August 1, 2024 • 43 mins
Welcome back to Camp Content, where we explore the forefront of content marketing! In this episode, hosts Molly Ruland and Matt Billman engage in a compelling discussion with Adrian Fulle, the dynamic CEO of Good Salt Life. Adrian discusses AI in content creation, balancing emotion and data in marketing, and eco-friendly solutions. Discover Good Salt Life’s mission, decision-making neuroscience, storytelling in marketing, and Adrian’s Harvard achievements.
Tune in for a conversation bridging emotional intelligence and innovative marketing for a cleaner, greener world!
Connect with Adrian: Adrian Fulle | LinkedIn
Website: Goodsaltlife.com
Episode Timestamps:
00:00 - Intro
01:25 - Reflecting on Remarkable Products
04:02 - Eco-Friendly Cleaning Innovations
07:13 - Future Enthusiasm, Health Concerns Addressed
10:53 - Consumer and Animal Health
15:01 - Emotion and Value in Decision-Making
17:39 - Emotional Resonance in Marketing
22:18 - Sales Success through Emotional Bonds
24:20 - Strategy and Cognitive Understanding
27:09 - Concept Development
34:57 - Chemicals' Diverse Uses
41:35 - Outro
Quote of the Episode: "The human mind merges intuition with AI, forging paths of inspired choices." — Adrian Fulle
For more insights and to book a call with Molly Ruland, visit Molly’s Calendly.
Host: Molly Ruland, CEO & Founder
Operations Manager: Matt Billman
Powered by: Heartcast Media,http://www.heartcastmedia.com
Tune in for a conversation bridging emotional intelligence and innovative marketing for a cleaner, greener world!
Connect with Adrian: Adrian Fulle | LinkedIn
Website: Goodsaltlife.com
Episode Timestamps:
00:00 - Intro
01:25 - Reflecting on Remarkable Products
04:02 - Eco-Friendly Cleaning Innovations
07:13 - Future Enthusiasm, Health Concerns Addressed
10:53 - Consumer and Animal Health
15:01 - Emotion and Value in Decision-Making
17:39 - Emotional Resonance in Marketing
22:18 - Sales Success through Emotional Bonds
24:20 - Strategy and Cognitive Understanding
27:09 - Concept Development
34:57 - Chemicals' Diverse Uses
41:35 - Outro
Quote of the Episode: "The human mind merges intuition with AI, forging paths of inspired choices." — Adrian Fulle
For more insights and to book a call with Molly Ruland, visit Molly’s Calendly.
Host: Molly Ruland, CEO & Founder
Operations Manager: Matt Billman
Powered by: Heartcast Media,http://www.heartcastmedia.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Yeh, all right, ladies and gentlemen, Welcome to camp Content.
Speaker 2 (00:57):
Uh.
Speaker 1 (00:58):
This is a window into the transformative world of content
marketing in twenty twenty four. I gotta let I gotta
stop letting AI write so much of these things. Camp
Content is a podcast where we talk about content marketing
in twenty twenty four and how you can use content
marketing to get more business, because that's what's on everybody's mind.
So I'm super our guest today, Adrian. Oh, it's Fully,
(01:21):
is it?
Speaker 2 (01:21):
Fully?
Speaker 1 (01:23):
I doubted myself. I doubted myself. Okay, Brian, We're gonna
have to edit this out, all right, So I'm through
to welcome today's guest, Adrian Fully. He is the CEO
and president of good Salt Life, which is a leader
in delivering eco friendly solutions with a unique twist in
the animal health industry. He is a recent grad and
(01:45):
I'm talking like a month ago, graduated with a master's
degree from Harvard University. So shout out to you, Adrian
for doing that. I mean, that's that's super like, seriously
super impressive. Adrian is an expert at building high performing
creative teams, in helping successful strategies that tell impactful brand stories.
His leadership has not only led to significant ROI and
(02:06):
diverse markets, but he has also harnessed the power of
collaborative culture. Whether it's about the structure of brand storytelling
or the intricate customer journey, Adriane brings in valuable insights
into making content connect and convert. So let's jump.
Speaker 2 (02:21):
Right into it. Thanks for coming on the show again, Adrian.
Speaker 3 (02:25):
My pleasure, My pleasure. You made a joke about AI
writing your opening, but I use AI to write my
little bio, and I have to say. The cool thing
about AI, or for me, what I love is when
I hear it, like when you've just read it, I
can hear where the AI was writing, and I can
hear the little words that I threw in as a human,
you know what I mean, because they're just not exactly.
It doesn't totally you know.
Speaker 1 (02:45):
Collasse exactly well, you know, it's really good for summarizing,
and it does, but I keep having to tell it.
I'm like, nobody says maestro, Nobody says Maven, nobody says
delves into the transform like you know, let's real it
in people.
Speaker 2 (03:00):
But it does.
Speaker 1 (03:01):
It does a better job than I do sometimes, that's
for sure. So I'm excited to have exactly, I'm really
excited to have you back today. We recorded an episode before,
but it was like a month soon hit in the
middle of it. Literally, it was like the It was
the worst recording I've ever done because my WiFi kept
going in and out, and so I was piecing together
(03:23):
half of what he said, and I thought, let's just
redo this because it was such a great conversation. And
I have told my friends about Good Salt Life. I
have really started thinking about the products that I'm using
in my own.
Speaker 2 (03:33):
Home a lot more. I was using some.
Speaker 1 (03:36):
Spray bleached the other day and thought to myself, oh God,
I got I got to get to the States to
get some Good Salt Life products in my house.
Speaker 2 (03:43):
So let's let's start at the beginning.
Speaker 1 (03:45):
Can you give me a little company snapshot, like how
many employees were you located?
Speaker 2 (03:49):
You know, the little breakdown?
Speaker 3 (03:51):
Yeah, yeah, sure, my pleasure. So Good Salt Life is
small business. We're located in Athens, Georgia. We have most
of our employees are there. We have about twenty employees,
so pretty small, and our primary business is to make
cleaning solutions for a healthier environment for people, pets, and
the planet. That kind of is what it comes down
(04:14):
to you. And I can give you a good example
of how our cleaning solutions you think of like cleaning
solutions as like disinfectant, Well, anyway, how does that make
the world healthier, the planet healthier and all that kind
of stuff. The way we do it is we kind
of utilize sort of natural occurring disinfectants, natural occurring chemistries,
and we bottle those essentially and get those out. So
(04:35):
we're not talking about man made chemicals forever chemicals. You know,
if you use and I won't mention product names, but
if you use typical products that we're all so grew
up and so used to hearing the brand names around
in your home, you are often poisoning the air that
you breathe for a period of time as you disinfect
or you clean of off, often destroying the material of
(04:59):
the surfaces you're clean because the chemicals over time do
not gel well with wood and certain plastics of metals
and fabrics, et cetera. So at Good Salt Life, we've
taken like, for example, our Clean Republic disinfectant, it is
has one ingredient. It's called hypochlorous acid. Well, what is that.
Hypochlorous acid is literally the result of taking salt and
(05:22):
water and electrifying it. So we electrify salt water with
a reactor in our manufacturing plant in Georgia, and out
of the bottom of that reactor comes hypochlorous acid, which
is an amazing disinfectant. It was discovered in the eighteen
hundreds by a French chemist and actually occurs naturally in
our human bodies, if you can believe that, to fight
(05:43):
off disease. And so here's something that's awesome. You could
if you had to, you could drink it and you'd
be fine, because it's just saltwater essentially, and it does
better than bleach. It's it's way healthier than any of
those other traditional disinfectants. And like I said, it just
makes your environment clean, kills all the viruses, and it's
a healthy way of doing it. So that's kind of
(06:05):
our mission. It's not the only product we sell. Obviously,
we sell more than our hypochlorus disinfect and we sell cleaners,
we sell anti microbials, et cetera. But I think you
get the picture.
Speaker 1 (06:14):
And how many employees are at Good Salt Life.
Speaker 3 (06:19):
Yeah, we've got about twenty employees. A majority, like I said,
are in theur Athens, Georgia manufacturing plant. A couple of us,
like myself, are remote and we're just banging it out.
You know, we're a small business. We're very agile business,
and we're all driven by that same mission. You know,
is there a way to create a clean and healthier
(06:40):
environment for all of us in our homes and our workplaces.
Can we better the air quality in those in those locations?
Can we reduce the amount of bulletile organic compounds that
we're all taking into our bodies and all getting cancers from.
If that's what we can do in some small, little
sliver of the market, and we can sustain a business,
(07:01):
and we're happy, you know. Yeah, we'd love to be
the giant behemoth making fifty billion dollars a year in
disinfectant sales. But right now we're this little sliver and
we've got this segment and we're disrupting it and we're
pretty excited about it.
Speaker 1 (07:14):
I mean, I'm pretty excited about it too, for sure.
Ever since our last conversation, I mean, it makes a
lot of sense. Right people are talking a lot about
the vaccine and this and that and what's causing because
you know, everybody I know has some sort of autoimmune
disease or camp. I mean, too many of my friends
are dying of cancer. We're younger than me. I don't
know what's going on anymore. But then you walk into
(07:35):
a house and we've got plug in air fresheners, and
we've got you know what I mean, We've got all
these chemicals.
Speaker 2 (07:41):
You know, we're putting chemicals.
Speaker 1 (07:42):
As women, we're putting you know, on the most poorest
parts of our body, on our lips and our nail bed.
We put nail polish on our nail and leave it
there for weeks on end, you know. So you know,
it's a big conversation that really needs to happen. So
why not start with you know, you walk into a
place and it smells clean, but you know, maybe it's
not supposed to smell like anything, you know, like, what
(08:04):
are we doing?
Speaker 2 (08:05):
So okay, so these the good salt like, well.
Speaker 3 (08:08):
Let me jump in, Let me jump in, Molly, let
me say this. The smell of clean, which is essentially
is bleach right that there's no way at this point,
we're past the point of no return. We've crossed the rubicon,
so we're not going to retrain the human brain to
say that that's a bad smell, Like that's the smell
we all associate with clean is the smell of bleach.
Our product, the disinfected I mentioned, it's called Clean Republic.
(08:29):
It has a slight chlorine smell which connects to the
same brain centers. So that's a good thing for us.
But people should be aware that smell, that smell of clean,
really is a signal that the environment is not clean,
that the air has been poisoned by that product. Let
me just give a quick thing. So this is something
I learned because I'm new to this business. You know,
I didn't comfort business. Been here a year and a
(08:50):
half and it's been an exciting journey learning about chemistry
and all the other stuff. What I didn't know is
that everything in our life does It's kind of a
goofy way to say it, but it's everything off gases,
meaning the wood, the plastics, the materials, the shirts, the glasses,
your nail pouch, everything is constantly small amounts of gas
are coming off of these man made and natural products.
