The Discipline of Doing Hard Things - My1Brand

Company: My1Brand

Guest: Benjamin Behrooz

Year Started: 2008

Employees: 11-25

Doing hard things isn’t optional in entrepreneurship, it’s the requirement. In this episode, Benjamin Behrooz, Founder of My1Brand, reveals why discomfort is the doorway to better leadership, stronger teams, and real creative excellence. You’ll hear how hardship shaped his career, how he builds empowered teams, and why great agencies must invest in doing things the right way instead of the easy way.

 Key Takeaways

• Why embracing difficulty is essential to building long-term success
• The mindset shift that turns failure into forward momentum
• How to empower your team to make strong decisions without constant oversight
• What happens when agencies rely on “value-meal marketing” instead of true strategy

Want a more clarity and control for your agency in 2026? An Agency Story has three coaching spots available for 2026. Let’s see if one of those spots is right for you. Visit AnAgencyStory.com and click “Let’s Talk.”

Transcript

Russel: 1:16

Welcome to An Agency Story podcast where owners and experts share the real journey, the early struggles, the breakthrough moments, and everything in between. I'm your host Russel Dubree, former eight figure agency owner, turned business coach. Sold my agency and now helps agency leaders create their ideal business. Every agency has a story, and this is your front row seat. This is an agency story. Welcome to the show today, everyone. I have Benjamin Behrooz with my one brand. Thank you so much for joining us here today, Ben.

Benjamin: 1:55

It's a pleasure. It's a pleasure, Russell. Thanks for having me.

Russel: 1:57

Glad to have you. Let's just get right to it. Tell us what my one brand does and who do you do it for?

Benjamin: 2:02

My one brand has been in existence since 2007. Very humble beginnings HQ was in Los Angeles. Now we're in every major metropolitan city across America, and we're storytellers. With all of the noise in the world, we're able to make something that's impactful with our clients that allows them to have longevity and be able to withstand the storm. If you have a good brand, you're able to go up and down and work with what the environment gives you.

Russel: 2:31

Well, we're gonna get more to how you actually affect that and make that happen for your clients and everywhere else. But let's go back earlier in the story and I wanna hear how young Benjamin came up in the world and what that looked like.

Benjamin: 2:45

Really humble beginnings. I was able to create a company just out of inspiration to wanna be able to do more. I was lucky enough to be able to go to UCLA from that means I was able to have exposure to some amazing teachers that really were able to kind of gimme a different perspective on life. And I think that's what colleges supposed to do and being able to kind of see things differently and do that component. I was working with Sony Music. I worked for the vice president of Sony a and r. The gentleman that I worked for was able to sell ice to an Eskimo, and through that it was humble beginnings of just having long nights trying to make it as an intern and making my bones and through that process. I was able to work in a space before YouTube was profitable and trying to figure out how we're going to premiere the next Britney Spears video and all these amazing things that I was fortunate enough to do. And I had a amazing group of people that were on my shoulders helping me and supporting me, which really did help. And I was able to start my love affair with media and content. And understanding that giving a voice to people is so utterly important. And through this process, I was able to be brought on to a company called Truth th.com. Uh, truth Thig is similar to a Huffington Post or Sister website to them. And I was able to be working under Robert Sheer. He was the editor in chief of the LA Times. So. Having these amazing inspirations around me kind of pushed me to be able to do more. And through this process I was able to work with in truth thick, find my love, find my understanding, and then my company was coming about. And through this process, we were able to bring on clients that needed local digital marketing help. I think when we started, initially we were web developers, that was our term. And my background was, I do know coding as well. So that's something I started with. But our company, as our company kind of transitioned, we grew and we've been growing and we've become a more sustainable voice in the market, and it's been an amazing course that we've kind of had. And I think finding where we can serve people the most and enjoy what we do, that's, I think the balance that now I'm trying to kind of fulfill for myself as well as myself.

Russel: 5:11

All right, so you know, just picking apart a few aspects of your story, you're right in the heart. You're going to UCLA, you're working for Sony and starting out as an intern, I can just kind of hear some of the great experience. What do you think that taught you when that maybe particular experience working at Sony? So

Benjamin: 5:27

the best way I can say it is you have to suffer. Before it actually becomes something, a substance, and it's hard to see the sunlight when you're in the fall. I mean, you're in the dark, but you have to push through right now. When I think back, and I'm smiling right now, and I'm thinking about those overnights, and I'm thinking about how we were able to find a Britney Spears video before it was even launched and be able to segue it, making it to Reddit homepage a couple times, all these little things that kind of. Play in the back of my mind of like how and what we did. And I'm so thankful for that hardship because it allows me to manage and conquer and be able to do what I can do now. So whatever hardship you face, just know you have to deal with it, be welcoming of it. And I think David Goggin says it, embrace the suck. If you're able to embrace the suck and be okay with suffering, and it takes a different kind of animal to be able to be wanting to suffer and wanting to go through that hardship because you know that there's something amazing gonna come from the other end.

