The Content Crib Podcast
The Content Crib Podcast is where bold ideas meet real execution. Hosted by Eric Anderson and Chris Grosse, this show breaks down how to turn content into trust, attention into opportunity, and your story into strategy. No fluff. No filters. Just what works. Welcome to the Crib.
The Content Crib Podcast
What Could You Build With New Leverage
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AI is making it easier than ever to publish content, automate workflows, and look “professional” online, which creates a new problem: everyone starts to sound the same. We dig into why the real advantage is not louder output, it is genuine voice, trust, and a brand people can feel. Along the way, we share what we are building for the next Content Crib, including a practical healthcare productivity tech stack, the AI tools we actually use, and why learning this stuff in a room with other builders changes your results.
We also get into the surprising role of satire as a strategy, not a gimmick. One of us is launching a new character brand, Strythrex Guy, to show step by step how public trust architecture gets built in real time. When AI slop is everywhere, humor, video, and honest personality become signal. If you are a physician, clinic owner, medtech rep, or healthcare marketer trying to stand out without feeling fake, this is the playbook.
Then we zoom out to the big myth we want to bust: AI is not coming to replace humans in healthcare. It is replacing the institution’s monopoly on infrastructure and giving individuals leverage. The old binary career advice, stay trapped or quit, is outdated. Building alongside your W-2 is how you de-risk the future, create optionality, and start owning the asset you already have: your name, your expertise, and your distribution.
If this resonates, subscribe, share this with one colleague who feels stuck, and leave a review so more healthcare builders can find it. What would you build if AI gave you back 10 hours a week?
Why Big Wins Are Coming
SPEAKER_00In the next five to ten years, people we know will build I don't want to use dollar figures because you whatever. They'll build successful endeavors that they never thought they could. And it will scale and you know, they'll come back as excited as you know they were just as apprehensive, but now they're excited about what they built. And it's it's gonna happen, and it is happening. And I I'm excited for you know some things that I'm participating in with people from Content Crib that we're doing now. I mean, a whole sales training program that Mike and Jerry are putting together that's just awesome. All right.
Hotel Studio And Content Crib Logistics
SPEAKER_00No, I'm not being held hostage.
SPEAKER_01I was gonna say, uh do you have to uh announce a separation or is this just a new uh a partial temporary stay?
SPEAKER_00This is a temporary stay. I um as you put it so well, this is my uh flop apartment. Um yeah, I I'm having lots of construction done to my house, and uh I have to be out of my house for about 30 to 60 days, so I'm in a hotel. So I've brought the whole entire studio here, and um I'm set up next to the efficiency kitchen, which I can during one of our streams I can make some food or whatever you need me to do. It's a whole new look for us.
SPEAKER_01Well, that's why I'm so impressed by you because you are travel ready with the podcast studio. You take it to Maine, you take it to flop apartments, you take it to Vegas bullet hole houses. We need to do an episode or two definitely in um in Content Crib this fall for sure in the uh mansion. Are we did we rebook the the house?
SPEAKER_00It's unfortunately it's not available right now. I'm gonna send I thank you for reminding me. I'm gonna send her a note. I'm gonna actually send her a text and say, hey, if at all possible, if they cancel, please think of us first. But yeah, it is currently not available. So I actually had Matthew send me over some other options, so I'm looking right now. I'll I'll share them with you. But yeah, uh the hope is to get back to the Jackson house there in Bentonville. That'd be the plan. And we've bantied about a little bit of content crib thoughts on what we're
Content Crib Vision For Productivity
SPEAKER_00gonna go through. Uh I love the productivity, kind of centric type idea, and I think it's gonna go it's gonna be great.
