WEBVTT - MVPs & Mindfulness on Election Day 2020 0:00:10.920 --> 0:00:14.560 What's up. I'm Laura Creni and I'm Alexa Kristen. Welcome 0:00:14.560 --> 0:00:19.400 back to one of the most important Atlantias election day. 0:00:19.920 --> 0:00:23.759 So it's November. If you haven't already dropped your ballot off, 0:00:24.239 --> 0:00:27.120 if you're not currently standing in line to vote, we 0:00:27.240 --> 0:00:30.240 ask you to please consider finding your local polling place 0:00:30.360 --> 0:00:33.080 to make your voice heard. If you need more information, 0:00:33.240 --> 0:00:35.720 go to vote for your Life dot com for more 0:00:35.760 --> 0:00:39.879 information on where you can vote today. And speaking of 0:00:40.560 --> 0:00:43.680 we have a very contextually relevant show today, Alexa. Christian 0:00:43.720 --> 0:00:47.040 Tom is in the Atlantia House with us today. He 0:00:47.080 --> 0:00:49.560 came off the campaign trail with Biden. He's the head 0:00:49.640 --> 0:00:54.160 of Digital Partnerships for Biden for President. Amazing conversation with 0:00:54.240 --> 0:00:58.120 him in a crazy crazy time on a crazy crazy day. 0:00:58.520 --> 0:01:01.440 And so we also paired Christian in with Kristin Mitchell. 0:01:01.520 --> 0:01:04.759 So Kristin Mitchell is founder of Nourish the People. We're 0:01:04.760 --> 0:01:07.520 gonna be hanging with Kristen on the back half of 0:01:07.520 --> 0:01:10.520 this episode to talk about her experience and working with 0:01:10.880 --> 0:01:14.720 executives in the advertising marketing media space who are working 0:01:14.959 --> 0:01:19.280 under tight timelines and talking about what it means to 0:01:19.360 --> 0:01:22.040 take a break, to take a pause to look inward 0:01:22.200 --> 0:01:26.440 and really create boundaries and space to really focus on 0:01:26.480 --> 0:01:29.040 our mental health and well being. And so with that, 0:01:29.120 --> 0:01:32.360 I hope everybody has the opportunity wherever you are listening 0:01:32.400 --> 0:01:35.200 to Atlantia today to join us and taking a collective 0:01:35.240 --> 0:01:39.640 breath as an ad community. On election day. We'll be 0:01:39.720 --> 0:01:49.639 right back and we're back in the studio with Christian Tom, 0:01:49.680 --> 0:01:54.120 head of Digital Partnerships for Biden for President. Christian, welcome 0:01:54.160 --> 0:01:57.720 to at Landia. Welcome, Thank you so much for having me. 0:01:57.960 --> 0:02:02.200 It's so we are so excited that you said yes, 0:02:02.320 --> 0:02:04.800 I will do a few minutes with you. Guys hot 0:02:04.840 --> 0:02:07.600 from the campaign trail, and we want to get a 0:02:07.640 --> 0:02:11.399 hot take from you on what's happening. So we're recording 0:02:11.440 --> 0:02:14.680 this a week before the election. And Christian, when we 0:02:14.680 --> 0:02:17.840 were talking earlier, you were saying, yes, obviously the elections 0:02:17.840 --> 0:02:21.600 the major deadline, but in the media and campaign world, 0:02:21.840 --> 0:02:25.079 there's another major deadline happening tonight. Can you tell us 0:02:25.160 --> 0:02:27.799 what that is? Yeah, So for this audience, it will 0:02:27.840 --> 0:02:31.360 be something that probably is closer to people's hearts or 0:02:31.400 --> 0:02:35.120 something that that maybe is more interesting. We're eight days 0:02:35.160 --> 0:02:39.160 out from election day and tonight at midnight. We actually 0:02:39.200 --> 0:02:45.720 do have a big advertising and digital advertising deadline. Anything 0:02:45.760 --> 0:02:49.880 that's political in nature needs to go into Facebook and 0:02:49.919 --> 0:02:53.920 be approved by midnight tonight. Facebook is not disallowing ads 0:02:54.040 --> 0:02:56.760 running up to election day, but they aren't allowing any 0:02:56.840 --> 0:03:01.440 new pieces of creative which adds an interesting, uh challenge 0:03:01.480 --> 0:03:03.960 for people who are running again as you can imagine 0:03:04.040 --> 0:03:07.760 huge numbers of add ad units and add groups at scale. Um, 0:03:07.840 --> 0:03:09.520 this is the this is the last chance to get 0:03:09.560 --> 0:03:13.320 stuff in I mean for fresh messaging. That's a real 0:03:13.400 --> 0:03:17.000 challenge totally. I mean yeah, it absolutely is. And and 0:03:17.040 --> 0:03:21.040 Facebook is allowing and again they obviously owned um, Instagram, 0:03:21.080 --> 0:03:24.040 so on Facebook and Instagram, we and all all political 0:03:24.080 --> 0:03:27.320 campaigns can continue to put out organic messaging with fresh 0:03:27.360 --> 0:03:31.560 creative and messaging through election day and beyond. But the 0:03:31.639 --> 0:03:36.160 paid boosting uh component, Yeah, it's um, this is the 0:03:36.240 --> 0:03:39.760 this is the deadline tonight. And anyone in the media 0:03:39.840 --> 0:03:44.000 side of the world understands it like paid is the game, right, 0:03:44.120 --> 0:03:47.040 Paid is the game for any brand anybody who have 0:03:47.080 --> 0:03:51.600 this conversation internally my company, Paid is the game. So 0:03:51.800 --> 0:03:54.360 it poses like big challenges and I think that this 0:03:54.480 --> 0:03:57.960 is the ongoing conversation way past the election that we're 0:03:58.000 --> 0:04:01.120 all going to have to have. UM so interested to 0:04:01.160 --> 0:04:05.160 have you come back post election uh and talk about 0:04:05.200 --> 0:04:07.600 that and talk about what you're seeing in terms of 0:04:07.680 --> 0:04:11.840 even kind of broader impact of of a decision like that, 0:04:11.880 --> 0:04:15.080 if you would be amazing, I would love to. Yeah. 0:04:15.120 --> 0:04:18.800 Prior to joining the Biden for President campaign, you were 0:04:18.839 --> 0:04:22.360 working in a sales and partnership's capacity with Group nine. 0:04:22.440 --> 0:04:25.120 Can you talk to us about your decision to move 0:04:25.200 --> 0:04:30.720 from working in advertising sales over to a political campaign. Yeah. So. 0:04:30.800 --> 0:04:34.320 My my background most directly right is having spent five 0:04:34.400 --> 0:04:37.520 years at now This, which was in kind of our 0:04:37.520 --> 0:04:40.920 start up phase, and and the Dono, which together joined 0:04:40.960 --> 0:04:42.680 up to create Group nine with a bunch of other 0:04:43.120 --> 0:04:46.000 media properties. So I was on the publisher side, and 0:04:46.040 --> 0:04:48.200 before that I was at the platforms. I worked at 0:04:48.240 --> 0:04:50.640 Twitter for four years. UM was one of the first 0:04:50.680 --> 0:04:52.479 kind of handful of employees at Twitter in the New 0:04:52.560 --> 0:04:55.200 York office, And I worked at Google on YouTube before that. 0:04:55.279 --> 0:04:58.240 So for me, the interesting kind of intersection was always 0:04:58.839 --> 0:05:03.839 UM uh video and social platforms UH, and then and 0:05:03.839 --> 0:05:06.880 then Group nine. Being a publisher who has really been 0:05:07.080 --> 0:05:11.560 some of the leaders about thinking about UM publishing in 0:05:11.560 --> 0:05:14.919 a digital and social first way to come to a 0:05:14.960 --> 0:05:19.520 campaign where there are, um not always a lot of 0:05:19.520 --> 0:05:22.600 people who come from industry, meaning who have a background 0:05:22.640 --> 0:05:24.240 similar to what I've described. There are a few people 0:05:24.279 --> 0:05:28.000 who've worked at other big publishing companies and or platforms, etcetera. 0:05:28.160 --> 0:05:29.719 But a lot of people, and I think this is 0:05:29.720 --> 0:05:33.320 true in most industries, come from the industry. These are 0:05:33.320 --> 0:05:38.800 people who maybe serial agency people or serial entrepreneurs. I 0:05:38.800 --> 0:05:40.440 think a lot of the people who are my colleagues 0:05:40.480 --> 0:05:44.120 now are serial campaign people. This is what they do, um, 0:05:44.160 --> 0:05:47.360 and they know the political world inside out. Um. And 0:05:47.760 --> 0:05:49.599 I think what is nice is I hope what I 0:05:49.640 --> 0:05:53.080 bring is a little bit of it. Therefore, an outside perspective, 0:05:53.120 --> 0:05:57.600 meaning outside of politics, but a media industry first perspective. 