5 Dead Simple Business Ideas You Can Start With A FB Ad | ft. George Mack

0:00By the way, you know how I know this is a great episode because I feel like I need to get off this and go do these ideas right now. Like, I don't even want to finish this episode. I want to go do one of these things right now. That's how I know this is a banger. I feel like I can rule the world. I know I could be what I want to. I put my all in it like no days off. On the road, let's travel never looking back. Have you guys ever heard this idea that the Australian accent is just drunk English accent? Because like Australia was populated by all like the criminals or the drunkards from Eglid and that the accent in Australia is just a drunk London guy.

0:37Still far off. There's a great Paul Graham blog post that I don't know if you guys have read called Cities. I think it's called Cities and Ambition. And he has this concept in it. He says that every city whispers something to you. Every city is whispering something. So he's like, you know, maybe it's in LA, right? The whisper that's there for you is, you know, become somebody, right? become sort of known, become a power player, a famous person, basically. You're not famous enough. And in Silicon Valley, he says the whisper is you're not ambitious enough because the status symbol here is not who's the most beautiful or the most famous or even the most rich, to be honest.

1:15The status symbol is who's doing the big mission here. The AI guys now, they're the highest status. Even if you have a really amazing... If you're the CEO of Workday and you're like, dude, I got an$80 billion dollar company over here, you're low status compared to the, you know, the guy who's trying to make, you know, the next version of an LLM. And so he says, New York, whisper something. He basically is like, you should think about which cities you want to live in, because that's what's going to get whispered to you all the time. I don't know what it would be for Austin. I'm curious. You guys, Sam, you've lived there.

1:46What's the Austin whisper? The Austin whisper is how do you live a fit life on your own terms, which means like being very balanced so austin is very much a balance so how do you work six hours a week go for walks be with your family wake up early be healthy austin is a place of balance i think george what's the what's the dubai whisper right now is it like uh like you're poor like there's definitely a little bit of that like i never thought i would have ended up being in dubai for a little bit of time but it It was during COVID and the second lockdown came along and I wanted to go to the mountains by myself.

2:27And Chris, my friend from Modern Wisdom said, come to Dubai. And I was like, I grew up reading like Richard Dawkins, Sam Harris, Christopher Hitchens. I'm scared of going to like an Islamic country. And Chris gave me the ultimate reply of don't be a virgin, come. And I went for two weeks, stayed for three years, but it's a very unique, weird, bizarre, fascinating place. That's great. All right, let's jump in. So you knew that we love business ideas. And I'll give you two things. You wrote an intro for yourself. I'm going to read it, but I think you didn't do it yourself justice. So you said, I'm excited to come on.

3:00You said, I don't have crazy high stakes, huge exits of my business. I'm more of a mom's basement writing ideas online, coming up with weird ideas and essays kind of guy. So I have some ideas, some business ideas and opportunities, but I have a lot of philosophies and frameworks. I think that's great. You also didn't do yourself full justice. You have a great marketing agency, so you have a successful business there. Also, you're not just a kid in a basement writing essays. You're a kid in a basement writing essays that get read by everybody from Joe Schmo to Elon Musk. Elon's been retweeting you a lot lately, and I think that's a good sign, bro.

3:35You've made it. I appreciate that. You're killing the British syndrome out of me, so I do appreciate that. What happens when Elon retweets you, by the way? Do you get a lot of traffic? Yeah, I get quite a lot of traffic. I mean, the one thing I did notice of I've reached like hundreds of millions of people on Twitter and I've never had one DM from a girl. And then Chris Williamson started sharing my videos on Instagram and it changed a little bit. Like it's all men, tech, things on Twitter like that. But yeah, you do get quite a lot of traffic. The notifications bell does start to break a little bit.

4:06All right. So let's start with business ideas. What have you got for us? So what are the opportunities, ideas, little half-baked startups that are in your mind right now? Yeah. So as Sean kind of mentioned, I run the ad professor account. So people might know that on Twitter as well, where we make some of the best ads online. Um, I'm obsessed with from an advertising angle and all my business ideas think of like the advert first, and then I kind of work from that. So the first business idea that I think would be pretty cool that I've always wanted to do, but I've never got around to is essentially, I know you guys love personality tests.

