December 24, 2024 ā¢ 31 mins
What do you get when you cross Unicorny bloopers with Dom?... A roasted potatoš„
Find out why, as Dom and the Unicorny crew celebrate Christmas with a few outtakes (kindly provided by Pete the editor) and a look at some of our favourite moments.
Join us for a laugh and a touch of brand wank in this festive wrap-up episode.
Links
Full show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/8MWkWG_2C54
LinkedIn: Dom Hawes | Nichola Fairley | Pete Allen | Laura Taylor
Sponsor: Selbey Anderson
Other items referenced in this episode:
95. Impossible to ignore with carmen simon
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:10):
Well, hello, unicorners, it'sChristmas Eve.
I hope you've got a goodChristmas planned.
We at Unicorny certainly doand today it is our Christmas party.
Yay.
So we've got in the studiotoday we have Nicola.
Hello.
And we have Pete.
Hello there.
And we have Laura.
Hello.
Unfortunately, we don't haveRachel with us.
(00:32):
She's far too busy doing other things.
Her book is coming out in thenew year.
But there will be more ofRachel coming up very soon.
It's midday.
I still need to do myChristmas shopping.
I actually haven't started yet.
You see, I used to be likethat, but as I've got older and the
Internet's the place that Ishop so I no longer go out of the
house nowadays, which is lovely.
(00:54):
I tend to do it much earlierbecause I get better deals on the
Internet and I'm a bit of atight wad.
That's a good call because weare actually recording this the day
before Good Friday.
A Black Friday.
What about you, Laura?
Have you done your shopping yet?
No, yeah, no, I'm a ChristmasEve person.
Okay.
BP has a lot on offer these days.
(01:15):
The petrol station.
I do.
You got chocolate?
My one's got a Marks andSpencer's Light in it.
Oh, okay.
Yeah, yeah, yeah, yeah.
Cornish pasties that wrapped up.
They make quite nice presents.
They do.
And a good selection ofbirthday cards and such like, as
well.
So always there, Birthdaycards, Christmas.
Christmas cards, birthday cards.
It's all you need to do is youjust need to be creative and have
a Sharpie and you can easilyconvert one type of card into another.
(01:39):
So it's.
It's all good.
Recycling piece.
So we've had a good year this year.
We've certainly put a lot ofshows out.
We did that experiment midyear where we were going twice a
week, which was horrendous.
Yes, yes, it was.
We're back to once a week now,which feels a little bit more manageable.
Just for clarity, the showsweren't horrendous, it was just the
(02:00):
schedule that was horrendous.
The host was.
The guests were great.
Guests were amazing.
And the other host, that, theScottish one, she was amazing.
Yeah, yeah, she was amazing.
Yeah, Rachel was amazing and.
Well, to be fair, you wereokay yourself.
It went all right.
It went all right.
But there's lots of.
I think there are lots ofbloopers in the year, though.
Well, funnily enough, becauseof this time of year, it's a nice
(02:21):
time to bring that kind ofstuff up.
I think so, yeah.
Yeah.
Being a complete audio geek,I've got audio of stuff, of outtakes.
You guys been colluding on this?
Yeah, we have a little bit.
Yeah.
I thought we were going totalk about Christmas and Christmas
presents.
This is Christmas andChristmas present.
Is this your Christmas.
Present revenge.
Okay.
No, it's a present to you, Dom.
(02:43):
Oh, I see.
So, yeah, okay.
Absolutely.
So we'll get into some of that.
Okay.
Today, if you want.
Good.
Okay, we can do that.
I don't mind.
There were some prettyhorrendous bloopers on there, actually.
What I will say is, certainlythe bits I do to camera.
Yeah.
I try and delete the bits thatdon't work so that you only get the
clean bits because they oftengo like.
Sometimes it's seven or eighttakes to get a single piece to camera.
(03:04):
For the beginning or end, it's reasonably.
Easy to sound okay, but tosound okay and look okay at the same
time, that's really tricky.
I don't know how TV presentersdo it.
I really don't.
Funny you should say thatbecause since we went video first,
two things.
One, I've gone on a diet.
Two, I'm a lot more carefulshaving because I nearly lacerated
myself to death once and I sawthis thing on the video.
(03:27):
Yeah.
It's not good.
It's a completely differentkettle of fish, isn't it?
It really is, yeah.
Yeah.
Massively.
Massively.
How do the influencers do it?
Because they always look.
Makeup.
Yeah, it was makeup.
Yeah.
Yeah.
So we can get a makeup artistfor you.
We did.
We used it already on one ofthe shows.
We did.
Yeah, we had an odd spot.
But the big thing withinfluencers as well is they've been
(03:47):
doing it from a really youngage, so they've just been brought
up with that, haven't they?
And when you're young, you dolook good naturally.
Exactly.
Yeah.
Yeah.
You've got that natural youngyouth thing going on.
We should all hang out withmore young people.
Absolutely.
As far as bloopers areconcerned, what I've done is I've.
I've categorized some of them,if that's okay.
Okay, cool.
Yeah.
First of all, I think it'sfair to say, like the overly honest
(04:12):
host category.
Okay.
Do you want to hear one?
Yeah, go on.
Okay.
Okay.
Okay.
Sandra Vollrath, Fabulousinterview, fabulous chat.
And Dom being an overly honestpresenter product.
Microstation.
Oh, I remember Microstation.
Blimey.
Okay, we'll take a quick break there.
What was Microstation?
(04:36):
Do you know what's really,really upsetting about?
Tell me.
I actually used to do PR forthe company.
Really?
Yeah.
Like it was.
To be fair to me, it was 1998.
It was a lifetime ago, Dom.
It was a lifetime ago.
But I actually used to do PRfor that product and I still had
(04:57):
to ask what it was really.
Might tell you why I got firedoff the account.
That was really in 1998.
But this is the wandering ofediting, isn't it?
It's like, what off there?
What is it?
Oh, yeah, I remember that.
Fabulous.
So this is when you spoke toJames Gatoff.
Okay.
We heard how you started andactually sounds like Covid really
was catalytical.
Is that even a word?
(05:18):
I have no idea.
It was certainly the catalyst,wasn't it?
Dog.
It was the catalyst, yeah.
Too many cats already.
We prefer dogs anyway, don't we?
Anyway, it sounded like Covidwas a good catalyst for you, but
yeah.
Laura, what do you think about that?
I'm very opposed.
You've got two new cats.
I do.
I've got two lovely kittenscalled Bucket and Nuggets and.
(05:42):
Well, if you meet them, maybe.
Maybe that'll change your opinion.
Maybe dogs and cats will be onequal footing next time.
But the shame about that is,you know, because I'm a bit of a
nerd when it comes to languageand I.
And I get really upset when Ihear like.
Like bad grammar and stuff.
So to hear that, me saying that.
Catalytical.
I think it's a word.
Is it catalytic?
Isn't that the.
(06:02):
Catalytic.
Is catalytic words?
It's too long since I learnedthis stuff.
If you're.
If you know the answer tothis, why don't you email me unicornelbyanderson.com
Catalytic or catalytic.
So that's great.
I'm looking really good at the moment.
Yeah, I think so.
I think so.
Anymore.
Anymore.
It is what it takes about.
Yeah, okay.
(06:25):
The moment where your innerfilter fails.
Okay.
A little bit.
I must say, at this point,when we were compiling these list
of bloopers, Nicholas said tome, have you got anything of Rachel
screwing up?
Okay, I went, no, becauseshe's like, word perfect.
She's a pro there.
She's a prize.
(06:46):
Why do you think we broughther in in the first episode?
Well, there we go.
It's like we need someone thatknows what the fuck they're doing,
frankly.
But this is all highly.
Don't let your kids listen tothis because it's going to be lots
of bad language on this show.
This is where your thinkingcomes out loud again.
Actually, this is SandraVollroth when you were speaking to
her.
And here we go.
You will almost certainly comeacross those seven areas of waste.
