20240424 Branding Exercise
Summary
TLDRThe conversation revolves around developing a brand identity and content strategy for a fitness and health-focused venture. The discussion involves selecting influential figures such as Steve Jobs, Tony Robbins, and Mr. Miyagi as inspirations, emphasizing the importance of authenticity, hard work, and quality. The speakers agree on the need for a balance between humor, professionalism, and scientific approach in their content. They also discuss the potential of leveraging health and fitness apps, the significance of measuring progress, and the idea of creating a content calendar with various themes like functional strength and injury prevention. The summary underscores the importance of brand consistency, strategic content creation, and the use of social media platforms for building a strong online presence.
Takeaways
- 🧘 The speaker values authenticity and is cautious about adopting a brand that might seem inauthentic or deceptive to their audience.
- 💪 There is a strong emphasis on hard work and perseverance, with admiration for individuals like Sylvester Stallone who embody these qualities.
- 🤣 A preference for brands that can incorporate humor and levity without compromising their message or product quality.
- 👨🏫 The importance of being an educator and providing valuable information, similar to the character Mr. Miyagi from 'Karate Kid'.
- 🚀 A vision for the brand that includes innovation and pushing boundaries, much like Steve Jobs did with Apple.
- 🤔 A desire to avoid being seen as too 'nice' or 'vanilla', aiming for a brand personality that stands out and is memorable.
- 🤝 The speaker is open to collaboration and working with others, as indicated by their willingness to work with the person they are speaking with.
- 📈 There's a focus on measurable outcomes and the belief that what gets measured gets managed, emphasizing the importance of tracking progress.
- 🌐 Recognition of the role social media platforms, particularly Instagram and YouTube, play in building a brand's online presence.
- 📚 The speaker is considering various content ideas, such as health apps and functional strength training, indicating a strategic approach to content creation.
- 🏥 The speaker is concerned about health issues and plans to seek professional advice, reflecting a personal commitment to well-being.
Q & A
What is the main topic of discussion in the transcript?
-The main topic of discussion is about developing a brand identity and content strategy for a fitness or health-related business, including the selection of a brand name and the types of content to be created.
What are the key characteristics that the speaker appreciates in Steve Jobs?
-The speaker appreciates Steve Jobs' qualities of pushing boundaries, sticking to it, and putting out a quality product.
Which character from the 'Rocky' series does the speaker admire and why?
-The speaker admires the character Rocky because of his hard work, grit, and the ability to muscle through challenges.
What does the speaker dislike about the character Jack Sparrow?
-The speaker dislikes Jack Sparrow's aloofness and the chaotic nature of his character, which doesn't align with what the speaker wants for their brand.
Why does the speaker have mixed feelings about Tony Robbins?
-The speaker has mixed feelings about Tony Robbins because while they appreciate his ability to help people, they also find his approach to be somewhat 'bullshitty,' implying a lack of authenticity.
What is the speaker's stance on the use of humor in their brand?
-The speaker is open to incorporating humor into their brand as a way to entertain and engage the audience, but they also want to maintain a level of seriousness and professionalism.
What type of content does the speaker want to avoid?
-The speaker wants to avoid content that is too chaotic, not authentic, or that solely focuses on entertainment without providing value or information.
What is the speaker's opinion on the use of health apps and their role in fitness?
-The speaker is in favor of using health apps as they provide measurable data that can help manage and improve one's health and fitness goals.
What is the name of the fitness or health-related business being discussed?
-The name of the business being discussed is 'Health Fan Evolution'.
Why does the speaker believe in the importance of measurement in achieving fitness goals?
-The speaker believes that what gets measured gets managed, emphasizing the importance of tracking progress and data to effectively work towards and achieve fitness goals.
What is the speaker's view on the future content strategy for their brand?
-The speaker envisions a content strategy that includes a variety of topics or 'buckets' such as health apps, functional strength, injury avoidance, and muscle development. They plan to create a content calendar and track the performance of different topics to inform their strategy.
