11 Marketing Rules every Creator needs to know: Kate Tolo

19:39So I take that exact wording and I say, okay, how can I create value? And I rewrite it. Then the third step is I say, what is the most gossipy element of this text? And then I pull it up to the front. Is there something you guys would want to go viral?

19:55Colin Rosenblum:I'm terrified of virality. I mean, let's think about what we're marketing right now. like press publish. I think our event is a great one to stick with.

20:03Samir Chaudry:We're having an event on May 28th called press publish LA. Yeah. Okay, cool. Tell me about it. It's very much this, this moment we're bringing 500 creators and people in the entertainment industry to discuss the future of media, both from like panels that happen on stage, but also just to be in the same room. It's at the Fox studios lot in LA. And it's this acknowledgement of the merging of these two worlds of the independent digital creator and the institution that has been Hollywood have kind of finally come to a head and agreed they have to figure out how to work together. We've seen that through the headlines of like Netflix making deals with creators.

20:43Samir Chaudry:We've seen it through like YouTube is now carrying the Oscars. There's this like meshing and acknowledgement that the future of entertainment is happening both from these independent players as well as the legacy players. So we want to be responsible for getting them in the same room. Okay. And now can we take all that and what value does it bring to the person who comes to that room?

21:05Colin Rosenblum:The attendee in the room. Yeah. I think there's one element, which is community. Everyone who comes feels like they've met someone that they can work with, learn from. It's also application only. So there's a bit of an exclusivity feeling of like, oh, I got to be in that room in that moment. And then of course there's like tangible takeaways of what they learn on stage. So they feel like they're ahead. Yeah.

21:32Samir Chaudry:I think we have always felt this more internally, but like the value proposition of these events is like, don't get left behind. Oh, like we are pushing the narrative of what's happening in the future. Yeah. Right. We're informing you tangibly. How do you engage with the future of this industry? Yeah. So there's a bit of like internally, I have that thought in my head. Yeah. So it's like, it's always like as a creator, don't you feel like it's a constant treadmill? It's actually lonely. Oftentimes you're working on your own. You're on this treadmill where you have to keep up with all the new content coming down the pipeline.

22:06We exist so that we can help you get ahead of it. And we've got this amazing new thing. Have you noticed that all these companies are starting to get bought up? All these YouTube channels are getting bought up by these big conglomerate media companies. We're actually getting ahead of it. You don't want to be left behind in this situation. come to our event we're actually having both parties here you can benefit from it blah blah something like that value for the person what's the most gossipy part of this experience like by the way the gossipy thing is like writer's room like the sworn agreement is that anything goes you kind of need to let your brain go to the absolute edges of what's possible yes that was

22:42Samir Chaudry:actually one of the first things that when we went to north carolina and spent time with mr beast six years ago, he said that exact thing. Yeah. He said, you got to let your brain go to the furthest extreme and then pull it back. Yes. Find what's on brand and what's off brand. But to give you the most gossipy thing, I mean, I think the fact that it's application only has a gossipy element to it because there's people who get in and don't get in. I don't know how to define gossipy beyond this like high school feeling of it. What about like if you're with a friend alone right now describing the event and you like, there's no cameras rolling.

23:16What would you say to them to get them most hyped about this event? Like it's the thing that you -

23:21Samir Chaudry:Definitely who's in the room. Yeah, who's in the room. I would tell them about who's in the room. Yeah. Yeah. Who's in the room. There's like very cool executives from a lot of, at least for me growing up in LA, a lot of my like dream studios, like A24 and Lionsgate and Sony and Fox. So there's like decision makers,

23:40Colin Rosenblum:all these places. There's also like the core team of YouTube

23:46Samir Chaudry:Google Adobe like real decision makers people have come to our events before and walked out with their biggest deal ever so I would say the pitch to creators is like the decision makers are in the room

24:00Colin Rosenblum:also like and this number has probably already changed but more than 40 creators with over a million subscribers on YouTube

24:06Samir Chaudry:and the collective YouTube reach is right now 568 million collective YouTube reach collective streaming reach or whatever, like you have collective financial value from these big companies. So it's like for the first time in history, these three things are coming together. And it's everyone from like the biggest creators in the world, the most highest senior executives at the largest media companies. That's the gossipy part that comes. And ideally you can name drop a couple of people, but. Yeah, that's cool. Whenever I'm writing a story, I literally do that three-step process because it's very hard to sit down and do all that at once in your brain.

