The Flow: Episode 121 -Stop Chasing Trends: How to Create Timeless Content That Still Grows | The Flow

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<v Doc>Aloha Flowriders and welcome to the flow. It is me, Doc Rock.

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<v Doc>This week, Katie is out because she is traveling. And today we're going to talk

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<v Doc>about this really important subject matter.

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<v Doc>And we're going to be talking about trends and how trend jacking can kind of backfire.

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<v Doc>It's almost more important that you do something that's timeless because timeless,

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<v Doc>aka evergreen content, It just kind of lasts forever.

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<v Doc>So, yeah, it is one of those things where it could be a little bit.

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<v Doc>I wouldn't say it's dangerous, but you got to be careful of sort of what happens. Right.

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<v Doc>So you'll hear oftentimes that when you're in a pinch, you know,

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<v Doc>go out and do something sort of thematic or do something trendy.

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<v Doc>And while it can work, I won't say that it doesn't work.

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<v Doc>It's probably not good a lot of times

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<v Doc>what happened is you'll get a bump because of

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<v Doc>that trend and then you might attract brand

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<v Doc>new people because of some trend but they don't stay with you they don't stick

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<v Doc>around so what we want to do is kind of get you hi Caleb what we want to do

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<v Doc>It kind of gets you started on creating something that's timeless.

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<v Doc>And while you can add a little bit of theme to it, you got to sort of find a

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<v Doc>way to remind folks that, you know, it's just a theme.

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<v Doc>Like, okay, I wouldn't call doing a Christmas season or a holiday season or

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<v Doc>something like that a trend because those come back. You know,

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<v Doc>those are considered timeless.

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<v Doc>I'm trying to think of a really popular trend right now.

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<v Doc>One that I thought was kind of huge back in the day, but it's not a big deal.

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<v Doc>Is every once in a while, there's these weird quote unquote diet fats.

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<v Doc>So this really helps in like the sort of health and fitness and cooking and,

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<v Doc>you know, things like that.

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<v Doc>And for some reason, like everybody and their mother were on the same sort of cooking trend.

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<v Doc>And then they find out that it's either unhealthy or unsustainable or,

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<v Doc>you know, bad for the farmers or dangerous just in general. Right.

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<v Doc>So. It could cause that problem.

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<v Doc>Right. so um crafty adventures

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<v Doc>how you doing caroline she said um i've

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<v Doc>done it and i found that it confuses the algorithm

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<v Doc>and it wasn't sure what to do with

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<v Doc>me oh i am so glad you brought that up we

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<v Doc>got some new things about the

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<v Doc>algorithm that you're going to absolutely enjoy and it's really funny yesterday

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<v Doc>on my channel i literally just made this video and the bad part is i just threw

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<v Doc>the graphic away in the trash so I can't dig it out to show you but YouTube

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<v Doc>has made some really massive changes,

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<v Doc>And it's been over the last two or three weeks. So this is going to be really

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<v Doc>helpful for people who still think the algorithm is out to get you.

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<v Doc>They're forever. That's why it's funny to hear people talk about like how to

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<v Doc>work the algorithm, because YouTube changes it basically every day.

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<v Doc>They have a massive staff of people whose entire job is it is to make sure that

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<v Doc>the viewers are getting the content that they want specifically.

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<v Doc>That is the only job of the algorithm.

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<v Doc>The algorithm's job is not to serve your video to people.

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<v Doc>The algorithm is not designed so that you could, you know, get more views or get more subscribers.

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<v Doc>That's your job. The algorithm's job is to, when Kevin says that Kevin wants to watch a video about.

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<v Doc>I don't know, making Christmas cookies because I don't know if y'all know,

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<v Doc>but Kevin can make some killer cookies.

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<v Doc>So if he's looking for some new Christmas cookie designs and speaking about

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<v Doc>trend jacking, let's say this is weird. I'm gonna have to back this up to Halloween.

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<v Doc>Let's say he's trying to make some Wednesday Halloween cookies because,

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<v Doc>you know, that show is still kind of popular or, um, oh my God, what's the green one?

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<v Doc>Grande wicked. Maybe he's trying to make some wicked

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<v Doc>cookie or some Elizabeth or whatever the heck her name is

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<v Doc>and he's looking for um things

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<v Doc>of that that's almost transaction but not really in

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<v Doc>a way that's sort of working with you know

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<v Doc>a theme that's extremely popular

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<v Doc>and yeah I guess this is kind of transaction but

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<v Doc>it's still in the same context of doing

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<v Doc>you know cookies if he's doing cookies for his cookie show

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<v Doc>right that that's a little bit different but what

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<v Doc>what youtube has changed recently and this is big i just had a conversation

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<v Doc>with a very prominent youtuber um one of the originals by the way when i was

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<v Doc>in seattle and one of the things that he put us on to.

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<v Doc>Is long-form content is back in a very, very, very big way, right?

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<v Doc>Things like this podcast, things like anybody who's doing a show that's 30 minutes

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<v Doc>or longer, all of those are seeing spikes in views.

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<v Doc>And the reason for that is something that we talk about on this show all the time, television.

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<v Doc>So many people are watching from TV.

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<v Doc>So YouTube is going out of their way to make it easier for people who are sitting

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<v Doc>at the TV trying to watch videos to find the videos that they're looking for.

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<v Doc>So one of the things that they did is instead of just dealing with search,

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<v Doc>because search doesn't really work on TV, because unless you have an Apple TV

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<v Doc>or Amazon Fire Stick and you know how to talk to your remote,

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<v Doc>if you've ever been sitting on your TV and you go to search for something,

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<v Doc>it takes forever to type in what you're looking for.

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<v Doc>Now, some nerds have a keyboard that's attached to their smart TV, so you can just type.

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<v Doc>A lot of Apple TV people are smart enough to know that you can use your phone

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<v Doc>as a remote to type on a keyboard.

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<v Doc>And then some of the other ones are pull up the video on your phone,

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<v Doc>hit play for like four seconds, stop it, go back to the TV, and then,

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<v Doc>you know, recapitulate that, right?

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<v Doc>But most people don't know that.

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<v Doc>I mean, that's only a handful of people. If you are, find it on your phone and

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<v Doc>then go back and pull it up on your TV.

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<v Doc>Or are you like me? I actually have a playlist that I save videos into for the

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<v Doc>sole purpose of watching once I get to the TV and the couch and some popcorn.

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<v Doc>It's going to be here for a minute, Right.

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<v Doc>And when it comes to long form content, we're doing an experiment on my channel.

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<v Doc>I told a bunch of people to make a list of you can go through your history or you can do it today.

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<v Doc>Just starting now, make a list of the next five to 10 videos that you sit down

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<v Doc>to watch the whole thing that are like over 30 minutes and watch what you watch.

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<v Doc>And nine times out of 10, you'd be like, wow, this is incredible.

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<v Doc>But it normally isn't overly produced.

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<v Doc>It's normally people sitting down having a conversation sort

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<v Doc>of like we're doing today that that's that has been the trend thus

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<v Doc>far so i'm curious if you've ever if you could look in

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<v Doc>your history and then you know pop some into the chat and see what is it that

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<v Doc>you watch when you got time to sit down and watch youtube because you know the

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<v Doc>the the gurus of late have been telling everybody make this really fast hitting

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<v Doc>things with a lot of edits and you know got to Make sure you put in a screen

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<v Doc>change in the first couple of seconds.

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<v Doc>And it's like, nah, man, that stuff is kind of going out the window because

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<v Doc>people are looking to connect with people.

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<v Doc>So what what makes a video timeless? Let's talk about that.

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<v Doc>Of course, there's your storytelling. Right. And so if we're keeping it on the subject.

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<v Doc>Hold on. I saw the question at the same time. I saw the question at the same

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<v Doc>time I was about to go to the next segment.

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<v Doc>And so I'm going to pause and go back to the question because it's a good question

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<v Doc>and it's a valid point to what I was just talking about.

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<v Doc>So thank you, Analyzing the News, because the question is, do you believe that

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<v Doc>people are changing, wanting more authentic content due to AI saturation?

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<v Doc>The answer is yes. AI is nowhere near saturated, but nothing is ever saturated.

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<v Doc>That terminology, okay, Katie gets mad at me when I say that,

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<v Doc>okay, but we're going to lean into this one.

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<v Doc>The terminology of something being saturated on the Internet is victim talk.

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<v Doc>I'm going to tell you why.

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<v Doc>YouTube alone, 2.9 billion people.

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<v Doc>What would be the quantity of people doing something to equate to saturation on 2.9 billion people?

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<v Doc>So let's back this up. Let's say you have a sponge and a sponge could hold 10 ounces of water.

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<v Doc>How many ounces of water does it take for a 10-ounce sponge to be saturated?

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<v Doc>Ten.

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<v Doc>Other than that, it's wet. Let's go define saturation.

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<v Doc>Like, let's get real about this, right? So I know that everybody uses that word,

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<v Doc>and you probably picked it up as a turn of art because you've heard other people

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<v Doc>say it, and this is just what it is.

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<v Doc>But if we're being serious about this, the only way for something to be saturated

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<v Doc>is it has to have more than its capability of holding.

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<v Doc>So trust me, all 2.9 billion active users on YouTube are not using AI.

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<v Doc>So therefore it's not saturated.

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<v Doc>It's not even 50%. It might be like a hard 15 to 20. And I doubt that.

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<v Doc>But just because there's access really, right?

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<v Doc>A large portion of the people on there don't have full access to this stuff. Right?

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<v Doc>So it's, it's, we have full access. A couple of the other, let's say.

