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Speaker 1: I'm off my game today. No, you're not. People are

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Speaker 1: going to have to start making better content. I think

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Speaker 1: we're gonna be talking about this for a long time.

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Speaker 1: When you program for everyone, you program for no one.

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Speaker 1: I think it's at we're purpose driven platform, like we're

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Speaker 1: trying to get to substance? How was that? Are you

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Speaker 1: happy with that? This is marketing therapy right now? And

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Speaker 1: it really is? What's up? I'm Laura Crenty and I'm

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Speaker 1: Alexa Kristin. Welcome back to Atlantia, episode twenty to so

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Speaker 1: coming off the heels of our exclusive indiac arena and

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Speaker 1: getting to go participate in her State of the Industry

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Speaker 1: forum with some of the biggest players in the industry

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Speaker 1: including agency execs, media company owners, trade industry leadership, marketers, etcetera.

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Speaker 1: I think one of the things that we learned was

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Speaker 1: there's this sort of analysis paralysis going on around the

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Speaker 1: standardization of measurement, something that's been pervasive over the last

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Speaker 1: few episodes of this show. And I think what we're

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Speaker 1: excited about is we have somebody coming on who's talking

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Speaker 1: about ripe brain, left brain, not which short which side

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Speaker 1: it sits on, but context that in context along with

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Speaker 1: being underpinned with the data. And I think that the

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Speaker 1: context part of the conversation is one that we constantly

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Speaker 1: kind of point to. And so we're gonna have Pierced

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Speaker 1: fox On, who's the founder of PSFK. I think he's

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Speaker 1: going to talk to us a lot about you know,

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Speaker 1: what trends can tell you, but if you don't have

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Speaker 1: the context, you're missing the whole insight. And I think

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Speaker 1: that as an industry, going back to Lindy gac Arno

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Speaker 1: when she was talking about we've really gotten to this

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Speaker 1: place where we're kind of complacent with what the numbers say, right,

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Speaker 1: I think that's important to go into, like how we've

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Speaker 1: just accepted that latency data in the form of an

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Speaker 1: index is actually one of or sometimes the only marker

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Speaker 1: that media buyers, for example, are using to make multimillion

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Speaker 1: and billion dollar decisions in placing their advertising. If we

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Speaker 1: know that, you know, insert media company X here is

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Speaker 1: hitting an index of a hundred and fifty to two fifty,

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Speaker 1: and if it's over three hundred, we'll ship we should

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Speaker 1: put all of our dollars there. You know, we're making

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Speaker 1: that decision, and oftentimes that data is really only beginning

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Speaker 1: to scratch at the surface, and it's often late. It's

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Speaker 1: it's a panel study that's been done, you know, months prior,

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Speaker 1: and with the speed of which culture in particular is

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Speaker 1: moving right now, you'd be remissed to the fact to say, okay, directionally,

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Speaker 1: that data is telling me that this might be the

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Speaker 1: right place to invest my dollars. But how am I

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Speaker 1: showing up? How am I speaking to people? What is

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Speaker 1: a message that I want to convey? And what about

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Speaker 1: that platform drives a connection? It's not good enough just

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Speaker 1: to show up, It's how how But I think to

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Speaker 1: your point, when you're getting some kind of report four

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Speaker 1: months after the fact and things have already moved on,

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Speaker 1: and then you're using that to base your next next

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Speaker 1: year's plans, right, holy moly, what are we doing? So?

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Speaker 1: I think the need for real time feedback, the need

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Speaker 1: for real time kind of science and gut has to

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Speaker 1: go together in this business. And I'm not sure we've

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Speaker 1: trained ourselves to be able to think that way at large. Yeah,

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Speaker 1: And I think as an industry we need to get

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Speaker 1: smarter about the inputs, you know, and not being, to

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Speaker 1: your word earlier complacent with just accepting the third parties

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Speaker 1: that we've been using since as long as I've been

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Speaker 1: in this business that have not evolved even account for

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Speaker 1: things like content or experiences that live in the market.

