Cortex

Cortex 49: Waiting for the End

 

  so our long international nightmare is [TS]

  over and you have published a new [TS]

  YouTube video oh that's what are you [TS]

  talking about what international [TS]

  nightmare well you know it's not a [TS]

  national nightmare the everybody suffers [TS]

  oh right right the whole globe yeah [TS]

  everyone has been waiting I actually [TS]

  looked I took a look at the dates today [TS]

  mm-hmm the previous video was posted on [TS]

  the eleventh of November 2016 mmm and [TS]

  then you followed it up from 29 for [TS]

  March 2017 so you got it in just under [TS]

  the five month mark they're very close [TS]

  to that so congratulations you're back [TS]

  you've returned from your hiatus well I [TS]

  published a video we can say that yeah [TS]

  this has been a very long time though [TS]

  you know I mean we touched on that in [TS]

  previous episodes so I'm pleased to see [TS]

  that you got over the hump ah yes as [TS]

  always I think no one is more pleased [TS]

  than I am yeah I mean it's very [TS]

  important that you're able to continue [TS]

  to do this you know that that is it that [TS]

  is important to you mostly it's also [TS]

  important to the people around you I [TS]

  guess then that you're able to continue [TS]

  doing the thing that you should be doing [TS]

  I very much enjoyed spending some time [TS]

  in the reddit thread for that video who [TS]

  there was lots of great jokes in there [TS]

  from cortex and hello internet listeners [TS]

  you know about how you're a professional [TS]

  podcaster who makes YouTube videos now [TS]

  it's my favorite thing yeah I'm sure [TS]

  that is your favorite thing Mike think I [TS]

  can see why you would like that like to [TS]

  change the frame of this mm-hmm but as [TS]

  always with this stuff I always like to [TS]

  promote the reddit thread because I feel [TS]

  like four things that I see on the [TS]

  Internet I'm always aware like oh the [TS]

  conversation about the thing can often [TS]

  be more enjoyable than the thing itself [TS]

  and so that's why I always like to [TS]

  really promote that reddit thread [TS]

  because I know that experience that it's [TS]

  like watching a thing and then joking [TS]

  about it with a thousand anonymous [TS]

  strangers is a way better experience [TS]

  than just just watching the thing [TS]

  directly so yes there were there were [TS]

  lots of in jokes this time around for [TS]

  this video which is inevitable my [TS]

  absolute favorite is [TS]

  what was the top comment when i went to [TS]

  take a look which is how somebody [TS]

  noticed that the ad at the end of the [TS]

  video you introduce it by saying this [TS]

  episode has been brought to you by it's [TS]

  like you it just shows like where your [TS]

  brain has been for the last four months [TS]

  which is just making podcasts or not I [TS]

  disagree with that the CSO dove gray [TS]

  explains that's what it is that's what [TS]

  you've never done that before like [TS]

  either I think that you're just trying [TS]

  to get out of this one my friend is [TS]

  prior art on that guy's it's an episode [TS]

  of gray explains I don't buy it I think [TS]

  that you one hundred percent which is [TS]

  used to doing podcast ads and you just [TS]

  put a podcast and at the end of the [TS]

  video you just we're in a completely [TS]

  wrong mindset for I think it's hilarious [TS]

  disagree disagree this episode of the [TS]

  YouTube podcast i mate yeah exactly it [TS]

  makes perfect sense how long you been [TS]

  working on this video for like how long [TS]

  did it actually take to put this one [TS]

  together and that is an interesting [TS]

  question let me look at my calendar here [TS]

  the first draft of this video was done [TS]

  in the beginning of februari okay and i [TS]

  know that because this is when i was in [TS]

  Amsterdam the product of us gradation [TS]

  this video it is totally a product of a [TS]

  gradation this video uh regular [TS]

  listeners now I do like to go away to [TS]

  try to do like focused on solid work and [TS]

  I was having trouble writing and I took [TS]

  a great kitchen to go to Amsterdam and I [TS]

  was working on something else that I [TS]

  thought was going to be the next video [TS]

  but I was having a really hard time with [TS]

  it and it wasn't going anywhere and at [TS]

  some point in that trip I just wrote a [TS]

  very rough draft of the thing that would [TS]

  become this video and then over the next [TS]

  few weeks realized oh I think this is [TS]

  the thing that I should work on and I [TS]

  stopped working on the other project and [TS]

  instead shifted focus to to this one so [TS]

  that's the starting point of this you [TS]

  haven't seen it this video is about the [TS]

  social security number in the US and [TS]

  what that means and where it came from [TS]

  and I guess may I took from it's like [TS]

  why is fatally flawed as a means of [TS]

  identification we have something in the [TS]

  UK called the net [TS]

  tional insurance number yeah yeah which [TS]

  is very similar but it's not used and in [TS]

  ours actually says it's got printed on [TS]

  it that it is not a form of [TS]

  identification so the UK kind of stuck [TS]

  to that as a thing as opposed to I read [TS]

  some of the animation and this is just [TS]

  so good like a lot of the jokes in this [TS]

  one really really good so it's either [TS]

  you or your enemy as someone was having [TS]

  a good day like there was a lot of [TS]

  really funny stuff in this one but I [TS]

  enjoyed a lot I think my favorite part [TS]

  is the caveman talking to the diner [TS]

  circles the dinosaurs called Bruno that [TS]

  just really got me man hey why is the [TS]

  data so cool Bruno it doesn't matter but [TS]

  I love it now you have to ask the [TS]

  animator that was it that was his joke [TS]

  oh really I'm pleased that I pleased [TS]

  that kind of stuff happening though ya [TS]

  know is that this is the collaboration [TS]

  there was a lot of really good humor in [TS]

  this one yeah it's working well I'm I'm [TS]

  glad you liked it I'm I'm sort of [TS]

  frankly baffled as to why anyone outside [TS]

  of the United States would have any [TS]

  interest in this video at all because [TS]

  it's such a oh well you see let me tell [TS]

  you because sometimes okay look I love [TS]

  the United States of America right I [TS]

  love all the people within out a lot the [TS]

  culture i love the place i'll have [TS]

  everything but when you live outside of [TS]

  the US any time that you can see that [TS]

  the US has done something that's kind of [TS]

  silly mm-hmm and stupid mm-hmm there is [TS]

  an enjoyment in that to be had by people [TS]

  outside of the US uh okay hmm it was [TS]

  like ah look at you now that kind of and [TS]

