packaging ed: usually plan everything to death/scripted. people want youtube to be their main top of funnel. youtube is about getting a click than anything else, there’s always a different engagement metric ● ● ● ● ● ● ● ● ● ● ● the problem with “how to do a squat” is that you’re trying to guess the exact thing people want to look at - it might appeal to people who “want to squat” but that is only 1-2% of your viewers for the homepage you want an exact opposite approach. for people who want quick growth on the homepage think about how to get into the viewers head. it’s all about what interests your audience and how to frame that video you can say i’m going to make a video like “how to squat”, but if you wanted 1 milllion views, you want to make it “ i did 100,000 squats in a day” or “the biggest squat mistake wrecking your gains” so you think about it this way. ?I want to make something, then how do I package it so that anyone can watch it but then you also want to think about whether or not you want an 18 year old to even watch it there’s loads of information about how to grow a YouTube channel, but not that much about how to get into your viewers head and turn that into a thumbnail and a title 70% of the work is how you get a click. the video itself, even with super bad retention, “the man who makes youtubers rich for free” - the ctr was super massive, was pretty good in the small niche. the way to come up with the packaging was he asked a bunch of questions and when he answered with something interesting he wrote it down, and this title sort of wrote itself. that is the goal on youtube, how do you make this as interesting as possible and make people to click. the video itself doesn’t have to be a world chagnign video leon: absolutely agree the first thing you need to do is throw objections at it example: make a very big problem every youtube has ○ goes to charisma on command and work out problems to target ○ set videos to most popular and his channel was a list of humanities biggest insecurities ranked ○ so to make a video that gets millions of views, he looks at that and the biggest insecurities are status ○ so the million view is that in the aspect for youtube - how to present on youtube ○ if it was packaged like that though, the best views would be 300k. but so thought about what is the angle, “I am not very clickable” no point in clicking on my face, so found some youtubers who overcame this problem, who were insecure to start and tell their story. then found every youtuber has their first video still. then looked at mkbhd, then mrwhosetheboss, and he was even worse, and you have a history of them overcoming the problem youtubers have with body language ○ ● ● ● ● so found the story: how to overcome the biggest insecurity every youtuber has with body language ○ then came up with “the secret hack youtubers use to hook you” ○ if I called it “how to present a youtuber video” it would have been 300k, and not 1.5 million views ○ so have to think 1. how do I get people to click and 2. the message ○ that’s the name of the game for youtube rian: I would love for you to break down how the best youtubers take this to the extreme. what’s the process that the best youtubers use to find optimal validated packaging ○ ed: finding the right idea is research. mrbeast is unattainable - 20k a thumbnail. so what /i do is I take my idea and go on youtube and use milanote to find patterns. looking for how have other people represented this in the niche and look wider to other niches and see patterns in the thumbnails like this thumbnail is amazing and this thumbnail in a similar structure and combine them to make 3-4 different versions per thumbnail. and each of them tend to be different. it’s all on the board and then you pick a winner. I ask them in a discord with my avatars ○ ed: you had a think tank right? ○ leon: yeah 4-5 and I have other people I go to feedback for titles and thumbnails ○ ed: I look for objections. ryan trahan had 4-5 guys who come up with objections, they leave and come up with thumbnail ideas, and the one that’s picked gets extra cash. you have to only make the video when you understand that it will get the click. you can’t make the video first because you limit the options. so thumbnail and title first is super key. the scaled back version, is to try and come up with 3 different titles and thumbnails. how to present videos - the silent hack, presenting stakes, create many ○ ed: if it doesn’t perform at the 3 hour mark henry: do you do that before? ○ ed: yes before, I don’t write until the packaging is fully done. you have to write the story to fit the packaging. ○ the thumbnails don’t need to be super polished but then once you pick the winner then you choose it max: does anyone have an interesting process that they use on packaging, resources, I use creatorhooks, great pierce - youtube consultant, ○ ed: jake’s is very useful because he gives you clickable sentences that you can swap out the word for ○ kirby: few good websites - thumbnailcheck.com or thumbsup.tv does a similar thing. there’s a tool called buzz sumer, and you type a keyword and it tells you the best articles that have gone viral and take that to sam: how do you explain hamza? ○ ed: not that many of hamza’s break out to a new audience. he brings back the same people. every video has got a million views, every now and then it will break past, the thing that we have to learn from are the ones that make sense. the reason people click on his content is bc they’ve already watched it and they ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ come back because he’s so engaging. he’s like an older brother to many people which brings back his older viewers. he doesn’t break out sam: how does he get viewers in the first place? ed: the most viewed videos are kinda random, dating stuff. he does long rambles for 2 hours. the avg person would not be able to do it since they aren’t engaging enough on camera. he’s a polarizing character max: when you see a not thumbnail and 500k views and 1 hour you can tell this is going to be a story from the heart and no hook to get me in and it creates something in ed: he is creating big watch time so youtube will push it. most people just need to ctr. but yeah he doesn’t break out often. if you think about the retention rate of a client you want to keep them for a 1 year, but he is good at keeping them for 5 years and there’s that accumulated build up sam: so there’s like a depth with his audience. viktor: when we closed his community people sent videos of them crying because they really love what he has done ed: I haven’t seen anything like it viktor: we did surveys and now we did “why you’re watching 2 hours a day”. and they say because of how vulnerable you are, how real it is ed: he started a coaching call thing during dinner, bc he used to sit and eat dinner on his own, so now they just sit and eat together. this is like fking jesus christ sam: that’s pretty good actually, that’s pretty smart. that’s unique from what he’s done ed: in his niche niklas cristl have made cinematic but his is great zach: how much have his animations played in his growth? ■ ed: he talks about jeffrey and adonis and he’s got everything sorted, and he started every video like this. ■ zach: he was pumping those out ■ ed: I watched 20 of his intros in a row ■ sam: who is jeffrey ■ ed: fake character ■ sam: so he created an ideal ■ andrew kirby: that’s clever chris you were talking about a corporate athlete ■ sam: have you seen the old mac and pc ad, it’s like that he’s doing that ■ rian: aspirational identity. there’s a good book called story wars that’s really good ■ ed: that brought the hook. there’s a lot of things he does that I don’t think many people can Max: what do you think the ideal stack is for a youtube channel. like outsourced thumbnail designer, internally that you’re working for, a strategist, where would you be at early days. ■ ed: it’s tough because getting the thumbnail designer is hard. there are thumbnail strategists and designers who make it look pretty. when people say they want a thumbnail designer they get a good looking image, but then ppl don’t click on it. you have to be there from the beginning so that they understand the psychology behind it ■ that’s probably the best first step. but most of them are fully booked. you can do what leon did which is have multiple people designing thumbnails, but you have to learn it to start. so just learn how the psychology works because you have to train someone, you ■ chris: I’m a bit different here in that I produce podcasts and repurpose them for youtube. but have seen success w/ this have done 15m plays a month and 50k subs a month. but I can’t do some