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

23:48and then i think if you expand it like we have a couple products in the in the top 10 can you talk about what your products are which products can you talk about yeah yeah i mean like a really good example is are we gatekeeping here or are you no no i don't i mean i i yap about stuff on instagram all the time so uh evil goods has been a really good case study of beef tallow in the you know skincare section how'd you decide to do beef tallow that was an that was an investment And so one of our students or whatever, like saw that category as similar to longevity, like, okay, holistic wellness is obviously becoming huge.

24:21People don't like toxic skincare. This seems to have some good supporting. Like it has this like grassroots Twitter movement. Let's bet on that. And so, you know, that's what we did. And pretty much whenever you see the ability to market to fear, like that big pharma or whatever it might be, or insecurities from an individual. Microplastics. Yeah. whatever that that that will do well on this platform like just just period because people feel like they're learning something and so it checked all those boxes he came out with a crazy aggressive name evil goods is like um you know we'll see because that could disrupt the ability to like go to retail and stuff like that but at the same time liquid death yeah yeah so it could be a liquid death exactly exactly so hopefully plan to flag on that but this thing has gone just nuclear.

25:06What's your Cologne brand? Top Shelf. And so this ties back to my thesis that massive industries are overturned in these eras. I want Top Shelf. It's like a passion project of mine, but I want to build a creed for Gen Z, a creed-like fragrance. And it presents the opportunity to do that. So the way that Cologne, I don't know much about Cologne, but it seems like it's kind of luxury, sold through retail traditionally, super high margin, like crazy margins. It's basically water and a little bit of essential oil or whatever. And so how do you sell that? How do you make a popular, how did you make a popular Cologne brand?

25:48And can you say like revenue wise what that's going to do this year? We've been doing close to a million bucks a month. So it's been, but it's a unique challenge for me that I like. This ties back to, I mean, seriously, everyone in this world, if you're venturing into it, Pick something you like and see some area of disruption and make stuff for yourself. Like that's really what I see. And as I've gravitated more towards, you know, we talked about offline, but I like high fashion. I like design. And so this seems like the perfect segue for me to go from consumable to something that can play in that world, right?

26:19Fashion, culture. Yeah, exactly. Exactly. And so like Creed is relevant at like these big fragrance houses are relevant in Paris and stuff like that. and so for me it's been a i know it's luxury because i've never heard of what you're saying must be must be good have you seen creed or no you probably see a creed eventus it's like a you know popular fragrance that sells for 250 dollars a bottle and so when i'm seeing that i'm going i can there's a lot of margin for let's walk through it so you're like all right i want to go into cologne you get it made how where'd you go to make it so i had to hire a he's like he calls himself a professional nose you know and has been like designing fragrances for god knows how long okay so i'm learning just google this guy or how'd you find him um relationship through our other business partner he had done skincare before and this guy was like a known guy in the industry charges an arm and a leg made one good product don't think i like it right so i'm like how can we build this out internally and i've learned more about the industry like what you know what smells actually fascinating like like how it makes people feel what's fascinating about it just all the different, you know, mechanisms and mixes and like, like you go to Abercrombie, you know, exactly what it smells like.

27:30It's like, it can be a signature of branding. It can be a signature of a, of a person, you know, like probably like the least used sense in marketing. So a thousand percent. But do you think about like a fresh pair of Nikes like that? That's intentional. Right. And like new car smell, new car smell. And, and, and, uh, so it's just been a fun avenue to learn more. And I'm far from a expert in it, just to be honest, like we have the one product we're moving well with and then we're trying to build out oh wait so tell me so you say you went to the nose nose makes something for you that's what you use or you say you didn't like it so he actually made us eight different samples we we chose the one he wanted to use we blow it up we did 700 grand our first month it just gets murdered with bad reviews people hate it like hate it and so now all of a sudden i got you liked it or no no yeah okay you yourself were like one star yeah And I'm kind of, I didn't hate it.

28:20I didn't hate it, but I wasn't like, oh, I would, I would wear this. And, um, and, and at the time with genius, I was really big on making products for yourself and like being all in on that. And then we have all these things going nuclear and some like money, right? Where's the money? $90 bottle. I'm trying to make something for myself, but this time it's money instead of a product. And, uh, and honestly, I blew up in my face a little bit. And so we revamped on the second one and had a, you know, it's a, it's a winner. And like, it was very methodical. And so that's the one doing like a million bucks a month.

28:50But before he made a billion a month, it must've made a dollar a month. So how did it, what did you do initially to get that to work? So you go to the creators. That was the nice part. The first fragrance, we got the playbook, like the angles that worked and. So good marketing, bad product. Yeah, exactly. So what was the angles that work? Give us an example for that. That's another one. It's huge in this Gen Z era. And I don't like saying Gen Z actually. It's TikTok person and male. There's a billion users on there. It's a disservice to the app to say it's just Gen Z. Although that's where a lot of these ideas percolate from.

29:26The self-improvement and dating and all these little boxes that this generation is trying to check are hyper-relevant to smell. That's a thing in their world. How do you smell around the girl you're trying to talk to? Very easy fear. What's the name of your thing? It's like Her Loss. Her Loss. Where did that come from? That's genius. it's actually i went through this whole like drake era on my personal brand and he has an album called her loss it's like don't reinvent the wheel he succeeded what would be like a killer hook to sell that cologne they do actual skits so i actually actually one that that worked really well is we had female creators do it and they started calling it like pussy magnet juice if you gotta believe that my boyfriend came home in this or whatever you know and and um really high converting stuff.

30:14There's a story. So I just did a podcast with this guy, Craig Clemons. Do you know Craig? So he... Monster. He told the story of like OG marketing that's super relevant for this. So I'm going to retell it because his episode is going to come out too. But he talks about like one of the greatest headlines he's ever read in marketing. He goes, I have four for you. And the first one he told was he talked about this headline. He goes, here's the story. This guy's a famous marketer. He's one of the best. He's known as one of the best marketers on earth. And this Hollywood actor hits him up and he says, my wife wants to launch her own perfume brand.

30:44Will you come and help us with the marketing of it? So he goes, he meets the wife. Wife says, I want to do this. He goes, say no more. I'll make this happen. And he goes and he starts studying fragrances and he goes to a mall. And you know, the guys at the mall who are like, you know, they had like a make your own fragrance thing or like, you know, you have all these oils, you can mix your own. And he just asked the guy, he goes, what's the number one fragrance that women love? And he goes, oh, sir, easy. China Musk. And he goes, China Musk? He goes, yes, China Musk. It smells good. So he takes it.

