WEBVTT - Should curiosity be a new metric for leadership? 

0:00:00.080 --> 0:00:04.120
<v Speaker 1>I'm off my game today. People are going to have

0:00:04.160 --> 0:00:06.040
<v Speaker 1>to start making better content. I think we're gonna be

0:00:06.040 --> 0:00:08.080
<v Speaker 1>talking about this for a long time. When you program

0:00:08.280 --> 0:00:10.559
<v Speaker 1>for everyone, you program for no one. I think it's

0:00:10.560 --> 0:00:12.920
<v Speaker 1>that we're purpose driven platform, Like we're trying to get

0:00:12.960 --> 0:00:16.239
<v Speaker 1>to substance. How was that? Are you happy with that?

0:00:17.400 --> 0:00:28.400
<v Speaker 1>This is marketing therapy right now? It really is? What's up?

0:00:28.440 --> 0:00:30.960
<v Speaker 1>I'm Laura Currency and I'm Alexa Kristen. Welcome back to

0:00:31.000 --> 0:00:33.559
<v Speaker 1>at Landia. So one of the things Laura and I

0:00:33.640 --> 0:00:37.839
<v Speaker 1>have always talked about is why don't people just ask

0:00:38.000 --> 0:00:41.440
<v Speaker 1>more questions? Right? We are super obsessed with the why.

0:00:42.080 --> 0:00:44.040
<v Speaker 1>And I think a lot of the work that we

0:00:44.159 --> 0:00:46.840
<v Speaker 1>have focused on over the course of our time working

0:00:46.880 --> 0:00:49.800
<v Speaker 1>together and UM, the things that we always point to

0:00:49.840 --> 0:00:52.479
<v Speaker 1>and say, yes, that's the thing, has been what I

0:00:52.520 --> 0:00:56.440
<v Speaker 1>think bleeds into culture. And you can tell when people

0:00:56.520 --> 0:01:01.240
<v Speaker 1>really take their time with wrapping content next um and

0:01:01.280 --> 0:01:05.679
<v Speaker 1>putting work into the market that integrates seamlessly versus lives

0:01:05.720 --> 0:01:08.560
<v Speaker 1>adjacent to And I think as marketers we forget to

0:01:08.680 --> 0:01:12.280
<v Speaker 1>like kind of ask ourselves that question of like why

0:01:12.319 --> 0:01:16.800
<v Speaker 1>what motivates me? What right? What excites me? And putting

0:01:16.840 --> 0:01:19.800
<v Speaker 1>that into your work and actually asking questions about the work.

0:01:19.920 --> 0:01:21.679
<v Speaker 1>It's funny. I sit with a lot of people now

0:01:21.880 --> 0:01:25.480
<v Speaker 1>who are writing a lot of like marketing copy, and

0:01:25.520 --> 0:01:28.800
<v Speaker 1>I always ask, would you read this? Would you actually

0:01:28.840 --> 0:01:33.000
<v Speaker 1>read this? Great simple questions, simple question? And you want

0:01:33.040 --> 0:01:37.800
<v Speaker 1>the answer is how many times? No? They're like yeah, no,

0:01:38.480 --> 0:01:41.520
<v Speaker 1>I'm like, well, then we gotta go rewrite it. I mean,

0:01:41.560 --> 0:01:43.200
<v Speaker 1>two of the key things that I think we've heard

0:01:43.200 --> 0:01:45.280
<v Speaker 1>over the last few episodes, I think stemming back to

0:01:45.600 --> 0:01:48.360
<v Speaker 1>Josh Sternberg being on the show, Um, you know somebody

0:01:48.360 --> 0:01:51.320
<v Speaker 1>who's watching the market as as a reporter over ad week,

0:01:51.360 --> 0:01:53.800
<v Speaker 1>to you know, Cody and Mike Tongue, to young guys

0:01:53.800 --> 0:01:56.280
<v Speaker 1>who left the agency world to build their own thing. There,

0:01:56.360 --> 0:01:59.480
<v Speaker 1>there's these piecemeal signals right into the the biggest trends

0:01:59.480 --> 0:02:01.440
<v Speaker 1>that I think we're seeing our the idea of like

0:02:01.520 --> 0:02:03.400
<v Speaker 1>being able to bring your whole self to the table,

0:02:03.440 --> 0:02:06.960
<v Speaker 1>allowing all of the inputs and influences in your life

