{"version":"1.0.0","segments":[{"speaker":"DP Knudten","startTime":0.0,"endTime":2.37,"body":"I like to say when I"},{"speaker":"DP Knudten","startTime":0.0,"endTime":2.37,"body":"talk to people about brand and"},{"speaker":"DP Knudten","startTime":2.37,"endTime":6.84,"body":"culture, especially in"},{"speaker":"DP Knudten","startTime":2.37,"endTime":6.84,"body":"businesses, brands say, cultures"},{"speaker":"DP Knudten","startTime":6.84,"endTime":10.89,"body":"do. So a brand can say, we"},{"speaker":"DP Knudten","startTime":6.84,"endTime":10.89,"body":"always answer the phone on the"},{"speaker":"DP Knudten","startTime":10.89,"endTime":13.95,"body":"first ring. Well, the culture of"},{"speaker":"DP Knudten","startTime":10.89,"endTime":13.95,"body":"the business is the one who"},{"speaker":"DP Knudten","startTime":13.95,"endTime":17.82,"body":"determines the truth or falsity"},{"speaker":"DP Knudten","startTime":13.95,"endTime":17.82,"body":"of that previous statement. If"},{"speaker":"DP Knudten","startTime":17.82,"endTime":20.88,"body":"the culture is, we answer the"},{"speaker":"DP Knudten","startTime":17.82,"endTime":20.88,"body":"phone on the first ring, and"},{"speaker":"DP Knudten","startTime":20.88,"endTime":23.28,"body":"people answer the phone on the"},{"speaker":"DP Knudten","startTime":20.88,"endTime":23.28,"body":"first ring and if it rings"},{"speaker":"DP Knudten","startTime":23.28,"endTime":27.24,"body":"twice, they get on and say, Hey,"},{"speaker":"DP Knudten","startTime":23.28,"endTime":27.24,"body":"I'm so sorry. This is Jake from"},{"speaker":"DP Knudten","startTime":27.27,"endTime":30.51,"body":"State Farm. We always answer on"},{"speaker":"DP Knudten","startTime":27.27,"endTime":30.51,"body":"the first ring. I'm sorry, this"},{"speaker":"DP Knudten","startTime":30.51,"endTime":34.89,"body":"rang twice. If you were on the"},{"speaker":"DP Knudten","startTime":30.51,"endTime":34.89,"body":"end of that phone, and you heard"},{"speaker":"DP Knudten","startTime":34.89,"endTime":39.15,"body":"that apology for not catching it"},{"speaker":"DP Knudten","startTime":34.89,"endTime":39.15,"body":"on the first ring, that would be"},{"speaker":"DP Knudten","startTime":39.15,"endTime":41.82,"body":"a brand reinforcing the fact"},{"speaker":"DP Knudten","startTime":39.15,"endTime":41.82,"body":"that we answer on the first"},{"speaker":"DP Knudten","startTime":41.82,"endTime":45.12,"body":"ring. Due to a problem, I wasn't"},{"speaker":"DP Knudten","startTime":41.82,"endTime":45.12,"body":"able to get it on the first"},{"speaker":"DP Knudten","startTime":45.12,"endTime":49.26,"body":"ring, I feel bad about that. All"},{"speaker":"DP Knudten","startTime":45.12,"endTime":49.26,"body":"of a sudden, you as a customer"},{"speaker":"DP Knudten","startTime":49.26,"endTime":52.98,"body":"are like Oh, that's fine, man. I"},{"speaker":"DP Knudten","startTime":49.26,"endTime":52.98,"body":"am so excited to meet someone"},{"speaker":"DP Knudten","startTime":52.98,"endTime":55.62,"body":"who actually apologizes for"},{"speaker":"DP Knudten","startTime":52.98,"endTime":55.62,"body":"being human."},{"speaker":"The Mindshift Podcast","startTime":57.25,"endTime":59.68,"body":"This is"},{"speaker":"The Mindshift Podcast","startTime":57.25,"endTime":59.68,"body":"The MindShift Podcast where we"},{"speaker":"The Mindshift Podcast","startTime":59.68,"endTime":62.86,"body":"share real stories, real"},{"speaker":"The Mindshift Podcast","startTime":59.68,"endTime":62.86,"body":"strategies that will help you"},{"speaker":"The Mindshift Podcast","startTime":62.89,"endTime":66.76,"body":"find real success. This is the"},{"speaker":"The Mindshift Podcast","startTime":62.89,"endTime":66.76,"body":"place to hear from people just"},{"speaker":"The Mindshift Podcast","startTime":66.76,"endTime":70.06,"body":"like you who've taken their"},{"speaker":"The Mindshift Podcast","startTime":66.76,"endTime":70.06,"body":"ideas, goals and dreams from a"},{"speaker":"The Mindshift Podcast","startTime":70.06,"endTime":73.21,"body":"point of inspiration to"},{"speaker":"The Mindshift Podcast","startTime":70.06,"endTime":73.21,"body":"realization or when life knocked"},{"speaker":"The Mindshift Podcast","startTime":73.21,"endTime":77.05,"body":"them down from a point of"},{"speaker":"The Mindshift Podcast","startTime":73.21,"endTime":77.05,"body":"breakdown to breakthrough. I'm"},{"speaker":"The Mindshift Podcast","startTime":77.05,"endTime":79.45,"body":"your host Darrell Evans. Let's"},{"speaker":"The Mindshift Podcast","startTime":77.05,"endTime":79.45,"body":"get started with today's"},{"speaker":"The Mindshift Podcast","startTime":79.45,"endTime":79.93,"body":"episode."},{"speaker":"Darrell Evans","startTime":84.82,"endTime":87.58,"body":"In a crowded"},{"speaker":"Darrell Evans","startTime":84.82,"endTime":87.58,"body":"marketplace, it can be hard for"},{"speaker":"Darrell Evans","startTime":87.58,"endTime":91.45,"body":"your brand to be seen. But what"},{"speaker":"Darrell Evans","startTime":87.58,"endTime":91.45,"body":"if there was a way you could"},{"speaker":"Darrell Evans","startTime":91.45,"endTime":97.45,"body":"discover, craft and communicate"},{"speaker":"Darrell Evans","startTime":91.45,"endTime":97.45,"body":"the completely true, completely"},{"speaker":"Darrell Evans","startTime":97.45,"endTime":103.36,"body":"you, brand that you already are?"},{"speaker":"Darrell Evans","startTime":97.45,"endTime":103.36,"body":"My guest today is DP Knudten, a"},{"speaker":"Darrell Evans","startTime":103.36,"endTime":106.45,"body":"writer by trade who enjoys"},{"speaker":"Darrell Evans","startTime":103.36,"endTime":106.45,"body":"playing in the intersection"},{"speaker":"Darrell Evans","startTime":106.45,"endTime":109.81,"body":"between the visual and the"},{"speaker":"Darrell Evans","startTime":106.45,"endTime":109.81,"body":"verbal using his nonfiction"},{"speaker":"Darrell Evans","startTime":109.81,"endTime":114.4,"body":"branding approach to move people"},{"speaker":"Darrell Evans","startTime":109.81,"endTime":114.4,"body":"and product for companies"},{"speaker":"Darrell Evans","startTime":114.4,"endTime":120.01,"body":"throughout the United States. He"},{"speaker":"Darrell Evans","startTime":114.4,"endTime":120.01,"body":"says know who you are, so you"},{"speaker":"Darrell Evans","startTime":120.01,"endTime":123.61,"body":"can be it. That's the two"},{"speaker":"Darrell Evans","startTime":120.01,"endTime":123.61,"body":"sentence call to action that"},{"speaker":"Darrell Evans","startTime":123.61,"endTime":127.75,"body":"succinctly sums up what we are"},{"speaker":"Darrell Evans","startTime":123.61,"endTime":127.75,"body":"going to talk about today. After"},{"speaker":"Darrell Evans","startTime":127.75,"endTime":130.45,"body":"you listen, be sure to hit the"},{"speaker":"Darrell Evans","startTime":127.75,"endTime":130.45,"body":"follow or subscribe button"},{"speaker":"Darrell Evans","startTime":130.45,"endTime":132.97,"body":"wherever you're listening to"},{"speaker":"Darrell Evans","startTime":130.45,"endTime":132.97,"body":"this so that you never miss an"},{"speaker":"Darrell Evans","startTime":132.97,"endTime":137.71,"body":"episode of The MindShift"},{"speaker":"Darrell Evans","startTime":132.97,"endTime":137.71,"body":"Podcast. Let's meet DP. DP,"},{"speaker":"Darrell Evans","startTime":137.71,"endTime":139.93,"body":"welcome to The MindShift"},{"speaker":"Darrell Evans","startTime":137.71,"endTime":139.93,"body":"Podcast. How you doing my"},{"speaker":"Darrell Evans","startTime":139.93,"endTime":140.23,"body":"friend?"},{"speaker":"DP Knudten","startTime":140.53,"endTime":142.45,"body":"I'm doing great,"},{"speaker":"DP Knudten","startTime":140.53,"endTime":142.45,"body":"Darrell. Thanks for having me"},{"speaker":"DP Knudten","startTime":142.45,"endTime":142.84,"body":"on."},{"speaker":"Darrell Evans","startTime":143.32,"endTime":145.69,"body":"Hey, first off,"},{"speaker":"Darrell Evans","startTime":143.32,"endTime":145.69,"body":"let me thank you for sending me"},{"speaker":"Darrell Evans","startTime":145.69,"endTime":150.16,"body":"a copy of your book. I am"},{"speaker":"Darrell Evans","startTime":145.69,"endTime":150.16,"body":"excited. I enjoyed our meeting"},{"speaker":"Darrell Evans","startTime":150.19,"endTime":153.04,"body":"several months ago. And I was"},{"speaker":"Darrell Evans","startTime":150.19,"endTime":153.04,"body":"like, man, I need to have you on"},{"speaker":"Darrell Evans","startTime":153.04,"endTime":156.31,"body":"the show. Hey, I hope you don't"},{"speaker":"Darrell Evans","startTime":153.04,"endTime":156.31,"body":"mind but I'm going to use this"},{"speaker":"Darrell Evans","startTime":156.31,"endTime":158.77,"body":"session as a coaching session"},{"speaker":"Darrell Evans","startTime":156.31,"endTime":158.77,"body":"for me and our listening"},{"speaker":"Darrell Evans","startTime":158.77,"endTime":161.65,"body":"audience. Audience, you can"},{"speaker":"Darrell Evans","startTime":158.77,"endTime":161.65,"body":"thank me later. DP's going to be"},{"speaker":"Darrell Evans","startTime":162.01,"endTime":165.79,"body":"in the hot seat for coaching us"},{"speaker":"Darrell Evans","startTime":162.01,"endTime":165.79,"body":"on all things personal branding"},{"speaker":"Darrell Evans","startTime":165.79,"endTime":167.92,"body":"today, and I'm excited but where"},{"speaker":"Darrell Evans","startTime":165.79,"endTime":167.92,"body":"are you calling in from D?"},{"speaker":"DP Knudten","startTime":168.46,"endTime":172.15,"body":"I am calling in from"},{"speaker":"DP Knudten","startTime":168.46,"endTime":172.15,"body":"Madison, Wisconsin area. Sun"},{"speaker":"DP Knudten","startTime":172.15,"endTime":175.09,"body":"Prairie if you want to be"},{"speaker":"DP Knudten","startTime":172.15,"endTime":175.09,"body":"technical, and that's the"},{"speaker":"DP Knudten","startTime":175.09,"endTime":177.31,"body":"capital of the state of"},{"speaker":"DP Knudten","startTime":175.09,"endTime":177.31,"body":"Wisconsin here in the United"},{"speaker":"DP Knudten","startTime":177.31,"endTime":181.45,"body":"States of America. And today,"},{"speaker":"DP Knudten","startTime":177.31,"endTime":181.45,"body":"it's a lovely 57 degrees and"},{"speaker":"DP Knudten","startTime":181.45,"endTime":181.96,"body":"rainy."},{"speaker":"Darrell Evans","startTime":182.22,"endTime":185.19,"body":"Okay, so I'm over"},{"speaker":"Darrell Evans","startTime":182.22,"endTime":185.19,"body":"here in the Las Vegas area, as"},{"speaker":"Darrell Evans","startTime":185.28,"endTime":187.89,"body":"most of our listeners would"},{"speaker":"Darrell Evans","startTime":185.28,"endTime":187.89,"body":"know. And I think we're going to"},{"speaker":"Darrell Evans","startTime":187.89,"endTime":191.61,"body":"touch 106 today, so we're gonna"},{"speaker":"Darrell Evans","startTime":187.89,"endTime":191.61,"body":"be a little toasty."},{"speaker":"DP Knudten","startTime":192.6,"endTime":194.28,"body":"This is why I love"},{"speaker":"DP Knudten","startTime":192.6,"endTime":194.28,"body":"where I live."},{"speaker":"Darrell Evans","startTime":195.29,"endTime":198.2,"body":"Yeah, DP, I am"},{"speaker":"Darrell Evans","startTime":195.29,"endTime":198.2,"body":"really excited to dive into this"},{"speaker":"Darrell Evans","startTime":198.2,"endTime":200.78,"body":"conversation. But let's do this."},{"speaker":"Darrell Evans","startTime":198.2,"endTime":200.78,"body":"Let's have you introduce"},{"speaker":"Darrell Evans","startTime":200.78,"endTime":203.69,"body":"yourself to the audience. What's"},{"speaker":"Darrell Evans","startTime":200.78,"endTime":203.69,"body":"your background? How did we get"},{"speaker":"Darrell Evans","startTime":203.69,"endTime":207.56,"body":"here? Long journey in a short"},{"speaker":"Darrell Evans","startTime":203.69,"endTime":207.56,"body":"period of time, but enlighten"},{"speaker":"Darrell Evans","startTime":207.56,"endTime":208.7,"body":"our listeners, if you don't"},{"speaker":"Darrell Evans","startTime":207.56,"endTime":208.7,"body":"mind?"},{"speaker":"DP Knudten","startTime":209.38,"endTime":211.57,"body":"Well, okay, I'll try"},{"speaker":"DP Knudten","startTime":209.38,"endTime":211.57,"body":"to make this as short as"},{"speaker":"DP Knudten","startTime":211.57,"endTime":215.98,"body":"possible, but give a little bit"},{"speaker":"DP Knudten","startTime":211.57,"endTime":215.98,"body":"of flavor. Because I started out"},{"speaker":"DP Knudten","startTime":216.01,"endTime":220.42,"body":"as a drama and choir kid in high"},{"speaker":"DP Knudten","startTime":216.01,"endTime":220.42,"body":"school. I went to get a"},{"speaker":"DP Knudten","startTime":220.45,"endTime":224.17,"body":"bachelor's degree in theater,"},{"speaker":"DP Knudten","startTime":220.45,"endTime":224.17,"body":"which I did. I went to the"},{"speaker":"DP Knudten","startTime":224.17,"endTime":227.05,"body":"University of Southern"},{"speaker":"DP Knudten","startTime":224.17,"endTime":227.05,"body":"California to get an MFA in"},{"speaker":"DP Knudten","startTime":227.08,"endTime":231.22,"body":"acting of all things, which I"},{"speaker":"DP Knudten","startTime":227.08,"endTime":231.22,"body":"didn't, instead, I got a DNF,"},{"speaker":"DP Knudten","startTime":231.22,"endTime":234.85,"body":"did not finish. But it taught me"},{"speaker":"DP Knudten","startTime":231.22,"endTime":234.85,"body":"something about myself that's"},{"speaker":"DP Knudten","startTime":234.85,"endTime":238.09,"body":"really, really important, which"},{"speaker":"DP Knudten","startTime":234.85,"endTime":238.09,"body":"was, I thought I was going to be"},{"speaker":"DP Knudten","startTime":238.24,"endTime":242.83,"body":"a TV movie star or at least an"},{"speaker":"DP Knudten","startTime":238.24,"endTime":242.83,"body":"actor who wanted to do that. And"},{"speaker":"DP Knudten","startTime":242.83,"endTime":247.9,"body":"I realized that was true. Parts"},{"speaker":"DP Knudten","startTime":242.83,"endTime":247.9,"body":"of it, I wanted to do, which was"},{"speaker":"DP Knudten","startTime":247.9,"endTime":251.77,"body":"the performance part, which was"},{"speaker":"DP Knudten","startTime":247.9,"endTime":251.77,"body":"the process part, which is the"},{"speaker":"DP Knudten","startTime":251.8,"endTime":256.54,"body":"go deep into scripts part, but I"},{"speaker":"DP Knudten","startTime":251.8,"endTime":256.54,"body":"didn't like the ego parts of it."},{"speaker":"DP Knudten","startTime":256.54,"endTime":261.52,"body":"And so it was just a bad fit. So"},{"speaker":"DP Knudten","startTime":256.54,"endTime":261.52,"body":"I drop out of that and did not"},{"speaker":"DP Knudten","startTime":261.52,"endTime":266.56,"body":"finish that Master of Fine Arts"},{"speaker":"DP Knudten","startTime":261.52,"endTime":266.56,"body":"degree in acting. instead. I did"},{"speaker":"DP Knudten","startTime":266.56,"endTime":271.15,"body":"everything from on-camera work,"},{"speaker":"DP Knudten","startTime":266.56,"endTime":271.15,"body":"voiceover, trade shows as the"},{"speaker":"DP Knudten","startTime":271.15,"endTime":275.05,"body":"guy on stage going, the thing"},{"speaker":"DP Knudten","startTime":271.15,"endTime":275.05,"body":"about the Evinrude 265 is that"},{"speaker":"DP Knudten","startTime":275.11,"endTime":278.11,"body":"this that and the other thing,"},{"speaker":"DP Knudten","startTime":275.11,"endTime":278.11,"body":"you know, I was that kind of"},{"speaker":"DP Knudten","startTime":278.11,"endTime":283.3,"body":"actor on hire type situation"},{"speaker":"DP Knudten","startTime":278.11,"endTime":283.3,"body":"until I decided one day that I"},{"speaker":"DP Knudten","startTime":283.3,"endTime":287.53,"body":"wanted to have a family. And the"},{"speaker":"DP Knudten","startTime":283.3,"endTime":287.53,"body":"thing I learned about women is"},{"speaker":"DP Knudten","startTime":287.65,"endTime":290.65,"body":"they kind of want something a"},{"speaker":"DP Knudten","startTime":287.65,"endTime":290.65,"body":"little more stable than a guy"},{"speaker":"DP Knudten","startTime":290.65,"endTime":294.64,"body":"who maybe can pay the rent this"},{"speaker":"DP Knudten","startTime":290.65,"endTime":294.64,"body":"week or this month or maybe not."},{"speaker":"Darrell Evans","startTime":294.64,"endTime":294.91,"body":"Right."},{"speaker":"DP Knudten","startTime":294.96,"endTime":298.53,"body":"So I decided to find"},{"speaker":"DP Knudten","startTime":294.96,"endTime":298.53,"body":"a career. Long story short, I"},{"speaker":"DP Knudten","startTime":298.53,"endTime":301.44,"body":"stumbled into copywriting in"},{"speaker":"DP Knudten","startTime":298.53,"endTime":301.44,"body":"advertising agencies, and that"},{"speaker":"DP Knudten","startTime":301.44,"endTime":302.82,"body":"was close to 30 years ago. I've"},{"speaker":"DP Knudten","startTime":301.44,"endTime":302.82,"body":"been an advertising copywriter"},{"speaker":"DP Knudten","startTime":302.82,"endTime":305.61,"body":"and creative director for close"},{"speaker":"DP Knudten","startTime":302.82,"endTime":305.61,"body":"to three decades working on"},{"speaker":"DP Knudten","startTime":305.61,"endTime":315.3,"body":"everything from Coca Cola to"},{"speaker":"DP Knudten","startTime":305.61,"endTime":315.3,"body":"plywood, and everything in"},{"speaker":"DP Knudten","startTime":315.3,"endTime":318.42,"body":"between. And that's where I"},{"speaker":"DP Knudten","startTime":315.3,"endTime":318.42,"body":"learned the value of marketing,"},{"speaker":"DP Knudten","startTime":318.54,"endTime":321.69,"body":"and even more so, the value of"},{"speaker":"DP Knudten","startTime":318.54,"endTime":321.69,"body":"branding."},{"speaker":"Darrell Evans","startTime":322.71,"endTime":326.01,"body":"Wow. You know, 30"},{"speaker":"Darrell Evans","startTime":322.71,"endTime":326.01,"body":"years in an industry (a)"},{"speaker":"Darrell Evans","startTime":326.04,"endTime":330.72,"body":"congratulations, (b), I think"},{"speaker":"Darrell Evans","startTime":326.04,"endTime":330.72,"body":"for the listening audience, what"},{"speaker":"Darrell Evans","startTime":330.72,"endTime":331.71,"body":"is copywriting?"},{"speaker":"DP Knudten","startTime":331.96,"endTime":335.2,"body":"Well, just put it"},{"speaker":"DP Knudten","startTime":331.96,"endTime":335.2,"body":"this way, if you see words on an"},{"speaker":"DP Knudten","startTime":335.23,"endTime":340.06,"body":"outdoor board, somebody wrote"},{"speaker":"DP Knudten","startTime":335.23,"endTime":340.06,"body":"those words. But not only that,"},{"speaker":"DP Knudten","startTime":340.09,"endTime":344.11,"body":"what's the concept behind the"},{"speaker":"DP Knudten","startTime":340.09,"endTime":344.11,"body":"outdoor board that are then"},{"speaker":"DP Knudten","startTime":344.11,"endTime":347.5,"body":"conveyed through the words that"},{"speaker":"DP Knudten","startTime":344.11,"endTime":347.5,"body":"were written? And this is what a"},{"speaker":"DP Knudten","startTime":347.5,"endTime":350.59,"body":"lot of people don't understand."