Episode 30: ChatGPT, OpenAI And B2B Influencers

Episode Transcript

Brady: Even that stuff was struggling on that snap.

Garrett: You got, whoa. Welcome to episode 30.

Brady: Yeah.

Garrett: Yes. Brady, can we see that snap again? It’s for the, oh, because for about 28 episodes, we would-

Brady: We’d clap before.

Garrett: Clap before and then Brady-

Brady: Well, no, Scarlet was testing the mic or something with a snap the other week and I liked.

Garrett: There’s no better description of Brady than the fact that he snaps to check his mic while everybody else claps.

Brady: It’s all the same. Actually, Peter, I’m curious, do you look for the clapping motion to line up clips? So is the snap actually hard?

Speaker 2: Normally I actually use Premiere. There’s an auto function where it detects audio waves.

Garrett: So we don’t need to clap?

Speaker 2: Roller ones.

Garrett: Wait, we’ve been clapping for 30 episodes, Peter and you didn’t even need that.

Speaker 2: Not for these.

Brady: Well, I like it. It’s a good routine. It makes me feel like it locks us in.

Speaker 2: It does help me. It does help me when I’m like, okay, where’s the start in the Southwest segment when I see you guys clap? It’s like, it’s a very easy.

Brady: It’s just a spike.

Speaker 2: Yeah. It’s a very easy spike.

Brady: Okay.

Speaker 2: Okay, so it is helpful.

Speaker 2: It is helpful.

Garrett: Because producers back in the day when I was doing my content all the way back with Marcella, her name is Marcella.

Brady: Marcel, yeah.

Garrett: Marcel, yeah. She taught me that you got to clap. Peter’s like you don’t have to do it.

Brady: Well because it’s like when directors do the action that’s visual and audio right. It makes a snapping sound and-

Garrett: It has the scene on it right?

Speaker 2: Yeah. It has a scene on it. And most film cameras can’t actually record sound. So that’s why you really need it for film and stuff because most film cameras don’t even record sound. And so that’s why that habit started.

Garrett: Who made Citizen Kane, your movie guy Peter?

Speaker 2: Orson Welles.

Garrett: Orson Welles. I watched this video of him saying his trick to making Citizen Kane that he’d never done a movie in Hollywood before and that anyone could learn how to do a camera in half a day. What do you think about that, Peter? As someone professionally? Have you seen that interview?

Speaker 2: No, I don’t think I watched that interview.

Garrett: I just watched it and it was interesting because I thought my experience with directive has been the same. And I’ll talk about it in a second, but what do you think about only half a day to learn anything you need to know with the camera. That’s a crazy quote right?

Speaker 2: Yeah, I’d say that’s pretty crazy. He was also very just gifted in general and he’d already been directing like theater and stuff like that. So it was more like-

Garrett: Hyperbolically.

Speaker 2: Yeah, it was more like he already knew how to direct because he’d been directing theater and radio things and stuff. And so it was more I guess just him learning where to put the camera and stuff.

Garrett: Well he was talking about his cameraman this whole time. This is who he was talking about. His cameraman taught him. But he was saying his cameraman was phenomenal and that he taught him in half a day.

Speaker 2: That’s crazy.

Garrett: That is crazy.

Brady: Yeah, he probably just simplified exposure and focus and said that’s all you need to know yet there’s tons.

Garrett: As a photographer yourself, what do you think about that half a day pull? Will you pull this up for me? Orson Wells or just go to my Twitter? I tweeted about it. It’s on my Twitter because I saw this. So while she’s pulling this up, what I thought was interesting about Orson was what he said regarding the fact that the only way he could have made Citizen Kane was because he didn’t know what he was doing. In other words, it was essentially right here, I’ll let him say it.

Speaker 3: Seeing that you’ve never in all your life, ever made a film before Kane have never, so far as I’m aware, been in a studio before.

Speaker 4: That’s true.

Garrett: I’ve never seen this movie, by the way, have you? inaudible

Speaker 3: Result in enormous notoriety at the time and another gifts a gift. What I’d like to know is how did you-

Speaker 4: I know really. I must to interrupt you. I got that good a contract because I didn’t really want to make a film.

Speaker 3: Well, you better develop that.

Garrett: This is so true too.

Speaker 4: No, when you don’t really want to go out to Hollywood, or at least this is true in the old days of the golden days of Hollywood. When you honestly didn’t want to go, then the deals got better and better. In my case, I didn’t want money, I wanted authority. So I asked the impossible, hoping to be left alone. And at the end of a year’s negotiations, I got it.

Garrett: I love this story

Speaker 4: Only because there was no real vocation there. My love for films began only when we started work.

Speaker 3: Now, what I’d like to know is where did you get the confidence from to make-

Speaker 4: Ignorance, ignorance, sheer ignorance. There’s no confidence to equal it.

Garrett: I love that.

Speaker 4: When you know something about a profession I think that you are timid or careful.

Speaker 3: No physical show itself.

Speaker 4: I thought you could do anything with a camera that the eye could do or the imagination could do. And if you come up from the bottom in the film business, you’re taught all the things that the cameraman doesn’t want to attempt for fear he will be criticized for having failed.

Garrett: That’s such a cool point.

Speaker 4: And in this case, I had a cameraman who didn’t care if he was criticized if he failed. And I didn’t know that there were things you couldn’t do. So anything I could think of in my dreams I attempted to photograph.

Speaker 3: You got away with enormous technical advances.

Speaker 4: Simply by not knowing that they were impossible or theoretical. And of course, again, I had a great advantage, not only in the real genius of my cameraman but in the fact that he like all great men I think, who were masters of a craft, told me right at the outset that there was nothing about camera work that I couldn’t learn in half a day. That any intelligent person couldn’t learn in half a day. And he was right.

Speaker 3: Awful lot of things.

Speaker 4: Of all I tell you, the great mystery that requires 20 years doesn’t exist.

Garrett: I love this interview

Speaker 4: And certainly not on the camera. It’s the most overrated mystery on earth. And I was lucky enough to be told that by the absolute best living camera man, he’s like a doctor. Very good doctors often tell you, we really don’t know anything much about meds.

Garrett: So true.

Speaker 4: I’ve noticed an awful lot of good doctors do talk that way, but only the very good ones.

Speaker 3: We don’t believe them of course.

Speaker 4: I do implicitly. I don’t think we know much.

Garrett: See, I love that interview because-

Speaker 2: Yeah, that’s a great mindset.

Garrett: But it’s true. Now look at the rest of my tweet. I’ve hit the show more real quick because I’ll show you. I think this is totally a part of directive success. I’ve never worked full- time anywhere. I’ve never worked for an agency. I don’t know what you’re supposed to do. So we run on trimesters. Well, we’re not publicly traded. Who says I have to run on quarters like everyone else? What is it? A one month of planning, one month to do the work, another month to report on the work and you do it all again before you actually got anything done. That’s how all these companies run. You can’t do anything substantial in three months. Maybe when you’re tiny, when you’re a little company, you could do quick things. When you’re a big company, it takes time. It’s slow, it’s painful, it’s political, it’s cross departmental. There’s lots of people involved. They all want different things. It takes lots of meetings. People act like meetings are the devil. They are, but they’re needed. You can’t just not meet with people. You can’t just magically snap your finger and things happen. So I was just looking at it. It’s like you trimester’s not quarters. We run our forecast on the future, not the past. I can’t tell you how many times I’ve gone to war with the finance department when they give me the forecast and we’re not going to make any money the next year. I’m like, why not? And they’re like, well, that’s what we did last year. I’m like, I hated last year. They’re like, but that’s what we did. And I’m like, well, let’s build it from the bottom up. Let’s set it based off goals. So now we have two forecasts, one from the past, one for the future. And we’ll usually end up somewhere in the middle. You know what I mean? We use gift cards to drive meetings. Have you ever met a client that actually likes gift cards ever?

Brady: No.

Garrett: They all hate it, but it works.

Brady: Yeah, the math is there.

Garrett: The math is there, the experience is there. We pay Tanner and I our top line revenue, not EBITDA. Nobody does that. They all pay each other on EBITDA. You know why their companies don’t grow? Because they have to choose between paying themselves or growing the company. You know what humans do every time? Pay themselves. And so it’s like these little things that no one ever thinks about. If you don’t know any better and you just look at things from your own lens and you say, what would I do if I could do anything? That’s when the great ideas happen. And I’m not saying those are great ideas but that’s where the innovation and the things happen is when you just look at things from the lens of I could do anything what would I do?

Brady: It was interesting him using the camera as an example. I feel like we’re in an interesting state where it’s almost reversed with all the tech, the possibilities now.

Garrett: The internet’s our camera, if that makes sense.

Brady: Now I feel like the pressure is to find use cases that haven’t been thought about. The technology’s there, there are no limitations.

Garrett: Like AI, we’re going to talk about that later in the show but that’s a great launching point to creativity is how can I use AI to change my life and what are the tasks I can do? How could I leverage it? You know what I mean?

Brady: Yeah.

Garrett: That’s just crazy.

Brady: But yeah, I thought it was a cool mindset.

Garrett: I wanted to just show that to us as we kind of were getting started today. Now when we dive into advertising jealousy now, Brady, who do you got? What do you got for us?

Brady: I got the Smackin’ Sunflower Seeds guys.

Garrett: I know you were showing me this offline and I was so impressed with their hustle.

Brady: This is similar because we talk about influencer campaigns, but this one, it’s the company itself. They’re not a sunflower seed company that’s sending their product. Well, it’s kind of-

Garrett: 7 million likes. Can I see their website real quick while you’re talking about them?

Brady: The website’s pretty cool.

Garrett: Can I see Smackin’ Sunflower Scarlet?

Brady: But these are the guys themselves. So it’s very similar to the TikTok leggings example. Those guys made the leggings and then they made the viral videos and that was their success. But these guys are a bit different to where they’re the stars on the videos, they’re making the products and they’re using social media for awareness.

Garrett: In a non- viral way. But does it just say Aiden Parker Jeff? I love that. I feel like they could swap that out with the pro quotes.

Brady: So if you swap down I think they have some pro quotes. Yeah, there they are.

Garrett: There it is. See, that’s sick. I like the font, I like everything. I feel like it does look a little like their brand could be elevated slightly.

Brady: Yeah, there’s some details. If you go to shop now, there’s some confusion. Scroll down the OG.

Garrett: Well you can’t tell if you’re buying cases or…

Brady: Yeah, the Cracked Pepper 39 bucks. There’s two different bag styles.

