WEBVTT

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The problem is, and if you can slack somebody

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on a Friday night or Saturday night and say,

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don't look at this until Monday, well, guess

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what? They're already looking at it and they're

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thinking about it all goddamn weekend until Monday.

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So, right? It's like saying like, hey, do you

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have 15 minutes? People are like, oh my God,

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what is this call going to be about? Until that

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15 minutes happens, people are like deer in headlights.

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Welcome to Under Embargo, the podcast that says

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the quiet part out loud about PR, communications,

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and the chaos in between. Hosted by two of LinkedIn's

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most connected comms pros, Becca Chambers, a

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no BS corporate comms exec with raging ADHD,

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and Pari Hedrick, founder of tech PR firm Crackle

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PR. This show brings it all. Real talk, sharp

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insights, and the kind of industry truths they

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don't put in press releases. No fluff, no filters,

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no f***s given. This is Under Embargo. Let's

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get into it. Hey, everybody, and welcome back

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to the Under Embargo podcast. I am one half of

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your hosting team, Perry Hedrick, Crackle founder.

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Obviously, you guys know Becca Chambers. She

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is the other half that will be speaking momentarily.

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But today, we are super excited to announce a

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guest who's pretty heavy hitting in the world

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of comms. Her lineup of career slaps looks like

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a murderer's row of comms expertise. Her name

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is Gab Farid. And she has got some news that

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she's going to talk about today. But she also,

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before we get to that point, has just finished

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quite a stint at Bumble. There was VP of Global

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Communications, which is no job for the faint

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-hearted. Prior to that, she was at Slack. She

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was Senior Director of Corporate, Internal, and

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Executive Comms, another huge, huge role. And

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then the list goes on and on. She was at Salesforce

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in a comms capacity too. So we're really excited

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to have you here today. There's a lot we can

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talk about. Thanks so much, Perry and Becca.

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I'm really happy to be on after listening over

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the last couple of weeks since you've all launched.

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So thanks for doing this. This is so exciting

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that the comms industry just has, I feel like

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so much like investment and oxygen and cool initiatives

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that are happening that like our marketing friends,

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no offense, Becca, I know you're a comms girly

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at heart, but our marketing friends have had

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forever. And now we're getting it in comms too.

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So thank you for doing this. I'm so excited to

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be here. Of course. And you said that so well.

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It reminds me of one of the things that I say

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on LinkedIn all the time. I was kind of one of

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the early folks on LinkedIn. And I would always

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say, you know, we're so great at elevating everyone

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else, but we really suck at doing it for ourselves.

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And it's so nice to see that there's a little

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bit of a movement afoot here where people are

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realizing that if we don't do it for ourselves,

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who the hell is going to? So here we are. And

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it's our responsibility, right? Like as people

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who have a... platform and are the executives

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in this industry gab you too like it is our responsibility

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to share the wins of our team and what we're

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doing because otherwise nobody's going to know

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about it absolutely we're we're no longer being

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the cobbler's children that's right correct so

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it's kind of a nice segue um you know i kind

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of want to get right to the the news piece of

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what we're talking about here today because you

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have some pretty interesting news and i haven't

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seen a lot of people do a foray into the area

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you're doing it in so um do you want to talk

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about the new community that you're building

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for comms professionals and and kind of give

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us the genesis of what happened with that how

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we got here and and where you're at yeah absolutely

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perry and thanks so much for allowing me the

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chance to talk about it because it is something

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i'm truly excited about i have been working in

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comms for the last 15 years in a variety of roles

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from startups to big companies like salesforce

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and bumble that you've mentioned and i'm recently

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in a position where i just had a moment to just

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like take a sit and be like, what do I like the

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most about what I do? And what are the parts

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that I am like uniquely really good at? Like,

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I think media relations is great. I like media

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relations, like writing. Cool. I like doing that.

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But what I love to do is like manage my teams

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and help them be better at comms and help them

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be like, hey. guess what? You can have balance.

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Like you can go to your Wednesday night bowling

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league every single week. You do not need to

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log on at 8 PM every single night. And I'm still

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going to get you a path to promote it. Like here

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are ways that you can be more productive without

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just grinding out those hours and seeing all

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these individuals that I've worked with over

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the last 15 years grow in their career. grow

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in their titles, grow in their autonomy, grow

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in the trust that they've earned with their executives.

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Like that has been my sweet spot and the part

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that I've loved the most. And I was like, how

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can I do that at scale? Because it's great to

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have impact on the couple of people that I have

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on my team. But there are so, so, so many people

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that either have a manager who is too busy or

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too senior. or maybe even too checked out to

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grow them. And I know that because I have been

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that manager where I'm like, oh, I wish I could

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spend more time with you. But like, I have so

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many things going on. I just can't do it. So

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I've launched Off the Record. It's a community

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for comms professionals to provide coaching.

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So we're going to do monthly workshops, masterclasses,

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so you can learn the latest of what's going on

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in our industry. We're going to do one -to -many

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coaching, which I'm calling office hours. So

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you can bring a problem, a pitch, a plan. whatever

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it is you're working on maybe you're debating

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changing jobs maybe you're having a hard time

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getting things approved internally whatever it

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is and we can talk about it live um we're gonna

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have a template library so people you know don't

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have to start from scratch with building a pitch

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or you know responding to a crisis or whatever

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it is they're working on building in all hands

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for internal comms folks, and a lot of other

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elements of it. So I'm really excited for Off

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the Record. We're going to open it in cohorts.

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So the first cohort's opening in the middle of

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June. I think by the time this comes out, it

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could possibly be open or closed. If you're hearing

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it and you want to join, email me at gab at joinofftherecord

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.com. I will let you in. But yeah, we're really

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excited about it. And the response has been amazing.

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a lot of people who you know i was thinking about

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is like the ideal comms person who i was building

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this for have reached out to me and been like

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i need this i'm lonely i'm working from home

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i don't have the swivel chair moments i'm unable

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to sit in my svp's office and learn from them

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like i'm not overhearing phone calls of people

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anymore like i used to or i never got that because

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i'm 25 and i joined the workforce in the middle

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of covet and i've never had co -workers so i'm

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really excited to bring this cohort of you know

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rising energetic you know, leaders or, you know,

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soon to be leaders in communications across their

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career spectrum, across agency, in -house consulting,

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whatever it is. And really to be that, like,

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I think my LinkedIn is like your comms BFF. So

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like, just to really be that, that friend in

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the office that everyone needs and no one really

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has anymore. And, you know, just be that for

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them. I got to say the, first of all, love the

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messaging. I would expect nothing less from somebody

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of your comms caliber, but really like I'm listening

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to it and I'm like, accurate, accurate, dead

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on, right? You nailed all of the pain points.

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It's perfect. So just from somebody who is your

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demographic, love it. The point about post COVID.

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not having the swivel chair moments is the thing

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and I talk about it and I don't I love the um

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phrase swivel chair moments by the way I don't

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think I've ever heard somebody say that before

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um I used to just talk like you don't hear the

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hallway chatter. You don't like by osmosis, you

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don't get the info. And as a communications person,

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like that is so, so important, right? To just

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be kind of hearing and being around the other

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people and getting to know people and getting

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to like, I don't know, just all the little nuggets.

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So I think what you are offering is something

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that I'm not even sure some people realize that

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they don't have, you know, like they might realize

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that they need a coach or that they need more

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help, but they. I think people don't even realize

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how much they're missing from those little moments.

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So I love this offering and yay. Thank you, Becca.

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That means so much. And like, to your point,

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like that's why like the office hours or the

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coaching, I want to open it up to everyone. So

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even if you don't have a question to bring in

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that month or week or whatever we do, like you

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got to listen to other people because you're

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going to learn so much from that. And to your

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point, like I was super lucky. My very first

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agency job, I had. And this is something I want

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to talk about with the cohort of people who join

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off the record or whomever will listen to me

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is like, when you are choosing a job. or when

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you are interviewing, you are not just hoping

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they pick you. You have to pick your manager

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because your manager is the number one barrier

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to your success or not success at a company and

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in your career. And I was so lucky with my first

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manager, Amy Saloom. Hello. I love you so much.

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And her manager, Conroy Boxhill, they spent so

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much time with me and growing me in those early

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days at my first agency job. They spent. hours

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with me just chatting how did we get that client

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how did we work through that crisis how did you

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handle when we really disappointed the ceo in

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this media plan execution and the amount that

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i got to learn by osmosis and directly from their

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time investment which is never guaranteed was

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the starting point of like a rocket ship of a

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career and i am so grateful to them for that

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i never could have known that that was important

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but since i got that the first time i always

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make sure I was also interviewing for the manager,

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not just for the job. I heard an expression one

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time, which was find yourself a manager who will

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speak your name in a room full of opportunities.

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And that was an epiphany for me early on before

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I even started my company. It literally just

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gave me chills. And like, you know, my previous

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boss at Bumble, Lidiani Jones, is the epitome

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of that person. And not just for you as a worker,

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but she also was just such an exemplary figure

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of a working mother, which Becca, I know that

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you will appreciate as well. Like she had these

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non -negotiables as a working mom that trickled

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down and in a company like Bumble, where you

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have so many women working there was so important,

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you know, non -negotiables. She never missed

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a birthday. So no work travel on her children's

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birthdays. She never missed the first or last

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day of school. And she always had dinner with

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her family, which made it a little hard to schedule

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APAC calls. I digress, but we had to work around

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that because those were her non -negotiables

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in order for her to be the successful executive

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and be a mom there for her children. And you

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know what? Now I have non -negotiables and now

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my team has non -negotiables. And even though

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they're not senior as she is, because she like

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stood that ground and made that like a norm within

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the company. Now people feel like I can set my

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Slack message to time with family. Call it urgent.

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No one ever calls. They don't call. They just

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know not to expect a response from you right

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away. And it's brilliant and it's tiny. And it's

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these little micro things that we can do for

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people to give that great example as a leader

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for our team and pair you as the agency leader.

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I hope you do the same thing. And I have no doubt

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that you do because you have a no asshole client

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rule. And I'm sure that that's the same as that

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you are. uh also a no asshole boss role i'm sure

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yeah well i was just going to say there's never

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been one time since i started this company almost

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five years now during the pandemic um that i've

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never emailed or slacked anyone uh on a weekend

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on a weekend night at night uh ever not once

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um it can no it can wait until until monday that's

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shocking to me i have to say but that's because

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Not one. Hats off to you for that. That was one,

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you know, thing that I got from Amy speaking

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of her again back in the day was like, if it

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can wait till tomorrow, it can wait till tomorrow.