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<v Doc>More communicative or connected societies have it, but a whole bunch of people

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<v Doc>just watch it. They don't necessarily have that.

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<v Doc>So, but it is true that AI slop is irritating and it's prevalent and people don't like it.

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<v Doc>So yes, people are definitely going back to wanting more human connection.

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<v Doc>So that's sort of what I meant, but I did forget to bring up the AI part.

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<v Doc>So thank you for bringing that up because it is a very, very, very valid point.

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<v Doc>So absolutely, people are looking for people that looks like them,

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<v Doc>feels like them, talks like them, you know, gives them a little hope.

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<v Doc>Right. I think a lot of people are searching for hope. I think a lot of people

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<v Doc>are searching for that connectivity that we are used to getting,

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<v Doc>but, you know, can sometimes seem a little bit missing, if you will.

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<v Doc>So, yeah, I really, really appreciate that. That is 100% true.

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<v Doc>Okay, let's go into what I was fixing to say.

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<v Doc>So what makes a content timeless? And the first one is storytelling.

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<v Doc>And a prime example of this is, you know, I'm watching a lot of content of people

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<v Doc>who are traveling somewhere.

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<v Doc>And a lot of that has to do with the fact that I travel a lot for work.

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<v Doc>I am always looking for tips and shortcuts and, you know, things that I might

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<v Doc>need to carry that are going to make my travel situations easier.

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<v Doc>Because as you guys know, I'm in the plane like once a month or something.

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<v Doc>So, you know, I'm always looking for a way to cut this down.

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<v Doc>Well, it turns out the ones that are the most successful.

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<v Doc>I guess, enjoyable to watch is where they're stopping at the different places,

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<v Doc>giving you a little bit of backstory, talking about the place.

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<v Doc>And anybody who's ever got to hang out with Ken in Amesbury,

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<v Doc>you'll see that's Ken. Ken all the way. Ken is about the history.

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<v Doc>Ken is telling you like why the building was made, like who came where,

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<v Doc>why, and the whole nine yards. Like it just adds to a certain thing.

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<v Doc>Those of us that walked around in the forest at camp, you know,

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<v Doc>Ken was giving us a little bit more of a backstory of some of that stuff as

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<v Doc>opposed to just walking and seeing it.

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<v Doc>So me and Billy and Sean and Brandon, we all were walking through the forest

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<v Doc>with Ken and we got a whole like tour. It was different. It was super, super cool.

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<v Doc>Storytelling can do that. So, you know, I'm thinking about if you're doing your

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<v Doc>crafts and you're explaining something, but then given a little bit of backstory.

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<v Doc>So the last time I tried to do this particular type of stitch,

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<v Doc>I was hanging out with my grandma and she was showing us, you know,

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<v Doc>with no machine, she could do this by hand and it was always even.

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<v Doc>But here we are. We got to use a little wheel thing that you use to make the

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<v Doc>dents so you can sew in the right spot. I have no idea what I'm talking about, by the way.

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<v Doc>Or, you know, you know, she used to wind the bobbins by hand,

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<v Doc>but now we could do them automatically. things like that.

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<v Doc>Like there's ways to, to bring in that level of human emotion,

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<v Doc>right? Cause human emotion doesn't expire.

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<v Doc>So how can you create a sense of Marvel? How can you create a sense of curiosity?

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<v Doc>The big one right now, looking at us old people, how can you create that nostalgia?

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<v Doc>One of the funnest things that happened in the longest time is that.

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<v Doc>Myself and Paul and Gretchen, AT, Aubrey, the other Paul, it was my birthday

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<v Doc>stream. And we were sitting around talking about just old stuff that used to be on TV.

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<v Doc>We were talking about them Tupperware cups everybody had that came in those

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<v Doc>weird colors, but then they get stained with the red from the Kool-Aid or whatever you put in it.

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<v Doc>And we were talking about like the thing that you put on the cake tin that moms

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<v Doc>used to take off and wear your ass out with.

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<v Doc>Like it was pretty funny but we went

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<v Doc>down memory lane like you know we were coming up with old medicines

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<v Doc>and commercials and stuff that don't exist anymore and just

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<v Doc>the look on everybody's face and the people in the chat were going off as we

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<v Doc>were bringing the back that that old school stuff that we all grew up with you

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<v Doc>know like somebody bust out a picture of otter pops you remember you was a little

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<v Doc>kid and you was trying to be good so that you could get an otter pop You know,

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<v Doc>the little like plastic with the sugar water inside.

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<v Doc>Like Otter Pots were life, man.

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<v Doc>Like that was the best thing. Like, oh, and you remember the days when going

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<v Doc>to McDonald's meant you did something like you couldn't just go to McDonald's to go to McDonald's.

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<v Doc>You had to like win a basketball game or win a soccer game or get like some A's.

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<v Doc>The idea of just going to McDonald's because you hungry. We didn't have that.

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<v Doc>McDonald's meant you did something worth not getting your butt whipped.

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<v Doc>That's what that meant. So that level of nostalgia, if you could find a way

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<v Doc>to bring that in, that's going to go a long way to help you.

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<v Doc>And this is where doing a podcast really helps.

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<v Doc>There are whole podcasts that are nothing about going back and getting nostalgic with it. Right.

00:16:21.245 --> 00:16:25.405

<v Doc>Also, I think it's why, strangely enough, I don't know if Michelle popped in

00:16:25.405 --> 00:16:27.465

<v Doc>yet, but strangely enough.

00:16:27.645 --> 00:16:32.445

<v Doc>Oh, she's here. This is why Bridgerton and those shows like that are so hot.

00:16:32.445 --> 00:16:36.645

<v Doc>They're so hot because it has

00:16:36.645 --> 00:16:42.305

<v Doc>a level of nostalgia to it you know what I mean it's really really good.

00:16:43.404 --> 00:16:47.244

<v Doc>So I do find that to be a little bit amazing.

00:16:48.064 --> 00:16:53.244

<v Doc>Okay, so let me answer this question. It says, I spent hours on one video and got eight views.

00:16:53.784 --> 00:16:58.804

<v Doc>I got you. And then another video I did where I was talking to my missus about

00:16:58.804 --> 00:17:02.344

<v Doc>a subject hit 33,000 in a few hours.

00:17:02.504 --> 00:17:05.004

<v Doc>What do you think that was? You already answered your own question, homie.

00:17:05.724 --> 00:17:10.264

<v Doc>Like the worst thing you could do today over edit your videos.

00:17:12.844 --> 00:17:15.644

<v Doc>Because all right so let's make this make

00:17:15.644 --> 00:17:19.364

<v Doc>sense let's make this make sense if i were going

00:17:19.364 --> 00:17:24.904

<v Doc>to take up say i was going to take up baseball in my old age right i'm going

00:17:24.904 --> 00:17:30.344

<v Doc>to go join the over 50 baseball league you know who i'm not trying to learn

00:17:30.344 --> 00:17:35.784

<v Doc>how to hit from shohei because you can't get to that level,

00:17:36.444 --> 00:17:38.424

<v Doc>not at where you are in life.

00:17:39.724 --> 00:17:48.084

<v Doc>If I was going to teach a kid how to play baseball, maybe I will put them on Shohei.

00:17:48.264 --> 00:17:52.844

<v Doc>Maybe I would take them to his training camp that's in Yokohama.

00:17:54.884 --> 00:17:58.004

<v Doc>But I'm not myself going to take my old butt over there.

00:17:58.144 --> 00:18:06.384

<v Doc>I cannot attain that. but I would go to a camp from some 45 year old dude who's

00:18:06.384 --> 00:18:08.984

<v Doc>hitting them out of the park. I can catch him.

00:18:09.744 --> 00:18:14.424

<v Doc>You know what I mean? People want to know that the person that they're watching

00:18:14.424 --> 00:18:20.824

<v Doc>isn't so far ahead of them, especially older people. We don't need another hero.

00:18:21.084 --> 00:18:25.204

<v Doc>Most of our heroes turned out to be absolute eggplant emojis.

00:18:27.272 --> 00:18:31.952

<v Doc>Think about those of us that grew up listening to that prime era of hip-hop,

00:18:33.232 --> 00:18:35.552

<v Doc>right? Let me talk about 96 hip-hop.

00:18:36.172 --> 00:18:39.852

<v Doc>Who was the top producer in 96 hip-hop back in the day?

00:18:40.052 --> 00:18:44.932

<v Doc>I tell you what, he in jail right now with some baby oil.

00:18:45.232 --> 00:18:51.332

<v Doc>Like most of our heroes blew up, turned out to be absolute, I can't say that word on this show.

00:18:51.872 --> 00:18:55.532

<v Doc>So we're not looking for another hero. We're looking for somebody that,

00:18:55.732 --> 00:18:58.732

<v Doc>again, reminds us of us. looks like us, sounds like us.

00:18:59.232 --> 00:19:05.452

<v Doc>Sitting down and having a real deal, Holyfield conversation with wifey makes

00:19:05.452 --> 00:19:10.272

<v Doc>people feel like, yo fam, I felt that. Okay.

00:19:10.852 --> 00:19:16.912

<v Doc>I'm new to my ADHD journey. To me, when I was growing up, ADHD just meant,

00:19:16.912 --> 00:19:18.012

<v Doc>you know, butt whippings.

00:19:18.192 --> 00:19:20.412

<v Doc>It didn't mean that, you know, you needed some help.

00:19:20.932 --> 00:19:25.652

<v Doc>And when I see content from other people that are just also,

00:19:25.672 --> 00:19:30.132

<v Doc>you know, like late, late figuring out what's been tweaking in their brain for so long.

