Episode 27: Recreating The Go-To-Market Strategy For Mattress Toppers

01:31:48 | July 1st, 2022

Episode Transcript

Garrett: Welcome to episode…

Brady: 27.

Garrett: 27.

Brady: We rehearsed it this time. We actually know it is episode 27.

Garrett: Smoothest host in the game. Excited to be here. Episode 27.

Brady: It’s a good number.

Garrett: A great number. We were hanging out Friday. We’re doing the content. I’m making a show for agency owners. Not really a show, instant like a course. It looks like an online course. Trying to give everything away. So we got 52 videos scheduled. I’ve done two of them. I think it came out very good.

Brady: Yeah, it was fun. It was in this room. Different format. You had a tape hold.

Garrett: Green screen.

Brady: Green screen and then-

Garrett: It’s weird being on a green screen.

Brady: Then they flipped it back to this setup for an interview style. It was good.

Garrett: No, it was great. So excited to do that. So if you all are watching the show, you’re an agency owner, I got to get-

Brady: So you were about to drop a date? That’s dangerous.

Garrett: Obviously, it’s 52 weeks from now it’s like a year.

Brady: It is.

Garrett: I got to speed up the volume. I got to get start doing a couple more a week. And Scarlet’s working hard on the calendar and everything, but that’ll be coming. We’re going to give everything away. So every asset we use, everything I’ve ever learned. There’s not going to be any secrets. And obviously you still have to apply everything and you got to work real hard and pick the right people around you. Stay loyal, pay them right, honor them, get results for your customers. So I can give away everything, you still got to do everything. But I think it’s a healthy, I think, starting point. Mostly agency guys in this game who do coaching, I saw another one today who was like, ” I’m going to give you all the tips I learned from growing my agency to 3 million.” And I think that’s great. So it’s not to crap on people who are coaching others who got to 3 million. But there is nobody in the agency coaching game that’s gone past, I think, 6 million is the biggest exit I’m aware of in the coaching agency game, and we’re already doing plus 20. So I think this will be a really good resource for anyone who wants a more, I don’t want to say the word enterprise, but a more sophisticated training course from someone who’s maybe even further along than just one step ahead. And even if you’re already at 20 million or plus, I think it’s pretty valuable to know what’s going on in the space.

Brady: Because it’s tangible. There’s assets with it. It’s not just talking.

Garrett: Yeah. The format of the show is we go over an asset that we’re using on a specific topic. So Brady and I covered winning business, how to do a pitch.

Brady: A proposal.

Garrett: Yeah, a proposal. So we talked for about 30 minutes going through the entire pitch, we just used to win a 500K plus account type style. And then Brady did 10 minutes after that on why he did the pitch and what he was looking for. Then we do a 30 minute interview at the end. So the whole point isn’t that you just get me the CEO’s perspective, but you also get the people in the day- to- day’s perspective. So that if you like the course, you like a lesson, you could forward it to your head of sales or to your AE and they could show you and they could watch it, give you feedback. So hopefully, you not only buy the course and get the asset and the information, you have a more practical way of applying it, not only yourself, but also helping your team follow the methodology of the approach or the tactic via the interview with Brady and his explanation. So, it should be really cool.

Brady: Yeah, it was good. It’s fun. I had fun. It was different.

Garrett: Yeah. It’s weird.

Brady: Podcast versus the first part because the second part was an interview, so it was conversational. But the first part was just recording a video, which I was surprised I did well at.

Garrett: You did great.

Brady: I think the podcast has helped with it. But prior to that, we’d be doing videos for work and it’s-

Garrett: You were always the one take kind of guy, huh?

Brady: No, nothing like that. I would make sure my wife wasn’t home. I would-

Garrett: Find that privacy.

Brady: …trip on a single word and just pause and freak out. Have to restart it. And it would take me so many takes just to record a video.

Garrett: The worst was when I couldn’t edit is you know when you do a Loom video and you can’t find that pause button on the far left of the screen, and you can then see you struggling.

Brady: And then just trying to find it.

Garrett: You’re trying to find it all, like, ” I have to redo the video,” or you start it. I can’t tell you how many two I did. You know how they have settings screen only or camera only. And I would do the wrong one and I would do a 30 minute video and realize they couldn’t see the thing I was talking about.

Brady: I’ve done that on Loom. Watch it back and it’s just my face the whole time.

Garrett: Absolutely brutal.

Brady: Yeah. That’s rough. Especially when it’s your best take.

Garrett: Oh, yeah. It’s all… And you feel so good and then you go… I can’t tell you, or you feel like ” I just crushed that,” right? I didn’t want to time a whole dry run for somebody. And I think I was three quarters of the way through and then all of a sudden construction started behind me. It was just a jackhammer. I was so pissed. It’s just like 40 minutes into this hour long presentation and all of a sudden the audio went bad and you’re just… or your computer shuts off or oh, it’s the worst.

Brady: It’s why it’s nice to do it live.

Garrett: Do it live.

Brady: AC cranks in here. We can’t do anything about it.

Garrett: Well, yeah. And we got Peter. Peter can make all unwanted noises go away.

Brady: That’s true.

Garrett: It’s a healthy thing. Anything for the people? Any updates, Brady?

Brady: Weekend updates. Went to Disneyland on Sunday for a little bit.

Garrett: How’s the magic of Disneyland? Did you feel magical while you were there?

Brady: So I got chili and mac and cheese and a bread bowl. So that’s how I’ve been… because we have passes, right?

Garrett: What do you mean timeout? Same… Okay-

Brady: So yeah, so sourdough bread bowl.

Garrett: Sourdough bread bowl.

Brady: The way they did it was they scooped the chili in first and then they put mac and cheese on top so it wasn’t mixed up.

Garrett: Like a casserole almost. They Layered it.

Brady: Something like that. It was a tummy ache that’s for sure.

Garrett: Was it good?

Brady: It was good.

Garrett: To me that… If have a nice little ice vanilla latte after that, game over.

Brady: So we went to Star Wars and-

Garrett: I’m in big trouble.

Brady: …they have a cold brew with a cold foam and cocoa pops on top.

Garrett: What’s up with them adding weird things like chili bowls.

Brady: It’s good.

Garrett: Yeah, but chili bowls sounded great. Then you added mac and cheese.

Brady: Well, I think they do the chili and mac and cheese separate. But you can ask them to do it both.

Garrett: Because the cold brew sounded great, and then you added Cocoa Puffs.

Brady: Yeah, the Cocoa Puffs were awesome.

Garrett: Do they sink boba to the-

Brady: No, they just sit on top and you just get Cocoa Puffs every now and then.

Garrett: Dude, they’re-

Brady: So that’s how I maintain the magic because I’m planning my food before we go, because we only went on the matter horn.

Garrett: I heard you and Taffy and Collins are all doing a little-

Brady: Yeah, they’re all into Disney.

Garrett: A Disney date.

Brady: So, they’re like, ” Oh, we want to go when we’re out here.” I was like, ” I have a patch, or something. Let me me know how’d go.”

Garrett: So, how many people you have going now?

Brady: I don’t know. They’re the ones talking about it.

Garrett: They’re pretty excited.

Brady: Yeah. I know Michael, he loves Disney.

Garrett: Really?

Brady: Yeah.

Garrett: So for you, when you go-

Brady: We saw Disney in the UK, Disney Paris’s.

Garrett: It’s interesting marketing, right? So if you think about it, they took something that’s normally project based. If we get a little marketing for a second here. They did. They took… Going to the Amusement Park it’s project based, you go one time, and they made it a recurring thing. So as a recurring customer of Disney, not only to their parks, but I’m sure also their shows. Yeah. Yeah, I could imagine that.

Brady: Yeah, yeah, yeah. Pixar movies mostly.

Garrett: So what keeps you coming back beyond being like, ” What if I put Cocoa Puffs on my golden vase?”

Brady: That’s pretty much it.

Garrett: Is that it? Just like the big drinkings. What do you go? Because you’re not like 12 anymore, so where do you go back and…

Brady: And Big Thunder Mountain is the most underrated ride.

Garrett: They got rid of the one. I like to log ride and nothing’s-

Brady: Yeah, that one they’re redoing it. I think.

Garrett: So where do you go? I asked Myra, but she goes with the kids. So for her I get that, that’s different. For you, no kids, just you and the lady. Just date night vibe.

Brady: Yeah. It’s like a date. People watching.

Garrett: I do love that part.

Brady: People watching is fun. I said that yesterday. I’m like, “Why could just people watch here.” And the food.

Garrett: Tom Stewart Island. You ever play tag there with your lady? I’m a little old for it, but that was my favorite.

Brady: I did that as a kid. Yeah.

Garrett: With my brother, the hide and seek at Tom Sawyer Island.

Brady: Yeah. The food and then rides. Some of the rides are fun. Matterhorn I hadn’t been on in a while.

Garrett: What do you do about all the walking and the tram and just the-

Brady: I need the walking.

Garrett: Oh see, because to me it seems like such a-

Brady: Yeah, it’s a workout too. That is my exercise.

Garrett: …ordeal. Myra, I think it’s her goal in life to get me to go with her. And I’m usually good about everything for… Disneyland just doesn’t pull all my heart string that much.

Brady: Well that’s the thing. When you have a pass and you can go whenever, it’s different. When you go and there’s pressure on, I haven’t been here in a while and I’m probably not coming back anytime soon…

Garrett: There’s no fast pass either, I heard.

Brady: Yeah. You can buy your way for Disneyland.

Garrett: You can.

Brady: Yeah, you can buy-

Garrett: Money talks. You get to the front of the line.

Brady: You can buy a Genie Pass.

Garrett: Okay, keep going.

Brady: Which is a lightning lane, which is a fast pass.

Garrett: Say less.

Brady: And then their top rides, you pay extra. So not only do you get the Genie Pass, but you pay another 25 bucks.

Garrett: I love a good up self. If you’re telling me I can pay my way for Disneyland-

Brady: Authorizing resistance and the new Mickey one might have it.

Garrett: Okay. So if there’s a two hour line, I could just…

Brady: Nah, you can’t just…

Garrett: I can just pay 20 bucks and be in front?

Brady: No. 25 and wait 30 minutes, maybe, 40.

Garrett: What the…

Brady: Versus two hours.

Garrett: Is Pirates still dope?

Brady: Yeah, Pirates is cool.

Garrett: I always like Pirates.

Brady: Yeah. It’s a good ride.

Garrett: I’ve never got to eat at a restaurant though, where they have everybody-

Brady: Yeah. They got booze now, which is good.

Garrett: It used to be… Okay. This is how one time-

Brady: The Blue Bayou, I think is what’s called.

Garrett: Last time I was there, the drinks were… Just at California to Metro. I’ve never had a drink at Disneyland though.

Brady: Yeah. So now Ogas Cantina in Star Wars land is a bar.

Garrett: I’ve never been to Star Wars land.

Brady: You get two drinks. Star Wars land is cool.

Garrett: How new is that? It’s been a lot of change.

Brady: Yeah. It’s not crazy new anymore, but it’s very well done.

Garrett: How long do you guys go for? So let’s say I give in because I told her I’m going to go this year, so I’m going to go this year. How should I arrange? What’s the perfect way to do Disneyland if you don’t like Disneyland?

Brady: For you, I think the kids are going to choose the-

Garrett: No, they’re not going, I don’t think.

Brady: Oh, they’re not going.

Garrett: I think she just wants to go on a date with me.

Brady: Okay. It’s just you two.

Garrett: Yeah. How we doing this? How should I optimize it as a professional date Disney guy?

Brady: So if it’s just a date thing, probably four hours or five. We went yesterday from probably got in at 11-

Garrett: Almost like a walk. It’s like an hour to get in, right?

