1 00:00:01,120 --> 00:00:04,840 Speaker 1: I'm off my game today. No, you're not. People are 2 00:00:04,840 --> 00:00:06,680 Speaker 1: going to have to start making better content. I think 3 00:00:06,680 --> 00:00:08,200 Speaker 1: we're gonna be talking about this for a long time. 4 00:00:08,280 --> 00:00:11,239 Speaker 1: When you program for everyone, you program for no one. 5 00:00:11,280 --> 00:00:13,360 Speaker 1: I think it's that we're purpose driven platform, like we're 6 00:00:13,360 --> 00:00:16,720 Speaker 1: trying to get to substance. How was that? Are you 7 00:00:16,760 --> 00:00:20,239 Speaker 1: happy with that? This is marketing therapy right now? It 8 00:00:20,520 --> 00:00:28,040 Speaker 1: really is? What's up? I'm Laura Currency and I'm Alexa Kristen. 9 00:00:28,120 --> 00:00:31,880 Speaker 1: Welcome back at Landia. So, Alexa, recently I sent you 10 00:00:32,080 --> 00:00:37,000 Speaker 1: a picture that is circulating the Internet of a Netflix billboard, 11 00:00:37,000 --> 00:00:39,400 Speaker 1: and I thought we might start there. I have a confession. 12 00:00:39,640 --> 00:00:42,080 Speaker 1: I have to tell you something. I saw that and 13 00:00:42,159 --> 00:00:46,480 Speaker 1: I like started to sweat. When I was like two three, 14 00:00:47,159 --> 00:00:51,640 Speaker 1: Yahoo had a billboard to billboards one in Times Square 15 00:00:52,040 --> 00:00:55,960 Speaker 1: one in San Francisco, just like the Netflix billboard. And 16 00:00:56,080 --> 00:01:00,760 Speaker 1: guess who had to program the content on that billboard. 17 00:01:00,800 --> 00:01:05,560 Speaker 1: Guess guess who yours? Truly it was me? Every week 18 00:01:06,240 --> 00:01:09,319 Speaker 1: a new message and guess what I did? But wait, 19 00:01:09,360 --> 00:01:13,039 Speaker 1: were you changing the messaging yourself or not? It wasn't 20 00:01:13,080 --> 00:01:16,679 Speaker 1: climbing a ladder, Laura. I was going into the visual 21 00:01:16,760 --> 00:01:20,880 Speaker 1: of you not only concepting, but producing and actually executing. 22 00:01:22,040 --> 00:01:27,080 Speaker 1: That would be amazing. No, But I concepted the copy 23 00:01:27,160 --> 00:01:29,760 Speaker 1: and then I had to send it to the installer 24 00:01:29,920 --> 00:01:32,120 Speaker 1: who would go up and put up the letters. Right. 25 00:01:32,840 --> 00:01:35,800 Speaker 1: So this is like two thousand and three, two thousand 26 00:01:35,800 --> 00:01:37,760 Speaker 1: and four, I was like a bitty boo in the 27 00:01:37,800 --> 00:01:41,240 Speaker 1: agency world, and I get this call from my client 28 00:01:41,400 --> 00:01:44,720 Speaker 1: for freaking out, like the Internet had broken. And I 29 00:01:44,760 --> 00:01:47,120 Speaker 1: was like, what what's wrong? And they were like, you 30 00:01:47,280 --> 00:01:52,280 Speaker 1: put the u r L on the billboards incorrectly And 31 00:01:52,360 --> 00:01:55,760 Speaker 1: you would think like all of Yahoo went down, but 32 00:01:55,840 --> 00:02:00,360 Speaker 1: now but now it was a slight change of the dot. 33 00:02:00,680 --> 00:02:03,800 Speaker 1: The dot was in the wrong place for the U 34 00:02:03,960 --> 00:02:07,200 Speaker 1: r L. That was my biggest career fumble. You could 35 00:02:07,280 --> 00:02:09,959 Speaker 1: call it a fumble, or you could have asked to 36 00:02:10,120 --> 00:02:13,120 Speaker 1: see the back end visits to know whether or not 37 00:02:13,840 --> 00:02:17,720 Speaker 1: your billboard was an effective traffic driver, a truly unique 38 00:02:17,760 --> 00:02:21,440 Speaker 1: Alexa Christian u r L. It was a truly unique 39 00:02:21,440 --> 00:02:23,519 Speaker 1: Alexa Christian you are L. And in fact it was 40 00:02:23,560 --> 00:02:26,840 Speaker 1: a hundred percent bounced percent bounce on that U are 41 00:02:26,960 --> 00:02:32,920 Speaker 1: L shining moment. Then the Netflix copy couldn't be more 42 00:02:34,120 --> 00:02:36,640 Speaker 1: on brand Alexa. The copy said, don't give up on 43 00:02:36,680 --> 00:02:43,160 Speaker 1: your dreams. We started with DVDs, I started with incorrect 44 00:02:43,240 --> 00:02:46,720 Speaker 1: U R L and the full circle. I think that's 45 00:02:46,720 --> 00:02:52,120 Speaker 1: where the show begins and maybe hands today. So Alex, 46 00:02:52,200 --> 00:02:54,400 Speaker 1: we have a great guest on the show today, Monica 47 00:02:54,440 --> 00:02:58,200 Speaker 1: Padman from Armchair Expert is here, so good. But before 48 00:02:58,400 --> 00:03:01,720 Speaker 1: we get into the Monica interview, we had a really 49 00:03:01,720 --> 00:03:04,800 Speaker 1: good conversation last night. I called you last night because 50 00:03:04,800 --> 00:03:09,320 Speaker 1: something has been bothering me, something that actually this episode 51 00:03:09,400 --> 00:03:12,040 Speaker 1: got me thinking about in a slightly different way, and 52 00:03:12,080 --> 00:03:15,720 Speaker 1: it's in context to what's been happening in the news 53 00:03:16,200 --> 00:03:20,880 Speaker 1: with media outlets in the last two weeks and something 54 00:03:20,880 --> 00:03:23,520 Speaker 1: that Monica said and you guys will hear this in 55 00:03:23,560 --> 00:03:29,040 Speaker 1: the episode. The Armchair onm Brella has a huge, huge audience, right, 56 00:03:29,080 --> 00:03:32,680 Speaker 1: They do like twenty million downloads a month just on 57 00:03:32,800 --> 00:03:36,040 Speaker 1: Armchair Expert, like on their main show, which just just 58 00:03:36,080 --> 00:03:39,560 Speaker 1: to put that in context, Tom Brady came back to 59 00:03:39,600 --> 00:03:44,200 Speaker 1: play the New England Patriots Sunday Night Football doing twenty 60 00:03:44,400 --> 00:03:48,880 Speaker 1: point five million viewers. So just to give some context 61 00:03:48,920 --> 00:03:51,320 Speaker 1: as to the universe that we're talking about here, and 62 00:03:51,600 --> 00:03:54,680 Speaker 1: that's Armchair Experts doing that monthly. And so when we 63 00:03:54,760 --> 00:03:57,480 Speaker 1: brought that up to Monica in the episode. She was like, 64 00:03:57,560 --> 00:03:59,120 Speaker 1: we don't think about that. I don't want to think 65 00:03:59,160 --> 00:04:00,760 Speaker 1: about that. In fact, I don't even want to hear 66 00:04:00,760 --> 00:04:05,200 Speaker 1: that number. And it got me thinking about how are 67 00:04:05,280 --> 00:04:14,280 Speaker 1: we actually quantifying and more importantly qualifying what is good 68 00:04:15,120 --> 00:04:19,080 Speaker 1: in media? And Laura, you said something to me last night. 69 00:04:19,360 --> 00:04:22,560 Speaker 1: We've gotten in the game of more is more? But 70 00:04:22,839 --> 00:04:26,719 Speaker 1: is it is it really more is more the goal? 71 00:04:27,160 --> 00:04:30,280 Speaker 1: Because as we go into the issues that have come 72 00:04:30,360 --> 00:04:34,760 Speaker 1: up in the last week with media companies, they've been 73 00:04:34,839 --> 00:04:38,400 Speaker 1: chasing scale, the race to the bottom, and that's become 74 00:04:38,760 --> 00:04:42,120 Speaker 1: the measuring stick, which is how big is your audience? 75 00:04:42,160 --> 00:04:45,320 Speaker 1: Because you can sell more ads, how do you get 76 00:04:45,360 --> 00:04:50,440 Speaker 1: to more eyeballs? And what's happened is through years, right, 77 00:04:50,640 --> 00:04:53,040 Speaker 1: what you and I ended up talking about last night 78 00:04:53,279 --> 00:04:57,839 Speaker 1: was what's the solve Because as long as media is 79 00:04:58,000 --> 00:05:01,479 Speaker 1: race to the bottom, more is more volume volume volume 80 00:05:01,839 --> 00:05:06,480 Speaker 1: buying on a CPM. Until that changes, we are going 81 00:05:06,560 --> 00:05:12,480 Speaker 1: to see media outlets continue to put profit over great content, 82 00:05:12,839 --> 00:05:18,200 Speaker 1: over people over what's right, and we will constantly see 83 00:05:18,680 --> 00:05:23,239 Speaker 1: some form of inflation of those numbers. So, in building 84 00:05:23,279 --> 00:05:26,560 Speaker 1: on that, bridging last week's episode to this week's episode. 85 00:05:26,800 --> 00:05:31,520 Speaker 1: There was something that Austin said in our conversation with 86 00:05:31,760 --> 00:05:36,560 Speaker 1: Morning Brew on our last episode that really stuck out 87 00:05:36,560 --> 00:05:41,840 Speaker 1: to me and I can't stop thinking about it. When 88 00:05:41,839 --> 00:05:44,320 Speaker 1: he was talking about receiving one of their first big 89 00:05:44,440 --> 00:05:50,120 Speaker 1: RFPs from from a major advertiser, they RFP for a 90 00:05:50,279 --> 00:05:57,120 Speaker 1: range of budget and as part of that conversation, he 91 00:05:57,240 --> 00:06:01,640 Speaker 1: posed a question which was, well, how big does our 92 00:06:01,680 --> 00:06:06,479 Speaker 1: audience have to be to warrant your five thousand dollar 93 00:06:07,440 --> 00:06:14,920 Speaker 1: commitment or RFP? And it's sat with me because there's 94 00:06:14,960 --> 00:06:18,240 Speaker 1: a common denominator here that we've applied as buyers in 95 00:06:18,320 --> 00:06:23,200 Speaker 1: the industry that the same model or methodology I applied 96 00:06:23,240 --> 00:06:29,000 Speaker 1: to buying a major broadcast network would be the same 97 00:06:29,000 --> 00:06:33,920 Speaker 1: methodology I apply to buying a niche newsletter. When I 98 00:06:33,960 --> 00:06:39,480 Speaker 1: think about people raising their hand, subscribing to a newsletter, 99 00:06:40,000 --> 00:06:44,400 Speaker 1: spending five plus minutes with the newsletter, sharing the newsletter, 100 00:06:44,520 --> 00:06:47,280 Speaker 1: coming back the next day in their inbox, opening the newsletter, 101 00:06:47,400 --> 00:06:51,000 Speaker 1: it's a different behavior than being exposed to a thirty 102 00:06:51,040 --> 00:06:53,440 Speaker 1: second spot on television, But yet I buy it the 103 00:06:53,480 --> 00:06:58,120 Speaker 1: same way. Is that correct? So last night, after we 104 00:06:58,160 --> 00:06:59,800 Speaker 1: got off the phone, which you know, I went on 105 00:06:59,839 --> 00:07:03,520 Speaker 1: the Internet to try to figure out the origin of 106 00:07:03,560 --> 00:07:06,120 Speaker 1: the CPM model. I would love to have somebody in 107 00:07:06,200 --> 00:07:10,480 Speaker 1: Landia come on the show and take us through the 108 00:07:10,560 --> 00:07:14,400 Speaker 1: origins of the CPM model and why it hasn't evolved 109 00:07:14,400 --> 00:07:16,840 Speaker 1: into modern media. And I think the thing that we're 110 00:07:16,880 --> 00:07:22,160 Speaker 1: getting to today is the creator economy and Web three 111 00:07:22,560 --> 00:07:25,680 Speaker 1: might just be the thing that breaks the model. It 112 00:07:25,720 --> 00:07:28,960 Speaker 1: breaks the model, and it has to break the model. 