0:02:07.000 --> 0:02:11.320
<v Speaker 1>to affect your creativity and call that data by the way, right,

0:02:11.440 --> 0:02:14.880
<v Speaker 1>and then the other the other is really about asking

0:02:15.240 --> 0:02:18.680
<v Speaker 1>the simple questions, like questioning it, and I think what

0:02:18.680 --> 0:02:22.279
<v Speaker 1>we're going to hear from our next guest is allowing

0:02:22.360 --> 0:02:26.600
<v Speaker 1>yourself to imagine and allowing yourself to kind of like

0:02:26.720 --> 0:02:29.480
<v Speaker 1>go down the road where you start with a simple

0:02:29.560 --> 0:02:34.800
<v Speaker 1>question actually can lead to bigger and cooler and smarter

0:02:35.200 --> 0:02:40.440
<v Speaker 1>and more impactful work than it is. When we have

0:02:40.520 --> 0:02:43.639
<v Speaker 1>something in a nice little clean box that we've put together,

0:02:43.840 --> 0:02:46.519
<v Speaker 1>either whether it's a brief for a media plan or something,

0:02:46.919 --> 0:02:50.560
<v Speaker 1>ask what isn't there? Yeah, the blue sky thinking. We

0:02:50.600 --> 0:02:53.440
<v Speaker 1>can all talk about thinking this way, but it's really

0:02:53.520 --> 0:02:56.920
<v Speaker 1>about behavior. It's how we start training our brains. I

0:02:56.919 --> 0:02:59.520
<v Speaker 1>think our next guest, Brad Grossman, who is the founder

0:02:59.720 --> 0:03:04.680
<v Speaker 1>of zeit Guide, really has been training sea level executives

0:03:04.720 --> 0:03:08.320
<v Speaker 1>to think like a Hollywood producer, to dream, to let

0:03:08.360 --> 0:03:11.280
<v Speaker 1>their minds kind of go down and pull in a

0:03:11.320 --> 0:03:15.280
<v Speaker 1>ton of data, but use their gut and their heart

0:03:15.639 --> 0:03:18.960
<v Speaker 1>to lead them to what really makes sense. And my

0:03:19.040 --> 0:03:22.160
<v Speaker 1>hope is that that then trickles down through organizations because

0:03:22.200 --> 0:03:24.680
<v Speaker 1>I think some of these young people making these decisions

0:03:25.240 --> 0:03:29.560
<v Speaker 1>in the weeds are in search of those sorts of

0:03:29.560 --> 0:03:33.120
<v Speaker 1>inputs that go far beyond an index or a data

0:03:33.160 --> 0:03:35.800
<v Speaker 1>point or something. As Beth comp Stock has always said,

0:03:36.000 --> 0:03:39.080
<v Speaker 1>they feel like permissions granted. On that note, we'll be

0:03:39.160 --> 0:03:54.440
<v Speaker 1>right back and we're back in the studio with Brad Grossman,

0:03:54.680 --> 0:04:04.440
<v Speaker 1>the founder and CEO of Zeitguide, the oracle to the industry. Welcome. Wow, God,

0:04:05.440 --> 0:04:12.960
<v Speaker 1>I don't know who is the oracle to you? So where?

0:04:13.000 --> 0:04:14.960
<v Speaker 1>What is the zeit Guide and how did you become

0:04:15.040 --> 0:04:19.239
<v Speaker 1>the zeck Guide to the Zeitgeist? Okay? Zeke Guide means

0:04:19.320 --> 0:04:24.400
<v Speaker 1>guide to the Zeitgeist. Okay, Zeitgeist which many people don't know,

0:04:24.960 --> 0:04:27.800
<v Speaker 1>um what the real meaning is of it. But Zeitgeist

0:04:27.920 --> 0:04:30.720
<v Speaker 1>means spirit of the times in German. What the Zieguide

0:04:30.839 --> 0:04:34.000
<v Speaker 1>is is basically, we guide super busy executives on what

0:04:34.040 --> 0:04:38.000
<v Speaker 1>they need to know so that they can lead themselves

0:04:38.000 --> 0:04:42.440
<v Speaker 1>towards what's next. So you're the coach, the Zeitgeist coach. Yes, yes,

0:04:42.520 --> 0:04:44.800
<v Speaker 1>we guide them through our constantly changing culture so they're

0:04:44.839 --> 0:04:47.760
<v Speaker 1>best prepared for the future. Yeah. My brother is a

0:04:47.800 --> 0:04:49.960
<v Speaker 1>business guy, so he makes me kind of say that stuff.

