Mastering Personal Branding and Content Strategy | Ep 766

26:11And so, you know, if I could be honest with you, like, I remember seeing you speak at Bradley's office in 2020. And bro, like, I was lost, man. It wasn't that it was boring. It was I just got lost. I didn't know what you were saying. So I noticed like people here who like see Alex now, they're like, man, this is amazing. But I feel like you were still of a similar intellect at that time as you are today. But now you become like so much better at presenting and teaching and all the content. And so I feel like, is it the reps? Is it something that you really focused on? Did you get a coach? How did you go from having all this knowledge and throwing it up on spreadsheets that no one can understand to being able to present the ideas to where now millions of people in the country learn from you as their teacher?

27:02So the process that I outlined in terms of making content better and finding ads that worked is probably the single most repeated process I have in my life, which is I do a ton of volume. And then I look at the top 10 % of that volume. And I see what does this have that's different than this other 90? and then when i see ideally if i properly identify what the difference is between that 10 and 90 then i cut out the stuff that's in the 90 and do 10 times more of the 10 and then i do it again and that has fundamentally been how i've approached everything if i want to look at like how do i improve a sales script i listen to all the the sales calls i look at the ones that we were like these these calls are pristine they're awesome calls like look at the looping all the stuff that's involved we're like okay what was different about these calls versus the others okay we didn't talk about this thing we didn't ask this question but we did add this question and so then the script gets pruned and it gets cleaner it gets tighter and so when i looked at the content that was doing better it was content where i didn't use big words where i didn't talk about complex topics but or rather i talked about complex topics in a simple way and so i was like oh so one of the big um one of my first early videos that hit was um which now has come to haunt me uh how to get your wife to go where you want to go to dinner which is you know you wouldn't You wouldn't be opposed to going to Cheesecake Factory, would you?

28:19Which now everyone asks me if I'm opposed to doing podcasts, I'm opposed to doing speech events, whatever. But the thing is that it was a sales technique, but it was applied in a way that could be more accessible to other people. And I see that as the best of both. I'm not against getting a viral video as long as it's about business. And so that was a video that talked about a really powerful sales technique, but did it in a context that many people are in every day, which is figuring out what you want to eat for what do you want to eat for dinner and so that was a great crossover so i was like okay what was in this video i was like well we had big brand names so that was something that people recognized i was like i use simple words i used an experience that happens to many people all the time but it was tied to something that could make money so it's like these are all the things and so then when i'm making other concepts like okay is there a brand that we can draw into this is there an example we can pull in is there and so it's it's fundamentally doing that process of the first step that everyone skips do a shit ton then look at the stuff that worked well and then do more of that and i know that sounds incredibly simple and the only thing simpler is just not doing it yeah that's true and so this is part of the pre-work sometimes you talk about so it used to be that you know and i'd done this too we would just go in the studio we got to make content and shoot shoot from the hip turns into like a nightmare afterwards you have to clean it all up and figure it out and then sometimes i thought that was the easiest because i just didn't have that time.

29:43But you've talked about a process recently where you switched to doing more pre-work. Can you talk about this? Yeah. And we have a little saying is, was it an ounce of pre is worth a pound of post? That's our little... All the media guys are like, please more pre-work because more stuff they have to do on post otherwise. I will say this. Have you ever... Who here makes content? Can I get a hand raise? Okay. So keep your hand raised if the content... If you've had a piece of content you made that you really prepared a lot for it. You don't... Not all of them, but you've had one that you really like took some time on okay did that piece outperform your normal pieces okay well some of you suck at making content um the thing is is that when we prep a lot for a video we know that it's going to do better in general and so there's those and then there's the equal opposite which is where i'm fired up about something i'm like turn the fucking camera on like i'm tired of this and so then it just becomes a rant but like those are kind of the two polar extremes.

30:38The middle is where it kind of sucks, right? Where you're going in, you're punching the clock. You're like, all right, what are we going to talk about today? Like might as well not make it. But fundamentally, if you have each video that you outline with, what is the promise for this person, right? What is the proof that I can deliver on that promise? And then what's the plan that I'm going to walk them through? And you want to get that all that done in like eight seconds if it's a long, like we're experimenting right now. I'll tell you guys a fun experiment running. We're trying it. We're trying a no intro video.