24:50Whereas if you sit down and you say, what am I trying to say? You write that out. Okay. What's the value for them? You write that out and you say, okay, what's the most gossipy thing about this? And you write that out. Do you mean - So much easier.

24:59Samir Chaudry:When you say gossipy, is it like the easiest to talk about or like the most, not salacious, but the most kind of like evocative? It is. It's the most evocative. Yeah, it's the most evocative. And that can be as simple as a scientific style. It doesn't need to be off brand. I think a lot of people think gossipy and salacious and they think, oh, you know, I don't want to say that or whatever. But sometimes like, for example, I have an example in here that 90 % of visible skin aging is from UV. Like that's gossipy when you're talking about, when you're trying to sell UV or when you're trying to say, hey, I don't want you to go in the sun.

25:37If you say 90 % of your skin aging is from UV, that's the most gossipy part of that story.

25:45Samir Chaudry:Yeah, there's an element of Seth Godin's like remarkable, being remarkable, being worth making a remark about. Yeah. Or easy to repeat. That's something that we definitely try, but it's a good note. Yeah, and I really find you have to be okay with being in a writer's room where it's just like, let it all out and it's going to feel uncomfortable. And I've had, we've done this with our employees and the way we say it is like, hey, if you have a thought like, maybe I shouldn't say this, you're probably onto something. That's the kind of internal compass. Okay, should we keep going? Yeah, let's go.

26:22So we already kind of covered this, but this is the know your ticket price. So here's a couple examples. I started with YouTube because I know you guys know that.

26:31Samir Chaudry:Yeah.

26:35Samir Chaudry:Okay, I'm looking at four thumbnails right now. So the ticket price here is title thumbnail. It's pretty obvious probably for your audience. What's the next one?

26:43Colin Rosenblum:New York Times. Journalists aren't educated on exactly how they should be thinking about writing their articles to get the most of their articles. And so if I'm a journalist, that's my ticket price. So really, this is a different content creators, different ticket prices. What's the next one?

27:00Samir Chaudry:Email, email. So subject line. Yeah, subject line. And that's an actual screenshot of my inbox. and I'm trying to say to the Blueprint team, look at us in comparison to whom you're competing with. You're in a sea of other emails. How are we going to stand out? The app notification screen, we went through already, but this idea of you're competing in a sea of notifications, how the first three words in that need to be non-salesy, create enough intrigue that someone wants to open up the notification.

27:31Colin Rosenblum:So this one is from Blueprint. It says, when you come home today, leave your shoes at the door. The first four steps into your house tracks 85 % of the outside worlds. I'm guessing germs. Contaminants, yeah. Contaminants. So that's true. I should be taking my shoes off immediately. Yes, it's a very easy hack for longevity. Oh. Like, it doesn't take any of your time. Take your shoes off. Yeah, like lead.

27:53Samir Chaudry:I think it's so interesting that basically the two things that you're suggesting here is one, something that we say of like, we've written down these principles of what it means to be a creator in today's world, number one is being contextually aware. And this is what you're saying. Yes. You got to know what's around you. Yes. To stand out.

28:12Colin Rosenblum:Yes.

28:12Samir Chaudry:If you're creating by yourself without context, you're not going to stand out. Yes. And number two is writing is everything. Yes. Like this is all an exercise of writing. Yes. Everything that you've shown us is like - It's really all copyright. It's all copywriting. And there's different rules of the road for each of these platforms. Yeah. That's a good way of thinking about it. And I absolutely hate writing. And so it just goes to show how much like anybody can do this at home. Yeah. Yeah. All right, let's see what's next. Number five. So this is ruthlessly create value. This is one of the core principles.

