The 7 Human Hijacks - Covert Marketing Methods the Brain Can't Resist

All right, I'm not jealous of many people on Earth, but I think I'm jealous of Craig Clements, because not only is he built a successful billion-dollar company with no outside investors, but he has made hit after hit after hit. And I asked him to come up with a podcast, and he thought it was just gonna be a normal episode, but then when we started talking, I realized that I wanted him to give me a masterclass. And when he's given it to me, he's given it to you, which is to teach us the seven ways that he, as a marketer, has sold over a billion dollars of products online. He calls these the seven human hijacks. And he goes through example after example of how great products and things that we take for granted, like brushing your teeth or how people eat bacon for breakfast. Those weren't things people did back in the day. It was guys like hit marketers that use specific tactics in order to make those a thing. And if you're an entrepreneur who's, you know, wants to be successful, you need to be good at marketing. You gotta be able to sell your product and is very rare to be able to sit with somebody like Craig, who's actually one of the best to ever do it and ask him, how did you do it? I feel lucky he's doing this. He doesn't have to tell us these secrets. Like, you know, I think he's at that sweet spot where he's been running his company for 15 years. He's been doing this for a long time. He's, you know, the company's super successful. Well, I don't feel like he has to like guard those secrets anymore. So I told him to give him to us. And not about you, but I've had professors in school who have took marketing classes, but those were not people who have actually been in the game, done it. People have actually created categories, sold hundreds of millions of dollars of single products that a year ago, nobody had ever heard of. And so Craig tells the story of how others did it. And at the end, he tells the story about how he helped create the probiotics category. We ever had probiotics. You can think Craig because he was the one who created that category and made it mainstream. So enjoy this marketing masterclass on the seven human hijacks, how marketers have hijacked your brain with Craig Clemmons. (upbeat music) What's up, dude? You, I have this theory now of guests who come on the podcast. The more their video setup looks like they were either taking hostage or are like, you know, in some hotel somewhere, the better the guest is. And we had biology on and he was like, white wall, nothing in the room. And he was just like, you know, at the time he didn't have his like video setup, like, you know, he was not in his home video setup. And like the higher your IQ, the worse your video setup. And the opposite is true, unfortunately for me, which is the more HD and beautiful your video setup, the less interesting things you usually have to say. - Yes, yes. - And the cool thing is you're like the real life badman. You're an ad guy at a copywriter who translated those skills into a billion dollars of sales, which is why, when you were coming on this time, we started talking and we kind of realized that you have a masterclass in you. So normally we hang out, we just shoot the shit about business ideas, but occasionally, we just drop a knowledge bomb. And the knowledge bomb is what we call a masterclass, which is just let somebody do their thing for 30 minutes. And the cool thing about this is you said you had given a talk internally to your team, to your company to pump them up. And it sounded so dope that I just said, can you just please do that on the pod and you agreed. And so my friend, the floor is gonna be yours. I'm here when you need me. I might chime in here and there, but I'm really gonna let you cook during this and let Craig Clemmas do this masterclass. So take it away. - So, Shawn, did you brush your teeth this morning? Did you take an elevator or are you wearing sneaks right now? Any, any yeses? - One of three ain't bad. One of three ain't bad. One great bad. Okay, well marketers created all of that. Marketers created so much of our daily behavior that people that I tell these stories to, don't even wanna accept it. And you know, it's okay though. I mean, that's the case for everyone. You're not alone. So, do you know who this guy is on the left here? - I do not, but he looks very sophisticated. Who is that? - This is a smart motherfucker. This is Sigmund Freud. - Oh. - And this gentleman on the right, the you know who that is, I'm guessing you don't. - I do not. - Okay, well this guy has changed your life. This guy is a man named Edward Bernays. He's often called the father of public relations. And he is actually Sigmund Freud's nephew. So, I don't know what exactly kind of shirt you're wearing over there, Sean, or if you put some style into it. But this guy is as his hands and so much stuff that he literally created consumerism. So, quick example. Before Bernays, people would buy clothes, unless you were in like the upper classes, people would buy clothes to go to work. He's the one who got together with a bunch of other people and they were like, wait a second, these work clothes, people aren't buying enough of them. If people use clothing for expression, then people would buy more clothes. And he got the expression vibe to go all the way down the line from anyone who could afford clothing to be buy more clothing and then buying more things when they came into season and this and that. - Now it's people who don't have the means that buy more clothing they can afford, right? - Well, let me just get into some of the examples. Here and that you'll see that this guy was operating on a level that is unfathomable. So, in this presentation, I'm gonna share with you what I've discovered studying and creating marketing campaigns that have caused world change. And I call them the seven human hijacks because when you use these seven things, you're hijacking the limbic system of the brain and a human cannot help themselves but to pay attention and either respond or at least log what you're going to do or say into their brain and maybe they respond the next time. But the seven hijacks, I'm gonna share each of them after I share these marketing campaigns that you're gonna see how they repeat. And not every campaign uses all seven, but you'll see that some of them are extremely powerful and then when you put them all together, that's when you can really do this type of thing yourself. So, if you're watching this right now and you're excited about, you possibly change the world forever, this is the recipe. Let's go. Okay, one of the most interesting marketing campaigns of all time was created by a guy named Claude Hopkins. So, Claude Hopkins was approached by a toothpaste company called Pepsident and they said, "Claude, we want to sell more of our toothpaste." And he looked at the label and he realized there was a problem. He said to Pepsident, he said, "Look, only 5% of people brush their teeth on a daily basis. So why are you even in this business that not a lot of people are taking part in? Do you believe that Sean in 1920s? 95% of the women that you kiss are gonna have terrible breath. No one brush their teeth back then." And so Claude tells the founders of Pepsident, he's like, "Look, you guys really want to sell some toothpaste. You're gonna have to get people brushing their teeth." And so, he created this masterful ad campaign that built Pepsident into the dominating toothpaste brand for decades. And this is the ad. The ad says, "The film that discolors the whitest teeth." And many as you do a demonstration. So do this with me, Sean. Take the tip of your tongue. Put it over the fronts. Pull over the gold fronts you got under there. Okay, do you feel that film there on your teeth? - Yeah, kind of do. - Okay, so the ad goes on to say that brushing with Pepsident is gonna remove that film. And behind that film is a movie star smile. (laughing) And it's so genius, right? Because everybody wants that movie star smile. Everybody has that film, whether you just brushed your teeth five minutes ago or not. Then you feel that and you're like, "Oh shoot, I got this film." And then it talks about how Pepsident is the way to get rid of that film. So the result of this ad, within a decade, 85% of Americans then brush their teeth on a daily basis. And Pepsident is still around