Outlines
😀 Character Preferences and Brand Values
The paragraph discusses various characters and personalities, including Jim Halber, Tony Robbins, Ross from Friends, Steve Jobs, Mr. Miyagi, Jim Carrey, Donald Trump, Indiana Jones, Batman's Alfred, Rocky, and Jack Sparrow. The speaker expresses preferences for characters who are innovative, persistent, and produce quality work. The conversation also touches on the importance of hard work and authenticity in a brand, and the desire to avoid chaos and inauthenticity. The paragraph ends with a strategy to categorize preferences into top, middle, and bottom choices.
🤔 Desired Brand Attributes and Work Ethic
The speaker reflects on the brand attributes they admire, such as peacefulness, respect, and vision, as exemplified by the 'dolly llama'. They emphasize the necessity of hard work and putting in effort to achieve success. The paragraph also includes a brief discussion on the pros of having a sense of humor and levity in branding, using examples like Indiana Jones and Jim Carrey. The speaker values a brand that is humorous yet serious about its offerings, and they compare different characters to potential brand archetypes, such as a teacher like Mr. Miyagi or a comforting figure like Alfred.
🚀 Brand Archetypes and Personalities
The paragraph delves into different brand archetypes, such as the 'ruler', 'explorer', and 'outlaw', each associated with specific brands and characteristics. The speaker discusses the appeal of brands that exude control and mystic power, like Adobe and Tesla, and the importance of freedom and knowledge in their brand identity. They also mention the desire to avoid being too 'vanilla' or generic, aiming for a brand that stands out and resonates with people.
📈 Content Strategy and Brand Introduction
The focus of this paragraph is on planning the first video content for the brand. The speaker suggests that the initial video should be an introduction, akin to an elevator speech, explaining who they are and what the brand represents. They discuss the importance of keeping the video concise to maintain viewer engagement and suggest that it could serve as a digital business card. The paragraph also hints at future content ideas related to health, fitness, and possibly leveraging local Chicago scenery.
🏥 Health Fan Evolution and Brand Naming
The speaker contemplates the brand name 'Health Fan Evolution' and its suitability for the business. They discuss the importance of having a name that can grow with the brand and not be limited to personal branding. They also mention a conversation with Dax's wife, who works in marketing, about the potential of the brand name and the flexibility it provides for future expansion. The paragraph ends with a consensus on moving forward with the chosen name and a focus on creating quality content.
📝 Measuring Progress and Content Ideas
The paragraph highlights the importance of measurement in achieving goals, both for personal fitness and for the brand's content strategy. The speaker talks about conducting a dexa scan to assess their muscle mass and body fat, emphasizing the need for data to manage progress effectively. They also discuss potential content areas, such as health apps and functional strength, and the idea of creating content around these topics. The conversation suggests a future plan to identify specific content 'buckets' and track the brand's coverage of these areas.
🤝 Collaboration and Content Curation
The final paragraph discusses the process of collaborating on content creation and the importance of curating content from other sources. The speaker talks about sharing content ideas and following other accounts for inspiration. They mention the need to find a balance between creating original content and learning from what works for others. The paragraph ends with a discussion about accessing a shared page for content research and the logistics of setting up a login for easier collaboration.
Mindmap
Keywords
💡Personal Branding
💡Content Creation
💡Authenticity
💡Hard Work
💡Innovation
💡Health and Fitness
💡Social Media Strategy
💡Video Scripting
💡Brand Identity
💡Measuring Progress
💡Functional Strength
Highlights
Discussion of character traits and how they align with personal brand values, such as innovation, authenticity, and hard work.
Preference for a brand that is peaceful, respectful, and focused on quality and vision.
The importance of sticking to science and avoiding sketchy health claims or bad studies.
The desire for a brand that balances humor with a serious commitment to its mission.
The comparison of different personalities like Indiana Jones, Mr. Miyagi, and Jim Carrey for their teaching, grit, and humor.
The idea of using humor in brand content to entertain and engage the audience.
The concept of the 'elevator speech' for introducing the brand identity and purpose.
The strategy of creating a digital business card through a video to quickly explain what the brand does.
The emphasis on measuring progress and managing what gets measured in the context of brand development.
The plan to create content buckets to categorize and manage various aspects of the brand's messaging.
The intention to use health and fitness apps as a content area to educate and inform the audience.
