00:00

Alright. I'm not jealous of any people on earth. I think I'm jealous of Craig Clemens. Because not only has he built a successful billion dollar company with no outside investors,

Alright. I'm not jealous of any people on earth. I think I'm jealous of Craig Clemens. Because not only has he built a successful billion dollar company with no outside investors,

00:08

But he has made hit after hit after hit. And I asked him to come on the podcast. He thought it was just gonna be a normal episode, but then we started talking, I realized that I wanted him to give you a masterclass. And when he's given it to me, he's given it to you, which is to teach us the seven ways

But he has made hit after hit after hit. And I asked him to come on the podcast. He thought it was just gonna be a normal episode, but then we started talking, I realized that I wanted him to give you a masterclass. And when he's given it to me, he's given it to you, which is to teach us the seven ways

00:24

that He, as a marketer, has sold over a billion dollars of products online. He calls these the seven human hijacks.

that He, as a marketer, has sold over a billion dollars of products online. He calls these the seven human hijacks.

00:31

And he goes through example after example of how great products and things that we take for granted, like brushing your teeth or how people eat bacon for breakfast, those weren't things people did back in the day. It was guys like hip, marketers,

And he goes through example after example of how great products and things that we take for granted, like brushing your teeth or how people eat bacon for breakfast, those weren't things people did back in the day. It was guys like hip, marketers,

00:43

that use specific tactics in order to make those a thing. And if you're an entrepreneur who's, who wants to be successful,

that use specific tactics in order to make those a thing. And if you're an entrepreneur who's, who wants to be successful,

00:51

you need to be good at marketing. You gotta be able to sell your product and is very rare to be able to sit with somebody like Craig who's actually

you need to be good at marketing. You gotta be able to sell your product and is very rare to be able to sit with somebody like Craig who's actually

00:58

one of the best to ever do it and ask him, how did you do it? I I mean, I feel like he's doing this. He doesn't have to tell us these secrets. Like, You know, I think he's at that sweet spot where he's been running his company for fifteen years. He's been doing this for a long time. He's six you know, the company's super successful. I don't feel like he has to let guard those secrets anymore. So I told them to give them to us. And I don't know about you, but I've had professors in school who have took marketing classes, but those were not people who have actually been in the game done it. People have actually created categories sold hundreds of millions of dollars of single products that a year ago nobody had ever heard of. And so Craig tells the story of how others did it. And at the end, he tells

one of the best to ever do it and ask him, how did you do it? I I mean, I feel like he's doing this. He doesn't have to tell us these secrets. Like, You know, I think he's at that sweet spot where he's been running his company for fifteen years. He's been doing this for a long time. He's six you know, the company's super successful. I don't feel like he has to let guard those secrets anymore. So I told them to give them to us. And I don't know about you, but I've had professors in school who have took marketing classes, but those were not people who have actually been in the game done it. People have actually created categories sold hundreds of millions of dollars of single products that a year ago nobody had ever heard of. And so Craig tells the story of how others did it. And at the end, he tells

01:34

a story about how he helped create the probiotics category. We ever had probiotics You can thank Craig because he was the one who created, that category and made it mainstream.

a story about how he helped create the probiotics category. We ever had probiotics You can thank Craig because he was the one who created, that category and made it mainstream.

01:43

So enjoy this marketing master class on the seven human hijacks, how marketers have hijacked your brain with Craig Clemens.

So enjoy this marketing master class on the seven human hijacks, how marketers have hijacked your brain with Craig Clemens.

01:54

What's up, dude? You, I have this theory now. Guess who come with the podcast, the more their video setup looks like they were either taken hostage or are, like, you know, in some motel somewhere.

What's up, dude? You, I have this theory now. Guess who come with the podcast, the more their video setup looks like they were either taken hostage or are, like, you know, in some motel somewhere.

02:06

The better the guest is. And we had biology on, and he was, like, white wall. Nothing in the room. And he was just, like, you know, at the time, he didn't have his, like, video set up like, he was at not in his home video setup and, like, the higher your IQ, the worse your video setup, and the opposite is true, unfortunately, for me, which is the more HD and beautiful your video setup, the less interesting things you usually have to say. Yes. Yes. And the cool thing is you're like the real life bad man. You you're you're an ad guy

The better the guest is. And we had biology on, and he was, like, white wall. Nothing in the room. And he was just, like, you know, at the time, he didn't have his, like, video set up like, he was at not in his home video setup and, like, the higher your IQ, the worse your video setup, and the opposite is true, unfortunately, for me, which is the more HD and beautiful your video setup, the less interesting things you usually have to say. Yes. Yes. And the cool thing is you're like the real life bad man. You you're you're an ad guy

02:33

at a copywriter

at a copywriter

02:34

who translated those skills into a billion dollars of sales, which is why when you were coming on this time, we started talking and kinda realize that you have a master class in you. So normally, we hang out. We just shoot the shit about business ideas, but occasionally,

who translated those skills into a billion dollars of sales, which is why when you were coming on this time, we started talking and kinda realize that you have a master class in you. So normally, we hang out. We just shoot the shit about business ideas, but occasionally,

02:48

we just drop a knowledge bomb. The knowledge bomb is what we call a master class, which is just let somebody

we just drop a knowledge bomb. The knowledge bomb is what we call a master class, which is just let somebody

02:54

do their thing for thirty minutes. And the cool thing about this is you said you had given talk internally to your team to your company to pump them up. And it sounded so dope that I just said, can you just please do that on the pod? And you you agreed. And so my friend, the floor is gonna be yours. I'm here when you need me. I might chime in here and there, but I'm really gonna let you cook during this and, let Craig Clemers do this master class. So Take it away.

do their thing for thirty minutes. And the cool thing about this is you said you had given talk internally to your team to your company to pump them up. And it sounded so dope that I just said, can you just please do that on the pod? And you you agreed. And so my friend, the floor is gonna be yours. I'm here when you need me. I might chime in here and there, but I'm really gonna let you cook during this and, let Craig Clemers do this master class. So Take it away.

03:18

So,

So,

03:20

Sean, did you brush your teeth this morning? Did you take an elevator, or are you wearing sneaks right now? Any any guesses. One of three ain't bad. One of three ain't bad. One of three ain't bad. Okay. Well, marketers created all of that. Marketers created

Sean, did you brush your teeth this morning? Did you take an elevator, or are you wearing sneaks right now? Any any guesses. One of three ain't bad. One of three ain't bad. One of three ain't bad. Okay. Well, marketers created all of that. Marketers created

03:34

so much of our daily behavior

so much of our daily behavior

03:36

that,

that,

03:39

people that I tell these stories do don't even wanna accept it.

people that I tell these stories do don't even wanna accept it.

03:43

And,

And,

03:44

you know, it's it's okay though. I mean, that's that's,

you know, it's it's okay though. I mean, that's that's,

03:48

that's the case for everyone. You're not alone.

that's the case for everyone. You're not alone.

03:50

So

So

03:51

do you know who this guy is on the left here? I do not, but he looks very sophisticated. Who is that? This is, this is a smart motherfucker. This is Sigmund Freud. Oh,

do you know who this guy is on the left here? I do not, but he looks very sophisticated. Who is that? This is, this is a smart motherfucker. This is Sigmund Freud. Oh,

04:01

And

And

04:02

this gentleman on the right, the you know who that is. I'm guessing you don't.

this gentleman on the right, the you know who that is. I'm guessing you don't.

04:08

I do not. Okay. Well, this guy has changed your life.

I do not. Okay. Well, this guy has changed your life.

04:12

This guy is a man named Edward Bernays. He's often called the father of public relations,

This guy is a man named Edward Bernays. He's often called the father of public relations,

04:19

and he is actually Sigmund Freud's nephew.

and he is actually Sigmund Freud's nephew.

04:23

So

So

04:25

I don't know,

I don't know,

04:26

what exactly kinda kinda shirt your word over there, Sean, or if you, put some some style into it. But this guy is, as is his hands and so much stuff that he he literally

what exactly kinda kinda shirt your word over there, Sean, or if you, put some some style into it. But this guy is, as is his hands and so much stuff that he he literally

04:38

created consumerism.

created consumerism.

04:40

So quick example,

So quick example,

04:43

Before Bernays,

Before Bernays,

04:44

people would buy clothes, you know, unless you were in, like, the the upper classes, people would buy clothes to go to work,

people would buy clothes, you know, unless you were in, like, the the upper classes, people would buy clothes to go to work,

04:52

He's the one who got together with a bunch of other people there, like, wait a second. These work clothes, people aren't buying enough of them. If people use clothing for expression,

He's the one who got together with a bunch of other people there, like, wait a second. These work clothes, people aren't buying enough of them. If people use clothing for expression,

04:59

then people would buy more clothes. And he got the expression,

then people would buy more clothes. And he got the expression,

05:04

vibe to go all the way down the line from anybody who could afford clothing to be buying more clothing and then buying

vibe to go all the way down the line from anybody who could afford clothing to be buying more clothing and then buying

05:09

more things when they came into season and this and that. Now it's people who don't have the means that by by by more clothing, they they can afford. Right? Well, let me just get into some of the the examples here.

more things when they came into season and this and that. Now it's people who don't have the means that by by by more clothing, they they can afford. Right? Well, let me just get into some of the the examples here.

05:20

And that he'll see that this guy was operating on a level that is is unfathomable.

And that he'll see that this guy was operating on a level that is is unfathomable.

05:26

So

So

05:28

In this presentation, I'm gonna share with you what I've discovered

In this presentation, I'm gonna share with you what I've discovered

05:32

studying and creating marketing campaigns

studying and creating marketing campaigns

05:36

that have caused world change.

that have caused world change.

05:38

And I call them the seven

And I call them the seven

05:41

human hijacks because

human hijacks because

05:43

when you use these seven things,

when you use these seven things,

05:46

you are hijacking

you are hijacking

05:47

the limbic system of the brain

the limbic system of the brain

05:50

and

and

05:51

a human cannot help themselves but to pay attention and either respond or at least

a human cannot help themselves but to pay attention and either respond or at least

05:59

log what you're going to do or say into their brain and maybe they respond the next time.

log what you're going to do or say into their brain and maybe they respond the next time.

06:04

But

But

06:05

the seven hijacks, I'm gonna

the seven hijacks, I'm gonna

06:08

share each of them after I share these marketing campaigns that you're gonna see how they repeat. And not every campaign uses all seven, but,

share each of them after I share these marketing campaigns that you're gonna see how they repeat. And not every campaign uses all seven, but,

06:14

you'll see that of them are extremely powerful. And then when you put them all together, that's when you can really do this type of thing yourself.

you'll see that of them are extremely powerful. And then when you put them all together, that's when you can really do this type of thing yourself.

06:23

So if you're watching this right now and you're excited about you possibly changing the world forever,

So if you're watching this right now and you're excited about you possibly changing the world forever,

06:29

this is the recipe. Let's go.

this is the recipe. Let's go.

06:34

Our software is the worst. Have you heard of HubSpot?

Our software is the worst. Have you heard of HubSpot?

06:37

See, most CRMs are a cobbled together mess, but HubSpot is easy to adopt and actually looks gorgeous. I think I love our new CRM. Our software is the best. HubSpot,

See, most CRMs are a cobbled together mess, but HubSpot is easy to adopt and actually looks gorgeous. I think I love our new CRM. Our software is the best. HubSpot,

06:48

grow better.

grow better.

06:49

Okay. One of the most interesting marketing campaigns of all time was created by a guy named Claude Hopkins.

Okay. One of the most interesting marketing campaigns of all time was created by a guy named Claude Hopkins.

06:55

So Claude Hopkins

So Claude Hopkins

06:57

was approached

was approached

06:58

by a toothpaste company called Pepsodent, and they said, Claude, we wanna sell more of our toothpaste.

by a toothpaste company called Pepsodent, and they said, Claude, we wanna sell more of our toothpaste.

07:05

And he looked at the lay of the land, and he realized there was a problem.

And he looked at the lay of the land, and he realized there was a problem.

07:10

He said to Pepsodent, and he said, look,

He said to Pepsodent, and he said, look,

07:12

Only five percent of people

Only five percent of people

07:15

brush their teeth

brush their teeth

07:17

on a daily basis. So why are you even in this business that not a lot of people are taking part. Do you believe that, Sean, 1920s?

on a daily basis. So why are you even in this business that not a lot of people are taking part. Do you believe that, Sean, 1920s?

07:25

Ninety five percent of the women that you kiss are gonna have terrible breath. No one brushed their teeth back then. And so Claude tells the the founders of Pepsodent, and he's like, look, if you guys really wanna sell some toothpaste,

Ninety five percent of the women that you kiss are gonna have terrible breath. No one brushed their teeth back then. And so Claude tells the the founders of Pepsodent, and he's like, look, if you guys really wanna sell some toothpaste,

07:36

you're gonna have to get people

you're gonna have to get people

07:38

brushing their teeth.

brushing their teeth.

07:40

And so he created this masterful ad campaign

And so he created this masterful ad campaign

07:44

that built Pepsodent

that built Pepsodent

07:45

into the the dominating toothpaste brand for for decades.

into the the dominating toothpaste brand for for decades.

07:50

And

And

07:51

this is the ad. The ad says the film

this is the ad. The ad says the film

07:54

that discolors the whitest teeth. And then he has you do a demonstration.

that discolors the whitest teeth. And then he has you do a demonstration.

07:59

So do this with me, Sean. Take the tip of your tongue.

So do this with me, Sean. Take the tip of your tongue.

08:02

Put it over the the

Put it over the the

08:04

the fronts. Put it over these gold fronts you got under there.

the fronts. Put it over these gold fronts you got under there.

08:08

Mhmm. Okay. Do you feel that film

Mhmm. Okay. Do you feel that film

08:11

there on your team? Yeah. Kinda do.

there on your team? Yeah. Kinda do.

08:13

Kinda do. So the ad goes on to say that brushing with Pepsi and is gonna remove that film.

Kinda do. So the ad goes on to say that brushing with Pepsi and is gonna remove that film.

08:19

And behind that film

And behind that film

08:21

is a movie star smile.

is a movie star smile.

08:25

And it's so genius. Right? Because everybody wants that movie star smile, everybody has that film, whether you just brushed your teeth five minutes ago or not, that he feel that and you're like, oh, shoot. I got this film, you know. And then it talks about how pepsi did it is the way to get rid of that film. So the result of this ad, within a decade,

And it's so genius. Right? Because everybody wants that movie star smile, everybody has that film, whether you just brushed your teeth five minutes ago or not, that he feel that and you're like, oh, shoot. I got this film, you know. And then it talks about how pepsi did it is the way to get rid of that film. So the result of this ad, within a decade,

08:45

eighty five percent of Americans then brush her teeth on a daily basis.

eighty five percent of Americans then brush her teeth on a daily basis.

