WEBVTT - Sleep Does a Body (and Brand) Good 0:00:00.120 --> 0:00:03.840 I'm off my game today. No, you're not. People are 0:00:03.840 --> 0:00:05.680 going to have to start making better content. I think 0:00:05.680 --> 0:00:07.160 we're gonna be talking about this for a long time. 0:00:07.240 --> 0:00:10.239 When you program for everyone, you program for no one. 0:00:10.280 --> 0:00:12.320 I think it's that we're purpose driven platform, like we're 0:00:12.360 --> 0:00:15.680 trying to get to substance. How was that? Are you 0:00:15.720 --> 0:00:19.239 happy with that? This is marketing therapy right now? It 0:00:19.520 --> 0:00:24.680 really is? What's up? I'm Laura Currency and I'm Alexa Kristen. 0:00:24.720 --> 0:00:28.200 Welcome back to ad landiyat episode fourteen. So we have 0:00:28.240 --> 0:00:31.840 special guests. We always have special guests, but this one. 0:00:31.920 --> 0:00:36.000 She's bright, she's shiny, She's super smart and articulate and thoughtful, 0:00:36.040 --> 0:00:37.959 and I feel like I could actually talk to her 0:00:38.000 --> 0:00:41.440 for days and still not kind of scratch the surface 0:00:41.479 --> 0:00:44.400 of what's going on in her mind. Kellie Schweitzer, So, 0:00:44.520 --> 0:00:47.599 Kelli Schwitzer is the chief Content Officer of Thrive Global, 0:00:48.040 --> 0:00:50.360 And originally we brought Kellie on the show today to 0:00:50.479 --> 0:00:53.400 interview her, but I felt like it was actually a therapy. So, 0:00:53.520 --> 0:00:54.959 I mean, you really did look like you were going 0:00:55.000 --> 0:00:58.000 through therapy. You were looking at her like preach to 0:00:58.040 --> 0:00:59.920 me and to me about what I need to do. 0:01:00.400 --> 0:01:02.480 We're gonna have Callie come back on and maybe do 0:01:02.600 --> 0:01:07.160 Callie's corner. She might have the first franchise Atlantia, but 0:01:07.560 --> 0:01:11.240 she's one of the most accomplished people I know, and 0:01:11.360 --> 0:01:15.080 she hustles her behind hustles and I think you know, 0:01:15.280 --> 0:01:19.200 we've spent the last thirteen episodes talking about how we 0:01:19.319 --> 0:01:25.080 change the ad industry, the ad model marketing differently. Um, 0:01:25.080 --> 0:01:27.839 but we're gonna take episode fourteen and make a sharp 0:01:28.080 --> 0:01:33.520 write and talk about how we change behavior as an industry, 0:01:33.560 --> 0:01:37.800 an industry and focused on well being. And so with that, 0:01:38.080 --> 0:01:41.080 we're going to talk to Callie Schweitzer, chief content officer 0:01:41.240 --> 0:01:55.200 Thrive Global. We'll be right back today we have a 0:01:55.280 --> 0:01:59.040 very special guest, Callie Schweitzer. She's the chief content officer 0:01:59.440 --> 0:02:02.200 of Thrive Globeall. So, Callie, welcome to the show. You're 0:02:02.200 --> 0:02:05.160 in Atlantia. Thanks for having me. Guys, thanks for coming. 0:02:05.400 --> 0:02:07.960 I'm such a fan. Are you honored to be here? 0:02:08.000 --> 0:02:13.400 What's your favorite episode? Obviously the Linda Boff episode number thirteen, 0:02:13.480 --> 0:02:15.960 mostly because I was really happy I wasn't number thirteen, 0:02:16.000 --> 0:02:20.480 because I feel like she's lucky Linda's and I can 0:02:20.560 --> 0:02:23.639 be fourteen eight Mile bof exactly right. So call Yes, 0:02:24.000 --> 0:02:28.239 you are the chief content officer of Thrive Global, and 0:02:29.240 --> 0:02:34.400 about what is Yeah. So, Thrive is Arianna Huffington's new 0:02:34.440 --> 0:02:36.800 health and well being company really focused on changing the 0:02:36.800 --> 0:02:39.840 way we work and live. Um. So I met Ariana 0:02:39.880 --> 0:02:43.120 actually a year ago this week, and I reread Thrive 0:02:43.200 --> 0:02:45.680 before I was meeting with her, and on page twenty 0:02:45.720 --> 0:02:48.200 three she says, you know, the workplace isn't working, and 0:02:48.240 --> 0:02:49.720 it's going to be women who change the way we 0:02:49.800 --> 0:02:51.560 work and live and men who thank us for it. 0:02:51.720 --> 0:02:54.359 And I was