Brady: You take a tram. Parking structure is a lot because we showed up at 11, so it was a huge line to get in. Or you can Uber. The Uber drop off is pretty close to the entrance.

Garrett: Really?

Brady: Yeah.

Garrett: Okay. So we’re going to Uber. Uber there.

Brady: Uber there.

Garrett: What time we got to get there by? If I don’t want lines because I don’t like lines. What day?

Brady: Weekday.

Garrett: Weekday.

Brady: When it opens.

Garrett: I got to take work off.

Brady: Let it rain. Look for the rain. Weekday.

Garrett: Rain. I don’t even… What? Is this the only way you got to do it, huh?

Brady: I’m just thinking-

Garrett: Yeah. No, I like it. Okay. No lines. So it’s like a Tuesday and it’s pouring with lightning.

Brady: Yep. There’s sites though that show you if it’s busy.

Garrett: Okay. And how much does it cost for me? If she’s got one of the special passes?

Brady: Yeah, she’s a pass. If you do a par copper, you’re probably looking at 230 for a day.

Garrett: Of just sitting around-

Brady: They don’t do half day in Japan. They do a half day ticket. So that’s what we would do.

Garrett: Say less.

Brady: Just do a half day.

Garrett: They don’t do half days?

Brady: No.

Garrett: Okay. So why is Disney still relevant in your mind? If we tie this back to marketing as we jump off this lovely combo.

Brady: Okay. Well, it’s nostalgic, right? You feel like you’re a part of something.

Garrett: I never got into the movies though as a dude.

Brady: I love Pixar movies like Inside Out 2. It’s all I’m looking forward to.

Garrett: I don’t know what that is.

Brady: Inside Out 1, it’s all human growth and development and the psychology of a kid who… dad has to move for a job and so she’s moving and it’s like all the personas.

Garrett: It’s like a movie.

Brady: Yeah. There’s a lot of neuroscience in it. So I’m into Pixar movies.

Garrett: I like the Monsters.

Brady: Yeah. There’s a section in California Venture you can go on the Monsters ride.

Garrett: Really?

Brady: Yeah.

Garrett: I don’t remember it. But there’s the big blue guy, right?

Brady: Yeah.

Garrett: The little guy.

Brady: Yeah. Sully and Wasowski.

Garrett: Yeah. Yeah. That’s about it. You see I don’t like…

Brady: If you’re not into it, you’re not into it.

Garrett: Yeah, I know. It’s not like… It’s just I’m not… I like to see how they animate them. I always find that very interesting, how they used to do the old animations.

Brady: They’re having a little animation studio. You can do your own drawings and stuff.

Garrett: There was a area where I could just walk through the documentary of Walt Disney’s journey, I think I’d be very intrigued.

Brady: Pretty sure there’s a spot.

Garrett: Really?

Brady: There’s got to be.

Garrett: I like the learning side of it.

Brady: Yeah, there’s learning.

Garrett: This is a good point. All right. I can do a Disney line. It’s the magic. It’s a nostalgia. We want the magic in our life. Okay, now advertising Jealousy Brady.

Brady: Yeah, let’s do it. You want to start? It’s pulled up. I see a pirate ship with orange sales.

Garrett: Oh, the orange is so on brand. I didn’t even think about that.

Brady: You didn’t notice that?

Garrett: No. That’s a great observation though, Brady. All right, as it play.

Speaker 1: There used to be one way to pirate. You fill it, you loot, you set fire to the village, you move on. But that model is ripe for disruption. Excuse me. As CEO of my own pirate enterprise, I chose HubSpot as our CRM platform because it helps us treat customers like people not conquest. Plus, it enables my teams to work together seamlessly as we expand, and ahoy did we expand. 600 new customer acquisitions in the South Pacific.

Speaker 2: We’re going westward and winds at our back.

Speaker 1: But with HubSpot’s easy to use CRM platform, the whole fleet is on the same page and our customers never slip through the plans.

Speaker 3: It’s always a pleasure.

Speaker 4: I know they’re pirates but they care.

Speaker 5: Thanks to HubSpot. I have learned that my real treasures are my employees and customers and gold. But mostly customers, a little bit of gold.

Speaker 1: HubSpot grow better.

Garrett: So fairly clever, and then hit escape and then we go to the other two. I think we saw a scarlet that you had pulled up back again.

Brady: That was one.

Garrett: That was one. Yeah. You can do the dual. I just want to show the rest. A couple inaudible.

Speaker 6: A CEO of a growing outlaw enterprise. I need a CRM that could keep up with the speed of my acquisitions like this hair saloon.

Speaker 19: This town aren’t big enough for the both of us to convert this leak.

Speaker 7: Let’s go Marcel. You know HubSpot, DealBoard tracks everything in one place.

Speaker 8: Close the deal. Hey, next round is on the house.

Speaker 9: Hey, got a bottom line there.

Speaker 8: Okay, just one drink but we’ll all share it.

Speaker 6: HubSpot, grow better.

Garrett: So I think it’s just a clever way of personifying, I guess, giving the product a little bit of humor, a little bit of life. What do you think?

Brady: Yeah. It’s like that whole entertainment while still showing the product. I was very distracted by the cheap Ikea mug on the pirate version.

Garrett: What do you mean the cheap Ikea mug?

Brady: Just that mug with the cork bottom is very recognizable. That’s a me problem, I know. But overall the entertainment…

Garrett: I love the Brady takeaways.

Brady: The jokes, like the whole gold. The whisper on the dual one, like drinks on the house, our bottom line.

Garrett: And the gold.

Brady: It was a nice bridge between business terms as well as an entertaining commercial, so I like it.

Garrett: I think they do well for mass market. I think you can put that ad anywhere and it appeals to people, which I think is where HubSpot is at, if that makes sense. So what I thought was clever about this was more thinking about the context and…

Brady: Click on this to connect your teams on 32nd ad please, the 31- second on the right column. Follow my finger. There you go. One more. There you go. I want to see this… Go show you what I mean.

Speaker 10: Oh wow. We are all over the place right now.

Speaker 11: I’m using HubSpot. With their CRM platform, you can easily get all your teams on the same page.

Speaker 10: Really? Like the marketing and sales team?

Speaker 11: Yep.

Speaker 10: And operations?

Speaker 11: Yep.

Speaker 10: And Swashbucklers?

Speaker 11: That’s a team, yeah.

Speaker 10: How about the parrot groomers?

Speaker 11: We have a whole team just to groom the parrots.

Speaker 10: Yeah, you haven’t met the parrot groomers. They’re by the bow.

Speaker 11: The bow. It’s like the best place on the boat.

Speaker 10: I know it was a whole conversation. I’m not happy about it either.

Speaker 11: Go for that.

Speaker 12: HubSpot grow better.

Garrett: So what I like about it is I think contextually they’re ready for this. I think a lot of times we work with customers and we’d be like, ” What’s the value prop? You’re not highlighting the features. Why aren’t…” And I think we go hard on the ad quality. It doesn’t have a call to action. It needs more this and that. To me it’s a bit of a timing thing. HubSpot is already well known with their core buyer. How does HubSpot get more growth at this point? To me this is how you get more growth. You go mass market. So it’s just… You have to ask yourself, are you ready for mass market? But if you are going about it this style to me is phenomenal and a flawless execution by HubSpot.

Brady: Yeah, I know. To me it’s like small businesses, what they’re going after in these maybe entrepreneurs and they have everything, I think to your point, built around them to be successful with this.

Garrett: Yeah, it reminds me of the advertising like a square or a Squarespace or…

Brady: Yeah. Squarespace I think does it well.

Garrett: You know what I’m talking about. Where they do that mass market approach. And I think the irony of doing this kind of advertising is that it also makes you more palatable to enterprise. And I know it sounds silly, but with all the custom objects HubSpot’s done and how they’re moving up market, they are the only real threat Salesforce has right now. There’s nobody else you could even compete with Salesforce.

Brady: Dynamics, they’re not doing some stuff.

Garrett: Oracle and Microsoft do not have the world’s greatest CRM environments, no. And you got what? Pipe Drive and Zoho, which are just SMB player. HubSpot is positioned to do a lot in the industry and I think the next step is becoming synonymous with CRM. Now will you… Real quick shall we. Will you pull up like a Salesforce campaign just on YouTube? I want to see how Salesforce does it. We never talk about Salesforce’s advertising.

Brady: Oh, there you go. I’ve heard of him.

Speaker 13: Describe as a global crisis.

Speaker 14: Hello world, or is it goodbye?

Speaker 15: It seems like hope and trust are in short supply. Now as businesses we can blame and chain or we can make a chain. We can make work, work for our communities.

Speaker 16: Create more equal opportunity.

Speaker 15: Maybe just maybe get a bit more unity. Let’s have less inflation-

Garrett: I keep seeing AT&T in my brain-

Speaker 17: It’s our future generation.

Speaker 15: Let’s

Speaker 15: question again what we think we know. Use our power in our people to take back what we owe. It’s time for business to show its true worth, because it’s not goodbye world. It’s hello Team Earth now let’s get down to business.

Garrett: That’s so crazy.

Brady: Team Earth now.

Garrett: So the reason why Salesforce is big enough that they face existential risks. So think about Mark Benioff. He is one of the leading voices in the progressive movement when it comes to the Bay Area. He’s a large democratic donor from what I understand. And he represents essentially in my opinion how Salesforce stays out of trouble, not how big… Salesforce theoretically does have a monopoly on the sales industry. You could argue that. You could argue that the biggest threat to Salesforce would be like political scrutiny. You could argue that Salesforce needs to be broken up. You could make all sorts of arguments. Now to counter that, what kind of advertising do Salesforce do? They talk about how they are forced for good in the world abroad.

Brady: Social good.

Garrett: Social good. Team Earth now baby. So my point is advertising always has a purpose and it’s naive as a marketer, and I know I can be guilty of this, is to think that its purpose is sales qualified leads and demos. That’s not what Salesforce is advertising. Go to Salesforce everyone. Go to Tech& Trust. Go down to one year ago. Watch that. Look at what sales… down more. Look at… And one more.

Brady: One more.

Garrett: There you go. Look at how they articulate their brand.

Speaker 18: Not two of us are alike. No one looks the same.

Garrett: No one remind you this is a sales software.

Speaker 18: Sees, hears or takes in information the same. No one thinks, solves problems or dreams of the future the same. We don’t all share the same language, customs or culture or have the same access to information, education or self- determination. So when technology isn’t designed to account for difference, communities are marginalized. Fundamental rights like safety and privacy are jeopardized. What if our design considered everyone? Every kind of listener, talker, walker, player, learner, user, worker, every kind of person. When we create four and with people of different perspectives, experiences, abilities. Imagination is untethered. Innovation is unleashed. Connections are born and something unexpected happens, the effect of our collective action impacts more people than we could have ever imagined. Our differences are our strength. So let’s create in a way that considers everyone, because technology has the power to unlock human potential to…

Announcer 1: Technology has the power to unlock human potential, to change the world. And together, we have the power to change technology.

Garrett: See what I mean?

Brady: Yeah.

Garrett: So you can’t tell if they’re a social justice company or a sales pipeline management. And it’s not that the message is bad. Frankly, it’s a great message. I think the reality is Salesforce needs that type of message for how large they are, while HubSpot needs a completely different one.

Brady: Yeah.

Garrett: And that is such an interesting part about advertising that we just very rarely talk about.

Brady: Yeah. It’s like reputation management-

Garrett: Correct.

Brady: …post- growth.

Garrett: Yeah. Why does Salesforce need to advertise? To fight existential forces, like things that can take them down. What would take someone like Salesforce down? Them not being aligned with the future of societal norms.

