Cortex

Cortex 16: Structural Trust

 

  so great I feel like I need to make a statement like a kind of press [TS]

  conference like stamen [TS]

  make help if the president doesn't really bad and needs to get everybody in [TS]

  a room to talk to them [TS]

  people think I'm evil because of last lost episode you know when we were [TS]

  talking about the email list stuff Yeah Yeah right [TS]

  and basically people think that I want to sell all of their information to [TS]

  companies that that's the sum of the feedback I have received over the last [TS]

  few weeks ago so the mic and looking at our show notes rights as I have [TS]

  commented many times are very very thorough show notes but you have a [TS]

  section where you want to justify and defend yourself for your marketing [TS]

  nature and this section is hugely long I've been thinking about it alot yeah I [TS]

  think about it long there are 123456 top-level blips for this section we then [TS]

  have many many bullets in them all of which I can see in advance are Mike [TS]

  trying to justify his position as a marketing man it is much much more [TS]

  thorough I think you might have written more in your defense than the whole [TS]

  movie audience wrote in their credits [TS]

  about your marketing needs yes campaign and really it was like three people the [TS]

  class till I die I did also feel this listening back like I've heard you say [TS]

  this element in a bunch especially in the early days you'd listen back and you [TS]

  like man look what I've done and the time so that's what we're talking about [TS]

  is Google match thing and the idea of people like companies being able to [TS]

  upload their databases have that to some targeted marketing [TS]

  and I was talking about why here now I think that is a good idea in traditional [TS]

  marketing if that's your business where I was thinking about it is in the stuff [TS]

  that I used to work in and how that would work for me if I was still in that [TS]

  business but one of the key parts about marketing is knowing your audience and I [TS]

  know my audience well enough that I would never do anything like this [TS]

  because it's let's say for example we set up an email as we took people's [TS]

  email addresses and we spoke to about stuff in the same way that you do if I [TS]

  saw the list I would lose all my listeners because everyone be really [TS]

  really mad about it so I know not to do it so I wouldn't do it yet but last time [TS]

  when we were talking about the email us and the Google match programme the idea [TS]

  on the table was Google match would in theory want me to upload that database [TS]

  not sell it just upload it and then I could advertise CGP grey related [TS]

  products to people while they're just browsing around the web if Google knows [TS]

  who they are they can match this e-mail address people and I believe your exact [TS]

  words where that's an amazing idea you so i didnt say you should do that I [TS]

  don't think a monster if I uploaded that database into Google's new advertising [TS]

  program and then told Google I want you to follow these people around with ads [TS]

  for CGP grey sweat shirts wherever they are on the internet marketer inside you [TS]

  as a great idea on their traditional marketing methods the same feeling I [TS]

  feel plus is a great idea if you're approaching it from a traditional way [TS]

  but if you did it will be death your business that's just a different feeling [TS]

  like I could do all of this stuff like in the same way that we could put ads on [TS]

  the relay site which track people around the web that we don't do any of that [TS]

  because I know it would be detrimental to my business I think it's key to say [TS]

  that I understand my audience and I know that people wouldn't like it so I [TS]

  wouldn't do it so all I can do is ask you trust evil and I will now because I [TS]

  know that that's difficult when you say there I will now ask you agree do you [TS]

  trust level I trusted you not evil because we're we're working together I [TS]

  wouldn't work with you if I thought that you were an evil businessperson so [TS]

  that's what I thought the only way I could get out of this because I know [TS]

  everything I've just said could still be used against me I need to lean upon the [TS]

  goodwill people have for you as a barometer of my evilness you're [TS]

  basically a credibility leads right now that's just work is is you think people [TS]

  will trust me that your time evil person and a businessperson [TS]

  I have a I have an appreciation for traditional marketing and how it works [TS]

  but this type of stuff works big businesses because it doesn't matter [TS]

  that they upset a percentage of people because they did they're they're working [TS]

  on such a large scale but the percentage of our audience that would be upset by [TS]

  doing something like this is way higher than a bank that's why I know that I [TS]

  should never do well again I will I will take your word at the experience that [TS]

  i've have a podcast which is listening back to yourself and being astounded by [TS]

  how remarkably unclear you are because I don't remember any part of that [TS]

  conversation involving the words you shouldn't do it would be bad for your [TS]

  business [TS]

  just remember that conversation [TS]

  no we did I didn't say that I'm saying that now but I didn't say that there is [TS]

  a problem I was talking about why it would be a good idea but it would [TS]

  actually be a worse idea than that is rather key part to a few I had had [TS]

  loaded up on my ice cream a tweet that I think summarized what I was thinking [TS]

  during that conversation better than I could have said it but Anthony C on [TS]

  Twitter tweeted at you and said people sitting at home waiting for special [TS]

  offers targeted to them is a fairy tale to tell baby marketers felt like that [TS]

  was exactly the feeling that I had during that whole conversation I saw [TS]

  this and I bit my tongue is it's like Anthony is is is mocking my marketing [TS]

  and of course I know people not so hard that it offers have been better response [TS]

  than non-targeted office that's what I'm not imagine people sitting there like [TS]

  cross-legged looking at the mailbox into their hands out waiting for the mail to [TS]

  come but I just know from my tons of stuff if you can target something it has [TS]

  massively better response rate this is like what you do with the targeting for [TS]

  your e-mail newsletter so you ask people what they wanna know right around they [TS]

  get things are related and that's the targeting is there anything else from [TS]

  this gigantic bill appointed list that you won't talk about or what was really [TS]

  this this list here that i'm looking at an active catharsis for you [TS]

  oh yeah I needed to get all this stuff out and then I think I would come bring [TS]

  points forward from this multiple multiple hundred-word [TS]

  I expect I'll probably be pulling from this essay again in the next episode as [TS]

  people continue to mine my evil ways from the words that I speak I am a nice [TS]

  guy [TS]

  a promise of course they know it's good luck as last time yes we were to my [TS]

  contact bloggers I have installed another content blogger but this one is [TS]

  not an ad blocker so this is like one of the good things about this content [TS]

  blockers is it can block anything in your web browsing world moon and I have [TS]

  found my friend Rob this is a content blocker to block the cookie notices on [TS]

  European Union websites so few people that don't don't know maybe even in the [TS]

  EU are you don't visit websites every time you go to a website that's part of [TS]

  the European Union it pops up a little to tell you about the cookie policy that [TS]

  you have to go through like you have to click Continue or close to to know that [TS]

  you're having cookies tracked on you and this this blocker basically just removes [TS]

  all of those notices which is fantastic [TS]

  cookie box those things are so annoying I don't know I'm not exactly sure how [TS]

  that works like if someone from america is just browsing websites I don't know [TS]

  if they see that I don't know I don't know that I know it's a European Union [TS]

  sing so I know the websites in the EU have it on there I don't know if it's [TS]

  restricted to people suffering from the EU as well yeah so Americans listening [TS]

  might not have any idea what we're talking about but it is hugely [TS]

  irritating that every time you go to a website that I oh by the way did you [TS]

  know that we use this completely standard piece of web technology please [TS]

  click Yes to allow us to use the standard piece of web technology and [TS]

  it's it's just irritating and very often on iOS end up covering up stuff like [TS]

  it's hard to even click Yes to continue onward this is this is a very [TS]

  interesting use of Content bloggers which is not at blocking [TS]

  so I was doing my evil marketing during the time the cookies were came around [TS]

  and I remember is to in the company's cook apocalypse [TS]

  funny because everyone you how worse it makes everybody sports especially on [TS]

  mobile right like that on the on the absolute description page there's a [TS]

  picture the BBC website and I guess on an iPhone 6 and its 50% of the page [TS]

  yeah it is it's absolutely irritating one of those laws that I think just [TS]

  accomplishes nothing what are you trying to protect people from why is this [TS]

  requirement here of all of the tracking that ever happens like is this the worst [TS]

  kind I don't really think so it's just it it seems like this is a great idea [TS]

  fifteen years ago when the web with newer but this is just just so way [TS]

  behind the times now that it's just irritating so this is an example there [TS]

  are the most popular anything but normal one blogger also does this is also a [TS]

  blocker as well but it can also block if you're looking for just an app that does [TS]

  that this is one of them actually want to mention one blogger somewhat related [TS]

  fashion talking about content blocking that is not necessarily a blocking [TS]

  because I one blogger is what I have installed on my iOS devices and straight [TS]

  away one of the things I did notice was yesterday bloc the EU cookies thank this [TS]

  is just great but you can use one blogger to write your own custom [TS]

  blocking of whatever you want [TS]

  they actually have a little web interface where you can if you know [TS]

  regular expressions you can write out a regular expression to do [TS]

  content blocking of just about anything that you want so if you want to you can [TS]

  disable all of the ad blocking stuff that's in there and then just kind of [TS]

  create your own little blocker if if that's something that you want to do and [TS]

  if you have a little bit of technical knowledge or you at least now about how [TS]

  to use wildcards in [TS]

  strings I'm doing something with that right now but we'll probably talk about [TS]

  that on the next episode but just want to give that a little bit of a shout out [TS]

  another interesting way that content blockers can be used that is not a [TS]

  blocking you'll be happy to know that my close X t-shirts have finally arrived [TS]

  Sheffield arrived I have had so many problems [TS]

  customs and post and everything it's been a nightmare but my for t-shirts [TS]

  arrived and over the last three days have just been working on changing them [TS]

  and I mean blue today obviously because blue is the correct color the correct [TS]

  color for you yeah well I just came back from trip to Indianapolis talk about a [TS]

  little bit later on the show was a conference and I saw a good handful of [TS]

  monkey brain t-shirt and the majority are solvable so I think a pound or in [TS]

  person who is going to be that however it felt good [TS]

  yeah that's not a random sampling of the population no no it's completely bias [TS]

  still liked it very much to text when you bring t-shirts around the conference [TS]

  it's very nice to see everybody loves bias in their favor [TS]

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

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  for details thank you so much to caspar supporting Bisha and relay [TS]

  yesterday evening I was doing some busy work and preparing more of that said to [TS]

  YouTube following the great tutorial having fun with that [TS]

  yep it's fantastic I didn't want to mention about the great tutorial it is [TS]

  not a public thing unfortunately a bunch of people asked for it to be included in [TS]

  the shelves but we can't do it because it's all specific stuff to context of [TS]

  things [TS]

  I'm afraid there is no grey YouTube tutorial maybe you should think about [TS]

  that one [TS]

  yeah it'll be relevant for exactly one day before YouTube changes something in [TS]

  the bank for example yesterday was doing it I came across two new pieces of you [TS]

  either one of them was a processing progress which seems like a genius thing [TS]

  to have one of the things that we were complaining about was the when it when [TS]

  you upload your video and it goes into processing it just seemed like a good [TS]

  amount of time that you have no idea so it makes a ton of sense to have a [TS]

  progress bar but for some reason it doesn't show every time you send me the [TS]

  screenshot and you were really excited as though someone working at YouTube [TS]

  listened and change this for you immediately and I didn't even know what [TS]

  you were trying to point out because to me that little percentage processing bar [TS]

  is just one of the many pieces of you I that sometimes there sometimes it isn't [TS]

  who knows who knows why it is there who knows why it isn't I would say I see it [TS]

  about 25 percent of the time when I upload something and the rest of the [TS]

  time it's just whatever it says processing and you don't get the little [TS]

  indication of when it's done if you get that bar in the future Mikey may be [TS]

  happy to know that sometimes it'll zoom all the way to 95% and then just stay [TS]

  there for a really long time in 95 percent maybe its processing maybe it's [TS]

  not who knows who knows but they still even with their processing body's [TS]

  telling me how long it takes to process to like 360 P still have no idea what it [TS]

  takes to get to me like an impossible amount of time I continue to hate [TS]

