{"version":"1.0.0","segments":[{"startTime":0.44,"endTime":4.88,"body":"If you aren't grabbing people and you're"},{"startTime":0.44,"endTime":4.88,"body":"not helping them understand your brand"},{"startTime":4.905,"endTime":10.74,"body":"world, then we need to do some work."},{"startTime":10.765,"endTime":14.34,"body":"One, two, three, four."},{"startTime":14.365,"endTime":16.42,"body":"You're building a brand online."},{"startTime":16.445,"endTime":18.78,"body":"You've got wild AF dreams."},{"startTime":18.805,"endTime":22.96,"body":"You know you've got the potential to grow"},{"startTime":18.805,"endTime":22.96,"body":"your biz into something pretty dang"},{"startTime":22.985,"endTime":26.98,"body":"incredible, and you want"},{"startTime":22.985,"endTime":26.98,"body":"to do it all the right way."},{"startTime":27.005,"endTime":32.52,"body":"Hey, I'm Alex, your brand bestie, and this"},{"startTime":27.005,"endTime":32.52,"body":"This is Brandology, the podcast that feels"},{"startTime":32.545,"endTime":36.84,"body":"like a coffee chat with a biz friend who's"},{"startTime":32.545,"endTime":36.84,"body":"giving you all the tips and advice on"},{"startTime":36.865,"endTime":39.82,"body":"growing your brand,"},{"startTime":36.865,"endTime":39.82,"body":"because that's what it is."},{"startTime":39.845,"endTime":44.54,"body":"We're talking strategy, design,"},{"startTime":39.845,"endTime":44.54,"body":"content, messaging, and more."},{"startTime":44.565,"endTime":48.8,"body":"So if you're ready for no BS brand advice"},{"startTime":44.565,"endTime":48.8,"body":"from someone who's done it all"},{"startTime":48.825,"endTime":51.08,"body":"before, this is the pod for you."},{"startTime":51.105,"endTime":55.52,"body":"Let's get into it."},{"startTime":56.44,"endTime":61.14,"body":"Hello, hello, and welcome back"},{"startTime":56.44,"endTime":61.14,"body":"to another episode to Brandology."},{"startTime":61.165,"endTime":63.58,"body":"Thank you so much for joining me."},{"startTime":63.605,"endTime":66.96,"body":"It's always such a pleasure to sit here"},{"startTime":63.605,"endTime":66.96,"body":"and chat with you about"},{"startTime":66.985,"endTime":68.77,"body":"branding and business."},{"startTime":68.8,"endTime":71.62,"body":"I don't know if you can tell from"},{"startTime":68.8,"endTime":71.62,"body":"my voice, but I have been sick."},{"startTime":71.645,"endTime":74.41,"body":"Again, I actually can't believe it."},{"startTime":74.44,"endTime":78.29,"body":"It's my third time being"},{"startTime":74.44,"endTime":78.29,"body":"sick in four months."},{"startTime":78.32,"endTime":80.34,"body":"I don't know what's going on."},{"startTime":80.365,"endTime":85.12,"body":"Thankfully, this one wasn't as bad as the"},{"startTime":80.365,"endTime":85.12,"body":"last two that I got, but it still took"},{"startTime":85.145,"endTime":87.82,"body":"me off my feet for quite a few days."},{"startTime":87.845,"endTime":94.26,"body":"And I'm now on the other side of it, which"},{"startTime":87.845,"endTime":94.26,"body":"is great, but it does mean that my"},{"startTime":94.285,"endTime":96.29,"body":"throat is still a bit dry and funny."},{"startTime":96.32,"endTime":100.14,"body":"So I'm going to try and keep this episode"},{"startTime":96.32,"endTime":100.14,"body":"a little bit shorter so then I'm not"},{"startTime":100.165,"endTime":104.14,"body":"coughing in your ear because that's"},{"startTime":100.165,"endTime":104.14,"body":"not going to be pleasant for anyone."},{"startTime":104.165,"endTime":108.14,"body":"But yes, it's Honestly, to be totally"},{"startTime":104.165,"endTime":108.14,"body":"honest with you, it's been a bit"},{"startTime":108.165,"endTime":111.12,"body":"of a rough start to 2025 for me."},{"startTime":111.145,"endTime":114.85,"body":"It's not the start of the year that I"},{"startTime":111.145,"endTime":114.85,"body":"wanted to have,"},{"startTime":114.88,"endTime":122.655,"body":"but I am trying to not let that affect me"},{"startTime":114.88,"endTime":122.655,"body":"because it doesn't really matter whether"},{"startTime":122.68,"endTime":125.08,"body":"it's the start of the year or"},{"startTime":122.68,"endTime":125.08,"body":"just a random month in the year."},{"startTime":125.105,"endTime":131.26,"body":"I think we all put a lot of"},{"startTime":125.105,"endTime":131.26,"body":"pressure on the start of the year."},{"startTime":131.285,"endTime":135.36,"body":"If we have a bad beginning to the year, it"},{"startTime":131.285,"endTime":135.36,"body":"means the rest of the year is not going to"},{"startTime":135.385,"endTime":138.775,"body":"be great or it dampens our"},{"startTime":135.385,"endTime":138.775,"body":"perspective on the rest of the year."},{"startTime":138.8,"endTime":140.12,"body":"I don't want to think like that."},{"startTime":140.145,"endTime":142.855,"body":"I know it's easy to get"},{"startTime":140.145,"endTime":142.855,"body":"into that headspace."},{"startTime":142.88,"endTime":145.16,"body":"And honestly, a lot of the people I've"},{"startTime":142.88,"endTime":145.16,"body":"been speaking to have also"},{"startTime":145.185,"endTime":147.04,"body":"had a rough start to 2025."},{"startTime":147.065,"endTime":151.22,"body":"So if you're listening to this and"},{"startTime":147.065,"endTime":151.22,"body":"you're like, same, you are not alone."},{"startTime":151.245,"endTime":157.45,"body":"So now we're into February and I'm really"},{"startTime":151.245,"endTime":157.45,"body":"wanting things to pick up and"},{"startTime":157.48,"endTime":161.56,"body":"I'm trying to actively work"},{"startTime":157.48,"endTime":161.56,"body":"towards things picking up as well."},{"startTime":161.585,"endTime":164.64,"body":"I've had a lot of stuff happening in my"},{"startTime":161.585,"endTime":164.64,"body":"personal life and then I"},{"startTime":164.665,"endTime":165.96,"body":"got sick on top of that."},{"startTime":165.985,"endTime":168.04,"body":"And I just had all these"},{"startTime":165.985,"endTime":168.04,"body":"other things happen."},{"startTime":168.065,"endTime":170.58,"body":"My dog chipped my tooth."},{"startTime":170.605,"endTime":173.095,"body":"This is completely off topic."},{"startTime":173.12,"endTime":176.24,"body":"So apologies if you don't care, you can"},{"startTime":173.12,"endTime":176.24,"body":"just skip ahead a couple of minutes."},{"startTime":176.265,"endTime":182.0,"body":"But one of my dogs, well, both of my dogs,"},{"startTime":176.265,"endTime":182.0,"body":"they playing together, and I had my"},{"startTime":182.025,"endTime":184.82,"body":"head down near where they were playing."},{"startTime":184.845,"endTime":188.895,"body":"Then one of them flung their"},{"startTime":184.845,"endTime":188.895,"body":"head back into my mouth."},{"startTime":188.92,"endTime":191.08,"body":"I honestly thought one of my"},{"startTime":188.92,"endTime":191.08,"body":"teeth had been knocked out."},{"startTime":191.105,"endTime":193.295,"body":"I was in that much pain,"},{"startTime":191.105,"endTime":193.295,"body":"and I was so scared."},{"startTime":193.32,"endTime":195.34,"body":"I was like, Oh, my God,"},{"startTime":193.32,"endTime":195.34,"body":"one of my front teeth."},{"startTime":195.365,"endTime":198.3,"body":"One of my two front teeth"},{"startTime":195.365,"endTime":198.3,"body":"is going to be gone."},{"startTime":198.325,"endTime":202.66,"body":"Thankfully, it wasn't, but I did have this"},{"startTime":198.325,"endTime":202.66,"body":"huge chip taken out of my front"},{"startTime":202.685,"endTime":205.18,"body":"tooth, and I looked like a pirate."},{"startTime":205.205,"endTime":207.255,"body":"I was bawling my eyes out."},{"startTime":207.28,"endTime":209.28,"body":"I was like, Oh, my God,"},{"startTime":207.28,"endTime":209.28,"body":"my tooth has been chipped."},{"startTime":209.305,"endTime":211.86,"body":"This has never It happened"},{"startTime":209.305,"endTime":211.86,"body":"to me before, ever."},{"startTime":211.885,"endTime":215.2,"body":"I had to go get that fixed at the dentist."},{"startTime":215.225,"endTime":219.9,"body":"They put a filling in,"},{"startTime":215.225,"endTime":219.9,"body":"and it all looks good now, but apparently,"},{"startTime":219.925,"endTime":224.215,"body":"I can't eat apples and crunchy"},{"startTime":219.925,"endTime":224.215,"body":"things with my front teeth anymore."},{"startTime":224.24,"endTime":227.06,"body":"All the filling can just come out"},{"startTime":224.24,"endTime":227.06,"body":"and then the chip will be back."},{"startTime":227.085,"endTime":228.61,"body":"So that's not ideal."},{"startTime":228.64,"endTime":231.92,"body":"But I am really grateful for how"},{"startTime":228.64,"endTime":231.92,"body":"my teeth look totally normal."},{"startTime":231.945,"endTime":235.22,"body":"You would never know that I had a"},{"startTime":231.945,"endTime":235.22,"body":"chunk taken out of my front tooth."},{"startTime":235.245,"endTime":236.52,"body":"But golly, it was painful."},{"startTime":236.545,"endTime":238.72,"body":"It was a whole thing."},{"startTime":238.745,"endTime":240.1,"body":"So that happened."},{"startTime":240.125,"endTime":243.08,"body":"And then I got sick and it just felt like"},{"startTime":240.125,"endTime":243.08,"body":"one thing after another"},{"startTime":243.105,"endTime":244.98,"body":"at the start of this year."},{"startTime":245.005,"endTime":250.32,"body":"So that's my little sob story update,"},{"startTime":245.005,"endTime":250.32,"body":"and I'm going to have to clear my"},{"startTime":250.345,"endTime":252.26,"body":"throat, so I'm going to just pause this."},{"startTime":252.285,"endTime":256.535,"body":"Okay, I know that I didn't even need to"},{"startTime":252.285,"endTime":256.535,"body":"say that because you wouldn't"},{"startTime":256.56,"endTime":257.9,"body":"have known if I did that anyway."},{"startTime":257.925,"endTime":260.88,"body":"But I feel like we've"},{"startTime":257.925,"endTime":260.88,"body":"got chatty vibes today."},{"startTime":260.905,"endTime":263.16,"body":"And that's what I wanted"},{"startTime":260.905,"endTime":263.16,"body":"this episode to be."},{"startTime":263.185,"endTime":268.2,"body":"I do want to have more of a chit chat"},{"startTime":263.185,"endTime":268.2,"body":"with you, more of a personal chit chat."},{"startTime":268.225,"endTime":272.56,"body":"It's still going to be related to branding"},{"startTime":268.225,"endTime":272.56,"body":"because basically I'm going to be telling"},{"startTime":272.585,"endTime":279.24,"body":"you about two things that I'm doing this"},{"startTime":272.585,"endTime":279.24,"body":"year that are not related to my business"},{"startTime":279.265,"endTime":281.78,"body":"at all, not related to branding."},{"startTime":281.805,"endTime":287.64,"body":"But I am 100 % positive"},{"startTime":281.805,"endTime":287.64,"body":"that these things that I'm doing are going"},{"startTime":287.665,"endTime":292.16,"body":"to impact, positively impact my business"},{"startTime":287.665,"endTime":292.16,"body":"and positively impact how"},{"startTime":292.185,"endTime":294.18,"body":"I'm building my brand."