(09:14):
So you're in an environment like your room here and
we'll get into the animal health vertical later and we'll
talk about animals. But you get you know, you'd like
this office here. There's enough volatile organic compounds in the air.
It's safe just from this stuff without doing anything. Now
we bring in a cleaner that has a propellant like
buttane or some other chemical in it that humans should
(09:37):
not be breathing, and you spray down these tables and
desks and chairs and everything. Now you're massively increasing the
off gasing into levels that are completely unsafe. But nobody
knows that. Like I don't know to I just sprayed
and wiped and then sat down and went back to work.
You know, I didn't know that I'm breathing it. And
so we talk about you talked about earlier. Everyone's getting
(09:58):
cancers at younger ages. These are not the problem, but
they're part of the problem. So anyway, I think something
that I get jazzed about going to work every day
because I know I'm doing good. That kind of when
it comes.
Speaker 1 (10:10):
Down, I mean, I think it's I think it's I
think it's great that you're new to the industry because
it means you're coming in from a different place, You're
coming in with a different perspective, You're gonna understand and
be able to tell this story a little better. One
of my favorite quotes is you can't read the label
from inside the jar. And sometimes when you've been working
on something for too long, you lose sight of how
to be able to say what it is you're doing,
(10:30):
where somebody new can kind of come in and wrap
that up with a bow, which.
Speaker 2 (10:34):
Is probably why they promoted you to the CEO. You know,
I think they're really good at it.
Speaker 4 (10:40):
Though.
Speaker 1 (10:41):
Let's talk a little bit about that transition from to
the animal animal health industry. Let's talk about that how
what was that pivot or that adaptation?
Speaker 3 (10:53):
I should say, that's well, when I first came into
the company, I was the chief marketing officer, so my
for the first year, basically I was focused entirely on marketing.
And the first thing I looked did was look around
and I said, Okay, we're primarily commercial in you know,
we're selling B to B, but there is an amazing
consumer opportunity here, and so let's start shifting to consumer.
(11:14):
And our founder, Rick Oshe brought to me the idea
of the animal health market because he was at that
time talking to Mirk Animal Health, a division of the
big pharmaceutical company Merk. What everybody kind of was figuring
out at that time, it's about a year ago, was
the one health model, which is gaining popularity, this idea
that we're all connected, animals, people, planet spaces things. Right,
(11:38):
So instead of just how do we just help our
health or how do we just help the animals health,
how do we do everything? So everybody's kind of helped
out what's the one health model and how do we
fit into that plan? And so being able to take
our products which are safe for animals and go into
the animal health environment and help animals while we're over
here doing the help for humans is all part of
(12:01):
that same one health model, which is exciting. So they
were talking about all of that. They brought that to
me and we started jamming and we sort of pivoted
as a company and really put a lot of fun
and we still are a lot of focused efforts into
animal health. And the reason it works so well, particularly
with our partner Merk, is because they have vaccines and
the vaccines work, but they work even better if the
(12:22):
viral load in the environment where the animals are is reduced,
so it really helps their existing products last longer, viruses
don't mute as quickly to it, et cetera. As well
as just in general keeping the animal environments healthier, and
what are the results of keeping the animal environments healthier
and cleaner. They get bigger, they get stronger, they live longer.
(12:44):
If you're talking food supply animals, chickens, dairy, cows, et cetera,
they're going to produce more of that food supply whatever
that you know, milk or whatever that production is. So
it's good all round for people and the animals. That's
kind of how we got in to it. And now
here I am the guy thrust into this money learning
about chemistry and learning about you know all this and
(13:06):
environmental uh you know science, and then okay, now also
go learn about animal health and veterinarians and you know this.
So it's been quite a right, I got to tell you.
Speaker 1 (13:15):
I mean, I really appreciate that the vision for the
company this this like one world, this one you know
unit idea. I mean, I have three dogs and they're
my best friends, so I'm all about taking care of
all of the animals living in Costa Rica too.
Speaker 2 (13:30):
It definitely gives you a perspective on caring for animals.
Speaker 1 (13:34):
So, as the chief marketing officer, I know you use
a lot of storytelling in your marketing How how had
how did you use that with Good Salt Life to
get some of these results that you're having that to
get in front of people like like you know, mrk
or Merrick.
Speaker 2 (13:47):
I don't know how to say it.
Speaker 1 (13:48):
But uh okay, yeah it sounds like I'm saying it wrong.
Speaker 3 (13:53):
But you know, how did I said? I said it
wrong too? You're not a low.
Speaker 1 (13:58):
But yeah, tell me how how kind of that journey
was Good Life evolved using storytelling in your efforts?
Speaker 3 (14:06):
Yeah, I'm glad you asked. You know, the first half
of my career was as a storyteller. I was in
the entertainment industry, first on the creative side as a
writer director for movies and then eventually as a producer
for other writer directors, and it evolved over time and
mostly got into making commercials for brands, And that's sort
of how my journey into marketing began. You know, there's
all sorts of story techniques that you can use to
(14:28):
tell stories to track more conversions or brand awareness, whatever
your KPIs are. But what I do now and what
I did when I joined A Good Salt Life was
I go all the way back to the start. What
I mean by that is I go back to essentially neuroscience,
and I say to myself, how does a human brain
(14:51):
Because it's a human that's going to make this decision.
It'll be AI in the future for sure to some degree,
but the human is going to make a decision to
purchase this disinfectant or not. So what is how do
people make decisions? They how do they decide to do anything,
whether it's in business or their personal life or whatever.
And so I went and studied that. I went to
(15:11):
Stanford and did courses there to learn about decision making
and the science behind the neuroscience behind it. And what
I discovered was A it's already a huge feel that
people have figured out a long time ago. B. There's
a math formula that really sums it up, and it's
really simple. It's E, the letter E, which stands for
(15:32):
emotion times VB which stands for the value of the
benefits plus VP the value of the price. So emotion
times the value of the benefits of your product plus
the value of the price or your product essentially equals
the decision in your favor. And so the thing that's
the key here, and this is the key for storytelling
as well, and particularly for marketing departments because they're usually
(15:55):
the ones generating the story, is the emotion component. You
cannot get to the that the human brain won't even
consider the value of the benefits or price of your
product or brand or your service if they're not highly
positively emotion I have a high positive emotion around it already.
So I'll give you a good example, and that is
the Apple iPhone. When those things first came out ten
(16:17):
years ago or whatever it was, people would sleep out
overnight in order to get the next iPhone, you know,
iPhone too. I gotta get it. I gotta be the
first one. It'll be in the stores in two weeks,
but I got to get it tonight, right, sleep out
overnight to get it. And every one of those folks
was interviewed as to why would you what's so great
about the iPhone that you would sleep out overnight to
get it? And nobody knew why they were doing it.
(16:40):
They just knew they had to have it. And that's
because they had this massive positive emotion around the product
or in this case probably Apple the brand, and that
comes from how the brain makes decisions. And from a
science perspective, it's pretty simple. There's two systems in the brain.
There's System on and system too apply named of course.
System one is your emotional system. This is your fight
(17:01):
or flight response. This is your knee jerk reaction, your
gut feelings. It's also where all of your autonomous things
happen where you don't think about them. I don't think
about breathing, I just breathe, right. That happens in system one.
System two is your data analysis. This is where it
thinks about all of the things you just came through
System one and then makes a final decision. So your
(17:23):
decision making process is a combination of the two systems,
but it always has to go through System one first,
the emotional part, before you'll start to consider the data.
And so knowing that a marketing department and marketing leaders
can say, okay, we need to do I don't know
a piece of collateral that doesn't lead with the benefits
(17:44):
of our product, or why we're three times faster or
we're better than the next guy, or the price the
way were five times cheaper. We're not going to lead
with the data. We're going to lead with the emotional component.
What resonates emotionally with the customer, and so of course
knowing that it drives your storytelling technique. And I will
add one last thing is that that system one, you know,
(18:06):
that autonomous thing. Ninety eight percent of our decisions is
made there with no system to interaction at all. So
when people tell you, Molly, oh, I'm data driven, we're
a data driven company, just know that's complete. BS. They
may want to be data driven, but they're not. Based
purely on our biology, we cannot be data driven. We
(18:27):
are emotion driven, and then data comes in and validates
that emotion. You know, you tell me a great joke.
You tell a lot of great jokes by the way,
you tell me a great joke and I laugh without
thinking that system one? If I then go, wait a second,
was that inappropriate? Should I not be laughing at that?
That system too, hope, which.
Speaker 2 (18:45):
Is a pretty solid question. What I'm telling jokes honestly.
Speaker 1 (18:48):
Part two is oh oh that was suchy Yeah, that's
my sweet spot right there. So, so how I would
imagine the storytelling really comes into play with Good Salt
Light because you know, you want your kids and you
want your family to be okay, and you want your
animals to be okay. You want everybody to be okay, right,
unless you're a sociopath. So I would imagine that that
(19:08):
would really I mean, you know what happened. I would
imagine that comes into play quite a lot. Are what
is a goal for like good Salt Life, what is
I know you're a smaller company, but are you shipping everywhere?
Are you hoping to become bigger or are you really
focused on staying where you're at and growing organically?
Speaker 3 (19:27):
Yeah, I think I think it's a great question. I
think our main goal is to continue to drive market
share in the animal health vertical. That's where we have
the best traction. At the same time, although it's more gradual,
drive market share in the consumer space, you know, on
the storytelling portion of all of this. One of the
(19:49):
after figuring out how people make decisions, the next thing
I had to do was go, Okay, we're going to
shift in to selling consumer because because when I came
on board, they were mostly B to B. But what
consumers want? Why do consumers clean their homes like white, white,
like you know, and who are we competing with? We're
competing with made services, We're competing with people who just
(20:11):
don't clean their home at all. You know, who's the
buyer of the products and what. So I dove into
that research. Thankfully a lot of it already exists, and
I learned something really cool interesting. I guess, I don't
know if it's cool, but and I then was brought
it to myself and like, this is really this does
make sense to me because my wife and I do
our own our own home cleaning. We like, we just
(20:33):
prefer to do it. And it turns out all the
studies show people don't clean their homes to be cleaner,
to be more health conscious, to protect their kids or
their plants or their animals or whatever. They clean their
homes secretly because they get a huge sense of satisfaction
out of it. It's like working out. No one likes
to work out, You do it because you feel good after.
