WEBVTT 00:00:00.000 --> 00:00:02.620 I remember the first time I outsourced some writing 00:00:02.620 --> 00:00:04.599 to an AI. I thought, you know, this is going 00:00:04.599 --> 00:00:07.599 to save me hours. So I typed in, write a home 00:00:07.599 --> 00:00:11.039 page for my consulting business. And what did 00:00:11.039 --> 00:00:14.980 you get back? I got back just the absolute worst 00:00:14.980 --> 00:00:18.620 of the internet. Oh, no. It was text just filled 00:00:18.620 --> 00:00:21.039 with corporate filler, all about how they were 00:00:21.039 --> 00:00:24.219 committed to excellence in every project and 00:00:24.219 --> 00:00:28.339 aimed to bring your dreams to life. Oh, the classic, 00:00:28.620 --> 00:00:31.179 we are leaders in the digital landscape. It's 00:00:31.179 --> 00:00:33.340 universally bland. And the reason we're doing 00:00:33.340 --> 00:00:36.320 a deep dive on this today is that your experience, 00:00:36.320 --> 00:00:39.990 it points to a surprising insight. The tool isn't 00:00:39.990 --> 00:00:42.570 the problem. The model isn't broken. The teacher 00:00:42.570 --> 00:00:45.030 is the problem. Precisely. If you feed it trash, 00:00:45.170 --> 00:00:47.850 it's going to write garbage, even if it's sophisticated 00:00:47.850 --> 00:00:50.929 garbage. We have to stop treating AI like some 00:00:50.929 --> 00:00:53.030 random freelancer you hire off the street. And 00:00:53.030 --> 00:00:54.590 just give it one instruction and hope for the 00:00:54.590 --> 00:00:56.549 best. Exactly. OK, so let's look at the solution. 00:00:57.170 --> 00:01:01.250 We are diving into a structured system that transforms 00:01:01.250 --> 00:01:07.829 that generic AI output into unique high converting 00:01:07.829 --> 00:01:11.909 brand copy. Our mission is to fix that robot 00:01:11.909 --> 00:01:15.069 talk problem for good. And that fix involves 00:01:15.069 --> 00:01:19.310 building the AI a permanent tailored brain. A 00:01:19.310 --> 00:01:21.790 brain. Yeah. And this brain has to be built from 00:01:21.790 --> 00:01:25.069 specific data, your business facts, the exact 00:01:25.069 --> 00:01:27.069 language your customers use, and your actual 00:01:27.069 --> 00:01:29.609 sales goals. So the roadmap here is pretty structured. 00:01:29.930 --> 00:01:31.890 First, we're going to cover why default AI fails 00:01:31.890 --> 00:01:34.750 so miserably, then the real core of this deep 00:01:34.750 --> 00:01:37.049 dive. the three crucial data dumps you need. 00:01:37.269 --> 00:01:39.290 Your business cheat sheet, the voice dictionary, 00:01:39.530 --> 00:01:41.750 and what we call competitor secrets. And then 00:01:41.750 --> 00:01:43.549 finally, we'll talk about how to actually implement 00:01:43.549 --> 00:01:46.069 all of this by building a custom GPT. Right. 00:01:46.170 --> 00:01:48.609 And a custom GPT, if you have the pro version 00:01:48.609 --> 00:01:50.769 of these tools, is basically an AI worker that 00:01:50.769 --> 00:01:52.489 permanently remembers all your brand guidelines, 00:01:52.549 --> 00:01:54.430 so you never have to teach it again. So we have 00:01:54.430 --> 00:01:56.430 to start with the core failure mechanism, which 00:01:56.430 --> 00:01:59.010 is it's all about the data source. Standard AI 00:01:59.010 --> 00:02:01.849 models are trained. on the average internet. 00:02:02.129 --> 00:02:04.930 And if you think about what that means, millions 00:02:04.930 --> 00:02:07.689 of corporate websites, press releases, marketing 00:02:07.689 --> 00:02:10.629 brochures, most of that is painfully boring. 