WEBVTT - The Power of Connection with Jolie Hunt 0:00:09.400 --> 0:00:12.600 What's up on Laura Currency and I'm Alexa Kristen. The 0:00:12.640 --> 0:00:16.160 next few episodes, we're gonna be bringing founders and CEOs 0:00:16.200 --> 0:00:20.720 of independent agencies. Why because it's so important, especially since 0:00:20.720 --> 0:00:25.239 this last year, that founders and CEOs of independent agencies 0:00:25.720 --> 0:00:30.200 are found are found by the Atlantea community. These people 0:00:30.800 --> 0:00:35.720 have in some cases bootstrapped their businesses for years, have 0:00:35.920 --> 0:00:41.400 gone through amazing kind of links to do things like 0:00:41.560 --> 0:00:46.120 become a b corp, to create completely new experiences for 0:00:46.159 --> 0:00:51.200 emerging technologies that we all are experiencing, and to represent 0:00:51.680 --> 0:00:56.000 a whole new wave of celebrity. So the next few episodes, 0:00:56.320 --> 0:01:00.560 we're really going to be celebrating independent agency founders and 0:01:00.640 --> 0:01:04.800 our first person up Julie Hunt, CEO and founder of 0:01:04.880 --> 0:01:07.360 Hunt and Gather. But before we get into our interview 0:01:07.400 --> 0:01:10.360 with Jolie, we've been thinking about a lot of things 0:01:10.480 --> 0:01:12.600 and we just want to talk. You and I have 0:01:12.720 --> 0:01:16.560 been having a number of conversations about what are the 0:01:16.640 --> 0:01:21.800 bets that we'd make if we were sitting in the 0:01:21.800 --> 0:01:25.760 conference room together, regardless of the brief, but really exploring 0:01:25.800 --> 0:01:30.280 the formats and new opportunities that we're seeing in the market. 0:01:30.360 --> 0:01:33.279 And one of the things that has me really thinking, 0:01:33.319 --> 0:01:35.039 and I don't think anybody is prepared for what I'm 0:01:35.040 --> 0:01:39.120 about to say. Um, but that's direct mail. You know, 0:01:39.240 --> 0:01:44.600 this idea that we can use technology on analog formats 0:01:45.680 --> 0:01:50.720 to break open a conversation. We've got smart speaker adoption, 0:01:51.320 --> 0:01:55.320 uh increasing, you know, things streaming in the background, all 0:01:55.360 --> 0:02:00.160 of these mediums for a piece of content to light 0:02:00.240 --> 0:02:02.760 off of. And I am just waiting for somebody to 0:02:02.800 --> 0:02:05.920 take a catalog, take a postcard, and turn it into 0:02:05.960 --> 0:02:10.160 something more. It is so smart this idea and also 0:02:11.040 --> 0:02:19.119 rebooting this idea of attribution data personalization specificity. You want 0:02:19.120 --> 0:02:23.160 to blow the doors off brands, blow the doors off there. 0:02:23.240 --> 0:02:25.960 I think there's been brands that have done tremendous jobs 0:02:26.040 --> 0:02:30.160 of taking data and localizing the data to tell stories. 0:02:31.160 --> 0:02:33.440 But if you get it down to the ZIP plus 0:02:33.480 --> 0:02:35.959 four to my address, right, if I'm a customer who's 0:02:36.040 --> 0:02:38.239 raising my hand and actively ordering things, and I'm ordering 0:02:38.280 --> 0:02:40.600 things more than ever before, you know which, which kind 0:02:40.600 --> 0:02:42.520 of leads me to to my next thought is in 0:02:42.639 --> 0:02:44.959 home the new out of home. When you think about 0:02:45.000 --> 0:02:48.000 all of the things that are coming be at Amazon, 0:02:48.040 --> 0:02:52.040 packaging or otherwise, isn't it interesting to think about how 0:02:52.080 --> 0:02:56.119 to deconstruct the box, to reverse engineer commerce, to tell 0:02:56.120 --> 0:02:58.440 me a story, to pull me back in yes, or 0:02:58.720 --> 0:03:01.600 to talk to other people bull. I think the boxes 0:03:01.639 --> 0:03:03.880 that are showing up on our doorstep as as a 0:03:03.919 --> 0:03:07.160 result of having to do more from home, the new 0:03:07.200 --> 0:03:09.960 billboard your whole point about like in home is the 0:03:09.960 --> 0:03:12.280 new at at home. I think in home is probably 0:03:12.320 --> 