113 00:07:29,760 --> 00:07:33,040 Speaker 1: It has to break the model. That's what's so exciting 114 00:07:33,080 --> 00:07:40,120 Speaker 1: about this. When we talk about media capturing audience, the flip. 115 00:07:41,040 --> 00:07:48,160 Speaker 1: The flip is audience voting with their wallet on that media. 116 00:07:48,360 --> 00:07:50,640 Speaker 1: I mean Twitter, tip Jar is an example of that 117 00:07:51,040 --> 00:07:55,440 Speaker 1: sub stack, etcetera, etcetera, etcetera. This is not, by the way, 118 00:07:55,480 --> 00:07:59,520 Speaker 1: this is not a drill. What's going to happen as 119 00:07:59,640 --> 00:08:05,000 Speaker 1: more audiences fragment and they start to find who and 120 00:08:05,040 --> 00:08:09,040 Speaker 1: what speaks to them, that's when you start to see 121 00:08:09,040 --> 00:08:12,040 Speaker 1: the hockey stick. That's when you start to see the growth. 122 00:08:12,360 --> 00:08:14,680 Speaker 1: That's when you buy the T shirt. It's exactly right, 123 00:08:15,320 --> 00:08:18,600 Speaker 1: it's the t shirt, it's the ticket sale. It is 124 00:08:18,640 --> 00:08:24,480 Speaker 1: a difference between monthly active users and fandom, and fandom 125 00:08:24,560 --> 00:08:30,840 Speaker 1: and the metrics that you quantify for fandom as opposed 126 00:08:30,840 --> 00:08:35,920 Speaker 1: to passive scale. It's just like we're talking about a 127 00:08:36,000 --> 00:08:40,559 Speaker 1: different model. It's a totally different game. Kicking us back 128 00:08:40,600 --> 00:08:43,960 Speaker 1: into the Monica episode, there are a couple of gems 129 00:08:43,960 --> 00:08:48,560 Speaker 1: in here that could be ignored and it's what hooked 130 00:08:48,640 --> 00:08:52,520 Speaker 1: me and got me thinking about this stuff last night, 131 00:08:52,920 --> 00:08:58,880 Speaker 1: which was volume versus specific and are those things. It's 132 00:08:58,960 --> 00:09:01,400 Speaker 1: very similar to the common station we had with Alex 133 00:09:01,440 --> 00:09:06,599 Speaker 1: and Austin, which is niche and scale are not mutually exclusive. 134 00:09:06,720 --> 00:09:09,440 Speaker 1: You can have niche and you can have scale. The 135 00:09:09,520 --> 00:09:16,480 Speaker 1: specificity specificity why specific is universal. So with that, Atlantia, 136 00:09:16,720 --> 00:09:19,280 Speaker 1: we hope you love this. Listen, we'll be right back 137 00:09:25,040 --> 00:09:27,480 Speaker 1: al right at Landia. We are back with our partners 138 00:09:27,520 --> 00:09:30,199 Speaker 1: that yield Mo. If you remember, we spent our first 139 00:09:30,280 --> 00:09:33,120 Speaker 1: mini series talking about how yield Mo works with brands 140 00:09:33,120 --> 00:09:36,800 Speaker 1: to make audience attention actionable and in this mini series 141 00:09:36,920 --> 00:09:40,280 Speaker 1: we take on how contextual targeting is being reimagined as 142 00:09:40,320 --> 00:09:45,200 Speaker 1: brands make every interaction with their consumer meaningful. Welcome Lisa Bradner, 143 00:09:45,360 --> 00:09:48,440 Speaker 1: GM of Data and Analytics from yield Mo. Thank you 144 00:09:48,480 --> 00:09:50,400 Speaker 1: so much, great to be back. Always great to talk 145 00:09:50,440 --> 00:09:54,160 Speaker 1: to you guys. Lisa, how does real time factor into 146 00:09:54,600 --> 00:10:00,120 Speaker 1: context irrelevance? Real time for contextual is critical because if 147 00:10:00,120 --> 00:10:03,360 Speaker 1: you don't have that audience signal that says I know 148 00:10:03,400 --> 00:10:06,560 Speaker 1: who this person is and I know the message I 149 00:10:06,600 --> 00:10:10,440 Speaker 1: gave them previously, you need those real time signals to 150 00:10:10,480 --> 00:10:13,320 Speaker 1: say and I serving the right creative or not? Is 151 00:10:13,360 --> 00:10:17,319 Speaker 1: this message hitting or not. In addition, so much media 152 00:10:17,480 --> 00:10:21,720 Speaker 1: is now integrating commerce that that window between exposure and 153 00:10:21,800 --> 00:10:25,040 Speaker 1: sale is getting shorter all the time. So if you're 154 00:10:25,040 --> 00:10:27,520 Speaker 1: not real time, you may miss a sale. Right, It's 155 00:10:27,559 --> 00:10:30,400 Speaker 1: not just you're missing the impression, you actually missed the 156 00:10:30,440 --> 00:10:34,559 Speaker 1: opportunity to close the sale. So being able to quickly 157 00:10:34,600 --> 00:10:38,400 Speaker 1: optimize and adjust and using machines to do that is 158 00:10:38,440 --> 00:10:40,959 Speaker 1: how you're going to increase your row as your r 159 00:10:41,000 --> 00:10:44,680 Speaker 1: o I, your sales overall. It's a critical component to 160 00:10:44,760 --> 00:10:47,800 Speaker 1: marketing and advertising today. And if we need to get 161 00:10:47,840 --> 00:10:52,880 Speaker 1: that close to increasing the potential of that sale conversion engagement, 162 00:10:53,640 --> 00:10:56,840 Speaker 1: what are the implications that marketers need to be thinking 163 00:10:56,880 --> 00:11:02,080 Speaker 1: about in optimizing the process. I think there's a lot 164 00:11:02,160 --> 00:11:04,120 Speaker 1: of things that and then marketing that we need to 165 00:11:04,120 --> 00:11:06,960 Speaker 1: turn on their head. I would challenge the first thing 166 00:11:07,000 --> 00:11:09,720 Speaker 1: we should do is take the c DJ right, the 167 00:11:09,720 --> 00:11:13,079 Speaker 1: consumer decision journey, throw it out and rethink it right. 168 00:11:13,120 --> 00:11:15,839 Speaker 1: We've always come at it from oh we you know, 169 00:11:15,920 --> 00:11:17,880 Speaker 1: Laura likes to listen to radio when she's up in 170 00:11:17,880 --> 00:11:19,839 Speaker 1: the morning, and then she comes home and checks her 171 00:11:19,880 --> 00:11:23,640 Speaker 1: phone for weather, and then she watches TV. As a marketer, 172 00:11:23,720 --> 00:11:26,360 Speaker 1: I don't know what to do with that. I suggest 173 00:11:26,400 --> 00:11:28,960 Speaker 1: that we turn it on their head and say, what 174 00:11:29,080 --> 00:11:33,080 Speaker 1: do I want to communicate throughout my day? What is 175 00:11:33,120 --> 00:11:37,760 Speaker 1: the right message, when, where and why for my customers 176 00:11:38,600 --> 00:11:42,319 Speaker 1: and match the media and creative to that. I think 177 00:11:42,360 --> 00:11:45,720 Speaker 1: we're really on the edge of marketers coming back and 178 00:11:45,720 --> 00:11:49,960 Speaker 1: really owning that customer experience. And instead of worrying about 179 00:11:50,000 --> 00:11:52,959 Speaker 1: each individual and thinking if I can just collect enough 180 00:11:53,040 --> 00:11:54,840 Speaker 1: data about you, I can get you to buy me, 181 00:11:55,640 --> 00:11:58,200 Speaker 1: they're going to take a healthy step back to saying 182 00:11:58,720 --> 00:12:02,240 Speaker 1: who is my brand, where does it belong, and how 183 00:12:02,280 --> 00:12:04,760 Speaker 1: should I show up in each of these environments and 184 00:12:04,800 --> 00:12:09,320 Speaker 1: when to do that effectively, your creative and media strategies 185 00:12:09,360 --> 00:12:12,240 Speaker 1: have to be completely linked, right. You can't build out 186 00:12:12,240 --> 00:12:14,319 Speaker 1: the entire creative campaign and they say, oh, yeah, I 187 00:12:14,360 --> 00:12:16,440 Speaker 1: guess we should have a media plan for this. You 188 00:12:16,440 --> 00:12:19,120 Speaker 1: should be building that media plan and then building the 189 00:12:19,200 --> 00:12:22,320 Speaker 1: creative notes that go with each step of that media plan. 190 00:12:22,720 --> 00:12:25,240 Speaker 1: So instead of having a consumer decision journey, it should 191 00:12:25,240 --> 00:12:28,440 Speaker 1: be the brand decision journey and mapping the creative and 192 00:12:28,480 --> 00:12:31,480 Speaker 1: media to match all that. Thank you, Lisa Bradner and 193 00:12:31,480 --> 00:12:34,120 Speaker 1: our partners at yield MO. Looking forward to having you 194 00:12:34,160 --> 00:12:42,120 Speaker 1: back for part three of our four part series Welcome 195 00:12:42,160 --> 00:12:45,240 Speaker 1: Back at Landia. We're super excited if you have a 196 00:12:45,320 --> 00:12:48,560 Speaker 1: special guest with us today. Monica Padman is joining us 197 00:12:48,800 --> 00:12:52,640 Speaker 1: in Adlandia. Monica is the co creator, co host and 198 00:12:52,720 --> 00:12:58,640 Speaker 1: producer of Armchair Expert. Welcome Monica, Monica, Hi, thanks for 199 00:12:58,800 --> 00:13:01,320 Speaker 1: having me. We're so excited to have you. I have 200 00:13:01,440 --> 00:13:05,679 Speaker 1: to shout out our friend Brad Grossman at Zeit Guide, 201 00:13:05,800 --> 00:13:08,560 Speaker 1: who connected us and was like it was hilarious. Actually 202 00:13:09,240 --> 00:13:11,400 Speaker 1: he texted me he said, do you know Monica Padman? 203 00:13:11,480 --> 00:13:14,160 Speaker 1: I wrote back, No, why would I know, Monica Padman. 204 00:13:15,160 --> 00:13:17,200 Speaker 1: So you're gracious enough to come on the show and 205 00:13:17,240 --> 00:13:22,480 Speaker 1: talk to us about audio podcasting talent and the breakout 206 00:13:22,640 --> 00:13:25,760 Speaker 1: show that you and Dak Sheppard have created, and I 207 00:13:25,800 --> 00:13:28,120 Speaker 1: don't want to Actually it's not even a show anymore. 