Speaker 1: I'm off my game today. No, you're not. People are
Speaker 1: going to have to start making better content. I think
Speaker 1: we're gonna be talking about this for a long time.
Speaker 1: When you program for everyone, you program for no one.
Speaker 1: I think it's that we're purpose driven platform, like we're
Speaker 1: trying to get to substance. How was that? Are you
Speaker 1: happy with that? This is marketing therapy right now? It
Speaker 1: really is? What's up? I'm Laura Currency and I'm Alexa Kristen.
Speaker 1: Welcome back to ad landiyat episode fourteen. So we have
Speaker 1: special guests. We always have special guests, but this one.
Speaker 1: She's bright, she's shiny, She's super smart and articulate and thoughtful,
Speaker 1: and I feel like I could actually talk to her
Speaker 1: for days and still not kind of scratch the surface
Speaker 1: of what's going on in her mind. Kellie Schweitzer, So,
Speaker 1: Kelli Schwitzer is the chief Content Officer of Thrive Global,
Speaker 1: And originally we brought Kellie on the show today to
Speaker 1: interview her, but I felt like it was actually a therapy. So,
Speaker 1: I mean, you really did look like you were going
Speaker 1: through therapy. You were looking at her like preach to
Speaker 1: me and to me about what I need to do.
Speaker 1: We're gonna have Callie come back on and maybe do
Speaker 1: Callie's corner. She might have the first franchise Atlantia, but
Speaker 1: she's one of the most accomplished people I know, and
Speaker 1: she hustles her behind hustles and I think you know,
Speaker 1: we've spent the last thirteen episodes talking about how we
Speaker 1: change the ad industry, the ad model marketing differently. Um,
Speaker 1: but we're gonna take episode fourteen and make a sharp
Speaker 1: write and talk about how we change behavior as an industry,
Speaker 1: an industry and focused on well being. And so with that,
Speaker 1: we're going to talk to Callie Schweitzer, chief content officer
Speaker 1: Thrive Global. We'll be right back today we have a
Speaker 1: very special guest, Callie Schweitzer. She's the chief content officer
Speaker 1: of Thrive Globeall. So, Callie, welcome to the show. You're
Speaker 1: in Atlantia. Thanks for having me. Guys, thanks for coming.
Speaker 1: I'm such a fan. Are you honored to be here?
Speaker 1: What's your favorite episode? Obviously the Linda Boff episode number thirteen,
Speaker 1: mostly because I was really happy I wasn't number thirteen,
Speaker 1: because I feel like she's lucky Linda's and I can
Speaker 1: be fourteen eight Mile bof exactly right. So call Yes,
Speaker 1: you are the chief content officer of Thrive Global, and
Speaker 1: about what is Yeah. So, Thrive is Arianna Huffington's new
Speaker 1: health and well being company really focused on changing the
Speaker 1: way we work and live. Um. So I met Ariana
Speaker 1: actually a year ago this week, and I reread Thrive
Speaker 1: before I was meeting with her, and on page twenty
Speaker 1: three she says, you know, the workplace isn't working, and
Speaker 1: it's going to be women who change the way we
Speaker 1: work and live and men who thank us for it.
Speaker 1: And I was just like, I'm in, I'm doing it.
Speaker 1: And so I when I'm out with Arianna, I heard
Speaker 1: her vision for this company, which was really based on
Speaker 1: her book Thrive, followed by her book Sleep Revolution, and
Speaker 1: I just thought, this is a global movement that I
Speaker 1: want to be a part of. You know, the workplace
Speaker 1: really isn't working for anyone. I mean you look around
Speaker 1: at the number of people who are just completely burnt out. Um,
Speaker 1: it's an absolute epidemic. And there are so many issues
Speaker 1: that are not being dealt with and not being talked about.
Speaker 1: And so I saw this as an amazing opportunity to
Speaker 1: go get involved in a conversation that I'm really passionate about.