0:03:15.959 the better at a home because you're literally physically holding 0:03:16.080 --> 0:03:20.400 something you either purchased you may be interested in in 0:03:20.440 --> 0:03:24.160 your hand. It's interesting to think about when a package 0:03:24.240 --> 0:03:27.880 arrives at my door, it is not the end of 0:03:27.919 --> 0:03:30.880 the journey. It is the beginning of the next step. 0:03:30.919 --> 0:03:34.640 That's exactly right. That's exactly right. Okay, what's next on 0:03:34.680 --> 0:03:37.640 your list? Well? In speaking of in home is the 0:03:37.640 --> 0:03:40.880 new out of home? In home has also led to 0:03:40.920 --> 0:03:44.320 many hours spent recently in the social audio space. So 0:03:44.400 --> 0:03:47.120 I know, um, you and I have been talking quite 0:03:47.120 --> 0:03:50.640 a bit about clubhouse. I was recently listening to Whitney 0:03:50.640 --> 0:03:53.280 Wolf heard when when she I p o drop in 0:03:53.400 --> 0:03:56.320 and talk about what that experience was like in what 0:03:56.400 --> 0:03:59.920 would normally have required me to pack a bag by 0:04:00.040 --> 0:04:04.120 a ticket, plane ticket, conference ticket and no opportunity to 0:04:04.200 --> 0:04:07.760 actually join the conversation. That's exactly right. And I think, 0:04:08.040 --> 0:04:10.200 you know, we talked about this early in the pandemic. 0:04:10.440 --> 0:04:14.520 People are accessible right now in general, by the way, 0:04:14.760 --> 0:04:18.000 they are quite literally mostly at home. And so I 0:04:18.000 --> 0:04:20.960 think that the thing is now, this technology is allowing 0:04:21.040 --> 0:04:24.200 people to have this actually tangibly have a sense of 0:04:24.240 --> 0:04:27.679 that access to anyone. That's not going to go away 0:04:27.839 --> 0:04:31.560 when we get past COVID and being at home all 0:04:31.600 --> 0:04:34.479 the time. What I think though, is the one of 0:04:34.520 --> 0:04:42.240 the driving forces behind this is actually the creator economy. 0:04:42.440 --> 0:04:45.200 I mean, look at sub stack. Well, I was just 0:04:45.200 --> 0:04:48.719 gonna say, these platforms are becoming the new discovery engine. 0:04:48.760 --> 0:04:51.400 It's the new discovery engines for expertise, for i P 0:04:52.040 --> 0:04:55.240 for talent, thought leadership, thought leadership, etcetera. But it's exciting 0:04:55.240 --> 0:05:00.080 about social audio is that somebody's are sitting shoulder and 0:05:00.120 --> 0:05:02.680 shoulder with nobody's well. And the thing I think is 0:05:02.720 --> 0:05:05.360 interesting too write if you you start to look at 0:05:06.040 --> 0:05:09.039 time spent just because we have attention and just because 0:05:09.160 --> 0:05:14.400 consumers are spending time with our message, with our story, 0:05:14.839 --> 0:05:18.880 with our product, is a time well spent. That's right. 0:05:19.000 --> 0:05:20.719 Thing I think that's interesting a by the social audio 0:05:20.800 --> 0:05:25.080 environment is will there be indicators that tell us that 0:05:25.120 --> 0:05:28.960 it is time well spent and and starting to kind 0:05:29.000 --> 0:05:33.000 of pull apart these new insights that are like, this 0:05:33.040 --> 0:05:35.120 is what people really want to talk about. And I 0:05:35.120 --> 0:05:37.880 think we've talked about the idea of like being an anthropologist, right, 0:05:37.960 --> 0:05:41.200 Like you can go into these platforms and pull out 0:05:41.240 --> 0:05:44.520 insights in real time that can be informing what you 0:05:44.560 --> 0:05:48.120 do and how you show up as a brandom. I'm 0:05:48.160 --> 0:05:52.400 seeing in the Twitter feed is collaboration over competition, right 0:05:52.440 --> 0:05:55.440 A same we've we've been talking about for years. By 0:05:55.480 --> 0:05:58.800 the way, happy for your anniversary at Landia. Happy, I 0:05:58.800 --> 0:06:02.000 thought that was to me and to Atlantia to you 0:06:02.080 --> 0:06:05.960 to my cost, Yeah, thank you, Happy anniversary anyway. So 0:06:06.160 --> 0:06:09.920 I