December 17, 2024 • 50 mins
On today's episode of Hustle and Flowchart, I sat down with Helen Christoni, an expert in reverse osmosis (RO) water filtration and marketing. We delved deep into the dangers of tap water and the necessity of clean water and the effectiveness of RO systems. The episode covered important topics like how these systems work, why they are essential for health, especially for children, and the role of social media in spreading this crucial information. Our conversation also brought to light the entrepreneurial aspects of scaling a business rooted in wellness technology.
Water Filtration Methods
Helen explained the difference in taste and quality between regular single filters and advanced reverse osmosis (RO) systems. RO systems like AquaTru use a four-stage filtration process to remove harmful contaminants such as forever chemicals, drug residues, and antibiotics. While many commercial bottle filling stations only address chlorine and lead, AquaTru tackles a wide range of pollutants.
Importance of Changing Filters
Changing filters regularly in fridges and pitchers is crucial to avoid contamination. Neglecting this can result in more harm than good. Helen emphasized that even the best filters lose effectiveness over time, and timely replacements are necessary for maintaining water quality.
AquaTru’s Mission and Products
Helen Christoni highlighted that AquaTru is the first patented countertop RO system designed specifically for families. The company just released AquaTru Pro for enterprise settings, equipped with certified bottle filling stations. These products aim to provide pure water, free of contaminants, for homes and businesses.
Effective Filtration for Children
We also talked about the importance of water filtration for children, advocating for heightened awareness about environmental toxins. By incorporating high-quality water filtration systems at home, parents can significantly reduce their kids’ exposure to harmful chemicals.
Utilizing the Environmental Working Group (EWG) Website
Helen suggested checking local water contaminants using the Environmental Working Group (EWG) website. This resource allows people to see what's in their tap water, giving them informed reasons to invest in quality water purification systems.
Social Media and Marketing Strategies
Helen stresses the pivotal role of social media in making complex scientific information relatable. Platforms like TikTok allow for shareable, bite-sized content that people can easily engage with. Instead of long-form content like webinars, focused, engaging videos spread the message of water purification more effectively.
Partnering for Impact
Strong partnerships and authentic connections are crucial for AquaTru’s business. Helen prefers genuine relationships over large-scale, impersonal campaigns. Success in their affiliate programs comes from having a small group of dedicated partners who share the company's mission and create genuine content.
Addressing Water Contaminants
Helen shared her personal “aha moment” when she discovered several cancer-causing contaminants in her local water. This led to broader discussions about the limitations of boiling water and the persistence of chemicals like Chromium 6 and fluoride. AquaTru's certified to remove 84 contaminants, including microplastics, offers a solution to these health hazards.
Personal Health Stories and Motivation
Helen’s journey from the beauty industry to wellness was fueled by a personal health crisis—severe osteoporosis due to early menopause. This experience reshaped her approach to...
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Did you know that the water that you'redrinking every single day, getting piped
(00:03):
into your house, or maybe you're fillingup somewhere, it could be affecting your
health in ways that you won't like, butwe're going to talk about it because
there's something you can do about it.
This is why I brought inHelen Christoni onto the show.
She's a trailblazer in wellness tech.
She's been doing it for a very long time.
Uh, she's going to talk about the hiddendangers that we have in our water supply,
(00:25):
the things that you could do about it,the stuff that you could change right now
after listening and go research yourself.
Uh, she also talks about theups and downs of her own journey
and how she got to this point.
And the cool thing, because alot of us are entrepreneurs.
We're doing marketing and sales.
She actually heads up thepromotional efforts for ideal living.
That's the company she works with andyou know, all the products they have,
(00:48):
like Aqua Tru and air doctor, all thedifferent things that help filter and
purify the air and water around us.
She talks about how she has thousands ofpromotional partners and the marketing
strategy she's doing to promotethings and to get the word out there.
And it's something that you could swipe.
(01:08):
So there's, there's a little marketingbusiness and sales mixed in with this
crucial information you got to know aboutthe water in the air and what we're doing
in our houses to keep ourselves safe.
So, Helen, Christoni's here beforeyou get into the episode, hit pause,
go to a browser, really fast type.
In hustle andflowchart.com/clone C L O N E.
(01:30):
What that is, is a digital mind.
It's an AI digital mind thatI built using delphi.ai.
This platform, I'm an advisorof, and I love it been using
it for a couple of years.
This thing has 600 episodes fromthe podcast here, along with
YouTube videos, blog posts, emails,trainings, all inside of this
platform that you could use for free.
(01:52):
You could chat with it.
You can talk with it with audio.
And you can even use videoto FaceTime me and it's me.
So it's AI, Joe.
If you go to hustle andflowchart.com/clone, you
could use it for free.
You'll love it.
I'm curious at what you do about it.
Uh, and learn, but for now,let's go listen to Helen
and, uh, we'll see you there.
(02:14):
Are you ever in those moments whereyou're asked at a party or something,
Hey, what is it that you do as abusiness owner or as a marketer?
Let's say.
Uh, are you, do you describe the,have to generate a bunch of leads or
create content, gather information,analyze data, things like that.
Uh, you probably wouldn't want to becauseyou'd be like, oh, what is it that I do?
(02:35):
I'm kind of spread too thin.
I know a lot of us are who are runningbusinesses or marketing campaigns.
That's why HubSpot has a better way.
And they have a collection of AI toolsthat you can actually take advantage of.
They're called Breeze.
And it has a bunch of featureslike content remixing.
It's basically turning one piece ofcontent into a bunch of different assets.
(02:58):
Helps you pinpoint prospectsthat you follow up with level
up campaigns with tracking.
Uh, analytics KPIs along.
Everything that they showin their new suite there.
And at the end of the day, we'llbe able to describe to other
people, let alone yourself.
What is it that you actually do?
For your job or business.
So go check this out.
(03:18):
Go visit hubspot.com/marketers.
That's with an S at the end.
To learn more again, visithubspot.com/marketers to learn more.
we're going Helen right here.
I appreciate you for taking thetime with me and you're busy, busy
doing these kinds of things, livesand all the social stuff, right?
Yeah.
Yeah.
Hi Joe.
So nice to be here.
(03:39):
Yeah.
And so I've heard a lot about you fromour mutual friend, uh, Angela Hartman.
She's awesome.
And I'd say she more behind thescenes of a lot of, uh, a lot of
people have been on the show too.
So, um, gotta give her bigthanks and what you're doing.
So this is the first timewe've met, but like, I've
definitely heard a lot about you.
(04:00):
I'm using one of yourproducts, uh, AquaTru, which.
We'll talk about waterand why that matters.
Um, I also have a client, Dr.
Savage, who's big into longevityand always talks about microplastics
forever, chemicals, all that stuff.
That's basically everywherewhere we live in.
So definitely we'll be talking aboutthat with you, but really I want
(04:20):
to go back and like hear how yougot to this point of essentially.
Doing some really cool marketing,you know, for a good cause.
I feel like, so we're going to learna lot strategy, but also wellness and
making sure that, you know, we're doingthe right stuff, but I had to get here.
Like what was, I hadto get it all started.
Oh, gosh, you know, I mean, Ithink like how it really got
(04:43):
started is, um, I started workingadvertising about 25 years ago.
And, uh, and I was just kind of thisin this crazy advertising circuit,
which for those of you who worked inadvertising, you know, it's long days
and longer days, you know, so, um,and I just wanted to come client side.
And so.
So I took a job at IdealLiving, where I work now.
(05:05):
He's the parent company ofboth Air Doctor and AquaTrue.
And I was working with thefounder in product development.
And so I went from advertisingto product development.
And I worked with IdealLiving for about 10 years.
And, um, and that's when theywere like starting to get into
the air purification stuff.
And, but I was really obsessed at thattime in my life in the beauty business.
(05:29):
And so with the full support of, youknow, the founder at Ideal Living, I
embarked on this beauty business career.
And I, as a result of that, I becamekind of a I guess, I mean, somewhat of
an expert on, um, licensing, influencermarketing, you know, um, personality
(05:50):
driven branding, that sort of stuff,all those things on beauty, the
overdrawn eyebrows, you know, so thatwas kind of my, I, I was responsible
for a lot of that for a long time.
And, um, then I personally got, um,I had like a health crisis, you know?
So I was in my early fortiesand, um, I'm an avid athlete.
(06:12):
I'm an ultra marathoner.
Like I do all these crazy things and, um,my body, my body started breaking and so I
broke my pelvis and then four months laterI broke the other side, my other pelvis.
And a couple of weeks later, um,
from running or any,
So it's, I had severe osteoporosis.
(06:33):
I was menopausal in my early forties.
I was diagnosed with severe osteoporosis.
And I had to really takea look at my lifestyle.
And I was like the non fat, youknow, double sugar free pump girl.
You know what I mean?
And all those things.
And I was like, you know,everything was no fat.
Everything was low, no sugar.
(06:55):
Everything was no carb, and I was inthis industry where I was basically like
mainlining chemicals all day because Iwas in the beauty business, and so we'd
have fragrance parties, and so I wasin a very toxic environment, and I had
reached out to Peter, who's the founderof Ideal Living, who's a mentor of mine.
And he was like you gotta purify yourwater and you gotta purify your air and
(07:18):
also in conjunction I changed my dietcompletely I'm an all fat girl now.
Give me all the sugar all the fat,you know You know what I mean?
Like all the dairy like give it to me.
Avocados, everything.
Yeah.
Yes, and so I I was a little disillusionedin beauty and I had this health crisis and
then I came back and I started consulting,you know here at ideal living and And
(07:42):
while I was here and I was learning aboutthese products, like the science behind
Air Doctor and Aquatru, um, I felt verykind of motivated for the company to
start talking about them on social media.
So that is kind of how this all started.
You know, I took all that beauty,social media, you know, influencer
(08:03):
marketing know how and I appliedit to wellness tech here.
Got it.
That's okay.
That's really cool.
So yeah.
Now I see why you didkind of like started here.
Yeah.
The whole round Robin and yeah.
It's so interesting.
Like the beauty space.
It's just what laid in with chemicalsand I mean, my wife was getting her
nails done literally last night and Iwalked by and it's poked my head and I'm
(08:27):
like, I instant headache, like not good.
And I was telling him, she's like, Ididn't get the, you know, there was
someone getting acrylics or whatever.
I'm just like, that's horrible.
Just like instinct.
Yeah, it's horrible.
So.
Um, but that stuff I knowis around us everywhere.
And so I want to get to that.
And specifically, I want to dig into waterbecause you gave, you shared a resource
that when I was doing some sleuthing onyou, uh, and then I looked up the water
(08:51):
quality in my area and it's frightening.
I think that's the case everywhere.
I'm going to just let that sitfor a moment though, because I
want to talk about that shortly.