Speaker 1: And so we launched the company on November. Oh my gosh,
Speaker 1: happy Birthday. We had a launch party. I would have
Speaker 1: loved to have sound happy, but we'll have a special
Speaker 1: birthday party this year for you and wonderful perfect. And
Speaker 1: so we're really focused on on two things. One is
Speaker 1: corporate well being and two is our consumer platform. So
Speaker 1: corporate well being means going into companies, working with corporations
Speaker 1: ranging from Accenture to JP Morgan to Snap to uber
Speaker 1: uh to a Safari Calm, talking to their workforces, training
Speaker 1: them and these pillars of well being UM. And the
Speaker 1: other part is the consumer platform, which is really a
Speaker 1: public facing media platform that we're going to get both
Speaker 1: of you to write for. You have to answer our
Speaker 1: Thrive questionnaire and it's all about so I don't well,
Speaker 1: We're going to change that. We're going to change that.
Speaker 1: But it's the overarching mission of the company is to
Speaker 1: end the stress and burnout epidemic and to really offer
Speaker 1: people sustainable solutions. And it's so interesting because what Ariana
Speaker 1: found on her Thrive book tour was that everyone wanted
Speaker 1: to talk about sleep and this idea that we are
Speaker 1: running ourselves into the ground. And she has this amazing line,
Speaker 1: people are sick and tired of being sick and tired,
Speaker 1: and you think about it, it's so true. I mean
Speaker 1: that feeling that you have at the end of the day.
Speaker 1: You know, if you're just completely and utterly exhausted, you
Speaker 1: can't show up in every part of your life the
Speaker 1: way that you want to, whether it's for your family,
Speaker 1: whether it's for your friends, and so it really does matter,
Speaker 1: and its spills into everything that you're doing. And so
Speaker 1: giving people these sustainable solutions, you know, we think of
Speaker 1: ourselves as a behavior change platform. That is what we
Speaker 1: focused on, helping people go from knowing what to do
Speaker 1: to actually doing it. So if you're going to say,
Speaker 1: you know, I can't sleep, I'm going to turn to
Speaker 1: you and be like, no, no, you can. We're going
Speaker 1: to fix that. Um And and it's so important that
Speaker 1: we take content and make it into something that is actionable.
Speaker 1: How do you build content that actually leads people down
Speaker 1: that road that they can actually because I think a
Speaker 1: lot of people talk about wellness, right, A lot of
Speaker 1: people talk about taking time out, But I mean, looking
Speaker 1: around the table at three women who work their butts off, right,
Speaker 1: it doesn't. I can't actually understand that in my daily life,
Speaker 1: Like I have a really really hard time right about it,
Speaker 1: and I'll say, wow, that's so awesome and yeah, hey,
Speaker 1: and I like it. And how do you build content
Speaker 1: that really impacts? Yeah, So it's a great question because
Speaker 1: I think, you know, one of the challenges in the
Speaker 1: content world that large is this idea that everything is content. Now,
Speaker 1: anything that competes for your attention is content totally. And
Speaker 1: you know, when people say, you know, who are your competitors,
Speaker 1: I'm anything that wants your attention is our competitor because ultimately,
Speaker 1: you know, whether it's a push notification from Instagram or
Speaker 1: a dating app or Snapchat or you know, the weather news,
Speaker 1: you know, any of these things are all competing for time,
Speaker 1: which is a finite resource. And so I think that,
Speaker 1: I mean, one of the key things for us is
Speaker 1: really building that brand has to start from scratch and
Speaker 1: it has to have major value add in people's lives.
Speaker 1: And so it really is the going from knowing what
Speaker 1: to do to actually how to do it, and that
Speaker 1: starts with micro steps. So our whole behavior change platform
Speaker 1: is built around this idea of microsopt only eight seconds
Speaker 1: of attention. I think micro is so give our give
Speaker 1: our listeners, like giving your top three micro changes. So
Speaker 1: here's one. I mean, first of all, I don't sleep
Speaker 1: with my phone in my bedroom and that has made
Speaker 1: the biggest difference. So Arian and I will tell you
Speaker 1: it is life changing. Where do you put your phone?
Speaker 1: I leave it in my kitchen. Leave it in my kitchen,
Speaker 1: and it completely changes your day because when the first
Speaker 1: thing you do when you make up is not look
Speaker 1: at your phone and see the number of emails and
Speaker 1: text or bad push notifications about news or this or that,
Speaker 1: you know, it completely changes how you start your day.