08:49

And Pepsodent

And Pepsodent

08:50

is still around today. They ran this ad campaign

is still around today. They ran this ad campaign

08:54

for, I don't know, fifty years, something like that. And I'll tell you something interesting

for, I don't know, fifty years, something like that. And I'll tell you something interesting

08:59

is about ten years in there was other companies trying to compete with Pepsilan,

is about ten years in there was other companies trying to compete with Pepsilan,

09:03

and they were using a similar campaign, you know, it was very common to steal an ad campaign, but they couldn't get the repeat orders.

and they were using a similar campaign, you know, it was very common to steal an ad campaign, but they couldn't get the repeat orders.

09:09

And they did a a focus group And they found out that people love Pepsi because it had this, like, minty flavor that made their mouth tingle after they brushed with it.

And they did a a focus group And they found out that people love Pepsi because it had this, like, minty flavor that made their mouth tingle after they brushed with it.

09:20

And then the toothpaste companies, the other one started knocking that off.

And then the toothpaste companies, the other one started knocking that off.

09:25

And when people felt the tingle, then they stick with other companies. Otherwise, they'd try the other one. They would feel wouldn't feel the tingle, and they'd be like, oh, it's not actually working. You know? So they'd go right back to Pepsodent. So they they owned it for, like, ten years and then it got actually competitive because then people were not only stealing their ads. They were stealing, you know, their their secret at the tingle. So what are the the human hijacks that Claude Hopkins used?

And when people felt the tingle, then they stick with other companies. Otherwise, they'd try the other one. They would feel wouldn't feel the tingle, and they'd be like, oh, it's not actually working. You know? So they'd go right back to Pepsodent. So they they owned it for, like, ten years and then it got actually competitive because then people were not only stealing their ads. They were stealing, you know, their their secret at the tingle. So what are the the human hijacks that Claude Hopkins used?

09:48

One, he sold the dream of the movie star smile. And you're gonna see this theme reoccurring throughout this presentation.

One, he sold the dream of the movie star smile. And you're gonna see this theme reoccurring throughout this presentation.

09:57

Second, he created a powerful demonstration that anyone could do. And that's just rubbing your tongue over the the front of your teeth. And then the next thing he did is he made it about them. He made it about the potential user

Second, he created a powerful demonstration that anyone could do. And that's just rubbing your tongue over the the front of your teeth. And then the next thing he did is he made it about them. He made it about the potential user

10:10

And this is a a big thing that,

And this is a a big thing that,

10:13

a lot of companies mess up is they just talk about their own product and, you know, why they're so excited about it, but they don't talk about why it's gonna be exciting

a lot of companies mess up is they just talk about their own product and, you know, why they're so excited about it, but they don't talk about why it's gonna be exciting

10:21

for the user.

for the user.

10:22

And flawed did a really great job of that.

And flawed did a really great job of that.

10:25

Sharing how it's gonna give them that movie star smile.

Sharing how it's gonna give them that movie star smile.

10:29

So That's that's like the there's this diagram that I love that's, like,

So That's that's like the there's this diagram that I love that's, like,

10:33

I call it the Mario Marketing. I I don't know who have originally created this. I saw it from that company buffer, but I don't I don't know if they created originally, but it's Little Mario

I call it the Mario Marketing. I I don't know who have originally created this. I saw it from that company buffer, but I don't I don't know if they created originally, but it's Little Mario

10:42

you know, Mario, when he's small, then it's the fire flower. And then when Mario gets the fire flower, he's able to shoot fireballs out of it, you know, out of his hands. He's running around. He's huge it gets you fireballs, and basically it says,

you know, Mario, when he's small, then it's the fire flower. And then when Mario gets the fire flower, he's able to shoot fireballs out of it, you know, out of his hands. He's running around. He's huge it gets you fireballs, and basically it says,

10:53

don't sell this, the fire flower, which is your product,

don't sell this, the fire flower, which is your product,

10:56

sell this, which is the customer going from Little Mario to being big Mario who could shoot fireballs at right? And it's like, that's what you wanna sell is how the user will be more badass rather than all the features and, facets about your product.

sell this, which is the customer going from Little Mario to being big Mario who could shoot fireballs at right? And it's like, that's what you wanna sell is how the user will be more badass rather than all the features and, facets about your product.

11:12

Yes. Exactly. So think about benefits. What's the benefit? What's in it for them? You know, these people are busy. Right now, Sean, I think people see something like four thousand as a day.

Yes. Exactly. So think about benefits. What's the benefit? What's in it for them? You know, these people are busy. Right now, Sean, I think people see something like four thousand as a day.

11:22

And

And

11:23

they did a study and it showed that the human brain has the,

they did a study and it showed that the human brain has the,

11:28

same intelligence span as a goldfish. It's like less than

same intelligence span as a goldfish. It's like less than

11:32

you know,

you know,

11:34

the ability of a goldfish to pay attention. So how do you grab their attention

the ability of a goldfish to pay attention. So how do you grab their attention

11:38

Well, you have to talk about something that's exciting to them, something that keeps them up at night or something that they, you know, have a deep dream hope and desire for.

Well, you have to talk about something that's exciting to them, something that keeps them up at night or something that they, you know, have a deep dream hope and desire for.

11:47

So I wanna get back to that demonstration.

So I wanna get back to that demonstration.

11:50

Where did Claude get the idea for this demonstration? So eighteen fifty

Where did Claude get the idea for this demonstration? So eighteen fifty

11:55

four

four

11:56

There's a guy named Otis, and Otis gets into the elevator business. And

There's a guy named Otis, and Otis gets into the elevator business. And

12:02

he didn't invent the elevator, but he came up with it at a braking system for the elevator. So back then, people were afraid to use elevators because every once in a while, just, like, today, you hear about a car accident, you hear about an elevator accident where, you know, people get on and the elevator falls down. Right?

he didn't invent the elevator, but he came up with it at a braking system for the elevator. So back then, people were afraid to use elevators because every once in a while, just, like, today, you hear about a car accident, you hear about an elevator accident where, you know, people get on and the elevator falls down. Right?

12:18

So Otis creates his great braking system.

So Otis creates his great braking system.

12:21

First year out, he only sells three elevators.

First year out, he only sells three elevators.

12:24

The next year, Audi sells seven elevators. Like, no one cares. You know? He he doesn't doesn't,

The next year, Audi sells seven elevators. Like, no one cares. You know? He he doesn't doesn't,

12:30

have the ability to get the word out. And then he meets this guy named PT Barnum.

have the ability to get the word out. And then he meets this guy named PT Barnum.

12:35

And so everyone probably now knows, PT barnum, one of the the greatest

And so everyone probably now knows, PT barnum, one of the the greatest

12:40

marketing and showman of all time.

marketing and showman of all time.

12:43

And PT Barnum says, this is what we're gonna do. We're gonna go to the Crystal Palace in New York City, which was this big

And PT Barnum says, this is what we're gonna do. We're gonna go to the Crystal Palace in New York City, which was this big

12:50

exhibition hall, and we're gonna do a grand demonstration.

exhibition hall, and we're gonna do a grand demonstration.

12:54

So Otis gets up there on this elevator shaft,

So Otis gets up there on this elevator shaft,

12:59

and

and

13:00

he has his assistant get up there with an axe.

he has his assistant get up there with an axe.

13:03

And so he's standing on it. They the elevator goes up the shaft just like it normally would at a building. And he's like, cut the cord, Jimmy.

And so he's standing on it. They the elevator goes up the shaft just like it normally would at a building. And he's like, cut the cord, Jimmy.

13:11

It was boom, but it cuts the first cord. The elevator drops, like, just a little bit. And then there's one more cord hanging and everyone's looking out, and they're like, oh, shit.

It was boom, but it cuts the first cord. The elevator drops, like, just a little bit. And then there's one more cord hanging and everyone's looking out, and they're like, oh, shit.

13:20

This is the cord. And then, boom, it puts actually the second cord, and it elevates

This is the cord. And then, boom, it puts actually the second cord, and it elevates

13:26

only two feet and stops.

only two feet and stops.

13:29

And he's, like, all safe here, gentlemen. All safe.

And he's, like, all safe here, gentlemen. All safe.

13:33

And those are, like, like, famous words that were published in the newspaper, all safe here.

And those are, like, like, famous words that were published in the newspaper, all safe here.

13:39

And it showed that Otis had invented

And it showed that Otis had invented

13:42

a braking system for elevators of work. So over the next decade, he sold two thousand elevators He got all the greatest commissions. He did the the Eiffel Tower, the Empire State Building.

a braking system for elevators of work. So over the next decade, he sold two thousand elevators He got all the greatest commissions. He did the the Eiffel Tower, the Empire State Building.

13:53

And even today,

And even today,

13:55

if you look at your elevator,

if you look at your elevator,

13:57

I've found about half of the elevators I get into

I've found about half of the elevators I get into

14:00

have this little Otis logo.

have this little Otis logo.

14:03

Yeah. That Otis is is still crushing All my zippers? All my zipper say y k k and all my elevator say Otis. That's all those are the only two things I know. Yeah. So, so that's the power of a great demonstration. So what did what did Otis do?

Yeah. That Otis is is still crushing All my zippers? All my zipper say y k k and all my elevator say Otis. That's all those are the only two things I know. Yeah. So, so that's the power of a great demonstration. So what did what did Otis do?

14:17

The the powerful demonstration

The the powerful demonstration

14:19

stands in people's minds And he also made it an event, you know.

stands in people's minds And he also made it an event, you know.

14:24

So

So

14:25

what's great about an event? Well,

what's great about an event? Well,

14:28

One, people are gonna show up and two, it's gonna get covered by the newspaper.

One, people are gonna show up and two, it's gonna get covered by the newspaper.

14:32

But if you think about it on a on a more primal level, have you ever heard the phrase Sean nothing attracts a crowd like a crowd?

But if you think about it on a on a more primal level, have you ever heard the phrase Sean nothing attracts a crowd like a crowd?

14:41

No. But I like that. One of my favorite favorite sayings, and it it just shows that humans cannot resist an event, you know? If you're walking down the street and then you see, like, a big crowd of people and something's going on over there and there's a band or whatever, it's like, you gotta see what's going on. It's just just natural.

No. But I like that. One of my favorite favorite sayings, and it it just shows that humans cannot resist an event, you know? If you're walking down the street and then you see, like, a big crowd of people and something's going on over there and there's a band or whatever, it's like, you gotta see what's going on. It's just just natural.

14:57

And so if you make your advertising an event,

And so if you make your advertising an event,

15:00

then

then

15:01

people cannot

people cannot

15:03

not pay attention to it. And then he also

not pay attention to it. And then he also

15:06

showed unquestionable

showed unquestionable

15:08

proof

proof

15:10

using that demonstration

using that demonstration

15:11

putting his own body on the elevator. He didn't use a dummy. He didn't use a monkey. He himself was on that elevator while his assistant was was cutting the cords.

putting his own body on the elevator. He didn't use a dummy. He didn't use a monkey. He himself was on that elevator while his assistant was was cutting the cords.

15:21

And so that's the type of unquestionable

And so that's the type of unquestionable

15:24

proof that lead people to go ahead and take take a

proof that lead people to go ahead and take take a

15:28

action to buy without questioning it.

action to buy without questioning it.

15:30

And, of course, he made it about them. He didn't get up there and show his fancy braking system or how it worked, you know, he addressed the fear in everyone's mind that was about the safety of of getting on an elevator,

And, of course, he made it about them. He didn't get up there and show his fancy braking system or how it worked, you know, he addressed the fear in everyone's mind that was about the safety of of getting on an elevator,

15:44

and he did it with the powerful demonstration. So

and he did it with the powerful demonstration. So

15:47

Oh, let me show you, let me show you something. Hold on.

Oh, let me show you, let me show you something. Hold on.

15:59

Alright. Do you know this brand,

Alright. Do you know this brand,

16:02

Minnie Katana? Have you seen them, Craig? I have not.

Minnie Katana? Have you seen them, Craig? I have not.

16:05

Alright. So I am about to,

Alright. So I am about to,

16:09

YouTube don't be alarmed.

YouTube don't be alarmed.

16:11

This is inside here is a giant sword.

This is inside here is a giant sword.

16:14

And,

And,

16:16

this company, so this brand, they sell these it's called mini katana, but it's actually humongous. So they sell these swords

this company, so this brand, they sell these it's called mini katana, but it's actually humongous. So they sell these swords

16:23

Now the problem with selling swords is that Google and Facebook don't let you do it. You can't advertise weapons.

Now the problem with selling swords is that Google and Facebook don't let you do it. You can't advertise weapons.

16:29

So how does an e commerce brand work when you can't advertise weapons. Well, what they did was they started they hired like twenty YouTubers and TikTokers,

So how does an e commerce brand work when you can't advertise weapons. Well, what they did was they started they hired like twenty YouTubers and TikTokers,

16:37

and they would have them do what you just described. Powerful demonstration. So they would take this they would take this sword and they would instead of saying, you know, why you need a sword because most people don't need a sword. Let's be honest.

and they would have them do what you just described. Powerful demonstration. So they would take this they would take this sword and they would instead of saying, you know, why you need a sword because most people don't need a sword. Let's be honest.

16:49

Instead

Instead

16:50

of talking about how long it is or how sharp it is or whatever, they would show that the sword could cut through a bullet that was fired at So this video starts with a guy holding the sword, and there's a bullet aimed at him, and he's gonna try to split it in half. And, and then when he does it, it's a powerful presentation about, how

of talking about how long it is or how sharp it is or whatever, they would show that the sword could cut through a bullet that was fired at So this video starts with a guy holding the sword, and there's a bullet aimed at him, and he's gonna try to split it in half. And, and then when he does it, it's a powerful presentation about, how

17:07

badass these swords are. And he they all of their marketing, they'll take a stake. They'll you just see a stake plopped down on a cutting board and then a giant sword cutting through it. It was just completely unnecessary, but it is a powerful demonstration.

badass these swords are. And he they all of their marketing, they'll take a stake. They'll you just see a stake plopped down on a cutting board and then a giant sword cutting through it. It was just completely unnecessary, but it is a powerful demonstration.

17:19

And, you know, I I remember seeing those TED talks where

And, you know, I I remember seeing those TED talks where

17:23

guys take a glass

guys take a glass

17:25

and they, you know, it's like, here's dirty water. Would you drink this water? It's like no way. And then they put it into their filter and then, like, with their bottle filter, and then they start to drink it. And I don't know who as well as Bill Gates or something. Yeah. It's like chugs this the water first, right, for for Yeah. Exactly. They make it disgusting. And then the whole out as gasping.

and they, you know, it's like, here's dirty water. Would you drink this water? It's like no way. And then they put it into their filter and then, like, with their bottle filter, and then they start to drink it. And I don't know who as well as Bill Gates or something. Yeah. It's like chugs this the water first, right, for for Yeah. Exactly. They make it disgusting. And then the whole out as gasping.

17:42

And, like, they could tell you how the filter works, or they could show you that they're willing to drink the water through this filter that was, like, disgusting water. I still remember that was, like, twenty years ago. I still remember that video because it's just high you're right. It hijacked my brain. Yeah. The the knife company, they're genius. Any knife infomercial will do this where they'll be taking a knife and cutting a penny, you know, or, like, effortlessly slicing tomatoes through the air.