(07:10):
And those are the things Ithink people aren't going to miss
while they.
No, hopefully not that.
And a boss is a twat.
Obvious.
Agreed.
Well said, Lauren.
Yeah, that was the.
The holiday season one, wasn't it?
Things that happen over theholiday season.
(07:30):
That didn't make the show, did it?
I think it did.
Did it?
The boss dinger twat did it really?
I think.
Yeah.
Did it?
Oh no, that was a bad edit byme then.
Possibly.
We've all had twats of bosses,I think.
Fair enough.
And also Catherine Reid got toexperience this.
(07:51):
Will like the rate of changeof score be measured.
Do you notice a massive uptickin someone's account score when they
come in market?
So I'm not sure I understandwhat you mean.
That's the joy of being me.
(08:12):
I used to have a three letteraccent acronym for that.
Miu.
Yeah.
Make it up as you go along.
Absolutely.
It's clear.
That's why I was doing that.
Well, that's a little teasefor January because we haven't had
Catherine on yet.
Oh, really?
Of course we haven't.
No, of course we haven't.
Well, that's not going to bein the show though.
Catherine's is a really goodepisode, by the way.
And thankfully Pete made mesound almost normal.
(08:33):
It worked.
It was a really good episode.
Excellent.
In fact.
Every episode is a great episode.
That's very kind of you to say so.
Every guest is excellent iswhat you mean.
Yeah, yeah, completely.
But actually to be fair, likeyou have, I think you have those
moments where you go like.
I'd like to call it the JimCarrey type of outtake.
Okay.
Where it rolls at the end ofthe credits and at some point everybody
(08:56):
realizes that it's going toroll at the end of the credits and
they kind of just go with itas an outtake.
Yeah, yeah.
Okay.
And they recognize that it'sgonna be a blooper.
This is what happened when youspoke to Steve Morlage.
Actually, I think this was notwhen you were speaking to him.
This was like an intro or anoutro or one of the bits, one of
the other bits that were recorded.
(09:16):
Because isn't that what brandbuilding is all about?
Before you go, please do methis very small flavour.
Flavour.
Flavor.
Would you like some crisps?
I'd love some crisps.
Cheese and onion for me.
Sugar levels are pretty low.
Lack of sleep.
(09:36):
Yeah.
Or I had a Hangover.
One of the two.
All three in the same category.
This is when you spoke toMichelle Booth.
Brilliant advice.
I hope you wrote that down.
We're going to come on to alittle bit more navel gazing.
Navel gazing.
We're going to come on somefuture gazing in a minute.
That's a totally different thing.
But before we head into thefinal part of today's show, I'm going
(09:57):
to sack myself after this, butI'm going to give myself a massive
package in settlement.
I've already signed the agreement.
It's fine.
Yeah.
You think I'm joking anyway.
Oh, dear.
Brilliant.
That was one of my favoritesof the year.
Michelle was epic.
Do you know Michelle's goneback to drama school?
(10:18):
Really?
Yeah.
Wow.
I've caught up with her afterthe show and she will come back to
corporate.
But she realized, I thinkafter coming on, on the show and
Michelle, if I've got thiswrong, then you know, beat me up.
But she realized after comingon the show that she missed certain
bits of, you know, dramaschool that she'd should, should,
you know, studied.
And so it's gone back and Ithink she's, she's gonna go back,
(10:42):
do some part time study, thencome back into corporate life.
She's one hell of a coolperson, Michelle.
And have you caught up on hersince she's been drama school?
Not.
Not as of recording.
We have a unicorny quarterlytonight and I believe she's coming
to that.
So we'll catch up then.
Oh, that's really cool.
Yeah, it is.
Because it is.
When you've been doing stufffor so long, I think it's so easy
just to like keep doing it.
(11:03):
Yeah.
And to actually go, actually Iwant to do X, Y or Z then I completely
respect anyone who does that.
It is really interesting thatpeople often come on the show at
moments of change.
Yes, definitely.
Changing jobs or changing career.
I'm hopefully they're notchanging jobs because they've been
on the show.
You've been on which podcast?
I listened to it.
(11:24):
You were shit.
You were, Zach.
Why?
Because you said all of yourcolleagues are champs.
There's a thing about.
I guess maybe it's because,you know, when people are thinking
about a change in their life,maybe they're more open to try new
things or maybe they'relooking for a platform.
I don't know.
But it is quite often when,when we meet people, they are looking
(11:47):
for moments of change.
It's interesting.
That is a really interestingtime to meet people as well.
Yeah, definitely.
There's another outtake wherethere's a threat made.
Oh, really?
There's a threat.
There's a threat.
And this isn't so much an outtake.
This is evidence.
This is evidence.
This one.
Yeah, yeah.
Oh, shit.
So this is so evidence inthree, two, one.
(12:10):
While we're.
Oh, Jesus Christ.
God, Pete, if you keep thatin, I'm gonna kill you.
Well, you're still here if I die.
But it is a threat.
You heard it here first.
If Pete mysteriously dies, weknow why.
Exactly.
Yes.
I was hoping to go for a bitof a knees up at the Grouch after
this because that's beenclosed by the police.
(12:31):
Might be because they've gothold of this tape.
It might be, but still here.
Hang on a sec.
I'm still here.
Yeah, yeah, I'm still here for now.
Killed the wrong Pete.
Did I kill the wrong Pete?
Oh, no.
Oh, God.
Don't kill a Pete, anyone.
Old Pete's a nice old Pete.
Stay at home.
Yes.
For Pete's sake.
Exactly.
Yeah, there's.
I think it's fair to say anhonorable mention.
Okay.
Because the.
(12:52):
The person who you wereinterviewing took part as well, and
that was Maya Price.
Oh, yeah.
This is a nice one.
And I'm not going to use the.
I'm just going to use it.
How can I not?
How can I say it without using it?
This is another one for you, Pete.
I want to say I'm not going touse them all with less, but I've
just said more with less.
What are you.
What are you wanting to say?
I don't know.
I'm completely lost.
(13:15):
Thanks for that.
It's now a two way.
It's a two way blooper beingcalled out by my guest.
There we go.
Yeah, that's one of those phrases.
There were two phrases thatgot my goat this year and they've
got me into all sorts oftrouble off air talking to people
about them.
One is that ROI thing, which Italk about all the time.
Oh, yeah.
And the other one is this.
This concept that you cancreate more with less.
(13:37):
Like frigging alchemists.
You can do more with more.
You could do more with thesame, but you can't do more with
less because if you could do.
You'd be doing anyway.
It's become one of thosethings, though, because when you.
When you've highlighted it andyou have spoken extensively about
it, I hear it in all walks oflife now.
Yeah.
It's because it's.
My mind's turned onto it and Ihear it everywhere.
And it is garbage.
(13:58):
It is rubbish wherever it'sbeing said.
Generally it's garbage.
The whole of this is meant tobe a learning thing too.
Well, Bramwell, we onlydiscovered in show whatever it was
96 or something.
95, 96.
Peter Wen, wasn't it?
Yeah.
And on LinkedIn now whenpeople make those posts and I just
comment, hashtag brandwank.
Did you do that?
(14:18):
I get defriended.
There's a post I saw.
I'm not going to tell you whomade it because I can't remember
her name, but there was acreator I know who was talking about
how one of the payment serviceproviders had recognized the category
of creator now, so theyrecognized them as being effectively
an independent business.
Her comment was somethinglike, that's great news, that's great
(14:41):
news.
How are you going to elevateor showcase your value?
That was her comment.
And I thought, what the helldoes that mean?
What does that mean?
That doesn't mean anything.
I mean it could have been,it's not even chat GPT.
At least chatGPT would havesaid something like, in this ever
changing world, it's good toknow that not only is your business
being recognized, but alsoit's valid.
I don't like phrases whereI've got to work out what they mean.
(15:01):
I know, I, I, yeah.
Do you think it's got worse?
Yeah, definitely.
Definitely.
I feel like Chat GPT mighthave had a part to play in that.
