The Truth About Going Viral w/ Chef Andrea & Taige.

Then when I open a business, I had to be perfect. You know, >> Andrea is very open to trying new things. He's like, "If I'm going to try this thing, I'm going to try this thing." >> Our decision was do what we want to do. And that was the [ __ ] worst decision of my life. >> So, one thing, how I look at it is if the concept isn't fresh, if the concept isn't unique, it's not new. Why are you even making it? >> I had to do what people want. We're producing video for us or for what people wants to watch. That's done. And I'm a chef. We need to be soldiers thought to just get it done and suck it up. So, we've done

it and [ __ ] amazing. But now me and T look at each other like ah >> that's the thing that he meant. >> What does it mean to get 60 million views on Instagram? Well, today's guest, Chef Andrea and his business partner, Ta did exactly that when they put up their infamous tiramisu video uh served in a wheelbarrow. But what did it really do for their restaurant? Did it really grow more covers? Did they really grow the business? What was the secret behind doing that first of all in that video and then capitalizing off of that success? You'll find out in today's episode. Watch it. It is a good one. >> Welcome. >> Yeah. Thanks. >> Podcast is rolling apparently. Are we rolling? >> Yeah. >>

That's great. That's a good way to start. >> That's a great way to start. That's just a ramble that we can just work in there somehow. >> Cool. >> Um, so >> what do you know about the podcast? Usually I do like before the cameras start rolling get a little intro to what do you know about the podcast. We can cut this bit out Amy if you want to. >> Yeah. So I've watched a few episodes. We talk with some creators uh like basically trying to understand what they do what their journey was like >> and what they know about organic. >> Perfect. >> Pretty much it. >> That's it. Yeah. >> That's pretty much it. And what I thought with this conversation and the

reason why I wanted to do it in the first place was I love it when so we talked to creators who uh built a profile a brand for themselves then they've used that brand to try turn into a career. >> Um and then we've also talked to uh like celebrity kind of thing. People who made their brand on traditional media. Yeah. >> And then have converted over to social. And then we've talked to people who have like got a business and then used that business to then grow a brand and then that brand's taken off and that and then what its impact on that business is which is probably where you guys fit into more as a category. And so kind of the thing the

the way I wanted to take this podcast is like a little intro to both of you. Start there real quickly. Um I'm not going to do a big backstory especially on like your shift story. Like there's [ __ ] enough podcasts and articles and [ __ ] about your story so I don't really want to get into that. They can go watch that if they want. I just want a little intro into who you are and then I want to go um I want to go back into uh like where was the restaurant before you started doubling down like what was it like and I know it was like a pretty tough grind at the beginning then I want to know about like when you guys like put your

head together and like [ __ ] it let's do this thing let's crack it what was that journey like and then I want to get into um you got some success we obviously had some virals and then where is it at now and then more importantly the end of the thing where we Yeah. Cool. >> That's kind of the trajectory I want to take. >> Cool. >> Bleed in whatever you want. However you want to bleed in. >> What we talk about, let me [ __ ] [ __ ] swear as much. You swear a lot. >> That's fine. We feel comfortable. >> Does that sound good? >> Sounds amazing. >> All right. So, welcome to the podcast, boys. Great to have you here. Thanks for flying all the way from

Melbourne to be here just especially for this podcast. I know you did nothing else in this country except come and see me. So, thank you so much. You just click that one out. Um Amy um why don't you give a little intro maybe start with you Andrea give a little intro to yourself and then we'll go from there. >> But my name is Andrea Vinali and uh I can't really say what I am because I'm a few things but let's say that it starts as a chef entrepreneur >> as a chef. Let's say I still like to say that I'm a chef because that's the thing that I really like love doing. Yeah. >> You know and uh then you know obviously restaurant and I

love doing business that I'm passionate about and uh a bit of a content creator too I guess. >> Yeah. Um, yeah. I'm more on the other side of the camera and the guy that makes the thing happen is he on my right. >> Yeah. But >> he's the pretty face, is he? He's the pretty >> I think he sells He sells himself short. He always does this. Like he's got a great mind as well. He comes blonde. I like to look and then I come with a bum and everyone's like, "What the [ __ ] This guy's m too guy." >> I love it. I love it. >> And t yourself. >> Yeah man. So uh I I had a few few past lives as well. I

was in software. I had a software development company, etc. I was living overseas uh in South America for a year. >> And the whole time I was making videos. I wanted to be a creator and like try and figure it out. >> And then I was like, "Fuck this. I'm closing the software company. I'm going all in on this video stuff." I came back >> and Andrea was was one of the f one of the first early projects that I started working on was was Andrea's projects. And so we actually made this YouTube video >> that we're never going to post because I had no idea what require like I was just jumping at like no script. Oh, I'm just doing the video, you know,

>> and a YouTube video, right? A 6 minute, 10-minute YouTube video is like >> it's like these guys got no idea. And I'm like, no, no, I'm doing it, you know, with my, you know, chef mentality. And then like maybe we just have to do this differently. I'm very sorry. >> But hold on, hold on. Give the This guy's like overseas in Fiji. I'm like editing the video back and forth. We send it through frame or whatever. So he edits, he reviews the video, we go back and and eventually he's like, "Okay, we're going to go and focus on short form content because we can get more videos out like that." >> And ever since then, we've been working together. Um, you know, we're business

partners now as well. >> Um, work on projects and dude, yeah, it's just >> I had no idea, you know, I had no idea like how much can take to do good content and you know, what it requires and he actually showed me that and then I was like, "Okay, [ __ ] Let's do it. Let's do it together." you know, and I learned a lot on that side, >> you know. Then there's a few things like about partnerships and, you know, understanding who to do videos with and what to talk about. I got visuals do the, you know, a few things I understand, but he's the genius of of, you know, >> we make a great team. We make a great team. >> Yeah. And that's

what it's always about, right? Like you can't do everything on your own. You do need lots of people around. Like as much as people like you and me think we can do everything on our own and go into business and do all the things because I'm probably a bit more like you and you're more like my journey kind of thing and the other people in my team that I have, >> you can't do it on your own. Like you need other people to pull you in line and be like, "Stan, you're an idiot. Andrea, shut the [ __ ] up. Do it like this." >> Yeah. Team is the key. And like be able to like work with people or or manage people or sometimes people has

to manage you. Yeah. >> You know, like with me happens very often. I think you did it today. But yeah, it's likewise, man. You know, you help me as well, so it's a big deal. >> But that's it, right? Like good partnerships, good teams. They're like a lot of people forget that actually behind good content and behind good like creators that they see that there is a real team behind it. They're doing a lot of it. It's very rare that the biggest creators are on their own. >> It's very rare. They usually got a big team behind them doing it. So, okay, that's cool. So, tell me a little bit like that first project like we obviously like tell me where the restaurant was actually

prior to that. Like I know that like it came out of lockdown. I don't need that whole backstory, but like where was the business before you really started posting properly in this new style? Because you were doing some content, right? You're doing like restaurant content >> just so like videos like you know like classic restaurant [ __ ] >> That type of content that you spend $2,000 a [ __ ] month and they're just putting statics. You're never going to get any result. But I had no idea. I was building a restaurant, right? >> And uh so before lockdown was good. We had a lot of press. Yeah. Yeah. >> So, everyone was talking about, you know, the thing and then the restaurant started becoming quite difficult >> cuz

we jumping. Okay, now we're restaurant owners, not delivery business anymore. >> So, I'm like, okay, let's do a marketing company, you know, social media marketing. >> And uh just no results. No results. And I was starting to watch videos myself to understand what these guys actually doing. >> And when I understood they were doing [ __ ] nothing, you know, I actually met him. He was coming from um um you doing a job for newspaper Delicious 100. Yeah. And he came to film and then we started having a chat and blah blah blah. >> But it took a bit before that I could understand >> you know the whole thing >> but yeah definitely with him was good because we were you know on the same level

having fun and uh you know similar goals. So we just [ __ ] got to work but we spending whole days together. Yes. >> And no none of us was getting paid. I was but anyway anyway but like um I think go more talk a bit more about like uh >> the the first few times you're starting to get recognized in the street you know people coming into the restaurant as well talking about the videos >> that's after that after that we started making content and >> yeah yeah before wait before we get to that cuz I want to know about that too but like yeah I think you're going to the same place like well one yeah one how was the restaurant like because you had

a lot of good press and stuff but like a new restaurant's hard >> 100% and also our decision Our decision was to do what and this is just from the restaurant side on marketing to do what we want to do. >> Yeah. >> And that was the [ __ ] worst decision of my life. >> Yeah. >> Because uh you know cooking for people is not about me. >> It's about them. >> Mhm. >> So when I understood that you know I had to do what people wants and then there's a bit of compromise because I can still do it in a way that I like to do it. >> Yeah. >> And the videos are the same. >> Yeah. We're producing video for us or for

