{"version":"1.0.0","segments":[{"startTime":19.72,"endTime":21.8,"body":"Welcome to the commerce Sally podcast,"},{"startTime":21.89,"endTime":25.76,"body":"where we believe that great brands"},{"startTime":21.89,"endTime":25.76,"body":"are built on passionate leadership,"},{"startTime":26.05,"endTime":31.0,"body":"smart operations, and of course, powerful"},{"startTime":26.05,"endTime":31.0,"body":"marketing. I'm your host, Josh coffee."},{"startTime":31.14,"endTime":35.24,"body":"And today I have a guest"},{"startTime":31.14,"endTime":35.24,"body":"of honor, Matt Harvard,"},{"startTime":35.38,"endTime":40.16,"body":"who has so much experience that"},{"startTime":35.38,"endTime":40.16,"body":"excels way beyond even my knowledge"},{"startTime":40.27,"endTime":43.95,"body":"with the things that he has is done"},{"startTime":40.27,"endTime":43.95,"body":"with unicorn industries, Harvard media,"},{"startTime":44.51,"endTime":47.27,"body":"and all the eight figure and nine"},{"startTime":44.51,"endTime":47.27,"body":"figure brands that he has built."},{"startTime":47.41,"endTime":49.27,"body":"And he has created. So today,"},{"startTime":49.62,"endTime":53.71,"body":"Matt and I are gonna be diving"},{"startTime":49.62,"endTime":53.71,"body":"deep into algorithmic scaling,"},{"startTime":54.0,"endTime":58.19,"body":"rapid experimentation and other"},{"startTime":54.0,"endTime":58.19,"body":"things around growing and e-commerce"},{"startTime":59.19,"endTime":60.023,"body":"business."},{"startTime":61.36,"endTime":63.58,"body":"Right on. I'm excited to"},{"startTime":61.36,"endTime":63.58,"body":"be here. This is cool."},{"startTime":64.01,"endTime":65.38,"body":"Yeah, Matt, I'm so excited."},{"startTime":65.52,"endTime":70.46,"body":"So but just kind of before we dive"},{"startTime":65.52,"endTime":70.46,"body":"in here I have no we've known each"},{"startTime":70.461,"endTime":73.26,"body":"other. I feel like it's been for"},{"startTime":70.461,"endTime":73.26,"body":"almost, almost it's coming up on a year."},{"startTime":73.3,"endTime":76.42,"body":"I feel when when you kind of went"},{"startTime":73.3,"endTime":76.42,"body":"through one of our totally our giveaway"},{"startTime":76.66,"endTime":79.98,"body":"bootcamps, and, and as soon as Matt got"},{"startTime":76.66,"endTime":79.98,"body":"into our giveaway bootcamp, I realized,"},{"startTime":80.04,"endTime":81.66,"body":"oh, wow, this guy's like a,"},{"startTime":81.78,"endTime":86.61,"body":"a hidden Jedi that has so many"},{"startTime":81.78,"endTime":86.61,"body":"skills that I never knew about."},{"startTime":86.67,"endTime":90.49,"body":"And I'm so glad that I met you"},{"startTime":86.67,"endTime":90.49,"body":"because you have such a track."},{"startTime":90.77,"endTime":93.57,"body":"I'm definitely old enough to"},{"startTime":90.77,"endTime":93.57,"body":"feel like a, like an old Jedi,"},{"startTime":93.88,"endTime":96.77,"body":"like OB one Kenobi here. So."},{"startTime":97.17,"endTime":98.93,"body":"I love, you know, it's"},{"startTime":97.17,"endTime":98.93,"body":"funny actually, Dylan and I,"},{"startTime":98.931,"endTime":102.49,"body":"we filmed a we filmed an ad yesterday."},{"startTime":98.931,"endTime":102.49,"body":"That was, I was OB one Kenobi."},{"startTime":102.491,"endTime":106.04,"body":"That's so funny. You mention that"},{"startTime":102.491,"endTime":106.04,"body":"with our I'm R 2d two. It's a,"},{"startTime":106.041,"endTime":109.64,"body":"it's a funny ad that we're gonna"},{"startTime":106.041,"endTime":109.64,"body":"be launching, but but Matt,"},{"startTime":109.78,"endTime":111.92,"body":"I'm real excited to have you I know,"},{"startTime":113.0,"endTime":116.96,"body":"I know when I was kind of look when I"},{"startTime":113.0,"endTime":116.96,"body":"talked to you I you've managed so many"},{"startTime":116.961,"endTime":119.4,"body":"brands and, and, and one"},{"startTime":116.961,"endTime":119.4,"body":"thing you said that, Hey,"},{"startTime":119.401,"endTime":122.72,"body":"you stopped keeping track after you"},{"startTime":119.401,"endTime":122.72,"body":"guys had done 350 million in revenue,"},{"startTime":122.721,"endTime":125.47,"body":"which to me is just like, and I'm sure"},{"startTime":122.721,"endTime":125.47,"body":"a lot of people listening is like,"},{"startTime":125.85,"endTime":130.59,"body":"that's a whole different level. So"},{"startTime":125.85,"endTime":130.59,"body":"I'm just curious, like from you like,"},{"startTime":130.591,"endTime":133.31,"body":"could you tell us a little bit about"},{"startTime":130.591,"endTime":133.31,"body":"you and like even what you're doing now,"},{"startTime":133.311,"endTime":135.19,"body":"because you just have done so many things."},{"startTime":136.54,"endTime":140.63,"body":"Yeah. So I, I have maybe"},{"startTime":136.54,"endTime":140.63,"body":"an interesting path here."},{"startTime":140.69,"endTime":141.79,"body":"My background is actually tech."},{"startTime":141.85,"endTime":146.66,"body":"My first big successful company was"},{"startTime":141.85,"endTime":146.66,"body":"the software company that I sold to a"},{"startTime":146.661,"endTime":151.62,"body":"fortune 500 company FMC. Back when"},{"startTime":146.661,"endTime":151.62,"body":"I was that was my 30th birthday,"},{"startTime":151.621,"endTime":156.3,"body":"present to myself was selling that,"},{"startTime":151.621,"endTime":156.3,"body":"that business. But that, that,"},{"startTime":156.301,"endTime":160.18,"body":"that tech foundation becomes"},{"startTime":156.301,"endTime":160.18,"body":"important later on. And and,"},{"startTime":160.34,"endTime":162.94,"body":"and I've been around a lot"},{"startTime":160.34,"endTime":162.94,"body":"doing just different things."},{"startTime":163.1,"endTime":164.34,"body":"I got a lot of varied interest."},{"startTime":165.59,"endTime":169.45,"body":"But in in 2011,"},{"startTime":170.77,"endTime":174.45,"body":"I co-founded a company called"},{"startTime":170.77,"endTime":174.45,"body":"Intech and it was a tech company."},{"startTime":174.451,"endTime":176.85,"body":"It was a software company. And we we,"},{"startTime":176.851,"endTime":180.04,"body":"we pivoted a few times we ended up"},{"startTime":176.851,"endTime":180.04,"body":"writing apps and our app company just took"},{"startTime":180.041,"endTime":180.241,"body":"off."},{"startTime":180.241,"endTime":185.2,"body":"We were doing probably 45 million"},{"startTime":180.241,"endTime":185.2,"body":"a year with this app company."},{"startTime":186.18,"endTime":189.48,"body":"And, and after a few years just"},{"startTime":186.18,"endTime":189.48,"body":"literally got, I was bored."},{"startTime":189.5,"endTime":190.76,"body":"It was a subscription app company."},{"startTime":190.94,"endTime":194.56,"body":"We could do two years after we"},{"startTime":190.94,"endTime":194.56,"body":"made our last change in code."},{"startTime":194.561,"endTime":198.36,"body":"We were still making like a half million"},{"startTime":194.561,"endTime":198.36,"body":"dollars a month just on the return"},{"startTime":198.51,"endTime":203.03,"body":"subscription billing stuff."},{"startTime":198.51,"endTime":203.03,"body":"But I decided to try to,"},{"startTime":203.031,"endTime":208.0,"body":"to get into e-commerce"},{"startTime":203.031,"endTime":208.0,"body":"and it was disastrous"},{"startTime":208.58,"endTime":212.16,"body":"to start. It was really bad."},{"startTime":208.58,"endTime":212.16,"body":"But, but, but my thing was,"},{"startTime":212.2,"endTime":213.56,"body":"I was trying to get in using technology."},{"startTime":213.6,"endTime":215.6,"body":"I was seeing if there were"},{"startTime":213.6,"endTime":215.6,"body":"things I could automate or,"},{"startTime":215.62,"endTime":220.31,"body":"or gain an advantage in speed"},{"startTime":215.62,"endTime":220.31,"body":"through through technology."},{"startTime":220.57,"endTime":224.2,"body":"And and ultimately in that process,"},{"startTime":224.36,"endTime":229.28,"body":"I just kind of literally stumbled across"},{"startTime":224.36,"endTime":229.28,"body":"some things and ended up creating my"},{"startTime":229.281,"endTime":232.4,"body":"first. And, and again, I wanna be clear"},{"startTime":229.281,"endTime":232.4,"body":"this was after several failed attempts,"},{"startTime":232.62,"endTime":235.28,"body":"but my first big e-commerce brand, it"},{"startTime":232.62,"endTime":235.28,"body":"was a brand called healing solutions,"},{"startTime":235.281,"endTime":239.36,"body":"which is essential oils. And it was, it"},{"startTime":235.281,"endTime":239.36,"body":"was an Amazon exclusive that company."},{"startTime":241.111,"endTime":245.19,"body":"We built that up to about a 60 million a"},{"startTime":241.111,"endTime":245.19,"body":"year company just doing essential oils."},{"startTime":245.69,"endTime":249.35,"body":"We got big. We, did you remember"},{"startTime":245.69,"endTime":249.35,"body":"when hoverboards came out? Yeah,"},{"startTime":249.61,"endTime":253.91,"body":"we were like the number three selling"},{"startTime":249.61,"endTime":253.91,"body":"brand of hoverboard. We, we did when,"},{"startTime":253.911,"endTime":255.11,"body":"when the hoverboards came out,"},{"startTime":255.25,"endTime":258.35,"body":"we did like 70 million in"},{"startTime":255.25,"endTime":258.35,"body":"hoverboards in about eight months"},{"startTime":260.1,"endTime":262.74,"body":"with our brand power"},{"startTime":260.1,"endTime":262.74,"body":"board. And then the FTC,"},{"startTime":263.18,"endTime":266.18,"body":"we had forced recall all it was that"},{"startTime":263.18,"endTime":266.18,"body":"ended up being a total nightmare,"},{"startTime":266.4,"endTime":269.14,"body":"big learning experience to do that,"},{"startTime":269.68,"endTime":272.38,"body":"but that kind of started what has been,"},{"startTime":272.84,"endTime":274.82,"body":"so I was fairly late in that game,"},{"startTime":274.821,"endTime":277.3,"body":"but I'd been hanging around"},{"startTime":274.821,"endTime":277.3,"body":"affiliate marketing, hanging around,"},{"startTime":277.73,"endTime":282.73,"body":"obviously online tech, really my thing"},{"startTime":277.73,"endTime":282.73,"body":"and understood a lot of these principles."},{"startTime":283.05,"endTime":286.57,"body":"I'm I don't consider myself a very"},{"startTime":283.05,"endTime":286.57,"body":"good marketer in, in that sense of,"},{"startTime":287.25,"endTime":288.49,"body":"I don't write great copy."},{"startTime":289.99,"endTime":292.53,"body":"I'm I love getting into"},{"startTime":289.99,"endTime":292.53,"body":"Photoshop and screwing around,"},{"startTime":292.531,"endTime":296.49,"body":"but it's a complete waste of time. I'm"},{"startTime":292.531,"endTime":296.49,"body":"I'm like I put stuff out just like, okay,"},{"startTime":296.491,"endTime":298.69,"body":"like a fifth grader could"},{"startTime":296.491,"endTime":298.69,"body":"probably do what I do."},{"startTime":300.55,"endTime":305.36,"body":"But I find that there was an advantage"},{"startTime":300.55,"endTime":305.36,"body":"to having that tech component. And,"},{"startTime":305.56,"endTime":310.32,"body":"and so again, this is"},{"startTime":305.56,"endTime":310.32,"body":"back in maybe 2013 or so,"},{"startTime":310.46,"endTime":313.12,"body":"so, so almost, almost a"},{"startTime":310.46,"endTime":313.12,"body":"decade ago, it was, it was,"},{"startTime":313.121,"endTime":315.6,"body":"it was over a decade ago that I"},{"startTime":313.121,"endTime":315.6,"body":"started that company. But again,"},{"startTime":315.601,"endTime":319.68,"body":"it started as a tech company regardless,"},{"startTime":315.601,"endTime":319.68,"body":"one of the things that this was,"},{"startTime":320.32,"endTime":324.55,"body":"I think, fortuitous for,"},{"startTime":320.32,"endTime":324.55,"body":"he was that, you know,"},{"startTime":324.83,"endTime":328.99,"body":"Facebook then figured out Facebook ads"},{"startTime":324.83,"endTime":328.99,"body":"and mobile. And cuz when I was back,"},{"startTime":328.991,"endTime":332.39,"body":"when I started Intertech, they had not"},{"startTime":328.991,"endTime":332.39,"body":"figured any of that stuff out yet. And."},{"startTime":332.41,"endTime":334.95,"body":"Oh, so you grew that with"},{"startTime":332.41,"endTime":334.95,"body":"Ling Facebook advertising."},{"startTime":335.58,"endTime":337.43,"body":"That was pure Amazon."},{"startTime":338.66,"endTime":339.95,"body":"Yeah, just Amazon."},{"startTime":340.27,"endTime":343.66,"body":"Wow. And just Amazon. So my first"},{"startTime":340.27,"endTime":343.66,"body":"two big e-commerce brands were,"},{"startTime":343.98,"endTime":345.82,"body":"were Amazon brands. And"},{"startTime":347.72,"endTime":351.9,"body":"but I started to figure out that there's"},{"startTime":347.72,"endTime":351.9,"body":"a lot of power in the algorithms that"},{"startTime":351.901,"endTime":353.5,"body":"hopefully that's a word"},{"startTime":351.901,"endTime":353.5,"body":"that people understand,"},{"startTime":353.501,"endTime":357.56,"body":"but just that there are computer"},{"startTime":353.501,"endTime":357.56,"body":"programs and they are opinionated biased"},{"startTime":357.8,"endTime":360.12,"body":"computer programs by bias."},{"startTime":357.8,"endTime":360.12,"body":"I don't mean the, the,"},{"startTime":360.14,"endTime":362.4,"body":"the bad kind of bias that we"},{"startTime":360.14,"endTime":362.4,"body":"generally think of. They're just,"},{"startTime":362.401,"endTime":363.081,"body":"they have opinions."},{"startTime":363.081,"endTime":365.92,"body":"They have things that they want to reward"},{"startTime":363.081,"endTime":365.92,"body":"and things that they want to punish."},{"startTime":366.7,"endTime":369.16,"body":"And so my first big"},{"startTime":366.7,"endTime":369.16,"body":"e-commerce success came,"},{"startTime":369.22,"endTime":371.08,"body":"not because I'm a great product developer,"},{"startTime":371.1,"endTime":374.72,"body":"not because I'm a great"},{"startTime":371.1,"endTime":374.72,"body":"copywriter or a right,"},{"startTime":374.82,"endTime":377.75,"body":"really slick funnels and,"},{"startTime":374.82,"endTime":377.75,"body":"and video sales letters."},{"startTime":377.93,"endTime":382.27,"body":"I'm I I'm like, I'm not like"},{"startTime":377.93,"endTime":382.27,"body":"horrible at those things,"},{"startTime":382.29,"endTime":383.79,"body":"but I am not good at those things."},{"startTime":384.29,"endTime":388.47,"body":"It came because I figured let's lean"},{"startTime":384.29,"endTime":388.47,"body":"in on the tech side of this. Let's see,"},{"startTime":388.73,"endTime":390.39,"body":"can we really figure out the algorithm?"},{"startTime":390.77,"endTime":393.19,"body":"And then as the algorithms"},{"startTime":390.77,"endTime":393.19,"body":"just started to,"},{"startTime":393.46,"endTime":396.51,"body":"they took over the advertising"},{"startTime":393.46,"endTime":396.51,"body":"world. I in the last, you know,"},{"startTime":396.511,"endTime":401.26,"body":"in the last seven or eight"},{"startTime":396.511,"endTime":401.26,"body":"years, it's not just you know,"},{"startTime":401.261,"endTime":404.82,"body":"Google search. Yes. But it's still"},{"startTime":401.261,"endTime":404.82,"body":"fairly it's, it's, it's intent driven,"},{"startTime":404.96,"endTime":409.5,"body":"but YouTube, Facebook, TikTok Twitter,"},{"startTime":409.501,"endTime":412.54,"body":"there's some platforms I don't use"},{"startTime":409.501,"endTime":412.54,"body":"as much like Twitter and stuff,"},{"startTime":412.541,"endTime":416.66,"body":"but still they're, they're algorithmically"},{"startTime":412.541,"endTime":416.66,"body":"driven. If you wanna get really good,"},{"startTime":416.96,"endTime":421.17,"body":"Amazon is algorithmically driven. If"},{"startTime":416.96,"endTime":421.17,"body":"you want great distribution on Amazon,"},{"startTime":421.67,"endTime":424.93,"body":"you figure out the algorithm. That's"},{"startTime":421.67,"endTime":424.93,"body":"one of the ways to do it, I should say."