208 00:13:28,360 --> 00:13:32,880 Speaker 1: It's a network yeah, it's a true network. So Laura 209 00:13:32,920 --> 00:13:35,880 Speaker 1: and I have read all of the things, right, like 210 00:13:36,040 --> 00:13:38,760 Speaker 1: how you and Dax kind of got started. I think 211 00:13:38,800 --> 00:13:41,360 Speaker 1: people can read about that. It's a great story arguing 212 00:13:41,360 --> 00:13:45,240 Speaker 1: about serial dak saying I'm really interested in podcasting. You 213 00:13:45,240 --> 00:13:48,280 Speaker 1: guys have created something amazing. I think there's a lot 214 00:13:48,280 --> 00:13:51,640 Speaker 1: of magic in the relationship that you have. Obviously you 215 00:13:51,800 --> 00:13:55,160 Speaker 1: have a really strong perspective about the programming of the show, 216 00:13:55,559 --> 00:13:58,079 Speaker 1: how you edit the show, how you produced the show, 217 00:13:58,520 --> 00:14:01,839 Speaker 1: the shows that you've selected. It as the kind of 218 00:14:01,960 --> 00:14:04,959 Speaker 1: network has started to really mature all of those things. 219 00:14:04,960 --> 00:14:06,680 Speaker 1: So that's the kind of stuff we want to talk about. 220 00:14:06,760 --> 00:14:10,080 Speaker 1: But before we get into that, really talk about when 221 00:14:10,080 --> 00:14:12,000 Speaker 1: I was reading I think it was the l A 222 00:14:12,080 --> 00:14:16,840 Speaker 1: Times article that was profiling the show and really got 223 00:14:16,880 --> 00:14:19,040 Speaker 1: deep into a little bit more detail. And one of 224 00:14:19,040 --> 00:14:22,160 Speaker 1: the things that they said was Monica presented Dax with 225 00:14:22,240 --> 00:14:25,080 Speaker 1: the business plan. So Dax said, I want to do this, 226 00:14:26,080 --> 00:14:28,960 Speaker 1: and you presented him with a business plan. But nowhere 227 00:14:29,000 --> 00:14:33,520 Speaker 1: could I find what the business plan actually said. So Monica, 228 00:14:33,840 --> 00:14:37,720 Speaker 1: what was in the business plan? Well you probably haven't 229 00:14:37,720 --> 00:14:41,920 Speaker 1: found details on that, because that's a really h that's 230 00:14:41,960 --> 00:14:45,040 Speaker 1: really fancy way of saying what happened by saying that 231 00:14:45,240 --> 00:14:49,840 Speaker 1: I proposed a business plan. Really what happened is he said, 232 00:14:50,200 --> 00:14:52,080 Speaker 1: I kind of want to do a podcast. It goes 233 00:14:52,240 --> 00:14:55,520 Speaker 1: really nonchalant, and I was like, okay, let's do it. 234 00:14:55,760 --> 00:14:59,440 Speaker 1: I'll figure it out. So that was kind of the 235 00:14:59,480 --> 00:15:04,320 Speaker 1: business plan I suppose. Um. And then from there, from 236 00:15:04,360 --> 00:15:05,920 Speaker 1: there I was like, oh, I gotta I guess I 237 00:15:05,920 --> 00:15:14,440 Speaker 1: gotta figure it out. UM. So I approached via my therapist. 238 00:15:15,360 --> 00:15:18,680 Speaker 1: This is so bizarre, but my I found my therapist. 239 00:15:18,840 --> 00:15:23,200 Speaker 1: It's not gonna their podcast. I was listening to this 240 00:15:23,240 --> 00:15:25,920 Speaker 1: amazing podcast called Totally Lame that I used to love 241 00:15:26,000 --> 00:15:31,120 Speaker 1: so much, and it's it's no longer a recurring podcast, 242 00:15:31,120 --> 00:15:34,000 Speaker 1: but it was so good and my therapist was on 243 00:15:34,080 --> 00:15:37,080 Speaker 1: it randomly before she was my therapist, and I heard 244 00:15:37,080 --> 00:15:40,200 Speaker 1: her and I was looking for a therapist. So I, like, 245 00:15:40,680 --> 00:15:43,200 Speaker 1: you know, reached out to like hello at totally lame 246 00:15:43,400 --> 00:15:45,880 Speaker 1: dot com whatever they're like general email was, and I 247 00:15:45,960 --> 00:15:49,080 Speaker 1: was like, can I have the email for this therapist? 248 00:15:49,840 --> 00:15:52,640 Speaker 1: And they sent it to me and so she's my 249 00:15:52,720 --> 00:15:56,440 Speaker 1: therapist now. Um. And then I sort of reverse engineered 250 00:15:56,480 --> 00:15:58,520 Speaker 1: that and reached out to my therapist, and I was like, 251 00:15:58,560 --> 00:16:02,080 Speaker 1: can you please connect me to Elizabeth? That totally lame. 252 00:16:02,600 --> 00:16:05,240 Speaker 1: I'd like to pick her brain on this. So she 253 00:16:05,440 --> 00:16:08,520 Speaker 1: did and I met with her, and then I sat 254 00:16:08,560 --> 00:16:11,680 Speaker 1: in on a recording and like watched how they did 255 00:16:11,720 --> 00:16:17,680 Speaker 1: it UM, and I left and I thought, Okay, we 256 00:16:17,720 --> 00:16:22,680 Speaker 1: can do this. UM might be easy to bring in 257 00:16:22,720 --> 00:16:26,600 Speaker 1: a third person who can like do the sound board 258 00:16:26,880 --> 00:16:29,440 Speaker 1: and I don't have to worry about that. So we did. 259 00:16:29,520 --> 00:16:33,280 Speaker 1: We brought on Rob and then from there we kind 260 00:16:33,280 --> 00:16:36,760 Speaker 1: of really got into the weeds on what we wanted 261 00:16:36,800 --> 00:16:39,640 Speaker 1: the show to be. You know, I have a lot 262 00:16:39,680 --> 00:16:43,120 Speaker 1: of opinions. Dax has a lot of opinions. Luckily, in 263 00:16:43,280 --> 00:16:48,440 Speaker 1: business they often align. In many other ways they never align, 264 00:16:48,600 --> 00:16:51,600 Speaker 1: which is part of the fun, but in business they do, 265 00:16:51,760 --> 00:16:56,320 Speaker 1: so you know. He he considers himself an armchair expert, 266 00:16:56,880 --> 00:16:59,480 Speaker 1: which is a hilarious phrase. He learned an anthropology and 267 00:16:59,520 --> 00:17:01,920 Speaker 1: call it into it where you think you know everything 268 00:17:01,960 --> 00:17:06,119 Speaker 1: about everything. I must say, it's a really compelling like 269 00:17:06,200 --> 00:17:08,880 Speaker 1: you get it instantly right, which just as marketers were 270 00:17:08,880 --> 00:17:11,920 Speaker 1: always thinking about how do you communicate directly without having 271 00:17:11,960 --> 00:17:14,280 Speaker 1: to kind of click in Well, yeah, I mean I 272 00:17:14,320 --> 00:17:17,360 Speaker 1: think generally and ax is just really really really good 273 00:17:17,400 --> 00:17:23,080 Speaker 1: in general at naming stuff, um, you know, titling scripts 274 00:17:23,160 --> 00:17:26,120 Speaker 1: and everything. So that's that's sort of his whealhouse in general. 275 00:17:26,200 --> 00:17:31,000 Speaker 1: But um, it is true like I think in marketing. 276 00:17:31,080 --> 00:17:34,160 Speaker 1: And I also was a double majored in theater MPR, 277 00:17:35,400 --> 00:17:37,520 Speaker 1: so I took a lot of marketing classes as well 278 00:17:37,560 --> 00:17:40,120 Speaker 1: and lived in that world for a bit. And so 279 00:17:41,400 --> 00:17:47,800 Speaker 1: I just think relatability is, yeah, the key. It's the 280 00:17:47,920 --> 00:17:55,320 Speaker 1: key across the board. And everyone knows someone who's an 281 00:17:55,400 --> 00:18:01,080 Speaker 1: armchair expert or who themselves is considers themselves an arm 282 00:18:01,080 --> 00:18:04,639 Speaker 1: track expert, like I know it all essentially, Um, everyone 283 00:18:04,760 --> 00:18:06,840 Speaker 1: has one of those in their life. So you can 284 00:18:06,880 --> 00:18:10,320 Speaker 1: immediately click into that when you hear it. I think 285 00:18:10,359 --> 00:18:13,159 Speaker 1: that's sort of one of the powerful things about that 286 00:18:13,240 --> 00:18:18,760 Speaker 1: title in general, um and and titles overall that attract me. 287 00:18:18,920 --> 00:18:21,880 Speaker 1: It's like if your brain can connect into something personal, 288 00:18:22,760 --> 00:18:25,840 Speaker 1: you're like you're half the battle is done. I think. Well, 289 00:18:25,880 --> 00:18:29,840 Speaker 1: also a level of accessibility to yeah exactly. I think 290 00:18:29,840 --> 00:18:32,520 Speaker 1: you just like described everything a marketer is trying to do. 291 00:18:32,600 --> 00:18:35,280 Speaker 1: By the way, like period, like you can get all 292 00:18:35,280 --> 00:18:38,560 Speaker 1: this fancy shit, but that's what a marketer is trying 293 00:18:38,560 --> 00:18:42,520 Speaker 1: to do ultimately, how do I relate my product whatever 294 00:18:42,560 --> 00:18:47,480 Speaker 1: that is to you exactly? And now where it's getting 295 00:18:47,520 --> 00:18:53,720 Speaker 1: cool is in fans and community and creativity and opening 296 00:18:53,760 --> 00:18:57,679 Speaker 1: that stuff up I think with more players hopefully right uh, 297 00:18:57,800 --> 00:19:01,480 Speaker 1: in places we didn't expect them. So, Monica, you had 298 00:19:01,520 --> 00:19:03,960 Speaker 1: the business plan, which is I'll figure it out to 299 00:19:04,040 --> 00:19:08,639 Speaker 1: meet Rob. Rob joins the team. How did you begin 300 00:19:08,720 --> 00:19:11,000 Speaker 1: to think about the thesis for the show and how 301 00:19:11,040 --> 00:19:13,000 Speaker 1: you were going to program it? And was there a 302 00:19:13,000 --> 00:19:15,639 Speaker 1: playbook that you kind of set out to deliver on 303 00:19:15,800 --> 00:19:18,840 Speaker 1: or was it iterative? And as you grew you sort 304 00:19:18,880 --> 00:19:22,200 Speaker 1: of learned where the sweet spot was. I think both. 305 00:19:22,440 --> 00:19:27,680 Speaker 1: So we both loved Sam Harris's podcast It's now called 306 00:19:27,720 --> 00:19:31,520 Speaker 1: Waking Up with Sam Harris. We loved that show and 307 00:19:31,720 --> 00:19:34,480 Speaker 1: and and love that show still, UM and a lot 308 00:19:34,520 --> 00:19:39,440 Speaker 1: of our debates were centered around Sam's podcast every week, 309 00:19:39,720 --> 00:19:42,720 Speaker 1: and we love that format. It was just an interview show, 310 00:19:42,880 --> 00:19:47,040 Speaker 1: you know, but Sam is a genius. I think by 311 00:19:47,119 --> 00:19:51,440 Speaker 1: like real metrics, he's he is a genius, and so 312 00:19:52,760 --> 00:19:59,720 Speaker 1: his questions were not normal, you know, they were very specific, 313 00:19:59,800 --> 00:20:05,280 Speaker 1: in very different, very unique to his brain, which lad 314 00:20:05,359 --> 00:20:11,199 Speaker 1: these interviews into such um interesting territory, I think, And 315 00:20:11,359 --> 00:20:15,960 Speaker 1: so we just wanted to replicate that, not replicate what 316 00:20:16,040 --> 00:20:20,399 Speaker 1: Sam did, but replicate an interview show that's very authentic 317 00:20:20,560 --> 00:20:24,240 Speaker 1: to us and what we think about in the way 318 00:20:24,280 --> 00:20:30,920 Speaker 1: our brains work, which is a lot of vulnerability and honesty. 