31:05Yeah, it's going to be really weird. We're and see what happens. But I'm so convinced that just the more and more we shorten this intro, people... Think about you. You consume a video. You just skip past it. You just want to get to the meat. And so I was like, all right. Well, if we have 13 ways to create a monopoly ethically, we should just make it like... All right. So the first way is... And just go right into the video. And then have a lower third that edifies me and covers some of the... Who is this guy? And so anyways, that's stuff we're experimenting with. But just to give you an idea of how much I really want to compress that.

31:37And that's the stuff that we will obsess about. And in ads, for example, I know I'm going off, but the first... If you run paid ads, the first half second is tiny. It's tiny, tiny. You have to obsess about it. And I've been running ads for a long time now. And I've been making content for a short time. But in both of those, all I can tell you is that it's been unidirectional in terms of my obsession with the first moments. It's all about the first moments. And so some of you do have amazing videos that you spent a really long time on, but it took you 45 seconds to get to the point of the video and you lost everybody.

32:14And so if you can just get to the point faster and say as much as you can with as few words as you can, you may realize you don't want to make a 45 minute video if you can say it in five. And so it's about value per second, not seconds of value. And that, by the way, goes for everybody who's in education. So if you help people, if you train people, you do whatever, it's about how can I distill this in as few words as humanly possible. And if you've never done this before, take your words, put them into Hemingway or any writing app that gives you a grade level. Keep beating it up until you get it to third grade.

32:49And then look at what the language looks like. If you start speaking in that way, people will understand you better. What you're not going to do is people are like, If people can't understand me, I don't want their business. It's like, well, I do. Their money spends the same. And so what happens is if you make it simpler for people to understand, more people will. And the people at the top will simply enjoy it more. Because it requires less mental effort for them to consume it. Which, by the way, part of the reason that being an authority and having proof that you can do what you say you can do matters is because it's actually more efficient for the listener.

33:31If you're a teacher who says they can help me to invest, you might have information that's better than Warren Buffett's. But I constantly have to appraise what you're saying in real time to decide whether I do think it's better or not. If the richest man in the world gives you investing advice, you actually don't have... You turn that part of your brain off. You're like, I'm just going to listen and take it as fact. And so it's actually lazier consumption to listen to an authority, which comes into all ethical things around persuasion. But like, fundamentally, that is why demonstrating authority is so important, because it actually makes it easier for them.

34:02It's less effort for the consumer. Yeah. And so like, for that looks like for so many people here is like, hey, in the last 12 months, I've been able to help this many clients do this result, or, you know, show one of those results. And then now we're watching it, the viewers average is like the average viewer is watching saying i don't have to decide if this guy's full of shit i can just listen to the video or watch the video so i love that and so you talk about ttv uh in a business sense when we have our products and ttv sends our time to value is this the same concept in video 100 okay so like we talk about value per second so a lot of the people in the room who said let's do this because i think this is really helpful for people uh here and watching this the people that said they spent a lot of time on that video and they thought it was going to be a banger and it wasn't it bombed yeah it got like 13 views on youtube and it got eight on instagram and they're like they dm me at 11 o 'clock at night saying neil i know you're into you're preaching content but it just doesn't work for me yeah it was probably because of this yeah it's most likely totally 100 100 well there's there's two extremes that if you're that person, right?

35:14So if you're that person, I'm talking to you. So you have two options. One is you can say, I will never do content again. I mean, that's like taking the logical stream. Like that's it. I will never try again. I am so fragile that me putting an hour into a video and it not working out that I will forever forego a free form of advertising that could get me customers. That's what you can do. That's an option. Or you try again. That's it. You try again. You make 10 videos that you spend an hour on. And you just look at the one that did better of the 10. You say, what did this one have that the other ones didn't?

35:53And then you do more of that. And over time, we talk about having... So at Aquasim.com, we've been saying it's no silver bullets, only golden BBs. And so the things that create excellence are never one big thing. If it was one big thing, everyone would do that big thing. And realistically, if there ever are silver bullets, everyone immediately starts doing them and the whole industry moves up and then it becomes baseline again. And so it's all the details. It's the 99 golden BBs that matter. And so if you don't already have checklists, live by checklists. Because you can't keep it all in your head.