0:05:58.040 --> 0:06:00.640 So was there a moment, Christian and where you decided 0:06:00.720 --> 0:06:02.599 to say, I'm going to get into the political marketing 0:06:02.600 --> 0:06:06.960 arena and bring this perspective over to the campaign. Yeah, 0:06:07.000 --> 0:06:10.960 I mean I I was motivated enormously by, uh, the 0:06:11.040 --> 0:06:13.200 motivation I think a lot of people have, which is 0:06:13.240 --> 0:06:16.359 to get Donald Trump out of office. Um. For me, 0:06:16.440 --> 0:06:19.200 this has actually always been a bit more than merely 0:06:19.760 --> 0:06:23.039 I think Donald Trump is a terrible president and a 0:06:23.120 --> 0:06:26.279 bad person actually at his at his core um, which 0:06:26.360 --> 0:06:28.479 I do think, um. It is to me this has 0:06:28.480 --> 0:06:31.920 always been also affirmatively the respect I've had for Joe 0:06:31.920 --> 0:06:35.560 Biden as a public servant um and as someone who 0:06:35.640 --> 0:06:39.400 at his core isn't fundamentally decent human um. And I've 0:06:39.400 --> 0:06:43.760 always admired him in politics. So the opportunity as the field, 0:06:43.839 --> 0:06:47.960 meaning the Democratic primary winnowed um was one that I 0:06:48.080 --> 0:06:50.080 couldn't pass up. And this is, I think, as Joe 0:06:50.080 --> 0:06:52.599 Biden has said, truly a battle for the soul of 0:06:52.600 --> 0:06:55.640 our nation. This is a referendum on who we are 0:06:55.720 --> 0:06:58.599 as Americans. And maybe that's you know, me bighest working 0:06:58.640 --> 0:07:00.600 on the Biden campaign, coming with somewhat kind of like 0:07:00.640 --> 0:07:06.400 flowery language, but I sincerely deeply believe that um. And 0:07:06.440 --> 0:07:08.840 so it's an honor, And it was something that I've 0:07:08.880 --> 0:07:11.160 always had a great interest in terms of politics and 0:07:11.240 --> 0:07:14.520 leveraging some of the skills that I can bring to 0:07:14.680 --> 0:07:18.480 any organization, uh and and doing it here. How did 0:07:18.560 --> 0:07:22.480 you kind of take your experience working in the marketing 0:07:22.520 --> 0:07:28.800 media industry and translate it into really creating great digital partnerships, 0:07:28.800 --> 0:07:31.720 which is your role at the Biden campaign. Well, I 0:07:31.720 --> 0:07:35.200 guess for for me, I got introduced to Rob Flaherty, 0:07:35.280 --> 0:07:38.160 who runs all the digital efforts here at the at 0:07:38.520 --> 0:07:42.320 the Biden campaign UM, and as he was building out 0:07:42.320 --> 0:07:44.680 this team, because this was when I started at the 0:07:44.720 --> 0:07:48.600 campaign JEW which feels like simultaneously super recent but also 0:07:49.160 --> 0:07:51.920 a lifetime ago. Uh. And we were talking earlier, just 0:07:52.000 --> 0:07:53.600 as we were getting set up about how this is 0:07:53.760 --> 0:07:58.840 a uh seven job and and so it's been like 0:07:59.080 --> 0:08:03.400 a lifetime of of work experience. UM. But I got 0:08:03.480 --> 0:08:07.480 introduced to Rob, and the idea of a partnerships team 0:08:07.560 --> 0:08:09.480 is actually not a team that from what he has 0:08:09.560 --> 0:08:13.960 shared with me, UM is kind of like on a 0:08:14.040 --> 0:08:21.400 presidential campaign digital uh, normal organization or previous work. And 0:08:21.840 --> 0:08:23.760 the example he gave to me was a little bit 0:08:23.800 --> 0:08:26.400 of UM kind of like looking one cycle ago. So 0:08:26.480 --> 0:08:31.760 on Hillary Clinton's campaign, the idea of audience development was 0:08:32.360 --> 0:08:36.079 this novel concept and it was kind of like, oh, um, 0:08:36.200 --> 0:08:40.080 publishers have audience development teams, and the Clinton campaign in 0:08:40.080 --> 0:08:42.440 that case is acting in many ways like a publisher, 0:08:42.480 --> 0:08:44.600 at least in the digital mindset, So maybe what you 0:08:44.600 --> 0:08:48.560 want to do that and this year in UM, there 0:08:48.640 --> 0:08:50.720 is an audience development team, and there's been an understanding, 0:08:50.760 --> 0:08:54.800 kind of a tacit acknowledgement of how the Biden campaigns 0:08:54.800 --> 0:08:56.400 that like a publisher so so like kind of the 0:08:56.400 --> 0:08:59.600 playbook from four years ago becomes the default. So I 0:08:59.640 --> 0:09:03.319 think of potentially, if we do our jobs right here, um, 0:09:03.760 --> 0:09:07.120 the idea of a partnerships team also can become something 0:09:07.160 --> 0:09:11.200 that is part of the playbook for for the next cycle. 0:09:11.800 --> 0:09:14.600 I love that are their partnerships Christian you can point 0:09:14.600 --> 0:09:17.200 to or talk about. That would be a manifestation of 0:09:17.240 --> 0:09:20.560 bringing that media marketing mindset from outside the Beltway, if 0:09:20.600 --> 0:09:24.520 you will, into the political arena that you think represents 0:09:24.559 --> 0:09:28.800 where you see political marketing needing to go. So the 0:09:29.200 --> 0:09:35.720 Partnerships team, as we've built it has three overall pillars. 0:09:36.800 --> 0:09:44.240 The pillars are one uh net new platforms, two digital 0:09:44.440 --> 0:09:47.840 and and actually like digital and social first publishers, and 0:09:47.880 --> 0:09:53.559 then three is creators influencers um uh and and that 0:09:53.679 --> 0:09:56.160 that side of the world. So I can give me 0:09:56.280 --> 0:10:00.000 an example in each category that illustrates I think, um, 0:10:00.000 --> 0:10:03.440 exactly what you're you're describing so um so in the 0:10:03.520 --> 0:10:06.559 in the platform side, part of what we're thinking about 0:10:06.559 --> 0:10:09.960 here is not our own channels, meaning a place where 0:10:09.960 --> 0:10:12.240 you'll have an at Joe Biden or at Kamala Harris. 0:10:12.400 --> 0:10:14.880 And in fact I just mentioned we have uh an 0:10:14.920 --> 0:10:17.600 audience development team. Their whole job is to publish content 0:10:17.679 --> 0:10:20.959 on our channels, to grow our audiences there, to think 0:10:21.000 --> 0:10:24.040 about what's you know, uh an engagement that makes sense 0:10:24.080 --> 0:10:26.600 on those platforms, and communicate effectively. So that's what our 0:10:26.600 --> 0:10:29.120 audience development a development team does, and they do it 0:10:29.640 --> 0:10:33.400 exceptionally well. The whole, the whole idea of this partnership's 0:10:33.400 --> 0:10:37.120 team is as much as possible to get off of 0:10:37.160 --> 0:10:39.679 our own channels, how do we grow our reach by 0:10:39.720 --> 0:10:43.200 meeting people where they are and actually putting ourselves outside 0:10:43.200 --> 0:10:47.200 of the at Joe Biden equivalent. So UM to two 0:10:47.200 --> 0:10:50.200 platforms that are really different, but that illustrate that UM. 0:10:50.280 --> 0:10:53.120 One of them is a partnership that we put together 0:10:53.679 --> 0:10:57.719 with Cameo. So Cameo for those of you who are 0:10:58.040 --> 0:11:00.840 are not familiar with it, UM is it's a it's 0:11:00.880 --> 0:11:03.760 a platform and it's a place where they created a 0:11:03.800 --> 0:11:07.320 marketplace where buyers and sellers can meet. The buyers being 0:11:07.360 --> 0:11:10.439 individual people, and the sellers in this case, if you will, 0:11:10.480 --> 0:11:14.160 are the celebs, the influencers who are able to offer 0:11:14.240 --> 0:11:16.400 up for anywhere I think from like fifteen or fifty 0:11:16.440 --> 0:11:18.520 dollars to a few hundred or maybe a few thousand 0:11:18.600 --> 0:11:22.280 dollars a shout out video recorded on their phones in 0:11:22.320 --> 0:11:26.040 their own homes, and you may have it for uh, 0:11:26.120 --> 0:11:28.200 Laura getting it for our friend Alexa to say happy 0:11:28.240 --> 0:11:30.640 birthday or whatever it might be. And it's done super 0:11:30.679 --> 0:11:34.680 well during the pandemic because like gifting, the kind of 0:11:34.720 --> 0:11:37.200 social is a really fun way of doing it right 0:11:37.240 --> 0:11:39.520 then and you get these birthday shout outs or happy graduation, 0:11:39.600 --> 0:11:42.120 whatever might be. So that's an existing product out in 0:11:42.120 --> 0:11:46.200 the world. It's a platform. We went and did the 0:11:46.240 --> 0:11:49.200 partnership work and all the legal and operations work to 0:11:49.320 --> 0:11:51.160 allow for a celebrity when you go to his or 0:11:51.200 --> 0:11:55.920 her page to have the cameos they do and fulfill 0:11:56.880 --> 0:12:00.439 not be a payment that's processed on cameo dot com. 0:12:00.480 --> 0:12:04.240 It becomes a donation to BFP Biden for President via 0:12:04.320 --> 0:12:07.559 Act Blue, and all the operations back and happens to 0:12:07.600 --> 0:12:10.320 authenticate that the donation took place and for that same 0:12:10.760 --> 0:12:13.920 two and fifty dollars or whatever it might be, Uh, 0:12:14.080 --> 0:12:16.520 the the celebrity then fulfills the request and which is 0:12:16.520 --> 0:12:19.000 the happy birthday or whatever it might it might be UM, 0:12:19.040 --> 0:12:20.800 and gives a great kind of plug and shout out 0:12:20.840 --> 0:12:23.040 to to the friend who who made a donation to 0:12:23.040 --> 0:12:26.240 the Biden campaign for it and the reason why to me, 0:12:26.280 --> 0:12:30.120 this is a good example of a digital first platform 0:12:30.240 --> 0:12:33.040 is because a the campaign of course, is a fundraising 0:12:33.080 --> 0:12:35.760 tool that receives the donation and the contribution, which is great. 