Cortex

Cortex 40: The Rules for Rulers

 

  your poor poor poor officemate I don't [TS]

  know what you're talking about Mike you [TS]

  must crush the wheels of Industry under [TS]

  the might of your keys take them down [TS]

  these are the rules you have to win [TS]

  I only realized after the video went up [TS]

  and a lot of people were leaving a bunch [TS]

  of comments about my officemate he must [TS]

  have been overhearing me do this script [TS]

  over and over again I only realized was [TS]

  reading those the true strangeness of [TS]

  his perspective because he rented the [TS]

  office next to mine at some point in the [TS]

  summer when I was away and though I [TS]

  never see him because i don't have to [TS]

  walk past his office he does see my [TS]

  office and so he would have walked past [TS]

  this empty room with two desks stacked [TS]

  on top of each other and no chair and [TS]

  nothing inside of it and thought I [TS]

  wonder I wonder what's going on in the [TS]

  office next door [TS]

  I wonder why this storage close it is [TS]

  unattended for exactly because why would [TS]

  they be tables on top of each other and [TS]

  restoring the perfectly reasonable [TS]

  assumption and then at some point from [TS]

  his perspective the neighbor just shows [TS]

  up and is walking through this half [TS]

  written script on the rules of power [TS]

  constantly at odd hours he never he [TS]

  never would have heard me talking about [TS]

  anything other than this single topic [TS]

  and he would have heard me talking just [TS]

  this morning I think doing it again with [TS]

  the follow up videos but so this is you [TS]

  know whatever is from the start of [TS]

  september's until now this is this is [TS]

  always heard from next door after being [TS]

  in the office on his own for a while [TS]

  probably wondering what the deal is with [TS]

  the strange room next door and then [TS]

  finding out I don't know if he's found [TS]

  out [TS]

  yeah I don't mean found out as in he [TS]

  understands what's occurring I mean [TS]

  found out as in like oh this is what's [TS]

  next door a crazy person I don't even [TS]

  know if you think that was crazy like I [TS]

  was it would be scary so we're talking [TS]

  about your the rules for rulers video [TS]

  yes [TS]

  the worst part of this is that this [TS]

  isn't even [TS]

  a hello I'm cgpgrey talking to you the [TS]

  internet video this is a i am a dictator [TS]

  and I am Telling You learned dictator [TS]

  he's trying to rise up the ranks how to [TS]

  control the world [TS]

  that's the real problem with this is [TS]

  it's not just explaining these things [TS]

  you're talking about them is if you're [TS]

  already doing them [TS]

  yeah it was it was a little bit of the [TS]

  screwtape letters like of the senior [TS]

  demons talking to the lower level demon [TS]

  like this is this is kind of what it was [TS]

  and so guess this is why on the last [TS]

  episode we had that little bit of a [TS]

  discussion about like in your videos [TS]

  thinking about the things you're adding [TS]

  on the screen as the editor is like a [TS]

  separate person I was very aware in [TS]

  writing and rewriting this video [TS]

  spending a lot of time trying to find [TS]

  like what what is the voice and how am I [TS]

  actually going to talk through all of [TS]

  these things and I did eventually decide [TS]

  on on exactly what that was which is the [TS]

  best feeling like this is someone who is [TS]

  who is instructing an apprentice like [TS]

  that's that's the mood that I'm going [TS]

  for here that's what I'm going to try to [TS]

  achieve when i record the audio and it's [TS]

  what people might not realize like when [TS]

  i'm actually working through the script [TS]

  i am saying it just like that because [TS]

  I'm trying to hear how are each of these [TS]

  lines going to sound when they're spoken [TS]

  so the voice in that video is the voice [TS]

  next door to this guy for months [TS]

  Saudi listen if you if you have not yet [TS]

  watched this video go watch this video [TS]

  now because we're going to talk about [TS]

  anyone make any sense to you have always [TS]

  now I want to know where the idea for [TS]

  this one came from because it's it's [TS]

  kind of like some of the other stuff [TS]

  that you've done like it in that you [TS]

  know you've done videos about mares and [TS]

  Pope's and kings and things like that so [TS]

  there's like there's some links there [TS]

  and I guess there's some joke [TS]

  geographical ties to it because you're [TS]

  talking about controlling countries but [TS]

  it feels a little bit different and also [TS]

  the presentation was a little bit [TS]

  different so where did your original [TS]

  idea for this one come from so that [TS]

  there's a thing when i look at the [TS]

  videos that i make this can be that may [TS]

  be a recurring theme in this [TS]

  conversation but i often just see what [TS]

  they are not like I'm very aware of all [TS]

  the things that they leave out and that [TS]

  they don't talk about or what I intended [TS]

  to do but haven't actually done and so [TS]

  for the last us election i was working [TS]

  on a video that was a big combination of [TS]

  all of the things that are wrong with [TS]

  the United States government like the [TS]

  mechanisms of the way that it works i [TS]

  think the US just happens to have a like [TS]

  a a bunch of pieces that individually [TS]

  wouldn't be so bad that but like but all [TS]

  together add up to be a problem and I [TS]

  was working on the script for a while [TS]

  and ended up not making it for the last [TS]

  election but it was a thing that I kind [TS]

  of tinkering on for a while and like a [TS]

  big a big video about something about [TS]

  like the big-scale picture of the [TS]

  structure of politics was always on my [TS]

  mind and I ended up reading a bunch of [TS]

  books that were around this topic like [TS]

  covering it from from different angles [TS]

  and at some point maybe two years ago I [TS]

  have to look at my book list for out [TS]

  precisely what it was but i think about [TS]

  two years ago I came across the [TS]

  dictators handbook and I felt like ah [TS]

  this book is doing a great job of [TS]

  synthesizing a bunch of the things that [TS]

  have been rolling around in my head and [TS]

  and making a coherent picture out of a [TS]

  bunch of little pieces of things that i [TS]

  wanted to talk about and trying to show [TS]

  like a like a way to think about this [TS]

  stuff as a theory to explain the actions [TS]

  of rulers essentially my original script [TS]

  that was entirely about the united [TS]

  states that I was tinkering with the [TS]

  part about the u.s. like kept getting [TS]

  smaller and smaller and smaller and [TS]

  smaller which with each draft and each [TS]

  time more and more and more about the [TS]

  structure of politics took over until [TS]

  eventually at some point I realized you [TS]

  know what I think this is actually [TS]

  better too [TS]

  to just do as like an elucidation of the [TS]

  ideas in the book and so if you watch [TS]

  the video there is one section that [TS]

  maybe it's like 15 minutes in but I just [TS]

  I just quickly say about how Oh in in a [TS]

  in a democracy there's a couple of tools [TS]

  you can use to help reduce the number of [TS]

  voters need to get into office like you [TS]

  can change the voting system you can [TS]

  gerrymander the boundaries you can have [TS]

  party pretty elections with complicated [TS]

  rules that limit who people can people [TS]

  can vote for and once the reelection [TS]

  rates are super high and the approval [TS]

  rates are really low you know that you [TS]

  want that paragraph is the only thing [TS]

  that's left from what was thousands and [TS]

  thousands of words of a different script [TS]

  that was focused on the united states [TS]

  like it's a funny experience for me to [TS]

  watch it and see that that like one [TS]

  thing over the space of years thinking [TS]

  about a topic like gets smooshed down [TS]

  and compressed and something else grows [TS]

  around it so that that's the way the [TS]

  script looks at from my perspective one [TS]

  of my favorite things was watching the [TS]

  video and maybe about 20 or 30 minutes [TS]

  in something like that and it dawns on [TS]

  me that all of these things could apply [TS]

  to companies and CEOs and maybe [TS]

  references that you call it out at the [TS]

  end which is which is awesome but there [TS]

  was this moment where I was like oh no [TS]

  CEO they're really just dictators yeah [TS]

  well to also go with the theme of of [TS]

  things left out this video ended up [TS]

  being just a just a a really brutal [TS]

  thing to make this this turned out to be [TS]

  the hardest thing that I have have yet [TS]

  written to date previously humans need [TS]

  not apply LOL held that mental but this [TS]

  one has definitely taken that and taking [TS]

  that by quite a quite a wide margin [TS]

  because the first drafts of this video [TS]

  were fifteen thousand words long and for [TS]

  comparison that the final version is [TS]

  about [TS]

  three thousand words long and it's it's [TS]

  because this idea touches on so many [TS]

  aspects like like with companies that i [TS]

  wanted to talk about all of these these [TS]

  different pieces right like how does [TS]

  this relate to this how does this relate [TS]

  to that and it was very hard to make [TS]

  that workable but the the section on [TS]

  companies like a very obvious thing to [TS]

  think about and it may come up in a [TS]

  follow-up video but but the reason I [TS]

  didn't talk about companies is because [TS]

  there's a there's an unavoidable [TS]

  additional piece of information that I'd [TS]

  have to talk about if i want to talk [TS]

  about companies that I like I had to [TS]

  leave out of this first video because it [TS]

  was just too much like every time I ran [TS]

  the idea past other people when i was [TS]

  talking about this project i could see [TS]

  like oh this is the moment when i lose [TS]

  you so I had to leave it out of this but [TS]

  it's this idea of the relationship [TS]

  between the ruler and the keys to power [TS]

  and how like how replaceable are the [TS]

  keys to power and you can end up in [TS]

  situations where you have a ruler who [TS]

  has a small number of keys but they're [TS]

  very highly replaceable right or ruler [TS]

  who has a large number of keys but it's [TS]

  very difficult to replace them and this [TS]

  this is essentially best understood when [TS]

  you're thinking about like companies and [TS]

  boards of directors that essentially the [TS]

  more power a CEO has over the board the [TS]

  more the CEO is able to replace the [TS]

  members of the board the more leeway [TS]

  that CEO has like they have more power [TS]

  to just do what they want but if if the [TS]

  CEO is not able to replace their board [TS]

  members then the CEO is like much more [TS]

  beholden to what the board once versus [TS]

  what the CEO wants to do feel something [TS]

  like the founders advantage is an [TS]

  excellent story i don't have actually [TS]

  never verified if this is true it just [TS]

  it sound so true i have a heart [TS]

  I'm not believing it because it's [TS]

  related to steve jobs here it's like I [TS]

  was wondering how far we go into this [TS]

  conversation before he popped up right [TS]

  yeah but I i have heard i'll be curious [TS]

  to know in the comments if this is true [TS]

  or not but I have heard that that on the [TS]

  return to apple after Steve Jobs had [TS]

  been banished the first time when the [TS]

  board had gotten rid of him that one of [TS]

  his key negotiating requirements was [TS]

  that he was able to pack the board with [TS]

  his own cronies and he was able to get [TS]

  rid of a bunch of people who are on the [TS]

  board of directors and I think that's a [TS]

  perfect example of people think of the [TS]

  companies like the expression of the [TS]

  individual right but it can only be an [TS]

  expression of the individual if they're [TS]

  very secure in their position of power [TS]

