A 51-minute live Q&A where one of the architects behind the biggest names in business content lays out why most personal brands fail — and the two shifts that fix it.
Posted
2 months ago
Duration
Format
Interview
educational
Views
50K
1.7K likes
Big Idea
The argument in one line.
Your personal brand is stuck because you're making content with your competitors in mind rather than your customers, and the escape is pairing customer-problem content with format wrappers borrowed from entirely different niches.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You've been making content for 3+ months and get views but not customers or leads.
You're a consultant, coach, or service business owner who keeps copying the top creators in your niche and still feels generic.
You want to differentiate a personal brand in a saturated space without chasing virality or performing a character that isn't you.
You're wondering whether to go deep on one platform or spread thin across several — and what to do if your audience was built on Shorts.
SKIP IF…
You're in month one of content and just need to build reps — the speaker explicitly tells beginners to do volume first and optimize later.
You're looking for viral playbooks — this is explicitly a trust-and-customer framework, not a reach framework.
You run a product or B2C brand rather than a knowledge- or service-based business.
TL;DR
The full version, fast.
Most creators build content by studying what competitors do and making a slightly different version — which produces a Big Cola, not a Coca-Cola. The fix starts with flipping the creative process: write five painful problems your ideal customer faces, pair each with your unique solution, and make content about those. For the format wrapper — the title, thumbnail, or video structure — pull from completely different niches (gaming, camping, gardening) so you actually stand out. Delivery and on-camera charisma matter far less than credibility: a stranger listens to you because you've done the thing, not because you're entertaining. Build a wrapping paper library of saved content that outperformed channel averages before you need it, and apply it at will.
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Direct-to-camera promise: your brand is suffering because you're copying everyone else.
00:49 – 05:30
02 · The credibility prerequisite
Do epic things so people have a reason to follow you. Contextual credibility: state the specific wins that give you the right to speak.
05:30 – 08:34
03 · The four Cs intro framework
Call out, Credibility, Compass, Core Learning — structure for every YouTube intro. Get to the learning in the first 30 seconds.
08:34 – 13:55
04 · Big Cola vs Coca-Cola
Copying competitors makes you second-best at best. Flip the script: write five painful customer problems + five unique solutions.
13:55 – 16:00
05 · Differentiation two-column exercise
Left column: what competitors do you disagree with. Right column: your exact opposite approach. This is how Caleb designed his first video.
16:00 – 21:33
06 · Wrapping paper library
Pull format wrappers from completely different niches. Packaging formats fatigue faster than content formats. Save only outperformers.
21:33 – 28:56
07 · Delivery, authenticity, and interest stacking
Lean into who you actually are. Inject personal interests to give the audience more ways to connect. The only way to win is to play long.
28:56 – 34:13
08 · Q&A: Protecting passions from content creation
Pair filming with environments you love; control who is behind the camera. Branding is a consistent, intentional pairing of relevant things.
34:13 – 40:29
09 · Education is a byproduct
Optimize for behavior change, not views. Every editing decision should ask: does this make it easier for the audience to know what to do next?
40:29 – 45:25
10 · Q&A: Starting from zero — the accordion method
Pick one primary platform. Start conservative. Expand volume for data, contract when you know what works. Volume before optimization.
45:25 – 47:31
11 · Q&A: Pivoting to a new target audience
Gradual injection over weeks — start with one post in the new direction, not a full pivot. Monitor revenue and key relationships, not views.
47:31 – 50:49
12 · Q&A: Lead magnets and Shorts vs long-form
Give away the blueprint, sell implementation. Solve the pre-problem. Shorts audiences want more Shorts — focus long-form for trust-building.
Atomic Insights
Lines worth screenshotting.
Credibility is the only reason a stranger will listen to you — your career wins, not your follower count.
Stop making content with competitors in mind; make it with customers in mind.
Write five painful problems your ideal customer faces plus your unique solution to each — those are your content ideas.
Copying your niche produces Big Cola: seemingly similar, much lower sales, no loyalty.
Packaging formats fatigue faster than content formats — steal the wrapper from outside your niche, keep your subject matter.
Build a wrapping paper library only from content that outperformed the channel average — not random saves.
Good branding is an intentional, consistent pairing of relevant things — pair filming with an environment you love.
The only way to win the personal branding game is to play it for a long time; so many people are building a prison, not a brand.
Who you are as a human is the number-one differentiator as AI floods the information supply.
Education is a byproduct — if someone didn't change behavior, they weren't educated.
Optimize for solving your audience's problems, not going viral — consumption follows the solving.
The accordion method: expand volume to collect data fast, then contract when you know what resonates.
Transitioning to a new target audience takes gradual injection — one post a week in the new direction, then two, then three.
Give away your most valuable lead magnet for free — sell the implementation, not the blueprint.
Solve the problem that precedes your offer's problem to bring in pre-qualified audiences who will eventually need you.
If your audience was built on Shorts, they want more Shorts — format loyalty is as real as topic loyalty.
30 Thousand hours of Call of Duty in 13 minutes did not start in the business niche — and that format is now everywhere in business.
Takeaway
Make content for your customer, not your competitor.
WHAT TO LEARN
The most common reason a personal brand stalls is that it was built by watching competitors instead of listening to customers — and fixing that requires two concrete shifts, not just mindset.
02The credibility prerequisite
Before creating any content, write five specific painful problems your ideal customer faces and pair each with your unique solution — these pairs are your content ideas, not trends or competitor topics.
Credibility is the currency that makes strangers listen: state the specific career wins that give you the right to speak on a subject, not just that you're knowledgeable.
03The four Cs intro framework
Your intro framework should deliver the first piece of value in the opening 30 seconds — education deferred is attention lost.
04Big Cola vs Coca-Cola
Before creating any content, write five specific painful problems your ideal customer faces and pair each with your unique solution.
06Wrapping paper library
To stand out, borrow format wrappers from niches completely different from yours, then apply your subject matter on top.
Build a wrapping paper library: save content that outperformed a creator's channel average so you have proven formats to pull from before you need them.
07Delivery, authenticity, and interest stacking
Pairing filming sessions with things you genuinely love changes your relationship with content creation and shows up on camera.
09Education is a byproduct
Education is a byproduct, not a category: if the viewer didn't change behavior after watching, they weren't educated. Every edit and outline decision should ask whether it makes the required action clearer.
10Q&A: Starting from zero
When starting a new platform, temporarily expand output volume to collect data on what resonates, then contract back to sustainable quality.
