1 00:00:01,480 --> 00:00:05,680 Speaker 1: Imagine if you could predict with data which podcast guest 2 00:00:05,920 --> 00:00:10,760 Speaker 1: would blow up your audience before you even invited them. 3 00:00:11,360 --> 00:00:15,239 Speaker 1: Georgie Holt's team at Flight Story built that tool, and 4 00:00:15,280 --> 00:00:19,000 Speaker 1: it's changing the game for Diary of a CEO. In 5 00:00:19,040 --> 00:00:22,640 Speaker 1: this second part of my conversation with Georgie, she takes 6 00:00:22,720 --> 00:00:27,200 Speaker 1: us inside the twenty thousand dollars AI Agent challenge that 7 00:00:27,360 --> 00:00:32,400 Speaker 1: transformed how her company works, creating forty eight tools, saving 8 00:00:32,479 --> 00:00:35,960 Speaker 1: sixty two thousand hours and sparking a culture of cross 9 00:00:35,960 --> 00:00:41,160 Speaker 1: team breakthroughs. She reveals the Unicorn Hunter, the AI driven 10 00:00:41,280 --> 00:00:45,120 Speaker 1: guest radar that tracks cultural trends in real time to 11 00:00:45,200 --> 00:00:47,960 Speaker 1: identify the voice as everyone will be talking about next, 12 00:00:48,360 --> 00:00:51,320 Speaker 1: and she shares the behind the scenes system they use 13 00:00:51,680 --> 00:00:56,040 Speaker 1: to test sometimes six hour long interviews with thousands of 14 00:00:56,080 --> 00:01:00,200 Speaker 1: people before they're released on Diary of a CEO, which 15 00:01:00,280 --> 00:01:05,920 Speaker 1: kills the guest work and make sure that every episode lands. 16 00:01:06,319 --> 00:01:07,560 Speaker 2: And if you missed. 17 00:01:07,240 --> 00:01:10,960 Speaker 1: Part one of this interview, I'd recommend going back to 18 00:01:11,000 --> 00:01:15,480 Speaker 1: that first. It'll give this conversation even more depth and context. 19 00:01:23,720 --> 00:01:27,440 Speaker 1: Welcome to How I Work, a show about habits, rituals, 20 00:01:27,480 --> 00:01:28,880 Speaker 1: and strategies. 21 00:01:28,319 --> 00:01:32,160 Speaker 2: For optimizing your date. I'm your host, doctor Amantha Imber. 22 00:01:36,680 --> 00:01:37,520 Speaker 2: I want to talk. 23 00:01:37,360 --> 00:01:40,840 Speaker 1: About the people now and the challenge that you're co founder. 24 00:01:40,880 --> 00:01:43,480 Speaker 1: One of your co founders, Steven Bartlett set and I 25 00:01:43,480 --> 00:01:46,440 Speaker 1: think this happened maybe two or three months ago now, 26 00:01:46,480 --> 00:01:49,440 Speaker 1: which was an AI agent competition. 27 00:01:49,280 --> 00:01:51,240 Speaker 2: Across the entire organization. 28 00:01:52,200 --> 00:01:55,040 Speaker 1: I heard there was a twenty thousand dollars prize for 29 00:01:55,120 --> 00:01:59,200 Speaker 1: the winning team, and you basically asked every team and 30 00:01:59,240 --> 00:01:59,960 Speaker 1: I've got the words. 31 00:02:00,000 --> 00:02:01,280 Speaker 2: Can you tell me this is correct? 32 00:02:01,320 --> 00:02:06,040 Speaker 1: What could you automate redesign or reimagine if AI was 33 00:02:06,080 --> 00:02:10,200 Speaker 1: your co partner not your competitor. Tell me how that 34 00:02:10,280 --> 00:02:14,240 Speaker 1: competition played out? Like what, like what happened? 35 00:02:14,560 --> 00:02:18,840 Speaker 3: Okay, So Stephen is a genius. He had this idea. 36 00:02:19,120 --> 00:02:20,880 Speaker 3: I think it was classic US. It was sort of 37 00:02:20,919 --> 00:02:23,520 Speaker 3: a two am idea. And you know his sort of 38 00:02:23,520 --> 00:02:26,400 Speaker 3: first principle is when you express cognitive dissonance around anything, 39 00:02:26,400 --> 00:02:30,640 Speaker 3: when you sort of feel attention mentally around particularly a 40 00:02:30,639 --> 00:02:34,120 Speaker 3: new technology tool future state, it's a signal to not 41 00:02:34,240 --> 00:02:38,040 Speaker 3: lean out, is it's to lean in. And we've discussed 42 00:02:38,040 --> 00:02:40,960 Speaker 3: at length one of the biggest mistakes that are board 43 00:02:41,000 --> 00:02:42,640 Speaker 3: or a leadership team will be making is to not 44 00:02:42,680 --> 00:02:44,840 Speaker 3: talk about AI just sort of to think of it 45 00:02:44,919 --> 00:02:48,600 Speaker 3: as something that couldn't possibly compete, It couldn't possibly be 46 00:02:48,720 --> 00:02:51,120 Speaker 3: something that could be better than them for us, and 47 00:02:51,200 --> 00:02:53,000 Speaker 3: not to be talking about that as a company and 48 00:02:53,080 --> 00:02:56,519 Speaker 3: not to be looking at its potential and the opportunity 49 00:02:56,560 --> 00:02:59,200 Speaker 3: it creates us would be a huge mistake. And we 50 00:02:59,280 --> 00:03:02,360 Speaker 3: all completely agreed immediately, and he said, I want to 51 00:03:02,360 --> 00:03:03,760 Speaker 3: set a challenge for the company, and I want to 52 00:03:03,800 --> 00:03:06,480 Speaker 3: run a competition. It's a great way to bring teams together, 53 00:03:06,520 --> 00:03:09,440 Speaker 3: and our teams love to compete. We're extremely competitive people 54 00:03:09,520 --> 00:03:11,639 Speaker 3: in the best possible way. When we socialize and spend 55 00:03:11,680 --> 00:03:14,440 Speaker 3: time together, it's usually in some type of competitive environment. 56 00:03:14,800 --> 00:03:17,160 Speaker 3: And I think we went through a range of emotions 57 00:03:17,160 --> 00:03:20,360 Speaker 3: at the beginning. I think there was excitement. I think 58 00:03:20,400 --> 00:03:24,520 Speaker 3: that there was nervousness, a little bit of fear. I 59 00:03:24,560 --> 00:03:27,680 Speaker 3: think that's absolutely fair to say, because you might be 60 00:03:27,720 --> 00:03:30,440 Speaker 3: building something that quite frankly, could replace you. But we 61 00:03:30,480 --> 00:03:33,120 Speaker 3: all came to very quickly to the understanding is that 62 00:03:33,200 --> 00:03:35,760 Speaker 3: the best skill set in the world is actually someone 63 00:03:35,760 --> 00:03:38,200 Speaker 3: who knows how to direct the AI tools or the 64 00:03:38,240 --> 00:03:40,600 Speaker 3: tool itself. And you had to know what great looks 65 00:03:40,720 --> 00:03:43,280 Speaker 3: like in order to be able to qualify with whether 66 00:03:43,320 --> 00:03:46,240 Speaker 3: you're building something that is good. So I think we 67 00:03:46,280 --> 00:03:50,920 Speaker 3: went through a gamut of emotions and we got into 68 00:03:50,920 --> 00:03:55,160 Speaker 3: our teams, and then it got competitive, and then we 69 00:03:55,160 --> 00:03:57,280 Speaker 3: would also set hang on well the research, you know, 70 00:03:57,360 --> 00:03:59,720 Speaker 3: see the research team at nine pm at night working 71 00:03:59,760 --> 00:04:01,520 Speaker 3: on them at all, and then the social team will 72 00:04:01,560 --> 00:04:03,960 Speaker 3: be like, or we'll be in at seven am tomorrow 73 00:04:03,960 --> 00:04:08,480 Speaker 3: working on ours. And it was extremely energizing, a great 74 00:04:08,600 --> 00:04:13,200 Speaker 3: culture experience as well, because it was time bound. It 75 00:04:13,320 --> 00:04:16,880 Speaker 3: was clear we all knew within a few days that 76 00:04:16,880 --> 00:04:19,440 Speaker 3: we were building things that could radically change and improve 77 00:04:20,000 --> 00:04:22,839 Speaker 3: how we worked. And I think people could immediately see 78 00:04:22,839 --> 00:04:26,520 Speaker 3: the real world impact. And it didn't matter whether you'd 79 00:04:26,560 --> 00:04:30,680 Speaker 3: been working for twenty five years or two years. Everyone's 80 00:04:30,760 --> 00:04:34,600 Speaker 3: contributions had impact and meaning then everybody was able to 81 00:04:35,120 --> 00:04:37,960 Speaker 3: share and build collectively. And we're sort of working cross 82 00:04:37,960 --> 00:04:40,200 Speaker 3: functioning as well, which is really interesting, working with people 83 00:04:40,200 --> 00:04:43,800 Speaker 3: we hadn't worked with before. And people started to build 84 00:04:44,080 --> 00:04:46,800 Speaker 3: and they started to make breakthroughs. So the experience of 85 00:04:46,839 --> 00:04:49,720 Speaker 3: breaking through something I kind of took away. I was 86 00:04:49,760 --> 00:04:51,480 Speaker 3: like that it's actually experienced that we don't sort of 87 00:04:51,520 --> 00:04:55,479 Speaker 3: put in teams enough because it's rewarding and you actually 88 00:04:55,520 --> 00:04:58,560 Speaker 3: feel like you're making progress and sort of the reward 89 00:04:58,600 --> 00:05:03,320 Speaker 3: and progress making are so important in human psychology to 90 00:05:03,560 --> 00:05:06,280 Speaker 3: kind of feel that you're working with purpose and you're 91 00:05:06,320 --> 00:05:10,120 Speaker 3: pursuing something. You're pursuing something important and it suddenly became 92 00:05:10,160 --> 00:05:14,880 Speaker 3: a pursuit. And we hosted an amazing day on the 93 00:05:14,960 --> 00:05:17,560 Speaker 3: sort of the end of the competition, and we got 94 00:05:17,600 --> 00:05:20,920 Speaker 3: every team to present their ideas. We had independent judges 95 00:05:20,960 --> 00:05:24,160 Speaker 3: come in, We have the Chief Technology Officer WPP come 96 00:05:24,200 --> 00:05:27,839 Speaker 3: in and judge the work. We had our director of 97 00:05:27,839 --> 00:05:31,040 Speaker 3: Innovation and our lead data scientist and Stephen reviewing all 98 00:05:31,080 --> 00:05:35,120 Speaker 3: of the entries and they were judged on multiple scores, 99 00:05:35,279 --> 00:05:40,320 Speaker 3: not just obviously efficiency impact, but social impact, human impact. 100 00:05:40,520 --> 00:05:44,599 Speaker 3: It's a usability. Is this something that we would be 101 00:05:44,680 --> 00:05:47,120 Speaker 3: proud to say that we use that We wouldn't sort 102 00:05:47,120 --> 00:05:50,200 Speaker 3: of be hiding it that we use an efficiency tool, 103 00:05:50,200 --> 00:05:52,280 Speaker 3: but we're actually saying it's the human beings working on 104 00:05:52,400 --> 00:05:54,400 Speaker 3: something that we can see it would make an impact 105 00:05:54,480 --> 00:05:56,880 Speaker 3: on our purpose and long term goal. It was such 106 00:05:57,839 --> 00:06:03,520 Speaker 3: a powerful reminder that this industry of media still attracts 107 00:06:03,640 --> 00:06:07,160 Speaker 3: the most creative, the most curious, the most driven, and 108 00:06:07,200 --> 00:06:09,080 Speaker 3: the most passionate people in the world. Is just the 109 00:06:09,160 --> 00:06:12,040 Speaker 3: game has slightly changed and we need to play it 110 00:06:12,080 --> 00:06:14,000 Speaker 3: and play it better than anybody else. And it was 111 00:06:14,120 --> 00:06:17,279 Speaker 3: a wonderful experience, probably one of the greatest I've had 112 00:06:17,400 --> 00:06:19,719 Speaker 3: in a very long time, watching everyone present the tools. 113 00:06:20,520 --> 00:06:24,000 Speaker 3: And I think we made forty eight tools across all 114 00:06:24,000 --> 00:06:27,520 Speaker 3: the different departments. We say sixty two thousand hours, which 115 00:06:27,520 --> 00:06:29,960 Speaker 3: is that seven years of efficiencies found at about a 116 00:06:30,000 --> 00:06:33,000 Speaker 3: million dollars of cost impact which we can now reinvest 117 00:06:33,040 --> 00:06:33,719 Speaker 3: in other things. 118 00:06:33,880 --> 00:06:37,680 Speaker 1: I love what you said about just that experience of 119 00:06:37,760 --> 00:06:40,880 Speaker 1: teams making a breakthrough and making progress. It reminds me 120 00:06:41,640 --> 00:06:46,000 Speaker 1: of research from Professor Theresa and Marbala that shows that 121 00:06:46,480 --> 00:06:49,720 Speaker 1: the thing that leads to the biggest impact on engagement 122 00:06:49,760 --> 00:06:52,680 Speaker 1: and motivation at work is having that sense of progress. 123 00:06:53,040 --> 00:06:56,440 Speaker 1: And I love how you described you know, that process 124 00:06:56,480 --> 00:06:57,559 Speaker 1: that teams went through. 125 00:06:58,160 --> 00:07:00,760 Speaker 2: I have to ask what was the winning idea or was. 126 00:07:00,760 --> 00:07:04,240 Speaker 3: Research and guestbooking, So they had four ideas in total. 