The consideration of localizing content to resonate with a specific audience before expanding.
The idea of starting with a short introductory video for the brand, keeping it under two minutes to hold attention.
The discussion about the potential of the brand name 'Health Fan Evolution' and its flexibility for future expansion.
The consideration of various content ideas such as functional strength training, injury avoidance, and the pros and cons of different training methods.
The strategy of observing and learning from other successful brands and content creators in the same space.
The plan to use a brand page for research, following accounts that create good content for inspiration.
The intention to schedule a free consultation at Athletico for physical therapy to address heel and shoulder issues.
The personal anecdote about the challenges of a previous job and the impact on work satisfaction and motivation.
Transcripts
all right
so there's that one now's the character
Jim halber from okay so okay so then
next we've
got Tony
Robbins next we've
got Ross from Friends
okay next we've
got Steve Jobs
next we got this is the character Mr
Miyagi and then this one is the person
Jim Cary like him as a person not not
any character mov uh Donald Trump he's
God Indiana
Jones uh Alfred from
Batman Rocky
the dolly
llama and Jack from oh my
goodness from parts of the
car so do you have do you have any that
jump out right away is no okay how feel
one um
I do
like only
because he would actually do you know he
would actually invent and do things that
other people wouldn't do like pushing
the boundaries type kind of like
sticking to it y actually putting out a
quality product yeah
that's people like
got to go with Stallone a little bit
only because hard work I mean that is a
big part of it
yeah work hard
gritty try to muscle through everything
even sacked against you kind of
deal and we need three that are three
that you want the and then three that
are that and then the rest in the middle
we'll do yeah we'll do top three here
bottom three here and then we'll kind of
like
a hard
um going to
put feel like ke
and the rest are going to be in the
middle I'm not sure well let's we'll
start on this side
what are the what are the things that
you don't like uh like what would you
not want as part of your bre what things
DC so like with Jack Sparrow I don't
mind that he's whatever but
he's he's aloof there's not like much
going on there when it comes to what I
want to yeah it's kind of chaotic kind
of like so not chaotic it's just all
over the place yeah yeah yeah and I just
is there anything you do like about
him uh that he can be funny yeah um
Trump is I guess he's the it's mostly
[ __ ] yeah that's what he represents
to me like not actually telling the
truth not authentic not authentic
telling just what you want to hear let
alone what you want is there anything
that you can potention to see as
positive that you want your brand he's
bold he doesn't he doesn't give a you
know I I wish I had that right but um
Tony Robins or
whatever you know I don't mind that he's
helping people and stuff like that um
but it's a little
uh again little kind of a bullshitty
yeah yeah charlon I don't want to be
that I want to be I want to stick to as
much to the science as I can obviously
it kind of gets sketchy with health
because there's so many bad studies and
opinions um but that's kind of what I
want it to be
more like like the dolly llama like
peaceful nice
respectful yeah you know hard
work but also have a vision and and
actually follow through with it and put
out something that
people will use yeah yeah um and then so
yeah okay so you kind of briefly talked
about the dolly yeah and then you talked
to here what about what about uh hard
work like he like no matter what you
still have to put in the work to get
these things to work so you can't
just okay um now I guess just kind of
briefly we'll discuss a few of these
like any pros or cons or what Reas they
L PR a lot of Pros here um obviously
Indiana Jones he just he's going to get
what he's looking looking for he's he's
going after he's going to find it yeah
um God he's funny I like funny I think
one of my clients actually suggested
that we make funny videos sometimes to
like because that just gets helps
entertain yeah um so you you like some
levity in the brand being able to joke a
little bit but people know that it's
still it's still this but I don't mind I
don't mind it being a little funny
sometimes or like you know just being a
little instead of being like this is
what you have to do you know
like um there's a little funny here
maybe I mean he's a very serious person
breathe some life into the brand of like
being like this like yeah like for the
people type brand yeah then you could
explain it why you're going to want this
yeah um yeah like Miyagi
obviously awesome teacher awesome like
like I wouldn't I was it was
between these guys really stuck out at
me where I was like yeah um so almost
Indiana Jones almost Mr Mii yeah just
for now I'm going to put here just so I
can kind of remember it visually
okay
um yeah like I was and you know Jim
Carrey just because of the humor I was