11Q&A: Pivoting to a new target audience
Transitioning to a new target audience takes weeks of gradual injection monitored by revenue impact rather than view counts.
12Q&A: Lead magnets and Shorts vs long-form
Give away your most valuable lead magnet for free; sell the implementation, not the blueprint. Alternatively, solve the problem that precedes your offer's problem to attract the right pre-qualified audience.
Glossary
Terms worth knowing.
Contextual credibility
Stating not just that you know something but the specific career context that proves it — e.g. 'I've spent $X on Meta ads over 10 years' rather than 'I know marketing.'
Wrapping paper library
A curated collection of saved content from outside your niche that outperformed that creator's channel average, used as format inspiration rather than topic inspiration.
Packaging formats
The title and thumbnail structure of a YouTube video — the outer shell that determines whether someone clicks. Distinct from content format (how the information is structured inside).
Content formats
The internal structure of a video — how the creator sequences and delivers information. These fatigue more slowly than packaging formats.
Accordion method
A volume strategy for new creators: expand output sharply to collect data on what resonates, then contract back to sustainable quality once patterns emerge.
Pre-problem strategy
Making content about the problem that precedes your offer's problem — which attracts the audience that is one step away from needing you, rather than competing for the audience already familiar with your category.
“Your personal brand is suffering because you're copying the same playbook as everyone else.”
hook-ready, no setup needed, states a provocation in one sentence→ TikTok hook↗ Tweet quote
07:40
“We start with our competitors in mind, not our customers. And it makes no sense to me. And when I say it out loud, you're like, yeah, duh, obvious. But we're all doing this.”
self-aware call-out that hits the guilty feeling instantly→ IG reel cold open↗ Tweet quote
16:00
“Packaging formats fatigue faster than content formats.”
one-line insight that changes how you think about content strategy→ newsletter pull-quote↗ Tweet quote
21:33
“So many people aren't building a personal brand, they're building a prison.”
“Education is a byproduct. No action taken means no education.”
reframe that sticks, usable standalone→ newsletter pull-quote↗ Tweet quote
37:47
“I don't optimize for going viral. I optimize for solving your problems. And by doing that, you're more likely to want to consume my content in the future.”
00:49 – 08:34denseCredibility as the prerequisite for audience trust
08:34 – 13:55denseCustomer-first vs competitor-first content creation
13:55 – 21:33denseDifferentiation and wrapping paper library
21:33 – 28:56steadyAuthentic delivery and interest stacking
28:56 – 34:13steadyFilm environment and content enjoyment
34:13 – 40:29denseBehavior change as the goal of educational content
40:29 – 50:49steadyStarting and scaling a content operation
The Script
Word for word.
Read-along
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See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
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metaphoranalogy
00:00In case no one told you your personal brand is suffering because you're copying the same playbook as everyone else. In the past seventeen years, I have helped build some of the biggest personal brands within the business creator space. And in this podcast, I'm gonna talk to you about how you can stand out and look different than everybody else in your space.
00:17How you can make content in a way that you actually enjoy that gets who you are as a human into it. And thirdly, how you can make content that actually attracts customers not just viewers. I actually have something that I wanna hit that I think is a little interesting and not really talked about much, which is that I believe the potential of your personal brand is actually predicated on the success or lack of success you've had in your career or life.
00:47And so the point being, we need to do epic shit so that people want to follow and actually listen to what we have to say. I think so many people are trying to force a personal brand in, you know, Instagram, YouTube, whatever, and they're wondering why people aren't listening to them.
01:05And it's because maybe we haven't done the thing that the people who should be following us want to do.
01:13And so I believe that there needs to be a a focus on doing epic shit. Right? Like, you mentioned some people that I've worked for in the past.
01:21I believe that is a big reason why we have had the success in building my personal brand the way that we have in the first year. Like, the fact that we have almost 90,000 subscribers on YouTube within the first year or 53,000 people on our email list.
01:36This comes from the fact that I have the credibility in my background and then I continue to do epic shit. We released a six and a half hour free course.
01:46I don't know if any wild characters in here have seen that, but we put out a free six and a half hour course on YouTube in I think month three or four of making content. And the number one thing that I get asked on almost every podcast is about that course, that crazy thing that we did.
02:04Right? The majority of the industry is selling that behind a paywall. We put it out for free completely for anybody to consume on YouTube.
02:11And then that thing generated 53,000 leads. Yeah.
02:13It's crazy. I mean, it's still cranking today. Like, right now, if we looked at it, I think Trevor and I noticed in the last forty eight hours, it still has gotten 3,600 views.
02:22Like, it's almost a year old now, and it's still just cranking for us. Now I know the skeptic in the room or watching or listening online is gonna be like, well, Neil or Caleb, I haven't done epic things. I've only been
02:35in real estate for ten years. I've only been in finance for this many years. What I think a lot of people need to recognize is maybe you're trying to compete with the top dog in your space and you're trying to exist in a pond that is just a little too big for you right now.
02:50And so I think a lot of people need to recognize the level that they're at and understand that that is where your personal brand can go. And so I believe that a lot of people because the number one question people are asking with educational content is why would I listen to you?
03:05Right? Like, why would I trust what you have to say about the subject matter? And your credibility, the success, the wins that you've had in your career are the thing that is going to cause them to trust what you have to say.
03:19And so the point is that you need to, one, we need to always be getting better results and doing more epic shit. But two, you need to be sharing with your audience the things that you have done in your career that give you credibility to speak to that specific subject matter.
03:34We talk a lot about this. It's called contextual credibility. Right?
03:38If you make a video on marketing, right, I would love to hear your credibility statement be something more around the amount of money that you spent on advertising over the last ten years on Meta or something of that nature. And so we just believe that credibility
03:54and really honing in on what your credibility is is incredibly important because this is the number one thing that is gonna cause people who have no idea who the hell you are to actually listen to what you have to say. This is one of the things you talk about is answering that question, why should I watch or why should I listen?
04:10And so this is big on YouTube. It's just one line, just a tactical. Should I put that in the beginning of every video?
04:18an intro framework that we utilize. It's called the four Cs. You have your call out, your credibility, your compass, and your core learning.
04:26And Neil was hitting on this earlier, which is really important. Actually completely off script, but it's really important to hit.
04:33Your intro is insanely important. And more than ever before, you need to get to the learning.
04:40To your point, so many people are doing these bullshit montages in the beginning that nobody gives a shit about. If you make educational content, the one thing that people are looking to do is learn. And so if you give them a learning in the opening thirty seconds, you get right to the action, that indicates to them that they are going to continue to learn.