Garrett: And are you getting, is it$ 39 for a bag of sunflower seeds?

Brady: So if you click in, then you learn you get a case of 12. Case of 12 large reusable bags.

Garrett: See that little stuff, the boys could be a little better at I think.

Brady: Yeah. But that bag’s reusable, they show them tearing it up. So it’s like, am I getting 12 of these? 12 of the big ones?

Garrett: I love this though. Let’s think about it.

Brady: They have all the pieces.

Garrett: Let’s be honest. Is their brand the best? No, it’s not, not yet from a design standpoint. But from a community and audience development and promotion and distribution standpoint, they’re sold out.

Brady: Created in college. Two guys in college made the product. They started with just the sodium and seeds and then it tearing up your mouth. They wanted to create a seed that doesn’t do that. And then just in the recent year they kind of found a viral trend of going, I think to spring training and handing out their seeds to players and getting feedback. And now they’re at the point where the players know their seeds and have their favorite flavors.

Garrett: That’s dope.

Brady: All through their social media account. And I’m at the point where-

Garrett: Can we get a little clap for Cole and Brian? That’s a pretty good little story.

Brady: Little snap.

Garrett: Yeah, little snap. No, that’s awesome. Congrats to those two.

Brady: And I’ll probably buy them.

Garrett: I think you should.

Brady: I’m doing a road trip with my dad in two weekends.

Garrett: I do like some sunflower seeds too because I used to have them in my back pocket when I played baseball. I would just sit back there.

Brady: I love sunflower seeds.

Garrett: Center field or playing short. Just popping in some. I do too. Now I’m not going to lie to you guys, you guys Cole and Brian, I think you guys could elevate some of your design work. I’m going to be dishonest with you, but you have the promotion, you have the hustle and I bet you they’ve got the product. Because I don’t think that the pro players who’ve been chewing seeds their whole life are just going to like randomly be like, oh, I’m-

Brady: Bandwagon it.

Garrett: Yeah, I mean what’s in it for them? It doesn’t look like there’s anything in it for them other than the products. Look at those. Can I see those product photos? I want to see. See, I don’t mind any of it because it looks really like I’d say humble just like I started. What would you different doing the packaging? Is there any?

Brady: I kind of like it because it’s a seed brand.

Garrett: Yeah, it’s very approachable.

Brady: There’s not much pressure on a seed brand. And so it is different too. It’s different than your typical red and white packaging.

Garrett: I like the sandpaper tongue angle. Is that what we call it?

Brady: Yeah.

Garrett: I was curious about that. And then resealable, I’d really love to see the product in person because that resealable part, they could just do something better. I feel like there’s a better way to do the photos. The us vs them I actually really like. On the us vs them I think they should show the them though, show the brand. Maybe put the bag next to it of the them because I forgot who the brand is, but I think we all know who it is if we see it, I forget what they’re called.

Brady: Yeah, I can imagine everything about the brand name.

Garrett: Exactly. So I think that would bring it to life. Sunflower seed, I think I like the word seeds. Oh, there’s a couple. It’s Spits, this thing is the one I saw a lot of.

Brady: Yeah, Spits is popular.

Garrett: But if you’re that much better.

Brady: David, that’s the big one.

Garrett: Yeah, David, you have those. Yeah, those exact seeds. But they’re so sometimes to their point, they’re so plain and boring.

Brady: Well for them it’s like they dry out your mouth. Because when I have sunflower seeds, it’s on a road trip and I’ll do the whole bag and my cheeks are growing and I’m-

Garrett: Are you spitting in a bag or out the window?

Brady: In a red cup or something.

Garrett: In a red cup like a dip. I just think their product photos, maybe if they have some with the guys using them from the baseball players, if they could get a release, that’d be a cool angle they could take there too.

Brady: Yeah, but let’s watch some of their… Because I want to bring it up for their TikTok videos, their advertisements.

Garrett: Like that. I like that photo better. Yeah, I like that better from them.

Brady: So you can do, I mean one of them recently has, they post a lot. There’s a million right to the right of that one.

Speaker 5: But are you sure? Man, we got six unique ones. You like the garlic, cracked pepper got barbecue right there.

Brady: It’s such a good time too because the players are being very interactive with the fans during spring training, so they’re really capitalizing on that

Speaker 6: Right here.

Speaker 5: Let me know how they are.

Garrett: I’d also get barbecue. I love barbecue and I love garlic.

Speaker 5: What are we thinking?

Garrett: Garlic palms. They are taking all the best wing flavors.

Brady: So that guy already likes the garlic palm. So he said it’s a 10 out of 10 because he is had it. So now he’s just giving him new flavors to try.

Garrett: Dude. And they’re already, that’s so sick. And then how many views are they getting on all of these?

Brady: That one has a million, thirty thousand.

Garrett: I’m like a nothing video.

Brady: 110.

Garrett: I don’t mean as anything, but it’s not a viral video so much that it’s just a ball player using the products.

Brady: And they’re doing a lot. It’s the same thing every time essentially.

Garrett: How many do they do a day?

Speaker 6: You want some sunflower seeds?

Brady: This is a week ago.

Speaker 6: Yeah, we got sixteen flavors, cracked pepper, garlic Parmesan, barbecue.

Garrett: That’s such a good thing though because the players do always…

Speaker 6: Do you want to take one, pop it open? What are we thinking here? Dill Pickle, OG?

Speaker 7: Let’s go Barbecue. Big barbecue guy.

Speaker 6: Honest feedback here, lay it on me.

Speaker 7: Those are the best flavors inaudible.

Speaker 6: For real?

Speaker 7: Yeah.

Speaker 6: Oh bro, appreciate that. Thank you. Hey bro.

Speaker 7: Dude see? I mean…

Brady: Can you show the patches there? Every time they say a flavor, they show the package of that flavor.

Garrett: Oh, and they’re interacting with their comments. So they hit up the Phillies. So then they’re going to the Phillies with the comment. So they’re interacting with their audience. That’s such good marketing, I’m so impressed by them.

Brady: It’s cool if you go deep. They obviously didn’t start this way right? They talk about the-

Garrett: They do it like me.

Brady: Sandpaper tongue and they talk about the product.

Garrett: This is so much better than mine. Yeah, if you guys ever need investment, hit me up. I’d be all about it.

Brady: So down here this is just them starting this thing.

Garrett: Yeah, this is more how I do it.

Speaker 5: This is how we’re going to get our sunflower seeds into an MLB dugout.

Speaker 6: Each day we DM a different MLB player and ask them if they want to try our sunflower seeds.

Garrett: So they’re seating it.

Speaker 6: As you can see, we haven’t had much success. So we’ll go to the new guy today, Billy Hamilton. Hey Billy, you like sunflower seeds. Would love to hook you and the boys up with some. Send it.

Speaker 5: Come back tomorrow to see if someone responds. See you in the big leagues.

Garrett: Did they respond? Let’s go see day four. I like when they do the come along with me and my hustle.

Brady: Yeah.

Garrett: Can you click on it, I want to see if they respond. Day four, yeah.

Speaker 5: I’m on a mission to get our sunflower seeds in an MLB dugout.

Garrett: I love this hustle.

Speaker 6: So every day we DM a different MLB player and ask them if they want to try our sunflower seeds. Clearly we haven’t had any luck, but we’re still early on. So today we’ll go after Josh Hater. So be like, Hey Josh, you a fan of sunflower seeds? We would love to send some your way.

Garrett: Since 2020, look at that.

Speaker 5: Check back in tomorrow and see you in the big leagues.

Garrett: What I love about that is I think a lot of us, they kind of gave up for a little while. And I don’t mean it in a bad way. See how they sent them in 2020, they didn’t follow up for two years. What’s so cool about it is I know that feeling of when you’re like hustling but it’s not going anywhere and you kind of ditch a strategy. I think timing’s so important. I think if they do this same thing during the season, it’s not as successful. I think spring training is the perfect.

Brady: Yeah, it’s the sweet spot.

Garrett: Time because the players need to interact with the fans, the MLB the game’s dying. They’re struggling with a lot of those things. And at the spring training, they’re all relaxed. They do a couple of bats, they go play 18 holes of golf and it’s much more time for the players. It’s great, just it’s brilliant by them. So impressed. I love that they kept going with it too, because you could see they were DMing all these guys they weren’t getting any responses and they got their breakthrough. When did they get their breakthrough?

Brady: I mean these old videos still have a lot of views. Like that one’s at 1. 6 million. They’re with the younger players. They know they’re off market. So they’re sticking with baseball. Looks like they’ve got some different league stuff. Looks like those are on the far left. What’s that video? It looks like it’s not the MLB, it looks like it’s something else.

Speaker 8: inaudible

Brady: See, these are different guys. inaudible.

Garrett: Their videos are slower too. Back then you can see how they’d be inaudible.

Brady: Yeah, audio, they don’t have mics on.

Garrett: They got so much better

Speaker 8: inaudible.

Garrett: He doesn’t know English as well. I love it.

Speaker 8: Like it.

Speaker 5: You like it.

Speaker 8: Yeah, good flavor.

Speaker 5: Good flavor. What do you think of the seed? The seed itself? Is it big enough you think?

Speaker 8: Yeah. Yeah, it’s good. Meaty.

Speaker 5: If you had to rate it on a scale-

Garrett: I wonder how they got their seeds, would that make it different.

Brady: Well, there’s jumbo seeds. The main brands have jumbo seeds, so that might just be all their sourcing.

Garrett: Got it. And then they just do their own flavors on them.

Brady: So it’s such a cool product too. There’s probably the seed mafia out there that sells all these brand seeds. And so getting the product, they just get it shipped in bulk. They’ve formulated their own flavoring on it.

Garrett: They’re sitting there right there until one day.

Speaker 5: This is how our sunflower seed company got kicked out of our production facility and almost had to shut down forever. We’re starting to get some attention and growing on TikTok. So we picked up our largest inventory order and got to production. We took up over half the warehouse in manufacturing time until one day after a production run we got an email notifying us our lease was terminated. At that point we had about nine months of inventory built up so we had to put together a plan. It took longer than nine months of us selling out of our inventory and a lot of objections until we finally found the solution. We set up our own manufacturing facility in Utah. That’s up to the high speed quality, allowing us to ship out to any retail customer in the US and of course we fulfill all of your orders from smackin’sunflowerseeds. com daily. Kyle and Jeff take care of everything at the facility while we still run the business from our HQ and Minneapolis. But in case you cared…

Garrett: That’s cool. Smackin’ Sunflower Seeds company. I love it. It’s a cool story, Brady. I like it dude. That’s really, really good marketing, so that’s great of those guys. It’s cool that they’re doing it.