of the things I would have done that youtubers can - like write a thumbnail and title before the video. but I have to depend on the guest. my process. we put out 4 clips, there is a team repurposing a short every day across all platforms. on monday, I did 600 episodes of thumbnails and titles, and learns the physics of the platform, got a sense of what worked. got a sense of what could convert. recently brought on chase capital who grew tom bilyeu from 300k to 3m, and so split tested so many thumbnails and since bringing him in. we have a call 2x a week for 90 weeks one is for clips one is for episodes. we both have slack open and anything open. we came up with “is it gay to be transgender”. we just keep iterating until we find something we like. then we find the title we like, then think about the thumbnail. rather than the rogan style we have the frame in the middle, and this is easy because it gets ctr. but for episodes we need illustration or guest in the middle. but we do that 90 minutes a week to make sure the brand doesn’t get pulled too far away. the only other thing that’s relatively unique that we’ve done is 2 things we use a lot of questions in our titles. is it gay to be transgender to women - because people wanted to click and say yes it is. ed: it’s a trigger isn’t it ■ chris: yes it’s a massive trigger. stuff like “why do people don’t care about man’s suffering” you can get clicks from angry comments from people who want to write a comment. with an offensive title it’s fine, but the acutal content is sedated. or you can do the reverse. and this is how I balance not getting cancelled. harry potter and the cancellation attempt had to do with jk rowling and transgender stuff. so I think about spiciness of title and the video content is. we have a B thumbnail which if its a 9/10 after a couple hours we will switch it pretty quickly. and bc we already have the Bs, we can also go after 6 weeks ab test them straight away. and sometimes we can get a thumbnail made that was made in the original design session. we have seen really great success with that. ■ simon: what is the metric you would see 3 months later ■ chris: impressions to CTr, this is slightly more charlie’s area but my youtube is if a lot of people are seeing it and nobody is clicking it then i will change something ■ charlie: do you use tubebuddy? ■ simon: no ■ charlie: tubebuddy allows you to do split tests, but that’s not valuable when you’re starting.but when you do have a lot of views you can produce half the amount of views. net we have done 3000 tests ■ ed: the tough thing is the time, you have to have someone managing it ■ chris: the advantage is that I just have one guy who just does strategy. he understands thumbnails and also helps me with guests. my yt guy could leave tmr and everything would be the same, but everything would be slightly shittier. the thing is it is a very specific skillset. I only got him bc he left tom bilyeu. that’s how network plays into it. but impressions and ctr on the backend. ■ chris: you perform the video like a split test. you have this S shape curve, and then you put something in, we have gone from 4k views in 48 hours to 50k views in 48 hours from just changing the thumbnails ■ ed: you can take another approach which is you write a set up, hook in the beginning of what’s going to be discussed, then you go into the podcast. there is another option. ■ chris: we are going to test this on this big episode w/ chris bumstead and have a highly produced intro. steven bartlett has done this well ■ ed: hillier smith also has done this best, I think he has the best intros ■ chris: we just take 15-20s that delivers the title as well, we will take the neuroscience and put it in the front fi the title reflects that ■ ed: you can write it out and then speak it ■ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ chris: yeah we will try it but it’s a numbers game for me. 3 advertisers per episodes 3 times a week, and more bothered about audio than video. Leon: it’s really tough hiring someone to do the strategy for you. there’s only a few people that can do that. and even the people I put together to come up for ideas. it was good for initial ideas but the ideas itself were not there. one thing you can do is to master it yourself. it’s like being good at marketing. if they are actually good at what they do, you can’t hire them bc they have their own business, or they’re like ed and they’re really booked out. it requires studying and time to put in. but if you can get one of the really good guys it will be massive. it’s a massive lever on your business. every video on my channel is split testing the thumbnail and it goes from 50k to 3m. you would have to make 50 videos or just make 1 thumbnail change. it’s like learning the basics of marketing and distribution for business. the title and thumbnail is the distribution of the business. the best thing for me is studying it for myself. then when it comes to tools one of the things we do is we put the thumbnail in thumbsup.tv and we put it on the homepage. it has to be on the homepage so you can see if it stands out. if I can’t see it immmediately on the homepage it doesn’t matter bc they won’t click but there’s basically a two step process. 1. they need to SEE it. and 2. they need to be like “oh I wanna click it” the anti-thumbnail is an interesting one. everyone does the crazy faces and if a person just sits in front of the camera and it does well. but the thing is it’s never random, there’s always a reason, but we just may not know it yet. for that its more genuine. some of the thumbnails of my look so shitty but I know it will do well chris: that’s the problem, thumbnail designers try to make it look pretty, but thumbnail strategists will make it shitty leon: none of that matters chris: how much do you think about keyword pluggin for suggested leon: none chris: we have seen huge benefit from that, after browse has tailed off. then keyword plug in on the titles make them go in suggested leon: it might not be the system recognizes but just that the consumer sees the same word and clicks on it ed: it’s hard to optimize but we built software that scrapes the homepage and train it to become a viewer and every few times a day it will writes down every title and there will be a spreadsheet that looks what videos get pushed. but we saw that videos on the homepage does not push 2 years+ old videos, but suggested is more ever green and will recommend 9 year videos leon: people only click when they ask themsleves a question and they want to know the answer is, even the answer in the comments. for mrbeast the question is “there’s no way he did this, or did he. for bryan johnson the question is “how old is he?” ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ so think about what question I want them to ask, and waht do I want them to see and they can only find the answer by clicking. we can have what happens next the noah kagan thumbnail of asking millionaires is similar, the reason you want to click is you want “what happens next” you want to see the MOMENT before something happens for feedback you have to be intentional for how you ask for feedback. you can get the wrong data. I’ve gotten feedback for this title. some people gave me advice like “yeah I think this will do well” but the question is “WOULD YOU CLICK IT” ed: we have a strategy where we ask, what did you notice first? then if it’s not what we want then we will redesign it leon: a good thing to think about is how can we make it simpler. the latest video at first it was us doing pullups together and then the new thumbnail is just HIM doing a pullup there’s no me in it, and it immediately shot up. so just simplify it. nowadays on mobile you also only see it for 2 seconds, so you only see it for a split second. so if you have 3 things its too much, one thing is the best chris: how do you decide if you’re going to switch a title and thumbnail leon: no hard and fast rules but when I get certain feedback I’ll swap it ed: the first day I learn what the community wants, and will lead with a wild card, and if it doesn’t work will switch to the saftey, for my channel nothing gets pushed to an audience for 2 weeks and will take a while before it gets pushed. so I’m cagey in that period but I think it’s a slow and steady process. the older videos get chris: I know what the video SHOULD do, should be here, but there is an arbitrary sense of that, and that’s where outsourcing etc is less powerful, everyone here is learning it ourselves. charisma on command is massive and they are deep in the weeds. a tiny improvement is 50x, and it’s also your brand recognition, if you have 3 weeks of shitty and thumbnails