  Steve Jobs was no fool coming back to [TS]

  apple for me once [TS]

  yeah exactly so he he set it up so that [TS]

  he was in a position where he was able [TS]

  to do whatever he wanted with the [TS]

  companies like that's why he was able to [TS]

  make decisions that were egregiously [TS]

  unpopular sometimes but it's because he [TS]

  had control over the board right where [TS]

  whereas there are plenty of examples [TS]

  where the CEO has essentially no control [TS]

  over the board and then the CEO is just [TS]

  a puppet right there they're not [TS]

  actually like an actor who is [TS]

  influencing the direction of the company [TS]

  like they can't influence the board so [TS]

  the board influences them but this but [TS]

  this idea of how replaceable are the key [TS]

  supporters it was like one idea too many [TS]

  and it ends up bringing in talking about [TS]

  companies so I did leave it off but I i [TS]

  had to as you mentioned like I had to [TS]

  reference it at the end because i did [TS]

  just want to call it out like this is [TS]

  not just politics i would have been [TS]

  almost disappointed if you didn't [TS]

  you know yeah because it was it was so [TS]

  clear to me when watching it so why was [TS]

  it clear to you were you thinking of [TS]

  anything in particular just having [TS]

  worked in a multinational corporation [TS]

  like you can see the idea of the keys [TS]

  and like the protection of the keys and [TS]

  even from a financial perspective [TS]

  right-click the keys are rewarded who [TS]

  you know and it's like okay [TS]

  see all of this i can see how this is [TS]

  layering effect is so you know even even [TS]

  down to things like talking about the [TS]

  control of the way the money moves [TS]

  people and even like now like the [TS]

  peasant idea who who are the presents in [TS]

  this metaphor Mike I wouldn't even know [TS]

  but it's like this kind of staging of [TS]

  people in power and financial reward [TS]

  that goes from the bottom to the top [TS]

  like that is a multinational corporation [TS]

  it's one of those things where you know [TS]

  sometimes I feel like I'm talking about [TS]

  ideas that are almost so obvious it's [TS]

  like why even discuss them and i think i [TS]

  mentioned last time but this is this [TS]

  often happens to me when I'm writing a [TS]

  script there's some point where I look [TS]

  at it I think why am I even talking [TS]

  about this like isn't isn't it obvious [TS]

  to say that people in power have people [TS]

  who helped them stay in power but I'd i [TS]

  do think that like there is real value [TS]

  in laying it out in a like a small [TS]

  concise simple manner because like I cuz [TS]

  i have to cast my mind back to remember [TS]

  like I feel like this pulled together [TS]

  some ideas that were rolling around in [TS]

  my head but it's different to see it [TS]

  laid out it's like ah ok [TS]

  this makes sense but this makes sense [TS]

  now you can see in a company or in a [TS]

  business how when someone gets promoted [TS]

  they often try to bring their immediate [TS]

  subordinates with them right wherever [TS]

  they're going you like why would they do [TS]

  that it's like this is why they're [TS]

  trying to bring their power base up [TS]

  together like it's a kind of reward for [TS]

  the people who have helped them i think [TS]

  it's a really harsh but necessary lesson [TS]

  for people to understand who are working [TS]

  within businesses like often what the [TS]

  people above you want is not what is [TS]

  ostensibly good for the whole company [TS]

  like they want you to do things that [TS]

  make them look good to the people that [TS]

  they [TS]

  a are keys to I like it'sit's this [TS]

  hierarchy that's going up and i think it [TS]

  is it's if you can think about that like [TS]

  it's in some ways it's not a pleasant [TS]

  thought but i find it like an incredibly [TS]

  liberating and clarifying thought like [TS]

  okay I understand what this structure is [TS]

  I think my earliest example of this here [TS]

  is in years ago like the first the first [TS]

  time I had to face one of these ideas of [TS]

  what is the Machine tell you it is [TS]

  versus what is the machine actually so I [TS]

  went to college primarily to do physics [TS]

  at university and though the way courses [TS]

  and time happened to work out i ended up [TS]

  with a bunch of time in my final year as [TS]

  a as a senior in University and I was [TS]

  trying to think about what to do and [TS]

  this was around the time i was also [TS]

  getting interested in economics and had [TS]

  a friend of mine who was getting [TS]

  interested in economics and the two of [TS]

  us sat down and we looked at the course [TS]

  load one day and we realized oh hey we [TS]

  can actually fit a whole economics minor [TS]

  in the last two semesters of our senior [TS]

  year right as as we're sitting there in [TS]

  junior you're trying to plan out that [TS]

  the next year like all this is this is [TS]

  really interesting like we can let's [TS]

  let's do this right we have the time [TS]

  there's nothing else we're going to do [TS]

  you might as well like what does it hurt [TS]

  to add an additional liner to our to our [TS]

  graduation so we intended to do this we [TS]

  signed up for all of the classes right [TS]

  and we're going to these classes and it [TS]

  was like an interesting fun time and me [TS]

  and my friend we were doing really well [TS]

  in the classes because we had a [TS]

  ridiculous unfair advantage which is [TS]

  that many of the classes we were taking [TS]

  or essentially freshman level classes [TS]

  right where to seniors in that in these [TS]

  classes and also the way [TS]

  economics is structured a lot of the [TS]

  really hard stuff like the math are [TS]

  specific instances of general cases in [TS]

  physics and so basically like if you [TS]

  have done a physics degree a lot of the [TS]

  hard math and economics is a lot easier [TS]

  to do [TS]

  just because you you've seen it or [TS]

  you've seen something very similar to it [TS]

  before so my friend and I were doing [TS]

  really well in these classes and then as [TS]

  essentially what happens is that the [TS]

  head of the economics department gets [TS]

  the dean of the university to boot my [TS]

  friend and I out of the classes after [TS]

  the cutoff of when you could [TS]

  theoretically drop classes are like [TS]

  we're just rejected from these classes [TS]

  and it was it was like so infuriated [TS]

  like we couldn't get any reason like why [TS]

  did this happen i don't understand why [TS]

  this happened [TS]

  we're really screwed now because now [TS]

  we're part-time students all of a sudden [TS]

  right when we plan to be full-time [TS]

  students which has all of these effects [TS]

  on your funding and where you can live [TS]

  on campus like it was a huge problem and [TS]

  you know I'm i was rather upset at the [TS]

  time and I eventually found out through [TS]

  one of the physics professors that the [TS]

  reason this occurred is because the [TS]

  university had a structure that [TS]

  determined how grading curve could be [TS]

  used and that my friend and I were [TS]

  ruining the curve for the economics [TS]

  classes and that we were making that [TS]

  class look like they were much worse and [TS]

  getting much worse grades and so the [TS]

  head of the economics department got rid [TS]

  of us because it was bringing down her [TS]

  average grade reports up-to-the [TS]

  university dean and she had some favors [TS]

  that she could pull from him to get a [TS]

  thing that's not supposed to happen to [TS]

  happen top level was too high you are [TS]

  you waiting at Holy the difference [TS]

  between the grades of my friend and I [TS]

  were getting work too far from the rest [TS]

  of the class so we were artificially [TS]

  pushing down the grades of the other [TS]

  students which then reflected badly on [TS]

  the economics chair right and so like [TS]

  and so that this was like a really [TS]

  eye-opening moment of oh ok this [TS]

  university is busy telling me about how [TS]

  it is a place of learning [TS]

  yes this is where is maybe harshest and [TS]

  I there's a huge amount of that that is [TS]

  true but if you do learning in the wrong [TS]

  way you suddenly discover that there's a [TS]

  bunch of kingdoms right there are [TS]

  Kingdom's that are defending resources [TS]

  that are negotiating for various things [TS]

  with each other and that if you end up [TS]

  on the wrong side of these things you [TS]

  are but upon in this larger system again [TS]

  and that was a very very eye-opening [TS]

  early example of this to me [TS]

  so what what this makes me think of and [TS]

  and it's like a harsh reality that the I [TS]

  face it's very similar in this is why [TS]

  it's so shocking to learn about think [TS]

  about any of these things in this way [TS]

  from democracy to all the way down to [TS]

  education who is that people care about [TS]

  themselves more than the thing they're [TS]

  supposed to be doing so in this instance [TS]

  the professor cared more about her job [TS]

  and her grades and how that looked on [TS]

  her then you're learning brain for me it [TS]

  was like people cared more about their [TS]

  own job performance then about the [TS]

  customers of the bank right right we're [TS]

  doing what's right for the person that [TS]

  you know more about their own job [TS]

  performance not even necessary the [TS]

  bottom line of the company just their [TS]

  own personal job performance and I how [TS]

  frustrating i used to find that because [TS]

  I like to believe in the greater good of [TS]

  it all the innocent Michael you know [TS]

  like that I thought we were supposed to [TS]

  be doing the right thing [TS]

  whoo & and that's where like these [TS]

  things become harsh and and is that like [TS]

  is harshest in your example because it [TS]

  is i am a student trying to learn and I [TS]

  have been denied the education because [TS]

  it makes somebody else look at yeah it's [TS]

  finally I am I am the most you know let [TS]

  it go kind of person that is possibly [TS]

  alive but every once in awhile that's [TS]

  still I remember that and I feel like we [TS]

  should have gotten that economics minor [TS]

  but because of just some like political [TS]

  thing [TS]

  yeah right as it didn't have like what [TS]

  does it matter actually get matters not [TS]

  at all it doesn't matter for anything i [TS]

  ended up going to graduate school for [TS]

  economics anyway like it didn't get [TS]

  affected nothing in my life but like [TS]

  it's it's just I think sometimes I [TS]

  remember it because it's it is that [TS]

  facing the like the reality of the thing [TS]

  versus the idea of the thing [TS]

  yeah and and yeah that's that's what it [TS]

  was I don't think that's why people have [TS]

  been enjoying this video because it's [TS]

  like the mccobb of finding this out is [TS]

  exciting and interesting right like I [TS]

  think that's what the video seems to be [TS]

  doing really well for numbers [TS]

  perspective i want to come through those [TS]

  numbers in a minute but like you know [TS]