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There will always be something else that you

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could do tonight. But if it can wait till tomorrow,

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it can wait till tomorrow. Well, the problem

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is if you can slack somebody on a Friday night

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or Saturday night and say, don't look at this

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until Monday. Well, guess what? They're already

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looking at it and they're thinking about it all

00:11:52.750 --> 00:11:55.889
goddamn weekend until Monday. So, right. It's

00:11:55.889 --> 00:11:57.509
like saying like, hey, do you have 15 minutes?

00:11:57.710 --> 00:11:59.870
People are like, oh my God, what is this call

00:11:59.870 --> 00:12:02.190
going to be about? Until that 15 minutes happens,

00:12:02.269 --> 00:12:04.470
people are like deer in headlights. Well, trigger

00:12:04.470 --> 00:12:07.950
the anxiety attack. I can't commit to never ever

00:12:07.950 --> 00:12:10.350
doing it in the future. So far, I have not had

00:12:10.350 --> 00:12:12.429
to do it. And I hope that I never do. It tells

00:12:12.429 --> 00:12:14.610
me you don't have a lot of crises at work, which

00:12:14.610 --> 00:12:17.789
is very nice for you. I have to say, we are fairly

00:12:17.789 --> 00:12:20.269
fortunate. We are not crisis free, but we don't

00:12:20.269 --> 00:12:22.710
have these all -encompassing crises that I've

00:12:22.710 --> 00:12:24.549
had in the bigger agency life. I was going to

00:12:24.549 --> 00:12:28.509
say, I had at least two jobs that I basically

00:12:28.509 --> 00:12:30.450
worked all weekend, every weekend, because there

00:12:30.450 --> 00:12:32.809
was never not a crisis. It was just constant

00:12:32.809 --> 00:12:37.009
crisis all the time. And man, that'll grind you

00:12:37.009 --> 00:12:40.220
to death. I have to ask, how did you do that?

00:12:40.279 --> 00:12:42.139
Cause working all weekend, every like, I'm trying

00:12:42.139 --> 00:12:44.039
to think of someone in off the record told me

00:12:44.039 --> 00:12:45.759
that, like, I don't know what I would say to

00:12:45.759 --> 00:12:48.039
them other than like, get another job. That's

00:12:48.039 --> 00:12:52.360
what happened. I mean, so I'm, I would say I'm

00:12:52.360 --> 00:12:55.500
probably a lot like you, um, as a leader and

00:12:55.500 --> 00:12:58.620
I advocate for people to have pretty strong boundaries

00:12:58.620 --> 00:13:03.360
in, um, You call them non -negotiables, but whatever

00:13:03.360 --> 00:13:05.879
they are, you should be allowed to have boundaries.

00:13:06.000 --> 00:13:08.620
No is an acceptable answer to things, right?

00:13:09.960 --> 00:13:14.320
Obviously, you need to learn where no is good

00:13:14.320 --> 00:13:16.860
and where no is bad. You have to learn the right

00:13:16.860 --> 00:13:20.539
to say no sometimes. I say no a few times, yeah.

00:13:21.019 --> 00:13:22.399
I don't even remember what I was going to talk

00:13:22.399 --> 00:13:24.700
about. What were you talking about? Like working

00:13:24.700 --> 00:13:26.379
all weekend. How did you do it? Oh, working all

00:13:26.379 --> 00:13:30.370
weekend, right. In this one job that I'm thinking

00:13:30.370 --> 00:13:33.210
of, I had a pretty large team. And part of the

00:13:33.210 --> 00:13:35.970
reason why I worked all weekend was to shield

00:13:35.970 --> 00:13:38.769
them from having to work all weekend. And that

00:13:38.769 --> 00:13:41.850
was the job that I learned that being a manager

00:13:41.850 --> 00:13:45.269
is 90 % emotional labor, right? Like that is

00:13:45.269 --> 00:13:49.129
such a huge piece of what my job was. And in

00:13:49.129 --> 00:13:51.509
that job is when I really realized that like...

00:13:51.950 --> 00:13:55.049
to your point i needed my job is to focus on

00:13:55.049 --> 00:13:58.169
the team and see what i can do to help them do

00:13:58.169 --> 00:14:00.889
their jobs grow in their careers blah blah blah

00:14:00.889 --> 00:14:04.830
blah blah and then my goal was to change things

00:14:04.830 --> 00:14:08.220
so that we could get rid of the constant weekend

00:14:08.220 --> 00:14:10.700
grind. But when you work somewhere where there's

00:14:10.700 --> 00:14:13.860
constant crises, you don't say something on this

00:14:13.860 --> 00:14:15.159
because this is something that I've been like

00:14:15.159 --> 00:14:17.120
noodling in my head and you bring it up by like

00:14:17.120 --> 00:14:19.500
my working all weekend was to like shield everyone

00:14:19.500 --> 00:14:22.000
else. So we're saying like these headlines about

00:14:22.000 --> 00:14:24.360
people that are eliminating this like manager

00:14:24.360 --> 00:14:26.799
class of people, which like, again, another reason

00:14:26.799 --> 00:14:28.379
for off the record, because you're going to have

00:14:28.379 --> 00:14:30.460
even less time with the boss to help you. But

00:14:30.460 --> 00:14:33.059
like, okay, my husband's in sales. He has a sales

00:14:33.059 --> 00:14:35.480
manager. His sales manager doesn't also have

00:14:35.480 --> 00:14:38.559
a quota. His sales manager's number one, two,

00:14:38.639 --> 00:14:41.720
three, four, and five job is to build up his

00:14:41.720 --> 00:14:44.480
sales team, manage the people and help them through

00:14:44.480 --> 00:14:46.559
getting the deals. But in comms, we don't do

00:14:46.559 --> 00:14:48.840
that. So you have a full -time job. And then

00:14:48.840 --> 00:14:50.419
you also have the full -time job of managing

00:14:50.419 --> 00:14:52.659
the people who also have their full -time job

00:14:52.659 --> 00:14:54.559
and then their full -time job of managing people.

00:14:54.820 --> 00:14:58.799
And that's just the, I don't know the solution

00:14:58.799 --> 00:15:00.679
to that. It's not like we're going to get more

00:15:00.679 --> 00:15:02.860
people because we have to like prove that AI.

00:15:03.399 --> 00:15:06.120
No, we had less people. Well, Harry's replacing

00:15:06.120 --> 00:15:08.559
his children and mother with AI, which Brill,

00:15:08.799 --> 00:15:12.940
by the way, very genius. I need a more sycophantic

00:15:12.940 --> 00:15:17.720
parents in my life. Grandma ran away. She had

00:15:17.720 --> 00:15:22.480
to run away. Anyway, so it's just that emotional

00:15:22.480 --> 00:15:24.960
labor. I remember when I first became a people

00:15:24.960 --> 00:15:28.000
manager and then COVID happened. I mean, I just

00:15:28.000 --> 00:15:30.539
remember just crying at the end of the day because

00:15:30.539 --> 00:15:36.370
it was just. 12 straight hours of being a therapist

00:15:36.370 --> 00:15:40.809
and then having my job to do after that too.

00:15:41.330 --> 00:15:43.210
And we don't talk about that enough. So thank

00:15:43.210 --> 00:15:44.870
you Becca for like talking about that and bringing

00:15:44.870 --> 00:15:47.190
that up and just kind of another reason of wanting

00:15:47.190 --> 00:15:49.330
to build this community is like, you're not alone.

00:15:49.809 --> 00:15:51.769
Like these are real big things you're dealing

00:15:51.769 --> 00:15:54.190
with. Honestly, I don't even think it's unique

00:15:54.190 --> 00:15:55.970
to comms. It's definitely not unique to sales

00:15:55.970 --> 00:15:57.889
and maybe the sales managers of my life will

00:15:57.889 --> 00:16:00.379
email me and say. Actually, we have a ton of

00:16:00.379 --> 00:16:02.240
emotional labor, too. And I'm sure that that's

00:16:02.240 --> 00:16:04.360
the case. But you don't also have a quota. So

00:16:04.360 --> 00:16:06.899
you don't also have this whole job. It's not

00:16:06.899 --> 00:16:10.500
like that's the thing is like the the the management

00:16:10.500 --> 00:16:13.360
of the team and the helping the team and all

00:16:13.360 --> 00:16:16.059
of that shouldn't be the afterthought when you

00:16:16.059 --> 00:16:18.240
have extra time, which in comms you have you

00:16:18.240 --> 00:16:20.779
don't have extra time. That should be part of

00:16:20.779 --> 00:16:24.490
the job description. And should be rewarded for

00:16:24.490 --> 00:16:26.029
you to spend the time. And it's not just like

00:16:26.029 --> 00:16:28.929
your weekly one -on -ones, which frankly, I think

00:16:28.929 --> 00:16:30.750
we should probably abolish one -on -ones and

00:16:30.750 --> 00:16:36.769
figure out a more productive way to have mentorship

00:16:36.769 --> 00:16:41.200
or build in, I guess, the... the leadership team

00:16:41.200 --> 00:16:44.700
pieces. Um, and I, I think, you know, large companies

00:16:44.700 --> 00:16:47.320
do it better, but you know, I've mostly worked

00:16:47.320 --> 00:16:49.759
at small scrappy places where it is literally

00:16:49.759 --> 00:16:54.539
just like you learn by doing. And, um, then I

00:16:54.539 --> 00:16:59.379
was, I was knocked off my feet by. the emotional

00:16:59.379 --> 00:17:02.620
labor aspect. No one had prepared me for that,

00:17:02.639 --> 00:17:05.359
I guess. And I'm an empath anyway. So yeah. And

00:17:05.359 --> 00:17:07.059
no one rewards you for it. I remember I said

00:17:07.059 --> 00:17:08.660
this one time and then someone repeated it back

00:17:08.660 --> 00:17:11.220
to me. So it like stuck was like, I never got

00:17:11.220 --> 00:17:13.420
promoted for the fact that I had no attrition.

00:17:13.660 --> 00:17:16.640
Like no one ever left my team and my team was

00:17:16.640 --> 00:17:19.140
happy and no one ever, I never got a bonus for

00:17:19.140 --> 00:17:21.319
that. I always use that as a data point too.

00:17:21.480 --> 00:17:24.380
I'm like, no one's ever quit my teams. Like,

00:17:24.380 --> 00:17:27.390
oh my God. Like why? I don't get anything. I

00:17:27.390 --> 00:17:28.869
don't get anything for that. Like you reward

00:17:28.869 --> 00:17:31.670
people. Like you said, sales gets rewarded for

00:17:31.670 --> 00:17:35.430
things like that, but we don't in comms. To your

00:17:35.430 --> 00:17:37.150
point though, you know what you get from that

00:17:37.150 --> 00:17:39.789
is you get people that at your next job, you

00:17:39.789 --> 00:17:41.970
can go and hire because they want to work. You

00:17:41.970 --> 00:17:43.990
are a magnet. You take them with you to and fro.

