Inside Seth Godin's Masterclass | 97th Floor Mastermind

so I came last year for fun because I was invited by very nice people and it was an amazing event with very smart people asking good questions. I decided that instead of bringing my presentation, this is for everyone, fast, fun, lots of pictures, they brought my presentation.

masterclass

that I haven't talked about before and I'm going to require you to think carefully about what we're going to talk about and ask tough questions as we go, not as we go, after we go and then it circles so here we go what is marketing is not spamming people marketing is not doing normal things for normal people marketing is not about shouting or spreading the word marketing is simply doing work that matters to people who care not is for no one but those people and that is a challenge because many of you work for organizations and in your organization you are pushed to pedal faster pedal both ways pedal faster get it out there push faster go faster and the problem with that is it doesn't work like it used to work here is a little video from Italy you may have seen this online the last place of this guy in a bike race he is pedaling faster it doesn't work so he decided to try a Totally different approach to bicycle aerodynamics. compete and for a while it turns out that this is actually a great way to get around in an environment where everyone else just pedals faster, so the purpose of my talk today is to help you think about whether you are spending time pedaling uphill in the wrong sense. direction or if it might be a different path to follow then where to start a simple question: what do we do if we are marketers, if we have a business or run a non-profit organization, if we are trying to change the way we medicine is developed?

What we do is practiced and I want to argue throughout this time that what we do is a change if there is no change, why did you appear? We're trying to make a change happen and often then we decide that what that means is we have to make it better, but the issue of better is better has no real definition because best is always in the eyes of the customer, not better for you but better for them, because people will only sign up for the things they decide are better. to them and our enemy in the pursuit of the best is the average the average is what all the other forces around you are pushing you to do the average is the reason you dress the way you dress today because you don't want to highlight too much average is the way you sand down the edges of a product so it doesn't offend some average and average and average people, so what we're ending up with is an old world that relies on yelling at strangers about their products average for the average people so we can reach the masses because mass and average are the same thing towards a different world that is based on fundamentally different principles so here are the principles that I'm going to talk about today and most of them These are phrases you would never hear in a marketing department. address these are words that we might use in other parts of our lives, but we don't feel comfortable using them when we talk about marketing, but what I write about in this is the marketing that we are going to talk about today and is how they support these 10 ideas. where everything fits so an example chickens not surfing chickens not docks but chickens so here is the story it turns out that Ethiopia is an extraordinary country with more than a hundred million people in that country of 105 million people 15 million of them are small properties farmers, that is, they have a piece of land the size of this room, if they can cultivate it, they can eat it, if they can't, they go hungry. 15 million people, a guy named David sees this and understands that there is a magnet and not a magnificent, a big protein problem, especially for children, not enough protein is consumed and a whole generation of millions and millions of people are coming who have not consumed enough protein.

It is also worth noting that on this piece of land the main things that are growing are chickens and they lay an average of one egg per week. Well, David takes a look at all this and decides that he can do something about it because they picked the wrong chicken. This is the sasso hen. The southern chicken is much more productive. than the typical Ethiopian chicken, lays five or six eggs a day a week and takes a day off, which is a great change because now, all of a sudden, if a farmer owns a sasso chicken, the amount of protein that is created on the same amount of land it shoots up the first few months the Ethio chicken was open they raised ten thousand six a month they take these chicks when they are three days old and give them to local veterinarians who then create this commercial network and sell them to the farmers yesterday Ethio chicken sold 1 million chickens tomorrow they are going to sell 1 million chickens one person appeared and changed an entire country I think it is a marketing solution, it is not an engineering solution, it is not even an agronomy solution because the chicken already existed , it's a person that I said I'm going to do something better for the people that need to do it better, well, the next example because this is not just distant marketing if we also get closer to Utah, in fact, right here where we are, what we will notice It's that all the houses look exactly the same.

How come we end up with this form of architecture that, as far as I know, doesn't exist anywhere else in the world, but it's the kind of architecture you have when you have four million dollars. to spend on a house and the reason is that this architecture is not for everyone, just as you know, chickens are not for everyone, this architecture is for a very small group of people who are risk averse and also want to prove to their neighbors Empathy means that David didn't have a problem with chickens, the people he served had a problem with chickens, he had to be aware of the fact that they didn't know what it was. he knew, they didn't want what he wants, they didn't believe what he believed and that's okay because if we're not willing to tell that to the people we serve, we'll just push them away from us, that practical empathy is the humility of serving someone with their story, not saying I have to make more sales to increase my quarterly numbers, it's that this person believes what they believe and that's okay because if they don't believe, if I'm not willing to accept it, it's okay for them to believe it. , they will not. listen to me and then the second idea is to go for the minimum viable audience, not the largest possible audience, the smallest one you can live with, because if you can identify who it's for very precisely, you can delight them, if you ignore everyone else, then you are on the way. hook to delight the people you started with the next idea zoom out zoom back this is a company called water Health International Water Health International makes change happen.

They will install this kiosk in a town that has no drinking water if you don't have it. water you have to spend hours just fetching dirty water and that changes your health and changes your economy. The interesting thing about water health, apart from the fact that they are changing the lives of many people in India, is if you want to fill that bucket with water it costs about five cents, they won't fill it for you unless it's a blue bucket. , why is it so good? They'll tell you it's because if you bring an older bucket, it might have germs and you might get sick and then they'll blame them, but the real reason is that more and more people are starting to carry the blue bucket around town.

People like us do things like this. Now it means something. The interesting thing that happens when you open a water health kiosk in a town is. There is no line on the first day. You are lucky to have three families for water. How can it be that they don't want clean water even for a five-cent well? It turns out that every new idea in every culture in every country doesn't spread instantly. The first day the first iPhone went on sale, not many people bought one because ideas spread through culture differently when we talk about it in wait a minute, so how do you speed that up?

Well, here's one thing they did with water health and they got these batteries. I operated microscopes and took them to local primary schools and India has many wonderful things going for it, one of them is that they take education very seriously in primary school, they have a science class and that's why the teacher says The nine-year-old children bring from home a small glass of water so that everyone can bring their water and then they put it on the screen and this is how it looks because they are giving a lesson on bacteria. What do you think happens when that child arrives at their home? home and says? to his mother and father what he did today at school hello mom and dad I looked at the water we have and I looked at the water our neighbors have and why strange things grow in our water but strange things do not enter the water the tension is creates every time change appears the tension of the will of this work the tension of should I leave now or should I wait until tomorrow that when we think about how we decide to do something deadlines can be a service to us than scarcity can do It is more likely that we take steps so that people who have a season pass ski less than people who only have a 5-day pass because they feel like they are running out of the tension of what will happen next, the next idea and I think that after Let them see these two slides, you will not forget them.

