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let me start with a story you've probably heard if you drop a frog into a pot of boiling water

it jumps out.

But if you place it in cool water and ever so slightly, turn up the heat a little bit, by little bit.

The frog won't notice until it's too late and it basically boils itself alive.

Scientists will tell you, it's definitely not true.

But as a metaphor, I think it's sort of perfect for where we're at in the food world.

And I'm going to explain a lot more of this into the pod today.

Because food today is changing at a rapid pace.

Culture is changing at a rapid pace.

We talk about ad nauseum on this podcast.

Chefs, restaurants, and food media, I think we're the frog. The heat has

been rising steadily since the early days of social media, since the early days of 2003, 2002,

where blogging started to happen. And by the time we've realized it, most of us, it's a little too late.

The rules for attention, recognition, and the success of how you measure being good

in this business have changed.

And, you know, my coach, Marshall my, my, my, my, my, my, my, my, my, my,

Marshall Goldsmith has written many great books, something we've repeated quite a bit is, is,

is this is sort of central thesis, right? What, what, what got you here, won't get you

there. And, you know, I try to remind myself of that, that all the time.

So still thinking of this through, a lot of this is still developing opinions, but I thought it was a good time to sort of do a quick state of the union, which we'll do today in the podcast.

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