You can't blame Chat GPT for that.
You can't.
It's a big thing.
There's certain words thoughthat have been like, used over and
over again.
When you think about standarddistribution, the typical bell curve,
and if you draw a line 3/4 ofthe way across it, anyone above that
(15:24):
line is a good copywriter,anyone below that line can't be called
a good copywriter and anyonebelow half is a shit copywriter.
Can we assume that?
Yeah, I think that's fair.
Okay.
Right, so Chat GPT is trainedon everyone's copy.
So where do we think it'sgoing to sit?
It's going to be.
Yeah, yeah, it has to be.
Because most people are, theythink they're not, but they are.
(15:47):
Lawyers particularly, by theway, think they can write brilliant
copy because they can writegood legalese.
Not all lawyers, obviously,just some of the lawyers I know or
have known.
I'm doing it again.
Look, if you're a lawyer, I'mnot talking about you, I'm talking
about the other guy that youreally don't like, but he Thinks
(16:08):
he's really good at writing.
And he is really good writing,I should probably say, notwithstanding
all the stuff I have here,here, on to forementioned etc etc.
Lawyers.
Don't let lawyers write yourpromotional copy.
It is one of those things,isn't it, where lawyers and generally,
I mean I've got, I've got somelawyers as a client and I do a podcast
for some lawyers.
But we have to be careful whohost the podcast because sometimes
(16:32):
I do come in with with a preprepared script and it is written
like a legal document ratherthan how you'd communicate to a human
being who isn't a lawyer.
This is another g sweeping generalization.
But they have superior intellect.
Yeah.
They can communicate in a waythat we mortals don't understand.
Totally.
Yeah.
Like once the word gets past56 words, I start worrying about
(16:53):
what was at the beginning ofit, whereas they're still with it.
Yeah, totally, yeah.
One worse than that isaccountants who think that Excel
is the ideal platform uponwhich to write copy.
They're not.
They're not the only one.
They're not the only one.
Is that a joke?
It is true.
Have you read a document before?
Yes, I have a better document.
This is an Excel that's not a document.
(17:14):
Tool of the trade.
My favorite outtake I think isthe one where you have ultimate self
awareness to the point that Ididn't realize it until you said
it.
It's, you know, like if I sawyou tomorrow and you weren't wearing
your glasses.
Right.
You would look a bit old to mebecause I've only seen you wearing
your glasses.
There's nothing unique to you.
(17:34):
I just.
It's just I think generallywhen you see someone and that was
a moment where Dom said thathe looked like a potato.
I do.
Look, there you go.
Without my glasses on, I looklike a potato.
You don't look like a potato, Dom.
We do a side by side comparison.
Couple of eyes, potato withglasses, big.
Round thing, bit blotchy.
Yeah.
Anyway, yeah, that's why Ihave these.
(17:56):
Yeah.
No, they're beautiful.
Beautiful, but they are.
I mean you can buy those, youknow, no special skill needed.
Just turn up to the opticians.
So it's been fun this year, Ithink and I think we've done well.
(18:16):
Laura, you've done a sterlingjob of on all the digital side and
promotion and with video.
Now we're on TikTok and we'rein all these other channels.
Yeah.
It's been really exciting.
It has been.
I think.
Yeah.
I think going to Video first was.
Very big change and lots tolearn again.
So the fun is always learning.
And Lara has turned intoChatGPT Pro.
(18:37):
And the other thing I'd sayactually is we did some really interesting
analysis on the experiment ofgoing from one show a week to two
shows a week.
And if anybody listening wouldlike to see that, we'll send them
the original document.
We will redact it slightlybecause there's some confidential
stuff in there, but it won'tget in the way of the analysis.
And the outcome of thatanalysis, I think, was really interesting.
(18:59):
Yeah, so do I.
Yeah, it wasn't.
Wasn't what I think wasn'twhat expected.
Was it at all a hint.
And I'm not going to give youany of the results on here.
You have to email us and we'llsend you the document.
But we were trying to game theApple algorithm to go higher in the
charts and to try andencourage a few other positive metrics,
(19:20):
and it didn't.
Work, but we gave it a go.
And it's all about testing andmeasuring and that's what I love
about working with you guys.
I have a whole bunch of clients.
Well, the fact we haven't got a.
Clue what we're doing, it'snot about that.
It's about.
It's about learning, isn't it?
And it's about.
It's about testing and it'simproving and.
Yeah.
And changing how you do stuff.
And that's never a dull day.
(19:42):
Unicorning.
Never.
The other thing I really like,like about this year is obviously
our audience has grown alittle bit.
What I've learned is thatbasically audiences compound over
time and we're still in thelinear growth stage.
So I hope that next year we'llstart to see.
See a pickup.
But in terms of influence, Ithink the podcast has done really
(20:03):
well this year.
It's starting to get mentionedby some very influential people.
We've had a direct impact onfour or five businesses who've.
Who have physically changedthings about their business based
on what they heard on this podcast.
That's awesome.
And I absolutely love that.
Yeah, I love that.
Yeah, that's brilliant.
Yeah.
Yeah.
Which are your favorites then?
I think it's good that werevisit Peter Wendt because we have
(20:26):
referred to brand wank a few times.
So if you don't understandwhat we're talking about or you don't
know who Peter went is, thengo and listen back to that episode.
I really liked that because.
Well, first of all, he'sreally good at Getting to the point,
isn't he just straight there?
And I think, like, the name ofhis business makes sense.
(20:46):
Yeah.
Bold af.
Funny.
Yeah.
So here he is.
If people say, you know, whata quick one word.
How do we write great content?
Tell stories about yourcustomer's pain.
And that's it, isn't it?
Bloody hell, I wish I could do that.
Yeah, tell stories about yourcustomer's pain.
The other thing I really likedon his show was he gave some really
(21:07):
good advice about how to getthere, which.
And I've seen a post of his onLinkedIn about this where he says,
every, every hero has a villain.
Every business needs an enemy.
And so imagine who you're.
You, you know what yoursuperpower is.
Work out who your enemy is andwrite to that.
Brilliant.
Yeah, absolutely, yeah, yeah.
And whenever I go to aswimming pool, I think of him.
(21:32):
Do you go to swimming pool alive?
Well, occasionally, yeah.
Not necessarily in thechanging room for clarity, but when
I get into the pool.
When you get into the pool.
And this is the reason, if you.
Look at most websites, there'sa section which says, what we believe
in or what we stand for, whatare our values?
You can nearly always see theinfluence of some brand guru who's
turned up with a Gillette onand a cold cup in his hand and ask
(21:54):
them questions about theirspirit animals and their chakras
and it's.
And.
And what.
What they produce is oftenquite, quite bland, quite vague.
WeWork's a great example.
They.
They would tell the world theywere trying to elevate the world's
consciousness.
I don't.
That means.
And that was a reference to brandwang.
Yeah.
Okay.
And that's what we're talkingabout when we refer to brandwan.
(22:14):
But then he continues, Ibelieve that.
If you're going to set somerules for yourself, they should sound
like rules.
And there's no better place tosee rules done properly than if you
go to your local swimming pooland screw to the wall.
Is a set of rules.
No running, no jumping, nopissing in the pool.
They're rules.
It's quite clear.
Well.
And they haven't been writtenby some brand guru.
They've been written by abloke who doesn't want you to run
(22:35):
or swim or piss in the pool.
Pool.
But he didn't mention heavy petting.
That was always the one as akid, you go to the pool and there
was a thing said, no heavy petting.
It's like, really?
I never.
My dog.
I didn't realize what heavypainting Was.
I didn't realize what it meant.
I never saw that.
Now, that means no snogging,wandering hands, that kind of stuff.
(22:58):
They didn't have that in Ireland.
Apparently.
You can't do heavy petty atwork either, anymore, really.
The government's trying tooutlaw it.
But anyway, no, he got.
He does get straight to thepoint, doesn't he?
He's.
He was amazing.
Yeah.
Who else really caught you, right?