So once you knew that, I'm like, oh, our marketing's
(20:55):
got to shift. Our marketing a can't be about the
data for consumers. It's got to be all about the emotion.
And but what is that emotion it's not about wow
it feels or this is amazing that I'm protecting my family.
The emotion is really about how you feel the sense
of satisfaction of cleaning your home and so kind of
driving the story in that direction. So that's sort of
(21:15):
what's driven our story for the last you know, little
under a year. Uh, it seems to be working. Our
numbers have increased month of a month at a you know,
really really great growth rates. So uh that that's that's
sort of there, and then what do you then? From there?
You just figure out what that story is. You know,
you know the outcome you want, you know, kind of
the relevant message to the consumer. You know that it's
(21:35):
mostly females buying these products, so you're your your your
storytelling should skew whatever this means today as I don't
even know what it means anymore, skew more female, you know,
and uh, you know, and and then and then you
come up with great stories and then you figure out
your channels. My god, a story is gonna be different
on Instagram that it is on OTT you know something
like that.
Speaker 1 (21:55):
So for sure, I mean that's interesting because you know
you're B to B S is a totally different like
sales cycles, sales language, everything than consumer based, which reminds
me I have an introduction I want.
Speaker 2 (22:07):
To make on the B to B side, But how
are you navigating that?
Speaker 1 (22:11):
Like?
Speaker 2 (22:11):
That's kind of it because those are that's two totally different.
Speaker 1 (22:13):
That's that's a totally different business.
Speaker 2 (22:16):
Almost.
Speaker 4 (22:17):
Yeah.
Speaker 3 (22:17):
Yeah, Well, we, for better or for worse, we rely
on distributors on the B to B side. And I'll
give you the truth of it all is it's a
I think it's not even twenty eighty. It's probably five
ninety five, meaning five percent actually sell ninety five talk
about selling. So that's the unfortunate part when you have
a business that's distributor sales driven. But the ones who
(22:38):
do sell, they're out there telling similar stories to the
consumer side, but not exactly the same. Like the buyer
of a thousand gallons of disinfectant for a school district
in Los Angeles, Let's say that's their professional job to
do that. They are driven by emotion, So you have
to find, like that facility manager or that procurement professional, Well,
(23:00):
what drives them emotionally? How do you tap into that? Now,
a lot of these distributors I frankly have relationships, and
the emotional component of that math problem I was mentioned
earlier often falls onto in person sales team. You know,
a person that actually has a physical or not physical,
an emotional relationship with a customer for X amount of years.
(23:23):
They just trust that person. You know. That's kind of
where your emotion can come in. So on the B
to B side, it is more difficult. The sales are
sales cycles much longer. We're constantly staying top of mind
via digital marketing tactics with the B to B customers,
but quite frankly, we do rely heavily on our distributors
to get out there and sell. Yeah.
Speaker 2 (23:43):
I mean that makes a lot of sense. Very interesting.
Speaker 1 (23:48):
So let's talk about Well, I had all my all
my other questions are around marketing.
Speaker 2 (23:52):
But now you're the CEO, so I gotta I gotta
shift some of my questions.
Speaker 1 (23:56):
But let's there's some speed round questions because those are
always Yeah, So all right, what is one book that
every content marketer or CEO should read?
Speaker 3 (24:10):
Oh my gosh, I I if you willok At, if
anyone watching looks at my LinkedIn, they're going to see
every other week I'm putting out a book promoting a
book that I that I read, and I'm a massive
book reader. Just started reading Alex Brueckman's book The Strategy Something.
It's great, it's unbelievable. But the one book that everyone
should read is called Thinking Fast and Slow by Daniel Khanneman,
(24:33):
who was a professor at Harvard who wrote the book.
That is essentially what I was talking about earlier, understanding
how people make decisions and the neuroscience behind it, the
human behavioral aspects behind it, etcetera, etcetera. If you can
just learn that one thing, the rest of it will
come in. I think that was the biggest AHA moment
(24:55):
for me in my career, was getting that one book
and reading through that and that came through a Harvard
professor that I that that I had in one of
my classes a couple of years ago, and that was Boy,
that was a game changer. Thinking Fast and Slow by
Daniel Conneman.
Speaker 1 (25:10):
Okay, I wrote it down. I'm a book book reader too.
I'm like super I've read like way too many books
in the last few years. I made it a mission
of mine to uh to try to fill in the
gaps of the things I didn't know which is they're
actually grand canyons of gaps of information that I don't know.
I'm not just cracks on the sidewalk. So I'm always
been ready for more books. Can you name a brand
(25:34):
whose content strategy you think is great?
Speaker 3 (25:38):
Red Bull number one. I think Red Bull's always been great.
I think they invented content strategy, to be honest with you,
because here they are selling little eight ounce or whatever
they you know, energy drinks, I mean, and suddenly they're
really a content company. I mean I forget sometimes that
they sell a product like that because it just got
so much great content out there. I think that's a
(26:01):
good place to start. There's a lot of smaller companies
that do great content. I mean, quite frankly, that changes
a lot for me because I'll see something and go, oh,
these guys are great, and then two days later I
see somebody else, Oh they're even better. You know. And
it depends on what channel you're talking about, I mean,
is it social content or is it you know. I
will say this, some of the traditional channels, ninety nine
(26:22):
percent of the content really sucks. Like if you listen,
we listen to digital radio in the house here, we've
got the Alexa and whatever and we love it, and
those commercials which just got awful. I mean, it's just
like you can feel that it was an older traditional
marketing model that's dying out, you know what I mean,
Like just the style of the way commercials were done.
It's still being done on digital. They just took radio
(26:45):
and just transferred it. Same thing with OTT. A lot
of those television commercials just suck.
Speaker 2 (26:49):
There's so many.
Speaker 1 (26:50):
But I guess they've run out of ideas and so
they're just doing it again or I don't know. It'll
be a really interesting shift to see what happens. You know,
influencers and people are kind of taking over because I
think people are less interested in hearing from the company,
more interested in hearing from the people using it.
Speaker 2 (27:07):
But interesting.
Speaker 3 (27:09):
I was in entertainment. My first part of my career
was entertainment, and I remember, I remember distinctly the shift.
It was like early two thousands, late nineties into early
two thousands, when you would go pitch a movie to
a studio, the shift from starting out your pitch with
the movie poster tagline and the movie poster image. You'd
(27:32):
start out with that, and the executive would be like Okay,
tell me about the movie, and then you'd tell the
whole story, right, or some version of the whole story
that was only maybe twenty minutes long, and you'd make
a sale based on that, and they'd make the movie
and it would have depth and contexts and'd be great.
And then all along comes, you know, this movie called
Snakes on a Plane, and that was the poster, the tagline,
(27:55):
and then when the movie came out, that's all it was.
There was nothing beyond that. I mean, it was there
was just snakes on playing and they're running around and
they're trying to get you know, I mean, like, oh
my god, what happened to the industry? And I feel
like the same has happened in marketing. And although I
do know, do know that we're shifting now to the FEU,
which I think is great, But for a long period
of time there it was just so on the nose
with no deep thought or context. Like you probably know,
(28:19):
you probably grew up watching sitcoms. Great sitcoms of the seventies, eighties,
and even in the nineties had dramatic moments. We weren't
just laugh laugh, laugh, laugh, you know. And then something
shifted and as soon as something became dramatic, they would
immediately someone would make a joke to dispel the drama
and we would never have a crying moment. And that
(28:39):
again just made it all flat, like there's no dynamic
range to anything anymore in content. And I don't know,
I think some of the best content creators out there,
you know, obviously, the ones that are successful, are doing
stuff with dynamic mm hmm. That's just my personal opinion.
I don't know. I try to dig deeper in everything
we do, even if we have no money and it's
no budget and we got to shoot something with the iPhone,
(28:59):
you know, think deeper in some way.
Speaker 1 (29:02):
Yeah, I mean, I love that I grew up on
those sitcoms and I think they made me who I
am today. Like you know, so many great show like
Benson and Different Strokes. I mean, there's a lot of
diversity in the TV we watched. And even though some
of those roles were a little bit like Benson he
was the butler, and give me a break, she was
the nanny, but like not in my eyes as a kid,
(29:24):
those people were like so wise and smart and deep,
and she wasn't the nanny. She was like the step
in mom who took care of you know, there was
there was a lot more like depth and the stuff
we I mean, I grew up on mash right, Like
I was watching mashes, Like wait, we all was We
were like eight years old watching like a TV show
about the Korean War, like what is life? You know,
(29:46):
it was definitely a different time back then, and we
did have a lot more depth. And I think people
are I think a lot of people are afraid, right
because we live in such a volatile time where if
you say something, you get canceled or whatever that I'm
convinced nobody actually gets canceled, because there's still millionaires who
are canceled. And I'm like, okay, let me Alex Jones
(30:06):
is still making money, Okay, so like no one's actually
getting that guy should be like thrown below the jail
as far as I'm concerned, not just canceled and he's
still making money not paying his debts.
Speaker 2 (30:17):
Right.
Speaker 1 (30:17):
But we've we've evolved into the society of like not
wanting to go deep, you know, unless you're watching This
is Us and then all you do is cry for
a half an hour at a time.
Speaker 2 (30:26):
But God, that show is so brutal.
Speaker 1 (30:30):
Although I watched it last night, I'm like crying, ugly
crying at my desk, like all right, I gotta stop
watching this show.
Speaker 2 (30:35):
It's killing me.
Speaker 1 (30:38):
But I like that, And I think I think, you
know what, You're in the exact right place because you're
in a company that actually cares. And even though it's
a company and a business, it's still like creating really
good products that make the world a better place. And
I think everybody should want to want to use those products.
So I think they got the right guy doing the job.
You know, for sure, I really do believe that age,
and I think I think you're read all right, So
(30:59):
I have a I have away.
Speaker 3 (31:00):
I mean, look, listen, you got to take a swing
at something. Take a swing at something that's for the
good of everybody, you know, and it doesn't have to
be at the you know, loss of profit. You and
I talked about this before. It's like, build a great culture,
even if it's just a small company like ours of
twenty people. Build a great culture where everybody wants to
show up, and I think ultimately you'll leave a great legacy.
(31:21):
I mean, it's about excellence, not perfection. So let's just
all show up and try to be excellent and love
each other and try to do what's right for the world,
and we'll still make money. We're still going to make money.
That's that's the greatest thing about it. It's not that
we have to all be broken living in.
Speaker 2 (31:37):
Traders to do dumpster dive for dinner. You know.
Speaker 1 (31:40):
Yeah, right, I'm with you there. I think that's fantastic.