just like, I'm in, I'm doing it. 0:02:54.760 --> 0:02:57.720 And so I when I'm out with Arianna, I heard 0:02:57.720 --> 0:02:59.800 her vision for this company, which was really based on 0:02:59.840 --> 0:03:03.160 her book Thrive, followed by her book Sleep Revolution, and 0:03:03.919 --> 0:03:06.680 I just thought, this is a global movement that I 0:03:06.720 --> 0:03:08.200 want to be a part of. You know, the workplace 0:03:08.200 --> 0:03:10.520 really isn't working for anyone. I mean you look around 0:03:10.520 --> 0:03:13.359 at the number of people who are just completely burnt out. Um, 0:03:13.360 --> 0:03:17.240 it's an absolute epidemic. And there are so many issues 0:03:17.240 --> 0:03:19.400 that are not being dealt with and not being talked about. 0:03:19.440 --> 0:03:21.840 And so I saw this as an amazing opportunity to 0:03:21.919 --> 0:03:24.720 go get involved in a conversation that I'm really passionate about. 0:03:24.800 --> 0:03:29.840 And so we launched the company on November. Oh my gosh, 0:03:29.840 --> 0:03:32.160 happy Birthday. We had a launch party. I would have 0:03:32.200 --> 0:03:35.840 loved to have sound happy, but we'll have a special 0:03:35.840 --> 0:03:39.760 birthday party this year for you and wonderful perfect. And 0:03:39.800 --> 0:03:42.440 so we're really focused on on two things. One is 0:03:42.640 --> 0:03:46.000 corporate well being and two is our consumer platform. So 0:03:46.360 --> 0:03:49.760 corporate well being means going into companies, working with corporations 0:03:49.880 --> 0:03:53.480 ranging from Accenture to JP Morgan to Snap to uber 0:03:54.080 --> 0:03:57.720 uh to a Safari Calm, talking to their workforces, training 0:03:57.720 --> 0:04:01.440 them and these pillars of well being UM. And the 0:04:01.480 --> 0:04:04.000 other part is the consumer platform, which is really a 0:04:04.040 --> 0:04:06.520 public facing media platform that we're going to get both 0:04:06.520 --> 0:04:08.120 of you to write for. You have to answer our 0:04:08.160 --> 0:04:13.480 Thrive questionnaire and it's all about so I don't well, 0:04:13.520 --> 0:04:15.800 We're going to change that. We're going to change that. 0:04:16.400 --> 0:04:18.760 But it's the overarching mission of the company is to 0:04:18.880 --> 0:04:21.159 end the stress and burnout epidemic and to really offer 0:04:21.240 --> 0:04:25.440 people sustainable solutions. And it's so interesting because what Ariana 0:04:25.520 --> 0:04:28.400 found on her Thrive book tour was that everyone wanted 0:04:28.440 --> 0:04:31.240 to talk about sleep and this idea that we are 0:04:31.320 --> 0:04:35.440 running ourselves into the ground. And she has this amazing line, 0:04:35.480 --> 0:04:37.600 people are sick and tired of being sick and tired, 0:04:37.960 --> 0:04:39.640 and you think about it, it's so true. I mean 0:04:39.880 --> 0:04:41.640 that feeling that you have at the end of the day. 0:04:41.680 --> 0:04:43.919 You know, if you're just completely and utterly exhausted, you 0:04:44.000 --> 0:04:46.159 can't show up in every part of your life the 0:04:46.160 --> 0:04:48.640 way that you want to, whether it's for your family, 0:04:48.640 --> 0:04:51.600 whether it's for your friends, and so it really does matter, 0:04:51.680 --> 0:04:54.360 and its spills into everything that you're doing. And so 0:04:54.640 --> 0:04:57.520 giving people these sustainable solutions, you know, we think of 0:04:57.560 --> 0:04:59.880 ourselves as a behavior change platform. That is what we 0:05:00.120 --> 0:05:02.680 focused on, helping people go from knowing what to do 0:05:02.760 --> 0:05:04.800 to actually doing it. So if you're going to say, 0:05:05.000 --> 0:05:06.599 you know, I can't sleep, I'm going to turn to 0:05:06.600 --> 0:05:08.520 you and be like, no, no, you can. We're going 0:05:08.560 --> 0:05:11.080 to fix that. Um And and it's so important that 0:05:11.160 --> 0:05:14.080 we take content and make it into something that is actionable. 