  YouTube you to back and what was the other thing that you saw there was no [TS]

  these are there are two things are also where you put the ads so you know you [TS]

  can put the odds before and after the video previously it was just like boxes [TS]

  that you checked this time it was like a graphic oh yeah you slid around this [TS]

  slider on the graphical [TS]

  I think I have seen that graphic exactly once and I haven't seen it since and [TS]

  this is this is what I was telling you last time is the craziness of YouTube it [TS]

  these days back end pieces come and pieces go it's not even like it just [TS]

  changes consistently and I said I would just love to know what the reasoning is [TS]

  behind a get my guess is that some kind of a/b testing randomly on a small [TS]

  portion of the people who are using the background that's my guess about what it [TS]

  is like they're just taking five percent of the population on a given day and [TS]

  just trying out new stuff you Hughes YouTube alot like you're going to you [TS]

  going to bump into this stuff relatively frequently and it is also why I can't [TS]

  imagine doing a tutorial on how to do anything on YouTube because it just [TS]

  couldn't stay relevant for very long [TS]

  where people are you did hear constantly from people trying to do stuff that the [TS]

  screen doesn't look that way it looked in your tutorial so I don't know how [TS]

  anybody could could make something like this because I get confused every time I [TS]

  cannot say I don't know how to deal with these things but every time I open [TS]

  following along with this tutorial and the USS not the same kind of just guess [TS]

  yeah there I just happen to run into something this weekend but I was on [TS]

  YouTube's official help pages trying to get something done and looking at their [TS]

  official how to do a thing documents and their documents didn't match the screen [TS]

  that I was on that it had changed since they had written their official [TS]

  documents that kind of moment is just usually frustrated I am on your official [TS]

  support page that I got to by clicking help on the page that I want help with [TS]

  and this thing is not relevant it works entirely differently now thanks thanks a [TS]

  whole lot how are you doing this did you get a new Mac Mac you have problems did [TS]

  you buy one and it arrived I am talking to you on my new Mac right now [TS]

  me to review iMac buddies [TS]

  so what's the old one the that's why I wanted to ask if I just wanted to see [TS]

  what happened [TS]

  yeah you want to see what happened long story short its is who knows why but for [TS]

  some reason I was I was able to get the old one to boot again I don't know why I [TS]

  was just playing around and seeing if I could if I could get turned on at all [TS]

  and i got to the point where at least I could boot it and reformat its and then [TS]

  see if I could fix the HFS plus stuff so I actually did get it back into a [TS]

  working state but my policy on this stuff is I just do not trust a computer [TS]

  when that kind of thing has happened has failed you know I know I know that I [TS]

  will hear from many of the computer nerds talking about the nature of HFS [TS]

  plus errors and how they are software is and how they are random and how it [TS]

  doesn't have anything to do with the hard drive it's not like the hard drive [TS]

  is failing this kind of thinking just happens there's nothing wrong with the [TS]

  system if you if you were able to eventually get it to reformat I'm know [TS]

  all of that but it is it is irrelevant I just have this feeling I will never [TS]

  trust you again computer and there are many projects where I can not have it go [TS]

  down in the middle of a project and no matter how small the error is I just [TS]

  don't even want to think about that as a possibility so even though I did get [TS]

  that computer into a working state it has done the shuffle down progress in [TS]

  our house which is that we used to have a a very old non retin iMac that [TS]

  functioned as our computer screen and that iMac was in terrible terrible state [TS]

  it was borderline unusable and so I thought ok perfect everything is just [TS]

  worked out well here that old computer which was our TV is time for that thing [TS]

  to just go and now what was previously my work computer is now functioning [TS]

  our TV because if there's a catastrophic error on a computer that is functioning [TS]

  just as the TV it doesn't matter if we're just watching Netflix or whatever [TS]

  on there and now I have a nice bigger screen which is acting in their TV so [TS]

  everything is good so come up roses yeah everything's coming up great that's how [TS]

  it works so last week when you're doing your final pass through the show us [TS]

  right if you listen for both published it moves you sent me back my message of [TS]

  video of you driving truck driving a truck on the computer I can't remember [TS]

  why I sent you this video I don't know why you didn't even spoken about this [TS]

  game a long time ago what's it called this is called Euro Truck Simulator 2 [TS]

  2nd edition to find really entertaining near the should one goal the road [TS]

  markings assumed that you'd obviously started playing this game for a reason [TS]

  unknown to me that hopefully I'll be able to understand in a moment I thought [TS]

  there's only one reason you've sent me this video like something funny happened [TS]

  maybe crash in like for forklift but no it was four minutes of you just driving [TS]

  down motorways driving across the bridge is delivering some onions to France and [TS]

  you also told me and I must hold lessons this and all the lights off because you [TS]

  were driving overnight and you felt like you had to be in the correct yeah to be [TS]

  clear it was night time in the game so it felt like setting the scene correctly [TS]

  to turn off all the lights in my office so it really did feel a bit more like [TS]

  driving at night [TS]

  compelled you to stop playing you [TS]

  ok this was a joke and episode of the show and how since I mentioned Euro [TS]

  Truck Simulator 2 on the podcast I just kept hearing in the small dribs and [TS]

  drabs from people [TS]

  little remarks on Twitter or an email about how they play euro truck simulator [TS]

  while they listen to podcasts and it's really an enjoyable experience and it [TS]

  was like Chinese water torture we're just like every once in a while these [TS]

  little drips would come in about oh this is really fun to do and just the [TS]

  ridiculousness of a thing called the Euro Truck Simulator I finally decided [TS]

  you know what the hell with it I'm gonna cave let me just try this out let me [TS]

  just see because I'm just I made myself curious about this over time and she was [TS]

  totally totally hooked on the game and the original original intent here was as [TS]

  as a very often the case when I do some editing the podcast so you usually on on [TS]

  hello internet when I do the first and the final edits of that podcast I [TS]

  usually want something else to do on the screen because I'm listening just for a [TS]

  very broad changes are things that need to be fixed for the first and final one [TS]

  and then with cortex I only do the final edit where you've done most of the work [TS]

  and then you send it to me to give a listen through and so I've always found [TS]

  the doing the video game during that time is is a helpful tool I get keeps me [TS]

  alert so that I'm still paying attention to what I'm listening to and I don't get [TS]

  border [TS]

  zoned out by the podcast so I am always looking four games to play and so I [TS]

  thought I would give Euro Truck Simulator try at like ok this will be [TS]

  the one that I try this time for editing cortex and meant it just I don't even [TS]

  know if I can call it a game behind it really did it really did just suck me in [TS]

  and I could see exactly what everybody who had messaged me over the past couple [TS]

  of months was saying that [TS]

  it feels surprisingly like driving if you're also listening to something that [TS]

  is very much like listening to talk radio here I am I'm driving it fits a [TS]

  podcast and driving a truck they they they fit in a weird way it is amazing [TS]

  amazing synergy it's hard to explain and so now I find myself in the position of [TS]

  I know I made fun of Euro Truck Simulator last time with seriously [TS]

  people if you had tried listening to a podcast while driving an imaginary from [TS]

  prague you're really missing you want to do it now but I feel embarrassed if [TS]

  anybody saw me you gotta let that go if I'm playing this game and edema comes [TS]

  home she's like what are you doing I'm driving a truck to Scotland because I [TS]

  need to deliver the maple syrup [TS]

  like you know I'm gonna look like a madman you have to let that go you know [TS]

  you you you enjoy what you enjoy I ended up uploading and I think like a 40 [TS]

  minute long video to my second YouTube channel that was just a really long [TS]

  drive but also people can see them they can see what it's like for great to [TS]

  drive a truck [TS]

  yeah yeah unseat to be great to where I only upload very boring very long videos [TS]

  sometimes I put a video that I guess I'll put in the show notes so people can [TS]

  see what it looks like to drive trucks 20,000 people of wash this think that's [TS]

  worse than you plain and I don't know why people watch it I hope that you can [TS]

  look at the car off and just see a massive decline after a minute that's [TS]

  why I hope I really hope I don't want people watching 40 minutes of you [TS]

  driving a truck let me look it up the worst part of all of this is like I'm [TS]

  interested in playing but I can't do it because I need to be more focused during [TS]

  you get the idea [TS]

  GPS GPS on here really tickles me the fact that there is a GPS within the game [TS]

  that you have to follow it [TS]

  I still like you may be more fun if there was no GPS he went right after the [TS]

  road rage / until then post just start of this is perhaps the most interesting [TS]

  audience retention graph I have ever seen on YouTube so for the for the [TS]

  listeners one of the parts of the U-two back end which is good which I always [TS]

  want to give YouTube credit for is they are crazy with analytics and stuff that [TS]

  you can find out about the viewers and they include this chart that shows when [TS]

  people stop watching the video which is surprisingly helpful but I've never seen [TS]

  a graph like this one because it starts off below average meaning that more than [TS]

  an average number of people stopped watching within the first minute but it [TS]

  does nothing but pick up steam so that by the 20 minute mark it's now losing [TS]

  viewers at an average rate for a comparable video and by the end by the [TS]

  end of the 40 minute mark it's it's max out the charge for the number of people [TS]

  who are still watching so this confirms to me thats right out of the gate a [TS]

  large number of people like you know what I'm not going to watch an imaginary [TS]

  truck drive across the continent but there is a significant number of people [TS]

  who watch all the way to the end who realized this is exactly what they [TS]

  didn't know they needed it life you're not very much into trailers yeah well [TS]

  not very good at that bakery [TS]

  that's that's gonna be a disaster waiting on you made it you made it [TS]

  congratulations to you thank you for anyone who actually does give this a try [TS]

  adjusting to to immediately recommend something which I didn't know when I was [TS]

  watching this video but there are a variety of ways to try to control the [TS]

  truck don't try to drive it by the keyboard that that'll make you go crazy [TS]

  you can get by with the mouse but what I eventually learned is that a trackball [TS]

  is a very good input device for this game that's really where it's at I can [TS]

  second imagine that I can imagine that being a nice ball and you turn the ball [TS]

  left and right exactly trackball is really good unless you want to really go [TS]

  off the deep end it's investigating you can drop a couple hundred dollars to get [TS]

  a force feedback pretends to you and the gearshift you know what the best part is [TS]

  I've been looking into this show I have never ever learn to drive any other car [TS]

  than an automatic so I don't even know how to shift gears but I found myself [TS]

  looking up videos I wonder how you to shift gears [TS]

  real the biggest hurdle for me is that all of these wheels are dependent on [TS]