Brady: Yeah. So I’ll let you know what flavors I get. Might get the variety pack.

Garrett: I love it. I was dead serious though. If those guys are willing to chat, I would love to chat with them.

Brady: Yeah, no, it’s cool that they’re showing the business too. The manufacturing being shut down, talking about the trends they’re trying to create. DMing the players.

Garrett: It’s brilliant. Anybody who’s got a hustle will tell them, they’ve got a big hustle. Sometimes you got to show up in person. You know what I mean? Instagram DMs is one thing. Having the bags right there and be like you want to-

Brady: That’s the switch they did. They’re like, shoot, let’s just show up.

Garrett: Do you remember when I used to fly up to the San Francisco Bay Area when we were trying to break in into tech and I would literally-

Brady: You mean door knock?

Garrett: I would walk into the office of the biggest account in San Francisco and just wait for the director of demand gen, VP of demand generation and be like, here’s my case studies. I did a full proposal for you. Here I am.

Brady: Yeah, we have booklets.

Garrett: I had booklets, you remember that? And I would literally fly up to San Francisco and just be like. And I wouldn’t even get a hotel. I’d fly up for the day. I would just go up in the morning and I’d get home and fly home at night and just hustle it off. You know how well that worked. Eventually people are like, okay, well this-

Brady: He’s the only guy doing this.

Garrett: He must really believe in himself. Same with these guys, these guys must really believe in their sunflowers seeds if they are literally out here like slinging. I love that. Anytime I see that, I’m like, heck yeah. That’s so cool. It’s inspiring. That’s awesome. Well, I’ve got more of a opposite story for you. So before we do hit play, Scarlet, we always do advertising jealousy.

Brady: Yes.

Garrett: We could call this advertising malfeasance. Is that the right word? What’s malfeasance? I think that’s the right word. Mal F- E- A, I don’t know how to spell it. I don’t know, malfeasance. Wrongdoing, yes. Well, by a public official especially. Well, it’s pretty public and it felt like, okay, so it is bad advertising and I know it’s advertising jealousy, but I want to do the opposite because I was on Twitter and I read this thread from Wolf of Franchises. Actually you like the idea of the franchise sometimes.

Garrett: Franchises. Actually, you like the idea of the franchise sometimes, right?

Brady: Yeah.

Garrett: Looking at them? I always think it’s kind of interesting to be like, how much does Chick- fil- A cost or like…

Brady: Jersey Mike’s guys. I saw a cool YouTube about all these Jersey Mike’s owners.

Garrett: Yes, exactly. And so it’s this little thread, I know you guys can’t see it, but I’m a pull it up so I don’t get any facts wrong. Essentially, Quiznos as peaked in 2007 had 5, 000 stores and generated nearly 2 billion in revenue. Today they have less than 200 stores and can’t stop the bleeding.

Brady: Yeah. It was all about the meat sourcing or something when they flopped.

Garrett: Yeah, so they got sued essentially by the franchisees because they stopped being as much of a franchise business, and more of a supply business. So what they did in their contracts is they required their franchises to buy the food from them, and they bought a separate company that did that. But then they raised the rates above market prices to gouge profits out of the franchisees, which then literally made the franchisees, who were stuck in contract with them, unprofitable. So biggest scum on earth, essentially, in my opinion, to screw someone. These are, I don’t want to say wannabe entrepreneurs, but new entrepreneurs who are, it’s not usually the world’s greatest entrepreneurs are launching a franchise to start.

Brady: Yeah, but still they’re-

Garrett: They’re entrepreneurs.

Brady: Not complacent at a desk job. They’re looking to do their own thing.

Garrett: They’re trying to better their family, better their life. And a lot of times it might be their first time ever owning a business. And then Quiznos knowingly took advantage of them. That’s the sick part to me. Okay, now if you have 10 franchises, you’re going to know when you look at the contract what’s going on, you’re going to catch this stuff. If I’m opening it, let’s say about me, I’m an employee. I’m no smarter, better than those people. If I opened up my very first franchise, I wouldn’t know to ask if the produce prices are going to be fixed at like 30% above market. How would I know that? I’ve never done it before. It’s the biggest scum of business is to set someone up with something that screws them. It’s so wrong.

Brady: Yeah. That’s why you see all the high rent areas, they just shut down.

Garrett: Oh, yeah. They’re not anything around. So you have Quiznos with very, very subjective values, let’s say. Bad values.

Brady: Yeah. But their Honey Bacon Club was fire.

Garrett: And they innovated the toasted sub. They were the king of the toasted sub. And I got to admit, Quiznos was better than Subway. Still probably is. But, let me tell you something about their ads.

Brady: I’ve seen this ad.

Garrett: Their ads are so bad. It makes me almost want to quit my career. Change fields. You want to watch this ad, Brady?

Brady: Yeah, I know this ad.

Garrett: Oh, this is a special ad.

Video 1: (Singing). Quiznos’ new Santa Fe trio of subs with smokey chipotle sauce. Try chicken, roast beef, or smoked turkey. Quiznos. Mm… Toasty.

Garrett: We can play another one. We are not the Huns. I’m down to get a little inaudible.

Video 1: (Singing).

Brady: Oh, same one. Better quality. What are those?

Garrett: inaudible. Oh, God, it hurts my heart.

Video 1: (Singing). Right now, Quiznos’ world- famous Italian sub is only$ 2. 99. It’s very foreign language.

Garrett: Wait a minute, what are those prices?

Video 1: Quizno’s. Mm… Toasty.

Garrett: Okay. You can hit pause. I never want to watch that again.

Brady: So those dropped right when memes were starting to become a category.

Garrett: 13 years ago. Spongmonkeys. Oh my god, that hurts my heart. A little part of me died just now watching that. So I’m a fan of-

Brady: I liked it.

Garrett: Wait, you liked it?

Brady: Just the timing of it. I mean…

Garrett: What do you like, calling them cowards? I like that Brady, you’re in the tape game now. Brady, why did you like it?

Brady: So back when these dropped, it was, like I said, it was when memes were becoming a thing. And so just the obnoxious voice, the eyeball mouth overlay on a weird character. I mean, that was hot back then.

Garrett: Was it?

Brady: Just like the subs. No, it’s a ridiculous commercial, but I think it was launched back when ridiculous videos were just starting to surface at a very high rate. Just people would go on their computers and just make crazy stuff and put it out on the internet and people were watching it and sharing it.

Garrett: That’s like some eBaum’s World stuff. From like…

Brady: Yeah. I mean, this is back when Happy Tree Friends was going around.

Garrett: What’s that one?

Brady: We don’t have to look it up, but it was-

Garrett: Peter inaudible said no. It was a no like a, are we going to get shadow- banned again?

Brady: inaudible. Probably.

Garrett: Okay.

Brady: I mean, look it’s in tune with the duck video. You know the duck video?

Garrett: No.

Brady: “Got any grapes?” The Duck Song?

Garrett: No.

Speaker 9: inaudible.

Garrett: No.

Speaker 10: Even I know inaudible.

Brady: Oh, gosh.

Garrett: What’re you guys talking about?

Brady: So it’s just in line with the internet back then. So Happy Tree Friends was, it comes across as just a kid’s cartoon. And it just gets dark. And so it’s-

Garrett: Like South Park comes across as a kid’s cartoon?

Brady: Exactly. It’s like South Park. It’s like, what was the claymation wrestling show back in the day, Peter?

Garrett: Peter, come on, this is why we need you.

Peter: Celebrity Deathmatch.

Brady: Celebrity Deathmatch?

Peter: Yeah.

Brady: So very similar to that. Just like, it’s claymation cartoon and then it just gets gory. So that was just, I don’t know. I feel like they’re just trying to fit into this category of the internet back then.

Garrett: I understand.

Brady: And maybe teenagers saw it and were like, we got to go to Quiznos after that.

Garrett: Maybe.

Brady: But I think right now, run that commercial, it wouldn’t…

Garrett: It’s just so… I don’t even know. I mean, things that I like about it, if we’re going to take the Brady angle. Oh man, you’re putting me…

Garrett: (Singing). It’s like as bad as if I was singing.They

Garrett: had the price. They showed the product. The product did look pretty good. Now let’s take a different angle to maybe make our commentary more insightful. Can we look at Subway ads from 15 years ago? So old Subway commercials, can you search that on YouTube right there?

Brady: They had Jared on them, how do you not beat that?

Garrett: Well, I think beating is kind of the problem with that one.

Brady: Okay, let’s not get shadow- banned. There we go. There it is.

Garrett: 14 years ago. Subway$ 5 footlong. Let’s do that one. Can we click that one?

Video 2: (Singing).

Garrett: Oh, can you lower it? Make it not full width. I can’t. I think it’s…

Video 2: (Singing).

Garrett: There we go.

Video 2: (Singing).To say thanks for making Subway Footlongs famous-

Garrett: Is that one worse?

Video 2: Get any piled high regular footlong for just $5. $5 footlongs. Hurry, a celebration this great-

Garrett: I guess the Quizno one is memorable.

Video 2: Won’t last long. ( Singing).

Garrett: Try another one. Let’s try one more. I don’t want to do Jared. That’s seven years ago. That’s two. I want to do something like 12 plus years ago. There. Oh, there it is. initial Jared. All right, we can look at one of the firsts. So it’s.

Video 3: Here is Jared Fogle. You may have seen him on the news or a talk show.

Brady: Oh, I have seen him on the news.

Garrett: We saw Jared on the news.

Video 3: Sandwiches. Jared believes in an active lifestyle, including lots of walking. At the heart of Jared’s routine are Subway sandwiches. Hey, Jared. Hey, guys. At Subway, you can choose from seven sandwiches with six grams of fat or less. And they all taste great. Food for thought. Subway, it’s the way a sandwich should be. This program is brought to you by Subway, the way a sandwich should be.

Garrett: Huh. I just want to say advertising has come a long way.

Brady: Well, it’s just changing with the times.

Garrett: Let’s see current Quiznos. Let’s see a new Subway commercial. Let’s just type toward new right there. Do however you want, Scarlet. It’s your world.

Brady: I mean, Subway has the most locations out of any fast food restaurant in the US. Maybe globally.

Garrett: Let’s see what they do now. Let’s see how it’s in a post Jared world. Let’s go down a little bit. Maybe find a 30 second spot.

Brady: Oh, they got Steph.

Garrett: Oh, the Dangerwich was pretty bad. Did you ever see that one?

Brady: No.

