The TikTok strategy that’s printing MILLIONS right now… (ft. Rob The Bank)

the point of this conversation is this is a gold rush and who knows how often these come around how much revenue will your brands do using this tiktok model this year hundred plus so five brands you're gonna do over a hundred million this year and this is the playbook you're running across all of yeah so what's an example of one of these videos i think this video had made this good close to fifty thousand dollars the single video what you said in this video will make people millions of dollars all they did was just try to act on it millions are being printed on tiktok show what are the mistakes people make my advice is being an observer not a consumer that's the best thing you could do let's brainstorm live a hundred million dollar tiktok yeah i'm gonna show you something that the world is never gonna see but i'm gonna show how serious i take this i feel like i could rule the world i know i could be what i want to from at all in it like a days off on a road less travel never look i has anyone ever wore cut off like this before and the first one to bring the gun show down around and so i was just thinking like i've watched a lot of these and i've seen a lot of guests and i was like like i'm different a lot of ways so might as well visually capture that you know like a statement you were early to the amazon trend mh and you took five thousand dollars you turned it into a thirty million dollar company you sold and what you told me was basically that this now is the first and biggest thing you've seen since that amazon opportunity is that right it is it is and i've looked for these i didn't appreciate it in the amazon era but i looked for these moments in time where you don't need a ton of start up capital you don't need to raise money and you can basically just find something that works a system a platform latch onto that and create something of substantial enterprise value and tiktok represents that so what i wanna do is i wanna go through the big idea so why why people should be carrying about tiktok right now what you see is the like the big opportunity and then specifically what are some examples of people that are crushing it how are they crushing what's the playbook and then where are the opportunities that you see that are still open that are think anyone could go do so that's my game plan absolutely so top of the funnel here fundamentally people don't appreciate what's actually happening with tiktok like like shop is a component of that that's the center of their model but you think about even restaurants you think about google you think about facebook meta ads like all of the there's a paradigm shift so a good example my now ex wife and i went to tokyo like a year and a half ago and if we went five years ago she would have gone to google to search for restaurants she would have yelp now she goes on tiktok and wants to visually see what is going on right the shopping is turning more live all of these things are fundamentally changing even the creators of this slash generation the influencers they're coming up off short form content we all know important you know clipping and and all that stuff is by the way i i read that thirty percent of jan z primary news source is tiktok yep it's so and then same thing circle primary search engine so in my company we did a little folder there we were trying to work on our google like search result yep and i was asking our employees i was like so when you google for this what do they go i don't really google for that i just go to tiktok type in the name and then i whatever comes up on tiktok is what i use yep that blew online because i wasn't using tiktok as a search engine yep and that that's the paradigm shift and that's that's the opportunity because it's so early and it's i don't like the word like game of viable but when you just think through these new models and like how information is being shared that's where the brands of the future are being created that's where the artists of the future being created that's where like fashion design it's all happening through this new means of distribution right by the way this happens in everything so i don't know if you ever heard the story of why obama was so successful when needed his first presidential run you know the story just tapping into the social media and all that it was kind of social media but he got this big grassroots movement going from two reasons one he was one of the first presidents to build a huge email list at the time president the people who were running they were doing you know fundraiser they were doing tv they were doing you know traditional interviews but they weren't building an email list and he built a giant email machine before anybody else and then he started using social media on top and he basically hired people trump did the same thing when trump won in twenty sixteen even this year when he when he won he raised way less money than his opponent right he the first time way less than hillary this time way less than kamala slash biden and in both cases it was because he was using a different marketing strategy his his was all facebook and and online and the others were doing all like traditional tv buys commercials stuff like that and so when you see this like you said paradigm shift it's like the new marketing opportunity if you can bounce on that that's where you can get rich can you quickly just say like what you saw in amazon and when that was back in twenty what was it fourteen or so yeah and i'll go from that to now like the numbers we're seeing the difference in terms of like ro right and it's challenging for people because it's happening so fast like i think a lot of people still think that you know digital marketing is the new paradigm and like actually it's like all the way over here now and so amazon's a great example i remember seeing brands like billboards were of huge strategy back then i'm like i started by working with brands that's all i got my start as like a consultant helping them sell on amazon and i'm going guys you're spending fifty thousand dollars on a billboard campaign and when you give me five grand to spend on amazon you you're you're having trouble tracking that but right here we're making five dollars for every dollar spent and this is me as a twenty two year old kid they're like acknowledge this is the way it is or like you know we're gonna double body building dot com needs these or or or you know g needs these and by the time i finally it probably took me like a year i'm gonna these guys are slow right at first you think you're dumb yeah so you realize they're dumb you're like y keep putting a dollar into this magic money machine and five dollars are coming which is a five x this is cool ro for people don't know ro is return on ad spend so it's for every dollar i spent on marketing how many dollars do i get back out in revenue yep tv billboards you don't really know right the famous advertising saying is half of our advertising doesn't work problem is we just don't know which half and like and actually for a while cmos didn't mind that because if you can't track it you can't be held accountable but then facebook and all these guys came and then all of a sudden every dollar you put in you get a like verified amount of how much revenue you're getting out of it now you're held accountable but that also presents an opportunity yep just for a kid like you you're like alright it if this works it's invaluable this is just working and i'm getting five x for return on my money and so now what we're seeing what happens over time is that compresses right enough guys like me do podcasts like this facebook ads are great damn podcasting but it shrinks the margin and so like you look at like an amazon now which has been my you know i've doing ads on there for ten years now and like a like a one to one and a half for ro is like good in a hot category which is not profitable but you're you know that's where you're like okay repeat customers building the brand and so you have that modeled as like that was the last couple years and then tiktok comes along and that organic algorithm is so damn good and then if you this where now it almost goes back to the billboard era of like actually tracking becomes a little more difficult but we're seeing just money spent on this this system which we can get into a little bit later but this system is like seven eight x minimum return versus a one x ro as and upwards of like when when i first did this with you know jimmy eighteen months ago it was like thirty x know and then the question was how can we spend more i mean it's like pe for marketing right like if you're gonna get if i can use this channel that not everybody understands this playbook that not understands and get seven x or i go to facebook and amazon i get 1x x one point five x i mean that's like cheat codes in the game of business can you give people a sense how much revenue will your brands do using this tiktok model this year so directly attributable to like tiktok shop we we modeled probably like forty ish million and overall the halo effect of all that hundred plus so your brands which is what yeah three four roughly brands or how many how many you running right now five that i either own you know majority of or or a meaningful yeah mh so five brands you're gonna do over a hundred million dollars this year and this is the playbook you're running across all of them yep yep and by the way how old are these brands one or two years old it it's actually it's unreal and it it don't wanna say things stressed are scaring me at this point but it's one of those things where it's like alright we gotta see this through because the point of this conversation is this is a gold rush and who knows how often these come around right so i feel like i'm getting to go back to my twenty two year old self and saying hey like this is gonna be really big you know focus right now do the right things execute you know and and and that's where we're at is that a conversation you had with yourself back with you were twenty two and and the amazon gold rush was happening i took it really seriously but you don't know what you don't know right and and just i didn't appreciate like who knew private equity was gonna come in and value all these brands and who knew that amazon was gonna grow to that extent it was still kind of a discount site when i was first on there that's why brands didn't wanna do it you were in the supplements category and you said the way the supplement game worked was you had g or these like retail stolen if you wanted to be if you wanted to win in supplements you had to win in retail mh and then you're like amazon came around and changed the game because now you have this online retailer and suddenly new supplement brands could win there where you couldn't get on the shelf at g exactly if you were saying now the same thing's happening to amazon basically exactly there's the new ones coming in and sweeping the rug in creating the opportunity where baby you weren't going win on amazon now you can win this new is that right that i heard exactly right it's these continual paradigm shifts like amazon it was you know there's brand bp sports who was number one in g c and then i just remember seeing that flip where amazon all of a sudden was like fifty percent of their revenue and then they didn't focus on amazon and then there were brands passing them up right and so the brands of the