},{"startTime":294.205,"endTime":298.44,"body":"So that's why I wanted to chat about this"},{"startTime":294.205,"endTime":298.44,"body":"with you, because it's not always about"},{"startTime":298.465,"endTime":300.46,"body":"what we're doing directly in our business."},{"startTime":300.485,"endTime":302.88,"body":"Like, yes, that is"},{"startTime":300.485,"endTime":302.88,"body":"obviously a huge part of it."},{"startTime":302.905,"endTime":306.66,"body":"You can't just sit there, do"},{"startTime":302.905,"endTime":306.66,"body":"nothing and expect things to happen."},{"startTime":306.685,"endTime":310.18,"body":"You do have to actively work in the"},{"startTime":306.685,"endTime":310.18,"body":"business, but we can strengthen"},{"startTime":310.205,"endTime":314.54,"body":"parts of ourselves outside of our"},{"startTime":310.205,"endTime":314.54,"body":"business, which will in turn"},{"startTime":314.565,"endTime":316.9,"body":"help us in our business."},{"startTime":316.925,"endTime":319.98,"body":"So I'm not saying you have to go out and"},{"startTime":316.925,"endTime":319.98,"body":"do these things"},{"startTime":320.005,"endTime":325.06,"body":"that I'm going to share with you, but I"},{"startTime":320.005,"endTime":325.06,"body":"just want to show you this perspective of,"},{"startTime":325.085,"endTime":330.4,"body":"how can you use other areas of your life"},{"startTime":325.085,"endTime":330.4,"body":"and other passions and other hobbies that"},{"startTime":330.425,"endTime":334.28,"body":"you have to help actually strengthen your"},{"startTime":330.425,"endTime":334.28,"body":"brand and create a more"},{"startTime":334.305,"endTime":336.18,"body":"successful business for yourself."},{"startTime":336.205,"endTime":338.3,"body":"So it's a little bit more chatty vibes."},{"startTime":338.325,"endTime":341.58,"body":"That's how this episode is looking."},{"startTime":341.605,"endTime":347.4,"body":"So one of the things that I"},{"startTime":341.605,"endTime":347.4,"body":"thought about when this year started was"},{"startTime":347.425,"endTime":352.575,"body":"that I needed to set some goals and have"},{"startTime":347.425,"endTime":352.575,"body":"some things that I wanted to work on"},{"startTime":352.6,"endTime":355.64,"body":"and achieve outside of my business,"},{"startTime":352.6,"endTime":355.64,"body":"because I think one of the issues that"},{"startTime":355.665,"endTime":358.72,"body":"I've had over the last few years, well,"},{"startTime":355.665,"endTime":358.72,"body":"not issues, but it's something that I"},{"startTime":358.745,"endTime":361.92,"body":"don't think is healthy long long term, is"},{"startTime":358.745,"endTime":361.92,"body":"I just had too much of"},{"startTime":361.945,"endTime":363.14,"body":"a focus on my business."},{"startTime":363.165,"endTime":365.14,"body":"All my energy went into that."},{"startTime":365.165,"endTime":368.64,"body":"And I'm still going to put a great deal of"},{"startTime":365.165,"endTime":368.64,"body":"energy into it because I do"},{"startTime":368.665,"endTime":371.06,"body":"want it to continue to grow."},{"startTime":371.085,"endTime":376.74,"body":"But pouring everything into it is"},{"startTime":371.085,"endTime":376.74,"body":"a good way to become burnt out."},{"startTime":376.765,"endTime":379.34,"body":"And that's obviously"},{"startTime":376.765,"endTime":379.34,"body":"not what any of us want."},{"startTime":379.365,"endTime":385.04,"body":"So I was like, Alex, try and set some"},{"startTime":379.365,"endTime":385.04,"body":"things, some goals and things for"},{"startTime":385.065,"endTime":386.64,"body":"yourself that are outside of that."},{"startTime":386.665,"endTime":388.22,"body":"And I did that."},{"startTime":388.245,"endTime":391.84,"body":"And I've started working"},{"startTime":388.245,"endTime":391.84,"body":"on these additional goals."},{"startTime":391.865,"endTime":396.36,"body":"And that's when I realised, oh, my gosh,"},{"startTime":391.865,"endTime":396.36,"body":"what I'm learning and what I am improving"},{"startTime":396.385,"endTime":402.135,"body":"on with these additional goals will"},{"startTime":396.385,"endTime":402.135,"body":"really, really help me in business."},{"startTime":402.16,"endTime":403.32,"body":"Okay, so enough beating around the bush."},{"startTime":403.345,"endTime":410.055,"body":"The first thing that I'm doing is I"},{"startTime":403.345,"endTime":410.055,"body":"am writing a novel, a fiction novel."},{"startTime":410.08,"endTime":413.56,"body":"Okay, so this is not business-related,"},{"startTime":410.08,"endTime":413.56,"body":"has literally nothing to do with branding."},{"startTime":413.585,"endTime":419.94,"body":"It is a fiction novel, and"},{"startTime":413.585,"endTime":419.94,"body":"it is in the fantasy genre."},{"startTime":419.965,"endTime":424.1,"body":"So it is very far"},{"startTime":419.965,"endTime":424.1,"body":"removed from our reality."},{"startTime":424.125,"endTime":430.54,"body":"And it might seem a little bit random,"},{"startTime":424.125,"endTime":430.54,"body":"but I have always wanted to write a novel."},{"startTime":430.565,"endTime":432.3,"body":"That has always been a goal of mine."},{"startTime":432.325,"endTime":436.78,"body":"Since probably the age of 11 or 12, I"},{"startTime":432.325,"endTime":436.78,"body":"started writing"},{"startTime":436.805,"endTime":441.36,"body":"at that age, and I wrote a lot of fiction,"},{"startTime":436.805,"endTime":441.36,"body":"and I started a lot of books, from the"},{"startTime":441.385,"endTime":448.62,"body":"ages of 11, probably till 20, I started a"},{"startTime":441.385,"endTime":448.62,"body":"lot of novels, but I never finished any."},{"startTime":448.645,"endTime":453.7,"body":"And I just had so I have any ideas,"},{"startTime":448.645,"endTime":453.7,"body":"and I love writing, and I love reading."},{"startTime":453.725,"endTime":455.78,"body":"So it was all just very natural to me."},{"startTime":455.805,"endTime":459.52,"body":"And that's a big reason why I do love"},{"startTime":455.805,"endTime":459.52,"body":"copywriting in my business is because"},{"startTime":459.545,"endTime":464.42,"body":"writing is something that's really"},{"startTime":459.545,"endTime":464.42,"body":"important to me, and communicating, and"},{"startTime":464.445,"endTime":468.76,"body":"being able to create magic out"},{"startTime":464.445,"endTime":468.76,"body":"of your words, essentially."},{"startTime":468.785,"endTime":472.82,"body":"And just because copywriting in"},{"startTime":468.785,"endTime":472.82,"body":"your business is not"},{"startTime":472.845,"endTime":477.12,"body":"made up, it's not fiction,"},{"startTime":472.845,"endTime":477.12,"body":"it doesn't mean it has to be boring."},{"startTime":477.145,"endTime":482.2,"body":"It can be fun to read, and it can create"},{"startTime":477.145,"endTime":482.2,"body":"emotion, and you can create worlds and you"},{"startTime":482.225,"endTime":486.34,"body":"can create characters and"},{"startTime":482.225,"endTime":486.34,"body":"things with your words."},{"startTime":486.365,"endTime":490.96,"body":"And that is the difference between good"},{"startTime":486.365,"endTime":490.96,"body":"copywriting and average generic"},{"startTime":490.985,"endTime":493.175,"body":"or bad copywriting, in my opinion."},{"startTime":493.2,"endTime":494.92,"body":"So there is a bit of cross over there."},{"startTime":494.945,"endTime":499.02,"body":"But writing a novel has always been"},{"startTime":494.945,"endTime":499.02,"body":"something I've tried to do and"},{"startTime":499.045,"endTime":501.46,"body":"failed, I guess, to do."},{"startTime":501.485,"endTime":504.62,"body":"But this year I was like, I have this"},{"startTime":501.485,"endTime":504.62,"body":"great idea for a book"},{"startTime":504.645,"endTime":505.82,"body":"that I want to write."},{"startTime":505.845,"endTime":510.78,"body":"So why not put that on my vision board as"},{"startTime":505.845,"endTime":510.78,"body":"something that I'd love to achieve, a"},{"startTime":510.805,"endTime":515.74,"body":"finished manuscript, I'm not saying it has"},{"startTime":510.805,"endTime":515.74,"body":"to be published or anything, just a"},{"startTime":515.765,"endTime":520.015,"body":"completed first draught"},{"startTime":515.765,"endTime":520.015,"body":"manuscript of this novel."},{"startTime":520.04,"endTime":521.3,"body":"And it's going to be a big job."},{"startTime":521.325,"endTime":526.86,"body":"So this is definitely a side project that"},{"startTime":521.325,"endTime":526.86,"body":"I'm doing in the spare time that I have."},{"startTime":526.885,"endTime":529.74,"body":"It's going to be like 100,000"},{"startTime":526.885,"endTime":529.74,"body":"words, so quite large."},{"startTime":529.765,"endTime":535.735,"body":"And the reason why I wanted to talk about"},{"startTime":529.765,"endTime":535.735,"body":"this one in particular is"},{"startTime":535.76,"endTime":538.8,"body":"because as I've been writing it, it's"},{"startTime":535.76,"endTime":538.8,"body":"actually been quite a few years since"},{"startTime":538.825,"endTime":540.46,"body":"I've written anything fictional."},{"startTime":540.485,"endTime":543.08,"body":"So this was"},{"startTime":540.485,"endTime":543.08,"body":"dipping my toe back into something that"},{"startTime":543.105,"endTime":545.42,"body":"I was once very, very passionate about."},{"startTime":545.445,"endTime":550.92,"body":"And as I've been writing it, I've been"},{"startTime":545.445,"endTime":550.92,"body":"like, oh, my gosh, I can really see the"},{"startTime":550.945,"endTime":557.38,"body":"parallels from this to what I'm doing in"},{"startTime":550.945,"endTime":557.38,"body":"my business and how I'm building my brand."},{"startTime":557.405,"endTime":561.26,"body":"And it has been really"},{"startTime":557.405,"endTime":561.26,"body":"interesting to see that overlap."},{"startTime":561.285,"endTime":568.58,"body":"So one of the things being, obviously just"},{"startTime":561.285,"endTime":568.58,"body":"creativity, I think having a separate"},{"startTime":568.605,"endTime":571.34,"body":"space where you can be super creative."},{"startTime":571.365,"endTime":575.22,"body":"For me, it's creating this fantasy world"},{"startTime":571.365,"endTime":575.22,"body":"that doesn't exist and magic"},{"startTime":575.245,"endTime":577.38,"body":"systems and all that thing."},{"startTime":577.405,"endTime":581.04,"body":"So having a separate place where I can"},{"startTime":577.405,"endTime":581.04,"body":"just be super creative and there's no"},{"startTime":581.065,"endTime":587.455,"body":"limits, literally no limits,"},{"startTime":581.065,"endTime":587.455,"body":"that has been so helpful to me in terms of"},{"startTime":587.48,"endTime":588.98,"body":"re-sparking creativity in my own business."},{"startTime":589.005,"endTime":594.08,"body":"So I think that can be helpful is"},{"startTime":589.005,"endTime":594.08,"body":"you can be super creative in your business"},{"startTime":594.105,"endTime":596.0,"body":"and you don't have to be a creative."