},{"speaker":"DP Knudten","startTime":347.5,"endTime":350.59,"body":"Copywriting is not just about"},{"speaker":"DP Knudten","startTime":350.62,"endTime":353.98,"body":"word arranging. It's about"},{"speaker":"DP Knudten","startTime":350.62,"endTime":353.98,"body":"coming up with the idea. Like,"},{"speaker":"DP Knudten","startTime":354.19,"endTime":358.87,"body":"let's take, Nikes just do it."},{"speaker":"DP Knudten","startTime":354.19,"endTime":358.87,"body":"The thing that a lot of people"},{"speaker":"DP Knudten","startTime":358.87,"endTime":363.07,"body":"don't know is that \"just do it\","},{"speaker":"DP Knudten","startTime":358.87,"endTime":363.07,"body":"which is now kind of they don't"},{"speaker":"DP Knudten","startTime":363.07,"endTime":366.22,"body":"even use it as a tagline. They"},{"speaker":"DP Knudten","startTime":363.07,"endTime":366.22,"body":"don't have to, we all fill it"},{"speaker":"DP Knudten","startTime":366.22,"endTime":370.6,"body":"in, because we know it so well."},{"speaker":"DP Knudten","startTime":366.22,"endTime":370.6,"body":"Because Nike brand, just do it."},{"speaker":"DP Knudten","startTime":370.81,"endTime":374.53,"body":"That started out as a headline."},{"speaker":"DP Knudten","startTime":370.81,"endTime":374.53,"body":"But the power of those three"},{"speaker":"DP Knudten","startTime":374.53,"endTime":380.38,"body":"words became the core DNA of"},{"speaker":"DP Knudten","startTime":374.53,"endTime":380.38,"body":"what Nike is. And so I think it"},{"speaker":"DP Knudten","startTime":380.38,"endTime":386.08,"body":"was Dan Kennedy, or I'm not sure"},{"speaker":"DP Knudten","startTime":380.38,"endTime":386.08,"body":"which one Wieden or Kennedy,"},{"speaker":"DP Knudten","startTime":386.11,"endTime":389.95,"body":"whichever the copywriter was"},{"speaker":"DP Knudten","startTime":386.11,"endTime":389.95,"body":"that wrote it. He was writing,"},{"speaker":"DP Knudten","startTime":390.28,"endTime":395.47,"body":"conceptually, an idea, which was"},{"speaker":"DP Knudten","startTime":390.28,"endTime":395.47,"body":"if you're aware of Nike"},{"speaker":"DP Knudten","startTime":395.5,"endTime":400.27,"body":"sportswear, shoes, et cetera,"},{"speaker":"DP Knudten","startTime":395.5,"endTime":400.27,"body":"you aren't a armchair athlete,"},{"speaker":"DP Knudten","startTime":400.54,"endTime":403.93,"body":"you're someone who gets off of"},{"speaker":"DP Knudten","startTime":400.54,"endTime":403.93,"body":"their butts and just does"},{"speaker":"DP Knudten","startTime":403.93,"endTime":408.34,"body":"whatever the thing is. And that"},{"speaker":"DP Knudten","startTime":403.93,"endTime":408.34,"body":"made it so much different than a"},{"speaker":"DP Knudten","startTime":408.34,"endTime":412.63,"body":"fashion oriented footwear"},{"speaker":"DP Knudten","startTime":408.34,"endTime":412.63,"body":"company. This one was for the"},{"speaker":"DP Knudten","startTime":412.63,"endTime":416.62,"body":"people who get out and do, not"},{"speaker":"DP Knudten","startTime":412.63,"endTime":416.62,"body":"the ones who sit there and pose."},{"speaker":"Darrell Evans","startTime":416.65,"endTime":417.13,"body":"Yeah."},{"speaker":"DP Knudten","startTime":417.0,"endTime":421.83,"body":"And that is the"},{"speaker":"DP Knudten","startTime":417.0,"endTime":421.83,"body":"power of three flippin words. So"},{"speaker":"DP Knudten","startTime":421.83,"endTime":424.5,"body":"I look at those three words and"},{"speaker":"DP Knudten","startTime":421.83,"endTime":424.5,"body":"say, That's what a copywriter"},{"speaker":"DP Knudten","startTime":424.5,"endTime":428.88,"body":"does. It's not just, I'm telling"},{"speaker":"DP Knudten","startTime":424.5,"endTime":428.88,"body":"you things in written words. I'm"},{"speaker":"DP Knudten","startTime":428.88,"endTime":433.26,"body":"planting ideas in your head that"},{"speaker":"DP Knudten","startTime":428.88,"endTime":433.26,"body":"will last your entire life, so"},{"speaker":"DP Knudten","startTime":433.26,"endTime":437.07,"body":"much so that you equate that"},{"speaker":"DP Knudten","startTime":433.26,"endTime":437.07,"body":"specific brand with who you are"},{"speaker":"DP Knudten","startTime":437.07,"endTime":441.45,"body":"as a person. I mean, I know"},{"speaker":"DP Knudten","startTime":437.07,"endTime":441.45,"body":"runners who only wear Nike"},{"speaker":"DP Knudten","startTime":441.48,"endTime":448.11,"body":"shoes. Why? They associate with"},{"speaker":"DP Knudten","startTime":441.48,"endTime":448.11,"body":"Nike. I will only drink, if I'm"},{"speaker":"DP Knudten","startTime":448.11,"endTime":450.84,"body":"drinking a soft drink, which I"},{"speaker":"DP Knudten","startTime":448.11,"endTime":450.84,"body":"don't do much anymore. But when"},{"speaker":"DP Knudten","startTime":450.84,"endTime":457.32,"body":"I do, it's 100% Pure bore Coca"},{"speaker":"DP Knudten","startTime":450.84,"endTime":457.32,"body":"Cola. Why? Because I am a Coca"},{"speaker":"DP Knudten","startTime":457.32,"endTime":458.28,"body":"Cola guy."},{"speaker":"Darrell Evans","startTime":458.37,"endTime":458.7,"body":"Right."},{"speaker":"DP Knudten","startTime":458.73,"endTime":460.56,"body":"And a lot of people"},{"speaker":"DP Knudten","startTime":458.73,"endTime":460.56,"body":"who say branding, I don't"},{"speaker":"DP Knudten","startTime":460.56,"endTime":462.99,"body":"believe in branding, I'll just"},{"speaker":"DP Knudten","startTime":460.56,"endTime":462.99,"body":"say things like, oh, yeah, what"},{"speaker":"DP Knudten","startTime":462.99,"endTime":466.95,"body":"car do you drive? What football"},{"speaker":"DP Knudten","startTime":462.99,"endTime":466.95,"body":"team do you watch? What is your"},{"speaker":"DP Knudten","startTime":466.95,"endTime":475.38,"body":"favorite band? If you answer"},{"speaker":"DP Knudten","startTime":466.95,"endTime":475.38,"body":"those questions definitively,"},{"speaker":"DP Knudten","startTime":475.38,"endTime":477.36,"body":"you've bought into that brand of"},{"speaker":"DP Knudten","startTime":475.38,"endTime":477.36,"body":"whatever that band, that car,"},{"speaker":"DP Knudten","startTime":477.36,"endTime":478.83,"body":"that whatever is, that sports"},{"speaker":"DP Knudten","startTime":477.36,"endTime":478.83,"body":"team is."},{"speaker":"Darrell Evans","startTime":479.32,"endTime":481.63,"body":"Yeah, we're gonna"},{"speaker":"Darrell Evans","startTime":479.32,"endTime":481.63,"body":"go a lot of angles around that."},{"speaker":"Darrell Evans","startTime":481.63,"endTime":484.45,"body":"And I appreciate you stating"},{"speaker":"Darrell Evans","startTime":481.63,"endTime":484.45,"body":"that right out front for the"},{"speaker":"Darrell Evans","startTime":484.45,"endTime":488.2,"body":"record, right? Because as, you"},{"speaker":"Darrell Evans","startTime":484.45,"endTime":488.2,"body":"and I've talked offline, and you"},{"speaker":"Darrell Evans","startTime":488.2,"endTime":492.37,"body":"know, I've not considered myself"},{"speaker":"Darrell Evans","startTime":488.2,"endTime":492.37,"body":"a personal branding guy, I find"},{"speaker":"Darrell Evans","startTime":492.37,"endTime":495.4,"body":"I'm more of the strategy. You"},{"speaker":"Darrell Evans","startTime":492.37,"endTime":495.4,"body":"know, I kind of want to be the"},{"speaker":"Darrell Evans","startTime":495.4,"endTime":500.74,"body":"person who is known for the plan"},{"speaker":"Darrell Evans","startTime":495.4,"endTime":500.74,"body":"and executing it and making sure"},{"speaker":"Darrell Evans","startTime":500.77,"endTime":503.53,"body":"that all the pieces and the"},{"speaker":"Darrell Evans","startTime":500.77,"endTime":503.53,"body":"results show up. I don't"},{"speaker":"Darrell Evans","startTime":503.53,"endTime":506.2,"body":"necessarily care. I've always"},{"speaker":"Darrell Evans","startTime":503.53,"endTime":506.2,"body":"thought of personal branding, as"},{"speaker":"Darrell Evans","startTime":506.2,"endTime":508.96,"body":"you know, sort of a little bit"},{"speaker":"Darrell Evans","startTime":506.2,"endTime":508.96,"body":"egotistical and a little bit"},{"speaker":"Darrell Evans","startTime":509.44,"endTime":514.69,"body":"showboat'ish and trying to be a"},{"speaker":"Darrell Evans","startTime":509.44,"endTime":514.69,"body":"little bit more stylistic, if"},{"speaker":"Darrell Evans","startTime":514.69,"endTime":519.28,"body":"you will, and I've changed my"},{"speaker":"Darrell Evans","startTime":514.69,"endTime":519.28,"body":"view. And so I'm love, loving it"},{"speaker":"Darrell Evans","startTime":519.28,"endTime":522.43,"body":"to dig into this today. Again,"},{"speaker":"Darrell Evans","startTime":519.28,"endTime":522.43,"body":"our listening audience that may"},{"speaker":"Darrell Evans","startTime":522.43,"endTime":525.73,"body":"be still on the outside of this"},{"speaker":"Darrell Evans","startTime":522.43,"endTime":525.73,"body":"because you've got a unique"},{"speaker":"Darrell Evans","startTime":525.73,"endTime":527.89,"body":"approach and perspective to"},{"speaker":"Darrell Evans","startTime":525.73,"endTime":527.89,"body":"this, which we're gonna dig"},{"speaker":"Darrell Evans","startTime":527.89,"endTime":531.13,"body":"into, which is the nonfiction"},{"speaker":"Darrell Evans","startTime":527.89,"endTime":531.13,"body":"brand. And I want to go into"},{"speaker":"Darrell Evans","startTime":531.13,"endTime":533.56,"body":"your writing history a little"},{"speaker":"Darrell Evans","startTime":531.13,"endTime":533.56,"body":"bit and kind of unpack that as"},{"speaker":"Darrell Evans","startTime":533.56,"endTime":537.28,"body":"we move forward. But also, let's"},{"speaker":"Darrell Evans","startTime":533.56,"endTime":537.28,"body":"do one other thing. Where does"},{"speaker":"Darrell Evans","startTime":537.28,"endTime":540.55,"body":"copywriting fit in the world of"},{"speaker":"Darrell Evans","startTime":537.28,"endTime":540.55,"body":"a personal brand?"},{"speaker":"DP Knudten","startTime":540.0,"endTime":540.87,"body":"Well, one, a"},{"speaker":"DP Knudten","startTime":540.0,"endTime":540.87,"body":"personal brand does not have to"},{"speaker":"DP Knudten","startTime":540.87,"endTime":542.07,"body":"be an influencer like an"},{"speaker":"DP Knudten","startTime":540.87,"endTime":542.07,"body":"Instagram influencer. Are they a"},{"speaker":"DP Knudten","startTime":542.07,"endTime":543.9,"body":"personal brand? Of course they"},{"speaker":"DP Knudten","startTime":542.07,"endTime":543.9,"body":"are. But personal brands is a"},{"speaker":"DP Knudten","startTime":543.9,"endTime":545.64,"body":"huge Venn diagram circle. And"},{"speaker":"DP Knudten","startTime":543.9,"endTime":545.64,"body":"within that Venn diagram circle"},{"speaker":"DP Knudten","startTime":545.64,"endTime":559.23,"body":"is a much smaller circle called"},{"speaker":"DP Knudten","startTime":545.64,"endTime":559.23,"body":"influencer. I'm not talking"},{"speaker":"DP Knudten","startTime":559.23,"endTime":563.01,"body":"about 24 year old women who look"},{"speaker":"DP Knudten","startTime":559.23,"endTime":563.01,"body":"great in bikinis on the beach in"},{"speaker":"DP Knudten","startTime":563.01,"endTime":565.98,"body":"Belize, with the wind blowing"},{"speaker":"DP Knudten","startTime":563.01,"endTime":565.98,"body":"through their hair as the sun"},{"speaker":"DP Knudten","startTime":565.98,"endTime":568.98,"body":"sets. I'm not talking about"},{"speaker":"DP Knudten","startTime":565.98,"endTime":568.98,"body":"that. I'm talking about the guy"},{"speaker":"DP Knudten","startTime":568.98,"endTime":573.24,"body":"or the woman in their industry,"},{"speaker":"DP Knudten","startTime":568.98,"endTime":573.24,"body":"who is renowned for being an"},{"speaker":"DP Knudten","startTime":573.24,"endTime":577.95,"body":"expert in whatever they are"},{"speaker":"DP Knudten","startTime":573.24,"endTime":577.95,"body":"expert in. And I always use as"},{"speaker":"DP Knudten","startTime":577.95,"endTime":582.69,"body":"an example, metal anodization."},{"speaker":"DP Knudten","startTime":577.95,"endTime":582.69,"body":"You know, anodising metals. What"},{"speaker":"DP Knudten","startTime":582.69,"endTime":585.48,"body":"is that? And I don't know the"},{"speaker":"DP Knudten","startTime":582.69,"endTime":585.48,"body":"technology so forgive me here,"},{"speaker":"DP Knudten","startTime":585.48,"endTime":588.96,"body":"but it's putting coatings on"},{"speaker":"DP Knudten","startTime":585.48,"endTime":588.96,"body":"metal so the metal doesn't"},{"speaker":"DP Knudten","startTime":588.96,"endTime":592.89,"body":"corrode or the metal is"},{"speaker":"DP Knudten","startTime":588.96,"endTime":592.89,"body":"stronger. There is somebody out"},{"speaker":"DP Knudten","startTime":592.89,"endTime":595.86,"body":"there, I don't know who they"},{"speaker":"DP Knudten","startTime":592.89,"endTime":595.86,"body":"are, who is universally"},{"speaker":"DP Knudten","startTime":595.86,"endTime":600.54,"body":"recognized as the expert on"},{"speaker":"DP Knudten","startTime":595.86,"endTime":600.54,"body":"anodising Aluminum."},{"speaker":"Darrell Evans","startTime":600.78,"endTime":601.17,"body":"Right."},{"speaker":"DP Knudten","startTime":601.0,"endTime":604.0,"body":"Do I know who they"},{"speaker":"DP Knudten","startTime":601.0,"endTime":604.0,"body":"are? Heck no, I don't work with"},{"speaker":"DP Knudten","startTime":604.0,"endTime":608.98,"body":"aluminum. Are they a household"},{"speaker":"DP Knudten","startTime":604.0,"endTime":608.98,"body":"name? No, of course not. And"},{"speaker":"DP Knudten","startTime":608.98,"endTime":612.01,"body":"yet, if you went to the right"},{"speaker":"DP Knudten","startTime":608.98,"endTime":612.01,"body":"trade show, there would be a"},{"speaker":"DP Knudten","startTime":612.01,"endTime":615.61,"body":"circle of people around this"},{"speaker":"DP Knudten","startTime":612.01,"endTime":615.61,"body":"person asking questions and"},{"speaker":"DP Knudten","startTime":615.61,"endTime":618.7,"body":"getting information from them"},{"speaker":"DP Knudten","startTime":615.61,"endTime":618.7,"body":"because they are recognized and"},{"speaker":"DP Knudten","startTime":618.7,"endTime":623.17,"body":"respected for the expertise that"},{"speaker":"DP Knudten","startTime":618.7,"endTime":623.17,"body":"they have worked so hard to"},{"speaker":"DP Knudten","startTime":623.2,"endTime":627.25,"body":"earn. So you describe the fact"},{"speaker":"DP Knudten","startTime":623.2,"endTime":627.25,"body":"that you weren't into personal"},{"speaker":"DP Knudten","startTime":627.25,"endTime":631.39,"body":"branding. And yet, the way you"},{"speaker":"DP Knudten","startTime":627.25,"endTime":631.39,"body":"described yourself was as a"},{"speaker":"DP Knudten","startTime":631.39,"endTime":634.99,"body":"personal brand. I want to be"},{"speaker":"DP Knudten","startTime":631.39,"endTime":634.99,"body":"recognized as the guy with the"},{"speaker":"DP Knudten","startTime":634.99,"endTime":638.08,"body":"strategy, I want to be"},{"speaker":"DP Knudten","startTime":634.99,"endTime":638.08,"body":"recognized as the person who"},{"speaker":"DP Knudten","startTime":638.08,"endTime":642.49,"body":"comes up with the solution that"},{"speaker":"DP Knudten","startTime":638.08,"endTime":642.49,"body":"returns on investment, I want"},{"speaker":"DP Knudten","startTime":642.49,"endTime":646.21,"body":"people to know that I have heft"},{"speaker":"DP Knudten","startTime":642.49,"endTime":646.21,"body":"and meat and I deliver the"},{"speaker":"DP Knudten","startTime":646.21,"endTime":648.94,"body":"goods. I'm just interpreting"},{"speaker":"DP Knudten","startTime":646.21,"endTime":648.94,"body":"what you just said, right?"},{"speaker":"Darrell Evans","startTime":648.97,"endTime":651.01,"body":"I'm on the spot."},{"speaker":"Darrell Evans","startTime":648.97,"endTime":651.01,"body":"So go ahead, just chop me up."},{"speaker":"Darrell Evans","startTime":651.01,"endTime":651.76,"body":"I'm with it."},{"speaker":"DP Knudten","startTime":652.51,"endTime":655.15,"body":"Everything I just"},{"speaker":"DP Knudten","startTime":652.51,"endTime":655.15,"body":"said is what a copywriter does."},{"speaker":"Darrell Evans","startTime":655.15,"endTime":655.57,"body":"Yeah."},{"speaker":"DP Knudten","startTime":655.6,"endTime":658.69,"body":"What I took was the"},{"speaker":"DP Knudten","startTime":655.6,"endTime":658.69,"body":"words you were saying, putting"},{"speaker":"DP Knudten","startTime":658.69,"endTime":662.38,"body":"it through my copywriter filter"},{"speaker":"DP Knudten","startTime":658.69,"endTime":662.38,"body":"and say, you said I want to be"},{"speaker":"DP Knudten","startTime":662.38,"endTime":665.47,"body":"known as the strategist who"},{"speaker":"DP Knudten","startTime":662.38,"endTime":665.47,"body":"comes up with and I'm like,"},{"speaker":"DP Knudten","startTime":665.98,"endTime":669.73,"body":"change that to I want to be"},{"speaker":"DP Knudten","startTime":665.98,"endTime":669.73,"body":"known by people as Darrell"},{"speaker":"DP Knudten","startTime":670.06,"endTime":671.68,"body":"delivers the goods."},{"speaker":"Darrell Evans","startTime":671.83,"endTime":672.55,"body":"Gonna take notes."},{"speaker":"DP Knudten","startTime":672.75,"endTime":675.54,"body":"Darrell comes up"},{"speaker":"DP Knudten","startTime":672.75,"endTime":675.54,"body":"with a strategy that is not a"},{"speaker":"DP Knudten","startTime":675.54,"endTime":681.42,"body":"shiny object of the day, but is"},{"speaker":"DP Knudten","startTime":675.54,"endTime":681.42,"body":"a scalable, sellable, expandable"},{"speaker":"DP Knudten","startTime":681.42,"endTime":686.34,"body":"technique I can use throughout"},{"speaker":"DP Knudten","startTime":681.42,"endTime":686.34,"body":"my career. Darrell is solid. All"},{"speaker":"DP Knudten","startTime":686.34,"endTime":689.61,"body":"of these ideas come through"},{"speaker":"DP Knudten","startTime":686.34,"endTime":689.61,"body":"branding. And . . ."},{"speaker":"Darrell Evans","startTime":689.61,"endTime":691.47,"body":"Hey DP, I'm"},{"speaker":"Darrell Evans","startTime":689.61,"endTime":691.47,"body":"loving this. Keep going. Keep"},{"speaker":"Darrell Evans","startTime":691.47,"endTime":693.0,"body":"going. You're making me feel"},{"speaker":"Darrell Evans","startTime":691.47,"endTime":693.0,"body":"really good."},{"speaker":"DP Knudten","startTime":693.24,"endTime":694.62,"body":"All right. Well"},{"speaker":"DP Knudten","startTime":693.24,"endTime":694.62,"body":"then, here's the thing. Here's"},{"speaker":"DP Knudten","startTime":694.62,"endTime":699.9,"body":"the thing. brands don't say"},{"speaker":"DP Knudten","startTime":694.62,"endTime":699.9,"body":"things about themselves. They"},{"speaker":"DP Knudten","startTime":699.9,"endTime":702.21,"body":"show things about themselves."},{"speaker":"Darrell Evans","startTime":702.24,"endTime":702.54,"body":"Yeah."