Brady: Yeah.

Garrett: Right? They can’t become irrelevant. They can’t be stodgy and old. How do you avoid being stodgy and old? You align yourself with the progressive movement. It doesn’t mean that that’s a bad thing. It shows that that’s a tactic that the largest enterprises in the world employ. And to think it’s more than that is great. I do think Benioff genuinely cares about those things too. And that works then too when you have that type of CEO. But I think the reality is is organizations at different stages of growth require different types of outcomes from their advertising. I thought today was just a perfect example and a way to show us that.

Brady: Yeah. I wish it was… Like these ads, I wish they were a bit more connected to Salesforce. I couldn’t tell what they were-

Garrett: Oh, critique it, Brady. Tell them. Tell them what you think.

Brady: I don’t know if they were talking about accessibility of the platform. I didn’t know if they were talking about their customers versus their employees.

Garrett: Humanity, baby. Humanity.

Brady: Yeah, but-

Garrett: Accessibility of humanity. What does it have to do with the Salesforce?

Brady: Yeah. I just didn’t understand their position on how they are accepting all pieces of society, all types of humans. I just wish they’d made a deeper connection to what Salesforce-

Garrett: Well, they said they-

Brady: …is doing.

Garrett: …They said they’re-

Brady: Yeah. I wish it went beyond just advertising.

Garrett: …But they said they care about everybody, Brady.

Brady: Yeah. Which I guess putting money behind a video shows.

Garrett: Well, it-

Brady: Yeah.

Garrett: They are performing for societal approval.

Brady: Yeah.

Garrett: But what’s more important than approval rating if you already have 90% market share?

Brady: Yeah.

Garrett: I mean, who’s Salesforce competing with when it comes to sales CRMs?

Brady: Yeah, and you have to keep it high level or else people start maybe disagreeing.

Garrett: I mean, what percent of organizations with 10 or more AEs don’t use Salesforce?

Brady: Yeah.

Garrett: What? Less than 10%?

Brady: Probably.

Garrett: They have that much market share. So what do you need to do at that point? You have to align yourself with the lawmakers and the trajectory of society so that no one disrupts you. Say you’re going to be a good boy and play along.

Brady: Yeah.

Garrett: And I’m not saying that’s entirely what they’re doing, but it is a heck of a lot of what they’re doing.

Brady: Yeah. They don’t want to fall into Google situation, right?

Garrett: You don’t want to be Google. You don’t want to be Twitter. You don’t want to be a lot of organizations that are conflicting with what’s socially acceptable and have mass amount of users.

Brady: Yeah. Because Google’s gaining trouble for monopoly, right?

Garrett: Oh, yeah.

Brady: They’re looking at acquisitions that happened a while ago and-

Garrett: I mean, they do crazy stuff all the time. Just now… Look, Google this for me, Figma acquisition blocked. Look, watch this. Salesforce, by the way, not a monopoly. I don’t think it has anything to do with their social or political beliefs obviously, but they’ve never been critiqued.

Brady: What happened to Adobe?

Garrett: The Department of Justice said they can’t buy Figma because, essentially, Figma is the last independently owned tool that’s not Adobe.

Brady: Interesting.

Garrett: But-

Brady: Yeah.

Garrett: See what I mean? That’s what the Salesforce is avoiding. That’s what people don’t understand about that campaign. Yes, do you and I hate it from a call to action? Is it good for anything advertising standpoint? Yeah, it’s tough on that end. You know what it’s amazing at? Keeping the government from blocking them to do 20 billion- dollar acquisitions.

Brady: Yeah.

Garrett: Were there any complaints when Salesforce bought Slack?

Brady: No. Because there’s still teams out there.

Garrett: Correct. And they don’t even have market share.

Brady: Yeah.

Garrett: But you get my point?

Brady: Yeah.

Garrett: There’s certain things organizations do. How do you think FTX was so good at avoiding being in trouble? They donated to both-

Brady: Yeah.

Garrett: …parties. Not just one, to both parties. I would say Salesforce is doing something similar to FTX with just a little bit more subtlety. Right? Search Mark Benioff, search the founder. See how they play the game. There’s a certain level, it’s with a C, I believe. Yeah. And he’s been one of the most successful CEOs ever. But if you go down, you’re going to see happiness or success. Salesforce’s Mark Benioff doesn’t want to choose. You see what I’m saying?

Brady: Yeah.

Garrett: It’s always in that narrative. Succession plans coming soon, and you get to see all these things. And so, my point is more that’s a little bit of the different game that we’re not playing in. I think a lot of these guys like Brett Taylor, I think, just left. There’s been a lot of turmoil at Salesforce on some of the integrations post- close and things like that. So, just something to look at. And I thought it was a clever thing for us to look at a little differently when it comes to advertising today.

Brady: Yeah.

Garrett: And I don’t disagree with any of that. I would do the same things if I was Salesforce. I think you have to be really wise. And I think they’re taking a page, frankly, out of Nike’s book, Salesforce-

Brady: Oh, yeah.

Garrett: … in theiradvertising and marketing, very much so reminds me of Nike. And I think it’s brilliant. They’re aligning themselves with culture and societal direction, and I think you have to when you’re that large.

Brady: Yeah, I think it’s wise. Cisco has similar advertisement, but the interesting thing being with Cisco, it’s all about how Cisco’s playing a part in it. Like their hardware and technology.

Garrett: Yeah, it’s more integrated.

Brady: So, yeah. It’s more integrated. So I think that’s what I was kind of thinking of in terms of the connection.

Garrett: Do they do anything but talk about it? Do they have any stats? Do they plant a tree or something?

Brady: But at the same time, their balance is they don’t want to take full ownership of the change that’s happening. But at the same time, it’s inaudible.

Garrett: Well, no. They’re telling you how you should think about your own life in regards to change.

Brady: Yeah.

Garrett: Like, ” You should be more inclusive, Brady,” is much more what that ad is than, ” Look how inclusive we are.”

Brady: Yeah.

Garrett: They don’t show their own stats. They don’t show their own… I mean, imagine how inclusive sales works are.

Brady: Yeah.

Garrett: Ironically. It’s just a bunch of white male dudes at every sales org I’ve ever seen. But the message, you can’t make that the message. Do you see what I’m saying? And so, they’re wise in how they go about it. And I think we always have to remember organizations are not some… At least publicly traded ones like Salesforce… are not on a mission to make the world a better place. No, no, no. They’re on a mission to maximize profits. How they advertise and market themselves should not ever be at that size, ” We are on a mission to make profit.” It should be, ” We’re on a mission to make change.” I think to your point though, they could prove it to us a little bit better.

Brady: Yeah.

Garrett: But awesome takeaway. Let’s look at yours; premature electrification.

Brady: Yeah. Really changing topics here.

Garrett: Yeah. Let’s check it out. So we didn’t even get to review this in our Super Bowl show.

Brady: Yeah, it didn’t come up in the list. So I wanted to bring it to the table. It’s one of the few ads I saw, and I thought it was a Gatorade commercial because I thought they were talking about electrolytes. But it’s a electric truck commercial.

Garrett: I did not-

Brady: Go check it out.

Garrett: I didn’t know what it was.

Brady: Have you seen it?

Garrett: Well, yeah. I saw this one. This was one of the few I saw live. And let me tell you, I didn’t know where this commercial was going.

Brady: See, it caught both of our attention. We both-

Garrett: Wholly caught my attention.

Brady: …didn’t really watch ads on the Super Bowl. We both saw this one.

Garrett: Ah, it’s just too much going on. Yeah, let’s watch it.

Speaker 20: Are you excited about buying an electric vehicle but worried that it could leave you unsatisfied? Then you could be one of many Americans concerned about premature electrification. Symptoms may include fearing you might not be able to last as long as you’d like.

Speaker 21: There was plenty of charge before, and sometimes it goes away. I’ve been working a lot.

Speaker 20: Being unsure if you’ll have enough power to handle your payload.

Speaker 22: I don’t know if I got the power for this, baby.

Speaker 23: I’m adventurous. I like to-

Brady: It’s hard to look.

Speaker 23: … go a longway. I don’t want to have to question if we’re even going to make it. It’s a concern.

Speaker 20: Lacking the confidence about getting and inaudible.

Speaker 23: Having to stop every time we got really excited. That wouldn’t work for me. Stop. Start. Stop, start.

Speaker 20: If PE, premature electrification, is something you’re worried about, go to ramrev.com and find out if the Ram 1500 Rev with options being designed to extend range in satisfying ways is right for you.

Speaker 23: Stop, start. Stop, start.

Garrett: Oh, I love-

Brady: Time out!

Garrett: Brilliant.

Brady: Yeah, it was brilliant.

Garrett: They took the concerns of the market, right? Because I think especially going out for the truck community.

Brady: Yes, sir.

Garrett: You are one of them, like-

Brady: Oh, yeah, baby.

Garrett: Diesel, diesel, diesel.

Brady: Diesel, diesel, diesel, diesel.

Garrett: And so, I think range and electric and battery power, and you can always find gas. You can’t always find an outlet to plug your car into.

Brady: Well, coming late 2024?

Garrett: Talk about premature advertising.

Brady: Yeah. I think there’s a lot of pressure on these trucks to get their ads out there because Chevy announced their GMC Denali full electric.

Garrett: How are they that far behind? It’s not like Tesla came out yesterday.

Brady: I know. But-

Garrett: What’s going on with that?

Brady: …They are doing premature advertisement, but I think-

Garrett: Yeah, and they have to.

Brady: … There’s justtoo much… There’s pressure on all the main brands to do so. So even if the production’s not there yet, they’re advertising.

Garrett: Can you click Ram Rev for me, Scarlet? I just want to see the website too, see how they tie it through. I think that could be interesting. Okay, so available Q4, 2024. So a year and a half from now.

Brady: Yeah.

Garrett: I don’t love that. Do you think they’ve got to keep the pun or no? And did you want to be that transparent to go up? So this just… I know we can talk more about that in a second, but… Okay, so can you highlight the Ram Rev 1500 Ram… Highlight that whole sentence for me? Double click on it.

Brady: It might be an image.

Garrett: Oh, I was going to make it disappear. Would you leave like that? You just spent 7 million dollars on the Super Bowl ad where you tell everybody you can’t buy it till Q4, and then ask them reserve your spot? Because I feel like-

Brady: Yeah.

Garrett: … Tesladid a much better job of letting you know at the very last second, you may or may not ever get your cyber truck. I put down a hundred dollars for a cyber truck two years ago, I think.

Brady: Yeah. I mean, the market’s pretty used to reserving.

Garrett: Correct. But-

Brady: But, I mean…

Garrett: That’s a inaudible.

Brady: I think inaudible even is now saying, ” Hey, everyone who reserved. I don’t know if it’s going to happen.”

Garrett: Really?

Brady: Yeah, something happened with the Ford Lightning. So that could make it risky to then have a reserve your spot next step.

Garrett: I mean, you’ve got to get the reservations, cash flow, the whole manufacturing process.

Brady: Yeah. It’s like a GoFundMe for a billion- dollar-

Garrett: Yeah, that’s true.

Garrett: I

Garrett: wish I was doing GoFundMes. But you know what I mean? That’s what this is. This is a donation to front- load the cost of creation. Now… Oh, I bet you they can’t… This is a nerdy thing, but I wonder if, due to gap accounting, they probably can’t claim the-

Brady: They can’t recognize the-

Garrett: They recognize the recognize the revenue from the… I bet you they do though. These accounting guys are cheeky. But theoretically you couldn’t because you haven’t actually delivered the vehicle.

Brady: Yeah, but you delivered their reservation spot-

Garrett: Yeah. Oh, sure. They have some way-

Garrett: … to mark it down. Sure,yeah.

