1 00:00:04,000 --> 00:00:08,640 Speaker 1: Welcome to Possible Now Stories of Possibilities, the podcast where 2 00:00:08,640 --> 00:00:12,559 Speaker 1: we dive into the leadership frameworks, bold ideas, and personal 3 00:00:12,600 --> 00:00:19,400 Speaker 1: stories shaping the future of marketing, technology and leadership. Today's 4 00:00:19,400 --> 00:00:22,680 Speaker 1: episode is truly special for me because I get to 5 00:00:22,720 --> 00:00:25,880 Speaker 1: sit down with someone I not only deeply respect, but 6 00:00:26,040 --> 00:00:29,600 Speaker 1: also know personally, Ziad Anned, who is a twenty six 7 00:00:29,760 --> 00:00:34,360 Speaker 1: year old social entrepreneur, speaker and strategist and the head 8 00:00:34,400 --> 00:00:37,680 Speaker 1: of next Gen at UTA. He has been rewriting the 9 00:00:37,760 --> 00:00:40,960 Speaker 1: rules of how brands connect with culture ever since he 10 00:00:41,040 --> 00:00:44,680 Speaker 1: founded Jew Consulting as a teenager. He's been honored on 11 00:00:44,760 --> 00:00:48,720 Speaker 1: Forbes thirty Under thirty, selected as an Obama USA Leader, 12 00:00:48,960 --> 00:00:52,360 Speaker 1: and named one of the world's most influential ESG Leaders, 13 00:00:52,400 --> 00:00:56,640 Speaker 1: all before turning twenty seven. What inspires me most about 14 00:00:56,720 --> 00:00:59,959 Speaker 1: Ziad is not just the accolades, but his relentless come 15 00:01:00,000 --> 00:01:03,320 Speaker 1: comitment to giving gen Z a real seat at the 16 00:01:03,360 --> 00:01:06,880 Speaker 1: table and showing us all how the next generation is 17 00:01:06,920 --> 00:01:12,440 Speaker 1: reshaping creativity, culture and connection. In our conversation today, we 18 00:01:12,480 --> 00:01:15,559 Speaker 1: will talk about the lessons of entrepreneurship, what it means 19 00:01:15,640 --> 00:01:18,600 Speaker 1: to lead with purpose, and while the future of marketing 20 00:01:18,640 --> 00:01:22,560 Speaker 1: belongs to those who listen to and empower new voices. 21 00:01:23,360 --> 00:01:26,000 Speaker 1: This is not just the first episode of season two, 22 00:01:26,040 --> 00:01:28,959 Speaker 1: if possible, now, it's the perfect way to start with 23 00:01:29,040 --> 00:01:32,759 Speaker 1: an amazing leader, change maker, and a friend. So let's 24 00:01:32,800 --> 00:01:36,080 Speaker 1: get started and welcome a remarkable person and human being. 25 00:01:36,480 --> 00:01:36,680 Speaker 2: Zie. 26 00:01:36,800 --> 00:01:38,039 Speaker 1: I'm ed welcome, Zied. 27 00:01:38,959 --> 00:01:40,240 Speaker 3: Thank you so much, my friend. 28 00:01:40,280 --> 00:01:43,240 Speaker 2: That was a very generous introduction, much more so than 29 00:01:43,280 --> 00:01:46,520 Speaker 2: I deserve. And I am just grateful for your friendship 30 00:01:46,520 --> 00:01:49,720 Speaker 2: and your partnership and your leadership, and really excited to 31 00:01:49,760 --> 00:01:50,960 Speaker 2: be in conversation with you today. 32 00:01:51,240 --> 00:01:54,480 Speaker 1: Perfect. Perfect, Yeah, it's really As I said before, it's 33 00:01:54,480 --> 00:01:56,680 Speaker 1: so great to have you with us. We know each 34 00:01:56,720 --> 00:01:59,760 Speaker 1: other for a while, and I've told you before that 35 00:02:00,040 --> 00:02:03,120 Speaker 1: I've always been impressed not just by what you've built, 36 00:02:03,120 --> 00:02:07,520 Speaker 1: but by the energy and conviction you bring into every conversation. 37 00:02:07,880 --> 00:02:10,680 Speaker 1: So I would like to kick off today's talk a 38 00:02:10,720 --> 00:02:14,000 Speaker 1: bit talking about the person behind the profile. People know 39 00:02:14,080 --> 00:02:16,800 Speaker 1: you as a strategist and entrepreneur. As I said before, 40 00:02:17,160 --> 00:02:21,080 Speaker 1: but if we would spend a quite sunday with you, 41 00:02:21,480 --> 00:02:25,079 Speaker 1: what would surprise us most about how you recharge and 42 00:02:25,200 --> 00:02:26,160 Speaker 1: find inspiration. 43 00:02:26,760 --> 00:02:29,040 Speaker 2: I love that you went there first, so I guess 44 00:02:29,040 --> 00:02:31,520 Speaker 2: I'm perfect Sunday would be in London, even though I 45 00:02:31,560 --> 00:02:32,120 Speaker 2: live in New York. 46 00:02:32,120 --> 00:02:32,799 Speaker 3: Now I'm just kidding. 47 00:02:33,200 --> 00:02:36,040 Speaker 2: I'd love that you started with this question because something 48 00:02:36,040 --> 00:02:37,440 Speaker 2: I'm thinking about a lot, right. 49 00:02:37,520 --> 00:02:38,160 Speaker 3: I think that. 50 00:02:39,639 --> 00:02:43,800 Speaker 2: I'm obsessed with this idea that when the Industrial Revolution happened, 51 00:02:44,160 --> 00:02:46,320 Speaker 2: the idea was that we would have a three day 52 00:02:46,320 --> 00:02:50,120 Speaker 2: work week, right, that the innovation would buy us more leisure, 53 00:02:50,200 --> 00:02:52,200 Speaker 2: because the idea was that we worked to buy lesion. 54 00:02:52,240 --> 00:02:53,760 Speaker 2: If we were more efficient with our work, then we 55 00:02:53,760 --> 00:02:56,560 Speaker 2: would buy leisure. But as time has gone on, we 56 00:02:56,600 --> 00:02:59,880 Speaker 2: have embraced this notion of workism where we identify our 57 00:03:00,000 --> 00:03:01,880 Speaker 2: so I was buy our work, and therefore we no 58 00:03:02,000 --> 00:03:03,679 Speaker 2: longer buy leisure with our work. 59 00:03:03,680 --> 00:03:04,280 Speaker 3: In a lot of. 60 00:03:04,639 --> 00:03:07,760 Speaker 2: Highly ambitious circles, we work for the sake of working, right. 61 00:03:07,840 --> 00:03:11,200 Speaker 2: We work as a state of being, and I think 62 00:03:11,240 --> 00:03:13,480 Speaker 2: in certain moments I've certainly fallen a victim to that, 63 00:03:13,680 --> 00:03:16,840 Speaker 2: you know, mindset and psychology, because I do work a lot, right. 64 00:03:16,919 --> 00:03:19,079 Speaker 2: You don't start a company at sixteen and then sell 65 00:03:19,120 --> 00:03:22,639 Speaker 2: it by not working, I imagine. But I'm thinking a 66 00:03:22,680 --> 00:03:25,359 Speaker 2: lot about like now, especially post acquisition, like I work hard. 67 00:03:25,880 --> 00:03:27,120 Speaker 2: I love a lot of parts about what I do 68 00:03:27,200 --> 00:03:28,680 Speaker 2: but what am I buying with my leisure? 69 00:03:29,000 --> 00:03:29,160 Speaker 3: Right? 70 00:03:29,160 --> 00:03:31,080 Speaker 2: What am I buying from with that work? What leisure 71 00:03:31,080 --> 00:03:32,800 Speaker 2: am I buying? What do I want my life to 72 00:03:32,840 --> 00:03:36,120 Speaker 2: look like? Especially like I am four years out of 73 00:03:36,160 --> 00:03:40,560 Speaker 2: graduating college, I am an existential state of my twenties, 74 00:03:40,880 --> 00:03:43,160 Speaker 2: deciding who do I want to be and thinking a 75 00:03:43,200 --> 00:03:44,800 Speaker 2: lot about those question as to what brings me the 76 00:03:44,800 --> 00:03:50,600 Speaker 2: most joy. I guess like the truthful answer is television. 77 00:03:50,800 --> 00:03:54,000 Speaker 2: I love watching TV. I think of my life as 78 00:03:54,040 --> 00:03:57,200 Speaker 2: watching TV and everything being a break from TV. And like, 79 00:03:57,360 --> 00:04:01,000 Speaker 2: what a perfect Sunday looks like to me is binging 80 00:04:01,160 --> 00:04:04,160 Speaker 2: on the summer I turn pretty and then getting to 81 00:04:04,200 --> 00:04:06,480 Speaker 2: text all my friends about it to get their takes, 82 00:04:06,480 --> 00:04:10,280 Speaker 2: and posting on my Instagram close friends story about the 83 00:04:10,400 --> 00:04:13,560 Speaker 2: many ups and downs and plot twists of this season. 84 00:04:14,080 --> 00:04:16,360 Speaker 1: But it's obviously not hanging just on the beach or 85 00:04:16,560 --> 00:04:19,880 Speaker 1: strolling around the city. You do not differentiate between your 86 00:04:19,920 --> 00:04:22,200 Speaker 1: work and your private life, right, It's all one thing. 87 00:04:22,880 --> 00:04:24,279 Speaker 2: Content is one of the things where I allow myself 88 00:04:24,320 --> 00:04:26,360 Speaker 2: to really escape, which is why TV matters so much 89 00:04:26,400 --> 00:04:28,760 Speaker 2: to me, because it's like this is my escape, Like 90 00:04:28,960 --> 00:04:30,880 Speaker 2: I cannot think about my own problems for a minute, 91 00:04:30,920 --> 00:04:33,719 Speaker 2: I can think about somebody else's and I love disappearing 92 00:04:33,760 --> 00:04:35,599 Speaker 2: into content for moments in a time, but I like 93 00:04:35,600 --> 00:04:37,600 Speaker 2: connecting it back to my work for sure, and drawing 94 00:04:37,720 --> 00:04:39,640 Speaker 2: the connection, because so much of my job is knowing 95 00:04:39,640 --> 00:04:42,000 Speaker 2: what's hot in culture and then getting to create partnerships 96 00:04:42,040 --> 00:04:45,080 Speaker 2: within those spaces and within that talent for our brand clients. 97 00:04:45,120 --> 00:04:48,200 Speaker 2: But to your point, as I think about my twenties 98 00:04:48,200 --> 00:04:51,279 Speaker 2: in my adulthood, I want to prioritize rest more. I've 99 00:04:51,279 --> 00:04:54,000 Speaker 2: been working out more as of late, eating healthier right, 100 00:04:54,080 --> 00:04:56,120 Speaker 2: going on more bike rides the sake of going on 101 00:04:56,160 --> 00:04:58,960 Speaker 2: a bike ride, And I feel so much joy when 102 00:04:59,000 --> 00:05:00,920 Speaker 2: I'm city biking on a Sunda day on the West 103 00:05:00,960 --> 00:05:03,080 Speaker 2: Side Highway in New York City, and I want to 104 00:05:03,080 --> 00:05:05,159 Speaker 2: do that more. And I want to walk for the 105 00:05:05,160 --> 00:05:07,040 Speaker 2: sake of walking, and dance for the sake of dancing. 106 00:05:07,040 --> 00:05:09,200 Speaker 2: And I think that oftentimes when I think of what 107 00:05:09,200 --> 00:05:13,120 Speaker 2: my ideal world would look like, it looks like reading 108 00:05:13,120 --> 00:05:15,080 Speaker 2: for the sake of reading, and singing for the sake 109 00:05:15,120 --> 00:05:17,320 Speaker 2: of singing, and getting to just learn for. 110 00:05:17,279 --> 00:05:18,120 Speaker 3: The sake of learning. 111 00:05:18,160 --> 00:05:20,600 Speaker 2: And then I think to myself, Ah, that's what college 112 00:05:20,640 --> 00:05:23,839 Speaker 2: was supposed to be, right, but I was running a business. 