00:02:10.889 --> 00:02:13.349 So the AI learns from the lowest common denominator, 00:02:14.030 --> 00:02:16.490 the safest worst examples of corporate speak 00:02:16.490 --> 00:02:18.960 online. It does. It prioritizes what it calls 00:02:18.960 --> 00:02:22.300 coherence, so it outputs the safe average. That's 00:02:22.300 --> 00:02:24.900 point one. The safe answer is the kiss of death 00:02:24.900 --> 00:02:27.520 for sales. Right. If you ask it to be professional, 00:02:27.680 --> 00:02:29.979 it just gives you the most generic, least offensive 00:02:29.979 --> 00:02:32.539 text you can imagine. That's the key mental trap 00:02:32.539 --> 00:02:34.340 right there, isn't it? We think professional 00:02:34.340 --> 00:02:36.900 means avoiding risk, but avoiding risk just means 00:02:36.900 --> 00:02:39.120 you sound exactly like everyone else. You don't 00:02:39.120 --> 00:02:41.599 want to be average. You want your unique difference 00:02:41.599 --> 00:02:44.280 to shine. And that leads right to point two. 00:02:44.860 --> 00:02:48.020 The AI doesn't know how to sell. It thinks its 00:02:48.020 --> 00:02:50.580 job is just to describe features. You know, it 00:02:50.580 --> 00:02:53.180 lists what you do or what you sell. But selling 00:02:53.180 --> 00:02:56.400 is emotional. It is. It's a story. Good copy 00:02:56.400 --> 00:02:58.699 focuses on the customer's pain points, not your 00:02:58.699 --> 00:03:00.919 feature list, and then it leads them to a clear 00:03:00.919 --> 00:03:04.159 call to action. It sounds like the default AI 00:03:04.159 --> 00:03:06.879 is great at writing a dictionary entry, but it's 00:03:06.879 --> 00:03:09.199 terrible at writing a compelling movie trailer. 00:03:09.360 --> 00:03:11.900 That is a perfect analogy, yeah. Without specific 00:03:11.900 --> 00:03:14.159 training, it just fills the page with facts that 00:03:14.159 --> 00:03:16.379 don't connect emotionally. And then there's point 00:03:16.379 --> 00:03:19.979 three, the danger that just fundamentally destroys 00:03:19.979 --> 00:03:23.719 trust. Hallucinations. The fact invention machine. 00:03:23.979 --> 00:03:27.449 Yes. If you don't provide the foundational facts, 00:03:27.770 --> 00:03:30.689 the AI will just constantly invent details to 00:03:30.689 --> 00:03:33.330 finish the text. I've seen a local mechanic claiming 00:03:33.330 --> 00:03:37.389 to use NASA -grade technology or a new boutique 00:03:37.389 --> 00:03:39.590 that opened last year claiming it has 20 years 00:03:39.590 --> 00:03:42.330 of experience serving the community. That's catastrophic. 00:03:42.509 --> 00:03:45.409 If a customer catches even one invented lie like 00:03:45.409 --> 00:03:47.770 that, their trust is gone. They balance probably 00:03:47.770 --> 00:03:49.870 forever. You can't recover. No, you can't. The 00:03:49.870 --> 00:03:52.509 real danger is that the AI prioritizes sounding 00:03:52.509 --> 00:03:55.409 complete over sounding true. OK, so let's unpack 00:03:55.409 --> 00:03:58.669 this. Is the main danger of that default AI output 00:03:58.669 --> 00:04:01.810 simply that it avoids the distinct language needed 00:04:01.810 --> 00:04:04.750 for actual sales? Absolutely. It seeks safety, 00:04:04.930 --> 00:04:07.370 and safety is invisible. So here's where it gets 00:04:07.370 --> 00:04:10.439 really interesting. We have to become like architects, 00:04:11.139 --> 00:04:13.620 before you ask the AI to write a single word, 00:04:13.840 --> 00:04:16.660 you have to load its brain with these specific 00:04:16.660 --> 00:04:18.980 data blocks. Two essential documents to start. 00:04:19.540 --> 00:04:22.040 OK. Data dump one is the business cheat sheet. 00:04:22.480 --> 00:04:25.060 This is your truth source, your non -negotiable 00:04:25.060 --> 00:04:27.899 facts. This document prevents hallucinations 00:04:27.899 --> 00:04:31.040 and gives the AI actual substance. So you're 00:04:31.040 --> 00:04:33.480 basically stacking Lego blocks of data piece 00:04:33.480 --> 00:04:35.800 by piece. Exactly. What are the key facts we 00:04:35.800 --> 00:04:37.720 have to include here? I mean, the specifics must 00:04:37.720 --> 00:04:40.509 matter. They do. You start by listing your services, 00:04:40.610 --> 00:04:43.129 but rank them in order of profit or popularity. 