4:43Um, It's quite an easy find out about yourself. Everybody's fascinated by it, even if a lot of it is pseudoscience. And I'll never forget the day I'm in the car with my mom. I hope she don't mind me telling the story. I'm in the car with my mom. My dad's there. My brothers are there. My mom's heavily dyslexic. So she doesn't want to do the personality test, but she wants me to read it for her. And then she's answering. So I'm reading out the question of, I don't like to get into arguments. And she'll be like, oh, I heavily disagree. And then me and my dad are like, no, heavily agree. So quickly realize that personality tests are often answers that you want to be true about yourself versus the actual reality.

5:21And this kind of idea of a self-awareness test where the personality test you potentially fill out, but everybody in your close circle, so your wife, your parents, your business partner fills out and you have a note there. Reason why I like this idea is it's a little bit of a lot of palooza. you've got one stacking on personality tests that have always worked, but two, the social graph effect, and then three, the advert angle of being able to run adverts directly on find out what your wife thinks about you. The question I would have is, is it a vitamin business? You like it? This is a great idea.

5:54I've been talking about tests like this. I have like a notebook of like, what's the new IQ test? The five love languages test. And I've been really fascinated. could you run a Facebook ad funnel to one of these businesses? Because I think most of the people who do this, they do like a book funnel, which is like the slowest old way of doing things. They write a great book about the love languages thing. And then in it, like StrengthsFinders, they write a book and then in it, they give you like a code or whatever to go take the test and you go pay for the test. But I love this for the reason you just described, the viral factor.

6:29Can I tell you a story of why I think this might work? So when I first moved to Silicon Valley, I worked for this guy, Michael Birch, and he had built a social network called Bebo that he sold for$850 million. But before he built Bebo, he built a social network called Ringo. That was the same exact thing as Bebo, but just like 12 months earlier that he sold for like two or three million dollars. and what he did was he built Ringo it started to grow he couldn't keep up with the server costs at the time there was no Facebook he didn't know how social networks were ever going to make money so he was at a meetup and a guy offered him like 4 million bucks for it and he's like done then he worked for that guy and they had a quiz company called Tickle and Tickle was basically like it started out more on the Myers-Briggs intellectual tests then it became everything then it became what breed of dog are you And it turns out what breed of dog are you was way more viral than like, what is your life passion supposed to be?

7:25Right. There's like harder, more introspective test. People wanted the what dog are you? And so what dog are you went really viral. They sold tickle for a hundred million dollars to monster. So he was like, holy shit. Quizzes are this amazing viral thing because people want, like you said, their favorite subject is themselves. Then they're curious to know the answer. Where do I land? and then when they're done, they post or they share where they landed and other people say, ooh, that's what you are, I wonder what I am and they go take it as well. So the only difference he made between Ringo, the thing that was growing kind of fast and sold for 4 million and Bebo, which grew really fast, a million users in nine days, the first nine days, the only change he made was that when he launched Bebo, it was a copy-paste of Ringo but with one difference.

8:11Instead of filling out a profile, you just started off with a personality quiz which was the best, I think it was called the best friend test. It was how well do you know me? So you would answer questions about yourself and then other people would try to, and you would say, you would send it to your friends and be like, see how well you know me. And then it would show you who knows you the best and you would kind of compete. And when, after they would fill yours out, like I'm guessing how well I know you, then I would fill my own out and I would send it back to you. And so it went super viral off this one mechanism.

8:37And so the thing you described, I think would work really well because it is a, how well do you know me? But your version was how well do I know myself. But I think the real question there actually is, what do other people think about me? Which is probably the biggest question that I have is what do other people think about me? And can I anonymously find that information out? So Sean, do you remember like six episodes ago, you were talking about going to Victoria and how someone said they did this like Jack Skeen. Yeah, they did this like executive coaching thing where you do a quiz and it tells you about yourself.

9:13So I loved that. And turns out with Hampton, we have access to thousands of executives. And so we were thinking about, should we integrate this? And so we're currently testing it actually with like three or four customers where what we've done is we've created a quiz, like you've described, George, where it talks about like whatever you're asking your mother, like these questions of like, what's your opinion of yourself for these questions? and then you actually send it to 20 different co-workers, wife, husband, whatever. And then you get the results and we have put together this presentation to help you improve and maybe it's a product that we can charge thousands of dollars for.