31:15And this is like, you know, he's only a couple of weeks in, but he doesn't go back to the Hollywood wife. He sits on it. He's like, I need to make her wait for her to value this. I need to make it feel more important. So after three months, he comes back to her and he goes, I'd like to meet you. I have something for you. She goes, okay, what'd you got? He goes, I've traveled the world. I've tested, you know, thousands of things I've studied. I've talked to everybody and I found it. I found the greatest fragments for you. She smells the China Musk. She's like, this is perfect. In the meantime, he goes to a jeweler and he goes, I need you to make me the fanciest bottle you can come up with for this thing.

31:49It's like this, like whatever, diamond shape or whatever. And so he comes up with this beautiful bottle. He's got China Musk. And then he tells her, we're going to do a launch. And she goes, yeah, we could do it at this like small place. And he goes, no, no, no. We need to do it somewhere bigger. How about the Crown Plaza Hotel? And she's like, that's huge. We would need a few thousand people to show up. He goes, that's my job. So she begs the bet. She books the hotel. And she's like, you better not embarrass me. So he goes home. He's like, I got to figure out a way to get thousands of people to come to this grand launch.

32:20And he goes home and he writes this headline that says, wife of famous Hollywood star swears under oath that her new perfume does not contain illegal sexual stimulants. and he goes she is and then the sub the sub is he's like um to prove its safety and that it is not made of not not uh not what people are claiming she is doing a live testing where she will prove without a shadow of a doubt um that this uh that this fragrance works and is safe um at the crown plaza hotel on this date and like 10 000 people show up to this thing it's like pack. He hires like armed security guards to walk in with handcuffs to a briefcase that contains the perfume.

33:05So people see them walking in. They're like, holy shit, what is this thing that's being presented in this way? And there's this whole story and it ends up becoming this bestseller. And he's like that headline, but he's like, you know, he broke down the elements. He's like, wife of Hollywood star, CuriosityGap, which Hollywood star swears under oath, right? That's kind of like the conspiracy, the seriousness, the drama, the stakes of the situation. And then doesn't contain sexual stimulants. So like, how good is it? People think it's so good it should be illegal. And, you know, evil goods or the stuff you're talking about with like your cologne is like hits those same notes.

33:39Now that was back in the, I don't know, like the 70s or something like that. It was a long time ago, but same playbook, just redone today in 2025. And then Craig took it and put it in Facebook ads and I'm taking it and putting it on TikTok. Quick side note too, for anyone, I know there's like a vast internet world of gurus and people that talk about stuff. and if a guru or like talking head in the marketing space doesn't know craig they're not really like tapped in simple test yeah like it's actually a simple very like anyone that like i don't know craig personally i don't know if he knows me but i know that operation is run like fucking skunk works yeah and like he is he has popularized a lot of things like actually that framework has been seen on a facebook ad from him that his name's not you know that he's you don't you don't know him yeah exactly he's a madman uh-huh um what else could you show me so give me a couple other stories that you think are pretty badass that we should know about the stuff that's working on tiktok underbrush gum is another example of really startup scrappy entrepreneur that's doing millions a month now who makes this gum himself and they they built their own factory and he's had a crazy rush over the last month but uh like like brands will go like this and then down and you got to find the new angles right like this that trump video i just showed you will work for a month and then it'll go away underbrush just hit a huge one this last month playing into tiktok's going away my small family business is going to get crushed and it was the founder doing like some asmr video of like how he's making it right while talking about that yeah well no and then he just gave that out and then the army picked it up and all put their own play on it gotcha so it was the same angle over and over again with different voices and you know So I'm claiming this their business, but that did millions for him over the last like 30 days.

35:25Can I put you on the spot? Yeah. Let's do a little magic trick. So let's brainstorm live. Yeah. $100 million TikTok brand. Yep. So where do we start? I'll be your wingman. I'll be your brainstorming partner. Let's go right into Gen Z and this younger generation that there's so much change. Like we've talked about looks maxing, right? Explain what that is. So looks maxing. It's interesting to say the least. But there's this subset of like young men that are hyper-focused on looks, almost to the point of like it being super feminine, but like - They're optimizing it. Yeah, exactly. And it's like, again, their heart's in a good place.

36:04Most things can be boiled down to basic human desires of like they want to reproduce, right? But how they're going about it is all of a sudden like, have you seen those funny videos on morning routines now? It's almost like Patrick Bateman-esque, but - It's just like so elaborate. Yeah, yeah. I can trim each. Like that's, but there's a market there. There's not enough products there. Like the, so it's kind of like a community. It sounds silly, right? When you say it, it sounds superficial, but you know, how different is that than, you know, maybe the bodybuilding movement in the early days? Where it's like these guys who take it really seriously and they're counting the reps and the sets and they're figuring out, you know, what type of training is going to lead to like, you know, this muscle right back here, the lower head of the tricep.

36:45And it's, to anyone else, it sounds like overkill, but they got into it. They got passionate about it and they wanted to like, what if we took this to the nth degree? Brian Johnson doing that with longevity right now. Yeah, it sounds crazy. It's easy to make fun of him, but he's like, I'm going to take it to the full money. Yep. And there's people who like rallied behind that and they think that that's cool. And you're saying, look maxing is this early wave where people are doing that. They're taking, guys taking their looks as seriously as women take their looks. Yep. Because we all know women have this huge, you know, like tutorials on eyelash extensions and every little nook and cranny, now you're saying guys are doing it.

37:19It's happening exactly for guys. And there's no, it's an underserved market. And you've seen products like, there's a product called Jar Size. Have you seen that? Oh, Jar Size, like your jawline? Yeah, exactly. That's like one of the core foundations of looks maxing. And so that product blew up. Right, it's like a jaw exercising thing, right? Literally, just that you just bite it each day. Does it work? Does it not? I don't know. But then the kids are viewing. And so you're just studying culture, it seems like. You're just watching. And I want to point out one thing, which is I had a really early friend in Silicon Valley teach me this.

37:51I never forgot it. He was the first product manager at Twitter. And if you remember, Twitter at the time was really made fun of when it came out because you would text a phone number. There's no app. You just text a phone number, whatever you wanted. And anybody who was subscribed to your phone number would get a message that says, like, Sean's eating. It would just say, I'm eating a ham sandwich. And so it got made fun of. If you go look up old TechCrunch articles, people make fun of it. it's this like frivolous, stupid thing. But it turns out, now it's like the beacon of free speech. Like that's what happens in the world, right?

