- [Ryan] Welcome everybody to another
episode of the AI For All Podcast. I'm Ryan Chacon. With me is my co-host, Neil Sahota,
the AI Advisor to the UN and one of the founders of AI for Good. Neil, how's it going? - [Neil] Doing all right. I'm still in that post-Super Bowl going
whoa what a game kind of mode right now. - [Ryan] Did you have a
rooting interest in it? - [Neil] I'm originally from New York,
so the Giants are my team, but I was pulling for the 49ers in this game. - [Ryan] Some intere
sting
mistakes happened in this game. - [Neil] I thought it was fascinating that
on Monday that they came out saying that the players hadn't prepared for overtime
and weren't familiar with the rules. So it's, it seemed like it might have
been good use of an AI coach assistant right there to think of that scenario. - [Ryan] Most fans knew that the rule changed
two years ago, and the players didn't. But anyways, that's a topic, we could
have a whole podcast on that game. - [Neil] I was going to sa
y, we can do an
ancillary podcast if the audience wants that, but we actually have a fantastic
show with an amazing guest today, Ryan. - [Ryan] We do, we do. We're gonna be talking about the role
of AI in the marketing space, and that's a topic we have not covered yet. To discuss this, we have Brendan
Kane, the founder of Hook Point here. Brendan, welcome to the podcast. Thanks for being here. - [Brendan] Yeah, thanks for having me. It's a true pleasure to
connect with you and everybody that's t
uning into this today. - [Ryan] Absolutely. Let's kick this off by having you give
a quick introduction about yourself and Hook Point to our audience. - [Brendan] Yeah, so I'm most known for
my work in the social media space. So, I'm the author of two
books on social media. One is called One Million Followers
and the other is Hook Point: How to Stand Out in A 3-Second World. And really started my career in the
earliest stages of social media back to 2005 when Myspace and Friendster
were the lead
ing dominating factors. And ever since then, really have
dedicated my career to understand how to break through the noise, break through
the clutter, and reverse engineer what causes content, what causes messages,
to go viral versus falling flat. So, I've basically worked with every
type of client and every type of sector around this core ethos of understanding
what causes messaging to really resonate and break through to the highest levels. - [Ryan] Good lead in to kind of our
discussion becaus
e as technology has evolved, as marketing has evolved, as
social media, as all these different new platforms have come out and grown,
what it takes to go viral is something that so many people are or wish they
knew or had a better understanding. And I think when we apply that to
organizations and companies who are looking to go viral, who are looking
to get more attention on their brand, on their messaging, there's a lot
that goes on behind the scenes to make that happen, not just in the creatio
n
of the content itself, but also the strategy in which it is then deployed. If you could maybe talk a little
bit about it from a high level, what goes into the process of something
going viral, that'd be really cool. - [Brendan] Yeah, so our approach is
extremely different than how most people look at it, and I'll start
with kind of the two big mistakes that I see people make in trying to
engineer their virality of content. The first is that most brands and
companies are heavily focused on the
quantitative layer, meaning
they're looking at pure data of likes, views, shares, click-throughs,
conversions, things of that nature, which is obviously a good indicator
of something working or not working, but it doesn't uncover the why behind
something working or not working. So, they're left to figure out
if something did go viral, how do we reproduce those results? Or if something doesn't,
what elements went wrong? The second big mistake that I see
in terms of engineering virality or kind of
the strategies that people
are employing is they're really only looking at their own content. They just keep analyzing
their own content. And if your content's stuck at like
10,000 views a video, how are you gonna really learn to break through to that
next level just analyzing your own. So in terms of how we approach this
is, number one is we look at the qualitative layer of really understanding
what are the specific what we call performance drivers in storytelling
that cause content to break t
hrough and detract from content to break through. The second way that we look at
it is we don't just look at our client's own content, we look
at the larger social ecosystem. So what we do in terms of our
preparation or kind of our process is we're looking at specific storytelling
formats or structures that are going viral on specific platforms. So I think that's one key takeaway that
most people don't really understand with social media is there's a clear
format that certain people follow and t
here's hundreds of these formats. Most people just look at social
media as I'm just creating content, posting content, not looking at
it from a format perspective. And to give some context, I started
my career in the film industry and if you think about watching a movie,
every movie for the past 80 years has followed the same three act structure. That's a format. And that is used for drama,
action, comedy, horror, no matter the subject matter or the
genre, they're using that format. Now, as it p
ertains to social media,
there's many different formats out there. So to give you an example, one very
successful format that I'm sure you've seen is called man on the street, and
it's exactly what you would think is you approach a random stranger on the street,
