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Speaker 1: I'm off my game today. No, you're not. People are

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Speaker 1: going to have to start making better content. I think

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Speaker 1: we're gonna be talking about this for a long time.

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Speaker 1: When you program for everyone, you program for no one.

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Speaker 1: I think it's that we're purpose driven platform, like we're

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Speaker 1: trying to get to substance. How was that? Are you

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Speaker 1: happy with that? This is marketing therapy right now? It

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Speaker 1: really is? What's up? I'm Laura Currency and I'm Alexa Kristen.

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Speaker 1: Welcome back to ad landiyat episode fourteen. So we have

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Speaker 1: special guests. We always have special guests, but this one.

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Speaker 1: She's bright, she's shiny, She's super smart and articulate and thoughtful,

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Speaker 1: and I feel like I could actually talk to her

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Speaker 1: for days and still not kind of scratch the surface

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Speaker 1: of what's going on in her mind. Kellie Schweitzer, So,

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Speaker 1: Kelli Schwitzer is the chief Content Officer of Thrive Global,

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Speaker 1: And originally we brought Kellie on the show today to

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Speaker 1: interview her, but I felt like it was actually a therapy. So,

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Speaker 1: I mean, you really did look like you were going

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Speaker 1: through therapy. You were looking at her like preach to

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Speaker 1: me and to me about what I need to do.

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Speaker 1: We're gonna have Callie come back on and maybe do

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Speaker 1: Callie's corner. She might have the first franchise Atlantia, but

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Speaker 1: she's one of the most accomplished people I know, and

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Speaker 1: she hustles her behind hustles and I think you know,

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Speaker 1: we've spent the last thirteen episodes talking about how we

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Speaker 1: change the ad industry, the ad model marketing differently. Um,

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Speaker 1: but we're gonna take episode fourteen and make a sharp

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Speaker 1: write and talk about how we change behavior as an industry,

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Speaker 1: an industry and focused on well being. And so with that,

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Speaker 1: we're going to talk to Callie Schweitzer, chief content officer

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Speaker 1: Thrive Global. We'll be right back today we have a

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Speaker 1: very special guest, Callie Schweitzer. She's the chief content officer

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Speaker 1: of Thrive Globeall. So, Callie, welcome to the show. You're

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Speaker 1: in Atlantia. Thanks for having me. Guys, thanks for coming.

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Speaker 1: I'm such a fan. Are you honored to be here?

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Speaker 1: What's your favorite episode? Obviously the Linda Boff episode number thirteen,

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Speaker 1: mostly because I was really happy I wasn't number thirteen,

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Speaker 1: because I feel like she's lucky Linda's and I can

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Speaker 1: be fourteen eight Mile bof exactly right. So call Yes,

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Speaker 1: you are the chief content officer of Thrive Global, and

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Speaker 1: about what is Yeah. So, Thrive is Arianna Huffington's new

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Speaker 1: health and well being company really focused on changing the

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Speaker 1: way we work and live. Um. So I met Ariana

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Speaker 1: actually a year ago this week, and I reread Thrive

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Speaker 1: before I was meeting with her, and on page twenty

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Speaker 1: three she says, you know, the workplace isn't working, and

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Speaker 1: it's going to be women who change the way we

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Speaker 1: work and live and men who thank us for it.

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Speaker 1: And I was just like, I'm in, I'm doing it.

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Speaker 1: And so I when I'm out with Arianna, I heard

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Speaker 1: her vision for this company, which was really based on

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Speaker 1: her book Thrive, followed by her book Sleep Revolution, and

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Speaker 1: I just thought, this is a global movement that I

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Speaker 1: want to be a part of. You know, the workplace

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Speaker 1: really isn't working for anyone. I mean you look around

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Speaker 1: at the number of people who are just completely burnt out. Um,

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Speaker 1: it's an absolute epidemic. And there are so many issues

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Speaker 1: that are not being dealt with and not being talked about.

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Speaker 1: And so I saw this as an amazing opportunity to

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Speaker 1: go get involved in a conversation that I'm really passionate about.

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Speaker 1: And so we launched the company on November. Oh my gosh,

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Speaker 1: happy Birthday. We had a launch party. I would have

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Speaker 1: loved to have sound happy, but we'll have a special

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Speaker 1: birthday party this year for you and wonderful perfect. And

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Speaker 1: so we're really focused on on two things. One is

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Speaker 1: corporate well being and two is our consumer platform. So

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Speaker 1: corporate well being means going into companies, working with corporations

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Speaker 1: ranging from Accenture to JP Morgan to Snap to uber

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Speaker 1: uh to a Safari Calm, talking to their workforces, training

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Speaker 1: them and these pillars of well being UM. And the

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Speaker 1: other part is the consumer platform, which is really a

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Speaker 1: public facing media platform that we're going to get both

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Speaker 1: of you to write for. You have to answer our

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Speaker 1: Thrive questionnaire and it's all about so I don't well,

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Speaker 1: We're going to change that. We're going to change that.

