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

0:00 point of this conversation is this is a gold rush and who knows how often these come around. How much revenue will your brands do? using this TikTok model this year. 100 plus. So five brands, you're gonna do over 100 million this year. And this is the playbook you're running across all of it. Yeah. So what's an example of one of these videos? I think this video had made this kid close to$50,000. The single video. What you said in this video will make people millions of dollars if all they did was just try to act on it. Millions are being printed on TikTok show. What are the mistakes people make? My advice is be an observer, not a consumer. That's the best thing you can do. Let's brainstorm live.

0:36 A hundred million dollar TikTok. Yeah, I'm gonna show you something that the world was never gonna see, but I'm gonna show... How serious I take this. I feel like I can rule the world of no way It be what I want to That's what I was just thinking, like I've watched a lot of these and I've seen a lot of guests and I was like

1:03 Like I'm different in a lot of ways, so I might as well visually capture that. Yeah. Make a statement. You were early to the Amazon trend and you took five thousand dollars, you turned it into a thirty million dollar company, you sold And what you told me was basically that This now. is the first and biggest thing you've seen since that Amazon opportunity. Is that right?

1:23 It is. It is. And I I've looked for these I didn't appreciate it in the Amazon era. But I look for these moments in time where You don't need a ton of startup capital, you don't need to raise money. And you can basically just find something that works, a system, a platform. latch onto that and create something of substantial enterprise value. And TikTok represents that.

1:43 So what I wanna do is I wanna go through the big idea. So why why people should be caring about TikTok right now, what you see as the like the big opportunity. And then Specifically What are some examples of people that are c crushing it? How are they rushing? What's the playbook? And then where are the opportunities that you see that are still open that any anyone could go do. So that's my game plan. Absolutely. So

2:03 Top of the funnel here, fundamentally. People don't appreciate what's actually happening with TikTok. Like like shop is a component of that. That's the center of their model. But you think about even restaurants. You think about Google, you think about Facebook, meta ads, like all of the there's a paradigm shift.

2:19 So a good example My Now ex wife and I went to uh Tokyo like a year and a half ago. And if we went five years ago, she would have gone to Google to search for restaurants. She would have yelped. Now she goes on tick tock and wants to visually see

2:33 What is going on, right? Shopping. It's turning more live. All of these things are fundamentally changing. Even the creators of this last generation, the influencers, they're coming up off Short form content.

2:45 We all know how important, you know, clipping and and all that stuff is. By the way, I I I read that Thirty percent. Of Jen Z primary news source is TikTok.

2:54 Yep. Uh and so and then same thing. Uh uh primary search engine, so in my company we did a little poll there that we were trying to work on our Google like search result. Yep. And I was asking

3:06 our employees. I was like, So when you Google for this, what do you do? They go, I don't really Google for that. I just go to TikTok and type in the name and then I whatever comes up on TikTok is what I use. Yep. That blew my mind because I wasn't using TikTok as a search engine. Yep. And that that's the paradigm shift and that's that's the opportunity because it's so early. And it's I don't like the word like gamifiable, but when you just think through these new models and like how information is being shared, that's where the brands of the future are being created. That's where the artists of the future are being created. That's where Like fashion design, it's all happening through this new means of distribution.

3:37 Right. By the way, this happens in everything. So I don't know if you ever heard the story of why Obama was so successful when he did his first presidential run. Do you know the story? Just tapping into the social media and all that. It was kind of social media, but he got this big grassroots movement going from two reasons. One, he was one of the first presidents to build a huge email list. At the time President The people who were running, they were doing you know, fundraisers, they were doing TV.

4:00 They were doing, you know, traditional interviews, but they weren't building an email list. And he built a giant email machine. before anybody else. And then he started using social media on top and he basically hired people. Trump did the same thing. When Trump won in twenty sixteen Even this year when he when he won, he raised way less money than his opponent, right? The first time, way less than Hillary, this time, way less than Kamala slash Biden. And in both cases it was because he was using a different marketing strategy. His his was all Facebook and and online. And the others are doing all like traditional T V buys, commercial, stuff like that.

4:30 And so when you see this like you said, paradigm shift it's like The new marketing Opportunity. If you can pounce on that. That's where you can get rich. Can you quickly just say like

4:40 What you saw in Amazon and when that was back in twenty what was it, fourteen or something? Yeah, I'll and I'll go from that to now. Like the numbers we're seeing, the difference in terms of like ROAS, right? Um and it's challenging for people because it's happening so fast. Like I think a lot of people Still think that you know, digital marketing is the new paradigm. And like actually it's like

5:01 All the way over here now. And so Amazon's a great example. I remember seeing brands like billboards were a huge strategy back then. I'm like I started by working with brands. That's how I got my start as like a consultant. helping them sell on Amazon. And I'm going, guys, you're spending fifty thousand dollars on a billboard campaign

5:17 And when you give me five grand to spend on Amazon You're having trouble tracking that. But right here, we're making five dollars for every dollar spent. And this is me as a twenty two year old kid. They're like, No, this is the way it is, or like you know, we're gonna double bodybuilding dot com needs these. You know, GNC needs these. And by the time I finally it probably took me like a year.

5:36 I'm going, these guys are slow. At first you think you're dumb. Yeah. Eventually you realize they're dumb. You're like, Yo, I keep putting a dollar into this magic money machine and five dollars are coming out, which is a five X is cool. Roas for people don't know Roas is return on ad spend. So it's for every dollar I spend on marketing. How many dollars do I get back out in revenue? Yep. T V, Billboards. You don't really know. Right. The famous advertising saying is

5:57 Half of our advertising doesn't work. Problem is we just don't know which half. And like and actually for a while CMOs didn't mind that. If you can't track it, you can't be held accountable. But then Facebook and all these guys came and all of a sudden every dollar you put in you get a tr like verified amount of how much revenue you're getting out of it. Now you're held accountable. But that also presents an opportunity. Yep. Just for a kid like you. You're like, all right.

6:18 I if this works, it's inarguable this is working and I'm getting five X for return on my money. And so now what we're seeing uh what happens over time is that compresses, right? Enough guys like me do podcasts like this. Facebook guys are great. God damn podcasting. But it shrinks the margin. And um so like you look at like an Amazon now, which has been my you know, I've been doing ads on there for Ten years now.

6:40 And like a like a one to one and a half ROAS is like good in a hot category, which is not profitable. But you're you know, that's where you're like, Okay, repeat customers, building the brand. And so you have that modeled. Yeah, it was like that was the last couple of years and then TikTok comes along. And that organic algorithm is so damn good. And then if you this is where now it almost goes back to the billboard era of like actually tracking becomes a little more difficult.

7:05 But we're seeing just money spent on this this system, which we can get into a little bit later, but this system It's like seven. Eight X. Minimum return versus a one X ROAS. And upwards of like when I

7:18 First did this with You know, Jimmy, eighteen months ago it was like Thirty X. You know, like and then the question was how much can we spend more? I mean it's like PEDs for marketing, right? It's like if you're gonna get I can use this channel that not everybody understands, this playbook that not everybody stands and get seven X. Or I go to Facebook and Amazon, I get a one X, one point five X.

7:36 I mean, that's like cheat codes in the game of business. Can you give people a sense? How much revenue will your brands do? Using this TikTok model this year. So directly attributable to like TikTok shop, we m we modeled Probably like forty ish million.

7:51 And the overall the halo effect of all that. Hundred plus. So your brands, which is what you have three, four roughly brands or how many how many you're running right now? Five five that I either own You know, majority of or or uh Meaningful. Yeah. So five brands, you're gonna do over a hundred million this year. And this is the playbook you're running.

8:08 Across all of them. Yep. Yeah. And and and by the way, how old are these brands? One or two years old. It's unreal and it it I don't wanna say things stress or scare me at this point, but it's one of those things where it's like, all right, we gotta see this through.

8:22 Because The point of this conversation is this is a gold rush and who knows how often these come around, right? And so I feel like I'm getting to go back to my twenty two year old self. And saying, Hey, like this is gonna be really big, you know, focus right now. Do the right things, execute, you know, and and And that's where we're at. Is that a conversation you had with yourself back when you were twenty two and and the Amazon gold rush was happening?

8:42 I I took it really seriously, but you don't know what you don't know. Right, and and just I didn't appreciate like who knew private equity was gonna come in and value all these brands and who knew that Amazon was gonna grow To that extent. It was still kind of a discount. site when I was first on there. That's why brands don't want to do it.

8:58 You were in the supplements category. And you said the way the supplement game worked was you had GNC or these like retail stores. If you want it to be If you wanted to win in supplements. You had to win in retail. And then you're like, Amazon came around and changed the game because now you have this online retailer.

9:13 And suddenly new supplement brands could win there where you couldn't get on the shelf at GNC. Exactly. And you were saying now the same thing's happening to Amazon, basically. There's a new one's coming in and sweeping the rug. In creating the opportunity where maybe you weren't gonna win on Amazon, but now you can win in this new way. Is that right that I've heard that? That's exactly right. It's these continual paradigm shifts. Like Amazon, it was You know, there's this brand BPI sports, who was number one in G and C And then I just remember seeing that flip where Amazon all of a sudden was like fifty percent of their revenue.

9:40 And then they didn't focus on Amazon and then there were brands passing them up, right? And so the brands of the future were born on that digital platform. And and Amazon was Yeah, there are Facebook ads, there are other digital means, but we'll call it the e commerce era. And now it's happening again with like the short form discovery era. So it's much less about What does your website look like? Or this and that. It's like how are you optimizing

10:00 For This means of information. Similation. And you know, n I think when most people say gold rush If you call ten things a gold rush, then what's really a gold rush? But I feel like you genuinely believe you're like, Yo, this

10:14 I'm not fucking around. I'm serious. Right now there is a window where something can happen. Could you like Make your pitch not to me. But to like the next Rob who's who is twenty three, twenty four, twenty five, oh thirty years old. It doesn't matter what age, but like To be like, yo, take this here. You can even just direct a camera. Like, what's your message to that person about this opportunity? I'm gonna hijack I'm gonna hijack your your friend, your How many how many businesses a day do you think Ben looks at, just in general?