0:04:51.880 --> 0:04:54.560
<v Speaker 1>He's one of my partners. Tell us because it's it's

0:04:54.560 --> 0:04:59.320
<v Speaker 1>an unlikely story about how Zeitguide and how you became

0:04:59.360 --> 0:05:04.440
<v Speaker 1>the zeit Guide coach for the Zeitgeist, and it has

0:05:04.480 --> 0:05:07.799
<v Speaker 1>to do with Hollywood. You were in Hollywood? Yes, Well,

0:05:08.040 --> 0:05:11.599
<v Speaker 1>to tell you the truth. UM. I started this company

0:05:11.720 --> 0:05:15.160
<v Speaker 1>after doing what I do now for other leaders and

0:05:15.520 --> 0:05:19.400
<v Speaker 1>helping them understand what's outside their company walls. I did

0:05:19.480 --> 0:05:22.760
<v Speaker 1>it for the Oscar Award winning and Emmy Award winning

0:05:22.760 --> 0:05:25.000
<v Speaker 1>producer Brian Grazer, who's a really good friend of yours.

0:05:25.200 --> 0:05:27.520
<v Speaker 1>That's a very good friend of mine. Yes, he produces

0:05:27.560 --> 0:05:29.560
<v Speaker 1>some stuff. And did you grow up together? How do

0:05:29.600 --> 0:05:33.000
<v Speaker 1>you know? Brian? Oh god, you're you're even going further back.

0:05:33.040 --> 0:05:35.800
<v Speaker 1>I actually was now that I'm like a tutor to

0:05:36.640 --> 0:05:40.560
<v Speaker 1>C suites, UM, C suite executives. UM. I was a

0:05:40.600 --> 0:05:43.600
<v Speaker 1>chemistry tutor to high school kids in Los Angeles and

0:05:43.640 --> 0:05:47.480
<v Speaker 1>it started this little tutoring company called Institutor. And then

0:05:47.520 --> 0:05:49.839
<v Speaker 1>one day I get a call from I feel like

0:05:49.880 --> 0:05:52.359
<v Speaker 1>there was like some logo on like a geo tracker.

0:05:52.720 --> 0:05:56.200
<v Speaker 1>It's like you're jamming through l A like it's the tutor.

0:05:56.440 --> 0:06:01.600
<v Speaker 1>It's so funny my logo that Yeah, well, I I

0:06:01.760 --> 0:06:05.840
<v Speaker 1>modeled after Charles and Charles meets the Nanny, right. So,

0:06:06.080 --> 0:06:08.560
<v Speaker 1>And I was a delight to you know, all the

0:06:08.640 --> 0:06:14.039
<v Speaker 1>parents of my clients, UM, who were students UM, who

0:06:14.080 --> 0:06:17.080
<v Speaker 1>happened to be from the Hollywood establishment. And yes, I

0:06:17.120 --> 0:06:21.600
<v Speaker 1>had this little Volkswagen convertible and my logo had me

0:06:21.760 --> 0:06:25.599
<v Speaker 1>and the convertible with sunglasses on with the horn honking

0:06:25.640 --> 0:06:29.400
<v Speaker 1>and said too too seriously, Oh how about that? The

0:06:29.800 --> 0:06:34.839
<v Speaker 1>great marketing was it? Totally was? Oh my god, I

0:06:34.880 --> 0:06:37.120
<v Speaker 1>so wanted that car in high school. But anyway, they

0:06:37.120 --> 0:06:40.799
<v Speaker 1>don't make it. They called it a cabrio then, yeah, cabrio. Yeah.

0:06:40.920 --> 0:06:44.120
<v Speaker 1>In what year was this? Two thousand two? I was

0:06:44.200 --> 0:06:48.360
<v Speaker 1>tutoring some of the sons and daughters of Brian Grazer's

0:06:48.440 --> 0:06:52.400
<v Speaker 1>friends and he heard about me. And after three years

0:06:52.400 --> 0:06:54.520
<v Speaker 1>of building this company, I get this phone call from

0:06:54.800 --> 0:06:57.840
<v Speaker 1>Brian Grazer's office and they're like, Hi, this is uh.