},{"speaker":"DP Knudten","startTime":702.36,"endTime":705.21,"body":"So Darrell, the fact"},{"speaker":"DP Knudten","startTime":702.36,"endTime":705.21,"body":"that you have a podcast that"},{"speaker":"DP Knudten","startTime":705.21,"endTime":709.2,"body":"deals with issues such as this,"},{"speaker":"DP Knudten","startTime":705.21,"endTime":709.2,"body":"bringing on people like me, you"},{"speaker":"DP Knudten","startTime":709.2,"endTime":712.92,"body":"are demonstrating exactly"},{"speaker":"DP Knudten","startTime":709.2,"endTime":712.92,"body":"everything you just said about"},{"speaker":"DP Knudten","startTime":712.92,"endTime":715.56,"body":"being strategic, about being"},{"speaker":"DP Knudten","startTime":712.92,"endTime":715.56,"body":"thoughtful, about delivering the"},{"speaker":"DP Knudten","startTime":715.56,"endTime":720.9,"body":"goods. You are demonstrating. If"},{"speaker":"DP Knudten","startTime":715.56,"endTime":720.9,"body":"you said hi, I'm Darrell, and I"},{"speaker":"DP Knudten","startTime":720.9,"endTime":725.58,"body":"deliver the goods. That's not"},{"speaker":"DP Knudten","startTime":720.9,"endTime":725.58,"body":"what you can say."},{"speaker":"Darrell Evans","startTime":725.88,"endTime":726.27,"body":"Right."},{"speaker":"DP Knudten","startTime":726.3,"endTime":728.67,"body":"Other people can say"},{"speaker":"DP Knudten","startTime":726.3,"endTime":728.67,"body":"that about you. And here's the"},{"speaker":"DP Knudten","startTime":728.67,"endTime":731.67,"body":"difference. A lot of people"},{"speaker":"DP Knudten","startTime":728.67,"endTime":731.67,"body":"confuse brand with reputation."},{"speaker":"Darrell Evans","startTime":731.79,"endTime":732.15,"body":"Oh."},{"speaker":"DP Knudten","startTime":732.33,"endTime":736.98,"body":"Brand is something I"},{"speaker":"DP Knudten","startTime":732.33,"endTime":736.98,"body":"own about myself, and I project"},{"speaker":"DP Knudten","startTime":737.13,"endTime":742.65,"body":"my brand, and I protect my brand"},{"speaker":"DP Knudten","startTime":737.13,"endTime":742.65,"body":"in everything I do. Reputation"},{"speaker":"DP Knudten","startTime":743.16,"endTime":746.97,"body":"is held in the minds and the"},{"speaker":"DP Knudten","startTime":743.16,"endTime":746.97,"body":"hearts and the hands of other"},{"speaker":"DP Knudten","startTime":746.97,"endTime":751.56,"body":"people about me. Now, we all"},{"speaker":"DP Knudten","startTime":746.97,"endTime":751.56,"body":"have had this situation where"},{"speaker":"DP Knudten","startTime":751.68,"endTime":755.79,"body":"maybe you had a falling out with"},{"speaker":"DP Knudten","startTime":751.68,"endTime":755.79,"body":"a friend or they're now a former"},{"speaker":"DP Knudten","startTime":755.79,"endTime":758.49,"body":"friend, and they aren't afraid"},{"speaker":"DP Knudten","startTime":755.79,"endTime":758.49,"body":"to be a poison pill when it"},{"speaker":"DP Knudten","startTime":758.49,"endTime":761.85,"body":"comes to who you are and what"},{"speaker":"DP Knudten","startTime":758.49,"endTime":761.85,"body":"you do. Now, the people who know"},{"speaker":"DP Knudten","startTime":761.85,"endTime":764.88,"body":"you very, very deeply, will"},{"speaker":"DP Knudten","startTime":761.85,"endTime":764.88,"body":"listen to this other person and"},{"speaker":"DP Knudten","startTime":764.88,"endTime":768.57,"body":"go, Oh, that's just sour grapes,"},{"speaker":"DP Knudten","startTime":764.88,"endTime":768.57,"body":"or, yeah, I know, Darrell, he's"},{"speaker":"DP Knudten","startTime":768.57,"endTime":772.29,"body":"not like that. That person is"},{"speaker":"DP Knudten","startTime":768.57,"endTime":772.29,"body":"trying to destroy your"},{"speaker":"DP Knudten","startTime":772.29,"endTime":776.85,"body":"reputation by talking to other"},{"speaker":"DP Knudten","startTime":772.29,"endTime":776.85,"body":"people. But by you demonstrating"},{"speaker":"DP Knudten","startTime":776.85,"endTime":780.36,"body":"your brand, the other people go,"},{"speaker":"DP Knudten","startTime":776.85,"endTime":780.36,"body":"Yeah, I know, you're trying to"},{"speaker":"DP Knudten","startTime":780.36,"endTime":783.15,"body":"say that he's a waste of time"},{"speaker":"DP Knudten","startTime":780.36,"endTime":783.15,"body":"and he costs too much but"},{"speaker":"DP Knudten","startTime":783.15,"endTime":787.29,"body":"actually, I find him incredibly"},{"speaker":"DP Knudten","startTime":783.15,"endTime":787.29,"body":"affordable because the return is"},{"speaker":"DP Knudten","startTime":787.29,"endTime":791.55,"body":"there. Because the fact is, if"},{"speaker":"DP Knudten","startTime":787.29,"endTime":791.55,"body":"you cost $100 an hour, and"},{"speaker":"DP Knudten","startTime":791.55,"endTime":794.91,"body":"you're up against someone who"},{"speaker":"DP Knudten","startTime":791.55,"endTime":794.91,"body":"charges $25 an hour, and you're"},{"speaker":"DP Knudten","startTime":794.91,"endTime":798.18,"body":"making that calculus between two"},{"speaker":"DP Knudten","startTime":794.91,"endTime":798.18,"body":"things like two plumbers. Let's"},{"speaker":"DP Knudten","startTime":798.18,"endTime":803.67,"body":"say one's 25 an hour and others"},{"speaker":"DP Knudten","startTime":798.18,"endTime":803.67,"body":"100. Well, stupid people hire"},{"speaker":"DP Knudten","startTime":803.67,"endTime":808.14,"body":"based on the cheaper cost. Smart"},{"speaker":"DP Knudten","startTime":803.67,"endTime":808.14,"body":"people go, I want to hire the"},{"speaker":"DP Knudten","startTime":808.14,"endTime":809.79,"body":"person who actually solves the"},{"speaker":"DP Knudten","startTime":808.14,"endTime":809.79,"body":"problem."},{"speaker":"Darrell Evans","startTime":809.82,"endTime":810.18,"body":"Correct."},{"speaker":"DP Knudten","startTime":810.18,"endTime":813.39,"body":"I have no problem"},{"speaker":"DP Knudten","startTime":810.18,"endTime":813.39,"body":"paying a plumber, who fixes it"},{"speaker":"DP Knudten","startTime":813.39,"endTime":817.68,"body":"once for $100, rather than"},{"speaker":"DP Knudten","startTime":813.39,"endTime":817.68,"body":"having this guy who can't fix it"},{"speaker":"DP Knudten","startTime":817.71,"endTime":820.92,"body":"out six, seven times to my"},{"speaker":"DP Knudten","startTime":817.71,"endTime":820.92,"body":"house, because they didn't do it"},{"speaker":"DP Knudten","startTime":820.92,"endTime":821.85,"body":"right the first time."},{"speaker":"Darrell Evans","startTime":821.85,"endTime":822.84,"body":"Yes, yes."},{"speaker":"DP Knudten","startTime":822.84,"endTime":825.96,"body":"So Darrell, do you"},{"speaker":"DP Knudten","startTime":822.84,"endTime":825.96,"body":"see how, we're rolling in"},{"speaker":"DP Knudten","startTime":825.96,"endTime":828.42,"body":"pricing into this discussion on"},{"speaker":"DP Knudten","startTime":825.96,"endTime":828.42,"body":"brand."},{"speaker":"Darrell Evans","startTime":828.51,"endTime":830.76,"body":"I love it. Let me"},{"speaker":"Darrell Evans","startTime":828.51,"endTime":830.76,"body":"ask you this. I mean, man, so"},{"speaker":"Darrell Evans","startTime":830.76,"endTime":833.07,"body":"many questions here that I have"},{"speaker":"Darrell Evans","startTime":830.76,"endTime":833.07,"body":"for you that I just, I think the"},{"speaker":"Darrell Evans","startTime":833.07,"endTime":835.26,"body":"audience will appreciate some of"},{"speaker":"Darrell Evans","startTime":833.07,"endTime":835.26,"body":"these questions, because listen,"},{"speaker":"Darrell Evans","startTime":835.26,"endTime":837.15,"body":"I'm the type of person who's"},{"speaker":"Darrell Evans","startTime":835.26,"endTime":837.15,"body":"been in business for a while,"},{"speaker":"Darrell Evans","startTime":837.15,"endTime":840.6,"body":"but I don't pretend to know what"},{"speaker":"Darrell Evans","startTime":837.15,"endTime":840.6,"body":"I don't know. And maybe I am"},{"speaker":"Darrell Evans","startTime":840.6,"endTime":843.27,"body":"doing these things. And to your"},{"speaker":"Darrell Evans","startTime":840.6,"endTime":843.27,"body":"point, I appreciate that what"},{"speaker":"Darrell Evans","startTime":843.27,"endTime":846.33,"body":"you're saying. And I think that,"},{"speaker":"Darrell Evans","startTime":843.27,"endTime":846.33,"body":"I love the distinction about"},{"speaker":"Darrell Evans","startTime":846.33,"endTime":850.17,"body":"reputation versus brand. I've"},{"speaker":"Darrell Evans","startTime":846.33,"endTime":850.17,"body":"always thought a brand is what"},{"speaker":"Darrell Evans","startTime":850.17,"endTime":853.47,"body":"people say about you when you're"},{"speaker":"Darrell Evans","startTime":850.17,"endTime":853.47,"body":"not in the room. And what is"},{"speaker":"Darrell Evans","startTime":853.47,"endTime":855.66,"body":"your response to that thought"},{"speaker":"Darrell Evans","startTime":853.47,"endTime":855.66,"body":"process?"},{"speaker":"DP Knudten","startTime":856.23,"endTime":858.42,"body":"They do, when you"},{"speaker":"DP Knudten","startTime":856.23,"endTime":858.42,"body":"tell them what to say."},{"speaker":"DP Knudten","startTime":860.1,"endTime":860.82,"body":"Literally!"},{"speaker":"Darrell Evans","startTime":861.66,"endTime":862.38,"body":"I love that."},{"speaker":"DP Knudten","startTime":862.6,"endTime":865.03,"body":"I like to say when I"},{"speaker":"DP Knudten","startTime":862.6,"endTime":865.03,"body":"talk to people about branding"},{"speaker":"DP Knudten","startTime":865.03,"endTime":869.5,"body":"culture, especially in"},{"speaker":"DP Knudten","startTime":865.03,"endTime":869.5,"body":"businesses, brands say, cultures"},{"speaker":"DP Knudten","startTime":869.5,"endTime":873.55,"body":"do. So a brand can say, we"},{"speaker":"DP Knudten","startTime":869.5,"endTime":873.55,"body":"always answer the phone on the"},{"speaker":"DP Knudten","startTime":873.55,"endTime":876.61,"body":"first ring. Well, the culture of"},{"speaker":"DP Knudten","startTime":873.55,"endTime":876.61,"body":"the business is the one who"},{"speaker":"DP Knudten","startTime":876.61,"endTime":880.48,"body":"determines the truth or falsity"},{"speaker":"DP Knudten","startTime":876.61,"endTime":880.48,"body":"of that previous statement. If"},{"speaker":"DP Knudten","startTime":880.48,"endTime":883.54,"body":"the culture is, we answer the"},{"speaker":"DP Knudten","startTime":880.48,"endTime":883.54,"body":"phone on the first ring, and"},{"speaker":"DP Knudten","startTime":883.54,"endTime":885.91,"body":"people answer the phone on the"},{"speaker":"DP Knudten","startTime":883.54,"endTime":885.91,"body":"first ring and if it rings"},{"speaker":"DP Knudten","startTime":885.91,"endTime":889.87,"body":"twice, they get on and say hey,"},{"speaker":"DP Knudten","startTime":885.91,"endTime":889.87,"body":"I'm so sorry. This is Jake from"},{"speaker":"DP Knudten","startTime":889.9,"endTime":893.17,"body":"State Farm. We always answer on"},{"speaker":"DP Knudten","startTime":889.9,"endTime":893.17,"body":"the first ring. I'm sorry, this"},{"speaker":"DP Knudten","startTime":893.17,"endTime":897.52,"body":"rang twice. If you were on the"},{"speaker":"DP Knudten","startTime":893.17,"endTime":897.52,"body":"end of that phone, and you heard"},{"speaker":"DP Knudten","startTime":897.52,"endTime":901.81,"body":"that apology for not catching it"},{"speaker":"DP Knudten","startTime":897.52,"endTime":901.81,"body":"on the first ring, that would be"},{"speaker":"DP Knudten","startTime":901.81,"endTime":904.48,"body":"a brand reinforcing the fact"},{"speaker":"DP Knudten","startTime":901.81,"endTime":904.48,"body":"that we answer on the first"},{"speaker":"DP Knudten","startTime":904.48,"endTime":907.75,"body":"ring. Due to a problem, I wasn't"},{"speaker":"DP Knudten","startTime":904.48,"endTime":907.75,"body":"able to get it on the first"},{"speaker":"DP Knudten","startTime":907.75,"endTime":911.89,"body":"ring. I feel bad about that. All"},{"speaker":"DP Knudten","startTime":907.75,"endTime":911.89,"body":"of a sudden, you as a customer"},{"speaker":"DP Knudten","startTime":911.89,"endTime":915.64,"body":"are like, Oh, that's fine, man."},{"speaker":"DP Knudten","startTime":911.89,"endTime":915.64,"body":"I am so excited to meet someone"},{"speaker":"DP Knudten","startTime":915.64,"endTime":918.28,"body":"who actually apologizes for"},{"speaker":"DP Knudten","startTime":915.64,"endTime":918.28,"body":"being human."},{"speaker":"Darrell Evans","startTime":918.37,"endTime":918.64,"body":"Right."},{"speaker":"DP Knudten","startTime":918.64,"endTime":919.06,"body":"Wow!"},{"speaker":"Darrell Evans","startTime":919.09,"endTime":920.08,"body":"That's"},{"speaker":"Darrell Evans","startTime":919.09,"endTime":920.08,"body":"interesting."},{"speaker":"DP Knudten","startTime":920.41,"endTime":922.03,"body":"And then that"},{"speaker":"DP Knudten","startTime":920.41,"endTime":922.03,"body":"becomes something they tell"},{"speaker":"DP Knudten","startTime":922.03,"endTime":922.96,"body":"other people."},{"speaker":"Darrell Evans","startTime":923.38,"endTime":926.23,"body":"I love that! The"},{"speaker":"Darrell Evans","startTime":923.38,"endTime":926.23,"body":"distinction between brand"},{"speaker":"Darrell Evans","startTime":926.23,"endTime":929.53,"body":"promise and cultures. And if I"},{"speaker":"Darrell Evans","startTime":926.23,"endTime":929.53,"body":"didn't say right, please correct"},{"speaker":"Darrell Evans","startTime":929.53,"endTime":933.16,"body":"me. You're saying the brand is"},{"speaker":"Darrell Evans","startTime":929.53,"endTime":933.16,"body":"what you tell them to say about"},{"speaker":"Darrell Evans","startTime":933.16,"endTime":934.93,"body":"you. Is that how I just heard"},{"speaker":"Darrell Evans","startTime":933.16,"endTime":934.93,"body":"you say it?"},{"speaker":"DP Knudten","startTime":935.17,"endTime":937.54,"body":"Yes. In the"},{"speaker":"DP Knudten","startTime":935.17,"endTime":937.54,"body":"formulation I gave you, brands"},{"speaker":"DP Knudten","startTime":937.54,"endTime":939.37,"body":"say, cultures do."},{"speaker":"DP Knudten","startTime":939.4,"endTime":940.72,"body":"Culture do, right."},{"speaker":"DP Knudten","startTime":940.75,"endTime":944.92,"body":"With your brand, Darrell, you"},{"speaker":"DP Knudten","startTime":940.75,"endTime":944.92,"body":"have told me that you are"},{"speaker":"DP Knudten","startTime":944.92,"endTime":949.42,"body":"strategic, that you're process"},{"speaker":"DP Knudten","startTime":944.92,"endTime":949.42,"body":"oriented, that you are results"},{"speaker":"DP Knudten","startTime":949.48,"endTime":954.7,"body":"oriented as well. You now with"},{"speaker":"DP Knudten","startTime":949.48,"endTime":954.7,"body":"you and your culture, like if"},{"speaker":"DP Knudten","startTime":954.7,"endTime":958.15,"body":"you have other people working"},{"speaker":"DP Knudten","startTime":954.7,"endTime":958.15,"body":"with you, every member of that"},{"speaker":"DP Knudten","startTime":958.15,"endTime":961.21,"body":"team needs to deliver on that"},{"speaker":"DP Knudten","startTime":958.15,"endTime":961.21,"body":"brand promise."},{"speaker":"Darrell Evans","startTime":961.24,"endTime":961.72,"body":"Right."},{"speaker":"DP Knudten","startTime":961.75,"endTime":964.96,"body":"Because a brand"},{"speaker":"DP Knudten","startTime":961.75,"endTime":964.96,"body":"promise is not a promise when"},{"speaker":"DP Knudten","startTime":964.96,"endTime":969.85,"body":"it's fulfilled. It's a brand"},{"speaker":"DP Knudten","startTime":964.96,"endTime":969.85,"body":"truth. And there's the"},{"speaker":"DP Knudten","startTime":969.85,"endTime":974.26,"body":"difference. A lot of brands make"},{"speaker":"DP Knudten","startTime":969.85,"endTime":974.26,"body":"promises, take any diet brand,"},{"speaker":"DP Knudten","startTime":974.26,"endTime":977.41,"body":"you know, like, from Weight"},{"speaker":"DP Knudten","startTime":974.26,"endTime":977.41,"body":"Watchers to anybody else,"},{"speaker":"DP Knudten","startTime":977.41,"endTime":980.32,"body":"they'll promise you the moon on"},{"speaker":"DP Knudten","startTime":977.41,"endTime":980.32,"body":"losing weight and stuff like"},{"speaker":"DP Knudten","startTime":980.32,"endTime":983.38,"body":"that. But if their culture"},{"speaker":"DP Knudten","startTime":980.32,"endTime":983.38,"body":"cannot deliver that . . ."},{"speaker":"Darrell Evans","startTime":983.41,"endTime":983.71,"body":"Yeah."},{"speaker":"DP Knudten","startTime":983.71,"endTime":986.65,"body":". . . you'll try 'em"},{"speaker":"DP Knudten","startTime":983.71,"endTime":986.65,"body":"once. Never use them again. And"},{"speaker":"DP Knudten","startTime":986.65,"endTime":989.11,"body":"then tell every friend who might"},{"speaker":"DP Knudten","startTime":986.65,"endTime":989.11,"body":"be interested in their product"},{"speaker":"DP Knudten","startTime":989.11,"endTime":990.7,"body":"or service to run away."},{"speaker":"Darrell Evans","startTime":990.73,"endTime":991.39,"body":"Right"},{"speaker":"DP Knudten","startTime":991.0,"endTime":994.78,"body":"I once was, I was a"},{"speaker":"DP Knudten","startTime":991.0,"endTime":994.78,"body":"young copywriter in Atlanta,"},{"speaker":"DP Knudten","startTime":994.78,"endTime":999.7,"body":"Georgia. And we had an old"},{"speaker":"DP Knudten","startTime":994.78,"endTime":999.7,"body":"general manager of the agency"},{"speaker":"DP Knudten","startTime":999.7,"endTime":1003.63,"body":"named Clisby Clark and he was"},{"speaker":"DP Knudten","startTime":999.7,"endTime":1003.63,"body":"from the south. And you know, he"},{"speaker":"DP Knudten","startTime":1003.63,"endTime":1003.72,"body":". . ."},{"speaker":"Darrell Evans","startTime":1003.75,"endTime":1005.58,"body":"DP is that the"},{"speaker":"Darrell Evans","startTime":1003.75,"endTime":1005.58,"body":"company you worked for that you"},{"speaker":"Darrell Evans","startTime":1005.58,"endTime":1007.47,"body":"don't name but you said go find"},{"speaker":"Darrell Evans","startTime":1005.58,"endTime":1007.47,"body":"'em on LinkedIn?"},{"speaker":"DP Knudten","startTime":1007.47,"endTime":1010.2,"body":"Oh, did I say that?"},{"speaker":"DP Knudten","startTime":1007.47,"endTime":1010.2,"body":"Yeah, yeah. In response. Yes."},{"speaker":"Darrell Evans","startTime":1010.62,"endTime":1011.94,"body":"For everybody in"},{"speaker":"Darrell Evans","startTime":1010.62,"endTime":1011.94,"body":"the backstory."},{"speaker":"DP Knudten","startTime":1011.97,"endTime":1012.27,"body":"Yeah."