10:37 Ten to fifteen a day. A day. Yeah. A day. So he's constantly looking at opportunities. And he sent me a text and he goes. Oh. This TikTok thing really does seem to be the best opportunity to go from like no net worth to like one to five million with no skills no background, no tech, whatever. And when he sent me that Because obviously I accept my opinion is gonna be biased. I do this every day.

10:58 But when Ben sent me that, I was like, Oh Okay, yeah, no, this is for real. And then you look at our own You know, like we're doing this. Our our company growth. even though we have skills and we've been doing this a while, but to go from zero to You know, a hundred plus million run rate.

11:12 is actually Insane with no you know, is there not raising it's we're profitable. Like super profitable. Yeah, you've bootstrapped these, right? Uh like uh you know, I'm a small investor in one, but you didn't take our money for the money, you just No, we love you. Yeah, you just want us to be on board. Uh all right, so let's let's stop uh teasing. What are the brands like tell me some stories. Like I I don't live in this world, you do. Tell me some stories of some brands that are crushing it. What are some examples that make this real?

11:36 One that I think we can start with is this company Roost Research. And this guy had a little Amazon experience, he's twenty seven. And this is like a a nine figure. play. And and I I I just couldn't be More excited for him and so I'm like

11:49 you know, hyping it up here, but He reaches out to me two and a half years ago before TikTok's even taken off and he's like, Hey, I'm thinking about starting the supplement brand on Amazon. He picked the right category. He's like longevity is getting bigger. He gets on Amazon, he's doing all right. And then TikTok comes around and he he pours all in on it. And two years later, I believe this month, you know, he'll do he'll do north of like fifteen million dollars between all online. This month. This month.

12:13 So what is the product? What what do they do? N A D, root roost research. And it's that like, you know, it's that every couple of years a new supplement category comes along where like this might have long term staying power. College in was the last huge one, you know, four billion dollar Exit vital proteins to uh Nestle. And he's betting on that. And then he went all in, all bootstrapped, no raised money.

12:35 Not even like he hasn't revamped the brand yet. If you go look at it, you're like, Oh, this looks a little like you know, it doesn't look like a multi hundred million dollar thing. But that's what he's building. So I'd say that one So he spotted the health trend early, early enough. Not like the first guy, but early enough. Mm. Built a good product in that space. You said he went all in on TikTok, he you know, figure out TikTok. What did he actually do?

12:56 To make it work on TikTok. He tapped into this creator model. So you should we go in detail on the playbook. So if I for all these ideas, they have a playbook. Yeah. What's the TikTok playbook? So it's important to preface it with this. Everyone is used to YouTube, Instagram, like where your followers matter, right?

13:12 Like you have an Instagram following of a million people, that's valuable. TikTok shattered that. And you have to look at everything through the lens of views. You start a brand new TikTok account.

13:22 I do. We walk here, we start a new TikTok account together, we start a video of dancing in the street, that could get ten million views. Right. And so that's the center of this whole model. Swings a bat.

13:34 Screw your your brand page. Like I uh Roost doesn't have a brand page. Right. They might run ads. But the key part of the model is how many people can we get creating product specific content? For the brand. Like an army instead of one influencer becoming Kim Kardashian or the rock or whatever and said, I will become famous, get a lot of followers and then sell product. You're saying is

13:55 The new model is. An army of people need to create content and then It's just the content wins. One of those pieces of content needs to pop. In order for this to work. Yep. Is that it? Yeah, exactly. And the first big use case of this before product was Andrew Tate.

14:09 Like that's how he can we say that can we say that now? That's how he he broke the internet. Not even like intentionally, but he had affiliates making Tate content. Right. So he's not Tast not on TikTok. But he has Five hundred

14:22 hungry little minions who love him. And he was paying them or they were just inspired? What was going on? Yeah, there was an affiliate commission back to make more videos for him. So like like you could get people paying fifty dollars a month by making this content. He created basically like a content MLM almost. Pretty much. Yeah. No, exactly. So he and why Well Woolse is I mean, that's kinda genius of him to do that,'cause no other You know, we were Content creators, podcasters, whatever, but

14:44 If we created content, we just put it on our channel. Yep. And it was just us. Or like we would hire people to create clips for us. What he but on our one channel. Yep. What he did was different. He's like, Yo Here's a bunch of raw material. Run it.

14:56 You figure out how to go viral. And if you do, I'll pay you what? Per view or what was he what was he doing? Per sign up they got back to the community that would teach you how to do that. I mean and and the end result was most Google men on the On the planet, right? And um and so now you see that everywhere. Streamers like Aiden Ross And those guys they they spend six figures a month. Paying.

15:17 On a CPM metric. Paying people to Chop up their streams. and put it out on new TikTok. Like I I do that, right, with my My stuff. Like someone from my team will chop this up and

15:27 You might see it. Right. Swings it back. And so now take that same idea. When you say my team, do you literally mean like My employees or you're like I Like Both. We're trying to hit it from everywhere.

15:37 And brands are too. Like this is the fundamental thing. How can you get as much good quality swings at bat as humanly possible? And sometimes it's freelance people And then sometimes it's internally. It's a little harder on Shop's so beautiful because the model itself incentivizes it without us having to

15:54 change hands. You know, like internally I'm trying to figure out metrics, like Yeah, see like all that, right? Whereas if you have talented creators, they just go. And that that was Tate's too. It worked it fed itself. the the economics fed itself. So shop.

16:09 So just to explain. Instead of just sending it to Famous people, influencers. Or random people. What happened was

16:16 Certain people realize, Oh shit, I can make money doing this. So instead of just Doing it once. What if I made five videos a day. Yep. What if I started picking brands that I thought would perform well and they started making five hundred dollars a month and five thousand dollars a month. You have creators that make How how much does like the most successful creators make per month?

16:32 Just creators. They don't own the brand. They don't buy inventory. They don't have to run the operations. They're just making TikToks. What do you think? What do you think? I th I've heard that like There's like twenty year olds that are able to make a hundred grand a month. Yeah, like like yeah.

16:46 Like a lot and and and way more than you think. I was at an event for one of our with the you know, the group that I own. A little piece of and We've had Twenty people make over a hundred thousand dollars in a month as freelance.

16:59 Creators. And the important part is th these are not influencing. Like Jacqueline, I have a YouTube video with. She was working as a server. Eight months ago.

17:08 Making Twenty bucks an hour. And she made like 180 grand last month. And what they did. They go in the lab and they're basically like all right, I have to figure out What content can I create that will make this product, you know interesting, appealing to other people? And then they get like

17:23 They're making like thirty, forty, fifty videos a month. Most of them don't do well, but a few of them start do well and they're studying and learning, oh If I do this hook. That grabs people, but it's not converting. Okay, what can make it convert better? Yep. And they're just specializing in the craft of short form content. No, no not too dissimilar then.

17:39 David Ogilvy in the past figuring out how to do print ads that are gonna convert a all the great marketers in the past. It's just instead of going to an ad agency. You're going to these creator armies. Where young people are specializing in How to create short form content. And direct response marketing through this means. That's exactly what it is. And and there's varying degrees of it. There's like the innovators who

17:59 Can sit down. The algorithm's the algorithm. You have to capture attention, you have to keep'em watching and then, you know, something to to convert. And then there's the second wave of that, whereas you know, one of the innovators hits what's works. And then there's literally five hundred kids that are gonna copy that same idea. Only make twenty percent of it, but then what does that do for the brand? Right, then all of a sudden you have all these videos going nuclear.

18:22 I bet you really this is a great one. I think this video last I checked I think this video had made this kid close to fifty thousand dollars. The creator. The single video. It and he he paired You know, a modern thing, Trump. Like Getting elected with conspiracy and all this whatever is it. So the hook was first he's writing the news trend Trump instead of saying, Hey, I have a product I'd like to tell you about. No Starts by talking about Trump and then he has this uh

18:58 Curiosity. Wha w would you call it? It's that information gap, right? Where all of a sudden it he went after one of the biggest industries in the world. Uhhuh. What's that industry and what did he do? And then you hear in the background it's that mysterious it's the trending sound, you know. Today. Well, you know what's crazy? His buddy Donald White was coming after. He's taking a video of like an Android phone. Yeah. So if does you don't think this is an advertisement. No, exactly. E everything. Now it is shifting to that just raw, organic, like

19:30 You don't wanna feel like an influencer's selling you. And that's not what he is, you know, like this is like this is a random dude making telling you a story. Yeah. Okay, what's he You put the raw materials. I can skip that a little bit here. This is where it all gets interesting because around the same time they were trying to silence this document. Yeah, yeah, uh Berg is another famous scientist. So they're building he's building this case for for something. Still hasn't told you about it. the product, right? Fungus problem that lives up and through here. And oil of oregano is the

20:05 Absolute. Best remedy for that. It's Antimicrobial, anti-bacterial. And time. Bungal anti candida. Antiviral.