},{"startTime":425.55,"endTime":428.21,"body":"And so that kind of started"},{"startTime":425.55,"endTime":428.21,"body":"that journey for me. And,"},{"startTime":428.31,"endTime":431.13,"body":"and I became disenchanted with,"},{"startTime":431.16,"endTime":436.05,"body":"with Amazon and ended up going"},{"startTime":431.16,"endTime":436.05,"body":"on to do my own house brands"},{"startTime":436.15,"endTime":439.12,"body":"and direct to consumer which"},{"startTime":436.15,"endTime":439.12,"body":"is where I am right now,"},{"startTime":439.121,"endTime":440.36,"body":"where I have been at Harvard media."},{"startTime":440.94,"endTime":445.48,"body":"And so my next several brands that eight"},{"startTime":440.94,"endTime":445.48,"body":"figure brands and nine figure company."},{"startTime":445.94,"endTime":449.44,"body":"So Intech was a nine figure company,"},{"startTime":445.94,"endTime":449.44,"body":"Harvard media, nine figure company."},{"startTime":451.04,"endTime":454.24,"body":"Harvard media came on the heels of getting"},{"startTime":451.04,"endTime":454.24,"body":"out of the Amazon side and going DTC,"},{"startTime":454.241,"endTime":457.6,"body":"which means mostly for the past gosh,"},{"startTime":459.63,"endTime":463.55,"body":"4, 4, 5 years. It's been, I, I"},{"startTime":459.63,"endTime":463.55,"body":"I'm all in on the, a, on the am,"},{"startTime":463.6,"endTime":466.67,"body":"sorry on the Facebook"},{"startTime":463.6,"endTime":466.67,"body":"algorithm I've, I've spent,"},{"startTime":466.79,"endTime":471.11,"body":"I know that just in the last three"},{"startTime":466.79,"endTime":471.11,"body":"years I've spent like 54 million"},{"startTime":472.18,"endTime":476.67,"body":"just on Amazon, just on my offer."},{"startTime":472.18,"endTime":476.67,"body":"So that's not as an agency or,"},{"startTime":477.25,"endTime":480.38,"body":"or anything else. And by the"},{"startTime":477.25,"endTime":480.38,"body":"way, also doesn include YouTube,"},{"startTime":480.381,"endTime":484.5,"body":"which I play fairly big on YouTube. It"},{"startTime":480.381,"endTime":484.5,"body":"doesn't include TikTok, which is newer,"},{"startTime":484.6,"endTime":487.1,"body":"but also something that"},{"startTime":484.6,"endTime":487.1,"body":"I've, you know, I I've,"},{"startTime":487.101,"endTime":491.58,"body":"I've played I I've played"},{"startTime":487.101,"endTime":491.58,"body":"on and stuff, but it,"},{"startTime":491.61,"endTime":496.3,"body":"it's mostly just really getting into"},{"startTime":491.61,"endTime":496.3,"body":"that algorithm side of things and extreme"},{"startTime":496.301,"endTime":498.42,"body":"scale on, in the algorithm."},{"startTime":496.301,"endTime":498.42,"body":"Well, I, I, I mean,"},{"startTime":498.421,"endTime":502.57,"body":"a lot of people have eCommerce come and"},{"startTime":498.421,"endTime":502.57,"body":"they think that they're at scale and"},{"startTime":502.72,"endTime":505.57,"body":"it's like, oh gosh, there's so much"},{"startTime":502.72,"endTime":505.57,"body":"more that you've got out there."},{"startTime":505.99,"endTime":507.81,"body":"If you could get friendly"},{"startTime":505.99,"endTime":507.81,"body":"with the algorithm,"},{"startTime":507.91,"endTime":512.89,"body":"if you could get the that boost"},{"startTime":507.91,"endTime":512.89,"body":"that comes from really getting"},{"startTime":512.91,"endTime":513.77,"body":"in with the algorithm."},{"startTime":514.43,"endTime":515.41,"body":"So like, what is that? I."},{"startTime":515.65,"endTime":516.69,"body":"Dunno if that's what you"},{"startTime":515.65,"endTime":516.69,"body":"wanna hear or not, but."},{"startTime":517.25,"endTime":520.01,"body":"So like, what does that look like? So you"},{"startTime":517.25,"endTime":520.01,"body":"mean like again, really friendly with,"},{"startTime":520.28,"endTime":520.681,"body":"with the algorithm,"},{"startTime":520.681,"endTime":525.24,"body":"like what's an example of"},{"startTime":520.681,"endTime":525.24,"body":"VAEs like clicking for one"},{"startTime":525.241,"endTime":526.44,"body":"with or one of your brands."},{"startTime":528.74,"endTime":532.08,"body":"So probably a good example of that."},{"startTime":532.18,"endTime":536.0,"body":"We got one of my brands we sell. So,"},{"startTime":536.02,"endTime":540.32,"body":"so at Harvard media we had four"},{"startTime":536.02,"endTime":540.32,"body":"house brands and they were across a,"},{"startTime":540.4,"endTime":543.68,"body":"a wide variety of of verticals."},{"startTime":543.82,"endTime":545.88,"body":"And so one of them,"},{"startTime":545.881,"endTime":549.32,"body":"we were selling high end"},{"startTime":545.881,"endTime":549.32,"body":"furniture by high end. I mean, we,"},{"startTime":549.321,"endTime":552.76,"body":"we were selling a multi thousand"},{"startTime":549.321,"endTime":552.76,"body":"dollar product there and"},{"startTime":555.09,"endTime":557.95,"body":"and we were kind of, I mean, it"},{"startTime":555.09,"endTime":557.95,"body":"was effective, but we were, I,"},{"startTime":557.99,"endTime":561.67,"body":"I would say we were limping along"},{"startTime":557.99,"endTime":561.67,"body":"in that if we tried to scale it,"},{"startTime":562.14,"endTime":565.27,"body":"anybody who had advertised on Facebook"},{"startTime":562.14,"endTime":565.27,"body":"at a deep level has experienced this,"},{"startTime":565.57,"endTime":568.31,"body":"try and scale it and everything"},{"startTime":565.57,"endTime":568.31,"body":"collapses, try and scale it,"},{"startTime":568.311,"endTime":569.47,"body":"everything collapses. We,"},{"startTime":569.471,"endTime":573.27,"body":"we were really struggling to get past"},{"startTime":569.471,"endTime":573.27,"body":"about $30,000 a day in, in revenue there."},{"startTime":573.97,"endTime":578.55,"body":"And but we really needed to be like, we,"},{"startTime":578.551,"endTime":582.19,"body":"we need to be multiples multiples of"},{"startTime":578.551,"endTime":582.19,"body":"that. We needed to scale, not just,"},{"startTime":582.33,"endTime":586.35,"body":"is there 10% growth here? Is there"},{"startTime":582.33,"endTime":586.35,"body":"20% growth here? We need to be at,"},{"startTime":586.351,"endTime":591.15,"body":"is there four or 500% growth here? And so,"},{"startTime":591.25,"endTime":592.63,"body":"you know, we go through"},{"startTime":591.25,"endTime":592.63,"body":"a lot of testing. We,"},{"startTime":592.631,"endTime":596.18,"body":"we were testing for probably two"},{"startTime":592.631,"endTime":596.18,"body":"or three months at this point,"},{"startTime":597.16,"endTime":599.34,"body":"but then eventually you find"},{"startTime":597.16,"endTime":599.34,"body":"this common here here's,"},{"startTime":601.96,"endTime":603.98,"body":"unless you've experienced"},{"startTime":601.96,"endTime":603.98,"body":"this, this is hard to, to,"},{"startTime":604.34,"endTime":608.3,"body":"to describe because we were profitable"},{"startTime":604.34,"endTime":608.3,"body":"on the product, right. And it was good."},{"startTime":608.301,"endTime":611.02,"body":"And most people stopped there. Most"},{"startTime":608.301,"endTime":611.02,"body":"people start optimizing from that point,"},{"startTime":611.021,"endTime":612.42,"body":"they get to the point where they, they,"},{"startTime":612.66,"endTime":614.38,"body":"they could start selling something"},{"startTime":612.66,"endTime":614.38,"body":"and they start optimizing."},{"startTime":614.84,"endTime":617.61,"body":"We kept experimenting, experimenting,"},{"startTime":614.84,"endTime":617.61,"body":"experimenting what we found."},{"startTime":617.63,"endTime":621.25,"body":"We have the concept called relentlessly"},{"startTime":617.63,"endTime":621.25,"body":"chase the tail, which means just to,"},{"startTime":621.53,"endTime":622.171,"body":"to constantly,"},{"startTime":622.171,"endTime":625.53,"body":"as we're testing to constantly be"},{"startTime":622.171,"endTime":625.53,"body":"looking for those outliers constantly be"},{"startTime":625.531,"endTime":628.13,"body":"looking for those things"},{"startTime":625.531,"endTime":628.13,"body":"that algorithmically stand,"},{"startTime":628.58,"endTime":630.53,"body":"stand out from every everything else."},{"startTime":631.59,"endTime":636.01,"body":"And eventually what you end up"},{"startTime":631.59,"endTime":636.01,"body":"with is a product that people love,"},{"startTime":636.011,"endTime":639.12,"body":"meaning you can sell it. So that's the"},{"startTime":636.011,"endTime":639.12,"body":"conversion optimization side of things."},{"startTime":639.28,"endTime":640.72,"body":"And again, that's the"},{"startTime":639.28,"endTime":640.72,"body":"part that most marketers,"},{"startTime":640.98,"endTime":644.56,"body":"all they focus on is the conversion"},{"startTime":640.98,"endTime":644.56,"body":"optimization is can we sell this"},{"startTime":644.87,"endTime":649.8,"body":"effectively? But when you also combine"},{"startTime":644.87,"endTime":649.8,"body":"that with algorithmic love and you,"},{"startTime":649.801,"endTime":652.68,"body":"and you figure out the algorithm,"},{"startTime":649.801,"endTime":652.68,"body":"the algorithmic side of it now,"},{"startTime":652.681,"endTime":656.64,"body":"suddenly your distribution goes sky high."},{"startTime":652.681,"endTime":656.64,"body":"Now SU you know, Facebook is saying,"},{"startTime":657.07,"endTime":657.52,"body":"gosh,"},{"startTime":657.52,"endTime":660.15,"body":"we're we wanna show this to as many"},{"startTime":657.52,"endTime":660.15,"body":"people as we can cuz we love what you're"},{"startTime":660.151,"endTime":663.55,"body":"doing as well. And so now you get the,"},{"startTime":664.39,"endTime":666.99,"body":"I have a weird technical term for"},{"startTime":664.39,"endTime":666.99,"body":"this, I call distribution matching,"},{"startTime":666.991,"endTime":669.39,"body":"but it's that I get the"},{"startTime":666.991,"endTime":669.39,"body":"funnel love that the, the,"},{"startTime":669.391,"endTime":672.27,"body":"the conversion love combined with the, the"},{"startTime":674.29,"endTime":678.42,"body":"the Facebook algorithm love and"},{"startTime":679.06,"endTime":683.98,"body":"suddenly without changing my conversion"},{"startTime":679.06,"endTime":683.98,"body":"dynamics at all, I'm getting two times,"},{"startTime":683.981,"endTime":684.57,"body":"three times,"},{"startTime":684.57,"endTime":689.54,"body":"four times the traffic coming"},{"startTime":684.57,"endTime":689.54,"body":"into me from Facebook because"},{"startTime":689.76,"endTime":693.58,"body":"I'm, I'm very heavily aligned"},{"startTime":689.76,"endTime":693.58,"body":"with their algorithm, right?"},{"startTime":693.84,"endTime":697.26,"body":"And so the first time that we kind of"},{"startTime":693.84,"endTime":697.26,"body":"put all that together with these chairs"},{"startTime":697.261,"endTime":699.49,"body":"that we were selling, it was is okay,"},{"startTime":699.491,"endTime":701.33,"body":"we're gonna take a piece from this"},{"startTime":699.491,"endTime":701.33,"body":"and we're gonna take this piece."},{"startTime":701.331,"endTime":703.61,"body":"The algorithm seems to"},{"startTime":701.331,"endTime":703.61,"body":"love this piece. And, and,"},{"startTime":703.85,"endTime":705.41,"body":"and we started cobbling together. This,"},{"startTime":705.411,"endTime":708.77,"body":"what was originally his"},{"startTime":705.411,"endTime":708.77,"body":"like Frankenstein funnel."},{"startTime":709.43,"endTime":711.13,"body":"And I didn't know if it"},{"startTime":709.43,"endTime":711.13,"body":"was gonna work or not,"},{"startTime":711.19,"endTime":716.13,"body":"but when it all came together"},{"startTime":711.19,"endTime":716.13,"body":"and literally like it went,"},{"startTime":716.85,"endTime":719.69,"body":"it, it went bonkers. It went"},{"startTime":716.85,"endTime":719.69,"body":"crazy in the period of a week."},{"startTime":719.79,"endTime":721.77,"body":"And then if I could just follow this up,"},{"startTime":723.3,"endTime":726.19,"body":"that thing at plateaued again,"},{"startTime":723.3,"endTime":726.19,"body":"where we, it was originally,"},{"startTime":726.191,"endTime":729.39,"body":"we couldn't get more than $30,000 a"},{"startTime":726.191,"endTime":729.39,"body":"day in revenue. Then it turned into,"},{"startTime":729.391,"endTime":734.1,"body":"we couldn't spend more than $30,000 a"},{"startTime":729.391,"endTime":734.1,"body":"day on our, on our average different."},{"startTime":734.58,"endTime":735.54,"body":"Different problem. I guess."},{"startTime":736.41,"endTime":740.66,"body":"It's a different problem for sure. Yeah."},{"startTime":736.41,"endTime":740.66,"body":"We were coming up on black Friday in,"},{"startTime":740.78,"endTime":742.3,"body":"I think 2019."},{"startTime":743.04,"endTime":745.58,"body":"And we had made a commitment that we"},{"startTime":743.04,"endTime":745.58,"body":"were gonna have our first million dollar"},{"startTime":745.64,"endTime":749.14,"body":"day, best day we'd ever had up to"},{"startTime":745.64,"endTime":749.14,"body":"that point was like, like $227,000."},{"startTime":749.84,"endTime":751.74,"body":"And we knew that in order to"},{"startTime":749.84,"endTime":751.74,"body":"have our million dollar day,"},{"startTime":751.741,"endTime":754.53,"body":"we were gonna have to spend about"},{"startTime":751.741,"endTime":754.53,"body":"a quarter million on advertising."},{"startTime":755.23,"endTime":757.41,"body":"And and of that quarter million,"},{"startTime":757.57,"endTime":762.09,"body":"I think 150,000 needed to be"},{"startTime":757.57,"endTime":762.09,"body":"on these chairs. But again,"},{"startTime":762.091,"endTime":763.13,"body":"every time we, you know, we,"},{"startTime":763.131,"endTime":766.17,"body":"we get up to about 50,000 in spend"},{"startTime":763.131,"endTime":766.17,"body":"and everything just collapsed."},{"startTime":766.27,"endTime":768.09,"body":"We knew we were gonna get"},{"startTime":766.27,"endTime":768.09,"body":"some lift from black Friday,"},{"startTime":768.47,"endTime":770.41,"body":"but we also knew we didn't have the, we,"},{"startTime":770.53,"endTime":773.85,"body":"we didn't have the algorithm love in"},{"startTime":770.53,"endTime":773.85,"body":"place. We had the conversion process in,"},{"startTime":774.58,"endTime":775.413,"body":"we needed to, to,"},{"startTime":775.56,"endTime":780.16,"body":"to get to a whole different level and"},{"startTime":775.56,"endTime":780.16,"body":"we tore it down and we did like massive"},{"startTime":780.19,"endTime":784.04,"body":"amounts of testing, literally"},{"startTime":780.19,"endTime":784.04,"body":"like the Tuesday, Wednesday,"},{"startTime":784.4,"endTime":787.76,"body":"Thursday leading up to"},{"startTime":784.4,"endTime":787.76,"body":"black Friday. And, and,"},{"startTime":787.9,"endTime":791.48,"body":"and then on black Friday, we turned"},{"startTime":787.9,"endTime":791.48,"body":"everything back on all this kind of,"},{"startTime":791.481,"endTime":796.19,"body":"all of these algorithm components that"},{"startTime":791.481,"endTime":796.19,"body":"we figured out and almost turned it on"},{"startTime":796.28,"endTime":799.91,"body":"blind. But on that day we"},{"startTime":796.28,"endTime":799.91,"body":"spent 250, I think, 250,"},{"startTime":799.911,"endTime":804.67,"body":"$3,000 on Facebook and and did 1 million"},{"startTime":804.97,"endTime":809.67,"body":"and 4,000 wait, 1 million and"},{"startTime":804.97,"endTime":809.67,"body":"$4,000, I think, or 1 million, $400."