June 10, 2025 • 42 mins
Trevor Crump and Mark Goldheart dive into the impending AI content revolution and its impact on brand differentiation. They explore how the flood of AI-generated content will force brands to stand out through real-life experiences and authentic connections. The duo discusses examples like Taylor Swift's concerts and Joe Rogan's podcasts, highlighting the importance of creating unique, memorable moments in an increasingly digital world.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Discussion around differentiation probably has
never been more important thanin this very second that we're
talking right now.
If you just look like everybodyelse and you've been struggling
to grow, then you are.
You're out of business by thetime you listen to this podcast,
whether it's immediately or sixmonths down the road, like
you're going to be hurting bigtime, big time, like if you are
(00:28):
plateauing or on the declineright now and this is about to
come.
It is going to hurt you so muchmore if you're not like.
What can I do different?
How can I stand out, yo, what'sgoing on everybody?
Welcome to the unstoppablemarketer podcast with me, as
always, mark Goldhart.
Mark, how are you?
We're just coming off ofMemorial Day weekend.
For those of you who arelistening to this, two weeks
(00:48):
later or whatever.
Speaker 2 (00:50):
Yes.
Speaker 1 (00:51):
Did you have a good Memorial.
Speaker 2 (00:53):
I did.
I saw some things.
Speaker 1 (00:58):
Nice.
What does that even mean?
Speaker 2 (01:00):
This was out in the world.
Was your family gone?
Speaker 1 (01:08):
Yeah, they were, you were were solo, I was solo dolo.
Yeah, you were somewhere inlike rural utah uh, the west
west desert I was.
Speaker 2 (01:14):
I was where men don't wander very often you were
where what's?
Speaker 1 (01:19):
Susan Powell was buried somewhere out there.
Yeah, that's, I mean the GPStracker.
Speaker 2 (01:32):
I can't remember.
Is it really there?
Speaker 1 (01:33):
It's the West Desert for sure.
Speaker 2 (01:35):
Yeah, but there's like I mean Well, it's two
things.
Speaker 1 (01:38):
They had a GPS, or like his phone.
Speaker 2 (01:40):
Is kind of two different things His phone
pinged out.
Speaker 1 (01:43):
in the West Desert the same night she went missing.
It was like a wild snowstormand then all of his kids, when
they were interviewed by thepolice, were like we were
driving.
Speaker 2 (01:53):
It was in a collapsed mine shaft out West.
Speaker 1 (01:56):
That's where you just were, or where they think she
is.
Speaker 2 (02:00):
No see, I don't.
I don't know if it was you knowwhat.
I'll try to find out.
Speaker 1 (02:05):
But Go listen to the cold podcast, if you ever.
Speaker 2 (02:09):
We'll find out.
Speaker 1 (02:10):
Are you listening to it right now?
It's good, it's phenomenal.
Yeah, for those of you whodon't know, this is like a.
Speaker 2 (02:16):
It was in a mine.
Speaker 1 (02:17):
Missing murder case of Susan Powell.
And I saw your moose.
Speaker 2 (02:20):
And I got a moose, antler.
Speaker 1 (02:22):
That shit was shed, that was shed, that was shed.
Yeah, that's not your storiesyeah, cool, cool stuff.
Speaker 2 (02:27):
And went to a wildlife refuge out there in the
desert.
There's an oasis out there.
Did you know that?
No, there's pelicans and ohcool migratory birds.
I just swam.
I had some pronghorn runningnext to my car at like 35 miles
an hour.
That's cool.
The fox hunting yeah, it'spretty beautiful.
Speaker 1 (02:46):
That's awesome.
Yeah, I just swam, playedtennis, that's cool.
And pickleball, pickleball,pickleball tournament.
I was the champion.
Speaker 2 (02:56):
With your family.
Speaker 1 (02:56):
Yeah, me and my grandma, Grandma Peggy.
We haven't talked about GrandmaPeggy, oh.
Speaker 2 (03:05):
In Peggy.
Oh, in a long time.
Speaker 1 (03:06):
Shout out Grandma Peggy, podcast favorite Grandma
Peggy, she's got a little zip inHer and I were the champions In
her swing still huh, justsaying Shout out to G-Peg.
Speaker 2 (03:11):
What I was thinking about on some of my adventures
recently, because I take my kidsout a lot.
One of the comments I alwaysget from people is like there's
a lot of dads that like want todo it, lot of dads that like
want to do it but don't becausethey don't have anyone to like
guide them, show them the ropes.
Yeah, yeah, like a lot of gooddads our age.
Yeah, you know, maybe they wentcamping a little bit when
(03:31):
they're kids, but they're like Iwant to go have some adventures
with my kids but then likethere's a barrier of entry
there's for sure a barrier ofentry.
I was thinking like man, shouldI either make content around
that or should I to help people?
Like you know me, I don'treally care too much about the
(03:52):
influencing game.
I respect the influencing game.
But I was like, do I help dads,like do this or do you create
an experience?
But then I was thinking aboutAI and I'm like is there for
brands to think about?
There's going to be anavalanche of AI content in the
next five years.
I mean like there's going to beso much content and especially
as it becomes better and betterand it becomes indistinguishable
(04:14):
.
Right From quote real life life.
content like real content ormanmade content is what we'll
call it Manmade versus ai right,especially with the uh google.
Speaker 1 (04:29):
What was the new google model?
Speaker 2 (04:30):
veo veo yeah um, so the value there, right, is going
to drop pretty dramatically.
So it's probably going to getdispersed into real life
experiences.
Because I like, because I'mdoing these things out in the
wild, I'm like, well, hey, Ican't replicate like feeling,
(04:51):
right, a moose antler for me,sure, but it can't replicate a
video, sure, yeah yeah, like thevideo you posted could totally
be fake.
Yeah, easily, yeah, so where Imean, where do brands go?
Cause there there's going to bewell, there's going to be a
deluge of a huge revolution soon.
(05:12):
Like the same thing with, likeWaymo.
Like Waymo is going crazy inSan Francisco and Austin and I
think it's overtaking Uber.
Yeah, I think it did overtakeUber in one of those cities and
soon will in the other, Really,and so okay.
So if Waymo is taking that manyrides out, like Uber is going
(05:34):
to go down.
But then what does that mean inthe long run, the next five
years, for cars, how many peoplewill even want to drive a car?
How many people won't buy a carnow because Waymo is so easy
and so fast or that they justtake Waymo to work?
Yeah, like I don't want tospend $600 a month on a brand
(05:57):
new car.
Speaker 1 (05:57):
I can spend $150 on something that's always here
within five minutes A car gas,you know.
Yeah, yeah, insurance, yeah.
Speaker 2 (06:10):
So you eliminate all that.
You just take a Waymo whereveryou want to go.
Yeah so like there's going tobe that huge transformation in
auto, I think, over the nextfive to 10 years.
So what does it mean for likecontent too, like that, that big
gap?
Speaker 1 (06:28):
it's like it's getting bigger and bigger, right
like this exponential growthcurve of ai content is just at
its infancy well, this is what'sgoing to happen, and then it's
going to go you know, throughthe roof the, the, what's
interesting about content and I,and maybe I'm maybe I'm
oversimplifying what's about tohappen, but if you just take
(06:48):
like TikTok, and in the earlystages of TikTok, do you
remember what was the most?
What was it?
What was everybody doing onTikTok in the very, very early
stages?
That?
I feel like it's the same thingthey're doing now kind of it was
just dancing, yeah, dancing andtrends but and yes, they're
(07:09):
there that definitely stillexists out there.
But what happened was dancingand trends helped you skyrocket
views and growth in the earlystages because there was such a
low supply of that content, eventhough it's what everyone was
(07:34):
doing at the time, but thedemand was so high for just
different content.
Right, and what's about tohappen with.
Speaker 2 (07:39):
Well, I, I would, I would I think we have to zoom
out a little bit here and sorryfor our listeners.
This is going to be a prettyexploratory conversation.
Hopefully you guys have had thesame thoughts.
But if you go back to whenTikTok was launching, there was
a cultural shift there wherepeople wanted more levity.
Speaker 1 (08:03):
For sure, things had gotten really heavy things
seemed to get heavy, likeeverything was a little heavy
yeah, it was like so the brandswere going in a way of like so
take a documentary, emotionalyeah connection.
And then you have covid.
That made that even more heavy.
(08:25):
Yes, and so you're right.
The trend of levity which waslike I just need something,
maybe mindless, we're just girlshaving fun.
I'm just.
Speaker 2 (08:35):
I'm just a guy doing a cool dance.
Speaker 1 (08:37):
I mean, listen, I've watched.
I think some of these likesometimes like you see guys like
who are like doing these, likedances, that, and they're like
making like funny, like notfunny faces but like sexy faces
at the camera, and you're likeI've watched those videos before
because they are likemesmerizing.
But at the end of the day I'mlike that's such a dumb video.
But I did watch it, like Iwatched the whole thing.
You know might have only been20 seconds, but I consumed all
(09:01):
20 of them.
Yeah, so like, whether it'sstuff I wanted to watch or not,
I it's just mine.
Yeah, so there's just some fastfood, yeah, so so I think what's
going to happen with AI isyou're going to have especially
in the brand case, right Likeyou're going to have creators do
this and you're going to havebrands do this, where, hey, I
(09:25):
have struggled so much to eitherinvest time or money into
content I know it's importantyou're going to have people who
are going to jump on the trainearly and it is going to work in
early stages.
Um yeah, right?
Speaker 2 (09:35):
no, it'll, it'll work and it's going to work for a
while.
Speaker 1 (09:37):
But but what will happen is there will get a point
where I think people will startto recognize the same way, like
trends, like okay, I've seenenough of this, I don't need to
see these dances anymore.
And yes, you're right, thereare.
Speaker 2 (09:52):
There are still some that is an argument to say that
those trends are acceleratingtoo.
What do you mean?
Well, what I mean by that is,as tiktok has grown, the trends
don't seem to last quite as long.
Sure, because you have morepeople that do it right, like
there's this kind of like newthing.