113 00:05:23,920 --> 00:05:26,000 Speaker 2: We'll go to school, so I didn't approach college with 114 00:05:26,040 --> 00:05:29,040 Speaker 2: that mentality. Sometimes I regret that because if I think 115 00:05:29,040 --> 00:05:30,600 Speaker 2: about what I really want my life to look like, 116 00:05:30,640 --> 00:05:36,400 Speaker 2: it's just being surrounded by smart, empathetic people who challenge 117 00:05:36,480 --> 00:05:39,360 Speaker 2: me to be better and to get to just pursue 118 00:05:39,520 --> 00:05:42,840 Speaker 2: curiosity and creativity for the sake of curiosity and creativity 119 00:05:43,240 --> 00:05:45,160 Speaker 2: rather than necessarily for the sake of production. 120 00:05:45,800 --> 00:05:47,680 Speaker 1: I think that's a great strategy. And by the way, 121 00:05:47,720 --> 00:05:50,159 Speaker 1: if you want to be more active, continuesy and visit me, 122 00:05:50,360 --> 00:05:53,080 Speaker 1: because here can do all the crazy stuff in the world. 123 00:05:53,200 --> 00:05:55,919 Speaker 2: Right I love New Zealand. I love New Zealand. My 124 00:05:55,960 --> 00:05:57,440 Speaker 2: one of my best friends was in New Zealand. I've 125 00:05:57,440 --> 00:05:59,359 Speaker 2: spent my birth my birthday there one year and I 126 00:05:59,360 --> 00:06:00,240 Speaker 2: had the best time. 127 00:06:00,400 --> 00:06:03,160 Speaker 1: I didn't know that that you already visited this wonderful country. 128 00:06:03,480 --> 00:06:05,760 Speaker 1: You've mentioned of quote that you've founded. You've at the 129 00:06:05,800 --> 00:06:10,400 Speaker 1: age of sixteen, which is obviously an amazing and impressive decision. 130 00:06:11,040 --> 00:06:13,240 Speaker 1: What I would like to learn is what gave you 131 00:06:13,279 --> 00:06:16,799 Speaker 1: the courage to launch instead of just dream like most 132 00:06:16,800 --> 00:06:19,800 Speaker 1: of the others in being in this age, and have 133 00:06:19,880 --> 00:06:23,120 Speaker 1: you had a mentor who pushed you forward in a 134 00:06:23,160 --> 00:06:25,840 Speaker 1: positive way, or was it just all about you? Was 135 00:06:25,880 --> 00:06:26,920 Speaker 1: it your own thing? 136 00:06:27,360 --> 00:06:28,760 Speaker 3: It is certainly not just all about me. 137 00:06:29,279 --> 00:06:31,920 Speaker 2: I am only the sum and the result of so 138 00:06:32,160 --> 00:06:34,520 Speaker 2: many people showing me kindness in believing in me far 139 00:06:34,560 --> 00:06:38,400 Speaker 2: before I believed in myself, And none of my victories 140 00:06:38,600 --> 00:06:41,440 Speaker 2: or successes have been mine, right, but belong to all 141 00:06:41,480 --> 00:06:44,800 Speaker 2: of those people. I think we're all fundamentally a product 142 00:06:44,839 --> 00:06:47,800 Speaker 2: of our privilege and a product of our opportunity in 143 00:06:47,839 --> 00:06:51,920 Speaker 2: our circumstance. And I was profoundly privileged to be born 144 00:06:51,960 --> 00:06:54,000 Speaker 2: in Princeton, New Jersey, the greatest town on earth. 145 00:06:54,279 --> 00:06:57,400 Speaker 3: And to be born to my mother. And my mother. 146 00:06:58,760 --> 00:07:01,720 Speaker 2: Taught me that I can be whatever I wanted to be, 147 00:07:02,680 --> 00:07:05,720 Speaker 2: and raised me to be delusional, and I have been, 148 00:07:06,000 --> 00:07:09,000 Speaker 2: and I was right. I believed her, and so I 149 00:07:09,080 --> 00:07:12,800 Speaker 2: approached the world often with a sense of conviction and 150 00:07:12,840 --> 00:07:16,520 Speaker 2: confidence that she instilled in me. Juxtapposed that it's against 151 00:07:16,560 --> 00:07:18,840 Speaker 2: the difference that my sister has had and experience, because 152 00:07:18,840 --> 00:07:23,280 Speaker 2: they were raised with those same values of confidence, but 153 00:07:23,640 --> 00:07:26,480 Speaker 2: the world beat that out of them much sooner on. Yeah, right, 154 00:07:26,800 --> 00:07:29,920 Speaker 2: Whereas I was affirmed constantly with my teachers, and by 155 00:07:29,920 --> 00:07:32,320 Speaker 2: those around me being like, you're gonna be somebody and 156 00:07:32,360 --> 00:07:34,200 Speaker 2: go do the thing. And so I started a nonprofit 157 00:07:34,240 --> 00:07:36,960 Speaker 2: when I was in eighth grade because I was privileged 158 00:07:37,040 --> 00:07:38,760 Speaker 2: enough too, and I grew up in a situation where 159 00:07:38,840 --> 00:07:42,320 Speaker 2: that wasn't impossible. And I started a company when I 160 00:07:42,360 --> 00:07:45,680 Speaker 2: was sixteen because I felt pissed off that I found 161 00:07:45,720 --> 00:07:47,240 Speaker 2: myself in rooms There was the youngest person in the 162 00:07:47,280 --> 00:07:49,080 Speaker 2: room by two three decades, and people were speaking about 163 00:07:49,120 --> 00:07:51,360 Speaker 2: young people, but not to us by virtue of starting 164 00:07:51,360 --> 00:07:52,560 Speaker 2: my nonprofit, and I said, no, why I can do 165 00:07:52,640 --> 00:07:55,200 Speaker 2: something about this with my friends, I start started this company. 166 00:07:56,080 --> 00:07:57,640 Speaker 3: And in any of these cases, I think. 167 00:07:57,560 --> 00:07:59,600 Speaker 2: A lot of people might assume that there was a 168 00:07:59,640 --> 00:08:03,400 Speaker 2: lot of poster syndrome that then was provoked by starting 169 00:08:03,400 --> 00:08:05,080 Speaker 2: a nonprofit or a company or so young went to 170 00:08:05,160 --> 00:08:07,080 Speaker 2: the contrary, I found myself in a lot of rooms, 171 00:08:07,080 --> 00:08:10,840 Speaker 2: and I still had my mother's love and whispering in 172 00:08:10,840 --> 00:08:13,640 Speaker 2: my ear, saying no, you got this, And it wasn't Oh, 173 00:08:13,720 --> 00:08:17,240 Speaker 2: I don't belong in these rooms. My mindset was, I think, 174 00:08:17,280 --> 00:08:19,800 Speaker 2: actually a lot more of us belong in these rooms. Yeah, right, 175 00:08:20,000 --> 00:08:21,960 Speaker 2: Because I looked around and I saw nobody like me, 176 00:08:22,400 --> 00:08:24,920 Speaker 2: and I saw so many silly assumptions being made about 177 00:08:24,960 --> 00:08:26,800 Speaker 2: gen Z and about young people that made no sense 178 00:08:26,840 --> 00:08:29,280 Speaker 2: to me, and I felt uniquely inspired to start the 179 00:08:29,320 --> 00:08:31,400 Speaker 2: company and then to bring more of us into the conversation. 180 00:08:31,520 --> 00:08:34,320 Speaker 3: And ten years later I still shared that conviction just 181 00:08:34,360 --> 00:08:34,840 Speaker 3: as deeply. 182 00:08:35,480 --> 00:08:37,480 Speaker 1: I'm glad to hear that you know, and of course 183 00:08:37,520 --> 00:08:39,800 Speaker 1: I can only confirm that you know. It is so 184 00:08:39,960 --> 00:08:44,040 Speaker 1: beneficial and a huge privilege to have people whether in 185 00:08:44,080 --> 00:08:46,600 Speaker 1: your family own of course, or you meet on your way, 186 00:08:47,040 --> 00:08:49,760 Speaker 1: to support But at the end it comes down that yourself, 187 00:08:49,800 --> 00:08:51,240 Speaker 1: you have to make a decision, right, You have to 188 00:08:51,280 --> 00:08:53,560 Speaker 1: agree with some advice. You have to say, yeah, that's 189 00:08:53,760 --> 00:08:56,280 Speaker 1: what I want. Also, if you figure out at the 190 00:08:56,320 --> 00:08:59,520 Speaker 1: latter stage, well it wasn't maybe exactly what I wanted, 191 00:08:59,600 --> 00:09:02,560 Speaker 1: but that's worth what I mean, This is okay, right, 192 00:09:02,600 --> 00:09:04,360 Speaker 1: I mean to go through a door and maybe do 193 00:09:04,400 --> 00:09:07,280 Speaker 1: a step back and then use another door instead. I 194 00:09:07,280 --> 00:09:09,480 Speaker 1: think that's the best advice we can give to everybody 195 00:09:09,480 --> 00:09:11,719 Speaker 1: else in a similar situation. But it's important to have 196 00:09:11,800 --> 00:09:14,840 Speaker 1: people surrounding you and support you. And I think it's 197 00:09:14,880 --> 00:09:17,199 Speaker 1: still the case, right, It's still the case in your situation. 198 00:09:17,320 --> 00:09:21,000 Speaker 1: Also now you've mentioned the acquisition by UTA, which was 199 00:09:21,120 --> 00:09:24,840 Speaker 1: another huge turning point obviously recently last year. I think, yeah, 200 00:09:25,000 --> 00:09:27,000 Speaker 1: so let's talk about this for a couple of minutes. 201 00:09:27,440 --> 00:09:29,920 Speaker 1: What was the big learning after a year now or 202 00:09:30,040 --> 00:09:31,720 Speaker 1: a bit more than a year, what was the biggest 203 00:09:31,800 --> 00:09:34,440 Speaker 1: learning for yourself but also for your team as a 204 00:09:34,440 --> 00:09:37,840 Speaker 1: startup to join such a big corporation. 205 00:09:37,840 --> 00:09:39,680 Speaker 2: It's been a dream come true for us, right, Like 206 00:09:39,679 --> 00:09:41,720 Speaker 2: I started this company I was sixteen in my high 207 00:09:41,720 --> 00:09:44,800 Speaker 2: school bedroom, and I never thought that I'd be doing 208 00:09:44,800 --> 00:09:48,360 Speaker 2: this full time, let alone start hiring full time employees 209 00:09:48,360 --> 00:09:50,720 Speaker 2: when I was in college, and then graduate and grow 210 00:09:50,760 --> 00:09:52,800 Speaker 2: this company to what it became that's probably twenty nine 211 00:09:52,840 --> 00:09:55,040 Speaker 2: called the largest most popular gen Z agency, and then 212 00:09:55,400 --> 00:09:59,400 Speaker 2: ultimately get acquired by a company that is so massively 213 00:09:59,400 --> 00:10:02,560 Speaker 2: influential scale across this globe, right, a company like you know, 214 00:10:02,640 --> 00:10:04,959 Speaker 2: a talent agency that's it's so squarely at the epicenter 215 00:10:05,000 --> 00:10:07,760 Speaker 2: of culture. And I feel uniquely privileged to now be 216 00:10:07,880 --> 00:10:11,120 Speaker 2: here and to sit inside of this organization. Which whatever 217 00:10:11,240 --> 00:10:14,040 Speaker 2: story you're looking at in culture, UTA has some role 218 00:10:14,040 --> 00:10:17,240 Speaker 2: in it, right, whether it's on the big screen or 219 00:10:17,320 --> 00:10:19,800 Speaker 2: book you're reading, or on the news channel right or 220 00:10:19,800 --> 00:10:22,480 Speaker 2: on the sports field. UTA is in all of these domains, 221 00:10:22,520 --> 00:10:25,680 Speaker 2: and I think my theory of change right has always 222 00:10:25,720 --> 00:10:27,839 Speaker 2: been that I believe the more divers young people need 223 00:10:27,840 --> 00:10:29,359 Speaker 2: to set at the table, but disproportionately. 