think what's really interesting is the thread that I'm 0:06:09.960 --> 0:06:13.680 seeing under social audio. There is a ton of money 0:06:13.680 --> 0:06:16.679 out there to be made tons at the same time, 0:06:17.000 --> 0:06:19.680 tons of people are out of job. At the same time, 0:06:20.120 --> 0:06:23.520 tons of people are starting to find what they love 0:06:23.640 --> 0:06:25.960 and are good at and how to monetize it. So 0:06:26.000 --> 0:06:30.000 there's really interesting kind of tension and all of this 0:06:30.240 --> 0:06:33.880 access is going to be a grand accelerator. That's exciting, 0:06:34.240 --> 0:06:37.480 you know, and talking about access. With access, there's influence 0:06:37.720 --> 0:06:42.920 and our guest today has been a curator and convener 0:06:42.960 --> 0:06:46.440 of influence um for quite some time in our industry, 0:06:46.480 --> 0:06:49.039 and it is probably one of the best at it. 0:06:49.320 --> 0:06:51.400 The thing that I think that is so interesting about 0:06:51.480 --> 0:06:54.839 Jolie and Jolie's business is that Jolie is not someone 0:06:54.920 --> 0:06:58.040 who is dealing with a bunch of reps for influencers. 0:06:58.080 --> 0:07:01.760 She actually has the relationship ship with these people. So 0:07:01.880 --> 0:07:06.679 whether it's from DC to publishing, to the government, to celebrity, 0:07:06.720 --> 0:07:10.600 to chefs, to this to that, it's because she's actually 0:07:10.640 --> 0:07:16.040 created her own universe, her own universe of relationships, and 0:07:16.080 --> 0:07:20.280 she's connecting those people to interesting other relationships, whether that's 0:07:20.320 --> 0:07:23.840 with brands or what that other celebrities or other people. 0:07:24.240 --> 0:07:27.520 More brands, more marketers need to think about the relationship 0:07:27.560 --> 0:07:30.440 not only with the consumer like this, but how what 0:07:30.720 --> 0:07:35.520 can you do to connect your buyer, your consumer, your 0:07:35.760 --> 0:07:41.560 customer with other relationships that are meaningful. The industry is 0:07:41.560 --> 0:07:44.800 talking about n f t s non fungible tokens all 0:07:44.840 --> 0:07:47.920 over the place. The industry is talking about new i 0:07:48.080 --> 0:07:52.440 P accelerated by technology. We should be talking about new 0:07:52.520 --> 0:07:59.000 I P created by relationships and how important it is 0:07:59.080 --> 0:08:02.320 at this point and to Laura's point around direct mail, 0:08:02.760 --> 0:08:05.920 we the industry has an opportunity now to take a 0:08:06.040 --> 0:08:09.280 very broad channel and make it a personal experience, and 0:08:09.400 --> 0:08:15.960 that includes access and relationships. Before we go into our 0:08:16.000 --> 0:08:17.960 conversation with Jolie, we are going to check in with 0:08:18.000 --> 0:08:20.560 our partners at yield MO for the fourth of our 0:08:20.680 --> 0:08:25.200 four part discussion around making attention actionable. We are here 0:08:25.240 --> 0:08:28.280 with Lisa Bradner, GM of Analytics and Teddy jot D, 0:08:28.680 --> 0:08:32.360 head of Product. So, Lisa, we as an industry have 0:08:32.559 --> 0:08:35.680 the opportunity to think about not just having people's attention, 0:08:35.920 --> 0:08:40.640 but really thinking about retention and comprehension and understanding the 0:08:40.679 --> 0:08:44.440 incremental long term impact of the work that we do. 0:08:44.840 --> 0:08:47.520 Any thoughts on that, I would go back to why 0:08:47.559 --> 0:08:50.760 I say you can't throw out reach and frequency. Frequency 0:08:50.760 --> 0:08:53.840 still matters. The problem is as we've built everything in 0:08:53.840 --> 0:08:56.760 our industry on averages. I mean I was in an 0:08:56.840 --> 0:08:58.559 agency we say, oh, yeah, the average we could say 0:08:58.600 --> 0:08:59.920 a seven. I mean that was just like kind of 0:09:00.000 --> 0:09:01.880 pulled out a thin air, and then we apply it 0:09:01.920 --> 0:09:06.280 to absolutely every brand, every campaign, every