This is the idea of ​​status roles. Professional wrestling is nothing more than a public display of who is on top and who is on the bottom. It's not really about wrestling. Everyone who knows about wrestling knows it's my guys up and my guys down. So the state rolls I'm up or down are all the theater is about every character in every play up or down in every novel and guess what it's the same for Congress in politics for who can interrupt it in 84, no No matter what we're talking about, we're acutely aware of where we stand in comparison to the people we compare ourselves to, and if you don't see status rolls when interacting with others and what they care about, you're missing out.

A lot, so here's a 30 second clip from one of the greatest movies ever made and then I'll give you the background. I was there, they courted me like that and they both, Buster, smiled at me and then I told my wife. justice we must go to the colony let's go so this is what is happening here it is the wedding day of the daughter of dawn The Sicilian tradition is the day of your daughter's wedding if someone comes and asks you for a favor you must grant it yes you don't it's you You're embarrassed, buona sera, the first guy who speaks is the Undertaker, is there any job of lower status than the Undertaker?

He approaches the Godfather, whose entire life revolves around his status in this community, and says: I want you to hurt the man who hurt my daughter. If Don does it, he's the bully, so he turns it down because he's offended and then Undertaker says: I'll pay you in just 30 seconds. Coppola explains the entire arc of the film, which is a status threat, what will happen if I don't? the last pair of shoes what will happen if they leave me out of this conference what will happen if I don't get this tool or that tool this is in everyone's brain all the time not everyone wants to be the Don many people are quite happy to be buona sera the Undertaker, a lot of people want to maintain their status, not get promoted, all you have to do if you have 10 minutes of free time is hang out at the reception of this hotel and see what happens when someone who is used to always being the best You get to the front desk and don't get the room you thought you were going to get.

Instant amnesia, don't you know who I'm right? This idea that I need to be in a certain place in the pecking order shapes much of what we do. Okay, jumping around a lot here. The next idea is that there are marks in many areas of our lives. This is actually a Louis Vuitton waffle iron and you also have these Louboutin sneakers for $750 or this mattress that costs $65,000. There are many brands in our lives, including Hershey bars that cost $2, that use brand marketing to spread brand marketing is purposely not measured. We don't see a Hershey ad. on television and then run out and buy a Hershey bar but the Internet has changed almost everything because at the same time there is direct marketing and direct marketing is measured, that is its definition, if you pay $1 you get $2 back and the reason why you have heard about LL Bean and Pottery Barn and Lilly and Vernon and all the pioneers of Direct Marketing is that every time they spent 100 dollars they made 200 so they spent more and the reason why Google makes so much money and can do all those things that they can't They make money is because the thing they make so much money from is keeping almost all of the profits from every direct marketer that does business with them because the math is very simple, let's say a new customer is worth $100, how much will you pay Google to get it? a new customer would be willing to pay 99 why not, then auction each click that a hundred dollars 99 went toGoogle one went to the company the important thing to understand is not that direct marketing is right or wrong, but that it can be Don't do both things at the same time in the same way if you are a brand marketer, don't measure things that they don't matter just because you can, how many Twitter followers you have, it doesn't matter, it doesn't matter because There are many ways to make the number of Twitter followers you have increase and they have nothing to do with making the value of your brand increase.

If you are a fundraiser for a charity, the difference between what it will take to get a million dollar donation and what it will take to get a thousand $10 donations is huge, so we have to decide as we think about how we spend our time and money we are building a brand that is not a logo that is trust that is connection that is interaction we need to build it regardless of what we can measure that is what great brands do the superball is a great example of this. Super Bowl ads are stupid for many reasons.

One reason is that you pay a premium to reach average people. You'd have to pay a premium to reach specific people, but you're paying to reach a large audience, the only advertiser in the Super Bowl, other than maybe Geico, that can successfully measure whether it pays for itself is Doritos because Doritos can verify more of the half the time on their computers, man, enough people go out and buy more snacks that the Doritos sales made up for it enough. pay for the ad, but for everyone else it's a brand ad, we're telling a story that we can't measure, don't try it because as soon as you try to measure it you'll get false data that will make you do bad things.

Go ahead, I could talk about this all day, but I'm not going to be okay. Next is this idea of ​​how chickens spread through Ethiopia, how Louboutin shoes spread among the elites of New York, what happens when you bring a new idea to the market. about one in six people say yes because it's new, that's why they bought it because it's new, so if I said yes this is a ski group and I said they're opening a new ski area outside of Yellowstone, would Who wants to try it next winter? 15% of people say they're counting on me because no one else has done this before, that's why they want to do it.

This early adopter thing can confuse a lot of people because it seems like it's going to go on forever and it never does because in between. early adopters and people in the middle something called the chasm what the chasm says is that there's a difference between people who buy things because they're new, like Christian Louboutin sneakers with spikes on the outside, and people who buy them because they work, that's the next group, so all those people who bought an iPad the first two years bought it because it was new. How many of you here ever wear an Apple watch?

Raise your hand. Most of you are early adopters. You might be justifying it by saying, "Oh." This works, it saves me a lot of time and energy, but you like the fact that you have one that not everyone else has yet. The magic of Apple's value is that three times they crossed the chasm, three times they came out with products that nerds liked and then suddenly everyone needed one which is very difficult to make but is one of the marketer's goals . Well, I'm almost done with my rant and then I'll start answering his questions. Next is this idea of ​​positioning as a service, so I need to give you a little background here.

The positioning began in the 50s and then tries to reach. I wrote a good book about it. Positioning says that people can't remember every attribute of what you do, so let's think about vodka without talking about all vodkas. made in exactly the same factory if we talk about vodka we could imagine that there are vodkas that you can buy on the left and right access that range from very cheap to very expensive on the other axes we could imagine vodkas that you can buy that are totally neutral or really deep flavor and flavored inside those grids there is a vodka in the left corner there is a vodka up in the upper right corner you have the idea you can draw the grid because you can make the product because you can tell the story and what happens with this and the change that I propose is that you can't draw the grid to be selfish, you can't draw the grid to say we're in the top right corner, everyone else sucks. that's not how every single element works it has to be right some people want something that's really scarce some people want something that's really easy to get you're doing a service for the people you're serving well you're saying oh yeah you want something more traditional than our competitor, so when someone comes up to you and says: I need you to do this, you should eat early, send it to your competitor because that's what you're doing, position yourself in a corner away from everyone else and we'll talk talk about that in more detail if you want because there's a lot of juice in that, okay, next up is this mandatory education that almost never works, we remember taking a horrible calculus class from a horrible calculus teacher just because we had to, but We don't remember anything we were taught, on the other hand, if you're a hockey fan, you know Wayne Gretzky's stats, not because someone created you, but because you were signed up for the journey you wanted to go on, learn how to do this, like this that this is what we know that you have 10 million things to do right now you could be on your laptop looking at someone else checking your email having a conversation with someone you are choosing to be in a room learning something these are options for each of your clients We have these same options, so we have to sign up, so here's a little movie clip that will probably be difficult to watch, but we'll see, and it's about this idea that what we could do is someone else who is right.