like I didn't want to completely say no
to that but at the same time
maybe yeah you might want to be like
this chaotic crazy that's kind a little
bit of Comm for their yeah um but he's I
would pick him over that right okay um
Alfred love him great uh
but it's more of uh what can I do for
you you know like which is good um is
kind of what we're doing here but
kindness and comforting but not
necessarily like you're not at the
service of the people you're trying to
trying to change change them um I never
watched the office I know it's crazy uh
but I do know the character and he's a
good guy which is nothing wrong with
that uh just
nothing that
really hold me yeah to that okay so so
so and then yeah and then what about uh
uh Ross yeah Ross is not yeah Ross is
more of a I mean they're kind of similar
uh Ross is just
he always had problems with girls right
now he's kind I guess he's kind of like
nice guy a little bit edgy a little bit
more cool guy he's like really nice guy
but like just yeah yeah too nice too
nice yeah too nice okay so so uh I'm
going to flip these over one by one they
all like correspond with like just to
make sure that like the wording we we'll
do the same exercise but with just words
alone so and then there's also Brands
attached to this like you can see it
like yeah that kind of makes sense so
like innocent Disney kind of comtable
very stable very wholesome kind of
innocent
truthful um this is your uh your creator
so yeah
Innovation
creativity you know just like apple
Legos those type of
Brands and then this is a
hero so like Mastery of things Grit
mintion you know Nike the Red Cross like
all all the military branches that like
that kind of like go get them type
attitude all right and then the ones
that we don't like we'll start
there
um so this one is
Outlaw
um so I mean those brands are kind of
tougher but I mean you know it's just
more of those Outlaw Brands just kind of
do their thing their way like no other
brands really kind of do that um
but you know stepping outside but it's
you know it's like of chaos too then
this one is
ruler just like control the appearance
of like exuding just appearance like
like rooll you just you are yeah um Tony
Robins be magician so kind of like yeah
Mystic power uh you know Adobe Tesla
Disney's kind of in there too like I put
it I put it on
you know because Disney's kind of like
Walt Disney especially kind should have
put Walt Disney as the character there
actually
um and then so things that we things
that you liked here the explore the
freedom Amazon North NASA love it
um and then the sves the wi
knowledable talks
I almost put Yoda there okay but then
but then I forget why I didn't it was
reason I oh I know why it was cuz I was
going to do Han Solo and I want two Star
Wars but then I ended up doing Indiana
gems um that's why oh yeah okay so so
top three but like close close here yes
um and yeah like a comment you don't
like about those this guy every man
target guy just you're kind of vanilla
like you like him
but but
yeah you love her you're nice you're
intimate Hallmark yeah I I expected that
one to not
work um the
Entertainer pleaser laughs Geo which I
mean kind I feel was kind of there yeah
yeah not it's a I don't want to be too
rigid that's for sure yeah like uh but I
mean like like I was like the example
because like almost I mean Geico has
entertaining ads that people talk about
but you almost forget that they're
selling insurance which is kind of like
not great yeah not great you know but
it's it's but they have their own
distinct style and then
Al caregiver service Campbell suit
Johnson Johnson just making you feel
Comfort which is kind of also what we're
going to be doing a little bit Yeah so I
think yeah
like these are kind of like more there I
feel like I feel like it's like that
right yeah no that's probably true I'm
going to stap a picture of this so have
CU this this will help me a lot and then
from here I'll be what I'll be able to
do is kind of start coming up with like
just more of like the brand
identity
um and then I always just want to try
and filter our ideas
that um anything else on this no feeling
pretty good here y all right so the
personalities like we of Dolly
L kind of Steve jobish kind of rock I
like
that trying to think if I would what I
would have picked or what I would have
thought you would have picked I actually
did think you were going to pick that it
was close yeah but then I thought but
then I thought those two might end up
being kind of similar cuz like you know
I actually put these two as similar only
because yeah he's very Zen
like yeah very yeah that's true kind of
like that's why I kind of saw them both
very similar um to me right I just felt
he was more
um to the point I guess yeah even though
I am I love martial arts yeah yeah they
they really are kind of similar that
he's more of the outlaw of that yes yes
that's kind of funny I never thought
about that before uh yeah I didn't think
you were going to pick that
I didn't think you were going to pick
either of
those I didn't think you were going to
pick
Trum I thought I thought there was a
possibility that you might pick one of