Speaker 1: And so okay, you're gonna say, Okay, I can't do that,
Speaker 1: I have kids, I have this. What would I use
Speaker 1: from my alarm clock? Okay, we'll buy you a physical one. Um.
Speaker 1: But but the reality is, try it one night. See
Speaker 1: how you do. Can you do it? Can you spend
Speaker 1: thirty minutes before bed without your phone? You know, spend
Speaker 1: time away unplugging, watch TV without your phone. I mean,
Speaker 1: we have so become consumed by this idea that we
Speaker 1: must always be productive, and it's actually leading us to
Speaker 1: be less less productive. Al right, So put the phone
Speaker 1: down number one? What are your next two? You know,
Speaker 1: I will tell you I've become a standing desk person.
Speaker 1: I never would have thought that, but I will tell
Speaker 1: you that standing during the day as Are you kidding me?
Speaker 1: I look at you and I see a standing debt
Speaker 1: you so much damn energy? Are you kidding me? You know?
Speaker 1: I used to think, how could I ever stand all day?
Speaker 1: Those people must be crazy? And then I started doing it.
Speaker 1: Now when I sit, I'm like physically uncomfortable. I mean,
Speaker 1: I've had a standing desk for two weeks. Asked me
Speaker 1: how many times I stood? None? Say, maybe you just
Speaker 1: move your desk to you move your laptop to the couch, right,
Speaker 1: that's the move. No, I just hit the same and
Speaker 1: then my iPhone says, get up, and I love it anyway, Okay,
Speaker 1: give us one more. Um yeah, I don't even know
Speaker 1: if that counts as micro That might pinko too bold,
Speaker 1: But I think even making sure you move throughout the
Speaker 1: day is so key, um to how you feel. It's
Speaker 1: just like getting physical, it's actually just mentally how you feel. Totally. Um.
Speaker 1: I'm also very obsessed with the idea of really radicalizing
Speaker 1: your notifications and sort of everything that you do around
Speaker 1: your phone I've done. So we work with this guy
Speaker 1: Tristan Harris, who's a former Google design ethicist who recently
Speaker 1: gave a TED talk about how you know technology is
Speaker 1: hijacking humanity and this idea of how you know, we
Speaker 1: need technology that aligns with humanity and with people's interests
Speaker 1: instead of sort of sucking us in. It needs to
Speaker 1: give us value back. And you know, one of the
Speaker 1: things that he has really uh taught us all a
Speaker 1: lot about it at Thrive Global is this idea of
Speaker 1: changing up you know, your home screen, moving apps around,
Speaker 1: changing what notifications you have. I only have utility apps
Speaker 1: on my home screen. Um, so you know the apps
Speaker 1: that actually give you. There's a company called Moment that
Speaker 1: shows you the happiness level. It tracks your usage of
Speaker 1: of apps, but then it shows you happiness level compared
Speaker 1: to usage and utility apps. You know, things like Google Calendar, Ways,
Speaker 1: you know Uber things like that that get you something
Speaker 1: in return are actually the apps people are always the
Speaker 1: happiest with. Whereas social media. You know, as I said,
Speaker 1: the more time you spend, the worst you feel. So
Speaker 1: who else is doing content in the wellness space really well,
Speaker 1: you know, this is a great question. I would actually
Speaker 1: say that one of the most important things that I
Speaker 1: think we can do in the well being space is
Speaker 1: really changed this idea that it is soft and feminine
Speaker 1: um to something that it is about performance and well being.
Speaker 1: And that is really I mean, all of thrives about
Speaker 1: this idea that well being is directly impacting performance. So
Speaker 1: you know, how well you sleep, how well you feed yourself,
Speaker 1: how well you know, how well you do any of
Speaker 1: these things are directly impacting the person you are, both
Speaker 1: at work and at home. And so I would say, like,
Speaker 1: I think actually one of I mean, I think under
Speaker 1: Armer is doing fantastic things and and has in recent years.