0:05:14.200 --> 0:05:18.160 How do you build content that actually leads people down 0:05:18.160 --> 0:05:20.200 that road that they can actually because I think a 0:05:20.200 --> 0:05:22.560 lot of people talk about wellness, right, A lot of 0:05:22.600 --> 0:05:26.040 people talk about taking time out, But I mean, looking 0:05:26.040 --> 0:05:29.800 around the table at three women who work their butts off, right, 0:05:31.320 --> 0:05:35.080 it doesn't. I can't actually understand that in my daily life, 0:05:35.120 --> 0:05:39.279 Like I have a really really hard time right about it, 0:05:39.279 --> 0:05:41.280 and I'll say, wow, that's so awesome and yeah, hey, 0:05:41.320 --> 0:05:44.680 and I like it. And how do you build content 0:05:44.760 --> 0:05:47.920 that really impacts? Yeah, So it's a great question because 0:05:47.960 --> 0:05:50.560 I think, you know, one of the challenges in the 0:05:50.600 --> 0:05:53.480 content world that large is this idea that everything is content. Now, 0:05:53.800 --> 0:05:57.480 anything that competes for your attention is content totally. And 0:05:57.839 --> 0:05:59.800 you know, when people say, you know, who are your competitors, 0:05:59.839 --> 0:06:03.520 I'm anything that wants your attention is our competitor because ultimately, 0:06:03.839 --> 0:06:06.479 you know, whether it's a push notification from Instagram or 0:06:06.520 --> 0:06:09.679 a dating app or Snapchat or you know, the weather news, 0:06:09.680 --> 0:06:12.200 you know, any of these things are all competing for time, 0:06:12.240 --> 0:06:14.479 which is a finite resource. And so I think that, 0:06:14.600 --> 0:06:16.240 I mean, one of the key things for us is 0:06:16.279 --> 0:06:19.279 really building that brand has to start from scratch and 0:06:19.320 --> 0:06:22.760 it has to have major value add in people's lives. 0:06:22.760 --> 0:06:25.320 And so it really is the going from knowing what 0:06:25.360 --> 0:06:28.040 to do to actually how to do it, and that 0:06:28.120 --> 0:06:31.239 starts with micro steps. So our whole behavior change platform 0:06:31.279 --> 0:06:33.520 is built around this idea of microsopt only eight seconds 0:06:33.520 --> 0:06:36.920 of attention. I think micro is so give our give 0:06:36.960 --> 0:06:40.240 our listeners, like giving your top three micro changes. So 0:06:40.440 --> 0:06:42.039 here's one. I mean, first of all, I don't sleep 0:06:42.080 --> 0:06:44.200 with my phone in my bedroom and that has made 0:06:44.200 --> 0:06:48.000 the biggest difference. So Arian and I will tell you 0:06:48.200 --> 0:06:49.880 it is life changing. Where do you put your phone? 0:06:49.960 --> 0:06:53.760 I leave it in my kitchen. Leave it in my kitchen, 0:06:53.800 --> 0:06:55.880 and it completely changes your day because when the first 0:06:55.920 --> 0:06:57.520 thing you do when you make up is not look 0:06:57.520 --> 0:06:59.599 at your phone and see the number of emails and 0:06:59.640 --> 0:07:02.600 text or bad push notifications about news or this or that, 0:07:02.640 --> 0:07:05.360 you know, it completely changes how you start your day. 0:07:05.600 --> 0:07:07.760 And so okay, you're gonna say, Okay, I can't do that, 0:07:07.800 --> 0:07:09.120 I have kids, I have this. What would I use 0:07:09.120 --> 0:07:12.400 from my alarm clock? Okay, we'll buy you a physical one. Um. 0:07:12.440 --> 0:07:15.360 But but the reality is, try it one night. See 0:07:15.360 --> 0:07:17.080 how you do. Can you do it? Can you spend 0:07:17.120 --> 0:07:20.000 thirty minutes before bed without your phone? You know, spend 0:07:20.000 --> 0:07:22.880 time away unplugging, watch TV without your phone. I mean, 0:07:23.120 --> 0:07:25.720 we have so become consumed by this idea that we 0:07:25.840 --> 0:07:28.320 must always be productive, and it's actually leading us to 0:07:28.360 --> 0:07:31.080 be less less productive. Al right, So put the phone 0:07:31.120 --> 0:07:34.200 down number one? What are your next two? You know, 0:07:34.240 --> 0:07:36.400 I will tell you I've become a standing desk person. 