Carmen?
Simon was great as well.
Yeah, No, I love Simon.
Simon, yeah.
You know stuff about brains,doesn't she?
(23:19):
Yeah, she was really good.
She's a neuroscientist.
She is, yeah, yeah.
Neuroscientist.
They like put.
She give us some tips about focusing.
On people's brains and all.
Yeah, yeah, yeah, yeah.
What she was saying is like, we.
We only retain 10% of what wehear as humans.
I'm drawn to this fieldbecause I'm constantly humbled by
(23:40):
how quickly and how muchaudiences forget content.
From my research, I'm noticingthat after 48 hours, very little
stays in people's minds.
And when I say very little, Iequate that with about 10% of the
entire segment ofcommunication that you would have
created for someone.
And then she goes on to suggest.
(24:01):
So first of all, start byasking, what is my 10% message?
A lot of people aspire atbeing memorable, but not that many
people know what they want tobe memorable for.
Eureka.
I've just realized we couldsave our audience time if we work
out what the 10% is and thentell you, Pete, you can cut out the
90% of crap.
Our shows would be like five minutes.
(24:23):
That would be great.
Yeah.
That's why we can be distinctive.
That would make us like a loopodcast rather than a train podcast.
But I guess the issue iseverybody retains a different 10%,
so we've got to do all of it,haven't we?
That's true.
But if we know which 10% wewant them to retain.
Yes.
Yeah, yeah.
Mind you, as a guest, youmight feel a bit cheated if you came
and spent like a whole hourand a half in the studio for a five
(24:43):
minute podcast.
Although, to be fair, like the.
The podcast we put out anyway,they're pretty damn good, I think.
Yeah, I think they are.
Yeah.
Actually, I say, I'll tell youone thing, and I'm not going to mention
the name of the podcastbecause it's a really well known
and really well respectedpodcast, but I was at home this week
and I found that one of our.
I'm not even going to tell youwho the guest was, but I found that
one of our recent guests, whois an academic from the west of England,
(25:09):
had had been on a.
Another marketing podcasttalking about the same piece of work.
And I listened to the otherpodcast and I listened to the interview,
and then I listened to ours.
Different.
Different league, different class.
Not, I would say, because ofthe interviewer, but the amount of
time and effort that we putinto sound quality, editing, the
(25:31):
pace, the rhythm, it's something.
It's that magic that anexperienced editor, I think, brings
to a podcast that keeps things moving.
And it was really noticeable.
So much so I opened anotherbottle of wine that night.
Good job.
It was.
It was.
Honestly, I was.
I had a really proud momentbecause the other podcast, by the
(25:52):
way, is a really good podcast.
I absolutely love it.
And if I hadn't had two showsto listen to side by side, I might
not have noticed the difference.
But because we'd literallyjust got back the first edit from
you, so.
Oh, let's see how thiscompares night and day.
That's the way it should be,isn't it?
I think a lot of guests say,actually it's like, oh, my God, like,
you made us sound so good.
(26:14):
Because that.
I think that thing in the.
In post when you.
I don't know, however you doit, you get the rhythm of everything
working.
Well, I think it's a muchunderrated part of the process.
My target and what I want todo when I send some audio back to
a client, whoever the clientis, I want them to listen to it and
go, bloody hell.
Didn't know it was that good.
You're like, well, you.
(26:35):
You weren't.
You're giving me a heartattack here.
That's hilarious.
So the audio quality, I think,is so important.
So for me, the reason I alwayswanted to do a pod, an audio podcast,
like the video thing we've hadto do, because it's where people
(26:56):
are, and it's like, if youwant to catch fish, you've got to
go to where the fish are.
But if you want to catchreally good fish, you've got to know
what you're doing.
And I think with audiopodcasting, it's a bit like that
for me, because most peopleseem to be listening on earbuds.
And it's a very intimate thingwhen someone's voice with this clarity
edited to this quality is inyour head.
(27:17):
And I think, you know, that'swhy we spend a lot of time, I think,
trying to get the audioquality to be as good as it can.
Be 92% of people are listeningon their own and most of them have
earphones in.
So it is actually a reallyintimate medium where it's a one
on one thing.
And why wouldn't you want itto be in really good quality?
(27:39):
And nowadays it's actuallyreally easy to get it in good quality.
Yeah.
I have noticed in recording, alot of the guests, very senior, hugely
professional, when they comeinto the studio, in a lot of cases
they can become exceptionallynervous at the beginning, but you'd
never expect it.
But they've really enjoyed the experience.
(28:01):
Afterwards, a number of themsaid how much they'd enjoyed it.
Yeah, it's the experience,isn't it?
And it's coming into a roomlike this.
And yes, it is a small room,but it is a studio.
It sounds like a studio, lookslike a studio.
You know, it has that weird effect.
On your ears when you, when you.
Walk in for the first time.
Yeah, it does.
Absolutely.
The first thing I did when Iwalked in as I went, oh, it's.
(28:25):
A studio, you start doing sometap dancing.
I could not do that.
We're a bit grinchy in the office.
There are no decorations atall in our office.
Yeah.
Well, to be fair, we've gotChristmas decorations here and Nicola
goes out to buy some Christmasdecorations because she had a panic
and she went, oh, no, it looksa bit grinchy in here.
We need to get some Christmas decorations.
So we've got a classicChristmas tree.
(28:48):
It's nice that.
There was talk of putting iton the wall but we decided against
it.
There's a reindeer here which,if we had the time, we would transplant
this hat that he's got herefrom his, from his head and put it
on the nose.
It's a unicornian disguise as a.
(29:09):
This one.
There it is.
Yeah.
If you're not, if you're notwatching this one, if you're listening
to this in your ears, it'scutting up a cute reindeer with a
large silver hat on.
Do you think we should givethis away?
I think you should, yeah.
If you want this, you wantthis, then all you have to do is
email usunicornylbyanderson.com and tell
(29:30):
us why you think you deservethis and we will send it to you.
There we go.
Laura, you can be the judge onthose emails.
You can choose your favorite one.
So Laura's going to be the judge.
All you have to do is write toher and tell her why you think you
should be the proud owner ofthat unicorny and it could be yours
in disguise.
Unicorni in disguise.
Unicorni Reindeer.
Sorry.
Yeah.
And then there's this one, thetinsel dinosaur, which was the Christmas
(29:55):
dinosaur.
When you took it, when youtook it to pay, how much was it,
Nicola?
It was about two, three quid.
But they tried to charge meabout Ā£12.
Ā£12?
It was priced up as Ā£12.
Wow.
And Nicola said, I'm not paidĀ£12 for it.
I'll give you two quid.
Yeah.
And.
And they did.
How do they zap the barcode?
(30:16):
They can't have done it.
Was the fourth P in, Mark?
Well, one of the P's inmarketing was pricing.
You're showing yourself to bean expert.
The traditional Christmas dinosaur.
You got it like 80 off.
And that's inspired me to gointo my supermarket and say, I'm
not paying that for that.
I'll give you 50 pence.
You frog marched out the door.
But, sir, this is an eightpound turkey.
(30:38):
I'll give you Ā£50.
Well, thank you, everybody.
I hope you all have afantastic Christmas and thank you
for listening throughout the year.
Thanks to all our guests.
And to our guests, they make abig effort.
You know, we don't often talkabout the effort they go to before
they come here, but theycommit quite a lot of time to make
each show.
(30:59):
So, yeah, we're really grateful.
Yeah.
And we've got some really goodshows coming up.
I think as well we do.
We have.
The one that I've just edited,which won't be going out for a few
weeks, is Lisa Quest.
Oh, my God.
She was brilliant.
It's quite a hard one torecord that.
Yeah.
Because she'd say somethingand it goes.
And I was like, oh, my God.
(31:19):
I think I did.
I stopped a couple of times tocamera and went, I just learned something.
She framed that whole ROIthing in a way that I hadn't thought
about.
Yeah.
And I slightly had to eathumble pie in that interview.