Garrett: It was so bad it got pulled. Watch this. Watch the Dangerwich. This is at-

Video 4: inaudible.

Garrett: Oh, the next one. Sorry. Could we do the other one, Scarlet?

Brady: I think we went to college with the Subway worker in that commercial. Like she’s an actress.

Garrett: Wait, wait, which one?

Brady: I think in the Steph one.

Garrett: Wait, let’s go back to the Steph one then. Sorry, Scarlet.

Brady: If they have a worker.

Garrett: I know I’m jumping around. That’s on me.

Video 5: With Subway open, they changed the fast food game.

Brady: I don’t know if it’s this one, but there’s a worker in it.

Video 5: But sometimes you got to refresh-

Garrett: What’s her name?

Brady: I don’t know.

Video 5: To be fresh.

Brady: Lindsay knows.

Video 5: Welcome to the Eat Fresh Refresh.

Brady: Let’s see her.

Video 5: Where there’s so much new-

Brady: You might recognize her if she’s in here.

Video 5: Some say you can’t fit in one ad. I say, we’re talking a new All- American Club, deli style Oven Roasted Turkey. And… Oh, that’s a new Steak & Cheese.

Brady: Her.

Video 5: Oh yeah, I knew that. That’s the one with the new seasoning. And that was the new MVP Parmesan Vinaigrette. Right. Which makes a next level foot. Hold up, the Subway logo?

Garrett: I don’t know her.

Brady: I mean, I don’t know her either.

Video 5: Wait, I’m out of time.

Brady: But Lindsay does.

Garrett: Their ads do nothing for me. Let me watch the, I got to show you the Dangerwich, bro. The Dangerwich, okay, so Russell at this point got completely trolled on social media because he had more bathrooms in his house than touchdown passes. And that’s-

Brady: Good stat.

Garrett: It is.

Brady: That’s a good stat.

Garrett: It’s a good stat. Everybody’s kind of tracking that. Because you signed a massive contract too, so it was supposed to be this big deal. Can we click on that one? Subway’s ads are so bad. Can you go to the big man?

Video 6: Dangerous ways. Dangerwich. I call this one the fork and knife. I call this one-

Garrett: It’s a real ad, Brady.

Video 6: The blindfold.

Garrett: So bad it got pulled.

Video 6: Big bite. The drop it low. The left- handed. Dual wielding.

Brady: What?

Video 6: Here comes the airplane.

Garrett: Oh.

Video 6: And the most dangerous of all, the wrapper.

Brady: What?

Garrett: Yes.

Brady: It reminds me of, you know when you finish a Tony Hawk level and it recaps all the missions you completed with the?

Garrett: Yes, yes. I do remember that.

Brady: And I think they tried to replicate that.

Garrett: On the N64?

Brady: Yeah.

Garrett: Maybe. I did like Tony Hawk on N64.

Brady: I mean, that format for recapping a level is completely different than… That was terrible. See? Quiznos is looking good.

Garrett: I hate to say it. Quiznos. Those terrible, terrible ads we watched in the beginning.

Brady: The spongmonkeys?.

Garrett: The spongmonkeys may be better than all the-

Brady: I haven’t seen anything better than the spongmonkeys so far.

Garrett: Can we go, just one last spongmonkey for closure? Just so that our audience-

Brady: Or do we want to watch a new Quiznos commercial?

Garrett: Yeah, you’re right.

Brady: Something new, to see what you’re doing.

Garrett: You’re right. Thank you, Brady. I got sidetracked by just how bad that was.

Brady: Yeah. We don’t need this. As much as we’re promoting the spongmonkeys…

Garrett: I need to-

Brady: Are they still rolling with the spongmonkeys?

Garrett: Wait, no, they’re going to rise and fall. Can we get something like recent inaudible?

Brady: See, no, this is the issue with the YouTube algorithm.

Garrett: Is it?

Brady: Yeah.

Peter: inaudible 2022 instead of new.

Brady: It just prioritizes way too much what you’ve been watching to where the search engine’s just broken.

Garrett: Oh, I like Firehouse Subs, but that’s different. Oh, wait, I think you had one right there. Scroll up. Up. No, up, up.

Brady: Above the shorts.

Garrett: Right there. Eight months ago. Yeah, there we go. Oh, 2006.

Brady: Yeah, they might not be running.

Garrett: I think they might be bankrupt. We can only see this one.

Video 7: Quiznos’ new oven toasted Smokehouse Beef Brisket sub.

Garrett: Same time as Jared.

Video 7: A double portion of premium beef, slow roasted, mesquite smoke, topped with real cheddar-

Garrett: Doesn’t look good.

Video 7: Smokey sauce. The new Smokehouse Beef Brisket sub. Now only from Quiznos. Eat up.

Garrett: Don’t make me say it, Brady.

Brady: I don’t know what you’re going to say.

Garrett: Was the spongmonkeys the best?

Brady: Oh, yeah.

Garrett: Was the best sandwich commercial we’ve seen just now the spongmonkeys?

Brady: Well, now I’m trying to think just-

Garrett: It was, I have to admit.

Brady: In general, like Firehouse Subs is just general.

Garrett: Let’s see that one. Let’s see the Firehouse. Maybe Firehouse gets us something like, now I’m just curious. Who’s got the best ads in the sandwich?

Video 8: At Firehouse Subs, a portion of every purchase helps provide life- saving equipment to first responders. Every sub makes a difference.

Garrett: Miracle of first responders.

Video 8: Like our Firehouse Meatball or Hardy Italian sub. Your choice for just$ 6. 99 each. Firehouse Subs, enjoy more subs, save more lives.

Garrett: For being honest, the spongmonkeys are still the best.

Brady: Yeah. We can donate to the firehouse if we want.

Garrett: I know. I know.

Brady: Spongmonkeys.

Garrett: None of the other ones would ever make the segment advertising jealousy for good or bad reasons.

Brady: Yeah.

Garrett: Spongmonkeys was memorable. And you’re right, it was a different era of the internet.

Brady: 13 years ago is when everyone was just like-

Garrett: Wow.

Brady: I mean, they still are, but I feel like that’s when there was just a flood of wild stuff being created. Just put on the internet. I don’t even know what the popular, was Reddit around 13 years ago?

Peter: Yeah, it was around.

Garrett: Probably-

Brady: What was like the other…?

Garrett: Tumblr?

Peter: The one before that was-

Garrett: MySpace.

Brady: 4chan?

Peter: 4chan. Which was really…

Garrett: Went off the deep end.

Brady: That one.

Peter: Yeah.

Garrett: But I think it was like MySpace.

Brady: When inaudible like Tumblr stuff?

Garrett: Yeah, it was like kind of like that. Yeah. I think it was a lot of right wing extremist type groups were on there, type stuff as well. But I hate to say it, it hurts my heart, but spongmonkeys might be the best sandwich commercial’s ever made. I’m never not going to laugh. Are you cutting as we come out of a break?

Brady: I’m not going to stop.

Garrett: You shouldn’t.

Brady: Till I lose my, what is it? Middle finger and thumb.

Garrett: Are you a double? You’re a double snapper? You use both fingers? Is that what you-

Brady: No, it’s just middle finger. Isn’t that how everyone snaps? How do you…

Garrett: Yeah, I do. Yeah, I do that too. Yeah. All right. Well, ChatGPT. OpenAI.

Brady: GPT- 4. The new new.

Garrett: We only had three. I never even had enough time to learn three and four came out.

Brady: I think they skipped two and three. I don’t know. It just went straight to four.

Garrett: No, they had three.

Brady: Oh, really?

Garrett: Yeah, that was what we had recently.

Brady: Okay.

Garrett: I wasn’t-

Brady: I just always thought it was ChatGPT.

Garrett: No, no. They had ChatGPT- 3 and then they had four. I wasn’t there for one or two. I’m not going to lie to you. Didn’t really care or really know about it. Did you see Elon donated a hundred million dollars to them?

Brady: No.

Garrett: Because they were a non- profit, but now they’re a for- profit and now he’s wondering if that gives them equity or anything. That’s a very interesting little thing. Harvard MBA, it’s like on Substack, I haven’t read it, but they have the whole thing on their org chart. And essentially OpenAI was a non- profit with the biggest names in tech on the board. And then they became a for- profit overnight with a little cheeky little org structure. So they went from being this research product to this billion- dollar company like that. And I think they wiped, if they did it, they could have wiped out their cap table. Because all these people that thought they were donating to a non- profit, they used all the money raising a seed round for hundreds of millions of dollars in donations that the VCs and the billionaires were using as tax write- offs I’d imagine, but then switched it over.

Brady: I feel like when they switch all that capital prior to switching, can’t be just pocketed by the owners or anything like that.

Garrett: I don’t know. Because they have all these things. Because I own, let’s say mortgage capital, which I’m doing to do MN with, is directive is now a subsidiary of mortgage, but as the same ownership cap table as directive. But I didn’t start directive as a non- profit. I started as a for- profit. So I did what’s called a F Reorg, which is a little too complicated for the audience and for myself, but that’s what I did. That’s what private equity does when they buy you for tax purposes and things like that. But I’d have never heard of non- profit going for- profit at that scale and then having multi- billion dollar valuation overnight.

Brady: Yeah. Well, I’m sure donations usually don’t they sign off what it’s used for? Even if it is a non- profit, like they still inaudible-

Garrett: Sometimes you just write a check, baby.

Brady: inaudible within non- profits.

Garrett: Oh, yeah. Yeah. No, no, no. I meant for the people who donated though. I think sometimes you just write a check to the non- profit.

Brady: I think at certain sizes that it’s pretty deep in discussion in terms of what it’s used for.

Garrett: Yeah, you could probably have some types of terms around what the capital can be allocated towards.

Brady: Like hospitals usually they sign off on certain programs or…

Garrett: They will or will not support, or that that’s specifically for…

Brady: This is for breast cancer specifically and…

Garrett: That’s true. I’ll donate to the men’s program at inaudible Pacific where I played soccer, but I’ll be clear that it’s not for the entire athletics department. It’s for the men’s soccer program.

Brady: And beyond that, it could be for equipment or new turf.

Garrett: Now with ChatGPT and what’s going on with it to so many use cases, how do you see ChatGPT changing the marketing world?

Brady: I mean, I think one of the most common use cases is not using it as a replacement from zero to a hundred, but the zero to one writer’s block, idea block. I see it really progressing through that within seconds. Because I’ve tested a lot. I’ve done it for business models. Will it write a 10 step business model? It’s done it. I’ve done it for outbound emails.

