#217 - AI Marketing, SEO & AEO: How to Scale a Business in the Age of AI | Gilad Bechar

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If someone starts their day and coming as
a designer and coming

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and starting their day in within
Photoshop,

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they are probably starting in the wrong
tool.

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All right, you all. Hey, welcome back to
another ~ awesome

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and interesting episode today.

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when you talk to somebody that's just
brilliantly smart,

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you don't know if they're a scientist,

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if they're a physicist, but what happens
now in 2026,

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they usually end up being in tech.

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And so I'm pumped about the conversation
today.

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Today's guest is Gilad Bashar.

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He's the founder and CEO of Moburst,

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a global digital growth company that has
worked with brands like Google,

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Uber, Samsung, and Reddit.

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Galod built Moburst from a mobile
marketing startup into a global company,

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but along the way learned firsthand that
rapid growth can create

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its own problems and sometimes requires
making difficult decisions to rebuild.

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So now with an eleven point eight million
dollar investment,

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congrats, and a growing acquisition
strategy,

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GLAD's entering a new phase of growth.

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So today we're going to talk about
building,

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scaling, and what happens when growth gets
ahead of you.

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So, Gulad, welcome to the Nessary
Entrepreneur Man.

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Thank you so much. Pleasure to be here.

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Yeah, man. So ~ let's just ~ get it right
here off the rip.

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Like what happens when growth gets ahead
of you?

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Let let's hear about your story and what
growth looks like.

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And then sometimes if you outpace and
outgrow yourself,

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what that looks like, what happens to the
business?

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So I think so many entrepreneurs have gone
through this,

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but a lot wave the white flag and call it
a day and move on to something else.

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You haven't done that. So what's it what's
been your experience?

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What's this thing look like when it just
gets going too fast

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and maybe the infrastructure's not keeping
up?

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Wow, ~ it's a great question. I think that
like ~ a lot of different pieces

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are coming together in a place where you
find product market fit

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and then things actually starting to go in
the right direction,

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so to speak, but then on that right
direction you need to start supporting

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so many additional clients, so many
additional needs,

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so many additional

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a fast pacing ~ decisions that you may
need to make today because just like

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the success came through, it can also go
on the other direction if

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you are not servicing them well and there
if they're not getting the right type

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of value or results that you kind of
promised to those class customers when
they

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came in. So ~ I think like it's a lot of
different elements are

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how you're dealing with the employees on
on those,

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you know, very stressful moments about,

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hey, you know what? We need now to onboard
another six accounts that

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are massive that actually requires us to
have like

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It's in the same size of the last three
years of of of getting those

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new clients on on on on the pace and doing
it now in a in a co in a order

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of let's say two months, that's very,

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very stressful. Like think about your
workload that now you need to kind

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of start doing double of what you've done
before.

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Then how do you actually use technology in
order to be able to enable

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you to do that, but still in the same
level of quality?

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So it's it's never easy.

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I think that we're hiring like crazy.

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We're trying to get as many ~ of those
positions filled out,

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but I know that that also takes time.

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It's not just bringing on brilliant people
on board.

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It's also how you are recruiting them,

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how you're actually training them,

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how you're actually giving them the right
support,

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how the management actually have the time
to attend to them,

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to actually give them the the the time
that they need in order to understand

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who we are, how we operate. Even if you
are bringing someone from another company

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that is very similar to you, ~ that have
ten years of experience.

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We do things in a different in a different
way.

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And and and you know, each and every
company ~ might find talent that

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is doing whether it's on the engineering
side,

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whether it's on the ~ design, on the
marketing,

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on whatever type of of a field,

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but you have a bit of a different type of
of a flavor of DNA and a a

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bit of a different flavor of how you're
actually ~ executing things,

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and all of those things takes time to
absorb,

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to understand, and also how to function in
that in that level.

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I feel like ~

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with you know ~ rapid growth, a lot of
times there we there could be burnout,

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there could be ~ a lot of ~ frustrations
for things that saying,

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hey, you know what? When it we've done it
in this scale,

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that's okay that it's get ninety percent
there and not one hundred percent there.

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But once you scale that to a very amo ~
big amount,

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like seventy new clients a year,

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you're saying, ~ okay, wait a minute,

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on the B2B side, with if those are very
big clients that are coming on board,

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It's not like ~ okay, fake it till you
make it on a small scale.

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Like it it's something that every single
one of those clients could become

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a behemoth that that would actually make a
big,

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big impact on your revenue stream,

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on the potential of of continuum scaling
up,

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on so many other things, and and you want
to get it right with each and every

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one of them. So things that are not fully
buttoned up,

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we find ourselves saying, Hey,

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you know what? We actually need to go on
more on the on the side of making more ~

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stress testing not just on the QA side of
of of deliverables and things

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of that nature, but how do we make sure
that the value that we actually bring,

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like all the way to the to the KPI of what
the client actually signed us for?

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Like they they took us because of not that
deliverable or that capability,

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but they want to get that impact.

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How do you measure that impact?

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And a lot of times it's like related to
other teams of that client and and then we

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access and and lots of things that you're
saying.

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We solve it in those six systems,

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but they're actually using a seventh
system that we didn't plugged in just yet.

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Now how can we do that in the middle of
three days and not three months

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of of of connecting more dots and
connecting to more APIs and like so ~

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a lot of stress, a lot of fun doing it and
building it and seeing the

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the you know the the the hockey stick.

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That's beautiful thing to see.

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~ But we made so many mistakes along the
way and you know we keep on trying to
patch

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Every single one of those holes and how
can we learn extremely fast?

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It's okay to fail, but fail fast.

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So we'll see what we need to change and
what we need to pivot and what walks,

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what doesn't work, and being very
transparent with the client saying,

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listen, guys, this is solved. I we know
that that's solid.

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But in this part, it's not quite there
yet.

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We are giving you the best engineers that
we have today,

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the best team that we have to to solve it.

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But ~ we know what we're doing really
well,

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and we know also what is still in the
making.

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This is better. It's not it's it's not
full production just yet.

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And we are very transparent on that from
the get go with clients,

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so we are setting expectations with
something we don't want to promise the
world.

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We want to underpromise and over deliver
on every single thing that we do.

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What do you is there something special
about 2026 versus 2013 when

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you started the business? We'll talk about
the transition and how it's

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a different business, but is there
something so three ways.

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Is there something special now that makes
it better?

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Is it drastically different, the
fundamentals of running a business,

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even with tech, or is it pretty much the
fundamentals are the same?

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I think that the expectation in 2026 is
that everything is easier.

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~ and I think that that's something like
when you know that it used to take you,

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you know, 10 months to build a new mobile
app,

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for example, okay, or a feature in a
specific system or what have you.

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and now you know that hey, I can go to
Cloud,

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I can prompt it. How hard could it be?

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Okay, within a day or two, I have a demo.

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The demo looks beautiful.

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How easy how easy it is to just take it to
production and l and use it?

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~ so I think that the expectation from
both clients and and and even for

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me to my employees ~ is very different.

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Like it used to take, okay, two weeks now
doing the research and then another three

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weeks of doing the planning and then
another four weeks of starting with

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the version number one, like and and and
going like that.

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And

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And you say, hey, you know what?

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If I'm now using cloud code or I'm using ~
you know so many systems that

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you have today, whether it's ChatGPT,

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Gemini, Perplexity, Cloud, at the end of
the day,

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you find the tools that are benefiting you
to do to do that in the

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in the fastest pay pace. And and you
expect things to do to be done in a very,

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very quick turnaround time. ~ and then a
lot of times you're getting things that

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are have baked. ~ it sounds good,

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it looks good, but then now we want to
start test stress testing it.

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And no one actually built all of the
framework around around it.

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A lot of things that look really good on
the paper,

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and then you're saying, okay, let's start
using it.

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And you start you want to start using it,

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but then when you plugged it over there,

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it makes strange errors or hallucinations
or things that saying,

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you know what, like for these cases it's
fantastic.

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For those cases, it it it doesn't cut the
like

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You know, you're you're you're like a
chef.

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You're tasting every single one of those
dishes.

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Some of them taste good, some of them are
too salty or too too and and

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you need to change the recipe and and and
to see how how it will actually

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~ come all the way. And I feel like
because so many u people

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are using the shortcuts, ~ the expectation
is okay,

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if I now need to know to create another
video,

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~ it used to be okay to take two months or
three months to create a video.

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It it was the expectation when you're
walking with good people,

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designers, our directors, copywriters,

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all

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Yeah, there is a process. We need to write
the the brief.

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We need to write the the the storyboard,

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we need to design that storyboard.

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Now we need to start doing animation,

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like it i every single one of those things
and then narration and voiceover,

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what have you. But now, hey, I can prompt
it within within Gemini.

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~ Nana Banana knows how to do that,

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or or use ~ whatever other model that
basically gives you the ability to

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do up to fifteen seconds, up to thirty
seconds,

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and then just patch those pieces together.

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~

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So I feel like the expectation of
everything is like we need it right here,

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right now, and the expectation is going to
be done within a day or two.

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~ so everything becomes so much more
hectic because on one hand you know that
it's

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possible, like on the technology allows
you to do that,

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but will it allow you to do that in the
standard,

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in the the quality that you want?

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Not necessarily. And you need to harness
it in from so many different ways

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of how to give it the context,

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how to give it. So I feel like the the the
the business challenge of of today.

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It's like understanding what are the
things that we want to do on a fast track

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and we have to do on a fast track.

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There is no other way. And what are the
things that actually require more time?

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And that's okay to actually wait another,

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you know, few weeks ~ to actually get
resolve it well.

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~ and that's kind of the constant balance
that is so different.

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You know, in 2013, you're saying that
you're about to develop a new product,

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everyone will expect that it will take you
six months to 12 months till that product

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is is is ready. And nowadays, in the pace
of today.

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It can be done in a matter of a few weeks
if you want to do a beautiful demo of it.

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How deep it will be built? Not necessarily
as deep as you want,

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but the demo looks beautiful. And then why
the hell do the does does it need

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to take six months, twelve months?

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Why are they so slow? They're not using
AI.

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They don't know why. And and it's exactly
the opposite.

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Like we use it so intensely that we know
exactly that if you are using just

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all of those shortcuts, it can save you a
massive amount of walk.

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Don't get me wrong. But it doesn't get

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~ everything right there and then those
mistakes can cost you a fortune

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if you don't plug them in and if you don't
kind of give it the the structure that

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it needs in order to do ~ the things that
you want it to do.

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So ~ the expectations are very different
in the business world today.

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So how do you approach pricing in the new
environment?

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So if we can do everything in let's say
20% of the time that in 2013,

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or even 10% of the time or 5% of the time,

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the value hasn't changed of the
deliverable.

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So how are we pricing it?

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That's one of the hardest questions I
think that every single business today

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00:11:31,119 --> 00:11:34,840
is is is is thinking about because on one
end,

224
00:11:34,840 --> 00:11:38,191
~ the old pricing made sense for the
world,

225
00:11:38,191 --> 00:11:39,691
right? In two thousand four twenty four,

226
00:11:39,691 --> 00:11:41,952
twenty twenty five, you sold those
packages.

227
00:11:41,952 --> 00:11:47,143
They were actually agreed on and that was
based on amount of hours that that team

228
00:11:47,143 --> 00:11:49,984
was supposed to work on that in order to
deliver you that deliverable.

229
00:11:49,984 --> 00:11:53,115
so okay, I need to create your UPSO
optimization report,

230
00:11:53,115 --> 00:11:55,366
what have you. Okay, so there is fifty
hours for research,

231
00:11:55,366 --> 00:11:56,686
fifty hours for ~ whatever.

232
00:11:57,186 --> 00:12:01,638
We know how many hours we are multiplying
that by the number of ~ cost

233
00:12:01,638 --> 00:12:04,019
per hour that you're selling, and and here
we go,

234
00:12:04,019 --> 00:12:07,200
you you have the pricing. ~ in in today's
world,

235
00:12:07,200 --> 00:12:09,058
a lot of those things could be done,

236
00:12:09,058 --> 00:12:13,143
a lot of those pieces could be done with ~
a Claude skill,

237
00:12:13,143 --> 00:12:15,304
for example. And then, okay, that skill,

238
00:12:15,304 --> 00:12:17,184
it used to take me 30 hours to do the
research,

239
00:12:17,184 --> 00:12:21,016
now it takes me 15 minutes, and then
auditing whatever the output that I got,

240
00:12:21,016 --> 00:12:23,177
another three hours of changing the
refining,

241
00:12:23,177 --> 00:12:25,868
what have you. ~ and that's just for the
research phase.

242
00:12:26,206 --> 00:12:30,729
~ but then the the the the question is
what is the value that is being generated

243
00:12:30,729 --> 00:12:35,823
by that and also the know-how and the
tools and a lot of the tools that

244
00:12:35,823 --> 00:12:37,174
you that you're using, you know,

245
00:12:37,174 --> 00:12:40,206
the tokens was not a thing three years
ago.

246
00:12:40,206 --> 00:12:45,259
~ and tokens today can cost me more than
all of my employees together just

247
00:12:45,259 --> 00:12:46,921
on the amount of prompts that I needed.

248
00:12:46,921 --> 00:12:50,953
So it could be taking 15 minutes to
actually generate something that used

249
00:12:50,953 --> 00:12:54,486
to take 30 hours, which is very true on on
specific cases.

250
00:12:54,962 --> 00:12:56,824
~ but at the same time, I need to check
it.

251
00:12:56,824 --> 00:13:01,768
I need to like double ~ stress test that
specific deliverable to make sure that
it's

252
00:13:01,908 --> 00:13:04,230
meeting the standard. Like as if it was my
employee,

253
00:13:04,230 --> 00:13:07,532
he will give you exactly the same type of
an asset.

