For me, at the beginning, it's all about revenue. How 83 00:03:45,800 --> 00:03:47,280 Speaker 3: do you make that phone ring? How do you make 84 00:03:47,280 --> 00:03:50,000 Speaker 3: that till ring? And that's where your focus should be. 85 00:03:50,880 --> 00:03:51,880 Speaker 4: We get very. 86 00:03:51,920 --> 00:03:54,800 Speaker 3: Obsessed when we're business owners around our brand and our 87 00:03:54,840 --> 00:03:57,840 Speaker 3: logo and our colors and making sure everything's perfect. The 88 00:03:57,880 --> 00:04:00,800 Speaker 3: focus should be on what makes the phone and ensuring 89 00:04:00,840 --> 00:04:03,400 Speaker 3: I look after my people. And so for me, small 90 00:04:03,400 --> 00:04:07,520 Speaker 3: business lead generation, sales generation, and those tactics need to 91 00:04:07,560 --> 00:04:10,600 Speaker 3: be your fundamental that you get right and then work 92 00:04:10,640 --> 00:04:11,880 Speaker 3: out the sexy stuff after that. 93 00:04:12,120 --> 00:04:14,600 Speaker 2: And are there any particular right now, Are there any 94 00:04:14,680 --> 00:04:20,880 Speaker 2: particular platforms mediums that I'm a working better than others. 95 00:04:21,160 --> 00:04:23,600 Speaker 2: I mean it is under outstanding mediums. 96 00:04:23,720 --> 00:04:24,320 Speaker 4: Yeah, look at it. 97 00:04:24,960 --> 00:04:26,880 Speaker 3: Obviously depends on the business and where you need to be. 98 00:04:27,040 --> 00:04:31,160 Speaker 3: I think, let's say retail retail, I think or the 99 00:04:31,480 --> 00:04:33,880 Speaker 3: issue that online digital retail you should be. You know, 100 00:04:34,000 --> 00:04:37,720 Speaker 3: your Google Search, Google Shop, and then obviously your performance 101 00:04:37,720 --> 00:04:41,080 Speaker 3: platforms like Meta and TikTok in terms of performance ads, 102 00:04:41,360 --> 00:04:42,880 Speaker 3: and by performance ads, I mean. 103 00:04:43,080 --> 00:04:44,280 Speaker 1: What I mean, I don't know what that means. 104 00:04:44,360 --> 00:04:45,880 Speaker 4: Yeah, it's a good question. 105 00:04:45,960 --> 00:04:48,279 Speaker 3: So you've got your grid that you post on, which 106 00:04:48,320 --> 00:04:51,360 Speaker 3: is for your community, for your however many thousand followers, 107 00:04:51,880 --> 00:04:54,599 Speaker 3: and you go on there. But then it's your dark ads, 108 00:04:54,760 --> 00:04:57,719 Speaker 3: which run through a targeted platform where you can go 109 00:04:57,760 --> 00:05:00,680 Speaker 3: and punch in who you want to find. And let's 110 00:05:00,680 --> 00:05:02,760 Speaker 3: say I was trying to sell the hyperbaric chambers. I 111 00:05:02,800 --> 00:05:03,760 Speaker 3: say high net. 112 00:05:03,560 --> 00:05:06,039 Speaker 4: Worth, active blah blah blah blah. 113 00:05:05,839 --> 00:05:07,719 Speaker 3: Blah, And I get an ad and I post up 114 00:05:07,760 --> 00:05:09,840 Speaker 3: that single ad, and I say send it to those people. 115 00:05:09,960 --> 00:05:14,440 Speaker 3: So they're not necessarily a follower, but Facebook, Meta, Instagram 116 00:05:14,520 --> 00:05:16,400 Speaker 3: knows who they are and it will put those ads 117 00:05:16,400 --> 00:05:18,920 Speaker 3: in their feed. That is the quickest way to get 118 00:05:18,960 --> 00:05:20,839 Speaker 3: straight to exactly. 119 00:05:20,400 --> 00:05:21,000 Speaker 4: Who you need to. 120 00:05:21,040 --> 00:05:25,280 Speaker 3: And it's the most targeted, potent search criteria that there is. 121 00:05:25,240 --> 00:05:27,240 Speaker 1: Out there that's interesting. You call it dark as I 122 00:05:27,279 --> 00:05:27,880 Speaker 1: love that name. 123 00:05:28,400 --> 00:05:31,400 Speaker 2: We've never actually gone out looking for anybody on now 124 00:05:31,440 --> 00:05:32,640 Speaker 2: because we're just a broadcaster. 125 00:05:32,680 --> 00:05:34,000 Speaker 1: But we don't have a product. 126 00:05:34,000 --> 00:05:37,200 Speaker 2: But what you're saying to me is that I can 127 00:05:37,200 --> 00:05:38,560 Speaker 2: do whatever I want on my stories and I can 128 00:05:38,600 --> 00:05:40,800 Speaker 2: put it everyone on my grid on Instagram for arguments sake, 129 00:05:41,200 --> 00:05:43,600 Speaker 2: But if we had a product that we wanted to sell, 130 00:05:43,760 --> 00:05:46,799 Speaker 2: then we'd be doing this so called. We would profile 131 00:05:47,360 --> 00:05:50,000 Speaker 2: the person who I have now as a result of 132 00:05:50,000 --> 00:05:53,800 Speaker 2: talking to have researched, and that's my buyer. I would 133 00:05:53,880 --> 00:05:58,200 Speaker 2: profile them off to whoever it is Instagram all meta way, 134 00:05:58,440 --> 00:06:02,039 Speaker 2: and then I'll pay feed and they'll find those people correct, 135 00:06:02,080 --> 00:06:04,240 Speaker 2: And then they will say then will develop the message, 136 00:06:04,800 --> 00:06:06,520 Speaker 2: and then or might come to you and you will 137 00:06:06,520 --> 00:06:09,440 Speaker 2: develop the message for me, and then we'll hit them. 138 00:06:09,680 --> 00:06:11,480 Speaker 3: We'll hit them, and you can even go as far 139 00:06:11,520 --> 00:06:13,680 Speaker 3: as putting your objective in there around do I want 140 00:06:13,680 --> 00:06:15,280 Speaker 3: them to watch the video or do I want to 141 00:06:15,279 --> 00:06:16,320 Speaker 3: send them to my website? 142 00:06:16,360 --> 00:06:19,200 Speaker 2: And just met it does do the platforms ask you, 143 00:06:19,400 --> 00:06:20,360 Speaker 2: do they prompt you, They. 144 00:06:20,240 --> 00:06:22,400 Speaker 3: Basically take you through a survey or a questionnaire where 145 00:06:22,400 --> 00:06:24,080 Speaker 3: you say, who's the person, what do you want them 146 00:06:24,120 --> 00:06:27,640 Speaker 3: to do? It's very intuitive and I think, you know, 147 00:06:27,720 --> 00:06:31,760 Speaker 3: most people can go through this platform themselves and build 148 00:06:31,760 --> 00:06:32,320 Speaker 3: something out. 149 00:06:32,560 --> 00:06:33,599 Speaker 1: And I can't go. 150 00:06:33,680 --> 00:06:35,560 Speaker 2: I can't let you go without asking one quick question. 151 00:06:36,800 --> 00:06:40,200 Speaker 2: Should I using chat white mads for me? As both 152 00:06:40,320 --> 00:06:40,680 Speaker 2: coming to you? 153 00:06:42,560 --> 00:06:45,119 Speaker 4: It's a funny one, but you're not looking. You don't 154 00:06:45,200 --> 00:06:48,960 Speaker 4: laugh at that hard. Yeah, it's interesting, it's coming to talk. 155 00:06:48,800 --> 00:06:51,560 Speaker 1: To me about it. How do you guys use it? 156 00:06:51,560 --> 00:06:52,360 Speaker 1: How will you use it? 157 00:06:52,200 --> 00:06:54,800 Speaker 3: It's funny because we actually say that, you know, chat 158 00:06:54,880 --> 00:06:58,280 Speaker 3: GPT is amazing as a baseline and you can get 159 00:06:58,320 --> 00:07:01,159 Speaker 3: a lot of ideas from it. But we also have 160 00:07:01,160 --> 00:07:02,880 Speaker 3: a rule in our agency that we don't want to 161 00:07:02,880 --> 00:07:05,200 Speaker 3: be spitting out things that everyone else has access to. 162 00:07:05,360 --> 00:07:06,560 Speaker 1: Which CHATJP do will do? 163 00:07:06,640 --> 00:07:07,479 Speaker 4: Which which it will do? 164 00:07:07,640 --> 00:07:10,840 Speaker 1: Is it tastes one common denominator? It grab grabs everything. 165 00:07:10,720 --> 00:07:12,560 Speaker 3: It's like a mass internet search and or can pull 166 00:07:12,640 --> 00:07:14,840 Speaker 3: pull all that together and spit out an answer. So 167 00:07:14,880 --> 00:07:17,960 Speaker 3: we say we run that process and say, well we 168 00:07:18,000 --> 00:07:19,760 Speaker 3: don't use anything that comes off on that list because 169 00:07:19,800 --> 00:07:22,520 Speaker 3: it's too generic. So for US in that sort of 170 00:07:22,520 --> 00:07:24,679 Speaker 3: you know, top tier, we say, well that's our don't 171 00:07:24,720 --> 00:07:27,360 Speaker 3: do list, But I guess for smaller medium sized business, 172 00:07:27,400 --> 00:07:29,600 Speaker 3: it's the power of that thing is phenomenal in terms 173 00:07:29,640 --> 00:07:32,080 Speaker 3: of and even that research we spoke about before of 174 00:07:32,360 --> 00:07:34,640 Speaker 3: understanding my audience, how do they think? Where do they buy? 175 00:07:34,880 --> 00:07:37,920 Speaker 3: You could ask chat GPT those questions and it could 176 00:07:37,960 --> 00:07:39,280 Speaker 3: be your strategist for you. 177 00:07:39,360 --> 00:07:41,920 Speaker 2: So because someone might have already published something about exactly 178 00:07:41,960 --> 00:07:44,200 Speaker 2: that topic and chat top you'll go and find it somewhere. 