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Speaker 1: So how are we accounting as as budgets continue to

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Speaker 1: move into video, as they move into live, as they

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Speaker 1: move into heck and and these things are not trackable, Well,

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Speaker 1: what are the inputs or the trend reports or the

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Speaker 1: business intelligence As an industry, we're starting to look to

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Speaker 1: to get that holistic picture. You know a lot of

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Speaker 1: people that um, I've come across in the business starting

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Speaker 1: out and you're like, what are you reading? What are

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Speaker 1: you interested in? And you know even you know some

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Speaker 1: of the students who have reached out to us on

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Speaker 1: at Landia saying, you know, how can I think about

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Speaker 1: this thesis differently? Where can I go to be sourcing

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Speaker 1: this sort of information? You have to be a cultural

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Speaker 1: student of this industry. You have to understand that you

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Speaker 1: should be reading Sarah Fisher's axios every Thursday in her

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Speaker 1: newsletter Media Trends. Places should be looking at the adages

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Speaker 1: and the ad weeks and the digitals to get sort

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Speaker 1: of the you know, nuances of how agencies and brands

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Speaker 1: are thinking about their creative messages and technology and all

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Speaker 1: this sort of stuff. You should be strolling product hunt

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Speaker 1: every day to see what's coming out right, and you

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Speaker 1: should also be looking at industry leaders. What are the

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Speaker 1: perspectives and how people are thinking about the so I mean,

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Speaker 1: how many people we've following on on Twitter um just

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Speaker 1: to get alternate perspectives on how people are approaching issues

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Speaker 1: in the industry like standardization of measurement, even policy issue

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Speaker 1: policy UM. And you have to go beyond the trades themselves.

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Speaker 1: And that's why business Intel, I think is one of

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Speaker 1: the most underutilized things in this industry, from planning for

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Speaker 1: basic business intel, CNBC Cheddar looking at what Brian Setler

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Speaker 1: is talking about as a media reporter on CNN. I

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Speaker 1: think the point is it's right. It's not just about

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Speaker 1: diversity in people. It's diversity and thought. That's right. And

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Speaker 1: at the end of the day, that's it, right, diversity

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Speaker 1: and where you're getting your information. And as much as

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Speaker 1: we are in our social lives right and our digital

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Speaker 1: social lives in a kind of echo chamber, we end

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Speaker 1: up doing that to ourselves in our professional lives, and

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Speaker 1: so we become this echo chamber and everyone's kind of

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Speaker 1: head nodding like yeah, yeah, yeah, GRP TRP, yeah, yeah, yeah,

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Speaker 1: that's the right, yeah yeah, of course instead of looking outside.

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Speaker 1: And I think that bringing it back to Pierce, you know,

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Speaker 1: what I love about him is that he kind of

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Speaker 1: like stumbled into creating trend reports because he was just

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Speaker 1: looking around and everything and started spotting signals. And he

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Speaker 1: was really good at pattern recognition, things that people weren't seeing,

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Speaker 1: And I think it behooves all of us to start

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Speaker 1: thinking about what patterns were seeing. I mean, I'm obsessed

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Speaker 1: with this notion of non direct competitors, people that are

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Speaker 1: super serving a like minded audience or like minded um

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Speaker 1: business solution that aren't in the same industry, and what

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Speaker 1: can we learn from them? When I look at the

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Speaker 1: directed consumer brands that are in the market, so think Casper,

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Speaker 1: think Away Suitcases. When you look at all of those brands,

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Speaker 1: what is all birds doing that Away Suitcases could learn

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Speaker 1: from pop up stores, collaborations. Rachel Typograph talked about sharing pixels.

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Speaker 1: You know, these are all of the things that you know,

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Speaker 1: culture is informing that these entrepreneurs and business executives are

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Speaker 1: learning from models that have nothing to do with their

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Speaker 1: line of product or service, Like, who are the people

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Speaker 1: right now that you're like gravitating too for influence, that

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Speaker 1: that you take insight from and that you're applying it

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Speaker 1: to marketing projects. So for me, a person of influence, yeah,

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Speaker 1: a Kasama, it's like infinite mirrors. These exhibits have been huge,

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Speaker 1: hershworn and all all over the world. What her artist's

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Speaker 1: mission is is to make people feel purposeful in their

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Speaker 1: life and that they belong to something. And so all

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Speaker 1: of her work is you in her work. So she

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Speaker 1: does this room, white room with like a desk and

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Speaker 1: chairs and furniture as all white. Everything is white, and

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Speaker 1: you go in and you put a colorful sticker right

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Speaker 1: on the wall in the firne ground anything, and it

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Speaker 1: becomes this I am an individual, but I am part

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Speaker 1: of a community and part of a collective. It's a really,

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Speaker 1: really powerful And one of her statements is because she

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Speaker 1: does it with dots, lots of dots. Dots are everywhere. Um.