And it's changing how I'mthinking about the framing of that.
I haven't got my head aroundit yet, but yeah.
So you see, early in the year,this Dom could be making a U turn.
(31:41):
Who knows?
It's not going to be a U turn.
It might be a J turn.
Enough said.
Right, that's it, enough.
Thank you very much, everybody.
We will see you next year.
Well, hello, unicorners, it'sChristmas Eve.
I hope you've got a goodChristmas planned.
We at Unicorny certainly doand today it is our Christmas party.
Yay.
So we've got in the studiotoday we have Nicola.
Hello.
And we have Pete.
Hello there.
And we have Laura.
Hello.
Unfortunately, we don't haveRachel with us.
(00:32):
She's far too busy doing other things.
Her book is coming out in thenew year.
But there will be more ofRachel coming up very soon.
It's midday.
I still need to do myChristmas shopping.
I actually haven't started yet.
You see, I used to be likethat, but as I've got older and the
Internet's the place that Ishop so I no longer go out of the
house nowadays, which is lovely.
(00:54):
I tend to do it much earlierbecause I get better deals on the
Internet and I'm a bit of atight wad.
That's a good call because weare actually recording this the day
before Good Friday.
A Black Friday.
What about you, Laura?
Have you done your shopping yet?
No, yeah, no, I'm a ChristmasEve person.
Okay.
BP has a lot on offer these days.
(01:15):
The petrol station.
I do.
You got chocolate?
My one's got a Marks andSpencer's Light in it.
Oh, okay.
Yeah, yeah, yeah, yeah.
Cornish pasties that wrapped up.
They make quite nice presents.
They do.
And a good selection ofbirthday cards and such like, as
well.
So always there, Birthdaycards, Christmas.
Christmas cards, birthday cards.
It's all you need to do is youjust need to be creative and have
a Sharpie and you can easilyconvert one type of card into another.
(01:39):
So it's.
It's all good.
Recycling piece.
So we've had a good year this year.
We've certainly put a lot ofshows out.
We did that experiment midyear where we were going twice a
week, which was horrendous.
Yes, yes, it was.
We're back to once a week now,which feels a little bit more manageable.
Just for clarity, the showsweren't horrendous, it was just the
(02:00):
schedule that was horrendous.
The host was.
The guests were great.
Guests were amazing.
And the other host, that, theScottish one, she was amazing.
Yeah, yeah, she was amazing.
Yeah, Rachel was amazing and.
Well, to be fair, you wereokay yourself.
It went all right.
It went all right.
But there's lots of.
I think there are lots ofbloopers in the year, though.
Well, funnily enough, becauseof this time of year, it's a nice
(02:21):
time to bring that kind ofstuff up.
I think so, yeah.
Yeah.
Being a complete audio geek,I've got audio of stuff, of outtakes.
You guys been colluding on this?
Yeah, we have a little bit.
Yeah.
I thought we were going totalk about Christmas and Christmas
presents.
This is Christmas andChristmas present.
Is this your Christmas.
Present revenge.
Okay.
No, it's a present to you, Dom.
(02:43):
Oh, I see.
So, yeah, okay.
Absolutely.
So we'll get into some of that.
Okay.
Today, if you want.
Good.
Okay, we can do that.
I don't mind.
There were some prettyhorrendous bloopers on there, actually.
What I will say is, certainlythe bits I do to camera.
Yeah.
I try and delete the bits thatdon't work so that you only get the
clean bits because they oftengo like.
Sometimes it's seven or eighttakes to get a single piece to camera.
(03:04):
For the beginning or end, it's reasonably.
Easy to sound okay, but tosound okay and look okay at the same
time, that's really tricky.
I don't know how TV presentersdo it.
I really don't.
Funny you should say thatbecause since we went video first,
two things.
One, I've gone on a diet.
Two, I'm a lot more carefulshaving because I nearly lacerated
myself to death once and I sawthis thing on the video.
(03:27):
Yeah.
It's not good.
It's a completely differentkettle of fish, isn't it?
It really is, yeah.
Yeah.
Massively.
Massively.
How do the influencers do it?
Because they always look.
Makeup.
Yeah, it was makeup.
Yeah.
Yeah.
So we can get a makeup artistfor you.
We did.
We used it already on one ofthe shows.
We did.
Yeah, we had an odd spot.
But the big thing withinfluencers as well is they've been
(03:47):
doing it from a really youngage, so they've just been brought
up with that, haven't they?
And when you're young, you dolook good naturally.
Exactly.
Yeah.
Yeah.
You've got that natural youngyouth thing going on.
We should all hang out withmore young people.
Absolutely.
As far as bloopers areconcerned, what I've done is I've.
I've categorized some of them,if that's okay.
Okay, cool.
Yeah.
First of all, I think it'sfair to say, like the overly honest
(04:12):
host category.
Okay.
Do you want to hear one?
Yeah, go on.
Okay.
Okay.
Okay.
Sandra Vollrath, Fabulousinterview, fabulous chat.
And Dom being an overly honestpresenter product.
Microstation.
Oh, I remember Microstation.
Blimey.
Okay, we'll take a quick break there.
What was Microstation?
(04:36):
Do you know what's really,really upsetting about?
Tell me.
I actually used to do PR forthe company.
Really?
Yeah.
Like it was.
To be fair to me, it was 1998.
It was a lifetime ago, Dom.
It was a lifetime ago.
But I actually used to do PRfor that product and I still had
(04:57):
to ask what it was really.
Might tell you why I got firedoff the account.
That was really in 1998.
But this is the wandering ofediting, isn't it?
It's like, what off there?
What is it?
Oh, yeah, I remember that.
Fabulous.
So this is when you spoke toJames Gatoff.
Okay.
We heard how you started andactually sounds like Covid really
was catalytical.
Is that even a word?
(05:18):
I have no idea.
It was certainly the catalyst,wasn't it?
Dog.
It was the catalyst, yeah.
Too many cats already.
We prefer dogs anyway, don't we?
Anyway, it sounded like Covidwas a good catalyst for you, but
yeah.
Laura, what do you think about that?
I'm very opposed.
You've got two new cats.
I do.
I've got two lovely kittenscalled Bucket and Nuggets and.
(05:42):
Well, if you meet them, maybe.
Maybe that'll change your opinion.
Maybe dogs and cats will be onequal footing next time.
But the shame about that is,you know, because I'm a bit of a
nerd when it comes to languageand I.
And I get really upset when Ihear like.
Like bad grammar and stuff.
So to hear that, me saying that.
Catalytical.
I think it's a word.
Is it catalytic?
Isn't that the.
(06:02):
Catalytic.
Is catalytic words?
It's too long since I learnedthis stuff.
If you're.
If you know the answer tothis, why don't you email me unicornelbyanderson.com
Catalytic or catalytic.
So that's great.
I'm looking really good at the moment.
Yeah, I think so.
I think so.
Anymore.
Anymore.
It is what it takes about.
Yeah, okay.
(06:25):
The moment where your innerfilter fails.
Okay.
A little bit.
I must say, at this point,when we were compiling these list
of bloopers, Nicholas said tome, have you got anything of Rachel
screwing up?
Okay, I went, no, becauseshe's like, word perfect.
She's a pro there.
She's a prize.
(06:46):
Why do you think we broughther in in the first episode?
Well, there we go.
It's like we need someone thatknows what the fuck they're doing,
frankly.
But this is all highly.
Don't let your kids listen tothis because it's going to be lots
of bad language on this show.
This is where your thinkingcomes out loud again.
Actually, this is SandraVollroth when you were speaking to
her.
And here we go.
You will almost certainly comeacross those seven areas of waste.
(07:10):
And those are the things Ithink people aren't going to miss
while they.
No, hopefully not that.
And a boss is a twat.
Obvious.
Agreed.
Well said, Lauren.
Yeah, that was the.
The holiday season one, wasn't it?
Things that happen over theholiday season.
(07:30):
That didn't make the show, did it?
I think it did.
Did it?