05:01And so they're more likely to consume it. Uh, but credibility, yeah, we typically like to put that. Sometimes you can even just get away, if we're talking a YouTube video, with it in the packaging.
05:11But ultimately, you want to be providing the reason why the random person who clicked on your video is going to actually listen to what you have to say. And so you need to show them the background that you have, the chops that you have, the wins that you've had that give you the information, the knowledge, the experience to be able to speak on that subject matter.
05:29Do you have a framework or something you could teach on how to fix a personal brand? Because I feel like a lot of people are just stuck right there. Well, I think one thing that we have a real problem with right now online is everyone looking the same, and nobody really standing out.
05:46And I'm sure a lot of you probably feel like, man, my shit is not popping. It's not standing out. I look like the person to my right and my left.
05:53I I think of it kinda like, I I love, uh, Coca Cola. I'm a big Coca Cola fan.
05:59I've been this way since I was a kid. Now, I've transitioned to Coke Zero, but I really like Coca Cola. And if you go into your local grocery store, there's typically an off brand or grocery brand version of it.
06:10Right? I grew up near an Albertsons, and so their version was Big Cola with a k, I believe.
06:17And, uh, if you look at it, right, it's seemingly very similar to Coca Cola. Uh, it costs a little bit less, and sales are dramatically though heavy on Coca Cola.
06:28Everyone wants Coca Cola. No one wants Big Cola. Unfortunately, I think the majority of you guys and everyone making content is acting like Big Cola, not Coca Cola.
06:40You're listening to the individuals online who are telling you to just go find the top 20 videos in your niche, rip the transcript, and then rerecord it exactly for yourself.
06:52And I get why people preach this. This is a very good way to get started. Right?
06:57It's kinda like learning how to ride a bicycle with training wheels. We gotta start with the training wheels. Right?
07:03I learned to ride a bike, think, in, like, kindergarten or first grade. If I was still riding my bicycle with training wheels right now, it'd be a little weird.
07:11That'd be super weird. It'd be super very strange. Yeah.
07:14And I'm a little big. So me on a bicycle is a little hilarious anyways. But I really believe that so many of us, we make this very strange mistake.
07:23When we start to make content and when we're building our personal brand, we start with our competitors in mind, not our customers. And it makes no sense to me. And when I say it out loud, you're like, yeah, duh, obvious.
07:35But we're all doing this. And what I want people to flip the script on is I want you instead of starting with your competitor in mind when you're making content, I want you to start with your customer. I'm gonna give you actually an exercise that I'd love for you to do within, you know, an hour of this ending.
07:51Before you get on the plane, before you go home, I want you to write out five problems, five painful problems that your ideal customer faces.
08:01Okay? And then with those five painful problems, I want you to pair each one with your unique solution.
08:10These are your content ideas. This is what you're gonna make content about. I wanna be very clear.
08:16I'm not the guy that's gonna teach you how to get millions of views and go viral. This is not the recipe for going viral. This is the recipe for actually getting customers and getting people to trust you.
08:29I believe that trust is purely a measure that people believe that you are going to meet or exceed expectations based on what you've done in the past.
08:37So the way you build trust with your customer and your base is you set the expectation of a problem that they face, and then you give them your unique solution and make it easier for them to solve that problem. And if you do that over and over again, guess what?
08:52They are going to believe that you are going to solve their problems in the future. So when you make them aware of an offer that you have, they have a higher belief that your offer is going to be worth it for them.
09:03They're going to get a better return on their investment. Okay? And so I really think it's a big thing right now.
09:10I understand. But for anyone who has been doing that for more than two months, you need a transition. You need to start thinking about the customer first, not your competitor.
09:19And then okay. So now you're thinking about this. You've got problems that they face, how you solve them, and you said the word in there unique.
09:29but maybe we have a unique take on them. Yes. So how Thank you.
09:33Okay. We have a lot of people who are offering similar solutions. We have similar products and services.
09:38How do we stand out from the guy or gal sitting two chairs down?
09:42Yeah. I think this comes down to even just your silly little quirks and isms and how you operate, right?
09:49So I think there's the human element. But I think all of us, even if we're doing the exact same things, we go about it slightly differently. Right?
09:56You're hilariously funny. But this was something we were talking about, like, a while ago. Like, your approach and the way that you make content is you inject a lot of humor into it.
10:05What I want you to do, another exercise for you, is if you feel like, okay, there's no way for me to differentiate between me and Sally or me and Sarah. Well, there's a little simple exercise that I want you to do.
10:17You draw a line down a piece of paper, and you're gonna have two columns. Okay?
10:22A left and a right side. On the left side, I want you to write out everything that your competitors, everyone else in the space, that they do or say that you would like to do differently or you disagree with.
10:37Right? Maybe it's not what they're saying, but it's the actions they take. Right?
10:42Maybe, you know, if you're meeting with a client, for example, you know what kind of beverage they love and the snack they prefer. And so every time you meet with them, you show up with the beverage and snack.
10:53That's my favorite go to. Right? All of these tiny little details.
10:56On the left side, you're gonna write out what they do that you disagree with or would do differently. And then on the right side, all you're going to do is write out the exact opposite, your approach, what you're going to do with this.
11:08Something that I like to use as an example is, like, agencies. Right? A lot of, like, editing agencies, they are notoriously horrible with communication, and they're wildly slow.
11:19And so on the left side, I would say slow with communication. And on the right side, I would put we respond within one hour every time or something of that nature. If you do this, this is the way that you can stand out.
11:32This is exactly what I did when I first started making content. I posted my first video 02/28/2025. And the first thing that you'll notice, if you look at my YouTube channel, it's the video that's like sixteen years of building brands to 30,000,000 plus followers.
11:47There's no crazy shit going on with the thumbnail. It's very simple.
11:51I don't have photos of people that I've worked with that I'm leveraging in the thumbnail. These were all very intentional decisions. Why?
11:59Because I looked at what the majority of the industry was doing, and I wanted to do the opposite. And by doing that, you stand out so much more. Right.
12:07I think everybody on YouTube, even on Instagram, is like, Yeah. I saw this this concept did well for Caleb.
12:13Maybe I could make my version of that. And that's what you talked about in the beginning where people do get lost. So what do you have to say about that?
12:18Because it is a tried and true principle. And I'm seeing this all the way up to the top personal brands. I'll see a video come out from a Dan Martell, and then I'll see that same packaging on, like, 17 other videos over the next month, which kind of sucks.
