The single most important thing in all of marketing is first and foremost organic social media.

Then everything else. Social media organic, more important than commercial, more important than

your email newsletter, more important than a

a billboard, more important than hiring Beyoncé to be in your Super Bowl spot,

more important to anything else

if you are not the best in the world at organic social media,

I'm talking cross-platform.

I'm talking Snap Spotlight.

I'm talking Instagram.

I'm talking YouTube proper, YouTube shorts.

I'm talking podcast.

I'm talking newslet.

I'm talking for real for real.

Attention is the number one asset.

This is full circle for me because my dad gifted me crush it. I want to say 14 years ago right before I launched the skinny

confidential I read it I highlighted it I dog-eared it then after implementing it you came to me, I want to say eight years down the line, and I

got to be in your book crushing it, and then I was on your show, and now we're interviewing you.

It's a weird you. It's a

it's a family affair. I was saying how you're like the internet's dad.

Like your students or your kids are growing up in like a real way yeah you know it's like I mean I was at

Door Dash yesterday this kid's 32 he came up to me at a Super Bowl party I stopped

by yesterday when I was in San Francisco and he's like you and I had a call when I was 14 I cold emailed you in

...