224 00:10:29,400 --> 00:10:31,240 Speaker 3: And Christian and I know each other. You and I 225 00:10:31,280 --> 00:10:32,440 Speaker 3: know each other because. 226 00:10:32,920 --> 00:10:35,520 Speaker 2: I've been, as you know, vary network in the marketing 227 00:10:35,520 --> 00:10:38,400 Speaker 2: and advertising world. That is the world in which I've 228 00:10:38,400 --> 00:10:41,120 Speaker 2: been effective at getting more young people that have stated 229 00:10:41,120 --> 00:10:43,280 Speaker 2: at the table. Of course we've dabbled in politics and 230 00:10:43,400 --> 00:10:46,120 Speaker 2: other domains and whatnot, but dispportment where I spend my 231 00:10:46,200 --> 00:10:49,360 Speaker 2: time and being at UTA in the world of media 232 00:10:49,360 --> 00:10:52,760 Speaker 2: and entertainment now. But I think we're really coming to 233 00:10:52,840 --> 00:10:56,880 Speaker 2: understand is the value of being that much closer to 234 00:10:56,920 --> 00:10:59,440 Speaker 2: the storytellers that architect. A lot of the culture that 235 00:10:59,440 --> 00:11:04,120 Speaker 2: we're interfed with advertising is oftentimes responding to the culture 236 00:11:04,240 --> 00:11:06,840 Speaker 2: that a musician or that an athlete, or that a 237 00:11:06,840 --> 00:11:09,880 Speaker 2: filmmaker or that a writer is creating. And I think 238 00:11:09,880 --> 00:11:13,520 Speaker 2: what's been really beautiful. And we were intentional about choosing 239 00:11:13,640 --> 00:11:16,840 Speaker 2: UTA as our acquirer vis the other potential opportunities that 240 00:11:16,880 --> 00:11:19,600 Speaker 2: we had at holds closer otherwise because we believe in 241 00:11:19,600 --> 00:11:22,640 Speaker 2: this theory of change that we shouldn't be interrupting someone's entertainment, 242 00:11:22,640 --> 00:11:25,360 Speaker 2: we should be integrating into someone's entertainment. And I think 243 00:11:25,360 --> 00:11:28,199 Speaker 2: what we've learned here is just how powerful that proposition 244 00:11:28,320 --> 00:11:29,240 Speaker 2: can be. 245 00:11:29,240 --> 00:11:30,240 Speaker 3: Because we get. 246 00:11:30,120 --> 00:11:31,959 Speaker 2: An email and they love you know, it's not my 247 00:11:32,000 --> 00:11:34,280 Speaker 2: favorite thing about this company, but they love Outlook. We 248 00:11:34,320 --> 00:11:37,600 Speaker 2: miss our Gmail, but we've adjusted to Outlook. They love 249 00:11:37,640 --> 00:11:40,840 Speaker 2: Outlook here, and they'll email the whole company. Someone'll email 250 00:11:40,880 --> 00:11:43,200 Speaker 2: the whole company and be like, I had this amazing 251 00:11:43,240 --> 00:11:47,480 Speaker 2: meeting with this extraordinary producer doing this amazing thing, and 252 00:11:47,520 --> 00:11:49,920 Speaker 2: you're like, wait, actually it's about a garden. I had 253 00:11:49,920 --> 00:11:52,840 Speaker 2: this client who's obsessed with Oh my, we should make 254 00:11:52,840 --> 00:11:55,800 Speaker 2: a connection and we can broker partnerships that we never 255 00:11:55,840 --> 00:11:59,000 Speaker 2: could have pulled off before. And so getting to understand 256 00:11:59,040 --> 00:12:02,040 Speaker 2: that ecosystem and plug into it has been really valuable. 257 00:12:02,600 --> 00:12:05,280 Speaker 3: And the business is doing well, you know, and our 258 00:12:05,360 --> 00:12:06,120 Speaker 3: Visitas is doing well. 259 00:12:06,200 --> 00:12:08,120 Speaker 2: U team marketing is doing well, and we've been able 260 00:12:08,200 --> 00:12:11,520 Speaker 2: to also prove to ourselves right that we had this 261 00:12:11,600 --> 00:12:14,440 Speaker 2: amazing run as an independent company, and we've got to 262 00:12:14,520 --> 00:12:16,839 Speaker 2: prove what we were capable of as a team of 263 00:12:16,920 --> 00:12:18,760 Speaker 2: diverse young people who had never done this before and 264 00:12:18,840 --> 00:12:20,800 Speaker 2: were rewriting a lot of the rules as we go, 265 00:12:21,400 --> 00:12:24,160 Speaker 2: but also being successful within somebody else's rules. It's a 266 00:12:24,200 --> 00:12:27,320 Speaker 2: whole different ballgame. And proving that we can do that too, 267 00:12:27,920 --> 00:12:30,640 Speaker 2: I think has been really validating right in so far 268 00:12:30,720 --> 00:12:34,920 Speaker 2: as proving that what we were doing having diverse young 269 00:12:34,960 --> 00:12:39,920 Speaker 2: people lead right, doing things differently, prioritizing a community for 270 00:12:40,080 --> 00:12:45,359 Speaker 2: social first impact first model can also work within existing organizations. 271 00:12:45,480 --> 00:12:48,800 Speaker 2: I think is really a powerful learning for the industry 272 00:12:49,120 --> 00:12:52,320 Speaker 2: to say, hey, wait, if the odd can do this 273 00:12:52,320 --> 00:12:53,679 Speaker 2: within U team, maybe we can do this with an 274 00:12:53,800 --> 00:12:56,000 Speaker 2: organization too, and promote more diverse young people to take 275 00:12:56,000 --> 00:12:57,079 Speaker 2: on more leadership. 276 00:12:56,720 --> 00:12:57,640 Speaker 3: And to do things differently. 277 00:12:58,000 --> 00:13:00,400 Speaker 2: And I think that's a really cool model that hopefully 278 00:13:00,400 --> 00:13:01,920 Speaker 2: getting to prove to the market. 279 00:13:02,160 --> 00:13:05,400 Speaker 1: So obviously a dream came true. But what doesn't mean 280 00:13:05,440 --> 00:13:07,600 Speaker 1: for you personally? I mean, you're leading a team of 281 00:13:07,679 --> 00:13:09,120 Speaker 1: how many people these days? 282 00:13:09,120 --> 00:13:11,160 Speaker 3: I've like twenty folks on my team. There are full 283 00:13:11,160 --> 00:13:11,959 Speaker 3: time folks. 284 00:13:11,720 --> 00:13:14,160 Speaker 1: Yeah, and I assume it's growing over the time. And 285 00:13:15,320 --> 00:13:17,680 Speaker 1: what did change most for you personally? Do you still 286 00:13:17,720 --> 00:13:21,000 Speaker 1: feel that you can focus on why you started this 287 00:13:21,040 --> 00:13:23,760 Speaker 1: whole thing? Years ago. Do you feel you can still 288 00:13:23,760 --> 00:13:27,320 Speaker 1: do it and are support was additional opportunities or do 289 00:13:27,400 --> 00:13:29,960 Speaker 1: you feel sometimes all right, I know it'll be stuck 290 00:13:30,000 --> 00:13:31,400 Speaker 1: in all this corporate stuff here. 291 00:13:32,200 --> 00:13:35,680 Speaker 2: Look, of course, is there more red tape and bureaucras 292 00:13:35,679 --> 00:13:38,640 Speaker 2: to get a company of thousands than there was that 293 00:13:39,240 --> 00:13:42,880 Speaker 2: my small company, of course, right? And am I adjusting 294 00:13:42,920 --> 00:13:43,760 Speaker 2: to that in some ways? 295 00:13:43,800 --> 00:13:44,240 Speaker 3: Of course? 296 00:13:44,559 --> 00:13:47,000 Speaker 2: I started the company in twenty sixteen, we sold in 297 00:13:47,200 --> 00:13:50,760 Speaker 2: twenty twenty four, So for eight years, right, every decision 298 00:13:50,800 --> 00:13:55,120 Speaker 2: was my decision, and we never had outside investment, right like, 299 00:13:55,559 --> 00:13:59,679 Speaker 2: we were an independent, truly autonomous organization, and I value 300 00:14:00,080 --> 00:14:02,720 Speaker 2: right that freedom and agency that we had. And so 301 00:14:02,760 --> 00:14:05,400 Speaker 2: of course there are moments where like, damn, you know. 302 00:14:05,600 --> 00:14:06,800 Speaker 3: I wish that could be my decision. 303 00:14:06,840 --> 00:14:11,160 Speaker 2: Of course, that said, I think UTA has such a 304 00:14:11,240 --> 00:14:16,480 Speaker 2: uniquely entrepreneurial culture. And my boss will report to Julian Jacobs, 305 00:14:16,520 --> 00:14:18,640 Speaker 2: who's the you know, the head of UTA Marketing and 306 00:14:18,679 --> 00:14:21,160 Speaker 2: the head of the New York office here. He's spun 307 00:14:21,280 --> 00:14:25,200 Speaker 2: up UTA Marketing when he was around my age, starting 308 00:14:25,280 --> 00:14:27,680 Speaker 2: UTA's work working with brand clients like Delta that have 309 00:14:27,680 --> 00:14:30,480 Speaker 2: built out their entertainment and culture strategy. You know, and 310 00:14:30,520 --> 00:14:33,160 Speaker 2: he's around ten years my senior. But he's a young guy, 311 00:14:33,600 --> 00:14:35,080 Speaker 2: you know, and he's cool and he gets it, and 312 00:14:35,080 --> 00:14:37,040 Speaker 2: he's been able to accomplish so much or because he 313 00:14:37,080 --> 00:14:39,080 Speaker 2: had an idea and he made it happen. Now, UTA 314 00:14:39,120 --> 00:14:43,480 Speaker 2: Creators is this powerhouse in the industry run by phenomenal 315 00:14:43,520 --> 00:14:47,720 Speaker 2: young leaders like Ali Berman, right, And we've been able 316 00:14:47,760 --> 00:14:52,240 Speaker 2: to really showcase what happens at UTA when you let young, 317 00:14:52,280 --> 00:14:55,120 Speaker 2: diverse leaders have an idea and go run with it 318 00:14:55,160 --> 00:14:57,640 Speaker 2: and make it happen. And so I'm grateful to now 319 00:14:57,920 --> 00:14:59,840 Speaker 2: be in a company that has that legacy and has 320 00:14:59,840 --> 00:15:02,200 Speaker 2: that muscle built out where they understand like. 321 00:15:02,120 --> 00:15:04,600 Speaker 1: But they're not gen Z, They're not gen Z. We 322 00:15:04,600 --> 00:15:06,560 Speaker 1: would talk about this in a couple of minutes, right, 323 00:15:06,600 --> 00:15:09,280 Speaker 1: How can we change this even further? Right? And how 324 00:15:09,520 --> 00:15:13,040 Speaker 1: how can we support also from the current leaders you know, 325 00:15:13,200 --> 00:15:16,840 Speaker 1: to make this shift even you know, faster or better. 326 00:15:17,600 --> 00:15:19,680 Speaker 1: Let me ask you one more thing after the acquisition, 327 00:15:19,720 --> 00:15:22,200 Speaker 1: considering the acquisition and all these great things coming along 328 00:15:22,200 --> 00:15:24,440 Speaker 1: with that, as you said, where do you want to 329 00:15:24,440 --> 00:15:27,280 Speaker 1: see next Gen be any year's time? Let's do not 330 00:15:27,320 --> 00:15:29,560 Speaker 1: talk five and ten years. I mean, this is so 331 00:15:29,680 --> 00:15:32,480 Speaker 1: much Will happen till then what about the next twelve months? 