},{"startTime":809.85,"endTime":810.683,"body":"It was so close."},{"startTime":810.81,"endTime":814.19,"body":"That's crazy. Even if it was"},{"startTime":810.81,"endTime":814.19,"body":"4,000, like that's just so,"},{"startTime":814.53,"endTime":816.58,"body":"so 0.4%, you know? Yes."},{"startTime":817.6,"endTime":821.14,"body":"Yes. Wow. but that really started"},{"startTime":817.6,"endTime":821.14,"body":"just kind of journey. I mean,"},{"startTime":821.18,"endTime":823.5,"body":"I knew that there was"},{"startTime":821.18,"endTime":823.5,"body":"power in the algorithm,"},{"startTime":823.76,"endTime":826.98,"body":"but as I started to kind of piece"},{"startTime":823.76,"endTime":826.98,"body":"those things together, that really"},{"startTime":829.62,"endTime":832.7,"body":"that, that just kind of became my"},{"startTime":829.62,"endTime":832.7,"body":"thing is, is I'm gonna know. And, and,"},{"startTime":832.76,"endTime":836.17,"body":"and I'm gonna have an advantage"},{"startTime":832.76,"endTime":836.17,"body":"one cuz I, I, the math at,"},{"startTime":836.33,"endTime":838.73,"body":"at the level of math and most people"},{"startTime":836.33,"endTime":838.73,"body":"like their eyes roll back in their heads"},{"startTime":838.731,"endTime":841.53,"body":"like, oh, math, I don't want math"},{"startTime":838.731,"endTime":841.53,"body":"to come into this, but by math,"},{"startTime":841.531,"endTime":843.65,"body":"let's just say there's"},{"startTime":841.531,"endTime":843.65,"body":"a predictability to it."},{"startTime":843.651,"endTime":848.53,"body":"There is a consistency to an algorithm"},{"startTime":843.651,"endTime":848.53,"body":"that I happen to be particularly"},{"startTime":849.66,"endTime":853.53,"body":"adept at seeing that and getting"},{"startTime":849.66,"endTime":853.53,"body":"that and testing against that and,"},{"startTime":854.13,"endTime":858.0,"body":"and trying those things out. And that's"},{"startTime":854.13,"endTime":858.0,"body":"become even more now since the you know,"},{"startTime":858.001,"endTime":862.4,"body":"post ATT changes in Iowa 14.5 and,"},{"startTime":858.001,"endTime":862.4,"body":"and those sorts of things. It's,"},{"startTime":862.401,"endTime":865.68,"body":"it's been something that, again,"},{"startTime":862.401,"endTime":865.68,"body":"there's, there's a huge part of,"},{"startTime":865.681,"endTime":870.24,"body":"this was just fortuitous and good timing"},{"startTime":865.681,"endTime":870.24,"body":"and I happen to be a nerd. But it,"},{"startTime":870.26,"endTime":874.51,"body":"it definitely has following"},{"startTime":870.26,"endTime":874.51,"body":"that path has been a good,"},{"startTime":875.54,"endTime":878.31,"body":"it works. It it's, it's a"},{"startTime":875.54,"endTime":878.31,"body":"good way to do things for me."},{"startTime":878.77,"endTime":882.03,"body":"So, so like when I hear that,"},{"startTime":878.77,"endTime":882.03,"body":"so when I hear like, okay,"},{"startTime":882.19,"endTime":884.19,"body":"well we're having trouble"},{"startTime":882.19,"endTime":884.19,"body":"spending more than $30,000 a day."},{"startTime":884.191,"endTime":888.31,"body":"And then we spend more than we"},{"startTime":884.191,"endTime":888.31,"body":"spend $250,000 in a single day"},{"startTime":889.05,"endTime":892.04,"body":"on ads. Like that's a"},{"startTime":889.05,"endTime":892.04,"body":"different tier. Right."},{"startTime":892.06,"endTime":894.04,"body":"So I think there's different"},{"startTime":892.06,"endTime":894.04,"body":"tiers that we all that's."},{"startTime":894.04,"endTime":896.32,"body":"About five different tiers from"},{"startTime":894.04,"endTime":896.32,"body":"where most people are at. Yes."},{"startTime":896.46,"endTime":899.12,"body":"So we go through these tiers, but"},{"startTime":896.46,"endTime":899.12,"body":"like the thing is like, I've never,"},{"startTime":899.121,"endTime":899.881,"body":"and I'm just gonna be Frank,"},{"startTime":899.881,"endTime":903.24,"body":"like I've never paid for coaching or"},{"startTime":899.881,"endTime":903.24,"body":"gone through any kind of training or"},{"startTime":903.241,"endTime":906.04,"body":"program that teaches you."},{"startTime":903.241,"endTime":906.04,"body":"Like, oh, here's how you spend"},{"startTime":907.84,"endTime":911.95,"body":"$250,000 in DTC Facebook"},{"startTime":907.84,"endTime":911.95,"body":"app. So like where, right."},{"startTime":912.17,"endTime":915.79,"body":"I'm just curious for, for like,"},{"startTime":912.17,"endTime":915.79,"body":"how did you learn those things?"},{"startTime":915.89,"endTime":919.79,"body":"Was it trial and error? Did you like,"},{"startTime":915.89,"endTime":919.79,"body":"where did you start diving in? Really? I."},{"startTime":919.79,"endTime":922.15,"body":"Don't think it's coaching out there"},{"startTime":919.79,"endTime":922.15,"body":"for it, to be honest. In fact,"},{"startTime":922.151,"endTime":924.59,"body":"one of the things that I really"},{"startTime":922.151,"endTime":924.59,"body":"believe right now is coaching."},{"startTime":926.94,"endTime":931.89,"body":"Lemme take back, let's not say coaching,"},{"startTime":926.94,"endTime":931.89,"body":"let's say courses, courses, the,"},{"startTime":931.99,"endTime":934.65,"body":"the, the, like the"},{"startTime":931.99,"endTime":934.65,"body":"recipe version of things"},{"startTime":936.15,"endTime":940.65,"body":"can only get you so far."},{"startTime":936.15,"endTime":940.65,"body":"There's a point where you know,"},{"startTime":940.76,"endTime":943.49,"body":"I've now scaled multiple brands,"},{"startTime":940.76,"endTime":943.49,"body":"but also multiple businesses,"},{"startTime":943.491,"endTime":947.89,"body":"including software businesses"},{"startTime":943.491,"endTime":947.89,"body":"and, and non eCommerce businesses."},{"startTime":948.67,"endTime":953.16,"body":"And you reach a point where there,"},{"startTime":953.161,"endTime":956.28,"body":"there is no recipe for it anymore."},{"startTime":953.161,"endTime":956.28,"body":"In fact, even at the earlier levels,"},{"startTime":956.95,"endTime":960.92,"body":"even with recipes, most people,"},{"startTime":956.95,"endTime":960.92,"body":"statistically, it's not going to, to work."},{"startTime":961.46,"endTime":963.56,"body":"And by the way, that's not"},{"startTime":961.46,"endTime":963.56,"body":"because the recipes don't work."},{"startTime":963.63,"endTime":967.4,"body":"It's just that timing is involved"},{"startTime":963.63,"endTime":967.4,"body":"and there's a human element to it."},{"startTime":967.401,"endTime":969.48,"body":"And there's a lot of other"},{"startTime":967.401,"endTime":969.48,"body":"stuff that goes into this."},{"startTime":969.62,"endTime":972.95,"body":"And so you'll find even"},{"startTime":969.62,"endTime":972.95,"body":"with course in coaching,"},{"startTime":973.58,"endTime":977.27,"body":"when you just take the outof the box"},{"startTime":973.58,"endTime":977.27,"body":"stuff, there's only so much that that,"},{"startTime":977.47,"endTime":978.31,"body":"that it can do for you."},{"startTime":979.01,"endTime":981.95,"body":"My experience is beyond about three"},{"startTime":979.01,"endTime":981.95,"body":"to 5 million a year in revenue,"},{"startTime":982.56,"endTime":987.03,"body":"those things, the, the, the, the"},{"startTime":982.56,"endTime":987.03,"body":"coursework part of it becomes less reli,"},{"startTime":987.05,"endTime":990.43,"body":"way less reliable, not just less"},{"startTime":987.05,"endTime":990.43,"body":"reliable, significantly less reliable."},{"startTime":990.89,"endTime":993.62,"body":"And then you go to a point where"},{"startTime":990.89,"endTime":993.62,"body":"it's like, any course that says,"},{"startTime":993.621,"endTime":996.38,"body":"they're gonna teach you how to scale"},{"startTime":993.621,"endTime":996.38,"body":"at this level is they're lying."},{"startTime":996.76,"endTime":999.42,"body":"Not that's I, sorry, I,"},{"startTime":996.76,"endTime":999.42,"body":"sorry. I it's almost."},{"startTime":1000.69,"endTime":1004.78,"body":"It's almost irony cause like to, to teach"},{"startTime":1000.69,"endTime":1004.78,"body":"you how to scale, like at that level,"},{"startTime":1004.781,"endTime":1008.02,"body":"like it, like you said, it's so many"},{"startTime":1004.781,"endTime":1008.02,"body":"tiers higher that like, I'm just,"},{"startTime":1008.05,"endTime":1011.86,"body":"I've never, again, personally, I've"},{"startTime":1008.05,"endTime":1011.86,"body":"never learned from someone who has,"},{"startTime":1011.93,"endTime":1015.49,"body":"I've never gone through a course and"},{"startTime":1011.93,"endTime":1015.49,"body":"we SP and tens of thousands on our own"},{"startTime":1015.491,"endTime":1018.17,"body":"education to always stay, you"},{"startTime":1015.491,"endTime":1018.17,"body":"know, test things, you know,"},{"startTime":1018.43,"endTime":1022.41,"body":"to always see what is available. And I've"},{"startTime":1018.43,"endTime":1022.41,"body":"never talked to someone who has said,"},{"startTime":1022.77,"endTime":1023.44,"body":"I run 200,"},{"startTime":1023.44,"endTime":1028.09,"body":"I've run a $250,000 day"},{"startTime":1023.44,"endTime":1028.09,"body":"campaign successfully at a"},{"startTime":1028.25,"endTime":1030.21,"body":"whatever that is. So yeah,"},{"startTime":1030.33,"endTime":1033.25,"body":"it sounds like you're just"},{"startTime":1030.33,"endTime":1033.25,"body":"trailblazing almost on your own."},{"startTime":1035.2,"endTime":1040.08,"body":"At, at that level. Yes. Here are"},{"startTime":1035.2,"endTime":1040.08,"body":"the challenges that I ran into,"},{"startTime":1040.081,"endTime":1042.68,"body":"by the way, as we, as we get,"},{"startTime":1040.081,"endTime":1042.68,"body":"I say, I, that we ran into,"},{"startTime":1042.681,"endTime":1047.41,"body":"this was definitely a team"},{"startTime":1042.681,"endTime":1047.41,"body":"effort. But first of all,"},{"startTime":1048.1,"endTime":1051.97,"body":"since I grew up in the internet marketing"},{"startTime":1048.1,"endTime":1051.97,"body":"world originally as an affiliate"},{"startTime":1053.43,"endTime":1056.72,"body":"the people that I kind of had on my"},{"startTime":1053.43,"endTime":1056.72,"body":"pedestal where it's like, gosh, someday,"},{"startTime":1056.84,"endTime":1059.0,"body":"I hope to be as successful as them."},{"startTime":1060.78,"endTime":1062.16,"body":"And I kept going back to them,"},{"startTime":1062.161,"endTime":1065.2,"body":"hoping that they could give me"},{"startTime":1062.161,"endTime":1065.2,"body":"some hints as we started to grow,"},{"startTime":1065.67,"endTime":1067.44,"body":"even that first time around at Intech."},{"startTime":1067.58,"endTime":1072.4,"body":"And one of the things that I realized"},{"startTime":1067.58,"endTime":1072.4,"body":"that was really a challenge for me was at"},{"startTime":1072.401,"endTime":1075.76,"body":"some point I'm like, well, crap, I'm"},{"startTime":1072.401,"endTime":1075.76,"body":"like three or four times their size."},{"startTime":1075.82,"endTime":1080.64,"body":"Now the stuff that they're"},{"startTime":1075.82,"endTime":1080.64,"body":"trying to teach me is"},{"startTime":1080.66,"endTime":1082.36,"body":"not applicable. And,"},{"startTime":1082.62,"endTime":1086.88,"body":"and I'm realizing I've gotta go my own"},{"startTime":1082.62,"endTime":1086.88,"body":"route because I'm also not enterprise"},{"startTime":1087.24,"endTime":1089.51,"body":"size. I also, you went through"},{"startTime":1087.24,"endTime":1089.51,"body":"a period. It's like, well,"},{"startTime":1089.511,"endTime":1091.27,"body":"what can I learn from Amazon?"},{"startTime":1091.45,"endTime":1096.43,"body":"Or what can I learn from eBay or"},{"startTime":1091.45,"endTime":1096.43,"body":"Microsoft and realizing, gosh,"},{"startTime":1096.89,"endTime":1101.67,"body":"that's also not the way to go because"},{"startTime":1096.89,"endTime":1101.67,"body":"they can do things that I can't do right"},{"startTime":1101.671,"endTime":1105.29,"body":"now. I can't emulate them a lot"},{"startTime":1101.671,"endTime":1105.29,"body":"of times. So, so there was a,"},{"startTime":1105.37,"endTime":1109.09,"body":"I felt like I was kind of"},{"startTime":1105.37,"endTime":1109.09,"body":"in this tweener phase where,"},{"startTime":1109.21,"endTime":1112.0,"body":"where we did have to have a"},{"startTime":1109.21,"endTime":1112.0,"body":"lot of invention on our side,"},{"startTime":1112.1,"endTime":1114.64,"body":"and that just got worse at Harvard"},{"startTime":1112.1,"endTime":1114.64,"body":"media at Harvard media. You know,"},{"startTime":1114.641,"endTime":1117.48,"body":"then it's like, gosh, now"},{"startTime":1114.641,"endTime":1117.48,"body":"I'm, I'm 10 times bigger than,"},{"startTime":1117.51,"endTime":1119.76,"body":"than these people that I've"},{"startTime":1117.51,"endTime":1119.76,"body":"been trying to learn from."},{"startTime":1119.9,"endTime":1123.52,"body":"And I'm experiencing problems"},{"startTime":1119.9,"endTime":1123.52,"body":"that when I ask them, Hey,"},{"startTime":1123.521,"endTime":1126.08,"body":"what'd you do about this? They've never"},{"startTime":1123.521,"endTime":1126.08,"body":"experienced them or they'll tell me,"},{"startTime":1126.52,"endTime":1128.44,"body":"well, just do this. And it's like,"},{"startTime":1126.52,"endTime":1128.44,"body":"okay, that's what I had to do."},{"startTime":1129.2,"endTime":1132.67,"body":"You use the were tears. I used the word"},{"startTime":1129.2,"endTime":1132.67,"body":"thresholds, but it's like, okay, well,"},{"startTime":1132.671,"endTime":1136.19,"body":"that's what I had to do three tiers ago."},{"startTime":1132.671,"endTime":1136.19,"body":"And if that's your level of solution,"},{"startTime":1136.87,"endTime":1140.87,"body":"it just communicates to me that you've"},{"startTime":1136.87,"endTime":1140.87,"body":"not, you, you've not done this yet."},{"startTime":1140.871,"endTime":1145.11,"body":"Which again, not a knock, not anything"},{"startTime":1140.871,"endTime":1145.11,"body":"else. It's just that in that world,"},{"startTime":1146.01,"endTime":1148.63,"body":"in that eCommerce world,"},{"startTime":1146.01,"endTime":1148.63,"body":"that typically is the,"},{"startTime":1148.631,"endTime":1152.18,"body":"like the hustle and grinding"},{"startTime":1148.631,"endTime":1152.18,"body":"commerce world. If you're doing,"},{"startTime":1153.48,"endTime":1155.58,"body":"you know, if you're doing 5"},{"startTime":1153.48,"endTime":1155.58,"body":"million a year, you're doing well."},{"startTime":1155.72,"endTime":1157.02,"body":"If you're doing 10 million a year,"},{"startTime":1157.32,"endTime":1160.98,"body":"you're doing better than just about"},{"startTime":1157.32,"endTime":1160.98,"body":"everybody. I think we were in the top."