0:07:37.120 --> 0:07:39.400 I never would have thought that, but I will tell 0:07:39.400 --> 0:07:41.280 you that standing during the day as Are you kidding me? 0:07:41.320 --> 0:07:43.000 I look at you and I see a standing debt 0:07:43.480 --> 0:07:47.760 you so much damn energy? Are you kidding me? You know? 0:07:48.000 --> 0:07:50.280 I used to think, how could I ever stand all day? 0:07:50.320 --> 0:07:52.760 Those people must be crazy? And then I started doing it. 0:07:52.840 --> 0:07:55.080 Now when I sit, I'm like physically uncomfortable. I mean, 0:07:55.120 --> 0:07:56.760 I've had a standing desk for two weeks. Asked me 0:07:56.800 --> 0:08:02.680 how many times I stood? None? Say, maybe you just 0:08:02.760 --> 0:08:05.200 move your desk to you move your laptop to the couch, right, 0:08:05.240 --> 0:08:07.760 that's the move. No, I just hit the same and 0:08:07.840 --> 0:08:12.400 then my iPhone says, get up, and I love it anyway, Okay, 0:08:12.440 --> 0:08:14.120 give us one more. Um yeah, I don't even know 0:08:14.160 --> 0:08:16.360 if that counts as micro That might pinko too bold, 0:08:16.400 --> 0:08:19.600 But I think even making sure you move throughout the 0:08:19.680 --> 0:08:22.880 day is so key, um to how you feel. It's 0:08:23.360 --> 0:08:29.520 just like getting physical, it's actually just mentally how you feel. Totally. Um. 0:08:29.560 --> 0:08:35.319 I'm also very obsessed with the idea of really radicalizing 0:08:35.360 --> 0:08:38.160 your notifications and sort of everything that you do around 0:08:38.160 --> 0:08:41.640 your phone I've done. So we work with this guy 0:08:41.679 --> 0:08:44.320 Tristan Harris, who's a former Google design ethicist who recently 0:08:44.400 --> 0:08:47.679 gave a TED talk about how you know technology is 0:08:47.760 --> 0:08:50.200 hijacking humanity and this idea of how you know, we 0:08:50.240 --> 0:08:53.120 need technology that aligns with humanity and with people's interests 0:08:53.160 --> 0:08:55.360 instead of sort of sucking us in. It needs to 0:08:55.440 --> 0:08:58.280 give us value back. And you know, one of the 0:08:58.320 --> 0:09:01.200 things that he has really uh taught us all a 0:09:01.240 --> 0:09:03.520 lot about it at Thrive Global is this idea of 0:09:04.000 --> 0:09:06.440 changing up you know, your home screen, moving apps around, 0:09:06.559 --> 0:09:09.960 changing what notifications you have. I only have utility apps 0:09:10.000 --> 0:09:12.600 on my home screen. Um, so you know the apps 0:09:12.600 --> 0:09:15.240 that actually give you. There's a company called Moment that 0:09:15.320 --> 0:09:19.920 shows you the happiness level. It tracks your usage of 0:09:19.920 --> 0:09:22.680 of apps, but then it shows you happiness level compared 0:09:22.720 --> 0:09:26.400 to usage and utility apps. You know, things like Google Calendar, Ways, 0:09:26.800 --> 0:09:29.320 you know Uber things like that that get you something 0:09:29.400 --> 0:09:31.280 in return are actually the apps people are always the 0:09:31.280 --> 0:09:33.520 happiest with. Whereas social media. You know, as I said, 0:09:33.559 --> 0:09:35.200 the more time you spend, the worst you feel. So 0:09:35.240 --> 0:09:38.160 who else is doing content in the wellness space really well, 0:09:39.600 --> 0:09:41.240 you know, this is a great question. I would actually 0:09:41.240 --> 0:09:43.240 say that one of the most important things that I 0:09:43.240 --> 0:09:44.959 think we can do in the well being space is 0:09:45.000 --> 0:09:48.319 really changed this idea that it is soft and feminine 0:09:48.440 --> 0:09:51.640 um to something that it is about performance and well being. 0:09:51.840 --> 0:09:53.800 And that is really I mean, all of thrives about 0:09:53.800 --> 0:09:57.160 this idea that well being is directly impacting performance. So 0:09:57.480 --> 0:10:00.480 you know, how well you sleep, how well you feed yourself, 0:10:00.520 --> 0:10:02.040 how well you know, how well you do any of 0:10:02.080 --> 0:10:04.880 these things are directly impacting the person you are, both 0:10:04.920 --> 0:10:07.360 at work and at home. And so I would say, like, 0:10:07.600 --> 0:10:09.600 I think actually one of I mean, I think under 0:10:09.640 --> 0:10:12.360 Armer is doing fantastic things and and has in recent years. 