Then it turns into the oldthing Right, and in pop culture,
(10:15):
those new things to old thingslasted longer in the 90s and
2000s right, right, and so whatyou're saying is the window it
seems like the windows keepgetting shorter and shorter
because attention span.
It could be a question ofattention span.
Speaker 1 (10:28):
It also could be the fact that another thing or just
the fact that, like there'salways something quote new.
Totally, and that's probablymore so what I think it is.
Yes, attention span, of course.
Speaker 2 (10:35):
So there's new and old and the window of new and
old, but somebody's coming upwith a new thing all the time.
Speaker 1 (10:40):
So, whether it's that or what I'm saying, I think
that the concept is the same,which is this AI content is
going to take off and people aregoing to.
People are not going to be ableto tell the difference between
it, right?
Speaker 2 (10:52):
Correct, they're very soon.
You will not be able to knowthe difference, you will not be
able to know the difference.
Speaker 1 (10:56):
But eventually, what is going to start to happen?
Speaker 2 (10:59):
They call that the uncanny valley yeah.
Speaker 1 (11:01):
You're going to start to realize like content.
You're gonna start, I thinkconsumers are gonna start to
look at content differentlybecause it's like, hey, I don't
know what's real anymore, so doI want?
Like, is this is cool if thesefour boys who have this cool
dance routine are just all fake?
Speaker 2 (11:19):
fake?
Speaker 1 (11:20):
I don't know anymore so is that that cool anymore?
Speaker 2 (11:24):
So the question is and there's a good answer to say
no.
Speaker 1 (11:27):
Right.
Speaker 2 (11:29):
I can see this going both ways and it'll be
interesting to see how it playsout which is when people started
outsourcing manufacturing toChina.
You know China was alwayslabeled as cheap and low quality
, right, but a lot of peopleargued that, well, people will
still favor American madebecause it's better or more
(11:51):
quality, or Japanese made, oryou know whatever Cause.
Japanese had, you know,reputation for high quality too,
but they were more expensive.
Japanese made stuff and andAmerican made stuff were more
expensive than Chinese madestuff.
But it kind of turned out thata lot of people ended up not
really caring and they justwanted cheap, more stuff that
(12:12):
was cheap.
So instead of having fewer goodthings, people just decided
that they wanted more cheapthings.
Yeah On, you know we're talkingaverages here.
Sure, Most people.
Yeah, right, instead of gettinglike a really nice pair of
pants that'll last you for fiveto ten years on.
You know we're talking toaverages here.
Sure, most people.
Yeah Right, instead of gettinglike a really nice pair of pants
that'll last you for five to 10years, a lot of people just
like, ah, I don't care, yeah, Iwon't wear it to the pants for
(12:33):
five to 10 years, so I'll justget the pants that I'll that'll
wear out in one.
Speaker 1 (12:39):
Yeah.
And then still want to wearthose pants.
Speaker 2 (12:41):
I'd rather buy a cheap one for $20 to $80 than a
really nice one for $250.
Speaker 1 (12:46):
Yeah.
Speaker 2 (12:47):
So there's an argument to say with AI.
What I'm trying to say here iswith AI content.
I don't know if my gut tells methat people will have a natural
kind of disgust to it, likeit's not cool when you know it's
AI.
Right so if you can't tell ifit's ai or not, like the
(13:12):
question is, do they kind oftune everything out, yeah?
Or do they say I don't reallycare, I'm just?
Speaker 1 (13:17):
doing scrolling, yeah .
Yeah, I don't know what theanswer is.
Speaker 2 (13:23):
Like I don't care because I don't know the
difference, which is very Matrix, dystopic.
Speaker 1 (13:30):
But what's been very interesting and it stayed true,
through athletes, celebrities,so we kind of have the famous,
the hierarchy of fame, and Idon't even know if hierarchy of
fame is the right word attentionbut you got athletes Michael
(13:51):
Jordan, people look up to himright.
Then you got celebrities andactors right, like so that would
be actors and musicians yeah,right, yeah, musicians.
And then you got influencerswho are nobodies.
That became somebody yeah right,yeah, and not through a
(14:14):
necessarily a specific typicaltalent.
Hey, you're really good atacting.
Hey, you're really good yeahyeah right yeah, okay so there's
this, so there's this hierarchy.
So, although I would hierarchy.
Speaker 2 (14:24):
So, although I would say celebrities, I just for the
sake just call it celebrities,but I would separate those two
which which two celebrities, andmusicians and actors.
Speaker 1 (14:34):
Okay, so like we got, you got celebrities is fine.
Celebrities, musicians,influencers, yeah.
Creators yeah Right, you putcreators and influencers.
So the point I'm trying to makeis long before TikTok and long
(14:54):
before social media, we werefixated on individuals.
Speaker 2 (15:00):
Well, since the beginning of time, yeah, yeah.
Speaker 1 (15:02):
Like my grandpa, who's grandma, peggy's husband
lee, he has been obsessed withjohn wayne, like he loves john
wayne, like he is the like, andthat he learned about john wayne
probably through people tend tolike people.
Speaker 2 (15:20):
Yeah, I think it's that simple and then people who
do quote what they see asextraordinary or Aligned
alignment type actions with them.
Speaker 1 (15:32):
Yeah like though they'll always gravitate so the
question is, as you have so muchContent that is going to be
fake and as people start torealize I don't know what is
real versus what is fake.
Therefore, I'm going to startto put more of an emphasis on
(15:53):
everything being fake versusthings being more real that I am
now going to be interested in,the people who have a face and
have had a face before this AIcontent flooded the market.
I know who Kim Kardashian isbecause she's been around for 10
(16:18):
years or 15 years or whatever.
Yeah, and she's showing mevideos of her yeah, I know who
trevor crump is because he'sbeen creating videos for the
last five years and I can tellthat this is real.
Is that are people I who arecreating content now and who
(16:38):
start creating content now,before this deluge of fake
content?
Speaker 2 (16:41):
I think it's, I think it's later to be rewarded.
I think it's later, I think yes, ish, okay, yes, ish, maybe,
ish.
And I have an example of why Ithink that.
And it's taylor swift, okay,okay, what did I think?
When we are thinking of content, let's let's think about the
music industry, because themusic industry already went
(17:03):
through something similar tothis.
Speaker 1 (17:05):
Okay.
Speaker 2 (17:06):
Which is what happened when streaming became
mainstream.
Speaker 1 (17:10):
Okay, when like like Apple music, for example, or
Spotify and Apple.
Speaker 2 (17:17):
Yeah, what happened to the music industry?
What happened to albums?
Albums used to be the numberone way for them to make money,
and sure, but now you hadeveryone's album, everyone's
song, readily available wheneveryou wanted it, right, okay, so
what?
What happened with Taylor Swiftis I don't know.
(17:39):
Well, yeah, she's a greatmusician, ish, right, well,
she's a good musician listen.
Speaker 1 (17:46):
You don't like her music, but there's no doubt that
she's a fantastic musician yes,no doubt.
Speaker 2 (17:53):
Yeah, I'm not like that.
Speaker 1 (17:55):
It's not my type of music listen anytime we talk
negatively about taylor swift,we've been decimated.
I wouldn't say decimated, butyou get some crazy people it's
fine yeah, she is a great I'mnot a pop guy though artist, but
this is not your cup of tea,the same way that the people who
like taylor Swift may not belistening to Metallica, who is
(18:16):
also a fantastic artist.
Speaker 2 (18:19):
Yes, they're both great Go on.
Speaker 1 (18:22):
What happened to Taylor Swift.
Speaker 2 (18:25):
Why is she the number one artist?
Is it just because of her music?
I would strongly argue there'sno way.
It's because she created liveexperiences.
Live experiences that turn intoa movement that people feel
like they need to get a part of.
Speaker 1 (18:44):
Yeah, I think you mix that with also her music dude.
Speaker 2 (18:47):
I'm not discounting her music, her music kind of
creates some of the experiencesfor people, right, but it's not
just the music.
Yeah, yeah, it was this wholeexperience that she did with her
tours, her tours, her tours herEaster eggs within songs, Like
she created these experiences.
For people it wasn't, and I knowmusic is an experience All
right, so don't come after me.
People, I get it.
(19:07):
People love her songs, but Ithink people love her songs even
more because of the naturalmomentum that Taylor Swift
carries with it, right Like thisidea of being part of something
.
Speaker 1 (19:22):
Yeah.
Speaker 2 (19:23):
So that's what I'm saying is, music carries more
weight when you're a part ofsomething.
Because of the music, okay, andshe created experiences and
live experiences, real lifeexperiences for people, and I
think that's what has partlycarried her music.
A lot of people went to herconcerts and came away taylor
swift fans.
Because of the experience.
Speaker 1 (19:44):
Oh, totally, like that was documented, like a lot
of people were like, oh wow,like she is incredible, totally
I went to my wife, just went andwatched it in theaters because
my girls wanted to, okay, andshe was like I actually really
like her music now, not that sheever is, you know, she was just
indifferent with it you knowyeah it's on, you know, yeah so
(20:07):
different.
Speaker 2 (20:09):
So what I'm trying to get to here with brands and how
do you look at taylor, swift, Imean, and what she did like
when there was an avalanche, anoversupply of content, how do
you stand out?
yes and then how do you createsomething outside of just this
(20:30):
inundated environment?
Like the inundated environmentis going to be your social media
channels yeah, you're gonnahave so much content, so much
you know competing content inbrands and whatever.
Yeah, Well, how do you createsomething that's a little
outside of that?
So, obviously, your productlike you can do that through
(20:51):
your product and virality ofyour product or whatever, like
how good of the actual humanexperiences with your product.
But I do wonder if this is a adoor opening for people to
create real life experiences andcommunities again, Like that
was a big topic back in.
Speaker 1 (21:07):
Well, that's already kind of the 2000.
Speaker 2 (21:10):
Oh yeah, I remember.
I remember back in 2015 to 2020.
Speaker 1 (21:12):
Yeah, In 2018, we were.
