1 00:00:00,040 --> 00:00:03,600 I was born in a refugee camp. I grew up in a what I could 2 00:00:03,680 --> 00:00:06,040 consider the ghetto. I was the only Asian kid in 3 00:00:06,040 --> 00:00:09,280 elementary school and I rolled with a lot of gang bangers. 4 00:00:09,360 --> 00:00:11,320 This is like the age of 1011. Committing crimes. 5 00:00:11,320 --> 00:00:14,160 It's kind of ridiculous to an American that depression is. 6 00:00:14,240 --> 00:00:17,560 I don't understand what that is and its own head because 7 00:00:17,560 --> 00:00:20,760 everyone else in the world, they're so busy dealing with war 8 00:00:20,760 --> 00:00:22,800 and famine and like where to eat. 9 00:00:22,800 --> 00:00:25,320 Like you, you'll have time. We have the luxury of time to be 10 00:00:25,320 --> 00:00:27,720 depressed. I have my opinions on things. 11 00:00:27,920 --> 00:00:32,720 I'm willing to change my mind and be OK with it the update, 12 00:00:33,080 --> 00:00:36,480 but I believe what I believe. We live what's in a post truth 13 00:00:36,480 --> 00:00:38,120 world on such thing as truth anymore. 14 00:00:38,320 --> 00:00:41,600 Just admit that you know that I know that you know that you know 15 00:00:41,600 --> 00:00:44,640 we're selfish people, right? We'll be OK. 16 00:00:44,640 --> 00:00:48,280 But if you pretend that that's not the way it is, I read it as 17 00:00:48,280 --> 00:00:52,400 the best place of like deep OCD information and we'll have OCD. 18 00:00:53,520 --> 00:00:56,440 And then I tell, I was telling a bunch of investors today, like 19 00:00:56,440 --> 00:00:59,120 having business culture, our brands, It's actually not that 20 00:00:59,120 --> 00:01:01,440 hard. A brand is if you jumped on 21 00:01:01,440 --> 00:01:04,560 their social on TikTok or Instagram and you read the 22 00:01:04,560 --> 00:01:08,320 comment section, does the people treat them like customer service 23 00:01:09,120 --> 00:01:25,000 or they're fine? Who is the crazy genius behind 24 00:01:25,000 --> 00:01:28,760 iconic companies like Dollar Shave Club and Liquid Death? 25 00:01:29,240 --> 00:01:32,440 In today's episode of Tiger Sisters, we talked to Peter Pham 26 00:01:32,680 --> 00:01:36,480 who's the Co founder and partner of Science Venture Studios. 27 00:01:36,800 --> 00:01:39,600 I'm Cherie. And I'm Jean, and we're the 28 00:01:39,600 --> 00:01:43,080 Tiger Sisters. Welcome to yet another episode 29 00:01:43,080 --> 00:01:46,240 of Season 3 of Tiger Sisters where we've been interviewing 30 00:01:46,240 --> 00:01:49,880 founders, CEO's and other business leaders and just 31 00:01:50,040 --> 00:01:52,560 sharing and basking in all of their amazing. 32 00:01:52,640 --> 00:01:55,360 Using learnings coming up, we have our interview with Peter 33 00:01:55,360 --> 00:01:58,600 Pham and right after that, Gene and I go through our takeaways, 34 00:01:58,600 --> 00:02:01,720 basically the learnings and we discuss them in a Business 35 00:02:01,720 --> 00:02:04,640 School case study method. All right, we'll head to the 36 00:02:04,640 --> 00:02:06,240 interview right after this break. 37 00:02:06,760 --> 00:02:09,639 Hey guys, quick break to let you know that we now have merch on 38 00:02:09,639 --> 00:02:12,600 Sisters matcha.com. We have sweatshirts and T-shirts 39 00:02:12,600 --> 00:02:15,280 that we designed ourselves. Go check it out and please rate 40 00:02:15,280 --> 00:02:18,160 US five stars on Spotify and Apple Podcasts. 41 00:02:18,160 --> 00:02:20,840 These ratings are so important for the distribution and 42 00:02:20,840 --> 00:02:22,920 survival of Tiger Sisters Podcast. 43 00:02:23,120 --> 00:02:25,360 Thank you for your support. Peter, let's start with some 44 00:02:25,400 --> 00:02:28,760 ASMR. So we're just going to open it. 45 00:02:34,240 --> 00:02:36,840 I'm Peter Pham, I'm the Co founder and managing director of 46 00:02:36,840 --> 00:02:40,080 science venture studios. We're a venture firm out of LA 47 00:02:40,080 --> 00:02:44,280 and incubator of sorts with we help create companies like 48 00:02:44,280 --> 00:02:47,800 Liquid Death, which we just opened, a fresh can of Dollar 49 00:02:47,800 --> 00:02:53,000 Shave Club, Dog Bay K, which Rover might like to say deal in 50 00:02:53,000 --> 00:02:57,120 culture and invest in things that I think people will use. 51 00:02:57,880 --> 00:03:00,160 That's so good. What podcast are you listening 52 00:03:00,160 --> 00:03:03,920 to right now? So there's two I subscribe here 53 00:03:03,920 --> 00:03:06,760 to try to listen to. It's all in pod cuz I think most 54 00:03:06,760 --> 00:03:09,520 people in tech deal on Fridays and also there are some of my 55 00:03:09,520 --> 00:03:13,240 friends on there. Matt Wolf is an AI podcast. 56 00:03:13,240 --> 00:03:18,240 He's does a really good kind of once or twice a week in his 57 00:03:18,240 --> 00:03:20,360 weekly summer of like everything going on in AI. 58 00:03:21,240 --> 00:03:24,200 How long is that one? 24 minutes on average, sometimes 59 00:03:24,200 --> 00:03:26,000 15. It's really really doable. 60 00:03:26,160 --> 00:03:28,120 I listen things at one point 5X so. 61 00:03:28,240 --> 00:03:32,560 Yeah, so 24 minutes are like, you know, .7 mile drive. 20 62 00:03:32,560 --> 00:03:36,160 minute VC is the other one. It's always nice to learn what 63 00:03:36,160 --> 00:03:38,120 my peers are doing, what LP's are thinking. 64 00:03:38,840 --> 00:03:41,560 Harry Stebbins is a friend and also just like good human. 65 00:03:41,560 --> 00:03:44,760 But I think it's a fascinating insight of like, what we do is 66 00:03:44,880 --> 00:03:46,920 for a living. Good recommendations. 67 00:03:46,920 --> 00:03:50,760 OK, as a kid, were you a rule follower or a rule breaker? 68 00:03:51,200 --> 00:03:54,720 I was so I was born in a refugee camp. 69 00:03:54,760 --> 00:03:58,840 I grew up in a what I consider the ghetto, a city called Santa 70 00:03:58,840 --> 00:04:02,680 Fe Springs and then Norwalk in California 7 with less in a one 71 00:04:02,680 --> 00:04:07,240 bedroom apartment. My report cards were like 72 00:04:07,240 --> 00:04:09,840 default Spanish. So that's like I was the only 73 00:04:09,840 --> 00:04:13,400 Asian kid in elementary school. I rolled with a lot of gang 74 00:04:13,440 --> 00:04:17,040 bangers, so I did a lot of things that I should have been 75 00:04:17,040 --> 00:04:18,800 done. So rule follower. 76 00:04:20,200 --> 00:04:23,240 Yeah, a lot of bad things. I was young, very young, but 77 00:04:23,240 --> 00:04:24,960 looped out. This is like the age of 1011, 78 00:04:24,960 --> 00:04:26,440 committing crimes. It's kind of ridiculous. 79 00:04:27,240 --> 00:04:29,200 Pre juvie. Yes, way before juvie. 80 00:04:30,760 --> 00:04:33,000 OK, well what about now? Do you consider yourself rule 81 00:04:33,000 --> 00:04:37,040 follower or rule breaker? Rule breaker I I I think rules 82 00:04:37,040 --> 00:04:39,200 are a construct like this, right? 83 00:04:39,200 --> 00:04:44,840 And I think media and pop culture is kind of defined by 84 00:04:44,920 --> 00:04:46,920 what everyone else tells you it's supposed to be. 85 00:04:46,960 --> 00:04:54,040 And so I find myself just first principles more of like why and 86 00:04:54,040 --> 00:04:56,160 asking, always asking the why and does it make sense? 87 00:04:56,520 --> 00:04:59,240 So whatever the rules are, it's just like, well, if it makes 88 00:04:59,240 --> 00:05:01,800 sense, sure. But if it doesn't make sense, I 89 00:05:01,800 --> 00:05:04,280 don't mind challenging it. I like that. 90 00:05:04,440 --> 00:05:08,680 OK, so let's get into how How old are you? 91 00:05:09,520 --> 00:05:11,800 Asian, I don't raise them. How did they say? 92 00:05:12,480 --> 00:05:15,760 I know you're you're you're my he's my boss boss. 93 00:05:16,960 --> 00:05:19,440 OK, well suffice to say you're older than me so I can ask this 94 00:05:19,440 --> 00:05:22,160 whole question of you. It's a very good chance I'm 95 00:05:22,160 --> 00:05:23,560 older. Than you OK so. 96 00:05:23,560 --> 00:05:27,000 I may act a lot younger though. Eternally youthful. 97 00:05:27,000 --> 00:05:29,400 Yeah, I'm the. Same. 98 00:05:30,160 --> 00:05:34,120 OK so then I'm 35 now, So what advice would you give your 35 99 00:05:34,120 --> 00:05:38,000 year old self? So turns out I am Buddhist. 100 00:05:38,400 --> 00:05:42,120 But, you know, growing up twice a year going to top line. 101 00:05:42,120 --> 00:05:45,160 And I was just at a retreat this last weekend, spent some time 102 00:05:45,160 --> 00:05:47,760 with some Mongolian Buddhist mosque. 103 00:05:48,000 --> 00:05:52,440 Amazing. And removing wanting in my life 104 00:05:52,440 --> 00:05:57,040 has been the biggest thing. So yeah, so I think about 105 00:05:57,040 --> 00:06:00,280 wanting it means that you're probably not happy until you 106 00:06:00,280 --> 00:06:01,560 think you get this thing. Yeah. 107 00:06:01,560 --> 00:06:04,840 But like, be present, be grateful for like everything 108 00:06:04,840 --> 00:06:08,360 that's happening in the now and good things happen to you. 109 00:06:09,040 --> 00:06:13,160 The other would be my super powers have a terrible memory, 110 00:06:13,760 --> 00:06:15,360 right? Like just absolute terrible 111 00:06:15,360 --> 00:06:17,640 memory. Which means if something bad 112 00:06:17,640 --> 00:06:20,040 happens to me, I kind of know I'm going to forget it. 113 00:06:20,120 --> 00:06:22,480 Wait, I'm the same way. But you know that people say 114 00:06:22,480 --> 00:06:25,320 that that's a reaction to it's PTSD. 115 00:06:25,320 --> 00:06:28,120 No, I. People say it's like your way of 116 00:06:28,120 --> 00:06:30,240 like dealing with like childhood traumas. 117 00:06:30,240 --> 00:06:32,840 Maybe it works for me. I mean, like it's something bad. 118 00:06:32,840 --> 00:06:35,400 I think to myself, well, I'm not going to remember this, so why 119 00:06:35,400 --> 00:06:38,440 wallow it, right? So know that your future self 120 00:06:38,440 --> 00:06:40,160 will always forget that thing that just happened. 121 00:06:40,160 --> 00:06:42,760 So why spend any time on it? Because the energy you put off, 122 00:06:43,040 --> 00:06:47,000 nobody wants to be around you when you're in like sad things, 123 00:06:47,000 --> 00:06:50,280 right? And so that and then the other 124 00:06:50,280 --> 00:06:54,680 thing is know your worth truly. I know it's always easy to say 125 00:06:54,680 --> 00:06:57,600 these things like, you know, do what you truly love, but you got 126 00:06:57,600 --> 00:07:00,200 to pay rent. You know what give up a little 127 00:07:00,240 --> 00:07:01,960 for that. Maybe move in with your parents. 128 00:07:01,960 --> 00:07:05,480 Like, yeah, it turns out if you love what you do, no matter what 129 00:07:05,480 --> 00:07:08,720 it is, you will win because your competitor. 130 00:07:08,920 --> 00:07:13,560 So for this supposed job, nine to five, they're done 5:00 131 00:07:13,640 --> 00:07:16,000 Fridays, they're done. They don't think about it 24/7. 132 00:07:16,000 --> 00:07:19,880 And. And when you show the love for 133 00:07:19,880 --> 00:07:21,200 that thing, people want to help you. 134 00:07:21,400 --> 00:07:24,640 So there's a human thing about human nature where when you see 135 00:07:24,640 --> 00:07:26,600 somebody maybe on the street and they're playing their harder on 136 00:07:26,600 --> 00:07:27,800 panty, like you just want to give them one. 137 00:07:27,800 --> 00:07:29,600 You meet somebody and they say they're an artist. 138 00:07:29,600 --> 00:07:31,400 Like you just want to help that person. 139 00:07:31,400 --> 00:07:34,640 Because if you think about it, most people don't follow their 140 00:07:34,640 --> 00:07:37,200 dreams. So they see a little bit of you 141 00:07:37,320 --> 00:07:39,400 in their dream and they say, I want to help this person live 142 00:07:39,400 --> 00:07:40,800 vicariously. If I can help you achieve your 143 00:07:40,800 --> 00:07:44,560 dream, at least, you know, I, I was my past name to be a doctor. 