future were born on that digital platform and amazon was another they're facebook ads their other digital means but we'll call it the e commerce era and now it's happening again with like the short form discovery era so it's much less about what does your website look like or this and that's it's like how are you optimizing for this means of information destination and you know i think when most people say gold rush if you call ten things of gold rush then what's really a gold rush but i feel like you genuinely believe you're like y this i'm not talking fucking around i'm serious right now there is a window where something can happen could you like make your pitch not to me but to like the next rob who's who is twenty three twenty four twenty five thirty years doesn't matter what age but like to be like y take this you can even just direct a camera like what's your message to that person about this yeah i'm gonna hijack i'm gonna hijack your your friend here many how many businesses a day you think ben looks at just in general ten to fifteen a day a day yeah a day so he's constantly looking opportunities and he sent me a text and he goes oh this tiktok thing really does seem to be the best opportunity to go from like no net worth like one to five million with no skills no background no tech whatever and when he sent me that this obviously i accept my opinion is gonna be biased i do this every day but when ben sent me that i was like oh okay i know this is real and then you look at our own you know like we're doing this our our company growth even though we have skills when we're doing this a while but to go from zero to you know a hundred plus million run rate is actually insane with no you know which we're not raising it's we're profitable like super profitable you've boost bootstrap these right mh like you know a small investor it but you didn't take our money for the money you just no we love it just why i just want us to go board alright so let's let's stop teasing what are the brands like tell me some stories like i i don't live in this world you do tell me some stories of some brands that are crushing it what are some examples that make this real one day i think we could start with is this company russ research and this guy had a little amazon experience he's twenty seven and this is like a a nine figure play and and i i i just couldn't be more excited for him and so i'm like you know hype it up here but he reaches out to me two and a half years ago before toss even taken off and he's like hey i'm thinking i'm starting to supplement around amazon he picked the right category he's like longevity is getting bigger he gets on amazon he's doing alright and then tiktok comes around and he he pours all in on it and two years later i believe this month you know he'll do it'll do north of like fifteen million dollars between all online this month this month so what is the product what what do they do research na root roost research and it's that like you know it's that every couple years a new supplement category comes along we're like this might have long term staying power collagen was the last huge one you know four billion dollar exit vital proteins to nestle and he's betting on that and then he went all in all bootstrap no raise money not even like he hasn't revamped the brand yet if you go look at it you're like this looks a little like you know it doesn't look like a multi hundred million dollar thing but that's what he's building so i'd say that one so spotted the health trend really early enough not like the first guy but early enough built a good product in that space you said he went all in on take you know figure out take tiktok what did he actually do to make it work on tiktok he tapped into this creator model so should we go to on the playbook so yeah if i all these ideas they have a playbook yeah what's the tiktok playbook so it's important to preface it with this everyone is used to youtube instagram like where your followers matter right like you have an instagram following a million people that's valuable tiktok shattered that and you have to look at everything through the lens of views you start a brand new tiktok account i do we walk out of here we start a new tiktok count together we start a video of dancing in the street that could get ten million views right and so that's the center of this whole model swings at bat screw your your brand page like russ doesn't have a brand page right that they might run ads but the key part of the model is how many people can we get creating product specific content for the brand like an army instead of one influencer becoming kin kardashian or the rock or whatever and instead of i will become famous to get a lot of followers and then sell product what you're saying is the new model is an army of people need to create content and then it's just the content wins one of those pieces of content needs to pop in order for this to work yep is that it yeah exactly and the first big use case of this before product was tape like that's how he can we say that who say that that's how he he broke the internet not even like intentionally but he had affiliates making tate content right so he's not taste on on tiktok but he has five hundred hungry little minions who love him and he was paying them or they were just inspired going on yeah was an affiliate commission back to make more videos for him so like like you could get people paying fifty dollars a month by making this content he created basically like a content ml almost pretty much yeah know exactly so he and well was it i mean that's kinda of genius of him to do that because no other you know we were content creators podcast or whatever if we create a content we just put it on our channel yep and it was just us or like we would hire people to create clips for us what but on our one channel yep well what he did was different he's like y here's a bunch of raw material run it you figure out how to go viral and if you do i'll pay you what per view or what was what was he doing per sign up they got back to the community that would teach you how to do that i mean right and the end result was most googled man on them on the planet right and and so now you see that everywhere streamers like aidan ross and those guys they they spend six figures a month paying on a cpm metric paying people to chop up their streams and put it out on a new i do that right with my my stuff like someone from my team will chop this up and you might see it right swings it back and so now take that same you say my team do you literally mean like my employees are you're like like both we're trying hit it from everywhere and brands are too like this is the fundamental thing how can you get as much good quality swings at bat as humanly possible and sometimes it's freelance people and then sometimes it's internally it's a little harder on shop so beautiful because the model itself incentivize it without us having to change hands you know like internally i'm trying to figure out metrics like you know see like all that right whereas if you have talented creators they just go and that that was mutate too it worked it fed itself the the economics fed itself so shop feeds itself so just to explain instead of just sending it to famous people influencers or random people what happened was certain people realize oh shit i can make money doing this so instead of just doing it at once what if i made five videos a day yep what if i started picking brands that i thought would perform well and they started making five hundred dollars a month than five thousand dollars month you have creators that pay how how much is like the most successful creators make per month just creators they don't own the brand they don't buy inventory they don't have to run the operations they're just making tiktok what do you think but what do you think i i've heard that like there's like twenty year olds that are able to make a hundred grand a month yeah like like yeah like like a lot and and and way more than you'd think i was at an event for one of our with you the group that own a little piece of and we've had twenty seven people make over a hundred thousand dollars in a month as freelance creators and the important part is these are not influencers like jacqueline i have a youtube video with she was working as a server eight months ago making twenty bucks an hour and she made like a hundred and eighty grand last month and what they did they go in the lab and they're basically like alright i have to figure out what content can i create that will make this product you know interesting appealing to other people and then they get like they're making like thirty forty fifty videos a month most of them don't do well but a few of them start to well and they're studying and learning oh if i do this hook that grabs people but it's not converting okay what can make it convert better yep and they're just specializing in the craft of short form content no don't not too dissimilar than david og in the past figuring out how to do print ads that are gonna convert right all the great marketers in the past it's just instead of going to an ad agency you're going to these crater armies or young people are specializing in how to create short form content direct marketing yeah this means it's exactly what it is and and there's varying degrees of it there's like the innovators who can sit down the algorithms the algorithm you have to capture attention you have to keep them watching and then you know something to to convert and then there's the second wave of that whereas you know one of the innovators hits what's works and then there's literally five hundred kids that are gonna copy that same idea right i'll only make twenty percent of it but then what does that do for the brand right then all of a sudden you have all these videos going nuclear i bet you really show show me a video so what's an example of one of these videos that this is this is a great i think this video last i checked i think this video had made this kid close to fifty thousand dollars the creator the single video it and he he paired you know a modern thing trump like getting elected with the conspiracy and all this whatever just got into office one day ago and it's already going after one of the most predatory industries in the world watch this we have a public health system that does the hook so the hook was he first he's writing the news trend trump u instead of saying hey i a product i'd like to tell you about don't know starts by talking about trump and then he has this curiosity what what would you call it that get that information gap right where all a sudden it he went after to one of the biggest industries in the world what did what he which one u what's that industry and what did he do and then you hear in the background that mysterious it's the trending sound you know and starting today but you know what's crazy his buddy donald white was coming after the even how raw this is months ago he's taking a video of like an android phone yeah so if does you don't think this is an advertisement no exactly and and and everything now it is is shifting to that just raw organic like you don't wanna feel like an influencers selling you and that's not what he is you know like this is like this is a random dude making antonio story yeah okay what's he you put the raw material i just give that a little bit and you know the trump supplement things that you're defending on got damn white more social proof this