Russel: 6:32

I think that is, I don't, I don't wanna say common theme that naturally comes up in a lot of these conversations, but something we do talk about that, you know, our definition of what is hard is only a relative comparison to the hardest thing we've ever done. And so I think if right to your point, if we can find ways to embrace more uncomfortability than when we do encounter hard things, they just might not quite feel as hard. And make it easier to get through inherently. So throw yourself in hard situations to sharpen that edge for yourself.

Benjamin: 7:05

The personality building situations, you're thrown into something and you're having to scale that wall and being able to figure out how to do it. When you look down, it looks, wow, that was so easy to do. You don't know if you don't try. All my failures have led to my successes and I'm like proud to say that.

Russel: 7:21

Well, as I like to tell folks, I don't know that anyone's failed worse than I did in the same business. I always really enjoyed that experience because when we did find a right and better way to do things, it's like, well, I know this is it because I've seen all the ways not to do it. And that proved that all the more true. You kind of start to share where the business is at today, but was there any critical turning points in your journey that really defined, or I guess nothing short of critical to being to where you're at today?

Benjamin: 7:51

I think the understanding, and this is just kind of taking me back, I was trying to kind of dig in my mind and the biggest thing I kind of understood that I was able to consistently do was make sacrifices to help the company grow. So if it was me not getting a paycheck for six months, it was not only getting paid for one year, but we were able to add a new department. If it was me having to, and this is an exact example of moving to New York for a year and a half, to be able to go establish a new HQ and be able to create that new funnel. I think it definitely is the idea of being able to sacrifice for growth and definitely the understanding that having people that are amazing with you. You have endless power and your reach becomes something else. So I definitely think my understanding about creating opportunity for others and how I was able to bring on some amazing people on our team to be able to give our company flight, that's probably one of the biggest things. As our company grew, you can only do so much as one, but as you have amazing creatives and people that are able to make amazing decisions for the company and our clients are really able to see the scale. Creating more with amazing people that are on my sides. We had an internship program, this was a while ago. This was when I initially started the business. That internship program really helped me do what I love, which is educate and work with people and help them kind of find their passions, and through that. We were able to really find people that meh with us, allowed us to be able to work with people. So when I look back on my LinkedIn, I can look at my past staffers and they're working in amazing positions. They're living their best lives, and it's something that, I don't know why, but it's very fulfilling to be able to help contribute to someone's success and them finding their passion and believing in people at the beginning of their careers. I'm sure you were faced with this as well because you're working with people there, and that is something probably that I've had to really understand and embrace, which is we need to believe in the people that we work with. We need to be able to give them the ability to grow and lead them in a place where they're successful. And if it's not with you, that's okay.

Russel: 10:15

I love that. That was our mantra. It's like once you come into our sphere. I want you to be successful. And I realize, I know that is not always gonna be here, but I, I think it's that mentality in of itself that's going to do a lot of the things that you talk about of investing in people and helping them see a better version of themselves.'cause if you assume the opposite or don't treat it that way, then it might be inherently a self-fulfilling prophecy as well.

Benjamin: 10:43

I guess I'm a part of the old guard. I've been here for a little bit, and the reality of being righteous to people and being able to give them a platform that is the spotlight is on them, and they're able to grow and become who they are there. It really is this ecosystem that I'm so proud of that I've been able to create. I'm thinking back right now. I just had one of my first graphic designers that was with me, she just messaged me. She works for a huge company writer and she's about to take a step into a new direction and she meant, Hey, is it okay if I put you down as a reference? I'm like, I just sent her like a hundred heart emojis and I'm just like, of course. She's like, you believed in me when no one else did. I'm thankful for every day we had together. It's just that embrace for me now is amazing and I'm able to see the people that I was able to help and I did what I did. But it was all of them. All I did was give them a platform, give them the ability to find their ambitions and everything else. So it's really amazing and the more I understand those people you have around me, the opportunities that you give others and the payoff is immense.