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Speaker 1: One of her you know points is I want you

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Speaker 1: to feel like you are a dot. You're the only dot,

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Speaker 1: but you are a dot among millions. And I find

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Speaker 1: that this idea of community that she creates in a

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Speaker 1: physical space, but of like pure individualism, so fascinating, magical

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Speaker 1: and real, right, but it's ethereal and beautiful when you're

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Speaker 1: walking in it. So she's one of my big inspirations

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Speaker 1: right now. She's been huge. I mean, she's probably one

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Speaker 1: of the most instagrammed artists UM of our time, So

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Speaker 1: she's really phenomenal. She really inspires me. And I would

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Speaker 1: say that UM Camilla Harris and UM Christine gilibrand like huge,

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Speaker 1: huge influences they level the conversation have been huge inspirations. Yeah,

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Speaker 1: I think I've been drawing a lot of inspiration lately

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Speaker 1: for um creativity of thought from actually, I would say

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Speaker 1: the music world, particularly hip hop artists lately. Um, I'm

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Speaker 1: enamored with a lot of the works was Beats is

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Speaker 1: doing with artists. Just got his MBA from Harvard, Just

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Speaker 1: got his MBA from Harvard, And I think it's just

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Speaker 1: fascinating to see an artist like that step outside of

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Speaker 1: the world of music, probably also drawing inspiration from business

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Speaker 1: and thought leaders, and I just I think it's really cool. Um,

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Speaker 1: I love what's going on in sneaker culture. What's the

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Speaker 1: line that he said? My favorite is like this is

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Speaker 1: the motto for people. Seriously, get out your phone and

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Speaker 1: type this down. The sky is not the limit, It's

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Speaker 1: just a view. And if you're not rolling with that

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Speaker 1: in I don't know what you are. Um Aside from that,

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Speaker 1: really really into sneaker culture collaborations right now, loving like

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Speaker 1: the insane artwork and how people are using that as

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Speaker 1: a canvas and and the sort of cult community that's creating.

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Speaker 1: You know, Virgil Ablow and his brand off White with

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Speaker 1: what they're doing with Nike is just super cool and

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Speaker 1: makes you think about the cross pollination of of art

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Speaker 1: and urban culture and uh, pulling out these ideas and

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Speaker 1: inspirations for people. I just think that's really cool. And

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Speaker 1: the one of the thing that I just thought was

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Speaker 1: one of the most unexpected UM art forms that I

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Speaker 1: saw this year that you can take a lesson from

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Speaker 1: an experience UM and expression was from so Launch her

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Speaker 1: album artwork for a Seat at the Table and how

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Speaker 1: she wrote the album notes if you go into and

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Speaker 1: how she explains the dichotomy of her music and the

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Speaker 1: lyrics was absolutely original. It was stunning. It made me

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Speaker 1: reimagine or rethink how I am doing comm's planning. How

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Speaker 1: do you start relating the things together. So if you

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Speaker 1: I wish I could have the visual and maybe we'll

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Speaker 1: have to post it. But her album artwork sort of

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Speaker 1: deconstructs her thinking of the lyrics and it and it

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Speaker 1: takes you through sort of deep dive into what each

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Speaker 1: of those components means um inso much that I think

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Speaker 1: she got such a positive reception from it. She actually

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Speaker 1: went and turned it into an art exhibit in the

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Speaker 1: real world and you were able to kind of experience

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Speaker 1: that deconstruction um in the form of a museum pop up.

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Speaker 1: How I apply that is literally thinking about each piece

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Speaker 1: is not just one linear narrative, but the element of

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Speaker 1: purpose and contribution those thoughts goes that goes into that

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Speaker 1: singular narrative. And so as you think about how you

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Speaker 1: can represent comms planning or brand strategy and talking to

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Speaker 1: a client, not just ripping through and getting to the

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Speaker 1: line the platform, the boiler plate like knock them, dropped

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Speaker 1: the mic, walk out of the room. That was the best,

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Speaker 1: you know, a line of the meeting. It was really

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Speaker 1: what what goes in? It's the magic then the freaking

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Speaker 1: ingredient exactly. So um with that, we're gonna talk about

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Speaker 1: trends with Pierce Fox. We'll be right back at Lantia.