144 00:07:44,560 --> 00:07:47,680 I really wanted to be a whatever, if they see you, they 145 00:07:47,680 --> 00:07:49,800 just want to help. And So what I found is like, you 146 00:07:49,800 --> 00:07:51,800 just love what you do. It doesn't feel like work 147 00:07:51,800 --> 00:07:54,400 anymore. And then you kind of walk life 148 00:07:54,400 --> 00:07:57,320 24 hours, seven days a week thinking about that thing. 149 00:07:57,320 --> 00:07:59,680 So you don't necessarily need to be the smartest person in that 150 00:07:59,680 --> 00:08:01,000 subject or whatever it is that you do. 151 00:08:01,240 --> 00:08:03,440 But if you love it, it inherently shows that people 152 00:08:03,440 --> 00:08:06,000 want to help you out and you have the advantage of basically 153 00:08:06,000 --> 00:08:07,840 thinking about it 24/7 and never. 154 00:08:08,720 --> 00:08:10,920 And it doesn't feel like work. Love it. 155 00:08:11,280 --> 00:08:14,480 Yeah. That is totally something that 156 00:08:14,480 --> 00:08:16,080 I've noticed. Cherie and I were just talking 157 00:08:16,080 --> 00:08:20,360 about this the other day that like I feel like now that I'm 158 00:08:20,360 --> 00:08:22,400 actually putting out there what I'm really passionate about, 159 00:08:22,400 --> 00:08:25,320 which is our start up sisters, like people are reaching out and 160 00:08:25,320 --> 00:08:26,760 like want to help and I you're genuine. 161 00:08:27,240 --> 00:08:31,000 Yeah, because also like, inherently they're like, OK, I 162 00:08:31,000 --> 00:08:33,919 know you're like legit, but then you're not only legit, you're 163 00:08:33,919 --> 00:08:36,280 like really passionate about what you're working on. 164 00:08:36,280 --> 00:08:37,919 And they get like, excitement from that. 165 00:08:38,120 --> 00:08:41,159 They want to be a part of that. Too anybody wants to be. 166 00:08:41,159 --> 00:08:43,960 It's look, it's human nature to support sports teams. 167 00:08:43,960 --> 00:08:46,240 You think about why sports teams like you're rooting for them 168 00:08:46,240 --> 00:08:48,000 even if they lose, like you're just rooting for the winning 169 00:08:48,000 --> 00:08:50,040 moment. And if you feel like you are 170 00:08:50,040 --> 00:08:53,080 part of it, that's, you know, you don't get that in life. 171 00:08:53,080 --> 00:08:55,760 You don't get to feel like you're winning every day. 172 00:08:55,760 --> 00:08:58,640 But if you're a part of a lot of people who win, I help that 173 00:08:58,640 --> 00:09:00,840 person help that person. Like I'm winning every day 174 00:09:00,840 --> 00:09:02,160 because that helps so many people. 175 00:09:02,160 --> 00:09:04,520 So I just love helping people because like, I'm winning every 176 00:09:04,520 --> 00:09:05,720 day. Yeah, OK. 177 00:09:05,760 --> 00:09:07,960 I actually I think that's your superpower. 178 00:09:08,080 --> 00:09:09,600 You said your superpower is forgetting. 179 00:09:10,160 --> 00:09:14,080 And so less superpower. What drives and motivates me is 180 00:09:14,160 --> 00:09:16,800 my happiness is driven by other people's. 181 00:09:16,960 --> 00:09:20,320 So I'm I want other people to succeed. 182 00:09:20,320 --> 00:09:22,640 I want them to be happy. I want them to do be the best 183 00:09:22,800 --> 00:09:24,160 themselves. I want them to success. 184 00:09:24,520 --> 00:09:27,880 And if, if they're a good person, I can help in any way be 185 00:09:27,880 --> 00:09:29,480 a part of that. Like that makes me happy. 186 00:09:30,320 --> 00:09:34,320 That's it's, it's, I have whatever I have everything I 187 00:09:34,320 --> 00:09:38,200 need, I'm very happy with. And so it's it's really about 188 00:09:38,200 --> 00:09:39,840 helping people achieve the thing. 189 00:09:39,840 --> 00:09:41,200 And that hurtness drives me happy. 190 00:09:41,200 --> 00:09:43,760 So COVID was terrible for me not being around people. 191 00:09:44,960 --> 00:09:49,400 And it turns out my job, which is helping entrepreneurs become 192 00:09:49,400 --> 00:09:51,480 the better version of themselves or building the company that 193 00:09:51,480 --> 00:09:54,480 they've always imaged, is like, perfect for me because yeah, my 194 00:09:54,480 --> 00:09:58,440 motivation is them succeeding. I learned that well and so then 195 00:09:58,440 --> 00:10:02,080 wait back to your original thing you said your advice to 35 year 196 00:10:02,080 --> 00:10:05,640 old you would be to let go of wanting. 197 00:10:05,640 --> 00:10:07,280 Let go of wanting a little bit but. 198 00:10:07,520 --> 00:10:10,720 But if you had done that when you were 35, would you still be 199 00:10:10,720 --> 00:10:13,520 where you are today? Or do you think it was like the 200 00:10:13,520 --> 00:10:16,120 wanting was like an apparent? Part of it is I have a terrible 201 00:10:16,120 --> 00:10:19,280 memory, son, and part of it is you. 202 00:10:19,440 --> 00:10:21,800 Plead the 5th. Well, I also believe that we are 203 00:10:21,800 --> 00:10:23,520 where we are where we're supposed to be. 204 00:10:23,640 --> 00:10:25,240 We are always where we're supposed to be. 205 00:10:25,240 --> 00:10:27,440 So there's no, I don't have regrets of things. 206 00:10:27,720 --> 00:10:29,440 Rethink things. Yeah, I could have would have 207 00:10:29,440 --> 00:10:30,680 shut up. But it's OK. 208 00:10:30,680 --> 00:10:35,200 It all is amazing, right. One of these things about 209 00:10:35,400 --> 00:10:37,360 spending time with these Buddhist monks, He's he's like, 210 00:10:37,600 --> 00:10:39,600 yeah, I travel all over the world and I think to myself, 211 00:10:40,280 --> 00:10:41,880 it's an American. They have depression. 212 00:10:41,880 --> 00:10:43,400 It's like, I don't understand what that is. 213 00:10:44,000 --> 00:10:46,080 And it's all in your head because everyone else in the 214 00:10:46,080 --> 00:10:49,920 world, they're so busy dealing with war and famine and like 215 00:10:49,920 --> 00:10:51,800 where to eat, like you, you don't have time. 216 00:10:51,800 --> 00:10:53,600 We have the luxury of time to be depressed. 217 00:10:54,160 --> 00:10:57,640 So in the same vein for me, it's like, it's amazing. 218 00:10:58,240 --> 00:11:01,160 Like hell, look at us, we're in a five star hotel right now. 219 00:11:01,160 --> 00:11:04,000 Are you kidding me? We are it's. 220 00:11:04,360 --> 00:11:06,640 Amazing. So yeah, I was wondering. 221 00:11:06,840 --> 00:11:11,000 I had nothing was like, it's a knowing and having empathy and I 222 00:11:11,000 --> 00:11:13,320 think travelling helps like to see poverty etcetera. 223 00:11:13,320 --> 00:11:16,920 But also I grew from nothing, you know, typical American Dream 224 00:11:16,920 --> 00:11:19,120 type of stuff. Yeah, it's just. 225 00:11:19,520 --> 00:11:21,920 Be grateful. OK, Well, then, Speaking of 226 00:11:21,920 --> 00:11:24,640 travelling, OK, you have a travel recommendation. 227 00:11:24,640 --> 00:11:28,080 What's your favorite city to travel to when you're taking a 228 00:11:28,080 --> 00:11:32,920 break from work? I so I never, I rarely visit the 229 00:11:32,920 --> 00:11:34,760 same city twice. Oh, OK. 230 00:11:35,080 --> 00:11:38,880 And my general travel is like 2 days in a city and hop to the 231 00:11:38,880 --> 00:11:42,760 next thing you know, I'm the and if you watch national lampoons, 232 00:11:43,000 --> 00:11:46,280 you know, they'll walk up to Mount Rushcard and say, alright, 233 00:11:46,640 --> 00:11:47,800 let's go. I'm that person. 234 00:11:47,800 --> 00:11:50,800 I just if I see I'm done I'm I'm out and I love an ADHD. 235 00:11:50,800 --> 00:11:53,680 Cam. Massive ADHD so I just like 236 00:11:53,680 --> 00:11:56,760 consuming a lot and so I don't think I have a favorite place. 237 00:11:56,840 --> 00:11:58,800 Recently I went to Vietnam. I'm getting to me. 238 00:11:58,800 --> 00:12:02,000 It's my first time I know, but also on my giant amongst my 239 00:12:02,000 --> 00:12:05,040 people. Turns out average height I'm 240 00:12:05,040 --> 00:12:06,360 511. The average height's like 5. 241 00:12:07,640 --> 00:12:10,400 That was amazing food culture and then US. 242 00:12:10,400 --> 00:12:13,880 I've been I love travelling through the Midwest national 243 00:12:13,880 --> 00:12:15,360 parks. I was just in Nebraska last 244 00:12:15,360 --> 00:12:17,080 weekend. Oh, I've never been It's 245 00:12:17,120 --> 00:12:22,640 beautiful and also getting away from this the coastals. 246 00:12:22,680 --> 00:12:27,320 So again, if I I invest in culture build, if you just pay 247 00:12:27,320 --> 00:12:29,200 attention to what happened in LA, California, New York, like 248 00:12:29,200 --> 00:12:31,440 you have no idea what's happening in the world. 249 00:12:31,600 --> 00:12:37,760 So travelling to Kansas City or Oklahoma, Nebraska, Idaho, I, I 250 00:12:37,840 --> 00:12:40,120 just, I really enjoy. Different places. 251 00:12:40,160 --> 00:12:42,280 Well, does it help you then in your work? 252 00:12:42,280 --> 00:12:43,880 Like you feel like you expand your world. 253 00:12:44,320 --> 00:12:47,520 It's asking questions, it's being curious and and again, 254 00:12:47,520 --> 00:12:51,360 having empathy. Like what's really driving their 255 00:12:51,360 --> 00:12:53,880 day-to-day? They have time to spend time on 256 00:12:53,880 --> 00:12:55,560 this thing. Do they have money to spend time 257 00:12:55,560 --> 00:12:56,920 on this thing? Is it important to them? 258 00:12:57,880 --> 00:13:00,880 Yeah, Yeah. I think you can also spend a lot 259 00:13:00,880 --> 00:13:03,560 of time on that on social media. So my other recommendation is 260 00:13:03,560 --> 00:13:07,760 outside of travels, your feed and my feed is different. 261 00:13:08,080 --> 00:13:11,320 Reset your feeds. Oh, reset your TikTok and 262 00:13:11,320 --> 00:13:13,360 Instagram feeds. Start over. 263 00:13:13,560 --> 00:13:17,360 Search for things that you don't normally search for, and the 264 00:13:17,480 --> 00:13:21,200 algorithm will start feeding you content that you've never seen, 265 00:13:21,200 --> 00:13:24,040 and it really gives you a better understanding of like everyone 266 00:13:24,040 --> 00:13:26,600 else, yeah. So are you also chronically 267 00:13:26,600 --> 00:13:29,200 online? Of course. 24 cent, Yeah, I 268 00:13:29,520 --> 00:13:32,080 again, if I don't participate in culture, I can invest in 269 00:13:32,160 --> 00:13:33,400 culture. That's my cat thesis. 270 00:13:34,160 --> 00:13:36,640 What's your your social media platform of choice? 271 00:13:37,600 --> 00:13:38,720 Different things for different things. 272 00:13:38,720 --> 00:13:44,800 So like I think X for real time information, Instagram for a 273 00:13:44,840 --> 00:13:49,560 specific demographic for like music culture and then TikTok is 274 00:13:49,560 --> 00:13:52,640 kind of everything, right? So people think that TikTok is 275 00:13:52,640 --> 00:13:54,680 just for a small demographic. It's different. 276 00:13:54,680 --> 00:13:57,600 When you use TikTok, if you want to be into home repair, you can 277 00:13:57,600 --> 00:14:01,160 have hours upon hours of content of like home repair, interior 278 00:14:01,160 --> 00:14:06,000 design or making clothes or jewelry or girls dancing or 279 00:14:06,200 --> 00:14:08,600 music, doesn't matter. And so I think it's about 280 00:14:08,600 --> 00:14:11,920 spending time there reading commits. 281 00:14:13,080 --> 00:14:14,160 And then? YouTube, of course. 282 00:14:14,160 --> 00:14:16,320 YouTube is television, Tiktok is television. 283 00:14:16,320 --> 00:14:20,000 And then I as we're. Simpatico, we're in the same. 284 00:14:20,000 --> 00:14:22,480 I feel like there's like a group of people that are like, YouTube 285 00:14:22,480 --> 00:14:25,040 is television like, creators are the new brands like and. 286 00:14:25,040 --> 00:14:31,400 Then Reddit, Reddit is the best place of like deep OCD 287 00:14:31,400 --> 00:14:35,960 information and I have OCD. And then I tell, I was telling a 288 00:14:35,960 --> 00:14:38,440 bunch of investors today, like how do you invest in culture? 