00:19:30.772 --> 00:19:34.292

<v Doc>Every time one of them is talking, I'm like, oh yeah, oh, that's me.

00:19:34.452 --> 00:19:36.872

<v Doc>I get that one. Oh, oh yeah. You too.

00:19:37.072 --> 00:19:42.852

<v Doc>Okay. I'll not by myself, you know, start singing. You are not alone because you're there.

00:19:44.472 --> 00:19:47.312

<v Doc>Jeremy said, where's the beef? How's that for nostalgia?

00:19:49.492 --> 00:19:54.172

<v Doc>Right. When you, when, when, when I'm watching Jimmy, okay. Hey,

00:19:54.172 --> 00:19:56.512

<v Doc>Jimmy just popped up in the chat, Jimmy Hicks, right?

00:19:58.168 --> 00:20:02.828

<v Doc>When I'm watching him in his streams and he says something, because we are,

00:20:02.988 --> 00:20:08.488

<v Doc>you know, both men that have spent time in tech relatively the same age,

00:20:08.748 --> 00:20:11.788

<v Doc>both work for the same fruit flavored company for a minute.

00:20:12.248 --> 00:20:15.708

<v Doc>Like when he'd be talking about stuff, I'm like, I could feel that because like

00:20:15.708 --> 00:20:21.408

<v Doc>Jimmy and I have walked a very similar path and I'm just instantly connected to that.

00:20:21.608 --> 00:20:24.988

<v Doc>Like Jimmy is like family. You know what I mean? Like we check in on each other.

00:20:25.148 --> 00:20:27.868

<v Doc>You know what I mean? So that's that's the people are looking for.

00:20:27.868 --> 00:20:31.128

<v Doc>They're looking for that level of connection, that level of community.

00:20:32.628 --> 00:20:38.228

<v Doc>And unfortunately, too many people have been trying to be guru centric.

00:20:39.308 --> 00:20:44.068

<v Doc>And your people are just over the gurus, man. Most of the gurus turned out to be full of it.

00:20:44.288 --> 00:20:50.328

<v Doc>Do you remember not that long ago, a whole bunch of us was sitting around watching

00:20:50.328 --> 00:20:53.188

<v Doc>Mehmet Oz and he said took raspberry ketones.

00:20:53.188 --> 00:20:58.508

<v Doc>Dude, you could not walk into Whole Foods or Walmart or Target without seeing

00:20:58.508 --> 00:21:00.808

<v Doc>four shelves of raspberry ketones.

00:21:00.948 --> 00:21:04.408

<v Doc>Turns out them joints was BS, right?

00:21:04.628 --> 00:21:08.028

<v Doc>Like that dude, he had everybody on everything.

00:21:08.688 --> 00:21:15.028

<v Doc>He had people like checking the acid levels in their number ones.

00:21:15.028 --> 00:21:21.628

<v Doc>He had people doing all kind of weird stuff that turned out to not be healthy.

00:21:23.188 --> 00:21:28.148

<v Doc>But he made a whole channel out of trend jacking, various health trends,

00:21:28.328 --> 00:21:30.688

<v Doc>most of which turned out to be bad for you.

00:21:33.781 --> 00:21:39.061

<v Doc>And I don't know, if I remember correctly, Dr.

00:21:40.021 --> 00:21:46.621

<v Doc>Atkins died of a heart attack because, you know, that was a trend back in the day. Right.

00:21:46.961 --> 00:21:50.861

<v Doc>So if I remember correctly, it was like there. It was like there.

00:21:51.021 --> 00:21:55.681

<v Doc>Right. So I have a I have a video I made recently called Make It Until You Make

00:21:55.681 --> 00:21:57.681

<v Doc>It. And that's literally just keep doing it.

00:21:58.061 --> 00:22:03.021

<v Doc>You know what I mean? And if you go back and you look at what was it,

00:22:03.141 --> 00:22:08.581

<v Doc>if you go back and watch that show where you and the missus got those 33,000,

00:22:08.581 --> 00:22:11.961

<v Doc>go back and look at it from a new set of eyes.

00:22:12.561 --> 00:22:19.501

<v Doc>Try and look at it as to what do you think stuck with that? And I guarantee

00:22:19.501 --> 00:22:23.901

<v Doc>y'all, y'all was on some really good story about something that brings us to

00:22:23.901 --> 00:22:26.421

<v Doc>like back in the day when I was young and not a kid anymore.

00:22:26.841 --> 00:22:32.361

<v Doc>Or there was some sort of nice heartfelt transition that people go on a hero's

00:22:32.361 --> 00:22:33.461

<v Doc>journey type situation.

00:22:33.681 --> 00:22:38.961

<v Doc>Something like that that added that little jettysic to that particular show.

00:22:39.021 --> 00:22:40.481

<v Doc>And that's why that one worked.

00:22:40.601 --> 00:22:42.721

<v Doc>And what you want to do is try to get those.

00:22:42.841 --> 00:22:46.141

<v Doc>But then don't force it. Of course, don't force it. OK, now the other thing

00:22:46.141 --> 00:22:49.361

<v Doc>that's going to make something timeless is going to be your authenticity.

00:22:49.661 --> 00:22:56.401

<v Doc>And this word drives me insane because it is so overly used and misunderstood.

00:22:58.221 --> 00:23:04.521

<v Doc>And I like the way that the goat Seth Godin explains it.

00:23:06.541 --> 00:23:11.941

<v Doc>Authenticity is about, you know, exactly what you're going to get.

00:23:14.517 --> 00:23:20.337

<v Doc>So, for instance, when you go to McDonald's, I don't go to McDonald's.

00:23:20.437 --> 00:23:22.177

<v Doc>I'm probably talking at the side of my butt.

00:23:22.337 --> 00:23:26.937

<v Doc>I haven't put a McDonald's in my face for damn near 20 years. I don't eat that mess.

00:23:28.257 --> 00:23:33.097

<v Doc>But if you go to McDonald's and you go to order one of them sugar shakes,

00:23:34.277 --> 00:23:37.857

<v Doc>you know exactly what you're fitting to get. Stomachache and diarrhea.

00:23:38.897 --> 00:23:44.157

<v Doc>Oh, I'm sorry. You know what it tastes like. the thing about going on a trip

00:23:44.157 --> 00:23:48.637

<v Doc>or going to somewhere new and looking at their menu and seeing things that are

00:23:48.637 --> 00:23:50.277

<v Doc>familiar to you and sound.

00:23:52.380 --> 00:23:58.440

<v Doc>And then you get it and it just don't hit the way the one you know what it is.

00:23:59.440 --> 00:24:06.760

<v Doc>Right. So if I invite Luis over to my house right now and I'm like,

00:24:07.020 --> 00:24:12.600

<v Doc>Luis, his favorite thing is a Hammond Munchego sandwich.

00:24:13.440 --> 00:24:20.580

<v Doc>Now, I know a Puerto Rican kid from the hood ain't never had a ham and Munchego

00:24:20.580 --> 00:24:23.460

<v Doc>sandwich until the one he had in Massachusetts.

00:24:23.860 --> 00:24:29.060

<v Doc>Because we got the four meats in a pack. Oscar Mayer, you open it up and there

00:24:29.060 --> 00:24:34.160

<v Doc>was ham, bologna, luncheon meat, and that one with the dots.

00:24:34.580 --> 00:24:40.940

<v Doc>We call it olive loaf, but nobody wanted the one with the dots back in the day.

00:24:40.940 --> 00:24:44.780

<v Doc>Turns out mortadella when you become an adult that's delicious but when you

00:24:44.780 --> 00:24:52.200

<v Doc>was a kid it was just like yo why is the meat looking at me and he got that joint with wonder bread.

00:24:53.340 --> 00:24:56.060

<v Doc>And sometimes the wonder bread had like a

00:24:56.060 --> 00:24:59.200

<v Doc>little spot and mom just cut it off like we

00:24:59.200 --> 00:25:02.700

<v Doc>wasn't even like oh you can't eat that one we know

00:25:02.700 --> 00:25:05.740

<v Doc>better now don't eat that one because the the the

00:25:05.740 --> 00:25:10.220

<v Doc>fingers of the mold digs like way deep into the product but hey back when we

00:25:10.220 --> 00:25:13.040

<v Doc>was growing up moms just be like whoop alright you didn't even see that don't

00:25:13.040 --> 00:25:19.160

<v Doc>worry about it it's good right but if Luis came to my crib right now and I try

00:25:19.160 --> 00:25:23.140

<v Doc>to like hook my brother up and make him a ham and mortadella sandwich.

00:25:24.340 --> 00:25:29.640

<v Doc>He might be thankful but he also might look at me sideways and be like damn

00:25:29.640 --> 00:25:34.500

<v Doc>son I thought you could cook like I can but he would be like yeah nah this one

00:25:34.500 --> 00:25:38.260

<v Doc>don't taste like bakehouse I can't make it taste like bakehouse.

00:25:38.380 --> 00:25:40.500

<v Doc>Why? I don't bake my own bread.

00:25:41.920 --> 00:25:48.220

<v Doc>I don't have the necessary, you know, ingredients to pull it off the exact way

00:25:48.220 --> 00:25:49.380

<v Doc>that Bakehouse pulled it off.

00:25:49.500 --> 00:25:53.500

<v Doc>So my brother would be appreciative that I tried to make his favorite sandwich,

00:25:53.780 --> 00:25:59.960

<v Doc>but he also be like, nah, fam, Montego in Hawaii don't taste like Montego in

00:25:59.960 --> 00:26:03.160

<v Doc>New Hampshire or Massachusetts.