0:12:36.920 --> 0:12:41.320 U be the celeb who is often you know, banging 0:12:41.360 --> 0:12:44.040 down our door looking for ways to get involved, especially 0:12:44.040 --> 0:12:45.600 when they can't go and join a rally like they 0:12:45.640 --> 0:12:47.440 would have in a traditional election year of meaning an 0:12:47.440 --> 0:12:50.320 in person rally. Can do these can do them at 0:12:50.400 --> 0:12:53.439 home in their own spare time, right like thirty to 0:12:53.520 --> 0:12:56.800 sixty seconds at a time. UM. And then see the 0:12:56.840 --> 0:12:59.240 part to me that's arguably the most powerful from my 0:12:59.400 --> 0:13:03.320 standpoint is all of the downstream earned impressions that we 0:13:03.400 --> 0:13:08.280 get from the gift recipient sharing and other social feeds. 0:13:08.320 --> 0:13:09.679 Oh my gosh, check it out. I got this great 0:13:09.679 --> 0:13:12.559 shout out from past. So cameo is an example of 0:13:12.600 --> 0:13:15.800 a platform and again very different from say Twitter as 0:13:15.800 --> 0:13:18.840 a platform in and of itself. So that's one another 0:13:18.840 --> 0:13:23.920 platform that we're working on is um it's TikTok, but TikTok. 0:13:23.920 --> 0:13:25.840 TikTok's one where it's interesting we do we do not 0:13:26.000 --> 0:13:30.240 have an owned channel, and you may have seen kind 0:13:30.240 --> 0:13:33.680 of leaked in the press that we as Biden campaign 0:13:33.720 --> 0:13:37.920 staff do not have TikTok on our phones. Um there 0:13:37.960 --> 0:13:42.400 were some information security concerns, uh, And so that means 0:13:42.440 --> 0:13:44.880 therefore we as the campaign from again like that owned 0:13:44.960 --> 0:13:47.160 channel aren't aren't on there. So we're thinking a lot 0:13:47.200 --> 0:13:51.640 about how do we deploy a distributed creator lad approach 0:13:51.679 --> 0:13:55.160 to have a presence on TikTok, to have pro Joe 0:13:55.200 --> 0:13:59.000 Biden messaging without the need for our principles for our 0:13:59.200 --> 0:14:02.400 our indidates to be on on the platform. I think 0:14:02.400 --> 0:14:04.600 you guys have done a good job. I think you 0:14:04.600 --> 0:14:06.560 guys have me I some I see Biden stuff all 0:14:06.600 --> 0:14:08.480 the time. I'm also and the all go, I mean 0:14:08.559 --> 0:14:11.559 I'm happy in the all go. But here you're you're 0:14:11.559 --> 0:14:14.000 gonna get targeted what we the TikTok things you want 0:14:14.040 --> 0:14:15.760 to see. But yeah, I mean, you're right. We we've 0:14:15.760 --> 0:14:18.839 been measuring obviously across the board, the number of impressions 0:14:18.880 --> 0:14:21.400 or number of posts or you know for TikTok. It's 0:14:21.400 --> 0:14:23.960 also that like how often a piece of audio is used. 0:14:24.000 --> 0:14:26.000 That's kind of how things go viral on TikTok, So 0:14:26.240 --> 0:14:28.680 you can see how many times a piece of audio 0:14:28.720 --> 0:14:30.520 has been used and like kind of get a sense 0:14:30.560 --> 0:14:32.320 for how it's been going. And yeah, we're we're happy 0:14:32.360 --> 0:14:34.480 that we've been able to make a big den um 0:14:34.760 --> 0:14:37.440 and get a lot of provide Harris messaging. So those 0:14:37.440 --> 0:14:40.680 are like, those are platforms. That's another thing Christian that 0:14:40.760 --> 0:14:42.360 we want you to come back and talk about because 0:14:42.360 --> 0:14:47.640 they think there is right again the security issues or 0:14:47.720 --> 0:14:51.680 non issues, but the perceptions with TikTok are huge in 0:14:51.800 --> 0:14:54.360 terms of that platform being able to scale and grow 0:14:55.000 --> 0:14:59.200 um and particularly at a time that's so critical right 0:14:59.240 --> 0:15:02.520 in the Nations kind of history. So it's a really 0:15:02.560 --> 0:15:07.120 interesting tidbit about not having TikTok on your phones totally, 0:15:07.640 --> 0:15:12.560 So thinking Christian about really at this point, eight days away, 0:15:13.080 --> 0:15:16.160 what's the combination of data versus gut that you're using 0:15:16.240 --> 0:15:18.440 at this point. We talked with Lisa Sherman on our 0:15:18.440 --> 0:15:21.040 previous episode, Presidency of the AD Council. The idea of 0:15:21.080 --> 0:15:25.760 speed over perfection. The fly swatter comes to mind. The 0:15:25.760 --> 0:15:27.960 fly swatter. I don't think there was any amount of 0:15:28.040 --> 0:15:30.400 data that you could have looked at. Maybe there was, uh, 0:15:30.400 --> 0:15:32.680 in the amount of time it took to get from 0:15:32.960 --> 0:15:36.640 a debate to UM having the fly swatter up on 0:15:37.400 --> 0:15:40.480 your website and available for sale. So so talk to 0:15:40.560 --> 0:15:43.240 us about that dynamic and what you see as being 0:15:43.920 --> 0:15:46.640 the most effective under the tight timelines in which you're working. 0:15:46.960 --> 0:15:48.920 We sold a lot of fly swatters. Let me you, 0:15:50.480 --> 0:15:52.960 we sold a lot of fly swatters. And and actually 0:15:52.960 --> 0:15:57.240 more than that, it was unbelievably impressive to see the 0:15:57.280 --> 0:16:01.720 slack channel for all of the provals to do something 0:16:01.760 --> 0:16:07.360 fly swatter related, and then subsequently, uh, the amazing speed 0:16:07.640 --> 0:16:12.840 to find a Union made fly swatter. All of the 0:16:12.880 --> 0:16:15.840 merch in our Joe Biden store is Union made and printed. 0:16:16.160 --> 0:16:18.240 So not only were they able to just get it 0:16:18.320 --> 0:16:21.120 up live on the Joe Biden store as an item 0:16:21.200 --> 0:16:24.080 for sale, they had to source the Union fly swatter 0:16:24.120 --> 0:16:27.480 in the first place, which is so impressive, UM, and 0:16:27.480 --> 0:16:29.880 and was able to be done. So, UM, I think 0:16:29.920 --> 0:16:32.120 on something like that, when you're in a rapid response 0:16:32.280 --> 0:16:35.360 or a real time environment, UM, I think you're probably 0:16:35.360 --> 0:16:38.680 gonna lean a bit more gut UM, and that probably 0:16:38.720 --> 0:16:41.480 is true when you think about the the best worst 0:16:41.520 --> 0:16:43.920 analogy of like Oreo Dunk in the dark, there had 0:16:43.960 --> 0:16:45.640 to be some level of a gut call on what 0:16:45.680 --> 0:16:48.320 would be working for the brand voice of the company 0:16:48.640 --> 0:16:51.040 and same thing here. UM. There's a lot of real 0:16:51.080 --> 0:16:55.080 time decisioning that takes place on something like that. Uh. 0:16:55.120 --> 0:16:57.960 We also use a whole host of data as you 0:16:58.040 --> 0:17:00.040 as you as you share. So there's a person on 0:17:00.200 --> 0:17:03.320 our team for example, UM, a woman named Alison Stern 0:17:03.400 --> 0:17:06.080 who was the co creator of and co founder of 0:17:06.080 --> 0:17:09.240 Tubular Labs, which is a measurement firm. She works on 0:17:09.240 --> 0:17:12.199 the campaign and has really helped to infuse and then 0:17:12.200 --> 0:17:14.520 give a shout out to Allison for this has done 0:17:14.520 --> 0:17:17.560 a great job to infuse a data driven approach for 0:17:17.600 --> 0:17:21.879 when we are signing partnerships with media publishers with influencers 0:17:22.359 --> 0:17:24.800 UM and has made available again like kind of her 0:17:25.040 --> 0:17:27.359 her thinking around it. UM. And So I guess the 0:17:27.440 --> 0:17:29.760 obvious answer is it's both. But I do think it 0:17:29.800 --> 0:17:32.320 depends a bit on what situation you're in, because you're 0:17:32.320 --> 0:17:35.239 probably gonna skew a bit more one way UM, and 0:17:35.280 --> 0:17:38.280 then and then sew a bit more towards the other side. 0:17:38.680 --> 0:17:42.920 Speaking of that Christian you know, were there things that 0:17:43.040 --> 0:17:45.560 you guys had to make quick calls on that took 0:17:45.560 --> 0:17:48.639 you into unexpected or new directions? Were there are things 0:17:48.720 --> 0:17:52.440 that you know you can't plan for. Some of these 0:17:52.440 --> 0:17:55.520 things you couldn't planned for the fly? I mean, the 0:17:55.520 --> 0:17:58.680 fly was amazing, um, no matter what side you're on. 0:17:58.880 --> 0:18:01.240 It was just a kind of a crazy thing that happened. 0:18:01.520 --> 0:18:04.520 But were there things that from a bigger change that 0:18:04.640 --> 0:18:07.480 took you guys in a different direction? And what were they? Yeah? 0:18:07.680 --> 0:18:09.680 I mean I can even give you an example that 0:18:09.680 --> 0:18:12.320 that is more on our side of the house, um, 0:18:12.359 --> 0:18:15.960 around the work that we did with animal crossing. Yeah, 0:18:16.400 --> 0:18:18.800 the the animal crossing work was not breaking news. This 0:18:18.840 --> 0:18:25.359 is not deeply political, uh Supreme Court fight kind of 0:18:25.359 --> 0:18:27.879 a high stakes thing. However, it was something that we 0:18:27.960 --> 0:18:32.359 worked on uh and created. I guess you would call 0:18:32.359 --> 0:18:34.000 it like almost an m v P, like a minimum 0:18:34.080 --> 0:18:36.280 viable product. It was the arm science. It's a native thing. 