And, like, they could tell you how the filter works, or they could show you that they're willing to drink the water through this filter that was, like, disgusting water. I still remember that was, like, twenty years ago. I still remember that video because it's just high you're right. It hijacked my brain. Yeah. The the knife company, they're genius. Any knife infomercial will do this where they'll be taking a knife and cutting a penny, you know, or, like, effortlessly slicing tomatoes through the air.

18:07

And you know who was,

And you know who was,

18:09

the king of this with doctor Oz? Doctor Oz. What did he do? Every

the king of this with doctor Oz? Doctor Oz. What did he do? Every

18:13

episode of the doctor Oz show is a marketing master class.

episode of the doctor Oz show is a marketing master class.

18:17

He advertised shit. I'm sleeping on doctor Oz. Yeah. He advertised these nutrients, and I don't know if he had some type of deal with manufacturers

He advertised shit. I'm sleeping on doctor Oz. Yeah. He advertised these nutrients, and I don't know if he had some type of deal with manufacturers

18:25

or something like that, but he would ever eyes, like,

or something like that, but he would ever eyes, like,

18:28

like Resveratrol

like Resveratrol

18:30

or, like,

or, like,

18:32

Garcinia

Garcinia

18:33

Cambogia berries,

Cambogia berries,

18:34

which

which

18:35

were, like, weight loss, but he wouldn't ever advertise a specific brand. He would just talk about Garcia Campbell.

were, like, weight loss, but he wouldn't ever advertise a specific brand. He would just talk about Garcia Campbell.

18:41

If you look one of the reasons it's hard to advertise supplements online, is because Dr. Oz would go and talk about Garcinia Cambogia, whatever, berry. And then all these scammers would create websites

If you look one of the reasons it's hard to advertise supplements online, is because Dr. Oz would go and talk about Garcinia Cambogia, whatever, berry. And then all these scammers would create websites

18:52

Selling Garcinia Cambogia on auto ship that you could never get out. You know, you some of the websites, somebody would disappear. That thing would be ducking your credit card for years later, you know, I know.

Selling Garcinia Cambogia on auto ship that you could never get out. You know, you some of the websites, somebody would disappear. That thing would be ducking your credit card for years later, you know, I know.

19:03

So

So

19:05

Doctor draws, one of the ones I remember, is he'd go on there and he'd say,

Doctor draws, one of the ones I remember, is he'd go on there and he'd say,

19:11

this

this

19:12

is your body, and these balloons on it, and then he'd have, like, a mannequin with with balloons on it.

is your body, and these balloons on it, and then he'd have, like, a mannequin with with balloons on it.

19:18

These balloons are the fat cells.

These balloons are the fat cells.

19:21

Oh,

Oh,

19:22

wow. Garcinia

wow. Garcinia

19:23

Cambogia

Cambogia

19:24

is a miracle berry.

is a miracle berry.

19:26

That works

That works

19:27

for any body type.

for any body type.

19:30

And then he take out a pin. He'd be like, this is the berry.

And then he take out a pin. He'd be like, this is the berry.

19:34

Pop, pop, pop, pop, pop, pop.

Pop, pop, pop, pop, pop, pop.

19:37

That's what Garcinia

That's what Garcinia

19:38

Cambogia does to the fat cells in your body.

Cambogia does to the fat cells in your body.

19:42

I don't think it's great. It's crazy, man. Like,

I don't think it's great. It's crazy, man. Like,

19:45

a billion dollars of Garcinia Cambogia, we'd stole over the next few months.

a billion dollars of Garcinia Cambogia, we'd stole over the next few months.

19:50

Mostly to these scammy auto-billing marketers. It was it was wild. And he did this with, like, five different berries. Over time. And eventually, he got pulled into Congress to testify and all this shit and, like, no way. It was wild. He rolled with it because he was getting all these allegations that he was starting on. Episode, he goes, he gets a camera crew behind him, and he goes down to one of the companies that's selling the Garcinia Cambogia, and he knocks in the door. He's got the camera behind him. The founder comes out. I didn't give you permission to use my name and likeness to sell your Garcinia Cambogia

Mostly to these scammy auto-billing marketers. It was it was wild. And he did this with, like, five different berries. Over time. And eventually, he got pulled into Congress to testify and all this shit and, like, no way. It was wild. He rolled with it because he was getting all these allegations that he was starting on. Episode, he goes, he gets a camera crew behind him, and he goes down to one of the companies that's selling the Garcinia Cambogia, and he knocks in the door. He's got the camera behind him. The founder comes out. I didn't give you permission to use my name and likeness to sell your Garcinia Cambogia

20:20

and, like, you're auto-billing customers and this and that, you know, and he was, like, pretending that he was the the good guy, but I don't know, man. I don't know if, like, parts of the year was lining his pockets or something before it happened, but, like, Yeah. This was so many berries and for so many years,

and, like, you're auto-billing customers and this and that, you know, and he was, like, pretending that he was the the good guy, but I don't know, man. I don't know if, like, parts of the year was lining his pockets or something before it happened, but, like, Yeah. This was so many berries and for so many years,

20:36

it it's crazy, man. It was, like, billions of dollars of fraud happened because of because of his you know, what I love about this is,

it it's crazy, man. It was, like, billions of dollars of fraud happened because of because of his you know, what I love about this is,

20:43

a lot of the audience who listens to this and a lot of the people I know who are,

a lot of the audience who listens to this and a lot of the people I know who are,

20:48

entrepreneurial or technical type engineering type people often so,

entrepreneurial or technical type engineering type people often so,

20:53

rational and logical and, like, sort of analytical about the way that they wanna about the way they see the world. And so the idea that, hey, we're gonna

rational and logical and, like, sort of analytical about the way that they wanna about the way they see the world. And so the idea that, hey, we're gonna

21:02

do this event with the the ax swinging at the the the rope or, you know, we're gonna blow up these balloons and they'll be like, well, that's not what the fat cell looks like. That's way too big. That's not to scale.

do this event with the the ax swinging at the the the rope or, you know, we're gonna blow up these balloons and they'll be like, well, that's not what the fat cell looks like. That's way too big. That's not to scale.

21:12

You know, like, you have to almost

You know, like, you have to almost

21:14

You have to use the other part of your brain if you're gonna do this. You have to make something

You have to use the other part of your brain if you're gonna do this. You have to make something

21:19

powerful, visual,

powerful, visual,

21:21

dramatic, and those are not skills that typically

dramatic, and those are not skills that typically

21:24

your kind of,

your kind of,

21:26

operational or technical person is used to flexing. And so what I love about this is these examples that give you inspiration to be able to, like, go use that other part of your brain. You know, if you look at these, we got the hijacks up here, right, from Otis elevator.

operational or technical person is used to flexing. And so what I love about this is these examples that give you inspiration to be able to, like, go use that other part of your brain. You know, if you look at these, we got the hijacks up here, right, from Otis elevator.

21:40

All of these apply to what I just said about Dr. Oz, the event is that it's a TV show.

All of these apply to what I just said about Dr. Oz, the event is that it's a TV show.

21:45

You know, so that makes an event already. The demonstration,

You know, so that makes an event already. The demonstration,

21:49

the unquestionable proof is him, he's a doctor, saying that this is gonna work for you. And then making it about them, he says, this is the miracle weight loss cure for all body types. Like, those are almost his exact words. And by the way, you, you know, who else does this? Amazingly well? Elon.

the unquestionable proof is him, he's a doctor, saying that this is gonna work for you. And then making it about them, he says, this is the miracle weight loss cure for all body types. Like, those are almost his exact words. And by the way, you, you know, who else does this? Amazingly well? Elon.

22:04

Elon, who's the, you know, the scientist, the hardcore engineer. You know what he's brilliant at? Just yesterday, the news was,

Elon, who's the, you know, the scientist, the hardcore engineer. You know what he's brilliant at? Just yesterday, the news was,

22:11

There's the they're getting their hyping Cybertruck right now. And you you do you did you see that news that came out, which was that they unloaded a full magazine being of some assault rifle at the door. And so there's a bunch of holes in the door. Or, like, that you could see where the bullet hit the door, but didn't go through. And so he's driving that car around

There's the they're getting their hyping Cybertruck right now. And you you do you did you see that news that came out, which was that they unloaded a full magazine being of some assault rifle at the door. And so there's a bunch of holes in the door. Or, like, that you could see where the bullet hit the door, but didn't go through. And so he's driving that car around

22:29

and leaked that kind of the tweet rumor that, hey, they tested it this way. And he did this at their on stage event too, but it it fucked up. Like, he tried to take a sledge hammer and show how indestructible

and leaked that kind of the tweet rumor that, hey, they tested it this way. And he did this at their on stage event too, but it it fucked up. Like, he tried to take a sledge hammer and show how indestructible

22:38

this was. He swung the sledge hammer, and then they, like, broke through the window and he's like, oh, shit. That wasn't supposed to happen. Like, this was supposed to be bulletproof. But

this was. He swung the sledge hammer, and then they, like, broke through the window and he's like, oh, shit. That wasn't supposed to happen. Like, this was supposed to be bulletproof. But

22:45

He was trying to do that. He was trying to, you know, PT Barnum,

He was trying to do that. He was trying to, you know, PT Barnum,

22:49

you know, their cyber truck, which is which is really, really cool to see.

you know, their cyber truck, which is which is really, really cool to see.

22:52

Yeah. You know what was another

Yeah. You know what was another

22:55

incredible success that I think was complete bullshit.

incredible success that I think was complete bullshit.

22:59

Was the the power balance bracelet Do you remember those? It was like Dude, I was thinking about when you did the the tongue on the teeth, that's the first thing I thought of where people just say, hey, hold out your arms. Yeah. And now watch how we use go on one foot. Watch how easily I could tip you over. Right.

Was the the power balance bracelet Do you remember those? It was like Dude, I was thinking about when you did the the tongue on the teeth, that's the first thing I thought of where people just say, hey, hold out your arms. Yeah. And now watch how we use go on one foot. Watch how easily I could tip you over. Right.

23:14

Because then you put a bracelet on it. Yeah. Let's just imagine. Now you can't make I think of which way you press on the arm,

Because then you put a bracelet on it. Yeah. Let's just imagine. Now you can't make I think of which way you press on the arm,

23:20

Yeah. Totally. Totally. The tractor recently, and he was doing that with me. And I was, like, oh, god. Am I getting eaten by this this chiropractor?

Yeah. Totally. Totally. The tractor recently, and he was doing that with me. And I was, like, oh, god. Am I getting eaten by this this chiropractor?

23:27

But, yeah, I think power balance actually got popped, for that as they re reserved.

But, yeah, I think power balance actually got popped, for that as they re reserved.

23:33

But that was that was a very effective technique even though it was, you know, unethical in that case. Yeah. Okay. Let's get into some, So those are those last two are are for good. Right? We want people to brush their teeth. We want elevators to be safe.

But that was that was a very effective technique even though it was, you know, unethical in that case. Yeah. Okay. Let's get into some, So those are those last two are are for good. Right? We want people to brush their teeth. We want elevators to be safe.

23:48

Now let's talk about some evil campaigns.

Now let's talk about some evil campaigns.

23:51

Right? So okay. Nineteen thirties,

Right? So okay. Nineteen thirties,

23:54

all the the men had come back from the war, you know, and they gave him free cigarettes. So, like, so many men were hooked on smoking

all the the men had come back from the war, you know, and they gave him free cigarettes. So, like, so many men were hooked on smoking

24:01

that there was no room for growth. So the cigarette company has come to Eddie Bernays lucky strike in particular is who who came to him. And they're like, hey. We need more customers.

that there was no room for growth. So the cigarette company has come to Eddie Bernays lucky strike in particular is who who came to him. And they're like, hey. We need more customers.

24:10

He's like, well, you already got all the men,

He's like, well, you already got all the men,

24:13

but at that time, Sean, it was illegal for a woman to smoke in public. It was literally fucking illegal.

but at that time, Sean, it was illegal for a woman to smoke in public. It was literally fucking illegal.

24:20

And

And

24:21

there was, like, cafes in New York City where the you know, there's there's stories of of, like, high society women getting asked to leave.

there was, like, cafes in New York City where the you know, there's there's stories of of, like, high society women getting asked to leave.

24:28

And then women that could afford it would have, like, special smoking rooms in their homes that would, you know, that that really liked it because they weren't allowed to do it in public.

And then women that could afford it would have, like, special smoking rooms in their homes that would, you know, that that really liked it because they weren't allowed to do it in public.

24:38

Oh, and I should add something too. Women didn't really wanna smoke

Oh, and I should add something too. Women didn't really wanna smoke

24:42

for the most part,

for the most part,

24:43

you know, they they weren't really pushing back against it. Yes. It was illegal, but it was also considered a ladylike. It was a it was a man thing, you know.

you know, they they weren't really pushing back against it. Yes. It was illegal, but it was also considered a ladylike. It was a it was a man thing, you know.

24:51

So he says to lucky strike. He's like, look, you know, you gotta you gotta get the women smoking. So what was going on at the time was the women's rights movement. You know, so women were out in the streets marching about, you know, wanting the right to vote. And,

So he says to lucky strike. He's like, look, you know, you gotta you gotta get the women smoking. So what was going on at the time was the women's rights movement. You know, so women were out in the streets marching about, you know, wanting the right to vote. And,

25:04

on, Bernet is capitalized on that. So

on, Bernet is capitalized on that. So

25:08

the big social event of the day, kind of like the Oscars of today,

the big social event of the day, kind of like the Oscars of today,

25:13

was

was

25:14

the Easter parade which would go down fifth Avenue and all the reporters would be standing on the sidelines.

the Easter parade which would go down fifth Avenue and all the reporters would be standing on the sidelines.

25:19

And so Bernays organized a float.

And so Bernays organized a float.

25:23

And he called up all of the the socialites and debutantes

And he called up all of the the socialites and debutantes

25:26

like the Paris Hildens and Kim Kardashian of the day.

like the Paris Hildens and Kim Kardashian of the day.

25:30

And I got them all to go on this float.

And I got them all to go on this float.

25:33

And they're cruising down

And they're cruising down

25:36

fifth avenue. The parade's happening. You know, when they get to the corner where all the reporters were,

fifth avenue. The parade's happening. You know, when they get to the corner where all the reporters were,

25:42

the women

the women

25:44

the go into their stocking, they pull out cigarettes

the go into their stocking, they pull out cigarettes

25:48

Put them in their mouths and light them up. So imagine, you know, Paris

Put them in their mouths and light them up. So imagine, you know, Paris

25:52

and,

and,

25:54

Chloe and all the Kardashians and even all the jenners on one flow, they all just start blazing it up. Right?

Chloe and all the Kardashians and even all the jenners on one flow, they all just start blazing it up. Right?

25:59

And the recording's like, what is going on here? This is this is obscene, you know, women aren't supposed to do this.

And the recording's like, what is going on here? This is this is obscene, you know, women aren't supposed to do this.

26:07

Bernays and his crew went around to the reporters, and they said, oh, no. No. No.