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Speaker 1: But it's the overarching mission of the company is to

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Speaker 1: end the stress and burnout epidemic and to really offer

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Speaker 1: people sustainable solutions. And it's so interesting because what Ariana

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Speaker 1: found on her Thrive book tour was that everyone wanted

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Speaker 1: to talk about sleep and this idea that we are

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Speaker 1: running ourselves into the ground. And she has this amazing line,

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Speaker 1: people are sick and tired of being sick and tired,

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Speaker 1: and you think about it, it's so true. I mean

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Speaker 1: that feeling that you have at the end of the day.

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Speaker 1: You know, if you're just completely and utterly exhausted, you

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Speaker 1: can't show up in every part of your life the

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Speaker 1: way that you want to, whether it's for your family,

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Speaker 1: whether it's for your friends, and so it really does matter,

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Speaker 1: and its spills into everything that you're doing. And so

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Speaker 1: giving people these sustainable solutions, you know, we think of

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Speaker 1: ourselves as a behavior change platform. That is what we

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Speaker 1: focused on, helping people go from knowing what to do

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Speaker 1: to actually doing it. So if you're going to say,

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Speaker 1: you know, I can't sleep, I'm going to turn to

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Speaker 1: you and be like, no, no, you can. We're going

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Speaker 1: to fix that. Um And and it's so important that

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Speaker 1: we take content and make it into something that is actionable.

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Speaker 1: How do you build content that actually leads people down

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Speaker 1: that road that they can actually because I think a

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Speaker 1: lot of people talk about wellness, right, A lot of

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Speaker 1: people talk about taking time out, But I mean, looking

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Speaker 1: around the table at three women who work their butts off, right,

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Speaker 1: it doesn't. I can't actually understand that in my daily life,

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Speaker 1: Like I have a really really hard time right about it,

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Speaker 1: and I'll say, wow, that's so awesome and yeah, hey,

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Speaker 1: and I like it. And how do you build content

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Speaker 1: that really impacts? Yeah, So it's a great question because

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Speaker 1: I think, you know, one of the challenges in the

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Speaker 1: content world that large is this idea that everything is content. Now,

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Speaker 1: anything that competes for your attention is content totally. And

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Speaker 1: you know, when people say, you know, who are your competitors,

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Speaker 1: I'm anything that wants your attention is our competitor because ultimately,

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Speaker 1: you know, whether it's a push notification from Instagram or

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Speaker 1: a dating app or Snapchat or you know, the weather news,

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Speaker 1: you know, any of these things are all competing for time,

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Speaker 1: which is a finite resource. And so I think that,

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Speaker 1: I mean, one of the key things for us is

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Speaker 1: really building that brand has to start from scratch and

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Speaker 1: it has to have major value add in people's lives.

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Speaker 1: And so it really is the going from knowing what

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Speaker 1: to do to actually how to do it, and that

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Speaker 1: starts with micro steps. So our whole behavior change platform

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Speaker 1: is built around this idea of microsopt only eight seconds

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Speaker 1: of attention. I think micro is so give our give

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Speaker 1: our listeners, like giving your top three micro changes. So

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Speaker 1: here's one. I mean, first of all, I don't sleep

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Speaker 1: with my phone in my bedroom and that has made

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Speaker 1: the biggest difference. So Arian and I will tell you

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Speaker 1: it is life changing. Where do you put your phone?

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Speaker 1: I leave it in my kitchen. Leave it in my kitchen,

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Speaker 1: and it completely changes your day because when the first

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Speaker 1: thing you do when you make up is not look

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Speaker 1: at your phone and see the number of emails and

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Speaker 1: text or bad push notifications about news or this or that,

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Speaker 1: you know, it completely changes how you start your day.

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Speaker 1: And so okay, you're gonna say, Okay, I can't do that,

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Speaker 1: I have kids, I have this. What would I use

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Speaker 1: from my alarm clock? Okay, we'll buy you a physical one. Um.

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Speaker 1: But but the reality is, try it one night. See

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Speaker 1: how you do. Can you do it? Can you spend

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Speaker 1: thirty minutes before bed without your phone? You know, spend

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Speaker 1: time away unplugging, watch TV without your phone. I mean,

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Speaker 1: we have so become consumed by this idea that we

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Speaker 1: must always be productive, and it's actually leading us to

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Speaker 1: be less less productive. Al right, So put the phone

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Speaker 1: down number one? What are your next two? You know,

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Speaker 1: I will tell you I've become a standing desk person.

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Speaker 1: I never would have thought that, but I will tell

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Speaker 1: you that standing during the day as Are you kidding me?

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Speaker 1: I look at you and I see a standing debt

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Speaker 1: you so much damn energy? Are you kidding me? You know?

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Speaker 1: I used to think, how could I ever stand all day?

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Speaker 1: Those people must be crazy? And then I started doing it.