So she's a French chef. She hates this guy who lives across the street. She is trying to become a brilliant chef. I would like to I would like to make your omelette. Would you be interested? Do I need your help to break the eggs? What can you? I don't see that both of his hands were burned. The key takeaway from this is that he didn't come to her and say, "I'm pressuring you for something I want." He didn't come up to her and say, "Please buy what I want to buy." It's my job to sell it to you.

He approached her and said I see you as the type of person who would like to help me on this journey. Would you come with me because I can't do it without you? you earn that signup, you don't have to worry about exit pages and sneaking around people and pop-unders and popovers or anything like that because they want to go with you, they'd miss you if you left, so when I come back to this list of things we just did in a dizzying 20 minutes, what we see is that every time you come out with a story, every time you decide to spend time or money or energy to make things better, it's not going to spread because you want to.

It's going to spread because the people you serve wanted Ethiopia to not have billboards. Water Health International doesn't have people in call centers spamming people on the phone, rather their users tell each other and that's what that thing in the center is. It's not it's not an epidemiology term and what it means is each person that is infected, how many people does it infect? So, the Spanish flu that almost wiped out the United States in the 1910s had a no son for a time of more than 1, which means that if you have In fact, with the flu, more than one more person, which goes up to infinity, you do the math and only after a few months it fell below one, so when someone starts carrying an iPad to the gym or an iPod to the gym, how many other people see the white headphones and decide to go to look for them when someone starts using inste in high school, how long it takes before their friends abandon Facebook and start using this other platform and that if you build it for sharing, it's much more likely to be shared, so now The punchline Of all this, going back to David and the Ethiopian, here is a guy who is not from Ethiopia and who has never owned a small farm that changed the lives of 15 million people, not counting all the dead chickens.

We'll leave that aside for now, but He changed the lives of millions and millions of people. What he could have done in his place is say, "It's not my turn." I'm not qualified. I could have said this is never going to work. Something bad will happen. There are critics who don't understand what. I'm trying to do it, but he didn't do it because marketers now have influence and with that influence comes responsibility, the responsibility to say we can change what we do, we can change how we do it, we can change who we serve and, if we change everything those things the people we serve will be better so a couple of personal stories to conclude when I was in high school I played the clarinet for eight years I didn't actually play the clarinet I took clarinet lessons That's not me me, but it could have been that I took clarinet lessons and what they do when they give you clarinet lessons is they teach you more and more notes and then they teach you more and more songs and not once in those eight years did any teacher sit me down . and you say you know you can't even play a note that's less worth listening to, you can't even play a middle C, the easiest note, just like that person who plays it in Rhapsody in Blue, why didn't they tell me that much is?

That's not the point, it might be the point of why it's not okay for us to say that I don't have to do what everyone else does, but I have to do something that someone who doesn't get paid thinks is better and cares. enough. I would have missed it I wasn't going to make it if I wasn't here if I wasn't interrupting you if I wasn't building this website who would call and complain where did you go so here's the end of that video from Italy I didn't show it all so the guy has the method, the method, the method, the method, he's a hero, he takes it to first place, great, I'm done, except maybe not so much because it turns out that in our economy once you realize that Someone else is going to copy you and once they do it's no longer a free ride and I think that's fantastic.

I love that this group is called

mastermind

because what it means to be in a

mastermind

is that you are surrounded by people each of whom are smarter than you who all know more than any of us who are each dealing with their own fear every You're dealing with your own stagnation that we have bosses or coworkers or boards of directors who don't see what we need them to see, but if we can learn how to talk about it, how to put the idea into the world, then maybe we can take responsibility. responsibility to make a difference, so one story I want to tell you is that I only have one office in Boston.

I live just north of New York City and once or twice a month I drove to Boston, but if I drove to Boston I would get stuck in a horrible traffic jam and look up at the sky and the planes to Boston were working, Jim. Jim Jim, so I curse that the fact that I drove like that once in a while would fly, but when that happened, we would drive around the airport for hours and look at the cars below, but I can't win. time I go to my office and bosses it's been a long time before the TSA and 29 minutes after leaving my house I'm in Boston it was perfect it was magnificent and I'm having a long day it's 8:30 at night we fly back to Boston Airport White Plains and circled the White Plains airport until we ran out of gas.

This doesn't seem like a good plan, but that's what they do and they said we'll make an emergency landing in Albany, we think we'll be. the ground around 10:00 p.m. I'm not in favor of emergency landings, but they're better than no landing, so we'll land in Albany. I don't know if you know anything about Albany, but I'm not going to go into that because I get in trouble when I talk. over Albany, but it's Albany and the pilot shows up and says we're on the ground, yeah, I knew that and we'll be here for about three hours, but I think 1:00 AM. m.

I will be able to fly with us. Back to White Plains, well, it's only a 45 minute drive, so I opened my laptop. I'm an early adopter, so I got one of those modems there and connected. Avis has one car left and they shot in ten minutes, so I took the four-door car, I pay for it and I get up on the plane and I and I address the public, passengers, I say, ladies and gentlemen, I'm NOT a psychopath, I wear a tie. thing is my car is in White Plains and so is yours. I just rented a car that I paid for.

I have three empty seats. Who wants a free ride home? No one raised their hand, as far as I know they are still in Albany and I spent the entire trip home. Thinking about whether it was my presentation, it was my way of tone and then I realized, right before I got to White Plains, what the problem was, what is this, if you get off the plane, it's your fault, stay on the plane, It's United Airlines. because of guiltand we have been trained to stay on the plane and now we live in this revolutionary time, there is no one on earth until 25 years ago could have imagined what life is like today for a marketer, just 25 years, a generation that an individual It has the ability to change the minds, the lives, the livelihoods of hundreds of thousands or millions of people because they care enough to make a fuss, so that's my mission, that's what I do all day: I encourage people to see what is happening around us to achieve it. how I do tomorrow's numbers and dive into the why and how of the change we're looking to make so now we have a full hour to have a conversation about it thanks for listening we appreciate everyone this is where the status changes in tension, no one wants to ask the first question.

I'm aware that yes, sir, please, so when I wrote for Fast Company I was the most published author they ever had and the reason was because I didn't write. so Fast Company subscribers would be happy with what I wrote. I wrote so they could improve their status by taking a knife and cutting my magazine article, photographing it and putting one in every person's mailbox at work because if they were the person who did that, their status went up, that was my job to point things out. that they already knew, but to do it in a way that felt more powerful when sharing it, I wrote it for them, so when we think about how we design virality in the wrong way.

