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What is Your One Thing?

Why do some people seem to get so much more done than others? What are they doing? How is it they're able to do so much more and achieve more and earn more, have more, and be more? What is it about them?

Important: We’re sorry about this, but this transcript is hard to read. We’ve added the wall of text below to help our search function better. If you’d like to help us format this, please reach out to andres@thefutur.com. In the meantime, simply turn closed captions on (CC) the video above to read along.
Well, I'm not used to that. OK, let me go ahead and share my deck here. There's we're going to do a little work together today, OK, so where's my share option? There it is. Am I not the host? Yes, you should be the host. Unfortunately, we're going to share the time multiple, ok? Oh, there it is. OK hit the wrong button. The little triangle. Fooled me. OK, here we go. OK welcome to call number one, eight seven. We're talking about the one thing today it's June. I believe it's June, may, June. Yeah, June 21. I just want to go through a brief brief, just introduction and some quick announcements, ok? Some of you are new to here to this group, and some of you are like OG original gangsters here. But I just want to let you know who the official team is and are. So first off, we have Emily Hansen. She's our ambassador. She's a she's our shield maiden from Sweden. She's a brand strategist. And you've probably heard her a lot on clubhouse, but she's the one just kind of making sure we're all having a good time. The heart of the group? OK, that's Emily Hansen. She was the one who was just speaking. And so if you have concerns or questions, please address them to Emily. Next up, officially making, I guess today is the second day at work is on. He's he's our community manager. He's going to be helping us a lot with the behind the scenes just to make sure everything's moving smoothly. You should start to feel the difference as he gets into his role. We've never had a person do this for us before. Full time dedicated Andres. He's a member of the community, but now he's also officially joining the Dark side of the good side. Depending how you look at it, it's Andres. OK, Louise, she's here. I saw her earlier L money. What incredible name L money. My name should be. Crespigny weights Christo. OK, anyways, L money is here. She has done a lot of different things for us, but she's mostly involved in the social media management of our Instagram account, so she's the one responsible for growing that account to the size that it is today. She's young, she's smart and she's just really intuitive and great at writing content. We hope to have her more involved in this group, so she's kind of shifting roles a little bit. Last but not least in a full time freelance contractor position is Stephanie Owens. She's doing a lot of the writing for us now. So if you're seeing these email blasts that we send out, I think that's her who's writing it and maybe some of the other copy that you're seeing. So Stephanie Owens, she's also been a clubhouse moderator with me. And speaking of moderators, I don't know if they're on the call. Mo Ismail, you guys know him as a freestyling, lyric lyrics lyrical list, or I don't know how to say that, but he he's adds a lot of color commentary. He's also big, fuzzy Teddy Teddy bear. If you ever get a chance to meet him in real life, his signature pose is, he points, that's it. He just points. And then Alec miller, he's kind of our archivist soon to hand over those reins to Andre. So, OK, so Alex, not often on the calls, but when he is, he usually will know every single episode on YouTube and also on the protocols. So if you need some help, he's your person. OK all right. Some quick announcements, quick announcements. I'm still working on some new clubhouse badges. Ok? the top one is if you're a moderator, and in order to be a moderator, you just have to let it be known. Anyone who's officially completed their first 30 days of moderation can then bring on two or three other moderators and work with them. It's reserved for people who have done like media training with us. And then you can have that badge. But I'm working on a new special badge, and I don't know if this is one I like just yet. But some suggested that moving the future pro icon from the bottom right to the left side because the mute icon is usually covering it up. But I'm still working on some things to make it look super official. I think this one's a little bit complicated. You guys let me know in the chats if you like it, if you had any suggestions or not. But I was really kind of inspired by the content creator program that rich got accepted into. So I'm like, oh, we can work on our badges a little bit more than the way we have. OK, now some of you may have seen this recently. If you look on the left nav bar, you'll see something under pro library. Under the pro library, you're going to see these six things get stuff done goal setting and marketing the art of sales, build expertise, content creation there. Carry over from our Facebook group, and I'm going to continue to add to this. Ok? you can't write in here, so it doesn't get too messy. I'm trying to include different exercises and things that you can do self-study. So that you can make progress towards your goal. And they're broken into six categories if we need more. Let me know if you think things should be moved around. Let let Andres know and he'll move them around so they make more sense for you. But they're really prompts for you to do stuff. Ok? there's other things going on. You're going to see things like the daily dose, which is your daily challenge and all these leading that front. So she's writing those challenges, and I hope you guys participate. Since our last call, we did the big brother sister initiative, and I just want to make sure that you guys understand what's going on here. Now, my team got a little carried away. They started assigning white belts. We're going to assume everyone's a white belt. We're just going to assume unless you otherwise designate to us, this is where you're at. So this is the amount of money that your company, in terms of annual buildings, is hitting your company, not you specifically. I mean, if it's you, that's even more amazing. But OK, so if you're an independent contractor, it would just be if you're running. A company of three or four people, you would total your annual buildings together. Why are we doing this? First of all, you don't have to do this only if you want to. But we think it would be wonderful for a person to get help for someone just one rung above them and then to help somebody one rung below them. And it should be a one to one thing I know at the beginning everybody just it's a mad dash and grab for a big brother or a big sister. But the idea is just help one person. And when you help one person move from, say, the 200 100 the orange belt to the purple belt, you need to let me know because there will be some kind of ceremony that we'll do together, and I might have to actually have belts made or something. I'm not sure yet, but we'll do this. We'll do a full ceremony like graduation or something. And not only does the student get something, but the teacher gets something too. And I think that's a wonderful way to kind of help build the community because it's not always about getting stuff. Sometimes it's about helping other people. OK, something new that's coming real. Soon we're starting another social media challenge. I think this is the brainchild of our team between L Stephanie and Annalee. I'm sorry if somebody else was left out of this list here, Stephanie. Stephanie, Stephanie and Stephanie Pell. And me and you and Andrew, it's all people. Yeah, Yeah. So here's the bingo. So you guys know how bingo works, right? Every time, you're able to check one off the board and you're able to connect it diagonally. No, this doesn't work. They should be 5 by 5. Now 5 by 4. Doesn't make a full bingo card, so maybe we can add one more or we can do blackout. We can do blackouts. We do blackout, I think. Yeah, I haven't played bingo in ages, so you got to do all of them to get blackout. Yeah, Yeah. The future blackout. We're going for blackout. That means you have to hit all of them. Yes OK. All of them. Yeah all right. Something like that, OK, Yeah. Anyways, maybe we get on with it. Yeah, let's get on with the call. So here's the call. So this is called seven. Like I said one thing, so I have a quick story to share with you. Somebody please hit mute. I can hear you OK. This takes me back to Art Center and something that you guys don't know about me. I'm going to just reveal something here. I was not a great student, and when I mean, great student, I wasn't a great student by the standards of Art Center. Let me hit Skype so you guys can see my face here. OK because Art Center wanted to test each and every single student, so each instructor kind of took it upon themselves to give every student in their class more work than humanly possible. And so what we saw were we everybody has a certain unit of time. And they would break it up evenly to each and every single class. Made a lot of sense, but early on, I kind of figured something out. Not all instructors were created equally. Therefore, I should not treat every single class equally. So every semester I would look at my instructors and say, these are the two or three classes I want to Excel in the other ones. I'm going to give it my minimum effort, my minimum effort. I know it seems a little bit weird, so I would just do enough not to get a C. So an A or B would be fine. I wasn't really concerned about my GPA and I saw like a distinctive difference between how I move through class and how some students were just grinding away at every little thing and not doing really well. In fact, this is how I met my wife, by the way, that she was my first friend at art center, and she wound up doing the homework for me as a friend for classes that didn't matter. So if you guys have ever gone to art school, you know, like there's color theory and you have to paint little swatches. And so when she painted her swatch, she just walked over my board and paint my swatch while I was out playing volleyball. So, yeah, I was not a great student. I'm going to reveal this to you. But what I did was I chose just a few things to focus on and put all my heart and energy and Excel at that. OK, so this brings me up. OK, I'm going to hold this book here. So today's call is called the one thing, and there's no coincidence there's a book. The book is also called the one thing, some of you have read this book some people have recommended, I read it. I'm about 3/4 of the way through this book, so I'll share some things I've learned from this book. But the book asks this question why do some people seem to get so much more done than others? You ever notice that, it's almost like they're cheating? Like if time is currency, they feel like they have more money than us in terms of their time? What are they doing? How is it they're able to do so much more and achieve more and earn more, have more and be more? What is it about them? Well, let me go back to sharing here. Share screen to. And then conversely, why is it that some of us do few things, well, feel like we're doing too much and not getting where we need to be? What's going on there? OK, so we're asking ourselves this question of productivity. But the author, his name is Gary Keller. He posits this thing, it's like productivity is the byproduct of having clear priorities. Now, I can't tell you how many times I've answered this question, and some of you have sent me this recently, which is how many social media accounts should I have? I do a little bit of design, I do a little bit of web. I do little branding. I do a little strategy. Should have four counts. And generally speaking, my default is my default answer is just pick one. Just pick one like, do you have that much energy to manage four accounts? Do you have that much content and things to say on a consistent basis across four things? Probably not. So by focusing on one thing, it's counterintuitive you can actually accomplish more things and by focusing on more things, you probably won't accomplish anything. And this is true just about every single thing, and we'll dive deeper into that. OK and underneath priorities purpose. So when you have a clear purpose, why you exist beyond money, why you exist, it allows you to figure out your priority and by having clear priorities, you could increase your productivity, your success, your relationships, your general happiness, your health, your fitness, all those kinds of things. And so from the book, Gary is really saying not all things matter equally. I'm tying it to my Art Center story. So I saw some, some of my classmates get A's and minuses and all that kind of stuff. And