00:26:04.040 --> 00:26:07.380

<v Doc>Cause by the time it gets here on the boat, it's old, you know,

00:26:07.540 --> 00:26:10.140

<v Doc>like it just won't have the same vibe to it.

00:26:10.800 --> 00:26:16.140

<v Doc>So that's what authenticity is. Authenticity is giving the people what they expected.

00:26:18.480 --> 00:26:24.260

<v Doc>So let's break this down in a nutshell. Here's my favorite personal example of authenticity.

00:26:24.720 --> 00:26:29.220

<v Doc>And if I recall correctly, Jimmy was there. James was with me.

00:26:29.440 --> 00:26:36.540

<v Doc>We were in a conference in social media marketing world.

00:26:37.560 --> 00:26:44.820

<v Doc>And I remember meeting a creator who I had seen on the television lots who had

00:26:44.820 --> 00:26:48.680

<v Doc>like a style and a swag and a little savoir faire.

00:26:49.420 --> 00:26:56.120

<v Doc>And then when we met this person in person, they could barely complete a sentence.

00:26:58.520 --> 00:27:03.860

<v Doc>Because it wasn't scripted. They didn't have the ability to have an authentic

00:27:03.860 --> 00:27:09.520

<v Doc>conversation with the people that that they, you know,

00:27:10.160 --> 00:27:15.200

<v Doc>inspire with their elegant words because everything was scripted.

00:27:16.200 --> 00:27:20.320

<v Doc>You see what I'm saying? Those of you guys trying to get the perfect speech.

00:27:20.960 --> 00:27:25.960

<v Doc>The worst thing that will happen to you is you will get to go somewhere and

00:27:25.960 --> 00:27:29.260

<v Doc>do that joint in public. and you can't do it.

00:27:30.820 --> 00:27:35.920

<v Doc>Somebody going to catch you at the bar.

00:27:37.860 --> 00:27:40.740

<v Doc>Okay, Jimmy, we had a lot of drinks, but I remember this.

00:27:42.840 --> 00:27:47.540

<v Doc>You and Roger bought the last two. The drinks after that, I don't remember,

00:27:47.600 --> 00:27:52.280

<v Doc>and I remember riding a scooter home with Kurt trying to get back to the telly.

00:27:52.280 --> 00:27:59.160

<v Doc>But we was at the bar enjoying a tasty beverage, some water that soaked in the

00:27:59.160 --> 00:28:00.440

<v Doc>barrel for a couple of years.

00:28:01.380 --> 00:28:07.340

<v Doc>And we're having a full conversation and yo, this person just couldn't,

00:28:07.340 --> 00:28:09.120

<v Doc>couldn't be part of the thing.

00:28:10.040 --> 00:28:18.640

<v Doc>And I think, you know, between Roger, Jimmy, myself, Rebecca from Opus, we were kind of like.

00:28:21.431 --> 00:28:23.071

<v Doc>That's the same dude from the TV.

00:28:25.211 --> 00:28:28.191

<v Doc>This is why you don't want to be perfect on camera, because if you can't be

00:28:28.191 --> 00:28:31.371

<v Doc>perfect in your everyday conversation, you will get sold out.

00:28:31.491 --> 00:28:33.771

<v Doc>I just bit my tongue. You will get sold out.

00:28:34.931 --> 00:28:38.611

<v Doc>And if you get sold out now, you have lost all credibility.

00:28:41.131 --> 00:28:44.351

<v Doc>You know, and it could be like, oh, well, maybe this person just had a bad day.

00:28:44.611 --> 00:28:47.971

<v Doc>You know, it was covid time. You know, maybe they was coming off of sick.

00:28:47.971 --> 00:28:49.911

<v Doc>Like maybe somebody in their family is sick and they worried.

00:28:49.971 --> 00:28:51.851

<v Doc>Okay, whatever. Okay, cool. Wait till the next meeting.

00:28:52.151 --> 00:28:55.511

<v Doc>You know, see them like a year later. No, same thing.

00:28:56.811 --> 00:29:01.131

<v Doc>And to this day, if I could pull up one of their videos, they clean. Like perfect.

00:29:01.711 --> 00:29:05.411

<v Doc>The editor in the Philippines make them look like they know what they're talking about.

00:29:06.291 --> 00:29:11.051

<v Doc>But in reality, they don't know what they're talking about. This is why people

00:29:11.051 --> 00:29:16.631

<v Doc>who have huge channels on TikTok try to do an event and nobody show up.

00:29:17.471 --> 00:29:23.431

<v Doc>Because it's not the same. You got, Luis is in the chat. Luis will back me on this.

00:29:24.011 --> 00:29:25.851

<v Doc>There are people you know right now.

00:29:27.971 --> 00:29:31.991

<v Doc>Jeremy's a good example. When the boys are together, we're clowning jokes.

00:29:32.151 --> 00:29:35.391

<v Doc>We're cracking jokes in the chat. Jeremy's funny as heck, right?

00:29:36.371 --> 00:29:39.371

<v Doc>But can he do stand-up? No, it's different, bro.

00:29:39.631 --> 00:29:43.451

<v Doc>You got that funny friend. You got that funny uncle. You got that one cousin

00:29:43.451 --> 00:29:46.991

<v Doc>that will have you in stitches. that person step on the stage and try to do

00:29:46.991 --> 00:29:49.731

<v Doc>stand up and get cabbages throwed at them.

00:29:49.911 --> 00:29:52.391

<v Doc>Cause it's not the same, right?

00:29:52.791 --> 00:29:59.691

<v Doc>It's kind of like that. So the big deal is going to be honestly,

00:29:59.711 --> 00:30:04.851

<v Doc>and we say this all the time and it's very cliche is the consistency fam.

00:30:04.871 --> 00:30:09.231

<v Doc>If you can give out this very consistent situation, um.

00:30:13.320 --> 00:30:17.940

<v Doc>That's what you're people looking for. And what's cool is people like to know

00:30:17.940 --> 00:30:19.800

<v Doc>that they watched you grow.

00:30:20.260 --> 00:30:22.520

<v Doc>Like they seen you come on a come up.

00:30:23.100 --> 00:30:25.900

<v Doc>Like people like to feel like they've been there the whole time.

00:30:26.160 --> 00:30:28.140

<v Doc>You know, that to me is better.

00:30:28.980 --> 00:30:30.280

<v Doc>That to me is better.

00:30:31.260 --> 00:30:36.320

<v Doc>I see that Dan's in the chat. Dan's a good example, right? Because we come from the music world.

00:30:36.480 --> 00:30:39.940

<v Doc>Dude, there's tons of musicians that be mad polished in the studio joint,

00:30:39.940 --> 00:30:43.280

<v Doc>But you see them live and you like, whoa, whoa, what was that?

00:30:45.320 --> 00:30:50.940

<v Doc>Right. You'd be like, yo, I definitely been to concerts where I seen the performer

00:30:50.940 --> 00:30:52.540

<v Doc>and they can't perform, bro.

00:30:53.100 --> 00:30:58.820

<v Doc>Like they're dope. What we call studio musicians, like the album is clean, but the show is dookie.

00:30:58.940 --> 00:31:02.600

<v Doc>Like you don't want to be that person. You don't want to be that person. Right.

00:31:03.300 --> 00:31:05.020

<v Doc>Um, okay. So.

00:31:07.532 --> 00:31:13.772

<v Doc>Think about, you know, here's a question. Here's a question for the chat.

00:31:13.912 --> 00:31:17.432

<v Doc>If you're watching this on the replay, feel free to drop this in the comment section below.

00:31:18.672 --> 00:31:26.872

<v Doc>Is there a interview or a live video that you watched maybe three,

00:31:27.032 --> 00:31:31.252

<v Doc>four different times over the course of, say, a couple of months or a couple of years?

00:31:31.512 --> 00:31:36.132

<v Doc>Because it was so good and the value was there and you guys keep going back to watch it.

00:31:36.132 --> 00:31:43.052

<v Doc>One of my favorite ones that I've definitely watched on multiple occasions was

00:31:43.052 --> 00:31:47.732

<v Doc>an interview with Bruce Lee from back in the day.

00:31:48.412 --> 00:31:54.752

<v Doc>And I always go back to that interview because I do teach some of my students how to do interviews.

00:31:54.892 --> 00:32:03.412

<v Doc>And I use this interview as an example because the host was genuinely curious like a little child.

00:32:05.292 --> 00:32:08.432

<v Doc>Like it literally was one of

00:32:08.432 --> 00:32:11.572

<v Doc>those just like really incredible

00:32:11.572 --> 00:32:14.432

<v Doc>interviews and i watched that interview over and over again

00:32:14.432 --> 00:32:17.472

<v Doc>that's kind of what you want man you want to be making something

00:32:17.472 --> 00:32:21.752

<v Doc>that somebody could come back and watch later and they come back and watch later

00:32:21.752 --> 00:32:27.912

<v Doc>and then you know you you know you got them right and that's a level of consistency

00:32:27.912 --> 00:32:33.712

<v Doc>or authenticity that you're That's where you're connecting back to even like

00:32:33.712 --> 00:32:35.012

<v Doc>how to market your podcast.

00:32:35.292 --> 00:32:38.652

<v Doc>You know, you might have an episode where you guys talked about some really,

00:32:38.732 --> 00:32:41.252

<v Doc>really fire content, right? So, yeah.

00:32:42.425 --> 00:32:47.585

<v Doc>If you can reference an older show and say like, hey, go back and check out this episode, right?