I want to hear about the, um, so thesocial commerce and like, so the stuff
you learned in the beauty space or justexperimented with for a ton of time
and how that's been taken over here.
(09:11):
I guess like, define what that is.
Social commerce, influencer marketingand, and, then want to hear your style.
So, I mean, it looked like itwas kind of a juxtaposition.
You know, in the beauty space,they do a lot of pay to play.
You know, you hire influencers totalk about your product, you give them
some things to say, and they do it.
Um, that is very far from what we dohere and what we've done here in our
(09:33):
social commerce business at Ideal Living.
And, um, when I had this idea aboutlike, hey, we have to be social, you
know, um, Ownership here, the CEO waslike, yeah, but we're not doing pay to
play, you know, that's off the tablebecause they're a very results driven
company and we wanted to make sure thateverything was done kind of on a, on a
(09:55):
CPA basis and on a rev share capacity.
And, you know, at that time, and thisis like six years ago, people weren't
moving products that were several hundreddollars on an Instagram swipe or, you
know, TikTok wasn't even around then.
And so moving that price pointand having it be a rev share.
Was a challenge, you know?
And so I think when people talk aboutsocial commerce and that's using people,
(10:18):
brand ambassadors, you know, to go outand talk about your products and share
them with their followers, they oftenforget like one of the key components.
And that's the social media piece,you know, because social commerce
goes hand in hand with social media.
And if you aren't tying the two together,that's kind of where, like everybody
(10:40):
wants to be in the social commerce spaceand have a bunch of people out there
promoting their products that honestlylove it and doing all the things like,
um, easy to say, really hard to do.
And, um, the foundational building blocksof building a strong social commerce.
strategy starts with your own socialcontent and really kind of building a me
(11:04):
too moment, you know, that people can thenlike talking about your products, how you
want people to talk about your products,educating on your products, how you want
people to educate on your products, andreally having that honest dialogue about
You know, like pulling the curtains back,um, when you're looking at your social
media strategy is really important.
(11:26):
And that is key before youask somebody else to do it.
Like, you know, you have to haveyour own house in order, you know?
So, um, it's, it's interesting that peopletry to skip the social content piece.
And so when I started this here, youknow, I was like we gotta be on social
media and we have to do all the things.
(11:46):
And I never in a millionyears thought that.
We'd be here today, you know,
Doing all the social stuff
I Mean we have thousands of partners,you know and we have a beautiful network
and a beautiful community of partnersthat we've built this together with and
so, you know, I was really passionateabout Breaking into wellness because I
(12:08):
personally was over the beauty business.
And so I was very driven on itMaking this a success story.
And so I I personally was shootingthe content with my iPhone in my house
Mm hmm.
You know like overseeing the graphicslike making sure the messaging was
(12:30):
Understandable, you know to our audienceand I think that that's one of our
sweet spots at our company You know,we're talking about really important
scientific stuff and we're able to Inthe social environment to really speak
about it in a relatable way Where peoplecan understand what we're actually
(12:50):
talking about because on social medianobody like has time To like dig in to a
phthalate and what that really means andwhy it's bad for you, you know, so You
know taking you know making it in nicelittle sound bites for for the customer
to like digest is really important You
(13:10):
And that's that's the world we're in.
That's why I'm kind of chucklingover here because yeah, not most of
us are, you know, we're not readingessays about all the different
contaminants that we're drinking orbreathing or whatever it might be.
Yeah.
Yeah.
And now you have Tik TOK orall these other like little
reels that like, Oh, whoa.
And then it's obviouslyshareable, but yeah.
Have you seen that been like, that's,it sounds like that's probably part of
(13:32):
the strategy or like, Hey, if someone'swrapping their story into it, it sounds
like that's what you're looking for.
And really that's just great social media.
If you're going to sellanything at the end of the
Yeah, and it's interesting thatyou're talking about like, you
know, the essays and I mean that'sreally like the, the Also, it's very
foundational for our company here.
Like we started with, um, kickstarters,long form email series, webinars, you
(13:58):
know, all of these things where we reallydug in to the details, to the science.
And all of our products hereare, um, third party validated.
We are really science geeks in our likeDNA and we're passionate about the truth.
And so, but you know, when having thatfoundation and then, and then, you
(14:19):
know, taking it into talking pointsfrom there was really, really helpful.
And, you know, when I was going out and Iwas starting to, I just really was like,
who should our brands be friends with, youknow, and I followed and I looked at how
people talk to their, to their, you know,their groups and like, did they really
(14:42):
have a relationship with people, you know,A lot of people think that they could
just go in a SaaS tool and check, check,check and go out there in the world.
That's not how this business was born.
This business was really born by,like, making friends with people
and just being like, Look, like, I'mgoing to send you this product and
if you like it, I'll send you a link.
if you don't breathe some, you know,breathe some great air and drink some pure
(15:06):
water, you know, that's how it started.
There was no, you know, there wasno big like program back then.
And so we've really, you know, um,and then one thing I think that's
super important to us is we, westarted with just a handful of people
and we held their hands, you know,
(15:27):
I was going to ask about that.
Like the early day, cause I've dealtwith, I've run affiliate programs.
I've been an affiliate for a lot,a lot of years and various ways.
And I think that's the best partis like this grassroots, like,
Hey, you have access to us becausewe chose you to basically, you
know, work with us as a partner.
And that's how I've always seen it.
Yeah, I mean, you know, I always talkabout like social influencer one and
(15:50):
two, and I'm not going to name them.
And they're so dear to my heart and theycouldn't be like, you know, they're,
they're so different from one another.
And, and, you know, one of them is aMD and she was so like, I mean, I ha I
would put, you know, calls together withher and the engineers, she literally
devoured all of our science and
(16:12):
We like walked down this path togetherand we learned as we went, because like
I said, no one was moving, you know,a 600 item on a swipe at that time.
And I was, you know, even me,I was like, Ooh, there's one
thing about selling a mascara.
There's another thing aboutselling, selling, selling a health
tech product through an IG swipe.
And as we started to see success, I lostmy fear of that price point, you know,
(16:37):
and, and so I, I myself had to get overmy, myself, you know, like the pay to play
in my head and I had to just go right outthere and say, we'll send you an affiliate
link and, and get out of my own way.
Mm hmm.
Hmm.
Yeah,
(16:57):
to just be, you know, this is our program.
This is what we can do.
And, and also say no, you know.
that's sometimes the hardest thingbecause you don't want every affiliate
and that's, that was one of the thingsI learned very early on is like a small
group of really tight, you know, theyknow the mission, they know the story,
(17:18):
they're actually living that as well.
And their own variationmakes for just perfect.
I don't even want to say media or content.
It makes for great connections,like the best with your audience.
And.
Literally, there's no like scriptingthat you just flip on the camera
and start talking about your lifeand the cool stuff you're using.
and it's educational, right?
(17:38):
Like, I think that our main missionhere is that everyone has the
right to pure air and clean water.
And so, you know, educating on thatis really our, our number one value.
And that we, that's the value wetry to provide to that end customer.
And then our products are going tohave an impact on their life, you know?
So, this And what happens is if you getlike a group that's really, really kind
(18:04):
of with aligned mission and focus, then,you know, there's the ripple effect.
And you go like, we, we startedwith, um, naturopathic doctors,
doctors, you know, people that arejust really wellness advocates.
And then that, that extendedto mom, you know, and then with
moms, Like, that was bananas.
(18:27):
Like, we won with moms.
I mean, it was like, it wasthat, you know, moms are magic.
Mom makes, moms make themagic happen, you know.
And so, and as a mom myself, youknow, it's, it's beautiful to see air
purification and water purification goinginto households across the world now.
(18:48):
And, um, and I'm just veryproud to be a part of that.
That's awesome.
And there's a, as you were talking aboutthat, and I totally agree with moms, are
basically run, especially the health, butreally everything in the house and life.
I mean, my wife, she sends mestuff on Instagram all the time.
I'm not on Instagram much, butI sure as heck learn a ton.
(19:10):
And, you know, it's usuallyabout parenting or health
and all the above, you know.
And, um, Yeah, it keeps us in order.
So thank you moms, including yourself.
And what I was thinking about is that youwere describing that back to that client.
I have, uh, his name is Dr.
Savage.
I don't know if you got to connect withhim, but like when there was something,
(19:30):
you know, Angela back to Angela, shehelped me out with some stuff, uh, with
PR and what I'm doing over there with Dr.
Savage.
And they basically realized, Oh, Dr.
Savage has beenrecommending your products.
Ideal livings products for.
A ton of time just because he,they're great and, you know, he's,
he's very concerned about the whole,just all the contaminants around us.
(19:51):
So just that alone, you know, just speaksthat when you have a really good product,
you have the mission, the science isbacking it in your case or whatever
credibility you need for your product,
it, it becomes like ano brainer, you know?
yeah, I think there's that part of it,which is kind of like the front, the front
view, you know, that we have all thesegreat people and, um, they're continuing
(20:14):
and we have this relationship with them.
But like, how do youmaintain those relationships?
And also when you're, when you encountertremendous growth, you know, so it's the
ability to support that infrastructure.
That's really important,like you have to pay people.
You need to track their sales.
You need to understandwhat's working, what's not.
(20:34):
You need to make sure everything works andas you grow that things continue to work.
And as tech evolves and allthis stuff happens, you need
to be next and stay next.
And so that commitment Being a goodbusiness partner is, um, is very
important in the operational standpoint.
(20:55):
And so I think, um, like for me, I'mnot like a highly Um, like technical
as it relates to platforms and, andthat sort of thing and making sure
that, um, I'm surrounded by the rightpeople that understand what's next
and like how, you know, AI is goingto affect social commerce and all
(21:18):
these things that are coming up that,you know, that might not be my thing.
tea.
I'm really great at connectingwith people and, and talking about
cleaner and clean water and whythey should have it, you know.
Um, but when it comes to thatinfrastructure, that's really
key for success because when thatbreaks, um, it's, it's really hard
(21:38):
to, to overcome something like that.
Oh, yeah.
And, uh, yeah, there's some, there'ssome tech we've actually been
scheming on, uh, behind the scenes.
I don't know if you're aware of thatyet, but Angela, me with some AI.
So we'll talk about that later though.
I'm going to pause this reallyfast, to shout out another
podcast to put on your radar.
This one's called AugMentors.
It's hosted by JulieMeyer in Jimmy Edgerton.
(22:00):
And it's brought to you on theHubSpot podcast network, audio
destination for business professionals.
And this show is perfect for anybodyin the mentorship or mentoring
space and leadership development.
So if that's your realm, these two arethe ones to follow over at augmented.
They have great guests, they keep itfunny and they get into details that
(22:22):
actually help you get further, faster.
So go listen to AugMentorswherever you get your podcasts.