319 00:20:31,320 --> 00:20:33,399 Speaker 1: Those are kind of the main tenants. And you know, 320 00:20:33,480 --> 00:20:41,040 Speaker 1: decks coming from a a so focused on progress not perfection, Um, 321 00:20:41,080 --> 00:20:45,159 Speaker 1: the journey, not the result. You know, all of those things, 322 00:20:45,200 --> 00:20:47,800 Speaker 1: and any aligned with all those things too, just cause, 323 00:20:48,119 --> 00:20:51,880 Speaker 1: and so that has always been what we've been been 324 00:20:51,920 --> 00:20:54,120 Speaker 1: interested in talking about. Like you know, we always say 325 00:20:54,119 --> 00:20:56,280 Speaker 1: we're not interested in the day you won the Emmy, 326 00:20:56,440 --> 00:20:58,960 Speaker 1: but the two weeks after when you're out of work 327 00:20:59,000 --> 00:21:02,439 Speaker 1: and you don't know what to do, because that's the 328 00:21:02,480 --> 00:21:06,040 Speaker 1: thing we can all relate to. So um. Yeah, so 329 00:21:06,400 --> 00:21:11,280 Speaker 1: we always knew, like intellectually this is the show, but 330 00:21:11,680 --> 00:21:14,840 Speaker 1: we didn't really, of course, know what the show was 331 00:21:14,920 --> 00:21:17,800 Speaker 1: until we started it, until we started testing it out 332 00:21:17,880 --> 00:21:20,080 Speaker 1: and doing it, We didn't know what we were doing 333 00:21:20,200 --> 00:21:23,920 Speaker 1: at all. Um. The first episode was with Kristen and 334 00:21:24,600 --> 00:21:28,439 Speaker 1: I didn't say anything. I sat there, I had no words, like, 335 00:21:28,520 --> 00:21:30,239 Speaker 1: I didn't know, We didn't know, We didn't know what 336 00:21:30,280 --> 00:21:35,119 Speaker 1: it was going to be. And we had Chris Hardwick 337 00:21:35,200 --> 00:21:38,560 Speaker 1: on pretty early on in the show and he gave 338 00:21:38,640 --> 00:21:41,480 Speaker 1: some great advice which was like, yeah, do a little research, 339 00:21:41,640 --> 00:21:44,960 Speaker 1: but don't be afraid to not not look at it, 340 00:21:45,280 --> 00:21:47,720 Speaker 1: because that for our first few were like a little 341 00:21:47,720 --> 00:21:49,800 Speaker 1: bit more regimented in that way because it was like 342 00:21:49,920 --> 00:21:52,400 Speaker 1: real question. You know THATX had a list of questions 343 00:21:52,400 --> 00:21:54,120 Speaker 1: and he wanted to get to them and it felt 344 00:21:54,160 --> 00:21:58,479 Speaker 1: a little more confined planned. Yeah, and I think us 345 00:21:58,560 --> 00:22:03,000 Speaker 1: doing the fact check kind of helped with that because 346 00:22:03,280 --> 00:22:06,959 Speaker 1: that is a space where we could really be us 347 00:22:07,000 --> 00:22:09,679 Speaker 1: and not even could really be us. We had to 348 00:22:09,760 --> 00:22:11,720 Speaker 1: be like we just didn't even have an option. We're 349 00:22:11,800 --> 00:22:13,960 Speaker 1: just the two of us in a room. It's gonna happen. 350 00:22:14,000 --> 00:22:17,760 Speaker 1: We're gonna argue, we're gonna laugh, we're gonna make jokes. Uh, 351 00:22:17,800 --> 00:22:19,560 Speaker 1: we're gonna get mad at each other. Like you know, 352 00:22:19,600 --> 00:22:22,600 Speaker 1: these are all just the realities of our friendship. And 353 00:22:22,800 --> 00:22:25,720 Speaker 1: there's no We're not good at hiding it or making 354 00:22:25,760 --> 00:22:28,960 Speaker 1: it look pretty. I mean you can tell, you can 355 00:22:29,320 --> 00:22:32,919 Speaker 1: really tell on our fact checks the ones where we 356 00:22:33,000 --> 00:22:37,080 Speaker 1: have just had a fight. Um, we tried to be 357 00:22:38,320 --> 00:22:40,639 Speaker 1: We try to put it aside and be professional and 358 00:22:40,640 --> 00:22:43,200 Speaker 1: have fun on on the factor. But I mean, we're 359 00:22:43,240 --> 00:22:46,480 Speaker 1: just not good at it. Like we are very much 360 00:22:47,119 --> 00:22:51,400 Speaker 1: um animals of our emotional state, which is normally good 361 00:22:51,480 --> 00:22:54,720 Speaker 1: and fun, but you know, we have our moments. So 362 00:22:54,720 --> 00:22:57,439 Speaker 1: so anyway, once we started doing that, which was I 363 00:22:57,480 --> 00:23:00,280 Speaker 1: think off the first episode, but once we started to realize, oh, 364 00:23:00,320 --> 00:23:04,199 Speaker 1: this is fun, like this organic chatter is where the 365 00:23:04,520 --> 00:23:07,119 Speaker 1: as you say, magic is, we started incorporating that a 366 00:23:07,160 --> 00:23:10,879 Speaker 1: little bit more into the actual interviews and just realizing, like, 367 00:23:11,000 --> 00:23:14,480 Speaker 1: organic is the way to go. How did you guys 368 00:23:14,600 --> 00:23:20,199 Speaker 1: go from okay? So episode one right now you have 369 00:23:20,320 --> 00:23:24,800 Speaker 1: like over twenty million listeners. That's a monthly number. It's bloggers, 370 00:23:25,240 --> 00:23:28,159 Speaker 1: it is, I know. So my question is, what was 371 00:23:28,200 --> 00:23:32,560 Speaker 1: the trajectory, if you know, like generally right, like what 372 00:23:32,600 --> 00:23:36,600 Speaker 1: was the trajectory? And could you guys feel astride from okay? 373 00:23:36,640 --> 00:23:41,200 Speaker 1: This feels good to us programming wise, cadence, our cadence, 374 00:23:41,240 --> 00:23:47,000 Speaker 1: our relationship and the show downloads and success. That's so 375 00:23:47,440 --> 00:23:51,480 Speaker 1: funny that you bring all this up because as you're 376 00:23:51,520 --> 00:23:54,600 Speaker 1: saying those numbers, there's a part of me that wants 377 00:23:54,640 --> 00:23:57,119 Speaker 1: to like put my fingers in my ears. And not 378 00:23:57,359 --> 00:24:03,560 Speaker 1: hear it, because I really think the reason our show 379 00:24:04,240 --> 00:24:09,760 Speaker 1: works is that it's very intimate. And the reason it 380 00:24:09,920 --> 00:24:13,040 Speaker 1: is is again, like I said, like we're best friends, 381 00:24:13,040 --> 00:24:16,359 Speaker 1: so when we're when we're together, we just feel like 382 00:24:16,440 --> 00:24:21,040 Speaker 1: it's us and the person. Definitely not thinking about numbers 383 00:24:21,119 --> 00:24:24,920 Speaker 1: like twenty millions. None of that is in our heads 384 00:24:24,960 --> 00:24:29,639 Speaker 1: at all. It's three three people, me, him and our guest. 385 00:24:30,000 --> 00:24:34,439 Speaker 1: And again, to give everyone their due credit, we launched 386 00:24:34,440 --> 00:24:36,720 Speaker 1: our show with Kristen, as I just said, And so 387 00:24:37,600 --> 00:24:40,959 Speaker 1: you know that people want to hear Dax and Kristen. 388 00:24:41,119 --> 00:24:47,359 Speaker 1: That's that is a truth. So it was not lost 389 00:24:47,440 --> 00:24:50,720 Speaker 1: on us that that would probably have like a fair 390 00:24:50,760 --> 00:24:53,920 Speaker 1: amount of people come to see us. But the fact 391 00:24:53,960 --> 00:24:59,400 Speaker 1: that they stuck around, um was a shock to us. 392 00:25:00,520 --> 00:25:06,080 Speaker 1: We were so thrilled and excited by it, and um grateful, 393 00:25:06,200 --> 00:25:10,600 Speaker 1: so grateful for it. But really we just want to 394 00:25:10,640 --> 00:25:13,200 Speaker 1: I mean it sounds so cliche, like I wish there 395 00:25:13,240 --> 00:25:15,840 Speaker 1: was a not cliche way to say, you just got 396 00:25:15,840 --> 00:25:19,240 Speaker 1: to do what you like doing, But it's the truth. 397 00:25:19,480 --> 00:25:22,040 Speaker 1: Like the reason we wanted to do this is because 398 00:25:22,480 --> 00:25:26,520 Speaker 1: it's just fun to talk to people and learn from people. 399 00:25:26,560 --> 00:25:29,679 Speaker 1: We both always say that we in our retirement, we 400 00:25:29,720 --> 00:25:33,520 Speaker 1: want to go back to college. UM. And this in 401 00:25:33,800 --> 00:25:36,440 Speaker 1: a way is that is just like learning from each 402 00:25:36,480 --> 00:25:40,480 Speaker 1: person without the you know, final exam, which is you know, 403 00:25:40,680 --> 00:25:42,919 Speaker 1: it's just the best part of all those things, especially 404 00:25:42,920 --> 00:25:46,320 Speaker 1: our Thursdays. Those are always my favorite. UM. We have 405 00:25:46,400 --> 00:25:49,040 Speaker 1: like professors on and the most you know, scientists, the 406 00:25:49,080 --> 00:25:52,679 Speaker 1: most insane insane people. Bill Gates like, why are you 407 00:25:52,720 --> 00:25:55,240 Speaker 1: talking to us? Bill Gates? Laura and I are in 408 00:25:55,320 --> 00:25:58,959 Speaker 1: the in the business right of creative, the commercial side 409 00:25:58,960 --> 00:26:01,600 Speaker 1: of creative, and all the time people ask us, but 410 00:26:01,680 --> 00:26:05,000 Speaker 1: prove prove it, prove the proof that it works. Prove 411 00:26:05,080 --> 00:26:07,120 Speaker 1: that it works, prove that it works. I would love 412 00:26:07,200 --> 00:26:10,679 Speaker 1: to see We talk about metrics all the time, like 413 00:26:10,720 --> 00:26:12,639 Speaker 1: how are you measuring it? Why does it matter? I 414 00:26:12,640 --> 00:26:15,680 Speaker 1: would love to see a metric that said. Bill Gates 415 00:26:15,880 --> 00:26:21,920 Speaker 1: asked the two people right to have a conversation about humanity, 416 00:26:21,960 --> 00:26:26,399 Speaker 1: the future of humanity. Yeah, Monica, was there a point 417 00:26:26,520 --> 00:26:30,200 Speaker 1: in the journey since this started that you knew this 418 00:26:30,280 --> 00:26:34,200 Speaker 1: was going to go from having these debates that sounds 419 00:26:34,240 --> 00:26:37,119 Speaker 1: like you were normally having off the mic anyway, to 420 00:26:37,320 --> 00:26:42,399 Speaker 1: like full fledged business platform. Was there that moment for 421 00:26:42,440 --> 00:26:47,600 Speaker 1: you I can't say there was an exact moment so 422 00:26:47,720 --> 00:26:55,360 Speaker 1: much as in fact, I am sort of slow, like 423 00:26:55,440 --> 00:26:59,639 Speaker 1: you know, at the beginning, like I'm very scared to 424 00:26:59,680 --> 00:27:01,760 Speaker 1: be like let's do this this, this, this, this and 425 00:27:01,800 --> 00:27:04,160 Speaker 1: this and this, and you know, I'm like, no, no, no, no, no, 426 00:27:04,280 --> 00:27:08,120 Speaker 1: let's let's slow down. Let's do this for a bit, 427 00:27:08,240 --> 00:27:11,040 Speaker 1: let's make this amazing, let's bring people in with this, 428 00:27:11,119 --> 00:27:13,440 Speaker 1: and then let's talk about the next thing, and then 429 00:27:13,680 --> 00:27:16,320 Speaker 1: let's do that for a bit, and let's and it's scary, 430 00:27:16,440 --> 00:27:20,000 Speaker 1: you know, because everyone feels like their time is limited. 