00:04:43.750 --> 00:04:46.410 Then, and this is crucial, you quantify your 00:04:46.410 --> 00:04:48.569 why me factor. What do you mean by that? Well, 00:04:48.610 --> 00:04:51.069 if you just say, we are fast, the AI writes, 00:04:51.269 --> 00:04:53.939 we provide speed. Right. But if you write, We 00:04:53.939 --> 00:04:56.279 cut the industry standard 10 -week turnaround 00:04:56.279 --> 00:04:58.860 down to five days. Now the AI can write compelling 00:04:58.860 --> 00:05:01.199 copy about speed. You have to quantify your difference. 00:05:01.319 --> 00:05:04.300 So we need raw, specific metrics, not these fluffy 00:05:04.300 --> 00:05:08.000 claims. Exactly. Then you add the boring details, 00:05:08.120 --> 00:05:10.839 guarantees, hours, pricing, what's in the package, 00:05:11.120 --> 00:05:14.180 and finally, a profile of your ideal client, 00:05:14.680 --> 00:05:17.360 their fears, their demographics, their assumptions 00:05:17.360 --> 00:05:20.600 about your industry. This cheat sheet stops the 00:05:20.600 --> 00:05:23.779 AI from ever having to guess or invent Okay, 00:05:24.139 --> 00:05:27.100 that covers the facts, but facts don't sell themselves. 00:05:27.389 --> 00:05:30.129 We need to talk about that missing ingredient, 00:05:30.589 --> 00:05:33.550 data dump 2. This feels like the secret weapon 00:05:33.550 --> 00:05:36.170 here, the voice of the customer. This is where 00:05:36.170 --> 00:05:38.910 most businesses just fail. They use corporate 00:05:38.910 --> 00:05:41.990 jargon like comprehensive solutions or synergistic 00:05:41.990 --> 00:05:44.209 partnership. But customers don't speak like that. 00:05:44.350 --> 00:05:46.389 Never. They speak emotionally. You're talking 00:05:46.389 --> 00:05:47.990 to their friends and they're saying things like, 00:05:48.250 --> 00:05:50.750 I just want white teeth without any pain, or 00:05:50.750 --> 00:05:52.949 I felt totally ripped off by the last company. 00:05:53.230 --> 00:05:55.430 That raw language is what cuts through the blandness. 00:05:55.569 --> 00:05:58.389 Yes. Your business might... say, we offer optimized 00:05:58.389 --> 00:06:01.329 payment pathways, but your customer says, I hate 00:06:01.329 --> 00:06:03.910 surprise fees. And if your website uses the business 00:06:03.910 --> 00:06:06.370 word, you lose that emotional connection instantly. 00:06:06.490 --> 00:06:08.870 So how do we capture that genuine voice? Where 00:06:08.870 --> 00:06:11.569 do we find that slang? You can use a simple deep 00:06:11.569 --> 00:06:15.029 research prompt on the AI. Have it scrape forums, 00:06:15.529 --> 00:06:18.750 Reddit, Quora, review sites, Facebook groups. 00:06:19.250 --> 00:06:22.689 Ask it to find, say, a 15 to 20 direct anonymous 00:06:22.689 --> 00:06:25.649 quotes from real people in your industry. And 00:06:25.649 --> 00:06:27.490 we're looking for three categories of feedback, 00:06:27.629 --> 00:06:31.029 right? Yes. The three key emotional zones. The 00:06:31.029 --> 00:06:33.069 struggle, which is their frustration with how 00:06:33.069 --> 00:06:35.810 things are now. The wish, what they desperately 00:06:35.810 --> 00:06:39.410 hope exists. And the anger, what they hated about 00:06:39.410 --> 00:06:41.589 previous companies. And this raw output becomes 00:06:41.589 --> 00:06:44.089 your voice dictionary. You upload this. You make 00:06:44.089 --> 00:06:47.370 the AI read it. Whoa. I mean, just imagine having 00:06:47.370 --> 00:06:50.810 an AI that writes your copy using the exact language 00:06:50.810 --> 00:06:53.189 your target market uses when they're venting 00:06:53.189 --> 00:06:55.620 their frustrations to a friend over coffee. That's 00:06:55.620 --> 00:06:57.939 like scaling empathy. It is. It replaces your 00:06:57.939 --> 00:07:00.139 business words with language that resonates emotionally. 00:07:00.439 --> 00:07:02.360 It makes your pitch feel instantly familiar. 