Cortex 40: The Rules for Rulers


00:00:00   your poor poor poor officemate I don't [TS]

00:00:04   know what you're talking about Mike you [TS]

00:00:06   must crush the wheels of Industry under [TS]

00:00:10   the might of your keys take them down [TS]

00:00:13   these are the rules you have to win [TS]

00:00:15   I only realized after the video went up [TS]

00:00:19   and a lot of people were leaving a bunch [TS]

00:00:21   of comments about my officemate he must [TS]

00:00:24   have been overhearing me do this script [TS]

00:00:26   over and over again I only realized was [TS]

00:00:28   reading those the true strangeness of [TS]

00:00:31   his perspective because he rented the [TS]

00:00:35   office next to mine at some point in the [TS]

00:00:39   summer when I was away and though I [TS]

00:00:43   never see him because i don't have to [TS]

00:00:44   walk past his office he does see my [TS]

00:00:46   office and so he would have walked past [TS]

00:00:49   this empty room with two desks stacked [TS]

00:00:53   on top of each other and no chair and [TS]

00:00:55   nothing inside of it and thought I [TS]

00:00:57   wonder I wonder what's going on in the [TS]

00:00:59   office next door [TS]

00:01:00   I wonder why this storage close it is [TS]

00:01:02   unattended for exactly because why would [TS]

00:01:06   they be tables on top of each other and [TS]

00:01:07   restoring the perfectly reasonable [TS]

00:01:10   assumption and then at some point from [TS]

00:01:13   his perspective the neighbor just shows [TS]

00:01:16   up and is walking through this half [TS]

00:01:19   written script on the rules of power [TS]

00:01:22   constantly at odd hours he never he [TS]

00:01:25   never would have heard me talking about [TS]

00:01:27   anything other than this single topic [TS]

00:01:29   and he would have heard me talking just [TS]

00:01:32   this morning I think doing it again with [TS]

00:01:34   the follow up videos but so this is you [TS]

00:01:37   know whatever is from the start of [TS]

00:01:38   september's until now this is this is [TS]

00:01:41   always heard from next door after being [TS]

00:01:44   in the office on his own for a while [TS]

00:01:46   probably wondering what the deal is with [TS]

00:01:48   the strange room next door and then [TS]

00:01:50   finding out I don't know if he's found [TS]

00:01:52   out [TS]

00:01:52   yeah I don't mean found out as in he [TS]

00:01:54   understands what's occurring I mean [TS]

00:01:55   found out as in like oh this is what's [TS]

00:01:57   next door a crazy person I don't even [TS]

00:01:59   know if you think that was crazy like I [TS]

00:02:02   was it would be scary so we're talking [TS]

00:02:03   about your the rules for rulers video [TS]

00:02:06   yes [TS]

00:02:07   the worst part of this is that this [TS]

00:02:09   isn't even [TS]

00:02:11   a hello I'm cgpgrey talking to you the [TS]

00:02:15   internet video this is a i am a dictator [TS]

00:02:19   and I am Telling You learned dictator [TS]

00:02:22   he's trying to rise up the ranks how to [TS]

00:02:25   control the world [TS]

00:02:26   that's the real problem with this is [TS]

00:02:27   it's not just explaining these things [TS]

00:02:30   you're talking about them is if you're [TS]

00:02:32   already doing them [TS]

00:02:33   yeah it was it was a little bit of the [TS]

00:02:37   screwtape letters like of the senior [TS]

00:02:38   demons talking to the lower level demon [TS]

00:02:41   like this is this is kind of what it was [TS]

00:02:43   and so guess this is why on the last [TS]

00:02:46   episode we had that little bit of a [TS]

00:02:48   discussion about like in your videos [TS]

00:02:50   thinking about the things you're adding [TS]

00:02:52   on the screen as the editor is like a [TS]

00:02:54   separate person I was very aware in [TS]

00:02:57   writing and rewriting this video [TS]

00:03:00   spending a lot of time trying to find [TS]

00:03:02   like what what is the voice and how am I [TS]

00:03:05   actually going to talk through all of [TS]

00:03:07   these things and I did eventually decide [TS]

00:03:10   on on exactly what that was which is the [TS]

00:03:12   best feeling like this is someone who is [TS]

00:03:16   who is instructing an apprentice like [TS]

00:03:19   that's that's the mood that I'm going [TS]

00:03:21   for here that's what I'm going to try to [TS]

00:03:23   achieve when i record the audio and it's [TS]

00:03:27   what people might not realize like when [TS]

00:03:28   i'm actually working through the script [TS]

00:03:30   i am saying it just like that because [TS]

00:03:33   I'm trying to hear how are each of these [TS]

00:03:35   lines going to sound when they're spoken [TS]

00:03:36   so the voice in that video is the voice [TS]

00:03:39   next door to this guy for months [TS]

00:03:43   Saudi listen if you if you have not yet [TS]

00:03:45   watched this video go watch this video [TS]

00:03:47   now because we're going to talk about [TS]

00:03:49   anyone make any sense to you have always [TS]

00:03:50   now I want to know where the idea for [TS]

00:03:53   this one came from because it's it's [TS]

00:03:56   kind of like some of the other stuff [TS]

00:03:58   that you've done like it in that you [TS]

00:04:01   know you've done videos about mares and [TS]

00:04:03   Pope's and kings and things like that so [TS]

00:04:06   there's like there's some links there [TS]

00:04:07   and I guess there's some joke [TS]

00:04:09   geographical ties to it because you're [TS]

00:04:11   talking about controlling countries but [TS]

00:04:13   it feels a little bit different and also [TS]

00:04:16   the presentation was a little bit [TS]

00:04:17   different so where did your original [TS]

00:04:20   idea for this one come from so that [TS]

00:04:22   there's a thing when i look at the [TS]

00:04:26   videos that i make this can be that may [TS]

00:04:29   be a recurring theme in this [TS]

00:04:30   conversation but i often just see what [TS]

00:04:33   they are not like I'm very aware of all [TS]

00:04:36   the things that they leave out and that [TS]

00:04:37   they don't talk about or what I intended [TS]

00:04:39   to do but haven't actually done and so [TS]

00:04:42   for the last us election i was working [TS]

00:04:47   on a video that was a big combination of [TS]

00:04:50   all of the things that are wrong with [TS]

00:04:53   the United States government like the [TS]

00:04:55   mechanisms of the way that it works i [TS]

00:04:57   think the US just happens to have a like [TS]

00:04:59   a a bunch of pieces that individually [TS]

00:05:03   wouldn't be so bad that but like but all [TS]

00:05:05   together add up to be a problem and I [TS]

00:05:09   was working on the script for a while [TS]

00:05:11   and ended up not making it for the last [TS]

00:05:13   election but it was a thing that I kind [TS]

00:05:14   of tinkering on for a while and like a [TS]

00:05:18   big a big video about something about [TS]

00:05:24   like the big-scale picture of the [TS]

00:05:27   structure of politics was always on my [TS]

00:05:29   mind and I ended up reading a bunch of [TS]

00:05:31   books that were around this topic like [TS]

00:05:33   covering it from from different angles [TS]

00:05:35   and at some point maybe two years ago I [TS]

00:05:40   have to look at my book list for out [TS]

00:05:42   precisely what it was but i think about [TS]

00:05:44   two years ago I came across the [TS]

00:05:46   dictators handbook and I felt like ah [TS]

00:05:49   this book is doing a great job of [TS]

00:05:52   synthesizing a bunch of the things that [TS]

00:05:56   have been rolling around in my head and [TS]

00:05:58   and making a coherent picture out of a [TS]

00:06:00   bunch of little pieces of things that i [TS]

00:06:02   wanted to talk about and trying to show [TS]

00:06:04   like a like a way to think about this [TS]

00:06:06   stuff as a theory to explain the actions [TS]

00:06:10   of rulers essentially my original script [TS]

00:06:15   that was entirely about the united [TS]

00:06:16   states that I was tinkering with the [TS]

00:06:19   part about the u.s. like kept getting [TS]

00:06:21   smaller and smaller and smaller and [TS]

00:06:23   smaller which with each draft and each [TS]

00:06:25   time more and more and more about the [TS]

00:06:28   structure of politics took over until [TS]

00:06:31   eventually at some point I realized you [TS]

00:06:32   know what I think this is actually [TS]

00:06:34   better too [TS]

00:06:35   to just do as like an elucidation of the [TS]

00:06:40   ideas in the book and so if you watch [TS]

00:06:43   the video there is one section that [TS]

00:06:47   maybe it's like 15 minutes in but I just [TS]

00:06:49   I just quickly say about how Oh in in a [TS]

00:06:52   in a democracy there's a couple of tools [TS]

00:06:55   you can use to help reduce the number of [TS]

00:06:57   voters need to get into office like you [TS]

00:06:59   can change the voting system you can [TS]

00:07:00   gerrymander the boundaries you can have [TS]

00:07:04   party pretty elections with complicated [TS]

00:07:06   rules that limit who people can people [TS]

00:07:08   can vote for and once the reelection [TS]

00:07:10   rates are super high and the approval [TS]

00:07:12   rates are really low you know that you [TS]

00:07:13   want that paragraph is the only thing [TS]

00:07:16   that's left from what was thousands and [TS]

00:07:18   thousands of words of a different script [TS]

00:07:21   that was focused on the united states [TS]

00:07:23   like it's a funny experience for me to [TS]

00:07:26   watch it and see that that like one [TS]

00:07:29   thing over the space of years thinking [TS]

00:07:33   about a topic like gets smooshed down [TS]

00:07:35   and compressed and something else grows [TS]

00:07:38   around it so that that's the way the [TS]

00:07:40   script looks at from my perspective one [TS]

00:07:43   of my favorite things was watching the [TS]

00:07:45   video and maybe about 20 or 30 minutes [TS]

00:07:48   in something like that and it dawns on [TS]

00:07:50   me that all of these things could apply [TS]

00:07:52   to companies and CEOs and maybe [TS]

00:07:55   references that you call it out at the [TS]

00:07:57   end which is which is awesome but there [TS]

00:07:59   was this moment where I was like oh no [TS]

00:08:01   CEO they're really just dictators yeah [TS]

00:08:08   well to also go with the theme of of [TS]

00:08:12   things left out this video ended up [TS]

00:08:15   being just a just a a really brutal [TS]

00:08:20   thing to make this this turned out to be [TS]

00:08:23   the hardest thing that I have have yet [TS]

00:08:27   written to date previously humans need [TS]

00:08:29   not apply LOL held that mental but this [TS]

00:08:32   one has definitely taken that and taking [TS]

00:08:35   that by quite a quite a wide margin [TS]

00:08:37   because the first drafts of this video [TS]

00:08:42   were fifteen thousand words long and for [TS]

00:08:46   comparison that the final version is [TS]

00:08:48   about [TS]

00:08:48   three thousand words long and it's it's [TS]

00:08:53   because this idea touches on so many [TS]

00:08:57   aspects like like with companies that i [TS]

00:09:01   wanted to talk about all of these these [TS]

00:09:03   different pieces right like how does [TS]

00:09:05   this relate to this how does this relate [TS]

00:09:07   to that and it was very hard to make [TS]

00:09:10   that workable but the the section on [TS]

00:09:13   companies like a very obvious thing to [TS]

00:09:15   think about and it may come up in a [TS]

00:09:20   follow-up video but but the reason I [TS]

00:09:23   didn't talk about companies is because [TS]

00:09:25   there's a there's an unavoidable [TS]

00:09:26   additional piece of information that I'd [TS]

00:09:31   have to talk about if i want to talk [TS]

00:09:32   about companies that I like I had to [TS]

00:09:34   leave out of this first video because it [TS]

00:09:36   was just too much like every time I ran [TS]

00:09:38   the idea past other people when i was [TS]

00:09:40   talking about this project i could see [TS]

00:09:43   like oh this is the moment when i lose [TS]

00:09:45   you so I had to leave it out of this but [TS]

00:09:47   it's this idea of the relationship [TS]

00:09:51   between the ruler and the keys to power [TS]

00:09:55   and how like how replaceable are the [TS]

00:09:59   keys to power and you can end up in [TS]

00:10:01   situations where you have a ruler who [TS]

00:10:04   has a small number of keys but they're [TS]

00:10:07   very highly replaceable right or ruler [TS]

00:10:09   who has a large number of keys but it's [TS]

00:10:12   very difficult to replace them and this [TS]

00:10:15   this is essentially best understood when [TS]

00:10:18   you're thinking about like companies and [TS]

00:10:20   boards of directors that essentially the [TS]

00:10:24   more power a CEO has over the board the [TS]

00:10:27   more the CEO is able to replace the [TS]

00:10:29   members of the board the more leeway [TS]

00:10:32   that CEO has like they have more power [TS]

00:10:35   to just do what they want but if if the [TS]

00:10:39   CEO is not able to replace their board [TS]

00:10:43   members then the CEO is like much more [TS]

00:10:46   beholden to what the board once versus [TS]

00:10:49   what the CEO wants to do feel something [TS]

00:10:51   like the founders advantage is an [TS]

00:10:53   excellent story i don't have actually [TS]

00:10:55   never verified if this is true it just [TS]

00:10:56   it sound so true i have a heart [TS]

00:10:59   I'm not believing it because it's [TS]

00:11:00   related to steve jobs here it's like I [TS]

00:11:02   was wondering how far we go into this [TS]

00:11:04   conversation before he popped up right [TS]

00:11:05   yeah but I i have heard i'll be curious [TS]

00:11:08   to know in the comments if this is true [TS]

00:11:09   or not but I have heard that that on the [TS]

00:11:12   return to apple after Steve Jobs had [TS]

00:11:15   been banished the first time when the [TS]

00:11:16   board had gotten rid of him that one of [TS]

00:11:18   his key negotiating requirements was [TS]

00:11:23   that he was able to pack the board with [TS]

00:11:25   his own cronies and he was able to get [TS]

00:11:27   rid of a bunch of people who are on the [TS]

00:11:28   board of directors and I think that's a [TS]

00:11:31   perfect example of people think of the [TS]

00:11:35   companies like the expression of the [TS]