38:23And so at the time I go, why'd you take the job at Twitter? Did it seem like the next big thing? He goes, no, but he goes, I had figured out that anytime there's a phenomenon of behavior that you see as weird, you don't even understand why they're doing it, but they are undeniably, they are doing it. You should lean in as an investor or like an entrepreneur. That's your signal to lean in. Whereas most people use that same signal and they point, they laugh, or they push away. Yep. And it gets harder the older you get. But staying tapped in on that and not being oblivious to the change in the future.

38:57Because that was my dad with Instagram. What a stupid platform, people posting pictures. And now everyone knows you have to have an Instagram. And so that's happening again. And I think it's great advice. We were hanging out with Mr. Beast last week. and he has this thing he says, which is you're crazy until you're successful. Then you're a genius. Yep. And he goes, I've been doing the same thing the whole time. You know, I used to sit in my bedroom and make ridiculous videos. At the time I had no money. So his ridiculous videos back then were me counting to 100 ,000. And it's like a 19 hour video or something, or him taking a plastic knife and cutting through a plastic table with just like a knife.

39:33And he's like, it was just a stunt. Now it's like taking a bulldozer and cutting through the Eiffel tower, right? Like he just scaled it up, but he's like, at that time I was seen as stupid and crazy. And why are you wasting all your time on this YouTube thing? Go to school, get a degree, get a good job. And now I'm this, you know, I used to be weird. Now they call me passionate. I used to be, you know, I used to be kind of like, you know, uh, crazy. Now I'm obsessed. And he's like, it's like, I didn't change the whole time. And so kind of what you're saying is you see the culture doing something that seems novel, seems new instinct as somebody who's a little bit older is that's stupid that's stupid and now you're like get curious instead be my advice is be an observer not a consumer on all these platforms and so observe what's actually happening like hold your opinion to yourself just be super matter of fact and observe because if looks maxing views are going up month over month that just is i don't really care what your opinion on it is like that just is that's that's that's fact right and work backwards from that.

40:37But so, so looks maxing. I mean, with that, all of a sudden it's literally, this is how broad it becomes. Just like when pet supplements became a thing on Amazon, it's a category that becomes potential billions overnight with nothing in it. And so men, like who makes men's skincare products? Well, like two or three brands that aren't even focused on it. And so, I mean, right there you can build a anything. So you would be like, look, maxing trend, go in and you would brainstorm maybe like skincare, mastic gum, like jawline stuff. Yeah. I like to look at exploding topics and I like to still look at Amazon data.

41:12Like there's different tools you can use and you'll see searches for those. And do you get afraid? Oh, somebody's already doing this or whatever. No, it's like more validation of the idea. And then you're going to try to out, you know, out horsepower them on the marketing. And then you come up with the hooks. So like, what would be like an example of a hook? Let's say, let's just go looks maxing. Now what's, what's an example of the product? it would be like a gum or like a jaw thing or you think skincare which one would you go into let's just say a gum because what consumable novel repeat buys probably relatively straightforward to do okay and now you have a gum great we got our product you want to name it as part of our improv here oh chat cpt yeah what would you prompt because you use ai for a lot of time i actually do and that's yeah let's do it let's let's go on yeah uh it's actually gotten so so good do you think the jaw angle is the trick with the gum or would it be breath or would it what do you think it would be it would be jaw you'd call them feminine in some capacity for not having a strong i like how your brain went there like i have this phrase that i say which is the only positioning is counter positioning yeah like a lot of people just want to say their position oh we're healthy we're good for you we don't and it's like everybody is saying those same thing.

42:26So you got to be counter. You got to have something you're, is the enemy, or you got to call, you know, diagnose a problem and then sell the solution. So the only positioning is counter positioning. So what you're saying is if you're not working on your jaw, you probably have a feminine jaw. Exactly. And if you can live with that, if you could sleep at night with that, that's on you. Okay. Yeah. Okay. So I started by asking Chad GBT, like, do you understand looks maxing? Yes. It's about small, natural tweaks. The goal is to maximize aesthetic appeal, emphasis on facial harmetry, symmetry, and overall attractiveness.

42:56I'm creating a product for a jawline enhancement gum every day. I like dual meanings and stuff too. I love when names have like, you know, I like double entendres. I like stuff like that. So that's where I would probably go with this. I would say that would consume every day. I'm looking for a clever, powerful name that has dual meaning. Chisel. So Chisel's a nice, I feel like that's a nice name. Is that what it gave you? Yeah, Chisel's the first one. Masticate is chewing, but also sounds intense. And Chad Chew. These are all great names. I like Chisel though. Chisel's good. Yeah, Chisel's my favorite so far.

43:39All right, so we got Chisel Gum. Yep. And now you got to come up with how we're going to market this. So you're going to go to your creator army. you tell them what you want to do you just let them go no let them go and this has been part of respecting the future but understanding that i'm not the person in that anymore letting go yeah exactly and so let's pretend we're those creators we're not so we're like we're going to be you know white belts at this whereas there's there's black belts but like i see videos trending on tiktok all the time about transformation so it's like weight loss whatever and so you could almost make it where you're not talking about a gum obviously it's like you know somebody being like my, you know, they use the trending music that people are using.

44:17They would take a fitness influencer and they would put them up there and they would like highlight the different things on the facial symmetry and this and that. And then like, look at his jawline. Right. Why this, what you're saying, why this person is attractive. The human mind is attracted to symmetry, the golden ratio, stuff like that. You would use like, oh, I'm kind of teaching you a science about why, or you could even do like, why guys don't think this guy's attractive, but girls do. Yep. And you're like, oh, okay. What's the difference there? Or you could do a transformation and be like, I did five things.

44:46I took creatine. I did this. Yep. The third thing is I started chewing this gum daily. Honestly, I didn't believe it, but look at this. Boom, boom. And then you're like, it's available on Amazon. Back to my story about like, you know, my transformation to be a video like that. Yep. That was one of the first ones that blew up on evil goods was literally that this girl had like hormonal acne and it was like the, it was the three things that helped with that. and she showed a before picture and after, and that was part of it. And it just went nuclear. All right. So we got our hooks there. We got our brand chisel.

45:19So what was the other one you said you're like, basically we can fund a startup right now. We can find an operator. It's a request for operator. Yes. Luxury pet is screaming at me. Like Louis Vuitton is doing full pop-ups of$500 dog bowls. And it just shows again, it's like luxury is such an interesting world, right? because it's just like signaling and status and what are people willing to pay. There's no luxury pet brands yet. Dude, you hit it again where my initial reaction is, oh my God, that's so stupid. What a waste. I can't believe people are doing this. But you're saying people are doing this, period.