127 00:07:04,920 --> 00:07:08,000 Speaker 3: We have evidence to show that the impact of a 128 00:07:08,240 --> 00:07:13,280 Speaker 3: great guest can be transformational on so many different critical 129 00:07:13,320 --> 00:07:18,280 Speaker 3: factors in the company, and it can be as high 130 00:07:18,400 --> 00:07:22,440 Speaker 3: impact as the audience. Having a transformational experience or making 131 00:07:22,480 --> 00:07:26,360 Speaker 3: a huge life choice or changing the way they eat, live, think, 132 00:07:26,880 --> 00:07:30,520 Speaker 3: have opinions or ideas and particular topics. Start a business, 133 00:07:30,520 --> 00:07:32,880 Speaker 3: so we can have a profound impact on an audience, 134 00:07:33,160 --> 00:07:35,200 Speaker 3: but it can have a profound impact on the metrics 135 00:07:35,240 --> 00:07:37,840 Speaker 3: of what we measure at flight story in terms of 136 00:07:38,200 --> 00:07:40,720 Speaker 3: how it is growing. So that can be show growth, 137 00:07:40,840 --> 00:07:44,160 Speaker 3: it can be revenue growth, it can be subscriber growth, 138 00:07:44,200 --> 00:07:47,080 Speaker 3: it can be views ABD so we can see that 139 00:07:47,280 --> 00:07:52,520 Speaker 3: the guest is one of the greatest transformational decisions that 140 00:07:52,560 --> 00:07:56,240 Speaker 3: we can have, but it creates extremely high human effort, 141 00:07:57,280 --> 00:08:04,000 Speaker 3: so it is a lot of researching, sourcing, emailing, scheduling, 142 00:08:04,400 --> 00:08:06,680 Speaker 3: and then of course once that's put through researching, that 143 00:08:06,760 --> 00:08:08,280 Speaker 3: has to go in. So it's one of our most 144 00:08:08,600 --> 00:08:11,760 Speaker 3: high human effort but high payoff areas of the business. 145 00:08:12,000 --> 00:08:15,840 Speaker 3: So they've got four different tools that could improve the 146 00:08:15,840 --> 00:08:19,000 Speaker 3: efficiency of the process. So they've built a tool called 147 00:08:19,080 --> 00:08:23,000 Speaker 3: Unicorn Hunter, which is going into a tool that we've built, 148 00:08:23,040 --> 00:08:25,800 Speaker 3: which is guest Radar. So we've built we'd already previously 149 00:08:25,800 --> 00:08:28,800 Speaker 3: built a tool called guest Radar, which essentially now can 150 00:08:29,120 --> 00:08:33,560 Speaker 3: identify a moment at which a channel whether it's YouTube 151 00:08:33,640 --> 00:08:36,920 Speaker 3: or on social media, has somebody appear on that channel 152 00:08:36,960 --> 00:08:42,280 Speaker 3: and it overperforms versus it's sort of i'd say current state, 153 00:08:42,720 --> 00:08:44,960 Speaker 3: and it will point towards who that person is and 154 00:08:45,000 --> 00:08:47,360 Speaker 3: what they were talking about. So that tool has existed 155 00:08:47,360 --> 00:08:51,280 Speaker 3: and it is extremely effective and I think completely unique 156 00:08:51,280 --> 00:08:54,040 Speaker 3: and proprietary in the industry, and we can now look 157 00:08:54,080 --> 00:08:56,880 Speaker 3: at a guest and say, do they overindex on performance 158 00:08:56,880 --> 00:08:58,360 Speaker 3: when they appear on a show where they kind of 159 00:08:58,440 --> 00:09:01,800 Speaker 3: standard We had a great example Withdr Eric Weinstein who 160 00:09:01,880 --> 00:09:05,200 Speaker 3: went on The diver CEO, who had eleven x the 161 00:09:05,280 --> 00:09:07,600 Speaker 3: performance on any channel that he went on, So he 162 00:09:07,679 --> 00:09:11,360 Speaker 3: was performing eleven times and the standard performance of a channel. 163 00:09:11,400 --> 00:09:13,120 Speaker 3: So we booked him on the show and again had 164 00:09:13,120 --> 00:09:15,040 Speaker 3: exactly the same impact on the divers O. So we 165 00:09:15,120 --> 00:09:17,840 Speaker 3: kind of had this phrase of killing the guestwork. What 166 00:09:17,880 --> 00:09:21,600 Speaker 3: was happening is sort of finding those unicorns still required 167 00:09:21,679 --> 00:09:23,920 Speaker 3: human effort because you're kind of looking for cultural trends, 168 00:09:24,559 --> 00:09:29,320 Speaker 3: high impact moments in news and culture and society. So 169 00:09:29,600 --> 00:09:31,480 Speaker 3: they built a layer onto that tour that was now 170 00:09:31,520 --> 00:09:36,000 Speaker 3: monitoring culture and social trends to understand what topics were trending, 171 00:09:36,480 --> 00:09:38,800 Speaker 3: what was not just uniquely interesting to the world in 172 00:09:38,800 --> 00:09:41,480 Speaker 3: that moment in time, but who was uniquely interesting to 173 00:09:41,480 --> 00:09:43,720 Speaker 3: the world at that moment in time, and then being 174 00:09:43,760 --> 00:09:46,920 Speaker 3: able to action that decision immediately. So Steven's testing out 175 00:09:47,040 --> 00:09:49,240 Speaker 3: new debate formats on the back of this idea and 176 00:09:49,360 --> 00:09:52,680 Speaker 3: utilizing this idea to find voices you can immediately speak 177 00:09:52,760 --> 00:09:56,840 Speaker 3: on complex topics that human beings are curious about and 178 00:09:56,920 --> 00:09:59,480 Speaker 3: trying to solve and have opinions on. So we've had 179 00:09:59,480 --> 00:10:05,760 Speaker 3: debates world War three on feminism, on lost boys, you 180 00:10:05,800 --> 00:10:08,400 Speaker 3: know how young men are being completely a finding sort 181 00:10:08,440 --> 00:10:13,760 Speaker 3: of societal struggle incredibly difficult, and the debate format needs 182 00:10:13,800 --> 00:10:16,680 Speaker 3: people who can speak with immediacy and expertise on a topic. 183 00:10:16,840 --> 00:10:19,760 Speaker 3: And now that tool, the Unicorn Hunter, is built into 184 00:10:19,760 --> 00:10:22,240 Speaker 3: guest Radar to help them find it by monitoring culture 185 00:10:22,280 --> 00:10:24,960 Speaker 3: and social trends on the Internet and voices who are 186 00:10:24,960 --> 00:10:27,800 Speaker 3: speaking on that topic. So it allads an immediacy to 187 00:10:27,880 --> 00:10:30,400 Speaker 3: the guestbooking team that they can now sort of say, hey, 188 00:10:30,400 --> 00:10:33,600 Speaker 3: we've seen that you are extremely well first on this topic. 189 00:10:33,679 --> 00:10:35,480 Speaker 3: We can see you're talking about it right now. Can 190 00:10:35,520 --> 00:10:37,199 Speaker 3: you be in LA in two days time to talk 191 00:10:37,240 --> 00:10:40,439 Speaker 3: about it with Stephen? So the speed is extremely fast. 192 00:10:40,520 --> 00:10:45,320 Speaker 3: Now they built out research tools and briefs that can 193 00:10:45,360 --> 00:10:49,480 Speaker 3: deal with extremely complex research topics, which then have a 194 00:10:49,559 --> 00:10:52,360 Speaker 3: human lens going over the top. They were the ones 195 00:10:52,400 --> 00:10:54,440 Speaker 3: that really stuck out to us with the research and 196 00:10:54,480 --> 00:10:55,400 Speaker 3: the Unicorn Hunter. 