00:11:36   individual right but it can only be an [TS]

00:11:39   expression of the individual if they're [TS]

00:11:41   very secure in their position of power [TS]

00:11:44   Steve Jobs was no fool coming back to [TS]

00:11:46   apple for me once [TS]

00:11:48   yeah exactly so he he set it up so that [TS]

00:11:51   he was in a position where he was able [TS]

00:11:54   to do whatever he wanted with the [TS]

00:11:56   companies like that's why he was able to [TS]

00:11:58   make decisions that were egregiously [TS]

00:12:02   unpopular sometimes but it's because he [TS]

00:12:05   had control over the board right where [TS]

00:12:09   whereas there are plenty of examples [TS]

00:12:11   where the CEO has essentially no control [TS]

00:12:13   over the board and then the CEO is just [TS]

00:12:15   a puppet right there they're not [TS]

00:12:17   actually like an actor who is [TS]

00:12:19   influencing the direction of the company [TS]

00:12:21   like they can't influence the board so [TS]

00:12:23   the board influences them but this but [TS]

00:12:27   this idea of how replaceable are the key [TS]

00:12:31   supporters it was like one idea too many [TS]

00:12:33   and it ends up bringing in talking about [TS]

00:12:36   companies so I did leave it off but I i [TS]

00:12:38   had to as you mentioned like I had to [TS]

00:12:40   reference it at the end because i did [TS]

00:12:42   just want to call it out like this is [TS]

00:12:44   not just politics i would have been [TS]

00:12:46   almost disappointed if you didn't [TS]

00:12:48   you know yeah because it was it was so [TS]

00:12:50   clear to me when watching it so why was [TS]

00:12:54   it clear to you were you thinking of [TS]

00:12:55   anything in particular just having [TS]

00:12:57   worked in a multinational corporation [TS]

00:12:59   like you can see the idea of the keys [TS]

00:13:03   and like the protection of the keys and [TS]

00:13:05   even from a financial perspective [TS]

00:13:07   right-click the keys are rewarded who [TS]

00:13:10   you know and it's like okay [TS]

00:13:13   see all of this i can see how this is [TS]

00:13:15   layering effect is so you know even even [TS]

00:13:19   down to things like talking about the [TS]

00:13:22   control of the way the money moves [TS]

00:13:26   people and even like now like the [TS]

00:13:27   peasant idea who who are the presents in [TS]

00:13:30   this metaphor Mike I wouldn't even know [TS]

00:13:32   but it's like this kind of staging of [TS]

00:13:36   people in power and financial reward [TS]

00:13:39   that goes from the bottom to the top [TS]

00:13:41   like that is a multinational corporation [TS]

00:13:44   it's one of those things where you know [TS]

00:13:48   sometimes I feel like I'm talking about [TS]

00:13:50   ideas that are almost so obvious it's [TS]

00:13:55   like why even discuss them and i think i [TS]

00:13:59   mentioned last time but this is this [TS]

00:14:00   often happens to me when I'm writing a [TS]

00:14:01   script there's some point where I look [TS]

00:14:03   at it I think why am I even talking [TS]

00:14:04   about this like isn't isn't it obvious [TS]

00:14:07   to say that people in power have people [TS]

00:14:10   who helped them stay in power but I'd i [TS]

00:14:12   do think that like there is real value [TS]

00:14:15   in laying it out in a like a small [TS]

00:14:20   concise simple manner because like I cuz [TS]

00:14:24   i have to cast my mind back to remember [TS]

00:14:26   like I feel like this pulled together [TS]

00:14:28   some ideas that were rolling around in [TS]

00:14:30   my head but it's different to see it [TS]

00:14:32   laid out it's like ah ok [TS]

00:14:34   this makes sense but this makes sense [TS]

00:14:37   now you can see in a company or in a [TS]

00:14:40   business how when someone gets promoted [TS]

00:14:43   they often try to bring their immediate [TS]

00:14:46   subordinates with them right wherever [TS]

00:14:48   they're going you like why would they do [TS]

00:14:50   that it's like this is why they're [TS]

00:14:52   trying to bring their power base up [TS]

00:14:54   together like it's a kind of reward for [TS]

00:14:57   the people who have helped them i think [TS]

00:14:59   it's a really harsh but necessary lesson [TS]

00:15:02   for people to understand who are working [TS]

00:15:04   within businesses like often what the [TS]

00:15:08   people above you want is not what is [TS]

00:15:11   ostensibly good for the whole company [TS]

00:15:14   like they want you to do things that [TS]

00:15:18   make them look good to the people that [TS]

00:15:23   they [TS]

00:15:24   a are keys to I like it'sit's this [TS]

00:15:27   hierarchy that's going up and i think it [TS]

00:15:29   is it's if you can think about that like [TS]

00:15:31   it's in some ways it's not a pleasant [TS]

00:15:35   thought but i find it like an incredibly [TS]

00:15:38   liberating and clarifying thought like [TS]

00:15:42   okay I understand what this structure is [TS]

00:15:45   I think my earliest example of this here [TS]

00:15:48   is in years ago like the first the first [TS]

00:15:51   time I had to face one of these ideas of [TS]

00:15:53   what is the Machine tell you it is [TS]

00:15:55   versus what is the machine actually so I [TS]

00:15:58   went to college primarily to do physics [TS]

00:16:01   at university and though the way courses [TS]

00:16:04   and time happened to work out i ended up [TS]

00:16:06   with a bunch of time in my final year as [TS]

00:16:09   a as a senior in University and I was [TS]

00:16:14   trying to think about what to do and [TS]

00:16:16   this was around the time i was also [TS]

00:16:17   getting interested in economics and had [TS]

00:16:20   a friend of mine who was getting [TS]

00:16:20   interested in economics and the two of [TS]

00:16:22   us sat down and we looked at the course [TS]

00:16:23   load one day and we realized oh hey we [TS]

00:16:26   can actually fit a whole economics minor [TS]

00:16:29   in the last two semesters of our senior [TS]

00:16:32   year right as as we're sitting there in [TS]

00:16:34   junior you're trying to plan out that [TS]

00:16:35   the next year like all this is this is [TS]

00:16:37   really interesting like we can let's [TS]

00:16:39   let's do this right we have the time [TS]

00:16:41   there's nothing else we're going to do [TS]

00:16:43   you might as well like what does it hurt [TS]

00:16:45   to add an additional liner to our to our [TS]

00:16:47   graduation so we intended to do this we [TS]

00:16:50   signed up for all of the classes right [TS]

00:16:53   and we're going to these classes and it [TS]

00:16:55   was like an interesting fun time and me [TS]

00:16:57   and my friend we were doing really well [TS]

00:17:00   in the classes because we had a [TS]

00:17:02   ridiculous unfair advantage which is [TS]

00:17:05   that many of the classes we were taking [TS]

00:17:08   or essentially freshman level classes [TS]

00:17:09   right where to seniors in that in these [TS]

00:17:12   classes and also the way [TS]

00:17:15   economics is structured a lot of the [TS]

00:17:18   really hard stuff like the math are [TS]

00:17:21   specific instances of general cases in [TS]

00:17:26   physics and so basically like if you [TS]

00:17:28   have done a physics degree a lot of the [TS]

00:17:31   hard math and economics is a lot easier [TS]

00:17:34   to do [TS]

00:17:35   just because you you've seen it or [TS]

00:17:37   you've seen something very similar to it [TS]

00:17:39   before so my friend and I were doing [TS]

00:17:41   really well in these classes and then as [TS]

00:17:44   essentially what happens is that the [TS]

00:17:47   head of the economics department gets [TS]

00:17:51   the dean of the university to boot my [TS]

00:17:55   friend and I out of the classes after [TS]

00:17:58   the cutoff of when you could [TS]

00:17:59   theoretically drop classes are like [TS]

00:18:01   we're just rejected from these classes [TS]

00:18:03   and it was it was like so infuriated [TS]

00:18:08   like we couldn't get any reason like why [TS]

00:18:09   did this happen i don't understand why [TS]

00:18:11   this happened [TS]

00:18:12   we're really screwed now because now [TS]

00:18:15   we're part-time students all of a sudden [TS]

00:18:17   right when we plan to be full-time [TS]

00:18:19   students which has all of these effects [TS]

00:18:21   on your funding and where you can live [TS]

00:18:22   on campus like it was a huge problem and [TS]

00:18:25   you know I'm i was rather upset at the [TS]

00:18:28   time and I eventually found out through [TS]

00:18:30   one of the physics professors that the [TS]

00:18:31   reason this occurred is because the [TS]

00:18:33   university had a structure that [TS]

00:18:34   determined how grading curve could be [TS]

00:18:38   used and that my friend and I were [TS]

00:18:41   ruining the curve for the economics [TS]

00:18:44   classes and that we were making that [TS]

00:18:48   class look like they were much worse and [TS]

00:18:51   getting much worse grades and so the [TS]

00:18:53   head of the economics department got rid [TS]

00:18:55   of us because it was bringing down her [TS]

00:18:57   average grade reports up-to-the [TS]

00:19:00   university dean and she had some favors [TS]

00:19:03   that she could pull from him to get a [TS]

00:19:04   thing that's not supposed to happen to [TS]

00:19:05   happen top level was too high you are [TS]

00:19:08   you waiting at Holy the difference [TS]

00:19:10   between the grades of my friend and I [TS]

00:19:11   were getting work too far from the rest [TS]

00:19:13   of the class so we were artificially [TS]

00:19:17   pushing down the grades of the other [TS]

00:19:20   students which then reflected badly on [TS]

00:19:22   the economics chair right and so like [TS]

00:19:25   and so that this was like a really [TS]

00:19:27   eye-opening moment of oh ok this [TS]

00:19:32   university is busy telling me about how [TS]

00:19:35   it is a place of learning [TS]

00:19:37   yes this is where is maybe harshest and [TS]

00:19:39   I there's a huge amount of that that is [TS]

00:19:42   true but if you do learning in the wrong [TS]

00:19:48   way you suddenly discover that there's a [TS]

00:19:51   bunch of kingdoms right there are [TS]

00:19:53   Kingdom's that are defending resources [TS]

00:19:58   that are negotiating for various things [TS]

00:20:00   with each other and that if you end up [TS]

00:20:04   on the wrong side of these things you [TS]

00:20:07   are but upon in this larger system again [TS]

00:20:11   and that was a very very eye-opening [TS]

00:20:14   early example of this to me [TS]

00:20:17   so what what this makes me think of and [TS]

00:20:20   and it's like a harsh reality that the I [TS]

00:20:23   face it's very similar in this is why [TS]

00:20:25   it's so shocking to learn about think [TS]

00:20:27   about any of these things in this way [TS]

00:20:28   from democracy to all the way down to [TS]

00:20:31   education who is that people care about [TS]

00:20:35   themselves more than the thing they're [TS]

00:20:39   supposed to be doing so in this instance [TS]

00:20:43   the professor cared more about her job [TS]

00:20:47   and her grades and how that looked on [TS]

00:20:49   her then you're learning brain for me it [TS]

00:20:55   was like people cared more about their [TS]

00:20:59   own job performance then about the [TS]

00:21:02   customers of the bank right right we're [TS]

00:21:05   doing what's right for the person that [TS]

00:21:08   you know more about their own job [TS]

00:21:10   performance not even necessary the [TS]

00:21:11   bottom line of the company just their [TS]

00:21:13   own personal job performance and I how [TS]

00:21:15   frustrating i used to find that because [TS]

00:21:17   I like to believe in the greater good of [TS]

00:21:20   it all the innocent Michael you know [TS]

00:21:23   like that I thought we were supposed to [TS]

00:21:24   be doing the right thing [TS]

00:21:26   whoo & and that's where like these [TS]

00:21:28   things become harsh and and is that like [TS]

00:21:30   is harshest in your example because it [TS]

00:21:34   is i am a student trying to learn and I [TS]

00:21:38   have been denied the education because [TS]

00:21:42   it makes somebody else look at yeah it's [TS]

00:21:45   finally I am I am the most you know let [TS]

00:21:49   it go kind of person that is possibly [TS]

00:21:51   alive but every once in awhile that's [TS]

00:21:53   still I remember that and I feel like we [TS]

00:21:56   should have gotten that economics minor [TS]

00:21:58   but because of just some like political [TS]

00:21:59   thing [TS]

00:22:00   yeah right as it didn't have like what [TS]

00:22:03   does it matter actually get matters not [TS]

00:22:04   at all it doesn't matter for anything i [TS]

00:22:06   ended up going to graduate school for [TS]

00:22:08   economics anyway like it didn't get [TS]

00:22:10   affected nothing in my life but like [TS]

00:22:12   it's it's just I think sometimes I [TS]

00:22:15   remember it because it's it is that [TS]

00:22:17   facing the like the reality of the thing [TS]

00:22:19   versus the idea of the thing [TS]

00:22:21   yeah and and yeah that's that's what it [TS]

00:22:23   was I don't think that's why people have [TS]

00:22:25   been enjoying this video because it's [TS]

00:22:27   like the mccobb of finding this out is [TS]

00:22:31   exciting and interesting right like I [TS]

00:22:35   think that's what the video seems to be [TS]

00:22:36   doing really well for numbers [TS]

00:22:37   perspective i want to come through those [TS]

00:22:39   numbers in a minute but like you know [TS]

00:22:41   I've seen a lot of people talking really [TS]

00:22:42   positively about the video from an [TS]

00:22:45   enjoyment perspective because it's like [TS]

00:22:47   breaking social norms in a way like the [TS]

00:22:51   things that we expect these people i [TS]

00:22:54   think i think i have a hard time [TS]

00:22:55   conveying is is this idea of i'm not [TS]

00:23:02   being cynical here but I think cynical [TS]

00:23:06   is is a word that sometimes used to [TS]

00:23:07   dismiss a thing but I i feel like i am [TS]

00:23:10   trying to talk about the reality of some [TS]

00:23:14   language might be uncomfortable to [TS]

00:23:16   acknowledge its not cynicism it its [TS]

00:23:18   realism this is what is happening and i [TS]