},{"speaker":"Darrell Evans","startTime":1012.48,"endTime":1014.19,"body":"You gotta get the"},{"speaker":"Darrell Evans","startTime":1012.48,"endTime":1014.19,"body":"book Nonfiction Brand. It's"},{"speaker":"Darrell Evans","startTime":1014.19,"endTime":1017.01,"body":"available everywhere. And"},{"speaker":"Darrell Evans","startTime":1014.19,"endTime":1017.01,"body":"there's a funny story. And DP"},{"speaker":"Darrell Evans","startTime":1017.01,"endTime":1019.17,"body":"and I had a conversation about"},{"speaker":"Darrell Evans","startTime":1017.01,"endTime":1019.17,"body":"this, I know you're listening to"},{"speaker":"Darrell Evans","startTime":1019.17,"endTime":1020.7,"body":"this, so I'm going to tell you"},{"speaker":"Darrell Evans","startTime":1019.17,"endTime":1020.7,"body":"the story so you can go get the"},{"speaker":"Darrell Evans","startTime":1020.7,"endTime":1023.16,"body":"book. So you can read the part"},{"speaker":"Darrell Evans","startTime":1020.7,"endTime":1023.16,"body":"that I'm about to tell you. But"},{"speaker":"Darrell Evans","startTime":1023.16,"endTime":1025.89,"body":"I'm not going to tell you the"},{"speaker":"Darrell Evans","startTime":1023.16,"endTime":1025.89,"body":"whole thing. DP names  this"},{"speaker":"Darrell Evans","startTime":1025.89,"endTime":1028.5,"body":"first big agency that he worked"},{"speaker":"Darrell Evans","startTime":1025.89,"endTime":1028.5,"body":"for that happened to be based in"},{"speaker":"Darrell Evans","startTime":1028.5,"endTime":1030.81,"body":"Atlanta. And I love the way he"},{"speaker":"Darrell Evans","startTime":1028.5,"endTime":1030.81,"body":"told the story. He said I'm not"},{"speaker":"Darrell Evans","startTime":1030.81,"endTime":1033.09,"body":"gonna tell you the name, but go"},{"speaker":"Darrell Evans","startTime":1030.81,"endTime":1033.09,"body":"to LinkedIn, you'll figure it"},{"speaker":"Darrell Evans","startTime":1033.09,"endTime":1034.56,"body":"out. I just thought was"},{"speaker":"Darrell Evans","startTime":1033.09,"endTime":1034.56,"body":"hilarious."},{"speaker":"Darrell Evans","startTime":1034.0,"endTime":1034.36,"body":"Yeah."},{"speaker":"DP Knudten","startTime":1034.55,"endTime":1037.909,"body":"Well, but it's true."},{"speaker":"DP Knudten","startTime":1034.55,"endTime":1037.909,"body":"I mean, let's face it, I am a"},{"speaker":"DP Knudten","startTime":1034.69,"endTime":1044.8,"body":"Wow! That's, that's"},{"speaker":"DP Knudten","startTime":1034.69,"endTime":1044.8,"body":"all part of the strategy of"},{"speaker":"DP Knudten","startTime":1037.976,"endTime":1041.873,"body":"product of my, my upbringing."},{"speaker":"DP Knudten","startTime":1037.976,"endTime":1041.873,"body":"And this agency played a big"},{"speaker":"DP Knudten","startTime":1041.94,"endTime":1046.172,"body":"part of it. And one of them is"},{"speaker":"DP Knudten","startTime":1041.94,"endTime":1046.172,"body":"tied to this story that I wanted"},{"speaker":"DP Knudten","startTime":1045.19,"endTime":1100.54,"body":"coke. And it's been there since"},{"speaker":"DP Knudten","startTime":1045.19,"endTime":1100.54,"body":"1886."},{"speaker":"DP Knudten","startTime":1046.239,"endTime":1050.606,"body":"to tell you about. Clisby Clark,"},{"speaker":"DP Knudten","startTime":1046.239,"endTime":1050.606,"body":"this old Southern gentleman with"},{"speaker":"DP Knudten","startTime":1050.674,"endTime":1054.705,"body":"an accent so thick, you could"},{"speaker":"DP Knudten","startTime":1050.674,"endTime":1054.705,"body":"cut it with a knife, once told"},{"speaker":"DP Knudten","startTime":1054.772,"endTime":1059.072,"body":"me, here's the quote, verbatim,"},{"speaker":"DP Knudten","startTime":1054.772,"endTime":1059.072,"body":"You know DP, nothing kills a bad"},{"speaker":"DP Knudten","startTime":1059.139,"endTime":1062.901,"body":"product faster than good"},{"speaker":"DP Knudten","startTime":1059.139,"endTime":1062.901,"body":"advertising. And I'm like, what"},{"speaker":"DP Knudten","startTime":1062.968,"endTime":1066.731,"body":"does that mean Yoda? I mean,"},{"speaker":"DP Knudten","startTime":1062.968,"endTime":1066.731,"body":"that didn't make sense to a"},{"speaker":"DP Knudten","startTime":1066.798,"endTime":1070.896,"body":"young copywriter. But I thought"},{"speaker":"DP Knudten","startTime":1066.798,"endTime":1070.896,"body":"about it, and I thought about"},{"speaker":"DP Knudten","startTime":1070.963,"endTime":1074.793,"body":"it, and I thought about it and"},{"speaker":"DP Knudten","startTime":1070.963,"endTime":1074.793,"body":"went, Oh, good advertising"},{"speaker":"DP Knudten","startTime":1074.86,"endTime":1079.025,"body":"drives trial of product. People"},{"speaker":"DP Knudten","startTime":1074.86,"endTime":1079.025,"body":"try the product. They discover"},{"speaker":"DP Knudten","startTime":1079.092,"endTime":1083.056,"body":"it doesn't work. They hate the"},{"speaker":"DP Knudten","startTime":1079.092,"endTime":1083.056,"body":"product. They now are active"},{"speaker":"DP Knudten","startTime":1083.123,"endTime":1086.684,"body":"anti evangelists for that"},{"speaker":"DP Knudten","startTime":1083.123,"endTime":1086.684,"body":"product, with people saying"},{"speaker":"DP Knudten","startTime":1086.751,"endTime":1090.514,"body":"Don't waste your time on it."},{"speaker":"DP Knudten","startTime":1086.751,"endTime":1090.514,"body":"Nothing kills a bad product"},{"speaker":"DP Knudten","startTime":1090.581,"endTime":1094.746,"body":"faster than good advertising,"},{"speaker":"DP Knudten","startTime":1090.581,"endTime":1094.746,"body":"advertising drives trial, drives"},{"speaker":"DP Knudten","startTime":1094.813,"endTime":1098.912,"body":"awareness. And so when people"},{"speaker":"DP Knudten","startTime":1094.813,"endTime":1098.912,"body":"are disappointed with what they"},{"speaker":"DP Knudten","startTime":1098.979,"endTime":1103.077,"body":"experience, boom, the product's"},{"speaker":"DP Knudten","startTime":1098.979,"endTime":1103.077,"body":"dead. But good advertising is"},{"speaker":"DP Knudten","startTime":1103.144,"endTime":1106.906,"body":"great for great brands. I mean,"},{"speaker":"DP Knudten","startTime":1103.144,"endTime":1106.906,"body":"take a look at one of my"},{"speaker":"DP Knudten","startTime":1106.974,"endTime":1110.937,"body":"favorite brands. Coca Cola,"},{"speaker":"DP Knudten","startTime":1106.974,"endTime":1110.937,"body":"internationally renowned if you"},{"speaker":"DP Knudten","startTime":1111.005,"endTime":1115.103,"body":"show, put it this way, there was"},{"speaker":"DP Knudten","startTime":1111.005,"endTime":1115.103,"body":"a film in the 70s called The"},{"speaker":"DP Knudten","startTime":1115.17,"endTime":1119.067,"body":"Gods Must Be Crazy, where"},{"speaker":"DP Knudten","startTime":1115.17,"endTime":1119.067,"body":"someone flying a Cessna over the"},{"speaker":"DP Knudten","startTime":1119.134,"endTime":1123.031,"body":"plains of the Serengeti in"},{"speaker":"DP Knudten","startTime":1119.134,"endTime":1123.031,"body":"Africa throws a glass Coca Cola"},{"speaker":"DP Knudten","startTime":1123.098,"endTime":1127.33,"body":"bottle, you know the green glass"},{"speaker":"DP Knudten","startTime":1123.098,"endTime":1127.33,"body":"bottle with the contour shape,"},{"speaker":"DP Knudten","startTime":1127.397,"endTime":1130.958,"body":"throws it out the window. It"},{"speaker":"DP Knudten","startTime":1127.397,"endTime":1130.958,"body":"lands in the dirt, and a"},{"speaker":"DP Knudten","startTime":1131.025,"endTime":1135.191,"body":"Kalahari Bushmen picks it up and"},{"speaker":"DP Knudten","startTime":1131.025,"endTime":1135.191,"body":"thinks The Gods Must Be Crazy"},{"speaker":"DP Knudten","startTime":1135.258,"endTime":1139.423,"body":"for giving away this incredibly"},{"speaker":"DP Knudten","startTime":1135.258,"endTime":1139.423,"body":"valuable thing. A Coke bottle."},{"speaker":"DP Knudten","startTime":1139.491,"endTime":1143.522,"body":"The Coke bottle itself was a"},{"speaker":"DP Knudten","startTime":1139.491,"endTime":1143.522,"body":"character within this film. And"},{"speaker":"DP Knudten","startTime":1143.589,"endTime":1147.217,"body":"it was internationally"},{"speaker":"DP Knudten","startTime":1143.589,"endTime":1147.217,"body":"recognized by anybody this side"},{"speaker":"DP Knudten","startTime":1147.284,"endTime":1151.382,"body":"of Kalahari Bushman because we"},{"speaker":"DP Knudten","startTime":1147.284,"endTime":1151.382,"body":"all know what Coca Cola is. We"},{"speaker":"DP Knudten","startTime":1151.449,"endTime":1155.48,"body":"all know what it represents,"},{"speaker":"DP Knudten","startTime":1151.449,"endTime":1155.48,"body":"even if we choose not to do it."},{"speaker":"DP Knudten","startTime":1155.548,"endTime":1159.847,"body":"Like I said, I don't drink soft"},{"speaker":"DP Knudten","startTime":1155.548,"endTime":1159.847,"body":"drinks that much anymore. But if"},{"speaker":"DP Knudten","startTime":1159.914,"endTime":1164.08,"body":"I do, it's a coke because of my"},{"speaker":"DP Knudten","startTime":1159.914,"endTime":1164.08,"body":"experience with the brand. Not"},{"speaker":"DP Knudten","startTime":1164.147,"endTime":1168.245,"body":"only when I was writing about"},{"speaker":"DP Knudten","startTime":1164.147,"endTime":1168.245,"body":"the brand, but when I was a kid"},{"speaker":"DP Knudten","startTime":1168.312,"endTime":1172.276,"body":"in Salina, Kansas, visiting my"},{"speaker":"DP Knudten","startTime":1168.312,"endTime":1172.276,"body":"grandma in August. If you've"},{"speaker":"DP Knudten","startTime":1172.343,"endTime":1176.576,"body":"ever been in Salina, Kansas in"},{"speaker":"DP Knudten","startTime":1172.343,"endTime":1176.576,"body":"August, you know that it's three"},{"speaker":"DP Knudten","startTime":1176.643,"endTime":1180.943,"body":"feet away from the gates of hell"},{"speaker":"DP Knudten","startTime":1176.643,"endTime":1180.943,"body":"in terms of heat. Believe me if"},{"speaker":"DP Knudten","startTime":1181.01,"endTime":1184.907,"body":"you want refreshment, you go"},{"speaker":"DP Knudten","startTime":1181.01,"endTime":1184.907,"body":"running into grandma's house,"},{"speaker":"DP Knudten","startTime":1184.974,"endTime":1189.274,"body":"reach in that fridge, find that"},{"speaker":"DP Knudten","startTime":1184.974,"endTime":1189.274,"body":"cold green glass bottle and grab"},{"speaker":"DP Knudten","startTime":1189.341,"endTime":1193.708,"body":"it and put it against your neck."},{"speaker":"DP Knudten","startTime":1189.341,"endTime":1193.708,"body":"It's not even about the fluid in"},{"speaker":"DP Knudten","startTime":1193.775,"endTime":1197.537,"body":"the bottle. It's about the"},{"speaker":"DP Knudten","startTime":1193.775,"endTime":1197.537,"body":"immediate refreshment you get"},{"speaker":"DP Knudten","startTime":1197.605,"endTime":1198.68,"body":"from the bottle."},{"speaker":"Darrell Evans","startTime":1207.46,"endTime":1210.19,"body":"Fantastic"},{"speaker":"Darrell Evans","startTime":1207.46,"endTime":1210.19,"body":"stories, right? Nike iconic,"},{"speaker":"Darrell Evans","startTime":1210.22,"endTime":1212.71,"body":"Coca Cola iconic, whether you"},{"speaker":"Darrell Evans","startTime":1210.22,"endTime":1212.71,"body":"drink Coke or not, whether you"},{"speaker":"Darrell Evans","startTime":1212.71,"endTime":1217.15,"body":"wear Nike or not. Let's see if"},{"speaker":"Darrell Evans","startTime":1212.71,"endTime":1217.15,"body":"we can translate this into this"},{"speaker":"Darrell Evans","startTime":1217.15,"endTime":1220.9,"body":"concept of the nonfiction brand"},{"speaker":"Darrell Evans","startTime":1217.15,"endTime":1220.9,"body":"and digging deep into personal"},{"speaker":"Darrell Evans","startTime":1220.9,"endTime":1224.44,"body":"branding. In reading your book"},{"speaker":"Darrell Evans","startTime":1220.9,"endTime":1224.44,"body":"and talking with you. I've"},{"speaker":"Darrell Evans","startTime":1224.44,"endTime":1228.19,"body":"certainly got a little bit more"},{"speaker":"Darrell Evans","startTime":1224.44,"endTime":1228.19,"body":"insight to how you think about"},{"speaker":"Darrell Evans","startTime":1228.19,"endTime":1230.53,"body":"this from our conversation. But"},{"speaker":"Darrell Evans","startTime":1228.19,"endTime":1230.53,"body":"for the listening audience,"},{"speaker":"Darrell Evans","startTime":1230.77,"endTime":1234.43,"body":"there was a, call it an"},{"speaker":"Darrell Evans","startTime":1230.77,"endTime":1234.43,"body":"influencer, a big name"},{"speaker":"Darrell Evans","startTime":1234.46,"endTime":1237.88,"body":"individual who influenced one of"},{"speaker":"Darrell Evans","startTime":1234.46,"endTime":1237.88,"body":"your earliest thoughts that you"},{"speaker":"Darrell Evans","startTime":1237.88,"endTime":1240.46,"body":"wrote about in the book. I want"},{"speaker":"Darrell Evans","startTime":1237.88,"endTime":1240.46,"body":"to say that the person said this"},{"speaker":"Darrell Evans","startTime":1240.46,"endTime":1243.64,"body":"back in the 90s. Kind of putting"},{"speaker":"Darrell Evans","startTime":1240.46,"endTime":1243.64,"body":"you on the spot. I'm not going"},{"speaker":"Darrell Evans","startTime":1243.64,"endTime":1245.17,"body":"to call up the quote but do you"},{"speaker":"Darrell Evans","startTime":1243.64,"endTime":1245.17,"body":"know the quote that I'm"},{"speaker":"Darrell Evans","startTime":1245.17,"endTime":1246.1,"body":"referring to in the book?"},{"speaker":"DP Knudten","startTime":1246.27,"endTime":1248.94,"body":"Is it the Roberto"},{"speaker":"DP Knudten","startTime":1246.27,"endTime":1248.94,"body":"Goizueta quote?"},{"speaker":"Unknown","startTime":1249.03,"endTime":1252.06,"body":"Actually, it was Tom"},{"speaker":"Unknown","startTime":1249.03,"endTime":1252.06,"body":"Peters."},{"speaker":"DP Knudten","startTime":1252.11,"endTime":1252.47,"body":"Oh."},{"speaker":"Darrell Evans","startTime":1252.44,"endTime":1254.54,"body":"Tom Peters."},{"speaker":"DP Knudten","startTime":1253.0,"endTime":1253.36,"body":"Oh yeah."},{"speaker":"Darrell Evans","startTime":1253.0,"endTime":1255.82,"body":"Tom Peters. That"},{"speaker":"Darrell Evans","startTime":1253.0,"endTime":1255.82,"body":"one, that guy!"},{"speaker":"DP Knudten","startTime":1255.82,"endTime":1259.06,"body":"All right. Let me"},{"speaker":"DP Knudten","startTime":1255.82,"endTime":1259.06,"body":"rephrase your question and say"},{"speaker":"DP Knudten","startTime":1259.06,"endTime":1261.97,"body":"where did the idea for"},{"speaker":"DP Knudten","startTime":1259.06,"endTime":1261.97,"body":"nonfiction brand come from? And"},{"speaker":"DP Knudten","startTime":1261.97,"endTime":1265.39,"body":"I will point all the way back to"},{"speaker":"DP Knudten","startTime":1261.97,"endTime":1265.39,"body":"1997."},{"speaker":"Darrell Evans","startTime":1265.69,"endTime":1267.07,"body":"Oh, it was back"},{"speaker":"Darrell Evans","startTime":1265.69,"endTime":1267.07,"body":"in 97, okay."},{"speaker":"DP Knudten","startTime":1267.24,"endTime":1270.39,"body":"Right, an article in"},{"speaker":"DP Knudten","startTime":1267.24,"endTime":1270.39,"body":"Fast Company Magazine written by"},{"speaker":"DP Knudten","startTime":1270.39,"endTime":1275.31,"body":"the brilliant Tom Peters. He is"},{"speaker":"DP Knudten","startTime":1270.39,"endTime":1275.31,"body":"the father of the concept of"},{"speaker":"DP Knudten","startTime":1275.31,"endTime":1278.25,"body":"personal branding, at least to"},{"speaker":"DP Knudten","startTime":1275.31,"endTime":1278.25,"body":"my knowledge. I know this"},{"speaker":"DP Knudten","startTime":1278.25,"endTime":1281.94,"body":"because I was sitting in an"},{"speaker":"DP Knudten","startTime":1278.25,"endTime":1281.94,"body":"agency and I got a copy of Fast"},{"speaker":"DP Knudten","startTime":1281.94,"endTime":1286.14,"body":"Company Magazine. On the cover"},{"speaker":"DP Knudten","startTime":1281.94,"endTime":1286.14,"body":"was a, what looked to be a,"},{"speaker":"DP Knudten","startTime":1286.38,"endTime":1289.86,"body":"remember the old tide laundry"},{"speaker":"DP Knudten","startTime":1286.38,"endTime":1289.86,"body":"detergent boxes that had the"},{"speaker":"DP Knudten","startTime":1289.86,"endTime":1293.79,"body":"kind of orangey swirl and the"},{"speaker":"DP Knudten","startTime":1289.86,"endTime":1293.79,"body":"purple type that said, Tide?"},{"speaker":"Darrell Evans","startTime":1293.97,"endTime":1294.24,"body":"Yeah."},{"speaker":"DP Knudten","startTime":1294.27,"endTime":1298.41,"body":"Well, using those"},{"speaker":"DP Knudten","startTime":1294.27,"endTime":1298.41,"body":"brand colors and graphic ideas,"},{"speaker":"DP Knudten","startTime":1298.59,"endTime":1302.43,"body":"they did a cover that said The"},{"speaker":"DP Knudten","startTime":1298.59,"endTime":1302.43,"body":"Brand Called You. You got to"},{"speaker":"DP Knudten","startTime":1302.43,"endTime":1305.61,"body":"stand out if you want to step"},{"speaker":"DP Knudten","startTime":1302.43,"endTime":1305.61,"body":"out or something like that. I"},{"speaker":"DP Knudten","startTime":1305.61,"endTime":1308.88,"body":"read the article. You can still"},{"speaker":"DP Knudten","startTime":1305.61,"endTime":1308.88,"body":"read it today, just go to"},{"speaker":"DP Knudten","startTime":1308.91,"endTime":1312.42,"body":"fastcompany.com and search for"},{"speaker":"DP Knudten","startTime":1308.91,"endTime":1312.42,"body":"The Brand Called You and you can"},{"speaker":"DP Knudten","startTime":1312.42,"endTime":1315.66,"body":"read the article, I encourage"},{"speaker":"DP Knudten","startTime":1312.42,"endTime":1315.66,"body":"you to do it. It's about a five"},{"speaker":"DP Knudten","startTime":1315.66,"endTime":1321.21,"body":"minute read. But the power of"},{"speaker":"DP Knudten","startTime":1315.66,"endTime":1321.21,"body":"that idea, it was like a"},{"speaker":"DP Knudten","startTime":1321.21,"endTime":1325.74,"body":"baseball bat to the forehead for"},{"speaker":"DP Knudten","startTime":1321.21,"endTime":1325.74,"body":"me. Because I'm from Wisconsin,"},{"speaker":"DP Knudten","startTime":1326.04,"endTime":1329.22,"body":"from the Upper Midwest of"},{"speaker":"DP Knudten","startTime":1326.04,"endTime":1329.22,"body":"America. We've been taught our"},{"speaker":"DP Knudten","startTime":1329.22,"endTime":1331.92,"body":"entire lives, you're not all"},{"speaker":"DP Knudten","startTime":1329.22,"endTime":1331.92,"body":"that young man. You put your"},{"speaker":"DP Knudten","startTime":1331.92,"endTime":1334.59,"body":"pants on one leg at a time."},{"speaker":"DP Knudten","startTime":1331.92,"endTime":1334.59,"body":"You're no better than anybody"},{"speaker":"DP Knudten","startTime":1334.59,"endTime":1338.64,"body":"else. Wisconsin and the Upper"},{"speaker":"DP Knudten","startTime":1334.59,"endTime":1338.64,"body":"Midwest are not Texas, where you"},{"speaker":"DP Knudten","startTime":1338.64,"endTime":1341.52,"body":"get a D in trigonometry, you"},{"speaker":"DP Knudten","startTime":1338.64,"endTime":1341.52,"body":"stand on your Bronco and yell"},{"speaker":"DP Knudten","startTime":1341.52,"endTime":1345.6,"body":"yippee, I passed. No, in"},{"speaker":"DP Knudten","startTime":1341.52,"endTime":1345.6,"body":"Wisconsin, you could be a PhD,"},{"speaker":"DP Knudten","startTime":1345.81,"endTime":1349.26,"body":"awarded the Nobel Prize and it'd"},{"speaker":"DP Knudten","startTime":1345.81,"endTime":1349.26,"body":"be like, well, you're, you're no"},{"speaker":"DP Knudten","startTime":1349.26,"endTime":1352.11,"body":"better than anybody else. You"},{"speaker":"DP Knudten","startTime":1349.26,"endTime":1352.11,"body":"know, it's kind of a hide your"},{"speaker":"DP Knudten","startTime":1352.11,"endTime":1357.09,"body":"light under a bushel state. And"},{"speaker":"DP Knudten","startTime":1352.11,"endTime":1357.09,"body":"I was that way, which was my"},{"speaker":"DP Knudten","startTime":1357.09,"endTime":1361.05,"body":"work speaks for itself. I am"},{"speaker":"DP Knudten","startTime":1357.09,"endTime":1361.05,"body":"here to tell you and your"},{"speaker":"DP Knudten","startTime":1361.05,"endTime":1368.07,"body":"listeners today, your work does"},{"speaker":"DP Knudten","startTime":1361.05,"endTime":1368.07,"body":"not speak for itself. Why? We"},{"speaker":"DP Knudten","startTime":1368.07,"endTime":1372.0,"body":"live in a world where people are"},{"speaker":"DP Knudten","startTime":1368.07,"endTime":1372.0,"body":"really anxious to take credit"},{"speaker":"DP Knudten","startTime":1372.0,"endTime":1375.93,"body":"for your work. And if you're not"},{"speaker":"DP Knudten","startTime":1372.0,"endTime":1375.93,"body":"taking credit for it, don't"},{"speaker":"DP Knudten","startTime":1375.93,"endTime":1380.73,"body":"worry, they will. So instead you"},{"speaker":"DP Knudten","startTime":1375.93,"endTime":1380.73,"body":"need to get over that hide your"},{"speaker":"DP Knudten","startTime":1380.73,"endTime":1384.51,"body":"light under a bushel attitude."