Cesar Hernandez is the managing director and founder of Omni Public, a distinguished public relations and public affairs firm. Originally from Brooklyn, New York, Cesar has established a notable career specializing in introducing innovative concepts and ideas into the marketplace. He's collaborated with high-profile clients like Tesla, Uber, and Bird Rides, navigating the complex intersections of media, government, and industry. His future endeavors are focused on leveraging his extensive experience to continue transforming society positively.
Host Jason Hill and co-host Ellie Santra build a riveting discussion with Cesar Hernandez about the evolution and inner workings of public relations within the tech and startup landscapes. This episode unpacks Cesar's journey from his roots in Brooklyn to becoming a PR mogul, touching upon key projects with Tesla and Bird Rides, and his passion for innovative public affairs strategies. The conversation also explores the Owwll App's role in connecting professionals through its unique platform, emphasizing the app's influence on professional networking and personal development.
This episode is a goldmine for entrepreneurs, PR professionals, and anyone interested in media strategies and professional growth. Learn about the intricacies of public relations from a seasoned expert and discover how strategic communication can propel your projects forward. For those interested in expanding their professional network, the Owwll App provides a robust platform for connecting with industry leaders and experts at the tap of a button. Enhance your understanding of public relations and its impact on various industries by tuning into this insightful discussion.
Connect with Cesar: HERE
Questions That This Episode Answers:
1. "What are effective PR strategies for startups to gain media exposure?"
2. "How can entrepreneurs leverage public relations to accelerate business growth?"
3. "What role does PR play in building a startup's brand and credibility?"
Join the App: Owwll App | Join Owwll today using referral code CONNECT for a $10 credit!
Email the Show: Feedback@Owwll.com
Connect with the Owwll Community on Social Media (@OwwllApp): Facebook | Join our Facebook Group! | Instagram | LinkedIn | TikTok | Twitter | Clubhouse
Interested in supporting the show? Contact the Owwll Podcast team today!
Contact OceanTree Creative for your FREE podcast episode production. Just mention that you heard this on the Owwll Podcast! We also help you with your social media presence, whether you are a podcaster, or a small business owner/entrepreneur! Let's get your message to your crowd!
http://www.oceantreecreative.com / 763-331-1632
If you're an entrepreneur, interested in startups, funding, marketing, networking, social media, podcasting this podcast is for you!
Cesar Hernandez is the managing director and founder of Omni Public, a distinguished public relations and public affairs firm. Originally from Brooklyn, New York, Cesar has established a notable career specializing in introducing innovative concepts and ideas into the marketplace. He's collaborated with high-profile clients like Tesla, Uber, and Bird Rides, navigating the complex intersections of media, government, and industry. His future endeavors are focused on leveraging his extensive experience to continue transforming society positively.
Host Jason Hill and co-host Ellie Santra build a riveting discussion with Cesar Hernandez about the evolution and inner workings of public relations within the tech and startup landscapes. This episode unpacks Cesar's journey from his roots in Brooklyn to becoming a PR mogul, touching upon key projects with Tesla and Bird Rides, and his passion for innovative public affairs strategies. The conversation also explores the Owwll App's role in connecting professionals through its unique platform, emphasizing the app's influence on professional networking and personal development.
This episode is a goldmine for entrepreneurs, PR professionals, and anyone interested in media strategies and professional growth. Learn about the intricacies of public relations from a seasoned expert and discover how strategic communication can propel your projects forward. For those interested in expanding their professional network, the Owwll App provides a robust platform for connecting with industry leaders and experts at the tap of a button. Enhance your understanding of public relations and its impact on various industries by tuning into this insightful discussion.
Connect with Cesar: HERE
Questions That This Episode Answers:
1. "What are effective PR strategies for startups to gain media exposure?"
2. "How can entrepreneurs leverage public relations to accelerate business growth?"
3. "What role does PR play in building a startup's brand and credibility?"
Join the App: Owwll App | Join Owwll today using referral code CONNECT for a $10 credit!
Email the Show: Feedback@Owwll.com
Connect with the Owwll Community on Social Media (@OwwllApp): Facebook | Join our Facebook Group! | Instagram | LinkedIn | TikTok | Twitter | Clubhouse
Interested in supporting the show? Contact the Owwll Podcast team today!
Contact OceanTree Creative for your FREE podcast episode production. Just mention that you heard this on the Owwll Podcast! We also help you with your social media presence, whether you are a podcaster, or a small business owner/entrepreneur! Let's get your message to your crowd!
http://www.oceantreecreative.com / 763-331-1632
If you're an entrepreneur, interested in startups, funding, marketing, networking, social media, podcasting this podcast is for you!
00:00:03.210 --> 00:00:03.991
Hey, everybody.
00:00:04.072 --> 00:00:06.272
Welcome to the OWWLL podcast.
00:00:06.293 --> 00:00:07.753
And I have another exciting
00:00:07.873 --> 00:00:09.494
episode here with Cesar in a moment.
00:00:09.554 --> 00:00:11.055
But before we jump in,
00:00:11.476 --> 00:00:13.477
remember that we are doing
00:00:13.496 --> 00:00:16.278
the 30-day hard challenge with OWL.
00:00:16.439 --> 00:00:18.521
We have over 30 people that
00:00:18.541 --> 00:00:20.202
have joined this to build OWL.
00:00:20.847 --> 00:00:21.068
You know,
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a better lifestyle for themselves
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and to create better habits
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in their life.
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And they are making
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themselves available on the
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owl app because they have
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to make a call every single
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day to a different person
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for 30 days straight.
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So it's a great opportunity
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if you're out there listening.
00:00:34.701 --> 00:00:35.600
So make yourself available
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and take a call from one of
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these other professionals.
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And every week we're joined
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by different CEOs, entrepreneurs,
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influencers,
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and celebrities that are
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making an impact to this world.
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So this is your first time tuning in.
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We come live on all of our
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accounts at owl app.
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So make sure to follow us so
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you could be in the know
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when we have all these
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amazing guests that join us.
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And one of my tips of the
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day is to follow these
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guests on the Owl app
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because when they make
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themselves available,
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you'll get that opportunity
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to call them at $1 because
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they can't change their
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price until they get up to 10 calls.
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And a lot of our guests are
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going to change their price
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from $1 to probably $20 to
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$100 to get in contact with them.
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So that's my tip of the day.
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Ellie, what is your tip of the day?
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Drink more water.
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Drink more water.
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Drink more water.
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That is true.
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I feel a lot better after
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drinking a lot of water.
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Yeah.
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But if you want an owl tip.
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Not good for podcasting though.
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Yeah, no.
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Because half the time I've
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been doing these shows,
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I feel like I'm like, oh no,
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at the 30 minute mark and I
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have to go pee.
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Yeah.
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Okay.
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Owl tip.
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I have so many owl tips.
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Oh, I have one.
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So when basically the follow button,
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I feel like a lot of people
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don't utilize the follow
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button enough and they
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don't really know what it's for.
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It's not like Instagram
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where you follow someone
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and then you can see what they're doing.
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Essentially how it works is
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if there is an individual
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on the app that you are
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really interested in speaking to,
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with and they are not live
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when you are on there.
00:02:04.516 --> 00:02:05.596
If you follow them,
00:02:06.576 --> 00:02:07.397
then you will get a
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notification when they do
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go live so that you can get
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a chance to speak with them.
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And under the follow button,
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there is a little check mark,
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I guess that's how you would describe it,
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a little button underneath of it,
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very tiny, that
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If you click on that,
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you can choose if you want
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to follow someone with
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notifications or without.
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So that just making sure
00:02:29.188 --> 00:02:30.490
that if everyone you follow,
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if you don't want to be
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annoyed every time someone goes live.
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Someone like me goes live every day.
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So you do not want to get a
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notification every day if
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you've already spoken to me.
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Right.
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Of course, you change that setting.
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You can change the setting
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and then you can, you know,
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still follow them without
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getting notified.
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So, yeah.
00:02:51.340 --> 00:02:52.800
Well, let's get into our guest today.
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You know,
00:02:53.342 --> 00:02:55.342
we have someone from my neck of
00:02:55.362 --> 00:02:56.324
the woods from New York
00:02:56.364 --> 00:02:57.224
that moved down here.
00:02:57.564 --> 00:02:59.167
He's originally from Brooklyn.
00:02:59.947 --> 00:03:01.829
And I spent about 10 years
00:03:01.868 --> 00:03:02.909
in Long Island City, Queens,
00:03:03.110 --> 00:03:04.270
next door to him, of course.
00:03:04.570 --> 00:03:06.492
And Cesar does a lot in the PR world.
00:03:06.513 --> 00:03:07.354
So we're excited to have you
00:03:07.394 --> 00:03:08.033
on the show today.
00:03:08.334 --> 00:03:09.574
Cesar, for our audience listening,
00:03:09.615 --> 00:03:10.776
tell everyone a little bit
00:03:10.836 --> 00:03:12.258
about yourself and what you
00:03:12.277 --> 00:03:12.978
do in the PR space.
00:03:13.359 --> 00:03:13.778
Absolutely.
00:03:13.799 --> 00:03:15.741
So my name is Cesar Hernandez.
00:03:16.461 --> 00:03:19.424
I am the managing director and founder of
00:03:20.097 --> 00:03:20.817
Omni Public,
00:03:21.056 --> 00:03:24.179
and we are a full suite public affairs,
00:03:24.838 --> 00:03:26.038
public relations firms.
00:03:26.199 --> 00:03:27.539
That's really just, you know,
00:03:28.020 --> 00:03:29.881
speak for I'm a publicist
00:03:29.941 --> 00:03:32.401
and I'm a lobbyist and I
00:03:32.461 --> 00:03:33.602
specialize in introducing
00:03:33.662 --> 00:03:34.983
new concepts and ideas into
00:03:35.002 --> 00:03:35.763
the marketplace.
00:03:36.223 --> 00:03:37.403
And we navigate media,
00:03:37.463 --> 00:03:38.544
government and industry.
00:03:38.984 --> 00:03:40.645
Been very fortunate to work
00:03:40.664 --> 00:03:44.246
with companies such as Tesla, Hyperloop,
00:03:44.566 --> 00:03:48.367
Uber, Bird Rides, Porsche, Ford Mobility.
00:03:48.948 --> 00:03:50.068
At this point in my career,
00:03:50.128 --> 00:03:53.290
over 350 startups, universities,
00:03:53.431 --> 00:03:54.412
public officials,
00:03:54.972 --> 00:03:56.353
people running for school board,
00:03:56.393 --> 00:03:57.674
people running for Congress,
00:03:57.713 --> 00:03:58.914
people running for president.
00:03:58.935 --> 00:04:00.556
And I'm obsessed.
00:04:00.616 --> 00:04:01.917
I'm obsessed with consulting.
00:04:01.937 --> 00:04:03.497
I love what I do.
00:04:03.598 --> 00:04:06.479
I think that I am living the
00:04:06.539 --> 00:04:07.681
dream legitimately.
00:04:08.974 --> 00:04:09.955
And I want to work with good
00:04:09.995 --> 00:04:10.716
people that are looking to
00:04:10.756 --> 00:04:12.097
transform society for good.
00:04:12.317 --> 00:04:14.157
So give us a real example, right?
00:04:14.419 --> 00:04:15.620
Owl's a startup, right?
00:04:15.860 --> 00:04:17.800
I come to you, what happens?
00:04:17.841 --> 00:04:19.521
Or tell us a past company, you know,
00:04:19.562 --> 00:04:20.362
that you worked with.
00:04:20.983 --> 00:04:22.985
And like, how does this really start?
00:04:23.105 --> 00:04:23.625
Where we all...
00:04:24.266 --> 00:04:25.927
We want more eyeballs on our website.
00:04:25.968 --> 00:04:27.548
We want more eyeballs on social media.
00:04:27.889 --> 00:04:29.050
We want to get into Forbes.
00:04:29.069 --> 00:04:30.752
We want to be entrepreneur of the year,
00:04:30.951 --> 00:04:31.771
maybe, right?
00:04:31.791 --> 00:04:33.814
We want to be at TEDx talks
00:04:33.913 --> 00:04:34.795
and get on a stage.
00:04:34.814 --> 00:04:35.995
We want to be book authors, right?
00:04:36.016 --> 00:04:36.857
Because all this drives
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traffic back to our brand
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and helps us build a better community,
00:04:41.701 --> 00:04:43.422
helps hiring people because
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they want to be part of that brand,
00:04:44.663 --> 00:04:45.204
for example.
00:04:45.483 --> 00:04:46.985
Like we partner with Celsius Beverage.
00:04:47.446 --> 00:04:48.947
I've never seen so many
00:04:48.966 --> 00:04:49.908
individuals want to work
00:04:49.927 --> 00:04:50.788
for my brand in my life.
00:04:51.309 --> 00:04:51.589
Right.
00:04:52.031 --> 00:04:52.290
You know,
00:04:52.370 --> 00:04:53.612
it's shooting fish in a barrel
00:04:53.632 --> 00:04:54.274
for them when it comes to
00:04:54.295 --> 00:04:55.637
hiring because people have
00:04:55.817 --> 00:04:58.000
fall fallen in love with the brand.
00:04:58.322 --> 00:04:58.502
Right.
00:04:58.521 --> 00:05:00.144
So explain to me kind of
00:05:00.464 --> 00:05:01.627
that startup comes to you like,
00:05:01.668 --> 00:05:02.249
what do you do next?
00:05:02.937 --> 00:05:03.098
Sure.
00:05:03.137 --> 00:05:04.478
So I'll give two examples
00:05:04.560 --> 00:05:05.880
and then I will give the
00:05:05.940 --> 00:05:07.161
learnings from those examples.
00:05:07.482 --> 00:05:07.701
Right.
00:05:08.202 --> 00:05:08.903
First example,
00:05:08.944 --> 00:05:09.964
just because it's a common
00:05:10.004 --> 00:05:11.065
name right now is Tesla.
00:05:11.425 --> 00:05:11.646
Right.
00:05:11.665 --> 00:05:14.208
So work with them around 2016, 2017.
00:05:14.788 --> 00:05:15.629
And initially,
00:05:16.290 --> 00:05:17.651
where was Tesla at that point?
00:05:17.732 --> 00:05:19.192
People thought that that was
00:05:19.213 --> 00:05:20.454
going to be a battery company.
00:05:21.014 --> 00:05:21.956
They thought that they
00:05:21.975 --> 00:05:22.735
weren't going to roll out
00:05:22.776 --> 00:05:24.658
the S. The X was a dream
00:05:24.898 --> 00:05:25.838
and they were just going to
00:05:26.019 --> 00:05:27.821
shut her up and just be an OEM company.
00:05:29.156 --> 00:05:31.178
Now, I was on the team at that time.
00:05:31.199 --> 00:05:31.980
I was working for a
00:05:32.040 --> 00:05:33.581
government agency to
00:05:33.641 --> 00:05:34.601
produce what's called
00:05:34.641 --> 00:05:35.942
public-private partnerships,
00:05:36.644 --> 00:05:39.565
and they wanted to compete
00:05:39.605 --> 00:05:40.947
with Uber initially.
00:05:41.028 --> 00:05:42.189
Tesla wanted to see if the
00:05:42.249 --> 00:05:45.011
Model S or X can run 24
00:05:45.011 --> 00:05:47.894
hours and create the Tesla network,
00:05:48.274 --> 00:05:50.576
which would then go autopilot,
00:05:50.875 --> 00:05:51.797
and now you would have
00:05:53.298 --> 00:05:56.298
essentially autonomous driving ride share.
00:05:57.560 --> 00:05:58.939
And the vision was... And
00:05:58.980 --> 00:06:00.281
I've seen that in certain cities.
00:06:00.380 --> 00:06:02.081
I've been to Phoenix and I
00:06:02.101 --> 00:06:02.922
saw it in Phoenix.
00:06:03.021 --> 00:06:03.822
It was wild.
00:06:03.862 --> 00:06:05.283
This is where I'm headed towards.
00:06:06.283 --> 00:06:09.624
And the idea was if I buy a Tesla,
00:06:10.245 --> 00:06:11.084
I can go home
00:06:12.081 --> 00:06:13.262
And when I'm hanging out at home,
00:06:13.442 --> 00:06:16.245
my Tesla can leave and go pick people up.
00:06:16.785 --> 00:06:17.745
Sign me up.
00:06:18.125 --> 00:06:18.927
And then come back.
00:06:19.067 --> 00:06:20.247
And I just made passive income.
00:06:20.588 --> 00:06:20.767
Yeah.
00:06:21.028 --> 00:06:22.509
However, before you did that,
00:06:22.569 --> 00:06:24.029
you had to see if there was a use case.
00:06:24.089 --> 00:06:25.331
So we attempted it and we
00:06:25.391 --> 00:06:26.732
created something called
00:06:26.771 --> 00:06:29.153
hyperlink in Tampa Bay where you
00:06:29.574 --> 00:06:31.214
A Tesla would pick you up in
00:06:32.036 --> 00:06:33.416
like a rideshare fashion
00:06:34.177 --> 00:06:35.879
and connect you to either
00:06:35.918 --> 00:06:36.759
an existing like
00:06:36.800 --> 00:06:38.680
transportation network or
00:06:38.882 --> 00:06:40.423
to where your location is at.
00:06:40.483 --> 00:06:40.682
Right.
00:06:41.262 --> 00:06:42.483
And it was it was successful.
00:06:42.543 --> 00:06:43.545
It increased ridership for
00:06:43.564 --> 00:06:44.565
the transportation agency
00:06:44.586 --> 00:06:45.586
around 80 percent.
00:06:46.206 --> 00:06:48.528
But the learnings from that was, hey,
00:06:48.910 --> 00:06:50.630
we don't want to go into rideshare.
00:06:51.187 --> 00:06:52.567
But our vehicles,
00:06:52.588 --> 00:06:54.050
because we did a data share agreement,
00:06:54.470 --> 00:06:56.232
can run in that fashion.
00:06:56.812 --> 00:06:59.153
So if you've ever went to
00:06:59.194 --> 00:07:00.596
New York City and rode Rebel,
00:07:01.175 --> 00:07:02.978
if you ever took Uber in
00:07:03.218 --> 00:07:05.399
Europe and a Tesla picked you up,
00:07:05.819 --> 00:07:07.040
or even now in Tampa,
00:07:07.060 --> 00:07:08.081
something called Dash,
00:07:08.822 --> 00:07:11.144
it was my initial project
00:07:11.204 --> 00:07:12.045
that I worked with them,
00:07:12.065 --> 00:07:13.968
that data share that was
00:07:14.048 --> 00:07:15.449
given to produce Uber.
00:07:15.971 --> 00:07:16.271
Now,
00:07:16.310 --> 00:07:18.673
these future transportation network
00:07:18.752 --> 00:07:20.195
companies, and this is in 2016, 2017.