289 00:14:38,440 --> 00:14:40,040 Our brands? Like it's actually not that 290 00:14:40,040 --> 00:14:42,360 hard. A brand is if you jumped on 291 00:14:42,360 --> 00:14:45,520 their social on TikTok or Instagram and you read the 292 00:14:45,520 --> 00:14:48,800 comments section, does the people treat them like customer 293 00:14:48,800 --> 00:14:53,680 service or their friend? Oh, and the it's there and you 294 00:14:53,680 --> 00:14:54,960 can read it. And I was like customer service 295 00:14:54,960 --> 00:14:56,800 and they're just complaining about like whatever. 296 00:14:56,800 --> 00:14:58,000 It's like Lily, it's customer service. 297 00:14:58,000 --> 00:15:00,560 The only there's like a brand where they it's like your 298 00:15:00,560 --> 00:15:02,360 friend. And then if someone digs them, 299 00:15:02,560 --> 00:15:04,560 they defend you and they're like, Oh, no, you're wrong. 300 00:15:04,560 --> 00:15:06,240 You don't That's the brand. What's a? 301 00:15:06,280 --> 00:15:10,400 Good example look what. If you jump on Liquid Death on 302 00:15:10,400 --> 00:15:13,760 our TikTok, Instagram and look at any comments, they treat us 303 00:15:13,760 --> 00:15:15,800 like their friend, maybe talk to us. 304 00:15:15,800 --> 00:15:18,640 They, it's like they laugh with us, they pack jokes with us and 305 00:15:19,000 --> 00:15:21,960 if someone comes in and kind of like makes wireless, they defend 306 00:15:21,960 --> 00:15:25,640 us right And then and that's. By design, you built that up 307 00:15:25,800 --> 00:15:27,440 like it doesn't just happen American. 308 00:15:27,440 --> 00:15:29,080 Airlines, it's like it's just customer service. 309 00:15:29,080 --> 00:15:31,600 Yeah, so it's Give me 20. 5000 it's just. 310 00:15:31,760 --> 00:15:34,480 It's just a lot of complaining. It's just like, get back to me, 311 00:15:34,480 --> 00:15:36,360 DM me. It's so customer support versus 312 00:15:36,360 --> 00:15:39,960 like a friend is a way you would as an investor look at is a a 313 00:15:40,440 --> 00:15:44,400 durable brand because relationships last longer than 314 00:15:44,400 --> 00:15:47,360 customer support. And so how do you, what's the 315 00:15:47,360 --> 00:15:48,800 key to that? How do you build that up? 316 00:15:49,200 --> 00:15:51,120 It's. Easy as it is, everything I get 317 00:15:51,120 --> 00:15:52,920 the word on authenticity start around. 318 00:15:52,920 --> 00:15:55,360 But I think fundamentally, yeah, you, you. 319 00:15:55,920 --> 00:15:59,640 I always say, you know, we Dollar Shave Club was one of the 320 00:15:59,640 --> 00:16:04,080 first brands we helped build. Consumers are smarter than you 321 00:16:04,080 --> 00:16:06,960 think. They know they're being marketed 322 00:16:06,960 --> 00:16:09,800 too. So like so if you look at like 323 00:16:10,280 --> 00:16:13,160 we treat the audience like they're in on it, like we don't, 324 00:16:13,400 --> 00:16:17,240 we know they know, we know that they know that the marketing and 325 00:16:17,240 --> 00:16:20,000 don't take, you know, don't take that, but also pick a position 326 00:16:20,440 --> 00:16:22,280 and own it and stand your ground. 327 00:16:22,600 --> 00:16:24,200 Don't waver. Don't. 328 00:16:24,320 --> 00:16:26,880 And just be OK with that because at the end of the day, as we all 329 00:16:26,880 --> 00:16:30,280 know, someone's going to hit you. 330 00:16:31,240 --> 00:16:34,240 And if you flinch on that reaction, like, you'll get 331 00:16:34,240 --> 00:16:36,080 destroyed, Yeah. I mean, that's something we've 332 00:16:36,080 --> 00:16:38,520 learned through you will posting all the time, always. 333 00:16:38,600 --> 00:16:43,680 There will be, I call it 2 to 4% of the population just loves to 334 00:16:43,680 --> 00:16:45,600 hate things well. What I say to Shreya is I'm 335 00:16:45,600 --> 00:16:47,880 like, the haters actually love you the most, of course, because 336 00:16:47,880 --> 00:16:49,160 they follow you. They're obsessed. 337 00:16:49,160 --> 00:16:51,080 With you and. They write the hater comment 338 00:16:51,080 --> 00:16:54,320 because you're 99% more likely. You're 100 times more likely to 339 00:16:54,320 --> 00:16:57,200 respond to the hate comment. And and you're fueling them by 340 00:16:57,200 --> 00:16:59,800 reacting, right? They're they're instigators. 341 00:17:00,040 --> 00:17:05,040 And so remember in high school, like you had, human nature 342 00:17:05,040 --> 00:17:07,720 doesn't change. Like you remember in high 343 00:17:07,720 --> 00:17:10,520 school, you had the instigators. Yeah, those people are now 344 00:17:10,520 --> 00:17:11,880 online. And they can just do it at 345 00:17:11,880 --> 00:17:13,520 scale. They will always exist. 346 00:17:13,520 --> 00:17:15,079 But if you ignore them, you ignore boys. 347 00:17:15,079 --> 00:17:16,720 Eventually they're just boys somewhere else. 348 00:17:17,359 --> 00:17:22,000 So, you know, life lessons, human nature doesn't change. 349 00:17:22,800 --> 00:17:24,800 That's why I love culture. Like the humans. 350 00:17:25,160 --> 00:17:27,680 We, we're like Maslow's hierarchy, like it's kind of 351 00:17:28,000 --> 00:17:31,480 everyone's pretty much selfish virtue signaling's upping, 352 00:17:31,880 --> 00:17:34,920 right? You just just know it and know 353 00:17:34,920 --> 00:17:37,800 that if you just admit that, you know that. 354 00:17:37,800 --> 00:17:41,480 I know that you know that, yeah, we're selfish people, right? 355 00:17:42,120 --> 00:17:44,320 We'll be OK. But if you pretend that that's 356 00:17:44,320 --> 00:17:48,240 not the way it is. I feel like you're kind of like 357 00:17:48,320 --> 00:17:51,200 the culture personified. What do you think about that? 358 00:17:51,960 --> 00:17:55,360 I you know, again, it goes back to not one thing is also in the 359 00:17:55,360 --> 00:17:59,640 same sense of like I have my opinions on things. 360 00:18:00,000 --> 00:18:05,400 I'm I'm willing to change my mind and be OK with it and 361 00:18:05,400 --> 00:18:12,200 update, but I believe what I believe, right, and pop culture 362 00:18:12,360 --> 00:18:15,880 is changed significantly, right? I think we live what's in the 363 00:18:16,560 --> 00:18:18,800 post truth world. There's no such thing as truth 364 00:18:18,800 --> 00:18:20,680 anymore. Doesn't there is literally no 365 00:18:20,680 --> 00:18:22,640 such thing as truth. Whatever you believe is what you 366 00:18:22,640 --> 00:18:24,120 believe. I can't change veggie otherwise. 367 00:18:24,480 --> 00:18:27,880 And there's multiple versions of the truth and it's all about 368 00:18:27,880 --> 00:18:32,920 perspective and and it's really fascinating about like how you 369 00:18:32,920 --> 00:18:36,280 get information now. There's so many channels to get 370 00:18:36,280 --> 00:18:37,600 the information that you actually wants. 371 00:18:37,600 --> 00:18:39,760 And the way the reason I say pop culture in a lot of ways is that 372 00:18:39,760 --> 00:18:42,040 the one I I actually don't think there's ever going to be a 373 00:18:42,400 --> 00:18:47,280 Madonna, Michael Jackson, Dre's like music anymore because your 374 00:18:47,280 --> 00:18:51,200 algorithm and my algorithms different for me listing. 375 00:18:51,560 --> 00:18:54,000 And so we do you guys anybody know what the number one song is 376 00:18:54,000 --> 00:18:55,520 this week? No, I. 377 00:18:55,520 --> 00:18:59,600 Literally like 2 last night, No, two days ago I played diet Pepsi 378 00:18:59,600 --> 00:19:03,000 for someone and you know the as in Ray song and he had never 379 00:19:03,000 --> 00:19:04,840 heard it before. And then I was like and then I 380 00:19:04,840 --> 00:19:06,840 played bed chem and he was like, I've never heard this song. 381 00:19:06,840 --> 00:19:09,840 I was like, huh, I was like who? I was like, who are you? 382 00:19:09,920 --> 00:19:11,240 Like, do we just have like different? 383 00:19:11,520 --> 00:19:13,880 Algorithms 0. Overlapping there was. 2000 I 384 00:19:13,880 --> 00:19:16,840 thought it was like 2000 songs. Last year I had a. 100. 385 00:19:18,000 --> 00:19:20,280 It's algorithm and I don't think it's funny. 386 00:19:20,280 --> 00:19:22,800 Think about how many artists you listen to today than you used 387 00:19:22,800 --> 00:19:25,560 to. Yeah, I don't think back 1015 388 00:19:25,560 --> 00:19:28,400 years ago you listen to like 10-15 artists. 389 00:19:28,400 --> 00:19:32,520 Now it's like 100 more and it's maybe one or two songs full 390 00:19:32,520 --> 00:19:33,760 albums. Nobody really listens to all 391 00:19:33,760 --> 00:19:35,320 albums anymore. There's a couple, right? 392 00:19:35,320 --> 00:19:37,120 But again, if you look at The Who they are, it's the big 393 00:19:37,120 --> 00:19:41,160 artists that were kind of pre breakout in Spotify. 394 00:19:41,360 --> 00:19:45,160 So you know Taylor dropped nine albums before Spotify, right. 395 00:19:45,160 --> 00:19:49,880 So like that's why but there won't be another text left and I 396 00:19:49,880 --> 00:19:50,680 just say. OK. 397 00:19:50,680 --> 00:19:52,760 I think we have time for one more question. 398 00:19:52,840 --> 00:19:54,480 OK. What are you most looking 399 00:19:54,480 --> 00:19:57,000 forward to for conference or like what is the most valuable 400 00:19:57,000 --> 00:19:59,720 part on this 2024? I've probably attended more 401 00:19:59,720 --> 00:20:02,920 conferences than probably anybody in Silicon Valley. 402 00:20:02,920 --> 00:20:05,320 And like what? Bold claim. 403 00:20:05,440 --> 00:20:05,880 Trust. Me. 404 00:20:05,880 --> 00:20:08,840 I'm talking like Mike Arrington Tech Crunch in his apartment 405 00:20:08,840 --> 00:20:10,640 when he launched Tech. Crunch every. 406 00:20:10,640 --> 00:20:15,320 Conference, Wall Street Journal, All things the Fortune, like 407 00:20:15,320 --> 00:20:18,880 literally, you know, Goldman Sachs Internet Conference. 408 00:20:18,960 --> 00:20:22,520 And it's really interesting, like the timing of conference, 409 00:20:22,520 --> 00:20:23,760 which started last year and this year. 410 00:20:24,720 --> 00:20:27,160 It's A next generation of conversations. 411 00:20:27,160 --> 00:20:28,960 It's always, it's always been about the people. 412 00:20:29,040 --> 00:20:31,160 It's always about like, you know, the late night 413 00:20:31,160 --> 00:20:34,320 conversations, the conversations at the bar, you know, we're in 414 00:20:34,320 --> 00:20:36,080 this room till 1:00 in the morning. 415 00:20:36,080 --> 00:20:37,520 It's like building these relationships. 416 00:20:37,920 --> 00:20:40,680 And what's interesting in Dallas, it's a little bit away 417 00:20:40,680 --> 00:20:44,200 from the noise. It's purposeful. 418 00:20:44,200 --> 00:20:46,600 People feel out here, you're going to spend time with them. 419 00:20:46,920 --> 00:20:50,480 Then I like the different perspectives of three Star 420 00:20:50,480 --> 00:20:54,760 Admiral to, you know, head of Snapchats and speaking right now 421 00:20:55,240 --> 00:20:58,000 or head of Discord and AI Insight. 422 00:20:58,000 --> 00:21:00,040 It's real, I think real conversations. 423 00:21:00,480 --> 00:21:03,440 And so like anything over the 20 years I've been attending, 424 00:21:03,720 --> 00:21:05,920 quote, tech conferences, it's about the people. 425 00:21:05,920 --> 00:21:09,600 So being my second year, it's nice to like have that familiar 426 00:21:09,600 --> 00:21:12,160 phrase of somebody met last year, maybe I spent 2 minutes 427 00:21:12,160 --> 00:21:16,320 saying hi, but like, we talked maybe 1520 minutes this time. 428 00:21:16,320 --> 00:21:19,040 And now I get to know them. And by next year, like it's 429 00:21:19,040 --> 00:21:21,520 cool. And I think fundamentally this 430 00:21:21,520 --> 00:21:24,080 goes back to being happy and wanting to help people. 