on paper, they were better students than I was. They're going to graduate magna cum laude. And I was just going to do whatever I did, it didn't matter. But I'll tell you something. I got a higher portfolio review score than them. I got a bigger scholarship than them. I got more job opportunities than them. So I want you to let this sink in, not all things matter equally, and you're spreading yourself way too thin across too many different tasks and things. And you found that there's this thing that links successful people, that extraordinary, extraordinary results are directly determined by how narrow you can make your focus. So this is not a call about generalization or specialization, it's just about where you put your focus. OK, there's another story that he shares inside the book. It's called, well, it's not called it, but the domino effect, and then there's linear versus geometric progression. Now, if you've ever had a set of dominoes before, there's no doubt that you stocked them up and created a little chain reaction. When you knock one, it hits another one. But it's a transference of one energy to another thing that's called linear progression. But you may not realize this, but a domino is capable of knocking something over that's 50% bigger than its size. And that creates something very, very different, so that means that instead of the dominoes being the same size, the next domino can be 50% bigger and it continues this way and this is called geometric progression or maybe exponential scaling. OK and another way of looking at this is the compound effect written by Darren Hardy is that if you consistently do something, apply your focus to something and don't give up. It can have a compounding effect. OK, so let's take a look at this as an illustration. There was a commercial here in the United States for a telecom company, I think or know it was an investment company for retired four people who are considering retirement, and they set up a tiny little domino and it looks something like this. So domino. I didn't know this is only 2 inches tall. OK, but if you knock over the next domino on that domino is 50% bigger than the previous domino. It gets really amazing really quickly. So by only domino 30 one, that domino was would be as tall as Mount Everest. And that's incredible if you think about that. 31 dominoes later, you are now at the height of Everest. And then domino, 50 seven, it's a distance from the Earth to the moon. So in 56 moves from your original domino, if you were consistently stay focused on something where you're clear about what it is that you want, you can accomplish great things in the book opens up with this Russian proverb that says if you chase two rabbits, you will not catch either one. If you chase two rabbits, you won't catch either one, it's impossible. You got to pick one thing and there's another quote here from Stephen Covey. The main thing is to keep the main thing. The main thing. This is all about focus and doing one thing today. So how do we apply this to something like lead generation brand building? Because that was the Promise based on that poll that I put out there. OK and and so you've heard this expression, too. It's not what you know, it's who you know, you heard this right? Because who are your connections and how opportunities are going to manifest themselves to you. But then maybe the better question or a statement is it's not who you know, but who knows you. So that's just one level above that. OK, so we already know this, everybody here in this room knows this and this diagram I will share over and over again. So people hire people they know, like and trust in that order, in order for me to trust you. I have to start to like you before I can like you. I need to know who you are. So a lot of this is just about building up awareness. Developing authority and hopefully being seen as an expert in the eyes of the audience that you hope to attract. So we're going to spend a lot of time on this. No part. OK and this is going to be determined by how clear you are about what is your one thing. OK, so when do a small breakout group in one second, OK, what we're going to do is I want you guys to make a list. Just make a list. I want you to write down 25 things you want to be known for. I'm send you off to a breakout group. It's going to be totally random. You can work in silence, you can turn on music, you can do whatever it is that you want. I want you to come up with exactly 25. No more, no less. 20 five, now I think you'll get started off really strong and then you start to fade. So instead of telling you, do your one thing, I'm actually telling you the opposite. Tell me how many things you want to be known for. Let me escape out of this stop share escape. All right. Is everybody clear? You're going to make a list? However, you want to make your list analog or digital. You're going to make a list. Hi, Phyllis. Is that your husband behind you there? He's checking it out. OK hi, Phyllis, husband. OK, so what I'm going to do is I'm going to do a breakout room. Where's my breakout room? There it is. How can we just come? And just it was a little bit faster. How many minutes. And what is happening in the breakout room if people never been in a breakout room? Oh, OK, thank you for asking. I'm going to give you how many minutes do we think we should get? I was thinking seven minutes. Yeah, that's enough. Seven minutes. I'm going to send you to a breakout room when the notification comes up, you just go into just accept it and go in there and you'll just see this exact same Zoom thing. Except for it'll only be a few people. OK, Jake Jacobus. Hi, Chris. Just a quick question. Is this? Yeah is this just professional or is this, you know, everything? The works? Everything ok? Gotcha all right now, I know it sounds crazy because usually I'm telling everyone focus, focus, focus and people don't want to focus. So today I'm going to do I'm going to take the exact opposite strategy. I'm like, go crazy, everyone. Write down everything. You think you're good at what you want to be known for. Whatever the world's greatest father, mother, son, daughter, cousin, whatever it is you want to be known for. It could be about your skill. A hidden talent. I don't really care. I just want you to get to 25. OK OK, great. Is that clear, so when do this for seven minutes? I'm going to send you into groups of four. So is for OK for social anxiety and/or is that still too big, I think for us. OK, and we work in silence first and then share or how do you want us to do with four people? However, you want to do it OK, but I need every single person to come up with 25. Mm-hmm It's important. OK, come up with 25. And we're going to do this a couple of times. So you know, I would say that the very beginning just work on it for just a little bit by yourself so that the quieter people have a moment to think themselves without being influenced by you. You have seven minutes, six minutes into the seven minutes. I'm going to send you a message saying, wrap it up, you have 1 minute left. You're going to see the countdown. If you're done, rejoin us. If not, you have until the end of the countdown, the room will close. So I have to create 23 rooms. And even if you can talk, even if you're in a noisy background, you can still join the room and just be there and be quiet. That's correct. You have to say anything. You don't have to have your camera on. Yeah so here we go. I'm going to create. And open all the rooms, are you guys go? Are you seeing the invite? Oh, OK, beautiful. Oh my gosh. It is, it is. OK, so here's what we're going to go back to the deck and then I have some prompts for you, OK, so I'm going to share the screen again. I hope everybody, everyone got to 25. Can you OK, those of you, I see people saying 17 and. And 19, OK, we got to get to 25. I need you to get to 25. That's the goal. Shoot Stanley, are you still here? But I can't send you a message, Stanley send. Whenever OK, get to 20 five, I'm going to give you a few more seconds here to get to 25. I'll talk through this part. Just get to it. It'll make sense in one second. I promise you to make sense. OK, so many of you guys have heard of the 80-20 rule, but it's also known as the Pareto principle named after perito, an Italian mathematician, I believe. And it goes something like this. And the 80 of causes what you do creates most of the results what you get. So 20% of your clients will account for 80% of your revenue, 20% of your effort will lead to 80% of your success. And it's not just a theory. This has been tested against many different things. So 20% of your social media posts will account for 80% of your followers. And so oftentimes we're busy working on the 80 part and not on the 20 part. So if you want to apply this to your clients, try this. Go back and look at your 10 clients, your 10 most recent clients and break them down by the category type. And how much total revenue it generated and the percentage of profit and what that percentage looks like. And you'll start to see that they're not all created equal. And you might even look at time spent on account. And you might find and be shocked to discover that the accounts are bringing the least amount of money tend to take up most of your time. I don't know the least profitable yet. You want to keep working with those types of clients. Hence, the vitriolic responses that I get on our YouTube videos where I say, you know, I don't want to work with you. You can't afford me. And they're like, well, who's going to serve them? Well, I guess you can. You like working with low budget clients that don't treat you fairly, that don't allow you to drive. I don't. So back to the book, the one thing, so we overthink over plan this shouldn't say overplay and overanalyze our careers, our business and our lives. So if we want to apply the Pereira principle, which is to just focus on the 20% So you guys came up with a list of 25. What we want to do is reduce that list down to 5 and then ultimately reduce that down to one. So I'm going to stop the share here. OK and what I want you to do is I want you to look at your list of 25 and I want you to pick five things. And when I prompt you to, I want you to just break the chat. Right, the five things the hit return, but don't do it until I tell you, don't do it yet, everyone. All right. So I want you to write all of your five. Your your five most important, most relevant to you and what you want to get out of your life today. OK, I'll give you a few seconds. And so even if you didn't come up with 20 five, it'll still work. I need you to explore every single idea. So if you want to be known for content marketing, if you want to be known for sales negotiations, you. Those are five things, so write all your five things, and when I tell you to hit, send, you get hit, send and I want us to do this in unison because I don't want anyone to be persuaded up. Everyone slow down. I want you to write your five first because I want to see what you all are thinking about. Slow down, Jamie. OK and if everybody looks up at the screen that I know, you're ready. OK is this professional only? It could be anything that you want? Amy oh, don't call me, it's the protocol. Most literally trying to call me right now. OK OK. Is everybody ready? It looks like most everyone's looking up at me. A couple more seconds. You know, I just have to take one minute, one second here to acknowledge how many people have their cameras turned on. It's a far, far cry from when we started this in 2014 when it would just be me looking back at me and Jose. That was it. Nobody would turn on the camera, and now I see a whole full screen of people looking at me. So the peanut gallery on page two, like half of you have your cameras turned out, but that's OK. We'll wait for you. We're patient. I will outlast you. I'll be here whenever you're ready. OK all right, everybody. You ready? Oh, people are already typing it in. Let's do it. Ooh! well, so and you're still here, right? Yes, you are. It'll do me a favor. You want me to read everybody? No, no. That would save me from now until Christmas. No, what I would like for you to do is just scan through them and just write down like six or seven interesting odd ones. I'm looking for the odd ducks. So I'm sure brand strategy is going to be all over the place. So if you find one that's really weird and different, I just want you to make a note of it because I want to know this weird group. OK, so I'm not looking for practical. I'm just looking for weird. So, OK, so we're going to keep moving on. All right, so now the rest of you guys can just sit here and start looking at this list of how many different things you want to be known for. OK, so this is a professional development group. I'd like to help you with life. But I am not equipped to do that yet. OK, so we'll look at some of the business things, so knob will take you to your 5. I know