We were creating experienceswhen we were working on the
brand side of things all thetime, and it was awesome, you
know like a person who does agood job of that is uh, what's
her name?
Speaker 2 (21:24):
like sammy clark yeah I know that she's done some
like big meetups for her fitnessyeah, it seems like people in
the fitness space these big formmeetups and stuff like where
you go and you have anexperience and, of course,
that's such a small percentageof people that make it like
think about Taylor Swift fans.
How many have actually gone toa concert?
(21:44):
Yeah, a small percentage.
Speaker 1 (21:46):
Totally.
Speaker 2 (21:48):
But the concerts have created this movement and this
image.
Speaker 1 (21:53):
And just so much content that, even though you
and content, yes, and contentwatching the content of her
doing, even though you andcontent, yes and content
watching the content of herdoing these crazy things and
experiencing the show.
Speaker 2 (22:02):
So I do wonder, like is that the next move for brands
?
Is it like how do you createreal life experiences?
Well, I mean, I mean real lifemoments kind of that's kind of
researched.
Speaker 1 (22:11):
So it was like I felt like 2018 was kind of the end
of that.
Everyone still talked aboutcommunities.
Covid could have put like akibosh to it, because you can't.
Speaker 2 (22:23):
It did, yeah, a little bit.
Speaker 1 (22:25):
And then it almost seemed like the last two years,
2023 and even now that that reallife experiences have started
to become a bigger thing.
Right Like run clubs, researchrun clubs, like massively you
have mom walk groups, right yeah.
Speaker 2 (22:44):
It seems to be like really easy Tickets have never
been more in demand.
Speaker 1 (22:48):
It seems to be really easy to do this without like a
someone who has something in theoutdoors or the workout space,
like that seems like a very like.
We work with a client right nowwho's doing like a fishing
experience yes, right, andthat's gonna blow up.
They've got they've got tens ofthousands of subscribers to
their, to their product and it'san outdoor product, and they're
(23:10):
about to do this big fishingexperience and people are
signing up like crazy.
Yeah, like it's gonna go up.
Uh, roca the sunglasses uh-huhthey have like a strala.
You know strala, strala is likea.
It's a community, onlinecommunity where you can, that
you can, host different events,and they're they're they're
sunglasses brand that is verymuch, uh like, they support,
(23:35):
they, they sponsor the crossfitGames.
They're not sunglasses forsomebody who's just fashion
style, they're sunglasses forsomebody who's fishing.
They're sunglasses for somebodywho's playing tennis, they're
sunglasses for somebody who'sgolfing.
That's what they're trying todo, and so they create all these
events, these triathlete events, these marathons.
They have like 600, followersin that like community yeah you
(24:01):
know, so it's made a resurgence.
Speaker 2 (24:05):
It's really easy to do, I think, in the outdoor
space and in the exercise I meanbecause taylor subsidy is a
good example, because it's easyto do concerts, because that's
part of the deal, that's justyeah, that's just when you're a
musician yeah.
But what she did with herconcerts is not ordinary yeah,
she she created with theexperience and and what she did
(24:26):
with those tours and the hype.
Speaker 1 (24:28):
Well, she just, she went like 365 days straight yeah
, it's not.
Speaker 2 (24:32):
That's not ordinary number all.
Speaker 1 (24:33):
Number one.
Number two her concerts arelike three hours or four hours
versus like a typical concert is.
Are they that long?
Speaker 2 (24:44):
I think they are my other point in this conversation
was going to be Joe Rogan.
Speaker 1 (24:50):
Okay.
Speaker 2 (24:53):
Because, with an inundation of content, podcasts
like Joe Rogan still is kind ofthe clear leader in podcasts.
Speaker 1 (25:03):
Yeah.
Speaker 2 (25:04):
And well, is that because he's Joe Rogan or is it
because he has these?
He still does a format that'slike hey, three, four hours long
, I just bring in people.
We talk in a way that you can'treally get right.
There's no curation around it.
Really, it feels raw, it feelsquote authentic yeah, yeah, but
(25:24):
I think, does that continue tostand out like?
is that something that brandsalso have to figure out?
Like, hey, you want to standout, you got to create like
longer, more real things.
I don't know, because I knowpodcast is a different form.
Speaker 1 (25:35):
Right, you're not necessarily going I think we're
kind of getting two differentthings, not not mixed up, but
we're talking about Two slightlydifferent things that are the
same.
One is like you were talkingabout real life experiences
Versus like differentiation.
Right right, so you, likeTaylor Swift, didn't create a
real life experience.
Concerts have been aroundForever she's been touring.
Speaker 2 (25:54):
She differentiated hers in some really big ways.
Touring she differentiated hersand, but she differentiated how
it works, right?
Speaker 1 (25:59):
uh, another, another group, that's like.
We have you heard of thesavannah bananas yes, that's
another good example.
Speaker 2 (26:06):
That's a live event baseball, it's been a declining,
if I recall and the savannahbananas never would have been a
thing 20 years ago.
Speaker 1 (26:13):
I'm telling you, no one would have gone but this guy
, if you haven't heard of thesavanas, he just he did a bunch
of market research to figure outwhat is the most.
What do people not like about?
Speaker 2 (26:21):
it's the Harlem Globetrotters of baseball.
Speaker 1 (26:23):
Yeah, but but it's an act.
But it still has the purity ofbaseball, where Harlem
Globetrotters doesn't as muchright, they're not really
playing basketball.
Speaker 2 (26:34):
I would not call the savannah bananas playing
baseball oh, they're playing afull game, yeah the clips you
see they're not, are few and farbetween.
Speaker 1 (26:42):
Yeah, but I would not call yeah like I've talked to
people who've gone to a gamethey're like you're watching.
You're watching an actualbaseball game, right, you're.
Speaker 2 (26:49):
Just, it's only an hour and a half, so it can't go
longer the globetrotters arebasketball games, but
nonetheless, we don't need totalk, we don't need to argue.
I think it's the same yeah,it's, it's it's.
Speaker 1 (26:57):
They just differentiated the game.
Yeah right, so the baseballpurist is not going to go watch
savannah and they did it in away that's a live event.
Speaker 2 (27:04):
Yeah, so.
Speaker 1 (27:05):
So I think differentiation is key.
I feel like we talk about itall the time and sometimes mark,
and I get super like I don'tknow if it's self-conscious or
bored anytime we talk about theword differentiation, because I
feel like it's like thereoccurring from ads yeah, I
mean, it's your email strategyto your product, to your
anything is content it's like.
(27:26):
But here we are back at it again.
Right, joe rogan works for twoways.
He worked number one because,yes, he was joe rogan.
Two, he was so differentbecause he just rogan was not
that big of a name.
Speaker 2 (27:37):
No, he wasn't.
Speaker 1 (27:38):
He's the fear factor guy in fact, he was on the
decline.
Yeah right, he was the fearfactor, because he was huge at
fear factor and then fear factorshut down and I hadn't heard of
joe rogan for years outside ofmma because he was involved in
mma yeah, but mma didn't growuntil later yeah because podcast
grew faster than yeah so hejust differentiated it right.
(28:00):
He didn't grow until later yeah,because podcasts grew faster
than yeah, so he justdifferentiated it right.
He didn't do anythingexperiential, he just
differentiated the listening.
I guess experience you go froman hour-long podcast like these
to a three-hour-long podcast, toTo just Talking to a CIA agent
who's talking about how yeah,just just open honest
conversations yeah like, howdoes that work for brands?
Speaker 2 (28:21):
I don't know, but I do think you should be really
thinking about every day, rightnow, that like hey, you're going
to have an avalanche, and Imean that like entirely.
You are going to see the amountof content being uploaded onto
Instagram and on a TikTok go up10 fold or a hundred fold, from
(28:41):
both organic and a paid adperspective.
Yes, 10 to a hundred fold inthe next three years.
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Well, what we haven't eventalked about, like we're talking
about one chat chat?
Gpt's put out a new thing.
They put that out a few monthsago.
Google's new video video bayo.
That just happened.
Was it over the weekend?
Speaker 2 (29:49):
yeah, and I mean, if you don't think that model is
gonna, you know, chat gpt'sgonna have their model in a
month and then someone else intwo months and then metas, metas
for you advertisers.
Speaker 1 (29:57):
Metas put out their own creative.
Like you know, zuckerberg cameout and said hey, we're trying
to make it so that you don'teven have to upload your own
creative, you can just create itwithin here yeah you know.
So there's going to be such aflood of content that the
discussion arounddifferentiation probably has
never been more important thanin this very second that we're
(30:19):
talking right now.
Because if you're not, if youjust look like everybody else
and you've been struggling andyou're- just doing everything.
Speaker 2 (30:27):
Yeah, and you're not doing anything different.
Speaker 1 (30:28):
Then you are, you're out of business.
Like by the time you listen tothis podcast, whether it's
immediately or six months downthe road, like you're going to
be hurting big time, like if youare plateauing or on the
decline right now and this isabout to come, it is going to
hurt you so much more.
(30:49):
If you're not.
Like, what can I do different?
How can I stand out?
Speaker 2 (30:54):
I think, live because you have a we've done what was
our first one called theadpocalypse.
Speaker 1 (30:58):
That was our first podcast yeah, I think our very
first episode's called like thewell, we're going to talk more
about this and we'll call it theaipocalypse, because that's the
marketing apocalypse is what wecalled it, I think and the
whole concept of that was likelook at all this technology
that's only making things harder, was kind of the concept.
Right, we like broke downattribution, like well, it was
because that was like ios 14 andhow?
(31:19):
Yeah, that was how it wasn'treally real to begin with but
yeah, yeah so, but this is awhole different game.
Speaker 2 (31:25):
This is, hey you got to think about.
Things are going to change sorapidly that you just have to be
prepared, especially in yourcontent and ad game.
Speaker 1 (31:40):
Which is attention.
Yeah, how do you get attention?
Essentially, what does it?
Speaker 2 (31:43):
mean when there's gonna be a hundred to a thousand
times more content out there.
Speaker 1 (31:49):
And what's it gonna look like?