is what all be interesting because around the same time they were trying to silence this dog this the scientists now so yeah had ran berg gets another famous scientist so they're building he's building this case for for something still hasn't told you about the product right fungus problem that lives up and through here and oil of oregano is the absolute best remedy for that it's anti antimicrobial anti bacterial anti fungal anti candida antiviral anti parasites and anti mold now i did some research and not only is so really you get the idea yeah and he doesn't sold you he's building this idea of oil oregano have been using and then at the end i believe he but i've been taking two of these pearls and cells like i'm coming down with something and then knocks that shit right out the only bad thing about this product is how fast they sell out is especially around piss so if you're sick of be sick and you wanna try these out for yourself and you see that orange cart right there that means they are still in stock and the flash sale is still live master tiktok off that's a master full tiktok out and give you don't marketing and you see it and you go yeah you forget like the average person sees that and they're like you know they're they're going to the coffee table and work the next day and talking about man you know like mold and fungus is everywhere and if i here you take this oil over oregano i do not got cousins that will send me a this yeah and they'll be like yeah you gotta start taking this yeah had the government's out to get you yeah the they have these like that conspiracy combined with you know in ancient times this used to be the way we do things u and then you know his last like scarcity call to action where he's like the only downside is they sell out so fast so if you see the button as orange that means they still have it just get it while still better go amazon stays it's on flash sale right now you know it's like did you see you know the the brand you're invested did you have anyone send you content from that at any point like just not only did i have people send me content from that brand which we we're when the the founder of doesn't want us talking about it alright but then also he's sent me video of other people creating videos being like i'm tired of hearing about this which is like the ultimate sign of respect it means it dominated tiktok so much which is like their their video was like if i see one more video telling me about this i'm not gonna buy your thing but like even that video had seven million views over the person complaining about seeing this so much which means mission accomplished we got six hundred million views in a month like that is an insane insane number and that was before shop how much did you spend that month to get six hundred million it it was a little over a hundred grand that that was before shop to so shop now is changing the unit economics i'd say like not in the favor of the brands at the of the day it adds a level of scale but now with commissions and stuff that was when we were like setting at amazon and just we're not even tracking it we're just like if we can get six hundred million views we're gonna be alright you know roger grand well it creates this amazing flywheel right because you hear about a brand a bunch on tiktok you go then google it and click the link or you go to amazon and you search on amazon it tells google it tells amazon people are searching for this brand name it up your rank there now you get organic ranking off of this social in addition to the direct conversions on social yep not exactly where do you go to find these brands that are crushing it this tool and this is the other crazy thing call data is directly plugged in to tiktok a ap data call data k a l o data d a t a like today if you go to the home page here you're seeing top products top videos so you can go look at like you could study you can study that's that's that kid's video i know him he's in our in our group but that was like the one of the top videos from last week you made it if you go right now to like the top products what do you see and they just it's like rankings weekly or how do they do this yeah so like beauty beauty and personal care you you can filter however you want so this is last are you are you in this list this is last thirty days we are in this list or top five and or not three four five and then i can if you expand it like we we have a couple products in the in the top ten can you talk about which your products are which products can you talk about yeah yeah i mean look a a really good example is but are we get keeping here or are you i don't i mean i you all stuff on instagram all the time so evil goods has been a really good case study of of beef tall and the you know skincare section how'd you decide to do beef talent all that was that was an investment and so what one of our students or whatever like saw that category as similar longevity like okay holistic wellness is obviously becoming huge people don't like toxic skincare this seems to have some good supporting like it has this like grassroots twitter movement less bet on that and so you know that's what we did and and pretty much and whenever you see the ability to market to fear like that big pharma or whatever it might be or in insecurities running yes whatever that that that would do well on this platform they just just period because people feel like they're learning something and so it checked all those boxes he came out with a crazy aggressive name evil goods is like you know we'll see because i could disrupt the ability to like go to retail and and stuff like that but at the same time like with death yeah yeah so supposed could be a liquid death exactly exactly so hopefully plan to fight on that but this thing has gone just nuclear what's your a cologne brand top shelf and so this ties back to my thesis that massive industries are overturned like in these eras i want top shelf it's like a passion project of mine but i wanna build a creed for gen you know creed like fragrance and it it presents the opportunity to do that so the way that cologne like i i don't know much lot about cologne but it seems like it's kind of luxury sold through retail traditionally yep super high margin like crazy margins is basically you know water and a little bit of essential oil or whatever and so how do you sell that how do you make a popular how did how did you make a popular cl brand and could you say like revenue wise what that's gonna do this year we've been doing we've been doing close to a million bucks a month so it's been it's been but it's it's a unique challenge for me that i like this ties back to i mean seriously everyone in this world if you're venturing into it pick something you like and see some area of disruption and make stuff for yourself like that that's really what i see it and as i've gravitate more towards you know we talked about offline by like high fashion i like design and so this seems like the perfect segue for me to go from consumable to something that can play in that world right fashion culture yeah exactly that exactly and so like like creed is relevant at like these big fragrance houses are relevant in in paris and stuff like that and so for me it's been i know it's long luxury because i've never heard of what you're thing must must be be creed or no no you probably see a cr ave is it's like a you know popular fragrance this sells for two hundred fifty dollars a bottle and so what i'm seeing that i'm going like i can there's a lot of walk through it so you're like alright i wanna go into cologne mh you could it made how where'd did you go to make it so i i had to hire a he's he called himself professional nose you know and it's been like designing and fragrances for god knows how long okay it's i'm learning just google the sky or how'd you find it relationship throughout other business partner he had done skincare before and the guy was like a known down in the industry charges an arm and a leg made one good product don't think i like it so i'm like how can we build this out internally and i've learned more about the industry like what you know what smells actually fascinating like like how these people feel and what what's fascinating about just like all the different you know mechanisms and mixes and like like you go to abe you know exactly what it smells like it's like it can be a signature of branding it can be a signature of a of a person you know like it's probably like the least used sense in marketing so like thousand percent but do you think about like a a fresh pair of nike like that that's intentional right and like new car smell new car smell and and and so it's just been a fun avenue to learn and far from a expert in it just to be honest like we have the one product we're moving well with and then we're trying to build out tell me so you so you went to the nose mh knows make something for you that's what you use or he so you didn't like it so he he he actually made us eight different samples we we chose the one he wanted to use we blow it up we did seven hundred grand our first month it just gets murdered with bad reviews people hate it like hate it and so now of a sudden i got you liked it or no no yeah do yourself for like one star yeah and and i'm kinda i didn't hate it i didn't hate it but i wasn't like oh i would i would wear this and and and at the time with genius i was really big on making products for yourself and like being all in on that and then we have all these things going nuclear and so some like money right where's some money ninety dollar auto make something for myself but this time it's money instead of product and and honestly i blow up my face a little bit and so we revamped on the the second one and and had to you know it's a it's a winner and like it was very methodical and so that's the one doing like a million bucks a month but before i made a billion a month the must be in a dollar a so how did it what did you do initially to get that to work so you go to the creators that that was the nice part the the first fragrance we got the playbook like the angles that worked and so good marketing bad product yeah and so so what was the angles that work give us an example for that that's another one it's it's huge in this this gen z era i i don't like saying gen z actually it's tiktok person and and male there's a billion users on there right so it it's it's a disservice to the app to say it's just gen although that's where a lot of these ideas per from but the like the self improvement and dating and all these little boxes that this generation is trying to check are hyper relevant to smell like like that's a thing in their world like how do you smell around the girl you're trying to to talk to very easy fear yeah what what's the name of your thing i heard lost her loss u where did that come from that's genius it's actually i went through this whole like drake care out of my personal brand and he has an album called her loss it's like don't reinvent invent the wheel he succeeded what would be like a killer hook to sell that corona they do actual skit so i actually actually one that that worked really well is we have female creators do it and they started calling it like pussy magna juice if you got do that guys my my boyfriend came home in this or whatever you down and really high converting stuff there's a story so i did a podcast it's got cl do you know craig so he monster he told a story of like og marketing the super