12:36The For them, maybe. I don't know. I think it works to a certain degree.
12:39I think there's a difference between having attention and having a brand where people actually give a shit. So if you are no longer being served in the algorithm, the people that are just getting attention, they fade.
12:51They disappear. The people who build a strong brand, once my content stops being served to you for whatever reason, hopefully, I've built enough trust with you that you're searching my name out to consume more of my shit.
13:04And so I think in the short term, it works really well because you get all this attention. But I don't think you build a brand that is actually distinguishable from other individuals in your space.
13:16You just are at most second best. And I love validated content. I just want you to look outside your niche.
13:23That's all. Right? What what a lot of people don't talk about is these top personal brands, the top top ones, that's what they're doing.
13:32They're creating these new formats or new formats. They're formats from gardening YouTube or from tech review channels or from camping channels. That is the way that you want to do this.
13:43You wanna look at what is working really well in other niches, and then you want to layer on top your opinion, your subject matter, so that you're able to actually stand out and not look like every other person. It's just something stale, and you apply new life to something stale.
13:59So if some of the content ideas in this room are stale, we can apply new life from something else. You know that trend of like fifteen years of marketing and advice in fifteen minutes? That didn't start in the business world.
14:10That started in the video game niche. Okay? What thirty thousand one hundred and twenty three hours of Call of Duty gameplay looks like in thirteen minutes.
14:21I'm telling you, this is what you need to be doing. If you are going to just keep regurgitating what everybody else is doing, you are not going to stand out.
14:31You know that little save button on Instagram? I want you guys to create a new folder, call it your wrapping paper library or whatever you wanna call it.
14:42And any time you see a video that, one, caught your attention, you started consuming it.
14:50Any time you see a carousel that you suddenly realize, holy shit, I'm on the third slide, and I've been reading this for the last, know, sixty seconds. Any time that you have one of those, I want you to save it into that folder. Now preferably, it's not from somebody else in your niche.
15:07It's from something else, which means a lot of you are gonna need to reset your algorithm or set up another account entirely.
15:17I sometimes go as crazy as to get a new phone and set up an account on that phone. Like, now I wanna teach something on what's happening in the market, the biggest opportunity in Las Vegas right now, And I can look at those wraps, see if my I could apply this wrapping paper to my content. Is that the strategy?
15:31A 100%. Same thing works for LinkedIn, literally any platform anywhere.
15:36But what you want to be looking at is two things. So I'm gonna share it with YouTube, then I'll translate it to Instagram. On YouTube, we believe that there are actually two different formats that you're looking at.
15:45There's packaging formats, and then there's content formats. Packaging is your title and thumbnail, and the content format is the structure that you share the information in.
15:57Okay? We believe that packaging formats fatigue faster than content formats.
16:07Now, let me translate it to Instagram. Uh, it's basically the same thing, but you have your hook structure or hook formats, and then you have your content formats, how you're going to go about the structure of the short.
16:21I want you guys to be saving things based on either one of those two things. Either you loved the hook and you want to save that so that you can utilize it later, or you loved the structure, how they flowed through the information, and you want to come back and recycle or redo that in your content.
16:41Those are the two things that you're looking for. The same thing real quick, I'll just hit on with LinkedIn. It's the same exact thing.
16:47You just screenshot. A buddy of mine, Sanon, he has probably an iPhoto album of 800 to a thousand screenshots of top performing LinkedIn posts.
16:59And I'm fortunate enough that he added me to the to the album. And so whenever we go to write a LinkedIn post, I know back to what we talked about earlier, my concept. What is my concept?
17:10It's a problem, a painful problem that my customer faces plus my unique solution. I call that a gift. That's why I use the wrapping term because it's a gift that I'm giving my audience, so I wanna wrap it correctly.
17:22Then I look at all the screenshots and I see what structure do I like the most to convey this information.
17:30And so it just all it is, every single platform, you need to be saving. Now, here's the key. Uh, what a lot of people might do is just start screenshotting or saving random things.
17:41The better version of this is you actually are only taking note of things that outperformed the average. Okay?
17:50There's tools out there that you can utilize to do this. Um, but usually, I'm scrolling through and see a random creator on my phone. And so all I wanna do is I'm just gonna go onto their page, look at their last 15 posts.
18:03And if their average is a thousand likes and the one that caught my attention got 2,500, cool. I'm gonna screenshot it.
18:10That's a 2.5 x outlier. I'm going to want to utilize that in the future. And there's a tool.
18:16You guys can use this. It's one of 10. There's a lot of tools.
18:19There's VueStats. That's MrBeast's tool. All they are is they're basically they're showing you very easily, hey, this is how much this performed above or below the average for the channel.
18:33So you know there's something there because it did better than average, which means if you do it, it has a higher likelihood of doing better than average for you. Just taking something from outside the niche.
18:45Same packaging Yes. Different content. Start getting upset.
18:48And like what what Trevor and I do, Trevor, the mysterious man who I'm mentioning, he's walking around over here. He's my content director. We spend probably, it's usually a little bit more than this, but let's just be conservative here an hour every single week scrolling through one of 10, not when we need a video, not when we need packaging.
19:07We just scroll through to see what catches our attention. We screenshot it, and we save it. We use like a Notion board.
19:14It's very simple, drag and drop. It's very, very basic. But we are just grabbing this when it catches our attention, not when we need it.
19:23So we're developing it's why I call it the wrapping paper library. We're developing this wrapping paper library, so when we do have a video, that we do know what the problem and solution are, we then look at what rapper is going to wrap this best to make it most appealing to my audience.
19:39But what do you say to the person who's maybe not gifted on camera when they're talking? You know, they they speak in a way where is there certain strategies or tactics you would advise that?
19:48Because I know you help entrepreneurs all the time with the content. You know, I have an interesting take. One, I think the thing that causes people to be magnetic towards you and and want to listen to you the most is the shit you've done in the past.
20:00It's what I said at the top. It's the credibility that you have. All these characters that you're mentioning, I guarantee they did something fucking big in their past, right, or recently.
20:08So that's one big one. I just realized I didn't ask you. Can we can we say the f word?
20:15Roel asked if he could curse 17 curses in. Yes. You're you're allowed.
20:20The the other thing that I I do think about is I think so many people think that delivery is creating this caricature.
20:30Right? It's it's putting on a performance. And again, I'm not the guy that's gonna teach you how to go viral.
20:37I'm the guy that's teaching you how to build real trust with your customer base. I think if you try to put on all these tactics of how to communicate, you're less likely to stick with it.