and you interact with them in some way. Like I have a friend, Alex Stemp, he's
got 20 million followers, and he is a fashion photographer, approaches
random strangers on the street, offers them professional photo shoots, and
you watch th
e story unfold from there. So the first step is to understand
there are formats out there. Understand what is the format that
is best suited to your brand, and then do a deep qualitative analysis
of what causes that format to work. Because most people will look at a
format like man on the street and on a surface level, they think they
understand what's going on, but what they don't realize is that 99% of
the people that try that format fail. So what's the difference
between the people that succe
ed? What's the difference
between the people that fail? And that's where the
qualitative analysis comes in. And so what we do is we take a format like
that, and we'll look at a channel, and we'll pull five of the high performers. In that format, it could be 50 million
views plus in the high performers. Then we'll look at the average, which
is like a few million, and then we'll look at the under performers, which is
like a hundred thousand views or less. And then, what we're doing is we're
lookin
g at, from a qualitative standpoint, what's happening in those
high performers that's not happening in the average or under performers. And we look at it the lens, through
the lens of what I mentioned called performance drivers. So, we're looking at things like
pacing, tonality, number of edits, first three seconds, captions, title
cards, facial expressions, body cues. There's over 200 different performance
drivers that we look at in terms of this analysis, and what we're trying to
understand is
what are the contributing factors, and it's really not about the
contents, it's about the context of those elements, that contribute to the
successful use of that format versus the unsuccessful use, so that we can
really dive in at a deep, qualitative level to understand if we are gonna do
this format, we have a clear blueprint in terms of executing off of it. - [Neil] It sounds like there's a
lot of different variables in play here, and you're talking about
social media algorithms that are pri
oritizing or deprioritizing content. Obviously you have a lot of
different market segments. How are you able to actually then tie all
these different moving pieces together? That seems like it's a
really complicated analysis. - [Brendan] It is, and the way that we look
at it is we, as we're doing this analysis, we try to distill it down to like
three to five core performance drivers. We're not analyzing all like 200
plus of them with a single video. But a lot of pieces do need to fall into
place
in order for it to be successful. For example, when I was working in the
movie industry, it was a fascinating experience because you could have
the best script in the world, the best director in the world, the best
actor in the world, and the movie could still turn out like crap because
one element would be off in that. So there is nuance in terms of
going off and executing with it. But you had mentioned the
algorithms and playing to them. And the algorithms are an
interesting subject because p
eople I think overthink it. They over analyze it. These algorithms for social
platforms are very simplistic. If you look at their underlying
business goal, what is their underlying business goal. To serve more ads. So what are they trying to do? They're trying to retain people each
session, each time they log in, the times they log in as long as possible. So what they're looking for is content
that they can seed to as many people as possible and grab and hold that attention. So in terms of why d
oes something get
10,000 views versus 10 million views, it's because the 10 million view
video did a better job of unfolding a story that captured and held
attention longer than other content. So in terms of all the analysis and
pulling things together, it's really about how do we use this analysis to
just tell a more compelling story. And the more and more you do it,
the better and better that you get and start seeing the patterns
and executing at a high level. - [Neil] That goes to your book,
which I've
read, it's a fantastic book, Hook Point, that you literally have three seconds
to capture someone's attention because there's just such a flood of content. It sounds like even if you get them in
that first three seconds, you have to do something like the next 10 seconds or
the next 30 seconds to keep them there. - [Brendan] Yeah, so it, we, as the title
of states, we live in a 3-second world from the ability to capture attention. Now that doesn't mean, people equate our
world to micro
attention, and they think just people have micro attention spans. But once you've grabbed their attention,
they will stick with you as long as the story is engaging or unfolds. It's the reason people will
binge watch a series on Netflix. They get enveloped in a story and a
character, and they'll sit for 10 hours and watch an entire season of a show. Or why people will listen to
podcasts and listen to long form. In order to break through, we still
need to win those first three seconds because if
we don't win those first
three seconds and grab their attention and say, hey, this is something worth
paying attention to, you never get that chance to demonstrate to the
viewer or the listener that, hey, this is worth spending a lot of time with. - [Neil] How do you leverage
like some of these tools like AI to facilitate your work? - [Brendan] The way that we're looking
at AI and leveraging AI is taking our qualitative analysis and pumping it
into AI platforms because as you guys know, these a