},{"startTime":1161.04,"endTime":1165.9,"body":"It was like, at one point we"},{"startTime":1161.04,"endTime":1165.9,"body":"got this in a pop top 0.1,"},{"startTime":1165.95,"endTime":1170.02,"body":"7% of e-commerce companies or"},{"startTime":1165.95,"endTime":1170.02,"body":"something along those lines."},{"startTime":1170.48,"endTime":1173.61,"body":"But again, hard to find, well, you know,"},{"startTime":1173.611,"endTime":1177.61,"body":"who do I follow at this"},{"startTime":1173.611,"endTime":1177.61,"body":"level? And there's a lot of,"},{"startTime":1178.16,"endTime":1180.17,"body":"there's a lot of trial"},{"startTime":1178.16,"endTime":1180.17,"body":"and error and by the way,"},{"startTime":1180.21,"endTime":1183.09,"body":"a lot of trying things out and"},{"startTime":1180.21,"endTime":1183.09,"body":"then realizing, oh crap, okay."},{"startTime":1183.091,"endTime":1185.49,"body":"We could have just used this tool over"},{"startTime":1183.091,"endTime":1185.49,"body":"here. We could have just done this,"},{"startTime":1185.76,"endTime":1187.13,"body":"this thing over here. It just,"},{"startTime":1187.43,"endTime":1191.49,"body":"it took us $200,000 to"},{"startTime":1187.43,"endTime":1191.49,"body":"figure that out and that,"},{"startTime":1192.52,"endTime":1193.281,"body":"that we didn't need to spend,"},{"startTime":1193.281,"endTime":1194.96,"body":"but we didn't know that we"},{"startTime":1193.281,"endTime":1194.96,"body":"didn't need to spend it."},{"startTime":1195.54,"endTime":1198.44,"body":"So I guess we're all just"},{"startTime":1195.54,"endTime":1198.44,"body":"waiting on the Matt har course."},{"startTime":1198.94,"endTime":1200.32,"body":"That's what we're all waiting on. Yeah."},{"startTime":1200.32,"endTime":1203.04,"body":"Right. But so look, here's"},{"startTime":1200.32,"endTime":1203.04,"body":"the thing. I've actually,"},{"startTime":1203.16,"endTime":1204.84,"body":"I went down that road at the"},{"startTime":1203.16,"endTime":1204.84,"body":"beginning of the pandemic."},{"startTime":1204.96,"endTime":1209.84,"body":"I started doing some of those things. And"},{"startTime":1204.96,"endTime":1209.84,"body":"I started doing lives you know, zooms."},{"startTime":1209.94,"endTime":1213.71,"body":"And it was a lot of this was says that"},{"startTime":1209.94,"endTime":1213.71,"body":"we're forced to go online and I'm,"},{"startTime":1213.87,"endTime":1217.27,"body":"and so I thought, yeah, I'm, I'm gonna"},{"startTime":1213.87,"endTime":1217.27,"body":"start sharing some of my knowledge."},{"startTime":1217.271,"endTime":1220.99,"body":"And then that led to creating what"},{"startTime":1217.271,"endTime":1220.99,"body":"we call the hard media insiders."},{"startTime":1221.85,"endTime":1226.28,"body":"And I very, very quickly realized"},{"startTime":1221.85,"endTime":1226.28,"body":"one. I'm just, I'm not cut out."},{"startTime":1226.281,"endTime":1231.16,"body":"I don't have the patience for,"},{"startTime":1226.281,"endTime":1231.16,"body":"to, to do that stuff. But also"},{"startTime":1237.52,"endTime":1241.28,"body":"I, I, I just, I'm, I'm not a believer"},{"startTime":1237.52,"endTime":1241.28,"body":"in, I can CA I can put this in a,"},{"startTime":1241.48,"endTime":1245.48,"body":"in a box and, and that everybody's"},{"startTime":1241.48,"endTime":1245.48,"body":"going to be able to, to just,"},{"startTime":1245.64,"endTime":1249.52,"body":"I think there are principles that you"},{"startTime":1245.64,"endTime":1249.52,"body":"can learn that will lead to your success,"},{"startTime":1249.54,"endTime":1251.04,"body":"but it's because you learn the principles."},{"startTime":1251.1,"endTime":1254.24,"body":"Not because everybody wants the tactics."},{"startTime":1251.1,"endTime":1254.24,"body":"Everybody wants to know, you know,"},{"startTime":1254.241,"endTime":1257.36,"body":"how do i.my eyes and cross my Ts and do"},{"startTime":1254.241,"endTime":1257.36,"body":"that kind of stuff. And I can certainly,"},{"startTime":1257.84,"endTime":1258.8,"body":"I can give those. I can sit,"},{"startTime":1258.801,"endTime":1262.92,"body":"we can sit here for five hours and I"},{"startTime":1258.801,"endTime":1262.92,"body":"can tell you some like badass stuff on"},{"startTime":1263.2,"endTime":1264.033,"body":"Facebook and,"},{"startTime":1264.56,"endTime":1268.31,"body":"and YouTube and things at the"},{"startTime":1264.56,"endTime":1268.31,"body":"day that that stops working,"},{"startTime":1268.32,"endTime":1273.19,"body":"which may be tomorrow. You're,"},{"startTime":1268.32,"endTime":1273.19,"body":"you're, you're at, at a minimum,"},{"startTime":1273.37,"endTime":1275.63,"body":"you have something that"},{"startTime":1273.37,"endTime":1275.63,"body":"doesn't work anymore at worst."},{"startTime":1275.77,"endTime":1277.67,"body":"You've got something that's"},{"startTime":1275.77,"endTime":1277.67,"body":"gonna get accounts banned,"},{"startTime":1277.671,"endTime":1282.27,"body":"or that's going to cause active"},{"startTime":1277.671,"endTime":1282.27,"body":"problems for you. So I, I,"},{"startTime":1282.51,"endTime":1286.62,"body":"I just, I got out of"},{"startTime":1282.51,"endTime":1286.62,"body":"that, although I'm, I am,"},{"startTime":1288.44,"endTime":1292.51,"body":"we're considering doing something"},{"startTime":1288.44,"endTime":1292.51,"body":"right now, purely on experiment,"},{"startTime":1292.56,"endTime":1296.91,"body":"rapid experimentation. It's a"},{"startTime":1292.56,"endTime":1296.91,"body":"more, a much more confined model."},{"startTime":1297.09,"endTime":1300.87,"body":"And is the foundation for almost"},{"startTime":1297.09,"endTime":1300.87,"body":"everything that we do anyway,"},{"startTime":1301.09,"endTime":1302.15,"body":"but we'll."},{"startTime":1302.15,"endTime":1304.87,"body":"See. Well, if we could dive,"},{"startTime":1302.15,"endTime":1304.87,"body":"like, actually I would love to,"},{"startTime":1305.49,"endTime":1307.47,"body":"I'd love to dive into the weeds of"},{"startTime":1305.49,"endTime":1307.47,"body":"that a little bit if that's okay."},{"startTime":1307.471,"endTime":1310.22,"body":"Because like, okay. The that's, so"},{"startTime":1307.471,"endTime":1310.22,"body":"that's what you've said. I mean,"},{"startTime":1310.221,"endTime":1311.86,"body":"you said you spent two"},{"startTime":1310.221,"endTime":1311.86,"body":"to two and a half months,"},{"startTime":1311.861,"endTime":1315.98,"body":"or three months just literally doing"},{"startTime":1311.861,"endTime":1315.98,"body":"rapid testing. Like, what does,"},{"startTime":1316.08,"endTime":1317.74,"body":"I'm curious, like, what does that, like,"},{"startTime":1317.741,"endTime":1320.58,"body":"what does that look like if"},{"startTime":1317.741,"endTime":1320.58,"body":"you've never done that? And like,"},{"startTime":1320.581,"endTime":1322.1,"body":"I'm just curious from your"},{"startTime":1320.581,"endTime":1322.1,"body":"perspective, like what,"},{"startTime":1322.101,"endTime":1325.26,"body":"what is a little bit of the overall"},{"startTime":1322.101,"endTime":1325.26,"body":"strategy that you take for that?"},{"startTime":1326.88,"endTime":1330.89,"body":"So boy, where to start on this, can I,"},{"startTime":1332.63,"endTime":1335.21,"body":"can I start first with"},{"startTime":1332.63,"endTime":1335.21,"body":"where we're at from,"},{"startTime":1335.3,"endTime":1339.01,"body":"especially post apple iOS 14.5,"},{"startTime":1339.56,"endTime":1343.37,"body":"because that leads to, it"},{"startTime":1339.56,"endTime":1343.37,"body":"doesn't necessarily change"},{"startTime":1344.47,"endTime":1346.71,"body":"There, there is some amount of"},{"startTime":1344.47,"endTime":1346.71,"body":"foundation that's important in, in that,"},{"startTime":1346.78,"endTime":1349.63,"body":"because you used to be able to, I don't"},{"startTime":1346.78,"endTime":1349.63,"body":"know how long you've been doing this,"},{"startTime":1349.631,"endTime":1352.42,"body":"Josh, but, but you used"},{"startTime":1349.631,"endTime":1352.42,"body":"to be able to throw out"},{"startTime":1354.41,"endTime":1358.86,"body":"something middle of the road. And"},{"startTime":1354.41,"endTime":1358.86,"body":"like, I'm not a great singer, right?"},{"startTime":1359.04,"endTime":1363.22,"body":"But there are auto tune programs that"},{"startTime":1359.04,"endTime":1363.22,"body":"can make me sound like I'm passable."},{"startTime":1363.84,"endTime":1368.58,"body":"And Facebook used to be like the"},{"startTime":1363.84,"endTime":1368.58,"body":"greatest auto tune trick ever in"},{"startTime":1368.581,"endTime":1371.77,"body":"e-commerce and marketing end. I used to,"},{"startTime":1371.771,"endTime":1374.29,"body":"you used to be able to throw out something"},{"startTime":1371.771,"endTime":1374.29,"body":"that was kind of middle of the road"},{"startTime":1374.99,"endTime":1379.09,"body":"and let Facebook optimize it for"},{"startTime":1374.99,"endTime":1379.09,"body":"you up into workable. That was a,"},{"startTime":1379.57,"endTime":1382.09,"body":"so that's what we call"},{"startTime":1379.57,"endTime":1382.09,"body":"an implied proof model,"},{"startTime":1382.091,"endTime":1384.13,"body":"meaning that you thought"},{"startTime":1382.091,"endTime":1384.13,"body":"you had a good audience,"},{"startTime":1384.131,"endTime":1386.65,"body":"you thought you had a good product and"},{"startTime":1384.131,"endTime":1386.65,"body":"a good angle, and these other things,"},{"startTime":1386.83,"endTime":1390.93,"body":"you throw it all out"},{"startTime":1386.83,"endTime":1390.93,"body":"there to Facebook and and,"},{"startTime":1391.17,"endTime":1392.84,"body":"and could figure all that out for you."},{"startTime":1392.841,"endTime":1397.6,"body":"They could stack a lot of unknown"},{"startTime":1392.841,"endTime":1397.6,"body":"variables together and figure out how it's"},{"startTime":1397.601,"endTime":1401.61,"body":"going to work. Does that make sense?"},{"startTime":1397.601,"endTime":1401.61,"body":"And, and that used to be a really,"},{"startTime":1401.611,"endTime":1406.21,"body":"that used to be a viable pattern in"},{"startTime":1401.611,"endTime":1406.21,"body":"Facebook was just be good enough. Well,"},{"startTime":1406.51,"endTime":1409.73,"body":"so one of the things right, that doesn't"},{"startTime":1406.51,"endTime":1409.73,"body":"work anymore, first of all, that, or,"},{"startTime":1409.89,"endTime":1411.65,"body":"or is, is very challenging"},{"startTime":1409.89,"endTime":1411.65,"body":"to make that work."},{"startTime":1412.46,"endTime":1415.48,"body":"You have to be playing at the extremes."},{"startTime":1412.46,"endTime":1415.48,"body":"And now I'm gonna answer your,"},{"startTime":1415.481,"endTime":1419.84,"body":"your question here, because it ties"},{"startTime":1415.481,"endTime":1419.84,"body":"directly into this. You you've gotta,"},{"startTime":1420.85,"endTime":1422.43,"body":"you have to play at"},{"startTime":1420.85,"endTime":1422.43,"body":"the extremes right now."},{"startTime":1422.43,"endTime":1426.0,"body":"And the extremes are that"},{"startTime":1422.43,"endTime":1426.0,"body":"I see is you you've got"},{"startTime":1427.02,"endTime":1431.88,"body":"either high threshold and high threshold"},{"startTime":1427.02,"endTime":1431.88,"body":"is something that means it takes a lot"},{"startTime":1431.881,"endTime":1435.68,"body":"of time and effort, but it also"},{"startTime":1431.881,"endTime":1435.68,"body":"has a very high payoff to it."},{"startTime":1435.9,"endTime":1439.64,"body":"So high threshold things"},{"startTime":1435.9,"endTime":1439.64,"body":"are video sales letters,"},{"startTime":1439.99,"endTime":1443.2,"body":"high threshold things are"},{"startTime":1439.99,"endTime":1443.2,"body":"product development. There,"},{"startTime":1443.36,"endTime":1446.23,"body":"there are things that they are"},{"startTime":1443.36,"endTime":1446.23,"body":"I'm consuming, they're slow."},{"startTime":1446.82,"endTime":1449.27,"body":"They likely cost money to do."},{"startTime":1449.57,"endTime":1452.87,"body":"And you don't get very many"},{"startTime":1449.57,"endTime":1452.87,"body":"opportunities to get them wrong."},{"startTime":1453.33,"endTime":1455.15,"body":"If you get your product development wrong."},{"startTime":1456.65,"endTime":1458.99,"body":"Unless you've got really"},{"startTime":1456.65,"endTime":1458.99,"body":"deep pockets, the,"},{"startTime":1458.991,"endTime":1462.03,"body":"the average entrepreneur gets"},{"startTime":1458.991,"endTime":1462.03,"body":"like one or two shots at that."},{"startTime":1462.05,"endTime":1465.22,"body":"That's it before they're"},{"startTime":1462.05,"endTime":1465.22,"body":"like, I'm, I'm outta money. I,"},{"startTime":1465.3,"endTime":1469.02,"body":"I don't have another $50,000 to source"},{"startTime":1465.3,"endTime":1469.02,"body":"something from China and, you know,"},{"startTime":1469.021,"endTime":1472.82,"body":"do my own thing again. Or if it's a, you"},{"startTime":1469.021,"endTime":1472.82,"body":"know, let's say that you're gonna hire,"},{"startTime":1472.9,"endTime":1475.38,"body":"I have no idea what, what, what, you"},{"startTime":1472.9,"endTime":1475.38,"body":"know, your agency charges for things,"},{"startTime":1475.54,"endTime":1476.9,"body":"but let's say, man, we're gonna"},{"startTime":1475.54,"endTime":1476.9,"body":"out and we're gonna hire an agency."},{"startTime":1476.9,"endTime":1481.46,"body":"We're gonna shoot a really high"},{"startTime":1476.9,"endTime":1481.46,"body":"quality sales letter and really invest"},{"startTime":1482.22,"endTime":1486.29,"body":"resources into high quality video"},{"startTime":1482.22,"endTime":1486.29,"body":"sales, which if you do do it right,"},{"startTime":1486.63,"endTime":1490.25,"body":"the payoff, the reward for"},{"startTime":1486.63,"endTime":1490.25,"body":"that is, is amazing, right."},{"startTime":1490.63,"endTime":1494.33,"body":"But if you do it wrong, it's"},{"startTime":1490.63,"endTime":1494.33,"body":"gonna suck all your money up. And,"},{"startTime":1494.43,"endTime":1497.93,"body":"and you're kind of, you're"},{"startTime":1494.43,"endTime":1497.93,"body":"stuck, but there are people that,"},{"startTime":1497.931,"endTime":1500.93,"body":"that high threshold, it is the right move"},{"startTime":1497.931,"endTime":1500.93,"body":"for them. It's usually when they are,"},{"startTime":1501.03,"endTime":1504.21,"body":"if you already got skills, if you've got"},{"startTime":1501.03,"endTime":1504.21,"body":"something there that you can leverage,"},{"startTime":1504.8,"endTime":1509.76,"body":"then that's a way to go. The"},{"startTime":1504.8,"endTime":1509.76,"body":"other way to go is high frequency."},{"startTime":1509.9,"endTime":1514.24,"body":"And so it's like, I, if you've got"},{"startTime":1509.9,"endTime":1514.24,"body":"high threshold, which is low frequency,"},{"startTime":1514.241,"endTime":1517.6,"body":"usually not a lot of shots at making"},{"startTime":1514.241,"endTime":1517.6,"body":"mistakes. And those sorts of things,"},{"startTime":1518.14,"endTime":1519.12,"body":"the high frequency is,"},{"startTime":1519.32,"endTime":1522.84,"body":"is the other way the high frequency has"},{"startTime":1519.32,"endTime":1522.84,"body":"to come along with really low threshold."