it's really hard. We'll pick one. OK, so now go ahead and write your one. I apologize to anybody that's directly texting me right now. Please do me a favor and message only because I can't read the chats while I'm trying to do this. OK, so I'm going to turn off the chat for me personally, I can't do that too many things to look at on my screen. All right. So we're going to go back to it. So now when you're ready, go ahead and write your one thing. And hopefully that wasn't too bad for you. You got it out of your system, you felt like somebody heard you, at least the internet heard you. You're able to go through this very long list. And then you're able to reduce it down to 5 and then you can reduce got enough for one. I'm just going to randomly pick on some people just because, you know, I haven't talked to them face to face like this in a long time. Heather krank, what's your one thing? I put creating an experimental beauty. What does that mean? It sounds wonderful, by the way. Experimental beauty. Yeah well, it gives me some room to create things without being too narrow. It means creating things that are inspiring. Where do these things live? How would one see this experimental beauty on the interwebs now? You know, the way I see that is sort of like an immersive installation kind of thing. Would this give you a great joy if this is all you did for the rest of your life? Yes OK, so the trouble right now is I imagine getting paid for this experimental beauty. True, that's an interesting name for a company, by the way. Experimental beauty. Oh, I don't know. OK very interesting. All right. Let me pick someone else. Is it sakinah? What's your one thing? And my one thing was authentic brands. You want to be known for. Authentic brands, Yeah. Creating one or being one, I know, creating, creating truly authentic brands. OK can you give me an example of an inauthentic brand? Present, say, the future. Yes no, I won't. I actually can't think of one right now. You've put me on the spot. OK Yeah. OK because one assumes this is how my brain works, right? I'm going to tell you a little secret how I debate whatever somebody says. I just ask them the opposite question. Well, you know, I like hot things. Well, what are some cold things? And if they can't tell me that they have to go back to the drawing board? OK OK. There's a lot of people say, I want to be more authentic. I'm like, well, tell me who's not authentic? And then it becomes like, Oh. So we want we don't want it to be one of these true but useless things. OK, so let's think about that, right? OK, sounds good. OK I think it's and Lockwood. Ewan, yeah, Yeah. Hey, Chris, what's your one thing, buddy? Be curiously creative, so similar to have a broad enough that, yeah, it's probably good. It's very interesting group. OK, OK. Hang in there with me. Curiously creative. Are creative people not curious? I think it's having a specific mindset that is just so explicitly curious within that, Yeah. One of the things I try to get people to do is instead of finding two words that are almost anonymous, like you would say, creativity requires curiosity and courage and commitment. All those keywords. So I would say try to find two words that aren't overlapping. Yeah, unless you want to call your company very, very, then it's like, OK, I get it. OK, so let's move on. Zara, Zara, right next to you and on my screen. Zara, what's your? One thing. Hi, is it OK if it's not related to what I'm doing, like, yes, future, OK, like aspirational, OK, yeah, I would like to have a brand of shoe that is very stylish, very beautiful, especially for women who have very flat feet like myself, and there's not enough of them out there. So so that's one thing I just want as few words as possible, what's your one thing, ok? The oh, god, I didn't think that through shoe designer for flat feet, people with glass. Are you an industrial designer? No, I'm not. I'm actually a graphic designer. That's why I ask. I love this. OK, watch. OK shoot it. If this is not good enough, I have something else. No, there's no such thing as not good enough. It's whatever you want it to be. OK I think four people here are going to form a company. It's going to be a company that's going to create authentic brands that are carefully created for people who have flat feet and do it in a way that has experimental beauty involved. I think that's it. You guys all for you. Start a company today. You're done. Ok? these are some really oddball answers, and I guess you don't have to write things down. They're just going to tell us what? They're crazy answers. I love it. Yeah, I have. I have. I have at least a little bit weird ones as well. Tell me a couple of weird ones. Yeah, I found them. We have. We have. Keegan is the mastering, mastering distraction. And then we have Marcelo agile waterfall. I have no idea what that is. It's a contradiction. OK agile is a man. Yeah, I know. Yeah, that's a waterfall. Like, ok? And then Jason is a savvy negotiator. OK and Dave taalas, it's educator of the Mars generation. Oh, yeah, like that. All right. Savvy negotiator. I assume you have to be savvy to be a negotiator again. I was like, is that weird? I'm already like, I have a 20 year sales career, so that's not the one thing. I want to be the motion designer for the music industry, but you need to be a savvy negotiator to be able to do that sort of stuff. Yeah Jason, for some reason, you have a lot of background noise. It sounds like you're on a next to a jet engine or something. My my laptop fan is blasting, you're busy mining for Bitcoin. No, I don't mind, man, but I've got a render going. So, so yeah, I can feel it. I can feel the render going on right now. OK, let's pick up a couple more people. Tell us what your one thing is now. Let's just recontextualize here. Your one thing can be aspirational. It can be in the near to distant future in the next five years or so. But the same question to ask heather, which is, is this something that would give you joy to do for the rest of your life? The quicker we can find that, the more that we can begin picking the right first domino. So you remember the story about the domino effect, right? So it's not about pushing all kinds of dominoes. It's finding the first one, the right one to push. And that one starts the chain reaction of things that move you towards where you want to be. OK, I'm going to go to the peanut gallery, let me switch to the back page here and see who's so let's I'm going to pick Bianca. Bianca, what's your one thing? Am I the only Bianca, I'm guessing me? I think it's. Bianca that's. I'm very new to design, but this is what I want to be. I'd want to be a customer driven designer. I want to hear people and let that reflect in the designs that are produced. So that makes sense. So what's the one thing? It's to be a customer driven designer customer. Driven designer. OK what's the opposite of that, what's the alternative? To not listen to people and just to create something pretty OK. If you don't listen to people, I imagine you won't have very many customers. Yeah, fair enough. OK, so everybody, let's just work on these, these phrasing a little bit. I think I saw Mo earlier. I think he realized he's calling me while I'm on a Zoom call. OK, let's skip over to Arkema. Arkema Kim, what's your one thing? You would call on me, right? Hi, there. OK all right, I'm sorry. This is unlike clubhouse, where you don't even get to raise your hand. I just call people. Ok? so what did I put in here? I want to be known as the ultimate special event. Creative director and producer. Put that down for it. That's a lot of adjectives. Can you take away some of the adjectives? So it's a lot of adjectives, right? It is. It's special event. Celebratory creative director at an event. Creative director. Is that does that help? No, I hate that. OK, let's just get another one. I've got 27. OK, so I want to be known to be a culture change agent. You know, this is I sounds so schizophrenic. I know. Cultural change agent. I just write that down. Change agent. Now you guys don't know this, but every time on clubhouse, I think Arkema is sending me nonstop text messages. That is, you write a keema? That's me. Yeah yeah, it is. It's like she's like giving me color commentary on the side. I love it. OK, let's jump over to ken, ken, Ken Brathwaite, what's your one thing? Hey, chris! I wrote down, helping people think differently about how they solve their complex business problems. OK can you help to make that statement less complex? Uh, can you help to make that statement less complex? Well, that's what you help people do, right? Sometimes can you just remove words, just remove words, and it'll be less complex, try it again. Helping people think differently about solving problems. OK, that's almost the same amount of words. I think you just helped to make things simple, right? So you turned the complex to the simple maybe, except in this case where I did the opposite. Right? it's OK. All right. Let's keep working on that. All right. All right. So I'm going to jump over to Muhammad faraz. Which is one thing within a spreadsheet created. OK, say one more time. Visionary, spiritual, creative, visionary, spiritual. Creative, Yep. OK OK. This is one of those things again. Can you be a creative person without having vision? Creative people need to see the future right. Yeah, and creative people need to be curious, so again, look for these overlapping words and eliminate one or the two. So he could be a spiritual visionary if he wanted. Yeah, that would. Maybe maybe that's too self-important, I don't know what I'm finding out so far is you guys are a little all over the place. OK the it's going to become very apparent. What's about to happen to all of you? OK there's a whole bunch of people here. I want to talk to so many new faces, so many beautiful people. But let's just hang in there. I'm going to get back to the deck and then we're going to keep talking about this. Are you going to find a problem really soon? And I didn't mean to trap you. I just wasn't expecting these, these very creative responses. OK, so if we apply the parental principle, we came up with a list of 20 five, we're going to reduce that down to 20 percent, which gives us the five. And then we need to reduce that down to one thing. So here's a quote from Mark Twain. The secret of getting a head is getting started. The secret of getting started is breaking your complex, overwhelming task into small, manageable tasks. And then starting on the first one. So the secret to success is just getting started and knowing which is the first step to take, and that's where a lot of us are paralyzed. And that's why people came up with the idea of an MVP, the minimum viable product. And so instead of building an overbuilding, we just need to get something out into the market. As a proof of concept when it comes to marketing, Seth Godin talks about the smallest viable audience. Do you see the pattern here? The MVP and the sva? It's just to help you get focused really quick and make something and see if this is moving in the direction of what it is that you want to accomplish. So finding your one thing, ok? Funny one thing, and so the first rule of real estate is location, location, location, you've heard this before. So as you guys have mentioned things like, for example, experimental beauty. Creating truly authentic brands. A curiously creative. Shoe designs for flat feet. Customer driven design. Culture change agent making the complex simple. Being a visionary, spiritual creative. Well, how somebody on the internet going to find you so this is the test now. What are the three words someone's going to have to type in to find you? Are they literally going to have to type in visionary, spiritual, creative? And so what I want you to do now is I want you to test this. Whatever you one thing is. How are we going to find you? OK, I'm going to assume this is for business, ok? So if this is her personal, it's going to be very different. So let's put the personal aside, if you're one thing is personal, just put that aside for right now and go back and pick one from that glorious list of 25 things you want to be known for. And pick one thing, and then let's reverse engineer, so let's just say, for example, you want to be known as the world's best logo designer. OK, that's really simple, it's very concrete. What three words is someone going to have to type in to find you on google? So we're going to test this right now. So everybody go onto whatever browser you have. Turn it on to incognito mode, so you can't it's not biased towards the results that you look for in the past. You don't know how to do that Google incognito mode for your browser and it'll tell you how to do it. Some browsers may not have this, and that's when you go ahead and download Chrome. Now, here's the test. Type in the three words. And look at who shows up. So when I talked about the