The manipulative way is to do it when the person has no other choice, your parasite, your virus, transported, the correct way to do it is that you have given them a tool, so if you look, you know people walking down the street at the Festival of Sundance movies and new uggs, that's not a functional choice uggs did a service for that person who wears them and that's why they spread because that walking billboard says "you want to be as good as me but you're not as good like me, but you could be as good as me if you were." I would really like, like me, you could buy a pair of these and the person using them knows damn well that's what they're doing and the people who disagree made the product for them to do that and the same goes for the posts of blogs and the movements and everything else, thank you for helping us get started here and then we'll go there, yeah, sure, yeah, these are great questions.

They were starting well, so the question is about the abyss, how do we know when it is? comes, how do we know if there is one? How do we know? There are some things where there is no mass market that will never make it to the other side. Raising a llama in your backyard Raising a llama in your backyard for A lot of logistical and cultural reasons will never come to fruition, but there was a period when there were ranchers in Texas and other places who wanted to have the latest animal they were doing, so part of that is an awareness of what came before and understanding the dreams, desires and fears of people in the mass market, so here's an example: for a long time there were three television networks and if it was on one of the three networks, everyone knew how to talk about it.

Everyone knew what was happening when we switched to cable. Cable is really different because there are a lot of cable networks that people have never seen, so that changed people's lives in the middle of the market because they want to see what other people are watching. They needed there to be some successful cable networks because they didn't want there to be too many options, too many options are bad if you want to watch what everyone else is watching, it makes sense, so one of the things they do on Diners in New York City York are the menu ranging from pancakes to moo shu chicken, it's like 40 pages, but the owners found out that they put a little blue card saying the daily specials with a paperclip, that's what a lot of people would order. and the specials never changed, they were special because the diner made more money with them, that's why they were special and they were providing a service, because for the type of person who wants to order what everyone else orders saying these are our favorite items , is resolved. their problem people in the middle always want that that's why they are in the middle they chose to be in the middle because being in the middle feels safer it feels like you can deny it you don't have to spend emotional energy to decide what to do right now is always on CBS, whatever is on CBS is what I'm going to watch, so know that that's a process where you're probably not going to enter a field that no one has entered before, so you go to the people who've talked about this before.

What was that like when Richard Branson said, I'm going to sell tickets on the first orbiter? I knew that almost everyone would say it's stupid, it's a waste, you're going to die, but I also knew that some of the early adopters would do it enthusiastically. Transfer him $250,000 because they have to tell all their friends that they got in first, but if he were stupid, he would imagine businesses as big as United Airlines, no, that's not going to cross the chasm because there aren't people like us who do things like this for the There are masses involved in that expensive activity, it's not how much it costs either, so the last riff I'll give you on this is yo-yos, did you yo-yo when you were in grade school?

Were you the first kid to come out of the yo-yo? Okay, so every couple of years yo-yos have faded enough that kids at school have forgotten about the latest yo-yo fad and then a kid brings a yo-yo if the quote-unquote bad kid brings a yo-yo, nothing happens. If the correct child brings a yo-yo, then eight children have a yo-yo. I guess you're one of the eight kids who, how do you do it after the right person brought a yo-yo? And then, in two weeks. 80 kids have a yo-yo, it crosses the chasm briefly because it's a fad and that's what fads are, they cross the chasm briefly and then all the euros go, where did they go? because people want to see it go through the cycle.

The same thing happens with things that appear in the news and I'm glad those kids in Thailand are out of the mine, but that's a classic news story that crosses the chasm and then disappears, so you have to look at it and say which one I am. I'm building here and who do I have to talk to about it because if you're the wrong kid with the wrong yo-yo on the wrong day nothing, what do we have here? Anybody yeah, okay, we'll go there and then here. As far as I can see, what I mean by not measuring is not using easy measures that benefit a media company or its agencies, because the ones we know don't work.

My grandfather. I still remember when I was 12 years old. years old he says I bought a new stereo I'm really excited and I said well what's up he said I bought a Fischer and I said well did you hear it he said no but it's a Fischer that was his motto it's a Fischer, so he. He had already mentally determined that this was the best because the ads had persuaded him that there was no way to measure that this would happen. If you are from the Fischer company, you don't know what ad, what day it carried this slogan placed on the back of my 68 year old grandfather's head so that the day in his life when he was going to buy a stereo would This comes to mind, that's the story of the brand, we form initial impressions, we fight to keep initial impressions, but then sometimes we throw them away and decide to do the opposite, so the choice, however, many years ago, John Edwards stops his plane and cuts his hair, he has a brand now, how much did it cost him to have that brand? he got rid of the brand, he got rid of it even worse, but the point is that things stay with us, sometimes they are in paid media, sometimes they are not, this is an art, it is definitely not a science if you are going to be. in that business it means you need sponsors to keep paying until it works and that's why there are so few brands for a long time because you have to pay and pay and pay and then one day everyone says well of course because they've seen it .

In the ecosystem, this is different from a brand that is based on interaction, so Wikipedia is a brand that exists because we use them, it is a kind of hybrid between direct marketing and branding because it uses direct marketing to get people to use it. , but the experience itself becomes the brand, does that make sense? So the last example I'll give you about this was when Google was starting to win and Bing was just coming out. All the nerds were talking about how much better Google is because it's four milliseconds faster and their search results are better, so someone did a test and they just changed the logos, so you did a Bing search but it looked like a Google search , you did a Google search and it looked like a Bing search and in a blind taste test people couldn't.

We notice the difference and we know from the Journal of Wine Economists that in a blind tasting test sommeliers prefer twenty dollar bottles of wine to $100 bottles of wine, they think that $100 bottles of wine don't taste as good, but as soon as we drink Without the Bandages we want the hundred dollar bottle of wine because that's the brand, it's part of our narrative who we are and where we see ourselves, but we can't measure the clicks if we do, the clicks can help us compare A with B, but I can't tell us if we're really building a brand, yes sir, and then he had a question.

I'll go over it here and then a totally true story. Well, I mean, let me ask you a different question. Have you ever been to the airport where they offered you money to give up your seat because it was overbooked. Do you accept the money? Is good for you. Most people don't accept money. You have seen it well. These are people who scrape together the nickels to get on the flight. $200 for an hour late you don't want $200 for an hour of your time and a warm, safe place with free Wi-Fi well, no, I don't know why, well, it's bad karma.

I already made my commitment. I have my seat, I am full of fear of what we will have, not the type of person who sells you his time, you have the right idea, so on this plane it is a bit like taking 200 dollars, which is the feeling that now we will go. in an adventure that could become a John Kennedy movie, once I leave this bubble I will be completely hooked on all the things that will unfold and if you ask me about myself in particular, I'm not as well known as you think I am and I'm not I think the people on the plane knew who it was, but even in that situation there are people who are going to sit here the whole time and not ask the same question that you came because you know who.