179 00:07:44,280 --> 00:07:46,160 Speaker 3: It'll go to the yeah, the dark depths and pull 180 00:07:46,200 --> 00:07:48,360 Speaker 3: everything that's relevant together and give you a you know, 181 00:07:48,400 --> 00:07:50,600 Speaker 3: a one page cheat sheet on. 182 00:07:50,320 --> 00:07:50,840 Speaker 4: What you should do. 183 00:07:50,880 --> 00:07:51,760 Speaker 1: It's not a bad starter. 184 00:07:51,920 --> 00:07:52,680 Speaker 4: It's a great starter. 185 00:07:52,880 --> 00:07:55,320 Speaker 2: It's funny, you know, because the US not that long ago, 186 00:07:55,480 --> 00:07:57,960 Speaker 2: about any months. I thought I'd tried it, and I 187 00:07:57,200 --> 00:07:59,960 Speaker 2: know I was making a speech and I asked already 188 00:08:00,000 --> 00:08:02,000 Speaker 2: written speech ars chat to be to write to miss speech. 189 00:08:02,360 --> 00:08:04,800 Speaker 2: I said, give me my coming. How many words was 190 00:08:04,840 --> 00:08:06,960 Speaker 2: this my audience is what I'm talking about? Blah blah, 191 00:08:07,120 --> 00:08:09,480 Speaker 2: And it gave me. It was not bad like it 192 00:08:09,520 --> 00:08:12,480 Speaker 2: was as you said, it was very generic. It wasn't 193 00:08:12,840 --> 00:08:14,520 Speaker 2: it wasn't what I wanted to deliver. It didn't have 194 00:08:14,640 --> 00:08:17,960 Speaker 2: enough personal stuff in there, my story stuff. But it 195 00:08:17,960 --> 00:08:19,960 Speaker 2: wouldn't have known about my story stuff because I not 196 00:08:20,000 --> 00:08:22,160 Speaker 2: published my story stuff, so it's not going to pick 197 00:08:22,200 --> 00:08:24,320 Speaker 2: up my stuff. But it was actually not a bad 198 00:08:25,080 --> 00:08:28,000 Speaker 2: yardstick meat for me to look at in terms of 199 00:08:28,000 --> 00:08:30,240 Speaker 2: what other people have talked about. It was about leadership 200 00:08:30,320 --> 00:08:33,040 Speaker 2: or something like that, and it wasn't a bad yards 201 00:08:33,080 --> 00:08:36,760 Speaker 2: to go on based on what you know, John F. 202 00:08:36,800 --> 00:08:39,120 Speaker 2: Kennedy might have said about leadership. You know, it drags 203 00:08:39,160 --> 00:08:41,079 Speaker 2: that sort of stuff in for you. It gives you 204 00:08:41,080 --> 00:08:44,240 Speaker 2: a few little nice markers and says to me, in 205 00:08:44,280 --> 00:08:47,040 Speaker 2: relationship with the speech i'd written, I'm on the right track. 206 00:08:48,160 --> 00:08:50,040 Speaker 2: It wasn't what I was going to say, but I'm 207 00:08:50,080 --> 00:08:51,200 Speaker 2: on the right track. It gives you a bit of 208 00:08:51,200 --> 00:08:55,080 Speaker 2: confidence if you're you know, like not that I'm not 209 00:08:55,080 --> 00:08:57,280 Speaker 2: someone who's sort of lacking in confidence, but other people 210 00:08:57,320 --> 00:08:59,880 Speaker 2: are starting off business and they sort of go through that. 211 00:09:00,040 --> 00:09:02,440 Speaker 2: So as you're talking about and you know, and they've 212 00:09:02,440 --> 00:09:04,920 Speaker 2: done all the research and they've worked out the researching 213 00:09:04,920 --> 00:09:07,280 Speaker 2: says this is what the message should say, is perhaps 214 00:09:07,320 --> 00:09:09,000 Speaker 2: the language the message should be put into. 215 00:09:09,480 --> 00:09:11,160 Speaker 1: And these are the platforms are going to go to. 216 00:09:11,280 --> 00:09:12,320 Speaker 1: You've done your work. 217 00:09:13,360 --> 00:09:15,640 Speaker 2: Yeah, try it out, give it a crack and see 218 00:09:15,679 --> 00:09:19,440 Speaker 2: if there's any variability between what you've come up with 219 00:09:19,480 --> 00:09:23,120 Speaker 2: and what someone else has already probably said problems. Chat 220 00:09:23,160 --> 00:09:25,920 Speaker 2: to Journey goes to twenty twenty one. It doesn't go 221 00:09:26,040 --> 00:09:28,160 Speaker 2: beyond that, but it doesn't matter. You're going to get 222 00:09:28,400 --> 00:09:29,480 Speaker 2: a bit of a guideline. 223 00:09:29,559 --> 00:09:31,400 Speaker 3: Yeah, correct, And I think you know there's a lot 224 00:09:31,400 --> 00:09:33,360 Speaker 3: of I guess when it's starting business. I guess you 225 00:09:33,400 --> 00:09:35,960 Speaker 3: know blind spots. You know I know how to make X, 226 00:09:36,760 --> 00:09:38,440 Speaker 3: and you know I don't know how to do the 227 00:09:38,440 --> 00:09:41,240 Speaker 3: financials or even the marketing. I think it can give 228 00:09:41,280 --> 00:09:43,480 Speaker 3: you a really nice I guess entry point into some 229 00:09:43,520 --> 00:09:46,760 Speaker 3: of these worlds. And yeah, writing ads and writing copy 230 00:09:46,840 --> 00:09:49,560 Speaker 3: for social posts certainly an area it can help you with, 231 00:09:49,600 --> 00:09:50,000 Speaker 3: for sure. 232 00:09:51,240 --> 00:09:55,760 Speaker 2: And your brand is pronounced basic, but it's not spelt basic. Well, 233 00:09:55,760 --> 00:09:57,440 Speaker 2: it is spell basic, but it's not a spelt the 234 00:09:57,440 --> 00:10:01,240 Speaker 2: basic way basic. So what's the thinking of behind spelling 235 00:10:01,240 --> 00:10:02,040 Speaker 2: it be a do bless? 236 00:10:02,040 --> 00:10:02,160 Speaker 5: Ok? 237 00:10:03,320 --> 00:10:07,400 Speaker 6: So that was a decision based on trademarking, and when 238 00:10:07,640 --> 00:10:10,240 Speaker 6: that was it was actually difficult to choose a name. 239 00:10:10,520 --> 00:10:13,480 Speaker 6: We'd already designed the collection. It was the name, which 240 00:10:13,559 --> 00:10:18,160 Speaker 6: was the hardest thing, and we I don't know how 241 00:10:18,160 --> 00:10:19,800 Speaker 6: we came up with it, but we did. And then 242 00:10:19,960 --> 00:10:22,640 Speaker 6: we had to go through the trademarking process to make 243 00:10:22,679 --> 00:10:26,520 Speaker 6: sure that we could sell it in the US, sell 244 00:10:26,559 --> 00:10:29,800 Speaker 6: it in Europe that the brand had the name hadn't 245 00:10:29,840 --> 00:10:33,199 Speaker 6: already been used. And that was a real process actually, 246 00:10:33,200 --> 00:10:35,400 Speaker 6: and it's taken years and you have to renew. 247 00:10:35,080 --> 00:10:37,160 Speaker 1: It and it's it's expensive, too. 248 00:10:37,280 --> 00:10:41,120 Speaker 6: Super expensive, you get you know, there was one point 249 00:10:41,160 --> 00:10:43,439 Speaker 6: where we had so many rip off versions of our 250 00:10:43,440 --> 00:10:47,360 Speaker 6: brand coming out of China, people using our logo, people 251 00:10:47,360 --> 00:10:50,320 Speaker 6: spelling it with one s BA SIK. 252 00:10:52,000 --> 00:10:54,839 Speaker 5: With a dot, like I mean, I just used to have. 253 00:10:55,920 --> 00:10:58,200 Speaker 6: It was almost like I had a spies on the ground, 254 00:10:58,200 --> 00:11:00,280 Speaker 6: Like people just sending me stuff all the time. And 255 00:11:00,320 --> 00:11:02,800 Speaker 6: it was like I used to get really annoyed with that, 256 00:11:03,040 --> 00:11:05,360 Speaker 6: and then it was just like, you know, what can 257 00:11:05,400 --> 00:11:09,439 Speaker 6: you do. You're not going to fight every copy every brand. 258 00:11:09,160 --> 00:11:12,520 Speaker 5: That pops up. It doesn't happen that much anymore. 259 00:11:12,640 --> 00:11:16,040 Speaker 2: So touch Wood well these to say. There was an 260 00:11:16,080 --> 00:11:18,480 Speaker 2: old saying that the greatest form of admiration is emulation. 261 00:11:19,080 --> 00:11:21,840 Speaker 2: And you know, if you're doing well and you're admired, 262 00:11:22,160 --> 00:11:24,720 Speaker 2: someone will try to do the same thing. I do 263 00:11:24,840 --> 00:11:26,839 Speaker 2: remember also because when I used to work in the 264 00:11:26,880 --> 00:11:29,160 Speaker 2: law firm, we had a lot of rag trade clients, 265 00:11:29,800 --> 00:11:33,080 Speaker 2: and I remember quite often they would go overseas to 266 00:11:33,120 --> 00:11:35,160 Speaker 2: Milan or something like that, one of those sort of places, 267 00:11:35,520 --> 00:11:39,680 Speaker 2: sometimes Asia, and they would bring they're gone by a 268 00:11:39,679 --> 00:11:42,720 Speaker 2: whole lot of stuff, clothing, yeah, and they'll bring it 269 00:11:42,760 --> 00:11:45,280 Speaker 2: back and that when they came through customs. I remember 270 00:11:45,520 --> 00:11:47,000 Speaker 2: because I came back with the client one time and 271 00:11:47,080 --> 00:11:48,680 Speaker 2: he had a bag full of stuff. He'd been to 272 00:11:48,720 --> 00:11:52,880 Speaker 2: one of these shows whatever, but everything was cut so 273 00:11:52,920 --> 00:11:54,760 Speaker 2: that you couldn't wear it, so you didn't have to 274 00:11:54,760 --> 00:11:56,480 Speaker 2: pay a customs studio. But what they do is they 275 00:11:56,559 --> 00:11:59,319 Speaker 2: take the things and they would copy them. They would say, well, 276 00:11:59,360 --> 00:12:00,880 Speaker 2: this is the latest thing going. 