00:17:44.190 --> 00:17:48.210
I mean, I, yes, that, and that is not nothing.

00:17:48.269 --> 00:17:49.930
Like, I think part of the reason I've been so

00:17:49.930 --> 00:17:52.369
successful was because I had like a bench of

00:17:52.369 --> 00:17:55.750
amazing people to call on. And a future job.

00:17:55.849 --> 00:17:59.190
Yeah. And they're like, yes. So important. And

00:17:59.190 --> 00:18:02.470
like delineates, like good bosses from not great

00:18:02.470 --> 00:18:04.990
bosses. Yeah. I don't want to say bad bosses,

00:18:05.049 --> 00:18:08.670
but we've all had a bad boss too. Is like, my

00:18:08.670 --> 00:18:12.089
value is not that I'm good. It's that my team

00:18:12.089 --> 00:18:16.450
is good. Team is good. I know. Sorry, go ahead.

00:18:16.609 --> 00:18:18.410
No, if they can't stand in front of leadership

00:18:18.410 --> 00:18:21.680
and be. excellent. And I have to like jump in

00:18:21.680 --> 00:18:24.119
or take credit for their work. You vom never

00:18:24.119 --> 00:18:27.140
going to do that. Like my value is in them. And

00:18:27.140 --> 00:18:30.240
sometimes some CEOs and executive leaderships

00:18:30.240 --> 00:18:31.460
don't see that. And I say, well, what are you

00:18:31.460 --> 00:18:33.359
doing? If your team is doing all of this, like,

00:18:33.420 --> 00:18:35.599
no, no, no, no. Again, finding a great boss.

00:18:35.660 --> 00:18:37.319
Like you need to find an exec leadership team

00:18:37.319 --> 00:18:40.660
who sees the value of your team rising and being

00:18:40.660 --> 00:18:42.440
able to do so much because like. What if I get

00:18:42.440 --> 00:18:45.660
hit by a boss? What if I want a bus? You don't

00:18:45.660 --> 00:18:47.380
see the value you bring in terms of building

00:18:47.380 --> 00:18:49.380
that team until they see you in action at another

00:18:49.380 --> 00:18:53.740
table. And to your point, you don't get rewarded

00:18:53.740 --> 00:18:55.680
for building a team that never leaves you. Well,

00:18:55.799 --> 00:18:57.519
guess what? Eventually you're going to leave

00:18:57.519 --> 00:18:59.319
and they see you kicking ass somewhere else.

00:18:59.339 --> 00:19:01.440
And they're like, ah, I could have stopped that.

00:19:01.500 --> 00:19:03.599
I could have rewarded that, but it's a little

00:19:03.599 --> 00:19:05.640
too little, a little too late. So I want to ask

00:19:05.640 --> 00:19:07.759
you a question about the community here again.

00:19:09.099 --> 00:19:11.279
PR comms, I think, is a little unique in the

00:19:11.279 --> 00:19:13.559
sense that especially during COVID and since

00:19:13.559 --> 00:19:17.420
everyone is a bit of an island and they don't

00:19:17.420 --> 00:19:19.259
have that mentorship and they don't have that

00:19:19.259 --> 00:19:21.099
osmosis and they don't have those water cooler

00:19:21.099 --> 00:19:23.440
conversations or those swivel chair moments.

00:19:24.539 --> 00:19:27.599
Is part of this community almost like therapy

00:19:27.599 --> 00:19:29.460
for the people who need it? And I don't mean

00:19:29.460 --> 00:19:33.220
that in a trite sort of throwaway line way. It

00:19:33.220 --> 00:19:35.839
kind of feels like that is a piece of this is

00:19:35.839 --> 00:19:38.640
people need to almost commiserate. with other

00:19:38.640 --> 00:19:42.440
people about the multi -headed hydra of a challenge

00:19:42.440 --> 00:19:44.460
that's coming at us right now in terms of shrinking

00:19:44.460 --> 00:19:49.359
media, AI, outlandish expectations, like all

00:19:49.359 --> 00:19:51.640
of that. Are you viewing it through that lens

00:19:51.640 --> 00:19:54.319
at all? Or is that me putting onto your community

00:19:54.319 --> 00:19:57.799
something that doesn't exist? I want it to be

00:19:57.799 --> 00:20:00.900
what the members need it to be. And I think that

00:20:00.900 --> 00:20:03.940
the part, it's interesting, yes, to answer your

00:20:03.940 --> 00:20:07.039
question very simply. But like a lot of my time

00:20:07.039 --> 00:20:09.740
right now is spent planning these monthly workshops

00:20:09.740 --> 00:20:11.799
or masterclasses and building out the template

00:20:11.799 --> 00:20:13.779
library. And, you know, there's a lot of time

00:20:13.779 --> 00:20:16.980
intensity in making all of those plans. But I

00:20:16.980 --> 00:20:19.519
think that actually six months from now, when

00:20:19.519 --> 00:20:21.140
I serve in the members and they say, what's going

00:20:21.140 --> 00:20:23.000
to be the most valuable part of it, it's going

00:20:23.000 --> 00:20:25.240
to be each other. It's not going to be me. It's

00:20:25.240 --> 00:20:27.420
going to be connecting with the other like -minded

00:20:27.420 --> 00:20:30.740
people, finding that commissary support that

00:20:30.740 --> 00:20:35.039
it's not just me type of, you know. moments within

00:20:35.039 --> 00:20:37.539
that literal community, the literal technology

00:20:37.539 --> 00:20:39.660
that connects the people together, that allows

00:20:39.660 --> 00:20:43.380
them to chat, message, call, come together. And

00:20:43.380 --> 00:20:47.440
I can only bring the people to the table. They're

00:20:47.440 --> 00:20:49.319
the ones who are going to make it great. And

00:20:49.319 --> 00:20:51.180
that's why this is like an organism that's going

00:20:51.180 --> 00:20:54.640
to be oxygenated and created better by the types

00:20:54.640 --> 00:20:57.339
of people that it attracts, which Perry and Becca,

00:20:57.440 --> 00:21:00.099
I think you guys have paved the way for people

00:21:00.099 --> 00:21:02.839
like me to be like this. I am just being 100

00:21:02.839 --> 00:21:07.200
% authentically myself. I want to attract the

00:21:07.200 --> 00:21:10.539
type of membership who vibes with what I have

00:21:10.539 --> 00:21:13.380
to give because I don't want to code switch.

00:21:13.519 --> 00:21:16.779
I don't want to filter. I just want to 100 %

00:21:16.779 --> 00:21:21.539
do and be me. I think that's going to attract

00:21:21.539 --> 00:21:24.819
people like you both and like me and, you know,

00:21:24.839 --> 00:21:27.940
these, this rising kind of cohort of comms leaders

00:21:27.940 --> 00:21:30.019
soon to be leaders about to be leaders, want

00:21:30.019 --> 00:21:33.140
to be leaders, et cetera. And, um, they're going

00:21:33.140 --> 00:21:34.799
to get a lot out of each other for that. So just

00:21:34.799 --> 00:21:37.819
like, if, if you guys are hearing this and you

00:21:37.819 --> 00:21:40.099
like, like Perry and you like Becca and you like

00:21:40.099 --> 00:21:41.619
what you hear from me, like there's a lot of

00:21:41.619 --> 00:21:43.579
us here and like, hopefully we can come together

00:21:43.579 --> 00:21:45.619
in a place like off the record or, you know,

00:21:45.619 --> 00:21:48.299
other communities that exist in comms and you

00:21:48.299 --> 00:21:51.400
can get that support. um perry i'll never forget

00:21:51.400 --> 00:21:59.599
multi -headed hydra yes yes yes i i think also

00:21:59.599 --> 00:22:01.359
and i've been talking a lot about this lately

00:22:01.359 --> 00:22:02.940
and i actually think i just wrote a post about

00:22:02.940 --> 00:22:04.539
it but i write post in the middle of the night

00:22:04.539 --> 00:22:09.539
and then don't remember it community is the vehicle

00:22:09.539 --> 00:22:12.059
for everything now right now like everybody is

00:22:12.720 --> 00:22:16.559
I'm not a joiner. I mean, I look like I'm a joiner

00:22:16.559 --> 00:22:18.900
because I do a lot of stuff. But if somebody's

00:22:18.900 --> 00:22:20.960
like, hey, do you want to join the Pickleball

00:22:20.960 --> 00:22:23.359
League? I'm a hard no on that just because I

00:22:23.359 --> 00:22:26.920
don't like having things like that schedule in

00:22:26.920 --> 00:22:30.359
addition to all of my other things. But I found

00:22:30.359 --> 00:22:33.839
in the past two years, I am joining a ton of

00:22:33.839 --> 00:22:36.539
communities and I am active in them. And that

00:22:36.539 --> 00:22:39.940
is not me usually. And the reason why is because

00:22:40.619 --> 00:22:44.500
We need that right now. And when I need a agency,

00:22:44.799 --> 00:22:47.640
I'm going to go ask my community first before

00:22:47.640 --> 00:22:50.700
I go out, or I need to hire somebody, which right

00:22:50.700 --> 00:22:53.559
now I am hiring. Guess who I'm asking first?

00:22:53.700 --> 00:22:56.319
Everybody in my communities behind closed doors,

00:22:56.400 --> 00:22:59.039
because that is off the record. That's the safe

00:22:59.039 --> 00:23:01.039
space. Those are the people that I know and trust

00:23:01.039 --> 00:23:04.819
that have been curated that, you know. If I need

00:23:04.819 --> 00:23:06.559
a specific thing, it's for this community. If

00:23:06.559 --> 00:23:08.039
I need something else, it's that community. And

00:23:08.039 --> 00:23:11.099
I know exactly the place to go for the thing

00:23:11.099 --> 00:23:13.299
that I need. And it's not just one. I don't just

00:23:13.299 --> 00:23:15.279
have the one community, right? Like I have a

00:23:15.279 --> 00:23:18.519
cybersecurity marketing community. I have a VC

00:23:18.519 --> 00:23:21.640
marketing community. I have a just general CMO.

00:23:21.759 --> 00:23:24.279
And like those things really matter. And to your

00:23:24.279 --> 00:23:26.779
point, having the one that is for communications

00:23:26.779 --> 00:23:32.609
people who are. looking for community, there's,

00:23:32.609 --> 00:23:34.369
there's a thing, there's an appetite there. Yeah.