431 00:27:20,640 --> 00:27:24,960 Speaker 1: Um and but but I feel it's really important to 432 00:27:25,040 --> 00:27:30,520 Speaker 1: like take the time to build and earned people's trust 433 00:27:30,680 --> 00:27:34,000 Speaker 1: before you move on to the next thing. So there 434 00:27:34,040 --> 00:27:35,719 Speaker 1: was a lot of talk at the beginning about like 435 00:27:36,240 --> 00:27:38,680 Speaker 1: and let's do this also and this and this, and 436 00:27:38,760 --> 00:27:41,679 Speaker 1: I was like a big voice of I think we 437 00:27:41,760 --> 00:27:44,080 Speaker 1: need to go slower than that. And then you, I 438 00:27:44,119 --> 00:27:47,400 Speaker 1: don't know, you just feel it, like I think there's 439 00:27:47,680 --> 00:27:52,240 Speaker 1: a moment where you're like this is steady, this feels steady, 440 00:27:52,480 --> 00:27:55,399 Speaker 1: let's add something to the list. Or if someone comes 441 00:27:55,480 --> 00:28:00,280 Speaker 1: to us and and the opportunity feels really special, chal 442 00:28:00,760 --> 00:28:03,240 Speaker 1: or fun, really it's that it's like, oh, is this 443 00:28:03,359 --> 00:28:07,040 Speaker 1: something we are going to like doing right now, Let's 444 00:28:07,800 --> 00:28:11,240 Speaker 1: let's pursue it. Um. And like with our live shows 445 00:28:11,960 --> 00:28:16,240 Speaker 1: that that happened fairly early on, and it because mainly 446 00:28:16,240 --> 00:28:18,800 Speaker 1: we were like, oh yeah, traveling to places and getting 447 00:28:18,800 --> 00:28:22,879 Speaker 1: to do this like on a stage. How fun. UM. 448 00:28:22,920 --> 00:28:27,920 Speaker 1: I always felt like this, how cool would it be 449 00:28:28,400 --> 00:28:33,720 Speaker 1: if we could be a gimblet where there's lots of 450 00:28:33,760 --> 00:28:36,560 Speaker 1: shows and we're not on all the shows or on 451 00:28:36,600 --> 00:28:38,240 Speaker 1: some of the shows, and we get to produce them 452 00:28:38,280 --> 00:28:40,760 Speaker 1: and we get to have a platform for really cool voices. 453 00:28:40,880 --> 00:28:45,120 Speaker 1: Like I've always thought about that, and we've we've slowly 454 00:28:45,320 --> 00:28:48,280 Speaker 1: grown more and more and more towards it, and hopefully 455 00:28:48,480 --> 00:28:51,360 Speaker 1: we'll continue to UM. So that was kind of just 456 00:28:51,400 --> 00:28:54,040 Speaker 1: like an overall thing I had it in floating around, 457 00:28:54,040 --> 00:28:57,760 Speaker 1: but it definitely wasn't like a main focus until Pieza 458 00:28:57,800 --> 00:29:00,440 Speaker 1: started to fall into place a little bit. I want 459 00:29:00,440 --> 00:29:03,360 Speaker 1: to talk about how do you choose your guests? Sometimes, Lauren, 460 00:29:03,400 --> 00:29:05,520 Speaker 1: I have a method to our medness and sometimes we're like, 461 00:29:05,800 --> 00:29:08,040 Speaker 1: just like you were, like that person is freaking cool 462 00:29:08,560 --> 00:29:10,520 Speaker 1: and they need to they need to come on the show. 463 00:29:10,560 --> 00:29:12,880 Speaker 1: They need to be known or we need to talk 464 00:29:12,920 --> 00:29:14,920 Speaker 1: to them about something different that they don't actually talk 465 00:29:14,960 --> 00:29:18,360 Speaker 1: about publicly, like you know those types of things. Do 466 00:29:18,400 --> 00:29:22,719 Speaker 1: you have like a method or a creative brief so 467 00:29:22,800 --> 00:29:26,600 Speaker 1: to speak, on who you bring on the show. No, actually, 468 00:29:26,720 --> 00:29:30,120 Speaker 1: we are really open. In fact, we would just want 469 00:29:30,120 --> 00:29:35,840 Speaker 1: to talk to as many uh, just diverse people, people 470 00:29:35,960 --> 00:29:42,600 Speaker 1: from different backgrounds, different experiences and and and that's why 471 00:29:42,800 --> 00:29:44,800 Speaker 1: even on Mondays, you know, we have a ton of 472 00:29:44,840 --> 00:29:49,080 Speaker 1: obviously actors and musicians and those celebrities, and but we 473 00:29:49,160 --> 00:29:52,600 Speaker 1: don't ask them about their movies or we don't ask 474 00:29:52,680 --> 00:29:56,040 Speaker 1: them about their celebrity. You know, we asked them about 475 00:29:56,160 --> 00:29:59,560 Speaker 1: their childhood, the relationship with their parents, you know, things 476 00:29:59,640 --> 00:30:03,840 Speaker 1: that that make them different and interesting because everyone is 477 00:30:04,160 --> 00:30:07,640 Speaker 1: so we we do not have a method. We reach 478 00:30:07,720 --> 00:30:11,600 Speaker 1: out to people that we like or we find interesting 479 00:30:11,680 --> 00:30:13,840 Speaker 1: or you know, we watch we watch something on TV 480 00:30:13,920 --> 00:30:15,640 Speaker 1: and we're like, that person is awesome, let's reach out 481 00:30:15,680 --> 00:30:17,800 Speaker 1: to them. We have people reach out to us at 482 00:30:17,840 --> 00:30:20,440 Speaker 1: this point for projects. You know, that's been a nice 483 00:30:20,480 --> 00:30:24,120 Speaker 1: alignment for promotion for people. Um. But yeah, we have 484 00:30:24,320 --> 00:30:28,640 Speaker 1: no like, we have no rules about who we will 485 00:30:28,840 --> 00:30:32,240 Speaker 1: or won't have on And again, like I said, In fact, 486 00:30:32,440 --> 00:30:37,040 Speaker 1: we like to have everyone on, even people who you know. 487 00:30:37,120 --> 00:30:42,680 Speaker 1: It's We've had some guests where some of our audience 488 00:30:42,800 --> 00:30:44,480 Speaker 1: is like, why do you have that person on there 489 00:30:44,520 --> 00:30:47,040 Speaker 1: in trouble or you know those types of things that 490 00:30:47,120 --> 00:30:49,000 Speaker 1: we're like, yeah, but they're still a person and we 491 00:30:49,080 --> 00:30:52,800 Speaker 1: want to know their story and and maybe their story 492 00:30:52,840 --> 00:30:56,560 Speaker 1: will inform whatever decision they made. You know, we're just 493 00:30:56,840 --> 00:30:59,560 Speaker 1: interested in those those nitty gritties. But yeah, no, there 494 00:30:59,560 --> 00:31:04,040 Speaker 1: really isn't a h a method. There is a method 495 00:31:04,160 --> 00:31:07,880 Speaker 1: to the shows we put under our umbrella. It's important 496 00:31:07,920 --> 00:31:13,080 Speaker 1: to us to have shows that kind of fit in 497 00:31:13,160 --> 00:31:20,840 Speaker 1: with our ethos, which is like vulnerability working on oneself, 498 00:31:20,960 --> 00:31:24,080 Speaker 1: like nurture versus Nurture is the family therapy show where 499 00:31:24,680 --> 00:31:28,800 Speaker 1: Dr Wendy Mogul talks to parents and she is a 500 00:31:28,840 --> 00:31:31,320 Speaker 1: family therapist, so she gives them a therapy session. You 501 00:31:31,360 --> 00:31:35,240 Speaker 1: get to listen in on it, and it is incredible. 502 00:31:35,280 --> 00:31:38,000 Speaker 1: I don't have kids, and I it's like my favorite thing. 503 00:31:38,040 --> 00:31:42,040 Speaker 1: I look forward to editing um because you know, and 504 00:31:42,200 --> 00:31:43,840 Speaker 1: I've been saying this a lot lately, I just think 505 00:31:43,840 --> 00:31:46,720 Speaker 1: it's increasingly true. The more specific you get, the more 506 00:31:46,800 --> 00:31:49,600 Speaker 1: universal it is. And I think that's in marketing big 507 00:31:49,600 --> 00:31:52,520 Speaker 1: time as well, because I think there's a thought of like, 508 00:31:53,320 --> 00:31:57,320 Speaker 1: you gotta you gotta reach the masses, you gotta reach everybody, 509 00:31:57,360 --> 00:32:00,000 Speaker 1: and it's like, you know, actually you're reaching everybody by 510 00:32:00,080 --> 00:32:04,840 Speaker 1: by honing in on this very specific detail because weirdly, 511 00:32:04,960 --> 00:32:08,040 Speaker 1: the details are what our brain can connect to. And 512 00:32:08,080 --> 00:32:09,680 Speaker 1: I also learned that in improv. It was like one 513 00:32:09,680 --> 00:32:13,400 Speaker 1: of the first rules I learned was like, don't call 514 00:32:13,480 --> 00:32:19,040 Speaker 1: it um a basketball, call it a Spalding basketball, so 515 00:32:19,120 --> 00:32:25,600 Speaker 1: that the audience can literally pick they know exactly what 516 00:32:25,640 --> 00:32:29,920 Speaker 1: you're talking about. They can smell the Spalding basketball. Yes, 517 00:32:29,960 --> 00:32:32,400 Speaker 1: and everyone is immediately on the same page. It's not 518 00:32:32,440 --> 00:32:34,920 Speaker 1: like I'm thinking of the basketball from my house and 519 00:32:34,960 --> 00:32:36,400 Speaker 1: never the end of the basketball from your house. It's 520 00:32:36,400 --> 00:32:39,400 Speaker 1: like no, no, no, now we're we all know um. 521 00:32:39,440 --> 00:32:43,360 Speaker 1: And and so again it's universal. You know, it's interesting 522 00:32:43,400 --> 00:32:45,920 Speaker 1: when you talk about the specificity. At the top of 523 00:32:45,920 --> 00:32:48,920 Speaker 1: the show, Alexa said, you know, if your program