what people wants to watch. >> Yeah. >> And so it's very similar. And then you know we changed that before in the restaurant. >> We brought the restaurant down because it was just high we were trying to do high dining deation blah blah blah this kind of stuff. >> And then um you know we're like oh but what does people actually want? >> Yeah. >> So we want to be more simple. I actually I actually say I think there was an article about Yeah. So we just lower the price and then we just went back to do our thing >> but understanding more people giving people a chance to come in for a pasta and a glass of wine and leave >> and with marketing

he actually explained me at the start that the video is not about what I want to deliver. >> Yeah. >> It's about what people want to see first. >> Yeah. >> Because we have to build you know interest. >> Yeah. >> Then we did the same thing and now we can tell them. Now we can tell them what we want to say because they're already watching us. >> Yeah. >> You know, so yeah. >> And so then so you did that, you then started you you met you started to have a conversation around like making videos and whatnot. You you explained this idea to Andrea that like the videos that you need to make are for your audience, not for yourself because you're not the

one watching them. They are right. How did that go from that idea to the first lots of videos that you started to put out? you know, like obviously like fast forward a few bits, you've gone done the turisu thing, you've done all these things, right? And we'll get to there, but like there was those first bunch of videos you started to make. Like how did you go from >> Yeah. What was that process like? What were you doing? Like how were you figuring that stuff out? Cuz some of that stuff was real good, >> but like >> it was a complete departure from we where obviously you got involved and but like what was that like? What was that process? Like how were you guys

figuring this out? How did you just let him tell you what to do? >> We spoke with We didn't It was No, no. It was like a collabor like seriously. >> Yeah. Yeah. >> Do you want to say or >> I just think we spoke with a guy also. I don't know if you remember. >> Some real smart. >> Yeah. That we actually asked you a few questions back then. Yeah. >> And actually talking about the conversation that we had, >> I remember you telling us to view it as >> a TV show. >> Yeah. >> And I couldn't [ __ ] get it back then. >> Yeah. Okay. >> But now me and Ta look at each other like, >> "Ah, >> that's that's the thing

that he meant." And you know, a few things that we discussed back then. Yeah, >> you know, that really helped. >> That really helped >> you you were saying. >> Yeah. So, I think that so definitely that conversation with you that helped a ton. >> Yeah. >> As we were getting to that conversation, >> Yeah. >> Andrea is very open to trying new things. Okay. So, he's he's like, "If I'm going to try this thing, I'm going to try this thing." >> Yeah. >> There was still some reservations. >> Yeah. >> So, when I'm was I was presenting ideas, he's like, "Okay, I don't really see it. Explain it to me." And then I would be like, "Okay, well, this is why we're saying this.

This is the message we're trying to say." He's like, "Not I don't I don't get it, why are we doing this? You know, so it just be a constant like explanation and then he would come back to me and be like actually this is how we should do it or this is what we should say or this is the message we should be trying to say, you know. So it's that collaboration and I think what ended up happening with that conversation with you is those final bits of resistance they were removed. >> Interesting. You know >> because I think you you had like you have that presence, you know, it's normal, right? You you've you've achieved the team, etc., etc. So you're already it says

a lot more. Yeah. Um the authority that comes with the weight of the words. >> Yeah. Exactly. And I think that >> and then also like the learning process that I did before to being on the other side, you know, really understanding that people doesn't really give a [ __ ] >> Yeah. >> You know, so like in general, why should I give a [ __ ] >> You know, why should I worry so much about and you know then when you actually understand the picture and also you need to understand that so people is watching something but tomorrow it's gone. They got a new thing that they're watching after. So there's no all this, but as a business owner, we're like, "Oh, this has to be like that.

This has to be like that. This is very classic of a business owner." But then when you understand that you're not actually benefiting yourself like that. >> Yeah. Yeah. >> I think also just seeing behind the curtains and really understanding like just the work that's involved. And he he he started editing videos. >> Yeah. Yeah. Yeah. >> Really just so he could understand. >> I couldn't get it. So that's what I do with everything. >> I'm like, "Okay, now to understand the thing, >> I'm doing the job with you. >> You're going to hate this." and you got but I actually now so I actually now have done a few videos myself script and posted and I and I reached 20 million views. >> Yeah.

>> So that helped you know >> you got the proof now you know so and he was like [ __ ] I've done a good job and I'm like yeah I've done it you know that kind of thing but I could never get there but you know this is a this is this is a mentality of a a businessman you know you're going to see the thing before then you how you can judge who is driving the boat or the car if you never drove it. Yeah. Yeah. Yeah. >> You know, so >> I agree. >> So that's that's what I >> I really agree with that. I think like for business owners and stuff who might be listening um when you anything inside your business, you

need to know if you're delegating what success looks like. Like you need to know what's a good how is that person doing a good job or not. And if you can't like and it's real easy when you come from hospital because like if you come up as a chef it's real easy to know if this guy's chopping the onions right if you're the exec chef because you're not going to become the exec chef or whatever if you haven't gone through that process all right >> but the thing that changes is when you go from being an exec chef to a restaurant too and now you're like well I didn't used to have to figure out how marketing worked when I was chopping onions and there's

like a real big learning curve that a lot of people don't go through and a lot of and and that happens in all industries like I see engineers doing the same thing. They were really good engineers. They go start an engineering firm, >> but they didn't do coming up through the ranks. They never did any marketing or any sales or any other [ __ ] And now they're trying to tell marketing people what to do. And the marketing person is like, "Let me do my job that I know I think you need to do this." He's like, "When have you ever done marketing?" Never. >> So, shut the [ __ ] up and let me do my job. But they don't because there's now ego. >> And then they're

not willing to like jump in and learn how to edit. >> Yeah. >> That was like me. Like when I >> uh we started doing Tik Tok. when we first cracked it on TikTok, I was like, "Okay, fuck." It was 2022 we first cracked it and I was like, "Shit, I don't know the platform well enough." So then the whole of 2023, every single day I like uh recorded, edited, and put out a video on my own channel because I was like, I have to know this inside out like just, right? Like just got to get in there. >> It's the only way you can do it. And I don't think a lot of people do it. They're like, "Oh, I'll just hire someone else

to do it." People come and hire us and they're like >> trying to tell us. I was like, "No, I know what I'm doing. Unless you're going to come in here and do it with me, shut the [ __ ] up." They won't. >> So my advice to a lot of business owners is what you do. Like it's that's perfect. >> But >> this is what you say that's why I came and do it too. >> Yeah. >> Where someone challenges me I'm like [ __ ] But it wasn't a bad challenge. I think it was the best challenge that you know and the good thing of me and him is that we always have open communication. >> Yeah. >> You know and this like I say what the

[ __ ] is this? Why why are we doing this like that? But then he actually taught me >> and now he has a partner, >> you know, and then I'm applying my skills that I have in business, you know, and I help him and vice versa, you know, so >> learn each other. >> Go back to the thing of before the team is the key, you know. >> Yeah. Everything you going to say? >> Yeah. How did you So I remember those first videos you you started doing, they were like the voice over B-roll video. >> Did you have any Did you have anything in your head of like this is going to be [ __ ] I'm going to get judged. If you did, how did you

get through that? Nah, >> that's sick, man. >> He doesn't give a [ __ ] >> I don't give a [ __ ] No. Like, >> not even one. No. No. But not even one thought. >> Nah, I I still don't. I just don't give a [ __ ] Like, I don't know if you've seen some of the videos that Amy makes of me now. There's some of them are [ __ ] stupid. She put this one out of me doing yoga the other day. >> Yeah, I saw that. >> Oh, [ __ ] But like if that if I actually cared, I'd be like, "Pull that down. That's [ __ ] stupid." Blah blah blah blah. But I just don't care. Like, she's learning. She's figuring stuff out. She's getting attention. You know, it's funny because