relevant for this so i'm gonna retail it because his episode is gonna come out too but he talks about like one of the greatest headlines he's ever read in marketing he goes he goes i have four for you and the first one he told was he talked about this headline and he goes here's the story this guy a famous marketer he's one of the best he's known as one of the best marketers on earth and this hollywood actor hits him up and he says my wife wants to launch her own perfume brand will you come and help us with the marketing of it so he goes he meets the wife wife says i wanted do goes say no more i will make this happen and he goes and he starts studying fragrances and he goes to a mall and you know the guys at the mall who are like you know had like a make your own fragrance thing like know you have all these oils you can mix your own he just asked the guy he goes what's the number one fragrance that women love and he goes oh sir easy china musk and he goes china musk he goes yes china musk smells that smells good so he takes it and this is like you know he's only a couple weeks in but he doesn't go back to the hollywood wife he sits on it he's like i need to make her wait for her to value this i need to make it feel more important so after three months he comes back to goes i'd like to meet you i have something for you she goes okay what you got he goes i've traveled the world i've tested you know thousands of things i've studied i've talked to everybody and i found it i found the greatest fragrance for you she smells a china musk she's like this is perfect in the meantime goes to a jeweler and he goes i need you to make me the fanciest bottle you can come up with for this things like this like whatever diamond shape whatever and so he comes up with this beautiful bottle he's got china musk and then he tells her we're gonna do a launch and she goes yeah we could do it at this like small place and he goes no no we need to do it somewhere bigger how about the the crown plaza hotel and she's like that's huge like we would need how you know few thousand people to show up he goes that's my job so she she begs the bet she books the hotel and she's like you better not embarrass me so he goes always like i figure out a way to get thousands of people to come to this grand launch and he goes home and he writes this headline that says wife of famous hollywood star swear under oath that her new perfume does not contain illegal sexual stimulants and he goes she and then the cell the cell is he's like to prove its safety and that it is not made of not not not what people are claiming she is doing a live testing or she will prove without a shadow of a doubt that this that this fragrance works and is safe at the crown plaza hotel on this day and like ten thousand people show up to this thing it's like pack he cut he hires like armed security guards to walk in with handcuffs to a brief briefcase that contains the perfume reforms so people see them walking in they're like holy shit what is this thing that's being presented in this way and there's this whole story and ends up becoming this best seller and he's like that headline but he's like you know he broke down the elements he's like wife of hollywood star curiosity gap which which hollywood star swear under oath right that's kinda like the conspiracy the seriousness the drama the stakes of the point and then doesn't contain sexual stimulants so like how good is it people think it's it's it's so good it should be illegal and you know evil goods or the stuff you're talking about with like your your cologne is like hits those same notes now that was back in the i don't know like the seventies or something like was a long time ago but same playbook just read on today in twenty twenty five and then craig took it and put it in facebook ads of taking it and put it on take tiktok quick quick side note too for anyone i know there's like a vast internet world of guru and people that talk about stuff and if a groove or like talking head in the marketing space doesn't know craig they're they're not really like tapped in simple test yeah like it's actually that's simple very like anyone like i i don't know craig personally i don't know if he knows me but i know that operation has run like fucking sku works yeah and like he's is he has popularized a lot of things like actually that framework has been seen on a facebook ad from him that his name you know that he's you don't you don't know him yeah exactly he's a mad man mh what else could you show me so could give you a couple other stories that you think are are pretty bad asset we should know about the stuff that's working on tiktok under brush gum is another example of really startup up scrappy entrepreneur that's doing millions a month now who makes this gum himself and they they built their own factory and he's had a crazy rush over the last month but like like brands like this and then down you gotta find the new angles right like this that trump video i just showed you will work for a month and it'll go away under brush just hit a huge one this last month playing into tiktok going away my small family business is gonna get crushed and it was the founder doing like some as asmr video of like how he's making it right well talking about that yeah and well no and then he just gave that out and then the army picked it up and all put their own play on it got so it was the same angle over and over overview with different voices and have some claiming this their business but that that did millions for him over the last like thirty days can i put you on the spot yeah let's do a little magic tricks so let's brainstorm live yeah a hundred million dollar tiktok brand yep so where do we start i'm i'll be your your wing man i'll be your brainstorming partner let's go right into gen z and this younger generation that there's so much change like if you we've talked about looks maxing right we're like explain what that is so looks maxim it's it's interesting interesting to say the least but there's this subset of like young men that are hyper focused on looks almost to the point of like it being super feminine but like they're optimizing it yeah exactly and and it's like they're they're again their heart's in a good place most things can be boiled down to basic human desires of like they want to reproduce right but but how they're going about it is all of a sudden like have you seen those funny videos on morning routines now it's almost like patrick bat s but it's just like so elaborate you can trim each like that that's so that but there's a market there there's not enough products there like the kinda like a community it it sounds silly right when you say sounds superficial but you know how different is that than you know maybe the body building move it into early days it's like these guys who take it really seriously and they're counting the reps and the sets and they're figuring out so you know what type of training is gonna lead to like you know this muscle back here the lower head of the tricep and it's to anyone else it sounds like overkill but they got into it they got passionate about it and they wanted to like what if we took this to the nth degree brian johnson doing that with long longevity right now yeah it sounds crazy it's easy to make fun of him but he's he's like i i'm gonna take it to the full monty yep and there's people who like rallied behind that and they think that that's cool and it'll just saying look maxine is this early wave where people are doing that they're they're taking guys taking their looks as seriously as women take their looks yep because there's we all know women have this huge you know like tutorials on eye extensions and every little you know nook and cra now you're saying guys are doing it it's happening exactly for guys okay and there's no it's an underserved market and you've seen products like there's a product called jar size have you seen a size like your or your jaw lines yeah exactly that's like the one of the core foundations of looks and so that product blew up right it's like a jaw exercising literally that you just you just bite it eat dead because it work doesn't not i don't know but then you know the kids are right right viewing and so you're just studying culture it seems like here's watching mh and i wanna point out one thing which is i had a really early friend in silicon valley teach me this i never forgot it he was the first product manager at twitter and if you remember twitter at the time was really like made fun of when it came out because it was you would text a phone number there's no app you just text a phone number whatever you wanted and anybody who was subscribed to your phone number would get a message that says like sean's eating just like it was just say i'm eating a ham sandwich and so it got made fun of if you go look up old tech articles people make fun of it it's this like frivolous stupid thing but it's not but it when it turns out you know that was like the beacon of free speech mh like that's what happens in the world right mh and so at the time i go why did you take the job at twitter it it's you know like what does it seem like the next big thing he goes no but he goes i figured out that anytime there's a phenomenon of behavior that you see as weird you don't even understand why they're doing it but they are in the not undeniably they are doing it you should lean in as an investor or a like a like an entrepreneur that's your signal to lean in whereas most people use that same signal and they they point they laugh or they push away yep and it gets it gets harder the older you get but but staying tapped in on that and and not being oblivious to like the change in the future like because that was my dad with instagram like what a stupid platform people posting pictures and now everyone knows you have to have a an instagram and so that's happening again and i think it's great advice like we were hanging out with mister beast last week and he has us thing he says which is you're crazy until you're successful then you're a genius yep and he goes i've been doing the same thing the whole time you know i used to sit in my bedroom and make ridiculous videos at the time i had no money so his ridiculous videos back then were me counting to one hundred thousand and it's like a nineteen hour video or something or him taking a plastic knife and cutting through a plastic table with just like a a knife and he's like it was just a stunt now it's like taking a bull and cutting through the eiffel tower right like he just scaled it up but he's like at that time i was seen as stupid and crazy and why are you wasting all your time on this youtube thing go to school get a degree get a good job and now i'm this you know i used to be weird now they call me passionate i used to be you know i used to be kind of like you know crazy now i'm obsessed and he's like it's he's like i didn't change the whole time and so kinda what you're saying is you see the culture doing something that seems novel seems new instinct as somebody who's a little bit older is that's stupid that's stupid and now you're like get curious instead but b my advice is being an observer not a consumer on all these platforms and so observe what's actually happening like hold your opinion to yourself just be super matter of fact and observe because if if looks maxing views are going up month over month that just is i don't really care what your opinion on it right is like that just is that's that's that's