20:15 Anti parasites and anti moles. Now I did some research and not only is oil. But I've been taking two of these pearls anytime I feel like I'm coming down with something, and it knocks that shit right out. The only bad thing about this product is how fast they sell out, especially around this season. So if you're sick of being sick and you want to try these out for yourself and you see that orange card right there, that means they are still in stock and the flash sale is still live. That's a masterful TikTok shop video. And like if you don't market it, you see it and you go, Yeah. But you forget like the average person sees that and they're like You know, th they're going to the coffee table at work the next day and talking about Man, you know, like mold and fungus is everywhere. But I hear you take this oil of a regular. I got cousins that will send me this. Yeah. And they'll be like, Yeah, you gotta start. Yeah, the government's out to get you. Yeah, the whatever. They have these like

21:08 That conspiracy Combined with You know, in ancient times this used to be the way we do things. Uh huh. And then you know, his last like scarcity call to action where he's like the only downside is They sell out so fast. So if you see the b button is orange, that means they still have it. Just get it while it goes and it's on stage on flash sale right now, you know. Did you see um

21:29 Uh the you know the the brand you're invested in. Did you have anyone send you content from that at any point? Like just not only did I have People send me content from that brand, which we're we we're we're the the founder of it doesn't want us talking about it. All right. But then Also He sent me video of

21:44 Other people creating videos being like I'm tired of hearing about this. Which is like the ultimate sign of respect. It means it dominated TikTok so much, which is like they were the video was like If I see one more video telling me about this, I'm not gonna buy your thing, but like Even that video had seven million views. Of the person complaining about seeing this so much.

22:03 Which means mission accomplished. We got six hundred million views in a month. Like that is an insane Insane number. And that was before shop. How much did you spend? That month to get six hundred million views. That that was before shop. To sho shop now is changing the unit economics.

22:21 I'd say like not in the favor of the brands, but at the end of the day it adds a level of scale. But now with commissions and stuff. That was when we were like sending it to Amazon and just We're not even tracking it. We're just like if we can get six hundred million views, we're gonna be all right. You know, for a hundred grand. Well, it creates this amazing flywheel, right? Because you hear about a brand a bunch on TikTok. You go then Google it. and click the link or you go to Amazon and you search on Amazon.

22:43 It tells Google, it tells Amazon. People are searching for this brand name. It ups your rank there. So now you get organic ranking. off of this social in addition to the direct conversions on social. Yep. No, exactly. Where do you go to find these brands that are crushing it? This true. And this is the other crazy thing.

23:00 Calor data is directly plugged in. to TikTok's API. Data. D A T A. Like so they

23:09 If you go to the homepage here You're seeing Top products, top videos. So you can go look at like You can study. You can study that's that's that kid's video. I know him, he's in our in our group.

23:19 But that was like the one of the top videos from last week. It made it. So if you go right now to like the top products, what do you see? And they just it's like rankings weekly or how do they do this? Yeah, so like beauty Beauty and personal care. You can filter however you want. So this is last Are you are you in this list? This is last thirty days. We are in this list or top five

23:43 And or not three four five. And then I think if you expand it, like we we have a couple of products in the in the top ten. Can you talk about what your products are? Wh which products can you talk about? Yeah, yeah, I mean like a a really good example is both are we gatekeeping here or are you No I don't I mean I I yap about stuff on Instagram all the time, so Uh evil goods has been a really good

24:04 Case study of of beef tallow and the You know, skin care. section. How'd you decide to do beef tellow of all that was an that was an investment. And so one of our students or whatever, like saw that category as similar to longevity. Like okay, holistic wellness is obviously Becoming huge.

24:22 People don't like toxic skin care. This seems to have some good supporting. Like it has this like grassroots Twitter movement. Let's bet on that. And so you know, that's what we did and and pretty much Whenever you see the ability to market to fear.

24:35 Like that. big pharma or whatever it might be or or insecurities from an individual plastic. Yes, whatever. That that that will do well on this platform. Like just just period because people feel like they're learning something. And so it checked all those boxes. He came out with a crazy aggressive name. Evil Goods is like Um

24:53 Yeah, we'll see,'cause that could disrupt The ability to like go to retail and and stuff like that. But at the same time Like with death. Yeah, yeah. So so it could be a liquid death. Exactly. Exactly. So hope hopefully plant a flag on that. But this thing has gone Just nuclear. What's your uh Cologne brand?

25:08 Uh top shelf. And so this ties back to my thesis. that massive industries are overturned, like in these eras. I want top shelf. It's like a passion project of mine.

25:20 But I wanna build a creed for Gen Z. Yeah, creed like Fragrance. And um It presents the opportunity to do that. So the way that Cologne like

25:29 I don't know much a lot about Cologne. Uh but it seems like it's kind of Luxury Sold through retail traditionally. Super high margin, like crazy margin,'cause basically yeah. Water and a little bit of uh central oil or whatever.

25:42 And so How do you sell that? How do you make a popular clo how did how did you make a popular Cologne brand? And can you say like revenue wise what that's gonna do this year? We've been doing we've been doing close to a million bucks a month. So it's been it's been but it's it's a unique challenge for me that I like. This ties back to I mean, seriously, everyone in this world, if you're venturing into it.

26:01 Pick something you like and see some area of disruption and make stuff for yourself. Like that that's really what I see. And as I've gravitated more towards Yeah, we talked about offline, but I like High fashion, I like design. And so

26:13 This seems like the perfect segue for me to go from consumable to something that can play. in that world, right? Fashion, culture. Yeah, exactly. Exactly. And so you like like creed. is relevant at like these big um fragrant houses are relevant in in Paris and stuff like that.

26:29 And so for me it's been a I know it's luxury because I've never heard of what you're saying. Must be must be great. Have you seen Creed or no? No you probably see a Creed Aventus. It's like a you know Popular Fragrance that sells for two hundred fifty dollars a bottle. And so when I'm seeing that I'm going, I c I can There's a lot of margin for let's walk through it. So you're like, all right, I wanna go into Cologne.

26:49 You get it made how? Where'd you go to make it? So I I had to hire a he's he calls himself a professional nose. Yeah, it has been like design fragrances For God knows how long. Okay. So I'm learning. Just Google this guy or how'd you find him? Um relationship draw other business partner. He had done skincare before and this guy was like a

27:07 known guy in the industry. Charges an arm and a leg. Made one good product. like it, right? So I'm like, how can we build this out internally? And and I've learned more about the industry, like what you know. What c smells actually fascinating. Like how it makes people feel. Just uh all the different

27:24 You know mechanisms and mixes and like like You go to Abercrombie, you know exactly what it smells like. It's like it can be a signature of branding. It can be a signature of a of a person. You know, like probably like the least used sense in marketing. So a thousand percent, but do you think about like a a fresh pair of Nike's? Like that that's intentional. Right. New car smell. New car smell. And and and uh

27:46 So it's just been a fun avenue to learn more. And I'm far from a expert in it, just to be honest. Like we have the one product we're moving well with and then we're trying to build out Wait, so tell me so you say you went to the nose. Mm-hmm. Nose makes something for you. That's what you use or you say you didn't like it. Eight. Different samples. We

28:03 We chose the one he wanted to use. We blow it up. We did seven hundred grand our first month. It just gets murdered with bad reviews. People hate it. Like hate it. And so now all of a sudden I got all the You liked it or no?

28:15 No. Yeah. Okay. You yourself were like one star. Yeah, and I and I'm kinda I didn't hate it. I didn't hate it, but I wasn't like, Oh, I would I would wear this. And um And and at the time With genius, I was really big on making products for yourself and like being all in on that.

28:31 And then we have all these things going nuclear and so I'm like money. Right. Where's the money? Ninety dollar. I'm trying to make something for myself, but this time it's money instead of a product. And uh and honestly that blew up in my face a little bit. And so we revamped on the the second one and and had a you know, it's a it's a winner. And like it was very methodical and so That's the one doing like a million bucks a month. Um but before we made a million a month, it must have made a dollar a month. So how did it w what did you do initially to get that to work? So you go to the creators. That was the nice part. The the first fragrance, we got the playbook. Like the angles that worked and So good marketing, bad product.

29:03 Yeah. And then you so and so what was the angles that were? Give us an example for that. That's another one. It's it's huge in this This Gen Z era and I I don't like saying Gen Z actually it's TikTok person and and male p there's a billion users on there, right? So it it's It's a disservice to the app to say it's just Gen Z.

29:22 Although that's where a lot of these ideas Perculate from but The like the self improvement and dating and all these little boxes that this generation's trying to check. are hyper relevant to smell. Like like that's a thing in their world. Like how do you smell around the girl you're trying to to talk to?

29:39 Very easy for you. Yeah. What what's the name of your thing? It's like Her Loss. Her loss. Uhhuh. Where did that come from? That's genius. It's actually I went through this whole like Drake era on my personal brand and he has an album called Her Lost. It's like don't don't don't reinvent the wheel. It succeeded. What would be like a killer hook to sell that cologne on the actual So I actually

30:01 Actually one that that worked really well was uh we had female creators do it and they started calling it Like pussy magnet juice, if you gotta leave that. My boyfriend came home in this, or whatever, you know. And um Really high converting stuff. There's a story. So I just did a podcast with this guy, Craig Clemens. Do you know Craig? Mm-hmm. So he monster. He told the story of like OG marketing that's super relevant for this. So I'm gonna retell it'cause it's his episode's gonna come out too, but

30:25 He talks about like One of the greatest headlines he's ever read in marketing. He goes because I have four for you. And the first one he told was he talked about this headline. He goes, Here's the story. This guy's a famous marketer.

30:37 He's one of the best he's known as one of the best marketers on earth. And this Hollywood actor hits him up and he says, My wife wants to launch her own perfume brand. Will you come and help us? With the marketing of it. So he goes, he meets the wife. Wife says I want to do this, he goes, Say no more?

30:51 I'll make this happen. And he goes and he starts studying fragrances and he goes to a mall and you know the guys at the mall who are like, you know Is it they had like a make your own fragrance thing? Like, you know, you have all these oils you can mix your own. He just asked the guy, he goes, What's the number one fragrance that women love? And he goes, Oh.