332 00:15:32,600 --> 00:15:34,280 Speaker 1: What are your goals as a company. 333 00:15:35,080 --> 00:15:37,000 Speaker 2: I think we have had a phenomenal year and a 334 00:15:37,040 --> 00:15:39,880 Speaker 2: half year. The business is healthy, we're growing, we really 335 00:15:39,880 --> 00:15:42,520 Speaker 2: integrated with you team. Marketing is offering We've been able 336 00:15:42,520 --> 00:15:45,040 Speaker 2: to sell into clients being this partner that helps them 337 00:15:45,080 --> 00:15:48,520 Speaker 2: understand the whole cultural landscape right because this portionately it 338 00:15:48,600 --> 00:15:52,000 Speaker 2: is young people and it is culture makers in music 339 00:15:52,040 --> 00:15:54,400 Speaker 2: and entertainment who are responsible for most of the cast 340 00:15:54,400 --> 00:15:56,040 Speaker 2: that our brands want to engage with. If we have 341 00:15:56,160 --> 00:15:58,360 Speaker 2: both gen Z authority and cultural authority, that's a really 342 00:15:58,360 --> 00:15:59,880 Speaker 2: powerful position thing would have been able to sell that 343 00:15:59,880 --> 00:16:00,560 Speaker 2: in effectively. 344 00:16:00,800 --> 00:16:02,120 Speaker 3: I want to keep doing that. 345 00:16:02,400 --> 00:16:04,840 Speaker 2: I think that more dollars need to move away from 346 00:16:05,040 --> 00:16:10,000 Speaker 2: the traditional models of advertising into solidifying your role within culture, 347 00:16:10,320 --> 00:16:12,320 Speaker 2: and I think that we're doing that. We're really excited 348 00:16:12,320 --> 00:16:15,360 Speaker 2: about zecon in the fall, our flagship conference, the first 349 00:16:15,400 --> 00:16:18,160 Speaker 2: major conference only gen Z speakers that we continued post acquisition. 350 00:16:18,200 --> 00:16:20,440 Speaker 2: It'll be in LA in October, so that's a big 351 00:16:20,480 --> 00:16:23,760 Speaker 2: moment that we're working towards right now. But I think holistically, 352 00:16:24,520 --> 00:16:27,680 Speaker 2: we're just really excited about continuing to prove what diverse 353 00:16:27,680 --> 00:16:30,280 Speaker 2: young people are capable of and bringing them to more tables, 354 00:16:30,320 --> 00:16:32,720 Speaker 2: like it possible, or eve been proud of a partnership 355 00:16:32,720 --> 00:16:35,040 Speaker 2: and having even another year of our partnership coming up 356 00:16:35,040 --> 00:16:37,640 Speaker 2: this year, bringing more diverse young voices the table, and 357 00:16:37,680 --> 00:16:41,680 Speaker 2: continuing to champion as uta the power of storytelling. And 358 00:16:41,720 --> 00:16:43,600 Speaker 2: so I think we're just excited to keep growing on 359 00:16:43,680 --> 00:16:46,160 Speaker 2: all of those fronts, and I think we feel really 360 00:16:46,240 --> 00:16:49,240 Speaker 2: grateful to be here in so far as I don't 361 00:16:49,280 --> 00:16:51,760 Speaker 2: think there's a lot of companies out there that would 362 00:16:51,760 --> 00:16:54,560 Speaker 2: be really excited to bring in a bunch of diverse 363 00:16:54,600 --> 00:16:56,760 Speaker 2: young people and make them executives and give them a 364 00:16:56,800 --> 00:17:03,400 Speaker 2: platform who are apologetically doing things differently and being themselves 365 00:17:03,400 --> 00:17:06,600 Speaker 2: out loud. And the fact that we can do all 366 00:17:06,600 --> 00:17:09,000 Speaker 2: of those things and that it can grow a legitimate, 367 00:17:09,040 --> 00:17:11,800 Speaker 2: real business has taken seriously in the marketplace, and proving 368 00:17:11,800 --> 00:17:13,720 Speaker 2: that out to the market is what I'm always most 369 00:17:13,720 --> 00:17:16,440 Speaker 2: excited about. Got it right, that this is possible? Right 370 00:17:16,480 --> 00:17:18,600 Speaker 2: that like we don't. I think so much of business 371 00:17:18,680 --> 00:17:21,560 Speaker 2: is all about like being scared, yeah, right, Scared of 372 00:17:21,560 --> 00:17:23,960 Speaker 2: the reaction, scared of being yourself, scared of saying the 373 00:17:24,000 --> 00:17:26,760 Speaker 2: wrong thing, and I think what we hope to inspire 374 00:17:27,640 --> 00:17:31,160 Speaker 2: is by the virtue of our work, inspiring a sort 375 00:17:31,160 --> 00:17:33,920 Speaker 2: of leadership, a sort of marketing, a sort of storytelling 376 00:17:33,920 --> 00:17:37,680 Speaker 2: that's more honest, right, that's more joyful, that's more intersectional, 377 00:17:38,040 --> 00:17:40,199 Speaker 2: that's more candid about the crisises that we are facing 378 00:17:40,240 --> 00:17:42,520 Speaker 2: and the opportunity that exists. We include more voices at 379 00:17:42,560 --> 00:17:45,320 Speaker 2: the table, and so I'm just excited to keep doing 380 00:17:45,320 --> 00:17:47,560 Speaker 2: that work and grateful that I get to do it 381 00:17:47,600 --> 00:17:50,720 Speaker 2: within the storied halls of UTA where so much incredible 382 00:17:50,720 --> 00:17:51,560 Speaker 2: creativity happened. 383 00:17:51,640 --> 00:17:55,040 Speaker 1: Awesome, awesome. Obviously you've built your career around connecting brands 384 00:17:55,080 --> 00:17:55,560 Speaker 1: to the site. 385 00:17:55,560 --> 00:17:55,800 Speaker 3: Guys. 386 00:17:55,920 --> 00:17:59,119 Speaker 1: Yeah, and we talk about the next gen? Is it 387 00:17:59,119 --> 00:18:02,879 Speaker 1: still the next gen? I mean, the Generation Alpha is 388 00:18:03,359 --> 00:18:04,840 Speaker 1: just behind you. 389 00:18:04,760 --> 00:18:05,880 Speaker 3: And that's all of us. 390 00:18:05,920 --> 00:18:09,760 Speaker 1: So I would say you are tuning into the gen now, right, 391 00:18:09,880 --> 00:18:12,840 Speaker 1: and the gen is Gen Aalpha? So yeah, I mean 392 00:18:12,960 --> 00:18:16,200 Speaker 1: how does this impact when you consult companies? I mean, 393 00:18:16,240 --> 00:18:19,560 Speaker 1: you represent gen Z, so what about Gen alfha? Is 394 00:18:19,600 --> 00:18:22,000 Speaker 1: it already playing a role here because in five years 395 00:18:22,119 --> 00:18:23,800 Speaker 1: time they're taking over? 396 00:18:23,960 --> 00:18:24,880 Speaker 3: Right? Sure? 397 00:18:25,359 --> 00:18:27,600 Speaker 2: Well, look, I am certainly not as young as I 398 00:18:27,640 --> 00:18:30,280 Speaker 2: once was, and I certainly feel that way, I'm twenty six, 399 00:18:30,359 --> 00:18:31,720 Speaker 2: and I feel it, and. 400 00:18:32,480 --> 00:18:33,640 Speaker 1: My clients feel it too. 401 00:18:34,040 --> 00:18:36,119 Speaker 3: There are people in the workplace who are my same age. 402 00:18:36,200 --> 00:18:39,280 Speaker 2: Right, It's not as radical as it once was, and 403 00:18:39,320 --> 00:18:41,800 Speaker 2: so I'm very conscious of that. That said, less and 404 00:18:41,880 --> 00:18:43,120 Speaker 2: less of our work is just gen. 405 00:18:43,119 --> 00:18:44,200 Speaker 3: Z specific, right. 406 00:18:44,560 --> 00:18:46,399 Speaker 2: More of our work now is and we do influence 407 00:18:46,440 --> 00:18:49,560 Speaker 2: a marketing campaigns the likes of eos. Right, They're not 408 00:18:49,680 --> 00:18:51,800 Speaker 2: just interested in reaching a gen Z consumer. They're interested 409 00:18:51,840 --> 00:18:54,760 Speaker 2: in being broadly culturally impactful and connecting with people where 410 00:18:54,800 --> 00:18:56,359 Speaker 2: they are, and of course gen Z is an important 411 00:18:56,400 --> 00:18:59,560 Speaker 2: piece of that. But we're just doing amazing influencer marketing yeah, right, 412 00:19:00,000 --> 00:19:03,200 Speaker 2: and we're helping to run Lion skates TikTok. Right, We're 413 00:19:03,240 --> 00:19:06,320 Speaker 2: not just thinking about gen Z audiences. We want everyone 414 00:19:06,359 --> 00:19:08,919 Speaker 2: to watch these amazing films. But we're really good at 415 00:19:08,960 --> 00:19:11,159 Speaker 2: understanding TikTok because we're native to it, right. And so 416 00:19:11,200 --> 00:19:16,879 Speaker 2: it's thinking about digital creator community, storytelling as muscles that 417 00:19:16,920 --> 00:19:21,640 Speaker 2: we perhaps have a unique flexing of because of our age. 418 00:19:21,680 --> 00:19:24,680 Speaker 2: But we're not just talking about our demos often these days, 419 00:19:24,680 --> 00:19:27,720 Speaker 2: we're just talking about culture first, digital first, marketing and partnerships. 420 00:19:28,280 --> 00:19:31,439 Speaker 2: And that's especially true intensified by our acquisition and just 421 00:19:31,480 --> 00:19:33,879 Speaker 2: the larger joint offering that we're not selling into clients. 422 00:19:33,880 --> 00:19:37,200 Speaker 2: But I think to your point of course, our business 423 00:19:37,240 --> 00:19:39,040 Speaker 2: model has always been that we have a pretty lean 424 00:19:39,080 --> 00:19:41,520 Speaker 2: team of full time employees, but we have contractors that 425 00:19:41,560 --> 00:19:45,040 Speaker 2: we leverage in a network right of survey respondents and 426 00:19:45,080 --> 00:19:46,960 Speaker 2: otherwise of gen zers from around the world that we 427 00:19:47,000 --> 00:19:48,960 Speaker 2: always leverage to make sure that we're actually honest and 428 00:19:49,000 --> 00:19:51,520 Speaker 2: smart on the things that we're talking about. As gen 429 00:19:51,600 --> 00:19:54,960 Speaker 2: Alpha ages in to the legal age of work where 430 00:19:55,000 --> 00:19:58,080 Speaker 2: I can compensate them for their contributions, they're not quite 431 00:19:58,359 --> 00:20:01,680 Speaker 2: at that age. We want to invite in more nextra 432 00:20:01,720 --> 00:20:04,640 Speaker 2: invoices to advise us on where culture is and where 433 00:20:04,640 --> 00:20:07,280 Speaker 2: it's headed. And we'll continue to build out our network 434 00:20:07,320 --> 00:20:11,480 Speaker 2: of contractors and survey participants and focus group respondents to 435 00:20:12,119 --> 00:20:14,680 Speaker 2: make sure that it's not that I'm not the third 436 00:20:14,760 --> 00:20:17,879 Speaker 2: year old talking head who's just deciding for somebody else 437 00:20:18,160 --> 00:20:19,960 Speaker 2: what they're interested in. And we want to be a 438 00:20:19,960 --> 00:20:22,399 Speaker 2: platform that gives them a microphone to speak for themselves. 