  Windows and so they don't work with force feedback in a bunch of the other [TS]

  features on a Mac but I did started a thread on the Euro Truck subreddits [TS]

  about trying to figure out if this stuff can work in a virtual machine on Mac [TS]

  have it running in parallel you start talking about this and you say are doing [TS]

  some research making it sound like I'm just seeing what it would be like you [TS]

  would already own one if it worked [TS]

  that's what I can see you have more 14 ready when you make it sound like are [TS]

  just looking into it the only reason you don't have one is because it doesn't [TS]

  work you would have bought and I am not sure how I feel about my imagination if [TS]

  you see in your computer chair with pedals that your thing and you are [TS]

  driving down the autobahn listening to hello I'm not sure ok aside from the [TS]

  fact that I have gone in really deep on this quote game that is barely a game [TS]

  it's the only game [TS]

  yeah it is what it is but I do have an actual work case for this I mean [TS]

  obviously not the steering wheel or anything but I did find this interesting [TS]

  and i wanna talk a little bit more broadly to back up a little bit from the [TS]

  craziness of the particulars of this about why I do play games during certain [TS]

  cuts of the podcast and I actually find it a useful tool is I'm doing something [TS]

  while I'm listening and what would I have a tendency to do is really [TS]

  intensely edit the podcasts if I don't find a way to slow myself down to [TS]

  distract myself from it so the middle additive hello internet that I do is an [TS]

  intense intense added of that show is possibly too long you to edit that show [TS]

  too much because I mean I don't know how you feel about the Edit when I give you [TS]

  but you don't ever really do too much to it which makes me think that you have an [TS]

  acceptable standard level which is a lot lot lower than what you allow yourself [TS]

  to do for our internet yet hello internet is is little crazy but I have [TS]

  to get it to a certain stage but it's it's it may be too much because it is [TS]

  not uncommon for a Hello engine episode to have [TS]

  have a thousand to 1200 cuts in an episode [TS]

  yeah I mean but the thing is an average cause excess of 700 [TS]

  audio segments and it points so when you when you open up that little tray on the [TS]

  right side and it and it shows you how many lawyer parts there are in their [TS]

  last episode was over 700 yeah if you're doing if we doing that thing that is [TS]

  like 2012 yeah I think the last episode was just about 1,700 and appoints a [TS]

  little bit unusual that one it is not not normally that high which is why I [TS]

  noticed but so I have a tendency to edit that show quite a lot but so here is [TS]

  where are you just got a speeding offence I'm watching this video as all [TS]

  get out come back to that in a moment the fact that I'm still watching us but [TS]

  the here is where I find the game is a useful tool because the game is an [TS]

  engaging think there's a certain amount of friction to alt tabbing out of the [TS]

  game to fix something in the audio and so when you say oh I don't change a lot [TS]

  in cortex the game is part of the tools so that I don't spend an entire [TS]

  afternoon making cortex exactly the way that I wanted because they're lots of [TS]

  little things in the final edit that if I was just sitting there looking at the [TS]

  screen watching the audio go by I would take the time to fix every single one of [TS]

  those excuse loosen the amount that you've done over time [TS]

  yeah that's one of the things that when I do the second at a of hello internet [TS]

  that's what I'm doing I just have the podcast on the screen and I edit [TS]

  everything as I see it go by but so when I do that final edits having the game to [TS]

  gauge me a little bit of a friction means I'm not gonna alt tab out every 10 [TS]

  seconds to adjust something I'm going to alter about much much less frequently [TS]

  and only for the bigger things that it feels like okay it is worth it to switch [TS]

  for a second pick something and then switch back so that's why I can make a [TS]

  case for playing a game during the final [TS]

  actually decreases the amount of time that I would spend otherwise if I was [TS]

  just looking at it I know why would I would at the show too much if I didn't [TS]

  distract myself to some extent in the final cut [TS]

  little hope that long way of justifying why was driving a car across Europe so [TS]

  the problem that I have now lost 10 minutes watching you drive which so I [TS]

  have upset some co-hosts of my shows in the past with the admission that I have [TS]

  been known to play video games whilst recording podcast and the reason I do [TS]

  this is a very similar reason for you what it does is it stops me doing other [TS]

  things like somehow finding myself in another tab I have to turn around [TS]

  because I am I can concentrate a lot better on a show and I have something to [TS]

  occupy my eyes and my hands it just helps me listen better looking at this [TS]

  very crash into a wall looks like a very like low engagement video again that's [TS]

  exactly right it's very low engagement and I'm thinking I could imagine me [TS]

  playing this game right now can you play just out of interest is there a [TS]

  multiplayer mode of this there is a multiplayer mode yes because I now quite [TS]

  like the idea of us doing a normal episode but both of us [TS]

  truck in across germany was not really making any reference to it but making a [TS]

  delivery I meanwhile I'm driving right now I just have to it but really really [TS]

  like I am NOT you get when I am I couldn't do it because when I do the [TS]

  podcast I I find that I have to concentrate a lot it's just part of it [TS]

  is just part of the way it works so I can possibly do anything else and I want [TS]

  to be really clear that's not me saying like oh I'm giving this my full [TS]

  attention [TS]

  and i cant believe youre over over there playing three years but whatever it is [TS]

  that you play because it's just knowing yourself and knowing how you work and I [TS]

  saw a little bit of this when I was a teacher that is a bit of a divide with [TS]

  teachers about students doodling but I was just about to bring up to Lincoln [TS]

  that's what I do when we record yeah there were definitely students I could [TS]

  tell that they would be better in class if they could doodle while a lecture was [TS]

  happening and my policy on that was always if you're not being disruptive I [TS]

  don't have a problem with you doing and I think for some students they need to [TS]

  keep the visual part of their brain active while they are listening to [TS]

  something or they just need to keep their hands active and so that's that's [TS]

  why I never get worried about is Mike paying attention or is Mike you know [TS]

  doodling or playing a game or something over there because you know you well [TS]

  enough to know that this is part of the process for you that this helps and I [TS]

  completely agree with what you said before that a low engagement video game [TS]

  helps me stay focused on for hello Internet a piece of audio that at that [TS]

  point I have heard four times because we recorded it and I've added it already a [TS]

  couple of times like now it's the final thing they get it helps the focus stay [TS]

  in place to have something like so I've gone from being very disappointed in you [TS]

  to now I have the tab open at the page opened by this video game only a matter [TS]

  of time until you get a wheel if I can figure out how to make them work on Mac [TS]

  I'm really scared as I can sell the case for the wheel because think about how [TS]

  easy it would be it is like produces the engagement even further you can just [TS]

  keep one hand on the wheel while you're talking to your co-host [TS]

  to drive time with Michael Gray [TS]

  miercoles this episode of cortex is brought to you by fracture fractures are [TS]

  really like no other photograph you're going to have in your house they're [TS]

  printed directly onto glass but they are surprisingly lightweight and easy to [TS]

  mount on the wall or display on your desk they look just fantastic and they [TS]

  are ridiculously easy to make you just go to their website you upload whatever [TS]

  image you want tell them what size it is you want and they ship it right to your [TS]

  door and it really can be any image that you want to have printed out i mean [TS]

  photographs are great they make excellent gifts hint him to the holidays [TS]

  are coming up but maybe you're playing a video game [TS]

  some games are quite frankly breathtakingly beautiful maybe they're [TS]

  so beautiful you feel like you want to take a quick screen grab of what you are [TS]

  looking at that's an image to you can upload your video game screenshots to [TS]

  fracture and get them printed out and put up on your wall just saying I can [TS]

  imagine some pretty cool looking game rooms covered in fractures may be one of [TS]

  you listeners will create such a thing and let us and fracture know on Twitter [TS]

  other factors are hand assembled in their factory in Gainesville Florida [TS]

  with his does mean that because fracture has become so popular and because they [TS]

  are lovingly individually assembled if you're thinking about getting one of [TS]

  these done for the holidays you seriously need to act right now to make [TS]

  sure that you get it in time [TS]

  head over to fracture me.com and use the code cortex to get 15% off your first [TS]

  order seriously if you haven't done your Christmas shopping there are plenty [TS]

  plenty of family members who would love to receive fractures of you and those [TS]

  you love as gives so head on over to fracture me.com and use the offer code [TS]

  cortex to get a great gift for you or those you love or set up your awesome [TS]

  gaming room and also to support cortex and all of real ASM [TS]

  so I have just gotten back from a trip [TS]

  conference and I gave a talk during this conference keynote speaker was about [TS]

  that during businesses but focused on iOS app developers so people that make [TS]

  absolutely loving and make helping them think about their business is a business [TS]

  because they can be but many times they think I'm an independent developer in [TS]

  this is lovely in the money will come and sometimes yet they invite me to [TS]

  speak because business for a year and this is creating a presentation so I'd [TS]

  been working on it for a few months and seriously over the last few weeks [TS]

  beforehand and part of this step was practicing the presentation to you which [TS]

  was the worst part in the nicest possible way I think I was more [TS]

  presenting to you then I was actually giving the talk I think I believe you [TS]

  into this a little bit I'm pleased that you did though I was very happy that you [TS]

  offered your time and I appreciate that was a very helpful part of the process [TS]

  yeah I know this this sort of thing is very uncomfortable to do which is why I [TS]

  was a little bit insistent on I think this would be helpful for you to do even [TS]

  if it feels very awkward giving a presentation to a room with just one [TS]

  person in it [TS]

  yeah you look i've i've never known you to be so fixed on logistics before I was [TS]

  just in so much that we were we were messaging late in the evening as as you [TS]

  were trying to get rooms booked for us to do so I could I could tell that this [TS]

  was something that you wanted to happen [TS]

  well it's serious business had to book a room in my coworking space which you got [TS]

  to visit so that you would have a place that felt like an official place to give [TS]

  the presentation so imagine this tell us that you are standing in a long room and [TS]

  there is a conference table in front of you which sits about twelve people you [TS]

  seen these in the movies at least [TS]

  he's long wooden tables and you're standing there we've got a TV behind you [TS]

  at the presentation for a few weeks and you've got your laptop in front of you [TS]

  notes saying at the other end table is set to be trained with a legal pad and a [TS]

  pen and he says to you I'm going to keep a very stern face which he does have a [TS]

  couple of exceptions I was able to make you laugh when you knew you didn't want [TS]

  to ruin the whole time you're giving a presentation grades are making them [TS]

  imagine how that feels it was never seems like a low pressure situations all [TS]

  yeah no problem I had given this presentation too much different people [TS]

  and it was all fine I this is the only time I screwed up and I screwed up so [TS]

  badly during this presentation I had to put 22 beginning again I got so far into [TS]

  a hole I couldn't get back out and had to just say we need to start over but [TS]

  that was actually a very useful part of the whole process does it help me fix [TS]

  ipod presentation so I wanted to thank you for your help I'm definitely glad [TS]

  you found it helpful I wanted to do this with you because back when I was [TS]

  learning to be a teacher I had this done to me as part of teacher training and I [TS]

  often think back to that and it was a deeply deeply uncomfortable experience [TS]

  where I had someone who was in charge of the teacher training program and what [TS]

  they made you do with its ok you have to prepare a lecture on a topic that was [TS]

  maybe only half an hour and my advisor to the same thing [TS]

  sit at the other end of the table and you give a presentation to our and she's [TS]

  out there very sternly the whole time and the other details that you left out [TS]

  here mike is that I was also recording you while you were giving the [TS]

  presentation yeah has to play was going to ask and yes I i in addition to having [TS]