36:26It's like, okay, I have to have the interest to have these four things. And I also like, just have it in front of you. And it's like, okay, let's make sure. And one of the things I would encourage you to do, like I wish my team could like nod their heads right now. We will sometimes go through an entire video and finish it. And we'll both, and I'll be like, I think we can do that one just again, but better. And they're like, let's run it again. And so we run it again. And so once we get at the end, we're like, I feel like we could do it better the third time. It's like, all right. Even though I've just said the same thing for the last two hours, because I just did an hour long video, took it again hour-long video took it again and then the third try it comes out perfect and then it crushes and so i like one of my favorite sayings in training is awesome again like you're training a sales guy you're like awesome again and so you're training yourself you just have to think to yourself like awesome again yeah and i love that because it's like more reps but also being intentional about the process like he talked about success leaves clues why did this piece of kind of do better how can we go deeper on that and i love the idea of just having a checklist yeah like really simply what you have to go through to make each video what are all the elements of proof does this thing have it what are all the ones like what are all the elements i made this the one proof video that i have really good okay well it started with a painful experience all right let's make sure that all the ones we have start with painful experiences not saying that's what it is but i'm saying hypothetically that would be one of the things that you could add yeah and so a lot of people are concerned about ai and you know deep fakes and all these people making content and stuff and ai is going to take over the content generation but you talk uh you did a piece of content recently about how to create ai proof content like i'm not proof in this case but like ai proof like it's we're immune from that what is that so unless ai lies they can't talk about what it did in the real world

38:21so you could talk about what you've done yeah it's pretty simple so yeah it's like documenting the stuff that you've actually done in the world like you do shit and talk about what you did then no one else can talk about the stuff you did because only you did it it's very simple i love that and also uh if you keep doing things you'll never run out of ideas for your content 100 like i said because I often get that like, where do you think of content ideas? I'm like, I don't. I have 100 other ones that I could probably make. But I just... I look at my calendar. And I look at all the conversations that I had over the last week.

38:57And I think, huh, this is kind of interesting. This is kind of interesting. And guess what? When you look at real life experiences, you have examples because they're real. And so I would... And I'll tell you for myself, for all the content that I make, it's very rare that theoretical content does well. If you want to teach a concept, it's like... Concepts are a dime a dozen. Giving people examples, making it real for them is what they value because they want to use it in the real world, in their lives. And so the best way to know that it will work in their life is that you told them that it worked in your life.

39:28And here's how. And so that's fundamentally, I think if you... That's what we call one of zero content, which is something that only we can make. And so everybody here can make content that no one else can make by simply talking about the stuff that you've done that no one else has done. I love that. And this is interesting when we talk about people in the room who talk about... One quick... I want a one quick add on that. So there's two ways that you can show proof, right? So if you're advanced or you've been doing this a while, then you want to show proof of results, period. As many as you possibly can in the format I've talked about the most believable way.

40:02Great. If you're newer, you can show proof of effort. So I could have said, I've made 35 ,000 posts. That's still enough work that people are like, well, I don't want to do that work. I want to see what he learned. And so fundamentally, when you're making content, one of the easiest frames to use is how can I give someone time back? So people want to buy time at a bargain. And so if you can just say, look at this took me... I took 1 ,000 sales calls. Like for me, Even when I was saying this now, I reviewed... It took me 4 hours to review 2 ,000 ads. You're like, well, I don't want to have to make 2 ,000 ads.

40:35It takes 4 hours. I'll list... What's the thing that you learned? That's the idea. And so you can do that by just looking at the stuff within your business. And so this process of look back, see what worked, that is how you create content. It's how you solve your own problems. And so whenever you make a little framework for your team, just tell other people about it. And for those of you who are like, another team is going to use my checklist. Lots of teams use my checklists. Hasn't made me less money. Yeah. You even said something recently where somebody said, hey, I came up with the closer framework.

41:10And no, you're like, no, I came up with it. Or, you know, like, how did, like, can you explain this real quick? Yeah, sure. No, I had a guy who was like, hey, I really hate, like, he saw me walking around in public. He was like, I used to hate you for a really long time, man. And I was like, cool. He's like, I don't anymore. more. I was like, thanks. And then he DM'd me afterwards because he followed me or whatever. And he was like, hey, it was because you stole closer from me, but I've gotten over it. I'm fine with it now. I was like, I don't know who the fuck you are, man. No. But the thing is, do you think it's possible that close the word is something that many salespeople have talked about?