fact right and work backwards from that but so so looks maxing i mean with that all of a sudden it's literally this is how broad it becomes just like when pet supplements became a thing on amazon it's a category that becomes potential billions overnight with nothing in it and so men like who makes men's care products well like two or three brands that aren't even focused on it and so i mean right there you can build a anything so you would be like look maximum trend go in and you brainstorm maybe like skin skincare plastic gum like jaw stuff yeah i i like to look at exploding topics and i like to still look at amazon data like there's a different tools you can use and and you'll see searches for this and do you get afraid oh somebody's already doing this or whatever no it's like more validation of the idea and then you're gonna try to out you know out horsepower them on the marketing and then you come up with the hooks so like what would be like an example of a hook for let's say let's just go looks maxing now what's what's an example of the product it would be like a a gum or like a jaw thing or you think skin care which one would you go into let's just say gum because what consumable novel repeat buys probably relatively straightforward to do okay and now you have a gum great we got a product you wanna name it as part of our improv here oh trash on yeah what would you prompt doug because you use ai for a lot it's ton i i actually do and that's go let's do it let's let's go on and check do yeah it's it's actually gotten sold so good do you think the jaw angle is the trick with the gum or would it be breath or would it what do you think would be it would be job you'd you'd call them feminine in some capacity for not having a a strong i like how your brain went there like i have this phrase that i say which is the only positioning is counter positioning yeah like a lot of people just wanna say they're position oh we're healthy we're good for you we don't and it's like everybody is saying those same thing so you gotta be counter you gotta have something here is the enemy or you gotta call you know diagnose a problem and then sell the solution so yeah the only positioning is counter position so what you're saying is if you're not working on your jaw you probably have a feminine jaw exactly and if you can live with that if you could sleep at night with that then saw okay yeah okay so i start by asking chad gb like do you understand luke's maxing yes it's about small natural tweaks the goal is to maximize aesthetic appeal emphasis on facial harmon symmetry and overall attractiveness i'm creating a product for a jaw jawline line enhancement gum some every day now i like i like dual meanings and stuff too i love when names have like you know i like double on ton i like like stuff like that so that's where i would probably go with this i would say that would consume every day i'm looking for a clever powerful name that has you know dual meaning chi so chi a a nice i feel like that's a nice name is that what gave you yeah chi is the first one mas kate is chewing but also sounds intense and chad chew he's all great names it's start chi though chi good yeah chi my there so alright so we got chi gum yep and now you gotta come up with how we're gonna market this you're gonna go to your creator army and you can tell them what you wanna do you just let them go go and this has been part of respecting the future but understanding that i'm not the person in that anymore letting go the exactly anything so let's pretend where those creams we're not so we're like we're gonna be you know white belts at this where there's there's black belts but like i see videos trending on tiktok all the time about transformation so it's like weight loss whatever and so you could almost make it where you're not talking about a gum obviously it's like you know somebody being like my you know they use the trending music that people are using weight lost influencer and they would put them up there and they would like highlight the different things on the facial symmetry and this and not and then like look at his jaw right and why this what you're saying why this person is attractive mh the human mind is attracted to symmetry the golden ratio stuff like that you would exactly you'd use like oh i'm kinda teaching you a science of a why or or you could even do like why guys don't think this guy's attractive but girls do yep here you're like oh okay what's the difference there or you could do a transformation and be like i did five things i to cr teen i did this yep the third thing is i started chewing this gum daily honestly i i didn't believe it but look at this boom boom and like it's available on amazon back to my story about like know my transformation if you have video like that yep that was one of the first ones that blew up on evil goods was was literally that this girl had like hormonal acne and it was like the it was the three things that helped with that and she showed it before picture and after and that was part of it and it just went nuclear alright so we got our our our our hooks there we got our brand chi so what was the other one you said you're like basically we can find a a startup up right now we can find an operators a request for operator yes luxury pet is screaming at me like louis vuitton is doing full pop ups of five hundred dollar dog bowls and it just shows again it's like luxury is such an interesting world right because it's just like signaling and status what are people willing to pay there's no luxury pet brands yet did you hit it again where my initial reaction is oh my god that's so stupid what a waste how i can't believe people are doing this but you're saying people are doing this period really the tom that's the important validated this is stupid it's the the second part of the sentence people are doing this that's a fact yeah you can't deny that well i've just seen so i had this idea probably like eighteen months ago when i was just hearing what people spend on their pets like it's actually insane from a like even the pet supplements you know it's like they're paying more for pet supplements than human supplements and so i'm like okay there's something here i wonder if you could ever do anything luxury and then louis vuitton rolls out literally like you know it's like lovers like pat pet lovers and they're doing five hundred dollar dog bowls and you know three hundred dollar you know high end leather collars i'm just like oh validated right and how do you have to sell in that area too to to have a successful business you know yeah yeah oh yes would you so my initial hesitation would have been can you build luxury on tiktok like isn't tiktok kinda little like you know it's more like a walmart than it is like a luxury but maybe i'm wrong maybe it's just there's a billion people on it and so you can't generalize like that that and that that's why i i said let's not do a disservice to the app in the and the platform from the bill that's why i on amazon with genius genius is a is a very high end supplement brand like we were selling you know i we had we had a hundred and thirty dollar product that was bio intents purposes like luxury and i all that never work on amazon the discount site and and tiktok has a lot of those components in it now too but again you tie back to a billion people and you tie back to i mean my cl is ninety dollars so it's that that's not that's not cheap right it's not a thirty dollar cologne thirty dollar clones out sell us but i only need to sell one of those for every three and and it's done well so i i i think it's it's there and how would you if you did this larger luxury like what what would you do to make it to build the brand because i think you study high fashion you study like kind of the cool stuff in culture what would you do if you're translating that to the tiktok world what would you do for for luxury pet brand do you know renee art like peter teal yeah like mime theory mh i love that and so i think explain the simple explanation of i mean people don't know what they want so they want what others want and so from our perspective as brand owners influencing influencers and finding you know those names i think the most straightforward way to run this one is is find one of these streamers or you know if i could get a clip of drake using my cologne and then give it to the creator army we would do millions of dollars and i think you can do that pet where i don't know if kim kardashian has a freaking poodle or whatever or she does but but not even that you don't even need that big of name just someone in that space and then you feed us to the army i think that's the most straightforward thing and i think it would go overnight yeah i almost wonder if you could even just use the outrage so like yeah the cost of it of the cost i was thinking that can't believe people doing this is the craziest thing i've seen celebrities are doing this it it makes me sick whatever and some people in the like it'll get to so many people and most of the comments will be negative about the idea but it's just gonna get so much reach that some people are gonna either just it'll plant the seed that this exists yep that i'm not doing it that other people all are doing it that maybe i would do that i do love my pet or even like you you could even play into louis vuitton doing it like with the you know there's that that i think there's a lot of different ways to approach it and i just like those areas where there's there's that much margin to play there's just more and and again it ties back to human nature we we exist in a culture in a world where we've created so much abundance like bottom line like like we we could afford things like universal basic income and we're automating the hell out of everything and anything and everything is is freaking possible and so with that in mind there's really no shortage like you see some of the services that exists for billionaires like it is just the most absurd hyper but but it exists and the people providing those do well is not like a h thing he says sell i wanna sell with people with more money or or whatever yeah yeah so i'm like that one of his many genius inside itself with the people with money come but there is a there is a like a actual like business framework here which is if you take what the rich have but you find a way to democrat it you could build a huge business so uber is a classic example this rich people had private drivers where you know when they're dealing with when they're done with the meeting they send a text done driver pulls up they get in they get out they don't have to go worry about parking and gas some there's a guy who does that uber democrat that private driver experience and it literally that was their home homepage it was a private driver for everyone and so like that became that was the start of uber black cars you know even airbnb what does a airbnb it's to having a vacation home yep it's being able to go and stay in a home in you know tahoe or in all these different places airbnb became a thing that rich people have vacation homes in different cities but how everybody gets access to that in a in a in a different way marquee jets was private private flight yeah so instead of buying a private jet you know fifty million a hundred million dollars you would instead buy a fractional share and get to ride certain hours and there was a huge market of people that wanted to do that even js x now probably to some extent