00:07:02.540 --> 00:07:04.000 So if we connect this to the bigger picture, 00:07:04.100 --> 00:07:06.839 why is finding and using that exact customer 00:07:06.839 --> 00:07:09.879 slang so crucial? Because it targets their emotional 00:07:09.879 --> 00:07:12.240 pain points, which is what actually drives purchases. 00:07:12.759 --> 00:07:14.399 OK, so now we have the facts and we have the 00:07:14.399 --> 00:07:17.180 voice. We need the final piece, which is structure, 00:07:17.600 --> 00:07:19.800 a proven layout, so we can learn from the best 00:07:19.800 --> 00:07:22.800 without stealing their words. This is Data Dump 00:07:22.800 --> 00:07:26.339 3. competitor secrets. You use the AI to analyze 00:07:26.339 --> 00:07:28.740 the websites of the top three national giants 00:07:28.740 --> 00:07:31.079 in your industry. And you're looking only at 00:07:31.079 --> 00:07:33.540 their blueprint, their layout, not their actual 00:07:33.540 --> 00:07:35.980 copy. Exactly. You're copying the rhythm, not 00:07:35.980 --> 00:07:38.399 the lyrics. So what structure elements should 00:07:38.399 --> 00:07:40.920 we focus on? Look at the section order. What's 00:07:40.920 --> 00:07:43.019 the first thing they show after the hero image? 00:07:43.259 --> 00:07:45.699 Look at their hook structure. How quickly do 00:07:45.699 --> 00:07:48.180 they get to the pain point? Where do they put 00:07:48.180 --> 00:07:51.680 trust elements? Is it logos, testimonials, awards? 00:07:51.860 --> 00:07:54.740 And then note the clarity of their call to action. 00:07:55.180 --> 00:07:57.060 What color is the button? What does the text 00:07:57.060 --> 00:07:59.500 say? And we save that analysis as competitor 00:07:59.500 --> 00:08:02.420 secrets. Yeah. So this brings us to the permanent 00:08:02.420 --> 00:08:06.160 solution, building the custom GPT. This is where 00:08:06.160 --> 00:08:08.480 that consistency magic happens. That's right. 00:08:08.540 --> 00:08:11.279 You upload all three files, the cheat sheet, 00:08:11.519 --> 00:08:13.839 the voice dictionary, and the competitor secrets 00:08:13.839 --> 00:08:18.000 into the knowledge base of your custom GPT. This 00:08:18.000 --> 00:08:20.639 dedicated employee now knows everything and it 00:08:20.639 --> 00:08:23.699 never forgets. But the files aren't enough. We 00:08:23.699 --> 00:08:27.220 need rules. The crucial step is setting what 00:08:27.220 --> 00:08:30.040 you call the golden instructions. It's not just 00:08:30.040 --> 00:08:32.320 about telling it what to write. It's about what 00:08:32.320 --> 00:08:35.429 it cannot say. Right. Setting these strict negative 00:08:35.429 --> 00:08:38.009 constraints is the most critical step for preventing 00:08:38.009 --> 00:08:41.110 that prompt drift. You have to explicitly forbid 00:08:41.110 --> 00:08:44.110 the fluff words that trigger robot talk. The 00:08:44.110 --> 00:08:46.370 ban list should be comprehensive. OK, give us 00:08:46.370 --> 00:08:49.490 the list of shame. Unleash, elevate, navigate. 00:08:49.759 --> 00:08:52.740 digital landscape, cutting edge, synergy, and 00:08:52.740 --> 00:08:55.940 probably the worst of all, holistic. You ban 00:08:55.940 --> 00:08:58.340 them explicitly in your instructions. So every 00:08:58.340 --> 00:09:00.700 time the AI tries to use one, it's forced to 00:09:00.700 --> 00:09:03.059 find a simpler, more human word. I still wrestle 00:09:03.059 --> 00:09:05.100 with prompt drift myself. You know, if I step 00:09:05.100 --> 00:09:06.919 away for an hour and come back, sometimes the 00:09:06.919 --> 00:09:09.200 AI has slowly started to revert to its generic 00:09:09.200 --> 00:09:12.320 nature. Having those permanent written negative 00:09:12.320 --> 00:09:14.980 constraints makes all the difference. And you 00:09:14.980 --> 00:09:18.200 enforce the tone just as strictly. The instruction 00:09:18.200 --> 00:09:21.100 should be simple. Write like a friend talking 00:09:21.100 --> 00:09:23.919 to a friend over coffee. So short sentences, 00:09:24.480 --> 00:09:26.600 simple words. Yeah, that forces the humanity 00:09:26.600 --> 00:09:28.559 back into the copy and makes it approachable. 