re very powerful tools, but
they're only as good as the input and the understanding of the output as well. So what we're using it for predominantly
right now, because the visual nature is getting there, but it's not quite
there, is an example is script writing. So what we do is we use all
these qualitative elements for a specific format, then we use
the key findings to pump that in. We create script templates, pump
those script templates into AI with the qualitative analysis,
and then we analyze
the output and then refine the output there. So, we're using it on the front end,
but we're also using it on the back end of our understanding of the analysis
and why things are working to make sure that we're getting the best quality
and the best use of these tools. And we're still testing kind of the
visual nature of how we, in the future as it gets better, control all the visual
elements through editing or AI avatars and those natures or that nature to maximize
the power of these tools going
forward. But again, we look at it as a tool, not
an all-end solution, and we look at it as a tool to pump our analysis in and then
use our also our analysis to analyze the output to make sure that we're maximizing
the potential that these tools provide. - [Ryan] Outside of the work that
you all do internally, how are you seeing AI play even a larger role
in the marketing for organizations just from, just your vantage point. How are you seeing AI just change
the landscape when it comes to market
ing for organizations and other
industries or just other people that you talk to that are in this space? What are you seeing really happen? - [Brendan] I think in some ways, as I
talked about, I think people think it's a cheat code to be like, oh,
this tool is gonna solve virality for us and solve our marketing issues. I think in some ways, and it's
the same with social media, social media is a blessing and a curse in
that anybody can pick up a phone, press record, post something. So it's a bles
sing that it's
this powerful tool that anybody can post a message to the world. The curse is there's not a lot of thought
process that goes into actually using this tool versus I went to film school,
you spend years studying directors, understanding dialogue, writing,
script writing, all these elements. I think that's happening a little bit with
AI too at this juncture is like, ChatGPT, amazing tool, but it's made it so easy
that most people just think, oh, I'm just gonna put in a question and I
'm gonna get
this magical answer to solve everything. So, I think that from a marketing
perspective of where we're at today, I think that there's a lot of kind of
hoping that this is just gonna solve a larger, underlying issue, which
is how do we tell better stories and really engage people, capture their
attention, hold their attention. And I think that people are just relying
too heavily on AI to solve those versus, again, you need to have that fundamental
understanding of what you're looking
at and what you're feeding it and
how to analyze it from the back end. So I think that there's gonna be, and I
think it's starting to happen a little bit of people starting to understand that
there's more thought that needs to go into how to use these tools to maximize
the benefit on the back end of it. - [Ryan] And you mentioned
two things earlier. You talked about the input into a
tool and then obviously the output. When it comes to the data side of this, we
understand I think just at a high l
evel, I mean from all of our conversations
in the past, why data is so important when it comes to AI in general, but how
do you see or how do you, what advice do you have for companies looking
to make sure that they have the best data available to use for any tool? Whether it's working with you all,
working with other organizations, why is data so important and how
can they ensure that they're working to get the best data possible? - [Brendan] In terms of kind of the work
that we do, we're heavi
ly focused on the qualitative layer, and why I think
that's so important is that there is tremendous value in quantitative, but
when we're talking about storytelling and how to become better storytellers,
how to go viral, how to create better marketing, it really comes down to these
qualitative elements, and I would say 9 out of 10 companies I talk to, they're
not doing any of that type of analysis. So what my first recommendation would
be is, yes, continue down that path in the quantitative lay
er, but really how
do you build a process, a system, or even educating your internal team of
understanding the qualitative elements that drive to break-through performance. For us, we're just creating
Google spreadsheets. We're not using fancy technology or
anything like that, but we spend the long man hours to break these things down. But I think that the first step is, in
terms of starting, is, you know, just having internal conversations with your
team, creating a structure to actually look a
t the qualitative elements and
really understand what's the difference between a high performer and a low
performer and then pump that analysis into any AI tool that you're using. - [Neil] Are people able to do that? Because I think about this that
there's obviously a good chunk of like data science involved here. Can the average marketer look at some
of the stuff and say, okay, it's this kind of combination of qualitative
metrics that are really driving it? Or is it that just the average
person
, because this is typically what I see, they think it's like this
one or two things that jumps out at them and thinks, okay, ah, that's
the secret to unlocking success. - [Brendan] It's a great question. And when I give my keynotes, I actually