js exactly like that so so you know that's a if you can find a way to drop the cost and that you know even duo a lingo like we have rich people who will hire a mandarin and tutor for their for their kid but then if you have an app that can teach your kid you know a a foreign language either in a way it's doing the same thing and so i think that's that is just generally a business model what what are the mistakes people make so like if somebody was to go into this what are the common pit pitfalls someone could fall into that you could just like save the super top of the funnel here how they treat those affiliates it's very culture based it's i've seen brands there's so much money being made right now brand owners need to be super generous because you know a market's a market and right now people are paying you talked about the goalie challenge yeah explain this because that was in an old episode yeah explain what they were doing this brand comes in and and in an effort to get as many creators as possible put together all these prizes with like the number one if you did a million dollars in sales them in a month i believe they'd give you a condo in brick or the cash equivalent which is like six hundred grand or something like that like lamborghini was the next one and it was like this like rewards your rolex is left and running you're selling goalie gum like they just make these like apple cider vinegar gum basically which also was a health kinda like a holistic health wellness thing cider vinegar has benefits in your gut and whatever maybe maybe yeah that will that at the time was the the raiders said so yeah this this twenty two year old who's trying trying to win a condo and told me that that's how this the world works oh man do you believe any advertising at this point no once you've seen all the sausages made deal like there's a reason i hate supplements to i don't i'm not launching new stuff on yeah i mean there's some good stuff out there but overall when you really peel back all the like it really like hit a decent amount of health advice online nowadays is coming from eighteen year olds making conspiracy videos yeah that's pretty wild just reality so a good brand my goalie comes in though and they they set the stage for how creators are being treated and obviously they have a lot of money and they're they're trying to mess the game up for everyone else right they can afford that and maybe lose some money but then if you're this startup brand owner and you're coming in and you're no i don't wanna give you twenty five percent commission i'm gonna give you twenty and and and that that can be super off putting and so in this current era i would say and even the culture from like like the group we own part of it's like abundance it's like put it out there it's gonna come back and i think as an owner of a brand like bringing that not you know accepting that we are a different generation and not not infringing on them i i think that's the best thing you can do right alright what give me your like just summarize if i if i tuned out and i just need to hear one thing to summarize what your thoughts are on this kinda take tiktok opportunity give me little summary that i wanna ask you about some other stuff millions are being printed on take tiktok shop like what are you doing right you just starting brands and and trying to get as many i'm trying to perfect short form content and short form content distribution a period from from a brand why do you believe so much in short form content because it's it's it's changing the world in front of our eyes like like it it's from personalities we know to songs we know like it's so like music even we're hearing songs that are blowing up from this world and and that's just it's the future do we have this friend connor price you've you seen what he does on tiktok who's is he again he's his rapper white guy wrapped yes is yes yes yes he he used to work in ramon warehouse like moving boxes no shit and he was like and then during covid warehouse shuts down he goes home his wife's like you should put your music out there let's do something just sitting at home and he was really shy about it she's like you gotta start making content he puts out a youtube video and it gets like you know eleven views like most youtube videos do and then she had this genius she's like she's the real mastermind behind it because she was like let's make a tiktok and he was like he had the same reaction tiktok that's stupid that's that's not serious like i'm i'm an artist i'm a musician i'm not just one of these kids dancing and what he did was he started making these videos we'll put one on the the screen here so people can watch it but he created a little skit so his instead of just saying what i would have done like a boomer is i would've have been like hey guys i got a new song here or i would just make a video of like playing the song yeah and guess what happens when you when you're scrolling through tiktok you're swiping every three seconds and a song starts to play that you've never heard before you just keep swiping like it doesn't grab you right away yeah so instead he started doing these funny skit where he would he was three characters almost like a murphy movie he would open the door like every skit starts him opening the door and there's that's the rapper coming into the studio yeah he's got the guy with the headphones on that's him him as the producer and then have the weird brother and the weird brothers kind of the key to make the whole thing work so he would walk in and it'd he'd be like y you're ready for session well what's he doing and just immediately you wanna know well what's he doing why is he surprise and the weird brothers doing it like he has one where he's taking a carrot and he's drilling holes in a carrot hey you're like and it's like the sound of a drill it's the carrots it's visually weird and they're both like what like he's been weird again and then he's like look let's get down to work you wanna play that song and then the then you hear this flute playing and they both look at the brother and he's playing the carrot flute but it's the beat of the song like it just they he overlaid that way as if that was the beat and the producers like go with it go with it and then he starts wrapping and then then the song hits and the song is almost the punch line of the kit yep and dude he became like independently no record label yep billion streams on spotify doing no marketing on spotify only on tiktok of that if if i wanna summarize all of this is it it almost seems dark for a second but like one of my favorite you know quotes is if you if you tell a lie enough times it becomes truth and that was obviously wore propaganda back in the day but you take that idea and then you just think purely in terms of views and more specifically cost of acquisition of views so you have like a you know when if you're a a tobacco company whenever and you're getting doctors to promote it like you have the money to get the views and the net and control the narrative right and the more you can do that it's usually a pay to play game except in these windows when all of a sudden an tape burst on the scene doesn't it matter what he's saying is real or not he's getting seen a billion times a month and so all of a sudden that become there's is some narrative there being formed that he has serious impact on and these gold rush windows are when there's the ability for normal people without you know multinational level marketing budgets to form a mainstream narrative or get a billion views on a spotify and you know becomes something because of these windows we could've have done that he could've have done that without tiktok like he just he the old you wouldn't have gone viral there's no means of connecting yes this amazing circle like twelve years ago instagram comes out and imagine if you were like what are you doing all day today it's like i'm filming myself i'm making an i'm cooking at and taking pictures of it or making videos of it like you're weirdo you get a job i was doing so you go from weirdo wasting is time but you were early on the platform to now let's say you wanted to go become a food creator like do this too saturated man it's it's impossible to win it's like but now everybody's accepted that influencers are a thing and that they have they they can they can move product they can they they can become rich they can become famous doing this and what you're saying is kind of like on tiktok it's the same model but instead of you becoming a famous creator it's your product can become famous by putting it in the hands of talented people who are gonna make all kinds of videos taking literally like a thousand shots on goal a month and if they get the right store or the right premise and they keep innovating on that your product gets famous that way yep whereas dude you weren't gonna be able to walk into walmart or target and get on the shelf yep you're not even gonna be able to really go on to amazon and just rank number one in these categories this is so competitive anymore right you're not gonna be become influencer influential influencer influential creating on instagram it's harder this is where the greenfield is my my my dad called me community idiot when i was pouring in amazon like actually like you know like question my sanity as was like as a human right like it was like a crazy experience now on hindsight it's like god i thank god thirty million dollars later yeah thank god and listen to my parents you know and and it's just it's just we that's why i admire guys elon is a good example i think when you look through things look at things from like a very ground up perspective and don't take the common there's so much arbitrage everywhere because humans are narrative machines and we live off that so it's like common knowledge becomes whatever and and yet technology is reshaping everything that's why i just wanna keep leaning into that and being i think more people that aren't afraid to just send it with like that in mind in some capacity the more it gives others the confidence to to stand up on their own right and and do their own thing you know right i like that you said send it you have this phrase i like so we talk about looks you have said this phrase for life maxing yeah and i kinda like the philosophy but i don't really fully know it because you we home to hang out in group settings a bunch of not what is the life max thing philosophy what is this something that you think more people should be kinda taken as a mantra yeah i i think i think so i think there's a lot of ex existential dread in today's world and there's also a lot of us trying to speak amongst successful people you mean especially among successful people especially amongst successful people and it manifests in all all sorts of weird ways you know look at brian johnson i'm kidding crazy take but love brian you no he's awesome he really is he really is and i i think he's a good example of someone that that's all in on life knocks because everyone my thing is we have this he took it literally he did yeah span max acting but we have this blank you know scorecard right and and we have this finite time here on the earth and i think the more you can fill it up with things that you thoroughly enjoy and then kind of like maxing out those stats so to speak we're capable of so much and instead we fall into this like oh i'm only gonna chase money or home i'm only gonna do this where living a well rounded