I I you post that video. I'm like, "Oh, the guy does yoga. That's kind of cool. I want to do yoga." Oh, that's kind of cool. >> I'm an influencer, man. Influencing people. >> Like, [ __ ] hell. No, but but that's it. That's exactly it. >> That's exactly it. >> Yeah. >> I could sit there and be like, I look like this fat [ __ ] [ __ ] trying to do yoga and but then I've just put something out because that's what I think. I could think that. I could think that. >> But then you watch it going, "Fuck, that's actually pretty cool." Like yoga is not just for little yoga girlies doing things. Maybe he's trying to take care of his health. Maybe I maybe I've got a

sore hip. Maybe I got >> That's exactly what I was thinking. I was even thinking like he's doing it with his team. >> And so you don't know how people going to react to your content. The ones who if anyone reacts to my content like >> look at this [ __ ] doing yoga or something, right? Being an idiot about it. >> Well, that's not on me to care what they think. Like >> that's their problem to deal with. Like I don't have to deal with it. I don't even know that they think that about me. >> Like how do I even know? Why why we should worry about in the first place >> out of the fact that I think every business owner should do either

yoga or meditation otherwise you take volume you know like one of the three you're going to do it >> yeah you need some way of like if like some meditative process like for me most of the time it's um these days at the moment it's like going for a run because like you're out on the road and like you just get in your own head process [ __ ] and that's my like some meditative we've been doing yoga recently it's part of like a client's campaign that we've been doing so we've been going along and doing it got it tomorrow uh as well. Um it's [ __ ] hard. I suck at it. I'm not built for being stretchy. I'm like lift heavy things kind of guy. But um

but to your point of like how did I ever get over that idea? It's just like I think for me it's like quite like an old thing from when I was a kid. Like I'm one of four boys. Uh I'm the second youngest and like I was like kind of the forgotten kid. like the proper true middle child of just like forgot. I wasn't the youngest, you know, baby of the family. I wasn't the oldest who was the loud and favorite. >> And then my other brother who was also middle child. He was kind of like the black sheep. So he was the bad boy. Like he did all the bad stuff. Got in trouble all the time. So he got beat up or dunk

cuz he was a dumb one, right? >> Um well the not I shouldn't say dumb one, but he's a bad one. He did all the bad stuff >> and and very alternative >> perspective on life to the rest of us. >> Um he's not like that now. He's like a loving father and really good and the engineer and sort of stuff is like such a flip on it. But anyway, I was like sort of the forgotten child. I was also like half Pacific Islander, half white. And so growing up like I didn't really fit in with the white kids. I didn't really fit in with the Pacifica kids. Um and so I was kind of like, yeah, too white for brown boys, too brown for

the white boys. Um all my cousins were girls growing up that were my age. I never really had lots of guy mates and so I never really found like a a group of people, like a click that I belonged to. And actually my group of friends growing up, there's like five or six of us at high school. We were kind of like the click of clicks if that makes sense. Like everyone in our group like me is half Cook Islander, half white, we had a Indian dude. We had this like the ducks of our school was in our group Kyle. Like we had all these people who were like members of other groups, but we formed a group together. And so we're like this weird

misfit group of misfits. So I never really felt like I belonged my entire life. And then what ended up happening is I became an adult. Now, with clarity, I realize that like we often uh worry about what people think of us because we're worrying of what our group thinks of us. >> We're going, "Oh, this group of people that I identify with think this way about me, and I don't want them to think that because I want to stay in my group, >> but I never had a group, so I'm just Stanley, so you can't judge me because >> you're not a Stanley because there's only one." >> And that's what I realized long later on that like I I don't have this group that

I belong to. M >> and just one of one and it sounds a bit like arrogant. >> No, it's sick actually. >> No, it makes makes a lot of sense. I actually relate. >> Yeah, >> because different for me because I actually had a lot of groups but I always changed them. >> Yeah. >> I'm so uh my mom is South African. >> Yeah. >> I'm born in Italy. Okay. >> And in Italy I was the Africano. >> Ah yeah. I guess >> you know or the >> you know and then I come to Australia and I'm the [ __ ] Italiano, you know. And now when I go back to Italy I'm the Australiano. you know, and it's always been like that. But also and and

I but I had groups I had a group of friends. >> I had a group of friends like the in Italy we're going around with scooters [ __ ] being you know all the kind of things >> but then I was going with the nerds too. >> Yeah. >> I was going with the skaters. >> Yeah. >> I always been >> Yeah. I was the same >> and you know exactly like that. And the skaters were telling me why you [ __ ] go with them. Yeah. >> You know I was I was playing in a group. I was playing drums and then I go dance techno and they were like what the [ __ ] are you doing? Can I just not do what the [ __ ] I want? >> Exactly.

You know, I was the same >> like that. I'm like that. But then when I open a business, >> Yeah. >> I just like I had to be perfect. >> Yeah. Interesting. >> You know, it lasted for a few years then. >> Do you think that comes from being a chef though? Cuz chefs chefs are very much like that, right? >> Chefs are down and I'm a chef. >> Yeah. No, but but like No, but No, no, but the way >> the mentality that we get taught to the pride that we get. Sorry. >> Yeah. No, no, that exactly. That's what I was going to ask you. Yeah. That exact thing >> is chefs. So, we we we need to be soldiers. Yeah. We're taught

to don't complain. >> We're taught to don't suffer. >> We're taught to just get it done and and suck it up. >> Yeah. >> And uh it's just such a thing, you know. That's why most of the chefs have mental problems, mental issues. >> Yeah. >> And uh you know, we don't cry. >> We we just has to be stronger because he's one of the toughest jobs in the world. >> Yeah. >> You know, chefs in crews and you know, like whatever wherever you being a chef, it's tough. There's heat, you go mental, you have to do it anyway. People has to be fed. you can stop. You can let the team down. >> So, yeah. And uh I just wanted to do it right

because of my pride. >> Yeah. >> Oh, no. I just give a [ __ ] a bit less. >> Yeah. You know. >> I I can see that cuz like um the chef worlds like real paramilitary like they they still operate like the military brigade chefing brigades did. >> And so all the chefs I know have this high standard of themselves because they've like forced into it. Like you just have to you can't, right? Like the way you chop stuff has to be a certain way. It's still [ __ ] chopped. It's like, no, it's not chopped, right? Throw it out. Like I remember my old chef on my old proper French chef, right? And he like >> he would just have his apprentices chop stuff and be like,

"You haven't done it right. Throw it all in the bin. Start again." They're like, "We've been chopping this for four hours." He's like, "Okay, you're not going home until it's done." You know, just that sort of mentality of like until you get it perfect. >> So that's what I would have thought coming through from you. When you ask me that question though, why is that top of mind to ask in a podcast like this? It's like where does that come from? >> The perfection thing, >> the thing about me caring if what I put out there at the beginning, if it's [ __ ] and what not. >> But I think most most of the business owners I talk with are worried about that and are worried

about a perception and worried about like looking stupid in front of their customers, their clients. >> And >> I'm not good on camera. That's the >> I hear that also. I'm not number one, I'm not good on camera. Number two, I don't know what to post. I don't know what to say. You know, number three, I'm not sure if this fits my brand, bro. You don't have a brand. No one knows you exist, man. >> Yeah, true. >> You know, so you know, but it's just interesting that you like >> you just had the I just wanted to understand if you had any sort of conversation with yourself before you just started posting and started making the content. Um because like I watched you a

few times there was a few days or a few things that you didn't post. You you're busy. You were just like no this is >> and then you came back and you're like okay this is important. So I wanted to understand sort of the thinking through that. Yeah, the um in 2023 it was non-stop for 360 days. >> In 2024 though and this year there was lots of like coming back and forth. >> Well, you were traveling New York etc. Right. >> 2023 was um I just stuck at it and then I I got it done. Uh and then I stopped right at the end of December was [ __ ] stupid. I should have just It was like seven days. I should have just gone longer.

But anyway, um the thing that I find helps people get over that hurdle is uh >> the analogy I use is did you watch South Park growing up? >> South Park. >> Absolutely. Yes. >> So >> I know it. Yeah. >> You know of it, right? Like it's pretty crass. It's pretty like outrageous of what they say. But if you go back to the original South Park episodes, the first season compared to the last season, >> the level of crassness from one to the next is like outrageous. the stuff they do now >> would never have flown back then. They would never have got it across the line. It's crazy the [ __ ] they get away with now. >> And when you watch and you listen

back to the guys who helped them get it through. There's this one particular woman who used to talk to um >> uh the the Comedy from Comedy Central used to talk to the authority boards and stuff to try to get their episodes approved because like literally they'd finish the episode, >> drive it to the station and be like, "Okay, can we can we push play on this now? Like it's got to go live." And they're like, "Fuck, we got to get the authorities to approve it." Blah blah blah. And she would be like on the phone trying to get these episodes of proof like they've said [ __ ] again. It's like yeah but like they [ __ ] always say [ __ ] Like you got ah yeah but they

said they're going to kill a baby. And it's like yeah but like come on like we got to get this through. So, so they eventually like get him through, right? And then just by attrition over the years, the things were just a little bit more >> and just a little bit more until now they like can say some [ __ ] >> that's just like absolutely like crazy >> because they've just like added to the authorities are like, "Okay, I let a little bit in. I a little bit a little bit in." >> And they're probably they're generating money, too. >> Well, of course, and they realize that like the backlashes are not coming and then so they they get desensitized to stuff and then it's all

relative. That's probably where I was trying to get to there. Everything is relative. >> The episodes today relative to the episodes yesterday are not that much worse. >> But the ones relative to 10 years ago or 20 years ago are [ __ ] crazy. >> So when you're working with a client, the same thing applies that you just start less. You just have to know this is where we need to be. I can't get them there today. So, I'm just going to dial it right back. And I'm going to go, what's the easiest thing I can do with them now? That's still decent enough, good enough, but actually I know is the first step I need to take to get them to here >> because I can't

just throw someone in deep. >> Yeah. You can't do the wheelbarrow sue like straight up. Yeah, fair enough. >> You just can't do that. >> Yeah. >> What the problem we have is like content creators or business people or whatever, when we know the outcome that's needed. >> Yeah. >> We become an evangelist for it and we're just like, "No, you're [ __ ] wrong. I know I'm right. I've done it. I've got them things. I can prove it. >> Have you done it? Yeah. The question is, have you done it before? >> Have you done it? >> No. So, why why we talking >> exactly? And so, we just get on our high horse, right? But you're trying to talk to them as a client. >>