00:23:23   still like to believe that there are [TS]

00:23:24   jewel parts of this like the people will [TS]

00:23:26   try and get themselves into office [TS]

00:23:28   because they want to be powerful [TS]

00:23:29   marketing you have to have that thing in [TS]

00:23:31   your brain that everybody has the desire [TS]

00:23:34   to want power in the first place but [TS]

00:23:36   there are still people within their [TS]

00:23:37   system that want to do an element of [TS]

00:23:39   good [TS]

00:23:39   yeah it's not saying that like it's all [TS]

00:23:42   bad but there are bad parts of it that [TS]

00:23:45   you have to know to be able to [TS]

00:23:46   understand the good [TS]

00:23:47   yeah it's like if you it is not a [TS]

00:23:51   reputation that there are no good [TS]

00:23:53   politicians and no and nobody's [TS]

00:23:55   intentions are good but it is it is just [TS]

00:23:58   simply trying to acknowledge the [TS]

00:24:01   structure in which people work [TS]

00:24:04   yeah right like and that's it that's a [TS]

00:24:06   different thing from just being cynical [TS]

00:24:09   about the idea of that [TS]

00:24:11   like all politics is terrible and i'm [TS]

00:24:13   not saying that but I what I'm trying to [TS]

00:24:16   say is if you're working in the business [TS]

00:24:18   if you want to go into politics if you [TS]

00:24:22   want to be effective for the right [TS]

00:24:25   reasons you need to understand how this [TS]

00:24:29   works [TS]

00:24:30   yeah there are things you're going to [TS]

00:24:31   need to give up yeah things are going to [TS]

00:24:34   need to give up there's things that [TS]

00:24:35   you're going to need to do and it has 13 [TS]

00:24:38   since like you know that I sometimes [TS]

00:24:40   joke online about like oh being [TS]

00:24:42   president or being King but like I am [TS]

00:24:44   perfectly well aware that have no [TS]

00:24:47   interest in actually doing that because [TS]

00:24:49   i would be no good at the things that [TS]

00:24:51   are required to be in those positions of [TS]

00:24:53   power is not like it's hard to sit down [TS]

00:24:56   and come up with ideas about how things [TS]

00:24:58   could run better almost anybody can do [TS]

00:25:00   that because it's pretty easy to look at [TS]

00:25:02   any structure of power and come up with [TS]

00:25:04   a way that they could do with a better [TS]

00:25:06   yeah but that's a totally different [TS]

00:25:08   question of what would you need to do to [TS]

00:25:13   get into a position where you could [TS]

00:25:16   really actually change the thing that [TS]

00:25:19   you're complaining about like that's a [TS]

00:25:21   totally different question you know and [TS]

00:25:24   i think most people aren't willing to do [TS]

00:25:27   that and and then like and that's the [TS]

00:25:30   way that's the way things are [TS]

00:25:32   but it's I don't view it as a kind of [TS]

00:25:34   cynicism and I i think it's a useful [TS]

00:25:36   thing to think about like the images [TS]

00:25:40   before i came across the dictators [TS]

00:25:41   handbook but even when i was when i was [TS]

00:25:43   working is it [TS]

00:25:44   teacher I was much more aware of the [TS]

00:25:48   power structure of the school and how it [TS]

00:25:51   related to me as a teacher working in [TS]

00:25:54   the school and like there is no doubt [TS]

00:25:56   that thinking about this stuff from one [TS]

00:25:59   level removed made my life way easier [TS]

00:26:02   because i was i was aware of doing [TS]

00:26:05   things like signaling to certain people [TS]

00:26:08   I am NOT interested in promotion like I [TS]

00:26:11   am I am a cog in this machine right this [TS]

00:26:13   is my role I'm happy to be here like i [TS]

00:26:16   am at the bottom level of this i am no [TS]

00:26:19   competition for you [TS]

00:26:21   we're not we're not going for the same [TS]

00:26:22   job like I'm just going to be a physics [TS]

00:26:24   teacher [TS]

00:26:24   that's all I want to do and then [TS]

00:26:27   understanding that the best way for me [TS]

00:26:30   to be left alone is simply never caused [TS]

00:26:34   problems for my managers that's like [TS]

00:26:37   constantly thinking about what did the [TS]

00:26:41   managers need to see how can i do that [TS]

00:26:44   and other stuff is not necessarily as [TS]

00:26:48   important and that's how i'm going to [TS]

00:26:49   fly under the radar [TS]

00:26:50   it's like I can let some stuff go in [TS]

00:26:53   this job if I recognize like ultimately [TS]

00:26:55   what does my manager not care about [TS]

00:26:57   something out of jealous of because i [TS]

00:26:59   knew i needed to be that way to be left [TS]

00:27:01   alone [TS]

00:27:02   I just couldn't keep my mouth shut but [TS]

00:27:04   it's so it's so hard right it's it's so [TS]

00:27:08   hard and it's it's so frustrating and [TS]

00:27:10   you can you can be sitting in a meeting [TS]

00:27:12   and I would definitely have this of [TS]

00:27:14   sitting in a meeting and just reminding [TS]

00:27:16   myself like just keep your mouth shut [TS]

00:27:19   just don't say anything because they're [TS]

00:27:23   like there's no that you have no [TS]

00:27:24   political capital capital here to [TS]

00:27:26   actually do anything you've set that up [TS]

00:27:28   on purpose so that you're not going to [TS]

00:27:30   be conflicting with anybody [TS]

00:27:32   all you want is for this meeting to be [TS]

00:27:34   over and to be in to be back doing your [TS]

00:27:37   side projects as soon as possible [TS]

00:27:39   that's the actual goal right don't don't [TS]

00:27:43   interject I was such a nightmare I had [TS]

00:27:47   two modes in meetings [TS]

00:27:50   mmm i cracked endless jokes mm above in [TS]

00:27:54   a way that I don't in any office such [TS]

00:27:57   situation in life I don't make as many [TS]

00:28:00   jokes is when I would sit in these [TS]

00:28:01   meetings i would just make fun of [TS]

00:28:02   everything [TS]

00:28:03   mmm and/or i would start shouting did [TS]

00:28:07   that with my two modes make jokes start [TS]

00:28:10   shouting because my good Mike [TS]

00:28:12   I couldn't help myself I just know and [TS]

00:28:14   I'm very opinionated and I as much as I [TS]

00:28:17   hated my job I cared about the core of [TS]

00:28:19   it like I had a belief in a thing that I [TS]

00:28:23   was doing because i can't do something [TS]

00:28:25   and the site believed in it something i [TS]

00:28:27   would have just not been able to do at [TS]

00:28:29   all was just like that was how I got in [TS]

00:28:31   my job prior to the marketing job I [TS]

00:28:33   cared about it's so little that used to [TS]

00:28:35   go into the office and do nothing [TS]

00:28:37   I would on 48 hours and I didn't do a [TS]

00:28:41   thing right so do not advise that course [TS]

00:28:45   of action [TS]

00:28:46   today's episode of cortex is brought to [TS]

00:28:49   you in part by tracker smart cars smart [TS]

00:28:52   phones smart homes technology is making [TS]

00:28:55   everything smarter but now we have more [TS]

00:28:58   possessions to lose which makes us feel [TS]

00:29:01   not so smart now is sitting next to me a [TS]

00:29:04   suitcase going on a trip tomorrow when I [TS]

00:29:06   travel I am enclosing fear of losing my [TS]

00:29:10   suitcase [TS]

00:29:11   maybe I somebody takes it maybe I put it [TS]

00:29:13   down and forget about it or maybe it [TS]

00:29:15   just gets lost in the baggage carousel [TS]

00:29:17   system somewhere so i have a tracker in [TS]

00:29:21   my suitcase because it makes losing [TS]

00:29:23   things a thing of the past the tracker [TS]

00:29:26   is a coin-sized device that locates [TS]

00:29:28   misplaced keys wallets bags computers [TS]

00:29:31   even pets in seconds you just pay your [TS]

00:29:33   tracker to your smartphone attach it to [TS]

00:29:35   any item and you can find its precise [TS]

00:29:37   location with a tap of a button [TS]

00:29:39   it's that easy you can even track up to [TS]

00:29:41   10 devices at once with your fun [TS]

00:29:44   what if you lose your fun right so you [TS]

00:29:45   have set up your trackers and then you [TS]

00:29:48   can find your phone you've lost it [TS]

00:29:49   somewhere at home you just press a [TS]

00:29:50   button on any of your connected tracking [TS]

00:29:52   devices and your phone will play a [TS]

00:29:54   lovely time which is very loud even if [TS]

00:29:57   it's on silent so you always know where [TS]

00:29:59   it is and you can just go and grab it [TS]

00:30:00   over 1.5 million devices registered [TS]

00:30:03   tracker house the largest crowd gps [TS]

00:30:06   network in the world so your life's [TS]

00:30:07   light and will show up on a map [TS]

00:30:09   even if it's miles away all the trackers [TS]

00:30:11   connect to each other and you can help [TS]

00:30:13   locate your items that way the tracker [TS]

00:30:15   app record your lost items last location [TS]

00:30:17   and when another track a user comes [TS]

00:30:19   within a 100 foot range you'll receive a [TS]

00:30:21   GPS update of your items location you [TS]

00:30:24   can also now personalize your trackers [TS]

00:30:26   of a laser engrave message or a custom [TS]

00:30:28   printed image as well I have some lovely [TS]

00:30:30   cortex tracker units that lovely photo [TS]

00:30:32   tracker sent to me and tracker is enable [TS]

00:30:35   bluetooth LE so the battery lasts up to [TS]

00:30:38   a year of tracker you'll never lose your [TS]

00:30:40   possessions again go to the tracker com [TS]

00:30:43   and enter the promo code cortex and [TS]

00:30:45   you'll get a free tracker Bravo unit [TS]

00:30:47   with any purchase that's th e [TS]

00:30:50   tra ck r.com code cortex of any purchase [TS]

00:30:55   to get your free tracker brother thank [TS]

00:30:57   you so much to track their support of [TS]

00:30:59   this show i'm really a fan and also [TS]

00:31:01   given me peace of mind so I don't lose [TS]

00:31:04   my suitcase [TS]

00:31:05   I want to come back to something that [TS]

00:31:07   it's kind of like a little elephant in [TS]

00:31:09   the room was not discussed yet which is [TS]

00:31:10   the fact that this video is 20 minutes [TS]

00:31:12   long [TS]

00:31:12   who this is abnormal there's been one of [TS]

00:31:16   a video on your channel that's that's [TS]

00:31:18   reached kind of over this probably [TS]

00:31:20   around ten minute mark your videos tend [TS]

00:31:22   to be under 10 minutes and that was one [TS]

00:31:24   that you've already mentioned a moment [TS]

00:31:26   ago which is humans need not apply which [TS]

00:31:28   is a 15-minute video which was also a [TS]

00:31:30   pain in the Alps [TS]

00:31:31   yeah and now you've done this one which [TS]

00:31:33   is 20 minutes [TS]

00:31:35   ya los later follow ups which you've [TS]

00:31:38   mentioned now you call out maybe two or [TS]

00:31:41   three of those in the video so i want to [TS]

00:31:45   know like at what point in this process [TS]

00:31:47   did this become a single 20-minute video [TS]

00:31:50   and not like to terminate videos and was [TS]

00:31:55   this decision related in any way to [TS]

00:31:59   youtube seeming preference now for watch [TS]

00:32:02   time overviews boot yeah that's a good [TS]

00:32:07   question [TS]

00:32:07   so for people that don't know typically [TS]

00:32:14   in the history of youtube views of [TS]

00:32:16   thinking the way to get promoted most in [TS]

00:32:19   the algorithm the way to get on the [TS]

00:32:21   front page the way to get the most money [TS]

00:32:22   from your ads was to get the most views [TS]

00:32:25   youtube has pretty much silently changed [TS]

00:32:29   this it's one of these things that as [TS]

00:32:31   I've looked more and more interest there [TS]

00:32:33   there are many things on YouTube that [TS]

00:32:34   just get passed from person to person [TS]

00:32:36   because somebody told someone and then [TS]

00:32:39   it kind of moves out [TS]

00:32:40   yeah busy this is definitely a thing [TS]

00:32:42   that happens which is everybody trying [TS]

00:32:44   to speculate and the game of telephone [TS]

00:32:47   occurs about what the algorithm may or [TS]

00:32:49   may not be doing is very hard to try to [TS]

00:32:51   separate that from what is the algorithm [TS]

00:32:54   actually doing but the current [TS]

00:32:55   agreed-upon consensus is that watch time [TS]

00:32:59   which is the amount of time somebody [TS]

00:33:02   spends watching a video [TS]

00:33:03   is worth more to you then views so what [TS]

00:33:06   a lot of people are doing now is making [TS]

00:33:08   longer videos so you get more minutes [TS]

00:33:11   that can be viewed so it pushes your [TS]

00:33:14   watch time up pushing through the [TS]

00:33:16   algorithm enhances your ad rates and it [TS]

00:33:19   is believed that the YouTube is trying [TS]

00:33:21   to do this to curb [TS]

00:33:23   click click view click bait because [TS]

00:33:25   people will give clickbait I'll to get [TS]

00:33:26   the view you get the number but then [TS]

00:33:28   people start watching within 20 seconds [TS]

00:33:30   because it's actually not what they were [TS]

00:33:31   children and for so watch time and you [TS]

00:33:34   know we talked about this retention [TS]

00:33:35   figures last time to kind of go hand in [TS]

00:33:38   hand that is more indicative of a video [TS]

00:33:41   being worthwhile if somebody is watched [TS]

00:33:44   through the most of it so the watch time [TS]

00:33:46   seems to be the thing that people are [TS]

00:33:47   focusing on so a 20-minute video has a [TS]

00:33:51   higher chance of getting more allotted [TS]

00:33:53   minutes then a four-minute video [TS]

00:33:56   yeah there's a few things that are mixed [TS]

00:34:00   together with the conversation that [TS]

00:34:02   occurs around watch time and actually [TS]

00:34:05   recently just put a ton of data from all [TS]

00:34:07   of my videos into a bunch of [TS]