Speaker 1: And I would say that one of the best things
Speaker 1: that I think that they did was changed the conversation
Speaker 1: around fitness and exercise to strength and movement. And that's
Speaker 1: one of the things that we're all about it at
Speaker 1: Thrive Global as this idea of movement into the conversation
Speaker 1: about standing desk. You know, whether it is just that
Speaker 1: you're you know, going out and walking around the block,
Speaker 1: or that you're standing up for five minutes, mean, whatever
Speaker 1: it is, we have to change the conversation around specifically
Speaker 1: I think toward women, this idea of fitness and exercise
Speaker 1: being thin and and you know that conversation has really
Speaker 1: expanded over the last few years, thankfully, But I so
Speaker 1: believe in this idea that that moving branding and messaging
Speaker 1: from an advertising perspective toward that broader conversation of what
Speaker 1: it means to be strong and what it means to
Speaker 1: move is such a critical change and I think Undermember
Speaker 1: has done a great job with that. How does that
Speaker 1: impact the brand partners that your work? Right, So, when
Speaker 1: a brand comes in and talks in the vein of
Speaker 1: what you would expect or perhaps um stereotypical and what
Speaker 1: you're just alluding to on the feminists or soft angle,
Speaker 1: are you educating and informing or you find that brands
Speaker 1: are actually coming getting the message and like I need
Speaker 1: to lean into this. Yes, So it's a great question.
Speaker 1: I mean, I would say that a lot of brands
Speaker 1: are really getting it. Um. You know, we're working with
Speaker 1: Quaker Oats around you know, we've had a year long
Speaker 1: partnership with them, uh since number thirty when we launched,
Speaker 1: and a big push of theirs is around nutrition and
Speaker 1: this idea of fuel, And um, I heard this great
Speaker 1: anecdote in a recent piece. I was reading about this
Speaker 1: idea of you know, if you knew that you could
Speaker 1: put gas into a car and that it would just
Speaker 1: you know, make it move, you do one thing. But
Speaker 1: if you knew that you could put you know, ultra
Speaker 1: gas into a car and you knew go two times
Speaker 1: as fast, you would obviously gas. And we don't apply
Speaker 1: those same standards to ourselves when it comes to things
Speaker 1: like nutrition or sleep or something. Is this something and
Speaker 1: all of the research because I'm sure you have um
Speaker 1: an enormous volume of it that is perceived as a
Speaker 1: female first issue. And knowing that that is the perception
Speaker 1: of market, how do you grow an audience, especially one
Speaker 1: that touches both male and female, and how are you
Speaker 1: kind of parlaying them to educate people. Yeah, so it's
Speaker 1: a great question because I would say, you know, absolutely
Speaker 1: the sort of wellness of the past was very much
Speaker 1: seen as a female topic. It was seeming soft and
Speaker 1: fluffy and like something that was an extracurricular activity. And
Speaker 1: I would say that the conversation is really changing, and
Speaker 1: I think, you know, I credit Ariana immensely with you know,
Speaker 1: what she has opened up around well being and around
Speaker 1: sleep and abound performance and just this idea that Alexa
Speaker 1: to your point, you know, permission granted. That's that's one
Speaker 1: of my favorite things that bethcom stuck in Linda, that
Speaker 1: you know, this idea of permission granted to be your
Speaker 1: best self in whatever aspect of your life at any
Speaker 1: time you need to be. And I think that one
Speaker 1: of the things that's so key is actually introducing new
Speaker 1: role models. And so that's where Laura to your point,
Speaker 1: you know, we bring in I mean, on launch day
Speaker 1: we had a piece from Jeff Basos on why he's
Speaker 1: getting eight hours of sleep is good for Amazon shareholders,
Speaker 1: and you know we bring in Yeah, and chit Berg,
Speaker 1: the CEO of Levi, is talking about, you know, just
Speaker 1: walking through the halls of the office, um, you know,
Speaker 1: wearing his workout clothes to make sure people see him
Speaker 1: going to work out, or putting his phone away when
Speaker 1: he gets home at night. And I think that it's
Speaker 1: so important to have both male and female voices representing
Speaker 1: this sort of new generation of new role models. It's
Speaker 1: normal to expect young people to go through the night.
Speaker 1: It's normal to expect them to show up on the weekends.