254
00:13:07,532 --> 00:13:11,476
And also the the cost of developing the
the the technology,

255
00:13:11,476 --> 00:13:15,119
the the wrapping it up and actually giving
you the right type of outcome.

256
00:13:15,119 --> 00:13:17,551
I think that you know, in the long term,

257
00:13:17,551 --> 00:13:19,973
you will start selling outcomes and not
deliverables.

258
00:13:19,973 --> 00:13:23,035
Like it used to be hours and then it moves
to deliverables and now now

259
00:13:23,035 --> 00:13:24,096
it will move to outcomes.

260
00:13:24,514 --> 00:13:28,007
But at the same time, it will not be for
every single one of those occupations.

261
00:13:28,007 --> 00:13:30,669
Because if you're thinking about selling
an outcome,

262
00:13:30,669 --> 00:13:34,492
like if I'm telling a client I'm coming
now to ~ a massive client saying,

263
00:13:34,492 --> 00:13:37,605
Hey, I can give you 10% more downloads
every month.

264
00:13:37,605 --> 00:13:41,878
Wow, that sounds like ~ if if they get 10
million downloads a month,

265
00:13:41,878 --> 00:13:47,833
like massive value, right? but what
happens if you're getting

266
00:13:47,833 --> 00:13:49,885
in front of brand, for example?

267
00:13:49,885 --> 00:13:51,607
And that brand has brand guidelines,

268
00:13:51,607 --> 00:13:53,178
and then within that brand guidelines.

269
00:13:53,368 --> 00:13:55,810
They don't want you to change the title
from this to that.

270
00:13:55,810 --> 00:13:58,642
And they don't allow you to change the
screenshots in this way to this way,

271
00:13:58,642 --> 00:14:00,264
even though this is best practices,

272
00:14:00,264 --> 00:14:03,246
even though that this is something that we
know that will actually work better.

273
00:14:03,246 --> 00:14:06,689
A lot of time you need to have this type
of relationship with the client

274
00:14:06,689 --> 00:14:10,822
and send what will pass the the the brand
guidelines and and and

275
00:14:10,822 --> 00:14:12,814
the product team and the the the the law,

276
00:14:12,814 --> 00:14:15,817
the the the law firm that is with you
about messaging,

277
00:14:15,817 --> 00:14:17,388
what you can promise, what you cannot
promise.

278
00:14:18,104 --> 00:14:20,326
and we can say all of those things are
best practices.

279
00:14:20,326 --> 00:14:21,666
If you allow me to do those changes,

280
00:14:21,666 --> 00:14:25,839
I do know that the changes will make a
very strong impact on your performance,

281
00:14:25,839 --> 00:14:30,442
but it's not just up to me. ~ and the same
thing goes when you're thinking about

282
00:14:30,442 --> 00:14:33,183
optimizing organic, okay? Getting you
ranked better on ChatGPT,

283
00:14:33,183 --> 00:14:34,444
Gemini Perplexity, and Claude.

284
00:14:34,444 --> 00:14:37,116
Saying, okay, I know what the value looks
like,

285
00:14:37,116 --> 00:14:41,291
but what happens if now they're getting a
complaint by the Business Bureau?

286
00:14:41,291 --> 00:14:43,650
~ and now because of that or getting

287
00:14:43,874 --> 00:14:47,846
50 very unhappy clients that come to the
to their Google account giving them

288
00:14:47,846 --> 00:14:53,990
one star rating. No matter how f how how
good I'm fighting on improving things,

289
00:14:53,990 --> 00:14:57,141
the external forces that are running
against me,

290
00:14:57,141 --> 00:15:01,033
so to speak, that basically now have a
pial fiasco against them because

291
00:15:01,033 --> 00:15:05,286
are selling their data in an illegal thing
and and and if I'm in charge

292
00:15:05,286 --> 00:15:06,847
and only getting paid by results,

293
00:15:06,847 --> 00:15:11,859
what do I do here, right? Like I I you
can't quantify every single

294
00:15:11,859 --> 00:15:12,859
one of those things. So I feel like

295
00:15:13,078 --> 00:15:17,292
In a lot of those areas that ~ that on the
marketing side are related

296
00:15:17,292 --> 00:15:19,463
to so many different pain pain points,

297
00:15:19,463 --> 00:15:23,226
~ it's not as easy to buy to build this
type of a new model,

298
00:15:23,226 --> 00:15:27,820
if you will. Yes, we can have a success
based on specific things and saying,

299
00:15:27,820 --> 00:15:30,382
hey, this is to cover the the the
salaries,

300
00:15:30,382 --> 00:15:34,906
so to speak, the and and then we will have
a revenue share on those specific areas

301
00:15:34,906 --> 00:15:37,989
or things like nature. ~ but also if I'm
giving now a client,

302
00:15:37,989 --> 00:15:41,782
let's say 10% ~ uplift, so it's another
one million downloads every month.

303
00:15:42,184 --> 00:15:44,235
~ well, they want to pay me, you know,

304
00:15:44,235 --> 00:15:46,396
cat amount of premium for that.

305
00:15:46,396 --> 00:15:48,868
They used to just pay for the service and
and okay,

306
00:15:48,868 --> 00:15:50,659
great. The value will come to me.

307
00:15:50,659 --> 00:15:52,790
So with each and every client,

308
00:15:52,790 --> 00:15:58,793
it really depends on how ~ how ~ deep
we're ingrained in their in their specific

309
00:15:58,948 --> 00:16:03,886
~ ecosystem, so to speak. Who is the level
of seniority that I'm speaking with?

310
00:16:03,886 --> 00:16:07,841
Because a marketing manager or director
can make a very different discussion than

311
00:16:07,841 --> 00:16:10,630
a CEO or or CMO of the company.

312
00:16:11,014 --> 00:16:12,515
Or the founder of that company is saying,

313
00:16:12,515 --> 00:16:15,687
hey, you what? We we grow together or we
go bad together,

314
00:16:15,687 --> 00:16:19,039
but but it's a very different level of
engagement.

315
00:16:19,039 --> 00:16:23,012
~ if I'll be able to get the ability to do
all of the changes that I need,

316
00:16:23,012 --> 00:16:26,714
sometimes they have really bad analytics
and we can't even track everything

317
00:16:26,714 --> 00:16:30,867
the way that they wanted to determine what
was the benchmark before us

318
00:16:30,867 --> 00:16:32,568
and what is the benchmark after us.

319
00:16:32,568 --> 00:16:35,450
And they have a lot of mess on.

320
00:16:36,322 --> 00:16:40,524
On understanding attribution, what came
from each source and things on that
nature.

321
00:16:40,524 --> 00:16:44,345
So it's really case by case ~ specific
nowadays.

322
00:16:44,345 --> 00:16:47,807
I think that there are things that are
going to become much more commoditized.

323
00:16:47,807 --> 00:16:51,219
~ and then you will need to lower the
prices and you will need

324
00:16:51,219 --> 00:16:54,930
to just basically prove the value in much
more of saying,

325
00:16:54,930 --> 00:16:57,791
if I manage to give you this, I'm getting
that.

326
00:16:57,791 --> 00:17:02,133
~ but the in other cases where you can
control the entire funnel,

327
00:17:02,133 --> 00:17:03,694
how can I?

328
00:17:04,076 --> 00:17:07,057
Give them like a performance-based
approach if this is something that it's

329
00:17:07,057 --> 00:17:09,818
not just related to me, it's related to
hundreds of other things that

330
00:17:09,818 --> 00:17:11,127
are happening in the business as well.

331
00:17:11,127 --> 00:17:15,779
So there I think that it will need to kind
of be like a more of a retainer based

332
00:17:15,779 --> 00:17:19,521
on a specific ~ deliverables, specific
cadence,

333
00:17:19,521 --> 00:17:21,810
and then and then having like another
upside,

334
00:17:21,810 --> 00:17:24,362
~ lowering the retainer from what it used
to be,

335
00:17:24,362 --> 00:17:28,292
but having like an upside and not having
the entire model based on just
performance.

336
00:17:28,292 --> 00:17:30,904
So ~ it's very interesting. Like we have

337
00:17:31,170 --> 00:17:34,593
We have clients that are that are
performance based on Amazon business,

338
00:17:34,593 --> 00:17:37,735
for example, that we have acquired in ~ in
~ July.

339
00:17:37,735 --> 00:17:42,860
We added another big chunk of of of
revenue with ~ a company that basically
based

340
00:17:42,860 --> 00:17:44,861
in in Bulgaria that now is part of the
group.

341
00:17:44,861 --> 00:17:50,536
~ and and and they basically manage Amazon
for their clients and they take

342
00:17:50,536 --> 00:17:53,128
the benchmark of what you are currently
doing with your Amazon,

343
00:17:53,128 --> 00:17:55,120
and everything above that benchmark,

344
00:17:55,120 --> 00:17:57,322
we are making percentage out of that.

345
00:17:57,322 --> 00:17:59,904
So in specific places where you take full
ownership.

346
00:18:00,278 --> 00:18:02,699
I can change the title, I can change the
images,

347
00:18:02,699 --> 00:18:05,520
I can change every single element I I I'm
managing the campaign.

348
00:18:05,520 --> 00:18:07,490
I'm taking full ownership, no problem.

349
00:18:07,490 --> 00:18:09,061
But if I'm not taking full ownership,

350
00:18:09,061 --> 00:18:13,222
how can I be paid by performance if I
don't make all of those decisions?

351
00:18:13,222 --> 00:18:17,043
And I need to get each and every one of
those things run by the brand manager

352
00:18:17,043 --> 00:18:20,364
and then having thirteen decision makers
just give me the approval

353
00:18:20,364 --> 00:18:22,115
to change something in the App Store and
saying,

354
00:18:22,115 --> 00:18:25,596
Okay, ~ a VP there didn't like that
design,

355
00:18:25,596 --> 00:18:26,596
we can go on with that.

356
00:18:27,094 --> 00:18:29,954
What am I doing? I just wasted two and a
half months of of developing

357
00:18:29,954 --> 00:18:31,680
all of that new concept and things in
danger.

358
00:18:32,930 --> 00:18:37,874
What's with the fast pace and the
evolution of tech?

359
00:18:37,874 --> 00:18:43,760
Where's your mind lie and rest on business
planning now?

360
00:18:43,760 --> 00:18:46,542
We used to have these three year metrics,

361
00:18:46,542 --> 00:18:49,715
five year metrics, and companies are
making investments and hedge funds

362
00:18:49,715 --> 00:18:51,687
are getting involved, and there's VC
backed companies.

363
00:18:51,687 --> 00:18:54,629
In your world of entrepreneurship,

364
00:18:54,629 --> 00:18:59,874
what do these scaling plans even look like
because stuff is changing so fast?

365
00:19:01,678 --> 00:19:05,360
It's it's funny because we I had that
session with my VP of AI.

366
00:19:05,360 --> 00:19:09,642
~ and ~ and my VP AI came to me with like
a plan for the next year.

367
00:19:09,642 --> 00:19:11,664
And with that plan of the first year,

368
00:19:11,664 --> 00:19:13,265
in the first slide, she said, Well,

369
00:19:13,265 --> 00:19:15,666
this is what I want to achieve in the
coming year.

370
00:19:15,666 --> 00:19:19,073
~ and we're building this type of a
marketing operating system that will
actually

371
00:19:19,073 --> 00:19:20,299
help you with each and every challenge.

372
00:19:20,299 --> 00:19:24,064
But ~ but even though that we are looking
on a year ahead,

373
00:19:24,064 --> 00:19:25,532
I want to focus on this quarter,

374
00:19:25,532 --> 00:19:29,554
and within that quarter, I want to focus
on those months because in Q4.

375
00:19:30,088 --> 00:19:32,220
As well as I think that I can plan today,

376
00:19:32,220 --> 00:19:35,292
with the pace of innovation, if AGI will
come in,

377
00:19:35,292 --> 00:19:37,504
if those things will change, it will
change everything.

378
00:19:37,504 --> 00:19:40,797
Like it you can't really plan that far
ahead of you.

379
00:19:40,797 --> 00:19:45,051
~ and it's all based on feedback loops of
what are the things that you want

380
00:19:45,051 --> 00:19:46,412
to make sure that you're not just
building,

381
00:19:46,412 --> 00:19:49,634
but you're building it in a way that will
continue on optimizing

382
00:19:49,634 --> 00:19:52,857
it every single time that you're using
that that ~ that tool,

383
00:19:52,857 --> 00:19:53,857
that capability.

384
00:19:54,198 --> 00:19:55,609
So it will get back the feedback.

385
00:19:55,609 --> 00:19:58,451
And then, you know, every single time that
you are writing something to ChatGPT,

386
00:19:58,451 --> 00:19:59,631
for example, you're getting an answer.

387
00:19:59,631 --> 00:20:01,402
It might be a good answer. It might be a
bad answer.

388
00:20:01,402 --> 00:20:03,884
ChatGPT doesn't even know necessarily if
it's a good or bad.

389
00:20:03,884 --> 00:20:07,286
But if you are getting for every single
one of the outputs that you are getting,

390
00:20:07,286 --> 00:20:10,398
you have to have ~ like good, bad,

391
00:20:10,398 --> 00:20:11,909
am I using it, I'm not using it,

392
00:20:11,909 --> 00:20:14,350
and then taking it to the next stage
within the tool,

393
00:20:14,350 --> 00:20:16,942
then the tool learns if the output is good
enough or not.

394
00:20:16,942 --> 00:20:18,863
And if it's not good enough, how to
improve?

395
00:20:18,863 --> 00:20:20,224
What are the things that are not quite
there yet?

396
00:20:20,600 --> 00:20:24,692
So I feel like a lot of the business
decisions are based more on like

397
00:20:24,692 --> 00:20:27,943
the shorter term, ~ which is very
uncommon.

398
00:20:27,943 --> 00:20:30,344
~ when you're thinking about, you
businesses,

399
00:20:30,344 --> 00:20:31,875
a lot of times investment in technology,

400
00:20:31,875 --> 00:20:34,776
we need to invest three years to do this
and this and that to get there.