0:18:36.400 --> 0:18:38.800 People do it all all up and down the board, UM, 0:18:38.840 --> 0:18:41.960 and it has this almost low fi look, almost like grainy. 0:18:41.960 --> 0:18:43.720 If you don't know animal crossing, you think that it's 0:18:43.800 --> 0:18:47.680 it's like, um, hard to read UM, and we thought 0:18:47.720 --> 0:18:50.040 that corners of the internet might really appreciate it. And 0:18:50.040 --> 0:18:52.280 that's certainly people who play animal crossing and have their 0:18:52.280 --> 0:18:54.000 own island and really care about what it looks like 0:18:54.400 --> 0:18:56.359 would really appreciate it. It It would be a fun nod 0:18:56.440 --> 0:18:59.320 to the fact that, UM, this is an important user 0:18:59.400 --> 0:19:01.560 base and that people are spending time on animal crossing 0:19:01.600 --> 0:19:04.040 and we really do want to be people everywhere where 0:19:04.119 --> 0:19:07.440 they are, including on something like an animal crossing UM. 0:19:07.520 --> 0:19:11.160 And to answer your question, it was it was a 0:19:11.200 --> 0:19:12.920 piece of news and a piece of work that got 0:19:13.040 --> 0:19:18.960 such an outsized, real time, super fast positive reaction UM 0:19:19.080 --> 0:19:22.040 that we had to think pretty creatively, uh and pretty 0:19:22.119 --> 0:19:25.520 quickly to think to put in plans in place for 0:19:25.600 --> 0:19:27.960 what we would do for a two point oh UM 0:19:28.000 --> 0:19:29.800 and to make it clear it's not a flash in 0:19:29.840 --> 0:19:34.600 the pan activity and UH and we didn't. We launched 0:19:34.640 --> 0:19:39.280 the Biden Island and our field office with all sorts 0:19:39.320 --> 0:19:43.120 of Easter eggs UM and shout outs to and acknowledgments 0:19:43.119 --> 0:19:46.200 of Joe Biden's past and his interests, as well as 0:19:46.359 --> 0:19:49.480 Kummel Harris's UM and the team that did the work 0:19:49.480 --> 0:19:53.040 did an awesome job thinking about what's native to animal 0:19:53.040 --> 0:19:56.719 crossing and seeing the reaction in terms of the numbers, 0:19:56.720 --> 0:19:59.240 seeing the reaction in terms of using the tweets and whatnot. 0:19:59.320 --> 0:20:01.920 It's been also so again, maybe maybe a bit different 0:20:01.960 --> 0:20:04.159 from like a real time tweet of how to respond 0:20:04.160 --> 0:20:06.760 to something happening in the real world or a geopolitical 0:20:07.080 --> 0:20:09.680 but in terms of a digital partnership, it was something 0:20:09.680 --> 0:20:11.720 that we had to move pretty quickly, and I just 0:20:11.720 --> 0:20:13.800 feel like if more brands acted like they were in 0:20:13.800 --> 0:20:17.080 a presidential campaign, we would see a lot more innovation 0:20:17.200 --> 0:20:20.320 and a lot more willingness to say doesn't need to 0:20:20.320 --> 0:20:22.920 be perfect. It's something we're gonna m v P. We're 0:20:22.920 --> 0:20:25.080 going to get out there and talk to the for 0:20:25.359 --> 0:20:28.119 the far corners of the Internet UM and see if 0:20:28.119 --> 0:20:30.760 they appreciate it. I just feel like that's a lesson 0:20:30.760 --> 0:20:33.240 that we can all take back. What are your thoughts 0:20:33.320 --> 0:20:37.040 on seeing more UM individuals who work in media and 0:20:37.080 --> 0:20:40.560 marketing coming into the political marketing sphere and what impact 0:20:40.600 --> 0:20:43.320 do you think that might have on future elections. I 0:20:43.359 --> 0:20:49.680 think there will always be some number of UM operators 0:20:49.800 --> 0:20:53.720 or or even uh some number of agencies who are 0:20:53.880 --> 0:20:58.240 like whose agency services are used for for the campaign, 0:20:58.280 --> 0:21:01.680 and that's been true for a while people coming from 0:21:01.720 --> 0:21:05.240 maybe more of like my perspective, who are trying to 0:21:05.280 --> 0:21:08.440 do things a bit differently. I hope. I think, UM 0:21:08.480 --> 0:21:11.879 that it's proven to be really powerful to have an 0:21:11.960 --> 0:21:15.239 outside an outside voice. And I don't even tell you 0:21:15.280 --> 0:21:17.720 that some of the things that we're doing with digital 0:21:17.720 --> 0:21:24.560 publishers UM are not new as in Christian is some 0:21:24.600 --> 0:21:29.440 innovation person. These are in some cases things that a 0:21:29.440 --> 0:21:33.359 group nine of the world does or has done UM 0:21:33.440 --> 0:21:36.119 for a little while. So it's it really is in 0:21:36.200 --> 0:21:40.600 that case just about pulling something from a totally different 0:21:40.800 --> 0:21:43.840 arena or outside of what people are used to hearing UM. 0:21:43.880 --> 0:21:46.520 And a lot of what we're doing is really great 0:21:46.640 --> 0:21:53.000 branded content from a number of buzzfeeds individual channels. So 0:21:53.840 --> 0:21:56.639 branded content for BuzzFeed is a is a well oiled machine, 0:21:56.640 --> 0:21:58.119 meaning they really know what they're doing and how to 0:21:58.119 --> 0:22:00.480 make it feel native. They are pros at this kind 0:22:00.480 --> 0:22:04.000 of social first and video stuff. UM. When we are 0:22:04.040 --> 0:22:06.760 doing things with peril Like, which is one of their 0:22:06.760 --> 0:22:11.080 pages that focuses on Latino audiences UM, and we're doing 0:22:11.119 --> 0:22:15.800 things with Tasty, which is they're really popular food brand 0:22:15.880 --> 0:22:19.159 media publisher UH and so what an approachable way for 0:22:19.280 --> 0:22:21.840 in that case, in the latter case for Dr Jill 0:22:21.840 --> 0:22:25.800 Biden to talk about family and to talk about home 0:22:26.040 --> 0:22:28.919 and the importance of voting even in the context of 0:22:28.960 --> 0:22:32.960 making which they did for the world famous chicken farm. 0:22:33.320 --> 0:22:35.880 It was great. I love it. I want that recipe. 0:22:36.080 --> 0:22:38.679 I need to see that video. I think you just 0:22:38.720 --> 0:22:42.760 gave us a couple of really important nuggets, one of 0:22:42.800 --> 0:22:45.160 which Laura and I talked about a lot. Right, it's 0:22:45.240 --> 0:22:48.200 not about the word innovation, which is just a weird, 0:22:48.400 --> 0:22:51.880 bad word that doesn't really mean a lot, And they 0:22:51.880 --> 0:22:54.920 don't think about how can you take something that's working 0:22:54.920 --> 0:22:56.960 and actually put it into a different context with a 0:22:56.960 --> 0:22:59.320 different audience, and all of a sudden there's actually something 0:22:59.359 --> 0:23:01.880 kind of magic all that happens for both the audience 0:23:01.920 --> 0:23:04.199 and the brand. So it's a great That is a 0:23:04.320 --> 0:23:07.760 great kind of message because it's so critical to think 0:23:07.760 --> 0:23:11.480 about creating some tension between the context and the audience. 0:23:12.040 --> 0:23:14.320 It doesn't have to be net new And I love 0:23:14.359 --> 0:23:16.880 the idea Christian of what you're talking about and developing 0:23:16.920 --> 0:23:21.679 this partnership's team withinside Political Campaigns is really the cross 0:23:21.720 --> 0:23:24.760 pollination of I p right knowing what you know the 0:23:24.800 --> 0:23:27.480 campaign is best at, and then not necessarily having to 0:23:27.520 --> 0:23:30.640 create something net new, but going out and finding partners 0:23:30.640 --> 0:23:33.160 where that is their expertise, that is their skill set, 0:23:33.200 --> 0:23:36.040 that is their platform, that is their tech stact, whatever 0:23:36.080 --> 0:23:38.480 the case may be, and building on it. I think 0:23:38.480 --> 0:23:40.280 that's something we've been talking a lot about on the show, 0:23:40.400 --> 0:23:42.520 is like double down on the thing you're best at 0:23:42.800 --> 0:23:45.720 and then go and bridge these external partnerships and find 0:23:45.720 --> 0:23:48.199 ways to collaborate in new ways where one post one 0:23:48.240 --> 0:23:50.520 may equal ten. So with that, Alexa, I think we 0:23:50.560 --> 0:23:54.800 have a final question what is next? What is post 0:23:54.880 --> 0:23:57.840 next week? For Christian Tom? Where are you gonna go? 0:23:58.000 --> 0:23:59.719 What are you gonna do? I can tell you what's 0:23:59.800 --> 0:24:04.080 next actually in terms of the campaign, which is you're 0:24:04.280 --> 0:24:08.600 listening to this on election day, um, we will have 0:24:08.960 --> 0:24:14.719 just concluded a body of work that we're um creating 0:24:14.800 --> 0:24:18.399 right now, which is what we're calling Project seventy two. 0:24:18.680 --> 0:24:21.600 It is the final seventy two hours leading into the 0:24:21.640 --> 0:24:28.760 campaign and providing a really clean and clear um scaffolding 0:24:29.240 --> 0:24:40.480 for people, individuals, influencers, creators, celebrities, people to help quote 0:24:40.560 --> 0:24:43.720 unquote kind of donate their accounts to this campaign and 0:24:43.720 --> 0:24:48.840 We're going to give people really easy and hopefully really 0:24:48.880 --> 0:24:52.000 fun and compelling things to share on their social feeds, 0:24:52.400 --> 0:24:56.360 whether that's agat, vertical or square or every every type 0:24:56.359 --> 0:24:59.120 of format you can think of, UM with a bunch 0:24:59.119 --> 0:25:01.400 of different esthetics that you can go and put out 0:25:01.400 --> 0:25:06.680 on your channels. After that, meaning starting today election day, 0:25:06.800 --> 0:25:10.000 we are also thinking a little bit about UM if 0:25:10.040 --> 0:25:15.359 we need to have UM the same help of people 0:25:15.480 --> 0:25:20.439 and influencers across the board in a scenario where this 0:25:20.520 --> 0:25:24.000 election is not determined on the night of November three 0:25:24.119 --> 0:25:28.480 tonight when you're listening to this, so UM, what's next 0:25:28.680 --> 0:25:31.639 is you may well be called upon if you're listening 0:25:31.680 --> 0:25:34.240 to this to help us make sure that the vote 0:25:34.240 --> 0:25:39.040 count period m is H is happening, and that all 0:25:39.040 --> 0:25:42.639 the votes are counted, and that UM everything is tabulated 0:25:42.640 --> 0:25:45.080 in a way that that means that everyone's voice is heard. 