28:45And so I'm going to give you two examples here. Two separate examples.

28:53Colin Rosenblum:Okay, so this one says what you said before. 90 % of visible skin aging is caused by everyday sun. Whenever we're doing something like this, you need to create value. We just incited fear in someone potentially.

29:05Samir Chaudry:Yeah, you created tension. Yeah, so how do you soothe them so that they are left with a sensation that you are on their team and that you're creating more value than you're taking from them? And so that juicy, gossipy headline, you don't want that to take away from the audience's experience with you. And so immediately after that, we're giving them a protocol on what they can do to mitigate that risk. The next thing that we see here is follow these rules to protect your skin. Right. And there's three rules. Yeah. So that's an Instagram carousel. So again, this is another platform, right? It's not video.

29:36And by the way, all these examples are mostly text because I'm had to show them to you, but we take these same principles into our paid advertisements, reels, et cetera. And then the second example is, I believe a tweet. And I wanted to show what it's like when you're telling someone something as opposed to creating value for them.

29:56Samir Chaudry:Okay, so the first one that we have here is a 2020 nationwide study in Korea following 161 ,286 subjects for a median of 10.5 years found that frequent tooth brushing three or more times a day significantly reduced the risk of, how do you say this, atrial? Atrial fibrillation. Atrial fibrillation and heart failure by an average of 10 % and 12 % respectively. So that is telling me something. And even the fact like stumbling over the words just goes to show like you just create a huge distance between you and your audience. Friction. I barely even understood that. Okay. Now this is a tweet from Brian Johnson.

30:37Samir Chaudry:Brush your teeth immediately when you wake up. Overnight, your mouth fills with acid-producing bacteria due to lower salivary flow. When you eat or drink carbs or sugars without brushing first, you feed this bacteria, which immediately produces acids. Acidity increases beyond the tolerance threshold and immediately starts damaging your enamel. So that first sentence is like, you guys brush your teeth. Yeah. Just basically say the thing. Yeah. Yeah. Say the thing. This reminds me a lot of working with technology companies on marketing, meaning like a phone company and the difference between Apple and other phone companies, which often over index on like the chip that's inside, right?

31:18Samir Chaudry:The Snapdragon chip. I'm all good on that. I don't need to know that. Like the Apple ads are typically like call your mom. Right. Or like showing you, showing someone FaceTiming a friend and laughing.

31:30Colin Rosenblum:And it's like, I mean, even shot on iPhone. Yeah. So incredibly simple. Here's a photo. Couldn't even tell you if it's that much better than a photo shot on another phone. Yeah. Hey man, it's shot on iPhone.

31:42Samir Chaudry:Just simplicity. And like we, we don't have, I think we all can sit in a room and get to like a nuanced creative message. but that rarely wins. It's always like the most simple human. Just say it. Yeah. Say it in human words. Yeah. And I find that I've like developed like this intuitive sense of when I feel like it's becoming so complicated that I'm almost struggling to remember it in my head that's a sign for me to like, we got to strip it back 10 degrees here and get to the core of what we're trying to say. Okay, next. Yep. So this is a fun one. This is two tweets exactly one year apart.

32:23Colin Rosenblum:Okay, it's a tweet from Brian Johnson. The first one says, sleep is the most powerful drug available for performance, mental health, and well-being. That's 2025. It has 220 ,000 views. The next one from 2026 says, sleep is the most powerful drug available for performance, mental health, and well-being. It has 348 ,000 views from a year later. That's incredible.

32:48Samir Chaudry:That's amazing. You can say the same thing. People have this misconception. I need to come up with something novel every single time.

32:55Colin Rosenblum:This is really good. I thought it was going to be slightly different. I know. That's so good, Kate. Yeah.

32:59Samir Chaudry:You know, Scott Galloway kind of told that to us as well. He said, like, when you write something good, like, just hammer it. Like, just say it constantly. Like, if you have a good thing. I can't tell you how many tweets we've written about sleep. Just like, you know, you think that our audience would get sick of hearing about sleep? I think we've written, like, I don't know, 200 pieces of sleep. Do you space it out or no? No. You're just like, if it's good, just do it again.