Brady: There’s

Brady: got to be a loophole.

Garrett: There’s got to be. But… Yeah, that’s a interesting… Do you get what I’m saying?

Brady: Yeah.

Garrett: It was a hundred dollars too?

Brady: Yeah.

Garrett: See, it’s a hundred dollars. People give Elon a lot of crap. But did you see Instagram’s rolling out the verified blue check marks?

Brady: Yeah.

Garrett: And now can you see Rams doing a hundred dollars, secure your place in line?

Brady: Yeah.

Garrett: These are all Elon Musk innovations, so a little hats off to him for a second for some of the innovation he’s done in the industry. Nothing else. But I do love his innovation as a businessman. Now, if we go back to the ad, anything you’d like to change about it, Brady? Something that you didn’t like? Something you were just doing the little Mr. critique on?

Brady: No, I liked it. I mean, I liked the fact that they took-

Garrett: Ah, come on. Give me something.

Brady: I just thought their market research was good.

Garrett: Yeah.

Brady: Right? They addressed the concerns of the truck demographic. They made it funny by also just copy- pasting the format of a pharmaceutical commercial.

Garrett: Yes they did. They crushed that.

Brady: So they took advantage of that.

Garrett: The fishing scene just was all-time inaudible.

Brady: Yeah, the fishing scene was funny with the rod snapped.

Garrett: Well, it’s just every ED commercial always has fishing.

Brady: Something, yeah.

Garrett: Yeah, yeah.

Brady: So I thought it was genius just to take… They didn’t make it new. That’s how pharma commercials pretty much are, even from the scene of him walking out on the cliff and looking up. So I thought that was pretty smart. And comparing it to just all the other car commercials I’m seeing, they just chose to do something different, which I loved versus-

Garrett: Speaking-

Brady: …like the KIA. It was cool. That one Telluride commercial.

Garrett: Yes.

Brady: But at the same time, it was the Telluride just mobbing down a ski slope, typical action scene car commercial. So I just-

Garrett: Well-

Brady: …I liked how different it was and it still, I felt like got the job done.

Garrett: Ah, I see see what you did there.

Brady: Yeah.

Garrett: Now, they did forget to cover all their bases. And how did you feel about the interior? Because Ram, their trucks right now, as a truck buyer, are really known for their interior.

Speaker 24: Ram inaudible.

Garrett: That their photo?

Brady: Yeah.

Garrett: All I’m saying-

Brady: It’s probably because it’s not done yet.

Garrett: …All I’m saying is that-

Brady: They don’t even know what the interior is going to look like.

Garrett: They do. They kind of showed it-

Brady: Yeah.

Garrett: … to me.But that vertical interior… Okay, so they have this really cool vertical interior. My only critique on the commercial is you completely got my attention. You fully engaged me. I was… It’s perfect like a Super Bowl ad too, right? It’s got all the dudes. It’s the perfect time and place for this ad was just, this is the ultimate Super Bowl ad. But then, once they got my attention… So let’s just watch the whole ad again for product placement because let’s assume they got us, right? Which I think they crushed.

Brady: Yeah.

Garrett: How did they sell us? Because they got us. How did they sell us?

Brady: I think that’s another campaign though.

Garrett: I’m just… Hey, Brady, we’ve got to critique our favorite ad. All I’m saying is-

Brady: Yeah. Like they don’t hook up the truck to that, whatever that was, like an RV.

Garrett: Well, let’s just see how many times they inaudible they show the product. So let’s ignore all the sex jokes, which are funny, and let’s just look at the product. Let’s see how they do on the product.

Speaker 20: Are you excited about buying an electric vehicle but worried that it could leave you unsatisfied? Then you could be one of many Americans concerned about premature electrification. Symptoms may include fearing you might not be able to last as long as you’d like.

Speaker 21: There was plenty of charge before.

Brady: It’s about how often, how far in a week, inaudible?

Speaker 21: I’ve been working a lot.

Brady: No car yet.

Speaker 20: …being unsure if you’ll-

Garrett: Twenty- two seconds in, no car. I just want-

Speaker 20: …have enough power to handle your payload.

Speaker 22: I don’t know if I got the power for this, baby.

Garrett: Somebody else’s car.

Speaker 23: I’m adventurous. I like to go all the way. I don’t want to have to question if we’re even going to make it.

Garrett: There’s no Ram logo on the Super Bowl. I didn’t know what it was yet, by the way.

Brady: Yeah, that’s where I thought it was a picture.

Garrett: Yeah. It’s 40 seconds in, which is still pretty good. I didn’t see it, by the way.

Speaker 23: That wouldn’t work for me. Stop. Start. Stop, start.

Speaker 20: If PE, premature electrification, is something you’re worried about, go to ramrev.com-

Brady: Oh, stop right there.

Speaker 20: … and find out if theRam-

Brady: So that’s the first shot of the truck.

Garrett: Pretty dope shot. I like the lights, but that’s it.

Brady: Yeah.

Garrett: It looks a lot like the Ford lighting too, at this point, doesn’t it? Kind of, the lights on the front?

Brady: Oh, yeah.

Garrett: Similar kind of new school, but also it’s stereotypical.

Brady: Too different.

Garrett: No, it doesn’t look… Hit it again. Let’s see. So we got this shot.

Speaker 20: Come and find out if the Ram 1500 Rev, with options being designed to inaudible.

Garrett: The inaudible screen’s cool, but very small, like quit the scene.

Brady: Yep. So there’s the front grill zoomed in.

Speaker 20: …in satisfying ways is right for you.

Speaker 23: Stop, start. Stop, start.

Garrett: Makes you almost feel like the truck doesn’t exist.

Brady: It’s a pharm ad. They always show the pills and stuff. They stuck to the format.

Garrett: They did. They crushed it. I’m just-

Brady: They don’t have the solution yet, so it wouldn’t have made sense for him to have the Ram hooked up to the motor home. Like trailer or-

Garrett: Yeah. It’s a phenomenal ad. It’s one of my favorite ads ever. I just… How do you do that though? In Ram’s defense, right? It’s not so much a-

Brady: Yeah.

Garrett: …critique so much as a call- out.

Brady: I feel like you have to follow up. I don’t know-

Garrett: How do you follow up though, the commercial ad? It’s not that easy, dude. You’re not going to retarget the entire nation.

Brady: Yeah. That’s where it’s difficult. How do you-?

Garrett: Do you-

Brady: Yeah, they-

Garrett: Because then, the call to action is, you can have one a year and a half from now for a hundred dollars, maybe.

Brady: Yeah. That’s where I think it’s too far in advance to have a full multi- touch campaign because, in the end of the day, it’s not available for over a year.

Garrett: Yeah, but what did you remember about it? You remembered how funny the commercial was. Nothing about the truck. That’s where I’m struggling. Like a year and a half later.

Brady: Yeah, I… So, my take- away-

Garrett: Just to critique it at a macro level for a second, because it was my favorite ad in the commercial.

Brady: Yeah.

Garrett: I want to say that, of the Super Bowl, favorite ad, by far. Best ad. But-

Brady: My takeaway is that it had better range than other trucks that are coming out.

Garrett: It didn’t even say how much range it has.

Brady: So then, I went to the site, and you can select higher range packages and they’re super expensive.

Garrett: But it doesn’t talk about the range.

Brady: No, but they allude to it… in the ad, which probably gets like they hold off on information and then get people to go to the site.

Garrett: Yeah. It’s if you go to ram. com, not ramrev, but ram, yeah, just ram. com. I wondered if they, because they’re doing the sales, the traditional auto sales. Can you go down and see if they have any tie into the commercial? To your point, I just wanted to see fully electric, fully satisfying. Okay. That’s a nice little tie- in. Not everybody would get the joke, to be honest. But they’ve still got to sell all the other trucks that they can actually sell.

Brady: Yeah.

Garrett: So it’s like this… Did they talk about government rebates or anything? I didn’t see anything about the rebates.

Brady: I don’t know if they’re doing that.

Garrett: I thought they were. Q4, dude. It’s like… And then you go back to… No, now you’re on Ram trucks. Do you see what I’m talking about, dude? Imagine doing the SO for these guys.

Brady: Yeah. Oh, that’s different than the Ram Rev.

Garrett: Yeah, I know. Nothing’s internally linked.

Brady: Well, they have commercial. That’s an interesting dropdown. Ram-

Garrett: Yeah, this is all this dope stuff. This is like yeah.

Brady: I don’t know. That commercial’s not even on it.

Garrett: That’s-

Brady: Oh, I-

Brady: Yeah.

Brady: Ah.

Garrett: Yeah. You all got to see that live.

Brady: Yeah.

Garrett: Yeah.

Brady: I never understood commercial real estate. It’s like people-

Garrett: Business purposes.

Brady: Ad placements.

Garrett: What’s a commercial for real estate? Gosh.

Brady: It’s a real estate commercial.

Garrett: Oh, what’s a commercial truck? It’s like-

Brady: Trucks have commercials on them?

Garrett: That got me.

Brady: Yeah.

Garrett: All right. No, this is good. Honestly, my favorite commercial. But I think, as with everything we find, there are small opportunities to improve.

Brady: Yeah, for sure.

Garrett: But when I think if you put the truck in the beginning and the ad’s not funny, so you have to do it at the end like they did. And I guess you can’t show too much of the truck because it doesn’t really exist.

Brady: Yeah, maybe that spokesperson could have gotten out of the truck, and been more confident because of that. I-

Garrett: Or some feature over… Because I don’t think the ad was premature electrification in the sense that they have more charge. I think it was premature electrification in the sense that you aren’t ready to buy an electrical truck yet, like buying an electrical truck is too much for you. I don’t think it was that you’re going to run out of range, exclusively. I think it was more of a double entendre of the market is premature electric truck, and they’re trying to make a joke out of that to warm you up to it. Because I don’t think… I don’t know a lot of people who’ve got a Ram Diesel truck and are like, ” You know what I want? The electric.” I feel like it’s a different buyer. I feel like it’s like the person who lives in the city and moves their apartment once every 12 to 24 months, and they just want to have a truck for that. Or they might go bike riding, but they’re not like a blue collar. I think it’s like a white collar truck similar to… Will you look at the Rivian real quick for us? So the Rivian, to me, is a truck for accountants. Do you get what I’m saying?

Brady: Yeah.

Garrett: Like if you’re a CPA, you drive a Rivian. You don’t actually use your truck. See what I’m saying? Like that car right there is not for heavy- duty usage so much as someone who wants a truck but lives in Newport.

Brady: I agree. I don’t imagine utility-

Garrett: Yeah. It’s even their advertising-

Brady: …boxes in the back of a Rivian.

Garrett: No. Yeah. No. I don’t… You’re never going to see a Rivian doing that.

Brady: No. No one would ever do that.

Garrett: No. What people do with a Rivian is they drive to get their favorite coffee, but they don’t want the trucks inaudible.

Brady: Yeah, they’re more of that SUV.

Garrett: Correct. They’re more of the SUV on the right, and that they just happen to have a truck. It’s like the Tesla truck. No general contractor’s buying a Tesla truck. Do you kind of-

Brady: I don’t know. Maybe places around here, Newport Beach, gated community.

Garrett: Correct.

Brady: An electrician has a cyber truck.

Garrett: Yeah. But there’s nobody in the middle of Texas that’s driving around-

Brady: Yes.

Garrett: …with a Rivian.

Brady: I agree.

Garrett: And that’s what I mean is it’s a weird… I’m intrigued to see how it goes as the market develops. So I mean, 20 years from now, I’m sure everybody will use electric or something.

Brady: Yeah.