00:34:09   spreadsheets to try to take a look at [TS]

00:34:11   the data on my own channel and how it [TS]

00:34:12   relates to watch time because precisely [TS]

00:34:14   because of what you said before of [TS]

00:34:16   trying to figure out like how much of [TS]

00:34:18   this is just a rumor [TS]

00:34:20   how much of this is real is there [TS]

00:34:22   anything that I can pull out of my own [TS]

00:34:23   data set to try to get an answer to this [TS]

00:34:26   and this is two questions one of which [TS]

00:34:31   is how much does YouTube promote a video [TS]

00:34:35   if it has a large amount of watch time [TS]

00:34:37   and ultimately I think that's unknowable [TS]

00:34:42   like the the effect of that has I I just [TS]

00:34:46   don't know i can say with an extremely [TS]

00:34:49   high degree of confidence that youtube [TS]

00:34:55   is using watch time as a proxy for video [TS]

00:34:59   quality that that's this is the best [TS]

00:35:02   metric they've come up with to try to [TS]

00:35:05   figure out is is this a video that [TS]

00:35:08   people want to see I think that's [TS]

00:35:11   sensible on Piper let's say i had some [TS]

00:35:14   interesting conversations with some [TS]

00:35:15   people about this [TS]

00:35:16   and I can't come up with a better way to [TS]

00:35:21   eat you need to have some kind of number [TS]

00:35:25   to feed the Machine about about how good [TS]

00:35:28   our videos are our heart or how not good [TS]

00:35:30   our videos watch time seems pretty good [TS]

00:35:34   you know and I've I've lived through the [TS]

00:35:36   various phases where you can see that [TS]

00:35:38   the YouTube algorithm is poorly attuned [TS]

00:35:41   to what is good and it sometimes has [TS]

00:35:44   hilarious results boob apocalypse was a [TS]

00:35:47   few years ago [TS]

00:35:49   we're just some nails with boobs in them [TS]

00:35:52   work everywhere all over youtube for [TS]

00:35:54   like a month because of some tweaks to [TS]

00:35:56   the algorithm and they had like oh god [TS]

00:35:58   who doesn't all right look for the [TS]

00:36:00   terrible thing but you couldn't watch [TS]

00:36:02   any video without seeing that the [TS]

00:36:04   related videos were people who were just [TS]

00:36:07   like reacting to the main video but we [TS]

00:36:09   just put boobs in the thumbnail like i [TS]

00:36:10   used to get this on every single video i [TS]

00:36:12   made for for a couple months before they [TS]

00:36:14   tweak the algorithm around like it so [TS]

00:36:16   it's a really hard problem to solve [TS]

00:36:19   when you also consider that there are [TS]

00:36:21   people who are trying to game the system [TS]

00:36:22   constantly at and so what watch time [TS]

00:36:24   seems reasonable [TS]

00:36:26   now that the thing that I don't know is [TS]

00:36:30   how much does that actually affect the [TS]

00:36:33   video going out to subscribers [TS]

00:36:36   how much does it affect if it gets onto [TS]

00:36:38   the trending part of YouTube or not I [TS]

00:36:40   have no idea and I don't really have any [TS]

00:36:44   ability to now like looking through my [TS]

00:36:47   own data set and trying to do some [TS]

00:36:49   correlations you know against different [TS]

00:36:51   values for like how did how much does [TS]

00:36:52   this seem to affect as correlated verse [TS]

00:36:55   watch time on my videos I can't really [TS]

00:36:57   draw any super strong conclusions that [TS]

00:36:59   there's like an there's an unambiguous [TS]

00:37:01   relationship between watch time on a [TS]

00:37:04   video and how many people view it right [TS]

00:37:07   like how many views how many subscribers [TS]

00:37:09   does it go out to I can't see and [TS]

00:37:11   unambiguously clear relationship between [TS]

00:37:14   those two things there's a second [TS]

00:37:16   question which is due longer videos make [TS]

00:37:20   you more money and i think there's a [TS]

00:37:23   confusion that has occurred here among [TS]

00:37:25   youtube viewers which I actually think [TS]

00:37:27   PewDiePie is no small part responsible [TS]

00:37:28   for this [TS]

00:37:29   he's always making jokes about that you [TS]

00:37:30   know I gotta get the video to 10 minutes [TS]

00:37:31   and I think he's put an idea in people's [TS]

00:37:34   head that the 10-minute number is [TS]

00:37:36   somehow related to youtube red which [TS]

00:37:39   distributes money based on watch time [TS]

00:37:41   and that's that's actually not the case [TS]

00:37:44   youtube red money is distributed to [TS]

00:37:46   everybody in proportion to their watch [TS]

00:37:47   time but when you get a video / 10 [TS]

00:37:52   minutes you can put an ad at the end of [TS]

00:37:54   it not just an ad at the beginning like [TS]

00:37:56   those pre-roll ads that show up you can [TS]

00:37:58   have one at the end [TS]

00:37:59   ok that's why lots of YouTube channels [TS]

00:38:02   are aiming for videos that are 10 [TS]

00:38:03   minutes and one second long is because [TS]

00:38:07   it means they can double up the number [TS]

00:38:09   of ads that potentially show on that [TS]

00:38:12   video how do you feel about that Mike [TS]

00:38:15   such as terrorists i understand it but [TS]

00:38:19   like I don't know it's like in its own [TS]

00:38:22   little way kind of upsetting to me [TS]

00:38:25   it annoys me that it's even a thing the [TS]

00:38:28   last time this happened to me was I put [TS]

00:38:29   up a video the the Q&A video that I did [TS]

00:38:32   I don't know maybe like nine months ago [TS]

00:38:35   now did a Q&A with greater number three [TS]

00:38:37   and i remember thinking that one came up [TS]

00:38:39   to nine minutes long and I was annoyed [TS]

00:38:42   simply by the fact that i found myself [TS]

00:38:44   thinking for a second like should i do [TS]

00:38:46   one more question this Q&A you know to [TS]

00:38:49   stretch it out to 10 minutes i thought [TS]

00:38:50   now like I hate this system controls I [TS]

00:38:53   don't like this like this even the fact [TS]

00:38:55   that this thought is occurring to me [TS]

00:38:56   like irritates me [TS]

00:38:58   I don't even want this to be a [TS]

00:38:59   consideration like I've spent a whole [TS]

00:39:01   bunch of time on the script I think [TS]

00:39:02   these questions flow in an appropriate [TS]

00:39:04   way like no I'm not going to go back in [TS]

00:39:06   and monkey wrench in an additional [TS]

00:39:07   questions we can make my video 10 [TS]

00:39:09   minutes and one second long so there can [TS]

00:39:11   be a second at the end i guess i don't [TS]

00:39:13   blame youtube for this this isn't [TS]

00:39:15   something that I think YouTube is doing [TS]

00:39:17   wrong [TS]

00:39:17   they're doing like the best they can but [TS]

00:39:20   it's everybody else that's the problem [TS]

00:39:22   is like the people who try and gain it [TS]

00:39:24   but funnily enough it relates back a [TS]

00:39:26   little bit to what we were just talking [TS]

00:39:27   about a minute ago [TS]

00:39:28   Lou the people being up in the system [TS]

00:39:30   making it worse for everyone because [TS]

00:39:33   they have their own things that they [TS]

00:39:35   want to try and gain out of it like [TS]

00:39:37   there's someone somewhere who is in [TS]

00:39:39   charge of how much adsense revenue does [TS]

00:39:41   YouTube generator [TS]

00:39:42   quarter and they want to make that [TS]

00:39:45   number go up and it is totally [TS]

00:39:47   reasonable that if you say so you upload [TS]

00:39:50   a video that's an hour-long to youtube [TS]

00:39:53   well it's reasonable to have an ad at [TS]

00:39:55   the beginning and at the end and to have [TS]

00:39:58   an ad in the middle because it's a [TS]

00:39:59   totally reasonable thing if someone is [TS]

00:40:01   on your site for an hour watching some [TS]

00:40:03   content once you can see that point [TS]

00:40:06   there has to be some cut off below which [TS]

00:40:10   you say you're not allowed to have more [TS]

00:40:12   than one ad on this video and and [TS]

00:40:15   whatever that number is you're going to [TS]

00:40:17   always have people ending up like near [TS]

00:40:19   that number up and then feeling like P [TS]

00:40:22   we make it just a little bit longer [TS]

00:40:23   because like that the idea of the cutoff [TS]

00:40:26   is a user-friendly is a [TS]

00:40:28   consumer-friendly thing move but it ends [TS]

00:40:31   up being negative the consumer because [TS]

00:40:33   then you end up with people pushing to [TS]

00:40:36   get to that point right right and here [TS]

00:40:38   here here is a situation where we now [TS]

00:40:39   talk about the power again right [TS]

00:40:42   personally if I was in charge of YouTube [TS]

00:40:46   adsense revenue and I was also [TS]

00:40:49   incredibly secure my position of power [TS]

00:40:51   and didn't actually have to increase [TS]

00:40:53   those numbers i would i would probably [TS]

00:40:56   raise that limit from 10 minutes to 20 [TS]

00:40:58   minutes i think twenty minutes you're [TS]

00:41:00   going to just cut out a lot of videos [TS]

00:41:02   that people could possibly stretch [TS]

00:41:04   I think 10 minutes is just too close to [TS]

00:41:07   the point where a bunch of people can [TS]

00:41:10   stretch it just a little longer to make [TS]

00:41:12   a 1001 and 20 minutes outside of that [TS]

00:41:15   but back in reality land whoever's job [TS]

00:41:19   is it is to be in charge of Adsense [TS]

00:41:21   revenue has to go to their boss and be [TS]

00:41:22   like I would like to decrease quarterly [TS]

00:41:24   revenue by potentially millions of [TS]

00:41:27   dollars that who knows how much and and [TS]

00:41:29   what's your reason for this [TS]

00:41:31   I think it's a slightly better user [TS]

00:41:33   experience is like now get outta here [TS]

00:41:35   this is wrong this is not possible we [TS]

00:41:36   have like you crazy like can you show me [TS]

00:41:39   on paper how much better the user [TS]

00:41:40   experiences like two people even really [TS]

00:41:42   care and like this isn't it never gonna [TS]

00:41:44   happen [TS]

00:41:45   I have a question for you we're going to [TS]

00:41:47   play this game [TS]

00:41:48   ok the cgpgrey channel who is a video is [TS]

00:41:53   a chat is like one of these channels [TS]

00:41:54   whether it has like four people to make [TS]

00:41:55   it [TS]

00:41:56   as for it right and you run it and the [TS]

00:42:00   videos are coming in at nine minutes and [TS]

00:42:02   30 seconds they keep they keep kind of [TS]

00:42:04   floating around that number nine minutes [TS]

00:42:07   8 minutes 25 nine minutes 45 to you as [TS]

00:42:11   boss of cgpgrey channel instruct your [TS]

00:42:13   video creators to push to 10 [TS]

00:42:17   ok so now this is a thing we're told [TS]

00:42:20   like the details totally matter and one [TS]

00:42:23   of the questions is like how well is the [TS]

00:42:26   business doing there are many scenarios [TS]

00:42:28   which I might not even have a choice [TS]

00:42:30   about whether to do that or not the [TS]

00:42:32   business is doing perfectly fine [TS]

00:42:34   ok so now that now this is this is [TS]

00:42:36   exactly how i try to arrange my life [TS]

00:42:38   the business is doing perfectly fine and [TS]

00:42:40   if it's all arranged the way great [TS]

00:42:42   industries is arranged which is i'm the [TS]

00:42:44   dude in charge and I have no one to [TS]

00:42:47   answer to [TS]

00:42:48   I would just leave it like a knob it [TS]

00:42:50   would be fine you know you could make [TS]

00:42:51   twenty-five percent more revenue year if [TS]

00:42:54   you ask you'll create as to just to 25 [TS]

00:42:57   seconds more work for each video I would [TS]

00:42:59   still say no under the assumption that [TS]

00:43:01   the business is doing fine and I can [TS]

00:43:03   feel confident saying that because I [TS]

00:43:05   know already that i make a bunch of [TS]

00:43:07   decisions that are like that show which [TS]

00:43:09   witch is which is getting back to your [TS]

00:43:10   very first question about talking about [TS]

00:43:12   the length of this video like is the [TS]

00:43:13   length of this video longer to make more [TS]

00:43:15   money in some ways actually not some [TS]

00:43:19   ways in almost every way that a [TS]

00:43:21   spreadsheet can measure this video is a [TS]

00:43:24   terrible i see it's just like it a [TS]

00:43:27   terrible terrible idea in terms of [TS]

00:43:30   return on investment and in terms of how [TS]

00:43:34   long did it take to make but I also now [TS]

00:43:36   fact-finder's is increasingly thing i [TS]

00:43:38   have to be aware of is how much does it [TS]

00:43:41   cost to make when it's not just me [TS]

00:43:43   working on it anymore and also when [TS]

00:43:45   facing the reality of this video could [TS]

00:43:49   quite easily be to 10 minute videos or [TS]

00:43:52   35 minute videos like there-there are [TS]

00:43:55   chapter breaks in this video around the [TS]

00:43:58   dictatorship democracies and taxes and [TS]

00:44:01   revolts there's no reason I couldn't [TS]

00:44:03   have made this a three-part series [TS]

00:44:04   especially when you have two more videos [TS]

00:44:06   plan [TS]

00:44:07   yeah well I have [TS]

00:44:08   videos planned anyway like it's going to [TS]

00:44:10   be it's going to be more stuff coming [TS]

00:44:11   down the road so it is not like it would [TS]

00:44:13   be feel like an artificial splits you [TS]

00:44:17   know it's it's a it's a weird thing to [TS]

00:44:19   look at this and to know for a fact that [TS]

00:44:21   the way my business runs i could [TS]

00:44:23   essentially have tripled the [TS]

00:44:25   profitability of this video for not very [TS]

00:44:28   much work and I chose not to this is one [TS]

00:44:31   of the great things about working for [TS]

00:44:33   yourself is that you can make decisions [TS]

