20240424 Branding Exercise

Summary

The 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

00:00

😀 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.

05:02

🤔 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.

10:05

🚀 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.

15:06

📈 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.

20:06

🏥 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.

25:07

📝 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.

30:08

🤝 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.

Keywords

💡Personal Branding

Personal branding refers to the process of creating a unique image or identity in the public eye for personal or business advancement. In the script, the discussion revolves around developing a brand identity that is both authentic and appealing, using various personality traits and characteristics as a reference.

💡Content Creation

Content creation involves producing various forms of content, such as videos, blogs, or social media posts, to engage an audience. The script discusses the importance of content creation for the brand, including the types of content that should be produced and how it aligns with the brand's message.

💡Authenticity

Authenticity is the quality of being genuine and real. It is highlighted in the script as a crucial aspect of the brand, with the desire to avoid being perceived as 'bullshitty' or inauthentic in the health and fitness space, which is often fraught with misinformation.

💡Hard Work

Hard work is the effort put in to achieve a goal or complete a task. The script mentions hard work as a trait that the brand admires and wants to embody, particularly in the context of overcoming obstacles and achieving success.

💡Innovation

Innovation is the process of introducing new ideas or methods. It is discussed in the context of the brand wanting to push boundaries and offer new perspectives in the health and fitness industry, much like the character Steve Jobs is often associated with innovation.

💡Health and Fitness

Health and fitness is a lifestyle that involves maintaining physical and mental well-being through exercise, diet, and other wellness practices. The entire script is centered around creating a brand identity within the health and fitness industry, focusing on science-based approaches and debunking common misconceptions.

💡Social Media Strategy

A social media strategy involves planning and implementing various tactics to engage with an online community. The script discusses the use of platforms like Instagram and YouTube as primary channels for brand communication, emphasizing the importance of a strong social media presence.

💡Video Scripting

Video scripting is the process of writing the content for a video, including dialogue, narration, and visuals. The script provided is an example of video scripting, where the characters discuss their brand strategy and content ideas, which will be used to create engaging video content for their audience.

💡Brand Identity

Brand identity is the visual and textual elements that form the public image of a brand. The script explores the development of a brand identity, including the choice of a brand name and the characteristics that the brand will stand for, such as being helpful, knowledgeable, and innovative.

💡Measuring Progress

Measuring progress involves tracking performance to ensure goals are being met. In the context of the script, the importance of measuring progress is emphasized for both personal fitness goals and for the brand's growth, using tools like health apps and regular check-ins to assess and manage outcomes.

💡Functional Strength

Functional strength refers to the ability of the body to perform daily activities efficiently and effectively. It is mentioned in the script as a potential content area for the brand, focusing on the importance of training for real-life movements and goals rather than just aesthetics.

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