you’re a piece of shit, people only remember you for your last few videos. it is cheesy, it’s uncool, and the internet has a short memory but also remembers the last few videos, so it can take your reputation. so you have to make more videos Leon: don’t give up hope yet (to max). you can get someone who is a savage at packaging. people who have titles and thumbnails like “this pool shouldn’t exist” so they are really good at packaging really clickbaity, ti’s their business .they control the eyeballs. mrbeast hired a lot of these people like chuckie, even nolan that’s in the video he also had one of these channels. these were youtube hustlers. he hired them bc he has a massive budget, but these people make a lot of money bc they control a lot of eyeballs. ed: find someone who is good at copywriting headlines is useful to chris: we had a great episode where why 7m men are unemployed and it’s like these men are not working. and gets 500k views off a zoom podcast bc of the title and thumbnail kirby: it was interesting to see how you packaged our video so you would think the hook would be how to monetize your audience in 4 steps. but the hook was ● “this is the guy making youtubers rich” and the thumbnail was blacked out and so the question was “who is this guy?” ○ ed: the question is also like “how is he going to make ME rich?” ○ the question is how because it’s for free. I Did an interview with hayden and the video was shit, and when I watched it it changed my perspective on certain things and after I changed it it hit 1m views, shot on a zoom webcam. the audio was off bc it kept glitching. it still gets pushed all the time but that one thumbnail and title change took it from ○ chris: the quality of the video is secondary. it’s only there to FACILIATE the title and thumbnail. I interviewed someone who went from 0-3m subs in a couple months. the most viewed video she is out of focus for the entire video. 2.5m views. 20m views ○ ed: it depends on the viewer type as well ○ rian: how much of a variable in packaging is length, bc it is within length. ○ ed: what I got told by todd is that youtube will push videos if the profile is that this person likes long form content. if they like short form they will push short form. so if you build it on 10m videos, putting a 1 hour long video may break it. so I stick to a similar view length. james smith said he clicks bc it’s less than 10m. consistent view length per channel is important. some people want 60s some ppl want 1 hour, but think about how long the audience wants it. ○ chris: so you see legnth like a topic, this person is interested in tech, this person is interested in 5 minute videos. ○ ed: I was also told they’re going to make podcasts squares, but idk if it’s going to be a new tab or what. so have to wait and see what happens. they also say that they are going to build a bridge for shorts where if people watch your shorts they will bring your long form to test it. ○ chris: the remix says where it comes from, but its hard bc you ahve to use the internal thing to access that. max: let’s wrap packaging. I want to share one thing which is to create the incognito avatar that your viewer is and watching videos and creating a home feed that is designed for your avatar so that you are being sourced the most viral content content-market fit + branding ● max: did a mini study to look at 30 people he thought were doing well that have broken out recently and 90% of them went into whitespace. there wasn’t another person who was owning that word, and 60% shared stories and 50% of them were established in a way with their backstory to make sure you’re breaking out. there’s a book expert secrets to come up with your story, the hard thing you overcame, and that helped me overcome that. ● rian: my biz partner steven kotler owned the word flow, and one of the things he shared with me is that you get bored of your topic and category 100x sooner than your audience even gets aware of the topic and category. so you have to keep pushing on that same message and going deeper on it past your own point of intrigue but you will find it through that and that’s how you carve out a category and niche. there’s an amazing book on this called SNOW LEAPORD - that talks about how to carve out white space in the mind. the guy nicole. and max and I are aware that a lot of us have breakout success tend to know for one thing or own word and the thing is that we want to categorize people into one thing, if you just have one thing its easier for people to remember you. you have to be the X guy, and lean into that and use that as a tool for growth and at one point see how you can diffuse hbeyond that and there’s people like tim ferriss who have done that really well and gotten broader over time. ● ed: how do you keep pushing through the boredom, bc I’m at that point ● rian: I use 5 drivers of intrinsic motivation, mastery passion, autonomy, and you can use that as a straight up checklist and see if this topic has a high enough leverage for me, if not you can modify and change so to dial up those. so for mastery if you feel like you’ve reached to that point of mastery, it can surpress intrinsic motivation so think about how can you expand past that scope to have more detph. ● sam: what do you want to do ● ed: that’s not the problem, I like waht I do ● sam: waht do you really want to do? ● ed: probably travel more, have more holidays ● sam: I would just do that and it might unlock something ● simon: do you feel guilty when you go on holiday? ● ed: I feel bored and it’s bc I’ve been too active, so holiday can fix my problems ● sam: sometimes you just have to follow your feeling a little bit, bc you’re constantly structure it and approach it logically and it might burn you out, and you’ll realize you’re tuning out your feelings, so think about what do you feel, what do you want and you follow that a little bit and that comes back. ● max: have you guys thought about the story that you present, how much have you thought about your origin story, do you think about the low point and turning point and what are the points that you lean on ● chris: you guys having that is super important, if I bring you on. you need to have it, and when you do your breakout phase, you tell the same story on every story. but you need to not have just have one story, you need multiple stories, so if david goggins isn’t so aloof he would just have one story. have some vascillations, left turns, the more time syou can say “but then”, “and yet” I would have it so you have varying lengths, so you can do it in under 2 minutes but not under 15 seconds, under 5 minutes, under 10, and even 1 hour long version. so if someone was to say chris tell me who you are, I spent 15 years running events, then did reality tv, talked to people on the internet, and turned it into a job, but can spread that into 2 hours, turn it into 3 hours on rogan etc. hcarlie is like the king of thing, when he came on the podcast he talked about when people asked “what do you do” they don’t wanna know they want as many hooks to be interested in you. you can have 20 different hooks in your story, and add in what feels like useless stuff but adds color. ● rian: what kind of stories are eye-rolling and causes you to check out, are they contrived and what is the opposite ● chris: predicitable stories are stupid, if there are not but thens or and yet the more interesting has happened no story should ever say and this, but then, and there’s this intrigue. the other thing that worked, when I started a podcast I thought the point was to be a ruthless indexer of information, and more and more now I realize I am the vibe architect, just to create a feeling, there will be some transactional stuff, but lots of them are stories, so don’t shy away from unnecessary whimsy. if you’re going to tell a story lean into it, it’s middle of october, freezy cold, there’s a winding rode. but that is a story, and you’re embedding everyone into it. then you want to know. as opposed toj iust “I was on my way to work” so indulge into the storytelling aspect from it. people that are not opening up loops that make you feel like they care, vulnerability is good, you can turn that up to performative levels but be careful with that. show strength and weakness is good, charlie is super good with that. smile and laugh is good, if you can take the piss out of yourself you come across as likeable. the #1 bodybuilder told a story where he cried in his girlfriend’s arms it was too much pressure and she had to ask him if he was ok. his gf asked him are you ok 4 times before he broke down and cries, and then wins the olympia. he’s holding it together for his girl and then he becomes the world champion