When everybody's brand can looklike?
Literally, you're gonna be ableto say hey, I want my brand to
look like our place.
I'm using Our Place becausethey're blowing up right now on
social media they're akitchenware brand.
Give me a brand exactly likeOur Place.
Speaker 2 (32:04):
Boom, you have one.
Speaker 1 (32:05):
Done, something that used to cost $30,000.
Done, but I do agree with you.
Speaker 2 (32:10):
Real people.
I think there will be a premiumin real.
I don't know because, again, Ithink there will be a premium in
real.
I don't know because, again, alot of people argued that
American higher quality would bemore important.
But I think content's a littledifferent.
There's somethingEntertainment's different.
It is different.
People do want and value thereal.
That's why live events arestill a big deal.
(32:31):
Going to live and watching liveevents is a big deal because
there's something real about it.
There's something unknown aboutit.
Speaker 1 (32:38):
There's something unknown about it totally where
like camping is so big forpeople.
It's why the outdoor I mean, wewere just talking to grace, and
here's our podcast.
You know our podcast, uh,producer phil blab, like he was
just in zions and like we werejust talking about how, like we
used to be able to just drive upthrough zions.
(32:58):
If you don't know what zions islike, it's a beautiful national
park here in utah and you canjust drive through it.
You didn't even have to go getout of your car to experience
the beauty.
It's like it's probably thesame.
I've never driven throughyosemite, but I'm sure it's very
similar.
Because you can just drivethrough yosemite.
You can't even drive throughscience anymore because of how
crowded it is, busy it's got,because of how people want that
(33:21):
experience.
Which is so crazy to me Everygolf course here in Utah.
Speaker 2 (33:26):
Always booked.
Speaker 1 (33:27):
Yeah, like the the average, if I remember I could
be off so, but if I rememberright, country clubs liked being
at like 65 ish percent capacity.
Now there's not a singlecountry club here in Utah that's
not at like 95% capacity.
The whole purpose of joining acountry club is the fact that I
don't have to have somebodyhitting into me and I don't have
(33:48):
to wait on a tee.
But like you go to a countryclub and you're waiting on the
tee box.
It's like a municipal golfcourse because there's so many
people golfing what used to bean 18 hole.
Like I used to be able to getto 18 holes in like three and a
half to four hours.
I played on Friday and it wasfive.
Speaker 2 (34:04):
Because there's that many people and it was midday.
Speaker 1 (34:07):
It wasn't like Friday after work.
It wasn't Friday at 8 am, itwas Friday at one.
Speaker 2 (34:12):
Where golf was.
I wasn't home until 645.
Yeah, no one cared about golf,you know, 10 years ago.
Speaker 1 (34:19):
Yeah, so there is this crave for experience.
Speaker 2 (34:21):
I'm sorry, some people cared about golf, but
post-COVID, covid just shot itup right.
Huge golf boom, because peoplewanted out.
Get me out of my house and thenpeople learned the game, loved
it and now it's growing.
Speaker 1 (34:32):
And content shot up during COVID too, because people
were on their phones.
Video games have shot up.
You've got Gary Vee.
Have you heard some of thestuff Gary Vee is saying right
now about AI?
No, I'm realizing how much moreI just don't like that guy.
Like I know he's an original, Ijust don't like the things he
says.
Sometimes.
I shouldn't say that becausehe's actually brilliant and
(34:54):
smart and he's so successful.
Speaker 2 (34:55):
So me saying what I'm saying about him inspired you
so much in your early career.
Speaker 1 (35:00):
Totally, but like he's now saying, he's like I
think that sometimes bands wherehe's like your kids are going
to be married to like AI bots iswhat he's saying.
Speaker 2 (35:09):
No, he didn't.
Speaker 1 (35:10):
Yes, he did.
Yes, he did.
Ai, ai, girlfriends, ugh, and Ithink that there's going to be
that, well, sure, right, there'sgoing to be the person who is I
don't think that's ever.
Introverted, but he's saying itas if that's going to be the
norm.
Versus the Like it's going tohappen.
(35:31):
Versus the like it's gonnahappen, right, that movie, her
or whatever, of course it's likethat's gonna happen.
It's probably already ishappening.
It's right you heard about this, like it has already happened.
Did you hear about that kid whocommitted suicide because his
ai girlfriend told him to do it?
Yeah, I was like a 13 or 14year old kid.
Terrifying.
Yeah, I was like two months ago, so it's gonna happen.
But realism, real things,realism, yes.
(35:56):
Is there going to be a realismmovement?
I think so.
I think 100%, like the nextdecade will people pay premiums
for real experiences?
Speaker 2 (36:06):
I think that's already been proven.
Yes, the question is how do youincorporate that in a brand?
And we don't really know.
We're going to think more on it, but yeah, the big community
thing is interesting becauseagain, like Taylor Swift, a
concert isn't gonna be everyone.
That's your fan, yeah, butsomehow it created way more hype
(36:26):
totally around your musictotally.
Speaker 1 (36:29):
Yeah, I think going I mean, this one's always
underrated.
I feel like I could onlybecause we haven't really
figured out what the roi isn'ton it.
But like going live, I thinkthat's gonna do something on
social.
Yeah, I think live, becausethat you are you gonna be able
to fake that no I don't think sonow.
Speaker 2 (36:48):
Maybe they build something where yes, you can,
but I think you know that therewill be ways to combat it.
But yes, you can, I'm surethere's a way.
Of course, I mean not right now, but no, not right now yeah,
you know like where I click liveand we're.
Speaker 1 (37:01):
But live.
Speaker 2 (37:02):
Yeah me, messing up, me, stumbling me.
I think what was I going to sayabout Taylor Swift?
Oh, apple.
I know Apple's such a stupidexample because it's such an
obvious one that everyone alwaystalks about, but isn't the
whole?
The whole thing thatdifferentiates Apple is their
(37:24):
brand experience product andbrand experience.
Yeah, right, yeah, at theircore, that's what makes them and
has made them so different forso long.
Is that when you get their box,it opens a certain way, it
smells a certain way, it looks acertain way.
Speaker 1 (37:43):
Well, I think I've told you it makes you feel a
certain way.
I think I told you the storyone time, like when, when the
iPod, the iPhone, first came out, yes, and it had like the
silver back in 2007 I think.
Yeah, it kind of looked like theipod, but but skin the ipod of
(38:04):
the video I remember one timebecause I didn't have it, I had
like a blackberry or something Iremember one time just picking
like seeing somebody talking onone and I remember picking mine
up and pretending like, justlike kind of jokingly, and then
feeling so sheepish that I haddone it like, so somebody could
(38:25):
think that I had an iphone, youknow.
But that's kind of like theapple experience.
Now, right, it's like they'vecreated such an experience
status.
You feel like you look cooler,yeah, you're more creative.
And then they followed it upwith a good product experience,
which is like when I get a textmessage, whether I see it on my
ipad or my phone or my watch ormy desktop computer, like it's
(38:51):
all coming into one spot when I,when I create a playlist
messaging you off of an androidor not when I create a playlist.
That playlist is everywhere inmy apple music.
You know like they've done sucha great job with the product
experience as well.
Speaker 2 (39:06):
You know not just the how you feel and that's the
other thing with, like, when I'mthinking taylor, swift or
concerts is like she already hada great product, yeah, which is
the music?
Yeah, but the experience thatshe created on top of the
product.
Speaker 1 (39:19):
Yeah.
Speaker 2 (39:20):
I think is what amplified her into the next
stratosphere.
Speaker 1 (39:23):
Yeah, I think we're kind of to the stage now where
where, like, table stakes is youhave to have a good product.
Yes, yeah, because there was,there was already the flooding
of anybody can make a product inchina now on alibaba and sell
it drop shipping.
Did that right, right, likedrop shaking shipping, kind of
everybody over right to say like, okay, if you don't have a good
quality product, you know likethat's going to be tough on the
(39:47):
business, you know so.
So good quality product is nowtable stakes, but the experience
and differentiation.
Speaker 2 (39:55):
And we'll go through more AI stuff, because there's I
know maybe it's gettingover-talked, but it is it is
just, it's the thing.
I mean, this is the biggesttechnological revolution,
apocalypse is near.
Speaker 1 (40:12):
Right, it is, yeah, I mean, I think.
Speaker 2 (40:18):
This whole podcast could have been AI.
Speaker 1 (40:21):
Not a whole ton of tips From us on this one.
Besides, like, if you're notdifferentiating, you are going
to get the feeling you are goingto get the Listen.
You are probably looking atgoogle's new drop and saying I
could create my entire contentstrategy using this and the
answer is that's absolutelycorrect.
(40:43):
But just know that every one ofyour competitors is saying the
exact same thing right now.
Every one of them is.
We just got off a phone calltoday, yeah, but somebody's
saying all right, how are wegoing to use this?
and and listen, we're going towe're going, we are using it but
are we making that, but theface of the brand and every
(41:04):
single thing done?
Speaker 2 (41:04):
yeah, you're, you know the answer is no, so just
just know and just keep your earto the ground because we have
to understand as brands again,there's a big difference between
a brand selling status and abrand that's not.
Speaker 1 (41:17):
Yeah.
Speaker 2 (41:17):
You might be a brand that's trying to sell something
that is a status, and you mightbe a brand that's not selling
something that's quote status.
Yeah, you might be more of aproblem solution type brand
Right.
So, like, all of these aregoing to depend on how you
approach your brand and yourcontent strategy totally agree.
Speaker 1 (41:38):
All right, I like that marketing.
Apocalypse round two.
Next time maybe we might have aguest go touch some grass.
Speaker 2 (41:49):
Yeah, go ground yourself.
Yeah, go ground yourself.
Take your shoes off goexperience something.
Speaker 1 (41:56):
Alright, everybody, thank you for tuning in and we
will see you guys next week.
Thank you so much for listeningto the unstoppable marketer
podcast.
Please go rate and subscribethe podcast, whether it's good
or bad.
We want to hear from youbecause we always want to make
this podcast better.