00:09:28.799 --> 00:09:30.539 But wait, doesn't forbidding words like cutting 00:09:30.539 --> 00:09:34.259 edge risk making my brand sound, you know, dated? 00:09:34.639 --> 00:09:37.220 especially if I'm in a modern industry. Not if 00:09:37.220 --> 00:09:40.600 you replace the jargon with specific claims from 00:09:40.600 --> 00:09:43.100 your cheat sheet. Instead of, we use cutting 00:09:43.100 --> 00:09:46.159 edge technology, you say, we use proprietary 00:09:46.159 --> 00:09:49.379 ceramic injection, which cures five times faster. 00:09:50.759 --> 00:09:53.289 Specificity always beats fluff. Always, you're 00:09:53.289 --> 00:09:56.049 forcing it toward quantifiable value. So what 00:09:56.049 --> 00:09:58.049 is the single most critical instruction for preventing 00:09:58.049 --> 00:10:01.210 the AI from slipping back into robot talk? Explicitly 00:10:01.210 --> 00:10:04.009 forbidding fluff words like elevate or cutting 00:10:04.009 --> 00:10:06.370 edge in the golden instructions. Okay, now for 00:10:06.370 --> 00:10:08.330 the actual writing workflow. This is where people 00:10:08.330 --> 00:10:10.870 make their biggest mistake. Never ask the AI 00:10:10.870 --> 00:10:13.309 to write the whole website. Why not? It overwhelms 00:10:13.309 --> 00:10:15.190 the model. The quality drops instantly. You have 00:10:15.190 --> 00:10:17.590 to go page by page, section by section. So you'd 00:10:17.590 --> 00:10:19.809 start with the homepage and you give it a really 00:10:19.809 --> 00:10:21.990 structured prompt that references the data you 00:10:21.990 --> 00:10:24.570 already uploaded. Exactly. You asked it to outline 00:10:24.570 --> 00:10:26.830 the sections based on your competitor's secrets 00:10:26.830 --> 00:10:29.429 analysis. Then you ask it to write the copy for 00:10:29.429 --> 00:10:32.149 specific parts. The hero section, the problem 00:10:32.149 --> 00:10:35.850 section, and here's the key directive. Enforce 00:10:35.850 --> 00:10:37.990 the use of quotes from your voice dictionary 00:10:37.990 --> 00:10:40.889 to describe the customer's pain. Ah, so that 00:10:40.889 --> 00:10:43.190 directive forces the AI to integrate that emotional 00:10:43.190 --> 00:10:45.750 language we collected. It links the three components. 00:10:46.279 --> 00:10:48.679 structure from the competitors, facts from your 00:10:48.679 --> 00:10:51.000 cheat sheet, and emotion from the voice dictionary. 00:10:51.340 --> 00:10:54.139 Let's talk about the About Us page. That is, 00:10:54.240 --> 00:10:56.679 historically, the most boring page on the internet. 00:10:56.980 --> 00:10:59.179 It's usually just a chronological list of accomplishments. 00:10:59.259 --> 00:11:01.179 It shouldn't be about your history. The About 00:11:01.179 --> 00:11:03.159 Us page should be about the customer's future. 00:11:03.659 --> 00:11:06.559 The story arc has to be customer -focused. How 00:11:06.559 --> 00:11:09.299 so? It should read, we saw a problem in the industry, 00:11:09.740 --> 00:11:11.759 and you used the voice dictionary to articulate 00:11:11.759 --> 00:11:14.879 that problem. Then, we built a solution for you. 00:11:15.039 --> 00:11:18.200 And here are the specific values we promise to 00:11:18.200 --> 00:11:20.460 uphold. So the founders journey is framed as 00:11:20.460 --> 00:11:23.059 solving to listeners problem, not celebrating 00:11:23.059 --> 00:11:25.580 a resume. It shifts the focus from look how great 00:11:25.580 --> 00:11:28.960 we are to we understand your frustration because 00:11:28.960 --> 00:11:32.360 we experienced it too. The AI gets you, say, 00:11:32.500 --> 00:11:35.120 90 percent of the way there. But that last 10 00:11:35.120 --> 00:11:38.539 percent is the crucial human polish. You still 00:11:38.539 --> 00:11:40.460 need that refined loop. That's the checklist. 