Hey, have you ever thought about cloningyourself and not the physical form
of you, but using AI to clone you?
And the expertise that you have, thestuff that you already publish online.
Can now be enhanced and making youaccessible infinitely at all times 24/7.
(22:47):
That's what I've done with mybrand and the Joe Fier clone that
you probably used a shouted itout at the top of the episode.
It has 600 plus episodes, podcastepisodes inside of their YouTube
videos, blog posts and all that stuff.
And people can now interact with it.
People can you.
I can generate new leads that way.
I use it for customer service andI book calls for consultations.
(23:09):
And there's so many ways to monetize.
And scale what I'm already doing, butvia my clone, it's really, really cool.
You can do the same.
You can clone yourself and scaleyour expertise infinitely right now.
So if you use the code hustle atcheckout, Uh, you can actually get
50% off your first month of Delphi.
(23:30):
That's the platform thatI use is Delphi dot.
AI, but the URL to go to, to gocapture this deal is hustle and
flowchart.com/delphi, D E L P H.
I.
And make sure you're using the codehustle at checkout to get that 50% off.
And I just wanted to shoutit out there as well.
(23:51):
Is.
My team and I build a lot of theseclones for our clients, our partners.
And they're, it's interesting.
It's really cool.
We've done like 50 plus clones or so.
So if you want us to actually justhandle it for you, because some people
don't want to do the setup, the testingand the integration to launch fast.
You can just head over.
There's a little quick form that we made.
(24:12):
If you want to fill that out, wecould still hook you up on the
sweet deal, but it's a hustleand a flowchart.com/delphi maker.
That's D E L P H I M a K E R.
And if you go there, it's a quick form.
And once you fill it out, basicallylets us know about your business.
I can let you know about the cool dealsthat we have and how we were to get
(24:36):
your clone up and live really fast.
So either way, go check out Delphi again.
The 50% off code is hustleand flowchart.com/delphi.
Use the code hustle, and if youwant us to do the help it's hustle
and flowchart.com/delphi maker.
All right, let's get back to the episode.
I was going to ask you, you saidyour favorite word is hustle.
(24:58):
And I'm curious about that.
And because I was going to wrap that backinto exactly what you were starting to
describe here is like, Hey, you startoff kind of like grassroots with any kind
of partner, influencer, Whoever referralpartner, um, and it is grassroots.
It feels like hustle, you know, it'sthe check ins it's like, I'm also a
connector type and it's very easy to justfeel like you're always in hustle mode.
(25:22):
I personally don't want to live in thehustle, but I've been there for a lot of
years, but that's where systems and, youknow, but tell me why you love hustle.
And, uh, maybe the transitionfrom a hustle point to more of
a, uh, I mean, I say a flow chartor, you know, systems kind of
I think, um, I personally,as a person, I'm that person.
(25:43):
You know, like, I hate to be bored.
When I actually first interviewed with theCEO of Ideal Living, like, 22 years ago,
um, He was like, what, but what bothersyou the word most about, you know, work?
And I was like, I hate to be bored.
I can't be bored.
And it's like a running joke.
Like, are you bored?
I know, you know, are you
(26:04):
Don't be bored.
are you bored, Helen?
And it's really funny.
It's a running joke around here,but you know, I am that kind
of triple type A personality.
I love to be busy all the time.
Um, it gets to the point though,even for those who are, people
that are like out there hustling.
Um, like I'm a builder.
I love to build things.
I love to stand things up.
(26:24):
I'm
So are you like the starter
of a lot of it?
And then, okay.
That makes sense.
Gotcha.
You know, it's, it's funny because Ialways talk about this, you know, when I
was in, in other industries and you know,I was calling on the Sephoras and you
know, Walmarts Like I love to sell in.
But then the sell through and goingup for line review and all that
(26:47):
stuff, I mean, I, it, I completelylose interest at that point.
So, it's the start up of somethingthat really gets me going.
And the beautiful thing aboutsocial commerce is it's always new.
You know,
point.
It's like a new partner or anew conversation happening.
Okay.
new platforms, new tech opportunities,um, new niches to talk to.
(27:11):
I mean, there's always something new.
So I really think I like found my lanein, in something that keeps me inspired
and ready to go to work every day.
And, um, but also it's very like whenyou're, when you're working for, um,
Like you can go to work and you canhustle and you know, you can, you
can achieve the success and grow theteams, but when it's mission driven and
(27:35):
you're actually having an impact on thewellness and lives of families, then
that work takes on a whole new meaning.
And so I love to get out of bed every day.
And like today, like I was saying, likeI had a IG live and where I'm having this
podcast and then I'm doing a training,you know, I mean, I train partners.
(27:56):
Twice a month, youknow, I mean I am in it.
We don't miss a month.
Like I'm so dedicated to theeducation and and so, um, I don't
know like transitioning I think
Is important to think about that andcreate like a foundation of people
(28:17):
that um, That also have that hustle
and support you.
Like maybe there, causeI was thinking about it.
It's like, yeah, maybe youdon't need to, you don't need
to necessarily leave the hustle.
No one really should, if you'rewired like that, like lean into
it, but just make sure you don'tget sucked up doing that line.
Like the drawn out work,the sustaining stuff that
(28:40):
the support team that really, really, likemaking, identifying where and when you
need support is so important for growth.
Because if you're not really identifyingthe balls that you're dropping and
making sure that someone's picking them,like not one person can do everything.
Like, and we have a tremendouspartnership business.
We work with thousands of people.
It's all in house.
(29:02):
You know, everything is done internally.
And so because I'm, you know,I'm really having high touch
relationships is really important.
And, um, and making sure that, you know,I always make a joke that everybody
can get me on my phone and I'm notkidding, you know, so, you know, it's,
um, everybody really can, you know, andso, but like having creating a culture.
(29:25):
of that, you know, mission, purposedriven environment and people that
really understand the, the cadenceof our 24 hour world that we're in,
you know, is, is really important.
So I'm really, I'm really, I havesuch a tremendous team and, um,
(29:47):
it's like, you know, and we doso much great work with Angela.
I mean, she's one of them.
She's always bringing people,she's always connecting
Well, she's like you.
I'm sure.
I mean, I know she's tight.
Yeah.
She's just go, go.
She never stops either.
So similar.
Yes.
That's, that's great.
And that's the big thing is like foranyone listening, watching, definitely
like lean into your skills, if it'shustle, if it's not, whatever, but just,
(30:09):
just get support from systems, people.
Tools, whatever it is to justhave you lean into you more.
I think too, you know, likefor, for social commerce,
there is that flow chart part.
And, um, when you're building a program,it's really important that if you,
you have the big vision, that you havesomeone that can put the financial
(30:31):
metrics in place and the model in placeto understand, you know, kind of what
this is going to look for, look like foryour company as far as like margin goes
and, and scalability, that sort of stuff.
Because, That I, you know, when we,you know, first of all, the founders
of these companies of Ideal Living.
They're, you know, direct to consumer,direct response, you know, icons, and
(30:57):
so they're really measured for results.
So they held me very accountableto the bottom line right from the
beginning, and, um, and I livein what's my margin every day.
Like every day I'm saying,well, what's the margin?
What's the margin?
How does it affect the margin?
Like I don't stray from that.
So even though I'm not You know, um,I'm not building flowcharts over here.
(31:20):
I do understand the numbers and theeffect that it has on the bottom line.
And I'm pretty laser focused onmaking sure like we stay within our
guard rails, um, for the company.
Makes sense.
I mean, you got to have a KPIfor, and you're tracking that and.
Yeah.
Yeah, it's, I mean, if you'renot doing that, then it's, it's
(31:40):
not going to sustain period.
So, especially with the influencermarketing and all that, I mean,
it's very easy to bleed time, money,product, whatever it might be.
So absolutely.
Well, I want to talk about thewater side of things because that
fascinates me and also frightens thehell out of me, to be very honest.
So, you know, obviously AquaTru, andluckily I have one of those in my kitchen.
(32:04):
I'm literally obsessed.
I have like the one that's on mydesktop, or uh, what, countertop.
And I feel like I refill that thing every45 minutes or something, because everyone
in the house is just, pfft, pfft, pfft.
And it just like radically changesthe taste and all that stuff.
But that's not even whatI want to talk about.
I want to talk about like, what wasthe, I guess what was the aha moment or
(32:26):
the time where you're just like, holycrap, this is like this water thing.
Um, that are, that's coming intoour house, maybe even the bottle
water, just anything that we'reconsuming, maybe even showering with.
I don't know if that plays a part,but what was that moment for you?
And
My aha moment.
Like, I mean, I, I told you that I havethese health issues and you know, Peter,
(32:46):
the, the CEO here at Ideal Living waslike, you need to filter your water.
And so I was like, yeah, okay.
But then it was, it wasn't until thatI, I came and I actually started working
for the company and I went to ewg.
org.
And so we're going to, let'sdrop into this right now.
If you're not driving, go to ewg.
org on your phone andtype your zip code in.
It's on the top toolbar, likeright in the right, you can.
(33:09):
drop your zip code and you run yourwater report and when I ran my water
report and I live in La Crescenta, alittle mountain area here in Los Angeles,
it's own little water district and Ihad 13 contaminants that exceeded the
environmental working groups guidelinesand so and they all caused cancer.
(33:30):
And that.
I just pulled mine up too.
So there you go.
I'm in San Diego, so not much
so that was my, that was my aha moment.
And I, when I, and then my like, ahamoment number two was when I learned
that contaminants do not boil out.
(33:51):
And so, let's just sit there for aminute and understand what that means.
So as a parent and as a homemaker,when that really like, hit home
for me, that's what it means to me.
I was like, think about allthe mac and cheese you've made.
Think about all the pasta you've boiled.
Think about all the tea kettlesyou've put on for hot cocoa.
Think about all the stuff that you'vedone with boiled water and that we're
(34:15):
programmed to think that it's pure.
It is not.
These contaminants concentrate.
They do not dissipate.
The only thing that we'reboiling out is bacteria.
You know, and so when you, when you,when that really hit home for me, I was
like, we got to talk about this, youknow, because people just don't know.
(34:38):
And so I, that's why I like oneof my key phrases is contaminants
don't boil out and it's imperativethat you purify your drinking water.
Purify your cooking water andpurify the water that you're
giving to your fur babies.
Like those three things are veryimportant because the stuff that's in
our water is really really bad for us.
(35:02):
These forever chemicals,they're called forever chemicals
because they last forever.
They do not break down.
And they cause horrible things.
There's all kinds of direct correlationsbetween forever chemicals and cancer
and bone disease and all, all kinds ofthings like hormone fluctuation, early
(35:22):
menopause, like, um, fertility issues.
I can go on and on with all the thingsthat forever chemicals are linked to.