  I've seen a lot of people talking really [TS]

  positively about the video from an [TS]

  enjoyment perspective because it's like [TS]

  breaking social norms in a way like the [TS]

  things that we expect these people i [TS]

  think i think i have a hard time [TS]

  conveying is is this idea of i'm not [TS]

  being cynical here but I think cynical [TS]

  is is a word that sometimes used to [TS]

  dismiss a thing but I i feel like i am [TS]

  trying to talk about the reality of some [TS]

  language might be uncomfortable to [TS]

  acknowledge its not cynicism it its [TS]

  realism this is what is happening and i [TS]

  still like to believe that there are [TS]

  jewel parts of this like the people will [TS]

  try and get themselves into office [TS]

  because they want to be powerful [TS]

  marketing you have to have that thing in [TS]

  your brain that everybody has the desire [TS]

  to want power in the first place but [TS]

  there are still people within their [TS]

  system that want to do an element of [TS]

  good [TS]

  yeah it's not saying that like it's all [TS]

  bad but there are bad parts of it that [TS]

  you have to know to be able to [TS]

  understand the good [TS]

  yeah it's like if you it is not a [TS]

  reputation that there are no good [TS]

  politicians and no and nobody's [TS]

  intentions are good but it is it is just [TS]

  simply trying to acknowledge the [TS]

  structure in which people work [TS]

  yeah right like and that's it that's a [TS]

  different thing from just being cynical [TS]

  about the idea of that [TS]

  like all politics is terrible and i'm [TS]

  not saying that but I what I'm trying to [TS]

  say is if you're working in the business [TS]

  if you want to go into politics if you [TS]

  want to be effective for the right [TS]

  reasons you need to understand how this [TS]

  works [TS]

  yeah there are things you're going to [TS]

  need to give up yeah things are going to [TS]

  need to give up there's things that [TS]

  you're going to need to do and it has 13 [TS]

  since like you know that I sometimes [TS]

  joke online about like oh being [TS]

  president or being King but like I am [TS]

  perfectly well aware that have no [TS]

  interest in actually doing that because [TS]

  i would be no good at the things that [TS]

  are required to be in those positions of [TS]

  power is not like it's hard to sit down [TS]

  and come up with ideas about how things [TS]

  could run better almost anybody can do [TS]

  that because it's pretty easy to look at [TS]

  any structure of power and come up with [TS]

  a way that they could do with a better [TS]

  yeah but that's a totally different [TS]

  question of what would you need to do to [TS]

  get into a position where you could [TS]

  really actually change the thing that [TS]

  you're complaining about like that's a [TS]

  totally different question you know and [TS]

  i think most people aren't willing to do [TS]

  that and and then like and that's the [TS]

  way that's the way things are [TS]

  but it's I don't view it as a kind of [TS]

  cynicism and I i think it's a useful [TS]

  thing to think about like the images [TS]

  before i came across the dictators [TS]

  handbook but even when i was when i was [TS]

  working is it [TS]

  teacher I was much more aware of the [TS]

  power structure of the school and how it [TS]

  related to me as a teacher working in [TS]

  the school and like there is no doubt [TS]

  that thinking about this stuff from one [TS]

  level removed made my life way easier [TS]

  because i was i was aware of doing [TS]

  things like signaling to certain people [TS]

  I am NOT interested in promotion like I [TS]

  am I am a cog in this machine right this [TS]

  is my role I'm happy to be here like i [TS]

  am at the bottom level of this i am no [TS]

  competition for you [TS]

  we're not we're not going for the same [TS]

  job like I'm just going to be a physics [TS]

  teacher [TS]

  that's all I want to do and then [TS]

  understanding that the best way for me [TS]

  to be left alone is simply never caused [TS]

  problems for my managers that's like [TS]

  constantly thinking about what did the [TS]

  managers need to see how can i do that [TS]

  and other stuff is not necessarily as [TS]

  important and that's how i'm going to [TS]

  fly under the radar [TS]

  it's like I can let some stuff go in [TS]

  this job if I recognize like ultimately [TS]

  what does my manager not care about [TS]

  something out of jealous of because i [TS]

  knew i needed to be that way to be left [TS]

  alone [TS]

  I just couldn't keep my mouth shut but [TS]

  it's so it's so hard right it's it's so [TS]

  hard and it's it's so frustrating and [TS]

  you can you can be sitting in a meeting [TS]

  and I would definitely have this of [TS]

  sitting in a meeting and just reminding [TS]

  myself like just keep your mouth shut [TS]

  just don't say anything because they're [TS]

  like there's no that you have no [TS]

  political capital capital here to [TS]

  actually do anything you've set that up [TS]

  on purpose so that you're not going to [TS]

  be conflicting with anybody [TS]

  all you want is for this meeting to be [TS]

  over and to be in to be back doing your [TS]

  side projects as soon as possible [TS]

  that's the actual goal right don't don't [TS]

  interject I was such a nightmare I had [TS]

  two modes in meetings [TS]

  mmm i cracked endless jokes mm above in [TS]

  a way that I don't in any office such [TS]

  situation in life I don't make as many [TS]

  jokes is when I would sit in these [TS]

  meetings i would just make fun of [TS]

  everything [TS]

  mmm and/or i would start shouting did [TS]

  that with my two modes make jokes start [TS]

  shouting because my good Mike [TS]

  I couldn't help myself I just know and [TS]

  I'm very opinionated and I as much as I [TS]

  hated my job I cared about the core of [TS]

  it like I had a belief in a thing that I [TS]

  was doing because i can't do something [TS]

  and the site believed in it something i [TS]

  would have just not been able to do at [TS]

  all was just like that was how I got in [TS]

  my job prior to the marketing job I [TS]

  cared about it's so little that used to [TS]

  go into the office and do nothing [TS]

  I would on 48 hours and I didn't do a [TS]

  thing right so do not advise that course [TS]

  of action [TS]

  today's episode of cortex is brought to [TS]

  you in part by tracker smart cars smart [TS]

  phones smart homes technology is making [TS]

  everything smarter but now we have more [TS]

  possessions to lose which makes us feel [TS]

  not so smart now is sitting next to me a [TS]

  suitcase going on a trip tomorrow when I [TS]

  travel I am enclosing fear of losing my [TS]

  suitcase [TS]

  maybe I somebody takes it maybe I put it [TS]

  down and forget about it or maybe it [TS]

  just gets lost in the baggage carousel [TS]

  system somewhere so i have a tracker in [TS]

  my suitcase because it makes losing [TS]

  things a thing of the past the tracker [TS]

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  it's that easy you can even track up to [TS]

  10 devices at once with your fun [TS]

  what if you lose your fun right so you [TS]

  have set up your trackers and then you [TS]

  can find your phone you've lost it [TS]

  somewhere at home you just press a [TS]

  button on any of your connected tracking [TS]

  devices and your phone will play a [TS]

  lovely time which is very loud even if [TS]

  it's on silent so you always know where [TS]

  it is and you can just go and grab it [TS]

  over 1.5 million devices registered [TS]

  tracker house the largest crowd gps [TS]

  network in the world so your life's [TS]

  light and will show up on a map [TS]

  even if it's miles away all the trackers [TS]

  connect to each other and you can help [TS]

  locate your items that way the tracker [TS]

  app record your lost items last location [TS]

  and when another track a user comes [TS]

  within a 100 foot range you'll receive a [TS]

  GPS update of your items location you [TS]

  can also now personalize your trackers [TS]

  of a laser engrave message or a custom [TS]

  printed image as well I have some lovely [TS]

  cortex tracker units that lovely photo [TS]

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  and enter the promo code cortex and [TS]

  you'll get a free tracker Bravo unit [TS]

  with any purchase that's th e [TS]

  tra ck r.com code cortex of any purchase [TS]

  to get your free tracker brother thank [TS]

  you so much to track their support of [TS]

  this show i'm really a fan and also [TS]

  given me peace of mind so I don't lose [TS]

  my suitcase [TS]

  I want to come back to something that [TS]

  it's kind of like a little elephant in [TS]

  the room was not discussed yet which is [TS]

  the fact that this video is 20 minutes [TS]

  long [TS]

  who this is abnormal there's been one of [TS]

  a video on your channel that's that's [TS]

  reached kind of over this probably [TS]

  around ten minute mark your videos tend [TS]

  to be under 10 minutes and that was one [TS]

  that you've already mentioned a moment [TS]

  ago which is humans need not apply which [TS]

  is a 15-minute video which was also a [TS]

  pain in the Alps [TS]

  yeah and now you've done this one which [TS]

  is 20 minutes [TS]

  ya los later follow ups which you've [TS]

  mentioned now you call out maybe two or [TS]

  three of those in the video so i want to [TS]

  know like at what point in this process [TS]

  did this become a single 20-minute video [TS]

  and not like to terminate videos and was [TS]

  this decision related in any way to [TS]

  youtube seeming preference now for watch [TS]

  time overviews boot yeah that's a good [TS]

  question [TS]

  so for people that don't know typically [TS]

  in the history of youtube views of [TS]

  thinking the way to get promoted most in [TS]

  the algorithm the way to get on the [TS]

  front page the way to get the most money [TS]

  from your ads was to get the most views [TS]

  youtube has pretty much silently changed [TS]

  this it's one of these things that as [TS]

  I've looked more and more interest there [TS]

  there are many things on YouTube that [TS]

  just get passed from person to person [TS]

  because somebody told someone and then [TS]

  it kind of moves out [TS]

  yeah busy this is definitely a thing [TS]

  that happens which is everybody trying [TS]

  to speculate and the game of telephone [TS]

  occurs about what the algorithm may or [TS]

  may not be doing is very hard to try to [TS]

  separate that from what is the algorithm [TS]

  actually doing but the current [TS]

  agreed-upon consensus is that watch time [TS]

  which is the amount of time somebody [TS]

  spends watching a video [TS]

  is worth more to you then views so what [TS]

  a lot of people are doing now is making [TS]

  longer videos so you get more minutes [TS]

  that can be viewed so it pushes your [TS]

  watch time up pushing through the [TS]

  algorithm enhances your ad rates and it [TS]

  is believed that the YouTube is trying [TS]

  to do this to curb [TS]

  click click view click bait because [TS]

  people will give clickbait I'll to get [TS]

  the view you get the number but then [TS]

  people start watching within 20 seconds [TS]

  because it's actually not what they were [TS]

  children and for so watch time and you [TS]

  know we talked about this retention [TS]

  figures last time to kind of go hand in [TS]

  hand that is more indicative of a video [TS]

  being worthwhile if somebody is watched [TS]

  through the most of it so the watch time [TS]

  seems to be the thing that people are [TS]

  focusing on so a 20-minute video has a [TS]

  higher chance of getting more allotted [TS]

  minutes then a four-minute video [TS]

  yeah there's a few things that are mixed [TS]

  together with the conversation that [TS]

  occurs around watch time and actually [TS]

  recently just put a ton of data from all [TS]

  of my videos into a bunch of [TS]

  spreadsheets to try to take a look at [TS]

  the data on my own channel and how it [TS]

  relates to watch time because precisely [TS]

  because of what you said before of [TS]

  trying to figure out like how much of [TS]

  this is just a rumor [TS]

  how much of this is real is there [TS]

  anything that I can pull out of my own [TS]

  data set to try to get an answer to this [TS]

  and this is two questions one of which [TS]

  is how much does YouTube promote a video [TS]

  if it has a large amount of watch time [TS]

  and ultimately I think that's unknowable [TS]

  like the the effect of that has I I just [TS]

  don't know i can say with an extremely [TS]

  high degree of confidence that youtube [TS]

  is using watch time as a proxy for video [TS]

  quality that that's this is the best [TS]