that’s an amazing story right there. the only other thing is that it depends on the podcast but if you have faith in the podcaster you can leave little gaps for them to come along. if you’re going for the 30m one you want 6 5 minute segments and so if you can hold it for 30 minutes monologue then you don’t need the podcaster or interviewer. ● rian: chapter 7 in expert secrets is one of the best breakdowns on storytelling where he talks about how critical it is to break down with feeling and he drew it with stick figures, really good chatper ● charlie: we have a lot of videos on storytelling, but what I’m not hearing is contact with who you are. there’s a lot of what will people like what works on podcasts and I think what has made my channel work is that I was deeply honest about what I cared about and the question that ed had about how do I get this to work. I was surprised to learn from Sam that the skool didn’t make sense but just going towards the thing I wanted to do that I did skool ● ed: what made you do skool, what was the day that clicked? ● sam: consulting.com I was wearing a suit I was in new york I hated new york I hate suits but I was doing waht I thought the audience wanted so I was optimizing everything for that not for what I wanted, and so its super painful. and then I just got burned out from that and there is this thing that I should do but it was scary to follow that because I had to sacrifice other things. I would have made more money making courses until 6 months ago, and then suddenly it’s way on this side. so it was 5 years of going backwards until it went way past. and everyone questioned me but it was following your heart kind of thing. ● charlie: this is how you get REAL up downs in your story. find those and emphasize those, but don’t fabricate those, but be honest and tell the truth about the ups and downs - you are not fabricating your real story, you are really telling it. ● sam: and you become magnetic somehow, because you become so pure. hamza is just the magnet for stuff. and you get the odds in your favor and you don’t get burned out. with the suit and shit I was always pushing against the greatest force. everyone is like fighting against you ● kirby: interesting that during that time you made videos that you have to sacrifice a lot of those things, but now it’s a bit different ● ed: so we’re not doing the monk thing anymore, bc I just watched that the other day. so we’re going back to that right ● rian: it seems like you live like that with skool and the commitment to it? so what is the sweet spot you’ve found? it seems very monk like at the moment ● sam: yes it’s still, I’m still very committed to it but its not so rigid. i leave room for things to emerge and I don’t have to schedule everything and plan everything its more collaborative and its more like fluid. and it’s coming out of passion. i don’t have to grind through it I need to do extreme discipline to run through that old model. ● sam: if it doesn’t feel right I should do something differnet. I think about deleting the videos all the time. they are so inaccurate now bc things change ● ed: I think you should do an update on monk mode bc iman gadzhi got it from you right? ● sam: it’s easy when you don’t sell advice because you don’t have to live like how you’re teaching. as soon as I let go of that I stopped meditating and it got better. just as a change bc I would plan tomorrow to be very rigid but I actually need to be quite distracted bc a lot is going on in my company and then I’m blocking entire teams for a day. so instead I need to be more fluid and reactive to some things to help teams be more efficient overall and to break that pattern I stopped planning tomorrow today I just listed 3 priorities I just look at that when I’m like “what should I be doing” but I allow myself to be distracted by the things that matter and I started to be a little bit more fluid. I’m not getting distracted by tiktok or youtube vids I’m distracted by a team so it’s worth me being distracted for. so we’re more efficient as a company. but you can’t get that nuance on the internet bc people are saying you said this. ● chris: I like the idea of you and the you you put out there and putting it out there and there’s not a single person as a content creation that hasn’t felt that out. it’s a great mental model to think about about batman and bruce wayne it’s like I need to fight crime but I can’t tell anybody because then I’m the crime fighting guy ● sam: steve jobs said to bob dylan wanted to play electric but what he would do is to play acoustic first for 30m and then play what he wanted to play. and he got bood but then he made his best thing ever ● chris: the perils of audience capture and it is vital for everyone to read. it uses nick cado avocado as. when the persona consumes the person ● sam: the best artists do what they want, not what the audience wants ● chris: music is a good thing ● sam: the poeple that lean into the audience just lose what they’re about ● leon: like the book fountain head right? ● max: yep ● max: lex gave huberman advice to be super conscious about what he’s going to stand for and represent himself. hormozi also has purposely kept the handlebar mustache that become core to the person. it’s true but its somethign you lean into. is that something you think about ● kirby: there’s an interesting thing which is that previously you could get 20 jobs in town but the internet changed everything where there are 7 billion jobs you could be and the best career you could have is just an extension of yourself. huberman, lex, they are extensions of themselves. who you are exemplified in your career is the best bc there’s no competition ● cole: the problem I have that is that my audience evolves slower than me ● kirby: yea that’s why I stpoped making videos ● ed: if you stick to it for the long term you will find the audience but might sacrifice the views ● chris: back to music I think there are constraints to the platform that don’t allow you to be as liberated like music artists. you can’t just do your own thing bc there are certain physics to the platform that restrict it from being affected. but hamza works bc he breaks convention and then sticks to convention. if you kept breaking convention over and over it’s hard to grow ● sam: what bob dylan did is that he did half the concert with stuff he doesn’t wanna and then he did what he did, and he just transitioned it over time. it just took time to transition. ● simon: he could see what they wanted before they did ● sam: he knew how to get it to them by putting it with other stuff ● chris: shapiro does a 50m long youtube video and he is very very ethical, but he understands he needs to play for the audience so he puts his most disagreeable points at the end. hamza does that too but he only waits 50m into the video before saying it. joe rogan doesn’t have but ali abdaal becomes a cariacture of himself and parodied ● parody is the final stage of any media position before death. critical drinker taught me this. there are intro ascention, maturity, and parody ● thor is an example of this, he starts, its new, but then he follows convention, reaches maximum resonance, and then the last thor movies he’s like a joke of himself. he’s like doing splits and he’s the butt of every joke. ● hormozi gives so few fucks that he can afford to be memed so it helps him. but iman gadzhi did 4 stage matrix is coming for you and the 4th stage is you should start an agency. but if he did that 2 more times he would have been memed and parodied. but he had the self recognition to realize that that was happening. lex and huberman do it bc its the science-y background, but learning how much gas to put on this with intros and taglines owning meta content and getting out of it and not becoming it is a delicate balance. ● leon: i wonder if you do get parodied or become a meme. cody ko made fun of me in a video but I wonder what could be done. the best thing is to go with it (in my mind) and to lean into it. so I reached out to them and said I’m the poop test guy and they wanted to have me on the show and everything and it’s going to be fine ● chris: brendan schaub is the receiving end of it. the roast of true jordy, he gets the best roaster steven tries to roast him as his next video. if you can prove that you can laugh at yourself ● zach: the symbols. i think they are underrated. hormozi’s mustache give your community tools to create for you. my obsession thing is where I don’t have to make content and I can just retweet stuff. the biggest thing I did was 4 months ago was if you are obsessed put a black flag, and at least 1000 people have done that, so that’s a symbol. and so I thought