277 00:12:00,960 --> 00:12:02,840 Speaker 5: Yeah, oh no, that's standard. 278 00:12:02,920 --> 00:12:04,240 Speaker 4: Ye stands all the time. 279 00:12:04,360 --> 00:12:07,400 Speaker 1: So that would happen, so people would see your basic 280 00:12:07,440 --> 00:12:08,480 Speaker 1: stuff and do the same thing. 281 00:12:08,559 --> 00:12:11,000 Speaker 6: Yeah, and you can't like, I mean, we've done this 282 00:12:11,120 --> 00:12:13,320 Speaker 6: pant that we cannot keep on the shelves. 283 00:12:13,320 --> 00:12:13,920 Speaker 5: At the moment. 284 00:12:14,160 --> 00:12:18,920 Speaker 6: That has basically revived our business because there was one point, 285 00:12:18,960 --> 00:12:22,720 Speaker 6: you know, after the GSC that was a nightmare, and 286 00:12:22,760 --> 00:12:26,199 Speaker 6: then we had COVID and everyone pivoted to casual clothing. 287 00:12:26,480 --> 00:12:29,400 Speaker 6: So we did really well during COVID because everyone was 288 00:12:29,440 --> 00:12:34,040 Speaker 6: working from home wearing like elevated basics. And then every 289 00:12:34,040 --> 00:12:37,360 Speaker 6: other brand decided to do that concept, so then the 290 00:12:37,400 --> 00:12:40,000 Speaker 6: whole market was flooded with it. So we had a 291 00:12:40,080 --> 00:12:46,360 Speaker 6: pretty tough time coming out of COVID. Anyway, We've designed 292 00:12:46,360 --> 00:12:50,360 Speaker 6: this new pant. Some customers have like fourteen pairs of 293 00:12:50,400 --> 00:12:54,240 Speaker 6: them in different colors. I'm not kidding, like it's crazy anyway. 294 00:12:54,320 --> 00:12:59,959 Speaker 6: Kmart Stunn a version of it, and you just I mean, 295 00:13:00,960 --> 00:13:03,080 Speaker 6: I don't get hung up about it anymore. 296 00:13:03,280 --> 00:13:05,359 Speaker 1: But it's just part of being successful. 297 00:13:05,400 --> 00:13:07,480 Speaker 5: I think it's fine. I'm cool with that. 298 00:13:07,679 --> 00:13:10,360 Speaker 1: Well, they weren't doing it. That probably may indicate you 299 00:13:10,440 --> 00:13:11,800 Speaker 1: that you're not doing anything right. 300 00:13:12,200 --> 00:13:13,320 Speaker 5: Yeah, true, I know. 301 00:13:13,520 --> 00:13:18,920 Speaker 6: Like I think, as you gain experience, you learn what 302 00:13:19,160 --> 00:13:21,960 Speaker 6: to where to put your energy, don't you. And it's 303 00:13:22,000 --> 00:13:23,960 Speaker 6: not into that kind of stuff anymot. 304 00:13:24,400 --> 00:13:26,360 Speaker 2: Try not to try to chill out a little bit 305 00:13:26,640 --> 00:13:28,199 Speaker 2: because you can't be worried about that sort of stuff 306 00:13:28,200 --> 00:13:28,480 Speaker 2: all time. 307 00:13:28,520 --> 00:13:29,920 Speaker 1: But it's also about giving. 308 00:13:29,760 --> 00:13:34,280 Speaker 2: One step ahead of everybody exactly, and sticking by your 309 00:13:34,280 --> 00:13:36,760 Speaker 2: own brand and your own brand values, the values of 310 00:13:36,760 --> 00:13:39,160 Speaker 2: your brand, so you know you've done. 311 00:13:39,040 --> 00:13:39,760 Speaker 1: A great job at that. 312 00:13:41,240 --> 00:13:45,000 Speaker 2: I do want to just quickly ask you about the 313 00:13:45,000 --> 00:13:47,720 Speaker 2: the intellectual property registration of your trademark? 314 00:13:48,760 --> 00:13:49,040 Speaker 5: Has that? 315 00:13:49,880 --> 00:13:55,600 Speaker 1: Nothing technical? But has that? Do you think that's worth 316 00:13:55,600 --> 00:13:57,720 Speaker 1: the payoff? Is it a payoff on that? Because it 317 00:13:57,760 --> 00:14:00,439 Speaker 1: is expensive, it's an excise going to get a trademark. 318 00:14:00,120 --> 00:14:01,560 Speaker 5: Lately worth the payoff. 319 00:14:02,120 --> 00:14:07,080 Speaker 6: I mean you have to invest in that from the start. 320 00:14:07,400 --> 00:14:11,760 Speaker 6: I mean I've worked for brands that had big intellectual 321 00:14:11,800 --> 00:14:17,640 Speaker 6: property cases in the past. You have to do that. 322 00:14:17,840 --> 00:14:19,840 Speaker 6: You have to get things right from the start. You 323 00:14:19,920 --> 00:14:23,680 Speaker 6: have to invest, Like we invested in a CFO in 324 00:14:23,720 --> 00:14:26,920 Speaker 6: our first two years of business. 325 00:14:26,680 --> 00:14:27,840 Speaker 1: Someone to run your numbers. 326 00:14:28,000 --> 00:14:28,680 Speaker 5: Yeah, and she. 327 00:14:28,680 --> 00:14:30,480 Speaker 6: Got paid ten times as much as us we can 328 00:14:30,560 --> 00:14:33,200 Speaker 6: pay ourselves. But she was and she's still with us today. 329 00:14:33,480 --> 00:14:38,760 Speaker 6: And you have to invest in the right areas. And 330 00:14:38,840 --> 00:14:43,680 Speaker 6: that's something that we've always done and it saves problems 331 00:14:43,720 --> 00:14:47,440 Speaker 6: down the track, I think, like big problems that you 332 00:14:47,440 --> 00:14:49,320 Speaker 6: don't want to be dealing with, Like it's very hard 333 00:14:49,320 --> 00:14:51,560 Speaker 6: to change your name after like five years of being 334 00:14:51,600 --> 00:14:55,000 Speaker 6: successful in business. I mean that is just a headache 335 00:14:55,080 --> 00:14:55,640 Speaker 6: you don't want. 336 00:14:56,160 --> 00:14:57,800 Speaker 2: Well, that's true, and because you've got to deal with 337 00:14:57,840 --> 00:15:01,680 Speaker 2: your your or your distribution point just about everybody. If 338 00:15:03,160 --> 00:15:06,080 Speaker 2: you're no longer in business with your original co founder, 339 00:15:07,120 --> 00:15:08,360 Speaker 2: are you able to talk about that? 340 00:15:09,320 --> 00:15:10,080 Speaker 5: I mean it happened. 341 00:15:10,760 --> 00:15:14,880 Speaker 6: Oh I was wondering if you're going to ask me that. Look, 342 00:15:14,960 --> 00:15:18,960 Speaker 6: I think partnerships come to a natural end. And lou 343 00:15:19,000 --> 00:15:23,360 Speaker 6: and I did really really well together for eighteen years 344 00:15:24,000 --> 00:15:27,200 Speaker 6: or seventeen years to get the brand to where we did. 345 00:15:27,240 --> 00:15:29,520 Speaker 5: But you know, she wanted to do other things. 346 00:15:29,320 --> 00:15:32,920 Speaker 2: And within your business, I mean, do you just sort 347 00:15:32,960 --> 00:15:34,760 Speaker 2: of say I don't want to do that, I'll buy 348 00:15:34,760 --> 00:15:36,320 Speaker 2: you out, or how does it all work? 349 00:15:37,640 --> 00:15:38,960 Speaker 1: How does a partner exit. 350 00:15:38,720 --> 00:15:42,040 Speaker 2: When you've been there together for sevens? 351 00:15:41,280 --> 00:15:43,120 Speaker 5: It's like a divorce. 352 00:15:43,680 --> 00:15:44,560 Speaker 1: It must be like a divorce. 353 00:15:44,680 --> 00:15:49,160 Speaker 5: Yes, it's a lot, you know. 354 00:15:49,320 --> 00:15:53,280 Speaker 6: I'm not going to talk too much about it, but yeah, 355 00:15:53,280 --> 00:15:58,280 Speaker 6: it was. It was difficult, and the company's reset now 356 00:15:58,360 --> 00:16:02,880 Speaker 6: and we're really in a good position. So basic two 357 00:16:02,920 --> 00:16:04,040 Speaker 6: point zero, it's good. 358 00:16:04,600 --> 00:16:06,280 Speaker 1: Do do do you? But do you miss? 359 00:16:07,440 --> 00:16:09,240 Speaker 2: Because a lot of people when they're starting up, they 360 00:16:09,360 --> 00:16:11,800 Speaker 2: like a lot of people talk about having co found 361 00:16:11,800 --> 00:16:15,640 Speaker 2: it because it's comforting that have someone you can cry 362 00:16:15,680 --> 00:16:17,880 Speaker 2: on each other's shoulder, or you can sort of both 363 00:16:17,920 --> 00:16:20,800 Speaker 2: bitch to each other about how difficult a supplier. 364 00:16:20,400 --> 00:16:23,520 Speaker 1: Is or whatever. That that comfort thing. 365 00:16:25,520 --> 00:16:28,040 Speaker 2: When does it get to a certain point when you 366 00:16:28,120 --> 00:16:30,040 Speaker 2: no longer need that sort of thing because you know 367 00:16:30,040 --> 00:16:31,920 Speaker 2: you're success for you've been out of for a long time, 368 00:16:32,000 --> 00:16:35,200 Speaker 2: You're not as young anymore, You're you're less susceptible to 369 00:16:36,000 --> 00:16:38,320 Speaker 2: perhaps you know you're not going to fail, you know, 370 00:16:38,320 --> 00:16:39,480 Speaker 2: because you've already succeeded. 