today. They ran this ad campaign for, I don't know, 50 years, something like that. And I'll tell you something interesting, is about 10 years in there was other companies trying to compete with Pepsident and they were using a similar ad campaign. You know, it was very common to steal ad campaign, but they couldn't get the repeat orders. And they did a focus group and they found out that people love Pepsident because it had this like minty flavor that made their mouth tingle after they brushed with it. And then the toothpaste companies, the other one started knocking that off. And when people felt the tangle, then they would stick with other companies. Otherwise they'd try the other one. They wouldn't feel the tangle and they'd be like, "Oh, it's not actually working." So they'd go right back to Pepsident. So they owned it for like 10 years, then it got actually competitive because then people were not only stealing their ads, they were stealing their secret of the tangle. So one of the human hijacks that Claude Hopkins used, won he sold the dream of the movie star smile. And you're gonna see this theme reoccurring throughout this presentation. Second, he created a powerful demonstration that anyone could do. And that's just rubbing your tongue over the front of your teeth. And then the next thing he did is he made it about them. He made it about the potential user. And this is a big thing that a lot of companies mess up is they just talk about their own product and, you know, why they're so excited about it, but they don't talk about why it's gonna be exciting for the user and Flaw did a really great job of that sharing how it's gonna give them that movie star smile. So that's like the, there's this diagram that I love that's like I call it the Mario Marketing. I don't know who originally created this. I saw it from that company buffer, but I don't know if they created it originally, but it's little Mario, you know, Mario when he's small, then it's the fire flower. And then when Mario gets the fire flower, he's able to shoot fireballs out of his hands. He's running around, he's huge. He can shoot fireballs. And basically it says, don't sell this, the fire flower, which is your product. Sell this, which is the customer going from Little Mario to being big Mario who can shoot fireballs. And it's like, that's what you wanna sell is how the user will be more badass rather than all the features and facets about your product. - Yes, exactly. So think about benefits. What's the benefit? What's in it for them? You know, these people are busy. Right now, Sean, I think people see something like 4,000 as a day. And they did a study and it showed that the human brain has the same intelligence span as a goldfish. It's like less than, you know, the ability of a goldfish to pay attention. So how do you grab their attention? Well, you have to talk about something that's exciting to them, something that keeps them up at night or something that they have a deep dream and hope and desire for. So I wanna get back to that demonstration. Where did Claw get the idea for this demonstration? So 1854, there's a guy named Otis. And Otis gets into the elevator business and he didn't invent the elevator but he came up with a breaking system for the elevator. So back then, people were afraid to use elevators because every once in a while, just like today you hear about a car accident, you hear about an elevator accident where people get on and the elevator falls down, right? So Otis creates this great breaking system. First year out, he only sells three elevators. The next year out, he sells seven elevators. Like no one cares, you know, he doesn't have the ability to get the word out. And then he meets this guy named PT Barnum. And so everyone probably now knows PT Barnum, one of the greatest marketing and showmen of all time. And PT Barnum says, this is what we're gonna do. We're gonna go to the Crystal Palace in New York City which was this big exhibition hall and we're gonna do a grand demonstration. So Otis gets up there on this elevator shaft and he has his assistant get up there with an axe. And so he's standing out at the elevator, goes up the shaft just like it normally would at a building and he's like, "Cut the cord, Jimé!" He was, "Boo!" but he cuts the first cord, the elevator drops like just a little bit. And then there's one more cord hanging and everyone's looking out and they're like, "Oh, shit, what's he gonna do?" You know, this is the cord. And then, "Boo!" But it's actually the second cord and the elevator, "Roo!" It's only two feet and stops. And he's like, "All safe here, gentlemen, all safe." And those are like the famous words that were published in the newspaper, "All safe here." And it's showed that Otis had invented a breaking system for elevators of work. So over the next decade, he sold 2,000 elevators. He got all the greatest commissions. He did the, the Elyfult Tower, the Empire State Building. And even today, if you look at your elevator, I've found about half of the elevators I get into. Have this little Otis logo. - Oh, that's totally cool. - Otis is still crushing all my zippers, all my zippers say YKK and all my elevators say Otis. That's the only two things I know. - Yeah, so that's the power of a great demonstration. So what did Otis do? The powerful demonstration stands in people's minds. And he also made it an event, you know? So what's greater about an event? Well, one people are gonna show up and two, it's gonna be covered by the newspaper. But if you think about it on a more primal level, have you ever heard the phrase, "Shall nothing attracts a crowd like a crowd"? (laughing) No, but I like that. - One of my favorite, favorite sayings, and it just shows that humans cannot resist an event, you know? If you're walking down the street and then you see like a big crowd of people and something's going on over there, there's a band or whatever, it's like you gotta see what's going on. It's just natural. And so if you make your advertising an event, then people cannot not pay attention to it. And then he also showed unquestionable proof, using that demonstration and putting his own body on the elevator. He didn't use a dummy, he didn't use a monkey, he himself was on that elevator while his assistant was cutting the cords. And so that's the type of unquestionable proof that lead people to go ahead and take an action to buy without questioning it. And of course he made it about them. He didn't get up there and show his fancy breaking system or how it worked. You know, he addressed the fear in everyone's mind that was about the safety of getting on an elevator and he did it with the powerful demonstration. So let me show you, let me show you something. Hold on. All right, do you know this brand, Mini Katana, have you seen them, Craig? I have not. All right, so I am about to, YouTube don't be alarmed. This is inside here is a giant sword. And this company, so this brand, they sell, these, it's called Mini Katana, but it's actually humongous. So they sell these swords. Now the problem with selling swords is that Google and Facebook don't let you do it. You can't advertise weapons. So how does an e-commerce brand work when you can't advertise weapons? Well, what they did was they started, they hired like 20 YouTubers and TikTokers and they would have them do what you just described, the powerful demonstration. So they would take this, they would take this sword and they would instead of saying, you know, why you need a sword because most people don't need a sword, let's be honest. Instead of talking about how long it is or how sharp it is or whatever, they would show that the sword could cut through a bullet that was fired at them. So this video starts with a guy's holding the sword and there's a bullet aimed at him and he's gonna try to split it in half. And then when he does it, it's a powerful presentation about like how bad ass these swords are. And all of their marketing, they'll take a stake, they'll just see a stake plop down on a cutting board and then a giant sword cutting through it. It was just completely unnecessary, but it is a powerful demonstration. And you know, I remember seeing those TED talks where guys take a glass and they, you know, it's like, here's dirty water. Would you drink this water? It's like, no way. And then they put it into their filter and then like with their bottle filter and then they start to drink