Garrett: Really?

Brady: I haven’t messed with the version four with imagery yet, but I’ve seen the inaudible.

Garrett: Had them on three with some different UI interfaces where, it’s been crazy. Some of the AI generated-

Brady: Yeah. Sketching websites on paper, sending it and then it writing HTML code for the site. I think one advertises you take a photo of your fridge and then you submit it and it’ll give you all these recipes based on the image labeling and recognition of what’s in your fridge. It’ll just start knocking out recipes you could make of what you have.

Garrett: Dude, that’s a pretty dope use case.

Brady: Which I think, maybe Samsung smart fridges had that? I don’t know.

Garrett: Yeah. I don’t know.

Brady: But-

Garrett: The smart fridge thing always kind of, I was like a never smart fridge guy. Sometimes I feel like the smart tech goes past the point of function.

Brady: A bit unnecessary.

Garrett: Yeah, yeah, yeah, exactly. But-

Brady: I was just going to say, that’s kind of what I was speaking towards earlier with that camera example in terms of, I don’t know the camera, therefore I just imagined anything. I feel like now we’re at the place where the script has changed and it’s like, we know we can essentially do anything.

Garrett: Correct.

Brady: The struggle is coming up with the net new idea.

Garrett: Yeah. What is the thing-

Brady: Within it.

Garrett: That we do with the fact that we can do anything?

Brady: Yeah.

Garrett: Well, let’s look at what Microsoft is doing. So I had a video I sent to Scarlet, they just launched 365 Copilot. So essentially it’s ChatGPT for Word, Excel, PowerPoint, Outlook, Teams. Et cetera. So let’s go see what they’re doing. I haven’t even watched the video yet. We’re going to see it live together. Oh, snap. Oh, shoot. I guess we don’t need Brady, Scarlet and Peter. Well, as a Google business, that’s a little crappy to watch because I don’t know if I could do any of that cool stuff in Google Admin right now. Google Workspace, whatever it’s called.

Brady: That was a cool video, too.

Garrett: Very good video.

Brady: I thought it was well done.

Garrett: Exceptionally well done. Their demo slapped. It got well, well received. That’s still from March 16th. Okay, so the comment of you don’t need the three is funny because I think that’s the exact opposite angle you should take. I think the angle-

Brady: Yeah, I agree.

Garrett: Ready to… You align with that one? Well, here’s my take on it. I don’t know how much productivity it’s actually going to create because it can’t externally reference anything outside of its own data source.

Garrett: Can’t externally reference anything outside of its own data source as a product. So a lot of people don’t realize that.

Brady: Yeah.

Garrett: So it doesn’t have access to any other database.

Brady: But this looks like it would feed it the whole prep me for my next meeting. It would have to.

Garrett: It’s your data. Correct is it’s.

Brady: Your data.

Garrett: That’s living in your data, which is cool and I love that. Do you think human, are current humans, net new humans are different. So people who are not currently technology users due to their age, young people, like eight year olds, I think they’re going to become very productive and powerful with this. I’ve found older people have a hard time ideating, to your point, how and when to use AI.

Brady: Yeah,

Garrett: I don’t think it’s a technology issue so much as an awareness issue of like, oh, I could have asked AI to do that for me. And even if AI does it for you, how much productivity do you think we get? Like do you think, okay, so the age old thing, when you run a business and you work with a strategist, let’s say for example in our business right and I give them a specialist, what do people say about having lower, lower, lower experienced, less experienced people doing work for them? What do most people say

Brady: They don’t want it.

Garrett: Why?

Brady: Because I mean they just think they’ll make mistakes.

Garrett: And what do they think about the time it takes? What do people say when they like have someone doing their Google ads for them? Like what do you think about people doing your Google ads for you Brady?

Brady: Yeah, I would just be worried it’d be done wrong

Garrett: And you’re going to spend more time fixing it.

Brady: Yeah. The time to maintain it and hold people accountable

Garrett: Is more than just

Brady: Doing it yourself is more than doing it. Yeah.

Garrett: Do you think that’s going to happen with AI in the sense that we don’t get all. The productivity gains, I’m just you know for a moment? Let’s just pretend. It’s not as groundbreaking.

Brady: Yeah.

Garrett: Of a productivity tool in there or not. Now I love this video, I love these outcomes,

Brady: Yeah, but the video I think to your point is more a daydream than reality.

Garrett: Well correct. Most of those people spend 99% of their time not building the reports and everything else. They spend the time still sitting in the meeting or they still spend them time interacting with others.

Brady: Yeah,

Garrett: Or communicating we don’t spend that much time producing work. Now if you are a specialist type labor right where you’re in the execution side of your career, right so you’re a 23, 25 year old analyst and you’re spending all day, do you think we’re going to know, I guess AI could get to the point where it is smarter than us and it can do the report and everything better than this. I’ve tried to use chat G B T for a couple different things and I didn’t always love its outputs,

Garrett: Like it’s insights, like it’s ability to articulate information with value. Now, I might not be the best at writing prompts, so I think like I should take a course in AI prompt writing if I really want to harness it and better understand it. But I think I get nervous about this concept that every all the labor is going to be replaced by AI. I think it’ll go to the labor will be trained on how to leverage AI and you’ll need less labor. I think you could have that, but there’s still this humanity to AI that I don’t know how close we are to accomplishing that’s lacking context, intellect, nuance, industry relativity or relevancy. What do you think about those things?

Brady: Yeah, I think that was my point. Like I don’t see it covering zero to a hundred. I see it closing the gap from zero to 10, maybe between 10 and 30. That’s how I’ve been using it.

Garrett: Yeah.

Brady: I’ve found a use case where it like

Garrett: Ideation, launch point and sometimes execution. But you wouldn’t just let AI write your report that you send to the executive team or your boss? No, that would be crazy.

Brady: But I would maybe have a generated report and then I would manually adjust the report

Brady: So I look good.

Garrett: So it’s still 13 to, I want to say it’s 50% savings in productivity, maybe 25% increase in productivity.

Brady: Yeah, But even in that video, the use case that came to mind to me is like prepping for a meeting.

Garrett: Yeah I like that one.

Brady: So historically, like just within the sales process, I wouldn’t be on the first call, but I’d be on the second call.

Garrett: Correct.

Brady: And so when that was happening, I would go into Gong and I would listen to the call.

Garrett: Yes.

Brady: At 2x speed. So it took 15 minutes and I found I actually like doing that better than reading manual notes

Garrett: Because you still got the context, you got the pauses, you got the moments, you got the hesitations.

Brady: Yeah.

Garrett: From the prospect,

Brady: And I got the tone. So I don’t know if AI could say, Hey, she seemed concerned when she said this because that’s what I was looking for. That’s why I didn’t just face

Garrett: Think AI could do it,

Brady: Go off the notes,

Garrett: But that would be a whole product of that gong would’ve to roll out, which would be sales intelligence notes.

Brady: Yeah,

Brady: That would have. Which I mean they’re pretty dang close to it, which I guess that’s my other point.

Garrett: It’s qualitative. I know. It feels like we already have a lot of this too,

Brady: Is yeah, we already have a lot of this stuff and we have a hard time using it as is. So I think to your point, even though it has all this functionality, how much is it going to be?

Garrett: And it has existed,

Brady: Leveraged to its fullest.

Garrett: To your point, I did this, I think it was Scarlet last week. We were working on something and I was like, did you know about this? And I showed her that in the bottom right corner of Google Sheets you can hit explore. Do you remember that? And she was like, oh, this is dope. And I was like, yeah, literally nobody really knows about this, but you can hit explore on the bottom right and it’ll do the graphs, the tables and all this stuff for you. So Google has a competing product to this notion has this too. Now, have you seen this?

Brady: No.

Garrett: So it like Notion AI and search Twitter,

Brady: Social?

Speaker 11: (music) Oh no, oh no. Okay, let’s do this. One down two to go gaining momentum here. Let’s try confident. Much better. And that’s a wrap. ( music)

Garrett: So like it has stuff, but like it’s very much at the execution specialist labor type of productivity.

Brady: Yeah its,

Garrett: I don’t know if it’s at the decision making level of productivity yet.

Brady: Yeah, it’s a very similar use case. Virtual like assistance.

Garrett: Yes, very similar

Brady: There’s a lot of VA apps where it’s like there’s a pool of VAs working and you just message them like, Hey, can you get this done? Can you write this up? Yeah. It’s essentially replacing them.

Garrett: Yeah, they’re doing cool stuff. Can I do the Canva one? Go there. Like that one’s cool. The Canva AI for a free AI image generator.

Brady: Yeah. I’ve messed with that.

Garrett: I haven’t seen this before. So let’s generate AI images. A panda is surfing a wave. See, that’s kind of dope. So I guess if I like was doing a PowerPoint, I hate to like trying to find the right photo,

Brady: Going to images and just trying to find the best fit.

Garrett: So that has some stuff to your point. Now let’s, let’s really tailor this to marketing. I could see it being helpful with reports. So they used to have this thing called, I forget what it’s called. They’ve been doing this for a while. AI in like marketing. It was, they would take all your Google Analytics data. Like Google Analytics has this too in Google, and it’ll have thing you can ask, like what month of the year is best for conversions of eBooks? Have you seen that?

Brady: Is it like insights or

Garrett: Yeah, it’s in insights in Google Analytics or Google Ads. So you could ask those questions and it’ll come back to you. So they’ve had that for a while. So I think that’s cool. But I don’t think that’s using Chat G P T, that’s the thing. No, and I think theirs is better than Google’s right now.

Brady: I mean, you go into a B2B SaaS account and go to Insights and they’ll say You need invest more in yoga.

Garrett: Yes. That’s it the problem.

Brady: Not, it’s good for a super high volume consumer maybe, but

Garrett: Yeah, that’s what I’m saying its like it, and now maybe it’s just because our exposure has just been primarily to Google’s AI instead of chat E B T, which is now, and Microsoft is a big investor in, so it’s more in Microsoft and Bing products

Brady: Yeah,

Garrett: Because, I do feel like we’re having like everyone but us is getting more exposure to chat G B T because we’re stuck with Google right now. Like I wonder if Power bi, which is owned by Microsoft or Tableau, I would be really intrigued to see. I like the Excel version of, it’s like for Sean Dooley, our VP of finance, seeing what he could do with that video we saw earlier or imagine. So imagine our LTV C modeling. So all the LTV CAC modeling we do. Yeah. If you could overlay that with Chad G B T, that would be pretty sweet.