  I you know I particularly liked the [TS]

  Eagle sound when the passport was you [TS]

  know you kid there was like his bald [TS]

  eagle noise yeah about reach in the [TS]

  background I spent a lot of time going [TS]

  through sound effects vehicles trying to [TS]

  find just the right one for that I was [TS]

  like that was a very last minute [TS]

  addition that I think there was actually [TS]

  the morning of I decided to put that in [TS]

  it was it was very last minute was that [TS]

  Eagle sign those kinds of things really [TS]

  appeal to non-americans I think yeah [TS]

  well okay I guess I guess that makes [TS]

  some some sense then I figured this [TS]

  would be a video with much more narrow [TS]

  appeal but i'm looking through the [TS]

  demographics from the live feed stuff in [TS]

  like why is anybody not in America [TS]

  watching this video I don't understand [TS]

  well I mean talking about appeal was [TS]

  to do this it looks like it's doing very [TS]

  well as we record it's like Oh liking it [TS]

  like kind closed closing in on 1.5 [TS]

  million views or something it looks like [TS]

  it would do beef and by the time we're [TS]

  done recording yeah I'm pretty I'm [TS]

  pretty surprised this is that pent-up [TS]

  demand man you know people just waiting [TS]

  for that gray video hitting the bell [TS]

  waiting for you to come you know hitting [TS]

  the bell the little subscribe Belgian [TS]

  know about this oh oh right yeah I'm [TS]

  sorry yeah Bell me I think is the phrase [TS]

  that is used on YouTube a lot now Bell [TS]

  me bro but L me bro this is a this is [TS]

  like a second level of notification for [TS]

  YouTube like you have to explicitly [TS]

  asked it to tell you about every videos [TS]

  and creators this is part of the [TS]

  evolution of what does a subscriber mean [TS]

  nothing right yeah it's like yes they [TS]

  transition subscribers into meaning [TS]

  nothing and so then needed to add an [TS]

  additional layer on top which would take [TS]

  over the role of what subscribing used [TS]

  to me yeah which I actually don't think [TS]

  is the craziest of systems it it just [TS]

  the word subscriber now means like that [TS]

  that word doesn't match anymore and it [TS]

  should really just be like on facebook [TS]

  it should just be at you like this [TS]

  channel right that's that would be more [TS]

  appropriate terminology for what's [TS]

  actually occurring that's a really good [TS]

  way of putting it because that is like [TS]

  how Facebook works I mean but then you [TS]

  have the problem that I'm sure you two [TS]

  but love whether like whole people a [TS]

  transom right yeah yeah yeah only so [TS]

  many people saw this if you just give us [TS]

  a little bit of money everyone that [TS]

  wanted to see it can see ya yeah that [TS]

  right there is the reason why I really [TS]

  don't use Facebook is I just I deeply [TS]

  resent that their business practice is [TS]

  based around holding your audience at [TS]

  ransom for you alright that's that's [TS]

  fundamentally what it is and it's why I [TS]

  don't invest a lot of time in that [TS]

  platform because it feels like I'm [TS]

  investing I'm investing in my own jailer [TS]

  right and it's like your own jailer will [TS]

  make make you a bigger jail cells like [TS]

  yes but I like I have a more [TS]

  foundational problem with his [TS]

  relationship right and don't I don't [TS]

  really want to put more time into this [TS]

  because it's like we've YouTube you just [TS]

  I think the assumptions just all the [TS]

  systems useless which is why everybody [TS]

  doesn't see everything but with facebook [TS]

  it's like [TS]

  are they purposefully doing this like [TS]

  they purposefully hold the content back [TS]

  from all of the people that liked a page [TS]

  so that the page creator will pay to [TS]

  kind of effectively advertise their own [TS]

  content out to their subscribers like [TS]

  it's like this I get that it's just like [TS]

  a to such a displeasure for it I don't [TS]

  want to be involved in it yeah like I [TS]

  don't mean that as an overblown metaphor [TS]

  it really does feel like investing in my [TS]

  own jailer the Facebook thing it just it [TS]

  just feels like I am helping someone [TS]

  with whom i have an antagonistic [TS]

  relationship yeah and even if that makes [TS]

  me better off I'd rather not be involved [TS]

  in this right that that's the problem [TS]

  there yeah I come just as we both do [TS]

  better i am only but giving you more and [TS]

  more power over me as less like no [TS]

  thanks tell me everybody if you're a [TS]

  subscriber to the youtube channel so you [TS]

  can be notified you know don't worry I'm [TS]

  not gonna flood you with notifications [TS]

  no i mean like but one every six months [TS]

  i think you can bank on turns out i did [TS]

  bail you I didn't know that I'd bailed [TS]

  you by I had bailed you oh did you get [TS]

  the notification on your phone yeah but [TS]

  I mean I was just on the your page now [TS]

  and I clicked the bell button and it was [TS]

  already it was already bailed so I've [TS]

  already been bailed by me so thank you [TS]

  Mike I appreciate it anytime anytime [TS]

  maybe I could belly a second channel to [TS]

  high-quality content over there see you [TS]

  back in style though right like over a [TS]

  million views in in like 12 hours yeah [TS]

  yeah again i'm i'm sitting here deeply [TS]

  surprised because I really did expect [TS]

  that this was going to be a kind of [TS]

  narrow interest video but maybe people [TS]

  don't know until they start it though [TS]

  right yeah it's very possible it could [TS]

  just be people are freaking out and like [TS]

  oh my god there's a new video and just [TS]

  clicking on starved for this content it [TS]

  could be anything yeah just like cgpgrey [TS]

  upload why I hate your mum alright well [TS]

  I mean yes I gotta see something it [TS]

  seems like a dramatic shift in content [TS]

  but okay I mean I sure there's some sort [TS]

  of it yeah I'll have to see in a couple [TS]

  of days [TS]