The boss dinger twat did it really?
I think.
Yeah.
Did it?
Oh no, that was a bad edit byme then.
Possibly.
We've all had twats of bosses,I think.
Fair enough.
And also Catherine Reid got toexperience this.
(07:51):
Will like the rate of changeof score be measured.
Do you notice a massive uptickin someone's account score when they
come in market?
So I'm not sure I understandwhat you mean.
That's the joy of being me.
(08:12):
I used to have a three letteraccent acronym for that.
Miu.
Yeah.
Make it up as you go along.
Absolutely.
It's clear.
That's why I was doing that.
Well, that's a little teasefor January because we haven't had
Catherine on yet.
Oh, really?
Of course we haven't.
No, of course we haven't.
Well, that's not going to bein the show though.
Catherine's is a really goodepisode, by the way.
And thankfully Pete made mesound almost normal.
(08:33):
It worked.
It was a really good episode.
Excellent.
In fact.
Every episode is a great episode.
That's very kind of you to say so.
Every guest is excellent iswhat you mean.
Yeah, yeah, completely.
But actually to be fair, likeyou have, I think you have those
moments where you go like.
I'd like to call it the JimCarrey type of outtake.
Okay.
Where it rolls at the end ofthe credits and at some point everybody
(08:56):
realizes that it's going toroll at the end of the credits and
they kind of just go with itas an outtake.
Yeah, yeah.
Okay.
And they recognize that it'sgonna be a blooper.
This is what happened when youspoke to Steve Morlage.
Actually, I think this was notwhen you were speaking to him.
This was like an intro or anoutro or one of the bits, one of
the other bits that were recorded.
(09:16):
Because isn't that what brandbuilding is all about?
Before you go, please do methis very small flavour.
Flavour.
Flavor.
Would you like some crisps?
I'd love some crisps.
Cheese and onion for me.
Sugar levels are pretty low.
Lack of sleep.
(09:36):
Yeah.
Or I had a Hangover.
One of the two.
All three in the same category.
This is when you spoke toMichelle Booth.
Brilliant advice.
I hope you wrote that down.
We're going to come on to alittle bit more navel gazing.
Navel gazing.
We're going to come on somefuture gazing in a minute.
That's a totally different thing.
But before we head into thefinal part of today's show, I'm going
(09:57):
to sack myself after this, butI'm going to give myself a massive
package in settlement.
I've already signed the agreement.
It's fine.
Yeah.
You think I'm joking anyway.
Oh, dear.
Brilliant.
That was one of my favoritesof the year.
Michelle was epic.
Do you know Michelle's goneback to drama school?
(10:18):
Really?
Yeah.
Wow.
I've caught up with her afterthe show and she will come back to
corporate.
But she realized, I thinkafter coming on, on the show and
Michelle, if I've got thiswrong, then you know, beat me up.
But she realized after comingon the show that she missed certain
bits of, you know, dramaschool that she'd should, should,
you know, studied.
And so it's gone back and Ithink she's, she's gonna go back,
(10:42):
do some part time study, thencome back into corporate life.
She's one hell of a coolperson, Michelle.
And have you caught up on hersince she's been drama school?
Not.
Not as of recording.
We have a unicorny quarterlytonight and I believe she's coming
to that.
So we'll catch up then.
Oh, that's really cool.
Yeah, it is.
Because it is.
When you've been doing stufffor so long, I think it's so easy
just to like keep doing it.
(11:03):
Yeah.
And to actually go, actually Iwant to do X, Y or Z then I completely
respect anyone who does that.
It is really interesting thatpeople often come on the show at
moments of change.
Yes, definitely.
Changing jobs or changing career.
I'm hopefully they're notchanging jobs because they've been
on the show.
You've been on which podcast?
I listened to it.
(11:24):
You were shit.
You were, Zach.
Why?
Because you said all of yourcolleagues are champs.
There's a thing about.
I guess maybe it's because,you know, when people are thinking
about a change in their life,maybe they're more open to try new
things or maybe they'relooking for a platform.
I don't know.
But it is quite often when,when we meet people, they are looking
(11:47):
for moments of change.
It's interesting.
That is a really interestingtime to meet people as well.
Yeah, definitely.
There's another outtake wherethere's a threat made.
Oh, really?
There's a threat.
There's a threat.
And this isn't so much an outtake.
This is evidence.
This is evidence.
This one.
Yeah, yeah.
Oh, shit.
So this is so evidence inthree, two, one.
(12:10):
While we're.
Oh, Jesus Christ.
God, Pete, if you keep thatin, I'm gonna kill you.
Well, you're still here if I die.
But it is a threat.
You heard it here first.
If Pete mysteriously dies, weknow why.
Exactly.
Yes.
I was hoping to go for a bitof a knees up at the Grouch after
this because that's beenclosed by the police.
(12:31):
Might be because they've gothold of this tape.
It might be, but still here.
Hang on a sec.
I'm still here.
Yeah, yeah, I'm still here for now.
Killed the wrong Pete.
Did I kill the wrong Pete?
Oh, no.
Oh, God.
Don't kill a Pete, anyone.
Old Pete's a nice old Pete.
Stay at home.
Yes.
For Pete's sake.
Exactly.
Yeah, there's.
I think it's fair to say anhonorable mention.
Okay.
Because the.
(12:52):
The person who you wereinterviewing took part as well, and
that was Maya Price.
Oh, yeah.
This is a nice one.
And I'm not going to use the.
I'm just going to use it.
How can I not?
How can I say it without using it?
This is another one for you, Pete.
I want to say I'm not going touse them all with less, but I've
just said more with less.
What are you.
What are you wanting to say?
I don't know.
I'm completely lost.
(13:15):
Thanks for that.
It's now a two way.
It's a two way blooper beingcalled out by my guest.
There we go.
Yeah, that's one of those phrases.
There were two phrases thatgot my goat this year and they've
got me into all sorts oftrouble off air talking to people
about them.
One is that ROI thing, which Italk about all the time.
Oh, yeah.
And the other one is this.
This concept that you cancreate more with less.
(13:37):
Like frigging alchemists.
You can do more with more.
You could do more with thesame, but you can't do more with
less because if you could do.
You'd be doing anyway.
It's become one of thosethings, though, because when you.
When you've highlighted it andyou have spoken extensively about
it, I hear it in all walks oflife now.
Yeah.
It's because it's.
My mind's turned onto it and Ihear it everywhere.
And it is garbage.
(13:58):
It is rubbish wherever it'sbeing said.
Generally it's garbage.
The whole of this is meant tobe a learning thing too.
Well, Bramwell, we onlydiscovered in show whatever it was
96 or something.
95, 96.
Peter Wen, wasn't it?
Yeah.
And on LinkedIn now whenpeople make those posts and I just
comment, hashtag brandwank.
Did you do that?
(14:18):
I get defriended.
There's a post I saw.
I'm not going to tell you whomade it because I can't remember
her name, but there was acreator I know who was talking about
how one of the payment serviceproviders had recognized the category
of creator now, so theyrecognized them as being effectively
an independent business.
Her comment was somethinglike, that's great news, that's great
(14:41):
news.
How are you going to elevateor showcase your value?
That was her comment.
And I thought, what the helldoes that mean?
What does that mean?
That doesn't mean anything.
I mean it could have been,it's not even chat GPT.
At least chatGPT would havesaid something like, in this ever
changing world, it's good toknow that not only is your business
being recognized, but alsoit's valid.
I don't like phrases whereI've got to work out what they mean.
(15:01):
I know, I, I, yeah.
Do you think it's got worse?
Yeah, definitely.
Definitely.
I feel like Chat GPT mighthave had a part to play in that.
You can't blame Chat GPT for that.
You can't.
It's a big thing.
There's certain words thoughthat have been like, used over and
over again.
When you think about standarddistribution, the typical bell curve,
and if you draw a line 3/4 ofthe way across it, anyone above that
(15:24):
line is a good copywriter,anyone below that line can't be called
a good copywriter and anyonebelow half is a shit copywriter.