secret to real estate is location, location, location is if you type in three words and everybody that shows up has nothing to do with what it is that you want to be known for. Those are not the right 3 words, and there's a difference between what it is and what people search for, very different. People who have inside industry knowledge know exactly what to type for. But Google is not driven by industry experts. I one could argue, if there were an expert, they wouldn't be searching for it. So you have to look for the terms that normal people. The masses group intelligence. What they're searching for. OK and so today we want to walk away with a clear idea of what our one thing is going to be. And the three words that people are going to have to use to find us, for one thing. So I'm going to send you out back to your breakout group. And you guys can talk and chat and make fun of each other if you like in a kind, open hearted way. I'm going to send you back into your groups. OK, I'm going to give you seven minutes. I need you to find your one thing and and you know how I ask people like, what's your one thing? And they would say something, and then you can ask them a question back. Just ask them a question back, so if they say carelessly creative. And if you think that that's needs some work, you would just ask them, are there people who are creative and not curious? OK and I would love for you to all practice using non-violent language, nonviolent communication to leave the judgment aside, OK. All right. I see some people have to run. That's totally OK. We have four people in the room. Even if there's two people, it'll still work. I'm going to give you seven minutes. I want you to now narrow it down to your one thing. And figure out what the three words are, and they might influence each other. So if you started off like Heather crank saying experimental beauty and you're not able to find that you might have to change that one thing. So, heather, I suspect you might have to change your one thing. Because I don't know what one types in for that, and it could be just a clue through the application. So immersive installations is probably what you really want to be known for. Right, immersive installations like the I know it's boring, just the non creative way of describing what it is that you want to be known for. OK so, OK. Go ahead. No, I just if people want to leave, you don't have to write it if you don't want it because it doesn't matter if it's 2, and one group or three or four, you know? Yeah and if you bounce into room and nobody joins you, just return here. Just come back to home base. OK, I'm going to open up all the rooms again. The rooms are open, I believe now you can all go back to your rooms. Recording back on. All right. Do we do we change anything? Let's see what happens here. Can we type in our new one thing just as a point of reference here? Wow David Goggins of design. And you kind of look like David Goggins a bit. OK, I take it. Have you typed in your three words into Google and you know, no excuse me. You now know what the three words are. Yes OK. So that's part of the plan. This is good. We're going to make some progress here today. OK so I don't want to continue the debate of should you specialize or should you generalize? I just want to help you make sure that people who are looking for you can find you. And it starts with having clarity of focus, and now we have to take some steps now that's just the beginning. So it's very important that we know what the beginning steps are and so for us to take those steps facilitating meaningful connections. Yes, Lee, I feel that. OK all right, all right, so we'll go back to the deck here. And I'm going to have a discussion with you guys in a second, so I'm going to share the screen. Here we go. So we want to take our one thing, we want to put it into action and the way it looks is something like this. Now, of course, I said in the beginning, right down 25 things and it's totally OK, whatever you wrote down because in the book. You know, it says you can apply this question, what's the one thing I can do to or for my spiritual life or my physical health, for my personal life, for my key relationships, for my job, for my business, for my finances. So whatever it is, you start to ask that question. What's the one thing that I can do such that when I do this, my life is easier? Another things are not necessary or unnecessary. So we're going to focus on the business part, because that's what I'm here for. So you could phrase the question now like this, so if it's for your business. And I'm going to help you out, but you can write it any which way that you want. So what's the one thing you can do for my business? OK, so I wrote it out like this? What's the one thing I could do in the next three months? So there's some time limit here to make sure that clients who are looking for me will be able to find me. So what's the one thing I can do in the next three months to make sure that the clients who are looking for me will be able to find me? And so this gives you the clarity of prioritization and the focus now if this is really what you want, because ultimately, if we want to be more confident, according to David baker, we need to have more opportunities than capacity, which means more people need to call you then your ability to service them. So whatever it is that you're doing, whether it's about immersive installations like heather, crank or shoe design for flat footed people, whatever it is, if more people are knocking on your door, it's going to make you really confident because you're going to have to say no. And so it's going to force you to become a lot choosier with who you want to work with, and you can decide it on many different axes. You can measure it against budget willingness to allow you to lead the engagement. A creativity or because you're connected to their cause and their purpose. So in order for us to become more confident and to be able to look at our business relationships differently, we just need to have more opportunities. More opportunities come from lead generation. I'm really confident right now because AI have zero capacity to do freelance work or creative work, and I have more opportunities than I can deal with them. Would that be nice for everybody here? OK, so what you want to do is, before you get overwhelmed and you over plan everything. We just want to chunk it down. And chunking is a very useful concept for something like this as especially so we take our big goal, we want to be known in the next three months. So if somebody were to type in those three words to find you currently today, you do not rank on those top 10. Presumably, if you do congratulations, you can do your next one thing. So you break down your big goal, which is to be a top 10 Google search for these three words. Into what you need to do every single month, and you change that down to weekly goals, daily goals, even hourly goals. So that you can figure out what your one thing is. OK, now, if you haven't done so, I'm going to encourage you all to listen to episode 48 with Ryan Robinson. He talks about content marketing. He's a content marketing consultant. It's episode 48. A screen captured this and then just listen to it. He'll break down this entire process that I'm talking about in really great detail. So you need to learn how to play the CEO and the SIEM game, which search engine optimization and search engine marketing. His recommendation is the right medium to long form blog posts. My addition is to also make a video of that because the two together make a very powerful combination. I don't know if you've noticed, but about I think about a year ago or so when you type in, for something, if the video has the description in it, it will show it under the search results under video. Video is a big part of a Google search engine. And if you have video, it drives it, it will rank higher. Relevant video, I should say. OK, so this should be your focus, in my opinion, is to do some content marketing to write really long, not really long, long form articles and blog posts on your website rich with data. Make sure you tag every single thing. All the images are labeled correctly and then to make a video. And I think you should do maybe two per quarter. So that's one every month and a half. And if this is what you want to be known for, you're going to have to start to right and you have to create so that people can find you. Another thing that he recommended doing, which is to run a Facebook ad campaign, spend about 25 $50 a day and test five different headlines. I many years ago, am a neophyte to Facebook marketing, but even I could set up an ad campaign. I take the same image. I write the headline and I run the ad campaign, and during middle of the day, you should have data already. Inevitably, one of those headlines will pull to the front and you could retest it again with another four headlines and keep doing this until you find the headline that gets the best click through rate. And it's not going to sell anybody anything, it's just to get them to land on your site. Now that you have a great headline, hopefully that's what people are going to click on. Change the title of your article or blog post. Change the title of your video to match that. That's what people want, and that's what they're looking for, theoretically. So you just want to find the best click through rate. The highest engagement. OK so far, so good, everybody. I just want to make this easy. There's a lot of talking, yes, who's talking? The question you said to do this? How long should you run this? You'll need to run it until you have enough data to tell you that you're confident to move forward with this. OK OK. Now, I want to tell you, when we switched over from being a service provider to advertising agencies and we wanted to become a brand strategy firm. We sat around literally in a conference room. The team and I, we just sat there all on our laptops and the computer. We started typing words until we found our three words. It didn't take that much effort. I don't remember exactly, but I think it was brand, design, consultancy or agency, and you type those three words in. You're going to find all of our competitors, everybody we'd like to be like. And they're all probably 10 to 20 times our size. So is aspirational, but within three to six months, we are already top 10, all organic unpaid traffic. There's a couple of reasons why I do want to disclose this in case you think, Oh my gosh, it's that easy. Well I've had the blind Earl since 1995. And we have a lot of backlinks. So Google considers us a relative, reliable subject matter expert on something, we have literally hundreds of sites that we don't own that point back to our site because back in the day, we did a lot of PR and a PR firm would blast out these, these press releases and then a bunch of digital outlets would pick us up and they would write a blog post. And then we started having fans and then so we have very high search authority, relatively speaking. But you can do it in 3 to six months. You can do this and I want you to figure this thing out. OK, Daniel has a question. Daniel, what's your question? So I was just wondering, like, how do you determine the video's relevance, like is it in the description or like when you say, like a relevant video to just embed it, how can they tell? Great question, Daniel Daniel, what's the one thing you want to be known for would be video production. Video production ok? Now, if you want to make a video about video production to be known for this, look, what would you have to call this thing? Make a video about video production. Well, you want to be known for video production, right? I like cars. I like shooting cars. Oh, OK. You like shooting cars? OK, I'm sorry. No, I didn't say that. Now your fault, man. OK, so shooting cars using video, right? Yeah OK, so high Na car. Like what kind of cars? OK dude, there's so many cars. I know you got high end cars. Let's go hire high end cars. What kind of high end cars are still a lot of high end cars? Old school like. Remember, like the Lamborghini quintiles, like those, Oh yeah, childhood, those things, those like that era, OK, like eighties, the 80s hotline Miami. I'm all, I'm right there with you. Yeah, right. You're speaking my language right now. I had a lamborghini, Lamborghini Countach poster in my bedroom as a child. I'm like one day, one day. Yeah, yeah, right. And it's all your life in Beverly Hills. I'm like, Oh my god, that thing is a beast, a beast. It can't. It can't drive over a speed bump, but it is a beast. It doesn't matter. It'll jack up the car. OK, all right. So you're going. So you see, like, we take something that's really big, and I saw a little stress there from you just for half a second. But we make these decisions. And then we start to make it smaller and smaller. It's so now you're talking about