439 00:20:22,720 --> 00:20:24,600 Speaker 2: And so my goal is always and as you know, 440 00:20:24,640 --> 00:20:26,280 Speaker 2: of my team, it's not just to me. I have 441 00:20:26,600 --> 00:20:28,200 Speaker 2: a bunch of folks on my team who are smarter 442 00:20:28,320 --> 00:20:30,720 Speaker 2: and better talkers than I, and I want. 443 00:20:30,520 --> 00:20:32,440 Speaker 3: To find folks even younger than us. 444 00:20:32,320 --> 00:20:34,480 Speaker 2: That I can platform, that we can put in front 445 00:20:34,480 --> 00:20:36,440 Speaker 2: of stages and say this is who you need to 446 00:20:36,480 --> 00:20:38,960 Speaker 2: be listening to. Because yeah, like I am yesterday's names 447 00:20:38,960 --> 00:20:41,000 Speaker 2: a little bit, and I'm okay with that. And I'm 448 00:20:41,000 --> 00:20:44,439 Speaker 2: excited to get to be to the next with so 449 00:20:44,480 --> 00:20:47,680 Speaker 2: many were to me right, so many people championed me 450 00:20:47,840 --> 00:20:50,479 Speaker 2: and platform me and gave me a microphone, And I'm 451 00:20:50,520 --> 00:20:52,800 Speaker 2: excited to hopefully now be in a seat where I 452 00:20:52,800 --> 00:20:53,760 Speaker 2: can do that for others. 453 00:21:09,040 --> 00:21:12,840 Speaker 1: So I can't imagine when you do your consulting job that, 454 00:21:13,119 --> 00:21:16,080 Speaker 1: especially in the last couple of years, you experience all 455 00:21:16,119 --> 00:21:18,120 Speaker 1: the time the same kind of questions from leaders, Right, 456 00:21:18,200 --> 00:21:20,200 Speaker 1: how can we get connected with the gen Z? And 457 00:21:20,240 --> 00:21:24,640 Speaker 1: Da da da shore? What are the real questions from 458 00:21:24,640 --> 00:21:27,360 Speaker 1: today's leaders, assuming that they are not gen Z? Right, 459 00:21:27,480 --> 00:21:30,640 Speaker 1: what should be the real questions you think they should ask? 460 00:21:31,080 --> 00:21:36,160 Speaker 2: I really value when people ask me the question that's 461 00:21:36,240 --> 00:21:40,040 Speaker 2: actually keeping them up at night, right, like how do 462 00:21:40,080 --> 00:21:40,600 Speaker 2: we reach gen Z? 463 00:21:40,720 --> 00:21:42,320 Speaker 3: Is so vague and so broad. 464 00:21:43,240 --> 00:21:46,720 Speaker 2: I love when someone asks me about a specific employee 465 00:21:46,760 --> 00:21:49,760 Speaker 2: that they have are having a problem with, righte a 466 00:21:49,880 --> 00:21:53,400 Speaker 2: challenge that they don't understand about their own kid. Yeah, right, 467 00:21:53,760 --> 00:21:56,600 Speaker 2: when we understand the real stakes of the question that 468 00:21:56,600 --> 00:21:59,840 Speaker 2: we're talking about when we're making I think talking in 469 00:21:59,840 --> 00:22:01,800 Speaker 2: the esoteric is fine, and you know, we do it, 470 00:22:01,840 --> 00:22:03,720 Speaker 2: and I we go on panels and we talk about 471 00:22:03,760 --> 00:22:06,280 Speaker 2: the vague. But I think when we actually talk about 472 00:22:06,720 --> 00:22:10,560 Speaker 2: what is the real problem that you're experiencing and where 473 00:22:10,560 --> 00:22:13,639 Speaker 2: we get to really dive into the solutioning that that's 474 00:22:13,880 --> 00:22:16,320 Speaker 2: where I find the most joys. And I think that 475 00:22:16,400 --> 00:22:18,399 Speaker 2: part of that is when folks that are honest with 476 00:22:18,480 --> 00:22:21,920 Speaker 2: me about the frictions that they're feeling as it relates 477 00:22:21,920 --> 00:22:23,480 Speaker 2: to gen Z. Right, So, someone might come to me 478 00:22:23,520 --> 00:22:28,840 Speaker 2: and say, we don't understand how is gen Z so 479 00:22:29,080 --> 00:22:32,320 Speaker 2: passionate about climate and sustainability but buying Shean and Mass 480 00:22:32,760 --> 00:22:33,200 Speaker 2: my kid. 481 00:22:33,480 --> 00:22:35,879 Speaker 3: They tell me that they care so much. 482 00:22:35,800 --> 00:22:38,400 Speaker 2: About climate change and climate action, but then they ask 483 00:22:38,480 --> 00:22:41,000 Speaker 2: me to buy this thing on TMU for them, Like, 484 00:22:41,040 --> 00:22:42,920 Speaker 2: how can these two things be existing in tandem of 485 00:22:42,960 --> 00:22:48,399 Speaker 2: one another. I love that question because it's not some 486 00:22:48,560 --> 00:22:51,760 Speaker 2: same tired, trite talk track that we've seen on every stage. 487 00:22:51,960 --> 00:22:53,320 Speaker 3: It speaks to a real question. 488 00:22:53,359 --> 00:22:54,800 Speaker 2: I think a lot of people are scared to ask 489 00:22:54,840 --> 00:22:58,560 Speaker 2: out loud, right because the answer might make us actually uncomfortable, 490 00:22:59,760 --> 00:23:02,399 Speaker 2: and they think. The answer right as I see it, 491 00:23:02,440 --> 00:23:05,439 Speaker 2: on that specific question, is that these things can of 492 00:23:05,520 --> 00:23:09,879 Speaker 2: do exist intention and the exist intention because oftentimes young people, 493 00:23:09,880 --> 00:23:12,800 Speaker 2: we look at the world and we say, the system 494 00:23:12,960 --> 00:23:15,520 Speaker 2: has failed us. So why would I penalize myself for 495 00:23:15,600 --> 00:23:19,280 Speaker 2: the system's failing The system ought to prioritize climate action, 496 00:23:19,680 --> 00:23:23,119 Speaker 2: ought to reduce emissions. Why would I a young person, 497 00:23:23,119 --> 00:23:25,600 Speaker 2: and especially young person that isn't me, who isn't so privileged. 498 00:23:26,080 --> 00:23:27,840 Speaker 2: A lot of young people are cast dropped, why would 499 00:23:27,840 --> 00:23:30,840 Speaker 2: they penalize themselves on a cost basis for the feelings 500 00:23:30,840 --> 00:23:33,080 Speaker 2: of a system that they did not create. And so 501 00:23:33,119 --> 00:23:36,199 Speaker 2: these two audiologies actually can exist in tandem. But no 502 00:23:36,280 --> 00:23:38,800 Speaker 2: white paper is going to tell you that nuanced perspective 503 00:23:38,920 --> 00:23:40,719 Speaker 2: as to the politic that governs a lot of gen 504 00:23:40,800 --> 00:23:42,400 Speaker 2: Z's decision making. And of course we're not a monel 505 00:23:42,440 --> 00:23:44,320 Speaker 2: that I'm speaking in you know, broad strokes here, and 506 00:23:44,320 --> 00:23:46,440 Speaker 2: they're gen Ziers who of course only buy a secondhand 507 00:23:46,440 --> 00:23:48,240 Speaker 2: and they are genders whyn't give a shit about climate change, 508 00:23:48,280 --> 00:23:51,440 Speaker 2: right and everybody in the middle just portion just proportionately. 509 00:23:51,480 --> 00:23:53,840 Speaker 2: Of course, a lot of us do report caring about 510 00:23:53,840 --> 00:23:56,440 Speaker 2: climate action, but still might buy fast fashion in certain moments, 511 00:23:56,880 --> 00:24:01,320 Speaker 2: and so understanding and impacting that psychology and explaining why 512 00:24:01,560 --> 00:24:03,840 Speaker 2: it is so imperative as a corporation, you still think 513 00:24:03,880 --> 00:24:06,880 Speaker 2: climate actively seriously because gen Z's expectations of the corporation 514 00:24:06,960 --> 00:24:10,240 Speaker 2: that system will if we cannot is I think such 515 00:24:10,280 --> 00:24:13,600 Speaker 2: an important part of my role in my job, and 516 00:24:13,680 --> 00:24:15,760 Speaker 2: I love those questions because they allow us to be 517 00:24:15,800 --> 00:24:18,480 Speaker 2: more honest and allow us to get to solutions that 518 00:24:18,520 --> 00:24:21,680 Speaker 2: actually push us forward, rather than always just talk in 519 00:24:21,720 --> 00:24:24,280 Speaker 2: the vague niceties that I think often govern a lot 520 00:24:24,320 --> 00:24:24,960 Speaker 2: of the discourse. 521 00:24:25,840 --> 00:24:29,200 Speaker 1: I personally feel as well that at some stage it's 522 00:24:29,240 --> 00:24:33,199 Speaker 1: no longer about questioning things or asking those right questions, 523 00:24:33,240 --> 00:24:36,600 Speaker 1: but also just accepting as it is right because it 524 00:24:36,640 --> 00:24:39,439 Speaker 1: comes along with you know, you grow up in a 525 00:24:39,480 --> 00:24:42,800 Speaker 1: complete different environment and every conversation these days and we 526 00:24:42,920 --> 00:24:44,919 Speaker 1: have to touch base on this as well, sorry to 527 00:24:44,920 --> 00:24:49,000 Speaker 1: say AI, which is for you guys, it's a natial fit, 528 00:24:49,480 --> 00:24:51,800 Speaker 1: especially for the Jenelpa. Do we have to embrace in 529 00:24:51,840 --> 00:24:53,920 Speaker 1: the older generation, to embrace it in a different way 530 00:24:54,240 --> 00:24:57,440 Speaker 1: than just asking questions and try to understand it comes 531 00:24:57,440 --> 00:25:00,280 Speaker 1: down to how you use it every day, how you 532 00:25:00,600 --> 00:25:04,240 Speaker 1: embrace it every day in your own daily life when 533 00:25:04,240 --> 00:25:07,399 Speaker 1: it comes to gen Z, except why you see things 534 00:25:07,520 --> 00:25:11,760 Speaker 1: differently and not asking another question, Now. 535 00:25:11,720 --> 00:25:13,320 Speaker 3: I really value what you just said, right. 536 00:25:13,320 --> 00:25:16,440 Speaker 2: I think that I'm oftentimes bewildered, right, because people will 537 00:25:16,440 --> 00:25:19,399 Speaker 2: contract us to be their advisors on what gen Z 538 00:25:19,560 --> 00:25:21,639 Speaker 2: thinks and on digital and Creator, and then we'll tell 539 00:25:21,680 --> 00:25:23,720 Speaker 2: them and they'll be like, actually, we don't like the answer, 540 00:25:23,880 --> 00:25:27,199 Speaker 2: and it's like, well, that is the answer, right, And 541 00:25:27,240 --> 00:25:29,760 Speaker 2: I think there's sometimes a discomfort with the reality that 542 00:25:29,800 --> 00:25:33,879 Speaker 2: folks are living in, and we have to embrace the 543 00:25:33,880 --> 00:25:36,040 Speaker 2: world that we live in, right, And we have to 544 00:25:37,359 --> 00:25:40,199 Speaker 2: treat the expert on any reality as the expert on 545 00:25:40,200 --> 00:25:42,600 Speaker 2: that reality. And I think that we often don't. And 546 00:25:42,640 --> 00:25:44,960 Speaker 2: I think that's so much of marketing a product misses 547 00:25:45,000 --> 00:25:47,919 Speaker 2: the mark because we don't include the most affected populations 548 00:25:47,960 --> 00:25:50,720 Speaker 2: in the conversation that impact them most, and we don't 549 00:25:50,920 --> 00:25:54,879 Speaker 2: trust their testimony as the ultimate authority on their experience. 