},{"speaker":"DP Knudten","startTime":1380.73,"endTime":1384.51,"body":"And you need to embrace personal"},{"speaker":"DP Knudten","startTime":1384.51,"endTime":1389.13,"body":"branding, not in a braggadocious"},{"speaker":"DP Knudten","startTime":1384.51,"endTime":1389.13,"body":"way. Not in a look at me, I'm an"},{"speaker":"DP Knudten","startTime":1389.13,"endTime":1392.79,"body":"influencer way, but in a I've"},{"speaker":"DP Knudten","startTime":1389.13,"endTime":1392.79,"body":"worked for 20 years in this"},{"speaker":"DP Knudten","startTime":1392.79,"endTime":1397.2,"body":"industry. Here are the things"},{"speaker":"DP Knudten","startTime":1392.79,"endTime":1397.2,"body":"I've learned. Did you see what I"},{"speaker":"DP Knudten","startTime":1397.32,"endTime":1400.35,"body":"did there? I didn't make a"},{"speaker":"DP Knudten","startTime":1397.32,"endTime":1400.35,"body":"promise. I said I've worked in"},{"speaker":"DP Knudten","startTime":1400.35,"endTime":1404.34,"body":"this agency 20 years. Here are"},{"speaker":"DP Knudten","startTime":1400.35,"endTime":1404.34,"body":"the things I've learned and I am"},{"speaker":"DP Knudten","startTime":1404.34,"endTime":1408.18,"body":"sharing them with you. I'm not"},{"speaker":"DP Knudten","startTime":1404.34,"endTime":1408.18,"body":"shoving them down your throat."},{"speaker":"DP Knudten","startTime":1408.33,"endTime":1411.96,"body":"I'm not telling you that's the"},{"speaker":"DP Knudten","startTime":1408.33,"endTime":1411.96,"body":"only way. I am sharing that"},{"speaker":"DP Knudten","startTime":1411.96,"endTime":1416.22,"body":"which I am and that which I"},{"speaker":"DP Knudten","startTime":1411.96,"endTime":1416.22,"body":"know. That is the essence of"},{"speaker":"DP Knudten","startTime":1416.22,"endTime":1419.58,"body":"nonfiction branding."},{"speaker":"DP Knudten","startTime":1416.22,"endTime":1419.58,"body":"Discovering, crafting and"},{"speaker":"DP Knudten","startTime":1419.58,"endTime":1425.85,"body":"communicating the completely"},{"speaker":"DP Knudten","startTime":1419.58,"endTime":1425.85,"body":"true, completely you, brand that"},{"speaker":"DP Knudten","startTime":1425.85,"endTime":1429.21,"body":"you already are. I'm not talking"},{"speaker":"DP Knudten","startTime":1425.85,"endTime":1429.21,"body":"about making up anything. I'm"},{"speaker":"DP Knudten","startTime":1429.21,"endTime":1433.95,"body":"merely talking about knowing who"},{"speaker":"DP Knudten","startTime":1429.21,"endTime":1433.95,"body":"you are. And being it."},{"speaker":"Darrell Evans","startTime":1434.5,"endTime":1436.75,"body":"Oh, DP. I love"},{"speaker":"Darrell Evans","startTime":1434.5,"endTime":1436.75,"body":"the way you brought that"},{"speaker":"Darrell Evans","startTime":1436.75,"endTime":1437.98,"body":"together. And also the context"},{"speaker":"Darrell Evans","startTime":1436.75,"endTime":1437.98,"body":"from what you had been taught"},{"speaker":"Darrell Evans","startTime":1437.98,"endTime":1440.29,"body":"growing up because everyone"},{"speaker":"Darrell Evans","startTime":1437.98,"endTime":1440.29,"body":"listening to this was taught"},{"speaker":"Darrell Evans","startTime":1440.29,"endTime":1445.54,"body":"something growing up, whether"},{"speaker":"Darrell Evans","startTime":1440.29,"endTime":1445.54,"body":"you lived in the northwest,"},{"speaker":"Darrell Evans","startTime":1445.57,"endTime":1449.44,"body":"northern Midwest, and you"},{"speaker":"Darrell Evans","startTime":1445.57,"endTime":1449.44,"body":"contrasted Texas versus West"},{"speaker":"Darrell Evans","startTime":1449.44,"endTime":1451.9,"body":"Coast, East Coast or anywhere"},{"speaker":"Darrell Evans","startTime":1449.44,"endTime":1451.9,"body":"else on this beautiful planet."},{"speaker":"Darrell Evans","startTime":1452.08,"endTime":1456.07,"body":"We all have been taught"},{"speaker":"Darrell Evans","startTime":1452.08,"endTime":1456.07,"body":"something about this concept or"},{"speaker":"Darrell Evans","startTime":1456.07,"endTime":1459.46,"body":"something about bragging,"},{"speaker":"Darrell Evans","startTime":1456.07,"endTime":1459.46,"body":"showing off. I know when I grew"},{"speaker":"Darrell Evans","startTime":1459.46,"endTime":1462.22,"body":"up, it was showing off. You"},{"speaker":"Darrell Evans","startTime":1459.46,"endTime":1462.22,"body":"know, even we talk about, I'm a"},{"speaker":"Darrell Evans","startTime":1462.22,"endTime":1465.76,"body":"huge sports fan. And I remember"},{"speaker":"Darrell Evans","startTime":1462.22,"endTime":1465.76,"body":"there was a big time in the NFL"},{"speaker":"Darrell Evans","startTime":1465.82,"endTime":1469.66,"body":"a couple of decades ago, when"},{"speaker":"Darrell Evans","startTime":1465.82,"endTime":1469.66,"body":"showboating and celebrating in"},{"speaker":"Darrell Evans","startTime":1469.66,"endTime":1473.2,"body":"the endzone was like the best"},{"speaker":"Darrell Evans","startTime":1469.66,"endTime":1473.2,"body":"part of the football game. And"},{"speaker":"Darrell Evans","startTime":1473.2,"endTime":1476.23,"body":"then there was a season and for"},{"speaker":"Darrell Evans","startTime":1473.2,"endTime":1476.23,"body":"those who don't watch the NFL"},{"speaker":"Darrell Evans","startTime":1476.23,"endTime":1479.53,"body":"just go Google this. But there"},{"speaker":"Darrell Evans","startTime":1476.23,"endTime":1479.53,"body":"was a season when it was frowned"},{"speaker":"Darrell Evans","startTime":1479.53,"endTime":1483.76,"body":"upon to celebrate in the endzone"},{"speaker":"Darrell Evans","startTime":1479.53,"endTime":1483.76,"body":"and even penalized and even to a"},{"speaker":"Darrell Evans","startTime":1483.76,"endTime":1485.98,"body":"certain degree today. I don't"},{"speaker":"Darrell Evans","startTime":1483.76,"endTime":1485.98,"body":"know if they penalize it"},{"speaker":"Darrell Evans","startTime":1485.98,"endTime":1489.01,"body":"anymore. But it was like the"},{"speaker":"Darrell Evans","startTime":1485.98,"endTime":1489.01,"body":"phrase was act like you've been"},{"speaker":"Darrell Evans","startTime":1489.01,"endTime":1491.68,"body":"here before. Act like you've"},{"speaker":"Darrell Evans","startTime":1489.01,"endTime":1491.68,"body":"been there before. Stop"},{"speaker":"Darrell Evans","startTime":1491.68,"endTime":1493.36,"body":"celebrating. What's all that"},{"speaker":"Darrell Evans","startTime":1491.68,"endTime":1493.36,"body":"celebrating about?"},{"speaker":"DP Knudten","startTime":1493.0,"endTime":1495.43,"body":"Well, what you're"},{"speaker":"DP Knudten","startTime":1493.0,"endTime":1495.43,"body":"talking about are the kind of"},{"speaker":"DP Knudten","startTime":1495.43,"endTime":1498.1,"body":"the neon Deion Sanders days and"},{"speaker":"DP Knudten","startTime":1495.43,"endTime":1498.1,"body":". . ."},{"speaker":"Darrell Evans","startTime":1498.51,"endTime":1501.69,"body":"Yeah, even Johnny"},{"speaker":"Darrell Evans","startTime":1498.51,"endTime":1501.69,"body":"White Shoes Johnson, I think it"},{"speaker":"Darrell Evans","startTime":1501.69,"endTime":1504.75,"body":"was back in Houston Oilers. I"},{"speaker":"Darrell Evans","startTime":1501.69,"endTime":1504.75,"body":"mean, I can go back some days."},{"speaker":"Darrell Evans","startTime":1505.02,"endTime":1508.29,"body":"The reason I brought that kind"},{"speaker":"Darrell Evans","startTime":1505.02,"endTime":1508.29,"body":"of up was we all have some"},{"speaker":"Darrell Evans","startTime":1508.29,"endTime":1511.02,"body":"background and some backstory"},{"speaker":"Darrell Evans","startTime":1508.29,"endTime":1511.02,"body":"and things that we were taught."},{"speaker":"Darrell Evans","startTime":1511.02,"endTime":1513.45,"body":"And we're on The MindShift"},{"speaker":"Darrell Evans","startTime":1511.02,"endTime":1513.45,"body":"Podcast, which is what we're"},{"speaker":"Darrell Evans","startTime":1513.45,"endTime":1517.2,"body":"here to do, which is to sort of"},{"speaker":"Darrell Evans","startTime":1513.45,"endTime":1517.2,"body":"shift our mind, so we can shift"},{"speaker":"Darrell Evans","startTime":1517.35,"endTime":1520.98,"body":"our results. And so even for me,"},{"speaker":"Darrell Evans","startTime":1517.35,"endTime":1520.98,"body":"I was taught some things growing"},{"speaker":"Darrell Evans","startTime":1520.98,"endTime":1524.01,"body":"up. You know, I remember back in"},{"speaker":"Darrell Evans","startTime":1520.98,"endTime":1524.01,"body":"the 90s, when I first got in"},{"speaker":"Darrell Evans","startTime":1524.01,"endTime":1527.61,"body":"business, even though pictures"},{"speaker":"Darrell Evans","startTime":1524.01,"endTime":1527.61,"body":"on business cards, were starting"},{"speaker":"Darrell Evans","startTime":1527.61,"endTime":1530.94,"body":"to become a thing. I would never"},{"speaker":"Darrell Evans","startTime":1527.61,"endTime":1530.94,"body":"put my picture on a business"},{"speaker":"Darrell Evans","startTime":1530.94,"endTime":1534.0,"body":"card, because it just didn't"},{"speaker":"Darrell Evans","startTime":1530.94,"endTime":1534.0,"body":"mesh with me, like, why does my"},{"speaker":"Darrell Evans","startTime":1534.0,"endTime":1536.91,"body":"picture need to be on it? And"},{"speaker":"Darrell Evans","startTime":1534.0,"endTime":1536.91,"body":"obviously, we're in the world of"},{"speaker":"Darrell Evans","startTime":1536.91,"endTime":1538.62,"body":"digital where everything is face"},{"speaker":"Darrell Evans","startTime":1536.91,"endTime":1538.62,"body":"forward now."},{"speaker":"DP Knudten","startTime":1538.62,"endTime":1539.61,"body":"It's actually this"},{"speaker":"DP Knudten","startTime":1538.62,"endTime":1539.61,"body":"guy."},{"speaker":"DP Knudten","startTime":1539.0,"endTime":1575.24,"body":"Well, I can point to"},{"speaker":"DP Knudten","startTime":1539.0,"endTime":1575.24,"body":"that. A guy named Luke Sullivan."},{"speaker":"Darrell Evans","startTime":1539.56,"endTime":1541.671,"body":"I know, I"},{"speaker":"Darrell Evans","startTime":1539.56,"endTime":1541.671,"body":"remember your business card. For"},{"speaker":"Darrell Evans","startTime":1541.721,"endTime":1544.738,"body":"those that are, hold it up there"},{"speaker":"Darrell Evans","startTime":1541.721,"endTime":1544.738,"body":"a little longer, hold it up"},{"speaker":"Darrell Evans","startTime":1544.788,"endTime":1548.005,"body":"there for longer. For those that"},{"speaker":"Darrell Evans","startTime":1544.788,"endTime":1548.005,"body":"are listening on the audio, you"},{"speaker":"Darrell Evans","startTime":1548.056,"endTime":1550.921,"body":"have to check out the video"},{"speaker":"Darrell Evans","startTime":1548.056,"endTime":1550.921,"body":"version over on YouTube. He's"},{"speaker":"Darrell Evans","startTime":1550.971,"endTime":1553.938,"body":"got a picture of his business"},{"speaker":"Darrell Evans","startTime":1550.971,"endTime":1553.938,"body":"card up there, his picture is"},{"speaker":"Darrell Evans","startTime":1553.988,"endTime":1557.205,"body":"face forward. It's actually the"},{"speaker":"Darrell Evans","startTime":1553.988,"endTime":1557.205,"body":"whole card actually. He's a good"},{"speaker":"Darrell Evans","startTime":1557.256,"endTime":1560.121,"body":"looking dude, though. But"},{"speaker":"Darrell Evans","startTime":1557.256,"endTime":1560.121,"body":"anyway, I guess I said all that"},{"speaker":"Darrell Evans","startTime":1560.171,"endTime":1563.339,"body":"to say, I love the distinction"},{"speaker":"Darrell Evans","startTime":1560.171,"endTime":1563.339,"body":"of not just making things up for"},{"speaker":"Darrell Evans","startTime":1563.389,"endTime":1566.556,"body":"the sake of calling it a brand."},{"speaker":"Darrell Evans","startTime":1563.389,"endTime":1566.556,"body":"I love what you said. And I say"},{"speaker":"Darrell Evans","startTime":1566.606,"endTime":1569.623,"body":"this all the time, which is why"},{"speaker":"Darrell Evans","startTime":1566.606,"endTime":1569.623,"body":"it hit me so hard, is here's"},{"speaker":"Darrell Evans","startTime":1569.673,"endTime":1572.488,"body":"what I've learned. I'm just"},{"speaker":"Darrell Evans","startTime":1569.673,"endTime":1572.488,"body":"going to share with you what"},{"speaker":"Darrell Evans","startTime":1572.539,"endTime":1575.555,"body":"I've learned. If it lands for"},{"speaker":"Darrell Evans","startTime":1572.539,"endTime":1575.555,"body":"you, great. If it doesn't land"},{"speaker":"Darrell Evans","startTime":1575.605,"endTime":1578.521,"body":"for you, that's fine too. But in"},{"speaker":"Darrell Evans","startTime":1575.605,"endTime":1578.521,"body":"the communicating of that"},{"speaker":"Darrell Evans","startTime":1575.69,"endTime":1580.76,"body":"I don't know if he's retired"},{"speaker":"Darrell Evans","startTime":1575.69,"endTime":1580.76,"body":"now, but he was teaching at the"},{"speaker":"Darrell Evans","startTime":1578.571,"endTime":1581.688,"body":"message of here's my experience,"},{"speaker":"Darrell Evans","startTime":1578.571,"endTime":1581.688,"body":"here's what I've done, here's"},{"speaker":"Darrell Evans","startTime":1580.76,"endTime":1585.23,"body":"Savannah College of Art and"},{"speaker":"Darrell Evans","startTime":1580.76,"endTime":1585.23,"body":"Design. He had been a big"},{"speaker":"Darrell Evans","startTime":1581.739,"endTime":1584.906,"body":"some of the things we've done,"},{"speaker":"Darrell Evans","startTime":1581.739,"endTime":1584.906,"body":"here's what I've learned, and if"},{"speaker":"Darrell Evans","startTime":1584.956,"endTime":1588.073,"body":"it lands for you, I'd love to"},{"speaker":"Darrell Evans","startTime":1584.956,"endTime":1588.073,"body":"help you with it. I just thought"},{"speaker":"Darrell Evans","startTime":1585.23,"endTime":1591.65,"body":"copywriter at Fallon McElligott,"},{"speaker":"Darrell Evans","startTime":1585.23,"endTime":1591.65,"body":"which is a very well respected"},{"speaker":"Darrell Evans","startTime":1588.123,"endTime":1591.24,"body":"that was really a nice segue to"},{"speaker":"Darrell Evans","startTime":1588.123,"endTime":1591.24,"body":"that. I have a couple of quick"},{"speaker":"Darrell Evans","startTime":1591.29,"endTime":1594.357,"body":"questions that are a little bit"},{"speaker":"Darrell Evans","startTime":1591.29,"endTime":1594.357,"body":"more for me geeking out about"},{"speaker":"Darrell Evans","startTime":1591.86,"endTime":1599.36,"body":"agency in Minneapolis, but he"},{"speaker":"Darrell Evans","startTime":1591.86,"endTime":1599.36,"body":"wrote a book called Hey Whipple,"},{"speaker":"Darrell Evans","startTime":1594.407,"endTime":1597.524,"body":"this, but who is your biggest"},{"speaker":"Darrell Evans","startTime":1594.407,"endTime":1597.524,"body":"influencer as a copywriter as it"},{"speaker":"Darrell Evans","startTime":1597.575,"endTime":1598.48,"body":"leads to the work?"},{"speaker":"Darrell Evans","startTime":1603.26,"endTime":1608.81,"body":"Squeeze This. And for those of"},{"speaker":"Darrell Evans","startTime":1603.26,"endTime":1608.81,"body":"us old enough, will remember the"},{"speaker":"Darrell Evans","startTime":1609.2,"endTime":1624.05,"body":"commercial with Mr. Whipple for"},{"speaker":"Darrell Evans","startTime":1609.2,"endTime":1624.05,"body":"Charmin bathroom tissue."},{"speaker":"Darrell Evans","startTime":1624.05,"endTime":1625.7,"body":"The Charmin."},{"speaker":"Darrell Evans","startTime":1624.05,"endTime":1625.7,"body":"Yeah."},{"speaker":"DP Knudten","startTime":1626.0,"endTime":1627.86,"body":"Yeah, where the"},{"speaker":"DP Knudten","startTime":1626.0,"endTime":1627.86,"body":"please don't squeeze the"},{"speaker":"DP Knudten","startTime":1627.86,"endTime":1630.74,"body":"Charmin. And Mr. Whipple was the"},{"speaker":"DP Knudten","startTime":1627.86,"endTime":1630.74,"body":"guy who was constantly saying,"},{"speaker":"DP Knudten","startTime":1630.74,"endTime":1634.01,"body":"Please don't squeeze the"},{"speaker":"DP Knudten","startTime":1630.74,"endTime":1634.01,"body":"Charmin. That's an example of an"},{"speaker":"DP Knudten","startTime":1634.01,"endTime":1639.14,"body":"advertising concept. The concept"},{"speaker":"DP Knudten","startTime":1634.01,"endTime":1639.14,"body":"is Charmin bathroom tissue is so"},{"speaker":"DP Knudten","startTime":1639.14,"endTime":1642.86,"body":"soft, you'll want to squeeze it."},{"speaker":"DP Knudten","startTime":1639.14,"endTime":1642.86,"body":"So it's that idea. So the"},{"speaker":"DP Knudten","startTime":1642.86,"endTime":1646.31,"body":"copywriter and the art director"},{"speaker":"DP Knudten","startTime":1642.86,"endTime":1646.31,"body":"said, how do we convey that idea"},{"speaker":"DP Knudten","startTime":1646.34,"endTime":1649.82,"body":"in an ad? Oh, we create a"},{"speaker":"DP Knudten","startTime":1646.34,"endTime":1649.82,"body":"character named Mr. Whipple."},{"speaker":"DP Knudten","startTime":1649.91,"endTime":1652.4,"body":"He'll be the kind of browbeaten"},{"speaker":"DP Knudten","startTime":1649.91,"endTime":1652.4,"body":"guy who says please don't"},{"speaker":"DP Knudten","startTime":1652.4,"endTime":1658.61,"body":"squeeze the Charmin. And here I"},{"speaker":"DP Knudten","startTime":1652.4,"endTime":1658.61,"body":"am, 45 years later, quoting the"},{"speaker":"DP Knudten","startTime":1658.61,"endTime":1661.97,"body":"entire commercial to you,"},{"speaker":"DP Knudten","startTime":1658.61,"endTime":1661.97,"body":"because it's part of my mental"},{"speaker":"DP Knudten","startTime":1661.97,"endTime":1666.89,"body":"DNA. Luke Sullivan wrote that"},{"speaker":"DP Knudten","startTime":1661.97,"endTime":1666.89,"body":"book. Please Don't Squeeze The"},{"speaker":"DP Knudten","startTime":1666.89,"endTime":1668.42,"body":"Charmin, about copywriting."},{"speaker":"Darrell Evans","startTime":1668.66,"endTime":1669.02,"body":"Yeah."