00:23:34.450 --> 00:23:36.930
Yeah. And we're all seeing like the rise of the

00:23:36.930 --> 00:23:39.730
group chat, you know, as like being the trusted

00:23:39.730 --> 00:23:42.329
source of information, you know, Becca and Perry,

00:23:42.369 --> 00:23:44.809
you probably have this too, but like the parents

00:23:44.809 --> 00:23:48.530
of the kids, my daughter is in school with. is

00:23:48.530 --> 00:23:50.849
probably my favorite group chat. Like you need

00:23:50.849 --> 00:23:53.750
a landscaper or you need, you know, a donation

00:23:53.750 --> 00:23:56.509
or you need support on something like that is

00:23:56.509 --> 00:23:58.329
the place people go. And it is such a lovely

00:23:58.329 --> 00:24:00.289
space and place. And we've had that in our personal

00:24:00.289 --> 00:24:02.970
lives for a long time. And now that we've lost

00:24:02.970 --> 00:24:04.809
the work bestie, we've lost that person we go

00:24:04.809 --> 00:24:07.170
to lunch with. We don't like walk to coffee down

00:24:07.170 --> 00:24:08.789
the street with people anymore because we're

00:24:08.789 --> 00:24:12.369
not in the office. We gotta build it and work.

00:24:12.450 --> 00:24:13.910
And it's great to hear that you're a part of

00:24:13.910 --> 00:24:15.869
a lot. And like, kind of to that point, you said

00:24:15.869 --> 00:24:17.329
you have the VC one, you have the marketing one,

00:24:17.390 --> 00:24:20.289
like, There's space for a lot of these places

00:24:20.289 --> 00:24:25.069
in comms too. And appetite for it. Yes. It's

00:24:25.069 --> 00:24:27.230
not like it's too saturated right now. Like if

00:24:27.230 --> 00:24:28.789
people say that, right, like there's a community

00:24:28.789 --> 00:24:30.650
for everything and there's, and it's like, I

00:24:30.650 --> 00:24:32.650
don't know, I have a need for things that don't

00:24:32.650 --> 00:24:34.970
exist yet. So there's white space there. You've

00:24:34.970 --> 00:24:38.329
got to find the one that fits with what you are

00:24:38.329 --> 00:24:40.589
looking for. And there are some communities that

00:24:40.589 --> 00:24:43.650
are, yeah, for your vibe. your vibe and i mean

00:24:43.650 --> 00:24:45.609
sorry i interrupted you but like that was what

00:24:45.609 --> 00:24:47.589
you said earlier is like you don't need to be

00:24:47.589 --> 00:24:49.329
everything to everyone because there's a different

00:24:49.329 --> 00:24:52.569
comms community who's going to be the like buttoned

00:24:52.569 --> 00:24:58.589
up whatever boring one i wrote a linkedin post

00:24:58.589 --> 00:25:00.490
a few days ago like almost every topic i've written

00:25:00.490 --> 00:25:02.170
the post on so i can always like oh i wrote a

00:25:02.170 --> 00:25:04.369
post about that but but i wrote a post about

00:25:04.369 --> 00:25:07.559
how um people might be surprised to learn that

00:25:07.559 --> 00:25:09.579
I've never been a part of like PR associations.

00:25:10.319 --> 00:25:12.599
I don't subscribe to PR week. Like I don't do

00:25:12.599 --> 00:25:14.380
all this sort of like corporate stuff, which

00:25:14.380 --> 00:25:16.299
is not a knock on it. It's just never been my

00:25:16.299 --> 00:25:19.279
safe space. And I've always kind of been outside

00:25:19.279 --> 00:25:21.099
of those lines. And I guess what I'm saying about

00:25:21.099 --> 00:25:23.460
this group that you're making is it seems a little

00:25:23.460 --> 00:25:25.880
bit more about like my kind of jam where I don't

00:25:25.880 --> 00:25:28.539
want the stuffiness of everybody looking at name

00:25:28.539 --> 00:25:30.880
placards and trying to schmooze and like work

00:25:30.880 --> 00:25:32.940
their way up a ladder. I want to just have real,

00:25:33.059 --> 00:25:35.980
to your point, authentic and just. honest conversations

00:25:35.980 --> 00:25:38.559
about, let's face it, the plight that many of

00:25:38.559 --> 00:25:41.180
us feel we're in at this moment in time. And

00:25:41.180 --> 00:25:43.359
I think that's a refreshing thing that the corporate

00:25:43.359 --> 00:25:46.619
stuff can't really offer you. Yeah. And Perry,

00:25:46.720 --> 00:25:49.319
to your point on that, and I read that post and

00:25:49.319 --> 00:25:53.380
I was like, yeah, me too. Because it's funny,

00:25:53.519 --> 00:25:55.660
I could show you the screenshot text messages

00:25:55.660 --> 00:25:59.059
of reaching out to mentors and previous bosses

00:25:59.059 --> 00:26:00.900
and chief communications officers being like,

00:26:00.980 --> 00:26:04.259
I'm struggling. i don't know what to do next

00:26:04.259 --> 00:26:07.079
i'm not sure like i'm i'm the head of comms at

00:26:07.079 --> 00:26:09.660
this company i like a lot of pressure is on me

00:26:09.660 --> 00:26:13.740
there's a multi -headed hydra of crisis pillowing

00:26:13.740 --> 00:26:16.740
on me every single day like where do i go who

00:26:16.740 --> 00:26:19.779
do i turn to And no one has a response. And so

00:26:19.779 --> 00:26:22.259
it's like, I built this because I needed it.

00:26:22.420 --> 00:26:24.619
I needed a place in a space where I could go,

00:26:24.660 --> 00:26:27.099
where I could be vulnerable, where I could ask,

00:26:27.160 --> 00:26:29.079
like, I don't even want to say dumb questions,

00:26:29.119 --> 00:26:31.660
but be like, yeah, I may be VP. I may have been

00:26:31.660 --> 00:26:33.400
VP of communications at Bumble, but that doesn't

00:26:33.400 --> 00:26:37.130
mean I wasn't Googling like how to do. Like what

00:26:37.130 --> 00:26:40.089
to do now, right? Like, yeah, like things just

00:26:40.089 --> 00:26:42.410
got, even when I was at Bumble, you know, at

00:26:42.410 --> 00:26:44.569
a certain point, you know, the CMO was on maternity

00:26:44.569 --> 00:26:47.450
leave. I took over influencer, social, celebrity,

00:26:47.670 --> 00:26:52.049
brand activations, and like physical, you know,

00:26:52.049 --> 00:26:54.150
pop -ups like at the US Open. And I was like,

00:26:54.289 --> 00:26:57.990
can I say something though to that point, what

00:26:57.990 --> 00:27:00.349
you just said? And I feel this way about AI right

00:27:00.349 --> 00:27:05.740
now. Like we, you and I were both. heads of comms

00:27:05.740 --> 00:27:08.279
at companies, right? We are the first heads of

00:27:08.279 --> 00:27:11.579
comms ever to exist in the landscape that we

00:27:11.579 --> 00:27:13.640
live in right now. So literally no one has ever

00:27:13.640 --> 00:27:16.019
done this job. And I feel like we need to remind

00:27:16.019 --> 00:27:18.000
ourselves of that because like we're looking

00:27:18.000 --> 00:27:20.519
around for help, but like we are the people who

00:27:20.519 --> 00:27:23.640
are the experts at this because nobody has ever

00:27:23.640 --> 00:27:26.140
had this job before. The experts don't know.

00:27:26.339 --> 00:27:30.279
You're building the plane as you fly it. Nobody

00:27:30.279 --> 00:27:32.819
knows shit about AI. The people who are the experts

00:27:32.819 --> 00:27:35.359
are just the ones who are talking about how they're

00:27:35.359 --> 00:27:37.240
using it, right? I mean, there are some people

00:27:37.240 --> 00:27:39.309
who are experts by - trade and whatever, whatever.

00:27:39.450 --> 00:27:41.670
But like the marketing leaders who I see who

00:27:41.670 --> 00:27:44.269
are, you know, doing keynotes about AI, they're

00:27:44.269 --> 00:27:46.670
not an expert at AI. They're just sharing how

00:27:46.670 --> 00:27:49.150
they're using it because they are using it. And

00:27:49.150 --> 00:27:50.990
I feel like that's how we need to look at what

00:27:50.990 --> 00:27:53.269
our jobs are now is like, we're the ones paving

00:27:53.269 --> 00:27:55.289
the path. And what you're doing is so awesome

00:27:55.289 --> 00:27:58.390
because you are saying, I just walked this road

00:27:58.390 --> 00:28:01.369
and now I'm going to help you all as you're walking

00:28:01.369 --> 00:28:03.849
your road, because these are the pain points

00:28:03.849 --> 00:28:05.809
that I saw, but like, nobody has been in this

00:28:05.809 --> 00:28:09.539
job. And because no one has been in it, it doesn't

00:28:09.539 --> 00:28:12.819
mean that I am the foremost authority on AI and

00:28:12.819 --> 00:28:14.599
comms. There's a good chance that there's some

00:28:14.599 --> 00:28:16.940
assistant account executive, you know, at an

00:28:16.940 --> 00:28:18.960
agency who's using it far better than all of

00:28:18.960 --> 00:28:20.680
us. Like let's raise up their voice. Let's in

00:28:20.680 --> 00:28:22.819
a community that off the record can help them

00:28:22.819 --> 00:28:26.299
do that. I'm going to learn more, far more than

00:28:26.299 --> 00:28:29.400
that. When you're a senior leader, like you're,

00:28:29.400 --> 00:28:31.500
you don't have as many opportunities to learn.

00:28:31.559 --> 00:28:33.619
And like, I actually get frustrated sometimes

00:28:33.619 --> 00:28:36.460
because you know, I want a team that will push

00:28:36.460 --> 00:28:38.180
back and challenge and whatever, because otherwise

00:28:38.180 --> 00:28:42.140
it's just me up there alone, like telling people

00:28:42.140 --> 00:28:44.579
to do things. I'm not learning anything anymore.