550 00:25:55,200 --> 00:25:59,000 Speaker 2: And so I am always most enthusiastic when folks want 551 00:25:59,040 --> 00:26:01,080 Speaker 2: to bring us in, not just to check a box 552 00:26:01,119 --> 00:26:03,440 Speaker 2: to say they talked to gen Z, but to say, hey, 553 00:26:03,480 --> 00:26:05,399 Speaker 2: you were actually the expert on this thing, and we 554 00:26:05,520 --> 00:26:08,480 Speaker 2: need to listen to your opinion to govern what we're 555 00:26:08,520 --> 00:26:09,720 Speaker 2: going to do going forward, and we're going to. 556 00:26:09,640 --> 00:26:10,919 Speaker 3: Bring you in as a partner to do so. 557 00:26:11,359 --> 00:26:15,080 Speaker 2: Right, And I think the best question that sometimes I 558 00:26:15,119 --> 00:26:17,880 Speaker 2: also get asked, the question you earlier asked, is also 559 00:26:17,960 --> 00:26:20,000 Speaker 2: like if not you, who should I be talking to? 560 00:26:20,840 --> 00:26:24,240 Speaker 3: Right? And an era of AI. I think that to me, 561 00:26:24,320 --> 00:26:25,320 Speaker 3: I value so much. 562 00:26:25,640 --> 00:26:29,119 Speaker 2: It's so easy right to say from the perspective of 563 00:26:29,520 --> 00:26:32,199 Speaker 2: and ask an algorithm a question. I think there is 564 00:26:32,320 --> 00:26:35,800 Speaker 2: no replacement for a real conversation. There is no replacement 565 00:26:35,800 --> 00:26:39,080 Speaker 2: for real community building and being irl with people, beating 566 00:26:39,080 --> 00:26:42,600 Speaker 2: hearts and minds coming together with empathy, with nuance, and 567 00:26:43,080 --> 00:26:45,960 Speaker 2: getting to be a connector to another young person to 568 00:26:45,960 --> 00:26:47,800 Speaker 2: bring them into the room. That's the best question someone 569 00:26:47,840 --> 00:26:49,320 Speaker 2: can ask right to say, I want to learn more 570 00:26:49,359 --> 00:26:52,119 Speaker 2: about climate, talk to my friend saves Linear, right, and 571 00:26:52,119 --> 00:26:53,520 Speaker 2: I'm going to connect you to her, and she needs 572 00:26:53,560 --> 00:26:55,720 Speaker 2: to be in this conversation and like that joy for 573 00:26:55,840 --> 00:26:58,840 Speaker 2: me is something that I take really seriously. And so 574 00:27:00,080 --> 00:27:02,000 Speaker 2: in this moment of technology that we're living in to 575 00:27:02,040 --> 00:27:05,159 Speaker 2: speak to it quickly. I think often about you know, 576 00:27:05,200 --> 00:27:08,040 Speaker 2: five years ago, the headlines would have you believing that 577 00:27:08,080 --> 00:27:11,440 Speaker 2: gen Z was obsessed with web three, and we came 578 00:27:11,480 --> 00:27:14,639 Speaker 2: out with a report pre acquisition, our web Ze report, 579 00:27:15,280 --> 00:27:18,000 Speaker 2: and our data did not support that claim. The vast 580 00:27:18,000 --> 00:27:20,960 Speaker 2: majority of our g gen Z respondent said we don't 581 00:27:20,960 --> 00:27:23,040 Speaker 2: care about this, or we don't know about this, okay, 582 00:27:23,560 --> 00:27:25,280 Speaker 2: but the headlines would have you believing this would But 583 00:27:25,400 --> 00:27:26,760 Speaker 2: this is all we were thinking about was a very 584 00:27:26,760 --> 00:27:29,200 Speaker 2: small percent of gen Z that had the capital to 585 00:27:29,240 --> 00:27:31,840 Speaker 2: be engaging with some of these you know, economic instruments, 586 00:27:31,880 --> 00:27:34,080 Speaker 2: or that had the interest. Because what I hear from 587 00:27:34,119 --> 00:27:36,320 Speaker 2: most young people is not most young people. I say 588 00:27:36,359 --> 00:27:37,919 Speaker 2: that they have this device and they look at it 589 00:27:37,920 --> 00:27:40,000 Speaker 2: and they say, you know what, I want more distance 590 00:27:40,040 --> 00:27:41,119 Speaker 2: between myself and this device. 591 00:27:41,320 --> 00:27:42,919 Speaker 3: Okay, they don't say, you know what, I want to 592 00:27:42,920 --> 00:27:43,720 Speaker 3: be inside of it. 593 00:27:44,000 --> 00:27:46,920 Speaker 2: I've never heard anyone say that, yeah, right, But somehow 594 00:27:46,920 --> 00:27:49,600 Speaker 2: we were hearing in the narrative that that's what people 595 00:27:49,600 --> 00:27:52,240 Speaker 2: were looking for. And so I think in general, my 596 00:27:52,400 --> 00:27:54,679 Speaker 2: perspective of an entrepreneurship and innovation is that there's been 597 00:27:54,680 --> 00:27:58,280 Speaker 2: a dangerous conflation often of innovation and progress, that just 598 00:27:58,280 --> 00:28:01,040 Speaker 2: because something is new, it is better. Maybe that's true, 599 00:28:01,040 --> 00:28:03,359 Speaker 2: maybe that's not true, but I think oftentimes that's not 600 00:28:03,400 --> 00:28:08,000 Speaker 2: the case. And I think oftentimes, especially today, where technology 601 00:28:08,000 --> 00:28:10,119 Speaker 2: has advanced so much, it has created a lot of 602 00:28:10,119 --> 00:28:13,119 Speaker 2: efficiencies and has created a lot of opportunity, but a 603 00:28:13,119 --> 00:28:15,639 Speaker 2: lot of people are really craving. When we think about 604 00:28:15,760 --> 00:28:18,600 Speaker 2: being consumer centric and listening to the consumer is telling 605 00:28:18,680 --> 00:28:21,879 Speaker 2: us we're overwhelmed by our technology. Right. We want to 606 00:28:21,920 --> 00:28:24,639 Speaker 2: be more human, we want to feel more alive, we 607 00:28:24,680 --> 00:28:27,200 Speaker 2: want to detox. I think it's important that we listen 608 00:28:27,240 --> 00:28:30,679 Speaker 2: to that consumer. I think it's important that we hear people. 609 00:28:30,960 --> 00:28:32,919 Speaker 2: Our data tells us when we did research over that 610 00:28:32,920 --> 00:28:36,080 Speaker 2: pandemic that the vast majority of young people we're using 611 00:28:36,080 --> 00:28:38,640 Speaker 2: creativity to get through the moment in the pandemic. We're 612 00:28:38,680 --> 00:28:41,520 Speaker 2: treating back to things like poetry and artistry and singing. 613 00:28:42,280 --> 00:28:45,360 Speaker 2: If that's who we are as humans, as artists, right, 614 00:28:45,880 --> 00:28:48,720 Speaker 2: I think it's really important that we as business leaders 615 00:28:48,720 --> 00:28:51,280 Speaker 2: think about what are we doing to foster our hummunity. 616 00:28:51,840 --> 00:28:54,280 Speaker 2: And I don't think that that conversation is happening enough. 617 00:28:54,280 --> 00:28:56,200 Speaker 2: And I think that's a conversation that I'm really excited 618 00:28:56,200 --> 00:28:58,880 Speaker 2: about and they don't think it's instead of the technology conversation. 619 00:28:59,240 --> 00:29:02,320 Speaker 2: I think it's in a too. But of course, while 620 00:29:02,360 --> 00:29:04,480 Speaker 2: excited as I am about certain technologies that might make 621 00:29:04,560 --> 00:29:06,200 Speaker 2: us more efficient, I have given me a lot of 622 00:29:06,280 --> 00:29:08,920 Speaker 2: pause the idea that certain technologies might make it harder 623 00:29:08,920 --> 00:29:10,760 Speaker 2: for people to make an honest living as an artist, 624 00:29:11,000 --> 00:29:13,640 Speaker 2: because I believe that humans that are core are artists, 625 00:29:13,680 --> 00:29:16,520 Speaker 2: and I believe that we ought to be concerned about 626 00:29:16,600 --> 00:29:19,120 Speaker 2: the impact of certain technologies that might make it harder 627 00:29:19,120 --> 00:29:20,040 Speaker 2: for us to be human. 628 00:29:20,640 --> 00:29:22,480 Speaker 1: So, in other words, if I understand right, you know, 629 00:29:22,520 --> 00:29:27,000 Speaker 1: also in your consulting job, leaders these days are focused 630 00:29:27,040 --> 00:29:29,160 Speaker 1: a bit too much as well on technology trends, you know, 631 00:29:29,200 --> 00:29:33,360 Speaker 1: which is more absolutely reasonable approach, but it might overlay 632 00:29:33,720 --> 00:29:36,120 Speaker 1: all the other topics, you know, which are important to 633 00:29:36,440 --> 00:29:39,120 Speaker 1: fully understand, you know, your generation. 634 00:29:39,280 --> 00:29:42,520 Speaker 2: And it's a yes and yeah, okay, yeah, yes, and right, 635 00:29:42,560 --> 00:29:44,600 Speaker 2: Like I think we ought to care about the technology conversation, 636 00:29:44,640 --> 00:29:46,600 Speaker 2: but it can't be at the expense of caring about 637 00:29:46,640 --> 00:29:50,000 Speaker 2: the human conversation, especially when our consumer is screaming at 638 00:29:50,080 --> 00:29:55,120 Speaker 2: us telling us, hey, see me as a human, yeah right, 639 00:29:55,240 --> 00:29:57,000 Speaker 2: allow me to live as a human because I think 640 00:29:57,000 --> 00:29:58,720 Speaker 2: a lot of us right now are looking around at 641 00:29:58,760 --> 00:30:02,960 Speaker 2: the world and saying, is this humanity right? Right? And 642 00:30:03,000 --> 00:30:04,880 Speaker 2: we have to be responsive to that question that I 643 00:30:04,880 --> 00:30:07,120 Speaker 2: think a lot of us are cross generations, are asking 644 00:30:07,200 --> 00:30:07,600 Speaker 2: right now. 645 00:30:08,800 --> 00:30:11,800 Speaker 1: I have one question following on those How do you 646 00:30:11,880 --> 00:30:16,440 Speaker 1: see platforms evolving as both political and cultural battlegrounds over 647 00:30:16,440 --> 00:30:19,360 Speaker 1: the next years. Obviously it happens for some time now, 648 00:30:19,960 --> 00:30:22,960 Speaker 1: are we turning back already? Is it getting worse when 649 00:30:22,960 --> 00:30:25,200 Speaker 1: you look into this like a challenge or an issue? 