},{"speaker":"DP Knudten","startTime":1669.0,"endTime":1671.94,"body":"And it was very"},{"speaker":"DP Knudten","startTime":1669.0,"endTime":1671.94,"body":"influential to me. It's not the"},{"speaker":"DP Knudten","startTime":1671.94,"endTime":1676.02,"body":"only influence I had, which goes"},{"speaker":"DP Knudten","startTime":1671.94,"endTime":1676.02,"body":"back a little earlier. But it"},{"speaker":"DP Knudten","startTime":1676.02,"endTime":1678.78,"body":"was a great book for anyone who"},{"speaker":"DP Knudten","startTime":1676.02,"endTime":1678.78,"body":"really wants to understand what"},{"speaker":"DP Knudten","startTime":1678.78,"endTime":1682.83,"body":"a copywriter does. It's still, I"},{"speaker":"DP Knudten","startTime":1678.78,"endTime":1682.83,"body":"think in print, because he does,"},{"speaker":"DP Knudten","startTime":1682.86,"endTime":1686.25,"body":"you know, revisions, like when"},{"speaker":"DP Knudten","startTime":1682.86,"endTime":1686.25,"body":"digital advertising became a big"},{"speaker":"DP Knudten","startTime":1686.25,"endTime":1689.34,"body":"thing, he folded that into the"},{"speaker":"DP Knudten","startTime":1686.25,"endTime":1689.34,"body":"book. I think he even has a co"},{"speaker":"DP Knudten","startTime":1689.34,"endTime":1692.88,"body":"author in some sections because"},{"speaker":"DP Knudten","startTime":1689.34,"endTime":1692.88,"body":"of their expertise when it comes"},{"speaker":"DP Knudten","startTime":1692.88,"endTime":1696.39,"body":"to that. But that's a great"},{"speaker":"DP Knudten","startTime":1692.88,"endTime":1696.39,"body":"book. Hey Whipple, Squeeze This"},{"speaker":"DP Knudten","startTime":1696.57,"endTime":1701.52,"body":"by Luke Sullivan. The other"},{"speaker":"DP Knudten","startTime":1696.57,"endTime":1701.52,"body":"person, and this is where the,"},{"speaker":"DP Knudten","startTime":1701.55,"endTime":1704.55,"body":"don't hide your light under a"},{"speaker":"DP Knudten","startTime":1701.55,"endTime":1704.55,"body":"bushel thing comes in. Long"},{"speaker":"DP Knudten","startTime":1704.55,"endTime":1708.45,"body":"story short, I'm in Denver, I"},{"speaker":"DP Knudten","startTime":1704.55,"endTime":1708.45,"body":"moved there because I like to"},{"speaker":"DP Knudten","startTime":1708.45,"endTime":1711.84,"body":"rock climb and, you know, go"},{"speaker":"DP Knudten","startTime":1708.45,"endTime":1711.84,"body":"skiing and snowboarding and"},{"speaker":"DP Knudten","startTime":1711.84,"endTime":1715.23,"body":"stuff like that. After years of"},{"speaker":"DP Knudten","startTime":1711.84,"endTime":1715.23,"body":"living in the Midwest, I decided"},{"speaker":"DP Knudten","startTime":1715.23,"endTime":1718.83,"body":"to try the Rocky Mountains and"},{"speaker":"DP Knudten","startTime":1715.23,"endTime":1718.83,"body":"see how that goes. I'm in a dead"},{"speaker":"DP Knudten","startTime":1718.83,"endTime":1724.32,"body":"end job as a temp worker for the"},{"speaker":"DP Knudten","startTime":1718.83,"endTime":1724.32,"body":"local Baby Bell Telephone"},{"speaker":"DP Knudten","startTime":1724.32,"endTime":1728.76,"body":"Service. And I remember an ad I"},{"speaker":"DP Knudten","startTime":1724.32,"endTime":1728.76,"body":"had seen in Chicago, in the"},{"speaker":"DP Knudten","startTime":1728.76,"endTime":1732.72,"body":"Chicago Reader, which is like an"},{"speaker":"DP Knudten","startTime":1728.76,"endTime":1732.72,"body":"alternative weekly. Ben J."},{"speaker":"DP Knudten","startTime":1732.72,"endTime":1735.36,"body":"Walter Thompson, one of the"},{"speaker":"DP Knudten","startTime":1732.72,"endTime":1735.36,"body":"advertising agencies put it in"},{"speaker":"DP Knudten","startTime":1735.36,"endTime":1739.14,"body":"in this ad that said, Write if"},{"speaker":"DP Knudten","startTime":1735.36,"endTime":1739.14,"body":"you want work, and it had eight"},{"speaker":"DP Knudten","startTime":1739.14,"endTime":1741.93,"body":"writing assignments, where in a"},{"speaker":"DP Knudten","startTime":1739.14,"endTime":1741.93,"body":"little bit of copy that said,"},{"speaker":"DP Knudten","startTime":1742.08,"endTime":1744.36,"body":"there are a lot of creative"},{"speaker":"DP Knudten","startTime":1742.08,"endTime":1744.36,"body":"people in uncreative jobs. Have"},{"speaker":"DP Knudten","startTime":1744.36,"endTime":1747.96,"body":"you thought about becoming an"},{"speaker":"DP Knudten","startTime":1744.36,"endTime":1747.96,"body":"advertising copywriter? I said,"},{"speaker":"DP Knudten","startTime":1749.43,"endTime":1755.01,"body":"No, but it's a job. I'm kind of"},{"speaker":"DP Knudten","startTime":1749.43,"endTime":1755.01,"body":"fast and clever on my feet. And"},{"speaker":"DP Knudten","startTime":1755.01,"endTime":1758.67,"body":"I've been exposed to things like"},{"speaker":"DP Knudten","startTime":1755.01,"endTime":1758.67,"body":"Darren Stevens in the TV show"},{"speaker":"DP Knudten","startTime":1758.67,"endTime":1762.99,"body":"Bewitched. Remember him? He was"},{"speaker":"DP Knudten","startTime":1758.67,"endTime":1762.99,"body":"an ad guy. So as a kid, I'm"},{"speaker":"DP Knudten","startTime":1762.99,"endTime":1766.26,"body":"like, there's someone gets paid"},{"speaker":"DP Knudten","startTime":1762.99,"endTime":1766.26,"body":"to come up with these ideas? And"},{"speaker":"DP Knudten","startTime":1766.26,"endTime":1769.05,"body":"the answer was, yeah! And"},{"speaker":"DP Knudten","startTime":1766.26,"endTime":1769.05,"body":"they're called advertising"},{"speaker":"DP Knudten","startTime":1769.05,"endTime":1772.41,"body":"copywriters, or art directors if"},{"speaker":"DP Knudten","startTime":1769.05,"endTime":1772.41,"body":"you're more on the visual side"},{"speaker":"DP Knudten","startTime":1772.41,"endTime":1775.14,"body":"of the fence. Well, I did those"},{"speaker":"DP Knudten","startTime":1772.41,"endTime":1775.14,"body":"eight writing assignments. I"},{"speaker":"DP Knudten","startTime":1775.14,"endTime":1778.59,"body":"sent them out to eight agencies"},{"speaker":"DP Knudten","startTime":1775.14,"endTime":1778.59,"body":"in Denver thinking nothing, like"},{"speaker":"DP Knudten","startTime":1778.59,"endTime":1781.23,"body":"I would hear nothing. And I"},{"speaker":"DP Knudten","startTime":1778.59,"endTime":1781.23,"body":"actually got a phone call from"},{"speaker":"DP Knudten","startTime":1781.23,"endTime":1784.02,"body":"the Creative Director at the"},{"speaker":"DP Knudten","startTime":1781.23,"endTime":1784.02,"body":"largest agency in Denver at the"},{"speaker":"DP Knudten","startTime":1784.02,"endTime":1786.93,"body":"time, who said, I don't have a"},{"speaker":"DP Knudten","startTime":1784.02,"endTime":1786.93,"body":"job for you, but I think you're"},{"speaker":"DP Knudten","startTime":1786.93,"endTime":1790.74,"body":"talented. Why don't you come"},{"speaker":"DP Knudten","startTime":1786.93,"endTime":1790.74,"body":"talk to me? I met with him all"},{"speaker":"DP Knudten","startTime":1790.74,"endTime":1794.73,"body":"of two times. But in those two"},{"speaker":"DP Knudten","startTime":1790.74,"endTime":1794.73,"body":"times, he became the formative"},{"speaker":"DP Knudten","startTime":1794.73,"endTime":1799.26,"body":"mentor for my career. You know,"},{"speaker":"DP Knudten","startTime":1794.73,"endTime":1799.26,"body":"I obviously demonstrated I"},{"speaker":"DP Knudten","startTime":1799.26,"endTime":1802.23,"body":"understood what a copywriter did"},{"speaker":"DP Knudten","startTime":1799.26,"endTime":1802.23,"body":"when it came to writing, and"},{"speaker":"DP Knudten","startTime":1802.23,"endTime":1806.16,"body":"concepting. But he was the one"},{"speaker":"DP Knudten","startTime":1802.23,"endTime":1806.16,"body":"who clued me into, hey, you got"},{"speaker":"DP Knudten","startTime":1806.16,"endTime":1809.46,"body":"to put these into a book. And"},{"speaker":"DP Knudten","startTime":1806.16,"endTime":1809.46,"body":"I'm like, What's a book? Well, a"},{"speaker":"DP Knudten","startTime":1809.46,"endTime":1813.24,"body":"book in parlance of in a"},{"speaker":"DP Knudten","startTime":1809.46,"endTime":1813.24,"body":"creative department is a"},{"speaker":"DP Knudten","startTime":1813.24,"endTime":1817.77,"body":"demonstration of your ideas and"},{"speaker":"DP Knudten","startTime":1813.24,"endTime":1817.77,"body":"your copy. So I wrote radio"},{"speaker":"DP Knudten","startTime":1817.77,"endTime":1821.16,"body":"scripts, I did TV ads, I did"},{"speaker":"DP Knudten","startTime":1817.77,"endTime":1821.16,"body":"outdoor boards, and I wrote"},{"speaker":"DP Knudten","startTime":1821.16,"endTime":1824.82,"body":"them, I had no friends who did"},{"speaker":"DP Knudten","startTime":1821.16,"endTime":1824.82,"body":"art, it was strictly a written"},{"speaker":"DP Knudten","startTime":1824.82,"endTime":1829.89,"body":"description. And then the actual"},{"speaker":"DP Knudten","startTime":1824.82,"endTime":1829.89,"body":"copy itself. This guy, Jim"},{"speaker":"DP Knudten","startTime":1829.89,"endTime":1834.63,"body":"Glenn, I would not have a"},{"speaker":"DP Knudten","startTime":1829.89,"endTime":1834.63,"body":"career, had he not answered my"},{"speaker":"DP Knudten","startTime":1834.72,"endTime":1838.32,"body":"shot in the dark query. And"},{"speaker":"DP Knudten","startTime":1834.72,"endTime":1838.32,"body":"that's what I want to point out"},{"speaker":"DP Knudten","startTime":1838.32,"endTime":1843.87,"body":"to your listeners. I got rid of"},{"speaker":"DP Knudten","startTime":1838.32,"endTime":1843.87,"body":"the basket over my myself and"},{"speaker":"DP Knudten","startTime":1843.87,"endTime":1847.2,"body":"said, You know what, I'm gonna"},{"speaker":"DP Knudten","startTime":1843.87,"endTime":1847.2,"body":"take a shot. This is way out of"},{"speaker":"DP Knudten","startTime":1847.2,"endTime":1851.7,"body":"my comfort zone. But I got to"},{"speaker":"DP Knudten","startTime":1847.2,"endTime":1851.7,"body":"try. And I took the shot. I"},{"speaker":"DP Knudten","startTime":1851.7,"endTime":1857.25,"body":"asked, and he answered, Yes. And"},{"speaker":"DP Knudten","startTime":1851.7,"endTime":1857.25,"body":"that's the key thing for your"},{"speaker":"DP Knudten","startTime":1857.25,"endTime":1862.86,"body":"listeners to take away today."},{"speaker":"DP Knudten","startTime":1857.25,"endTime":1862.86,"body":"You don't get if you don't ask."},{"speaker":"DP Knudten","startTime":1862.98,"endTime":1868.5,"body":"They can say no. But what if"},{"speaker":"DP Knudten","startTime":1862.98,"endTime":1868.5,"body":"they say yes. And that's the"},{"speaker":"DP Knudten","startTime":1868.5,"endTime":1872.43,"body":"key. You don't get if you don't"},{"speaker":"DP Knudten","startTime":1868.5,"endTime":1872.43,"body":"ask. Get out there and start"},{"speaker":"DP Knudten","startTime":1872.43,"endTime":1876.57,"body":"asking, but make sure you know"},{"speaker":"DP Knudten","startTime":1872.43,"endTime":1876.57,"body":"what you're asking. You know,"},{"speaker":"DP Knudten","startTime":1876.57,"endTime":1879.51,"body":"when it comes to building a"},{"speaker":"DP Knudten","startTime":1876.57,"endTime":1879.51,"body":"personal brand, you're telling"},{"speaker":"DP Knudten","startTime":1879.51,"endTime":1884.1,"body":"people this is what I am, this"},{"speaker":"DP Knudten","startTime":1879.51,"endTime":1884.1,"body":"is who I am. A big part of it is"},{"speaker":"DP Knudten","startTime":1884.13,"endTime":1887.7,"body":"asking other people who know"},{"speaker":"DP Knudten","startTime":1884.13,"endTime":1887.7,"body":"you. This is what I think the"},{"speaker":"DP Knudten","startTime":1887.7,"endTime":1891.66,"body":"core of who I am is, what do you"},{"speaker":"DP Knudten","startTime":1887.7,"endTime":1891.66,"body":"think? Or even better yet an"},{"speaker":"DP Knudten","startTime":1891.66,"endTime":1895.86,"body":"open ended question of, of all"},{"speaker":"DP Knudten","startTime":1891.66,"endTime":1895.86,"body":"the things I do, what do you"},{"speaker":"DP Knudten","startTime":1895.86,"endTime":1900.51,"body":"value the most? Your friends,"},{"speaker":"DP Knudten","startTime":1895.86,"endTime":1900.51,"body":"your relations, the people who"},{"speaker":"DP Knudten","startTime":1900.51,"endTime":1905.01,"body":"hire you, the people who don't"},{"speaker":"DP Knudten","startTime":1900.51,"endTime":1905.01,"body":"choose you, will answer you in a"},{"speaker":"DP Knudten","startTime":1905.01,"endTime":1908.85,"body":"way that gives you valuable"},{"speaker":"DP Knudten","startTime":1905.01,"endTime":1908.85,"body":"information. The thing I learned"},{"speaker":"DP Knudten","startTime":1908.85,"endTime":1911.76,"body":"about myself was when I asked"},{"speaker":"DP Knudten","startTime":1908.85,"endTime":1911.76,"body":"that question of other people,"},{"speaker":"DP Knudten","startTime":1911.76,"endTime":1915.09,"body":"they said, Yeah, yeah, you're a"},{"speaker":"DP Knudten","startTime":1911.76,"endTime":1915.09,"body":"good writer. You're a funny guy,"},{"speaker":"DP Knudten","startTime":1915.21,"endTime":1918.66,"body":"you're really entertaining. But"},{"speaker":"DP Knudten","startTime":1915.21,"endTime":1918.66,"body":"what I really like about you is"},{"speaker":"DP Knudten","startTime":1918.66,"endTime":1922.53,"body":"your ability to make me think."},{"speaker":"DP Knudten","startTime":1918.66,"endTime":1922.53,"body":"And I'm like, Well, what does"},{"speaker":"DP Knudten","startTime":1922.53,"endTime":1925.86,"body":"that mean? I started thinking"},{"speaker":"DP Knudten","startTime":1922.53,"endTime":1925.86,"body":"about that. And all of a sudden,"},{"speaker":"DP Knudten","startTime":1925.89,"endTime":1929.04,"body":"the word provocative came to"},{"speaker":"DP Knudten","startTime":1925.89,"endTime":1929.04,"body":"mind because I have a concept"},{"speaker":"DP Knudten","startTime":1929.04,"endTime":1931.5,"body":"that I write about in the book"},{"speaker":"DP Knudten","startTime":1929.04,"endTime":1931.5,"body":"called The Key 3. What are the 3"},{"speaker":"DP Knudten","startTime":1931.5,"endTime":1935.22,"body":"concepts, principles or phrases"},{"speaker":"DP Knudten","startTime":1931.5,"endTime":1935.22,"body":"that truly sum up the truth of"},{"speaker":"DP Knudten","startTime":1935.22,"endTime":1938.25,"body":"who you are, what you do and how"},{"speaker":"DP Knudten","startTime":1935.22,"endTime":1938.25,"body":"you do it. I had already figured"},{"speaker":"DP Knudten","startTime":1938.25,"endTime":1940.98,"body":"out I'm creative, I've got to be"},{"speaker":"DP Knudten","startTime":1938.25,"endTime":1940.98,"body":"on the creative side of the"},{"speaker":"DP Knudten","startTime":1940.98,"endTime":1945.96,"body":"fence. I, unlike you, I'm not"},{"speaker":"DP Knudten","startTime":1940.98,"endTime":1945.96,"body":"operational. I am strategic"},{"speaker":"DP Knudten","startTime":1945.99,"endTime":1949.26,"body":"creatively, but I'm not"},{"speaker":"DP Knudten","startTime":1945.99,"endTime":1949.26,"body":"operational and executional."},{"speaker":"DP Knudten","startTime":1949.26,"endTime":1951.21,"body":"Sorry, that's not my wheelhouse,"},{"speaker":"DP Knudten","startTime":1949.26,"endTime":1951.21,"body":"right?"},{"speaker":"Darrell Evans","startTime":1951.27,"endTime":1951.57,"body":"Right."},{"speaker":"DP Knudten","startTime":1951.6,"endTime":1953.79,"body":"The other thing I do"},{"speaker":"DP Knudten","startTime":1951.6,"endTime":1953.79,"body":"is I collaborate, I'm"},{"speaker":"DP Knudten","startTime":1953.79,"endTime":1957.63,"body":"collaborative. I have to work"},{"speaker":"DP Knudten","startTime":1953.79,"endTime":1957.63,"body":"with other people. I have to"},{"speaker":"DP Knudten","startTime":1957.63,"endTime":1960.84,"body":"understand what they need to"},{"speaker":"DP Knudten","startTime":1957.63,"endTime":1960.84,"body":"say. I, you know, this is not me"},{"speaker":"DP Knudten","startTime":1960.84,"endTime":1964.98,"body":"being a poet up in a castle"},{"speaker":"DP Knudten","startTime":1960.84,"endTime":1964.98,"body":"garrett somewhere writing poetry"},{"speaker":"DP Knudten","startTime":1964.98,"endTime":1967.62,"body":"for no one to hear. I'm writing"},{"speaker":"DP Knudten","startTime":1964.98,"endTime":1967.62,"body":"copy that's supposed to put"},{"speaker":"DP Knudten","startTime":1967.62,"endTime":1970.95,"body":"butts in seats and dollars in"},{"speaker":"DP Knudten","startTime":1967.62,"endTime":1970.95,"body":"tills, you know?"},{"speaker":"Darrell Evans","startTime":1970.95,"endTime":1971.28,"body":"Right."},{"speaker":"DP Knudten","startTime":1971.0,"endTime":1973.31,"body":"I have to work with"},{"speaker":"DP Knudten","startTime":1971.0,"endTime":1973.31,"body":"other people to tell their"},{"speaker":"DP Knudten","startTime":1973.31,"endTime":1979.25,"body":"stories. But that third one, the"},{"speaker":"DP Knudten","startTime":1973.31,"endTime":1979.25,"body":"hard one was given to me, not by"},{"speaker":"DP Knudten","startTime":1979.25,"endTime":1983.96,"body":"me thinking about it, but by me"},{"speaker":"DP Knudten","startTime":1979.25,"endTime":1983.96,"body":"asking other people. Of all the"},{"speaker":"DP Knudten","startTime":1983.96,"endTime":1989.21,"body":"things I do that you like, what"},{"speaker":"DP Knudten","startTime":1983.96,"endTime":1989.21,"body":"do you find most valuable? And"},{"speaker":"DP Knudten","startTime":1989.21,"endTime":1993.26,"body":"more than one person said, you"},{"speaker":"DP Knudten","startTime":1989.21,"endTime":1993.26,"body":"make me think. I turned that"},{"speaker":"DP Knudten","startTime":1993.26,"endTime":1996.23,"body":"into the word provocative,"},{"speaker":"DP Knudten","startTime":1993.26,"endTime":1996.23,"body":"because I wanted all"},{"speaker":"DP Knudten","startTime":1996.26,"endTime":1999.68,"body":"collaborative, creative,"},{"speaker":"DP Knudten","startTime":1996.26,"endTime":1999.68,"body":"provocative, boom. By the way, I"},{"speaker":"DP Knudten","startTime":1999.68,"endTime":2002.38,"body":"can say those words, because I"},{"speaker":"DP Knudten","startTime":1999.68,"endTime":2002.38,"body":"figured out what those words"},{"speaker":"DP Knudten","startTime":2002.38,"endTime":2006.43,"body":"are. And now I can prove those"},{"speaker":"DP Knudten","startTime":2002.38,"endTime":2006.43,"body":"in action every single day."},{"speaker":"Darrell Evans","startTime":2007.03,"endTime":2009.49,"body":"I love the"},{"speaker":"Darrell Evans","startTime":2007.03,"endTime":2009.49,"body":"exercise, tell our listening"},{"speaker":"Darrell Evans","startTime":2009.49,"endTime":2012.85,"body":"audience how they should perform"},{"speaker":"Darrell Evans","startTime":2009.49,"endTime":2012.85,"body":"that exercise? Should they post"},{"speaker":"Darrell Evans","startTime":2012.85,"endTime":2015.43,"body":"that on their LinkedIn profile"},{"speaker":"Darrell Evans","startTime":2012.85,"endTime":2015.43,"body":"for the followers there? Should"},{"speaker":"Darrell Evans","startTime":2015.43,"endTime":2017.65,"body":"they send it out to their email?"},{"speaker":"Darrell Evans","startTime":2015.43,"endTime":2017.65,"body":"Should they make one-on-one"},{"speaker":"Darrell Evans","startTime":2017.65,"endTime":2018.55,"body":"phone calls?"