},{"startTime":596.025,"endTime":599.56,"body":"You don't have to be a designer or"},{"startTime":596.025,"endTime":599.56,"body":"anything like that to be creative in your"},{"startTime":599.585,"endTime":604.1,"body":"own You have every right to be"},{"startTime":599.585,"endTime":604.1,"body":"creative, and I want you to be creative."},{"startTime":604.125,"endTime":607.66,"body":"But I think sometimes it can help"},{"startTime":604.125,"endTime":607.66,"body":"to have that external outlet."},{"startTime":607.685,"endTime":613.16,"body":"So whether that's like"},{"startTime":607.685,"endTime":613.16,"body":"sewing or dancing or writing, anything"},{"startTime":613.185,"endTime":617.54,"body":"like that, like anything external even"},{"startTime":613.185,"endTime":617.54,"body":"gardening, whatever it is that gets you"},{"startTime":617.565,"endTime":621.92,"body":"feeling a bit creative, that"},{"startTime":617.565,"endTime":621.92,"body":"can really help to spark or re-spark"},{"startTime":621.945,"endTime":624.58,"body":"your creative juices in your own brand."},{"startTime":624.605,"endTime":630.06,"body":"And you need that creativity in your own"},{"startTime":624.605,"endTime":630.06,"body":"brand, I feel, in order to"},{"startTime":630.085,"endTime":635.96,"body":"continue coming up with new ideas, writing"},{"startTime":630.085,"endTime":635.96,"body":"things for your audience, content pieces,"},{"startTime":635.985,"endTime":640.015,"body":"or coming up with services or"},{"startTime":635.985,"endTime":640.015,"body":"tweaking existing services."},{"startTime":640.04,"endTime":642.88,"body":"That's not to say you have to continuously"},{"startTime":640.04,"endTime":642.88,"body":"be doing new, new, new stuff in your"},{"startTime":642.905,"endTime":644.6,"body":"business because you absolutely"},{"startTime":642.905,"endTime":644.6,"body":"don't have to do that."},{"startTime":644.625,"endTime":646.26,"body":"And I don't recommend that."},{"startTime":646.285,"endTime":652.26,"body":"But if you're not feeling creative and"},{"startTime":646.285,"endTime":652.26,"body":"inspired with your own brand,"},{"startTime":652.285,"endTime":654.1,"body":"we're going to have problems."},{"startTime":654.125,"endTime":658.08,"body":"We are going to have problems"},{"startTime":654.125,"endTime":658.08,"body":"because you really need to be in love with"},{"startTime":658.105,"endTime":662.9,"body":"your own brand before anyone else"},{"startTime":658.105,"endTime":662.9,"body":"can be in love with your brand."},{"startTime":662.925,"endTime":667.68,"body":"And one of the best ways I think to do"},{"startTime":662.925,"endTime":667.68,"body":"that is by having an external source of"},{"startTime":667.705,"endTime":670.9,"body":"inspiration and creativity"},{"startTime":667.705,"endTime":670.9,"body":"that you can draw from."},{"startTime":670.925,"endTime":675.66,"body":"So then you're feeling inspired and ready"},{"startTime":670.925,"endTime":675.66,"body":"when you jump back into your own brand to"},{"startTime":675.685,"endTime":678.58,"body":"work on that, even though"},{"startTime":675.685,"endTime":678.58,"body":"they're totally different things."},{"startTime":678.605,"endTime":682.52,"body":"The other thing that I have found in"},{"startTime":678.605,"endTime":682.52,"body":"terms of writing this book, I'm not very"},{"startTime":682.545,"endTime":686.78,"body":"far into it because I only started it"},{"startTime":682.545,"endTime":686.78,"body":"at the start of January."},{"startTime":686.805,"endTime":689.38,"body":"But one of the other"},{"startTime":686.805,"endTime":689.38,"body":"things is world building."},{"startTime":689.405,"endTime":693.76,"body":"And basically, Basically what that is"},{"startTime":689.405,"endTime":693.76,"body":"in terms of writing a novel, and"},{"startTime":693.785,"endTime":697.76,"body":"particularly a fantasy novel,"},{"startTime":693.785,"endTime":697.76,"body":"what I'm doing is creating a world"},{"startTime":697.785,"endTime":699.82,"body":"in that book that doesn't exist."},{"startTime":699.845,"endTime":701.7,"body":"It's a different world."},{"startTime":701.725,"endTime":703.4,"body":"Things function differently."},{"startTime":703.425,"endTime":707.58,"body":"There's magic, there's things"},{"startTime":703.425,"endTime":707.58,"body":"that don't exist in that world."},{"startTime":707.605,"endTime":715.38,"body":"I have to get my audience and my reader of"},{"startTime":707.605,"endTime":715.38,"body":"that book to understand that world and"},{"startTime":715.405,"endTime":720.38,"body":"feel like they're living in that world,"},{"startTime":715.405,"endTime":720.38,"body":"even though it doesn't exist."},{"startTime":720.405,"endTime":725.22,"body":"So basically what happens at the start of"},{"startTime":720.405,"endTime":725.22,"body":"a book is my reader is getting"},{"startTime":725.245,"endTime":727.5,"body":"plunked into the middle of this world."},{"startTime":727.525,"endTime":729.615,"body":"They don't know what is going on."},{"startTime":729.64,"endTime":730.96,"body":"They don't know who anyone is."},{"startTime":730.985,"endTime":732.82,"body":"This is their first time reading this."},{"startTime":732.845,"endTime":736.84,"body":"So it's my job as the author to"},{"startTime":732.845,"endTime":736.84,"body":"help them understand."},{"startTime":736.865,"endTime":740.36,"body":"To help them understand where they"},{"startTime":736.865,"endTime":740.36,"body":"are, what's going on, who's who."},{"startTime":740.385,"endTime":744.0,"body":"I want them to have such a thorough"},{"startTime":740.385,"endTime":744.0,"body":"understanding of the world"},{"startTime":744.025,"endTime":746.84,"body":"without being overwhelmed by it."},{"startTime":746.865,"endTime":752.86,"body":"And oh, my gosh, the parallel to It's a"},{"startTime":746.865,"endTime":752.86,"body":"brand building, it's"},{"startTime":752.885,"endTime":755.1,"body":"crazy to me the more I think about it."},{"startTime":755.125,"endTime":761.8,"body":"So you need to have this world building in"},{"startTime":755.125,"endTime":761.8,"body":"your brand because it's exactly the same"},{"startTime":761.825,"endTime":767.615,"body":"thing is happening where your audience,"},{"startTime":761.825,"endTime":767.615,"body":"yes, they know you're a designer or they"},{"startTime":767.64,"endTime":769.28,"body":"know you're a nutritionist,"},{"startTime":767.64,"endTime":769.28,"body":"whatever it is you do."},{"startTime":769.305,"endTime":771.34,"body":"They've seen your bio,"},{"startTime":769.305,"endTime":771.34,"body":"they've seen yours to handle."},{"startTime":771.365,"endTime":773.16,"body":"They have an idea of"},{"startTime":771.365,"endTime":773.16,"body":"just what it is you do."},{"startTime":773.185,"endTime":775.18,"body":"But that's all that they know"},{"startTime":773.185,"endTime":775.18,"body":"when they land on your page."},{"startTime":775.205,"endTime":778.26,"body":"That's all that they have an idea of."},{"startTime":778.285,"endTime":781.495,"body":"Other than that, it's literally like when"},{"startTime":778.285,"endTime":781.495,"body":"you pick up a book, you"},{"startTime":781.52,"endTime":783.16,"body":"read the blurb on the back."},{"startTime":781.52,"endTime":783.16,"body":"You're like, okay, that sounds good."},{"startTime":783.185,"endTime":784.74,"body":"I'll read it."},{"startTime":784.765,"endTime":789.16,"body":"And so your audience"},{"startTime":784.765,"endTime":789.16,"body":"is being plunked into the middle of your"},{"startTime":789.185,"endTime":792.86,"body":"world when they land on your"},{"startTime":789.185,"endTime":792.86,"body":"Instagram for that first time."},{"startTime":792.885,"endTime":794.38,"body":"They don't know what's going on."},{"startTime":794.405,"endTime":796.14,"body":"They don't know who you are."},{"startTime":796.165,"endTime":800.095,"body":"They don't know what you do, really,"},{"startTime":796.165,"endTime":800.095,"body":"other than the fact you're a nutritionist."},{"startTime":800.12,"endTime":802.72,"body":"They don't know about your"},{"startTime":800.12,"endTime":802.72,"body":"services or packages, whatever."},{"startTime":802.745,"endTime":806.375,"body":"They just know the blanket"},{"startTime":802.745,"endTime":806.375,"body":"she is, a nutritionist."},{"startTime":806.4,"endTime":809.5,"body":"They don't really know what it is that you"},{"startTime":806.4,"endTime":809.5,"body":"talk about, what it is that you"},{"startTime":809.525,"endTime":812.86,"body":"stand They know nothing at all."},{"startTime":812.885,"endTime":819.14,"body":"So it is your job as the business owner"},{"startTime":812.885,"endTime":819.14,"body":"to help them understand quickly and"},{"startTime":819.165,"endTime":821.42,"body":"easily without overwhelming them."},{"startTime":821.445,"endTime":823.1,"body":"That is so important."},{"startTime":823.125,"endTime":830.9,"body":"If we can't world build for our audience"},{"startTime":823.125,"endTime":830.9,"body":"and help new audience members"},{"startTime":830.925,"endTime":836.92,"body":"understand what it is that we actually do,"},{"startTime":830.925,"endTime":836.92,"body":"how we help, what we stand for, what we're"},{"startTime":836.945,"endTime":843.3,"body":"all about, who we are, all those things,"},{"startTime":836.945,"endTime":843.3,"body":"then we're not doing our job"},{"startTime":843.325,"endTime":844.9,"body":"and we are losing people."},{"startTime":844.925,"endTime":849.68,"body":"Because exactly the same way as it works"},{"startTime":844.925,"endTime":849.68,"body":"in a novel, if you can't grab your"},{"startTime":849.705,"endTime":856.48,"body":"audience, your reader, in"},{"startTime":849.705,"endTime":856.48,"body":"the first chapter or 2-3 chapters, even."},{"startTime":856.505,"endTime":858.4,"body":"I'll give it to chapter three."},{"startTime":858.425,"endTime":862.335,"body":"If you're not grabbing people and they're"},{"startTime":858.425,"endTime":862.335,"body":"still confused, they're still bored,"},{"startTime":862.36,"endTime":865.48,"body":"they have no idea what's going on still,"},{"startTime":862.36,"endTime":865.48,"body":"they're probably going to close"},{"startTime":865.505,"endTime":868.215,"body":"the book and not finish reading it."},{"startTime":868.24,"endTime":869.0,"body":"And you know what that means?"},{"startTime":869.025,"endTime":871.46,"body":"They're not going to recommend"},{"startTime":869.025,"endTime":871.46,"body":"that book to their friends."},{"startTime":871.485,"endTime":874.02,"body":"They're not going to buy"},{"startTime":871.485,"endTime":874.02,"body":"the next book in the series."},{"startTime":874.045,"endTime":876.88,"body":"Whatever it is, they're"},{"startTime":874.045,"endTime":876.88,"body":"just going to close it."},{"startTime":876.905,"endTime":878.66,"body":"They're not going to come back to it."},{"startTime":878.685,"endTime":883.02,"body":"So I really want you to think about that"},{"startTime":878.685,"endTime":883.02,"body":"parallel to building your brand"},{"startTime":883.045,"endTime":885.48,"body":"because your brand is a world in itself."