431 00:21:24,760 --> 00:21:27,440 The the, the key to all conferences, if you do 432 00:21:27,440 --> 00:21:30,000 consistency and it's a great group, you fundamentally just 433 00:21:30,000 --> 00:21:32,720 want to help them because you're that means you're going to work 434 00:21:32,720 --> 00:21:34,560 together, which means this doesn't feel like work anymore, 435 00:21:34,560 --> 00:21:35,880 'cause I actually like hang out with you, yeah. 436 00:21:36,360 --> 00:21:39,520 Yeah, like building things with your friends is the best feeling 437 00:21:39,520 --> 00:21:41,440 ever, is the best feeling ever. And I think. 438 00:21:41,680 --> 00:21:45,480 What's great is like I met Emron, but when he first joined 439 00:21:45,480 --> 00:21:49,720 Snapchat, so Evan Speedball 1716 when he came to town, that was 440 00:21:49,720 --> 00:21:52,360 showed me an e-mail saying, hey, show them around town and it's 441 00:21:52,360 --> 00:21:55,560 like, well, all of it's just relationships 10 years in 15 442 00:21:55,560 --> 00:21:57,640 years in. I mean, I would say downstairs 443 00:21:57,640 --> 00:22:03,480 there's 20 people that I've known for 15 years, right, and 444 00:22:03,480 --> 00:22:06,880 some and a lot of new people that that I'm like, oh, I could 445 00:22:06,880 --> 00:22:11,160 totally see doing business with them or not, or just hanging out 446 00:22:11,160 --> 00:22:14,720 and learning, right. I'm learning about fastening of 447 00:22:15,400 --> 00:22:19,920 business earlier today about he's the largest mid spot owner 448 00:22:19,920 --> 00:22:21,400 in America. Oh wow. 449 00:22:21,680 --> 00:22:24,520 Like I love learning about this. Like to me, that's the other 450 00:22:24,520 --> 00:22:26,360 thing I'm learning about these businesses. 451 00:22:26,360 --> 00:22:30,080 It's like, OK, so now how how could I think about what's 452 00:22:30,080 --> 00:22:32,080 happening in his industry? Maybe there's a company we can 453 00:22:32,080 --> 00:22:34,280 build and invest in. I met a woman who runs all the 454 00:22:34,760 --> 00:22:38,520 NIL athletes. Yeah, super. 455 00:22:38,520 --> 00:22:41,280 I learned a ton. And it actually, I walked away. 456 00:22:41,280 --> 00:22:43,360 Like, I think I can build a business around what's happening 457 00:22:43,360 --> 00:22:45,120 in the industry. So for me, it's learning things 458 00:22:45,120 --> 00:22:49,200 that nobody else just talking about, but it's real big, huge 459 00:22:49,200 --> 00:22:50,840 industries. Yeah, the Silicon Valley 460 00:22:50,840 --> 00:22:52,960 generally kind of ignores. But I think with AI things 461 00:22:52,960 --> 00:22:54,520 changing you could build businesses around. 462 00:22:54,720 --> 00:22:56,480 I love it. That's perfect ending. 463 00:22:56,800 --> 00:22:59,080 Wow. I think that was one of the most 464 00:22:59,080 --> 00:23:01,880 candid conversations. Super changing. 465 00:23:01,920 --> 00:23:02,800 Yeah. Yeah. 466 00:23:02,800 --> 00:23:05,240 He just. Peter really just put it all out 467 00:23:05,240 --> 00:23:08,920 there, which I love. It was like kind of spicy at 468 00:23:08,920 --> 00:23:11,920 times. Really good advice. 469 00:23:12,240 --> 00:23:14,040 I I really enjoy that conversation. 470 00:23:14,040 --> 00:23:15,520 It's. Definitely spicy and we'll get 471 00:23:15,520 --> 00:23:17,680 to the takeaways right after this. 472 00:23:17,920 --> 00:23:19,600 Hey everyone. One quick break to share 473 00:23:19,600 --> 00:23:21,720 something special. Sisters Matcha. 474 00:23:22,000 --> 00:23:24,480 We've launched limited batches of ceremonial grade single 475 00:23:24,480 --> 00:23:27,600 estate, single cultivar matcha straight from the family farm 476 00:23:27,600 --> 00:23:30,080 Sheree worked on in Japan. It's pure, authentic, and 477 00:23:30,080 --> 00:23:32,960 crafted with intention. Head to Sisters matcha.com to 478 00:23:32,960 --> 00:23:36,080 grab yours before it sells out. Make matcha your daily ritual 479 00:23:36,080 --> 00:23:38,800 for lasting energy and focus. And I. 480 00:23:38,840 --> 00:23:42,360 Think I, I think it was also such a good conversation because 481 00:23:42,520 --> 00:23:44,520 he really made me feel comfortable. 482 00:23:44,800 --> 00:23:47,920 So then I was able to more like be myself, and then it was just 483 00:23:47,920 --> 00:23:50,960 like a very free flowing conversation, yeah. 484 00:23:51,160 --> 00:23:54,640 And I also think it's really best when a lot of the 485 00:23:54,960 --> 00:23:58,280 interviewees go into their personal backgrounds as, like, a 486 00:23:58,280 --> 00:24:00,240 way to set up the conversation because you can better 487 00:24:00,240 --> 00:24:03,840 understand, like, the context, how they grew up, how they think 488 00:24:03,840 --> 00:24:06,080 and what informs that. So I thought it was really 489 00:24:06,080 --> 00:24:10,400 powerful when Peter shared that, like, he basically grew up with, 490 00:24:10,440 --> 00:24:13,480 like, very little means and like a refugee. 491 00:24:13,600 --> 00:24:15,600 Yeah. I wrote down what he said. 492 00:24:15,600 --> 00:24:18,680 He literally said I was born in a refugee camp and grew up in 493 00:24:18,680 --> 00:24:22,080 what I considered the ghetto. Seven of us in a one bedroom 494 00:24:22,080 --> 00:24:24,640 apartment. He also said I rolled with a lot 495 00:24:24,640 --> 00:24:26,800 of gang bangers. I don't even remember. 496 00:24:26,800 --> 00:24:28,480 I don't know if you caught that part, I did. 497 00:24:28,480 --> 00:24:30,200 But I also didn't. I don't even really know what 498 00:24:30,200 --> 00:24:34,920 that means to be honest. Like he was doing illegal, 499 00:24:34,920 --> 00:24:38,520 nefarious things as a gang versus a gang. 500 00:24:39,040 --> 00:24:41,480 Oh, it's just like a, it's just like a way to say like gang 501 00:24:41,480 --> 00:24:43,880 members who are like doing bad things. 502 00:24:44,080 --> 00:24:47,200 But he said at the ages of 10:50, I was committing a lot of 503 00:24:47,200 --> 00:24:50,000 crimes. So he was a literal rule 504 00:24:50,000 --> 00:24:50,880 breaker. He was a. 505 00:24:50,880 --> 00:24:52,840 Rule breaker, Like were you a rule breaker as a child? 506 00:24:52,840 --> 00:24:55,320 He's like, let me tell you, committing some crimes. 507 00:24:58,280 --> 00:25:01,640 But I mean, I thought, I think it also goes to show, like, his 508 00:25:01,640 --> 00:25:05,080 background, how he grew up and how it informs who he is now 509 00:25:05,080 --> 00:25:06,880 and, like, how he sees the world. 510 00:25:07,280 --> 00:25:09,080 Yeah. Exactly, like not to 511 00:25:09,080 --> 00:25:12,640 psychoanalyze our new friend Peter Pham, but I do think that 512 00:25:12,640 --> 00:25:16,400 knowing his background, it makes so much sense why he is the way 513 00:25:16,400 --> 00:25:18,760 he is today. And like one of the things that 514 00:25:18,760 --> 00:25:21,000 really stood out to me is that OK? 515 00:25:21,000 --> 00:25:25,560 One, he said his self-proclaimed superpower, which I think is 516 00:25:25,560 --> 00:25:27,080 just one of his many superpowers, is. 517 00:25:27,080 --> 00:25:29,640 He said. I have a terrible memory, which 518 00:25:29,680 --> 00:25:32,400 means that if something bad happens to me, I don't remember 519 00:25:32,400 --> 00:25:36,520 it and I figure I'm not going to remember it anyway and so I'm 520 00:25:36,520 --> 00:25:39,040 just going to forget it, yeah. Memory of a goldfish. 521 00:25:39,440 --> 00:25:42,120 It serves people well. I mean, it seems like there's a 522 00:25:42,120 --> 00:25:45,400 bit of a trend in the conversations we've had in 523 00:25:45,400 --> 00:25:47,840 Season 3 with our guests where like a lot of them are just like 524 00:25:47,840 --> 00:25:51,160 have a short, like they're like have a short memory or if you 525 00:25:51,160 --> 00:25:54,320 don't have one already developed one, just like forget easily. 526 00:25:54,320 --> 00:25:58,040 So then you can move on and keep iterating, yeah. 527 00:25:58,440 --> 00:26:03,080 I think for Peter it also goes along with his kind of like Zen 528 00:26:03,440 --> 00:26:07,360 personality, which maybe is derived from his Buddhist 529 00:26:07,360 --> 00:26:10,000 background, which he also referenced. 530 00:26:10,520 --> 00:26:12,000 I do. See Peter as being like one of 531 00:26:12,000 --> 00:26:15,240 our more spiritual guests and like I hate using that word. 532 00:26:15,240 --> 00:26:17,040 I feel like it's like used overused. 533 00:26:17,280 --> 00:26:20,880 But like he talks about like meeting up with Buddhist monks 534 00:26:21,160 --> 00:26:24,240 literally. And also like what's for me will 535 00:26:24,240 --> 00:26:28,560 find me like kind of that mentality of like life is for 536 00:26:28,560 --> 00:26:32,400 living well. His advice for like who is it 537 00:26:32,400 --> 00:26:34,160 that I interviewed him, right? Oh yeah. 538 00:26:34,280 --> 00:26:37,920 His advice for his like 35 year old self or to other 35 year 539 00:26:37,920 --> 00:26:40,800 olds was remove wanting in your for life. 540 00:26:41,440 --> 00:26:45,000 Like if that's not like a Zen Buddhist saying I don't know 541 00:26:45,040 --> 00:26:46,920 what is wait. And then I don't know if you 542 00:26:46,920 --> 00:26:49,640 caught this. He literally said I have 543 00:26:49,640 --> 00:26:52,600 everything I I know. I saw, I heard you remember 544 00:26:52,640 --> 00:26:53,760 that. I was like, bro, that's 545 00:26:53,760 --> 00:26:55,400 literally the mantra of our matcha. 546 00:26:55,440 --> 00:26:58,680 That's literally. The sisters matcha mantra yeah 547 00:26:58,680 --> 00:27:02,480 printed on top of our can and the meaning like the idea behind 548 00:27:02,480 --> 00:27:05,920 that is that you say that mantra to yourself every single day 549 00:27:05,960 --> 00:27:08,840 while you're. Making the matcha, Yeah, yeah, I 550 00:27:08,840 --> 00:27:11,280 mean, it is. I mean, ours was not derived 551 00:27:11,280 --> 00:27:14,280 from like a Buddhist saying, but I do understand like where he's 552 00:27:14,280 --> 00:27:16,200 coming from, where he's just like, it's also not. 553 00:27:16,200 --> 00:27:17,880 Derived from Peter Pham. It's not derived. 554 00:27:18,000 --> 00:27:19,920 From and he was not a plant. We didn't ask him to see. 555 00:27:19,920 --> 00:27:26,360 No, no, but like not happiness is not wanting anything or 556 00:27:26,360 --> 00:27:29,480 expecting anything. I think that's damn, that's 557 00:27:29,480 --> 00:27:33,360 powerful. Well, that's like really evolved 558 00:27:35,360 --> 00:27:36,280 but. It goes. 559 00:27:36,280 --> 00:27:39,640 It also reminds me of VU trans episode where he's just like 560 00:27:39,640 --> 00:27:43,640 when you come from nothing. VU trans episode which is will 561 00:27:43,640 --> 00:27:46,120 be up here hopefully if I can figure out how to edit that in. 562 00:27:47,560 --> 00:27:51,440 If you come from nothing like you also want for nothing in a 563 00:27:51,440 --> 00:27:52,720 way. He didn't exactly say that, but 564 00:27:52,720 --> 00:27:54,520 that was my interpretation. He was like. 565 00:27:54,520 --> 00:27:56,720 If you come from nothing, then you're unafraid. 566 00:27:56,720 --> 00:27:58,600 You're unafraid. But then you also like Want for 567 00:27:58,600 --> 00:28:02,360 Nothing too, where it's just like it can't get that bad, you 568 00:28:02,360 --> 00:28:03,880 know? Like you've already seen how bad 569 00:28:03,880 --> 00:28:04,720 it can be. Yeah. 570 00:28:04,720 --> 00:28:07,560 Like you could take bigger risks because he's like, I knew what 571 00:28:07,560 --> 00:28:10,160 it was like to be at zero and nothing. 