0:06:58.200 --> 0:07:00.359
<v Speaker 1>I think his assistant at that point was mc l Hi,

0:07:00.480 --> 0:07:04.560
<v Speaker 1>this is Miguel from Brian Grazer's office, and uh, I'd

0:07:04.600 --> 0:07:06.679
<v Speaker 1>love to set up a meeting between you and Brian Grazer.

0:07:06.760 --> 0:07:09.920
<v Speaker 1>And I'm like really, and you know, does he want

0:07:09.960 --> 0:07:12.720
<v Speaker 1>me to tutor his kid? And I said and and

0:07:12.720 --> 0:07:14.640
<v Speaker 1>they said no, he just wants to meet you. He

0:07:14.720 --> 0:07:17.280
<v Speaker 1>loves doing this thing, he loves meeting with interesting people

0:07:17.320 --> 0:07:21.480
<v Speaker 1>who are outside his UM industry, and he heard that

0:07:21.520 --> 0:07:25.560
<v Speaker 1>you're a great tutor and I'm like, wow, okay, well

0:07:25.600 --> 0:07:28.360
<v Speaker 1>I'll come in and see him. And so I walked

0:07:28.360 --> 0:07:31.640
<v Speaker 1>into his office and he's like, there's Brad Grossman, the

0:07:31.680 --> 0:07:34.480
<v Speaker 1>tutor to the stars. And I'm like, wow, that's that's

0:07:34.480 --> 0:07:36.840
<v Speaker 1>that's generous. And he's like, I don't want you to

0:07:36.880 --> 0:07:39.400
<v Speaker 1>tutor my daughter. I want you to tutor me. And

0:07:39.440 --> 0:07:42.400
<v Speaker 1>I'm like, in what you know? He's like, whoa, what

0:07:42.520 --> 0:07:45.680
<v Speaker 1>do you tutor? I'm like, I do calculus. I do chemistry.

0:07:45.760 --> 0:07:50.280
<v Speaker 1>He's like chemistry really, and he takes out this periodic

0:07:50.440 --> 0:07:55.840
<v Speaker 1>table from behind his sofa and that Oliver Sacks gave

0:07:55.960 --> 0:08:00.600
<v Speaker 1>him and I basically taught him with the oodic table.

0:08:00.680 --> 0:08:03.520
<v Speaker 1>Was you know, Brian was really awesome in the sense

0:08:03.600 --> 0:08:07.480
<v Speaker 1>that you know, he is a self proclaimed dyslexic and

0:08:07.520 --> 0:08:09.440
<v Speaker 1>he said that, you know, the only thing he learned

0:08:09.480 --> 0:08:11.920
<v Speaker 1>in school was that he couldn't learn in school, So

0:08:12.240 --> 0:08:16.280
<v Speaker 1>he wanted this kind of what's called a curiosity tutor

0:08:16.880 --> 0:08:19.920
<v Speaker 1>and just to kind of teach him about the world

0:08:20.120 --> 0:08:25.480
<v Speaker 1>and help him get outside the Hollywood bubble. Curiosity tutor.

0:08:25.560 --> 0:08:29.440
<v Speaker 1>That is so cool. Yeah, and everyone should have or

0:08:29.600 --> 0:08:35.000
<v Speaker 1>you should be your title for yeah, curiosity. How long

0:08:35.040 --> 0:08:38.120
<v Speaker 1>did you work with Brian Grays or tutoring him, being

0:08:38.200 --> 0:08:41.839
<v Speaker 1>the curiosity tutor the curiosity And was that like your

0:08:41.840 --> 0:08:45.360
<v Speaker 1>solo gig? It was solo gig, it was like my life.

0:08:45.440 --> 0:08:47.480
<v Speaker 1>I did it for five years. So how did you pivot?

0:08:47.520 --> 0:08:51.040
<v Speaker 1>Like what was the sort of moment You're like, done

0:08:51.080 --> 0:08:55.040
<v Speaker 1>this thing for five years? Like amazing opportunity, but there's

0:08:55.120 --> 0:08:57.360
<v Speaker 1>clearly something bigger that I could be doing here, Like

0:08:57.600 --> 0:09:00.040
<v Speaker 1>did you have a moment? Was it a lot and

0:09:00.120 --> 0:09:04.360
<v Speaker 1>drown out business plan? Like what was it? Two things?