I am, but you're not asking questions, so this is human nature and empathy says it's okay. I understand that you are the type of person who wants to stay on the planet. I understand the type of person who doesn't want to ask anything. question so you look stupid I don't think you look stupid you will think you will look stupid so yes I'm sorry yes you look a bit like a psychopath what does he say no no no there was no you have it all the facts and I can harvest I can reproduce this I have reproduced it import like this I'm number one on the waiting list to get home and all I have to do is get one person to give up their seat on the way up and down the list the thing I have five hundred dollars in my hand who's going to take 500 dollars together?

You see, I'm the number that nobody, nobody, because a whole fog gets into people's brains and I'm doing this as an experiment because it's fascinating to see how people interact. So what would you do if you really wanted to get people off the plane and into the car safely? The first thing to understand is that there is a difference between talking to a stranger and talking to someone who is not. strange, so if you've had one interaction with someone, you're much more likely to have another interaction with them and another one, and if you read kana Minh Thinking fast and slow, type 1 and type 2 brain, I was asking you to take a Quick Decision. that didn't match the kind of decision that is made quickly and then I would have had to make another kind of decision and if I had done that and then added scarcity, then if I had stood up and said there are only three seats in my car I'm dealing cards because I always carry a deck of cards with me.

Whoever has a queen gets the cards first and then we'll work our way through the deck because it's in short supply now that people are craving this, so there's that. these things in behavioral economics not to manipulate people but to help them get what they want which is home to White Plains yes sir so you're not saying you should worry about your one star reviews that's a different question, okay? What is the difference between a survey and a census? A census is when you ask everyone. Polling is when you have a scientific sample that acts like it's everyone, so everything you see online pretends to be a survey looking for a census is garbage, it's garbage because the only thing that is actually surveys are people who have resentment or they have nothing better to do than answer a survey, so you're not really learning anything about the population, you're learning about this subset that's easy.

To return to myoriginal points, metrics that are easy to obtain, you can learn a lot more by calling customers, answering the phone when customers call you, doing certain types of sentiment analysis. Sony held a focus group years ago for a new type of clock radio. they wanted to bring up they had ten people from the mall with hidden cameras and they were showing them all the features that everyone is using this is great I love this I love this the end of the test they said how much do you think Sony should charge for this 75 80 85 90 thank you very much we want to thank you for coming with your choice as a gift 25 dollars in cash or the radio no one person chose the radio which is really interesting much more interesting than anything they would have completed a Likert curve bubble because there you have all these breaks so When I think about the large number of reviews we are exposed to, the first thing that seems out of the ordinary is because these are a large number of counterfeit games. reviews at number two in the world I haven't read my Amazon reviews in five years and I'm not going to start.

I've never met an author who says they read all my one-star reviews and now write much better than before. It used to be that it's not helpful JK Rowling has more one star reviews than me because she has way more reviews than me, not because she's a worse writer than me, so she's just not on my radar, but if you're sitting running a small business memorize your one star reviews I think you're crippling the idea of ​​the minimum viable audience. What a one star review means. This is not for me. Thank you for letting us know what it is for them now if you have nothing but one. at two star reviews means you have an operations problem, but it's very easy to see that you go to any city, look at the top reviews and Yelp, they tend to lean towards fast casual restaurants because the type of person who posts reviews on Yelp is They like fast casual restaurants. look for a three star Michelin restaurant one star took too long to eat here okay I get it but I'm not going to speed up my restaurant to make you happy because I can't make you happy so that's a long way to go saying there is more noise than information here, but there are many ways to get real information if you're willing to take it, yes, sir, and then we'll do the person behind you, so the questions about how to build tension, well, yes.

In the case of water health, we would like you not to die, so I am not going to tell that. No, I'm not manipulative, as I just demonstrated, creating tension is very easy, you just have to not speak for six seconds, right? and we tend to rush to make the tension go away when in reality we can use silence to help us let another person feel like they seem to have control of the microphone and if you are willing to sit with the science for a long time, you will discover changes in the relationships that you have with a lot of humans and using mute online is really difficult because people just swipe right or left or whatever and leave, so one of the things that creates tension online is the scarcity and fear of loss. has a line out the door 100 people I'm going to the Supreme store I was on my way someone says what are you waiting for $45 t-shirts?

Why are they waiting for $45 t-shirts across the street? They have nine dollar t-shirts. We are waiting for $45 t-shirts because there are only 200. It creates tension because if you don't show up on time you will be the first person who doesn't get a t-shirt since eBay had a tension problem. At first this guy might not send me my stuff, he might send me a brick in a box at that tension that most people gave up, but some people got really into it because they were able to find a treasure, then PayPal came along and it took away the tension because you had a guarantee with everything, so eBay just became a store and yes, they became a profitable big store, but they gave up their future because anyone can be a profitable big store.

There was no magic left. Go to Comic. Cons of watching a new movie release, they don't show you the full movie, they show you 45 seconds of the movie and then if the super preview ends, the Nerds want the early adopters to want the incomplete preview, that's what they came for . the tension could be even better than what they showed us, so in all these things the lesson is that you can't go out on Amazon, it can't be faster than a click, it can't be cheaper than Amazon, don't try it. in a different direction, yes, the person behind you is fine, so first the questions about marketing to specific demographics.

I'm going to put a gap between demographics and psychographics. Demographic data has been around forever, it's what it sounds like, what I can tell from the census. your gender ages things like that psychographics are how you act what you want what you think psychographics are worth a hundred times more than demographics there are 80 year old people driving pickup trucks in Maine with gun racks on the right rear if I use demographics I would I don't know because they're 80 years old and live in Maine, but they're out there. That's a psychographic thing. Now what happens with the Internet is that more people use the Internet than have ever watched television, but it is not a mass medium. a billion micromedia collection makes sense, you can't, there is no internet homepage when I worked at Yahoo, there was an internet homepage, Yahoo's homepage was sold out for a year and a half people The people who bought it were buying a brand and they didn't want us to tell them how many clicks they got because then they would have to tell their boss that they were buying a brand.

It's very difficult to do now because it's micro, so you have to pay more for the psychographics you're looking for and you can be very very specific, so for example, I don't know if anyone else here is a skateboarder, but I discovered Jeremy Ranch that has skate skis at one exit and is empty, don't go. I liked it, empty. but I don't want them to go out of business and I was talking to the manager, he's a really nice guy and I said what are you doing to spread the word and he said we're doing a little bit of this and a little bit of this and we're going to buy all the Facebook ads to the people who live around here.

I think Facebook doesn't do its best work like this. You should buy Facebook ads at any price in front of people who also follow your na or tune in as you pronounce and me. I've also seen this and I've also bought it and I live in these six zip codes because those people are worth five hundred dollars each to you, the people who know that a broken leg is not worth psychographics, so the idea here is that it's hard to pay more for correct psychographics, but if you approach it as a brand marketer who is used to media, it seems incredibly expensive, except it's not, and that urgent message for every online direct marketer is that you should take the test, you should take the test, it's free, no one cares. your opinion your opinion should be we will try it if someone comes up with a bad idea we will try it it costs eight dollars we will try it that psychopath is how you always get ahead the only thing I have to add is if If you try things on the Internet enough, you will create a site porn because in every a/b situation, the instructions will continue to move, so you also have to be very clear about what our brand is, what the change we are looking to make is, who they are.