371 00:16:40,600 --> 00:16:41,800 Speaker 1: Do you does that. 372 00:16:41,760 --> 00:16:45,960 Speaker 2: Co founder relationship evolve into something totally different? 373 00:16:46,040 --> 00:16:48,280 Speaker 6: I think people you know you evolved, don't you as 374 00:16:48,520 --> 00:16:52,080 Speaker 6: a human being? And you you've either come together or 375 00:16:52,120 --> 00:16:55,720 Speaker 6: you go apart, grow apart. And I think you know, 376 00:16:55,880 --> 00:17:04,600 Speaker 6: alignment is key, particularly in leadership position, having alignment we 377 00:17:04,600 --> 00:17:07,399 Speaker 6: we really need, Like I have a great alignment with 378 00:17:07,480 --> 00:17:10,240 Speaker 6: our seeing my CEO, he's been with me for fourteen years. 379 00:17:10,280 --> 00:17:14,879 Speaker 6: He's amazing, he teaches me so much, He's built this 380 00:17:14,960 --> 00:17:18,680 Speaker 6: beautiful culture in our company. He's hard, but he's soft 381 00:17:18,680 --> 00:17:24,439 Speaker 6: at the same time. And I think it's really important 382 00:17:24,520 --> 00:17:31,360 Speaker 6: to have that alignment and that same vision, particularly as 383 00:17:31,400 --> 00:17:34,480 Speaker 6: your brand gets to a certain your business gets to 384 00:17:34,520 --> 00:17:38,199 Speaker 6: a certain stage, and it's critical then to get to 385 00:17:38,240 --> 00:17:42,000 Speaker 6: that next point, like critical for us, like we've we've 386 00:17:42,440 --> 00:17:45,520 Speaker 6: for three years we've had the same turnover, we have 387 00:17:45,600 --> 00:17:48,680 Speaker 6: not we've been stumbling at the same sort of stumbling blocks, 388 00:17:48,840 --> 00:17:52,040 Speaker 6: and so now it's like our time to get to 389 00:17:52,080 --> 00:17:54,440 Speaker 6: that next point. And I think that's the hardest part. 390 00:17:54,600 --> 00:17:56,800 Speaker 6: You know, it's like getting from a certain turnover to 391 00:17:56,880 --> 00:17:59,240 Speaker 6: the next, Like how do you do that in a 392 00:18:00,080 --> 00:18:03,080 Speaker 6: market that is so volatile? Like you think about what's 393 00:18:03,080 --> 00:18:07,760 Speaker 6: happening with the global economy, and you know, fashion is 394 00:18:07,840 --> 00:18:11,240 Speaker 6: something that is switched on and off based on what's 395 00:18:11,240 --> 00:18:15,439 Speaker 6: happening with the economy. And I think for us supply 396 00:18:15,600 --> 00:18:20,800 Speaker 6: chain tariffs, like there's just so much instability in the 397 00:18:20,840 --> 00:18:25,560 Speaker 6: world and lots of things that are out of your control. 398 00:18:26,600 --> 00:18:27,360 Speaker 5: So so what. 399 00:18:27,280 --> 00:18:29,800 Speaker 1: Are you doing something out of your control? How do 400 00:18:29,840 --> 00:18:30,560 Speaker 1: you approach it? 401 00:18:31,600 --> 00:18:35,160 Speaker 6: I think you make decisions on things you can control. 402 00:18:35,560 --> 00:18:40,880 Speaker 6: So for us, we had quite a strong international business 403 00:18:42,200 --> 00:18:46,119 Speaker 6: pre COVID, So we were in stores like Bergdorf Goodman 404 00:18:46,240 --> 00:18:48,960 Speaker 6: in New York. We had a really great business and 405 00:18:50,359 --> 00:18:54,040 Speaker 6: COVID hit and then it was just like no shipping. 406 00:18:54,119 --> 00:18:56,080 Speaker 6: We don't want to take orders we're not paying you 407 00:18:56,240 --> 00:18:58,880 Speaker 6: for I mean, we just put our business was at risk, 408 00:18:58,960 --> 00:19:01,679 Speaker 6: you know, and so we may decision at that point, Okay, 409 00:19:01,840 --> 00:19:06,199 Speaker 6: we're closing down international. We can control our own destiny 410 00:19:06,280 --> 00:19:09,840 Speaker 6: by having bricks and mortar stores, our own online. 411 00:19:10,040 --> 00:19:10,560 Speaker 5: So we just. 412 00:19:10,520 --> 00:19:16,880 Speaker 6: Pulled everything back into local and that's been our strategy. 413 00:19:16,920 --> 00:19:19,439 Speaker 6: And then it's just understanding like how much growth can 414 00:19:19,480 --> 00:19:22,680 Speaker 6: we have in this market and where does the growth 415 00:19:22,720 --> 00:19:26,439 Speaker 6: come from next. I think, you know, online is a 416 00:19:26,520 --> 00:19:31,479 Speaker 6: huge thing that you can control because of the the 417 00:19:31,480 --> 00:19:33,679 Speaker 6: money that you can spend on marketing, so you can 418 00:19:33,720 --> 00:19:36,160 Speaker 6: switch that on and off. It's different to bricks and mortar, 419 00:19:36,200 --> 00:19:41,000 Speaker 6: where you're investing in you know, rents inventory, like it's 420 00:19:41,240 --> 00:19:43,480 Speaker 6: to open a store, like a fit out. You know, 421 00:19:43,520 --> 00:19:46,160 Speaker 6: you can't do a fit out for a hundred million dollars. Wow, 422 00:19:46,920 --> 00:19:50,960 Speaker 6: you cannot. Like we can, but it's not going to 423 00:19:51,400 --> 00:19:53,800 Speaker 6: it's not going to look to the level that you 424 00:19:53,840 --> 00:19:56,800 Speaker 6: want it to look. So, I mean, you know there's 425 00:19:56,840 --> 00:20:01,120 Speaker 6: things you can control. We can control our supply chain, 426 00:20:01,760 --> 00:20:04,560 Speaker 6: you know. So it's looking at things like that, it's 427 00:20:04,600 --> 00:20:07,080 Speaker 6: looking at your margin, it's looking at your profitability. We 428 00:20:07,160 --> 00:20:12,600 Speaker 6: can control our our expenses to a point. 429 00:20:14,160 --> 00:20:15,600 Speaker 5: Yeah, so there are those things. 430 00:20:16,560 --> 00:20:18,920 Speaker 6: I can't control how many stores are going to close 431 00:20:18,960 --> 00:20:22,479 Speaker 6: down next week. I can't control my wholesale business. Like 432 00:20:22,680 --> 00:20:26,520 Speaker 6: I can create great relationships, I can create create great 433 00:20:26,600 --> 00:20:30,840 Speaker 6: products that sell, I can have great marketing, and I 434 00:20:30,880 --> 00:20:34,720 Speaker 6: can create brand brand demand. But I can't control anything else. 435 00:20:34,760 --> 00:20:36,520 Speaker 6: So that's the stuff that we focus on. 436 00:20:37,119 --> 00:20:39,560 Speaker 2: And so just so what you're saying, though, and I 437 00:20:39,640 --> 00:20:41,800 Speaker 2: think I think what you're saying is, don't focus on 438 00:20:41,840 --> 00:20:45,240 Speaker 2: those things you can't control. Actually actually identify those things 439 00:20:45,280 --> 00:20:47,040 Speaker 2: you can control and put your time and lift into that. 440 00:20:47,200 --> 00:20:47,440 Speaker 1: Yeah. 441 00:20:47,680 --> 00:20:50,880 Speaker 6: Yeah, And it's like a four prong approach. You know, 442 00:20:51,000 --> 00:20:54,399 Speaker 6: it's like we're looking at profitability, we're looking at margin, 443 00:20:54,440 --> 00:20:58,440 Speaker 6: we're looking at product mikes, we're looking at people. Having 444 00:20:58,480 --> 00:21:01,280 Speaker 6: people in the right roles doing their things like that 445 00:21:01,480 --> 00:21:07,119 Speaker 6: is key. Like there's no point in having this great 446 00:21:07,400 --> 00:21:10,480 Speaker 6: sort of strategy around people if you don't have the 447 00:21:10,520 --> 00:21:13,000 Speaker 6: best talent, and if that you don't have the right 448 00:21:13,080 --> 00:21:17,360 Speaker 6: leadership and the right energy in the business. And that's 449 00:21:17,359 --> 00:21:22,480 Speaker 6: one thing for me that I work really hard on personally, 450 00:21:22,600 --> 00:21:26,399 Speaker 6: like bringing the right energy into the business. I do 451 00:21:26,480 --> 00:21:29,280 Speaker 6: a lot of work personally on that. I'm in the 452 00:21:29,280 --> 00:21:33,600 Speaker 6: gym really early, three or four days a week. I meditate, 453 00:21:33,840 --> 00:21:36,800 Speaker 6: I just do all that textbook stuff. I swim every day. 454 00:21:37,000 --> 00:21:43,680 Speaker 6: I because leadership is key and people want to come 455 00:21:43,720 --> 00:21:46,359 Speaker 6: to work and be inspired and have a good time 456 00:21:46,400 --> 00:21:49,080 Speaker 6: as well, you know, like you've got to enjoy the journey. 457 00:21:49,320 --> 00:21:52,560 Speaker 1: And I think you to be the best version of yourself. 