0:09:05.240 --> 0:09:08.160
<v Speaker 1>One um, I didn't want to be a movie producer,

0:09:08.880 --> 0:09:12.800
<v Speaker 1>so and you know, so there was no reason for

0:09:12.840 --> 0:09:17.320
<v Speaker 1>me to stay in that position. I realized that I've

0:09:17.360 --> 0:09:22.040
<v Speaker 1>always had a career in terms of education, but educating

0:09:22.600 --> 0:09:24.960
<v Speaker 1>people in a way that inspires them. That's why I

0:09:24.960 --> 0:09:27.240
<v Speaker 1>call myself as a guy's coach instead of a tutor,

0:09:27.280 --> 0:09:29.560
<v Speaker 1>because like, I'm more of a coach, right, I didn't

0:09:29.600 --> 0:09:32.240
<v Speaker 1>call myself a chemistry tutor. I called myself an academic

0:09:32.280 --> 0:09:34.679
<v Speaker 1>coach because my job is to help you reach your

0:09:34.720 --> 0:09:38.440
<v Speaker 1>full potential. And I just thought that what I did

0:09:38.480 --> 0:09:41.080
<v Speaker 1>for Brian I could do for other people. At first,

0:09:41.280 --> 0:09:44.120
<v Speaker 1>I was meeting with a lot of people and telling

0:09:44.120 --> 0:09:46.200
<v Speaker 1>them what my idea was to work with people in

0:09:46.240 --> 0:09:49.959
<v Speaker 1>every single vertical so to speak. Um and they're like,

0:09:50.360 --> 0:09:53.040
<v Speaker 1>what are you kidding me? Like, go back to Hollywood,

0:09:53.080 --> 0:09:56.560
<v Speaker 1>that job doesn't exist. You went from and are going

0:09:56.679 --> 0:09:59.959
<v Speaker 1>from just giving people information to actually teaching them how

0:10:00.080 --> 0:10:04.240
<v Speaker 1>to think. Yes, right, so people are pulling you into

0:10:04.520 --> 0:10:10.080
<v Speaker 1>their organizations and you're actually teaching sea level executives how

0:10:10.160 --> 0:10:13.520
<v Speaker 1>to think and then how to train their teams to think.

0:10:13.840 --> 0:10:16.520
<v Speaker 1>They don't really have time to really sit and think

0:10:16.559 --> 0:10:22.160
<v Speaker 1>and brainstorm with the person who is outside of the

0:10:22.360 --> 0:10:25.319
<v Speaker 1>chaos let's I mean, let's you know, the chaos of

0:10:25.360 --> 0:10:28.120
<v Speaker 1>their daily lives and the chaos of the industry or

0:10:28.160 --> 0:10:34.400
<v Speaker 1>how their companies are being disrupted. You know, it's it's

0:10:34.440 --> 0:10:38.160
<v Speaker 1>they could strategize with the geniuses inside, and they could

0:10:38.240 --> 0:10:40.920
<v Speaker 1>hire a bunch of consultants to kind of come in

0:10:41.000 --> 0:10:43.880
<v Speaker 1>and advise them what to do, but very few of

0:10:43.920 --> 0:10:46.880
<v Speaker 1>them have the time to just kind of like think

0:10:46.960 --> 0:10:51.760
<v Speaker 1>like a science fiction writer with somebody who is very

0:10:51.880 --> 0:10:55.640
<v Speaker 1>multidisciplinary like me and my team. So what is curious?

0:10:55.679 --> 0:10:58.880
<v Speaker 1>So that's really interesting, like thinking like a science fiction

0:10:58.880 --> 0:11:02.400
<v Speaker 1>writer or a filmmaker creator, like I I got taught

0:11:02.400 --> 0:11:05.920
<v Speaker 1>how to think like a movie a movie producer right

0:11:05.960 --> 0:11:10.560
<v Speaker 1>in the movie business. And that's basically thinking in a

0:11:10.600 --> 0:11:14.440
<v Speaker 1>way that is so blue sky that anything can happen

0:11:14.679 --> 0:11:18.000
<v Speaker 1>from because they can't take. What we're realizing now is

0:11:18.040 --> 0:11:21.439
<v Speaker 1>that anything can happen. I mean, and anything that happens

0:11:21.520 --> 0:11:24.640
<v Speaker 1>now has more impact on the world and business than

0:11:24.679 --> 0:11:27.600
<v Speaker 1>anything that has ever happened before. It's any black swat