9:52George, do you know about this? The thing we're talking about? Have you ever heard about this? No. So this guy basically does this for executives and it's like a 360, basically brutal honesty punch in the face. So that's the idea. is like he charges, I think, like 30 grand for this. You pay$30 ,000 to take this test. And what they do is they go interview. It's not just a quiz. They go and actually like sit down, talk, interview your wife, your business partner, your people who manage you, people who you manage, all this stuff. And they then come back to you with like, here's like the truth. Here's where you're amazing.

10:26Here's maybe where you rub people the wrong way. And here's, you know, something that's, you know, whatever. They give you that feedback. I don't know how great it is, but the two people I know who have done it were both like, yeah, this was massive for me. Now, they were both also in that phase where they sold their company for hundreds of millions of dollars and needed a little bit of direction and purpose and wanted to indulge. It's a luxury item. They are a thirsty person asking for water. Yeah, exactly. But hey, Hampton is a group of thirsty people asking for water. So Sam, my prediction is I think you will either double or triple the lifetime value of your customers if you integrate this thing.

11:01I think that is a genius idea, Sam. So George, you got any more tips for me? So people, what I like about this is it rides a few societal memes as well. You've seen the gurus on Instagram chat about self-awareness, but what does that actually mean? And what, show me where that grows corn and what does self-awareness actually mean? Whereas this, it's a quite a bit of a practical way of seizing self-awareness. And I remember there's a line from Daniel Kahneman who wrote Thinking Fast and Slow. So he's the ultimate cognitive behavioral researcher, Nobel prize winner. Every cognitive bias you can think of came largely downstream of Daniel Kahneman.

11:41He's the godfather. And his overwhelming lesson was that essentially all that research taught him nothing. And the only thing it taught him was it's much easier to see mistakes in other people than to see it in yourself. And this is that kind of idea, right? That other people, we don't notice we have bad breath, but other people can realize within seconds. we don't realize we're dating the wrong partner till 20 years and horrific divorce but your best friend sees it in two minutes so there is something about when your ego is removed from it and other people see things a lot clearer than you can wasn't his other takeaway was that he was like at the end of his life he was like oh i was i think i was wrong i think i think a bunch of this research uh he like did this book and it was amazing and he goes i think we got a lot wrong about that uh Is that true?

12:27Is that what happened? Is that what happened, George? It was something like that, where he was like, you know, we said these five theories, and these three, I think, actually are wrong. There's a few he definitely got wrong, and there's a few funny ones of where he talks about planning fallacy, and even knowing planning fallacy doesn't prevent planning fallacy. So even the guys that came up with the idea of planning fallacy, when they were putting in research of how do we teach planning fallacy to kids at schools or to any curriculum, they even they underestimated how long it would take for the curriculum or planning fallacy itself.

13:01So just because you know the cognitive biases doesn't mean you can escape them. What is that? What's the planning fallacy? The planning fallacy is this idea that if you say I'm going to achieve X within a month, it will probably take two months. and no matter how long and even being aware of the planning quality doesn't prevent it from not happening so you constantly it takes three times as long as you think it will and cost twice as much which is interesting when you read elon's biography i wonder if that's one of the reasons why he just always sets absolutely absurd deadlines because he knows that even with that factor in it's still going to be later than you well that that's what i was going to ask you so is the way to fix that that you make stupidly ambitious goals and then like if it's where you shoot for the stars and if you miss you land on the moon type of vibe i that's what he does i think there's definitely something to that but i wonder if you can actually bullshit yourself to that level i don't know yeah the other i think the other way to do it is you burn the boat so you make it where it has to get done there is no way for it to spill over like it's not physically possible because that's when you know the sort of the remarkable things happen right like you know it's when he runs out of money and the last rocket has to take off it can't explode like the like the previous three that's the rocket that actually went because he's actually out of money at that point there is no there is no other way and i think this where there's a lot of remarkable stories of people in sort of like when they're actually backed into a corner and there's no out that's when they're able to perform the miraculous they're able to do what what seemingly couldn't have been done before you said something interesting i want to go back to real quick you said when i think about businesses i start with the advert which is the ad and you work backwards to the business.

14:34So explain that more because I think it's really smart. What do you mean by that? Or maybe what's an example of that? I've helped so many founders with their advertising and the amount of them will spend years on their idea and then realize there's no distribution for this thing. It just isn't distributed native. So I always think from the compression algorithm, I know we spoke about this, Sean, of like a sticky idea, which is essentially all adverts, like good adverts themselves are a sticky idea, which is essentially the following algorithm of total amounts of emotion times number of people that can understand it.