31:08 Sir. Easy. China Musk. And he goes, China Musk? And he goes, Yes, China Musk. It smells it smells good. So he takes it and this is like You know, he's only a couple of weeks in, but he doesn't go back to the Hollywood wife.

31:19 Uh Hm. sits on it. He's like, I need to make her wait for her to value this. I need to make it. feel more important.

31:26 So after three months he comes back to goes I'd like to meet you. I have something for you. Sure. Hey, what you got? He goes, I've traveled the world

31:33 I've tested, you know, thousands of things. I've studied, I've talked to everybody, and I found it. I found the greatest fragments uh for you. She smells of China Musk. She's like, This is perfect. In the meantime he goes to um A jeweler. And he goes, I need you to make me the fanciest bottle you can come up with for this thing. It's like this, like whatever, diamond shape or whatever.

31:51 And so he comes up with this beautiful bottle. He's got China Musk and then he tells her, We're gonna do a launch. And she goes, Yeah, we could do it at this like small place And he goes. No no no. We need to do it somewhere bigger. Um, how about the the Crown Plaza Hotel? And she's like, That's huge. Like we would need

32:07 Thousand a few thousand people to show up. He goes. That's my job. So she g she bakes the bet, she books the hotel and she's like, You better not embarrass me. So he goes home, he's like, I gotta figure out a way To get thousands of people to come to this. Grand launch.

32:20 And he goes home and he writes this headline. That says Wife of famous Hollywood star. Swears under oath. That

32:29 Her new perfume does not contain illegal Sexual stimulants. And he goes, She is and then the the sub the the sub is he's like Um to prove its safety. And that it is not made of le not not uh not what people are claiming.

32:43 She is doing a live testing. Where she will prove without a shadow of a doubt. Um that this uh that this fragrance works and is safe. Um at the Crown Plaza Hotel on this date. And

32:55 Like ten thousand people show up to this thing. It's like pack He cut he ha hires like armed security guards to walk in with handcuffs to a briefcase. That contains the perfume. So people see them walking in, they're like, Holy shit, what is this thing? That's being presented in this way. And there's this whole story and it ends up becoming this bestseller and he's like that headline, but he's like, you know

33:15 It broke down the elements. He's like Wife of Hollywood Star. Curiosity gap. Which Which Hollywood star? Um swears under oath.

33:23 Right. That's kinda like the conspiracy, the seriousness, the drama, the stakes of the situation. And then doesn't contain sexual stimulants. Like how good is it? People think it's it's it's so good it should be illegal. And you know, evil goods or the stuff you're talking about with like your your cologne. It's like hits those same notes. Now that was back in the

33:40 I don't know, like the seventies or something like that. It was a long time ago, but Same playbook just read on today in twenty twenty five. And then Craig took it and put it in Facebook ads and I'm taking it and put it on TikTok. Vast internet. world of gurus and people that talk about stuff. And

33:58 If a guru Or like talking head in the marketing space doesn't know Craig. They're they're not really like tapped in on a test. Yeah, like actually a simple very like anyone that like I I don't know Craig personally. I don't know if he knows me. But I know that operation is run like Like in Skunkworks. Yeah.

34:16 He has popularized a lot of things. Like actually that framework has been seen on a Facebook ad from him that his name's no you know that he's You don't you don't know him. Yeah. Exactly. He's a madman. Uhhuh. Um, what else could you show me? So give me a couple other stories that you think are are pretty badass that we should know about. The stuff that's working on TikTok. Underbrush gum is another example of Really start up scrappy entrepreneur that's doing

34:39 Millions a month now. who makes this gum himself. And they they built their own Factory. And he's had a crazy rush over the last month. But uh

34:49 Like Brands will go like this and then down. You gotta find the new angles, right? Like this that Trump video I just showed you will work for a month and then it'll go away. Underbrush just hit a huge one this last month playing into TikTok's going away. My small family business is gonna get crushed. And it was the founder doing like some ASMR

35:07 video of like how he's making it. Right. Talking about that. Yeah. And well no and then He just gave that out and then the army picked it up and all put their own play on it. Gotcha. So it was the same angle over and over again with different voices and some claiming it's their business. But that that did millions for him over the last like thirty days. Can I put you on the spot? Yeah. Let's do a little magic trick. So

35:30 Let's brainstorm live. Yeah. A hundred million dollar TikTok brand. Yep. So where do we start? I'm I'll be your your wingman. I'll be your brainstorming partner. Let's go right into Gen Z and this younger generation that there's so much change. Like if you we've talked about looks maxing, right?

35:45 Explain what that is. So Looks Maxine. It's uh It's interest interesting, to say the least. But there's this subset of like young men that are hyper focused on looks, almost to the point of like

35:57 it being super feminine, but like they're optimizing it. Yeah, exactly. And it's like their their again, their heart's in a good place. Most things can be boiled down to basic human desires of like they want to reproduce. But but how they're going about it is all of a sudden like Have you seen those funny videos on morning routines now? It's almost like Patrick Bateman esque, but it's just like so elaborate. Trim each that that's

36:21 So that but there's a market there. There's not enough products there. Like the um So it's kinda like a community. You know, it sounds silly, right when you say it. Sound superficial, but you know. How different is that than you know, maybe the bodybuilding move in the early days. Where's like these guys who take it really seriously and they're counting the reps and the sets and they're figuring out

36:38 You know, um, what type of training is gonna lead to like You know, this muscle right back here, the lower head of the tricep. And it's to anyone else it sounds like overkill, but they got into it. They got passionate about it and they wanted to like What if we took this to the N degree? Brian Johnson doing that with long longevity right now.

36:54 Yeah, it sounds crazy. It's easy to make fun of him, but he's he's like, I'm gonna take it to the full money. Yep. And there's people who like rally behind that and they think that that's cool. And you're saying, look, Max thing, is this? early wave where people are doing that. They're they're taking guys taking their looks. As seriously as women take their looks. Yep. 'Cause we all know women have this huge, you know, like tutorials on eyelash extensions and every little you know nook and cranny.

37:17 Now you're saying guys are doing it's like it's happening exactly for guys. Okay and there's no it's an underserved market. You've seen products like there's a product called Jar size. Have you seen that? Oh, jar size like your jaw your jawline. Yeah, exactly. That's like the one of the core foundations of looks maxing. And so that product blew up. Right. It's like a jaw exercising. You just you just bite it each day. Does it work? Does it not? I don't know. But then the kids are Right, right. And so you're just studying culture, it seems like. Here's watching. Hm.

37:45 And I wanna point out one thing which is I had a really early friend in Silicon Valley teach me this. I never forgot it. He was The first product manager at Twitter.

37:55 And if you remember Twitter at the time was really Like made fun of when it came out.'Cause it was You would text a phone number. There's no app. You just text a phone number. Whatever you wanted. And anybody who was subscribed to your phone number would get a message that says like Sean's eating

38:09 Just a it was just a I'm eating a ham sandwich. And so it got made fun of. If you go look up old tech crunch articles, people make fun of it. It's this like frivolous, stupid thing. But it's not. But it w turns out, you know, now it's like The beacon of free speech. Like that's what happens in the world, right? And so at the time, I go, Why'd you take the job at Twitter? Did it's you know like

38:27 But did it seem like the next big thing? He goes, No, but he goes I had figured out that any time there's a phenomenon of behavior that you see as weird You don't even understand why they're doing it, but they are in deni undeniably they are doing it. You should lean in as an investor or a like a like an entrepreneur. That's your signal to lean in, whereas most people use that same signal and they

38:46 They point, they laugh, or they push away. Yep. And it gets it gets Harder the older you get. But I but staying tapped in on that and and not being oblivious to like The change in the future. 'Cause that was my dad with Instagram.

38:59 Like what a stupid platform, people posting pictures and And now everyone knows you have to have a an Instagram. And so that's happening again and Yeah, I think it's great advice. Like uh we were hanging out with Mr Beast last week and he has us

39:12 You're crazy until you're successful, then you're a genius. Yep. And he goes, I've been doing the same thing the whole time. Yeah, I w used to m sit in my bedroom and make ridiculous videos. At the time I had no money. So his ridiculous videos back then were Me counting to one hundred thousand. And it's like a nineteen hour video or something. Or him taking a plastic knife and cutting through a plastic table.

39:32 Uh with just like a knife. It was just a stunt. Now It's like Taking a bulldozer and cutting through the Eiffel Tower, right? Like he just scaled it up.

39:41 But he's like at that time I was seen as stupid and crazy and why are you wasting all your time on this YouTube thing? Go to school, get a degree, get a good job. And now And this. You know, I used to be weird. Now they call me passionate. I used to be, you know I used to be kind of like, you know

39:56 Uh crazy. Now I'm obsessed. And he's like It's like I didn't change the whole time. And so Kind of what you're saying is You see the culture doing something. That seems novel, seems new.

40:08 instinct as somebody who's a little bit older is That's stupid. That's stupid. And now you're like Get curious instead. B B my advice is be an observer, not a consumer on all these platforms. And so observe what's actually happening. Like hold your opinion to yourself, just be super matter of fact and observe.

40:25 Because if if Looks maxim views are going up month over month. That just is. I don't really care what your opinion on it is. Like that just is. That's that's that's fact, right? And work backwards from that. But so so looks massing.

40:39 I mean with that. All of a sudden it's literally This is how broad it becomes. Just like when pet supplements became a thing on Amazon. If a category

40:47 It becomes a Potential billions overnight with nothing in it. And so men like who makes men's skincare products well? Like two or three brands that aren't even Focused on it. And so

40:58 I mean right there you can build uh anything. So you would be like look maxing trend. Go and then you would brainstorm maybe like skin care with gum, like jawline stuff. Yeah. I I like to look at uh exploding topics. And I like to still look at A Amazon data. Like there's a different tools you can use and and you'll see searches for those and do get afraid oh somebody's already doing this or whatever. No, it's like more validation of the idea.