401
00:20:34,776 --> 00:20:37,997
~ and I feel like everything is being like
shortened.

402
00:20:37,997 --> 00:20:42,519
~ and the focus is much more about the
next quarter than it is for the coming
year,

403
00:20:42,519 --> 00:20:45,330
because things that we thought that will
not be feasible this year,

404
00:20:45,330 --> 00:20:49,062
we managed to solve. Like I launched 11
new products from the beginning of the
year.

405
00:20:49,062 --> 00:20:50,062
And

406
00:20:49,548 --> 00:20:51,300
Eleven new products is massive.

407
00:20:51,300 --> 00:20:53,702
It's like a startup that just delivered 11
new babies,

408
00:20:53,702 --> 00:20:56,134
so to speak. And each of them is like its
own baby.

409
00:20:56,134 --> 00:20:59,747
And each of them is being walked around on
so many different elements

410
00:20:59,968 --> 00:21:05,362
and adding more features and changing this
and testing different ~ stuff.

411
00:21:05,362 --> 00:21:07,244
~ and that's outside of automations,

412
00:21:07,244 --> 00:21:10,497
that's outside of all of the things about
like claude skills and and

413
00:21:10,898 --> 00:21:13,960
all of the things that you're doing when
you're thinking about about about scaling

414
00:21:14,058 --> 00:21:15,822
~ your workload. So

415
00:21:16,406 --> 00:21:21,977
I feel like on the the the way of the of
the planning is much more ~ short term

416
00:21:21,977 --> 00:21:25,528
and not short term because you're not
seeing the next ~ evolution,

417
00:21:25,528 --> 00:21:29,249
but things that you try to do ~ two
quarters ago and you're saying,

418
00:21:29,249 --> 00:21:32,510
okay, ~ AI cannot solve video production
today.

419
00:21:32,510 --> 00:21:37,642
~ it was it why it might be true six
months ago if you're using those tools.

420
00:21:37,642 --> 00:21:38,912
If you're trying to do that today,

421
00:21:38,912 --> 00:21:42,123
the the the answer within a month can
change drastically.

422
00:21:42,123 --> 00:21:46,124
~ so even hypothesis that you tested and
you're saying

423
00:21:46,550 --> 00:21:49,519
It didn't work well, it doesn't it doesn't
mean anything.

424
00:21:49,519 --> 00:21:52,327
Like did you test it this this ~ this
month?

425
00:21:52,327 --> 00:21:54,284
No? Okay, so test again.

426
00:21:55,640 --> 00:21:57,653
So the old world approach to SEO.

427
00:21:57,653 --> 00:22:00,558
What are we talking about now with the AI
systems?

428
00:22:01,900 --> 00:22:04,981
I think that SEO is ~ almost the older
game.

429
00:22:04,981 --> 00:22:08,331
I think that the vast majority of the
efforts today,

430
00:22:08,331 --> 00:22:11,993
~ yes, SEO has a base. That base is also
true for AEO,

431
00:22:11,993 --> 00:22:13,623
so there are a lot of commonalities there.

432
00:22:13,623 --> 00:22:16,284
But ~ everyone are chasing the AEO side,

433
00:22:16,284 --> 00:22:18,033
which means how am I getting ranked on
ChatGPT,

434
00:22:18,033 --> 00:22:21,115
Gemini Complexity and Cloud, even though
that Google is still the main source

435
00:22:21,115 --> 00:22:24,196
of my traffic? Understand that the future
sources of my traffic

436
00:22:24,196 --> 00:22:27,607
and the fastest growing things on the
organic side will be from those engines.

437
00:22:27,607 --> 00:22:31,318
~ and and basically when I'm thinking
about that.

438
00:22:32,064 --> 00:22:34,205
On Google, you could do things that are
very easy.

439
00:22:34,205 --> 00:22:37,117
So you can be ranked number one for Google
on a specific query.

440
00:22:37,117 --> 00:22:39,408
And on ChatGPT, Gemini, Perplexity,

441
00:22:39,408 --> 00:22:41,790
Claude, Glock, whatever, whatever type of
copilot,

442
00:22:41,790 --> 00:22:43,561
whatever type of system that you're
checking it,

443
00:22:43,852 --> 00:22:44,852
Sure, but you were.

444
00:22:45,902 --> 00:22:47,333
you might not even be in the top 10.

445
00:22:47,333 --> 00:22:49,914
Like you might not even exist on that
query.

446
00:22:49,914 --> 00:22:52,526
So I feel like the context is super
important.

447
00:22:52,526 --> 00:22:54,517
And again, there are lots of technical
things,

448
00:22:54,517 --> 00:22:56,748
right? Like on the website, frequently
asked questions,

449
00:22:56,748 --> 00:22:59,800
schema, there are lots of things that you
need to change.

450
00:22:59,980 --> 00:23:04,012
And ha having like a robot that comes to
the website to know how to read that page

451
00:23:04,012 --> 00:23:07,504
in the simplest way. ~ but that's like
within the website,

452
00:23:07,504 --> 00:23:08,995
there are lots of best practices,

453
00:23:08,995 --> 00:23:10,556
lots of things that are that are
important.

454
00:23:10,556 --> 00:23:12,647
The the the content, how you're writing
the content,

455
00:23:12,647 --> 00:23:17,190
how that content is actually being ~
translated by those LLMs and things like
that

456
00:23:17,190 --> 00:23:21,502
nature. But it's much more about ~ in
today's world and it's a big change from

457
00:23:21,502 --> 00:23:24,253
the SEO world. On the SEO world,

458
00:23:24,253 --> 00:23:25,314
a lot of times you're saying, Okay,

459
00:23:25,314 --> 00:23:27,555
it's content on one end, it's the
structure of the site,

460
00:23:27,555 --> 00:23:29,546
and it's links from wherever in the web.

461
00:23:29,992 --> 00:23:32,594
~ in the LLM world, those links,

462
00:23:32,594 --> 00:23:35,156
you don't even need the link ~ per se,

463
00:23:35,156 --> 00:23:40,290
which means it's enough that Forbes will
will mention me on an article about mobile

464
00:23:40,290 --> 00:23:43,003
marketing best practices. Even if I don't
have a link,

465
00:23:43,003 --> 00:23:46,455
it we just had the quote. Gilad from Ober
said this and this and that.

466
00:23:46,455 --> 00:23:50,559
That by itself will get me 32 new answers
within ChatGPT within a matter

467
00:23:50,559 --> 00:23:54,242
of of three or four days. Like it's that
impactful if you're getting on on

468
00:23:54,362 --> 00:23:56,324
on on you know big publications,

469
00:23:56,324 --> 00:23:58,606
very reputable ~ publications.

470
00:23:58,606 --> 00:23:59,606
So then

471
00:23:59,360 --> 00:24:02,452
It's much more about how you are answering
things on Reddit

472
00:24:02,452 --> 00:24:05,234
and your thought leadership on LinkedIn
and things that are helping

473
00:24:05,234 --> 00:24:09,957
you or or prohibiting you from getting
things on Wikipedia and and and

474
00:24:10,037 --> 00:24:11,898
a lot of things about the PR and podcasts,

475
00:24:11,898 --> 00:24:14,860
by the way. Podcast is another great way
for you to actually get those

476
00:24:14,970 --> 00:24:19,784
~ additional ~ you know, long-term content
that is being transcribed

477
00:24:19,784 --> 00:24:22,585
and and and read by those LLMs to
understand context.

478
00:24:22,585 --> 00:24:23,585
So

479
00:24:23,528 --> 00:24:26,680
~ you're seeing that there are so many
different trust factors,

480
00:24:26,680 --> 00:24:29,532
how you're getting your videos on on
YouTube,

481
00:24:29,532 --> 00:24:32,214
for example, the metadata that is injected
within YouTube,

482
00:24:32,214 --> 00:24:36,637
your Google Maps account, your ~ listings
on on on all of the libraries that

483
00:24:36,637 --> 00:24:38,569
you are competing against, if it's G2,

484
00:24:38,569 --> 00:24:40,670
for example, for tech, or if it's like a
clutch,

485
00:24:40,670 --> 00:24:46,054
if it's agencies, or you have all of those
~ big ~ libraries of of ~ you know,

486
00:24:46,054 --> 00:24:49,777
when you're trying to compare this ~
company company to that company

487
00:24:49,777 --> 00:24:51,328
and you have those listing sites.

488
00:24:51,776 --> 00:24:55,619
so they also make a ~ another impact when
you're thinking about how

489
00:24:55,619 --> 00:24:58,932
am I being reviewed by all of those trust
signals.

490
00:24:58,932 --> 00:25:01,143
And think about each and every one of
those trust signals give

491
00:25:01,143 --> 00:25:05,517
you another three points or five points of
relevancy or irrelevancy

492
00:25:05,517 --> 00:25:09,049
for that specific question. ~ so basically
what you want to do

493
00:25:09,049 --> 00:25:10,911
is reverse engineer those algorithms,

494
00:25:10,911 --> 00:25:12,922
seeing will you win, seeing will you lose,

495
00:25:12,922 --> 00:25:15,374
seeing who wins, what made them win,

496
00:25:15,374 --> 00:25:16,996
and then reverse engineer that,

497
00:25:16,996 --> 00:25:17,996
okay.

498
00:25:17,506 --> 00:25:19,508
So they are appearing on those places,

499
00:25:19,508 --> 00:25:21,680
they're appearing there really ~ strongly.

500
00:25:21,680 --> 00:25:24,132
I'm not there. How do I get on there?

501
00:25:24,132 --> 00:25:28,205
What do I do in order to actually be able
to be shown as reputable as they

502
00:25:28,205 --> 00:25:32,519
are based on those LLMs? And then how I
start to change every single one

503
00:25:32,519 --> 00:25:35,542
of those ~ places, like your Instagram
posts matter,

504
00:25:35,542 --> 00:25:38,685
your LinkedIn posts matter, the ~ ready
discussions,

505
00:25:38,685 --> 00:25:42,428
generic generic questions about who is the
best to do this and this and that.

506
00:25:42,428 --> 00:25:44,630
And you see a thread with 70 comments.

507
00:25:44,888 --> 00:25:47,120
That is being cited by by those LLMs.

508
00:25:47,120 --> 00:25:50,873
So a lot of times even just coming in and
and and commenting

509
00:25:50,873 --> 00:25:55,187
on something or providing additional
context can change the the narrative

510
00:25:55,187 --> 00:26:00,051
in a very big way. But you really need to
live on those on those engines.

511
00:26:00,051 --> 00:26:01,813
And by the way, the answer that I'm
getting,

512
00:26:01,813 --> 00:26:04,285
if I'm ~ an entrepreneur, for example,

513
00:26:04,285 --> 00:26:05,916
or if I'm an enterprise company,

514
00:26:05,916 --> 00:26:07,738
I will get different answers by Claude.

515
00:26:07,738 --> 00:26:09,920
I I will get like if if I'm asking now,

516
00:26:09,920 --> 00:26:12,482
if I'm an enterprise, saying who is the
best mobile marketing agency?

517
00:26:13,002 --> 00:26:16,963
Mobus will come number one. If I'm in a
startup that will come in and will ask
that,

518
00:26:16,963 --> 00:26:18,814
Mobile will come as number two or three.

519
00:26:18,814 --> 00:26:20,034
And then if you're asking why,

520
00:26:20,034 --> 00:26:23,415
you're saying, MOBOS seems like more
expensive than other options,

521
00:26:23,415 --> 00:26:28,126
and those actually are more ~ like a quick
and dirty type of a thing.

522
00:26:28,126 --> 00:26:31,667
For a startup, it might actually be f ~
better on the on those cases.

523
00:26:31,667 --> 00:26:37,018
~ so all of those LNMs are are trying to
fit you with the answer of what

524
00:26:37,018 --> 00:26:38,349
it is that you're trying to do.

525
00:26:38,349 --> 00:26:40,429
Now it depends even on what type of a
startup.

526
00:26:40,429 --> 00:26:42,590
If it's a startup round A, B, and C.

527
00:26:43,138 --> 00:26:44,408
They will recommend MOBOS number one.

528
00:26:44,408 --> 00:26:46,479
If it's a seed round, which means they
didn't raise enough,

529
00:26:46,479 --> 00:26:48,830
mobile might be an overkill for you at
this stage.

530
00:26:48,830 --> 00:26:50,760
And and that's not what I think.

531
00:26:50,760 --> 00:26:53,921
I have a unit that actually ~ specialized
also in the early stage,

532
00:26:53,921 --> 00:26:58,563
but it it doesn't matter. Like I couldn't
convince Claude and ChatGPT to give

533
00:26:58,563 --> 00:27:04,255
me the same level of of of ranking on on
the the the ~ the shorter amount

534
00:27:04,255 --> 00:27:07,616
of of time for for companies that are just
in the beginning of their path.

535
00:27:08,114 --> 00:27:12,117
~ and it was because of our reputation
that was built in the last 13 years that
goes

536
00:27:12,217 --> 00:27:15,860
more towards the the the premium type of ~
model.

537
00:27:15,860 --> 00:27:20,874
So I think that like ~ SEO and AEO are
kind of blending together

538
00:27:20,874 --> 00:27:23,316
and the best practices are changing in a
very,

539
00:27:23,316 --> 00:27:27,299
very massive way. You used to just say if
I'm getting enough content and

540
00:27:27,299 --> 00:27:29,230
I get the right links, I'll be okay.

541
00:27:29,230 --> 00:27:32,462
And in today's world, you you can have you
can do those things

542
00:27:32,462 --> 00:27:34,484
and still fail miserably on those LLMs.