everything. Even though 0:09:06.320 --> 0:09:08.720 that's a sixty second spot. That's a thirty second spot 0:09:08.800 --> 0:09:11.400 that was an ad on social media. I mean, you know, 0:09:11.559 --> 0:09:16.480 we've we've kind of, in my opinion, been lazy and 0:09:16.640 --> 0:09:21.800 applied averages as opposed to individuating. And again, this is 0:09:21.840 --> 0:09:24.640 where if you can process the data in real time, 0:09:25.400 --> 0:09:28.520 I can start to see that. You know what Laura's 0:09:28.800 --> 0:09:34.280 frequency for mac and cheese is three. She stops paying 0:09:34.280 --> 0:09:37.800 attention after that, right, So don't serve her four or five, 0:09:37.880 --> 0:09:42.560 six and seven because she's not paying any attention anymore. Um. Teddy, 0:09:42.679 --> 0:09:45.120 he's more like five because he's distracted and he's doing 0:09:45.160 --> 0:09:47.240 a lot of other things. So we'll cut Teddy off 0:09:47.280 --> 0:09:51.199 at five. Right. Um? These are you know, are are 0:09:51.200 --> 0:09:53.600 they perfect? No? I still go back to brand lifts 0:09:53.640 --> 0:09:57.040 studies and brand affinity studies. We can do those in 0:09:57.120 --> 0:09:59.640 our marketplace in real time. You don't have to wait 0:09:59.720 --> 0:10:01.959 six months and spend a hundred thousand dollars to get 0:10:02.000 --> 0:10:06.440 that study. Um. And I'd love to see people embrace 0:10:06.640 --> 0:10:09.360 more of that real time learning, right. I think more 0:10:09.440 --> 0:10:14.360 brands actually have to create hypotheses and then execute on 0:10:14.400 --> 0:10:17.920 those hypotheses, and they have to be well formed. You know, 0:10:18.040 --> 0:10:22.160 that's where data and gut come together, put it in 0:10:22.160 --> 0:10:26.080 a hypothesis and run these tests and then start to 0:10:26.160 --> 0:10:29.480 actually get back some response. Well, this is what I 0:10:29.480 --> 0:10:31.520 think big brands can start to learn from the direct 0:10:31.520 --> 0:10:34.760 to consumer companies, right, which is you know, very often 0:10:35.480 --> 0:10:37.679 three people in a basement and a shoestring budget doing 0:10:37.760 --> 0:10:40.320 exactly that. You've got a product, we've got an idea, 0:10:40.520 --> 0:10:43.640 we've got a hypothesis about who it's for. Let's put 0:10:43.640 --> 0:10:45.600 it out and see what that does and see what 0:10:45.640 --> 0:10:51.319 it moves. Um, if taking more of those small risks, 0:10:51.520 --> 0:10:55.720 right we used to talk about right sellars are tried 0:10:55.760 --> 0:10:58.959 and true. Are you know some tests that you want 0:10:58.960 --> 0:11:02.040 to scale and ten per cent is? I don't know? Um, 0:11:02.080 --> 0:11:06.000 I would argue post COVID, it's probably you need to 0:11:06.040 --> 0:11:09.360 take that ten to twenty five because the old ways 0:11:09.440 --> 0:11:14.400 of working aren't gonna work. So take your budget and 0:11:14.400 --> 0:11:18.520 put it behind those hypotheses. You still got seventy left 0:11:18.760 --> 0:11:23.560 this idea that the the ecosystem of advertising, right, the 0:11:23.600 --> 0:11:27.679 pipes that you were talking about have been so fragmented. 0:11:28.400 --> 0:11:31.440 How do we bring it together? And I and I 0:11:31.480 --> 0:11:34.440 think when you talk about the other sevent what we 0:11:34.520 --> 0:11:38.720 do is we even frag meant this budget. Laura actually 0:11:38.720 --> 0:11:42.559 has a great quote that I love. Someone asked um, 0:11:42.679 --> 0:11:44.640 how much of my budget should go to innovation? She 0:11:44.760 --> 0:11:48.840 was like, all of it, because if you're not innovating 0:11:48.880 --> 0:11:51.080 and everything you do, I don't know why you're spending 0:11:51.120 --> 0:11:53.800 money instead of putting in a bucket called TV. Say 0:11:53.800 --> 0:11:56.400 what am I going to do differently in TV than 0:11:56.440 --> 0:11:59.880 I did last year? That's exactly right, absolutely, because that's 0:12:00.000 --> 0:12:05.800 when your reach and frequency, right, are actually turning into impact, right. 