it. And I don't know who this was, Bill Gates or something. - Yeah, it's like, - It's like, you're doing the water first, right? For real. - Yeah, exactly. They make it disgusting. And then the whole crowd is gasping. And like, they could tell you how the filter works or they could show you that they're willing to drink the water through this filter that was like disgusting water. And I still remember, that was like 20 years ago. I still remember that video because it's just, you're right, hijacked my brain. - Yeah, the knife company, the genius, any knife in commercial will do this. They'll be taking a knife and cutting a penny, you know, or like, effortlessly slicing tomatoes through the air. And you know who was the king of this with Dr. Oz? - Dr. Oz, what did he do? - Every episode of the Dr. Oz show is a marketing masterclass. - He advertised it. - I'm sleeping on Dr. Oz. - Yeah, he advertised these nutrients. And I don't know if he had some type of deal with manufacturers or something like that, but he would advertise like, like Res Veritrol or like, Garcinia Cambosia berries, which were like weight loss. But he wouldn't ever advertise a specific brand. He would just talk about Garcinia Cambosia. If you look, one of the reasons it's hard to advertise supplements online is because Dr. Oz would go and talk about Garcinia Cambosia or whatever berry. And then all these scammers would create websites (laughing) slelling Garcinia Cambosia on auto ship that you could never get out. You know, you know, you could send up a website and somebody would disappear. But that thing would be docking your credit curve for years later, you know, I'm not gonna go. (laughing) So Dr. Oz, one of the ones I remember is he'd go on there and he'd say, "This is your body "and these balloons on it." And then he'd have like a mannequin with balloons on it. These balloons are the fat cells. Garcinia Cambosia is a miracle berry that works for any body type. And then he'd take out a pin. He'd be like, "This is the berry." Pop, pop, pop, pop, pop. That's what Garcinia Cambosia does to the fat cells in your body. And if you get a brain, man, like a billion dollars at Garcinia Cambosia, we can stole over the next few buds mostly to these scammy auto-building markers. It was wide. And he did this with like five different berries over time. And eventually he got pulled into Congress to testify at all this shit. And like, it was wide. He rolled with it because he was getting all these allegations that he was starting on one episode. He goes, he gets a camera crew behind him and he goes down to one of the companies that's selling the Garcinia Cambosia. And he knocks on the door. He's got the camera behind him. The powder comes out. He's like, "Hey, I didn't give you permission "to use my name." likeness to sell your Garcini at Cambodia. And like, you're automobile and customers and this and that, you know, and he was like pretending that he was the good guy. But I don't know, man, I don't know if like, he was lining his pockets, he saw him before it happened, but like, this was so many berries and for so many years, it's crazy, man. It was like billion, it's all fraud happened 'cause of his show. - You know, what I love about this is, a lot of the audience who listen to this, but a lot of the people I know who are entrepreneurial or technical type engineering type people, often so rational and logical and like sort of analytical about the way they see the world. And so the idea that, hey, we're gonna do this event with the acts swinging at the rope or, you know, we're gonna blow up these balloons and they'll be like, well, that's not what the fat cell looks like. That's way too big, that's not to scale. You know, like, you have to almost, you have to use the other part of your brain if you're gonna do this. You have to make something powerful, visual, dramatic, and those are not skills that typically, you're kind of operational or technical person is used to flexing. And so what I love about this is these examples that give you inspiration to be able to like, you'll use that other part of your brain. You know, if you look at these, we got the hijacks up here, right, from Otis Elevator. All of these apply to what I just said about dog draws. The event is that it's a TV show. You know, so that makes an event already. The demonstration, the unquestionable proof is him. He's a doctor saying that this is gonna work for you. And then making it about them, he says, this is the miracle weight loss cure for all body types. Like, those are almost his exact words. And by the way, you know, who else does this amazingly well? Elon, Elon, who's the, you know, the scientist, the hardcore engineer, you know what he's brilliant at? Just yesterday the news was, they're, they're, they're, they're hyping cyber truck right now. And you, you, did you see that news that came out, which was that they unloaded a full magazine of some assault rifle at the door. And so there's a bunch of holes in the door. I'm like, there you could see where the bullet hit the door, but didn't go through. And so he's driving that car around and leaked that kind of the tweet rumor that hey, they tested it this way. And he did this at their onstage event too, but it, it fucked up. Like, he tried to take a sledgehammer and show how indestructible this was. And then they like broke through the window and he's like, oh shit, that wasn't supposed to happen. Like this supposed to be bulletproof. But he was trying to do that. He was trying to, you know, PT Barnum, you know, their cyber truck, which is, which is really, really cool to see. Yeah. You know what was another incredible success that I think was complete bullshit? Was the power balance bracelet? Do you remember those? It was like, dude, I was thinking of it. When you did the, the tongue on the teeth, that's the first thing I thought of where people used to say, hey, hold out your arms. Yeah. And now watch how he's going one foot. Watch how easily I could tip you over. Right. And then you put this bracelet on and while it's just a mad, now you can't be full of which way you press in the arm. Yeah, totally. I worked the recently and he was doing that with me. And I was like, oh, God. Am I getting, you can buy this, this chiropractor. But yeah, I think power balance actually got popped for that as they deserve. But that was, that was a very effective technique, even though it was unethical in that case. Yeah. Okay, let's get into some, so those are the last two are for good, right? We want people to brush your teeth. We want elevators to be safe. Now let's talk about some evil campaigns. All right. Okay, 1930s, all the men that come back from the war, and they gave them free cigarettes. So like, so many men were hooked on smoking that there was no room for growth. So the cigarette company has come to Eddie Bernays. A lucky strike in particular is who came to him. And they're like, hey, we need more customers. He's like, well, you already got all the men. But at that time, Sean, it was illegal for a woman to smoke in public. It was literally fucking illegal. There was like cafes in New York City where there's stories of high society women getting asked to leave. And then women that could afford it would have special smoking rims in their homes that really liked it because they weren't allowed to do it in public. Oh, and I should add something too. Women didn't really want to smoke for the most part. You know, they weren't really pushing back against it. Yes, it was illegal, but it was also considered a lady like. It was a man thing, you know? So he says to a lucky strike, he's like, look, you got to get the women smoking. So what was going on at the time was the women's rights movement. You know, so women were out in the streets marching about, you know, wanting the right to vote. And on Bernays capitalized on that. So the big social event of the day, kind of like the Oscars of today was the Easter parade, which would go down Fifth Avenue and all the reporters would be standing on the sidelines. And so Bernays organized a float. And he called up all of the socialites and debutants like the Paris Hilton's and Kim Kardashian's of the day. And he got them all to go on this float. And their cruising down Fifth Avenue, the parades happening and you know, when they get to the corner where all the reporters were, the women, do you go into their stocking? They pull out