If you want to get in touchwith me or give me any direct
feedback, please go follow meand get in touch with me.
(42:19):
I am at the trevor crump onboth instagram and tiktok.
Thank you, and we will see younext week.
Discussion around differentiation probably has
never been more important thanin this very second that we're
talking right now.
If you just look like everybodyelse and you've been struggling
to grow, then you are.
You're out of business by thetime you listen to this podcast,
whether it's immediately or sixmonths down the road, like
you're going to be hurting bigtime, big time, like if you are
(00:28):
plateauing or on the declineright now and this is about to
come.
It is going to hurt you so muchmore if you're not like.
What can I do different?
How can I stand out, yo, what'sgoing on everybody?
Welcome to the unstoppablemarketer podcast with me, as
always, mark Goldhart.
Mark, how are you?
We're just coming off ofMemorial Day weekend.
For those of you who arelistening to this, two weeks
(00:48):
later or whatever.
Speaker 2 (00:50):
Yes.
Speaker 1 (00:51):
Did you have a good Memorial.
Speaker 2 (00:53):
I did.
I saw some things.
Speaker 1 (00:58):
Nice.
What does that even mean?
Speaker 2 (01:00):
This was out in the world.
Was your family gone?
Speaker 1 (01:08):
Yeah, they were, you were were solo, I was solo dolo.
Yeah, you were somewhere inlike rural utah uh, the west
west desert I was.
Speaker 2 (01:14):
I was where men don't wander very often you were
where what's?
Speaker 1 (01:19):
Susan Powell was buried somewhere out there.
Yeah, that's, I mean the GPStracker.
Speaker 2 (01:32):
I can't remember.
Is it really there?
Speaker 1 (01:33):
It's the West Desert for sure.
Speaker 2 (01:35):
Yeah, but there's like I mean Well, it's two
things.
Speaker 1 (01:38):
They had a GPS, or like his phone.
Speaker 2 (01:40):
Is kind of two different things His phone
pinged out.
Speaker 1 (01:43):
in the West Desert the same night she went missing.
It was like a wild snowstormand then all of his kids, when
they were interviewed by thepolice, were like we were
driving.
Speaker 2 (01:53):
It was in a collapsed mine shaft out West.
Speaker 1 (01:56):
That's where you just were, or where they think she
is.
Speaker 2 (02:00):
No see, I don't.
I don't know if it was you knowwhat.
I'll try to find out.
Speaker 1 (02:05):
But Go listen to the cold podcast, if you ever.
Speaker 2 (02:09):
We'll find out.
Speaker 1 (02:10):
Are you listening to it right now?
It's good, it's phenomenal.
Yeah, for those of you whodon't know, this is like a.
Speaker 2 (02:16):
It was in a mine.
Speaker 1 (02:17):
Missing murder case of Susan Powell.
And I saw your moose.
Speaker 2 (02:20):
And I got a moose, antler.
Speaker 1 (02:22):
That shit was shed, that was shed, that was shed.
Yeah, that's not your storiesyeah, cool, cool stuff.
Speaker 2 (02:27):
And went to a wildlife refuge out there in the
desert.
There's an oasis out there.
Did you know that?
No, there's pelicans and ohcool migratory birds.
I just swam.
I had some pronghorn runningnext to my car at like 35 miles
an hour.
That's cool.
The fox hunting yeah, it'spretty beautiful.
Speaker 1 (02:46):
That's awesome.
Yeah, I just swam, playedtennis, that's cool.
And pickleball, pickleball,pickleball tournament.
I was the champion.
Speaker 2 (02:56):
With your family.
Speaker 1 (02:56):
Yeah, me and my grandma, Grandma Peggy.
We haven't talked about GrandmaPeggy, oh.
Speaker 2 (03:05):
In Peggy.
Oh, in a long time.
Speaker 1 (03:06):
Shout out Grandma Peggy, podcast favorite Grandma
Peggy, she's got a little zip inHer and I were the champions In
her swing still huh, justsaying Shout out to G-Peg.
Speaker 2 (03:11):
What I was thinking about on some of my adventures
recently, because I take my kidsout a lot.
One of the comments I alwaysget from people is like there's
a lot of dads that like want todo it, lot of dads that like
want to do it but don't becausethey don't have anyone to like
guide them, show them the ropes.
Yeah, yeah, like a lot of gooddads our age.
Yeah, you know, maybe they wentcamping a little bit when
(03:31):
they're kids, but they're like Iwant to go have some adventures
with my kids but then likethere's a barrier of entry
there's for sure a barrier ofentry.
I was thinking like man, shouldI either make content around
that or should I to help people?
Like you know me, I don'treally care too much about the
(03:52):
influencing game.
I respect the influencing game.
But I was like, do I help dads,like do this or do you create
an experience?
But then I was thinking aboutAI and I'm like is there for
brands to think about?
There's going to be anavalanche of AI content in the
next five years.
I mean like there's going to beso much content and especially
as it becomes better and betterand it becomes indistinguishable
(04:14):
.
Right From quote real life life.
content like real content ormanmade content is what we'll
call it Manmade versus ai right,especially with the uh google.
Speaker 1 (04:29):
What was the new google model?
Speaker 2 (04:30):
veo veo yeah um, so the value there, right, is going
to drop pretty dramatically.
So it's probably going to getdispersed into real life
experiences.
Because I like, because I'mdoing these things out in the
wild, I'm like, well, hey, Ican't replicate like feeling,
(04:51):
right, a moose antler for me,sure, but it can't replicate a
video, sure, yeah yeah, like thevideo you posted could totally
be fake.
Yeah, easily, yeah, so where Imean, where do brands go?
Cause there there's going to bewell, there's going to be a
deluge of a huge revolution soon.
(05:12):
Like the same thing with, likeWaymo.
Like Waymo is going crazy inSan Francisco and Austin and I
think it's overtaking Uber.
Yeah, I think it did overtakeUber in one of those cities and
soon will in the other, Really,and so okay.
So if Waymo is taking that manyrides out, like Uber is going
(05:34):
to go down.
But then what does that mean inthe long run, the next five
years, for cars, how many peoplewill even want to drive a car?
How many people won't buy a carnow because Waymo is so easy
and so fast or that they justtake Waymo to work?
Yeah, like I don't want tospend $600 a month on a brand
(05:57):
new car.
Speaker 1 (05:57):
I can spend $150 on something that's always here
within five minutes A car gas,you know.
Yeah, yeah, insurance, yeah.
Speaker 2 (06:10):
So you eliminate all that.
You just take a Waymo whereveryou want to go.
Yeah so like there's going tobe that huge transformation in
auto, I think, over the nextfive to 10 years.
So what does it mean for likecontent too, like that, that big
gap?
Speaker 1 (06:28):
it's like it's getting bigger and bigger, right
like this exponential growthcurve of ai content is just at
its infancy well, this is what'sgoing to happen, and then it's
going to go you know, throughthe roof the, the, what's
interesting about content and I,and maybe I'm maybe I'm
oversimplifying what's about tohappen, but if you just take
(06:48):
like TikTok, and in the earlystages of TikTok, do you
remember what was the most?
What was it?
What was everybody doing onTikTok in the very, very early
stages?
That?
I feel like it's the same thingthey're doing now kind of it was
just dancing, yeah, dancing andtrends but and yes, they're
(07:09):
there that definitely stillexists out there.
But what happened was dancingand trends helped you skyrocket
views and growth in the earlystages because there was such a
low supply of that content, eventhough it's what everyone was
(07:34):
doing at the time, but thedemand was so high for just
different content.
Right, and what's about tohappen with.
Speaker 2 (07:39):
Well, I, I would, I would I think we have to zoom
out a little bit here and sorryfor our listeners.
This is going to be a prettyexploratory conversation.
Hopefully you guys have had thesame thoughts.
But if you go back to whenTikTok was launching, there was
a cultural shift there wherepeople wanted more levity.
Speaker 1 (08:03):
For sure, things had gotten really heavy things
seemed to get heavy, likeeverything was a little heavy
yeah, it was like so the brandswere going in a way of like so
take a documentary, emotionalyeah connection.
And then you have covid.
That made that even more heavy.
(08:25):
Yes, and so you're right.
The trend of levity which waslike I just need something,
maybe mindless, we're just girlshaving fun.
I'm just.
Speaker 2 (08:35):
I'm just a guy doing a cool dance.
Speaker 1 (08:37):
I mean, listen, I've watched.
I think some of these likesometimes like you see guys like
who are like doing these, likedances, that, and they're like
making like funny, like notfunny faces but like sexy faces
at the camera, and you're likeI've watched those videos before
because they are likemesmerizing.
But at the end of the day I'mlike that's such a dumb video.
But I did watch it, like Iwatched the whole thing.
You know might have only been20 seconds, but I consumed all
(09:01):
20 of them.
Yeah, so like, whether it'sstuff I wanted to watch or not,
I it's just mine.
Yeah, so there's just some fastfood, yeah, so so I think what's
going to happen with AI isyou're going to have especially
in the brand case, right Likeyou're going to have creators do
this and you're going to havebrands do this, where, hey, I
(09:25):
have struggled so much to eitherinvest time or money into
content I know it's importantyou're going to have people who
are going to jump on the trainearly and it is going to work in
early stages.
Um yeah, right?
Speaker 2 (09:35):
no, it'll, it'll work and it's going to work for a
while.
Speaker 1 (09:37):
But but what will happen is there will get a point
where I think people will startto recognize the same way, like
trends, like okay, I've seenenough of this, I don't need to
see these dances anymore.
And yes, you're right, thereare.
Speaker 2 (09:52):
There are still some that is an argument to say that
those trends are acceleratingtoo.
What do you mean?
Well, what I mean by that is,as tiktok has grown, the trends
don't seem to last quite as long.
Sure, because you have morepeople that do it right, like
there's this kind of like newthing.
Then it turns into the oldthing Right, and in pop culture,
(10:15):
those new things to old thingslasted longer in the 90s and
2000s right, right, and so whatyou're saying is the window it
seems like the windows keepgetting shorter and shorter
because attention span.
