"Embracing Technology and Change: And we wanted to create an agency that was inspired by the way we grew up in the sense that we never saw the Internet as like, things you needed to learn to make money in life. We saw it as like, wow, that's cool. Like you can talk to someone on Instant messenger and wow, like, we're downloading music on a Friday night when we're in eighth grade. This is really fun. And then, you know, everything in like college where I remember like three social networking and post social networking. And then my 20s with like the advent of the iPhone and the app economy and everything we've seen in the last 10 years, it's always been this hyper acceleration of just like, cool stuff that makes your life better. And I wanted to create an agency that was inspired by that, where our only constant will be change."

"Direct to Consumer Startups: We got really, really good at basically building businesses out of nothing and putting them in market and then working with them for a year or two and letting them kind of foster and grow."

"Entrepreneurial Persistence: So those were the things we did day in and day out because we were truly experts in it."

"Sustainable Business Models: But if your entire business model is built on paying for customers all the time, it's a pretty bad business model. You need, there needs to be a give and take there."

"D2C Branding and Media Budgeting: You need a media budget. Regardless of how good you are at earned media, whatever your media budget is...I want people to commit to a number that they're not going to panic and stray from the strategy if things aren't going according to plan after six weeks."

"Engaging Audiences in the Streaming Era: So in the last year, like, we just want to won an award, an integrated campaign award with the Dairy Farmers of America, a totally different type of brand. And we had this idea around connected tv. We thought that most people that are watching their streaming shows, they're laying on their couch watching a show, they could be binging it, but they're watching a show and they're also on their phone when an ad break comes up. They're not paying attention to the screen. So we had this whole idea around just like playing with sound audio and basically we wanted to start with like five seconds of silence to get the user to think that the TV froze. And then we, they're going to look up and then we hit them with some ASMR sound design."

"Power of Independent Podcasts: Especially if you have the discipline to build your own lists of independent podcasts where they're not part of a big syndicated network quite yet and you're able to work directly with the hosts. It takes more time, but like if you spent, you know, a day or two finding 20 or 30 podcasts that, that feature, I don't know, on Skincare or, or CPG or whatever and you reached out to them, you could do some really interesting stuff and you'll get like really tapped in audience that it might not be thousands, but it'll be like a couple hundred of really good people listening."

"Brand Story vs Product Story: I think it's the first step we always ask is, is this a brand story or a product story? And there's a difference there. A product story is where the product is so unique and is either gonna define an industry or it's, it's, it's something that's truly special and different. And then there's a brand story. A lot of people will say, well, we're both, we have a brand and we have, our product's amazing. But are there products that are just like it, that it's going to be really hard for us to like, stand out by saying the valuable things about your product? If so, then we have to focus on the brand and we have to build something there that will resonate with an audience at the brand level."

"Understanding Your Audience: I think the next step in the equation is really, really, really understanding your audience and figuring out why they would, they would engage with you to begin with. And I think that, you know, I'm not saying you should lead with like, lead with challenges or try and take advantage of like common customer pain points, but like really knowing those are very valuable because you'll be able to like address your core messaging to it to basically speak to exactly those pain points, even if what you're saying is incredibly positive and like uplifting."

"Marketing Strategies: So try to break your communication into like 3 seconds, 30 seconds, 3 minutes. And get really good at like, what is your best three second sale, 30 second sale and three minute sale."