33:23Colin Rosenblum:Yeah. All good. Yeah. Yeah. I can't wait to hit Twitter.

33:26Samir Chaudry:Yeah, I know. I also, I'm feeling very inspired to write. It's really helpful. Yeah. I think we come, you know, I went to film school. I got into this to be like a filmmaker and creative. And I think I get to the point where I'm like, Colin and I, the amount of times where we're like, well, we already did that. Yeah. I mean, I think that's actually one of our biggest faults. Probably one of our biggest faults is that we want to reinvent the wheel constantly. I was looking, this is like, I was looking at your content and I was thinking about like my title thumbnail, if you guys do publish this on your YouTube.

33:59And it was the chicken shop date when it was like, she built this. And so I thought like she built probably has an inherent tension behind it. And I was like, that's probably, you could just reuse it, you know? So yeah.

34:13Samir Chaudry:It'd be fun to workshop copywriting. Yeah. Yeah, that's good. I like that. This is actually similar. It's an iteration. It's what you expected. It is the very slight adjustments on writing when you hit something. Just do it again. So I did two examples here, one from Twitter and one from Instagram carousel.

34:36So this is four pieces of content, two separate iterations.

34:40Samir Chaudry:So the first one, it says you need to be longevity maxing. and it has like, this is on Twitter, I assume. It's actually on Instagram. This is Instagram. And this was published through Brian's account? Through Blueprint's account. Through Blueprint's account. Okay. So this has like all the different elements of what it means to engage in longevity. It has Blueprint. It has a tweet from Brian. It has a goth girlfriend. That's funny. It has a standing desk. So the next one that you have here is a very similar image, but it says it's time to start sleep maxing. There was Signal in that first one that this was a higher performer than other posts for the blueprint account that's just starting out.

35:17And so it's take that existing thing and then just do a slight tweak. You actually really don't want to like tweak too much. You just want to take the same thing and then you can start to isolate. What is it about that's actually working? Is it the fact that it's about longevity or is it the actual format itself? And then once you find signal on the format itself works, then you can just crank out 20 of those at once. And so we're always so tempted as creatives to want to do really new things, but we have to restrain ourselves to just take what works, tweak it, publish, see if that works again.

35:51Samir Chaudry:And so the next two are basically what it looks like, the early iterations of that exact same tweet that you showed us. Sleep is the world's best willpower drug. Willpower enables you to do what you want to become. Next tweet. Sleep is the most powerful performance enhancing drug in existence. Get your dose tonight. Yeah. So the concept is sleep is a drug and then two different expressions of that. You've got it. Yeah.

36:17I mean, this one should not be a surprise to you guys. One example, again, Brian's genius on Twitter.

36:26Colin Rosenblum:And this is number eight, speak simply. Okay. The first one here is from something titled Preventative Medicine Reports in December 2023. It reads, Protective effects of dog ownership against the onset of disabling dementia in older community-dwelling Japanese. A longitudinal study. And then Brian Johnson's tweet reads, You a cat or dog person? Own a dog and exercise. 63 % lower dementia risk. Own a dog and don't exercise. 0 % benefit. Own a cat.

36:59Samir Chaudry:0 % benefit. I didn't even understand that these were saying similar things. The same thing. When Colin read them both, I was like, these are two completely separate thoughts, but they are not. No. They're the same. That tweet is from that science, that scientific study. And so there's like so much of what we do is we take a study and then we make it understandable. And we not only do we make it understandable, we make it dead simple. Yeah. This again is back to that phone thing that I think you see this a lot in phone advertising where, again, like the Snapdragon chip, I don't care about. Tell me what it does for me that's like radically human.

37:36Samir Chaudry:You know, and this, you a cat person or dog person is, that's the most radically human.

37:41Colin Rosenblum:Yeah, own a dog, less dementia. Right. Yeah. Okay, next.