  metric they've come up with to try to [TS]

  figure out is is this a video that [TS]

  people want to see I think that's [TS]

  sensible on Piper let's say i had some [TS]

  interesting conversations with some [TS]

  people about this [TS]

  and I can't come up with a better way to [TS]

  eat you need to have some kind of number [TS]

  to feed the Machine about about how good [TS]

  our videos are our heart or how not good [TS]

  our videos watch time seems pretty good [TS]

  you know and I've I've lived through the [TS]

  various phases where you can see that [TS]

  the YouTube algorithm is poorly attuned [TS]

  to what is good and it sometimes has [TS]

  hilarious results boob apocalypse was a [TS]

  few years ago [TS]

  we're just some nails with boobs in them [TS]

  work everywhere all over youtube for [TS]

  like a month because of some tweaks to [TS]

  the algorithm and they had like oh god [TS]

  who doesn't all right look for the [TS]

  terrible thing but you couldn't watch [TS]

  any video without seeing that the [TS]

  related videos were people who were just [TS]

  like reacting to the main video but we [TS]

  just put boobs in the thumbnail like i [TS]

  used to get this on every single video i [TS]

  made for for a couple months before they [TS]

  tweak the algorithm around like it so [TS]

  it's a really hard problem to solve [TS]

  when you also consider that there are [TS]

  people who are trying to game the system [TS]

  constantly at and so what watch time [TS]

  seems reasonable [TS]

  now that the thing that I don't know is [TS]

  how much does that actually affect the [TS]

  video going out to subscribers [TS]

  how much does it affect if it gets onto [TS]

  the trending part of YouTube or not I [TS]

  have no idea and I don't really have any [TS]

  ability to now like looking through my [TS]

  own data set and trying to do some [TS]

  correlations you know against different [TS]

  values for like how did how much does [TS]

  this seem to affect as correlated verse [TS]

  watch time on my videos I can't really [TS]

  draw any super strong conclusions that [TS]

  there's like an there's an unambiguous [TS]

  relationship between watch time on a [TS]

  video and how many people view it right [TS]

  like how many views how many subscribers [TS]

  does it go out to I can't see and [TS]

  unambiguously clear relationship between [TS]

  those two things there's a second [TS]

  question which is due longer videos make [TS]

  you more money and i think there's a [TS]

  confusion that has occurred here among [TS]

  youtube viewers which I actually think [TS]

  PewDiePie is no small part responsible [TS]

  for this [TS]

  he's always making jokes about that you [TS]

  know I gotta get the video to 10 minutes [TS]

  and I think he's put an idea in people's [TS]

  head that the 10-minute number is [TS]

  somehow related to youtube red which [TS]

  distributes money based on watch time [TS]

  and that's that's actually not the case [TS]

  youtube red money is distributed to [TS]

  everybody in proportion to their watch [TS]

  time but when you get a video / 10 [TS]

  minutes you can put an ad at the end of [TS]

  it not just an ad at the beginning like [TS]

  those pre-roll ads that show up you can [TS]

  have one at the end [TS]

  ok that's why lots of YouTube channels [TS]

  are aiming for videos that are 10 [TS]

  minutes and one second long is because [TS]

  it means they can double up the number [TS]

  of ads that potentially show on that [TS]

  video how do you feel about that Mike [TS]

  such as terrorists i understand it but [TS]

  like I don't know it's like in its own [TS]

  little way kind of upsetting to me [TS]

  it annoys me that it's even a thing the [TS]

  last time this happened to me was I put [TS]

  up a video the the Q&A video that I did [TS]

  I don't know maybe like nine months ago [TS]

  now did a Q&A with greater number three [TS]

  and i remember thinking that one came up [TS]

  to nine minutes long and I was annoyed [TS]

  simply by the fact that i found myself [TS]

  thinking for a second like should i do [TS]

  one more question this Q&A you know to [TS]

  stretch it out to 10 minutes i thought [TS]

  now like I hate this system controls I [TS]

  don't like this like this even the fact [TS]

  that this thought is occurring to me [TS]

  like irritates me [TS]

  I don't even want this to be a [TS]

  consideration like I've spent a whole [TS]

  bunch of time on the script I think [TS]

  these questions flow in an appropriate [TS]

  way like no I'm not going to go back in [TS]

  and monkey wrench in an additional [TS]

  questions we can make my video 10 [TS]

  minutes and one second long so there can [TS]

  be a second at the end i guess i don't [TS]

  blame youtube for this this isn't [TS]

  something that I think YouTube is doing [TS]

  wrong [TS]

  they're doing like the best they can but [TS]

  it's everybody else that's the problem [TS]

  is like the people who try and gain it [TS]

  but funnily enough it relates back a [TS]

  little bit to what we were just talking [TS]

  about a minute ago [TS]

  Lou the people being up in the system [TS]

  making it worse for everyone because [TS]

  they have their own things that they [TS]

  want to try and gain out of it like [TS]

  there's someone somewhere who is in [TS]

  charge of how much adsense revenue does [TS]

  YouTube generator [TS]

  quarter and they want to make that [TS]

  number go up and it is totally [TS]

  reasonable that if you say so you upload [TS]

  a video that's an hour-long to youtube [TS]

  well it's reasonable to have an ad at [TS]

  the beginning and at the end and to have [TS]

  an ad in the middle because it's a [TS]

  totally reasonable thing if someone is [TS]

  on your site for an hour watching some [TS]

  content once you can see that point [TS]

  there has to be some cut off below which [TS]

  you say you're not allowed to have more [TS]

  than one ad on this video and and [TS]

  whatever that number is you're going to [TS]

  always have people ending up like near [TS]

  that number up and then feeling like P [TS]

  we make it just a little bit longer [TS]

  because like that the idea of the cutoff [TS]

  is a user-friendly is a [TS]

  consumer-friendly thing move but it ends [TS]

  up being negative the consumer because [TS]

  then you end up with people pushing to [TS]

  get to that point right right and here [TS]

  here here is a situation where we now [TS]

  talk about the power again right [TS]

  personally if I was in charge of YouTube [TS]

  adsense revenue and I was also [TS]

  incredibly secure my position of power [TS]

  and didn't actually have to increase [TS]

  those numbers i would i would probably [TS]

  raise that limit from 10 minutes to 20 [TS]

  minutes i think twenty minutes you're [TS]

  going to just cut out a lot of videos [TS]

  that people could possibly stretch [TS]

  I think 10 minutes is just too close to [TS]

  the point where a bunch of people can [TS]

  stretch it just a little longer to make [TS]

  a 1001 and 20 minutes outside of that [TS]

  but back in reality land whoever's job [TS]

  is it is to be in charge of Adsense [TS]

  revenue has to go to their boss and be [TS]

  like I would like to decrease quarterly [TS]

  revenue by potentially millions of [TS]

  dollars that who knows how much and and [TS]

  what's your reason for this [TS]

  I think it's a slightly better user [TS]

  experience is like now get outta here [TS]

  this is wrong this is not possible we [TS]

  have like you crazy like can you show me [TS]

  on paper how much better the user [TS]

  experiences like two people even really [TS]

  care and like this isn't it never gonna [TS]

  happen [TS]

  I have a question for you we're going to [TS]

  play this game [TS]

  ok the cgpgrey channel who is a video is [TS]

  a chat is like one of these channels [TS]

  whether it has like four people to make [TS]

  it [TS]

  as for it right and you run it and the [TS]

  videos are coming in at nine minutes and [TS]

  30 seconds they keep they keep kind of [TS]

  floating around that number nine minutes [TS]

  8 minutes 25 nine minutes 45 to you as [TS]

  boss of cgpgrey channel instruct your [TS]

  video creators to push to 10 [TS]

  ok so now this is a thing we're told [TS]

  like the details totally matter and one [TS]

  of the questions is like how well is the [TS]

  business doing there are many scenarios [TS]

  which I might not even have a choice [TS]

  about whether to do that or not the [TS]

  business is doing perfectly fine [TS]

  ok so now that now this is this is [TS]

  exactly how i try to arrange my life [TS]

  the business is doing perfectly fine and [TS]

  if it's all arranged the way great [TS]

  industries is arranged which is i'm the [TS]

  dude in charge and I have no one to [TS]

  answer to [TS]

  I would just leave it like a knob it [TS]

  would be fine you know you could make [TS]

  twenty-five percent more revenue year if [TS]

  you ask you'll create as to just to 25 [TS]

  seconds more work for each video I would [TS]

  still say no under the assumption that [TS]

  the business is doing fine and I can [TS]

  feel confident saying that because I [TS]

  know already that i make a bunch of [TS]

  decisions that are like that show which [TS]

  witch is which is getting back to your [TS]

  very first question about talking about [TS]

  the length of this video like is the [TS]

  length of this video longer to make more [TS]

  money in some ways actually not some [TS]

  ways in almost every way that a [TS]

  spreadsheet can measure this video is a [TS]

  terrible i see it's just like it a [TS]

  terrible terrible idea in terms of [TS]

  return on investment and in terms of how [TS]

  long did it take to make but I also now [TS]

  fact-finder's is increasingly thing i [TS]

  have to be aware of is how much does it [TS]

  cost to make when it's not just me [TS]

  working on it anymore and also when [TS]

  facing the reality of this video could [TS]

  quite easily be to 10 minute videos or [TS]

  35 minute videos like there-there are [TS]

  chapter breaks in this video around the [TS]

  dictatorship democracies and taxes and [TS]

  revolts there's no reason I couldn't [TS]

  have made this a three-part series [TS]

  especially when you have two more videos [TS]

  plan [TS]

  yeah well I have [TS]

  videos planned anyway like it's going to [TS]

  be it's going to be more stuff coming [TS]

  down the road so it is not like it would [TS]

  be feel like an artificial splits you [TS]

  know it's it's a it's a weird thing to [TS]

  look at this and to know for a fact that [TS]

  the way my business runs i could [TS]

  essentially have tripled the [TS]

  profitability of this video for not very [TS]

  much work and I chose not to this is one [TS]

  of the great things about working for [TS]

  yourself is that you can make decisions [TS]

  based on taste that is it is so it is so [TS]

  true i I'm actually I've had it I've had [TS]

  a number of decisions like this that [TS]

  happened to come up in the past couple [TS]

  weeks where there's a question about [TS]

  should i do with thing the thing is [TS]

  obviously a good business decision but I [TS]

  don't feel good about doing the thing as [TS]