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Speaker 1: We're back in the studio with the British crystal Ball

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Speaker 1: that is Pierce Fuckuck fuck Um, founder of PSFK. Welcome

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Speaker 1: to the show, Pierce, thanks for being our first breat

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Speaker 1: Yeah really, Laura was really excited. I'm so excited. I

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Speaker 1: do very well with the breats. I'll leave that there.

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Speaker 1: So um, Pierce, you've had a lot of action in seventeen.

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Speaker 1: Why don't you tell at Landia a bit about PSFK,

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Speaker 1: the founding of it, what you set out to do,

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Speaker 1: A long journey, long story. Well, you've been around ever

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Speaker 1: forever four thousand and four. I started, Yeah, I'm a yeah,

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Speaker 1: I know what that means. I always say that your friend,

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Speaker 1: just because he's Scottish, I'm going to call him your friend,

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Speaker 1: which really you're probably not in any way, but your

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Speaker 1: friend Pete cash More guys are like contemporaries in the

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Speaker 1: blog sphere world, right, that's kind of how you. He

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Speaker 1: was around at the same time. Yes, are your bedroom? Yeah,

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Speaker 1: your dorm room? I really was. I did the stereotypical

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Speaker 1: in the bedroom in my boxes. Well, yeah, um, I

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Speaker 1: started it. I came to America. I came to America

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Speaker 1: for love. I came to be with a girl. And

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Speaker 1: I turned up and I had no job, no visa,

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Speaker 1: and I um, and the girl would say, go get

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Speaker 1: yourself a job, Go do something, Go find something to do,

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Speaker 1: find some money. Um. And I when I turned up,

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Speaker 1: I just turned up at the same time as Pete

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Speaker 1: Cashmore was doing his thing and Nick Denton was doing

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Speaker 1: his thing Gorka and you know, there's a whole bunch

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Speaker 1: of people, people behind slates and everything else were like

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Speaker 1: all meeting up. And I managed to turn up to

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Speaker 1: kind of some of these events. I saw what it

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Speaker 1: came to an event and this there's a lady who

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Speaker 1: I didn't know who was. She was stood up in

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Speaker 1: the corner and I was already thinking about writing a

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Speaker 1: blog and I didn't know who she was. And she's like,

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Speaker 1: I'm and she's older and I was like, and she said, okay,

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Speaker 1: I'm going to start my own blog. And I was thinking,

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Speaker 1: what if she can write a blog, I can write

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Speaker 1: a blog. She goes, yes, I'm going to call it

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Speaker 1: Huffington Post. Yeah yeah, yeah, yeah, better than me. Um.

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Speaker 1: The story is just to kind of illustrated time where

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Speaker 1: it was. It was pre pre social media. We and

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Speaker 1: the democratization of media hadn't happened. We were all media

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Speaker 1: was just very traditional, wasn't talking about the things we

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Speaker 1: wanted to talk about, and I wanted to share all

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Speaker 1: these cool ideas. Do you have any expertise, like were

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Speaker 1: were you coming from a place of like media in

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Speaker 1: your background like I was in advertising my first part

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Speaker 1: of my career, I ran away from advertising. Yeah. So

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Speaker 1: at the end of the first dot com boom, after

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Speaker 1: we had all these wild parties, we all kind of

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Speaker 1: then we all got let go and let fired, and

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Speaker 1: we all got very poor. Actually, the probably the most

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Speaker 1: accurate historic like his history of what happened in the nineties. Yeah,

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Speaker 1: so we had a spring time and then we all

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Speaker 1: got spat out. And then as I'm never going to

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Speaker 1: work in advertising again, I ran a film company for

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Speaker 1: a year. I worked with a couple of amazing film directors,

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Speaker 1: young film directors, and instead of making movies, what we

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Speaker 1: did is we wrote. So we spent all the time writing.