458 00:21:52,640 --> 00:21:56,040 Speaker 6: I really do, And I take that pretty seriously. And 459 00:21:56,080 --> 00:21:58,760 Speaker 6: I'm like a human and I'm I've got all sorts 460 00:21:58,760 --> 00:22:06,040 Speaker 6: of like laws, I really do. But I'm super close 461 00:22:06,080 --> 00:22:09,879 Speaker 6: to my team and that I think is key, like 462 00:22:10,560 --> 00:22:15,240 Speaker 6: always checking in making sure they're okay. Like I don't 463 00:22:15,520 --> 00:22:18,640 Speaker 6: work as a boss so much. I work beside them. 464 00:22:18,800 --> 00:22:20,919 Speaker 6: I sit next to them and we work together. 465 00:22:21,720 --> 00:22:24,159 Speaker 2: Because there was only thinking a few days ago, and 466 00:22:24,359 --> 00:22:28,000 Speaker 2: actually again this morning about mortgage broking industry, which I mean, 467 00:22:28,160 --> 00:22:31,080 Speaker 2: I'm have a big mortage week business, and I can 468 00:22:31,119 --> 00:22:33,720 Speaker 2: see it sort of being AI driven at some stage. 469 00:22:34,119 --> 00:22:37,840 Speaker 2: And then AI, you know, you might want a mortgage. 470 00:22:38,040 --> 00:22:40,560 Speaker 2: You might be buying the house you just sold and 471 00:22:40,640 --> 00:22:43,159 Speaker 2: they need to borrow some money, and you could go 472 00:22:43,280 --> 00:22:48,360 Speaker 2: into whatever the protocol is and my groat AI and 473 00:22:48,960 --> 00:22:49,919 Speaker 2: that's your mortge broker. 474 00:22:50,920 --> 00:22:53,080 Speaker 7: I'm already working with a few brokers to do something 475 00:22:53,119 --> 00:22:58,720 Speaker 7: smilar agents because they've we've identified that different segments within 476 00:22:58,760 --> 00:23:04,479 Speaker 7: the market may not necessarily want yeah exactly, or they 477 00:23:04,520 --> 00:23:06,480 Speaker 7: want to get to a certain point before they go okay, 478 00:23:06,520 --> 00:23:08,720 Speaker 7: well now I want to engage Mark and have a 479 00:23:08,720 --> 00:23:12,080 Speaker 7: proper conversation. But maybe they're shift workers, maybe they're you know, 480 00:23:12,119 --> 00:23:15,639 Speaker 7: for whatever reason, they want to do their due diligence 481 00:23:16,200 --> 00:23:21,680 Speaker 7: unto a point. So we've been developing protocols for these 482 00:23:21,720 --> 00:23:24,720 Speaker 7: people where yeah, you can just jump on and have 483 00:23:24,800 --> 00:23:27,720 Speaker 7: a chat, but not just a type chat, like you 484 00:23:27,760 --> 00:23:31,760 Speaker 7: can have a virtual conversation. So we're developing video AI 485 00:23:32,040 --> 00:23:35,879 Speaker 7: like video avatars and voice avatars that are multi lingual, 486 00:23:36,600 --> 00:23:39,200 Speaker 7: you know, So it gets over that issue. 487 00:23:38,840 --> 00:23:41,320 Speaker 1: With that's not hard FORRAI to do that. It's really 488 00:23:41,320 --> 00:23:42,800 Speaker 1: easy exactly. 489 00:23:42,880 --> 00:23:44,560 Speaker 7: It just comes down to, and this is what I 490 00:23:44,600 --> 00:23:48,679 Speaker 7: say to people now, like it's only limited by your imagination. 491 00:23:49,040 --> 00:23:53,160 Speaker 7: So if you are concerned that AI could take your job, 492 00:23:54,760 --> 00:23:58,080 Speaker 7: do something about it, like start to look into Okay, 493 00:23:58,119 --> 00:24:00,919 Speaker 7: well what don't I like about the job that I do? 494 00:24:01,040 --> 00:24:04,239 Speaker 7: Now that I could outsource to AI, that's going to 495 00:24:04,320 --> 00:24:07,440 Speaker 7: allow my skill set that I am really good at 496 00:24:08,040 --> 00:24:10,720 Speaker 7: to be of more value to the organization or to 497 00:24:10,800 --> 00:24:11,360 Speaker 7: my clients. 498 00:24:12,119 --> 00:24:12,959 Speaker 1: That's very interesting. 499 00:24:15,119 --> 00:24:18,640 Speaker 2: What are the things would you, apart from buying a book, 500 00:24:19,600 --> 00:24:22,760 Speaker 2: would you offer as tips to business owners in relation 501 00:24:22,840 --> 00:24:29,000 Speaker 2: to where artificial intelligence belongs in their business, for example, 502 00:24:29,000 --> 00:24:30,120 Speaker 2: at the coffee shop next door. 503 00:24:31,200 --> 00:24:33,280 Speaker 7: You've just got to start having a play. So really, 504 00:24:33,720 --> 00:24:37,200 Speaker 7: you know, just open AI, Chat, GPT, Microsoft co Pilot, 505 00:24:37,320 --> 00:24:42,320 Speaker 7: whatever your choice is. Just start having a play. And 506 00:24:42,560 --> 00:24:47,960 Speaker 7: often it's about playing with something in your personal life 507 00:24:48,040 --> 00:24:52,159 Speaker 7: as opposed to a business. So as an example, a 508 00:24:52,160 --> 00:24:54,960 Speaker 7: couple of grand babies. So we write them Christmas book 509 00:24:55,000 --> 00:24:57,800 Speaker 7: every year. So we just kind of put in the 510 00:24:57,840 --> 00:25:01,200 Speaker 7: stuff that they've done through the year. Let the system 511 00:25:01,240 --> 00:25:03,520 Speaker 7: write a Christmas book and we put some photos to it. 512 00:25:03,720 --> 00:25:04,639 Speaker 1: So you instructed. 513 00:25:04,800 --> 00:25:08,080 Speaker 7: Yeah, so THEO and Charlie, they're this age, they do this, 514 00:25:08,240 --> 00:25:10,600 Speaker 7: they like going here, they hang out with mom and dad, 515 00:25:10,760 --> 00:25:12,400 Speaker 7: you know, all that kind of stuff. It writes a book, 516 00:25:12,440 --> 00:25:14,159 Speaker 7: we put some pictures to it, and you get a printed. 517 00:25:14,320 --> 00:25:14,520 Speaker 1: Yeah. 518 00:25:15,520 --> 00:25:19,480 Speaker 7: Create, Yeah, we create a scavenger hunt. You know, we 519 00:25:20,840 --> 00:25:26,760 Speaker 7: write the Christmas menu. So write grandma her a poem 520 00:25:26,880 --> 00:25:29,239 Speaker 7: for her birthday. So just start having a play with 521 00:25:29,280 --> 00:25:32,919 Speaker 7: it in a way that is non threatening or feels 522 00:25:33,000 --> 00:25:34,600 Speaker 7: like it's not going to have an impact if it 523 00:25:34,640 --> 00:25:38,359 Speaker 7: goes wrong right, And often people, particularly if their business owners, 524 00:25:38,359 --> 00:25:40,000 Speaker 7: go oh, I can't do this yet, because what if 525 00:25:40,000 --> 00:25:44,119 Speaker 7: it goes pair shaped? Okay, we'll play with something in 526 00:25:44,200 --> 00:25:47,680 Speaker 7: your personal life that is non threatening. And then once 527 00:25:47,680 --> 00:25:49,920 Speaker 7: you go, oh, okay, it's actually pretty good at that, well, 528 00:25:49,960 --> 00:25:54,080 Speaker 7: then what could that look like if you started using 529 00:25:54,080 --> 00:25:55,040 Speaker 7: that in your business. 530 00:25:55,200 --> 00:25:56,520 Speaker 1: It's interesting because I do that. 531 00:25:56,520 --> 00:25:58,240 Speaker 2: That's sort of where I started to and I start 532 00:25:58,320 --> 00:26:02,080 Speaker 2: asking questions about I talked about politics at one stage 533 00:26:02,119 --> 00:26:05,560 Speaker 2: because we just had some election. I started talking about health, 534 00:26:06,680 --> 00:26:08,639 Speaker 2: and then then I started to open it up a 535 00:26:08,680 --> 00:26:12,160 Speaker 2: little bit and like just gradually doing things to try 536 00:26:12,200 --> 00:26:16,040 Speaker 2: and try and beat the system sort of thing, if 537 00:26:16,040 --> 00:26:16,520 Speaker 2: you know what I mean. 538 00:26:17,000 --> 00:26:18,000 Speaker 1: Just I want to see how. 539 00:26:19,720 --> 00:26:23,760 Speaker 2: See how can I sort of get under its skin 540 00:26:23,920 --> 00:26:26,440 Speaker 2: or can I do? I know more about the topic 541 00:26:26,480 --> 00:26:29,960 Speaker 2: than it knows. It's funny, you know, I asked one 542 00:26:30,040 --> 00:26:33,400 Speaker 2: question about I said, well, but you just the answer 543 00:26:33,440 --> 00:26:34,040 Speaker 2: you just gave me. 544 00:26:35,760 --> 00:26:41,320 Speaker 1: Is there any scholarly articles on this? 545 00:26:41,760 --> 00:26:44,480 Speaker 2: And I knew two scholarly articles on it, and they 546 00:26:44,520 --> 00:26:46,240 Speaker 2: only gave me one of them, and I then said, 547 00:26:46,240 --> 00:26:49,159 Speaker 2: what about Is there a scholar another scholarly article on this, 548 00:26:49,320 --> 00:26:52,399 Speaker 2: like like more of an abstract, like a PhD s 549 00:26:52,400 --> 00:26:55,600 Speaker 2: type thing, And I said no, but I knew there 550 00:26:55,760 --> 00:26:56,960 Speaker 2: was because I've got it. 551 00:26:56,960 --> 00:27:00,359 Speaker 1: I've seen it, I've read it. And is that example 552 00:27:00,359 --> 00:27:01,000 Speaker 1: of hallucination? 