  I get the audience retention graph I'll [TS]

  be curious to see if that is wildly [TS]

  different from other videos because it [TS]

  actually I wouldn't be super surprised [TS]

  if it is although the only thing I can [TS]

  say there is how to put this I've had a [TS]

  number of conversations that have [TS]

  convinced me of the great importance of [TS]

  the algorithm in terms of how many [TS]

  subscribers see your thing like I think [TS]

  you always know but I feel very [TS]

  convinced about this uh and that i'm [TS]

  gonna i'm going to be pretty confident [TS]

  that the drop-off rate isn't really [TS]

  dramatic because i think if it was it [TS]

  wouldn't be getting pushed out to my [TS]

  subscribers i think it would it would be [TS]

  buried very quickly by the YouTube [TS]

  algorithm if you're right clicking you [TS]

  wouldn't go 1.2 million views if it was [TS]

  about to drop off a cliff in two days [TS]

  yeah right it's what you're saying that [TS]

  yeah that that's what I'm thinking it [TS]

  never would have gotten to this point [TS]

  because of because of those some of [TS]

  those conversations that I've had I was [TS]

  actually thinking before I uploaded this [TS]

  that this might this might be the video [TS]

  that I upload and it just does terribly [TS]

  like because the algorithm doesn't [TS]

  recommend it so I was kind of prepared [TS]

  to be sitting at like a hundred or two [TS]

  hundred thousand views a month from now [TS]

  right for a thick like if the algorithm [TS]

  just says like oh people are hitting it [TS]

  and abandoning it immediately because [TS]

  too narrow focused so i will i will say [TS]

  i am quite relieved that that is that [TS]

  seems to not be the case i still wonder [TS]

  if like you could be in a place where [TS]

  you're tricking the algorithm nuh [TS]

  because you have so many other funnels [TS]

  that you push people to that the [TS]

  algorithm thinks that it's a video [TS]

  people were looking for so it pumps it [TS]

  up anyway yeah it might be the case if [TS]

  your youtube don't listen to this yeah [TS]

  don't listen you to you don't you don't [TS]

  need to adjust anything the system's [TS]

  working just fine skip ahead just a [TS]

  little bit skip ahead will complain [TS]

  about some stuff later you can listen to [TS]

  that but you know this part don't listen [TS]

  to that just assume with like your [TS]

  mailing list and like Twitter and the [TS]

  reddit and then you know because you [TS]

  your videos always end up climbing [TS]

  reddit a bit I think because you have [TS]

  such an active subreddit they seem to [TS]

  bubble up to the front page quite a lot [TS]

  right [TS]

  yeah they do they tend to do well on [TS]

  reddit uh and that I'm sure pushes a lot [TS]

  of people into the video which I'm I [TS]

  assume in flight sit in the alga the [TS]

  room anyway yeah I just I don't know um [TS]

  I feel like I used to be much more on [TS]

  that side but again i'll just say like [TS]

  if I think some I have been given the [TS]

  impression that this has something has [TS]

  changed in YouTube that the the external [TS]

  factors are mattering less than they may [TS]

  have in the past and it's much more a [TS]

  game of seeing what the retention is [TS]

  very quickly that there's like a system [TS]

  that tries to predict in advance if this [TS]

  video is going to be a good video very [TS]

  quickly based on the initial responses [TS]

  with the retention though I do wonder if [TS]

  that like again with the nature of the [TS]

  way that you make videos which is [TS]

  different to most people that because [TS]

  you make so few if people enjoy your [TS]

  content don't just watch it because if [TS]

  something likes lesson let's imagine you [TS]

  have 250,000 people right LAN are really [TS]

  big fans and we'll just watch the videos [TS]

  because you made them mm-hmm and because [TS]

  there's so few of them that like they [TS]

  may as well watch it all because that's [TS]

  what they're gonna get for a couple of [TS]

  months right like you assume that there [TS]

  is a portion of the ordinance that know [TS]

  this about you mmm that maybe again [TS]

  that's also tricking the algorithm [TS]

  because that you're at your initial [TS]

  retention figures are good because those [TS]

  people were just watching it anyway [TS]

  because I've always thinking to be [TS]

  waiting for four months it may as well [TS]

  ms will finish these next four minutes [TS]

  you know because of all eyes are they [TS]

  gonna do yeah I guess what you're saying [TS]

  here is I've trained my audience not to [TS]

  be picky I think there's got to be a [TS]

  percentage of people that are that way [TS]

  right then we'll just watch it because [TS]

  it's always going to be an element of [TS]

  entertainment whether they care about [TS]

  the thing that it's about or not like I [TS]

  feel like I am in that place with your [TS]

  videos I find them entertaining that [TS]

  I'll watch them I don't care what [TS]

  they're about it's like no I see this [TS]

  one to be like ah social security I mean [TS]

  I don't really care about that oh I'll [TS]

  wait for the next one [TS]

  you know my beard will go a little bit [TS]

  grayer and and then I'll get the next [TS]

  one do you know what I mean like I just [TS]

  see it it's like well this I see it as [TS]

  entertainment I'm not like waiting for C [TS]

  to be great to teach me something I need [TS]

  yeah yeah I view the videos very much in [TS]

  that category as well it's interesting [TS]

  you say that though because that does [TS]

  relate to perhaps my the favorite kind [TS]

  of comment that I get is when when I do [TS]

  see people leave a comment saying that [TS]

  they watched a video about a topic on [TS]

  which they thought that they had [TS]

  absolutely no interest at all and and [TS]

  still found it interesting I think I [TS]

  feel that way about most videos like a [TS]

  lot of the stuff that you make is just [TS]

  not a thing that I am interested in [TS]

  right because I think a lot of our base [TS]

  interests are very different like I've [TS]

  watched your star trek video and I found [TS]

  it very interesting and I I've seen like [TS]

  one star trek movie and maybe two [TS]

  episodes of the TV show I'm not [TS]

  interested in Star Trek you know the [TS]

  lord of rings videos I don't care about [TS]

  little rings but watch the videos yeah [TS]

  maybe maybe you have a point there and [TS]

  then maybe that is that is related to [TS]

  the kind of comment that I find most [TS]

  satisfying in terms of feedback and [TS]

  people like yeah this thing sounded [TS]

  really boring but it turns out that like [TS]

  you've you've made it interesting to to [TS]

  hear about a Social Security number yet [TS]