37:49So this is really similar to the one we went through last time, which is you want to see it in context. So two different stories in here. The first one is me sitting down in a Google document and writing this. And writing it like that, you miss all the cues of how someone's going to receive this. So I'm drafting a text here. In order for me to write it, I actually need to see it in the format to understand what is the best way of viewing this. And so same thing for Twitter. A lot of the times it's literally the spacing of the text wrapping that makes the biggest difference. Is this legible or is that one hanging word make it very hard to understand what's being said?

38:28And so that's just an example of copywriting. And then I also wanted to include this example from Blueprint of, you know, we're redesigning a packaging and someone sends me, hey, here's our new packaging. Do you like it or not? Is it approved or not? And then I'm like, no, I need to see it in context. How does it look on the website next to our other branding? How does it look on a meta advertisement in someone's hand on their phone? Is it legible? Can you see that this is an edible product? How is it on Amazon? How is it in store? How is it when it arrives in a package at home. And now with AI tools, it's so easy.

38:59I've drafted all those images in like, you know, a minute. And it's like, because so much of it is like, does the story come through if it's on a shelf? How does it sit amongst the sea of other products that it would be surrounded by?

39:13Colin Rosenblum:And when you saw it on a shelf and in these scenarios in context, what made you think, okay, yes, this looks right? So I'm thinking, I'm looking, so it really depends on what your, what's your, indexing for? Is it a one SKU product where AG1, for example, they have that big headline? Or is it something where you need to draw together one brand under one cohesive storytelling? And in which case you want to have like a really strong design point of view and it's less important that people can understand what the product itself is. Is it going into retail? So it's all about knowing your ticket price?

39:52Like what is it that you're trying to have people be the story they walk away with?

39:58Samir Chaudry:It makes me think a lot about short form content right now and how the assumption is you make one short form asset and it can go across every platform as is. Right. Or even like the context of like a cut down of something. Like it's actually, it's its own asset in its own context. We can't assume like this long form video, but vertical is just fine over here. Right. It's not. Right. Or like this short form video that was on TikTok will be fine over here on Instagram. It's in a completely different nightclub, as you said. Like there's a totally different price there. I think that to me is, as I look at this, and I'm reminded of, again, spending time with Mr.

40:38Samir Chaudry:Beast, walking up and down the aisles of Walmarts with him when he was launching Feastables and testing new packaging. He would bring it with him and just put it on the shelf and stare at it and walk by it and be like, is that noticeable or not? And I think it's such an important thing of contextual awareness. Yeah. Yeah. Okay. Publish immediately. I don't know how you guys feel about this or if this is connected to press publish, but I always tell people, I hate marketing calendars. I hate content calendars. I hate planning in advance. Because the whole point of all this is to publish, see how it performs, iterate.

41:15And so if you're holding content, you don't get the juice, which is the biggest value you get from publishing is did it perform, did it not perform? How can that inform my next piece of content over and over again? The more you skip and you've already got five pieces of content ready to go, those four pieces of content that you publish on the next one miss the learnings of that piece of content. And so that, and also I feel like energetically, the more you're exposed to your own content, the energy wears off for you and you forget what the, if it's even novel or interesting to the person watching.

41:49Samir Chaudry:So I agree with you. The thing we've been talking about a lot is like the distance between recording and publish is extremely important because you lose a lot of energy in that. Yes. But that distance is filled by post-production in a lot of contexts. How are you guys thinking about the heaviness of post-production in a lot of this stuff? This also gets back to the, I don't have it in here as an example, but the benefit of scrappiness. like the whole thing about the polished product imagery versus the UGC version makes me also just want to take a much scrappier post-production process and really like bring it back to our core of like how can we just quickly get this out and not put too much effort into post-production um of course that's that comes with its own downside so I wouldn't like our YouTube team is amazing they work really really hard and one of their absolute banger skill sets is humor and I feel like humor does require a lot of thoughtfulness, a lot of post-production, a lot of, you know, comedic timing.

42:50And so they're fantastic at that.