So, when you're talking to a mate, tell you may shut the [ __ ] up and do the thing. >> When you're talking to a client who's trying to pay your salary or pay you money, >> your job isn't to um tell them off. Your job is to like take them on a journey and get to where they need to be. >> And we've done that with like a bunch of our clients. Like some of the stuff that we can do for clients now with like big corporate brands that let us pull off crazy [ __ ] >> We could never do that at the beginning. Like at the beginning it had to be like really PC, really just doing stuff. Like the first content we're making for Pizza

Hut. I mean not that our Pizza Hut content is necessarily crazy right now, but the first stuff we're doing was so boring. >> And I had people reach out to me like, I know you're doing Pizza. You guys suck. Like why are you doing such [ __ ] content? It's like, mate, I have to. >> How do you handle that? But how do you handle that? like >> from people telling me, >> "Yeah, >> oh no, just don't give a [ __ ] >> I just told them I just told the truth. >> I just told them what I just told you." >> And like, you know, this will go out online. And it's not that Pizza Hut are a bad client. It's just that they were scared. >>

Yeah. >> They were doing stuff for the first time. They're like, "Fuck, this is crazy." >> Yeah. >> Of course, they shouldn't be just listening to some dude who started his business three years ago, telling them, "Bro, do the thing." >> You know, they I had to prove it to them. And so what we did is we worked together and I had to earn my stripes. I had to be like, "No, then we proved to you that I can make this work." As a team, we slowly did it and did it and did it until now. Oh, what the >> what is this? >> Oh, is that like a >> weather warning? >> Emergency alert. Tsunami advisory. >> Holy [ __ ] >> What? Russia. What? >>

Why are we getting a >> What the [ __ ] Are we filming this? >> Are we [ __ ] filming this? >> 8.8 earthquake in Russia. Oh, this is a this would be a a scam. >> No, no, no. This is true. >> That's [ __ ] >> Okay. Well, well, so if you're watching this, we survived. >> Uh, if you don't watch this, then [ __ ] we know why. >> Jesus, >> it's crazy how scary. >> These happen all the time for us. >> Oh, really? >> Like >> these things on the phone, this little emergency thing. >> Like if there's like a weather warning or some [ __ ] >> never happened to me before. >> That's all right. >> It's a weather warning thing. Like if crazy stuff happened. Reason

being is um >> Can I get some water? >> Yeah. You want some water? >> Yeah. No. Wait. Get Amy. Amy. Amy's very Oh, you got it there. Oh, you got it next door. Okay. Got it. Got it. Got it. It's got next door. >> That's right. >> That's so funny. >> That's crazy, man. The the whole emergency thing. >> That's wild. >> Nice. >> Is this okay? >> Yeah, of course. Of course. It must have been on. >> Oh, no. I'm good. I'm good. It must have been on the uh >> you guys get these alerts often. >> Oh, not often, but we have had it before. >> Um >> yeah, >> so like No, so like we've had um it started because we

had a few natural disasters, people didn't get notification of it. So like when we had the Oakland floods a few years ago, >> um >> we were So the Oakland floods were real bad, right? Like people's like houses got washed away. People were [ __ ] Like it was crazy. Like there was water up, you know, all over the place. And um we were on a staff outing on the day and we were playing bowling. Oh, we're doing bowling at the local bowling club. We left there went to mini golf in the city and it was pissing down rain but we just doing it. Then we came back to the studio down the road and um we started looking our phones and people were like getting sent

home on these buses that were like the bus the waters up to here and the bus and stuff trying to get home from the Alton John concert that got cancelled. It was all this stuff. We're like wait what's going on? And then we saw all these Tik Toks people like all this floods happening and like the floods had like were just behind us. Like we'd left the bowling alley and the whole bowling alley flooded. And then we got to the holy moly place to play thing and we left that and the whole thing flooded and then we got back to our thing and we and we were like why is everyone crazy? We're like holy [ __ ] We were just there. It's underwater. >> Holy [ __ ]

>> Cuz these emergency things went off. >> So now they're like people didn't know that [ __ ] was happening. >> [ __ ] >> We should have been We should not have been on the road. We should have come straight home. Now, >> so that's what these are for. Okay. >> These are go guys, I don't know where you are right now, >> but just in case >> and >> that's great. That's great. That's great. >> Just in case. Cuz like what if we went to the wrong place, >> you know? >> Yeah. There was like 15 of us, >> you know? Like I could have wiped my whole team out >> playing save some wages. But >> also, if you don't die of a heart attack before

[ __ ] thing, then you can survive later. >> Yeah. My anxious person. I want to see the recording. I know my face. >> What is happening? Are we all dying? >> We'll have to pull We'll have to pull that one out as a [ __ ] >> I think that's a sick shot. >> Yeah. Yeah. Yeah. >> That's a sick shot. My face is the hook. >> We should probably try to pull that tonight. >> That's my face is the [ __ ] >> Everyone in Oakuckland right now. >> Yeah. On the North Island. >> That would be great. >> Um >> Yeah. I don't even know where. So, we're just talking about like like getting >> just getting them up there, man. >> Okay. >> I think that like

we're too eager to just get to it. It's the same thing of you're doing the same thing they're doing actually. Like I shouldn't say you because I don't actually know the situation, but like >> you want your content that you make for them to be perfect >> and to be great. >> And so I'm willing to compromise on your abilities and what you're doing because you're like, "No, this is my work. I'm proud of it. I want to do good [ __ ] I can I know I can do better." But actually, that's not your job. Like when you're marketing someone, your job isn't just to make the best content. Your job is to like take these people on a journey and help them build up their

confidence and their levels of like knowledge and understanding of where they're getting to so that it's a long consistent approach to content >> because you know bringing it back to you guys like if you had have just had the term video and that's it. What would that have done for your video? That one video that your business >> the viral video doesn't do [ __ ] nothing itself. >> Exactly. nothing itself is actually you get more followers for videos they get maybe 10,000 views >> you know >> it's the consistency right it's paid off over time and so that's for your client is the most important thing like >> if you get them to do the crazy stuff straight away >> and they aren't really comfortable with

it or whatever and maybe they get one client one person who's like mate you look like a ticket in that video >> kills them shuts them down >> so you got to slowly bring them up to it because that's actually your job your job is to get them to feel confident doing it not just to make viral or great videos. >> Your job is to get them to feel confident, to be consistent, and then play the long game so that compounding effect happens. That's kind of how I think about it, too. >> Like with pizza as a good example, like love pizza as a client, awesome client, >> but I couldn't just do the [ __ ] we do now for them at the beginning. They would

have just been like [ __ ] way, we can't get this past the board. >> But now they've proven success >> and now they can do it. >> Yeah. It takes time. >> Well, like I I see that also in business out of marketing, you know? >> I was watching other restaurants and like how the [ __ ] they do it. Yeah. >> You know, and now for me seems so easy. >> Yeah. >> And I look myself back and I'm like, "Such a [ __ ] idiot that was." >> It takes time. Yeah. Yeah. >> Yeah. Yeah. So tell me. Okay. So tell me a little bit about um that those videos that started to go and pop off like obviously I think still for now the ter's the biggest.