those dude I just just cuz this one's
kind of like like that like kind of yeah
could be whatever or this one's kind of
like the helping people and like has
this like way of like captivating I
think it's just my yeah interpret I saw
his I I kind of feel the same way about
him like I have a bunch of friends that
have been into him just you know like he
is kind of charl you just listen to him
and I kind of listen to like I can just
kind
of yeah I understand what he's trying to
do but I don't need what you're selling
right and the fact that he does it in
like these big conferences like off
stage and all that reminds me of just
yeah was a pastor basically yeah this is
this fairly close
actually all right um so that's the for
that um that was good yes um now uh I
was reading like some of your stuff that
you put together I think that's really
good um I think we kind of talked about
this last time but I think maybe what
might make the most of stress is the
first video just being like you
explaining who it is what you do what
the brand is just kind of like saying
like starting off New Journey here you
know like just just that intro um almost
that elevator speech you know that's
what I was is it the elevator speech I
gave a few but I was like I don't know
like it could go I don't know exactly
what the best wording for it is but or
is it you know you can't say your whole
life story and like yeah yeah so it's
just like I don't know I like I would
imagine that the first video is probably
something like a minute long or minute
and a half okay I'll have to like we can
figure that part out later obviously
we're not doing commercials here so if
it's some whatever time it is
I just know that like unless you're
doing something like really
instructional you start proding people's
attention fan after about 2 minutes so
you want to keep it under two for
something like this and this one would
just be more of like almost your digital
business card kind of deal where like if
if you if you caught somebody you know
like he was like oh yeah I'll explain
what I do you would send him like that
video real quick here's just kind of
like what I yeah so it's it's almost
like an ad it's almost kind of just like
an explainer but just the intro to the
channel the intro to the stuff something
you can send to people to you know too
just so they know you're doing something
try um so so I think that that probably
makes sense for the first video and then
um what were you thinking as far as like
uh like actual like content vide is
where do you want to start after that
yeah I uh well I was when you talked
about we were talking about like the uh
like like what the watches do we were
talking about uh even were you talking
about like the the guy with the the
video you sent me and I was saying I
have a something we could talk about
with the knee or like with running or
like
um yeah I there's so many things we
could
do I could pick whatever I mean I that's
why I'm trying to like I don't know
actually I don't know I don't know where
I should start like when it comes to
yeah when it comes to like like whether
it be injury whether it be uh strength
training I mean it could just be
straight up strength training on like
exactly
like the pros and cons of like I was
talking about functional training or
like
the um cardio wise like what
uh yeah I'm like I'm trying to like I'm
getting high here because I'm like
trying to think of like there's so many
freaking things I mean I just need to
pick something basically yeah uh I think
what might make the most sense for us
would be let's get um you know let's get
a time on the books I I prob want to
think about like location for where we
want to do the intro video and maybe it
might be a few different locations cuz
we can splice it all together you maybe
part of it's you know the chy in the
background part of it's out somewhere
that's nice you know like just walking
on like leg something you know just
something that kind of shows Chicago a
little bit yeah um cuz obviously you
know the first part of this for sure is
going to be about like local people uh
and then eventually content wise might
be a little spread become a bigger thing
but you're want new new local people so
we'll definitely want to get something
show in Chicago maybe that shot over uh
kind of like the lake view area like by
diversity Harbor there's like a
you see the pan the famous shot yeah
theous shot yeah something like that or
maybe a few other things you know like
I'll kind of I'll kind of think about
potential locations that might we could
even do the one that I just sent you the
one on functional strength just like on
like oh yeah but I mean is that kind of
what you're saying or is it like let me
get let me go get back
yeah e
where is
oh I like where did my phone
go
um yeah like also like uh just since
popped in my head are you feeling good
about the health fan evolution is the
name yeah yeah you like that yeah yeah
no yeah like I I was telling I went out
dinner at Dax last week and I was
telling dax's wife about it she's in
marketing too yeah she was and she's
like she's like she I'm not try to poke
gos her but I was like I just got to