I really do, because there's a lot of things that
aren't making the world a better place. But we get
to make that choice, right, we get, you know, whether
we feel like it or not with politics and everything else,
but at the end of the day, we all we
all make that choice. And I heard a quote years
ago that said, you are what you do every day.
Speaker 2 (32:02):
And man, you.
Speaker 1 (32:03):
Know, if you spend most of your day lying to people,
then you're a liar, you know, you must say, lying
to yourself, you know. So, so I'm with you there.
I don't know if a podcasts will change the world,
but they're certainly not hurting it, right, so it's a
good place to start.
Speaker 2 (32:21):
It's right, that's right.
Speaker 3 (32:23):
I was listening to one I won't name it, but
there was a podcast I listened to and the two guys,
the one guy whos the interviewer and the guest we're
talking about. How wouldn't it be great if Trump and
Biden separately came on to one of these popular podcasts
where they had to sit for two to three hours
and just talk and be themselves and get through twenty
(32:44):
minutes of the talking points that they've scripted and get
into being themselves. Wouldn't that be better for the country overall?
We get to know the person, you know. I agree,
I mean, I think they would both really shit the
better that they had to. But the truth. But the
truth is, I mean, we what we saw with Biden
in the debate, we would have already known that, like
we would just we would know. We'd be better informed,
(33:05):
you know. I think would be more empathetic too, like
we we. I don't think they want us to be
empathetic towards our leaders for some reason. I don't know why.
Speaker 1 (33:14):
Very it's very strange, you know. Yeah, it's a crazy time.
It's yeah, you know, I wish I wish we could
all get back to being people.
Speaker 2 (33:23):
Right.
Speaker 1 (33:23):
I was talking to my dad about this over the weekend,
and it just doesn't seem like there's any winning in
this election. Like both sides are convinced it's going to
be the end of the world.
Speaker 2 (33:31):
Both sides are.
Speaker 1 (33:32):
Convinced the other guy is the devil himself and both
you know, and so there's no winning, there's no winning.
One guy wins, everybody else is upset. The other guy wins,
everybody else is. There's no winning in this election. It
feels so bad, you know, it just feels so and
so lacking in like you know, the human component of
(33:54):
like you know of both of them, and I can't
even believe I'm saying that. But both of them deserve
like compassion as human beings, you know, And I don't know,
we've gotten so far away from I mean, compassion for
one another, you know, in even the basic sense. Even
people that have the same belief systems are yelling at
each other right now. It's a very it's a very
(34:15):
crazy time to be alive. So I think focusing on
a on a company with a good product that makes
people healthier and better and feel more accomplished after they
clean without having a poison themselves, seems like a good
place to put some energy. You know, you guys need
an assistant. You let me know, because man, oh man,
what a time. All right, so I have a I
(34:35):
have a wild card question for you, and then and
then we're going to wrap up. So all right, if
you could launch a completely off brand marketing campaign for
good Salt life with an unlimited budget, what would you do?
Speaker 3 (34:51):
Oh my god, a completely off bring.
Speaker 2 (34:54):
Well it could be. I don't know why.
Speaker 3 (34:55):
Well, well, here's what I say. A lot of our
chemistry trees can be used off label. We don't. We
can't go out there and tell people, like we have
a dog. We have this thing called dog one Oder,
which is a pet odor remover, and we market it
on dogs because of their most pop but regardless, like
for all pets. But you know what, this chemistry is
also amazing at we're getting rid of your shoe oder,
(35:19):
getting rid of interior car odor. Like I wish I
had a million dollars to go out there to tell
them all of the things they could use it for
beyond the pet odor eliminator thing. But the world the
market doesn't work. They want to just it's kind of siloed,
and I get it, you know, I think I would
probably start there because that's one of our best chemistries
and it does so much, but yet we're kind of
(35:39):
confined in how we can market it currently.
Speaker 1 (35:41):
Well, I'm gonna suck up on good salt light products
because I got three dogs.
Speaker 2 (35:46):
There's a lot of weird odors in this house.
Speaker 3 (35:48):
We'll ship you, so just get afterwards, give me a
We'll ship you a bunch of stuff. You'll you'll be happy.
Speaker 1 (35:53):
I got with three dogs, I got a lot of
odors in this house, you know what I mean. And
I walked by the couch earlier and was like, you know,
the old smell test. I'm like, oh God, I hope
one of them been pee on my cougaries. I've been
gone for two weeks, you know. I'm like, oh no,
they didn't, but they will the next time, one of them,
you know what I mean. Like it's a never ending ye.
Speaker 3 (36:16):
We have four dogs, so I'm right there with you,
and they just smell. After a while, they just smell.
I mean, it's not you know, they don't bathe every
day like we do, you know, so it's natural. But
I didn't I get My wife's a dog trainer, so
we you know, I love dogs, but she's more involved
with them on a daily basis than I am. And
we'll have someone coming over and I'll scramble around springing
stuff to bring the odors down just because I get embarrassed.
Speaker 1 (36:39):
Yeah, dog lovers, we don't care. It's like a comforting smell,
like my dogs have been here, you know, my little
stinky girls.
Speaker 2 (36:48):
I love them.
Speaker 1 (36:49):
Well, Adrian, thanks for coming on the show again today.
I was really looking forward to it, to be honest.
It's always fun hanging out with you. You're a good
person and easy to chat with and and I really
respect the work you're doing.
Speaker 2 (37:01):
Congratulations on the the MBA from Harvard. I mean really,
I mean I know.
Speaker 3 (37:10):
The graduation was like I can't even describe it. It was
like right out of a fairy tale thing, you know
what I mean. Like we're sitting there in Harvard Yard
with twenty thousand students and I'm like in that it
was one hundred degrees and one hundred percent humidity, pouring sweat,
but it didn't matter. I'm at Harvard. It was so cool.
I gotta tell you what A took four and a
half years to get there, Molly. So now I'm taking
(37:30):
a break from all all learning.
Speaker 1 (37:33):
Except well, congratulations on that, and congratulations on the recent
promotion to CEO. They definitely they know they got a
good thing with you, and so there's some smart people
over there at good Salt Life, that's for sure, And
I really I look forward to staying in touch with
you and seeing what happens. And who knows, maybe you'll
come to Costa Rica or maybe I'll be out in Colorado.
Speaker 2 (37:54):
You never know.
Speaker 1 (37:56):
Like we were talking before we hit record, life has
a funny way of bringing you near the people you're
supposed to be hanging out with. So so before it
really does, before we go, let's tell everybody how we're
gonna have all your links and everything in the show notes.
But if anybody wants to connect with you, what's the
best way to do that?
Speaker 3 (38:14):
Yeah, well connect with me personally. They can go to LinkedIn.
I tend to respond to the non sales messages I get,
so I'm absolutely accessible. So go to LinkedIn. I don't
remember my handle there, but it's Adrian fully and you
can find me there. For the company, they can find
us at good Saltlife dot com. Our website is about
(38:36):
our new one is about to be launched. I'm super
excited about that that's gonna happen I think later this
week and uh, and then you can also find our
products on Amazon Staples. HD supply will be in Chewy
dot com soon, I hope if all goes well, and
Walmart dot com is coming up, so a lot of
ways you can buy the great products and uh and
(38:57):
to learn more about the company, you can certainly go
to our socials as well.
Speaker 2 (39:01):
That's amazing.
Speaker 1 (39:01):
Yeah, Well head on over people, get you some Good
Salt Life products.
Speaker 2 (39:06):
I mean, I think we've all, you know, evolved to
this point where something in your house is probably causing
you problems.
Speaker 1 (39:12):
Like for me, it's the fabreze air fresheners and cars.
If by getting ubers and they're in them, I politely decline,
I have to get out. I give them a good
rating and all, but I can't do it. Like I
think we're all you know, certain candles.
Speaker 2 (39:25):
So if you're.
Speaker 1 (39:26):
Starting to have those things in your life where you're like,
every time I turn that on, I get a headache,
Well it's the thing, right, So if you've been experiencing
any of those moments, this is a good time to
go check out Good Salt Life and replace some of
those products. Adrian was able to share a story with
me about tracking the particles in the air and all
(39:46):
of that.
Speaker 2 (39:48):
If you want to share that story again.
Speaker 3 (39:52):
This is this is an air quality monitor. It's called
app motube. They could look up at motube. We're not
related with, they're just friends of. But also on Amazon
for fifty bucks or less, you can get these little
air quality monitors. Just get one, put it in whatever,
like your kitchen, and then go bake something in your
oven and watch that air quality monitor. Go ah because
(40:14):
stuff's just coming out that you shouldn't be or just clean.
Put get one and just clean with your standard dis
effective that you currently have. It's not good and you'll
see and you'll see what you're breathing.
Speaker 1 (40:23):
Yeah, And that really stuck with me because I I
recently brought some like spray bleach, and it's like a
mister like goes.
Speaker 2 (40:30):
Everywhere but where you wanted to. I'm like, this is
the stupidest, Like who designed this? You know?
Speaker 1 (40:36):
I like bleached a couple of my shirts by accident
because I like walked through this. I mean really so
so yeah, so ever since you've told me this, I'm like,
oh my god, this is horrible. I got to get
this stuff so I had to use some the other day,
but I opened up all the doors and windows. I
was like, well, if I can at least like get
the air out of the room, that helps a little bit.
But uh yeah, but I think we're all there. I
(40:58):
think we've all at least had one moment of being like,
this probably isn't good. You know, this probably isn't good
for me. Well, it's not plot twist, it's not. So
you'll get some good salt.
Speaker 3 (41:08):
Like if it's a really strong scent, it's not good. Yeah,
that's the only way I can think.
Speaker 1 (41:13):
Like everybody's like, I love fabuloso, I'm like, I do not.
Speaker 2 (41:17):
I do not know, I do not.
Speaker 1 (41:20):
I went to a bar here in Costa Rica recently
and got a halopeno margarita and it came out looking
like the green fabuloso and I was like, yeah, I'm
good on that.
Speaker 3 (41:31):
I'm okay, that's great, perfect, all right. So thanks thanks
for having me, Molly. This has been great, great.
Speaker 2 (41:35):
Thank thank you Adrian.
Speaker 1 (41:36):
It's always a pleasure, and thank you for tuning in
today to camp content. I hope you guys enjoyed the conversation.
I hope you're inspired to go get some good salt
life products. I know, I am. We don't have them
here in Costa Rica yet, but you never know. And
uh and if you have a vet or somebody like that,
like you could also maybe bring them a bottle or
tell them about it, because there's a lot of cleaning
(41:58):
going on in those places, a lot of vaccinations, a
lot of stuff happening, and so that would be a
great way if you love the product to get it
into the places where your animals are, maybe even your
kids school. You can tell them a dog or not
a parent, because I went for the vet first. But
on that note, thank you all for tuning in and
we'll catch you on the next one.
