If you are obsessed every day of what the platforms are doing, how it's changing, what's happening,

and you are obsessed with culture, what beverages are working, what fashion is working,

which artists and athletes matter, what shoe style matters? What is popular culture doing?

Platforms and culture. If you obsess over those two things,

you will consistently over-index in the production of content.

Hell is everybody?

Thank you, thank you so much for the warm welcome.

I'm very excited to be here.

Regardless of what everyone is trying to accomplish in this room in their

careers right now we are all required to try to achieve one very important thing, which is nobody.

Nobody here is going to be able to accomplish their goals

unless they're able to communicate their message and get someone to do something.

This is professionally and personally.

If you were unable to communicate or have your information consumed what you're trying to achieve is not going to happen.

More importantly, if you are unable to do it, someone else is going to do it and they're going to charge you for it. The reason so many people outside are in an infrastructure of affiliate referral fees and Rep Share is because they've been uncapable or incapable of creating the demand themselves, thus they must pay to get a customer.

This is something I think about constantly.

This is why Google is one of the biggest companies in the world.

It is a tool move to get to a product because search is a utility in our society and allows people

to find what they're looking for and thus they're able to refer fee and this is something that I want to ground today's

conversation in because for the people in this room that have not made the

commitment to building a communications infrastructure for

their business, this could be the single and most important conversation

...