Speaker 1: They're suggesting is that that approach is a very old
Speaker 1: school in nature, and that as an industry we stand
Speaker 1: to lose if that's what we continue to drive. And
Speaker 1: I would say that from a lot of the millennials
Speaker 1: Alex and I talked to in this industry in particular, UM,
Speaker 1: it seems to be one that is they are driving
Speaker 1: that cultural change. You are seeing people doing yoga and
Speaker 1: the stand up desks and all this sort of thing.
Speaker 1: What do you see, um, from your vantage point in
Speaker 1: that chain, um, particularly in our world. Well, it's a
Speaker 1: great question. I mean, trust me, thriving doesn't mean chilling
Speaker 1: out under a mango tree and not working hard. It
Speaker 1: means working hard when it requires it. But it doesn't
Speaker 1: mean being on seven, you know, in in this kind
Speaker 1: of a culture that doesn't require it. And it also
Speaker 1: just means being more mindful around how you work with
Speaker 1: other people, because I think you know that sort of
Speaker 1: of one of the sort of other old adages of
Speaker 1: the past is this idea of like off my list
Speaker 1: on yours, which you know we all know that feeling.
Speaker 1: It's like that person who's emailing at three in the
Speaker 1: morning where it's like you don't need to respond. Of course,
Speaker 1: I don't expect you to respond at three in the morning,
Speaker 1: but I'm just getting it off my plate and dumping
Speaker 1: it into yours. Like Wow, that feels really collegial, doesn't it. Um?
Speaker 1: But I think that actually, what I think the future
Speaker 1: of work really looks like is a much more collaborative
Speaker 1: process around information sharing and information gathering. Because I believe
Speaker 1: that so much of what you're talking about, this idea
Speaker 1: of to stay ahead of the curve is the idea
Speaker 1: that you are the only person who can ever see
Speaker 1: the latest digit a article or whoever find that latest
Speaker 1: media post piece or whatever it is. But you know,
Speaker 1: I mean, whether it's a group slack room or you're
Speaker 1: sharing the latest links. Like, I so believe that experimentation, growth, innovation,
Speaker 1: and learning in this industry has to come through collective
Speaker 1: hive mind information sharing and discussion. So you can we
Speaker 1: like take a We're gonna take a left turn. Because
Speaker 1: so before you came to give me a fast one. Um,
Speaker 1: before you came to Thrive Global, you were at Timing.
Speaker 1: You created a whole new editorial platform for women called Motto.
Speaker 1: You have built audience from nothing. How do you build
Speaker 1: audience from nothing. You start by super serving a passionate audience.
Speaker 1: So you find a need and then you fill that hole,
Speaker 1: and those people become your ambassadors, and they become your community,
Speaker 1: and they become sort of the largest megaphone that you
Speaker 1: can have, because people who feel passionately about something are
Speaker 1: going to be driving so much of your continued success.
Speaker 1: And so I think you start in the beginning from
Speaker 1: super serving and I believe that, you know, the future
Speaker 1: is niche in a lot of ways. I mean, Thrive
Speaker 1: Global is a very broad you know, we are going
Speaker 1: very deep on what is a broad topic, but we
Speaker 1: believe that you have to super serve that one passion
Speaker 1: and then the rest will sort of trickle out from
Speaker 1: there because you do get into so many different topics
Speaker 1: that you may never have thought you'd be covering. So
Speaker 1: what you just said, because we talked about this so
Speaker 1: much in terms of um finding that passion, we're like,
Speaker 1: sign us up. We believe in, you know, the idea
Speaker 1: of super serving an audience. A lot of people in
Speaker 1: the traditional media space, Kelly might turn you and say
Speaker 1: you're pigeonholing yourself. You're limiting your ability to build audience
Speaker 1: in this industry is driven based on what do you
Speaker 1: say to them? Oh man, you know, I would say,
Speaker 1: I feel the days of spray and prey are are
Speaker 1: so over. I mean, I firmly believe that the livering
Speaker 1: value add you know, as we discussed earlier, attention time
Speaker 1: is so limited nowadays. I mean I think about and
Speaker 1: becoming absolutely and I think about things that I see
Speaker 1: that I call micro hates, which is like, you know,
Speaker 1: a clickbait article that then you just think, oh, like,
Speaker 1: I love micro I'm about to unfollow that brand, you know,
Speaker 1: like they do that one more time, And I will
Speaker 1: tell you that I think people's patients has become so low.