SPEAKER_01Yeah, we were talking about the the content crib coming up this fall and how how pumped we are and that we're gonna you know teach everybody a lot of our tech stack and AI tools. I mean, there's been no better time to build a business and build your brand at the same time. Uh people are looking for you know, looking for help, looking for specialists, and uh we're gonna share with everybody you know what we use when our you know during our day jobs and and more, how to make us more efficient, how to build our brands, how to build businesses, and how you can do it together with people in the room, which has been super successful as we've seen from the last content crib. I was just on a call with uh a content crib attendee asking about you know what's happening for the next one and how sad they missed the last one because it was all about partnering up and building business together, and they just recognized and everybody recognized how crucial and important that is to be able to team up and expand. It's really hard doing something on your own. Like that, I you know, a lot of us most of us grew up in you know, you go to school, you you know, go to class together, you join a company, you're working with people, you're held accountable. Going off on your own is a scary thing. So if you can learn the tools and then partner up, I see no better combination.
SPEAKER_00Yeah, and I you know, I would tell anybody who's listening right now, it's like this is gonna be the healthcare productivity meeting that I think is gonna be one of the first of its kind. It really is, because I don't think that several people are kind of always out on an island. We talk about this, you know, with our community that we're no longer out on an island. You know, several of us are working together on different projects and doing different things, and this is gonna be all about productivity, tech stack, how to incorporate AI, what that can all look towards your business and how you can utilize it to be successful. I'm excited because I'm I I'm looking forward to learning from people that I'm looking forward to learning what people have to what they're utilizing in their day-to-day businesses, so it's it's it's gonna be a lot of fun.
Building A Satire Persona On Purpose
SPEAKER_00And um, you know, I started to purposely create this new persona uh brand online and uh called Strythrex Guy. And so I'm blowing up. I haven't even released it yet. I haven't released it. I uh the I've just kind of teased it the last probably week or so, and uh it's it's yeah, it's all humor. I've I've had some I've had some messages like, hey man, you need to stop making fun of striker guys and arthrx guys. Listen, it has nothing to do with striker or arthrx. It was just a cool name that I figured out, put together, and uh it's all humor. It's just gonna be all fun, and it's I'm gonna show step by step too, I'm gonna do it within our newsletter, which is now called one plus one equals three, and in our community, how you can build your public trust architecture, your personal brand, whatever that may look like. I'm gonna show you exactly how I'm doing it with Stri Threx Guy. So it's it's gonna be fun. Plus, I get to act like an idiot, and which is something that I do very well.
SPEAKER_01I mean, I think it's genius. Um, I you know, to be able to do, you know, but a lot of it won't be satire, which is the funniest part about it, because you know exactly what goes on with some of the, you know, besides some of these doors and these med tech reps. I would just keep wondering like when you're gonna get the uh cease and desist letters, you know, that don't mean anything that can't do anything about. But you know, just the Stritex guy exaggerating medical device sales stereotype is just gonna be hilarious.
SPEAKER_00Well, it's it's um so I had some legal counsel look at what I've done, and I have not copied the logo in any way, shape, or form. Um, I am not, you know, they're all just letters, and so this is my my my first um statement on the whole subject that this in no way, shape, or form is meant to replicate or infer that I am representing any organization that has names similar to the logo that or the name that has been created. That's it. That's what that's what I have to say. Kind of like allegedly. If you say that before anything, you can say whatever you want, I guess.
SPEAKER_01I love the line 10 on the jersey, zero career minutes, president's club four years running.
SPEAKER_00Built by third stringers. Because okay, I'll just say it. Because you meet a lot of these guys, you know, with the fake Rolexes and the and the on clouds that match their, you know, their their scrubs, and you know, they tell you all about this is terrible. They tell you all about their sports, you know, past and their legendary feats and accomplishments, and then you realize real quick, you're like, he was like a third or fourth stringer. Like, what what the heck? You know, he didn't even play in the game. So we're gonna kind of talk about that.
SPEAKER_01Yeah, one of them infiltrated the compounding pharmacy space, and I had to work with him for like a brief four months, and I'm like, I am out of here. See you later. I was like, and even like the reps that work for me that were working alongside him were like I am sick of hearing his washed-up baseball stories, and uh he's really not a good leader, and uh yeah.