45:53Louis Vuitton. That's the important part. Louis Vuitton validated it. This is stupid. It's the second part of the sentence. People are doing this. That's a fact, Jack. You can't deny that. Well, I've just seen, so I had this idea probably like 18 months ago when I was just hearing what people spend on their pets. Like it's actually insane from a, like even the pet supplements, you know, it's like they're paying more for pet supplements than human supplements. And so I'm like, okay, there's something here. I wonder if you could ever do anything luxury. And then Louis Vuitton rolls out literally like, you know, it's like lovers, like pet lovers.

46:24And they're doing$500 dog bowls and, you know, $300, you know, high-end leather collars. I'm just like, oh, validated. And how many do you have to sell in that area too to have a successful business, you know? Yeah, yeah, yeah. A lot less. Would you, so my initial hesitation would have been, can you build luxury on TikTok? Like, isn't TikTok kind of like, you know, it's more like a Walmart than it is like a luxury, but maybe I'm wrong. Maybe it's just, there's a billion people on it. And so you can't generalize like that. That, and that's what I love. That's what I said, let's not do a disservice to the app and the platform they build.

46:59That's what I did on Amazon with Genius. Genius is a very high-end supplement brand. We had a$130 product that was, by all intents and purposes, luxury. And I go, that would never work on Amazon. It's a discount site. And TikTok has a lot of those components in it now too. But again, you tie back to a billion people and you tie back to... I mean, my cologne's$90. So that's not cheap, right? It's not a$30 cologne. $30 colognes outsell us, but I only need to sell one of those for every three. And it's done well. So I think it's there. And how would you, if you did this luxury thing, what would you do to make it, to build the brand?

47:39Because I think you study high fashion. You study the cool stuff in culture. What would you do if you were translating that to the TikTok world? What would you do for luxury pet brand? Do you know Rene Girard? Like Peter Thiel? Yeah, yeah, like mimetic theory. I love that. Explain the simple explanation of that. I mean, people don't know what they want, so they want what others want. And so from our perspective as brand owners, influencing influencers and finding, you know, those names, I think the most straightforward way to run this one is, is find one of these streamers or, you know, if I could get a clip of Drake using my cologne and then give it to the creator army, we would do millions of dollars.

48:21And I think you can do that in pet where I don't know if Kim Kardashian has a freaking poodle or whatever. Sure, she does. but not even that you don't even need that big of name just someone in that space and then you feed it to the army and i think that's the most straightforward thing and i think it would go overnight yeah i almost wonder if you could even just use the outrage um so like yeah the cost of it of the cost i was thinking that i can't believe people are doing this this is the craziest thing i've seen celebrities are doing this it it makes me sick whatever and some people in the like it'll get to so many people and most of the comments will be negative about the idea but it's just going to get so much reach that some people are going to either just it'll plant the seed that this exists yeah that i'm not doing it that other people are doing it that hey maybe i would do that i do love my pet yeah or even like you could even play into louis vuitton doing it like with the you know there's i think there's a lot of different ways to approach it and i just like those areas where there's there's that much margin to play there's just more and and again it ties back to like human nature.

49:21We exist in a culture, in a world where we've created so much abundance, like bottom line, like, like we could afford things like universal basic income and we're automating the hell out of everything and anything and everything is, is freaking possible. And so with that mind, there's really no shortage. Like you see some of the services that exist for billionaires, like it is just the most absurd hyper, but it exists. And the people providing those do well. It's not like a Hormozy thing. He says, sell to, I want to sell to people with more money or whatever. Yeah. Something like that. One of his genius insights.

49:54Sell to the people with money. But there is a, there is a like a actual like business framework here, which is if you take what the rich have, but you find a way to democratize it, you can build a huge business. So Uber is a classic example of this. Rich people had private drivers where, you know, when they're done with it, when they're done with the meeting, they send a text, done, driver pulls up, they get in, they get out. They don't have to go worry about parking and gas. There's a guy who does that. Uber democratized that private driver experience. And literally that was their homepage was a private driver for everyone.

50:24And so like that became, that was the start of Uber, black cars. You know, even Airbnbs. What is an Airbnb? It's having a vacation home. It's being able to go and stay in a home in, you know, Tahoe or in all these different places. Airbnb became a thing that rich people have, vacation homes in different cities, but now everybody gets access to that in a different way. Marquee Jets was private flight. So instead of buying a private jet, you know, 50 million, a hundred million dollars, you would instead buy a fractional share and get to ride certain hours. And there was a huge market of people that wanted to do that.

50:56Even JSX now probably to some extent. Dude, JSX is exactly like that. So, you know, that's a bit, if you can find a way to drop the cost and, you know, even Duolingo, like we have rich people who will hire a Mandarin tutor for their kid. But then if you have an app that can teach your kid, you know, a foreign language, in a way it's doing the same thing. And so I think that is just generally a business model. What are the mistakes people make? So if somebody was to go into this, what are the common pitfalls someone could fall into that you could just save them? Super top of the funnel here, how they treat those affiliates.

51:31It's very culture-based. I've seen brands. There's so much money being made right now. Brand owners need to be super generous because a market's a market. And right now people are paying, you talked about the goalie challenge. Yeah, explain this because that was in an old episode. So explain what they were doing. This brand comes in and in an effort to get as many creators as possible, put together all these prizes with like the number one, if you did a million dollars in sales for them in a month, I believe they'd give you a condo in Brickell or the cash equivalent, which was like 600 grand or something like that.

52:02Lamborghini was the next one. And it was like this like rewards to your list. Rolexes left and right. And you're selling goalie gummies. Like they just make these like apple cider vinegar gummies, basically, which also was a health, kind of like a holistic health wellness things. Apple cider vinegar has benefits in your gut and whatever. Maybe. Maybe, yeah. Well, that at the time was the narrative. The creator said so. Yeah, this 22-year-old who's trying to win a condo told me that that's how the world works. Oh, man. Do you believe any advertising at this point? No. Once you've seen all the sausages made, you're like - There's a reason I hate supplements too.

52:35I'm not launching new supplements. I mean, there's some good stuff out there, But overall, when you really peel back all the, like it really, a decent amount of health advice online nowadays is coming from 18-year-olds making conspiracy videos. That's pretty wild. It's just reality. So a brand like Goli comes in though and they set the stage for how creators are being treated. And obviously they have a lot of money and they're trying to mess the game up for everyone else, right? They can afford that, maybe lose some money. But then if you're this startup brand owner and you're coming in and you're, no man, I don't want to, give you 25 % commission.