We are here to serve because when we can make the numbers go up by doing something it's not like you should say no because otherwise they'll just run you over, okay, yes sir, in the beard, and then we'll go there. Could you be? You don't use your example, but give me a super specific case that you'd like me to give you non-traditional advice on. Well, let's get back to the positioning grid, but before we do the positioning grid, we'll say the challenge of trying to grow an SEO business is that there are only two types of people in the world: people who know they need SEO and people No, and people who know they need SEO probably already have someone to help them, so if you want them as clients. you have to get the person they are currently working with fired.

People don't think they need SEO. You have to persuade them to do it. That's a big boost, especially for a small organization. That's where we come into this. What is that you are looking for people who are looking for you in that moment of change, so when I look at the positioning grid, the number of axes that are available to you is enormous, so there are people who say I like to hire companies that they specialize. in what I do there are people who say I like to hire companies that don't specialize in what I do because my competitors don't know them to the extreme, so you could be number one for dentists or you could be we've never had a dentist before If you want to come be our dentist client and we only work with one person per industry, you better hurry because if you don't sign up, the dentist next door will sign up due to tenshun shortage, so those could be two axes when I look at these. axes up here there are some people who say I have thought about this, this is the main driver of my business and I also know that it is worth investing in things that grow.

I'm the type of person who wants Fifth Avenue real estate, not New Jersey real estate that's a mentality there's someone else saying and I'm not really sure about this and I'm the last one to feed what your price is because I have an RFP . I'm asking 20 people to watch it and you say you're the cheapest and when you look at these axis positioning grids that you're going to put in, we're the fastest, we only run a campaign every six months, it's worth the wait, They are two extremes that you must find, where can you? make a promise that is true that you are going to own a corner, once you do it it will be much easier to imagine who you are here to serve, so think about FedEx when FedEx launched.

I know most people here are old enough to be 74 when FedEx launched the idea of ​​putting a piece of paper in an envelope and someone across the country tomorrow for 12 dollars was crazy because it only cost them 12 cents to get it in three days , so FedEx first had to find people whose status would change. I wondered if they could send a letter quickly, not because it had to arrive quickly, although that was their slogan, but if they acted like it had to arrive quickly. So when I worked at the software company in '83, I can vividly remember this 45 FedEx. envelopes ready to go every night because we were in a hurry, we're not going to wait for a stamp, that's what FedEx was for in the beginning, that's not what they are now, but that's where they chose to be, so yeah, I get it.

Your SEO could very well work, it could work better than other people's SEO that's not the question you ask what story do I tell my son myself my boss my coworkers about why I hired you that's what you sell we had a person there and then Come back here yeah, okay, amazing, delight, inform versus thought leadership. I understand it versus validating exactly. Did you read Kevin Kelly's book 20 years ago 25 years ago about the future of the Internet? It's free keh keh org all in one book Don Mike clever, all I had to do was read that book and display a paragraph a week for years.

I was cool because everyone was like, "wow, really, that's clever." I was just picking up another idea from Kevin along the way and there are maybe a dozen of those that could make up 80% of my output and yes, I was the one who named permission marketing and I was the one who named the Purple Cow, but other than that Of that, I don't think I was the first, very often the first is overrated when it comes to bringing an idea to the table relevant, generous and persistent, those three pieces matter much more and often someone stands up and says that bitcoins will sell for 19 thousand dollars a coin and when they were a hundred, but that person was not persistent, they were. something strange and not very relevant.

She didn't know where they came from and they certainly weren't being generous about it, so even though someone said that when there were a hundred she should go buy some, most people weren't right, but it didn't matter that she was first because they didn't believe her. , they didn't trust her, she didn't have that influence to show up and get the job done, so that's where I think all of this intersects with a lot of things about a thought leader. my desk and is rarely the work of years of persistent generosity. I have this one idea that is my traffic and that is very strange.

Yes please, then the passion to create a ruckus. Well, I'm not sure. You probably saw there were a lot of kids in the lobby, six-year-old kids, they just want the fuss part, right? It's the thrill of the interruption that fuels them. I think I had a lot of that when I was 20, oh, I could break something and do it. a little better, it was fun, but soon after I think my turn was if I'm sitting in a restaurant, it's very drafty and the door is open, I get up and close it, some people don't and that doesn't meanI'm a better person, that's just my habit and that's the way I feel about the work I'm doing, if I see a worthwhile cause like yours that is saving so many people and I can talk about raising of funds in a way that helps you raise more. money, how could I not and that is what I am spreading here: you are in the moment of the revolution that is happening today and in 20 years it will not be like that, it will be different, so what did you do?

During this revolution, that's what I feel is my obligation and I'm a lot more tired than I used to be and you know, Energizer Bunny doesn't last forever, not even the commercials, but seeing what the people I've taught teaches other people is fuel. that keeps me going because I really believe that we can improve things, we don't have to run to the bottom, we don't have to say that Iran was right and everyone should have an armed security force, we can really improve things and if I can help with that , that's enough to get on another plane, thank you, yes, sir, yes.

I want it to drive away potential clients who would be interested. I think I can explain why it's a very good idea. Can you start if you want? I will tell. You, how did they do it, Airbnb, right? Airbnb told business travelers for years. No, they may not even change the sheets. No, no, don't come to Airbnb. It's not for you. No to the cheapest route, we have a code of conduct, you are part of a community, don't we like you leaving? It's not for you now that they grow and are the largest hotel chain in the world.

We're doing all these other things, like guaranteed prices, authorized, blah, blah, blah, so it's safer for someone who's not a crazy pioneer. Jackson Hole Wyoming doesn't have money stuff in the way of rabbit trails, as far as I know, two families are saying. with four year olds please don't come we don't want your four year old on our mountain it's not for you here is the phone number for Beaver Creek they would be happy to see you this is how you build some distinction if you can say that Jackson Hole is for people who want to do death-defying things off cliffs, so don't close those slopes because those slopes are the reason you're there now.

Most people will come, they won't actually go to that slope. just like knowing that they could, that's what they sell and again when you see a brand of distinction, that's how they start, they start saying there's a certain mindset, a certain psychographic, and when they see what we do, they count me in. . and then you delight them, which is hard because they already know the trip you're on, they're signed up, you delight them and then they tell their slower friends and maybe they'll come to that job. Yes, please favor the example here. Use it as it relates to a minimum viable audience, but also for that school, right, yeah, fine, so it's implying will and intention at the beginning.