20:49So I actually encourage people to figure out who you are, who you truly are, and how you communicate. And proper delivery is just removing all the things that keep you from showing up that way.
21:02I truly believe more than ever before, who you are as a human is the number one reason why you're going to stand out more and more as we go further into all the AI generated content. Right? Everyone's talking about building a personal brand.
21:14More and more people are gonna be making content online. The information is the interchangeable commodity, But the thing that actually makes somebody stick with you is you, the human. And so if you are monotone, maybe you're not going to have as big of an audience.
21:28But I would encourage you, be that, because it's the thing that you're going to actually stick with. The only way you win the game of personal branding is if you actually play the game for a long time. And so many people, I believe, aren't building a personal brand, they're building a prison.
21:42They're becoming a prisoner to this thing that they, this character that they've made online talking about things they don't care about, trying to be charismatic in a way that they normally aren't in everyday life and they hate it. Like, I'm sure some of you probably see a content day on your calendar and get a pit of anxiety or stress.
22:01You're like, ugh. Right? I have met with thousands of people who are tired of what they have built.
22:08And so I I think there's little tactics that you can get to improve your delivery. But the number one thing that I encourage people to do is lean in fully to who you actually are. I am a nervous kind of anxious character.
22:21And I bring that out in my content. I call it out all the time.
22:26Right? Like, I will always address that. And I make sure that I share that because what a lot of people would think is that's gonna make people listen to me less.
22:35And sure, some people maybe, but the people who relate to me who are also like, yeah, I too am anxious about being in front of the camera. That sounds awful. They actually double down.
22:45They get closer with me. They're more attached to my brand, not less. If you hate making content or you're anxious about doing it, would you actually say that in the in the video?
22:54The way that I usually do is I try to inject it organically. So maybe my first point is around, you know, there's actually a video on my YouTube channel. It's called if you struggle with making content, please watch this.
23:03I would recommend if you struggle with watching content, please watch it. It is really, I think very useful. But in that video, one of my points is, you know, overcoming the fear of showing up on camera.
23:14And I immediately call out the fact that like, I'm terrified. Trevor is filming me at a Chevron gas station right now. I filmed it out in the wild in the real world.
23:23And I'm literally like thanking the clerk as I'm buying a Red Bull and then turning to the line or to the camera and delivering a line. And my line is like talking about how scared I am doing this. Right?
23:35And so I believe that, like, you could do it very on the nose. You can also have it be a little bit more integrated into your outline or whatever. But I like calling those things out.
23:48I believe that the best way to build proximity to get closer with your audience is to give them more at bats to connect with you. There's a a podcaster out there that people either love or hate, but he's huge, Joe Rogan.
24:02And he has done an incredible job about talking about so many different subject matters, so he gives his audience so many different ways to connect with him. Right?
24:11If you like MMA, if you like politics, if you like conspiracy theories, if you like human optimization, you're probably gonna like what he has to say. If you like all of those, you're probably a super freak fan.
24:22Right? You care about anything that he has to say. And so a big thing that I'm always trying to do is bring out the little personal details of myself, my interests, my fears, my values, my preferences, so that the audience can connect with those things.
24:37Anyone who is anxious making content, hearing me talk about that, they're gonna relate to me more. If they then hear me talk about how obsessed I am with my three Harley Davidsons or the fact that I love to go to hardcore shows and get punched in the face, If they're into those things, they really fuck with me after that.
24:53Right? And so it's just it's stacking values and interests so that your audience has more ability to get closer. It makes the content interesting also for the viewer, but here's what I would argue is the more important point.
25:05I believe branding is just simply a pairing of things, and good branding is an intentional pairing of relevant things consistently. So many of us are branding content creation in a negative way because we film it in an environment that we hate.
25:23We have a videographer behind the camera that we don't like, that makes us frustrated, that makes us feel self conscious, that doesn't make us feel like what we're saying is actually good. And so by filming on the golf course, or for me, that video I just mentioned, I'm riding my Harley Davidson during the video.
25:39I loved making that video. You're pairing content creation with something you love.
25:46And if you do that consistently, the byproduct is a brand. The association of content creation changes.
25:53You suddenly start to enjoy it. So we need to pair things with our interests. Yeah.
25:58Like, I I am really crazy with this one. Like, this is what I optimize. Like, everybody that I've worked for, every client that we work with, this is what I actually optimize almost more than brand positioning is number one, I'd say this, and then content strategy is number three, is the film environment.
26:15Like, we make sure that this is an environment that you get energy from, not drained. We make sure that the person running the camera, you actually really like.
26:24A great example of this is Wednesday this last week. I had an insane day. I had back to backs all freaking day starting at 8AM all the way until the end of the day.
26:32And then Trevor and I were gonna go film a video afterwards, which was insane. And I could tell he was nervous, yo, are you gonna have enough energy by the end of the day? And I told him, I was like, dude, that's the thing that's pulling me through the day.
26:43I love filming with Trevor, with Trevor specifically. Not just filming videos, but I love filming with Trevor.
26:49I love just shooting the shit with him, just talking for fun. And because of that, when I see a film session on the calendar, I don't get anxious or stressed, I get stoked. I'm building the brand of filming.
27:01We bring my favorite beverages and snacks on set every time. It sounds silly, but it is wildly useful.
27:09I've done this for every single person that I have filmed with, and it has changed the game in how they look at film sessions. They start to look forward to it.
27:19There you go. I wanna get into a few things with interests.
27:22I have found, and you could tell me your opinion on this, that most people have interests, obviously. They're not just a one dimensional person, and they're hiding the thing that would honestly connect them with the most people. 100%.
27:34Or the music you like, the books that you like to read. You know, if you're reading those trendy smut books or whatever and you wanna bring those into your content.
27:44What what hold on a second. What's a smut book? I'm not gonna describe it.
27:46I'm gonna let you guys look it up. You gotta listen to Alex Cooper talk about it. Oh, dang, bro.
27:50How many in the room have a question or something about your specific content strategy that you want Caleb to to answer? We can do it live right now. That'd be cool for for q and a.
28:00We can get into it. We'll go with Aaron first over here. So talking about filming in your environment that you like, how do you keep
28:07that from draining what you love? Great question. Great question.
28:12Not overdoing it. So I am fortunate, and I think a lot of people in here have multiple environments that they enjoy.
28:22I love being out in nature. I also am one of those weird characters who gets wildly excited by cool air b n d's. And so I'm constantly like, if you go to my YouTube channel, you'll see that we're always in a different setting.