0:25:45.440 --> 0:25:51.080 So there's a there was work between now and November three, UM, 0:25:51.119 --> 0:25:53.760 and there may well be work to be done together 0:25:54.320 --> 0:25:57.600 after that as well. We're gonna run into our final 0:25:58.280 --> 0:26:01.520 statement that we ask everyone to do. It's called kill 0:26:01.840 --> 0:26:05.520 by d I Y. So what would you anything you want? 0:26:05.680 --> 0:26:08.960 What would you kill? What would you purchase or acquire 0:26:09.160 --> 0:26:11.920 What would you do yourself? And it's a lightning round. 0:26:12.280 --> 0:26:16.399 I have a irrational dislike of umbrellas. It's kind of 0:26:16.400 --> 0:26:20.320 a controversial take, but walking on New York City streets 0:26:20.480 --> 0:26:23.240 with trying to dodge umbrellas and yourself trying to put 0:26:23.240 --> 0:26:26.080 your umbrella down and hope other people, I would love 0:26:26.119 --> 0:26:28.920 to just have everyone to be running in between awnings 0:26:29.000 --> 0:26:32.040 or something instead, but that might not be totally feasible. 0:26:32.080 --> 0:26:36.439 But I would say kill umbrellas. Umbrella is not that controversial. 0:26:36.480 --> 0:26:38.680 I like it all right. What would you buy? I 0:26:38.720 --> 0:26:42.000 would love to buy UH and I've had that that 0:26:42.040 --> 0:26:43.720 did even more because right now it actually is my 0:26:43.840 --> 0:26:48.680 main UH productivity machine. But I would love to buy 0:26:48.800 --> 0:26:50.680 one that could do even more than what it does now. 0:26:50.920 --> 0:26:54.120 And Apple just released their new iPads, So I think 0:26:54.160 --> 0:26:59.159 you're in luck and oh boy, what would you do yourself? 0:26:59.680 --> 0:27:02.400 We like everyone else, I've been doing a lot of 0:27:03.119 --> 0:27:08.080 baking um, but we've also been therefore been doing a 0:27:08.080 --> 0:27:10.120 lot of a lot of cooking. So what I would 0:27:10.160 --> 0:27:12.400 love to learn how to d I y really well? 0:27:13.080 --> 0:27:18.680 UM is more interesting dishes and Christian If people want 0:27:18.760 --> 0:27:21.320 to send you recipes or get in touch with you 0:27:21.400 --> 0:27:25.919 about future collaborations. Are partnerships post election? How can they 0:27:25.920 --> 0:27:28.119 get in touch with you? I guess Twitter is probably 0:27:28.160 --> 0:27:32.000 best on Twitter. I'm at ce L Tom ce L 0:27:32.040 --> 0:27:34.000 t O M, so please hit me up. And I 0:27:34.040 --> 0:27:37.080 really appreciate both of you, and thank you for having me. Christian, 0:27:37.119 --> 0:27:39.800 thank you so much. Good luck the next eight days 0:27:39.840 --> 0:27:42.800 and beyond. We hope you'll come back. Yes, thank you. 0:27:43.000 --> 0:27:45.480 We'll see you soon, Christian, take care. Thank you so much. 0:27:48.160 --> 0:27:51.919 Alexa and I wanted to take a collective pause this 0:27:52.000 --> 0:27:55.760 election day and talk about turning busy into being. We're 0:27:55.800 --> 0:28:00.560 welcoming Kristin Mitchell, founder of Nourish the People. Kristen, welcome 0:28:00.600 --> 0:28:03.440 to Atlantia. Thank you so much for having me. I'm 0:28:03.480 --> 0:28:05.600 so happy to be here. I would love for you 0:28:05.640 --> 0:28:08.800 to take everyone on your journey um over the last 0:28:08.800 --> 0:28:11.200 few years in working in the health and wellness space. 0:28:11.480 --> 0:28:15.520 Of course, well it's always a long story how people 0:28:15.560 --> 0:28:18.280 get really into wellness, deeply into this work. But I 0:28:18.320 --> 0:28:21.119 think with me, it really started way back when I 0:28:21.160 --> 0:28:23.800 was probably about fifteen is when I started doing yoga, 0:28:23.920 --> 0:28:26.440 so yoga with my free into everything. My mom did 0:28:26.440 --> 0:28:29.199 it as long as I can remember, so throughout my life, 0:28:29.320 --> 0:28:31.880 yoga has always been a constant. I moved to New York, 0:28:32.080 --> 0:28:35.159 very busy environment, had a lot of crazy jobs, and 0:28:35.400 --> 0:28:38.040 I realized over time that as I was dealing with 0:28:38.080 --> 0:28:41.560 more and more anxiety and more and more stressful situations, 0:28:41.720 --> 0:28:44.760 it was returning back to that practice in that room 0:28:44.800 --> 0:28:47.080 that I had had since I was fifteen that really 0:28:47.160 --> 0:28:50.880 kept me grounded and kind of sane. So eventually I 0:28:50.960 --> 0:28:55.160 hit a low point in ironically four years ago cycles 0:28:55.320 --> 0:29:01.560 and decided that I just wanted to learn more about yoga, 0:29:01.760 --> 0:29:04.760 but beyond that, learn more about I guess why it 0:29:04.840 --> 0:29:08.640 worked for me. So I went deep into a two 0:29:09.400 --> 0:29:12.400 teacher training program and then from there it's just been 0:29:13.040 --> 0:29:14.920 kind of the rest of my life. That was really 0:29:14.960 --> 0:29:17.480 the first big door that opened and clicked in my mind. 0:29:17.560 --> 0:29:21.560 And spending that much time thinking about yoga, mindfulness, the 0:29:21.560 --> 0:29:25.640 background of it, the history, it really changed my perspective 0:29:25.800 --> 0:29:28.960 on how I behave, how I see things, and really 0:29:29.000 --> 0:29:32.080 how I live. So pause on that one. Around that 0:29:32.240 --> 0:29:35.440 same time, I was working a bunch of different random 0:29:35.560 --> 0:29:38.400 jobs because just pivot, you know, and I ended up 0:29:38.440 --> 0:29:42.760 meeting Laura, and that was another really big turning point. 0:29:42.800 --> 0:29:46.600 For me because I saw something in you that I loved, 0:29:46.680 --> 0:29:49.440 and I also saw that there were so many aspects 0:29:49.680 --> 0:29:52.080 of what you were doing in the way that you 0:29:52.120 --> 0:29:55.240 were living throughout your day that could benefit from me 0:29:55.360 --> 0:29:58.880 being there to provide support from these teachings that I 0:29:58.880 --> 0:30:02.040 had been practicing for a really long time. So that's 0:30:02.120 --> 0:30:06.200 kind of where my my wellness practice as an individual 0:30:06.360 --> 0:30:09.240 in my work, they kind of started to come together 0:30:09.680 --> 0:30:12.600 as one, and that eventually ended up informing Nourish the 0:30:12.640 --> 0:30:17.600 People in my mission now, which is helping really motivated 0:30:18.000 --> 0:30:21.920 creative doers in this world who we really need, and 0:30:21.960 --> 0:30:24.600 there are so many of them, and especially in this 0:30:24.680 --> 0:30:28.960 time in particular, there's so many activists and entrepreneurs have 0:30:29.040 --> 0:30:32.240 to think differently and everyone's really being pushed. So I 0:30:32.280 --> 0:30:36.320 want to provide a platform and practices that are simple 0:30:36.920 --> 0:30:40.520 to help people always be able to return to their 0:30:40.520 --> 0:30:44.479 sense of calm even in these very chaotic situations, because 0:30:44.520 --> 0:30:48.320 that's ultimately what I've been trying to do for myself 0:30:48.480 --> 0:30:50.280 and when I was able to do for Laura a 0:30:50.280 --> 0:30:53.120 little bit. Let's talk about nourish the people, talk about 0:30:53.120 --> 0:30:55.960 building this brand of course, well again, I mean I 0:30:56.040 --> 0:30:57.840 kind of have I kind of have you to thank 0:30:57.920 --> 0:31:00.360 for it, honestly, Laura, because as I was working with you, 0:31:00.440 --> 0:31:02.280 and as I was working in an agency, and this 0:31:02.360 --> 0:31:06.880 was my first exposure to agency life. Of course, um, 0:31:07.000 --> 0:31:11.240 we were working together today every day on the regular, 0:31:11.280 --> 0:31:14.160 but then I was also in an office of just brilliant, 0:31:14.200 --> 0:31:18.080 brilliant people who are just churning and doing so much 0:31:18.120 --> 0:31:21.320 all of the time. So that kind of inspired something 0:31:21.360 --> 0:31:25.520 in me to think, Huh, how can I simplify all 0:31:25.520 --> 0:31:27.640 of this information that I have in my mind, all 0:31:27.680 --> 0:31:31.560 of this information about food I've I've went to Institute 0:31:31.560 --> 0:31:34.480 of Integrative Nutrition. So there's that side, all this information 0:31:34.480 --> 0:31:39.000 about mindfulness, about yoga, about breathwork, about meditation, but simple 0:31:39.200 --> 0:31:41.959 down to a point where it's not intimidating, there's not 0:31:42.000 --> 0:31:44.360 a barrier to entry, but rather it can be really 0:31:44.640 --> 0:31:50.520 grasp herbal, really practical, and these creatives and doers can 0:31:50.560 --> 0:31:53.640 integrate these things into their life in little tiny bits 0:31:54.080 --> 0:31:57.520 every single day to make a difference. And I think 0:31:57.520 --> 0:32:03.200 that we are in this era of just doing, doing, doing, going, going, going. 