cigarettes, put them in their mouths and light them up. So imagine, you know, Paris and Chloe and all the Kardashians and even all the genders on one float, they all just start blazing up, right? And the reporters look, what is going on here? This is obscene, you know, women aren't supposed to do this. Bernays and his crew went around to the reporters and they said, oh, no, no, no, they're not smoking. They are declaring their rights with these torches of freedom. Oh wow. And so the newspapers ran with that there. Like, you know, women, because that torches of freedom to show that they are equal with men and they can smoke too. And so turned it into a movement. And if you think about smoking to this day, if you think about a woman who smokes, I think about a bit older than you, Sean, but I think of like Kate Moss and like the sexy model smoking. Now it might be considered gross for a woman to smoke again. You know, or anyone to smoke, I don't really know what the kids these days are thinking. But yeah, you think of like some badass woman. And you remember that old movies with Audrey Hepburn, you know, that famous scene, I think it's breakfast in the evenings where she's puffing that long cigarette, you know, so yeah, completely changed the world there. - That's amazing. I had never heard that story, but I love that. That's like a combination of, you got the event, you have kind of news jacking, which was jumping on to an existing trend. But then also just the copywriting of the words there of, you know, these aren't cigarettes, these are torches of freedom. That's really, really powerful. - Yeah, the plants. If you like that plant strategy, Ryan Holiday wrote a great book called Trust Me I'm Lying and he talks about all these phrases that he planted in the heads of these reporters when he was promoting things like Tucker Maxx books and you know, Wild Stuff Backpack. So there's a new lesson in here. A new hijack, so to speak, and that is help them rebels or feel superior. So people have this tendency and then they want to go against the grain. They want to show that they are not one of the sheep, you know, they want to show that they are not going to bow down to the mainstream pressure or society standards, things like that, you know. And this is a really powerful concept that you're going to see appear throughout some of the other demonstrations here. But that's what Bernays allow them to do is to rebel and maybe even feel superior to the rest because they're leading the charge. - Right, okay, keep going. By the way, I'm loving this, so keep going. - All right, so Bernays had a problem. Lucky Strike, did this big campaign to get women to start smoking and they did start smoking but they didn't smoke lucky strikes. Because if you remember, see the lucky strike package there, Sean, what color is the main color? It's green. Well, green was a very undesirable color back in those days. It was considered an ugly color. And so Bernays got all these women smoking, but lucky is like, what the fuck, Bernays? They're not smoking lucky strikes. So he has to come up with something new. So he goes back to his debut taunts and socialites and as they say here, women of prominence and they create the first ever gala green ball at the Waldorf Hotel in New York City. And the magazine started following around the Kardashians of the day to see what type of outfits they were gonna wear that were styled and green and women started bringing green to corn to their homes and it just became a big thing and the gala happens and the women are photographed and they're exotic. Green outfits and it became the most fashionable color within one year, going from the ugliest color to the most fashionable color. And lucky strike without even trying became the number one selling brand of cigarettes for women because they subconsciously wanted that green box. Holy shit, wow. Is one of the hijacks by the way, using people of prominence or you don't include that in the hijacks? Unquestionable proof. That falls under unquestionable proof. It's a great question. But yes, when we're talking about the next question, And we human see someone as they just said in the New York Times article, someone of prominence doing something, we automatically assume it's been vetted, we automatically assume it's okay and we automatically add something in it that makes it general. >> Let's do that. >> Maybe it's from when we were all in tribe and you know if the chief is doing something then you do it too? Who knows? But that's unquestionable proof, you know. So, you know, he made an event where this unquestionable proof happened. And also there was this force that they wanted to rebel against. You know, these celebrities are like, oh, I'm cool enough where I can wear green and add it all to look good, you know. You know, I heard this other other thing Sean today so how old are you? Are you public with your age? >> Yeah, yeah, 35. >> 35, okay, I'm 44. So when you think of emojis, what do you think about? >> When I think of emojis? >> Yeah, like who do you think uses emojis? >> I would have said like teenagers, teens and tweens, but then I see people in India, like my auntie and my aunts and my aunts are crazy about emojis. >> Yes, I would have thought the same. So my buddy is a dad of the two teenagers. He said they will not use emojis because they think emojis are something adults use. They do now want to be associated with the adults. So kids these days they don't use emojis. They'll just use like different text characters and things like that. So you've probably seen these little like two to three character terms that they use like TBH or like, you know, a stance for to be honest or F-R, which means like for real. You know, they use those type of things to separate themselves from the adults. You know, people want to push back. It's a natural human instinct. >> Yeah, when Snapchat came out, it was getting really popular. One of the things that I remember in Silicon Valley, all the like product genius blogger guys were like, yeah, you know, what that what Snapchat should do is make it easier to use. Because look at this, like at the time, like, you know, to use those face filters, you had to like, there was no button on the screen. You had to just hold down on your face for three seconds, like a magic trick, like a secret door that you didn't know that nobody else knew about. Or even just in signing up, there was like all these like funky ways to do it. And then the people, I think one of the guys at Snapchat came out was like, look, it's intentional. You know, you know, you baby proof medicine, we're boom, we're proofing this app. Like the way that this is going to become really popular amongst young people is that we don't make it easy for older people to get in and figure out how this whole thing works. And we want to make it easy for one friend to tell another the secret on how to do something so that they feel like they're in on it with them. And then it's like a word of mouth, a virality of how do you do that? Exactly. It's like, what's your parents and your grandma got on Facebook? It wasn't cool anymore, you know? And then everyone went to Instagram. And now, you know, Uncle Bob's on Instagram and it's just like, it's just like, it's going to tick tock. You know, so we're going to tick tock, right? And we'll see if something comes next. You know, I think the moms are, well, moms are definitely a big group on tick tock now. I don't know if like, I don't know, are you on tick tock? I'm not. I have like a son. I got to miss. I love tick tock even though, you know, it's my lucky strike. I know, I know I probably shouldn't be smoking that tick tock every night, but I do. Well, you know, tick tock is crack. It is digital crack. Very well designed digital crack. So don't blame yourself. People say that, but like when, I think when they say that, they mean avoid it. And I'm like, wait, cracks, like isn't crack supposed to be like the greatest experience when people do it. And then I open up tick tock and I start swiping. Yeah. Well, you know, actually speaking of drugs, funny enough, there's another rebellion I'm just saying in my community against alcohol right now. And I remember my 20s, that was all about that. You know, if you didn't show, if you should have a party empty handed, you know, it's like, not cool. I've gone to parties now with a bottle and they'd be like, oh, this is a non-alcoholic party. Can you put that back in your car? It's like this is the most respect, you know? Well, I hope you brought some ketamine. Yeah, exactly. Okay. I'll last camp and I'm going to share with you about Eddie Bernays is the great American breakfast. So early in the, you know, 19th century, 20th century breakfast was like some coffee and maybe a roll or some oatmeal or something like that, right? No one actually had like an actual hearty breakfast. And beach nut bacon comes a birthday and they're like, hey, we want a some more bacon. He's like, well, people are eating bacon easily for dinner. Sometimes for lunch, there's another meal here we can take advantage of. So Bernays goes to his, his on staff doctor or actually goes, it was a, it was beach nuts on staff doctor. And he says, hey, Doc, would you agree that a hearty breakfast containing bacon would be the best way to start your day. And the doctor is like, oh, of course, I agree with you. Do you think so? Your doctor friends would agree. So he has him right five thousand letters to doctors across the nation. I think bacon is the healthiest breakfast and people should be eating a hearty of breakfast. Do you agree? 