probably high end car collectors of exotic sports cars, supercars. Yeah OK, so yeah, true. You've got to use the language right because you've got to keep asking to dig deeper and deeper. So they're supercars or sports cars, and might call that vintage '80s is not old enough to be ventured. So would it be considered? Retro, now you find out that collecting collectible. Yeah, classic classics, yeah, they're now considered classics, guys. They're considered classic cars. OK, look, see, Ashley is a car nut. Maybe I don't know. Yeah OK, so this is what I mean by relevant. Yeah, OK. Because if you start it off, look how broad we started off with Daniel. I'm glad we did this together. Really broad in video production. Like what? Yeah, totally. Just cars. No, no, no. Hi end cars. No one Lamborghini. Not today's Lamborghini. Yeah, that went like five times. Yeah so that's what you all want to do. So now when somebody is looking for that? Hopefully, when Daniel makes that video. Haiti's Lambo kuntar, so I want to see it show. Yeah I got to find one. First Yeah right, right, so now we see what happens there. OK, so this is perfect. I mean, it's almost as if he and I were scripting this together when super broad went very narrow and now he's not thinking any other kind of car. He's got a super focused in his mind, like, what's the one thing? So in order for you to make this video, you've got to find someone to shoot the car for it, right? Mm-hmm OK do you have anything in your portfolio in this era? In this era, yeah, this genre like 80s classic, all I got is like a Nissan skyline, like Facebook, OK, from like Fast and Furious. Now here's what I know about people who have fancy cars they love to show their fancy cars off. Yeah should not be that hard for you to find someone. OK where do you live, man? Thank you, very DC. OK it's an expensive area. Yeah, yeah, I mean, if you were like in the middle of the country here in the United states, it might be a little harder here where I live there like a dime a dozen, it's like, Oh my god, it's car parade every day. OK Yeah. Yeah wait, where are you? Sorry, emily? Yeah, Los Angeles in the Pacific. Oh yeah, yeah, man. Yeah, it's like a supercar. Every other day is driving down the street. I'm like, OK, yeah, I might move there. Yeah, same time zone. All right. So now the focus is, let's pretend like this is what Daniel wants to do. So he has a clear idea as to where he wants to be. So he needs to make these videos. So eventually somebody is going to pay him a God awful amount of money to do this. Do you know that guy with dreadlocks who restores porsches? No, you should want to. Yeah, he's done a Ted Talk. He's got a fascinating story. He's a white man with dreadlocks and he just works on vintage porsches, and he's actually really well known. He's here in La. That's said, look, if you're into portions, you know, this guy, I'm not into him, but I'm like, whoa, OK. Beautiful films, by the way. Beautiful, gorgeous cinematic. Everything all right. All right. So that's Daniel. All right. So, Daniel, go ahead and lower your hand. Yep Rachel. Hey does anybody else have one where they have now clarity on their one thing, in the three words and any other questions about this? Anyone, you can raise your hand. Peter Peter. Hey, hey. All right, so my one thing, do you want me to go to the one before or just jump straight to the one I only want to know the one that you care about, the one that I care about? Ok? so the one thing that I want to be known for was being a strategic mentor for creators in gaming. A strategic mentor. Yeah and none of those produced really good search results, right? And the interesting issue is because the reason why I use creators instead of influencers or content creators is because of the creator economy. And so the words are starting to shift, but it hasn't shifted completely over yet where it would yield good search results. So I have to probably just tell me what you want to do like you want me to pay you to do what? Help concentrators grow their brands in the gaming. Talk to me. Talk to me like I got some interest in your gaming services. Oh, OK. Me let would help you grow your brand. Grow your business. What do you mean, do I have a brand? What business? Oh like you do, so I know these words, I don't know these words at all, because I'm 17. Uh-huh but my clients aren't going to be 17. OK but I'm going to be OK. Then you wouldn't be for me. How do you know? Most likely, you wouldn't be making the type of money to be able to afford me. That's where you make it this wrong. what if I'm a 17-year-old kid in the hype house? OK I'm just telling you, if you just dance with me here, I'll tell you where this is going to go, you got to dance with you. All right. I'll dance with you. Just talk to me in plain language, man. What do you do? I'm going to help you grow your stream. Already have millions of people watching. I'm going to make sure you're going to be able to continue doing what you're doing sustainably, what is that? I don't even know what sustainable means. We have millions of people I'm going to make sure you can keep those millions of people watching you. How? I'm trying to use plain words. By making sure everybody knows who you are. I already have millions of people watching me. Now you stay relevant. How? wedding, I am OK. This is how this works. OK, let's pause. OK OK, a couple of things here, like I mentioned to you before. If somebody knows what to search for and they already know all these terms, they already have someone. Mm-hmm So I'm going to imagine right now that you're not a superstar agent for gamers right now, I'm just going to imagine I'm not saying that you're not, you could be. I just don't know about it yet. And so if that's the case, you're going to get somebody in transition. I need you guys to know this, ok? Everybody chases after Nike, but what you want is Nike before they were Nike, because once it become Nike, it's impossible to work with them. All right. This is really critical. They're in transition and people in transition need help. So they're not through the bubble yet, and that's why I would strongly encourage you not to discredit 17-year-olds. They're probably the ones driving the gaming industry, as far as I can tell. My son, who's 15 and every one of his friends are deep into this culture. And they have money. Rocket pro players tend to start render like 18, and the only reason don't start earlier is because rules say that they have to be 18. I see. Yeah so those are you're right there, you're on the cusp right there. You got the game. They are our kids. Yeah, the pony on the internet. OK a couple different things here. Do you guys know the story of Justin Bieber and how he became a superstar? I should write usher third YouTube. YouTube videos. His agent found him because his video was blown up on the internet. I think his name is scooter or something like that, right? Yeah so he's from America. He finds them and he contacts his mom and his mom thinks he's a creep, and he tells the whole story. And so imagine if you're scooter right now saying, I don't want to talk to that kid. Peter, You want those people in transition. Yeah, you're going to go through the bubble so they don't yet know these terms, and there's a good chance that they don't know him and their parents most definitely don't know him. And so you have to start to think about if I'm the parent of a superstar gaming prodigy. And they want to start a career streaming and making money, getting brand deals. So don't use things like sustainable, just like make money, playing video games, work with large corporations, et cetera, sponsorships, people understand that become a pro athlete, become a pro gamer and I will show you how. So you could start to write things like Peter seven steps on how you could become a pro gamer. OK just do me a favor and hit the mute on the mic, I can hear every single keyboard clack that you're my bad, my bad. Yeah, no, no worries. Ok? so you see, like when we started off with Peter strategic mentor gaming creators, I'm like, what? The fudge is that? Make it simple, everybody. OK Thanks for playing with me, Peter. Thank you. So we're going to go to izakaya or kayak. It's key like the car. You got it. Yes, Kia. All right. What's your one thing? Cooking you want to be known for cooking. Being the best, the best teacher, like most efficient and effective. OK as a teacher. Yeah there are a lot of cooking classes and cooking spaces, but they take time to learn. So what people need is efficiency. They need the shortcuts, tips and tricks. OK, what kind of style of cooking? I can teach them any style. Well, that's the problem. One style, please. And what kind of food? Chris, that is the problem, the problem is, is that I'm going to teach them the fundamentals and they can cook any cuisine. OK, I see. So cooking fundamentals, Yeah. Like knife work. That's a part of it, but that's not the whole. Right, right? Tell me all the tell me the top three parts. So each cuisine has some core ingredients that they use, like Mexican chilies, cumin, cilantro, lime. So I just want to teach people the basics, knife skills and how to incorporate. The main ingredients from one region to Dane cook, that kind of cuisine, so it's a map, it's easy. It's not hard. OK, typekit doesn't matter. Coconut milk, lime, shrimp paste. You can make me really hungry, and a lot of people here know more ingredient talk. Good I've had it matter. Why does it? Why does? Why did why do we need to learn to cook? I don't know how to cook, by the way, because we all have to eat. We're bored of the same foods. We want to live better. OK, I'm going to help you here. Many years ago, I was at a conference in Portland and there was a gentleman he was talking and he had a very clear idea. And he's a decorated chef himself. And he said that there is a link between obesity and disease and our lack. Or are the fir- the further we get away from actually our food preparation, the more likely it is that we're going to be out of shape and have all kinds of health issues. Right? and he talked about it in almost a spiritual way, and we need to reconnect. He said so Hunter gatherer days, you killed an animal, you foraged and then you prepared that food and there's a whole process in preparation. He says, look at this, he says. Like when you cook the smells, the aroma sounds. It starts to prepare your mouth and your body to eat. So there's a whole process that your body goes through is this you order a pizza, it arrives, you open a box and you just eat it. So the kind of all the triggers that are happening inside your body? It's this is a very foreign concept that something can arrive and that for you not to know that food is being prepared. And so his whole thing was no celebrities, no, no big personalities. I just want to teach people how to cook. So he showed these videos and they're amazing. He has all these rules about how the videos are made. It's excellent close up shots, nothing like none of them. Master chef like throwing salt and like flame, you know, like, really basic. And he taught like even how to heat a pan. In the short time I spent there, I'm like, wow, I didn't know that's how it's supposed to be. Right he brought a little science, and he it's like anybody can cook and we need to learn to cook because we need to be reconnected to that process of cooking. So the whole philosophy there, so if I can find that person. But I bet you, you're pretty good at searching. You'll be able to find who this person is. OK you might be talking about Michael pope, but here's the deal. Nobody wants to hear that shit. Really overweight. We're sick. Nobody wants to hear that. Nobody wants to know that they're fat. They're sick, that they're not eating well. We already know that. How do we fix it? So that's why I come in that you get people a little at a time. You can't give them that big philosophy. Nobody wants to hear it. Nobody wants to read it. We know we eat too much beef, pork, chicken and potatoes, and we get it, but we don't want to hear. OK, OK. So I'm going to teach them slowly in pieces and a little at a time, and I give them dogma and philosophy up front because that's only one group of people. Those are tree hugger Californians and New York people. I am in California. No, the rest of the country is overweight and suffering. So, OK, OK, fair enough. Fair enough. What will people search for you? Three words. I had best cooking classes, but I'm getting this is a new space for people since the pandemic, so really nobody is nobody is clear at the top, I searched cooking membership classes and there are a few people, but they don't look so good. I think it easy to get in that space. OK, so you think cooking membership classes? Is I want people to dominate. Yeah, I can dominate. I'll tell you why. I'm efficient, and I already know all the excuses that people have in their head. We