You're Wasting Time on People Who Will Never Buy Your Sh*t

0:00Podcast Nation, before I get you into today's podcast, big announcement. As you probably heard at this point, because I had John from Stand on the show, I'm an investor advisor to an incredible startup called Stand, Stand.Store. I'm sending you right now to GaryVee.com, GaryVee.com slash Stand. Go check this out. We've done a GaryVee Stand Store Challenge, which actually has a weekly call with me. This is built for everyone who's been affected, honestly, by my overall content. the tech stack all these features and the minimal costs per month that stand store has built is really the tool that was needed for this world that i envisioned when i wrote crush it when i wrote crushing it and this overall thing i'm thinking a lot about lately which is the individual empire right this this creator entrepreneur slash entrepreneur creator economy that i think is going to eat up the oxygen very honestly the thing that so many of you want in your life and the reason so many of you are not there yet is you've got the strategy for me you've got the ambition within yourself but you don't have the tools for you to fully maximize it and i believe you can find that at stan store stan dot store but specifically i want you to sign up for it through my challenge because i want to get access with you and plus there's a bunch of cool things so if you want to go see those cool things go to garyvee.com slash stan s-t-a-n now to the podcast this is the gary My first question is how do I gain the trust with ad agencies or anything if I'm not actually producing the content?

1:37I'm more so like the project manager, accountant manager. By reverse engineering what they value. So you may not be able to for some shops. Sure. For other shops, just getting the volume of output at a cost that allows them to make margin is what they care about. Sure. I think one of the, yeah, so I think what you need to do is make sure, this will play for several people in the room, I think one of the biggest mistakes that companies make in agency landscape and SaaS products is wasting time on selling to the unsellable. I'm just fascinated by people's ideology that they want this customer as if that customer is any more valuable than the other person that pays$6.99 a month because they made it emotional to me the best way to sell something is to be unemotional and go fast and so there will be many people that don't want to do business with you because of that and there will be many people that don't give a shit what you need to do is spend as little time trying to convince and as much time as you can finding the ones that are aligned yep okay make sense yeah totally i'll let you sneak one more in because it was quick yeah please and then we'll get the third if we're going to try to go around as many times so we can pretty much i guess again me just now starting out how do you approach people trying to share your post or leave a comment you know and that type of thing like do you approach friends and friends share or is it you're trying to get your target audience you know i think there's a lot of different points of view and you know obviously there's a platform being built just down the table to like help scale but you know to me the thing that we'll spend time on when i get to her is like i i don't think all posts are created equal and so to me you have to be agenda driven so for me i think it's more about you joining Facebook groups, you creating LinkedIn creative, which I think will work for a lot of you, and then target with ad spend against agencies, and you replying thoughtfully, you know, you should map every single CEO that is a creative shop that you want to do business with, follow her or him on every platform, and then thoughtfully leave a comment of two to three sentences to every post.

3:58I genuinely believe depth wins the social game, not with, and I think everyone's buying into width so for me i think that's how you do it okay i think you create your best thoughts and put them out and i think you community manage aka leave creative comments on things that you think resonate in your world okay cool um i apologize real quick i'll give you an example just leaving some thoughtful point of view on photography under the creative lead of a 15 person agency in Dallas leads to business development for you because she sees that and she's like who's this woman you know are you without other people that follow her and say give them a comment but where everybody fucks up in my opinion is they go for scale not depth so like I see a lot of people buying automation tools to like people's posts just because they think that gets them awareness like a lot of short tactics that are good for vanity metrics for five minutes, but terrible for business.

4:58Okay. So one thing we've gone into in the art industry is people are pretty, I know, KG was saying that they're using a certain product or, you know, they want to keep everything close to the best. But we found referrals, word of mouth, and people asking who our other users are to be the fastest sales. Okay. So kind of. I would turn that into creative and pump the living shit out of that on LinkedIn. You know, what's that? Well, I just, as far as like writing articles. Audio, yep. Video, yep. You know, like I think, you know, one of the things, so for example, I think, and this is really a fun time to say it because it's two posts ago or three now.