650 00:30:25,920 --> 00:30:29,320 Speaker 1: Do you see it turning into the better? What is 651 00:30:29,360 --> 00:30:32,920 Speaker 1: your prediction here if you have any bait? It's a 652 00:30:32,960 --> 00:30:34,880 Speaker 1: big question. Yeah, I know. 653 00:30:34,960 --> 00:30:36,800 Speaker 2: I wrote my thesis on this question, and I don't 654 00:30:36,840 --> 00:30:39,120 Speaker 2: think that if I did my same thesis research today 655 00:30:39,320 --> 00:30:40,960 Speaker 2: that I have the same conclusions that I did in 656 00:30:41,000 --> 00:30:43,440 Speaker 2: twenty twenty one. Okay, when I was in high school, 657 00:30:43,440 --> 00:30:46,200 Speaker 2: it was my dream, it was my dream to work 658 00:30:46,200 --> 00:30:48,640 Speaker 2: at Twitter dot com. I think it's safe to say 659 00:30:48,840 --> 00:30:51,600 Speaker 2: that's no longer my dream. And so it's certainly a 660 00:30:51,640 --> 00:30:53,840 Speaker 2: lot has changed in the last ten years in my 661 00:30:53,920 --> 00:30:58,160 Speaker 2: world and in the new world right. And I used 662 00:30:58,160 --> 00:31:00,440 Speaker 2: to really believe that social media would change world for 663 00:31:00,480 --> 00:31:03,960 Speaker 2: the better. I think a lot of people did, and 664 00:31:04,720 --> 00:31:07,760 Speaker 2: I think relatively few of us still think that's probably 665 00:31:07,800 --> 00:31:10,400 Speaker 2: the case today. And when we did research on this 666 00:31:10,480 --> 00:31:14,440 Speaker 2: that you've pre acquisition, we ask young people, is social 667 00:31:14,440 --> 00:31:16,600 Speaker 2: media playing a positive or negative role in your life? 668 00:31:17,920 --> 00:31:19,640 Speaker 2: If you're listening, I want you to pause for a 669 00:31:19,640 --> 00:31:22,240 Speaker 2: second and put a number in your head that you 670 00:31:22,240 --> 00:31:22,960 Speaker 2: think we said that. 671 00:31:23,000 --> 00:31:24,960 Speaker 3: You think gen Z said, Christian? What do you think 672 00:31:25,000 --> 00:31:25,840 Speaker 3: gen Z said? 673 00:31:26,160 --> 00:31:28,880 Speaker 1: Obviously I would say the majority would appreciate this. 674 00:31:29,040 --> 00:31:31,800 Speaker 3: You think the majority are saying positive role in your life? 675 00:31:31,960 --> 00:31:36,280 Speaker 2: Of course you fifty to fifty, You add fifty percent 676 00:31:36,320 --> 00:31:38,280 Speaker 2: saying positive and fifty percent saying negative. 677 00:31:38,800 --> 00:31:40,680 Speaker 3: When you segment down based. 678 00:31:40,400 --> 00:31:43,400 Speaker 2: On certain demographics, women more likely to say negative, men 679 00:31:43,440 --> 00:31:47,000 Speaker 2: more likely to say positive certain demographics. But it speaks 680 00:31:47,000 --> 00:31:49,880 Speaker 2: to so many of us are simultaneously aware of the 681 00:31:49,960 --> 00:31:52,840 Speaker 2: ways in which it's making us more aware, more connected, 682 00:31:52,840 --> 00:31:56,440 Speaker 2: but also more anxious, right, but also most more disconnected, 683 00:31:56,480 --> 00:31:59,400 Speaker 2: also more misinformed. And we're holding all of the attentions 684 00:31:59,400 --> 00:32:01,480 Speaker 2: at once because we're seeing both the positive and the 685 00:32:01,520 --> 00:32:03,920 Speaker 2: negative play out in real time. As it pertains to 686 00:32:03,920 --> 00:32:06,120 Speaker 2: its impact on politics, I think we can see something similar. 687 00:32:06,760 --> 00:32:09,400 Speaker 2: Is it beautiful and wonderful that more voices are being 688 00:32:09,440 --> 00:32:13,720 Speaker 2: included in the conversation, that gen zers can galvanize movements 689 00:32:13,720 --> 00:32:18,080 Speaker 2: instantaneously across regions and across the world right and create 690 00:32:18,080 --> 00:32:22,800 Speaker 2: a global conversation around systemic injustice. Yes, at the same time, 691 00:32:22,880 --> 00:32:25,880 Speaker 2: are we clearly seeing tremendous amounts of cyber bullying and 692 00:32:25,920 --> 00:32:30,120 Speaker 2: misinformation and division and all sorts of negative externalities and 693 00:32:30,160 --> 00:32:32,200 Speaker 2: these varia same platforms, Yes, and sweet are content with 694 00:32:32,240 --> 00:32:35,960 Speaker 2: all of this at once. And I think my take 695 00:32:36,000 --> 00:32:39,960 Speaker 2: holistically is that social media is no longer social. It's 696 00:32:40,000 --> 00:32:42,720 Speaker 2: really just become media. The data tells us the ten 697 00:32:42,760 --> 00:32:44,600 Speaker 2: to twenty percent of people are creating eighty to ninety 698 00:32:44,600 --> 00:32:47,840 Speaker 2: percent of content today. What that tells me is that 699 00:32:47,880 --> 00:32:49,680 Speaker 2: scrolling on your phone is actually not that different than 700 00:32:49,680 --> 00:32:52,880 Speaker 2: going to the movie theater or watching TV. You are 701 00:32:52,920 --> 00:32:56,920 Speaker 2: watching a professional content creator, disproportionately a professional storyteller tell 702 00:32:56,960 --> 00:33:00,160 Speaker 2: you a story, and you are possibly consuming that as 703 00:33:00,160 --> 00:33:03,040 Speaker 2: a consumer. And so I'm not convinced that social media 704 00:33:03,080 --> 00:33:05,280 Speaker 2: is very social anymore. We don't talk enough about the 705 00:33:05,280 --> 00:33:09,160 Speaker 2: transition of the word friend on Facebook to follower on Instagram. 706 00:33:09,400 --> 00:33:13,280 Speaker 2: Followers are not friends, right, social media is no longer 707 00:33:13,280 --> 00:33:16,680 Speaker 2: a playground to reconnect with your old schoolmates. It's a 708 00:33:16,680 --> 00:33:19,400 Speaker 2: place to go viral. That's a very different ecosystem and 709 00:33:20,040 --> 00:33:25,240 Speaker 2: a very different roy than friendship. And so the way 710 00:33:25,240 --> 00:33:26,880 Speaker 2: that I think about it is I don't think social 711 00:33:26,880 --> 00:33:29,400 Speaker 2: media is really media. I think we've disaggregated social and media. 712 00:33:29,440 --> 00:33:31,600 Speaker 2: Social lives in the DM, social lives in group chats, 713 00:33:31,640 --> 00:33:34,640 Speaker 2: social lives in certain platforms that we don't talk about 714 00:33:34,640 --> 00:33:38,240 Speaker 2: as much, like Reddit and Pinterest and media, right, is 715 00:33:38,240 --> 00:33:41,560 Speaker 2: really what's happening on TikTok on Instagram, which is to me, 716 00:33:41,640 --> 00:33:44,760 Speaker 2: the same bucket as Netflix and otherwise. Yeah, I think 717 00:33:44,840 --> 00:33:47,360 Speaker 2: media is more important than ever before, and it shapes 718 00:33:47,440 --> 00:33:54,040 Speaker 2: everything that we think, that we believe. And the most 719 00:33:54,160 --> 00:33:57,240 Speaker 2: valuable stories are ones that we tell across media formats 720 00:33:57,280 --> 00:34:00,239 Speaker 2: because they are porous and people watch parts seven need 721 00:34:00,280 --> 00:34:03,960 Speaker 2: tool of a movie on TikTok right, and all of 722 00:34:03,960 --> 00:34:07,880 Speaker 2: them are reinforcing one another. And it's massively impactful as 723 00:34:07,880 --> 00:34:11,160 Speaker 2: it pertains to political realities because it shapes the world 724 00:34:11,160 --> 00:34:13,840 Speaker 2: that we live in. And I think that that's not 725 00:34:14,000 --> 00:34:16,399 Speaker 2: going anywhere. Yeah, but we need to be thinking about 726 00:34:16,400 --> 00:34:20,200 Speaker 2: our social strategies and our media strategies, sometimes separately, but 727 00:34:20,239 --> 00:34:23,799 Speaker 2: also how they exist in tandem to really understand how 728 00:34:23,800 --> 00:34:27,160 Speaker 2: we ultimately inform the conversation. And I think certain political 729 00:34:27,200 --> 00:34:30,280 Speaker 2: actors have understood the new media landscape better than others. 730 00:34:30,600 --> 00:34:32,640 Speaker 3: I'm very public about my politics. 731 00:34:33,080 --> 00:34:36,440 Speaker 2: I think that certain campaigns that I may have supported 732 00:34:36,440 --> 00:34:39,319 Speaker 2: were not as strategic as it pertains to understanding the 733 00:34:39,360 --> 00:34:41,080 Speaker 2: new media landscape as we need it to be. 734 00:34:41,560 --> 00:34:43,200 Speaker 3: And I think there's real consequence to that. 735 00:34:44,160 --> 00:34:47,800 Speaker 1: So obviously you use the TikTok platforms and Insteain, etcetera. 736 00:34:47,960 --> 00:34:50,000 Speaker 1: You mentioned I do you see a hidden star at 737 00:34:50,000 --> 00:34:53,239 Speaker 1: the horizon who is will be developed soon or will 738 00:34:53,280 --> 00:34:56,400 Speaker 1: be launched soon, or will will come to the surface 739 00:34:56,520 --> 00:35:01,600 Speaker 1: to everybody's mind, which will consider your prediction to be 740 00:35:01,840 --> 00:35:05,000 Speaker 1: maybe the next generation of social media platform. 741 00:35:05,560 --> 00:35:07,800 Speaker 2: Be Real was the closest we've seen right, and be 742 00:35:07,920 --> 00:35:10,920 Speaker 2: Real tried to cretin anti social media social media right 743 00:35:11,000 --> 00:35:13,480 Speaker 2: that forced you to not edit, right, that forced you 744 00:35:13,520 --> 00:35:15,360 Speaker 2: to cop your number of friends that you could have, 745 00:35:15,440 --> 00:35:19,480 Speaker 2: that forced you into a social a really social experience 746 00:35:19,480 --> 00:35:21,799 Speaker 2: that made us feel like we were connected again. And 747 00:35:21,840 --> 00:35:24,279 Speaker 2: then I think they made themselves too much like the rest. 748 00:35:24,280 --> 00:35:25,719 Speaker 2: Then you could add it cautions, you could post no 749 00:35:25,840 --> 00:35:28,000 Speaker 2: more times a day, you could post after the fact. 750 00:35:28,239 --> 00:35:28,399 Speaker 3: Right. 751 00:35:28,719 --> 00:35:31,520 Speaker 2: It took away the limitations that made us feel like, oh, 752 00:35:31,520 --> 00:35:32,920 Speaker 2: maybe this is a little bit more human way to 753 00:35:32,920 --> 00:35:35,480 Speaker 2: stay connected, right, because I feel so we're all feel 754 00:35:35,520 --> 00:35:37,719 Speaker 2: so overwhelmed by the self editing and you know, the 755 00:35:37,760 --> 00:35:41,120 Speaker 2: constant compare culture and all of it, And what does 756 00:35:41,120 --> 00:35:44,120 Speaker 2: it look like to build ecosystems that are built around 757 00:35:44,200 --> 00:35:48,000 Speaker 2: legitimate connection that don't allow for a lot of the 758 00:35:48,080 --> 00:35:52,279 Speaker 2: mutations that have made us feel icky inside. I think 759 00:35:52,360 --> 00:35:55,200 Speaker 2: that there will be another anti social media social media 760 00:35:55,200 --> 00:35:57,680 Speaker 2: that comes out founded by a gen zer. Right. 