41:48And it's got 5 or 6 letters in it. So it's easy to make an acronym that has a process around it, there's probably more. And you know what? There's another guy who's like, Hermose, he stole that one from me. There's always going to be things that people feel like you're stealing from them or that whatever. First off, if he were better at teaching it, everyone would notice his. First off. Second of off, I've been doing it four years before him. thirdly even if who cares yeah does he own the concept like you think snapchat was like instagram you took stories from us deal with it yeah it's competition it's how it works i remember i took i had a i went to a lawyer when someone copied my ads word for word and they were like yeah that's that's just competition man they're like this is an ip they're like this is what makes America he's like now you have to get better and I was like well shit yeah because I people complain that you know this guy stole my content this guy it's like these are just concepts many of us and so many of us are in the same industry in this room and uh you don't own the concept and I think like that's so kind of a freeing thing like hey I could just talk about my thing and not worry if I'm copying or not copying somebody else.

43:12So one is, even if you leaned into it and said, yeah, and? What are you going to do about it? Are you going to make more content? Beat me. Beat me. Everyone wants to... They threaten you with some sort of moral imperative. And you're like, oh, I can copy your content. And? What are you going to do? You're going to cry to mom? What are you going to do? beat me. You know what I mean? And so we have this like, I would never... It's like, it doesn't even matter. I think it's stupid to copy content because you're copying somebody else's life, which is dumb. But for that to be the argument, what a waste of time.

43:52Yeah. 100%. And so I want to get into a few things about the actual content strategy. And then as we wrap up, one of the obstacles that everybody in this room faces, which is they tell me they don't have time for content okay so first things first calls to action ctas in your videos uh could you give us some guidance like where where do you feel about this like what have you seen works what doesn't work where should we put them how often should we put ctas yeah so i think uh this is my two cents so we try and put i used to put them in the in the in the end middle we now do like 30 ish through the video because you just get more people are going to see it so about a third of the way through is where we where we do our little integrations is what we call them i never have um not never but i try not to put pre-recorded uh ctas in i try and relate it to the content because then it kind of flows more naturally and it doesn't seem weird and so we'll also think like right after we do a video we're like okay what's the right cta for this video so if you have the same thing like i don't want to have the same cta like you want to have different lead magnets different kind of problems that you can solve um that you can direct people so it's like if it's a video about starting a business, then I'm like, hey, you should check out school.

45:03It's free. And if it's somebody who's... If it's about private equity and debt, I'm like, all right, we should check out one of the workshops at acquisition.com where you should apply to become a portfolio company. So it's like, I want to make sure that it's relevant. And if I'm talking about offers or a really tactical lead thing, I'm like, oh, check out my book. I have a whole thing on that. And so it's just directing where I think it makes the most sense. And I think number one, that's number one. Number two is, okay, how do you make CTAs? I think the problem is less about CTAs. I think it's more that there's not enough value in general.

45:34And so it's like if you make the video and half of it's CTA, there's just not enough value. You haven't deposited enough to create motivation for somebody to take action. And so as long as you have a banging video, you can put CTAs in. It's just don't take up a huge amount of time. Let them know what is it, why is it important, how do they get it, that's it, and then just move on. And just keep it very simple. So these are like 30 seconds in the middle. I think they're even less than that. I think mine are like eight. I mean, they're just like, Hey, if you like this and you're trying to grow your company, I was like, we just started acquisition.com's workshop division.

46:09It's like, so if you're, you know, one to 20 million, I was like, it's probably a good set for you. You can check it out. See you there. And that's it. Like, let's move on. He just did one for you. Here. There you go. There you go. So this is the thing. People tell me, Alex, they're like, yo, bro, I don't have time. Like I got the, I'm putting out fires here. I'm doing this. I'm doing this. And you did a concept recently where you talk about how you create content versus how you manage the business. Yeah. And you call this maker time. Yeah. Can you explain? Because I think this really helped me in terms of like, I was trying to do both at the same time and it fucks it up.

46:41Yeah. So there's tons of research on switching costs between different tasks. Like you're like, you know, three times less efficient on both tasks by switching. And so fundamentally, you have time where the objective that you have is to make as many decisions as you can and have as many meetings as possible. And so I call that manager time. And so there are blocks of days, which is usually a half day or more where this is manager time. And so I stack as many meetings as I possibly can. And you want the meetings to be as short as you can, as targeted as you can, so you can make as many decisions as possible.

47:14So that... Sounds painful. Well, I mean, I tell the girls, I'm just like, I'm like, just destroy me. Just put everything you possibly can. And if someone's like, hey, do you got a second on Tuesday? I do mine on Mondays. is like, yeah, next Monday. And they're like, no, but like, this is how urgent is it? Is the business going to end? No. Okay. So it's not urgent. All right. Monday. And what happens is in the beginning, there are people are going to want to interrupt you. But very quickly, they're like, oh, Monday is the only time that I can talk to them. Guess what happens? They start preparing to talk to you.