41:21 And then you're gonna try to out hor uh you know, out horsepower them on the marketing. And then you come up with the hooks. So like what would be like an example of a hook for let's say let's just go Looks maxing. Now what's what's an example of the product? It would be like a A gum or like a jaw thing, or you think skin care? Which one would you go into? Let's just say a gum.

41:38 Because what? Consumable novel repeat buys. Probably relatively straightforward to do. Okay. And now you have a gum. Great. We got our product. You wanna name? As part of our uh improv here.

41:49 Mm. Chat GPT. Yeah. What would you prompt? Because you use AI for a lot of time. I I actually do. And that's Yeah, let's do it. Let's go on Chat GPT. Yeah. Uh it's actually gotten so So good. Do you think the jaw angle is the trick with the gum, or would it be breath or would it what do you think of it? It would be it would be jaw. You'd you

42:09 call them feminine in some capacity for not having a The strongest. I like how your brain went there. Like I have this phrase that I say, which is the only positioning is counter positioning. Yeah. Like a lot of people just want to say their position. Oh, we're healthy. We're good for you. We don't And it's like everybody is saying those same things. So you gotta be counter, you gotta have something you're is the enemy Or you gotta call, you know, diagnose a problem and then sell the solution. So the only positioning is counter positioning. So what you're saying is

42:35 If you're not working on your jaw, you probably have a feminine jaw. Exactly. And if you can live with that, if you can sleep at night with that. Okay. Yeah. Okay. So I started by asking Chad GBT, like do you understand looks maxing? Yes, it's about small natural tweaks. The goal is to maximize aesthetic appeal. Emphasis on facial harmetry. Symmetry and overall attractiveness.

42:55 Um I'm creating A product. Or a jawline. Draw line enhancement.

43:03 Gum. S Every day. Yeah, I like I like dual meanings and stuff too. I love when names have like You know, like I like double entendres, I like I like stuff like that. That's where I would probably go with this, I would say Uh that we'd consume every day. I'm looking

43:19 Or a clever Powerful name. That has Yeah. Dual meaning. Chisel.

43:25 So chisels a a nice I feel like that's a nice name. Is that what it gave you? Yeah, Chisel's the first one. Uh masticate. This chewing but also sounds intense and Chad Chew. These are all great names. Chisel's good. Yeah, Chisel's my favorite so.

43:39 Alright, so we got chiseled gum. Yep. And now you gotta come up with how we're gonna market this. So you're gonna go to your creator army. Do you tell them what you wanna do, you just let them go wild? And this has been part of respecting the future, but understanding that I'm not The person in that anymore. Let him go.

43:56 Yeah, exactly. And so let's pretend we're those creators. We're not. So we're like we're gonna be, you know, white belts at this whereas there's there's black belts. But like I see videos trending on TikTok all the time about transformation. So it's like weight loss, whatever. And so you could almost make it where you're not talking about a gum, obviously. It's like You know, somebody being like my you know, they use the trending music that people are using. They would take a fidget influencer and they would put'em up there and they would like highlight the different things on the facial symmetry and this and that.

44:22 And then like look at his jawline. Right. Why this w you're saying why this person is attractive. Mm-hmm. The human mind is attracted to symmetry, the golden ratio, stuff like that. You would use you would use like Oh, I'm kinda teaching you a science. About why

44:36 Or or you could even do like Why guys don't think this guy's attractive, but girls do. Yep. And you're like, Oh, okay, what's the difference there? Or you could do a transformation and be like, I did five things. I took creatine. I did this.

44:48 Yep. The the third thing is I started chewing this gum daily. Honestly, um I I didn't believe it. But look at this. Boom boom. And then you're like, it's available on Amazon. Back to my story about like, you know, my transformation. If you have a video like that. Yep. That was one of the first ones that blew up on evil goods was was literally that this girl had like hormonal acne. And it was like the th it was the three things that helped with that. And she showed a before picture and after.

45:12 And that was part of it. And it just went Nuclear. All right. So we got our our our our hooks there. Um We got our brand. Chisel. So what was the other one you said you were like? Basically we can fund a a startup right now. We can

45:24 Find an operator. It's a request for operator. Yes. Luxury Pat. is screaming at me. Like Louis Vuitton is doing full pop ups of five hundred dollar dog bowls. And it just shows again, it's like luxury is such an interesting world, right?'Cause it's just like

45:40 signaling and status and what are people willing to pay. There's no luxury pet brands yet. Did you hit it again? Where my initial reaction is, Oh my God, that's so stupid. What a waste. How I can't believe people are doing this. But you're saying People are doing this.

45:52 Period. That's the important part of the ton validated. This is stupid. It's the the second part of the sentence. People are doing this. That's a fact. Yeah. You can't deny that. Well, I've just seen so I had this idea. Probably like eighteen months ago when I was just hearing

46:07 what people spend on their pets. Like it's actually insane from a Like even the pet supplements, you know, it's like they're paying more for pet supplements than human supplements. And so I'm like, okay, there's something here. I wonder if you could ever do anything. Luxury And then Louis Vuitton rolls out. Literally like

46:22 You know, it's like lovers, like pet pet lovers. And they're doing five hundred dollar dog bowls and You know, three hundred dollar Yeah, high end. Leather collars. I'm just like oh

46:33 Validated. Right. And how many do you have to sell in that area too to to have a successful business, you know? Yeah, yeah, yeah. Would you so my initial Hesitation would have been Can you build luxury on TikTok? Like isn't TikTok kinda like You know, it's more like a Walmart than it is like a luxury, but maybe I'm wrong. Maybe it's just there's a billion people on it and So you can't generalize like that. That and that that's what I love. That's why I said let's not do a disservice to the app and the and the

46:58 platform they build. That's why I do on Amazon. With Genius. Genius is a is a very high end supplement brand. Like we were selling Um Yeah, I mean we had we had a hundred thirty dollar product. That was by all intents and purposes like

47:10 Luxury. And like, oh that would never work on Amazon. It's the discount site. And and TikTok has a lot of those components in it now too. But again, you tie back to a billion people. And you tie back to I mean, my cologne's ninety dollars.

47:22 So it's that that's not that's not cheap, right? It's not a thirty dollar cologne. Thirty dollar clones outsell us. But I only need to sell one of those for every three. And um and it's done well. So I I th I think it's It's there.

47:34 And how would you if you did this luxury thing, like what what would you do to make it To build the brand'cause I think you study High fashion, you study Like kind of the the cool stuff in culture.

47:44 What would you do if you were translating that to the TikTok world? What would you do for for Luxury pet brand. Do you know Renee Girard? Like Peter Thiels. Yeah, like mimetic theory. I love that. Explain the simple.

47:57 explanation of that. I mean people don't know what they want, so they want what others want. And so from our perspective as brand owners, influencing influencers And finding You know, those names. I think the most straightforward way To run this one is is Find one of these streamers or

48:14 You know If I could get a clip of Drake using my cologne. And then give it to the creator army. We would do millions of dollars. And I think you can do that in pet where I don't know if Kim Kardashian has a freaking poodle or whatever. Sure she does. But she anyway, but not even that you don't even need that big of name. Just someone in that

48:32 space and then you feed it to the army, and I think that's the most straightforward thing. And I think it would go overnight. Yeah, I almost wonder if you could even just Use the outrage. Um so like of the cost of it. Of the cost of it. I can't believe people are doing this. This is the craziest thing I've seen. Celebrities

48:49 Are doing this, it it makes me sick, whatever. And some people in the c like it'll get to so many people and most of the comments will be negative about the idea, but it's just gonna get so much reach that some people are gonna either just plant the seed that this exists. Yeah. That I'm not doing it. That other people are doing it. That hey, maybe I would do that. I do love my pet. Yeah, or even like you could even play into Louis Vuitton doing it. Like with the you know, there's like the that I think there's a lot of different ways to approach it.

49:14 And I just like those areas. Where there's there's that much margin to play. There's just more and And again, it ties back to the human nature. We we exist in a culture In a world.

49:24 We've created so much abundance. Like bottom line. Like like we we could afford things like universal basic income. And we're automating the hell out of everything. And Anything and everything is is freaking possible.

49:35 And so with that in mind There's really no shortage. Like you see some of the services that exist for billionaires. Like it is just the most absurd hyper but it exists. And the people providing those do well. It's not like a hormosy thing, he says I wanna sell to people with more money or or whatever. Yeah. Something like that.

49:53 Genius insight. Sell to the people with money. But there is a there is a like a actual like business framework here, which is if you take What the rich have. But you find a way to democratize it, you can build a huge business. So Uber is a classic example of this. Rich people had private drivers. Where You know, when they're done with the when they're done with the meeting, they send a text. Done, driver pulls up, they get in, they get out.

50:14 They don't have to go worry about parking and gas. Some there's a guy who does that. Uber democratized that private driver experience. And it literally that was their homepage was A private driver for everyone. Um and so like that became that was the start of Uber, black cars.

50:27 Um, you know, even Airbnbs. What is an Airbnb? It's having a vacation home. Yeah. It's being able to go and stay in a home. in you know, Tahoe or in all these different places. Airbnb became a thing that rich people have, vacation homes in different cities, but not everybody gets access to that. In a in a in a different way. Marquee jets was private private flight. So instead of buying a private jet, you know, fifty million, a hundred million dollars.

50:49 You would instead Uh buy a fractional share and get to ride certain hours and There was a huge market of people that wanted to do that. Even JSX now probably to some extent. Like We have rich people who will hire a mandarin tutor for their for their kid.

51:09 But then if you have an app that can teach your kid, you know, a a foreign language In a w in a way, it's doing the same thing. And so I think that's um That is just generally a business model. What what are the mistakes people make? So like if somebody was to go into this, what are the common

51:24 Super top of the funnel here. How they treat those affiliates. It's very culture based. It's I've seen brands There's so much money being made right now.