00:07:20.194 --> 00:07:22.216
Yeah, a lot earlier on.
00:07:22.576 --> 00:07:22.776
Right?
00:07:22.836 --> 00:07:23.437
Yeah.
00:07:23.557 --> 00:07:25.098
Second one is Bird Rides for
00:07:25.117 --> 00:07:26.680
the scooter company, right?
00:07:26.899 --> 00:07:27.821
Micromobility.
00:07:28.420 --> 00:07:30.101
They needed to deploy them
00:07:30.182 --> 00:07:31.362
across the Southeast United
00:07:31.403 --> 00:07:33.204
States because it's warmer, warmer
00:07:33.870 --> 00:07:34.290
climate.
00:07:34.831 --> 00:07:36.632
And they just raised a ton of money.
00:07:36.653 --> 00:07:37.973
They were fastest billion
00:07:38.012 --> 00:07:39.254
dollar valuated company in
00:07:39.293 --> 00:07:40.154
American history,
00:07:40.214 --> 00:07:41.314
seven months to a billion
00:07:41.334 --> 00:07:42.295
dollar valuation.
00:07:43.197 --> 00:07:43.976
And we helped.
00:07:44.156 --> 00:07:45.778
There were scooters everywhere.
00:07:45.817 --> 00:07:46.377
I'm like,
00:07:46.398 --> 00:07:47.559
there's too many of these things.
00:07:47.879 --> 00:07:48.899
They were dumped everywhere
00:07:49.439 --> 00:07:51.440
in Austin when I visited, of course.
00:07:51.641 --> 00:07:54.103
And so we worked to launch a
00:07:54.142 --> 00:07:55.384
public affairs campaign
00:07:56.279 --> 00:07:58.021
you know, did a communication strategy,
00:07:58.040 --> 00:08:00.300
a lobbying strategy and
00:08:00.521 --> 00:08:02.101
pulled it together and
00:08:02.141 --> 00:08:02.822
which I'm going to share.
00:08:02.862 --> 00:08:04.463
How do you do that to then
00:08:04.583 --> 00:08:05.862
create the very first micro
00:08:05.903 --> 00:08:07.144
mobility systems across the
00:08:07.204 --> 00:08:08.384
Southeast United States?
00:08:09.024 --> 00:08:12.406
Now they sense kind of retracted, right?
00:08:12.745 --> 00:08:13.886
They're no longer my client,
00:08:14.346 --> 00:08:16.406
but these are the things
00:08:16.427 --> 00:08:17.447
that we've been able to do
00:08:17.487 --> 00:08:18.648
these strategies, right?
00:08:18.788 --> 00:08:20.267
And so how do you do that?
00:08:20.288 --> 00:08:21.329
Cause these are big names,
00:08:21.629 --> 00:08:22.569
but you got to remember
00:08:22.608 --> 00:08:24.470
when I initially began to work with them,
00:08:24.959 --> 00:08:25.519
They weren't.
00:08:25.699 --> 00:08:27.000
They were just, you know,
00:08:27.040 --> 00:08:28.120
starting up startups.
00:08:28.682 --> 00:08:29.961
So if you're if you're a star,
00:08:29.982 --> 00:08:31.663
we've got to think about three things.
00:08:31.882 --> 00:08:32.143
Right.
00:08:32.543 --> 00:08:33.884
And this is an arena called
00:08:33.964 --> 00:08:35.445
non-market strategy and all
00:08:35.504 --> 00:08:36.965
non-market strategy means
00:08:37.446 --> 00:08:38.446
it's something that's going
00:08:38.466 --> 00:08:39.746
to impact your widget that
00:08:39.807 --> 00:08:40.947
has nothing to do with the
00:08:40.986 --> 00:08:44.528
creation of your widget policy, politics,
00:08:44.928 --> 00:08:47.970
community, charter, public opinion,
00:08:48.049 --> 00:08:48.910
et cetera, et cetera.
00:08:49.451 --> 00:08:51.552
So if you're a startup, number one,
00:08:51.591 --> 00:08:52.611
you need credibility.
00:08:53.673 --> 00:08:53.873
Right.
00:08:54.519 --> 00:08:56.500
Oh, but I can't hire a PR firm.
00:08:56.701 --> 00:08:56.921
Right.
00:08:56.961 --> 00:08:57.321
I can't.
00:08:57.561 --> 00:08:58.301
You don't need that.
00:08:59.022 --> 00:09:02.442
You're the first piece of PR.
00:09:03.283 --> 00:09:05.364
LinkedIn, LinkedIn newsletters,
00:09:05.703 --> 00:09:07.845
landing pages, landing sites.
00:09:08.605 --> 00:09:10.666
Here's a huge takeaway is
00:09:10.785 --> 00:09:12.125
purchase your domain name,
00:09:12.246 --> 00:09:13.407
Jane Doe dot com.
00:09:14.206 --> 00:09:15.326
put on a landing page,
00:09:15.907 --> 00:09:17.128
list all your articles,
00:09:17.408 --> 00:09:19.068
list the blog posts, right?
00:09:19.288 --> 00:09:20.190
I got to do that actually.
00:09:20.450 --> 00:09:21.130
Surprisingly,
00:09:21.270 --> 00:09:22.471
I got so many darn websites
00:09:22.491 --> 00:09:23.611
because I got the Shrimp Tank,
00:09:23.652 --> 00:09:25.774
the Owl Podcast, you know,
00:09:25.793 --> 00:09:27.554
Financial Service one,
00:09:27.615 --> 00:09:28.655
but I don't have one that's
00:09:28.676 --> 00:09:29.875
just the Jason R. Hill.
00:09:30.456 --> 00:09:31.157
And the reason why I went
00:09:31.216 --> 00:09:32.317
the Jason R. Hill is
00:09:32.378 --> 00:09:33.979
because all the other Jason
00:09:33.999 --> 00:09:35.320
R. Hill was taken, of course.
00:09:35.500 --> 00:09:36.541
I have a very common name.
00:09:37.461 --> 00:09:38.542
And I've done that on socials,
00:09:38.861 --> 00:09:39.643
but I haven't actually just
00:09:39.682 --> 00:09:40.964
done my own website yet.
00:09:41.004 --> 00:09:41.464
So it's a great idea.
00:09:41.484 --> 00:09:43.085
You need it for SEO.
00:09:43.505 --> 00:09:44.687
You need it for SEO,
00:09:45.047 --> 00:09:47.469
but here's another reason, right?
00:09:47.969 --> 00:09:49.090
On the opposite end,
00:09:49.169 --> 00:09:51.072
say you land in a Forbes.
00:09:51.091 --> 00:09:52.793
So say maybe you got a $10
00:09:52.793 --> 00:09:56.255
million investment or any
00:09:56.296 --> 00:09:57.576
investment and you land in
00:09:57.596 --> 00:09:58.517
a major publication.
00:10:00.178 --> 00:10:01.259
There are some bad actors
00:10:01.340 --> 00:10:02.460
out there and they're going
00:10:02.480 --> 00:10:04.422
to research JaneDoe.com.
00:10:05.881 --> 00:10:06.722
And they'll purchase that
00:10:06.763 --> 00:10:07.964
domain if it's not taken.
00:10:08.825 --> 00:10:09.765
And then maybe they put a
00:10:09.806 --> 00:10:12.207
landing page to say Jane does a scam.
00:10:12.368 --> 00:10:14.330
Jane does companies a scam dot com.
00:10:14.970 --> 00:10:16.831
Link it to a dark site.
00:10:17.451 --> 00:10:18.693
And now when you Google
00:10:18.714 --> 00:10:21.076
search Forbes ranks and
00:10:21.115 --> 00:10:22.317
then here's this other
00:10:23.057 --> 00:10:24.719
landing page and then you
00:10:24.739 --> 00:10:25.840
go to them and say, hey,
00:10:26.460 --> 00:10:27.520
can you take that down?
00:10:27.561 --> 00:10:28.201
They're like, sure.
00:10:28.241 --> 00:10:29.143
One hundred thousand dollars.
00:10:30.499 --> 00:10:31.519
This happens all the time.
00:10:31.700 --> 00:10:34.061
So this is how I consult for
00:10:34.100 --> 00:10:35.520
my clients because I seen
00:10:35.541 --> 00:10:37.422
it all the time when they
00:10:37.461 --> 00:10:39.003
would attack the companies
00:10:39.023 --> 00:10:39.802
that I would represent.
00:10:40.124 --> 00:10:41.823
So the best form of offense
00:10:41.884 --> 00:10:43.625
initially having a good defense.
00:10:43.644 --> 00:10:44.985
So creating your own content.
00:10:45.625 --> 00:10:46.746
purchasing your own landing
00:10:46.787 --> 00:10:48.609
page so that nobody can
00:10:48.649 --> 00:10:50.990
attack you right so first
00:10:51.010 --> 00:10:52.071
thing is you're your own
00:10:52.152 --> 00:10:54.634
content number two don't
00:10:54.714 --> 00:10:57.275
get caught up in I need
00:10:57.336 --> 00:10:58.897
forbes I need tech crunch I
00:10:58.917 --> 00:11:01.239
need etc yeah look at your
00:11:01.418 --> 00:11:04.140
local journal right so if
00:11:04.162 --> 00:11:05.081
you're in tech and you're
00:11:05.101 --> 00:11:06.163
in south florida look at
00:11:06.604 --> 00:11:09.206
refresh miami or look at
00:11:09.265 --> 00:11:10.046
south florida business
00:11:10.066 --> 00:11:11.607
journals right they have miami inno
00:11:12.528 --> 00:11:13.809
And reach out to the reporter.
00:11:14.431 --> 00:11:16.152
Don't pitch stories.
00:11:16.572 --> 00:11:17.633
Pitch relationships.
00:11:18.494 --> 00:11:20.174
Hey, I don't have a story for you.
00:11:20.195 --> 00:11:21.696
I have a tech company or I
00:11:21.735 --> 00:11:22.657
have company angst.
00:11:23.096 --> 00:11:24.317
I noticed that you write about it.
00:11:24.378 --> 00:11:25.219
Can we grab coffee?
00:11:26.480 --> 00:11:28.761
If they don't respond, they host events.
00:11:29.162 --> 00:11:29.903
Go to the event.
00:11:30.062 --> 00:11:31.264
Hey, love your talk.
00:11:31.323 --> 00:11:32.184
Can we grab coffee?
00:11:32.345 --> 00:11:35.427
Cultivate a relationship locally first,
00:11:35.908 --> 00:11:36.128
right?
00:11:36.668 --> 00:11:38.970
And then the last thing is look at
00:11:39.453 --> 00:11:41.455
credible actors that may
00:11:41.695 --> 00:11:43.115
influence the audience that
00:11:43.155 --> 00:11:45.118
can potentially be your consumers,
00:11:46.599 --> 00:11:47.918
like podcasts, et cetera,
00:11:48.320 --> 00:11:49.200
because you want
00:11:49.279 --> 00:11:51.302
individuals to magnify you.
00:11:51.642 --> 00:11:53.202
Maybe they're a LinkedIn influencer,
00:11:53.243 --> 00:11:54.384
maybe they're a podcaster,
00:11:54.823 --> 00:11:56.804
and you rinse and repeat that monthly.
00:11:59.770 --> 00:12:02.375
I love the point with Refresh Miami,
00:12:02.414 --> 00:12:02.956
for example,
00:12:03.015 --> 00:12:05.678
because they put on so many
00:12:05.739 --> 00:12:06.961
darn events and no one
00:12:07.000 --> 00:12:08.523
realizes you could just go
00:12:08.562 --> 00:12:10.164
to them and meet the
00:12:10.225 --> 00:12:11.486
executives that run it.
00:12:11.947 --> 00:12:13.408
They go to probably half the
00:12:13.469 --> 00:12:14.410
events that they put on.
00:12:14.870 --> 00:12:15.873
And I went to one down in
00:12:15.893 --> 00:12:16.673
Brickell recently.
00:12:17.453 --> 00:12:18.234
And I shook their hand.
00:12:18.274 --> 00:12:19.695
I'm like, come on the owl podcast.
00:12:19.774 --> 00:12:20.434
And they're like, sure,
00:12:20.475 --> 00:12:21.215
this looks awesome.
00:12:21.615 --> 00:12:22.416
So it was that easy.
00:12:22.895 --> 00:12:24.496
But but it wasn't a pitch.
00:12:24.897 --> 00:12:25.576
It was a give.
00:12:25.856 --> 00:12:26.596
And I think that's the
00:12:26.616 --> 00:12:27.717
mistakes too often that
00:12:28.217 --> 00:12:29.197
startup founders make.
00:12:29.437 --> 00:12:30.719
They're in love with their
00:12:30.778 --> 00:12:32.578
brand and they think others
00:12:32.599 --> 00:12:34.379
will immediately like resonate with it.
00:12:34.932 --> 00:12:35.711
and wanna share their
00:12:35.751 --> 00:12:36.773
journey and their story,
00:12:36.793 --> 00:12:38.113
but that's not the case, right?
00:12:38.573 --> 00:12:39.974
Like OWL is really cool and all, right?
00:12:40.033 --> 00:12:41.914
You saw it, but like journalists,
00:12:42.154 --> 00:12:43.176
they see the stuff all the
00:12:43.216 --> 00:12:45.475
time and they wanna pitch
00:12:45.515 --> 00:12:46.856
the person behind OWL and
00:12:46.876 --> 00:12:47.998
they wanna get to know the person.
00:12:48.398 --> 00:12:49.238
So I love that point about
00:12:49.278 --> 00:12:50.899
building relationships to start out with.
00:12:51.519 --> 00:12:52.320
before jumping the gun.
00:12:52.340 --> 00:12:54.181
And I see Ellie doing that all the time,
00:12:54.480 --> 00:12:54.660
right?
00:12:54.861 --> 00:12:55.782
She's a musician.
00:12:56.462 --> 00:12:57.624
She goes to a lot of events,
00:12:58.323 --> 00:12:59.404
but it starts with the
00:12:59.465 --> 00:13:00.785
relationship side first.
00:13:00.966 --> 00:13:03.008
And then eventually like, Hey,
00:13:03.268 --> 00:13:05.229
what else is behind Ellie?
00:13:05.730 --> 00:13:06.671
And then it opens up doors.
00:13:06.711 --> 00:13:07.311
Do you agree, Ellie?
00:13:07.912 --> 00:13:08.192
Yeah.
00:13:08.871 --> 00:13:10.754
I use owl as my get in the
00:13:10.793 --> 00:13:11.754
door all the time.
00:13:11.793 --> 00:13:13.755
And then, Oh, I'm also a musician.
00:13:13.775 --> 00:13:13.816
Oh,
00:13:13.836 --> 00:13:15.277
do you want me to perform at your
00:13:15.317 --> 00:13:16.018
corporate event?
00:13:16.398 --> 00:13:17.399
Oh, no.
00:13:17.778 --> 00:13:20.240
And even as a musician is music reporters.
00:13:21.275 --> 00:13:23.037
Reach out to them, grab coffee,
00:13:23.317 --> 00:13:24.837
invite them out to your gigs.
00:13:25.558 --> 00:13:27.480
This doesn't exclusively work for tech.
00:13:27.580 --> 00:13:30.061
This exclusively works as a
00:13:30.120 --> 00:13:31.361
communication strategy.
00:13:31.706 --> 00:13:33.067
Well, and I like, yeah,
00:13:33.128 --> 00:13:34.528
just your idea of actually
00:13:34.567 --> 00:13:35.708
going in person because
00:13:36.288 --> 00:13:38.230
think about how many DMs
00:13:38.409 --> 00:13:40.110
and messages and emails and
00:13:40.130 --> 00:13:41.311
you're just another number,
00:13:41.331 --> 00:13:44.493
another person in their inbox.
00:13:44.513 --> 00:13:46.494
So like actually taking the
00:13:46.533 --> 00:13:47.573
time and making the effort
00:13:47.614 --> 00:13:49.254
to show up at their event
00:13:49.355 --> 00:13:51.176
already gives you more
00:13:51.235 --> 00:13:52.836
credit than everyone else.
00:13:53.136 --> 00:13:54.537
That's how I cultivated most
00:13:54.596 --> 00:13:55.597
of my relationships with
00:13:55.638 --> 00:13:58.178
reporters is I met them in person.
00:13:58.995 --> 00:13:59.256
Right.
00:13:59.657 --> 00:14:00.938
Yeah, I would see.
00:14:01.279 --> 00:14:02.562
We just started work doing
00:14:02.642 --> 00:14:04.365
work maybe three years ago
00:14:04.384 --> 00:14:05.907
in South Florida.
00:14:06.467 --> 00:14:08.110
First thing I did was to get
00:14:08.150 --> 00:14:08.851
an audience with the
00:14:08.912 --> 00:14:10.052
publisher of the South
00:14:10.073 --> 00:14:10.894
Florida Business Journal.
00:14:11.948 --> 00:14:13.129
going to their events
00:14:13.409 --> 00:14:14.809
cultivating a relationship
00:14:14.929 --> 00:14:16.331
before I made any asks
00:14:16.791 --> 00:14:18.111
talking to the reporter
00:14:18.511 --> 00:14:19.432
what are things that you
00:14:19.471 --> 00:14:21.533
like to talk about right
00:14:21.994 --> 00:14:23.553
because very early on
00:14:23.634 --> 00:14:24.434
irrespective of your
00:14:24.475 --> 00:14:25.414
industry you have to make a
00:14:25.455 --> 00:14:26.576
decision if you're going to
00:14:26.615 --> 00:14:28.115
be someone who's
00:14:28.275 --> 00:14:29.917
relationship driven or
00:14:30.017 --> 00:14:31.477
transactional it's not to
00:14:31.518 --> 00:14:32.498
say that one is better than
00:14:32.538 --> 00:14:34.058
the other one but just
00:14:34.658 --> 00:14:36.159
abide by the rules of
00:14:36.659 --> 00:14:38.461
Am I just looking for transactional stuff?
00:14:38.783 --> 00:14:40.845
Do I just want to buy ads or
00:14:41.405 --> 00:14:43.106
do I want to cultivate a relationship?
00:14:43.567 --> 00:14:43.807
Right.
00:14:43.988 --> 00:14:45.370
And have a longstanding
00:14:45.409 --> 00:14:47.432
relationship because reporter,
00:14:47.471 --> 00:14:48.653
it could be a reporter today,
00:14:48.833 --> 00:14:49.914
an editor the next day,
00:14:49.934 --> 00:14:51.856
a president or a publisher the next day.
00:14:52.280 --> 00:14:52.922
For example,
00:14:52.961 --> 00:14:55.524
Refresh Miami gets picked up a lot by,
00:14:55.563 --> 00:14:57.926
say, Florida Trend and the Miami Herald.