00:32:47.925 --> 00:32:51.465

<v Doc>There's in every podcast, you'll hear this. They have one episode that they

00:32:51.465 --> 00:32:55.325

<v Doc>consider they're like paramount episode and they can bring people back to it

00:32:55.325 --> 00:32:58.525

<v Doc>and take it over and over again. We recently did an episode with Jeff C.

00:32:58.845 --> 00:33:02.345

<v Doc>I can I can call back to that episode over and over again because he just hit

00:33:02.345 --> 00:33:07.505

<v Doc>all the bricks when it came to doing sort of AI work. Right.

00:33:07.825 --> 00:33:11.965

<v Doc>That would be a perfect example of one of these episodes. So if you think about

00:33:11.965 --> 00:33:16.965

<v Doc>this, if you if you take you could take something that's popping off right now.

00:33:17.125 --> 00:33:22.945

<v Doc>So, for instance, we talked a minute ago about AI slop and we could use that

00:33:22.945 --> 00:33:30.765

<v Doc>same context in videos that's created by like humans that won't last very long.

00:33:31.165 --> 00:33:36.745

<v Doc>So, for instance, we'd look real corny making a video about six,

00:33:36.965 --> 00:33:41.305

<v Doc>seven, like it wouldn't make any sense to us. and your kids would probably look at you crazy.

00:33:41.645 --> 00:33:43.525

<v Doc>My niece would look at me like, unks, what are you doing?

00:33:44.385 --> 00:33:47.605

<v Doc>But yeah, it wouldn't make any sense for us to make a video like that.

00:33:47.705 --> 00:33:50.765

<v Doc>Now, as a commercial thing, you know, maybe that would be funny.

00:33:51.545 --> 00:33:56.145

<v Doc>But yeah, like for the marketing standpoint of it, no, it wouldn't make any sense.

00:33:56.285 --> 00:34:01.605

<v Doc>Like that would just seem out of context, right? So you really want to think about that.

00:34:01.865 --> 00:34:10.665

<v Doc>And again, you can, this is why I have such an avicior, I'm gonna speak English.

00:34:11.005 --> 00:34:16.105

<v Doc>This is why I have an exact visceral reaction.

00:34:17.768 --> 00:34:20.808

<v Doc>That just didn't come out right. Didn't come out right.

00:34:21.448 --> 00:34:26.548

<v Doc>It makes me nauseous when I watch really bad reaction videos.

00:34:27.568 --> 00:34:31.588

<v Doc>Reaction videos in itself are semi-lazy.

00:34:31.728 --> 00:34:34.488

<v Doc>I'm going to say it. I'm going to be mean. I know people are mad because they

00:34:34.488 --> 00:34:36.808

<v Doc>make reaction videos. If you make reaction videos, my bad.

00:34:37.268 --> 00:34:41.888

<v Doc>But they're semi-lazy because you're not necessarily creating anything original.

00:34:41.888 --> 00:34:48.088

<v Doc>Now, is it possible to create reaction videos that have an originality to them? Absolutely.

00:34:48.488 --> 00:34:54.328

<v Doc>You know how we know? Because we watch that joint on, what's Terry Bradshaw

00:34:54.328 --> 00:34:59.388

<v Doc>and the rest of the old crooked non-can-walk-in-play-anymore football people?

00:35:00.688 --> 00:35:03.388

<v Doc>The Sunday morning football shows. That's the word I'm looking for.

00:35:03.488 --> 00:35:04.368

<v Doc>I'm trying to pick up one.

00:35:04.708 --> 00:35:09.808

<v Doc>Those are basically a live reaction video. They're giving you their,

00:35:09.808 --> 00:35:12.388

<v Doc>you know, post-game. They're telling you what happened in the game.

00:35:12.908 --> 00:35:16.148

<v Doc>Those are different, right? If you could bring something to the table like that,

00:35:16.288 --> 00:35:19.168

<v Doc>we know that they work because people watch those, right?

00:35:20.728 --> 00:35:26.268

<v Doc>But like just watching somebody say something and then saying what you feel about it.

00:35:26.408 --> 00:35:29.388

<v Doc>I don't know. To me, it's a little bit reductive and a little bit lazy,

00:35:29.388 --> 00:35:31.388

<v Doc>but there is a way to pull them off.

00:35:32.468 --> 00:35:37.888

<v Doc>And if they're done right, they're good. But unfortunately what people saw is

00:35:37.888 --> 00:35:42.528

<v Doc>somebody do a real good job of doing that somebody blew up doing that and they're

00:35:42.528 --> 00:35:45.708

<v Doc>like yo I could copy this formula and I could blow up the same way,

00:35:46.728 --> 00:35:53.328

<v Doc>But what a lot of reaction videos lack is in order to be a good reaction video host,

00:35:53.488 --> 00:36:00.548

<v Doc>you have to have a large method of depth and insight where you can add something

00:36:00.548 --> 00:36:03.108

<v Doc>new to the situation. Right.

00:36:03.328 --> 00:36:07.388

<v Doc>So when Game of Thrones were out and there were the people that were doing the

00:36:07.388 --> 00:36:12.068

<v Doc>fan theory shows where they're going all off the deep end trying to figure out

00:36:12.068 --> 00:36:16.428

<v Doc>Brandon Stark and trying to figure out if he is indeed the three eye Raven.

00:36:16.428 --> 00:36:22.528

<v Doc>Or is he the night king or is he, you know, this, that, and the third, those are good, right?

00:36:22.708 --> 00:36:25.368

<v Doc>But somebody just goes, look at the scene. Oh, that happened.

00:36:25.488 --> 00:36:28.988

<v Doc>No, you're just spoiling the show for somebody who ain't seen it yet, right?

00:36:29.048 --> 00:36:33.488

<v Doc>So there's a way to do that and come out with those.

00:36:35.008 --> 00:36:39.828

<v Doc>Yes, I do channel evaluations. I'm going to tell you most people are not ready to have one.

00:36:40.308 --> 00:36:45.688

<v Doc>So the question from C was, Doc, do you ever do channel evaluations?

00:36:45.688 --> 00:36:48.188

<v Doc>Do you ever do channel evaluations? Yes.

00:36:48.848 --> 00:36:50.668

<v Doc>You're going to need therapy when I'm done.

00:36:51.408 --> 00:36:53.708

<v Doc>Cause I'm going to tell you stuff that you're not going to want to hear.

00:36:54.108 --> 00:36:56.428

<v Doc>So I can do it. I've done it.

00:36:56.648 --> 00:37:02.548

<v Doc>People cry. And not my fault. I'm just telling you the actual facts because YouTube is simple.

00:37:03.428 --> 00:37:06.628

<v Doc>YouTube is very simple. The biggest problem.

00:37:07.408 --> 00:37:11.908

<v Doc>And, and analyzing news kind of told you this earlier. The biggest problem is

00:37:11.908 --> 00:37:16.268

<v Doc>people are trying to do stuff to force the engagement.

00:37:16.568 --> 00:37:19.988

<v Doc>People are trying to do something to force the views.

00:37:20.228 --> 00:37:24.628

<v Doc>That's not your job. Your only job is deliver value.

00:37:24.948 --> 00:37:29.568

<v Doc>Make content that hits people right here. Bring a little tear.

00:37:30.008 --> 00:37:33.908

<v Doc>Bring a little smile. Make them save money. Make them save time.

00:37:34.128 --> 00:37:41.468

<v Doc>Helps them out in some way. If your content is serving, you will be fine.

00:37:41.468 --> 00:37:45.188

<v Doc>If your content is self-serving, you will not be fine.

00:37:46.288 --> 00:37:48.888

<v Doc>It's the simplest recipe in the planet.

00:37:49.933 --> 00:37:52.933

<v Doc>If you're doing this because you want people to look at you and go,

00:37:53.053 --> 00:37:55.413

<v Doc>hey, attaboy, you did it, you're probably going to suffer.

00:37:56.713 --> 00:37:59.253

<v Doc>But if you're creating content that.

00:38:04.031 --> 00:38:11.151

<v Doc>And it can make somebody's life better. Oh, you're doing good.

00:38:14.771 --> 00:38:19.271

<v Doc>Yeah. If you can make somebody's life better, you're doing good.

00:38:21.791 --> 00:38:33.651

<v Doc>All right. So let's get into this idea of building from value standpoint as opposed to virality.

00:38:34.651 --> 00:38:37.711

<v Doc>Okay, dude, you cannot go.

00:38:38.731 --> 00:38:46.471

<v Doc>If you pull up videos on the interweb right now about content creation,

00:38:47.471 --> 00:38:53.271

<v Doc>the how-to, out of the first 20 videos, maybe eight of them,

00:38:53.751 --> 00:38:56.671

<v Doc>10 of them are trying to tell you how to go viral.

00:38:56.671 --> 00:39:07.111

<v Doc>You absolutely 108% do not want to go viral. You just don't.

00:39:09.211 --> 00:39:13.711

<v Doc>And I'm going to ask you in the chat, in the replay.

00:39:15.051 --> 00:39:18.451

<v Doc>What was the most viral video of 2022?

00:39:20.191 --> 00:39:25.991

<v Doc>I can wait. What was the most viral video of 2021?

00:39:26.791 --> 00:39:33.051

<v Doc>I can wait. Matter of fact, I'll make it easy for you. What was the most viral video of 2024?

00:39:34.651 --> 00:39:40.251

<v Doc>I don't see nobody typing in the chat. You know why? Because you don't freaking know.

00:39:41.831 --> 00:39:43.071

<v Doc>You just don't.