about should I own the letter O, but if I do this for decades it won’t be. so my twitter today people are putting up a quote of mine and using the O and making it capital, and these are all things that I’m testing and throwing out all day, you do it with frameworks and ideas, but you do these around your core message and they compound over time in an unbelievable way. hormozi and codie sanchez talk about the same thing every day and that’s what people know them for. ● kirby: and you’ve blown up, so what’s the transformation on instagram? ● zach: I had around 200k subs after a few years of posting and transferred my message to these animated videos and I was the first to do it at scale, getting 100m views, but still a lot of views across instagram and tiktok and I just completely hyper-focused on one word and my reach blew up and I grew a real community and I would not have been able to grow that if I didn’t dial into this one word . ● zach: here’s how I found my word. I wrote every day for years and I came across this quote “never apologize for being obsessed” positive obsession is a gift. tom bilyeu wrote quotes on whiteboards and I was pumped and mrbeast also talks about obsession a otn of times in that podcast and its these hints with resonance with the audience and its soemthing where you can truly get past that cringe barrier and talk about it all day. ● max: where are you the most away from the mean? the average person is here. like bryan johnson is so far away from the mean ● cole: for me I came across making self improvement videos just bc I enjoyed them, and then my audience just told me what it is. I’m constnatly challenging those ideas ● rian: person market fit is important too ● sam: I think poeple can just tell when something is pure. like your girlfriend cat example (charlie: my gf never had a job, doesn’t know how to make money but has been fostering cats and started posting jobs and without trying she got over 2m on tiktok and then people started contacting her, and she makes 15k a month without trying) she wasn’t trying to make money. she was doing something she wanted to do and just captured that, and people are just craving that. pure stuff. ● rian: the challenge is that 99% of artists are broke, so there is something of taking the purity and key off otehrs that gets demand and tractions. bc most artists don’t go anywhere and nothing happens ● charlie: I helped her with some of these videos, she was just posting them, and instead you told the story of the cats, and you do these shots of the cat curled up in yoru lap. that is sort of matching. she just put it into a story that resonated with the audience. I knew I wanted to do this for charisma on command but I just had to find the title. one of my best videos is “how to argue w/ someone who won’t listen” the genesis is that I wanted to comment on the cognitive dissonance but if I put sam harris nobody would care, but I need to find jordan peterson, and put that in the intro, and later talk about sam harris and ben affleck. so I could make what I wanted while appealing to the market desire. so I wrestle with this. should I just stop trying to speak in a way people understand adn go full bob dylan or wha. ● ed: I made a video about you the other day about thumbnails and its how you use russell brand in the thumbnail and its just in the intro and never again in the video. ● charlie: it’s a bit too much we’ve done but also we don’t want to fall into playing the hits for too long, and there’s a balance. i think hamza is a great example, there is a meta on youtube which is the big face, stuff that works. but you need to make some stuff that doesn’t hit bc you will be following other people and you will get stale. you’ll get to a point where it’s like I have seen this I don’t want to do this anymore. paid community ● ● ● ● ● chris: how do you differnetiate yourself from patreon? i’ve had a lot of chats with people that want me to sell courses etc. and they want me to do have a $47 month challenge etc and then I’m going to have a mid level etc etc. and that just screams this is a patreon. the people that come to the podcast and come for additional content about the podcast. maybe we can summarize all the podcasts as additional content or additional livestream - that just sounds like patreon and I don’t wanna do patreon. kirby: I would say what your audience wants not bc they want to listen to the podcast, its bc they want some sort of result. they probably want to be more interesting to the opposite sex. I like skool better than patreon bc it combines everything necessary to get the result. if you give people a protocol and follow these things and then 1 Q&a call a week then you got something. and if you help your audience get results then you can monetize really well chris: I want one high ticket course that you constantly pump to, that seems like a dream. the community thing may get better outcomes. they might have more friends etc, ed: just make the thing that you’re excited about chris: true but every time I speak to everyone has the same opinion of making a community, but not my opinion ● ● ● ● ed: just do what you are excited about. chris: trying to work out does it work more to have sweeter courses that stand alone or is everything now built off of this community thing. the guys that know what they are doing might say community is the best. is there a way to do that ed: 20% of the people want the community, and 80% don’t want it. I’ve made a community and a course but it’s optional which one you’re buying it for rian: you can build the community and be just as handsoff with the right people running it. if you add a sales call and the sales team and a touch of the fulfillment which heightens the thing. we’ll do 20m topline this year, but if we had a lower touch info based product we probably would do <1m a year. we will do a module on this after this for building a business on a backend to build a multiple 8 figure business. recruiting ● rian: I was punching myself in the face for 3 years about recruiting. finding these people that convinced me they were amazing and other people even said they were amazing would be flops. interviewing didn’t help. job boards didn’t help and it took me a lot of time to find out this recipe. there are five steps to this recruitment approach. ■ correctly define the role. ■ great example is earlier, difference between a thumbnail designer and a thumbnail strategist. most people would hire one and is not a recipe for success. so figure out what is the gap in business or process and think about am I packing too many things into one role so that I have a persona and a profile that has a high market size. bc this is a tiny market size so you’re shrinking the pool of people that you can hire. so avoid blending skills and avoid packing in too many responsibilities. the other way is that it makes filtering more challenging. the more things the person needs to be good at the harder it is to assess it. so make the role incredibly singular and if they are really good at that they can expand out into higher success. so #1 is really tight, clean, clear job definition, and once you’ve done the job definition. ■ make the job description the best sales page you have ■ then you make your job description into your best sales page. then you write the best copy you can. and the same way customers can figure out the pain points I like to do that with the candidate as well. so call up the best thumbnail people on earth, ask what makes a dream opportunity for them and you put that in the sales page and that creates this resonance how they know I want a 2 week turnaround time and not a crazy 48 hour turnaround time. you bake those into the sales page and you do that through interviewing people who are amazing at the roles, and then you can have that extreme A talent. I always like to do a sales video that talk about their growth opportunities and what they’re going to learn etc. now you have your ■ use talent dense hiring channels (ponds) ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ job boards are literally 1 in 100,000 candidates are good. there is not a single amazing person on indeed. anyone amazing is not on indeed. anyone incredible in your life is not on indeed. so I don’t use job boards at all because it makes it seem like you have progress. look at book: how google works they hired the first 10,000 people on referrals, bc its the most talent dense hiring channel. at the moment we’re hiring a ton of writers, and figuring out what is the best pawn they are swimming in, and it’s twitter, substack. we find the ponds for the roles then we do really well crafted outreach in those ponds. matt: so once you have