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0:00on brand. I know you've recently, maybe not recently at this point, uh, in the past year, kind of delved into business content to go deeper, uh, to kind of get more deal flow for acquisition, and provide more value to business owners. Uh, do you believe it was important though to establish some of the other types of content you did originally around uh, fitness, nutrition, etc.? It's so funny because like I've only made I think like three pieces of content in total on fitness and they still have like contributed to the overall like brand makeup. If you think about the brand as like a mosaic [clears throat and cough] with lots of little pieces. Um uh but I do have some pretty updated thoughts on this which is just I see there's there's marketing and there's personal branding and there's an intersection between those things. And so if I only wanted to advertise for the business, then I think that I would be just fine making only content about business.

0:54I also have a personal brand and I want the personal brand to be as accurate a reflection of me as humanly possible. And so my measure for that is like my mental image is like glass, which is that like if there's a glass wall and I'm on the other side and there's a room and there's all this stuff inside, but inside the glass wall is dark. I think about the content as like a flashlight that just focuses on one area of my life. And I want the flashlight basically over time to illuminate the whole room so that if someone were to walk in, they would see everything and they wouldn't be surprised. They'd be like, "This is accurate. this is exactly what I expected and to me that's what you know personal branding done right is that when someone meets me in person I'm exactly as they expected um and of course it's difficult because you can't control even with more volume you can't control the reach so I know that if I make a video about a relationship I'm going to get 10 times the views period if I make a video about fitness I'm going to get five or 10 times the views period because it just affects more people and so I have to be really careful with those pieces of content because even if I make one out of tennis fitness, it'll still look like I have a 50/50 fitness versus business brand because I get 10 times the views even though it's onetenth of my volume. And so I can make very very small percentage of content that will proportionally represent me. And I think this is kind of what the curation of a brand is, which is like trying to kind of manage it like a garden. Some weeds grow faster than others. Not to say that, you know, fitness is a weed or anything like that, but there just some plants that grow faster. And so I have to basically this is the management of of hedging. Okay, you know what? This is underrepresented.

2:28We need to make more of this for a while. And then you kind of survey the landscape and you're like, "Okay, we we can we can drop a little bit of this in even though I know this is miracle grow and it's going to, you know, go grow like crazy." And I want that to be a representation of me. And so if I look at my life just in terms of hours, like whatever, 168 hours a week, it's like I probably spend 10, you know, 10 hours a week, maybe maybe 12 doing fitness stuff out of 168. So it's like, okay, that's that's what should be proportionally represented in the content that I have.

2:56Um, if I, you know, I'm with Ila and we're doing like, you know, rommancy things, if you want to call that, for for, you know, four to eight hours a week, then it's like, cool, then that's that's what I'm spending there. If I work, I don't know, 12 hours a day, the the other day, you know, the other hours of the day, then I want that to represent the vast majority of my content because the vast majority of my life is business. And so, that's kind of how I think about uh curating. It's not like, oh, I have these five content buckets and I have to hit them all. It's just like, who am I? And also, I go through seasons. there probably some seasons where I'll be more, you know, romanceoriented. Uh because Leila and I are going through that season for our relationship and I might like right now I'm in a pretty big fitness swing and so I'm actually working out pretty hard right now and I'm enjoying it a lot and so it wouldn't surprise me if I make a little bit more fitness stuff which I probably plan to. Um but the the reason I also shy away from relationship and and fitness content is that there's no objective reality.

3:47And so like there's no relationship billionaire. The only the only qualifier for a successful marriage is that you are not divorced. That's it. It's all that's it. That's all there is. You're not divorced. And until you're at like, you know, until you're like 80, no one cares. And so it's like, you know, we it's like this is what's working for us. We've been married, you know, 8 years. Use it if it's useful for you, you know. Um, and to the same degree, fitness, because there is quote scientific studies, and I'm putting quotes around this because every every bro under the sun, if you've ever consumed any fitness content, there's like a hundred guys who are armchair PhDs. Um, I just like, you know, I'll be like, this is what's worked for me. And then one guy can pull up one study, another guy can pull up a conflicting study, and it's just like, I don't care. Like, do whatever you want.

4:29Uh, this is again, this is what's worked for me. And so, I try to take it from that perspective, which is how I, not how-to. Um, and if I am going to do a how-to, I'll usually put a caveat of like under these conditions. Like if you're trying to maximize for money, this is what I would do. Not this is how you make more money. It's like, well, it depends on what like what's your goal. >> Yeah. >> Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.