543
00:27:34,774 --> 00:27:37,295
And the beautiful thing is that once you
are getting augmented

544
00:27:37,295 --> 00:27:40,336
by something like ChatGPT or Gemini that
recommends you or Claude,

545
00:27:40,336 --> 00:27:43,238
the level of trust that the client is
coming to you is like,

546
00:27:43,238 --> 00:27:46,779
I'm almost sold already. Like I know that
you're the right fit for me.

547
00:27:46,779 --> 00:27:49,700
~ so the level of trust that you have
there is phenomenal.

548
00:27:49,700 --> 00:27:52,732
So one lead like that ~ every day,

549
00:27:52,732 --> 00:27:54,382
additional lead like that for a day,

550
00:27:54,382 --> 00:27:57,514
can make a massive, massive contribution
for your bottom line.

551
00:27:57,514 --> 00:27:59,985
~ and it's not just the fighting over the,

552
00:27:59,985 --> 00:28:02,816
yeah, I got 10,000 sessions last week and
it

553
00:28:03,394 --> 00:28:06,997
Who cares? Like three s relevant sessions
can actually change the entire

554
00:28:07,114 --> 00:28:09,289
~ business on on the B2B side.

555
00:28:09,289 --> 00:28:10,880
On the B2C side, it's a bit different.

556
00:28:10,880 --> 00:28:12,861
Obviously, with the business to consumers
you're talking to,

557
00:28:12,861 --> 00:28:15,163
how can I get millions of customers and
not,

558
00:28:15,163 --> 00:28:18,516
you know, two or five or or fifty that are
massive.

559
00:28:19,938 --> 00:28:22,779
We're talking about all this in business
and the the intelligence

560
00:28:22,779 --> 00:28:27,820
you have from taking Moburst from a mobile

561
00:28:27,820 --> 00:28:33,642
app marketing company to now a full blown
tech marketing

562
00:28:34,122 --> 00:28:38,653
on every platform strategy. Thinking about
that in this pr this process

563
00:28:38,653 --> 00:28:40,464
and entrepreneurial journey for you,

564
00:28:40,464 --> 00:28:43,845
do you see entrepreneurism?

565
00:28:43,845 --> 00:28:48,246
Haven't used that word much, do you see
that similar as medicine?

566
00:28:48,906 --> 00:28:52,749
Similar as the legal field. There's
specialties in medicine.

567
00:28:52,749 --> 00:28:55,231
There's specialties in the legal field.

568
00:28:55,231 --> 00:28:59,053
Do you see being an entrepreneur?

569
00:28:59,053 --> 00:29:04,697
Is there special tactics that there should
be a degree,

570
00:29:04,697 --> 00:29:08,060
like a legal degree, like a medical
degree?

571
00:29:08,060 --> 00:29:10,822
And then after you decide you're going to
be an entrepreneur

572
00:29:10,822 --> 00:29:13,504
and have comprehension of it, then you
decide how you're going to use that

573
00:29:13,504 --> 00:29:14,665
and what business you're going to start.

574
00:29:14,665 --> 00:29:16,396
Do you see it or process it that way?

575
00:29:18,168 --> 00:29:22,180
I think this is a very interesting way of
of looking on on the world.

576
00:29:22,180 --> 00:29:26,783
~ I think that what what we've done done
was actually I knew that

577
00:29:26,783 --> 00:29:28,764
I can't be everything for anyone.

578
00:29:28,764 --> 00:29:30,615
Like I I I know that from the get-go.

579
00:29:30,615 --> 00:29:33,627
We started as a super, super niche within
a niche,

580
00:29:33,627 --> 00:29:36,788
right? Like you have digital you have
marketing,

581
00:29:36,788 --> 00:29:37,959
and then you have digital marketing,

582
00:29:37,959 --> 00:29:40,210
and then you have up marketing within up
marketing.

583
00:29:40,210 --> 00:29:43,295
That was the place that we knew that we're
that we are playing in.

584
00:29:43,295 --> 00:29:46,444
That's how we started. ~ and we knew that
on that niche

585
00:29:46,634 --> 00:29:49,856
I really could prove that I know how to do
that better than anyone else

586
00:29:49,856 --> 00:29:53,546
in the market. I I I had like the actual
results and show you,

587
00:29:53,546 --> 00:29:56,491
hey, you have been working with those
massive agencies,

588
00:29:56,491 --> 00:30:00,033
they are not as specialists on the App
Store algorithm,

589
00:30:00,033 --> 00:30:01,554
on the Google Play Store algorithm,

590
00:30:01,554 --> 00:30:02,675
they don't know all of the features.

591
00:30:02,675 --> 00:30:05,127
Like there is a r an area of of specialty.

592
00:30:05,127 --> 00:30:09,600
~ the way that we grew was actually about
buying additional agencies.

593
00:30:09,600 --> 00:30:11,681
I didn't if I'm now believe, hey,

594
00:30:11,681 --> 00:30:15,274
you know what, from now on I'm I'm doing
Amazon Amazon as well.

595
00:30:16,214 --> 00:30:17,895
But if I'm not world expert in Amazon,

596
00:30:17,895 --> 00:30:21,416
it will take me time to learn and adjust
and understand how to rank a product

597
00:30:21,416 --> 00:30:24,928
in a better way, how to do the the the
marketing there on so many different
niches.

598
00:30:24,928 --> 00:30:28,839
~ and the volume play and how it impacts
your category ranking,

599
00:30:28,839 --> 00:30:33,731
like there's so many specialties of of
like expertise that you need in order

600
00:30:33,731 --> 00:30:37,373
to just understand how the system works to
really be able to s help

601
00:30:37,373 --> 00:30:41,105
you squeeze the lemon, to really help you
to do the best ~ of of what what you can.

602
00:30:41,105 --> 00:30:43,756
And and and basically Mobus bought the
shortcut.

603
00:30:43,756 --> 00:30:44,756
Like we've

604
00:30:44,376 --> 00:30:47,548
Bought six different agencies and and and
connected them together.

605
00:30:47,548 --> 00:30:52,041
If I wouldn't buy the PR arm, I I always
used to say to my clients,

606
00:30:52,041 --> 00:30:56,444
till 2024, guys, we do everything on the
digital side besides

607
00:30:56,444 --> 00:30:59,006
PR because because being very,

608
00:30:59,006 --> 00:31:03,299
very truthful, I know how to control the
algorithm and apps on Google Play.

609
00:31:03,299 --> 00:31:05,030
So I know how that ecosystem works.

610
00:31:05,030 --> 00:31:07,724
I know how to do that media, I know how to
create new creative assets

611
00:31:07,724 --> 00:31:10,344
and things like nature. But PR is like
pitching journalists,

612
00:31:10,344 --> 00:31:12,155
they might choose you, they might not
choose you,

613
00:31:12,155 --> 00:31:13,546
they might want to cover you or not.

614
00:31:14,092 --> 00:31:17,283
What can you do about it? I the I I I
don't know how to how to operate

615
00:31:17,283 --> 00:31:19,934
it in the same way of not guaranteeing
results,

616
00:31:19,934 --> 00:31:23,686
but giving you very high likelihood of of
getting you to the results.

617
00:31:23,686 --> 00:31:27,557
So before I bought that agency that was
doing it for another 13 years,

618
00:31:27,557 --> 00:31:30,048
that have 30 experts that that's what they
do.

619
00:31:30,048 --> 00:31:31,649
That's their bread and butter.

620
00:31:31,649 --> 00:31:35,981
They have been through every single
situation that's related to PR.

621
00:31:35,981 --> 00:31:40,273
They have been through a crisis management
with publicly traded companies,

622
00:31:40,273 --> 00:31:43,134
non-publically ~ all of the the the the
headache that you need.

623
00:31:43,134 --> 00:31:44,134
So

624
00:31:43,968 --> 00:31:47,890
They know how to do that. And I just
blended them in as another division

625
00:31:47,890 --> 00:31:49,922
of my company. And before I had that,

626
00:31:49,922 --> 00:31:55,465
I didn't sell one hour of those services
because I was not world expert.

627
00:31:55,465 --> 00:31:58,547
I don't want to to to to get a client and
saying,

628
00:31:58,547 --> 00:32:01,969
I think that I can help you. I want to
know that I can help you.

629
00:32:01,969 --> 00:32:04,350
~ so I feel like in each and every domain,

630
00:32:04,350 --> 00:32:05,981
you do need that level of expertise,

631
00:32:05,981 --> 00:32:08,012
that stamp of approval, so to speak.

632
00:32:08,012 --> 00:32:10,414
And and without having that stamp of
approval.

633
00:32:11,336 --> 00:32:13,637
it's not like generalists, you have so
many generalists.

634
00:32:13,637 --> 00:32:16,418
~ a lot of times the generalists don't
even know what to ask.

635
00:32:16,418 --> 00:32:18,419
Yeah, you have ChetGPT, you have Gemini,

636
00:32:18,419 --> 00:32:19,980
you have Claude. I can ask them,

637
00:32:19,980 --> 00:32:23,808
but I don't even know which question to
ask them to get the output that I need.

638
00:32:23,808 --> 00:32:24,992
I don't know what I don't know,

639
00:32:24,992 --> 00:32:28,113
which is one of the most dangerous places
~ to make decisions.

640
00:32:28,113 --> 00:32:30,114
Say, yeah, that sounds like a great idea,

641
00:32:30,114 --> 00:32:32,885
but I didn't know that Apple would reject
me.

642
00:32:32,885 --> 00:32:36,577
I didn't know that that is not something
that it makes sense on the paper

643
00:32:36,577 --> 00:32:39,808
a lot of times, but then when you try to
stress us it on the on the environment.

644
00:32:40,214 --> 00:32:41,895
Well, it doesn't really work that way.

645
00:32:41,895 --> 00:32:44,577
~ and you get never got rejected before
that from the App Store

646
00:32:44,577 --> 00:32:47,760
or Google Play Store. And you never get
your your Amazon account banned.

647
00:32:47,760 --> 00:32:49,167
And then how do you actually release that?

648
00:32:49,167 --> 00:32:53,984
Like so many situations that happen once
you don't know what you don't know.

649
00:32:53,984 --> 00:32:56,106
And and you really do need those experts.

650
00:32:56,106 --> 00:32:57,987
So I feel like even when we grew,

651
00:32:57,987 --> 00:33:02,071
theoretically, I wanted to grow to 10 more
areas that right now we're

652
00:33:02,071 --> 00:33:04,703
not servicing our clients, even though
that they're asking us to do those things.

653
00:33:04,703 --> 00:33:06,584
And I'm telling them, guys, right now.

654
00:33:06,850 --> 00:33:07,890
I'm not the best fit for that.

655
00:33:07,890 --> 00:33:10,151
Like right now, if you want pure branding,

656
00:33:10,151 --> 00:33:12,502
you know what? I'm I'm I'm not the best in
the business for that.

657
00:33:12,502 --> 00:33:17,985
If you want TV ads, I I'm not the the the
perfect shop for you for those things just

658
00:33:17,985 --> 00:33:20,163
yet. I hope that to buy, you know,

659
00:33:20,163 --> 00:33:22,296
a a a company that does that and then hey,

660
00:33:22,296 --> 00:33:24,877
here you go. Now I have one stop shop for
all of those things.

661
00:33:24,877 --> 00:33:27,939
But the reality is that as long as I don't
have that,

662
00:33:27,939 --> 00:33:32,140
I feel like ~ you want to make sure that
you're keeping your reputation intact.

663
00:33:32,140 --> 00:33:34,231
You want to make sure that you're whatever
you do,

664
00:33:34,231 --> 00:33:35,692
you do phenomenally well.

665
00:33:36,330 --> 00:33:40,562
~ in order to be able to build yourself
the the the the brand that that

666
00:33:40,562 --> 00:33:44,494
you want to become. ~ so a lot of times we
said no to business,

667
00:33:44,494 --> 00:33:47,716
even though it was we have the ingredients
to do those things,

668
00:33:47,716 --> 00:33:52,368
but we never really stress test it and we
don't want to make this type

669
00:33:52,368 --> 00:33:55,019
of an experiment on a client and these
side size.

670
00:33:55,019 --> 00:33:57,180
And and and and we said a lot of time no
to business,

671
00:33:57,180 --> 00:33:58,991
even though that the revenue could be
very,

672
00:33:58,991 --> 00:33:59,991
very meaningful.

673
00:34:01,154 --> 00:34:04,775
What's been your approach to acquisition
since you've grown through acquisition?

674
00:34:04,775 --> 00:34:09,536
How do you evaluate and make decisions on
I'm gonna buy I know you said,

675
00:34:09,536 --> 00:34:11,007
hey, if we don't have a PR arm,

676
00:34:11,007 --> 00:34:13,338
maybe we go and do that. But that's just a
thought.

677
00:34:13,338 --> 00:34:17,498
Then what do you do when you're evaluating
companies or entities for acquisition?

678
00:34:17,498 --> 00:34:20,320
What happens? Is it simple and quick in
your mind?

679
00:34:20,320 --> 00:34:22,391
You know, because Warren Buffett and
Charlie Munger,

680
00:34:22,391 --> 00:34:24,581
what they always said, you never know if
it's fully true.

681
00:34:24,581 --> 00:34:27,242
He said he would buy companies on one
sheet of paper.

682
00:34:29,888 --> 00:34:31,938
I ~ I wish I had th those skills.

683
00:34:31,938 --> 00:34:33,610
I I don't think that I'm quite there yet.

684
00:34:33,610 --> 00:34:37,534
~ we do a massive amount of due diligence
in order to really make sure this

685
00:34:37,534 --> 00:34:40,005
is the right fit or not. ~ and by the way,

686
00:34:40,005 --> 00:34:42,246
not every single acquisition will be
successful.