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Speaker 1: Now when I sit, I'm like physically uncomfortable. I mean,

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Speaker 1: I've had a standing desk for two weeks. Asked me

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Speaker 1: how many times I stood? None? Say, maybe you just

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Speaker 1: move your desk to you move your laptop to the couch, right,

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Speaker 1: that's the move. No, I just hit the same and

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Speaker 1: then my iPhone says, get up, and I love it anyway, Okay,

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Speaker 1: give us one more. Um yeah, I don't even know

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Speaker 1: if that counts as micro That might pinko too bold,

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Speaker 1: But I think even making sure you move throughout the

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Speaker 1: day is so key, um to how you feel. It's

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Speaker 1: just like getting physical, it's actually just mentally how you feel. Totally. Um.

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Speaker 1: I'm also very obsessed with the idea of really radicalizing

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Speaker 1: your notifications and sort of everything that you do around

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Speaker 1: your phone I've done. So we work with this guy

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Speaker 1: Tristan Harris, who's a former Google design ethicist who recently

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Speaker 1: gave a TED talk about how you know technology is

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Speaker 1: hijacking humanity and this idea of how you know, we

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Speaker 1: need technology that aligns with humanity and with people's interests

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Speaker 1: instead of sort of sucking us in. It needs to

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Speaker 1: give us value back. And you know, one of the

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Speaker 1: things that he has really uh taught us all a

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Speaker 1: lot about it at Thrive Global is this idea of

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Speaker 1: changing up you know, your home screen, moving apps around,

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Speaker 1: changing what notifications you have. I only have utility apps

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Speaker 1: on my home screen. Um, so you know the apps

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Speaker 1: that actually give you. There's a company called Moment that

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Speaker 1: shows you the happiness level. It tracks your usage of

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Speaker 1: of apps, but then it shows you happiness level compared

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Speaker 1: to usage and utility apps. You know, things like Google Calendar, Ways,

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Speaker 1: you know Uber things like that that get you something

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Speaker 1: in return are actually the apps people are always the

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Speaker 1: happiest with. Whereas social media. You know, as I said,

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Speaker 1: the more time you spend, the worst you feel. So

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Speaker 1: who else is doing content in the wellness space really well,

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Speaker 1: you know, this is a great question. I would actually

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Speaker 1: say that one of the most important things that I

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Speaker 1: think we can do in the well being space is

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Speaker 1: really changed this idea that it is soft and feminine

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Speaker 1: um to something that it is about performance and well being.

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Speaker 1: And that is really I mean, all of thrives about

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Speaker 1: this idea that well being is directly impacting performance. So

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Speaker 1: you know, how well you sleep, how well you feed yourself,

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Speaker 1: how well you know, how well you do any of

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Speaker 1: these things are directly impacting the person you are, both

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Speaker 1: at work and at home. And so I would say, like,

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Speaker 1: I think actually one of I mean, I think under

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Speaker 1: Armer is doing fantastic things and and has in recent years.

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Speaker 1: And I would say that one of the best things

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Speaker 1: that I think that they did was changed the conversation

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Speaker 1: around fitness and exercise to strength and movement. And that's

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Speaker 1: one of the things that we're all about it at

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Speaker 1: Thrive Global as this idea of movement into the conversation

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Speaker 1: about standing desk. You know, whether it is just that

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Speaker 1: you're you know, going out and walking around the block,

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Speaker 1: or that you're standing up for five minutes, mean, whatever

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Speaker 1: it is, we have to change the conversation around specifically

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Speaker 1: I think toward women, this idea of fitness and exercise

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Speaker 1: being thin and and you know that conversation has really

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Speaker 1: expanded over the last few years, thankfully, But I so

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Speaker 1: believe in this idea that that moving branding and messaging

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Speaker 1: from an advertising perspective toward that broader conversation of what

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Speaker 1: it means to be strong and what it means to

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Speaker 1: move is such a critical change and I think Undermember

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Speaker 1: has done a great job with that. How does that

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Speaker 1: impact the brand partners that your work? Right, So, when

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Speaker 1: a brand comes in and talks in the vein of

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Speaker 1: what you would expect or perhaps um stereotypical and what

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Speaker 1: you're just alluding to on the feminists or soft angle,

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Speaker 1: are you educating and informing or you find that brands

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Speaker 1: are actually coming getting the message and like I need

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Speaker 1: to lean into this. Yes, So it's a great question.

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Speaker 1: I mean, I would say that a lot of brands

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Speaker 1: are really getting it. Um. You know, we're working with

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Speaker 1: Quaker Oats around you know, we've had a year long

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Speaker 1: partnership with them, uh since number thirty when we launched,

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Speaker 1: and a big push of theirs is around nutrition and

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Speaker 1: this idea of fuel, And um, I heard this great

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Speaker 1: anecdote in a recent piece. I was reading about this

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Speaker 1: idea of you know, if you knew that you could

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Speaker 1: put gas into a car and that it would just

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Speaker 1: you know, make it move, you do one thing. But

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Speaker 1: if you knew that you could put you know, ultra

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Speaker 1: gas into a car and you knew go two times

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Speaker 1: as fast, you would obviously gas. And we don't apply

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Speaker 1: those same standards to ourselves when it comes to things

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Speaker 1: like nutrition or sleep or something. Is this something and

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Speaker 1: all of the research because I'm sure you have um

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Speaker 1: an enormous volume of it that is perceived as a