So as a society, it's so importantthat we're purifying our water
because not in my lifetime I am.
Well, we see the end to this in our,in our water supplies because it's
(35:45):
that big, it's that big a problem and,um, and the government doesn't want,
you know, the population to think thatthey can't drink the water, you know,
on this, on the EWG results for myarea, like I said, I'm over, yeah,
(36:05):
12 that exceed the health guidelines.
Total of 22 contaminants, and itlists everything, and then the
multiple times that, how much thatis above the guidelines that are set.
And what's interesting is there's mostof these have no legal limits, even
though the first one here is like, can'teven pronounce half of these things.
And that's partially, it's like, I gotto learn what all these are, but they
(36:27):
all cause cancer basically at the end of
the
story,
they all cause cancer, andlet's talk about the one that
I always like to talk about.
Chromium 6, right?
So, you know, everyone'sheard of Aaron Brockovich.
That movie came out.
30 years ago about chromium six.
We are 30 years later and there'schromium six in our water it's in the
water of three out of four four americansand it's Bananas that it's still there
(36:53):
with all the fanfare all the the mediaattention She's still out there fighting
the good fight for water And thenalso fluoride, you know, it's being
spoken about a lot right now, which I'mglad that it's getting its awareness.
The only thing that removes fluoridefrom water is reverse osmosis, which is
AquaTru, which is what is in our AquaTruthat makes it different from like a
(37:14):
pitcher filter or a fridge filter is thatit, Um, our countertop units are compact.
You put tap water in the back and itpurifies the water just like they purify
bottled water that they're selling to you.
It's basically goingthrough that same process.
And our company is rooted in science.
(37:36):
So we're certified to remove 84contaminants to NSF standards.
So we really spend the money.
to go out there and make sure thatwe're, um, we're going through the hoops
to make sure that we're a third partyvalidated to remove the toxins that
(37:59):
we promise our customers that we are.
Got it.
And NSF.
Yeah.
I just looked up yet nationalsanitation foundation.
So they basically oversee.
What the whole thing, right?
Yeah, and so, you know, it's complicated.
The science of water is complex, andwe, and, and it's really crooked.
You know, like all these plastic bottlesthat we're going or buying a plastic
(38:19):
bottle, they're filled with microplastics.
We just got certified to removemicroplastics, so I'm very happy about
Wow, that's
And these microplastics, I mean,They're finding microplastics in, in
arteries, you know, they're, they'refinding microplastics in, um, when
they're doing autopsies of people thathad dementia in their brain, the more
(38:42):
microplastics that they're findingin people's brains, they're finding a
correlation between that and dementia and
saw that, that news.
Yeah, it's horrible.
I think what there's like a, I think Dr.
Savage, the doctor, he said, there'slike a credit cards worth of plastic
every year in your bloodstream.
That cycles through.
I'm like, holy
Get, and not to be gross, butthey're finding, they're finding
(39:05):
microplastics in like penile tissue.
It's affecting like, um, it'saffecting like fertility.
There's all kinds of fertility issues.
And so there's just a hostof bad stuff in our water.
And getting a little RO waterpurifier like Aquatru will just take
(39:25):
the guesswork out of it for you.
Like, purify your water.
So, RO is the big thing then.
And, because that's it, like, before,Legit, before AquaTru, I didn't know all
the science, and I'm learning a ton rightnow, but, like, just taste test, like,
from what I was doing before, which wasa single filter from TAP, not RO, but,
(39:48):
you know, I thought I was doing a decentjob, and then, like, just taste wise,
radically different, and I'm like, Okay.
What's happening.
And I've always heard goodstuff about reverse osmosis.
So I'm curious, like, can you explain it alittle bit more and why that's the thing?
Yeah.
Sure.
Let's, let's get into RO.
And, and so you typically, youknow, reverse osmosis systems
(40:09):
are big whole house systems.
They cost a lot of money.
And what reverse osmosis does isthe water goes through a membrane.
And pure water goes through themembrane and, and contaminated
water stays back on the other side.
So it separates.
It's purified water fromthe contaminated water.
And so that's the reverse osmosis process.
(40:32):
Um, at AquaTru we actually have a fourstage process and so we, we put the
water through a couple other levelsof filtration specifically so we
can make sure we remove things likeforever chemicals and drug residue
and all this stuff that you wouldn'tthink is in your tap water but it is.
And that's not even,they're not even testing for
(40:53):
Didn't even say rocket fuel in like years.
I heard when I was doing research,I was like, what rocket fuel?
rocket fuel, antibiotics, birth control,antidepressants, I mean, the list is
really, and they're not, there's noteven things in place to test for those
things, and we know that they're in ourwater supply, so, so, you know, we have
(41:14):
a real beautiful compact four stagereverse osmosis system where you basically
just put tap water in the back, itpurifies it, you pour yourself a bottle.
beautiful cup of water and thetaste is, I am obsessed with
aqua tru and I am that girl.
I am a water snob.
I go to restaurants, like I'llonly drink water in glass bottles.
(41:38):
I won't, I pass on the icebecause once you learn this
stuff, like you can't unlearn it.
Oh, that's a good point on the ice.
Cause I've noticed have a new, new fridge.
I just had to replace mine and it'sa nice fridge, but I know it's not,
it's not being filtered with an RO.
It has a filter actually has.
Yeah.
One filter, but not enough.
And, uh, I was actually thinking about,yeah, when you go out in public, like
(42:02):
what's, what's the procedure there?
Because we can't bottle ourselvesup in the house all the time.
So like, yeah, tell me what you suggest
So, I really think that, like, ifyou have to buy water outside of
the house, make sure you're buyingfiltered water in glass bottles.
And, uh, and also, if you cantake your water with you, I
would take your water with you.
(42:24):
There's also, you know, AquaTru, wejust launched our AquaTru Pro, like our
Enterprise, So we're taking our filtrationand we have bottle filling station now.
Um, and you know, so, so for like hightraffic areas, like literally just
launched, we could just got the unitsthis past month because like you see these
(42:45):
You see these bottle filling stationsand so everybody's got their Stanley
Cup and they're going to their bottlefiller and they're filling it up, right?
And they think that that bottlefilling station has been tested and
it's removing from contaminants.
So most of the commercial bottle fillingstation you see out there that you're
taking your Stanley Cup to, They're nottested and certified to NSF standards to
(43:10):
remove much else than chlorine and lead.
Those are the two things, but all thisother stuff I'm talking about, they're
not certified to remove any of that.
So they haven't, the, the enterpriselevel of water hasn't spent the
money to go and certify their units.
And so there's a lot of smokeand mirrors out there in water.
(43:30):
So my recommendation is.
You can bottle your own waterat home with an AquaTru.
It's very cost effective.
I mean, our units are justa couple hundred dollars.
And, um, Really long filter life.
And take it with you.
my whole family has, has water bottles.
My daughter goes to school with apretty good size one for a little girl.
(43:51):
And, um, Yeah, because I've actuallythought about those filters because I
like to see them, you know, when you'rein the airport or even at her school,
they have one of those, I'm like, Iguarantee they're not filtering that well.
And obviously there's no way to tellother than, I guess, some water test kit.
But like you're saying, there'sno real tests out there anyway,
(44:12):
Well, I mean, you know, like they'rejust people, there are tests that
people can do to certify their water.
I mean, it's really expensive.
And so we've spent hundreds of thousandsof dollars on certifying and doing third
party validation for our products here.
And so we're taking that consumertesting that we've done and we're
applying it to the enterprise space.
We're using the same filtration that's,that's really, um, specific to AquaTrue.
(44:35):
So I look forward to thosegetting in on the market.
And I think, like, one thingabout, like, fridge filters, so
When you purify with pressure,it's a little better, like you
need pressure to purify water.
So fridge, fridge filters, like look,like if you're going to have some ice
out of your fridge, the most importantthing is that you're buying a high
(44:59):
quality carbon filter for your fridge.
Don't go on Amazon, don't buy the cheapestone, make NSF standards because look,
like people like to have ice water, right?
And so, There's some things thatyou can do, but like, like taking
the shortcut isn't going to helpyou there, so do the research on the
(45:20):
fridge filter for your ice and makesure it's certified to NSF standards
and understand what it's taking out.
And then also, It's really important thatyou stay on top of your filter changes.
So with, not with AquaTrue, becausewe have the way our system works,
it lets you know there's a filterchange, and then we also have like
a window of period that allows youto go out and replace the filter.
(45:44):
But with like a picture filter,for instance, This is what
really people don't understand.
When you don't change a pitcher filteron time, and there's no, nothing to tell
you, like it's time to change the filter,you're actually, like, if it gets, if that
filter gets absorbed with water, you'resuper dosing your water with contaminants.
I, that, I learned that because with thefiltration of AquaTrue, there's still
(46:07):
water that is left in the reservoir,but it's, you guys are very clear and
say, do not consume that, dump it out.
Yes, like, yeah, yeah, for sure.
So there's a little bit of waterleft over, but I think it's really
important that this is such a big topicand it's so important for our kids.
Like we don't want our kidsdrinking fluoride water.
(46:28):
We don't want them, you know,with microplastics in their water.
Like if we can try and keep themwithout the toxic burden and free
from environmental toxins, it's reallyimportant as a society that we do so.
And that's why we're so.
Passionate at our companyabout what we do Yeah,
(46:49):
has been in the news, politics, andlike, this isn't a political thing.
It's literally like it's, it's right here.
And definitely I urge everyone again, EWG.
org, just go type in your zip code,see what happens and learn some stuff.
My wife was frightened.
Yeah,
(47:10):
after you go through your results,scroll down because they will tell
you exactly like what different typesof water filtration will remove those
contaminants from your water and you'llsee see reverse osmosis, you know, so
that's why we're so proud to be, we'rethe first patented countertop RO system
and we have something for every family.
(47:32):
So we're, we're really proud of the impactthat we're having on people's health.
It's great.
Yeah, no, I just scrolled down.
I'm like, Oh, yeah, a lotof checkboxes against R.
O.
There.
So awesome.
Helen.
Well, is there anything that, um,I felt like I should have asked you
that that we want to leave folks with?
And as you think of that, I just wantto shout out, you know, definitely.
(47:54):
AquaTru is awesome.
You do have air doctors.
So the whole air purifying sideof things, I don't really have
time to dive into all that.
Maybe you can give us a littlescoop, but obviously these
contaminants are everywhere.
Um, but I'll, I'll have some linksthat you probably have seen or, or
dropping the show notes to, uh, youknow, how to basically get this for
yourself, um, and, uh, ideal livingis the company that, you know, kind
(48:17):
of basically makes all of these.
Awesome.
And yeah, I mean, I think as faras like big ideas and partnerships,
I just think that nothing.