51:36 Brand owners need to be super generous because You know, a market's a market. And right now people are paying you talked about the goalie challenge. Yeah, explain this because that was in an old episode. Explain what they were doing. This brand comes in and and in an effort to get as many creators as possible put together all these prizes. With like the number one, if you did a million dollars in sales for them in a month, I believe they'd give you a condo and brickle.

51:58 Or the cash equivalent, which is like six hundred grand. Or something like that. Like Lamborghini was the next one. It was like this like rewards to your list. Rolexes left and right. And you're selling goalie gummies. Like they just make these like apple cider vinegar gummies, basically. Which also was a health kind of like a holistic health wellness thing. Apple cider vinegar has benefits in your gut and whatever. Maybe. Maybe yeah. That well that at the time was the the narrative. Creator said so. Yeah, this this twenty two year old who's trying trying to win a condo and told me that that's how this wor the world works. Oh man. Do you believe any advertising at this point? No Once you've seen how the sausage is made, you're like there's a reason I hate supplements too. I'm not launching new supplements.

52:38 I mean there there's some good stuff out there, but overall when you really peel back all the Like it really like a a decent amount of health. Advice online nowadays is coming from eighteen year olds making conspiracy videos. That's pretty wild.

52:55 A brand like Goalie comes in though and they they set the stage for how creators are being treated. And obviously they have a lot of money and they're they're trying to mess the game up for everyone else, right? They can afford that, maybe lose some money. But then if you're this startup brand owner and you're coming in and you're No man, I don't wanna give you twenty five percent commission. I'm gonna give you twenty.

53:12 And and and that that can be super off putting. And so in this current era I would say and even the culture from like like the group we own part of. It's like abundance. It's like Put it out there, it's gonna come back. And I think

53:26 as an owner of a brand, like Bringing that not You know? accepting that we are a different generation and not Right.

53:34 infringing on them. I I think that's the best thing you can do. Right. I what give me your like Just s summarize. If I if I tuned out and I just need to hear one thing to summarize What's your thoughts are on this kind of tick tock opportunity. Give me the summary and then I wanna ask you about some other stuff.

53:48 Millions are being printed on TikTok shop. Like what are you doing? Just starting brands and and trying to get as many I'm trying to perfect short form content. and short form content distribution. A period from a from a brand. Why do you believe so much in short form content?'Cause it's It's it's changing the world in front of our eyes.

54:07 Like it it's from personalities we know to songs we know. Like it's so r like music even. We're hearing songs that are Blowing up from this world. And and that's just it's the future.

54:21 Do we have this friend Connor Price? Have you seen what he does on TikTok? Well who's he again? He's a his rapper, white guy rapper. Yes, yes, yes, yes, yes, yes, yes. He used to work in Ramon's warehouse like moving boxes. No shit. And he Was like and then during Covid. Warehouse shuts down.

54:37 He goes home, his wife's like, You should put your music out there. Let's do something. We're just sitting at home. Um, and he was really shy about it. And she's like, You gotta start making content. He puts out a YouTube video and it gets like, you know Eleven views like most YouTube videos do. And then she had this genius. She's like she's the real mastermind behind it because she was like

54:55 Let's make a TikTok. He was like he had the same reaction. TikTok, that's stupid. That's that's not serious. Like I'm I'm an artist. I'm a musician. I'm not just one of these kids dancing. Yeah. And what he did was he started making these videos. We'll put one on the the screen here so people can watch it, but He created a little skit. So his instead of just saying what I would have done like a

55:14 Boomer. Yeah, I would have been like Hey guys, I got a new song here. Or I would just make a video of like playing the song. Yeah. And guess what happens when you hear when you're scrolling through TikTok, you're swiping every three seconds. And a song starts to play that you've never heard before, you just keep swiping. Like it doesn't grab you. right away. Yeah. So instead he started doing these funny skits where he would

55:33 He was three characters, almost like an Eddie Murphy movie. He would open the door like every skips are opening the door. And there's uh that's the rapper coming into the studio. He's got the guy with the headphones on. That's him him as the producer. And then you have the weird brother. And the Weird Brother's kind of the key to make the whole thing work. So he would walk in and he'd be like

55:51 Yo, you ready for a session? Well, what's he doing? And just immediately you want to know, Well, what's he doing? Why is he surprised? And the weird brother is doing like he has one where he's taking a carrot and he's drilling holes in a carrot. And you're like And it's like the sound of a drill. It's the carrots visually weird.

56:06 And they're both like He's being weird again. And then He's like let's get down to work. Um you wanna play that song? And then the Then you hear this flute playing and they both look at the brother and he's playing the carrot flute, but it's the beat

56:18 of the song. Like it just they he overlaid it that way as if that was the beat. And the producer's like Go with it, go with it. And then he starts rapping, and then then the song hits, and the song is almost the punchline of the skit. Yep. And dude, he became like Independently, no record label, billion streams on Spotify.

56:36 N doing no marketing on Spotify, only on TikTok. Of that. If I wanna summarise all of this, is it It almost seems dark for a second, but like one of my favorite You know, quotes is

56:47 You know, if you tell a lie enough times it becomes truth. And that was obviously war propaganda back in the day, but you take that idea And then you just think purely in terms of views and More specifically, cost of acquisition of views.

57:01 So you have like a um You know, when if you're a a tobacco company Whenever and you're getting doctors to promote it, like you have the money to get the views and the net and and control the narrative. Right. And the more you can do that. Like it's usually a pay to play game.

57:15 Except in these windows. When all of a sudden an Andrew Tate bursts on the scene. Does it matter what he's saying is real or not, he's getting seen a billion Times a month. And so all of a sudden that become there's some narrative there being formed that he has

57:28 Seriously Impact on. And these gold rush windows or when there's the ability for normal people Without

57:35 you know, multinational level marketing budget. To form a mainstream narrative or get a billion views on A Spotify. And

57:45 You know, become something. Because of these windows. We couldn't have done that. He couldn't have done that without TikTok. Like you just the old Instagram you wouldn't have gone viral on there's no means of connecting. Yeah, it's this amazing circle, like Twelve years ago.

57:56 Instagram comes out. And imagine if you were like What are you doing all day to day? It's like Oh I'm filming myself. I'm making I'm cooking at home and taking pictures of it or making videos of it. Do get a job. So you go from

58:11 Weirdo wasting his time. But you were early on the platform. To now Let's say you wanted to go become a food creator. Like dude, it's too saturated, man. It's impossible to win.

58:23 Like but now everybody's accepted that influencers are a thing and that they have they they can they can move product, they can they they can become rich, they can become famous doing this. And what you're saying is kind of like on TikTok. It's the same model. But instead of You becoming a famous creator, it's your product can become famous.

58:41 By putting it into the hands of talented people who are gonna make all kinds of videos, taking literally like a thousand shots on gold a month. And if they get the right story or the right premise and they keep innovating on that, your product gets famous that way. Yep. Whereas, dude, you weren't gonna be able to walk into Walmart or Target and get on the shelf. Yep. You're not even gonna be able to really go onto Amazon and just rank number one in these categories because it's so competitive. You're not gonna become a uh influential influential creator on Instagram, it's harder. This is where the greenfield is. M my my dad called me an idiot when I was pouring into Amazon. Like actually. Like you know, like like

59:12 question my sanity. As like a as a human. Right? Like it was like a crazy experience. Now in hindsight it's like God, thank God. Thirty million dollars later. Yeah, thank God I didn't listen to my parents, you know, and and It's just it's just we that's why I admire guys. Elon's a good example. I think when you look through things, look at things from like a very ground up. perspective and don't

59:31 Take the common There's so much arbitrage everywhere. Because humans are narrative machines and we live off that. So it's like Common knowledge becomes Whatever and and yet

59:40 Technology is Reshaping everything. Yeah, that's why I just want to keep leaning into that and being I think more people That aren't afraid to just Send it.

59:49 with like that in mind in some capacity. the more it gives others the confidence to to stand up on their own right and and do their own thing, you know? Right. I like that you said send it. You have this Phrase I like. So we talk about looks maxing. You have said this phrase before, life maxing. Yeah.

1:00:06 And I kinda like the philosophy, but I don't really fully know it. 'Cause you know we only hung out in group settings a bunch of times. What is the life maxing philosophy? You think more people should be Kind of taken as a mantra?

1:00:18 Yeah, I I think I think so. I think there's a lot of Existencial Dread. In today's world. And there's also

1:00:26 A lot of us trying to Even amongst successful people, you mean. Especially among successful people. Especially among successful people. And it manifests in all s all sorts of weird ways, you know? Look at Brian Johnson. Um I'm kidding. Crazy take.

1:00:42 But love you, Brian. No, he's awesome. He really is. He really is. And I th I think he's a good example of someone that that's all in on Life maxing,'cause everyone my thing is we have this. He took it literally. He did. Yeah. Lifespan Maxing. Lifespan Maxing. But we have This blank.

1:00:59 You know Uh scorecard. Right, and and We have this Finite time.

1:01:05 Here on the earth. And I think the more you can fill it up with things that you thoroughly enjoy and then kind of like Maxing out those stats, so to speak. We're capable of so much.

1:01:15 And instead we fall into this like Oh, I'm only gonna chase money or oh I'm only gonna do this where Living a well rounded life What's the difference between just being well rounded and life maxing. Are they the same thing with just a cool name or is there a difference?

1:01:30 Pro I I don't see many people. It ties back to that full sending it thing. I don't see many people that are really like Yeah, um Living for this. Like um what was your your shower thoughts this morning? And my s my shower thought was

1:01:43 I realize that the the The optimal way in in terms of uh How the optimal mindset for me is To be Ignorant of the past.