47:47And so then they think ahead of what are all the things that I'm going to need looked at this week so they can make decisions ahead of time. And so you can be way more efficient with your time. And so fundamentally, it's knowing that for me, the things that have moved the business forward the most, when I look back on months and quarters, it's the stuff that I did in maker time. The manager's time just occurs. And so you need to make time for maker time. You don't need to make time for manager time. Manager time happens. And so it's really just fencing off where all of your distractions go into.

48:17And when I start those days, I know I'm not doing anything productive. And for some reason for me, I'm like, I give today. I offer today a sacrifice to my business. Bother me. Distract me. Tell me the 100 things that you want. Yellow or pink. I'm like, I don't care. Pick one. That makes sense. And so this is like when you're in maker time, nobody's bothering you. You're just working on this stuff. And you talk about using maker time to do the one thing. and what is that one thing for you and like can we how can we relate to this because i think that's the part that people are missing and that's why i talked to them five years later and we're in the same we're having the same conversation nothing's changed if you don't know what is constraining your business you are the constraint um and what i mean by that is like your lack of knowledge and so ignorance is the biggest debt we all pay for not knowing how to do the things we should and for me having absolute clarity on the one thing that's holding my business back means that every waking hour i have is dedicated to solving that problem and sometimes that solving that problem might take a year and a half sometimes it can take a month sometimes it can take a week right um if i want to write a book because i think that's it would be important for my brand that's not like okay i'm gonna write a book this week it's like no but it's got to be a good book Like, oh, that takes more time.

49:38And so it's like, but if I do this thing, then it will make the other goals that I have shrink into irrelevance or occur as a result naturally with less effort. And so we spend a lot of time trying to find like, what's the kill shot? Like, what's the one big domino, I think Tim Ferriss calls it, of like, if I just knock this one thing over, everything else becomes irrelevant. If you were to build the largest real estate mortgage personal brand in the space, would that make all of the other goals you have happen anyways? Maybe. I don't know what your goals are. So for me, when I started this whole journey with acquisitions.com, I was like, well, what's the most valuable thing for an investor, which is proprietary deal flow, which is deal flow that only comes to you that's incentivized.

50:20And so I was like, okay, well, if I just built that, then I can make up for the fact that maybe I'm not the best at picking companies. Maybe I'm not the best at... Maybe I don't have more capital than Blackstone. You're like, what are the... But if I have this, then that's something that I can compete. right and so trying to be really clear on like what is that thing that i can pour all my effort into that realistically you don't know how to do yet and that's what maker time is 90 of the time is figuring it out is figuring like the job of the maker is to do something that you have not done before and by doing that you get better and so sometimes it takes two weeks to identify and ask the right question but then once you ask the question then the answer becomes clear right And so I will say though, to be clear, if you're in a smaller business, your maker time is going to have to come outside of business hours.

51:10So it's the 9 to 5, you're doing your job. But it's the 5 to 9 in the morning and the 5 to 9 at night, which is where you're going to have your maker time. And if you're like, man, that sounds like work, welcome to the world. And if you're like, well, I'm not willing to do that. That's fine. I'm not saying you should. I'm just saying somebody else will and they'll beat you. That's it. Simple. yeah it's like i feel like a lot of people are talking about putting out fires and even talk about letting fires burn and building your teams but if you're not there yet yeah and you haven't gotten to a position where you could hire a bunch of people because you don't have the revenue or whatever that is then you need to do it yeah and so i spent like so much time at night just doing content and then for years until i could actually afford to be able to do it during my work hours so four hours is what i recommend for everybody so if you're not if you're not at three million a year yet.

52:01So it's about 3 million a year where you can start moving some of this around. But 4 hours a day is what it takes in advertising to keep letting people know that you exist. Because no one cares and they have forgotten about you already. It's 4 hours a day of just reminding the world that you exist. And so you can do that via content, you can do it via paid ads, you can do it via outreach, it doesn't matter. But 4 hours. If you do that every day, you will never go hungry. Because it's really hard to do something for four hours a day for a year every single day and not get pretty good at it it's tough like it's really hard to do and most people won't and that's why you win right that's it and simple not easy and most of you guys already know that correct now as we wrap up here alex like by the way has Has this been helpful for you all?