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Speaker 1: female first issue. And knowing that that is the perception

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Speaker 1: of market, how do you grow an audience, especially one

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Speaker 1: that touches both male and female, and how are you

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Speaker 1: kind of parlaying them to educate people. Yeah, so it's

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Speaker 1: a great question because I would say, you know, absolutely

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Speaker 1: the sort of wellness of the past was very much

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Speaker 1: seen as a female topic. It was seeming soft and

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Speaker 1: fluffy and like something that was an extracurricular activity. And

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Speaker 1: I would say that the conversation is really changing, and

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Speaker 1: I think, you know, I credit Ariana immensely with you know,

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Speaker 1: what she has opened up around well being and around

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Speaker 1: sleep and abound performance and just this idea that Alexa

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Speaker 1: to your point, you know, permission granted. That's that's one

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Speaker 1: of my favorite things that bethcom stuck in Linda, that

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Speaker 1: you know, this idea of permission granted to be your

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Speaker 1: best self in whatever aspect of your life at any

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Speaker 1: time you need to be. And I think that one

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Speaker 1: of the things that's so key is actually introducing new

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Speaker 1: role models. And so that's where Laura to your point,

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Speaker 1: you know, we bring in I mean, on launch day

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Speaker 1: we had a piece from Jeff Basos on why he's

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Speaker 1: getting eight hours of sleep is good for Amazon shareholders,

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Speaker 1: and you know we bring in Yeah, and chit Berg,

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Speaker 1: the CEO of Levi, is talking about, you know, just

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Speaker 1: walking through the halls of the office, um, you know,

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Speaker 1: wearing his workout clothes to make sure people see him

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Speaker 1: going to work out, or putting his phone away when

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Speaker 1: he gets home at night. And I think that it's

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Speaker 1: so important to have both male and female voices representing

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Speaker 1: this sort of new generation of new role models. It's

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Speaker 1: normal to expect young people to go through the night.

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Speaker 1: It's normal to expect them to show up on the weekends.

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Speaker 1: They're suggesting is that that approach is a very old

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Speaker 1: school in nature, and that as an industry we stand

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Speaker 1: to lose if that's what we continue to drive. And

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Speaker 1: I would say that from a lot of the millennials

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Speaker 1: Alex and I talked to in this industry in particular, UM,

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Speaker 1: it seems to be one that is they are driving

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Speaker 1: that cultural change. You are seeing people doing yoga and

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Speaker 1: the stand up desks and all this sort of thing.

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Speaker 1: What do you see, um, from your vantage point in

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Speaker 1: that chain, um, particularly in our world. Well, it's a

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Speaker 1: great question. I mean, trust me, thriving doesn't mean chilling

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Speaker 1: out under a mango tree and not working hard. It

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Speaker 1: means working hard when it requires it. But it doesn't

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Speaker 1: mean being on seven, you know, in in this kind

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Speaker 1: of a culture that doesn't require it. And it also

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Speaker 1: just means being more mindful around how you work with

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Speaker 1: other people, because I think you know that sort of

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Speaker 1: of one of the sort of other old adages of

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Speaker 1: the past is this idea of like off my list

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Speaker 1: on yours, which you know we all know that feeling.

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Speaker 1: It's like that person who's emailing at three in the

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Speaker 1: morning where it's like you don't need to respond. Of course,

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Speaker 1: I don't expect you to respond at three in the morning,

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Speaker 1: but I'm just getting it off my plate and dumping

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Speaker 1: it into yours. Like Wow, that feels really collegial, doesn't it. Um?

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Speaker 1: But I think that actually, what I think the future

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Speaker 1: of work really looks like is a much more collaborative

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Speaker 1: process around information sharing and information gathering. Because I believe

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Speaker 1: that so much of what you're talking about, this idea

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Speaker 1: of to stay ahead of the curve is the idea

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Speaker 1: that you are the only person who can ever see

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Speaker 1: the latest digit a article or whoever find that latest

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Speaker 1: media post piece or whatever it is. But you know,

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Speaker 1: I mean, whether it's a group slack room or you're

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Speaker 1: sharing the latest links. Like, I so believe that experimentation, growth, innovation,

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Speaker 1: and learning in this industry has to come through collective

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Speaker 1: hive mind information sharing and discussion. So you can we

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Speaker 1: like take a We're gonna take a left turn. Because

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Speaker 1: so before you came to give me a fast one. Um,

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Speaker 1: before you came to Thrive Global, you were at Timing.

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Speaker 1: You created a whole new editorial platform for women called Motto.

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Speaker 1: You have built audience from nothing. How do you build

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Speaker 1: audience from nothing. You start by super serving a passionate audience.

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Speaker 1: So you find a need and then you fill that hole,

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Speaker 1: and those people become your ambassadors, and they become your community,

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Speaker 1: and they become sort of the largest megaphone that you

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Speaker 1: can have, because people who feel passionately about something are

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Speaker 1: going to be driving so much of your continued success.