Russel: 11:49

And really it just boils down to you get what you give. But I think that is a agencies that do grow well, do have talent that takes ownership and is empowered, have embraced that investment, that culture of learning.

Benjamin: 12:05

I think the reality of what you get with staff members, you have people that. Come to fill a position, but no one is the same shape and size. Everyone's a little bit different at strengths, different places, and understanding how each team member is able to learn or contribute and have that become a cycle. So there's a constant growth that we have as a company on the technology side, and we have specific people that will manage. I'm constantly creating one-on-ones group sessions where one is able to teach the other, and for me. My biggest issue is, and I told my son, if you're not asking questions, there's a problem. So for us, we're very much so embracing the questions. So I will let my team members fail if they have to, but they'll learn from that cycle and I'm okay with it. For me, I look at the loss versus reward. Like, what are we gonna really lose if this happens? So give people the ability to learn, not telling them what to do. You don't need a mule. There's enough mules in this work. You need someone that's able to make a good decision for you, your client, and for it to come from a basis of knowledge that you give them. I know my years in the ring that I've had, I have so much back data in my brain. I can think of a situation to pull up, but my team members don't know until I tell them. And I think that's been the major thing of just communication amongst my team to be able to educate each other. One of my team members yesterday, she was legitimately jumping. She's like, I broke the AI checker. I broke the AI checker. And she's like, I went home, I told my husband I broke ai. He's like, I have no idea what you're saying. It's okay. I did good. And she just kept walking. So for us, we really. Enjoy the wins and enjoy. I think I'm a nerd and I think a lot of my staff is too. We really geek out over hacking certain things and figuring out how to reverse engineer things. So it's fun. We enjoy what we do and I think that's the main thing.

Russel: 13:54

Yeah, that's great. And just kind of the bins, cliff notes of uh, some. Core concepts there behind that of one, understanding people's learning styles and adapting to that in the process, and not just having one way of training and meeting people embracing this aspect of teaching each other. What can we all learn from each other in that shared collective experience? And part of that is embracing questions. And then this one, and I think is often the hardest one. Is let them fail, uh, and maybe be willing and focus on breaking stuff in the process, which is interesting. Right. And I think any founder would agree with this is you are who you are because you had to show up in situations and you were naturally going to fail as you've been about your journey. But the team, they get to come in whenever they might come in. They get to come at different points when it's already been solved for them, but they still need that same experience, that same understanding of failure. So how can you give that to them and not screw up the clients in the process? I think that can be a tough thing for owners to be willing to do or even help facilitate.

Benjamin: 15:02

You said it Russell, I think, uh, I'm not always right and I know that. And as a, as an agency owner, we have to understand that the variety of our team members, their way of thinking, their ability to be able to solve problems, it really is important to listen to people because something that was working for X amount of time might not be working for the remainder of time. And because with us, we have such a hyper focus on certain industries, we can adapt and understand much faster. So I've had this understanding of. Let's try, what will we lose on the backend? And because we have so many doors that we manage across America, we can mitigate the issues, we can mitigate the catastrophe. So just our liabilities where they lie and figure out how we can test things to actually have'em deploy. So definitely giving our team the ability to create new ways for us to be better. I'm always, always asking for that.

Russel: 15:58

Well, I mean, we know, I mean, just thinking since you started your business, I started mine in, you know, the last 20, 25 years in the digital space and how, how fast and rapid that has grown. It's unlike the world has ever seen in any short time period, it really, maybe collectively across time periods. And so it sounds like, you know, you cannot. Let the learning process be serendipitous in your business relative to that pace of change that you have to embrace it, and sometimes you have to slow down and let that learning happen. Let that failure happen so that you can go as fast as you need to or faster, as this is all happening around us a hundred percent. I mean, it's a good reminder. You know, it's so funny, some of those things might sound like simple concepts at face value, but I mean, I'm sure as you well know, it takes a lot of discipline. It takes a lot of intention to show up and do that in a meaningful way and Right. We live in a business where it's just easy to just always wanna focus on getting the work done and really the discipline it takes to, you know, step back and make sure you take time for this.

Benjamin: 17:06

You know the people that are a part of your team, they're representing who you are, and over time you're able to understand people's characteristics and understand who and what you need for what job. I'm my staff's biggest cheerleader, and this is something I've just really understood because empowering people, allowing them to be their best, there is no downside to this. There's just upside.