  my advisor watching me she was also doing a video recording of me giving [TS]

  presentation [TS]

  and that experience was so deeply uncomfortable because she laid bare all [TS]

  of the fault that I had as a presenter and then I also watched the video and [TS]

  could see that there was no arguing with her on a few points about things that I [TS]

  did when I was giving a presentation is like i cant get defensive about this I [TS]

  just do X Y and Z poorly I can see it right there on the film but that single [TS]

  session probably helped more than almost anything during my teacher training with [TS]

  actually being able to talk in front of the classroom is being aware of the [TS]

  things that you do badly and attempting to fix them it was because of that is [TS]

  because you were giving this this keynote presentation I thought I really [TS]

  do want to try to to help you with this if I can but I was I was going to put [TS]

  money on the table that you might not have been able to bring yourself to [TS]

  watch the actual video of you doing the presentation because that stuff is just [TS]

  it's just so so intensely awkward to see yourself on a video it in the same way [TS]

  that many people find it very intensely uncomfortable to hear their own recorded [TS]

  voice it's a thing that you you just have to get used to but it is deeply [TS]

  uncomfortable the first time you do it because you gave me some really good [TS]

  pointers some that were leaked you know basically fix things that you don't know [TS]

  you're doing which is you know difficult like you told me about like the way I [TS]

  was pushing my glasses on my face and the way I was kind of Lake shift in [TS]

  awkwardly from side to side and like it's like I don't even know I'm doing [TS]

  those things is already so much to think about I didn't I couldn't bear [TS]

  because then I knew I wouldn't be able to stop thinking about going out on [TS]

  stage I was thinking about it [TS]

  don't push up now and I every time I wanted to to shift to decide took a stab [TS]

  wounds or I probably placing like a madman but it went really well and I I [TS]

  deeply appreciate the assistance you gave me and I will recommend it to [TS]

  anyone that you need to find someone who will be presented it to my family and my [TS]

  girlfriend she is also very good at giving pointers but one thing I didn't [TS]

  like I wasn't standing up an appointment was giving the presentation to her and [TS]

  you basically made me going to fall on mode like you need to completely do this [TS]

  is your gonna do it in front of people [TS]

  yeah you have to do it for real for anybody giving a presentation you [TS]

  absolutely have to do it as though it's really going to happen I've given a few [TS]

  presentations in my time not only recently but when I was preparing for [TS]

  things I would always do the presentation standing up as though [TS]

  you're on a stage you know talking to a group of people you have to do it like [TS]

  that and and also for anyone preparing for presentation no matter how good your [TS]

  family is at giving you feedback or your close friends there's always something [TS]

  in your mind that just never quite fully trust them to be fully honest no matter [TS]

  how fully honest they are being so it it helps to have someone who can really be [TS]

  objective get someone who you'd really know is able to be objective watching [TS]

  you do a presentation it's it's family is great and they might be telling you [TS]

  the 100% truth but you in your mind are always going to doubt just how truthful [TS]

  they are when you're when you're hearing their feedback I get this is not [TS]

  something that you can you can necessarily help by giving presentations [TS]

  and high-stakes stuff everybody needs a great [TS]

  I should start a side business is valued have to sit behind some sort of screen [TS]

  so people couldn't see you right now I do I do it in person but it would be a [TS]

  lot of money right [TS]

  yeah actually that makes the sound like an even better idea for a business like [TS]

  this are you a businessman in London with a lot of money and a very important [TS]

  presentation to give getting 25 recommended I recommend this yet another [TS]

  thing to do but yes the presentation went well cuz we haven't actually really [TS]

  spoken about it since since you since you did it I I messaged you right after [TS]

  it happened just because I want to know that it wasn't a total disaster but you [TS]

  were you were confident with all the whole event yeah I was actually I mean I [TS]

  was I was nervous before but I got myself into like his own of the way that [TS]

  I was can prepare in the hours leading up to it [TS]

  likely my on the first day of the conference get out ways the first and [TS]

  once I got on the state I knew I was talking too fast to begin once I got [TS]

  like once I could hear people laughing at jokes I intend to make I knew that [TS]

  then people are on my side and that's a pretty good I felt confident touches the [TS]

  rest of it and I came in at times like 40 minutes and I haven't done it so I [TS]

  felt really good about that I had some good feedback as well so I wanna do more [TS]

  of this was partly because I enjoy it because it will help me see other parts [TS]

  of the world so it's something I really want to do more of I'm not sure there is [TS]

  there wasn't video of the talk but there may be audio of it at some point in the [TS]

  future [TS]

  people come up after after the talk and discuss it with you not immediately [TS]

  after but during the rest of the conference yeah yeah that's what i mean [TS]

  during the conference people emails from people that [TS]

  as well as it the way that I basically told the story of when I started [TS]

  podcasting to now so it kind of hit most of the people in the audience who like [TS]

  you were just starting out with a thing I wanted to do [TS]

  getting ready to quit their job starting a business or like having been in [TS]

  business for some time so it hit a lot of people quite nicely way I'm asking [TS]

  that because that is one of my little metrics for also trying to get out the [TS]

  true impact of a talk is after you have given it at the event [TS]

  do people come up to you to talk about your talk because everyone everyone will [TS]

  applaud at the end and and what they all went great but does anybody engage with [TS]

  you about what you said over the course of the event you are at if the answer to [TS]

  that is yes then you have had a successful talk that's a way that you [TS]

  can get a sense of people's true reactions to what you have done as [TS]

  opposed to just their polite reactions or just just there like feedback on a [TS]

  little card about oh yeah it was great you know whatever you did you were you [TS]

  able to actually convince people to come up with you and continue the discussion [TS]

  if so that's an excellent talk [TS]

  yes good point like if people what if he would just let me hear nothing about [TS]

  that's bad news [TS]

  yeah everybody just as something like oh yeah it went great and then they don't [TS]

  mention anything specific about your talk that that's feedback that the next [TS]

  time you give a talk you need to change your strategy so all of my talk focused [TS]

  on what I kind of want to do in my second year of being independent and [TS]

  having my own business [TS]

  and one of the things I was thinking about is how my time and how I start to [TS]

  think about what are some of the things I'm currently doing that I don't need to [TS]

  do or I can pass along to somebody else to this leads into something that we [TS]

  have been wanted time which is this idea of these words actually they came from [TS]

  you and they made into my talk which is the idea of what you need to do others [TS]

  can do for you and you are trying to explain this from the way to explain it [TS]

  to me which is understanding what the jobs are that you are currently doing [TS]

  side of your business that you can outsource because you don't need to do [TS]

  the more you don't like to do them and it's all about how you delegate things [TS]

  and it does kind of an idea of the way the money like how much money you [TS]

  willing to pay to get some of your own time back I just got his with the number [TS]

  of people who are running their own businesses or who have started up their [TS]

  own things and I think it should be no surprise that the kinds of people who [TS]

  end up creating their own businesses are also the kinds of people who feel like [TS]

  they can do a lot of different things in a lot of different areas and that they [TS]

  don't shrink from doing additional things like even just think sometimes [TS]

  about being a professional youtuber there are a surprising number of very [TS]

  different skills that you need to have to make this work at the start like when [TS]

  you're just a person on your own you know you you need to be able to figure [TS]

  out how to put together a presentation you need to figure out how to work with [TS]

  video equipment you need to figure out what you can do to be engaging to some [TS]

  section of the global audience but then you also need to figure out on your own [TS]

  all the back end stuff of YouTube like we were complaining [TS]

  out earlier than you also need to start thinking about some of the the business [TS]

  stuff and so it's very natural you take someone who starts building a business [TS]

  like that you get very used to doing all the things your self and I'm just [TS]

  thinking about you too because that's what I'm familiar with but I imagine [TS]

  it's very similar to for almost any kind of business but it's it's going to be [TS]

  very similar for almost anybody who starts up their own thing that at the [TS]

  beginning when you don't have a business that is generating revenue you are the [TS]

  person who needs to do everything everything is your responsibility but [TS]

  then if the business become successful there comes a point where you have to [TS]

  start letting go of control of a lot of these different areas and again at least [TS]

  an experience of everyone that I have spoken to nobody picks the right moment [TS]

  to do this [TS]

  everybody waits until way way after they should have done it because they're [TS]

  recognizing like man I am just overburdened with dealing with all of [TS]

  the parts of my business that I just have to bring on someone to help me [TS]

  because other otherwise I am this bottleneck in my own business and I am [TS]

  the person who is just running me down with the huge number of things that I [TS]

  have to do but it's I think it can be hard for that kind of personality type [TS]

  to let go of stuff that you have always done so I wanted to take a look at some [TS]

  of the things that we do and off the other people and some of the things that [TS]

  maybe we could try and understand the reasons that we do in Darfur agencies so [TS]

  for example accountants and lawyers now accountants and lawyers they do job so [TS]

  very important that if we wanted to we could learn mean you're smart enough we [TS]

  could we could take the time necessary [TS]

  at least to do our own taxes because there are people that do that but [TS]

  there's no way in hell I won't put that time so I'm more than happy to pay for [TS]

  an account more than happy to pay for a lawyer just to clarify some there's just [TS]

  certain to be nice to accounts I could do it to a acceptable standard but [TS]

  there's no way I could do it as well as an account did you know what I mean I [TS]

  could I could learn how to deliver a tax return by within the pain way more tax [TS]

  no shipping or I'll get something wrong yeah they think the thing with the [TS]

  accountancy for example is i have i mean let's let let's say I've been in [TS]

  business for myself to some extent for its four years five years now let's say [TS]

  it's four years I have done my own accounting for essentially that whole [TS]

  time because it feels like ok this is something that I need to be on top of [TS]

  because it's the money coming in and is the money going out and I need to make [TS]

  sure that things are profitable and I need to have a good sense of where [TS]

  everything is but it is just in the last year that I am in the process of of [TS]

  handing over the accounting to someone else and it is the process of doing that [TS]

  that makes me realize man I should have done this two years ago I should have [TS]

  done this as soon as i could have hired unaccounted because while I can do it [TS]

  the real question with handing stuff office does me doing the accounting [TS]

  really help the bottom line of my business and the answer to that is very [TS]

  clearly know that if if I spend a weekend doing all of my accounting what [TS]

  has the business gain from that not not really very much I should have spent [TS]

  that weekend making something that the business makes so for me that's editing [TS]

  the podcast it's writing a video its animating a video [TS]

  these are the things that are the stuff that I should be working on in the [TS]

  business and so I really really try very hard to to constantly remind myself that [TS]

  I have these core activities writing recording editing and a meeting if I'm [TS]

  not doing one of those four I should really evaluate if I am the best person [TS]

  to do this thing because those for activities are at the core of my [TS]

  business they are to use corporate speak they are where the value is generated in [TS]

  my business and the value is not generated in my business in doing the [TS]

  books that that is that is a case of where I can hand something over but it's [TS]

  very hard to let that go because it just feels like such an intimate part of the [TS]

  business and it's something that I've just been doing on my own for so long [TS]

  that I feel like oh but I can do this so maybe I should do this very funny to me [TS]

  because one of the first things I did was to get there was no way I would be [TS]

  able to do that stuff efficiently yeah because I don't understand it but I [TS]

  don't understand any of it and I don't want to take the time to adjust I have [TS]

  no desire to do that [TS]

  forgiving when I was making no money I was still paying an account I just know [TS]