15:16And that is what makes ultimately a good advert. And if I can't compress it down, because people talk about an elevator pitch, it's almost like the ad pitch, right? Can you compress this thing down to person who doesn't give a fuck about you scrolling in their feed um and then immediately going i'm going to give money towards this that two second snapshot and i think if you can't compress that down it needs it needs more work you uh you have an idea on here and the sentence that you're going to reply with when i ask what your second idea is is it's just the most ridiculous sentence that will ever be said on this podcast so what's that one yeah two sean already knows me quite well so he knows i'm an absolute weirdo sam but obviously first impressions today i'm ruining it for you um i love weirdos you're this is great this is exactly what i'm about so sex is going to potentially die as a reproductive mechanism so if we just go through the history of sex so if you could imagine a chart of sex to baby ratio from like the 1500s so you had the first official condom that came in in 1855 there's talk that it was actually in the 1500s people using animal parts but i'd be a condom as we know it the condom as we know it now like a sheep intestine yeah now that's a drop shipping store right there right um and uh then the morning after pill came in the 1920s and then full effect in like the 1970s so if you can imagine number of times having sex to baby it's going like this with time.

16:47It's completely plummeting. What I think is looking more and more likely with, and another, we talk about advert first approach. I think you spoke about this before, Sean, when you look at different technologies coming in. So you've obviously got IVF, you've got biobanks with lots of genetic data. You've got phenotype tests, genotype tests. I think you're already seeing this with my friend, Jonathan has a company that they're going to be launching probably around about next year. The essentially, particularly for wealthy people, and I think it will trickle down society, where you have 10 embryos, and they can basically map now, okay, if you want to avoid diabetes, Crohn's disease, cancer, etc., we recommend this embryo selection.

17:30And then obviously, it's going to probably get weirder with time, whether that's height, eye color, IQ, things like that. So we're really on the precipice of this, and all you're going to need is a few people with being able to crunch the data, and it's going to be a wild couple of years. So that's actually pretty convincing because Sam's right. When I read this, you said we're one of the last generations to be created via sex. I was like, I don't know what the hell he's talking about. Yeah. Testing babies. And then, but when you just made that case, I got to admit, it went from George's nuts to, oh, he's right.

18:04Which is basically that like, we already have the tech now to basically have a baby, to create a baby without having sex. Cool. IVF does that all the time. And then when you say, well what's the benefit the benefit is selection right so first it's de-selection of you know horrible diseases who can argue against that then you have pro selection which is do you want the blue-eyed smarter what taller like what do you want right the higher likelihood chance right and let's say let's say that science is making that more and more possible over time seems like that's where the puck is going at that point are you going to be the parent who's like nah i'm crap shooting it.

18:40I'm just rolling the dice. I'm just going to go do the animal way. We're going to in and out this burger animal style. We're just going to go do it and then whatever happens happens. Whereas all your friends and neighbors are the ones hand-picking best babies out of test tubes to say, we want the embryo that's going to be the healthiest, the most set up to thrive. It seems like you're at a disadvantage if you're going to go choose the old school way. It's driving stick when the world moves to automatic when when i read the sentence george i was like when george george is gonna love the earth when it comes back down to reality like once he once he leaves the mars it comes back you're gonna love earth it's great we have water yeah but then i realized hey guess what i had my child via ibf so i wasn't gonna say it but sam you did this exactly what you are describing i did my friend yeah oh there we go and it listen we did it because there's a gene that runs in uh in our blood that we didn't want to pass on and we did it we all we mission accomplished we eliminated that gene we got rid of the target too sexy gene dude yeah you got rid of that damn being beautiful has caused too many problems for you yeah we wanted our kids to be 5 '8 and it worked.

19:59And so, yeah, I did exactly the thing that you're talking about. I'm going to get rid of the British self-doubt. I think, I guess there's two types of people that hear this. There's one type that goes, this is really weird. Why would anybody ever do this? And the second type goes, oh my God, I've been so worried about this family hereditary condition for so, so long, of course. So the first people, if you actually hear that and think that you're probably quite lucky that you don't have it. But anybody who has, like, I've got a few different family chronic conditions. And as soon as I heard this, I was like, oh, if I could not see my child go through pain that I've seen other family members go through, whatever money this takes.