Nothing replaces personal relationships,you know, and building relationships with
people is number one, you know and alsoreally just being honest and and just
coming from a point and wanting to dogood on the planet like that that's just
(48:40):
a really great place to start and thenas it relates to ideal living and our
purpose Our mission is that everybody hasthe right to pure water and clean air.
And so that's what wakes us up every day.
And so if you're looking to, youknow, learn more about non toxic
(49:02):
home, air purification, waterpurification, like I made, I said
earlier, like you can always find me.
Yeah.
Yeah.
Well, and you guys, you guys haveyour own obviously Instagram.
AquaTru does air doctor pro.
So you just check them out there.
Is there anywhere else they should go tolearn more maybe on, uh, ideal living?
(49:22):
Like, are there sure?
There's all sorts ofscience out there too,
So, yeah, I mean, uh, we have all ofour science on our, on our website.
So, at airdoctor.
com and at AquaTru.
com, like, we're verytransparent about our science.
And then also, um, from thecompany standpoint, you can
check us out on LinkedIn.
Um, we're on all the socials.
(49:43):
And you can also findme at Helen Crestoni.
Awesome.
Well, thank you, Helen.
I appreciate it.
And, uh, I've learned a ton.
I can't wait to use someof those enterprise ones.
I want to see him in the wild, so
Oh, awesome.
Yeah.
Anytime.
Yeah.
If you're in LA, come through.
We have them all over the office.
So super nice to talk to you.
Yeah.
Joe, this was great.
All
Did you know that the water that you'redrinking every single day, getting piped
(00:03):
into your house, or maybe you're fillingup somewhere, it could be affecting your
health in ways that you won't like, butwe're going to talk about it because
there's something you can do about it.
This is why I brought inHelen Christoni onto the show.
She's a trailblazer in wellness tech.
She's been doing it for a very long time.
Uh, she's going to talk about the hiddendangers that we have in our water supply,
(00:25):
the things that you could do about it,the stuff that you could change right now
after listening and go research yourself.
Uh, she also talks about theups and downs of her own journey
and how she got to this point.
And the cool thing, because alot of us are entrepreneurs.
We're doing marketing and sales.
She actually heads up thepromotional efforts for ideal living.
That's the company she works with andyou know, all the products they have,
(00:48):
like Aqua Tru and air doctor, all thedifferent things that help filter and
purify the air and water around us.
She talks about how she has thousands ofpromotional partners and the marketing
strategy she's doing to promotethings and to get the word out there.
And it's something that you could swipe.
(01:08):
So there's, there's a little marketingbusiness and sales mixed in with this
crucial information you got to know aboutthe water in the air and what we're doing
in our houses to keep ourselves safe.
So, Helen, Christoni's here beforeyou get into the episode, hit pause,
go to a browser, really fast type.
In hustle andflowchart.com/clone C L O N E.
(01:30):
What that is, is a digital mind.
It's an AI digital mind thatI built using delphi.ai.
This platform, I'm an advisorof, and I love it been using
it for a couple of years.
This thing has 600 episodes fromthe podcast here, along with
YouTube videos, blog posts, emails,trainings, all inside of this
platform that you could use for free.
(01:52):
You could chat with it.
You can talk with it with audio.
And you can even use videoto FaceTime me and it's me.
So it's AI, Joe.
If you go to hustle andflowchart.com/clone, you
could use it for free.
You'll love it.
I'm curious at what you do about it.
Uh, and learn, but for now,let's go listen to Helen
and, uh, we'll see you there.
(02:14):
Are you ever in those moments whereyou're asked at a party or something,
Hey, what is it that you do as abusiness owner or as a marketer?
Let's say.
Uh, are you, do you describe the,have to generate a bunch of leads or
create content, gather information,analyze data, things like that.
Uh, you probably wouldn't want to becauseyou'd be like, oh, what is it that I do?
(02:35):
I'm kind of spread too thin.
I know a lot of us are who are runningbusinesses or marketing campaigns.
That's why HubSpot has a better way.
And they have a collection of AI toolsthat you can actually take advantage of.
They're called Breeze.
And it has a bunch of featureslike content remixing.
It's basically turning one piece ofcontent into a bunch of different assets.
(02:58):
Helps you pinpoint prospectsthat you follow up with level
up campaigns with tracking.
Uh, analytics KPIs along.
Everything that they showin their new suite there.
And at the end of the day, we'llbe able to describe to other
people, let alone yourself.
What is it that you actually do?
For your job or business.
So go check this out.
(03:18):
Go visit hubspot.com/marketers.
That's with an S at the end.
To learn more again, visithubspot.com/marketers to learn more.
we're going Helen right here.
I appreciate you for taking thetime with me and you're busy, busy
doing these kinds of things, livesand all the social stuff, right?
Yeah.
Yeah.
Hi Joe.
So nice to be here.
(03:39):
Yeah.
And so I've heard a lot about you fromour mutual friend, uh, Angela Hartman.
She's awesome.
And I'd say she more behind thescenes of a lot of, uh, a lot of
people have been on the show too.
So, um, gotta give her bigthanks and what you're doing.
So this is the first timewe've met, but like, I've
definitely heard a lot about you.
(04:00):
I'm using one of yourproducts, uh, AquaTru, which.
We'll talk about waterand why that matters.
Um, I also have a client, Dr.
Savage, who's big into longevityand always talks about microplastics
forever, chemicals, all that stuff.
That's basically everywherewhere we live in.
So definitely we'll be talking aboutthat with you, but really I want
(04:20):
to go back and like hear how yougot to this point of essentially.
Doing some really cool marketing,you know, for a good cause.
I feel like, so we're going to learna lot strategy, but also wellness and
making sure that, you know, we're doingthe right stuff, but I had to get here.
Like what was, I hadto get it all started.
Oh, gosh, you know, I mean, Ithink like how it really got
(04:43):
started is, um, I started workingadvertising about 25 years ago.
And, uh, and I was just kind of thisin this crazy advertising circuit,
which for those of you who worked inadvertising, you know, it's long days
and longer days, you know, so, um,and I just wanted to come client side.
And so.
So I took a job at IdealLiving, where I work now.
(05:05):
He's the parent company ofboth Air Doctor and AquaTrue.
And I was working with thefounder in product development.
And so I went from advertisingto product development.
And I worked with IdealLiving for about 10 years.
And, um, and that's when theywere like starting to get into
the air purification stuff.
And, but I was really obsessed at thattime in my life in the beauty business.
(05:29):
And so with the full support of, youknow, the founder at Ideal Living, I
embarked on this beauty business career.
And I, as a result of that, I becamekind of a I guess, I mean, somewhat of
an expert on, um, licensing, influencermarketing, you know, um, personality
(05:50):
driven branding, that sort of stuff,all those things on beauty, the
overdrawn eyebrows, you know, so thatwas kind of my, I, I was responsible
for a lot of that for a long time.
And, um, then I personally got, um,I had like a health crisis, you know?
So I was in my early fortiesand, um, I'm an avid athlete.
(06:12):
I'm an ultra marathoner.
Like I do all these crazy things and, um,my body, my body started breaking and so I
broke my pelvis and then four months laterI broke the other side, my other pelvis.
And a couple of weeks later, um,
from running or any,
So it's, I had severe osteoporosis.
(06:33):
I was menopausal in my early forties.
I was diagnosed with severe osteoporosis.
And I had to really takea look at my lifestyle.
And I was like the non fat, youknow, double sugar free pump girl.
You know what I mean?
And all those things.
And I was like, you know,everything was no fat.
Everything was low, no sugar.
(06:55):
Everything was no carb, and I was inthis industry where I was basically like
mainlining chemicals all day because Iwas in the beauty business, and so we'd
have fragrance parties, and so I wasin a very toxic environment, and I had
reached out to Peter, who's the founderof Ideal Living, who's a mentor of mine.
And he was like you gotta purify yourwater and you gotta purify your air and
(07:18):
also in conjunction I changed my dietcompletely I'm an all fat girl now.
Give me all the sugar all the fat,you know You know what I mean?
Like all the dairy like give it to me.
Avocados, everything.
Yeah.
Yes, and so I I was a little disillusionedin beauty and I had this health crisis and
then I came back and I started consulting,you know here at ideal living and And
(07:42):
while I was here and I was learning aboutthese products, like the science behind
Air Doctor and Aquatru, um, I felt verykind of motivated for the company to
start talking about them on social media.
So that is kind of how this all started.
You know, I took all that beauty,social media, you know, influencer
(08:03):
marketing know how and I appliedit to wellness tech here.
Got it.
That's okay.
That's really cool.
So yeah.
Now I see why you didkind of like started here.
Yeah.
The whole round Robin and yeah.
It's so interesting.
Like the beauty space.
It's just what laid in with chemicalsand I mean, my wife was getting her
nails done literally last night and Iwalked by and it's poked my head and I'm
(08:27):
like, I instant headache, like not good.
And I was telling him, she's like, Ididn't get the, you know, there was
someone getting acrylics or whatever.
I'm just like, that's horrible.
Just like instinct.
Yeah, it's horrible.
So.
Um, but that stuff I knowis around us everywhere.
And so I want to get to that.
And specifically, I want to dig into waterbecause you gave, you shared a resource
that when I was doing some sleuthing onyou, uh, and then I looked up the water
(08:51):
quality in my area and it's frightening.
I think that's the case everywhere.
I'm going to just let that sitfor a moment though, because I
want to talk about that shortly.
I want to hear about the, um, so thesocial commerce and like, so the stuff
you learned in the beauty space or justexperimented with for a ton of time
and how that's been taken over here.
(09:11):
I guess like, define what that is.
Social commerce, influencer marketingand, and, then want to hear your style.
So, I mean, it looked like itwas kind of a juxtaposition.
You know, in the beauty space,they do a lot of pay to play.
You know, you hire influencers totalk about your product, you give them
some things to say, and they do it.
Um, that is very far from what we dohere and what we've done here in our
(09:33):
social commerce business at Ideal Living.
And, um, when I had this idea aboutlike, hey, we have to be social, you
know, um, Ownership here, the CEO waslike, yeah, but we're not doing pay to
play, you know, that's off the tablebecause they're a very results driven
company and we wanted to make sure thateverything was done kind of on a, on a
(09:55):
CPA basis and on a rev share capacity.
And, you know, at that time, and thisis like six years ago, people weren't
moving products that were several hundreddollars on an Instagram swipe or, you
know, TikTok wasn't even around then.
And so moving that price pointand having it be a rev share.
Was a challenge, you know?
And so I think when people talk aboutsocial commerce and that's using people,
(10:18):
brand ambassadors, you know, to go outand talk about your products and share
them with their followers, they oftenforget like one of the key components.
And that's the social media piece,you know, because social commerce
goes hand in hand with social media.