Is that right? Yeah. >> Yeah. So but there's a there's a handful of them now that have had these like tens of millions. >> There's one that we had to take down by the way. >> Is there? >> Yeah. Which one you want to say? >> Do you want to say it or >> Yeah. We got sued like >> Well, we did it. Hold on. We didn't get sued. synthesis. We got to say, >> do we want to say we want to say the Should we just say >> Are you allowed to? >> I'm not sure. >> We'll just beep out the name. >> There's a pasta brand. There's a pasta brand that I don't really like because they claim to be Italian and they're

not. >> Yeah. >> And the pasta is not done in the way that I believe >> that is the best way to do pasta. >> Yeah. >> So, I just say my opinion in the video. The video apparently have done very well. Something like 12 million views. >> Yeah. And plus, there was a video uh we've done a bit earlier. I didn't do that well, but I was breaking the pasta and throwing it in the bin. >> Yeah. >> And uh >> I think you did 30,000 40,000 something. >> Okay. But anyway, so we got a letter, you know, and uh but I'm just saying my opinion. >> Yeah. >> You know, so for respect of a business because, you know, people doing business, >>

I took the video down. >> Yeah. Yeah. >> H I just don't want to go, you know, there's no point, you know. I know that I can do this stuff because I double checked, you know. >> Of course you can. >> You know, I'm just my opinion. >> But yeah, so yeah, there's a few there's a few videos and uh there's some the first one actually I think was uh him saying we're doing this was very organic like we did it without planning, right? >> Yeah, the first one. Yeah, >> we did it without planning and then told us a lot. Then there was a few the tamisu will borrow. Sorry. Yeah, I think just like give yourself a bit of credit in terms of

>> so one thing >> how I look at it is idea one of the most important things of the video >> if the concept isn't fresh if the concept isn't unique is it's not new why are you even making it but you can still go and make trends and you know there's there's still a way to do that but that's the most powerful thing and then you get the hook and then you get you know the visual hook the text hook all these sort of things >> but I think one element that really gets missed >> is the actual person in the video themselves >> that's quite Good. >> But no, but like this guy developed over time. He's he already had you can tell

he can he can speak you know he can communicate >> but not really in English but I can there's a level of charisma that people need. >> And so like even when he first started we started making videos on camera that was there and I was like [ __ ] man what is who is this guy like he taught me a few things to on on camera right where I started incorporating moving bl >> energy. Yeah. >> Yeah. Exact etc. >> Yeah. Because I have too much of it. >> Yeah. But but but what what really helps there is like I so I might work on other projects with other people >> and I have to think about them and how they're going to be on camera.

>> I don't have to think about how he is on camera as much because he'll be able to see the idea. We'll talk. We've worked together long enough now like I know what I need to do on video, you know. >> So uh and then there was a second >> but even like with the the first tiramisu he added something I never thought of. >> Yeah. So, first of all, the massive mouth. I need to say this massive mouth. When I was recording on So, in the kitchen, that's a very relatable and I've done it organically in the kitchen, you know, you don't have like much time to do >> you [ __ ] in front of the thing. You don't want anyone to see you that

you're taking a break for the same pride that we were talking about before. So, bum. >> Yeah. >> Back to work, you know? And I just have done what a chef would have do. And there's so many restaurants, they actually go through that moment in the back where they, you know, spoon in the course. >> That's why it's so relatable. >> Plus, you know, the haters, they help us a lot. You clean the spoon. There's a [ __ ] 10 spoons in front. >> He planted the he planted the spoons >> on purpose. And I say, you know, I put these spoons here because someone is going to say, and if they say, "Well, is there on purpose, >> you know, and that's exactly what happened." And

then, you know, someone is saying, "But he eats it straight after. Do you see that actually gets bigger? He's [ __ ] cut the video." >> Yeah. Yeah. Yeah. >> But so like taking that like putting that into a bit of a framework formula. We're starting now to design the comment section. >> Yeah. >> Right. Like we we think about like and we don't we're just subconsciously doing it because we're like how do we make the best video, the best reach, the best interaction, etc. >> So we're designing like all these little experiences, all these little nuances throughout the videos. >> Yeah, I love that. >> It's so good. the the the only thing that then go into the wheelbarrow because there is something that I do

give a [ __ ] and I can't change it and he's wasting food. >> Yeah. >> I just can't stand the videos where they waste food just for I don't know like >> Yeah, I get it. >> You know, and uh so the wheelbarrow tiramisu there was a moment that the tiramisu was going viral. This was actually two years ago. >> Yeah. >> And that's when I said the first time I should do a wheelbarrow. >> Yeah. Yeah. Yeah, >> you know, and I always had this thing, [ __ ] everyone is [ __ ] scooping this school, you know, >> and people find it so interesting. >> So I'm like, I'll do it in the wheelbarrow. >> And then we we always spoke about always spoke about it, but I

never really want to do it because I don't want to waste food. >> Yeah. >> And then one day I said, you know what? Let's do a fake. >> Yeah. you know to give the same effect you know at the end what we're doing fiction like you know when you watch a movie it's fine but then if someone does it on social media oh you faking of course when you watch police movies are they real >> yeah exactly >> but anyway so we've done it and [ __ ] amazing and we started a a trend because people started putting in cars and >> the youths and they actually stole our idea too about who >> no I love it and it's waiting to the idea >> like

and that's like It's great when people take the idea. >> That's the best thing ever. >> You know, you stole the script. >> No, no, no. What is saying? There was a second video we're going to make. Yeah. >> They literally stole the script. >> Ah, >> yeah. I said after this, we're doing this and this. There was another person with us filming. >> Yeah. >> And that other person went to do it with someone else. >> Really? >> Yeah. Okay. So, they actually stole the script. >> Yeah, that's what he's referring to. Yeah. >> Oh, that's [ __ ] >> Yeah. You can comment under here, by the way. >> That's [ __ ] You're a [ __ ] >> They're [ __ ] Why did they do that? Oh, that's all

right. That's all. I'll be I don't give a [ __ ] >> Did you still make that video? >> Um, so I tell you, I'm happy that I didn't do it >> because just first of all, our video >> be the best. >> Well, yeah, >> views and blah blah blah. But >> I want to ask about that actually. Sorry to cut you off there because I want to say on that like what did they end up finishing on? Like 60 million or something. No. What's it at? >> Yeah. >> Well, on I think on Instagram alone it's it's 55. >> Yeah, 55. Yeah, that's that's where I um where I was pulling the number from as well around that 50 60 mark, right? But you guys

did something really interesting in there because that video um there was two parts to it. There was two versions of it. >> I'm glad that you saw it. >> Yeah. So, did you intentionally go out originally with two done already? >> I have I've done the first video because I knew that I was going to do the second one where I showed that I'm not wasting food >> cuz that's the only No, no, no, wait, wait, wait. There's two versions of the wheelbarrow. Uh, you want to tell the story? >> Now, I understand. >> You want to tell the story? >> Uh, you you Okay, I don't give a [ __ ] I'll say I'll say I'll say >> I'm happy to say if you want to

add in a little bit. >> I don't give a [ __ ] Oh, you start. You start. I sp an hour. >> That's fine. You've said amazing things. Anyway, it doesn't matter. Um, so there wasn't Yeah. So, the idea was that we were going to do a a collaboration. >> Yeah. >> And we're going to bring this video to life with with another um >> page. Yeah. Right. And uh it kind of, you know, from what the deal was or the discussion was, it changed. >> Yeah. >> And we we weren't as involved in in the production and the edit of that video. >> Yeah. >> And we saw it go out and we both weren't too happy. >> Yeah. >> Right. >> Yeah. And so we

wanted to do like want to collaborate doing it in our way. Wanted to do the edit >> and uh you know just like no no. >> So yeah. >> Yeah. So we s and we with that edit we saw so many things that were wrong. I think the video was like 20 seconds. We were like, "Why is this so long?" You know, we just saw so much. >> So, we get together, right? I think we got together like >> straight after the video was posted and we were commenting, "We could do better." And you're like, "Oh, but we're not going to offend you and stuff." We were like, "Just [ __ ] do it. Let's just [ __ ] do it." And we stayed until midnight. We did edit

the video again. We put it out. >> Yeah. >> And then I think that because it was just going out of our page. >> We put as a trial reel first. >> Trial reel. We I didn't resist and I just [ __ ] >> posted because it started getting traction and we're like [ __ ] this might be a monster. >> I'm leaving. I'm leaving. >> We're seeing the 3se secondond hook rate. >> We're sitting on 50. Like our followers are not huge you know for people is very hard to follow restaurant but it's growing quickly. So >> but anyway the other page the page that was you know 4 million 2 million >> 3 million 3 million followers. >> 3 million. >> So you know you got that

point right? Yeah. Cool. >> But we actually seeing by the analytics they were going faster than them. thought the video is [ __ ] rocket shipping. >> Yeah. >> Right. >> And uh >> but the other platform didn't ask us to post it page in order to >> and then when actually passed them >> they requested the partnership >> is that >> and then rocket shipped again because obviously knew you know you know >> but yeah so that's how went but definitely the guy here better >> in this case you know we don't want to offend anyone. >> Yeah. I was wondering was it oh let's do a bunch of edits because we know this is great we put all the effort into it or was it

because the first one came out I was like oh like it's really good it's funny but I was the same I was like ah man the amount of effort that went into this and there was just these things you could have tweaked and it probably would have I I would never have said it could have done 60 mil because that's crazy >> but you know [ __ ] this could have doubled or tripled its viewership way just by little things >> and then what was it was it the next day or that It was real close, right? And I saw the next one come and I was like, "This is it." And I was like, "Oh, I wonder if they already had that or not." >> But