push back something it's like you know I
should bring I should bring some just to
make sure but um she's like I know a lot
of people out there are trying to you
know especially in that space they're
trying to Brand themselves and their
name yeah and and then she's like you
know she's like you know like what was
the reason you decided to go against it
I was like well you know because this
can become a bigger thing a brand he can
attach himself to it if he ends up open
like two or three or four different
places it doesn't always have to be like
him you know let's say you have your own
gym or whatever like you wouldn't NE to
train every single person because yeah
it would be impossible she's like yeah
that's a good idea I really thought
about that and and I said that like for
me I feel like a lot of those people
that brand themselves what they end up
trying to do is convert from themselves
to a full brand which which can work I
mean like either way but so she thinks
that if it ran me more than she was
wondering why I didn't go that route
okay and then she's like I don't think
that NE and once I explain she goes yeah
it makes sense she but she did push back
in that and I was like well I'll just
run it by you to make sure because I
didn't want to like feel like I'm like
railroading you with this yeah no no no
no for me honestly like like you said I
don't
feel that if I choose that name it's
going to be make or break what we're
doing like first of all we can change it
if we had to but the other thing is I
like what you you actually looked up and
seen what was taken what's available
what seems to might might work a little
bit better I I trust that and I don't
honestly like when it comes to the name
and
stuff yeah I I wouldn't have had a
better name I I thought about it for a
long time and I'm like balance I'm like
yeah that's I I tried with the balance
CU I wanted that too the balance of
stability like yeah literally nothing
because because both of those words like
there's a lot of like gym space like
people you know trainers that have a
bunch of those websites and especially
like all the the I was more concerned
like with the Instagram handle really
really um yeah just because
like this may may not everyone have a
website you know I mean that would be
like a down the road thing like there's
websites are kind of in a way going away
Instagram becomes your
website all the young kids none of them
really they just do Instagram yeah I
mean you would probably like have a
website like once if you start selling
products or if you start getting to
where you're like really needed to put
people out you want his calendar and all
this you know I mean like it's just some
somewhere nice or if you start you know
it would be like once things are kind of
getting to where it's not just you
training people locally in Chago like
the next step to um or if you just want
to like legitimize yourself a little bit
more so people can go to a website and
see you know but but I think I think
YouTube and and uh Instagram kind of
handles yeah I don't even think Tik
tok's worth doing right now because that
thing might well it sounds like they're
elaborate yeah they sound like they're
going to get rid of it but but yeah no I
I'm all I'm down for it I I think the
only thing that I would say about the
name is long so like that's the only
other but it's like I said I'm not
that's the last of my worries right now
it's just getting actual good cont like
like I like I feel like like when I when
I wrote this you know like I uh I just
don't know I guess I feel like I'm just
talking to the wind right now like I
don't know like I'm trying to I've never
done this yes so yeah but this is good
though because
like like the way that I the way that
I've see this is like you just get it
out yeah get it out the way that you
think about it the way you see I mean it
could just be like talking in your phone
you know just doing voice recordings or
whatever and then and then I can kind of
like take take it run it through this
brand filter in my head and go okay how
would as a brand how do we you know what
are some potentially creative ideas that
we can do with this then I can come back
to you and be like hey what about this
what about this and as we're seeing
other pieces of content like I like said
in that first conversation we don't need
to reinvent the wheel here there's
people that are doing things that work
like it's not ripping them off really
unless they're doing something that's
completely unique in the you know like
they're wearing banana costume and then
you decide you're going to wear an apple
costume or something I feel like my
biggest thing that I want to get out
there that I actually feel passionate
about is I do get a lot of people in
here confused
about so like like when it comes to
training and people like wanting to look
better and get ripped and do all this
other stuff and they're like this is the
way and I I know that this high
intensity got me here and and this is
why and I'm like that's all good and all
but that's not like the whole science
behind it you like if you want to if you
want to be a really good athlete
whatever and you think you have no like