do a qualitative analysis exercise with the audience where I put two videos,
same format, same creator on the screen. We watch both, and then I ask them
which one performed better And 99% of the time they get it right
of which one performed better. And the
n we reveal the results of
what drove that performance, and it does take some time to get good at
it, but I'm surprised more and more that people have these skill sets. They just don't even look at
content in that perspective. The simple exercise of putting two
pieces of content in the screen and just talking through what's the difference
between them, that's qualitative analysis at a very high level, and the more
that you do that, the more that you learn that you build that skill set. It's the
same thing where most people
could sit down, or most people do this, they sit down, they watch
a movie, and they say that was a great movie or that was a bad movie. And typically it will align with
what the top critics in the world do. But most of us don't sit down and
talk about the differences between a filmmaker making an amazing film and
a film that's just not that great. So just the pure exercise of
awareness and keep doing that will build that skill set within people. So, I don't think tha
t you need to be
a marketing wizard in order to do it. Now, marketing people with a lot of
marketing experience may pick up on nuances quicker than other people, but
it is an exercise that people can do. And like I just did it for I think it
was like 500 mortgage loan officers. So, you don't think them as, it's
not like creative directors, and they got, I did four exercises with them,
and they got it right every time. Now did they understand all the nuances
and the difference between the two? No
, but they did pick up on there
was a difference and that's the first step to then taking to the next
level to do that type of analysis. - [Ryan] Yeah, it's super interesting
because I was gonna ask you if you feel like with the growth of these new tools
and technologies and AI and so forth, if it requires organizations to adjust the
way they hire for marketing positions. If there's a certain skill set that is
required as we look into the future in order to do marketing well compared to
maybe wh
at was required in the past. Do you see any type of, because
it sounded like from that part of the conversation, it sounded like
people have these skills internally. They may just not know how to think
about it or how to approach it. But what do you think about the future
of marketing with new technologies, with AI, new data, all that kind
of stuff, and what's required to do that job well for an organization? - [Brendan] It's a great question,
and I would say that's one of the biggest challenges
we face in having
success in working with clients, is purely a mindset perspective. So in terms of when we hire, or we advise
clients in hiring, we're not looking for the most skilled or experienced person. We're looking for the person that
has the most mindset that is open to learning, open to adapting to things. A lot, with a lot of these kind of tools
and processes, they can be trained, and they can be trained relatively quickly. But the people that succeed, like
some of our best case studie
s are people with no social media experience
creating content on their iPhone. And the reason that they're successful
and sometimes more successful than our multi-billion dollar a year corporate
clients is just that eagerness, that openness to learn and to adapt to
these new ways of leveraging tools, to storytelling and things of that nature. In terms of hiring, is, especially as you
look to AI, and I'm talking specifically of how you leverage AI tools, not building
AI technology, is really find
, and it, I don't think it necessarily has to be
an age thing, although typically the younger the person is, the more kind
of eager and hungry they are to learn. But just somebody that or a
group of people that are just always looking to perform better. Always open to removing preconceived
notions, things that they thought were the right way of doing things, or they
were trained to do something years ago, and now they have to forget all of that
and look at the world in a new way. And I think tha
t's also that you see
the early adopters of AI, those are people that are looking at the world
in a different way and challenging the way that we've done things in the
past instead of fighting against it. - [Neil] It's like you
almost have to unlearn. Ironically, we had a conversation
within the UN this morning about some of these things that, you look at
like Africa and parts of Asia, they never had a landline infrastructure. And so when you had the, essentially
the release of mobile phones and
the smartphones, they were the ones that
really started pioneering things like mobile payments and some of these things
because they weren't locked in the mode of thinking of this is how landlines
work, so that like leap frog moment. It sounds like people that are less
experienced or no experience can tap into that, but it sounds like there's a
path for people who've been doing this for 10, 15 years to almost step back
and find a different way of doing this. - [Brendan] Yeah, I think you
hit it
right on the head. You used the perfect word, Neil, unlearn. We run into that a lot, and I'll give
you a prime example is thinking back pre-social media, there was all these
creative processes that were developed. And one of the key things that we
hear a lot is people are trained or taught that you're creating a
niche message for a niche audience. Now, if we're talking about virality
and how to get content to break through at the highest level, we actually
train people to think the opposite of.