Bernays and his crew went around to the reporters, and they said, oh, no. No. No.

26:12

They're not smoking.

They're not smoking.

26:14

They are declaring

They are declaring

26:17

their rights with these torches of freedom.

their rights with these torches of freedom.

26:20

Oh, wow. And so the the the newspapers ran with that. They're, like, you know, women,

Oh, wow. And so the the the newspapers ran with that. They're, like, you know, women,

26:26

she's had churches of freedom to show that they are equal of men and they can smoke too.

she's had churches of freedom to show that they are equal of men and they can smoke too.

26:33

And so it turned it into a movement.

And so it turned it into a movement.

26:36

And

And

26:37

if you think about smoking to this day. If you think about a women's

if you think about smoking to this day. If you think about a women's

26:41

a woman who smokes,

a woman who smokes,

26:42

I think about a bit older than you, Sean, but I think of, like, Kate Moss and, like, the, you know, sexy model smoking. Now it might be considered gross for a woman to smoke again,

I think about a bit older than you, Sean, but I think of, like, Kate Moss and, like, the, you know, sexy model smoking. Now it might be considered gross for a woman to smoke again,

26:52

you know, or anyone to smoke. I don't really know what the kids these are thinking.

you know, or anyone to smoke. I don't really know what the kids these are thinking.

26:56

But, yeah, we've, you know, you think of, like, some, like, bad ass bad ass woman. And you remember that with old movies with Audrey Hepburn,

But, yeah, we've, you know, you think of, like, some, like, bad ass bad ass woman. And you remember that with old movies with Audrey Hepburn,

27:02

You know, that famous seat. I think it's, breakfast, the Japanese where she's puffing that long cigarette, you know.

You know, that famous seat. I think it's, breakfast, the Japanese where she's puffing that long cigarette, you know.

27:08

So, yeah, completely changed the world there. That's amazing. I had never heard that story,

So, yeah, completely changed the world there. That's amazing. I had never heard that story,

27:14

but I love that. That that's, like, a combination of you got the event.

but I love that. That that's, like, a combination of you got the event.

27:18

You have kind of news jacking, which was jumping on, to an existing trend, but then also,

You have kind of news jacking, which was jumping on, to an existing trend, but then also,

27:25

the the cop just the copywriting of the word the words there of know, these aren't cigarettes. These are torches of freedom. That's really, really powerful. Yeah. The plants. If you like that plant strategy,

the the cop just the copywriting of the word the words there of know, these aren't cigarettes. These are torches of freedom. That's really, really powerful. Yeah. The plants. If you like that plant strategy,

27:35

Ryan Holiday wrote a great book called Trust Me. I'm lying. Any about all these

Ryan Holiday wrote a great book called Trust Me. I'm lying. Any about all these

27:40

phrases that he planted in

phrases that he planted in

27:42

the heads of these reporters when he was promoting things tucker max books and and, you know, wild stuff back there. So

the heads of these reporters when he was promoting things tucker max books and and, you know, wild stuff back there. So

27:50

there's a new lesson in here,

there's a new lesson in here,

27:52

new hijack, so to speak, and that is help them rebels

new hijack, so to speak, and that is help them rebels

27:56

or feel superior.

or feel superior.

27:58

So people have this tendency in them they wanna go against the grain.

So people have this tendency in them they wanna go against the grain.

28:03

They wanna show that they are not one of the sheep. You know, they wanna show that they are not gonna bow down to the the mainstream pressure or society stand there's things like that, you know.

They wanna show that they are not one of the sheep. You know, they wanna show that they are not gonna bow down to the the mainstream pressure or society stand there's things like that, you know.

28:15

And

And

28:17

this is a really powerful concept that you're gonna see appear

this is a really powerful concept that you're gonna see appear

28:21

throughout,

throughout,

28:22

some of the the other demonstrations here. But that's that's what Bernays allow them to do is is to rebel

some of the the other demonstrations here. But that's that's what Bernays allow them to do is is to rebel

28:28

and and maybe even feel superior

and and maybe even feel superior

28:31

to the rest because they're they're leading the charge.

to the rest because they're they're leading the charge.

28:34

Right. Okay. Keep going up. By the way, I'm loving this. So keep going Alright. So,

Right. Okay. Keep going up. By the way, I'm loving this. So keep going Alright. So,

28:39

Bernays had a problem.

Bernays had a problem.

28:42

Lucky strike,

Lucky strike,

28:45

did this big campaign to get women to start smoking, and they did start smoking, but they didn't smoke lucky strikes.

did this big campaign to get women to start smoking, and they did start smoking, but they didn't smoke lucky strikes.

28:50

Because if you remember,

Because if you remember,

28:53

See the lucky strike package there, Sean? What color is the main color? It's green.

See the lucky strike package there, Sean? What color is the main color? It's green.

28:59

Well, green was a very

Well, green was a very

29:01

undesirable color back in the as it was considered an ugly color. And so Bernays got all these women smoking, but lucky is like, what the fuck, Bernays? They're not smoking lucky strikes.

undesirable color back in the as it was considered an ugly color. And so Bernays got all these women smoking, but lucky is like, what the fuck, Bernays? They're not smoking lucky strikes.

29:11

So he has to come up with something new. So he goes back to his his debutantes and and socialites. And as they say here, women of prominence,

So he has to come up with something new. So he goes back to his his debutantes and and socialites. And as they say here, women of prominence,

29:19

And they create the first ever Gala Green Ball at the Waldorf Hotel in New York City.

And they create the first ever Gala Green Ball at the Waldorf Hotel in New York City.

29:26

And the magazines

And the magazines

29:27

started following around the Kardashians of the day to see what type of outfits they were gonna wear that were styled in green and and Women started bringing green decor into their homes, and it just became a a big thing, and the gala happens, and the women are photographed to their exotic greed outfits, and it it became the most fashionable color

started following around the Kardashians of the day to see what type of outfits they were gonna wear that were styled in green and and Women started bringing green decor into their homes, and it just became a a big thing, and the gala happens, and the women are photographed to their exotic greed outfits, and it it became the most fashionable color

29:48

within one year. Going from the with that. Yeah. Ugliest color, the most fashionable color.

within one year. Going from the with that. Yeah. Ugliest color, the most fashionable color.

29:53

And lucky strike without even trying became the number one selling, brand of cigarettes for women because they subconsciously

And lucky strike without even trying became the number one selling, brand of cigarettes for women because they subconsciously

29:59

wanted that green box.

wanted that green box.

30:01

Holy shit.

Holy shit.

30:03

Wow.

Wow.

30:04

Is one of the checks, by the way, using people of prominence or you didn't you don't include that in the in the hijacks?

Is one of the checks, by the way, using people of prominence or you didn't you don't include that in the in the hijacks?

30:10

Unquestionable

Unquestionable

30:11

proof.

proof.

30:12

That falls under unquestionable proof. It's a great question.

That falls under unquestionable proof. It's a great question.

30:16

But, yes, when we humans see someone, as they just said in the New York Times article,

But, yes, when we humans see someone, as they just said in the New York Times article,

30:22

someone of prominence

someone of prominence

30:24

doing something. We automatically assume it's been vetted. We automatically assume it's okay, and we automatically have something in us that makes legit do that. Maybe it's from when we were all in tribes and, you know, if the chief is doing something, then you do it too? Who knows? But that's that's unquestionable proof, you know. So

doing something. We automatically assume it's been vetted. We automatically assume it's okay, and we automatically have something in us that makes legit do that. Maybe it's from when we were all in tribes and, you know, if the chief is doing something, then you do it too? Who knows? But that's that's unquestionable proof, you know. So

30:41

you know, he made an event where this unquestionable proof happened.

you know, he made an event where this unquestionable proof happened.

30:45

And, also,

And, also,

30:46

there was this force that that they wanted to rebel against.

there was this force that that they wanted to rebel against.

30:50

You know, these celebrities are like,

You know, these celebrities are like,

30:52

oh, I'm cool enough where I can wear a green, and that'll look good. You know?

oh, I'm cool enough where I can wear a green, and that'll look good. You know?

30:58

Yeah. I heard this other other thing, Sean, today. So, how old are you? Are you public with your age? Yeah. Yeah. Thirty five. Thirty five. Okay. I'm forty four. So what do you think of emojis? What do you think about? When I think of emojis? Yeah. Like, who do you think uses emojis?

Yeah. I heard this other other thing, Sean, today. So, how old are you? Are you public with your age? Yeah. Yeah. Thirty five. Thirty five. Okay. I'm forty four. So what do you think of emojis? What do you think about? When I think of emojis? Yeah. Like, who do you think uses emojis?

31:13

I would have said, like, teenagers, teens and tweens,

I would have said, like, teenagers, teens and tweens,

31:17

I think but then I see people in India, like, my auntie my aunts and and and my aunts are crazy about that emojis.

I think but then I see people in India, like, my auntie my aunts and and and my aunts are crazy about that emojis.

31:23

Yes.

Yes.

31:24

I would have thought the same. So

I would have thought the same. So

31:27

my my buddy is, a dad of two teenagers.

my my buddy is, a dad of two teenagers.

31:30

He said they will not use emojis because they think emojis are something adults use.

He said they will not use emojis because they think emojis are something adults use.

31:35

They do not wanna be associated with the adults. So kids these days, they don't use emojis. They'll just use, like, different text characters,

They do not wanna be associated with the adults. So kids these days, they don't use emojis. They'll just use, like, different text characters,

31:43

at things like that. So you've probably seen

at things like that. So you've probably seen

31:45

these little, like, one to two or, sorry, two to three character terms that they use, like, TBH or, like, you know, which stands for, to be honest, or FR, which means, like, for real, you know, they use those type of things to separate themselves

these little, like, one to two or, sorry, two to three character terms that they use, like, TBH or, like, you know, which stands for, to be honest, or FR, which means, like, for real, you know, they use those type of things to separate themselves

31:59

from the adults. Know, people wanna push back. It's a it's a natural human instinct.

from the adults. Know, people wanna push back. It's a it's a natural human instinct.

32:04

Yeah. When, when Snapchat came out, it was getting really popular. One of the things that I remember in Silicon Valley, all the, like, product genius blogger guys were, like, yeah, it's, you know, what the what Snapchat should do is make it easier to use. Cause look at this, like, at the time, like, you know, to use those face filters, you had to, like, there was no button on the screen. You had to just hold down on your face for three seconds, like, a magic like, like, a secret door that you didn't know that nobody else knew about, or even just in signing up, there was, like, all these, like, funky ways to do it. And,

Yeah. When, when Snapchat came out, it was getting really popular. One of the things that I remember in Silicon Valley, all the, like, product genius blogger guys were, like, yeah, it's, you know, what the what Snapchat should do is make it easier to use. Cause look at this, like, at the time, like, you know, to use those face filters, you had to, like, there was no button on the screen. You had to just hold down on your face for three seconds, like, a magic like, like, a secret door that you didn't know that nobody else knew about, or even just in signing up, there was, like, all these, like, funky ways to do it. And,

32:34

And then the people, I think, one of the guys at Snapchat came out was like, look, it's intentional that we want, you know, you know, you baby proof medicine we're we're boomer proofing this app. Like, the way that this is gonna become really popular amongst young people is that we don't make it easy for older people to get in and figure out how this whole thing works.

And then the people, I think, one of the guys at Snapchat came out was like, look, it's intentional that we want, you know, you know, you baby proof medicine we're we're boomer proofing this app. Like, the way that this is gonna become really popular amongst young people is that we don't make it easy for older people to get in and figure out how this whole thing works.

32:50

And we wanna make it easy for one friend to tell another the secret on how to do something so that they feel like they're in on it with with them. And then it's like a word-of-mouth virality How do you do that?

And we wanna make it easy for one friend to tell another the secret on how to do something so that they feel like they're in on it with with them. And then it's like a word-of-mouth virality How do you do that?

33:01

Exactly. It's like, what's your parents and your grandma got on Facebook? It wasn't cool anymore. You know? Right. And then everyone went to Instagram.

Exactly. It's like, what's your parents and your grandma got on Facebook? It wasn't cool anymore. You know? Right. And then everyone went to Instagram.

33:09

And now, you know, uncle Bob's on Instagram, and it's just, like, at least there's a little time, you know, so everyone goes over to TikTok. Right?

And now, you know, uncle Bob's on Instagram, and it's just, like, at least there's a little time, you know, so everyone goes over to TikTok. Right?

33:16

And we'll see if something comes next. You know, I think the the moms are well, moms are definitely a big group on TikTok now.

And we'll see if something comes next. You know, I think the the moms are well, moms are definitely a big group on TikTok now.

33:23

I don't know if, like, I don't know. Are you on TikTok? I'm I'm not. I I have, like, a strong face.

I don't know if, like, I don't know. Are you on TikTok? I'm I'm not. I I have, like, a strong face.

33:29

I I love TikTok even though, you know, it's my lucky strike. I know I know I probably shouldn't be be smoking that TikTok night, but I do. Well, you know, TikTok is crack. It is digital crack. Very well designed digital crack. So don't blame yourself. People say that. But, like, when I think when they say that, they mean avoid it. And I'm like, wait,

I I love TikTok even though, you know, it's my lucky strike. I know I know I probably shouldn't be be smoking that TikTok night, but I do. Well, you know, TikTok is crack. It is digital crack. Very well designed digital crack. So don't blame yourself. People say that. But, like, when I think when they say that, they mean avoid it. And I'm like, wait,

33:47

cracks, like, isn't cracks supposed to be, like, the greatest experience when people do it? And I and then I open up TikTok and I start swiping. Yeah. Well, you know, actually speaking of drugs, funny enough, there's another rebellion I'm staying in in my community against alcohol right now.

cracks, like, isn't cracks supposed to be, like, the greatest experience when people do it? And I and then I open up TikTok and I start swiping. Yeah. Well, you know, actually speaking of drugs, funny enough, there's another rebellion I'm staying in in my community against alcohol right now.

33:59

And and I remember

And and I remember

34:01

in my twenties, it was all about the alcohol. You know, if you didn't show up, if you should have a party empty handed, you know, it's, like, not cool. I've gone to parties now with a bottle and they'd be like, oh, this is a non alcoholic party.

in my twenties, it was all about the alcohol. You know, if you didn't show up, if you should have a party empty handed, you know, it's, like, not cool. I've gone to parties now with a bottle and they'd be like, oh, this is a non alcoholic party.

34:13

Can you go put that back in your car?

Can you go put that back in your car?

34:16

It's like this most horseback, you know.

It's like this most horseback, you know.

34:20

But I hope you brought some ketamine.

But I hope you brought some ketamine.

34:23

Yeah. Exactly.

Yeah. Exactly.

34:25

Okay.

Okay.

34:26

I'll last campaign I'm gonna share with you about,

I'll last campaign I'm gonna share with you about,

34:29

Eddie Bernays

Eddie Bernays

34:31

is the great American breakfast.

is the great American breakfast.