what I love is that you just did it anyway and posted it. And I think that's so good cuz like >> so many people don't. They like put out a video, it flops. They know it's good, but it just flopped and they're like, >> "Fucking just reedit and do it again." Like no one no one gives. No one saw it like Well, in your case, people did still see it because they had the following back on it. >> Okay, that's interesting. Thank you for telling me that. Then the the collab, tell me about that for people because like it's genius what you guys did there in that space in terms of not a lot of people think of that. How did that come about? Like

how like if someone else is thinking, oh, I want to do something similar. How do they go about like one reaching out getting that collaboration? How tell me about that process. >> So first of all, this is the guy that that if you ever need to know a guy, this is the guy, right? This guy knows a guy. I just pick up the phone and start calling [ __ ] everyone and I find out. I find out when I want to find out. >> So, it came it came from the first video. >> It came from the first Tiramisu draw video. >> Yeah. 100%. I want to answer to him going Priya though because we collabs like I've worked hard for collabs. >> Yeah. >> And until

you know viral, no one wants to [ __ ] do. >> No one gives a [ __ ] They all say no. And then >> when you get the first viral video, are you saying no? >> Yeah. you know, so this is and now I think we got some stuff in DMs that, you know, we're just not crazy, you know, we're just not even checking, >> but that's how it is. It's all a perception and, you know, >> Yeah. Yeah. >> But yeah, so >> so they just reached out wanted to do or did they want did they reach out going, "Can we repurpose your content?" Was that that sort of thing? >> I think these guys just reposted the video to start without asking. >> I can't Yeah,

I can't really remember. Something like that. We had a few people ask for the rights. Yeah. A few people ask for the video and then a few people just >> give us a contract. They send you a contract because they want to have the rights of the video so they can utilize that for ads. >> Yeah. Utilize it for whatever. Yeah. Good old ad bible and all those. >> Yeah. Yeah. Well, exactly. >> I mean, that's how they make their money. Fine. >> Yeah. And those contracts, some of them are real dodgy. >> They were crazy, man. >> Some of them own your content in perpetuity from now and all the content you post from now on. >> Makes no sense. >> There may be

some banana that signs it and that's when they make the money, right? >> They own your whole channel. >> Yeah. There's no [ __ ] way of signing anything. >> That was wild. I sent an email back. Yeah, I'll sign this, but you need to give me 20 million. Like, >> well, I think we did some stuff like, "Oh, yeah, we're happy. There's a large price." And they just stop responding. >> I've had a bunch of people who like take my content or take our content, put it into a long form YouTube clip, put it on YouTube because they monetize it on YouTube, right? So, they'll get like >> 200 viral shorts and just make a long form on YouTube. Yeah. What did you do to them?

>> Well, they did it. I got notification from it that it came up. Someone had seen it >> to say, "Hey, they've got your content on there." >> And so, in that case, I know they're doing it for monetization. So, I put a flag against it. I was like, "No, that's copyright content, blah blah. YouTube pulled it." It was that third strike >> and like I felt a little bit bad because they're like they were pleading pleading. They're like, "Look, we'll give you a $100." >> And I was like, "Look, like no, like you're not going to get it. like just you can't have it. They're like, "No, no, we want to blah blah." I was like, "No, look, like at the end of the

day, the way they they started off, sorry, the reason I said no to them, they started off sending like fake legal things that they're going to take me to court and all this sort of stuff, blah blah blah." And it's like, well, I haven't done anything wrong cuz like >> YouTube pulled it, not me. I just said, "Hey, that's my content, right?" So, they tried to attack me and then they were like, "No, look, sorry, sir. Like, we'll give you $100." I felt real bad because this is their third ch um strike. they got their channel pulled and I found out I was like, you know, like there's like some creators from India who are probably like I probably just starved a family of some

[ __ ] you know, like I was like a [ __ ] I felt real bad about it cuz I'm like sitting here like doing well. >> But I said back to him, I was like, "Mate, like don't be a dick." Like, >> yeah, >> if you had have just asked me originally, >> bro, can I do it? It's kind of funny. And I'll give you 100 bucks. I would like Yeah, look, I've seen what your channel is. I get it. >> It's different if Blad Bible did it to me. But um yeah, so anyway, they they pulled it. So you probably got there's probably people out there selling your content, put them to a long form YouTube because it's real hard for the content ID to track it.

>> Yeah. >> Is the way that they do it. >> But anyway, >> do you guys do that? Do you take your short form and put it as long form clip like that? >> No. Well, we don't really do like we don't have enough of that sort of stuff to really do that sort of thing. >> Okay. >> No one's going to watch like a hundred of Jon's coffee series in a row or a thing like that. They're not that sort of content. Um, so nah, >> it's not that sort of like you you the reason >> you watch that sort of content because you like it's a daily hit. It's a daily hit. It's like [ __ ] here she goes again. It reminds me, >>

stop taking myself too seriously and go do the thing. >> Yeah. >> Until they find out that we faked the whole lot of them. Um, but >> bro, what? >> And then they go >> I knew I thought some some were fake, but I didn't think a lot of them were. >> Every single one. >> Nah, man. You're going to ruin my life, bro. That's it. I'm done. That's it. No, seriously. >> I thought it was like that was that was like a very cool thing that that you guys were doing and like walking up to cuz I was going to it's very similar interesting. I was thinking of a not exactly the same thing but something about people and coffee. There was some idea

there and then I saw you guys do that. I'm like, "Oh, fuck." >> We um she did it the first day she did it. She really struggled with it mentally like as a >> like walking up to people. >> Yeah. She really struggled with the um anxiety from it. >> It's [ __ ] tough. >> It's real tough. And you got to remember that like we're a business. This isn't her personal profile. >> And so she's now being told by her employer, >> you need to go do something you [ __ ] don't want to do. >> Yeah. >> So I can't really force her to do that. That's like pretty [ __ ] >> 100%. >> You know, she can do it on her own personal page and she does

her Cheers ones in New York that she did. If you ever watch her profile, she went up and cheers Stranger. All real. >> Oh, really? Oh, that's cool. Okay, that was great. That was that was great >> on our page. It's not that it's not the point. The point of the series was to uh educate people how you can interact with us as a company >> when we what our leads we call them coffees >> and so if you want to come and interact with a business come have a coffee with us. >> Yeah. >> That's that's the whole thing. So like it was an education process to our audience. >> I just you got through your newsletter as well know like the whole coffee

thing. >> Yeah. Yeah. Exactly. So so that's what it was but like people Yeah. people like we've told people our client Chopo went in and told them about it. They're like, >> "No, no, no. There's no [ __ ] way that that we watch all of them. We love and that is kind of like some people get disappointed if they watch this. We probably >> But it makes sense now when you explain it makes sense." >> Yeah. It's not It's not what it is. And like >> we get it that like when we do do things the stakes are real. Like as in like I actually got the tattoo done and she told me to go get a tattoo. Like I've l got the tattoo there. Jony's

got it here. >> Um you know has She got her pay rises and she got her phone. She we got all these like the stakes were real, >> but like every piece of content is not real. >> You know what I mean? Like >> Yeah. Because you cut like you cut some parts, you're never going to get the full like you know what do you get in 30 seconds, >> you know? So we we we're creating still, you know, TV show. It's a TV show. Now I understand, you know, let's see. Now I get also the serieses keep coming out. So now now make sense. But I actually have a question. Yeah. Please. So um I wonder now that you know obviously we're not talking

about hospitality about the marketing side and um there's a a few moments where we had a lot of requests of exclusivity >> like for example if you're getting a customer >> there's a let's say is a clothing >> and he's ask you you have to work just with me for clothing does that happen and how much you charge >> for exclusivity just that >> or is there like a you know extra you add on or something like that >> yeah So if they're a small business and they want exclusively, I just say no. >> Like yeah, but like you need to pay the same as the enterprise clients will pay, you know, like >> if you're not giving me I don't know 30 to 60k

a month on something like that like you know like like you take one New Zealand as a client of ours which is for people listening like they were Vodafone and rebranded one New Zealand right? Okay, >> major large telco in New Zealand, second biggest in New Zealand. >> They can go to me exclusivity. You can't work with the others, >> but they're going to pay you a huge retainer to do it, right? >> But if I go to like um let's say it's a restaurant down the road and they're like, "Oh, you can't work with other restaurants." It's like, "Okay, but are you going to give me 50 grand a month?" >> No, of course not. It's not [ __ ] You would never pay that for

your money. And so then you then you can go well [ __ ] like no but um what you can say is like go look I won't take anyone within a kilometer radius something like that you know like I'm not going to get someone who's a direct competitor >> or something like that potentially and that's maybe just like because you want a relationship with your client. >> However, >> if someone's like a fairly big client, they're still paying you maybe like 10 grand or something a month. Let's just call I don't know the number. um you it's up to you like do you really want the piece of business? Like how much do you want that? And will you be mad if you couldn't get any others?