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Speaker 1: So you're writing treatments, you're writing pictures, you're trying to

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Speaker 1: make some money. And and so by the end of

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Speaker 1: that year, we've made about four promos, had a short

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Speaker 1: go to Sundance, but we were starving, had no money.

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Speaker 1: I looked back as this wonderful time. But at the

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Speaker 1: time you had something premier at Sundance. If there's a

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Speaker 1: little short, yeah, it's called It's Okay to Drink Whiskey.

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Speaker 1: It's a little short movie that's British. Yeah, it's these

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Speaker 1: grannies get killed as a horror in a launderette. That's amazing. Yeah,

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Speaker 1: but it could be Hollboken the ebook. So anyway, I

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Speaker 1: had a passion for writing. Met an American girl sort

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Speaker 1: of like I was starving in poor so I was like,

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Speaker 1: what else am I going to do? Might as well

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Speaker 1: go to her jump on a plane, and so I

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Speaker 1: turned up had a passion for writing. I met some

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Speaker 1: people who told me about these blogs, and I was like, Okay,

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Speaker 1: what am I going to write about? And somehow that

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Speaker 1: lens of consumer culture through advertising and creative ideas was

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Speaker 1: just something that kind of resonated, and I just started

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Speaker 1: writing about pool stuff. We were talking about this. I mean,

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Speaker 1: describe PSFK a couple of years into PSFK, how you

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Speaker 1: defined it then and how you're defining it today. I

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Speaker 1: think what happened is I had a mania for writing

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Speaker 1: and passion I was writing. Then all these people around

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Speaker 1: me wanted to write for PSFK. So all these friends

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Speaker 1: and from all around the world started writing. Where was

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Speaker 1: PSFK first published? Was it a dot com or was

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Speaker 1: it like it was? Okay, So, you know, two years

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Speaker 1: in writing all this crazy stuff and somebody sends me

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Speaker 1: a report. Annes of Bush in the UK sends me

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Speaker 1: a report and it's a trend report some agencies publishing

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Speaker 1: and says, can you do one of the ease And

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Speaker 1: I've never seen a trend report before? Um, But it

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Speaker 1: was just full of ideas that we were writing about

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Speaker 1: on PSFK, had expert opinion people who were interviewing each day,

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Speaker 1: as I could do this, and that's when we kind

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Speaker 1: of started to think about how we monetized. I guess we, oh,

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Speaker 1: we could do trend reports and people will pay, people

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Speaker 1: will pay us, you know what we think, And that's

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Speaker 1: how it just started a role. UM. And I got

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Speaker 1: to them meet other people and met some people who

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Speaker 1: had a startup agency called Anomaly. Yeah, and they met

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Speaker 1: this guy called Johnny Bulcan, and Johnny said to me,

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Speaker 1: I like that blog that you're doing what And I

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Speaker 1: was like, yeah, if you any freelance work, And Johnny said,

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Speaker 1: how are you gotting freelance work? Why don't you meet

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Speaker 1: Carl Carl Johnson. I met Carl and he said that,

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Speaker 1: you know, I am gotting freelance work either. But I

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Speaker 1: do have a office space. We have this new office

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Speaker 1: and so they gave me office space and for about

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Speaker 1: three years we worked out of anomally and where you

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Speaker 1: working with our clients just just had a dance. They

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Speaker 1: let lent me a computer, give give me a telephone.

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Speaker 1: Agencies actually just need to do that with creative smart

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Speaker 1: people and then they do need to rub elbows. Yeah.

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Speaker 1: I was hanging around with intelligent, bright, creative smart people. Yeah. Yeah.

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Speaker 1: One of the things that Alex and I have been

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Speaker 1: talking a lot about on the show is sort of

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Speaker 1: the tired approach to measurement and research that the industry

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Speaker 1: is facing. So obviously PSFK has kind of become this

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Speaker 1: cornerstone where both category specific or just generalization observations are

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Speaker 1: being made that are providing the bend on culture and context.

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Speaker 1: What we feel that the industry is quite starved for

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Speaker 1: is those sorts of real time applicable insights that people

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Speaker 1: can go and make strategic business decisions on, as opposed

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Speaker 1: to the legacy measurement companies that are spitting out six

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Speaker 1: month old lag time data in the form of an

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Speaker 1: index that people are making multi million billion dollars decisions on.

