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...
01:27:52 · Xharmagne Carandang, Daniel Palmer, Sachin, Michelle Gilmore, Adam Miller
[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... [01:28:07] S3: I think that's what a story does. I hate to continue to sell their start up... I think this is like what a story does is like, what is a good... There is no such thing as good. [01:28:19] S0: Oh, legit, at least. [01:28:21] S2: Yeah. I think commerce follows trust. So how do you develop trust? So you can develop trust through [01:28:26] S1: talking about? [01:28:27] S2: You know, through sitting down at dinner with someone. But, like, I think what content does is if you're good, it allows you to, you know, develop trust at scale. [01:28:36] S0: Yes. So I I guess, I mean, not just quality. [01:28:39] S2: Yeah. [01:28:39] S0: But I guess what I'm worried about is all the, you know, the disinformation out there. [01:28:43] S3: Yeah. [01:28:43] S0: So the skill of being able to tell that from what's not... Especially if we get better at storytelling. I mean, you could have so much BS stories out there. [01:28:51] S2: But there may be a world in which there's increasing returns to non AI content, because it's all tagged on LinkedIn or whatever the platform is, and it's AI, non AI. [01:29:00] S5: And so there's a world in which because it would be [01:29:02] S2: so scary that if you could just generate deep fakes. Know what? Like, what is that?
01:29:02 · Sachin, Xharmagne Carandang, Adam Miller, Michelle Gilmore
[01:29:02] S2: so scary that if you could just generate deep fakes. Know what? Like, what is that? [01:29:06] S0: Exactly. [01:29:07] S5: I think there's also a weird hypothetical friend post me, which actually isn't that weird, but a world where agents are buying everything for us. And so what role does content and marketing take then? If you can perfectly make an agent, make rational purchasing decisions for you, it can breathe through that BS, hopefully. And it actually doesn't need to be convinced by a lot of brand marketing. [01:29:27] S0: I think the keyword there was... The keyword you said was rational. Humans are not rational. I wanna pick my own thing whether or not it's bad. [01:29:35] S5: What I mean is that if you program agents to make your purchasing decisions, like, even if it's not perfectly rational, it's not emotional in the way that humans are emotional towards, like, content and making certain purchasing decisions as well. [01:29:47] S0: Mhmm. I think it's... It depends on... If I'm purchasing, I don't know, a house, that would be so nice. Take all the emotion out. [01:29:55] S1: You [01:29:55] S0: know? But but things like the piece of art I want to put on my wall or this thing I want to buy for my mother. I'm not going to outsource that to AI. That's something people...... [01:30:09] S2: Use agents for your businesses to make purchases? What kind of purchases? Even like let's more commoditized items like toilet paper or... I