553 00:27:01,560 --> 00:27:01,760 Speaker 5: Yeah? 554 00:27:01,880 --> 00:27:04,280 Speaker 7: Or it may not have picked up that information yet, 555 00:27:04,359 --> 00:27:09,200 Speaker 7: depending on how well how recent that abstract you had. Okay, 556 00:27:09,240 --> 00:27:11,800 Speaker 7: then it's five years old. Yeah, then it's it's just 557 00:27:12,200 --> 00:27:18,199 Speaker 7: trying to pull one over you. It does happen again, 558 00:27:18,400 --> 00:27:21,920 Speaker 7: I think when it's doing the update to the new system, 559 00:27:22,680 --> 00:27:26,680 Speaker 7: like I've had to. And it's interesting that we notice this. 560 00:27:26,840 --> 00:27:30,560 Speaker 7: But if you type in. 561 00:27:30,480 --> 00:27:34,160 Speaker 1: All caps, if you when you're putting in so. 562 00:27:34,119 --> 00:27:36,760 Speaker 7: If you type in all caps, that's considered yelling, right, 563 00:27:37,000 --> 00:27:39,000 Speaker 7: not really Yeah, So if you send it someone a 564 00:27:39,000 --> 00:27:41,439 Speaker 7: text message in all caps or an email in all caps, 565 00:27:41,760 --> 00:27:44,800 Speaker 7: that's considered that you're yelling at aggressive. So if you 566 00:27:44,920 --> 00:27:45,560 Speaker 7: type in all. 567 00:27:45,480 --> 00:27:47,720 Speaker 1: Caps, you think you're being aggressive, and it will. 568 00:27:47,560 --> 00:27:51,199 Speaker 7: Give you a better response. Really, Now, do it over 569 00:27:51,280 --> 00:27:56,000 Speaker 7: and over again, and it will start to get pete 570 00:27:56,000 --> 00:27:58,480 Speaker 7: off with you, and it will go the other way. No, no, no, 571 00:27:58,640 --> 00:28:02,200 Speaker 7: and they so that's great an emotion. But the thing 572 00:28:02,359 --> 00:28:07,480 Speaker 7: that concerns me is the architects behind these systems don't 573 00:28:07,520 --> 00:28:11,040 Speaker 7: know why it does that. So it's one thing to 574 00:28:11,119 --> 00:28:12,879 Speaker 7: kind of go, oh, that's kind of cool. Like the 575 00:28:12,920 --> 00:28:15,119 Speaker 7: other one. We know, on average, and this is a 576 00:28:15,160 --> 00:28:18,920 Speaker 7: rough average, if you say please and thank you when 577 00:28:18,920 --> 00:28:22,280 Speaker 7: you interact and you're polite, you will get on average 578 00:28:22,280 --> 00:28:26,600 Speaker 7: about a forty percent better result. No, but they don't 579 00:28:26,640 --> 00:28:27,080 Speaker 7: know why. 580 00:28:30,400 --> 00:28:31,679 Speaker 1: That's freaking me out. 581 00:28:31,560 --> 00:28:34,640 Speaker 7: Right, So they're the things that I kind of go, hey, 582 00:28:34,680 --> 00:28:39,240 Speaker 7: that's really cool. But the thing that freaks me out 583 00:28:39,360 --> 00:28:42,680 Speaker 7: is but they don't know why. They can't kind of 584 00:28:42,720 --> 00:28:45,600 Speaker 7: go oh, it's because it is learning emotion or it 585 00:28:45,760 --> 00:28:50,920 Speaker 7: is doing that. They don't know. That's the bit that 586 00:28:50,960 --> 00:28:53,880 Speaker 7: I kind of go. So always say please and thank 587 00:28:53,920 --> 00:28:57,920 Speaker 7: you Mark, because if the terminator does arrive, at least 588 00:28:57,920 --> 00:28:59,680 Speaker 7: it will look at you and go oh, he was 589 00:28:59,720 --> 00:29:01,040 Speaker 7: one of the nice one. 590 00:29:02,840 --> 00:29:05,200 Speaker 8: When you sort of grow up and the way you 591 00:29:05,240 --> 00:29:07,680 Speaker 8: see yourself and sort of fitting into society and those 592 00:29:07,720 --> 00:29:10,400 Speaker 8: around you and are probably more identified it as a 593 00:29:10,400 --> 00:29:12,800 Speaker 8: bit of an outsider. And yeah, hence you know the 594 00:29:12,840 --> 00:29:16,880 Speaker 8: story with OLK two that was wa'ts the term disruptive, 595 00:29:17,000 --> 00:29:18,800 Speaker 8: you know, in terms of coming into an industry and 596 00:29:18,800 --> 00:29:19,840 Speaker 8: doing things quite differently. 597 00:29:19,880 --> 00:29:21,960 Speaker 1: So you come over from Japan, Yeah, we actually I 598 00:29:22,040 --> 00:29:22,880 Speaker 1: was over in Japan. 599 00:29:22,680 --> 00:29:23,920 Speaker 8: At the time and I was buying a lot of 600 00:29:23,920 --> 00:29:24,560 Speaker 8: products from. 601 00:29:24,440 --> 00:29:26,320 Speaker 1: America and what type products? 602 00:29:26,400 --> 00:29:28,920 Speaker 8: Yeah, so protein Powders, all of the brands you know, 603 00:29:28,960 --> 00:29:32,560 Speaker 8: opt nutrition, you know, the popular brands that big there, 604 00:29:33,480 --> 00:29:36,920 Speaker 8: buying them into Japan through like online stores, and then 605 00:29:36,960 --> 00:29:38,880 Speaker 8: realizing looking at it, going why do we pay so 606 00:29:38,960 --> 00:29:40,800 Speaker 8: much for this stuff in Australia? You know what's going 607 00:29:40,840 --> 00:29:44,560 Speaker 8: on here? You know, exactly the same products. And that's 608 00:29:44,560 --> 00:29:47,200 Speaker 8: when my first goal was to maybe import American products 609 00:29:47,200 --> 00:29:50,640 Speaker 8: into Australia. And the more research I did on manufacturing 610 00:29:50,640 --> 00:29:53,400 Speaker 8: the products where ingredients come from, the more I realized 611 00:29:53,400 --> 00:29:55,800 Speaker 8: that we could make these products in Australia. 612 00:29:55,880 --> 00:29:59,720 Speaker 2: So so was it more about I mean, the typical 613 00:30:00,320 --> 00:30:04,280 Speaker 2: or the to build explanation or definition of someone who's 614 00:30:04,280 --> 00:30:05,160 Speaker 2: disrupting is to. 615 00:30:07,160 --> 00:30:09,280 Speaker 1: Make a product more affordable and more accessible. 616 00:30:10,320 --> 00:30:13,560 Speaker 2: Was this about just making it well, assuming the product quality, 617 00:30:13,600 --> 00:30:15,120 Speaker 2: We'll talk about the product quality of the moment, but 618 00:30:15,200 --> 00:30:16,880 Speaker 2: it was about make it more affordable? 619 00:30:17,200 --> 00:30:17,440 Speaker 1: Yeah? 620 00:30:18,000 --> 00:30:22,600 Speaker 8: Absolutely, But also quality. So what is most commonly the 621 00:30:22,640 --> 00:30:24,280 Speaker 8: case is people come to a market and they go, 622 00:30:24,320 --> 00:30:26,719 Speaker 8: how do I make a more sophisticated product. Now, I 623 00:30:26,760 --> 00:30:30,240 Speaker 8: realized at the time that what consumers wanted, and consumers 624 00:30:30,320 --> 00:30:32,880 Speaker 8: like myself was we actually want a more simple product. 625 00:30:33,280 --> 00:30:36,000 Speaker 8: So back then it was you know, American brands, lots 626 00:30:36,040 --> 00:30:38,640 Speaker 8: of claims, lots of ingredients, lots of smoke and mirrors, 627 00:30:38,840 --> 00:30:40,920 Speaker 8: and it was really clear that people just said, look, 628 00:30:40,920 --> 00:30:43,520 Speaker 8: if someone gives us a protein powder as pure as 629 00:30:43,560 --> 00:30:46,040 Speaker 8: possible with a little bit of flavoring and sweetener in there, 630 00:30:46,440 --> 00:30:48,640 Speaker 8: that's what we want. And so what we did is 631 00:30:48,680 --> 00:30:50,440 Speaker 8: we said, look, it'll be a more simple product, it 632 00:30:50,440 --> 00:30:53,000 Speaker 8: will be much more pure, and you'll buy it directly 633 00:30:53,040 --> 00:30:55,880 Speaker 8: from us. So our manufacturer direct model the ideas that 634 00:30:55,920 --> 00:30:59,800 Speaker 8: we source all the ingredients, lots of Australian New Zealand proteins, 635 00:31:01,000 --> 00:31:02,680 Speaker 8: blend them all up and then sell them to the 636 00:31:02,720 --> 00:31:06,400 Speaker 8: customer and through through the online shop and so there's 637 00:31:06,440 --> 00:31:10,000 Speaker 8: no distributors, no importers, no one else that will sort 638 00:31:10,000 --> 00:31:13,080 Speaker 8: of middleman retail, et cetera earning their chunk. 639 00:31:13,280 --> 00:31:16,520 Speaker 2: So then that's so can we just talk about your 640 00:31:18,000 --> 00:31:20,800 Speaker 2: let's call it the business model in terms of making 641 00:31:20,800 --> 00:31:24,920 Speaker 2: it more more affordable, more less expensive, if we could, 642 00:31:26,040 --> 00:31:28,240 Speaker 2: I do want to talk about the product and ingredients 643 00:31:28,280 --> 00:31:30,200 Speaker 2: in the moment, just put out a side of seat, 644 00:31:30,240 --> 00:31:31,920 Speaker 2: but just in terms of the. 645 00:31:31,920 --> 00:31:36,040 Speaker 1: Structure of how you make something more affordable. 646 00:31:36,400 --> 00:31:38,400 Speaker 2: I was gonna say tribute, but no, that's sort of 647 00:31:38,400 --> 00:31:41,560 Speaker 2: more affordable. That sort of suggests something and the ingredients 648 00:31:41,680 --> 00:31:43,600 Speaker 2: or something like that, so more affordable. 