for everyone, 524 00:32:48,960 --> 00:32:51,400 Speaker 1: you program for no one. Can you click in on 525 00:32:51,480 --> 00:32:54,680 Speaker 1: that a bit further? So, are there shows or examples 526 00:32:54,760 --> 00:32:57,600 Speaker 1: you can give us where the universal, you know, element 527 00:32:57,640 --> 00:33:01,080 Speaker 1: of it was? That was a proven thesis well, yeah, 528 00:33:01,240 --> 00:33:03,480 Speaker 1: I mean I think the biggest one is Monica and 529 00:33:03,560 --> 00:33:09,000 Speaker 1: Jessla Boys. So when when I started that podcast, I 530 00:33:09,080 --> 00:33:12,280 Speaker 1: was really hesitant. You know. Well, of course I was 531 00:33:12,320 --> 00:33:15,040 Speaker 1: hesitant because it's it's me and my love life, which 532 00:33:15,080 --> 00:33:19,320 Speaker 1: is so so scary what am I doing? But but 533 00:33:19,360 --> 00:33:22,320 Speaker 1: I was also like, who is going to relate to this? 534 00:33:22,520 --> 00:33:25,240 Speaker 1: Like this is so bizarre. This is because that was 535 00:33:25,480 --> 00:33:29,160 Speaker 1: you know, me and my friend Jess and and I, 536 00:33:30,400 --> 00:33:35,200 Speaker 1: you know, serially under date and he serially overdates, and 537 00:33:35,440 --> 00:33:39,040 Speaker 1: he's gay and I'm straight and we're just opposites, but 538 00:33:39,680 --> 00:33:42,240 Speaker 1: you know, and we approached dating in a completely different way. 539 00:33:42,560 --> 00:33:45,080 Speaker 1: And it was like, let's and we're single and we 540 00:33:45,120 --> 00:33:47,200 Speaker 1: don't want you know, we we eventually want to find 541 00:33:47,200 --> 00:33:52,560 Speaker 1: a a partner, and so it was like, let's talk 542 00:33:52,600 --> 00:33:55,560 Speaker 1: about that and let's have experts on to help us 543 00:33:55,640 --> 00:34:00,719 Speaker 1: through basically our issues. And we did, and we had 544 00:34:00,800 --> 00:34:03,040 Speaker 1: challenges at the end of each episode that we had 545 00:34:03,080 --> 00:34:06,240 Speaker 1: to then uh complete by the following episode. It was 546 00:34:06,400 --> 00:34:10,399 Speaker 1: it was so fun, but it felt really specific. I mean, 547 00:34:10,440 --> 00:34:13,400 Speaker 1: we we were talking to estro Perel and she's telling, 548 00:34:13,760 --> 00:34:16,880 Speaker 1: you know, we're talking about the moment when I was 549 00:34:18,520 --> 00:34:21,040 Speaker 1: well at the swimming pool and the boys said this 550 00:34:21,120 --> 00:34:23,560 Speaker 1: to me, you know, it's all like it's me and 551 00:34:23,640 --> 00:34:26,160 Speaker 1: it's just and it's not universal at all. And I 552 00:34:26,200 --> 00:34:27,959 Speaker 1: was like, oh my god, nobody is going to relate 553 00:34:28,000 --> 00:34:30,319 Speaker 1: to this, like is anyone gonna listen? And then of 554 00:34:30,360 --> 00:34:33,880 Speaker 1: course what you learn is like I mean, really, what 555 00:34:33,920 --> 00:34:39,120 Speaker 1: you learn is like you're not unique. Everyone experiences the 556 00:34:39,239 --> 00:34:42,919 Speaker 1: same stuff and everyone was like, oh my god, that's 557 00:34:42,960 --> 00:34:45,160 Speaker 1: me or I connect with this, and even like so 558 00:34:45,239 --> 00:34:48,319 Speaker 1: many married people, which that was like the most flattering 559 00:34:48,640 --> 00:34:50,920 Speaker 1: what was learned. It's like, oh god, like people can 560 00:34:51,000 --> 00:34:54,480 Speaker 1: really relate to this thing that feels so deeply personal 561 00:34:54,840 --> 00:34:56,480 Speaker 1: and that was really eye opening for me and just 562 00:34:56,520 --> 00:34:58,400 Speaker 1: made me feel like, oh yeah, And that's why Wendy 563 00:34:58,440 --> 00:35:02,239 Speaker 1: show you Know again, same thing. It's two parents talking 564 00:35:02,239 --> 00:35:05,600 Speaker 1: about they're very specific children and growing up in Sweden 565 00:35:05,680 --> 00:35:07,440 Speaker 1: one of the episodes, and then when you hear it 566 00:35:07,440 --> 00:35:09,080 Speaker 1: and you're like, oh my gosh, like I can learn 567 00:35:09,160 --> 00:35:11,719 Speaker 1: from that because I know that it's just beauty. It's 568 00:35:11,760 --> 00:35:14,000 Speaker 1: kind of it's beautiful, like it's beautiful to know we 569 00:35:14,040 --> 00:35:17,279 Speaker 1: really are all way more connected than we think. M hmm. 570 00:35:17,480 --> 00:35:22,480 Speaker 1: I love that. What is the experience of um bringing 571 00:35:22,520 --> 00:35:25,359 Speaker 1: brands into the fold, and are there things we might 572 00:35:25,400 --> 00:35:29,920 Speaker 1: be surprised as marketers to know that on your end 573 00:35:29,920 --> 00:35:33,680 Speaker 1: as creators, you're open to our not. Yeah, so our 574 00:35:34,160 --> 00:35:40,399 Speaker 1: revenue is solely on ads, so we you know, we 575 00:35:40,520 --> 00:35:43,160 Speaker 1: have to do We approve all the ones that we 576 00:35:44,360 --> 00:35:48,040 Speaker 1: read obviously UM, and we we don't approve a lot 577 00:35:48,080 --> 00:35:50,279 Speaker 1: of them UM that come to us. And then we 578 00:35:50,360 --> 00:35:53,360 Speaker 1: really have to feel like, oh, this is something I 579 00:35:53,360 --> 00:35:55,280 Speaker 1: believe in or this is something I can get behind 580 00:35:55,360 --> 00:35:58,040 Speaker 1: and everyone's really awesome. Did they send us the product? 581 00:35:58,080 --> 00:36:01,880 Speaker 1: We get to like really get tactile with it and 582 00:36:01,920 --> 00:36:07,320 Speaker 1: know it. We do some integrated sponsorships in the fact checks. 583 00:36:07,960 --> 00:36:13,640 Speaker 1: Those are a little bit more and uh, what's intense? 584 00:36:13,719 --> 00:36:15,680 Speaker 1: I guess not really, but we just get a little deeper. 585 00:36:16,040 --> 00:36:18,480 Speaker 1: And especially for those, we have to make sure it's 586 00:36:18,520 --> 00:36:22,160 Speaker 1: like it's a company we like and we believe in 587 00:36:22,239 --> 00:36:28,160 Speaker 1: their product, and we just talk really honestly about it. 588 00:36:28,200 --> 00:36:32,359 Speaker 1: And I also think that's part of it. The advertisers 589 00:36:32,480 --> 00:36:35,840 Speaker 1: we work with know that our ads are gonna be 590 00:36:36,880 --> 00:36:41,000 Speaker 1: organic and very specific to us. If we can read 591 00:36:41,200 --> 00:36:44,080 Speaker 1: a copy point for you if you'd like, but it's 592 00:36:44,160 --> 00:36:47,920 Speaker 1: not gonna connect like what connects are, like the fun stories. 593 00:36:48,600 --> 00:36:51,719 Speaker 1: There was this whole saga with Dax in this raccoon 594 00:36:51,880 --> 00:36:56,719 Speaker 1: like real thing that was happening nightly, and you know, 595 00:36:56,760 --> 00:36:58,840 Speaker 1: we were able to tie that into Ring because it 596 00:36:59,200 --> 00:37:03,080 Speaker 1: Ring was up of this story. And so the more 597 00:37:03,320 --> 00:37:08,240 Speaker 1: opportunities we have to do that, the better the advertising 598 00:37:08,560 --> 00:37:11,640 Speaker 1: is for everyone, for us, for them, And like, yeah, 599 00:37:11,680 --> 00:37:18,080 Speaker 1: so we didn't integrated add with Google home um for 600 00:37:18,320 --> 00:37:20,279 Speaker 1: a while. We did it over a bunch of fact 601 00:37:20,360 --> 00:37:22,680 Speaker 1: checks and it was really fun because we would ask 602 00:37:23,600 --> 00:37:29,160 Speaker 1: Google facts um and it was just it just led 603 00:37:29,280 --> 00:37:34,239 Speaker 1: us so much fun. And once that ended, we were 604 00:37:34,280 --> 00:37:37,120 Speaker 1: both like, I missed that. Well. I was listening to 605 00:37:37,160 --> 00:37:40,040 Speaker 1: the episode you did with Brad and you were doing 606 00:37:40,239 --> 00:37:43,759 Speaker 1: a host read um for door Dash I believe, but 607 00:37:43,840 --> 00:37:47,440 Speaker 1: you were talking about your Christmas Eve Eve ritual of 608 00:37:47,680 --> 00:37:50,319 Speaker 1: McDonald and I'm like, well, I understand this was an 609 00:37:50,360 --> 00:37:53,359 Speaker 1: ad for door Dash. I'm going like, where's McDonald's with 610 00:37:53,400 --> 00:37:57,640 Speaker 1: the Christmas Eve Eve special? Exactly? Well, Well, that's really 611 00:37:57,719 --> 00:38:02,440 Speaker 1: funny because what must have happened is and I don't remember, 612 00:38:02,680 --> 00:38:05,680 Speaker 1: but my guess is we did a door Dash ad 613 00:38:06,000 --> 00:38:12,520 Speaker 1: totally regular, in which we talked about getting McDonald's um. 614 00:38:12,560 --> 00:38:16,799 Speaker 1: And then after that we did do a McDonald's integration 615 00:38:17,400 --> 00:38:21,880 Speaker 1: and we expounded on our Christmas Eve ritual, but none 616 00:38:21,880 --> 00:38:24,080 Speaker 1: of it was made up, Like I think the door 617 00:38:24,160 --> 00:38:27,359 Speaker 1: Dash ad it must have been where we came up 618 00:38:27,360 --> 00:38:30,359 Speaker 1: with the idea to do it, and then the McDonald's 619 00:38:30,360 --> 00:38:32,799 Speaker 1: ad was the like full through we did it. I 620 00:38:32,880 --> 00:38:36,160 Speaker 1: love Laura's point of the reasons you're saying, like the intimacy, 621 00:38:36,360 --> 00:38:40,279 Speaker 1: the personality, the perspective, all this stuff, but also to 622 00:38:40,400 --> 00:38:45,359 Speaker 1: start to like even launch new kind of products and 623 00:38:45,400 --> 00:38:49,160 Speaker 1: collapse and fun stuff like that totally. And it depends 624 00:38:49,160 --> 00:38:54,360 Speaker 1: on the show, like if it's a cooking show or something, 625 00:38:54,480 --> 00:38:57,480 Speaker 1: or the or the host love cooking. I mean even 626 00:38:57,560 --> 00:39:00,879 Speaker 1: even us. So I got really into cooking this year, 627 00:39:01,640 --> 00:39:03,520 Speaker 1: and um, we talked about it a lot on the 628 00:39:03,560 --> 00:39:06,759 Speaker 1: fact checks and and there was this whole debacle where 629 00:39:06,800 --> 00:39:10,320 Speaker 1: my apartment ended up smelling like fish for like a week, 630 00:39:10,400 --> 00:39:12,279 