52:51Thank you.

52:55So, I believe, you know, you talked about us making priorities and doing these things. I feel like many of us in this room, there's some young folks here, but a lot of us are older, like myself, right? You know, you're 40 years old. I wish I would have learned this when I was 20. I wish I would have learned this when I was young, like you, bro. But I learned it in my late 30s and now I'm just starting in my 40s. And I feel like a lot of people tell me, is it too late? You know, fuck, is it too late? And so, what words can we give these people who are like, bro, I've been working on the wrong thing for the last 20 fucking years.

53:30Yeah. I'm 50 years old. I'm 48 years old. I'm 52 or whatever. Like what can we say to these people who are like and to actually say, man, it's not too late how do we move forward no i don't know the right shit no i give up now

53:52yeah bro just um just accept that you will never never win and that there's nothing in your control and no one has ever been in a worse circumstance than you and made it work better like you have insurmountable odds being in a room that you paid hundreds of thousands of dollars to be in in America, access to technology, and you're right, you won't.

54:29Yeah. Because what's the alternative? Like what option do you have? So I think the amount of effort you should be putting into deciding whether you should do it or not is zero. Like I have so little energy to convince and so much to educate and support. And so I think that for you, like if you know what you have to do, then all of the space between knowing what you have to do and doing it is your competitor's opportunity. And so if the thing is, what are you going to do? You have you're 45. Okay. So you've got 20 more years, you're just going to say, well, I guess that's it. It's like, well, then die now.

55:16Well, you're pretending like you're dead. So you might as well just do it. I'm being purposely hyperbolic here. But I'm saying this because some of you have to get slapped in the face with reality. It's like, what are you going to do? What else are you going to do? What are you going to do all day? And so fundamentally, I think, what does this change about my behavior. So rather than having all the like, what if it doesn't work? What if people laugh about me? What if it's like, if more people know about my stuff, I will make more money. Period. If more people know about my stuff, then more people will buy.

55:47Okay. If that statement is true, then what actions do I have to do on a daily basis to let more people know about my stuff? If I make more content, make more calls, I do... I run more paid ads or I make more ads every day, then more people will find out about my stuff. Okay. Well then, unless I'm complaining from the fact that I can't handle the number of calls that are coming, which is one of the problems that I've always had in my whole life. I usually out-market my ability. Usually I have to just sit on my hands and be like, just let me know when you want more leads. But until you get to that constraint in the business, then you are the constraint.

56:22You need to make it rain. It's like you want to be this big successful business owner, but you're not willing to say like, I started late. So did Sam Walton. So did Colonel Sanders. You know what I mean? But again, it's this fallacy of the perfect pick that you wish you could choreograph your entire life from day one so that you could, what, be number one in this space for a few years and then somebody else will be number one? like it's completely irrelevant because i think the big thing is is that we have this external goal that like this thing that we want to achieve but like you're who knows who the top 20 richest guys in the world were 30 years ago a bunch of japanese guys before the japan economy crashed no one remembers it was that those guys whole life goal to get there but even if you're number one even if you're basis even if you're musk you touch the top for a few seconds and then you're gone.

57:18And so the idea that you wouldn't begin on something that's uncomfortable, that's going to make you better, because you don't think you're going to be able to touch the top, which also isn't going to be relevant anyways, means that you don't think you're worth investing in making better at all. And I think that that's... I mean, fundamentally, I've seen the purpose of my life as to grow, to get better. And so if I have opportunities to get better, then I'm excited. I'm like, cool, let's do it. I don't know how to make content. To your point, I mean, everything's relative. I started making content when I was 30, whatever, right?

57:53Like realists, like trying to actually do it. And there's like, these Gen Z motherfuckers are getting able to do it at, you know, whatever. But then, but you know what, they got a different set of problems. They're going to have AI that's going to hit them way sooner than us, right? We actually got to, you know, establish, you know, a foothold in the world. We got a little bit of financial, you know, support, whatever. And so it's like, everybody's got problems. These are yours. and only because you deem to call them problems. But either way, what are you going to do? How is it going to change your behavior?

58:21And is there a world where you don't want to become the best version of you? Where you say, because I can't be number one, which only one person can only for a specific time period, because I can't have this completely ephemeral outcome, I choose to be nothing to no one forever. That sounds pretty dumb. Guys, give it up for Alex. Thank you.