I don't think Duncan thought much about it at first, that Duncan didn't do much to make sure the right kids showed up. Bertin certainly did well on Burton snowboards that you would never see at first. days a Burton snowboard ad or a Patagonia ad that featured Gwyneth Paltrow because if you had done that you would have completely confused who she is, what message I'm sending about which state to which person and that idea that you can sponsor or elevate that if I have a YouTube channel, what testimonials are you putting up? Who are these people who speak for you?

They ask me to publish their book mistakenly believing that an advertisement sells books, but what advertisements do is that they make the author feel safe, etc. I like to make secondary authors feel safe, but it's a silly way to spend your time, but if Bill Gates mentions the book as one of his eight books of the year, suddenly Bill Gates is sending you a message. his followers, who you talk about in this book, will make you look more like Bill Gates, so you choose where you're going to go, not because a lot of people listen to the Joe Rogan podcast, don't go to the Joe Rogan podcast if you don't.

I don't want to hear Joe Rogan's listeners reach. You do a lot better on a smaller podcast where the right people are listening in quotes because they can carry your flag because it's going to help them achieve that. So why does the jersey have status? It's just the clothes, some t-shirts have status among rock climbers and some t-shirts have status among skateboarders, it's totally different people, same type of garment, so you can make up the fabric of your story and let people wear it to the world, yes, sir, it's okay, that's right. It is important for me to be clear.

I'm not telling you how to be in the world. I'm trying to help you achieve your goals. If your goal is to scale then I can give you advice on how to scale if your goal is to be a freelancer with clients your doorstep that's a different goal don't do things at scale you'll ruin it that makes sense so there aren't clones of me writing all the time on the background and if I'm on stage, I'm on stage. I'm going to do this 15 times this year because I want to do it that way by hand. I'm not trying to climb, so I have to keep track of the right thing, so if you say your comfort is when you feel secure in where you stand and that there is no big surprise, whether positive or negative on the horizon, you're in the right place, but don't expect to get picked because Oprah won't call you, write that down for old times.

If you were average enough, you could go all the way in and come out the other side. There are Kraft singles and Heinz ketchup in more refrigerators in America than any other product because they are the most average. My argument is that you can't do it. that ketchup is no longer sold from now on not even a brand of sauce, many brands of sauce, if we look at beer, the number one best-selling beer in the United States is now another if we take the top 10 Bud Lights there, Miller turn on there, but of the top ten, number one is the long tail, all added up, so that's our future, that's why something is worth standing up for, yes please, sure, so this is a really challenging dynamic which also manifests itself in consumer products, so I will start with the consumer and I will move to b2b.

I'm told that if you get a good haircut, people will say it looks like you got a good haircut, and then you'll instantly tell them where you got your haircut. It is very rude not to do so. So if you're a really good hairstylist, it's easy to grow your practice. On the other hand, no one says that you look very relaxed. Did you get a good massage? No one says that, so no one tells anyone about where they got a massage, so it's very difficult to develop a massage practice because there's one thing you're supposed to talk about and another thing you're not supposed to talk about.

If we look at the growth of something like LinkedIn or Facebook, why did they grow so much? fast they grow very fast because it works better if your friends use it, that's Metcalfe's law, that's why there are fax machines, because as soon as you buy a fax machine, the first person who had a fax machine can't do anything with a fax machine. if you're the only one who has to tell everyone you know your lawyer, your account, get a fax machine so you can send him a fax and so it spreads, so what we see with things like software as a service is that certain varieties of are designed to diffuse because it works better if other people are as relaxed is the example of this relaxation in my office if I'm the only one who's relaxed it's a bit lonely so Stewart designed it to do what he did now he has to do it Figure out how you want to run it in the future because you won't keep doing what you did on the other side if you have software that will give your company a dramatic competitive advantage that will disappear if your competitors get it.

Also, you're definitely not going to talk about it and my point is that if you're trying to build a business to grow, don't make software like that or if you're going to build software like that, the secret is to pick a player. by industry and charge them a huge premium, so when NutraSweet first came out it's a true story, plus a friend of mine worked at the company, the NutraSweet housekeeper, they had the option of going to Coca-Cola or Pepsi and getting them both buy it or you could have just gone to one and said we have this thing patented and your competitor can't let you bid against yourself, interesting options along the way, so the punchline to that story is that a manager committed a error in the final. ingredient and the final contract and added an extra zero to the price per pound of one of them and they were so eager to get it that they signed it, so she increased her profits during the two year window because I play factor 10.

Good day for her. Anyway, what else do we have? I'm wearing you out. I always do this, yes, right or wrong in using metrics to grow. Sorry, so let me give you an intuitive one, which is Red Bull, so there was no red peak fifty-fifteen years. Recently, out of nowhere, it is now a multi-million dollar brand, how did they do it? Did they do it by sending a coupon to your house? No, they did it by things like paying bartenders to serve Red Bull and vodka drinks to high-status customers in public. They did it by sponsoring sporting events that had no sponsors so that people within those circles would see them as the first. to adopt them, because who else is going to a rock climbing competition outside of Cleveland?

A certain type of early adopters, well there's the Red Bull van built on top of a mini it has an unusual look what's your oh I don't know well CEOs in Thailand we were just going to spend the money find out because the profit margins of the nineties and five percent are not paying? the ingredients you're paying for how it feels to order a Red Bull, you're paying for the caffeine, after you drink one and that Head Start lets them cross the chasm and, oh, there's a hundred people who want to be Red Bull and they're outside the easy tactics because Red Bull took them, but they were not easily measured.

Compare that to the mattress example I gave you, so my mattress bit the dust. I bought a new mattress, that's the one I bought, that's why I put that photo up there, it cost nine hundred $50, a good mattress. I've seen your ad four thousand times since then. Everywhere on the Internet I go, there is their announcement because someone in some department said we can look at the metrics, we have proof that this is being built. Blah, blah, blah, blah, because it will lead to a conversion into blah, blah, blah. Number one, you're not doing it right because I already have one, but number two, that's not going to be a long-term strategy because all you're doing is drinking. maximize your margin and give it to an algorithmic middleman, there are other ways you can do things that are memorable, because if your ad and your competition's are the same except you can swap logos, you haven't done anything to build your brand and What I mean is that you feel safe, but you will never get where you want to go, so what gets you where you want to go is making ads that people don't like and that don't work for some people who are hard to forget . fix a problem i had even before you came along no ads saying we raised a ton of money please buy from us because our forums are angry those ads don't work well we have time for some more yeah so if Whole Foods wants Let's cross the chasm and remember that Walmart sells a hundred dollars worth of food every time Whole Foods sells 50 cents.