life what's the difference between just being well rounded in life max are they the same thing with just a cool name or is there a difference i don't see many people it ties back to that full sending it thing i don't see many people that are really like you i'm living for this like what what was your your shower thoughts this morning my my shower thought was i realized that the the the optimal way in in terms of how the optimal mindset for me is to be ignorant of the past realistic about the present and delusional about the future yeah too many people are living in their past or they vacation they're all the time just keep going to visit and they tell themselves it's for all kinds of reasons maybe it's therapy tell them to go think about their childhood maybe it's they're saying i'm gonna go learn lessons reality is the more you live in your past the less happy you are yep you wanna be delusional about the future why not why be realistic about the future because you can be only when you're a little bit delusional about the future do you actually like kinda blow your own mind yeah you get you get to do more than what you thought was reasonable but then you gotta be realistic about the president if you're just delusional about the president you're like no i am the best dad but you're not yeah so you go nowhere right oh i'm already uber duper successful bro your bank accounts you know three digits right now was you gotta be realistic but just say like alright that's where i am that's now where i'm always gonna be forget the past it don't matter if i failed ten times like most the most successful people when you talk them to yeah ten years you grind and if if you ask them be like what was that like what were you doing it's almost hard for them to even remember yep and it's not because it was so long ago because there's actually like a a a useful part of your brain that just blocks it out right then it's like my wife she did like natural delivery of birth like three times and if i ask her about it it's like her body has like a mechanism that's like you never forgot that you need to i never forgot it's not traumatized i'm like how could you do this to me things that she's like what are you talking man i'm i'm with you i'm faint right and then and she's and she's like forgot about it she's like only remembers is the good it's like wow bill your brain gave you a survival mechanism that was actually really good for you that you don't remember how bad it was how hard it was and i think figured ignorant another the past realistic about the present delusional about the future i think that's a good model to live by so i take that there's two things i'm obsessed with this idea of character design and that that's what i'm living real time i think we have the ability when you zoom out long enough to create literally whatever type of thing you want to be like you can you can truly design that and you have that then you have another idea obsessed with which is bezos eighty year regret mini randomization framework where he wants to like that view of his deathbed you know how how he wants his few regrets as possible and so when you work through those two avenues you can quite literally like do anything so explain the character because i've heard the regret mini randomization which is basically like if i'm dying i wanna have the lease regrets possible so therefore today which just if have a fork in the road yeah you know do the one that will lead to the least regrets i maybe when i'm ninety hundred back to to your piece be relatively delusional about the future while being very aware of where you're at today while pretty much disregard everything right and so like when i look at like like this you know like i i this is music i've been working on right and i remember going to a show in puerto rico john summit and i was like you know in the booth right next to the dj thing and just washing him command that crowd and the energy and like the impact and i was like you know if i'm eight years old and i didn't at least try to send it in this space i'll regret it and and then i start thinking through the character lens of what does an artist look like and what is like things i have in me so i'm not like completely disconnected from reality but now taking all of the this is a business hey now the product's music hey this is streaming hey you know marketing and and that's that's where i'm out with it one of the things that you're reminding me you of when you're talking about let's say the music production are getting people to remember is you were talking about whether it's marketing or music or if you have something good to say you almost owe it to yourself it's like do you believe in the thing you made the thing you have to say because people are very bash about marketing they're bash about putting it out there i know this i would write things i wouldn't even send it's to my own friends and family i wouldn't post on social media i wouldn't promote my product i just kinda wanted it to be organic and i when i look back at that i'm like damn i did myself a disservice like did i think the thing i did was good or not if i think it was good then i owe it to that to do marketing to to send it to fully send it and send it and you know when you when you talk about storytelling music you gotta study the art of how do you get your your stuff out there it's a phenomenal skill it's like a crazy crazy like that's the vehicle you put the package in the trunk but you need the vehicle that's gonna actually get it out there to the masses it's crazy dude we're gonna watch this video this this youtube video right now you just said it yourself what you said in this video will make people millions of dollars if the all they did was just try to act on it give it two years try to act on it you will become a millionaire or if you just follow what you just said and if i go look at the youtube video stats the retention chart is gonna look like it's just a downhill slope most people are gonna click off within thirty seconds and then by the end of this there's only gonna be you know twenty five percent of people are still watching this at the end i mean seventy five percent of people clicked on this because they wanted something out of their life and then they're not gonna even stick with it enough to watch the video yep but that's just the laws of nature and with that that mind with that in mind i think this last chunk of the video or we're talking about these stories and the ability like the model is becoming less important the more i understand people and and and tapping in to whatever that innate thing in all of us is is way more important and i wanna bring that out of more people because i'm doing like a kind of stuff in a in a short period of time and i think the more i can bring that forward the more general impact they'll be there there's one of my other favorite internet clips you know the for for the elon musk and like what brett hancock do you have him on like hancock cab brett sorry that there's those minds that are just like obviously incredible in their own space but then there's that elon interview and it's like elon you inspire everyone in this room who inspires you it's like kanye west of course you know it's just like what he said yeah it's it's hilarious and it's it's it's that's the opposite side of that like yeah okay kanye nuts in every way but just that ability and desire to create and stand up for new things and and like have that confidence in yourself regardless what people say is nothing short of not only incredible but necessary for for people i love the send attitude i mean i wanna make merch with the send thing and i also i think you you made me realize there's probably the way i used to think about it which is well rounded you know mike pos came on the podcast in the famous musician he wrote like took a pill b and all those songs first song went viral and he tells the story he's like first song viral i'm like of course that's what i do you know like i guess that's what i do i put out a song i go triple platinum and then the second song with double platinum then single platinum then no platinum and then he was on the shelf the record label was like it's not even worth paying to produce your music because we don't think it'll sell but also you can't go to something else you're under contract so he was like dude dumb shit out of luck he like went back to school and started learning out a saying better he's like i was work on my craft and then he came back and now he's had he's not had this resurgence but he talked about he goes i had to look at my life and realized yes i was uber duper successful in my career but i was a desert wasteland and relationships in health and whatever he's like that i realized was just not successful for me and so i was inspired by that and started thinking yeah you do want it to be well rounded you wanna be that you wanna be the dad the husband you also wanna be having fun you also wanna be you know be creative and making cool shit and being successful making money but the well rounded thing is more like a check the box it's like am i doing you know a sufficient amount of x y and z right whereas life maxine is saying what would it look i look like if i really sent it in terms of my fitness yeah i'm gonna work out anyways but like i know you do more tie right you're like i'm gonna work out for an hour anyways what could i do that makes me like what would will would be full send on this workout dramatically better and that that's the great example it's like two years ago i couldn't fight at all and off of pretty comfortable like in there with with a lot of people right or named john jones you know but but just taking things seriously and really put that notch on your belt like now music or even like learning spanish is one that i'm like gonna do and i'm gonna take it very seriously and it's not gonna be on half learning spanish i'm gonna be fluent and you know do you do these one at a time or how do you how do you last them scott do you not stretch yourself the that's what i'm discovering it's like like how much and i like that healthy balance of pushing yourself to we were capable of so much more than we give ourselves credit i've already i've already seen that but there is some line and so i don't have a good answer for that but that's i'm trying to also be an open book and showed it all real time i want you to look back at my fighting clips from two years ago and i i want you know the meet like all of it i wanna be an open story that that is ongoing and constantly iterating so this year i jesse came on the podcast he gave this idea of a mis he's like this just japanese tradition and way kind of the american translation of the way he translated the japanese idea is one grand challenge year but specifically like do something so grand that it changes you yeah that it changes you so then is like so he for him it was like he ran this hundred mile race like and he every year he picks a different one one year was write a book another year so he's done this for like fifteen years or so and i was like damn i never really do something that right like i have like new year's resolutions things i wanna improve all myself but i never really like put out the soviet they grand challenge for the year and so i made one i was like i wanna and i like that it's one because i like what i do this and this and this and all that was gonna do is guarantee none of them happened yep so sorry alright what's