},{"startTime":885.505,"endTime":887.54,"body":"That's how I want you to think about it."},{"startTime":887.565,"endTime":890.7,"body":"You've got your own little"},{"startTime":887.565,"endTime":890.7,"body":"universe happening here."},{"startTime":890.725,"endTime":894.74,"body":"You've got your own"},{"startTime":890.725,"endTime":894.74,"body":"leader of the universe."},{"startTime":894.765,"endTime":897.74,"body":"That's you, the person that's"},{"startTime":894.765,"endTime":897.74,"body":"in charge of everything."},{"startTime":897.765,"endTime":901.64,"body":"You've got your own planets and villages"},{"startTime":897.765,"endTime":901.64,"body":"and stuff floating around there, like"},{"startTime":901.665,"endTime":903.76,"body":"your service offerings and everything."},{"startTime":903.785,"endTime":907.98,"body":"You've got your own population, and that's"},{"startTime":903.785,"endTime":907.98,"body":"your audience, your existing audience."},{"startTime":908.005,"endTime":912.86,"body":"You've got your own rules that you live"},{"startTime":908.005,"endTime":912.86,"body":"by, the things that you stand for,"},{"startTime":912.885,"endTime":914.64,"body":"the way that you live your life."},{"startTime":914.665,"endTime":918.86,"body":"Think about how that relates back to"},{"startTime":914.665,"endTime":918.86,"body":"your brand and how you build your brand."},{"startTime":918.885,"endTime":922.58,"body":"These are all things that our"},{"startTime":918.885,"endTime":922.58,"body":"audience needs to know and understand."},{"startTime":922.605,"endTime":924.495,"body":"They need to feel part of that world."},{"startTime":924.52,"endTime":926.56,"body":"They need to understand"},{"startTime":924.52,"endTime":926.56,"body":"what's going on in that world."},{"startTime":926.585,"endTime":927.68,"body":"Do they fit in in that world?"},{"startTime":927.705,"endTime":931.02,"body":"Do they want to even hang"},{"startTime":927.705,"endTime":931.02,"body":"out in that world anymore?"},{"startTime":931.045,"endTime":933.295,"body":"It won't be for some people."},{"startTime":933.32,"endTime":934.66,"body":"Your brand is not for everyone."},{"startTime":934.685,"endTime":939.215,"body":"So some people are going to be"},{"startTime":934.685,"endTime":939.215,"body":"like, not loving this, I'm gone."},{"startTime":939.24,"endTime":939.86,"body":"And that's great."},{"startTime":939.885,"endTime":943.295,"body":"That's perfect because they"},{"startTime":939.885,"endTime":943.295,"body":"are not our dream client."},{"startTime":943.32,"endTime":945.46,"body":"Other people are going to be like,"},{"startTime":943.32,"endTime":945.46,"body":"oh, my gosh, give me more of this."},{"startTime":945.485,"endTime":946.3,"body":"I'm obsessed."},{"startTime":946.325,"endTime":950.88,"body":"But they're only going to think that if"},{"startTime":946.325,"endTime":950.88,"body":"you actually welcome them into that world."},{"startTime":950.905,"endTime":955.24,"body":"And so through things like your content"},{"startTime":950.905,"endTime":955.24,"body":"and your messaging and your visual"},{"startTime":955.265,"endTime":958.2,"body":"branding, these are all"},{"startTime":955.265,"endTime":958.2,"body":"ways that we world build."},{"startTime":958.225,"endTime":962.44,"body":"But particularly, it's really important"},{"startTime":958.225,"endTime":962.44,"body":"with content and messaging, which go hand"},{"startTime":962.465,"endTime":966.52,"body":"in hand, because those are the things that"},{"startTime":962.465,"endTime":966.52,"body":"are going to help people"},{"startTime":966.545,"endTime":969.86,"body":"understand our world more deeply."},{"startTime":969.885,"endTime":974.62,"body":"So if you aren't grabbing people"},{"startTime":969.885,"endTime":974.62,"body":"and you're not helping them understand"},{"startTime":974.645,"endTime":980.9,"body":"your brand world, probably in the first 5"},{"startTime":974.645,"endTime":980.9,"body":"to 10 minutes of getting on your"},{"startTime":980.925,"endTime":983.14,"body":"Instagram, then we need to do some work."},{"startTime":983.165,"endTime":986.54,"body":"So just for example,"},{"startTime":983.165,"endTime":986.54,"body":"like I've said this before,"},{"startTime":986.565,"endTime":991.575,"body":"the first thing that people are going to"},{"startTime":986.565,"endTime":991.575,"body":"connect to or not are the visuals before"},{"startTime":991.6,"endTime":993.14,"body":"they've had any time to read anything."},{"startTime":993.165,"endTime":996.5,"body":"They're going to see the visuals"},{"startTime":993.165,"endTime":996.5,"body":"and make a judgement call on that."},{"startTime":996.525,"endTime":1001.095,"body":"So if we're aligned with the visuals,"},{"startTime":996.525,"endTime":1001.095,"body":"amazing, that's when the next step comes"},{"startTime":1001.12,"endTime":1003.72,"body":"in, which is that content"},{"startTime":1001.12,"endTime":1003.72,"body":"and that messaging and how we're speaking"},{"startTime":1003.745,"endTime":1005.48,"body":"to our audience and what"},{"startTime":1003.745,"endTime":1005.48,"body":"we're actually saying."},{"startTime":1005.505,"endTime":1007.98,"body":"And that's where the world"},{"startTime":1005.505,"endTime":1007.98,"body":"building really happens."},{"startTime":1008.005,"endTime":1013.0,"body":"That's where they really get to know what"},{"startTime":1008.005,"endTime":1013.0,"body":"it is we do, who it is that we help, the"},{"startTime":1013.025,"endTime":1016.46,"body":"transformations we create, who we"},{"startTime":1013.025,"endTime":1016.46,"body":"are, all those kinds of things."},{"startTime":1016.485,"endTime":1018.295,"body":"That's where it really comes in."},{"startTime":1018.32,"endTime":1020.84,"body":"And if we're not communicating that"},{"startTime":1018.32,"endTime":1020.84,"body":"properly, we're not well-building"},{"startTime":1020.865,"endTime":1025.16,"body":"properly, our audience is not going to"},{"startTime":1020.865,"endTime":1025.16,"body":"really connect with what's going on, or"},{"startTime":1025.185,"endTime":1028.775,"body":"they're going to be confused, or they're"},{"startTime":1025.185,"endTime":1028.775,"body":"going to be overwhelmed, or"},{"startTime":1028.8,"endTime":1031.14,"body":"they're not going to understand."},{"startTime":1028.8,"endTime":1031.14,"body":"All of these are bad."},{"startTime":1031.165,"endTime":1032.42,"body":"We don't want any of those."},{"startTime":1032.445,"endTime":1036.04,"body":"So we need to world build"},{"startTime":1032.445,"endTime":1036.04,"body":"correctly in our brand."},{"startTime":1036.08,"endTime":1038.92,"body":"So that was a big tangent that"},{"startTime":1036.08,"endTime":1038.92,"body":"I wasn't meaning to go on."},{"startTime":1038.945,"endTime":1044.38,"body":"But the other thing with writing a novel"},{"startTime":1038.945,"endTime":1044.38,"body":"that I found is"},{"startTime":1044.405,"endTime":1048.66,"body":"just generally storytelling, which is"},{"startTime":1044.405,"endTime":1048.66,"body":"a really big part of brand messaging."},{"startTime":1048.685,"endTime":1051.72,"body":"So obviously writing a"},{"startTime":1048.685,"endTime":1051.72,"body":"novel is storytelling."},{"startTime":1051.745,"endTime":1055.6,"body":"The whole thing is a fictional story that"},{"startTime":1051.745,"endTime":1055.6,"body":"you're coming up with and you take your"},{"startTime":1055.625,"endTime":1061.8,"body":"audience on this journey and you're really"},{"startTime":1055.625,"endTime":1061.8,"body":"taking them on the main character's"},{"startTime":1061.825,"endTime":1066.74,"body":"journey from their situation at the start"},{"startTime":1061.825,"endTime":1066.74,"body":"of the book to their situation at the end"},{"startTime":1066.765,"endTime":1070.53,"body":"and their emotional state at the start"},{"startTime":1066.765,"endTime":1070.53,"body":"to their emotional state at the end."},{"startTime":1070.56,"endTime":1072.88,"body":"And your audience is feeling"},{"startTime":1070.56,"endTime":1072.88,"body":"things along the way."},{"startTime":1072.905,"endTime":1077.04,"body":"Like the reader is"},{"startTime":1072.905,"endTime":1077.04,"body":"feeling all the things as the main"},{"startTime":1077.065,"endTime":1080.18,"body":"character is experiencing"},{"startTime":1077.065,"endTime":1080.18,"body":"and feeling them as well."},{"startTime":1080.205,"endTime":1081.33,"body":"So that is storytelling."},{"startTime":1081.36,"endTime":1083.25,"body":"And we need to do that in our brand."},{"startTime":1083.28,"endTime":1084.96,"body":"And that is why the..."},{"startTime":1084.985,"endTime":1087.53,"body":"I think his name is Donald Miller."},{"startTime":1087.56,"endTime":1089.72,"body":"The story brand method works really well."},{"startTime":1089.745,"endTime":1092.04,"body":"I think I've covered that"},{"startTime":1089.745,"endTime":1092.04,"body":"in a podcast episode."},{"startTime":1092.065,"endTime":1094.53,"body":"I'll see if I can link"},{"startTime":1092.065,"endTime":1094.53,"body":"it in the show notes."},{"startTime":1094.56,"endTime":1100.32,"body":"But it's a very similar concept to what"},{"startTime":1094.56,"endTime":1100.32,"body":"TV shows and novels and movies do, taking"},{"startTime":1100.345,"endTime":1104.04,"body":"that process of storytelling and"},{"startTime":1100.345,"endTime":1104.04,"body":"implementing it into brand messaging,"},{"startTime":1104.065,"endTime":1109.6,"body":"because it's literally the same thing"},{"startTime":1104.065,"endTime":1109.6,"body":"where your audience is going on a"},{"startTime":1109.625,"endTime":1112.615,"body":"journey They're not at the end yet."},{"startTime":1112.64,"endTime":1113.9,"body":"They're not where they want to be."},{"startTime":1113.925,"endTime":1115.98,"body":"They're at the start somewhere."},{"startTime":1116.005,"endTime":1117.44,"body":"They're having issues."},{"startTime":1117.465,"endTime":1120.0,"body":"They're feeling things that"},{"startTime":1117.465,"endTime":1120.0,"body":"they might not want to feel."},{"startTime":1120.025,"endTime":1123.25,"body":"They're experiencing things they"},{"startTime":1120.025,"endTime":1123.25,"body":"might not want to be experiencing."},{"startTime":1123.28,"endTime":1125.42,"body":"And they want to get to the end point."},{"startTime":1125.445,"endTime":1128.74,"body":"They want to feel and experience"},{"startTime":1125.445,"endTime":1128.74,"body":"different things, better things."},{"startTime":1128.765,"endTime":1132.96,"body":"And that's why they're looking for help"},{"startTime":1128.765,"endTime":1132.96,"body":"from you, because you"},{"startTime":1132.985,"endTime":1134.62,"body":"can help them get there."},{"startTime":1134.645,"endTime":1138.42,"body":"So we need to help our audience"},{"startTime":1134.645,"endTime":1138.42,"body":"understand that we can do that."