00:44:35   based on taste that is it is so it is so [TS]

00:44:39   true i I'm actually I've had it I've had [TS]

00:44:41   a number of decisions like this that [TS]

00:44:43   happened to come up in the past couple [TS]

00:44:44   weeks where there's a question about [TS]

00:44:46   should i do with thing the thing is [TS]

00:44:50   obviously a good business decision but I [TS]

00:44:53   don't feel good about doing the thing as [TS]

00:44:56   I guess what i am the CEO and the board [TS]

00:44:59   of directors of my own company so i [TS]

00:45:01   don't have to do this it is a freeing [TS]

00:45:04   feeling to know that you can do like you [TS]

00:45:06   know one of the very basic things for us [TS]

00:45:08   is the sponsors that we turned down [TS]

00:45:11   yeah yeah companies that I know will [TS]

00:45:14   give me maybe more money than some of [TS]

00:45:16   the companies that we work with just [TS]

00:45:17   because they really want to get their [TS]

00:45:19   word out that we just say it's not going [TS]

00:45:21   to work i even things like when we have [TS]

00:45:23   a perfectly valid companies but we have [TS]

00:45:26   another company that were working with [TS]

00:45:28   that sells the same product it's not [TS]

00:45:31   about that there's a contractual thing [TS]

00:45:33   in place we just try not to mix the [TS]

00:45:35   message because it doesn't make sense [TS]

00:45:36   for us because we think it's confusing [TS]

00:45:38   to our listeners exactly exactly and [TS]

00:45:41   that's and that's the kind of thing that [TS]

00:45:42   when you're working for yourself you can [TS]

00:45:44   make those decisions [TS]

00:45:46   it is on the list of things that are [TS]

00:45:48   beneficial that working for yourself [TS]

00:45:49   being able to turn down stuff that you [TS]

00:45:53   don't feel good about is very high on [TS]

00:45:55   that list even if it doesn't make [TS]

00:45:57   business sense and perhaps especially [TS]

00:45:59   when it doesn't make business sense and [TS]

00:46:02   and this video is is one of those cases [TS]

00:46:07   just so crystal-clear people are looking [TS]

00:46:13   at this video from the perspective of it [TS]

00:46:16   seems like it's three sections it could [TS]

00:46:19   have been broken up into three sections [TS]

00:46:20   why didn't you do that but but from my [TS]

00:46:23   perspective what I'm looking at is I had [TS]

00:46:28   a thing that was fifteen thousand words [TS]

00:46:30   that would have been an hour and 20 [TS]

00:46:32   minutes long if recorded and what I [TS]

00:46:35   tried to pull out of it was which three [TS]

00:46:41   sections go together as a cohesive group [TS]

00:46:47   and which three sections makes sense as [TS]

00:46:50   a as a place to start when talking about [TS]

00:46:52   this stuff and it's like that's why this [TS]

00:46:56   video is is 20 minutes [TS]

00:46:58   like it'sit's not 20 minutes because i [TS]

00:47:01   was aiming for a watch time point it's [TS]

00:47:04   certainly not 20 minutes because I would [TS]

00:47:07   make more money on that like the [TS]

00:47:08   spreadsheets definitely tell me the [TS]

00:47:11   terrible financial decision but its [TS]

00:47:13   twenty minutes because it feels like [TS]

00:47:15   this is a cohesive group on a topic that [TS]

00:47:23   is important to me that I think unifies [TS]

00:47:28   a lot of the other things that i have [TS]

00:47:30   talked about and so I want these two go [TS]

00:47:34   together and they have ended up being 20 [TS]

00:47:37   minutes but that it is a part is a [TS]

00:47:40   process of cutting 220 it is not [TS]

00:47:43   remotely a process of building 220 [TS]

00:47:47   today's episode of cortex is also [TS]

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00:50:01   really FM blue apron a better way to [TS]

00:50:04   cook [TS]

00:50:05   I have a theory move about this video [TS]

00:50:08   that I i will share shortly but i have a [TS]

00:50:11   question asked you first [TS]

00:50:13   ok question is how long did this script [TS]

00:50:16   take like from when it was serious not [TS]

00:50:20   from one house of the video that it was [TS]

00:50:22   previously like from when you decided [TS]

00:50:24   i'm making this video about this topic [TS]

00:50:27   and when you start writing script yes [TS]

00:50:29   that that's pretty clear [TS]

00:50:30   I can pinpoint for you exactly when this [TS]

00:50:33   script started to dominate and ruin my [TS]

00:50:36   life which was essentially right when I [TS]

00:50:39   came back from summer vacation so that [TS]

00:50:44   would have been the very end of august [TS]

00:50:47   or the beginning [TS]

00:50:47   of September that that is when it [TS]

00:50:49   started to turn into like this is the [TS]

00:50:51   only thing I am working on constantly so [TS]

00:50:54   we're looking at about two to three [TS]

00:50:55   months on this [TS]

00:50:57   yeah roughly I guess gotta yes this was [TS]

00:51:01   the end of october yeah I guess that's [TS]

00:51:02   about right [TS]

00:51:03   probably closer to two because I now [TS]

00:51:06   have this interesting phase where the [TS]

00:51:07   animators working on things as well but [TS]

00:51:10   yeah closer to two months than three [TS]

00:51:12   alright so let's say it's 22 months of [TS]

00:51:14   work what does the average time that a [TS]

00:51:18   script takes to complete [TS]

00:51:19   okay well this is this is the thing i [TS]

00:51:21   have a hard time answering because in [TS]

00:51:25   general i say like it it takes his [TS]

00:51:27   script six weeks to go from start to [TS]

00:51:32   finish but that is almost always [TS]

00:51:35   implicitly that I'm like I'm working on [TS]

00:51:37   other things in the middle like I often [TS]

00:51:38   work on it for say like two or three [TS]

00:51:40   weeks and then I intentionally put it [TS]

00:51:42   aside for a little bit and then I come [TS]

00:51:43   back and try to work on it again and i'm [TS]

00:51:46   working on multiple things and so I have [TS]

00:51:51   a very hard time coming up with the [TS]

00:51:53   number for this script because it was [TS]

00:51:56   just a thing that my family is the where [TS]

00:52:00   was just constantly on my mind and so I [TS]

00:52:07   I couldn't even possibly begin to put a [TS]

00:52:09   number on how much time I have spent on [TS]

00:52:12   this and how much time i have i have [TS]

00:52:14   written and discarded and written again [TS]

00:52:16   enormously long drafts trying to figure [TS]

00:52:19   out a way to approach this topic so i [TS]

00:52:21   have no number for you Mike [TS]

00:52:23   so this one but like much but kinda [TS]

00:52:25   maquina and trying to drive from this [TS]

00:52:27   which you've done perfectly for me is [TS]

00:52:29   that this one was abnormally hard and [TS]

00:52:32   tricky and difficult to complete in a [TS]

00:52:34   way that the script usually aren't like [TS]

00:52:36   this your home was way harder [TS]

00:52:38   yeah i'm usually frustrated by every [TS]

00:52:39   script i work on but like this one was [TS]

00:52:42   difficult to the point where it was [TS]

00:52:44   impacting my health difficult like just [TS]

00:52:47   anecdotally I think maybe since since I [TS]

00:52:51   think the video before America box just [TS]

00:52:54   in our conversations I've known [TS]

00:52:56   something about every video that you put [TS]

00:52:59   out since then [TS]

00:53:00   I knew nothing about this one other than [TS]

00:53:03   the fact day was killing you [TS]

00:53:04   who and that was an interesting data [TS]

00:53:06   point for me to highlight how much you [TS]

00:53:09   hated this video is that he didn't [TS]

00:53:11   really want to talk about it and that [TS]

00:53:13   was a very interesting to me just to see [TS]

00:53:15   that so from from the history of this [TS]

00:53:17   show and the things that you said in the [TS]

00:53:19   past I think listeners will be well [TS]

00:53:20   aware of the fact and especially the [TS]

00:53:22   settlers of catan video is the mean here [TS]

00:53:25   that you will put a script to bed if it [TS]

00:53:29   is killing you who you didn't do that [TS]

00:53:32   with this one a my theory is that it's [TS]

00:53:36   because of the animator you're totally [TS]

00:53:39   wrong there [TS]

00:53:40   sorry Mike that's that can you see where [TS]

00:53:42   i was driving at that like it changed [TS]

00:53:45   your business in a certain way because [TS]

00:53:47   you decided to have assets that enables [TS]

00:53:49   and she working on it anymore it was too [TS]

00:53:51   late [TS]

00:53:51   yeah it's my Terry it totally wrong [TS]

00:53:54   couldn't be going at like that there's [TS]

00:53:57   an interesting conversation to be had [TS]

00:53:59   about how having an animator has has [TS]

00:54:01   changed my business quite a lot but that [TS]

00:54:04   is totally wrong [TS]

00:54:05   yeah I knew there was but I had as much [TS]

00:54:08   chance of being right is being run on [TS]

00:54:10   this one I can see why you were thinking [TS]

00:54:13   that and I did because I knew this was [TS]

00:54:15   going to be such a nightmare and it was [TS]

00:54:16   going to be really long i was having the [TS]

00:54:19   animator just work on generic stuff way [TS]

00:54:22   ahead of time like a look we're going to [TS]

00:54:23   need some dictators we're gonna need [TS]

00:54:25   some Kings are going to need some [TS]

00:54:26   Thrones and some tanks like I don't [TS]

00:54:28   exactly know where any of its going to [TS]

00:54:29   go but like just start dry we that we [TS]

00:54:33   can use all of these pieces later but [TS]

00:54:35   had this script not come together at [TS]

00:54:38   some point I would have just abandon [TS]

00:54:40   that we would have just put it on ice [TS]

00:54:41   well you know we'll come back to this at [TS]

00:54:43   some point you know it was a drawing of [TS]

00:54:46   a guy with a crown on it isn't going to [TS]

00:54:47   go to waste on the CB great channel like [TS]

00:54:49   it's going to come up at some point so I [TS]

00:54:52   don't feel that way then I don't know [TS]

00:54:53   why you kept this one going i said [TS]

00:54:56   before i found this topic personally [TS]

00:55:00   important and unifying of a bunch of the [TS]

00:55:03   other things that i have discussed this [TS]

00:55:05   video is at the base of why a lot of the [TS]

00:55:08   other things i have complained about [TS]

00:55:10   in my videos are the way they are right [TS]

00:55:12   and I i don't know i think people often [TS]

00:55:20   in arguments get way too focused on the [TS]

00:55:25   details like they get bogged down in the [TS]

00:55:28   details of individuals and lose sight of [TS]

00:55:32   the structure and so this to me feels [TS]

00:55:34   like I'm I have two ideas that I'm [TS]

00:55:37   trying to convey here but like one of [TS]

00:55:39   them that i think is so important is [TS]

00:55:42   like listen people you're intense focus [TS]

00:55:47   on the ruler is misplaced that use is an [TS]

00:55:52   important like it's not that it's not [TS]

00:55:54   important but it's an incredible amount [TS]

00:55:57   of energy being devoted to the wrong [TS]

00:56:01   thing when you're talking about problems [TS]

00:56:04   i can like all the action is one level [TS]

00:56:07   down and I think that's a that's an [TS]

00:56:09   important idea to convey and I i have [TS]

00:56:14   seen in personal conversations that when [TS]

00:56:16   I have been able to turn someone's mind [TS]

00:56:20   on this topic just as like i was saying [TS]

00:56:23   before I found it personally freeing in [TS]

00:56:25   some ways with with regards to working [TS]

00:56:27   within an organization i have found that [TS]

00:56:30   has the same effect on other people like [TS]

00:56:32   if i can i can turn your mind from [TS]

00:56:35   thinking about these problems as related [TS]

00:56:37   to individuals instead as problems that [TS]

00:56:42   fall out of the structure i think that [TS]

00:56:46   understanding is is beneficial i think [TS]

00:56:48   it makes the world less confusing and [TS]

00:56:50   much more understandable [TS]

00:56:51   it makes perfect sense like I can say it [TS]

00:56:54   just like it [TS]

00:56:55   ok it doesn't make perfect sense [TS]

00:56:57   actually I understand why you wanted to [TS]

00:56:59   make it I just can't understand why you [TS]

00:57:02   stuck with it because it goes against so [TS]

00:57:04   many of your kind of underlying [TS]

00:57:06   principles of the way that you conduct [TS]

00:57:09   yourself in business [TS]

00:57:10   it was ok well what principles do you [TS]

00:57:14   think it contradicts right it just it [TS]

00:57:16   completely shattered the spreadsheets [TS]

00:57:18   yeah which is one [TS]

00:57:20   and it consumed your entire life [TS]

00:57:24   Lou you couldn't work on anything else [TS]

00:57:26   who and it made you sad you know because [TS]

00:57:32   you always say write like it's something [TS]

00:57:33   that I admire that it you want you work [TS]

00:57:37   the amount you want to work and you [TS]

00:57:39   don't work anymore than that right like [TS]

00:57:41   it's like it kind of rolled up defining [TS]

00:57:43   thing about the way that gray industries [TS]

00:57:45   run is that it is not that you you don't [TS]

00:57:48   want to work every minute of the day [TS]

00:57:50   yeah what the things you know you want [TS]

00:57:53   the amount that you need to work this [TS]

00:57:55   was way more than that [TS]

00:57:57   yeah but you know at there's 2.0 l one [TS]

00:58:04   of which is I think people often get [TS]

00:58:05   distracted by the fact that i like [TS]

00:58:08   metrics I like spreadsheets but i always [TS]

00:58:11   use them as as guidelines they're not [TS]

00:58:14   laws like I i am i am not beholden to [TS]

00:58:16   the spreadsheet so the fact that a video [TS]

00:58:19   breaks the spreadsheet i feel like well [TS]

00:58:22   this is this is I'm i have set up my [TS]

00:58:25   whole business so that i can do this [TS]

00:58:27   exact thing that is like this is not a [TS]

00:58:29   problem that video doesn't make sense in [TS]

00:58:32   terms of like roi on my hours right and [TS]

00:58:36   then the second thing is this [TS]