0:12:05.880 --> 0:12:08.640 And so how do advertisers start to think about actually 0:12:08.800 --> 0:12:13.640 smoothing smoothing these kind of fragmented and disparate you know, 0:12:13.760 --> 0:12:17.040 activity and bubbles. How are you guys helping to kind 0:12:17.080 --> 0:12:21.439 of create these smoother ecosystems. Some of the best advertisers 0:12:21.440 --> 0:12:23.480 I've seen out there, some of the best marketers I've seen, 0:12:23.520 --> 0:12:26.240 they approach advertising, you know, in a way that is 0:12:26.280 --> 0:12:30.160 about experimentation and tests. It's not just about trying to 0:12:30.200 --> 0:12:33.240 get incremental sales. They're they're really trying to learn more 0:12:33.280 --> 0:12:36.720 about their customers, and they're trying are always experimenting with 0:12:36.920 --> 0:12:41.360 these strategies and and and in doing this they get 0:12:41.360 --> 0:12:44.240 a better return, They generate more sales. But that's like, 0:12:44.840 --> 0:12:47.360 if you look at advertising as a way to innovate 0:12:47.360 --> 0:12:49.640 and invest and then learn more about your customers, you 0:12:49.679 --> 0:12:52.280 tend to be a better marketer and you tend to 0:12:52.400 --> 0:12:56.120 get more out of your advertising. I completely agree with that, 0:12:56.320 --> 0:12:59.120 and I think that we need to both of your points, 0:12:59.160 --> 0:13:02.400 Lisa and Teddy. I think that as marketers we have 0:13:02.440 --> 0:13:09.360 an opportunity to not think about advertising as a finite process. 0:13:09.960 --> 0:13:14.040 Lisa Bradner, Teddy Jwadi from yield Mo, thank you for 0:13:14.120 --> 0:13:17.200 being our partners. Thank you for coming on at Landia. 0:13:17.720 --> 0:13:25.440 Thank you for having us. Welcome back at Landia. Our 0:13:25.480 --> 0:13:28.520 guest this show. Laura and I quite literally met on 0:13:28.600 --> 0:13:32.760 top of a mountain in during CES or in a canyon. 0:13:32.880 --> 0:13:35.800 It was a canyon, Okay, to be clear, you're right, Okay, sorry, 0:13:35.800 --> 0:13:41.040 girls with details in a canyon on a plateau, private 0:13:41.080 --> 0:13:46.160 dinner with guitarist Lunch. Okay, sorry, okay, let's launch on 0:13:46.200 --> 0:13:49.440 a plateau grand canyon during CES. I'll get the year right. 0:13:50.960 --> 0:13:54.160 Julie Hunt, Welcome to the show. Jolie is the founder 0:13:54.200 --> 0:13:59.800 and CEO of Hunt and Gather. Jolie, Ladies, we've been 0:14:00.040 --> 0:14:02.160 about getting you on this show since I think we 0:14:02.240 --> 0:14:06.040 like first fell in love on that plateau. I think 0:14:06.120 --> 0:14:09.240 it's true, um although I think you just stopped calling 0:14:09.280 --> 0:14:12.400 it a plateau. As a PR person and as brand people, 0:14:13.160 --> 0:14:16.400 it's the actual Grand Canyon. We just I'm not trying 0:14:16.440 --> 0:14:19.440 to brand it. I'm not trying to brand it. I 0:14:19.480 --> 0:14:23.360 just want people to understand like we were in helicopters 0:14:24.320 --> 0:14:26.880 and we didn't like go to the ridge. We were 0:14:27.080 --> 0:14:32.920 in the so we met in Hunt Gather is a 0:14:32.960 --> 0:14:38.120 marketing communications agency. But I think what's so special about 0:14:38.200 --> 0:14:42.400 hung Gather is you are the influencer to the influencers 0:14:42.400 --> 0:14:46.080 that influence. That is the truth, right. Alexa and I 0:14:46.120 --> 0:14:48.440 were talking a little bit getting ready for this interview, 0:14:48.480 --> 0:14:53.200 saying like, when you get an invite from Julie, you're 0:14:53.200 --> 0:14:55.480 more focused on the fact that you got an invite 0:14:55.520 --> 0:14:58.880 from Julie than what the invite is too. And I 0:14:58.880 --> 0:15:02.600 think that just really speaks to the level of taste 0:15:02.600 --> 0:15:06.120 maker that you are in our industry, putting together and 0:15:06.160 --> 0:15:12.000 convening um thought leaders, influencers, experts to create these unforgettable 0:15:12.360 --> 0:15:16.000 not just experiences, but conversations and connections. Where did you start. 