Speaker 1: and we talked about that. It was a whole thing 631 00:39:12,360 --> 00:39:14,560 Speaker 1: like did Monica's apartment smell like fish or not? Like 632 00:39:14,920 --> 00:39:20,160 Speaker 1: you know, and that that is an opportunity anytime you 633 00:39:20,200 --> 00:39:24,919 Speaker 1: have something on your in your show that people are 634 00:39:25,080 --> 00:39:28,920 Speaker 1: commenting on. I think brands need to pay attention to 635 00:39:29,040 --> 00:39:34,399 Speaker 1: that and be like whatever, if there's like a deodorant 636 00:39:34,440 --> 00:39:40,640 Speaker 1: spray that is following that thread, that's an opportunity for 637 00:39:40,680 --> 00:39:43,160 Speaker 1: them to be like we want to get involved, we 638 00:39:43,200 --> 00:39:45,719 Speaker 1: want to send some product, we want Monica to talk 639 00:39:45,760 --> 00:39:47,640 Speaker 1: about it. Did they get to hurt the fish? Smell out? 640 00:39:47,880 --> 00:39:50,799 Speaker 1: You know, little things like that. Just paying attention to 641 00:39:51,000 --> 00:39:57,760 Speaker 1: the hooks of these different shows where people are laughing 642 00:39:57,840 --> 00:40:00,480 Speaker 1: and are interested, Like I think writing those waves is 643 00:40:00,840 --> 00:40:06,160 Speaker 1: the best. So question is there a place And Ryan, 644 00:40:06,160 --> 00:40:08,279 Speaker 1: our producer, and I were talking about this, and I 645 00:40:08,320 --> 00:40:15,000 Speaker 1: love this question where armchair umbrella turns into a dare 646 00:40:15,040 --> 00:40:18,000 Speaker 1: I say a products is but a product that's tangible 647 00:40:18,120 --> 00:40:21,440 Speaker 1: or something outside of audio, something outside of and not 648 00:40:21,520 --> 00:40:23,520 Speaker 1: merch right like right now you guys are doing and 649 00:40:23,560 --> 00:40:26,080 Speaker 1: I love your merch ps. And I definitely think the 650 00:40:26,160 --> 00:40:30,160 Speaker 1: Monica shirts probably the best. Um and also like the 651 00:40:30,160 --> 00:40:34,640 Speaker 1: hot dogs from the Live show. But um, but but 652 00:40:34,719 --> 00:40:37,600 Speaker 1: you know, is it does it become something where people 653 00:40:37,640 --> 00:40:41,520 Speaker 1: can touch it, feel it, experience it, you know, in 654 00:40:41,120 --> 00:40:46,760 Speaker 1: a in a different way? Yeah, I mean, uh, currently 655 00:40:47,200 --> 00:40:49,560 Speaker 1: the Live show, as you as you just brought up, 656 00:40:49,760 --> 00:40:52,560 Speaker 1: is the version of that is the different thing that 657 00:40:52,640 --> 00:40:57,240 Speaker 1: you can get close to, UM and it feels different, 658 00:40:57,320 --> 00:40:59,319 Speaker 1: like those shows are are different. There's a Q and 659 00:40:59,360 --> 00:41:02,799 Speaker 1: a you know, and it's different energy. So that's us 660 00:41:02,840 --> 00:41:05,799 Speaker 1: like kind of connecting a little bit more directly with 661 00:41:05,840 --> 00:41:12,480 Speaker 1: our audience. UM. And again we move on to the 662 00:41:12,520 --> 00:41:15,480 Speaker 1: next step when we feel we're ready to or we 663 00:41:15,600 --> 00:41:19,040 Speaker 1: feel like our audience wants it, or there's a space 664 00:41:19,120 --> 00:41:23,480 Speaker 1: for us. And so yes, I guess is the is 665 00:41:23,480 --> 00:41:28,960 Speaker 1: the overall answer is yes, I can see expansion in 666 00:41:29,120 --> 00:41:34,600 Speaker 1: different realms perhaps down the road. UM. But and you know, 667 00:41:34,719 --> 00:41:38,359 Speaker 1: we we've had discussions about some other putting our hands 668 00:41:38,400 --> 00:41:42,600 Speaker 1: in some other pots um that are fun and organic 669 00:41:42,680 --> 00:41:48,640 Speaker 1: to us. But it's um, nothing set in stone right now. 670 00:41:48,800 --> 00:41:51,520 Speaker 1: But we yeah, we keep you know, we're keeping everything 671 00:41:51,560 --> 00:41:55,360 Speaker 1: on the horizon. Okay, three ideas ready, here, here's theater 672 00:41:55,600 --> 00:42:01,799 Speaker 1: in it absolutely like I'm thinking like jobs raymore flat again, 673 00:42:01,800 --> 00:42:05,880 Speaker 1: Like there has to be an actual armchair that is 674 00:42:06,239 --> 00:42:08,960 Speaker 1: the armchair expert, right, Like there has to be a 675 00:42:09,000 --> 00:42:11,839 Speaker 1: furniture one. So that's one second idea. I mean, there 676 00:42:11,840 --> 00:42:13,920 Speaker 1: has to be a coffee table book with all of 677 00:42:13,960 --> 00:42:17,799 Speaker 1: the amazing interview experts. Like I just like if I'm 678 00:42:17,800 --> 00:42:19,560 Speaker 1: sitting on my armchair. That has to be the coffee 679 00:42:19,560 --> 00:42:22,400 Speaker 1: table book and you know the third place i'd go. 680 00:42:22,400 --> 00:42:24,239 Speaker 1: And Alex and I've been talking a lot about, you know, 681 00:42:24,360 --> 00:42:27,640 Speaker 1: sort of the future of education, thinking about curriculum. I 682 00:42:27,680 --> 00:42:30,359 Speaker 1: feel like anywhere you turn, like especially in the tech 683 00:42:30,440 --> 00:42:33,440 Speaker 1: business space, even in the media space, people are having 684 00:42:33,520 --> 00:42:36,760 Speaker 1: like short form classes, right. Yeah, Like I totally imagine 685 00:42:36,920 --> 00:42:40,200 Speaker 1: armchair expert curriculum, Like how do I come in and 686 00:42:40,200 --> 00:42:43,000 Speaker 1: get like, you know, six classes and meeting these people? 687 00:42:43,040 --> 00:42:45,279 Speaker 1: But I just think that the tone and like how 688 00:42:45,320 --> 00:42:48,120 Speaker 1: you're approaching it, it's a really interesting way to think 689 00:42:48,160 --> 00:42:51,800 Speaker 1: about learning um while having like edutainment, I guess is 690 00:42:52,200 --> 00:42:54,880 Speaker 1: the way I'm thinking about in a way that's beyond audio. 691 00:42:55,360 --> 00:42:59,640 Speaker 1: But what you said about improv hits so many things 692 00:42:59,719 --> 00:43:02,560 Speaker 1: on the business side, so many things on the creative side. 693 00:43:02,680 --> 00:43:08,640 Speaker 1: And the point that you hit about specificity for relationships, 694 00:43:09,080 --> 00:43:13,680 Speaker 1: like point to the thing that you want them to imagine, right, 695 00:43:14,000 --> 00:43:17,000 Speaker 1: be very specific and then let their imagination go. Yeah, 696 00:43:17,520 --> 00:43:23,200 Speaker 1: has been actually probably a subconscious thought in everything at 697 00:43:23,239 --> 00:43:26,399 Speaker 1: least I've done in my career that was creative. Right 698 00:43:26,440 --> 00:43:28,920 Speaker 1: for a commercial on the commercial side, it was like 699 00:43:29,200 --> 00:43:32,200 Speaker 1: I know I want this thing, and this thing is 700 00:43:32,239 --> 00:43:36,239 Speaker 1: the thing that seems to be the tuning fork, but 701 00:43:36,360 --> 00:43:40,360 Speaker 1: everything else, you know, it starts to become really exciting. 702 00:43:41,080 --> 00:43:42,520 Speaker 1: One thing I want to I do want to add 703 00:43:42,560 --> 00:43:49,719 Speaker 1: real quick. I also have been in thirty plus commercials 704 00:43:49,760 --> 00:43:53,399 Speaker 1: as an actor. That really is like for the acting space, 705 00:43:53,520 --> 00:43:56,560 Speaker 1: that's pretty much been my bread and butter. So I'm 706 00:43:56,680 --> 00:44:01,280 Speaker 1: really really familiar with that world. To mention, I also 707 00:44:01,480 --> 00:44:06,040 Speaker 1: write commercials for Kristen and I'm on set for those. 708 00:44:06,600 --> 00:44:10,879 Speaker 1: So UM worked with many different ad agencies on all 709 00:44:10,920 --> 00:44:15,359 Speaker 1: of those and and I um, we just did so. 710 00:44:15,520 --> 00:44:20,760 Speaker 1: Kristen has a CBD skincare line called Happy Dance, and 711 00:44:21,200 --> 00:44:24,719 Speaker 1: UM we worked with Wide and Kennedy on those and 712 00:44:24,760 --> 00:44:28,640 Speaker 1: it was so fun and so creative and so great 713 00:44:28,719 --> 00:44:35,839 Speaker 1: and they really get specificity. Um, they really understand it 714 00:44:36,080 --> 00:44:40,279 Speaker 1: in a way that others don't. But you see a 715 00:44:40,320 --> 00:44:43,840 Speaker 1: lot of these agencies make a lot of mistakes in 716 00:44:43,880 --> 00:44:46,440 Speaker 1: that arena when you're on set, like trying to go 717 00:44:46,520 --> 00:44:50,920 Speaker 1: as generic as possible when it's like no, no, no, no no, 718 00:44:51,120 --> 00:44:55,239 Speaker 1: that's not funny. This is funny, and it's hard. It's hard. 719 00:44:55,280 --> 00:44:57,000 Speaker 1: This is there's a lot of money on the table 720 00:44:57,080 --> 00:44:59,920 Speaker 1: for a lot of people, and I think, going general, 721 00:45:00,000 --> 00:45:03,560 Speaker 1: I feel safe, and it is, but it's not the 722 00:45:03,600 --> 00:45:07,160 Speaker 1: thing that's going to make you rise above everyone else. 723 00:45:07,960 --> 00:45:12,440 Speaker 1: So Monica specifically in the brand universe, let's put it 724 00:45:12,440 --> 00:45:16,640 Speaker 1: out into the brand universe. Who is top three brands 725 00:45:16,840 --> 00:45:21,440 Speaker 1: you would love to work with? I really want to 726 00:45:21,520 --> 00:45:30,000 Speaker 1: work with a clean makeup brand that has many different 727 00:45:30,120 --> 00:45:35,280 Speaker 1: shades UM. I think that's really missing in the makeup space. 728 00:45:35,440 --> 00:45:39,360 Speaker 1: There are brands that do and I you know, but 729 00:45:39,520 --> 00:45:45,680 Speaker 1: some brands have like four foundation colors and that's not realistic. 730 00:45:45,960 --> 00:45:49,839 Speaker 1: It's just not life UM and it and it makes 731 00:45:49,880 --> 00:45:53,360 Speaker 1: people feel excluded. And I connected at I really connect 732 00:45:53,360 --> 00:45:55,279 Speaker 1: to feeling like, oh, I need my skin to be 733 00:45:55,360 --> 00:45:58,320 Speaker 1: wider because there's not I mean because of a million reasons. 