},{"speaker":"DP Knudten","startTime":2019.0,"endTime":2021.58,"body":"Well, any of those"},{"speaker":"DP Knudten","startTime":2019.0,"endTime":2021.58,"body":"things are great. But I would"},{"speaker":"DP Knudten","startTime":2021.58,"endTime":2024.28,"body":"start with, one of the things I"},{"speaker":"DP Knudten","startTime":2021.58,"endTime":2024.28,"body":"wanted to offer your listeners"},{"speaker":"DP Knudten","startTime":2024.58,"endTime":2027.55,"body":"was some downloadable PDFs. If"},{"speaker":"DP Knudten","startTime":2024.58,"endTime":2027.55,"body":"you go to"},{"speaker":"DP Knudten","startTime":2027.58,"endTime":2033.16,"body":"nonfictionbrand.com/gift,"},{"speaker":"DP Knudten","startTime":2027.58,"endTime":2033.16,"body":"g-i-f-t, you can download three"},{"speaker":"DP Knudten","startTime":2033.16,"endTime":2035.74,"body":"absolutely free, you don't even"},{"speaker":"DP Knudten","startTime":2033.16,"endTime":2035.74,"body":"have to sign up for my email"},{"speaker":"DP Knudten","startTime":2035.74,"endTime":2039.25,"body":"list, which frankly, I never"},{"speaker":"DP Knudten","startTime":2035.74,"endTime":2039.25,"body":"send anything to. Just download"},{"speaker":"DP Knudten","startTime":2039.25,"endTime":2042.64,"body":"those things. One of them is a"},{"speaker":"DP Knudten","startTime":2039.25,"endTime":2042.64,"body":"worksheet that's all about"},{"speaker":"DP Knudten","startTime":2042.73,"endTime":2046.99,"body":"figuring out what your key three"},{"speaker":"DP Knudten","startTime":2042.73,"endTime":2046.99,"body":"aspects are, your concepts. And"},{"speaker":"DP Knudten","startTime":2047.02,"endTime":2050.2,"body":"it'll ask you some very simple"},{"speaker":"DP Knudten","startTime":2047.02,"endTime":2050.2,"body":"but hopefully provocative"},{"speaker":"DP Knudten","startTime":2050.2,"endTime":2054.76,"body":"questions, one of which is, what"},{"speaker":"DP Knudten","startTime":2050.2,"endTime":2054.76,"body":"thing that is perfectly legal"},{"speaker":"DP Knudten","startTime":2054.76,"endTime":2059.38,"body":"within your sphere of influence"},{"speaker":"DP Knudten","startTime":2054.76,"endTime":2059.38,"body":"or human endeavor, will you"},{"speaker":"DP Knudten","startTime":2059.38,"endTime":2064.15,"body":"absolutely not do? Why ask that"},{"speaker":"DP Knudten","startTime":2059.38,"endTime":2064.15,"body":"question? Because what you don't"},{"speaker":"DP Knudten","startTime":2064.18,"endTime":2068.08,"body":"do, won't do, defines you as"},{"speaker":"DP Knudten","startTime":2064.18,"endTime":2068.08,"body":"much as the things you do do."},{"speaker":"Darrell Evans","startTime":2068.11,"endTime":2068.35,"body":"Wow."},{"speaker":"DP Knudten","startTime":2068.33,"endTime":2071.03,"body":"So what does that"},{"speaker":"DP Knudten","startTime":2068.33,"endTime":2071.03,"body":"even mean? I work in"},{"speaker":"DP Knudten","startTime":2071.03,"endTime":2075.35,"body":"advertising. I won't work on"},{"speaker":"DP Knudten","startTime":2071.03,"endTime":2075.35,"body":"tobacco. Why? You figure it out."},{"speaker":"DP Knudten","startTime":2075.95,"endTime":2077.9,"body":"But that's definitive about me."},{"speaker":"Darrell Evans","startTime":2078.14,"endTime":2078.5,"body":"Yeah."},{"speaker":"DP Knudten","startTime":2078.62,"endTime":2081.11,"body":"That's important to"},{"speaker":"DP Knudten","startTime":2078.62,"endTime":2081.11,"body":"know. Doing that kind of"},{"speaker":"DP Knudten","startTime":2081.11,"endTime":2083.81,"body":"negative research about"},{"speaker":"DP Knudten","startTime":2081.11,"endTime":2083.81,"body":"yourself, the things you won't"},{"speaker":"DP Knudten","startTime":2083.81,"endTime":2085.52,"body":"do, is very valuable."},{"speaker":"Darrell Evans","startTime":2085.55,"endTime":2087.2,"body":"I call them non"},{"speaker":"Darrell Evans","startTime":2085.55,"endTime":2087.2,"body":"negotiable values."},{"speaker":"DP Knudten","startTime":2087.26,"endTime":2089.69,"body":"Exactly. Non"},{"speaker":"DP Knudten","startTime":2087.26,"endTime":2089.69,"body":"negotiable values."},{"speaker":"Darrell Evans","startTime":2089.96,"endTime":2091.76,"body":"I talk a lot"},{"speaker":"Darrell Evans","startTime":2089.96,"endTime":2091.76,"body":"about it. Like there are certain"},{"speaker":"Darrell Evans","startTime":2091.76,"endTime":2095.03,"body":"things that you have in your DNA"},{"speaker":"Darrell Evans","startTime":2091.76,"endTime":2095.03,"body":"and in your character that it"},{"speaker":"Darrell Evans","startTime":2095.03,"endTime":2097.28,"body":"doesn't matter what the money"},{"speaker":"Darrell Evans","startTime":2095.03,"endTime":2097.28,"body":"opportunity is."},{"speaker":"DP Knudten","startTime":2097.45,"endTime":2100.57,"body":"Oh, let me give you"},{"speaker":"DP Knudten","startTime":2097.45,"endTime":2100.57,"body":"an example of that, I just heard"},{"speaker":"DP Knudten","startTime":2100.57,"endTime":2104.05,"body":"today. Now, if you're paying"},{"speaker":"DP Knudten","startTime":2100.57,"endTime":2104.05,"body":"attention, and you like golf or"},{"speaker":"DP Knudten","startTime":2104.08,"endTime":2107.74,"body":"sports, you'll know that the"},{"speaker":"DP Knudten","startTime":2104.08,"endTime":2107.74,"body":"Saudis are starting up a rival"},{"speaker":"DP Knudten","startTime":2107.74,"endTime":2111.43,"body":"PGA Professional Golfers"},{"speaker":"DP Knudten","startTime":2107.74,"endTime":2111.43,"body":"Association. And they're trying"},{"speaker":"DP Knudten","startTime":2111.43,"endTime":2116.26,"body":"to get all the top shelf golfers"},{"speaker":"DP Knudten","startTime":2111.43,"endTime":2116.26,"body":"to play exclusively in their"},{"speaker":"DP Knudten","startTime":2116.26,"endTime":2120.1,"body":"separate thing. So Dustin"},{"speaker":"DP Knudten","startTime":2116.26,"endTime":2120.1,"body":"Johnson, I think is his name."},{"speaker":"DP Knudten","startTime":2120.28,"endTime":2124.18,"body":"They're paying him $75 million."},{"speaker":"DP Knudten","startTime":2120.28,"endTime":2124.18,"body":"He's just announced he's going"},{"speaker":"DP Knudten","startTime":2124.18,"endTime":2128.41,"body":"to play at the Saudi Arabian"},{"speaker":"DP Knudten","startTime":2124.18,"endTime":2128.41,"body":"Golf League that takes place in"},{"speaker":"DP Knudten","startTime":2128.41,"endTime":2131.92,"body":"Europe and all that stuff. The"},{"speaker":"DP Knudten","startTime":2128.41,"endTime":2131.92,"body":"word on the street is that Tiger"},{"speaker":"DP Knudten","startTime":2131.92,"endTime":2137.62,"body":"Woods was offered, not 75"},{"speaker":"DP Knudten","startTime":2131.92,"endTime":2137.62,"body":"million, but over a billion"},{"speaker":"DP Knudten","startTime":2137.74,"endTime":2144.4,"body":"dollars to come play in that"},{"speaker":"DP Knudten","startTime":2137.74,"endTime":2144.4,"body":"league. Tiger said no. Phil"},{"speaker":"DP Knudten","startTime":2144.4,"endTime":2148.72,"body":"Mickelson said in a comment that"},{"speaker":"DP Knudten","startTime":2144.4,"endTime":2148.72,"body":"he has since rescinded or you"},{"speaker":"DP Knudten","startTime":2148.72,"endTime":2153.76,"body":"know, apologized for, that the"},{"speaker":"DP Knudten","startTime":2148.72,"endTime":2153.76,"body":"Saudis are really tough, they've"},{"speaker":"DP Knudten","startTime":2153.79,"endTime":2157.87,"body":"killed Jamal Khashoggi blah,"},{"speaker":"DP Knudten","startTime":2153.79,"endTime":2157.87,"body":"blah, blah, blah. But"},{"speaker":"DP Knudten","startTime":2157.87,"endTime":2160.45,"body":"essentially, but I'll take their"},{"speaker":"DP Knudten","startTime":2157.87,"endTime":2160.45,"body":"money. Who's got the better"},{"speaker":"DP Knudten","startTime":2160.45,"endTime":2165.64,"body":"brand? In that situation? Tiger"},{"speaker":"DP Knudten","startTime":2160.45,"endTime":2165.64,"body":"Woods is saying, there's a line"},{"speaker":"DP Knudten","startTime":2165.64,"endTime":2168.28,"body":"I won't cross. And that's the"},{"speaker":"DP Knudten","startTime":2165.64,"endTime":2168.28,"body":"line. I respect that."},{"speaker":"Darrell Evans","startTime":2168.46,"endTime":2171.07,"body":"Yeah. And I think"},{"speaker":"Darrell Evans","startTime":2168.46,"endTime":2171.07,"body":"Dustin made a decision too, and,"},{"speaker":"Darrell Evans","startTime":2171.07,"endTime":2173.38,"body":"and, you know, we could argue"},{"speaker":"Darrell Evans","startTime":2171.07,"endTime":2173.38,"body":"that he's got a brand and he's"},{"speaker":"Darrell Evans","startTime":2173.38,"endTime":2174.52,"body":"sticking by his brand, and . . ."},{"speaker":"DP Knudten","startTime":2174.61,"endTime":2176.77,"body":"That's right. But"},{"speaker":"DP Knudten","startTime":2174.61,"endTime":2176.77,"body":"the whole point is, you have to"},{"speaker":"DP Knudten","startTime":2176.77,"endTime":2177.58,"body":"make the decision."},{"speaker":"Darrell Evans","startTime":2177.61,"endTime":2178.9,"body":"Yeah. Make a"},{"speaker":"Darrell Evans","startTime":2177.61,"endTime":2178.9,"body":"decision."},{"speaker":"DP Knudten","startTime":2178.9,"endTime":2181.54,"body":"Brands make"},{"speaker":"DP Knudten","startTime":2178.9,"endTime":2181.54,"body":"decisions. And by the way, the"},{"speaker":"DP Knudten","startTime":2181.54,"endTime":2184.45,"body":"most powerful thing that"},{"speaker":"DP Knudten","startTime":2181.54,"endTime":2184.45,"body":"branding allows you to do,"},{"speaker":"DP Knudten","startTime":2184.48,"endTime":2187.69,"body":"whether you're a company, a"},{"speaker":"DP Knudten","startTime":2184.48,"endTime":2187.69,"body":"service provider, or an"},{"speaker":"DP Knudten","startTime":2187.69,"endTime":2192.04,"body":"individual, it gives you the"},{"speaker":"DP Knudten","startTime":2187.69,"endTime":2192.04,"body":"ability to say no. The most"},{"speaker":"DP Knudten","startTime":2192.04,"endTime":2196.96,"body":"powerful word in advertising and"},{"speaker":"DP Knudten","startTime":2192.04,"endTime":2196.96,"body":"branding is No, I won't do that."},{"speaker":"Darrell Evans","startTime":2197.26,"endTime":2199.78,"body":"100%. And it's"},{"speaker":"Darrell Evans","startTime":2197.26,"endTime":2199.78,"body":"not even just in advertising and"},{"speaker":"Darrell Evans","startTime":2199.78,"endTime":2202.96,"body":"branding, it's actually in"},{"speaker":"Darrell Evans","startTime":2199.78,"endTime":2202.96,"body":"sales. You know this as a"},{"speaker":"Darrell Evans","startTime":2202.96,"endTime":2206.5,"body":"copywriter as much as I do. I"},{"speaker":"Darrell Evans","startTime":2202.96,"endTime":2206.5,"body":"don't earn an income as a"},{"speaker":"Darrell Evans","startTime":2206.5,"endTime":2208.39,"body":"copywriter. But obviously, I've"},{"speaker":"Darrell Evans","startTime":2206.5,"endTime":2208.39,"body":"been a copywriter for a long"},{"speaker":"Darrell Evans","startTime":2208.39,"endTime":2210.43,"body":"time in the world of marketing,"},{"speaker":"Darrell Evans","startTime":2208.39,"endTime":2210.43,"body":"advertising and"},{"speaker":"Darrell Evans","startTime":2210.43,"endTime":2213.91,"body":"entrepreneurship. In marketing,"},{"speaker":"Darrell Evans","startTime":2210.43,"endTime":2213.91,"body":"we want to use things, words and"},{"speaker":"Darrell Evans","startTime":2213.91,"endTime":2216.88,"body":"phrases to attract as well as to"},{"speaker":"Darrell Evans","startTime":2213.91,"endTime":2216.88,"body":"propel . . ."},{"speaker":"DP Knudten","startTime":2216.88,"endTime":2217.03,"body":"Yes."},{"speaker":"Darrell Evans","startTime":2217.0,"endTime":2219.37,"body":". . . or push"},{"speaker":"Darrell Evans","startTime":2217.0,"endTime":2219.37,"body":"away. And that's part of the"},{"speaker":"Darrell Evans","startTime":2219.37,"endTime":2222.07,"body":"process, and that is saying no."},{"speaker":"Darrell Evans","startTime":2219.37,"endTime":2222.07,"body":"Who should we say yes to, who"},{"speaker":"Darrell Evans","startTime":2222.07,"endTime":2226.51,"body":"should we say no to. Time flies,"},{"speaker":"Darrell Evans","startTime":2222.07,"endTime":2226.51,"body":"when you really having a meaty"},{"speaker":"Darrell Evans","startTime":2226.51,"endTime":2229.24,"body":"conversation. I do have a couple"},{"speaker":"Darrell Evans","startTime":2226.51,"endTime":2229.24,"body":"other questions here before we"},{"speaker":"Darrell Evans","startTime":2229.24,"endTime":2232.6,"body":"wrap up. By the way, thank you"},{"speaker":"Darrell Evans","startTime":2229.24,"endTime":2232.6,"body":"for the gifts, say it again,"},{"speaker":"Darrell Evans","startTime":2232.6,"endTime":2234.88,"body":"nonfictionbrand.com forward"},{"speaker":"Darrell Evans","startTime":2232.6,"endTime":2234.88,"body":"slash gift."},{"speaker":"DP Knudten","startTime":2234.91,"endTime":2235.45,"body":"Correct."},{"speaker":"Darrell Evans","startTime":2235.51,"endTime":2237.64,"body":"And there's no"},{"speaker":"Darrell Evans","startTime":2235.51,"endTime":2237.64,"body":"opt in necessary for those of"},{"speaker":"Darrell Evans","startTime":2237.64,"endTime":2239.71,"body":"you on the other side of that,"},{"speaker":"Darrell Evans","startTime":2237.64,"endTime":2239.71,"body":"that means he's not asking you"},{"speaker":"Darrell Evans","startTime":2239.71,"endTime":2242.68,"body":"for your email. And he's not"},{"speaker":"Darrell Evans","startTime":2239.71,"endTime":2242.68,"body":"going to hound you with 18"},{"speaker":"Darrell Evans","startTime":2242.71,"endTime":2244.36,"body":"emails that try to get you to"},{"speaker":"Darrell Evans","startTime":2242.71,"endTime":2244.36,"body":"hire him."},{"speaker":"DP Knudten","startTime":2244.33,"endTime":2247.33,"body":"Right! Well,"},{"speaker":"DP Knudten","startTime":2244.33,"endTime":2247.33,"body":"actually, a pop up will come up"},{"speaker":"DP Knudten","startTime":2247.33,"endTime":2249.79,"body":"saying, want to join my email"},{"speaker":"DP Knudten","startTime":2247.33,"endTime":2249.79,"body":"list? You just ignore it."},{"speaker":"Darrell Evans","startTime":2249.85,"endTime":2250.45,"body":"It's optional."},{"speaker":"DP Knudten","startTime":2250.48,"endTime":2252.22,"body":"Yeah, it's"},{"speaker":"DP Knudten","startTime":2250.48,"endTime":2252.22,"body":"absolutely optional, and"},{"speaker":"DP Knudten","startTime":2252.22,"endTime":2254.95,"body":"frankly, I don't send anything,"},{"speaker":"DP Knudten","startTime":2252.22,"endTime":2254.95,"body":"so you're not going to get"},{"speaker":"DP Knudten","startTime":2254.95,"endTime":2256.99,"body":"anything from me except those"},{"speaker":"DP Knudten","startTime":2254.95,"endTime":2256.99,"body":"PDF gifts."},{"speaker":"Darrell Evans","startTime":2257.05,"endTime":2259.36,"body":"What DP is saying"},{"speaker":"Darrell Evans","startTime":2257.05,"endTime":2259.36,"body":"in his brand there is, I want to"},{"speaker":"Darrell Evans","startTime":2259.36,"endTime":2263.05,"body":"share some value. And if and"},{"speaker":"Darrell Evans","startTime":2259.36,"endTime":2263.05,"body":"only if, this other invitation"},{"speaker":"Darrell Evans","startTime":2263.05,"endTime":2266.23,"body":"makes sense, take it but you"},{"speaker":"Darrell Evans","startTime":2263.05,"endTime":2266.23,"body":"don't have to give me the email"},{"speaker":"Darrell Evans","startTime":2266.23,"endTime":2267.55,"body":"in order to get the value."},{"speaker":"DP Knudten","startTime":2267.73,"endTime":2268.15,"body":"Right."},{"speaker":"Darrell Evans","startTime":2268.33,"endTime":2271.06,"body":"Get it, got it."},{"speaker":"Darrell Evans","startTime":2268.33,"endTime":2271.06,"body":"For those of you listening."},{"speaker":"Darrell Evans","startTime":2271.6,"endTime":2274.27,"body":"Look, I understand the purpose"},{"speaker":"Darrell Evans","startTime":2271.6,"endTime":2274.27,"body":"of an opt-in page. I'm a big"},{"speaker":"Darrell Evans","startTime":2274.27,"endTime":2278.11,"body":"proponent of them. However,"},{"speaker":"Darrell Evans","startTime":2274.27,"endTime":2278.11,"body":"today, we're smarter humans than"},{"speaker":"Darrell Evans","startTime":2278.11,"endTime":2280.66,"body":"to think that the only way we're"},{"speaker":"Darrell Evans","startTime":2278.11,"endTime":2280.66,"body":"going to trade value is by"},{"speaker":"Darrell Evans","startTime":2280.66,"endTime":2283.12,"body":"putting it behind an email opt"},{"speaker":"Darrell Evans","startTime":2280.66,"endTime":2283.12,"body":"in list. And so if you've come"},{"speaker":"Darrell Evans","startTime":2283.12,"endTime":2285.73,"body":"into my world, I'm going to tell"},{"speaker":"Darrell Evans","startTime":2283.12,"endTime":2285.73,"body":"you to do far more content"},{"speaker":"Darrell Evans","startTime":2285.73,"endTime":2289.12,"body":"giveaway with no opt in. And if"},{"speaker":"Darrell Evans","startTime":2285.73,"endTime":2289.12,"body":"and only if they venture to a"},{"speaker":"Darrell Evans","startTime":2289.12,"endTime":2292.03,"body":"certain place in your world,"},{"speaker":"Darrell Evans","startTime":2289.12,"endTime":2292.03,"body":"should they then be asked to put"},{"speaker":"Darrell Evans","startTime":2292.03,"endTime":2294.55,"body":"an email in. So DP, I don't want"},{"speaker":"Darrell Evans","startTime":2292.03,"endTime":2294.55,"body":"to dovetail because that's a"},{"speaker":"Darrell Evans","startTime":2294.55,"endTime":2297.34,"body":"totally different conversation"},{"speaker":"Darrell Evans","startTime":2294.55,"endTime":2297.34,"body":"about conversion, which a lot of"},{"speaker":"Darrell Evans","startTime":2297.34,"endTime":2300.34,"body":"my people hear me talk about,"},{"speaker":"Darrell Evans","startTime":2297.34,"endTime":2300.34,"body":"but I want to ask you a quick"},{"speaker":"Darrell Evans","startTime":2300.4,"endTime":2303.49,"body":"wrap up. I want to put you on"},{"speaker":"Darrell Evans","startTime":2300.4,"endTime":2303.49,"body":"sort of a hot seat. Three big"},{"speaker":"Darrell Evans","startTime":2303.49,"endTime":2307.87,"body":"mistakes that people are making,"},{"speaker":"Darrell Evans","startTime":2303.49,"endTime":2307.87,"body":"as it relates to personal"},{"speaker":"Darrell Evans","startTime":2307.87,"endTime":2310.9,"body":"branding. Maybe we've touched on"},{"speaker":"Darrell Evans","startTime":2307.87,"endTime":2310.9,"body":"a couple of them, maybe we"},{"speaker":"Darrell Evans","startTime":2310.9,"endTime":2313.21,"body":"haven't, but three big mistakes,"},{"speaker":"Darrell Evans","startTime":2310.9,"endTime":2313.21,"body":"you would want them to say,"},{"speaker":"Darrell Evans","startTime":2313.21,"endTime":2316.27,"body":"listen, if you're doing this,"},{"speaker":"Darrell Evans","startTime":2313.21,"endTime":2316.27,"body":"let's stop. I know you've"},{"speaker":"Darrell Evans","startTime":2316.27,"endTime":2319.09,"body":"mentioned a couple but just a"},{"speaker":"Darrell Evans","startTime":2316.27,"endTime":2319.09,"body":"quick hot seat summary, three"},{"speaker":"Darrell Evans","startTime":2319.09,"endTime":2321.79,"body":"big mistakes that they need to"},{"speaker":"Darrell Evans","startTime":2319.09,"endTime":2321.79,"body":"stop doing with their personal"},{"speaker":"Darrell Evans","startTime":2321.79,"endTime":2324.76,"body":"brand that's just holding them"},{"speaker":"Darrell Evans","startTime":2321.79,"endTime":2324.76,"body":"back, keeping them from really"},{"speaker":"Darrell Evans","startTime":2324.76,"endTime":2329.74,"body":"getting the due value for their"},{"speaker":"Darrell Evans","startTime":2324.76,"endTime":2329.74,"body":"expertise. What say you to those"},{"speaker":"Darrell Evans","startTime":2329.74,"endTime":2330.88,"body":"three big mistakes?"