53:10I'm going to give you 20. And that can be super off-putting. And so in this current era, I would say, and even the culture from the group we own part of, it's like abundance. It's like, put it out there, it's going to come back. And I think as an owner of a brand, like bringing that, not accepting that we are a different generation and not infringing on them. I think that's the best thing you can do.

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54:37Mercury is a financial technology company not a bank check show notes for details all right what give me your like just summarize if i if i tuned out and i just need to hear one thing to summarize what your thoughts are on this kind of tiktok opportunity give me the summary that i want to ask you about some other stuff millions are being printed on tiktok shop like what are you doing just starting brands and and trying to get as many i'm trying to perfect short form content and short-form content distribution. Period. From a brand. Why do you believe so much in short-form content? It's changing the world in front of our eyes.

55:14It's from personalities we know to songs we know. It's so, like music even. We're hearing songs that are blowing up from this world. And that's just, it's the future. Do we have this friend, Connor Price? Have you seen what he does on TikTok? Wait, who is he again? His rapper, white guy rapper. Yes, yes, yes, yes, yes. He used to work in Ramon's warehouse, like moving boxes. No shit. And he was like, and then during COVID, warehouse shuts down. He goes home. His wife's like, you should put your music out there. Let's do something. We're just sitting at home. And he was really shy about it. And she's like, you got to start making content.

55:51He puts out a YouTube video and it gets like, you know, 11 views like most YouTube videos do. And then she had this genius. She's like, she's the real mastermind behind it because she was like, let's make a TikTok. and he was like, he had the same reaction. TikTok, that's stupid. That's not serious. I'm an artist. I'm a musician. I'm not just one of these kids dancing. And what he did was he started making these videos. We'll put one on the screen here so people can watch it. But he created a little skit. So instead of just saying what I would have done, like a boomer, is I would have been like, hey guys, I got a new song here.

56:23Or I would just make a video of playing the song. And guess what happens when you're scrolling through TikTok, you're swiping every three seconds, and a song starts to play that you've never heard before, you just keep swiping. Like it doesn't grab you right away. So instead he started doing these funny skits where he would, he was three characters, almost like an Eddie Murphy movie. He would open the door, like every skit starts him opening the door. And there's a, that's the rapper coming into the studio. He's got the guy with the headphones on. That's him, him as the producer. And then he had the weird brother and the weird brother is kind of the key to make the whole thing work.

56:53So he would walk in and he'd be like, yo, you ready for a session? Whoa, what's he doing? And just immediately you want to know, well what's he doing why is he surprised and the weird brother is doing like he has one where he's taking a carrot and he's drilling holes in a carrot and you're like and it's like the sound of a drill it's the carrot it's visually weird and they're both like he's being weird again and then he's like let's get down to work you want to play that song and then then you hear this flute playing and they both look at the brother and he's playing the carrot flute but it's the beat of the song like it just he overlaid it that way as if that was the beat and the producer's like go with it go with it and then he starts rapping and then then the song hits and the song is almost the punchline of the skit yep and dude he became like independently no record label billion streams on spotify doing no marketing on spotify only on tiktok off that if i want to summarize all of this is it it almost seems dark for a second but like one of my favorite you know quotes is you know if you tell a lie enough times it becomes truth and that was obviously war propaganda back in the day but you take that idea and then you just think purely in terms of views and more specifically cost of acquisition of views so you have like a um you know when if you're a tobacco company whenever and you're getting doctors to promote it like you have the money to get the views and the net and control the narrative right and the more you can do that it's usually a pay to play game except in these windows when all of a sudden an andrew tate bursts on the scene it doesn't matter what he's saying is real or not.

58:27He's getting seen a billion times a month. And so all of a sudden that becomes, there's some narrative there being formed that he has serious impact on. And these gold rush windows are when there's the ability for normal people without, you know, multinational level marketing budgets to form a mainstream narrative or get a billion views on a Spotify and, you know, become something because of these windows. We couldn't have done that. He couldn't have done that without TikTok. like you just the old instagram you wouldn't have gone viral on there's no means of connecting yes this amazing circle like 12 years ago instagram comes out and imagine if you were like what are you doing all day today it's like oh i'm filming myself i'm making i'm cooking at home and taking pictures of it or making videos of it yeah you're a weirdo dude get a job what are you doing so you go from weirdo wasting his time but you were early on the platform to now let's say you wanted to go become a food creator, it's like, dude, it's too saturated, man.

59:26It's impossible to win. But now everybody's accepted that influencers are a thing and that they can move product. They can become rich. They can become famous doing this. And what you're saying is kind of like on TikTok, it's the same model, but instead of you becoming a famous creator, it's your product can become famous by putting it in the hands of talented people who are going to make all kinds of videos, taking literally like a thousand shots on goal a month. And if they get the right story or the right premise and they keep innovating on that your product gets famous that way yep whereas dude you weren't going to be able to walk into walmart or target and get on the shelf yep you're not even going to be able to really go onto amazon and just rank number one in these categories because they're so competitive anymore right you're not going to become a influential influential creator on instagram it's harder this is where the green field is my dad called me an idiot when i was pouring into amazon like actually like you know like like question my sanity as like as a human right like it was like a crazy experience now in hindsight it's like god thank god 30 million dollars later yeah thank god i didn't listen to my parents you know and and it's just it's just that's why i admire guys elon's a good example i think when you look through things look at things from like a very ground up perspective and don't take the common there's so much arbitrage everywhere because humans are narrative machines and we live off that so it's like common knowledge becomes whatever.

1:00:45And yet technology is reshaping everything. That's why I just want to keep leaning into that and being, I think more people that aren't afraid to just send it with like that in mind in some capacity, the more it gives others the confidence to stand up on their own right and do their own thing, you know? Right. I like that you said, send it. You have this phrase I like. So we talk about looks maxing. you have said this phrase before, life-maxing. Yeah. And I kind of like the philosophy, but I don't really fully know it because we've only hung out in group settings a bunch of times. What is the life-maxing philosophy?

1:01:18Is this something that you think more people should be kind of taken as a mantra? Yeah, I think so. I think there's a lot of existential dread in today's world. And there's also a lot of us trying to... Even amongst successful people, you mean? Especially amongst successful people. especially among successful people and it manifests in all all sorts of weird ways you know look at ryan johnson um i'm kidding that's a crazy take but love you brian no he's awesome he really is he really is and i think he's a good example of someone that that's all in on life maxing because everyone my thing is we have this he took it literally he did yeah lifespan maxing lifespan I'm asking, but we have this blank, you know, a scorecard, right.