0:11:27.640 --> 0:11:30.640
<v Speaker 1>event that you know, everything is happening so quickly, and

0:11:30.679 --> 0:11:37.760
<v Speaker 1>we're so connected and at the core, media impacts culture, right,

0:11:38.120 --> 0:11:42.120
<v Speaker 1>and now that social media is causing more media to

0:11:42.160 --> 0:11:46.720
<v Speaker 1>be out there and connecting to more people, just more

0:11:46.800 --> 0:11:49.200
<v Speaker 1>things are happening that you never really thought that would

0:11:49.240 --> 0:11:53.720
<v Speaker 1>expect be expected at a much faster right. Right. So

0:11:53.960 --> 0:11:56.280
<v Speaker 1>things you just said are on media impacting culture, right.

0:11:56.280 --> 0:11:59.720
<v Speaker 1>So obviously is the show talking to brand marketers and

0:12:00.040 --> 0:12:03.720
<v Speaker 1>gency folk and creative types who are creating the messaging

0:12:03.760 --> 0:12:06.800
<v Speaker 1>that's it's adjacent to that media using that pipe to

0:12:06.880 --> 0:12:10.360
<v Speaker 1>disseminate you know, thoughts and provocations and and all the

0:12:10.400 --> 0:12:14.080
<v Speaker 1>things that we do as marketers. Um, is it fair

0:12:14.120 --> 0:12:16.360
<v Speaker 1>to say and and curious your take as as a

0:12:16.440 --> 0:12:22.560
<v Speaker 1>zeitgeist coach tutor guru. UM. The brands nowadays have more

0:12:22.720 --> 0:12:26.520
<v Speaker 1>or less influence in the market. We're seemingly consuming more

0:12:26.520 --> 0:12:29.240
<v Speaker 1>and more and more, But at the same time it

0:12:29.280 --> 0:12:34.480
<v Speaker 1>feels that consumers are equally skeptic. I think, well, I

0:12:34.480 --> 0:12:39.040
<v Speaker 1>think consumers have more power than ever before. Now more

0:12:39.160 --> 0:12:46.000
<v Speaker 1>than ever. Uh, consumers are shaping businesses UM because they're

0:12:46.040 --> 0:12:49.880
<v Speaker 1>just not gonna buy anything that you're you know that

0:12:49.880 --> 0:12:53.079
<v Speaker 1>that you're that they're selling to you unless they actually

0:12:53.120 --> 0:12:56.280
<v Speaker 1>want it. And there's so much information out there that

0:12:56.600 --> 0:12:59.600
<v Speaker 1>the brands don't have the direct Not only do they

0:12:59.600 --> 0:13:04.439
<v Speaker 1>not have the direct line to them, they also UM

0:13:04.520 --> 0:13:07.080
<v Speaker 1>their messaging is being crowded out by everything else that's

0:13:07.240 --> 0:13:11.680
<v Speaker 1>worked at Goldman Sachs, I've worked with Unilever, Disney, worked

0:13:11.679 --> 0:13:19.679
<v Speaker 1>with Fox, um Sony g E. S, beethcom Stock, I mean, Nickelodeon.

0:13:19.880 --> 0:13:23.360
<v Speaker 1>I've worked with What is the key to curiosity? Like,

0:13:23.480 --> 0:13:28.800
<v Speaker 1>how does a curious person behave no where you go

0:13:29.760 --> 0:13:35.800
<v Speaker 1>excited about learning, knowing that they don't know UM, not

0:13:36.040 --> 0:13:42.040
<v Speaker 1>going to the most obvious source for the answer, UM,

0:13:42.080 --> 0:13:45.959
<v Speaker 1>not even having direction sometimes and not even having a plan.

0:13:46.800 --> 0:13:49.120
<v Speaker 1>I tell my clients that they should just like have

0:13:49.360 --> 0:13:54.920
<v Speaker 1>one day, which is almost impossible. UM two, just go

0:13:55.040 --> 0:13:57.400
<v Speaker 1>on a learning journey. You know, what would that look

0:13:57.480 --> 0:14:04.319
<v Speaker 1>like for like Beth com Stock, Disney executive, what does

0:14:04.360 --> 0:14:08.120
<v Speaker 1>that look like? What I say that to them, is

0:14:08.160 --> 0:14:11.120
<v Speaker 1>that right on a piece of paper, every single question