572 00:28:10,160 --> 00:28:13,160 So I'm not afraid of that. That also goes into like one of 573 00:28:13,160 --> 00:28:16,680 my takeaways is that like Peter in this episode, he's like, if 574 00:28:16,680 --> 00:28:20,320 you love what you do and you can do that every day, it's OK to 575 00:28:20,320 --> 00:28:22,680 give up a little. Like, and what he meant by that 576 00:28:22,680 --> 00:28:25,720 is that like you, he literally said you can move back in with 577 00:28:25,720 --> 00:28:28,080 your family, obviously, if you have that privilege to do so. 578 00:28:28,080 --> 00:28:31,920 But like some people, especially like some of my peers and 579 00:28:31,920 --> 00:28:35,560 friends, like when I talk to them and they like want to take 580 00:28:35,560 --> 00:28:39,240 risks and like do what they love and like leave their corporate 581 00:28:39,240 --> 00:28:41,520 9:00 to 5:00. But they're like so afraid. 582 00:28:41,520 --> 00:28:44,200 But like, I don't think they've actually gone through the 583 00:28:45,920 --> 00:28:48,040 analysis of, like, what's the worst that can happen? 584 00:28:48,040 --> 00:28:51,160 Like, you can move in with your family to, like, save money, but 585 00:28:51,160 --> 00:28:53,720 like, people won't even go there because they won't even consider 586 00:28:53,720 --> 00:28:55,960 that. So then they don't make the move 587 00:28:55,960 --> 00:28:57,720 to, like, leave their corporate 9 to 5. 588 00:28:57,880 --> 00:28:59,320 Does that make sense? Yeah, Yeah. 589 00:28:59,360 --> 00:29:02,480 Like he was one of the things he said he was like, if you really 590 00:29:02,480 --> 00:29:04,640 want to do something, you should give up. 591 00:29:04,920 --> 00:29:07,640 You should feel capable giving up certain things in order to 592 00:29:07,640 --> 00:29:09,960 achieve your goals. That's. 593 00:29:09,960 --> 00:29:12,840 Also, that means like living within your means below your 594 00:29:12,840 --> 00:29:15,760 means. It like requires sacrifice. 595 00:29:16,720 --> 00:29:23,120 Yeah, I, I, I do think that like more clearly and more directly 596 00:29:23,120 --> 00:29:26,040 than most of the other interviewers, it was very clear 597 00:29:26,040 --> 00:29:29,080 that he lives by his philosophies. 598 00:29:29,520 --> 00:29:33,240 Like everything that he said to us that was like either advice 599 00:29:33,240 --> 00:29:40,320 or like sort of his mantras, I was like, oh, I see very clearly 600 00:29:40,320 --> 00:29:41,880 that you're like living this yourself. 601 00:29:41,880 --> 00:29:44,280 You're not just like giving us advice that you're not doing 602 00:29:44,280 --> 00:29:47,560 every single day. Like, for example, he was like, 603 00:29:48,160 --> 00:29:52,320 my happiness is derived from making other people happy and 604 00:29:52,320 --> 00:29:56,040 like, empowering other people to be their best and to like build 605 00:29:56,040 --> 00:29:59,040 and contribute to the world. He was like, that's why I, 606 00:29:59,040 --> 00:29:59,920 that's what he does. Yeah. 607 00:29:59,920 --> 00:30:02,520 That's why I'm a like, that's why I'm a venture capitalist. 608 00:30:02,520 --> 00:30:05,440 That's why I started this incubator to help people build 609 00:30:05,440 --> 00:30:06,840 their companies. Totally. 610 00:30:07,560 --> 00:30:10,880 And I'm sure that, like, you know, he had to give up certain 611 00:30:10,880 --> 00:30:13,000 things to get to where he is today. 612 00:30:14,160 --> 00:30:16,880 Something that Peter said that really stuck with me is that you 613 00:30:16,880 --> 00:30:20,560 don't have to be the smartest at what you do, but you just have 614 00:30:20,560 --> 00:30:25,800 to be like the hardest working. I don't know quite remember the 615 00:30:25,800 --> 00:30:28,680 phrasing, but it was related to like the previous point where 616 00:30:28,680 --> 00:30:31,440 he's like, if you love what you do, you're going to be thinking 617 00:30:31,440 --> 00:30:35,520 about it 24/7. And that's even more powerful 618 00:30:35,680 --> 00:30:38,600 than like, you know, thinking about it from 9:00 to 5:00. 619 00:30:38,880 --> 00:30:40,720 So like, you don't have to be the smartest, but like you will 620 00:30:40,720 --> 00:30:43,040 be the hardest working just by putting more hours. 621 00:30:43,040 --> 00:30:45,560 Exactly. So it wasn't necessarily like be 622 00:30:45,560 --> 00:30:48,080 the hardest working. It was be the one that like 623 00:30:48,080 --> 00:30:51,240 cares about this the most. Choose to do something that you 624 00:30:51,240 --> 00:30:54,560 love and then the result of that is that you will, you'll 625 00:30:54,560 --> 00:30:58,280 naturally spend more time on that topic even when you're not 626 00:30:58,280 --> 00:31:00,400 technically working. Like you're going to be thinking 627 00:31:00,400 --> 00:31:02,880 about it all the time because it's the thing that you care 628 00:31:02,880 --> 00:31:05,760 about the most. So like it's like the natural 629 00:31:05,920 --> 00:31:09,640 2nd 3rd order effects of it is that you will be better than 630 00:31:09,640 --> 00:31:12,080 people who are treating it just as a regular. 631 00:31:12,080 --> 00:31:14,320 Job. Yeah, if you treat it as like a 632 00:31:14,320 --> 00:31:16,880 passion of yours. I mean, I do think that's like, 633 00:31:17,520 --> 00:31:19,080 if you love something, you will work. 634 00:31:19,080 --> 00:31:22,120 My interpretation is like you will work harder at it than 635 00:31:22,120 --> 00:31:24,960 anyone else. And what if you love? 636 00:31:24,960 --> 00:31:27,360 Money. What do you mean? 637 00:31:27,840 --> 00:31:29,960 Like what if you love money like. 638 00:31:29,960 --> 00:31:33,360 Making money, yeah. Then you will be working at it 639 00:31:33,560 --> 00:31:35,960 and thinking about it. I think that's actually, that 640 00:31:35,960 --> 00:31:37,680 can be a lot of people's motivations. 641 00:31:37,680 --> 00:31:40,880 And I don't think that's technically like a wrong thing. 642 00:31:40,960 --> 00:31:43,720 Yeah. I mean, depends on where it 643 00:31:43,800 --> 00:31:45,520 comes from. And perhaps seek therapy. 644 00:31:45,680 --> 00:31:48,720 But like, like, if you love money and that's your main 645 00:31:48,720 --> 00:31:51,560 motivator for whatever reason, like, you will figure out ways 646 00:31:51,560 --> 00:31:54,280 to make money and you'll be thinking about it 24/7. 647 00:31:54,640 --> 00:31:56,680 Yeah. It actually, I don't know why it 648 00:31:56,680 --> 00:32:01,240 randomly reminds me of this, but like 1 anecdote I remember 649 00:32:01,240 --> 00:32:05,520 reading at some point is that from a very young age, Kim 650 00:32:05,520 --> 00:32:08,840 Kardashian had always said I want to be famous. 651 00:32:09,320 --> 00:32:10,680 She's like, I'm going to be famous. 652 00:32:10,680 --> 00:32:13,240 Like, I think they're like video, like home video clips of 653 00:32:13,240 --> 00:32:17,320 her saying that when she was like 16 or 1517 years old and 654 00:32:17,320 --> 00:32:20,080 like, that was her driving motivator. 655 00:32:20,520 --> 00:32:23,400 And now, like, she is the embodiment of fame. 656 00:32:23,600 --> 00:32:27,160 She's like infamous for being famous, right? 657 00:32:27,480 --> 00:32:31,840 So it's kind of interesting. Like, that was her North Star, 658 00:32:32,240 --> 00:32:33,840 right? So that was what she did 659 00:32:33,880 --> 00:32:37,080 everything in her life to like achieve that. 660 00:32:37,720 --> 00:32:40,360 And now she's like the best at being famous. 661 00:32:40,360 --> 00:32:44,000 That's true. That's, that's interesting. 662 00:32:44,040 --> 00:32:45,920 Yeah. She, like you have define your 663 00:32:45,920 --> 00:32:49,480 North Star, and if you can think about it 24/7 because you like 664 00:32:49,480 --> 00:32:53,040 thinking about it and enjoy it it, you're all the more 665 00:32:53,040 --> 00:32:55,480 powerful, Yeah. It's kind of interesting if you 666 00:32:55,480 --> 00:32:58,720 like then try to like analyze all the things that she's been 667 00:32:58,720 --> 00:33:04,080 doing, like with that North Star in mind, like her, you know, 668 00:33:04,080 --> 00:33:08,560 getting involved in politics, like starting that PE slash 669 00:33:08,560 --> 00:33:10,640 investment fund. Like I feel like those are all 670 00:33:10,640 --> 00:33:14,480 things that would help her become more famous. 671 00:33:14,640 --> 00:33:18,120 Yeah, interesting. And also like increase her total 672 00:33:18,120 --> 00:33:23,240 addressable market of like where her name and her her brand is 673 00:33:23,240 --> 00:33:25,960 like considered in the room. Yeah. 674 00:33:26,520 --> 00:33:28,960 That woman should not be underestimated by anyone. 675 00:33:29,800 --> 00:33:33,640 I'm so impressed by her. Yeah, I'm truly, I'm truly 676 00:33:33,640 --> 00:33:35,320 impressed by her. I wonder if. 677 00:33:35,320 --> 00:33:37,280 Peter Pham would be impressed by her I. 678 00:33:37,600 --> 00:33:38,040 Think so? I won't. 679 00:33:38,040 --> 00:33:40,560 Speak for him, but. I mean, I think so because 680 00:33:40,560 --> 00:33:46,680 Peter, I feel like his his like brand is that he is the. 681 00:33:46,680 --> 00:33:49,040 Culture Yeah, you actually said that at one point. 682 00:33:49,040 --> 00:33:51,680 You're like, you are the culture and the way that I heard it was 683 00:33:51,680 --> 00:33:55,840 like capital T, capital C and the culture and I odd culture 684 00:33:55,840 --> 00:33:58,360 personified is maybe what I said or that's what I think right 685 00:33:58,360 --> 00:34:00,040 now. No, that's what he is because 686 00:34:00,040 --> 00:34:03,600 like he mentions he's like, yeah, this is what Reddit is 687 00:34:03,600 --> 00:34:06,200 for. Twitter slash X TikTok, YouTube, 688 00:34:06,320 --> 00:34:09,480 He like mentions all those social media platforms and how 689 00:34:09,480 --> 00:34:12,760 they're used. And I'm really impressed that he 690 00:34:12,760 --> 00:34:14,560 just like gets it. He's so fluent. 691 00:34:14,560 --> 00:34:17,159 He's. So culturally fluent, yes, he. 692 00:34:17,159 --> 00:34:21,000 Really understands. Which is kind of funny 'cause I 693 00:34:21,000 --> 00:34:24,800 don't think people talk about being culturally fluent and like 694 00:34:24,800 --> 00:34:29,000 being able to speak the language of all different generations, 695 00:34:29,520 --> 00:34:32,120 'cause he's probably what, in his 40s? 696 00:34:32,120 --> 00:34:34,320 He didn't say. I know he wouldn't say his age. 697 00:34:34,360 --> 00:34:36,679 You asked him how old he. Was and his response was Asian. 698 00:34:36,679 --> 00:34:38,080 Don't raise it. I'm like. 699 00:34:38,120 --> 00:34:39,760 That's true. That's true. 700 00:34:39,760 --> 00:34:46,080 So you're 60 what you're I feel like unknown, but like I feel 701 00:34:46,080 --> 00:34:50,120 like he's the type of person that could speak to a 10 year 702 00:34:50,120 --> 00:34:54,480 old just as easily he could as he could speak with like a 70 703 00:34:54,480 --> 00:34:58,640 year old skimmed a. Toiletries alpha Beta. 704 00:34:59,520 --> 00:35:03,920 I don't know Medicare, sorry. Yeah. 705 00:35:03,920 --> 00:35:05,080 I I. See that as well. 706 00:35:05,080 --> 00:35:08,760 Like he's able to transcend generations. 707 00:35:09,240 --> 00:35:13,520 And I think that's really cool because I hope to be like that. 708 00:35:13,520 --> 00:35:18,400 I aspire to be like that. But I wonder how it is. 709 00:35:18,400 --> 00:35:21,440 It can be advantageous in the professional world. 710 00:35:21,480 --> 00:35:23,800 And I'm sure that it is, but I kind of want to like analyze 711 00:35:23,800 --> 00:35:28,160 this a little bit more and like, is it viewed as advantageous 712 00:35:29,440 --> 00:35:32,640 like broadly in the professional world or is it looked down upon 713 00:35:32,640 --> 00:35:34,680 in some ways well? Do you know? 714 00:35:34,680 --> 00:35:37,640 What I mean, Yeah, it. Depends on what you do. 715 00:35:37,640 --> 00:35:40,160 I think for him, he's a startup incubator. 