  ID number in a country in which I don't [TS]

  reside well I means that that is what [TS]

  you do though right like it's why it [TS]

  takes so long to make the videos because [TS]

  you have to make them interesting you [TS]

  could make way more if you were just [TS]

  like not worrying about the [TS]

  entertainment aspect of it you know but [TS]

  I think you do a really good job your [TS]

  talent is in that you're able to make [TS]

  these things interesting whether [TS]

  someone's interested in or not but [TS]

  that's why they also take two months to [TS]

  make each one of them so here's that's [TS]

  my specialty boring topics making boring [TS]

  topics fun this is the next tagline I'm [TS]

  just trying to rebrand you okay like I'm [TS]

  getting really good at the the new [TS]

  taglines for your channel she's like [TS]

  really boring stuff that's kind of fun [TS]

  it's kind of fun gutsy to be right back [TS]

  seat to be cracked perfect this video [TS]

  has been brought to you by hover when [TS]

  you have a great idea for your side [TS]

  project you need to give it a great [TS]

  domain name and finding that perfect [TS]

  domain name is ridiculously easy way [TS]

  hover hover has over 400 domain [TS]

  extensions to end your domain with all [TS]

  the classics that you're used to the [TS]

  dot-coms the dot Nets plus all the fun [TS]

  crazy jokey domains once you pick what [TS]

  you need you can use it to get an on [TS]

  brand or professional email address so [TS]

  that you're not contacting people with [TS]

  your at hotmail email address that [TS]

  doesn't look very good does it know you [TS]

  have a domain name you want to be able [TS]

  to send email from that domain hover [TS]

  lets you do this and it will work with [TS]

  whatever email program you're already [TS]

  using and if you need any help at all [TS]

  hovers awesome support team is there to [TS]

  give you a hand give them a call an [TS]

  actual person will pick up the phone and [TS]

  answer whatever questions you have no [TS]

  annoying phone trees or being [TS]

  transferred from one department to [TS]

  another so whatever the idea is that you [TS]

  have in your head for your side projects [TS]

  go to hover com / cortex to grab the [TS]

  perfect domain name for it and when you [TS]

  go to hover com / cortex you'll find out [TS]

  more and get ten percent off your first [TS]

  purchase once again that's hover com / [TS]

  cortex to get ten percent off your first [TS]

  purchase thank you so much to hover for [TS]

  their support of this show and relay FM [TS]

  we were talking last time about my [TS]

  feeling of whether mice which video was [TS]

  good enough right mm-hmm like we're [TS]

  sitting on it honing it hone in it I've [TS]

  got to put it out there and you said [TS]

  that you sometimes feel like that I [TS]

  imagine this from them that surely was [TS]

  some extra pressure on you oh my god [TS]

  Michael when when you were talking about [TS]

  that I just I was like not really decide [TS]

  because because I thought I just kept [TS]

  thinking like we're gonna have this [TS]

  conversation again you know whenever [TS]

  this this video goes up yes I think that [TS]

  there's a few things going on here but [TS]

  this this is a video that it's [TS]

  it's fine like we were talking about [TS]

  last time in the parade of failures [TS]

  episode how you can see like flaws and [TS]

  your own stuff yeah and this is a video [TS]

  in which I can just see a thousand [TS]

  things that I would that I would want to [TS]

  change I kids it's it's a funny thing [TS]

  but like even the fact that the video is [TS]

  I think the the running time is [TS]

  something like seven minutes of me [TS]

  talking about stuff and that's an [TS]

  indication to me of like his videos too [TS]

  long right if I had another few weeks to [TS]

  work on it I could get this down to five [TS]

  minutes like this this to me feels like [TS]

  it should be a five minute video that is [TS]

  quite a long video Yeah right like if a [TS]

  video goes over five minutes it tends to [TS]

  be a bigger topic than this yeah and [TS]

  this this is exactly the thing it's like [TS]

  you know it is that old joke of like it [TS]

  takes it takes longer to write a shorter [TS]

  letter like this is exactly the thing it [TS]

  takes longer to make a shorter video and [TS]

  it's it's this one and it was also the [TS]

  death and dynasties video is the same [TS]

  thing of like they're both around seven [TS]

  minutes which to me feels like a it's [TS]

  good enough like you were talking with [TS]

  your switch video last time like it's [TS]

  good enough and it starts to get into [TS]

  the questions of how long do you want to [TS]

  spend on this before actually getting it [TS]

  uploaded and the death and dynasties one [TS]

  was an example of I wanted that one to [TS]

  go up relatively quickly after the rules [TS]

  for rulers because I felt like it was an [TS]

  important little follow-up and it had to [TS]

  be timed in a very particular way for [TS]

  the election no even no further comment [TS]

  on that interpret that however however [TS]

  you wish that I chose to upload that the [TS]

  day before rather than the day after the [TS]

  election but anyway moving right along [TS]

  and then this one is it was a similar [TS]

  thing of just simply the sheer amount of [TS]

  time it has been since I uploaded [TS]

  something before right and combine that [TS]

  with what i'm thinking is going to be a [TS]

  relatively narrow interest topic it's [TS]

  like you have spent many weeks on this [TS]

  already is it really worth it to maybe [TS]

  spend two or three more weeks trying to [TS]

  shave down two minutes off of this video [TS]

  but not you know you would you knew you [TS]

  were not making a magnum opus exactly [TS]

  yeah but this wasn't like a human's did [TS]

  not apply right like this this video [TS]

  wasn't you know intended to be a big [TS]

  deal right so that's why when you were [TS]

  having that a conversation about your [TS]

  switch video like this is all that was [TS]

  running through my head was like I am in [TS]

  the middle of this exact calculation [TS]

  right now of what point do you stop [TS]

  working on a thing and publish it and [TS]

  there's an additional difficulty here [TS]