1:01:52 Realistic about the present and delusional about the future. Yeah. Too many people. Or living in their past or they vacation there all the time. They just keep going to visit. And they tell themselves it's for all kinds of reasons. Maybe it's therapies, tell them to go think about their childhood. Maybe it's they're saying, I'm gonna go learn lessons.

1:02:09 Reality is the more you live in your past, the less happy you are. Yeah. Um You want to be delusional about the future. Why not? Why be realistic about the future? 'Cause you can be

1:02:19 Only when you're a little bit delusional about the future. Do you actually like Kinda blow your own mind. You get to you get to do more than what you thought was reasonable. But then you gotta be realistic about the present. If you're just delusional about the present, you're like, no, I am the best dad, but you're not. Then you go nowhere, right? Oh, I'm already

1:02:35 Uber duber successful. Yeah, bro. Y your bank account's you know, three digits right now. It's like you gotta Be realistic, but just say like all right. That's where I am. That's not where I'm always gonna be. Forget the past. It don't matter if I failed ten times.

1:02:47 Like most the most successful people, when you talk to them, they're like, Yeah, ten years, you grind it. If you ask them to be like What was that like? What were you doing? It's almost hard for them to even remember. Yeah. And it's not because it was so long ago, it's because there's actually like a A a useful part of your brain that just Blocks it out. Like

1:03:03 It's like my wife, she did like natural delivery of birth like three times. And if I ask her about it, it's like Her body has like a mechanism that's like You never forgot that though, did you? I never forgot. I'm traumatized. I'm like, how could you do this to me? She's like, What are you talking about? I'm with you. I'm fainting, right? And then and she's and she's like forgot about it. She's like only remembers the good. It's like wow, your brain gave you a survival mechanism that was actually really good for you, that you don't remember how bad it was, how hard it was. And I think

1:03:32 Ignorant of the past, realistic about the present. delusional about the future. I think that's a good motto to live by. So I take that. I there's two things. I'm obsessed with this idea of character design and that that's what I'm living real time. I think we have the ability when you zoom out long enough to create literally whatever type of thing you want to be. Like you can you can truly design that. If you have that.

1:03:52 And then you have another idea I'm obsessed with, which is Bezos' eighty year regret minimization framework. Where he wants to like That view of his deathbed, you know, how uh he wants as few regrets as possible. And so when you work through those two avenues

1:04:05 you can quite literally like do anything. So explain the character design.'Cause I've heard the regret minimization, which is basically like If I'm dying, I wanna have the least regrets possible. So therefore today Which just if I have a fork in the road, you know, do the one that will lead to the least regrets when I'm eighty, when I'm ninety, when I'm a hundred percent. Be relatively delusional about the future while being very aware of where you're at today while Pretty much disregarding everything. And so like when I look at like Like this, you know, like I I this is music I've been working on, right?

1:04:35 And I remember going to uh a a show in Puerto, John Summit. And I was like, you know, in the booth right next to the DJ thing and just watching him command that crowd and the energy and like the impact. I was like, you know? If I'm eighty years old and

1:04:51 I didn't at least Try to send it in this space? I'll regret it. And and then I start thinking through the character lens of what does an artist look like? And what is this like things I have in me. So I'm not like completely

1:05:02 disconnected from reality, but now taking all of the, hey, this is a business. Hey, now the product's music. Hey, this is streaming. Hey You know, the marketing and and that's that's where I'm at with it. One of the things that you're reminding me of when you're talking about Let's say the music production are getting people to remember is You were talking about

1:05:20 Whether it's marketing or music or if you have something good to say. You almost owe it to yourself. It's like do you believe in the thing you made? The thing you have to say. Because

1:05:31 People are very bashful about marketing. They're bashful about putting it out there. I know this. I would write things. I wouldn't even send it to my own Friends and family. I wouldn't post on social media. I wouldn't

1:05:41 promote my product. I just kinda wanted it to be organic. And I when I look back at that, I'm like Damn, I did myself a disservice. Like Did I think the thing I did was good or not? If I think it was good, then I owe it to that.

1:05:52 To do marketing. Just to send it. To fully send it. And you know when you uh when you talk about storytelling, music You gotta study the art of how do you get your your stuff out there. It's a phenomenal skill. It it's like a crazy, crazy

1:06:06 Like that's the vehicle. You put the package in the trunk, but you need the vehicle that's gonna actually get it out there to the masses. It's crazy, dude. We're gonna watch this video. This this YouTube video right now. You just said it yourself. What you said in this video will make people millions of dollars if they all they did was just try to act on it. Give it two years, try to act on it. You will become a millionaire if you just follow what you just said.

1:06:28 And if I go look at the YouTube video stats, the retention chart. is gonna look like it's just a downhill slope. Most people are gonna click off within thirty seconds. And then by the end of this, there's only gonna be, you know Twenty five percent of people are still watching this at the end. I mean seventy five percent of people clicked on this'cause they wanted something out of their life and then are not going to even stick with it enough to watch the video. Yep. But that's just

1:06:49 The g laws of nature. And with that in mind, but with that in mind, I think this last chunk of the video where we're talking about these stories and the ability Like The model is becoming less important the more I understand people. And and and tapping into whatever that innate thing in all of us is.

1:07:05 is way more important and I wanna bring that out of more people'cause I've been through like a Kind of stuff in a in a short period of time. And I think the more I can bring that forward, the more general impact there'll be. There there's My other favorite internet clips.

1:07:18 You know that for for the Elon Musk and like what Brad Hancock. Do you have him on or not? Abcock, sorry. minds that are just like obviously Incredible in their own space. But then there's that Elon interview and it's like Elon, you inspire everyone in this room.

1:07:34 Who inspires you? Like Kanye West, of course. You know it's just somebody said, I mean it's it's hilarious. And it's it's it's that's the opposite side of that. Like yeah, okay, Kanye is nuts in every way.

1:07:46 But just that ability and desire to create and stand up for new things and and Like have that. Confidence in yourself, regardless of what people say. is nothing short of

1:07:59 Not only incredible, but necessary. For for people. I love the send it attitude. I mean I wanna make merch with the send it thing. And I also I think you you made me realize There's

1:08:09 Probably the way I used to think about it, which is well rounded. Um, you know, Mike Posener came on the podcast and the famous musician. He wrote like Took a Pill of the Pisa and all those songs. First song went viral. And he tells the story's like first song went viral. I'm like, Of course, that's what I do. You know, like uh I guess that's what I do. I put out a song, I go triple platinum.

1:08:28 And then the second song went double platinum, then single platinum, then no platinum, and then he was on the shelf. The record label was like, it's not even worth paying to produce your music because we don't think it'll sell. But also you can't go do something else, you're under contract. So you're just like, dude, I'm shit out of luck. He like went back to school and started learning how to sing better. He's like, D always work on my craft. And then he came back and now he's had he's like had this resurgence, but he talked about he goes

1:08:50 I had to look at my life. And realize Yes, I was uber duber successful. And My career.

1:08:58 But I was a desert wasteland and relationships and health and whatever. He's like that I realized was just not success for me. And so I was inspired by that and I started thinking, Yeah, you do want it to be well rounded. You want to be the you want to be the dad, the husband. You also want to be having fun. You also want to be, you know, being creative and making cool shit and being successful, making money. But the well rounded thing is more like a check the box. It's like am I doing

1:09:20 You know, a sufficient amount of X, and Z. Right. Whereas life maxing is saying What would it look I look like if I really sent it in terms of my fitness? Like, yeah, I'm gonna work out anyways. But like I know you you do Muay Thai, right? You're like. I'm gonna work out for an hour anyways.

1:09:35 What can I do that makes me like What would be full cent on this workout? Dramatically better. And that that that's the great example. It's like two years ago, I couldn't fight it all. And I've pretty comfortable like in there with with a lot of people. Right. Name John Jones, you know? Um but but just taking things seriously and really putting that notch on your bell. It's like now music or even like learning Spanish is one that I'm like gonna do and I'm gonna take it very seriously. And it's not gonna be I'm half learning Spanish. I'm gonna be fluent.

1:10:01 in you know do you do these one at a time or how do you how do you like how do you not stretch yourself too that's what I'm discovering. It's like like how much and I like that healthy balance of pushing yourself. to we're capable of so much more than we give ourselves credit for. I've already I've already seen that. But there is Some line. And so I don't have a good answer for that, but that's I'm trying to also be an open book and show it all real time.

1:10:23 Like I want you to look back at my fighting clips from two years ago and I I want, you know, the the me like all of it. I I want to be an open story that that is ongoing and constantly iterating. So this year I um Jesse Etzler came on the podcast and gave this idea of a misogee. He's like, Oh, this is Japanese tradition and the way kind of the American translation or the way he translated the Japanese idea. Is

1:10:45 Um one grand challenge a year, but specifically like do something So Grand that it changes you. Yeah.

1:10:53 Then it changes you. So then it's like so he for him, it was like he ran this hundred mile race. Like And he every year he picks a different one. One year was write a book. Uh another year so he's done this for like fifteen years or so. And I was like, damn, I never really do something like that, right? Like I have like New Year's resolutions, things I wanna improve about myself, but I never really like Put out the Masogi, the grand challenge for the year.

1:11:13 And so I made one. I was like, All right, I wanna And I like that it's one because I was like, Oh, I'm gonna do this and this and this. And that all that was gonna do was guarantee none of them happened. Yep. So all right, what's the one for this year? And I was like, I would love to be I was like, I wanna have more fun in my life. I have fun playing basketball. I have fun doing the podcast. I have fun, you know, in business, my kids. Where can I ha where can I dial up fun?

1:11:34 And I was like I wanna Be able to jam out with music. 'Cause music is like its own little like Magic potion.