the one for this year and i was like i would love to be i was like i wanna have more fun in my life i have fun playing basketball i fun doing with the podcast i have fun you know in business my kids where i where can dial up fun and i was like i wanna be able to jam out with music because music is like its own little like magic potion music makes you feel good in thirteen seconds i can play a song and change your mood in thirteen seconds up there's not much i can say to you that's gonna do that like to change your mood for the better and so i was like alright i wanna be able to jam out on a on a piano but then i was like what's the life max version of this so i was like alright not only am i gonna learn to not only i'm just gonna learn piano like i'm gonna get good i'm gonna be able to jam out to any song i want on the piano that's gonna be my mission two what if i could also teach my daughter she's five i was what if she could do it with me now i'm getting that points while i'm getting piano points at the same time those synergies still to leave it all i was oh it's integration i'm not choosing family or my piano hobby it's both so she comes with me to every single lesson she begs me to do piano now every night i'm like okay that's cool and then i was like alright what would be like the max out the full send version of this i really was to send it what would i do and i first i was what would i make a song would i perform at a theater and i felt like that's kinda of playing somebody else's game so i think a key part is like pick what's real for you don't just like take somebody else's scorecard and be like that's now how i'm gonna be judge myself so i had this idea for my cousin of go play go play a a rec title at an old folks home okay i was oh that'd be just like more fun like would just be more fun for me more meaningful three versus like posted online and get a bunch of views or perform in front of other people like dude go to this place where i've been a bunch of like senior centers not a lot is happening there like i could go be there kanye because there's nobody else there yeah and for me that would be meaningful like i made other people's day brighter if i did that so i was like to me that was a real learning lesson of like how to choose these side quests how to choose these miss og these are these one year challenges in a way that i'm gonna use now going forward absolutely no i think you hit the nail on the head with being hyper individualized like my my life scorecard is not is not yours and it shouldn't be we're all drawn to different things and and i think keeping it individual is important while keeping that like my main framework is like don't let anyone else dictate it for you or don't let anyone tell tell you what you can't be or can't do right what's your what's yours like what do you what does that scorecard look like for you so i'm like mo i'm gonna take like a a back burner thing i'm putting you know being a dad at the the top of that which has been so that that's like res everything so i'm learning what it means to be present as an individual and that means like you know way less phone which inherently means like it starts to crumble some of the other pieces but the beautiful part of this is when you put your priorities in in place things start to handle themselves like then all of a sudden them you start thinking smarter just naturally like okay like that's us to get done so i have to trust you know my team for that and this and that so that that's at the top of it the the the music is the second second piece and then still the other you know it's like i'm i'm taking content as one of these things now like just from a storytelling like some of the stuff i'm do on youtube but i think it's gonna is gonna well let's talk about content real quick yeah when i first met you through a mutual friend you showed up and you had this like again you always have a different like crazy outfit on and somebody was like oh you gotta check out his instagram go and i was like bro like i was having a great conversation with you and then i went to your instagram i was like i was like i would never talk to this guy your brand name was like the genius ceo every video was like dan bi da meats like instagram meets like drop shipper you know was like it was like oh man this guy selling courses and every video was like over the top he's talking about how you can make millions instantly it was a give rich quick vibes but i met you i was like dude you you yeah and you and you were like i'm like you're like it's an experiment like i'm being intentional i'm intentionally turning that knob up that way because i wanna see what happens and you're into that at the time i think now you're you're making a shift but like can you just describe what's what you did there because i almost once i met you and i was like oh that's he created a character so my my like that that's actually respectable in a way i i'm huge like one of my core things is obviously intense ownership of like oneself and one of my problems after i sold that business with genius i had my first daughter i was really frustrated with the world like i just was and it and it started to become like a cope and like a you know other people have weird ways of duck ownership and responsibility and like disconnecting from their own unhappiness and i remember just thinking like i don't like where the world's headed and so i could say sit there and keep crying about it or i could try to have some influence or some dent on it and that's what kinda drew me to intentional social media i had tried to do like this cool health content and like like i i was doing sit not not full brian johnson but like dave asp level stuff like seven eight years ago like hyper bear chamber red light and like literally nobody cared like just nobody cared and and now in hindsight it was nice guy was finishing last yeah and then hindsight said i didn't not make the content yet right but i saw this like clear formula oh my god if i post a car like i am actually rich i slowed this this and if you post a car or watch or whatever people respond and so does that start to work i started doubling down on those those things and it wasn't until like like you kinda gotta play the game to change the game a little bit it was is was my opinion and that's when you met me kind of in that wave where like pseudo relevant even if maybe not in the right right lens but until you have learned those skills and learn to kinda you know develop a platform then then literally nobody cares like nice guy does finish last and so guess that's just been my personal evolution like it's been fun because i i got i'll be the first to say i got way too far in that stuff like i got lost in it like that actually does happen ben your your partner flagged that for me like seven or eight months ago in a really casual bend way but like that's non confrontational on what did he say to it was just something along the lines of like if you if you do that stuff enough don't you start to kinda believe it or or become it and and i stuck with me and like i don't think he knows that stuck with me i don't know if he remembers he said that but there were a lot of little things like that that prompted me is like an actor you stay character because you're doing it for the role but then at some point it's method acting yeah you're lose yourself in the you get lost in the song and actually that happened to me and and unfortunately like a lot of the things i was leaning into do make you like cool or whatever so now there's this this audience that looks up to you in a very specific light so you have two choices you keep down the same path or you say whoops you know like this is what i actually am and so i think like i've separated a lot of the negative parts while stuff like i love fashion i love design like i i genuinely do i think it's individual i think there's like you know can we do the fashion okay so so here's me i have nike shoes is this should have been this new balance to go full dad mode i'm wearing sweatpants pants and a plain black shirt those c the no these are not copies these are ninety dollar nike i just like this color of green so let's go ahead to toe teach me what you what you got on in san francisco this is and i love it i got matching socks today that's only because i knew i had to step my game up for you normally it'd be mismatched socks it'd be more sweat jeans these or lulu at least and then like this this might be my daughters but i was like oh hold on he's gonna have hill accessories let me come strong with the with rest accessories than usually so start with the wrist how much you think this is you start with the risk that like part of the fashion build around this i don't wanna talk about louis hans okay that looks looks fancy to me my honest guess would have been that that's a twenty thousand dollar watch this is a a vintage oakley from like the nineties and it was like thirty five hundred dollars okay so so i i don't believe that like expense and cost like i have some expensive stuff but i think like it's way cooler to put together like you kind stuff this shirt is this this gentleman the brand's e url i can't pronounce his name but he's like the head photographer for v and like he did all of kendrick lamar stuff and again not super expensive but like very on the come up the jeans were from kanye like this is probably like it's not cheap but probably three three hundred bucks or something but not mind blowing kanye free larry hoover tour with with drake these were probably like a hundred fifty bucks like care bucks expensive louis vuitton boots which were expensive over twenty five hundred dollars i love what for i was one of my business idol i think there's a huge gap between like artist street culture and actual business for all has that quote it's creativity without business is victim customization and business without creativity is just dumb and i think he stepping into the head of louis vuitton like brand i would typically never wear or care about is the perfect example of those two things merging creativity with meaningful enterprise bernard don't know those top three richest people because of that alright i got a little bit i got a little bit cooler i don't think i could pull it off by pull but maybe i don't know you gotta give me like the the dad baby steps version of these i'm gonna start just i'm gonna start at the wrist take us take a simple and then we'll go from there actually i should just show up for you should have done a thing where it's like i don't know if you've seen rick glass he does these interviews where he does a podcast but he'll go and then it'll cut and they'll switch outfits is so funny when they do shit like that well we'll just ted i did that that's awesome rob thanks for coming on man you ever should find you rob the bank which is one of the greatest handles of all time thank you for that you were already saying it i didn't come up with it but i was like dude that should be your hand later that should be your brand what is this the genius ceo no you should be robbed the bank and and just wait full disclaimer before you know my last company was the genius brand so i didn't just you know it didn't looked that i looked that but no thank you for having seriously like this means the world and i really appreciate it thanks for doing it i feel like i could rule the world to know i could be what i want to from at all in it like a days off on a less travel never looking back