  which is to talk talking behind the [TS]

  scenes of how this video got produced is [TS]

  that it's actually the script that ended [TS]

  up being the thing that I'm talking [TS]

  about was actually only made in the [TS]

  second half of the writing phase so the [TS]

  thing that I started in Amsterdam was a [TS]

  video that was very narrowly focused on [TS]

  just the number and a lot to do with the [TS]

  digits and like the patterns of the [TS]

  digits and and what do all of these [TS]

  things mean but three weeks into working [TS]

  on that I realize like this this does [TS]

  not work as a video but I've kept [TS]

  pulling in all of these other things [TS]

  that were related to it and so this is [TS]

  also a case of where I feel like I ended [TS]

  up with a kind of Frankenstein's monster [TS]

  video about is it about the card or is [TS]

  it about the number like I feel like [TS]

  that's a lot less smooth then it could [TS]

  have otherwise been because the original [TS]

  video had nothing to do with the card it [TS]

  was entirely the number but then I kept [TS]

  accreting all of these things that I [TS]

  thought were interesting around the card [TS]

  or around the system and ended up kept [TS]

  shrinking and shrinking and shrinking [TS]

  and cutting down to essentially nothing [TS]

  what I had spent the first several weeks [TS]

  on so it's it's it was an interesting [TS]

  process and I'm relieved that it's over [TS]

  look very relieved it's over so when you [TS]

  were doing these on your own I assume [TS]

  that it was easier to keep working and [TS]

  working and refining and refining and [TS]

  improving because all you were doing [TS]

  which is making more work for yourself [TS]

  is my assumption would be that when [TS]

  you're working with somebody else [TS]

  you may not continue to give them all [TS]

  the tiny tiny my new changes because you [TS]

  have to keep asking somebody to do it [TS]

  right do you see while going with that I [TS]

  know where you're going with this but [TS]

  the the thing that I have been doing so [TS]

  far with the animator and there's [TS]

  there's another video which i started in [TS]

  November which hopefully will be up in a [TS]

  month or two which has been going [TS]

  through the same process is basically [TS]

  the animations don't happen until the [TS]

  last possible second so any real [TS]

  animation does not occur until I have [TS]

  recorded the audio that makes a little [TS]

  sense all right but there's a lot that [TS]

  can be done ahead of time illustration [TS]

  Robin an animation right I assume yeah [TS]

  so there's a lot of storyboarding that [TS]

  can be done and in particular there's a [TS]

  lot of asset creation that can be done [TS]

  so what I'm trying to do is is let the [TS]

  animator know like we're going to need [TS]

  teachers we're going to need [TS]

  firefighters we're going to need an [TS]

  Amish guy all right we're gonna need [TS]

  these things we're going to need these [TS]

  things and if we only end up using half [TS]

  of the assets that are created that's [TS]

  not there's not a terrible loss and it [TS]

  means that if we have more than is [TS]

  necessary like it helps in the animation [TS]

  phase later so I'd have to look at the [TS]

  actual calendar but I think this was [TS]

  maybe ten calendar days of real like I [TS]

  have recorded the audio go like we're [TS]

  going to animate it now um it's of some [TS]

  somewhere around there but nonetheless [TS]

  the animators been working on assets [TS]

  since almost the very beginning when I [TS]

  started writing a thing I like I'm [TS]

  pretty sure we're gonna do with social [TS]

  security video just start drawing social [TS]

  security cards and we'll figure it out [TS]

  later did you feel like an extra [TS]

  pressure I don't know what the audience [TS]

  or to the business like who's has been [TS]

  such a big break was there like [TS]

  additional pressure than just the usual [TS]

  pressures I was trying to tell myself [TS]

  that there wasn't but obviously I think [TS]

  there is [TS]

  I think there really is a feeling of [TS]

  like I can see it in the feedback that [TS]

  if I go dark for a while people start [TS]

  assuming that I'm working on something [TS]

  really big that makes sense it does make [TS]

  sense from an audience member [TS]

  perspective and occasionally that has [TS]

  happened there's been a bigger video [TS]

  after a bigger break and so I do know [TS]

  that they're there is some kind of [TS]

  audience inbuilt expectation for that [TS]

  and yet it does make it harder but I did [TS]

  very much try to ignore that and I was [TS]

  expecting that this video would go very [TS]

  much counter to the pattern like I was [TS]

  not expecting this video to do super [TS]

  well and so I'm like I'm prepared to go [TS]

  against that pattern to not feel like I [TS]

  have to have a big long amazing video [TS]

  that appeals to the entire audience like [TS]

  I'm willing to do something that that [TS]

  I'm risking being much smaller and doing [TS]

  much less well than on average so I'm [TS]

  people to risk going against the normal [TS]

  pattern but yeah without a doubt I think [TS]

  when it gets to be a longer time between [TS]

  videos there there is more expectation [TS]

  and pressure that the next video is [TS]

  going to be larger but it's like I can't [TS]

  change the fact that that's not always [TS]

  going to work so I try to ignore that [TS]

  but in my hearts of hearts like I wish I [TS]

  had some three hour long video that I [TS]

  had released right of life look at this [TS]

  thing it's amazing right that but that's [TS]

  that's just not the way it's going to [TS]

  work out all the time why make that risk [TS]

  like why you know you say like you're [TS]

  okay with making the risk of choosing to [TS]

  do a video that might not have the [TS]

  broadest appeal but like why would you [TS]

  make that risk why not I mean you know [TS]

  as easy as it would be why not do [TS]

  something I'll make a choice to do [TS]

  something that has already repeal like [TS]

  why would you settle on that and be like [TS]

  okay I'm fine didn't make this risk I [TS]

  think there's a part of me which is very [TS]

  happy to go against expectations as well [TS]

  like this then there's a there's a part [TS]

  of me which is which sees a real upside [TS]

  in actually potentially releasing a [TS]

  thing [TS]

  that doesn't match expectations after a [TS]

  real big break because then it's like [TS]

  precedent-setting right like hey cgpgrey [TS]

  might disappear for a couple months and [TS]

  you're gonna get a video on a detail of [TS]

  a bureaucratic system that you're not [TS]

  involved in like that like don't don't [TS]

  it feels like it's helping out future me [TS]

  by not setting expectations yeah this is [TS]

  this is a big thing for you this is what [TS]

  this is the thing you do this I know [TS]

  this of you like this this idea of like [TS]

  trying to set the expectation that there [TS]

  is no expectations that are set mm-hmm [TS]

  like that is the X the expectation you [TS]

  want to say is that there isn't any [TS]

  exactly perfect that is that is nailed [TS]

  it that's like it's like the only rule [TS]

  is there's no rules yeah exactly exactly [TS]