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Speaker 1: And those people are often early days in their careers,

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Speaker 1: their young buyers. They see a number, if it's over

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Speaker 1: a hundred, that must mean that this is the right

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Speaker 1: thing to buy. We should go call those people and

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Speaker 1: potentially our FP them. How do you here see PSFK

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Speaker 1: coming of age. I'lcohol it in a world where measurement

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Speaker 1: and data and analytics has become focal point. It's just

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Speaker 1: a buzzword now. Everybody's hungry for it, right, Yeah. I mean,

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Speaker 1: you know, I've been listening to the podcast and some

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Speaker 1: of the conversations you've been having and that you know,

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Speaker 1: the ultimate question is like what are you measuring why?

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Speaker 1: And you know, and what type of activity you're doing?

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Speaker 1: And I think a lot of the conversation in the

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Speaker 1: industry is still around. We need to monitor whatever the

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Speaker 1: classic advertising, whether it's digital or offline. Yeah, right, and

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Speaker 1: you know, the conversations we're having you know, you've got

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Speaker 1: to create brand experiences. You've got to like create this

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Speaker 1: pop up experience, but then you've got to like distribute

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Speaker 1: that experience across the web and things like that. So

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Speaker 1: it kind of complicated and three D in some ways

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Speaker 1: and rich, and it would be interesting kind of see

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Speaker 1: that if you're talking about those measurement platforms, how those

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Speaker 1: measurement platforms going to the cope with you know, the

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Speaker 1: impact of a pop up experience in the shopping mob,

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Speaker 1: followed by the content then that generates, followed by the

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Speaker 1: market research data. Then the insights you get from that event. Well,

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Speaker 1: it doesn't account for it, right, that's the if it's

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Speaker 1: not trackable, it's not measurable. I mean, you're still at

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Speaker 1: the core, you still have the same mission. What we've

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Speaker 1: also done is focused a lot. And so when we started,

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Speaker 1: you know, we wanted to have as many readers as

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Speaker 1: we could, you know, and we had a great impact.

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Speaker 1: We had by the by end of two thousand and fifteen,

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Speaker 1: we had two million readers a month, and that's our

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Speaker 1: subscription that was non subscription. And then we decided to

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Speaker 1: try to make some money out of paid content, and

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Speaker 1: what that allowed us to do by putting a paywall

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Speaker 1: up is have customers and play shop. And so suddenly

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Speaker 1: we had thousands of people paying us um and and

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Speaker 1: instead of like trying to get as many people to

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Speaker 1: read the site so we can get an advertiser, to

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Speaker 1: get a vodka advertiser advertising on our sites and playing

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Speaker 1: all those games, suddenly you only have two thou people.

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Speaker 1: Then then they are your clients. And so what's been

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Speaker 1: exciting the last couple of years is providing them with

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Speaker 1: the insights and the ideas that they want. And it's measurable.

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Speaker 1: You know, I email is that you know, I remember

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Speaker 1: I used to do create nice htmail emails and send

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Speaker 1: them out to my list. Now I send like, you know,

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Speaker 1: two thousand people quick email with two lines on, you know,

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Speaker 1: in the same way you send to your friends, and

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Speaker 1: they're just kind of knew what They're just going back.

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Speaker 1: There's stuff that you think is cool stuff. I've got

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Speaker 1: something going on, and you know, he said, here's a

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Speaker 1: link to a Google survey. You know, we sort of

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Speaker 1: kind of gone past this sort of moments of like

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Speaker 1: we must treat the biggest polished thing and let's get

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Speaker 1: back and scrappiness. Yeah, I just want real, right, what

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Speaker 1: are the things people are coming to most for in seventeen?

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Speaker 1: What were the big areas of focus that you saw

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Speaker 1: a lot of traction against. Well, that's you know, there's

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Speaker 1: in terms of we have a Chattel researcher service, so

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Speaker 1: within three days we turn around a report for our members.

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Speaker 1: I mean there's a classic typical technology areas that we

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Speaker 1: talk about day in, day outs. But it's amazing that

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Speaker 1: people still are interested. So there's still interested in a

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Speaker 1: r VR AI. Um, maybe things like personalization is also interesting.