  I'm not gonna go through this scenario I have to say I advise the mic strategy on [TS]

  this one he kept an accountant way before you think you ever need one like [TS]

  as soon as you decide you want to start a business that is why he can you to do [TS]

  because they hope you put so much stuff into place and she get a really good one [TS]

  then that just becoming a good person you can ask business-like questions to [TS]

  give you another point of view [TS]

  and I agree with that exactly the same way of a lawyer but I don't know if he [TS]

  had a lawyer immediately depending on the type of thing to do [TS]

  yeah the the lawyer is a bit of a different case and the lawyer to me is [TS]

  it is an example of something where I I'm under no illusion that I could do [TS]

  with a lawyer could do I could not go to law school and become a lawyer I just [TS]

  don't think I would be capable of doing that because when I try to read [TS]

  contracts is I swear my brain tries to protect itself by making me fall asleep [TS]

  i cannot read a contract and focus on it for any length of time and he even when [TS]

  I can ok bringing all of my concentration to bear on this clause [TS]

  it's still just reads to me like in my head it almost sounds like a swarm of [TS]

  bees they can help these words all of these words are floating around but I [TS]

  just cannot make any sense out of what this is this whole other legal language [TS]

  and seemed like a miracle that lawyers communicate to each other in these terms [TS]

  and so yes I have a lawyer that I signed contracts and stuff to do his bills like [TS]

  thank you I just she is there to read through all of these paragraphs because [TS]

  I couldn't do it for all over the tea in China it just wouldn't be possible for [TS]

  me to derive any meeting for most of the contract that I have to look out yeah I [TS]

  mean and this other things like just making sure that you have all of the [TS]

  paperwork that apparently you need to have that you'd never know you'd need to [TS]

  lawyer can tell you that it's required yeah it's like oh if you don't have this [TS]

  anyone in the world could see you and you immediately lose like okay mister [TS]

  aside because that's the system has been created around this deep into it so if [TS]

  you want to have a serious business eventually so that's why you end up [TS]

  again you could do all the reading if you really wanted to try and do a job [TS]

  but you just because of the amount of time you're spending not doing what your [TS]

  business is supposed to be [TS]

  yeah yeah without a doubt this is where I think there are a bunch of mental [TS]

  tools that you can have which helped you think about this stuff and the number [TS]

  one of these is opportunity cost just simply the idea that whatever you're [TS]

  doing something you can't be doing something else which sounds like that [TS]

  idea is so obvious but it's very useful to keep in mind of I'm working on this [TS]

  part of my business is the best part like what like how much revenue my [TS]

  potentially losing out on by not working on the value generating parts of the [TS]

  business that that is a real costs and actually find it's very helpful in [TS]

  decision-making to figure out what that actual number is and this is where I [TS]

  think mission but yeah I didn't mention on the previous shows how I use Launch [TS]

  Center pro as this impromptu Time Tracker [TS]

  I want to know more about this one day I don't think you're ever gonna tell the [TS]

  world I want to see us [TS]

  yeah well I just say what I do with it now which is that I track the time that [TS]

  I spend on on various parts of my business so i'm i'm able to know pretty [TS]

  accurately how much time did I spend writing or animating YouTube video vs [TS]

  working on cortex vs working on hello internet I track all over those in [TS]

  regular units of time for myself but one of the big reasons that I do that is it [TS]

  half just because I find that very effective way to work I just learned [TS]

  that my brain likes timers [TS]

  it's like doing these little dashes of work that's very helpful but it's also [TS]

  so that I can take some numbers about what revenue is generated by different [TS]

  activities and come up with an exact number for opportunity cost for various [TS]

  things that I do so when I say like oh I have an idea about how much it costs me [TS]

  to work on part exit the business versus part why I actually have a number I know [TS]

  actly what that number is and in a business context that's also where it's [TS]

  helpful when you think about things like hiring and accounted for hiring a lawyer [TS]

  or like with my personal assistant I can have some numbers that make sense about [TS]

  how much am I willing to pay in the business to have people help me with [TS]

  various things over time this has been really interesting because I have seen a [TS]

  personality shift in myself in the last maybe year or two where I used to be [TS]

  very very used to being on top of every single part of my business and keeping [TS]

  track of absolutely everything and now I find myself much more focusing on ok [TS]

  what else can I have other people do or help me with to the point where as we [TS]

  were actually discussing just before the show started i just load paper work of [TS]

  any kind and I used to be really good at always filling out paperwork and making [TS]

  sure all the forms are in are in place and everything is set and now my opinion [TS]

  on that is largely ok my personal assistant knows just about everything [TS]

  about me can she just fill out this form for me and submitted for me I can do it [TS]

  I'm not incapable of writing my name in block capitals in these boxes but i just [TS]

  i wouldn't do it for fun and so this is work and I have a number which is OK [TS]

  does it make sense for me to pay my personal assistant to do this if the [TS]

  answer is yes like yes I would love to do this and any any time I can I can [TS]

  come up with a little solution like that I guess this makes this makes very good [TS]

  sense for the business [TS]

  the flip side of this is of course that over the past two years this also means [TS]

  that I have been getting a lot more business expenses than I ever used to [TS]

  have a used to feel like oh boy this business is great it has no expenses and [TS]

  now it's like to have a lot of business expenses that I didn't used to have but [TS]

  the tradeoff is is definitely worth it but it is interesting to see that this [TS]

  has caused a a personality shift that I notice that trying to always think in [TS]

  this efficient way [TS]

  has really really driven down my patients for certain kinds of activities [TS]

  with god can I have someone do this I really hope the answer is yes we can [TS]

  actually when you get too far into it can actually be detrimental thing [TS]

  because you you may be spent more money than you need to because you know how [TS]

  such a low tolerance for work you don't want to do anything today someone yeah [TS]

  but this but this is where the spreadsheet in the numbers act as the [TS]

  sanity check where does this not make sense what should you do and what should [TS]

  you not do you have to have it some kind of anchoring reality I really do [TS]

  recommend anybody out there who is running their own business to do the [TS]

  actual calculations of what your time is worth per hour and the really they're [TS]

  really key feature here is to not lie to yourself about how much time you spend [TS]

  on things so if you're sitting at home all day and you feel like oh I had a [TS]

  whole work day you don't just get to divide oh how much money I earn today [TS]

  divided by the eight hours I spent in the office like this is one of the [TS]

  reasons why I use the timers is I am really really strict about was this a [TS]

  solid 40 minutes of writing if it wasn't a solid 40 minutes of writing it doesn't [TS]

  count so I i really do keep a very very accurate account of this stuff and if [TS]

  you do that it is really eye-opening like I have convinced a few people to [TS]

  try this and once they do just a little bit of tracking the time and then [TS]

  working out their hourly rates it does really change how they think about their [TS]

  business and how they're spending their time so the obvious thing he'll like [TS]

  maybe the elephant in the room in looking at this scenario is production [TS]

  so we're talking about the way to maximize money and part of the thing [TS]

  we're talking about is take things away from us so we can make more stuff so [TS]

  what if you had people making stuff for you [TS]

  so I do some of this I'm not on every show and relay this is your specialty [TS]

  Mike yeah so we have currently like 20 28 posts between them pretty use 18 [TS]

  shows I'm on nine of them a lot of there is a need is only like six or so [TS]

  frequent shows the hawk yeah but over time you are on a decreasing percentage [TS]

  of the total number of shows that really produces exactly so that is the idea of [TS]

  me bringing in people because every show producers money for the business of [TS]

  which I as a business owner have some of that money [TS]

  natural we the ad sales infrastructure so it work out deals of all of our hosts [TS]

  on a split the revenue and so I make money by people doing work which is the [TS]

  other part of this whole thing and overtime I'm trying to maybe pull back [TS]

  the amount I do to push forward more people to do that because facilitator of [TS]

  other people's work that day that is how in the long term [TS]

  my business seats have a host of people that are happy to work with me and [TS]

  Steven on these new shows that we can help continue to foster talent and make [TS]

  that push us to forward and to be clear the whole proposition from relay is the [TS]

  reason why I agreed to do this podcast is a big part of it [TS]

  his I can do this show but only if I don't have to worry about details [TS]

  XY and Z like with the hello Internet podcast I'm in charge of all of the [TS]

  background logistics and all of the editing with the exception of ad sales [TS]

  work with someone for that but I just knew I could not possibly replicate all [TS]

  of that for a second podcast it would just be far too much and so yes that's [TS]

  why it's like okay as really as a company takes a portion of the [TS]

  advertising revenue for the show but I was very happy to sign up for that if it [TS]

  meant that [TS]

  oh I don't have to upload the show's to the website I don't have to put the [TS]

  Sooners together is like this is what we worked out you and I and it is a good [TS]

  example of the same kind of thing like having someone else do something and [TS]

  being more than happy to help pay for that [TS]

  yeah let's take a quick sidebars and I'll tell their story to say if we keep [TS]

  it in but will mean you were talking about the split between the two of us as [TS]

  hosts of the like the remaining revenue I was pushing to give you more of it but [TS]

  you were pushing to give me what I was trying to give you a better split [TS]

  because I i as a person looking for talent wanted to try and make the [TS]

  sweetest deal possible for you right that was my thinking so I wore offer you [TS]

  more money because then more money means more likely to say yes right but you [TS]

  think so that was one part thinking on the other side you wanted to give as [TS]

  much as possible for me to do work wise [TS]

  wanted to compensate me accordingly to keep me happy so we worked out a very [TS]

  very fair deal but that that resulted in me happily agreed to do things like all [TS]

  of the book and the editing and that's exactly that's that's the both sides of [TS]

  this coming into play which is quite interesting in the way that we are [TS]

  coming to the arrangement we did you know without a doubt I was convincing [TS]

  you to take a larger portion of the show and also to do more of the things like I [TS]

  wanted you to be more invested in the show than the original deal was going to [TS]

  be and that that's exactly part of it like out in some way I am hiring relay [TS]

  and Mike to help with a larger portion of the show and so I want to pay for [TS]

  that that that that is my perspective on how the negotiations went down the [TS]

  interesting part of this is very much focused on optimizing but you gotten [TS]

  your business [TS]

  yeah this is because I found a way for my company to generate money that I [TS]

  don't need to actively be apart yeah i i do the ad sales part which is a lot of [TS]

  work but recording shows his is where the advertising goes on to so I don't [TS]

  recall the will to shows so I have found a way to optimize my business by [TS]

  creating a scenario in which we have a welcoming environment for many people to [TS]

  come and do their work [TS]

  yeah now I remember a long time ago [TS]

  episode we spoke about a scenario that you believe he would try to look at with [TS]

  your work but that didn't pan out [TS]

  yeah I did I did at one point try to do an additional YouTube channel and pull [TS]

  together a little team of people to do that and i realize very quickly that [TS]

  there were a few reasons why it just couldn't work out and also that I might [TS]

  be particularly ill-suited to this exact role and is one of the things that with [TS]

  cortex that i think is interesting because while you and I are both [TS]

  self-employed the nature of our businesses are very different in that [TS]

  you are working with a very large number of people and you you don't have [TS]

  employees but you would you have this company structure whereas I am just an [TS]