  I mean I think again we touch on this [TS]

  last time but it's the same thing with [TS]

  like expectations about what the topics [TS]

  my video is cover and I always feel like [TS]

  my videos cover things that interest me [TS]

  like I'm making videos that interest me [TS]

  that's all it is if you're seeing a [TS]

  pattern that's in your mind that's on [TS]

  you right that's not on me so yeah I [TS]

  think I think you're right there Mike [TS]

  that there is definitely a I don't mind [TS]

  trying to nail home that there's no [TS]

  expectation with regards to schedule or [TS]

  topic or or video quality or or whatever [TS]

  right just like they're just gonna be [TS]

  things sometimes and sometimes there's [TS]

  not so another new tagline for the [TS]

  channel we don't need more tag lines [TS]

  it's like a paragraph of text on the [TS]

  banner of the image yeah starts out with [TS]

  okay listen I need set some ground rules [TS]

  here you should know what you're getting [TS]

  into finishes just bail me bro today's [TS]

  episode of cortex is brought to you by [TS]

  Casper the company focused on sleep that [TS]

  has gone ahead and created the perfect [TS]

  mattress it will sell it directly to you [TS]

  and eliminate those Commission driven [TS]

  inflated prices Casper's in-house team [TS]

  of engineers spent thousands of hours [TS]

  developing their mattress he has a sleek [TS]

  design as delivered and it's impossibly [TS]

  small box so you can very easily get it [TS]

  up the stairs caspar now offers an [TS]

  adaptive pillow and soft breathable [TS]

  sheets as well their mattress have made [TS]

  a supportive memory for [TS]

  it has just the right thing and just the [TS]

  right bounds and is breathable design [TS]

  helps to regulate your temperature for [TS]

  out the night it is obsessively [TS]

  engineered at a shockingly fair price [TS]

  because Casper have been able to go [TS]

  ahead and eliminate those showrooms [TS]

  they're able to pass those savings [TS]

  directly on to you all of Casper's [TS]

  mattresses are quality and they are [TS]

  designed and developed in America buying [TS]

  a Casper mattress online is completely [TS]

  risk-free yes it is risk-free because [TS]

  they offer a free delivery and free [TS]

  return to the US Canada and now the UK [TS]

  as well with a 100 night home trial if [TS]

  you don't love it they'll pick it up and [TS]

  refund you everything you should be able [TS]

  to sleep on that mattress know that it's [TS]

  right for you feel comfortable in it [TS]

  make sure that you have your best dreams [TS]

  in it before you go ahead and say yeah [TS]

  i'm going to sleep on this for the next [TS]

  third of my life so you get that 109 [TS]

  home trial so you can truly give it a go [TS]

  you can get fifty dollars towards any [TS]

  mattress purchase by visiting casper [TS]

  calm / cortex and using the code cortex [TS]

  terms and conditions apply thank you so [TS]

  much to casper for their continued [TS]

  support of this show is the thing i want [TS]

  to talk to you about yeah we have spoken [TS]

  at length about one of our favorite I RS [TS]

  applications which is called workflow [TS]

  and workflow hmm enables you to if you [TS]

  have an iOS device to create little [TS]

  actions they chained together our [TS]

  applications they talk to ap is it's a [TS]

  way for you to kind of automate some [TS]

  stuff on your deal is it listen to you [TS]

  listen to your boring explanation there [TS]

  Mike do you know what workflow allows [TS]

  you to do what does it do it allows you [TS]

  to use your iPad like a professional [TS]

  device yes it is the key tool that [TS]

  allows you to use your iPad like a [TS]

  professional would that's what workflow [TS]

  is and vital irreplaceable tool we're in [TS]

  a situation right now where even the [TS]

  best thing all the worst thing has [TS]

  happened and there is literally no way [TS]

  to know in which direction this is going [TS]

  to go because Apple has bought the [TS]

  company that makes it hmm [TS]

  so we are sitting right now a crossroads [TS]

  in which either apple takes this [TS]

  application then this team to build [TS]

  something like workflow native to the [TS]

  platform like its it has it hooks deep [TS]

  within the heart of iOS maybe Mac OS or [TS]

  they just really like this team and [TS]

  they're just going to go work on [TS]

  something else and workflow which is [TS]

  currently available and now free so you [TS]

  should try it if you've never played a [TS]

  bit before that we'll just kind of [TS]

  wither on the vine well I think we can [TS]

  take heart in the great history of [TS]

  software acquisitions in the modern [TS]

  world I think we can all agree that when [TS]

  a big company acquires a small company [TS]

  it has always been for the best for the [TS]

  best it's like you know they're usually [TS]

  sunset it and sunsets are nice you know [TS]

  yeah dude you can enjoy a sunset yeah [TS]

  yeah say what what would you say eighty [TS]

  percent of acquisitions the result is [TS]

  the product acquired lingers for a while [TS]

  with software updates in doubt and then [TS]

  eventually just dies and the team who [TS]

  creates it is absorbed within the larger [TS]

  monstrosity and then to those people [TS]

  wait until their contracts up and their [TS]

  shares vest and then they leave the big [TS]

  company and saw their own thing with the [TS]

  money that they made reckons to be how [TS]

  it goes yeah that seems like eighty [TS]

  percent of acquisitions yeah so I've [TS]

  been going through the grieving process [TS]

  about this honestly it's been a really [TS]

  weird week or two for me because i have [TS]

  like I've gone through sadness and anger [TS]

  and bargaining I've been going through [TS]

  all of this because I really like to [TS]