don't, we don't. We don't need to tell people what to do. We need to tell people how to improve their life based on what they're already doing. So I want to change people. I just want to teach you some tricks and show them a different kind of way. And slowly, slowly, slowly, they can incorporate this into the routine that they already have it. Take time. You can't beat people over the head with it. OK, OK. You don't have to beat me over that. I'm with you. I'm here with you. Now I'm just telling you how it worked. If you want people to really model behavior. You can't give them a lot. OK, I have a book coming out, too, and that's the core of the book. It's not recipes, it's only like 12 recipes. But what I'm really doing is with visuals and placement is teaching them that the repetition of it all and the ideology. So I'm convinced if they do half of the recipes in the book, they'll have a good understanding and start. So this is like 40 pages, super simple. What's the title of the book? Building soups. We say one more time. Building soups. Building soups. Yes is that going to be part of your search strategy? RCO so with all of these pieces, I don't know how to incorporate the different pieces, but yeah, I need to. I need to. Hunker down and figure out the CEO. I haven't even thought about that CEO yet. OK, very good. So we don't have to figure it out today, but we'd like to figure it out. Yes soon, ish. I like to figure it out. Yeah, any time, but Yeah. Yes so unless you have a lot of money, not you specifically, but everybody just spend it on paid marketing. Organic earned media is way better, in my opinion. It's sustainable, it's evergreen, and you're going to develop a skill because we can spend money to get traffic, but it's better for us to build it. So the first part is figuring out what the heck people are looking for to find you. And you're right, sometimes you can come into a category where, like, none of these people are right, but this is where I want to be. And if you know your audience that well, it'll probably be pretty easy for you to just dominate, be the number one search result. And it doesn't take that much effort, you guys. It really doesn't, because most of the market leaders there are asleep at the wheel. They're not focused on content at all. They're just taking it for granted that they win because they're the biggest. So with some persistence and some consistency, if you continue to create content around what it is you want to be known for. You should be able to outrank someone who's 1,000 times your size. This is a David and Goliath strategy. OK, so I'm going to move on. So moving on is Connor. And then we're going to catch and then Emily. Thank you very much, Connor. What's your one thing? I don't know how I can follow that man. That was amazing. Yeah, so don't beat me up. All right. Yeah, yeah, I'll be way more awesome, ok? My one thing is virtual architecture. And my three words are beautiful virtual spaces. Are you working with mason? Yes, you are. Yeah, yeah, yeah, Yeah. OK virtual architecture. OK that seems pretty clear to me. What happens, what are your three search words beautiful virtual spaces? Beautiful virtual spaces. OK, so I'm wondering if the goal is to do the blog thing and the SEO stuff, or is it to just blast articles on linkedin? Um, you could do both. Right? so, yeah, that like list of like know, what's the one thing I could do in the next three months to make sure clients can find me? I don't know whether that's blasting articles on LinkedIn, doing the Facebook ads, things for the right click through rate or setting up my own blog posting to ArtStation getting on Behance. Like which one of these? I mean, I can do all of them, but then I'm not building virtual spaces anymore, you know, like, I'm deviating my time away. Yeah so I don't I don't know which one is the strategy. OK, so you've tested beautiful virtual spaces, and that's where you want to be, right? Yeah, I typed it into Google and there's not really anything. It's Yeah. Hold on, hold on. So you guys need to be careful here. If you type in something Google and nothing good comes up, nobody's looking for it. And we're talking about the entirety of humanity typing into Google, and nobody's interested in it. You're going to own a very small market that's so small that nobody cares. Just be careful that corner. It's growing, though, so it might be just that. It's early, you know, because virtual spaces is something that a lot of people don't even know exist yet. Yeah so it might be inside of the next year that is going to be a more relevant term. Right? OK, I'm going to tell you a little story. Ok? please. All right. I used to work. I used to elcfreelance@estee.com this place called Nova. Com and they run in Hollywood on sunset, I believe, or in Santa Monica. I mean, they're in Hollywood, but on the street called Santa Monica. OK, so I used to work there, and it was considered one of the top five 10 post production design companies in the world. They had so much work there, it was incredible. And then there was a rumor that Steven Spielberg was starting up dreamworks, and he was going to create a place in Marina Del Rey. So everybody in the industry is like Spielberg, Katzenberg and Geffen sg, DreamWorks SKG, we're going to start a new movie studio in Marina Del Rey. So what do these guys do like, you know what, we've got to be ahead of this move. And so we have a theoretical site where DreamWorks is going to be. And so they move their entire company out to this massive space in Marina Del Rey. Two years later, they were out of business. Do you know why? Dreamworks never moved their. Uh, Yeah. You understand this story. Mm-hmm So if you're a gambler. Go for it. I'm not a gambler. I don't need to be the first in. I want to make sure there's enough movement there, enough interest, so you may need to just look at something adjacent to what you're typing in so people can find you and then you can move them over once you have the eyeballs and the traffic. I would spend a little bit more time looking for your three words, where there's really decent traffic and really high quality content. The reason why I said location, location, location is need to be next to the people you want to be next to. Right, look, you could have a mansion in the desert and be worth very little. And you can have a tear down next to a bunch of mansions. Which one would you pick? I would have the tear down next to a bunch of the mansions because the dirt is expensive. You're buying the dirt, not the wood, that's on top of it. So just try to keep working on the three words until you think you hit pay dirt. OK OK, getting back to more specifics here. I'm not sure. Does Google index Facebook and linkedin? Uh, I don't I don't know, I don't think it does as organically, I mean, yeah, you can get LinkedIn articles and stuff, but I don't think it's prioritizing them. Yeah, I didn't think so either. I think they do index Facebook now. But so if part of being found is through search, you can't rely on LinkedIn as your main driver. Right? so we're going to call home base your website where the full unabridged version, that's with great content, great writing, everything is there. And the other platforms are going to point towards this thing. So, for example, with peter, for example, how to make money being a professional gamer. Seven ways to do it. He'll post two or three things on LinkedIn and linking back to the full article plus on LinkedIn the post, they're pretty short in Word count. I think it's like 700 words. It's not a lot of words to write with. OK or characters, I'm sorry, not words. It's not a ton, so your main article, the big, beefy article is on your site and then pieces micro content is elsewhere. Got it! OK OK. Yeah the reason why I said create two pieces of content every quarter or three pieces of content every quarter, something like that or two is they have to be substantive. You're going to write the definitive guide. You have to do research. You might even have to hire a writer to write some of this with you. You might have to render some really beautiful images. Make interactive demos. It's going to take work because if you put in 10 minutes of work, you can eat about 10 minutes worth of results. It's going to be hard work. OK, so I have another question then, because my expertise is in like the technical side of light baking and doing all this like really, really nuanced stuff which may attract people that are trying to build virtual spaces or learning about this space or to work in this space, but not necessarily customers. So like I could, I, you know, I'm a teacher as well, so I could do like a 4 4 minute videos or five five 5, 4 minute videos on how to do light baking and 3D modeling and unwrapping and texturing and all that stuff. But that's and I would be really good at it to it all the time, but that's not really my customer, right or right? Your question? My question is, should I be doing this where my expertise lies, videos and articles and writing around where my expertise lies, because that's where I have the most expertise? Or should I be targeting writing for people, for customers that have no idea about anything in 3D art, which is not something I'm really good at? So let me ask you that question, ok? Connor, should I write and create content around my expertise or write about something I have no idea about? Of course. Yeah, Yeah. So I should write around my expertise. But those aren't our those aren't the customers, though. Yeah so here's the thing. This has come up before. Everyone thinks that this is possible. I have yet to find someone who can do this where you can write an article and only your clients find it. And they're not that many people that can. They can buy these services, right? So my strategy is to build an audience and allow my expertise to bubble up within the community. And so when anybody searches for this, they're going to find me because there are 10,000 people reading this thing all the time. Got it. OK otherwise, you can have six people and Google will say, what? You're an anomaly, you're a statistical error, and they're not going to show you. Ok? I don't think I post design work. I rarely post design work on my feed on Instagram. But you know what? People say, you're the most amazing designer. I'm like, I don't even post design work. And now, as you guys can see, they're sending me job leads. Why would they do that, connor? Yeah, because you're the expert. I'm not yeah, I'm not even the expert, but. Well, I mean, the audience, you know, so social proof plays a lot in how we make decisions. So you can have two comparable artists in any given field. One has 200 followers, one has 200,000 followers. Without knowing anything about the art, you're going to make some assumptions because of social proof. Somebody won an award. There have been, I don't know, their James Beard recipient, their Michelin star restaurant. It's like you don't even have to eat there and you're like, this is better. It's superior. OK, got it. So build your authority. Don't worry too much about which kind of client show up. It's not that easy to do that. If you're a sniper, maybe you can do it. I just don't know anybody that's been able to do it. Very difficult. OK, so castano, what's your question? What's your one thing first? Hi, my one thing is illustration, ok? It's pretty broad. What kind of illustration? Right now, I'm exploring character illustration for children's book, character Illustrator for children's books. OK have you have you done this kind of work before? OK Can you just do some quick research to find out how much people pay for character illustrations for children's books? The minimum salary that I found when I started doing the research was about 25,000. OK are you looking for a job or are you running a business? A business? OK, so we're not talking jobs anymore, right? No salaries. Well, that's how much that would make for one book. Oh, OK. 25 k. And how many illustrations did you have to draw? I don't know. Do the average length of a children's book? These are picture books. Picture books? Yeah 10 to 10 pages. I think it's more than that. Any four pages in any four pages. 