Speaker 1: If you do it, once you're gone, you're out of
Speaker 1: the feed, and then by the time people opt out
Speaker 1: of you, you have a real problem. And so I
Speaker 1: would say, you know, I believe that you will get
Speaker 1: more value out of someone who cares so deeply and
Speaker 1: so genuinely about your topic or your niche or your
Speaker 1: area than you ever will from you know, gazillions of
Speaker 1: drive by hitters who don't have any brand recognition for
Speaker 1: what you stand for. And I think that really matters.
Speaker 1: I mean, the feed, you know, whatever platform it's on,
Speaker 1: you know it's flying by these days. I mean you
Speaker 1: can barely tell who's who. And I think that having
Speaker 1: a clear voice and having a clear sense of what
Speaker 1: you stand for and what you will deliver is so key.
Speaker 1: If your audience knows, you know, oh, I'm really a
Speaker 1: thrive Global article or that's a thrive Global instagram like
Speaker 1: that to me feels so important. And in terms of
Speaker 1: you know, if you're an advertiser that I believe that
Speaker 1: the value you will get in return from that group
Speaker 1: is far better. So one thing I want to ask you,
Speaker 1: and we talked about this in the industry a lot,
Speaker 1: right Our industry is really fueled by creativity, and then
Speaker 1: you're talking about well being and it seems like this
Speaker 1: obvious connection. But have you guys seen or have Thrived
Speaker 1: on any research um or had people talk about how
Speaker 1: well being creativity or connected. Absolutely, I mean there's a
Speaker 1: ton of research out there directly connecting those two things.
Speaker 1: If you want to be your most creative, you want
Speaker 1: your brain firing on all cylinders, If you want to
Speaker 1: be able to ignite that creative spark within you, it
Speaker 1: absolutely has to be at your best. You know, you
Speaker 1: have to be functioning, uh physically, mentally, emotionally, spiritual, you know,
Speaker 1: whatever it is for you. It's all about being completely fueled.
Speaker 1: So it's just like all of those amazing strategy kids
Speaker 1: in their twenties and you know, copywriters and art directors
Speaker 1: and people who are like just cramming in this agency world,
Speaker 1: both on the media side and on the creative agency side.
Speaker 1: It just seems to like better put it down, put
Speaker 1: it down and walk away. Yeah, And I think that's
Speaker 1: absolutely what it is. It's about creating the space as
Speaker 1: well for creative thoughts. I mean, you cannot expect people
Speaker 1: to do their best work sitting at a desk all
Speaker 1: day staring at email totally only that. In fact, our
Speaker 1: best ideas, Laura and I, our best ideas came at
Speaker 1: night when we were just just jamping, like just just jamming, right,
Speaker 1: Like I was on the train going home and I
Speaker 1: was just listening to music and I was just letting
Speaker 1: my mind wander. Well, it's like having a moments in
Speaker 1: the shower, right. I mean, it's that idea of once
Speaker 1: you let your brain and your mind settle, you actually
Speaker 1: allow thoughts to come through. I have recess and freethink
Speaker 1: at work. But I think a lot of think a
Speaker 1: lot on the agency siet. I think a lot of
Speaker 1: people try to create that with like ping pong tables
Speaker 1: and blah blah blah and blah blah blah, but it's
Speaker 1: as a negative connotation. Oh those kids are over there
Speaker 1: playing ping pong instead of about freethinking exercises. It's more
Speaker 1: about looking cool or you know, looking creative, rather than
Speaker 1: actually infusing creativity via well being into your culture. The
Speaker 1: one thing that I've where I say, you know, forget
Speaker 1: that people say you've gone to niche is like the
Speaker 1: fact that well being penetrate societies and ways in which
Speaker 1: it can actually solve bigger societal issues. I eat in
Speaker 1: inner city schools, you see a lot of these videos
Speaker 1: popping up in your feed around kids doing meditation instead
Speaker 1: of going into detention and what that does for that
Speaker 1: child in terms of reflecting, taking a time out, relaxing,
Speaker 1: and then going back into the frame because who knows
Speaker 1: what all of the environmental factors are that solicited ex behavior.