Brady: Ask for insights from it. And

Garrett: Which lifecycle stages right now are having the lowest impact on LTV Cac? Or what should we improve or what channels should we spend more on? That would be pretty cool if they could tell us that data, but I don’t know if it can do it from the table or if it has to do it from the raw file. Do you see what I’m saying?

Brady: Yeah.

Garrett: So I feel like we have all these like potential premises, but it hasn’t really been defined exactly like briefs. It could help with content briefs for dang sure. What are the most manual things we do in marketing right now? Keyword research.

Brady: Yeah, keyword research.

Garrett: Audience research,

Brady: Which I’ve seen the team use chat, G P T to do that.

Garrett: Content briefs. Display ads. Imagine if, oh dude, if it could resize.

Brady: I mean that’s Canva

Garrett: Can Canva auto resize all your images? Yeah, already.

Brady: Yeah.

Garrett: That’s pretty nice. Can it can it

Brady: I add copies? Good. I’ve done it in ad copies.

Garrett: Can it turn display ads in the gift ads and add motion? Because that would be pretty dope. Do you know what I’m talking about?

Brady: Yeah.

Garrett: If you do motion based ads, could it do auto? So here’s all the things I’m thinking about. Auto cuts. So you do a one minute video ad and then it can cut it up into 15th different second segments with AI. So it give you your like on, let’s say for content creators, influencers, it could do its own clips. So clip this video into 12 different clips that’ll go viral on TikTok, boom, like that kind of stuff. But then doesn’t, not it doing AI if everyone else is doing AI make you stand out more than doing AI.

Brady: Yeah, I mean that’s the whole debate within like content writing only using AI. Yeah, it’s just all going to come across as AI

Garrett: Until we have so much AI that we don’t know the difference because of its proliferation. It’s like what happens today? There’s so much SEO and review sites that people don’t even realize that none of the review sites now are fair, accurate, or transparent. They’re all affiliates or charging on the CPM or charging sponsorships for the ads. So it’s like as an SEO by trade, when I started trying to get content out of the internet, internet is hell. It is because I know 10 best lawnmowers is not the 10 best lawnmowers

Brady: I am doing. Product research is terrible.

Garrett: It’s terrible because all of that, and it’ll only get worse with AI because think about it. Once the database learns the 10 best, how do you know the actual 10 best by asking AI because you don’t know what they reference. That’s my issue with AI is that it doesn’t have an external reference. AI is non ref referable. Does that make sense?

Brady: Yeah. But it has the capabilities to like have a more balanced,

Garrett: I don’t know if it can include citations though. So I think about what you learn as a researcher or as a writer or anytime you do something or even a corporate.

Brady: Yeah,

Garrett: You say 33% of Americans will be using smartphones by 2001 or whatever that is. And then you have to cite something. You have to cite a scientific study or something that supports that.

Brady: Yeah, but what is that a part of the G PT four update?

Garrett: No, I don’t think so. So go to help dot four and then external references. Watch this. I want you to see this says, so go to help dot OpenAI or something. com. Yeah. So general top FAQs. Look, read that or references. Can you search references or citations? References, maybe it cannot verify facts. Provide reference to reform calculations or translations. Do you get what I’m saying? That’s crazy. It’s like search that. Why doesn’t Chad g bpg, you know about X? Let’s click that or do, click that. Sorry. Cuts off in 2021. So that’s why I thinks it’s 2021. If you ask Chad g BBC what year it is, it says 2021.

Brady: Oh, interesting.

Garrett: It’s current completely unaware of current events, trends, or anything that happened after its training. Verifying facts. GP chat. G P T has no external capabilities and cannot complete lookup. This means that it cannot access the internet, search engines, databases, or any other sources of information outside of its own model. It cannot verify facts, provide references, or perform calculations or translations. It can only generate responses based on its own internal knowledge and logic. So imagine if a bunch of nerds from a top university got in and said, we want the world to think like this.

Brady: Yeah,

Garrett: That’s what, that’s what’s so crazy. It’s actually knowledge control, not knowledge empowerment.

Brady: Can we look up the differences between G P T four? I just think there was something.

Garrett: Yeah, yeah. But you get what I’m saying here. Yeah. That’s such a crazy concept. You can control what everyone thinks because you’re getting an answer that only exists from in the model from which you designed as the engineer. And then you can control what the model is allowed to learn. So you can theoretically control the education of everyone who uses it to support your indoctrination.

Brady: Yeah, I mean, which for them it’s like, I don’t know exactly the process for feeding it the information.

Garrett: Think about even religions

Brady: But just the gap between 2021 and now.

Garrett: Correct and even religions. Imagine that’s the only thing you could learn was from the Koran, but it couldn’t look at other religions.

Brady: Yeah, it would just conclude off of that.

Garrett: Correct.

Brady: Yeah.

Garrett: You would never get a more opened mindset. You would only know the Koran or only know Hindu or Buddhism or Christianity or Catholicism, whatever that belief system is. If you fully enclose the belief system and you can’t let anything new into it, how do we really develop our knowledge? It’s kind of a crazy concept. Do you know what I’m saying?

Brady: Yeah. Which I think the evolution of the models might be to continuously feed it.

Garrett: Yeah. But how does it get fed? What is the external source? If it’s only internal, nothing new can enter it without them allowing it.

Brady: Yeah.

Garrett: Unless it can self- learn, I guess, based off the questions that the users use. But I don’t think it goes off the user. I think it goes off its own training models. It’s a little interesting though.

Brady: Yeah,

Garrett: Right? Wasn’t that a little mind break to,

Brady: I don’t think there’s anything better, right? I mean

Garrett: Google, that’s what I think the problem is. I think everybody thinks chat G B T is better than Google. I don’t know if that’s true.

Brady: Yeah. But Google is just a bunch of links of what people,

Garrett: No it’s not. Watch this. I want, I want to show you all something about Google. Go to Google real quick for me.

Brady: I mean they referenced the background of the author.

Garrett: No, I want to show you more than that.

Brady: In their rankings.

Garrett: I want to show you a little bit more than that. Cause people don’t realize everything Google does. So search Scarlet, what year was Justin Bieber born now in that same search bar right there. Okay. Delete that search. How tall is he? Hit it Andrew. Oh. It didn’t do it.

Brady: I mean it’s something chat G B T would

Garrett: Do go down. I know. Oh see, they used to do this for me. I wonder. I just got just Google, I had your back

Brady: Well the classic example for Google is like if you look up.

Speaker 12: Start to.

Brady: Java,

Speaker 12: How tall that was the first recommendation before you typed in, he

Speaker 13: Just type in how tall and see it is the first recommendation there

Garrett: Yeah, but it used to do it contextually. Yeah. So the searches would be additive. So I could search name and then pronoun and it would reference.

Brady: Yeah, I mean I think the classic example is Java. If you’re like a hipster, it shows coffee. If you’re a developer, it shows.

Garrett: Ah

Brady: Java script.

Garrett: what does it think you are Scarlet’s. See

Brady: Just type in Java.

Garrett: I haven’t seen this example. Hit enter. You’re a nerd! Ha Ha Ha Ha!

Brady: Yeah I don’t know if it still functions that way. That was a while ago.

Garrett: I know I had my thing and I got dunked on by Google. Google. I had your back. Could you? But what Do you guys think? You think chat GBT is actually that powerful if it can’t reference other things?

Brady: Well, can we just go to open AI’s homepage? Because I need to see what the new updates are.

Garrett: Oh, they’re getting more corporate too. We should get this account. That would be a sick account.

Brady: That would be cool. I think it’s at the bottom.

Garrett: Yeah. Chat G B T. You’re Way better than Google. Feel free to Hire us anytime, Sam

Speaker 13: oh my gosh.

Brady: Maybe just G P T four under products at the bottom. Yeah. Safer. And they have to have some table with like

Garrett: You want to go down a little? Yeah,

Brady: Yeah. Let’s just keep looking.

Garrett: They can generate, edit and iterate with users on creative and technical writing tests. Okay. So it’s still writing based chat. G B T. Okay.

Brady: That’s the whole bar exam.

Garrett: Oh, what do they doing it?

Brady: They just could take pass 90% pass. Well

Garrett: Geez, so

Brady: It’s G B T.

Garrett: So it’s smart, it’s capable, but is it reference able?

Brady: Yeah, that’s why I was just, I didn’t know.

Garrett: Yeah, no,

Brady: That was within

Garrett: No its still no help updates. That was in their new help brother.

Brady: But that was chat. G P T is what they were talking about. They weren’t talking about,

Garrett: I see

Brady: c4 is train on Microsoft as your AI.

Garrett: It’s such a social Or if you go up, go up, watch this. GBT four still has many limitations that we’re working under us, such as social biases, hallucinations, I don’t know what that is. And adversarial prompts. We encourage and facilitate your transparency. User educational, wider AI literacy. As society adopts these models, we also aim to expand avenues of input people have in shaping our models. I mean, I think it’s amazing. Let’s not get it confused. I just think, and they already got Microsoft’s partnership right there on the, this is rough for Google.

Brady: Yeah.

Garrett: This is very, very, very disruptive for them. And I think it is going to be disruptive for marketing. I just don’t know how creative it is yet. And how, when I say creative in the sense that it’s ability to create a net new idea versus reference an idea in its model. And I think those are two. If you think about what it’s like to be a professional advertiser. When we got the trip actions account, I wanted to come up with this campaign. We actually ran it. I didn’t know this. I got your side when I saw of like a campaign to talk to figure out how tall your coworkers are. Because when you’re on Zoom, I don’t know if people have done this yet, but if you’ve worked remote with someone only and you meet them in person, you’re always shocked by their height. Small, not small, normal. Very tall.

Brady: Yeah.

Garrett: It’s always very shocking to meet someone for the first time when you’ve only known them on a Zoom screen. So it was a fun campaign we came up with. I don’t know if G P T four could come up with a campaign like that.

Brady: Yeah, that’s where you might like ask it what’s trending right now on TikTok. And then base on that answer.

Garrett: It can’t reference TikTok though. It doesn’t have access to the internet. That’s what I’m trying to explain.

Brady: Yeah,

Garrett: Like that’s what if I think once it can do that, then it’s super powerful. I don’t think it can reference the internet right now from what I just read.

Brady: Yeah, Especially with the 2021 being the latest. You can’t really ask it what’s trending.

Garrett: Correct. So it’s kind of got, if it’s always based off non accurate historical data and people are using it for current answers, that’s a problem.

Brady: Yeah. Yeah. We need a live intake.

Garrett: Correct. Who has that Google?

Brady: Yeah.

