Welcome to Entrepreneurs the Playbook. We're here at Sirius XM Studios in the lobby of the win,

probably the nicest podcast studio in the entire world. Nameless here at CES with the

incredible CEO of Trustless. My friend Rick Jordan, welcome to the playbook.

What's shaken, Dave? What's shaking? All right. I've never asked you this. Obviously, that's your tagline. What's Shaken? Where did that come from or what significance does it have or what do you utilize it for? Why do you always say what's shaking? Man, it's just something I would always say even as a teen. Seriously. Yeah. Just people walking. I was like, hey, what's shaking? Just always how I said hello to everybody.

And then it carried through. And I said it one time when I started my show all in. And it's like, that's how you need to open from now. And it was a branding agency. You know, I'm like, all right, let's do it. That is kind of what I say.

And which leads me to where a lot of people fall down is that we can take something that's from

our childhood or something that's at our essence. And as we build our community, our brand,

as we build our companies, that these little things can be what eventually we're known for. Yeah, right on. I think it, you know, I mean,

when we're talking about contents, you know, it's on that for a little bit here. It's, there's so much

that I see anyways that is fabricated by quote unquote influencers, you know, whether that being forced

to you fabrication? Yeah. Does it mean fake? I think, you know, probably a little of both.

You know, fake is more like I'm trying to be like somebody else, you know, or I want to be

somebody else rather than being like, hey, I'm going to be me.

Now, I'm also a big fan of modeling, though, you know, not to confuse the two, because I

think as you're getting going, there's great strategy in modeling somebody else's success

to a certain point while you're trying to find your own footing.

Because you see it, you know, I think you call it a dummy tax.

I look at it from the positive aspect of they've done some pretty great things.

I see how they executed here.

I'm going to do the same exact thing.

Maybe just apply it to what I'm doing right now.

And that application is really important. It's a great differentiator of what you're saying because it's true in business as well, because we model after successful companies what we're

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