0:10:12.360 --> 0:10:14.000 And I would say that one of the best things 0:10:14.080 --> 0:10:16.160 that I think that they did was changed the conversation 0:10:16.200 --> 0:10:19.600 around fitness and exercise to strength and movement. And that's 0:10:19.600 --> 0:10:21.080 one of the things that we're all about it at 0:10:21.080 --> 0:10:23.360 Thrive Global as this idea of movement into the conversation 0:10:23.400 --> 0:10:25.760 about standing desk. You know, whether it is just that 0:10:25.800 --> 0:10:27.920 you're you know, going out and walking around the block, 0:10:28.040 --> 0:10:30.800 or that you're standing up for five minutes, mean, whatever 0:10:30.840 --> 0:10:33.400 it is, we have to change the conversation around specifically 0:10:33.480 --> 0:10:36.439 I think toward women, this idea of fitness and exercise 0:10:36.480 --> 0:10:39.360 being thin and and you know that conversation has really 0:10:39.400 --> 0:10:42.640 expanded over the last few years, thankfully, But I so 0:10:42.760 --> 0:10:46.360 believe in this idea that that moving branding and messaging 0:10:46.440 --> 0:10:50.120 from an advertising perspective toward that broader conversation of what 0:10:50.160 --> 0:10:52.600 it means to be strong and what it means to 0:10:52.640 --> 0:10:55.679 move is such a critical change and I think Undermember 0:10:55.679 --> 0:10:57.560 has done a great job with that. How does that 0:10:57.640 --> 0:11:00.959 impact the brand partners that your work? Right, So, when 0:11:00.960 --> 0:11:03.679 a brand comes in and talks in the vein of 0:11:03.720 --> 0:11:07.160 what you would expect or perhaps um stereotypical and what 0:11:07.200 --> 0:11:09.840 you're just alluding to on the feminists or soft angle, 0:11:10.200 --> 0:11:13.120 are you educating and informing or you find that brands 0:11:13.120 --> 0:11:15.160 are actually coming getting the message and like I need 0:11:15.200 --> 0:11:17.400 to lean into this. Yes, So it's a great question. 0:11:17.440 --> 0:11:19.840 I mean, I would say that a lot of brands 0:11:19.880 --> 0:11:22.400 are really getting it. Um. You know, we're working with 0:11:22.480 --> 0:11:24.679 Quaker Oats around you know, we've had a year long 0:11:24.679 --> 0:11:27.680 partnership with them, uh since number thirty when we launched, 0:11:27.720 --> 0:11:29.840 and a big push of theirs is around nutrition and 0:11:29.840 --> 0:11:32.319 this idea of fuel, And um, I heard this great 0:11:32.360 --> 0:11:34.920 anecdote in a recent piece. I was reading about this 0:11:34.960 --> 0:11:37.680 idea of you know, if you knew that you could 0:11:37.720 --> 0:11:39.960 put gas into a car and that it would just 0:11:40.040 --> 0:11:42.440 you know, make it move, you do one thing. But 0:11:42.480 --> 0:11:44.400 if you knew that you could put you know, ultra 0:11:44.520 --> 0:11:46.920 gas into a car and you knew go two times 0:11:46.920 --> 0:11:50.360 as fast, you would obviously gas. And we don't apply 0:11:50.440 --> 0:11:53.200 those same standards to ourselves when it comes to things 0:11:53.240 --> 0:11:55.840 like nutrition or sleep or something. Is this something and 0:11:55.880 --> 0:11:59.080 all of the research because I'm sure you have um 0:11:59.120 --> 0:12:02.320 an enormous volume of it that is perceived as a 0:12:02.360 --> 0:12:06.079 female first issue. And knowing that that is the perception 0:12:06.120 --> 0:12:09.439 of market, how do you grow an audience, especially one 0:12:09.480 --> 0:12:11.720 that touches both male and female, and how are you 0:12:11.800 --> 0:12:14.800 kind of parlaying them to educate people. Yeah, so it's 0:12:14.800 --> 0:12:17.360 a great question because I would say, you know, absolutely 0:12:17.600 --> 0:12:20.560 the sort of wellness of the past was very much 0:12:20.559 --> 0:12:23.400 seen as a female topic. It was seeming soft and 0:12:23.440 --> 0:12:27.000 fluffy and like something that was an extracurricular activity. And 