34:34

So

So

34:36

early

early

34:36

in the, you know, nineteenth century, twentieth century,

in the, you know, nineteenth century, twentieth century,

34:41

breakfast

breakfast

34:41

was, like, some coffee and and maybe a roll or some oatmeal or something like that. Right? No one actually had, like, a actual hearty breakfast.

was, like, some coffee and and maybe a roll or some oatmeal or something like that. Right? No one actually had, like, a actual hearty breakfast.

34:50

And

And

34:52

Beach nut bacon comes to bird a, and they're like, hey, we wanna sell more bacon.

Beach nut bacon comes to bird a, and they're like, hey, we wanna sell more bacon.

34:56

He's like, well, people are eating bacon usually for dinner.

He's like, well, people are eating bacon usually for dinner.

34:59

Sometimes for lunch,

Sometimes for lunch,

35:01

there's another meal here we can take advantage of.

there's another meal here we can take advantage of.

35:04

So

So

35:06

Bernays goes to, his his on staff doctor.

Bernays goes to, his his on staff doctor.

35:10

Or, actually, no. It was it was a it was beach that's on staff doctor.

Or, actually, no. It was it was a it was beach that's on staff doctor.

35:14

And he says

And he says

35:15

Hey, doc. Would you agree that a hearty breakfast containing bacon

Hey, doc. Would you agree that a hearty breakfast containing bacon

35:19

would be the best way to start your day? And the doctor is like, oh, of course, I agree with you. Do you think saw your doctor friends would agree? So he has them write

would be the best way to start your day? And the doctor is like, oh, of course, I agree with you. Do you think saw your doctor friends would agree? So he has them write

35:29

five thousand letters to doctors across the nation Thank you. I only think bacon is the healthiest breakfast and people should be eating a heartier breakfast. Do you agree? Forty five hundred doctors wrote back and they're like, yes. I agree. That makes perfect sense.

five thousand letters to doctors across the nation Thank you. I only think bacon is the healthiest breakfast and people should be eating a heartier breakfast. Do you agree? Forty five hundred doctors wrote back and they're like, yes. I agree. That makes perfect sense.

35:43

They didn't turn this into an ad campaign, but what they did do is they shared that result with all of the newspapers.

They didn't turn this into an ad campaign, but what they did do is they shared that result with all of the newspapers.

35:50

And so newspapers started publishing headlines,

And so newspapers started publishing headlines,

35:53

doctors agree

doctors agree

35:55

a hearty breakfast containing bacon is the best way

a hearty breakfast containing bacon is the best way

36:00

to

to

36:00

store energy

store energy

36:02

to last throughout your work day.

to last throughout your work day.

36:04

And but that's how people started eating eating bacon for breakfast and You know, all the all the bacon companies started

And but that's how people started eating eating bacon for breakfast and You know, all the all the bacon companies started

36:11

going crazy

going crazy

36:12

because it became a breakfast thing.

because it became a breakfast thing.

36:15

Wow. So what are we doing here? There's we're selling the dream

Wow. So what are we doing here? There's we're selling the dream

36:18

You know, of a of a breakfast that's gonna give you more energy to get throughout your day, you know, so that's making it about them as well. The unquestionable proof forty five hundred doctors can't be wrong.

You know, of a of a breakfast that's gonna give you more energy to get throughout your day, you know, so that's making it about them as well. The unquestionable proof forty five hundred doctors can't be wrong.

36:29

Right?

Right?

36:30

And then there's even a little bit of,

And then there's even a little bit of,

36:34

feeling superior here because

feeling superior here because

36:37

if your buddy is over there eating a role, you're like, hey, Sean,

if your buddy is over there eating a role, you're like, hey, Sean,

36:40

got something to tell you about that role, man. It's not as hearty. Is this your bacon?

got something to tell you about that role, man. It's not as hearty. Is this your bacon?

36:45

Right.

Right.

36:46

So it taps into all these the same psychological hijack, so you keep seeing them over and over.

So it taps into all these the same psychological hijack, so you keep seeing them over and over.

36:52

Okay. So let's take a step back now,

Okay. So let's take a step back now,

36:55

a couple decades to the nineteen tens.

a couple decades to the nineteen tens.

36:58

Orange juice.

Orange juice.

36:59

Now I grew up in the eighties, and my mom had to drink orange juice every day for vitamin c. Was this a thing, Sean, when when you were a kid? Totally. Totally. Or juice is, when I was a kid, orange juice is good for you. It's vitamin c. Which is, you know, good for your immunity. This is what I was told and,

Now I grew up in the eighties, and my mom had to drink orange juice every day for vitamin c. Was this a thing, Sean, when when you were a kid? Totally. Totally. Or juice is, when I was a kid, orange juice is good for you. It's vitamin c. Which is, you know, good for your immunity. This is what I was told and,

37:17

drink a lot of sugar because of that. Yeah. So orange juice actually has the same amount of sugar as a Coca Col. So r g c you know, it's it's glucose or something. I don't know. Maybe it's a different kind of sugar, but it ain't good for you. So this was all the the result of a a marketing man named Albert Lasker, who was probably

drink a lot of sugar because of that. Yeah. So orange juice actually has the same amount of sugar as a Coca Col. So r g c you know, it's it's glucose or something. I don't know. Maybe it's a different kind of sugar, but it ain't good for you. So this was all the the result of a a marketing man named Albert Lasker, who was probably

37:35

the

the

37:37

matter responsible for more consumer change,

matter responsible for more consumer change,

37:40

in the early nineteen hundreds than anyone. Claude Hopkins, Pepsinette. Claude actually worked with Albert. He was this top copywriter.

in the early nineteen hundreds than anyone. Claude Hopkins, Pepsinette. Claude actually worked with Albert. He was this top copywriter.

37:48

And

And

37:49

prior to cloud coming on board, Albert was contacted by the California growers association. They're, like, Al Albert

prior to cloud coming on board, Albert was contacted by the California growers association. They're, like, Al Albert

37:55

We got so many oranges here in California where I'm gonna cut down trees

We got so many oranges here in California where I'm gonna cut down trees

38:00

because

because

38:00

they overproduced and they we need to get rid of them and it brings the bugs and all stuff, you know, how can we sell more oranges? And he looked at the lay of land and all these orange

they overproduced and they we need to get rid of them and it brings the bugs and all stuff, you know, how can we sell more oranges? And he looked at the lay of land and all these orange

38:08

growers were competing against each other trying to say, like, we have the best orange. We have the best orange or whatever. He goes, okay. First of all, you guys are all teaming up. And so he teamed it all up together and he put them under one brand name, and he called it sunkist.

growers were competing against each other trying to say, like, we have the best orange. We have the best orange or whatever. He goes, okay. First of all, you guys are all teaming up. And so he teamed it all up together and he put them under one brand name, and he called it sunkist.

38:20

Which I think is a a pretty genius name. Yes. And then

Which I think is a a pretty genius name. Yes. And then

38:24

as he's he's meeting with him, he notices that What the the growers would do for their kids as a as a as a special treat is they'd take that orange and they'd they'd squeeze it into a cup.

as he's he's meeting with him, he notices that What the the growers would do for their kids as a as a as a special treat is they'd take that orange and they'd they'd squeeze it into a cup.

38:35

And they'd give their kids a little little shots of the juice.

And they'd give their kids a little little shots of the juice.

38:39

He's like, oh, wait a second.

He's like, oh, wait a second.

38:41

How many oranges did it take to make that juice. And they're like, oh, you know, three or four or whatever.

How many oranges did it take to make that juice. And they're like, oh, you know, three or four or whatever.

38:47

So he thought, what if we could make that

So he thought, what if we could make that

38:49

mainstream? Cause the juice tasted really good. And so

mainstream? Cause the juice tasted really good. And so

38:53

he had a,

he had a,

38:55

engineer invent this device that you could, you know, cheap plastic device that you can put an orange on. And then he created this campaign, talking about how oranges have all these vitamins in them, and, you know, will help you get

engineer invent this device that you could, you know, cheap plastic device that you can put an orange on. And then he created this campaign, talking about how oranges have all these vitamins in them, and, you know, will help you get

39:07

more of your nutrients from food.

more of your nutrients from food.

39:10

Tying orange juice to meals.

Tying orange juice to meals.

39:13

So you think about, oh, well, I I wanna get the nutrients from this bit so I'm gonna drink orange juice with And then you had this campaign

So you think about, oh, well, I I wanna get the nutrients from this bit so I'm gonna drink orange juice with And then you had this campaign

39:19

where you buy a box of oranges and you send in your your proof of purchase and they send you this juicer thing. So it was like, you get something for free.

where you buy a box of oranges and you send in your your proof of purchase and they send you this juicer thing. So it was like, you get something for free.

39:27

And

And

39:28

created orange juice. And so what does he do? He's selling the dream of getting the more nutrients from your food.

created orange juice. And so what does he do? He's selling the dream of getting the more nutrients from your food.

39:33

The

The

39:35

unquestionable

unquestionable

39:35

proof, you know, if you if you go to actually read that ad, there was, like, you know, doctors recommend and and things like that.

proof, you know, if you if you go to actually read that ad, there was, like, you know, doctors recommend and and things like that.

39:41

He made it about them because it showing them that they can get some benefit here. And then there's a new eye jack that's appearing for the first time.

He made it about them because it showing them that they can get some benefit here. And then there's a new eye jack that's appearing for the first time.

39:50

Actually, maybe I mean, I guess it would apply to toothpaste, but, change daily behavior.

Actually, maybe I mean, I guess it would apply to toothpaste, but, change daily behavior.

39:56

If you can change someone's daily behavior,

If you can change someone's daily behavior,

40:00

You can create something big.

You can create something big.

40:02

So too modern because it's example of this, bulletproof coffee. Are you familiar with bulletproof coffee? I I'm just familiar with it from the surface level, but, yeah, tell me tell me about it. You know what? Do you know what it is? It's like the butter coffee or the oil coffee, m c t oil coffee. Is that what it is? You walk into any Starbucks in the country. They don't serve bulletproof coffee, but they know what it is.

So too modern because it's example of this, bulletproof coffee. Are you familiar with bulletproof coffee? I I'm just familiar with it from the surface level, but, yeah, tell me tell me about it. You know what? Do you know what it is? It's like the butter coffee or the oil coffee, m c t oil coffee. Is that what it is? You walk into any Starbucks in the country. They don't serve bulletproof coffee, but they know what it is.

40:21

Everyone knows what it is.

Everyone knows what it is.

40:23

And the genius that that Dave Asbury had

And the genius that that Dave Asbury had

40:27

was

was

40:28

he changed the behavior of these of of people that were already doing something. He kinda, like, like, intercept

he changed the behavior of these of of people that were already doing something. He kinda, like, like, intercept

40:35

their coffee. It's an additive to your coffee rather than a new new behavior. So so now he's he's changing the existing behavior. Yes. Changing the existing behavior.

their coffee. It's an additive to your coffee rather than a new new behavior. So so now he's he's changing the existing behavior. Yes. Changing the existing behavior.

40:45

And so

And so

40:47

There's a there's a book called The Miracle Morning, and it talk, talks about the power of journaling every day. So you buy this book called The Miracle Morning, and then he'd do the specific journal every day, right, long after you read the book. And I met the author of that Hal Elrod, and he told me something that it stuck with me. I thought it was fascinating.

There's a there's a book called The Miracle Morning, and it talk, talks about the power of journaling every day. So you buy this book called The Miracle Morning, and then he'd do the specific journal every day, right, long after you read the book. And I met the author of that Hal Elrod, and he told me something that it stuck with me. I thought it was fascinating.

41:06

He said, when was last time you recommended a book? And I was like, well, I was just read this book on Gangus Khan, you know, I've been telling all my friends about it or whatever.

He said, when was last time you recommended a book? And I was like, well, I was just read this book on Gangus Khan, you know, I've been telling all my friends about it or whatever.

41:14

He's like,

He's like,

41:16

when were you telling them about it? I was like, well, I was telling about it when I was reading said, okay. Well, most people recommend books during the time they're reading that book.

when were you telling them about it? I was like, well, I was telling about it when I was reading said, okay. Well, most people recommend books during the time they're reading that book.

41:23

And then they go and they read the next book. Right now I'm reading Elon biography. It's great. Why I just told you about that, Sean. I'm literally in the middle of it. You know, I can tell you what book I read last month or last year.

And then they go and they read the next book. Right now I'm reading Elon biography. It's great. Why I just told you about that, Sean. I'm literally in the middle of it. You know, I can tell you what book I read last month or last year.

41:35

People talk about the things they're doing now. So if you change their daily behavior,

People talk about the things they're doing now. So if you change their daily behavior,

41:39

like Hal did with getting people to journal in the morning, they they talk about it all the time.

like Hal did with getting people to journal in the morning, they they talk about it all the time.

41:44

So that book is sold hundreds of thousands of copies or maybe even millions by now, because this is ten years ago, he told me this. Because

So that book is sold hundreds of thousands of copies or maybe even millions by now, because this is ten years ago, he told me this. Because

41:52

people are doing this behavior every day. And so they're talking about it every day. They're like, oh, what'd you do today? Oh, just in my morning,

people are doing this behavior every day. And so they're talking about it every day. They're like, oh, what'd you do today? Oh, just in my morning,

41:58

miracle journaling. Like, oh, what's that? You know, it's a long after the book is through. So if you change daily behavior, it has a a viral effect that is,

miracle journaling. Like, oh, what's that? You know, it's a long after the book is through. So if you change daily behavior, it has a a viral effect that is,

42:08

untouchable by anything else. Love that. Okay. So let's get to some more modern examples than nineteen seventies. Sean, do you know who this guy is?

untouchable by anything else. Love that. Okay. So let's get to some more modern examples than nineteen seventies. Sean, do you know who this guy is?

42:18

No. Some some runner. I don't know who it is. Okay. So this this guy is before our time, but, gentleman's name Steve prefontaine.

No. Some some runner. I don't know who it is. Okay. So this this guy is before our time, but, gentleman's name Steve prefontaine.

42:26

And prefontaine

And prefontaine

42:28

was,

was,

42:29

best comparison I can think of is, like, that the Michael Pelps of his time. You know, no one was really thinking about swimming until Michael Phelps came around. It was such a dominant

best comparison I can think of is, like, that the Michael Pelps of his time. You know, no one was really thinking about swimming until Michael Phelps came around. It was such a dominant

42:38

athlete. From the USA, you know, several wanted to get behind him.

athlete. From the USA, you know, several wanted to get behind him.

42:42

So Prefontein was that guy for running, and Prefontein

So Prefontein was that guy for running, and Prefontein

42:45

had all these great quotes like Malabot LA. Ali, he's like, you know, Yeah. Someone can beat me, but if you're gonna beat me, you're gonna have to bleed, you know. I think it's a lot of noise. If you don't run until you're until you feel like you're gonna you're gonna die. You're not honoring your gift. You know, so he had all these great quotes. He was a great media figure. He won every college record from, like, five hundred meter up to two thousand meter.

had all these great quotes like Malabot LA. Ali, he's like, you know, Yeah. Someone can beat me, but if you're gonna beat me, you're gonna have to bleed, you know. I think it's a lot of noise. If you don't run until you're until you feel like you're gonna you're gonna die. You're not honoring your gift. You know, so he had all these great quotes. He was a great media figure. He won every college record from, like, five hundred meter up to two thousand meter.