Garrett: But as of right now, it’s a weird time. And I think whoever wins it wins it all. And that’s why Ram is willing to advertise a year and a half in advance because if they can win the preference war…

Garrett: Because if they can win the preference war, they’re in a great spot.

Brady: Yeah, it’ll definitely be adopted over time but I agree with needing the premature type advertising because I think it’s a long shot, these trucks competing against themselves to try to capture this market.

Garrett: Well, it’s premature ads. The whole thing is a little early.

Brady: We’ll see. I guess in two years, there’ll be Ford Lightnings, GMC Denalis-

Garrett: Cybertruck, yeah.

Brady: These Rams. I don’t know if the Cybertruck will actually-

Garrett: Ever be made?

Brady: Yeah.

Garrett: Are you skeptical, Brady?

Brady: Well, I don’t think it even fits in that category of those three trucks.

Garrett: Yeah, Rivian and Tesla seem to be more-

Brady: Yeah, I would put those to the side but-

Garrett: Non- truck owners that want a truck versus traditional F- 150 owners who now are going to maybe buy a Lightning.

Brady: Yeah, it’ll be interesting to see how many contractor decals are put on the side of an electric truck with-

Garrett: Well, there is a use case for them. What I would say is, because I grew up with this and then Tanner’s dad, and this is what I would do in the summers. I’d always help these kind of guys. One of the things they do care a lot about in these industries, and this was kind of weird, there’s two sides of this coin that they care about is gas and time. In other words, a lot of plumbers, if they’re, let’s say Schaffer Plumbing serves Dana Point, they don’t really go up to Orange ever.

Brady: Yeah, so much time and gas.

Garrett: Because by the time it takes as well as the gas. Now, I think the false assumption if you were a manufacturer is that contractors are going to use this because they can save on gas costs. The slight difficulty on that narrative is it’s not very easy to… What they don’t understand is you want someone with multiple trucks. Keeping multiple trucks charged is hard because all these guys work out of their homes. They have a small warehouse where they keep the plumbing supplies but you can’t store your three trucks in there. So a lot of them just store the trucks in their driveway or on the street. Across from my house where I live in Orange, the guy across runs a gardening and landscaping business. He’s got three trucks. My street just looks like his parking lot. There’s no HOA. But I don’t know how he could charge them all, for example. So I do think there’s just some weird flaws in the hypothesis because the contractor people who would like to save money on gas also will struggle to charge them and are still more concerned with time than they are gas. Because you can’t be two places at once, so just some conundrums.

Brady: Yeah, we’ll see how it pans out. I’ll keep my eyes peeled.

Garrett: I know. I want to see a bunch of these with logos, Rivians with just Schaffer Plumbing all over it.

Brady: Maybe all the SolarCity guys will have them.

Garrett: Yeah, maybe if they’re still in business. Oh, man. Well, that’s advertising jealousy. Shall we talk a little inaudible?

Brady: Yeah.

Garrett: Back pain?

Brady: We have it

Garrett: Hot night?

Brady: It’s a thing in the summer.

Garrett: We’re talking mattresses, okay? I don’t know. I’m running out of ways to allude to this. We’re talking mattresses today. So, we’ve got Purple. We’ve got, who’s the other one?

Brady: Purple, Nectar, Nest.

Garrett: You’re in the market, Brady. So tell us, what are you looking for?

Brady: Just something my wife is happy with.

Garrett: Isn’t that most of our life?

Brady: Yeah. No, so she has back pains and so we bought… Because we were on, I think still my mattress from when I moved out.

Garrett: College?

Brady: Yeah, after college. It was too soft and so we got a Nectar mattress.

Garrett: Can you pull up Nectar for us real quick?

Brady: Which is why we got it last, some holiday weekend.

Garrett: I haven’t seen this. Because we also have pads too. Oh inaudible you click that ad every time, Scarlet. You’re savage with our budgets.

Scarlet: It’s right there.

Garrett: I know, I know.

Brady: So this is one. It was shipped in a four by three foot box. Then I undid the plastic and-

Garrett: Oh and it does the thing and it-

Brady: It almost threw me across the room.

Garrett: Yeah, that’s crazy. I remember that with the Purple. They roll it up, yeah.

Brady: So we got a firmer one but you do sink in it. So we got a box spring because we only had the crossbars. That helped but she still has back pain. So her sister who also has back pain recommended their mattress. So now we just ordered-

Garrett: What’s that one? Let’s check that one out.

Brady: We ordered the Nest Owl Latex Hybrid.

Garrett: Separate tab, will you, Scarlet, so I can go back to them? Thanks.

Brady: So Nest is the brand and then the type is Owl.

Garrett: It’s so funny. So it was Owl for sleeping babies that I use. Nest is also related. It’s so much sleep.

Brady: Yeah, I have Nest as my thermostat.

Garrett: Is it the same brand?

Brady: Yeah, Nest Bedding.

Garrett: So it’s not the thermostat?

Brady: No. So they have a bunch of bird names.

Garrett: What’s the difference in all of these?

Brady: This one seems more like a classic mattress.

Garrett: It does. It has a topper on it, plus-

Brady: I’m curious. I need to see when it’s delivered because it’s been raining so much. But what I was able to do with this one, unfortunately it was more expensive, so this is where I’m at right now.

Garrett: Oh, it’s Natural Latex Hybrid. Okay so if you go back, just see where Nectar is a hybrid. So go back to Nectar real quick. I’ll show you. So Nectar on the right, scroll down. I just saw it on the bottom right corner. See that hybrid foam plus springs?

Brady: Oh, interesting.

Garrett: So that still looks different because it doesn’t have a topper, but just so you’re aware, yeah.

Brady: So anyway, I had a year long trial with my nectar. I’m nine months in. So I called them and they’re-

Garrett: Year long trial?

Brady: Yeah. These people, they’re slinging year long trials now.

Garrett: Bro.

Brady: The mattress game.

Garrett: How do you even get it out of your house?

Brady: I think that’s how they allow it is not a lot of people would just be like, ” Whatever. It is what it is.”

Garrett: Yeah, but every night they’re reminded by it. It’s a weird purchase to get over.

Brady: So I called them to return it and they are going to ship us a firm topper for free.

Garrett: Oh, so they don’t just let you out?

Brady: No, and I could have. The reason why I moved forward with a firm topper, because we got our Nectar for probably… It looks like$ 800 less than what I just bought this one for. So I’m like, ” If the firm topper works-”

Garrett: Well, inaudible go to firm. Change the field to firm. I bet you it gets more expensive.

Brady: I got split.

Garrett: Oh, you got the split?

Brady: So I ordered the split medium firm.

Garrett: Yeah you did, you little baller. Let’s see.

Brady: It’s the same price. It’s a Cali King.

Garrett: Oh, CK. Okay, so now you get lifetime. How do these people make any money these days, bro?

Brady: So I don’t know what that exchange is, but they do. It’s in the-

Garrett: Go down a little more.

Brady: Top above the photo. They have a 365 trial.

Garrett: Oh, okay. Oh, there it is, 365 night trial. Okay, I see it there too. Okay.

Brady: So anyway, now I am going to order the firm topper because I still have time to return my Nectar. I have an Owl on the way in case if the topper doesn’t work. I’m just going to return that mattress, keep the Owl.

Garrett: And check out Purple. Purple is what I use.

Brady: But to your point, there’s such a pain to return and move around that I bet most people are not doing what I’m doing which is just having-

Garrett: Well, no, and where do you keep this massive mattress in the meantime? I love Purple.

Brady: I’m just going to lean it up against the wall.

Garrett: Yeah, see that would kill me.

Brady: It’s going to be the best blackout curtain ever.

Garrett: Oh, that’s the worst. See, I love purple. Purple, I’ve been a proud customer of for six years now.

Brady: Didn’t they get a lot of backlash of the dust in the honeycombs?

Garrett: I don’t freaking know. I sleep like a baby and it doesn’t matter how nice the hotel is. My mattress is always better.

Brady: Microplastic knocks you out.

Garrett: That’s what I need, bro. Give me them chemicals. Let me sleep good on that microplastic. No, I love this, man. It’s a great, great bed. It looks like they’ve kind of matured some of their-

Brady: 10 year warranty, 100 night trial for them.

Garrett: Yeah, we don’t need to give it away, Brady. We have a great product.

Brady: Free returns, free shipping.

Garrett: And look at how it’s priced.

Brady: Okay, a king is 1, 600.

Garrett: Split king, 17 for you.

Brady: Yeah, so that’s close to the Owl price.

Garrett: I really do love this mattress though and I’m not even a person who’s ever even think about liking a mattress. So I never even knew good mattresses were a thing. But I love it and I love the ads they used to do with the egg. Since this is a marketing show, how are they marketing the other ones? Because they all seem to just be like, ” We promise it’s good. If not, we wouldn’t give you a full year for free to try it.” Is there more to it than that? Because watch, go to Purple egg ad.

Brady: I’ll probably get an Instagram ad real quick.

Garrett: I’ll show it real quick. Yeah, I know right? Purple egg ad. There you go. Use this real quick.

Speaker 25: What’s a super easy way to tell that your bed is awful? The raw egg test. Let me prove it.

Garrett: This is how they got into the market and they crushed this. So 330 pounds of tempered glass, four raw eggs, three foot drop. See how they did this whole thing? My body does feel so good on this mattress.

Speaker 25: When it comes to mattresses, you used to only have three choices. Looking for some shoulder pain? Try a hard mattress. Oh, it may feel like a rock-

Garrett: That’s going to be me.

Speaker 25: And put pressure on your hips. But it’s the perfect way to tell your partner, ” Hey, baby, want some arthritis?” It just fails the raw egg test.

Garrett: This is the best advertiser. I just want you to see.

Speaker 25: Then there’s the soft mattress.

Garrett: This is my favorite ad of all time maybe.

Scarlet: Starts out okay but collapses over time like some cheap sneakers or Anakin Skywalker. Since it comes without back support, you get to try cool new hobbies like chronic pain. But it also fails the raw egg test. Now let me explain the eggs. The raw egg test states that the perfect bed will let you put weight on raw eggs without breaking them. Because if a bed can cradle raw eggs while supporting all that weight, it’ll also cradle your pressure points while supporting your body for maximum comfort. Well, if the hard bed’s bad at cradling and the soft bed’s bad at supporting, at least the medium bed is just terrible. It’s not firm enough for back support or soft enough for your pressure points.

Garrett: That’s the hotel bed.

Scarlet: In the end, it’s just a sad middle ground like limbo or a wussy centaur. It’s average. No one wants average. Now to get around that, some beds come with$ 5, 000 remotes so you can choose between hard bed problems or soft bed problems. They’re so high- tech, they failed the raw egg test twice. I don’t need a bed that’s hard, soft, or average. I need the best of firm and soft without the drawbacks. Introducing Purple, the only mattress that cradles your pressure points like a soft bed while supporting everywhere else like a firm one. Need proof?

Garrett: Okay, so hit pause. I think you guys get it. They’re the GOAT of this. Now let’s go back. So let’s go to Nectar mattress ad. Let’s just search Nectar mattress ad because that’s who you’ve got to beat in my opinion, right? Because they have good enough creative and concepts, they can just out advertise this all day. So if we’re going to compete, Brady, we need to be better than them. Do they have anything?

Brady: Yeah, that first video, don’t trust commercials.

Speaker 26: People who value sleep sleep on a Nectar mattress, but you’re not going to believe me. After all, ( singing).

Timmy: Wait, mister, so Nectar isn’t the best mattress at the best value with a 365 night trial and a forever warranty?

Speaker 26: Of course it is, little Timmy, but just because this specific commercial is super reliable doesn’t mean that you should start trusting other ones.