},{"speaker":"DP Knudten","startTime":2331.44,"endTime":2335.28,"body":"Number one, letting"},{"speaker":"DP Knudten","startTime":2331.44,"endTime":2335.28,"body":"other people's examples stop you"},{"speaker":"DP Knudten","startTime":2335.28,"endTime":2338.88,"body":"from starting today. All my"},{"speaker":"DP Knudten","startTime":2335.28,"endTime":2338.88,"body":"answers actually have to do with"},{"speaker":"DP Knudten","startTime":2338.91,"endTime":2342.96,"body":"others. Letting someone else's"},{"speaker":"DP Knudten","startTime":2338.91,"endTime":2342.96,"body":"example stop you because they're"},{"speaker":"DP Knudten","startTime":2342.96,"endTime":2348.24,"body":"doing it so much better. Copying"},{"speaker":"DP Knudten","startTime":2342.96,"endTime":2348.24,"body":"someone else, you know, you see"},{"speaker":"DP Knudten","startTime":2348.24,"endTime":2350.73,"body":"it on Tik Tok all the time where"},{"speaker":"DP Knudten","startTime":2348.24,"endTime":2350.73,"body":"people are ripping off other"},{"speaker":"DP Knudten","startTime":2350.73,"endTime":2354.93,"body":"people's content, hoping to be"},{"speaker":"DP Knudten","startTime":2350.73,"endTime":2354.93,"body":"that other person. It's like no,"},{"speaker":"DP Knudten","startTime":2354.93,"endTime":2359.19,"body":"be your own person, be true to"},{"speaker":"DP Knudten","startTime":2354.93,"endTime":2359.19,"body":"who you actually are. And the"},{"speaker":"DP Knudten","startTime":2359.19,"endTime":2364.08,"body":"other thing would be relying on"},{"speaker":"DP Knudten","startTime":2359.19,"endTime":2364.08,"body":"your own thoughts about yourself"},{"speaker":"DP Knudten","startTime":2364.08,"endTime":2369.03,"body":"when developing your personal"},{"speaker":"DP Knudten","startTime":2364.08,"endTime":2369.03,"body":"brand. It's more important that"},{"speaker":"DP Knudten","startTime":2369.03,"endTime":2372.9,"body":"you have deep conversations with"},{"speaker":"DP Knudten","startTime":2369.03,"endTime":2372.9,"body":"the people you know, you love"},{"speaker":"DP Knudten","startTime":2372.96,"endTime":2377.31,"body":"and you serve so that you can"},{"speaker":"DP Knudten","startTime":2372.96,"endTime":2377.31,"body":"get past the, well I think I'm a"},{"speaker":"DP Knudten","startTime":2377.31,"endTime":2379.98,"body":"pretty good writer and they go"},{"speaker":"DP Knudten","startTime":2377.31,"endTime":2379.98,"body":"yeah, you're fine, writing's"},{"speaker":"DP Knudten","startTime":2380.01,"endTime":2384.66,"body":"that's fine, but the thing I"},{"speaker":"DP Knudten","startTime":2380.01,"endTime":2384.66,"body":"like about you is the thing you"},{"speaker":"DP Knudten","startTime":2384.66,"endTime":2390.21,"body":"deliver every day, the things"},{"speaker":"DP Knudten","startTime":2384.66,"endTime":2390.21,"body":"you stand for, oftentimes and I"},{"speaker":"DP Knudten","startTime":2390.21,"endTime":2395.16,"body":"like to put it this way, the YOU"},{"speaker":"DP Knudten","startTime":2390.21,"endTime":2395.16,"body":"you think you are is but a"},{"speaker":"DP Knudten","startTime":2395.16,"endTime":2399.27,"body":"portion of the YOU you actually"},{"speaker":"DP Knudten","startTime":2395.16,"endTime":2399.27,"body":"are in the eyes of the people"},{"speaker":"DP Knudten","startTime":2399.27,"endTime":2404.58,"body":"you know, love and serve. Bring"},{"speaker":"DP Knudten","startTime":2399.27,"endTime":2404.58,"body":"them into the conversation."},{"speaker":"Darrell Evans","startTime":2404.61,"endTime":2404.97,"body":"Wow."},{"speaker":"DP Knudten","startTime":2405.0,"endTime":2407.91,"body":"Because they are the"},{"speaker":"DP Knudten","startTime":2405.0,"endTime":2407.91,"body":"ones who will be the perfect BS"},{"speaker":"DP Knudten","startTime":2407.91,"endTime":2410.97,"body":"detector about you. They'll say,"},{"speaker":"DP Knudten","startTime":2407.91,"endTime":2410.97,"body":"yeah, yeah, yeah, you're fine at"},{"speaker":"DP Knudten","startTime":2410.97,"endTime":2415.86,"body":"that. But you know, the thing"},{"speaker":"DP Knudten","startTime":2410.97,"endTime":2415.86,"body":"you're really great at is this."},{"speaker":"Darrell Evans","startTime":2416.25,"endTime":2416.67,"body":"I love it."},{"speaker":"DP Knudten","startTime":2416.7,"endTime":2419.1,"body":"That's where you"},{"speaker":"DP Knudten","startTime":2416.7,"endTime":2419.1,"body":"build your brand. The truth of"},{"speaker":"DP Knudten","startTime":2419.1,"endTime":2421.17,"body":"who you are, what you do and how"},{"speaker":"DP Knudten","startTime":2419.1,"endTime":2421.17,"body":"you do it."},{"speaker":"Darrell Evans","startTime":2421.36,"endTime":2424.06,"body":"Man, DP. Hey,"},{"speaker":"Darrell Evans","startTime":2421.36,"endTime":2424.06,"body":"everyone listening, you have"},{"speaker":"Darrell Evans","startTime":2424.06,"endTime":2428.17,"body":"been listening to my guy DP"},{"speaker":"Darrell Evans","startTime":2424.06,"endTime":2428.17,"body":"Knudten, listen Nonfiction"},{"speaker":"Darrell Evans","startTime":2428.17,"endTime":2431.83,"body":"Brand. It's out. It's"},{"speaker":"Darrell Evans","startTime":2428.17,"endTime":2431.83,"body":"everywhere. Discover, craft and"},{"speaker":"Darrell Evans","startTime":2431.83,"endTime":2437.02,"body":"communicate the completely true,"},{"speaker":"Darrell Evans","startTime":2431.83,"endTime":2437.02,"body":"completely you, brand that you"},{"speaker":"Darrell Evans","startTime":2437.02,"endTime":2441.34,"body":"already are. He's got a copy of"},{"speaker":"Darrell Evans","startTime":2437.02,"endTime":2441.34,"body":"it on the screen. DP where else"},{"speaker":"Darrell Evans","startTime":2441.34,"endTime":2443.71,"body":"can people find you? Thank you"},{"speaker":"Darrell Evans","startTime":2441.34,"endTime":2443.71,"body":"again for that generous gift"},{"speaker":"Darrell Evans","startTime":2443.71,"endTime":2448.24,"body":"over at nonfictionbrand.com"},{"speaker":"Darrell Evans","startTime":2443.71,"endTime":2448.24,"body":"forward slash gift, three PDFs,"},{"speaker":"Darrell Evans","startTime":2448.27,"endTime":2451.63,"body":"worksheets to help you think"},{"speaker":"Darrell Evans","startTime":2448.27,"endTime":2451.63,"body":"through and process. Certainly"},{"speaker":"Darrell Evans","startTime":2451.63,"endTime":2454.69,"body":"pick up the book as well. Tons"},{"speaker":"Darrell Evans","startTime":2451.63,"endTime":2454.69,"body":"of tremendous examples of"},{"speaker":"Darrell Evans","startTime":2454.69,"endTime":2458.32,"body":"personal brands. DP asks, what"},{"speaker":"Darrell Evans","startTime":2454.69,"endTime":2458.32,"body":"is it? 30 or 40 of your friends?"},{"speaker":"DP Knudten","startTime":2458.71,"endTime":2462.28,"body":"It is I think, a"},{"speaker":"DP Knudten","startTime":2458.71,"endTime":2462.28,"body":"total of 28 people that I'm"},{"speaker":"DP Knudten","startTime":2462.43,"endTime":2464.5,"body":"close to and totally respect."},{"speaker":"Darrell Evans","startTime":2464.5,"endTime":2464.8,"body":"Yep."},{"speaker":"DP Knudten","startTime":2464.86,"endTime":2467.32,"body":"You know, they"},{"speaker":"DP Knudten","startTime":2464.86,"endTime":2467.32,"body":"brought their A game, if you"},{"speaker":"DP Knudten","startTime":2467.32,"endTime":2467.77,"body":"will."},{"speaker":"Darrell Evans","startTime":2468.04,"endTime":2470.35,"body":"Real life case"},{"speaker":"Darrell Evans","startTime":2468.04,"endTime":2470.35,"body":"studies in the book. So listen,"},{"speaker":"Darrell Evans","startTime":2470.35,"endTime":2473.35,"body":"get the book, go through DPs"},{"speaker":"Darrell Evans","startTime":2470.35,"endTime":2473.35,"body":"thinking and then get it from"},{"speaker":"Darrell Evans","startTime":2473.35,"endTime":2476.26,"body":"the people that he's associated"},{"speaker":"Darrell Evans","startTime":2473.35,"endTime":2476.26,"body":"with. It just going to help you"},{"speaker":"Darrell Evans","startTime":2476.26,"endTime":2479.29,"body":"go. And I know for me, it's just"},{"speaker":"Darrell Evans","startTime":2476.26,"endTime":2479.29,"body":"top of mind right now, we didn't"},{"speaker":"Darrell Evans","startTime":2479.29,"endTime":2482.38,"body":"get a chance to talk about top"},{"speaker":"Darrell Evans","startTime":2479.29,"endTime":2482.38,"body":"of mind awareness on social"},{"speaker":"Darrell Evans","startTime":2482.38,"endTime":2485.32,"body":"media. I'll probably have to"},{"speaker":"Darrell Evans","startTime":2482.38,"endTime":2485.32,"body":"have you back for a second chat"},{"speaker":"Darrell Evans","startTime":2485.32,"endTime":2487.57,"body":"on that because you and I share"},{"speaker":"Darrell Evans","startTime":2485.32,"endTime":2487.57,"body":"some comments and thoughts on"},{"speaker":"Darrell Evans","startTime":2487.57,"endTime":2490.57,"body":"that that are synergized as"},{"speaker":"Darrell Evans","startTime":2487.57,"endTime":2490.57,"body":"well. But DP, where can everyone"},{"speaker":"Darrell Evans","startTime":2490.57,"endTime":2491.2,"body":"else find you?"},{"speaker":"DP Knudten","startTime":2491.48,"endTime":2493.82,"body":"Well, first, the"},{"speaker":"DP Knudten","startTime":2491.48,"endTime":2493.82,"body":"Nonfiction Brand Podcast comes"},{"speaker":"DP Knudten","startTime":2493.82,"endTime":2496.97,"body":"out every single Monday and is"},{"speaker":"DP Knudten","startTime":2493.82,"endTime":2496.97,"body":"available wherever you can find"},{"speaker":"DP Knudten","startTime":2496.97,"endTime":2500.87,"body":"podcasts for free. Nonfiction"},{"speaker":"DP Knudten","startTime":2496.97,"endTime":2500.87,"body":"Brand, my smiling face. It's"},{"speaker":"DP Knudten","startTime":2500.87,"endTime":2503.75,"body":"free wherever you get podcasts,"},{"speaker":"DP Knudten","startTime":2500.87,"endTime":2503.75,"body":"so check that out. You can get"},{"speaker":"DP Knudten","startTime":2503.75,"endTime":2508.82,"body":"the book itself Nonfiction Brand"},{"speaker":"DP Knudten","startTime":2503.75,"endTime":2508.82,"body":"on amazon.com. And if you like"},{"speaker":"DP Knudten","startTime":2508.82,"endTime":2511.79,"body":"it, I would love for you to give"},{"speaker":"DP Knudten","startTime":2508.82,"endTime":2511.79,"body":"it an honest review. Because if"},{"speaker":"DP Knudten","startTime":2511.82,"endTime":2515.3,"body":"there's one thing I am not"},{"speaker":"DP Knudten","startTime":2511.82,"endTime":2515.3,"body":"afraid of, it's people actually"},{"speaker":"DP Knudten","startTime":2515.42,"endTime":2518.66,"body":"letting me know what they"},{"speaker":"DP Knudten","startTime":2515.42,"endTime":2518.66,"body":"actually think. So definitely do"},{"speaker":"DP Knudten","startTime":2518.66,"endTime":2522.5,"body":"that. Otherwise, I'm at DP"},{"speaker":"DP Knudten","startTime":2518.66,"endTime":2522.5,"body":"Knudten, just about every place"},{"speaker":"DP Knudten","startTime":2522.5,"endTime":2526.7,"body":"on social media because one of"},{"speaker":"DP Knudten","startTime":2522.5,"endTime":2526.7,"body":"the key things is, if you're"},{"speaker":"DP Knudten","startTime":2526.7,"endTime":2529.82,"body":"building your personal brand on"},{"speaker":"DP Knudten","startTime":2526.7,"endTime":2529.82,"body":"social media and you should be,"},{"speaker":"DP Knudten","startTime":2530.15,"endTime":2537.35,"body":"do not be at Pikachu 926 as your"},{"speaker":"DP Knudten","startTime":2530.15,"endTime":2537.35,"body":"handle, make it @DPKnudten,"},{"speaker":"DP Knudten","startTime":2538.1,"endTime":2542.27,"body":"@TheDarrellEvans or if you have"},{"speaker":"DP Knudten","startTime":2538.1,"endTime":2542.27,"body":"a common name, like @JohnSmith,"},{"speaker":"DP Knudten","startTime":2543.05,"endTime":2547.31,"body":"@JohnSmithPhotographer,"},{"speaker":"DP Knudten","startTime":2543.05,"endTime":2547.31,"body":"@JohnSmithWriter, whatever, and"},{"speaker":"DP Knudten","startTime":2547.34,"endTime":2551.06,"body":"make sure your profile photo"},{"speaker":"DP Knudten","startTime":2547.34,"endTime":2551.06,"body":"actually looks like you look,"},{"speaker":"DP Knudten","startTime":2551.33,"endTime":2553.97,"body":"that would be really helpful."},{"speaker":"DP Knudten","startTime":2551.33,"endTime":2553.97,"body":"Thank you."},{"speaker":"Darrell Evans","startTime":2554.62,"endTime":2556.66,"body":"That's a great"},{"speaker":"Darrell Evans","startTime":2554.62,"endTime":2556.66,"body":"piece of advice. I actually"},{"speaker":"Darrell Evans","startTime":2556.66,"endTime":2559.36,"body":"didn't do what you just"},{"speaker":"Darrell Evans","startTime":2556.66,"endTime":2559.36,"body":"described early in my days on"},{"speaker":"Darrell Evans","startTime":2559.36,"endTime":2563.05,"body":"social. I had different handles"},{"speaker":"Darrell Evans","startTime":2559.36,"endTime":2563.05,"body":"for every social media platform."},{"speaker":"Darrell Evans","startTime":2563.44,"endTime":2565.96,"body":"I have a common name Darrell"},{"speaker":"Darrell Evans","startTime":2563.44,"endTime":2565.96,"body":"Evans, there's a famous baseball"},{"speaker":"Darrell Evans","startTime":2565.96,"endTime":2568.69,"body":"player, there happens to be a"},{"speaker":"Darrell Evans","startTime":2565.96,"endTime":2568.69,"body":"famous Christian artist, both of"},{"speaker":"Darrell Evans","startTime":2568.69,"endTime":2571.45,"body":"them much more famous than me."},{"speaker":"Darrell Evans","startTime":2568.69,"endTime":2571.45,"body":"And so I had trouble thinking"},{"speaker":"Darrell Evans","startTime":2571.45,"endTime":2575.05,"body":"through what I was going to do."},{"speaker":"Darrell Evans","startTime":2571.45,"endTime":2575.05,"body":"So for me, I added Mr. In front"},{"speaker":"Darrell Evans","startTime":2575.05,"endTime":2577.72,"body":"of my name so it's Mr. Darrell"},{"speaker":"Darrell Evans","startTime":2575.05,"endTime":2577.72,"body":"Evans pretty much everywhere,"},{"speaker":"Darrell Evans","startTime":2577.81,"endTime":2581.59,"body":"but I did finally figure it out"},{"speaker":"Darrell Evans","startTime":2577.81,"endTime":2581.59,"body":"about two years ago. And I did"},{"speaker":"Darrell Evans","startTime":2581.59,"endTime":2585.49,"body":"that and it has helped tell"},{"speaker":"Darrell Evans","startTime":2581.59,"endTime":2585.49,"body":"people how to find me without DL"},{"speaker":"Darrell Evans","startTime":2585.49,"endTime":2590.8,"body":"Evans 1911 LV or whatever the"},{"speaker":"Darrell Evans","startTime":2585.49,"endTime":2590.8,"body":"heck I was thinking in 2007. So"},{"speaker":"Darrell Evans","startTime":2591.13,"endTime":2595.0,"body":"DP last question. I always love"},{"speaker":"Darrell Evans","startTime":2591.13,"endTime":2595.0,"body":"these conversations. And I just"},{"speaker":"Darrell Evans","startTime":2595.0,"endTime":2597.07,"body":"love the way you've broken all"},{"speaker":"Darrell Evans","startTime":2595.0,"endTime":2597.07,"body":"this down. Hopefully everyone's"},{"speaker":"Darrell Evans","startTime":2597.07,"endTime":2599.38,"body":"got something out of it. If"},{"speaker":"Darrell Evans","startTime":2597.07,"endTime":2599.38,"body":"today happened to be, for"},{"speaker":"Darrell Evans","startTime":2599.38,"endTime":2601.78,"body":"whatever reason, Lord knows we"},{"speaker":"Darrell Evans","startTime":2599.38,"endTime":2601.78,"body":"don't want this to happen, your"},{"speaker":"Darrell Evans","startTime":2601.78,"endTime":2605.44,"body":"last day on this beautiful place"},{"speaker":"Darrell Evans","startTime":2601.78,"endTime":2605.44,"body":"called Earth, what would you"},{"speaker":"Darrell Evans","startTime":2605.44,"endTime":2607.12,"body":"want everyone to remember you"},{"speaker":"Darrell Evans","startTime":2605.44,"endTime":2607.12,"body":"for?"},{"speaker":"DP Knudten","startTime":2607.69,"endTime":2611.47,"body":"The fact that my"},{"speaker":"DP Knudten","startTime":2607.69,"endTime":2611.47,"body":"family is the most important"},{"speaker":"DP Knudten","startTime":2611.47,"endTime":2616.81,"body":"thing to me and everything I am"},{"speaker":"DP Knudten","startTime":2611.47,"endTime":2616.81,"body":"pales in comparison to what we"},{"speaker":"DP Knudten","startTime":2616.81,"endTime":2620.59,"body":"are as what I like to call the"},{"speaker":"DP Knudten","startTime":2616.81,"endTime":2620.59,"body":"5. Because I have three"},{"speaker":"DP Knudten","startTime":2620.59,"endTime":2623.95,"body":"daughters. My wife and myself,"},{"speaker":"DP Knudten","startTime":2620.59,"endTime":2623.95,"body":"we're the 5. I want people to"},{"speaker":"DP Knudten","startTime":2623.95,"endTime":2626.05,"body":"go, he was dedicated to the 5."},{"speaker":"Darrell Evans","startTime":2626.68,"endTime":2628.63,"body":"I love that. DP"},{"speaker":"Darrell Evans","startTime":2626.68,"endTime":2628.63,"body":"Knudten. Thank you for being"},{"speaker":"Darrell Evans","startTime":2628.63,"endTime":2631.75,"body":"here on The MindShift Podcast"},{"speaker":"Darrell Evans","startTime":2628.63,"endTime":2631.75,"body":"and I'm so happy to stay"},{"speaker":"Darrell Evans","startTime":2631.75,"endTime":2634.09,"body":"connected with you and hopefully"},{"speaker":"Darrell Evans","startTime":2631.75,"endTime":2634.09,"body":"we continue our, our"},{"speaker":"Darrell Evans","startTime":2634.09,"endTime":2634.63,"body":"relationship."},{"speaker":"DP Knudten","startTime":2634.81,"endTime":2635.77,"body":"Amen, brother."},{"speaker":"The Mindshift Podcast","startTime":2635.0,"endTime":2638.84,"body":"Hey my"},{"speaker":"The Mindshift Podcast","startTime":2635.0,"endTime":2638.84,"body":"friend, thanks again for"},{"speaker":"The Mindshift Podcast","startTime":2638.84,"endTime":2641.51,"body":"listening to today's episode of"},{"speaker":"The Mindshift Podcast","startTime":2638.84,"endTime":2641.51,"body":"The MindShift Podcast. Listen,"},{"speaker":"The Mindshift Podcast","startTime":2641.51,"endTime":2644.75,"body":"let's not have the conversation"},{"speaker":"The Mindshift Podcast","startTime":2641.51,"endTime":2644.75,"body":"in here. Connect with me on"},{"speaker":"The Mindshift Podcast","startTime":2644.75,"endTime":2648.83,"body":"social @MrDarrellEvans on almost"},{"speaker":"The Mindshift Podcast","startTime":2644.75,"endTime":2648.83,"body":"all the platforms, with the"},{"speaker":"The Mindshift Podcast","startTime":2648.83,"endTime":2651.53,"body":"exception of Facebook. My"},{"speaker":"The Mindshift Podcast","startTime":2648.83,"endTime":2651.53,"body":"Facebook fan page is"},{"speaker":"The Mindshift Podcast","startTime":2652.28,"endTime":2656.18,"body":"@DarrellEvansFan. Until next"},{"speaker":"The Mindshift Podcast","startTime":2652.28,"endTime":2656.18,"body":"week, remember you're just one"},{"speaker":"The Mindshift Podcast","startTime":2656.18,"endTime":2658.79,"body":"shift away from the breakthrough"},{"speaker":"The Mindshift Podcast","startTime":2656.18,"endTime":2658.79,"body":"you're looking for."}]}