Can we assume that?
Yeah, I think that's fair.
Okay.
Right, so Chat GPT is trainedon everyone's copy.
So where do we think it'sgoing to sit?
It's going to be.
Yeah, yeah, it has to be.
Because most people are, theythink they're not, but they are.
(15:47):
Lawyers particularly, by theway, think they can write brilliant
copy because they can writegood legalese.
Not all lawyers, obviously,just some of the lawyers I know or
have known.
I'm doing it again.
Look, if you're a lawyer, I'mnot talking about you, I'm talking
about the other guy that youreally don't like, but he Thinks
(16:08):
he's really good at writing.
And he is really good writing,I should probably say, notwithstanding
all the stuff I have here,here, on to forementioned etc etc.
Lawyers.
Don't let lawyers write yourpromotional copy.
It is one of those things,isn't it, where lawyers and generally,
I mean I've got, I've got somelawyers as a client and I do a podcast
for some lawyers.
But we have to be careful whohost the podcast because sometimes
(16:32):
I do come in with with a preprepared script and it is written
like a legal document ratherthan how you'd communicate to a human
being who isn't a lawyer.
This is another g sweeping generalization.
But they have superior intellect.
Yeah.
They can communicate in a waythat we mortals don't understand.
Totally.
Yeah.
Like once the word gets past56 words, I start worrying about
(16:53):
what was at the beginning ofit, whereas they're still with it.
Yeah, totally, yeah.
One worse than that isaccountants who think that Excel
is the ideal platform uponwhich to write copy.
They're not.
They're not the only one.
They're not the only one.
Is that a joke?
It is true.
Have you read a document before?
Yes, I have a better document.
This is an Excel that's not a document.
(17:14):
Tool of the trade.
My favorite outtake I think isthe one where you have ultimate self
awareness to the point that Ididn't realize it until you said
it.
It's, you know, like if I sawyou tomorrow and you weren't wearing
your glasses.
Right.
You would look a bit old to mebecause I've only seen you wearing
your glasses.
There's nothing unique to you.
(17:34):
I just.
It's just I think generallywhen you see someone and that was
a moment where Dom said thathe looked like a potato.
I do.
Look, there you go.
Without my glasses on, I looklike a potato.
You don't look like a potato, Dom.
We do a side by side comparison.
Couple of eyes, potato withglasses, big.
Round thing, bit blotchy.
Yeah.
Anyway, yeah, that's why Ihave these.
(17:56):
Yeah.
No, they're beautiful.
Beautiful, but they are.
I mean you can buy those, youknow, no special skill needed.
Just turn up to the opticians.
So it's been fun this year, Ithink and I think we've done well.
(18:16):
Laura, you've done a sterlingjob of on all the digital side and
promotion and with video.
Now we're on TikTok and we'rein all these other channels.
Yeah.
It's been really exciting.
It has been.
I think.
Yeah.
I think going to Video first was.
Very big change and lots tolearn again.
So the fun is always learning.
And Lara has turned intoChatGPT Pro.
(18:37):
And the other thing I'd sayactually is we did some really interesting
analysis on the experiment ofgoing from one show a week to two
shows a week.
And if anybody listening wouldlike to see that, we'll send them
the original document.
We will redact it slightlybecause there's some confidential
stuff in there, but it won'tget in the way of the analysis.
And the outcome of thatanalysis, I think, was really interesting.
(18:59):
Yeah, so do I.
Yeah, it wasn't.
Wasn't what I think wasn'twhat expected.
Was it at all a hint.
And I'm not going to give youany of the results on here.
You have to email us and we'llsend you the document.
But we were trying to game theApple algorithm to go higher in the
charts and to try andencourage a few other positive metrics,
(19:20):
and it didn't.
Work, but we gave it a go.
And it's all about testing andmeasuring and that's what I love
about working with you guys.
I have a whole bunch of clients.
Well, the fact we haven't got a.
Clue what we're doing, it'snot about that.
It's about.
It's about learning, isn't it?
And it's about.
It's about testing and it'simproving and.
Yeah.
And changing how you do stuff.
And that's never a dull day.
(19:42):
Unicorning.
Never.
The other thing I really like,like about this year is obviously
our audience has grown alittle bit.
What I've learned is thatbasically audiences compound over
time and we're still in thelinear growth stage.
So I hope that next year we'llstart to see.
See a pickup.
But in terms of influence, Ithink the podcast has done really
(20:03):
well this year.
It's starting to get mentionedby some very influential people.
We've had a direct impact onfour or five businesses who've.
Who have physically changedthings about their business based
on what they heard on this podcast.
That's awesome.
And I absolutely love that.
Yeah, I love that.
Yeah, that's brilliant.
Yeah.
Yeah.
Which are your favorites then?
I think it's good that werevisit Peter Wendt because we have
(20:26):
referred to brand wank a few times.
So if you don't understandwhat we're talking about or you don't
know who Peter went is, thengo and listen back to that episode.
I really liked that because.
Well, first of all, he'sreally good at Getting to the point,
isn't he just straight there?
And I think, like, the name ofhis business makes sense.
(20:46):
Yeah.
Bold af.
Funny.
Yeah.
So here he is.
If people say, you know, whata quick one word.
How do we write great content?
Tell stories about yourcustomer's pain.
And that's it, isn't it?
Bloody hell, I wish I could do that.
Yeah, tell stories about yourcustomer's pain.
The other thing I really likedon his show was he gave some really
(21:07):
good advice about how to getthere, which.
And I've seen a post of his onLinkedIn about this where he says,
every, every hero has a villain.
Every business needs an enemy.
And so imagine who you're.
You, you know what yoursuperpower is.
Work out who your enemy is andwrite to that.
Brilliant.
Yeah, absolutely, yeah, yeah.
And whenever I go to aswimming pool, I think of him.
(21:32):
Do you go to swimming pool alive?
Well, occasionally, yeah.
Not necessarily in thechanging room for clarity, but when
I get into the pool.
When you get into the pool.
And this is the reason, if you.
Look at most websites, there'sa section which says, what we believe
in or what we stand for, whatare our values?
You can nearly always see theinfluence of some brand guru who's
turned up with a Gillette onand a cold cup in his hand and ask
(21:54):
them questions about theirspirit animals and their chakras
and it's.
And.
And what.
What they produce is oftenquite, quite bland, quite vague.
WeWork's a great example.
They.
They would tell the world theywere trying to elevate the world's
consciousness.
I don't.
That means.
And that was a reference to brandwang.
Yeah.
Okay.
And that's what we're talkingabout when we refer to brandwan.
(22:14):
But then he continues, Ibelieve that.
If you're going to set somerules for yourself, they should sound
like rules.
And there's no better place tosee rules done properly than if you
go to your local swimming pooland screw to the wall.
Is a set of rules.
No running, no jumping, nopissing in the pool.
They're rules.
It's quite clear.
Well.
And they haven't been writtenby some brand guru.
They've been written by abloke who doesn't want you to run
(22:35):
or swim or piss in the pool.
Pool.
But he didn't mention heavy petting.
That was always the one as akid, you go to the pool and there
was a thing said, no heavy petting.
It's like, really?
I never.
My dog.
I didn't realize what heavypainting Was.
I didn't realize what it meant.
I never saw that.
Now, that means no snogging,wandering hands, that kind of stuff.
(22:58):
They didn't have that in Ireland.
Apparently.
You can't do heavy petty atwork either, anymore, really.
The government's trying tooutlaw it.
But anyway, no, he got.
He does get straight to thepoint, doesn't he?
He's.
He was amazing.
Yeah.
Who else really caught you, right?
Carmen?
Simon was great as well.
Yeah, No, I love Simon.
Simon, yeah.
You know stuff about brains,doesn't she?
(23:19):
Yeah, she was really good.
She's a neuroscientist.
She is, yeah, yeah.
Neuroscientist.
They like put.
She give us some tips about focusing.
On people's brains and all.