  work on iOS right it's a big thing for [TS]

  me and and you nailed it in saying that [TS]

  like if you want to work on iOS you kind [TS]

  of have to have this application because [TS]

  there's some stuff that you just can't [TS]

  do otherwise yeah there were there were [TS]

  two changes that made working on an iPad [TS]

  a a real laptop replacement for a lot of [TS]

  people and they were split-screen [TS]

  multitasking and the existence of the [TS]

  workflow app I think those two things [TS]

  together are the key that changed the [TS]

  way I OS and the way iPads work for a [TS]

  lot of people they've made it possible [TS]

  to replace a laptop or replace a [TS]

  computer for a large portion of your [TS]

  work and there isn't anything that [TS]

  replaces workflow though there isn't [TS]

  another application I mean if it went [TS]

  away the way that you would replace it [TS]

  is by doing things slower and or in a [TS]

  more conversant a right using two or [TS]

  three applications in strange ways to [TS]

  try and replace one mmm and it's a [TS]

  concern for me and this is just [TS]

  something that's been on my mind a lot [TS]

  recently about not being in control of [TS]

  things that you rely on I mean there's a [TS]

  huge one for you which is YouTube right [TS]

  you know we spoke about is so many times [TS]

  I mean and there's been all these [TS]

  stories recently of big companies [TS]

  pulling out of YouTube ad buys and stuff [TS]

  like that mmm and it's like well that's [TS]

  that's a huge thing right like you have [TS]

  absolutely no control over that part of [TS]

  your business and then it just comes [TS]

  down all the way to these little tools [TS]

  that enable us to format markdown in [TS]

  such a way that it can be easily emailed [TS]

  mmm these are things that we rely on [TS]

  that we can't control I mean we were [TS]

  talking about Trella you know Trello has [TS]

  been bought recently I mean Trello is an [TS]

  app that we both use a lot for specific [TS]

  things but that might go away and I'm [TS]

  kind of in this like am I am I going off [TS]

  the grid here is that what I'm doing [TS]

  like you I need to live off my own labs [TS]

  like where are we going with this yeah I [TS]

  mean this is like this is always the [TS]

  problem right that you rely on things [TS]

  and they become vital and then you [TS]

  realize that you are open to a certain [TS]

  kind of vulnerability right and and this [TS]

  is this is actually just we were talking [TS]

  about with facebook earlier right like [TS]

  you you [TS]

  a lot of success on Facebook but then [TS]

  suddenly you're actually quite [TS]

  vulnerable to Facebook and and the way [TS]

  things happen and it can be the same way [TS]

  with tools like and what tools do you [TS]

  invest your time and energy and effort [TS]

  into and then once you've done that you [TS]

  become at the mercy of the producers of [TS]

  those tools and I just think like the [TS]

  workflow acquisition is particularly [TS]

  concerning because it is this glue that [TS]

  works with a whole bunch of other tools [TS]

  like it is a it is a meta tool that [TS]

  makes all the other tools more useful [TS]

  and I think that that that is part of [TS]

  the reason why it is I i would say [TS]

  extremely concerning that it has been [TS]

  required well the other part is who they [TS]

  were bought by makes it even worse [TS]

  because they were bought by a company [TS]

  that won't let anybody talk about [TS]

  anything if ya won't work flow that [TS]

  probably would have been a post on the [TS]

  workflow blog at least trying to give us [TS]

  some false hope mm-hmm right yeah but we [TS]

  have apple it's like nothing yeah i mean [TS]

  like speaking of relying on tools like [TS]

  there is also a meta conversation around [TS]

  this that is about relying on apple and [TS]

  the things things that Apple produces [TS]

  just in general Oh has has like the most [TS]

  foundational level of the tools that you [TS]

  rely upon right is like workflows up [TS]

  here at the top right but at the bottom [TS]

  is like I need to buy a piece of [TS]

  aluminum and glass that I'm going to [TS]

  work on right and in some form or [TS]

  another from some company and being [TS]

  invested in apple ecosystem is that kind [TS]

  of thing let's put a pin in that because [TS]

  I have lots of thoughts about that too [TS]

  and I'm sure you do but I don't want to [TS]

  go down that rabbit hole ya know we [TS]

  could we go down that it's but it's so [TS]

  wide and inviting like this rabbit hole [TS]

  so let's just I mean we'll just mark it [TS]

  on the map and we could go back to that [TS]

  rabbit hole [TS]

  return to that later i have i've been [TS]

  thinking about this idea of reliance on [TS]

  things we can't control and i have a [TS]

  question for you right I've tried to [TS]

  boil this down into a question is it [TS]

  better to just use simple tools or to [TS]

  take advantage of complex ones which [TS]

  allow you to build more productive [TS]

  systems with the risk of potentially [TS]

  losing them so like if we stuck to just [TS]

  really basic tools it's more easily [TS]

  replaceable give everything that we do [TS]

  is just basic spreadsheets basic text [TS]

  you can put them anywhere but when you [TS]

  start using automation systems zapier [TS]

  and ifttt and workflow to create more [TS]

  robust and powerful systems you open [TS]

  yourself up to the danger of these [TS]

  things going away so is it better it's [TS]

  like is it better to have loved and lost [TS]

  I've never to have loved at all that's [TS]

  basically the question that I'm asking I [TS]

  don't know I feel like you're asking a [TS]

  question about how civilization works [TS]

  here without is like oh it's like look [TS]

  you know as as as we progress in [TS]

  civilization you keep using more and [TS]

  more complex tools upon which you rely [TS]

  fantastically more and you have no [TS]

  control over what is electricity went [TS]

  away from averaging is it like this is [TS]

  this is actually like the meta question [TS]

  here is like we're moving up the stack [TS]

  of technological development it's like [TS]

  did you know I do you rely on logistic [TS]

  chains right in the world to bring you [TS]

  food otherwise you starve to death but [TS]

  we can I think it is possible to boil it [TS]

  down to like this discussion we've been [TS]

  having for weeks about automation mmm we [TS]

  don't have to do that stuff we just want [TS]

  to because we enjoy it and it makes our [TS]

  working lives a little bit more pleasant [TS]

  but we were doing all of the things that [TS]

  we were doing before and if we just keep [TS]

  doing them it's easier to replace them [TS]

  because we used to just doing them that [TS]

  way but once you start building these [TS]

  complex systems you end up with more [TS]

  ways that they can break I think this is [TS]

  very context dependent right and it's [TS]

  like you know it's like that quote like [TS]

  the things should be a sin [TS]

  as possible but no simpler all right [TS]

  which is like a great helpful thank you [TS]