Russel: 17:33

And I don't know if it came up earlier in kind of where you're describing, you know a little bit about where the agency is today, but you went from a, what it sounded like a one man show to a pretty decent sized staff today. Obviously you're probably not able to have as close as touch points with everyone on the team as you once were. So. What has that been like to make sure that these philosophies that you're sharing are shared and filtered down by, like you're saying, your other leaders in the business?

Benjamin: 18:00

I think what we've been able to do is to be able to understand who best communicates with who. This world, this ethos system that we're creating is ushering in more creatives and better people that want to work with a similar minded group.

Russel: 18:17

I think anyone that has certainly done any sort of former sports say there's a lot of inspiration to be taken from the concept. And things that are inherently baked into the sports team but something that I do think is important to hit on because I think in the agency space, everyone wants the team, the talent, and I think that's a learning process to really understand what that is. But you know, just the aspects that you were talking about and how important it is, one, to just have this culture that you're talking about, but putting that out there into the world so that can be seen and known and felt just as much as the culture, if you will, that you're trying to showcase to your potential clients that. Attracts like, and that's how you, you know, bring on the A players and it's almost effectively recruiting. So what things have you done to have, I guess call it a recruiting brand, recruiting market out there in the world so that you can continue to add to that team?

Benjamin: 19:09

So for you to be able to find good talent is insanely difficult, but having a culture, like I mentioned, is really helpful and understanding that you do need to play the game with running in Indeed dads and doing these different things. You do need to do it, but see a eye open on who needs the job versus who wants to fulfill a prophecy or whatever it may be that, oh, I want to be the marketing da, da, da, because when you have someone that is in charge of someone's. Their family's ability to pay their mortgage, their kids to go to college. That for me, I understand the realities of our job of we're allowing others to live their happiness, their lives, to be able to pay their rent, let their kids go to school. So the responsibility level for us is very high, and for us to bring people in that are within those means and understand and they're selfless and want to give back. It really creates an amazing ecosystem of people wanting to give back to our clients. And truth to be told, I put my stat first before the client, so if I have a cancer client snip snip. So there definitely is this understanding of putting your stat first and having this eco that allows for people to come. And it's very interesting, man. We've had a lot of amazing staff members. I still have, I'm looking out right now. They show up at our door. They knocked on the door. They came to our beach day cleanup, they came to our toy drive that we have. There's things that I've seen, pay attention to the people that show up, not the people that are showing off. It doesn't end well when they show off. Never. It does. So the people that show up, the people that have a selflessness, those are the characteristics.

Russel: 20:54

Well, I think this is a space that doesn't suffer looking good. It only rewards actually being good, and certainly at least in the long run. That was an ethos that we often said, or at least I think back to a fundamental key to our success in, in our shift in growing was one, just figuring out all the ways to attract good talent, but right, starting with having a good culture first, but then that's becomes, again, a fortuitous cycle. If you're gonna spend a lot of effort to get good talent, you need to have an environment where you retain and keep them and invest in them as going back to our earlier conversation. So always good lessons and reminders that we can't, not, no one different if we're gonna go back to our sports team, right? You gotta take care of the players, you gotta heal'em up when they're injured from a tough game and continue to work on new plays, new ways of working. So, very cool. Well, again, so many topics I want to open up, but there, there was a really cool word that you used in our previous conversation, and this is very resonant as this week. I hosted a workshop that was about agency strategy planning and building out a long-term vision and plan for the business. And the term you used, and I just want you to kind of shed more light on is future casting. And talk to us just a little bit about that, what that means to you and what that looks like in your business.