28:36It won't always be that way, but I'm in my first now entering my second year of making content. So I'm optimizing for actually sticking with this, not for anything other than that.
28:46Like, my main goal is just to keep doing it. And so I'm constantly booking cool new Airbnb's in new locations because I know that that's something that I enjoy.
28:54And so I think there's that part. You're booking
29:01Or like Yeah. To work and to feed. For most people, they would do batching.
29:05We're psychotic, and we do a lot of three hour, four hour, five hour, six hour long videos on YouTube. So it's batching but for one video.
29:12But, yes, to that point Essentially, concept. Yeah. 100%.
29:15Yeah. Exactly. So that's something where I know myself and I know what I get out of that.
29:20Right? What I would say is, to Neil's point earlier, you don't always have to be skateboarding. You can have the elements in the background.
29:28You can mention them. Right? You can figure out, I don't know skateboarding very well, but I know there's wheels, trucks, and other things like that.
29:34Maybe you can use it as an analogy. Right? I'm always trying to inject these things.
29:39The majority of my videos, you don't see a Harley in the background. I'm not wearing a Harley shirt, but I almost always somehow figure a way to mention it.
29:47Right? And so that's the way that I'm trying to get my interest in. Great question.
29:50Thank you. Who had another question over here? So you say to package
29:53your content with something that you love, but what about package it with something that you're maybe doing a journey of, like, a seventy five day hard or
30:03training for a marathon or something like that? Do you think that would still work the same? I love doing it.
30:10Here's the key. I think a lot of people, and actually, I'm so glad that you said this so I can clarify, a lot of people may hear what we're talking about here and think they need to make an entire piece of content on their interest. The big thing that we're talking about here is injecting the interest into the content.
30:25So I have a ratio that I talk about that I think a lot of you should do. 75 of your content should be niche wide, 20% should be niche, and then 5% is going to be personal content.
30:39But it's not that 5% needs to be a solo piece about it. It's just that you're injecting it. So for example, whatever you're teaching or educating your audience on, I think that absolutely could happen vlog style, Casey Neistat style throughout your day as you do 75 hard.
30:57If you guys study Casey Neistat, if any of you do like vlog style content, I really recommend looking at Casey through this lens. What a lot of people don't realize is Casey is communicating one core message throughout his whole video.
31:13But it takes place when he's in his office, then he goes for a run, then he's at a meeting, then he's, you know, in the back of a cab or something like that. Right? Traditional vlogging would just have all of those be their own moments.
31:24But the best version is taking the one core message or problem that you're helping people solve and carrying that throughout your day. And if 75 hard is something you're doing, then when you're going rucking or whatever, you could be having a a, you know, an Osmo camera and do a selfie moment like that.
31:40That could be something very interesting. I love things like that. People had the question before.
31:46Should you niche down and only talk about this?
31:48Or, you know, there's other people like, you are the niche. You should be whatever you wanna be. And then like, it turns into a variety show sometimes.
31:55I think the majority of hardcore black and white advice is wrong because all of this has so much more nuance to it. So I believe that you want to be making really deep content. So 75 I said it wrong earlier.
32:08Sorry. Rewrite it. 75% of your content should be deep content.
32:1320% should be niche wide. 5% should be personal. Niche wide is it's going to service my ideal customer and customer adjacent individuals.
32:22Let me give you an example. The content the video that I mentioned earlier, if you struggle with making content, please watch this. That is a niche wide video.
32:31All of my ideal customers struggle with this. I'm talking like the big dog CEOs that are making the big videos that are getting millions of views, they struggle with making content.
32:42And so the video serves them, but it also serves a much wider person in my niche.
32:49It also serves the dad and mom who are posting photos for their friends of their family, and they're afraid about that. And so it's clearly going to serve my ideal customer, but it also serves more people within that niche that maybe aren't going to be customers right now, but I want them in my world for when they will be.
33:06Does that make sense? It was a great question. Thank you.
33:09Who had another question over here? If we're making, like, say my YouTube channel is for buyers and sellers in, like, Toronto, then am I making like a vlog style of like coming to the forward event where maybe that would be more agent centric focus? Like, does it need to be niche towards like That is a great question.
33:28So many people make content that attracts more of the people doing what they do, not your customers. And so again, it comes back to always thinking through what are the problems that they are facing, and how do I help them solve it. Like, I will just keep repeating that until the day I die.
33:44That's all we do when we make content is literally thinking, what are the problems that you guys are facing with your brand positioning, with your content strategy, with your media team? And then how do we make it as easy as possible to solve? It it I'll give you guys a little golden nugget here, but this is very heady.
34:01So please walk with me here and then ask me follow-up questions on this. Um, I make educational content.
34:08It's a statement that a lot of people make. But the reality is education is a byproduct, okay?
34:15Education means behavior change. They took action. So what we're actually saying is we make content with the goal of behavior change.
34:26I make a video that for Neil might be educational, and for Sarah might be entertainment, because Neil did something different afterwards and Sarah didn't.
34:36Does that make sense? And so if you know this to be true, it tells you what to do in your content. All you need to do, literally the only thing that you need to optimize for is making it as easy as possible for your audience to understand the actions they need to take to solve the problem, which means that half of the bullshit graphics that you guys are doing or seeing in YouTube videos makes it harder because it actually distracts the audience from knowing what they need to do.
35:06Okay? And so every decision you make in your outlining, in your filming, and your editing, whether it's a short or a YouTube video, needs to be, does this make it easier for the audience to understand what they need to change afterwards in their thinking or their actions.
35:24If you do that, you will make content that is actually useful, that actually helps people, not just makes you sound smart, but actually people real results.
35:35It's like Phil Jackson's philosophy with the Chicago Bulls and LA Lakers. They did not optimize for winning, they optimized for brotherhood, and if you have true brotherhood on a team, winning takes care of itself.
35:48I don't optimize for going viral. I optimize for solving your problems. And by doing that, you're more likely to want to consume my content in the future.
35:58you're working with the client. They have some ideas. They have knowledge to share.
36:02They don't understand packaging at all. They're a thought leader in their industry. And they come to you, Caleb, and they say, help me, bro.
36:07What do I do? What is, like, your process that you take that client through? Because I know it's a lot a big, long question, but, how does that person start?
36:15Yeah. Well, to be clear, that's never really the case with our clients because I'm
36:20I'm very self aware, and I know I'm not a fire starter. I'm gasoline on a fire. If even if you bring me a little lighter, I just need a little flame, and then I can get it going.