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Speaker 1: And so I think you start in the beginning from

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Speaker 1: super serving and I believe that, you know, the future

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Speaker 1: is niche in a lot of ways. I mean, Thrive

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Speaker 1: Global is a very broad you know, we are going

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Speaker 1: very deep on what is a broad topic, but we

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Speaker 1: believe that you have to super serve that one passion

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Speaker 1: and then the rest will sort of trickle out from

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Speaker 1: there because you do get into so many different topics

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Speaker 1: that you may never have thought you'd be covering. So

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Speaker 1: what you just said, because we talked about this so

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Speaker 1: much in terms of um finding that passion, we're like,

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Speaker 1: sign us up. We believe in, you know, the idea

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Speaker 1: of super serving an audience. A lot of people in

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Speaker 1: the traditional media space, Kelly might turn you and say

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Speaker 1: you're pigeonholing yourself. You're limiting your ability to build audience

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Speaker 1: in this industry is driven based on what do you

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Speaker 1: say to them? Oh man, you know, I would say,

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Speaker 1: I feel the days of spray and prey are are

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Speaker 1: so over. I mean, I firmly believe that the livering

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Speaker 1: value add you know, as we discussed earlier, attention time

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Speaker 1: is so limited nowadays. I mean I think about and

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Speaker 1: becoming absolutely and I think about things that I see

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Speaker 1: that I call micro hates, which is like, you know,

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Speaker 1: a clickbait article that then you just think, oh, like,

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Speaker 1: I love micro I'm about to unfollow that brand, you know,

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Speaker 1: like they do that one more time, And I will

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Speaker 1: tell you that I think people's patients has become so low.

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Speaker 1: If you do it, once you're gone, you're out of

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Speaker 1: the feed, and then by the time people opt out

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Speaker 1: of you, you have a real problem. And so I

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Speaker 1: would say, you know, I believe that you will get

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Speaker 1: more value out of someone who cares so deeply and

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Speaker 1: so genuinely about your topic or your niche or your

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Speaker 1: area than you ever will from you know, gazillions of

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Speaker 1: drive by hitters who don't have any brand recognition for

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Speaker 1: what you stand for. And I think that really matters.

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Speaker 1: I mean, the feed, you know, whatever platform it's on,

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Speaker 1: you know it's flying by these days. I mean you

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Speaker 1: can barely tell who's who. And I think that having

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Speaker 1: a clear voice and having a clear sense of what

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Speaker 1: you stand for and what you will deliver is so key.

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Speaker 1: If your audience knows, you know, oh, I'm really a

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Speaker 1: thrive Global article or that's a thrive Global instagram like

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Speaker 1: that to me feels so important. And in terms of

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Speaker 1: you know, if you're an advertiser that I believe that

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Speaker 1: the value you will get in return from that group

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Speaker 1: is far better. So one thing I want to ask you,

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Speaker 1: and we talked about this in the industry a lot,

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Speaker 1: right Our industry is really fueled by creativity, and then

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Speaker 1: you're talking about well being and it seems like this

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Speaker 1: obvious connection. But have you guys seen or have Thrived

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Speaker 1: on any research um or had people talk about how

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Speaker 1: well being creativity or connected. Absolutely, I mean there's a

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Speaker 1: ton of research out there directly connecting those two things.

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Speaker 1: If you want to be your most creative, you want

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Speaker 1: your brain firing on all cylinders, If you want to

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Speaker 1: be able to ignite that creative spark within you, it

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Speaker 1: absolutely has to be at your best. You know, you

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Speaker 1: have to be functioning, uh physically, mentally, emotionally, spiritual, you know,

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Speaker 1: whatever it is for you. It's all about being completely fueled.

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Speaker 1: So it's just like all of those amazing strategy kids

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Speaker 1: in their twenties and you know, copywriters and art directors

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Speaker 1: and people who are like just cramming in this agency world,

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Speaker 1: both on the media side and on the creative agency side.

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Speaker 1: It just seems to like better put it down, put

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Speaker 1: it down and walk away. Yeah, And I think that's

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Speaker 1: absolutely what it is. It's about creating the space as

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Speaker 1: well for creative thoughts. I mean, you cannot expect people

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Speaker 1: to do their best work sitting at a desk all

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Speaker 1: day staring at email totally only that. In fact, our

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Speaker 1: best ideas, Laura and I, our best ideas came at

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Speaker 1: night when we were just just jamping, like just just jamming, right,

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Speaker 1: Like I was on the train going home and I

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Speaker 1: was just listening to music and I was just letting

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Speaker 1: my mind wander. Well, it's like having a moments in

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Speaker 1: the shower, right. I mean, it's that idea of once

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Speaker 1: you let your brain and your mind settle, you actually

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Speaker 1: allow thoughts to come through. I have recess and freethink

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Speaker 1: at work. But I think a lot of think a

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Speaker 1: lot on the agency siet. I think a lot of

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Speaker 1: people try to create that with like ping pong tables

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Speaker 1: and blah blah blah and blah blah blah, but it's

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Speaker 1: as a negative connotation. Oh those kids are over there

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Speaker 1: playing ping pong instead of about freethinking exercises. It's more

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Speaker 1: about looking cool or you know, looking creative, rather than

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Speaker 1: actually infusing creativity via well being into your culture. The

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Speaker 1: one thing that I've where I say, you know, forget

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Speaker 1: that people say you've gone to niche is like the

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Speaker 1: fact that well being penetrate societies and ways in which

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Speaker 1: it can actually solve bigger societal issues. I eat in

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Speaker 1: inner city schools, you see a lot of these videos

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Speaker 1: popping up in your feed around kids doing meditation instead

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Speaker 1: of going into detention and what that does for that

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Speaker 1: child in terms of reflecting, taking a time out, relaxing,

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Speaker 1: and then going back into the frame because who knows

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Speaker 1: what all of the environmental factors are that solicited ex behavior.