00:14:58.265 --> 00:14:58.525
Right.
00:14:59.047 --> 00:15:00.528
One of the editors there is
00:15:00.548 --> 00:15:02.428
an editor for Refresh and
00:15:02.549 --> 00:15:04.150
also for Florida Trend.
00:15:04.711 --> 00:15:06.111
So they're scouting like, oh,
00:15:06.153 --> 00:15:07.273
maybe this will work for this.
00:15:07.332 --> 00:15:08.374
Maybe this will work for this.
00:15:08.474 --> 00:15:08.715
Right.
00:15:09.495 --> 00:15:10.416
So just be always be
00:15:10.475 --> 00:15:12.136
cognizant as to like the
00:15:12.298 --> 00:15:13.038
audience and who you're
00:15:13.077 --> 00:15:14.759
speaking to and really try
00:15:14.779 --> 00:15:15.860
to generate relationships
00:15:15.961 --> 00:15:17.601
because that's a long term strategy.
00:15:18.118 --> 00:15:19.678
let's dive into pr a tad
00:15:19.798 --> 00:15:21.859
deeper now so often I see
00:15:22.298 --> 00:15:23.759
entrepreneurs getting
00:15:23.879 --> 00:15:25.360
frustrated with with some
00:15:25.379 --> 00:15:27.400
pr firms right because some
00:15:27.441 --> 00:15:29.282
are excellent and some you
00:15:29.322 --> 00:15:30.581
know you end up paying a
00:15:30.642 --> 00:15:32.062
lot per month and then they
00:15:32.342 --> 00:15:33.342
they have false promises
00:15:33.503 --> 00:15:34.403
right like hey one day I'm
00:15:34.423 --> 00:15:35.803
going to get you into these
00:15:35.864 --> 00:15:37.524
publications and it just
00:15:37.543 --> 00:15:38.884
needs more time and and
00:15:38.924 --> 00:15:40.465
then it just never it never
00:15:40.585 --> 00:15:41.404
happens and people get
00:15:41.485 --> 00:15:42.586
really really frustrated
00:15:42.605 --> 00:15:44.105
and there's others that
00:15:44.385 --> 00:15:46.366
that do an amazing job right so
00:15:47.129 --> 00:15:48.150
Kind of share with our
00:15:48.270 --> 00:15:49.491
audience kind of what makes
00:15:49.511 --> 00:15:50.712
your firm unique, right?
00:15:50.753 --> 00:15:52.313
Like you have these relationships.
00:15:52.594 --> 00:15:53.794
So do you have ties to so
00:15:53.815 --> 00:15:54.755
many different people from
00:15:54.796 --> 00:15:56.376
doing it for so long that
00:15:56.417 --> 00:15:58.217
they have ingrained your trust?
00:15:58.398 --> 00:15:59.938
So that way when you position a client,
00:16:00.500 --> 00:16:01.580
pretty much, you know,
00:16:01.860 --> 00:16:02.860
the door is there and they
00:16:02.900 --> 00:16:04.042
trust that it's a good relationship.
00:16:04.081 --> 00:16:05.283
Like I have someone that
00:16:05.722 --> 00:16:08.365
gets people on local news all the time.
00:16:08.666 --> 00:16:10.167
I see her clients and I'm like, oh,
00:16:10.246 --> 00:16:11.327
there's another one on local news.
00:16:11.788 --> 00:16:13.349
And they love her because
00:16:13.609 --> 00:16:14.730
she brings such good quality
00:16:15.219 --> 00:16:16.418
to the local news station
00:16:16.658 --> 00:16:17.538
and they don't have to
00:16:17.558 --> 00:16:18.700
worry about that person
00:16:18.740 --> 00:16:19.519
that's being interviewed
00:16:20.320 --> 00:16:22.100
isn't a good public speaker, for example.
00:16:22.159 --> 00:16:23.640
Like she knows who to put on
00:16:23.660 --> 00:16:25.280
the show and who not to put on the show.
00:16:25.660 --> 00:16:27.000
They send us clients, of course,
00:16:27.020 --> 00:16:28.841
because through our podcast,
00:16:28.881 --> 00:16:30.861
it's another avenue to get good film,
00:16:31.062 --> 00:16:31.241
right?
00:16:31.361 --> 00:16:32.621
There's lots of different
00:16:32.642 --> 00:16:33.822
types of podcasts out there
00:16:33.842 --> 00:16:36.023
and some do a very crappy job, right?
00:16:36.082 --> 00:16:37.182
The film afterwards is not
00:16:37.222 --> 00:16:38.403
that good where one in here,
00:16:38.423 --> 00:16:39.823
as an example, we've got great lighting,
00:16:39.844 --> 00:16:40.524
we have a great camera.
00:16:41.126 --> 00:16:41.246
Right.
00:16:41.267 --> 00:16:42.447
So the PR folks know that.
00:16:42.488 --> 00:16:44.591
So kind of explain to our audience, like,
00:16:44.890 --> 00:16:45.150
you know,
00:16:45.731 --> 00:16:47.033
where's your niche in this space?
00:16:47.072 --> 00:16:48.374
What makes you one of the
00:16:49.315 --> 00:16:51.537
best PR firms out there, I guess?
00:16:51.878 --> 00:16:54.080
Yeah, I'll answer it in two ways.
00:16:54.179 --> 00:16:55.000
Right.
00:16:55.100 --> 00:16:56.783
The first thing is just a
00:16:56.883 --> 00:16:58.865
state of the industry.
00:16:58.985 --> 00:16:59.225
OK.
00:16:59.284 --> 00:16:59.485
Right.
00:16:59.585 --> 00:17:00.687
And so I don't want to shame
00:17:01.086 --> 00:17:02.048
all agencies because.
00:17:02.537 --> 00:17:03.496
The reality is that
00:17:03.537 --> 00:17:05.157
professional service firms
00:17:05.357 --> 00:17:07.298
and especially public affairs,
00:17:07.878 --> 00:17:09.019
it's difficult.
00:17:09.740 --> 00:17:11.381
Here's why it's difficult.
00:17:12.020 --> 00:17:15.442
Our widget is knowledge and strategy.
00:17:16.083 --> 00:17:16.903
That's the widget.
00:17:17.182 --> 00:17:17.462
Now,
00:17:17.682 --> 00:17:19.604
what is the variable that impacts that
00:17:19.663 --> 00:17:20.023
widget?
00:17:20.404 --> 00:17:21.565
Another individual.
00:17:22.444 --> 00:17:24.226
So even if I have a great
00:17:24.286 --> 00:17:26.926
relationship and they're my buddy,
00:17:28.087 --> 00:17:30.489
and maybe out of a hundred,
00:17:31.536 --> 00:17:33.936
I get 99 in, but then my buddy's like,
00:17:34.396 --> 00:17:35.336
I can't do this one.
00:17:35.836 --> 00:17:37.577
And that's like my friend friend, right?
00:17:37.597 --> 00:17:38.557
That's like, hey,
00:17:38.657 --> 00:17:39.978
I've been working with you for 10 years.
00:17:40.417 --> 00:17:40.917
It happens.
00:17:41.479 --> 00:17:44.058
So there is a challenge in that industry.
00:17:44.358 --> 00:17:45.420
And so you have to be a
00:17:45.460 --> 00:17:46.420
little bit patient.
00:17:46.900 --> 00:17:48.240
But in that patience,
00:17:48.640 --> 00:17:51.480
the best way to see the
00:17:51.540 --> 00:17:53.122
value of an agency is, hey,
00:17:53.162 --> 00:17:54.402
show me what you did last week.
00:17:56.023 --> 00:17:57.345
Show me who you landed last week.
00:17:57.404 --> 00:17:58.865
Like I could tell you on a given day,
00:17:59.384 --> 00:17:59.684
right?
00:17:59.846 --> 00:18:01.286
I had clients on NASDAQ News
00:18:01.306 --> 00:18:02.226
drop last week.
00:18:02.386 --> 00:18:04.507
I had a client drop in Forbes yesterday,
00:18:04.867 --> 00:18:05.147
right?
00:18:05.607 --> 00:18:06.788
I had somebody go on a Hard
00:18:06.807 --> 00:18:09.249
Knocks podcast two days ago, right?
00:18:09.288 --> 00:18:12.931
So it's, don't show me the highlight reel.
00:18:12.971 --> 00:18:13.671
Numbers don't lie.
00:18:13.891 --> 00:18:15.531
Yeah, don't show me the highlight reel.
00:18:15.951 --> 00:18:18.192
Show me what you did this week.
00:18:18.333 --> 00:18:19.653
And so when people talk to me,
00:18:19.752 --> 00:18:21.094
I go into my DMs.
00:18:21.513 --> 00:18:23.075
I go into my inbox.
00:18:23.815 --> 00:18:24.755
I've just gotten to a
00:18:24.835 --> 00:18:26.296
position where now I've
00:18:26.316 --> 00:18:27.517
been very grateful enough
00:18:27.557 --> 00:18:28.817
that editors reach out to
00:18:28.896 --> 00:18:30.417
me and they're like, Hey,
00:18:30.478 --> 00:18:31.157
who do you have?
00:18:31.238 --> 00:18:32.157
Hey, I'm a producer.
00:18:32.178 --> 00:18:33.239
I'm an EP at this.
00:18:33.598 --> 00:18:34.378
Who can we run?
00:18:34.398 --> 00:18:34.638
Right.
00:18:35.140 --> 00:18:35.440
So,
00:18:35.619 --> 00:18:37.601
which is a perfect segue as to what the
00:18:37.661 --> 00:18:39.361
differentiator is with my firm.
00:18:39.741 --> 00:18:39.961
Right.
00:18:40.342 --> 00:18:42.303
So I present my firm as a PR
00:18:42.863 --> 00:18:43.843
and lobbying firm.
00:18:44.503 --> 00:18:45.463
The reality is,
00:18:45.804 --> 00:18:48.664
is that I focus on what I detailed prior,
00:18:48.765 --> 00:18:50.425
which was non-market strategy.
00:18:50.887 --> 00:18:52.848
I'm more of a strategist and
00:18:52.868 --> 00:18:55.550
I use leverage points to
00:18:55.590 --> 00:18:56.611
get the objective and
00:18:56.632 --> 00:18:58.192
that's to shift public
00:18:58.271 --> 00:19:00.473
opinion in the favor of my clients.
00:19:01.013 --> 00:19:02.214
And that's a part of a much
00:19:02.634 --> 00:19:05.376
broader discipline called
00:19:05.616 --> 00:19:06.577
systempreneurship.
00:19:06.817 --> 00:19:08.578
And for the uninitiated, what that is,
00:19:08.699 --> 00:19:10.220
is systempreneurship is
00:19:10.299 --> 00:19:11.701
being able to move multiple
00:19:11.760 --> 00:19:13.842
systems in a direction of an objective,
00:19:14.241 --> 00:19:17.003
irrespective of them working together.
00:19:17.203 --> 00:19:18.124
What did I just say?
00:19:18.424 --> 00:19:18.664
Okay.
00:19:19.285 --> 00:19:20.326
Say I have a widget.
00:19:20.386 --> 00:19:21.048
It's the first time I've
00:19:21.087 --> 00:19:22.348
heard systempreneurship.
00:19:22.388 --> 00:19:23.451
I've heard a lot of things.
00:19:23.510 --> 00:19:26.474
I've interviewed 350 entrepreneurs.
00:19:26.714 --> 00:19:30.881
I've heard like mamapreneur, sidepreneur.
00:19:31.101 --> 00:19:32.221
I've never heard systempreneur.
00:19:32.241 --> 00:19:32.663
That's a good one.
00:19:32.682 --> 00:19:34.085
I feel like that resonates with me.
00:19:34.144 --> 00:19:35.086
Did you trademark this?
00:19:35.405 --> 00:19:35.666
No.
00:19:35.906 --> 00:19:36.807
I wish I could take
00:19:37.528 --> 00:19:39.111
the credit but it's actually
00:19:39.131 --> 00:19:40.412
a growing practice out of
00:19:40.432 --> 00:19:42.794
the Oxford University where
00:19:43.075 --> 00:19:44.016
it's an evolution of
00:19:44.096 --> 00:19:45.297
systems thinking where
00:19:45.336 --> 00:19:46.838
system thinking maps out
00:19:47.219 --> 00:19:49.260
systempreneurship maps out
00:19:49.682 --> 00:19:52.384
and actually performs right
00:19:52.944 --> 00:19:55.366
um and so but that's that's
00:19:55.448 --> 00:19:58.309
my consulting arena so where other
00:19:58.911 --> 00:20:01.612
PR practices are thinking about, hey,
00:20:01.652 --> 00:20:02.731
let me just get a story,
00:20:02.771 --> 00:20:03.532
see what happens.
00:20:03.952 --> 00:20:06.393
I'm looking at how can I get the story?
00:20:06.492 --> 00:20:08.173
How can I magnify the story?
00:20:08.233 --> 00:20:10.654
How can I move this audience?
00:20:10.994 --> 00:20:11.275
Right.
00:20:11.694 --> 00:20:14.096
And how can I get the client's objectives?
00:20:14.395 --> 00:20:16.557
So my differentiator is that
00:20:16.576 --> 00:20:17.916
I'm more of a strategist
00:20:18.057 --> 00:20:19.258
and my expertise is
00:20:19.298 --> 00:20:21.357
consulting and I understand
00:20:21.617 --> 00:20:22.919
enterprise and business.
00:20:22.939 --> 00:20:23.898
You're sitting around the corner.
00:20:24.249 --> 00:20:24.449
Right.
00:20:24.469 --> 00:20:25.790
Too often entrepreneurs see
00:20:25.851 --> 00:20:27.051
the transaction is like,
00:20:27.192 --> 00:20:28.032
if I get into Forbes,
00:20:28.093 --> 00:20:28.854
something will happen.
00:20:29.654 --> 00:20:30.316
And you're saying you're like,
00:20:30.655 --> 00:20:32.578
I'll get you into Forbes.
00:20:32.999 --> 00:20:34.361
But then what do we do after that?
00:20:34.580 --> 00:20:35.442
How do we expose that
00:20:35.521 --> 00:20:37.084
article to maximize it,
00:20:37.104 --> 00:20:39.026
to benefit the startup that
00:20:39.046 --> 00:20:39.707
you're operating,
00:20:39.727 --> 00:20:40.768
to have exponential growth?
00:20:41.549 --> 00:20:43.290
like Bird did, right?
00:20:43.412 --> 00:20:44.471
Like, because, you know,
00:20:45.173 --> 00:20:46.473
everyone has a great idea.
00:20:46.493 --> 00:20:47.934
A lot of times they're
00:20:47.974 --> 00:20:49.476
solving a problem with that idea,
00:20:49.536 --> 00:20:51.698
but there's too much noise out there,
00:20:51.917 --> 00:20:52.038
right?
00:20:52.057 --> 00:20:53.239
There's a gazillion startups,
00:20:53.259 --> 00:20:54.480
there's a gazillion podcasts,
00:20:54.921 --> 00:20:56.662
there's a gazillion, you know,
00:20:57.423 --> 00:20:58.824
posts going out every single day.
00:20:59.203 --> 00:21:00.545
So you have to be really
00:21:00.625 --> 00:21:01.546
unique with that strategy
00:21:01.566 --> 00:21:02.227
is what I'm hearing.
00:21:02.866 --> 00:21:04.167
And the value of relationships,
00:21:04.208 --> 00:21:05.588
which is what our platform's all about,
00:21:05.788 --> 00:21:08.451
is you have so many
00:21:08.511 --> 00:21:09.692
relationships that you've built
00:21:10.538 --> 00:21:11.718
know through new york those
00:21:11.778 --> 00:21:12.959
days moving down to south
00:21:12.999 --> 00:21:14.058
florida traveling
00:21:14.078 --> 00:21:15.138
throughout the world and
00:21:15.199 --> 00:21:16.380
pretty much those
00:21:16.599 --> 00:21:18.259
relationships really value
00:21:18.279 --> 00:21:19.540
your opinion so that way
00:21:19.560 --> 00:21:20.361
when you reach out to them
00:21:20.381 --> 00:21:21.500
with a client say hey you
00:21:21.540 --> 00:21:22.781
know here's a client you
00:21:22.801 --> 00:21:23.162
know is there an
00:21:23.182 --> 00:21:24.142
opportunity for them they
00:21:24.162 --> 00:21:25.142
take it very very serious
00:21:25.342 --> 00:21:27.143
because your data supports
00:21:27.303 --> 00:21:28.843
that you know you've done
00:21:28.883 --> 00:21:30.284
it you know it's not you're
00:21:30.304 --> 00:21:31.064
not winging this thing
00:21:31.384 --> 00:21:32.584
right and and that's what
00:21:32.604 --> 00:21:33.585
I'm hearing is the power of
00:21:33.625 --> 00:21:34.964
relationships yeah so
00:21:35.897 --> 00:21:37.179
I'll give a really brief example.
00:21:37.199 --> 00:21:37.939
We were working with a
00:21:37.999 --> 00:21:40.539
crypto fund out of Miami, right?
00:21:40.559 --> 00:21:42.840
Which is the whole thing like, oh, my God,
00:21:42.861 --> 00:21:44.000
a crypto fund out of Miami.
00:21:44.040 --> 00:21:45.501
But how did I differentiate them?
00:21:45.741 --> 00:21:45.981
Right.
00:21:46.602 --> 00:21:46.982
First of all,
00:21:47.002 --> 00:21:48.403
the founder was not from Miami.
00:21:48.442 --> 00:21:50.144
So automatically, right,
00:21:50.183 --> 00:21:51.084
people are adverse.
00:21:51.104 --> 00:21:51.924
They're like, oh,
00:21:51.964 --> 00:21:52.744
you just moved down here.
00:21:52.765 --> 00:21:53.545
You got a crypto fund.
00:21:53.585 --> 00:21:54.506
I'm supposed to give you $100 million.
00:21:54.526 --> 00:21:54.726
Got it.
00:21:56.512 --> 00:21:57.393
Brought us on board.
00:21:57.413 --> 00:21:59.233
So, yeah, we did the Forbes Inc.
00:21:59.314 --> 00:22:00.194
Entrepreneurs because those
00:22:00.234 --> 00:22:01.755
are hard credibility indicators.
00:22:02.134 --> 00:22:05.277
We did Refresh, Biz Journal, Herald,
00:22:05.557 --> 00:22:06.317
Florida Trend.
00:22:06.717 --> 00:22:08.377
Now I'm talking to the audience.
00:22:09.137 --> 00:22:10.199
But then the next thing that
00:22:10.219 --> 00:22:11.298
we did is we got him on the
00:22:11.358 --> 00:22:13.480
podcast with Mayor Suarez.