},{"startTime":1522.84,"endTime":1525.92,"body":"Meaning in my case, I'm"},{"startTime":1522.84,"endTime":1525.92,"body":"trying to get it down to like,"},{"startTime":1526.18,"endTime":1529.23,"body":"as long as it's not an"},{"startTime":1526.18,"endTime":1529.23,"body":"actively stupid idea,"},{"startTime":1529.86,"endTime":1533.67,"body":"because those are easy to weed out."},{"startTime":1529.86,"endTime":1533.67,"body":"It doesn't have to be a good idea."},{"startTime":1534.13,"endTime":1537.91,"body":"It doesn't have to be, nobody's gotta sit"},{"startTime":1534.13,"endTime":1537.91,"body":"around and brainstorm and think about,"},{"startTime":1537.911,"endTime":1538.83,"body":"you know, it would be super cool,"},{"startTime":1539.03,"endTime":1540.67,"body":"cuz this is the mistake we"},{"startTime":1539.03,"endTime":1540.67,"body":"make as marketers all the time."},{"startTime":1540.81,"endTime":1542.59,"body":"We think something's gonna"},{"startTime":1540.81,"endTime":1542.59,"body":"be really cool. Oh, this,"},{"startTime":1542.9,"endTime":1544.67,"body":"this video would be great"},{"startTime":1542.9,"endTime":1544.67,"body":"if we shot this, oh,"},{"startTime":1544.671,"endTime":1546.91,"body":"this will be funny and that's gonna"},{"startTime":1544.671,"endTime":1546.91,"body":"work. And then you realize, oh,"},{"startTime":1547.26,"endTime":1550.62,"body":"or doesn't sell as well as we"},{"startTime":1547.26,"endTime":1550.62,"body":"thought it would. But, but those are,"},{"startTime":1550.621,"endTime":1555.38,"body":"that's a slow process. So the, so"},{"startTime":1550.621,"endTime":1555.38,"body":"this high frequency process is, well,"},{"startTime":1555.381,"endTime":1556.7,"body":"what if we could through,"},{"startTime":1557.02,"endTime":1561.38,"body":"through a combination of really lowering"},{"startTime":1557.02,"endTime":1561.38,"body":"that threshold down super, super low."},{"startTime":1562.02,"endTime":1563.74,"body":"And, and I'll, we can talk about"},{"startTime":1562.02,"endTime":1563.74,"body":"that in, in a little bit too,"},{"startTime":1564.2,"endTime":1568.01,"body":"but that that's going to be"},{"startTime":1564.2,"endTime":1568.01,"body":"through one, just making."},{"startTime":1568.21,"endTime":1572.73,"body":"So it just can't be actively bad. And"},{"startTime":1568.21,"endTime":1572.73,"body":"combining that with a little bit of tech,"},{"startTime":1572.77,"endTime":1576.61,"body":"a little bit of automation so that we"},{"startTime":1572.77,"endTime":1576.61,"body":"can really accelerate that process."},{"startTime":1577.51,"endTime":1580.17,"body":"And now here, here's the"},{"startTime":1577.51,"endTime":1580.17,"body":"thing mathematically,"},{"startTime":1580.27,"endTime":1583.67,"body":"and this is a mathematical"},{"startTime":1580.27,"endTime":1583.67,"body":"principle mathematically,"},{"startTime":1583.97,"endTime":1588.9,"body":"you're more likely to achieve"},{"startTime":1583.97,"endTime":1588.9,"body":"a high quality result through"},{"startTime":1589.17,"endTime":1590.98,"body":"iteration through rapid iteration."},{"startTime":1591.45,"endTime":1594.58,"body":"Then you are through what's called high"},{"startTime":1591.45,"endTime":1594.58,"body":"intentionality, high intentionality,"},{"startTime":1594.581,"endTime":1597.14,"body":"meaning I've got this high concept,"},{"startTime":1594.581,"endTime":1597.14,"body":"video, high concept, product,"},{"startTime":1597.141,"endTime":1601.98,"body":"high concept funnel sales process,"},{"startTime":1597.141,"endTime":1601.98,"body":"whatever it might be, statistically,"},{"startTime":1601.981,"endTime":1605.24,"body":"you're better off saying, well, let's"},{"startTime":1601.981,"endTime":1605.24,"body":"just go lower concept and go really,"},{"startTime":1605.241,"endTime":1608.08,"body":"really fast through a lot"},{"startTime":1605.241,"endTime":1608.08,"body":"of variations of that."},{"startTime":1608.63,"endTime":1613.52,"body":"That has come to us now to"},{"startTime":1608.63,"endTime":1613.52,"body":"where this off of one of"},{"startTime":1613.521,"endTime":1618.4,"body":"my last just lives that I"},{"startTime":1613.521,"endTime":1618.4,"body":"was talking to somebody with."},{"startTime":1618.78,"endTime":1621.6,"body":"And afterwards we,"},{"startTime":1621.62,"endTime":1626.07,"body":"we came up behind the scenes in,"},{"startTime":1621.62,"endTime":1626.07,"body":"in my, in unicorn and we thought,"},{"startTime":1626.071,"endTime":1627.47,"body":"you know what? I bet"},{"startTime":1626.071,"endTime":1627.47,"body":"we could teach people."},{"startTime":1628.19,"endTime":1631.39,"body":"Cuz he had mentioned having getting"},{"startTime":1628.19,"endTime":1631.39,"body":"500 product ideas. Somebody asked,"},{"startTime":1631.391,"endTime":1634.55,"body":"what do I sell? And he showed them a"},{"startTime":1631.391,"endTime":1634.55,"body":"process it's like in, at the end of this,"},{"startTime":1634.99,"endTime":1637.83,"body":"the, the, the point of it was you're"},{"startTime":1634.99,"endTime":1637.83,"body":"gonna get 500 product ideas in 21 days."},{"startTime":1638.41,"endTime":1641.59,"body":"And everybody's like, man, I'm blown away"},{"startTime":1638.41,"endTime":1641.59,"body":"by that 500 product ideas in 21 days."},{"startTime":1641.63,"endTime":1644.62,"body":"I can't even think of one right now. And"},{"startTime":1641.63,"endTime":1644.62,"body":"at the end 21 days, I'm gonna have 500."},{"startTime":1644.92,"endTime":1646.42,"body":"And as I got off that, I"},{"startTime":1644.92,"endTime":1646.42,"body":"thought, you know what?"},{"startTime":1646.73,"endTime":1650.42,"body":"Most people think they're testing a"},{"startTime":1646.73,"endTime":1650.42,"body":"lot when they get through a half dozen"},{"startTime":1650.43,"endTime":1653.9,"body":"tests. And by the way, most people also"},{"startTime":1650.43,"endTime":1653.9,"body":"don't understand what a proper test is,"},{"startTime":1653.96,"endTime":1657.42,"body":"but they think they're testing a"},{"startTime":1653.96,"endTime":1657.42,"body":"lot at a half dozen. And it's like,"},{"startTime":1657.421,"endTime":1659.94,"body":"you know what? We could probably teach"},{"startTime":1657.421,"endTime":1659.94,"body":"people. This is what I just mentioned."},{"startTime":1659.941,"endTime":1661.78,"body":"This experimentation course"},{"startTime":1659.941,"endTime":1661.78,"body":"I was thinking about,"},{"startTime":1662.5,"endTime":1667.29,"body":"I bet we could show people how had to do"},{"startTime":1662.5,"endTime":1667.29,"body":"500 experiments in 21 days on Facebook."},{"startTime":1667.75,"endTime":1671.61,"body":"And for most people that's like,"},{"startTime":1667.75,"endTime":1671.61,"body":"what? Like, that's just, that's."},{"startTime":1671.61,"endTime":1675.77,"body":"Where I'm at right now that I hear"},{"startTime":1671.61,"endTime":1675.77,"body":"that. And that's what I'm saying, right?"},{"startTime":1675.93,"endTime":1678.13,"body":"It, it, it's a little bit like"},{"startTime":1675.93,"endTime":1678.13,"body":"what, how does that even work?"},{"startTime":1678.39,"endTime":1682.37,"body":"But here's the thing you can have. I one,"},{"startTime":1683.41,"endTime":1687.92,"body":"it it's way easier than what you think"},{"startTime":1683.41,"endTime":1687.92,"body":"it is probably cuz one of the things"},{"startTime":1687.921,"endTime":1689.72,"body":"that's happening is you"},{"startTime":1687.921,"endTime":1689.72,"body":"likely have a, a, a,"},{"startTime":1689.96,"endTime":1693.84,"body":"a not a great understanding of what"},{"startTime":1689.96,"endTime":1693.84,"body":"a true experiment is. But also,"},{"startTime":1694.42,"endTime":1697.6,"body":"and this is the other thing that, that,"},{"startTime":1694.42,"endTime":1697.6,"body":"that, that really changed with iOS 14.5."},{"startTime":1697.87,"endTime":1698.44,"body":"Like I said,"},{"startTime":1698.44,"endTime":1700.48,"body":"you used to be able to kind of throw"},{"startTime":1698.44,"endTime":1700.48,"body":"something out in the middle of that."},{"startTime":1700.87,"endTime":1703.8,"body":"It's not, it's neither high"},{"startTime":1700.87,"endTime":1703.8,"body":"threshold nor is it high frequency,"},{"startTime":1703.801,"endTime":1707.95,"body":"but you can throw it in the middle and"},{"startTime":1703.801,"endTime":1707.95,"body":"Facebook will optimize you to high, to,"},{"startTime":1708.11,"endTime":1712.07,"body":"to, to, to high effectiveness. Right."},{"startTime":1708.11,"endTime":1712.07,"body":"Does that make sense to you? I, I,"},{"startTime":1712.071,"endTime":1716.03,"body":"if I'm speaking in, in terms that,"},{"startTime":1712.071,"endTime":1716.03,"body":"or again, I speak in nerdy terms,"},{"startTime":1716.13,"endTime":1719.71,"body":"so you can tell me to either shut up"},{"startTime":1716.13,"endTime":1719.71,"body":"or say it differently or whatever,"},{"startTime":1719.77,"endTime":1723.19,"body":"but you could throw it out"},{"startTime":1719.77,"endTime":1723.19,"body":"in the middle and, and,"},{"startTime":1723.21,"endTime":1727.3,"body":"and Facebook would optimize you and"},{"startTime":1723.21,"endTime":1727.3,"body":"you had what I considered. Again,"},{"startTime":1727.5,"endTime":1728.9,"body":"this is a random number to some extent,"},{"startTime":1728.92,"endTime":1733.9,"body":"but I figured that on this kind"},{"startTime":1728.92,"endTime":1733.9,"body":"of continuum you had about a 70%"},{"startTime":1733.901,"endTime":1734.78,"body":"optimization window,"},{"startTime":1734.781,"endTime":1739.26,"body":"meaning you just had to not be in that"},{"startTime":1734.781,"endTime":1739.26,"body":"bottom 30% and Facebook could probably"},{"startTime":1739.62,"endTime":1743.82,"body":"optimize you to something meaningful."},{"startTime":1739.62,"endTime":1743.82,"body":"That's no longer even close to true."},{"startTime":1744.4,"endTime":1747.33,"body":"You get about a 30, 10"},{"startTime":1744.4,"endTime":1747.33,"body":"optimization window right now,"},{"startTime":1747.331,"endTime":1750.9,"body":"which just means you"},{"startTime":1747.331,"endTime":1750.9,"body":"have to end up higher."},{"startTime":1751.0,"endTime":1754.02,"body":"You gotta throw something out higher"},{"startTime":1751.0,"endTime":1754.02,"body":"than what you did before. But again,"},{"startTime":1754.18,"endTime":1755.58,"body":"you can't, if you try and"},{"startTime":1754.18,"endTime":1755.58,"body":"start there, it doesn't,"},{"startTime":1755.581,"endTime":1758.1,"body":"it doesn't end well for most"},{"startTime":1755.581,"endTime":1758.1,"body":"people who try and start that high."},{"startTime":1758.16,"endTime":1760.02,"body":"So we go all the way the other way."},{"startTime":1760.36,"endTime":1765.18,"body":"And so we go through a series of"},{"startTime":1760.36,"endTime":1765.18,"body":"things. What, what we call naked tests"},{"startTime":1766.7,"endTime":1770.08,"body":"and gosh, how do I,"},{"startTime":1766.7,"endTime":1770.08,"body":"Josh? Do you golf at all?"},{"startTime":1770.68,"endTime":1773.0,"body":"I don't not at all. I taught golf."},{"startTime":1773.0,"endTime":1773.96,"body":"Okay. All right. Taught golf."},{"startTime":1773.961,"endTime":1776.88,"body":"Do you at least understand some"},{"startTime":1773.961,"endTime":1776.88,"body":"of the concept of golf then?"},{"startTime":1777.07,"endTime":1777.96,"body":"Some of it? Yeah. Yeah."},{"startTime":1778.67,"endTime":1782.28,"body":"Okay. Here's here's the, the probably"},{"startTime":1778.67,"endTime":1782.28,"body":"I, I golf a fair amount by the way."},{"startTime":1782.52,"endTime":1783.08,"body":"And my partner, oh."},{"startTime":1783.08,"endTime":1784.0,"body":"You're in the valley, Charlie."},{"startTime":1784.56,"endTime":1787.92,"body":"I used to live in Scottsdale and"},{"startTime":1784.56,"endTime":1787.92,"body":"everyone lives on the golf course."},{"startTime":1789.41,"endTime":1793.24,"body":"Absolutely. So I'm, I live like two"},{"startTime":1789.41,"endTime":1793.24,"body":"blocks from paradise valley and I, yeah."},{"startTime":1793.241,"endTime":1797.08,"body":"That's so anyway so one of the,"},{"startTime":1797.99,"endTime":1799.72,"body":"this would be like the"},{"startTime":1797.99,"endTime":1799.72,"body":"equivalent of this's,"},{"startTime":1799.721,"endTime":1802.59,"body":"how most people used treat their"},{"startTime":1799.721,"endTime":1802.59,"body":"Facebook accounts that still do actually."},{"startTime":1802.85,"endTime":1804.91,"body":"And that is if I wanna get better at golf,"},{"startTime":1805.25,"endTime":1807.87,"body":"the way to get better at golf"},{"startTime":1805.25,"endTime":1807.87,"body":"is I go out and I golf a lot."},{"startTime":1808.25,"endTime":1811.91,"body":"But the only time that I would actively"},{"startTime":1808.25,"endTime":1811.91,"body":"actively work on my game was while I'm"},{"startTime":1811.911,"endTime":1815.87,"body":"golfing, which is super slow and you"},{"startTime":1811.911,"endTime":1815.87,"body":"don't get a lot of reps and you don't get,"},{"startTime":1815.97,"endTime":1819.51,"body":"so if you're bad at golf and the only"},{"startTime":1815.97,"endTime":1819.51,"body":"way that you improve is to go out and"},{"startTime":1819.511,"endTime":1822.18,"body":"golf, which set sounds logical by the way,"},{"startTime":1822.6,"endTime":1826.82,"body":"you're not ever going to be a very good"},{"startTime":1822.6,"endTime":1826.82,"body":"golfer. Right? I hope that makes sense."},{"startTime":1827.29,"endTime":1831.46,"body":"This applies by the way, for any,"},{"startTime":1827.29,"endTime":1831.46,"body":"almost any performance based activity."},{"startTime":1832.28,"endTime":1834.36,"body":"So how you get better at golf?"},{"startTime":1834.38,"endTime":1836.36,"body":"One of the things I was"},{"startTime":1834.38,"endTime":1836.36,"body":"famous for that my office,"},{"startTime":1836.54,"endTime":1839.72,"body":"if you ever came to my office and had a"},{"startTime":1836.54,"endTime":1839.72,"body":"meeting with me was I likely would take"},{"startTime":1839.721,"endTime":1841.99,"body":"the meeting while I'm"},{"startTime":1839.721,"endTime":1841.99,"body":"practicing putting my office,"},{"startTime":1842.49,"endTime":1846.75,"body":"or I had a little chipping green setup"},{"startTime":1842.49,"endTime":1846.75,"body":"or more likely we just have the meeting"},{"startTime":1846.81,"endTime":1851.31,"body":"at my at my simulator studio."},{"startTime":1846.81,"endTime":1851.31,"body":"And so while I'm doing that, I'm,"},{"startTime":1851.39,"endTime":1854.47,"body":"I would spend two hours"},{"startTime":1851.39,"endTime":1854.47,"body":"just working on my grip."},{"startTime":1855.31,"endTime":1857.67,"body":"I would spend two hours just"},{"startTime":1855.31,"endTime":1857.67,"body":"working on my foot placement."},{"startTime":1858.63,"endTime":1862.46,"body":"I would spend time in my office chipping"},{"startTime":1858.63,"endTime":1862.46,"body":"and putting and doing is all things,"},{"startTime":1862.461,"endTime":1863.82,"body":"but I found these ways to, to,"},{"startTime":1864.06,"endTime":1868.26,"body":"to break down the practice where I get"},{"startTime":1864.06,"endTime":1868.26,"body":"a lot of micro reps that then when I"},{"startTime":1868.261,"endTime":1869.42,"body":"finally step back on the golf course,"},{"startTime":1869.421,"endTime":1874.1,"body":"then when I put it all together in an"},{"startTime":1869.421,"endTime":1874.1,"body":"18 hole game for, for multiple hours,"},{"startTime":1874.42,"endTime":1877.78,"body":"that I don't get very many"},{"startTime":1874.42,"endTime":1877.78,"body":"opportunities at now, it all pays off."