20:35Goes back to Sean's point, work backwards from the Facebook ad. Like, are you concerned about ABC, diabetes, Crohn's disease, insert condition, funnel right there. And immediately you can see how you can have very wealthy people paying a lot of money for that. And with time, the unit of economics will go down further and further. And it also makes sense because people are waiting. like I've got so many friends who are in their 30s late 30s and they're wanting to have their first kid uh because like they're yuppies and they focus on career for a long time and then you get in your late 30s and you're like shit my parts aren't working as they're supposed to like I could use a little help to to like make this happen it's so so calm so much more common than I ever thought so yeah funny story so we were doing the podcast with somebody who's super super wealthy like a billionaire and before we did the pod I wanted to meet the person so I went to their house, hung out with them, got to know them a little bit.

21:26Ben was with me. And we, so we hung out. It was great. We had a long conversation about a bunch of different subjects, business, tech, life, blah, blah, blah. And somewhere along the way, this person was like, they mentioned, oh yeah, we, you know, I have this many kids and I'm expecting, we're expecting our next one. We're like, oh, congratulations. So anyways, we leave. And so when we're leaving the house, we say bye to everybody, meet the family, say bye. And afterwards I'm like, Ben, so what's the, what were your big like notes? What were your takeaways? What did we learn? Wow. We just got this amazing access to this person.

21:53None of this was recorded, but like we can learn from this. What did we learn? And I had like all these like business nuggets. Like, oh, he mentioned this growth tactic. Oh, he said this was the reason why that thing succeeded. And Ben goes, I looked at his notes. He goes, oh, I found the ultimate luxury item. I was like, well, like his car or what are you talking about? And because he had showed us his garage of cool cars. And he's like, no surrogate i was like what because when we were walking out we saw his wife and he said like we're expecting a baby next month but his wife is not nine months pregnant he's like that's amazing he's like that has got to be he's like right that's got to be the ultimate luxury item it's like you don't have to go through like this like incredible body you know experience to to to carry and then birth this baby that's the ultimate luxury and so i started laughing at that and I thought he's kind of right I think there is like a I so disagree with you on that you disagree that what that it's a luxury item yeah I think it's everybody wants it no I think I don't want I mean look it's a bunch of dudes talking about shit that we ain't gonna experience but like dude I could barely form a sentence I called it a body transformation yeah I got three kids and I still don't really understand what's going on yeah but no I think that's like a necessary thing to go through in order to bond with your with your kid so I don't do it as the ultimate that's like saying if you're adopted you're not going to have a bond I think there's a lot of nuance to that but George what do you think I mean I like these things because I don't have to be more virginity tell me your opinion on what we should do with women's bodies yeah put me on the spot there okay I'll give you like a different angle to this so my wife wanted to deliver naturally so no medication no nothing and I was like are you nuts why are you trying to do this the hard way She's like, no, that's what I want to do.

23:41So we went to this birthing class, giving birth the natural way. By far the most like scarred into my brain, you know, three hours I've ever been in. And one of the things that I raised my hand at one point, because it's like 90 minutes in and they're just describing what seems like voluntary torture. And I'm like, hey, I just got to ask, like, is this what most people do? Or and she's like, no, no, like I think she said 80 something percent, 85 percent of people choose an epidural. and I was like makes sense to me and epidural is also kind of a new newer technology right like so for you know hundreds of years there was no self-saving as an epidural but once you had the option to have a baby that was without you know being able to feel all of the pain and the delivery and the labor obviously a lot of people opted into that and so there's a whole bunch of like birth businesses that are like you know the epidural is a birth business like after we had our baby they're like do you want to freeze the cord blood and like eat the placenta and I was like I don't know what you're talking about but like no to the eating freezing.

24:39What's that for? They're like, well, if your kid ever has a thing and they need a stem cells, this is like super rich thing of stem cells. I'm like, cool. So how does this work? And they go, well, we're going to take the cord right when the baby's born and this might save your baby's life someday, but we're just going to freeze it and you're going to pay us a couple thousand dollars now and then like$500 a year for now until the end of time. And I was like, okay, yes, but also how do I go buy one of these businesses? because it's the most incredible business I've ever heard of. You're playing on parents' fear at a time when all of their love endorphins are kicking up and they're like, okay, my purpose in life is to protect this baby.