00:22:15.198 --> 00:22:17.098
So how many funds are out there?
00:22:17.118 --> 00:22:17.558
A lot.
00:22:17.638 --> 00:22:19.740
How many are getting covered nationally?
00:22:20.079 --> 00:22:20.660
Maybe half.
00:22:20.720 --> 00:22:22.740
How many are also covered locally?
00:22:23.161 --> 00:22:24.061
Maybe another third.
00:22:24.122 --> 00:22:26.082
How many of them are talking to a mayor?
00:22:26.663 --> 00:22:27.623
And then when we did the
00:22:27.682 --> 00:22:28.962
launch of the office,
00:22:29.443 --> 00:22:30.943
we had the mayor there.
00:22:31.443 --> 00:22:32.785
We had a federal
00:22:32.865 --> 00:22:34.665
congressional member there,
00:22:35.165 --> 00:22:37.406
a state senator there, a state rep there.
00:22:38.267 --> 00:22:38.346
And
00:22:38.769 --> 00:22:40.028
By them being there,
00:22:40.229 --> 00:22:41.190
not only did we have them
00:22:41.230 --> 00:22:42.750
do a ribbon cutting, they did a panel.
00:22:43.170 --> 00:22:45.070
I chopped up the panel into reels,
00:22:45.451 --> 00:22:47.590
and that's super credibility.
00:22:48.191 --> 00:22:50.751
Now I've just navigated politics,
00:22:51.471 --> 00:22:54.232
government, three levels of government,
00:22:54.673 --> 00:22:56.173
the media, right,
00:22:56.532 --> 00:22:57.874
and other credible actors,
00:22:58.493 --> 00:23:00.334
and the $100 million fund
00:23:00.453 --> 00:23:01.775
coincidentally turned into
00:23:01.795 --> 00:23:02.194
a $150 million fund.
00:23:03.788 --> 00:23:06.050
Because when there was any rebuttals, oh,
00:23:06.132 --> 00:23:06.832
I don't know if I should,
00:23:07.232 --> 00:23:08.433
if I'm an accredited investor,
00:23:08.673 --> 00:23:09.836
why should I give you 100K
00:23:09.855 --> 00:23:10.797
as opposed to the other
00:23:11.477 --> 00:23:13.058
fund down the block in Brickell?
00:23:13.660 --> 00:23:15.541
Oh, Forbes, Inc., entrepreneur,
00:23:15.761 --> 00:23:17.284
congressional members, right?
00:23:17.723 --> 00:23:20.426
Members of the cabinet, the mayor.
00:23:21.268 --> 00:23:22.189
I think I can trust you.
00:23:23.547 --> 00:23:23.846
Trust.
00:23:24.307 --> 00:23:24.606
Absolutely.
00:23:24.646 --> 00:23:25.448
I'm curious.
00:23:25.907 --> 00:23:26.067
Um,
00:23:26.307 --> 00:23:28.008
obviously you have a lot of knowledge
00:23:28.028 --> 00:23:29.409
you're showing us that.
00:23:29.709 --> 00:23:29.828
Um,
00:23:29.888 --> 00:23:32.289
but how did you decide to make the jump
00:23:32.349 --> 00:23:34.351
to create your own company?
00:23:35.211 --> 00:23:36.510
Like when did that decision
00:23:36.590 --> 00:23:38.971
happen and what was that experience like?
00:23:39.392 --> 00:23:40.913
That's a really good question.
00:23:40.932 --> 00:23:40.972
Uh,
00:23:42.696 --> 00:23:43.857
And here's the reason why,
00:23:44.659 --> 00:23:46.221
is that the vision of my
00:23:46.300 --> 00:23:48.282
company is to represent the
00:23:48.343 --> 00:23:49.443
brightest minds in the
00:23:49.503 --> 00:23:51.986
world and transform society for good,
00:23:52.586 --> 00:23:52.846
right?
00:23:53.268 --> 00:23:55.190
So lobbyist is like an icky
00:23:55.250 --> 00:23:56.431
connotation to it.
00:23:56.510 --> 00:23:57.352
Yeah.
00:23:57.372 --> 00:23:58.152
I was literally thinking
00:23:58.212 --> 00:23:58.932
that when you said that.
00:23:58.992 --> 00:24:00.134
I was like, oh, lobbyist.
00:24:00.153 --> 00:24:01.276
But that's why I say PR.
00:24:01.375 --> 00:24:02.217
Yeah, yeah, yeah, yeah.
00:24:02.237 --> 00:24:03.438
I say public affairs, right?
00:24:03.597 --> 00:24:05.098
Because they're like, well, what is that?
00:24:05.220 --> 00:24:06.320
But the reality is I'm a lobbyist.
00:24:06.820 --> 00:24:08.882
But I specialize in two things, right,
00:24:08.961 --> 00:24:09.781
in government relations,
00:24:09.821 --> 00:24:10.923
and that is procurement,
00:24:10.962 --> 00:24:12.002
which means B to G,
00:24:12.042 --> 00:24:13.443
like how to get your tech
00:24:13.483 --> 00:24:14.284
company to work with
00:24:14.344 --> 00:24:16.204
government or procurement.
00:24:16.305 --> 00:24:17.365
If you're a nonprofit,
00:24:17.424 --> 00:24:19.445
how can you then apply for
00:24:19.965 --> 00:24:20.886
grants through the
00:24:20.946 --> 00:24:21.886
government or get funded
00:24:21.926 --> 00:24:22.688
through the government?
00:24:23.167 --> 00:24:24.387
And the reason why I decided
00:24:24.428 --> 00:24:25.848
to start my own shop was
00:24:25.888 --> 00:24:27.789
because if I would have joined a firm,
00:24:28.630 --> 00:24:30.730
They will give me the clients.
00:24:31.392 --> 00:24:32.472
So there's no sieve.
00:24:32.512 --> 00:24:33.432
There's nothing to say,
00:24:33.452 --> 00:24:35.434
I don't feel comfortable
00:24:35.454 --> 00:24:36.615
with this project.
00:24:36.816 --> 00:24:37.836
Maybe I don't want to go
00:24:37.955 --> 00:24:40.038
after this grant to fund this.
00:24:40.577 --> 00:24:42.439
Maybe I don't believe in this.
00:24:42.459 --> 00:24:44.480
I would have zero say.
00:24:44.661 --> 00:24:45.201
It's, hey,
00:24:45.882 --> 00:24:47.122
you're going to go increase
00:24:47.182 --> 00:24:48.163
payday loan rates.
00:24:49.384 --> 00:24:50.525
And you're going to pay a lot of money.
00:24:50.964 --> 00:24:52.425
And this is the objective to move.
00:24:52.987 --> 00:24:54.107
And so I just wanted to
00:24:54.208 --> 00:24:56.690
yield and use my powers for
00:24:56.789 --> 00:24:58.691
good and really look at the
00:24:58.730 --> 00:24:59.852
kind of people that I work
00:24:59.912 --> 00:25:01.173
with and then make a
00:25:01.232 --> 00:25:02.374
decision as to whether or
00:25:02.413 --> 00:25:03.273
not I want to do it.
00:25:03.334 --> 00:25:05.496
Because since I'm relationship driven,
00:25:05.596 --> 00:25:06.777
one thing I can never do is
00:25:06.876 --> 00:25:08.518
take that relationship back.
00:25:08.939 --> 00:25:10.019
So he always has that
00:25:10.038 --> 00:25:11.380
relationship with the mayor's office.
00:25:11.440 --> 00:25:12.500
Now, I can't take it back.
00:25:13.142 --> 00:25:15.083
So I have to be very aware
00:25:15.262 --> 00:25:16.263
as to the kind of people
00:25:16.304 --> 00:25:17.944
that I that I bring on board.
00:25:18.384 --> 00:25:19.806
And that's the reason why I
00:25:19.865 --> 00:25:20.926
had decided to kind of
00:25:20.967 --> 00:25:22.048
launch my own practice.
00:25:22.786 --> 00:25:23.185
Nice.
00:25:23.306 --> 00:25:24.586
And when did you launch?
00:25:25.646 --> 00:25:28.387
I launched it in 2017,
00:25:28.387 --> 00:25:32.048
right after I did some
00:25:32.088 --> 00:25:34.549
consulting for Tesla.
00:25:34.970 --> 00:25:36.730
I then went ahead and did it privately.
00:25:36.931 --> 00:25:39.731
And then I slowly built the practice.
00:25:39.771 --> 00:25:40.751
But it wasn't easy because I
00:25:40.771 --> 00:25:42.532
would have the clients that I loved.
00:25:43.073 --> 00:25:44.452
And then I would work with entrepreneurs.
00:25:44.512 --> 00:25:45.252
And I remember one time I
00:25:45.272 --> 00:25:46.354
was working with a pizza shop.
00:25:46.513 --> 00:25:46.673
Mm-hmm.
00:25:47.878 --> 00:25:48.140
So,
00:25:48.579 --> 00:25:49.960
but sometimes you got to work with the
00:25:50.000 --> 00:25:52.761
pizza shop to get to the big tech firms,
00:25:52.842 --> 00:25:52.981
right?
00:25:53.001 --> 00:25:55.242
Just get Dave Portnoy to
00:25:55.262 --> 00:25:56.183
take a bite of a slice and
00:25:56.243 --> 00:25:56.923
it will blow up, right?
00:25:56.943 --> 00:25:58.305
As long as you get an eight
00:25:58.345 --> 00:25:59.945
or above or seven and a half and above,
00:25:59.986 --> 00:26:00.365
I should say.
00:26:01.385 --> 00:26:02.126
But talk about the clients
00:26:02.146 --> 00:26:03.207
you work with today, right?
00:26:03.267 --> 00:26:03.887
Because when you mentioned
00:26:03.907 --> 00:26:04.928
the word startup, you know,
00:26:04.948 --> 00:26:05.689
a lot of people want to
00:26:05.729 --> 00:26:06.828
help these young entrepreneurs,
00:26:06.888 --> 00:26:07.869
but the truth is they don't have money,
00:26:08.589 --> 00:26:08.869
right?
00:26:08.970 --> 00:26:11.471
So is it more companies that, you know,
00:26:11.551 --> 00:26:13.252
have just raised capital, for example,
00:26:13.313 --> 00:26:14.053
and they have a decent
00:26:14.073 --> 00:26:15.394
budget now to do PR?
00:26:16.384 --> 00:26:17.285
Because startup could mean a
00:26:17.325 --> 00:26:19.385
lot of different things to many,
00:26:19.425 --> 00:26:19.826
of course.
00:26:20.227 --> 00:26:21.448
And I know a lot of people
00:26:21.488 --> 00:26:22.188
have said they started
00:26:22.228 --> 00:26:22.969
working with startups that
00:26:23.009 --> 00:26:24.609
have not raised capital and
00:26:24.630 --> 00:26:26.411
they realize like never doing it again.
00:26:26.711 --> 00:26:26.891
Right.
00:26:26.911 --> 00:26:28.712
Because every nickel and
00:26:28.732 --> 00:26:30.294
dime has to be accounted for.
00:26:30.394 --> 00:26:31.954
And 99 percent of them go out of business.
00:26:32.275 --> 00:26:32.474
Right.
00:26:32.555 --> 00:26:34.076
Like the stats are very, very bad,
00:26:34.416 --> 00:26:35.257
especially tech startups.
00:26:35.657 --> 00:26:37.298
You know, you take apps like Owl.
00:26:37.959 --> 00:26:39.160
It's like ninety nine point nine.
00:26:39.180 --> 00:26:39.819
You go out of business
00:26:39.839 --> 00:26:40.820
within 12 months because
00:26:40.840 --> 00:26:41.821
they run out of money, of course.
00:26:42.301 --> 00:26:43.803
so how could they get pr you
00:26:43.843 --> 00:26:44.983
know they just don't have
00:26:45.003 --> 00:26:45.924
the budget for it all their
00:26:45.944 --> 00:26:46.566
money's going into
00:26:47.205 --> 00:26:48.047
literally building the
00:26:48.146 --> 00:26:49.327
actual technology itself
00:26:49.587 --> 00:26:50.509
and then they're you're
00:26:50.528 --> 00:26:51.269
sitting there like this
00:26:51.390 --> 00:26:52.631
praying that people show up
00:26:53.070 --> 00:26:53.711
and you know most of them
00:26:53.751 --> 00:26:55.032
don't have um a
00:26:55.053 --> 00:26:56.594
go-to-market strategy so
00:26:56.634 --> 00:26:57.414
they just think that people
00:26:57.474 --> 00:26:58.096
go into the app and
00:26:58.135 --> 00:26:58.996
actually it will solve a
00:26:59.016 --> 00:27:00.037
problem it'll blow up but
00:27:00.478 --> 00:27:01.679
only few apps actually do
00:27:01.719 --> 00:27:02.940
that like clubhouse was an
00:27:02.980 --> 00:27:05.642
example that actually did that right they
00:27:06.220 --> 00:27:08.541
They launched and it was perfect timing.
00:27:08.761 --> 00:27:09.202
And everyone's like,
00:27:09.222 --> 00:27:10.022
look at this technology.
00:27:10.063 --> 00:27:11.463
We could all talk together in a room.
00:27:12.065 --> 00:27:13.145
And it absolutely blew up
00:27:13.185 --> 00:27:14.567
within a couple of months
00:27:14.807 --> 00:27:15.528
where it went from like a
00:27:15.567 --> 00:27:17.269
million downloads to who
00:27:17.308 --> 00:27:18.190
knows what level.
00:27:18.230 --> 00:27:19.431
But everyone was talking
00:27:19.451 --> 00:27:21.232
about Clubhouse being the next TikTok,
00:27:21.452 --> 00:27:21.692
right?
00:27:21.712 --> 00:27:22.554
Or the next Instagram.
00:27:23.114 --> 00:27:23.974
But most apps,
00:27:24.095 --> 00:27:25.256
like you can't drive people
00:27:25.296 --> 00:27:26.416
to the app store, right?
00:27:26.457 --> 00:27:28.078
Most startups can't drive clients.
00:27:28.739 --> 00:27:30.000
So kind of tell us the niche
00:27:30.039 --> 00:27:31.240
that you're currently working with.
00:27:31.421 --> 00:27:32.982
Is it more like the brands that,
00:27:33.459 --> 00:27:34.638
first raise their initial
00:27:34.719 --> 00:27:36.700
round or a little later stages,
00:27:36.740 --> 00:27:37.220
for example.
00:27:37.559 --> 00:27:37.660
Yeah.
00:27:37.720 --> 00:27:40.040
And then exactly what you're saying is a,
00:27:40.480 --> 00:27:41.781
has been a part of like our,
00:27:42.201 --> 00:27:43.541
our journey of offerings
00:27:44.122 --> 00:27:45.022
where I got to a point
00:27:45.063 --> 00:27:46.643
where I couldn't work with startups.
00:27:46.742 --> 00:27:48.064
And although my heart was in
00:27:48.144 --> 00:27:51.944
it and I'm like, look, I love you.
00:27:51.964 --> 00:27:53.505
I love what you're representing,
00:27:54.226 --> 00:27:57.467
but I also represent some
00:27:57.747 --> 00:27:58.866
billionaires that are going
00:27:58.886 --> 00:27:59.928
to be running for office.
00:28:00.268 --> 00:28:00.607
Right.
00:28:01.028 --> 00:28:01.127
And,
00:28:01.675 --> 00:28:02.636
that are working their
00:28:02.717 --> 00:28:03.817
brands or building their
00:28:03.876 --> 00:28:05.178
brands up or creating their
00:28:05.258 --> 00:28:06.878
own digital media companies.
00:28:07.019 --> 00:28:08.599
And they're maneuvering
00:28:08.680 --> 00:28:09.861
because they're positioning
00:28:09.901 --> 00:28:11.582
themselves for like different things.
00:28:12.282 --> 00:28:14.243
And they pay me very well.
00:28:14.463 --> 00:28:15.984
And so when they reach out
00:28:16.005 --> 00:28:16.766
to me and my team,
00:28:16.786 --> 00:28:17.885
I have to be responsive.
00:28:18.366 --> 00:28:20.048
But in me being responsive,
00:28:20.788 --> 00:28:21.868
I'm not going to be able to
00:28:21.909 --> 00:28:23.789
then go ahead and consult
00:28:24.029 --> 00:28:25.770
the way I would for a
00:28:25.990 --> 00:28:27.471
startup that isn't at a
00:28:27.531 --> 00:28:28.313
level where they can
00:28:29.531 --> 00:28:31.232
use me as a resource so what
00:28:31.292 --> 00:28:32.933
I do now is I have an
00:28:33.034 --> 00:28:34.734
offering that is more or
00:28:34.775 --> 00:28:36.336
less I will coach your team
00:28:36.355 --> 00:28:38.897
right one hour uh out of
00:28:38.938 --> 00:28:39.959
the month where here's your
00:28:39.999 --> 00:28:41.078
team this is how you write
00:28:41.098 --> 00:28:42.039
the press release this is
00:28:42.079 --> 00:28:43.461
who you reach out to this
00:28:43.520 --> 00:28:44.421
is how you speak to them
00:28:44.461 --> 00:28:45.281
this is the events that you
00:28:45.321 --> 00:28:46.583
need to get to here's an
00:28:46.603 --> 00:28:47.722
investor that you should be
00:28:47.782 --> 00:28:48.683
speaking to here's a
00:28:48.723 --> 00:28:49.984
podcast you need to get on
00:28:50.365 --> 00:28:51.925
and where I teach them so I
00:28:52.846 --> 00:28:54.106
i bring them into my
00:28:54.227 --> 00:28:56.328
journey and it's happened
00:28:56.388 --> 00:28:57.849
where like I've consulted
00:28:58.674 --> 00:29:00.096
on a month to month basis,
00:29:00.476 --> 00:29:01.676
they raise their round.
00:29:01.696 --> 00:29:03.718
Then they have the capital.
00:29:03.738 --> 00:29:05.419
They put me in the,
00:29:06.039 --> 00:29:08.121
the budget and they've been
00:29:08.161 --> 00:29:09.781
my clients for like four years.
00:29:09.821 --> 00:29:10.722
I have a client.
00:29:11.022 --> 00:29:12.183
That's a pretty good idea
00:29:12.263 --> 00:29:14.325
because you're planting more seeds,
00:29:14.384 --> 00:29:15.925
more relationships, and you know, they,
00:29:16.385 --> 00:29:18.528
they can't get the full you, uh,
00:29:18.548 --> 00:29:20.388
but one hour a month and you, and you,
00:29:20.915 --> 00:29:21.916
You created that system you
00:29:21.936 --> 00:29:23.619
talked about earlier, system entrepreneur,
00:29:23.640 --> 00:29:23.799
right?