},{"startTime":1877.781,"endTime":1880.3,"body":"Does that hopefully does,"},{"startTime":1877.781,"endTime":1880.3,"body":"does at least that analogy,"},{"startTime":1880.62,"endTime":1881.7,"body":"does that story make sense to you?"},{"startTime":1882.21,"endTime":1885.85,"body":"That it totally makes sense. And it just"},{"startTime":1882.21,"endTime":1885.85,"body":"reminds me that now we need to get a,"},{"startTime":1886.05,"endTime":1889.89,"body":"a CrossFit rig so I can start working"},{"startTime":1886.05,"endTime":1889.89,"body":"on my muscle ups in the studio here."},{"startTime":1890.52,"endTime":1894.21,"body":"Yeah. Yes. And, and, and, and"},{"startTime":1890.52,"endTime":1894.21,"body":"start working on the, on, on the,"},{"startTime":1894.53,"endTime":1895.73,"body":"the intricacies of that. Yeah."},{"startTime":1895.75,"endTime":1898.77,"body":"But this is how most people treat"},{"startTime":1895.75,"endTime":1898.77,"body":"their Facebook advertising and, and I,"},{"startTime":1898.93,"endTime":1901.45,"body":"and I'm gonna, I use Facebook as an"},{"startTime":1898.93,"endTime":1901.45,"body":"example, cuz that's really my domain,"},{"startTime":1901.55,"endTime":1902.93,"body":"but it's how they treat their business,"},{"startTime":1903.21,"endTime":1906.52,"body":"which is they treat everything"},{"startTime":1903.21,"endTime":1906.52,"body":"as a game as, as the,"},{"startTime":1906.521,"endTime":1911.36,"body":"like the we're out on the course"},{"startTime":1906.521,"endTime":1911.36,"body":"golfing. And if you're using funnels,"},{"startTime":1911.361,"endTime":1911.87,"body":"for example,"},{"startTime":1911.87,"endTime":1914.88,"body":"they everything's gotta go through the"},{"startTime":1911.87,"endTime":1914.88,"body":"whole funnel process before they know,"},{"startTime":1915.08,"endTime":1916.68,"body":"did this work, did we get"},{"startTime":1915.08,"endTime":1916.68,"body":"better? Did we not get better?"},{"startTime":1917.06,"endTime":1919.96,"body":"So part of what we're doing with our"},{"startTime":1917.06,"endTime":1919.96,"body":"tests, what we call these naked tests is,"},{"startTime":1920.76,"endTime":1922.96,"body":"is the equivalent of in golf. Well,"},{"startTime":1922.961,"endTime":1926.91,"body":"what if I practice my grip for a while"},{"startTime":1922.961,"endTime":1926.91,"body":"and experimented with grips and I'm not"},{"startTime":1927.11,"endTime":1930.19,"body":"actually golfing. And I don't know,"},{"startTime":1927.11,"endTime":1930.19,"body":"like, I don't know where this leads,"},{"startTime":1930.191,"endTime":1930.65,"body":"but I'm,"},{"startTime":1930.65,"endTime":1935.59,"body":"I'm separating it from the result"},{"startTime":1930.65,"endTime":1935.59,"body":"of golf and just PR just working on"},{"startTime":1935.591,"endTime":1938.99,"body":"this, this little concept,"},{"startTime":1935.591,"endTime":1938.99,"body":"right? So in a naked test,"},{"startTime":1939.2,"endTime":1941.91,"body":"we'll do a tremendous amount of testing"},{"startTime":1939.2,"endTime":1941.91,"body":"over what we call like naked messaging."},{"startTime":1942.66,"endTime":1944.34,"body":"What happens if we just"},{"startTime":1942.66,"endTime":1944.34,"body":"throw this message, job,"},{"startTime":1944.341,"endTime":1947.06,"body":"this message out this"},{"startTime":1944.341,"endTime":1947.06,"body":"message out. I can run. I,"},{"startTime":1947.1,"endTime":1950.38,"body":"I can run 50 of those in"},{"startTime":1947.1,"endTime":1950.38,"body":"a day pretty easily. And,"},{"startTime":1950.48,"endTime":1953.7,"body":"and they only cost between"},{"startTime":1950.48,"endTime":1953.7,"body":"two and $5 a piece to run."},{"startTime":1953.98,"endTime":1957.5,"body":"'em We have what we call naked"},{"startTime":1953.98,"endTime":1957.5,"body":"offers. So that's kind of the,"},{"startTime":1957.52,"endTime":1959.44,"body":"the next level of that. And again, I,"},{"startTime":1959.52,"endTime":1963.92,"body":"I can run probably maybe 10"},{"startTime":1959.52,"endTime":1963.92,"body":"to 12 of those a day, again,"},{"startTime":1964.23,"endTime":1968.36,"body":"very high frequency. They cost me less"},{"startTime":1964.23,"endTime":1968.36,"body":"than $20 to, to do something like that."},{"startTime":1968.361,"endTime":1972.4,"body":"Even at scale, they, they,"},{"startTime":1968.361,"endTime":1972.4,"body":"they do that. So we have a,"},{"startTime":1972.44,"endTime":1977.28,"body":"a whole series of these things that"},{"startTime":1972.44,"endTime":1977.28,"body":"we can run where we're splitting out"},{"startTime":1977.57,"endTime":1981.95,"body":"these element and getting the reps in"},{"startTime":1977.57,"endTime":1981.95,"body":"and getting the there's a famous concept"},{"startTime":1982.3,"endTime":1987.25,"body":"from gosh, now I can't remember his name."},{"startTime":1988.01,"endTime":1991.37,"body":"He wrote outliers, Malcolm"},{"startTime":1988.01,"endTime":1991.37,"body":"Gladwell, you know, he's got,"},{"startTime":1991.371,"endTime":1994.17,"body":"he's got the 10,000 hours, 10,000"},{"startTime":1991.371,"endTime":1994.17,"body":"hours is one of those things."},{"startTime":1994.26,"endTime":1995.85,"body":"There are rules for the 10,000 hours."},{"startTime":1996.13,"endTime":1997.93,"body":"It has to be a skill with"},{"startTime":1996.13,"endTime":1997.93,"body":"immediate feedback and all these,"},{"startTime":1997.95,"endTime":2002.68,"body":"but here's the thing. All those rules"},{"startTime":1997.95,"endTime":2002.68,"body":"apply to performance marketing. And,"},{"startTime":2003.08,"endTime":2004.92,"body":"and this is one of the things"},{"startTime":2003.08,"endTime":2004.92,"body":"that falls into that category."},{"startTime":2005.11,"endTime":2008.64,"body":"Only my thing is my belief is"},{"startTime":2005.11,"endTime":2008.64,"body":"it's not about 10,000 hours."},{"startTime":2009.23,"endTime":2010.48,"body":"It's about 10,000 tries."},{"startTime":2011.02,"endTime":2014.68,"body":"If you can stay alive long"},{"startTime":2011.02,"endTime":2014.68,"body":"enough to get 10,000 tries in."},{"startTime":2014.78,"endTime":2019.08,"body":"And that's obviously an absurd"},{"startTime":2014.78,"endTime":2019.08,"body":"example, but conceptually it works."},{"startTime":2019.77,"endTime":2023.75,"body":"The point of it is how fast can you"},{"startTime":2019.77,"endTime":2023.75,"body":"iterate through the iteration cycle that"},{"startTime":2023.751,"endTime":2028.27,"body":"most businesses go through is it's not"},{"startTime":2023.751,"endTime":2028.27,"body":"gonna get 'em to a hundred tries before"},{"startTime":2028.271,"endTime":2030.11,"body":"they, it doesn't work anymore."},{"startTime":2030.49,"endTime":2034.43,"body":"But if you can come up with a velocity"},{"startTime":2030.49,"endTime":2034.43,"body":"fast enough that at least puts you on a"},{"startTime":2034.431,"endTime":2036.23,"body":"pathway, I could look at it."},{"startTime":2034.431,"endTime":2036.23,"body":"And if you told me, Matt,"},{"startTime":2036.231,"endTime":2039.95,"body":"you gotta get 10,000 tries in this"},{"startTime":2036.231,"endTime":2039.95,"body":"year. I get 10,000 tries in this year."},{"startTime":2041.66,"endTime":2043.94,"body":"And, and, and here's the"},{"startTime":2041.66,"endTime":2043.94,"body":"mathematical result of that."},{"startTime":2043.96,"endTime":2048.3,"body":"The mathematical result of that"},{"startTime":2043.96,"endTime":2048.3,"body":"is I will win. That just is,"},{"startTime":2049.16,"endTime":2053.74,"body":"that's not confidence. That's not"},{"startTime":2049.16,"endTime":2053.74,"body":"bluster. That's not, you know, Hey,"},{"startTime":2053.741,"endTime":2057.26,"body":"believe in yourself and you can"},{"startTime":2053.741,"endTime":2057.26,"body":"do it. That is just the math."},{"startTime":2057.36,"endTime":2062.25,"body":"That's what happens when you get"},{"startTime":2057.36,"endTime":2062.25,"body":"that many tries in and you've got the"},{"startTime":2062.45,"endTime":2064.37,"body":"agility to come back."},{"startTime":2062.45,"endTime":2064.37,"body":"This would part of it,"},{"startTime":2064.371,"endTime":2066.37,"body":"part of what was important in"},{"startTime":2064.371,"endTime":2066.37,"body":"that was the feedback loop."},{"startTime":2066.91,"endTime":2069.29,"body":"So when you know how to"},{"startTime":2066.91,"endTime":2069.29,"body":"evaluate that feedback loop,"},{"startTime":2069.35,"endTime":2072.77,"body":"how to adjust your responses,"},{"startTime":2069.35,"endTime":2072.77,"body":"how to feed that back in and,"},{"startTime":2073.05,"endTime":2077.05,"body":"and really accelerate that cycle. It's"},{"startTime":2079.09,"endTime":2082.6,"body":"it, it's just, it's a super, super"},{"startTime":2079.09,"endTime":2082.6,"body":"powerful process. And by the way, I,"},{"startTime":2082.94,"endTime":2086.32,"body":"it leads to now, if I were"},{"startTime":2082.94,"endTime":2086.32,"body":"gonna go out and say, okay,"},{"startTime":2086.321,"endTime":2090.2,"body":"I'm gonna spend a lot of"},{"startTime":2086.321,"endTime":2090.2,"body":"money on an agency to go out"},{"startTime":2090.201,"endTime":2093.52,"body":"go out and create some, some video"},{"startTime":2090.201,"endTime":2093.52,"body":"content, some commercial type things,"},{"startTime":2093.54,"endTime":2098.2,"body":"or to you know, a, a, a"},{"startTime":2093.54,"endTime":2098.2,"body":"good funnel. It also, I,"},{"startTime":2098.32,"endTime":2102.56,"body":"I now have proven all of the elements."},{"startTime":2098.32,"endTime":2102.56,"body":"It's the equivalent in golf of all right."},{"startTime":2102.64,"endTime":2104.47,"body":"I I've been working on my grip for hours."},{"startTime":2104.5,"endTime":2108.11,"body":"I've been working on my stance for hours."},{"startTime":2104.5,"endTime":2108.11,"body":"My approach I've been working on, on,"},{"startTime":2108.21,"endTime":2111.55,"body":"on my hip movements and unlocking all"},{"startTime":2108.21,"endTime":2111.55,"body":"that stuff and all of these little things."},{"startTime":2111.551,"endTime":2113.87,"body":"And now I'm gonna go out to the course"},{"startTime":2111.551,"endTime":2113.87,"body":"and it's gonna pull and I'm gonna pull it"},{"startTime":2113.871,"endTime":2116.35,"body":"all together. And by the way,"},{"startTime":2116.351,"endTime":2120.03,"body":"I applied this principle to my golf game"},{"startTime":2116.351,"endTime":2120.03,"body":"and I added like 40 yards to my drive"},{"startTime":2120.09,"endTime":2123.98,"body":"in a 10 day period, which is"},{"startTime":2120.09,"endTime":2123.98,"body":"exceedingly difficult to do."},{"startTime":2124.0,"endTime":2127.82,"body":"But the concept holds in any"},{"startTime":2124.0,"endTime":2127.82,"body":"performance based activity,"},{"startTime":2128.32,"endTime":2131.54,"body":"you master these small things, you get"},{"startTime":2128.32,"endTime":2131.54,"body":"the reps because you can do it very,"},{"startTime":2131.541,"endTime":2136.5,"body":"very quickly with a low here"},{"startTime":2131.541,"endTime":2136.5,"body":"and here are the low cost"},{"startTime":2136.6,"endTime":2140.83,"body":"to your mistakes, high frequency,"},{"startTime":2136.6,"endTime":2140.83,"body":"and, and eventually, and,"},{"startTime":2140.99,"endTime":2143.55,"body":"and then all you're doing is"},{"startTime":2140.99,"endTime":2143.55,"body":"you're chasing the, again,"},{"startTime":2143.551,"endTime":2146.91,"body":"what we call chasing the tail, which"},{"startTime":2143.551,"endTime":2146.91,"body":"means you don't care about, well,"},{"startTime":2146.911,"endTime":2150.71,"body":"this one got 2.2% clickthrough"},{"startTime":2146.911,"endTime":2150.71,"body":"rate. And this one got 2.2,"},{"startTime":2150.711,"endTime":2154.35,"body":"5% clickthrough rate that"},{"startTime":2150.711,"endTime":2154.35,"body":"that's traditional test."},{"startTime":2154.37,"endTime":2156.31,"body":"And most people are not"},{"startTime":2154.37,"endTime":2156.31,"body":"ready for optimizations yet,"},{"startTime":2156.64,"endTime":2158.18,"body":"but that's the only way that"},{"startTime":2156.64,"endTime":2158.18,"body":"they learned how to do it."},{"startTime":2158.181,"endTime":2160.78,"body":"They learned how to do AV optimization"},{"startTime":2158.181,"endTime":2160.78,"body":"testing, and it's terrible."},{"startTime":2161.05,"endTime":2163.62,"body":"It's killing their companies."},{"startTime":2161.05,"endTime":2163.62,"body":"That that's how they do testing,"},{"startTime":2163.98,"endTime":2168.14,"body":"cuz it's the wrong way to do it. Instead,"},{"startTime":2163.98,"endTime":2168.14,"body":"you know, you throw out 2.2, 2.3,"},{"startTime":2168.16,"endTime":2171.38,"body":"2.2 0.5, 2.12. And, and you, and then,"},{"startTime":2171.56,"endTime":2175.7,"body":"but you get enough rapid iterations and"},{"startTime":2171.56,"endTime":2175.7,"body":"suddenly you throw out a four and it's"},{"startTime":2175.701,"endTime":2176.94,"body":"like, oh, okay, all right,"},{"startTime":2177.07,"endTime":2180.77,"body":"you wanna get around the loss of signal"},{"startTime":2177.07,"endTime":2180.77,"body":"that you have on Facebook right now?"},{"startTime":2180.91,"endTime":2184.61,"body":"That's how you you've gotta play for"},{"startTime":2180.91,"endTime":2184.61,"body":"those outliers. You play for those,"},{"startTime":2184.62,"endTime":2185.93,"body":"those things where it's like, we,"},{"startTime":2185.95,"endTime":2189.85,"body":"we just absolutely broke the mold for"},{"startTime":2185.95,"endTime":2189.85,"body":"what's possible. Not cuz we're genius,"},{"startTime":2190.51,"endTime":2195.49,"body":"but because we just, we did enough"},{"startTime":2190.51,"endTime":2195.49,"body":"stuff fast enough that we, we,"},{"startTime":2195.51,"endTime":2200.16,"body":"we got out of the, you, what's"},{"startTime":2195.51,"endTime":2200.16,"body":"gonna be best between 2.1 to 2.3."},{"startTime":2200.16,"endTime":2201.44,"body":"And that's what all of our ranges are."},{"startTime":2201.441,"endTime":2202.88,"body":"And then suddenly we"},{"startTime":2201.441,"endTime":2202.88,"body":"throw out a four it's,"},{"startTime":2202.94,"endTime":2205.84,"body":"I'm going through this with one of my"},{"startTime":2202.94,"endTime":2205.84,"body":"partners right now that we've gone from"},{"startTime":2206.681,"endTime":2209.76,"body":"literally like a percent and a half"},{"startTime":2206.681,"endTime":2209.76,"body":"clickthrough rate on the front end."},{"startTime":2210.86,"endTime":2214.72,"body":"But just this last week they were"},{"startTime":2210.86,"endTime":2214.72,"body":"throwing out front end creatives."},{"startTime":2214.721,"endTime":2219.19,"body":"Now they're getting 12% engagement on"},{"startTime":2214.721,"endTime":2219.19,"body":"'em 12% clickthroughs on them again."},{"startTime":2219.37,"endTime":2221.15,"body":"Not cuz I'm sitting"},{"startTime":2219.37,"endTime":2221.15,"body":"here like I'm a genius."