716 00:35:40,160 --> 00:35:42,520 He's a, you know, venture investor. 717 00:35:42,520 --> 00:35:46,280 He incubated liquid Death. Like, Liquid Death is the 718 00:35:46,280 --> 00:35:51,200 culture they, like, created this culture around hardcore water. 719 00:35:51,240 --> 00:35:53,360 Yeah. Like that did not exist. 720 00:35:53,360 --> 00:35:58,240 Like, imagine saying to yourself 10 years ago, yeah, my favorite 721 00:35:58,400 --> 00:36:03,200 drink brand is this really hardcore water, canned water. 722 00:36:03,200 --> 00:36:04,520 Also imagine. Sounds ridiculous. 723 00:36:04,520 --> 00:36:06,360 Imagine explaining that to a 70 year old. 724 00:36:06,920 --> 00:36:08,600 Yeah, that's. Interesting. 725 00:36:08,600 --> 00:36:11,360 Yeah, it's giving. Like why are you paying more 726 00:36:11,360 --> 00:36:13,080 money for jeans with holes in them? 727 00:36:14,560 --> 00:36:18,760 Wait, OK, I have to say this. So one of the infamous classes 728 00:36:18,760 --> 00:36:25,680 at HBS is a like marketing class that's taught by this really 729 00:36:25,880 --> 00:36:29,560 famous marketing professor and guru named Yung NI MU Love. 730 00:36:29,560 --> 00:36:31,800 Her OH. Yeah, I sat in her. 731 00:36:31,800 --> 00:36:36,480 Class and she has her podcast. Well, the it's not her podcast, 732 00:36:36,480 --> 00:36:39,400 but she's a podcast host. So you do know she Cherie came 733 00:36:39,400 --> 00:36:44,160 with me to class one one day, but one of the exercises that 734 00:36:44,160 --> 00:36:47,680 she made us or one of the assignments that she made us do 735 00:36:47,960 --> 00:36:52,840 as students in her class was to create a branded water. 736 00:36:53,400 --> 00:36:56,880 So like, everyone had to come in with their own idea of like, if 737 00:36:56,880 --> 00:36:59,760 you were to create a water brand today, what would it be? 738 00:37:00,320 --> 00:37:02,280 And like, why? Because like, water is 739 00:37:02,280 --> 00:37:04,840 technically like, a commodity, right? 740 00:37:05,040 --> 00:37:07,920 Right. Like, So what differentiates 1 741 00:37:07,920 --> 00:37:10,920 brand of water from another? Now I'm trying to think, was 742 00:37:10,920 --> 00:37:14,360 this before or after Liquid Death was created? 743 00:37:15,240 --> 00:37:17,880 It was definitely before it became super popular. 744 00:37:17,880 --> 00:37:20,480 Yeah. But it's so interesting how 745 00:37:20,480 --> 00:37:23,800 there's like room in the market for like 30 plus. 746 00:37:23,800 --> 00:37:27,360 I mean, I'm sure there's many more like types of water, but 747 00:37:27,360 --> 00:37:30,960 it's like water. Yeah, back to your question, 748 00:37:30,960 --> 00:37:35,960 Yeah, like Peter and like people like him who really deeply 749 00:37:35,960 --> 00:37:39,840 understand people and culture and their wants and their 750 00:37:39,840 --> 00:37:43,680 beliefs, Like that's how you create something, like out of 751 00:37:43,680 --> 00:37:45,000 nothing. Yeah. 752 00:37:45,080 --> 00:37:47,360 That's how you, like, redefine something. 753 00:37:47,360 --> 00:37:49,080 Yeah. For a. 754 00:37:49,080 --> 00:37:51,880 New generation, how you redefine culture, too? 755 00:37:51,880 --> 00:37:55,040 How you shape culture? I really like that. 756 00:37:55,040 --> 00:37:57,840 He said he's just like, yeah, I invest in culture. 757 00:37:58,120 --> 00:38:00,280 Of course I have to, like, be a part of the culture. 758 00:38:00,440 --> 00:38:04,520 And he also said he's just like, when you look at Liquid Death 759 00:38:04,840 --> 00:38:09,200 and you look into their comments section, do people treat the 760 00:38:09,200 --> 00:38:12,560 company like customer service or like a friend? 761 00:38:12,880 --> 00:38:15,480 And I was like, wow. I was just like, I know that 762 00:38:15,480 --> 00:38:17,440 there's things going on in that comment section. 763 00:38:17,440 --> 00:38:20,400 How do you know that comment section is like what makes the 764 00:38:20,400 --> 00:38:22,680 he lives? In the comments, the content, 765 00:38:22,800 --> 00:38:24,440 yeah. I thought that was really 766 00:38:24,440 --> 00:38:25,880 impressive. I was just like, I know that, 767 00:38:25,880 --> 00:38:27,680 Like, how do you know that? You know what I mean? 768 00:38:27,680 --> 00:38:31,080 Yeah, the comment section, is it the kind of unspoken or maybe 769 00:38:31,080 --> 00:38:33,840 now people are talking about it, but like it's kind of unspoken, 770 00:38:33,840 --> 00:38:37,240 like everyone like run runs to the comment section I. 771 00:38:37,240 --> 00:38:40,920 Haven't heard people speak about it in a more like professional 772 00:38:40,920 --> 00:38:45,120 like marketing, like branding moment. 773 00:38:45,320 --> 00:38:47,520 Yeah, like in a, in that sort of. 774 00:38:47,760 --> 00:38:52,080 Academic way, yeah. In maybe like two years or even 775 00:38:52,080 --> 00:38:55,440 less, there's going to be like a playbook that comes out that's 776 00:38:55,440 --> 00:38:59,400 like how to optimize your marketing, like comment LED 777 00:38:59,400 --> 00:39:02,400 marketing, right? It's going to be something like 778 00:39:02,400 --> 00:39:04,240 that. Yes and you know what like 779 00:39:04,240 --> 00:39:07,440 Duolingo is like the famous, famous case study, at least in 780 00:39:07,440 --> 00:39:09,840 like the the content that I consume and like the circles 781 00:39:09,840 --> 00:39:13,920 that I run in everyone like goes to Duolingo and they're like the 782 00:39:13,920 --> 00:39:16,840 person who did it, who's the social media marketing manager, 783 00:39:16,960 --> 00:39:20,560 you know has done it so well. Duo has this entire personality. 784 00:39:20,680 --> 00:39:24,760 So many like brands want to partner with her and the 785 00:39:24,760 --> 00:39:27,320 company. Although I've been seeing it on 786 00:39:27,320 --> 00:39:30,880 the counterpoint, it's like a balance because I've seen like 787 00:39:31,080 --> 00:39:34,800 now all all these airline companies have a voice of their 788 00:39:34,800 --> 00:39:40,800 own, you know, on X or threads like Delta, like Ryanair, Spirit 789 00:39:40,800 --> 00:39:43,320 Airlines, they kind of like clap back at each other and like 790 00:39:43,320 --> 00:39:45,160 United. But I'm like, this is kind of 791 00:39:45,160 --> 00:39:46,800 weird. Like I didn't I could see 792 00:39:46,800 --> 00:39:50,320 Duolingo being personified but I didn't need Ryanair and or 793 00:39:50,320 --> 00:39:53,320 Spirit Airlines or Frontier to be personified on X. 794 00:39:54,600 --> 00:39:55,320 Do you know? What I mean? 795 00:39:55,960 --> 00:39:58,840 This sounds like you're a little bit biased against these. 796 00:40:00,200 --> 00:40:02,720 But. Delta budget airlines, but Delta 797 00:40:03,200 --> 00:40:09,280 someone sounds a little bit little bit questionable. 798 00:40:09,480 --> 00:40:12,920 Well, in the airlines that you mentioned, No, I get what you 799 00:40:12,920 --> 00:40:13,840 mean. It's tipped. 800 00:40:13,840 --> 00:40:17,040 Too far and like OK the other day for example. 801 00:40:17,040 --> 00:40:18,680 Or it's not. It doesn't feel authentic. 802 00:40:18,680 --> 00:40:19,920 It's like going back to what he said. 803 00:40:20,440 --> 00:40:23,840 It doesn't feel authentic the Wendy like Wendy's. 804 00:40:23,840 --> 00:40:26,640 Does Wendy's need a persona on X? 805 00:40:26,760 --> 00:40:31,200 Like what is the persona of Wendy's and or Quaker Oats? 806 00:40:31,440 --> 00:40:35,040 Like I recently re threaded something that Quaker Oats 807 00:40:35,120 --> 00:40:36,320 wrote. So I'm I'm guilty. 808 00:40:36,320 --> 00:40:37,880 I'm like literally being a hypocrite right now. 809 00:40:38,040 --> 00:40:41,040 But I'm like, do we need Quaker Oats to be like on threads and 810 00:40:41,040 --> 00:40:44,480 on? XI mean they're trying, I know. 811 00:40:44,480 --> 00:40:46,600 I, I guess we can't fault them from trying, but I'm just like, 812 00:40:47,120 --> 00:40:48,720 I think the scale is kind of tipped the other way. 813 00:40:48,720 --> 00:40:50,120 I'm like a little bit annoyed now. 814 00:40:50,200 --> 00:40:51,600 I'm like, what are you guys doing here? 815 00:40:52,320 --> 00:40:54,880 I guess they're not. I think the difference is that 816 00:40:54,880 --> 00:41:00,360 they're not a like comment native brand, whereas like 817 00:41:00,400 --> 00:41:03,680 Liquid Death, for example, it feels like they were like born 818 00:41:03,680 --> 00:41:06,920 in the comments, you know, but like bringing him back to like 819 00:41:06,920 --> 00:41:09,880 exactly what he said. I just want to say like, I just 820 00:41:09,880 --> 00:41:15,360 want to reemphasize the like really like Bangor sentence, he 821 00:41:15,360 --> 00:41:18,880 said. So one was he said relationships 822 00:41:18,880 --> 00:41:20,600 last longer than customer service. 823 00:41:21,200 --> 00:41:23,800 That's like the power of the comments right in the comment 824 00:41:23,800 --> 00:41:25,040 section. That's where you like build the 825 00:41:25,040 --> 00:41:27,320 relationship. You have the conversation that 826 00:41:27,320 --> 00:41:30,920 are not they're not like goal oriented. 827 00:41:31,360 --> 00:41:35,480 They're not meant to like achieve a goal and they're not 828 00:41:35,480 --> 00:41:37,240 transactional. You're just kind of like 829 00:41:37,240 --> 00:41:39,480 shooting the shit. You're building a relationship. 830 00:41:39,480 --> 00:41:41,360 Yeah, it's. Connection building. 831 00:41:41,360 --> 00:41:42,960 Yeah, even. People who are not actually 832 00:41:42,960 --> 00:41:44,800 leaving comments, they're reading the. 833 00:41:44,960 --> 00:41:46,880 Yeah. So they feel like they're part 834 00:41:46,880 --> 00:41:48,840 of that conversation with the brand. 835 00:41:48,840 --> 00:41:50,400 Yeah. So that feels very organic. 836 00:41:51,000 --> 00:41:55,440 And then the other thing he said was customers are smarter than 837 00:41:55,440 --> 00:41:58,120 you think he was. Like at Liquid Death, we treat 838 00:41:58,120 --> 00:42:00,200 the audience like they're in on it, yes. 839 00:42:00,200 --> 00:42:03,040 I love this part so. Good, because you know what he 840 00:42:03,040 --> 00:42:06,280 says. After that, he goes, I know that 841 00:42:06,280 --> 00:42:07,800 they know that. We know that they know. 842 00:42:08,080 --> 00:42:09,720 Yeah, that. We're we're selling to them. 843 00:42:09,840 --> 00:42:13,800 Yeah, everyone knows we're marketing, but how do we make it 844 00:42:13,920 --> 00:42:16,120 fun? Like how do we make it something 845 00:42:16,120 --> 00:42:19,720 that everyone wants to participate in as opposed to 846 00:42:19,720 --> 00:42:23,960 being like the just the object of the marketing, like the 847 00:42:23,960 --> 00:42:26,160 subject of the marketing people want to be? 848 00:42:26,160 --> 00:42:30,080 In on it and okay, sorry to go back to Ryanair and bury 849 00:42:30,080 --> 00:42:31,920 Frontier. You know what it is. 850 00:42:31,960 --> 00:42:35,000 What pisses me off is that they were if they were actually in on 851 00:42:35,000 --> 00:42:39,080 it and we were in on it, they would own how shitty they are. 852 00:42:39,640 --> 00:42:43,440 Like they they would they would. Make jokes about how like, 853 00:42:43,920 --> 00:42:45,320 right? Yes they would. 854 00:42:45,320 --> 00:42:47,560 Repost all those things of people, sorry to interrupt. 855 00:42:47,560 --> 00:42:50,400 Like of people like wearing a million clothes, yes. 856 00:42:50,560 --> 00:42:54,680 They would be in on it be like, yeah, we do charge you like, you 857 00:42:54,680 --> 00:42:59,280 know, $45.00 a seat and bringing a bag a a checked bag will cost 858 00:42:59,280 --> 00:43:02,120 twice as much that yes, we, we realize how ridiculous that is 859 00:43:02,440 --> 00:43:03,640 and we're gonna keep doing theme. 