00:29:24.361 --> 00:29:25.602
So it creates a system,
00:29:25.662 --> 00:29:26.624
and that's what they need
00:29:26.804 --> 00:29:28.445
because most startups are
00:29:29.186 --> 00:29:30.888
going to have to do it themselves,
00:29:30.970 --> 00:29:32.050
putting their pitch book together,
00:29:32.652 --> 00:29:34.513
going out and trying to find an investor.
00:29:34.795 --> 00:29:37.258
And their PR strategy sometimes is lost,
00:29:37.679 --> 00:29:37.858
right?
00:29:37.898 --> 00:29:38.720
They want all this help.
00:29:39.767 --> 00:29:41.548
They watch videos on YouTube,
00:29:42.210 --> 00:29:43.111
but sometimes like the
00:29:43.151 --> 00:29:43.872
videos are a little
00:29:43.912 --> 00:29:44.653
different than somebody
00:29:44.712 --> 00:29:45.513
actually getting on a Zoom
00:29:45.534 --> 00:29:46.114
meeting with you and
00:29:46.153 --> 00:29:47.516
actually looking at your
00:29:47.655 --> 00:29:48.457
actual business and saying,
00:29:48.477 --> 00:29:49.578
for your business, actually,
00:29:49.618 --> 00:29:51.080
this is what I would recommend, right?
00:29:51.101 --> 00:29:51.601
Because there's so much
00:29:51.641 --> 00:29:52.241
knowledge out there,
00:29:52.281 --> 00:29:53.022
but it has to be applied.
00:29:53.613 --> 00:29:54.192
Absolutely.
00:29:54.313 --> 00:29:56.233
And I'll give an example.
00:29:56.273 --> 00:29:58.515
We had a client that was out
00:29:58.535 --> 00:30:00.816
of a tech accelerator, the Tampa Bay Wave,
00:30:00.996 --> 00:30:01.957
that I connected with maybe
00:30:02.037 --> 00:30:02.856
three years ago,
00:30:03.757 --> 00:30:04.698
initially couldn't really
00:30:04.738 --> 00:30:06.157
afford the full offering,
00:30:06.178 --> 00:30:08.078
started doing some consulting.
00:30:08.439 --> 00:30:10.359
We landed them in a
00:30:10.460 --> 00:30:12.080
publication that I
00:30:12.161 --> 00:30:14.442
recommended them to be in.
00:30:14.521 --> 00:30:15.301
I placed them.
00:30:16.021 --> 00:30:17.042
And from that,
00:30:17.383 --> 00:30:19.304
they got an investor to
00:30:19.364 --> 00:30:20.723
commit $7 million.
00:30:22.252 --> 00:30:24.055
Then he came back and said,
00:30:24.115 --> 00:30:25.477
I just hired you instead of
00:30:25.517 --> 00:30:27.259
like all these other strategists.
00:30:27.419 --> 00:30:28.440
And he's been my client for
00:30:28.500 --> 00:30:29.340
four years now.
00:30:29.361 --> 00:30:29.682
Right.
00:30:29.721 --> 00:30:31.143
But he raised money.
00:30:31.182 --> 00:30:33.905
He's he's since raised over 20 million.
00:30:34.146 --> 00:30:34.406
Right.
00:30:34.928 --> 00:30:36.088
And he's doing very well.
00:30:36.388 --> 00:30:37.470
Longstanding client.
00:30:37.691 --> 00:30:39.092
We continue to do work for him.
00:30:39.472 --> 00:30:40.854
So I won't turn people away
00:30:40.973 --> 00:30:41.694
if they're patient.
00:30:41.795 --> 00:30:43.136
Now, I've had the opposite.
00:30:43.608 --> 00:30:45.210
Where they're like, sure, we'll consult.
00:30:45.650 --> 00:30:46.289
And then they have their
00:30:46.349 --> 00:30:47.589
team on and I tell them
00:30:47.609 --> 00:30:48.451
what to do and then they
00:30:48.570 --> 00:30:50.010
don't do it and they expect
00:30:50.050 --> 00:30:51.132
me to do the busy work.
00:30:51.471 --> 00:30:53.893
And then I cut it and I said, I'm here.
00:30:54.472 --> 00:30:55.972
My time is extremely valuable.
00:30:56.073 --> 00:30:57.273
If you put it into action,
00:30:57.294 --> 00:30:58.193
I have enough case studies
00:30:58.213 --> 00:30:59.494
to say that you will dominate.
00:30:59.934 --> 00:31:00.795
But then if you don't put
00:31:00.835 --> 00:31:01.575
things into action,
00:31:01.634 --> 00:31:02.935
it just isn't worth my time.
00:31:02.996 --> 00:31:04.296
And I'm just at that point
00:31:04.816 --> 00:31:06.196
in my career where I can do that.
00:31:06.718 --> 00:31:07.857
And then how many
00:31:08.397 --> 00:31:09.939
approximately clients you
00:31:09.959 --> 00:31:11.338
take on at a time, right?
00:31:11.378 --> 00:31:12.440
I do notice this in your
00:31:12.500 --> 00:31:15.000
field that it's hard to,
00:31:15.279 --> 00:31:16.681
to have exponential growth
00:31:17.201 --> 00:31:18.580
with employees and staff
00:31:18.780 --> 00:31:20.642
because you really have to
00:31:20.682 --> 00:31:22.603
do an amazing job per
00:31:22.663 --> 00:31:24.363
client before you start
00:31:24.383 --> 00:31:25.123
running into issues where
00:31:25.143 --> 00:31:25.803
they're not happy.
00:31:26.183 --> 00:31:26.423
Right.
00:31:26.463 --> 00:31:29.223
So we see a lot of PR firms stay in,
00:31:29.384 --> 00:31:31.285
you know, you know, six months.
00:31:31.529 --> 00:31:33.590
three to six employees and just,
00:31:33.971 --> 00:31:35.451
they have a really tight
00:31:35.490 --> 00:31:36.551
relationships with lots of
00:31:36.592 --> 00:31:37.932
people in the media and
00:31:37.951 --> 00:31:38.932
they will only take on X
00:31:38.951 --> 00:31:40.792
amount of clients one in one out.
00:31:41.113 --> 00:31:41.313
Right.
00:31:41.353 --> 00:31:43.013
Because they don't want to
00:31:43.294 --> 00:31:44.134
ruin their reputation.
00:31:44.334 --> 00:31:45.534
Like you start expanding
00:31:45.594 --> 00:31:47.355
exponentially all of a sudden, like,
00:31:47.775 --> 00:31:48.355
you know, it's hard.
00:31:48.394 --> 00:31:49.075
You can't just shove
00:31:49.135 --> 00:31:51.756
everybody into refresh Miami.
00:31:51.796 --> 00:31:52.876
You can't shove everybody
00:31:53.396 --> 00:31:54.196
into the amount of
00:31:54.217 --> 00:31:55.057
relationships that you have
00:31:55.076 --> 00:31:55.758
because we all have a
00:31:55.817 --> 00:31:56.657
limited amount of time in a
00:31:56.718 --> 00:31:58.719
day and X amount of relationships.
00:31:58.979 --> 00:32:00.118
So you have to be careful of course.
00:32:00.605 --> 00:32:01.186
Absolutely.
00:32:01.227 --> 00:32:02.228
And that's why we're very
00:32:02.307 --> 00:32:03.749
aware as to who we're going
00:32:03.769 --> 00:32:06.631
to bring on me specifically.
00:32:06.652 --> 00:32:08.173
I only work with five
00:32:08.252 --> 00:32:10.154
companies at any given time for me.
00:32:11.055 --> 00:32:12.356
I'm running the company and
00:32:12.396 --> 00:32:13.857
I'm consulting for these
00:32:13.938 --> 00:32:17.060
individuals exclusively right now.
00:32:17.526 --> 00:32:19.228
The value of saying
00:32:19.307 --> 00:32:21.770
OmniPublic is that I train my,
00:32:21.891 --> 00:32:22.811
I don't care if you've been
00:32:22.832 --> 00:32:23.873
a journalist for 20 years,
00:32:24.273 --> 00:32:26.016
you're going to be a terrible publicist.
00:32:26.777 --> 00:32:28.919
I've hired former TechCrunch,
00:32:29.038 --> 00:32:30.280
former Wall Street Journal,
00:32:30.401 --> 00:32:32.743
former USA Today, garbage.
00:32:33.942 --> 00:32:34.682
And it's not to say that
00:32:34.721 --> 00:32:35.923
they're garbage individuals,
00:32:35.982 --> 00:32:37.522
say that when you're a journalist,
00:32:37.542 --> 00:32:38.884
you're so accustomed to
00:32:38.943 --> 00:32:40.263
receiving the pitches and
00:32:40.304 --> 00:32:42.045
given the angles and like
00:32:42.105 --> 00:32:43.865
for you to shift over into like,
00:32:44.346 --> 00:32:47.067
I'm gonna create this media machine,
00:32:47.527 --> 00:32:48.227
it's difficult.
00:32:48.707 --> 00:32:50.387
I've found more success in
00:32:50.428 --> 00:32:52.509
taking somebody straight out of college
00:32:53.169 --> 00:32:54.571
teaching them how we do it
00:32:55.153 --> 00:32:56.615
and they crush it one of my
00:32:56.654 --> 00:32:57.797
best consultants right now
00:32:57.857 --> 00:32:59.079
is one year out of school
00:32:59.500 --> 00:33:00.903
and she's managing a
00:33:01.564 --> 00:33:02.987
tremendous book of business
00:33:03.567 --> 00:33:04.269
everybody's happy
00:33:04.798 --> 00:33:05.479
It makes sense because
00:33:05.499 --> 00:33:07.421
there's been a major shift, right?
00:33:07.461 --> 00:33:09.242
More people are listening to podcasts,
00:33:09.343 --> 00:33:10.625
watching short form video
00:33:10.664 --> 00:33:12.527
from podcasts or TikTok in
00:33:12.567 --> 00:33:13.347
general and gaining their
00:33:13.387 --> 00:33:14.628
knowledge or YouTube shorts,
00:33:15.049 --> 00:33:17.732
Instagram now has shorts
00:33:17.752 --> 00:33:19.013
and traditional media.
00:33:19.394 --> 00:33:20.756
It's kind of like drinking the Kool-Aid.
00:33:21.136 --> 00:33:22.739
Everyone, you know, is used to like, oh,
00:33:22.778 --> 00:33:24.780
just get into that publication and get,
00:33:25.390 --> 00:33:27.991
Or get into the local news
00:33:28.093 --> 00:33:29.594
and your business will skyrocket.
00:33:29.614 --> 00:33:30.615
That's just not the case.
00:33:31.455 --> 00:33:32.256
It just does not work.
00:33:32.296 --> 00:33:33.557
I've been on the local news.
00:33:34.137 --> 00:33:36.400
Not one person after that
00:33:36.519 --> 00:33:37.701
aired downloaded OWL.
00:33:37.842 --> 00:33:38.301
Not one.
00:33:38.742 --> 00:33:39.804
Because we used a unique
00:33:39.844 --> 00:33:41.045
referral code to track it
00:33:41.464 --> 00:33:42.125
and we didn't see any...
00:33:42.665 --> 00:33:42.905
you know,
00:33:43.886 --> 00:33:45.488
any spike in impressions on our website,
00:33:45.788 --> 00:33:47.288
we can see a spike at the app store.
00:33:47.910 --> 00:33:48.970
So it's what you do after
00:33:48.990 --> 00:33:49.651
you get on the news.
00:33:49.691 --> 00:33:51.112
Like, how do you take that to look,
00:33:51.531 --> 00:33:52.413
you know, more credible?
00:33:52.452 --> 00:33:54.034
We launched mentorship Monday after that.
00:33:54.054 --> 00:33:55.694
And we're like, look, we were on the news.
00:33:55.734 --> 00:33:57.096
We posted it up on our website.
00:33:57.115 --> 00:33:57.776
And like,
00:33:57.816 --> 00:33:59.196
now we're doing mentorship Monday
00:33:59.257 --> 00:34:00.417
with the local community.
00:34:01.051 --> 00:34:01.892
And everyone in the United
00:34:01.932 --> 00:34:03.272
States gained knowledge on
00:34:03.313 --> 00:34:04.413
Mondays for a dollar to
00:34:04.472 --> 00:34:05.594
call certain experts that
00:34:05.673 --> 00:34:06.554
usually charge more.
00:34:07.213 --> 00:34:08.695
So I completely agree with
00:34:08.715 --> 00:34:12.476
you that you can't just do
00:34:12.536 --> 00:34:13.436
it the old way.
00:34:13.896 --> 00:34:15.317
Things have advanced so quickly.
00:34:15.336 --> 00:34:16.378
So when you're hiring,
00:34:16.418 --> 00:34:17.018
it's the same thing.
00:34:17.543 --> 00:34:17.702
You know,
00:34:17.722 --> 00:34:20.324
hiring is so difficult today to find good,
00:34:20.623 --> 00:34:20.784
good,
00:34:20.983 --> 00:34:22.304
good people to work with your brand.
00:34:22.824 --> 00:34:24.143
And if they're so warped in
00:34:24.184 --> 00:34:26.105
the past of how, you know,
00:34:26.144 --> 00:34:27.065
the New York Times worked
00:34:27.105 --> 00:34:27.965
or the New York Post,
00:34:28.045 --> 00:34:30.005
it's just like it's just we
00:34:30.045 --> 00:34:31.405
have to switch gears.
00:34:31.425 --> 00:34:32.106
And some people can't.
00:34:32.126 --> 00:34:32.525
They're like, well,
00:34:32.565 --> 00:34:33.985
that's how it was when I worked there.
00:34:34.507 --> 00:34:34.827
Right.
00:34:34.947 --> 00:34:35.686
And then they kind of always
00:34:35.726 --> 00:34:37.286
go backwards versus going
00:34:37.347 --> 00:34:38.166
forward to saying, hey,
00:34:38.206 --> 00:34:39.788
this is the new reality of
00:34:39.807 --> 00:34:41.407
how to create a system for startups.
00:34:41.971 --> 00:34:43.172
you know, to have exponential growth.
00:34:43.371 --> 00:34:44.213
So I completely agree.
00:34:44.233 --> 00:34:44.992
What we're going to do now
00:34:45.052 --> 00:34:46.875
is transition to the segment of the show.
00:34:47.474 --> 00:34:49.215
We're going to look at the owl app.
00:34:49.677 --> 00:34:50.657
And what we're going to do
00:34:51.257 --> 00:34:52.278
is we're going to bring
00:34:52.458 --> 00:34:55.141
somebody live into the show.
00:34:55.561 --> 00:34:57.061
So we're going to bring,
00:34:58.222 --> 00:34:59.844
let's see who's available right now.
00:34:59.864 --> 00:35:00.885
We're going to look at the whole screen.
00:35:00.925 --> 00:35:01.905
Oh, it's got a refresh.
00:35:03.947 --> 00:35:04.467
Oh, Caesar.
00:35:04.547 --> 00:35:05.608
I could call you Caesar.
00:35:07.128 --> 00:35:09.431
So what we're going to do is
00:35:09.451 --> 00:35:10.552
we're going to bring Debbie in.
00:35:10.902 --> 00:35:12.222
Debbie does a lot in
00:35:12.282 --> 00:35:15.063
branding and she lives down
00:35:15.103 --> 00:35:16.085
here in South Florida,
00:35:16.824 --> 00:35:17.706
as well as she's got a
00:35:17.746 --> 00:35:18.585
place in Wisconsin.
00:35:19.507 --> 00:35:20.586
So it could be a situation
00:35:20.628 --> 00:35:21.688
where you talk to Debbie
00:35:21.748 --> 00:35:23.688
and you guys could collaborate, right?
00:35:23.708 --> 00:35:25.349
Because often we have people
00:35:25.389 --> 00:35:26.811
on the owl app where, you know,
00:35:26.831 --> 00:35:27.731
they cross over into the
00:35:27.771 --> 00:35:28.472
field that you do.
00:35:29.532 --> 00:35:29.713
But,
00:35:30.012 --> 00:35:31.333
but it could be more about helping
00:35:31.373 --> 00:35:32.514
individuals on LinkedIn,
00:35:32.554 --> 00:35:33.815
helping individuals on
00:35:33.855 --> 00:35:34.614
Instagram with posts.
00:35:35.596 --> 00:35:36.376
So, you know,
00:35:36.556 --> 00:35:38.217
every personnel can be either
00:35:38.257 --> 00:35:39.157
a potential customer or,
00:35:39.786 --> 00:35:41.228
or a potential individual to
00:35:41.248 --> 00:35:42.190
collaborate with, of course.
00:35:43.072 --> 00:35:44.233
So we're ringing her right now.
00:35:44.514 --> 00:35:45.536
So as she's doing that,
00:35:45.637 --> 00:35:46.858
you and Ellie talk a little bit.
00:35:47.559 --> 00:35:48.742
Hope she picks up, of course.
00:35:48.762 --> 00:35:50.565
I guess a Chela Diaz called
00:35:50.585 --> 00:35:52.168
me from our audio.
00:35:52.572 --> 00:35:53.532
Oh yeah.
00:35:53.773 --> 00:35:53.992
Yeah.
00:35:54.012 --> 00:35:54.253
That was it.
00:35:54.273 --> 00:35:54.353
Yeah.
00:35:54.373 --> 00:35:55.693
I guess we could call her back.
00:35:55.914 --> 00:35:56.054
Yeah.
00:35:56.074 --> 00:35:56.635
We could call.
00:35:56.675 --> 00:35:58.096
She'd be a good case study.
00:35:58.115 --> 00:35:59.577
Like she, she has like a,
00:35:59.836 --> 00:36:01.657
she basically has her own
00:36:01.697 --> 00:36:04.019
business and helps empower
00:36:04.099 --> 00:36:05.400
women to make more money.
00:36:05.621 --> 00:36:08.382
So she'd be like, I'm just an interesting.
00:36:08.402 --> 00:36:09.364
Yeah.
00:36:09.463 --> 00:36:10.063
Let's call her.
00:36:10.684 --> 00:36:11.184
Okay.
00:36:11.565 --> 00:36:11.664
Yeah.
00:36:11.684 --> 00:36:12.545
I should turn you in here.
00:36:12.565 --> 00:36:13.427
Do you want me to show you?
00:36:13.827 --> 00:36:14.106
Yep.
00:36:14.146 --> 00:36:14.387
Yep.
00:36:14.427 --> 00:36:15.108
Yep.
00:36:15.148 --> 00:36:15.867
Turn him off.
00:36:15.907 --> 00:36:16.688
So that way he doesn't get.
00:36:16.708 --> 00:36:17.650
Yeah.
00:36:18.010 --> 00:36:19.690
So of course, as an app where.
00:36:19.710 --> 00:36:20.512
See the timer here.