734 00:45:58,320 --> 00:46:00,640 Speaker 1: But also I walk into north room and I don't 735 00:46:00,640 --> 00:46:04,480 Speaker 1: see my color represented. UM. That must mean my color 736 00:46:04,560 --> 00:46:07,000 Speaker 1: isn't good enough to be represented. You know, these are 737 00:46:07,040 --> 00:46:08,680 Speaker 1: the things that sort of go through your head. So 738 00:46:08,880 --> 00:46:11,560 Speaker 1: I personally am just like dying to be a part 739 00:46:11,600 --> 00:46:15,600 Speaker 1: of a brand that UM works to negate some of that. So, yeah, 740 00:46:15,680 --> 00:46:21,080 Speaker 1: let's say a clean, diverse makeup brand. I really want 741 00:46:21,120 --> 00:46:25,799 Speaker 1: to work with a cookie brand because I'm obsessed with cookies. 742 00:46:26,440 --> 00:46:29,120 Speaker 1: I am a girl Scout bomb now. But I think 743 00:46:29,239 --> 00:46:31,880 Speaker 1: you would be like, Girl Scouts should come and do 744 00:46:32,000 --> 00:46:37,399 Speaker 1: something with Monica for Like, I would love it, Girl 745 00:46:37,400 --> 00:46:39,960 Speaker 1: Scouts of America. I really would love that. Like that's 746 00:46:39,960 --> 00:46:44,640 Speaker 1: like so cool girls. You know, I have learned, like 747 00:46:44,840 --> 00:46:49,520 Speaker 1: learning about themselves, skills independence exactly. Yeah, I love it. 748 00:46:49,600 --> 00:46:52,560 Speaker 1: I love that. Not to stay in the beauty space, 749 00:46:52,640 --> 00:46:55,680 Speaker 1: but I my hair is kind of the only thing, 750 00:46:56,080 --> 00:46:58,919 Speaker 1: the only part of me that I have ever had 751 00:46:59,000 --> 00:47:01,640 Speaker 1: any confidence. And of course I started out not having 752 00:47:01,680 --> 00:47:04,600 Speaker 1: any compliments in it, but at some point I was like, oh, 753 00:47:04,640 --> 00:47:08,359 Speaker 1: like this was something something I can work with. My 754 00:47:08,480 --> 00:47:12,040 Speaker 1: first actually my first commercial ever was an herbal Lessence 755 00:47:12,120 --> 00:47:14,759 Speaker 1: commercial and I was a mermaid in it with these 756 00:47:14,800 --> 00:47:17,200 Speaker 1: two other girls, and it was so fun. It was 757 00:47:17,239 --> 00:47:18,920 Speaker 1: like one of the craziest shoots to this day that 758 00:47:18,960 --> 00:47:22,200 Speaker 1: I've ever ever been a part of. UM and uh 759 00:47:22,280 --> 00:47:26,480 Speaker 1: and one of the girls they're both amazing actresses and 760 00:47:26,960 --> 00:47:29,719 Speaker 1: one um is on was on Westworld and the other 761 00:47:29,880 --> 00:47:32,160 Speaker 1: has her own awesome, amazing career, and I was like, 762 00:47:32,160 --> 00:47:35,240 Speaker 1: oh my god, we need to remake that commercial now, 763 00:47:36,080 --> 00:47:40,080 Speaker 1: um revisit these mermaids. I think that'd be so fun anyway, 764 00:47:40,120 --> 00:47:41,880 Speaker 1: So I'm trying to make that happen. I'll put that 765 00:47:41,960 --> 00:47:44,759 Speaker 1: out there before we go. We play a game with 766 00:47:44,840 --> 00:47:47,880 Speaker 1: all of our guests. Bye bye bye. What would you 767 00:47:47,920 --> 00:47:51,799 Speaker 1: get rid of? What would you buy or acquire? And 768 00:47:51,840 --> 00:47:55,279 Speaker 1: what would you do yourself? God? Can I I had 769 00:47:55,360 --> 00:47:58,319 Speaker 1: not to get like so deep and so political, but 770 00:47:58,400 --> 00:48:00,359 Speaker 1: this is where I am right now. Can I want 771 00:48:00,360 --> 00:48:03,879 Speaker 1: to say by two guns, I don't no more, no 772 00:48:04,400 --> 00:48:07,560 Speaker 1: no more. Yeah, They're not for me. Guys know what 773 00:48:07,600 --> 00:48:13,239 Speaker 1: would you buy acquire? Well, I'm going to I would 774 00:48:13,239 --> 00:48:18,440 Speaker 1: like to buy um enough wrapping paper to fill up 775 00:48:18,440 --> 00:48:23,399 Speaker 1: an entire nice size room. I want a wrapping paper room, 776 00:48:23,440 --> 00:48:26,040 Speaker 1: So I'd like to buy all the stuff for that. 777 00:48:26,040 --> 00:48:27,920 Speaker 1: I'd like to buy the wrapping paper. I'd like to 778 00:48:27,960 --> 00:48:33,160 Speaker 1: buy all the ribbons. And you know, I'm looking at 779 00:48:33,200 --> 00:48:37,839 Speaker 1: you Hallmark here is looking at you craft room, but 780 00:48:38,120 --> 00:48:42,520 Speaker 1: specifically wrapping. And what would you do yourself? What would 781 00:48:42,520 --> 00:48:45,520 Speaker 1: be by Monica that you haven't done or are not doing? 782 00:48:46,200 --> 00:48:47,920 Speaker 1: I mean I kind of already wasted it on the 783 00:48:47,960 --> 00:48:53,560 Speaker 1: other thing I just said about representing a makeup line. 784 00:48:53,760 --> 00:48:56,359 Speaker 1: I would love to do that myself. I would love 785 00:48:56,400 --> 00:48:59,480 Speaker 1: to be a part of a makeup line that has 786 00:48:59,520 --> 00:49:05,319 Speaker 1: a lot out of diversity of color um represented in it. 787 00:49:05,960 --> 00:49:08,799 Speaker 1: Sorry that's a repeat, but it is the truth. If 788 00:49:08,800 --> 00:49:11,600 Speaker 1: people want to get in touch with you to build 789 00:49:11,640 --> 00:49:15,880 Speaker 1: any of these ideas, talk podcasts, integrate on any of 790 00:49:15,920 --> 00:49:18,719 Speaker 1: your amazing shows, how can they get in touch with you? Um? 791 00:49:18,760 --> 00:49:21,360 Speaker 1: I would say Instagram is probably the best way, and 792 00:49:21,400 --> 00:49:24,719 Speaker 1: then I can redirect to whoever it needs to go to, 793 00:49:25,800 --> 00:49:29,600 Speaker 1: most likely will just be me at mL padmin. Well, 794 00:49:29,600 --> 00:49:40,440 Speaker 1: thank you so much, thank you, thank you. You know 795 00:49:40,440 --> 00:49:43,160 Speaker 1: what I love about what Monica said around the specificity 796 00:49:43,160 --> 00:49:45,279 Speaker 1: piece was not just what she said, It is a 797 00:49:46,560 --> 00:49:51,960 Speaker 1: right on that actually specific is universal when you're talking 798 00:49:52,320 --> 00:49:55,680 Speaker 1: to a certain group of people, when you're in a 799 00:49:55,719 --> 00:50:00,480 Speaker 1: certain community. But the thing that I love of that 800 00:50:00,560 --> 00:50:03,879 Speaker 1: she was saying that I think we can kind of 801 00:50:04,160 --> 00:50:08,360 Speaker 1: abstract a bit is this idea of improv. So improv 802 00:50:08,560 --> 00:50:12,840 Speaker 1: is this give and take. It's, you know, putting yourself 803 00:50:12,880 --> 00:50:16,000 Speaker 1: in an environment with other actors or other people or 804 00:50:16,040 --> 00:50:21,400 Speaker 1: the audience, and you're playing off that environment that context. 805 00:50:23,160 --> 00:50:27,800 Speaker 1: Modern media is exactly that. And I even think about 806 00:50:27,800 --> 00:50:30,040 Speaker 1: how yield Mo has been on the show and has 807 00:50:30,080 --> 00:50:34,319 Speaker 1: been talking about context and talking about being relevant. That's 808 00:50:34,360 --> 00:50:38,160 Speaker 1: exactly what they're talking about. They have the instrumentation, they 809 00:50:38,160 --> 00:50:41,600 Speaker 1: have the technology to do that, and sometimes I think 810 00:50:41,680 --> 00:50:45,720 Speaker 1: that conversation and ad tech gets obscured by the tech 811 00:50:46,880 --> 00:50:51,320 Speaker 1: rather than this deep understanding of you have to play 812 00:50:51,480 --> 00:50:56,360 Speaker 1: on the field to even be in the game. Modern 813 00:50:56,440 --> 00:50:59,279 Speaker 1: media at this point is all about that, and it 814 00:50:59,400 --> 00:51:03,040 Speaker 1: really it really goes back Laura to like even people 815 00:51:03,040 --> 00:51:08,880 Speaker 1: talking about performance marketing. Performance marketing has been again largely 816 00:51:09,160 --> 00:51:15,800 Speaker 1: this race to the bottom. But performance marketing done well 817 00:51:15,840 --> 00:51:22,160 Speaker 1: and done in a way that understands today's context, is 818 00:51:22,200 --> 00:51:29,200 Speaker 1: exactly about putting out MVPs of messages, putting out things 819 00:51:29,280 --> 00:51:32,080 Speaker 1: for people to grab react to and then give you 820 00:51:32,239 --> 00:51:37,920 Speaker 1: feedback on. And I think that that's exactly how marketers 821 00:51:37,960 --> 00:51:42,520 Speaker 1: could start thinking about instead of having the typical process 822 00:51:42,640 --> 00:51:47,719 Speaker 1: of brief RFP, creative concepts, etcetera, etcetera, etcetera. And this 823 00:51:47,920 --> 00:51:52,800 Speaker 1: one shot waterfall process is really to think about how 824 00:51:52,960 --> 00:51:58,680 Speaker 1: you start to improv experiment in the context and the 825 00:51:58,800 --> 00:52:02,000 Speaker 1: audiences that you want to be a part of, that 826 00:52:02,080 --> 00:52:04,759 Speaker 1: you want to reach, that you want to buy your product, 827 00:52:05,280 --> 00:52:11,040 Speaker 1: and that that turns things from broadcast to dialogue turns 828 00:52:11,120 --> 00:52:17,640 Speaker 1: things from ownership on the corporate brand side two ownership 829 00:52:18,840 --> 00:52:21,400 Speaker 1: in the audience's hands. I think this line, and I've 830 00:52:21,440 --> 00:52:23,880 Speaker 1: said it many times on the show, still hold. It 831 00:52:24,000 --> 00:52:27,879 Speaker 1: is one thing to buy impressions, It is another thing 832 00:52:28,160 --> 00:52:31,320 Speaker 1: to make one. This has got me thinking about eminem 833 00:52:31,480 --> 00:52:37,840 Speaker 1: eight mile, your buyer, your marketer, lose yourself in the moment. 834 00:52:40,040 --> 00:52:41,719 Speaker 1: Laura hit it with the list of all of our 835 00:52:41,760 --> 00:52:43,600 Speaker 1: friends and family and my heart who have been so 836 00:52:43,640 --> 00:52:46,200 Speaker 1: good to us and helped us get back on air. 837 00:52:46,440 --> 00:52:50,399 Speaker 1: Big thank you to Bob Conal, Carter, Andy, Eric Gayle Val, 838 00:52:50,600 --> 00:52:53,279 Speaker 1: Michael jen We appreciate you. Thank you so much for 839 00:52:53,320 --> 00:52:55,720 Speaker 1: this opportunity. We'll see you in two weeks.