00:58:38   I couldn't let go if I even wanted to [TS]

00:58:42   write it was it just this is one of [TS]

00:58:45   those moments where like my brain would [TS]

00:58:47   never have let this go like well i guess [TS]

00:58:51   i guess i'm just gonna plow through this [TS]

00:58:53   i can't I guess I'm just gonna have [TS]

00:58:55   weeks where I keep waking up in the [TS]

00:58:57   middle of the night thinking about the [TS]

00:58:58   thing and writing down notes and trying [TS]

00:59:00   to figure out how it goes [TS]

00:59:01   I I I feel like I'm in some sense had no [TS]

00:59:05   choice but to plow through and finish [TS]

00:59:08   this video i just don't think I could [TS]

00:59:09   have let it go anyway so even though it [TS]

00:59:11   destroyed my theory [TS]

00:59:13   I'm kind of happy to hear this because [TS]

00:59:15   like not that I didn't think this about [TS]

00:59:18   you but it's nice to know that like the [TS]

00:59:22   creation that the desire to create the [TS]

00:59:25   thing is still there you know even [TS]

00:59:28   though you've been successful what you [TS]

00:59:29   do for so long [TS]

00:59:31   that like that the up like the [TS]

00:59:33   overwhelming desire to make the thing [TS]

00:59:35   still exists even though you have the [TS]

00:59:39   ability to just make good stuff right [TS]

00:59:41   that doesn't do this to you who you [TS]

00:59:44   could have just said this is too hard [TS]

00:59:45   i'm going to work on one of the other [TS]

00:59:47   ideas I have [TS]

00:59:48   yes I'd the business needs to keep [TS]

00:59:50   running like a can't can't do this like [TS]

00:59:52   this is too much you could have very [TS]

00:59:54   easily done that but you didn't you [TS]

00:59:56   decided like I have this thing that I [TS]

00:59:57   really care about that currently is [TS]

00:59:57   really care about that currently is [TS]

01:00:00   the money pit but i really want to make [TS]

01:00:02   it so I'm gonna make it and then like [TS]

01:00:04   that i don't know there's something that [TS]

01:00:05   then couples up because considering how [TS]

01:00:07   much money or your opportunity this [TS]

01:00:10   video cost you [TS]

01:00:12   it would make more sense to split into [TS]

01:00:14   two videos but you didn't do that like I [TS]

01:00:17   don't know this is something about that [TS]

01:00:18   is it's nice to just to see I feel like [TS]

01:00:23   I need to say something really robotic [TS]

01:00:25   now to pull you back like bleep bloop [TS]

01:00:27   doesn't compute [TS]

01:00:28   are you getting here like flowers in [TS]

01:00:31   your eyes at this moment look like it's [TS]

01:00:32   nothing you can do now that this out [TS]

01:00:34   there the ideas out there run away from [TS]

01:00:35   you look at me I'm a tortured artist who [TS]

01:00:38   he would i'm at just you know I really [TS]

01:00:43   was this day without for your head in [TS]

01:00:45   your hands a few times yeah it was it [TS]

01:00:47   was terrible it was really terrible i [TS]

01:00:49   was looking at the numbers of this video [TS]

01:00:51   and as of the time of recording you've [TS]

01:00:55   broke two million views on this video [TS]

01:00:57   which is awesome congratulations thank [TS]

01:01:00   you start looking at the other numbers [TS]

01:01:02   in your channel and they're so large [TS]

01:01:03   right they're all in the millions and I [TS]

01:01:06   started thinking about viral videos like [TS]

01:01:11   viral videos they usually seven-figure [TS]

01:01:13   view videos right sometimes more than [TS]

01:01:16   yours [TS]

01:01:17   sometimes just the level of yours and I [TS]

01:01:20   wanted like if virality from plays in [TS]

01:01:25   two [TS]

01:01:26   cgpgrey videos anymore like they not [TS]

01:01:29   just all viral videos and like if all [TS]

01:01:31   videos of viral or any really wild hook [TS]

01:01:34   right when everyone's super no one is ya [TS]

01:01:38   think that there is that is totally an [TS]

01:01:44   interesting question and like are you [TS]

01:01:49   just in the viral video business with [TS]

01:01:53   the I I i have started to think about it [TS]

01:01:55   in a different way a guy used to very [TS]

01:01:57   much think about my videos as viral [TS]

01:01:59   videos but i think at some point they're [TS]

01:02:05   just things that I make write something [TS]

01:02:08   about viral illness is a question of [TS]

01:02:11   of outlier pneus like you think of viral [TS]

01:02:16   as a person has ever as a regular [TS]

01:02:19   YouTube channel and then they make a [TS]

01:02:20   video and it goes really crazy and it's [TS]

01:02:23   an order of magnitude larger than [TS]

01:02:25   anything else or or what I actually have [TS]

01:02:28   a perfect example of someone who has [TS]

01:02:31   regularly highview numbers who recently [TS]

01:02:33   had a viral video which is Casey nice [TS]

01:02:37   that he dripped generally gets whatever [TS]

01:02:39   is now tue 23 million views [TS]

01:02:42   you know in indio and then he did that [TS]

01:02:45   video about was it to buy airlines still [TS]

01:02:47   haven't come around watching it 21 [TS]

01:02:48   thousand-dollar first-class airline [TS]

01:02:50   seats which you need to watch it's [TS]

01:02:51   fantastic and probably it's a 24 million [TS]

01:02:54   views right i think of the word i think [TS]

01:02:59   of the word viral is going to mean [TS]

01:03:01   something and there's it has to be [TS]

01:03:03   something about outlier status my [TS]

01:03:05   country that's his most viewed video [TS]

01:03:08   right for that like I'm not surprised [TS]

01:03:11   that it is and it's a month old [TS]

01:03:14   yeah but that's viral illness right he [TS]

01:03:17   did I pick my place he had a bunch of [TS]

01:03:19   really popular videos you know any yeah [TS]

01:03:22   but I think Casey's Casey nice dad's [TS]

01:03:24   career is sort of similar like in that [TS]

01:03:26   he started out making viral videos and [TS]

01:03:29   now he just makes blog that routinely [TS]

01:03:31   get millions of you every day of the [TS]

01:03:34   week virality is relative [TS]

01:03:37   I think there's a way to think about [TS]

01:03:39   that yeah and I i have a hard time [TS]

01:03:44   thinking about the metrics from my own [TS]

01:03:48   videos like what is this successful [TS]

01:03:50   video what is not a successful video and [TS]

01:03:52   part of it is this idea that like I [TS]

01:03:54   don't make viral videos like my videos [TS]

01:03:59   have relatively similar numbers the ones [TS]

01:04:02   that have numbers that are much larger [TS]

01:04:04   are generally much older right which you [TS]

01:04:07   should expect and so like I don't eat [TS]

01:04:11   even though i'm getting pretty big [TS]

01:04:13   numbers that if they happen to a random [TS]

01:04:15   youtube channel you would definitely say [TS]

01:04:17   like that is a viral video but i'm not [TS]

01:04:19   i'm not sure that they can be described [TS]

01:04:22   as viral video so I don't think that's [TS]

01:04:24   really what I [TS]

01:04:25   do I think it did it depends on like [TS]

01:04:28   your definition of such like a few [TS]

01:04:29   numbers of what you're looking for then [TS]

01:04:31   you don't make viral videos anymore [TS]

01:04:33   because all of your videos very large [TS]

01:04:36   number two number but it's like what if [TS]

01:04:38   it's how they get around right like that [TS]

01:04:42   they're everywhere posted on website [TS]

01:04:44   something and that still happens to you [TS]

01:04:46   like the videos stretch outside of your [TS]

01:04:50   subscription base by a huge margin is [TS]

01:04:52   that five reality you know so like that [TS]

01:04:54   it depends on your definition of it [TS]

01:04:56   which there isn't one [TS]

01:04:57   you know anyhow like that was just it [TS]

01:04:59   was just a thing that I wondered because [TS]

01:05:01   at a certain point like they're not [TS]

01:05:05   thought of as being viral by you anymore [TS]

01:05:06   because they're just this is just what [TS]

01:05:08   you do like two million few videos right [TS]

01:05:12   but it's but it's more important that [TS]

01:05:13   they are there within an order of [TS]

01:05:15   magnitude of each other all of them [TS]

01:05:17   right yeah that could be there aren't [TS]

01:05:19   really any outliers and I think they're [TS]

01:05:21   in my mind that's that's what it is [TS]

01:05:25   because the video that the videos that [TS]

01:05:28   have been the outliers in the past and [TS]

01:05:31   not anymore because time has made that [TS]

01:05:35   not so much like the difference between [TS]

01:05:37   the UK like the UK video can explain and [TS]

01:05:40   humans need not apply those videos which [TS]

01:05:43   were the standouts over time have become [TS]

01:05:44   less exceptional because other videos [TS]

01:05:47   are catching up to them [TS]

01:05:48   yeah but if I if I look back on because [TS]

01:05:52   i just put together a spreadsheet which [TS]

01:05:53   has all of this data actually if I if I [TS]

01:05:55   look back on the 2011 time in my career [TS]

01:05:59   which is when I was just getting started [TS]

01:06:03   the variance in the videos is very high [TS]

01:06:06   yes right like so like my first video I [TS]

01:06:09   have all of the data adjusted for the [TS]

01:06:12   first 28 days so how did you do in the [TS]

01:06:14   first month and so like the the my very [TS]

01:06:17   first video the UK difference one [TS]

01:06:18   totally a viral video right it did [TS]

01:06:21   720,000 views in the first month my next [TS]

01:06:26   video first-past-the-post did 32,000 [TS]

01:06:28   views right in the first month and is [TS]

01:06:32   that there's a lot of numbers like that [TS]

01:06:33   where it's you know it's many hundreds [TS]

01:06:35   of thousands 30,000 right half a million [TS]

01:06:39   fifty thousand a hundred thousand and [TS]

01:06:41   then 600,000 like that is way more like [TS]

01:06:45   I was in the viral business then because [TS]

01:06:48   the variance was just much higher [TS]

01:06:50   looking at the channel now it's so funny [TS]

01:06:53   to me that time image of teachers and [TS]

01:06:55   the daisy chain computer cable thing is [TS]

01:06:57   too low batt still there [TS]

01:06:58   look this is this is part of YouTube [TS]

01:07:00   tradition right you're not supposed to [TS]

01:07:02   remove your old videos that are [TS]

01:07:03   unrelated like you Mike here's the thing [TS]

01:07:06   this is the problem with you with this [TS]

01:07:08   new generation of youtubers like you [TS]

01:07:10   write is you have an idea of what this [TS]

01:07:12   is supposed to be right from the start [TS]

01:07:13   and you know what you're doing [TS]

01:07:14   especially whereas all divers didn't [TS]

01:07:17   have anything to do you know what we [TS]

01:07:19   were doing it like stumble upon a thing [TS]

01:07:21   but if that's the way you were you have [TS]

01:07:23   to leave up those old videos right [TS]

01:07:24   that's just that's just the way it [TS]

01:07:26   happens like mkbhd ever takes down that [TS]

01:07:29   video of twelve-year-old him reviewing a [TS]

01:07:30   VCR i will be very sad maybe i won't be [TS]

01:07:33   of longer in a year right and all of [TS]

01:07:35   this time doing now is just this weird [TS]

01:07:38   history [TS]

01:07:39   yeah we will see but one of the funniest [TS]

01:07:43   effects of these large numbers so you [TS]

01:07:47   recommend the dictators handbook right [TS]

01:07:49   yeah at the end of the video and this is [TS]

01:07:54   the book that you learn from and you [TS]

01:07:56   mentioned people to go and check it out [TS]

01:07:57   because you think it's very good [TS]

01:07:59   you did a really great job of selling [TS]

01:08:01   this book like I became interested in [TS]

01:08:02   the book as well I don't know what it [TS]

01:08:04   was that you did I was like yeah I want [TS]

01:08:05   to read this book which is a very rare [TS]

01:08:07   thing for me and then somebody contacted [TS]

01:08:09   you think or you checked and saw that [TS]

01:08:11   the book had gone from like position [TS]

01:08:14   53,000 224 on amazon and is now our [TS]

01:08:18   stock in hardcover [TS]

01:08:20   yeah so when I did the video i wanted [TS]

01:08:24   the American parks video on Guns Germs [TS]

01:08:27   and Steel essentially ever gonna totally [TS]

01:08:30   uncontroversial in any way which way [TS]

01:08:34   let's leave that aside i think is a [TS]

01:08:39   great book he was reading a book to read [TS]

01:08:41   what it actually says that what people [TS]

01:08:42   say it says but the whole other story [TS]

01:08:43   for another day or Never but after i put [TS]

01:08:49   that up at [TS]

01:08:51   someone messaged me or something like it [TS]

01:08:53   it only occurred to me later to think Oh [TS]

01:08:57   amazon has public sales rankings of of [TS]

01:09:00   their data which i didn't quite realize [TS]

01:09:02   that you can use this is like a stock [TS]

01:09:03   market for books and out i wish i had [TS]

01:09:07   known this ahead of time because I was [TS]

01:09:09   kind of curious to like do my videos [TS]

01:09:11   move book sales if I reference a book in [TS]

01:09:14   particular like I didn't have any idea I [TS]

01:09:16   was kind of curious and so doing this [TS]

01:09:19   video was a kind of perfect test case [TS]

01:09:21   because again because i think this is [TS]

01:09:24   actually think it's an important topic [TS]

01:09:25   and i think it is helpful for people to [TS]

01:09:27   understand this topic I really did want [TS]

01:09:30   to make a push for like you need to read [TS]

01:09:33   or listen to this book at the end like [TS]

01:09:35   it's a very hard sales push because like [TS]

01:09:39   I want people to read this book and so [TS]

01:09:42   because of that i was curious to see [TS]

01:09:43   like does it make any effect on the [TS]

01:09:45   actual sales and so I took a screenshot [TS]

01:09:48   ahead of time of of where the book was [TS]

01:09:50   and it was something like in the you [TS]

01:09:52   know the 50 thousands of bestsellers [TS]