1:02:07And, and we have this finite time here on the earth. And I think the more you can fill it up with things that you thoroughly enjoy and then kind of like maxing out those stats, so to speak, we're capable of so much. And instead we fall into this, like, Oh, I'm only going to chase money or Oh, I'm only going to do this where living a well-rounded life. What's the difference between just being well-rounded and life-maxing? Are they the same thing with just a cool name or is there a difference? I don't see many people. It ties back to that full sending it thing. I don't see many people that are really like, yo, I'm living for this.

1:02:44What was your shower thoughts this morning? My shower thought was I realized that the optimal way in terms of how the optimal mindset for me is to be ignorant of the past, realistic about the present, and delusional about the future. Too many people are living in their past or they vacation there all the time. They just keep going to visit and they tell themselves it's for all kinds of reasons. Maybe it's therapies, tell them to go think about their childhood. Maybe it's they're saying, I'm going to go learn lessons. Reality is the more you live in your past, the less happy you are. You want to be delusional about the future.

1:03:21Why not? Why be realistic about the future? because you can be only when you're a little bit delusional about the future do you actually like kind of blow your own mind you get to you get to do more than what you thought was reasonable but then you got to be realistic about the president if you're just delusional about the president you're like no i am the best dad but you're not yeah you go nowhere right oh i'm already uber duber successful like bro your bank accounts you know three digits right now it's like you got to be realistic but just say like all right that's where i am that's not where i'm always going to be forget the past it don't matter if i failed 10 times like most the most successful people when you talk to them they're like yeah 10 years you grind it if you ask them like what was that like what were you doing it's almost hard for them to even remember yeah and it's not because it was so long ago it's because there's actually like a a useful part of your brain that just blocks it out like it's like my wife she did like natural delivery of birth like three times and if i ask her about it it's like her body has like a mechanism that's like you never forgot that I never forgot.

1:04:19I'm traumatized. I'm like, how could you do this to me? She's like, what are you talking about? I'm with you. I'm fainting. Right. And then she's, and she's like, forgot about it. She's like, only remembers the good. And it's like, wow, your brain gave you a survival mechanism that was actually really good for you that you don't remember how bad it was, how hard it was. And I think ignorant of the past, realistic about the present, delusional about the future. I think that's a good motto to live by. So I take that. There's two things. I'm obsessed with this idea of character design and that's what I'm living real time.

1:04:48I think we have the ability when you zoom out long enough to create literally whatever type of thing you want to be. Like you can, you can truly design that. And so you have that. And then you have another idea I'm obsessed with, which is Bezos is 80 year regret minimization framework, where he wants to like that view of his deathbed, you know, he wants as few regrets as possible. And so when you work through those two avenues, you can quite literally like do anything. So explain the character design. Cause I've further regret minimization, which is basically like, if I'm dying, I want to have the least regrets possible.

1:05:18So therefore today, which if I have a fork in the road, you know, do the one that will lead to the least regrets when I'm 80, when I'm 90, when I'm 100 years old. Back to your piece, be relatively delusional about the future while being very aware of where you're at today while pretty much disregarding everything. And so like when I look at like, like this, you know, like I, this is music I've been working on. Right. And I remember going to a show in Puerto Rico, John Summit. And I was like, you know, in the booth right next to the DJ thing and just watching him command that crowd and the energy and like the impact.

1:05:53And I was like, you know, if I'm 80 years old and I didn't at least try to send it in this space, I'll regret it. And then I started thinking through the character lens of what does an artist look like? And what is this like things I have in me? So I'm not like completely disconnected from reality, but now taking all of the, hey, this is a business. Hey, now the product's music. Hey, this is streaming. Hey, marketing. And that's where I'm at with it. One of the things that you're reminding me of when you're talking about, let's say the music production or getting people to remember is you were talking about whether it's marketing or music, or if you have something good to say, you almost owe it to yourself.

1:06:31It's like, do you believe in the thing you made, the thing you have to say because people are very bashful about marketing they're bashful about putting it out there i know this i would write things i wouldn't even send it to my own friends and family i wouldn't post on social media i wouldn't promote my product i just kind of wanted it to be organic and i when i look back at that i'm like damn i did myself a disservice like did i think the thing i did was good or not if i think it was good then i owe it to that to do marketing To send it. To fully send it. To send it. And you know, when you talk about storytelling, music, you got to study the art of how do you get your stuff out there.

1:07:08It's a phenomenal skill. It's like a crazy, crazy. Like that's the vehicle. You put the package in the trunk, but you need the vehicle that's going to actually get it out there to the masses. It's crazy, dude. We're going to watch this video. This YouTube video right now. You just said it yourself. What you said in this video will make people millions of dollars. All they did was just try to act on it. give it two years, try to act on it. You will become a millionaire if you just follow what you just said. And if I go look at the YouTube video stats, the retention chart is going to look like it's just a downhill slope.

1:07:39Most people are going to click off within 30 seconds. And then by the end of this, there's only going to be, you know, 25 % of people are still watching this at the end. I mean, 75 % of people clicked on this because they wanted something out of their life and then are not going to even stick with it enough to watch the video. But that's just the laws of nature. and don't be that guy but with that in mind i think this last chunk of the video we're talking about these stories and the ability like the model is becoming less important the more i understand people and and tapping into whatever that innate thing in all of us is is way more important and i want to bring that out of more people because i've been through like a ton of stuff in a in a short period of time and i think the more i can bring that forward the more general impact there'll be there's one of my other favorite internet clips you know that for for the elon musks and like what brett hancock do you have him on or like adcock sorry there's those minds that are just like obviously incredible in their own space but then there's that elon interview and it's like elon you inspire everyone in this room who inspires you it's like kanye west of course you know it's just like what he said it's hilarious and it's it's it's that's the opposite side of that like yeah okay kanye is nuts in every way but just that ability and desire to create and stand up for new things and and like have that confidence in yourself regardless what people say is nothing short of not only incredible but necessary for for people i love the send it attitude i mean i want to make merch with the send it thing and also i think you you made me realize there's probably the way I used to think about it, which is well-rounded.

1:09:18You know, Mike Posner came on the podcast, famous musician. He wrote like, took a pill in Ibiza and all those songs. First song went viral. And he tells the story, he's like, first song went viral. I'm like, of course, that's what I do. You know, like, I guess that's what I do. I put out a song, I go triple platinum. And then the second song went double platinum, then single platinum, then no platinum. And then he was on the shelf. The record label was like, it's not even worth paying to produce your music because we don't think it'll sell. But also you can't go do something else. You're under contract.