It could be a question ofattention span.
Speaker 1 (10:28):
It also could be the fact that another thing or just
the fact that, like there'salways something quote new.
Totally, and that's probablymore so what I think it is.
Yes, attention span, of course.
Speaker 2 (10:35):
So there's new and old and the window of new and
old, but somebody's coming upwith a new thing all the time.
Speaker 1 (10:40):
So, whether it's that or what I'm saying, I think
that the concept is the same,which is this AI content is
going to take off and people aregoing to.
People are not going to be ableto tell the difference between
it, right?
Speaker 2 (10:52):
Correct, they're very soon.
You will not be able to knowthe difference, you will not be
able to know the difference.
Speaker 1 (10:56):
But eventually, what is going to start to happen?
Speaker 2 (10:59):
They call that the uncanny valley yeah.
Speaker 1 (11:01):
You're going to start to realize like content.
You're gonna start, I thinkconsumers are gonna start to
look at content differentlybecause it's like, hey, I don't
know what's real anymore, so doI want?
Like, is this is cool if thesefour boys who have this cool
dance routine are just all fake?
Speaker 2 (11:19):
fake?
Speaker 1 (11:20):
I don't know anymore so is that that cool anymore?
Speaker 2 (11:24):
So the question is and there's a good answer to say
no.
Speaker 1 (11:27):
Right.
Speaker 2 (11:29):
I can see this going both ways and it'll be
interesting to see how it playsout which is when people started
outsourcing manufacturing toChina.
You know China was alwayslabeled as cheap and low quality
, right, but a lot of peopleargued that, well, people will
still favor American madebecause it's better or more
(11:51):
quality, or Japanese made, oryou know whatever Cause.
Japanese had, you know,reputation for high quality too,
but they were more expensive.
Japanese made stuff and andAmerican made stuff were more
expensive than Chinese madestuff.
But it kind of turned out thata lot of people ended up not
really caring and they justwanted cheap, more stuff that
(12:12):
was cheap.
So instead of having fewer goodthings, people just decided
that they wanted more cheapthings.
Yeah On, you know we're talkingaverages here.
Sure, Most people.
Yeah, right, instead of gettinglike a really nice pair of
pants that'll last you for fiveto ten years on.
You know we're talking toaverages here.
Sure, most people.
Yeah Right, instead of gettinglike a really nice pair of pants
that'll last you for five to 10years, a lot of people just
like, ah, I don't care, yeah, Iwon't wear it to the pants for
(12:33):
five to 10 years, so I'll justget the pants that I'll that'll
wear out in one.
Speaker 1 (12:39):
Yeah.
And then still want to wearthose pants.
Speaker 2 (12:41):
I'd rather buy a cheap one for $20 to $80 than a
really nice one for $250.
Speaker 1 (12:46):
Yeah.
Speaker 2 (12:47):
So there's an argument to say with AI.
What I'm trying to say here iswith AI content.
I don't know if my gut tells methat people will have a natural
kind of disgust to it, likeit's not cool when you know it's
AI.
Right so if you can't tell ifit's ai or not, like the
(13:12):
question is, do they kind oftune everything out, yeah?
Or do they say I don't reallycare, I'm just?
Speaker 1 (13:17):
doing scrolling, yeah .
Yeah, I don't know what theanswer is.
Speaker 2 (13:23):
Like I don't care because I don't know the
difference, which is very Matrix, dystopic.
Speaker 1 (13:30):
But what's been very interesting and it stayed true,
through athletes, celebrities,so we kind of have the famous,
the hierarchy of fame, and Idon't even know if hierarchy of
fame is the right word attentionbut you got athletes Michael
(13:51):
Jordan, people look up to himright.
Then you got celebrities andactors right, like so that would
be actors and musicians yeah,right, yeah, musicians.
And then you got influencerswho are nobodies.
That became somebody yeah right,yeah, and not through a
(14:14):
necessarily a specific typicaltalent.
Hey, you're really good atacting.
Hey, you're really good yeahyeah right yeah, okay so there's
this, so there's this hierarchy.
So, although I would hierarchy.
Speaker 2 (14:24):
So, although I would say celebrities, I just for the
sake just call it celebrities,but I would separate those two
which which two celebrities, andmusicians and actors.
Speaker 1 (14:34):
Okay, so like we got, you got celebrities is fine.
Celebrities, musicians,influencers, yeah.
Creators yeah Right, you putcreators and influencers.
So the point I'm trying to makeis long before TikTok and long
(14:54):
before social media, we werefixated on individuals.
Speaker 2 (15:00):
Well, since the beginning of time, yeah, yeah.
Speaker 1 (15:02):
Like my grandpa, who's grandma, peggy's husband
lee, he has been obsessed withjohn wayne, like he loves john
wayne, like he is the like, andthat he learned about john wayne
probably through people tend tolike people.
Speaker 2 (15:20):
Yeah, I think it's that simple and then people who
do quote what they see asextraordinary or Aligned
alignment type actions with them.
Speaker 1 (15:32):
Yeah like though they'll always gravitate so the
question is, as you have so muchContent that is going to be
fake and as people start torealize I don't know what is
real versus what is fake.
Therefore, I'm going to startto put more of an emphasis on
(15:53):
everything being fake versusthings being more real that I am
now going to be interested in,the people who have a face and
have had a face before this AIcontent flooded the market.
I know who Kim Kardashian isbecause she's been around for 10
(16:18):
years or 15 years or whatever.
Yeah, and she's showing mevideos of her yeah, I know who
trevor crump is because he'sbeen creating videos for the
last five years and I can tellthat this is real.
Is that are people I who arecreating content now and who
(16:38):
start creating content now,before this deluge of fake
content?
Speaker 2 (16:41):
I think it's, I think it's later to be rewarded.
I think it's later, I think yes, ish, okay, yes, ish, maybe,
ish.
And I have an example of why Ithink that.
And it's taylor swift, okay,okay, what did I think?
When we are thinking of content, let's let's think about the
music industry, because themusic industry already went
(17:03):
through something similar tothis.
Speaker 1 (17:05):
Okay.
Speaker 2 (17:06):
Which is what happened when streaming became
mainstream.
Speaker 1 (17:10):
Okay, when like like Apple music, for example, or
Spotify and Apple.
Speaker 2 (17:17):
Yeah, what happened to the music industry?
What happened to albums?
Albums used to be the numberone way for them to make money,
and sure, but now you hadeveryone's album, everyone's
song, readily available wheneveryou wanted it, right, okay, so
what?
What happened with Taylor Swiftis I don't know.
(17:39):
Well, yeah, she's a greatmusician, ish, right, well,
she's a good musician listen.
Speaker 1 (17:46):
You don't like her music, but there's no doubt that
she's a fantastic musician yes,no doubt.
Speaker 2 (17:53):
Yeah, I'm not like that.
Speaker 1 (17:55):
It's not my type of music listen anytime we talk
negatively about taylor swift,we've been decimated.
I wouldn't say decimated, butyou get some crazy people it's
fine yeah, she is a great I'mnot a pop guy though artist, but
this is not your cup of tea,the same way that the people who
like taylor Swift may not belistening to Metallica, who is
(18:16):
also a fantastic artist.
Speaker 2 (18:19):
Yes, they're both great Go on.
Speaker 1 (18:22):
What happened to Taylor Swift.
Speaker 2 (18:25):
Why is she the number one artist?
Is it just because of her music?
I would strongly argue there'sno way.
It's because she created liveexperiences.
Live experiences that turn intoa movement that people feel
like they need to get a part of.
Speaker 1 (18:44):
Yeah, I think you mix that with also her music dude.
Speaker 2 (18:47):
I'm not discounting her music, her music kind of
creates some of the experiencesfor people, right, but it's not
just the music.
Yeah, yeah, it was this wholeexperience that she did with her
tours, her tours, her tours herEaster eggs within songs, Like
she created these experiences.
For people it wasn't, and I knowmusic is an experience All
right, so don't come after me.
People, I get it.
(19:07):
People love her songs, but Ithink people love her songs even
more because of the naturalmomentum that Taylor Swift
carries with it, right Like thisidea of being part of something
.
Speaker 1 (19:22):
Yeah.
Speaker 2 (19:23):
So that's what I'm saying is, music carries more
weight when you're a part ofsomething.
Because of the music, okay, andshe created experiences and
live experiences, real lifeexperiences for people, and I
think that's what has partlycarried her music.
A lot of people went to herconcerts and came away taylor
swift fans.
Because of the experience.
Speaker 1 (19:44):
Oh, totally, like that was documented, like a lot
of people were like, oh wow,like she is incredible, totally
I went to my wife, just went andwatched it in theaters because
my girls wanted to, okay, andshe was like I actually really
like her music now, not that sheever is, you know, she was just
indifferent with it you knowyeah it's on, you know, yeah so
(20:07):
different.
Speaker 2 (20:09):
So what I'm trying to get to here with brands and how
do you look at taylor, swift, Imean, and what she did like
when there was an avalanche, anoversupply of content, how do
you stand out?
yes and then how do you createsomething outside of just this
(20:30):
inundated environment?
Like the inundated environmentis going to be your social media
channels yeah, you're gonnahave so much content, so much
you know competing content inbrands and whatever.
Yeah, Well, how do you createsomething that's a little
outside of that?
So, obviously, your productlike you can do that through
(20:51):
your product and virality ofyour product or whatever, like
how good of the actual humanexperiences with your product.
But I do wonder if this is a adoor opening for people to
create real life experiences andcommunities again, Like that
was a big topic back in.
Speaker 1 (21:07):
Well, that's already kind of the 2000.
Speaker 2 (21:10):
Oh yeah, I remember.
I remember back in 2015 to 2020.
Speaker 1 (21:12):
Yeah, In 2018, we were.
We were creating experienceswhen we were working on the
brand side of things all thetime, and it was awesome, you
know like a person who does agood job of that is uh, what's
her name?