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Speaker 1: So do you see, you know, thrive going into those places.

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Speaker 1: So so two key notes on this one the lead

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Speaker 1: story of our right readefinding masculinity package was actually about

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Speaker 1: the Mindful Masculinity Institute in Chicago that that's working specifically

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Speaker 1: with Chicago boys sort of on these exact issues around

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Speaker 1: masculinity and what it means growing up in Chicago. And UM.

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Speaker 1: The other thing is we have the Thrive Foundation, and

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Speaker 1: so the Thrive Foundation does trainings for nonprofits. We've worked

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Speaker 1: with the mayors and the staffs and their staffs UM

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Speaker 1: in Oakland and in Providence, we worked with the Global

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Speaker 1: Citizens staff. But absolutely, and I think that this is

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00:21:31,920 --> 00:21:34,000
Speaker 1: such a key part of it is that you know,

430
00:21:34,200 --> 00:21:37,359
Speaker 1: this message is meaningful to absolutely everyone. It has to

431
00:21:37,400 --> 00:21:39,840
Speaker 1: be ubiquitous. This kind of knowledge is not something that

432
00:21:39,880 --> 00:21:43,040
Speaker 1: can be shielded from people. It is information that is

433
00:21:43,119 --> 00:21:45,919
Speaker 1: power and that really can change lives in such a

434
00:21:45,920 --> 00:21:48,520
Speaker 1: meaningful way. So I absolutely I think that, you know,

435
00:21:48,560 --> 00:21:52,560
Speaker 1: the democratization of this kind of education is absolutely key.

436
00:21:52,680 --> 00:21:57,240
Speaker 1: I mean, if Lulu Lemon or Nike or someone wanted

437
00:21:57,280 --> 00:22:00,520
Speaker 1: to do something, partner with Thrive Global, go into an

438
00:22:00,520 --> 00:22:04,399
Speaker 1: inner city school and start teaching what human performance is

439
00:22:04,440 --> 00:22:10,000
Speaker 1: really about, right mindfulness. Yeah, it's time, We're gonna do it.

440
00:22:12,480 --> 00:22:18,040
Speaker 1: Cali Schwitzer, Yeah, you know the rules over here at

441
00:22:18,080 --> 00:22:21,480
Speaker 1: door number one is killed. What would it be? What

442
00:22:21,520 --> 00:22:26,760
Speaker 1: are you killing? So here? I'm killing interstitial ads with countdowns.

443
00:22:27,760 --> 00:22:30,760
Speaker 1: I believe that Forbes actually would say with THEIRS, I'm

444
00:22:30,800 --> 00:22:35,080
Speaker 1: just gonna say for yeah. But for some reason, I

445
00:22:35,119 --> 00:22:38,040
Speaker 1: feel like the box to X out like the X

446
00:22:38,280 --> 00:22:40,359
Speaker 1: where you need to close the ax like this is

447
00:22:40,359 --> 00:22:44,199
Speaker 1: actually this you can find it, it's gone, it's invisible,

448
00:22:44,280 --> 00:22:48,840
Speaker 1: it's global. Actually has a partnership opportunity with the I

449
00:22:49,040 --> 00:22:52,760
Speaker 1: A B to teach ways to distress the advertising experience.

450
00:22:52,840 --> 00:22:55,200
Speaker 1: I totally agree with that. Flip it. How can the

451
00:22:55,240 --> 00:23:01,640
Speaker 1: advertising world still be structured but more creative? Hello, that's

452
00:23:01,640 --> 00:23:05,040
Speaker 1: what the I B stands for, is like standards and advertising.

453
00:23:05,080 --> 00:23:07,240
Speaker 1: But how can you still be creative? I think that's

454
00:23:07,280 --> 00:23:10,000
Speaker 1: so key. I mean ideally, if you when you're thinking

455
00:23:10,040 --> 00:23:12,640
Speaker 1: about content, you want and this is my little acronym,

456
00:23:12,680 --> 00:23:15,720
Speaker 1: it's bad, but you want something that it's I thought

457
00:23:15,720 --> 00:23:22,359
Speaker 1: it was bad I I e. A. It either informs, inspires, entertains,

458
00:23:22,520 --> 00:23:25,560
Speaker 1: or activates. Right, But you don't want to activate in

459
00:23:25,600 --> 00:23:28,520
Speaker 1: the sense of like agitates, right, you want like that's

460
00:23:28,520 --> 00:23:33,800
Speaker 1: a different change and different men. Exactly what was that

461
00:23:34,000 --> 00:23:38,159
Speaker 1: I I E A A Exactly Exactly? That's the bad

462
00:23:38,160 --> 00:23:41,359
Speaker 1: a um, okay, and then what am I buying? So

463
00:23:41,400 --> 00:23:44,920
Speaker 1: here's my question about buying. Am I buying for my

464
00:23:45,080 --> 00:23:49,280
Speaker 1: personal usage? I did think about this? Or am I

465
00:23:49,320 --> 00:23:57,159
Speaker 1: buying for like I'm bolting it on do whatever? The like?