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Speaker 1: It's very complicated and then there isn't one specific answer

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Speaker 1: about how to how to personalize as well, So um,

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Speaker 1: those are those are curious and really interesting. Yeah, what

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Speaker 1: does PSFK do better than any other trend spotter in

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Speaker 1: the industry? Like, what is your secret sauce that you

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Speaker 1: would say you're going to come to us? You can't

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Speaker 1: get this from any but else. I mean, I think

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Speaker 1: we've proven ourselves to be the best when it comes

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Speaker 1: to retail based when it comes to customer experience, year

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Speaker 1: in the year out, We've been doing that and I

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Speaker 1: think that's where our focus has gone. And I think

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Speaker 1: we provide you know, probably the industry, the pioneering viewpoints

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Speaker 1: each year about what the big ideas are. And I

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Speaker 1: think at the same time we are constructive and progressive.

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Speaker 1: We're trying to provide. We're not trying to go look

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Speaker 1: at dem and gloom it's all retail. I'm ageddon. We're like,

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Speaker 1: there's great opportunity, there's great there's great stuff to hit,

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Speaker 1: and so here are the things you could do to

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Speaker 1: get there. And you know our trend reports and moved

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Speaker 1: from reports to playbooks a bit more so, we've been

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Speaker 1: more like, here are the actions that you can take,

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Speaker 1: um and so that's going one of our big changes.

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Speaker 1: But and if if, if we could, like again, we

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Speaker 1: can rewind this when Piers is talking about moving from

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Speaker 1: trying report to playbook and you know our trend reports

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Speaker 1: and moved from reports to playbooks a bit more so,

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Speaker 1: we're a bit more like, here are the actions that

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Speaker 1: you can take. And I think that's it, and I

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Speaker 1: think that's what this industry is starving for. There's one

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Speaker 1: thing I'm going to take away from this conversation. It's

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Speaker 1: that we are missing the actionable insight, not just on

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Speaker 1: what the trend is telling us and not the analysis

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Speaker 1: that we should be taking away from it. But it's

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Speaker 1: what are the questions that the industry has that all

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Speaker 1: of us is a community, are asking in silos, but

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Speaker 1: really there's just this inherent gap of education that we're

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Speaker 1: not acknowledging. And so like, if there's one ask I

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Speaker 1: have is like a marketer, it's like, please, Pierre's raise

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Speaker 1: your hand and say in these are the three areas

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Speaker 1: that brand marketers are missing the mark on. That's great, Okay,

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Speaker 1: kill by d I y. What would you kill in

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Speaker 1: the world doesn't matter, not people weird? Um, what would

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Speaker 1: you buy? And what would you do yourself? What would

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Speaker 1: I kill? Legacy brands consistent? Yeah, I mean that insact

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Speaker 1: consistence is that you think every legacy I think a brand,

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Speaker 1: bran brand that's going to build around that's built off nothing.

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Speaker 1: You know, they lost their heritage and it's just you know,

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Speaker 1: like an energy to drink or something like that. What

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Speaker 1: would you buy? What would I buy today? I want

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Speaker 1: to buy that new Alpha Roo Mayo that. Yeah, so

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Speaker 1: I've read I've read a headline that it's a good

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Speaker 1: good car business in it. Yeah, the first car you

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Speaker 1: could buy. Pretty business inside that they do that sort

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Speaker 1: of stuff. Would you do yourself? I would. I would

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Speaker 1: return to writing. I would write a book or something. Pierce, OK,

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00:26:46,640 --> 00:26:49,360
Speaker 1: was a writing project. Wasn't supposed to be a business,

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Speaker 1: and so maybe you know, one day I like to

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Speaker 1: kind of get back to writing. All right, we'll be looking.

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Speaker 1: Thank you so much, thanks for coming by. Thank you

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Speaker 1: all right. M So, Piers, we are so thrilled to

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Speaker 1: know that your travels to America both ended in a

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Speaker 1: kick ass business and and a happy wife, happy life.

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Speaker 1: We had so much fun with the salty Englishman in

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Speaker 1: our booth. So big thanks to Pierce. Thank you as always,

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00:27:16,400 --> 00:27:19,399
Speaker 1: Cameron Drew's, Matt Turk, Andy Bowers, our friends and family

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Speaker 1: at Panoply and Atlanta. We will be back in two

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Speaker 1: weeks MHM. Full disclosure. Our opinions are our own.