00:39:45.551 --> 00:39:52.251

<v Doc>Right? You just don't. It's not important, bro. It is a bump.

00:39:53.711 --> 00:40:01.951

<v Doc>Like except for a handful of people they couldn't tell you what the number one song was in 2019,

00:40:05.328 --> 00:40:09.608

<v Doc>Did Louise say some girl on TikTok? All right, I'll give you half the points.

00:40:13.088 --> 00:40:17.288

<v Doc>But nobody knows, bro. Nobody knows. It is not important.

00:40:17.628 --> 00:40:22.368

<v Doc>And the people who are teaching you this stuff, they're smart,

00:40:22.508 --> 00:40:24.508

<v Doc>dude. They're good business people.

00:40:24.688 --> 00:40:31.688

<v Doc>People who will sell you a program on how to make viral content are brilliant business people.

00:40:31.688 --> 00:40:40.628

<v Doc>At the beginning of this show, I said, you got to bring that emotions, right?

00:40:41.128 --> 00:40:44.088

<v Doc>I mentioned how emotions.

00:40:46.628 --> 00:40:50.328

<v Doc>If you can get to people where their emotions are, you're good to go.

00:40:51.388 --> 00:40:54.688

<v Doc>I was about to sing the song. You know how I do. It almost got me.

00:40:54.848 --> 00:40:59.088

<v Doc>It almost got me. I'm going to stop. Sorry, Mariah, Leave me alone, lady. I'm thinking.

00:41:01.508 --> 00:41:06.828

<v Doc>If you can trigger someone's emotional feelings, trigger their nostalgia,

00:41:07.428 --> 00:41:09.408

<v Doc>they got you, right? You're in there.

00:41:09.568 --> 00:41:12.548

<v Doc>So when these people are like, I'm going to make you, I'm going to show you

00:41:12.548 --> 00:41:13.748

<v Doc>how to make viral videos.

00:41:14.188 --> 00:41:18.308

<v Doc>They get you on your emotional hope. They get you on your emotion of being seen.

00:41:18.488 --> 00:41:20.848

<v Doc>They get you on your emotion of quote unquote being somebody.

00:41:21.708 --> 00:41:26.488

<v Doc>And even if you can pull it off once, most people who have pulled it off tell

00:41:26.488 --> 00:41:27.888

<v Doc>you that they can't do it again.

00:41:29.048 --> 00:41:41.468

<v Doc>Like it is an X. The fact that today the company that sells the frog suit is sold out of frog suits.

00:41:42.768 --> 00:41:48.048

<v Doc>They couldn't have planned that. There's no way in heck they thought when they

00:41:48.048 --> 00:41:54.348

<v Doc>built them joints that this was going to be the number one selling costume for Halloweeny 2025.

00:41:55.048 --> 00:41:59.248

<v Doc>There's no way they thought it was going to be the Huntrix outfit.

00:41:59.728 --> 00:42:04.248

<v Doc>They thought it was going to be K-pop Demon Sleemans. They had no idea it was

00:42:04.248 --> 00:42:06.068

<v Doc>going to be the frog, the blow up frog.

00:42:08.802 --> 00:42:13.862

<v Doc>So trying to chase that, it's like, I'm going to go outside and I'm going to

00:42:13.862 --> 00:42:15.182

<v Doc>catch lightning in the bottle.

00:42:15.382 --> 00:42:19.162

<v Doc>That's the reason why they call it when a product blows up like that.

00:42:19.282 --> 00:42:22.162

<v Doc>That's the reason why marketing people call it catching lightning in the bottle

00:42:22.162 --> 00:42:23.622

<v Doc>because it's super, super rare.

00:42:25.802 --> 00:42:34.182

<v Doc>However, if you work it off of your values, if you're creating content based on your values, bingo.

00:42:36.022 --> 00:42:43.282

<v Doc>And i'll take apart something like well i'm curious where my star wars people

00:42:43.282 --> 00:42:50.022

<v Doc>at star wars people will know this or maybe they don't george.

00:42:53.502 --> 00:42:58.762

<v Doc>Basically created star wars off of in the kira kurosawa film,

00:43:00.422 --> 00:43:03.562

<v Doc>he saw this film and he

00:43:03.562 --> 00:43:06.442

<v Doc>loved the stylistic he loved the hero's journey

00:43:06.442 --> 00:43:09.582

<v Doc>he loved the transitions like he

00:43:09.582 --> 00:43:17.222

<v Doc>loved everything about it and he basically modeled the entire empire off of

00:43:17.222 --> 00:43:24.502

<v Doc>a curacao film and what makes this day if you were to watch ak film the reason

00:43:24.502 --> 00:43:26.702

<v Doc>why you will even be intrigued by

00:43:26.762 --> 00:43:29.242

<v Doc>something that was shot when Paul was in high school,

00:43:30.362 --> 00:43:32.582

<v Doc>I mean, black and white, black and white.

00:43:35.622 --> 00:43:39.542

<v Doc>Is because that person made those videos based on his values.

00:43:42.201 --> 00:43:52.041

<v Doc>He was trying to show the beauty and the art and the journey.

00:43:52.321 --> 00:43:56.221

<v Doc>I hate to say trials and tribulations because it's an overworked statement,

00:43:56.221 --> 00:43:58.721

<v Doc>but he was trying to show all those things.

00:43:58.861 --> 00:44:08.501

<v Doc>There's the contrast of these tight woven battles and the speed of Munihiro

00:44:08.501 --> 00:44:10.821

<v Doc>as he's working his way through the battles.

00:44:10.821 --> 00:44:17.381

<v Doc>And then the next contrast is there's a person running across a barren sand

00:44:17.381 --> 00:44:20.801

<v Doc>and another person chasing them across the barren sand.

00:44:22.243 --> 00:44:27.163

<v Doc>And Kurosawa was so dope with it, like when something was about to pop off,

00:44:27.463 --> 00:44:30.843

<v Doc>the weather almost became one of the combatants.

00:44:31.903 --> 00:44:36.283

<v Doc>George worked all of that. George worked all of that into Star Wars.

00:44:37.763 --> 00:44:44.323

<v Doc>And this is where you're able to, you know, like you're building something based on value, though.

00:44:44.403 --> 00:44:47.563

<v Doc>It wasn't just artistic. It was also based off of his personal values.

00:44:47.563 --> 00:44:55.723

<v Doc>So when you are sharing something and you are sharing, like I tell people, your purpose is key.

00:44:56.263 --> 00:45:01.463

<v Doc>And yesterday, if you watch the video with Brandon and YC, Chris mentioned purpose

00:45:01.463 --> 00:45:05.683

<v Doc>like five times and not a single point that Chris mentioned the word passion.

00:45:06.023 --> 00:45:09.423

<v Doc>And I sat here like uncle.

00:45:11.263 --> 00:45:15.263

<v Doc>Because I was like, they get it. They get it.

00:45:15.843 --> 00:45:18.503

<v Doc>The amount of people that would tell you to chase your passions,

00:45:19.163 --> 00:45:21.403

<v Doc>I'm like, them people are crazy.

00:45:22.343 --> 00:45:25.503

<v Doc>And the ones that tell you to chase their passions, ask them,

00:45:25.623 --> 00:45:30.203

<v Doc>are you still with your first girlfriend or boyfriend? And they'd be like, no.

00:45:31.503 --> 00:45:34.463

<v Doc>The person I married, oh, I'm on my third marriage, by the way.

00:45:34.683 --> 00:45:35.923

<v Doc>Oh, this is my third wife.

00:45:36.583 --> 00:45:39.143

<v Doc>And it's like, why are you telling people to chase passions?

00:45:39.323 --> 00:45:43.283

<v Doc>Because they're fleeting. They disappear. They go away. You don't stand on them.

00:45:43.763 --> 00:45:48.663

<v Doc>But on purpose, Is the modern equal, the older equivalent of standing on business.

00:45:48.863 --> 00:45:52.103

<v Doc>Like this is my purpose. I know exactly what I'm going for, what I'm trying

00:45:52.103 --> 00:45:55.703

<v Doc>to do, where people are, what I'm trying to serve. Like, that's what that's all about.

00:45:55.903 --> 00:46:02.283

<v Doc>So if you can bring that level of stuff to your content, figure out how you can work it in.

00:46:03.043 --> 00:46:07.643

<v Doc>Right. If you are still unfamiliar and I get it, if you're still unfamiliar,

00:46:08.163 --> 00:46:12.663

<v Doc>grab your little phone, put on the chat GPT voice.

00:46:12.663 --> 00:46:19.643

<v Doc>And ask Juniper or whoever you have it set for, ask them to interview you to

00:46:19.643 --> 00:46:22.183

<v Doc>help you dig deeper into what your purpose is.

00:46:25.619 --> 00:46:30.679

<v Doc>Talk about trying to make sure that you're making content that sounds like you.

00:46:30.859 --> 00:46:36.639

<v Doc>I just legit made this video on how to get the AI to take your idea,

00:46:36.899 --> 00:46:42.799

<v Doc>but then interview you about that idea so that you can create the content based

00:46:42.799 --> 00:46:46.059

<v Doc>off your ideas, not exactly what the AI said.