  I guess what i am the CEO and the board [TS]

  of directors of my own company so i [TS]

  don't have to do this it is a freeing [TS]

  feeling to know that you can do like you [TS]

  know one of the very basic things for us [TS]

  is the sponsors that we turned down [TS]

  yeah yeah companies that I know will [TS]

  give me maybe more money than some of [TS]

  the companies that we work with just [TS]

  because they really want to get their [TS]

  word out that we just say it's not going [TS]

  to work i even things like when we have [TS]

  a perfectly valid companies but we have [TS]

  another company that were working with [TS]

  that sells the same product it's not [TS]

  about that there's a contractual thing [TS]

  in place we just try not to mix the [TS]

  message because it doesn't make sense [TS]

  for us because we think it's confusing [TS]

  to our listeners exactly exactly and [TS]

  that's and that's the kind of thing that [TS]

  when you're working for yourself you can [TS]

  make those decisions [TS]

  it is on the list of things that are [TS]

  beneficial that working for yourself [TS]

  being able to turn down stuff that you [TS]

  don't feel good about is very high on [TS]

  that list even if it doesn't make [TS]

  business sense and perhaps especially [TS]

  when it doesn't make business sense and [TS]

  and this video is is one of those cases [TS]

  just so crystal-clear people are looking [TS]

  at this video from the perspective of it [TS]

  seems like it's three sections it could [TS]

  have been broken up into three sections [TS]

  why didn't you do that but but from my [TS]

  perspective what I'm looking at is I had [TS]

  a thing that was fifteen thousand words [TS]

  that would have been an hour and 20 [TS]

  minutes long if recorded and what I [TS]

  tried to pull out of it was which three [TS]

  sections go together as a cohesive group [TS]

  and which three sections makes sense as [TS]

  a as a place to start when talking about [TS]

  this stuff and it's like that's why this [TS]

  video is is 20 minutes [TS]

  like it'sit's not 20 minutes because i [TS]

  was aiming for a watch time point it's [TS]

  certainly not 20 minutes because I would [TS]

  make more money on that like the [TS]

  spreadsheets definitely tell me the [TS]

  terrible financial decision but its [TS]

  twenty minutes because it feels like [TS]

  this is a cohesive group on a topic that [TS]

  is important to me that I think unifies [TS]

  a lot of the other things that i have [TS]

  talked about and so I want these two go [TS]

  together and they have ended up being 20 [TS]

  minutes but that it is a part is a [TS]

  process of cutting 220 it is not [TS]

  remotely a process of building 220 [TS]

  today's episode of cortex is also [TS]

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  from with fresh ingredients you're going [TS]

  to learn skills you're going to learn [TS]

  how to cook x better you're going to [TS]

  learn how to chop why easier it's going [TS]

  to be way easier for you and way more [TS]

  fun every time you cook whatever you're [TS]

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  blue Abram so don't wait visit blue [TS]

  apron dot-com / cortex and we thank you [TS]

  apron for their support of this show and [TS]

  really FM blue apron a better way to [TS]

  cook [TS]

  I have a theory move about this video [TS]

  that I i will share shortly but i have a [TS]

  question asked you first [TS]

  ok question is how long did this script [TS]

  take like from when it was serious not [TS]

  from one house of the video that it was [TS]

  previously like from when you decided [TS]

  i'm making this video about this topic [TS]

  and when you start writing script yes [TS]

  that that's pretty clear [TS]

  I can pinpoint for you exactly when this [TS]

  script started to dominate and ruin my [TS]

  life which was essentially right when I [TS]

  came back from summer vacation so that [TS]

  would have been the very end of august [TS]

  or the beginning [TS]

  of September that that is when it [TS]

  started to turn into like this is the [TS]

  only thing I am working on constantly so [TS]

  we're looking at about two to three [TS]

  months on this [TS]

  yeah roughly I guess gotta yes this was [TS]

  the end of october yeah I guess that's [TS]

  about right [TS]

  probably closer to two because I now [TS]

  have this interesting phase where the [TS]

  animators working on things as well but [TS]

  yeah closer to two months than three [TS]

  alright so let's say it's 22 months of [TS]

  work what does the average time that a [TS]

  script takes to complete [TS]

  okay well this is this is the thing i [TS]

  have a hard time answering because in [TS]

  general i say like it it takes his [TS]

  script six weeks to go from start to [TS]

  finish but that is almost always [TS]

  implicitly that I'm like I'm working on [TS]

  other things in the middle like I often [TS]

  work on it for say like two or three [TS]

  weeks and then I intentionally put it [TS]

  aside for a little bit and then I come [TS]

  back and try to work on it again and i'm [TS]

  working on multiple things and so I have [TS]

  a very hard time coming up with the [TS]

  number for this script because it was [TS]

  just a thing that my family is the where [TS]

  was just constantly on my mind and so I [TS]

  I couldn't even possibly begin to put a [TS]

  number on how much time I have spent on [TS]

  this and how much time i have i have [TS]

  written and discarded and written again [TS]

  enormously long drafts trying to figure [TS]

  out a way to approach this topic so i [TS]

  have no number for you Mike [TS]

  so this one but like much but kinda [TS]

  maquina and trying to drive from this [TS]

  which you've done perfectly for me is [TS]

  that this one was abnormally hard and [TS]

  tricky and difficult to complete in a [TS]

  way that the script usually aren't like [TS]

  this your home was way harder [TS]

  yeah i'm usually frustrated by every [TS]

  script i work on but like this one was [TS]

  difficult to the point where it was [TS]

  impacting my health difficult like just [TS]

  anecdotally I think maybe since since I [TS]

  think the video before America box just [TS]

  in our conversations I've known [TS]

  something about every video that you put [TS]

  out since then [TS]

  I knew nothing about this one other than [TS]

  the fact day was killing you [TS]

  who and that was an interesting data [TS]

  point for me to highlight how much you [TS]

  hated this video is that he didn't [TS]

  really want to talk about it and that [TS]

  was a very interesting to me just to see [TS]

  that so from from the history of this [TS]

  show and the things that you said in the [TS]

  past I think listeners will be well [TS]

  aware of the fact and especially the [TS]

  settlers of catan video is the mean here [TS]

  that you will put a script to bed if it [TS]

  is killing you who you didn't do that [TS]

  with this one a my theory is that it's [TS]

  because of the animator you're totally [TS]

  wrong there [TS]

  sorry Mike that's that can you see where [TS]

  i was driving at that like it changed [TS]

  your business in a certain way because [TS]

  you decided to have assets that enables [TS]

  and she working on it anymore it was too [TS]

  late [TS]

  yeah it's my Terry it totally wrong [TS]

  couldn't be going at like that there's [TS]

  an interesting conversation to be had [TS]

  about how having an animator has has [TS]

  changed my business quite a lot but that [TS]

  is totally wrong [TS]

  yeah I knew there was but I had as much [TS]

  chance of being right is being run on [TS]

  this one I can see why you were thinking [TS]

  that and I did because I knew this was [TS]

  going to be such a nightmare and it was [TS]

  going to be really long i was having the [TS]

  animator just work on generic stuff way [TS]

  ahead of time like a look we're going to [TS]

  need some dictators we're gonna need [TS]

  some Kings are going to need some [TS]

  Thrones and some tanks like I don't [TS]

  exactly know where any of its going to [TS]

  go but like just start dry we that we [TS]

  can use all of these pieces later but [TS]

  had this script not come together at [TS]

  some point I would have just abandon [TS]

  that we would have just put it on ice [TS]

  well you know we'll come back to this at [TS]

  some point you know it was a drawing of [TS]

  a guy with a crown on it isn't going to [TS]

  go to waste on the CB great channel like [TS]

  it's going to come up at some point so I [TS]

  don't feel that way then I don't know [TS]

  why you kept this one going i said [TS]

  before i found this topic personally [TS]

  important and unifying of a bunch of the [TS]

  other things that i have discussed this [TS]

  video is at the base of why a lot of the [TS]

  other things i have complained about [TS]

  in my videos are the way they are right [TS]

  and I i don't know i think people often [TS]

  in arguments get way too focused on the [TS]

  details like they get bogged down in the [TS]

  details of individuals and lose sight of [TS]

  the structure and so this to me feels [TS]

  like I'm I have two ideas that I'm [TS]

  trying to convey here but like one of [TS]

  them that i think is so important is [TS]

  like listen people you're intense focus [TS]

  on the ruler is misplaced that use is an [TS]

  important like it's not that it's not [TS]

  important but it's an incredible amount [TS]

  of energy being devoted to the wrong [TS]

  thing when you're talking about problems [TS]

  i can like all the action is one level [TS]

  down and I think that's a that's an [TS]

  important idea to convey and I i have [TS]

  seen in personal conversations that when [TS]

  I have been able to turn someone's mind [TS]

  on this topic just as like i was saying [TS]

  before I found it personally freeing in [TS]

  some ways with with regards to working [TS]

  within an organization i have found that [TS]

  has the same effect on other people like [TS]

  if i can i can turn your mind from [TS]

  thinking about these problems as related [TS]

  to individuals instead as problems that [TS]

  fall out of the structure i think that [TS]

  understanding is is beneficial i think [TS]

  it makes the world less confusing and [TS]

  much more understandable [TS]

  it makes perfect sense like I can say it [TS]

  just like it [TS]

  ok it doesn't make perfect sense [TS]

  actually I understand why you wanted to [TS]

  make it I just can't understand why you [TS]

  stuck with it because it goes against so [TS]

  many of your kind of underlying [TS]

  principles of the way that you conduct [TS]

  yourself in business [TS]

  it was ok well what principles do you [TS]

  think it contradicts right it just it [TS]

  completely shattered the spreadsheets [TS]

  yeah which is one [TS]

  and it consumed your entire life [TS]

  Lou you couldn't work on anything else [TS]

  who and it made you sad you know because [TS]

  you always say write like it's something [TS]

  that I admire that it you want you work [TS]

  the amount you want to work and you [TS]

  don't work anymore than that right like [TS]

  it's like it kind of rolled up defining [TS]

  thing about the way that gray industries [TS]

  run is that it is not that you you don't [TS]

  want to work every minute of the day [TS]

  yeah what the things you know you want [TS]

  the amount that you need to work this [TS]

  was way more than that [TS]

  yeah but you know at there's 2.0 l one [TS]

  of which is I think people often get [TS]

  distracted by the fact that i like [TS]

  metrics I like spreadsheets but i always [TS]

  use them as as guidelines they're not [TS]

  laws like I i am i am not beholden to [TS]

  the spreadsheet so the fact that a video [TS]

  breaks the spreadsheet i feel like well [TS]

  this is this is I'm i have set up my [TS]

  whole business so that i can do this [TS]

  exact thing that is like this is not a [TS]

  problem that video doesn't make sense in [TS]

  terms of like roi on my hours right and [TS]

  then the second thing is this [TS]

  I couldn't let go if I even wanted to [TS]

  write it was it just this is one of [TS]

  those moments where like my brain would [TS]

  never have let this go like well i guess [TS]

  i guess i'm just gonna plow through this [TS]

  i can't I guess I'm just gonna have [TS]

  weeks where I keep waking up in the [TS]

  middle of the night thinking about the [TS]

  thing and writing down notes and trying [TS]

  to figure out how it goes [TS]

  I I I feel like I'm in some sense had no [TS]

  choice but to plow through and finish [TS]

  this video i just don't think I could [TS]

  have let it go anyway so even though it [TS]

  destroyed my theory [TS]