SPEAKER_00Yep, yep.
SPEAKER_01And then everyone else left the right after I did.
SPEAKER_00So there you go. Well, you know firsthand then, yeah.
SPEAKER_01You know, so I mean I gotta a little bit of it being someone that's not in the medical device space per se. I mean my wife is, so I hear a little bit, but it's so specialized, it's not like the orthopedics and spine, which is just overrun by washed up athletes, which I can't blame them, like it's a good space for them to move into, you know, but it's just funny that there is a little bit of a uh caricature behind it. And unfortunately not everybody is uh like that, but uh some are, and it makes it funny.
SPEAKER_00So you gotta run with it, you definitely have to run it. The vast majority are not like that, but it's just the few that stick out in people's memory, and uh we're gonna we're gonna we're definitely gonna have some fun with it. We're gonna have some fun with it and take it on the road places and all kinds of different stuff.
SPEAKER_01Well, I think it's important why explain why you're doing it because I think everyone should know. I mean, it's I think it has a lot to and you tell me, but I mean people are start uh a lot of people are sounding exactly the same, right? Which mean with all the you know AI slop and kind of trying to sound like you know the smartest person in the room. I think you know satire has a place, and you can build a successful brand and business around you know sticking out and being you know yourself and out of humor.
SPEAKER_00Yeah, well it's it's yeah, you hit the nail on the head, and I told you why. It's it's everybody listening to this podcast right now can create content. You can go to Claude, you can put exactly what you want to have come out of it, and it will. And you can post it. And if people don't think you're genuine, they're not going to listen, they're not gonna read, they're not gonna care. It's it's everybody can be competent at at at at content right now. The difference is people are going to migrate to those who are genuine. I think a lot of it's gonna have to do with video, a lot of it's gonna have to do with video. Um, because you know you can't, you know, all these companies are telling you you can replicate people to AI, you know, these different avatars and things like that. You can still tell. I think you're always gonna be able to tell. You're always gonna be able to tell because I'm some people who kind of pull a lever where they mess up and make stupid comments, that's the lever you need to pull. Anyway, uh, but I do know that genuine content works, and people are starting to complain, or they're complaining that they're just not getting traction with what they're doing online, and so I again I need to get another hobby, but I went to, you know, just kind of sat and thought, okay, how is this gonna work? So I'm just gonna build this stri threx guy persona and the stri threx guy character online. I'm gonna show everybody how I'm doing it, and I'm gonna go step by step, I'm gonna do it in the newsletter that we have, and it's free. I'm not trying to sell you anything, and and just show that you anybody can build a public trust architecture as long as you're genuine and you do the right things, you can do it. Um and the funny thing is, you know, there's several of these guys that are out there now on Instagram, LinkedIn, TikTok, who are using satire to do it. And satire, I think, I think it's why anyway, we can go really deep down a rabbit hole why I think comedians are doing so well now is because people want to laugh, they want to see genuine talent, they want to see genuine material, and they're not seeing it because of AI, and so they're migr a lot of people are migrating that way. Will it change? Maybe, but I'm gonna build Stri Threx Guy and let it flourish. Yeah, it's it's so hard because I'm always like talking in the third person, or I'm like, are you Strix Guy? Am I not? Like anyway. So Strythrex Guy is his own persona, his own person, but it'll look very similar to me in the future. So there you go. That's it.
SPEAKER_01I'm excited to see how it and uh it shakes out. And if you need uh content out of development or or tips, I I would be would love to participate in the show.
SPEAKER_00Oh, I'm gonna lean on you for sure, for sure. I uh well I've seen lots of pictures of you like all over the country these days. Like I didn't even know you were going to Vegas, and all of a sudden, I didn't either. I was like, there's a picture of you in Vegas, and I was like, okay, well, there you go. It was nice and cool out there.