0:14:11.200 --> 0:14:13.600
<v Speaker 1>that you've been having or been thinking about that you

0:14:13.600 --> 0:14:17.720
<v Speaker 1>don't really know the answer to. Um. That's one part

0:14:17.760 --> 0:14:20.000
<v Speaker 1>of the process. The other part of the process is,

0:14:20.680 --> 0:14:23.760
<v Speaker 1>you know, get all the material, all the emails, and

0:14:23.840 --> 0:14:26.920
<v Speaker 1>basically just see like what your gut is really you know,

0:14:27.080 --> 0:14:32.640
<v Speaker 1>connecting to Like I think we're all curious right now, subconsciously, right,

0:14:32.960 --> 0:14:36.000
<v Speaker 1>but I think you have to be curious consciously as well.

0:14:37.000 --> 0:14:38.720
<v Speaker 1>First of all, you have to admit that you don't

0:14:38.720 --> 0:14:41.960
<v Speaker 1>know something, and if you don't know something, you shouldn't

0:14:42.000 --> 0:14:44.000
<v Speaker 1>feel bad about it. You. I think we do a

0:14:44.040 --> 0:14:46.560
<v Speaker 1>lot in this industry. I think that we have a

0:14:46.560 --> 0:14:49.960
<v Speaker 1>lot of questions that we don't actually allow ourselves to ask.

0:14:50.400 --> 0:14:54.240
<v Speaker 1>Like you don't actually stop and say, I just I

0:14:54.320 --> 0:14:57.480
<v Speaker 1>have a question about that. Why doesn't that make sense?

0:14:57.880 --> 0:15:01.080
<v Speaker 1>I got this media plan? Like how many people have said, oh,

0:15:01.120 --> 0:15:02.960
<v Speaker 1>I got this media plan and someone says, well, what

0:15:03.000 --> 0:15:06.240
<v Speaker 1>about Dad? And they're like, I don't know. I don't

0:15:06.280 --> 0:15:10.280
<v Speaker 1>ask why. Well, I think that that's a tremendous uh

0:15:10.560 --> 0:15:14.120
<v Speaker 1>distinction in the marketplace of people focused on transactional media

0:15:14.240 --> 0:15:16.960
<v Speaker 1>versus creative media. And I think ultimately the end of

0:15:16.960 --> 0:15:19.480
<v Speaker 1>the day, people are judging things on face value, and

0:15:19.600 --> 0:15:23.720
<v Speaker 1>rate cards and things that have finite definitions are an

0:15:23.760 --> 0:15:25.960
<v Speaker 1>understanding of the way the market works. And then I

0:15:26.000 --> 0:15:30.000
<v Speaker 1>think the difference of other people's work is what you

0:15:30.080 --> 0:15:33.040
<v Speaker 1>just said, pushing back and saying that actually isn't finite,

0:15:33.120 --> 0:15:35.400
<v Speaker 1>like a rate card is the fucking finite, right, But

0:15:35.400 --> 0:15:38.080
<v Speaker 1>but I do think that that is a distinct difference.

0:15:38.200 --> 0:15:40.200
<v Speaker 1>What I think is interesting too, and I think it

0:15:40.280 --> 0:15:42.520
<v Speaker 1>is a sign of some of the leaders that I've

0:15:42.640 --> 0:15:46.480
<v Speaker 1>enjoyed are the people who know are comfortable knowing what

0:15:46.520 --> 0:15:49.760
<v Speaker 1>they don't know, and they surround themselves with people who

0:15:49.800 --> 0:15:52.480
<v Speaker 1>can help input those answers so that they can come

0:15:52.480 --> 0:15:55.960
<v Speaker 1>to a more informed decision. And I think seeing that offering,

0:15:55.960 --> 0:15:59.200
<v Speaker 1>it's it's interesting. Just as you're talking, I'm spending a

0:15:59.240 --> 0:16:01.880
<v Speaker 1>lot of time right now looking at tools and resources

0:16:01.880 --> 0:16:06.040
<v Speaker 1>and inputs that helped make us better marketers and specifically

0:16:06.080 --> 0:16:09.760
<v Speaker 1>better media planners. And frustrating thing is so many of

0:16:09.800 --> 0:16:14.040
<v Speaker 1>the tools and resources that are currently available do everything

0:16:14.120 --> 0:16:19.120
<v Speaker 1>but provide context and culture. And so I'm wondering if