5:51If you look at my Instagram, there's a cartoon, right? now my cartoons or comics or whatever you want to call them have done quite well ironically the one that's posted reposted go is one of my least performing posts in a long long time which is perfect because it lets me make my point the answer is yes to everything which is why no matter what you were going to say I was going to say yes and I was going to do what I just did because the reality is is that people consume content differently and so like the reason the number one goal you have is to eliminate friction for the person you're trying to sell to at scale linkedin which is something i didn't talk about at all until like 18 months or 12 months ago the reason it's coming so much out of my mouth right now is it's the first platform since facebook that has so much organic scale like you're you have no brand you've done nothing and you can literally write an article about why you think bokeh is a good market to invest in why you're somebody good to invest in, why the Boca School, my recommendation, think like a publisher, not like a selfish salesperson, why the Boca School system is up and coming, because, you know, whatever it may be, that post for you with no presence on LinkedIn is gonna be seen by way more people than you could ever imagine.

7:05There is no platform right now that gives free organic reach with no paid support, even remotely close to LinkedIn. And even the fact that I almost just said Facebook, was really interesting to me as an insight because it was the only other place in, like it used to be search on Google. Like if this was a meeting in 1999, I would be yelling at all of you, be like, okay, so there's this new thing called SEO and you have to figure out how to be number one on it. Fuck the yellow pages. Like, you know, it's all been one game of that. Where can you get the most awareness? For the least, LinkedIn. It's really uncomfortable.

7:41Now for you, you're so specific that I would actually spend the ad money to target people in the art business. And all of you can do that. The ads are a little more expensive on LinkedIn, but they're stunningly targeted. What I like is you've already figured out what works. Some of us don't know yet. Now you turn those testimonials into creative, but find a way to make the testimonial feel less like an infomercial at night. So you have to be, I'll give you a great example. I, I'm gonna give you this one. I think this would kill. Get five of them, three of them, in literally radical candor. Email them and be like, hey, we're about to do some LinkedIn content.

8:24But instead of asking you to do a video for me, testimonial, I'd like to invite you and four of my other high quality clients to dinner. I want to buy you a nice dinner. We're going to have some nice bottles of wine. And we're going to talk about the art industry as a whole. And I'm going to film it and then do chop ups and then put it on LinkedIn, right? Then as the hostess, You'll talk about macro, but you'll find ways to integrate things about your business, which inevitably will lead to some great quote. You know, Johnny says, ah, fuck, yeah, we used to fuck that up before you. Got it? So what I'm very good at, and actually, this is very meta, this right now is more for the content than what you're paying our company to be here.

9:15just is this is not especially running it through vayner and all the overhead not the best use of my time financially it's i want the questions and the content if you look at how much of the content i've been putting out the last year is from four d's this puts me in a good position to create a new idea the flub of linkedin and facebook dustin can now quote and that could be a two million viewed because that's an interesting piece of content right i looked at him earlier when I said something to you, I can't remember, like, the depth width thing, you know. So, even, like, literally the advice I'm giving you, I'm living in the meta right now.

9:49Create environments, this can lead to, by the way, this could lead to why you would do an exhibit at your best friend's gallery about your product, strictly about the subject of the business of art, but you're filming it, boom. Got it? Yeah. It's really interesting. I want to get everybody to think like a publisher I need to make you think like art magazine like real estate investment monthly right like Vogue not like the company you are because then you go from a commercial to quality content that actually people want and then if I tell you where to put it that's underpriced that's the story of my life that's who I am that's how I got here bring value and figure out where it's underpriced so you get the maximum amount of brand equity from this LinkedIn thing is a dream because it's a business context world but it's acting like Facebook and everybody's being successful it's crazy I'm getting emails it reminds me of early it it definitely will work so that's what I would do plus then you're also doing retention you're buying a nice dinner for right you're doing you're like you're winning on so many fronts you know like people don't do a good job with farming they do a good job with hunting more more customers, more customers, but they don't do a good enough job saying thank you to the ones they got.

11:13So as I mentioned before, my company is basically in the infancy and I'm trying to just, you know, get my coat in the water. So my first question, I guess, is, you know, where would you start if you were me? And this is the concept of not wanting to be at the mercy of brokers selling your properties? Selling my property, but also leasing the space. From a commercial standpoint? Yeah. But this is strictly on that side of it, right? This is not to raise capital from investors. So basically my plan is to do a couple deals and then raise money. Understood. And you have some inventory? yeah I have about 300 ,000 square feet of office space in Boca and Jersey yeah understood and so to me I think you're barking up a really interesting tree and it's something I think a lot about because I think it's quite a lucrative space because there's so much margin being made by the brokers and there's no innovation being done by the developers I started giving you previews of it a couple things are based on that square footage first you have to reverse engineer who's likely to rent from you so is this localized or is this at such scale that we're looking for national players so they're basically different kind of buildings the one is got 20 ,000 square foot you know floor plans where i have like geico and big institutional where i still would think it's local at least to central jersey before they go to south plainfield or towns in the neighboring area but it's pretty localized and then boca is the opposite i have like 60 small offices from 500 to you know maybe uh 3 000 max 4 000 max and so they're local business owners so there's two ways for everybody ready to go here and it's a good time to put it into play.