Benjamin: 22:12

What's been happening with us is the people that we work with, we're dealing with Fortune 500 companies. We're dealing with people that have a lot of liability in place. And we are able to kind of help step in and figure out if the investment is worth the reward. And a lot of ways, with us future casting, we are able to kind of take a deeper look to understand where are the conversations happening, how are the methods in which people are getting to a brand or product shipped? Is this Amazon proof? All these things that we know are realities. Being able to look at your business, be able to make good decisions, and have an actual strategy and plan. Something that's been happening, and I like to use this term, value, meals don't work. So if you try to get the exact same thing as a thousand other people and you feel, oh, I just saved dah, dah, dah, dah, dah, yeah, but how much did you actually lose because you didn't make that money? So there definitely is this mentality. Being able to look at, is it worth investing for something to be able to get that revenue back? As well as having an understanding that you have your front door, you have your storefront companies don't necessarily make their main money on the products they have that are on the windows. It may be one of the offerings in the back that they're able to serve because that had the foundation. So with us, we're able to really shake out. The business and be able to look at competitors, be able to look at data, be able to do focus groups, and then be able to come out with an actual strategy that a board can kind of look at and say, yes, I want to do this. Because people think, oh, I'm gonna run Instagram or Meta Ads is gonna solve my problem. That's not the case. You know, one little algorithm change in your bubble pops. So we're more so in a place of creating stability and foundation for our clients. You know, for us, we're not that match. And because the same way they're gonna probably do a chargeback for that company and whatever they're gonna deal with and they're like, you guys didn't do anything. But it makes sense. You's gonna get on the first page of Google for$500 or$300. It's not real. If it's too good to be true, it probably is not gonna work for you. So for us, I think it's really the future casting is being able to do research, quantify with actual data. Give the people that are running the company a sober view of what they're doing.

Russel: 24:32

Sometimes it works, sometimes it doesn't. Yeah, I think that was literally another conversation. And if it looks too good to be true, it probably is. We've heard that saying since we were the smallest of kids. Yeah. Yeah. That just seems like so human nature to always want to seek that out. But yeah, just, just a couple takeaways from, uh, what you're sharing there. There's no cheap investing. And any significant return is gonna ever come from a significant investment. But the plan is to do the work, the discovery process said to essentially measure twice, cut once, which is ultimately an important part of the process to get the buy-in, to make that huge investment. And it sounds like you've spent a lot of your own investment in that process so that it gives more confidence to this idea of what the future could look like. And uh, that sounds like that's worked out well for you.

Benjamin: 25:23

It has. And luckily we've been able to kind of help with this transitions that taken place through COVID, through ai, through all these things, and it's been really amazing for the people that are seeking a path forward instead of trying to do the same thing hoping it lasts. So we're definitely seeing that and we're definitely like stepping in constantly to be able to help with those types of discoveries and kind of doing pathways for people.

Russel: 25:47

One other thing that I know is something that you've just spent a lot of time and it seems like we've weaved it in through different parts of this conversation, is just a significant, going back to investment and learning in just human psychology and behavior. Why was that important to you and what are just some of the hot takes based upon all that research and investment you've done?

Benjamin: 26:09

We're a marketing company, but it's all psychology. It's being able to create something to be able to give an emotional response to the people that are looking at it. And the more you're able to do that, the more you're able to move the needle. And this is our little spiel. We get somewhere on the phone. I'm like, where was the last three places you ate? Where was the last two places you wipe shopped? And what was this? And it's because we've been able to be a part of those every single step from the place you ordered food from some of the biggest chains in America to where people are buying their ammunition for their weapons, to where they're going to the hospital to take care of their young ones. So all these different places where we've been able to be a part of and be able to be a part of the story. There really isn't a hot take for that, but it's a amazing feeling of being able to actually be on the ground because you have a lot of marketing companies that are in Philippines, Brazil, all these different places. They don't understand what veterans they actually is. Like they use the word metro when their people don't know they use bus. And there's just certain disconnects. And for us to be locally going to the local events,'cause our staff members go there.

Russel: 27:13

Well, and you know, it, it seems like going back to, I think again, how we started the conversation of just all the noise that exists today, broad strokes don't work anymore. And again, some of these high level talking points or initiatives or aspects in the business don't sound complicated at face value, but. It takes a significant, again, investment and learning to do those well, and you know, it's interesting, I think sometimes in the work I do, again, it goes back to this idea that people are looking for the quick fix or maybe even sometimes the hot take, and how important is to go through the journey of those subjects and those aspects because you have to craft your own solution. Otherwise, it will always fall short. So maybe that just comes back to, again, go full circle with this, doing hard things and getting comfortable doing those hard things.

Benjamin: 28:00

David Goggins baby.

Russel: 28:03

Yeah.

Benjamin: 28:04

If I'm too comfortable, I'm not doing enough.

Russel: 28:07

I can't say like I'm a huge David Goggin follower, but I know enough of the crazy stuff he does to know that that's insanity.

Benjamin: 28:14

You know, it's kind of funny because I had a couple trips out of the country to some difficult places, and that's who I'm listening to before I go into the nitty gritty of. India or wherever it may be, that's just a little bit tougher for us Americans to kind of handle. So he was a mess fire. Yeah, he's, he's, he's like my coat of arbor at times where I'm walking a bad situation. I've actually met him, I saw him in the streets running. I was able to speak with him and everything else, so it's amazing. It's amazing. Yeah.