00:28:44.720 --> 00:28:47.059
If that's the case, I'm just sitting on my throne,

00:28:47.140 --> 00:28:49.759
barking orders and like, what's fun in that,

00:28:49.859 --> 00:28:52.960
you know? Absolutely. And I even, I'm talking

00:28:52.960 --> 00:28:55.700
about this in my free masterclass that I'm doing,

00:28:55.759 --> 00:28:57.900
which is on like growing as a comms leader and

00:28:57.900 --> 00:28:59.400
like kind of the secrets that I've learned along

00:28:59.400 --> 00:29:04.339
the way and pushing back on your leader. is such

00:29:04.339 --> 00:29:07.440
a scary thing to do but i promise you it is the

00:29:07.440 --> 00:29:09.279
most brilliant move that you can make because

00:29:09.279 --> 00:29:11.059
just because they're in charge doesn't mean they

00:29:11.059 --> 00:29:13.619
can see everything you can from your seat that's

00:29:13.619 --> 00:29:15.519
why you're there that's why you're in that seat

00:29:15.519 --> 00:29:18.700
and like um one of the best direct reports i've

00:29:18.700 --> 00:29:20.880
ever had in my life speaking of one -on -ones

00:29:20.880 --> 00:29:23.079
becca she did a good job at one -on -ones like

00:29:23.079 --> 00:29:26.119
she used them as debate opportunities where i

00:29:26.119 --> 00:29:28.059
would be like hey like you don't need to spend

00:29:28.059 --> 00:29:29.720
as much time on that like i know everyone let's

00:29:29.720 --> 00:29:31.920
look over here and she's like Here's all these

00:29:31.920 --> 00:29:33.900
things you haven't thought about before. I learned

00:29:33.900 --> 00:29:36.859
so much from her. And I attribute so much of

00:29:36.859 --> 00:29:38.480
my success from learning from her, even though

00:29:38.480 --> 00:29:40.440
I was her boss. There's no ego here. We're all

00:29:40.440 --> 00:29:43.420
just trying to be better. And I definitely spoke

00:29:43.420 --> 00:29:47.420
her name in rooms of opportunity, no doubt. Like

00:29:47.420 --> 00:29:49.380
I said, I'm hiring right now. And one of my main

00:29:49.380 --> 00:29:52.400
bullets is I need somebody who's going to be

00:29:52.400 --> 00:29:54.259
a thought partner to me, who's actually going

00:29:54.259 --> 00:29:57.720
to bring ideas and share with me or say, no,

00:29:57.759 --> 00:30:00.200
that's stupid. Let's not do that because X, Y,

00:30:00.220 --> 00:30:05.599
or Z. Have an opinion, damn it. I've always said,

00:30:05.700 --> 00:30:07.500
and you guys, I'm sure would agree that the client

00:30:07.500 --> 00:30:09.660
isn't always right. And in fact, if they are,

00:30:09.799 --> 00:30:11.660
why would they need you? Like, what is the point

00:30:11.660 --> 00:30:13.980
of that? And thought partner is a great way to

00:30:13.980 --> 00:30:15.940
say that we're on equal footing here. I'm not

00:30:15.940 --> 00:30:17.680
looking to be anyone's vendor. I'm looking to

00:30:17.680 --> 00:30:19.420
be your partner. And the moment that trust is

00:30:19.420 --> 00:30:21.359
broken, I think we don't have much left, right?

00:30:22.319 --> 00:30:24.359
You hire someone to be an expert at something,

00:30:24.619 --> 00:30:27.500
right? Like, that's the point. Like, they bring

00:30:27.500 --> 00:30:30.240
expertise. So I don't know. It drives me nuts.

00:30:30.339 --> 00:30:33.400
So I want to talk a little bit about the AI world

00:30:33.400 --> 00:30:36.140
again, because I think there's a confluence of

00:30:36.140 --> 00:30:38.839
two things that are uniquely interesting as it

00:30:38.839 --> 00:30:43.180
relates to your community, Gab, which is, so

00:30:43.180 --> 00:30:45.619
I've recently been on the bandwagon about AI,

00:30:45.660 --> 00:30:47.200
talking about how it's actually an opportunity

00:30:47.200 --> 00:30:49.900
in this, like, world of horror that we have.

00:30:50.910 --> 00:30:54.089
Large language models actually prioritize earned

00:30:54.089 --> 00:30:59.890
media over paid and over owned. And they prioritize

00:30:59.890 --> 00:31:03.750
also communities. So the community piece is actually

00:31:03.750 --> 00:31:05.750
interesting for people. And I think we're seeing

00:31:05.750 --> 00:31:07.609
more and more people gravitate toward communities

00:31:07.609 --> 00:31:09.849
just organically, but it's going to ultimately

00:31:09.849 --> 00:31:11.809
help with their personal brand and elevate their

00:31:11.809 --> 00:31:14.589
company brand. But AI might just be an opportunity

00:31:14.589 --> 00:31:19.130
for those of us who are. you know, feeling chagrin

00:31:19.130 --> 00:31:21.509
about the lack of opportunity if we look at it

00:31:21.509 --> 00:31:23.150
through the lens of earned media and community.

00:31:23.369 --> 00:31:25.470
And those two things together can be really,

00:31:25.529 --> 00:31:27.450
really, really powerful. And I'm just wondering,

00:31:27.549 --> 00:31:29.430
to what extent have you thought about the AI

00:31:29.430 --> 00:31:32.430
piece as it relates to your community? Is there

00:31:32.430 --> 00:31:34.210
like a track or is there like sort of like a

00:31:34.210 --> 00:31:35.990
wing of your community where you're going to

00:31:35.990 --> 00:31:38.289
be focusing on that issue? Or is it still too

00:31:38.289 --> 00:31:42.450
new to say? So interestingly, yesterday, I heard

00:31:42.450 --> 00:31:44.109
a panel where they said something like there's

00:31:44.109 --> 00:31:46.559
no such thing as a tech reporter anymore. And

00:31:46.559 --> 00:31:48.779
there's only AI reporters. And now it's almost

00:31:48.779 --> 00:31:51.579
like so much that it's all AI that now they're

00:31:51.579 --> 00:31:53.339
just back to be calling tech reporters again.

00:31:53.660 --> 00:31:55.859
And so I kind of think about that way. It's like,

00:31:55.920 --> 00:31:58.839
there's nothing that's not AI right now. But

00:31:58.839 --> 00:32:00.599
Perry, now you've given me some ideas because

00:32:00.599 --> 00:32:03.599
I had ideas. Like my initial vision was that

00:32:03.599 --> 00:32:05.039
when you joined off the record, you would get

00:32:05.039 --> 00:32:07.160
access to all these custom GPTs that would help

00:32:07.160 --> 00:32:08.940
like you easily build a briefing book or something.

00:32:09.140 --> 00:32:11.180
And I had to like, I had too many things and

00:32:11.180 --> 00:32:12.960
I had to like trim them down and like focus on

00:32:12.960 --> 00:32:14.500
what I could launch. And I could always launch

00:32:14.500 --> 00:32:17.339
other things later. But I never thought about

00:32:17.339 --> 00:32:21.819
actually using the actual community as a learning

00:32:21.819 --> 00:32:25.460
data source for a owned kind of off the record

00:32:25.460 --> 00:32:27.700
AI bot that you could talk to in the same way

00:32:27.700 --> 00:32:30.380
that like ChatGPT pulls from Reddit to give you

00:32:30.380 --> 00:32:33.400
responses. So thanks for the business idea. Appreciate

00:32:33.400 --> 00:32:35.839
it. I have an idea for you also, by the way.

00:32:37.130 --> 00:32:39.730
why don't you have a place where people in the

00:32:39.730 --> 00:32:41.869
community can share GPTs? So you guys can build

00:32:41.869 --> 00:32:43.289
them for each other and share them with each

00:32:43.289 --> 00:32:46.069
other, like a GPT library repository that are

00:32:46.069 --> 00:32:48.109
like comms focused. Obviously you'll have the

00:32:48.109 --> 00:32:50.769
ones you provide, but then make it a peer sharing

00:32:50.769 --> 00:32:55.190
situation. Yes. And that is the strategy I had

00:32:55.190 --> 00:32:57.069
for the template library. So I have a couple

00:32:57.069 --> 00:32:58.329
that will be ready and I'm going to do a new

00:32:58.329 --> 00:33:02.299
drop every month, like a kit. you know, an internal

00:33:02.299 --> 00:33:04.119
comms kit that has like, you know, top to bottom,

00:33:04.180 --> 00:33:06.440
like start the template. But what I really think

00:33:06.440 --> 00:33:08.480
is going to be valuable is the community contributions

00:33:08.480 --> 00:33:11.720
to the template library. And now we're going

00:33:11.720 --> 00:33:13.799
to open up to GPTs as well, or at least prompts

00:33:13.799 --> 00:33:16.559
or something that people can use so they can

00:33:16.559 --> 00:33:18.720
just like speed up their work and have more time

00:33:18.720 --> 00:33:20.279
doing the things that they actually love to do,

00:33:20.319 --> 00:33:21.660
either in their job or in their personal life.

00:33:22.140 --> 00:33:23.680
One thing that you might want to consider if

00:33:23.680 --> 00:33:25.799
you haven't already, and you may have, do you

00:33:25.799 --> 00:33:28.220
know Dave Gerhardt and his exit five community?

00:33:28.359 --> 00:33:32.980
It's for B2B marketers specifically. And it's

00:33:32.980 --> 00:33:37.500
as heavy on SAS specifically, but one of the

00:33:37.500 --> 00:33:39.339
things that he has done all along, I've always

00:33:39.339 --> 00:33:41.220
thought was really super brilliant was say to

00:33:41.220 --> 00:33:43.220
the people that would potentially join his communities.