00:46:47.179 --> 00:46:51.059

<v Doc>Because if you make the content direct directly,

00:46:52.539 --> 00:46:58.759

<v Doc>off the AI content it's going to sound like AI slot so here's a good question,

00:46:59.599 --> 00:47:03.639

<v Doc>I got two questions since I'll do yours first because you're on the subject

00:47:03.639 --> 00:47:08.399

<v Doc>what does passion mean to you and how do you personally tap into it I don't

00:47:08.399 --> 00:47:12.419

<v Doc>I don't I don't passion ain't nothing nothing to do with it passion to me is

00:47:12.419 --> 00:47:15.099

<v Doc>a fruit I live in Hawaii them son bitches is delicious,

00:47:16.639 --> 00:47:22.899

<v Doc>it don't mean nothing I don't work on passion at all passion is fleeting right

00:47:22.899 --> 00:47:28.239

<v Doc>I am right now crazy irritated,

00:47:29.579 --> 00:47:33.459

<v Doc>mad Raiders is trash right now it's killing me it's hurting my soul,

00:47:35.259 --> 00:47:40.019

<v Doc>so you know what I'm waiting for I'm waiting for the Celtics to jump off in

00:47:40.019 --> 00:47:42.739

<v Doc>the regular season so I can go back to watching my team win.

00:47:44.779 --> 00:47:48.359

<v Doc>A couple months back if you asked me what I was passionate about I was passionate

00:47:48.359 --> 00:47:51.879

<v Doc>about the Red Sox making it to the playoffs again,

00:47:53.896 --> 00:47:58.936

<v Doc>Nope. Didn't happen. So, you know what I'm saying? Like, you know,

00:47:58.976 --> 00:48:00.216

<v Doc>you can tell passion is fleeting.

00:48:00.636 --> 00:48:03.676

<v Doc>We go through that with our sports. If you're into that.

00:48:03.856 --> 00:48:06.056

<v Doc>Right. We go through that with our music. If you're into that,

00:48:06.136 --> 00:48:10.936

<v Doc>I might be hardcore hip hop this week, but I'll be all about jazz next week.

00:48:11.036 --> 00:48:13.076

<v Doc>And then I'll get into my classic era.

00:48:13.516 --> 00:48:17.176

<v Doc>You know, that's why your kids like to talk about day in, day whatever, whatever season.

00:48:18.136 --> 00:48:21.356

<v Doc>Passion is BS, dog. Passion is BS.

00:48:22.316 --> 00:48:27.116

<v Doc>You all, like back before you met your missus, there was another person you

00:48:27.116 --> 00:48:28.476

<v Doc>ain't allowed to talk about no more.

00:48:28.976 --> 00:48:33.656

<v Doc>But you and Stacey was hiding heavy. Everybody thought y'all was perfect till y'all woke.

00:48:34.856 --> 00:48:38.976

<v Doc>Passion is BS. Purpose is real. Purpose is real.

00:48:39.356 --> 00:48:42.956

<v Doc>All right, let's go back to this. so uh noma

00:48:42.956 --> 00:48:45.936

<v Doc>said i tried doing the widget for the last week chat uh

00:48:45.936 --> 00:48:49.156

<v Doc>is there a website you recommend um i can't

00:48:49.156 --> 00:48:51.816

<v Doc>really get into that in the flow podcast because that's not what this

00:48:51.816 --> 00:48:56.016

<v Doc>podcast is for but we got tons of videos on how to do it just go to the ecamm

00:48:56.016 --> 00:49:00.876

<v Doc>channel and search ecamm and widget that's it like there's tons there's legit

00:49:00.876 --> 00:49:06.696

<v Doc>tons but um yeah i don't i also don't put the chat on screen because that's

00:49:06.696 --> 00:49:09.296

<v Doc>asking for danger. YouTube doesn't like that very well.

00:49:09.976 --> 00:49:13.656

<v Doc>So, but yeah, you do you. If you like that, knock yourself out.

00:49:14.836 --> 00:49:19.296

<v Doc>I don't recommend it. It's a very dangerous situation. It can get your channel banned.

00:49:19.476 --> 00:49:23.256

<v Doc>I've watched channels of 80,000 subscribers taken off the air because somebody

00:49:23.256 --> 00:49:26.336

<v Doc>says something stupid in the on-screen chat and it wasn't them.

00:49:26.476 --> 00:49:30.136

<v Doc>It was a viewer and was a bot and they still got their channel banned.

00:49:30.296 --> 00:49:31.996

<v Doc>So yeah, it's not, it's not really worth it.

00:49:32.476 --> 00:49:35.256

<v Doc>You have to know your audience really, really well.

00:49:35.556 --> 00:49:44.556

<v Doc>Okay. So the last thing is think about ways that you can build evergreen content.

00:49:45.456 --> 00:49:49.196

<v Doc>And again, this is one of those ones where.

00:49:50.817 --> 00:49:56.757

<v Doc>AI is really good for helping you brainstorm. I think what people do is I've done it.

00:49:57.057 --> 00:49:59.177

<v Doc>I think a matter of fact, I've even showed you how to do it.

00:49:59.637 --> 00:50:05.257

<v Doc>People use AI to be like, yo, give me the next 10 topics for this video.

00:50:06.057 --> 00:50:09.537

<v Doc>And it will give you that. And then you go try to run that because those are

00:50:09.537 --> 00:50:13.997

<v Doc>good topic ideas. But those ideas might not mean anything to you directly.

00:50:14.977 --> 00:50:20.457

<v Doc>What you want to say is, okay, we're going to go through a process.

00:50:21.057 --> 00:50:26.357

<v Doc>I want you to ask me a bunch of questions to see what's top of mind to me about

00:50:26.357 --> 00:50:27.417

<v Doc>this particular subject.

00:50:28.537 --> 00:50:31.537

<v Doc>And it will ask you the question. This is why voice works better than typing.

00:50:31.957 --> 00:50:34.477

<v Doc>Okay. So it's going to ask you a bunch of questions. It's like,

00:50:34.557 --> 00:50:37.717

<v Doc>okay, now formulas, formula, formulate those into a list.

00:50:38.397 --> 00:50:41.757

<v Doc>And then let's pluck these off one by one and let's go deeper.

00:50:42.297 --> 00:50:47.557

<v Doc>And so it's going to be like, okay, so you want to talk about how I'm going

00:50:47.557 --> 00:50:51.717

<v Doc>to use, um, analyzing news is, um, Question again.

00:50:52.717 --> 00:50:58.217

<v Doc>You want to talk, we'll make a video about how people are getting tired of the,

00:50:58.217 --> 00:51:02.997

<v Doc>the, the pointless AI videos and they're looking for more connectivity.

00:51:03.997 --> 00:51:08.137

<v Doc>Help me dive into this episode a little deeper. So interview me questions to

00:51:08.137 --> 00:51:11.137

<v Doc>make sure you're getting my viewpoint, my feelings, my understandings,

00:51:11.137 --> 00:51:15.437

<v Doc>and then see if we can together come up with a solution that we can offer the people.

00:51:15.597 --> 00:51:18.497

<v Doc>And then some advice that's going to allow them to take some action

00:51:18.497 --> 00:51:22.517

<v Doc>and take away so it doesn't just turn into a bitch session juniper's

00:51:22.517 --> 00:51:26.557

<v Doc>like bet i got you here's your first question what specifically

00:51:26.557 --> 00:51:29.917

<v Doc>about ai do you feel is

00:51:29.917 --> 00:51:32.577

<v Doc>starting to get on people's nerves and i'm like i don't know

00:51:32.577 --> 00:51:36.517

<v Doc>about people but if me and paul hear that one dude like this man's a genius

00:51:36.517 --> 00:51:42.277

<v Doc>we want to throw the phone across the room i just made paul flinch just now

00:51:42.277 --> 00:51:45.717

<v Doc>paul was like because he heard that voice because yo that one drives me nuts

00:51:45.717 --> 00:51:49.657

<v Doc>and me and paul are on the same page about that one this guy's a genius look

00:51:49.657 --> 00:51:52.057

<v Doc>at him he put flour in the flour pot.

00:51:54.346 --> 00:52:00.166

<v Doc>Okay. Look, this man drilled a hole in the water bottle and squeezed water out.

00:52:01.566 --> 00:52:06.626

<v Doc>What? You got to see these. You got to see these on TikTok and IG.

00:52:06.966 --> 00:52:09.406

<v Doc>It's starting to leak into YouTube right now. Oh my God.

00:52:09.846 --> 00:52:13.666

<v Doc>Kills me. Kills me. This person didn't have a pair of pliers.

00:52:13.906 --> 00:52:19.006

<v Doc>So they put a nail in a screw and some duct tape and they twirled it and a screw

00:52:19.006 --> 00:52:21.346

<v Doc>came out. It was like, no, I didn't. Shut up.

00:52:22.186 --> 00:52:28.906

<v Doc>Anyway. So yeah, it's, it's, it's kind of like this, right? It's kind of like this.

00:52:29.946 --> 00:52:37.966

<v Doc>And if you can have a conversation, have it ask you to go deeper on stuff,

00:52:38.326 --> 00:52:43.886

<v Doc>have it help you take the things that you then said and formulate them into

00:52:43.886 --> 00:52:50.206

<v Doc>an outline and turn that outline into bullet points and then turn those bullet points into a script,

00:52:50.426 --> 00:52:53.826

<v Doc>now it's your script. You wrote it. You just wrote it without one of these.

00:52:55.566 --> 00:52:58.886

<v Doc>As a matter of fact, if more people would write their scripts with one of these

00:52:58.886 --> 00:53:01.586

<v Doc>instead of a keyboard, your videos would come out better.

00:53:02.426 --> 00:53:12.086

<v Doc>Your brain just does something different. There is a level of feeling that you lose when you just...

00:53:14.547 --> 00:53:19.547

<v Doc>Paul hates when I do that. Sorry, Paul. There's a level of feeling that you

00:53:19.547 --> 00:53:22.587

<v Doc>lose from the time it comes out of your brain to your fingertips. You lose it.