466
00:23:57,200 --> 00:23:59,480
Speaker 1: My hair? Like my hair? My hair? Juster says. I

467
00:23:59,520 --> 00:24:02,000
Speaker 1: always say, oh, you know, like thanks to so and

468
00:24:02,040 --> 00:24:03,960
Speaker 1: so for this hair? Is that girl, that's your hair?

469
00:24:04,000 --> 00:24:07,840
Speaker 1: You bought it? Oh? I love that. I love that.

470
00:24:07,840 --> 00:24:10,720
Speaker 1: That's great. So I don't know should I buy all

471
00:24:10,760 --> 00:24:18,000
Speaker 1: of Google. I'm very obsessed with productivity, shortcuts and hacks

472
00:24:18,119 --> 00:24:21,280
Speaker 1: within email products. So like, I'm obsessed with this one

473
00:24:21,320 --> 00:24:23,800
Speaker 1: thing called follow up dot c C which allows you

474
00:24:23,840 --> 00:24:27,879
Speaker 1: it's like boomerang and things like that, but it and

475
00:24:28,040 --> 00:24:31,080
Speaker 1: and oh a new one that I'm newly obsessed with,

476
00:24:31,160 --> 00:24:35,200
Speaker 1: which is called I think it's like show inbox, where

477
00:24:35,359 --> 00:24:37,960
Speaker 1: basically it hides my inbox from me at all times,

478
00:24:38,440 --> 00:24:41,960
Speaker 1: and it then I have to click show me my inbox,

479
00:24:42,000 --> 00:24:45,600
Speaker 1: which then is like an active It keeps track of

480
00:24:45,640 --> 00:24:47,440
Speaker 1: how many times I went in. So this morning, when

481
00:24:47,480 --> 00:24:49,960
Speaker 1: you know I'd gone, I'd opened my inbox twenty times

482
00:24:50,000 --> 00:24:52,920
Speaker 1: and been visible for two hours, I was like, huh

483
00:24:53,200 --> 00:24:55,960
Speaker 1: is that like, what did I need to be in

484
00:24:56,000 --> 00:24:58,159
Speaker 1: my inbox? Although not really like I was editing. I

485
00:24:58,160 --> 00:24:59,800
Speaker 1: mean I didn't need to really be in my inbox,

486
00:24:59,800 --> 00:25:02,040
Speaker 1: Like it makes me so much more mindful. And it

487
00:25:02,080 --> 00:25:04,639
Speaker 1: does allow you to set times where either a it

488
00:25:04,720 --> 00:25:06,920
Speaker 1: locks you out of your in box when ready, that's

489
00:25:06,920 --> 00:25:09,200
Speaker 1: what it's called in box when ready. It does allow

490
00:25:09,240 --> 00:25:12,000
Speaker 1: you to block yourself from your own inbox, So like

491
00:25:12,119 --> 00:25:14,760
Speaker 1: a certain time at which I am no longer allowed

492
00:25:14,800 --> 00:25:17,360
Speaker 1: to use my email, which I'm not going to set

493
00:25:17,440 --> 00:25:19,760
Speaker 1: that because you know what I know, I know because

494
00:25:19,760 --> 00:25:23,439
Speaker 1: it changes. But to um, you can also set like

495
00:25:23,520 --> 00:25:25,919
Speaker 1: if I hit a certain number of times, it blocks

496
00:25:25,920 --> 00:25:28,880
Speaker 1: me out, so you know. I just I love products

497
00:25:28,960 --> 00:25:31,359
Speaker 1: like that. I love things that bring your attention to

498
00:25:32,080 --> 00:25:33,639
Speaker 1: sort of the way in what you're doing, so I

499
00:25:33,640 --> 00:25:40,600
Speaker 1: mean make you more mindful. And what am I killing? Oh? Perfect?