SPEAKER_01Yeah, it was 110 degrees, but uh no, it was good. Out of the pool was was was very hot, but it was nice. Now we had a um you know, one of those, it was a specialized conference for one of our biggest clients, so that that ran, you know, with a bunch of so it was it was time well spent. Uh for sure. But yeah, it was it was
AI As Leverage Not Replacement
SPEAKER_01it was a good time. But I do want to come back to the content crib discussion because I think it's super important. And I think it's I think it's based off kind of like the myth that we're trying to bust here, um which I think is really important, right? So institutional medicine is is getting eroded. I think we both can agree with that.
SPEAKER_00Yeah, absolutely.
SPEAKER_01I think you know the consolidation is not slowing, right? So like non-physician entities are own most of US practices across the country. So that's the scary part. But I do think that there's such a big opportunity, and I have physicians and uh med tech salespeople, marketers like ask me all the time like, how do I build alongside what I'm doing or or get out of what I'm doing to launch my own thing, right? So, and I think the myth that we're busting is that AI is coming to replace humans in healthcare, and I really believe, and I know you do too, the opposite really is true. I think AI is replacing the institution's monopoly on infrastructure, which ultimately is gonna set the humans free, right? So all these tools enable you as a physician, as a uh clinic owner, as a medtech marketer, to build your brand, build your voice, and then put a structure and business around it. So I think the question is not will AI take my job. I think the question needs to be for people that listen to this podcast and attend the next Content Crib is what do I do with the leverage it just gave me? And I really think by the end the attendees at Content Crib 7.0 will understand the the actual tech stack you know an independent practice runs on or what a med tech marketer can use and what it means for anyone who sells or wants to become to become or build something like this. So I think they'll leave with you know they'll leave with the knowledge, the tools, so the edge is is on their side.
SPEAKER_00Man, that's so well said, because I I I totally agree with you. I I think and this goes for uh surgeon employees as well of large IDNs. Everyone wants to build something, you know, let's just say everybody. Let me use the words that people that come to us want to build something for themselves. They want to build something, whether that's just a brand, so people come to see them. I mean, everybody wants to have more patients, they want to be known as the expert in this field, or that they run their own clinic and they want to have and they want to have the tools in order to build something. And I think this content crib, more than any other one that we've done, this is gonna, we're gonna, we're gonna open up the playbook on our tech stacks, how we integrate AI into utilizing whatever different platforms and or tools to give us back our time to do the things that we need to be doing. Because I mean that's reality. It's it's I had this conversation with this with somebody this weekend. They were, you know, like, oh, I'm scared to death of what AI can do. I was like, I get it, I get it on a lot of levels, but we were also scared when QuickBooks came out that all the accountants would be gone or all the bookkeepers would be gone. And that didn't happen. No, they just scaled. Yeah, exactly. They they created uh a bigger opportunities for themselves and more opportunities for themselves. It's just a tool. It's a you know, it's when the computer came, you know, we didn't, you know, same thing. And it's it's just it's it's the reality of a lot of when new technology tools come about, there's apprehension there. But I, you know, I'm do I have my suspicions on what AI could be used for that's nefarious? Yep, I sure do. And I don't like it. But on the other side of it, I also realize for me, I can now do so many different things with just a couple of keystrokes that I wasn't able to do before with AI and agents and all that different stuff. So I'm excited about it.
SPEAKER_01I yeah, I'm excited too. And the reality is the old career advice was binary, right? Stay captured by the institution or take the leap and quit. Both are wrong now. The move nobody really is very few are talking about is building your own brand and your own business alongside the W-2, and that is exactly what we talk about. Your W-2 isn't your ceiling, it's just the beginning of what you can do. It's just us as Matthew always talks about, and you talk about, you know, it's just a 15-degree pivot. You know, and if you look back, it's not that long ago. Five years ago, I really think building building something on your own meant you had to leave and bet the house. And I and we both know that's no longer true. That the AI, content tools, personal brand infrastructure that we talk about, you know, means a rep or a surgeon can build a real business on you know nights, weekends with almost no capital. Yeah. And while this is all happening, the ground under you know, the W-2 life that you know I have, you don't have, you own your own businesses. I think that consolidation is peaking and autonomy is gone. And the paycheck is not the safety that it used to be. So you know, to me, it's uh you know, it's optionality now while the tools are cheap and the market's wide open.