you can Sprint but you have no like you
can't run a mile you can't like there's
so many things and aspects of that like
when it comes to what you're trying to
do and what act that's why I was
assuming with functional strength it's
like it really matters what your actual
goal is like if you're just trying to
like I just did a dexa scan this morning
and I I wanted to see where my muscle
mass was where I was with the body fat
so in 3 months I can go okay this is
working or it's not working right and
I may have mentioned one of our other
but when we were talking about the apps
but
um I've heard this in all types of
spheres but first place I heard it was
just did marketing but um it's like what
gets measured what gets measured gets
managed yeah so it's like once you start
measur you know like once you start
measuring your weight once you start
measuring your and so like that would
kind of be like the I like that the the
like we're hitting that nail on the head
it's like we're going to start measuring
Stu we're going to start fig out where
out where are you trying to go how are
you able to see if you're getting there
if you're not measuring so I get so many
people I don't need to write my down my
food I don't need to I'm like yeah
you're going to do this because your
body will go down and then you're going
to go right back to where you were
because that's your set body point so
you have to know otherwise you're never
going to get anywhere yeah um when I was
when I was telling Dax his wife about
this I was talk about how we talked
about maybe doing some content around
the apps and they both like
they like that is such a good idea CU
they they have one I think of is it like
the B ring orever yeah that's we got
yeah you one no no I got him to we we
him and his uh nurali we talked about uh
getting that for Dex because he'd always
take the watch off to sleep and stuff
like that and we're like we need to know
more because something's not right yeah
so like we got yeah we got a lot more
data now and he can track his St better
and all that right um so yeah I mean
which I I love that idea too it's just
like like oh what I was going to say is
once we do the oops oops once we do that
first like on the day that we do that
first video maybe it'll be like a
weekend or Sunday or something that so
we have like an extended period of time
whenever you have a good time yeah I I
have Saturdays usually off and then
Sundays I'm usually here and I could do
something like anytime after one okay
Sund yeah okay that that might work um
we can figure that part out I'm going to
definitely have to brainstorm a little
bit on what what I think the kind of
kind of Story Board in my head what I
think this first video should be um but
I think whenever we do that we should
sit down and come up with maybe like 9
to 12 buckets of like these are these
are the buckets that we should be
pulling from it like because eventually
we'll start getting to a Content
calendar and being like okay one bucket
will be like the health apps one bucket
will be functional strength one bucket
will be injury avoidance one bucket will
be
muscle yeah whatever like come come up
with all the buckets we can the more
buckets the better yeah and then when we
start thinking of ideas or we start
seeing different posts we can we can
start bucketing like oh yeah we should
do this then we also can easily track
like okay we've done four videos on
functional stream we need to do
something you know yeah we've got this
we need to do some spread spreading it
around and
just again this is more of the digital
side of what gets measure gets managed
you know like so we'll be able to manage
the brand that way by like knowing
knowing what it is that we what it is
that we want to do and then what it is
that we already have done and then like
how what we should do about you or
neglecting something or if we start
seeing that like wow these videos are
really really working on this topic
let's let's keep hammering at that one
and this one's just not hanging in like
let's yeah like there might be ways you
can fold that particular topic into
other topics videos that they're working
okay but I think I think that would be
the next big step to just kind of come
up with buckets and then when we come
with the buckets we can go we should
start here then this look at this one
and then we can
just start start coming up with videos
um yeah I mean I think the more of the
like finding of content that we like out
there and um sending it over to the the
page um I'm I'm also uh I I'll get you a
log in for that page too yeah I was like
I'm just sending it in the I didn't know
like did I do something wrong or no no
no that's fine okay yeah I was like
because I I
wasn't yeah I wasn't uh sure like if I
had because when I signed in I was like
oh I can't actually get in so I didn't I
mean I can get in but I can't like I
didn't know like yeah yeah I I'll get
you I'll get you like a like I'll get
you the log because right now the
password is something like it's just
whatever you know string of characters
yeah um but I can change it to something
that's like a real word or something and
then we can