1:09:45So he was like, dude, I'm shit out of luck. He like went back to school and started learning how to sing better. He's like, dude, I'll just work on my craft. And then he came back and now he's had, he's like had this resurgence, but he talked about, he goes, I had to look at my life and realize, yes, I was uber duber successful in my career, but I was a desert wasteland in relationships and health and whatever. He's like, that I realized was just not success for me. And so I was inspired by that. And I started thinking, yeah, you do want it to be well-rounded. You want to be the dad, the husband.

1:10:15You also want to be having fun. You also want to be, you know, being creative and making cool shit, being successful, making money. But the well-rounded thing is more like a check the box. It's like, am I doing, you know, a sufficient amount of X, Y, and Z? Right. Whereas life maxing is saying, what would it look like if I really sent it in terms of my fitness? Like, yeah, I'm going to work out anyways. But like, I know you do Muay Thai, right? You're like, I'm going to work out for an hour anyways. what could I do that makes me like, what would be full send on this workout? Dramatically better.

1:10:45And that's the great example. It's like two years ago, I couldn't fight at all. And I feel pretty comfortable like in there with a lot of people that aren't named John Jones, you know? But just taking things seriously and really putting that notch on your belt. It's like now music or even like learning Spanish is one that I'm like gonna do. And I'm gonna take it very seriously. And it's not gonna be, I'm half learning Spanish. I'm gonna be fluent in, you know. Do you do these one at a time? or how do you not stretch yourself too thin? That's what I'm discovering. It's like how much, and I like that healthy balance of pushing yourself to, we're capable of so much more than we give ourselves credit for.

1:11:19I've already seen that, but there is some line. And so I don't have a good answer for that, but that's, I'm trying to also be an open book and show it all real time. Like I want you to look back at my fighting clips from two years ago and I want, you know, like all of it. I want to be an open story that is ongoing and constantly iterating. So this year, Jesse Etzler came on the podcast and gave this idea of a misogi. He's like, oh, there's this Japanese tradition and the way kind of the American translation or the way he translated the Japanese idea is one grand challenge a year, but specifically like do something so grand that it changes you.

1:11:58Yeah. That it changes you. So then it's like, so he, for him, it was like he ran this hundred mile race. And every year he picks a different one. One year was write a book. Another year, so he's done this for like 15 years or so. And I was like, damn, I never really do something like that. Right? Like I have like new year's resolutions, things I want to improve about myself, but I never really like put out the Masogi, the grand challenge for the year. And so I made one, I was like, all right, I want to, and I like that it's one. Cause I was like, Oh, I want to do this and this and this. And all that was going to do was guarantee none of them happened.

1:12:27So, all right, what's the one for this year? And I was like, I would love to be, I was like, I want to have more fun in my life. I have fun playing basketball. I have fun doing the podcast. I have fun, you know, in business, my kids where can i where can i dial up fun and i was like i want to be able to jam out with music because music is like its own little like magic potion music makes you feel good in 13 seconds i can play a song and change your mood in 13 seconds there's not much i can say to you that's going to do that like to change your mood for the better um and so i was like all right i want to be able to jam out on a piano but then i was like all right what's the life-maxing version of this so i was like all right not only am i going to learn to not only just going to learn piano like I'm going to get good.

1:13:06I'm going to be able to jam out to any song I want on the piano. That's going to be my mission. Two, what if I could also teach my daughter? She's five. I was like, what if she could do it with me? Now I'm getting dad points while I'm getting piano points at the same time. Finding those synergies to weave it all together. Oh, it's integration. I'm not choosing family or my piano hobby. It's both. So she comes with me to every single lesson. She begs me to do piano now every night. I'm like, okay, that's cool. Then I was like, all right, what would be like the max out, the full send version of this?

1:13:33If I really was to send it, what would I do? and at first I was like would I make a song? Would I perform at a theater? And I felt like that's kind of playing somebody else's game. So I think a key part is like pick what's real for you. Don't just like take somebody else's scorecard and be like that's now how I'm going to judge myself. So I had this idea from my cousin of go play a recital at an old folks home. I was like oh that would be just like more fun. Like that would just be more fun for me more meaningful for me versus like post it online and get a bunch of views or performing in front of other people.

1:14:05It's like, dude, go to this place where I've been to a bunch of like senior centers. Not a lot is happening there. Like I could go be their Kanye because there's nobody else there. Yeah, absolutely. And for me, that would be meaningful. Like I made other people's day brighter if I did that. So I was like, to me, that was a real learning lesson of like how to choose these side quests, how to choose these misogies, these one year challenges in a way that I'm going to use now going forward. Absolutely. I think you hit the nail on the head with being hyper individualized. like my my life maxing scorecard is not is not yours and it shouldn't be we're all drawn to different things and and i think keeping it individual is important while keeping that like my main framework is like don't let anyone else dictate it for you or don't let anyone tell us tell you what you can't be or can't do right what's your what's yours like what do you what does that scorecard look like for you uh so i'm like muay thai starting to take like a back burner thing.

1:14:57I'm putting, you know, being a dad at the top of that, which has been, so that that's like reshuffling everything. Cause I'm learning what it means to be present as an individual. And that means like, you know, way less phone, which inherently means like, it starts to crumble some of the other pieces. But the beautiful part of this is when you put your priorities in place, things start to handle themselves. Like then all of a sudden you start thinking smarter, just naturally, like, okay, like that's the last to get done. So I have to trust, you know, my team for that and this and that so that that's at the top of it um the the the music is the second second piece and then still the other uh you know it's like i'm taking content as one of these things now like just from a storytelling some of the stuff i'm gonna do on youtube i think is gonna is gonna well let's talk about content real quick because when i first met you um through a mutual friend you showed up and you had this like again you always have a different like crazy outfit on and somebody was like, oh, you got to check out his Instagram.

1:15:56And I go, and I was like, bro, like I was having a great conversation with you. And then I went to your Instagram. I was like, I would never talk to this guy. Your brand name was like the genius CEO. Every video was like Dan Bilzerian meets like Instagram meets like a drop shipper. It was like, oh man, this guy's selling courses. And every video was like over the top. He's talking about how you can make millions instantly. It was a get rich quick vibes. But I met you. I was like, dude, you, you, yeah. And you, and you were like, I'm like, you're like, it's an experiment. Like I'm being intentional.