},{"startTime":1138.445,"endTime":1142.0,"body":"We can help get them from A to And so"},{"startTime":1138.445,"endTime":1142.0,"body":"that's where the storytelling comes in."},{"startTime":1142.025,"endTime":1144.84,"body":"We want to take out"},{"startTime":1142.025,"endTime":1144.84,"body":"people on that journey."},{"startTime":1144.865,"endTime":1146.0,"body":"We want them to feel."},{"startTime":1146.025,"endTime":1150.29,"body":"We want them to understand"},{"startTime":1146.025,"endTime":1150.29,"body":"that we know where they're at."},{"startTime":1150.32,"endTime":1155.66,"body":"And so if we're not evoking those emotions"},{"startTime":1150.32,"endTime":1155.66,"body":"and taking people on viscerals and"},{"startTime":1155.685,"endTime":1160.48,"body":"visual experiences that"},{"startTime":1155.685,"endTime":1160.48,"body":"they can really feel through our messaging"},{"startTime":1160.505,"endTime":1164.84,"body":"and writing, then again, we've got work to"},{"startTime":1160.505,"endTime":1164.84,"body":"do with our brand because that is what"},{"startTime":1164.865,"endTime":1167.9,"body":"really hooks people in and gets them"},{"startTime":1164.865,"endTime":1167.9,"body":"invested in"},{"startTime":1167.925,"endTime":1173.05,"body":"what we do and us, specifically instead of"},{"startTime":1167.925,"endTime":1173.05,"body":"one of our competitors that does the exact"},{"startTime":1173.08,"endTime":1177.98,"body":"same thing, but they're not messaging"},{"startTime":1173.08,"endTime":1177.98,"body":"as well, just as an example."},{"startTime":1178.005,"endTime":1183.38,"body":"So we really want to learn to"},{"startTime":1178.005,"endTime":1183.38,"body":"write in our messaging in a way that"},{"startTime":1183.405,"endTime":1188.16,"body":"allows our audience"},{"startTime":1183.405,"endTime":1188.16,"body":"to see themselves as the main character"},{"startTime":1188.185,"endTime":1191.455,"body":"and see themselves as, oh, yes, I'm here."},{"startTime":1191.48,"endTime":1192.64,"body":"That's where she's talking about."},{"startTime":1192.665,"endTime":1193.975,"body":"But she can get me here."},{"startTime":1194.0,"endTime":1195.84,"body":"And she's explaining the"},{"startTime":1194.0,"endTime":1195.84,"body":"process so beautifully."},{"startTime":1195.865,"endTime":1201.455,"body":"And she's letting me feel and experience a"},{"startTime":1195.865,"endTime":1201.455,"body":"taste of what it be like to be at that end"},{"startTime":1201.48,"endTime":1203.53,"body":"result, even though I'm"},{"startTime":1201.48,"endTime":1203.53,"body":"not actually there yet."},{"startTime":1203.56,"endTime":1206.25,"body":"And that's making me even"},{"startTime":1203.56,"endTime":1206.25,"body":"more excited to get there."},{"startTime":1206.28,"endTime":1209.24,"body":"So we're really trying to create that"},{"startTime":1206.28,"endTime":1209.24,"body":"emotion, create that experience, create"},{"startTime":1209.265,"endTime":1214.18,"body":"those feelings through our messaging and"},{"startTime":1209.265,"endTime":1214.18,"body":"what we're saying and how we're saying it"},{"startTime":1214.205,"endTime":1217.14,"body":"so we can get our audience"},{"startTime":1214.205,"endTime":1217.14,"body":"excited for that next step."},{"startTime":1217.165,"endTime":1222.36,"body":"Because exactly like in a novel, if"},{"startTime":1217.165,"endTime":1222.36,"body":"nothing is changing and the character, the"},{"startTime":1222.385,"endTime":1225.935,"body":"main character, is not growing and"},{"startTime":1222.385,"endTime":1225.935,"body":"learning and changing from their"},{"startTime":1225.96,"endTime":1228.29,"body":"experiences, that's going"},{"startTime":1225.96,"endTime":1228.29,"body":"to be a really boring book."},{"startTime":1228.32,"endTime":1229.56,"body":"No one is going to read that."},{"startTime":1229.585,"endTime":1230.94,"body":"It's not going to interesting."},{"startTime":1230.965,"endTime":1232.29,"body":"There's nothing at stake."},{"startTime":1232.32,"endTime":1237.44,"body":"The character is not going through trials"},{"startTime":1232.32,"endTime":1237.44,"body":"and tribulations and coming out the other"},{"startTime":1237.465,"endTime":1240.92,"body":"side as this improved,"},{"startTime":1237.465,"endTime":1240.92,"body":"better version of themselves."},{"startTime":1240.945,"endTime":1247.81,"body":"That's really what a lot of novels are"},{"startTime":1240.945,"endTime":1247.81,"body":"when you drill down to the basics of it."},{"startTime":1247.84,"endTime":1252.575,"body":"And we want to reflect that exact thing in"},{"startTime":1247.84,"endTime":1252.575,"body":"our brand messaging because that's"},{"startTime":1252.6,"endTime":1253.88,"body":"how our audience wants to feel."},{"startTime":1253.905,"endTime":1256.12,"body":"That's what they want to see from you."},{"startTime":1256.145,"endTime":1259.14,"body":"Okay, so much for my"},{"startTime":1256.145,"endTime":1259.14,"body":"short podcast episode."},{"startTime":1259.165,"endTime":1264.0,"body":"That's My my lesson so far from novel"},{"startTime":1259.165,"endTime":1264.0,"body":"writing, and I'm only a month in, but I"},{"startTime":1264.025,"endTime":1267.8,"body":"can already just see those"},{"startTime":1264.025,"endTime":1267.8,"body":"parallels so clearly to branding."},{"startTime":1267.825,"endTime":1270.38,"body":"So I hope that's been"},{"startTime":1267.825,"endTime":1270.38,"body":"helpful for you as well."},{"startTime":1270.405,"endTime":1274.92,"body":"I'm going to move on to my second thing,"},{"startTime":1270.405,"endTime":1274.92,"body":"which is my other goal that I have this"},{"startTime":1274.945,"endTime":1278.9,"body":"year,"},{"startTime":1274.945,"endTime":1278.9,"body":"which is, again, completely unrelated to"},{"startTime":1278.925,"endTime":1285.38,"body":"what I do and branding, but I've already"},{"startTime":1278.925,"endTime":1285.38,"body":"been finding a lot of parallels with."},{"startTime":1285.405,"endTime":1289.38,"body":"And that is I really want to"},{"startTime":1285.405,"endTime":1289.38,"body":"run a half marathon this year."},{"startTime":1289.405,"endTime":1292.09,"body":"And And I am not a runner."},{"startTime":1292.12,"endTime":1294.36,"body":"I thought I hated running."},{"startTime":1294.385,"endTime":1295.36,"body":"I've never run."},{"startTime":1295.385,"endTime":1298.33,"body":"I go to the gym and I do"},{"startTime":1295.385,"endTime":1298.33,"body":"weights, and I love that."},{"startTime":1298.36,"endTime":1301.81,"body":"But running, I've always been"},{"startTime":1298.36,"endTime":1301.81,"body":"like, Oh, I don't do cardio."},{"startTime":1301.84,"endTime":1302.895,"body":"Cardio is not for me."},{"startTime":1302.92,"endTime":1304.64,"body":"I'm not a cardio person."},{"startTime":1302.92,"endTime":1304.64,"body":"I've literally..."},{"startTime":1304.665,"endTime":1307.84,"body":"Those words have come out of my mouth"},{"startTime":1304.665,"endTime":1307.84,"body":"many, many times over my life,"},{"startTime":1307.865,"endTime":1309.895,"body":"and I think I've just believed it."},{"startTime":1309.92,"endTime":1311.72,"body":"But I don't know what happened"},{"startTime":1309.92,"endTime":1311.72,"body":"at the end of last year."},{"startTime":1311.745,"endTime":1313.54,"body":"I was like, I want to go for a run."},{"startTime":1313.565,"endTime":1318.33,"body":"And I think I was thinking,"},{"startTime":1313.565,"endTime":1318.33,"body":"I need to work on my cardiovascular health"},{"startTime":1318.36,"endTime":1320.5,"body":"because I want to live"},{"startTime":1318.36,"endTime":1320.5,"body":"a long and healthy life."},{"startTime":1320.525,"endTime":1324.48,"body":"And I'm working out my muscles, and that's"},{"startTime":1320.525,"endTime":1324.48,"body":"great, but I'm not working out my heart"},{"startTime":1324.505,"endTime":1327.18,"body":"muscle, and that's an important muscle."},{"startTime":1327.205,"endTime":1329.38,"body":"So I need to do something for it."},{"startTime":1329.405,"endTime":1332.09,"body":"That was where the"},{"startTime":1329.405,"endTime":1332.09,"body":"thought process started."},{"startTime":1332.12,"endTime":1336.78,"body":"But I was also like, I don't really run,"},{"startTime":1332.12,"endTime":1336.78,"body":"and I don't think I can run very far"},{"startTime":1336.805,"endTime":1340.86,"body":"without stopping because I'm not a runner."},{"startTime":1340.885,"endTime":1344.455,"body":"So I started with 5 kilometres,"},{"startTime":1340.885,"endTime":1344.455,"body":"which sounds like a very long way."},{"startTime":1344.48,"endTime":1345.98,"body":"And I was like, why are"},{"startTime":1344.48,"endTime":1345.98,"body":"you doing this, Alex?"},{"startTime":1346.005,"endTime":1347.8,"body":"I don't even know why you're doing this."},{"startTime":1347.825,"endTime":1352.175,"body":"Started in the last week of December."},{"startTime":1352.2,"endTime":1354.68,"body":"And I really enjoyed the first"},{"startTime":1352.2,"endTime":1354.68,"body":"run that I went on, actually."},{"startTime":1354.705,"endTime":1357.05,"body":"It was very slow."},{"startTime":1354.705,"endTime":1357.05,"body":"It was very hard."},{"startTime":1357.08,"endTime":1358.815,"body":"But I felt so accomplished at the end."},{"startTime":1358.84,"endTime":1362.44,"body":"I did the five kilometres somehow, and I"},{"startTime":1358.84,"endTime":1362.44,"body":"was like, oh, my gosh, I just did that,"},{"startTime":1362.465,"endTime":1366.36,"body":"even though it was messy, even though it"},{"startTime":1362.465,"endTime":1366.36,"body":"was crappy, I just ran 5"},{"startTime":1366.385,"endTime":1369.22,"body":"kilometres, and I'm so proud."},{"startTime":1369.245,"endTime":1373.415,"body":"So what happened at that point is I joined"},{"startTime":1369.245,"endTime":1373.415,"body":"a parkrun group on a"},{"startTime":1373.44,"endTime":1375.72,"body":"Saturday morning, which is..."},{"startTime":1373.44,"endTime":1375.72,"body":"They're all over the world."},{"startTime":1375.745,"endTime":1377.46,"body":"There's probably one near you."},{"startTime":1377.485,"endTime":1381.48,"body":"But it's a free five kilometre"},{"startTime":1377.485,"endTime":1381.48,"body":"group run, basically."},{"startTime":1381.505,"endTime":1382.88,"body":"And you get a time at the end."},{"startTime":1382.905,"endTime":1386.6,"body":"It feels like a little race,"},{"startTime":1382.905,"endTime":1386.6,"body":"but it's not competitive at all."},{"startTime":1386.625,"endTime":1387.92,"body":"You just get a time."},{"startTime":1387.945,"endTime":1390.935,"body":"And if you want to race against yourself"},{"startTime":1387.945,"endTime":1390.935,"body":"each week and better your"},{"startTime":1390.96,"endTime":1392.29,"body":"time, you can try and do that."},{"startTime":1392.32,"endTime":1396.52,"body":"Some people walk the whole 5Ks,"},{"startTime":1392.32,"endTime":1396.52,"body":"but But I've started doing that all"},{"startTime":1396.545,"endTime":1400.08,"body":"through January with my partner"},{"startTime":1396.545,"endTime":1400.08,"body":"on Saturday mornings, and"},{"startTime":1400.105,"endTime":1402.04,"body":"I have enjoyed it so much."