There's a dog walking business listener right now.

She wants more clients.

If I can get them to start allocating another hour to five

per day, per week to just making content that's organic.

But when they make it, they think about the different cohorts, people that have more money than others, gender, race.

Some people have parents of kids with athletes, so they'll make a video like,

hey, are you a parent of a kid that plays soccer or basketball or some other sport every weekend,

I'm the dog walker for you. Now all of a sudden you're posting that, now that the algorithm is

going to find people more likely like that, then if it does well, now you start running ad

dollars on it, not up front.

Attention is the number one asset. Gary you've always said that attention is just a

major focus of yours but the problem with getting attention is it can be quite

shall we say expensive so you share the ways that we can get underpriced attention in today's landscape?

I can.

First of all, John, I just want to give you some flowers.

Podcasting is obviously an incredibly important medium in the world today and I think it's potentially lost in history

that you were one of the dozens that was moving first and hard on it and I just want you to have that because

you built on underpriced attention.

You went all in on podcasting as it was emerging,

and I feel as though you deserve credit on that.

So I wanted to say that.

And to that point, that's the game.

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