45 hundred doctors wrote back and they're like, yes, I agree. That makes perfect sense. They didn't turn this into an ad campaign, but what they did do is they shared that result with all of the newspapers. And so newspaper started publishing headlines. Doctors agree a hearty breakfast containing bacon is the best way to store energy to last throughout your work day. And but that's how people started eating, eating bacon for breakfast and, you know, all the bacon companies started going crazy because it became a breakfast thing. Wow. So what do we do here? We're selling the dream, you know, of a breakfast that's going to give you more energy to get throughout your day. You know, so that's making it about them as well. The unquestionable proof, 45 hundred doctors can't be wrong, right? And then there's even a little bit of feeling superior here because if your body is over there eating a roll, you're like, eh, Sean, got something to tell you about that roll, man. It's not as hearty. Is this your bacon? Right? Yeah. So it taps into all these, these same psychological hijacks. You keep seeing them over and over. Okay. So let's take a step back. Now a couple decades to the 1910s orange juice. Now I grew up in the 80s and my mom had a drink orange juice every day for vitamin C. Was this a thing, Sean, when you were a kid? Totally. Totally. Orange juice is, when I was a kid, orange juice is good for you. It's vitamin C, which is, you know, good for your immunity. This is what I was told and drinking a lot of sugar, because of that. Yeah. So orange juice actually has the same amount of sugar as a Coca-Cola. So orange juice, you know, it's glucose or something. I don't know. Maybe it's a different kind of sugar, but it ain't good for you. So this was all the, the result of a marketing man named Albert Lasker who was probably the matter responsible for more consumer change in the early 1900s than anyone. But Hopkins, Pep Sinett, and he caught actually worked with Albert. He was this top copywriter. And prior to caught coming on board, Albert was contacted by the California Growers Association. They're like Albert, we get so many oranges here in California where I'm going to cut down trees because they overproduced and they we need to get rid of them and it brings the bugs and all that stuff. You know, how can we sell more oranges? And he looked at the lay of land and all these orange growers were competing against each other trying to say like, we have the best orange, we have the best orange or whatever. He goes, okay, first of all, you guys are all teaming up. And so he teamed all up together and he put them under one brand name and he called it Sunkist, which I think is a pretty genius name. Yes. And then as he's meeting with him, he notices that what the growers would do for their kids as a, as a special treat is they take that orange and they squeeze it into a cup and they'd give their kids a little, little shots of the juice. And he's like, oh, wait a second, how many oranges did it take to make that juice? And they're like, oh, you know, three or four or whatever. So he thought, what if we could make that mainstream because the juice tasted really good. And so he had a engineer invent this device that you could, you know, cheap plastic device that you can put an orange on. And then he created this campaign talking about how oranges have all these vitamins in them and, you know, will help you get more of your nutrients from food tying orange juice to meals. So you think about, oh, well, I want to get the nutrients from this food. So I'm going to drink orange juice with it. And then he had this campaign where you buy a lot of oranges and you send in your, your privilege and then they send you this juicer thing. So it was like, you get something for free and create an orange juice. And so what does he do? On the dream of getting the more nutrients from your food, the unquestionable proof, you know, if you got to go and actually read that ad, there was like, you know, doctors recommend and things like that. He made it about them because it's showing them that they can get some benefit here. And then there's a new hijack that's appearing for the first time. Um, actually, maybe, I mean, I guess it would apply to toothpaste, but change daily behavior. If you can change someone's daily behavior, you can create something big. So two moderates, example of this, bulletproof coffee. Are you familiar with bulletproof coffee? I'm just familiar with it from the surface level, but yeah, tell me, tell me about it. You know what it is? It's like the butter coffee or the oil coffee. The MCT oil coffee is what it is. So you walk into any Starbucks in the country. They don't serve ball of proof coffee, but they know what it is. Everyone knows what it is. And the genius that Dave Asperie had was he changed the behavior of these people that were already doing something. He kind of like intercepted their coffee. It's an additive to your coffee rather than a new behavior. So now he's changing the existing behavior. Yes, changing the existing behavior. And so there's a book called The Miracle Morning and it talks about the power of journaling every day. So you buy this book called The Miracle Morning and then you do this specific journal every day, right? Long after you read the book. And I met the author of that Hal Elrod and he told me something that stuck with me. I thought it was fascinating. He said, "When was the last time you recommended a book?" And I was like, "Well, I just read this book I'm getting as con. You know, I've been telling all my friends about it." He's like, "When were you telling them about it?" I was like, "Well, I was telling them about it when I was reading it." He said, "Okay, well, most people recommend books during the time they're reading that book." And then they go and they read the next book. Right now I'm reading Elon's biography. It's great. That's why I just told you about that, Sean. I'm literally in the middle of it. You know, I can tell you what book I read last month or last year. People talk about the things they're doing now. So if you change their daily behavior like Hal did with getting people to journal in the morning, they talk about it all the time. So that book is sold hundreds of thousands of copies or maybe even millions by now, because this is 10 years ago when he told me this, because people are doing this behavior every day and so they're talking about it every day. They're like, "Oh, what did you do today? Oh, I just did my morning miracle journaling." Like, "Oh, what's that?" You know, it's a long after the book is through. So if you change a daily behavior, it has a viral effect that is untouchable by anything else. Love that. So let's get to some more modern examples. The 1970s, Sean, do you know who this guy is? No, some runner. I don't know who this is. Okay, so this guy's before our time, but General Mothers Day, Steve Prefontaine, and Prefontaine was, best comparison I can think of is like that the Michael Phelps of his time. You know, no one was really thinking about swimming until Michael Phelps came around who was such a dominant athlete from the USA, you know, several wanted to give behind him. So Prefontaine was that guy for