01:09:54   right so if you rank all of the books on [TS]

01:09:56   amazon by how well they're selling it [TS]

01:09:59   was like the 50,000 best-selling book [TS]

01:10:01   and and yes the the high-water mark as [TS]

01:10:05   far as I was able to catch was it jumped [TS]

01:10:07   from 50,000 to 19 on all of amazon it [TS]

01:10:12   made its way to the page that lists the [TS]

01:10:16   top 20 best-selling books on amazon and [TS]

01:10:19   then a little while people started [TS]

01:10:21   tweeting me that the delay for the book [TS]

01:10:23   was up to 25 weeks sounds like I wonder [TS]

01:10:27   if we sold out [TS]

01:10:28   amazon like is it did this did this [TS]

01:10:31   happen and then I lo and behold I got an [TS]

01:10:37   email from the publisher of the book [TS]

01:10:41   away [TS]

01:10:41   that's awesome who told me that they had [TS]

01:10:45   sold all of the books haha and that they [TS]

01:10:51   were doing another printing of the book [TS]

01:10:54   because there were no more books can you [TS]

01:10:58   see like the thing about that it's like [TS]

01:11:00   the what the video was about [TS]

01:11:04   and then you made a video and now [TS]

01:11:06   there's nobody like the power in all [TS]

01:11:09   inherently and all of that it's so weird [TS]

01:11:11   to me you were able to just destroy the [TS]

01:11:14   inventory I I mean like it's a it's a [TS]

01:11:18   strange experience because like I was [TS]

01:11:20   wondering how this book is at 50,000 I [TS]

01:11:22   wonder if we can move it to 40,000 like [TS]

01:11:25   is that it can i c-can I even see on [TS]

01:11:28   Amazon because the interesting thing is [TS]

01:11:29   I don't tell people go by the book on [TS]

01:11:32   amazon right I didn't hard to apply an [TS]

01:11:35   audible exactly it's part of an audible [TS]

01:11:37   add I'm saying like go list I'm saying [TS]

01:11:40   go listen to this book but but [TS]

01:11:42   nonetheless even when I don't reference [TS]

01:11:45   amazon i didn't put a link to amazon in [TS]

01:11:48   the video because there's nothing [TS]

01:11:50   there's nothing about Amazon here and [TS]

01:11:53   afterwards I find out that every [TS]

01:11:57   physical copy of the book that exists [TS]

01:11:59   has been sold and they're printing more [TS]

01:12:01   incredible it was it was it was [TS]

01:12:05   surprising to say the least and let the [TS]

01:12:08   power go to your head man I'm glad [TS]

01:12:10   people are reading the book you know [TS]

01:12:12   it's like I get mission accomplished [TS]

01:12:14   mission way more accomplished than I [TS]

01:12:16   ever thought it was going to happen like [TS]

01:12:19   I actually feel good that if i go all-in [TS]

01:12:25   on like telling my audience like I think [TS]

01:12:28   you should read this book that they [TS]

01:12:32   trust me enough to go do yeah that's [TS]

01:12:35   cool that i think that's that's the part [TS]

01:12:38   that I feel good about you know that [TS]

01:12:41   like I've done I've done other book ads [TS]

01:12:42   before and I'm like I always try to [TS]

01:12:44   recommend something that I like but it's [TS]

01:12:48   I thought like this one is this one is [TS]

01:12:50   different like I'm trying to communicate [TS]

01:12:51   to the audience like go read this book [TS]

01:12:54   and I want to see like this does this [TS]

01:12:56   book in particular move at all in the [TS]

01:12:58   sales if i do that and so it does that [TS]

01:13:01   the way that you present it that was [TS]

01:13:03   particularly impactful it you could tell [TS]

01:13:05   that you really meant it like who you [TS]

01:13:08   should read this like because I came [TS]

01:13:10   away from it being like maybe you should [TS]

01:13:11   read that we have you know if you need [TS]

01:13:14   anything that doesn't happen very often [TS]

01:13:16   I'm not [TS]

01:13:16   going to buy thought about it for a [TS]

01:13:18   threat I'll take that as a victory in [TS]

01:13:20   Mike's mind even if for a fleeting [TS]

01:13:22   moment I had Mike think maybe i'll read [TS]

01:13:24   a nonfiction look the only books I ever [TS]

01:13:27   read for the cortex book club still the [TS]

01:13:29   only books I every but yeah it's amazing [TS]

01:13:32   it really is kind of incredible like but [TS]

01:13:34   you gotta remember that with great power [TS]

01:13:36   comes great responsibility [TS]

01:13:38   I understand i certainly won't be using [TS]

01:13:41   my newfound knowledge of God plot to [TS]

01:13:45   take over the world until they show is [TS]

01:13:48   also brought to you by indochino one of [TS]

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01:14:02   I was super excited like every suit that [TS]

01:14:04   i have ever owned has been just bought [TS]

01:14:07   off the rack buy from a store and there [TS]

01:14:09   was just something about it that it [TS]

01:14:11   doesn't fit right for me maybe the [TS]

01:14:13   trousers or the Panthers you would call [TS]

01:14:15   them if you're in America feel tight [TS]

01:14:17   maybe the jacket isn't cut right feel [TS]

01:14:19   strange under my arms [TS]

01:14:20   there's always something that I don't [TS]

01:14:22   like and buying made-to-measure suits is [TS]

01:14:25   something I've always wanted to do but [TS]

01:14:26   I'm not willing to spend thousands of [TS]

01:14:28   pounds or dollars to do so but this is [TS]

01:14:30   what excites me about energy know you [TS]

01:14:32   can get a made-to-measure suits of your [TS]

01:14:34   own with all of your measurements for [TS]

01:14:36   just a few hundred dollars is how it [TS]

01:14:39   works you go to indochino dot-com that's [TS]

01:14:41   ind oh CH ino dot-com and you could play [TS]

01:14:45   old school as well if you want and visit [TS]

01:14:47   one of their nine showrooms in America [TS]

01:14:48   you take a look through their hundreds [TS]

01:14:50   of fabrics and patterns then you choose [TS]

01:14:52   all of your own customizations from the [TS]

01:14:54   Pels to please the jacket linings and [TS]

01:14:55   more you just submit your body [TS]

01:14:57   measurements and they'll make you soup [TS]

01:14:59   and the body measurement stuff is super [TS]

01:15:00   simple they have a really handy tool [TS]

01:15:02   that walks you through step-by-step what [TS]

01:15:04   you need to measure and how you need to [TS]

01:15:05   do it they even have little videos and [TS]

01:15:07   you just enter the measurements one by [TS]

01:15:08   one and if any are wrong like if they [TS]

01:15:10   find don't need that they think might be [TS]

01:15:12   peculiar you get a list at the end with [TS]

01:15:14   like can you just double check this [TS]

01:15:15   because their system is so smart that it [TS]

01:15:17   can pick out things that may have not [TS]

01:15:18   been measured correctly if you need it [TS]

01:15:20   into China will even mail you a lovely [TS]

01:15:22   little [TS]

01:15:23   measure it was so easy to do and then [TS]

01:15:25   once you've done this you just kick back [TS]

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01:15:33   listeners of this show can get any of [TS]

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01:15:47   for a made-to-measure premium suit plus [TS]

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01:16:01   suit for just three hundred and [TS]

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01:16:05   you'll never have to worry about badly [TS]

01:16:06   fitting suits are expensive trips to the [TS]

01:16:08   tailor again i cannot wait to get mine [TS]

01:16:11   so i can also look like a million bucks [TS]

01:16:14   thank you so much energy known for their [TS]

01:16:16   support of this show really have them [TS]

01:16:18   talking about power [TS]

01:16:20   yes I kinda can't believe this happened [TS]

01:16:25   in the cortex reddit in the cortex [TS]

01:16:27   subreddit somebody posted a photo of [TS]

01:16:31   their write-in vote for grey Hurley and [TS]

01:16:36   president vice president it's II haha i [TS]

01:16:44   want to mix before we go any further I [TS]

01:16:46   have to say this okay was this is of [TS]

01:16:50   course amazing and hilarious that great [TS]

01:16:54   early 2016 in the presidential election [TS]

01:16:58   your vote is important don't forget that [TS]

01:17:01   that's the i would just say that like [TS]

01:17:03   it's important i'm sure greater degree [TS]

01:17:04   in in the democracy it's important to [TS]

01:17:07   vote if you're going to vote we don't [TS]

01:17:08   waste your folks [TS]

01:17:10   however I said that now okay so that is [TS]

01:17:13   the part i have to say that so listeners [TS]

01:17:15   your boat is very important [TS]

01:17:16   however this is one of the greatest [TS]

01:17:18   things that ever happened today wasn't [TS]

01:17:20   that like all i'm waiting for is for the [TS]

01:17:22   mic disclaimer to do end right so i can [TS]

01:17:25   feel like he has a clear conscience here [TS]

01:17:27   my conscience is clear look like the [TS]

01:17:29   little listeners that is what has [TS]

01:17:31   actually occurred it right Mike is just [TS]

01:17:32   cleared his moral conscience [TS]

01:17:35   right i mean you've got it looks like i [TS]

01:17:38   did I am perfectly happy to toy with [TS]

01:17:40   civilization and say that this is the [TS]

01:17:42   larynx incredible absolutely incredible [TS]

01:17:45   that you know what's even better about [TS]

01:17:47   this [TS]

01:17:47   well because I tweet about this and [TS]

01:17:49   somebody contacted me to say that in [TS]

01:17:51   this state in Illinois is a class 4 [TS]

01:17:54   felony to take your picture and share it [TS]

01:17:57   in a ballot booth brave brave supporter [TS]

01:18:00   I know dad to the amazing this of it all [TS]

01:18:05   and it's just there in black and white [TS]

01:18:07   one president and vice president [TS]

01:18:10   cgpgrey my curly it's a beautiful [TS]

01:18:14   we got one we know we got one we got one [TS]

01:18:19   and of course this this is the this is [TS]

01:18:21   the thing that happens in every election [TS]

01:18:23   is the really interesting thing is to [TS]

01:18:25   see in this county when they do with the [TS]

01:18:27   final tally is there one vote for great [TS]

01:18:32   early 2016 [TS]

01:18:33   oh yeah we can check this one I think [TS]

01:18:35   that this happens this is a thing like [TS]

01:18:37   this happens every single year where [TS]

01:18:39   someone puts in a write-in candidate and [TS]

01:18:42   then the final totals it is not listed [TS]

01:18:43   which makes you always feel like that's [TS]

01:18:47   concerning [TS]

01:18:48   but like every election ever this is [TS]

01:18:50   always a story that happens and so now [TS]

01:18:52   we might be this story if this county [TS]

01:18:56   illinois doesn't actually report in the [TS]

01:18:58   final total that there was a great [TS]

01:19:00   people at we could be at the center of a [TS]

01:19:04   national news story Mike so this is in [TS]

01:19:06   Jackson County Illinois no I'm Jackson [TS]

01:19:11   County you vote counters got our eyes on [TS]

01:19:13   you [TS]

01:19:14   yeah we know because we know it's there [TS]

01:19:16   now that's fantastic absolutely after [TS]

01:19:20   just a thing of beauty [TS]

01:19:21   I think I screamed when I saw with i [TS]

01:19:25   just happened to be in just like just [TS]

01:19:27   open red and it just had just been [TS]

01:19:29   posted i'm so excited about it it will [TS]

01:19:32   yeah it's kind of it it's really silly [TS]

01:19:34   but it's really amazing [TS]

01:19:36   yeah i mean an end to be your vote is [TS]

01:19:37   important don't forget back to say i [TS]

01:19:39   have this might need to say that you [TS]

01:19:41   feel better I think I think I think [TS]

01:19:43   viewers can can watch my video and then [TS]

01:19:45   come to their own conclusions [TS]

01:19:46   but it's you know even though I will say [TS]

01:19:49   like oh if nominated I will not run if [TS]

01:19:51   elected I will not serve still when [TS]

01:19:54   seeing your name on a ballot for [TS]

01:19:56   president for just a moment you're like [TS]

01:19:59   maybe I should reach out and grasp our [TS]

01:20:02   like now no like resisted resist it [TS]

01:20:06   it's a terrible idea nobody wants that [TS]

01:20:09   job it's an awful it's awful job like I [TS]

01:20:12   don't want it but for just a moment so [TS]

01:20:14   you can take your time just one time you [TS]

01:20:17   know like it will it will suck and it [TS]

01:20:19   will be horrible but we could do it [TS]

01:20:22   together you know just for four years [TS]

01:20:24   yeah right so it's in the history books [TS]

01:20:27   is like my curly was elected in 2016 [TS]

01:20:30   for the lulz yeah you know I just take [TS]

01:20:34   one time it was that the whole thing we [TS]

01:20:38   will have no we will have no political [TS]

01:20:39   capital so we will accomplish nothing [TS]

01:20:41   that's fine [TS]

01:20:43   yeah i would do one time so we're gonna [TS]

01:20:46   do what could go wrong how much how much [TS]

01:20:49   bad could happen in four years I can't [TS]

01:20:50   imagine very much like it's amazing it's [TS]

01:20:53   amazing it's amazing i bought a ticket [TS]

01:20:58   for VidCon oh yeah yeah I didn't know [TS]

01:21:02   they were on sale yes they are on sale [TS]

01:21:04   now i got like a pre-sale ticket [TS]

01:21:07   oh because you're part of the cool kids [TS]

01:21:09   club right [TS]

01:21:11   not really i am a member of the internet [TS]

01:21:13   creators guild which is something that [TS]

01:21:14   painful who and because it's that was [TS]

01:21:18   established by hank green icon is run by [TS]

01:21:21   hank green there was like a very small [TS]

01:21:24   discount and early ticket you could buy [TS]

01:21:25   if you're part of the icg which I took [TS]

01:21:28   advantage of because doing it was [TS]

01:21:29   nowhere near as expensive as I expected [TS]

01:21:32   who's like a hundred and thirty dollars [TS]

01:21:33   or something but which but which tier is [TS]

01:21:37   that Mike because I learned on my last [TS]