43:07

Prefontaine was the man, and Nike was just coming up that actually just started, like, making their going from being at a distributor, making their own shoe. And Fortunately, prefontaine was in Oregon. So were they? And they got him to to wear

Prefontaine was the man, and Nike was just coming up that actually just started, like, making their going from being at a distributor, making their own shoe. And Fortunately, prefontaine was in Oregon. So were they? And they got him to to wear

43:20

their shoes.

their shoes.

43:21

And

And

43:22

it was a a big thing because

it was a a big thing because

43:26

The

The

43:26

unquestionable

unquestionable

43:27

proof now. You've got prefontaine,

proof now. You've got prefontaine,

43:29

the top runner in the country wearing Nike shoes.

the top runner in the country wearing Nike shoes.

43:33

Tragically prefontaine

Tragically prefontaine

43:35

passed in a car accident

passed in a car accident

43:36

before he could go and and honor his Olympic glory.

before he could go and and honor his Olympic glory.

43:40

But Before he did that, he really put Nike on the map because, you know, running was his thing,

But Before he did that, he really put Nike on the map because, you know, running was his thing,

43:46

running what's the one accessory that you need,

running what's the one accessory that you need,

43:49

shoes.

shoes.

43:51

And so

And so

43:52

this was such a big deal,

this was such a big deal,

43:55

that it actually changed the entire industry. So prior prefontaine, prefontaine was around in, like, the seventies. Right?

that it actually changed the entire industry. So prior prefontaine, prefontaine was around in, like, the seventies. Right?

44:01

If you read Phil Knight's book, he talks about if you went jogging in, like, the forties, fifties, or sixties,

If you read Phil Knight's book, he talks about if you went jogging in, like, the forties, fifties, or sixties,

44:10

people were, like, throwing bottles at you from your car. Because they're just, like, mad. They're like, what is this idiot doing? You know, he's in the road or whatever.

people were, like, throwing bottles at you from your car. Because they're just, like, mad. They're like, what is this idiot doing? You know, he's in the road or whatever.

44:19

And it was just, like, really hated upon.

And it was just, like, really hated upon.

44:22

And

And

44:23

free fontaine comes along and running actually becomes cool again. And so Nike got to ride that that tailwind

free fontaine comes along and running actually becomes cool again. And so Nike got to ride that that tailwind

44:30

And then what also happened is is back then the people were wearing shoes that were, like,

And then what also happened is is back then the people were wearing shoes that were, like,

44:36

you know, kinda like the low or work shoe or or whatever, like, pretty basic shoes.

you know, kinda like the low or work shoe or or whatever, like, pretty basic shoes.

44:41

And people wanted to rebel against that, rebel against the shoes that they're dad was wearing.

And people wanted to rebel against that, rebel against the shoes that they're dad was wearing.

44:48

And so they started wearing these athletic shoes, these running shoes as a part of their daily attire to make a statement that, like, I'm rebelling and I'm superior.

And so they started wearing these athletic shoes, these running shoes as a part of their daily attire to make a statement that, like, I'm rebelling and I'm superior.

44:58

And it changed the entire shoe market. Now athletic

And it changed the entire shoe market. Now athletic

45:01

shoes are probably

shoes are probably

45:03

the best selling shoe,

the best selling shoe,

45:05

and only a tiny percent of them are worn for athletic activities.

and only a tiny percent of them are worn for athletic activities.

45:10

And then all started in the in the seventies with with prefontaine,

And then all started in the in the seventies with with prefontaine,

45:13

And then, of course, Nike had the amazing campaign with Jordan, which was more unquestionable

And then, of course, Nike had the amazing campaign with Jordan, which was more unquestionable

45:17

proof, you know, making them feel superior because they got the best basketball shoe and sell the dream, but they're gonna be able to to fly like Mike.

proof, you know, making them feel superior because they got the best basketball shoe and sell the dream, but they're gonna be able to to fly like Mike.

45:24

So

So

45:25

that was a a world changing campaign that not a lot of people think about when they put on their kicks every morning. You know? You know, one of those that I feel like is happening right now in a small way.

that was a a world changing campaign that not a lot of people think about when they put on their kicks every morning. You know? You know, one of those that I feel like is happening right now in a small way.

45:35

So you remember, like, I don't know, ten years ago or something like that? Those vibram, five finger shoes were, like, getting popular. Do you remember those? Yeah. So, like, you would see one and you'd be, like, what is this person wearing a foot glove? Like, what is this thing? And then they would immediately go into the spiel about why this is better for you and, like, how they do whatever. And I think this is, like, I I've seen this a lot now. There's, is a popular YouTuber or or Instagram guy called knees over toes guy. And he's basically, like, it's like a rebellion. He's like, have any of you ever been told when you're out. Like, don't let your knee go over your toe when you're squatting because it's bad form. He's like bullshit. Like,

So you remember, like, I don't know, ten years ago or something like that? Those vibram, five finger shoes were, like, getting popular. Do you remember those? Yeah. So, like, you would see one and you'd be, like, what is this person wearing a foot glove? Like, what is this thing? And then they would immediately go into the spiel about why this is better for you and, like, how they do whatever. And I think this is, like, I I've seen this a lot now. There's, is a popular YouTuber or or Instagram guy called knees over toes guy. And he's basically, like, it's like a rebellion. He's like, have any of you ever been told when you're out. Like, don't let your knee go over your toe when you're squatting because it's bad form. He's like bullshit. Like,

46:10

I had all these knee surgeries. Nobody could tell me how fix it. I fixed it myself because I started training that way specifically.

I had all these knee surgeries. Nobody could tell me how fix it. I fixed it myself because I started training that way specifically.

46:16

So it's like a rebellion against the fitness industry. Then he's like a rebellion against Nike because now Nike's the big bad

So it's like a rebellion against the fitness industry. Then he's like a rebellion against Nike because now Nike's the big bad

46:22

like, the incumbent.

like, the incumbent.

46:23

Will. And so he's like, Nike shoes, those are, like, wearing high heels.

Will. And so he's like, Nike shoes, those are, like, wearing high heels.

46:28

You know, you shouldn't have, these, like, huge healed shoes, you should have low drop,

You know, you shouldn't have, these, like, huge healed shoes, you should have low drop,

46:34

flat shoes, basically. And so he came out with his own shoe, but also there's just like a bunch of these brands now that are kind of, like,

flat shoes, basically. And so he came out with his own shoe, but also there's just like a bunch of these brands now that are kind of, like,

46:41

flat, more like you're walking barefoot, barefoot shoes, like you're walking on on the ground. And it's funny that, like, now Nike is the big

flat, more like you're walking barefoot, barefoot shoes, like you're walking on on the ground. And it's funny that, like, now Nike is the big

46:49

kind of status quo that they wanna rebel against and point out why why you shouldn't be wearing Nike shoes because of this other reason. Doctor five thousand doctors agree that the Nike, you know, cushion is actually bad for you. So, yeah. So, you know, big one was a MacBook launched this ad that was called nineteen eighty four and it aired during the Super Bowl.

kind of status quo that they wanna rebel against and point out why why you shouldn't be wearing Nike shoes because of this other reason. Doctor five thousand doctors agree that the Nike, you know, cushion is actually bad for you. So, yeah. So, you know, big one was a MacBook launched this ad that was called nineteen eighty four and it aired during the Super Bowl.

47:09

And it it,

And it it,

47:12

was a big rebellion against IBM everyone was using these IBMs and MacBook came out and they're, like, we're the new thing, you know. And I think they got the idea for this Volkswagen ad right here. So volkswagen. When they came out, I think it was, in the sixties,

was a big rebellion against IBM everyone was using these IBMs and MacBook came out and they're, like, we're the new thing, you know. And I think they got the idea for this Volkswagen ad right here. So volkswagen. When they came out, I think it was, in the sixties,

47:24

all those cars were huge. You know, if you think of, like, the sixties,

all those cars were huge. You know, if you think of, like, the sixties,

47:27

seven Chevy's, you know, these huge cars that you couldn't get into a parking spot and had all this extra

seven Chevy's, you know, these huge cars that you couldn't get into a parking spot and had all this extra

47:33

stuff on them that you didn't need. They came out with this think small campaign.

stuff on them that you didn't need. They came out with this think small campaign.

47:39

That absolutely crushed it. And it was like the the hipster statement at the time was to to drive a a VW bug. Know, and made it one of the best selling cars.

That absolutely crushed it. And it was like the the hipster statement at the time was to to drive a a VW bug. Know, and made it one of the best selling cars.

47:50

There's another

There's another

47:51

ad that just came out from someone who's a master. This is that's Trump

ad that just came out from someone who's a master. This is that's Trump

47:56

So this is another video that that

So this is another video that that

47:59

I would suggest you play if you can because it's really fascinating and they show

I would suggest you play if you can because it's really fascinating and they show

48:04

Kaylor, talking about how the Trump

Kaylor, talking about how the Trump

48:06

people have to be the program. Who's seen this ad? It just came out, like, two days ago. No. I haven't seen it. So what what is it?

people have to be the program. Who's seen this ad? It just came out, like, two days ago. No. I haven't seen it. So what what is it?

48:14

With Trump taking a commanding lead,

With Trump taking a commanding lead,

48:17

and Bidenomics

and Bidenomics

48:18

herding American families.

herding American families.

48:20

Genius Hill Cl Clinton has come up with a way for Biden to win. There needs to be a formal deprogramming

Genius Hill Cl Clinton has come up with a way for Biden to win. There needs to be a formal deprogramming

48:27

of the cult members.

of the cult members.

48:29

Deprogramming

Deprogramming

48:30

of the cult members. Deeprogram programming programming of the cult

of the cult members. Deeprogram programming programming of the cult

48:34

members. A brilliant plan,

members. A brilliant plan,

48:38

and Here's what that would look like.

and Here's what that would look like.

48:41

Pay attention. Pay attention. Jobine

Pay attention. Pay attention. Jobine

48:43

will defeat him.

will defeat him.

48:52

Biden has done an amazing job amazing jobs and jobs.

Biden has done an amazing job amazing jobs and jobs.

48:57

But there's one small problem.

But there's one small problem.

48:59

The basket of deplorables.

The basket of deplorables.

49:04

Working Americans or idiots,

Working Americans or idiots,

49:07

and they know who's on their side.

and they know who's on their side.

49:10

To American workers, watching there, take home pay, shrink,

To American workers, watching there, take home pay, shrink,

49:14

and watching inflation destroy their family and their lives.

and watching inflation destroy their family and their lives.

49:19

To all of you,

To all of you,

49:21

I have your back.

I have your back.

49:26

I'm Donald j Trump, and I approve this message.

I'm Donald j Trump, and I approve this message.

49:30

Wow.

Wow.

49:31

That's so well done.

That's so well done.

49:33

I mean, love him. Right? I mean, the the man is a master marker,

I mean, love him. Right? I mean, the the man is a master marker,

49:37

and

and

49:38

he just rallies his base to to rebel against,

he just rallies his base to to rebel against,

49:43

you know, the the in

you know, the the in

49:46

incumbents, what's the word? The the elites, the kind of the the status quo. Yeah. And do you think, like, in this case, do you think Trump has input on any of that, or this is just they hire some ad agency that does these things?

incumbents, what's the word? The the elites, the kind of the the status quo. Yeah. And do you think, like, in this case, do you think Trump has input on any of that, or this is just they hire some ad agency that does these things?

49:59

Like, is he the mastermarketer or he's hiring best marketers?

Like, is he the mastermarketer or he's hiring best marketers?

50:02

I mean, he he he makes the sound bite You know? Right. That sound byte, I think, was live from a speech that they plugged at. At least it looks like it was.

I mean, he he he makes the sound bite You know? Right. That sound byte, I think, was live from a speech that they plugged at. At least it looks like it was.

50:13

And,

And,

50:14

you know, a lot of times, these speech writers,

you know, a lot of times, these speech writers,

50:17

they think about that. So there's a famous,

they think about that. So there's a famous,

50:22

Speech Obama did yes, we can. Do you remember that speech? Yep. Yep. Of course. That was a huge one. When the speech writer first presented Obama with yes, we can,

Speech Obama did yes, we can. Do you remember that speech? Yep. Yep. Of course. That was a huge one. When the speech writer first presented Obama with yes, we can,

50:31

Obama didn't like it. He didn't wanna give that speech.

Obama didn't like it. He didn't wanna give that speech.

50:34

He thought it was too basic. He's like, I don't wanna repeat the same thing over and over.

He thought it was too basic. He's like, I don't wanna repeat the same thing over and over.

50:38

You know, the the audience deserve something more intelligent.

You know, the the audience deserve something more intelligent.

50:42

And they had to convince him to to do this. Yes. We can speech and present it as a rally cry and finally, like, okay. Fine. You know, goes out and gives a speech.

And they had to convince him to to do this. Yes. We can speech and present it as a rally cry and finally, like, okay. Fine. You know, goes out and gives a speech.

50:51

And that sound bite, man.

And that sound bite, man.

50:53

I think it was,

I think it was,

50:55

Will I am turn that into that music video that went crazy.

Will I am turn that into that music video that went crazy.

50:59

You know? Right. It's just,

You know? Right. It's just,

51:01

a really powerful sound bite, and and I find that the best politicians

a really powerful sound bite, and and I find that the best politicians

51:07

end of speaking in sound bites. You know, Reagan gets Trump so effective at what he's doing.

end of speaking in sound bites. You know, Reagan gets Trump so effective at what he's doing.

51:13

The blogger Scott Adams, if anybody wants to get a good deeper on this, the blogger Scott Adam created Gilbert. He when Trump was running in twenty sixteen, and nobody thought he would win Scott Adams was one of the first people I saw that came out and was like, Oh, not only can he win, he will win in a landslide,

The blogger Scott Adams, if anybody wants to get a good deeper on this, the blogger Scott Adam created Gilbert. He when Trump was running in twenty sixteen, and nobody thought he would win Scott Adams was one of the first people I saw that came out and was like, Oh, not only can he win, he will win in a landslide,

51:29

which is what exact is which is what happened. And he explained, he goes, Trump has verbal kill shot.

which is what exact is which is what happened. And he explained, he goes, Trump has verbal kill shot.

51:36

You know, he has these phrases that he'll say about opponents where he'll be like,

You know, he has these phrases that he'll say about opponents where he'll be like,

51:41

low energy jeb bush. And then you can never look at Jeb again and see anything but low energy. And Jeb's so offended by it that he feeds energy into that. Like, you know, he starts to be flustered by it, and then he starts to try to up his energy and then trump will pat him on the head, be like, well, at least you're trying now, Jeb. Yeah. That's good. You're trying to pick up your energy. I like that. And he would just destroy candidates with, like, you know, crooked Hillary.

low energy jeb bush. And then you can never look at Jeb again and see anything but low energy. And Jeb's so offended by it that he feeds energy into that. Like, you know, he starts to be flustered by it, and then he starts to try to up his energy and then trump will pat him on the head, be like, well, at least you're trying now, Jeb. Yeah. That's good. You're trying to pick up your energy. I like that. And he would just destroy candidates with, like, you know, crooked Hillary.