00:36:20.532 --> 00:36:21.012
You have seven.
00:36:26.849 --> 00:36:27.528
Okay.
00:36:28.289 --> 00:36:28.550
Sorry,
00:36:28.570 --> 00:36:30.570
everybody out there that was
00:36:30.650 --> 00:36:31.371
listening to.
00:36:34.333 --> 00:36:34.672
Okay.
00:36:34.693 --> 00:36:35.893
We're going to give Chella a call now.
00:36:39.574 --> 00:36:39.894
Okay.
00:36:39.934 --> 00:36:41.115
You are now offline.
00:36:41.135 --> 00:36:41.876
That's the best part about
00:36:41.956 --> 00:36:43.016
owl is you literally could
00:36:43.036 --> 00:36:44.998
be driving to Tampa for hours.
00:36:45.378 --> 00:36:46.777
And typically what are you
00:36:46.797 --> 00:36:47.358
doing in your car?
00:36:47.418 --> 00:36:47.559
Right?
00:36:47.579 --> 00:36:48.679
Listen to music, right?
00:36:48.699 --> 00:36:49.639
You're doing something,
00:36:49.800 --> 00:36:50.619
but you can just call
00:36:50.639 --> 00:36:51.740
someone and build opportunities.
00:36:52.661 --> 00:36:53.722
Hello, Chella.
00:36:53.762 --> 00:36:55.402
Welcome to the owl podcast.
00:36:55.422 --> 00:36:56.202
How are you doing today?
00:36:57.458 --> 00:36:58.858
Oh, I'm doing Fantabulous.
00:36:59.219 --> 00:36:59.378
Well,
00:36:59.418 --> 00:37:02.440
we noticed that we were giving Cesar
00:37:02.460 --> 00:37:05.824
a demo of OWL, and he, by accident,
00:37:05.864 --> 00:37:07.224
didn't go offline, and you called him.
00:37:07.284 --> 00:37:08.666
So we figured, let's call you back.
00:37:09.365 --> 00:37:11.347
Let's plug you into the OWL podcast.
00:37:11.367 --> 00:37:12.108
How are you doing today?
00:37:12.989 --> 00:37:13.869
I am wonderful.
00:37:13.929 --> 00:37:14.349
Thank you.
00:37:14.389 --> 00:37:15.550
I appreciate the call.
00:37:16.351 --> 00:37:18.652
So, Chella, for audience listening,
00:37:19.592 --> 00:37:19.873
you know,
00:37:20.112 --> 00:37:21.574
is the first person on the OWL
00:37:21.653 --> 00:37:23.436
app to hit 2,000 phone calls.
00:37:23.456 --> 00:37:23.635
What?
00:37:24.764 --> 00:37:26.887
She recognized that there
00:37:26.907 --> 00:37:28.668
was so much power in this platform.
00:37:28.708 --> 00:37:29.429
She always went to
00:37:29.489 --> 00:37:30.710
networking events all the time,
00:37:30.750 --> 00:37:31.530
built relationships.
00:37:32.010 --> 00:37:33.211
Such a believer in building
00:37:33.251 --> 00:37:34.532
opportunities through relationships.
00:37:35.512 --> 00:37:36.614
And she saw the writing on
00:37:36.634 --> 00:37:37.534
the wall 13 months ago.
00:37:37.594 --> 00:37:40.916
So in 13 months, she's placed 2,000 calls.
00:37:41.458 --> 00:37:42.719
So before, Chella,
00:37:42.918 --> 00:37:44.780
we tell everyone about yourself,
00:37:45.141 --> 00:37:45.621
tell us about your
00:37:45.641 --> 00:37:47.422
experience with these 2,000 calls.
00:37:47.461 --> 00:37:48.023
What's come from it?
00:37:49.972 --> 00:37:51.552
Oh my goodness, the list is long,
00:37:51.592 --> 00:37:52.594
but I don't want to take up
00:37:52.634 --> 00:37:54.034
the whole 10 minutes on that.
00:37:54.235 --> 00:37:56.516
But also it's the building relationships,
00:37:56.617 --> 00:37:56.858
right?
00:37:57.117 --> 00:38:00.199
The number of podcasts that
00:38:00.219 --> 00:38:02.101
have been interviewed from
00:38:02.161 --> 00:38:04.583
the conversations I had here on the app.
00:38:05.605 --> 00:38:06.324
Yes.
00:38:06.826 --> 00:38:11.088
I also saw a need for people
00:38:11.188 --> 00:38:13.030
that didn't know how to get
00:38:13.170 --> 00:38:16.634
started and were overwhelmed on LinkedIn.
00:38:17.637 --> 00:38:19.978
And I created an online
00:38:20.059 --> 00:38:22.181
course for that pain.
00:38:23.081 --> 00:38:24.603
So I'm just beyond excited
00:38:24.643 --> 00:38:26.644
because if it wasn't for OWL,
00:38:27.106 --> 00:38:28.347
I would not have seen the
00:38:28.387 --> 00:38:30.007
writing on the wall and
00:38:30.088 --> 00:38:31.969
that course would not have been created.
00:38:34.572 --> 00:38:36.094
Well, Chella, you know,
00:38:36.173 --> 00:38:37.474
our guest Cesar is here.
00:38:37.695 --> 00:38:38.396
He does a lot.
00:38:38.766 --> 00:38:40.007
you know, with PR.
00:38:40.166 --> 00:38:41.248
He helps a lot of startups
00:38:42.027 --> 00:38:43.688
really have exponential growth.
00:38:43.809 --> 00:38:44.349
So think about those
00:38:44.389 --> 00:38:46.391
startups who have already raised capital,
00:38:47.170 --> 00:38:47.472
right?
00:38:47.512 --> 00:38:49.353
They may have taken in a million,
00:38:49.373 --> 00:38:51.134
a $5 million of capital, for example.
00:38:51.233 --> 00:38:51.934
And he helps some of these
00:38:51.974 --> 00:38:54.815
companies literally go from, you know,
00:38:54.835 --> 00:38:55.956
maybe a million of revenue
00:38:56.197 --> 00:38:57.458
to 50 million of revenue.
00:38:57.518 --> 00:38:58.137
As an example,
00:38:58.398 --> 00:39:00.219
he works a lot behind the
00:39:00.239 --> 00:39:02.201
scenes with public affairs.
00:39:02.541 --> 00:39:04.722
You know, he's, he's done stuff, you know,
00:39:04.822 --> 00:39:05.802
in the city of Tampa,
00:39:05.822 --> 00:39:07.224
he's done stuff in the city of Miami and,
00:39:07.978 --> 00:39:09.659
And I'm sure some questions
00:39:09.699 --> 00:39:10.619
come to mind because a lot
00:39:10.659 --> 00:39:12.000
of times you have
00:39:12.081 --> 00:39:13.842
entrepreneurs that you work with that,
00:39:14.181 --> 00:39:17.043
you know, they, they, they take, you know,
00:39:17.063 --> 00:39:18.304
your LinkedIn course, they get,
00:39:18.864 --> 00:39:20.005
they get things moving along,
00:39:20.144 --> 00:39:21.005
but then they want to see
00:39:21.065 --> 00:39:21.925
exponential growth.
00:39:21.945 --> 00:39:22.726
So do you have a question
00:39:22.746 --> 00:39:24.407
for Cesar that comes to
00:39:24.447 --> 00:39:26.028
mind with how he helps his
00:39:26.068 --> 00:39:27.670
clients out really create a system,
00:39:27.989 --> 00:39:28.429
for example?
00:39:28.590 --> 00:39:29.130
Oh my God.
00:39:29.190 --> 00:39:30.672
Yes, absolutely.
00:39:30.731 --> 00:39:31.331
And that's it.
00:39:31.771 --> 00:39:32.632
It's like, what,
00:39:33.128 --> 00:39:35.590
We often get caught up in the shiny object,
00:39:35.969 --> 00:39:36.369
Cesar.
00:39:36.969 --> 00:39:38.630
So for those folks that are
00:39:38.710 --> 00:39:41.271
already reached their 1 million, right?
00:39:41.371 --> 00:39:42.851
And they want to get to the
00:39:42.851 --> 00:39:44.811
5 to the 10 and they're frozen.
00:39:44.831 --> 00:39:47.793
What would be like maybe two
00:39:47.873 --> 00:39:50.534
things and everybody's coming at them,
00:39:50.574 --> 00:39:50.753
right?
00:39:50.773 --> 00:39:51.773
Well, I can help you with this.
00:39:51.853 --> 00:39:52.635
I can help you with that.
00:39:52.675 --> 00:39:55.635
There's so many options presented to them.
00:39:56.356 --> 00:39:59.416
How would you suggest that they, you know,
00:39:59.777 --> 00:40:01.097
which options should they go with?
00:40:03.402 --> 00:40:03.963
I would say,
00:40:05.005 --> 00:40:07.106
so what you did with LinkedIn is spot on,
00:40:07.306 --> 00:40:07.447
right?
00:40:07.467 --> 00:40:08.327
Because the first thing that
00:40:08.367 --> 00:40:10.311
I discuss is you are your
00:40:10.371 --> 00:40:12.612
first piece of media, right?
00:40:13.193 --> 00:40:14.514
If you're at that 1 million
00:40:14.574 --> 00:40:16.157
mark and you have a widget
00:40:16.217 --> 00:40:17.559
and you have existing users,
00:40:18.190 --> 00:40:20.032
those users should be
00:40:20.092 --> 00:40:21.632
converted into followers
00:40:22.192 --> 00:40:25.213
right uh and an audience so
00:40:25.652 --> 00:40:26.592
there's many things that
00:40:26.652 --> 00:40:28.273
you can use to curate an
00:40:28.353 --> 00:40:29.233
audience one of them is
00:40:29.273 --> 00:40:30.594
linkedin so you can drop a
00:40:30.813 --> 00:40:32.635
linkedin newsletter or you
00:40:32.675 --> 00:40:33.414
can have your own
00:40:33.434 --> 00:40:34.896
newsletter where you're
00:40:35.076 --> 00:40:37.135
taking that audience and
00:40:37.195 --> 00:40:39.056
you have them as a data set
00:40:39.916 --> 00:40:41.416
or you can insert multiple
00:40:41.456 --> 00:40:43.358
calls to actions now
00:40:44.197 --> 00:40:45.059
You can do anything.
00:40:45.139 --> 00:40:47.021
So say you have this audience,
00:40:47.523 --> 00:40:49.144
say it's a thousand real
00:40:50.085 --> 00:40:52.809
followers and you drop,
00:40:53.130 --> 00:40:54.231
you're dropping a widget.
00:40:54.592 --> 00:40:55.414
They should know first.
00:40:56.764 --> 00:40:57.644
You're having an event.
00:40:57.764 --> 00:40:58.545
They should know first.
00:40:58.826 --> 00:40:59.985
I just dropped in Forbes.
00:41:00.505 --> 00:41:01.166
Here's the link.
00:41:01.347 --> 00:41:01.947
Check it out.
00:41:02.106 --> 00:41:02.786
Click on the link.
00:41:03.268 --> 00:41:05.608
So number one, go from, hey,
00:41:05.748 --> 00:41:07.349
I'm selling a widget and I
00:41:07.369 --> 00:41:09.610
just want a customer to, hey,
00:41:09.650 --> 00:41:10.789
I'm providing value.
00:41:11.070 --> 00:41:12.731
And now I have an existing
00:41:12.971 --> 00:41:14.771
audience that I can curate,
00:41:15.211 --> 00:41:16.851
cultivate and position them
00:41:16.913 --> 00:41:18.273
to whatever it is that I want to do.
00:41:18.592 --> 00:41:19.472
How do you do that?
00:41:19.552 --> 00:41:21.094
Being that the algorithm on
00:41:21.134 --> 00:41:22.253
LinkedIn has changed so
00:41:22.293 --> 00:41:23.614
much and you're only reaching maybe
00:41:24.577 --> 00:41:25.458
half a percent of your
00:41:25.518 --> 00:41:26.398
audience typically when you
00:41:26.418 --> 00:41:28.661
do a post or the newsletter
00:41:28.802 --> 00:41:29.702
same thing it's only going
00:41:29.722 --> 00:41:30.503
to x amount are you
00:41:30.623 --> 00:41:32.085
exporting your contacts for
00:41:32.126 --> 00:41:33.547
example are you are you
00:41:33.588 --> 00:41:35.070
then creating a newsletter
00:41:35.090 --> 00:41:35.911
with the contacts that you
00:41:35.951 --> 00:41:38.454
just export for example um
00:41:38.614 --> 00:41:39.534
are you direct emailing
00:41:39.574 --> 00:41:40.815
them you know even like
00:41:41.277 --> 00:41:42.317
Kind of explain kind of like
00:41:42.336 --> 00:41:45.498
a step further because I
00:41:45.898 --> 00:41:46.639
feel like a lot of people
00:41:46.719 --> 00:41:47.960
have these contacts, right?
00:41:48.000 --> 00:41:49.679
They keep building and building, you know,
00:41:50.019 --> 00:41:50.840
like I have 13,
00:41:50.840 --> 00:41:51.541
14,000 followers on
00:41:51.581 --> 00:41:52.920
LinkedIn and LinkedIn is
00:41:52.960 --> 00:41:54.601
known as a very credible
00:41:54.661 --> 00:41:55.362
source because it's not
00:41:55.402 --> 00:41:56.422
like other platforms where
00:41:57.003 --> 00:41:58.864
you buy fake followers often, right?
00:41:59.224 --> 00:42:00.284
LinkedIn has put more of a
00:42:00.304 --> 00:42:00.943
shutdown to that.
00:42:01.264 --> 00:42:02.565
They've eliminated a lot of the bots.
00:42:02.585 --> 00:42:04.065
Unless people are using bots on LinkedIn,
00:42:04.166 --> 00:42:06.405
it does exist, you know, with these pods,
00:42:06.445 --> 00:42:07.666
for example, but you know,
00:42:07.726 --> 00:42:08.447
how do you actually reach,
00:42:08.467 --> 00:42:09.106
like I got 13,000 followers.
00:42:10.907 --> 00:42:12.670
I will create a newsletter.
00:42:13.489 --> 00:42:14.692
And then in the newsletter,
00:42:14.711 --> 00:42:17.554
I would announce I'm
00:42:17.733 --> 00:42:19.396
developing an inner circle
00:42:20.096 --> 00:42:22.938
or I'm developing a private email list.
00:42:23.679 --> 00:42:25.181
And you can use whatever you want,
00:42:25.240 --> 00:42:27.182
constant contact, MailChimp, et cetera.
00:42:27.202 --> 00:42:27.342
Sure.
00:42:28.123 --> 00:42:28.302
Right.
00:42:28.342 --> 00:42:30.545
So you convert them over to your data set.
00:42:30.585 --> 00:42:32.266
You could even use a Google sheet.
00:42:32.746 --> 00:42:33.007
Right.
00:42:34.507 --> 00:42:35.768
I'll give you a real time example.
00:42:36.028 --> 00:42:37.130
The podcast,
00:42:37.829 --> 00:42:39.452
The School of Hard Knocks on Instagram.
00:42:39.811 --> 00:42:40.052
Right.
00:42:40.773 --> 00:42:42.474
Almost two million followers.
00:42:42.873 --> 00:42:44.715
They'll get a million to 10
00:42:44.715 --> 00:42:46.976
million views on a reel.
00:42:48.498 --> 00:42:50.000
And they're launching a newsletter.
00:42:50.920 --> 00:42:53.282
They dropped in their reel and a story,
00:42:53.322 --> 00:42:55.804
hey, sign up to our insider circle.
00:42:56.717 --> 00:42:59.278
They converted maybe out of
00:42:59.338 --> 00:43:01.139
the 2 million followers,
00:43:01.139 --> 00:43:06.583
80 to 100,000 actual people to now go in.
00:43:06.983 --> 00:43:08.525
Here's my data set.
00:43:08.684 --> 00:43:09.664
Here's my audience.
00:43:10.144 --> 00:43:14.527
So use whatever audience, whether it's IG,
00:43:14.748 --> 00:43:17.289
LinkedIn, whatever it is, Twitter.
00:43:17.750 --> 00:43:18.610
Hey, opt in.
00:43:19.210 --> 00:43:20.371
The ones that are going to opt in,
00:43:20.411 --> 00:43:21.532
those are your super fans, right?
00:43:22.844 --> 00:43:25.405
That's where you cultivate community from.
00:43:25.887 --> 00:43:27.547
So the first thing is
00:43:27.889 --> 00:43:29.831
convert your following,
00:43:30.190 --> 00:43:31.331
make them an audience,
00:43:31.851 --> 00:43:33.653
give offerings to the audience,
00:43:34.195 --> 00:43:35.835
and then build from there.
00:43:36.356 --> 00:43:38.137
Because once you start
00:43:38.257 --> 00:43:40.199
creating community is
00:43:40.340 --> 00:43:41.561
really when you begin to
00:43:42.673 --> 00:43:44.934
orchestrate and, and dominate, right?
00:43:44.954 --> 00:43:46.494
Because you can tell your community.
00:43:46.914 --> 00:43:47.916
So, and here's why.
00:43:47.996 --> 00:43:48.896
So you're a founder,
00:43:49.016 --> 00:43:50.735
you have multiple enterprises, right?
00:43:50.956 --> 00:43:51.135
Yes.
00:43:51.376 --> 00:43:53.396
Right now it's, Hey, go on to owl,
00:43:53.836 --> 00:43:56.878
but it may be, you know,
00:43:57.197 --> 00:43:58.778
owl 2.0 or company 2.0.
00:43:58.778 --> 00:43:58.998
Sure.
00:43:59.478 --> 00:44:00.619
You want to be able to
00:44:00.699 --> 00:44:01.878
curate an audience that you
00:44:01.898 --> 00:44:03.920
can tell them to go on different arenas.
00:44:04.539 --> 00:44:07.081
For example, like them or not Elon.
00:44:07.625 --> 00:44:08.985
Hey, he has a following.
00:44:09.405 --> 00:44:10.965
I'm dropping this in Tesla.
00:44:11.005 --> 00:44:12.507
I'm dropping this in SpaceX.
00:44:12.567 --> 00:44:14.427
I'm dropping this in solar city.
00:44:14.467 --> 00:44:16.088
I'm dropping this back to
00:44:16.128 --> 00:44:16.807
personal branding.
00:44:17.128 --> 00:44:17.867
You want more and more
00:44:17.887 --> 00:44:19.088
people are starting to realize like,
00:44:19.128 --> 00:44:19.768
wait a second.
00:44:19.809 --> 00:44:21.909
Like I built the brand, you know,
00:44:22.090 --> 00:44:23.110
my name around the brand,
00:44:23.210 --> 00:44:24.210
but instead and build my
00:44:24.251 --> 00:44:25.490
own name and then it could go anywhere.