running and Prefontaine had all these great quotes like Mahal but Alay, Alay, he's like, you know, "Yeah, someone can beat me, but if you're going to beat me, you're going to have to bleed." You know? And he was like, "No, if you don't run until you feel like you're going to die, you're not honoring your gift." You know, so he had all these great quotes. He was a great media figure. He won every college record from like 500 meter up to 2000 meter. Prefontaine was the man and Nike was just coming up. They'd actually just started like making, they're going from being at a distributor making their own shoe. And fortunately, Prefontaine was an organ, so were they. And they got him to wear their shoes and it was a big thing because the unquestionable proof now, you've got Prefontaine, the top runner in the country wearing Nike shoes. Tragedically, Prefontaine passed in a car accident before he could go and honor his Olympic glory. But before he did that, he really put Nike on the map because, you know, running was his thing, running what's the one accessory that you need, shoes. And so this was such a big deal that it actually changed the entire industry. So to prior Prefontaine, Prefontaine was around in like the 70s, right? If you read Phil Knight's book, he talks about if you went jogging in like the 40s, 50s or 60s, people were like throwing bottles at you from your car because they're just like mad. They're like, what is this idiot doing? You know, he's in the road or whatever. And it was just like really hated upon. And Prefontaine comes along and running actually becomes cool again. And so Nike got to ride that tailwind. And then what also happened is back then, people were wearing shoes that were like, you know, kind of like the loafers or work shoe or whatever, like pretty basic shoes. And people wanted to rebel against that. Rebell against the shoes that their dad was wearing. And so they started wearing these athletic shoes, these running shoes as a part of their daily attire to make a statement that like, I'm rebelling and I'm superior. And it changed the entire shoe market. Now, athletic shoes are probably the best selling shoe. And only a tiny percent of them are worn for athletic activities. And then all started in the 70s with Prefontaine. And then of course, Nike had the amazing campaign with Jordan, which was more unquestionable proof. You know, making them feel superior because they got the best basketball shoe and sell the dream that they're going to be able to fly like Mike. So that was a world changing campaign that not a lot of people think about when they put on their kicks every morning. You know, one of those that I feel like is happening right now in a small way. So you remember like, I don't know, 10 years ago or something like that, those vibram 5 finger shoes were like getting popular. Yeah. So like, you would see one and you'd be like, what is this person wearing a foot glove? Like what is this thing? And then they would immediately go into the spiel about why this is better for you. And like how they do whatever. And I think this is like, I've seen this a lot now. There's a popular YouTuber or Instagram guy called Nizover Toes Guy. And he's basically like, it's like a rebellion. He's like, if any of you ever been told when you're working out, like, don't let your knee go over your toe and you're squatting because it's bad form. He's like bullshit. Like, I had all these knee surgeries. Nobody could tell me how to fix it. I fixed it myself because I started training that way specifically. So it's like a rebellion against the fitness industry. And he's like a rebellion against Nike because now Nike is the big bad, like the incumbent. And so he's like Nike shoes. Those are like wearing high heels. You know, you shouldn't have these like huge heeled shoes. You should have low drop flat shoes basically. And so he came out with his own shoe. But also there's just like a bunch of these brands now that are kind of like flat, more like you're walking barefoot shoes like you're walking on the ground. It's funny that like now Nike is the big kind of status quo that they want to rebel against and point out why you shouldn't be wearing Nike shoes because of this other reason. 5,000 doctors agree that the Nike cushion is actually bad for you. So yeah. So, you know, big one was a MacBook launch this ad that was called 1984 and it aired during the Super Bowl. And it was a big rebellion against IBM. And it was using these IBMs and MacBook came out and they're like we're the new thing. And I think I got the idea from this Volkswagen ad right here. So Volkswagen when they came out, I think it was in the 60s, all those cars were huge. You know, you think of like the 60s, seven Chevy's, you know, these huge cars that you couldn't get into a parking spot and had all this extra stuff on them that you didn't need. They came out with this think small campaign that absolutely crushed it. And it was like the hipster statement at the time was to drive a VW bug, you know, and made one of the S selling cars. There's another ad that just came out from someone who's a master. This is that's Trump. So this is another video that I would suggest you play if you can because it's really fascinating and they show Kailerie talking about how the Trump people have to be the programmer. Have you seen this ad? It just came out like two days ago. No, I haven't seen it. So what is it? With Trump taking a commanding lead and Bidenomics hurting American families, genius Hillary Clinton has come up with a way for Biden to win. There needs to be a formal, deep programming of the cult members, formal, deep programming of the cult members, deep programming of the cult members. A brilliant plan. Here's what that would look like. Pay attention. Joe Biden will defeat him. Biden has done an amazing job. Amazing, amazing job. But there's one small problem. The basket of deplorables. The deplorable, slo-able. Working Americans aren't idiots and they know who's on their side. To American workers watching there, take home pay, shrink and watching inflation destroy their family and their lives. To all of you, I have your back. I'm Donald J. Trump and I approve this message. Wow. That's so well done. I mean, love, right? I'm the man is a master marker and he just rallies his base to rebel against the incumbents. What's the word? What's the elite? The status quo. Do you think, like in this case, do you think Trump has input on any of that or this is just they hire some ad agency that does these things? He's the master marker or he's the hiring master. I mean, he makes the sound bites. That sound bite I think was live from a speech that they plug that at least it looks like it was. And a lot of times these speech writers, they think of it. about that. So there's a famous speech, Boba did it. Yes, we can. Do you remember that speech? Yep. Yep. Of course. Those are huge. When the speech writer first presented Obama with yes, we can. Obamac didn't like it. He didn't want to give that speech. He thought it was too basic. He's like, I don't want to repeat the same thing over and over. You know, the audience deserves something more intelligent. And they had a convincing to do this. Yes, we can speech and presented as a rally cry. And finally, I'll get it fine. You know, it goes out and gives a speech. And that's sound bite, man. I think it was a will I am. Turn that into that music video that went crazy. You know, right. It's just a really powerful sound bite. And I find it the best politicians end of speaking in sound bites. You know, we're going to trump so effective at what he's doing. The blogger Scott Adams, if anybody wants to get a good deep run, there's the blogger Scott Adams who created Dilbert. He when Trump was running in 2016 and nobody thought he would win. Scott Adams was one of the first people I saw that came out and was like, oh, not only can he win, he will win in a landslide, which is what exactly is which is what happened. And he explained he goes, Trump has verbal kill shots. You know, he has these phrases that he'll say about opponents where he'll be like low energy, Jeb Bush. And then you can never look at Jeb again and see anything but low energy. And Jeb so offended by it that he feeds energy into that. Like he, you know, he starts to be flustered by it. And then he starts to try to up his energy and then Trump will pat him on the head be like, well, at