00:53:23.447 --> 00:53:27.447

<v Doc>Caleb will back me up on this because they've been doing their writing every day.

00:53:28.507 --> 00:53:34.087

<v Doc>And, yo, you just come out a little bit more creative when you use a pen. Like, who knew?

00:53:34.407 --> 00:53:38.867

<v Doc>Who knew? I'm a hardcore tech advocate. I don't believe the phone is killing your mind.

00:53:39.007 --> 00:53:42.447

<v Doc>I believe that's just an excuse because you no longer want to connect with people

00:53:42.447 --> 00:53:45.727

<v Doc>because you're starting to figure out. what fake folks is really like.

00:53:46.307 --> 00:53:50.707

<v Doc>But I have definitely believed that your brain is a little bit more creative

00:53:50.707 --> 00:53:52.187

<v Doc>when you use a pen and paper.

00:53:52.567 --> 00:53:55.167

<v Doc>And that might just be because I'm a fountain pen nerd.

00:53:56.607 --> 00:54:01.727

<v Doc>Maybe that's why I feel that way, but who cares? Have a conversation with your bot.

00:54:01.907 --> 00:54:06.187

<v Doc>Have a real deal conversation with your bot. Have it help it pull the best in

00:54:06.187 --> 00:54:09.627

<v Doc>you out instead of you trying to pull the best out of it.

00:54:10.127 --> 00:54:13.547

<v Doc>What everybody says is, this is how you get your props. I said it.

00:54:13.547 --> 00:54:17.067

<v Doc>I'm guilty. I am guilty. Take me to jail tomorrow.

00:54:17.507 --> 00:54:21.667

<v Doc>I have told you how to get the best promise out of your bot.

00:54:22.267 --> 00:54:29.267

<v Doc>I am asking you right now to stand up like ludicrous and flip the switch and

00:54:29.267 --> 00:54:32.307

<v Doc>ask the bot how to get the best out of you.

00:54:37.638 --> 00:54:41.858

<v Doc>Take that. Take that. Take that. I see you, Jimmy.

00:54:43.378 --> 00:54:47.358

<v Doc>That is it, dude, family, like for real, like this is going to be the game changer right there.

00:54:47.438 --> 00:54:51.798

<v Doc>If you could flip that and just try it, like have a full conversation with your

00:54:51.798 --> 00:54:55.018

<v Doc>bot, man, ask that bot to get up in there and help you get there.

00:54:55.398 --> 00:54:59.118

<v Doc>That's going to be the win. That is going to be the win. uh

00:54:59.118 --> 00:55:02.018

<v Doc>last question like what are your thoughts on radio radio is done

00:55:02.018 --> 00:55:05.498

<v Doc>i am a 40 year radio veteran and

00:55:05.498 --> 00:55:08.698

<v Doc>modern day radio is done but you

00:55:08.698 --> 00:55:11.818

<v Doc>can bring radio to the youtube and it's

00:55:11.818 --> 00:55:14.758

<v Doc>a it's a way incredible thing most of

00:55:14.758 --> 00:55:17.978

<v Doc>the stations are robot run now it's

00:55:17.978 --> 00:55:20.858

<v Doc>lost that certain flair talk radio is still good

00:55:20.858 --> 00:55:24.918

<v Doc>like i feel like it's there but it's a dying trend uh yeah

00:55:24.918 --> 00:55:27.878

<v Doc>it's just unfortunately they got lazy they tried

00:55:27.878 --> 00:55:31.018

<v Doc>to take the companies like clear channel

00:55:31.018 --> 00:55:38.238

<v Doc>tried to not pay a body in every market to do the morning show and nine times

00:55:38.238 --> 00:55:44.418

<v Doc>out of ten your morning show is nobody from your neighborhood anymore it's somebody

00:55:44.418 --> 00:55:48.418

<v Doc>being piped in by satellite or technically internet.

00:55:49.158 --> 00:55:52.118

<v Doc>But like that is just crushed it and as

00:55:52.118 --> 00:55:55.218

<v Doc>a person who was a long year four decade

00:55:55.218 --> 00:55:58.318

<v Doc>radio jock it pains me it pains

00:55:58.318 --> 00:56:01.298

<v Doc>me it pains me because radio was the bomb dude

00:56:01.298 --> 00:56:07.958

<v Doc>it was a level of connectivity with strangers that yeah kind of the internet

00:56:07.958 --> 00:56:13.138

<v Doc>helped carry it but it wasn't just the internet that crushed it because i was

00:56:13.138 --> 00:56:17.358

<v Doc>in 96 trying to tell my stations why we need to do our stations live on the

00:56:17.358 --> 00:56:20.898

<v Doc>internet instead of just over the terrestrial waves and they fought me.

00:56:22.613 --> 00:56:27.253

<v Doc>They fought me like crazy so my brother and i we built our own underground radio

00:56:27.253 --> 00:56:36.493

<v Doc>station um with the old pc and a whole bunch of k-pop songs and yo we were ice streaming for years,

00:56:37.093 --> 00:56:40.213

<v Doc>when when the only way to listen to ice stream was real player

00:56:40.213 --> 00:56:43.053

<v Doc>and win amp like how that's how old it is

00:56:43.053 --> 00:56:46.093

<v Doc>right you know but uh podcasts eventually came

00:56:46.093 --> 00:56:49.813

<v Doc>with ice cast and shoutcast were podcast is

00:56:49.813 --> 00:56:53.193

<v Doc>basically ice cast and shout cuts fixed up

00:56:53.193 --> 00:56:56.173

<v Doc>so yeah i was into this joint long before it became called

00:56:56.173 --> 00:56:59.253

<v Doc>the podcast yeah super cool

00:56:59.253 --> 00:57:02.133

<v Doc>stuff anyway gang that wraps it up for this show

00:57:02.133 --> 00:57:08.873

<v Doc>i hope we was able to help you figure out like how to just dig deeper don't

00:57:08.873 --> 00:57:15.273

<v Doc>ever be slapped in the face by a video that didn't pop off the way you thought

00:57:15.273 --> 00:57:20.113

<v Doc>it was that's just an opportunity for you to take some Learnings go back and try it again.

00:57:22.633 --> 00:57:27.393

<v Doc>But not doing it. Actually, the number one thing that's probably slowing down

00:57:27.393 --> 00:57:29.573

<v Doc>growth is too much time between videos.

00:57:30.953 --> 00:57:35.293

<v Doc>Because it gives you too much time to fester and try to change more than one thing at a time.

00:57:35.993 --> 00:57:39.353

<v Doc>If you can stick to keep creating, change one thing at a time,

00:57:39.493 --> 00:57:44.493

<v Doc>get 1% better each time, learn from your mistakes and keep taking swings, you're going to be good.

00:57:45.613 --> 00:57:53.053

<v Doc>You cannot hit 100 free throws with 55 shots,

00:57:54.413 --> 00:58:01.333

<v Doc>you might be able to hit 103 free throws with 1000 shots that makes you a 10%

00:58:01.333 --> 00:58:06.093

<v Doc>shooter but you still hit it now I'm going to give you one last take away.

00:58:08.984 --> 00:58:16.624

<v Doc>There's this idea that somebody that you like is more talented than you.

00:58:17.644 --> 00:58:24.204

<v Doc>And all that means is they learned how to do what it is you're trying to do faster than you.

00:58:25.564 --> 00:58:29.024

<v Doc>Nobody is born with it. It ain't Mable Lee.

00:58:31.484 --> 00:58:38.344

<v Doc>They swung more times. Or they're just a more accurate swinger.

00:58:40.644 --> 00:58:48.584

<v Doc>But even an untalented person per se can catch up to the talented person with more practice.

00:58:49.224 --> 00:58:54.124

<v Doc>And then what normally happens, the person that did it through practice becomes

00:58:54.124 --> 00:58:57.264

<v Doc>better because they know what to do when something goes wrong.

00:58:58.344 --> 00:59:02.884

<v Doc>The person who had the benefit of like, you know, hitting a bunch of swishes,

00:59:03.064 --> 00:59:04.404

<v Doc>they can't replicate that.

00:59:05.664 --> 00:59:11.544

<v Doc>You know what I mean? this is why whenever they do those amateur versus the

00:59:11.544 --> 00:59:16.364

<v Doc>pro three-point shot contests every once in a while the amateur dude gets it

00:59:16.364 --> 00:59:18.464

<v Doc>but that dude could not do it every week,

00:59:19.924 --> 00:59:29.644

<v Doc>whereas somebody like steph automatic jt automatic white automatic brown automatic,

00:59:30.564 --> 00:59:37.284

<v Doc>you know what I'm saying like Luca automatic because Luca probably it's season coming up,

00:59:38.104 --> 00:59:42.684

<v Doc>Luca but is out here taking free throws and three-pointers today as we speak

00:59:42.684 --> 00:59:46.484

<v Doc>he's somewhere shooting I bet

00:59:46.484 --> 00:59:50.544

<v Doc>you go to his Instagram I bet you he's somewhere right now taking shots.

00:59:55.571 --> 00:59:59.751

<v Doc>Luke is still trash, but he's somewhere taking shots. Go Celtics.

01:00:00.371 --> 01:00:06.071

<v Doc>This show and every version of the flow is brought to you by Shure Microphones.

01:00:06.691 --> 01:00:11.691

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01:00:49.031 --> 01:00:51.091

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01:00:51.871 --> 01:00:55.191

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<v Doc>Now, you know what we say around here. Flow Riders!