There is a big difference. There we are all in this little bubble, but Whole Foods is not a mass market retailer. Whole Foods. It's becoming an everyday supermarket for a certain group of people, but for a long time they charged a premium by catering to early adopters and people who saw status in paying an extra 50 cents for an avocado, but to get it from where they needed to go. Kroger's wasn't something Whole Foods could do on its own, so they had to accept the fact that there were specialty retailers and they would be constantly under pressure as all the other supermarkets came online, which would give them a geographic advantage, or We had voice and vote: we had to grow, go home and the easiest way to grow was to talk to a company that thinks carefully like a mass marketer and that Amazon's secret is that most people don't realize that Amazon is very good. better than anyone in history who sells everything, but they are not good at selling anything, they cannot promote a product in a way that generates excessive sales, like Neiman Marcus, Macy's or even Bed Bath & Beyond can count as Bed Bath. & Beyond puts out a ridiculous little nail clipper with an LED light that triples its sales.

Amazon never does. An Amazon algorithm does this across the chasm to the other side and that's what they will do at Whole Foods and continue to do. It will pay for itself as you go, they made a profit on the acquisition, their stock went up enough to pay for everything, so if your goal is ubiquity and your company's original name is relentless calm, it was exactly the right thing to do. what else.here well well yes please until the end my biggest failure without a doubt are the things I have not done and the most expensive was in 1993 when a co-worker showed me that he had one of the first Internet companies. my coworkers showed me this, they said, this is the world wide web, I said, that's stupid, that's slow, there's no business model, I don't want to see it again, what did that cost me five billion dollars?

Very easy, it was expensive, but most of all it is It's not just untapped opportunities, its people and unseen changes because I was in too much of a hurry to be right and didn't see what was possible, so I try to remind myself of that and then the change I have done since I sold. My company for a while is: I don't want to be a large-scale entrepreneur. I want to be someone who makes things, so I see a lot of interesting opportunities. They have seven business plans on my laptop that I will never build. because I don't want to do that and I know someone else will.

I prefer to be able to spend time teaching or opening doors for people who can go places I can't and don't want to go. improve things so I am aware every day of what I am not doing, those are my big failures and I know it, but it is a big question, yes sir, okay, so this is the challenge of industrial education because the educational industrial complex is real. It is 100 years old and is sustained by the fact that all parties involved benefit from it being the way it is, so you have compliance because factories need compliant workers, you have certification because that guarantees that certifiers can maintain something that looks like status, you have bureaucracy that wants stability, I mean, it goes on and on and on, sorry, so I think it's good.

I wrote an 80,000-word manifesto about this called “stop stealing dreams.” It is online. There is also an 18 minute video. that you could just see, that's easier to see because it's 18 minutes and my argument is that parents should ask what school is for and not school boards should ask what school is for teachers should ask what school is for kids who finished 10 need to ask for which schools, we are not asking the question and if we all agree that school is for compliance and debt then I'm not going to fight with you about it but we won't even ask.

I think school is about teaching kids how to solve interesting problems and teaching them how to lead, and on a typical school day we spend 90 seconds on those two things together. I think organized sports are designed to continue teaching kids to comply, not to lead. list, so for me, the idea of ​​putting this idea into the world begs the question is how did I get to the path that I'm on from time to time, the schools that I run, the alternative MBA in marketing seminar and the rest, That's what we don't have exams we don't have homework we don't have compliance and it's peer to peer and we're seeing how people change.

I just haven't figured out how to do it at a scale that I'm happy with yet, but it's not just For me, there are 10,000 people showing up to say there's nothing happening in that classroom in real time, which is super expensive, that belongs in that classroom in real time, the way it's being done, an educational fund is being spread and we're seeing it spread and when it spreads extraordinary things happen and the last riff I'll give you on this Nicholas Negroponte speaking about opinion leaders Nicholas invented the smartphone inventedGPS invented a bunch of things you had no idea someone invented at the MIT Media Lab and left there a couple of years ago, after 25 or 30 years, which he did was to fill two huge wooden boxes, one with Android tablets that had been carefully prepared and one with large solar panels and they went to a village on the outskirts of a village on the outskirts of a village in the heart of Central Africa and said that two of the elders we can do this and the elders said yes in the middle of the One night they dropped a box and had a tablet for every child under 20 and they dropped the solar panel to recharge and the kids figured out in one day how to use the tablets, even though they didn't speak English, they figured it out and I'm misunderstanding all these dates and statistics, but in about a week some of them had figured out how to read in two weeks they were teaching the other kids to read in four weeks they had figured out how to program the tablets and undo the blocks in the video that had been put on the tablets, they had hacked all the tablets to be able to find the video lessons correctly and I don't know or don't know, there was no teacher in the room and this dramatic change happened and a of the reasons was there.

There wasn't a corporate energy trying to get these kids to buy something or feel bad if they couldn't, and most of all, there was this human need to connect and learn and teach, and that fills me with an enormous amount of optimism because we don't need more stuff. , we spent more money last year in America on storage drives than we did on movies, so doing more stuff isn't the point, it still has to come back to what influence we will use to make things better, okay, leave me alone. do two more and then I'll hit the road, someone wants to help us finish, we'll do that right?

Yeah, it was okay, all yours, okay, so I used a couple of words that I'm not sure what you were when I say authentic, what does that mean? So when I hear influencer marketing, what I hear is paying someone to speak on your behalf who wouldn't do it for free, so it seems like the opposite of what you mean by authenticity, and again we see the market as short-term. or destroying things that didn't need to be destroyed before we got there. I think authenticity is dramatically overrated and people don't really want authenticity, they want consistency, they want promises made and kept, so if you need shoulder surgery, I don't want the surgeon to show up on the day of surgery, so yeah , I had a fight with my husband.

I really don't feel like doing surgery. You want her to do the surgery like a world class surgeon, that's who you hired. An authentic and consistent world class surgeon who does not share his inner feelings with me, so there are some small pockets on the Internet where inner feelings are the currency, but in general I think that what people want is what we are promised . I also don't think you have to be four years old to design a toy for a small child. I believe that empathy is possible and that great toys are designed by people who are not 4 years old, so where this leads us is that the Procter & Gamble of the world that they have built on television have been persuaded that the Internet is like TV but free and they're freaking out because they can't get anyone to click on their Tide commercials why were you and your business built to work on TV?

It won't work in five years there won't be something else to take its place and some of them will be people who want to be deceived, manipulated and pushed with a final sale coupon code every night, deceptions, could marketers do it because works? It works because some people want to be done well and that's a shame and we need to educate more people so that that's not the case because then they end up in debt and behind the eight ball, but in the future, the early adopters, the opinion leaders, the people who can change the world, they don't just have five hundred people reading their blog, they have a million people reading their blog, earning their trust and attention, it won't happen because you bought them, it will happen because you made a product that was better and that's my hope because if we all work to make things better, to spread the word unchecked, it creates a virtuous circle that could lead to the kind of stability we're looking for, thanks for ending on that note I appreciate the work what are you doing, thank you very much for you