00:33:43.240 --> 00:33:45.319
Like, and by the way, just tell your job that

00:33:45.319 --> 00:33:48.740
you're joining a community for B2B and you can

00:33:48.740 --> 00:33:51.900
expense it. Meaning. You just go to your, go

00:33:51.900 --> 00:33:53.880
to your employer and they'll get you in that

00:33:53.880 --> 00:33:56.039
community with their blessing, pay for it. So

00:33:56.039 --> 00:33:58.980
it's on them. And it's a learning experience,

00:33:59.240 --> 00:34:00.980
which it is. And it's kind of a win -win for

00:34:00.980 --> 00:34:05.380
everyone. So it absolutely falls within learning

00:34:05.380 --> 00:34:07.519
and development budgets. I have a template that

00:34:07.519 --> 00:34:09.719
people can download to send to their boss to

00:34:09.719 --> 00:34:12.460
get them to pay for it. And, you know, actually

00:34:12.460 --> 00:34:14.300
like that kind of brings me to pricing, which

00:34:14.300 --> 00:34:16.940
like was. the most challenging part and at least

00:34:16.940 --> 00:34:18.659
to get started like you just got to start somewhere

00:34:18.659 --> 00:34:20.719
and then you can evolve as time goes perry i'm

00:34:20.719 --> 00:34:22.440
sure you've discovered this in your agency fee

00:34:22.440 --> 00:34:25.280
structure as well but like i wanted it to be

00:34:25.280 --> 00:34:27.420
a number that could easily be covered by an l

00:34:27.420 --> 00:34:30.099
d budget but also like that wouldn't be too painful

00:34:30.099 --> 00:34:32.400
out of pocket if someone wanted to pay for or

00:34:32.400 --> 00:34:35.059
needed to pay for it and then as i was thinking

00:34:35.059 --> 00:34:36.880
and reflecting and becca reading like a lot of

00:34:36.880 --> 00:34:39.219
your content about how still the job market is

00:34:39.219 --> 00:34:42.420
really hard for a lot of people i'm also going

00:34:42.420 --> 00:34:44.019
to do something called like a job loss protection

00:34:44.019 --> 00:34:46.880
so like if you lose your job for any reason um

00:34:46.880 --> 00:34:49.079
no questions asked your next three months are

00:34:49.079 --> 00:34:51.440
free like i'm just gonna cover it because you

00:34:51.440 --> 00:34:53.460
shouldn't have to lose your community when you've

00:34:53.460 --> 00:34:55.039
also lost your job and there's a good chance

00:34:55.039 --> 00:34:56.739
your job paid for this and now you don't have

00:34:56.739 --> 00:35:00.739
an income and now you know so i just Sorry to

00:35:00.739 --> 00:35:02.500
interrupt. What about for people who don't have

00:35:02.500 --> 00:35:05.400
jobs who want to join? Like, do you have, let's

00:35:05.400 --> 00:35:08.559
give them their first three months. And it's

00:35:08.559 --> 00:35:10.760
like, cause again, you know, it's communities

00:35:10.760 --> 00:35:13.019
are great from the people that are inside them.

00:35:13.300 --> 00:35:17.440
And I want to, you know, um, there's not a lot

00:35:17.440 --> 00:35:20.579
that I will take from the Facebook model, but

00:35:20.579 --> 00:35:22.679
what I will take is that there's so much value

00:35:22.679 --> 00:35:25.460
in, in getting people bought in on the idea and

00:35:25.460 --> 00:35:28.699
then sort of figuring out like the strategy later.

00:35:29.230 --> 00:35:31.210
the people who are most motivated to join communities

00:35:31.210 --> 00:35:32.769
are the people who are looking for jobs do you

00:35:32.769 --> 00:35:34.650
know what i mean so like also if that is like

00:35:34.650 --> 00:35:36.730
that's a good pipeline for you come have your

00:35:36.730 --> 00:35:38.969
first three months for free once you get a job

00:35:38.969 --> 00:35:41.489
get your work to pay for it you're in now like

00:35:41.489 --> 00:35:44.170
plus they can network with each other help find

00:35:44.170 --> 00:35:47.329
future employers testimonial gold i mean they're

00:35:47.329 --> 00:35:50.739
in your community getting jobs I know. I love

00:35:50.739 --> 00:35:52.900
it. I want to come visit your community sometime.

00:35:53.099 --> 00:35:56.940
So please. Please do. Like, yes, you will both.

00:35:57.019 --> 00:36:01.420
Can I get like a free pass to come visit? Oh,

00:36:01.420 --> 00:36:04.320
absolutely. And we do a workshop, a masterclass

00:36:04.320 --> 00:36:06.199
of training, or just like a Becca love session.

00:36:08.170 --> 00:36:10.150
LinkedIn -ing, not being cobbler's children,

00:36:10.570 --> 00:36:13.750
whatever it is. And Perry, I know that's actually

00:36:13.750 --> 00:36:15.909
how I originally reached out about this is I

00:36:15.909 --> 00:36:18.030
was like, will you come to a workshop with us?

00:36:18.150 --> 00:36:21.329
I have all these ideas. Also, the podcast is

00:36:21.329 --> 00:36:23.110
great. Could I come on it? And you're like, yes.

00:36:23.130 --> 00:36:25.730
So I appreciate that. Hell to the yeah. Get on

00:36:25.730 --> 00:36:27.769
here. Hell to the yeah. This is a perfect segue

00:36:27.769 --> 00:36:30.329
because I'm going to move to our creepy end questions.

00:36:30.670 --> 00:36:34.090
No, they're not creepy. Only one creepy question.

00:36:34.269 --> 00:36:36.909
All right. One or two of them are a little creepy,

00:36:37.050 --> 00:36:40.460
but in a good way. oh god rapid fire as we like

00:36:40.460 --> 00:36:42.719
to call them not creepy questions although i

00:36:42.719 --> 00:36:46.539
guess we could rebrand them as such so are you

00:36:46.539 --> 00:36:50.400
ready let's go okay what is a myth or misconception

00:36:50.400 --> 00:36:55.719
about communications that drives you crazy i

00:36:55.719 --> 00:36:58.239
know you asked this one a lot and i should have

00:36:58.239 --> 00:37:00.840
been more prepared because like A hilarious thing

00:37:00.840 --> 00:37:03.119
that's happened to me in this, and I'm not answering

00:37:03.119 --> 00:37:04.659
the question yet. I know it's called rapid fire,

00:37:04.719 --> 00:37:07.659
but here I go with a long answer. I haven't been

00:37:07.659 --> 00:37:10.840
doing like the level of prep that I make my executives.

00:37:11.260 --> 00:37:15.579
Never, never. We waste that energy on our executives

00:37:15.579 --> 00:37:19.260
for sure. I think, I think anything that expects

00:37:19.260 --> 00:37:21.880
a level of measurement similar to marketing absolutely

00:37:21.880 --> 00:37:25.360
drives me crazy. I am though on a mission to,

00:37:25.400 --> 00:37:31.019
to master public relations. metrics. And Perry,

00:37:31.119 --> 00:37:32.900
I'm sure you have to do this for my agency all

00:37:32.900 --> 00:37:35.059
the time. I would love to give off the record

00:37:35.059 --> 00:37:38.920
people like some sort of, this is how you do

00:37:38.920 --> 00:37:40.760
it. Because I think we as an industry talk about

00:37:40.760 --> 00:37:42.840
like measuring is so hard, but like people aren't

00:37:42.840 --> 00:37:44.519
exactly like telling me how to do it instead.

00:37:45.260 --> 00:37:50.360
So I think clear, defined measurement from like

00:37:50.360 --> 00:37:53.739
the work that we do to drive sales, that doesn't

00:37:53.739 --> 00:37:55.889
exist. And that drives me crazy. I know this

00:37:55.889 --> 00:37:58.289
is rapid fire and I'm going to take this a little

00:37:58.289 --> 00:38:01.010
bit far afield, but the interesting thing that

00:38:01.010 --> 00:38:03.110
I have found throughout my career is we have

00:38:03.110 --> 00:38:05.449
made dashboards. We have come up with proprietary

00:38:05.449 --> 00:38:08.789
algorithms. We have hooked up to your backend

00:38:08.789 --> 00:38:10.789
to measure who's coming to your website from

00:38:10.789 --> 00:38:13.110
where we've done so many, so many things. And

00:38:13.110 --> 00:38:15.090
what I've really found, and this is just true,

00:38:15.150 --> 00:38:17.869
that as long as you have a checkbox, you could

00:38:17.869 --> 00:38:20.630
cover this, this, this, this, this, this, this,

00:38:20.670 --> 00:38:23.380
this, the executives like. You got the measurement.

00:38:23.619 --> 00:38:25.460
Sweet. But they never want to look at it again.

00:38:25.639 --> 00:38:27.260
They really don't want to see it that much. They

00:38:27.260 --> 00:38:29.360
just want to maybe have it, can do it, and they

00:38:29.360 --> 00:38:31.000
can put it in a board presentation at the end

00:38:31.000 --> 00:38:32.219
of the course. That is the truth. But they don't

00:38:32.219 --> 00:38:34.039
actually want to look at it, dig through it,

00:38:34.059 --> 00:38:35.579
and parse it. They just want to know you got

00:38:35.579 --> 00:38:37.480
it. They don't even care about the data that

00:38:37.480 --> 00:38:39.219
means anything. They just want to see numbers.

00:38:39.500 --> 00:38:41.440
Yeah, like, oh, okay, you have data that shows

00:38:41.440 --> 00:38:43.300
something. Totally. Can you make a freaking pie

00:38:43.300 --> 00:38:46.000
chart that'll impress the board? Yes or no? Dashboard

00:38:46.000 --> 00:38:49.559
me. Yeah. That's true. All right, let's move

00:38:49.559 --> 00:38:53.150
on. I'm with you. I love that, though. um and

00:38:53.150 --> 00:38:55.510
for to I always tell people like it's always

00:38:55.510 --> 00:38:58.070
very bespoke, like it depends on your goals,

00:38:58.190 --> 00:39:00.150
right? So if you can create some sort of a menu

00:39:00.150 --> 00:39:02.130
of like, here are the kinds of things you can

00:39:02.130 --> 00:39:03.989
measure, here's how to do it and pick and choose

00:39:03.989 --> 00:39:05.510
what works for your company. I think that's a

00:39:05.510 --> 00:39:07.730
great idea. Yeah, I think bespoke is the right

00:39:07.730 --> 00:39:09.889
thing. Like I remember one product launch we

00:39:09.889 --> 00:39:11.889
did at Bumble where like my number one measure

00:39:11.889 --> 00:39:14.530
of success was that there wasn't a misconception

00:39:14.530 --> 00:39:17.550
about the product that they like got that single

00:39:17.550 --> 00:39:20.489
message right. And so I was like, 87 % of the

00:39:20.489 --> 00:39:22.389
articles got this message right. And like, that

00:39:22.389 --> 00:39:24.699
was my thing. I don't know if that's what the

00:39:24.699 --> 00:39:26.699
executives cared as much about, but I was head

00:39:26.699 --> 00:39:29.039
of comms, so I was supposed to define what success

00:39:29.039 --> 00:39:30.619
was. And thankfully, I worked with a leadership

00:39:30.619 --> 00:39:33.099
team that allowed me to do that. We have a client

00:39:33.099 --> 00:39:35.019
right now that wants to talk to us about ad value

00:39:35.019 --> 00:39:37.860
equivalency. I'm not kidding. I'm not kidding.

00:39:37.940 --> 00:39:39.500
It's happening right now. All right, move on.

00:39:39.880 --> 00:39:44.340
Okay. You get to erase one corporate buzzword

00:39:44.340 --> 00:39:47.480
from existence. What is it? Okay. I actually

00:39:47.480 --> 00:39:49.820
did think about this one. And it's kind of an

00:39:49.820 --> 00:39:53.159
old one, but it's the word operationalize. It

00:39:53.159 --> 00:39:57.039
was one that we used in my enterprise SaaS startup

00:39:57.039 --> 00:40:00.099
days so much. And we also pretended we were a

00:40:00.099 --> 00:40:02.500
UK based company for like half a minute there.