13:24We've gone down the path of more of content as a publisher. You either want to become the magazine or the guy or gal they put on the front of the magazine. Right, and if you think about it, that's what I've done both of, right? For my companies were the magazine, for me, Gary V, I'm the one on the cover. You know, you're a reserved dude, but I never think that that's a prerequisite to building a personal brand. My biggest fear is that I believe building personal brand, which I view as not charlatan, but more like having a reputation in 1947. I always worry that if I'm the messenger of that advice, that people think that they should do it the way I do it, which is very hyperbole.

14:06My energy is pretty over the top. That's my natural energy when I'm on camera or on stage. But I think that you have to make a decision of one or the other or both. and by the way that goes for both of you as well you know like being a thought leader is crippling to people because they think they have to be a leader I think it's being a thought contributor right so the reason I hate when people are like oh you have to be a thought leader I'm like no you don't you have to be a thought contributor now at it's worst is what we see on social media every day which is people pontificate as keyboard warriors about shit they don't know at best I think it's all of us being very self aware and deploying what we know right So you're a young, is this a business you start as a family business?

14:50What is this? Yeah, so it started as a family business. And basically, I just spun off on my own. Understood. So that was my intuition given the scale or some other unusual reasoning. That's a huge advantage for you. You get to, right. And so you get to lean in and say, look, this is, you know, like, I think that's an incredible thing to like, like lean into, which is you have something I had at 28 which is at 28 years old I knew everything about the wine and spirits business because I've been doing it since I was 14 and I was doing it passionately and I gave up school and social life to be the best at it and so by the time I was 28 I was fucking by the time I was 28 I was done actually I had achieved what I set out to do at 22 I built one of the largest independent stores I built a big business for my dad and I was ready to kind of actually start transitioning into something else that's why Wine Library TV and all this other stuff started happening which led to the Gary Vee that we know today.

15:47And so I think that's an incredible place for you to play. You know, you can, but you have to be self-aware and you don't have to build a personal brand. If we're gonna build it through the company's name because you're more comfortable with that, then I think you need to produce a show or content, either a running podcast, which again, doesn't even have to be you, preferably you because when you lose the star, that's a problem. I think it has so I'm a very big so Boca I'm very interested in I'll tell you why I think if you started a podcast called the Boca Small Business Forum you would crush this is something everybody I know Nick and I know you guys have heard this multiple times the high school party concept which is if you host it you have the leverage so it was always fascinating Alan Shuttlebauer big shout out Alan did it in my high school took advantage of his parents parents not being around through the parties went from a c plus he was b minus when he first came but went right to an a popularity because he hosted the party again whether it's you or some other way you do it if you have the bokeh business podcast and you now are inviting other businesses like like the queen b that's been here for 54 years is the baker or the real estate agent or whoever right the guy who's got the sailing company like you host the party within five six months you have the podcast that every smb in boca is listening to aspiring to be on but what it really becomes is a gateway drug to you leasing out your space you don't have to mention it once and you'll lease it out yeah you could you don't have to mention it once they're just gonna be like who is that kid oh he owns a lot you know like it's so i always tell people let your profile do your selling put out a lot of value in your content if people like it they're gonna click your URL and your Instagram let your profile do your selling so I think those are the themes that I'm thinking and the platform you suggest I love the idea you guys haven't done the personal brand part yet the content tree so like I will push everybody to podcast like you would not believe even more than video because I think video is a bigger mental and infrastructural jump for many I love podcasts because of the following you do a podcast, you film the podcast which gives you video you get the guest's audience when they're a guest because they're going to promote it bringing you awareness I'm obsessed and so how would you come up with content for the podcast?

18:25that's the best part I'm good at what I do and do something if you look at the top 100 podcasts outside of like shows that are scripted like serial the amount of individual humans who have a podcast where they don't interview somebody in the top 500 is almost non-existent it's like me and I don't I haven't done enough homework but like maybe just not a lot I'm trying to think who does a straight talking no other guest I don't know nonetheless podcasts are a fucking layup especially if you go my route and level up and make it broader the Boca business podcast The first person can be the fucking third generational guy who's 58, who owns the boat company in town that's been crushing for years.