Russel: 28:41

Yeah. Power of living in la but I think even maybe at a smaller scale when I'm sure everyone out there listening, right? You've got that agency or that other business that you know, maybe, you know, makes you feel like you're not performing well enough or something like that, but, but just another person too that maybe a little further along in their journey or just a little step differently. So yeah, focus on yourself. Keep on keeping on. Well, I'm gonna have to stop opening cans of worms here and, uh, start to wind this down. I guess maybe just be curious to hear, how are you looking into the future of this business? Whatcha trying to achieve

Benjamin: 29:16

truthfully, make a bunch of money, make things that help a lot of people and have a lot of fun and as simple as that because when everything comes full circle, guys, enjoying what you do and being able to help people. That's what we should all be doing on a big scale. And that's it. I think those are my main things and happiness as at the top of everything else and trying to work on projects that actually inspire me and inspire my team because our company, as this has been what's been happening, we don't work on easy projects. We get contacted for the more difficult, when 10 companies say no, this is not possible. We're like, there's a way and we're able to kind of facilitate things and that's what's been at our core and constantly having projects, we're able to scale and take on. Uncomfortable things that they're able to make

Russel: 30:06

people's lives better. I think that this point in the conversation, that's not a surprise to say and, uh, totally makes sense, uh, given, given everything you've shared already. Well, very cool. Can't wait to see how that continues to shake out for you. Finding new levels of hard things to do. So, one last big question for you. Are entrepreneurs born or are they made.

Benjamin: 30:26

Entrepreneurs are made. It's in your own hands. Whatever you do, you live by the rope. And that's what I say. It's my meetings, my managers, whenever they join me and I can make a manager, you get a rope, you can use that rope to climb up the mountain, or you can use that rope to hang yourself. It's in your own hands. But we're very much so in a place of motivating and pushing and letting people be who they're, whatever your dream is, add five, six more zeros to it. That's where you'll be able to see your greatness. Never think small. Anything is possible when 10 other people hear no. That no is you have 30% chance of still doing it. Keep pushing us.

Russel: 31:01

All right. One of the more confident made answers I hear on the show, so I'm here for it. Well, if people wanna know more about my one brand and everything else you're doing, where can they go?

Benjamin: 31:12

Us up guys. Look up my one brand.com. Um, we are doing volunteer events across America. We do Earth Day Beach cleanup in Los Angeles. We're working with NYPD, our Poy drive towards Christmas time. We have different events happening in Hawaii. We are working with different vendors that we have in Texas to be able to do an amazing toy drive at all the doors we have in Texas. So, being a part of what we're doing, we're doing something great.

Russel: 31:37

Well, thank you so much, Ben, for taking the time outta your schedule today to share so many insights from really embracing and doing hard things and how that can impact for the power of learning and building a culture around that. And just another remembrance of the idea that there's no easy money, no cheap investments, and goes back to doing hard things to make good things happen. And your, as you said near the end, in charge of your own rope and what you use that for. Really appreciate you taking the time to share that with us today. Amazing. While we're able to help one person, it's all worth itself, uh, that we will. Thank you for listening to an agency story podcast where every story helps you write your own, subscribe, share, and join us again for more real stories, lessons learned, and breakthroughs ahead. What's next? You'll want to visit an agency story.com/podcast and follow us on Instagram at an agency story for the latest updates.

Benjamin: 32:34

Because of where we are and because we serve a certain community, we are intertwined in things that go trending, things that break the internet. So probably the craziest stuff has to be is the, is the craziness of the internet once something goes viral and who comes out of the woodwork? So for us, the one thing we get to see some of those wild messages that come in, and I definitely have a very different understanding of what the world is, what people's inner thoughts are because of those things. So I think for our, where we sit and what we have a vantage point to, we really are able to see the wildness and the wild, wild west of what the internet is and what people think and what is possible. So. I think without, without having to beep stuff out. I think that's the best way I can kind of share.

Russel: 33:24

It seems like some days you might need the men in black Mind erase tool mean if, if you're going to some of those places, it sounds like you, you know, it's,

Benjamin: 33:33

we are the men in black man. We are the people hitting the button and think disappear. So we are the mag block a million

Russel: 33:40

times ourselves. Well, it's probably really needed. Uh, that's, uh, um, I can't even imagine. Yeah. That's awesome.