00:40:02.639 --> 00:40:04.860
And so we would spell operationalize with an

00:40:04.860 --> 00:40:09.840
S instead of a Z. And I hated it and I wanted

00:40:09.840 --> 00:40:11.920
it to disappear altogether. And then I think

00:40:11.920 --> 00:40:13.360
everyone says, you know, like the thrilled and

00:40:13.360 --> 00:40:16.750
excited, you know, it's so funny. I also am like,

00:40:16.789 --> 00:40:18.769
good morning to everyone, except for those who

00:40:18.769 --> 00:40:20.769
say thrilled and excited in press releases. But

00:40:20.769 --> 00:40:24.690
when I was like launching off the record, I am

00:40:24.690 --> 00:40:32.389
so excited. I am enthralled. So it's like, it's

00:40:32.389 --> 00:40:34.769
so funny that like, I can be like, duh, duh,

00:40:34.829 --> 00:40:36.489
duh, you know, about all these things. But when

00:40:36.489 --> 00:40:38.190
it comes to me, I'm like, I'm just super excited.

00:40:38.940 --> 00:40:41.480
A hundred percent. I always say like I would

00:40:41.480 --> 00:40:45.500
fire myself if I was my own like PR slash whatever

00:40:45.500 --> 00:40:47.719
person, just because like I don't use any strategy

00:40:47.719 --> 00:40:49.840
for my own stuff. I spend that, I leave all that

00:40:49.840 --> 00:40:53.179
at work, I guess. If you represent your court,

00:40:53.219 --> 00:40:55.300
yourself in court, you have a fool for a client.

00:40:55.460 --> 00:40:59.320
There you go. Exactly. Okay. You're about to

00:40:59.320 --> 00:41:01.480
give a presentation in front of 50 ,000 people.

00:41:01.900 --> 00:41:07.170
What is your walkout song? Ooh, uh, am I allowed

00:41:07.170 --> 00:41:10.170
to say Kendrick Lamar? Not like us. Yeah. Okay.

00:41:10.250 --> 00:41:16.150
That song, like I have been just so deep since

00:41:16.150 --> 00:41:20.429
before the Superbowl, but since the Superbowl

00:41:20.429 --> 00:41:23.190
halftime performance, especially like I am, I

00:41:23.190 --> 00:41:26.530
am in many deep Reddit threads, YouTube rabbit

00:41:26.530 --> 00:41:29.949
holes. I am here for it. So, um, and it has to

00:41:29.949 --> 00:41:32.849
be the explicit version, obviously. I love it.

00:41:32.869 --> 00:41:36.010
Best answer yet, in my humble opinion. I'm really

00:41:36.010 --> 00:41:37.909
into peekaboo right now from Kendrick. Well,

00:41:37.969 --> 00:41:39.469
I wouldn't even say right now for like the last

00:41:39.469 --> 00:41:41.369
like six months because it's like a dopamine

00:41:41.369 --> 00:41:43.449
song for me. It's great. So if you guys haven't

00:41:43.449 --> 00:41:45.010
listened to that, highly recommend if you need

00:41:45.010 --> 00:41:51.030
a little energy boost. Okay. If you had to do

00:41:51.030 --> 00:41:54.670
a TED talk about anything but communications,

00:41:55.070 --> 00:41:59.079
what would it be? Personal finance. So little

00:41:59.079 --> 00:42:01.719
tweaks and strategies you can make to start getting

00:42:01.719 --> 00:42:06.420
in control of your money and spending. Wow. Comms

00:42:06.420 --> 00:42:09.340
expert and personal finance expert. Those two

00:42:09.340 --> 00:42:12.039
things don't usually stick together all that

00:42:12.039 --> 00:42:16.000
much. Math and comms. I shouldn't have been in

00:42:16.000 --> 00:42:20.280
comms. So it's funny. IAP tested out of math

00:42:20.280 --> 00:42:23.230
and science in college. um i should have gone

00:42:23.230 --> 00:42:25.349
into math and science and i like didn't do as

00:42:25.349 --> 00:42:27.510
well on like the english kind of part of things

00:42:27.510 --> 00:42:29.550
but like i don't know if i'm a masochist or something

00:42:29.550 --> 00:42:31.570
but like that's what i went into oh this is hard

00:42:31.570 --> 00:42:33.949
for me like let me work on that i love numbers

00:42:33.949 --> 00:42:37.730
but um if anyone wants my first personal finance

00:42:37.730 --> 00:42:40.309
tip it's very easy it's saved at the beginning

00:42:40.309 --> 00:42:42.409
of your paycheck not at the end whatever lands

00:42:42.409 --> 00:42:44.250
into your debit or your like checking account

00:42:44.250 --> 00:42:45.789
that's the money you can spend because you've

00:42:45.789 --> 00:42:48.420
already saved on the front end So I have to ask

00:42:48.420 --> 00:42:50.059
you this. I know we're trying to do rapid fire

00:42:50.059 --> 00:42:52.340
here, but these are so interesting. Your answers

00:42:52.340 --> 00:42:54.900
are interesting. So in your community, is there

00:42:54.900 --> 00:42:58.059
a path or a lane to talk about the personal finance

00:42:58.059 --> 00:43:00.239
piece? I think that would be goddamn fabulous.

00:43:00.679 --> 00:43:02.760
Yeah, I'm actually have it like set up as one

00:43:02.760 --> 00:43:05.320
of the workshops this fall is like, yeah, because

00:43:05.320 --> 00:43:08.019
like, again, like. And it's so funny. It's like,

00:43:08.039 --> 00:43:09.699
I just kind of want to do whatever I want to

00:43:09.699 --> 00:43:11.619
do right now. And I love talking about personal

00:43:11.619 --> 00:43:13.159
finance. So we're going to do a session on it.

00:43:13.340 --> 00:43:15.260
We'll probably mix it in with like productivity

00:43:15.260 --> 00:43:18.219
hacks, like little things like, um, here's one.

00:43:18.280 --> 00:43:20.820
So I'm a hundred percent always on do not disturb.

00:43:21.190 --> 00:43:23.769
100 % of the time, but there are certain people

00:43:23.769 --> 00:43:26.610
that can interrupt my do not disturb. And those

00:43:26.610 --> 00:43:29.150
people change. So right now my baby is with a

00:43:29.150 --> 00:43:31.889
babysitter. She's a pastor on my do not disturb,

00:43:32.050 --> 00:43:33.809
but she's not going to be on it over the weekend

00:43:33.809 --> 00:43:36.150
when he's not with her. So like little things

00:43:36.150 --> 00:43:38.230
like that. It's not just about comms. Again,

00:43:38.269 --> 00:43:39.889
I feel like this community could kind of be for

00:43:39.889 --> 00:43:43.150
anybody, but I'm obviously focused on comms,

00:43:43.150 --> 00:43:45.210
but yeah, we'll do, we'll do personal finance.

00:43:45.269 --> 00:43:47.409
We'll do productivity. We'll do non -comms things

00:43:47.409 --> 00:43:49.050
because it's what I feel like talking about.

00:43:49.190 --> 00:43:53.239
Love it. This show is kind of like that. We'll

00:43:53.239 --> 00:43:55.480
talk about comms. We'll go way over here and

00:43:55.480 --> 00:43:57.619
way over there. Cause we can. I love how you

00:43:57.619 --> 00:43:59.619
guys are like new episodes whenever we feel like

00:43:59.619 --> 00:44:03.880
it. Yes. Well, like work doesn't stop when you

00:44:03.880 --> 00:44:05.920
leave work, right? Especially comms people. Like

00:44:05.920 --> 00:44:08.300
we're just, you know, it's, it's all intertwined.

00:44:08.300 --> 00:44:10.320
So you have to be able to talk about all the

00:44:10.320 --> 00:44:13.980
things with your community. Anyway. Okay. You

00:44:13.980 --> 00:44:18.039
get one, you get to use one emoji for the rest

00:44:18.039 --> 00:44:20.809
of your life. Which one? it's like this hands

00:44:20.809 --> 00:44:26.429
one like oh you know like with the like hands

00:44:26.429 --> 00:44:31.849
like the high the double high five yeah i i don't

00:44:31.849 --> 00:44:33.369
see it as a double high five that's so weird

00:44:33.369 --> 00:44:36.570
i see it as almost like a like a bow down like

00:44:36.570 --> 00:44:40.329
you know like hand raised like you are really

00:44:40.329 --> 00:44:42.809
i always just thought it was like a double like

00:44:42.809 --> 00:44:47.019
you know what's funny perry is like Slack did

00:44:47.019 --> 00:44:50.619
these global surveys on emoji usage and how different

00:44:50.619 --> 00:44:52.860
countries interpret emojis in different ways.

00:44:53.219 --> 00:44:57.119
And now I'm realizing like, I maybe have been

00:44:57.119 --> 00:45:00.900
doing my favorite emoji wrong. Maybe we need

00:45:00.900 --> 00:45:02.960
to like do a poll on this. This is fascinating.

00:45:03.579 --> 00:45:06.260
Yeah. You think it's like, Jesus, take the wheel

00:45:06.260 --> 00:45:11.219
kind of thing. I mean, and maybe a lot of people

00:45:11.219 --> 00:45:13.260
think that most of the time I'm telling Jesus

00:45:13.260 --> 00:45:15.949
to take the wheel when I'm just going like. Girl,

00:45:16.010 --> 00:45:19.090
you got it. You are amazing. Hail. Bow down.

00:45:19.429 --> 00:45:25.889
Wow. This is enlightening. Oh, my God. That's

00:45:25.889 --> 00:45:29.349
hilarious. Perry gets to take the wheel now,

00:45:29.449 --> 00:45:32.409
speaking of taking the wheel. Go ahead. Things

00:45:32.409 --> 00:45:34.750
get real serious now. So if you listen to the

00:45:34.750 --> 00:45:36.610
podcast, you may have heard this question, and

00:45:36.610 --> 00:45:40.170
it has to do with hiccups and pinkies. Here's

00:45:40.170 --> 00:45:43.889
a choice. You must either have hiccups for three

00:45:43.889 --> 00:45:47.650
months straight, uninterrupted. You can't medicate

00:45:47.650 --> 00:45:49.489
them away. You can't do anything. You must sleep

00:45:49.489 --> 00:45:51.909
with hiccups. You must speak with hiccups. You'd

00:45:51.909 --> 00:45:55.630
be on this podcast with hiccups around the clock

00:45:55.630 --> 00:45:58.150
for three months. Three months. That's a long

00:45:58.150 --> 00:46:00.329
time. Or you can get rid of that problem immediately

00:46:00.329 --> 00:46:02.769
by severing your pinky. What do you choose and

00:46:02.769 --> 00:46:07.710
why? I know you are team hiccups, Perry. It's

00:46:07.710 --> 00:46:11.130
so weird because you talk like for your job.