},{"startTime":2221.25,"endTime":2225.83,"body":"Let me tell you what you should put in"},{"startTime":2221.25,"endTime":2225.83,"body":"your creative it's because we just tried"},{"startTime":2226.13,"endTime":2228.43,"body":"so much stuff. We lowered"},{"startTime":2226.13,"endTime":2228.43,"body":"that threshold down so low."},{"startTime":2228.431,"endTime":2231.15,"body":"They've got like support people."},{"startTime":2228.431,"endTime":2231.15,"body":"They're like, well, I don't know."},{"startTime":2231.151,"endTime":2233.75,"body":"Should we test this? Should we"},{"startTime":2231.151,"endTime":2233.75,"body":"try this? Throw it in there."},{"startTime":2233.85,"endTime":2236.95,"body":"That's how low the threshold is on"},{"startTime":2233.85,"endTime":2236.95,"body":"this. Throw it in there and let's see."},{"startTime":2237.65,"endTime":2240.94,"body":"And then you, then you go into what I"},{"startTime":2237.65,"endTime":2240.94,"body":"did with the chairs where it's like,"},{"startTime":2241.14,"endTime":2243.74,"body":"right, we got this, that was"},{"startTime":2241.14,"endTime":2243.74,"body":"4% and this, that was 6%."},{"startTime":2243.87,"endTime":2245.42,"body":"Let's start mixing and matching and,"},{"startTime":2245.82,"endTime":2247.9,"body":"and now let's start applying"},{"startTime":2245.82,"endTime":2247.9,"body":"some intelligence to it."},{"startTime":2248.56,"endTime":2250.78,"body":"And then all of a sudden it's like,"},{"startTime":2248.56,"endTime":2250.78,"body":"oh my gosh, this one just got 8%."},{"startTime":2250.781,"endTime":2254.5,"body":"Oh my gosh, this one just got 10%."},{"startTime":2250.781,"endTime":2254.5,"body":"Okay, holy crap. This one just got 12%."},{"startTime":2256.24,"endTime":2258.98,"body":"And as we sit back and look back at it,"},{"startTime":2256.24,"endTime":2258.98,"body":"it's like, gosh, there was no genius."},{"startTime":2259.45,"endTime":2263.29,"body":"There was no like I everybody's"},{"startTime":2259.45,"endTime":2263.29,"body":"waiting around for the, what's the big,"},{"startTime":2263.291,"endTime":2267.21,"body":"huge idea. And it doesn't"},{"startTime":2263.291,"endTime":2267.21,"body":"one that rarely happens."},{"startTime":2267.39,"endTime":2270.37,"body":"And when it does happen, it"},{"startTime":2267.39,"endTime":2270.37,"body":"rarely works. This is more,"},{"startTime":2271.03,"endTime":2273.97,"body":"how can we just be average and ordinary,"},{"startTime":2271.03,"endTime":2273.97,"body":"but be average and ordinary, super,"},{"startTime":2273.971,"endTime":2277.29,"body":"super fast. And and,"},{"startTime":2277.41,"endTime":2281.8,"body":"and the results people under this is"},{"startTime":2277.41,"endTime":2281.8,"body":"results at an accelerated pace and people"},{"startTime":2281.87,"endTime":2285.36,"body":"underestimate the, the power"},{"startTime":2281.87,"endTime":2285.36,"body":"of those compounding results."},{"startTime":2285.94,"endTime":2286.76,"body":"So, so."},{"startTime":2286.76,"endTime":2288.4,"body":"I probably didn't even answer"},{"startTime":2286.76,"endTime":2288.4,"body":"your question by the way."},{"startTime":2288.58,"endTime":2290.92,"body":"No, that's that? So"},{"startTime":2288.58,"endTime":2290.92,"body":"that's like drawing such,"},{"startTime":2291.04,"endTime":2292.68,"body":"I have so many ideas coming"},{"startTime":2291.04,"endTime":2292.68,"body":"to my mind right now."},{"startTime":2292.7,"endTime":2297.24,"body":"So so I'm hoping to kind of like"},{"startTime":2292.7,"endTime":2297.24,"body":"before we kind of close here,"},{"startTime":2297.241,"endTime":2301.15,"body":"what I I'd like to get a little"},{"startTime":2297.241,"endTime":2301.15,"body":"tangible if that's all right with like,"},{"startTime":2301.151,"endTime":2305.59,"body":"so when I hear rapid testing,"},{"startTime":2301.151,"endTime":2305.59,"body":"different things like I'm hearing okay."},{"startTime":2305.61,"endTime":2307.27,"body":"So we're gonna be rapid testing headlines,"},{"startTime":2307.95,"endTime":2310.67,"body":"creative we're gonna be doing"},{"startTime":2307.95,"endTime":2310.67,"body":"different like primary text."},{"startTime":2310.69,"endTime":2313.87,"body":"Is that what you're referring to when"},{"startTime":2310.69,"endTime":2313.87,"body":"you're saying like rapid testing within"},{"startTime":2314.15,"endTime":2315.56,"body":"Facebook? Like, are you, you isolating."},{"startTime":2315.56,"endTime":2316.393,"body":"That's part of it E."},{"startTime":2316.76,"endTime":2317.96,"body":"A single variable, your."},{"startTime":2318.04,"endTime":2322.72,"body":"Rapid test extreme I extreme"},{"startTime":2318.04,"endTime":2322.72,"body":"isolation. Yes. And, and so that is,"},{"startTime":2323.26,"endTime":2326.8,"body":"you hit on some of the elements that"},{"startTime":2323.26,"endTime":2326.8,"body":"we will test. We will do rapid tests,"},{"startTime":2326.97,"endTime":2331.68,"body":"naked tests on headlines."},{"startTime":2326.97,"endTime":2331.68,"body":"We'll do naked tests on on,"},{"startTime":2331.681,"endTime":2332.56,"body":"on the creative side of it,"},{"startTime":2332.68,"endTime":2335.23,"body":"but we'll also do naked"},{"startTime":2332.68,"endTime":2335.23,"body":"tests on just pure messaging."},{"startTime":2335.48,"endTime":2337.51,"body":"We'll throw out an ad where we're not,"},{"startTime":2337.56,"endTime":2340.59,"body":"we're taking out all of the conversion"},{"startTime":2337.56,"endTime":2340.59,"body":"elements of a creative, for example,"},{"startTime":2340.591,"endTime":2343.87,"body":"meaning we're not trying to come up with"},{"startTime":2340.591,"endTime":2343.87,"body":"a cool image and something and, and,"},{"startTime":2344.31,"endTime":2346.55,"body":"and great copy and everything"},{"startTime":2344.31,"endTime":2346.55,"body":"else. We're just testing those."},{"startTime":2346.71,"endTime":2351.55,"body":"Our audience respond to this me,"},{"startTime":2346.71,"endTime":2351.55,"body":"so here here's, I'll give you a,"},{"startTime":2351.71,"endTime":2352.95,"body":"a, a concrete example of this."},{"startTime":2354.49,"endTime":2356.74,"body":"We have add one of our"},{"startTime":2354.49,"endTime":2356.74,"body":"brands was pain remediation."},{"startTime":2357.12,"endTime":2360.84,"body":"And so we were trying"},{"startTime":2357.12,"endTime":2360.84,"body":"to, to, to find, well,"},{"startTime":2360.841,"endTime":2364.52,"body":"what is the thing that, that"},{"startTime":2360.841,"endTime":2364.52,"body":"people are gonna respond more to?"},{"startTime":2364.54,"endTime":2369.52,"body":"And so we tested just a whole bunch"},{"startTime":2364.54,"endTime":2369.52,"body":"of literally these are ads that had no"},{"startTime":2369.8,"endTime":2373.2,"body":"creative to them at all. It was basically"},{"startTime":2369.8,"endTime":2373.2,"body":"just, they were just call out ads. It,"},{"startTime":2373.201,"endTime":2377.19,"body":"it was essentially this is"},{"startTime":2373.201,"endTime":2377.19,"body":"what we call a naked offer."},{"startTime":2377.37,"endTime":2380.63,"body":"And it was you know, if we could if,"},{"startTime":2380.87,"endTime":2383.43,"body":"if you could rid yourself of, you know,"},{"startTime":2383.83,"endTime":2388.79,"body":"sciatica pain without whatever"},{"startTime":2383.83,"endTime":2388.79,"body":"would you do that that's all is as"},{"startTime":2388.791,"endTime":2390.91,"body":"simple as that, that's actually"},{"startTime":2388.791,"endTime":2390.91,"body":"probably even more complex than it was."},{"startTime":2391.65,"endTime":2393.75,"body":"And we throw that out in just a,"},{"startTime":2393.79,"endTime":2398.62,"body":"a very basic a format in our case"},{"startTime":2393.79,"endTime":2398.62,"body":"is just a two color ad. And, and,"},{"startTime":2398.9,"endTime":2401.5,"body":"and that's, it, it didn't even"},{"startTime":2398.9,"endTime":2401.5,"body":"go anywhere by the way, like we,"},{"startTime":2401.52,"endTime":2406.02,"body":"we were linking off to at the time, like"},{"startTime":2401.52,"endTime":2406.02,"body":"web MD type things or something, I, we,"},{"startTime":2406.22,"endTime":2408.06,"body":"I wouldn't do that now. I've"},{"startTime":2406.22,"endTime":2408.06,"body":"got a different method for it,"},{"startTime":2408.061,"endTime":2410.7,"body":"but at the time that's all that we"},{"startTime":2408.061,"endTime":2410.7,"body":"were doing. We just wanted to see,"},{"startTime":2411.12,"endTime":2415.22,"body":"what's the message that our audience is"},{"startTime":2411.12,"endTime":2415.22,"body":"going to respond to. And, and it was,"},{"startTime":2415.56,"endTime":2417.93,"body":"you know, is it site sciatica? Is it"},{"startTime":2420.79,"endTime":2422.57,"body":"you know, different types"},{"startTime":2420.79,"endTime":2422.57,"body":"of foot pain or whatever."},{"startTime":2422.59,"endTime":2426.53,"body":"And we discovered that sciatica had it"},{"startTime":2422.59,"endTime":2426.53,"body":"performed like 30% better than anything."},{"startTime":2426.93,"endTime":2429.85,"body":"Anything else did. Now, we use"},{"startTime":2426.93,"endTime":2429.85,"body":"that to start to, to move up and,"},{"startTime":2430.21,"endTime":2433.41,"body":"and start incorporating that into,"},{"startTime":2430.21,"endTime":2433.41,"body":"into funnels, into sales pages,"},{"startTime":2433.92,"endTime":2437.36,"body":"into other things. And so that even"},{"startTime":2433.92,"endTime":2437.36,"body":"was before headline test thing."},{"startTime":2437.361,"endTime":2441.16,"body":"This is very headlines are sexy."},{"startTime":2437.361,"endTime":2441.16,"body":"The message is very unsexy."},{"startTime":2441.161,"endTime":2444.92,"body":"The message is just, would you"},{"startTime":2441.161,"endTime":2444.92,"body":"have a conversation about this?"},{"startTime":2444.94,"endTime":2448.16,"body":"Is this something that you're"},{"startTime":2444.94,"endTime":2448.16,"body":"interested in? And, and now from there,"},{"startTime":2448.161,"endTime":2451.12,"body":"we move them into funnels,"},{"startTime":2448.161,"endTime":2451.12,"body":"sorry, into sandboxes,"},{"startTime":2451.121,"endTime":2454.28,"body":"which are about let's have that"},{"startTime":2451.121,"endTime":2454.28,"body":"conversation and see what your intent is,"},{"startTime":2454.281,"endTime":2457.12,"body":"is your intent. We have what we"},{"startTime":2454.281,"endTime":2457.12,"body":"call a consumption loop intent,"},{"startTime":2457.81,"endTime":2462.31,"body":"but we also have an action loop intent"},{"startTime":2457.81,"endTime":2462.31,"body":"which we don't need to get into here."},{"startTime":2462.31,"endTime":2466.43,"body":"We won't get into here, but, but it starts"},{"startTime":2462.31,"endTime":2466.43,"body":"breaking this stuff down big picture."},{"startTime":2466.78,"endTime":2470.07,"body":"This is more complex than what people"},{"startTime":2466.78,"endTime":2470.07,"body":"are doing right now. But little picture,"},{"startTime":2470.45,"endTime":2475.39,"body":"it allows us to focus on these"},{"startTime":2470.45,"endTime":2475.39,"body":"little teeny foundational building"},{"startTime":2475.391,"endTime":2480.3,"body":"blocks that people right now, the, they"},{"startTime":2475.391,"endTime":2480.3,"body":"assume, we assume as entrepreneurs,"},{"startTime":2481.8,"endTime":2485.98,"body":"we assume that we know way,"},{"startTime":2481.8,"endTime":2485.98,"body":"way more than we actually know."},{"startTime":2486.72,"endTime":2488.78,"body":"And we assume that stuff that makes sense,"},{"startTime":2489.02,"endTime":2491.5,"body":"this most people who go out of business,"},{"startTime":2489.02,"endTime":2491.5,"body":"it's not cuz they don't, it's not,"},{"startTime":2491.62,"endTime":2494.24,"body":"cuz they're stupid. It's not cuz"},{"startTime":2491.62,"endTime":2494.24,"body":"they don't have good products or,"},{"startTime":2494.6,"endTime":2495.433,"body":"or any of those things."},{"startTime":2495.79,"endTime":2499.96,"body":"Most of the time they have reasonable"},{"startTime":2495.79,"endTime":2499.96,"body":"stuff and sometimes even brilliant stuff,"},{"startTime":2500.66,"endTime":2503.32,"body":"but there's a lot more to"},{"startTime":2500.66,"endTime":2503.32,"body":"it than just a good idea."},{"startTime":2503.321,"endTime":2506.76,"body":"There's a lot more to it than this"},{"startTime":2503.321,"endTime":2506.76,"body":"makes sense. This a lot of times, again,"},{"startTime":2506.761,"endTime":2509.72,"body":"anybody who's done, Facebook marketing"},{"startTime":2506.761,"endTime":2509.72,"body":"knows you take. So like this makes sense."},{"startTime":2509.721,"endTime":2514.11,"body":"This makes sense. This makes sense."},{"startTime":2509.721,"endTime":2514.11,"body":"This makes sense. But when I run it,"},{"startTime":2514.111,"endTime":2517.19,"body":"it doesn't make sense. It doesn't"},{"startTime":2514.111,"endTime":2517.19,"body":"work. I can't get it to convert on,"},{"startTime":2517.33,"endTime":2518.163,"body":"on Facebook."},{"startTime":2518.29,"endTime":2521.99,"body":"And so a lot of what we're doing is"},{"startTime":2518.29,"endTime":2521.99,"body":"let's get really clear about what are you"},{"startTime":2522.23,"endTime":2525.54,"body":"assuming is going to work in"},{"startTime":2522.23,"endTime":2525.54,"body":"this process and let's see,"},{"startTime":2525.92,"endTime":2528.34,"body":"can we devise a test that, that,"},{"startTime":2528.69,"endTime":2532.42,"body":"that proves just this"},{"startTime":2528.69,"endTime":2532.42,"body":"element, just this element,"},{"startTime":2532.73,"endTime":2536.13,"body":"just this element before we add 'em all"},{"startTime":2532.73,"endTime":2536.13,"body":"up. Cause adding 'em all up is slow."},{"startTime":2536.33,"endTime":2540.85,"body":"Building a funnel is slow sourcing."},{"startTime":2536.33,"endTime":2540.85,"body":"A product is slow. Doing a,"},{"startTime":2540.93,"endTime":2544.61,"body":"a good video is slow. Even when"},{"startTime":2540.93,"endTime":2544.61,"body":"you're good at it, it's slow, right?"},{"startTime":2544.99,"endTime":2549.57,"body":"So let's test all these things"},{"startTime":2544.99,"endTime":2549.57,"body":"really fast outside of it. And, and,"},{"startTime":2549.73,"endTime":2551.45,"body":"and then kind of piece 'em back together."},{"startTime":2551.56,"endTime":2555.4,"body":"I've done a horrible job explaining"},{"startTime":2551.56,"endTime":2555.4,"body":"that, but, but conceptually at each step,"},{"startTime":2555.47,"endTime":2556.84,"body":"it's very simple. In fact,"},{"startTime":2557.08,"endTime":2561.04,"body":"I would say it's way more simple than"},{"startTime":2557.08,"endTime":2561.04,"body":"what most people are doing even though in"},{"startTime":2561.041,"endTime":2564.92,"body":"total, when you get to the big picture,"},{"startTime":2561.041,"endTime":2564.92,"body":"you've had more complexity to get there,"},{"startTime":2565.44,"endTime":2568.92,"body":"but, but at each step of the way, it's"},{"startTime":2565.44,"endTime":2568.92,"body":"way easier. And that by, by extension,"},{"startTime":2568.921,"endTime":2571.32,"body":"by the way, way, way,"},{"startTime":2568.921,"endTime":2571.32,"body":"way faster using things."},{"startTime":2571.39,"endTime":2572.72,"body":"There's another good concrete example."