24 pages. Wealth spreads, total spreads. Beautiful Ashwin. How much do they pay to illustrate a 24 page book? It varies based on the contract, so if you're the author illustrator, you'll get a higher Royalty. But if you are just the illustrator, you're splitting the Royalty with the author. And then again, the contract for your to get paid ahead of time is again. Yeah, the advance changes based on the publisher, but it's usually a few thousand, maybe 3,000 to 5,000 unless it's a really big publisher. OK, now you have ashwin, you also have Ari Chang Knizner. Do you know Ari and ashwin? No, I just joined yesterday. OK, well, first of all, welcome. OK Ari Cheung has published several children's books, and some of them have won awards too, so he writes and draws. And so you need to connect with him. You need to connect with Ashwin and find out a little bit about the industry that you're potentially getting yourself into. So here's what we want to do whenever we're getting into something new, we want to do just enough research to figure out like there's golden in the hills, you know, before you start sinking all of your energy and effort into this. OK, Krishna. OK. In the world of illustrators, there are a lot of children's children. Book illustrator, so you're moving to a very crowded space. If you have a unique style like ashwin, maybe you'll fare better. But it's going to be tough not to discourage you. It's just going to be tough. A lot of competition took a long time to get where I'm at. And how long have you been doing this? Ashwin over 10 years. There you go. So if you guys don't mind, can you guys connect offline exchange information and just have a little dialogue? Give her a primer. OK, ashwin, let her know what she's in for. OK beautiful. OK all right, so let's move on, let's move on to Lee. Yeah, and it's not my question, but I asked in the chat if someone had a question that they wanted to ask through me. So this is me asking a question for someone else. You know, OK, I'm struggling with breaking down the one thing into monthly, weekly and daily goals. Can you explain that a little bit more? Let's have a question. Yeah, that's a list more, but that he doesn't understand how to do it. OK who is this you? You don't. You don't know. You don't need. OK OK. OK all right. Hi, Roy, how are you? Hi, I'm doing OK. OK OK, Roy, I hope that was OK. OK yeah, OK. OK, so Roy, what's your one thing? My one thing is branding for tech startups, OK, branding for tech startups, any specific region? No, any kind of tech fintech. Actually, it's purpose driven tech startups. So purpose driven. Is that narrow enough yet? Not sure. I'm not sure, either. It's not only telling us it's not so pick a vertical, they're outside to pick a vertical before, but I never enjoyed one specifically. But I've done work in fintech, so fintech is OK. OK, so branding for purpose driven fintech startups, ok? Are these series A pre-funded like seed, pre seed precede? That sounds like just money. Reseat has no money. Actually, I'll tell you right now, no. OK, so I'll move to series and see. Series is that enough money, ashley? Yeah, that's enough money that's getting into. We're starting to spend some money series A as we've been told to spend some money. OK, so the higher you get, the more money and the yeah, you're good. OK where do these people hang out? Um, clubhouse, some do. I was thinking about creating content that you could search for, like, for example, if someone searches for branding money, fintech, startup or pop out. But I'm not sure how many what I could do every day to reach that goal. Yeah OK. So the reason why I had to do what I just did and I know you were trying to be a shield for, but he was OK with it. He was, yeah, he volunteered himself. Yeah, yeah, yeah, yeah, yeah, it's totally OK. The reason why we need to do that is almost always the first step isn't clear when the one thing isn't clear. Mm-hmm That's the problem. So we're going to have this conversation to tell until I'm 90 years old, if I lived that long, which is people will come like, oh, I want to do branding for startups. I'm like, Oh my god, it's like everybody. Oh, tech, no, no. It's perfect surfer. No, no, no. Fintech, OK, but pre-seed don't want go see, we're going to keep doing this. You'll see a pattern here. We got to just keep getting narrower and narrower until we can get into a place where we understand it. So Roy, oftentimes the symptom of unclear first steps is because the one thing wasn't clear to begin with. OK OK, now, do you know who your competitors are? OK That's another sign that we're unclear. And so I recently been talking about this everyone. So positioning, I think it's one of the most important facets of marketing and positioning is the space you occupy in your customer or your audience's mind relative to your competitors. If you need to write this down, everyone positioning is the space you occupy and your customers mind relative to your competitors. So there's only two things you need to remember about that. Who is your customer and who are your competitors? If you can define who your customers are and your competitors, you have no positioning. It's really that simple. So when you know who the competition is, you have to figure out how you fit in there, because if you're the same, if you overlap with someone else in there, if they have more money, more experience, more clients, you're going to be doomed because nobody remembers number 3 and you're lucky if you're even number three in that category. That makes sense. So, for example, the future is an education company that teaches creatives business skills. Who's a competitor? It sucks. But there's another company called the future Academy. Look, what the hell. There are a couple of other and they're all like future related for some reason, I just can't figure it out. Ideal teach teaches some things, you know, but other than that, I mean, who are competitors? And if we're not number one, we're going home. We have to be number one. OK, so I want you to start thinking about who your competitors are and your competitors will teach you a lot Because why. You just go to their landing page. You look at their marketing, you look at their social media accounts, you go on all the little forums and you find out what anybody saying about them. You're like, oh, there's an opportunity for me to exploit. And it's like that. So Heather krank, with your immersive installations, who are your competitors who's bigger than you? Oh, there are lots of people bigger than me. There's I'm blanking on the name. There's a company coming out of London right now that's doing some amazing work that I watch a lot. Yeah, I'm aware of many of them. OK, good. So that tells you something. Having competitors is a good thing, everyone. It means the market can afford to pay someone to do what it is that you want to do. And if they're like sitting there in their lambo, lamborghini, kuntar, you're like, ooh, this is a lucrative market. I mean, obviously people are doing all right in this space, so those are all good signs. The lack of competition is a scary sign to be. OK and so you can say, well, who's that? Well, traditional schools. Mostly design schools because they don't teach what we teach. So we're going to steal their lunch. So we're going to do. We are. That's my strategy. The people you ignore serve, I will serve and I'll win the hearts and their minds. OK, so back to Roy Roy, where are you? There you are. OK, so Roy, find out who your competitors are. Make sure you have clear ideas. Ok? this is a space. I want to be in. Also a highly competitive space. I'm going to encourage you to connect with Ashley. Ashley smithers, she's the one with the not the bun up here. So reach out to her. She works a lot with what do we call these kind of companies actually startups? Startups are not going to use like a really technical term, though. I'm like, yes, startups. She works with a lot of rich people. Yes high net worth individuals. Ultra high net worth individuals. Hi net worth individuals. Yes or wise and wise. I even know what you said. OK, we're good. We're going to move on. So, Monica, you're back. Monica, you have your hand up. You've had your hand up. Thank you for your patience. We're going to just, oh, more hands. Guys, I have to slow down here because we have to do introductions that I'm already almost like two hours into this call. So Monica, what's your one thing? Badass truth teller. Bad ass. Truth teller teller, who? That's kind of big. Yeah, what does that mean? I offer Creative Leadership solutions for top tier executives. And the spin? Is stemming from a. A visual artist, a Fine Arts background. And there's no one in my space doing that in terms of accessing one's creativity. As a top tier executive for innovation and energy management and creativity. But there is something called Creative Leadership solutions. There are huge global company. But it's the old paradigm. I'm the new paradigm. OK so are people looking for the new paradigm? They don't know they need to look for it. But it's common. Whether ready or not, change never sleeps. It doesn't. So, so I'm here to glean some information and rebrand. OK, sorry. OK, so Creative Leadership for top tier executives. Yes you manage it. I'm sorry. What are you for them? It's really about setting clear boundaries and self-awareness and self-care. Those three things aren't really part of there. You're not going to study that when you go to the 0 2 the Wharton School of MBA isms. You're not going to get that. So I talk about it a lot about emotional intelligence and self-awareness. And OK, so that's the right path. Are you are you well-known to this space already? No, that's why I'm here. I'm four years in the game and I need to be OK. Beautiful All right. So I have a challenge for you. Go ahead. I want you to find your book on Amazon. Yeah literally, I want you to do this like almost like right now. All right, you go to Amazon, I want you to search for the book that talks about what it is that you think you do. It could be a couple of books or it could be one book, and I need you to find that book it needs in my mind. It needs to exist. Well, I did. I wrote one last year you wrote a book, what is it called? Creative leadership for modern leaders. OK How's it doing? Yeah not well, I just I guess I'm, you know, I'm stuck on, how do I market it? OK, here, Chris. OK, so Creative Leadership for modern leaders. OK, well, let's assume you didn't write that book. OK because the exercise, I need everyone else to hear this. Ok? go to Amazon, look for your book. Find two or three books that talk about the thing that you want to talk about. OK because usually books have great titles. Books that hook people and then read, read some of it, like the table of contents, kind of find out what is the juice? Find out what people are saying about it because it's going to inform you of the language about how people are talking about this thing. And it could be two different books like one on teaching and one on design, and you just put those two together. Those two books had a baby. That's me. I need to know that people need this right now. I see, OK. And it might not be exactly what you're thinking about, so you might be looking at books on IQ about the right brain thinkers from Daniel Pink. I don't know yet something. And so, you know, I shared this last time. There's a person in Hollywood, and all they do is pitch log lines. You don't log lines are in movies. They're like, it's like road Warrior butts on the ocean. That's World. They just sell concepts like that. This meets that. So we have to find concepts we're familiar with or that we understand it start with why. But for creative leaders, I'm like, oh, I get it. I see. See, that's a hook. Yeah so you've got to be able to reduce it down to a hook that people understand people like things they already are familiar with. Ok? Simon. Thank you. Yes OK, thank you very much, Monica. All right, Phyllis. And then we're going to end with Kia, and then we're going to do introductions. Then I'm out of here. OK, Phyllis. OK you're one thing I want to be known for creating hot brands for restaurant independent restaurant owners. OK well, if you were to say the majority of restaurants, are they independently owned, would you say a good portion of them are? Yes Yeah. Like, how many percentage do you think? When I did the research? Roughly 70, 80 percent, I would say, closer to like 60 five, 60 five, OK, yeah, split in 5% with me. All right. All right. Yeah so 65% of restaurants are independently owned. So do we need to even include independently owned? Yes because I don't want I don't want to be bothered with franchisees because there's nothing. OK, well, I guess, you know, because franchisees will have their own version up for you. Yeah, they're not even looking for you, right? Yeah, they don't even need. Yeah but that means you're working with restaurants now. Yes so it's too broad. What kind of restaurants? OK I was trying to stay away from BBQ restaurants, but that's what I know. First, and a lot of them, I love that, you know, it's such a great visual language. Have you seen the master chef barbecue edition? Have you seen that? I'm sorry, it's called. It's not called master chef, it's called Chef's table barbecue. Oh, my god, this story, he hasn't made you to watch this, like right now, it's Netflix chef's table barbecue. You're the second person who told me about that. I guess I've got to go check it out. The language, the history. It's oh, it's amazing. You go do that. OK but because I don't know, I guess I'm kind of trying to stay