  individual there is nobody in my business but me on the only person here [TS]

  there are people that I work with on a freelance basis like like for example [TS]

  right now I'm working with an artist for a future project and so you know I paid [TS]

  the artists for their assistance but I don't have any I don't have an in-house [TS]

  artists who I employee who does the work and this is just a personality [TS]

  difference that I I just don't think I would be very well suited to be in [TS]

  charge of that kind of company so I make a lot of business decisions to [TS]

  intentionally keep what I'm doing very very small scale and in the U-two world [TS]

  it's a bit weird like it's actually quite easy to end up [TS]

  spinning up your business and having a whole lot of people working with you and [TS]

  for you to get is actually quite remarkable when you look into it how [TS]

  many big YouTube channels are actually small to medium-sized companies that [TS]

  have changed behind the scenes like it still might be the same guy or girl on [TS]

  camera but you don't realize they have acquired like an entire staff behind [TS]

  them is also assisting with things so for me it's it's just me because that's [TS]

  a a personality difference but it does mean that I am the bottleneck for just [TS]

  about everything like if i'm having a look if it's taken me a long time to [TS]

  write the scripts like it is taking a long time to write a script and I am the [TS]

  only one holding up my business I'm not sure I would use a word like [TS]

  productivity like I don't focus on productivity but I do spend a lot of [TS]

  time thinking about maximizing output per hour I think that is really my focus [TS]

  because I am aware that I am always going to be the one who limits the [TS]

  amount of things that I produce because I only have so much time that I'm going [TS]

  to dedicate to work and so I have to get the most out of that time that I [TS]

  possibly can and actually to bring to bring it around to give you a perfect [TS]

  example of this so I mentioned before that I haven't done any speaking [TS]

  engagements in awhile and one of the reasons I haven't done that is because [TS]

  when I'm invited to do a presentation somewhere like there's a conference and [TS]

  they want to speaker just like what happened with you because I am the [TS]

  bottleneck in my own business when I get an invitation like that I on an actual [TS]

  spreadsheet do a literal opportunity cost calculation for I know what my [TS]

  saves video production time is worth per hour and then I do an estimate of how [TS]

  many work hours would I lose going to this conference and this is what I mean [TS]

  by it's very important to know your value per hour per project and so I spec [TS]

  out things like ok [TS]

  well I have to do the opportunity cost for the travel days I have to do the [TS]

  opportunity cost for preparing for the trip for preparing for the presentation [TS]

  and I also have to do the opportunity cost for coming back because it's very [TS]

  easy to think of a conference as and conference organizers like to think of [TS]

  it this way [TS]

  oh we just want you to come and give a one hour presentation like okay yes but [TS]

  from my perspective if you want me to give a one hour presentation in [TS]

  California that does not subtract one hour of scriptwriting time from my work [TS]

  schedule so I do that opportunity cost of at a bare minimum like how much in [TS]

  theory would I be losing out by doing this conference and then I have to [TS]

  figure well if I'm going to do this I don't just want to break even like this [TS]

  has to be in actually profitable engagement for me and so I have to put [TS]

  some kind of markup on that and then the answer to all of this is the amount of [TS]

  working time that I would lose by going to a conference was never ever is going [TS]

  to work out with the amount of speaking fees that an organization can pay again [TS]

  I'm not trying to be a jerk here I'm not trying to be like oh pay me an enormous [TS]

  amount of money I'm really just trying to do this in the most dispassionate way [TS]

  of MI willing to delay releasing a video for a conference and the answer to that [TS]

  question is almost always know what it is because I am the only person in my [TS]

  business and because you have a business where you have multiple people working [TS]

  with you in the business generates income you are much more free than I am [TS]

  to accept more conference invitations like that's where this plays out as a [TS]

  difference between the two of us there are very very many things i would like [TS]

  to do but that from a business perspective are are very hard decisions [TS]

  to say yes to whereas the structure of your business allows you to say yes to a [TS]

  much wider variety of things much more easily [TS]

  yeah even goes into because of the weather my business is structured next [TS]

  year I'm going to reduce my output in some areas and I can do that safely now [TS]

  and the effect it will make my income won't be dramatic right where they keep [TS]

  you said I'm gonna make one less podcast week 21 this video month that would make [TS]

  a dramatic impact on your income and I just actually just happened this month [TS]

  I'm going to admit I'm probably gonna put up an article in the next couple of [TS]

  days but basically this is this month for various reasons I had to delay a [TS]

  video that was supposed to go up at the end of this month [TS]

  like man is that a costly business decision that really hurts like it makes [TS]

  a big difference if I can upload a video in a month versus not uploading a video [TS]

  in a month and that like that is the downside of being the guy who was also [TS]

  in total control of everything that's going on in my business is like also the [TS]

  guy that everything depends on but I i pay that price because I prefer to be an [TS]

  independent person like I'm not sure like I said before I will do very well [TS]

  working with lots of other people so that's that's why make this decision the [TS]

  way that I do today's episode of cortex is also brought to you by the lovely [TS]

  people over at igloo to make the internet actually like if you use any [TS]

  kind of internet product I'm pretty sure you'd probably be unhappy with I [TS]

  remember using an Internet my previous job and I had to use it only on the [TS]

  machine is connected to my network so I could only be using my internet stuff [TS]

  while I was sitting at the Windows PC that I used to sit in front of her eight [TS]

  hours a day [TS]

  this did not mix the way that I like to work I like to be able to work from all [TS]

  of my devices like to be able to work from wherever I am that's the way that [TS]

  my brain is programmed I think that's the way it is for many people these days [TS]

  and this is what it is all about [TS]

  you're able to do your work from wherever you want to get your work done [TS]

  you can manage your task list from your laptop or maybe not [TS]

  paying full attention on during a meeting you can share status updates [TS]

  from your phone as you're at the site of a client and you can even share and [TS]

  access the latest version of a file from home in your pyjamas maybe in the garden [TS]

  wherever you wanna do your work that's where you can be with you it was also [TS]

  really customizable and you can do so much to make it look and feel exactly [TS]

  how you want to make your organization you can customize the colors you can add [TS]

  your logo and you can even permit different parts of functionality to the [TS]

  different teams of in your business so everybody has the stuff that they're [TS]

  gonna need to get their work done you can also integrate services like box [TS]

  Google Drive Dropbox internet big easy to secure platform because we're so [TS]

  mobile these days people are increasingly bringing in their owner [TS]

  inside today companies and also sharing documents with these services to maybe [TS]

  they shouldn't because if you're using stuff personally maybe breaks and [TS]

  security protocols or something like that you have so that's why a glove made [TS]

  it possible to integrate these services inside of your secure platform making [TS]

  sure that people are keeping things where they need to be so people can [TS]

  store stuff in Dropbox but in the company's dropbox is really reals the [TS]

  used 256 bit encryption single sign-on and Active Directory integration is to [TS]

  make sure that your platform is secure at all times and you can also use its [TS]

  own document preview engine to collaborate and stuff and also see you [TS]

  can track who has read things we've read receipts this make sure that when that [TS]

  new health and safety document goes around rather than walking around the [TS]

  office of pen and paper and checking everybody office you're getting it done [TS]

  to make sure that everyone is on the same page you will actually be able to [TS]

  just log into a glue and see exactly who's right and just bought the people [TS]

  that haven't is time to break away from the internet that you hate gone sign up [TS]

  right now and you can try it out for free with any team of up to 10 people [TS]

  for as long as you want sign-up offer dot com slash cortex thank you so much [TS]

  for supporting the show and relay [TS]

  a couple weeks ago we spoke about your personal system with the way that you [TS]

  work with them on email and I actually think that it might be a good point now [TS]

  to finish that kind of conversation about your personal system because this [TS]

  is obviously a scenario in which are passing off probably the majority of [TS]

  things that maybe you don't want to do because you're paying somebody to to do [TS]

  a lot of the kind of day today [TS]

  menial work I supposed you're not interested in taking care of ya I [TS]

  wouldn't say necessarily mean you work at this is I'm trying to think of a word [TS]

  for it that's the icon yeah here's here's the way I think about it right [TS]

  because I actually feel like there's a lot of menial work that I have to do I'm [TS]

  looking at you [TS]

  animation who is incredibly tedious work to do you just get someone to do that [TS]

  for you like I'm in this scenario now where we are starting to more seriously [TS]

  consider an audio editor for some shows and that is partly due to time and [TS]

  partly due to the fact that I'm having some pretty worrying RSI which we will [TS]

  talk about on later so don't talk about yeah yeah we should talk about that I [TS]

  need to get a handle of what's going on in my life before a little talk about it [TS]

  so we're thinking about you know basically told me that if I lose the use [TS]

  of my hands [TS]

  risk and that's we have a scenario that we have an editor so we're starting to [TS]

  more seriously think about what that would look like to have somebody to take [TS]

  care of a lot of stuff for us now you could you could have somebody do the [TS]

  animation for you and it probably wouldn't make too much of a difference [TS]

  presentation of your videos if you think about it objectively because the [TS]

  majority of the work for you [TS]

  goes in the writing and then you could storyboard video and then hand over the [TS]

  animation somebody else whether you want to do this could mean I could do it [TS]

  because obviously this is how a company like Pixar works they don't they don't [TS]

  have one dude rights and animate Incredibles has not like that's not how [TS]

  that movie comes together obviously obvious either way the team could work I [TS]

  just think there are tradeoffs [TS]

  just think there are tradeoffs [TS]

  involved in having a larger structure like that I do think the animation style [TS]

  would have to change a little bit but my always have a hard time communicating [TS]

  this but my problem is that by the time I have finished writing the script I [TS]

  know exactly how I want animations to go and I'm also I'm off and writing the [TS]

  script so that the animation lines up in a particular way and the result is [TS]

  trying to communicate this to someone is a lot of overhead of exactly how I [TS]

  wanted to be now now could I get someone else to do it of course but if you have [TS]

  someone else working creatively I think it's a lot better if you can give them [TS]

  some creative control than is as an example here [TS]

  das ki who I work with who does the hello Internet animated videos he has [TS]

  total artistic control over those things that we do that together in the sense [TS]

  that he selects audio clips I approve of the audio clips he sends me a draft and [TS]