761 00:35:58,040 --> 00:35:59,480 Speaker 3: I don't know if it exists yet. Maybe it does. 762 00:35:59,520 --> 00:36:02,360 Speaker 2: Maybe it does, in that speaks to that impulse and 763 00:36:02,360 --> 00:36:04,000 Speaker 2: speaks that need state. We're ready seeing a lot of 764 00:36:04,040 --> 00:36:05,120 Speaker 2: dating apps do the same. 765 00:36:05,400 --> 00:36:07,720 Speaker 3: Right. That's not to say that the existing getting apps. 766 00:36:07,760 --> 00:36:10,040 Speaker 2: Of course, they'll have so many users and are like 767 00:36:10,280 --> 00:36:12,040 Speaker 2: the vast major of people are meeting each other, but 768 00:36:12,400 --> 00:36:14,000 Speaker 2: a lot of people are like mastering all these people, 769 00:36:14,000 --> 00:36:16,120 Speaker 2: I'm never meeting them in person, and so now more 770 00:36:16,120 --> 00:36:19,200 Speaker 2: and more, right, these apps are built around in person connection, 771 00:36:19,320 --> 00:36:21,880 Speaker 2: in person community. Right. Thursdays started as an app and 772 00:36:22,000 --> 00:36:25,160 Speaker 2: is now primarily an event series, which is a dating series. 773 00:36:25,200 --> 00:36:27,479 Speaker 2: And so I think we're going to continue to see 774 00:36:27,480 --> 00:36:32,360 Speaker 2: a lot of technology adapt around this impulse to be 775 00:36:32,400 --> 00:36:35,200 Speaker 2: an in person with each other and to feel like 776 00:36:35,239 --> 00:36:38,480 Speaker 2: we're actually connected and talking to one another rather than 777 00:36:38,600 --> 00:36:41,280 Speaker 2: we're all just in a peanut gallery observing media together. 778 00:36:41,680 --> 00:36:44,040 Speaker 2: And so I think there needs to be an emphasis 779 00:36:44,360 --> 00:36:46,239 Speaker 2: on that social muscle that I think a lot of 780 00:36:46,320 --> 00:36:48,400 Speaker 2: us s feel has not been exercised enough in the. 781 00:36:48,440 --> 00:36:49,280 Speaker 3: Last few years. 782 00:36:49,560 --> 00:36:52,439 Speaker 2: And we'll see which platform really does that the most 783 00:36:52,440 --> 00:36:54,600 Speaker 2: and does that the best. But I'm excited for more 784 00:36:54,719 --> 00:36:58,120 Speaker 2: entrepreneurship and more innovation that hopefully makes us feel more connected. 785 00:36:59,000 --> 00:37:01,240 Speaker 1: You guide a lot of people you know and companies 786 00:37:01,560 --> 00:37:04,800 Speaker 1: how to do better, and sometimes I feel it myself 787 00:37:04,800 --> 00:37:06,960 Speaker 1: as well. You know, it's easier to guide others and 788 00:37:07,040 --> 00:37:10,640 Speaker 1: advise others than to apply the lessons. So if you 789 00:37:10,920 --> 00:37:15,000 Speaker 1: were your own client, what you tell Zet today? 790 00:37:15,160 --> 00:37:15,760 Speaker 3: It's a big. 791 00:37:15,719 --> 00:37:18,480 Speaker 2: Question, Okay, Like I said this on a panel a 792 00:37:18,520 --> 00:37:20,880 Speaker 2: few weeks ago. Someone asked me, like, what does success 793 00:37:20,920 --> 00:37:23,759 Speaker 2: look like for you personally? And what I said was, 794 00:37:23,920 --> 00:37:25,760 Speaker 2: and this is probably the advice that I'd give myself 795 00:37:25,760 --> 00:37:28,200 Speaker 2: if I was my client, I said success for me personally, 796 00:37:28,200 --> 00:37:30,640 Speaker 2: it would look like when I was confident enough that 797 00:37:30,719 --> 00:37:33,359 Speaker 2: I would post on my main story on Instagram, would 798 00:37:33,360 --> 00:37:36,440 Speaker 2: I post on my close friends story right now? Like 799 00:37:36,560 --> 00:37:38,799 Speaker 2: I am way too scared to post what I posted 800 00:37:38,880 --> 00:37:42,160 Speaker 2: my close friends to everybody. But if I was my 801 00:37:42,320 --> 00:37:45,359 Speaker 2: unfilter itself one hundred percent of the time, I think 802 00:37:45,400 --> 00:37:48,440 Speaker 2: I'd be more marketable. I think I'd probably have more 803 00:37:48,440 --> 00:37:51,160 Speaker 2: success that I'm scared because there's also more risk attached 804 00:37:51,200 --> 00:37:53,520 Speaker 2: to that, right, And so I think if I was 805 00:37:53,600 --> 00:37:56,360 Speaker 2: my agency partner, I would say stop being so risk averse. 806 00:37:56,800 --> 00:38:00,200 Speaker 2: I would say, there is more to be gained than 807 00:38:00,280 --> 00:38:04,239 Speaker 2: to be lost by being yourself out loud, and you 808 00:38:04,280 --> 00:38:06,040 Speaker 2: should do it more often, and you should encourage your 809 00:38:06,040 --> 00:38:08,760 Speaker 2: team to do it more often, and turn the close 810 00:38:08,800 --> 00:38:11,640 Speaker 2: friends off and turn the main story on and be 811 00:38:11,760 --> 00:38:14,560 Speaker 2: yourself out loud in public all the time. And I 812 00:38:14,560 --> 00:38:16,359 Speaker 2: think a lot of gen ziers that would would relate 813 00:38:16,400 --> 00:38:18,640 Speaker 2: to that about like the we're a different person on 814 00:38:18,640 --> 00:38:20,160 Speaker 2: our friends does and close friends than we are on 815 00:38:20,239 --> 00:38:23,800 Speaker 2: our mains, right, How freedom would feel like being willing 816 00:38:24,120 --> 00:38:25,520 Speaker 2: to be fully candid out loud. 817 00:38:26,360 --> 00:38:28,840 Speaker 1: Yeah, I think that was a great kind of finish 818 00:38:28,920 --> 00:38:31,399 Speaker 1: for today's conversation, we could go on. I hope that 819 00:38:31,520 --> 00:38:34,440 Speaker 1: our audience got a good sense of you as a 820 00:38:34,440 --> 00:38:36,719 Speaker 1: person and why you do what you do. 821 00:38:36,960 --> 00:38:37,319 Speaker 3: Thank you. 822 00:38:37,600 --> 00:38:40,960 Speaker 1: Leadership isn't just about age or title. It's about courage, 823 00:38:41,280 --> 00:38:44,360 Speaker 1: it's about conviction, It's about creating space for others, and 824 00:38:44,400 --> 00:38:45,719 Speaker 1: this is what you do every day. 825 00:38:46,040 --> 00:38:46,239 Speaker 3: Question. 826 00:38:46,480 --> 00:38:49,200 Speaker 2: You have been such a phenomenal partner, and your willingness 827 00:38:49,200 --> 00:38:51,200 Speaker 2: to bring in my voice and allow me to bring 828 00:38:51,200 --> 00:38:53,759 Speaker 2: in other young voices into possible has been such an 829 00:38:53,800 --> 00:38:56,359 Speaker 2: extraordinary partnership. And I think a lot of people talk 830 00:38:56,400 --> 00:38:58,680 Speaker 2: a big talk about the power of young people, and 831 00:38:58,719 --> 00:39:00,840 Speaker 2: a lot fewer people actually empower young people. And I 832 00:39:00,840 --> 00:39:03,399 Speaker 2: think it's says so much about your conviction and your 833 00:39:03,480 --> 00:39:05,359 Speaker 2: leadership that you would have me as your first guest 834 00:39:05,360 --> 00:39:07,560 Speaker 2: on season two, that you would bring a bunch of 835 00:39:07,600 --> 00:39:10,600 Speaker 2: diversity on people with different perspectives across difference to your 836 00:39:10,600 --> 00:39:13,080 Speaker 2: conference to disrupt a lot of the hegemonic thinking of 837 00:39:13,120 --> 00:39:16,160 Speaker 2: our industry and give that center stage right. I think 838 00:39:16,160 --> 00:39:18,239 Speaker 2: that says so much of the type of leader that 839 00:39:18,280 --> 00:39:20,480 Speaker 2: you are in the world that you and envision to 840 00:39:20,520 --> 00:39:23,520 Speaker 2: be possible, And I'm really grateful that we're now partnering 841 00:39:23,560 --> 00:39:27,080 Speaker 2: for a third year to highlight more creator and creative 842 00:39:27,120 --> 00:39:29,960 Speaker 2: and change making voices at Possible because it makes me 843 00:39:30,000 --> 00:39:32,600 Speaker 2: feel like more is possible, because a lot of people 844 00:39:32,760 --> 00:39:34,600 Speaker 2: say one day it will be, but say that today 845 00:39:34,640 --> 00:39:35,479 Speaker 2: can't be that day. 846 00:39:35,640 --> 00:39:37,040 Speaker 3: And I'm really really grateful for that. 847 00:39:37,320 --> 00:39:39,880 Speaker 1: Thank you, Thank you, And we're working on further ideas 848 00:39:39,880 --> 00:39:42,560 Speaker 1: and additional ideas because we can always do better also 849 00:39:42,640 --> 00:39:44,720 Speaker 1: what we did in the past. So to my audience, 850 00:39:45,000 --> 00:39:47,280 Speaker 1: if you want to keep up with Zia's work and ideas, 851 00:39:47,320 --> 00:39:49,719 Speaker 1: you can find him on social media at z i'm 852 00:39:49,840 --> 00:39:52,359 Speaker 1: ed or follow him on LinkedIn, where he is being 853 00:39:52,440 --> 00:39:56,080 Speaker 1: named a top voice. And I hope today's episode with 854 00:39:56,239 --> 00:39:59,000 Speaker 1: Zi left you as energized and inspired as I feel 855 00:40:00,080 --> 00:40:03,040 Speaker 1: joined this conversation. Make sure to surpribe to Possible Now 856 00:40:03,160 --> 00:40:06,719 Speaker 1: stories of possibilities so you never miss an episode of 857 00:40:06,800 --> 00:40:11,360 Speaker 1: bold ideas and personal stories like Zia's. Soyldia, thank you 858 00:40:11,440 --> 00:40:14,440 Speaker 1: so much again. Until next time, Thank you, thank you, 859 00:40:16,160 --> 00:40:17,000 Speaker 1: thanks for tuning in. 860 00:40:17,040 --> 00:40:17,480 Speaker 3: Everyone. 861 00:40:17,760 --> 00:40:20,600 Speaker 1: Once again, I'm your host, Christian More. If you have 862 00:40:20,640 --> 00:40:23,719 Speaker 1: a question or suggestion to me, reach out send me 863 00:40:23,800 --> 00:40:28,560 Speaker 1: them on LinkedIn. If you're curious to learn more about Possible, 864 00:40:28,840 --> 00:40:30,920 Speaker 1: sign up for our newsletter, or if you want to 865 00:40:31,000 --> 00:40:34,480 Speaker 1: join us at the Possible Show in Miami, visit possibleevent 866 00:40:34,680 --> 00:40:38,360 Speaker 1: dot com. Possible Now is a co production of iHeartMedia 867 00:40:38,400 --> 00:40:43,040 Speaker 1: and Possible. Our executive producers are Ryan Martz and Yasmin Melandez. 868 00:40:43,480 --> 00:40:47,440 Speaker 1: Our supervising producer is Meredith Barnes. Special thanks to Colleen 869 00:40:47,560 --> 00:40:50,080 Speaker 1: Lawrence mac from our programming team. 870 00:40:50,239 --> 00:40:51,439 Speaker 3: Our theme music is. 871 00:40:51,320 --> 00:40:55,760 Speaker 1: Composed by Anthony Kellacoli. For more podcasts from iHeart, visit 872 00:40:55,760 --> 00:40:59,239 Speaker 1: the iHeart app Apple podcast, or wherever you listen to 873 00:40:59,280 --> 00:41:00,000 Speaker 1: your favorite show. 874 00:41:00,120 --> 00:41:00,200 Speaker 2: Sh