0:32:03.320 --> 0:32:07.360 So if I can even find an ounce like two, three, 0:32:07.600 --> 0:32:10.640 five minutes of someone's day to kind of help them 0:32:11.120 --> 0:32:14.160 set a boundary or help them take a pause and 0:32:14.240 --> 0:32:18.360 make it not intimidating. Then that's the goal, that's the mission. 0:32:18.680 --> 0:32:21.200 So give us a few examples of that. So the 0:32:21.240 --> 0:32:23.200 first thing that I'd say, and I preach this all 0:32:23.240 --> 0:32:25.720 the time recently, especially to myself, is when you are 0:32:25.760 --> 0:32:30.480 having a moment of complete overwhelm or anxiety or stress 0:32:30.560 --> 0:32:34.040 or whatever it is, don't fight it. I think we 0:32:34.120 --> 0:32:36.760 are also in this society where we really try to 0:32:37.000 --> 0:32:41.440 escape negative feelings and escape discomfort. And the fact of 0:32:41.440 --> 0:32:43.880 the matter is where in a challenging time, everyone's having 0:32:43.920 --> 0:32:46.320 a hard year in these types of emotions and these 0:32:46.360 --> 0:32:49.600 types of feelings are just going to happen. So when 0:32:49.680 --> 0:32:53.360 you can sit there and just acknowledge what it is 0:32:53.400 --> 0:32:57.400 that you're feeling, just by acknowledging it, just by putting 0:32:57.400 --> 0:33:01.440 the verbiage around, not saying like I am anxious, but 0:33:01.520 --> 0:33:05.880 just saying I'm experiencing anxiety right now, that will help 0:33:06.080 --> 0:33:08.800 because what that does to your mind is it tells you, oh, 0:33:08.920 --> 0:33:11.640 I'm not actually attached to this. This is just something 0:33:11.680 --> 0:33:14.800 that's coming through me in this moment, and eventually, like 0:33:14.840 --> 0:33:18.840 all things, it will change. So that's my first number 0:33:18.840 --> 0:33:20.880 one tip, right now is just be very kind to 0:33:20.960 --> 0:33:24.120 yourself and have the wherewithal to acknowledge these hard moments 0:33:24.520 --> 0:33:26.640 and just say them for what they are. This is 0:33:26.640 --> 0:33:30.240 a hard moment. I feel really overwhelmed right now. But 0:33:30.360 --> 0:33:33.760 that's okay because they always they change to the nature 0:33:33.800 --> 0:33:36.480 of my mind. It's the nature of emotions. It's always shifting. 0:33:36.560 --> 0:33:41.600 So number one. Number two, everyone says it. At nauseam, 0:33:41.680 --> 0:33:45.000 you have to breathe. You have to breathe. I feel 0:33:45.080 --> 0:33:48.520 a full breath in in, a full breath out, and 0:33:48.560 --> 0:33:52.560 repeat that. Can we just do that right now together? Yeah, 0:33:53.040 --> 0:33:56.640 let's do it, all right, everyone, Let's do this, okay, everyone, So, 0:33:56.640 --> 0:33:59.440 wherever you're sitting, if you're sitting cross legged, if you're 0:33:59.440 --> 0:34:01.160 sitting with your feet on the ground, I just un 0:34:01.200 --> 0:34:03.360 crossed my legs and put my feet down. The first 0:34:03.400 --> 0:34:05.640 thing that you do is you notice your point of 0:34:05.720 --> 0:34:08.799 contact with the floor, because that feeling of gravity, that 0:34:08.880 --> 0:34:12.440 feeling of being supported, will always calm your nervous system. 0:34:12.480 --> 0:34:15.200 It will always let you know that you're okay, you're held, 0:34:17.120 --> 0:34:19.240 you're in the car, wherever you are, it doesn't matter. 0:34:19.480 --> 0:34:22.080 Just notice your seat, notice the bottoms of your feet. 0:34:23.960 --> 0:34:28.040 Let the breath come out of your body and then 0:34:28.040 --> 0:34:32.720 take a full inhale into your nose, ride the breath 0:34:32.800 --> 0:34:35.720 all the way down into your belly, fill your belly 0:34:35.760 --> 0:34:45.200 exand and then just acts how let it go. There 0:34:45.239 --> 0:34:50.440 you go. That's number two. It works every time, instantly 0:34:50.520 --> 0:34:54.400 feeling better. Yes, it instantly works. And it's so silly 0:34:54.440 --> 0:34:57.719 because it's so simple, but it always works. So that's 0:34:57.760 --> 0:35:00.440 my big thing number two that I with say, and 0:35:00.520 --> 0:35:04.719 the number three, which is actually this is funny. It's 0:35:04.719 --> 0:35:06.440 popping into my mind right now, so I'm just going 0:35:06.480 --> 0:35:09.000 to go for it. Remember the moments that you felt 0:35:09.040 --> 0:35:13.480 really good. There's a lot of emphasis around even myself 0:35:13.480 --> 0:35:16.279 like stress and anxiety, but I think it's important to 0:35:16.320 --> 0:35:19.279 have a note or a photo or something of a 0:35:19.280 --> 0:35:23.000 time when you just mentally felt really well, really on 0:35:23.120 --> 0:35:27.839 it and just really good, really like yourself, and go 0:35:27.920 --> 0:35:30.759 back to that moment, maybe close your eyes and just 0:35:30.800 --> 0:35:34.239 put yourself back in that headspace, use your imagination just 0:35:34.320 --> 0:35:37.160 what you what did you feel at that time, just 0:35:37.200 --> 0:35:39.399 as a reminder to your body and to your mind 0:35:39.480 --> 0:35:42.240 that you can easily go back there. As you've been building, 0:35:42.320 --> 0:35:46.759 have you recognized patterns with executives that you've worked with 0:35:46.840 --> 0:35:50.399 that have informed your services in terms of what you're 0:35:50.400 --> 0:35:52.319 offering through nurse of people, both in the content of 0:35:52.320 --> 0:35:55.360 your newsletter, but also in the services that you're designing, 0:35:55.440 --> 0:35:59.400 be at yoga, practice, coaching, meditation, et cetera. Have there 0:35:59.440 --> 0:36:03.680 been patterned There's always patterns. We're all kind of all 0:36:03.719 --> 0:36:06.200 cycling around many of the same things, just in our 0:36:06.200 --> 0:36:08.919 own unique ways. One thing that I noticed a lot 0:36:08.960 --> 0:36:13.440 that I also personally deal with, of course, is perfectionism. 0:36:13.480 --> 0:36:16.439 This this idea of needing to maintain all of these 0:36:16.560 --> 0:36:19.600 really really high standards that we build for ourselves constantly. 0:36:20.200 --> 0:36:22.120 That's a big one. Another really big one is just 0:36:22.320 --> 0:36:26.080 generally lack of boundaries. There's a lack of boundary now, 0:36:26.480 --> 0:36:29.440 especially in homes, because you're working, you're doing everything from 0:36:29.480 --> 0:36:33.520 your space. So how can you help people adjust their 0:36:33.560 --> 0:36:37.840 physical environments, in their mindset around their physical environments to 0:36:37.920 --> 0:36:41.399 create boundaries for themselves within their days. That's a really 0:36:41.440 --> 0:36:43.040 big one that I think a lot of people are 0:36:43.040 --> 0:36:47.120 working through right now. And another one that I want 0:36:47.120 --> 0:36:49.839 to say that's again a little bit cheesy, but you've 0:36:49.840 --> 0:36:53.400 got to just hang with me, is just needing to 0:36:53.520 --> 0:36:59.120 be easier on yourself it's everyone gets really wrapped up 0:36:59.160 --> 0:37:02.759 in really stress stubt in things that aren't going, things 0:37:02.760 --> 0:37:05.920 that aren't meeting expectations. And I think it's so important 0:37:06.000 --> 0:37:10.120 collectively across the board for everyone to just be gentle 0:37:10.160 --> 0:37:13.560 with yourself, be kind no matter what you're doing right now, 0:37:13.680 --> 0:37:17.279 just recognize there's so so much happening that that's one 0:37:17.280 --> 0:37:20.799 of the most important things that you can do. So 0:37:20.920 --> 0:37:23.480 christ and I always hear that, like people always say, 0:37:23.480 --> 0:37:25.560 be kind to yourself, be you know, don't be so 0:37:25.600 --> 0:37:27.880 hard on yourself. And I always say, what does