0:12:27.040 --> 0:12:29.440 I would say that the conversation is really changing, and 0:12:29.480 --> 0:12:32.160 I think, you know, I credit Ariana immensely with you know, 0:12:32.240 --> 0:12:34.320 what she has opened up around well being and around 0:12:34.360 --> 0:12:37.200 sleep and abound performance and just this idea that Alexa 0:12:37.240 --> 0:12:39.760 to your point, you know, permission granted. That's that's one 0:12:39.760 --> 0:12:42.959 of my favorite things that bethcom stuck in Linda, that 0:12:43.240 --> 0:12:45.400 you know, this idea of permission granted to be your 0:12:45.440 --> 0:12:48.400 best self in whatever aspect of your life at any 0:12:48.440 --> 0:12:51.480 time you need to be. And I think that one 0:12:51.520 --> 0:12:53.920 of the things that's so key is actually introducing new 0:12:54.000 --> 0:12:57.079 role models. And so that's where Laura to your point, 0:12:57.120 --> 0:12:59.120 you know, we bring in I mean, on launch day 0:12:59.120 --> 0:13:01.040 we had a piece from Jeff Basos on why he's 0:13:01.040 --> 0:13:03.559 getting eight hours of sleep is good for Amazon shareholders, 0:13:03.960 --> 0:13:07.000 and you know we bring in Yeah, and chit Berg, 0:13:07.040 --> 0:13:09.120 the CEO of Levi, is talking about, you know, just 0:13:09.240 --> 0:13:11.960 walking through the halls of the office, um, you know, 0:13:12.040 --> 0:13:14.520 wearing his workout clothes to make sure people see him 0:13:14.559 --> 0:13:17.079 going to work out, or putting his phone away when 0:13:17.120 --> 0:13:19.120 he gets home at night. And I think that it's 0:13:19.160 --> 0:13:22.559 so important to have both male and female voices representing 0:13:22.559 --> 0:13:25.320 this sort of new generation of new role models. It's 0:13:25.360 --> 0:13:30.480 normal to expect young people to go through the night. 0:13:30.640 --> 0:13:33.480 It's normal to expect them to show up on the weekends. 0:13:33.960 --> 0:13:37.440 They're suggesting is that that approach is a very old 0:13:37.440 --> 0:13:40.360 school in nature, and that as an industry we stand 0:13:40.400 --> 0:13:43.360 to lose if that's what we continue to drive. And 0:13:43.480 --> 0:13:45.320 I would say that from a lot of the millennials 0:13:45.360 --> 0:13:48.280 Alex and I talked to in this industry in particular, UM, 0:13:48.320 --> 0:13:51.200 it seems to be one that is they are driving 0:13:51.200 --> 0:13:53.720 that cultural change. You are seeing people doing yoga and 0:13:53.760 --> 0:13:55.559 the stand up desks and all this sort of thing. 0:13:55.840 --> 0:13:58.839 What do you see, um, from your vantage point in 0:13:58.880 --> 0:14:02.480 that chain, um, particularly in our world. Well, it's a 0:14:02.520 --> 0:14:05.880 great question. I mean, trust me, thriving doesn't mean chilling 0:14:05.880 --> 0:14:08.319 out under a mango tree and not working hard. It 0:14:08.400 --> 0:14:11.880 means working hard when it requires it. But it doesn't 0:14:11.920 --> 0:14:16.199 mean being on seven, you know, in in this kind 0:14:16.240 --> 0:14:18.920 of a culture that doesn't require it. And it also 0:14:19.040 --> 0:14:21.960 just means being more mindful around how you work with 0:14:22.000 --> 0:14:24.280 other people, because I think you know that sort of 0:14:24.280 --> 0:14:26.560 of one of the sort of other old adages of 0:14:26.560 --> 0:14:28.600 the past is this idea of like off my list 0:14:28.720 --> 0:14:31.160 on yours, which you know we all know that feeling. 