860 00:43:03,680 --> 00:43:05,600 That would be their theme and they would like harp on it 861 00:43:05,600 --> 00:43:06,960 themselves and like they would be. 862 00:43:07,080 --> 00:43:11,840 In on it they would understand how messed up it is or like the 863 00:43:11,840 --> 00:43:14,000 trade off, but they're like, but we're giving you the cheapest 864 00:43:14,000 --> 00:43:18,080 seat available so wear all your clothes on your body like that's 865 00:43:18,080 --> 00:43:18,600 pretty. Good. 866 00:43:18,600 --> 00:43:20,680 That's why it bothers. Me because like they're not, 867 00:43:20,720 --> 00:43:23,640 they're missing the next layer of like they know that we know 868 00:43:23,640 --> 00:43:27,000 that they know that we know like they're only halfway there. 869 00:43:27,400 --> 00:43:30,160 Yeah, it's like, it's like Peter said, take a stance. 870 00:43:30,160 --> 00:43:35,520 Yeah, take a position, say the unsaid thing that everybody 871 00:43:35,520 --> 00:43:38,600 already knows or is already. Thinking like everyone like I 872 00:43:38,600 --> 00:43:40,600 will take, I took Spirit or Frontier like one of these 873 00:43:40,600 --> 00:43:44,080 budget airlines to go to Vegas with like my friends at GSB. 874 00:43:44,080 --> 00:43:45,800 But like, we did it because we knew it would be cheap. 875 00:43:45,800 --> 00:43:49,680 The only time she'll do it is when she flies with 400 other 876 00:43:49,680 --> 00:43:52,960 people. Lafaire, Faire Lafaire. 877 00:43:53,120 --> 00:43:55,520 She didn't have any bags. I didn't have single bags. 878 00:43:55,520 --> 00:43:57,120 No, she didn't even stay over. I didn't. 879 00:43:57,160 --> 00:44:01,600 Have a bag and perfect use case. Actually, yeah, they should. 880 00:44:01,600 --> 00:44:04,960 They should see, they should do like videos about that. 881 00:44:04,960 --> 00:44:08,560 Yeah, right. It's just like I don't. 882 00:44:08,560 --> 00:44:10,680 Want brands? To pretend that they're 883 00:44:10,960 --> 00:44:14,080 something that they're not like, just be like, just say what 884 00:44:14,080 --> 00:44:16,360 everyone else is thinking. And I think that'll get you much 885 00:44:16,360 --> 00:44:21,840 further than like Quaker Oats. What are you doing here? 886 00:44:22,880 --> 00:44:27,120 But does Quaker Oats need to take on like a Starkey persona? 887 00:44:27,120 --> 00:44:29,640 No. Please don't like they're 888 00:44:29,640 --> 00:44:31,440 already being snarky. I'm annoyed. 889 00:44:31,440 --> 00:44:34,000 I was just like stop. Being snarky OK, but if they're 890 00:44:34,000 --> 00:44:38,520 not snarky or like funny, then why do people want to like 891 00:44:38,520 --> 00:44:40,600 engage with them in in the comments like what are they 892 00:44:40,600 --> 00:44:43,520 going to do? Just post like really wholesome 893 00:44:43,520 --> 00:44:46,360 like puppy videos I. Don't know, I think they could 894 00:44:46,360 --> 00:44:51,640 start like like just start from first principles and be like, 895 00:44:51,640 --> 00:44:53,000 why do people even go to quicker roads? 896 00:44:53,000 --> 00:44:58,400 Like oh, it's a recipe. It's like like healthy do like 897 00:44:58,840 --> 00:45:02,600 recipe videos show how people can engage in your product and 898 00:45:02,600 --> 00:45:06,640 fun and creative ways like that is the content I'd want to see. 899 00:45:06,760 --> 00:45:09,200 OK is like I want to be inspired by it. 900 00:45:09,200 --> 00:45:11,160 I don't need them to like. Yeah. 901 00:45:11,160 --> 00:45:14,600 So like maybe if they were to do this like comment marketing, you 902 00:45:14,600 --> 00:45:18,080 know, campaign, they would then have like really positive 903 00:45:18,080 --> 00:45:20,880 encouraging comments and be like, I don't know. 904 00:45:20,880 --> 00:45:24,680 For some recipes or like in yeah yeah repost people yeah 905 00:45:24,680 --> 00:45:27,720 something. Like whatever, I don't know, 906 00:45:28,200 --> 00:45:30,080 like whatever. There's something like positive 907 00:45:30,080 --> 00:45:32,440 happening. They chime in and be like, oh, 908 00:45:32,440 --> 00:45:36,840 like this is like, so amazing. This made my day or I don't 909 00:45:36,840 --> 00:45:37,640 know. Yeah. 910 00:45:37,680 --> 00:45:38,800 I don't know. I'd have to think a little bit. 911 00:45:38,800 --> 00:45:41,320 They don't. Have to be snarky like like the 912 00:45:41,320 --> 00:45:44,040 same way that Duolingo is I think. 913 00:45:44,040 --> 00:45:46,120 Everyone's trying to be snarky these days and I'm like, it 914 00:45:46,120 --> 00:45:48,600 doesn't work. They're trying to like to 915 00:45:48,720 --> 00:45:57,200 literally execute the Duolingo like strategy versus taking that 916 00:45:57,280 --> 00:46:01,440 strategy and making it work for their brand. 917 00:46:01,520 --> 00:46:03,640 Exactly. Because Duolingo is like in a 918 00:46:03,640 --> 00:46:05,760 fun way, and I think they've done it brilliantly. 919 00:46:05,760 --> 00:46:08,280 So this is not a Ding on them or anything, but they're like 920 00:46:08,840 --> 00:46:11,800 snarky. They're like chaotic. 921 00:46:12,160 --> 00:46:16,360 They say the craziest things. They'll like, you know, retweet 922 00:46:16,360 --> 00:46:18,720 with like Dua Lipa and like they have this new aunt, like this 923 00:46:18,720 --> 00:46:22,280 ongoing like segment of like how Duolingo is like in love with 924 00:46:22,280 --> 00:46:25,280 Duo Lipa. Like it's like very about the 925 00:46:25,280 --> 00:46:26,960 cultural times. And that works for them, 926 00:46:26,960 --> 00:46:30,400 especially because their social media manager is like Gen. 927 00:46:30,400 --> 00:46:33,200 Z and like, gets it. But not everyone needs to do 928 00:46:33,200 --> 00:46:34,160 that. Yeah. 929 00:46:34,160 --> 00:46:36,240 It's. Giving Ariana, what are you 930 00:46:36,280 --> 00:46:38,840 doing here? It's actually it's quite tired. 931 00:46:40,600 --> 00:46:42,320 I still like that meme. No, no, no. 932 00:46:42,320 --> 00:46:45,240 No, I mean, the people are doing the Duolingo thing. 933 00:46:45,440 --> 00:46:46,880 It's getting, for me quite tired. 934 00:46:47,200 --> 00:46:49,640 Yeah. The final take away I had with 935 00:46:49,640 --> 00:46:53,360 this conversation with Peter is that he took the analogy of 936 00:46:53,360 --> 00:46:58,680 sports teams and why people are so bought in into their sports 937 00:46:58,680 --> 00:47:01,680 teams that they love, even though like if their sport team 938 00:47:01,680 --> 00:47:04,480 is not doing well when they get a win, they really feel like 939 00:47:04,480 --> 00:47:07,120 they're a part of the entire process. 940 00:47:07,120 --> 00:47:08,960 And so I don't know exactly remember the quote that he said, 941 00:47:08,960 --> 00:47:12,200 but like, people love supporting, you know, other 942 00:47:12,200 --> 00:47:16,040 ambitious, hungry, passionate people because they feel like 943 00:47:16,040 --> 00:47:18,280 they're a part of your success. Or if they can feel like they're 944 00:47:18,280 --> 00:47:20,440 a part of your success, they want to like, root for you 945 00:47:20,440 --> 00:47:23,240 because people don't get to feel like they're winning every day 946 00:47:23,840 --> 00:47:26,280 so they can live vicariously through your wins. 947 00:47:26,280 --> 00:47:27,680 And I was like. I had. 948 00:47:27,680 --> 00:47:31,880 Never thought about it that way but like the psychology of it 949 00:47:31,880 --> 00:47:34,400 makes so much sense. Totally. 950 00:47:34,600 --> 00:47:40,120 It's like if I contributed 5 percent, 10% or even like 1% to 951 00:47:40,120 --> 00:47:43,840 a person's win, then like you get to feel a part of it. 952 00:47:43,920 --> 00:47:47,400 And so then you get to feel like a little bit of joy and 953 00:47:47,400 --> 00:47:53,240 satisfaction and like positivity every day through what everyone 954 00:47:53,240 --> 00:47:56,040 else is doing as opposed to just to yourself. 955 00:47:56,240 --> 00:48:01,320 I mean, I think that's the idea that like of leverage, right? 956 00:48:01,400 --> 00:48:06,760 Say more, I think like a, a piece of feedback that a lot of 957 00:48:06,760 --> 00:48:10,240 like middle managers get as they're moving into higher 958 00:48:10,240 --> 00:48:14,760 management roles is like the number one, or this is at least 959 00:48:14,760 --> 00:48:17,880 one of the piece of feedback that I got is like the number 960 00:48:17,880 --> 00:48:21,000 one thing you need to focus on is increasing your leverage. 961 00:48:21,440 --> 00:48:24,480 So like if you're doing something or you're saying 962 00:48:24,480 --> 00:48:27,840 something instead of you just like having a direct effect on 963 00:48:27,840 --> 00:48:30,840 something, it should be like kicking off like 10 different 964 00:48:30,840 --> 00:48:34,080 work streams and like it'll have an effect on 10 people who then 965 00:48:34,080 --> 00:48:37,440 have an effect on 50 other people that ends up affecting 966 00:48:37,440 --> 00:48:40,080 like thousands and millions of people. 967 00:48:40,840 --> 00:48:44,600 I mean, that's, it's not exaggerated actually, when you 968 00:48:44,600 --> 00:48:48,000 work on a social media app, you know, hundreds of millions 969 00:48:48,000 --> 00:48:54,200 people use, but it's kind of like a, a version of that. 970 00:48:54,240 --> 00:48:56,360 That's what that's what it reminded me of. 971 00:48:56,400 --> 00:48:59,040 Interesting. That's such a interesting 972 00:48:59,040 --> 00:49:00,640 association. My brain did not go there at 973 00:49:00,640 --> 00:49:04,080 all, but I see that or like. That's a way that you can. 974 00:49:04,080 --> 00:49:06,560 Scale yourself, yeah. It's a way that you can sort of 975 00:49:06,560 --> 00:49:11,480 apply what Peter is saying, even if you don't work as AVC 976 00:49:11,480 --> 00:49:14,760 yourself and you're not an investor and you work in a 977 00:49:14,760 --> 00:49:16,680 corporate job, right? It's like increasing your 978 00:49:16,680 --> 00:49:19,760 leverage. Like how can you have more 979 00:49:19,840 --> 00:49:24,240 direct influence and more indirect influence at the same 980 00:49:24,240 --> 00:49:26,400 time? When Peter talked about that, it 981 00:49:26,400 --> 00:49:31,080 reminded me of our Matcha brand sisters Matcha and one. 982 00:49:31,080 --> 00:49:35,280 It's like super like grass rootsy in like how Jean and I 983 00:49:35,280 --> 00:49:38,360 are like in there in the comments and talking to people, 984 00:49:38,480 --> 00:49:41,840 responding to everything, but also in that like people want to 985 00:49:41,840 --> 00:49:43,120 feel like they're a part of something. 986 00:49:43,320 --> 00:49:46,280 Something that we started doing was writing the people, our 987 00:49:46,280 --> 00:49:50,480 customers names on our wall in our home, in our Home Office, 988 00:49:50,680 --> 00:49:53,560 just like every singles, every single person's name who's 989 00:49:53,560 --> 00:49:56,640 bought a sister's matcha. And it's like in a lot of our 990 00:49:56,640 --> 00:49:59,960 videos, their names are there, they're they're present like 991 00:50:00,120 --> 00:50:02,120 they're a part of the story you're. 992 00:50:02,160 --> 00:50:05,800 Yeah, you live with us. You live in our home. 993 00:50:07,000 --> 00:50:08,960 You're with us every day. Exactly. 994 00:50:08,960 --> 00:50:13,840 So I actually hadn't. Connected those two, but I'm 995 00:50:13,840 --> 00:50:17,480 like, oh, that's why, like I didn't, you know, we wanted to 996 00:50:17,480 --> 00:50:19,880 do it for a reason. But like this is like very 997 00:50:19,880 --> 00:50:22,000 concrete reason is that people want to feel like they're a part 998 00:50:22,000 --> 00:50:24,400 of something and when they can see their name, they're like, 999 00:50:24,560 --> 00:50:27,680 oh, I'm contributing and I'm part of this story. 