just I mean once you logged in you're
logged in um but I think like
uh I think like the pages on there that
like we should follow or ones that like
we like like if you if there's like
other accounts that create content
you're like that's good content yeah so
so when we're in there and we're
scrolling the feed it's it's basically
just like research for us like being oh
that's that's have you seen I think I
may have sent you let me see if I can
find this guy have you love this guy
uh-uh s of a combat oh yeah I do know
this
guy I wish I had somewhat of a I just
don't he's like steroid freak I don't
actually have his but I love how he like
because he's funny but
he's he kind of has that like I don't
give a yeah yeah I do like that I don't
follow him on Instagram though what's
his name on Instagram uh
RP I think
it's important to keep the stimuli
variation rep I don't actually know I
don't follow him on Instagram either he
just comes up except Swiss
press but the FL press is dog if you
want to get good at being combat athlete
you have to be strong in
every oh Renaissance yeah
R but he does he
uh he speaks a lot of Truth yeah which I
like like it's just kind of like like if
I'm trying to gain
muscle I do a ton of cardio guess what I
have to do I have to like stop doing a
ton of cardio yeah I have to like do
other things that actually put on
muscle know he is on
Instagram I I know I follow him on I
subscribe to his page on uh YouTube for
sure
maybe weird
uh anyway yeah no I do like that guy
yeah um but yeah any anything that we
anything that you see like what's what's
you
know cuz you want people to follow your
page but then whatever it is you're
following kind of
also like they start overlapping a
little bit so so I was thinking we'll
just use that like whatever we follow
from the brand page will be like brands
that we want to either be like or things
that we don't like about them or you
content that they make that's good
similar kind of space um
yeah think that's probably it for today
office but I think this is good no this
is good when are we going to start here
with
you um I'm going to be going to Atlanta
next week so once I get back um actually
oh yeah I was going to ask you about
this um
so uh I was going to get there's a I
think it was called Athletico
it's like the the physical therapy place
or whatever there's
one I see them around time but there's
one in bank and they they do like a free
consultation so like sentiment a
sentiment thing they for your or your
heel I want to do both my heel and my
shoulder yeah and there's another thing
that I've had for a while though I
figured I'd talk to him about but it's I
get like this like pain in my sternum
and like St are feel like after like pop
really yeah yeah they can actually yeah
yeah yeah I think I know what it is it's
one of two things I'm pretty sure it's
either something called t syndrome or uh
what was the other one called
um but it just gets caught in there it's
it's um cuz there yeah there's like car
that connects your connects your uh like
your sternum to your rib cage yeah and
it started like a year ago it's one of
these things that like it's fine and
it's not and I can't figure out what the
reason is like I I thought it was
because I got I had like a too soft of a
bed yeah um like uh that might be it
because you kind of sleep like this with
your shoulder pinching in and then when
you wake up and stretch it back out then
it then it hurts it's yeah um oh Costo
this is the
other the costal joints get like
inflamed um but I mean like I've been on
like a diet for a while that's like
anti-inflammation taking anti and I help
it got a different bed kind of went away
comes back like there there's times
where I'm exercising and it's fine and
there's times when I'm exercising hurs
there's times where I haven't been in
the gym in a while and it's there and
sometimes it's not so I was just sleep I
sleep pretty good yeah I just know Dax
used to work over there and it killed
him so I was yeah I was like are you is
it like that bad for you over there is
it n not anymore
um mostly just cuz like I'm like
more okay soul sucking to him man like I
saw him just go yeah it's definitely
soul sucking when you're trying but then
when you get to this point where it's
like I tried 140% and it's still not
enough so it's like I'm just going to
crank it down to about 60% then just
it's not going to bother me like you're
going to be just as happy either way so
okay no as long as you got that down
yeah I didn't know if work was causing a
lot of [ __ ] no I mean I definitely want
to leave there but uh I'm I'm eventually
I think going to be working with that
that's what I do was saying but yeah so
uh I'm going to be doing some I'm going
to be doing some stuff on the side with
him but there business isn't fully
launched yet and I'll start like my
B start working with so I got to figure
out how to like slowly transition
over take the cup oh [ __ ] balls coming
yeah um so yeah I got to figure that one
out but uh but yeah I mean I'm I'm I'm
also hoping that I can use some of this
content it's like probably stop
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