It's just like a case by case thing. >> When they start throwing big massive retainers at you, I mean the answer is pretty easy because it's like [ __ ] super profitable, such a great piece of business. But when you're in that sort of like two to 15k range of like it is good business, >> but like it's not enough to [ __ ] bankroll the company. >> I can't just be exclusive to you or whatever. You know, it's case by case. >> So, no, I don't have like a specific mechanism. I'm like, okay, exclusivity is this. I kind of judge them one by one. >> Um, >> if it's if it's big enough and I really want it, then yeah, [ __ ] I'll I'll give it to them. >>

Like I got a client who's uh >> you're going to pay of course. Yeah. I got a client who produces pies uh for wholesale and I I've got exclusivity of him for other wholesale pie things. He doesn't pay me anywhere near enough, but I just really wanted the job. Like I really wanted the gig. I knew I wasn't probably going to take any of the other bigger pie brands and whatnot, but I love the story. I love what he had behind it. I knew the guy and one like we knew the strategy we're going to go with was just so good. Um I was like, "Yeah, fine." Like I get it because I want the gig. >> And you know you could perform there in

the gig. So that you know it's going to give good to him and then he can give good to you. >> Exactly. And it's quite a niche little thing. Clothing >> is this the one that you're talking about the >> clothing is example not the can say >> no don't don't say the thing but if it is something that's very broad I'd be really hesitant. >> Yeah. >> I'd be really hesitant to do it. >> Yeah. Unless of course like it it's it's still broad and you know most other brands would also want exclusivity because of I don't know how the competition works in that particular industry maybe >> because then you're like well [ __ ] the next >> I think you hate to give exclusivity

to anyone in any case >> but it's I just for me it's more of like I I it's like a a fear of of um so the whole reason to start the business was freedom >> you know I wanted to express myself create etc and then also solve a problem of getting clients that I always had that [ __ ] problem. >> Yeah. >> So, if I'm getting potentially locked into one area and then I can't really help other people get other clients, it's kind of failing on my mission statement >> being back to be an employee. >> So, there's there's also that that that that thinking as well, you know. So, but you also have to understand like what let's say as an example like you

had a strategist who worked with you freelance >> and you contracted them because you're trying to keep your business light on staffing, right? and you had a creative strategist who came in and helped you ideate and they then went to all the other competitors in your thing and like you saw that they just took your ideas and put them down like you're not going to be okay with that. >> No, I wouldn't be okay with that. Of course, >> that's the same thing. That's the same thing. And so like as you as your business grows and usually like you have to somehow protect your mode a little bit. So these businesses will exclusivity and you just have to decide like do I want to work

with you or not? That's the freedom you get. >> Yeah. The freedom you get isn't, "Oh, now I'm exclusive." The freedom is, "Yeah, I get to be exclusive with this awesome brand." >> Okay. >> It's just a reframe, right? >> Okay. >> And if you don't want, if that's not a thing for you to go, yeah, [ __ ] cool. Then don't take it the business. >> That's the freedom you have, right? Yeah. The freedom to walk away. >> I like this. >> Yeah. Cuz if I want, >> just restructure the way of thinking. >> Yeah. Yeah. >> Just walk away from the business. Go get some more. If you really think you can get lots more in that in that industry, then [ __ ] go get it

then. Otherwise, why don't you just take it for a fixed contract period if he more come in and go, "Can you do ours?" Be like, "Hey, bro, by the way, I terminated contract because I got three other guys here now." >> Yeah. >> Take it at the time. >> Even you don't have to work for a client forever. >> Yeah. >> You can terminate them as much as they can terminate you. So this is one of the things that Andrea really helps me with, you know, because he he understands this this sort of strategic businessminded thinking and how to make how to how to what play to take, you know, what where to put the knight, where to put the pawn, etc. And I think

that that that's >> for me that's the importance of the team. >> Yeah. >> You know, he's got this like, you know, x amount of years that he's been doing all this stuff. >> Yeah. But was like so staying in groups as kids >> Yeah. >> was already there. I had to convince people to do what the [ __ ] I wanted, you know. >> And my mom tell me, "No, I go to my father, you know, and my father said, "No, I go to the neighbor." >> And something that my family says, I always learn to attain what I wanted. And you know, >> there was a period that I was maybe on my 20s. I was pushing it too much. >> Y balance good balance.

>> Well, you get the ego in at that age too when you're in 20s where >> you want one. But but I agree like to to your point the team's everything like yeah >> I can't do this without the team. >> Yeah. >> They can't do it without me you know it's all all works in unison together. But that's great. It's great when you can like figure that out. >> Yeah. >> Lots of people don't know that. >> Yeah. >> Lots of people think like um they get a bit arrogant. They think I can do it on my own. They ruin relationships because of it. They go do things on their own. They realize their [ __ ] [ __ ] grass isn't as green as they thought. Look,

I'm I'm experiencing some of that as well, you know, like and I think he helps me in the sense of like when I do experience that, I communicate sometimes. I don't communicate. That's another thing that I have to work on, >> right? Um >> I have to work on not communicate. >> Yeah. >> I have to shut the [ __ ] up. >> But you know, the one thing is you always know where you are with this guy, you know, cuz he'll tell you and and it's a very like I realize now how powerful that is working with other people >> because you got these questions. And anyway, um so back to your your point. Great, great advice. Thank you. Take it on board. And yeah, definitely

the team thing is is [ __ ] amazing. >> And I think that's that barrier >> I don't know, man. I think like >> what takes time for you like takes time to the customer. >> So this is something that I learned, >> you know. I learned because from the in the kitchen I always had to say you [ __ ] do like that. That's it, >> you know. And uh and now I understand I'm growing. I'm understanding that, you know, I have is what she was saying before. >> You know, it just triggered something in my brain. >> I just have to let people go to their journey. >> I [ __ ] hate that. Then business sacrifice, you know, this sacrifice of >> But then if you just tell

them and we are the same. >> Yeah. >> We don't, you know, we have to we have to [ __ ] up ourselves to then say, "Oh, I discovered something great." >> And mom and dad have been telling us for [ __ ] years and we don't listen, >> you know. the same is you know and like for example we like you have done with me with understanding the creative you're being patient you know when I wanted to squash tomatoes and thinking that that wouldn't go viral you know I have no [ __ ] idea and there's other things that you know >> yeah yeah >> I'm being patient with you know >> and communication is the key >> yeah I love it that's great it's like a great solid foundation

for a business partnership so it's good that you guys have got it I um we're like an hour and 15 into this podcast already. >> And so, and um Amy's been sitting behind you guys like trying to tell me to wrap this up for ages, but I want to ask a question before I go that I think interesting for people. You had this virality happen on the in the restaurant. What happened because of that? Like how many people booked a table because of viral post? Like what? Tell me like how did it play out financially as a business? >> I'm sure there a few people did. Yeah, >> there's a lot of people that comes and like there's a point but that doesn't last long.

>> Yeah. >> You know, I think he's like then becomes a tool that depends how you use it. >> Yeah. >> You know, like he's a um you know, for example, I'm sure that we're getting more work with marketing for that. >> But then, you know, there's a lot of other stuff that depends how you use the tool. >> Yeah. >> You know, it's not that you're viral and the restaurant is full. Are you [ __ ] cooking well? >> Yeah. Yeah. >> You know, like who's who's welcoming the customers? you know marketing uh you know I call it like the brainwashing you know that comes from different places and there's word of mouth and the social media we just have to keep speaking and have the

communication in some way and that's a big >> we're reminding to people but then when they come we have to do the job so >> definitely helps >> look I think 100% but there's always going to be stuff that's that's kind of hard to attribute one to one >> um generally though you can see Google searches going up you can see >> the restaurant is full so it wasn't before. Every night is full now. >> Yeah. >> You know, then then we're getting like, you know, marketing projects, etc. You're getting some other projects >> or getting brand deals. >> So, it's like it's like it's it's like trying to go to bed on the first date. >> Yeah. Yeah. >> You know, it's it's now

your name is in front of every like all these people and then people come to the restaurant, they're like, "Fuck the tiramisu." You know, it's like it's this connection. >> Yeah. >> Right. But then and then all these other things have grown the the Instagram what's the the internal broadcast it's not broadcast channel the group think community yeah okay you know that grew like and and you know I think also >> had we been a bit more on the execution of um like selling tiramisu products or maybe something like this there would have been a bit more pie for everyone >> so I think you know we going to obviously Right now we're battling a bit with time management. We have so many >> projects,