SPEAKER_00Yeah, yeah. And I I know that in the next five to ten years, people we know will build and I don't I don't want to use dollar figures because you whatever. It they'll build successful endeavors that they never thought they could. And it will scale and you know, they'll come back as excited as you know they were just as apprehensive, but now they're excited about what they've built. And it's it's gonna happen, and it is happening. And I I'm excited for you know some things that I'm participating in with people from Content Crib that we're doing now. I mean, a whole sales training program that Mike and Jerry are putting together that's just awesome. I mean, they they went over it with me, and I was like, phew, this is this is gonna be great. So um, and that would have never happened five years ago. Never in a million years. So here we are. So it's exciting.
SPEAKER_01No, it's exciting, and I think that it's important everybody wants to not have that, you know, the W-2 just be the only, you know, have the leverage over them, right? So it's it's important to de-risk the exit before you ever need it. Yep. You know, you may never quit, but you should never be trapped. And that's kind of what I've it's take, you know, taking three plus years, four years of of trying to understand and how to you know build alongside where I know that I'm more valuable probably than most W-2s want to, you know, eventually pay me in a couple more years of development, right? But I we can teach you how to do that quicker than the years it's taking us to understand that, and that's what we can pass along in all of the content cribs, but especially now with the one coming up with the tools that we provide. So, you know, if you're a medtech rep, you spend every single, you know, every single waking moment in day building your company's brand and pipeline, you're walking case study and creating equity for someone else. Point that exact skill at yourself. And on the flip side, if you're a surgeon, your name is the most valuable and undervalued asset in in medicine. You know that. And the hospital markets its brand off your hands and you own none of it. So start owning that.
SPEAKER_00Yeah. That's boy, that's very well said. I mean, you don't you don't you don't have to anymore feel trapped, and you you can, you know, people can know you before they meet you, and it's the magic word, it's free. Or maybe you might even get some software that will help you do it for $19 a month, you know, instead of two Starbucks coffees, you'll be able to build your brand.
Monetization Mindset And Invitation
SPEAKER_01Well, I was just talking to one of our content creators that's built a fantastic marketing engine newsletter with thousands of subscriptions, and he's like, Well, you know, I'm not monetizing it yet, but I'm but I said to him, like, you have multi-six figures in value in the asset that you've built.
SPEAKER_00Yeah.
SPEAKER_01Eventually monetize it, but monetize it wisely, and he is. He's building a you know, a SaaS tool and all that, and I think that's great. But it, you know, that's what people I think have a hard time wrapping their head around. It's like, how do I monetize that? How do I monetize this brand? It's like, well, you need to first build that asset and build that following, and then get those people, you know, in your in your community and in your funnel by creating an audience, and then you can do that with certain ways. We talk about, we'll talk about, you know, it and content group coming up, you know, newsletters and and such by using AI tools to help create those.
SPEAKER_00Yeah. And when somebody ever asks me, well, how do I monetize that? I would say start. You'll eventually monetize it. You gotta start. And that's where a lot of people are stuck. So if you want to get unstuck, come to Content Crib.
SPEAKER_01By the end, you'll understand why building alongside whatever you're doing, whether it's you know, you're a surgeon or clinic owner or working for a hospital or you're a marketer or C suite, that you're you're along building alongside your W-2 is the smartest career move in MedTech and Medicine right now. And we'll we'll help you figure that out.
SPEAKER_00Yep. And at the same time, you can only enhance what you're doing at your W-2.
SPEAKER_01So Exactly.
SPEAKER_00It'll be fun. All right. Well, we're back from vacations, we're back from the hinterlands of out west, and uh I'm in my flop apartment, so all is good. All right.