that 0:37:27.920 --> 0:37:31.200 look like? What does that look like? Why do you 0:37:31.280 --> 0:37:35.280 do that? What does that mean? A great questions, such 0:37:35.320 --> 0:37:37.719 a good question. It's it's another thing where you have 0:37:37.840 --> 0:37:40.480 to work on it. It does not come naturally. The 0:37:40.560 --> 0:37:43.440 nature of the mind is always too critique, to criticize, 0:37:43.480 --> 0:37:46.680 to over analyze, to perpetuate bad situations. Is a way 0:37:46.719 --> 0:37:50.360 to protect us, essentially from ourselves from anything that could 0:37:50.400 --> 0:37:55.000 possibly happen. This is something I wrote about recently where 0:37:55.680 --> 0:37:58.799 that's why I think it's important to understand that and 0:37:59.080 --> 0:38:01.680 be friend that aspect of your mind because all of 0:38:01.680 --> 0:38:04.879 the negative self talk, all of the anxiety it's coming 0:38:04.920 --> 0:38:08.840 from a place of ultimate protection our mind, our body. 0:38:08.880 --> 0:38:10.520 They just want us to be safe. So it's trying 0:38:10.560 --> 0:38:13.319 to anticipate where we could go wrong, which is where 0:38:13.320 --> 0:38:16.240 we end up being really really hard on ourselves because 0:38:16.239 --> 0:38:19.239 we think about all the things that we could potentially 0:38:19.760 --> 0:38:22.000 do wrong or not meet expectations, or ways we could 0:38:22.000 --> 0:38:26.719 potentially get rejected. So one of the ways to remedy 0:38:26.760 --> 0:38:31.200 that is to first of all, get clear about where 0:38:31.200 --> 0:38:34.480 you're being harsh on yourself. Get crystal clear. That's always 0:38:34.520 --> 0:38:38.800 where I start understand what's the thought, what is the language, 0:38:39.239 --> 0:38:41.800 what is the fear? What is it that I'm beating 0:38:41.800 --> 0:38:44.680 myself up about? Right, So get very very clear and 0:38:44.719 --> 0:38:48.680 concise about the harshness. And then this is I'll put 0:38:48.760 --> 0:38:50.759 this is a new thing that I've actually been working 0:38:50.800 --> 0:38:53.680 on recently that I'll put out there because it was effective. Um, 0:38:54.560 --> 0:38:59.680 give yourself. Start write down advice. If you think about, well, 0:38:59.719 --> 0:39:02.480 let's say let's pretend someone else did the things to 0:39:02.520 --> 0:39:05.960 you that you're anxious about that you're beating yourself about. 0:39:05.960 --> 0:39:08.080 Your best friend just went and you know, they messed 0:39:08.120 --> 0:39:10.759 up a presentation or whatever it is, and they're just 0:39:10.880 --> 0:39:15.120 beating themselves up about it. Sit down and write advice 0:39:15.160 --> 0:39:17.799 to them. What would you say to them in that 0:39:17.840 --> 0:39:20.760 moment right now to kind of help them feel better 0:39:21.000 --> 0:39:24.600 to a friend, just write it and then sit there 0:39:24.600 --> 0:39:28.480 and read it and give that advice to yourself and 0:39:28.560 --> 0:39:32.040 just take it in take your own advice. It's really 0:39:32.080 --> 0:39:36.480 interesting how we always know what we need. We always 0:39:36.560 --> 0:39:41.160 have the answers. You just have to slow down and 0:39:41.239 --> 0:39:45.200 ask the question and then be willing to listen to it. 0:39:45.880 --> 0:39:48.879 Christ and I love that. It's super simple. I think 0:39:48.920 --> 0:39:51.160 it's just right. And one of the things that you 0:39:51.239 --> 0:39:54.480 talk a lot about is slow down. What can people 0:39:54.600 --> 0:39:57.000 do right now? Because we're not in an industry that's 0:39:57.040 --> 0:40:02.440 slow ever, we're actually the industry it's pushing the pace, right, 0:40:02.520 --> 0:40:07.680 So what can people do to actually use the energy, 0:40:07.719 --> 0:40:11.200 like take negative energy and take that push and take 0:40:11.239 --> 0:40:15.120 that speed and actually turn it into something that's propelling, 0:40:15.640 --> 0:40:17.960 Like how do people start to think about that? Like 0:40:18.120 --> 0:40:20.840 I know, I know Laura really well. Laura knows me 0:40:20.880 --> 0:40:23.440 really well. One thing that we have in common is 0:40:23.440 --> 0:40:28.080 that we both work well one under pressure and with speed. 0:40:28.320 --> 0:40:31.520 In fact, when we're slower, we seem to get a 0:40:31.560 --> 0:40:35.120 little frustrated. How do we take that negative energy and 0:40:35.200 --> 0:40:38.720 kind of reframe it and push it into a creative place, 0:40:38.880 --> 0:40:41.359 push it into something that's going to help us. So 0:40:41.400 --> 0:40:43.400 the first thing I want to touch on that I 0:40:43.440 --> 0:40:46.320 think is so important to you said, when you slow down, 0:40:46.680 --> 0:40:50.520 it's frustrating. Yeah, that is one of the key components 0:40:50.600 --> 0:40:57.000 that I am trying to kind of undo with people 0:40:57.239 --> 0:41:01.680 like yourself, that that slow down time is so crucial 0:41:01.960 --> 0:41:05.120 to fuel the going time, the fast time, the under 0:41:05.160 --> 0:41:10.120 pressure time. So a huge practice, everything is a practice. 0:41:10.160 --> 0:41:13.080 I'll use that word in a nauseam. A huge practice 0:41:14.360 --> 0:41:20.400 is recognizing when you're slow and being okay with the discomfort, 0:41:20.600 --> 0:41:24.960 in knowing that the slowness is always a precedent prior 0:41:25.080 --> 0:41:28.239 to moving really quickly and moving into the doing, and 0:41:28.280 --> 0:41:32.680 that you will actually do so much better if you 0:41:32.760 --> 0:41:35.560 give yourself that time to be slow. You have to 0:41:35.640 --> 0:41:38.839 have both. We you just you have to have both. 0:41:38.920 --> 0:41:41.600 It's the nature. You cannot always be doing doing, doing, going, 0:41:41.680 --> 0:41:44.960 or you burnout, right burnout, that's all that is. So 0:41:45.600 --> 0:41:48.640 embrace the slow even if it's uncomfortable. Just sit there 0:41:48.640 --> 0:41:51.520 and think, why am I so uncomfortable? What is this? 0:41:52.000 --> 0:41:54.480 And is there something that I could read? Is there 0:41:54.560 --> 0:41:57.600 something that I could listen to is there a way 0:41:57.640 --> 0:41:59.800 I could move go on a walk to process this 0:42:00.000 --> 0:42:04.160 feeling throughout my body and make it feel okay. Feelings changed? Yeah, 0:42:04.239 --> 0:42:07.560 I love the feelings change. That's like such an under 0:42:08.680 --> 0:42:14.960 under understood right, the thing that feelings are actually constantly 0:42:15.360 --> 0:42:20.520 moving um and typically when we're not feeling good, it 0:42:20.560 --> 0:42:24.400 feels like they're there forever. What are the services that 0:42:24.480 --> 0:42:28.719 you're offering now as Nourished the People is in development 0:42:28.840 --> 0:42:32.040 to executives who may want to email you directly after 0:42:32.239 --> 0:42:36.200 listening to this episode. Absolutely well. The first I always 0:42:36.239 --> 0:42:39.320 have my newsletter. The newsletter is the core of Nourish, 0:42:39.520 --> 0:42:41.879 so you can always find me there. I also do 0:42:42.000 --> 0:42:45.680 one on one private sessions. I teach what's called yin yoga. 0:42:46.160 --> 0:42:49.600 So yin is slow, it is low to the ground. 0:42:49.800 --> 0:42:52.879 It is not entirely restorative. You move a tiny bit more, 0:42:52.960 --> 0:42:56.440 but it is just putting you into your body, really 0:42:56.480 --> 0:43:00.160 getting you into your body and breathings so that you're 0:43:00.400 --> 0:43:05.040 anatomy begins to relax. And then along with the in session, 0:43:05.239 --> 0:43:09.040 I do a short conversation just to the beginning. I 0:43:09.080 --> 0:43:12.760 help people focus in on one mental hang up, whatever 0:43:12.800 --> 0:43:15.319 it is. One stressed, one anxiety, one thing that just 0:43:15.360 --> 0:43:17.959 won't shut up in their mind. And then we kind 0:43:18.000 --> 0:43:21.759 of move and meditate and do some visualization in accordance 0:43:21.800 --> 0:43:25.920 to that one hang up. And then I provide practices. 0:43:26.000 --> 0:43:29.520 I provide suggestions. What's one two minute thing you can 0:43:29.560 --> 0:43:33.399 do every day that could help you? I say two 0:43:33.400 --> 0:43:36.120 minutes and emphasize that because one of the things that 0:43:36.160 --> 0:43:38.400 I want to do with Nourish the People and working 0:43:38.400 --> 0:43:41.320 with executives in particulars, I know time is so valuable 0:43:41.360 --> 0:43:44.120 and so limited, and oftentimes that's all that they have, 0:43:44.719 --> 0:43:47.560 but it's enough to make a really substantial difference. Otherwise 0:43:47.560 --> 0:43:50.239 I wouldn't be doing this. I would say Christen that 0:43:50.320 --> 0:43:52.239 I know you're you offer up two minutes, but having 0:43:52.280 --> 0:43:54.920 worked with you, those two minutes easily turned into twenty 0:43:54.960 --> 0:43:58.080 minutes and in some instances two hours. So so to 0:43:58.200 --> 0:44:01.360 everyone listening, I think for stop, sign up for Nourish 0:44:01.400 --> 0:44:05.160 the People newsletters that Nourish the People dot co CEO 0:44:05.600 --> 0:44:08.080 and christ and if people want to get in touch 0:44:08.160 --> 0:44:12.120 with you to talk about the practice, sign up for 0:44:12.160 --> 0:44:13.960 your services. How can they get in touch with you? 0:44:14.200 --> 0:44:17.120 Absolutely you can find me on Instagram at nourish the 0:44:17.160 --> 0:44:20.400 People dot Co. That's CEO. You can also email me 0:44:20.640 --> 0:44:23.720 Kristen k R I S T I n AT Nourish 0:44:23.800 --> 0:44:26.680 the People dot Co. That's also available on my website. 