01:21:28 · Adam Miller, Sachin, Michelle Gilmore, Georgie Healy
[01:21:28] S5: to do.... Point here that there is this new generation of founders that are built different that do think about distribution in a different way, and a very, like, for them, you have to have that really high quality launch video and and sort of make that hit. And I think there's a bit of a new archetype emerging, and I'm sure part of that archetype, a lot of them will take it too far. [01:21:46] S2: Yeah. But I think intention is more important than ever, right? Like I think directionally that is kind of correct, and quality only wins if people discover you in the first place, right? [01:21:57] S1: Yeah. And you have a shared experience of it. So the buyer and the seller have to have some kind of common calibration about what it means. It doesn't work if... It doesn't actually... It doesn't work how much attention you have if there's no lock in of we both agree on what value is. [01:22:16] S4: Yep. Completely agree. It's just funny too because I'm a millennial and I grew up with like, you've got to work really hard day in, out and slowly grow your followers and they might be loyal and then hopefully they're sticky. You can go viral overnight with no followers. And yeah, it's a tactic. They probably can't see the other side of that and CAC and LTV and anything like that. But they're like, yeah, but I'll get enough brand endorsements and figure it out after that. Know, it's a different world they've grown up in.
01:22:16 · Georgie Healy, Daniel Palmer, Sachin, Adam Miller
[01:22:16] S4: Yep. Completely agree. It's just funny too because I'm a millennial and I grew up with like, you've got to work really hard day in, out and slowly grow your followers and they might be loyal and then hopefully they're sticky. You can go viral overnight with no followers. And yeah, it's a tactic. They probably can't see the other side of that and CAC and LTV and anything like that. But they're like, yeah, but I'll get enough brand endorsements and figure it out after that. Know, it's a different world they've grown up in. [01:22:50] S3: Sorry, Yeah, I agree. I think there's a lot that we can learn from these folks as well. I definitely feel so counterthetical to that breed of founder. [01:23:02] S2: It's funny we say all this while there's cameras pointed at it. [01:23:06] S4: Media company. [01:23:08] S5: Tell you. We've got to find the guy that did this. [01:23:18] S3: I think at Relevance we're just such, all three of us founders are just product people, that's just all we do, we think about that, and I think we've probably been pretty bad at telling stories and building a brand, and so I think there's plenty to learn from that new reader founders and it will be interesting to figure out, okay is that what the new requirement is? Is that what you have to be to be a successful startup now? Or is this just a new tactic strategy informed by what they... How they grew up?
01:23:18 · Daniel Palmer, Michelle Gilmore, Adam Miller
[01:23:18] S3: I think at Relevance we're just such, all three of us founders are just product people, that's just all we do, we think about that, and I think we've probably been pretty bad at telling stories and building a brand, and so I think there's plenty to learn from that new reader founders and it will be interesting to figure out, okay is that what the new requirement is? Is that what you have to be to be a successful startup now? Or is this just a new tactic strategy informed by what they... How they grew up? [01:23:46] S1: I think it depends what you're selling. Yeah. Mhmm. Like, it really does. And who you're selling to. Mhmm. So your your your buyer, your market, your product, your use case should all be... Your distribution and your go to market should all be contextual to them. Like, attention matters, but from whom matters more Yep. And nailing that. [01:24:07] S5: Yep.
01:24:07 · Adam Miller, Michelle Gilmore, Xharmagne Carandang, Georgie Healy
[01:24:07] S5: Yep. [01:24:07] S1: Because I I don't care about volume unless it's the right amount of volume. And by what... By that, I mean, like, high quality attention. Mhmm. Because I don't value attention for the sake of it. Right? Like, I just I just I just don't care. Because as the CEO, I'm like, to what end? Like, what does it give us? Does it give us brand awareness? Does it give us revenue? Does it give us advocates? Does it give us great talent? Like, what is the currency that that's bringing in that attention? And I think that for some businesses, it makes perfect sense that there's a very quick viral hype cycle because there is a strategy which is let's get those people in. Let's raise. Let's sell, let's do whatever the the means to the end is. But for our businesses, it really doesn't make sense unless there is a clear alignment with high quality leads. Yep. [01:25:06] S0: I mean, it gets you series a with some investors is what it gets you. [01:25:10] S1: Yeah. Like, if you care about that and only care about that, maybe. But, you know, even then, for some businesses, that won't make sense. Yeah. So I I just... I'm not sure if it's I'm not sure if it's an archetype so much as a stereotype because I'm not sure that it's... We can generalize. Mhmm. I do think that we are starting to see that for certain businesses that is obviously the keyword. [01:25:33] S4: Lingo. Nail it. [01:25:34] S1: It's not not working. Mhmm.
01:25:34 · Michelle Gilmore, Daniel Palmer, Xharmagne Carandang, Adam Miller, Sachin
[01:25:34] S1: It's not not working. Mhmm. [01:25:36] S3: Think though, it's probably extra important to think about now because if we think about, and I'm only really now processing this, as we think about how they grew up, as you mentioned, on TikTok, on Snapchat, I don't know, the Snapchat still thing. [01:25:50] S0: Don't actually know. [01:25:59] S5: What's your skincare routine? Because it's really good. [01:26:04] S3: But like like they've grown up. They've grown up. [01:26:09] S1: I am. You too. That [01:26:15] S3: generation surprisingly dissolving could be We need an age group, bro I'm 29 so I don't know I think [01:26:27] S2: you should know [01:26:27] S5: what snapchat is there
01:26:27 · Adam Miller, Daniel Palmer, Michelle Gilmore, Sachin, Xharmagne Carandang
[01:26:27] S5: what snapchat is there [01:26:29] S3: maybe that's more about my childhood. But yeah, I just think people who, let's just say folks who've grown up on your TikToks and Snapchats, I think they've been in an abundance of content, Swipe, swipe, swipe, swipe, swipe content like out the wazoo. And I think that's why they feel the need potentially to tell intriguing stories. Right. And break through an abundance of content. And I think to take it back to AI I guess, what we will see is that proliferating more as content becomes more of a commodity, we probably all do have to get better at telling interesting stories that break through. And I think that's the same as our product and baking products with some of the new generative technology becomes more commoditised too, and quality becomes less of a moat. I think it will be an important sort of skill to hone in on, but potentially over optimised on in this current market. Sounds like our VC pitch. Nailed it. [01:27:32] S5: This is how you raise capital. If [01:27:35] S3: you want a reference from a seasoned old firk, [01:27:40] S5: it's an old twin layer. [01:27:43] S3: True, babe. [01:27:44] S1: I think storytelling's always been important. It's just cheaper and easier. Right? [01:27:51] S2: Mhmm. [01:27:52] S0: I think what I'm worried... Yeah. What I'm worried about is that it becomes, like you said, a proliferation of all this content. Aside from being able to tell good stories, it's being able to suss out what's BS or not because there's gonna be so much stuff out there. Oh, there already is. But...