Timmy: Oh, it’s like when you-

Speaker 26: Back to the song,

Speaker 27: (singing).

Speaker 26: (singing).Don’t trust commercials. Trust reviews from real people. See what millions of happy sleepers are saying about their Nectar mattress or try it out yourself at one of our stores.

Garrett: That was one of the crazier ads I’ve ever seen.

Brady: Yeah?

Garrett: That product just looks like it sucks, dude.

Brady: I love it. No, actually.

Garrett: The look of it compared to the quality looks of the other products when they just have it with the gray sitting there with the four, it looks cheaper.

Brady: Yeah, it did cost less than the other ones.

Garrett: But your wife doesn’t like it. You like it?

Brady: Yeah, I’m not too picky.

Garrett: Yeah, see I’m kind of the same. Now-

Brady: I also don’t have back pain.

Garrett: Correct. Now when we’re looking at all of this, let’s look at one last person, which is Eight Sleep. These are the topper guys. So we’ve got into the topper game Eight Sleep Pod Pro. There you go. See that? Let’s look at that one. Just click, yeah, that’s-

Speaker 27: Sleep is Fitness. The better you sleep, the better you perform. Better sleep starts with the perfect temperature. Introducing the Eight Sleep Pod, the only bed featuring dynamic temperature regulation. It learns the conditions you like best and adjusts automatically so you never feel too hot or cold while asleep. Technology that is seamlessly integrated into four layers of adaptive foam to provide perfect comfort and pressure point relief backed by renowned sleep scientists and designed to improve your sleep performance. The Eight Sleep Pod allows you to wake up refreshed no matter what you do tomorrow, it begins tonight. Because sleep becomes energy becomes anything.

Garrett: So that gives a little context, right? We’ve got the mattress game. We’ve got the tech side of the mattress game. We’ve got the toppers. We’ve got Casper. We’ve got Nectar. We’ve got Purple. We’ve got Owl. We’ve got Nest, which is Owl. We’ve also got all the OG mattresses that you can buy at a mattress store or Costco.

Brady: Yeah, the you’re killing me, Larrys. Is that guy mattress or just furniture?

Garrett: You’re killing me, Larry. So how do we advertise this? How do we grow? What’s our mattress going to be? Tell me what your perfect mattress would have, Brady.

Brady: My wife not having back pain and me still being comfortable.

Garrett: But it needs to be a split.

Brady: Yeah, so the split was attractive. It would be interesting because I do think referrals and reviews is a big part of it.

Garrett: What do you mean by that?

Brady: Just actually talking to people who have the mattress. So I kind of liked how the Nectar commercial called that out. Everyone is talking about their tech, but does it really work like that? They’re just saying it does. So I think people can get more innovative within the referral game. I don’t know. Even going back to Tesla, he did a great job with referrals for Tesla and had a whole portal for it.

Garrett: You get charging off. That’s what-

Brady: Yeah, charging off. He’s still doing it for solar. I’m curious if they even show on their sites what they’re doing for referral programs.

Garrett: Yeah, let’s look at their referral program. I like that. I like your take on it. So let’s go Purple mattress referral program.

Brady: Because maybe I missed something, but my wife’s sister, she did technically refer us. But she wasn’t aware of, oh, let me also give you this code. I’m going to get a new bed sheet set, pillowcase set, and you’re going to get this much off your mattress.

Garrett: So it has to be 599 bucks. We paid out after the 100 trial completes. It’d be hard to do a referral program for the 365 because you have to wait a year. Go down. We see real people, not robots. What do you get for the referral?

Brady: Yeah, what do you get? It might be in that second paragraph or the last one. No.

Garrett: The reward will pay out referral reward Purple. Let’s see what that is. Because this is the term. What about the reward? Because they probably changed their referral rewards. So can we search a referral? Yeah, there it is. Maybe right there.

Brady: Do the click here. That’ll bring you back to-

Garrett: Okay, so Purple is not really focused on that. Let’s go to the one you just bought, the Owl, because that’s what your sister just recommended, right?

Brady: Yeah.

Garrett: So it needs to have a split, but it looks like split is table stakes. Everybody has a split now.

Brady: It’s tough to do, but have the person who sleeps on one side of the bad leave a review and then the other side of the bed leave a review.

Garrett: I like that, I like that. So let’s see, get started and 10% commission, Indi app. What’s the Indi app? When we search Indie app, I just want to see what the Indi app is, bottom right, Indi app. Oh, okay, so it’s like affiliate program. Okay, so for you Brady, if you go to the reviews on Nest, do they mark as real reviewers? Just go to bedding or mattresses. Let’s click on one. Oh, yeah, I guess reviews. Let’s do that. Customer reviews. There is nothing that makes me think those are real. There’s no face and it’s just a generic five stars.

Brady: This is where it’s a beneficial thing to use the review sites brand and not try to adapt reviews to your own branding because it comes across as fake.

Garrett: Yeah. Go to read more reviews because that’s the worst.

Brady: I’d rather see yellow stars like Google colors.

Garrett: Oh my gosh, don’t have it yet. Five stars. So great, I don’t even… Brady, for them, that’s a tough… I like that they give context on the left, but these look like if you were to say, ” Garrett, can you show me the most fake reviews site you’ve ever seen in your life?” I’d be like, ” Yeah, no problem. Check out NestBedding.com.”

Brady: Yeah, I wonder what they’re doing to entice these reviews. Because they do look like they got something out of it because they’re lazy reviews.

Garrett: For them doing a whole ad campaign around trust our reviews, this is the worst follow through I’ve ever seen.

Brady: So that was Nectar.

Garrett: Oh, that’s different?

Brady: That was a Nectar ad. The whole-

Garrett: Oh my gosh. I got my Nectars and Nests.

Brady: Don’t believe commercials.

Garrett: Let’s go to Nectar mattress reviews. Okay, sorry about that. My bad, Nectar. I got confused with the birds because the birds eat the nectar.

Brady: Yeah, it’s related.

Garrett: Nectar mattress reviews.

Brady: I wonder how much money we’ve given Google Ads today.

Garrett: Oh, Scarlet hasn’t even hit her top score yet.

Brady: We should track that. You can get a Chrome extension that gives that cost per click. So the-

Garrett: Do you think she could be a top 10 customer?

Brady: The producers could do a wrap up on how much money we’ve spent on Google Ads at the end of the episode.

Garrett: Okay, so wait. Can we just click that 4. 7 stars with over 30, 000? Of course not. Oh, reviews, top right corner.

Brady: Yeah, it’s on the top right.

Garrett: They’re copying all each other. Okay, there we go. They’re using inaudible with the verified buyer. Yeah, there you go. Wait, time out, verified reviewer? Is that different than verified buyer? Yes, it is. See that?

Brady: Interesting.

Garrett: You’ve got to be careful with these people. Remember we talked about, what was it, organic or free- range?

Scarlet: Yeah, free- range or pasture.

Garrett: Yeah, that’s like a verified reviewer versus verified buyer. Okay, so we’re 65 and is very well for these old bones. I think to our point earlier, you want to know what kind of sleeper are you? Are you a side sleeper? Are you a back sleeper? Do you need a solid mattress, a light mattress? These reviews need context, but I like that they’ve got the check mark. I feel like I trust these reviews.

Brady: Yeah and it’s interesting, all the engagement on the right.

Garrett: Yeah. Oh, well they’re also playing the hits too. Look at the dates.

Brady: Yeah, it might be sorted by-

Garrett: Oh, can we sort them?

Brady: The engagement.

Garrett: Recency? Oh, okay, what mattress size? Yeah, we can. Okay, so we can start to filter these.

Brady: Then even below that on the right, there’s a sort select. It’s probably-

Garrett: Newest, there we go.

Brady: Yeah, so less engagement.

Garrett: Upgrading quality, size twin. Good, good. Then they’ve got some Nectar team responding. Yeah, it’s pretty active. I like this.

Brady: So they’re leaning in on their statements.

Garrett: I don’t think any of this works for us though, Brady. Everybody is already doing this.

Brady: Yeah. Well no, I was thinking more like these help, but just keeping it within… How do you get someone who buys a new mattress and the referral program is so good that any social outing, they’re like, ” Oh, I got this new mattress.” When’s the last time you got a mattress?

Garrett: I don’t think the referral program does it. I think the quality of the mattress does that. You and I both know you can’t gimmick referrals.

Brady: Yeah, but I think all these brands are a good fit for people, I think.

Garrett: Well, I know, but then why are we launching a new one? Why does the world need us? That’s what we’re trying to figure out today.

Brady: Yeah. That’s more on the product side.

Garrett: Yeah. They’ve got Nectar. They’ve got Nest. They’ve got-

Brady: There’s a company that does-

Garrett: Casper.

Brady: With the Aura rings we have, all that data, there’s a mattress pad that tracks all that.

Garrett: That’s what Eight Sleep is.

Brady: That’s more cooling and stuff.

Garrett: You can sync it all up though. They have-

Brady: That’s more cooling and stuff.

Garrett: You can sync it all up though. They have inaudible-

Brady: Okay, so they give all the sleep…

Garrett: Yeah. I’m pretty sure.

Brady: Heart rate and stuff.

Garrett: Correct. So what I’m saying is… how do we launch a mattress company? Because that’s what this is all about. So we now have a good lay of the land, we’ve seen that everyone’s the same. I’ve got an idea for us. Toppers only, because I think everybody already-

Brady: inaudible.

Garrett: …has a mattress.

Brady: It’s like the creamer.

Garrett: It’s like the creamer baby. Look, when I got good ideas I got good ideas.

Brady: Everyone’s got coffee.

Garrett: Everyone’s got coffee. Everybody’s got a mattress. I mean you have rather just got a topper instead of having to keep your mattress on the side of your room for-

Brady: Yeah. Yeah. So topper only and-

Garrett: Then split toppers.

Brady: Yeah.

Garrett: So whoa, the first ever split topper.

Brady: I mean it probably could. Yeah. Let’s…

Garrett: Can we do a split mattress topper?

Brady: What happens if we just do a best mattress topper? I’m curious-

Garrett: inaudible.

Brady: …if there’s a brand dedicated to toppers. Top Split King. Well some of them are split just because it’s like two twins together.

Garrett: Yeah. Let’s do like firm and soft mattress topper. Okay, let’s go down a little bit just so I can see which.

Brady: So you could just get two twins, but then you’d have the-

Garrett: I don’t want two twins.

Brady: The crack.

Garrett: That’s annoying. The crack is annoying. I think we got something here, bro. I don’t see it.

Brady: Yeah, I wonder what the far right one is.

Garrett: Yeah. See, that’s what we’re competing with. I think that, we can be better than. That’s moving all over the place. Imagine you Brady, every night. Your girls are so firm, her back’s great. But then you’re over here with the mattress falling off and you got the crack and one of your toes on their side. That would drive you nuts.

Brady: Yeah. I wonder how much the bed beneath the topper influences.

Garrett: Oh, it influences a lot for everyone else. Not for us.

Brady: You could formulate it, right?

Garrett: With our patent pending…

Brady: If you have a soft bed and you’re looking to achieve this feel, you get this topper.

Garrett: Yes. Yes.

Brady: If you have a hard bed and you’re looking to achieve the same feel…

Garrett: Yes.

Brady: You get another topper.

Garrett: Yes. Yes. And we have a split topper system, so what we would do, it would be a single piece that would have two inserts and then we could have two toppers perfectly sewn together and then we just double stitch it, so imagine if that thing was double stitched.

Brady: Yeah. You wouldn’t feel the split.

Garrett: You wouldn’t feel. But you would’ve your area and she would’ve hers. Now that right there is a product.

Brady: Do you think they do a realistic split where it’s actually one fourth?