00:44:25.791 --> 00:44:27.472
I'm curious, too,
00:44:27.612 --> 00:44:30.855
in terms of choosing that
00:44:30.914 --> 00:44:33.876
inner circle and what to use.
00:44:34.777 --> 00:44:37.139
Once you get their contact information,
00:44:37.159 --> 00:44:40.202
do you suggest a text group
00:44:40.621 --> 00:44:43.403
or an email group or a Facebook group?
00:44:43.965 --> 00:44:46.005
What do you think is the most successful,
00:44:46.106 --> 00:44:48.527
and is there a technology –
00:44:48.527 --> 00:44:50.969
or a company that is affordable,
00:44:51.009 --> 00:44:52.969
like that can automate these things.
00:44:53.489 --> 00:44:54.431
So here's the thing.
00:44:55.090 --> 00:44:56.711
You need to know your audience.
00:44:56.871 --> 00:44:57.172
Okay.
00:44:57.351 --> 00:44:58.592
Because I'll give an example.
00:44:58.952 --> 00:45:01.454
Blockchain, crypto, it's X, right?
00:45:01.653 --> 00:45:02.534
And Twitter spaces.
00:45:02.753 --> 00:45:02.934
Sure.
00:45:02.994 --> 00:45:03.574
All day long.
00:45:04.735 --> 00:45:06.655
Entrepreneurs, it's still WhatsApp.
00:45:07.016 --> 00:45:10.896
Tech, Signal, Telegram, right?
00:45:11.358 --> 00:45:12.197
I've seen it all.
00:45:12.918 --> 00:45:13.358
Some of them.
00:45:13.418 --> 00:45:13.679
Yeah,
00:45:13.938 --> 00:45:15.259
especially when you're new and you're
00:45:15.278 --> 00:45:16.820
just building and it's hard to know like,
00:45:16.960 --> 00:45:17.940
Baby boomers, AOL.
00:45:17.960 --> 00:45:19.121
But your audience,
00:45:19.260 --> 00:45:20.942
like I'm trying to do this
00:45:21.021 --> 00:45:23.603
just weird music with my fans.
00:45:23.643 --> 00:45:25.025
And it's like, okay,
00:45:25.045 --> 00:45:26.346
when I drop a new song,
00:45:26.385 --> 00:45:27.565
like I want them to be the
00:45:27.606 --> 00:45:28.547
first to hear it.
00:45:29.166 --> 00:45:30.487
And just trying to figure out, well,
00:45:31.048 --> 00:45:32.628
where should I do it over
00:45:32.648 --> 00:45:34.851
an automated text subscription?
00:45:34.931 --> 00:45:35.650
Do I do a group?
00:45:35.690 --> 00:45:37.152
Like it's hard to determine
00:45:37.192 --> 00:45:37.932
where they're going to.
00:45:38.313 --> 00:45:39.434
And that's the challenge is
00:45:39.474 --> 00:45:41.335
that there isn't a one thing.
00:45:41.394 --> 00:45:41.695
Yeah.
00:45:41.775 --> 00:45:43.115
Agencies love discord.
00:45:44.297 --> 00:45:45.498
But it's your community,
00:45:45.538 --> 00:45:47.340
so you should know, hey,
00:45:47.699 --> 00:45:49.601
if I'm on blockchain and I'm in LinkedIn,
00:45:49.621 --> 00:45:51.043
I have a newsletter, hey,
00:45:51.304 --> 00:45:53.105
join my Twitter space every
00:45:53.166 --> 00:45:54.327
Friday at 5 o'clock.
00:45:56.568 --> 00:45:58.329
And I'll give you another good example,
00:45:58.389 --> 00:45:59.009
right?
00:45:59.128 --> 00:46:00.010
Gary Cardone,
00:46:00.150 --> 00:46:01.510
huge in the blockchain space.
00:46:02.251 --> 00:46:03.331
About a year ago,
00:46:03.472 --> 00:46:05.432
he had 1,000 followers on Twitter.
00:46:05.853 --> 00:46:07.914
He consistently told his followers,
00:46:08.054 --> 00:46:09.494
I will be on Twitter space.
00:46:09.934 --> 00:46:12.476
He's at 20,000 now because
00:46:12.516 --> 00:46:13.976
he understood that that
00:46:14.056 --> 00:46:16.557
community is there, right?
00:46:16.777 --> 00:46:19.579
And his team, Greg, understands that.
00:46:20.179 --> 00:46:23.222
So you have to know where your audience is,
00:46:23.342 --> 00:46:23.581
right?
00:46:25.469 --> 00:46:25.570
Oh,
00:46:25.809 --> 00:46:27.690
that's the buzzer that we have 20
00:46:27.690 --> 00:46:29.391
seconds left with Chella over here.
00:46:29.431 --> 00:46:29.931
Well, Chella,
00:46:30.271 --> 00:46:32.213
thanks for joining us on the OWL podcast.
00:46:32.793 --> 00:46:33.353
We're going to make sure
00:46:33.373 --> 00:46:34.132
that you and Cesar,
00:46:34.172 --> 00:46:35.554
we're going to make sure
00:46:35.574 --> 00:46:37.175
you and Cesar chat after this, of course.
00:46:37.195 --> 00:46:37.894
Yes, ma'am.
00:46:38.054 --> 00:46:38.614
It's a pleasure.
00:46:38.655 --> 00:46:39.996
Thank you for calling in.
00:46:40.016 --> 00:46:42.016
Okay.
00:46:42.396 --> 00:46:44.197
And then for everyone listening out there,
00:46:44.237 --> 00:46:45.697
you get to leave Chella a review.
00:46:45.978 --> 00:46:47.219
So we'll give her five stars
00:46:47.759 --> 00:46:48.298
because that was a
00:46:48.338 --> 00:46:49.599
five-star question that she asked,
00:46:49.619 --> 00:46:50.159
of course, right?
00:46:51.083 --> 00:46:51.704
And what's cool with this is
00:46:51.724 --> 00:46:52.545
everyone's held accountable.
00:46:52.784 --> 00:46:54.505
So regardless if you're just
00:46:54.565 --> 00:46:55.806
taking the calls or making them,
00:46:56.327 --> 00:46:57.306
both people get a call
00:46:57.367 --> 00:46:58.947
because both people have to
00:46:58.987 --> 00:47:00.528
be held accountable for a conversation.
00:47:00.969 --> 00:47:02.050
I've seen too often people
00:47:02.090 --> 00:47:04.351
jump from a LinkedIn conversation, right?
00:47:04.371 --> 00:47:05.452
They're messaging back and forth,
00:47:05.492 --> 00:47:06.572
they jump on a Zoom meeting
00:47:07.313 --> 00:47:08.313
and then it turns ugly,
00:47:08.353 --> 00:47:10.634
but no one really knows, right?
00:47:10.673 --> 00:47:11.894
Like you go out there
00:47:11.914 --> 00:47:13.635
soliciting and soliciting on LinkedIn,
00:47:14.331 --> 00:47:15.371
And be really good at it.
00:47:15.572 --> 00:47:16.012
You know that.
00:47:16.353 --> 00:47:17.092
There's a lot of people that
00:47:17.112 --> 00:47:18.353
don't post at all on LinkedIn.
00:47:18.753 --> 00:47:20.213
They're just really good at the copy,
00:47:20.233 --> 00:47:21.574
sending direct messages to people.
00:47:21.974 --> 00:47:23.735
They generate a lot of meetings.
00:47:23.775 --> 00:47:25.155
And then, unfortunately,
00:47:25.175 --> 00:47:27.577
it's law of large numbers.
00:47:27.777 --> 00:47:29.538
They could sell, sell, sell all they want,
00:47:30.038 --> 00:47:31.318
get some transactions in there,
00:47:31.778 --> 00:47:33.059
and they don't even have
00:47:33.119 --> 00:47:34.039
public reviews for some of
00:47:34.059 --> 00:47:34.960
the services that they sell.
00:47:35.648 --> 00:47:36.369
not held accountable.
00:47:36.389 --> 00:47:38.793
What's awesome about owl is eventually,
00:47:38.813 --> 00:47:39.353
you know,
00:47:39.653 --> 00:47:40.735
somebody is going to catch on
00:47:40.755 --> 00:47:42.677
and start leaving like one star review.
00:47:43.219 --> 00:47:43.880
And then all of a sudden,
00:47:43.920 --> 00:47:44.579
like there'll be a real
00:47:44.641 --> 00:47:46.902
comment on your profile that this person,
00:47:47.563 --> 00:47:47.945
you know, uh,
00:47:48.585 --> 00:47:50.447
was really not professional
00:47:50.568 --> 00:47:51.929
on a phone call with me was
00:47:51.949 --> 00:47:53.391
saying inappropriate things, uh,
00:47:53.791 --> 00:47:55.875
And pretty much then others, you know,
00:47:55.894 --> 00:47:57.916
can can see that comment and be like, OK,
00:47:58.237 --> 00:47:59.259
see if it happens to me as well.
00:47:59.438 --> 00:48:00.721
And over time, you know,
00:48:00.740 --> 00:48:02.322
it just it won't it will
00:48:02.503 --> 00:48:03.623
just damage their reputation.
00:48:03.884 --> 00:48:05.266
So that's why we say we see
00:48:05.286 --> 00:48:06.947
Yahoo as like the LinkedIn on steroids,
00:48:07.369 --> 00:48:07.909
LinkedIn 2.0,
00:48:07.909 --> 00:48:09.010
because LinkedIn hasn't
00:48:09.050 --> 00:48:10.833
moved that much in the last 15 years.
00:48:12.742 --> 00:48:13.983
Of course, Microsoft bought them,
00:48:14.023 --> 00:48:15.722
and they have scaled, though.
00:48:15.762 --> 00:48:17.164
I think last I heard,
00:48:17.184 --> 00:48:18.965
they hit a billion users.
00:48:19.644 --> 00:48:20.626
So everyone can make fun of
00:48:20.646 --> 00:48:21.445
them all they want,
00:48:21.485 --> 00:48:22.927
but there's still growth there,
00:48:23.686 --> 00:48:24.648
and there's not many other
00:48:24.887 --> 00:48:27.268
platforms that have been
00:48:27.329 --> 00:48:28.289
able to even come close to
00:48:28.309 --> 00:48:28.869
competing with them,
00:48:29.190 --> 00:48:31.030
because they're different
00:48:31.050 --> 00:48:32.731
than your Instagram and TikTok,
00:48:32.751 --> 00:48:33.931
for example.
00:48:33.972 --> 00:48:34.711
TikTok, of course,
00:48:34.731 --> 00:48:35.213
is taking a lot of the
00:48:35.253 --> 00:48:38.034
share off of Instagram and Facebook,
00:48:38.193 --> 00:48:39.094
but LinkedIn's kind of like
00:48:39.114 --> 00:48:40.114
that little silent one that
00:48:41.101 --> 00:48:42.501
That keeps on going and going.
00:48:43.262 --> 00:48:44.123
So, Ellie,
00:48:44.163 --> 00:48:45.164
I think this is the part of the show.
00:48:45.184 --> 00:48:46.063
It's your favorite part.
00:48:46.164 --> 00:48:46.784
What part is it?
00:48:47.385 --> 00:48:48.425
That time.
00:48:48.445 --> 00:48:50.206
Oh, does he know about that time?
00:48:50.527 --> 00:48:50.746
No.
00:48:50.947 --> 00:48:52.447
You hate it from now?
00:48:52.487 --> 00:48:53.548
He doesn't know about Caesar.
00:48:53.568 --> 00:48:54.789
Something that that we love
00:48:54.809 --> 00:48:56.690
doing is not sharing with
00:48:56.751 --> 00:48:58.431
our guests about this
00:48:58.452 --> 00:48:59.112
segment of the show.
00:48:59.932 --> 00:49:01.474
The segment show where we have some fun.
00:49:01.954 --> 00:49:03.034
We're going to place a bet with you.
00:49:03.655 --> 00:49:03.896
Right.
00:49:04.016 --> 00:49:04.996
So the bet, you know,
00:49:05.177 --> 00:49:06.197
you're able to wager something.
00:49:06.237 --> 00:49:07.378
We're able to wager something.
00:49:08.311 --> 00:49:09.532
And at the end of the bet,
00:49:09.733 --> 00:49:11.293
whoever loses has to pay up, of course.
00:49:11.634 --> 00:49:12.594
And you're from Brooklyn.
00:49:13.155 --> 00:49:15.076
You're a guy that pays his debts,
00:49:15.115 --> 00:49:15.556
I believe.
00:49:15.775 --> 00:49:16.036
Right.
00:49:16.056 --> 00:49:16.677
You're not one of those
00:49:16.697 --> 00:49:18.036
people that like I lost.
00:49:18.077 --> 00:49:18.478
Screw it.
00:49:19.117 --> 00:49:20.137
No, I know it.
00:49:20.318 --> 00:49:21.298
New Yorkers don't do that shit.
00:49:21.918 --> 00:49:24.260
So part of this bet is utilizing owl,
00:49:24.300 --> 00:49:24.601
of course.
00:49:25.420 --> 00:49:26.202
So, Ellie,
00:49:26.222 --> 00:49:28.083
do you have an idea of what we
00:49:28.123 --> 00:49:28.643
want to bet him?
00:49:29.590 --> 00:49:30.652
And what we want to give him
00:49:30.672 --> 00:49:33.494
in return if he hits that.
00:49:33.974 --> 00:49:36.556
I think because I know he is a CEO,
00:49:36.577 --> 00:49:37.056
a busy guy,
00:49:37.077 --> 00:49:39.159
I think we should kind of do
00:49:39.199 --> 00:49:40.539
what we did similarly to
00:49:40.579 --> 00:49:43.202
last week where I don't
00:49:43.222 --> 00:49:44.782
know what your schedule is on Mondays,
00:49:45.003 --> 00:49:47.706
but basically we have,
00:49:47.786 --> 00:49:49.646
as Jason was sort of explaining,
00:49:49.686 --> 00:49:51.027
we have mentorship Monday,
00:49:51.108 --> 00:49:52.889
every Monday where a lot of
00:49:53.710 --> 00:49:56.612
some of our CEOs,
00:49:56.952 --> 00:49:58.914
busier people on the app will,
00:49:59.699 --> 00:50:01.900
lower their price to a dollar, um,
00:50:03.101 --> 00:50:04.023
and make themselves
00:50:04.143 --> 00:50:05.123
available on Monday
00:50:05.184 --> 00:50:08.927
mornings to give advice to people, mentor,
00:50:09.146 --> 00:50:10.387
you know, mentorship, essentially.
00:50:10.407 --> 00:50:11.809
Share knowledge, share knowledge.
00:50:11.829 --> 00:50:12.789
Yeah.
00:50:13.610 --> 00:50:13.650
Um,
00:50:13.670 --> 00:50:18.414
so I think that you should get on the app,
00:50:18.474 --> 00:50:21.916
go live on Monday and take
00:50:24.079 --> 00:50:24.679
Let's see.
00:50:24.998 --> 00:50:25.820
Well, just the amount of time.
00:50:26.139 --> 00:50:26.559
I know.
00:50:26.579 --> 00:50:27.300
We can't control the amount
00:50:27.320 --> 00:50:27.940
of inbound calls.
00:50:27.981 --> 00:50:28.681
Yeah, yeah, yeah.
00:50:28.740 --> 00:50:30.101
So I guess go live on the
00:50:30.260 --> 00:50:32.862
app for like two hours.
00:50:33.983 --> 00:50:34.302
Two hours.
00:50:34.382 --> 00:50:34.922
And it could be,
00:50:35.083 --> 00:50:35.684
you could be sitting at
00:50:35.704 --> 00:50:36.583
your couch six o'clock to
00:50:36.623 --> 00:50:37.664
eight o'clock at night, right?
00:50:37.684 --> 00:50:39.085
Because the calls aren't always coming in.
00:50:39.284 --> 00:50:39.405
Right.
00:50:39.706 --> 00:50:39.947
Right.
00:50:39.967 --> 00:50:41.409
So in a two hour span,
00:50:41.449 --> 00:50:44.431
you might only field four calls, you know,
00:50:44.492 --> 00:50:45.592
and you could judge if you
00:50:45.632 --> 00:50:47.074
want to stay on for 10 minutes each.
00:50:47.675 --> 00:50:48.695
Or there could be ones like
00:50:48.735 --> 00:50:49.697
Cello that happen to be
00:50:49.737 --> 00:50:51.599
like 45 minute calls and
00:50:51.938 --> 00:50:52.418
you're loving the
00:50:52.478 --> 00:50:53.559
conversation because that
00:50:54.001 --> 00:50:55.181
that does happen often.
00:50:55.262 --> 00:50:55.963
Our guest last week,
00:50:56.003 --> 00:50:57.844
I think she took about four calls,
00:50:57.864 --> 00:50:58.585
but one of the calls was
00:50:58.625 --> 00:50:59.726
the CEO Grant watch.
00:50:59.766 --> 00:51:01.168
So you never know who's going to hit you.
00:51:01.228 --> 00:51:02.829
You know, Grant watch is calling, you know,
00:51:02.849 --> 00:51:03.429
you're not worried about
00:51:03.469 --> 00:51:04.351
limiting it to 10 minutes.
00:51:04.987 --> 00:51:06.007
Nothing to do with money has
00:51:06.027 --> 00:51:06.748
to do with the relationship
00:51:06.768 --> 00:51:07.688
that you're building with
00:51:07.728 --> 00:51:08.889
that individual on the other end.
00:51:08.929 --> 00:51:09.110
Yeah.
00:51:09.210 --> 00:51:11.050
I think go live for two hours.
00:51:11.150 --> 00:51:13.012
And then I would also say
00:51:13.092 --> 00:51:14.434
just make two calls.
00:51:14.514 --> 00:51:15.675
Cause I want you to also
00:51:15.755 --> 00:51:18.255
experience like the other end of you,
00:51:18.315 --> 00:51:19.476
maybe making connections
00:51:19.536 --> 00:51:20.197
and getting advice.
00:51:20.237 --> 00:51:21.579
It doesn't have to be during that time,
00:51:21.659 --> 00:51:23.320
but you have a week to
00:51:23.360 --> 00:51:24.460
complete the challenge.
00:51:25.822 --> 00:51:27.463
Um, well, he has to do that on Monday.
00:51:27.503 --> 00:51:28.182
Cause yeah, yeah.
00:51:28.222 --> 00:51:31.105
Well, Monday and then two calls, two calls,
00:51:31.164 --> 00:51:32.206
regardless, like,
00:51:32.644 --> 00:51:32.925
OK,
00:51:32.945 --> 00:51:35.365
so that's the wager that we are wagering.