Speaker 4 (42:17):
Thanks all right, all right, thank you so much for
tuning in to another episode of camp Content.
Speaker 1 (42:28):
This is Molly and this is Matt and we are
Heartcast Media aka camp Content.
Speaker 2 (42:33):
And we appreciate all of your support.
Speaker 1 (42:35):
If you found this content valuable, please comment on social
media LinkedIn wherever you find us and we will make
sure to comment back.
Speaker 3 (42:41):
And be sure to go on and subscribe and like
on your favorite platform Spotify, iTunes, YouTube, you name it.
Leave us that subscription, leave us that good review.
Speaker 1 (42:50):
Well, love you forever, So until next time, be excellent
to each other and we'll see you next week.
Speaker 3 (42:57):
Produced by heart Cast Media.
Speaker 1 (43:01):
Thank you for tuning into Camp content hosted by Hardcast Media.
We are a digital content agency focused on content marketing
for businesses and brands. If you're looking to save time
and be more consistent with your marketing and need a
little guidance on what to say and how to say
it and where to say it, we got your back
book a discovery call today and let's talk
Yeh, all right, ladies and gentlemen, Welcome to camp Content.
Speaker 2 (00:57):
Uh.
Speaker 1 (00:58):
This is a window into the transformative world of content
marketing in twenty twenty four. I gotta let I gotta
stop letting AI write so much of these things. Camp
Content is a podcast where we talk about content marketing
in twenty twenty four and how you can use content
marketing to get more business, because that's what's on everybody's mind.
So I'm super our guest today, Adrian. Oh, it's Fully,
(01:21):
is it?
Speaker 2 (01:21):
Fully?
Speaker 1 (01:23):
I doubted myself. I doubted myself. Okay, Brian, We're gonna
have to edit this out, all right, So I'm through
to welcome today's guest, Adrian Fully. He is the CEO
and president of good Salt Life, which is a leader
in delivering eco friendly solutions with a unique twist in
the animal health industry. He is a recent grad and
(01:45):
I'm talking like a month ago, graduated with a master's
degree from Harvard University. So shout out to you, Adrian
for doing that. I mean, that's that's super like, seriously
super impressive. Adrian is an expert at building high performing
creative teams, in helping successful strategies that tell impactful brand stories.
His leadership has not only led to significant ROI and
(02:06):
diverse markets, but he has also harnessed the power of
collaborative culture. Whether it's about the structure of brand storytelling
or the intricate customer journey, Adriane brings in valuable insights
into making content connect and convert. So let's jump.
Speaker 2 (02:21):
Right into it. Thanks for coming on the show again, Adrian.
Speaker 3 (02:25):
My pleasure, My pleasure. You made a joke about AI
writing your opening, but I use AI to write my
little bio, and I have to say. The cool thing
about AI, or for me, what I love is when
I hear it, like when you've just read it, I
can hear where the AI was writing, and I can
hear the little words that I threw in as a human,
you know what I mean, because they're just not exactly.
It doesn't totally you know.
Speaker 1 (02:45):
Collasse exactly well, you know, it's really good for summarizing,
and it does, but I keep having to tell it.
I'm like, nobody says maestro, Nobody says Maven, nobody says
delves into the transform like you know, let's real it
in people.
Speaker 2 (03:00):
But it does.
Speaker 1 (03:01):
It does a better job than I do sometimes, that's
for sure. So I'm excited to have exactly, I'm really
excited to have you back today. We recorded an episode before,
but it was like a month soon hit in the
middle of it. Literally, it was like the It was
the worst recording I've ever done because my WiFi kept
going in and out, and so I was piecing together
(03:23):
half of what he said, and I thought, let's just
redo this because it was such a great conversation. And
I have told my friends about Good Salt Life. I
have really started thinking about the products that I'm using
in my own.
Speaker 2 (03:33):
Home a lot more. I was using some.
Speaker 1 (03:36):
Spray bleached the other day and thought to myself, oh God,
I got I got to get to the States to
get some Good Salt Life products in my house.
Speaker 2 (03:43):
So let's let's start at the beginning.
Speaker 1 (03:45):
Can you give me a little company snapshot, like how
many employees were you located?
Speaker 2 (03:49):
You know, the little breakdown?
Speaker 3 (03:51):
Yeah, yeah, sure, my pleasure. So Good Salt Life is
small business. We're located in Athens, Georgia. We have most
of our employees are there. We have about twenty employees,
so pretty small, and our primary business is to make
cleaning solutions for a healthier environment for people, pets, and
the planet. That kind of is what it comes down
(04:14):
to you. And I can give you a good example
of how our cleaning solutions you think of like cleaning
solutions as like disinfectant, Well, anyway, how does that make
the world healthier, the planet healthier and all that kind
of stuff. The way we do it is we kind
of utilize sort of natural occurring disinfectants, natural occurring chemistries,
and we bottle those essentially and get those out. So
(04:35):
we're not talking about man made chemicals forever chemicals. You know,
if you use and I won't mention product names, but
if you use typical products that we're all so grew
up and so used to hearing the brand names around
in your home, you are often poisoning the air that
you breathe for a period of time as you disinfect
or you clean of off, often destroying the material of
(04:59):
the surfaces you're clean because the chemicals over time do
not gel well with wood and certain plastics of metals
and fabrics, et cetera. So at Good Salt Life, we've
taken like, for example, our Clean Republic disinfectant, it is
has one ingredient. It's called hypochlorous acid. Well, what is that.
Hypochlorous acid is literally the result of taking salt and
(05:22):
water and electrifying it. So we electrify salt water with
a reactor in our manufacturing plant in Georgia, and out
of the bottom of that reactor comes hypochlorous acid, which
is an amazing disinfectant. It was discovered in the eighteen
hundreds by a French chemist and actually occurs naturally in
our human bodies, if you can believe that, to fight
(05:43):
off disease. And so here's something that's awesome. You could
if you had to, you could drink it and you'd
be fine, because it's just saltwater essentially, and it does
better than bleach. It's it's way healthier than any of
those other traditional disinfectants. And like I said, it just
makes your environment clean, kills all the viruses, and it's
a healthy way of doing it. So that's kind of
(06:05):
our mission. It's not the only product we sell. Obviously,
we sell more than our hypochlorus disinfect and we sell cleaners,
we sell anti microbials, et cetera. But I think you
get the picture.
Speaker 1 (06:14):
And how many employees are at Good Salt Life.
Speaker 3 (06:19):
Yeah, we've got about twenty employees. A majority, like I said,
are in theur Athens, Georgia manufacturing plant. A couple of us,
like myself, are remote and we're just banging it out.
You know, we're a small business. We're very agile business,
and we're all driven by that same mission. You know,
is there a way to create a clean and healthier
(06:40):
environment for all of us in our homes and our workplaces.
Can we better the air quality in those in those locations?
Can we reduce the amount of bulletile organic compounds that
we're all taking into our bodies and all getting cancers from.
If that's what we can do in some small, little
sliver of the market, and we can sustain a business,
(07:01):
and we're happy, you know. Yeah, we'd love to be
the giant behemoth making fifty billion dollars a year in
disinfectant sales. But right now we're this little sliver and
we've got this segment and we're disrupting it and we're
pretty excited about it.
Speaker 1 (07:14):
I mean, I'm pretty excited about it too, for sure.
Ever since our last conversation, I mean, it makes a
lot of sense. Right people are talking a lot about
the vaccine and this and that and what's causing because
you know, everybody I know has some sort of autoimmune
disease or camp. I mean, too many of my friends
are dying of cancer. We're younger than me. I don't
know what's going on anymore. But then you walk into
(07:35):
a house and we've got plug in air fresheners, and
we've got you know what I mean, We've got all
these chemicals.
Speaker 2 (07:41):
You know, we're putting chemicals.
Speaker 1 (07:42):
As women, we're putting you know, on the most poorest
parts of our body, on our lips and our nail bed.
We put nail polish on our nail and leave it
there for weeks on end, you know. So you know,
it's a big conversation that really needs to happen. So
why not start with you know, you walk into a
place and it smells clean, but you know, maybe it's
not supposed to smell like anything, you know, like, what
(08:04):
are we doing?
Speaker 2 (08:05):
So okay, so these the good salt like, well.
Speaker 3 (08:08):
Let me jump in, Let me jump in, Molly, let
me say this. The smell of clean, which is essentially
is bleach right that there's no way at this point,
we're past the point of no return. We've crossed the rubicon,
so we're not going to retrain the human brain to
say that that's a bad smell, Like that's the smell
we all associate with clean is the smell of bleach.
Our product, the disinfected I mentioned, it's called Clean Republic.
(08:29):
It has a slight chlorine smell which connects to the
same brain centers. So that's a good thing for us.
But people should be aware that smell, that smell of clean,
really is a signal that the environment is not clean,
that the air has been poisoned by that product. Let
me just give a quick thing. So this is something
I learned because I'm new to this business. You know,
I didn't comfort business. Been here a year and a
(08:50):
half and it's been an exciting journey learning about chemistry
and all the other stuff. What I didn't know is
that everything in our life does It's kind of a
goofy way to say it, but it's everything off gases,
meaning the wood, the plastics, the materials, the shirts, the glasses,
your nail pouch, everything is constantly small amounts of gas
are coming off of these man made and natural products.
(09:14):
So you're in an environment like your room here and
we'll get into the animal health vertical later and we'll
talk about animals. But you get you know, you'd like
this office here. There's enough volatile organic compounds in the air.
It's safe just from this stuff without doing anything. Now
we bring in a cleaner that has a propellant like
buttane or some other chemical in it that humans should
(09:37):
not be breathing, and you spray down these tables and
desks and chairs and everything. Now you're massively increasing the
off gasing into levels that are completely unsafe. But nobody
knows that. Like I don't know to I just sprayed
and wiped and then sat down and went back to work.
You know, I didn't know that I'm breathing it. And
so we talk about you talked about earlier. Everyone's getting
(09:58):
cancers at younger ages. These are not the problem, but
they're part of the problem. So anyway, I think something
that I get jazzed about going to work every day
because I know I'm doing good. That kind of when
it comes.
Speaker 1 (10:10):
Down, I mean, I think it's I think it's I
think it's great that you're new to the industry because
it means you're coming in from a different place, You're
coming in with a different perspective, You're gonna understand and
be able to tell this story a little better. One
of my favorite quotes is you can't read the label
from inside the jar. And sometimes when you've been working
on something for too long, you lose sight of how
to be able to say what it is you're doing,
(10:30):
where somebody new can kind of come in and wrap
that up with a bow, which.