And if you aren't tying the two together,that's kind of where, like everybody
(10:40):
wants to be in the social commerce spaceand have a bunch of people out there
promoting their products that honestlylove it and doing all the things like,
um, easy to say, really hard to do.
And, um, the foundational building blocksof building a strong social commerce.
strategy starts with your own socialcontent and really kind of building a me
(11:04):
too moment, you know, that people can thenlike talking about your products, how you
want people to talk about your products,educating on your products, how you want
people to educate on your products, andreally having that honest dialogue about
You know, like pulling the curtains back,um, when you're looking at your social
media strategy is really important.
(11:26):
And that is key before youask somebody else to do it.
Like, you know, you have to haveyour own house in order, you know?
So, um, it's, it's interesting that peopletry to skip the social content piece.
And so when I started this here, youknow, I was like we gotta be on social
media and we have to do all the things.
(11:46):
And I never in a millionyears thought that.
We'd be here today, you know,
Doing all the social stuff
I Mean we have thousands of partners,you know and we have a beautiful network
and a beautiful community of partnersthat we've built this together with and
so, you know, I was really passionateabout Breaking into wellness because I
(12:08):
personally was over the beauty business.
And so I was very driven on itMaking this a success story.
And so I I personally was shootingthe content with my iPhone in my house
Mm hmm.
You know like overseeing the graphicslike making sure the messaging was
(12:30):
Understandable, you know to our audienceand I think that that's one of our
sweet spots at our company You know,we're talking about really important
scientific stuff and we're able to Inthe social environment to really speak
about it in a relatable way Where peoplecan understand what we're actually
(12:50):
talking about because on social medianobody like has time To like dig in to a
phthalate and what that really means andwhy it's bad for you, you know, so You
know taking you know making it in nicelittle sound bites for for the customer
to like digest is really important You
(13:10):
And that's that's the world we're in.
That's why I'm kind of chucklingover here because yeah, not most of
us are, you know, we're not readingessays about all the different
contaminants that we're drinking orbreathing or whatever it might be.
Yeah.
Yeah.
And now you have Tik TOK orall these other like little
reels that like, Oh, whoa.
And then it's obviouslyshareable, but yeah.
Have you seen that been like, that's,it sounds like that's probably part of
(13:32):
the strategy or like, Hey, if someone'swrapping their story into it, it sounds
like that's what you're looking for.
And really that's just great social media.
If you're going to sellanything at the end of the
Yeah, and it's interesting thatyou're talking about like, you
know, the essays and I mean that'sreally like the, the Also, it's very
foundational for our company here.
Like we started with, um, kickstarters,long form email series, webinars, you
(13:58):
know, all of these things where we reallydug in to the details, to the science.
And all of our products hereare, um, third party validated.
We are really science geeks in our likeDNA and we're passionate about the truth.
And so, but you know, when having thatfoundation and then, and then, you
(14:19):
know, taking it into talking pointsfrom there was really, really helpful.
And, you know, when I was going out and Iwas starting to, I just really was like,
who should our brands be friends with, youknow, and I followed and I looked at how
people talk to their, to their, you know,their groups and like, did they really
(14:42):
have a relationship with people, you know,A lot of people think that they could
just go in a SaaS tool and check, check,check and go out there in the world.
That's not how this business was born.
This business was really born by,like, making friends with people
and just being like, Look, like, I'mgoing to send you this product and
if you like it, I'll send you a link.
if you don't breathe some, you know,breathe some great air and drink some pure
(15:06):
water, you know, that's how it started.
There was no, you know, there wasno big like program back then.
And so we've really, you know, um,and then one thing I think that's
super important to us is we, westarted with just a handful of people
and we held their hands, you know,
(15:27):
I was going to ask about that.
Like the early day, cause I've dealtwith, I've run affiliate programs.
I've been an affiliate for a lot,a lot of years and various ways.
And I think that's the best partis like this grassroots, like,
Hey, you have access to us becausewe chose you to basically, you
know, work with us as a partner.
And that's how I've always seen it.
Yeah, I mean, you know, I always talkabout like social influencer one and
(15:50):
two, and I'm not going to name them.
And they're so dear to my heart and theycouldn't be like, you know, they're,
they're so different from one another.
And, and, you know, one of them is aMD and she was so like, I mean, I ha I
would put, you know, calls together withher and the engineers, she literally
devoured all of our science and
(16:12):
We like walked down this path togetherand we learned as we went, because like
I said, no one was moving, you know,a 600 item on a swipe at that time.
And I was, you know, even me,I was like, Ooh, there's one
thing about selling a mascara.
There's another thing aboutselling, selling, selling a health
tech product through an IG swipe.
And as we started to see success, I lostmy fear of that price point, you know,
(16:37):
and, and so I, I myself had to get overmy, myself, you know, like the pay to play
in my head and I had to just go right outthere and say, we'll send you an affiliate
link and, and get out of my own way.
Mm hmm.
Hmm.
Yeah,
(16:57):
to just be, you know, this is our program.
This is what we can do.
And, and also say no, you know.
that's sometimes the hardest thingbecause you don't want every affiliate
and that's, that was one of the thingsI learned very early on is like a small
group of really tight, you know, theyknow the mission, they know the story,
(17:18):
they're actually living that as well.
And their own variationmakes for just perfect.
I don't even want to say media or content.
It makes for great connections,like the best with your audience.
And.
Literally, there's no like scriptingthat you just flip on the camera
and start talking about your lifeand the cool stuff you're using.
and it's educational, right?
(17:38):
Like, I think that our main missionhere is that everyone has the
right to pure air and clean water.
And so, you know, educating on thatis really our, our number one value.
And that we, that's the value wetry to provide to that end customer.
And then our products are going tohave an impact on their life, you know?
So, this And what happens is if you getlike a group that's really, really kind
(18:04):
of with aligned mission and focus, then,you know, there's the ripple effect.
And you go like, we, we startedwith, um, naturopathic doctors,
doctors, you know, people that arejust really wellness advocates.
And then that, that extendedto mom, you know, and then with
moms, Like, that was bananas.
(18:27):
Like, we won with moms.
I mean, it was like, it wasthat, you know, moms are magic.
Mom makes, moms make themagic happen, you know.
And so, and as a mom myself, youknow, it's, it's beautiful to see air
purification and water purification goinginto households across the world now.
(18:48):
And, um, and I'm just veryproud to be a part of that.
That's awesome.
And there's a, as you were talking aboutthat, and I totally agree with moms, are
basically run, especially the health, butreally everything in the house and life.
I mean, my wife, she sends mestuff on Instagram all the time.
I'm not on Instagram much, butI sure as heck learn a ton.
(19:10):
And, you know, it's usuallyabout parenting or health
and all the above, you know.
And, um, Yeah, it keeps us in order.
So thank you moms, including yourself.
And what I was thinking about is that youwere describing that back to that client.
I have, uh, his name is Dr.
Savage.
I don't know if you got to connect withhim, but like when there was something,
(19:30):
you know, Angela back to Angela, shehelped me out with some stuff, uh, with
PR and what I'm doing over there with Dr.
Savage.
And they basically realized, Oh, Dr.
Savage has beenrecommending your products.
Ideal livings products for.
A ton of time just because he,they're great and, you know, he's,
he's very concerned about the whole,just all the contaminants around us.
(19:51):
So just that alone, you know, just speaksthat when you have a really good product,
you have the mission, the science isbacking it in your case or whatever
credibility you need for your product,
it, it becomes like ano brainer, you know?
yeah, I think there's that part of it,which is kind of like the front, the front
view, you know, that we have all thesegreat people and, um, they're continuing
(20:14):
and we have this relationship with them.
But like, how do youmaintain those relationships?
And also when you're, when you encountertremendous growth, you know, so it's the
ability to support that infrastructure.
That's really important,like you have to pay people.
You need to track their sales.
You need to understandwhat's working, what's not.
(20:34):
You need to make sure everything works andas you grow that things continue to work.
And as tech evolves and allthis stuff happens, you need
to be next and stay next.
And so that commitment Being a goodbusiness partner is, um, is very
important in the operational standpoint.
(20:55):
And so I think, um, like for me, I'mnot like a highly Um, like technical
as it relates to platforms and, andthat sort of thing and making sure
that, um, I'm surrounded by the rightpeople that understand what's next
and like how, you know, AI is goingto affect social commerce and all
(21:18):
these things that are coming up that,you know, that might not be my thing.
tea.
I'm really great at connectingwith people and, and talking about
cleaner and clean water and whythey should have it, you know.
Um, but when it comes to thatinfrastructure, that's really
key for success because when thatbreaks, um, it's, it's really hard
(21:38):
to, to overcome something like that.
Oh, yeah.
And, uh, yeah, there's some, there'ssome tech we've actually been
scheming on, uh, behind the scenes.
I don't know if you're aware of thatyet, but Angela, me with some AI.
So we'll talk about that later though.
I'm going to pause this reallyfast, to shout out another
podcast to put on your radar.
This one's called AugMentors.
It's hosted by JulieMeyer in Jimmy Edgerton.
(22:00):
And it's brought to you on theHubSpot podcast network, audio
destination for business professionals.
And this show is perfect for anybodyin the mentorship or mentoring
space and leadership development.
So if that's your realm, these two arethe ones to follow over at augmented.
They have great guests, they keep itfunny and they get into details that
(22:22):
actually help you get further, faster.
So go listen to AugMentorswherever you get your podcasts.
Hey, have you ever thought about cloningyourself and not the physical form
of you, but using AI to clone you?
And the expertise that you have, thestuff that you already publish online.
Can now be enhanced and making youaccessible infinitely at all times 24/7.
(22:47):
That's what I've done with mybrand and the Joe Fier clone that
you probably used a shouted itout at the top of the episode.
It has 600 plus episodes, podcastepisodes inside of their YouTube
videos, blog posts and all that stuff.
And people can now interact with it.
People can you.
I can generate new leads that way.
I use it for customer service andI book calls for consultations.
(23:09):
And there's so many ways to monetize.
And scale what I'm already doing, butvia my clone, it's really, really cool.
You can do the same.
You can clone yourself and scaleyour expertise infinitely right now.
So if you use the code hustle atcheckout, Uh, you can actually get
50% off your first month of Delphi.
(23:30):
That's the platform thatI use is Delphi dot.
AI, but the URL to go to, to gocapture this deal is hustle and
flowchart.com/delphi, D E L P H.
I.
And make sure you're using the codehustle at checkout to get that 50% off.
And I just wanted to shoutit out there as well.
(23:51):
Is.
My team and I build a lot of theseclones for our clients, our partners.
And they're, it's interesting.
It's really cool.
We've done like 50 plus clones or so.
So if you want us to actually justhandle it for you, because some people
don't want to do the setup, the testingand the integration to launch fast.
You can just head over.