Garrett: It’s always got trending topics, trending searches, and it’s up to date. And I found too, when people ask questions, it’s like not right all the time. It gives you wrong answers. So I got this whole presentation for our head of seo for how AI’s going to affect seo. She did a great job and one of her big takeaways is like you cannot trust the AI because it doesn’t give you references, citations, and it doesn’t use external data,

Brady: But it does maybe give you a great outline,

Garrett: World class outline. Yeah. And I think that’s where we’re at right now. It’s a jumping off point.

Brady: Yeah.

Garrett: I love that. What’s our next topic, Scarlet?

Garrett: Any Other thoughts you had on that? I mean, I feel pretty good about it, but

Brady: No, I want to dive into GBT four. I try to do it this weekend, but you have to pay. Yeah. So I might pull the trigger on it, but I, it’s helped me in areas, but in the end of the day, it’s up to the end user to adopt it, which I think there’s going to be a massive gap there.

Garrett: Yeah, I Do too.

Brady: The video looks awesome, but the reality of people working that.

Brady: It looks awesome, but the reality of people working that way, that’s going to take time.

Garrett: Well, it’s great if you’re in the platform doing those things, but how much time do you spend in Excel?

Brady: Not too often. Yeah.

Garrett: I think that’s what I mean. I think it’s really good for productivity of execution- level labor like we talked about.

Brady: Yeah. For me, it would be summarizing meetings, which we already have tech that gets me pretty close to that.

Garrett: Correct. Or is already API based of ChatGPT and you don’t even know it which is probably what’s happening. We’re running out of time so let’s just do Influencers and B2B, and I think that fits really well with what you talked about on the sunflower seeds. How can we do that? I guess me, if I was their age, I could have recorded me flying up to the bay and meeting the director of DemandGen. That would’ve been a dope video back in the day. I was never new media like that.

Brady: A 360 camera kind of.

Garrett: Yeah. Yeah. I’m meeting her with the GoPro and I’m like, ” Hey Susan. I’m…”

Brady: Yeah.

Garrett: Parts of that I think would make people uncomfortable, but other parts would make them very comfortable, and I could still be doing that technically of how to break into the Dream 500 accounts. That would be a pretty cool series. Me trying to get our Dream 500 tech accounts and then Peter’s going around following and then we’re just flying up into the bay and it’s literally walking into like… Well, that’s the thing though. Nobody’s even in the office anymore, but you could be walking the…

Brady: You could find their address.

Garrett: Yeah. We’re walking. Yeah, I knock on her door. That would really freak her out. You knock on the CMO of VMware’s door. I do feel like they would respect the marketing content of it so it works in our industry, but B2B and Influencers, should we be the influencer, Brady? Because that’s what they’re being. They’re being the influencer, if that makes sense.

Brady: Yeah.

Garrett: They’re the star of their own product. Because that to me is more of the new media, is being the media, being the influencer. It’s like Draymond Green has his own podcast. That to me is the new version of it. What’s your take on it?

Brady: Yeah. I mean, the end goal would be to grow the business, right?

Garrett: Yes.

Brady: So, I think it would have to close some… There’s a lot of just black box areas, I guess, of our business which is the behind the scenes of the work. Even case studies are so surface level. So if I’m thinking of…

Garrett: Case studies stink right now. They just do.

Brady: Yeah. If I’m thinking of this, it would be some type of filming and producing working sessions with current clients to show the ideation of a new campaign, the planning of it…

Garrett: That’s a testimonial video, though.

Brady: -thelaunching of it, the results of it, but more from a reality TV- type standpoint. A true behind the scenes of work being done, results of it. But…

Garrett: It’s not the same.

Brady: Yeah. It just doesn’t happen that way anymore.

Garrett: No.

Brady: Everyone’s just on their computers at home.

Garrett: Well, let’s look at Tim Davidson. Let’s go to Tim Davidson on TikTok. Can you pull him up, Scarlet? This is our guy.

Brady: Yeah.

Garrett: We have a full- time influencer who works for us, and we’re a B2B company. Let’s see what he’s doing. Maybe we can learn from our boy, Tim, because Tim is pretty good at this. Holy crud. Does he have two… Was that… How many views did he have there, Scarlet? Did I just see that right?

Brady: Discovered videos related Tim Davidson.

Garrett: Oh, that’s not necessarily Tim. That’s all Tim Davidson. Nevermind. I was about to give you some big kudos, Tim.

Brady: Now, he’s got a pretty big chunk of the Tims.

Garrett: He does, I know. He’s got… Okay, let’s see some of his… Let’s see a video that’s got a good amount of views.

Brady: I like the… Go to the 588 one. He does this thing where he’s just doing something while he talks so he’s like cutting a kiwi.

Tim Davidson: I was grossly under qualified to work at the company I work at now. Three years ago when I applied, my resume was crap. No personal brand. I mean I worked a very small company around here in Rochester where I live. I had no business working for a company in California working from home.

Garrett: He’s just cutting a kiwi?

Brady: He makes me nervous too. I think it seemed like cut his finger.

Tim Davidson: But I applied because I wanted to work from home and-

Garrett: Oh god, yeah.

Tim Davidson: -this job paid me double what I worked at with the place I was before. It’s gotten much bigger. inaudible.

Garrett: I didn’t know I had to pay Tim double.

Tim Davidson: The only reason I got it, though, is because I was different. What I did personally was… So my background’s in paid media, but one thing I did to stick out from all the other candidates was advertise to the hiring manager.

Garrett: Oh, he’s making me so OCD. He’s cutting that thing so terribly, too.

Brady: But that’s the point of doing this type of video is it keeps you locked into the kiwi cutting.

Tim Davidson: Manager’s like share a screenshot of the ad.

Garrett: Oh you’re on the ad. That’s what Brady wanted it.

Tim Davidson: My face, I’m looking at it, my face inaudible.

Brady: No, I didn’t know what he was talking about.

Tim Davidson: Or there’s some other words. It’s a bird, it’s a plane. No, it’s Tim Dav… whatever. He threw extreme shot. I was like, we saw it. My co- founder saw it and then right after he said, ” Hey, we’d like to meet on the next interview with our CEO.” I’m quite positive I wouldn’t have gotten that job without that. So being different true matters like a lot.

Garrett: That’s true. You are different the way you’re cutting that kiwi.

Tim Davidson: That’s the question. How do you stick out? Figure that out.

Garrett: You ruined that Kiwi tip. Well, let’s go see another video. Because this is him being an influencer for us. I want to see his most viewed. Is there a way to filter? I don’t know how to use TikTok.

Brady: I couldn’t figure that out when I was looking at sunflower seeds guys. Okay, that one has 5k.

Garrett: Where? There we go.

Tim Davidson: I don’t know why anyone would even volunteer to buy a B2B product. It takes so much time and it’s so aggravating. Think about it. Let’s say you want to do three platforms. You’re like, oh, I’m going to look into these three. I did some research, and I’m going to talk to these three platforms. So you have to go to the websites, you have to ask for a demo. A lot of times you’re going to get the business email lunk alarm where you know typed in your Gmail by accident so you get the lunk alarm. But whatever, none of them are going to have a scheduling link because that’s just how they are because everyone doesn’t understand. And so you have to do the back and forth emails with an SDR. Then you get to the first call and it’s qualifying call, but you’re already five hours in from all the chaos. Now you have to have the demos. Awesome. You get to the demos, they’re like a 30 minute… One schedules it for 30 minutes, one schedules for 45, 1 schedules for an hour. They always go over that time and leave out pricing. So you have to have another call for pricing and then another call for the sales engineer. If you look at your calendar, obviously you have other things to do. By that time, it’s been like 30 hours in two weeks. And then you have to pitch the platform to your CFO and CEO who is going to have rebuttals on price or how can we take another tech, get rid of that and condense it? So now have to do more research on condensing the tech, fight with the contracts you already have on the current tech you have to appease the CFO then to go back to the vendors that you want to buy.

Garrett: Well, who’s just in the snow?

Tim Davidson: You mean by that time, you move on to another company

Garrett: You move on to another company.

Tim Davidson: It’s a time suck. It’s cool to see the platforms and you like to make the decision. I get that.

Garrett: It is though.

Tim Davidson: Wow. It sucks.

Garrett: It does, and I think we’re on Influencers right now. So Tim’s our guy in the sense that we use Tim and this is his job for us. So he does literally do this. Now if you notice though, he didn’t like reference directive all there. Let’s go up to the top of his profile.

Brady: Yeah, I think he’s doing that more with YouTube videos now or LinkedIn videos.

Garrett: Go to his Linktree. Let’s see if it’s there.

Brady: Probably LinkedIn. You can see it on YouTube as well. But yeah, it was LinkedIn too.

Garrett: Tim, you better link my website if I’m paying you, bro. So I mean we do have to have some of that, but I think that’s kind of the point, right? Is you need to have somebody promoting the brand and I think doing some of these stuff. Now what do we need as influencers? You know what I’m saying? So that’s a employee who’s an influencer. You have also myself who does a ton of content. I’m trying to understand if you’re a B2B company, who does it? Is it your content person? Is it your marketing department? Is it the founder? Kind of feels like it has to be the founder a lot of times, right?

Brady: Yeah. I mean it could be anyone who’s maybe known for the craft and then their goal is to bridge it to the product. I think, I mean Pep’s a founder, but Pep Elijah does a good job and his LinkedIn. I don’t know if you want to go to his recent post. I think Tim even commented on it saying this is a good hidden plug.

Garrett: Yeah, Tim does really good on this. 54, 000 followers is a lot of followers on LinkedIn. So he’s pretty active on the platform.

Brady: So if you go to maybe posts.

