So when you think of brand, like what do you think is the 1% that is actually signal that people should be thinking about versus the 99% that's noise?

What is it that you believe about your industry, your space, your niche that is different than what other people are talking about?

In the education space right now, everyone's doing the same shit.

Everyone looks at the top person in their niche space industry and is copying exactly what they are doing. If you want to stand out, stop trying to look like everyone else. You need to figure out your own version of this. You arguably took two guys on the polar opposite ends of the spectrum. You have Gary Vee that has a million thoughts a minute. To Alex, it's like a very stoic dude. But you took these two like really extreme versions of personalities and help them package and frame their ideas in a way. It's almost like an art versus a science. Like you're saying that the identifier of this works. Now, how do I make that uniquely me? Back to your 1%. That is the thing that is going to move the needle for everybody making their personal brand the most. I believe the 1% as you're

articulating it right now is... Caleb Ralston. Welcome to the show in the flesh, man. How you

doing? So good. I appreciate you having me on, man. Excited to rock, man. In a world now where there's a

study that was conducted with everybody's children. I think it was like kind of

teenage children to coming up to young adults, they asked them, what do you want to be when you

grow up? And it wasn't doctors, it wasn't lawyers. It was, I want to be a TikTok star. I want to be a

streamer. I want to be a YouTuber. So in a world now where brand has become more important than ever and more coveted than ever, we're going to have to be a YouTuber. Yeah. So in a world now where brand has become more important than ever and more coveted than ever,

we're going to have a lot more people flooding into the market.

And a lot of people that are now, millennials or older, business owners,

are now seeing that they cannot do the same business that they used to do without the brand.

So what is one thing that you've seen now

with all of the saturation in the market? Where do people go wrong with brand? And then where do

they crush it with brand? I mean, there's a lot of different ways we could take this. But

something that I've been talking about a lot recently that I think is really

important is in the beginning, you need examples of what good looks like and you need to replicate

those examples, right? For me, when I got into photography, for example, years ago, I had a couple

photographers that I really admired. Dylan first and Aaron Brimhall are my two favorites. And I wanted to

replicate their style. So I looked at what they did and I tried to copy it. The problem is,

is the majority of people that you are describing right now, they're doing that and that's where

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