36:29So I rarely take people from zero to one. It's usually like the Maybe they they posting content, but they're not getting results, essentially. And that's why they came to you.
36:37Well, if they're starting from zero and they're literally beginning, I'm actually not gonna try to optimize anything other than them showing up. I'm gonna do what I did with myself. Right?
36:46What I did in the first year is we did not have any single number in mind for views or subscribers. Like, in the back of my head when we put the course out, I was like, god, if we get 10,000 views on this in two or three years, I will be like ecstatic. It has 850,000 plus views right now on YouTube.
37:07It's crazy. It's insane. I never could have imagined.
37:10And so I think so many people are they're they're like getting into it's like getting into lifting. Right?
37:16I don't know if you guys know who Chris Bumstead is, but he was I think he's won the mister Olympia, like, six or seven times. It's like crazy. He's jacked out of his mind.
37:24And if I go into the gym tomorrow and I try to do Chris's routine, I'm going to break every limb imaginable. Right?
37:31And I think so many people who get into content look at the top dogs, the people I've worked for, other amazing individuals, and they try to replicate what they have done.
37:41And that is a losing formula. And so I would encourage you pick one primary platform that you're going to focus on. Okay?
37:49This is your main platform. For us, it was YouTube. I just wanted to build an insane amount of trust with you all, and I believe that trust is, uh, expedited by the amount of problems that I can help you solve in a short amount of time.
38:01And so I'm trying to do that. Instagram was going to be our second, and LinkedIn was going to be our third. Very quickly, and this is coming from the guy who has, you know, been on the teams and led the teams that are the highest volume out there.
38:15And I told Trevor, was like, we're not going for volume at all. We're gonna do one YouTube video a month, and we're gonna try to get an Instagram post and a LinkedIn post out a week, and that's it. And I was like wanting to put all of my effort into the pieces of content.
38:29The point being, I picked a number that felt realistic, stuck with it, and the moment that I had capacity to increase it, we're increasing it.
38:38We're gonna double our output on YouTube this year. And guess what we'll do in the next year? We'll probably double it from there.
38:43The biggest thing that so many people get hung up on is they think that they need to start at the volume that they aspire to be at from day one. It doesn't matter where you start as long as you every month, every two months, every three months, whatever your cadence is, are increasing the amount that you do. So I think that's a big one.
38:59I also would say that in the beginning, you wanna do a lot of volume. Contrary to what I just said, you should do volume. This is a moment where it's like, you know, listen to what say, not what I do.
39:08I've been making content for other people. It had been sixteen years when I started making my own content. So I understood this.
39:17I had met in just 2024 alone over a thousand business owners that were asking me questions and sharing their problems. I knew what I needed to make. But a lot of you don't know what you need to make.
39:27And so you need to utilize what I call the accordion method. You need to use the expansion phase where you do way more volume. Like an accordion.
39:35An accordion. Right? And so you're gonna expand it, do more volume, not to show up everywhere and bug all your friends on Instagram, but to get data.
39:45You need data on what your audience wants more of. So if you post more, you're gonna get that data quicker. Right?
39:52And in the beginning, what this looks like is every video averages a 103 views, and then one video gets 417. And that's your data that your audience wants more of that one.
40:04And that's what you have to go off of in the beginning. And then over time, you can start to add in all the optimization. But I like, whenever I meet with somebody, I am telling them, like, keep it as simple as possible.
40:17It's just like fitness. If you try and track every macro calorie and you do all the crazy workouts and you do the red lights on it and all this shit, it's just overwhelming.
40:26It's like, let's just get the habit of going into the gym first. Yeah. We did a once a month, then biweekly, and then now we're on weekly.
40:34That's incredible. I'm I'm gonna try to catch, but it's gonna be while. Weekly So hard.
40:39I would rather see someone continue to show up fifty two weeks a year than come go hard for two months, then we never see him again, which is what happens normally. That's the majority. Yeah.
40:47Yeah. Or or you build something and eighteen months, twenty four months later, you're like, what the hell have we been doing? I like, don't even know if this is working or not.
40:56We'll do another question. Who had a question? I think Jordan had one in the back and then Kaplan, and then we'll
41:01rewrap. I appreciate everything that you're saying. This has been wonderful.
41:06I've been creating content for about four and a half years now. So I'm very I love my brand. I love what I've built.
41:12And I do mortgages, so it's a lot of, like, first time home buyers and knowledge and, like, pouring into this community and giving financial literacy. But where I'm at right now is, I would say my business, probably 80% of my business comes from social media, which I love.
41:29It's that's wonderful. But I'm at this place where I really wanna start targeting agents, and I and I post on TikTok and I post on Instagram.
41:40That's pretty much where most of my people come from. And I'm at this place where I wanna start honing in on agent relationships and building that through social media and having them find me. And I don't know if I should add that into my current, like, TikTok and Instagram videos, or if I should, like, completely pivot and, like, only do that on YouTube, or how I should implement that.
42:07So recently, there was somebody who joined and started becoming part of our world and working with us.
42:13And Nice man. She was in a very kind of a similar scenario.
42:18She had built a very strong brand in the fitness space. She was like, you're you're baddie coach kind of a vibe.
42:25Right? And she was crushing it, absolutely destroying. And in growing this personal brand around fitness, she quickly realized, oh, man, I'm really passionate around helping people grow their personal brands.
42:36I actually wanted to do that more. But she had built all of her business revenue and social around, uh, fitness. Right?
42:43So it's even a more extreme kind of difference here. And so what I walked her through is easy.
42:48We can make that transition. You just can't go cold turkey overnight. You just need to start injecting more.
42:53So if you're posting 14 posts a week right now, as a random example, uh, what I want you to do is for the next two weeks or three weeks, two, three, whenever you want, just do one of those posts towards agents.
43:06Then the next two or three weeks, two, and then three, and then four. It's very simple, very basic.
43:14All you need to do is just slowly increase that over time, and what I want you to do is monitor the metrics that you care about the most.
43:22Right? Top line, rev, like all of that. Is that being affected in any way?
43:27These are the things that you're looking for. But if you're getting less overall views every week or likes or whatever, but you're seeing more or better outcomes because of these agent relationships, then I would say you're going in the right direction, and that's fine.
43:42So many people make a pivot or or a change in what they're talking about, and they see a decline in viewership or engagement, and they think that's a problem. I personally do not.
43:53I I do not, in any way, shape, or form, think that's a problem. On my Instagram, I don't know that we've ever done a single post around hiring or building a media team.