00:11:40.840 --> 00:11:43.399 First, you have to read the copy out loud. If 00:11:43.399 --> 00:11:45.960 you stumble over a sentence, the sentence is 00:11:45.960 --> 00:11:48.340 too long or too complex. It's a great litmus 00:11:48.340 --> 00:11:51.179 test. I tried the read it out loud trick last 00:11:51.179 --> 00:11:53.879 week, and I caught the AI calling my company 00:11:53.879 --> 00:11:56.779 vertically aligned. I would never say that in 00:11:56.779 --> 00:11:58.720 real life. Right. If I wouldn't say it over the 00:11:58.720 --> 00:12:00.700 phone, it shouldn't be on the website. Precisely. 00:12:01.000 --> 00:12:03.080 Second, you check the facts against your cheat 00:12:03.080 --> 00:12:05.159 sheet. Did it get the price right? Did it list 00:12:05.159 --> 00:12:07.539 the correct hours? You're the final fact checker. 00:12:07.700 --> 00:12:10.919 And third, you add personal flair. a local reference, 00:12:11.100 --> 00:12:13.799 an inside joke, something only a human could 00:12:13.799 --> 00:12:16.320 add. And finally, a brief note on basic structure. 00:12:16.919 --> 00:12:18.980 You can't be clever with navigation. There are 00:12:18.980 --> 00:12:21.419 five core pages every service business needs. 00:12:21.799 --> 00:12:23.620 Right. You have to have the homepage. That's 00:12:23.620 --> 00:12:25.820 to answer three questions in five seconds. What 00:12:25.820 --> 00:12:28.139 do you do? Who is it for? And how do I buy it? 00:12:28.500 --> 00:12:31.019 Then you need a services page, the about page 00:12:31.019 --> 00:12:33.659 structured around the customer, a page for social 00:12:33.659 --> 00:12:36.860 proof, and an easy contact page. People hate 00:12:36.860 --> 00:12:39.509 guessing, so make it obvious. Okay, let's unpack 00:12:39.509 --> 00:12:42.129 this. What are those three essential questions 00:12:42.129 --> 00:12:44.450 the home page must answer within five seconds? 00:12:44.809 --> 00:12:47.490 What do you do? Who is it for? And how do I buy 00:12:47.490 --> 00:12:51.230 it? So to summarize the core idea here, you just 00:12:51.230 --> 00:12:53.529 can't succeed with AI writing by using generic 00:12:53.529 --> 00:12:56.629 prompts. Effective AI requires inputting those 00:12:56.629 --> 00:12:59.269 three specific knowledge blocks. Your non -negotiable 00:12:59.269 --> 00:13:01.970 business facts. Your raw emotional customer language. 00:13:02.070 --> 00:13:04.350 And a structural analysis of your top competitors. 00:13:04.490 --> 00:13:06.950 Yes. You are the programmer. You're the architect. 00:13:07.149 --> 00:13:09.649 The robot is only as smart as the teacher. Be 00:13:09.649 --> 00:13:12.230 a good specific teacher and you get branded content 00:13:12.230 --> 00:13:15.049 that sells for you 24 -7 without sounding like 00:13:15.049 --> 00:13:17.169 every other site on the planet. So we encourage 00:13:17.169 --> 00:13:19.929 you, right now, to start the homework. Open a 00:13:19.929 --> 00:13:22.450 blank document, spend 15 minutes and write the 00:13:22.450 --> 00:13:24.590 first draft of your business cheat sheet. Get 00:13:24.590 --> 00:13:27.029 the specific data out of your head and into a 00:13:27.029 --> 00:13:29.830 structured document. That simple act is the start 00:13:29.830 --> 00:13:32.470 of solving the robot talk problem forever. And 00:13:32.470 --> 00:13:34.690 this raises an important question. If defining 00:13:34.690 --> 00:13:36.889 your brand voice requires strictly forbidding 00:13:36.889 --> 00:13:39.309 what you cannot say, all those banned words, 00:13:39.950 --> 00:13:42.350 how much of our own authentic voice as people 00:13:42.350 --> 00:13:44.750 is defined by the rules and boundaries we set 00:13:44.750 --> 00:13:45.470 for ourselves?