0:14:31.160 --> 0:14:33.040 It's like that person who's emailing at three in the 0:14:33.040 --> 0:14:35.040 morning where it's like you don't need to respond. Of course, 0:14:35.040 --> 0:14:36.840 I don't expect you to respond at three in the morning, 0:14:36.840 --> 0:14:39.120 but I'm just getting it off my plate and dumping 0:14:39.120 --> 0:14:43.640 it into yours. Like Wow, that feels really collegial, doesn't it. Um? 0:14:43.680 --> 0:14:45.880 But I think that actually, what I think the future 0:14:46.000 --> 0:14:49.200 of work really looks like is a much more collaborative 0:14:49.240 --> 0:14:52.840 process around information sharing and information gathering. Because I believe 0:14:52.920 --> 0:14:55.280 that so much of what you're talking about, this idea 0:14:55.320 --> 0:14:57.160 of to stay ahead of the curve is the idea 0:14:57.240 --> 0:14:59.800 that you are the only person who can ever see 0:14:59.840 --> 0:15:02.720 the latest digit a article or whoever find that latest 0:15:02.760 --> 0:15:05.120 media post piece or whatever it is. But you know, 0:15:05.200 --> 0:15:07.600 I mean, whether it's a group slack room or you're 0:15:07.600 --> 0:15:12.760 sharing the latest links. Like, I so believe that experimentation, growth, innovation, 0:15:12.840 --> 0:15:16.600 and learning in this industry has to come through collective 0:15:16.840 --> 0:15:19.960 hive mind information sharing and discussion. So you can we 0:15:20.120 --> 0:15:22.240 like take a We're gonna take a left turn. Because 0:15:22.360 --> 0:15:27.360 so before you came to give me a fast one. Um, 0:15:28.440 --> 0:15:31.840 before you came to Thrive Global, you were at Timing. 0:15:32.280 --> 0:15:36.760 You created a whole new editorial platform for women called Motto. 0:15:37.320 --> 0:15:40.720 You have built audience from nothing. How do you build 0:15:40.760 --> 0:15:44.880 audience from nothing. You start by super serving a passionate audience. 0:15:45.080 --> 0:15:47.760 So you find a need and then you fill that hole, 0:15:48.040 --> 0:15:53.480 and those people become your ambassadors, and they become your community, 0:15:53.520 --> 0:15:56.000 and they become sort of the largest megaphone that you 0:15:56.040 --> 0:16:00.200 can have, because people who feel passionately about something are 0:16:00.240 --> 0:16:04.640 going to be driving so much of your continued success. 0:16:05.160 --> 0:16:08.240 And so I think you start in the beginning from 0:16:08.280 --> 0:16:11.320 super serving and I believe that, you know, the future 0:16:11.480 --> 0:16:13.560 is niche in a lot of ways. I mean, Thrive 0:16:13.600 --> 0:16:16.480 Global is a very broad you know, we are going 0:16:16.600 --> 0:16:19.760 very deep on what is a broad topic, but we 0:16:19.800 --> 0:16:23.600 believe that you have to super serve that one passion 0:16:23.880 --> 0:16:26.120 and then the rest will sort of trickle out from 0:16:26.120 --> 0:16:28.600 there because you do get into so many different topics 0:16:28.600 --> 0:16:30.600 that you may never have thought you'd be covering. So 0:16:30.640 --> 0:16:32.480 what you just said, because we talked about this so 0:16:32.600 --> 0:16:36.520 much in terms of um finding that passion, we're like, 0:16:36.600 --> 0:16:38.560 sign us up. We believe in, you know, the idea 0:16:38.600 --> 0:16:41.040 of super serving an audience. A lot of people in 0:16:41.080 --> 0:16:44.000 the traditional media space, Kelly might turn you and say 0:16:44.320 --> 0:16:48.400 you're pigeonholing yourself. You're limiting your ability to build audience 0:16:48.440 --> 0:16:51.120 in this industry is driven based on what do you 0:16:51.160 --> 0:16:54.000 say to them? Oh man, you know, I would say, 0:16:54.160 --> 0:16:56.400 I feel the days of spray and prey are are 0:16:56.480 --> 0:17:00.440 so over. I mean, I firmly believe that the livering 0:17:00.840 --> 0:17:04.399 value add you know, as we discussed earlier, attention time 0:17:04.480 --> 0:17:06.879 is so limited nowadays. I mean I think about and 0:17:06.920 --> 0:17:11.120 becoming absolutely and I think about things that I see 0:17:11.119 --> 0:17:13.040 that I call micro hates, which is like, you know, 0:17:13.320 --> 0:17:17.600 a clickbait article that then you just think, oh, like, 0:17:17.720 --> 0:17:21.119 I love micro I'm about to unfollow that brand, you know, 0:17:21.200 --> 0:17:23.200 like they do that one more time, And I will 0:17:23.240 --> 0:17:26.040 tell you that I think people's patients has become so low. 0:17:26.080 --> 0:17:28.199 If you do it, once you're gone, you're out of 0:17:28.200 --> 0:17:30.520 the feed, and then by the time people opt out 0:17:30.560 --> 0:17:32.879 of you, you have a real problem. And so I 0:17:32.920 --> 0:17:36.040 would say, you know, I believe that you will get 0:17:36.359 --> 0:17:39.719 more value out of someone who cares so deeply and 0:17:39.760 --> 0:17:42.800 so genuinely about your topic or your niche or your 0:17:42.880 --> 0:17:45.840 area than you ever will from you know, gazillions of 0:17:45.920 --> 0:17:49.399 drive by hitters who don't have any brand recognition for 0:17:49.440 --> 0:17:51.919 what you stand for. And I think that really matters. 