52:05

You know, and he would just just brand people in a one shot kill with with the with these phrases. And even the one you that video you just showed, the kind of I have your back, like, you know, he he's very, very good at

You know, and he would just just brand people in a one shot kill with with the with these phrases. And even the one you that video you just showed, the kind of I have your back, like, you know, he he's very, very good at

52:18

just repeating

just repeating

52:19

simple messages and and branding himself one way and and positioning himself against the others the other way. Alright. So

simple messages and and branding himself one way and and positioning himself against the others the other way. Alright. So

52:27

The eighties,

The eighties,

52:29

here's a a force for good.

here's a a force for good.

52:31

So did you know, Sean, the phrase

So did you know, Sean, the phrase

52:35

have one for the road. Do you know where that came from?

have one for the road. Do you know where that came from?

52:39

No. But now that I think about it, it's kind of a fucked up phrase.

No. But now that I think about it, it's kind of a fucked up phrase.

52:43

So

So

52:44

I would think that the the worst use of that phrase would be

I would think that the the worst use of that phrase would be

52:49

go and have one and then go drive, but it actually meant take a beer in your car.

go and have one and then go drive, but it actually meant take a beer in your car.

52:53

And drink it while you're driving away from,

And drink it while you're driving away from,

52:57

wherever you're going. Right? So drunk driving was out of control,

wherever you're going. Right? So drunk driving was out of control,

53:01

and

and

53:02

a can't,

a can't,

53:04

campaign was created. Friends don't let friends drive drunk.

campaign was created. Friends don't let friends drive drunk.

53:08

And it had three things to do. Drive your friend home, have your friend sleep over, or call a cab,

And it had three things to do. Drive your friend home, have your friend sleep over, or call a cab,

53:13

you know,

you know,

53:14

and this cut drunk driving in half.

and this cut drunk driving in half.

53:16

It it it was something like a forty to fifty percent,

It it it was something like a forty to fifty percent,

53:20

drunk driving decrease when this started going around.

drunk driving decrease when this started going around.

53:23

That's like, Craig, if I say the phrase, this is your brain on drugs, what do you think of?

That's like, Craig, if I say the phrase, this is your brain on drugs, what do you think of?

53:29

Yeah. You think of that fried egg, a powerful demonstration. Right? An egg hitting a frying pan sizzling.

Yeah. You think of that fried egg, a powerful demonstration. Right? An egg hitting a frying pan sizzling.

53:35

Like, that was how long ago? That was, like, it hadn't been I was a kid. Like, I was That was twenty plus years ago, and it still has hijacked my brain where if I if I see an egg, I think about drugs or if I hear this your brain on drugs, I hear the egg. Right? Like,

Like, that was how long ago? That was, like, it hadn't been I was a kid. Like, I was That was twenty plus years ago, and it still has hijacked my brain where if I if I see an egg, I think about drugs or if I hear this your brain on drugs, I hear the egg. Right? Like,

53:50

that that is so powerful how that worked. These powerful demonstrations are unforgettable. You'll never look at a sword and not think about the sword slicing through the bullet. Yeah. There's something about it. That it really sticks in in the human mind. Maybe it's a way we are taught how to learn. You know?

that that is so powerful how that worked. These powerful demonstrations are unforgettable. You'll never look at a sword and not think about the sword slicing through the bullet. Yeah. There's something about it. That it really sticks in in the human mind. Maybe it's a way we are taught how to learn. You know?

54:05

I have a I have a daughter now, and she's learning physics,

I have a I have a daughter now, and she's learning physics,

54:08

not the way I think of physics, and it's not something I thought, but, you know, you have kids too. You see how they learn the way

not the way I think of physics, and it's not something I thought, but, you know, you have kids too. You see how they learn the way

54:15

blocks fit together and gravity and all of this, you know, teaches you a lot about how the human brain learns.

blocks fit together and gravity and all of this, you know, teaches you a lot about how the human brain learns.

54:22

And if you think about what these demonstrations are, they're they're really physics demonstrations.

And if you think about what these demonstrations are, they're they're really physics demonstrations.

54:27

So it's like, that's how we've been learning since aids zero.

So it's like, that's how we've been learning since aids zero.

54:30

You know?

You know?

54:31

And in and Right. We need that foundational physics to survive You really notice it in babies. Like, they need to know

And in and Right. We need that foundational physics to survive You really notice it in babies. Like, they need to know

54:39

that it if they're crawling and there's something here that it's gonna hurt if they hit Like, it's so basic, but the kids don't know that they actually have to learn that.

that it if they're crawling and there's something here that it's gonna hurt if they hit Like, it's so basic, but the kids don't know that they actually have to learn that.

54:49

You know? And

You know? And

54:50

you think about I I always was like, why don't we remember anything before we're five years old? And I think it's because the brain is optimizing to learn physics.

you think about I I always was like, why don't we remember anything before we're five years old? And I think it's because the brain is optimizing to learn physics.

54:59

Think the physics are just so important that you just, like Right. We don't need memory right now. Physics are, like, fundamentals, man. If you don't know physics, you're gonna fucking die

Think the physics are just so important that you just, like Right. We don't need memory right now. Physics are, like, fundamentals, man. If you don't know physics, you're gonna fucking die

55:07

Like, just, you know, walking down the street. Right? Right. So it's all physics. No. I think these are, like, new physics lessons that that we find really fascinating.

Like, just, you know, walking down the street. Right? Right. So it's all physics. No. I think these are, like, new physics lessons that that we find really fascinating.

55:15

You know what else people are really interested in is these,

You know what else people are really interested in is these,

55:19

they call them ASMR videos.

they call them ASMR videos.

55:21

Oh, one hundred percent. The two stoozing things that are happening.

Oh, one hundred percent. The two stoozing things that are happening.

55:25

We did this as an ad for my e com brand. So I was watching TikToks, and there's these TikToks that are these soothing ASMR things. The ones that, I was watching were, like, a bottle that there's a bottle filled with sands or mar sand or marbles. So I think it's marbles. And they would they would roll the glass bottle down a set of cement stairs. So you hear, like, the clink rolling, like, a glass bottle rolling sound, then you hear the clink as it hits the stair. And then by the second or third stair, it crack and then you hear marbles bouncing, like, in synchronicity,

We did this as an ad for my e com brand. So I was watching TikToks, and there's these TikToks that are these soothing ASMR things. The ones that, I was watching were, like, a bottle that there's a bottle filled with sands or mar sand or marbles. So I think it's marbles. And they would they would roll the glass bottle down a set of cement stairs. So you hear, like, the clink rolling, like, a glass bottle rolling sound, then you hear the clink as it hits the stair. And then by the second or third stair, it crack and then you hear marbles bouncing, like, in synchronicity,

55:54

like, down the stairs. And for some reason, these view these videos always have, like, ten million ten million views on them just because they're, like, oddly satisfying to watch,

like, down the stairs. And for some reason, these view these videos always have, like, ten million ten million views on them just because they're, like, oddly satisfying to watch,

56:02

and people just love that combination of of the visual plus the sound. And so we took that and we remix that with our product. Basically, we We we've integrated it in with our products so that the video starts with that rolling thing. And then we just sort of hijack the video and show our product upon the smash.

and people just love that combination of of the visual plus the sound. And so we took that and we remix that with our product. Basically, we We we've integrated it in with our products so that the video starts with that rolling thing. And then we just sort of hijack the video and show our product upon the smash.

56:18

And way more people watch that than if we just start with our product, even though it's a complete bait and switch.

And way more people watch that than if we just start with our product, even though it's a complete bait and switch.

56:24

That's interesting. Yeah. I mean, you go up to someone on the street and be like, hey, do you love physics? Do you wanna study physics? They're like, no. But that's actually not the truth. Humans love physics. We all love physics. Were obsessed with physics.

That's interesting. Yeah. I mean, you go up to someone on the street and be like, hey, do you love physics? Do you wanna study physics? They're like, no. But that's actually not the truth. Humans love physics. We all love physics. Were obsessed with physics.

56:35

And it starts at a zero.

And it starts at a zero.

56:37

That would just take. So, yeah, so this this,

That would just take. So, yeah, so this this,

56:40

had to prevent drunk driving, did the

had to prevent drunk driving, did the

56:43

you know, all these these same things,

you know, all these these same things,

56:45

and it worked.

and it worked.

56:47

So okay. So here's a a a modern story

So okay. So here's a a a modern story

56:50

So

So

56:51

two thousand ten, when we were were starting golden hippo,

two thousand ten, when we were were starting golden hippo,

56:56

my brother comes to me and he says, hey. Have you you heard a probiotic and and I hadn't. And I was like, what are those? And he he says, well, you know, you got all these bacteria in you.

my brother comes to me and he says, hey. Have you you heard a probiotic and and I hadn't. And I was like, what are those? And he he says, well, you know, you got all these bacteria in you.

57:05

And I was like,

And I was like,

57:06

Okay. What do you mean? He's like, you know, your microbiome. I'm like, what's that? You know, he goes on to tell me that, you know, you take these probiotics, which are good beneficial bacteria are supposed to do something. Right? So I take them. And

Okay. What do you mean? He's like, you know, your microbiome. I'm like, what's that? You know, he goes on to tell me that, you know, you take these probiotics, which are good beneficial bacteria are supposed to do something. Right? So I take them. And

57:18

I started having a lot more regular poops. I don't know who what I was eating before. But they start working. I was like, why why is this affecting me? I'm a pretty healthy guy. I'm in pretty good shape.

I started having a lot more regular poops. I don't know who what I was eating before. But they start working. I was like, why why is this affecting me? I'm a pretty healthy guy. I'm in pretty good shape.

57:30

This is this is actually helping me out.

This is this is actually helping me out.

57:33

And I started looking into it, and I realized that all of these foods I was eating that I thought were healthy because they said, low fat or whatever on them,

And I started looking into it, and I realized that all of these foods I was eating that I thought were healthy because they said, low fat or whatever on them,

57:42

had

had

57:43

sugars or artificial sweeteners or things like that pumped into them from the food companies, and they were on the name on the labels under different names. So you don't know what they are, you know, like sucralose

sugars or artificial sweeteners or things like that pumped into them from the food companies, and they were on the name on the labels under different names. So you don't know what they are, you know, like sucralose

57:55

or,

or,

57:57

Right. You know, Agave nectar,

Right. You know, Agave nectar,

57:59

things like that. You know? Like, you you would think could say zero sugars

things like that. You know? Like, you you would think could say zero sugars

58:05

on the label, but their ingredients would have these substitutes.

on the label, but their ingredients would have these substitutes.

58:08

Yep. Yeah. But it's got a gabbi. It's got corn syrup. It's got, like, you know, natural fruit juices. You know, all those things are are sugars.

Yep. Yeah. But it's got a gabbi. It's got corn syrup. It's got, like, you know, natural fruit juices. You know, all those things are are sugars.

58:16

And so

And so

58:17

I started digging into this, and there was some shady stuff, man. There was some some experiments

I started digging into this, and there was some shady stuff, man. There was some some experiments

58:22

done where, like, like, you know, the sugar companies would would pay a farmer to,

done where, like, like, you know, the sugar companies would would pay a farmer to,

58:28

You know, live food is very expensive for livestock. And and farmers always dreamed that they could give their livestock sugar instead of food,

You know, live food is very expensive for livestock. And and farmers always dreamed that they could give their livestock sugar instead of food,

58:36

And they they'd be able to

And they they'd be able to

58:39

use that as a nutrient so they could stop this big food expense. And, like, they do that. They'd try it, and the cows would all die. You know? And then they tried it. Okay. Well, let's take the food and let's add sugar and see what happens.

use that as a nutrient so they could stop this big food expense. And, like, they do that. They'd try it, and the cows would all die. You know? And then they tried it. Okay. Well, let's take the food and let's add sugar and see what happens.

58:50

And then the cows would still die.

And then the cows would still die.

58:52

And then they they they vary the studies. Right? And the the, artificial sweetener things were even worse. So there was a company, GED Sirl that invented artificial sweetener called Aspartame is now known as Nutrasweet. What a lot of people don't know is when they he came up with his artificial sweetener, they knew it'd be a a billion dollar products because the sweetener market had already been built out. They started testing it on lab animals, and that lab animals were growing tumors.

And then they they they vary the studies. Right? And the the, artificial sweetener things were even worse. So there was a company, GED Sirl that invented artificial sweetener called Aspartame is now known as Nutrasweet. What a lot of people don't know is when they he came up with his artificial sweetener, they knew it'd be a a billion dollar products because the sweetener market had already been built out. They started testing it on lab animals, and that lab animals were growing tumors.

59:18

And

And

59:19

the scientists got popped the first time ever that, the government filed criminal charges against a food company for false fighting studies because the scientists were cutting the tumors out of the animals and sewing them back up and saying, oh, no tumors here, and they got caught doing that.

the scientists got popped the first time ever that, the government filed criminal charges against a food company for false fighting studies because the scientists were cutting the tumors out of the animals and sewing them back up and saying, oh, no tumors here, and they got caught doing that.

59:34

Wow. And so I found out about all this, and I was just, like, completely

Wow. And so I found out about all this, and I was just, like, completely

59:39

mystified.

mystified.

59:40

And so

And so

59:41

I wrote this presentation

I wrote this presentation

59:43

about

about

59:44

this,

this,

59:45

and I talked about probiotics

and I talked about probiotics

59:47

and how

and how

59:48

a way to combat the

a way to combat the

59:50

artificial sweeteners and and sugars that are being pumped into your foods that it'd be impossible for you to,

artificial sweeteners and and sugars that are being pumped into your foods that it'd be impossible for you to,

59:56

discover them all. You know? Is to add good bacteria because those,

discover them all. You know? Is to add good bacteria because those,

01:00:01

you know, the the bad bacteria growth that that happens because of all this consumption that makes the bad bacteria get really frothy,

you know, the the bad bacteria growth that that happens because of all this consumption that makes the bad bacteria get really frothy,

01:00:08

need to be offset by good bacteria. And so I put this video together and

need to be offset by good bacteria. And so I put this video together and

01:00:14

it went absolutely

it went absolutely

01:00:16

bananas.

bananas.

01:00:17

So,

So,

01:00:18

it was seen by probably,

it was seen by probably,

01:00:20

you know, hundred million people. It's hard to track

you know, hundred million people. It's hard to track

01:00:23

but,

but,

01:00:24

the last we checked, there was over a hundred million. And this is in a period

the last we checked, there was over a hundred million. And this is in a period

01:00:27

of about

of about

01:00:28

four months Joe Hogan tweeted it out.

four months Joe Hogan tweeted it out.

01:00:32

And someone wrote there, like, hey, Joe, do you realize this is a, actually an advertisement for a probiotic?