1000 00:50:27,680 --> 00:50:29,840 The history of it all. Yeah. 1001 00:50:30,080 --> 00:50:34,080 And like, I think also they're connecting not just to like our 1002 00:50:34,080 --> 00:50:38,160 story of being sister Co founders, but also the fact that 1003 00:50:38,440 --> 00:50:42,320 our matcha is sourced from this family farm, like a really small 1004 00:50:42,440 --> 00:50:45,560 family farm in Wazuka, Japan. And we like talk about that 1005 00:50:45,560 --> 00:50:48,520 family farm too. And like how, you know, we're 1006 00:50:48,520 --> 00:50:52,240 really close to them and like how we are like basically 1007 00:50:52,240 --> 00:50:56,280 plugged into every single part of the production and creation 1008 00:50:56,680 --> 00:51:00,800 and everything. I think that's also part of it, 1009 00:51:01,240 --> 00:51:02,360 right? Like I don't feel like we're 1010 00:51:02,360 --> 00:51:05,760 just doing it for ourselves. I feel like we kind of have a 1011 00:51:05,760 --> 00:51:10,640 higher purpose in in doing this, this company, right, aside from 1012 00:51:10,640 --> 00:51:13,920 the fact that it is like the best, healthiest, most amazing 1013 00:51:13,920 --> 00:51:15,680 matcha that you can buy pretty much. 1014 00:51:16,720 --> 00:51:19,840 And I'm like very proud of and stand behind the product like 1015 00:51:20,160 --> 00:51:22,280 it's, it's more than just a product. 1016 00:51:22,320 --> 00:51:25,280 Yeah, which is I think interesting going back to the 1017 00:51:25,280 --> 00:51:29,160 differentiation of water, like this is the differentiation of 1018 00:51:29,160 --> 00:51:29,920 matcha. Yeah. 1019 00:51:29,920 --> 00:51:32,360 Like part of what makes our matcha special is like, 1020 00:51:32,560 --> 00:51:36,680 obviously it tastes good, the health benefits and it's like, I 1021 00:51:36,680 --> 00:51:38,400 mean. It's ultra premium. 1022 00:51:38,400 --> 00:51:40,840 It's like the top of the top, like all that stuff, yes. 1023 00:51:40,840 --> 00:51:43,880 But then in addition to that, like there is this story of this 1024 00:51:43,880 --> 00:51:46,160 family farm that we are connected with and we're 1025 00:51:46,160 --> 00:51:49,320 sourcing from that like other matcha companies on a much 1026 00:51:49,320 --> 00:51:53,480 larger scale, like much bigger than us, they don't have the 1027 00:51:53,480 --> 00:51:55,840 same ties to that. And if they're doing some like 1028 00:51:56,080 --> 00:51:59,040 larger scale farming, like it's definitely not the same. 1029 00:51:59,080 --> 00:52:02,040 It's so different. There's a heritage to it. 1030 00:52:02,040 --> 00:52:04,040 Yeah. I mean, yeah, it's like the same 1031 00:52:04,040 --> 00:52:10,080 reason why, you know, you can have one handmade leather bag 1032 00:52:10,080 --> 00:52:13,880 that's made in France that's maybe like $150.00 and then you 1033 00:52:13,880 --> 00:52:18,360 can have a handmade Hermes bag which is $6000 or, you know, 1034 00:52:18,360 --> 00:52:22,720 $150,000. Like it's the heritage behind 1035 00:52:22,720 --> 00:52:28,760 the story of that house that is so well known. 1036 00:52:28,760 --> 00:52:33,400 They've done such a good job of telling the story of that Maison 1037 00:52:33,400 --> 00:52:37,200 over time, that that is their competitive advantage. 1038 00:52:37,200 --> 00:52:41,760 That's why they're the like, 800 LB gorilla in, you know, luxury 1039 00:52:41,760 --> 00:52:43,960 handmade leather goods. Yeah. 1040 00:52:44,200 --> 00:52:45,520 I'm. Honestly, I think we should do a 1041 00:52:45,520 --> 00:52:48,040 better job. We could do a better job of 1042 00:52:48,040 --> 00:52:52,680 telling the story behind it. I mean, I think it's like, I 1043 00:52:52,680 --> 00:52:54,480 don't know how much people I care. 1044 00:52:54,480 --> 00:52:57,000 About it. I care so deeply about it, but I 1045 00:52:57,000 --> 00:52:58,360 don't know. I it's interesting. 1046 00:52:58,480 --> 00:52:59,680 Let us know. Let us know. 1047 00:52:59,680 --> 00:53:00,920 Do you care? Yeah. 1048 00:53:01,080 --> 00:53:06,000 Like, does it make a difference for you in the consumables that 1049 00:53:06,000 --> 00:53:09,480 you purchase when you know the story behind it and when, you 1050 00:53:09,480 --> 00:53:13,400 know, like, literally the people who are doing the source saying, 1051 00:53:13,400 --> 00:53:15,600 the people who are doing the vetting and everything, like, 1052 00:53:15,600 --> 00:53:20,280 you can see their faces and hear from them and, like, see the 1053 00:53:20,280 --> 00:53:22,120 process, too. Yeah. 1054 00:53:22,120 --> 00:53:26,520 I wonder what you so when I used to work at LinkedIn, something 1055 00:53:26,520 --> 00:53:30,680 we would call like the aha moment is like when do people 1056 00:53:30,680 --> 00:53:33,720 start like realizing that LinkedIn learning is like, oh, 1057 00:53:33,920 --> 00:53:35,360 is a product that works for them. 1058 00:53:35,840 --> 00:53:37,920 What is the aha moment? Did you ever call it that? 1059 00:53:38,520 --> 00:53:39,920 Especially during like onboarding? 1060 00:53:39,920 --> 00:53:42,280 Since I worked on onboarding in my first few years, It's like 1061 00:53:42,280 --> 00:53:45,440 what is the first experience that a user goes through or I 1062 00:53:45,440 --> 00:53:47,240 guess. It's like is another way to put 1063 00:53:47,240 --> 00:53:51,480 it, like what is the day or the moment that they end up 1064 00:53:51,480 --> 00:53:54,960 retaining? Like they become like a lifelong 1065 00:53:55,120 --> 00:53:57,280 customer. That they end up like getting 1066 00:53:57,280 --> 00:53:59,560 it. And like the whole point is that 1067 00:53:59,560 --> 00:54:02,360 like for retention and growth, you're supposed to shorten the 1068 00:54:02,360 --> 00:54:06,360 time to getting to the aha moment for users. 1069 00:54:06,360 --> 00:54:09,760 And so something that I've seen and I've actually felt myself is 1070 00:54:09,760 --> 00:54:13,560 that like when Dean and I, you know, travel, we go on vacation, 1071 00:54:13,560 --> 00:54:16,800 we do a lot of Airbnb experiences and like the aha 1072 00:54:16,800 --> 00:54:19,680 moment for me and I've seen for other people is like, like when 1073 00:54:19,680 --> 00:54:22,040 they get to experience something themselves. 1074 00:54:22,280 --> 00:54:25,560 So like when I was working on the matcha farm, we used to have 1075 00:54:25,560 --> 00:54:28,600 like guests come in and go on a tea farm tour. 1076 00:54:28,800 --> 00:54:33,000 And like, I mean, it's the second that they're on the farm. 1077 00:54:33,040 --> 00:54:36,800 They hear from our our manufacturer, like our, our 1078 00:54:36,800 --> 00:54:42,000 source Daikisan, the farmer, the head farmer, they hear about his 1079 00:54:42,000 --> 00:54:44,040 story. They see the farm, they taste 1080 00:54:44,040 --> 00:54:46,440 it. They understand how much craft 1081 00:54:46,520 --> 00:54:49,800 and care goes into like every single freaking cup. 1082 00:54:50,040 --> 00:54:53,800 Like, that's an aha moment. And I would say the bar is quite 1083 00:54:53,800 --> 00:54:55,720 high to get there. Like you got to go to Japan. 1084 00:54:55,720 --> 00:54:58,600 If you're, you know, outside of Japan, you got to travel there. 1085 00:54:58,760 --> 00:55:00,440 You got to go to the countryside. 1086 00:55:00,640 --> 00:55:02,360 You got to go on this tea farm tour. 1087 00:55:02,360 --> 00:55:03,920 You have to allocate a lot of time to it. 1088 00:55:04,160 --> 00:55:07,080 Is there a way to get users and customers to the aha moment 1089 00:55:07,080 --> 00:55:08,320 without actually having to do that? 1090 00:55:08,560 --> 00:55:11,160 Yeah. How do you translate that for 1091 00:55:11,280 --> 00:55:17,200 the masses? How do you Yeah, how do you can 1092 00:55:17,200 --> 00:55:21,400 you? I think, I mean, we've done it a 1093 00:55:21,400 --> 00:55:25,560 little bit of like the content that we create on the farm and 1094 00:55:25,560 --> 00:55:29,960 like telling the story of the farm, but how can you do it in a 1095 00:55:29,960 --> 00:55:33,040 more like visceral manner? We need. 1096 00:55:33,040 --> 00:55:36,480 To make a documentary, we need to go back to the farm. 1097 00:55:36,480 --> 00:55:38,120 This is where we go. Back to the farm. 1098 00:55:38,240 --> 00:55:40,440 Yeah, make a documentary. We are going to go. 1099 00:55:40,440 --> 00:55:42,080 Back to the farm for harvest season. 1100 00:55:42,080 --> 00:55:43,720 Exactly. So yeah, I mean, like, guys, we 1101 00:55:43,720 --> 00:55:46,400 like, we walk the walk. We're not just like talking to 1102 00:55:46,400 --> 00:55:47,000 talk. Yeah. 1103 00:55:47,000 --> 00:55:51,400 We're going back in May 2025. If you'd like to join us, we 1104 00:55:51,400 --> 00:55:55,080 have a trip, a group trip with you guys. 1105 00:55:56,200 --> 00:56:01,880 We have 15 spots total and I think around we have like 3 1106 00:56:01,880 --> 00:56:04,240 spots left. So if you'd like to come with us 1107 00:56:04,240 --> 00:56:06,880 to Japan in May of 2025, travel with us. 1108 00:56:07,560 --> 00:56:11,040 We are going to Tokyo Mount Fuji, which we've both never 1109 00:56:11,040 --> 00:56:13,720 been to before. We're visiting a tea farm in 1110 00:56:13,720 --> 00:56:16,320 Shizuoka, a different part of Japan that we've also never been 1111 00:56:16,320 --> 00:56:17,200 to before. It'll. 1112 00:56:17,360 --> 00:56:20,440 Be fun to see a different tea farm yeah, I'm very interested 1113 00:56:20,440 --> 00:56:23,400 in it yeah, because they have different farming methods yes, I 1114 00:56:23,400 --> 00:56:24,480 was just. About to say that it's a 1115 00:56:24,480 --> 00:56:26,800 different landscape, yeah. Completely. 1116 00:56:26,800 --> 00:56:30,640 In Shizuoka, it's not as mountainous as Kyoto, right. 1117 00:56:30,640 --> 00:56:34,320 So they can use tractors versus our mantra comes from an area 1118 00:56:34,320 --> 00:56:37,040 where it's too like hilly to actually use tractors. 1119 00:56:37,040 --> 00:56:40,320 So that's why everything is done in very small batches and by 1120 00:56:40,320 --> 00:56:42,600 hand, yeah. We will have a link in our 1121 00:56:42,600 --> 00:56:45,200 description if you guys would like to join us for that trip 1122 00:56:45,280 --> 00:56:48,200 and we would love to have you. Yes. 1123 00:56:48,360 --> 00:56:53,400 Anyway, so Peter Pham, I mean, you know, it was a great 1124 00:56:53,400 --> 00:56:56,880 conversation because it relates. To our lives in so many 1125 00:56:56,880 --> 00:56:59,440 different ways yeah, it just. Made us think so much, Yeah. 1126 00:56:59,520 --> 00:57:03,440 Like, it LED us to have these like really deep conversations 1127 00:57:03,560 --> 00:57:06,280 even though he's not here. But like off of the back of his 1128 00:57:06,280 --> 00:57:08,880 like quotes, he's. Good, that man. 1129 00:57:09,000 --> 00:57:10,200 He's good. I know. 1130 00:57:10,200 --> 00:57:11,840 We should. Maybe we should get him back. 1131 00:57:12,480 --> 00:57:15,400 Wait, we should. I feel like he would have so 1132 00:57:15,400 --> 00:57:17,480 much more to say. Yeah, this was like only like a 1133 00:57:17,480 --> 00:57:19,400 20 minute interview. We should do a longer one with 1134 00:57:19,400 --> 00:57:20,960 him. Yeah, guys, let us know. 1135 00:57:21,480 --> 00:57:25,360 If you'd be interested in a Part 2 with Peter and then maybe we 1136 00:57:25,360 --> 00:57:27,600 can convince him to come back onto the pod. 1137 00:57:28,400 --> 00:57:31,160 Thank you guys so much for tuning in to this episode of The 1138 00:57:31,160 --> 00:57:34,680 Tiger Sisters. Please remember to like, comment 1139 00:57:34,680 --> 00:57:37,600 and subscribe. And if you're listening to this 1140 00:57:37,600 --> 00:57:41,800 episode on Apple Podcast or Spotify, please give us a five 1141 00:57:41,800 --> 00:57:44,400 star review. It only takes a few seconds and 1142 00:57:44,400 --> 00:57:47,240 it means the world to us. Thanks guys. 1143 00:57:47,240 --> 00:57:49,360 We'll see you next time. Bye.