Speaker 2 (21:24):
like sammy clark yeah I know that she's done some
like big meetups for her fitnessyeah, it seems like people in
the fitness space these big formmeetups and stuff like where
you go and you have anexperience and, of course,
that's such a small percentageof people that make it like
think about Taylor Swift fans.
How many have actually gone toa concert?
(21:44):
Yeah, a small percentage.
Speaker 1 (21:46):
Totally.
Speaker 2 (21:48):
But the concerts have created this movement and this
image.
Speaker 1 (21:53):
And just so much content that, even though you
and content, yes, and contentwatching the content of her
doing, even though you andcontent, yes and content
watching the content of herdoing these crazy things and
experiencing the show.
Speaker 2 (22:02):
So I do wonder, like is that the next move for brands
?
Is it like how do you createreal life experiences?
Well, I mean, I mean real lifemoments kind of that's kind of
researched.
Speaker 1 (22:11):
So it was like I felt like 2018 was kind of the end
of that.
Everyone still talked aboutcommunities.
Covid could have put like akibosh to it, because you can't.
Speaker 2 (22:23):
It did, yeah, a little bit.
Speaker 1 (22:25):
And then it almost seemed like the last two years,
2023 and even now that that reallife experiences have started
to become a bigger thing.
Right Like run clubs, researchrun clubs, like massively you
have mom walk groups, right yeah.
Speaker 2 (22:44):
It seems to be like really easy Tickets have never
been more in demand.
Speaker 1 (22:48):
It seems to be really easy to do this without like a
someone who has something in theoutdoors or the workout space,
like that seems like a very like.
We work with a client right nowwho's doing like a fishing
experience yes, right, andthat's gonna blow up.
They've got they've got tens ofthousands of subscribers to
their, to their product and it'san outdoor product, and they're
(23:10):
about to do this big fishingexperience and people are
signing up like crazy.
Yeah, like it's gonna go up.
Uh, roca the sunglasses uh-huhthey have like a strala.
You know strala, strala is likea.
It's a community, onlinecommunity where you can, that
you can, host different events,and they're they're they're
sunglasses brand that is verymuch, uh like, they support,
(23:35):
they, they sponsor the crossfitGames.
They're not sunglasses forsomebody who's just fashion
style, they're sunglasses forsomebody who's fishing.
They're sunglasses for somebodywho's playing tennis, they're
sunglasses for somebody who'sgolfing.
That's what they're trying todo, and so they create all these
events, these triathlete events, these marathons.
They have like 600, followersin that like community yeah you
(24:01):
know, so it's made a resurgence.
Speaker 2 (24:05):
It's really easy to do, I think, in the outdoor
space and in the exercise I meanbecause taylor subsidy is a
good example, because it's easyto do concerts, because that's
part of the deal, that's justyeah, that's just when you're a
musician yeah.
But what she did with herconcerts is not ordinary yeah,
she she created with theexperience and and what she did
(24:26):
with those tours and the hype.
Speaker 1 (24:28):
Well, she just, she went like 365 days straight yeah
, it's not.
Speaker 2 (24:32):
That's not ordinary number all.
Speaker 1 (24:33):
Number one.
Number two her concerts arelike three hours or four hours
versus like a typical concert is.
Are they that long?
Speaker 2 (24:44):
I think they are my other point in this conversation
was going to be Joe Rogan.
Speaker 1 (24:50):
Okay.
Speaker 2 (24:53):
Because, with an inundation of content, podcasts
like Joe Rogan still is kind ofthe clear leader in podcasts.
Speaker 1 (25:03):
Yeah.
Speaker 2 (25:04):
And well, is that because he's Joe Rogan or is it
because he has these?
He still does a format that'slike hey, three, four hours long
, I just bring in people.
We talk in a way that you can'treally get right.
There's no curation around it.
Really, it feels raw, it feelsquote authentic yeah, yeah, but
(25:24):
I think, does that continue tostand out like?
is that something that brandsalso have to figure out?
Like, hey, you want to standout, you got to create like
longer, more real things.
I don't know, because I knowpodcast is a different form.
Speaker 1 (25:35):
Right, you're not necessarily going I think we're
kind of getting two differentthings, not not mixed up, but
we're talking about Two slightlydifferent things that are the
same.
One is like you were talkingabout real life experiences
Versus like differentiation.
Right right, so you, likeTaylor Swift, didn't create a
real life experience.
Concerts have been aroundForever she's been touring.
Speaker 2 (25:54):
She differentiated hers in some really big ways.
Touring she differentiated hersand, but she differentiated how
it works, right?
Speaker 1 (25:59):
uh, another, another group, that's like.
We have you heard of thesavannah bananas yes, that's
another good example.
Speaker 2 (26:06):
That's a live event baseball, it's been a declining,
if I recall and the savannahbananas never would have been a
thing 20 years ago.
Speaker 1 (26:13):
I'm telling you, no one would have gone but this guy
, if you haven't heard of thesavanas, he just he did a bunch
of market research to figure outwhat is the most.
What do people not like about?
Speaker 2 (26:21):
it's the Harlem Globetrotters of baseball.
Speaker 1 (26:23):
Yeah, but but it's an act.
But it still has the purity ofbaseball, where Harlem
Globetrotters doesn't as muchright, they're not really
playing basketball.
Speaker 2 (26:34):
I would not call the savannah bananas playing
baseball oh, they're playing afull game, yeah the clips you
see they're not, are few and farbetween.
Speaker 1 (26:42):
Yeah, but I would not call yeah like I've talked to
people who've gone to a gamethey're like you're watching.
You're watching an actualbaseball game, right, you're.
Speaker 2 (26:49):
Just, it's only an hour and a half, so it can't go
longer the globetrotters arebasketball games, but
nonetheless, we don't need totalk, we don't need to argue.
I think it's the same yeah,it's, it's it's.
Speaker 1 (26:57):
They just differentiated the game.
Yeah right, so the baseballpurist is not going to go watch
savannah and they did it in away that's a live event.
Speaker 2 (27:04):
Yeah, so.
Speaker 1 (27:05):
So I think differentiation is key.
I feel like we talk about itall the time and sometimes mark,
and I get super like I don'tknow if it's self-conscious or
bored anytime we talk about theword differentiation, because I
feel like it's like thereoccurring from ads yeah, I
mean, it's your email strategyto your product, to your
anything is content it's like.
(27:26):
But here we are back at it again.
Right, joe rogan works for twoways.
He worked number one because,yes, he was joe rogan.
Two, he was so differentbecause he just rogan was not
that big of a name.
Speaker 2 (27:37):
No, he wasn't.
Speaker 1 (27:38):
He's the fear factor guy in fact, he was on the
decline.
Yeah right, he was the fearfactor, because he was huge at
fear factor and then fear factorshut down and I hadn't heard of
joe rogan for years outside ofmma because he was involved in
mma yeah, but mma didn't growuntil later yeah because podcast
grew faster than yeah so hejust differentiated it right.
(28:00):
He didn't grow until later yeah,because podcasts grew faster
than yeah, so he justdifferentiated it right.
He didn't do anythingexperiential, he just
differentiated the listening.
I guess experience you go froman hour-long podcast like these
to a three-hour-long podcast, toTo just Talking to a CIA agent
who's talking about how yeah,just just open honest
conversations yeah like, howdoes that work for brands?
Speaker 2 (28:21):
I don't know, but I do think you should be really
thinking about every day, rightnow, that like hey, you're going
to have an avalanche, and Imean that like entirely.
You are going to see the amountof content being uploaded onto
Instagram and on a TikTok go up10 fold or a hundred fold, from
(28:41):
both organic and a paid adperspective.
Yes, 10 to a hundred fold inthe next three years.
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Well, what we haven't eventalked about, like we're talking
about one chat chat?
Gpt's put out a new thing.
They put that out a few monthsago.
Google's new video video bayo.
That just happened.
Was it over the weekend?
Speaker 2 (29:49):
yeah, and I mean, if you don't think that model is
gonna, you know, chat gpt'sgonna have their model in a
month and then someone else intwo months and then metas, metas
for you advertisers.
Speaker 1 (29:57):
Metas put out their own creative.
Like you know, zuckerberg cameout and said hey, we're trying
to make it so that you don'teven have to upload your own
creative, you can just create itwithin here yeah you know.
So there's going to be such aflood of content that the
discussion arounddifferentiation probably has
never been more important thanin this very second that we're
(30:19):
talking right now.
Because if you're not, if youjust look like everybody else
and you've been struggling andyou're- just doing everything.
Speaker 2 (30:27):
Yeah, and you're not doing anything different.
Speaker 1 (30:28):
Then you are, you're out of business.
Like by the time you listen tothis podcast, whether it's
immediately or six months downthe road, like you're going to
be hurting big time, like if youare plateauing or on the
decline right now and this isabout to come, it is going to
hurt you so much more.
(30:49):
If you're not.
Like, what can I do different?
How can I stand out?
Speaker 2 (30:54):
I think, live because you have a we've done what was
our first one called theadpocalypse.
Speaker 1 (30:58):
That was our first podcast yeah, I think our very
first episode's called like thewell, we're going to talk more
about this and we'll call it theaipocalypse, because that's the
marketing apocalypse is what wecalled it, I think and the
whole concept of that was likelook at all this technology
that's only making things harder, was kind of the concept.
Right, we like broke downattribution, like well, it was
because that was like ios 14 andhow?
(31:19):
Yeah, that was how it wasn'treally real to begin with but
yeah, yeah so, but this is awhole different game.
Speaker 2 (31:25):
This is, hey you got to think about.
Things are going to change sorapidly that you just have to be
prepared, especially in yourcontent and ad game.
Speaker 1 (31:40):
Which is attention.
Yeah, how do you get attention?
Essentially, what does it?
Speaker 2 (31:43):
mean when there's gonna be a hundred to a thousand
times more content out there.
Speaker 1 (31:49):
And what's it gonna look like?
When everybody's brand can looklike?
Literally, you're gonna be ableto say hey, I want my brand to
look like our place.
I'm using Our Place becausethey're blowing up right now on
social media they're akitchenware brand.