42:52Samir Chaudry:Yeah, I think we've been having this conversation quite a bit of like, I mean, what you've done today is also respecting that, that like you're going to, you brought visuals, you know, but of course, like for our audience fall on,

43:03Colin Rosenblum:we're going to now layer on B-roll. We're going to make this, this is now a - I literally was just thinking as you were starting to hand these to us, I was like, okay, we're going to need you to send us. I've got my list prepared. I've got my links as I was pulling together. I was like - Amazing. I was like, I'm not going to have you guys ask for it.

43:17Samir Chaudry:Sure, of course. I think we've been trying to do the exercise. We actually did this thought exercise. What if there was no post-production? What does it look like? Totally. What if we were live right now? Right. Right.

43:28Colin Rosenblum:When this was done, we or other people could already clip some of these moments they liked and put them out. Because that's what we're going to try and work towards anyway. Yes. But the amount of time it's going to take to get there is going to be enormous.

43:38Samir Chaudry:By the time you get home, if this was already out. Totally. And out in the world and people had enjoyed it. Like that to me feels like where we're moving as a creator economy. Yeah. Because I think, you know, there's this great tweet from Eric Tornberg. He said, content today either needs to be timely or timeless. Mm-hmm. Mm-hmm. There's no in between. Yeah. And I think it's a really good note of - That's true. The middle ground, which is kind of where most YouTube lives. Yeah. Is in that middle ground of like, this isn't immediately timely and it's also not timeless, but I'm going to spend two weeks making.

44:14Samir Chaudry:Oh man, that's so brutal. Right? It's this murky middle ground where I think we're recognizing like that era may be winding down. Then you look at the people who make short form content straight from their phone, they're moving at a much quicker pace. So I agree with this one. I don't know how to get there yet, but I agree with it. But I also find that writing, you know, tweets, that's a great way to get there because you're like, I can publish this immediately. so um this i wish i had this skill set but i don't but you know who does mr brian johnson this is such a valuable skill and it is such an unlock for how to think about content so this is to approach everything that comes your way as yes and no matter what it is if you have the instinct to say no but to correct someone to do something different put it to the side for a second and say well, what if I was to say yes and to this?

45:09So this is some examples. Read the first tweet and then have the yes and experience.

45:18Samir Chaudry:My urine is now blue. Started methylene blue today. Which is a typotherapy. Okay. And then am I meant to read Neil Stone's? Okay. Then another tweet under it from Neil Stone. Methylene blue is a synthetic petroleum-based dye. Why take that? brian johnson was really moved by the smurfs movie so essentially like a hater responding and instead of brian being like well i'm gonna take it because it has the benefits of blah blah like trying it's like well what if we agree with this person where does that leave us that's interesting okay the next one we need an anti brian johnson someone who sleeps four hours lives on fast food drinks heavily smokes never exercises yet somehow achieves perfect biomarkers through a cocktail of drugs would be way more interesting.

46:04Samir Chaudry:Brian, I'm pivoting.

46:09Do you guys know Liver King?

46:11Samir Chaudry:Yeah, of course. This is really funny. I forgot that Liver King was also named Brian Johnson. And they're the same age. That's crazy. Okay, so you have a fork in the road with Brian Johnson and then Brian Johnson Liver King on the other side. And there's a kid there and the meme says, which way, modern man? and Brian Johnson says, honestly, Brian Leverking has painted a more compelling vision or a compelling vision. Yeah. Got it. So it's also like the playfulness. It's the playfulness of the internet where it's like -

46:38Colin Rosenblum:It's part of the humor of it too. Yeah. Being too self-serious. I think this goes in with the polished stuff

46:49Samir Chaudry:you showed us from the beginning where I think actually polished content looks very self-serious. And the equivalent of like being not self-serious in responses is also showing the like messy table with the pills on it, meaning with the supplements on it. That's like a playful, not so self-serious thing. Yeah, that's cool. That's interesting. The other thing, and this is kind of like, it's hard to kind of explain, but the other thing that it does is it captures energy, negative and positive, and it turns it into your energy. so when things go viral online they just like an amount of amount enormous amount of energy can happen that can be positive energy it can be entirely negative or it can be a combination of both usually it's a combination of both right viral content typically elicits both positive and negative if you say yes and all of that energy it all of a sudden becomes yours does that make sense people enjoy the fact that brian showed up with the yes and energy and it becomes like we're almost a bit one big family and we, yeah, we agree.