1:16:29I'm intentionally turning that knob up that way. Cause I want to see what happens. And you were into that at the time. I think now you're, you're making a shift, but like, can you just describe what you, what you did there? Cause I almost was, once I met you and I was like, oh, that's, he created a character. So my, my, that's actually respectable in a way. I I'm huge. just like one of my core things is obviously intense ownership of like oneself. And one of my problems after I sold that business with genius, I had my first daughter and I was really frustrated with the world. Like I just was, and it started to become like a cope and like a, you know, other people have weird ways of ducking ownership and responsibility and like disconnecting from their own unhappiness.

1:17:08And I remember just thinking like, I don't like where the world's headed. And so I could sit there and keep crying about it, or I could try to have some influence or some dent on it and that's what kind of drew me to intentional social media i had tried to do like this cool health content and like like i was doing not not full brian johnson but like dave asprey level stuff like seven eight years ago like hyperbaric chamber red light and like literally nobody cared nobody cared and now in hindsight the nice guy was finishing last yeah and in hindsight it was i didn't know how to make the content yet right but i saw this like clear formula of, oh my God, if I post a car, like I am actually rich, I still have business.

1:17:49And if you post a car or watch or whatever, people respond. And so as that started to work, I started doubling down on those, those things. And, um, it wasn't until like, like you kind of got to play the game to change the game a little bit. It was, it was my opinion. And, um, that's when you met me kind of in that wave where like food irrelevant, even if maybe not in the right right right lens but until you have learned those skills and learn to kind of you know develop a platform then then literally nobody cares like nice guy does finish last and so i guess that's just been my personal evolution like it's been fun because i i got i'll be the first to say i got way too far in that stuff like i got lost in it like that actually does happen ben your your partner um flagged that for me like seven or eight months ago in a really casual ben way but like you know non-confrontational what did he say to you it was just something along the lines of like, well, if you do that stuff enough, don't you start to kind of believe it or become it?

1:18:47And that stuck with me. And I don't think he knows that stuck with me. I don't even know if he remembers he said that. But there were a lot of little things like that that prompted me to go. It's like an actor. You stay in character because you're doing it for the role. But then at some point. It's method acting. Yeah, you lose yourself and you get lost in the sauce. And actually that happened to me. And unfortunately, like a lot of the things I was leaning into do make you like cool or whatever. So now there's this audience that looks up to you in a very specific light. So you have two choices.

1:19:11You keep down the same path or you say, whoops, you know, like this is what I actually am. And so I feel like I've separated a lot of the negative parts. Well, it's like I love fashion. I love design. Like I genuinely do. I think it's individualism. I think there's like, you know. Can we do the fashion? Okay, so here's me. I have Nike shoes. It should have been this new balance to go full dad mode. I'm wearing sweatpants and a plain black shirt. Those Kobys though? No, these are not Kobys. These are$90 Nikes. I just like this color of green. So let's go head to toe. Teach me what you got on here.

1:19:43Full San Francisco. This is full. And I love it. I got matching socks today. That's only because I knew I had to step my game up for you. Normally, it'd be mismatched socks. It'd be more sweat jeans. These are Lulu's at least. And then like, this might be my daughter's, but I was like, oh, hold on. He's going to have hella accessories. Let me come strong with the wrist. I got less accessories than usually. So let's start with the wrist. How much do you think this is? You start with the wrist. Is that like part of the fashion? No, no. Build around this? I don't want to talk about Louis Vuitton.

1:20:07Okay. That looks fancy to me. All right. My honest guess would have been that that's a$20 ,000 watch. This is a vintage Oakley from the 90s, and it was like$3 ,500. Okay. So I don't believe that expense and cost – I have some expensive stuff, but I think it's way cooler to put together unique kind of stuff. This shirt is this gentleman. The brand's ERL. I can't pronounce his name, but he's the head photographer for Vogue. and like he did all of Kendrick Lamar's stuff and again not super expensive but like very on the come up the jeans were from Kanye's like this was probably like he's not cheap but probably 300 bucks or something but not mind blowing Kanye's free Larry Hoover tour with Drake these were probably like 150 bucks like 20 bucks not expensive Louis Vuitton boots which were expensive they were$2 ,500 I love what Pharrell is one of my business idols i think there's a huge gap between um like artistry culture and actual business pharrell has that quote it's uh creativity without business is victimization and business without creativity is just dumb and i think he stepping into the head of louis vuitton like a brand i would typically never wear or care about is the perfect example of those two things merging creativity with meaningful enterprise bernardo knows top three richest people because of that all right i got a little bit i got a little bit cooler i don't think i could pull it off but maybe i don't know you got to give me like the uh the dad baby steps version of this i'm gonna start just i'm gonna start at the wrist take a take a simple and then we'll go from there actually i should just show up for um we should have done a thing where it's like i don't know if you've seen rick glassman he does these interviews where he does a podcast but he'll go and then it'll cut and they'll switch outfits it's so funny when they do shit like that but we'll just pretend i did that that's awesome uh rob thanks for coming on man you uh everybody should find you rob the bank which is one of the greatest handles of all time thank you for that well you were already saying it i didn't come up with it but i was like dude that should be your handle like that should be your brand what is this the genius ceo no no no you should be rob the bank and just wait full disclaimer before you know my last company was the genius brand so i didn't just You know, it just looked bad.

1:22:28It looked bad. But no, thank you for having me. Seriously. Like this means the world. No, I really appreciate it. Thanks for doing it. 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, less travel, never looking back.

1:22:48All right. This episode is brought to you by Mercury. They are the finance platform of choice for over 200 ,000 companies. I shouldn't be surprised because I use it myself for not one, not two, but I have eight different Mercury accounts. I have seven for different companies that I'm a part of. And then I have my own personal account because now they have personal banking, which is a really cool feature. I highly, highly recommend it. Like I said, I use it myself. And the reason why is because the way that Mercury works is beautiful. It's very intuitive. And you could tell that it's actually made by a startup founder.

1:23:15It's an entrepreneur. You could tell it's made by somebody who used other banking products in the past and didn't like all the different rough edges and annoyances and decided to actually fix it himself. And really any type of entrepreneur you are, let's say you're an agency. Well, one of the things every agency has to do is be able to send invoices, easily create them, send them to customers and stay current on your balances with all your customers. Well, you can do that inside Mercury. And so I think that Mercury is great. Highly recommend you check it out. And thank you for sponsoring the show.

1:23:41For more information, check out mercury.com. Mercury is a financial technology company, not a bank. Check show notes for details.