Garrett: Activity, he’s got 27 comments, he’s got a good amount of… There you go, and then you got 18 comments. So a lot of guys are still doing this. The classic… Oh, he’s got only a couple lines too. I mean you just got to be really diligent about it. Couple things every day. He does some promo for his brands, three times founder, you always have the little bio. So if you’re founder right now, I do feel like you have to embrace being a bit of an influencer if you want to compete. I know that’s why I do it. I don’t do it because I’m overly passionate about being an influencer that is not even remotely me. I do this show, I do all my content because I don’t want some 22- year- old hot shot to just beat me. You know what I mean? I feel like I got to be out there promoting myself and helping other people. The part I like about content is education. That’s why we do this more long form content, and it’s more education style. I did a lot of the clip videos and eventually I was like, Scarlet, I can’t do any more clips. For the love of God, I know our TikTok agency wants me to do clips, but I can’t do the clips, just straight up. My journey on it was long form content that I would try to clip down, but I don’t do things for the sake of followers, virality. I’m literally just doing it because this is what I think and I want to help people. So I’m really bad at playing the game. And then we got hired this agency who’s very good. I’m the problem, not them. I’ll be clear. I think they’re actually really good. I’m the issue. They want me to talk about Kim K or trending topics that they know. When I talk about Kim K, I got 500,000 views on TikTok. When we do our hot topics or when I do my own videos, those ones, when I do the trending things, they go viral. But I don’t really feel passionate about those things. I feel more passionate about deep educational content, but I haven’t figured out how to make that be influencer- y in the sense that builds an audience. So that’s what we’re going to start working with the content people a little more around how I can do informational long form content that is actually valuable. The problem with just doing clips is if you’re just doing all the clips and people like your clips, where do they go if they want more than just a clip? Because it’s like the strategy doesn’t feed itself with the clips. Because if all you have is clips and then you watch the clip, you’re like, oh, that was dope. I want more. And you can’t get the full thing. You’re just do it clips, if that makes sense.

Brady: I think we have separate ourselves from needing 500, 000 views.

Garrett: We need a bridge. Because we don’t have an audience of 500, 000 people.

Brady: If we get a hundred views and they’re all CMOs at SaaS or tech companies that we don’t currently work with, that’s insane.

Garrett: That’s why Tim is so effective on LinkedIn because he has that SaaS tech marketing audience he’s built.

Brady: Yeah, he’s referenced on intro calls. I mean he has great views. For a B2B influencer to have thousands of views on a video is awesome.

Garrett: It’s huge.

Brady: On TikTok. But outside of that, I don’t look at that and be like, ah, he should be out a million. It’s like, no, that’s not the-

Garrett: That’s the size of his audience.

Brady: The size of the audience, yeah.

Garrett: I think if you want to go get a bigger audience, the problem is you also lose your positioning and your voice. Unless you’re just doing inaudible.

Brady: The people that matter now don’t care because you’re aligning with the mass market and…

Garrett: Now you’re doing more motivational, inspirational, entrepreneurial content than you are highly- relevant SaaS marketing content.

Brady: And so now the people you care about might think it’s BS if you choose that side,

Garrett: Or your audience is impossible for you to monetize with your product fit. I think that’s the part for B2B companies is if you’re in B2B or if you’re in technology, don’t do things, this is what I’m learning too, don’t do things for views. Do things for the depth of your audience, not the breadth of your audience. Make sure it’s people you can monetize your product with. Don’t just do influencer marketing because someone has the most followers. Find someone who has the most followers in your niche and a tool you can use for that is SparkToro. Will you pull that up real quick? I want to show this to people if they haven’t seen the tool before. It can be helpful. Yeah, if you just go to there. So you could search, try it for free real quick. I think they’ll let you do a free search. Oh, register.

Brady: Log through a Gmail.

Garrett: Google. Yeah, there you go, Scarlet. Power user. We’re getting you on all the tech platforms. I am a consultant at an agency. Yeah. Oh, they didn’t care about anything else. They didn’t want to know what agency. I love that. Come on, Randy. You got to ask what agency so you can upseller. All right. But my audience frequently… So look at what his options are here. So that’s how you can find people.

Brady: You can do visit website is usually a decent one.

Garrett: You like the visits the website. So what’s a website you would want influence for, Scarlet, that’s maybe… What do you got? Let’s just do openai. com. There we go. Since we were talking about them today. So let’s say I’m a new company in AI, and I want to find the people who are talking about AI the most. I want to get them to promote my product in B2B, right? This is a B2B influencer campaign. So I am a marketing reporting software that leverages GPT4 and their API. And it’s like a interface that you can put, you can export all your Google Analytics data, upload it to my product, and I will give you 10 powerful insights in less than 10 seconds. Who could I get to promote me? Boom, let’s go see. And then high engagement, hidden gems. Let’s see who Jack Clark is. So he does one AI co- chair, index a rider. Perfect. Now I’ve got Jack, and I’m going to see if Jack wants to talk about my product. That’s a pretty sweet use case for somebody right there. What do you think?

Brady: Yeah.

Garrett: Not bad now. Or let’s go back. So then let’s go to Sama. So go to, let’s go that. No, just go to the dropdown. Sorry. See that one right there? Then go to follows the social account. So click follows the social account. And then let’s go Sama. S- A- M- A. So that’s the founder of OpenAI. So it may might be the most biggest guy on Twitter. So these would be all the people following his profile. Then you can see what they’re talking about and social accounts they follow most to then essentially figure out and some high engagement hidden gems like Jor… I follow that guy gurgly Orzoff or Elizabeth Yen. Those are two people that you could then ask if they would do some promo for your AI product. Do you see that? Now, it’s cool if you look on the left bar, you go to podcasts. We got to tag Rand in this too because I feel like this is a good video for them to show how their product’s used. Now you can see all these different people. Now I could go there and I could advertise on these podcasts. So this we can start- ups or masters of scale, and I could take out a 30- second spot on their podcast promoting my AI product. Now I’m finding essentially how to do my influence for marketing in B2B.

Brady: Even reviewing those hashtags within machine learning on Instagram or TikTok. What the heck are the videos? Where are the videos getting traction?

Garrett: Or you’re building your personas, click on demographics. Let’s say I’m building personas for AI, to your point, then I can go here and I can see skills, interests, job roles, fields, employer industries. Now I can start to build out my personas based off of the people who are following the top accounts in that field. Pretty cool.

Brady: Yeah. I like SparkToro.

Garrett: It’s a great tool. I find, this is just some, I think healthy criticism, it lacks depth.

Brady: Yes.

Garrett: Would you completely agree? Because I use it a lot as a starting- off point, but then I have to get off and then do a lot more of my own research. I can’t get as deep as I want with their database yet.

Brady: It definitely shows me the possibilities. And then I get off it and I’m looking for specific YouTube channels and what’s all out there.

Garrett: Go to their YouTube, too, because I get… That’s what happens to me, too. It’s good. Don’t get me wrong. And if you could see the rest of it, what happens is it’s first five- six suggestions are pretty good, and then once I get past 10 on anything, I feel like I’m really frankly not in the most relevant area of information.

Brady: So it shows you good channels, but then I go to those channels and then I see, did they have two videos around this topic? Is their whole channel around this? Should I advertise to their channel, or do I just select the two videos within their channel to advertise on? You definitely have to go…

Garrett: And I think Casey does all his technical stuff and he’s very talented. I like the product. I personally as a user, every time I’ve tried to show someone, it goes really good until I scroll. And then once I scroll I’m like, ah, I wish… Maybe it’s because all these things are so small.

Brady: That’s what I always think.

Garrett: In their defense, you know what I mean?

Brady: Where I think to use it is when I’m very challenged to do things just another way. Yet, I think that just throws me into a trap where it’s like, yeah, dude, it’s hard to figure out.

Garrett: Maybe in their defense…

Brady: There just not a lot out there. So the platform then struggles to do…

Garrett: There’s not that many great YouTube channels on AI, right?

Brady: Yeah.

Garrett: But maybe there is. I’ve always found five or six more when I went and did my own research that I was like, these are dope. But it does get me a launching off point, and sometimes I can do their web. I can click through to that one and then find it on the next one, if that makes sense. So I can search Sama, then find the best podcast, then click on the podcast and then find more, if that makes sense.

Brady: Yeah.

Garrett: Or I can go to their followers on their Twitter or these and I can… But it’s a really good foundational starting point.

Brady: Definitely.

Garrett: And I’m a big fan of SparkToro, but I do want more depth out of it. That would be my only critique.

Brady: Yeah. Would you say SparkToro’s built for B2B or B2C, general?

Garrett: His background’s B2B. I think on both of them it’s still B2B, right? Because you’re usually, well, I don’t know.

Brady: His background’s more local. So it is still, it’s like more…

Garrett: They weren’t a local product. They weren’t local inaudible. That was just inaudible. It was just like a business, wasn’t it?

Brady: Oh, it just.

Garrett: It was a smaller business-

Brady: Business function within, okay.

Garrett: -that grew up. Yeah, it was like an acquisition. They acquired someone and then they rebranded it. But no, I would say it’s good. I would like to see more. Custom search might be AI, basically. Will you click on that? I want to see what they’re developing.

Brady: The beta.

Garrett: Yeah, the beta thing. Custom search. Oh yeah. It’s only that. Yeah. So I think they’re growing, but it’s cool. I like the product. I think it does need more depth.

Brady: Well it says drones, so maybe it is built more for mass audiences and consumer audiences. Because my struggle is very hyper niche B2B categories.

Garrett: I know, when I do Kubernetes or something and I’m trying to find something. In his defense…

Brady: Yeah, headless commerce. I’m like, okay, let’s find those influencers for headless commerce.

Garrett: I know, I do the same thing like Kubernetes or Endpoint Protection. And then, maybe it’s just because we’re served tech and B2B, it’s just harder for them to find that depth. But to your point, if I was doing surfboards or something, or surfing or fishing, it probably has… Would you go back to the dashboard? I want to try one last one. Because I do, I’ve been hardcore in the fishing game. Let’s talk about fishing. I want to see who they put up because this will be a consumer audience.

Brady: Yeah, definitely.

Garrett: That I’ve been pretty like I follow all the accounts, so I’m curious. See this is better in that sense. And go to like a podcasts. Bassmaster, Orvis Fly Fishing. Yeah, they have it. I don’t do fly fishing or anything. I do more salt. But to their point, you can see that they’re growing in that regard. So I don’t know. These are fun topics, man. Did you like doing the topics?

Brady: Yeah.

Garrett: Something different today.

Brady: Yeah.

Garrett: Hopefully you all liked it as well. Really appreciate you tuning in. Episode 30. That’s what they say, you got 30 episodes before you’re successful. Thousands?

Brady: Maybe times 10. We’ll see.

Garrett: Yeah, we’re getting there. Slow and steady.

Brady: We’ll include that data when it happens.

Garrett: Yeah, once we start getting thousands of downloads, I think 1000 downloads per episode would be a…

Brady: That would be massive.

Garrett: That would be massive. I’d say even a hundred. I don’t think we’re totally at a hundred yet. So keep supporting us if you can. Tell your friends. We’re going to keep trying to get better and better for y’all and add more value. Hopefully y’all enjoyed the new format today. Let us know in the comments. As always, rate, review, leave five stars, share with your friends, family, dog, anyone you know. But thanks for tuning in.

Brady: Yeah, we’ll see you next week.