19:10And when you email him on LinkedIn or his email and say, hey, John, do you want to be the first guest on the Boca business podcast? The answer is yes, because John's not being asked by anybody to be on a podcast. Got it? And then literally the content's a piece of cake. So, John, tell us about how you got started. So, John, what's happening now? How's Boca changed in the last? Like, you're fucking 40 minutes done before you even started. Asking four questions and going to sleep. Yeah, so what do you think, you know, like, about maybe expanding it to, like, Palm Beach County so that we have... Yep.

19:47Fuck, to be frank, depending on your ambitions and skill set, make it Florida. Yeah, South Florida. I'll push you to America. I just need to know what your ambitions and capabilities are. Does that make sense? I love hyper local because I think it creates depth of results in a very narrow place but I love national if you've got the fucking juice, go you know then you put the podcast on all the platforms which is very easy, you can google it or we can tell you that's just like record, upload, Spotify SoundCloud, iTunes Stitcher but then if you record it and let's get it straight here for the first 8 years of my career I didn't have a team so the way I would have done it I would have had my iPhone on the table and recorded it and then literally posted the raw fucking video on LinkedIn.

20:39So like, you know, people, again, being the messenger of a lot of these things right now scares me because I have a level of notoriety now, leverage, infrastructure, but I got here by doing what I'm telling you to do. So in another life, I was a rock and roll DJ. Amazing. My last gig was broadcasting to 20 million listeners a day for XM. That's crazy. So I have some of that. That in you. Yeah. That's good. I mean, look, that's, as you know, like, to me, I hope people don't shy away from that. You should triple down on that. It's the top of the funnel. I do. Good. Whether it's pitching or rush bringing or interviews, we do it.

21:18Good. Which is great. Like, my team calls me Kately. Kately from lately. Like, all that. Okay. So I have a couple of questions. I may do one in short. No worries. But one is I do a video of the day that in addition to other videoing, this is a minute long roughly, and it goes to our Facebook profile, mostly exclusively, sometimes elsewhere. It's just me holding my phone and I say, it's a day in the life of a startup entrepreneur. Love. And I share. Whatever. Yeah. Today I was at VaynerMedia. Yeah, exactly. And it's usually some kind of real deep insight. So one of the things that I love about radio and podcast is the pulling back the black curtain and getting people like that access to that's where the theater of the mind comes into me.

22:02Of course, I've been in a million green rooms. So I like that. I learned that my eyes like that as well. So we use that video to give people that behind the scenes look of like what it's like. And it's, you know, female entrepreneurship is of course, of course, which is great. And so we sometimes put it on Instagram once. No, I think it's super short on Twitter. But I'm thinking about LinkedIn, of course. you have to put it everywhere you know that right well the late days we haven't because I'm concerned you have to put it everywhere contextually post produced for everywhere so let me yes and here's why I haven't I mean this is what I want to ask because it's sometimes it's not very investor friendly because sometimes I'm really that's where they all are no just do it yeah that to me is like cool first of all let me give you great advice any investor that won't want to invest in you because it's not investor friendly is not somebody you would have won with anyway it's not your DNA it's like me thinking about that shit got it?

22:56you want to hear something even better? it's going to help you what it's going to actually do is keep those investors away which is going to save you three to eight bullshit meetings that are going to cost you time in the future it's probably going to make the investor that you actually want come to you instead of you going to her or him you understand? yes this is a big game of wanting knows and that's where everyone's getting confused. Think about what I'm doing. I'm super not friendly to a lot of things too. Patriot bands don't want to work with me. You know, people that don't like cursing.

23:31So it really will help you. You're welcome. So first question. So the construction industry is rather behind on when it comes to technology. That's your advantage. Yeah. so so how do we sell to the companies and you know similar to what i gave her companies the related the skanskas the you know well those companies you know because i know with related they're super sophisticated oh yeah so they're not behind you know they'll be like to me the biggest companies will judge you on merit like what's what are they using alternatively whether there's a direct competitor or not is there a legacy tech competitor which everybody deals with we did with Resi with OpenTable right we just had a really big exit to American Express big win you know for us we had to deal with OpenTable there was a legacy and that was bad restaurants were further along had infrastructure but we innovated and made a better product other things buddy media right that's your world like you know an investment that i did well with i'm not even i gave a quote to and got a lot of shares and did extremely well mike lazaro won because it was first but he got a lot of no's like vayner vayner got an ungodly amount of no's 2009 to 2014 just because people didn't even believe in social now they believe in it but they try to look at it and they look at it in different ways and our nose come from the way they look at it not don't believe it at all related and others are sophisticated enough to know if there is technology is an excel sheet and a piece of paper better than paying you or are you perfect i think the long tail is where it gets a little bit more interesting where there is pushback