687
00:34:42,246 --> 00:34:46,540
~ that that's just a reality. ~ but from
what we've seen that

688
00:34:46,540 --> 00:34:52,034
was working really well for us was A
seeing the culture and the DNA

689
00:34:52,034 --> 00:34:55,246
of the founders and seeing that they
actually want to stay and if they want

690
00:34:55,246 --> 00:34:57,218
to stay involved. ~ because

691
00:34:57,526 --> 00:34:59,708
If I'm br bringing on another PR division,

692
00:34:59,708 --> 00:35:02,710
for example, and I know that I I'm not
world expert in PR.

693
00:35:02,710 --> 00:35:07,213
I know that for a fact. I'm buying a PR
arm with a management team of four VPs,

694
00:35:07,213 --> 00:35:09,214
for example, that knows how to do that
really well.

695
00:35:09,214 --> 00:35:11,606
I want to incentivize that team to stay
with us.

696
00:35:11,606 --> 00:35:14,458
I want to incentivize this team to help
building the the the

697
00:35:14,458 --> 00:35:18,151
the the additional layer of management
after they will want to move

698
00:35:18,151 --> 00:35:19,762
to another role or things like nature.

699
00:35:19,762 --> 00:35:22,674
~ so I need to make sure that they have
the right structure.

700
00:35:22,674 --> 00:35:24,205
I need to make sure that they have the
right clients,

701
00:35:24,205 --> 00:35:25,446
I need to make sure that they have

702
00:35:26,016 --> 00:35:30,429
You know, client ~ concentration is
another big ~ challenge in an agency.

703
00:35:30,429 --> 00:35:33,151
You might have ~ six million dollars of
revenues,

704
00:35:33,151 --> 00:35:35,283
but out of that four million comes from
one client,

705
00:35:35,283 --> 00:35:38,064
like this massive client, and the rest are
tiny.

706
00:35:38,064 --> 00:35:39,816
And then if that client fails,

707
00:35:39,816 --> 00:35:44,399
look at that. You just lost you know 75%
of your revenues or what have you.

708
00:35:44,399 --> 00:35:47,761
So ~ all of those things are things that
you're testing and and and

709
00:35:47,761 --> 00:35:49,663
and checking as part of the due diligence.

710
00:35:49,663 --> 00:35:52,206
Beyond that, you need to make sure that
you're gonna be f people that

711
00:35:52,206 --> 00:35:54,476
are gonna be have fun to work with because

712
00:35:55,106 --> 00:35:56,827
Let's face it, it's a lot of long hours.

713
00:35:56,827 --> 00:35:59,338
It's a lot of of of time that you're going
to be spending together

714
00:35:59,338 --> 00:36:01,980
and you don't want to be there with
someone that you know you keep

715
00:36:01,980 --> 00:36:03,761
on clashing with or things on that nature.

716
00:36:03,761 --> 00:36:06,802
~ beyond that, you have a lot of things
that you're checking on the

717
00:36:06,802 --> 00:36:08,984
way that they're walking. So just for
example,

718
00:36:08,984 --> 00:36:11,605
if they're not using any AI, is it a good
or a bad thing?

719
00:36:11,605 --> 00:36:16,122
~ on one end, you say, Hey, I'm
implementing now my VP AI with here with
here

720
00:36:16,122 --> 00:36:21,653
are six AI ~ engineers and the twenty AI ~
experts that we have in

721
00:36:21,653 --> 00:36:24,172
the company that help them to build those
processes.

722
00:36:24,514 --> 00:36:26,816
And I can optimize the hell out of it
because hey,

723
00:36:26,816 --> 00:36:28,337
look at that. It's not optimized just yet.

724
00:36:28,337 --> 00:36:29,788
On one end, it's a great opportunity.

725
00:36:29,788 --> 00:36:32,400
On the other hand, if you're adding 30
people in the company,

726
00:36:32,400 --> 00:36:34,822
that none of them touched AI ever,

727
00:36:34,822 --> 00:36:38,696
how easy will it be to actually get them
to start testing those?

728
00:36:38,696 --> 00:36:42,541
Why didn't they test that? Why they ~ if
they're not ~ I'm not expecting them

729
00:36:42,541 --> 00:36:44,670
to be AI native, but if they are not even
AI,

730
00:36:44,670 --> 00:36:46,742
you know, ~ they they want to test it out.

731
00:36:46,742 --> 00:36:50,766
They they don't want they they're against
the the the the technologies,

732
00:36:50,766 --> 00:36:53,718
for example, they're saying that this is
something that makes content feel like

733
00:36:54,134 --> 00:36:56,436
it's against their beliefs and things of
that nature,

734
00:36:56,436 --> 00:36:58,218
then it probably will not be a great fit.

735
00:36:58,218 --> 00:37:00,890
I I don't want to replace fifty percent of
your employees in order

736
00:37:00,890 --> 00:37:02,412
to do the acquisition successfully.

737
00:37:02,412 --> 00:37:05,455
I want to make sure that we are building
something ~ right with most

738
00:37:05,455 --> 00:37:08,297
of the team that will continue with us for
the long run and and help us

739
00:37:08,297 --> 00:37:09,558
to build the additional scale.

740
00:37:09,558 --> 00:37:14,403
~ so there are so many things that you
need to kind of see their beliefs,

741
00:37:14,403 --> 00:37:16,475
their the their culture, their DNA,

742
00:37:16,475 --> 00:37:19,648
obviously all of the financials and things
of that nature that need to make sense.

743
00:37:19,874 --> 00:37:23,286
And then building a deal structure that
will incentivize them to optimize

744
00:37:23,286 --> 00:37:25,058
for the same elements. It could be,

745
00:37:25,058 --> 00:37:27,969
hey, right now your revenue per employee
is thirteen thousand dollars.

746
00:37:27,969 --> 00:37:29,331
We need to get it to twenty thousand,

747
00:37:29,331 --> 00:37:30,571
which is where the benchmarking is,

748
00:37:30,571 --> 00:37:32,182
or twenty five thousand or thirty
thousand,

749
00:37:32,182 --> 00:37:34,124
whatever that that number might be.

750
00:37:34,124 --> 00:37:38,437
~ how do we get there? What are the things
that do you believe that it's feasible?

751
00:37:38,437 --> 00:37:42,670
~ like I I don't expect now every single
employee to do five times more

752
00:37:42,670 --> 00:37:44,611
of their of of what they they currently
do,

753
00:37:44,611 --> 00:37:48,324
but it means that we might need to change
the way that they produce those assets

754
00:37:48,324 --> 00:37:49,324
because

755
00:37:49,132 --> 00:37:50,662
Otherwise we won't be able to scale it.

756
00:37:50,662 --> 00:37:54,754
So a lot of those things are it's kind of
a a a long dance,

757
00:37:54,754 --> 00:37:58,245
if you will. Like the to get to LOI letter
of intent and signing that,

758
00:37:58,245 --> 00:38:00,035
okay, that's within a month or so.

759
00:38:00,035 --> 00:38:02,746
We can do that sometimes even even within
two weeks.

760
00:38:02,746 --> 00:38:05,597
But then we have another three or four
months of due diligence

761
00:38:05,597 --> 00:38:07,187
of actually understanding the business,

762
00:38:07,187 --> 00:38:09,328
understanding the clients, understanding
the relationships,

763
00:38:09,328 --> 00:38:11,649
seeing how the management actually
performs,

764
00:38:11,649 --> 00:38:13,459
seeing how and then seeing, okay,

765
00:38:13,459 --> 00:38:15,010
this is a good fit, or hey, you know what?

766
00:38:15,010 --> 00:38:16,130
It I

767
00:38:16,460 --> 00:38:19,492
We have too many red flags that this will
not be flying with us.

768
00:38:19,492 --> 00:38:24,566
and and we could complete probably around
eleven deals till till now

769
00:38:24,566 --> 00:38:28,259
on things that we've started due diligence
and saw during the due diligence.

770
00:38:28,259 --> 00:38:32,162
Something there will not click with the
things that we are doing and

771
00:38:32,162 --> 00:38:33,903
or the things that we believe that should
be done.

772
00:38:33,903 --> 00:38:36,345
And if they're so against those changes,

773
00:38:36,345 --> 00:38:38,847
we don't want to change something in the
next day of the acquisition.

774
00:38:38,847 --> 00:38:40,408
Usually it's like a process of a year.

775
00:38:40,408 --> 00:38:42,850
Like it's not something that but if
they're not even

776
00:38:43,252 --> 00:38:46,604
open to the to the to the idea and they
just want to do exactly what they have
done

777
00:38:46,604 --> 00:38:50,025
till now, I won't be able to bring them in
any value.

778
00:38:50,025 --> 00:38:52,106
I'm not buying it just as a financial
investor.

779
00:38:52,106 --> 00:38:55,207
I'm buying it because I believe that I can
build something much bigger with that.

780
00:38:55,207 --> 00:38:58,105
And if they are not willing to do some of
those transitions,

781
00:38:58,105 --> 00:39:02,251
it it it will not make any sense for me to
try to invest into this type of a thing.

782
00:39:02,251 --> 00:39:05,492
So there are lots of things that you're
testing and and and and

783
00:39:05,492 --> 00:39:07,063
and checking while you're doing an MA.

784
00:39:07,063 --> 00:39:09,794
And once you're doing a ~ once you have
done a wrong MA,

785
00:39:10,400 --> 00:39:13,512
It's very, very painful. And I'm not just
talking about the finance side.

786
00:39:13,512 --> 00:39:14,770
Okay, I invested in something.

787
00:39:14,770 --> 00:39:16,805
A lot of times just to connect the team,

788
00:39:16,805 --> 00:39:18,507
to connect the management with your
management,

789
00:39:18,507 --> 00:39:20,218
to connect the departments, the finance,

790
00:39:20,218 --> 00:39:22,139
the HR, the marketing, the sales,

791
00:39:22,139 --> 00:39:25,542
that so many people that now need to start
w learning how to work together.

792
00:39:25,542 --> 00:39:29,105
and if it's if it works well, you feel it.

793
00:39:29,105 --> 00:39:33,058
If it works really off, it you feel that
as well.

794
00:39:33,058 --> 00:39:35,370
So you don't want to make mistakes in
here.

795
00:39:36,502 --> 00:39:41,604
you mentioned incentives so people
maintain their employment after
acquisition.

796
00:39:41,604 --> 00:39:44,485
What have you found now? Because
everything's changed,

797
00:39:44,485 --> 00:39:50,947
what do you found now is a good approach
to incentivizing folks when acquisitions

798
00:39:50,947 --> 00:39:52,147
are happening? What's that look like?

799
00:39:52,147 --> 00:39:54,328
Is it stock options? Is it profit share?

800
00:39:54,328 --> 00:39:57,369
Is it bonuses based upon the time frame
you stay on?

801
00:39:57,369 --> 00:39:59,360
What have you found that works best right
now?

802
00:40:00,526 --> 00:40:03,287
So I think that it's a mix of everything
you just should you just mentioned.

803
00:40:03,287 --> 00:40:06,548
Like for a new unit that is kind of
joining forces with us,

804
00:40:06,548 --> 00:40:11,409
we usually have ~ you know a cash
incentive initially to buy to buy the
company.

805
00:40:11,409 --> 00:40:15,440
On top of that, we are giving them shares
so they will care about the success

806
00:40:15,440 --> 00:40:19,651
of all of us together, not just ~ not just
your unit or our unit.

807
00:40:19,651 --> 00:40:24,323
Beyond that, you are giving another ~
percent of a profit share from

808
00:40:24,323 --> 00:40:27,534
the business unit itself because you want
to make sure they're also staying

809
00:40:27,534 --> 00:40:28,774
as profitable as they can.

810
00:40:29,126 --> 00:40:31,117
~ and and the fact that they are
profitable,

811
00:40:31,117 --> 00:40:34,648
you know, if now you can invest more time
on the integration with a company

812
00:40:34,648 --> 00:40:36,508
or just focusing on your own thing.

813
00:40:36,508 --> 00:40:40,819
So you have both stocks and the incentive
to keep that ~ profitability as

814
00:40:40,819 --> 00:40:45,290
as well as you can. So we're giving it
basically with with ~ four different types

815
00:40:45,291 --> 00:40:49,732
of of of of of a deal structure that it
happens for every single one of those
deals.

816
00:40:49,732 --> 00:40:53,713
And and it's really important for me to
give every single one of those deals,

817
00:40:53,713 --> 00:40:57,004
every single one of those four elements
are really important.

818
00:40:57,304 --> 00:40:59,135
To have a higher success rate.

819
00:40:59,135 --> 00:41:00,777
It doesn't promise the success rate,

820
00:41:00,777 --> 00:41:04,710
but it's a higher success rate because
then the incentives are usually aligned.

821
00:41:04,710 --> 00:41:07,463
Like we all see the same things,

822
00:41:07,463 --> 00:41:10,555
the same ~ you know, values that we are
optimizing toward.

823
00:41:10,555 --> 00:41:11,966
We want to grow, that's great,

824
00:41:11,966 --> 00:41:14,619
but we don't want to grow ~ not profitably
enough,

825
00:41:14,619 --> 00:41:17,561
right? And you want to grow ~ and your
headcount,

826
00:41:17,561 --> 00:41:20,213
but you don't want to grow it faster than
the revenue trucks.

827
00:41:20,213 --> 00:41:23,696
and and like a lot of things that that
needs to be aligned,

828
00:41:23,696 --> 00:41:25,358
so they weren't gonna have.

829
00:41:26,050 --> 00:41:29,771
the idea the the the the notion of
optimizing toward one element and

830
00:41:29,932 --> 00:41:33,373
the come the main entity is optimizing
toward another element and then

831
00:41:33,373 --> 00:41:35,073
you have crashes saying, Well,

832
00:41:35,073 --> 00:41:37,624
I think we should go right and they will
say we need to go left.

833
00:41:37,624 --> 00:41:40,065
We all need to believe that if we need to
go right,

834
00:41:40,065 --> 00:41:41,316
let's go right. If we need to go left,

835
00:41:41,316 --> 00:41:45,868
go left. But but let's make those
decisions based on the same shared values

836
00:41:45,868 --> 00:41:47,028
and KPIs, basically.