established a dream person for the company you want to think you’ll hire anyone and you can reach anyone in the world and they will work for your company. we were hiring kevin simler, melting asphalt, he has an amazing blog and doesn’t respond to emails so I read through everything they did, set a constraint for 30m but look for familir but surprising htings that show the person that they get me but they had to put effort into the initial outreach. anytime we outreach we get 80% response rate. anyone we do this process with they respond. once you have the ideal candidate twitter is the new linked in. if they have a twitter account, you can see who they’re following and you go down the list of who they follow and that is a pond of itself and you repeat this process and you actually start to map out the entire landscape of incredible writers, CMO and I think I could do it for any role, and that’s one tactic on twitter. it’s kind of like american gangster when you have all the boards matt: another tactic is if you ahve dfined the role in 2 setnences. for the CMO “if this person could scale our paid youtube to 100k a month” they would be a fit. so as I’m looking for the person I am looking have they shown that in any experience before, if not I wouldn’t even reach out. all the people I’ve reached out to I already know they’ve been able to do that arleady rian: even if you have it clear, you need to ask can they really scale our youtube channel to 100k a month. can they from scratch research write a 1000 page blog on enlightenemnet better than what steven could do. this instantly makes it easier to hire. so distilling that. you do 30m of outreach per person interviewing to sale rather than assess rian: then you get them on a call, but the more I interview the worse hire I get. so instead of interviewing them I’m selling them. I ask them about their dream job, it’s a similar thing to a sales call and you sell them to work for your company. at the start of your business you are selling the company, and later you are selling the company, and you sell the company as the product to the candidates. and sometimes the company just need to be a better product to sell to the candidates. so you have to ● ● ● ● ● ● ● level up the company for a-players to want to buy through joining your team. ■ assess their fit through discovery projects ■ rian: the successful sale you are selling is a discovery project which is between 1-5 days, sometimes are paid sometimes are not. doesn’t matter. the successful sale on the call is the discovery project, if its a writer its 1k words. and the assessment of the product is through the discovery project and not anything else. and after that you do an discovery period for 1-3 months. ■ rian: we hired a creative director we did a discovery period and after 1 week I decided to not hire them, and the only way to figure that out was from discovery period and not through the interview 3 big recruitment mistakes ○ failing to fire fast, the anecdote book ○ when there’s doubt there’s no doubt. if you get any signal of doubt you have to instantly fire. it NEVER ever gets better. they are as great as they will ever be in the first hour, and that’s not literally true. people grow, but as a filtering potential you have to assume they will be as great as they will be on the first week. ○ the candidate I hired in 3 minutes he spent his time leading the first meeting asking questions and onboarding himself and not leading the team ○ best candidates should come with batteries included ■ there’s a sweet spot between hiring people with tremendous potential. ○ rule: hire the fixed mindset, lead with the growth mindset ○ final one: there is always a talent war happening between a+ players and b players and below, and one group will win. either a players will drive out b players, or you as the leader remove the b players and make it an a player only team. ■ and then the a player win the talent war. as the leader I have to win your own talent war by removing your tenacity anyone else is not up to the abr. ed: how many meetings have you recruited now. how many times to get it ? rian: like 120, out of 5 or so years have done 150 total people. for me this process works. the only thing that doesn’t work is not adhering to the process, we got someone referred to us who started hormozi’s youtube channel but then you just run the process and there’s never an exception. simon: you kinda alluded to it and if there’s high churn rate then at some stage you have to look internally. what’s the environment like, what’s the culture like to get the most out of them. we had enough to recruit but not enough to keep people rian: there’s a metric I look at that tells me if its us that’s off or the talent is off. a sweet spot is that half the team has extremely high retention and the other half actually churns quite fast. some of them drop over to the other half. sam: you just want the good people to not leave. if you lost someone who you wanted to fire it’s great chris: ben francis is one of the most ruthless CEOs. he is absolutely fucking vicious bc he wants to be the most iconic british brand in history. his 2 step solution for finding ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● execs. 1st is incentivize them well, make sure they are well paid and feel like they are integrated. 2nd is apply an ungodly amount of pressure, and if they crack they will find another one. the person that will survive the insane first month is like “that is the first person” leon: jimmy told me how he structured his team and he has disciples. they have infinite upside. he invites people to his inner circle and usually after a week they can’t handle it. so it’s very similar to the gymshark CEO chris: for creator perspective, what have been the highest leverage hires that people might not think about. bc everyone has got an editor. outside of that maybe I should hire a full-time EA charlie: yes. LAUNDRY, MEAL DELIVERY, this is the most important hire sam: the personal staff, laundry cleaning, food. you have to outsource that first chris: from the people who seem like they know what they’re talking about. get an EA? rian: an avg one is or bad one is better than none. you need someone to do everything. chris: guy called dave (who finds eas) he hires for chick fil a and finds EAs for high level independent thinkers. he found peterson’s EA and is swimming with people ed: what kinda stuff do you ahve them to do? rian: I’m getting my semen levels checked at the moment. I just put it in the box. if I’m going to a little event and I have to sign up I just forward it to her. everything health, etc ed: is she full time? rian: yes. leon: you have someone from overseas? rian: yes she is in lisbon, she is fully english fluent but she is virtual. she is like an EA skillset level max: I was looking for an EA last year. I hired an EA were good but not excellent, and now I have an EA hiring process. I give an incredibly difficult challenge that takes a week to do. and I give it to hundreds of applicants and the one who is so good. but now she finds my chef, laundry, etc so you can have a very good virtual person control the personal elements rian: good ones should onboard yourself, they should kind of do it for you. all of life is smooth, they book everything for you. ed: would a concierge be better like AMEX? rian: no max: they know what you want rian: they’re in your bank acc etc max: they will also find candidates, and I teach them the process chris: a good business model is probably good to help people find EAs and onboard them. I have zero idea how to do it. and I would have paid through the nose to find it rian: there’s a good one worth checking out called ATHENA PARTNERS sam: the business recruitment game is to pay for it with recruiters. we pay $75,000 a hire. we work with an agency. they are so good that we just tell them what we want and we ONLY get people who match that to talk to them. this is for software engineers. called new lvl ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● rian: it’s easy to hire and get an ROI on a 500k person than a 50k person. because you pay them so much whether or not they’re amazing. sam: with 500k you are kinda getting another entrepreneur co-founder on the team simon: another thing I’m looking at is a research team - to help improve the quality of the episodes. just bc they are so many new studies coming out all the time it’s hard to keep my finger on the pulse chris: for me the equivalent is a guest booker, bc I’ve tried to have someone assist me with guest prep and I end up not feeling the questions. people can tell when it’s not authentic. they can tell you things to read, but you have to pick what is