},{"startTime":1402.065,"endTime":1407.84,"body":"There's usually 300 to 400 people that go"},{"startTime":1402.065,"endTime":1407.84,"body":"to this, and we run along the beach, beach"},{"startTime":1407.865,"endTime":1410.46,"body":"running and bike track near the beach."},{"startTime":1410.485,"endTime":1415.12,"body":"And I just have loved the atmosphere of"},{"startTime":1410.485,"endTime":1415.12,"body":"all those people running together, all"},{"startTime":1415.145,"endTime":1420.735,"body":"those people cheering each other on,"},{"startTime":1415.145,"endTime":1420.735,"body":"the support, and just feeling motivated."},{"startTime":1420.76,"endTime":1422.94,"body":"I don't know, it's just"},{"startTime":1420.76,"endTime":1422.94,"body":"really done things for me."},{"startTime":1422.965,"endTime":1425.46,"body":"And I've been really enjoying running."},{"startTime":1425.485,"endTime":1427.78,"body":"Never thought I would say that in my life."},{"startTime":1427.805,"endTime":1433.8,"body":"And I thought maybe I should try and"},{"startTime":1427.805,"endTime":1433.8,"body":"do a proper race just to see how I go."},{"startTime":1433.825,"endTime":1436.57,"body":"And also because I just love"},{"startTime":1433.825,"endTime":1436.57,"body":"the parkrun vibe so much."},{"startTime":1436.6,"endTime":1440.64,"body":"So why not do something bigger, like a"},{"startTime":1436.6,"endTime":1440.64,"body":"half marathon, where where the"},{"startTime":1440.665,"endTime":1442.81,"body":"vibes are even bigger than that."},{"startTime":1442.84,"endTime":1450.04,"body":"So naturally, decided to sign up for a"},{"startTime":1442.84,"endTime":1450.04,"body":"half marathon in April, which is scary."},{"startTime":1450.065,"endTime":1454.895,"body":"It's 21 kilometres, and"},{"startTime":1450.065,"endTime":1454.895,"body":"my goal is to run it without stopping."},{"startTime":1454.92,"endTime":1456.36,"body":"I don't want to have to"},{"startTime":1454.92,"endTime":1456.36,"body":"stop and walk, ideally."},{"startTime":1456.385,"endTime":1461.12,"body":"I don't have any time amounts in my head."},{"startTime":1461.145,"endTime":1464.7,"body":"I'm just like, I just want to run the"},{"startTime":1461.145,"endTime":1464.7,"body":"whole thing and I don't want to stop."},{"startTime":1464.725,"endTime":1468.64,"body":"So I've signed up for that, and as"},{"startTime":1464.725,"endTime":1468.64,"body":"I said, it's at the end of April."},{"startTime":1468.665,"endTime":1473.33,"body":"So I've got"},{"startTime":1468.665,"endTime":1473.33,"body":"12 weeks from the date of recording."},{"startTime":1473.36,"endTime":1477.415,"body":"And I was like, I need to train for this"},{"startTime":1473.36,"endTime":1477.415,"body":"because there's no way I"},{"startTime":1477.44,"endTime":1478.33,"body":"could do that right now."},{"startTime":1478.36,"endTime":1482.81,"body":"No way I could run 21k without"},{"startTime":1478.36,"endTime":1482.81,"body":"stopping or probably run it at all."},{"startTime":1482.84,"endTime":1486.38,"body":"So I was like, I need to get"},{"startTime":1482.84,"endTime":1486.38,"body":"consistent with training."},{"startTime":1486.405,"endTime":1491.52,"body":"I need to train for this because if I want"},{"startTime":1486.405,"endTime":1491.52,"body":"to see this result, I have to do"},{"startTime":1491.545,"endTime":1494.94,"body":"things in order to receive the result."},{"startTime":1494.965,"endTime":1501.57,"body":"So found an app, got a training plan, and"},{"startTime":1494.965,"endTime":1501.57,"body":"it's given me, however"},{"startTime":1501.6,"endTime":1505.94,"body":"many runs each week, I'm doing like"},{"startTime":1501.6,"endTime":1505.94,"body":"three runs a week, and it's increasing in"},{"startTime":1505.965,"endTime":1509.08,"body":"difficulty to get me ready"},{"startTime":1505.965,"endTime":1509.08,"body":"for the half marathon."},{"startTime":1509.105,"endTime":1512.935,"body":"So I should be able to successfully"},{"startTime":1509.105,"endTime":1512.935,"body":"complete the half marathon in April, which"},{"startTime":1512.96,"endTime":1515.96,"body":"would be such a huge achievement in itself"},{"startTime":1512.96,"endTime":1515.96,"body":"because I never thought I"},{"startTime":1515.985,"endTime":1517.7,"body":"could do something like that."},{"startTime":1517.725,"endTime":1521.14,"body":"So I would be so proud of"},{"startTime":1517.725,"endTime":1521.14,"body":"myself if I could do that."},{"startTime":1521.165,"endTime":1526.88,"body":"But the important thing here is"},{"startTime":1521.165,"endTime":1526.88,"body":"training for it and having this goal that"},{"startTime":1526.905,"endTime":1531.175,"body":"you want to achieve"},{"startTime":1526.905,"endTime":1531.175,"body":"and then putting in the work to get there"},{"startTime":1531.2,"endTime":1533.09,"body":"because it's not going"},{"startTime":1531.2,"endTime":1533.09,"body":"to come out of nowhere."},{"startTime":1533.12,"endTime":1536.975,"body":"I'm not going to wake up to her"},{"startTime":1533.12,"endTime":1536.975,"body":"and suddenly be able to run 21Ks."},{"startTime":1537.0,"endTime":1540.12,"body":"I'm not going to be able to wake up in one"},{"startTime":1537.0,"endTime":1540.12,"body":"month and suddenly be able to run 21Ks."},{"startTime":1540.145,"endTime":1545.05,"body":"I have to put in the work over 12 weeks,"},{"startTime":1540.145,"endTime":1545.05,"body":"minimum 12 weeks, really."},{"startTime":1545.08,"endTime":1547.29,"body":"In order to see that result."},{"startTime":1547.32,"endTime":1550.48,"body":"And I have just learned so much"},{"startTime":1547.32,"endTime":1550.48,"body":"already through this experience."},{"startTime":1550.505,"endTime":1555.38,"body":"Again, it's only been just over a month"},{"startTime":1550.505,"endTime":1555.38,"body":"since I've started running in general."},{"startTime":1555.405,"endTime":1558.98,"body":"And in terms of the training for the half"},{"startTime":1555.405,"endTime":1558.98,"body":"marathon, I'm only in the second week"},{"startTime":1559.005,"endTime":1560.57,"body":"of my training for that."},{"startTime":1560.6,"endTime":1565.76,"body":"But firstly, it's just"},{"startTime":1560.6,"endTime":1565.76,"body":"really reinforced me."},{"startTime":1565.785,"endTime":1568.98,"body":"Things that I already knew, but sometimes"},{"startTime":1565.785,"endTime":1568.98,"body":"you need to have them"},{"startTime":1569.005,"endTime":1573.84,"body":"reinforced to you again to realise,"},{"startTime":1569.005,"endTime":1573.84,"body":"yeah, that's actually true, and"},{"startTime":1573.865,"endTime":1577.02,"body":"I really need to remember that."},{"startTime":1573.865,"endTime":1577.02,"body":"Consistency."},{"startTime":1577.045,"endTime":1580.015,"body":"Consistency gets you results."},{"startTime":1580.04,"endTime":1583.48,"body":"So like I was saying, I'm not going to"},{"startTime":1580.04,"endTime":1583.48,"body":"wake up tomorrow and be able to run 21Ks."},{"startTime":1583.505,"endTime":1589.29,"body":"I have to put in the work in order to"},{"startTime":1583.505,"endTime":1589.29,"body":"see that result in three months time."},{"startTime":1589.32,"endTime":1592.22,"body":"That is it."},{"startTime":1589.32,"endTime":1592.22,"body":"That's how it's going to work."},{"startTime":1592.245,"endTime":1597.46,"body":"I put in the work, I put in the reps,"},{"startTime":1592.245,"endTime":1597.46,"body":"I'm going to see the results."},{"startTime":1597.485,"endTime":1601.72,"body":"And I just want to loop that back"},{"startTime":1597.485,"endTime":1601.72,"body":"because I needed that reminder in my own"},{"startTime":1601.745,"endTime":1606.855,"body":"business as well, where"},{"startTime":1601.745,"endTime":1606.855,"body":"I need to put in the work in order to"},{"startTime":1606.88,"endTime":1608.32,"body":"see the results that I'm looking for."},{"startTime":1608.345,"endTime":1612.9,"body":"In order to achieve the goals that I have,"},{"startTime":1608.345,"endTime":1612.9,"body":"I have to put in those reps"},{"startTime":1612.925,"endTime":1615.14,"body":"to see those results happen."},{"startTime":1615.165,"endTime":1620.04,"body":"Because with what I'm currently doing, I'm"},{"startTime":1615.165,"endTime":1620.04,"body":"not posting enough on social media right"},{"startTime":1620.065,"endTime":1621.9,"body":"now, and that's not going to help me."},{"startTime":1621.925,"endTime":1623.9,"body":"That's not going to"},{"startTime":1621.925,"endTime":1623.9,"body":"help me get to my goals."},{"startTime":1623.925,"endTime":1630.29,"body":"I really need to"},{"startTime":1623.925,"endTime":1630.29,"body":"work consistently on my marketing in order"},{"startTime":1630.32,"endTime":1634.98,"body":"to get the leads that I need to achieve"},{"startTime":1630.32,"endTime":1634.98,"body":"the results that I want this year."},{"startTime":1635.005,"endTime":1637.02,"body":"And it's not going to"},{"startTime":1635.005,"endTime":1637.02,"body":"happen any other way."},{"startTime":1637.045,"endTime":1638.54,"body":"And it's easy."},{"startTime":1638.565,"endTime":1642.735,"body":"It's like the recipe to success is by"},{"startTime":1638.565,"endTime":1642.735,"body":"doing those things that work and just"},{"startTime":1642.76,"endTime":1645.88,"body":"doing them over and over, even though it"},{"startTime":1642.76,"endTime":1645.88,"body":"feels hard and annoying at the time"},{"startTime":1645.905,"endTime":1647.86,"body":"and you maybe don't want to do it."},{"startTime":1647.885,"endTime":1650.7,"body":"And no, you're not going"},{"startTime":1647.885,"endTime":1650.7,"body":"to see results instantly."},{"startTime":1650.725,"endTime":1653.2,"body":"You were not."},{"startTime":1650.725,"endTime":1653.2,"body":"It's going to happen over time."},{"startTime":1653.225,"endTime":1655.42,"body":"It's going to take weeks, if not months."},{"startTime":1655.445,"endTime":1659.14,"body":"And this is what I was thinking about"},{"startTime":1655.445,"endTime":1659.14,"body":"marketing as well, is that it's always..."},{"startTime":1659.165,"endTime":1664.74,"body":"I find it's going to take you about 90"},{"startTime":1659.165,"endTime":1664.74,"body":"days to see results with your marketing."},{"startTime":1664.765,"endTime":1670.655,"body":"So what you were doing three months ago is"},{"startTime":1664.765,"endTime":1670.655,"body":"reflective of the results"},{"startTime":1670.68,"endTime":1671.38,"body":"you're seeing now."},{"startTime":1671.405,"endTime":1674.76,"body":"So if you want to see particular results"},{"startTime":1671.405,"endTime":1674.76,"body":"in three months, you need to start right"},{"startTime":1674.785,"endTime":1678.02,"body":"now putting those reps in"},{"startTime":1674.785,"endTime":1678.02,"body":"and putting that work in."},{"startTime":1678.045,"endTime":1680.78,"body":"Otherwise, you're not"},{"startTime":1678.045,"endTime":1680.78,"body":"going to see those results."