Speaker 2 (10:34):
Is probably why they promoted you to the CEO. You know,
I think they're really good at it.
Speaker 4 (10:40):
Though.
Speaker 1 (10:41):
Let's talk a little bit about that transition from to
the animal animal health industry. Let's talk about that how
what was that pivot or that adaptation?
Speaker 3 (10:53):
I should say, that's well, when I first came into
the company, I was the chief marketing officer, so my
for the first year, basically I was focused entirely on marketing.
And the first thing I looked did was look around
and I said, Okay, we're primarily commercial in you know,
we're selling B to B, but there is an amazing
consumer opportunity here, and so let's start shifting to consumer.
(11:14):
And our founder, Rick Oshe brought to me the idea
of the animal health market because he was at that
time talking to Mirk Animal Health, a division of the
big pharmaceutical company Merk. What everybody kind of was figuring
out at that time, it's about a year ago, was
the one health model, which is gaining popularity, this idea
that we're all connected, animals, people, planet spaces things. Right,
(11:38):
So instead of just how do we just help our
health or how do we just help the animals health,
how do we do everything? So everybody's kind of helped
out what's the one health model and how do we
fit into that plan? And so being able to take
our products which are safe for animals and go into
the animal health environment and help animals while we're over
here doing the help for humans is all part of
(12:01):
that same one health model, which is exciting. So they
were talking about all of that. They brought that to
me and we started jamming and we sort of pivoted
as a company and really put a lot of fun
and we still are a lot of focused efforts into
animal health. And the reason it works so well, particularly
with our partner Merk, is because they have vaccines and
the vaccines work, but they work even better if the
(12:22):
viral load in the environment where the animals are is reduced,
so it really helps their existing products last longer, viruses
don't mute as quickly to it, et cetera. As well
as just in general keeping the animal environments healthier, and
what are the results of keeping the animal environments healthier
and cleaner. They get bigger, they get stronger, they live longer.
(12:44):
If you're talking food supply animals, chickens, dairy, cows, et cetera,
they're going to produce more of that food supply whatever
that you know, milk or whatever that production is. So
it's good all round for people and the animals. That's
kind of how we got in to it. And now
here I am the guy thrust into this money learning
about chemistry and learning about you know all this and
(13:06):
environmental uh you know science, and then okay, now also
go learn about animal health and veterinarians and you know this.
So it's been quite a right, I got to tell you.
Speaker 1 (13:15):
I mean, I really appreciate that the vision for the
company this this like one world, this one you know
unit idea. I mean, I have three dogs and they're
my best friends, so I'm all about taking care of
all of the animals living in Costa Rica too.
Speaker 2 (13:30):
It definitely gives you a perspective on caring for animals.
Speaker 1 (13:34):
So, as the chief marketing officer, I know you use
a lot of storytelling in your marketing How how had
how did you use that with Good Salt Life to
get some of these results that you're having that to
get in front of people like like you know, mrk
or Merrick.
Speaker 2 (13:47):
I don't know how to say it.
Speaker 1 (13:48):
But uh okay, yeah it sounds like I'm saying it wrong.
Speaker 3 (13:53):
But you know, how did I said? I said it
wrong too? You're not a low.
Speaker 1 (13:58):
But yeah, tell me how how kind of that journey
was Good Life evolved using storytelling in your efforts?
Speaker 3 (14:06):
Yeah, I'm glad you asked. You know, the first half
of my career was as a storyteller. I was in
the entertainment industry, first on the creative side as a
writer director for movies and then eventually as a producer
for other writer directors, and it evolved over time and
mostly got into making commercials for brands, And that's sort
of how my journey into marketing began. You know, there's
all sorts of story techniques that you can use to
(14:28):
tell stories to track more conversions or brand awareness, whatever
your KPIs are. But what I do now and what
I did when I joined A Good Salt Life was
I go all the way back to the start. What
I mean by that is I go back to essentially neuroscience,
and I say to myself, how does a human brain
(14:51):
Because it's a human that's going to make this decision.
It'll be AI in the future for sure to some degree,
but the human is going to make a decision to
purchase this disinfectant or not. So what is how do
people make decisions? They how do they decide to do anything,
whether it's in business or their personal life or whatever.
And so I went and studied that. I went to
(15:11):
Stanford and did courses there to learn about decision making
and the science behind the neuroscience behind it. And what
I discovered was A it's already a huge feel that
people have figured out a long time ago. B. There's
a math formula that really sums it up, and it's
really simple. It's E, the letter E, which stands for
(15:32):
emotion times VB which stands for the value of the
benefits plus VP the value of the price. So emotion
times the value of the benefits of your product plus
the value of the price or your product essentially equals
the decision in your favor. And so the thing that's
the key here, and this is the key for storytelling
as well, and particularly for marketing departments because they're usually
(15:55):
the ones generating the story, is the emotion component. You
cannot get to the that the human brain won't even
consider the value of the benefits or price of your
product or brand or your service if they're not highly
positively emotion I have a high positive emotion around it already.
So I'll give you a good example, and that is
the Apple iPhone. When those things first came out ten
(16:17):
years ago or whatever it was, people would sleep out
overnight in order to get the next iPhone, you know,
iPhone too. I gotta get it. I gotta be the
first one. It'll be in the stores in two weeks,
but I got to get it tonight, right, sleep out
overnight to get it. And every one of those folks
was interviewed as to why would you what's so great
about the iPhone that you would sleep out overnight to
get it? And nobody knew why they were doing it.
(16:40):
They just knew they had to have it. And that's
because they had this massive positive emotion around the product
or in this case probably Apple the brand, and that
comes from how the brain makes decisions. And from a
science perspective, it's pretty simple. There's two systems in the brain.
There's System on and system too apply named of course.
System one is your emotional system. This is your fight
(17:01):
or flight response. This is your knee jerk reaction, your
gut feelings. It's also where all of your autonomous things
happen where you don't think about them. I don't think
about breathing, I just breathe, right. That happens in system one.
System two is your data analysis. This is where it
thinks about all of the things you just came through
System one and then makes a final decision. So your
(17:23):
decision making process is a combination of the two systems,
but it always has to go through System one first,
the emotional part, before you'll start to consider the data.
And so knowing that a marketing department and marketing leaders
can say, okay, we need to do I don't know
a piece of collateral that doesn't lead with the benefits
(17:44):
of our product, or why we're three times faster or
we're better than the next guy, or the price the
way were five times cheaper. We're not going to lead
with the data. We're going to lead with the emotional component.
What resonates emotionally with the customer, and so of course
knowing that it drives your storytelling technique. And I will
add one last thing is that that system one, you know,
(18:06):
that autonomous thing. Ninety eight percent of our decisions is
made there with no system to interaction at all. So
when people tell you, Molly, oh, I'm data driven, we're
a data driven company, just know that's complete. BS. They
may want to be data driven, but they're not. Based
purely on our biology, we cannot be data driven. We
(18:27):
are emotion driven, and then data comes in and validates
that emotion. You know, you tell me a great joke.
You tell a lot of great jokes by the way,
you tell me a great joke and I laugh without
thinking that system one? If I then go, wait a second,
was that inappropriate? Should I not be laughing at that?
That system too, hope, which.
Speaker 2 (18:45):
Is a pretty solid question. What I'm telling jokes honestly.
Speaker 1 (18:48):
Part two is oh oh that was suchy Yeah, that's
my sweet spot right there. So, so how I would
imagine the storytelling really comes into play with Good Salt
Light because you know, you want your kids and you
want your family to be okay, and you want your
animals to be okay. You want everybody to be okay, right,
unless you're a sociopath. So I would imagine that that
(19:08):
would really I mean, you know what happened. I would
imagine that comes into play quite a lot. Are what
is a goal for like good Salt Life, what is
I know you're a smaller company, but are you shipping everywhere?
Are you hoping to become bigger or are you really
focused on staying where you're at and growing organically?
Speaker 3 (19:27):
Yeah, I think I think it's a great question. I
think our main goal is to continue to drive market
share in the animal health vertical. That's where we have
the best traction. At the same time, although it's more gradual,
drive market share in the consumer space, you know, on
the storytelling portion of all of this. One of the
(19:49):
after figuring out how people make decisions, the next thing
I had to do was go, Okay, we're going to
shift in to selling consumer because because when I came
on board, they were mostly B to B. But what
consumers want? Why do consumers clean their homes like white, white,
like you know, and who are we competing with? We're
competing with made services, We're competing with people who just
(20:11):
don't clean their home at all. You know, who's the
buyer of the products and what. So I dove into
that research. Thankfully a lot of it already exists, and
I learned something really cool interesting. I guess, I don't
know if it's cool, but and I then was brought
it to myself and like, this is really this does
make sense to me because my wife and I do
our own our own home cleaning. We like, we just
(20:33):
prefer to do it. And it turns out all the
studies show people don't clean their homes to be cleaner,
to be more health conscious, to protect their kids or
their plants or their animals or whatever. They clean their
homes secretly because they get a huge sense of satisfaction
out of it. It's like working out. No one likes
to work out, You do it because you feel good after.
So once you knew that, I'm like, oh, our marketing's
(20:55):
got to shift. Our marketing a can't be about the
data for consumers. It's got to be all about the emotion.
And but what is that emotion it's not about wow
it feels or this is amazing that I'm protecting my family.
The emotion is really about how you feel the sense
of satisfaction of cleaning your home and so kind of
driving the story in that direction. So that's sort of
(21:15):
what's driven our story for the last you know, little
under a year. Uh, it seems to be working. Our
numbers have increased month of a month at a you know,
really really great growth rates. So uh that that's that's
sort of there, and then what do you then? From there?
You just figure out what that story is. You know,
you know the outcome you want, you know, kind of
the relevant message to the consumer. You know that it's
(21:35):
mostly females buying these products, so you're your your your
storytelling should skew whatever this means today as I don't
even know what it means anymore, skew more female, you know,
and uh, you know, and and then and then you
come up with great stories and then you figure out
your channels. My god, a story is gonna be different
on Instagram that it is on OTT you know something
like that.
Speaker 1 (21:55):
So for sure, I mean that's interesting because you know
you're B to B S is a totally different like
sales cycles, sales language, everything than consumer based, which reminds
me I have an introduction I want.
Speaker 2 (22:07):
To make on the B to B side, But how
are you navigating that?
Speaker 1 (22:11):
Like?