Yeah, yeah, yeah, yeah.
What she was saying is like, we.
We only retain 10% of what wehear as humans.
I'm drawn to this fieldbecause I'm constantly humbled by
(23:40):
how quickly and how muchaudiences forget content.
From my research, I'm noticingthat after 48 hours, very little
stays in people's minds.
And when I say very little, Iequate that with about 10% of the
entire segment ofcommunication that you would have
created for someone.
And then she goes on to suggest.
(24:01):
So first of all, start byasking, what is my 10% message?
A lot of people aspire atbeing memorable, but not that many
people know what they want tobe memorable for.
Eureka.
I've just realized we couldsave our audience time if we work
out what the 10% is and thentell you, Pete, you can cut out the
90% of crap.
Our shows would be like five minutes.
(24:23):
That would be great.
Yeah.
That's why we can be distinctive.
That would make us like a loopodcast rather than a train podcast.
But I guess the issue iseverybody retains a different 10%,
so we've got to do all of it,haven't we?
That's true.
But if we know which 10% wewant them to retain.
Yes.
Yeah, yeah.
Mind you, as a guest, youmight feel a bit cheated if you came
and spent like a whole hourand a half in the studio for a five
(24:43):
minute podcast.
Although, to be fair, like the.
The podcast we put out anyway,they're pretty damn good, I think.
Yeah, I think they are.
Yeah.
Actually, I say, I'll tell youone thing, and I'm not going to mention
the name of the podcastbecause it's a really well known
and really well respectedpodcast, but I was at home this week
and I found that one of our.
I'm not even going to tell youwho the guest was, but I found that
one of our recent guests, whois an academic from the west of England,
(25:09):
had had been on a.
Another marketing podcasttalking about the same piece of work.
And I listened to the otherpodcast and I listened to the interview,
and then I listened to ours.
Different.
Different league, different class.
Not, I would say, because ofthe interviewer, but the amount of
time and effort that we putinto sound quality, editing, the
(25:31):
pace, the rhythm, it's something.
It's that magic that anexperienced editor, I think, brings
to a podcast that keeps things moving.
And it was really noticeable.
So much so I opened anotherbottle of wine that night.
Good job.
It was.
It was.
Honestly, I was.
I had a really proud momentbecause the other podcast, by the
(25:52):
way, is a really good podcast.
I absolutely love it.
And if I hadn't had two showsto listen to side by side, I might
not have noticed the difference.
But because we'd literallyjust got back the first edit from
you, so.
Oh, let's see how thiscompares night and day.
That's the way it should be,isn't it?
I think a lot of guests say,actually it's like, oh, my God, like,
you made us sound so good.
(26:14):
Because that.
I think that thing in the.
In post when you.
I don't know, however you doit, you get the rhythm of everything
working.
Well, I think it's a muchunderrated part of the process.
My target and what I want todo when I send some audio back to
a client, whoever the clientis, I want them to listen to it and
go, bloody hell.
Didn't know it was that good.
You're like, well, you.
(26:35):
You weren't.
You're giving me a heartattack here.
That's hilarious.
So the audio quality, I think,is so important.
So for me, the reason I alwayswanted to do a pod, an audio podcast,
like the video thing we've hadto do, because it's where people
(26:56):
are, and it's like, if youwant to catch fish, you've got to
go to where the fish are.
But if you want to catchreally good fish, you've got to know
what you're doing.
And I think with audiopodcasting, it's a bit like that
for me, because most peopleseem to be listening on earbuds.
And it's a very intimate thingwhen someone's voice with this clarity
edited to this quality is inyour head.
(27:17):
And I think, you know, that'swhy we spend a lot of time, I think,
trying to get the audioquality to be as good as it can.
Be 92% of people are listeningon their own and most of them have
earphones in.
So it is actually a reallyintimate medium where it's a one
on one thing.
And why wouldn't you want itto be in really good quality?
(27:39):
And nowadays it's actuallyreally easy to get it in good quality.
Yeah.
I have noticed in recording, alot of the guests, very senior, hugely
professional, when they comeinto the studio, in a lot of cases
they can become exceptionallynervous at the beginning, but you'd
never expect it.
But they've really enjoyed the experience.
(28:01):
Afterwards, a number of themsaid how much they'd enjoyed it.
Yeah, it's the experience,isn't it?
And it's coming into a roomlike this.
And yes, it is a small room,but it is a studio.
It sounds like a studio, lookslike a studio.
You know, it has that weird effect.
On your ears when you, when you.
Walk in for the first time.
Yeah, it does.
Absolutely.
The first thing I did when Iwalked in as I went, oh, it's.
(28:25):
A studio, you start doing sometap dancing.
I could not do that.
We're a bit grinchy in the office.
There are no decorations atall in our office.
Yeah.
Well, to be fair, we've gotChristmas decorations here and Nicola
goes out to buy some Christmasdecorations because she had a panic
and she went, oh, no, it looksa bit grinchy in here.
We need to get some Christmas decorations.
So we've got a classicChristmas tree.
(28:48):
It's nice that.
There was talk of putting iton the wall but we decided against
it.
There's a reindeer here which,if we had the time, we would transplant
this hat that he's got herefrom his, from his head and put it
on the nose.
It's a unicornian disguise as a.
(29:09):
This one.
There it is.
Yeah.
If you're not, if you're notwatching this one, if you're listening
to this in your ears, it'scutting up a cute reindeer with a
large silver hat on.
Do you think we should givethis away?
I think you should, yeah.
If you want this, you wantthis, then all you have to do is
email usunicornylbyanderson.com and tell
(29:30):
us why you think you deservethis and we will send it to you.
There we go.
Laura, you can be the judge onthose emails.
You can choose your favorite one.
So Laura's going to be the judge.
All you have to do is write toher and tell her why you think you
should be the proud owner ofthat unicorny and it could be yours
in disguise.
Unicorni in disguise.
Unicorni Reindeer.
Sorry.
Yeah.
And then there's this one, thetinsel dinosaur, which was the Christmas
(29:55):
dinosaur.
When you took it, when youtook it to pay, how much was it,
Nicola?
It was about two, three quid.
But they tried to charge meabout Ā£12.
Ā£12?
It was priced up as Ā£12.
Wow.
And Nicola said, I'm not paidĀ£12 for it.
I'll give you two quid.
Yeah.
And.
And they did.
How do they zap the barcode?
(30:16):
They can't have done it.
Was the fourth P in, Mark?
Well, one of the P's inmarketing was pricing.
You're showing yourself to bean expert.
The traditional Christmas dinosaur.
You got it like 80 off.
And that's inspired me to gointo my supermarket and say, I'm
not paying that for that.
I'll give you 50 pence.
You frog marched out the door.
But, sir, this is an eightpound turkey.
(30:38):
I'll give you Ā£50.
Well, thank you, everybody.
I hope you all have afantastic Christmas and thank you
for listening throughout the year.
Thanks to all our guests.
And to our guests, they make abig effort.
You know, we don't often talkabout the effort they go to before
they come here, but theycommit quite a lot of time to make
each show.
(30:59):
So, yeah, we're really grateful.
Yeah.
And we've got some really goodshows coming up.
I think as well we do.
We have.
The one that I've just edited,which won't be going out for a few
weeks, is Lisa Quest.
Oh, my God.
She was brilliant.
It's quite a hard one torecord that.
Yeah.
Because she'd say somethingand it goes.
And I was like, oh, my God.
(31:19):
I think I did.
I stopped a couple of times tocamera and went, I just learned something.
She framed that whole ROIthing in a way that I hadn't thought
about.
Yeah.
And I slightly had to eathumble pie in that interview.
And it's changing how I'mthinking about the framing of that.
I haven't got my head aroundit yet, but yeah.
So you see, early in the year,this Dom could be making a U turn.
(31:41):
Who knows?
It's not going to be a U turn.
It might be a J turn.
Enough said.
Right, that's it, enough.
Thank you very much, everybody.
We will see you next year.
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