you know, still running a restaurant, you know, luckily there's business planners. >> But um the goal is eventually what we want to achieve is be able to sell our digital products. >> Yeah. >> You know, so that's a direction and definitely >> Yeah. What does that look like? >> Well, um so first first of all, there's a bit of work that we have to do. >> Yeah. Yeah, but like is it like a when you say a digital product like >> um >> so I'm mostly talking about um sort of podcast that speaks about the things that I believe. >> Got it. >> And then also >> so media selling the media. >> Yeah. Like we're trying to figure out like whether it's whether it's

a community whether it's I don't think it's going to be a course or anything like that. >> We find that Andrea is also very good at connecting with people >> or recipes for example. Yeah. >> You know, there's so so many things that we could like there's a there's things that >> that that I learn and have done that, you know, are great to put out there. >> Yeah. >> And uh, you know, I just want to structure the right way to put them out there. Always accessible. Yeah. >> You know, and they can help people, too. But this is from the hospitality side, but I don't know how to make it happen with >> I'm not sure. But I think from from the marketing

side, like we're starting to understand >> why a $49 offer exists and why uh like uh you know a do done for you service exists, a do it for yourself uh service exists, etc. to like help out the entire spectrum of of people that can come to you. >> You know, I I used to hate the courses, >> but now I see what the point of a of a course is or what the point of a of a group is. >> Um for people that are willing to to learn, you can't work with them. They don't have the budget, but they want your your knowledge, you know. So, we're heading sort of into that direction. We're going to do some more long form stuff. There's

a lot more projects. >> It's pretty exciting. >> There's a there's all these things going on like I'm I'm uh >> starting with a new brand, too. This is my like my name for products of pasta, chili oil, and stuff like that. So, this is happening in the same time. >> Yeah. Nice. >> And then, uh yeah, there's just a lot. What one thing I'd say on that what I've learned over the years because like I've tried to navigate the same thing too it's like you know you might be hitting 35 40 million views a month on our brand it's like okay well what do we do with that >> [ __ ] yeah we got the agency but that's like having the restaurant >> so yeah

cool got the agency what else is there can do >> or even less so about a limit and like [ __ ] what else you know >> what I realized recently and actually like this year our biggest goal was as a company is to worry stop worrying about follower growth as much. We still do obviously follower growth is still a good thing from a clout perspective. >> People still look at a big number and go [ __ ] them that's not what they're doing. >> But instead we're thinking uh our primary goal for the internal marketing team is how many people can we put in a room in real life. >> And so like that's our only focus. How many people can I get to turn up into a

room? >> And so I still have to grow followers, give viewership, engagements, content, comments, all that. But I need to be able to convert that to put them in the room. >> And I know that if me or Joanie or Connor or one of the guys stand up and talk in front of a bunch of people, they're like, "Holy [ __ ] these guys know so much." You know, they talk to us like you guys were saying. You had one conversation with me some you took a lot of lessons from it, right? >> Well, when I do then I do like a more structured keynote perspective, whatever one of the team people like, "Fuck that was really good. We should do some more work with these guys."

>> But there's heaps of stuff that you do. The guys ran a thing today. They made three and a half grand for and an hour and a half running this like workshop online about running ads. >> The guys did it and it [ __ ] sold 60 tickets to it and whatever. They just sold it through the newsletter as well. Just like they already write the newsletter every day. They just put an ad in it. >> So that's our sort of thing. How do we put people in a room? >> So for you guys is like >> people people there's this old thing of like digital products digital products are scalable because like you make one and do it forever. The truth is is that everyone wants

the new one. >> So you can make it once, no one's going to buy an old one. No one will ever buy an old one. It never happens. Very rarely. The only time an old one sells if you've got 40 million followers, >> you know? It's just not like even those guys. Even like >> So, you don't believe in you don't you don't believe in digital products to scale? >> I don't I don't believe it's as easy as you think when you make it once and it sells forever. >> I think you make it once and it sells for a season, then you make another one. >> You have to update it, right? >> Well, we're thinking on the monthly. >> Yeah. And so my

thought is like actually like if I got if I could sell a thousand copies of a PDF or for like say 50 bucks ahead or I get a thousand people in a room and they paid me $5, I'd rather that every day. >> A thousand in a room for five bucks >> because that there isn't where it finishes. And the effort it takes for someone to like they they're not just spending $5. They spend all their time and effort and right to come to you. That's a lot. So your funnel basically is like getting people here because then you train them into into being able like that's habit of coming here. >> It's commitment. >> Yeah. Time. >> Yeah. Because people will act consistently based

on the commitments they made in the past, right? >> So if I can get them to turn up, they make these big commitments to us as a brand. So then when I go and launch a book, >> so smart. >> And everyone who's ever turned up will all buy the book. >> They'll all buy it. >> Like [ __ ] I love I love that guy's book. Yeah. 40 bucks. Yeah. I'll buy your book. >> Yeah. And I don't need to make money on the book. >> Yeah. Yeah. >> But soon as it hits bestseller. >> Yeah. >> And then Oprah has me on. >> No. You know what I mean? >> Come back from retirement for you, bro. >> I mean, we came down for just

for me. >> I'm going to I'm going to launch a career again. Yeah. >> No, but like just just a piece of advice like cheffing like people love live shing stuff. There's heaps of stuff you can do in it. There's heaps of stuff. There's heaps of [ __ ] Don't just get on to that. But the other thing I like about you said is about recipes. Um, websites that hold information like I I had VJ Insult on Vana on the show. She's a cook. She made a recipe website. I mean, she's got five, six staff. >> Yeah. >> Just from a website, >> just website. She puts out like four recipes a day. >> Yeah. The the thing the thing that we were thinking was something a

bit different like >> like you know something that Estonel has done in the past you know like just getting all the things that we always thought about and and the [ __ ] [ __ ] >> like you know you can't wash a mushroom because sucks the water then someone wash the mushroom and actually wear the before and after and it's the same [ __ ] way you can't put alcohol in the in the you know so just giving my chef experience coming with a simple recipe just talking [ __ ] about the things that [ __ ] >> so it's like a sort of podcast that you can download that. Correct. That's what was selling media. >> But it sounds like you're saying get people to come to the restaurant and do it as

a class. >> Oh, no. I'm saying there's one that's one option. >> It's [ __ ] so smart. >> I think there's like inerson events and then there's media. But I would treat the media stuff always as top of funnel. The the easiest explanation of this is Disney >> makes 69% of its profit from the parks. >> That's what? >> Yeah. >> The parks. >> The theme parks. 69% of its profit comes from the parks. >> So the media is the loss leader. >> The media is the IP. >> It's do that make people want to go to the park. >> All it does is go I love Star Wars. I love [ __ ] Marvel. >> You never think about it. >> No, no, no. What? So when

when does when Stan Friends coming out? >> Wow, >> bro. That's it. >> Like V friends. >> That's it. That's the trick. Why we That's why we've been creating TV shows. So I was I was curious like you guys you guys are basically making the office >> right where you right so like is that something that you think about like a YouTube >> not YouTube not at the moment >> format >> YouTube's hard because we don't have the resource to do it >> okay >> we don't have the resources to do YouTube's I'd need to hire another team I need three or four people to do YouTube properly >> yeah because it's way harder >> okay >> it takes more effort >> okay what I'm

thinking of is like building the thing of the the the the studio creative studio of the internet. >> Yeah. >> You know, making movies for the internet. The 12minute movie versus, you know, the 50inut. >> Yeah. Of course. >> Yeah. Dude Perfect. >> Exactly. Exactly. >> Mark Rob. >> Exactly. >> All of them. >> YouTube's obviously better because YouTube people commit more time to you. >> So YouTube's better than short form because they commit more time. >> Love to takes more money, takes more effort. >> Yeah. >> We can't sell YouTube videos very easily for clients because it's >> I found it difficult as well. >> They're not going to buy it. >> Yeah. I'd have to charge some [ __ ] >> And also then if

you're running ads like you know uh you know >> No, it's way easier to just make the ad and run it in between the shows than it is to make YouTube shows. >> Yeah. >> Way easier. >> Whereas Tik Tok I can do it right. Or Instagram I can do that affordably for a client. And they actually have to have Instagram these days. Most big businesses have to have a social. Yeah. >> They don't have to have a YouTube >> you know. So YouTube I can't justify the spend on YouTube because then the agency's like Stan what the [ __ ] We can't sell this product. Yeah. >> Why the [ __ ] are you are you spending money here? We can sell Tik Tok. So make all the

[ __ ] stupid Tik Toks you want. >> We can sell podcasts. Podcasts are easy to sell. >> Yeah. >> So we can do podcast. >> Makes sense. >> YouTube clubs are [ __ ] hard to sell. So until >> famous YouTube video that we've done ever posted. >> Yeah. No, makes sense. >> Hey, we're like an hour and a half in now. Thank you guys so much. You guys need to go car. >> Yeah. >> Thank you so much. >> Just leave. >> Just drive to the airport, but I got a car for rental. So I can't drop it in front of the airport and then leave. need an outro, man. Just cut it.