away from that industry. Because I know how those guys are. I know a lot of people in barbecue and and they think it's all about their food. It's not about the brisket. It's all about the ribs. It really, yes, it is to a certain degree, but a lot of them, they start, but they never brand. They never create a brand. They figure everybody's going to show up for my ribs. But then when your business dies, you don't know why. So now you start adding fish to your meal, and now you start adding all this other bs. It has nothing to do with barbecue. OK OK. OK yeah, I get kind of heated, I'm sorry. Yeah OK, let's turn the volume the heat from like Max to like mild simmer. Everybody's been so heat. Like I said, I did something wrong. So this one here, so I don't know what you did. You didn't. I was just very passionate about it. Just like, cool down here, ok? I think it's an excellent place to start, and I think what you're talking about is the problem with small business owners, not even in the restaurant industry. Small business owners don't know how to grow a business. They don't, they? Is what happens? Right yes, and so it's going to be a hard thing for you to do, but I would love for you to take on maybe a not so hot barbecue place and start to design their menus, the aprons, their sauces to go bags, all kinds of things and just give them a million worth of design and branding and just talk the hell out of that thing. So you're going to do this as a marketing expense to you. OK yeah, we worked with a small brewery. I know Hamilton, I saw it. I loved it. We tried to make it look as sexy as possible and we wanted to get something from it ourselves. Yeah, and you could do that. You know, when we did that, other breweries called us up. Go, figure. Everyone, when we did that, that series breweries called us up and like, we got money, you want to do this or we don't do client work. It's kind of weird how that works. You show people what you want to do. And Lo and behold, they call you is weird, Phyllis, would you imagine that versus like when you just think about it and you don't show it? No one calls you. It's kind of weird. This is sarcasm. There's this one guy I wouldn't mind working with because he thinks he he's still over the top now because he was on some recent barbecue show on the Discovery Channel. And so every time I see in a clubhouse room, he's typing up. Now he's the TV personality. And it's like, OK, I know. So I guess, like I said, because I know the arrogance of that industry. I kind of shy away from it. That's why I was like, OK, let me go up here and help the other restaurants. OK, I'm going to say this bit. Please don't yell at me. I won't. Yeah, OK, I'm going to say this, and then I'll move on because I really do need a wrap up here. Ok? is this ok? OK the chefs have egos. If we're going to work with chefs and restaurants, we have to learn how to play nice with egos. Or you will be out of business, just want to let if you're a cinematographer. You have to know how to work with ego driven directors. Period every director has a ginormous frickin' ego. And the best ones know how to talk to directors. They know how not to overstep their boundaries. They know how to prop them up so that they feel good. They feel like they're in charge when in fact, most of the times the cinematographers are the ones really running the crew. And everyone respects cinematographer, not necessarily the director. So here's what I would do if I was getting to the barbecue scene, I'm like, you know, Jimmy Johnson, whatever your name is, this is the best ribs. You don't need branding at all. People come here, you put this in a dirt bag and people will buy it. It's like line out the door. Am I right? You right? Ok? what are we going to do to expand nationally? I'll hold a minute now. What were you talking about? Yeah, what are you doing in stores? Oh, in stores. What are you doing to make this like the world beater? Let me help you. You play in today, you go. You give them what they want. So they can give you what you need. Which is money and opportunity. OK, Phyllis, think about it. You've got to learn, don't live. HMM, don't do it on the free. I would do one for free first. No, you know what? Don't do it for free. I want you to do it for trade. Four years worth of barbecue. Now you're going to put on 400 pounds when you do that, but I would just do it in first. My husband is a pit master. There you go. I don't need barbecue. He doesn't listen to me. No, we closed down two restaurants. That's why the barbecue we had to barbecue restaurants. OK OK. OK I don't want to get into your whole business right now. I get it. All right. You know what? We can't look at every door and then close. Two more doors as soon as the door opens, but we'll figure it out. No, no, no. Like I said, I'll do it for someone else, but no shut down the restaurants, but I will do it for someone else and I trust me. I'll take your advice. I just say, where do you live by that person? Huh? where do you live now? I live in Medford, Oregon. We moved from Long Beach about three years ago. You live in oregon? Yes. Does your husband still barbecue? For me. You know, yeah, for you, just you, just me. All right. Maybe we need to do a meet up in Oregon, has a barbecue, should be some ribs. He made me stuff for my birthday. I should put some ribs so you don't feel so bad. I think we usually hang out at your house is what we need to do. OK, I'm going to move on Bourbon and cigars. Go help somebody else. Yes, OK. Kia, you have the last one here. What's your one thing? Yeah, so I actually wrote for my one thing. Yes, grave video creating queen and I have my little crown here just for good measure. But what I did? Oh, sorry. My heart. My heart is beating really, really fast. Take a deep breath. So, yeah, I'm just battling with anxiety right now. So, OK, so we do social impact videos, social, a social impact video agency. And that's what I put in my the Google search because we're actually known as a social marketing agency. But when we do, when I try to type in social marketing agency, it always shows up. Social media marketing agency Yeah. I don't think everybody's typing impact. Yeah, so but our 80% of our revenue came from clients who search for social marketing agencies. So I mean, my question is, since there is a discrepancy in the term, is it OK for me to go for social impact video agency because it's kind of the synonym. It's kind of anonymous for that. No, no. Don't do that. OK you're the person who's going to say, I don't care what the world says, we're going to do it my way. It's kilos, you know, is queen of the world and Kia calls the shots. So far, nobody's Yeah. Unfortunately, there was no ceremony and nobody made you the queen. So you just do what people are searching for. Yeah OK. OK I noticed something. I saw a pattern here. All you guys got really, like, really amazingly creative with your description. And then when I asked, you like what you do, you just boil back down to like social media marketing agency now all the flowery language, all the creative writing. Save it for the article. Save it for what people think about. Like, Oh my god, she's got so much SaaS. Then they are like, oh, she's like a queen. She's a diva. Wouldn't come. OK, whatever the word might be, right? But you don't just put that out there. Like, that's what people think of you when they consume your content. OK, but right now, people are in desperate need for people to make video related content for their social channels. OK OK. So instead of describing what you do, you might want to add the impact that you create when you start writing these things. So video content that converts for social channels? No, it's actually social marketing, so it's marketing for social impact. So, you know, it's not like commercial marketing. So we work a lot with cities and develop. I see what you're saying. So that's kind of my question because it's kind of synonymous to social impact. So social impact messaging, so when social media marketing comes up, so it kind of buries what social marketing really is? Ok? is that such a thing? Social marketing? Yes yes, there is. Actually, there's a National Council for social marketing and this is what we do. We do social marketing trainings for cities and development agencies, and it's something that it's something that we do. I mean, we were in a city that was bombed by terrorists and we created a social marketing campaign for them. So that's actually the specialty that we decided to see. OK so when I type in the three words, what would I type in to find exactly what you're talking about? You won't be able to find it, but social marketing. So I'm not you're not going to be able to print it, but social on leading me in circles, you're like, this is what it is, but nobody can find it. And then we talk about something else. But it's not that it's back to this. This thing exists, right? This is the real thing. Yes, it is called it is called social impact, so you are right there like it is called social impact. If you Google it, OK, and then you can find. Like companies that do this. No articles on it. Well, you can, actually. I think it comes up now, social marketing, if you can search social marketing. Yeah OK, I'm a little confused. Yeah, so social marketing is the use of commercial marketing principles and techniques. OK, so social marketing, yeah, that'll be your thing. Yeah so, I mean, but if I do like social marketing, video or video for social marketing, then it comes out as social video for social media marketing. So that's like that's where the confusion. Yeah so without me getting under the behind the wheel here and just figuring it out, you're going have to figure out the phrasing. So take out the word video until you can figure out the right word. So it doesn't become something that you don't want to do, or it can create confusion. So social marketing is really what you're doing. Yeah right. Yes OK. All right, let's work on that, then you'll figure it out. Yeah OK. OK all right. Oh, and Lee, we're here. I can't believe it. We're done. Two hours. Yeah you know you're so into clubhouse right now, Chris. You can't do calls under two hours. You know what you mean? Oh, you love you. Love doing those long calls two or three hours. You know that's great. You give it that value. Whatever little. I have another clubhouse call. So, you know, I need to do this. I'm going to hit Stop. Yeah, OK. Before I hit stop, I want to just tell you what Josh billing said, Josh Billings said. Be like a postage stamp. Be like a postage stamp. Stick to one thing until you get there. That's it. Yeah so right now, it's the hard task of finding the one thing what your one thing is going to be. I think we found a pattern here, just like my little call summary, which is I think we think of ourselves as like this, this magical unicorn, the purple cow. And nobody's looking for the purple cow right now. So we need to use the language that people are using to find you don't make it so hard for people to find you people. That what we need to do is once we figure this thing out, the way that we verified is we need to have competitors, we need to have search traffic. And it seems like this is a good place for us to be in. And I would rather be in a place that's a little bit more crowded, not overwhelmingly crowded, but a little bit more crowded. And I'm going to push my way through there versus one where nobody's searching for this at all. It's very problematic. It's why some of our YouTube videos don't get any views at all because nobody is searching for it right now, sadly. OK, so you need to check that everyone now. It's three months, sounds like a long time. But I will tell you right now, it's June, July, August, September by the time September rolls around, you're going to say to yourself, I haven't made any progress on this goal at all. It'll just be like, that happens all the time. I need you to figure out your thing and start to work on it, so if it were me, the first thing I would do after this call is listen to episode 48 with Ryan Robinson on content marketing. Listen to a top to bottom take notes. Figure out what he's doing. He gets paid to do this. And in fact, if you love him so much, you can hire him. I think when I talked to me is 20 something years old, and he was making over $100,000 a year as a solopreneur. He's figured it out. Maybe you want to chat with him, he'll help you, or at least you just learn the concepts and start creating the content that builds your authority so that people can find you. This is really, really critical. You have to use words. Google doesn't do so well, just purely on images. OK you've got to use words and you might want to work with a writer. There are writers in this group that you can lean on to get some help. OK, I'm going to stop it right now. Stop the recording. A
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