01:21:39   trip to VidCon it is very is very much [TS]

01:21:42   in class system with several tiers that [TS]

01:21:45   are represented by the physical levels [TS]

01:21:47   in the building so which two are you [TS]

01:21:50   I went for creator ok so you you are the [TS]

01:21:53   top tier them well now those industry [TS]

01:21:56   oh god I can't even remember [TS]

01:21:58   industry was like five hundred dollars [TS]

01:22:00   and the worst VidCon attendee ever and [TS]

01:22:03   can't remember which way the two years [TS]

01:22:04   ago I mean I would have gone for the [TS]

01:22:06   industry to just get the most of [TS]

01:22:08   everything but I'm i was reading it and [TS]

01:22:11   I was genuinely interested in the [TS]

01:22:13   Creator track loo like the courses and [TS]

01:22:17   like the workshops and stuff is stuff [TS]

01:22:18   that I genuinely want to do like to [TS]

01:22:22   understand how to be better at YouTube [TS]

01:22:24   but I think even in june of next year i [TS]

01:22:27   will need that help so I thought I this [TS]

01:22:30   is what I do is I just at least my first [TS]

01:22:32   I just want to go and to see it actually [TS]

01:22:34   lose here to see the madness I just want [TS]

01:22:36   to I just want to experience what goes [TS]

01:22:39   on there like for the same reason that [TS]

01:22:40   you did it right like just to just see [TS]

01:22:42   it exactly like I want to see this thing [TS]

01:22:45   that is thousands and thousands of [TS]

01:22:49   people with the way love American hotels [TS]

01:22:51   work i booked the hotel rooms have to [TS]

01:22:53   pay for internet go right to forget its [TS]

01:22:54   I'm not really losing at the utmost I [TS]

01:22:57   lose a hundred and thirty dollars in [TS]

01:22:59   which which is fine i saw the business [TS]

01:23:01   paid for it like I'm good [TS]

01:23:03   and now just hoping that I can go right [TS]

01:23:05   because that time of year is also when [TS]

01:23:07   apple's WWDC conference occurs right my [TS]

01:23:12   real hope is that it happens like what [TS]

01:23:14   happened last year where it was like one [TS]

01:23:16   week is one the next because the other [TS]

01:23:17   cuz then that's perfect up in San [TS]

01:23:19   Francisco and go to LA yeah last year [TS]

01:23:21   that worked out fantastically because [TS]

01:23:25   you know i mean that's that's the whole [TS]

01:23:26   reason why I had this crazy summer was [TS]

01:23:29   this is a bit of a question like what I [TS]

01:23:31   go out to California just for VidCon [TS]

01:23:35   like maybe not i really don't like [TS]

01:23:38   traveling i have a really hard time with [TS]

01:23:40   jetlag would I go out just for WWDC it's [TS]

01:23:44   like how can I have no reason in the [TS]

01:23:46   world to be at WWDC really was like but [TS]

01:23:50   if you take those two and put them back [TS]

01:23:52   to back suddenly it makes a difference [TS]

01:23:55   is like oh now now this might make sense [TS]

01:23:57   to do and so yeah that that's why that's [TS]

01:24:00   why that happened for me but I Apple [TS]

01:24:02   never announces their dates until the [TS]

01:24:04   last possible minute so you know is how [TS]

01:24:06   dates are going to align that this [TS]

01:24:08   upcoming summer [TS]

01:24:09   however that has been a change to pick [TS]

01:24:10   on [TS]

01:24:11   here which works in my favor and that is [TS]

01:24:13   now longer [TS]

01:24:15   oh is it yeah it's four days really [TS]

01:24:19   it runs from the 21st to the 24th does [TS]

01:24:23   that include the disney day where [TS]

01:24:25   everybody goes and twenty-fifth ok so [TS]

01:24:28   it's actually five days now wow so even [TS]

01:24:31   if it's the same week I could still get [TS]

01:24:33   two days of VidCon in at the end i could [TS]

01:24:35   go on friday and saturday [TS]

01:24:37   ok so your commute down to LA from San [TS]

01:24:39   Francisco if you're in WWDC and then you [TS]

01:24:41   go to VidCon for the end of it yeah I go [TS]

01:24:43   for the last two days [TS]

01:24:44   that's not unreasonable thing to do [TS]

01:24:45   because I'm still just i'm only going to [TS]

01:24:47   see right like ideally I want to do the [TS]

01:24:49   whole thing but the prime like and I [TS]

01:24:51   want to do all of the courses i want to [TS]

01:24:53   do the whole track but my primary reason [TS]

01:24:55   is i want to see an experienced VidCon [TS]

01:24:58   so i'll still get those two days and i [TS]

01:25:00   will go to Disney who on the on the [TS]

01:25:03   twenty-fifth because I've always wanted [TS]

01:25:04   to this is like I will be in the area [TS]

01:25:07   it's a great idea to go but yes I I'm [TS]

01:25:10   it's it's very basically right now the [TS]

01:25:13   only reason i would not go to VidCon is [TS]

01:25:15   if like WWDC is the first or second week [TS]

01:25:19   of june because then it's like I'm not [TS]

01:25:22   gonna be in California for three weeks [TS]

01:25:24   right this is a too big of a gap to [TS]

01:25:26   their out if it's two weeks to allow do [TS]

01:25:28   it but past that I wouldn't do it so [TS]

01:25:30   yeah I just want to go plus i know that [TS]

01:25:32   this year a 20-17 there is VidCon Europe [TS]

01:25:36   the first time i think is in Amsterdam [TS]

01:25:37   who and I mean I'll see what them from [TS]

01:25:40   the information for that is I might like [TS]

01:25:42   to go but I want to go to VidCon prime [TS]

01:25:44   like I want to go to the US one that's a [TS]

01:25:47   good that's a good name for a I know [TS]

01:25:48   that they announce this year that [TS]

01:25:49   they're doing vid cons works the other [TS]

01:25:52   one you're an Australia [TS]

01:25:53   yeah and I'm trying what city is in [TS]

01:25:55   Australia i'm not sure but VidCon prime [TS]

01:25:58   might be a good name for the one in LA [TS]

01:26:00   because I think that's there's no way [TS]

01:26:03   that's not always going to be the [TS]

01:26:05   biggest it is in the heart of LA with [TS]

01:26:10   the whole of the entertainment industry [TS]

01:26:14   around it and YouTube is now solidly in [TS]

01:26:19   the middle of the entertainment industry [TS]

01:26:20   so you just have the largest number [TS]

01:26:24   people who could go there and would be [TS]

01:26:27   motivated to go there are within a 30 [TS]

01:26:30   minute drive of where it's gonna be you [TS]

01:26:32   know it's always gonna be huge [TS]

01:26:33   at least for this year everyone that [TS]

01:26:36   would go from Europe and frustrated [TS]

01:26:37   we're still gonna go to LA anyway [TS]

01:26:39   yeah maybe like if you go if you're a [TS]

01:26:42   European creator and you go to VidCon [TS]

01:26:45   every year [TS]

01:26:46   you're not gonna be like I don't need to [TS]

01:26:47   go see I'll just wait for it to be a [TS]

01:26:49   monster down if you're still gonna go [TS]

01:26:52   because that's what you do right and [TS]

01:26:55   because you don't know what Europe is [TS]

01:26:57   going to be like this I feel like it [TS]

01:27:00   this year is still worth me going and [TS]

01:27:01   I'm just interested in seeing it I'm [TS]

01:27:04   interested in learning about it like i [TS]

01:27:06   just wanna experience it like even from [TS]

01:27:09   you telling me about last year before i [TS]

01:27:11   had any desire to be a youtuber I wanted [TS]

01:27:14   to go [TS]

01:27:15   it's like the wetness the explanations [TS]

01:27:17   and the conversations that we had about [TS]

01:27:18   it was the distinct sounds incredible in [TS]

01:27:21   all the right and wrong ways like I just [TS]

01:27:23   want to experience this bananas think [TS]

01:27:27   you know it is very big [TS]

01:27:31   there are lots of people that is it is [TS]

01:27:33   very overwhelming a you at all likely to [TS]

01:27:38   go again i don't know i mean this is [TS]

01:27:41   this to me is hard to answer it in no [TS]

01:27:43   small part because I'm feeling like food [TS]

01:27:45   contact it's already on sale like I was [TS]

01:27:47   just add VidCon I was just there like [TS]

01:27:50   this this is this is my feeling of a [TS]

01:27:52   better but yeah for me with this kind of [TS]

01:27:57   stuff like I don't go don't go to a lot [TS]

01:28:00   of conferences i don't like traveling [TS]

01:28:02   very much and i think this is always [TS]

01:28:05   this is going to boil down to me with an [TS]

01:28:08   entire dependency on wonder what is [TS]

01:28:12   everything else that is occurring this [TS]

01:28:14   summer that relates to my life and and [TS]

01:28:16   so if there is a way that VidCon works i [TS]

01:28:19   might go to VidCon but i think it is [TS]

01:28:21   very likely that depending on what my [TS]

01:28:23   travel plans are the summer like I'm i [TS]

01:28:25   would not go to VidCon but i don't know [TS]

01:28:28   like if it works I might go if it [TS]

01:28:30   doesn't work obviously i won't go but [TS]

01:28:31   it's like my [TS]

01:28:34   business is not necessarily VidCon [TS]

01:28:37   focused like I'm not really in that [TS]

01:28:40   Hollywood industry and I wouldn't go for [TS]

01:28:44   fan reasons either so it's just like [TS]

01:28:48   it's a big justification for me to to [TS]

01:28:51   fly all over the way to California when [TS]

01:28:54   I find it's such an unpleasant thing to [TS]

01:28:55   do [TS]

01:28:56   I'm not ruling it out but I'm just [TS]

01:28:57   saying like it's not something that I [TS]

01:28:59   would build my calendar around whereas i [TS]

01:29:01   know there are lots of people who like [TS]

01:29:03   VidCon is the event in the year and it [TS]

01:29:07   makes total sense that they would like [TS]

01:29:09   plan their entire summers around that [TS]

01:29:12   but that that is not the way my business [TS]

01:29:15   work so I'm much more wishy-washy about [TS]

01:29:17   it then otherwise I'll figure it out you [TS]

01:29:20   know closer to the closer to the summer [TS]

01:29:22   if a calm was in july i wouldn't be even [TS]

01:29:26   thinking about this [TS]

01:29:27   yeah it's just because it's in the same [TS]

01:29:30   month probably even the same two weeks [TS]

01:29:33   i'm already in california right yeah [TS]

01:29:36   like it to me it kind of feels like a [TS]

01:29:39   little bit of a no-brainer really is it [TS]

01:29:42   as a business decision to do this like [TS]

01:29:44   if I get one thing worthwhile of this [TS]

01:29:47   experience that's worth it [TS]

01:29:50   yeah i think it makes so i think it [TS]

01:29:51   makes total sense for you like you are [TS]

01:29:53   it seems to me like you're really [TS]

01:29:55   enjoying doing the youtube channel i i i [TS]

01:29:58   i would have a hard time imagining a [TS]

01:30:00   scenario where you are not still [TS]

01:30:02   vlogging by the summer [TS]

01:30:04   yep my kids I think that's as guaranteed [TS]

01:30:07   as a thing can possibly be [TS]

01:30:08   or at least making YouTube videos yeah [TS]

01:30:10   ma even YouTube videos of something [TS]

01:30:12   together [TS]

01:30:13   yeah that's right those videos will be [TS]

01:30:14   here you're embarrassing first 1i me [TS]

01:30:16   when you have an entirely when you just [TS]

01:30:18   switch to pure tech reviews right that's [TS]

01:30:20   like that's like oh like you through the [TS]

01:30:21   flogging thing became tech reviews you [TS]

01:30:24   never know i like that so maybe right [TS]

01:30:26   now because it could totally beat but [TS]

01:30:28   but so that's why it seems to me like [TS]

01:30:31   VidCon for you in the situation that [TS]

01:30:34   you're in right now is is essentially a [TS]

01:30:36   no-brainer like it's it's obvious that [TS]

01:30:39   you should do it and I'm glad to hear [TS]

01:30:40   that you got a ticket and i think the [TS]

01:30:41   the Creator track ticket is probably the [TS]

01:30:45   best return on investment you're going [TS]

01:30:47   to get [TS]

01:30:47   as far as tickets go like the industry [TS]

01:30:50   ticket i think the answer to that one is [TS]

01:30:52   if you're if you if you have any doubt [TS]

01:30:56   about the industry ticket the industry [TS]

01:30:58   ticket is not for you right they get so [TS]

01:31:00   you just know what the industry ticket [TS]

01:31:02   is for people in the industry whose [TS]

01:31:04   businesses are paying them to go do a [TS]

01:31:06   thing like if that's not you [TS]

01:31:08   the Creator ticket is probably what you [TS]

01:31:11   want if you're making YouTube videos [TS]

01:31:13   like you are and you want to learn more [TS]

01:31:15   about it you know you want to maybe make [TS]

01:31:17   some contacts and then I forget what the [TS]

01:31:19   other ones but like the sort of the fan [TS]

01:31:21   level community haha yeah your favorite [TS]

01:31:24   wood [TS]

01:31:25   how could I forget yes the community [TS]

01:31:27   ticket is the you do not have a youtube [TS]

01:31:31   channel you probably don't have any [TS]

01:31:32   interest in starting a YouTube channel [TS]

01:31:34   but you want to go and see creators that [TS]

01:31:38   you like you also want to experience the [TS]

01:31:41   madness and the craziness that is VidCon [TS]

01:31:44   tell you why I know that I shouldn't buy [TS]

01:31:46   the community ticket [TS]

01:31:48   why one of the things that the community [TS]

01:31:50   take it promotes they get you access to [TS]

01:31:53   is the VidCon prom is a prom to VidCon [TS]

01:31:59   prom yeah huh [TS]

01:32:02   that's why I know I shouldn't get the [TS]

01:32:03   community to get think I'm to alter prom [TS]

01:32:07   you're not going to take me to the prom [TS]

01:32:08   and make if you wanna I don't wanna [TS]