Garrett: Oh yeah. We could only have a quarter. Yeah. Yeah.

Brady: inaudible.

Garrett: inaudible quarter size.

Brady: We can keep our territory.

Garrett: Yeah, exactly. A little pillow wall. You could just have it pop up.

Brady: Oh yeah.

Garrett: Yeah, yeah.

Brady: The king pillow wall.

Garrett: Yeah. Stay away from my side. Oh. No. I, Yeah, I think there’s a big gap here. One size. What the heck is one size? See what I mean? It’s just-

Brady: And the cost, the shipping, convenience. Keep your mattress.

Garrett: $300 for a travel set. How do you pack that? Time out.

Brady: They might have images of it packed.

Garrett: You roll them like that. Dang. You would’ve to have some serious… imagine you were going on vacation.

Brady: That’s a road trip.

Garrett: Bro. That’s bigger than my luggage. I’d go on a two- day trip with a backpack.

Brady: Can’t bring the golf clubs anymore. Got to bring the topper.

Garrett: Got to bring the topper. Okay, so let’s go back to topper. I think we’ve got our thing.

Brady: Yeah.

Garrett: I don’t think I’m entering the mattress game and it would call inaudible-

Brady: I was thinking more like we are an actor, we are an owl. How do we beat these guys? Because we all look the same.

Garrett: I like where we’re going, dude. I like this inaudible-

Brady: The whole referral. All those strategies still carry over to this.

Garrett: They carry over. That’s a great point, Brady. It’s a great strategy. They totally carry over. What we need though…

Brady: Yeah.

Garrett: …is there anyone who’s doing? Got to best for mattress toppers. I just want to see who. Do down.

Brady: If there’s like a brand just for toppers inaudible-

Garrett: Go down. They have inaudible.

Brady: There’s a lot of toppers.

Garrett: Right there. One more. That’s how they get another ad in real quick.

Brady: Yeah. She did. She’s literally getting a high score. All right. Let’s see. Every mattress top. Okay.

Garrett: Split. They don’t ever talk…

Brady: Yeah. Was that not a category?

Garrett: See, and do you see how this just floats? I want to secure. You know how it’s really annoying when things move while you’re sleeping?

Brady: Oh, so yeah. That one has a …

Garrett: Yeah, but I need something better than that. I know a lot of active sleepers out there. To me, that thing is not holding. It also has to be safe for recreational activities. Think if you’re doing recreational activities on your bed and you don’t want that topper strap tearing, moving all over the place.

Brady: Yeah. I mean, the strap has to be better than a fitted sheet. inaudible.

Garrett: Well every time you had recess on your bed, you had to reset your topper afterwards. You would be pretty over that topper pretty quickly.

Brady: Yeah. It sinks down.

Garrett: Yeah, or off the bed.

Brady: You can just feel the drop- off at your head.

Garrett: This is maybe too vis visual for everybody, but you know how there’s like the extra pillows on your bed and if maybe you do recreational activities, the pillows are everywhere. I feel like that would be the topper.

Brady: Yeah. I just always store the pillows to the side.

Garrett: Yeah. But there’re got to be a place to put-

Brady: Unless someone comes over and they’re never going to go into our bedroom, but the bed has to be made with the…

Garrett: Correct. And all I’m saying is…

Garrett: To

Garrett: me, if we had a foam mattress stopper that was split, which I haven’t seen any of here, and properly secured, now, that’s more what I want.

Brady: Yeah.

Garrett: Something like that. But I don’t see the secure. See, that’s good for back pain, but it’s not split. I think we have something here, dude. Okay, so we have our product. It’s hyper secure. We could do market research to see if my theory on recreational activities and toppers just doesn’t work. Because right now, I don’t think that topper could work for recreational activities. I think you’d have problems. I think you’d definitely redo all your bedding every time.

Brady: Maybe not, because a king bed or Cali King, it’s so heavy. But any bed, smaller than that, it’s probably so light. It just moves around.

Garrett: I don’t think those are that heavy, dude. They’re maybe be four inches thick, five inches thick.

Brady: It looks heavy. I don’t know the material.

Garrett: But how does it stay? If you’re moving like this, I feel like that thing is going to go off to the left, off to the right. The sheet that’s on top of it. You kind of get where I’m going with this?

Brady: Yeah. I’m trying to think what-

Garrett: I think we could run an ad is all I’m trying to say.

Brady: What system would secure it?

Garrett: I think you could have straps, so if you ran straps all around it, let’s say it has four straps on the alongside. Three straps on-

Brady: Yeah, it’s just…

Garrett: You just set it up once.

Brady: It wouldn’t fall off the bed, but it would still move, because mattresses are soft so you can’t crank it down so much where-

Garrett: Well you go around it. You go underneath the whole mattress is what I’m saying, so you have one person lift up the mattress. I’m saying that I think we got it solved for some of these things.

Brady: No, I agree.

Garrett: You know where I’m going. inaudible okay. Good. All right.

Brady: I’m thinking of a magnet system right now.

Garrett: Yeah. We’re on the same team.

Brady: But how do you secure the magnets, the mattress?

Garrett: Okay, so we got that. We know we need it to be able to be split.

Brady: Yeah.

Garrett: Right? For your use case. I think it’s a very normal use case. And we need it to be… secured.

Brady: Secured and just as comfortable as buying a new mattress with the type you want.

Garrett: More comfortable than a new mattress.

Brady: More comfortable.

Garrett: For half the cost.

Brady: Yeah.

Garrett: Now we’ve got a value prop. Now we can run ads.

Brady: Yeah, because you just want to come across as like, oh. You own a mattress, you’re fine.

Garrett: Yeah.

Brady: As long as it’s the size you want, of course you’re good, because you could even get people to think, oh, I do want a bigger bed. I’m just going to buy this cheap one.

Garrett: Correct.

Brady: Because I’m going to throw this topper on top and it’s going to feel…

Garrett: Correct.

Brady: …incredible.

Garrett: Best mattress topper ever.

Brady: Yeah.

Garrett: Now are we going to do this use for the rest of your life. If you don’t like, send it back, like we’re Costco type advertising everybody’s doing? How are we going to? Because this will try before you buy or buy and try, it seems a little difficult in my opinion for us to make any money, but maybe people don’t sending it back. I’m sure statistically it’s like less than-

Brady: Well that’s the thing. For the mattresses, it’s a pain to return.

Garrett: I know for our topper, I feel they can ship it back to it’s pretty easy, bro.

Brady: But for this it isn’t. So…

Garrett: I mean it’s still lazy. I mean, humans are lazy. They’d have to put it all back in the box. I won’t. Bro…

Brady: Yeah.

Garrett: Yeah. I thought I had an Orbi but I bought an Eero and it’s the wrong thing and it only has two ethernet ports. It won’t work for all my hard- wiring. So I got to return it. I’m willing to return the because it was like $ 500. What’s your limit for returning things if you’re just being honest? Okay, so you have a $ 15 item. Are you going to go return it or you going to eat that? You’re going to eat it, right?

Brady: Yeah.

Garrett: Unless it’s a store you already go to. Let’s say you never go to this place. There’s no crossing paths. What? $ 100. Are you going to return it?

Brady: Yeah.

Garrett: So you’re going to get your own box. You’re going to go to the UPS store and you’re going to return it. $ 100.

Brady: Me personally…

Garrett: Personally you.

Brady: I just don’t find myself in that situation. The worst thing that’s happened is…

Garrett: Trying to find the line. That’s all I’m trying to do.

Brady: I had to fix an oven and so I got ….

Garrett: Worst thing in your life. Keep going.

Brady: Yeah. Service guy came out, got to ship the part, left that, scheduled it to be fixed. His date-

Garrett: Is this when the hose wasn’t going far enough?

Brady: No, it was like a…

Garrett: inaudible that was Jesse.

Brady: A fuse went out.

Garrett: Jesse had an oven problem too.

Brady: Yeah, fuse went out in the oven.

Garrett: Okay.

Brady: So it was like, oh, we got to get the part and I’ll come back on this date and time and fix it. That date and time comes. I call them up. They’re like, ” Oh. Well you haven’t gotten the part yet. Huh?” First off, you didn’t say the part be shipped to me. Finally, they’re like, ” Oh, we don’t know where the part is. It’s going to be shipped to you, but just call us when it comes in and we’ll schedule a new time.” I’m like, ” My oven’s already been out for a week.” So I got another service guy to come, fixed it, I worked for hours trying to figure out, because this is back with Sears repair department.

Garrett: The good old days.

Brady: During COVID.

Garrett: Yep.

Brady: I just went around and around departments to return the fuse so I could then get a claim to get my money back. It added up to probably 10 to 20 hours on the phone to where I just gave up and it was 350 bucks. Just ate it.

Garrett: But you didn’t eat it without trying.

Brady: Yeah.

Garrett: So your line is probably a couple hundred bucks or you’ll try.

Brady: Yeah.

Garrett: I had a$ 600 iPhone.

Brady: And even that one, it still bugs me.

Garrett: iPhone, you know how you can return or when you get by the new one and they send you the box? I sent it to them. I said it was in great condition. They disagreed with me. I don’t know why. They didn’t state the reason, sent it back to me. It’s been sitting at my house for four months. My mom just lost her phone. I just gave her mine. inaudible.

Brady: Yeah. I always have a backup iPhone. But for mine, I got it repaired for a hundred bucks and then I made-

Garrett: That’s what my dad does.

Brady: inaudible.

Garrett: He had a guy in Fountain Valley and he just takes everything to. But I just gave him the phone because I didn’t want to… I know that’s lazy of me, but that was $ 600. I think that’s how humans are though. I think we like…

Brady: No, there’s definitely a threshold.

Garrett: We all have a number of how willing we are and the more complicated you make it while seeming like you’re not is the key.

Brady: Yeah. It depends how often you consume. My wife, she returns a ton, because she’s buying a lot. If she never returned, that would be a ton of wasted money. But for me, I rarely…

Garrett: Get things.

Brady: …am out…

Garrett: Correct.

Brady: …consuming things, and so returning is kind of something not in my world, but for her, it’s like that’s just what she does.

Garrett: Yeah. inaudible fit me and I was just looking at them. Am I really going to have to go back to the store? I haven’t been shopping in eight months.

Brady: But she knows she’s going to return. She buys 10 pairs of the style she wants. She sees if they fit.

Garrett: Yeah. That’s a different game.

Brady: She knows she’s going to go return them.

Garrett: Okay. So we got to do some type of return thing though.

Brady: Yeah, I agree.

Garrett: We got to have some type of free trial.

Brady: I don’t think it needs to be the whole year.

Garrett: Okay.

Brady: Maybe an exchange thing too. Hey, your body changes. You might need something different, so within this time period, you can swap out.

Garrett: Yeah, grow with us or something like that kind of thing?

Brady: Yeah.

Garrett: Okay. And then I have this crazy idea. Do you remember the people who wear the Statue of Liberty costume with the signs?

Brady: Yeah.

Garrett: The mattresses.

Brady: Yeah. The sign twirlers too.

Garrett: Okay. What if for our big launch, this is my marketing strategy, my viral marketing strategy, we hit up, we get a PR firm that’s really good with local news broadcasts, and we just make a massive story, and pitch it to the media where we take over for one two week period every out out of season Halloween store that’s like seasonal pop- ups.

Brady: Yeah, yeah. Yeah.

Garrett: You know how commercial real estate people now have seasonal type pop- ups? So let’s say they own 12 units on a lot. They’ll use one of the lots as seasonal pop- up style, like Halloween store coffee shop pop- ups. What if we just found like a thousand pop- ups, so like 10 pop- ups in every city or whatever and we just did Statue of Liberty mattress signs for our toppers and the store and got a ton of coverage?