47:48We disagree, but like, it's funny and we're just playing, we're having fun. And so you really get to, it's a real skillset in converting people to your team.

47:57Colin Rosenblum:I like that.

47:58Samir Chaudry:Four months ago, we saw a video, you know, you've been relatively behind the scenes, but you know, this, this video and tweet came out from Brian about having a girlfriend. There's a YouTube thumbnail. It says, guys, I have a girlfriend. Brian is smiling, hugging you. Yeah. How much did you guys workshop this as a marketing moment versus like, how did, I think a lot of people would be curious about this. Like the behind the scenes of rolling out the fact that you guys are dating has been a very public thing if you're on Twitter and it's been a very loud conversation. Yes. So I'm just curious about that.

48:33No, that was all Brian. Like he, he's been wanting to say positive things about me online for a long time and this and he was wanting to announce the relationship and so he spent like two months just writing in his head he does a thing where he writes it in his head and then he just sits down and does it all in one go so it doesn't become this iterative process on page which is quite hard to write and so he was like iterating in his mind for two months and then wrote it all that big long post in one go and that was just like an authentic spewing. I think the iterative poses in his mind is he really does treat his audience as family and he wants them to have a good time.

49:11And so I think part of it is also like, what would the people enjoy reading and understanding? A lot of folks think that like Brian is selfish because he's spending all his money, but you don't go viral like that unless you really deeply care about people in the community having some value from what you're saying. And so, yeah, that's just like a completely organic process. The video, one of our editors put together of his own accord without any input from Brian and myself.

49:42Samir Chaudry:Got it. Just totally observed us in the moment and then put this really loving, thoughtful piece together just as a pure storytelling person. And what has that been like to be a more public part of this now? Oh, great. I mean, I'm very much a shy person by nature. And so I'm learning how to take up more space and step into the spotlight and all that kind of stuff. And it's definitely a stretch for me and something I'm having to kind of overcome my internal desire to kind of shy away. But what I love about it is the playfulness and freedom that Brian gets to play online. So like, I don't know if you guys saw, he tweeted about us having sex.

50:21I did see that. Yeah. Like everyone's like that. Now I'm getting congratulated in public. Like people like, congrats on the sex. Um, and a lot of folks like, how do you feel about that? I'm like, I love it. Like how fun, you know, we just get to say what we want and it's true. We did just have sex and it was silly. And it was like, in the moment he was kind of like, should I post this? And I was like, sure. Great. Do it. It's fun.

50:43Samir Chaudry:Yeah. It's, uh, it's very contrarian to how we've operated as human beings, uh, for a long time. Uh, and it definitely creates a visceral reaction, positive and negative, as you said. Yeah. Yeah. It's interesting. And a lot of the content we do comes from, I think both Brian and I are pretty neurodivergent. And I know growing up, like I wanted to know a lot more and there was so many taboo topics. Let's take erectile dysfunction, for example, ED predates a cardiac event by three to five years because the blood vessels in the penis are small, similar to the heart. And so it'll show up in the penis first before it affects your heart.

51:23Now, this is a really important thing for men to know if they're experiencing ED. And this is just something we don't talk about. Same thing with sexual arousal. I didn't know that the cervix retreats prior to sex, which makes it a more pleasurable experience for a woman. And it's actually really important to know that so that you can look after your own needs and also communicate to your partner so they look after your needs. And so there's just all these things that people don't want to touch that for us, it's like, this is biology. Why can't we talk about it?

51:51Samir Chaudry:Yeah. Thank you so much, Kate. And hopefully we converted Colin to a blueprint subscriber. I think I'm definitely, that's kind of all I can think about.

51:59Colin Rosenblum:It's like, I also feel like now I need a wide brimmed hat to go outside. Yes. Three feet, right? Yes. That's like the one thing that, yes, please. I'm very overwhelmed. I got my hat. Yeah. Thanks for having me on you guys thank you for coming