00:46:11.610 --> 00:46:13.909
and you have children and you have a wife and

00:46:13.909 --> 00:46:16.289
you would just be hiccuping the whole time really

00:46:16.289 --> 00:46:19.050
attached to your pinkies but like frankly they're

00:46:19.050 --> 00:46:24.570
kind of useless i know i know i know i would

00:46:24.570 --> 00:46:27.170
have bet a lot of money gab that you would have

00:46:27.170 --> 00:46:29.090
said i'm keeping my pinky you're gonna cut your

00:46:29.090 --> 00:46:34.519
pinky painful question did you invent this one

00:46:34.519 --> 00:46:37.579
like this is like a weird torture chamber because

00:46:37.579 --> 00:46:39.980
i am a wife invented somebody invented it in

00:46:39.980 --> 00:46:43.099
perry's family i think i either heard it or we

00:46:43.099 --> 00:46:45.519
invented it in my family sometime a while ago

00:46:45.519 --> 00:46:48.849
but i i just It's great dinner table conversation.

00:46:49.289 --> 00:46:52.010
You know, my sister told me that like, so she

00:46:52.010 --> 00:46:53.889
was like a really baddie in high school and is

00:46:53.889 --> 00:46:55.690
now like much better. And she says that sometimes

00:46:55.690 --> 00:46:57.869
she's driving and she looks at her pinkies. This

00:46:57.869 --> 00:46:59.949
is maybe TMI, but she like wants to cut them

00:46:59.949 --> 00:47:02.130
off or how much she tortured my mom when she

00:47:02.130 --> 00:47:04.750
was in high school. And so like, that's all I'm

00:47:04.750 --> 00:47:06.489
thinking about is my sister driving her car,

00:47:06.550 --> 00:47:08.170
looking at her pinkies and being like, I gave

00:47:08.170 --> 00:47:10.489
them up for hiccups. Your sister going like this.

00:47:11.940 --> 00:47:15.659
Now you have to change your hand emojis. Wait,

00:47:15.659 --> 00:47:17.460
okay, okay, okay, okay. So here's what we're

00:47:17.460 --> 00:47:19.199
going to do. It's all coming together. Get rid

00:47:19.199 --> 00:47:20.960
of my pinkies, and then I'll change my favorite

00:47:20.960 --> 00:47:28.980
emoji. I'm sorry for anyone not watching the

00:47:28.980 --> 00:47:30.920
YouTube video. I know. We're just holding up.

00:47:31.159 --> 00:47:33.360
The video, I mean, you really need the video

00:47:33.360 --> 00:47:36.639
for this. Go back and go on YouTube and just

00:47:36.639 --> 00:47:38.599
scroll to potential. You must listen to this

00:47:38.599 --> 00:47:44.929
one. You must see. Any other like painful questions

00:47:44.929 --> 00:47:47.849
you guys have for me? Well, we have the shark

00:47:47.849 --> 00:47:51.090
one. Should we do the shark one? A minute left.

00:47:51.210 --> 00:47:56.010
Go ahead. Pretty morbid at the end of the show.

00:47:56.530 --> 00:48:01.909
All right. You can have a $100 million given

00:48:01.909 --> 00:48:03.960
to you today to use as you've. Freely choose,

00:48:04.199 --> 00:48:06.539
give it away, build a trust, do whatever you

00:48:06.539 --> 00:48:08.199
want. Go on vacation, do whatever the hell you

00:48:08.199 --> 00:48:11.119
want. $100 million. However, if you accept the

00:48:11.119 --> 00:48:13.760
money, the day you turn 90, you will, no matter

00:48:13.760 --> 00:48:17.039
what you do to avoid it, be devoured by a shark

00:48:17.039 --> 00:48:22.090
until you're dead. One. thousand hundred percent.

00:48:22.130 --> 00:48:27.130
I am taking this money. Um, I have like, this

00:48:27.130 --> 00:48:29.489
is like a piece of advice that I give to all

00:48:29.489 --> 00:48:32.329
the people. Um, because I guess as comms people,

00:48:32.409 --> 00:48:34.469
we become so like, I'm going to bring it back

00:48:34.469 --> 00:48:36.489
to comms, like a good comms person here. We,

00:48:36.590 --> 00:48:39.829
um, we feel just like so much attachment to our

00:48:39.829 --> 00:48:41.809
jobs and our companies because we are the protector

00:48:41.809 --> 00:48:44.530
of the brand and I have to remind them. And sorry,

00:48:44.550 --> 00:48:46.510
Perry, I know you like own an agency too, but

00:48:46.510 --> 00:48:48.130
so I'm sorry that I'm going to say this, but

00:48:48.130 --> 00:48:50.980
like. All we are to our jobs is a contractual

00:48:50.980 --> 00:48:53.500
agreement where we give them our brain and many

00:48:53.500 --> 00:48:55.840
hours a week and they put money into our Wells

00:48:55.840 --> 00:48:57.920
Fargo account every other week. Like that's it.

00:48:58.000 --> 00:49:01.300
That's the contract. That's the agreement. So

00:49:01.300 --> 00:49:03.820
now what you're saying with those $100 ,000 is

00:49:03.820 --> 00:49:05.780
like you eliminate this need for me to have this

00:49:05.780 --> 00:49:07.500
contractual agreement with the company. And now

00:49:07.500 --> 00:49:09.320
I have the freedom to do whatever I want, which

00:49:09.320 --> 00:49:11.400
by the way, would probably be starting off the

00:49:11.400 --> 00:49:13.099
record. So this is why this is a very exciting

00:49:13.099 --> 00:49:16.960
time for me. The one problem though, 90s nice.

00:49:17.610 --> 00:49:19.369
But I actually think we're about to live a lot

00:49:19.369 --> 00:49:21.789
longer than that. But there's no guarantee that

00:49:21.789 --> 00:49:23.050
I'm not going to get eaten by a shark anyway.

00:49:23.389 --> 00:49:25.869
So I guess I'll take 100 million. Or die before

00:49:25.869 --> 00:49:28.630
90. I'm worried I'm going to die every day. You

00:49:28.630 --> 00:49:30.610
have to live until that point. All right, I'm

00:49:30.610 --> 00:49:33.869
going to change this parameter. 85 years old.

00:49:34.230 --> 00:49:36.050
85 years old. That's the time you're going to

00:49:36.050 --> 00:49:38.550
get eaten by a shark. Yeah, I guess at the same

00:49:38.550 --> 00:49:40.510
time, I want to understand how much AI is going

00:49:40.510 --> 00:49:43.070
to make living at 85 awesome or not awesome.

00:49:43.489 --> 00:49:47.269
You're going to be perfectly healthy at 85. perfectly

00:49:47.269 --> 00:49:51.909
healthy grandkids whatever no i i definitely

00:49:51.909 --> 00:49:53.610
i'm still taking the hundred million dollars

00:49:53.610 --> 00:49:56.889
yeah because actually i think that knowing that

00:49:56.889 --> 00:49:59.210
i'm going to die at a certain day is a very cool

00:49:59.210 --> 00:50:02.530
way to live um because you can like do so much

00:50:02.530 --> 00:50:05.300
and like set so much up and like I will meet

00:50:05.300 --> 00:50:07.800
my grandkids. I may even meet great grandkids

00:50:07.800 --> 00:50:09.699
by then. And then it's like, they're getting

00:50:09.699 --> 00:50:12.639
to live their best life. They're like AI, future

00:50:12.639 --> 00:50:14.320
world, where all they do is like, I don't know,

00:50:14.340 --> 00:50:15.760
arts and crafts all day. I don't know what we'll

00:50:15.760 --> 00:50:17.059
do when the robots take over. Plus, they have

00:50:17.059 --> 00:50:19.340
a hundred mil from grandma. Well, and more because

00:50:19.340 --> 00:50:21.440
I'm a personal finance girlie. You know, I'm

00:50:21.440 --> 00:50:24.579
going to grow it. So the lie that I'd like to

00:50:24.579 --> 00:50:26.300
think most of us tell ourselves is that we're

00:50:26.300 --> 00:50:28.760
going to live forever. And the reality of actually

00:50:28.760 --> 00:50:31.280
dying, especially on a specific date by a specific

00:50:31.280 --> 00:50:34.320
animal with a ton of teeth. Sounds terrible.

00:50:34.699 --> 00:50:37.099
I think it would happen quickly. Like you'd bleed

00:50:37.099 --> 00:50:38.699
out pretty quick. So it's like, it'd be over.

00:50:39.179 --> 00:50:41.679
If you live with an anxiety disorder every day,

00:50:41.760 --> 00:50:44.119
like I'm worried about this all the time. Like,

00:50:44.119 --> 00:50:46.500
I mean, seriously, like every day of my life,

00:50:46.539 --> 00:50:47.820
I'm worried I'm going to get eaten by a shark.

00:50:47.840 --> 00:50:50.019
I'm not even in the ocean. So like, come on.

00:50:50.159 --> 00:50:53.500
You bleed out pretty quick, says Gab. And with

00:50:53.500 --> 00:50:58.239
that, it's a wrap. Thank you, Carrie and Megan,

00:50:58.320 --> 00:51:00.400
for having me. This was a great way to spend

00:51:00.400 --> 00:51:03.519
a morning. Thank you. Seriously, this has been

00:51:03.519 --> 00:51:05.840
so much fun. I am super excited for you and the

00:51:05.840 --> 00:51:07.480
community, and I will definitely pop in there

00:51:07.480 --> 00:51:09.900
at some point. Shoot me a little invite or something,

00:51:10.000 --> 00:51:11.980
and maybe we will do, I don't know, a panel.

00:51:12.059 --> 00:51:14.360
Maybe we'll get together and do a workshop, something

00:51:14.360 --> 00:51:16.719
like that. Maybe we can do like a live podcast

00:51:16.719 --> 00:51:19.039
where the members ask you all questions. That

00:51:19.039 --> 00:51:22.960
would actually be pretty fun. We get to do whatever

00:51:22.960 --> 00:51:24.880
we want because we're making it up. Whatever

00:51:24.880 --> 00:51:28.639
we want. Greenfield opportunity. Love it. All

00:51:28.639 --> 00:51:30.500
right. So this is fantastic. Thanks so much.

00:51:31.300 --> 00:51:33.000
And have a good rest of your day.