Speaker 1: So do you see, you know, thrive going into those places.
Speaker 1: So so two key notes on this one the lead
Speaker 1: story of our right readefinding masculinity package was actually about
Speaker 1: the Mindful Masculinity Institute in Chicago that that's working specifically
Speaker 1: with Chicago boys sort of on these exact issues around
Speaker 1: masculinity and what it means growing up in Chicago. And UM.
Speaker 1: The other thing is we have the Thrive Foundation, and
Speaker 1: so the Thrive Foundation does trainings for nonprofits. We've worked
Speaker 1: with the mayors and the staffs and their staffs UM
Speaker 1: in Oakland and in Providence, we worked with the Global
Speaker 1: Citizens staff. But absolutely, and I think that this is
Speaker 1: such a key part of it is that you know,
Speaker 1: this message is meaningful to absolutely everyone. It has to
Speaker 1: be ubiquitous. This kind of knowledge is not something that
Speaker 1: can be shielded from people. It is information that is
Speaker 1: power and that really can change lives in such a
Speaker 1: meaningful way. So I absolutely I think that, you know,
Speaker 1: the democratization of this kind of education is absolutely key.
Speaker 1: I mean, if Lulu Lemon or Nike or someone wanted
Speaker 1: to do something, partner with Thrive Global, go into an
Speaker 1: inner city school and start teaching what human performance is
Speaker 1: really about, right mindfulness. Yeah, it's time, We're gonna do it.
Speaker 1: Cali Schwitzer, Yeah, you know the rules over here at
Speaker 1: door number one is killed. What would it be? What
Speaker 1: are you killing? So here? I'm killing interstitial ads with countdowns.
Speaker 1: I believe that Forbes actually would say with THEIRS, I'm
Speaker 1: just gonna say for yeah. But for some reason, I
Speaker 1: feel like the box to X out like the X
Speaker 1: where you need to close the ax like this is
Speaker 1: actually this you can find it, it's gone, it's invisible,
Speaker 1: it's global. Actually has a partnership opportunity with the I
Speaker 1: A B to teach ways to distress the advertising experience.
Speaker 1: I totally agree with that. Flip it. How can the
Speaker 1: advertising world still be structured but more creative? Hello, that's
Speaker 1: what the I B stands for, is like standards and advertising.
Speaker 1: But how can you still be creative? I think that's
Speaker 1: so key. I mean ideally, if you when you're thinking
Speaker 1: about content, you want and this is my little acronym,
Speaker 1: it's bad, but you want something that it's I thought
Speaker 1: it was bad I I e. A. It either informs, inspires, entertains,
Speaker 1: or activates. Right, But you don't want to activate in
Speaker 1: the sense of like agitates, right, you want like that's
Speaker 1: a different change and different men. Exactly what was that
Speaker 1: I I E A A Exactly Exactly? That's the bad
Speaker 1: a um, okay, and then what am I buying? So
Speaker 1: here's my question about buying. Am I buying for my
Speaker 1: personal usage? I did think about this? Or am I
Speaker 1: buying for like I'm bolting it on do whatever? The like?
Speaker 1: My hair? Like my hair? My hair? Juster says. I
Speaker 1: always say, oh, you know, like thanks to so and
Speaker 1: so for this hair? Is that girl, that's your hair?
Speaker 1: You bought it? Oh? I love that. I love that.