Speaker 2 (22:11):
That's kind of it because those are that's two totally different.
Speaker 1 (22:13):
That's that's a totally different business.
Speaker 2 (22:16):
Almost.
Speaker 4 (22:17):
Yeah.
Speaker 3 (22:17):
Yeah, Well, we, for better or for worse, we rely
on distributors on the B to B side. And I'll
give you the truth of it all is it's a
I think it's not even twenty eighty. It's probably five
ninety five, meaning five percent actually sell ninety five talk
about selling. So that's the unfortunate part when you have
a business that's distributor sales driven. But the ones who
(22:38):
do sell, they're out there telling similar stories to the
consumer side, but not exactly the same. Like the buyer
of a thousand gallons of disinfectant for a school district
in Los Angeles, Let's say that's their professional job to
do that. They are driven by emotion, So you have
to find, like that facility manager or that procurement professional, Well,
(23:00):
what drives them emotionally? How do you tap into that? Now,
a lot of these distributors I frankly have relationships, and
the emotional component of that math problem I was mentioned
earlier often falls onto in person sales team. You know,
a person that actually has a physical or not physical,
an emotional relationship with a customer for X amount of years.
(23:23):
They just trust that person. You know. That's kind of
where your emotion can come in. So on the B
to B side, it is more difficult. The sales are
sales cycles much longer. We're constantly staying top of mind
via digital marketing tactics with the B to B customers,
but quite frankly, we do rely heavily on our distributors
to get out there and sell. Yeah.
Speaker 2 (23:43):
I mean that makes a lot of sense. Very interesting.
Speaker 1 (23:48):
So let's talk about Well, I had all my all
my other questions are around marketing.
Speaker 2 (23:52):
But now you're the CEO, so I gotta I gotta
shift some of my questions.
Speaker 1 (23:56):
But let's there's some speed round questions because those are
always Yeah, So all right, what is one book that
every content marketer or CEO should read?
Speaker 3 (24:10):
Oh my gosh, I I if you willok At, if
anyone watching looks at my LinkedIn, they're going to see
every other week I'm putting out a book promoting a
book that I that I read, and I'm a massive
book reader. Just started reading Alex Brueckman's book The Strategy Something.
It's great, it's unbelievable. But the one book that everyone
should read is called Thinking Fast and Slow by Daniel Khanneman,
(24:33):
who was a professor at Harvard who wrote the book.
That is essentially what I was talking about earlier, understanding
how people make decisions and the neuroscience behind it, the
human behavioral aspects behind it, etcetera, etcetera. If you can
just learn that one thing, the rest of it will
come in. I think that was the biggest AHA moment
(24:55):
for me in my career, was getting that one book
and reading through that and that came through a Harvard
professor that I that that I had in one of
my classes a couple of years ago, and that was Boy,
that was a game changer. Thinking Fast and Slow by
Daniel Conneman.
Speaker 1 (25:10):
Okay, I wrote it down. I'm a book book reader too.
I'm like super I've read like way too many books
in the last few years. I made it a mission
of mine to uh to try to fill in the
gaps of the things I didn't know which is they're
actually grand canyons of gaps of information that I don't know.
I'm not just cracks on the sidewalk. So I'm always
been ready for more books. Can you name a brand
(25:34):
whose content strategy you think is great?
Speaker 3 (25:38):
Red Bull number one. I think Red Bull's always been great.
I think they invented content strategy, to be honest with you,
because here they are selling little eight ounce or whatever
they you know, energy drinks, I mean, and suddenly they're
really a content company. I mean I forget sometimes that
they sell a product like that because it just got
so much great content out there. I think that's a
(26:01):
good place to start. There's a lot of smaller companies
that do great content. I mean, quite frankly, that changes
a lot for me because I'll see something and go, oh,
these guys are great, and then two days later I
see somebody else, Oh they're even better. You know. And
it depends on what channel you're talking about, I mean,
is it social content or is it you know. I
will say this, some of the traditional channels, ninety nine
(26:22):
percent of the content really sucks. Like if you listen,
we listen to digital radio in the house here, we've
got the Alexa and whatever and we love it, and
those commercials which just got awful. I mean, it's just
like you can feel that it was an older traditional
marketing model that's dying out, you know what I mean,
Like just the style of the way commercials were done.
It's still being done on digital. They just took radio
(26:45):
and just transferred it. Same thing with OTT. A lot
of those television commercials just suck.
Speaker 2 (26:49):
There's so many.
Speaker 1 (26:50):
But I guess they've run out of ideas and so
they're just doing it again or I don't know. It'll
be a really interesting shift to see what happens. You know,
influencers and people are kind of taking over because I
think people are less interested in hearing from the company,
more interested in hearing from the people using it.
Speaker 2 (27:07):
But interesting.
Speaker 3 (27:09):
I was in entertainment. My first part of my career
was entertainment, and I remember, I remember distinctly the shift.
It was like early two thousands, late nineties into early
two thousands, when you would go pitch a movie to
a studio, the shift from starting out your pitch with
the movie poster tagline and the movie poster image. You'd
(27:32):
start out with that, and the executive would be like Okay,
tell me about the movie, and then you'd tell the
whole story, right, or some version of the whole story
that was only maybe twenty minutes long, and you'd make
a sale based on that, and they'd make the movie
and it would have depth and contexts and'd be great.
And then all along comes, you know, this movie called
Snakes on a Plane, and that was the poster, the tagline,
(27:55):
and then when the movie came out, that's all it was.
There was nothing beyond that. I mean, it was there
was just snakes on playing and they're running around and
they're trying to get you know, I mean, like, oh
my god, what happened to the industry? And I feel
like the same has happened in marketing. And although I
do know, do know that we're shifting now to the FEU,
which I think is great, But for a long period
of time there it was just so on the nose
with no deep thought or context. Like you probably know,
(28:19):
you probably grew up watching sitcoms. Great sitcoms of the seventies, eighties,
and even in the nineties had dramatic moments. We weren't
just laugh laugh, laugh, laugh, you know. And then something
shifted and as soon as something became dramatic, they would
immediately someone would make a joke to dispel the drama
and we would never have a crying moment. And that
(28:39):
again just made it all flat, like there's no dynamic
range to anything anymore in content. And I don't know,
I think some of the best content creators out there,
you know, obviously, the ones that are successful, are doing
stuff with dynamic mm hmm. That's just my personal opinion.
I don't know. I try to dig deeper in everything
we do, even if we have no money and it's
no budget and we got to shoot something with the iPhone,
(28:59):
you know, think deeper in some way.
Speaker 1 (29:02):
Yeah, I mean, I love that I grew up on
those sitcoms and I think they made me who I
am today. Like you know, so many great show like
Benson and Different Strokes. I mean, there's a lot of
diversity in the TV we watched. And even though some
of those roles were a little bit like Benson he
was the butler, and give me a break, she was
the nanny, but like not in my eyes as a kid,
(29:24):
those people were like so wise and smart and deep,
and she wasn't the nanny. She was like the step
in mom who took care of you know, there was
there was a lot more like depth and the stuff
we I mean, I grew up on mash right, Like
I was watching mashes, Like wait, we all was We
were like eight years old watching like a TV show
about the Korean War, like what is life? You know,
(29:46):
it was definitely a different time back then, and we
did have a lot more depth. And I think people
are I think a lot of people are afraid, right
because we live in such a volatile time where if
you say something, you get canceled or whatever that I'm
convinced nobody actually gets canceled, because there's still millionaires who
are canceled. And I'm like, okay, let me Alex Jones
(30:06):
is still making money, Okay, so like no one's actually
getting that guy should be like thrown below the jail
as far as I'm concerned, not just canceled and he's
still making money not paying his debts.
Speaker 2 (30:17):
Right.
Speaker 1 (30:17):
But we've we've evolved into the society of like not
wanting to go deep, you know, unless you're watching This
is Us and then all you do is cry for
a half an hour at a time.
Speaker 2 (30:26):
But God, that show is so brutal.
Speaker 1 (30:30):
Although I watched it last night, I'm like crying, ugly
crying at my desk, like all right, I gotta stop
watching this show.
Speaker 2 (30:35):
It's killing me.
Speaker 1 (30:38):
But I like that, And I think I think, you
know what, You're in the exact right place because you're
in a company that actually cares. And even though it's
a company and a business, it's still like creating really
good products that make the world a better place. And
I think everybody should want to want to use those products.
So I think they got the right guy doing the job.
You know, for sure, I really do believe that age,
and I think I think you're read all right, So
(30:59):
I have a I have away.
Speaker 3 (31:00):
I mean, look, listen, you got to take a swing
at something. Take a swing at something that's for the
good of everybody, you know, and it doesn't have to
be at the you know, loss of profit. You and
I talked about this before. It's like, build a great culture,
even if it's just a small company like ours of
twenty people. Build a great culture where everybody wants to
show up, and I think ultimately you'll leave a great legacy.
(31:21):
I mean, it's about excellence, not perfection. So let's just
all show up and try to be excellent and love
each other and try to do what's right for the world,
and we'll still make money. We're still going to make money.
That's that's the greatest thing about it. It's not that
we have to all be broken living in.
Speaker 2 (31:37):
Traders to do dumpster dive for dinner. You know.
Speaker 1 (31:40):
Yeah, right, I'm with you there. I think that's fantastic.
I really do, because there's a lot of things that
aren't making the world a better place. But we get
to make that choice, right, we get, you know, whether
we feel like it or not with politics and everything else,
but at the end of the day, we all we
all make that choice. And I heard a quote years
ago that said, you are what you do every day.
Speaker 2 (32:02):
And man, you.
Speaker 1 (32:03):
Know, if you spend most of your day lying to people,
then you're a liar, you know, you must say, lying
to yourself, you know. So, so I'm with you there.
I don't know if a podcasts will change the world,
but they're certainly not hurting it, right, so it's a
good place to start.
Speaker 2 (32:21):
It's right, that's right.
Speaker 3 (32:23):
I was listening to one I won't name it, but
there was a podcast I listened to and the two guys,
the one guy whos the interviewer and the guest we're
talking about. How wouldn't it be great if Trump and
Biden separately came on to one of these popular podcasts
where they had to sit for two to three hours
and just talk and be themselves and get through twenty
(32:44):
minutes of the talking points that they've scripted and get
into being themselves. Wouldn't that be better for the country overall?
We get to know the person, you know. I agree,
I mean, I think they would both really shit the
better that they had to. But the truth. But the
truth is, I mean, we what we saw with Biden
in the debate, we would have already known that, like
we would just we would know. We'd be better informed,
(33:05):
you know. I think would be more empathetic too, like
we we. I don't think they want us to be
empathetic towards our leaders for some reason. I don't know why.