1:11:41 Music makes you feel good in 13 seconds. I can play a song and change your mood in 13 seconds. There's not much I can say to you that's gonna do that. Like to change your mood for the better. Um, and so I was like, All right, I wanna be able to jam out on a on a piano. But then I was like, all right, what's the life maxing version of this? So I was like, All right.

1:11:57 Not only am I gonna learn to Not only just gonna learn piano, like I'm gonna get good. I'm gonna be able to jam out to any song I want onto piano. That's gonna be my mission. Two. What if I could also teach my daughter she's five? I was like, What if she could do it with me? Now I'm

1:12:10 Getting dad points while I'm getting piano points at the same time. Like, oh it's integration. I'm not choosing family or my piano hobby. It's both. So she comes with me to every single lesson. She begs me to do piano now every night. I'm like, Okay, that's cool. Then I was like, all right, what would be like

1:12:25 The max out the full send version of this. If I really was to send it, what would I do? And at first I was like, Well would I make a song? Would I perform at a theater? And I felt like That's kinda playing somebody else's game. So I think a key part is like Pick.

1:12:38 What's real for you. Uh don't just like take somebody else's scorecard and be like, that's now how I'm gonna b judge myself. So I had this idea from my cousin of Um go play a go play a a recital at an old folks home.

1:12:51 Okay. I was like, Oh, that'd be just like more fun. Like that would just be more fun for me, more meaningful for me versus like post it online and get a bunch of views or Performing in front of other people. Dude, go to this place where I've been to a bunch of like senior centers. Uh Not a lot is happening there. Like I could go be their Kanye because there's nobody else there. Yeah. And for me, that would be meanful. Like I made other people's day brighter if I did that. Um so I was like

1:13:13 To me that was a real Learning lesson of like How to choose these side quests. How to choose these m misogis, these these one year challenges in a way that I'm gonna use now going forward. Absolutely.

1:13:24 No, I think you hit the nail on the head with being hyper individualized. Like my my life maxing scorecard is not is not yours and it shouldn't be. We're all drawn to different things and and I think keeping it individual is important while keeping that Like my main framework is like don't let anyone else

1:13:41 Dictate it for you. Tell you what you can't be or can't do. Right. What's your what's yours? Like what do you What does that scorecard look like for you? Uh I'm like

1:13:50 Mua Thai starting to take like a a back runner thing. I'm putting You know, being a dad at the the top of that, which has been So that that's like reshuffling everything. Cause I'm learning what it means to be Present.

1:14:01 As an individual. And that means like, you know, way less phone, which inherently means. Like it starts to crumble some of the other pieces. But the beautiful part of this is when you put your priorities in in place, things start to handle themselves. Like then all of a sudden I'm you start thinking smarter just naturally. Like, okay, like that still has to get done. So

1:14:17 I have to trust You know, my team for that and this and that. And so that that's at the top of it. Um The the the music is the second second piece and then still the other Uh

1:14:28 Yeah, it's like I'm I'm taking Content is one of these things now. Like Just from uh storytelling I'm gonna do on YouTube I think is gonna Is gonna

1:14:38 Well t let's talk about content real quick. When I first met you Um you're a mutual friend. You showed up and you had this like again, you always have a different like crazy outfit on. And somebody was like, Oh, you gotta check out his Instagram. And I go and I was like, Bro, like I was having a great conversation with you and then I went to your Instagram. I was like

1:14:57 I would never talk to this guy. Your brand name was like The genius CEO. Every video was like ban Bill Zarian. Mates. Like

1:15:06 Instagram uh means like uh dropshipper. It was like it was like oh man, this guy's selling courses and every video was like over the top. He's talking about how you can make millions instantly. It was a get rich quick vibes. But I met you, I was like, dude, you You yeah, and you and you were like I'm like you're like it's an experiment. Like I'm being Intention I'm intentionally. Turning that knob up that way,'cause I wanna see what happens and you were into that at the time. I think now you're you're making a ship, but like

1:15:31 Can you just describe what you what you did there?'Cause I almost Once I met you and I was like, Oh, that's He created a character. So my my that that's actually respectable in a way. I I I'm huge, like one of my core things is obviously intense ownership of like oneself. And one of my problems after I sold that business with Genius, I had my first daughter

1:15:50 I was really frustrated with the world. Like I just was. And it and it started to become like a cope and like a You know, other people have weird ways of ducking ownership and responsibility and like disconnecting from their own unhappiness. And I remember just thinking like I don't like where the world's headed.

1:16:06 And so I could sit there and keep crying about it, or I could try to have some influence or some dent on it. And that's what kinda drew me to intentional social media. I tried to do like this cool health content like Yeah, I I was doing

1:16:20 Not not full Brian Johnson, but like Dave Asprey level stuff like seven, eight years ago. Like hyperbaric chamber, red light. And like literally nobody cared. Nobody cared. And now in hindsight it was The Nice Guy was finishing last. Yeah, and in hindsight it was I didn't know how to make the content. Yeah. Right. But I saw this like clear formula of Oh my God, if I post a car

1:16:41 I am actually rich. I still have a business and if you post a car or a watch or whatever, people Respond. And so as that started to work, I started doubling down on those Those things.

1:16:53 And um It wasn't until like like you kinda gotta play the game to change the game a little bit. It was is was my opinion. And um That's when you met me. Kind of in that wave where Like

1:17:06 Pseudo relevant, even if maybe not in the right right lens. But until you have learned those skills and learned to kinda you know, develop a platform then then literally nobody cares. Like nice guy does finish last and so

1:17:18 I guess that's just been my personal evolution. Like it's been fun.'Cause I I got I'll be the first to say I got way too far in that stuff. Like I got lost in it. Like that actually does happen. Ben, you're Your partner, um flagged for me like seven or eight months ago in a really casual Ben way, but like Ben's non confrontational. What did he say to you? It was just something along the lines of like, Well, if you if you do that stuff enough, don't you start to kind of believe it or or become it.

1:17:41 And and that stuck with me. And I I don't think he knows that stuck with me. I don't even know if he remembers he said that. But there were a lot of little things like that that prompted me to go. It's method acting. Yeah, you lose yourself in the s you get lost in the sauce. And actually that happened to me. And and Unfortunately, like a lot of the things I was leaning into do make you like cool or whatever. So now there's this This audience that looks up to you in a very specific light. So you have two choices. You keep down the same path.

1:18:08 Or you say, Whoops, you know, like this is what I actually am. And so I feel like I've separated a lot of the negative parts. Well stuck like I love fashion. I love design. Like I I genuinely do. I think it's individualism. I think there's like You know, um Can we do the fashion? Uh okay, so so here's me. I have Nike shoes it should have been just new balance to go full dad mode.

1:18:28 I'm wearing sweatpants and a plain black shirt. Those Kobe's though? Th no, these are not copies. These are ninety dollar Nike's I just like this color of green. So let's go head to toe. Teach me what you what you got on. This is and I love it. I got matching socks today. That's only because I knew I had to step my game up for you. Normally it'd be mismatched socks.

1:18:46 It'd be more sweat jeans, these are Lulus at least. And then like this m this might be my daughter's, but I was like, Oh, hold on, he's gonna have hella accessories. Let me come strong with the accessories and usually. So let's start with the wrist. How much do you think this is? You start with the wrist. Is that like part of the fashion. I don't want to talk about Louis Vuitton, so Uh that looks It looks fancy to me. All right, my honest guess would have been that that's a twenty thousand dollar watch. This is a a vintage Oakley From like the

1:19:11 nineties and it was like thirty five hundred dollars. Okay. So so I I don't believe that like expense and cost. Like I have some expensive stuff, but I think like it's way cooler to put together like unique kind of stuff. This shirt is uh this this gentleman. I the brand's ERL. I can't pronounce his name, but he's like the head photographer for Vogue. And like he did all of Kendrick Lamar's stuff. Again, not super expensive, but like very

1:19:34 On the come up. The jeans were from Kanye is Like this probably like it's not cheap, but probably Three three hundred bucks or something, but not

1:19:43 Mind blowing. Um Kanye is free Larry Hoover. Hundred fifty bucks, like ten bucks, not expensive.

1:19:52 Louis Vuitton boots, which were expensive. They're twenty five hundred dollars. I love what Pharrell is one of my business. Idols. I think there's a huge Gap between Um like artistry, culture, and actual business.

1:20:05 Fra has that quote. It's Uh Creativity without business is victimization. And business without creativity is just dumb. And I think he stepping into the head of Lou Vuitton, like a brand I would typically never wear or care about.

1:20:19 is the perfect example of Those two things merging, creativity with Meaningful enterprise. Bernardo knows. Top three richest. People because of that.

1:20:29 I got a little bit clear. I don't think I could pull it off. But maybe I don't know. You gotta give me like the uh the dad baby steps version of things. I'm gonna start just I'm gonna start at the wrist. Take a s take a simple.

1:20:44 And then we'll go from there. Actually I should just show up for um We should have done a thing where it's like I don't know if you've seen Rick Glassman, he does these interviews where he does a podcast. But he'll go. And then it'll cut. And they'll switch outfits. It's so funny when they do shit like that. But we'll just pretend I did that. That's awesome.

1:21:00 Uh Rob, thanks for coming on, man. You uh Every Should Find You Rob the Bank, which is one of the greatest Handles of all time. Thank you for that. Well, you were already saying it. I didn't come up with it, but I was like, dude, that should be your handle. That should be your brand. What is this? The genius CEO. No, no, no. You should be Rob the bank. And and just wait, full disclaimer before we you know, my last company was the Genius brand. So I didn't just you know, it just looked bad. It looked bad. But No, thank you for having me. Seriously. Like this means the world. No, I really appreciate it.

1:21:28 Thanks for doing it. be what I want to I put my law in it like my days off On the roadless travel never looking back

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