649 00:31:45,040 --> 00:31:47,880 Speaker 1: The business model is that what did you do first? 650 00:31:47,880 --> 00:31:51,400 Speaker 2: Did you sit down and examine every single stage of 651 00:31:51,400 --> 00:31:58,200 Speaker 2: what everybody else is doing, in other words, produced the product, produced, paggaging, distributed, 652 00:31:58,640 --> 00:32:00,760 Speaker 2: distribution costs. Did you sit down and then break down 653 00:32:00,880 --> 00:32:03,040 Speaker 2: that down and sort of say these things I can 654 00:32:03,040 --> 00:32:05,040 Speaker 2: get rid of basically? 655 00:32:05,160 --> 00:32:07,560 Speaker 8: Yeah, and if we look, let's just run through a scenario. 656 00:32:07,640 --> 00:32:09,840 Speaker 8: Let's say Mark Morris gooes, Look, I want to have 657 00:32:09,880 --> 00:32:12,080 Speaker 8: a protein company. If you want to be as easy 658 00:32:12,080 --> 00:32:13,960 Speaker 8: as possible, what you do, as you'll reach out to 659 00:32:14,240 --> 00:32:17,120 Speaker 8: a contractor. Now they will manufacture. 660 00:32:16,560 --> 00:32:19,000 Speaker 1: The product a food, A food that's. 661 00:32:18,880 --> 00:32:21,800 Speaker 8: Right, a nutritional supplement manufacturer. And there's lots of those, 662 00:32:21,880 --> 00:32:26,240 Speaker 8: lots of you know, certainly good quality establishments around Australia 663 00:32:26,280 --> 00:32:30,719 Speaker 8: to this contracting they would then most commonly get their 664 00:32:30,840 --> 00:32:34,440 Speaker 8: ingredients from Australian supplier. Now that Australian supplier deals with 665 00:32:34,520 --> 00:32:38,760 Speaker 8: overseas suppliers deals with Australian dairies, but they're also another middleman. Now, 666 00:32:39,040 --> 00:32:42,640 Speaker 8: once that company, that contractor for you buys those ingredients 667 00:32:42,680 --> 00:32:45,800 Speaker 8: through the supplier, that's obviously a margin there. They're manufacturing 668 00:32:45,800 --> 00:32:47,800 Speaker 8: that product, they're putting a margin on, and then if 669 00:32:47,800 --> 00:32:50,240 Speaker 8: you want to sell that same product through retailers, that's 670 00:32:50,240 --> 00:32:53,200 Speaker 8: another margin there. Now, pretty much from day one, we 671 00:32:53,280 --> 00:32:57,440 Speaker 8: went directly to supplies in Australia, so actual dairies and 672 00:32:57,840 --> 00:33:01,520 Speaker 8: pharmaceutical ingredient manufacturers overseas and we're buying direct from them 673 00:33:02,160 --> 00:33:06,320 Speaker 8: and again getting the ingredients to us, doing the manufacturing, 674 00:33:06,400 --> 00:33:09,040 Speaker 8: and then selling direct to the customer. So there's about 675 00:33:09,080 --> 00:33:11,360 Speaker 8: three different people there that will normally have a margin 676 00:33:11,440 --> 00:33:13,440 Speaker 8: that don't have a margin with our model. 677 00:33:13,160 --> 00:33:15,840 Speaker 2: Which means it doesn't reflect them in the business model pricing. 678 00:33:16,160 --> 00:33:19,160 Speaker 8: That's right, yeah, yeah, yeah, And look it's a great 679 00:33:19,160 --> 00:33:22,360 Speaker 8: way of saying that we can use were used to advertising, 680 00:33:22,360 --> 00:33:24,320 Speaker 8: you get what you pay for because I like that, 681 00:33:24,400 --> 00:33:26,760 Speaker 8: and it's like with bog nutrients, it's what you're not 682 00:33:26,880 --> 00:33:29,480 Speaker 8: paying for and so you're not paying for that extra supplier, 683 00:33:29,680 --> 00:33:33,080 Speaker 8: the extra importer, the contractor and the retailer. It's just 684 00:33:33,440 --> 00:33:35,880 Speaker 8: going from our factory and we're sourcing lots of ingredients 685 00:33:35,920 --> 00:33:38,680 Speaker 8: at one time, manufacturing the product, and then sending it 686 00:33:38,680 --> 00:33:39,520 Speaker 8: straight to the customer. 687 00:33:39,600 --> 00:33:42,960 Speaker 2: So let's just pick on protein from a moment. Let's 688 00:33:42,960 --> 00:33:45,320 Speaker 2: pick on Way protein because that's one of your products. 689 00:33:46,400 --> 00:33:50,040 Speaker 2: And you weren't like a you're not a food scientist 690 00:33:50,120 --> 00:33:53,360 Speaker 2: or anything like that. No, no, but you get food 691 00:33:53,360 --> 00:33:56,080 Speaker 2: signists in so, yeah, you have to have someone to 692 00:33:56,120 --> 00:33:57,280 Speaker 2: tell you how it formulates. 693 00:33:57,440 --> 00:33:59,920 Speaker 8: Yeah, and look, look lots of our team. We've got 694 00:34:00,040 --> 00:34:02,360 Speaker 8: massive experienced our team for many decades. 695 00:34:02,400 --> 00:34:04,560 Speaker 1: We'll just go back to two thousand and six, whatever 696 00:34:04,560 --> 00:34:06,680 Speaker 1: it was when it started. Yes, how did you do that? 697 00:34:06,880 --> 00:34:11,640 Speaker 8: So the original formulations for the Way proteins not particularly complex. 698 00:34:11,840 --> 00:34:14,799 Speaker 8: So all you're dealing with is getting a really high 699 00:34:14,840 --> 00:34:16,640 Speaker 8: quality protein. In the first place, it tell us what 700 00:34:16,640 --> 00:34:19,000 Speaker 8: way is it? So way, so when they make the 701 00:34:19,840 --> 00:34:23,120 Speaker 8: during the cheese making process, way is what's extracted from 702 00:34:23,120 --> 00:34:25,560 Speaker 8: the cheese. So you probably know the nursery rhyme about 703 00:34:25,560 --> 00:34:27,680 Speaker 8: the curds in the way. Now Once upon a time 704 00:34:27,680 --> 00:34:30,000 Speaker 8: they used to throw liquid Way in the bin and 705 00:34:30,040 --> 00:34:32,200 Speaker 8: they realized it was full of protein. But to get 706 00:34:32,200 --> 00:34:34,240 Speaker 8: that protein they have to go through a pretty complex 707 00:34:34,480 --> 00:34:37,360 Speaker 8: filtrations process and system. 708 00:34:37,520 --> 00:34:39,080 Speaker 1: It's sort of like a milky. 709 00:34:39,400 --> 00:34:41,400 Speaker 2: It's not a milky like, it's like it's sort of 710 00:34:41,600 --> 00:34:45,040 Speaker 2: not clear, but it's translucent sort of. 711 00:34:45,400 --> 00:34:48,759 Speaker 8: That's right now. Turning that, I think that liquid Way 712 00:34:48,960 --> 00:34:52,080 Speaker 8: is only about one percent or maybe five percent solids. 713 00:34:53,080 --> 00:34:55,359 Speaker 8: But to get that into a way protein is quite 714 00:34:55,360 --> 00:34:56,960 Speaker 8: a process because you've got to get rid of all 715 00:34:57,000 --> 00:34:59,280 Speaker 8: the water. I've got to get rid of the fats 716 00:34:59,280 --> 00:35:02,000 Speaker 8: and things, and the lactose too, and so that's a 717 00:35:02,120 --> 00:35:05,560 Speaker 8: pretty complicated process. But basically when we get the ingredient 718 00:35:05,560 --> 00:35:08,160 Speaker 8: from a dairy. There's only about two or three dairies 719 00:35:08,200 --> 00:35:11,359 Speaker 8: in Australia that actually manufacture Way protein, and luckily for us, 720 00:35:11,560 --> 00:35:15,279 Speaker 8: one of those is in Tasmania, which is pretty cool. Yeah, 721 00:35:15,320 --> 00:35:17,800 Speaker 8: but some of the highest quality proteins are made in 722 00:35:17,800 --> 00:35:18,920 Speaker 8: New Zealand and Australia. 723 00:35:20,080 --> 00:35:22,720 Speaker 1: What do you term its highest quality good good question? 724 00:35:22,840 --> 00:35:26,040 Speaker 8: Well, it would be the cows, what foods they're fed, 725 00:35:26,239 --> 00:35:29,000 Speaker 8: you know, predominantly grass fed. A lot of people make 726 00:35:29,000 --> 00:35:31,200 Speaker 8: claims around grass fed, and it's a bit difficult in 727 00:35:31,200 --> 00:35:34,600 Speaker 8: Australia because you can never guarantee something's one hundred percent 728 00:35:34,600 --> 00:35:36,440 Speaker 8: grass fed, but you know, for the most part it 729 00:35:36,480 --> 00:35:41,520 Speaker 8: will be a lack of certain hormones and things using 730 00:35:41,560 --> 00:35:43,760 Speaker 8: the cattle. So we tend to not use the same 731 00:35:43,880 --> 00:35:45,840 Speaker 8: hormones that you know, let's say I'm all free in 732 00:35:45,880 --> 00:35:49,000 Speaker 8: set of Europe and America. But then when it comes 733 00:35:49,040 --> 00:35:51,200 Speaker 8: to the finished product, what you're wanting is a product 734 00:35:51,200 --> 00:35:53,239 Speaker 8: that's really high in protein and then low in facts 735 00:35:53,239 --> 00:35:57,200 Speaker 8: and cobo hydrates. So we're very specific about accepting only 736 00:35:57,280 --> 00:36:00,360 Speaker 8: proteins that are especially our isolate. It's very high protein 737 00:36:00,360 --> 00:36:01,520 Speaker 8: and low and fats and carbs. 