  I approve or make some feedback on the draft and then he makes it but it is [TS]

  almost entirely under his control of his discretion how he wants those things to [TS]

  look and I have an element of creative control over the show was yeah yeah yeah [TS]

  without a doubt this is it's a similar thing like I i allow you allow you I the [TS]

  right in which are you is a bit different from video but it's definitely [TS]

  the case that yes there is a certain amount of artistic pneus to how are [TS]

  things that it how it is but together and so that's a that's a similar things [TS]

  so if I were to ever have someone else anime one of my videos I would have to [TS]

  write the script differently from the perspective of someone else is going to [TS]

  enemy which would change the way I would phrase things in some points and I would [TS]

  also want to give that person much more creative control over what happens [TS]

  because that's the only way I could be happy about it I couldn't be happier [TS]

  about it imagine [TS]

  ok I this is exactly what I want and if it's not exactly what I want then it's [TS]

  terrible so I I would have to change the structure of the way that I do things [TS]

  and i also think I would have to really be working with someone who was a [TS]

  full-time animator and then that goes back to the very question of is that the [TS]

  kind of structure that i want for my business and the answer is No [TS]

  at this stage like a really just I don't like the idea of other people being [TS]

  dependent upon me for their living this is the issue of have been thinking about [TS]

  it is that with the way that I currently do things I want it picked up [TS]

  immediately and that usually means that that person needs to have nothing else [TS]

  that they do exactly all I need to change the way that I think about things [TS]

  ya know there's a huge advantage to obviously having someone around to help [TS]

  our full-time what this whole conversation is reminding me of is again [TS]

  going back to my days as a teacher and perhaps the first exposure I ever had [TS]

  with the idea of having someone help you with work now in the school where I [TS]

  first worked there was a photocopy lady and she was in charge of the photocopy [TS]

  machine and so the idea was if you had some worksheets you would take one of [TS]

  those worksheets you quickly fill out a little forum about how many copies you [TS]

  need and who you are of course she would know where to deliver the photocopies [TS]

  and put it in in basket for her and she would make little photocopies for you [TS]

  and I resisted so hard using the photocopy laity for me be the first year [TS]

  year and a half of being a teacher because I always thought I can make [TS]

  photocopies this isn't hard this is an easy thing to do and I'm perfectly [TS]

  capable of doing it why don't I just make the photocopies but then I [TS]

  eventually started using the photocopy lady and when you do that you realize [TS]

  that in order to be able to fully take advantage of someone helping you you [TS]

  you actually need to be more organized in a way so what this means is if if I'm [TS]

  going to have someone make the photocopies for my lesson that needs to [TS]

  be in her inbox at least a day before the lesson is actually going to happen [TS]

  and so that takes away the option of waiting until the last minute to prepare [TS]

  a lesson and doing the photocopies of the last moment you have to be more [TS]

  organized in some ways to take advantage of other people helping you and so when [TS]

  I started to learn to use the photocopy led it meant that I had to be preparing [TS]

  lessons much more in advance [TS]

  than I normally would [TS]

  but the payoff of that was definitely worth it because one of the other things [TS]

  that I find with having people help you with things is unexpected snags can just [TS]

  derail your whole day and so you know what the photocopier it doesn't always [TS]

  work or there's a jam and then suddenly you're doing something at the last [TS]

  minute and now you're trying to fix a paper jam in the photocopier or the [TS]

  photocopy yours out of paper and so now you need to go to the stock room to get [TS]

  some paper and fill it up [TS]

  whereas if you doing things more in advance all of these problems just [TS]

  disappear but they just they just go away and so I'm thinking with you for [TS]

  example and talking about bringing on an editor possibly for the podcasts this [TS]

  means that you need to change some aspects of your business [TS]

  about what is the turnaround time on on podcast it means if you're going to have [TS]

  someone do this you can't have a really rapid turnaround it may mean that [TS]

  there's going to be a multiplication of the number of things that you can [TS]

  produce or a reduction in the number of hours that you are working both of which [TS]

  are good but it does fundamentally change some of the things that happened [TS]

  in your business and in my own analogy here with my own life and without a [TS]

  meeting like yes if I did bring on an animator maybe I could produce more but [TS]

  it would dramatically increase the cycle time and quite frankly I like being able [TS]

  to finish the script and then have the video up relatively fast I'm just going [TS]

  to grind through a few days of animating and getting it done that's something [TS]

  that I actually don't want to change like I don't want the the tradeoffs [TS]

  involved there but anyway it's it's just this stuff is just very very connected [TS]

  with who you are and and how you run your business but to get back to your [TS]

  original question where you were talking about having my personal assistant do [TS]

  the groundwork I feel like that is not necessarily the case [TS]

  I think that in my mind I am passing off to her a lot of what I think of [TS]

  administra- to work it's it's administered yeah there you go [TS]

  some of it is surprisingly difficult or complicated and as an example a little [TS]

  while ago she was on the phone with the tax the business sub Department of the [TS]

  IRS to fill out some papers and to get some forms to have the right number to [TS]

  give to the UK for a business that exists both in the USA and in the UK and [TS]

  they boy that work is it is administrative work it is it's not a [TS]

  grind work because there's a lot of questions that need to be answered [TS]

  correctly and forms that need to be filled out but it is something that I [TS]

  would just like I don't think I could bring myself to be on the phone and [TS]

  repeating long strings of numbers to tax people in different countries like I [TS]

  just couldn't possibly manage doing that and from the perspective of CGP grey the [TS]

  YouTube channel and that doesn't help get a video made any faster [TS]

  spending a day doing that kind of work having somebody be on the phone to the [TS]

  IRS for you i think is a real issue of trust and trust is an important part of [TS]

  this and i wanna put a pin in that just for a moment to stop Pakistan how did [TS]

  you find your post the way this came about was I just tried a series of [TS]

  companies that specialize in the stuff so you search for virtual assistant [TS]

  there are just a bunch of companies that will attempt to match you with someone [TS]

  based on your needs and they all make it sound like it's going to be magic right [TS]

  from the start [TS]

  photo we're gonna find a perfect person who you can just work with and in my [TS]

  experience it took several tries to find someone who meshed with me and the [TS]

  current person that I'm working with now is the [TS]

  second long-term personal assistant that I worked with the so it's not an easy [TS]

  thing to just immediately find someone and they were a few people who were just [TS]

  at least for me not great to work with who I didn't think did really really [TS]

  excellent work I'm going to highly recommend that if anyone out there is [TS]

  trying to find a virtual assistant this is not the place to cheap out they give [TS]

  don't try to get someone on the other side of the earth [TS]

  who's going to work for $7 an hour it seems like it's a really tempting thing [TS]

  to do but my experience has led me to believe that that is a terrible terrible [TS]

  decision that you will regret like it'll just end up being more work than it's [TS]

  worth I would recommend you know find someone who speaks your language as [TS]

  their native language and yeah I get what you think it sounds just fine egexa [TS]

  finest speech language is a is a metaphor for you mean it literally I do [TS]

  mean it I do mean it literally but it's just that there are enough communication [TS]

  problems with someone you're working with just normally that for me obviously [TS]

  I need someone who speaks English fluently as a first language but [TS]

  whatever your first languages make sure that person speaks that as their first [TS]

  language as well that is an absolute requirement because there's just enough [TS]

  barriers are ready to communicating clearly with other human beings and then [TS]

  again I would be looking for someone who has a lot of experience which means [TS]

  they're going to be charging a bunch of money but again this is a business [TS]

  decision and this is going back to you like you to return on investment or the [TS]

  opportunity cost spreadsheet before you should be looking at the value of your [TS]

  time and the answer is you are finding someone who the cost for their hourly [TS]

  work is less than the value of your time from a business perspective would you [TS]

  advise that before somebody goes [TS]

  down a route like this they need to understand the value of their Alice yeah [TS]

  you cannot make this decision unless you have a very good sense of what your [TS]

  hourly work is because really you need to be paying less than that [TS]

  yeah and and you know when I say this is not a place to cheap out like some some [TS]

  of the the really high end of this there is this is a fascinating world but [TS]

  there's a whole world of executive assistants and super high-end executive [TS]

  assistant placement services and the numbers that some of those companies [TS]

  companies charge are just crazy you cannot believe how much the apex of the [TS]

  apex of personal assistants can earn but the thing is they are working for people [TS]

  like Bill Gates when I see him as well as we can really perceive the amount of [TS]

  money would pay because we also can't perceive just the level of the work that [TS]

  they do [TS]

  yeah I imagine when you get up to that level so you just don't need to worry [TS]

  about anything anymore because you're a system as if I can find for the show but [TS]

  there was an article that I was reading which was talking about some of the [TS]

  highest tier executive assistants and one of the reasons why there was [TS]

  executive assistants are able to charge such high rates is that those assistance [TS]

  they use a networking service that puts them in contact with the other executive [TS]

  assistants a very high level people so that makes so much sense right [TS]

  so they are acting as a conduit across very high level social and political [TS]

  circles yeah the way they get things done is by talking to each other [TS]

  exactly you're really buying into this whole network of you know what you get [TS]

  is access to everyone right and so it's it's a case of you can say someone like [TS]

  a very high level business executive needs to get the chancellor of some [TS]

  country on the phone [TS]

  right and they they they can just pass it off to their assistant and say you [TS]

  need to make a meeting happened with acts and that assistant can charge [TS]

  that's crazy high rates because they are in contact with a whole network of other [TS]

  assistance at a very high level and they can try to work that out amongst [TS]

  themselves to see if they can make this happen but I I bring this up because [TS]

  again it's just the value of someone like Bill Gates Richard Branson Elon [TS]

  Musk any of these guys [TS]

  outwardly value generation from them is just crazy and so that's why they can [TS]

  afford to have very high level very expensive people helping them out but if [TS]

  you'd like we are not Elon Musk you like we're not in that position but you still [TS]

  need to have an understanding of where you are are in this hierarchy of people [TS]

  who you can have assist you and my advice is to probably go higher than you [TS]

  think you should as long as it is lower than like your hourly value so go back [TS]

  to the trust thing so you found the gun to service you found the person and you [TS]

  been working with time eventually I see you start them off of smaller tasks [TS]

  right just to test to see if there are fifty oh yeah like what you would you [TS]

  give to someone to begin on this path because you can't just be like he's the [TS]

  pastor to my email can go crazy yeah there are there are definitely [TS]

  boundaries which I would not cross again talking about some of you two [TS]

  presentations from before the way the whole YouTube system works that you have [TS]

  a password that allows you to access everything just like that the video [TS]

  upload also all the emails absolutely everything that's a that's the kind of [TS]

  very high level thing which I wouldn't trust anybody in the world with just [TS]

  because it's so it's like the beating heart of my business and if anything [TS]

  goes wrong I want to be the one who messed it up [TS]

  not somebody like that isn't I think you're stupid into something wrong the [TS]

  trust element was if you [TS]

  had an active you did something by accident exam could have a catastrophic [TS]

  effect on everything exactly I give you an example of a company that does things [TS]

  well that I wish more companies would follow but MailChimp has a sub-account [TS]

  level where you can give someone access to setting up something in MailChimp for [TS]

  you but they can't have the authority to press the button to send they can just [TS]

  set it up so that you have the authority to review it and then only you can press [TS]

  the send button do you think you should have this for some people they must [TS]

  consider such big companies and organizations that use YouTube account [TS]

  sp1 parser to everybody shares I wonder if this is something that has changed [TS]

  but I can say for a fact as of a few years ago they didn't have anything like [TS]

  this because I knew of gigantic companies that just had some dude who [TS]

  has the password to their account and has access to everything I just did a [TS]

  Google search YouTube for teams and there's nothing I cannot believe that [TS]

  doesn't exist [TS]

  yeah I think they're bringing on a few tools now like I think there's a little [TS]

  bit more of this with with some of the Google+ integration but is not enough [TS]

  and it's not adequate so I I bring this up simply because there's a certain [TS]

  amount of what I might call structural trust in that there are ways that you [TS]

  can have someone help you because limitations are built into the system [TS]

  like there is trust structurally there it doesn't depend on you actually [TS]

  trusting you human being but ideally you want someone that you actually can trust [TS]

  and so yeah that's something you have to build up over time and what I used as my [TS]

  initial tests with the personal assistant that I was trying some of whom [TS]

  worked out obviously many of whom didn't [TS]

  was I would send a scripts that I had marked up by hand to have corrections [TS]

  made and so I think if if you if you take a look at that that iteration blog [TS]

  post I wrote a while back I have an example of some scripts that would mark [TS]

  up my hands and I would pass that off to someone and say I need these corrections [TS]

  made on this text file but here's the thing I write all of my text files in [TS]

  markdown which is a very lightweight markup language that you can mark out [TS]

  things like italics or a link or bold it's not really complicated but you just [TS]

  need to know a couple of things and so as this first test project when I would [TS]

  say to the person is here is my original text file written work down here is a [TS]