Give me a brand exactly likeOur Place.
Speaker 2 (32:04):
Boom, you have one.
Speaker 1 (32:05):
Done, something that used to cost $30,000.
Done, but I do agree with you.
Speaker 2 (32:10):
Real people.
I think there will be a premiumin real.
I don't know because, again, Ithink there will be a premium in
real.
I don't know because, again, alot of people argued that
American higher quality would bemore important.
But I think content's a littledifferent.
There's somethingEntertainment's different.
It is different.
People do want and value thereal.
That's why live events arestill a big deal.
(32:31):
Going to live and watching liveevents is a big deal because
there's something real about it.
There's something unknown aboutit.
Speaker 1 (32:38):
There's something unknown about it totally where
like camping is so big forpeople.
It's why the outdoor I mean, wewere just talking to grace, and
here's our podcast.
You know our podcast, uh,producer phil blab, like he was
just in zions and like we werejust talking about how, like we
used to be able to just drive upthrough zions.
(32:58):
If you don't know what zions islike, it's a beautiful national
park here in utah and you canjust drive through it.
You didn't even have to go getout of your car to experience
the beauty.
It's like it's probably thesame.
I've never driven throughyosemite, but I'm sure it's very
similar.
Because you can just drivethrough yosemite.
You can't even drive throughscience anymore because of how
crowded it is, busy it's got,because of how people want that
(33:21):
experience.
Which is so crazy to me Everygolf course here in Utah.
Speaker 2 (33:26):
Always booked.
Speaker 1 (33:27):
Yeah, like the the average, if I remember I could
be off so, but if I rememberright, country clubs liked being
at like 65 ish percent capacity.
Now there's not a singlecountry club here in Utah that's
not at like 95% capacity.
The whole purpose of joining acountry club is the fact that I
don't have to have somebodyhitting into me and I don't have
(33:48):
to wait on a tee.
But like you go to a countryclub and you're waiting on the
tee box.
It's like a municipal golfcourse because there's so many
people golfing what used to bean 18 hole.
Like I used to be able to getto 18 holes in like three and a
half to four hours.
I played on Friday and it wasfive.
Speaker 2 (34:04):
Because there's that many people and it was midday.
Speaker 1 (34:07):
It wasn't like Friday after work.
It wasn't Friday at 8 am, itwas Friday at one.
Speaker 2 (34:12):
Where golf was.
I wasn't home until 645.
Yeah, no one cared about golf,you know, 10 years ago.
Speaker 1 (34:19):
Yeah, so there is this crave for experience.
Speaker 2 (34:21):
I'm sorry, some people cared about golf, but
post-COVID, covid just shot itup right.
Huge golf boom, because peoplewanted out.
Get me out of my house and thenpeople learned the game, loved
it and now it's growing.
Speaker 1 (34:32):
And content shot up during COVID too, because people
were on their phones.
Video games have shot up.
You've got Gary Vee.
Have you heard some of thestuff Gary Vee is saying right
now about AI?
No, I'm realizing how much moreI just don't like that guy.
Like I know he's an original, Ijust don't like the things he
says.
Sometimes.
I shouldn't say that becausehe's actually brilliant and
(34:54):
smart and he's so successful.
Speaker 2 (34:55):
So me saying what I'm saying about him inspired you
so much in your early career.
Speaker 1 (35:00):
Totally, but like he's now saying, he's like I
think that sometimes bands wherehe's like your kids are going
to be married to like AI bots iswhat he's saying.
Speaker 2 (35:09):
No, he didn't.
Speaker 1 (35:10):
Yes, he did.
Yes, he did.
Ai, ai, girlfriends, ugh, and Ithink that there's going to be
that, well, sure, right, there'sgoing to be the person who is I
don't think that's ever.
Introverted, but he's saying itas if that's going to be the
norm.
Versus the Like it's going tohappen.
(35:31):
Versus the like it's gonnahappen, right, that movie, her
or whatever, of course it's likethat's gonna happen.
It's probably already ishappening.
It's right you heard about this, like it has already happened.
Did you hear about that kid whocommitted suicide because his
ai girlfriend told him to do it?
Yeah, I was like a 13 or 14year old kid.
Terrifying.
Yeah, I was like two months ago, so it's gonna happen.
But realism, real things,realism, yes.
(35:56):
Is there going to be a realismmovement?
I think so.
I think 100%, like the nextdecade will people pay premiums
for real experiences?
Speaker 2 (36:06):
I think that's already been proven.
Yes, the question is how do youincorporate that in a brand?
And we don't really know.
We're going to think more on it, but yeah, the big community
thing is interesting becauseagain, like Taylor Swift, a
concert isn't gonna be everyone.
That's your fan, yeah, butsomehow it created way more hype
(36:26):
totally around your musictotally.
Speaker 1 (36:29):
Yeah, I think going I mean, this one's always
underrated.
I feel like I could onlybecause we haven't really
figured out what the roi isn'ton it.
But like going live, I thinkthat's gonna do something on
social.
Yeah, I think live, becausethat you are you gonna be able
to fake that no I don't think sonow.
Speaker 2 (36:48):
Maybe they build something where yes, you can,
but I think you know that therewill be ways to combat it.
But yes, you can, I'm surethere's a way.
Of course, I mean not right now, but no, not right now yeah,
you know like where I click liveand we're.
Speaker 1 (37:01):
But live.
Speaker 2 (37:02):
Yeah me, messing up, me, stumbling me.
I think what was I going to sayabout Taylor Swift?
Oh, apple.
I know Apple's such a stupidexample because it's such an
obvious one that everyone alwaystalks about, but isn't the
whole?
The whole thing thatdifferentiates Apple is their
(37:24):
brand experience product andbrand experience.
Yeah, right, yeah, at theircore, that's what makes them and
has made them so different forso long.
Is that when you get their box,it opens a certain way, it
smells a certain way, it looks acertain way.
Speaker 1 (37:43):
Well, I think I've told you it makes you feel a
certain way.
I think I told you the storyone time, like when, when the
iPod, the iPhone, first came out, yes, and it had like the
silver back in 2007 I think.
Yeah, it kind of looked like theipod, but but skin the ipod of
(38:04):
the video I remember one timebecause I didn't have it, I had
like a blackberry or something Iremember one time just picking
like seeing somebody talking onone and I remember picking mine
up and pretending like, justlike kind of jokingly, and then
feeling so sheepish that I haddone it like, so somebody could
(38:25):
think that I had an iphone, youknow.
But that's kind of like theapple experience.
Now, right, it's like they'vecreated such an experience
status.
You feel like you look cooler,yeah, you're more creative.
And then they followed it upwith a good product experience,
which is like when I get a textmessage, whether I see it on my
ipad or my phone or my watch ormy desktop computer, like it's
(38:51):
all coming into one spot when I,when I create a playlist
messaging you off of an androidor not when I create a playlist.
That playlist is everywhere inmy apple music.
You know like they've done sucha great job with the product
experience as well.
Speaker 2 (39:06):
You know not just the how you feel and that's the
other thing with, like, when I'mthinking taylor, swift or
concerts is like she already hada great product, yeah, which is
the music?
Yeah, but the experience thatshe created on top of the
product.
Speaker 1 (39:19):
Yeah.
Speaker 2 (39:20):
I think is what amplified her into the next
stratosphere.
Speaker 1 (39:23):
Yeah, I think we're kind of to the stage now where
where, like, table stakes is youhave to have a good product.
Yes, yeah, because there was,there was already the flooding
of anybody can make a product inchina now on alibaba and sell
it drop shipping.
Did that right, right, likedrop shaking shipping, kind of
everybody over right to say like, okay, if you don't have a good
quality product, you know likethat's going to be tough on the
(39:47):
business, you know so.
So good quality product is nowtable stakes, but the experience
and differentiation.
Speaker 2 (39:55):
And we'll go through more AI stuff, because there's I
know maybe it's gettingover-talked, but it is it is
just, it's the thing.
I mean, this is the biggesttechnological revolution,
apocalypse is near.
Speaker 1 (40:12):
Right, it is, yeah, I mean, I think.
Speaker 2 (40:18):
This whole podcast could have been AI.
Speaker 1 (40:21):
Not a whole ton of tips From us on this one.
Besides, like, if you're notdifferentiating, you are going
to get the feeling you are goingto get the Listen.
You are probably looking atgoogle's new drop and saying I
could create my entire contentstrategy using this and the
answer is that's absolutelycorrect.
(40:43):
But just know that every one ofyour competitors is saying the
exact same thing right now.
Every one of them is.
We just got off a phone calltoday, yeah, but somebody's
saying all right, how are wegoing to use this?
and and listen, we're going towe're going, we are using it but
are we making that, but theface of the brand and every
(41:04):
single thing done?
Speaker 2 (41:04):
yeah, you're, you know the answer is no, so just
just know and just keep your earto the ground because we have
to understand as brands again,there's a big difference between
a brand selling status and abrand that's not.
Speaker 1 (41:17):
Yeah.
Speaker 2 (41:17):
You might be a brand that's trying to sell something
that is a status, and you mightbe a brand that's not selling
something that's quote status.
Yeah, you might be more of aproblem solution type brand
Right.
So, like, all of these aregoing to depend on how you
approach your brand and yourcontent strategy totally agree.
Speaker 1 (41:38):
All right, I like that marketing.
Apocalypse round two.
Next time maybe we might have aguest go touch some grass.
Speaker 2 (41:49):
Yeah, go ground yourself.
Yeah, go ground yourself.
Take your shoes off goexperience something.
Speaker 1 (41:56):
Alright, everybody, thank you for tuning in and we
will see you guys next week.
Thank you so much for listeningto the unstoppable marketer
podcast.
Please go rate and subscribethe podcast, whether it's good
or bad.
We want to hear from youbecause we always want to make
this podcast better.
If you want to get in touchwith me or give me any direct
feedback, please go follow meand get in touch with me.
(42:19):
I am at the trevor crump onboth instagram and tiktok.
Thank you, and we will see younext week.
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