44:03It's just not what I know is going to go as wide. We're gonna start doing more of that. And I know it's not going to hit as well.
44:09But guess what? We're gonna get a lot more of our ideal customers through Instagram from that content. Okay?
44:15So I would just say you just need to make a slow transition. It's nothing complicated. And and one thing that you can do sometimes, uh, in yours, I'm not exactly sure.
44:25I'm not a subject matter expert, so I I will never pretend to talk about stuff I don't know. But for her, the way that we had her do the transition is what Neil mentioned earlier.
44:35She was in the gym in all of her content. So what were we gonna have her do? You're gonna film personal branding advice in the gym.
44:42And so it's how much can I make this look like the previous content you know me for while bringing in and injecting this new subject matter? Does that make sense? Yeah.
44:50Perfect. Thank you. In the weeds real quick, make a really, really valuable lead magnet that you would sell for a lot of money and then give it away for free via Instagram.
45:03That will be a game changer here. Game changer. The reason why we have 53,000 people on our email list is because we've made three forty five page plus workbooks that we give out for free.
45:1845 pages. Like, this is some shit. Actually, it's so good.
45:22And I feel like an asshole saying it's so good. But it's so good. People are literally DMing me being like, yo, bro.
45:27I love your workbook. I repackaged it with my branding, and I'm selling it, and I've made a ton of money.
45:34And real talk, my genuine reaction was like, awesome. Fuck yeah.
45:38That's great. I love it. I think if you do that, if you create whatever you have done that has led to the most success with growing your channel, your platform, if you turn that into a really strong lead magnet step by step for people that's like uncomfy for you to give out,
45:58Give them the blueprint. Sell the implementation.
46:00I'm a Harley nut. I am not mechanically inclined. I've made every modification you can imagine to my Road King.
46:07I went to the local Harley dealership who I saw upload videos on how to change my exhaust pipe on my bike because I was like, well, I don't wanna mess that up. That's gonna be too costly. And also, they're the expert.
46:19They just demonstrated to me that they know how to do this on every kind of Harley imaginable. And I think a big worry when you give out lead magnets and you give out content and you're giving too much is you might wonder, well, now that I've given away my expertise, most of these people are gonna take it and never work with me.
46:35If you are scared of that, there is an alternative path. You can actually identify what is the problem that precedes the problem that I solve.
46:46Right? When you solve a problem, it reveals another one. So what is the problem that comes before the one you solve in your offer that you can help them solve to reveal that they need you?
46:57So you solve one problem, reveal another. Exactly. The example that I use is like, if I am not in any way shape or form tracking what I eat, I'm not walking every day, I'm not going to the gym, you better believe I'm not gonna give a shit about testing my blood work to see like what vitamins I'm deficient on, right, where my hormone levels are at.
47:16I need to like start caring about my body before I do that. And so if I'm a company that does that blood test, my content is gonna be how to get you to start tracking your macros, how to start walking, how to go to the gym, all of the problems that precede the problem that my offer solves. We literally just did this.
47:33We started realizing what problem do we not wanna solve? Getting people to start their personal brand.
47:38So what did we do in January? We released yet another course on how to start, not how to build. The first one was how to build.
47:45This one was how to start your personal brand. We're solving a problem that precedes the problem that my offer
47:52solves. Okay. So we'll do one question from Cap.
47:55And then, guys, is this helping you content wise? Awesome.
47:59Dude, thank you again for being here. This is awesome. Thank you.
48:02Hey, Caleb. Thank you. Um, so I feel like my YouTube's like this mixed bag of tricks.
48:08I've tried a bunch of stuff, and I was doing shorts, I got really good traffic with it and got a bunch of subs. But now it's like, what do I do with it?
48:18Should I go back and hide those, delete them? Should I, like or just keep plowing through it?
48:25It's like a dead audience, basically. Yeah. What is your goal?
48:28My goal is to go direct consumer, is what I'm trying to do. Teach wealth tips, debt elimination, tax advantage.
48:35Um, and are you wanting to do that via long form? Yes. Okay.
48:39So a big trap that we see a lot of people fall into, and I'm gonna give a a qualifier in a second. Please wait for the qualifier.
48:47But a lot of people make shorts on YouTube, and I've seen channels who get, and I know you've seen this too, a 2,000,000, 3,000,000 subscribers.
48:58It's crazy. And then they upload a long form video, 13 views. I'm not here's the qualifier.
49:06I'm not saying don't make shorts on YouTube. I am. We do it.
49:10I think it's great. But I would highly encourage you to take a break for a second from shorts and focus on long form. The the thing that we have started to notice over the last couple of years is people just want more of what they consumed.
49:22Whatever brought them into your world, they just want more of. This is why I don't like chasing virality because when you chase virality, you talk about stupid shit that you don't care about like your Starbucks order.
49:33Unless you're really into it, talk about it by all means, if that's an interest of yours. Right? But a lot of people will do their, you know, fast food order or whatever, not because they wanna actually share it, but because they've been told by some agency that it's gonna get views.
49:45But guess what all those viewers want more of? That. Exactly.
49:50And so it's the same not only in topic and subject matter, it's also in format. Right? If they're consuming short form, like, have you guys ever, like, actually scrolled through YouTube shorts before?
50:03A lot of people actually haven't. It is a totally different psychology.
50:09I don't even like to think of it like it's YouTube. I literally like to think of it like it is a separate platform. I'm sure this will change.
50:16I remember back in the day, everyone was saying, don't make shorts, blah blah blah blah blah. I do think shorts are important. But for you, with what you've articulated, I would say you need to focus on long form for the next three months.
50:28And then when you can, cool upload shorts, but that needs to be what you optimize around. That's what I've done. I optimize around long form all day, and I believe it has led to a lot of really good results.
50:40Awesome. Thank you. If this podcast has caused you to think differently about your personal brand, I would encourage you to watch my six and a half hour free course on how to build your personal
The Hook
The bait, then the rug-pull.
Filmed in a truck bed in a Las Vegas parking lot before walking into a live event, the opener skips the warm-up entirely: your brand is suffering because you copied. Fifty-one minutes later, after a full fireside Q&A in front of a room of entrepreneurs, the audience leaves with seven frameworks they can use before their next flight home.
Caleb Ralston — 17 years behind the biggest personal brands in business — makes the case that virality is a trap and trust is the only currency that converts.
A 28-minute case study in why the origin story is the load-bearing structure of every personal brand — delivered by someone who just disclosed his parents were evicted by a sheriff last week.
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