197 00:10:55,840 --> 00:10:58,520 Speaker 1: So far, you've heard how flight Story turned an AI 198 00:10:58,640 --> 00:11:03,000 Speaker 1: challenge into million in impact. In the second half, Georgie 199 00:11:03,040 --> 00:11:06,440 Speaker 1: reveals the tool that lets them test a four to 200 00:11:06,559 --> 00:11:11,520 Speaker 1: six hour interview with thousands of people before it's released 201 00:11:11,880 --> 00:11:16,160 Speaker 1: and how that data changes everything. Plus she gives me 202 00:11:16,280 --> 00:11:19,840 Speaker 1: feedback live on air about what I should be doing 203 00:11:19,960 --> 00:11:26,680 Speaker 1: with this very podcast. If you're looking for more tips 204 00:11:26,720 --> 00:11:29,480 Speaker 1: to improve the way you work can live. I write 205 00:11:29,480 --> 00:11:32,960 Speaker 1: a short weekly newsletter that contains tactics I've discovered that 206 00:11:33,000 --> 00:11:35,640 Speaker 1: have helped me personally. You can sign up for that 207 00:11:35,800 --> 00:11:44,080 Speaker 1: at Amantha dot com. That's Amantha dot Com. I have 208 00:11:44,120 --> 00:11:47,720 Speaker 1: to ask, because I know that before you co founded 209 00:11:47,760 --> 00:11:50,480 Speaker 1: flight Story with Stephen, I think. 210 00:11:50,320 --> 00:11:52,600 Speaker 2: You and your business partner Christiana. 211 00:11:52,720 --> 00:11:56,239 Speaker 1: Yeah, Christiani listened to every episode of Diary of a CEO. 212 00:11:56,320 --> 00:11:57,840 Speaker 2: Am I right in saying that. 213 00:11:58,000 --> 00:12:02,040 Speaker 3: I will be completely honest, Christiana did. I would find 214 00:12:02,480 --> 00:12:06,800 Speaker 3: very high interest in the business and the entrepreneurial side 215 00:12:06,800 --> 00:12:09,319 Speaker 3: of his guest, and of course I could see an 216 00:12:09,320 --> 00:12:12,360 Speaker 3: episode was sort of important in the culture zeitgeist. I 217 00:12:12,360 --> 00:12:14,720 Speaker 3: would listen, but I would say I was listening at 218 00:12:14,840 --> 00:12:17,680 Speaker 3: least one episode a week. I would definitely be that 219 00:12:17,720 --> 00:12:19,040 Speaker 3: Christiana was listening to everyone. 220 00:12:19,120 --> 00:12:21,000 Speaker 1: I've got to ask, then, like, what would be your 221 00:12:21,040 --> 00:12:22,719 Speaker 1: top three if you had to. 222 00:12:22,760 --> 00:12:27,120 Speaker 3: Choose top three episodes? Dr rris wat I think she 223 00:12:27,960 --> 00:12:32,559 Speaker 3: is a generational voice, and I think she radically changed 224 00:12:32,600 --> 00:12:35,080 Speaker 3: how people thought about stress and the impact of stress 225 00:12:35,120 --> 00:12:37,600 Speaker 3: on their life and the things that they could do 226 00:12:37,760 --> 00:12:40,840 Speaker 3: to move them out of stressed states and into a 227 00:12:40,880 --> 00:12:44,560 Speaker 3: more balanced way of living. I absolutely loved Dr Christen 228 00:12:44,600 --> 00:12:49,520 Speaker 3: Holmes's episode on circadian rhythm and her focus and relentless 229 00:12:49,520 --> 00:12:53,640 Speaker 3: commitment to human beings being able to find the democratic 230 00:12:53,679 --> 00:12:57,280 Speaker 3: and easily accessible ways to improve their health and well being, 231 00:12:57,760 --> 00:13:01,760 Speaker 3: and her ability to try late again complex science and 232 00:13:02,280 --> 00:13:06,920 Speaker 3: understand deeply and intuitively how to translate that to audiences 233 00:13:07,240 --> 00:13:10,120 Speaker 3: to help them understand how to better live, to just, 234 00:13:10,160 --> 00:13:12,480 Speaker 3: for example, the moment you wake up, we should get 235 00:13:12,559 --> 00:13:14,839 Speaker 3: natural light into your eyes, and how important it is 236 00:13:14,920 --> 00:13:18,000 Speaker 3: to take and make those decisions every single day, and 237 00:13:18,040 --> 00:13:20,480 Speaker 3: the compounding impact that can have over time. We absolutely 238 00:13:20,480 --> 00:13:25,959 Speaker 3: loved her episode. I loved Divina mccaul's episode as well, 239 00:13:26,000 --> 00:13:30,000 Speaker 3: which was again her story through addiction. I don't think 240 00:13:30,040 --> 00:13:31,960 Speaker 3: we'd ever heard her talk like that before. It had 241 00:13:31,960 --> 00:13:34,280 Speaker 3: a profound impact on me. I was lucky enough to 242 00:13:34,320 --> 00:13:37,360 Speaker 3: be in the room with Missus Michelle Obama's podcast episode 243 00:13:37,400 --> 00:13:39,480 Speaker 3: as well, just to be in her presence and to 244 00:13:39,679 --> 00:13:43,720 Speaker 3: experience I think her greatness honestly, and to watch a 245 00:13:43,800 --> 00:13:46,400 Speaker 3: woman who has had the eyes of the world on 246 00:13:46,520 --> 00:13:50,679 Speaker 3: her twenty four to seven ever since Barak decided to 247 00:13:50,760 --> 00:13:55,600 Speaker 3: run for office, to still come back to humanity and 248 00:13:56,559 --> 00:13:59,760 Speaker 3: love and childhood experience and family, to kind of hold 249 00:13:59,760 --> 00:14:02,560 Speaker 3: those principle so close to her despite everything was one 250 00:14:02,600 --> 00:14:04,760 Speaker 3: of the greatest experiences of my life to kind of 251 00:14:04,840 --> 00:14:07,160 Speaker 3: watch that happen. I think a lot of people talk 252 00:14:07,160 --> 00:14:11,000 Speaker 3: about no Gowdat's episodes the AI Emergency, which was you know, 253 00:14:11,000 --> 00:14:12,760 Speaker 3: Stephen was one of the first people to sort of 254 00:14:12,760 --> 00:14:15,800 Speaker 3: bring that into the public consciousness. This is something we 255 00:14:15,800 --> 00:14:17,800 Speaker 3: should be paying attention to. And if we don't pay 256 00:14:17,840 --> 00:14:20,440 Speaker 3: attention to it, if we don't become good stuarts and 257 00:14:20,560 --> 00:14:24,560 Speaker 3: parents to AI, what will happen how will it now 258 00:14:25,080 --> 00:14:27,560 Speaker 3: move forward? And what that was well over two to 259 00:14:27,640 --> 00:14:29,720 Speaker 3: three years ago. I think so he was bringing it 260 00:14:29,800 --> 00:14:31,880 Speaker 3: into the attention of the world. I think sort of 261 00:14:31,920 --> 00:14:35,360 Speaker 3: Moo's first episode on Happiness. I think people mentioned a 262 00:14:35,400 --> 00:14:38,200 Speaker 3: lot because it again his personal story and how we 263 00:14:38,240 --> 00:14:40,680 Speaker 3: shared it with Stephen, and how that marriage knitted up 264 00:14:40,720 --> 00:14:43,680 Speaker 3: to his purpose. Again, I think had a profound impact 265 00:14:43,800 --> 00:14:47,600 Speaker 3: on people. And I think my dream guest, if he 266 00:14:47,680 --> 00:14:48,920 Speaker 3: ever had it on all the way, I don't know 267 00:14:48,920 --> 00:14:52,320 Speaker 3: whether he would ever happen. I would be Dolly Potton, I. 268 00:14:52,320 --> 00:14:56,680 Speaker 1: Know that about it, But I think we'd have to 269 00:14:56,720 --> 00:14:59,480 Speaker 1: find his interest point in that. 270 00:15:01,440 --> 00:15:04,800 Speaker 3: When we look at Yes to Burkett, it comes back 271 00:15:04,840 --> 00:15:07,400 Speaker 3: to it a very simple framework, which is, is the 272 00:15:07,440 --> 00:15:11,200 Speaker 3: audience interested in this topic or person? Can we prove 273 00:15:11,240 --> 00:15:14,280 Speaker 3: that through evidence and data? Is this person the best 274 00:15:14,280 --> 00:15:17,640 Speaker 3: person in the world to talk about their topic or 275 00:15:17,680 --> 00:15:20,480 Speaker 3: their life experience? And do we have evidence and data 276 00:15:20,520 --> 00:15:23,560 Speaker 3: to prove that? And as honestly, the host, are you, 277 00:15:23,600 --> 00:15:26,280 Speaker 3: Stephen or any of our new show hosts interested enough 278 00:15:26,280 --> 00:15:28,600 Speaker 3: in both that topic and that person to sit down 279 00:15:28,640 --> 00:15:33,200 Speaker 3: with them for six hours maybe even longer. He dedicates 280 00:15:33,640 --> 00:15:35,840 Speaker 3: you know, the highest portion of his time to recording 281 00:15:35,880 --> 00:15:38,480 Speaker 3: these episodes. It's not a thank you for coming in 282 00:15:38,480 --> 00:15:41,880 Speaker 3: for ninety minutes and we'll shake hands and appreciate the thoughts. 283 00:15:42,120 --> 00:15:44,880 Speaker 3: It's sometimes sort of six, seven, eight hours of conversation. 284 00:15:45,240 --> 00:15:47,600 Speaker 3: I do know one that went on for eight hours 285 00:15:47,600 --> 00:15:50,000 Speaker 3: in total, and then it's edited down into two to 286 00:15:50,000 --> 00:15:52,240 Speaker 3: two and a half hours of conversation. So there has 287 00:15:52,280 --> 00:15:55,400 Speaker 3: to be extreme interest from both those people in that seat. 288 00:15:55,560 --> 00:15:57,520 Speaker 3: I go back to the Mister Beast episode of being 289 00:15:57,520 --> 00:15:59,840 Speaker 3: One of the greatest examples of that is that I 290 00:15:59,840 --> 00:16:02,160 Speaker 3: think the story has been told already, but he canceled 291 00:16:02,200 --> 00:16:04,920 Speaker 3: the morning of the record because his flights have been canceled, 292 00:16:05,200 --> 00:16:07,240 Speaker 3: and he'd been a guest that the team has been 293 00:16:07,240 --> 00:16:09,480 Speaker 3: working on for years. You know, when these people arrive 294 00:16:09,800 --> 00:16:13,000 Speaker 3: in the seats of these shows, it's not one email exchange. 295 00:16:13,000 --> 00:16:15,720 Speaker 3: I think there's sometimes two to three years of work 296 00:16:15,760 --> 00:16:18,880 Speaker 3: that have gone in. I think with a doctor Andrew Huberman, 297 00:16:18,920 --> 00:16:21,880 Speaker 3: I think it was two years before we eventually were 298 00:16:21,920 --> 00:16:25,800 Speaker 3: able to schedule it and move towards having him in 299 00:16:25,880 --> 00:16:27,840 Speaker 3: the seat. So it's not sort of oh high, where 300 00:16:27,840 --> 00:16:29,360 Speaker 3: the divers, Yo, do you want to come on the show. 301 00:16:29,440 --> 00:16:32,600 Speaker 3: This team has compounded the impact over years. You know, 302 00:16:32,680 --> 00:16:34,960 Speaker 3: Stephen is a success he is now, and that show 303 00:16:35,000 --> 00:16:37,560 Speaker 3: is a success now because of the compounding dedication that 304 00:16:37,600 --> 00:16:39,960 Speaker 3: team has had, and many years ago they weren't the 305 00:16:39,960 --> 00:16:41,920 Speaker 3: biggest show in the world. They were on their way 306 00:16:41,960 --> 00:16:44,080 Speaker 3: to be it, but it wasn't that. It wasn't at 307 00:16:44,120 --> 00:16:47,880 Speaker 3: that point. So these episodes take years to come to life. 308 00:16:48,080 --> 00:16:50,520 Speaker 3: And mister BEA's canceled in the morning is playing a 309 00:16:50,560 --> 00:16:53,040 Speaker 3: big canceled and he was recording the finale of Beast 310 00:16:53,080 --> 00:16:55,920 Speaker 3: Games that afternoon. So for all intents and purposes, this 311 00:16:56,040 --> 00:16:59,080 Speaker 3: was an impossible task and the team just didn't believe it. 312 00:16:59,200 --> 00:17:01,800 Speaker 3: They just we don't believe that this is impossible, and 313 00:17:01,800 --> 00:17:03,880 Speaker 3: I believe that we can make this happen. And they 314 00:17:03,920 --> 00:17:06,320 Speaker 3: made the impossible possible, and they ended up recording with 315 00:17:06,359 --> 00:17:08,320 Speaker 3: mister Beast. I think at two am in the morning, 316 00:17:08,560 --> 00:17:10,720 Speaker 3: after you've recorded the finale to Beast Games, and I 317 00:17:10,760 --> 00:17:12,560 Speaker 3: think they went on till like five in the morning, 318 00:17:12,600 --> 00:17:17,359 Speaker 3: recorded all night. Jimmy is one of the most extraordinary humans. 319 00:17:17,359 --> 00:17:20,440 Speaker 3: I think he then took Stephen to seven eleven to 320 00:17:20,480 --> 00:17:22,880 Speaker 3: show him his chocolate because he was again as he's 321 00:17:22,880 --> 00:17:25,560 Speaker 3: obsessed with the one percents and that's the level of 322 00:17:25,640 --> 00:17:28,119 Speaker 3: commitment it takes. So I think those guests kind of 323 00:17:28,160 --> 00:17:30,040 Speaker 3: stand out for all different unique reasons. 324 00:17:30,320 --> 00:17:32,880 Speaker 2: Wow, that is quite the story. 325 00:17:33,400 --> 00:17:36,200 Speaker 1: I've also heard that there's a process called I think 326 00:17:36,200 --> 00:17:39,720 Speaker 1: it's called the pre watch where yes, you take that 327 00:17:39,880 --> 00:17:42,800 Speaker 1: six to eight hours of sound and you get that 328 00:17:42,920 --> 00:17:44,960 Speaker 1: into two to two and a half hours. Can you 329 00:17:45,040 --> 00:17:46,720 Speaker 1: tell me what that involves exactly? 