837
00:41:48,462 --> 00:41:54,350
Do you have one big goal? Is there a North
Star that that's what we're working

838
00:41:54,350 --> 00:41:58,515
towards? And and if you do, are you is
that something you're transparent about?

839
00:41:58,515 --> 00:42:00,318
Are you vocal about that?

840
00:42:01,026 --> 00:42:02,807
I'm very, very transparent about that.

841
00:42:02,807 --> 00:42:05,418
we're trying to build something that's
called like the GOS,

842
00:42:05,418 --> 00:42:08,029
the growth operating system. Now that's a
big vision,

843
00:42:08,029 --> 00:42:11,050
like saying hey, for every single company
that will come come along our way,

844
00:42:11,050 --> 00:42:13,442
we will ~ know what is your KPI.

845
00:42:13,442 --> 00:42:15,132
Your KPI is getting more downloads,

846
00:42:15,132 --> 00:42:17,373
more leads, more registrations,

847
00:42:17,373 --> 00:42:18,794
more subscribers, more whatever.

848
00:42:18,794 --> 00:42:22,536
And the fact that I have now thirty
different services as a company,

849
00:42:22,536 --> 00:42:24,486
and on top of that, I have eleven
products,

850
00:42:24,486 --> 00:42:26,377
I have forty one business offerings,

851
00:42:26,377 --> 00:42:27,818
if you will. It's a massive amount.

852
00:42:28,532 --> 00:42:31,813
Knowing what to fit to each one and how to
actually create all of that

853
00:42:31,813 --> 00:42:35,404
in in the future, maybe it's gonna be
fully automated.

854
00:42:35,404 --> 00:42:37,535
I don't think that it will come all the
way to fully automated,

855
00:42:37,535 --> 00:42:40,205
it might be ninety percent automated or
eighty percent automated.

856
00:42:40,205 --> 00:42:44,086
~ but getting into a stage where we are
servicing them one by one,

857
00:42:44,086 --> 00:42:46,277
creating the creatives, coming with a
copywriter,

858
00:42:46,277 --> 00:42:49,648
designers, our director, and then coming
up with the messaging and then taking

859
00:42:49,648 --> 00:42:53,009
it to the media department. The media
department needs to take it for Facebook
ads,

860
00:42:53,009 --> 00:42:55,900
for Google ads, for whatever, and then
implementing it in the campaign,

861
00:42:55,900 --> 00:42:56,900
then seeing what works.

862
00:42:57,270 --> 00:43:00,661
All of those ~ processes ~ used to be
super manual,

863
00:43:00,661 --> 00:43:03,492
like purely manual. That that that was the
agency was doing.

864
00:43:03,492 --> 00:43:05,933
If you want to turn it into a tech
company,

865
00:43:05,933 --> 00:43:10,094
each and every one of those processes need
to be as automate as automating them

866
00:43:10,094 --> 00:43:13,195
as much as you can. ~ now you need human
in the loop.

867
00:43:13,195 --> 00:43:16,276
You need to make sure that you're
inspecting every single one of those
places that

868
00:43:16,536 --> 00:43:21,267
where it can go wrong, right? ~ but if if
the vision is actually trying

869
00:43:21,267 --> 00:43:24,088
to build this type of a geo as like the
growth operating system.

870
00:43:24,406 --> 00:43:26,707
Of alerts and systems that are connected
to one another.

871
00:43:26,707 --> 00:43:27,898
And then once they here you go,

872
00:43:27,898 --> 00:43:30,229
that we created the the ~ the creative,

873
00:43:30,229 --> 00:43:32,461
~ the client approved it, play,

874
00:43:32,461 --> 00:43:34,032
poof, it's going into the campaign,

875
00:43:34,032 --> 00:43:35,313
seeing from the campaign what works,

876
00:43:35,313 --> 00:43:36,743
getting from their feedback back.

877
00:43:36,743 --> 00:43:38,394
This is working, this is not working,

878
00:43:38,394 --> 00:43:41,196
create nuances and then we're building it
back to the campaign.

879
00:43:41,196 --> 00:43:43,968
Now change the landing page. This
messaging works better than this one.

880
00:43:43,968 --> 00:43:47,330
Change the messaging within the design in
in the screenshots in the app store

881
00:43:47,330 --> 00:43:48,611
or in the landing page over there,

882
00:43:48,611 --> 00:43:50,892
like making this entire connected system.

883
00:43:51,074 --> 00:43:53,375
To help optimize all of those things for
you.

884
00:43:53,375 --> 00:43:56,576
For every segment of a user, it's a big
vision.

885
00:43:56,576 --> 00:43:57,995
Like it's so many moving pieces.

886
00:43:57,995 --> 00:44:00,058
And it's the same for with journalists on
the PR.

887
00:44:00,058 --> 00:44:03,089
It's the same with podcasts getting you
the world best podcast.

888
00:44:03,089 --> 00:44:07,431
How to actually get and pitch you as as a
founder to the world best podcast,

889
00:44:07,431 --> 00:44:09,342
for example, or how to do that on Amazon,

890
00:44:09,342 --> 00:44:11,903
where you have so many pieces that you can
change.

891
00:44:11,903 --> 00:44:15,474
Every single ~ page, you have eight images
and you have the text and

892
00:44:15,474 --> 00:44:19,276
you have the description and you have the
you have so many assets to to play with.

893
00:44:19,764 --> 00:44:22,955
and the the the pricing and giving a
discount and not giving a discount

894
00:44:22,955 --> 00:44:24,456
and doing all of those things
programmatically,

895
00:44:24,456 --> 00:44:28,567
theoretically, machine can probably make
better decisions than us as long

896
00:44:28,567 --> 00:44:30,567
as it's structured in a specific harness,

897
00:44:30,567 --> 00:44:32,078
like as long as it knows the context,

898
00:44:32,078 --> 00:44:33,708
what it can do, what it cannot do,

899
00:44:33,708 --> 00:44:37,220
and giving it the rules. So my goal is to
build this type of

900
00:44:37,220 --> 00:44:40,481
a growth operating system. Every single
portal we manage to build

901
00:44:40,481 --> 00:44:44,502
a lot more features and a lot more apps
into that growth operating system.

902
00:44:44,502 --> 00:44:45,502
~

903
00:44:45,442 --> 00:44:48,694
But it's not perfect and it's not it's not
fully automated just yet.

904
00:44:48,694 --> 00:44:50,645
It's it's it's ~ to be very honest.

905
00:44:50,645 --> 00:44:54,357
I have now so many silos. This silo works
amazing.

906
00:44:54,357 --> 00:44:57,118
And this silo works amazing. Connecting
those two silos together

907
00:44:57,118 --> 00:44:59,390
and getting their automatic feedback loop,

908
00:44:59,390 --> 00:45:03,302
it's a big, big, big lift to actually get
that to work efficiently.

909
00:45:03,302 --> 00:45:06,974
~ where you can change your messaging and
the messaging will change

910
00:45:06,974 --> 00:45:08,665
the people that you are trying to reach.

911
00:45:08,665 --> 00:45:10,095
And then how to actually reach them.

912
00:45:10,095 --> 00:45:12,257
Okay, Facebook, no, now Google ads.

913
00:45:12,257 --> 00:45:14,658
No, take it to LinkedIn ads. Like you have
so many.

914
00:45:15,114 --> 00:45:18,185
If then, if then, if then the decision
trees that you need to build

915
00:45:18,185 --> 00:45:19,975
on across each and every one of those
services.

916
00:45:19,975 --> 00:45:22,746
So I think that I'm trying to build
something that is very,

917
00:45:22,746 --> 00:45:25,387
very big on the on the the notion of it.

918
00:45:25,387 --> 00:45:27,838
~ employees could also be alarm saying,

919
00:45:27,838 --> 00:45:32,019
hey, he is planning to have less people on
board.

920
00:45:32,019 --> 00:45:36,360
So why would I give him everything I need
to know and train a system to do that?

921
00:45:36,360 --> 00:45:37,841
And then what will be my role?

922
00:45:37,841 --> 00:45:41,222
And a lot of people in the company
actually saw that from a content manager
that

923
00:45:41,222 --> 00:45:42,442
was managing the content.

924
00:45:42,722 --> 00:45:45,814
She turned into an AI director and now
she's managing much more

925
00:45:45,814 --> 00:45:49,536
AI processes within those systems and
tagging and actually creating

926
00:45:49,536 --> 00:45:52,248
new products within the system because she
was good,

927
00:45:52,248 --> 00:45:54,620
because she was smart, because we wanted
to continue working with her.

928
00:45:54,620 --> 00:45:58,772
~ but people's ~ roles are changing and
responsibilities are changing.

929
00:45:58,772 --> 00:46:02,165
So I feel like we are trying to build this
type of a big ecosystem.

930
00:46:02,165 --> 00:46:04,616
There are a lot of risk, so to speak,

931
00:46:04,616 --> 00:46:07,118
with the employees. Hey, I'm I'm telling
him everything I know.

932
00:46:07,384 --> 00:46:10,634
He will teach it to ~ this type of a brain
that will do that for me,

933
00:46:10,634 --> 00:46:13,767
and then then what is my role in the in in
in the company or in the world,

934
00:46:13,767 --> 00:46:17,839
~ so to speak. So there are a lot of
different ~ challenges with that,

935
00:46:17,839 --> 00:46:19,799
but I'm very transparent about where we
are going.

936
00:46:19,799 --> 00:46:23,551
I'm very transparent about the fact that I
know that that a lot of things need

937
00:46:23,551 --> 00:46:25,898
to be ~ QA'd by the world experts.

938
00:46:25,898 --> 00:46:30,254
Like I needed an amazing copywriter to see
if the text that was written

939
00:46:30,254 --> 00:46:33,125
was world class. If it's not, reshuffle
it.

940
00:46:33,125 --> 00:46:35,126
I need a designer to look on the design
saying,

941
00:46:35,562 --> 00:46:39,105
I would love on if if if it was my
creation,

942
00:46:39,105 --> 00:46:41,487
I would sign on it. If it's not,

943
00:46:41,487 --> 00:46:43,889
redo that. Like the walking on that.

944
00:46:43,889 --> 00:46:47,702
And so it's kind of changing the
perspective of every single one of

945
00:46:47,702 --> 00:46:49,694
the employees in the company of how we are
walking,

946
00:46:49,694 --> 00:46:52,016
how we're actually producing assets.

947
00:46:52,016 --> 00:46:53,477
And it's not just about saving time,

948
00:46:53,477 --> 00:46:57,580
it's about the fact that once it's
connected automatically one system to
another,

949
00:46:57,580 --> 00:47:00,423
the feedback loop could be running in the
night.

950
00:47:00,423 --> 00:47:03,375
The feedback loop could actually run
through like in a pace that that

951
00:47:03,375 --> 00:47:04,375
no human can do.

952
00:47:05,132 --> 00:47:09,924
And then the same designer that used to do
five assets per day now can actually

953
00:47:09,924 --> 00:47:15,786
do ~ review fifty assets or five hundred
assets and and know how to fix them

954
00:47:15,786 --> 00:47:19,518
in a matter of of of minutes instead of
instead of ~ hours.

955
00:47:19,518 --> 00:47:21,789
So it changes every single hole in the
company.

956
00:47:21,789 --> 00:47:26,141
~ and I feel like ~ this change is not
easy for every single one of the
employees,

957
00:47:26,141 --> 00:47:30,122
but we are very transparent about what we
are trying to build and

958
00:47:30,122 --> 00:47:33,554
the notion there and what we feel like can
become a very big solution.

959
00:47:33,964 --> 00:47:35,295
If we will be able to build it,

960
00:47:35,295 --> 00:47:39,238
the company will be massive. And they're
all aware of it and they

961
00:47:39,238 --> 00:47:41,610
all have something to earn if it will
become massive.

962
00:47:41,610 --> 00:47:46,503
So I think that the the we are trying to
do something that has a very big vision.

963
00:47:46,503 --> 00:47:51,217
~ it's not an easy vision. I think that
the more pieces that you're connecting
into

964
00:47:51,217 --> 00:47:55,310
this puzzle, every single one of those
acquisitions add you another five
additional

965
00:47:55,310 --> 00:47:57,712
occupations, so to speak, that now you
need to rebuild and

966
00:47:57,712 --> 00:47:59,673
how it's actually connecting to other
systems.

967
00:47:59,673 --> 00:48:00,673
So it's not easy.

968
00:48:01,335 --> 00:48:05,471
but I feel like ~ we're all feeling like
we are building something big together.

969
00:48:07,820 --> 00:48:08,887
So if you solve

970
00:48:11,010 --> 00:48:12,319
Your biggest problem.

971
00:48:14,978 --> 00:48:17,686
What does it fix? So something in your
mind,

972
00:48:17,686 --> 00:48:21,228
the biggest problem that you're working on
right now.

973
00:48:24,126 --> 00:48:27,368
~ I would say that it's the past habits.

974
00:48:27,368 --> 00:48:30,400
~ I think that that's the the hardest
part.

975
00:48:30,400 --> 00:48:33,592
Like there are teams that are super
innovative and they're super quick

976
00:48:33,592 --> 00:48:37,294
to change and adapting and and and and and
you have other teams that's saying,

977
00:48:37,294 --> 00:48:39,330
but that's how we how we used to do that.

978
00:48:39,330 --> 00:48:43,697
Can we do that? I I had one of my VPs
asking me ~ yesterday,

979
00:48:43,697 --> 00:48:47,206
she saw a new tool that allows us to save
massive amount of time on something.

980
00:48:47,206 --> 00:48:48,670
And she said, like when I saw that,

981
00:48:48,670 --> 00:48:51,572
I I I started asking myself, can I even
use something like that?