00:51:36.226 --> 00:51:38.626
And pretty much if you win,
00:51:38.646 --> 00:51:39.746
if you hit that
00:51:39.786 --> 00:51:40.987
accomplishment and you do it,
00:51:41.807 --> 00:51:43.268
then you get something from us.
00:51:43.708 --> 00:51:43.927
Right.
00:51:44.427 --> 00:51:46.248
You travel from Tampa Bay down here.
00:51:46.268 --> 00:51:47.949
You're a big relationship guy.
00:51:48.268 --> 00:51:48.528
Right.
00:51:48.949 --> 00:51:50.250
We have over 350 guests that
00:51:50.269 --> 00:51:51.050
we've interviewed between
00:51:51.230 --> 00:51:51.969
both of our podcasts.
00:51:53.451 --> 00:51:54.530
It could be, you know,
00:51:54.570 --> 00:51:56.331
me introducing you to three
00:51:56.391 --> 00:51:57.291
people on my list.
00:51:57.452 --> 00:51:59.032
You could go down my list of
00:51:59.052 --> 00:52:00.713
past podcast guests, say who,
00:52:00.952 --> 00:52:01.813
and I can make an intro.
00:52:02.333 --> 00:52:03.054
You know, that could be,
00:52:03.293 --> 00:52:04.373
and I'm just saying that could be it.
00:52:05.014 --> 00:52:06.735
It could be to use this studio.
00:52:06.896 --> 00:52:07.755
Next time you're down here,
00:52:08.396 --> 00:52:10.097
you have one of your clients and you say,
00:52:10.117 --> 00:52:10.677
Hey, Jason,
00:52:11.498 --> 00:52:12.378
I want to interview one of my
00:52:12.418 --> 00:52:14.320
clients in your studio.
00:52:14.519 --> 00:52:16.001
And we'll put, you know, the image of,
00:52:16.380 --> 00:52:16.621
you know,
00:52:16.902 --> 00:52:18.001
either your brand or their brand
00:52:18.041 --> 00:52:19.083
up on this TV, of course.
00:52:19.903 --> 00:52:21.503
And you use the studio for an hour, right.
00:52:21.523 --> 00:52:22.264
And do a quick interview.
00:52:22.905 --> 00:52:23.105
Right.
00:52:23.125 --> 00:52:23.766
I don't know.
00:52:23.786 --> 00:52:24.445
We're just, we're saying,
00:52:24.485 --> 00:52:25.646
or anything you've seen, you know,
00:52:26.166 --> 00:52:27.728
you've kind of met us today, you know,
00:52:27.788 --> 00:52:28.188
and there could be
00:52:28.228 --> 00:52:29.228
something else that comes to mind,
00:52:29.809 --> 00:52:30.889
you know, that, that you,
00:52:31.222 --> 00:52:33.143
think of, but that's what we would wager.
00:52:33.724 --> 00:52:33.945
Yeah.
00:52:34.344 --> 00:52:35.726
Well, game.
00:52:36.347 --> 00:52:36.726
Okay.
00:52:36.867 --> 00:52:37.628
So which one do you want?
00:52:37.648 --> 00:52:39.048
Do you know what you would want from us?
00:52:40.030 --> 00:52:41.110
I would have to think on it.
00:52:41.130 --> 00:52:42.090
I would have to think on it.
00:52:42.130 --> 00:52:42.972
So I would say, yeah,
00:52:43.032 --> 00:52:45.554
maybe a soft introduction
00:52:45.614 --> 00:52:46.914
would be cool or maybe even
00:52:46.934 --> 00:52:47.675
change the space.
00:52:47.695 --> 00:52:48.476
So let me think on it.
00:52:48.615 --> 00:52:49.115
Okay.
00:52:49.137 --> 00:52:50.538
We'll open up both of those.
00:52:50.577 --> 00:52:50.998
That's fine.
00:52:51.425 --> 00:52:52.025
Absolutely.
00:52:52.246 --> 00:52:53.387
But I would say,
00:52:53.489 --> 00:52:56.132
let me execute first and get that done.
00:52:56.432 --> 00:52:57.695
And then we can discuss from there.
00:52:57.755 --> 00:52:59.177
But I think that's awesome.
00:52:59.197 --> 00:52:59.858
And now here's the other
00:52:59.878 --> 00:53:00.500
half of the wager.
00:53:00.940 --> 00:53:03.704
Ellie, what happens if he loses?
00:53:03.744 --> 00:53:04.166
What do we get?
00:53:05.385 --> 00:53:08.789
we get a free consultation
00:53:08.829 --> 00:53:12.231
session with you or like a, just maybe.
00:53:12.251 --> 00:53:12.992
Okay.
00:53:14.213 --> 00:53:15.054
Well still,
00:53:15.295 --> 00:53:17.277
I think that would be a value
00:53:17.317 --> 00:53:19.278
to us or maybe a promise to
00:53:19.298 --> 00:53:20.480
get us in a publication.
00:53:20.500 --> 00:53:20.579
Yeah.
00:53:20.740 --> 00:53:21.661
An intro to a,
00:53:21.722 --> 00:53:23.023
someone who runs an editorial down here.
00:53:23.103 --> 00:53:23.322
Yeah.
00:53:23.382 --> 00:53:23.583
Right.
00:53:23.864 --> 00:53:23.943
Um,
00:53:25.338 --> 00:53:26.820
We know a lot of the people, but honestly,
00:53:26.840 --> 00:53:27.400
sometimes we just don't
00:53:27.420 --> 00:53:28.721
take the time to actually reach out,
00:53:28.780 --> 00:53:29.400
if that makes sense.
00:53:29.641 --> 00:53:30.342
Sometimes we're like doing a
00:53:30.382 --> 00:53:31.282
gazillion things and
00:53:31.322 --> 00:53:32.103
sometimes someone in your
00:53:32.123 --> 00:53:33.143
shoes is going to be quick.
00:53:33.443 --> 00:53:34.525
Text message them to us.
00:53:35.125 --> 00:53:37.005
Be like, hey, this is a great story.
00:53:37.385 --> 00:53:37.947
You're building this
00:53:37.967 --> 00:53:39.067
platform that's got such
00:53:39.106 --> 00:53:40.547
potential to make such
00:53:40.608 --> 00:53:41.929
major impact to help people
00:53:41.969 --> 00:53:42.710
communicate better.
00:53:43.150 --> 00:53:44.130
It eliminates so much
00:53:44.210 --> 00:53:45.510
friction and there's real
00:53:45.530 --> 00:53:47.391
success stories on social
00:53:47.411 --> 00:53:48.353
media like LinkedIn.
00:53:49.172 --> 00:53:49.853
And, you know,
00:53:49.873 --> 00:53:50.713
I think you should do an
00:53:50.753 --> 00:53:52.695
interview around the founder,
00:53:52.735 --> 00:53:53.235
for example.
00:53:53.896 --> 00:53:54.936
You know, something along those lines.
00:53:55.233 --> 00:53:55.693
There's no problem.
00:53:55.713 --> 00:53:56.713
Do you have a press kit already?
00:53:57.014 --> 00:53:57.255
Oh, yeah.
00:53:57.275 --> 00:53:57.594
All right.
00:53:57.735 --> 00:53:58.074
We've done it.
00:53:58.315 --> 00:53:59.096
I just need a press kit.
00:53:59.496 --> 00:53:59.896
Okay.
00:54:00.838 --> 00:54:01.358
Sounds good.
00:54:01.438 --> 00:54:01.757
All right.
00:54:01.778 --> 00:54:01.998
Deal.
00:54:02.358 --> 00:54:02.898
That's a deal.
00:54:02.918 --> 00:54:03.199
Yes, sir.
00:54:03.219 --> 00:54:03.880
We got a deal.
00:54:04.460 --> 00:54:05.061
Yes, ma'am.
00:54:05.081 --> 00:54:05.621
Okay.
00:54:05.661 --> 00:54:07.143
So for everybody listening out there,
00:54:07.202 --> 00:54:08.264
if they want to get in touch with you,
00:54:08.304 --> 00:54:08.583
of course,
00:54:08.603 --> 00:54:09.324
they can reach out to you
00:54:09.344 --> 00:54:10.146
directly on OWL.
00:54:10.666 --> 00:54:11.847
His social profiles are
00:54:11.887 --> 00:54:12.648
listed there as well.
00:54:12.688 --> 00:54:14.048
But what are some of your social profiles?
00:54:14.228 --> 00:54:15.090
So that way everyone out
00:54:15.110 --> 00:54:16.831
there can go ahead and connect with you.
00:54:16.971 --> 00:54:17.472
Or website.
00:54:17.512 --> 00:54:17.851
Yeah, man.
00:54:18.362 --> 00:54:21.365
Website omnipublic.global or
00:54:22.726 --> 00:54:25.471
the most active base I have is Instagram.
00:54:25.871 --> 00:54:28.253
So you can shoot me a DM on IG.
00:54:28.954 --> 00:54:30.757
And also the other most
00:54:30.936 --> 00:54:32.518
active platform is LinkedIn.
00:54:32.759 --> 00:54:33.981
So feel free to reach out.
00:54:34.021 --> 00:54:36.623
Cesar R. Hernandez on LinkedIn.
00:54:37.025 --> 00:54:37.704
So we're going to change
00:54:37.744 --> 00:54:38.465
that because his most
00:54:38.606 --> 00:54:39.965
active platform is going to be owl,
00:54:39.985 --> 00:54:40.306
of course,
00:54:40.346 --> 00:54:41.387
because he's always driving
00:54:41.427 --> 00:54:42.887
from Tampa down to South Florida.
00:54:43.306 --> 00:54:43.987
He's been in the car,
00:54:44.007 --> 00:54:44.967
he's in the car for three,
00:54:45.007 --> 00:54:46.088
four hours at a time.
00:54:46.148 --> 00:54:46.429
It's like,
00:54:46.829 --> 00:54:47.969
what do you currently do in all
00:54:47.989 --> 00:54:48.409
seriousness?
00:54:48.469 --> 00:54:49.349
What do you do in those three,
00:54:49.369 --> 00:54:50.050
four hour drives?
00:54:51.791 --> 00:54:53.411
So you listen to podcasts.
00:54:54.052 --> 00:54:56.271
I listen to podcasts.
00:54:56.873 --> 00:54:57.512
I, um,
00:54:58.353 --> 00:54:59.753
I also go back and listen to my
00:54:59.813 --> 00:55:02.175
clients on podcasts and how they do.
00:55:02.375 --> 00:55:02.675
Right.
00:55:03.590 --> 00:55:04.992
Like on the way down here,
00:55:05.012 --> 00:55:05.911
one of our clients, Eric,
00:55:05.992 --> 00:55:07.431
was on with Gary Cardone.
00:55:07.472 --> 00:55:08.253
So I was just listening for
00:55:08.293 --> 00:55:09.353
that hour podcast,
00:55:09.753 --> 00:55:11.293
listening to podcasters
00:55:11.353 --> 00:55:13.134
that I want a relationship with.
00:55:13.373 --> 00:55:13.675
Right.
00:55:14.255 --> 00:55:15.735
Looking at their styles.
00:55:15.835 --> 00:55:15.994
Like,
00:55:16.034 --> 00:55:18.496
I think the best in the game for me
00:55:18.596 --> 00:55:19.876
right now is Andrew Schultz
00:55:19.896 --> 00:55:20.697
from Andrew Schultz.
00:55:20.757 --> 00:55:22.257
I think he's the best in
00:55:22.577 --> 00:55:23.717
interviewing style.
00:55:24.518 --> 00:55:26.278
And he's probably going to be.
00:55:27.239 --> 00:55:27.739
My opinion,
00:55:27.760 --> 00:55:28.579
he's going to probably be
00:55:28.619 --> 00:55:30.242
bigger than Joe Rogan at some point,
00:55:30.661 --> 00:55:31.523
just the way that he's
00:55:31.663 --> 00:55:33.204
carrying himself and what he's doing.
00:55:34.425 --> 00:55:36.568
And so I'm intrigued in media.
00:55:36.628 --> 00:55:37.608
So I'm always looking at new
00:55:37.648 --> 00:55:39.230
media versus legacy media.
00:55:39.670 --> 00:55:40.911
And I'm always trying to
00:55:41.893 --> 00:55:42.713
just educate myself.
00:55:42.773 --> 00:55:43.353
So it's interesting you
00:55:43.373 --> 00:55:44.835
bring up that that's what you in the car,
00:55:44.856 --> 00:55:45.757
because I would always do
00:55:45.797 --> 00:55:46.838
that in my car rides.
00:55:47.237 --> 00:55:49.159
And eventually I'd get to my office.
00:55:49.918 --> 00:55:51.858
After listening to like a podcast for 30,
00:55:51.858 --> 00:55:52.079
40 minutes,
00:55:52.119 --> 00:55:52.719
I want to call the other
00:55:52.739 --> 00:55:53.398
person on the other end.
00:55:53.418 --> 00:55:55.059
I'm like, I got to call this individual.
00:55:55.179 --> 00:55:55.579
And I was like,
00:55:55.619 --> 00:55:56.219
I can't get through to them.
00:55:56.639 --> 00:55:58.840
I DM them, I message them and nothing,
00:55:59.360 --> 00:55:59.501
right?
00:55:59.561 --> 00:56:00.280
Or I'd want them to even
00:56:00.320 --> 00:56:01.242
come on my podcast.
00:56:01.262 --> 00:56:01.641
But it's like,
00:56:02.101 --> 00:56:03.643
there's some turbulence when
00:56:03.663 --> 00:56:04.882
you have a decent size following.
00:56:05.143 --> 00:56:05.882
They get so many darn
00:56:05.902 --> 00:56:07.324
messages and they can't
00:56:07.344 --> 00:56:09.583
determine who I am versus
00:56:09.603 --> 00:56:10.525
the next person over.
00:56:11.164 --> 00:56:12.304
And I'm sitting there like, hey,
00:56:12.344 --> 00:56:14.085
this person would be a perfect fit to...
00:56:14.646 --> 00:56:15.606
connect with us over at the
00:56:15.646 --> 00:56:16.807
Florida Atlantic university
00:56:16.847 --> 00:56:18.250
and come into the shrimp tank, meet,
00:56:18.889 --> 00:56:19.130
you know,
00:56:19.190 --> 00:56:20.532
the local entrepreneurs over the
00:56:20.552 --> 00:56:21.693
FAU tech runway.
00:56:21.713 --> 00:56:22.353
And I'm sitting here like,
00:56:22.393 --> 00:56:23.514
they won't even answer my DM.
00:56:23.534 --> 00:56:24.074
And I just listened to the
00:56:24.094 --> 00:56:24.996
whole show for an hour.
00:56:25.016 --> 00:56:26.456
I'm like, there's gotta be a better way.
00:56:26.956 --> 00:56:28.818
If that individual in Alpaca said, Hey,
00:56:29.018 --> 00:56:30.159
you could call me for 50
00:56:30.159 --> 00:56:31.041
bucks for 10 minutes.
00:56:31.081 --> 00:56:31.581
They instantly.
00:56:31.601 --> 00:56:32.541
There is a better way now.
00:56:32.581 --> 00:56:33.182
Yeah, there is.
00:56:33.463 --> 00:56:35.005
So actually that's why I was invented.
00:56:35.244 --> 00:56:35.445
I mean,
00:56:35.465 --> 00:56:36.806
being a podcaster all the time in the car,
00:56:36.846 --> 00:56:37.106
I'm like,
00:56:37.606 --> 00:56:38.568
there's gotta be a better way to
00:56:38.608 --> 00:56:40.489
just freaking get through to people and
00:56:41.090 --> 00:56:42.911
and uh just open up you know
00:56:42.971 --> 00:56:44.090
just the lines with one
00:56:44.150 --> 00:56:45.032
another so that way if
00:56:45.072 --> 00:56:45.751
you're in the car day in
00:56:45.771 --> 00:56:46.731
the morning I'm in the car
00:56:46.751 --> 00:56:47.813
in the morning sometimes
00:56:47.833 --> 00:56:48.813
we're just going to about
00:56:48.833 --> 00:56:49.873
business there's nothing to
00:56:49.893 --> 00:56:50.713
the money just knowing that
00:56:51.054 --> 00:56:51.574
we're having to be in the
00:56:51.594 --> 00:56:52.494
car together at the same
00:56:52.514 --> 00:56:53.855
exact time and that's what
00:56:53.875 --> 00:56:54.795
happens on how you just
00:56:55.074 --> 00:56:56.496
forge meaningful relationships
00:56:57.135 --> 00:56:58.076
by connecting with people
00:56:58.315 --> 00:56:58.697
and you're going to,
00:56:58.717 --> 00:56:59.476
you're going to be awesome
00:56:59.496 --> 00:57:00.177
at it because you're,
00:57:00.237 --> 00:57:00.836
you're always in the car
00:57:00.856 --> 00:57:02.637
driving and you know,
00:57:02.697 --> 00:57:03.777
it's like a no brainer.
00:57:03.898 --> 00:57:04.298
It's like, Hey,
00:57:04.318 --> 00:57:05.099
I see these individuals
00:57:05.119 --> 00:57:06.818
like Chella online and you're like,
00:57:06.858 --> 00:57:07.420
let me call her.
00:57:07.699 --> 00:57:10.121
She's a dollar, $5, whatever it might be.
00:57:10.141 --> 00:57:11.721
So it just opens up opportunities.
00:57:12.181 --> 00:57:13.282
You know what to do with opportunities.
00:57:13.322 --> 00:57:14.081
Of course, some people,
00:57:14.202 --> 00:57:15.682
unfortunately they call it
00:57:15.722 --> 00:57:17.103
a call and they don't, they don't really,
00:57:17.402 --> 00:57:18.764
you know, see around the corner with,
00:57:18.923 --> 00:57:20.344
with a call to action or a
00:57:20.384 --> 00:57:21.204
way to collaborate.
00:57:21.465 --> 00:57:22.565
And you, of course, you know,
00:57:23.358 --> 00:57:23.539
you know,
00:57:23.559 --> 00:57:24.559
know how to collaborate with folks.
00:57:24.760 --> 00:57:25.599
That's what you do for a business.
00:57:25.619 --> 00:57:26.360
Well, thank you, Cesar,
00:57:27.041 --> 00:57:27.882
coming out here on the owl
00:57:27.922 --> 00:57:29.402
podcast and everybody listening in.
00:57:29.443 --> 00:57:31.503
We'll be back next Wednesday
00:57:31.543 --> 00:57:33.324
or Thursday back live on the show.
00:57:33.364 --> 00:57:34.286
So just follow our Instagram
00:57:34.306 --> 00:57:35.085
account at owl app.
00:57:35.405 --> 00:57:36.286
We'll post our next guest.
00:57:36.467 --> 00:57:36.726
Take care.
00:57:37.827 --> 00:57:38.128
Thank you.