0:16:19.280 --> 0:16:21.320
<v Speaker 1>you're not onto something. We also had Pierce Fox on

0:16:21.320 --> 0:16:23.840
<v Speaker 1>this show at PSFK, and you know, all of this

0:16:23.960 --> 0:16:26.480
<v Speaker 1>different trend spotting and these signals and the fact that

0:16:26.960 --> 0:16:29.840
<v Speaker 1>you know you're sort of contained right now in in

0:16:29.880 --> 0:16:32.600
<v Speaker 1>the c suite, Like I want to see the Zeke

0:16:32.680 --> 0:16:36.640
<v Speaker 1>coach unleashed to the area of the market where I

0:16:36.680 --> 0:16:39.320
<v Speaker 1>think it's so desperately needed. And that's the people making

0:16:39.360 --> 0:16:46.360
<v Speaker 1>some of these these daily decisions that companies are a

0:16:46.480 --> 0:16:49.920
<v Speaker 1>mass a lot of data, a lot, a lot, a lot,

0:16:49.960 --> 0:16:53.480
<v Speaker 1>a lot of data. Um. You know that they're going

0:16:53.520 --> 0:16:56.840
<v Speaker 1>to be starting to donate their data for good in

0:16:56.880 --> 0:17:01.400
<v Speaker 1>the like the United Nations. Any buddy who's researching the

0:17:01.440 --> 0:17:07.200
<v Speaker 1>impact of AIDS, of anything, frankly anything. I think it's

0:17:07.240 --> 0:17:10.960
<v Speaker 1>more about solving big global problems and where corporations could

0:17:11.080 --> 0:17:14.640
<v Speaker 1>use that data, um, not just to help their consumers,

0:17:14.680 --> 0:17:18.960
<v Speaker 1>but to help their consumers that are just citizens of

0:17:19.000 --> 0:17:23.879
<v Speaker 1>the world. So should we get into our game? Yes, Brad,

0:17:24.040 --> 0:17:27.640
<v Speaker 1>it's time kill by d I Y. If you could

0:17:27.720 --> 0:17:31.960
<v Speaker 1>kill anything, what would it be? Bullying and hate? But

0:17:32.040 --> 0:17:33.679
<v Speaker 1>I'm down with that. What would you buy if you

0:17:33.680 --> 0:17:38.280
<v Speaker 1>could buy anything love and peace? And what would you

0:17:38.320 --> 0:17:43.560
<v Speaker 1>do yourself that somebody else may be doing that? You

0:17:43.560 --> 0:17:50.480
<v Speaker 1>want to build a yoga instructor? Nice? Um so, Brad.

0:17:50.520 --> 0:17:52.480
<v Speaker 1>If people want to get in touch with you, ask

0:17:52.560 --> 0:17:55.280
<v Speaker 1>you more about the zekegeist, how do they get in

0:17:55.280 --> 0:17:58.119
<v Speaker 1>touch with you? They want to ask you about the

0:17:58.200 --> 0:18:03.159
<v Speaker 1>zeke geist and get your coaching? Yeah, um, well they

0:18:03.160 --> 0:18:06.560
<v Speaker 1>could go to zeitgut dot com. Um again zeke does

0:18:07.280 --> 0:18:10.000
<v Speaker 1>z e i t g u i d e um

0:18:10.080 --> 0:18:12.840
<v Speaker 1>ze meaning time in German to help you remember guide

0:18:12.880 --> 0:18:16.600
<v Speaker 1>like TV guide which you know doesn't existing or does it?

0:18:17.119 --> 0:18:21.520
<v Speaker 1>Um so zegui dot com And uh, I'm also at

0:18:21.560 --> 0:18:27.560
<v Speaker 1>bragg ro Well, Brad, thank you, thank you, thanks, This

0:18:27.640 --> 0:18:38.399
<v Speaker 1>is really fun. So thank you to Rad Grossman, the

0:18:38.560 --> 0:18:41.760
<v Speaker 1>CEO of Zagat. A big thanks to our family and friends,

0:18:41.760 --> 0:18:45.119
<v Speaker 1>the Panoply, Matt Turk, Andy Bower's Jacob Weisberg. Will be

0:18:45.119 --> 0:18:55.720
<v Speaker 1>back in two weeks see you at Landia. Full disclosure

0:18:55.720 --> 0:18:56.439
<v Speaker 1>our opinions are