330 00:17:46,960 --> 00:17:50,040 Speaker 3: Yes, It again goes back to one of our first principles, 331 00:17:50,040 --> 00:17:51,879 Speaker 3: which has killed the guest work. You don't need to 332 00:17:51,920 --> 00:17:56,040 Speaker 3: guess anymore, and we have so many tools and opportunities 333 00:17:56,080 --> 00:17:58,399 Speaker 3: to not have to do that. And one of the 334 00:17:58,840 --> 00:18:02,080 Speaker 3: even though YouTube and YouTube studio is one of the 335 00:18:02,119 --> 00:18:05,040 Speaker 3: greatest data sets you can get as a creator, and 336 00:18:05,080 --> 00:18:09,280 Speaker 3: it's incredibly important in terms of understanding audience behaviors and 337 00:18:09,400 --> 00:18:12,080 Speaker 3: understanding when people are watching, how long they're watching for, 338 00:18:12,160 --> 00:18:15,360 Speaker 3: when they stop watching, when they start watching again, when 339 00:18:15,359 --> 00:18:20,320 Speaker 3: they share things, when they comment, and buying things interesting. 340 00:18:20,800 --> 00:18:23,680 Speaker 3: It was still after you had done all the work, 341 00:18:23,800 --> 00:18:25,480 Speaker 3: So you'd have done all the work on the episodes 342 00:18:25,520 --> 00:18:27,960 Speaker 3: you've recorded with mister Beast at two in the morning, 343 00:18:28,000 --> 00:18:31,280 Speaker 3: you'd have moved maybe impossible, possible You've just spent two 344 00:18:31,359 --> 00:18:33,680 Speaker 3: years getting a guest into the diver Ceo chair or 345 00:18:33,680 --> 00:18:37,000 Speaker 3: any of our new show chairs, and you still don't know, 346 00:18:37,280 --> 00:18:40,120 Speaker 3: and you're still you've done everything, and then you publish 347 00:18:40,160 --> 00:18:42,880 Speaker 3: on YouTube and you hope that everything you've done is right. 348 00:18:43,040 --> 00:18:46,480 Speaker 3: Stephen was very frustrated by that, and also he obviously 349 00:18:46,600 --> 00:18:50,200 Speaker 3: presents on TV shows and there's no methodology and science 350 00:18:50,200 --> 00:18:53,800 Speaker 3: and TV there's you know, quite often you record months 351 00:18:53,840 --> 00:18:56,080 Speaker 3: and months previously, they then do all the editing, and 352 00:18:56,119 --> 00:18:58,600 Speaker 3: then six months later it goes onto the TV and 353 00:18:58,920 --> 00:19:01,760 Speaker 3: it knows them. It's like we did the ratings, and 354 00:19:02,320 --> 00:19:04,520 Speaker 3: how can that be? That is a six month gap 355 00:19:04,560 --> 00:19:07,199 Speaker 3: between what we're recording and what happened now. So he said, well, 356 00:19:07,240 --> 00:19:09,239 Speaker 3: what if we could build something that could give us 357 00:19:09,320 --> 00:19:13,040 Speaker 3: data and insight about what people enjoyed, what they found interesting, 358 00:19:13,359 --> 00:19:16,000 Speaker 3: Because wouldn't it be a shame if we put our 359 00:19:16,000 --> 00:19:18,720 Speaker 3: own human bias on what was interesting and what was 360 00:19:18,720 --> 00:19:22,000 Speaker 3: not interesting because of our own lived experience, Because you, 361 00:19:22,080 --> 00:19:24,239 Speaker 3: as a forty five year old woman and me, as 362 00:19:24,240 --> 00:19:27,680 Speaker 3: a thirty one year old man, had uniquely different interests 363 00:19:27,720 --> 00:19:30,359 Speaker 3: in that episode, and I edited it through my lens 364 00:19:30,400 --> 00:19:33,840 Speaker 3: and I completely ignored an entire section of that content 365 00:19:33,920 --> 00:19:37,320 Speaker 3: that would have been extremely interesting to an audience that 366 00:19:37,400 --> 00:19:40,359 Speaker 3: maybe I didn't understand or I didn't have the lens 367 00:19:40,359 --> 00:19:44,400 Speaker 3: of experience or empathy around, and we can't edit that way. 368 00:19:44,800 --> 00:19:46,800 Speaker 3: So he built a talk called pre Watch, which means 369 00:19:46,840 --> 00:19:50,680 Speaker 3: that we have anywhere between sort of five to seven 370 00:19:50,760 --> 00:19:55,160 Speaker 3: thousand people watching episodes of the Diarver CEO, particularly where 371 00:19:55,640 --> 00:19:57,560 Speaker 3: across a cohort of people, we maybe don't have a 372 00:19:57,680 --> 00:20:02,359 Speaker 3: unique experience of that person's expertise or area or field 373 00:20:02,400 --> 00:20:06,800 Speaker 3: of work or human interest story. And it's eye tracking software, 374 00:20:06,840 --> 00:20:09,360 Speaker 3: so it can look and understand. We can see when 375 00:20:09,359 --> 00:20:11,800 Speaker 3: people have looked away, so it can see where attention 376 00:20:12,000 --> 00:20:14,600 Speaker 3: may be dropping. And then people can interact with the 377 00:20:14,640 --> 00:20:18,560 Speaker 3: tool as well. They can comment, they can say that 378 00:20:18,600 --> 00:20:22,520 Speaker 3: something was interesting. You get this incredible interest cup, and 379 00:20:22,680 --> 00:20:24,840 Speaker 3: you'll see that there's high interest at the beginning, which 380 00:20:24,880 --> 00:20:27,119 Speaker 3: you would expect to see on YouTube do anyway. You know, 381 00:20:27,200 --> 00:20:30,280 Speaker 3: there is natural drop off over time, but you might 382 00:20:30,320 --> 00:20:33,000 Speaker 3: see something that happens in the middle of the episode 383 00:20:33,000 --> 00:20:34,960 Speaker 3: and at the end of the episode that has the 384 00:20:35,000 --> 00:20:38,000 Speaker 3: highest interest of all and you're like, well, we definitely 385 00:20:38,080 --> 00:20:39,520 Speaker 3: want to make sure that we talk about that in 386 00:20:39,560 --> 00:20:41,399 Speaker 3: the trailer, we definitely want to make sure that's in 387 00:20:41,440 --> 00:20:44,639 Speaker 3: the packaging of the episode. Perhaps a section that we 388 00:20:44,680 --> 00:20:46,960 Speaker 3: thought was very interesting hasn't had the payoff of the 389 00:20:47,000 --> 00:20:49,320 Speaker 3: audience that we wanted it to have, maybe in a 390 00:20:49,359 --> 00:20:51,960 Speaker 3: particular demographic, because we can understand the demographics of the 391 00:20:51,960 --> 00:20:54,359 Speaker 3: audiences that are watching. We thought it was going to 392 00:20:54,359 --> 00:20:56,440 Speaker 3: be very much good towards this audience, but it looks 393 00:20:56,520 --> 00:20:59,040 Speaker 3: like this audience over here is much more interested