0:44:26.920 --> 0:44:29.640 I would love so much to talk to you, so 0:44:29.719 --> 0:44:32.239 feel free slide into my DM, send me a note 0:44:32.280 --> 0:44:34.799 comment on something and I would I would just love 0:44:34.800 --> 0:44:37.600 to chat and hear about how you're doing and how 0:44:37.640 --> 0:44:39.440 you're handling this year and if there's anything that I 0:44:39.480 --> 0:44:42.680 can maybe offer up to help. I think that just 0:44:42.760 --> 0:44:45.880 st even your your presence, but you're you know, really 0:44:45.920 --> 0:44:50.200 smart advice. Um, it's just something that, especially in this industry, 0:44:50.280 --> 0:44:53.040 we need more of. Thank you so much for coming 0:44:53.040 --> 0:44:57.000 by and bringing some pause to this election day. We 0:44:57.040 --> 0:45:00.680 appreciate the conversation and you, of course so happy to 0:45:00.719 --> 0:45:08.960 be here. Thank you too for having me so what 0:45:09.040 --> 0:45:14.160 an amazing episode, feeling all types of push and pull, 0:45:14.600 --> 0:45:20.240 thinking about pace, the meaning of pausing to push forward, 0:45:21.040 --> 0:45:24.200 finding space to really think and create. And Alexa, there 0:45:24.239 --> 0:45:27.960 was also something you said in our conversation with Christian 0:45:28.680 --> 0:45:31.720 that really stuck with me. This idea of brand acting 0:45:31.800 --> 0:45:35.560 like they're in an election cycle and starting to connect 0:45:35.640 --> 0:45:38.280 some some signals here right, we heard from Lisa Sherman. 0:45:38.320 --> 0:45:41.600 The idea of speed over perfection. We're hearing in this 0:45:41.680 --> 0:45:45.120 episode with Christian, the idea of putting out a minimum 0:45:45.280 --> 0:45:50.240 viable product and building an iterating quickly if it lands. 0:45:50.920 --> 0:45:53.640 What do you think that this is signaling to brand 0:45:53.719 --> 0:45:58.520 marketers in which pace is moving faster and faster every day. 0:45:58.719 --> 0:46:01.680 I think there's, you know, the new kind of there's 0:46:01.680 --> 0:46:05.040 a new kind of emphasis that's been put on marketers 0:46:05.080 --> 0:46:09.400 around creating something new, always creating something new, and that 0:46:09.480 --> 0:46:12.919 there's value in that. What Christian said that I thought 0:46:13.000 --> 0:46:16.239 was so smart was it's almost like ready mades. Do 0:46:16.520 --> 0:46:19.799 anyone to know what a ready made is? It's an art, right, 0:46:19.880 --> 0:46:25.279 You're using found objects and you're creating something new, Like 0:46:25.600 --> 0:46:28.840 if there's something that is essential in a presidential election 0:46:29.520 --> 0:46:38.759 by using audiences, communities, things that are existing media, media products, platforms, etcetera. 0:46:39.320 --> 0:46:43.520 That they put a spin on, and you know, I 0:46:43.520 --> 0:46:46.279 think Christian really hit on it. And we've done this, Laura, 0:46:46.320 --> 0:46:48.560 we've talked about this a lot, even in season one. 0:46:48.680 --> 0:46:53.400 In season two, how do you take a property, uh 0:46:53.600 --> 0:46:57.279 partner and collaborate and find where your brand in their 0:46:57.400 --> 0:47:00.400 brand is additive or an experience at it have not 0:47:00.480 --> 0:47:03.080 adjacent as the line I believe we always used to 0:47:03.160 --> 0:47:06.760 use exactly additive, not adjacent. And I think that Christian 0:47:06.800 --> 0:47:10.759 really hit on that. And brands, you know, election cycles 0:47:10.920 --> 0:47:14.319 are short. They're short for all intents and purposes and 0:47:14.320 --> 0:47:17.520 their high stakes. And I think if the brands start 0:47:17.600 --> 0:47:22.360 to think about themselves and their activity, their marketing activity 0:47:22.480 --> 0:47:28.400 like that, it will create collaboration over competition, which Lisa 0:47:28.440 --> 0:47:33.840 Sherman talked about. It will create new from already created. 0:47:34.320 --> 0:47:37.360 And maybe there shouldn't be a premium or the shiny 0:47:37.400 --> 0:47:42.040 object kind of requirement for a marketer. It should be 0:47:42.560 --> 0:47:46.279 how are you looking at things that exist that are 0:47:46.320 --> 0:47:49.440 doing well that you could use in a different way, 0:47:49.840 --> 0:47:53.040 Things that have community that you could enter into in 0:47:53.080 --> 0:47:54.839 a different way. And I think that was a big 0:47:54.880 --> 0:47:57.839 point that I got from Christian. He doesn't have time, right, 0:47:58.040 --> 0:48:03.359 they don't have time to build constantly something that's new, 0:48:03.440 --> 0:48:05.680 but they did. I couldn't agree more. And I think 0:48:05.680 --> 0:48:10.040 there's two additional takeaways that I was left thinking about 0:48:11.120 --> 0:48:17.040 following that conversation. Was one incredibly important to go to 0:48:17.120 --> 0:48:20.719 where the consumer or in this case, the voter is, 0:48:21.360 --> 0:48:23.439 you know, all of the partnerships that Christian was talking 0:48:23.480 --> 0:48:29.080 about via cameo TikTok animal crossing, going to where the 0:48:29.160 --> 0:48:35.480 customer or voter is thinking about AOC showing up on Twitch, 0:48:37.160 --> 0:48:40.480 going to where the customer or the voter is And 0:48:40.520 --> 0:48:43.400 so you know that being one the second that I 0:48:43.440 --> 0:48:46.839 took away, double down on the thing that you're best at, 0:48:47.920 --> 0:48:51.840 and collaborate and cross pollinate with others who are best 0:48:51.880 --> 0:48:55.640 at what they do, and find ways to iterate and 0:48:55.680 --> 0:48:59.760 build versus having to continually build net new yep. I agree, 0:48:59.800 --> 0:49:01.839 totally agree in the market that where and I think 0:49:01.840 --> 0:49:05.040 it is extremely difficult to be everything to everyone and 0:49:05.080 --> 0:49:08.080 so what is the thing that you own that you 0:49:08.120 --> 0:49:11.960 do better than anyone and then build partnerships within your 0:49:12.000 --> 0:49:15.520 ecosystem to allow you to iterate and scale and to 0:49:15.640 --> 0:49:19.279 do that we need Kristin Mitchell to help us clear 0:49:19.280 --> 0:49:22.680 our heads, take a breath. Christen is such a clear 0:49:22.760 --> 0:49:28.160 thinker for me. You know what's really interesting is, and 0:49:28.200 --> 0:49:31.200 we talked about this. I have, we both have, let's 0:49:31.239 --> 0:49:34.719 just be honest, a hard time slowing down. But one 0:49:34.719 --> 0:49:37.920 of the things that I think, you know Christen said 0:49:38.400 --> 0:49:42.400 was this idea around slowing down actually allows you to 0:49:42.440 --> 0:49:46.520 speed up, and that was one of the probably most 0:49:46.560 --> 0:49:49.120 important things for me. And I can't speak for everyone, Laura, 0:49:49.160 --> 0:49:53.360 I can't speak for you Lord knows um, but but 0:49:54.280 --> 0:49:58.120 I today has been in highly anticipated day for me. 0:49:58.480 --> 0:50:01.399 I've been super anxious about it. It I think saying right, 0:50:01.640 --> 0:50:04.319 I know we've talked about it, and I think it's 0:50:04.360 --> 0:50:07.399 really important that we all do what we have to do. 0:50:07.800 --> 0:50:12.239 So with that one last collective breath with Kristin Mitchell, Okay, 0:50:12.360 --> 0:50:16.080 let's do it. Okay, everyone, close your eyes, fill your 0:50:16.160 --> 0:50:19.920 seat underneath you, fill the bottoms of your feet, Take 0:50:19.960 --> 0:50:22.719 a big inhal through your nose. The breath moves all 0:50:22.760 --> 0:50:27.839 the way down through your throat into your belly. By exhale. 0:50:30.760 --> 0:50:36.080 There you go, get out and vote. Laura hit it 0:50:36.120 --> 0:50:37.799 with the list of all of our friends and family 0:50:37.840 --> 0:50:39.600 at my heart who have been so good at us 0:50:39.880 --> 0:50:42.560 and helped us get back on air. Big thank you 0:50:42.600 --> 0:50:46.680 to Bob Conald, Carter, Andy, Eric gayle Vow, Michael jen 0:50:47.040 --> 0:50:49.560 We appreciate you. Thank you so much for this opportunity. 0:50:50.160 --> 0:50:51.160 We'll see you in two weeks.