500
00:25:42,440 --> 00:25:45,480
Speaker 1: Oh okay, I have an idea? Um okay. My idea

501
00:25:45,720 --> 00:25:49,879
Speaker 1: is I believe that we have despite having Google. Um,

502
00:25:49,920 --> 00:25:52,720
Speaker 1: I think we're missing kind of like still an information

503
00:25:52,960 --> 00:25:57,560
Speaker 1: architecture or structure of the Internet. It's like remember tv Guide,

504
00:25:57,760 --> 00:26:01,359
Speaker 1: Like nobody uses tv Guide anymore, and yet like I

505
00:26:01,359 --> 00:26:03,680
Speaker 1: remember hearing on a podcast that one of the number

506
00:26:03,720 --> 00:26:06,280
Speaker 1: one things searched on Hulu is Game of Thrones, and

507
00:26:06,359 --> 00:26:08,480
Speaker 1: yet like people don't know that Game of Thrones isn't

508
00:26:08,520 --> 00:26:11,560
Speaker 1: on Hulu because it's on HBO. Like I think we've

509
00:26:11,600 --> 00:26:15,320
Speaker 1: sort of love everything has become so porous that everything

510
00:26:15,400 --> 00:26:18,240
Speaker 1: is everything and therefore everything is nothing, and so I

511
00:26:18,280 --> 00:26:22,080
Speaker 1: feel like we need a little bit more structure around

512
00:26:22,160 --> 00:26:26,040
Speaker 1: what what and how to find good content and promise

513
00:26:26,080 --> 00:26:28,520
Speaker 1: of personalization. Right And by the way, I just want

514
00:26:28,560 --> 00:26:31,159
Speaker 1: to say people are searching for Game of Thrones on

515
00:26:31,240 --> 00:26:34,800
Speaker 1: Hulu because Hulu search sucks and no one knows actually

516
00:26:34,800 --> 00:26:40,919
Speaker 1: what's on Hulu. Hulu words love you, but fix it. Well, Callie,

517
00:26:41,000 --> 00:26:48,560
Speaker 1: this has been one of the most therapeutic she looksedvived.

518
00:26:49,400 --> 00:26:52,280
Speaker 1: She take come from the Jersey shore and um, look

519
00:26:52,280 --> 00:26:54,560
Speaker 1: we we just you can come back anytime. You can

520
00:26:54,760 --> 00:26:56,760
Speaker 1: come to my office, you can come to my house

521
00:26:56,840 --> 00:26:59,439
Speaker 1: and the surface to be honest of like talking to

522
00:26:59,480 --> 00:27:03,560
Speaker 1: you about out um thrive Global. But I think like

523
00:27:03,800 --> 00:27:05,960
Speaker 1: what I love to have you come back and talk

524
00:27:06,000 --> 00:27:09,240
Speaker 1: about is more about like a little bit media future

525
00:27:09,280 --> 00:27:13,560
Speaker 1: and storyteller and really talk to us about where you

526
00:27:13,560 --> 00:27:19,520
Speaker 1: think things are going. So you're coming episode Global. I

527
00:27:19,720 --> 00:27:22,080
Speaker 1: R L Yeah, I love that. That would be great.

528
00:27:22,160 --> 00:27:25,040
Speaker 1: Love that. So done, done and done so Kelli Schwitzer.

529
00:27:25,040 --> 00:27:26,920
Speaker 1: Since you clearly know the format of the show, where

530
00:27:26,920 --> 00:27:30,080
Speaker 1: do people find you? At? C Schwitz on all social media?

531
00:27:30,200 --> 00:27:33,399
Speaker 1: I love or you can email me at Callie C

532
00:27:33,640 --> 00:27:36,320
Speaker 1: A L L I E at Thrive Global dot com.

533
00:27:36,680 --> 00:27:40,080
Speaker 1: Better be smart. Email the best Monday to come back

534
00:27:40,119 --> 00:27:43,200
Speaker 1: to every long week. Thank you, hang with you, Thanks,

535
00:27:43,200 --> 00:27:49,440
Speaker 1: thanks call five. So with that, I mean she's send

536
00:27:49,520 --> 00:27:51,280
Speaker 1: us a bill for the cope. I don't really know

537
00:27:51,440 --> 00:27:53,600
Speaker 1: she's gonna send you a bill for the cope. We're

538
00:27:53,600 --> 00:27:55,560
Speaker 1: definitely gonna have Kelly happen to me. I think she

539
00:27:55,600 --> 00:28:01,040
Speaker 1: should split it with me. We're definitely gonna do Ally's corners.

540
00:28:01,040 --> 00:28:03,960
Speaker 1: But first we have thank you to our wonderful producer

541
00:28:04,000 --> 00:28:09,440
Speaker 1: who is currently in the studio oming super Calm Camp.

542
00:28:09,600 --> 00:28:11,800
Speaker 1: He is like unbelievably calm. I think it's because he's

543
00:28:11,840 --> 00:28:16,959
Speaker 1: anesthetized himself to deal with us. But anyway, uh Andy Bowers,

544
00:28:16,960 --> 00:28:19,680
Speaker 1: Thanks everybody. So all our friends and family and Panoply

545
00:28:19,760 --> 00:28:22,600
Speaker 1: and everybody in Atlantia don't stop tweeting at us. We

546
00:28:22,640 --> 00:28:25,120
Speaker 1: are having so much fun. Thanks everyone, we'll be back

547
00:28:25,119 --> 00:28:38,320
Speaker 1: in two weeks. Within all new episodes m full disclosure.

548
00:28:38,360 --> 00:28:39,400
Speaker 1: Our opinions are our own.