},{"startTime":1680.805,"endTime":1683.9,"body":"So that's just something I"},{"startTime":1680.805,"endTime":1683.9,"body":"want you to keep in mind."},{"startTime":1683.925,"endTime":1687.72,"body":"You are not going to see results after one"},{"startTime":1683.925,"endTime":1687.72,"body":"Instagram post, but you are going to"},{"startTime":1687.745,"endTime":1690.38,"body":"see results after consistent posting."},{"startTime":1690.405,"endTime":1693.81,"body":"Obviously, there's other"},{"startTime":1690.405,"endTime":1693.81,"body":"factors that come into this."},{"startTime":1693.84,"endTime":1694.775,"body":"What are we posting?"},{"startTime":1694.8,"endTime":1697.38,"body":"Are we speaking to the right audience,"},{"startTime":1694.8,"endTime":1697.38,"body":"we're saying the right things."},{"startTime":1697.405,"endTime":1702.56,"body":"But just in general, the consistency is"},{"startTime":1697.405,"endTime":1702.56,"body":"what is going to get you to those results."},{"startTime":1702.585,"endTime":1707.54,"body":"And particularly once you already have a"},{"startTime":1702.585,"endTime":1707.54,"body":"bit of a recipe for what's going to work,"},{"startTime":1707.565,"endTime":1711.4,"body":"then it's just a matter of"},{"startTime":1707.565,"endTime":1711.4,"body":"showing up, getting those reps in, doing"},{"startTime":1711.425,"endTime":1715.16,"body":"the things that are required in order to"},{"startTime":1711.425,"endTime":1715.16,"body":"see the results that you"},{"startTime":1715.185,"endTime":1717.26,"body":"want on the other side."},{"startTime":1717.285,"endTime":1722.29,"body":"So literally, just"},{"startTime":1717.285,"endTime":1722.29,"body":"taking it back to the half marathon, I"},{"startTime":1722.32,"endTime":1725.735,"body":"just know I don't want to show up on a"},{"startTime":1722.32,"endTime":1725.735,"body":"half marathon day and not be"},{"startTime":1725.76,"endTime":1727.52,"body":"able to complete the race."},{"startTime":1725.76,"endTime":1727.52,"body":"I don't want that to happen."},{"startTime":1727.545,"endTime":1731.62,"body":"I want to be able to achieve my goal"},{"startTime":1727.545,"endTime":1731.62,"body":"of finishing it without stopping."},{"startTime":1731.645,"endTime":1736.16,"body":"And I know to do that, I'm working"},{"startTime":1731.645,"endTime":1736.16,"body":"backwards and I'm starting now and I'm"},{"startTime":1736.185,"endTime":1742.2,"body":"putting that work in because I know that"},{"startTime":1736.185,"endTime":1742.2,"body":"the work over consistently with me showing"},{"startTime":1742.225,"endTime":1747.57,"body":"up, doing the things on my list, whatever"},{"startTime":1742.225,"endTime":1747.57,"body":"the app tells me to do, I'm doing it."},{"startTime":1747.6,"endTime":1750.09,"body":"That is what's going to"},{"startTime":1747.6,"endTime":1750.09,"body":"get me to that end result."},{"startTime":1750.12,"endTime":1752.57,"body":"So that's thing number one."},{"startTime":1752.6,"endTime":1759.02,"body":"Thing number two is just how you"},{"startTime":1752.6,"endTime":1759.02,"body":"improve at things as you do them more."},{"startTime":1759.045,"endTime":1764.29,"body":"And these are more business"},{"startTime":1759.045,"endTime":1764.29,"body":"related than just brand related."},{"startTime":1764.32,"endTime":1769.16,"body":"But it's something that I hear a lot is"},{"startTime":1764.32,"endTime":1769.16,"body":"people saying, oh, I'm not good at talking"},{"startTime":1769.185,"endTime":1773.88,"body":"on camera, for example, or I'm really bad"},{"startTime":1769.185,"endTime":1773.88,"body":"at making reels, or whatever it is"},{"startTime":1773.905,"endTime":1775.9,"body":"that you think you're really bad at."},{"startTime":1775.925,"endTime":1778.455,"body":"You're not going to get any"},{"startTime":1775.925,"endTime":1778.455,"body":"better if you don't do them."},{"startTime":1778.48,"endTime":1781.88,"body":"And if you want to get better at them, if"},{"startTime":1778.48,"endTime":1781.88,"body":"you know that's going to help grow your"},{"startTime":1781.905,"endTime":1786.055,"body":"business or connect with your audience,"},{"startTime":1781.905,"endTime":1786.055,"body":"whatever it is, you do need to do it more."},{"startTime":1786.08,"endTime":1787.72,"body":"You're going to be bad when you start."},{"startTime":1787.745,"endTime":1789.8,"body":"And even just the same"},{"startTime":1787.745,"endTime":1789.8,"body":"as starting a business."},{"startTime":1789.825,"endTime":1793.94,"body":"It's probably going to be a bit of"},{"startTime":1789.825,"endTime":1793.94,"body":"a chaotic mess in the beginning."},{"startTime":1793.965,"endTime":1796.29,"body":"And you're going to get"},{"startTime":1793.965,"endTime":1796.29,"body":"better as time goes by."},{"startTime":1796.32,"endTime":1798.16,"body":"You're going to make a lot"},{"startTime":1796.32,"endTime":1798.16,"body":"of mistakes at the start."},{"startTime":1798.185,"endTime":1800.09,"body":"You're going to learn,"},{"startTime":1798.185,"endTime":1800.09,"body":"you're going to improve."},{"startTime":1800.12,"endTime":1801.36,"body":"It's exactly the same with running."},{"startTime":1801.385,"endTime":1807.88,"body":"Like I said, when I started running"},{"startTime":1801.385,"endTime":1807.88,"body":"at the end of December, I was terrible."},{"startTime":1807.905,"endTime":1811.05,"body":"I was really slow."},{"startTime":1807.905,"endTime":1811.05,"body":"I had a great time, but I was not good."},{"startTime":1811.08,"endTime":1812.24,"body":"And I'm still not good."},{"startTime":1812.265,"endTime":1816.8,"body":"But already, just by being consistent with"},{"startTime":1812.265,"endTime":1816.8,"body":"the runs that I've been doing since then,"},{"startTime":1816.825,"endTime":1819.36,"body":"my speed has already improved so much."},{"startTime":1819.385,"endTime":1823.76,"body":"My times have improved so much"},{"startTime":1819.385,"endTime":1823.76,"body":"without even necessarily trying."},{"startTime":1823.785,"endTime":1826.86,"body":"It's just naturally"},{"startTime":1823.785,"endTime":1826.86,"body":"happened as a result of me practising"},{"startTime":1826.885,"endTime":1829.5,"body":"the thing over and over and over."},{"startTime":1829.525,"endTime":1835.0,"body":"So it It just goes to show that"},{"startTime":1829.525,"endTime":1835.0,"body":"if you want to see improvements in areas,"},{"startTime":1835.025,"endTime":1839.18,"body":"if you want to get better at certain"},{"startTime":1835.025,"endTime":1839.18,"body":"areas, you have to just continually"},{"startTime":1839.205,"endTime":1842.29,"body":"show up, continually put in those reps."},{"startTime":1842.32,"endTime":1847.42,"body":"And then the other thing as well that I'll"},{"startTime":1842.32,"endTime":1847.42,"body":"add with the whole running thing"},{"startTime":1847.445,"endTime":1852.44,"body":"is the grit that you"},{"startTime":1847.445,"endTime":1852.44,"body":"have to develop with running because there"},{"startTime":1852.465,"endTime":1856.36,"body":"are parts where it gets really hard and"},{"startTime":1852.465,"endTime":1856.36,"body":"you really want to stop and your"},{"startTime":1856.385,"endTime":1860.02,"body":"brain is screaming at you like, Stop."},{"startTime":1860.045,"endTime":1861.175,"body":"Why are you doing this?"},{"startTime":1861.2,"endTime":1862.24,"body":"We don't need to do this."},{"startTime":1862.265,"endTime":1863.66,"body":"This is stupid."},{"startTime":1863.685,"endTime":1865.7,"body":"You can stop, you can walk."},{"startTime":1865.725,"endTime":1869.94,"body":"And it's a real battle against yourself"},{"startTime":1865.725,"endTime":1869.94,"body":"to be like, no, I'm going to keep going."},{"startTime":1869.965,"endTime":1872.66,"body":"You're fighting against your"},{"startTime":1869.965,"endTime":1872.66,"body":"own brain, which is crazy."},{"startTime":1872.685,"endTime":1876.935,"body":"And obviously, I'm not saying fight"},{"startTime":1872.685,"endTime":1876.935,"body":"against actual pain that is bad."},{"startTime":1876.96,"endTime":1880.32,"body":"But when it's just like, oh, my legs are"},{"startTime":1876.96,"endTime":1880.32,"body":"tired, my feet are tired, or I'm running"},{"startTime":1880.345,"endTime":1884.24,"body":"out of breath or whatever it is,"},{"startTime":1880.345,"endTime":1884.24,"body":"you can talk yourself through that and you"},{"startTime":1884.265,"endTime":1887.615,"body":"can get yourself through that if you"},{"startTime":1884.265,"endTime":1887.615,"body":"have the grit and the dedication."},{"startTime":1887.64,"endTime":1890.28,"body":"So if you have goals you want to achieve"},{"startTime":1887.64,"endTime":1890.28,"body":"with running, you You"},{"startTime":1890.305,"endTime":1890.84,"body":"have to push through that."},{"startTime":1890.865,"endTime":1895.9,"body":"You have to find that inner strength to"},{"startTime":1890.865,"endTime":1895.9,"body":"push through that and move beyond it."},{"startTime":1895.925,"endTime":1897.81,"body":"Or again, you're not going to progress."},{"startTime":1897.84,"endTime":1903.64,"body":"And it just, again, showed me in my own"},{"startTime":1897.84,"endTime":1903.64,"body":"business that things can be"},{"startTime":1903.665,"endTime":1905.28,"body":"hard, things can be difficult."},{"startTime":1905.305,"endTime":1911.375,"body":"Your brain can be yelling at you, take"},{"startTime":1905.305,"endTime":1911.375,"body":"a break or don't bother with that today."},{"startTime":1911.4,"endTime":1914.6,"body":"And I just want to caveat that with,"},{"startTime":1911.4,"endTime":1914.6,"body":"if you need to take a break, take a break."},{"startTime":1914.625,"endTime":1920.895,"body":"But you can usually discern whether you're"},{"startTime":1914.625,"endTime":1920.895,"body":"being just a bit lazy crazy and just being"},{"startTime":1920.92,"endTime":1922.64,"body":"like, I just don't want to post today."},{"startTime":1922.665,"endTime":1926.36,"body":"I just can't be bothered, versus I'm on"},{"startTime":1922.665,"endTime":1926.36,"body":"the edge of burnout"},{"startTime":1926.385,"endTime":1928.055,"body":"and I can't work today."},{"startTime":1928.08,"endTime":1929.12,"body":"There's a clear difference."},{"startTime":1929.145,"endTime":1932.54,"body":"So I just want to put that out there and"},{"startTime":1929.145,"endTime":1932.54,"body":"not trying to encourage you to work"},{"startTime":1932.565,"endTime":1937.7,"body":"harder than you can physically do."},{"startTime":1932.565,"endTime":1937.7,"body":"Not at all."},{"startTime":1937.725,"endTime":1941.96,"body":"But there's those times when our"},{"startTime":1937.725,"endTime":1941.96,"body":"brain is saying, It's too hard."},{"startTime":1941.985,"endTime":1945.12,"body":"Give up."},{"startTime":1941.985,"endTime":1945.12,"body":"It's not going anywhere."},{"startTime":1945.145,"endTime":1949.92,"body":"This is a classic example of, I'm"},{"startTime":1945.145,"endTime":1949.92,"body":"not getting any inquiries."