least you're trying now, Jeb, yeah, that's good. You're trying to pick up your energy. I like that. And he would just destroy candidates with like, you know, crooked Hillary. You know, he would just just brand people in a one shot kill with with with these phrases. And even the one you that video you just showed the kind of I have your back. Like, you know, he he's very, very good at just repeating simple messages and and branding himself one way and positioning himself against the others the other way. All right. So the 80s, here's a force for good. So did you know, Sean, the phrase, have one for the road? Do you know where that came from? No, but now that I think about it, kind of a fucked up phrase. So I would think that the the worst use of that phrase would be go what have one and then go drive it. It actually meant take a beer in your car and drink it. Walt would be driving away from wherever you're going, right? So drunk driving was out of control. And a camp campaign was created. Friends don't let friends drive drunk. And it had three things to do. Drive your friend home. Have your friends sleep over or call a cab. You know, and this cut drunk driving in half. It was something like a 40 to 50% drunk driving decrease when this started going around. That's like Craig, if I say the phrase, this is your brain on drugs, what do you think of? Yeah, you think of that Friday, a powerful demonstration, right? And egg hitting a frying pan sizzling. Like, yeah, that was how long ago? That was like, it had to have been I was a kid. Like I was that was 20 plus years ago. And it still has hijacked my brain. Where if I if I see an egg, I think about drugs or if I hear this is your brain on drugs, I hear the egg, right? Like that is so powerful how that worked. These powerful demonstrations are unforgettable. You'll never look at a sword and not think about the sword slicing through the bullet. Yeah. There's something about it that really sticks in the human mind. Maybe it's a way we are taught how to learn, you know? I have a daughter now and she's learning physics. Not the way I think of physics. And it's not something I thought, but you know, you have kids too. You see how they learn the way blocks fit together and gravity and all of this. You know, it teaches you a lot about how the human brain learns. And if you think about what these demonstrations are, they're really physics demonstrations. So it's like, that's how we've been learning since age zero. Yeah. And and we need that foundational physics to survive. You really know, sitting babies like they need to know that if they're crawling and there's something here that it's going to hurt if they hit it. Like it's so basic, but the kids don't know that they actually have to learn that, you know? And you think about, I always was like, why don't we remember anything before we're five years old? And I think it's because the brain is optimizing to learn physics. Thank you. The physics are just so important that you just like, we don't remember it right now. The physics are like fundamental. But if you don't know physics, you're going to fucking die. Like just walking down the street, right? So it's all physics. No, I think these are like new physics lessons that we find really fascinating. You know, what else people are really interested in is these, they call them ASMR videos. Oh, where it's like the two thing things that are happening. We do this as an ad for my e-com brand. So I was watching TikToks and there's these TikToks that are these soothing ASMR things. The ones that I was watching were like a bottle. There's a bottle filled with sand or marble, sand or marble. So I think there's marbles. And they would they would roll the glass bottle down a set of cement stairs. So you hear like the clink rolling, like a glass bottle rolling sound. Then you hear the clink as it hits the stair. And then by the second or third stair, it cracks. And then you hear marbles bouncing like in synchronicity, like down the stairs. And for some reason, these videos always have like 10 million, 10 million views on them just because they're like oddly satisfying to watch. And people just love that combination of the visual plus the sound. And so we took that and we remixed that with our product. Basically, we we we've integrated it in with our products. So that the video starts with that rolling thing. And then we just sort of hijacked the video and show our product upon the smash. And way more people watch that than if we just start with our product, even though it's a complete bait and switch. That's interesting. Yeah, I mean, if you go up to someone on the street and be like, Hey, do you love physics? Do you want to study physics? It's like, no, but that's actually not the truth. Humans love physics. We all love physics. We're obsessed with physics. And it starts today's zero. It'll just take. So yeah, so this this add a prevent drunk driving did the, you know, all these these same things. And it worked. So, okay, so here's a modern story. So 2010 when we were we're starting golden hip-hop, my brother comes to me and he says, Hey, have you heard of probiotics? And I had and it was like, what are those? And he says, Well, you know, you got all these bacteria in you. And I was like, okay, what do you mean? He's like, you know, your microbiome. I'm like, what's that? You know, he goes on to tell me that, you know, you take these probiotics, which are good beneficial bacteria, it's supposed to do something, right? So I take them. And I started having a lot more regular poops. I don't know who, what I was eating before, but they started working. And I was like, why, why is this affecting me? I'm a pretty healthy guy. I'm a pretty good shape. This is this is actually helping me out. And I started looking into it. And I realized that all of these foods I was eating that I thought were healthy because they said low fat or whatever on them had sugars or artificial sweeteners or things like that pumped into them from the food companies. And they were on the, on the labels under different names. So you don't know what they are, you know, like sucralose or, you know, agave nectar, things like that, you know, like you, you would say zero sugars on the label, but they're either half these substitutes. Yeah. Yeah, but it's got agave. It's got corn syrup. It's got like, you know, natural fruit juices, you know, all those things are sugars. And so I started digging into this and there was some shady stuff, man. There was some experiments done where like, you know, the sugar companies would would pay a farmer to, you know, food is very expensive for livestock. And farmers always dreamed that they could give their livestock sugar instead of food. And they'd be able to use that as a nutrient so they could stop this big food expanse and like they do that and they'd try it and the cows would all die, you know. And then they tried it. Okay, well, let's take the food and let's add sugar and see what happens. And then the cows would still die and they didn't lose it. And then they'd bury the studies, right? And then the artificial sweetener things were even worse. So there was a company, G.D. Surle that invented artificial sweetener called Aspertain, it's now known as NutriSweet. What a lot of people don't know is when they came up with this artificial sweetener, they knew it would be a billion dollar product because the sweetener market had already been built out. They started testing it on lab animals and that lab animals were growing tumors. And the scientists got popped the first time ever that the government filed criminal charges against a food company for false spying studies because the scientists were cutting the tumors out of the animals and sowing them back up and saying, oh, no, two worse here. And they got caught doing that. Wow. And so I found out about all this and I was just like completely mystified. And so I wrote this presentation about this and I talked about probiotics and how a way to combat the artificial sweeteners and sugars that are being pumped into your foods that it'd be impossible for you to discover them all, you know, is to add good bacteria because those, you know, the bad bacteria growth that happens because of all this consumption that makes the bad bacteria get really frothy need to be offset by good bacteria. And so I put this video together and it went absolutely bananas. So it was seen by