There's a little quick form that we made.
(24:12):
If you want to fill that out, wecould still hook you up on the
sweet deal, but it's a hustleand a flowchart.com/delphi maker.
That's D E L P H I M a K E R.
And if you go there, it's a quick form.
And once you fill it out, basicallylets us know about your business.
I can let you know about the cool dealsthat we have and how we were to get
(24:36):
your clone up and live really fast.
So either way, go check out Delphi again.
The 50% off code is hustleand flowchart.com/delphi.
Use the code hustle, and if youwant us to do the help it's hustle
and flowchart.com/delphi maker.
All right, let's get back to the episode.
I was going to ask you, you saidyour favorite word is hustle.
(24:58):
And I'm curious about that.
And because I was going to wrap that backinto exactly what you were starting to
describe here is like, Hey, you startoff kind of like grassroots with any kind
of partner, influencer, Whoever referralpartner, um, and it is grassroots.
It feels like hustle, you know, it'sthe check ins it's like, I'm also a
connector type and it's very easy to justfeel like you're always in hustle mode.
(25:22):
I personally don't want to live in thehustle, but I've been there for a lot of
years, but that's where systems and, youknow, but tell me why you love hustle.
And, uh, maybe the transitionfrom a hustle point to more of
a, uh, I mean, I say a flow chartor, you know, systems kind of
I think, um, I personally,as a person, I'm that person.
(25:43):
You know, like, I hate to be bored.
When I actually first interviewed with theCEO of Ideal Living, like, 22 years ago,
um, He was like, what, but what bothersyou the word most about, you know, work?
And I was like, I hate to be bored.
I can't be bored.
And it's like a running joke.
Like, are you bored?
I know, you know, are you
(26:04):
Don't be bored.
are you bored, Helen?
And it's really funny.
It's a running joke around here,but you know, I am that kind
of triple type A personality.
I love to be busy all the time.
Um, it gets to the point though,even for those who are, people
that are like out there hustling.
Um, like I'm a builder.
I love to build things.
I love to stand things up.
(26:24):
I'm
So are you like the starter
of a lot of it?
And then, okay.
That makes sense.
Gotcha.
You know, it's, it's funny because Ialways talk about this, you know, when I
was in, in other industries and you know,I was calling on the Sephoras and you
know, Walmarts Like I love to sell in.
But then the sell through and goingup for line review and all that
(26:47):
stuff, I mean, I, it, I completelylose interest at that point.
So, it's the start up of somethingthat really gets me going.
And the beautiful thing aboutsocial commerce is it's always new.
You know,
point.
It's like a new partner or anew conversation happening.
Okay.
new platforms, new tech opportunities,um, new niches to talk to.
(27:11):
I mean, there's always something new.
So I really think I like found my lanein, in something that keeps me inspired
and ready to go to work every day.
And, um, but also it's very like whenyou're, when you're working for, um,
Like you can go to work and you canhustle and you know, you can, you
can achieve the success and grow theteams, but when it's mission driven and
(27:35):
you're actually having an impact on thewellness and lives of families, then
that work takes on a whole new meaning.
And so I love to get out of bed every day.
And like today, like I was saying, likeI had a IG live and where I'm having this
podcast and then I'm doing a training,you know, I mean, I train partners.
(27:56):
Twice a month, youknow, I mean I am in it.
We don't miss a month.
Like I'm so dedicated to theeducation and and so, um, I don't
know like transitioning I think
Is important to think about that andcreate like a foundation of people
(28:17):
that um, That also have that hustle
and support you.
Like maybe there, causeI was thinking about it.
It's like, yeah, maybe youdon't need to, you don't need
to necessarily leave the hustle.
No one really should, if you'rewired like that, like lean into
it, but just make sure you don'tget sucked up doing that line.
Like the drawn out work,the sustaining stuff that
(28:40):
the support team that really, really, likemaking, identifying where and when you
need support is so important for growth.
Because if you're not really identifyingthe balls that you're dropping and
making sure that someone's picking them,like not one person can do everything.
Like, and we have a tremendouspartnership business.
We work with thousands of people.
It's all in house.
(29:02):
You know, everything is done internally.
And so because I'm, you know,I'm really having high touch
relationships is really important.
And, um, and making sure that, you know,I always make a joke that everybody
can get me on my phone and I'm notkidding, you know, so, you know, it's,
um, everybody really can, you know, andso, but like having creating a culture.
(29:25):
of that, you know, mission, purposedriven environment and people that
really understand the, the cadenceof our 24 hour world that we're in,
you know, is, is really important.
So I'm really, I'm really, I havesuch a tremendous team and, um,
(29:47):
it's like, you know, and we doso much great work with Angela.
I mean, she's one of them.
She's always bringing people,she's always connecting
Well, she's like you.
I'm sure.
I mean, I know she's tight.
Yeah.
She's just go, go.
She never stops either.
So similar.
Yes.
That's, that's great.
And that's the big thing is like foranyone listening, watching, definitely
like lean into your skills, if it'shustle, if it's not, whatever, but just,
(30:09):
just get support from systems, people.
Tools, whatever it is to justhave you lean into you more.
I think too, you know, likefor, for social commerce,
there is that flow chart part.
And, um, when you're building a program,it's really important that if you,
you have the big vision, that you havesomeone that can put the financial
(30:31):
metrics in place and the model in placeto understand, you know, kind of what
this is going to look for, look like foryour company as far as like margin goes
and, and scalability, that sort of stuff.
Because, That I, you know, when we,you know, first of all, the founders
of these companies of Ideal Living.
They're, you know, direct to consumer,direct response, you know, icons, and
(30:57):
so they're really measured for results.
So they held me very accountableto the bottom line right from the
beginning, and, um, and I livein what's my margin every day.
Like every day I'm saying,well, what's the margin?
What's the margin?
How does it affect the margin?
Like I don't stray from that.
So even though I'm not You know, um,I'm not building flowcharts over here.
(31:20):
I do understand the numbers and theeffect that it has on the bottom line.
And I'm pretty laser focused onmaking sure like we stay within our
guard rails, um, for the company.
Makes sense.
I mean, you got to have a KPIfor, and you're tracking that and.
Yeah.
Yeah, it's, I mean, if you'renot doing that, then it's, it's
(31:40):
not going to sustain period.
So, especially with the influencermarketing and all that, I mean,
it's very easy to bleed time, money,product, whatever it might be.
So absolutely.
Well, I want to talk about thewater side of things because that
fascinates me and also frightens thehell out of me, to be very honest.
So, you know, obviously AquaTru, andluckily I have one of those in my kitchen.
(32:04):
I'm literally obsessed.
I have like the one that's on mydesktop, or uh, what, countertop.
And I feel like I refill that thing every45 minutes or something, because everyone
in the house is just, pfft, pfft, pfft.
And it just like radically changesthe taste and all that stuff.
But that's not even whatI want to talk about.
I want to talk about like, what wasthe, I guess what was the aha moment or
(32:26):
the time where you're just like, holycrap, this is like this water thing.
Um, that are, that's coming intoour house, maybe even the bottle
water, just anything that we'reconsuming, maybe even showering with.
I don't know if that plays a part,but what was that moment for you?
And
My aha moment.
Like, I mean, I, I told you that I havethese health issues and you know, Peter,
(32:46):
the, the CEO here at Ideal Living waslike, you need to filter your water.
And so I was like, yeah, okay.
But then it was, it wasn't until thatI, I came and I actually started working
for the company and I went to ewg.
org.
And so we're going to, let'sdrop into this right now.
If you're not driving, go to ewg.
org on your phone andtype your zip code in.
It's on the top toolbar, likeright in the right, you can.
(33:09):
drop your zip code and you run yourwater report and when I ran my water
report and I live in La Crescenta, alittle mountain area here in Los Angeles,
it's own little water district and Ihad 13 contaminants that exceeded the
environmental working groups guidelinesand so and they all caused cancer.
(33:30):
And that.
I just pulled mine up too.
So there you go.
I'm in San Diego, so not much
so that was my, that was my aha moment.
And I, when I, and then my like, ahamoment number two was when I learned
that contaminants do not boil out.
(33:51):
And so, let's just sit there for aminute and understand what that means.
So as a parent and as a homemaker,when that really like, hit home
for me, that's what it means to me.
I was like, think about allthe mac and cheese you've made.
Think about all the pasta you've boiled.
Think about all the tea kettlesyou've put on for hot cocoa.
Think about all the stuff that you'vedone with boiled water and that we're
(34:15):
programmed to think that it's pure.
It is not.
These contaminants concentrate.
They do not dissipate.
The only thing that we'reboiling out is bacteria.
You know, and so when you, when you,when that really hit home for me, I was
like, we got to talk about this, youknow, because people just don't know.
(34:38):
And so I, that's why I like oneof my key phrases is contaminants
don't boil out and it's imperativethat you purify your drinking water.
Purify your cooking water andpurify the water that you're
giving to your fur babies.
Like those three things are veryimportant because the stuff that's in
our water is really really bad for us.
(35:02):
These forever chemicals,they're called forever chemicals
because they last forever.
They do not break down.
And they cause horrible things.
There's all kinds of direct correlationsbetween forever chemicals and cancer
and bone disease and all, all kinds ofthings like hormone fluctuation, early
(35:22):
menopause, like, um, fertility issues.
I can go on and on with all the thingsthat forever chemicals are linked to.
So as a society, it's so importantthat we're purifying our water
because not in my lifetime I am.
Well, we see the end to this in our,in our water supplies because it's
(35:45):
that big, it's that big a problem and,um, and the government doesn't want,
you know, the population to think thatthey can't drink the water, you know,
on this, on the EWG results for myarea, like I said, I'm over, yeah,
(36:05):
12 that exceed the health guidelines.
Total of 22 contaminants, and itlists everything, and then the
multiple times that, how much thatis above the guidelines that are set.
And what's interesting is there's mostof these have no legal limits, even
though the first one here is like, can'teven pronounce half of these things.
And that's partially, it's like, I gotto learn what all these are, but they
(36:27):
all cause cancer basically at the end of
the
story,
they all cause cancer, andlet's talk about the one that
I always like to talk about.
Chromium 6, right?
So, you know, everyone'sheard of Aaron Brockovich.
That movie came out.
30 years ago about chromium six.
We are 30 years later and there'schromium six in our water it's in the
water of three out of four four americansand it's Bananas that it's still there
(36:53):
with all the fanfare all the the mediaattention She's still out there fighting
the good fight for water And thenalso fluoride, you know, it's being
spoken about a lot right now, which I'mglad that it's getting its awareness.
The only thing that removes fluoridefrom water is reverse osmosis, which is
AquaTru, which is what is in our AquaTruthat makes it different from like a
(37:14):
pitcher filter or a fridge filter is thatit, Um, our countertop units are compact.