0:17:51.920 --> 0:17:55.320 I mean, the feed, you know, whatever platform it's on, 0:17:55.400 --> 0:17:58.239 you know it's flying by these days. I mean you 0:17:58.280 --> 0:18:01.400 can barely tell who's who. And I think that having 0:18:01.480 --> 0:18:03.679 a clear voice and having a clear sense of what 0:18:03.760 --> 0:18:07.000 you stand for and what you will deliver is so key. 0:18:07.040 --> 0:18:09.680 If your audience knows, you know, oh, I'm really a 0:18:09.760 --> 0:18:12.159 thrive Global article or that's a thrive Global instagram like 0:18:12.600 --> 0:18:15.720 that to me feels so important. And in terms of 0:18:15.760 --> 0:18:18.479 you know, if you're an advertiser that I believe that 0:18:18.520 --> 0:18:21.199 the value you will get in return from that group 0:18:21.480 --> 0:18:24.200 is far better. So one thing I want to ask you, 0:18:24.240 --> 0:18:26.040 and we talked about this in the industry a lot, 0:18:26.160 --> 0:18:29.399 right Our industry is really fueled by creativity, and then 0:18:29.440 --> 0:18:32.199 you're talking about well being and it seems like this 0:18:32.320 --> 0:18:36.560 obvious connection. But have you guys seen or have Thrived 0:18:36.560 --> 0:18:40.080 on any research um or had people talk about how 0:18:40.119 --> 0:18:43.800 well being creativity or connected. Absolutely, I mean there's a 0:18:43.800 --> 0:18:46.440 ton of research out there directly connecting those two things. 0:18:46.520 --> 0:18:48.640 If you want to be your most creative, you want 0:18:48.640 --> 0:18:50.680 your brain firing on all cylinders, If you want to 0:18:50.720 --> 0:18:53.520 be able to ignite that creative spark within you, it 0:18:53.680 --> 0:18:56.119 absolutely has to be at your best. You know, you 0:18:56.160 --> 0:18:59.520 have to be functioning, uh physically, mentally, emotionally, spiritual, you know, 0:18:59.560 --> 0:19:02.800 whatever it is for you. It's all about being completely fueled. 0:19:03.000 --> 0:19:06.920 So it's just like all of those amazing strategy kids 0:19:07.000 --> 0:19:10.400 in their twenties and you know, copywriters and art directors 0:19:10.440 --> 0:19:13.840 and people who are like just cramming in this agency world, 0:19:13.960 --> 0:19:17.879 both on the media side and on the creative agency side. 0:19:18.520 --> 0:19:21.600 It just seems to like better put it down, put 0:19:21.640 --> 0:19:23.320 it down and walk away. Yeah, And I think that's 0:19:23.320 --> 0:19:25.800 absolutely what it is. It's about creating the space as 0:19:25.840 --> 0:19:28.920 well for creative thoughts. I mean, you cannot expect people 0:19:28.960 --> 0:19:30.840 to do their best work sitting at a desk all 0:19:30.920 --> 0:19:34.040 day staring at email totally only that. In fact, our 0:19:34.160 --> 0:19:38.680 best ideas, Laura and I, our best ideas came at 0:19:38.760 --> 0:19:43.280 night when we were just just jamping, like just just jamming, right, 0:19:43.280 --> 0:19:44.960 Like I was on the train going home and I 0:19:45.000 --> 0:19:46.440 was just listening to music and I was just letting 0:19:46.480 --> 0:19:48.720 my mind wander. Well, it's like having a moments in 0:19:48.720 --> 0:19:50.840 the shower, right. I mean, it's that idea of once 0:19:50.840 --> 0:19:53.720 you let your brain and your mind settle, you actually 0:19:53.800 --> 0:19:57.720 allow thoughts to come through. I have recess and freethink 0:19:57.760 --> 0:20:00.320 at work. But I think a lot of think a 0:20:00.320 --> 0:20:01.960