  I'm kind of happy to hear this because [TS]

  like not that I didn't think this about [TS]

  you but it's nice to know that like the [TS]

  creation that the desire to create the [TS]

  thing is still there you know even [TS]

  though you've been successful what you [TS]

  do for so long [TS]

  that like that the up like the [TS]

  overwhelming desire to make the thing [TS]

  still exists even though you have the [TS]

  ability to just make good stuff right [TS]

  that doesn't do this to you who you [TS]

  could have just said this is too hard [TS]

  i'm going to work on one of the other [TS]

  ideas I have [TS]

  yes I'd the business needs to keep [TS]

  running like a can't can't do this like [TS]

  this is too much you could have very [TS]

  easily done that but you didn't you [TS]

  decided like I have this thing that I [TS]

  really care about that currently is [TS]

  really care about that currently is [TS]

  the money pit but i really want to make [TS]

  it so I'm gonna make it and then like [TS]

  that i don't know there's something that [TS]

  then couples up because considering how [TS]

  much money or your opportunity this [TS]

  video cost you [TS]

  it would make more sense to split into [TS]

  two videos but you didn't do that like I [TS]

  don't know this is something about that [TS]

  is it's nice to just to see I feel like [TS]

  I need to say something really robotic [TS]

  now to pull you back like bleep bloop [TS]

  doesn't compute [TS]

  are you getting here like flowers in [TS]

  your eyes at this moment look like it's [TS]

  nothing you can do now that this out [TS]

  there the ideas out there run away from [TS]

  you look at me I'm a tortured artist who [TS]

  he would i'm at just you know I really [TS]

  was this day without for your head in [TS]

  your hands a few times yeah it was it [TS]

  was terrible it was really terrible i [TS]

  was looking at the numbers of this video [TS]

  and as of the time of recording you've [TS]

  broke two million views on this video [TS]

  which is awesome congratulations thank [TS]

  you start looking at the other numbers [TS]

  in your channel and they're so large [TS]

  right they're all in the millions and I [TS]

  started thinking about viral videos like [TS]

  viral videos they usually seven-figure [TS]

  view videos right sometimes more than [TS]

  yours [TS]

  sometimes just the level of yours and I [TS]

  wanted like if virality from plays in [TS]

  two [TS]

  cgpgrey videos anymore like they not [TS]

  just all viral videos and like if all [TS]

  videos of viral or any really wild hook [TS]

  right when everyone's super no one is ya [TS]

  think that there is that is totally an [TS]

  interesting question and like are you [TS]

  just in the viral video business with [TS]

  the I I i have started to think about it [TS]

  in a different way a guy used to very [TS]

  much think about my videos as viral [TS]

  videos but i think at some point they're [TS]

  just things that I make write something [TS]

  about viral illness is a question of [TS]

  of outlier pneus like you think of viral [TS]

  as a person has ever as a regular [TS]

  YouTube channel and then they make a [TS]

  video and it goes really crazy and it's [TS]

  an order of magnitude larger than [TS]

  anything else or or what I actually have [TS]

  a perfect example of someone who has [TS]

  regularly highview numbers who recently [TS]

  had a viral video which is Casey nice [TS]

  that he dripped generally gets whatever [TS]

  is now tue 23 million views [TS]

  you know in indio and then he did that [TS]

  video about was it to buy airlines still [TS]

  haven't come around watching it 21 [TS]

  thousand-dollar first-class airline [TS]

  seats which you need to watch it's [TS]

  fantastic and probably it's a 24 million [TS]

  views right i think of the word i think [TS]

  of the word viral is going to mean [TS]

  something and there's it has to be [TS]

  something about outlier status my [TS]

  country that's his most viewed video [TS]

  right for that like I'm not surprised [TS]

  that it is and it's a month old [TS]

  yeah but that's viral illness right he [TS]

  did I pick my place he had a bunch of [TS]

  really popular videos you know any yeah [TS]

  but I think Casey's Casey nice dad's [TS]

  career is sort of similar like in that [TS]

  he started out making viral videos and [TS]

  now he just makes blog that routinely [TS]

  get millions of you every day of the [TS]

  week virality is relative [TS]

  I think there's a way to think about [TS]

  that yeah and I i have a hard time [TS]

  thinking about the metrics from my own [TS]

  videos like what is this successful [TS]

  video what is not a successful video and [TS]

  part of it is this idea that like I [TS]

  don't make viral videos like my videos [TS]

  have relatively similar numbers the ones [TS]

  that have numbers that are much larger [TS]

  are generally much older right which you [TS]

  should expect and so like I don't eat [TS]

  even though i'm getting pretty big [TS]

  numbers that if they happen to a random [TS]

  youtube channel you would definitely say [TS]

  like that is a viral video but i'm not [TS]

  i'm not sure that they can be described [TS]

  as viral video so I don't think that's [TS]

  really what I [TS]

  do I think it did it depends on like [TS]

  your definition of such like a few [TS]

  numbers of what you're looking for then [TS]

  you don't make viral videos anymore [TS]

  because all of your videos very large [TS]

  number two number but it's like what if [TS]

  it's how they get around right like that [TS]

  they're everywhere posted on website [TS]

  something and that still happens to you [TS]

  like the videos stretch outside of your [TS]

  subscription base by a huge margin is [TS]

  that five reality you know so like that [TS]

  it depends on your definition of it [TS]

  which there isn't one [TS]

  you know anyhow like that was just it [TS]

  was just a thing that I wondered because [TS]

  at a certain point like they're not [TS]

  thought of as being viral by you anymore [TS]

  because they're just this is just what [TS]

  you do like two million few videos right [TS]

  but it's but it's more important that [TS]

  they are there within an order of [TS]

  magnitude of each other all of them [TS]

  right yeah that could be there aren't [TS]

  really any outliers and I think they're [TS]

  in my mind that's that's what it is [TS]

  because the video that the videos that [TS]

  have been the outliers in the past and [TS]

  not anymore because time has made that [TS]

  not so much like the difference between [TS]

  the UK like the UK video can explain and [TS]

  humans need not apply those videos which [TS]

  were the standouts over time have become [TS]

  less exceptional because other videos [TS]

  are catching up to them [TS]

  yeah but if I if I look back on because [TS]

  i just put together a spreadsheet which [TS]

  has all of this data actually if I if I [TS]

  look back on the 2011 time in my career [TS]

  which is when I was just getting started [TS]

  the variance in the videos is very high [TS]

  yes right like so like my first video I [TS]

  have all of the data adjusted for the [TS]

  first 28 days so how did you do in the [TS]

  first month and so like the the my very [TS]

  first video the UK difference one [TS]

  totally a viral video right it did [TS]

  720,000 views in the first month my next [TS]

  video first-past-the-post did 32,000 [TS]

  views right in the first month and is [TS]

  that there's a lot of numbers like that [TS]

  where it's you know it's many hundreds [TS]

  of thousands 30,000 right half a million [TS]

  fifty thousand a hundred thousand and [TS]

  then 600,000 like that is way more like [TS]

  I was in the viral business then because [TS]

  the variance was just much higher [TS]

  looking at the channel now it's so funny [TS]

  to me that time image of teachers and [TS]

  the daisy chain computer cable thing is [TS]

  too low batt still there [TS]

  look this is this is part of YouTube [TS]

  tradition right you're not supposed to [TS]

  remove your old videos that are [TS]

  unrelated like you Mike here's the thing [TS]

  this is the problem with you with this [TS]

  new generation of youtubers like you [TS]

  write is you have an idea of what this [TS]

  is supposed to be right from the start [TS]

  and you know what you're doing [TS]

  especially whereas all divers didn't [TS]

  have anything to do you know what we [TS]

  were doing it like stumble upon a thing [TS]

  but if that's the way you were you have [TS]

  to leave up those old videos right [TS]

  that's just that's just the way it [TS]

  happens like mkbhd ever takes down that [TS]

  video of twelve-year-old him reviewing a [TS]

  VCR i will be very sad maybe i won't be [TS]

  of longer in a year right and all of [TS]

  this time doing now is just this weird [TS]

  history [TS]

  yeah we will see but one of the funniest [TS]

  effects of these large numbers so you [TS]

  recommend the dictators handbook right [TS]

  yeah at the end of the video and this is [TS]

  the book that you learn from and you [TS]

  mentioned people to go and check it out [TS]

  because you think it's very good [TS]

  you did a really great job of selling [TS]

  this book like I became interested in [TS]

  the book as well I don't know what it [TS]

  was that you did I was like yeah I want [TS]

  to read this book which is a very rare [TS]

  thing for me and then somebody contacted [TS]

  you think or you checked and saw that [TS]

  the book had gone from like position [TS]

  53,000 224 on amazon and is now our [TS]

  stock in hardcover [TS]

  yeah so when I did the video i wanted [TS]

  the American parks video on Guns Germs [TS]

  and Steel essentially ever gonna totally [TS]

  uncontroversial in any way which way [TS]

  let's leave that aside i think is a [TS]

  great book he was reading a book to read [TS]

  what it actually says that what people [TS]

  say it says but the whole other story [TS]

  for another day or Never but after i put [TS]

  that up at [TS]

  someone messaged me or something like it [TS]

  it only occurred to me later to think Oh [TS]

  amazon has public sales rankings of of [TS]

  their data which i didn't quite realize [TS]

  that you can use this is like a stock [TS]

  market for books and out i wish i had [TS]

  known this ahead of time because I was [TS]

  kind of curious to like do my videos [TS]

  move book sales if I reference a book in [TS]

  particular like I didn't have any idea I [TS]

  was kind of curious and so doing this [TS]

  video was a kind of perfect test case [TS]

  because again because i think this is [TS]

  actually think it's an important topic [TS]

  and i think it is helpful for people to [TS]

  understand this topic I really did want [TS]

  to make a push for like you need to read [TS]

  or listen to this book at the end like [TS]

  it's a very hard sales push because like [TS]

  I want people to read this book and so [TS]

  because of that i was curious to see [TS]

  like does it make any effect on the [TS]

  actual sales and so I took a screenshot [TS]

  ahead of time of of where the book was [TS]

  and it was something like in the you [TS]

  know the 50 thousands of bestsellers [TS]

  right so if you rank all of the books on [TS]

  amazon by how well they're selling it [TS]

  was like the 50,000 best-selling book [TS]

  and and yes the the high-water mark as [TS]

  far as I was able to catch was it jumped [TS]

  from 50,000 to 19 on all of amazon it [TS]

  made its way to the page that lists the [TS]

  top 20 best-selling books on amazon and [TS]

  then a little while people started [TS]

  tweeting me that the delay for the book [TS]

  was up to 25 weeks sounds like I wonder [TS]

  if we sold out [TS]

  amazon like is it did this did this [TS]

  happen and then I lo and behold I got an [TS]

  email from the publisher of the book [TS]

  away [TS]

  that's awesome who told me that they had [TS]

  sold all of the books haha and that they [TS]

  were doing another printing of the book [TS]

  because there were no more books can you [TS]

  see like the thing about that it's like [TS]

  the what the video was about [TS]

  and then you made a video and now [TS]

  there's nobody like the power in all [TS]

  inherently and all of that it's so weird [TS]

  to me you were able to just destroy the [TS]

  inventory I I mean like it's a it's a [TS]

  strange experience because like I was [TS]

  wondering how this book is at 50,000 I [TS]

  wonder if we can move it to 40,000 like [TS]

  is that it can i c-can I even see on [TS]