You put tap water in the back and itpurifies the water just like they purify
bottled water that they're selling to you.
It's basically goingthrough that same process.
And our company is rooted in science.
(37:36):
So we're certified to remove 84contaminants to NSF standards.
So we really spend the money.
to go out there and make sure thatwe're, um, we're going through the hoops
to make sure that we're a third partyvalidated to remove the toxins that
(37:59):
we promise our customers that we are.
Got it.
And NSF.
Yeah.
I just looked up yet nationalsanitation foundation.
So they basically oversee.
What the whole thing, right?
Yeah, and so, you know, it's complicated.
The science of water is complex, andwe, and, and it's really crooked.
You know, like all these plastic bottlesthat we're going or buying a plastic
(38:19):
bottle, they're filled with microplastics.
We just got certified to removemicroplastics, so I'm very happy about
Wow, that's
And these microplastics, I mean,They're finding microplastics in, in
arteries, you know, they're, they'refinding microplastics in, um, when
they're doing autopsies of people thathad dementia in their brain, the more
(38:42):
microplastics that they're findingin people's brains, they're finding a
correlation between that and dementia and
saw that, that news.
Yeah, it's horrible.
I think what there's like a, I think Dr.
Savage, the doctor, he said, there'slike a credit cards worth of plastic
every year in your bloodstream.
That cycles through.
I'm like, holy
Get, and not to be gross, butthey're finding, they're finding
(39:05):
microplastics in like penile tissue.
It's affecting like, um, it'saffecting like fertility.
There's all kinds of fertility issues.
And so there's just a hostof bad stuff in our water.
And getting a little RO waterpurifier like Aquatru will just take
(39:25):
the guesswork out of it for you.
Like, purify your water.
So, RO is the big thing then.
And, because that's it, like, before,Legit, before AquaTru, I didn't know all
the science, and I'm learning a ton rightnow, but, like, just taste test, like,
from what I was doing before, which wasa single filter from TAP, not RO, but,
(39:48):
you know, I thought I was doing a decentjob, and then, like, just taste wise,
radically different, and I'm like, Okay.
What's happening.
And I've always heard goodstuff about reverse osmosis.
So I'm curious, like, can you explain it alittle bit more and why that's the thing?
Yeah.
Sure.
Let's, let's get into RO.
And, and so you typically, youknow, reverse osmosis systems
(40:09):
are big whole house systems.
They cost a lot of money.
And what reverse osmosis does isthe water goes through a membrane.
And pure water goes through themembrane and, and contaminated
water stays back on the other side.
So it separates.
It's purified water fromthe contaminated water.
And so that's the reverse osmosis process.
(40:32):
Um, at AquaTru we actually have a fourstage process and so we, we put the
water through a couple other levelsof filtration specifically so we
can make sure we remove things likeforever chemicals and drug residue
and all this stuff that you wouldn'tthink is in your tap water but it is.
And that's not even,they're not even testing for
(40:53):
Didn't even say rocket fuel in like years.
I heard when I was doing research,I was like, what rocket fuel?
rocket fuel, antibiotics, birth control,antidepressants, I mean, the list is
really, and they're not, there's noteven things in place to test for those
things, and we know that they're in ourwater supply, so, so, you know, we have
(41:14):
a real beautiful compact four stagereverse osmosis system where you basically
just put tap water in the back, itpurifies it, you pour yourself a bottle.
beautiful cup of water and thetaste is, I am obsessed with
aqua tru and I am that girl.
I am a water snob.
I go to restaurants, like I'llonly drink water in glass bottles.
(41:38):
I won't, I pass on the icebecause once you learn this
stuff, like you can't unlearn it.
Oh, that's a good point on the ice.
Cause I've noticed have a new, new fridge.
I just had to replace mine and it'sa nice fridge, but I know it's not,
it's not being filtered with an RO.
It has a filter actually has.
Yeah.
One filter, but not enough.
And, uh, I was actually thinking about,yeah, when you go out in public, like
(42:02):
what's, what's the procedure there?
Because we can't bottle ourselvesup in the house all the time.
So like, yeah, tell me what you suggest
So, I really think that, like, ifyou have to buy water outside of
the house, make sure you're buyingfiltered water in glass bottles.
And, uh, and also, if you cantake your water with you, I
would take your water with you.
(42:24):
There's also, you know, AquaTru, wejust launched our AquaTru Pro, like our
Enterprise, So we're taking our filtrationand we have bottle filling station now.
Um, and you know, so, so for like hightraffic areas, like literally just
launched, we could just got the unitsthis past month because like you see these
(42:45):
You see these bottle filling stationsand so everybody's got their Stanley
Cup and they're going to their bottlefiller and they're filling it up, right?
And they think that that bottlefilling station has been tested and
it's removing from contaminants.
So most of the commercial bottle fillingstation you see out there that you're
taking your Stanley Cup to, They're nottested and certified to NSF standards to
(43:10):
remove much else than chlorine and lead.
Those are the two things, but all thisother stuff I'm talking about, they're
not certified to remove any of that.
So they haven't, the, the enterpriselevel of water hasn't spent the
money to go and certify their units.
And so there's a lot of smokeand mirrors out there in water.
(43:30):
So my recommendation is.
You can bottle your own waterat home with an AquaTru.
It's very cost effective.
I mean, our units are justa couple hundred dollars.
And, um, Really long filter life.
And take it with you.
my whole family has, has water bottles.
My daughter goes to school with apretty good size one for a little girl.
(43:51):
And, um, Yeah, because I've actuallythought about those filters because I
like to see them, you know, when you'rein the airport or even at her school,
they have one of those, I'm like, Iguarantee they're not filtering that well.
And obviously there's no way to tellother than, I guess, some water test kit.
But like you're saying, there'sno real tests out there anyway,
(44:12):
Well, I mean, you know, like they'rejust people, there are tests that
people can do to certify their water.
I mean, it's really expensive.
And so we've spent hundreds of thousandsof dollars on certifying and doing third
party validation for our products here.
And so we're taking that consumertesting that we've done and we're
applying it to the enterprise space.
We're using the same filtration that's,that's really, um, specific to AquaTrue.
(44:35):
So I look forward to thosegetting in on the market.
And I think, like, one thingabout, like, fridge filters, so
When you purify with pressure,it's a little better, like you
need pressure to purify water.
So fridge, fridge filters, like look,like if you're going to have some ice
out of your fridge, the most importantthing is that you're buying a high
(44:59):
quality carbon filter for your fridge.
Don't go on Amazon, don't buy the cheapestone, make NSF standards because look,
like people like to have ice water, right?
And so, There's some things thatyou can do, but like, like taking
the shortcut isn't going to helpyou there, so do the research on the
(45:20):
fridge filter for your ice and makesure it's certified to NSF standards
and understand what it's taking out.
And then also, It's really important thatyou stay on top of your filter changes.
So with, not with AquaTrue, becausewe have the way our system works,
it lets you know there's a filterchange, and then we also have like
a window of period that allows youto go out and replace the filter.
(45:44):
But with like a picture filter,for instance, This is what
really people don't understand.
When you don't change a pitcher filteron time, and there's no, nothing to tell
you, like it's time to change the filter,you're actually, like, if it gets, if that
filter gets absorbed with water, you'resuper dosing your water with contaminants.
I, that, I learned that because with thefiltration of AquaTrue, there's still
(46:07):
water that is left in the reservoir,but it's, you guys are very clear and
say, do not consume that, dump it out.
Yes, like, yeah, yeah, for sure.
So there's a little bit of waterleft over, but I think it's really
important that this is such a big topicand it's so important for our kids.
Like we don't want our kidsdrinking fluoride water.
(46:28):
We don't want them, you know,with microplastics in their water.
Like if we can try and keep themwithout the toxic burden and free
from environmental toxins, it's reallyimportant as a society that we do so.
And that's why we're so.
Passionate at our companyabout what we do Yeah,
(46:49):
has been in the news, politics, andlike, this isn't a political thing.
It's literally like it's, it's right here.
And definitely I urge everyone again, EWG.
org, just go type in your zip code,see what happens and learn some stuff.
My wife was frightened.
Yeah,
(47:10):
after you go through your results,scroll down because they will tell
you exactly like what different typesof water filtration will remove those
contaminants from your water and you'llsee see reverse osmosis, you know, so
that's why we're so proud to be, we'rethe first patented countertop RO system
and we have something for every family.
(47:32):
So we're, we're really proud of the impactthat we're having on people's health.
It's great.
Yeah, no, I just scrolled down.
I'm like, Oh, yeah, a lotof checkboxes against R.
O.
There.
So awesome.
Helen.
Well, is there anything that, um,I felt like I should have asked you
that that we want to leave folks with?
And as you think of that, I just wantto shout out, you know, definitely.
(47:54):
AquaTru is awesome.
You do have air doctors.
So the whole air purifying sideof things, I don't really have
time to dive into all that.
Maybe you can give us a littlescoop, but obviously these
contaminants are everywhere.
Um, but I'll, I'll have some linksthat you probably have seen or, or
dropping the show notes to, uh, youknow, how to basically get this for
yourself, um, and, uh, ideal livingis the company that, you know, kind
(48:17):
of basically makes all of these.
Awesome.
And yeah, I mean, I think as faras like big ideas and partnerships,
I just think that nothing.
Nothing replaces personal relationships,you know, and building relationships with
people is number one, you know and alsoreally just being honest and and just
coming from a point and wanting to dogood on the planet like that that's just
(48:40):
a really great place to start and thenas it relates to ideal living and our
purpose Our mission is that everybody hasthe right to pure water and clean air.
And so that's what wakes us up every day.
And so if you're looking to, youknow, learn more about non toxic
(49:02):
home, air purification, waterpurification, like I made, I said
earlier, like you can always find me.
Yeah.
Yeah.
Well, and you guys, you guys haveyour own obviously Instagram.
AquaTru does air doctor pro.
So you just check them out there.
Is there anywhere else they should go tolearn more maybe on, uh, ideal living?
(49:22):
Like, are there sure?
There's all sorts ofscience out there too,
So, yeah, I mean, uh, we have all ofour science on our, on our website.
So, at airdoctor.
com and at AquaTru.
com, like, we're verytransparent about our science.
And then also, um, from thecompany standpoint, you can
check us out on LinkedIn.
Um, we're on all the socials.
(49:43):
And you can also findme at Helen Crestoni.
Awesome.
Well, thank you, Helen.
I appreciate it.
And, uh, I've learned a ton.
I can't wait to use someof those enterprise ones.
I want to see him in the wild, so
Oh, awesome.
Yeah.
Anytime.
Yeah.
If you're in LA, come through.
We have them all over the office.
So super nice to talk to you.
Yeah.
Joe, this was great.
All
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com