Brady: Yeah.

Garrett: That’s how we launched. What do you think?

Brady: Or you could hire those people and not have a brick and mortar. You just have the website on it.

Garrett: I like that even better.

Brady: So it’s like a play on it.

Garrett: Because you like my Statue of Liberty idea though?

Brady: Yeah. Yeah. Yeah. Yeah.

Garrett: Because I feel like it’s a little old school.

Brady: No, I like the sign twirler.

Garrett: Yeah, because-

Brady: There’s different levels you can be and you get paid more.

Garrett: We just did a full United States sign twirler takeover and we just-

Brady: That’s all just the domain, just to go online.

Garrett: All back to our website. I think we could crush it. Imagine if we had like 10, 000 twirlers one day.

Brady: Yeah.

Garrett: Just doing all the signs, coordinated for one mass product launch and we paid them all a hundred bucks.

Brady: Yeah.

Garrett: That wouldn’t be the worst.

Brady: I mean the good ones might be more expensive.

Garrett: I know. inaudible talent.

Brady: So there’s a whole thing with it.

Garrett: I know. I know.

Brady: If you’re level one, two, or three-

Garrett: Wait.

Brady: And you get paid more hourly depending on your level.

Garrett: No, I did not know that.

Brady: Yeah. It’s like inaudible.

Garrett: There’s a governing body that has…

Brady: Yeah. Based on your tricks.

Garrett: Scarlet, can you find this ad and click on it for us first real quick? So best sign twirler. No. Sign twirling…

Brady: Levels? Or…

Garrett: Levels. Well yeah, that. So there’s a full firm. Yes. So we’re going to partner with Aero Sign Spinners through our product launch.

Brady: We got to work with Big Sign.

Garrett: Anywhere, anytime. Oh. Oh. Yeah, we don’t want any average sign spinner. We want these people.

Brady: Yeah. So there’s different…

Garrett: How many offices do they have?

Brady: Wait, was that a competition?

Garrett: Yes. So I think that was.

Brady: inaudible.

Garrett: Yes. See, this is what I’m talking about. We coordinate the launch and we go live with the best sign spinners in the game for our toppers. What do you think?

Brady: Yeah. Even home makeover shows. It’s like, hey, to hit your budget, we kept your mattress.

Garrett: Oh.

Brady: But we bought you this and put it on top.

Garrett: Dude.

Brady: And then they lay in it. Oh my God. It feels like a new bed.

Garrett: If Chip and Joanna were slinging-

Brady: That’s what I’m saying.

Garrett: …our split mattress for us…

Brady: Because they’re all trying to save on money, so they’re like, oh, we kept your mattress. I know you didn’t love it.

Garrett: Correct.

Brady: But it was out of budget to get a new one. But we bought you this topper. They lay in it. It feels like a new bed.

Garrett: Oh. Yes. inaudible placement.

Brady: You just need one of those contracts and …

Garrett: Okay. So we got the split topper.

Brady: Hotels.

Garrett: Tightly secured. Hotels have it as an option.

Brady: You can choose.

Garrett: Would you like a topper?

Brady: Because it’s just a topper, you can choose your firmness when you sleep.

Garrett: Full topper, split topper, firm, medium, light.

Brady: Yeah.

Garrett: I love all of that. We’re going to just do direct to consumer. No stores. I don’t think Purple has a store. Does Purple have a store?

Brady: I know Casper has a…

Garrett: I know. I saw that. Yeah. Does Purple have physical stores?

Brady: Nest used to at the Stark Design Center. But we went to go there and it’s no longer there.

Garrett: Had a store. Okay. Yeah. So let’s find their store locator. Because this is weird, right? A lot of companies start as D2C and they eventually go to physical commerce. Oh yeah. We got stores. So they’re in SoCo. So they’re in inaudible, Spectrum. Okay. They aren’t all premium real estates, bro.

Brady: Oh. Wow.

Garrett: inaudible.

Brady: I haven’t recognized inaudible-

Garrett: Well, that’s a lot harder to compete with, Brady. We’re going to need a lot of sign spinners. We’re going to need a lot of spinners.

Brady: Yeah. Well, I mean… it’s a product where even taking someone else’s word for it…

Garrett: Well that’s why you got the try before you buy.

Brady: Your sleep is personal. Yeah.

Garrett: But Purple’s just doing 100 days. I think we can do like 150 days, 200 days. I don’t think we do 365.

Brady: It’s unnecessary.

Garrett: It’s unnecessary. Yeah.

Brady: You know? I guess I used it. I think I just abused it though.

Garrett: Correct.

Brady: If it was six months, we would’ve done all this in six months.

Garrett: Correct. I think you just waited.

Brady: Yeah.

Garrett: And all right. You still don’t love it. Finally, I’ll make a decision before I inaudible-

Brady: Well, we just timed it because of President’s Day. There’s always sales and so I was like, ” Okay, this is the time to buy a new one.”

Garrett: Understood.

Brady: That’s also why I’m having two at once is because the sale inaudible-

Garrett: We should time our launch with President’s Day next year.

Brady: Yeah. Because that’s when people are…

Garrett: They’re thinking.

Brady: …actively looking.

Garrett: Yeah. They’ve been programmed by Big Mattress.

Brady: And you’re still spending a good amount of money. Right? So we could be…

Garrett: Yep. Now I think the pillow-

Brady: inaudible in that situation.

Garrett: The pillow has always been an underrated. I love Purple because they do the seat cushions, the pillows. I think there’s a lot of expansion because I wouldn’t mind a topper for my pillow.

Brady: I mean, I think we’re two very different pillow people.

Garrett: Why?

Brady: My pillow is just… it looks like a pillow because I put my head on it.

Garrett: inaudible.

Brady: And it just turns into paper and I love it. It’s like nothing. I pretty much sleep level with my mattress.

Garrett: That is cool. Will you click pillows? I want to see if there’s any topers for pillows, though, because if we’re for the topper game, I got to see product expansion, Brady.

Brady: Yeah. I just wouldn’t use one is what I’m saying.

Garrett: I understand. I understand.

Brady: Didn’t inaudible reviewers inaudible pillows?

Garrett: I love pillow just flexing on their… I think I did see that, yes. But look at that. Can we just appreciate them with the 3. 8 just owning their own stuff? Love that. That doesn’t make me want to buy one.

Brady: Yeah, but it makes you want to buy the 4.4 even more.

Garrett: It definitely freaking does. I’ve never seen a brand own. And then they built an upgraded version of it that’s got 4.4. Have you ever seen a brand just own their 3. 8 on their own website?

Brady: Yeah. I don’t know what they’re going to do about it.

Garrett: Because they could filter those inaudible reviews and they chose not to. They just ride or die with their reviews which I actually-

Brady: And it has the most volume, which is interesting. It’s like the most popular.

Garrett: Look at that one. 3. 5. They could care less about their public reviews. That’s kind of wild.

Brady: Yeah. That one has the arm slip.

Garrett: Okay, here we go. Is there a topper? Yes.

Brady: Yeah. Pillow Booster.

Garrett: Pillow Booster. 4. 3. We got product expansion baby. That’s what I’m talking about.

Brady: Dang.

Garrett: Yeah, you put that on in there. Get your boost on.

Brady: Seems terrible to me, but I get it.

Garrett: You get it. Right?

Brady: Yeah.

Garrett: Where else can we expand to? We got mattress toppers. We got pillow toppers. We got car seat toppers. Not car seats, but seats in your car that you could put on top of.

Brady: Office chair toppers.

Garrett: Office chair Toppers.

Brady: We have one out there. I went to work a little bit and I sat in the chair and there’s like a huge foam cushion.

Garrett: Yeah. See? There’s some expansion. Anything else?

Brady: Car seats? Is that what you were saying?

Garrett: Can we do same day delivery? Because I could imagine if you wanted that top or and we got it to you the same day.

Brady: Yeah. It’s got to be on Amazon fulfillment. But…

Garrett: That would be crazy if we could do same day delivery.

Brady: Yeah. It’s a national product. I don’t see why not.

Garrett: Imagine if you could get… because how long did it take you to get your other mattresses? Because I always felt like inaudible mattresses-

Brady: I don’t even know when the other one’s coming.

Garrett: Yeah. See? Not the same day.

Brady: I need to go into my tracking and make sure.

Garrett: Well, you ordered it and it ain’t there yet.

Brady: No. They didn’t even tell me.

Garrett: That’s what I’m referring to.

Brady: I know I ordered it last Monday, a week ago.

Garrett: And you haven’t even got the shipped yet.

Brady: No clue.

Garrett: Notification.

Brady: No text, nothing.

Garrett: We got to upgrade that. Let’s try to buy one of these. Go to a mattress real quick here, Scarlet, on Purple. I want to see when it comes to delivery,

Brady: But same day across the US, you got to be pretty big to…

Garrett: Have you seen all our sign flippers?

Brady: That’s true.

Garrett: They’re everywhere.

Brady: We’re paying them. We might as well have…

Garrett: Same day delivery. I’m just saying.

Brady: inaudible inventory.

Garrett: It could just be like mattresspads. com. Same day delivery. Half off of half the price of our competitors.

Brady: Yeah.

Garrett: Does it say when you can get it? A standard shipping leaves warehouse one to four days. Go back. I want to see that.

Brady: That’s pretty good.

Garrett: In- home setup. To schedule an in- home setup… they do it for you?

Brady: Yeah.

Garrett: Shipping may be impacted by carrier delay. It’s not our fault. Man, I love that. That’s pretty fast though. Leaves warehouse in one to four days is way better than what you’re dealing with over there.

Brady: Yeah.

Garrett: So I do think we have to have that too. If we could do something cool on the shipping, we just need something that’s better than the year trial. If we’re not going to do a yearlong trial, we have to compete on the service side somewhere.

Brady: I mean, the fact that it is just a topper and you get to keep your bed and you don’t have to worry about removing it, I think is the convenience.

Garrett: inaudible. Yeah man.

Brady: Right?

Garrett: I don’t know why no one’s trying to dominate the topper game because I feel like if you could get that same Purple tech on just top of the mattress, I bet you it works.

Brady: Yeah. And like I said, you just enter your mattress.

Garrett: Yeah.

Brady: And then say what you want it to feel like. And then it just recommends.

Garrett: Ooh. A little, choose your own adventure type buying experience kind of thing.

Brady: Yeah.

Garrett: I love it. I love it. Well, I think we just pretty much won the market.

Brady: I like it.

Garrett: That was fun.

Brady: Toppers.

Garrett: Well because the mattress side, I don’t know how. That’s too noisy. I don’t know inaudible-

Brady: Yeah. It’s noisy. It’s big. Fulfillment shipping.

Garrett: They all have weird but similar names.

Brady: Yeah. Nest, Nectar.

Garrett: There’s more. I know there is.

Brady: Oh, I’m sure there’s a ton more. I’m surprised because I bought one. I’m not getting-

Garrett: Casper, Purple.

Brady: Yeah, Casper.

Garrett: But I think the Topper game’s ripe for disruption. We get in there, we create some noise. We got our signed flippers everywhere. Next President’s Day.

Brady: I’ll give you feedback on them, because like I said, they recommended or they said, ” We’ll give you a free topper to try out before you return it.”

Garrett: Hey. Another mattress company’s trash is our treasure.

Brady: That could be our first prototype. I’ll keep that topper.

Garrett: Yeah. I love it. Well, thank you everyone for tuning in. Episode 27. It’s been a blast. Share with your family, friends, like, subscribe, leave, five stars.

Brady: Comment.

Garrett: Comment, and yeah, thanks everybody for tuning in.

Brady: See you next week.