},{"startTime":1949.945,"endTime":1954.68,"body":"It's been really quiet lately and I'm"},{"startTime":1949.945,"endTime":1954.68,"body":"ready to give up and go"},{"startTime":1954.705,"endTime":1957.38,"body":"find a job, for example."},{"startTime":1957.405,"endTime":1963.28,"body":"And they're the times when you can either"},{"startTime":1957.405,"endTime":1963.28,"body":"go, All right, I'm just going to let go of"},{"startTime":1963.305,"endTime":1965.655,"body":"what I've built and just"},{"startTime":1963.305,"endTime":1965.655,"body":"go try and find a job."},{"startTime":1965.68,"endTime":1968.2,"body":"If that's actually what you want"},{"startTime":1965.68,"endTime":1968.2,"body":"to do, absolutely go for it."},{"startTime":1968.225,"endTime":1969.0,"body":"No shade whatsoever."},{"startTime":1969.025,"endTime":1972.68,"body":"But if it's your dream to run your"},{"startTime":1969.025,"endTime":1972.68,"body":"business and you've had clients before and"},{"startTime":1972.705,"endTime":1976.7,"body":"you know that you can earn money with this"},{"startTime":1972.705,"endTime":1976.7,"body":"business, you can get clients,"},{"startTime":1976.725,"endTime":1981.38,"body":"then why are we giving into"},{"startTime":1976.725,"endTime":1981.38,"body":"this mindset and this self-talk?"},{"startTime":1981.405,"endTime":1984.57,"body":"Why are we not pushing through and"},{"startTime":1981.405,"endTime":1984.57,"body":"going, no, I know I can do this."},{"startTime":1984.6,"endTime":1987.86,"body":"I have done it before."},{"startTime":1984.6,"endTime":1987.86,"body":"I can do it again."},{"startTime":1987.885,"endTime":1990.64,"body":"I can persevere through this"},{"startTime":1987.885,"endTime":1990.64,"body":"and come out the other side."},{"startTime":1990.665,"endTime":1994.29,"body":"Because honestly, it's the business owners"},{"startTime":1990.665,"endTime":1994.29,"body":"that have that mindset and can really"},{"startTime":1994.32,"endTime":1998.52,"body":"persevere through those tough"},{"startTime":1994.32,"endTime":1998.52,"body":"and difficult times and have that grit to"},{"startTime":1998.545,"endTime":2002.38,"body":"do that, that will come out"},{"startTime":1998.545,"endTime":2002.38,"body":"the other side successful."},{"startTime":2002.405,"endTime":2005.16,"body":"So just another thing to keep in mind."},{"startTime":2005.185,"endTime":2011.6,"body":"And as I said, all of that I'm saying"},{"startTime":2005.185,"endTime":2011.6,"body":"with the caveat of Don't overwork yourself"},{"startTime":2011.625,"endTime":2016.44,"body":"and work yourself to the bone and pour"},{"startTime":2011.625,"endTime":2016.44,"body":"every ounce of yourself into the business."},{"startTime":2016.465,"endTime":2018.62,"body":"That's not the way to go about it."},{"startTime":2018.645,"endTime":2024.575,"body":"But it's when you know that you could push"},{"startTime":2018.645,"endTime":2024.575,"body":"harder and you know that if you do X, Y, Z"},{"startTime":2024.6,"endTime":2028.2,"body":"thing, even though it might be annoying,"},{"startTime":2024.6,"endTime":2028.2,"body":"even though it might take some time, that"},{"startTime":2028.225,"endTime":2031.86,"body":"will help get you closer to your goals."},{"startTime":2028.225,"endTime":2031.86,"body":"Why are you not doing that?"},{"startTime":2031.885,"endTime":2035.57,"body":"Why are you giving into the part of your"},{"startTime":2031.885,"endTime":2035.57,"body":"brain that's like, no,"},{"startTime":2035.6,"endTime":2037.29,"body":"just take today off."},{"startTime":2037.32,"endTime":2039.08,"body":"Just don't bother today."},{"startTime":2039.105,"endTime":2042.02,"body":"It's fine not doing it for one day."},{"startTime":2042.045,"endTime":2046.48,"body":"Those thoughts are"},{"startTime":2042.045,"endTime":2046.48,"body":"what, ideally, we want to push through and"},{"startTime":2046.505,"endTime":2050.74,"body":"fight through so we can get to that better"},{"startTime":2046.505,"endTime":2050.74,"body":"version of ourselves that"},{"startTime":2050.765,"endTime":2055.38,"body":"sticks to the things they said they would"},{"startTime":2050.765,"endTime":2055.38,"body":"do and shows up consistently and"},{"startTime":2055.405,"endTime":2058.65,"body":"gets those results as a result of that."},{"startTime":2058.68,"endTime":2062.13,"body":"So that's another thing with running that"},{"startTime":2058.68,"endTime":2062.13,"body":"I have found has really"},{"startTime":2062.16,"endTime":2063.58,"body":"related back to my business."},{"startTime":2063.605,"endTime":2070.295,"body":"And strengthening that gritty mindset"},{"startTime":2063.605,"endTime":2070.295,"body":"as I've been running has been be"},{"startTime":2070.32,"endTime":2071.94,"body":"helpful because I'm like, I can do this."},{"startTime":2071.965,"endTime":2074.32,"body":"I can push through when it's hard."},{"startTime":2074.345,"endTime":2078.86,"body":"So if I can do that when I'm running,"},{"startTime":2074.345,"endTime":2078.86,"body":"I can do that in my business as well."},{"startTime":2078.885,"endTime":2083.44,"body":"So it's really been a great learning"},{"startTime":2078.885,"endTime":2083.44,"body":"experience doing both of these things."},{"startTime":2083.465,"endTime":2087.3,"body":"And I know I've only been doing them for"},{"startTime":2083.465,"endTime":2087.3,"body":"a month, like the running and the writing."},{"startTime":2087.325,"endTime":2091.68,"body":"But I've already just"},{"startTime":2087.325,"endTime":2091.68,"body":"learnt so much from these experiences."},{"startTime":2091.705,"endTime":2096.6,"body":"So I'm really happy that I decided to"},{"startTime":2091.705,"endTime":2096.6,"body":"create some different goals this"},{"startTime":2096.625,"endTime":2099.21,"body":"year outside of my business."},{"startTime":2099.24,"endTime":2102.64,"body":"And I'm not saying everything you do has"},{"startTime":2099.24,"endTime":2102.64,"body":"to loop back to your business, not at all."},{"startTime":2102.665,"endTime":2106.34,"body":"But I'm really talking about, can we"},{"startTime":2102.665,"endTime":2106.34,"body":"strengthen qualities of ourselves"},{"startTime":2106.365,"endTime":2108.56,"body":"that will help us in our business?"},{"startTime":2108.585,"endTime":2110.32,"body":"Because that's great."},{"startTime":2110.345,"endTime":2114.74,"body":"If we can do that, if we can take things"},{"startTime":2110.345,"endTime":2114.74,"body":"that we're already doing and use those"},{"startTime":2114.765,"endTime":2118.08,"body":"to help us in the business that we're"},{"startTime":2114.765,"endTime":2118.08,"body":"creating and the brand"},{"startTime":2118.105,"endTime":2119.8,"body":"that we're building."},{"startTime":2120.04,"endTime":2123.94,"body":"So that was my long winded chatty-up."},{"startTime":2123.965,"endTime":2126.98,"body":"I hope that you found"},{"startTime":2123.965,"endTime":2126.98,"body":"some insight in that."},{"startTime":2127.005,"endTime":2131.84,"body":"And I'll try and take you guys along"},{"startTime":2127.005,"endTime":2131.84,"body":"with bits and pieces of the running"},{"startTime":2131.865,"endTime":2134.72,"body":"journey and the writing journey as well."},{"startTime":2134.745,"endTime":2138.42,"body":"And if you're particularly interested"},{"startTime":2134.745,"endTime":2138.42,"body":"in one of those areas, let me know."},{"startTime":2138.445,"endTime":2144.255,"body":"Or even if you're trying to"},{"startTime":2138.445,"endTime":2144.255,"body":"train for a half marathon or anything like"},{"startTime":2144.28,"endTime":2146.64,"body":"that, please let me know on Instagram"},{"startTime":2144.28,"endTime":2146.64,"body":"because I would love to connect with you"},{"startTime":2146.665,"endTime":2150.1,"body":"about that and chat all things"},{"startTime":2146.665,"endTime":2150.1,"body":"like writing or running."},{"startTime":2150.125,"endTime":2152.44,"body":"And yeah, thank you so"},{"startTime":2150.125,"endTime":2152.44,"body":"much for listening in."},{"startTime":2152.465,"endTime":2154.775,"body":"I hope this was helpful"},{"startTime":2152.465,"endTime":2154.775,"body":"to you in some way."},{"startTime":2154.8,"endTime":2158.28,"body":"I hope it was a bit motivating or a bit"},{"startTime":2154.8,"endTime":2158.28,"body":"inspiring, a bit of a kick up the butt,"},{"startTime":2158.305,"endTime":2161.0,"body":"whatever it was that you"},{"startTime":2158.305,"endTime":2161.0,"body":"needed take from this episode."},{"startTime":2161.025,"endTime":2162.335,"body":"I hope that you could."},{"startTime":2162.36,"endTime":2165.02,"body":"And I'm just surprised my throat"},{"startTime":2162.36,"endTime":2165.02,"body":"has held out this whole time."},{"startTime":2165.045,"endTime":2168.98,"body":"I have had to pause a little bit to"},{"startTime":2165.045,"endTime":2168.98,"body":"have a cough, but really shocked."},{"startTime":2169.005,"endTime":2173.1,"body":"Anyway, I'm going to rest it now and drink"},{"startTime":2169.005,"endTime":2173.1,"body":"some cold water because it definitely is"},{"startTime":2173.125,"endTime":2175.42,"body":"feeling a little bit tired now."},{"startTime":2175.445,"endTime":2177.52,"body":"But I will catch you"},{"startTime":2175.445,"endTime":2177.52,"body":"guys back here next week."},{"startTime":2177.545,"endTime":2182.12,"body":"Thank you so much for listening"},{"startTime":2177.545,"endTime":2182.12,"body":"and have a great day."},{"startTime":2182.84,"endTime":2187.78,"body":"Thank you so much for tuning in"},{"startTime":2182.84,"endTime":2187.78,"body":"to another episode of Brandology."},{"startTime":2187.805,"endTime":2190.08,"body":"I am so happy to have you here."},{"startTime":2190.105,"endTime":2192.26,"body":"I hope you got something"},{"startTime":2190.105,"endTime":2192.26,"body":"out of this episode."},{"startTime":2192.285,"endTime":2196.4,"body":"If you did, I would so love it if you"},{"startTime":2192.285,"endTime":2196.4,"body":"could hit that follow button"},{"startTime":2196.425,"endTime":2198.02,"body":"on your podcast platform."},{"startTime":2198.045,"endTime":2202.12,"body":"And if you really loved it,"},{"startTime":2198.045,"endTime":2202.12,"body":"it would be so amazing if you could"},{"startTime":2202.145,"endTime":2204.86,"body":"leave a review on Apple podcast."},{"startTime":2204.885,"endTime":2206.94,"body":"It really, really helps."},{"startTime":2206.965,"endTime":2211.98,"body":"I would also love it if you could share"},{"startTime":2206.965,"endTime":2211.98,"body":"this podcast with your business besties"},{"startTime":2212.005,"endTime":2218.0,"body":"because I'm dropping new episodes every"},{"startTime":2212.005,"endTime":2218.0,"body":"week all about the soul and strategy"},{"startTime":2218.025,"endTime":2220.88,"body":"behind building feel-less brands."},{"startTime":2220.905,"endTime":2226.02,"body":"And I would love to spread the word"},{"startTime":2220.905,"endTime":2226.02,"body":"to as many entrepreneurs as I can."},{"startTime":2226.045,"endTime":2227.64,"body":"Thank you so much for listening."},{"startTime":2227.665,"endTime":2231.24,"body":"And I'll be back in your ears next week."}]}