  PDF of the changes that I want made which are written in my abysmal [TS]

  handwriting this document is written in markdown you need to go look up the [TS]

  syntax and just make sure that any of the changes are compatible with marked [TS]

  down to test that I think it's an excellent test because I'm trying to see [TS]

  if they can figure out something it's not complicated but it's just something [TS]

  that almost nobody would have run across before under normal circumstances yeah [TS]

  it's ever so slightly nerdy the idea of a markup language and then also I know [TS]

  very well exactly how all of those corrections are supposed to be made and [TS]

  I want to make sure that someone reading through what I have written can [TS]

  understand and make all of the corrections in the way that I want done [TS]

  and I would get back some abysmal things I mean a couple people just right out of [TS]

  the gate it was just know when I get back a word document right where [TS]

  someone's copied and pasted the text file into a Word document and send it to [TS]

  me I am part of the original instructions is you are modifying this [TS]

  text file [TS]

  like I'm not I don't want to different document back I want this thing back so [TS]

  there's a lot of a lot of stuff like this you'd be surprised when you're [TS]

  trying to work with someone like communication difficulties of the little [TS]

  ways that things can go wrong that you would never expect that was always my [TS]

  first test and some people just failed immediately but from there like if [TS]

  someone can do that then you can start working up to [TS]

  to bigger things but I did notice with a few of the first assistance that I work [TS]

  with they were ok it is very low-level tasks but I found myself not wanting to [TS]

  use them for higher level tasks and then that was a sign of like you know what I [TS]

  don't want to work with this person and an example of a higher level task is [TS]

  when someone is representing me to somebody else so I don't we have we [TS]

  discussed at meetings and remember discuss meeting on the podcast not [TS]

  really ok so as an example of a higher level task is like easily have my [TS]

  personal assistant set up a meeting for me with someone else now again this is [TS]

  something I would totally be capable of doing on my own but it's nice to be able [TS]

  to have somebody else workouts a time zones or available times but that's a [TS]

  higher level task because not only is the person just doing that thing but I [TS]

  also want them to be representing me well with third party and so like [TS]

  recently my personal assistants set up a meeting with a domain experts for a [TS]

  future project and I want to be able to know and be able to rely on that just [TS]

  going smoothly and that the higher level task was harder to defined what how is [TS]

  it to be nicely interacting with someone else like you just you can't write that [TS]

  down in words as a series of instructions but you need to be able to [TS]

  trust that someone can do that how do you get to the point when you can say to [TS]

  somebody here is my [TS]

  email here is the most important communication method in my business [TS]

  you now have access to what comes in you could sense something out you see stuff [TS]

  so I don't let other people see how do you get to that point [TS]

  well for me having a one-person business I don't think I ever really need to get [TS]

  to the point where someone else is controlling directly all of the email [TS]

  account that I use a bit like that is that is just like the YouTube password [TS]

  is a beating heart of the system and so the the way that I i worked things out [TS]

  with my assistant is that I have a bunch of rules that forwards stuff to her that [TS]

  comes through my account and then it filters that stuff out of my view so I [TS]

  don't see it but this is this is a case of what I mean by structural trust like [TS]

  certain messages go to her and she is able to reply to them but that's very [TS]

  different from saying handing over the keys to my primary email account but no [TS]

  system is perfect and there are gonna be things that she will see that you would [TS]

  maybe prefer that she did eventually over time that happened already so [TS]

  that's where the human trust comes in so yeah so that definitely requires a [TS]

  certain amount of amount of trust and that kind of thing only comes from [TS]

  working with someone over a long period of time there's no test that you can [TS]

  necessarily do with that so it's all about having having increase the number [TS]

  of things that you are willing to rely on someone for and that they have [TS]

  successfully helped you out with in the past and that continuing onward overtime [TS]

  isn't there is no way around it that's that's the only way to have it work but [TS]

  I mention that thing about being a single person business before because at [TS]

  a certain level this is again goes to like why very high-level assistants are [TS]

  almost certainly extraordinarily expensive as well is because [TS]

  I don't think someone like Elon Musk is really in charge of his personal email [TS]

  anymore but he really shouldn't be I don't think there should ever be a time [TS]

  where he sits down and let go let me check my email click Refresh what came [TS]

  in [TS]

  someone should be filtering almost everything that gets to him at that [TS]

  point saying about that one of the Apple executives because there's always these [TS]

  stories of like I'm replying to individuals what do you think about that [TS]

  he no like someone will right to complain about something and i right [TS]

  back at ya I wonder about that my guess is that they find it useful sometimes to [TS]

  dip into a stream of unfiltered stuff so you can write to him at apple.com but [TS]

  was it is it's T cook and I know what is his address I forget what the hell yeah [TS]

  I think it's teacup but so you can write to him but I don't imagine that he's [TS]

  using that email in any kind of work function I think that just might be a [TS]

  useful tool for him to just see what like what is coming in from the [TS]

  unfiltered outside world just to calibrate every once in a while his [TS]

  sense of things like that might be my guess about what some of the higher [TS]

  level up people are doing but I I just have a hard time imagining that it and [TS]

  they're really extremely high levels it really makes sense for a person to [TS]

  really be doing with their own email anymore like you just you just have to [TS]

  have someone that you rely on 22 filter and present to you the most important [TS]

  things that are coming through this dream and I remember a while ago you [TS]

  were talking about using stuff like 12 list of the list as they like to call it [TS]

  as a way to share tasks as that panned out over the long term [TS]

  yeah yeah that's definitely there's definitely something that I still use [TS]

  actually just added something to wonder list today wonder list through this [TS]

  before [TS]

  yeah I know we went through this before but I'm not giving up so yes I added [TS]

  something to wonder lists [TS]

  today and I i have to say I quite like that as a tool for communicating with [TS]

  another person [TS]

  these kind of actionable tasks it much better than email because I can open up [TS]

  and I can see a list of oK here are the 10 to 15 things that I can have some [TS]

  assistance on and you can leave comments on that the other person can see and i [TS]

  can reply to those comments very easily on wonder list and it keeps everything [TS]

  together with a with a project so I really like that as a as a method for [TS]

  assisting working together with someone I'm not sure it would be good for it [TS]

  team but I think for two people working together under list is is a pretty good [TS]

  tool does Steven have been using Trello recently as a way to like plan out some [TS]

  stuff together and that's at all that week were like I for some future [TS]

  projects and things like that so I tried to run out there is actually pretty good [TS]

  tool we we tried to enlist a few times and when we were launching it was very [TS]

  useful for us because those a lot like you need to do this I need to do this [TS]

  you need to do this but now we kind of both just manager and systems and [TS]

  communicate because he's a person I work with the closest business together but [TS]

  we we've tried using stuff like that but neither of us all in on that system [TS]

  personally so that's where it starts to fall down a bit because then I'm [TS]

  checking to to do which doesn't [TS]

  as we've been for before I use different systems two different things but most of [TS]

  my task to read a related tasks I wouldn't want to different lists there [TS]

  right now from the list is not the system that I feel most comfortable in [TS]

  using on a day-to-day basis but trailer is definitely one which is very good as [TS]

  a way to like outline picture longer-term projects and bigger projects [TS]

  as a good way to keep track of that kind of stuff yeah I played around with [TS]

  travel a little bit it is look like it's optimized for i think i think is really [TS]

  as well as well as I read but I never said out loud [TS]

  it's optimized for Kanban system work on ya gonna call it a Kanban system can [TS]

  bond Kunda bond I think that as a method of programming right which lends itself [TS]

  well to try low by Carmen board is called you talking about a job ya think [TS]

  ya I was planning on it but we'll put a link to say we will but I really mean [TS]

  you too can ban in the same way it is an interesting system that I have looked [TS]

  into and I have tried for myself and I have adopted some parts of but campaign [TS]

  is very good for high level and I think bigger teams of we have these big blocks [TS]

  a project that we are trying to move forward and so yeah if you want a bigger [TS]

  team that definitely seems like it might be a better tool to use it was one of [TS]

  the things I did also evaluate for thinking about what's a tool for me to [TS]

  use with my assistant and rejected it very quickly because of that was like Oh [TS]

  is not great if it's just two people a little bit too much or just it's just [TS]

  not optimized for that but yeah if you're in a bigger team I think that's [TS]

  something to look at [TS]

  to write kind of 20 in this sections and now his big messy family all over the [TS]

  place section that's why it needs above right to test hi all together [TS]

  look at this mess it looks so much nicer with a bow on top [TS]

  how have you had a presence [TS]

  yes maybe three years and some form so this is something you'd recommend people [TS]

  in basically yeah it's something I use way less in the beginning and something [TS]

  that I constantly think about how can I use more of a guy I underutilized this [TS]

  resource for some of the things that we are some of the reasons that we [TS]

  mentioned earlier in this in this conversation that it is difficult to let [TS]

  go of some areas of your business so we live today I wanted to just very briefly [TS]

  mention your six degrees of Mike idea oh yeah I'm have you seen any notable [TS]

  progress you wish the one that I have seen which is the closest to the one [TS]

  that you have in the show notes which is six degrees of Mike dotnet with Ohio [TS]

  ashes [TS]

  26 hyphen degrees hyphen I could have got it all in one right I can't imagine [TS]

  that was taken up now shows six degrees of Mike dot com is already purchased [TS]

  course so this this actually is definitely the system which is closest [TS]

  to what I envisioned you can kind of put me or any other podcaster in and then [TS]

  select another person and see what their connection is and this is built by Alex [TS]

  and its closest what I would like it to be but I personally if I was to ask [TS]

  something which I don't really have any right to do would like to see more [TS]

  people in this list way more people in this list and some of the connection to [TS]

  be tied up because there are I do actually have some connections to people [TS]

  there says I have no connections to make his other works you you you obviously [TS]

  you obviously can't request this person change anything in particular but we [TS]

  like the six degrees of Mike idea the idea of having a gigantic network of all [TS]

  podcasts and how they are connected to each other just because it's fun it's a [TS]

  it's a fun thing and I would also like to see the big web [TS]

  how all podcasts are connected and be able to do the calculations and and see [TS]

  what see what the hops are from one person to another [TS]

  so while it is a monstrous task to attempt to do this you know that if you [TS]

  are a person who makes progress on this you are very likely to be mentioned on [TS]

  the show in very very going like it within the next couple of weeks you know [TS]

  six the number [TS]

  degrees of Mike COE appears and it has a massively improve database [TS]

  you know we might mention it very likely that that's how is work there's an [TS]

  incentive out there in the world to create this thing that we would like to [TS]

  see but so far we're going to plug 6 dash degrees dash of dash my dot net as [TS]

  the current leader in podcasting host connector technology [TS]