982
00:48:51,840 --> 00:48:53,811
Is i is it okay to use something like
that?

983
00:48:53,811 --> 00:48:56,621
And and the answer was absolutely like
that's exactly the things that

984
00:48:56,621 --> 00:49:00,252
we are trying to see how we are giving the
clients the best results the fastest way.

985
00:49:00,252 --> 00:49:02,463
If we have shortcuts, bring them on.

986
00:49:02,463 --> 00:49:04,163
Like we want to do that as long as it's
legal,

987
00:49:04,163 --> 00:49:07,084
as long as we don't have problems with
rights or things on that nature,

988
00:49:07,084 --> 00:49:10,785
IP and things on that nature. But ~ a lot
of times the mindset of

989
00:49:10,785 --> 00:49:14,596
if if someone starts their day and coming
as a designer and coming

990
00:49:14,596 --> 00:49:16,307
and starting their day within Photoshop,

991
00:49:16,307 --> 00:49:17,937
they are probably starting in the wrong
tool.

992
00:49:17,937 --> 00:49:21,408
I need them to start envisioning their
their day to start with

993
00:49:21,720 --> 00:49:26,934
Kling or with never mind if it's a nano
banana three point one or if it's like

994
00:49:27,355 --> 00:49:31,338
I need them to to to start with Weavy or
or whatever type of creative tools that

995
00:49:31,338 --> 00:49:35,311
allow you to build like an AI ecosystem
that when you can prompt something

996
00:49:35,311 --> 00:49:38,974
and it does that for you and create you
six versions or sixty versions

997
00:49:38,974 --> 00:49:40,706
as long as the tokens allow you,

998
00:49:40,706 --> 00:49:45,360
they just produce a massive amount of
output in the same amount of time that

999
00:49:45,360 --> 00:49:49,843
you would produce one asset, ~ you can now
produce tens of those

1000
00:49:49,843 --> 00:49:50,843
or hundreds of those.

1001
00:49:51,126 --> 00:49:53,387
And they will be consistent with the brand
guidelines and all of the,

1002
00:49:53,387 --> 00:49:55,078
you know, you're giving it the right
harness,

1003
00:49:55,078 --> 00:49:57,028
so it will it will follow your logic.

1004
00:49:57,028 --> 00:50:01,830
~ and I think that changing the mentality
of how we always done that,

1005
00:50:01,830 --> 00:50:04,759
~ for people that has 15 years of
experience,

1006
00:50:04,759 --> 00:50:07,342
they feel like that's that's what I have
to give you.

1007
00:50:07,342 --> 00:50:08,813
Like that's that's the value that I'm
bringing.

1008
00:50:08,813 --> 00:50:11,965
That's why you hired me. And the answer is
that that's why I hired you,

1009
00:50:11,965 --> 00:50:14,496
because you have the eye to see what's
good,

1010
00:50:14,496 --> 00:50:18,337
what's not. The the the ability to judge
if this is the right output or not.

1011
00:50:18,337 --> 00:50:20,198
But it doesn't mean that you need to
produce

1012
00:50:20,524 --> 00:50:23,556
The things in the same way. Just like the
most of the people that

1013
00:50:23,556 --> 00:50:29,460
are coding every single day, most of the
code is being drafted by by ~ codex

1014
00:50:29,460 --> 00:50:33,163
or by ~ a cloud or by you know whatever
type of a system that you prefer.

1015
00:50:33,163 --> 00:50:35,885
And it's okay. It's not it doesn't mean
that you're cheating.

1016
00:50:35,885 --> 00:50:38,377
That that's the new way of producing
things much faster.

1017
00:50:38,377 --> 00:50:39,888
Now you need to know how to inspect it,

1018
00:50:39,888 --> 00:50:43,402
how to judge it, how to but every single
one of those occupations are changing.

1019
00:50:43,402 --> 00:50:45,802
There are people that are really resistant
to that and saying,

1020
00:50:45,802 --> 00:50:47,283
No, I tested it once, it sucks,

1021
00:50:47,283 --> 00:50:48,283
yeah, you can't use it.

1022
00:50:48,366 --> 00:50:49,688
And there are people that are embracing
it.

1023
00:50:49,688 --> 00:50:50,899
And the ones that are embracing it,

1024
00:50:50,899 --> 00:50:54,454
~ like I feel like that's what I'm trying
to get for the entire organization

1025
00:50:54,454 --> 00:50:56,577
to embrace it, and it's not this easy.

1026
00:50:56,577 --> 00:50:57,577
Hmm.

1027
00:50:58,668 --> 00:51:02,578
So when something breaks, Golad does what?

1028
00:51:04,302 --> 00:51:07,845
Asking to investigate what was not the
mistake,

1029
00:51:07,845 --> 00:51:09,986
but what led us to the cause of that
mistake.

1030
00:51:09,986 --> 00:51:12,398
It's okay to make a mistake as long as you
learn from it.

1031
00:51:12,398 --> 00:51:14,010
And I'm telling that for every single
employee,

1032
00:51:14,010 --> 00:51:18,093
whether it's a manager level all the way
to a VP or partner.

1033
00:51:18,093 --> 00:51:21,996
If you didn't learn from the mistake and
then the re mistake repeats,

1034
00:51:21,996 --> 00:51:24,618
that's where I'm I'm getting upset because
I feel like

1035
00:51:25,068 --> 00:51:28,010
It's okay to make mistakes. Sometimes
those mistakes can cost me a client.

1036
00:51:28,010 --> 00:51:30,061
Okay. Mistakes could be very painful.

1037
00:51:30,061 --> 00:51:31,672
And and client could be worth seven
figures.

1038
00:51:31,672 --> 00:51:34,304
Like it's not something that that it's
like easy to lose.

1039
00:51:34,304 --> 00:51:36,866
~ but as long as we learn from it,

1040
00:51:36,866 --> 00:51:41,529
I'm okay with that. And I'm okay with that
even if it cost me a lot of that mistake.

1041
00:51:41,529 --> 00:51:43,470
But if you didn't learn from the mistake,

1042
00:51:43,470 --> 00:51:47,533
that's where I feel like ~ like you you
won't gonna meet the same type

1043
00:51:47,533 --> 00:51:49,384
of nice personality, so to speak,

1044
00:51:49,384 --> 00:51:50,955
to to to talk to you about that.

1045
00:51:50,955 --> 00:51:54,518
~ because that's that's the most important
thing when you're

1046
00:51:54,850 --> 00:51:56,610
Walking on a ha on a on a large scale.

1047
00:51:56,610 --> 00:51:58,931
you need to test things. Without testing
things,

1048
00:51:58,931 --> 00:52:00,972
you won't fail. Like obviously.

1049
00:52:00,972 --> 00:52:03,742
But but then it means that you're not
really pushing the the the boundaries.

1050
00:52:03,742 --> 00:52:05,393
You're not helping the company to grow.

1051
00:52:05,393 --> 00:52:07,713
But if you have done something and it
failed,

1052
00:52:07,713 --> 00:52:10,804
learn from it and share the knowledge of
you.

1053
00:52:10,804 --> 00:52:13,835
Like one of the the the the hardest thing
for an employee to this is saying,

1054
00:52:13,835 --> 00:52:18,396
well, it's not just like I I I done here
something that was painful for the
company.

1055
00:52:18,396 --> 00:52:21,207
I don't want to admit the fact that I've
done something that was harmful

1056
00:52:21,207 --> 00:52:23,508
for the company, but that's the only way
that the entire team will

1057
00:52:23,508 --> 00:52:24,598
not repeat the same mistake.

1058
00:52:24,942 --> 00:52:29,905
So if you are not sharing that incident ~
and and what we've learned out of it,

1059
00:52:29,905 --> 00:52:32,526
as long as you're sharing what no matter
what was the outcome,

1060
00:52:32,526 --> 00:52:35,568
probably no one will get fired if they if
you've done a mistake,

1061
00:52:35,568 --> 00:52:37,369
even if it cost me the biggest client of
mine.

1062
00:52:37,369 --> 00:52:41,872
~ but if they hide the fact that they've
done that mistake and now it's repeated

1063
00:52:41,872 --> 00:52:45,334
for the second or third time, then they
will probably not stay with us.

1064
00:52:45,998 --> 00:52:48,280
How we know that we learn from the
mistake?

1065
00:52:48,280 --> 00:52:52,353
How can we embed that into our
organizations without it happening again?

1066
00:52:52,353 --> 00:52:57,066
Like do we have to wait for it to happen
again to know that we learn from it?

1067
00:52:57,888 --> 00:53:01,000
I think that that that once you've done
something and you saw that

1068
00:53:01,000 --> 00:53:03,191
it was getting you to a really bad
outcome,

1069
00:53:03,191 --> 00:53:06,233
~ the biggest question is what led you to
that decision?

1070
00:53:06,233 --> 00:53:10,535
Okay. You created a PR pitch for a client
and then you shared

1071
00:53:10,535 --> 00:53:13,077
it with the journalists and you shared
version two and not version three.

1072
00:53:13,077 --> 00:53:15,388
Version three was approved, version two
was not approved.

1073
00:53:15,388 --> 00:53:18,550
How do you prohibit from that happening
ever again?

1074
00:53:18,550 --> 00:53:21,422
Then okay, there is a problem with the
file system.

1075
00:53:21,422 --> 00:53:25,194
There is a problem with ~ the the fact
that that that previous file is not

1076
00:53:25,314 --> 00:53:27,055
deleted or archived or what have you.

1077
00:53:27,055 --> 00:53:30,528
There is a problem of ~ of you not using
the the most up to date.

1078
00:53:30,528 --> 00:53:34,300
So how can we create actually create a QA
bot before you sending something

1079
00:53:34,300 --> 00:53:37,948
to the client to make sure that this is
the most l up to date version of

1080
00:53:37,948 --> 00:53:42,406
of of what have you. So if we made a
mistake,

1081
00:53:42,406 --> 00:53:45,027
no one loves making mistakes, it could be
very painful.

1082
00:53:45,027 --> 00:53:48,800
But then the question is what are the
actions that we all take as a team,

1083
00:53:48,800 --> 00:53:52,803
as a collaborative team, to make sure that
those things will will not happen again.

1084
00:53:52,803 --> 00:53:54,764
So if you have a good mitigation plan
later on,

1085
00:53:55,246 --> 00:53:59,069
~ so you want you you will probably repeat
the same mistake again.

1086
00:53:59,069 --> 00:54:02,192
So if you are showing, hey, this is what
happened,

1087
00:54:02,192 --> 00:54:04,394
this is what led us to that mistake.

1088
00:54:04,394 --> 00:54:06,175
Sometimes it's error on judgment,

1089
00:54:06,175 --> 00:54:08,617
sometimes it's a lack of of looking on
something,

1090
00:54:08,617 --> 00:54:10,339
sometimes it's it's it's a glitch,

1091
00:54:10,339 --> 00:54:14,942
it's it's a mistake. ~ but if you solve
why that mistake happened,

1092
00:54:14,942 --> 00:54:17,985
why the mistake allowed you to make the
wrong decision,

1093
00:54:17,985 --> 00:54:21,548
then you can actually change the the not
just the outcome for the next time,

1094
00:54:21,548 --> 00:54:24,040
but the the process that led you to that
outcome.

1095
00:54:25,858 --> 00:54:28,991
What do you want to back to acquisitions
real quick and then what I want

1096
00:54:28,991 --> 00:54:30,462
you to share with us as time wraps up,

1097
00:54:30,462 --> 00:54:32,424
man flies, right? When a couple guys are
having fun.

1098
00:54:32,424 --> 00:54:39,190
But ~ what have you found that you can
acquire that you haven't been able

1099
00:54:39,190 --> 00:54:40,190
to build?

1100
00:54:43,023 --> 00:54:47,229
the expertise. I feel like ~ I can always
bring an expert with

1101
00:54:47,250 --> 00:54:50,544
10 years of experience if I was doing it
for another competing company

1102
00:54:50,544 --> 00:54:52,207
and then opening our own department.

1103
00:54:52,207 --> 00:54:56,623
~ but I feel like the the the notion of a
team that knows how to work together

1104
00:54:56,762 --> 00:54:58,136
~ effectively.

1105
00:54:58,534 --> 00:55:03,237
And the the clientele that also coming
with that that gives you the ability to
say,

1106
00:55:03,237 --> 00:55:06,198
~ in this case, I have here case studies.

1107
00:55:06,198 --> 00:55:08,279
I have here references of of of something.

1108
00:55:08,279 --> 00:55:09,810
If I'm building something from scratch,

1109
00:55:09,810 --> 00:55:11,861
I don't have any references. I don't have
any case studies.

1110
00:55:11,861 --> 00:55:13,542
I don't have any I I'm starting from
scratch.

1111
00:55:13,542 --> 00:55:17,694
I'm starting from the fact that that
brilliant guy that I just hired will help

1112
00:55:17,694 --> 00:55:19,045
us to build it from the ground up.

1113
00:55:19,045 --> 00:55:21,947
But I'm also gonna do every single mistake
in the book because I don't have

1114
00:55:21,947 --> 00:55:24,961
the the cookbook. I don't know the
processes.

1115
00:55:24,961 --> 00:55:26,859
~ you want to do influencer marketing,

1116
00:55:26,859 --> 00:55:27,859
for example. Okay.

1117
00:55:28,462 --> 00:55:32,205
How do I start to find who is the best
influencers for each and every

1118
00:55:32,205 --> 00:55:34,706
one of those niches that that I want to
do?

1119
00:55:34,706 --> 00:55:36,108
Should I go with the smaller ones,

1120
00:55:36,108 --> 00:55:38,589
with the bigger ones, with the really
massive ones?

1121
00:55:38,589 --> 00:55:40,201
Like you have so many decisions.

1122
00:55:40,201 --> 00:55:43,913
And then, okay, template for agreement
with that influencer.