What we call the generalist principle
is we still want to create a core message and story that resonates
with our core audience, but how do we make that core message or story
interesting to anybody without diluting down what we're trying to achieve? Because again, if you think about
the social media algorithms, they want to seed content to the widest
possible audience and retain attention. They are not gonna do the hard work
and see, oh, you're an accountant, this piece of content was designed
for only
people that are interested in accounting because in reality they don't have to
do that heavy work for you because they have so much content to choose from. In addition, that mindset typically
leads to poor storytelling. And I'll give you an example
is there's a YouTuber that teaches finance to Millennials. Now, finance is not a sexy
subject, especially teaching it to Millennials, it's difficult. His most viewed video is How I
Bought a Tesla for $78 a Month. So with that context, anybody
would
be interested to see how this young guy bought a Tesla for $78 a month,
and within that he's teaching the principles of car financing. And that video got like
something like 10 million views. If that that video was positioned
the top five ways to finance a car for Millennials, it would've
probably gotten 10,000 views. So just the dynamic of this generalist
principle of how we shift and unlearn this thing that we've been told in
the past that we need to create a niche message for a niche a
udience,
we break the mold of that, and then we can expand our message to the world. And with that, our core audience grows. So if it was the top five principles for
car financing for Millennials, and it was 10,000 views, let's just say 8,000
of those 10,000, 80% was our core target. Now, let's just say it was out of
that 10 million views of How I Bought a Tesla for $78 a Month, our core
target was only 20% of those views. It's 2 million people versus 8,000. It's like which one would you rather
have? Now that completely goes against what was
taught in marketing agencies, marketing schools, and marketing books 20 years ago. That's kind of, Neil, to what you
said is this unlearning of looking at content, looking at the world
in a completely different way. - [Neil] You're almost having to
generify your market, not your target market, but your, the way
you appeal to the market segments. - [Brendan] Yeah. But without diluting your core
message and what you represent. But that's where you'll
see on social
media, people think that, oh, my subject matter's not sexy enough to break through. You'll see tax accounts go viral. I just worked, had a meeting with
a botanist that's gone viral. Fitness, nutrition, real estate, any
subject matter with the right context can go viral and build a massive audience. But it's looking at the world in
a completely different way and unlearning what they told you in
terms of how to market previously. - [Ryan] Yeah, I'll say just from my own
experience w
ith social media recently, I've been spending more time in, it's on
Instagram in the Reels, which is gonna be feeding me many different kinds of
things, and I've been able to discover topics that I probably would not have
discovered on my own through search or through the accounts that I follow. So obviously I know there's work behind
the scenes from an algorithm standpoint feeding me these things, but the way
that these people of all different ages are approaching a lot of these topics
that if
you were to think of them on the surface are potentially dull and boring,
to make them applicable to something that someone of my age would be interested in. I've learned about industries and
different things that I would never have gone and discovered on my own, and I
think it's based on what you're saying, the approach they're taking to make it
more general while still honing in on their target audience is very effective. - [Brendan] You could even look at it from
an analogy of movies, is like
movies that take a subject matter that may not be
interesting to you on a surface level. Like just think about the Fast
and the Furious franchise. How many people were interested in street
racing before Fast and the Furious, but it's one of the most successful movie
franchises because of the story and the context around the subject matter, and
it's the same thing with social media. What's the story in the context
around your specific expertise? There's a guy, and I can't remember
his name, but
he has a love for trains, and he has millions of followers
watching him interact with trains. And you would never think that
would be something that most people would find interesting. And that's really where social media
has gone to and just a testament to the best storytellers that can take these
abstract or typically small niches and turn them into something that's massive. - [Neil] I think there's a lot of great
info here, and I think maybe we need to also help set expectations for
marketers
and our audience here. This is not like a cheat code
that it happens overnight. And that's been my experience with
a lot of emerging technology like AI or the Metaverse that people
think, ah, I'm gonna use this tool and bam, see results right away. How long does it actually take? All these things you're talking about
that needs to be done Brendan, how long before people really see that kind
of change and the value get created? - [Brendan] Yeah, it's a great question,
and there's not a clear cut
answer to it. Some people, like you said,
it's not a cheat code, it's not any, it's just like how can you
become a masterful storyteller? And that's why we simplify it for
people is, one takeaway from this conversation today is start looking at
social media from a format perspective. Realize there are formats out there. Find the format that works for
you, that excites you, and then just dig a little bit deeper. That will set you apart from 99%