0:15:16.200 --> 0:15:18.400 Let's talk about that, Like before we get into the 0:15:18.440 --> 0:15:21.800 how like, where did you start? Start at the beginning, 0:15:21.960 --> 0:15:24.360 Start at the beginning. Well, look, I mean, I think 0:15:24.400 --> 0:15:28.040 the simplest answer is that both of my parents could 0:15:28.080 --> 0:15:31.000 talk to anyone, and they were both in sales jobs, 0:15:31.200 --> 0:15:34.160 and there was always a vibe, there was always energy. 0:15:34.240 --> 0:15:36.400 It was like, let's go do the thing, whether the 0:15:36.480 --> 0:15:40.560 thing was, you know, motorcycle riding or catching crayfish or 0:15:40.640 --> 0:15:43.440 my mom taking me to you know, haggle for a 0:15:43.560 --> 0:15:47.480 very very tiny gemstone on street in the city. And 0:15:47.520 --> 0:15:50.200 so I don't know. I think I think the simple 0:15:50.280 --> 0:15:54.760 answer is other people give me energy. Right. I want 0:15:54.800 --> 0:15:58.520 to be around people and it doesn't even really matter 0:15:58.560 --> 0:16:03.280 what kind of ball as long as they are kind, 0:16:03.960 --> 0:16:08.440 engaging and kind of down for whatever. Right. I think 0:16:08.840 --> 0:16:10.760 we're living through a moment. I'm sure we'll come to it. 0:16:10.800 --> 0:16:15.960 But there's so much conjecture about who you are in 0:16:16.040 --> 0:16:19.360 this digital sphere. And I've always been a little bit 0:16:19.360 --> 0:16:23.360 more analog in my taste, and and I like people 0:16:23.400 --> 0:16:27.040 in real life, right. And my my little adage is, 0:16:27.200 --> 0:16:29.200 you know, know if you're an energy giver or an 0:16:29.280 --> 0:16:32.280 energy taker. And if you're not sure of the answer, 0:16:32.480 --> 0:16:34.920 I'll tell you. How do you know, how do you know? 0:16:35.440 --> 0:16:37.400 You know? Right? You know if you if you walk 0:16:37.440 --> 0:16:39.200 into a room or you call someone and you're like, 0:16:39.280 --> 0:16:41.760 you know, your posture is a little bit taller, like 0:16:42.000 --> 0:16:45.760 you smile, you're not like like I don't want to 0:16:45.800 --> 0:16:49.920 talk to this person. And so I do think that, um, 0:16:50.040 --> 0:16:53.600 you got to pay attention to that. And so my, um, 0:16:53.640 --> 0:16:56.800 the accolades you've kindly bestowed upon me, I don't I 0:16:56.800 --> 0:17:00.200 don't know that there that they were as purpose full 0:17:00.240 --> 0:17:02.120 as you may think. It was like I just I 0:17:02.160 --> 0:17:04.679 liked who I liked, right, And it could be a chef, 0:17:04.720 --> 0:17:06.639 it could be a model, it could be a marketer. 0:17:06.760 --> 0:17:10.960 It really didn't matter to me. Um what people did. 0:17:11.119 --> 0:17:13.360 It was like, well why do you do that? Right? 0:17:13.680 --> 0:17:16.399 And so I think sometimes you know, some of my 0:17:16.440 --> 0:17:20.879 closest friends are people that I invited to something because 0:17:20.920 --> 0:17:24.320 I just thought they would be amazing. Um. And so 0:17:24.840 --> 0:17:27.080 I don't know, it's it's been a gas. How did 0:17:27.119 --> 0:17:32.359 that translate into a business, well but professional before we 0:17:32.400 --> 0:17:35.040 get to hunt and gather? How did it translate into 0:17:35.359 --> 0:17:38.040 your life as a I mean you were a chief 0:17:38.160 --> 0:17:42.840 marketing officer and communications How did that all translate? Look, 0:17:42.880 --> 0:17:46.480 my big break was when I started running communications for 0:17:46.520 --> 0:17:49.760 the ft right. So if I look at people in 0:17:49.840 --> 0:17:52.480 my life that are now I'm like, how did they 0:17:52.560 --> 0:17:55.360 let me do that? And you know, I traveled all 0:17:55.359 --> 0:17:58.760 over the world with the editor Lionel Barber, who remains 0:17:58.880 --> 0:18:01.280 a dear friend to this a I'm actually helping him 0:18:01.320 --> 0:18:04.040 launch his book, so you know, people come back. And 0:18:04.240 --> 0:18:07.600 I just had this amazing uh front row seat to 0:18:08.880 --> 0:18:12.639 um Global news and politics and so. And I really 0:18:12.680 --> 0:18:15.160 had a champion. I think that's the big secret here. 0:18:15.200 --> 0:18:17.680 And as somebody at a very tender age who said 0:18:17.800 --> 0:18:20.240 you do what you do, I would go in and 0:18:20.760 --> 0:18:22.880 you know, to the head of the Asia Society and 0:18:22.960 --> 0:18:25.199 they were, you know, fifty years older than I was, 0:18:25.240 --> 0:18:28.440 and I just did not want to see me, and uh, 0:18:28.520 --> 0:18:30.840 you know, and I was always very polite, and I said, um, 0:18:30.880 --> 0:18:33.400 you can dismiss me as much as you want. I'm 0:18:33.440 --> 0:18:35.280 the one who's going to get the thing done that 0:18:35.320 --> 0:18:37.920 we're trying to do. And I guarantee you you're gonna 0:18:37.960 --> 0:18:39.800 want to hug me by the end of this meeting. 0:18:39.960 --> 0:18:42.359 When I think, growing up in a newsroom, you just 0:18:42.400 --> 0:18:45.480 get a nose for hey, that that is the kernel 0:18:45.800 --> 0:18:48.320 in that whole story that is interesting, and I feel 0:18:48.359 --> 0:18:51.720 like that has has had some transference in my life 0:18:51.760 --> 0:18:54.840 for events or people or brands or partnerships were like 0:18:54.840 --> 0:18:58.200 who woa woa waa, Like hold on that that thing 0:18:58.280 --> 0:19:01.720 in line six that you has rolled over, that's actually 0:19:02.280 --> 0:19:05.720 the money shot, right and so um from the FT, 0:19:05.840 --> 0:19:09.680 I went to Reuters and so Reuter's and Thomson Reuters 0:19:09.760 --> 0:19:12.720 became really the grown up version of the f T 0:19:12.880 --> 0:19:14.760 job that I had, Right, I ran Global PR and 0:19:14.800 --> 0:19:16.760 then I took on Brand. I moved to London for 0:19:16.800 --> 0:19:19.800 a couple of years, and and that was the job. 0:19:19.840 --> 0:19:21.760 I got that job at thirty, and that was the 0:19:21.840 --> 0:19:25.280 job that really gave me a platform to bring people along, right, 0:19:25.560 --> 0:19:28.320 And and I just never had an issue playing nice 0:19:28.359 --> 0:19:30.600 with others. It was like, hey, there's there's enough, but 0:19:30.640 --> 0:19:33.800 I just want to do the work. And I feel 0:19:33.840 --> 0:19:36.399 like it was like the golden era of work being 0:19:37.640 --> 0:19:40.879 about the results you can produce in about the politics. 0:19:41.160 --> 0:19:44.679 And I was recruited to a O L. You know, 0:19:44.720 --> 0:19:46.240 it was the first time I was a CMO at 0:19:46.240 --> 0:19:50.000 a publicly traded company, and from like week three, it 0:19:50.080 --> 0:19:52.959 was really not a fit. And look, it took me. 0:19:53.480 --> 0:19:55.240 It took me the better part of a year to 0:19:55.280 --> 0:19:59.120 get over that experience, and like, had I not had 0:19:59.240 --> 0:20:03.080 such a support of husband and like home life to 0:20:03.240 --> 0:20:06.720 kind of weather that moment um, and like a beautiful 0:20:06.720 --> 0:20:09.040 thing happened. I know, you just had Malcolm on um 0:20:09.160 --> 0:20:11.680 a few months ago, but I got I got a 0:20:11.720 --> 0:20:14.480 call from Jacob Weisberg, who was running Slate, and I 0:20:14.520 --> 0:20:18.439 got a call from Tina Brown, who was running The 0:20:18.520 --> 0:20:21.199 Daily Beast, and and they said a version of the 0:20:21.200 --> 0:20:23.480 same thing. Tina said, I love your fabulous I don't 0:20:23.480 --> 0:20:25.560 know what the funk is going on over there, but 0:20:25.560 --> 0:20:27.400 but I need you to come with me to Davos 0:20:27.440 --> 0:20:30.840 and plan a dinner for Melinda Gates. Pack your bags. 0:20:31.040 --> 0:20:34.880 And I was like, all right, um, great, I'm free. 0:20:35.080 --> 0:20:38.600 And Jacob said, hey, we're doing this thing with Ge 0:20:38.640 --> 0:20:42.199 and we're doing