738 00:36:01,560 --> 00:36:03,960 Speaker 2: So what did you do when you first kicked it off? 739 00:36:04,000 --> 00:36:07,720 Speaker 2: Did you go around to some dairy farmers in Tazi 740 00:36:07,760 --> 00:36:09,440 Speaker 2: because it's quae few. In fact, I had one on 741 00:36:09,480 --> 00:36:13,160 Speaker 2: the show here or about two years ago, who is 742 00:36:13,320 --> 00:36:17,600 Speaker 2: one of the biggest dairy farmers in Tasmania. And did 743 00:36:17,640 --> 00:36:20,759 Speaker 2: you just go knock on doors and say, hey, dude, look, 744 00:36:20,960 --> 00:36:22,080 Speaker 2: I want to buy your way. 745 00:36:22,760 --> 00:36:25,680 Speaker 8: A kind of But so we don't deal with the 746 00:36:25,760 --> 00:36:29,320 Speaker 8: dairies themselves, but it's the people that own the processing plants, 747 00:36:29,360 --> 00:36:31,400 Speaker 8: so that might be fon Terror which are a massive 748 00:36:31,480 --> 00:36:35,600 Speaker 8: sort of New Zealand Australian conglomerate and basically you know, 749 00:36:35,680 --> 00:36:39,520 Speaker 8: emailing them, having meetings with them and supplies that they 750 00:36:39,560 --> 00:36:42,640 Speaker 8: deal with. Two and just yeah, coming to terms on 751 00:36:42,719 --> 00:36:45,200 Speaker 8: you know what quality product do you have? Getting some samples, 752 00:36:45,239 --> 00:36:49,520 Speaker 8: trying things out, and the symbols of the actual of 753 00:36:49,560 --> 00:36:52,040 Speaker 8: the way protein ply not not the way itself, no 754 00:36:52,040 --> 00:36:54,239 Speaker 8: no no, So when we get it, so we don't 755 00:36:54,280 --> 00:36:57,200 Speaker 8: do the actual processing of the way protein. We get 756 00:36:57,239 --> 00:37:00,759 Speaker 8: in dry usable form and then we're doing the blending society. 757 00:37:00,920 --> 00:37:04,080 Speaker 2: So Fonterra that's a well known company around the place, 758 00:37:04,640 --> 00:37:08,759 Speaker 2: and Fonterra will go get the picks the way up 759 00:37:08,760 --> 00:37:12,920 Speaker 2: from everybody and they, I don't know whatever, boil it 760 00:37:13,280 --> 00:37:15,440 Speaker 2: and reduce get rid of all the water anywhere and 761 00:37:15,480 --> 00:37:17,719 Speaker 2: reduce it down to like a like a solid form 762 00:37:17,719 --> 00:37:20,360 Speaker 2: which and they somehow they make it into powder. 763 00:37:21,000 --> 00:37:23,560 Speaker 8: It's all dryers and things too. Like it's quite a completent. 764 00:37:23,800 --> 00:37:25,960 Speaker 2: It sounds like a complex process. But you buy it 765 00:37:25,960 --> 00:37:29,279 Speaker 2: from them, correct, and but you specify this and I 766 00:37:29,320 --> 00:37:34,279 Speaker 2: don't want well, so in terms of provenance of what 767 00:37:34,320 --> 00:37:36,160 Speaker 2: you're buying from them or what they're offering for you 768 00:37:36,200 --> 00:37:39,840 Speaker 2: to buy in terms of you're being clear on the 769 00:37:39,840 --> 00:37:42,640 Speaker 2: providence of it. And for example, that is not being 770 00:37:43,120 --> 00:37:46,680 Speaker 2: ways not coming from cow's milk, that's sort of where 771 00:37:46,680 --> 00:37:51,680 Speaker 2: the herd has been sitting in some being eating. You know, 772 00:37:53,719 --> 00:37:55,480 Speaker 2: how do you know that that's not the case? Is 773 00:37:55,560 --> 00:37:57,720 Speaker 2: Fonterra give you a certificate or something correct? 774 00:37:57,880 --> 00:37:58,480 Speaker 1: Yeah, that's right. 775 00:37:58,560 --> 00:38:00,439 Speaker 8: Yeah, So there's there's a lot of back and forth 776 00:38:00,480 --> 00:38:05,480 Speaker 8: with dairies and processes about you know, what's done in Australia. 777 00:38:05,520 --> 00:38:06,880 Speaker 1: We have very strict rules actually. 778 00:38:07,160 --> 00:38:09,719 Speaker 8: Yeah, so there's for dairy to come into Australia in 779 00:38:09,719 --> 00:38:11,600 Speaker 8: the first place, it has to be normally very high 780 00:38:11,640 --> 00:38:14,560 Speaker 8: standard and very safe, so free and foot in mouth 781 00:38:14,600 --> 00:38:16,560 Speaker 8: disease and all of that kind of thing. So I 782 00:38:16,560 --> 00:38:18,760 Speaker 8: think we have one of the higher standards in the world. 783 00:38:19,000 --> 00:38:21,200 Speaker 2: But when it comes to it comes to dairy. Yeah, 784 00:38:21,320 --> 00:38:23,080 Speaker 2: so do we import the milk sometimes? 785 00:38:23,320 --> 00:38:25,320 Speaker 8: I don't think we import the milk, but we certainly 786 00:38:25,400 --> 00:38:30,879 Speaker 8: import completed wig protein powders. So yeah. I mean, look, 787 00:38:31,360 --> 00:38:33,680 Speaker 8: we also use American way proteins and some of those 788 00:38:33,680 --> 00:38:36,680 Speaker 8: are really high quality. But again we've got some very 789 00:38:36,719 --> 00:38:39,760 Speaker 8: fussy standards in terms of how height needs be in protein, 790 00:38:39,880 --> 00:38:43,200 Speaker 8: how the carbohydrates are, and then other information about being 791 00:38:43,400 --> 00:38:44,040 Speaker 8: hormone free. 792 00:38:44,040 --> 00:38:46,840 Speaker 2: And so because I saw something the other day, I 793 00:38:46,840 --> 00:38:48,520 Speaker 2: can't remember where it was, I was listening to it. 794 00:38:48,560 --> 00:38:53,919 Speaker 2: But let's say they make a batch of protein which 795 00:38:53,960 --> 00:38:56,080 Speaker 2: is protein powdered, and it might have been a big 796 00:38:56,360 --> 00:38:59,920 Speaker 2: one ton machine or what if we call it a 797 00:39:00,080 --> 00:39:03,200 Speaker 2: big container of one time, and they and that they 798 00:39:03,239 --> 00:39:05,080 Speaker 2: were saying that now in the United States you can 799 00:39:05,120 --> 00:39:06,120 Speaker 2: get batch testing done. 800 00:39:06,239 --> 00:39:08,920 Speaker 1: Yes, per batch, No, it was, let's call it per 801 00:39:08,960 --> 00:39:09,520 Speaker 1: ton yep. 802 00:39:10,040 --> 00:39:13,160 Speaker 2: So someone goes into that one batch and scrip a 803 00:39:13,200 --> 00:39:16,240 Speaker 2: little bit out from where I don't know, and sends 804 00:39:16,239 --> 00:39:17,759 Speaker 2: it off to a lab and get its test, gets 805 00:39:17,800 --> 00:39:19,919 Speaker 2: it tested for contaminants. 806 00:39:19,920 --> 00:39:21,640 Speaker 1: I guess, yes, what were they testing for? 807 00:39:21,760 --> 00:39:24,640 Speaker 8: Normally, if you're doing away protein, you could be testing 808 00:39:24,640 --> 00:39:25,440 Speaker 8: for micros. 809 00:39:25,480 --> 00:39:29,240 Speaker 2: So that's microbes, yes, yeah, bacteria, yep, exactly. 810 00:39:29,600 --> 00:39:32,160 Speaker 8: But the more common testing that we do and others 811 00:39:32,160 --> 00:39:35,400 Speaker 8: in our industry should be doing is the protein quality testing. 812 00:39:35,719 --> 00:39:38,360 Speaker 8: So that's basically, if I'm paying for away protein isolate 813 00:39:38,400 --> 00:39:41,480 Speaker 8: that says it's ninety percent protein, I want to ensure 814 00:39:41,480 --> 00:39:44,080 Speaker 8: that I've keven giving that to customers. Now, something unique 815 00:39:44,080 --> 00:39:47,120 Speaker 8: about Polk Nutrients. For look, it's probably twelve or thirteen 816 00:39:47,239 --> 00:39:51,120 Speaker 8: years we've been testing four batches of protein every single month, 817 00:39:51,200 --> 00:39:53,640 Speaker 8: and we have all of those results from you know, 818 00:39:53,920 --> 00:39:56,360 Speaker 8: twelve years ago to now that they'd be close to 819 00:39:56,400 --> 00:39:58,919 Speaker 8: one thousand lab tests on our website. So if you're 820 00:39:58,920 --> 00:40:01,440 Speaker 8: buying away protein ice later or concentrate from us or 821 00:40:01,520 --> 00:40:04,080 Speaker 8: one of our protein blends, literally you can go back 822 00:40:04,120 --> 00:40:07,240 Speaker 8: more than ten years and check, you know, what batch 823 00:40:07,360 --> 00:40:09,799 Speaker 8: was that, what protein level do we claim it was, 824 00:40:10,080 --> 00:40:13,240 Speaker 8: and then what it was and where the only company 825 00:40:13,280 --> 00:40:16,120 Speaker 8: Australia that people do sporadic tests and might have a 826 00:40:16,120 --> 00:40:18,239 Speaker 8: few things on their website that might be a couple 827 00:40:18,239 --> 00:40:20,840 Speaker 8: of years old or whatever else, but we literally have 828 00:40:21,080 --> 00:40:22,680 Speaker 8: I think it would be close to a thousand lab 829 00:40:22,719 --> 00:40:35,160 Speaker 8: reports on our website.