And someone wrote there, like, hey, Joe, do you realize this is a, actually an advertisement for a probiotic?

01:00:38

And they wrote back, oh, yeah. You know, I didn't see that till the end. I I tweeted out before I I got to the end of the video, but you can watch it or something like that. You know?

And they wrote back, oh, yeah. You know, I didn't see that till the end. I I tweeted out before I I got to the end of the video, but you can watch it or something like that. You know?

01:00:47

And it it created the biggest,

And it it created the biggest,

01:00:49

probiotic brand in the world at the time,

probiotic brand in the world at the time,

01:00:52

and it was because of this educational component. Showing people

and it was because of this educational component. Showing people

01:00:57

that

that

01:00:59

your food supply is messed up, and you have something called a microbiome that's getting affected buy your food supply.

your food supply is messed up, and you have something called a microbiome that's getting affected buy your food supply.

01:01:07

And one way to

And one way to

01:01:10

aid that is with with probiotics.

aid that is with with probiotics.

01:01:13

And so

And so

01:01:14

If you look at the Google trends, which we didn't have in the twenties, you know, I'm sure if we could do this for Google for the twenties, like, at, like, you know,

If you look at the Google trends, which we didn't have in the twenties, you know, I'm sure if we could do this for Google for the twenties, like, at, like, you know,

01:01:21

cigarettes. Right? You feel like it may spike after the the Easter Day parade. Right? Where VW bug, you'd see the big spike,

cigarettes. Right? You feel like it may spike after the the Easter Day parade. Right? Where VW bug, you'd see the big spike,

01:01:29

after the, the think small campaign.

after the, the think small campaign.

01:01:31

We have this now. So if you look at probiotics, you know, probiotics, we're gaining some steam here. And here's where,

We have this now. So if you look at probiotics, you know, probiotics, we're gaining some steam here. And here's where,

01:01:38

our ad comes online is keybiotics was our brand. So look at the general spike in probiotics.

our ad comes online is keybiotics was our brand. So look at the general spike in probiotics.

01:01:45

Okay. So what what happened there? Well, you you can see, basically, the day we get kicked off of Google.

Okay. So what what happened there? Well, you you can see, basically, the day we get kicked off of Google.

01:01:51

And it goes down. And,

And it goes down. And,

01:01:53

you see the trend line goes down too.

you see the trend line goes down too.

01:01:56

But then you see it it it goes back up again.

But then you see it it it goes back up again.

01:02:00

And,

And,

01:02:01

you know, this is what we lost our next probiotic grand perfect meiotic.

you know, this is what we lost our next probiotic grand perfect meiotic.

01:02:05

You know, did did okay? It it wasn't the the huge banger of success that that keybiotics

You know, did did okay? It it wasn't the the huge banger of success that that keybiotics

01:02:11

was.

was.

01:02:13

But fear not.

But fear not.

01:02:16

Met a guy named doctor Gunry in twenty sixteen, we left a brand with him.

Met a guy named doctor Gunry in twenty sixteen, we left a brand with him.

01:02:20

And look at look at these spike lines.

And look at look at these spike lines.

01:02:23

Look at the probiotic spike lines

Look at the probiotic spike lines

01:02:25

compared with with the term gunnery.

compared with with the term gunnery.

01:02:28

And the reason people will be synchronous. Henry at some days is when the the campaigns would be running really strong, you know, rid of the the videos running running a lot.

And the reason people will be synchronous. Henry at some days is when the the campaigns would be running really strong, you know, rid of the the videos running running a lot.

01:02:37

That's where the the searches would go crazy.

That's where the the searches would go crazy.

01:02:40

And that was because doctor Gundry is out there with with our

And that was because doctor Gundry is out there with with our

01:02:44

educational

educational

01:02:45

presentations talking about the microbiome, we're talking about probiotics and prebiotics

presentations talking about the microbiome, we're talking about probiotics and prebiotics

01:02:50

and really just educating the world

and really just educating the world

01:02:52

on this stuff.

on this stuff.

01:02:54

And,

And,

01:02:55

you know, we didn't bring probiotics to America or or anything like that. But I like to think we were Probably a company that taught more people than anyone about the microbiome. And now, you know, the probiotic trends, you know, keeps keeps going. And I think it just keeps going up and to the right if you if you find the the current data. You know? And and by now,

you know, we didn't bring probiotics to America or or anything like that. But I like to think we were Probably a company that taught more people than anyone about the microbiome. And now, you know, the probiotic trends, you know, keeps keeps going. And I think it just keeps going up and to the right if you if you find the the current data. You know? And and by now,

01:03:14

the

the

01:03:16

market has changed. You know, I I talked about, I did a Twitter thread a ways back where I talked about the three stages of a product market. So

market has changed. You know, I I talked about, I did a Twitter thread a ways back where I talked about the three stages of a product market. So

01:03:23

There's clueless,

There's clueless,

01:03:25

which is when you need to create,

which is when you need to create,

01:03:28

the the the marketing wave, because your your market knows nothing about the the product. Right? So back then, I started, no one knew anything about probiotics. So if I just said, like, hey, years probiotics try them out, no one would have cared, but I started

the the the marketing wave, because your your market knows nothing about the the product. Right? So back then, I started, no one knew anything about probiotics. So if I just said, like, hey, years probiotics try them out, no one would have cared, but I started

01:03:41

with something they did care about was, like, hey, is your digestion messed up? Are you having irregularity

with something they did care about was, like, hey, is your digestion messed up? Are you having irregularity

01:03:47

at the bathroom? Well, here's the reason why.

at the bathroom? Well, here's the reason why.

01:03:50

And then the next stage of the market is,

And then the next stage of the market is,

01:03:53

is curious where someone's probably heard the term probiotics.

is curious where someone's probably heard the term probiotics.

01:03:57

And and you can jump in. And so

And and you can jump in. And so

01:03:59

while my ads in twenty thirteen, twenty fourteen were starting with digestive health,

while my ads in twenty thirteen, twenty fourteen were starting with digestive health,

01:04:05

I had an ad in twenty eighteen, I believe it was,

I had an ad in twenty eighteen, I believe it was,

01:04:09

and the headline was

and the headline was

01:04:10

doctor says throw your probiotics in the trash.

doctor says throw your probiotics in the trash.

01:04:14

And enough people knew about probiotics by then, they were like, oh, that's wait. Wait, Eric. These are good for you. You know? Right. You click on it and then it goes on to talk about how most probiotics don't have enough strains of potency

And enough people knew about probiotics by then, they were like, oh, that's wait. Wait, Eric. These are good for you. You know? Right. You click on it and then it goes on to talk about how most probiotics don't have enough strains of potency

01:04:25

and also, you know, prebiotics are important and and this and that, you know, So that's just knowing the market where it was and and and where you need to jump in. And then the next level of the market is is saturation.

and also, you know, prebiotics are important and and this and that, you know, So that's just knowing the market where it was and and and where you need to jump in. And then the next level of the market is is saturation.

01:04:36

And that's kinda where the probiotics market is now. I'm not launching new probiotics.

And that's kinda where the probiotics market is now. I'm not launching new probiotics.

01:04:41

You know, I I every time I go to conference, someone comes up to me, they're like, I am launching a probiotic. I mean, Good luck. She, you know, it's it's pretty commoditized by now. But there's still some that have have broken through with with strong campaigns.

You know, I I every time I go to conference, someone comes up to me, they're like, I am launching a probiotic. I mean, Good luck. She, you know, it's it's pretty commoditized by now. But there's still some that have have broken through with with strong campaigns.

01:04:52

Amazing. And so see, these are the seven hijacks I'll read them out here. So number one, make it about them so that's make it about the customer and the benefits that they're gonna get. Number two, make it an event. That's the

Amazing. And so see, these are the seven hijacks I'll read them out here. So number one, make it about them so that's make it about the customer and the benefits that they're gonna get. Number two, make it an event. That's the

01:05:02

You know, nothing attracts a crowd, like a crowd.

You know, nothing attracts a crowd, like a crowd.

01:05:06

Then number three is a powerful demonstration.

Then number three is a powerful demonstration.

01:05:09

So that's the PT Barnum. That's the elevator,

So that's the PT Barnum. That's the elevator,

01:05:13

with the axe. That's the sword cutting through the bullet. That's the drinking dirty water.

with the axe. That's the sword cutting through the bullet. That's the drinking dirty water.

01:05:18

Show unquestionable proof. So that's using experts like doctors or,

Show unquestionable proof. So that's using experts like doctors or,

01:05:22

influencers

influencers

01:05:23

plus,

plus,

01:05:25

you know, like you said, he was willing to be in the elevator

you know, like you said, he was willing to be in the elevator

01:05:28

while the thing was cut. You know, that's a a demonstration of proof.

while the thing was cut. You know, that's a a demonstration of proof.

01:05:32

Five change at daily behavior, and I think this was changed in existing daily behavior.

Five change at daily behavior, and I think this was changed in existing daily behavior.

01:05:38

Is that right, or is it change any daily behavior? I mean, it could be either, you know? Okay. So And so this is, like, bulletproof,

Is that right, or is it change any daily behavior? I mean, it could be either, you know? Okay. So And so this is, like, bulletproof,

01:05:45

giving you to add something into your coffee, something you're already doing or like breakfast,

giving you to add something into your coffee, something you're already doing or like breakfast,

01:05:50

having a hearty breakfast as the start of your day versus, you know, just a coffee in in in a bread roll. Yes. We hijacked Dave hijacked to the daily behavior.

having a hearty breakfast as the start of your day versus, you know, just a coffee in in in a bread roll. Yes. We hijacked Dave hijacked to the daily behavior.

01:05:59

And

And

01:06:01

what we did with probiotics is we changed the daily behavior. We encourage them to take something every day.

what we did with probiotics is we changed the daily behavior. We encourage them to take something every day.

01:06:07

So then six is Selva Dream. That's the the movie star smile that's underneath that film, if only you would start brushing your teeth, or this is,

So then six is Selva Dream. That's the the movie star smile that's underneath that film, if only you would start brushing your teeth, or this is,

01:06:15

Craig pooping regularly because he's now takes, you know, probiotics, probiotics,

Craig pooping regularly because he's now takes, you know, probiotics, probiotics,

01:06:20

That's the dream. And the number seven is help them,

That's the dream. And the number seven is help them,

01:06:24

be a rebel or feel superior. And so that's, you know, be able to to stick a middle finger to the man, whoever the man is, whether it's Nike or it's, you know, the women not having equal rights or whatever,

be a rebel or feel superior. And so that's, you know, be able to to stick a middle finger to the man, whoever the man is, whether it's Nike or it's, you know, the women not having equal rights or whatever,

01:06:36

give them the tools and the badge to to feel like they're superior and, in a rebellion, a part of a rebellion.

give them the tools and the badge to to feel like they're superior and, in a rebellion, a part of a rebellion.

01:06:43

That's right.

That's right.

01:06:45

Amazing. Well, sad. Well, sad. You're you're,

Amazing. Well, sad. Well, sad. You're you're,

01:06:48

I'm a good student.

I'm a good student.

01:06:49

Yeah.

Yeah.

01:06:51

Well, this is, I mean, The stuff that's in here is,

Well, this is, I mean, The stuff that's in here is,

01:06:54

I guess, like, this is rare in two ways. Number one, I took marketing classes in college,

I guess, like, this is rare in two ways. Number one, I took marketing classes in college,

01:06:58

and I had marketing professors. None of my marketing professors have never done what you never created a category. They never did a billion dollars in sales. They never sat there and crafted,

and I had marketing professors. None of my marketing professors have never done what you never created a category. They never did a billion dollars in sales. They never sat there and crafted,

01:07:08

you know, even this presentation, when we talked three days ago, it was gonna be, like, marketing throughout the decades. No. And then you were like, no. That's not gonna be the title. I gotta think of something good. You come back with seven seven human hijacks.

you know, even this presentation, when we talked three days ago, it was gonna be, like, marketing throughout the decades. No. And then you were like, no. That's not gonna be the title. I gotta think of something good. You come back with seven seven human hijacks.

01:07:19

How marketers have hijacked your brain. And I'm like, oh, god. Just seeing you go from two days ago with no title or a shitty working title to, like, a really strong title is seeing somebody in action or hearing you you what you did with the the probiotics market. So number one, the opportunity to have a teacher who's actually a master of the game is so rare. So, obviously, I'm sitting up in my seat. I'm paying attention.

How marketers have hijacked your brain. And I'm like, oh, god. Just seeing you go from two days ago with no title or a shitty working title to, like, a really strong title is seeing somebody in action or hearing you you what you did with the the probiotics market. So number one, the opportunity to have a teacher who's actually a master of the game is so rare. So, obviously, I'm sitting up in my seat. I'm paying attention.

01:07:42

Number two,

Number two,

01:07:44

any one of these, like, I'm thinking as you were talking, my brain was, like, having almost a hard time listening because I'm firing ideas for any of my companies on, like, Oh, a powerful demonstration. How could we show this in a way that's exaggerated and would would would almost be kind of shocking or adds drama to what we're doing versus just saying the feature or saying it's good. Like, you know, how could we, like,

any one of these, like, I'm thinking as you were talking, my brain was, like, having almost a hard time listening because I'm firing ideas for any of my companies on, like, Oh, a powerful demonstration. How could we show this in a way that's exaggerated and would would would almost be kind of shocking or adds drama to what we're doing versus just saying the feature or saying it's good. Like, you know, how could we, like,

01:08:06

do do a powerful demonstration that would give people unquestionable proof. Right? So I couldn't even, like,

do do a powerful demonstration that would give people unquestionable proof. Right? So I couldn't even, like,

01:08:11

stop my brain from moving while I'm doing this. Now that's I don't know. That's the entrepreneur in me, but I think there's a lot of people who are listening that are like that that, like,

stop my brain from moving while I'm doing this. Now that's I don't know. That's the entrepreneur in me, but I think there's a lot of people who are listening that are like that that, like,

01:08:18

if you paid attention to this, even one of these hijacked could,

if you paid attention to this, even one of these hijacked could,

01:08:22

like, literally, like, change the trajectory of your company. So I anyways, I appreciate you putting this together. This is kind of a this is amazing to me. I don't know how other people gonna feel about this, but like as as the only student in the room right now, I was,

like, literally, like, change the trajectory of your company. So I anyways, I appreciate you putting this together. This is kind of a this is amazing to me. I don't know how other people gonna feel about this, but like as as the only student in the room right now, I was,

01:08:36

you know, I I'm pumped about this. This is this is great.

you know, I I'm pumped about this. This is this is great.

01:08:39

Well, I I appreciate the kind words. And, you know, if they said, as they say, if you could change the life of just one person, Right? Then your job is complete. So I'll take Alright. Well, you did it.

Well, I I appreciate the kind words. And, you know, if they said, as they say, if you could change the life of just one person, Right? Then your job is complete. So I'll take Alright. Well, you did it.

01:08:48

This has been a master class, for sure. So thanks for thanks watch it. That's the part.

This has been a master class, for sure. So thanks for thanks watch it. That's the part.

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