25:14And then it's a set it and forget it, you know, tens of thousand dollars subscription for a thing that you're just going to, the ultimate insurance policy for your kid. That has to be the best business I've ever heard of. That's good. So if anyone has one of those out there, I'm still looking to buy them. I've never seen one for sale, which I think is another signal that it's a very good business. 100 % What's a selling eyes is art thing Yeah so this is one thing I noticed whilst I was traveling around Europe Have you guys seen this store? Let me pull it up How old are you George? I'm 30, just turned 30 You got good energy This is called an indicator of interest from Sam When Sam starts to ask Sup So before we do that let's talk And then you pass the first 20 minutes of the pod where it's like, does this person have anything interesting to say?

26:09To now like, wait, I need more of this guy in my life. The second a British guy says whilst, I'm like, you have my attention. That's my favorite word. Oh, my days. Well, can you guys see this? So for the people who are listening, your eye for art. So in Amsterdam right now, I walk past the store. I walk past the store and in the outside of the store, there's this thing where you kind of lean into a telescope and reflecting back from the telescope is your eye. And what's fascinating, I've got relatively nice eyes. I don't get many compliments on them, blue eyes. You can say that again, George. There you go.

26:50Are you going to get me blushing too much, Sam? So you then have certain friends of yours that are probably beautiful eyes. They get compliments all the time. What's actually fascinating, similar to the personality test. When you zoom into someone's eye, even if they've got the ugliest eyes in the world, they're beautiful. So like my eye, I was like, wow, this is incredible. You can even do it where couples partner their eyes. And this is one of the fastest growing companies out of Europe right now. It's growing really, really fast. Did you do this? I did do it, yeah. Me and my girlfriend got the eyes scanned.

27:21Is it like on the wall behind you? Where is it at? No, no, no. It's not on the wall behind me. I'm getting it my mom as a gift. Is it a print or digital? What do they do? What do they give you? You can print it and then you can do like big blow ups on the wall. And they charge quite a lot for these things. It's like 200 to 300 quid. And the reason why you like this is because you're all about distribution and you were walking down the street. You saw the storefront. You can look into this thing and they show you a picture of it and then you pay money to buy it. And you said the idea is emotion times market, right?

27:51So this is everybody's the market and the emotion I think is pretty strong in this. Yeah, it's so personalized to them and it looks beautiful. dude and you can buy like you can buy like a necklace or a ring or something of your wife's like eye print correct this is awesome there's probably no repeat purchase here but this is awesome as a one-time thing and it's so much more beautiful even if you think you've got boring eyes when they zoom into that level it's like seeing the universe you go oh my god this is its own mini universe inside of me i notice on their landing page they don't have very many uh you know boring black guys like mine so uh it's all like beautiful greens and blues and hazels i think you'd be surprised i think you'd be surprised to quit brennan's job like i think when you get under that it's crazy well i i'm definitely curious like i definitely would want to do this if this was around me i would definitely want to do it i would certainly do it with my wife or my kids uh because it's just like a thoughtful it's a thoughtful cool thing rather than like you know same old same old so one of the innovations i'd like to see is could you distribute this online so with smartphone cameras getting better and better is there a bit ability and like ai scanning images there's something there or is it that you send a little device that sits on their camera that gives even more definition so they could do it at home and all of a sudden you can imagine the advert first of oh dude if you could do this with an iphone how beautiful your eyes are global market.

29:14I'm going to send this to somebody to try to make this. Dude, this is awesome. I just texted this to my wife. I said, hey, let's go. To Europe? This is awesome. No, they have a New York location. If you click find gallery, they have galleries all over the world. So George, you said this business is doing well. What do you know about them? Doing really well. From when I went into the store, I was like, this ticks all my boxes. Like the Lollipolo effect right here is ticking all my boxes. And they said it's like one of the fastest growing startups in um america they opened 150 locations last year or something like that so it's growing like bananas you guys want to hear something so the other day um have you guys seen this it's mostly women um and it's this thing on tiktok where you go to this place and they hold up colors to your face and they tell you your color palette yeah what's that called color scale or color grade or like so it's like it's like a noun where it's like hey what's your blank uh i I forget what it's called.