this road show around Middle America and 0:20:42.240 --> 0:20:45.560 we need someone to like wrangle the mayor's and some 0:20:45.720 --> 0:20:48.440 press and like a whole bunch of town halls. I 0:20:48.520 --> 0:20:50.480 was like, oh, you know, you need a cruise director, 0:20:50.480 --> 0:20:53.200 like perfect I can be your cruise director. And so 0:20:53.280 --> 0:20:57.480 this this beautiful thing started happening where friends, mostly friends 0:20:57.520 --> 0:21:01.560 from media, started calling and saying, hey, I've always wanted 0:21:01.600 --> 0:21:05.080 to work with you. I could never really afford you 0:21:05.160 --> 0:21:08.760 as a you know, full time all singing, all dancing, 0:21:08.920 --> 0:21:12.040 So could we do this project? So, by the way, 0:21:12.160 --> 0:21:15.520 full circle moment, I worked on the road show for Growth. 0:21:16.680 --> 0:21:22.439 It's heard here that's amazing. So that just as I 0:21:22.480 --> 0:21:25.359 was listening to you talk about it, I'm like, how 0:21:25.400 --> 0:21:27.760 has it taken until this point to realize we were 0:21:27.800 --> 0:21:32.640 always destined to be on the road show to something together? Jolie. 0:21:32.800 --> 0:21:34.320 But I want to go back to something you said, 0:21:34.400 --> 0:21:36.320 right You said you just know how to get in 0:21:36.400 --> 0:21:39.320 an execute. And Alex and I talk a lot about 0:21:39.359 --> 0:21:42.199 the conceptual side of the business, and there are so 0:21:42.240 --> 0:21:45.280 many great ideas that exist in the world. But being 0:21:45.320 --> 0:21:50.320 able to to land the plane, that's magic. And we've 0:21:50.320 --> 0:21:53.399 just seen you consistently do that in all sorts of 0:21:53.440 --> 0:21:57.000 capacities and clearly some of the the names and company 0:21:57.040 --> 0:21:58.800 you were just talking about. I have to imagine the 0:21:58.840 --> 0:22:02.760 pressure that comes of putting on some of those events, 0:22:02.800 --> 0:22:05.240 but yet it seems like it just comes so natural. 0:22:05.280 --> 0:22:08.760 So how do you know how to execute? What's the thing? Can? 0:22:09.200 --> 0:22:12.880 Is there a secret formula that maybe is not so secret? 0:22:13.359 --> 0:22:17.239 I mean, I am a bull um. I mean, I 0:22:17.400 --> 0:22:21.920 just do not take no for an answer like ever. 0:22:22.320 --> 0:22:25.399 And I don't mean that is am uh, I have 0:22:25.720 --> 0:22:31.960 rough elbows. I actually feel like I am quite um 0:22:32.080 --> 0:22:34.520 kind in the process, you know, Like I feel like 0:22:34.560 --> 0:22:37.639 I'm I'm not I'm not a win at all costs 0:22:37.720 --> 0:22:40.040 type of person, but I am a get it done 0:22:40.080 --> 0:22:43.160 at all costs type of person. And I think it's 0:22:43.200 --> 0:22:46.840 also and again it sounds cheesy, it's just like the 0:22:46.960 --> 0:22:50.080 output is so important to me. It always has been 0:22:50.200 --> 0:22:53.480 so like people that can write decks all day and 0:22:53.600 --> 0:22:58.520 think big thoughts and strategize that like with literally like 0:22:58.720 --> 0:23:01.560 it's like watching pain drive for me, I started a 0:23:01.560 --> 0:23:03.280 business so I would never have to write a deck again. 0:23:03.280 --> 0:23:07.040 Ps I failed, Um, But I think that, I mean, 0:23:07.440 --> 0:23:10.600 I will, I will taunt you like a house until 0:23:10.760 --> 0:23:13.480 I can get it done right. So I'm trying to 0:23:13.560 --> 0:23:18.600 hire right now. And I have asked no less than 0:23:18.720 --> 0:23:22.760 fifty people for recommendations, and I follow up with their recommendations. 0:23:22.840 --> 0:23:25.320 I find them on LinkedIn, I find their emails, I 0:23:25.359 --> 0:23:27.240 write to them. So I mean, I think it's a 0:23:27.680 --> 0:23:30.320 I think it's like a pride thing. But I also 0:23:30.960 --> 0:23:33.880 I'm like that in my real life anyway too. It's 0:23:33.960 --> 0:23:37.240 like I sometimes don't even realize it, but I'm just 0:23:37.840 --> 0:23:40.280