},{"startTime":2573.68,"endTime":2577.83,"body":"I dunno if familiar with a an app called"},{"startTime":2573.68,"endTime":2577.83,"body":"banner bear and I don't think there's,"},{"startTime":2577.831,"endTime":2579.27,"body":"there's nothing magical about banner bear,"},{"startTime":2579.271,"endTime":2583.07,"body":"but what it does is it lets you"},{"startTime":2579.271,"endTime":2583.07,"body":"set up an image template and then,"},{"startTime":2583.071,"endTime":2586.99,"body":"and then you just make an API call and"},{"startTime":2583.071,"endTime":2586.99,"body":"you can essentially just churn out a"},{"startTime":2586.991,"endTime":2590.83,"body":"whole bunch of of graphic"},{"startTime":2586.991,"endTime":2590.83,"body":"creatives very, very quickly."},{"startTime":2591.09,"endTime":2594.03,"body":"And so we'll do a lot of things like that."},{"startTime":2594.27,"endTime":2596.02,"body":"It's part of how we can"},{"startTime":2594.27,"endTime":2596.02,"body":"and it will automate the,"},{"startTime":2596.12,"endTime":2600.82,"body":"the ad creation side of that as well."},{"startTime":2596.12,"endTime":2600.82,"body":"But, but that's what allows us to,"},{"startTime":2601.46,"endTime":2603.26,"body":"to throw out, you know,"},{"startTime":2601.46,"endTime":2603.26,"body":"I could launch 50 tests."},{"startTime":2603.54,"endTime":2607.06,"body":"I could launch 50 tests from"},{"startTime":2603.54,"endTime":2607.06,"body":"scratch in probably within"},{"startTime":2608.59,"endTime":2613.22,"body":"three hours probably. Meaning"},{"startTime":2608.59,"endTime":2613.22,"body":"I got all 50 things in there,"},{"startTime":2613.72,"endTime":2617.37,"body":"got the creatives done, launched them on"},{"startTime":2613.72,"endTime":2617.37,"body":"face, got the right campaign structure,"},{"startTime":2617.43,"endTime":2618.263,"body":"did everything else,"},{"startTime":2618.47,"endTime":2623.33,"body":"but using things like a combination"},{"startTime":2618.47,"endTime":2623.33,"body":"of banner or bear and air table that,"},{"startTime":2623.331,"endTime":2627.65,"body":"that allows us to just ideate"},{"startTime":2623.331,"endTime":2627.65,"body":"very, very quickly test very,"},{"startTime":2627.651,"endTime":2630.53,"body":"very quickly and then come"},{"startTime":2627.651,"endTime":2630.53,"body":"back around, you know, get,"},{"startTime":2630.531,"endTime":2634.21,"body":"get this feedback a very tight feedback"},{"startTime":2630.531,"endTime":2634.21,"body":"loop coming back around through and,"},{"startTime":2634.37,"endTime":2634.53,"body":"and,"},{"startTime":2634.53,"endTime":2638.48,"body":"and it's actually more accessible than"},{"startTime":2634.53,"endTime":2638.48,"body":"most people think that it is it's it's,"},{"startTime":2639.97,"endTime":2640.261,"body":"it's,"},{"startTime":2640.261,"endTime":2644.1,"body":"it's way more simple than I've probably"},{"startTime":2640.261,"endTime":2644.1,"body":"made it here since this isn't I don't"},{"startTime":2644.101,"endTime":2647.46,"body":"talk about this as a,"},{"startTime":2644.101,"endTime":2647.46,"body":"as a profession. So I'm,"},{"startTime":2647.52,"endTime":2649.1,"body":"I'm over complicating"},{"startTime":2647.52,"endTime":2649.1,"body":"it right now. Probably."},{"startTime":2649.9,"endTime":2652.5,"body":"No, I think this is, this is"},{"startTime":2649.9,"endTime":2652.5,"body":"so great, Matt, and like I'm,"},{"startTime":2652.6,"endTime":2654.98,"body":"I'm grateful that you did spend this time"},{"startTime":2652.6,"endTime":2654.98,"body":"and you've given me actually a lot of"},{"startTime":2654.981,"endTime":2657.38,"body":"ideas of things I would've EST"},{"startTime":2654.981,"endTime":2657.38,"body":"for us, but then also our clients."},{"startTime":2658.15,"endTime":2659.21,"body":"And I think like my,"},{"startTime":2659.39,"endTime":2662.13,"body":"my biggest takeaway from kind of hearing"},{"startTime":2659.39,"endTime":2662.13,"body":"you talk through these things is,"},{"startTime":2662.65,"endTime":2666.01,"body":"is that there's a lot more experimentation"},{"startTime":2662.65,"endTime":2666.01,"body":"that needs to have in people that are"},{"startTime":2666.011,"endTime":2667.09,"body":"kind of doing way more,"},{"startTime":2667.15,"endTime":2670.53,"body":"almost like back when in the Google"},{"startTime":2667.15,"endTime":2670.53,"body":"world they called 'em sags, right?"},{"startTime":2670.531,"endTime":2671.52,"body":"Single keyword ad groups,"},{"startTime":2671.54,"endTime":2673.96,"body":"people sometimes treat their"},{"startTime":2671.54,"endTime":2673.96,"body":"Facebook ads like that too,"},{"startTime":2674.21,"endTime":2677.36,"body":"where they just put all their stock into"},{"startTime":2674.21,"endTime":2677.36,"body":"one thing and they're like, this is it."},{"startTime":2677.361,"endTime":2680.56,"body":"You know, it's their baby, they doctor"},{"startTime":2677.361,"endTime":2680.56,"body":"this ad together and it's just like,"},{"startTime":2680.66,"endTime":2683.84,"body":"and then it doesn't sale or it doesn't"},{"startTime":2680.66,"endTime":2683.84,"body":"do as well as it could if you were"},{"startTime":2683.841,"endTime":2687.04,"body":"testing. So I think my biggest"},{"startTime":2683.841,"endTime":2687.04,"body":"takeaway in all of this is there is,"},{"startTime":2687.041,"endTime":2689.04,"body":"there's a lot more"},{"startTime":2687.041,"endTime":2689.04,"body":"experimentation and like you say,"},{"startTime":2689.041,"endTime":2690.32,"body":"rapid testing that needs to happen."},{"startTime":2691.46,"endTime":2696.35,"body":"Most people are off by probably two"},{"startTime":2691.46,"endTime":2696.35,"body":"or three orders of magnitude with how"},{"startTime":2696.351,"endTime":2697.47,"body":"much testing they should be doing."},{"startTime":2697.78,"endTime":2702.27,"body":"They think that they're flying when they"},{"startTime":2697.78,"endTime":2702.27,"body":"get a dozen in and they should probably"},{"startTime":2702.33,"endTime":2706.83,"body":"be doing five to 10 times"},{"startTime":2702.33,"endTime":2706.83,"body":"that many, but then they,"},{"startTime":2706.831,"endTime":2708.71,"body":"if they do it the way they're"},{"startTime":2706.831,"endTime":2708.71,"body":"doing it, you can't do that."},{"startTime":2708.73,"endTime":2711.34,"body":"That's that's the next breakdown is yes,"},{"startTime":2711.341,"endTime":2714.58,"body":"you've misunderstood that I"},{"startTime":2711.341,"endTime":2714.58,"body":"hopefully there's no offense in that,"},{"startTime":2714.8,"endTime":2718.1,"body":"but they've just misunderstood what they"},{"startTime":2714.8,"endTime":2718.1,"body":"could and should be testing and how to"},{"startTime":2718.22,"endTime":2721.14,"body":"actually run a, a test."},{"startTime":2718.22,"endTime":2721.14,"body":"And what a valid test is."},{"startTime":2721.64,"endTime":2725.22,"body":"We internally differentiate between"},{"startTime":2721.64,"endTime":2725.22,"body":"an experiment and a test cuz testing,"},{"startTime":2725.221,"endTime":2728.42,"body":"people think AB testing and"},{"startTime":2725.221,"endTime":2728.42,"body":"again, AB testing is a terrible,"},{"startTime":2728.88,"endTime":2732.81,"body":"that's a horrible idea for"},{"startTime":2728.88,"endTime":2732.81,"body":"most people because it's,"},{"startTime":2733.4,"endTime":2738.25,"body":"it's pure optimization and most people"},{"startTime":2733.4,"endTime":2738.25,"body":"are not ready optimizing from a, a,"},{"startTime":2738.49,"endTime":2742.77,"body":"a, something that is not profitable"},{"startTime":2738.49,"endTime":2742.77,"body":"to something that's a little bit"},{"startTime":2744.19,"endTime":2747.76,"body":"less, not profitable is not"},{"startTime":2744.19,"endTime":2747.76,"body":"where most people need to be at."},{"startTime":2747.761,"endTime":2749.96,"body":"They need to get wildly"},{"startTime":2747.761,"endTime":2749.96,"body":"profitable first. They,"},{"startTime":2749.961,"endTime":2754.35,"body":"they're not going to get there to"},{"startTime":2749.961,"endTime":2754.35,"body":"Fu 10% at a time they need some,"},{"startTime":2754.351,"endTime":2755.79,"body":"what's gonna move the"},{"startTime":2754.351,"endTime":2755.79,"body":"needle a hundred percent."},{"startTime":2755.791,"endTime":2760.23,"body":"What's gonna move the needle 200%"},{"startTime":2755.791,"endTime":2760.23,"body":"and AB testing. Is it ain't that?"},{"startTime":2760.99,"endTime":2765.71,"body":"Hmm. Well that's, I, I think that"},{"startTime":2760.99,"endTime":2765.71,"body":"that's the, for me like that,"},{"startTime":2765.711,"endTime":2768.47,"body":"that's huge because what I"},{"startTime":2765.711,"endTime":2768.47,"body":"think always, what get you here,"},{"startTime":2768.471,"endTime":2770.95,"body":"isn't gonna get you where you're going"},{"startTime":2768.471,"endTime":2770.95,"body":"and for anybody that's listening right"},{"startTime":2770.951,"endTime":2775.06,"body":"now, like Matt has been where"},{"startTime":2770.951,"endTime":2775.06,"body":"so many of us desire to go."},{"startTime":2775.34,"endTime":2779.9,"body":"And so many businesses I speak to would"},{"startTime":2775.34,"endTime":2779.9,"body":"just like dream of having a business,"},{"startTime":2779.901,"endTime":2783.46,"body":"that's doing five, 10"},{"startTime":2779.901,"endTime":2783.46,"body":"million. And even beyond that,"},{"startTime":2783.461,"endTime":2786.82,"body":"like you've talked about 60"},{"startTime":2783.461,"endTime":2786.82,"body":"million plus 90 million numbers."},{"startTime":2786.821,"endTime":2790.06,"body":"Like that is so aspirational that I"},{"startTime":2786.821,"endTime":2790.06,"body":"think that hearing from someone like you,"},{"startTime":2790.37,"endTime":2792.5,"body":"that has been there,"},{"startTime":2790.37,"endTime":2792.5,"body":"you've done that. Like,"},{"startTime":2792.501,"endTime":2796.01,"body":"what you're doing is so"},{"startTime":2792.501,"endTime":2796.01,"body":"interesting to me because I'm not,"},{"startTime":2796.11,"endTime":2797.53,"body":"I'm not playing in that level. You know,"},{"startTime":2797.55,"endTime":2799.89,"body":"yet one day I will and I'm excited for it."},{"startTime":2799.891,"endTime":2802.29,"body":"But when I hear that it's so foreign"},{"startTime":2799.891,"endTime":2802.29,"body":"to me because like, you're right,"},{"startTime":2802.291,"endTime":2804.33,"body":"nobody teaches what you know,"},{"startTime":2804.35,"endTime":2808.13,"body":"and it's come through all this experience"},{"startTime":2804.35,"endTime":2808.13,"body":"and experimentation that you've been"},{"startTime":2808.131,"endTime":2808.35,"body":"doing."},{"startTime":2808.35,"endTime":2812.93,"body":"So anybody that's listening take this"},{"startTime":2808.35,"endTime":2812.93,"body":"to heart because what you're doing now,"},{"startTime":2812.931,"endTime":2815.44,"body":"isn't gonna get you going."},{"startTime":2812.931,"endTime":2815.44,"body":"And it takes changing things."},{"startTime":2816.121,"endTime":2817.4,"body":"And listening to guys like Matt,"},{"startTime":2817.401,"endTime":2820.12,"body":"that really know what they're talking"},{"startTime":2817.401,"endTime":2820.12,"body":"about and have been at those places that"},{"startTime":2820.121,"endTime":2824.04,"body":"you desire to go, that that"},{"startTime":2820.121,"endTime":2824.04,"body":"can provide that feedback."},{"startTime":2824.54,"endTime":2827.76,"body":"But Matt man, thank you for"},{"startTime":2824.54,"endTime":2827.76,"body":"being on here. I appreciate it."},{"startTime":2829.44,"endTime":2831.0,"body":"Where have you been a"},{"startTime":2829.44,"endTime":2831.0,"body":"value? I it's been fun."},{"startTime":2831.33,"endTime":2833.32,"body":"Where can, where can"},{"startTime":2831.33,"endTime":2833.32,"body":"people connect with you?"},{"startTime":2833.48,"endTime":2835.91,"body":"I know you're not a huge social"},{"startTime":2833.48,"endTime":2835.91,"body":"guy from what I've gathered,"},{"startTime":2835.911,"endTime":2837.67,"body":"but where can we send"},{"startTime":2835.911,"endTime":2837.67,"body":"people to connect with you?"},{"startTime":2840.86,"endTime":2844.54,"body":"Probably the easiest place. Just"},{"startTime":2840.86,"endTime":2844.54,"body":"go to unicorn industries.com and"},{"startTime":2846.12,"endTime":2850.52,"body":"and you can connect with me in fact,"},{"startTime":2846.12,"endTime":2850.52,"body":"I, so there will be some we're,"},{"startTime":2850.521,"endTime":2853.32,"body":"we're putting out some cheat sheets and"},{"startTime":2850.521,"endTime":2853.32,"body":"stuff on rapid testing and things out"},{"startTime":2853.321,"endTime":2855.32,"body":"there too, just to help"},{"startTime":2853.321,"endTime":2855.32,"body":"people with this process."},{"startTime":2855.58,"endTime":2857.56,"body":"So go to unicorn industries and,"},{"startTime":2857.8,"endTime":2861.44,"body":"and from there easiest way to reach"},{"startTime":2857.8,"endTime":2861.44,"body":"out to me similar to what you did,"},{"startTime":2861.441,"endTime":2864.36,"body":"Josh is there'll be messenger links"},{"startTime":2861.441,"endTime":2864.36,"body":"and some other things on there. I, I,"},{"startTime":2864.4,"endTime":2867.8,"body":"I like messenger. I like"},{"startTime":2864.4,"endTime":2867.8,"body":"reaching out that way. So"},{"startTime":2869.68,"endTime":2874.19,"body":"sorry, alarm's going off there."},{"startTime":2869.68,"endTime":2874.19,"body":"Yeah, that's that, that's,"},{"startTime":2874.191,"endTime":2876.75,"body":"that's the easiest way to do"},{"startTime":2874.191,"endTime":2876.75,"body":"it. Start@Unicornindustry.Com."},{"startTime":2877.06,"endTime":2879.31,"body":"Awesome. Cool. Well, Hey, thank you Matt,"},{"startTime":2879.311,"endTime":2883.35,"body":"for being on we really appreciate it"},{"startTime":2879.311,"endTime":2883.35,"body":"and I'm gonna make sure that anybody"},{"startTime":2883.351,"endTime":2887.55,"body":"listening once Matt has that out,"},{"startTime":2883.351,"endTime":2887.55,"body":"we're gonna go to Ali podcast.com/matt."},{"startTime":2887.57,"endTime":2889.74,"body":"And we're just gonna go ahead and"},{"startTime":2887.57,"endTime":2889.74,"body":"redirect it to that cheat sheet."},{"startTime":2890.32,"endTime":2892.3,"body":"So at least grab their email for it,"},{"startTime":2892.32,"endTime":2894.22,"body":"but but we're gonna"},{"startTime":2892.32,"endTime":2894.22,"body":"send them there so that,"},{"startTime":2894.221,"endTime":2896.58,"body":"that way no one can get access to it."},{"startTime":2894.221,"endTime":2896.58,"body":"I know I'll be going there as well."},{"startTime":2897.64,"endTime":2902.54,"body":"So you have been listening to the"},{"startTime":2897.64,"endTime":2902.54,"body":"eCommerce Ali podcast where we believe the"},{"startTime":2902.541,"endTime":2905.86,"body":"great, great brands are built on"},{"startTime":2902.541,"endTime":2905.86,"body":"passionate leadership, smart operations,"},{"startTime":2906.16,"endTime":2908.62,"body":"and of course, powerful marketing,"},{"startTime":2908.621,"endTime":2911.17,"body":"Matt and I are great that"},{"startTime":2908.621,"endTime":2911.17,"body":"you hung out with us today."},{"startTime":2911.75,"endTime":2914.89,"body":"So much stuff here to dive in,"},{"startTime":2911.75,"endTime":2914.89,"body":"go replay it if you need to,"},{"startTime":2914.891,"endTime":2919.81,"body":"because this is important. Thank"},{"startTime":2914.891,"endTime":2919.81,"body":"you. And we will see you next time."}]}