Respecting the Psychology of the Platform

well and one of the things that I just I can't wait for uh your next book I mean you've written two bestsellers already uh crush it and thank you economy can't wait for jab jab right hook to come out and you know as I watch your videos and I see the uh the bits and pieces that you're you know putting out there right now one of the things that is so compelling is how you're teaching people to not only tell stories but you're teaching people how to tell stories through social so it's sharing not pushing so why do you think that is so important that people understand that it's not pushing it's about telling stories through social because let's go Top Line it's really important number one because the attention of the consumer is there you know this great guy right here this San Diego resident that does not like the Chargers he exactly him 15 years ago would have watched a lot of television and read the newspaper and his attention is now in his phone and other places and every business in the world's only job is to tell people their story somewhere along the decision-making path okay as we started going to desktop computers SEO and sem mattered banners mattered pre-rolls mattered as we go to mobile new Dynamics tough do those banner ads on a mobile device like the game changes social networks are very fertile grounds to do marketing and storytelling the problem is most people disrespect them see what's happened is every other platform pre social all of that was a place to distribute your message social is living and breathing a customer can have a profile just like you can big company and that Dynamic changes a customer can say something about your company and lots of other customers can see it at scale that changes the dynamic most of all we're disrespecting the psychology of why somebody's in a phone scrolling through their Newsfeed or their tweets and so what I'm trying to do is help people understand that a 3-hour movie needs different creative than a 30second commercial which radio ad right a radio ad is a great place to do a jingle right you're not going to get a jingle on a billboard on a highway right understanding how to tell your story within Facebook Twitter Tumblr Pinterest Instagram Vine Snapchat is very important because they have hundreds of millions of users tens of Millions on the lower scale but they're all very different but everybody who's watching this video buckets in his social media and the way they really default into is just using it to distribute other information they go to their Facebook wall their company page they put three words and they put a link to something else and they think of social as distribution not as a place to natively tell a story that's where I think the opportunity lies in the next half decade so then what do you tell a company that says hey