1123
00:55:43,913 --> 00:55:46,648
What do we expect from them? The SLAs,

1124
00:55:46,648 --> 00:55:48,989
the timeline. Like that, what is the
timeline with the client?

1125
00:55:48,989 --> 00:55:52,570
Like there so many things that you can
establish if you already have

1126
00:55:52,570 --> 00:55:55,882
a system that was built, and then
hopefully we can optimize a bit of it.

1127
00:55:56,268 --> 00:55:57,639
But if you don't have that system,

1128
00:55:57,639 --> 00:56:00,742
building that ecosystem ~ could cost you
probably,

1129
00:56:00,742 --> 00:56:04,015
you know, another two years or three years
of going through different things that

1130
00:56:04,015 --> 00:56:07,318
and and and hitting walls and then change
and correct and things of that nature.

1131
00:56:07,318 --> 00:56:09,910
So I feel like ~ when you're doing an
acquisition,

1132
00:56:09,910 --> 00:56:13,033
you're buying the talent, you're also
buying their processes,

1133
00:56:13,033 --> 00:56:15,715
you're buying their their ~ key studies,

1134
00:56:15,715 --> 00:56:18,908
you're buying their active clients that
are coming in and basically can serve

1135
00:56:18,908 --> 00:56:23,222
as as as referrals. ~ and and all of those
things is much more than just,

1136
00:56:23,222 --> 00:56:24,222
you know.

1137
00:56:24,120 --> 00:56:25,376
Getting another two folks and saying,

1138
00:56:25,376 --> 00:56:26,376
Yeah, let's figure it out.

1139
00:56:27,842 --> 00:56:31,676
What do you want us to know about Moburst
and and not just people listening,

1140
00:56:31,676 --> 00:56:33,948
but your ideal future customer,

1141
00:56:33,948 --> 00:56:35,890
your current customer, your future
customer,

1142
00:56:35,890 --> 00:56:39,995
the marketing, the branding. What is it
important that the world

1143
00:56:39,995 --> 00:56:41,717
and everybody that you want to know about
you?

1144
00:56:41,717 --> 00:56:42,988
What's it important that we know?

1145
00:56:45,198 --> 00:56:49,241
~ Specifically about Moburst? Yeah.

1146
00:56:49,241 --> 00:56:52,173
So I think that like we are really,

1147
00:56:52,173 --> 00:56:54,184
really passionate about solving,

1148
00:56:54,184 --> 00:56:56,776
and I think that every single marketing
challenge can be solved.

1149
00:56:56,776 --> 00:56:58,467
I really truly believe in that.

1150
00:56:58,467 --> 00:57:02,350
If you are if you are bold with your
actions and you have data in in

1151
00:57:02,350 --> 00:57:06,223
in systems that can actually start reverse
engineering things and understand trends,

1152
00:57:06,223 --> 00:57:08,834
~ every single marketing challenge can be
solved.

1153
00:57:08,834 --> 00:57:11,326
Now the the the question is how do you
approach it?

1154
00:57:11,326 --> 00:57:12,687
How do you find product market fit?

1155
00:57:12,687 --> 00:57:13,688
How do you actually get

1156
00:57:14,072 --> 00:57:18,436
through the the the noise, you can do
thousands of different activities.

1157
00:57:18,436 --> 00:57:19,707
~ someone can peach you about,

1158
00:57:19,707 --> 00:57:21,318
hey, solve it with LinkedIn campaign.

1159
00:57:21,318 --> 00:57:22,950
No, do your activity on Reddit.

1160
00:57:22,950 --> 00:57:26,052
No, go on LinkedIn ~ and and and do
thought leadership.

1161
00:57:26,052 --> 00:57:30,636
No, do go with Vi Alex. Every single time
that you have a a very limited budget

1162
00:57:30,797 --> 00:57:33,058
and you're ~ you know in in your first
steps,

1163
00:57:33,058 --> 00:57:35,361
~ it's much harder to make that decision.

1164
00:57:35,361 --> 00:57:36,582
Okay, how much should I spend?

1165
00:57:36,582 --> 00:57:38,003
How can I actually measure the results?

1166
00:57:38,003 --> 00:57:41,496
How do I actually get it through the right
~ to the to the to the right

1167
00:57:41,706 --> 00:57:44,839
Audience with the right message to get me
the result that I want I'm looking to get.

1168
00:57:44,839 --> 00:57:48,452
~ so I feel like that's one of the things
that Mobis is really,

1169
00:57:48,452 --> 00:57:52,526
really good at. On I I we will not sell
you the fluff.

1170
00:57:52,526 --> 00:57:53,967
We will not, yeah, I can always show,

1171
00:57:53,967 --> 00:57:56,609
yeah, we built this ~ social presence on
TikTok.

1172
00:57:56,609 --> 00:58:00,362
We got 250,000 followers on that specific
campaign.

1173
00:58:00,362 --> 00:58:02,224
And and it's true, I I can show you that.

1174
00:58:02,224 --> 00:58:06,348
But do you have now two million dollars to
spend on that specific niche where

1175
00:58:06,348 --> 00:58:08,820
you want to get all of your users to
download your product?

1176
00:58:09,014 --> 00:58:10,385
Or to subscribe on your website.

1177
00:58:10,385 --> 00:58:12,597
And then the fact that they are following
you on TikTok,

1178
00:58:12,597 --> 00:58:14,938
besides getting you a great ego,

1179
00:58:14,938 --> 00:58:17,350
~ with that, hey, look on how many
followers I have.

1180
00:58:17,350 --> 00:58:19,562
~ they're not subscribed to your service,

1181
00:58:19,562 --> 00:58:22,204
they're not really activating activating
in you in your platform.

1182
00:58:22,204 --> 00:58:25,636
Why did you spend so much on that platform
rather than actually getting them

1183
00:58:25,636 --> 00:58:27,098
to the thing that will help you?

1184
00:58:27,098 --> 00:58:29,299
So we're not selling that that type of
fluff.

1185
00:58:29,299 --> 00:58:31,110
A lot of times a client will come to me
and say,

1186
00:58:31,110 --> 00:58:33,502
I want to buy an influencer marketing.

1187
00:58:33,502 --> 00:58:35,744
I heard from a friend of mine that was
working really well.

1188
00:58:35,916 --> 00:58:39,718
And we saw that they want to go after
influencers in a hyperlocal place,

1189
00:58:39,718 --> 00:58:41,729
which means in New York City, think about
the dating app.

1190
00:58:41,729 --> 00:58:44,578
~ and and they they want to go with
influencer marketing.

1191
00:58:44,578 --> 00:58:48,313
I'm saying like influencers, most of the
influencers have followers from

1192
00:58:48,313 --> 00:58:51,505
50 different states. If they have
followers from 50 different states,

1193
00:58:51,505 --> 00:58:53,396
and I'm starting to activate the
influencers for you,

1194
00:58:53,396 --> 00:58:57,408
you'll get two downloads from Alabama and
three downloads from Vegas

1195
00:58:57,408 --> 00:58:59,259
and seven downloads from from Florida.

1196
00:58:59,259 --> 00:59:01,240
Even if they're trying to match in the
app,

1197
00:59:01,240 --> 00:59:03,962
no one will be in in close enough
proximity.

1198
00:59:04,248 --> 00:59:06,419
To enable you to get to to the value.

1199
00:59:06,419 --> 00:59:07,679
Hey, this is the dating service,

1200
00:59:07,679 --> 00:59:09,900
right? You wanted to actually date in real
life.

1201
00:59:09,900 --> 00:59:12,561
~ and then all of them will come back to
the apps or give you

1202
00:59:12,561 --> 00:59:14,381
one star rating saying, it sucks,

1203
00:59:14,381 --> 00:59:17,182
nothing works, I don't have any any good
matches around me,

1204
00:59:17,182 --> 00:59:20,392
or things of that nature. So a lot of
times you hear about something that sounds

1205
00:59:20,392 --> 00:59:22,884
really cool or really good for specific
business,

1206
00:59:22,884 --> 00:59:24,524
trying to translate it to your business.

1207
00:59:24,524 --> 00:59:26,181
A lot of times I'm we are telling clients,

1208
00:59:26,181 --> 00:59:27,181
I understand that you want it,

1209
00:59:27,155 --> 00:59:28,455
I have that service to offer you.

1210
00:59:28,455 --> 00:59:30,166
This is the wrong service for you.

1211
00:59:30,434 --> 00:59:31,595
And it's a very hard discussion.

1212
00:59:31,595 --> 00:59:32,685
We're saying to a client, hey,

1213
00:59:32,685 --> 00:59:35,918
you know what? The product that you are
coming to us with right now,

1214
00:59:35,918 --> 00:59:40,601
it's not power marketable. Something on
the whole bonding on boarding process does

1215
00:59:40,601 --> 00:59:44,314
not make any sense. And I don't want you
to change that that product

1216
00:59:44,314 --> 00:59:47,486
and now doing that for me. If you weren't
gonna do that for you,

1217
00:59:47,486 --> 00:59:50,648
it will not work. You're burning the
market,

1218
00:59:50,648 --> 00:59:51,779
whatever the marketing budget is,

1219
00:59:51,779 --> 00:59:54,311
it's gonna be burned. First start with
that,

1220
00:59:54,311 --> 00:59:55,501
even though that you don't want to do
that.

1221
00:59:55,501 --> 00:59:57,933
You just think that you're finished with
the the development,

1222
00:59:57,933 --> 00:59:59,074
but it's not

1223
00:59:59,436 --> 01:00:02,447
Already yet. So a lot of times telling ~ a
client,

1224
01:00:02,447 --> 01:00:06,748
Hey, you know, your baby's ugly is nothing
that anyone wants to hear.

1225
01:00:06,748 --> 01:00:09,129
Or saying to a client, Hey, you heard
about this strategy.

1226
01:00:09,129 --> 01:00:11,129
This strategy is great, but not for your
business.

1227
01:00:11,129 --> 01:00:13,980
It's not what they want they they came to
hear a different thing,

1228
01:00:13,980 --> 01:00:16,271
right? They came to hear why you're best
in doing that.

1229
01:00:16,271 --> 01:00:19,031
~ so a lot of that educational piece,

1230
01:00:19,031 --> 01:00:22,412
we are doing it because I don't want to
have an unhappy client three months later

1231
01:00:22,412 --> 01:00:24,193
saying, We've done what you wanted.

1232
01:00:24,193 --> 01:00:26,944
It doesn't work, but we've done exactly
what you wanted.

1233
01:00:26,944 --> 01:00:28,514
And we hear the KPIs that we got.

1234
01:00:29,090 --> 01:00:32,302
But none of those users actually continue
coming to your product because it's

1235
01:00:32,302 --> 01:00:35,414
was the wrong methodology. So a lot of
that is like much more about

1236
01:00:35,795 --> 01:00:39,827
the educational and the consultative side
of is that really the right solution

1237
01:00:39,827 --> 01:00:43,230
for you? I will build you the the the
growth plan ~ for free.

1238
01:00:43,230 --> 01:00:44,391
I'm not charging anything for that.

1239
01:00:44,391 --> 01:00:47,022
I will tell you exactly what I would do if
I were in your shoes.

1240
01:00:47,022 --> 01:00:50,095
I'm putting the chief marketing officer
hat on your behalf and I will tell

1241
01:00:50,095 --> 01:00:52,456
you what to do. Now, if you want to
operate it that with me,

1242
01:00:52,456 --> 01:00:54,768
obviously it will be a great relationship.

1243
01:00:54,768 --> 01:00:56,769
If you want to take it in house and just
do it in house,

1244
01:00:56,769 --> 01:00:57,769
so be it. But

1245
01:00:58,146 --> 01:01:00,777
I'm giving you the blueprint of what I
think it will be best for

1246
01:01:00,777 --> 01:01:03,858
you after working with more than one
thousand brands in the last thirteen years

1247
01:01:03,858 --> 01:01:06,059
and seeing what works, what doesn't work,

1248
01:01:06,059 --> 01:01:07,829
what what scales and what doesn't scale.

1249
01:01:07,829 --> 01:01:09,990
~ and I will give you my very honest
feedback.

1250
01:01:09,990 --> 01:01:12,701
Now you choose if if if we are the right
fit for you or not,

1251
01:01:12,701 --> 01:01:15,772
but that's how a big part of our DNA to
make sure that we are

1252
01:01:15,772 --> 01:01:18,483
not just getting clients, but we are
getting clients that will be able

1253
01:01:18,483 --> 01:01:20,674
to scale with us for the next six or seven
years.

1254
01:01:22,040 --> 01:01:24,251
All right, you all, that hour flew by.

1255
01:01:24,251 --> 01:01:26,722
So, Gulad, the founder of Moburst,

1256
01:01:26,722 --> 01:01:30,353
hey, ~ as things evolve here in the
marketing space,

1257
01:01:30,353 --> 01:01:33,855
the agency space and growth, because in
six months,

1258
01:01:33,855 --> 01:01:37,216
this conversation might not even be
relevant.

1259
01:01:37,216 --> 01:01:39,537
It might be a new one, right? And so,

1260
01:01:39,537 --> 01:01:42,748
~ maybe as this evolves, you're on the
quick short list.

1261
01:01:42,748 --> 01:01:45,520
Say, let's get Gulad back on and talk
about the evolution of this.

1262
01:01:45,520 --> 01:01:47,230
But thanks for sharing us the brilliance.

1263
01:01:47,230 --> 01:01:48,591
Go check out Moburst, you all,

1264
01:01:48,591 --> 01:01:51,032
and ~ this guy has a smart brain.

1265
01:01:51,032 --> 01:01:52,032
Get ready.

1266
01:01:51,928 --> 01:01:52,928
There's a lot here.

1267
01:01:53,848 --> 01:01:55,282
Thank you very much. I appreciate it.

1268
01:01:55,362 --> 01:01:56,362
Yeah, thanks for joining us.