probably, you know, 100 million people. It's hard to track, but the last we checked there was over 100 million. And this is in a period of about four months. Joe Rogan tweeted it out and someone wrote there like, hey, Joe, do you realize this is actually an advertisement for a probiotic and a knee wrote back, oh yeah, you know, I didn't see that until the end. I tweeted out before I got to the end of the video and you just watched it or something like that. And it created the biggest probiotic brand in the world at the time. And it was because of this educational component, showing people that your food supplies messed up and you have something called a microbiome that's getting affected by your food supply. And one way to aid that is with probiotics. And so if you look at that Google Transage, we didn't have in the 20s, you know, I'm sure we could do this for Google for the 20s and like it like, you know, cigarettes, right? You see like it makes spike after the Easter day parade, right? We're VW buggy, you see the big spike after the Think Small campaign. Well, we have this now. So if you look at probiotics, you know, probiotics were gaining some steam here. And here's where our add comes online is keybiotics was our brand. So look at the general spike in probiotics. Okay, so what happened there? Well, you can see basically the day we get kicked off a Google and it goes down and you see the trend line goes down too. But then you see it goes back up again. And you know, this is what we lost our next probiotic brand, perfect biotics. You know, did okay. It wasn't the huge banger of success that that keybiotics was. But fear not, met a guy named Dr. Gundry in 2016, we lost a brand with him and look at these spike whites. Look at the probiotics, spike whites, compared with the term, Gundry. And the reason people were sick or not. And the day the campaign will be running really strong, you know, read the videos running running a lot. That's where the searchers would go crazy. And that was because Dr. Gundry is out there with our educational presentations, talking about the microbiome, talking about probiotics and prebiotics, and really just educating the world on this stuff. And, you know, we didn't bring probiotics to America or anything like that. But I like to think we were probably a company that taught more people than anyone about the microbiome. And now, you know, the probiotic trends, you know, keeps going and I think it just keeps going up into the right if you find the current data. And by that, the market has changed. You know, I talked about, I did a Twitter thread a way back right, I talked about the three stages of a product market. So there's Clueless, which is, when you needed to create the marketing wave because your market knows nothing about the product, right? So back then, when I started, no one knew anything about probiotics. So if I just said like, hey, years probiotics, try them out, no one would have cared. But I started with something they did care about was it was like, hey, is your digestion messed up? Are you having irregularity at the bathroom? Well, here's the reason why. And then the next stage of the market is curious where someone's probably heard the term probiotics and you can jump in. And so while my ads in 2013, 2014 were starting with digestive health, I had an ad in 2018, I believe it was. And the headline was, doctor says throw your probiotics in the trash. And enough people knew about probiotics by then they were like, oh, that's wait, wait, I heard these are good for you. You know, right. And then you click on it and it goes on to talk about a most probiotics, don't have enough strains of potency. And also, you know, prebiotics are important and this and that, you know. So that's just knowing the market where it was and where you need to jump in. And then the next level of the market is saturation. And that's kind of where the probiotics market is now. I'm not watching new probiotics. You know, every time I go to conference, someone comes up to me and they're like, I'm launching a probiotic. I mean, good luck. She, you know, it's pretty commoditized by now. But there's still some that have broken through with strong campaigns. Amazing. And so, these are the seven hijacks. I'll read them out here. So number one, make it about them. So that's make it about the customer and the benefits that they're going to get. Number two, make it an event. That's the, you know, nothing attracts a crowd like a crowd. Then number three is a powerful demonstration. So that's the PT bar and that's the elevator with the ax. That's the sword cutting through the bullet. That's the drinking dirty water. Show unquestionable proof. So that's using experts like doctors or influencers. Plus, you know, like you said, he was willing to be in the elevator while the thing was cut. You know, that's a demonstration of proof. Five, change a daily behavior. And I think this was changed in existing daily behavior. Is that right or is it change any daily behavior? I mean, it could be either, you know? Okay. So this is like bullet proof, getting you to add something into your coffee, something you're already doing or like breakfast, having a hardy breakfast as the start of your day versus, you know, just a coffee in a, in a, in a bread roll. Yeah. So he hijacked, David hijacked to the daily behavior. And what we do with probiotics is we change the daily behavior. We encourage them to take something every day. So then six is sell the dream. That's the movie star smile. That's underneath that film. If only you would start brushing your teeth or this is Craig pooping regularly because he's now takes probiotics, prebiotics. That's the dream. And the number seven is help them be a rebel or feel superior. And so that's, you know, be able to stick a middle finger to the man whoever the man is, whether it's Nike or it's, you know, women not having equal rights or whatever, give them the tools and the badge to feel like they're superior and in a rebellion, a part of a rebellion. That's right. Amazing. Well said. You're a, you're a student. Yeah. Well, this is, I mean, the stuff that's in here is, I guess like this is rare in two ways. Number one, I took marketing classes in college and I had marketing professors. None of my marketing professors have never done what you did. They never created a category. They never did a billion dollars in sales. They never sat there and crafted, you know, even this presentation. When we talked three days ago, it was going to be like, marketing throughout the decades. None of you were like, no, that's not going to be the title. I got to think of something good. You come back with seven, seven human hijacks. How marketers have hijacked your brain. And I'm like, oh, God, just seeing you go from two days ago with no title or shitty working title to like a really strong title is seeing somebody in action or hearing you, what you did with the probiotic market. So number one, the opportunity to have a teacher who's actually a master of the game is so rare. So obviously I'm sitting up at my seat. I'm paying attention. Number two, any one of these, like I'm thinking, as you were talking, my brain was like having almost a hard time listening because I'm firing ideas for any of my companies. I'm like, oh, a powerful demonstration. How could we show this in a way that's exaggerated and would would almost be kind of shocking or at drama to what we're doing versus just saying the feature or saying it's good? Like, now how could we like do a powerful demonstration that would give people unquestionable proof, right? So I couldn't even like stop my brain from moving while I'm doing this. Now that's, I don't know, that's the entrepreneur in me, but I think there's a lot of people who are listening that are like that. If you paid attention to this, even one of these hijacks could literally change the trajectory of your company. So anyways, I appreciate you putting this together. This is kind of, this is amazing to me. I don't know how other people are going to feel about this, but as the only student in the room right now, I was pumped about this. This is great. Well, I appreciate the kind words. And as they say, if you could change the life of just one person, right, then your job is please. Well, I'll take care of it. Well, you did it. This has been a master class for sure. So thanks for watching. That's the pod. [MUSIC PLAYING]