Speaker 1: That's great. So I don't know should I buy all
Speaker 1: of Google. I'm very obsessed with productivity, shortcuts and hacks
Speaker 1: within email products. So like, I'm obsessed with this one
Speaker 1: thing called follow up dot c C which allows you
Speaker 1: it's like boomerang and things like that, but it and
Speaker 1: and oh a new one that I'm newly obsessed with,
Speaker 1: which is called I think it's like show inbox, where
Speaker 1: basically it hides my inbox from me at all times,
Speaker 1: and it then I have to click show me my inbox,
Speaker 1: which then is like an active It keeps track of
Speaker 1: how many times I went in. So this morning, when
Speaker 1: you know I'd gone, I'd opened my inbox twenty times
Speaker 1: and been visible for two hours, I was like, huh
Speaker 1: is that like, what did I need to be in
Speaker 1: my inbox? Although not really like I was editing. I
Speaker 1: mean I didn't need to really be in my inbox,
Speaker 1: Like it makes me so much more mindful. And it
Speaker 1: does allow you to set times where either a it
Speaker 1: locks you out of your in box when ready, that's
Speaker 1: what it's called in box when ready. It does allow
Speaker 1: you to block yourself from your own inbox, So like
Speaker 1: a certain time at which I am no longer allowed
Speaker 1: to use my email, which I'm not going to set
Speaker 1: that because you know what I know, I know because
Speaker 1: it changes. But to um, you can also set like
Speaker 1: if I hit a certain number of times, it blocks
Speaker 1: me out, so you know. I just I love products
Speaker 1: like that. I love things that bring your attention to
Speaker 1: sort of the way in what you're doing, so I
Speaker 1: mean make you more mindful. And what am I killing? Oh? Perfect?
Speaker 1: Oh okay, I have an idea? Um okay. My idea
Speaker 1: is I believe that we have despite having Google. Um,
Speaker 1: I think we're missing kind of like still an information
Speaker 1: architecture or structure of the Internet. It's like remember tv Guide,
Speaker 1: Like nobody uses tv Guide anymore, and yet like I
Speaker 1: remember hearing on a podcast that one of the number
Speaker 1: one things searched on Hulu is Game of Thrones, and
Speaker 1: yet like people don't know that Game of Thrones isn't
Speaker 1: on Hulu because it's on HBO. Like I think we've
Speaker 1: sort of love everything has become so porous that everything
Speaker 1: is everything and therefore everything is nothing, and so I
Speaker 1: feel like we need a little bit more structure around
Speaker 1: what what and how to find good content and promise
Speaker 1: of personalization. Right And by the way, I just want
Speaker 1: to say people are searching for Game of Thrones on
Speaker 1: Hulu because Hulu search sucks and no one knows actually
Speaker 1: what's on Hulu. Hulu words love you, but fix it. Well, Callie,
Speaker 1: this has been one of the most therapeutic she looksedvived.
Speaker 1: She take come from the Jersey shore and um, look
Speaker 1: we we just you can come back anytime. You can
Speaker 1: come to my office, you can come to my house
Speaker 1: and the surface to be honest of like talking to
Speaker 1: you about out um thrive Global. But I think like
Speaker 1: what I love to have you come back and talk
Speaker 1: about is more about like a little bit media future
Speaker 1: and storyteller and really talk to us about where you
Speaker 1: think things are going. So you're coming episode Global. I
Speaker 1: R L Yeah, I love that. That would be great.
Speaker 1: Love that. So done, done and done so Kelli Schwitzer.
Speaker 1: Since you clearly know the format of the show, where
Speaker 1: do people find you? At? C Schwitz on all social media?
Speaker 1: I love or you can email me at Callie C
Speaker 1: A L L I E at Thrive Global dot com.
Speaker 1: Better be smart. Email the best Monday to come back
Speaker 1: to every long week. Thank you, hang with you, Thanks,
Speaker 1: thanks call five. So with that, I mean she's send
Speaker 1: us a bill for the cope. I don't really know
Speaker 1: she's gonna send you a bill for the cope. We're
Speaker 1: definitely gonna have Kelly happen to me. I think she
Speaker 1: should split it with me. We're definitely gonna do Ally's corners.
Speaker 1: But first we have thank you to our wonderful producer
Speaker 1: who is currently in the studio oming super Calm Camp.
Speaker 1: He is like unbelievably calm. I think it's because he's
Speaker 1: anesthetized himself to deal with us. But anyway, uh Andy Bowers,
Speaker 1: Thanks everybody. So all our friends and family and Panoply
Speaker 1: and everybody in Atlantia don't stop tweeting at us. We
Speaker 1: are having so much fun. Thanks everyone, we'll be back
Speaker 1: in two weeks. Within all new episodes m full disclosure.
Speaker 1: Our opinions are our own.