25:29because a lot of you know like a lot of the people that are in the fields are old school and they like to do things the old school way and you know they don't even if the technology is good they're just stubborn and don't want to use it it's the story of human beings every industry has that my dad didn't take credit cards or have a computerized register when I first started

25:55I use it

25:59you know right you have to have patience for the 28 year olds to take control or you need to be smart and not bang your head against the steel pillar to the people that won't say no and find the five. What I'd be looking for, I would do homework on this. If I was your partner, I'd be like, okay, sales plan. Hey, you know, because I'd come in and I don't know anything. I'd be like, hey, can we get somebody to get a list of every family-centric organization that already now has the daughter or son that's under 40 in the business? give me that list I'd be like okay right then I would look at that list and be like okay in order of size or close to us I'd be like alright let's go to the martinis because Sarah Martini is now in the business she's 29 we've done the intel she's worked there she left she went to business school she came back to the family business she's there she inevitably is going to be more open to this conversation the end and they're all named and it's not right I met one and daughters the other day.

27:05Good company. Yeah, it was awesome. Old school dude and three daughters. They're fucking, I was like, literally my first piece of advice was, I was like, you need a show on Bravo. Fuck the construction company. And you would put content, like what kind of content? I would make, no, yes, but I would make jokes. Make it comedic and funny. I have found a lot of success in areas that are more like what I come, I come from the liquor business. I come from the construction business. We just didn't build things. We sold liquor. It was that. And I think one of the fun things about those real old school businesses is jokes.

27:46Like I would probably, I'd never give this advice, but I'm giving it to you. I'd probably get some NYU actors and actresses that literally re-enact scenes from the field that are just cliche that could go viral within the community. It's funny, I got really upset the other day at the airport because somebody was being really rude to an airline employee and just, you know, sometimes things click and I made this video super narrow. I go pretty general with my content these days, but it was like airline employee stuff. So we posted it, we did whatever it is. It's fine, I think pretty solid actually for narrow.

28:21Ran some ads against employees of that world because I can tell you right now, I ran through LAX yesterday and fucking was like put on, like I think I could, like it was unbelievable. Like 20 different airline employees were like, oh, thank you so much. It like penetrated the subculture. So I think you're one funny video away from cliche. All of us are picturing the guys in the video now doing some dumb shit on a piece of paper. The wind comes along and takes the paper. Like just literally reenact or do it in cartoon form. I think it would work. Facebook will work for you because that community is on that platform right because I was thinking about maybe possibly putting out like some nostalgic type content where you know it kind of hits to the old timers who think of structure I actually think the old timers I think the old timers are a problem yeah I think you're making content for 28 year old Sally and for the decision makers in comedic form and information form save money same time they know that the 32 year old CFO in all these companies or accountant, you know, they know.

29:28They just don't have the leverage to make the move. But they make the call. Like ultimately, in these cliche examples, you know, junior sons makes the call. You're not gonna win fucking 63-year-old Sal, ever. Because they're not gonna change. Fuck you. Computer, that's all bullshit. You see these hands? right? You know you know I'm telling you right now it's advice I've been giving for the last couple years I get more emails about don't sell to the unsellable and how it changed a business that was doing two million a year for 14 fucking years and now they're doing five because they stopped beating their fucking head against things that aren't going to happen.

30:13It's friction especially when it goes that old school because we're now into what I call religion. It's an emotional decision they don't understand it they got four more years into retirement and I'm not gonna fucking deal with that bullshit I don't fucking use I barely know how to use my phone get out of here you're gonna fucking make me use this shit by the time I figure out how to use it I'll be slow right you say it's gonna save me time no it's not I don't fucking understand how to use this shit I can give you it all because I live it I see it and not just the people who are coming in though because it's just the people who can say dad we have to go because if it's just a kid they're not going to listen to yeah and 8 out of 10 times they don't even listen to the smart kid back to beating your head once I found out Sarah's in the business you go and have that meeting and you figure out real quick that Sarah has no say you're out and Sarah has no say 8 out of 10 times

31:14so like you're dealing with a very small window the biggest boys and girls and then family dynamics where you get lucky two out of ten times. That's it. That's your business. Which is great. If you actually know that and focus on that, you can build a real business. And the main platforms, you'd say Facebook, LinkedIn? Facebook will really work for the community. You might want to start a Facebook group of construction companies. I'm very hot on Facebook groups. That's what Facebook proper is becoming. So starting a group and again, And notice where I'm about to go, similar to what I gave you.