Speaker 1 (33:14):
Very it's very strange, you know. Yeah, it's a crazy time.
It's yeah, you know, I wish I wish we could
all get back to being people.
Speaker 2 (33:23):
Right.
Speaker 1 (33:23):
I was talking to my dad about this over the weekend,
and it just doesn't seem like there's any winning in
this election. Like both sides are convinced it's going to
be the end of the world.
Speaker 2 (33:31):
Both sides are.
Speaker 1 (33:32):
Convinced the other guy is the devil himself and both
you know, and so there's no winning, there's no winning.
One guy wins, everybody else is upset. The other guy wins,
everybody else is. There's no winning in this election. It
feels so bad, you know, it just feels so and
so lacking in like you know, the human component of
(33:54):
like you know of both of them, and I can't
even believe I'm saying that. But both of them deserve
like compassion as human beings, you know, And I don't know,
we've gotten so far away from I mean, compassion for
one another, you know, in even the basic sense. Even
people that have the same belief systems are yelling at
each other right now. It's a very it's a very
(34:15):
crazy time to be alive. So I think focusing on
a on a company with a good product that makes
people healthier and better and feel more accomplished after they
clean without having a poison themselves, seems like a good
place to put some energy. You know, you guys need
an assistant. You let me know, because man, oh man,
what a time. All right, so I have a I
(34:35):
have a wild card question for you, and then and
then we're going to wrap up. So all right, if
you could launch a completely off brand marketing campaign for
good Salt life with an unlimited budget, what would you do?
Speaker 3 (34:51):
Oh my god, a completely off bring.
Speaker 2 (34:54):
Well it could be. I don't know why.
Speaker 3 (34:55):
Well, well, here's what I say. A lot of our
chemistry trees can be used off label. We don't. We
can't go out there and tell people, like we have
a dog. We have this thing called dog one Oder,
which is a pet odor remover, and we market it
on dogs because of their most pop but regardless, like
for all pets. But you know what, this chemistry is
also amazing at we're getting rid of your shoe oder,
(35:19):
getting rid of interior car odor. Like I wish I
had a million dollars to go out there to tell
them all of the things they could use it for
beyond the pet odor eliminator thing. But the world the
market doesn't work. They want to just it's kind of siloed,
and I get it, you know, I think I would
probably start there because that's one of our best chemistries
and it does so much, but yet we're kind of
(35:39):
confined in how we can market it currently.
Speaker 1 (35:41):
Well, I'm gonna suck up on good salt light products
because I got three dogs.
Speaker 2 (35:46):
There's a lot of weird odors in this house.
Speaker 3 (35:48):
We'll ship you, so just get afterwards, give me a
We'll ship you a bunch of stuff. You'll you'll be happy.
Speaker 1 (35:53):
I got with three dogs, I got a lot of
odors in this house, you know what I mean. And
I walked by the couch earlier and was like, you know,
the old smell test. I'm like, oh God, I hope
one of them been pee on my cougaries. I've been
gone for two weeks, you know. I'm like, oh no,
they didn't, but they will the next time, one of them,
you know what I mean. Like it's a never ending ye.
Speaker 3 (36:16):
We have four dogs, so I'm right there with you,
and they just smell. After a while, they just smell.
I mean, it's not you know, they don't bathe every
day like we do, you know, so it's natural. But
I didn't I get My wife's a dog trainer, so
we you know, I love dogs, but she's more involved
with them on a daily basis than I am. And
we'll have someone coming over and I'll scramble around springing
stuff to bring the odors down just because I get embarrassed.
Speaker 1 (36:39):
Yeah, dog lovers, we don't care. It's like a comforting smell,
like my dogs have been here, you know, my little
stinky girls.
Speaker 2 (36:48):
I love them.
Speaker 1 (36:49):
Well, Adrian, thanks for coming on the show again today.
I was really looking forward to it, to be honest.
It's always fun hanging out with you. You're a good
person and easy to chat with and and I really
respect the work you're doing.
Speaker 2 (37:01):
Congratulations on the the MBA from Harvard. I mean really,
I mean I know.
Speaker 3 (37:10):
The graduation was like I can't even describe it. It was
like right out of a fairy tale thing, you know
what I mean. Like we're sitting there in Harvard Yard
with twenty thousand students and I'm like in that it
was one hundred degrees and one hundred percent humidity, pouring sweat,
but it didn't matter. I'm at Harvard. It was so cool.
I gotta tell you what A took four and a
half years to get there, Molly. So now I'm taking
(37:30):
a break from all all learning.
Speaker 1 (37:33):
Except well, congratulations on that, and congratulations on the recent
promotion to CEO. They definitely they know they got a
good thing with you, and so there's some smart people
over there at good Salt Life, that's for sure, And
I really I look forward to staying in touch with
you and seeing what happens. And who knows, maybe you'll
come to Costa Rica or maybe I'll be out in Colorado.
Speaker 2 (37:54):
You never know.
Speaker 1 (37:56):
Like we were talking before we hit record, life has
a funny way of bringing you near the people you're
supposed to be hanging out with. So so before it
really does, before we go, let's tell everybody how we're
gonna have all your links and everything in the show notes.
But if anybody wants to connect with you, what's the
best way to do that?
Speaker 3 (38:14):
Yeah, well connect with me personally. They can go to LinkedIn.
I tend to respond to the non sales messages I get,
so I'm absolutely accessible. So go to LinkedIn. I don't
remember my handle there, but it's Adrian fully and you
can find me there. For the company, they can find
us at good Saltlife dot com. Our website is about
(38:36):
our new one is about to be launched. I'm super
excited about that that's gonna happen I think later this
week and uh, and then you can also find our
products on Amazon Staples. HD supply will be in Chewy
dot com soon, I hope if all goes well, and
Walmart dot com is coming up, so a lot of
ways you can buy the great products and uh and
(38:57):
to learn more about the company, you can certainly go
to our socials as well.
Speaker 2 (39:01):
That's amazing.
Speaker 1 (39:01):
Yeah, Well head on over people, get you some Good
Salt Life products.
Speaker 2 (39:06):
I mean, I think we've all, you know, evolved to
this point where something in your house is probably causing
you problems.
Speaker 1 (39:12):
Like for me, it's the fabreze air fresheners and cars.
If by getting ubers and they're in them, I politely decline,
I have to get out. I give them a good
rating and all, but I can't do it. Like I
think we're all you know, certain candles.
Speaker 2 (39:25):
So if you're.
Speaker 1 (39:26):
Starting to have those things in your life where you're like,
every time I turn that on, I get a headache,
Well it's the thing, right, So if you've been experiencing
any of those moments, this is a good time to
go check out Good Salt Life and replace some of
those products. Adrian was able to share a story with
me about tracking the particles in the air and all
(39:46):
of that.
Speaker 2 (39:48):
If you want to share that story again.
Speaker 3 (39:52):
This is this is an air quality monitor. It's called
app motube. They could look up at motube. We're not
related with, they're just friends of. But also on Amazon
for fifty bucks or less, you can get these little
air quality monitors. Just get one, put it in whatever,
like your kitchen, and then go bake something in your
oven and watch that air quality monitor. Go ah because
(40:14):
stuff's just coming out that you shouldn't be or just clean.
Put get one and just clean with your standard dis
effective that you currently have. It's not good and you'll
see and you'll see what you're breathing.
Speaker 1 (40:23):
Yeah, And that really stuck with me because I I
recently brought some like spray bleach, and it's like a
mister like goes.
Speaker 2 (40:30):
Everywhere but where you wanted to. I'm like, this is
the stupidest, Like who designed this? You know?
Speaker 1 (40:36):
I like bleached a couple of my shirts by accident
because I like walked through this. I mean really so
so yeah, so ever since you've told me this, I'm like,
oh my god, this is horrible. I got to get
this stuff so I had to use some the other day,
but I opened up all the doors and windows. I
was like, well, if I can at least like get
the air out of the room, that helps a little bit.
But uh yeah, but I think we're all there. I
(40:58):
think we've all at least had one moment of being like,
this probably isn't good. You know, this probably isn't good
for me. Well, it's not plot twist, it's not. So
you'll get some good salt.
Speaker 3 (41:08):
Like if it's a really strong scent, it's not good. Yeah,
that's the only way I can think.
Speaker 1 (41:13):
Like everybody's like, I love fabuloso, I'm like, I do not.
Speaker 2 (41:17):
I do not know, I do not.
Speaker 1 (41:20):
I went to a bar here in Costa Rica recently
and got a halopeno margarita and it came out looking
like the green fabuloso and I was like, yeah, I'm
good on that.
Speaker 3 (41:31):
I'm okay, that's great, perfect, all right. So thanks thanks
for having me, Molly. This has been great, great.
Speaker 2 (41:35):
Thank thank you Adrian.
Speaker 1 (41:36):
It's always a pleasure, and thank you for tuning in
today to camp content. I hope you guys enjoyed the conversation.
I hope you're inspired to go get some good salt
life products. I know, I am. We don't have them
here in Costa Rica yet, but you never know. And
uh and if you have a vet or somebody like that,
like you could also maybe bring them a bottle or
tell them about it, because there's a lot of cleaning
(41:58):
going on in those places, a lot of vaccinations, a
lot of stuff happening, and so that would be a
great way if you love the product to get it
into the places where your animals are, maybe even your
kids school. You can tell them a dog or not
a parent, because I went for the vet first. But
on that note, thank you all for tuning in and
we'll catch you on the next one.
Speaker 4 (42:17):
Thanks all right, all right, thank you so much for
tuning in to another episode of camp Content.
Speaker 1 (42:28):
This is Molly and this is Matt and we are
Heartcast Media aka camp Content.
Speaker 2 (42:33):
And we appreciate all of your support.
Speaker 1 (42:35):
If you found this content valuable, please comment on social
media LinkedIn wherever you find us and we will make
sure to comment back.
Speaker 3 (42:41):
And be sure to go on and subscribe and like
on your favorite platform Spotify, iTunes, YouTube, you name it.
Leave us that subscription, leave us that good review.
Speaker 1 (42:50):
Well, love you forever, So until next time, be excellent
to each other and we'll see you next week.
Speaker 3 (42:57):
Produced by heart Cast Media.
Speaker 1 (43:01):
Thank you for tuning into Camp content hosted by Hardcast Media.
We are a digital content agency focused on content marketing
for businesses and brands. If you're looking to save time
and be more consistent with your marketing and need a
little guidance on what to say and how to say
it and where to say it, we got your back
book a discovery call today and let's talk
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