in 394 00:20:59,040 --> 00:21:02,240 Speaker 3: that section. So it helps us go into the editing 395 00:21:02,320 --> 00:21:05,959 Speaker 3: process with unbiased thinking. And it's not that we are 396 00:21:06,000 --> 00:21:08,600 Speaker 3: a biased team. Human beings have biased it's just your 397 00:21:08,600 --> 00:21:11,960 Speaker 3: own lived experience often comes to create your own unique 398 00:21:11,960 --> 00:21:14,159 Speaker 3: interest point in the world, and I don't think that 399 00:21:14,200 --> 00:21:17,840 Speaker 3: there has been or is yet a tool that does 400 00:21:17,880 --> 00:21:19,720 Speaker 3: it in real time in the same way that we 401 00:21:19,840 --> 00:21:21,760 Speaker 3: do it now. And it also means that we're playing 402 00:21:21,760 --> 00:21:23,760 Speaker 3: that tool into other areas of our business, like it's 403 00:21:23,800 --> 00:21:26,760 Speaker 3: used by the Brand Plantnerships team to a B test creative, 404 00:21:26,920 --> 00:21:28,840 Speaker 3: so we can now use it for Brand plantners who 405 00:21:28,880 --> 00:21:33,359 Speaker 3: are doing creative executions with Stephen and other hosts that 406 00:21:33,800 --> 00:21:35,679 Speaker 3: they can test which creative is going to be the 407 00:21:35,680 --> 00:21:39,119 Speaker 3: most effective, so it actually gets confidence in ROI and decisioning, 408 00:21:39,280 --> 00:21:41,280 Speaker 3: and if the client and the brand plancial have slightly 409 00:21:41,280 --> 00:21:43,119 Speaker 3: different opinions on what they think will be effective, this 410 00:21:43,160 --> 00:21:44,440 Speaker 3: tool is a great way of sort of being a 411 00:21:44,520 --> 00:21:47,639 Speaker 3: mediator between the two and demonstrating the value that it 412 00:21:47,680 --> 00:21:50,440 Speaker 3: would have. So it's been an extraordinary change in our company. 413 00:21:51,040 --> 00:21:53,000 Speaker 1: The first time I heard about that tool, my mind 414 00:21:53,080 --> 00:21:55,680 Speaker 1: was absolutely blowing. Now I know that we are nearly 415 00:21:55,760 --> 00:21:57,399 Speaker 1: at time and I need to let you get on 416 00:21:57,480 --> 00:21:59,800 Speaker 1: with your David Georgie, I have to ask, like us, 417 00:22:00,000 --> 00:22:03,800 Speaker 1: someone that is so passionate about podcasts, that is just 418 00:22:04,080 --> 00:22:07,000 Speaker 1: so clear from all the research that I did before this, 419 00:22:07,560 --> 00:22:09,919 Speaker 1: I would love to know what feedback do you have 420 00:22:10,520 --> 00:22:12,840 Speaker 1: for me now that we are at the end of 421 00:22:12,880 --> 00:22:14,080 Speaker 1: the interview. 422 00:22:14,600 --> 00:22:19,200 Speaker 3: Gosh, I would say, how much attention are you paying 423 00:22:19,200 --> 00:22:22,240 Speaker 3: to your data? It's a really important component. Of course, 424 00:22:22,760 --> 00:22:26,240 Speaker 3: as host, you have made a warm, welcoming environment for me. 425 00:22:26,880 --> 00:22:29,600 Speaker 3: I can tell your extremely well research which makes me 426 00:22:29,680 --> 00:22:34,520 Speaker 3: feel seen and understood, and that's an amazing experience for 427 00:22:34,600 --> 00:22:36,800 Speaker 3: only human being to think that someone would take the 428 00:22:36,840 --> 00:22:39,360 Speaker 3: time to understand them and their motivation. So I want 429 00:22:39,359 --> 00:22:41,560 Speaker 3: to say thank you for doing the work and doing 430 00:22:41,560 --> 00:22:44,280 Speaker 3: the research pre this. This is extremely evident. You ask 431 00:22:44,400 --> 00:22:47,600 Speaker 3: naturally curious questions, you let me answer them in good time. 432 00:22:48,359 --> 00:22:50,520 Speaker 3: You ask me to qualify some things and go a 433 00:22:50,600 --> 00:22:53,280 Speaker 3: little bit deeper. So again, great hosting. I think that's 434 00:22:53,320 --> 00:22:56,320 Speaker 3: absolutely brilliant. The thing I will ask you is how 435 00:22:56,440 --> 00:22:59,600 Speaker 3: when do you look at your data and how often? 436 00:23:00,240 --> 00:23:01,200 Speaker 2: That's a great question. 437 00:23:01,600 --> 00:23:05,840 Speaker 1: I look at my data generally about once a week, 438 00:23:06,240 --> 00:23:08,720 Speaker 1: and then I look at it in depth about once 439 00:23:08,720 --> 00:23:12,520 Speaker 1: a month with Ihat or Aaron that look after the podcast. 440 00:23:12,600 --> 00:23:14,480 Speaker 1: But I could look at it more. I could absolutely 441 00:23:14,520 --> 00:23:17,239 Speaker 1: look at it more. I'm so inspired by hearing what 442 00:23:17,280 --> 00:23:19,800 Speaker 1: goes on behind the scenes of Diary of a CEO, 443 00:23:19,920 --> 00:23:22,359 Speaker 1: and obviously you know Flight Story is more than just 444 00:23:22,440 --> 00:23:22,960 Speaker 1: that show. 445 00:23:23,520 --> 00:23:25,240 Speaker 2: And I am a data. 446 00:23:25,000 --> 00:23:27,800 Speaker 1: Nerd at heart as well, so I love getting stuck 447 00:23:27,840 --> 00:23:28,480 Speaker 1: into the data. 448 00:23:28,640 --> 00:23:30,840 Speaker 2: So I think that's great feedback. 449 00:23:31,200 --> 00:23:33,960 Speaker 1: Anything else I can do, Georgie from your one hour 450 00:23:34,040 --> 00:23:34,960 Speaker 1: experience with. 451 00:23:35,119 --> 00:23:39,800 Speaker 3: Me, lean into community. It's one of for me and 452 00:23:39,840 --> 00:23:45,560 Speaker 3: for the team. Community is what created podcast media for me. 453 00:23:45,840 --> 00:23:50,240 Speaker 3: With one of the profound and impactful reasons why I'd 454 00:23:50,240 --> 00:23:52,919 Speaker 3: love to pocast so much, the fact it gave hours 455 00:23:52,920 --> 00:23:55,639 Speaker 3: of nuanced long form storytelling in a world that was 456 00:23:55,680 --> 00:24:03,440 Speaker 3: trying to constrain and reduce the time, an effort that journalists, creators, 457 00:24:03,440 --> 00:24:06,280 Speaker 3: and storytellers were being told at that time that they 458 00:24:06,359 --> 00:24:08,320 Speaker 3: should be putting into their content like no one had 459 00:24:08,359 --> 00:24:10,359 Speaker 3: any attention anymore, that you should be in one hundred 460 00:24:10,359 --> 00:24:12,679 Speaker 3: and forty characters or less. I don't believe it, and 461 00:24:12,720 --> 00:24:15,719 Speaker 3: I still don't believe it that people's attention doesn't exist. 