31:51Make it the Northeast Construction Consortium. That's the name of it. Here's where we talk about modernizing our industry. See where I'm going? All of a sudden, you're like on a nonprofit, not your own business. And then if you don't spam them with like, oh, the only reason you want to be in this group is to pitch your shit, they're going to find, I'm telling you right now, bring value, they will find you. Because that's what I don't want to do. I don't want to be like pushy, stomp, morpish pushy. What if the people that they're doing the projects for are the pushy ones? They're forcing their construction guys to use this app because it's saving them time, and therefore saving them time on projects.

32:29Right, but I would rather them do that, not be the one that's, you know. So then you get the people, the projects, the real estate people, the developers, or the incentives that, hey, it's going to save you time, force your construction guys to use it. You can definitely sell through that channel.

32:49you're welcome also being in a dual-sided marketplace and our audiences are very different in what value props resonate with them so in thinking about creating content is it creating content for each movie yes or finding a common right that can there's no common thread between republicans and democrats right now and that's what you have in a two-way drivers of uber and uber drivers don't have a common thread from uber so you know And so, sorry, to get more specific, on the business side, someone who's like an enterprise account, like an Aramark or a Sodexo, of course, a caterer, have really different needs.

33:28They have value props resonate really different. Correct. So if we have, you know, like 10 of them, is it creating different content for each level? Yes. And from everything from long form through our app content is going to be different. Yes, and the way you target the ads, and inevitably where some things overresonate. So for example, your Instagram strategy is going to resonate much more with the caterers because they themselves are trying to market on that platform, whereas the only place you can get airmark is on LinkedIn, or if you decide to go the route of building the food services number one internal B2B podcast.

34:08And again, this is why this is such a home run. You start the food services podcast, literally, and you email the Airmark CMO, and she's saying yes. It's crazy. I can't, I'm gonna say, this is why I like the high school party analogy, because inevitably two out of every three people went to a high school where somebody who wasn't the most popular kid junior year became the person that hosted the party and became a lot more popular. It's just something you can understand. Like, oh my God, that's right. Ricky did that and that's the same thing as like you can't get in the door at the number five at some of these conglomerates but then you email cold on LinkedIn the number one CEO and their press person or comms person is like oh yeah we want him on more podcasts and then when it's a literal Florida you know that's why I mean we have a podcast show on the gallery media group called the CMO podcast just so CMOs keep running through our doors so I'm eating the food I'm putting down.

35:12Awesome. And yeah, there's like not a space that they're all gathering to have those discussions so we just create that. You mean in the individual cohorts? Yeah. Or as a group even because like event planners and all of that, it's... That group, but that's different than... Exactly. Yeah, do not mix them. It will work. There is... If you look at the dynamics of groups or forums or communities, like it needs to be specific yeah it's why so many people are confused by what they don't understand what i do with my content where i do garage selling and wine and entrepreneurship they think that that's contradictory to the advice i'm giving as a human it's your strength as a company it's your weakness

35:59so i have a family business question my parents own a wholesale cookie company in mass I showed them your 4Ds where you were talking to someone in real estate and aside from the swearing they were like cool high school party cool like let's go record a softball game or something locally but we don't have the med hall blah blah we try e-commerce and it was great for data on like where the country people liked the cookies but shipping was a problem because the cookies kept breaking we get accounts and they're growing nationally slowly penetration in New england and northeast um so how do we use social media aside from being hyper local which is a given in new england but like just to get interest for other people elsewhere so they can ask their stores in florida so sonic restaurants the which is a client ironically a vayner but even if they weren't this would i don't know if you know this but for years they were only in the southeast but they would run commercials in Northeast.

37:00Cool, interesting. And so this is the advice I'm giving you. I've always thought that the Sonic move on the QSR level was always the smartest B2B distributor and reselling move. Like, you could build up so much demand on Facebook, LinkedIn, and Instagram in Arizona by making, to prove my point, I would make a Diamondbacks cookie, make it up, and then only market it in Arizona to Diamondback fans and just literally show your pick. If I was the other son, be like, watch this. And in 100 days, inbound inquiries to carry it. So like manifest the target? Manifest. Through execution. That's why I said something about The Secret the other day.