interesting versus what someone else thinks sam: that’s why joe rogan is popular, he is just winging it chris: there is nothing in front of him when I spoke to him. he has prepped but doesn’t need notes. this is somethign you can’t unsee but one of the reason why joe is so powerful is that he can ask a question with a statement. he will make a statement to induce a response. he says a thing and he will respond with a question with something that was not asked. part of it is that he is high status. so the power differential is very differnet . sam: I think he’s just hanging out. so it’s so nice to watch. it feels like you’re just hanging out. simon: yeah the research is not a substitute but you have to be the person who goes through it rian: for me the highest leverage thing is a writer. took me 2 years to get a writer, and he’s amazing. he was a copywriter first and an expert on flow, and a content writer, and a thinker. but it was so worth. so worth it bc now we chat for half an hour and then 3 flawless scripts come out. now he’s writing youtube scripts. I create the content but not in the form of a script. we riff on it, and we’ll read a research paper together on flow, think about it. identify the actionable elements and I’ll turn it in a script. sometimes he also surfaces the paper chris: are you able to see translation from someone that is a phenomenal writer with someeone that makes a good youtube video? rian: high level copywriter is superior for youtube script writing. the inverse is not true. max: mark manson is reading old blogposts on youtube and getting a million views. chris: listen to him on tim ferriss simon: how does anyone think about how AI influences HR? even going back to this mornings conversation about titles and thumbnails, is that helpful? rian: this new person we hired can pop out 2-3x the output from using it since he can use it effectively ● baby einstein max: share one tactical thing that is working for us - a tool that is working for us, etc. zach: i was telling the story of how my stuff exploded and it was these short form animated videos on instagram. chris you’re doing them right chris: they performed super poorly on youtube but very well on instagram and ok on tiktok zach: high lvg content which is to take audio and animate them chris: do you animate them yourself? zach: no, so I have a really good system which is to take my best writing, best 30 posts, spoke them, and then hand guys the audio and they do the full animation. my message was getting few hundred k and millions per month and now its in the tens of millions. a very high leverage way of doing short form content. you don’t have to be in it and can expand what you’re doing. chris: how much does it cost per short? zach: varies by quality, but the script is 80-90% of it, mine are few hundred per video depending on the guy simon: ideal length? zach: 20 seconds perform the best for me. when I can get them out for me and get them out 5x a week it crushes. anyone who is interested in it should do it, it is easy, ridiculous numbers if you care about that. max: major win was hiring a ghost writer for twitter. I have an agency that does this but is a cost effective way. I pay $500 a month and an additional $500 if he can get 5k followers. some have gotten 40m impressions but it is me audio noting and he turns it into an optimized twitter thread. that’s an easy way for me to go on twitter for under 90 minutes of time per month. anthony: one of the big wins is to repurpose from twitter to linkedin ed: is that a thread or any twitter thread anthony: pretty mcuh any tweet but long form tends to do better on linked in. if you can then include some intruiging picture with it it kills on that. rian: for trainings or courses I found this guy on courses that trained a chat bot on our podcasts and curriculum, and it is incredibly good. you can ask it any question, flow triggers, and it will give you a perfect answer synthesized from our content and linked you content that we’ve made with timestamps. completely transformed the learning experience for us and can get to information about it. some people call this an AI coach, chris: the guys that did mine will speak it back and if you do slash audio it will say it in my accent. ed: is there any kind of course rian: you can embed it but we will integrate it more tightly chris: I will link if you send me a message henry: how much does that cost? matt: $8k simon: does it continue to learn? rian: you can make it continue to learn but you have to train it against more content, and you can change the paramters to change based on the modules. chris: I added chrisbot in to answer q&as, it was really diplomatic and would hedge every answer and give them feedback but didn’t seem like it wanted to commit but changed the certainty threshold to confidence bot basically and would make ridiculous claims. rian: you could also have a coach version that trains against clients individual data after they go across the learning journey chris: snapchat has that right. you have the llm of the creator that you can talk to. sam: do you want to talk to a bot, personally? because I wouldn’t chris: if I had a question but I couldn’t move on to find it sam: I reckon it’s all bullshit. we’ll see rian: I think its fundamentally different than crypto hype sam: bc it learned on reddit data right, and now they’ve closed their APIs and its learning on its own data and so its input non human data and out putting non human data, they’ve already destabilized it. and the open internet is being ruined because the bots are unstable rian: they will probably figure out how to sell the large corpuses of data sam: but facebook has large gpt data in it, but I could be wrong. but they are trained on wrong data chris: fav question is what do most people believe that you think is wrong? sam: my super talented software engineers also believe the same thing rian: I agree w/ that 100% sam: and it will never be it. most of the smartest engineers in the world have saying that too. I got them to summarize a video and that was useful. and the second use case was trump and biden kirby: if they could tell me the exact time stamp for a question then that would be super helpful. kirby: being a creator and having made 300 creators its hard, its easier to just ask who am I trying to reach and how can I get there? when I got in front of eds video it solved that video super fast chris: i was explaining this before but in terms of monetization I am starting to sell the entire ecosystem of episodes to brands. previously I haven’t done any ads on youtube but now I have an episode with sam harriss, mid-roll ads, 60s end. $25 cpm, and I will also, all the clips will have a post-roll for the advertisers. so I can guarantee 1m plays, but with clips I can get to 1.5m plays by selling the entire ecosystem. no podcaster is doing this except for ben shapiro. nobody is selling clips. you have your large piece of content, you sell it by the sentence and you monetize the sentence as well. 60s ad read at the end of the clips zach: what other clever ways have you done to advertise? chris: simul-casting audio and video together. I don’t sell much on youtube. brands are happy on youtube. i’ve also managed to push brands like element, myprotein and sell them on an omnichannel. a certain number of instagram stories per month, ad reads per month, and what I’m able to do there is not just monetize off of podcast growth. they get better conversions, bc I can do loads of conversion through instagram. I can’t do that many through podcasts. they get great returns, you can charge more for a podcast. so instead of a $25 cpm. it’s like $10 for 1000 plays and every 6 months put it at the end of a newsletter. it has made a big difference. everyone comes back and wants to renew. one final thing is 6 month contracts is a good way to do things. if you lock them for a year it’s you that loses not them. they are paying 30% cheaper. ideally I would do 3 months but 6 months is easier simon: you’re doing that on a cpm model or you are guaranteeing imrpessions chris: cpm and I add a bit and it ends up being like $30-$35cpm sam:the best thing I’ve done for my team is to get drunk with them. we were efficient, making good stuff, but nothing bonded us more than when we got drunk, and productivity went up. it doesn’t make sense but it really works chris: what do you think that was due to? sam: people say stupid shit and you learn more about them and you like each other more. then people are excited to show up to the daily stand up and when people like each other more things flow a lot easier. I wish I learned that earlier. charlie: tubebuddy is great, without touching the back catalog