  Amazon because the interesting thing is [TS]

  I don't tell people go by the book on [TS]

  amazon right I didn't hard to apply an [TS]

  audible exactly it's part of an audible [TS]

  add I'm saying like go list I'm saying [TS]

  go listen to this book but but [TS]

  nonetheless even when I don't reference [TS]

  amazon i didn't put a link to amazon in [TS]

  the video because there's nothing [TS]

  there's nothing about Amazon here and [TS]

  afterwards I find out that every [TS]

  physical copy of the book that exists [TS]

  has been sold and they're printing more [TS]

  incredible it was it was it was [TS]

  surprising to say the least and let the [TS]

  power go to your head man I'm glad [TS]

  people are reading the book you know [TS]

  it's like I get mission accomplished [TS]

  mission way more accomplished than I [TS]

  ever thought it was going to happen like [TS]

  I actually feel good that if i go all-in [TS]

  on like telling my audience like I think [TS]

  you should read this book that they [TS]

  trust me enough to go do yeah that's [TS]

  cool that i think that's that's the part [TS]

  that I feel good about you know that [TS]

  like I've done I've done other book ads [TS]

  before and I'm like I always try to [TS]

  recommend something that I like but it's [TS]

  I thought like this one is this one is [TS]

  different like I'm trying to communicate [TS]

  to the audience like go read this book [TS]

  and I want to see like this does this [TS]

  book in particular move at all in the [TS]

  sales if i do that and so it does that [TS]

  the way that you present it that was [TS]

  particularly impactful it you could tell [TS]

  that you really meant it like who you [TS]

  should read this like because I came [TS]

  away from it being like maybe you should [TS]

  read that we have you know if you need [TS]

  anything that doesn't happen very often [TS]

  I'm not [TS]

  going to buy thought about it for a [TS]

  threat I'll take that as a victory in [TS]

  Mike's mind even if for a fleeting [TS]

  moment I had Mike think maybe i'll read [TS]

  a nonfiction look the only books I ever [TS]

  read for the cortex book club still the [TS]

  only books I every but yeah it's amazing [TS]

  it really is kind of incredible like but [TS]

  you gotta remember that with great power [TS]

  comes great responsibility [TS]

  I understand i certainly won't be using [TS]

  my newfound knowledge of God plot to [TS]

  take over the world until they show is [TS]

  also brought to you by indochino one of [TS]

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  for men to get great fitting high [TS]

  quality suits and shuts at incredible [TS]

  prices when energy no first got in [TS]

  contact [TS]

  I was super excited like every suit that [TS]

  i have ever owned has been just bought [TS]

  off the rack buy from a store and there [TS]

  was just something about it that it [TS]

  doesn't fit right for me maybe the [TS]

  trousers or the Panthers you would call [TS]

  them if you're in America feel tight [TS]

  maybe the jacket isn't cut right feel [TS]

  strange under my arms [TS]

  there's always something that I don't [TS]

  like and buying made-to-measure suits is [TS]

  something I've always wanted to do but [TS]

  I'm not willing to spend thousands of [TS]

  pounds or dollars to do so but this is [TS]

  what excites me about energy know you [TS]

  can get a made-to-measure suits of your [TS]

  own with all of your measurements for [TS]

  just a few hundred dollars is how it [TS]

  works you go to indochino dot-com that's [TS]

  ind oh CH ino dot-com and you could play [TS]

  old school as well if you want and visit [TS]

  one of their nine showrooms in America [TS]

  you take a look through their hundreds [TS]

  of fabrics and patterns then you choose [TS]

  all of your own customizations from the [TS]

  Pels to please the jacket linings and [TS]

  more you just submit your body [TS]

  measurements and they'll make you soup [TS]

  and the body measurement stuff is super [TS]

  simple they have a really handy tool [TS]

  that walks you through step-by-step what [TS]

  you need to measure and how you need to [TS]

  do it they even have little videos and [TS]

  you just enter the measurements one by [TS]

  one and if any are wrong like if they [TS]

  find don't need that they think might be [TS]

  peculiar you get a list at the end with [TS]

  like can you just double check this [TS]

  because their system is so smart that it [TS]

  can pick out things that may have not [TS]

  been measured correctly if you need it [TS]

  into China will even mail you a lovely [TS]

  little [TS]

  measure it was so easy to do and then [TS]

  once you've done this you just kick back [TS]

  relax and get ready to step into the [TS]

  best most stylish suit you've ever worn [TS]

  in just four weeks there's a core part [TS]

  listeners of this show can get any of [TS]

  indochino as premium suits for just [TS]

  three hundred and eighty-nine dollars [TS]

  indochino dot-com when you enter the [TS]

  code cortex at checkout now this is a [TS]

  huge fifty percent off the regular price [TS]

  for a made-to-measure premium suit plus [TS]

  shipping is free and your satisfaction [TS]

  is guaranteed or your money back once [TS]

  again as indochino dot-com indoc age ino [TS]

  com promo code cortex for any premium [TS]

  suit for just three hundred and [TS]

  eighty-nine dollars with free shipping [TS]

  you'll never have to worry about badly [TS]

  fitting suits are expensive trips to the [TS]

  tailor again i cannot wait to get mine [TS]

  so i can also look like a million bucks [TS]

  thank you so much energy known for their [TS]

  support of this show really have them [TS]

  talking about power [TS]

  yes I kinda can't believe this happened [TS]

  in the cortex reddit in the cortex [TS]

  subreddit somebody posted a photo of [TS]

  their write-in vote for grey Hurley and [TS]

  president vice president it's II haha i [TS]

  want to mix before we go any further I [TS]

  have to say this okay was this is of [TS]

  course amazing and hilarious that great [TS]

  early 2016 in the presidential election [TS]

  your vote is important don't forget that [TS]

  that's the i would just say that like [TS]

  it's important i'm sure greater degree [TS]

  in in the democracy it's important to [TS]

  vote if you're going to vote we don't [TS]

  waste your folks [TS]

  however I said that now okay so that is [TS]

  the part i have to say that so listeners [TS]

  your boat is very important [TS]

  however this is one of the greatest [TS]

  things that ever happened today wasn't [TS]

  that like all i'm waiting for is for the [TS]

  mic disclaimer to do end right so i can [TS]

  feel like he has a clear conscience here [TS]

  my conscience is clear look like the [TS]

  little listeners that is what has [TS]

  actually occurred it right Mike is just [TS]

  cleared his moral conscience [TS]

  right i mean you've got it looks like i [TS]

  did I am perfectly happy to toy with [TS]

  civilization and say that this is the [TS]

  larynx incredible absolutely incredible [TS]

  that you know what's even better about [TS]

  this [TS]

  well because I tweet about this and [TS]

  somebody contacted me to say that in [TS]

  this state in Illinois is a class 4 [TS]

  felony to take your picture and share it [TS]

  in a ballot booth brave brave supporter [TS]

  I know dad to the amazing this of it all [TS]

  and it's just there in black and white [TS]

  one president and vice president [TS]

  cgpgrey my curly it's a beautiful [TS]

  we got one we know we got one we got one [TS]

  and of course this this is the this is [TS]

  the thing that happens in every election [TS]

  is the really interesting thing is to [TS]

  see in this county when they do with the [TS]

  final tally is there one vote for great [TS]

  early 2016 [TS]

  oh yeah we can check this one I think [TS]

  that this happens this is a thing like [TS]

  this happens every single year where [TS]

  someone puts in a write-in candidate and [TS]

  then the final totals it is not listed [TS]

  which makes you always feel like that's [TS]

  concerning [TS]

  but like every election ever this is [TS]

  always a story that happens and so now [TS]

  we might be this story if this county [TS]

  illinois doesn't actually report in the [TS]

  final total that there was a great [TS]

  people at we could be at the center of a [TS]

  national news story Mike so this is in [TS]

  Jackson County Illinois no I'm Jackson [TS]

  County you vote counters got our eyes on [TS]

  you [TS]

  yeah we know because we know it's there [TS]

  now that's fantastic absolutely after [TS]

  just a thing of beauty [TS]

  I think I screamed when I saw with i [TS]

  just happened to be in just like just [TS]

  open red and it just had just been [TS]

  posted i'm so excited about it it will [TS]

  yeah it's kind of it it's really silly [TS]

  but it's really amazing [TS]

  yeah i mean an end to be your vote is [TS]

  important don't forget back to say i [TS]

  have this might need to say that you [TS]

  feel better I think I think I think [TS]

  viewers can can watch my video and then [TS]

  come to their own conclusions [TS]

  but it's you know even though I will say [TS]

  like oh if nominated I will not run if [TS]

  elected I will not serve still when [TS]

  seeing your name on a ballot for [TS]

  president for just a moment you're like [TS]

  maybe I should reach out and grasp our [TS]

  like now no like resisted resist it [TS]

  it's a terrible idea nobody wants that [TS]

  job it's an awful it's awful job like I [TS]

  don't want it but for just a moment so [TS]

  you can take your time just one time you [TS]

  know like it will it will suck and it [TS]

  will be horrible but we could do it [TS]

  together you know just for four years [TS]

  yeah right so it's in the history books [TS]

  is like my curly was elected in 2016 [TS]

  for the lulz yeah you know I just take [TS]

  one time it was that the whole thing we [TS]

  will have no we will have no political [TS]

  capital so we will accomplish nothing [TS]

  that's fine [TS]

  yeah i would do one time so we're gonna [TS]

  do what could go wrong how much how much [TS]

  bad could happen in four years I can't [TS]

  imagine very much like it's amazing it's [TS]

  amazing it's amazing i bought a ticket [TS]

  for VidCon oh yeah yeah I didn't know [TS]

  they were on sale yes they are on sale [TS]

  now i got like a pre-sale ticket [TS]

  oh because you're part of the cool kids [TS]

  club right [TS]

  not really i am a member of the internet [TS]

  creators guild which is something that [TS]

  painful who and because it's that was [TS]

  established by hank green icon is run by [TS]

  hank green there was like a very small [TS]

  discount and early ticket you could buy [TS]

  if you're part of the icg which I took [TS]

  advantage of because doing it was [TS]

  nowhere near as expensive as I expected [TS]

  who's like a hundred and thirty dollars [TS]

  or something but which but which tier is [TS]

  that Mike because I learned on my last [TS]

  trip to VidCon it is very is very much [TS]

  in class system with several tiers that [TS]

  are represented by the physical levels [TS]

  in the building so which two are you [TS]