462 00:24:15,760 --> 00:24:19,040 Speaker 3: I think it's rubbish. I think that it does, and 463 00:24:19,080 --> 00:24:22,120 Speaker 3: I think podcasts proved it time and time again. What 464 00:24:22,160 --> 00:24:25,760 Speaker 3: you must do, more than anything is value that attention. 465 00:24:26,160 --> 00:24:28,880 Speaker 3: But also if someone is willing to give you attention, 466 00:24:29,359 --> 00:24:31,560 Speaker 3: that starts to tell me that you have a community 467 00:24:32,200 --> 00:24:35,359 Speaker 3: and a community that needs to be nurtured, a community 468 00:24:35,359 --> 00:24:37,440 Speaker 3: that needs to be talked to, a community that maybe 469 00:24:37,440 --> 00:24:40,159 Speaker 3: needs to talk to each other. And how are you 470 00:24:40,320 --> 00:24:43,119 Speaker 3: nurturing that community outside of the walls of this show. 471 00:24:43,320 --> 00:24:45,520 Speaker 3: How are you showing up on social media? How are 472 00:24:45,520 --> 00:24:47,640 Speaker 3: you interacting with them? When are you talking to them? 473 00:24:47,640 --> 00:24:49,480 Speaker 3: What are you saying? What are they asking you for? 474 00:24:49,800 --> 00:24:52,880 Speaker 3: That's an amazing advice from John Hugh, who is the 475 00:24:52,920 --> 00:24:55,760 Speaker 3: founder and CEO of a company called Stand that Stephen 476 00:24:55,840 --> 00:24:58,800 Speaker 3: is the co owner of, and that really is around 477 00:24:58,800 --> 00:25:05,280 Speaker 3: democratizing creator entrepreneurial space where creators can create tools, products, 478 00:25:05,320 --> 00:25:09,240 Speaker 3: subscriptions for their community. And he said to me, what 479 00:25:09,280 --> 00:25:11,520 Speaker 3: are the three questions you get asked the most as 480 00:25:11,520 --> 00:25:13,800 Speaker 3: a creator? What is your community asking you? What are 481 00:25:13,800 --> 00:25:16,800 Speaker 3: they asking you to answer for them? And what they 482 00:25:16,840 --> 00:25:20,119 Speaker 3: have questions about? And within that is your three product ideas, 483 00:25:20,160 --> 00:25:23,240 Speaker 3: your three things that you should be building for your community. 484 00:25:23,600 --> 00:25:26,040 Speaker 3: So if you're asking them what do you need? What 485 00:25:26,080 --> 00:25:28,800 Speaker 3: do you want more of? And you're getting the same 486 00:25:28,960 --> 00:25:32,359 Speaker 3: repeated questions back, it's evidence that either you need to 487 00:25:32,440 --> 00:25:35,199 Speaker 3: put more into the IP and the show itself, or 488 00:25:35,560 --> 00:25:38,719 Speaker 3: you start to well build in your social media in 489 00:25:38,760 --> 00:25:41,800 Speaker 3: real life, how do you bring these people together? And 490 00:25:42,240 --> 00:25:45,480 Speaker 3: for me, attention is community. If audience is the mote, 491 00:25:45,480 --> 00:25:47,600 Speaker 3: we talk about that all time, audience being the mote 492 00:25:48,000 --> 00:25:52,359 Speaker 3: attention and therefore community and probably the sort of the 493 00:25:52,359 --> 00:25:54,919 Speaker 3: twin flame of that is loyalty is the castle and 494 00:25:54,960 --> 00:25:58,360 Speaker 3: the walls, and you need to take care of those 495 00:25:58,400 --> 00:26:00,000 Speaker 3: as much as you just take care of the audience 496 00:26:00,240 --> 00:26:02,800 Speaker 3: in the reach. So I would say the community is 497 00:26:02,840 --> 00:26:04,520 Speaker 3: the thing that you need to be spending the most 498 00:26:04,560 --> 00:26:07,200 Speaker 3: time and how you build for them amazing. 499 00:26:07,720 --> 00:26:10,800 Speaker 1: Georgie, thank you for spending your time with me. It's 500 00:26:10,840 --> 00:26:12,640 Speaker 1: just been an absolute pleasure. 501 00:26:12,760 --> 00:26:13,800 Speaker 3: Thank you, thank you. 502 00:26:15,040 --> 00:26:18,720 Speaker 1: I love that Georgie reminded us that attention is so 503 00:26:18,840 --> 00:26:23,119 Speaker 1: much more than numbers. It's community, and community, when it's nurtured, 504 00:26:23,160 --> 00:26:24,960 Speaker 1: becomes your strongest asset. 505 00:26:26,040 --> 00:26:27,160 Speaker 2: And if there's one thing to. 506 00:26:27,119 --> 00:26:32,160 Speaker 1: Take away from today, it's this, stop guessing, whether it's guests, 507 00:26:32,600 --> 00:26:33,800 Speaker 1: content or strategy. 508 00:26:34,320 --> 00:26:37,679 Speaker 2: Use the tools and the data to make confident, high 509 00:26:37,840 --> 00:26:39,000 Speaker 2: impact decisions. 510 00:26:39,920 --> 00:26:42,240 Speaker 1: Now, if you've enjoyed this episode and you want to 511 00:26:42,359 --> 00:26:45,919 Speaker 1: upscale yourself even more in AI, you will probably like 512 00:26:46,000 --> 00:26:48,679 Speaker 1: some of the episodes that I've released on how to 513 00:26:48,760 --> 00:26:52,359 Speaker 1: turbocharge your AI skills. A great place to start is 514 00:26:52,400 --> 00:26:55,199 Speaker 1: the conversation I had with Neo Applin on how to 515 00:26:55,200 --> 00:26:57,080 Speaker 1: create an AI briefing document. 516 00:26:57,840 --> 00:26:58,880 Speaker 2: And if you have no. 517 00:26:58,880 --> 00:27:01,800 Speaker 1: Idea what I'm talking about, you should definitely listen to 518 00:27:01,840 --> 00:27:05,160 Speaker 1: that episode because it will completely change how you interact 519 00:27:05,200 --> 00:27:05,679 Speaker 1: with AI. 520 00:27:06,640 --> 00:27:09,120 Speaker 2: And if you know someone worried about AI or. 521 00:27:09,200 --> 00:27:12,480 Speaker 1: Struggling to grow their audience, share this episode with them. 522 00:27:12,760 --> 00:27:16,119 Speaker 1: It might just change their perspective and make sure you're 523 00:27:16,160 --> 00:27:19,000 Speaker 1: following How I Work so that you never miss an 524 00:27:19,080 --> 00:27:21,359 Speaker 1: insight that could change how you work. 525 00:27:21,240 --> 00:27:22,280 Speaker 2: And how you lead. 526 00:27:24,080 --> 00:27:26,800 Speaker 1: If you like today's show, make sure you hit follow 527 00:27:26,960 --> 00:27:30,440 Speaker 1: on your podcast app to be alerted when new episodes drop. 528 00:27:31,000 --> 00:27:32,280 Speaker 2: How I Work was recorded 529 00:27:32,320 --> 00:27:34,960 Speaker 1: On the traditional land of the Warrengery people, part of 530 00:27:35,000 --> 00:27:35,720 Speaker 1: the Coulan nation.