can get 40-50% more views. Also can talk about what we talked about. which is high contrast, men faces work but women should include the bust. men in suits without smiling. don draper in a suit works super well. and also holotropic breathwork in the morning for clarity works super well. sometimes a lot of the things in the way for my business is just a personal emotional block and then I can see things that are unavailable to me. zach: my friends belcaster are killing it on youtube shorts, but couldn’t convert it to longs and literally all they did is to tell them to watch the long version, pinned comment, and it was crazy. simon: fame-jacking. on my show the balance of guests that are well known and I can get introductions to these people and bring them but some of the deepest engagement is going out to the science professor that nobody knows, who has no platform and has done 30-40 years of work and translate that to an audience. if you are telling stories or featuring people on your channel there is a necessary balance of using people that are well known. if you can be someone that introduces people to a community for the first time that can be great as well. zach: i think founders podcast is doing really well bc they are finding out these entrepreneurs through them. simon: for healthspan and longevity you can measure things and train that very efficiently. instead of training in grey zones if you are intentional you can shift these predictors very easily. every week I use my training time as efficiently people. I do 200-250minutes of zone 2 cardio. hiit train, various types of strength training. once you are a little bit more informed you can do much better results if you were doing double the amount of time without intentionality. I don’t use a coach, so just through conversations with people and reading the literature. you don’t need a coach, it’s not that complex. I want to make it more accessible to the average person. the key part is to know what to measure. you have to know where your health is at. but yeah you can get a coach if you feel like you need a bit of help in the beginning chris: my motivation to train on my own has gone down on its own for the past 3 years. so I have to rely increasingly on a coach. I use a cycling desk simon: you can multitask and do that. you need max 15-30mins of hiit work and there’s not much benefit above that. 0-30 minutes. if you do 150 minutes of zone 2 a week you halve your risk of cardiovascular disease. hiit training is very small dose. with 15-30 mins a week you can get the maximal returns. and you need to know the protocol to get there. and that is the stimulus that really works the heart which means your heart is more efficient per beat. and then you need a strength component as well. that is probably the main components. zone 2, zone 5 strength, and depending on the individual mobility stuff. sam: what is hrv? simon: my hrv varies but it is hard to compare between people. mine is 70-80 sam: if i’m stressed 40-50, but if I’m good I can get 120. chris: I’ve seen ryan fisher at 240, but that is a different build. sam: I’ve seen some crazy intense hrvs from swimmers in the 200s cole: something that has been really helpful is to have stories. with videos you should have more than one storyline at once. you build a story until it reaches its peak, then you start the first story or second story. alfred hitchhock called this “meanwhile back at the ranch” you build up a story, and then meanwhile back at the ranch. this is something i’ve started incorporating in my videos. it keeps it more engaging. not much more to explain besides that. I make the multiple stories related to each other. when I htink of a recent video I’ve been trying to explain the concept of law of attraction and I start by telling a story about a basketball game i’ve been watching and how the players are moving on the court and they are moving in the position they assigned themselves to, and that’s when I realized what I’m trying to explain in this video and it started another story which is using affirmations and building up that story and at the peak of that story I connected both stories in the way that with affirmations you are assigning a role to yourself, in the same way that basketball players do. you see things that reflect in that role, which is what law of attraction is without the woo woo stuff. and the way i’ve gotten that concept. I think leon’s interview with ed spoke about was this youtuber called every frame of painting. highly recommend that channel. anthony: another part of that story structure with opening cognitive loops that compel the viewer to watch and you close the third story first, then second story, and then finally oyu close teh first story. anytime you can have your character take two narrative arcs. one with an external journey, and simultaneously take an internal journey, overcome the self doubt I have to do this thing. when you take them on these parallel journeys. when you do that you get emotional resonance from your stories. cole: other thing w/ physical health is that we don’t wanna end up in a retirement home I think. everyone should have a mobility routine they are doing every day. this is a metric I heard from tim ferriss which is to get up without using your hands. getting into a deep squat position. other things i’m not an expert on and that’s what I focus on so muhc. I want to be able to touch my toes n stuff like that chris: usher’s physical therapist told me this but one of those japanese style low tables. i’ve got various small cushions from the floor. another hack is to have 5 places I can work from my house. sam: that’s actually pretty comfortable chris: after a while you put your feet together, but half an hour a day is great sam: have you slept on a futon? I used one for 3 years and my wife got pregnant and made me give it up. because she couldn’t get out of it. and I offered to install a rope. it’s nice bc its hard and you can stretch and you turn more often. it’s good for your posture. and you actually feel good. my sleep was better as I tracked it. your spine is straighter on a hard surface and so your breathing is better and your sleep is better. the sex is 100 times better, because of the hard surface. more rigid. there’s no falling into the mattress. chirs: eight sleep is a game changer ed: why do you want to track your sleep? chris: you don’t have to after wearing a wearable for 2 months. you need to learn that being in bed is not being asleep. if you want eight hours you need to be in bed for at least 9. but once you’ve learned that alcohol turns you into a sleep zombie you will stop sam: and you want it to be cold, dark, and you want to be a little bit hungry. and 2 pieces of dark chocolate help me a lot. there’s magnesium. hot chocolate was the best. that is when my hrv got to the hundreds. leon: eight sleep is great, and another product is magtech magnesium, which combines 3 types for sleep and they are third party tested. when i started taking it my sleep immediately got better, and you get crazy dreams. recommend you try it out. for me it was great, essential mineral that most people are deficient in. and there are 16 different types. rian: the other thing I found is gorilla dream from more plates more dates, a full stack which has a tiny bit of melatonin = 1.5mg, it’s a smaller dose than normal. leon: yeah I don’t take melatonin rian: l-theanine, apigenin, super useful sam: melatonin is not a daily thing chris: it can make prepubescent boys stop max: huberman’s pouches are travel packs and they’re great. momentous is great chris: derek’s blood company was great, had a great experience through that. you go to any labcorp, they’ll do the draw, 13 vials of blood, which is a ton, all for the different things. before you get your blood done they will ask about your lifestyle, everything how much you train, then they will match the call to the blood, then go through the numbers, then tell you what to do. then tell you what sort of interventions to do which is pharmaceutical, and they will send you a massive protocol. and take you through it. then they vertically integrated with pharma grade supplies of everything you need. then they will deliver every suppllemtn you need based on that. it’s one stop shop, $500 bucks to get a full panel done. and if you wanna do TRT they have raised my t levels really significantly. get lab also comes to your house to get blood. you can combine those too. max: I did marek too and now I also use kyle gilett which is huberman’s doctor. he was the head doctor at marek and now they are doing his own thing. he’s also available as well he has a concierge package if you want hard core type of thing.