  I went for creator ok so you you are the [TS]

  top tier them well now those industry [TS]

  oh god I can't even remember [TS]

  industry was like five hundred dollars [TS]

  and the worst VidCon attendee ever and [TS]

  can't remember which way the two years [TS]

  ago I mean I would have gone for the [TS]

  industry to just get the most of [TS]

  everything but I'm i was reading it and [TS]

  I was genuinely interested in the [TS]

  Creator track loo like the courses and [TS]

  like the workshops and stuff is stuff [TS]

  that I genuinely want to do like to [TS]

  understand how to be better at YouTube [TS]

  but I think even in june of next year i [TS]

  will need that help so I thought I this [TS]

  is what I do is I just at least my first [TS]

  I just want to go and to see it actually [TS]

  lose here to see the madness I just want [TS]

  to I just want to experience what goes [TS]

  on there like for the same reason that [TS]

  you did it right like just to just see [TS]

  it exactly like I want to see this thing [TS]

  that is thousands and thousands of [TS]

  people with the way love American hotels [TS]

  work i booked the hotel rooms have to [TS]

  pay for internet go right to forget its [TS]

  I'm not really losing at the utmost I [TS]

  lose a hundred and thirty dollars in [TS]

  which which is fine i saw the business [TS]

  paid for it like I'm good [TS]

  and now just hoping that I can go right [TS]

  because that time of year is also when [TS]

  apple's WWDC conference occurs right my [TS]

  real hope is that it happens like what [TS]

  happened last year where it was like one [TS]

  week is one the next because the other [TS]

  cuz then that's perfect up in San [TS]

  Francisco and go to LA yeah last year [TS]

  that worked out fantastically because [TS]

  you know i mean that's that's the whole [TS]

  reason why I had this crazy summer was [TS]

  this is a bit of a question like what I [TS]

  go out to California just for VidCon [TS]

  like maybe not i really don't like [TS]

  traveling i have a really hard time with [TS]

  jetlag would I go out just for WWDC it's [TS]

  like how can I have no reason in the [TS]

  world to be at WWDC really was like but [TS]

  if you take those two and put them back [TS]

  to back suddenly it makes a difference [TS]

  is like oh now now this might make sense [TS]

  to do and so yeah that that's why that's [TS]

  why that happened for me but I Apple [TS]

  never announces their dates until the [TS]

  last possible minute so you know is how [TS]

  dates are going to align that this [TS]

  upcoming summer [TS]

  however that has been a change to pick [TS]

  on [TS]

  here which works in my favor and that is [TS]

  now longer [TS]

  oh is it yeah it's four days really [TS]

  it runs from the 21st to the 24th does [TS]

  that include the disney day where [TS]

  everybody goes and twenty-fifth ok so [TS]

  it's actually five days now wow so even [TS]

  if it's the same week I could still get [TS]

  two days of VidCon in at the end i could [TS]

  go on friday and saturday [TS]

  ok so your commute down to LA from San [TS]

  Francisco if you're in WWDC and then you [TS]

  go to VidCon for the end of it yeah I go [TS]

  for the last two days [TS]

  that's not unreasonable thing to do [TS]

  because I'm still just i'm only going to [TS]

  see right like ideally I want to do the [TS]

  whole thing but the prime like and I [TS]

  want to do all of the courses i want to [TS]

  do the whole track but my primary reason [TS]

  is i want to see an experienced VidCon [TS]

  so i'll still get those two days and i [TS]

  will go to Disney who on the on the [TS]

  twenty-fifth because I've always wanted [TS]

  to this is like I will be in the area [TS]

  it's a great idea to go but yes I I'm [TS]

  it's it's very basically right now the [TS]

  only reason i would not go to VidCon is [TS]

  if like WWDC is the first or second week [TS]

  of june because then it's like I'm not [TS]

  gonna be in California for three weeks [TS]

  right this is a too big of a gap to [TS]

  their out if it's two weeks to allow do [TS]

  it but past that I wouldn't do it so [TS]

  yeah I just want to go plus i know that [TS]

  this year a 20-17 there is VidCon Europe [TS]

  the first time i think is in Amsterdam [TS]

  who and I mean I'll see what them from [TS]

  the information for that is I might like [TS]

  to go but I want to go to VidCon prime [TS]

  like I want to go to the US one that's a [TS]

  good that's a good name for a I know [TS]

  that they announce this year that [TS]

  they're doing vid cons works the other [TS]

  one you're an Australia [TS]

  yeah and I'm trying what city is in [TS]

  Australia i'm not sure but VidCon prime [TS]

  might be a good name for the one in LA [TS]

  because I think that's there's no way [TS]

  that's not always going to be the [TS]

  biggest it is in the heart of LA with [TS]

  the whole of the entertainment industry [TS]

  around it and YouTube is now solidly in [TS]

  the middle of the entertainment industry [TS]

  so you just have the largest number [TS]

  people who could go there and would be [TS]

  motivated to go there are within a 30 [TS]

  minute drive of where it's gonna be you [TS]

  know it's always gonna be huge [TS]

  at least for this year everyone that [TS]

  would go from Europe and frustrated [TS]

  we're still gonna go to LA anyway [TS]

  yeah maybe like if you go if you're a [TS]

  European creator and you go to VidCon [TS]

  every year [TS]

  you're not gonna be like I don't need to [TS]

  go see I'll just wait for it to be a [TS]

  monster down if you're still gonna go [TS]

  because that's what you do right and [TS]

  because you don't know what Europe is [TS]

  going to be like this I feel like it [TS]

  this year is still worth me going and [TS]

  I'm just interested in seeing it I'm [TS]

  interested in learning about it like i [TS]

  just wanna experience it like even from [TS]

  you telling me about last year before i [TS]

  had any desire to be a youtuber I wanted [TS]

  to go [TS]

  it's like the wetness the explanations [TS]

  and the conversations that we had about [TS]

  it was the distinct sounds incredible in [TS]

  all the right and wrong ways like I just [TS]

  want to experience this bananas think [TS]

  you know it is very big [TS]

  there are lots of people that is it is [TS]

  very overwhelming a you at all likely to [TS]

  go again i don't know i mean this is [TS]

  this to me is hard to answer it in no [TS]

  small part because I'm feeling like food [TS]

  contact it's already on sale like I was [TS]

  just add VidCon I was just there like [TS]

  this this is this is my feeling of a [TS]

  better but yeah for me with this kind of [TS]

  stuff like I don't go don't go to a lot [TS]

  of conferences i don't like traveling [TS]

  very much and i think this is always [TS]

  this is going to boil down to me with an [TS]

  entire dependency on wonder what is [TS]

  everything else that is occurring this [TS]

  summer that relates to my life and and [TS]

  so if there is a way that VidCon works i [TS]

  might go to VidCon but i think it is [TS]

  very likely that depending on what my [TS]

  travel plans are the summer like I'm i [TS]

  would not go to VidCon but i don't know [TS]

  like if it works I might go if it [TS]

  doesn't work obviously i won't go but [TS]

  it's like my [TS]

  business is not necessarily VidCon [TS]

  focused like I'm not really in that [TS]

  Hollywood industry and I wouldn't go for [TS]

  fan reasons either so it's just like [TS]

  it's a big justification for me to to [TS]

  fly all over the way to California when [TS]

  I find it's such an unpleasant thing to [TS]

  do [TS]

  I'm not ruling it out but I'm just [TS]

  saying like it's not something that I [TS]

  would build my calendar around whereas i [TS]

  know there are lots of people who like [TS]

  VidCon is the event in the year and it [TS]

  makes total sense that they would like [TS]

  plan their entire summers around that [TS]

  but that that is not the way my business [TS]

  work so I'm much more wishy-washy about [TS]

  it then otherwise I'll figure it out you [TS]

  know closer to the closer to the summer [TS]

  if a calm was in july i wouldn't be even [TS]

  thinking about this [TS]

  yeah it's just because it's in the same [TS]

  month probably even the same two weeks [TS]

  i'm already in california right yeah [TS]

  like it to me it kind of feels like a [TS]

  little bit of a no-brainer really is it [TS]

  as a business decision to do this like [TS]

  if I get one thing worthwhile of this [TS]

  experience that's worth it [TS]

  yeah i think it makes so i think it [TS]

  makes total sense for you like you are [TS]

  it seems to me like you're really [TS]

  enjoying doing the youtube channel i i i [TS]

  i would have a hard time imagining a [TS]

  scenario where you are not still [TS]

  vlogging by the summer [TS]

  yep my kids I think that's as guaranteed [TS]

  as a thing can possibly be [TS]

  or at least making YouTube videos yeah [TS]

  ma even YouTube videos of something [TS]

  together [TS]

  yeah that's right those videos will be [TS]

  here you're embarrassing first 1i me [TS]

  when you have an entirely when you just [TS]

  switch to pure tech reviews right that's [TS]

  like that's like oh like you through the [TS]

  flogging thing became tech reviews you [TS]

  never know i like that so maybe right [TS]

  now because it could totally beat but [TS]

  but so that's why it seems to me like [TS]

  VidCon for you in the situation that [TS]

  you're in right now is is essentially a [TS]

  no-brainer like it's it's obvious that [TS]

  you should do it and I'm glad to hear [TS]

  that you got a ticket and i think the [TS]

  the Creator track ticket is probably the [TS]

  best return on investment you're going [TS]

  to get [TS]

  as far as tickets go like the industry [TS]

  ticket i think the answer to that one is [TS]

  if you're if you if you have any doubt [TS]

  about the industry ticket the industry [TS]

  ticket is not for you right they get so [TS]

  you just know what the industry ticket [TS]

  is for people in the industry whose [TS]

  businesses are paying them to go do a [TS]

  thing like if that's not you [TS]

  the Creator ticket is probably what you [TS]

  want if you're making YouTube videos [TS]

  like you are and you want to learn more [TS]

  about it you know you want to maybe make [TS]

  some contacts and then I forget what the [TS]

  other ones but like the sort of the fan [TS]

  level community haha yeah your favorite [TS]

  wood [TS]

  how could I forget yes the community [TS]

  ticket is the you do not have a youtube [TS]

  channel you probably don't have any [TS]

  interest in starting a YouTube channel [TS]

  but you want to go and see creators that [TS]

  you like you also want to experience the [TS]

  madness and the craziness that is VidCon [TS]

  tell you why I know that I shouldn't buy [TS]

  the community ticket [TS]

  why one of the things that the community [TS]

  take it promotes they get you access to [TS]

  is the VidCon prom is a prom to VidCon [TS]

  prom yeah huh [TS]

  that's why I know I shouldn't get the [TS]

  community to get think I'm to alter prom [TS]

  you're not going to take me to the prom [TS]

  and make if you wanna I don't wanna [TS]