of content creators out there because 99% of them a
re not
looking at the world in that way. Now, in terms of how long it takes
you to see results using that format dictates how quickly can
you master that specific format? Some people will get it in a few weeks,
some people will get it in a year. Some people will give up
and never see the results. So, I would just start possibly,
especially if you're a beginner, or somebody that maybe you're not
a beginner to social media, but you just really haven't seen the results,
you don't have a lot of reso
urces. Maybe look at formats that
you can do on your own. There's another businessman, Robert Croak,
who's got a million followers on TikTok. He shares his 25 years of experience
with walking listicles where he's literally talking to his phone walking
around the block, but he has a format that really shares information in a
very digestible and an inspiring way. He built a million followers just
doing things into his iPhone. So, I think looking at a format that
you feel passionate about, that you
feel can work for you, that you'd
be excited to work on, and then focus on mastering those details. And again, the timeframe is all
across the board, and it just comes down to your ability to leverage that
format to tell a compelling story. - [Ryan] Where do you have
your attention set on? Kind of paying attention to new
technologies, where AI is going, just or the space in general that the
people listening to this should also be trying to pay attention to on how
it's going to influence what th
ey do on the marketing side, how it's gonna
help them be more efficient and better, see better success with marketing. Just generally speaking on that topic,
where should people be paying attention and what are you most looking forward to? - [Brendan] I look at things
in five year increments. I'm not as close to the technology to
understand what's happening beyond five years, but I would just say is at least
for the next five years, the big players, TikTok, YouTube, Facebook, LinkedIn,
Instagram
, they're not gonna waiver. It's not like overnight
they are going to disappear. So in terms of marketing, I would
just be looking at AI, looking at understanding qualitative elements
of storytelling, how to leverage AI to maximize off those learnings from
a qualitative standpoint to really accelerate your growth because there's
still a massive opportunity with that. So, in some ways, I would say go back to
the basics of understanding that marketing and creating content is you just telling
a sto
ry and trying to engage and retain an audience through that story and become a
master of those storytelling elements and then leverage AI to maximize the potential
of those learnings and those data sets. Beyond that, it's interesting with kind
of what Apple's done with Vision Pro where there's so much interest driven
around that versus what like Google Glass or Snapchat Glass has tried to do back
in the day is if you really wanna look, forecast into the future of social media,
it's gonna be driv
en by the hardware. These, and this is why Zuckerberg
invested so much into VR and AR is because he realized that he's beholden
to Android and the iPhone where he wants to try and control the future
of what the hardware looks like. But if you wanna forecast beyond
that five year window is just pay attention to the advancements in
hardware and where that's going. I think Vision Pro is an
interesting technology. Let's see what the adoption rate
is and the evolution of that type of technology and w
here it goes. All of these social platforms, all of
these marketing channels are beholden to the hardware that it's served up on. So the hardware is always gonna
dictate where these things go, what platforms are gonna succeed in the
future, which ones are gonna survive. - [Ryan] I think we've given our audience
some great things to think about and also great ways to just try to remove
themselves and as Neil said, unlearn some things to see what's being successful
in the space for them to underst
and how these kind of templates and how
these structures, how these different things are being put together and
what's being successful and what's not. Neil, any last questions
or words from your end? - [Neil] I think it's been a
fascinating conversation. We have some powerful tools, but I
think Brendan has given us all great advice and that this really is shaped
around our ability to tell stories. You need that good hook point, but
first and foremost step is the format. If our audience would li
ke to learn
more about you, your work, what's the best way to stay in touch with you? - [Brendan] Yeah, they can visit
hookpoint.com for more information. I do respond to messages on
LinkedIn and Instagram, so I would just follow up there. I've got a new book coming out in a
few months, so if they just follow those channels, they'll be some
announcements of when and, when they can get access to that new book. - [Ryan] Can you give us a teaser
on what this book is about? - [Brendan] Yeah. It's ca
lled The Guide to Going
Viral, and basically it breaks down our entire creative model in depth. So it breaks down qualitative
research, how we do the research, how you can do it yourself. So we go from all the way from research
all the way to analyzing data and reveal every kind of aspect of the
process that we've been developing over the past four or five years. - [Ryan] Well, I'll definitely, personally
be checking that out, so that'll be great. Brendan, thank you so much for doing this. Reall
y appreciate your time. Great insights, topic we
haven't covered before. Love what you guys have
going on over there. So really appreciate you coming on
and talking with our audience a bit. - [Brendan] It was my pleasure, to
connect with you and everybody that was tuning in for this today.
Comments
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Many thanks from Italy for all your super useful information! 🙏🏻