  I feel that way about the tools like I [TS]

  generally prefer simpler tools over [TS]

  complex tools like like4like for example [TS]

  in terms of just thinking like my [TS]

  writing environment this is a case where [TS]

  I have four I mean for all of my writing [TS]

  life now greatly preferred the option [TS]

  where I can have a bunch of text files [TS]

  in dropbox and they will sync with [TS]

  whatever program i'm using to do my text [TS]

  editing and that always to me feels like [TS]

  this is what i want i don't want to end [TS]

  up getting caught up and held hostage to [TS]

  the ecosystem of of one app for writing [TS]

  because the writing is so foundationally [TS]

  important that i need to be able to [TS]

  switch my tools if something happens and [TS]

  this is a thing that has paid off [TS]

  tremendously like the number of times i [TS]

  have switched dropbox enabled markdown [TS]

  editors is large often because like they [TS]

  just stopped being developed right or [TS]

  there's a there's a change in a feature [TS]

  that that bothers me and then i can [TS]

  switch to something else so that's a [TS]

  case where it's like yes for something [TS]

  that's super important i do prefer to [TS]

  try to keep it simple and also swappable [TS]

  and it's why for example like i played [TS]

  around with scrivener on iOS as a [TS]

  writing environment as i it's it's a [TS]

  good app like I can you know it seems [TS]

  like it's a great way to write I know a [TS]

  lot of people really like it but there's [TS]

  something about being really heavy [TS]

  weight and like locked into their system [TS]

  which I don't like being on the other [TS]

  side of that equation like oh now I am [TS]

  dependent on Scrivener I am not using [TS]

  them as a tool to get a thing done but [TS]

  that is not always a possibility like [TS]

  like for example there's no version of I [TS]

  have a bunch of text files and I'm just [TS]

  using a writing editing app for [TS]

  animation right or video production like [TS]

  what at some point you have to just say [TS]

  i'm going to pick the complex tool [TS]

  I'm gonna learn and invest a whole bunch [TS]

  of time in it and end up being kind of [TS]

  held hostage to that tool because [TS]

  there's simply no there's simply no [TS]

  other option at certain levels of [TS]

  complexity Final Cut is a good example [TS]

  of that right is the perfect example of [TS]

  it the previous version of Final Cut [TS]

  everybody learned professionals were [TS]

  using and an apple burned it down to the [TS]

  ground and rebuilt it and it was [TS]

  completely different and it was missing [TS]

  a lot of functions and it made people [TS]

  really upset mm-hmm which was [TS]

  coincidentally the exact time that I [TS]

  transitioned to fine cuts because I [TS]

  thought became useful to somebody did it [TS]

  didn't know how to use it already yeah I [TS]

  remember that very well i was using [TS]

  imovie before then and then they lie and [TS]

  heard all these things like all these [TS]

  people are complaining that Final Cut [TS]

  was totally redone and made simpler and [TS]

  they hate it like that sounds great this [TS]

  sounds like the perfect time to [TS]

  transition do a better tool but yeah [TS]

  it's like you know fast forward several [TS]

  years and it's like I'm I have mad Final [TS]

  Cut skills that I am reluctant to give [TS]

  up right to switch over to something [TS]

  like adobe premiere pro but but now it's [TS]

  like I'm also held hostage to the [TS]

  development pace and tools of final cut [TS]

  but like I said I think at a certain [TS]

  level of complexity it's just totally is [TS]

  totally unavoidable or or even if we [TS]

  move away from software like like with [TS]

  the YouTube thing there is a level of [TS]

  held hostage pneus that is simply [TS]

  unavoidable like if if you want to make [TS]

  videos that are seen by a bunch of [TS]

  people there is only one option I like [TS]

  you like you you're going to put those [TS]

  videos up on YouTube that is that is the [TS]

  the unambiguous only serious contender [TS]

  today for doing that kind of thing and [TS]

  so it's like well you're going to have [TS]

  to use that tool you simply have no [TS]

  other option I've been thinking about [TS]

  this with people to like you when you [TS]

  hire someone hmm thinking about this a [TS]

  lot recently you you start to build [TS]

  systems with them right hmm now if that [TS]

  person leaves you have to start over [TS]

  again that you're back to do [TS]

  the system goes away hmm and what do you [TS]

  think about that like when you're [TS]

  thinking about you're you're you're at [TS]

  your assistant or your animator like [TS]

  you've been working with these people [TS]

  especially your system for a long time [TS]

  hmm if they went away like you would [TS]

  have to take all that back again that [TS]

  would not be a fun time no I mean cuz [TS]

  then you have to find somebody else and [TS]

  then it's like you have to start over [TS]

  them and train them and then realize [TS]

  that your assistant was doing things and [TS]

  you don't know how to do them because [TS]

  they're better than you you know yeah it [TS]

  it definitely is the case you know I [TS]

  think there's this is also like a scale [TS]

  issue right that when when companies get [TS]

  very large I like like a company that [TS]

  you worked at it's more fundamental that [TS]

  the people are more replaceable but as [TS]

  you get down to smaller and smaller [TS]

  groups I think changing out any of the [TS]

  individual members but has more and more [TS]

  of an impact right that it's like yeah [TS]

  when there's four people working [TS]

  together the particulars of those [TS]

  individuals are absolutely vital but any [TS]

  company that has a thousand people [TS]

  working together the overall structure [TS]

  and process has to be the thing that [TS]

  matters because there's some amount of [TS]

  turnover that is simply unavoidable at [TS]

  every at every level it just has to be [TS]

  built in the individual skills just come [TS]

  out in the wash exactly so I I like I [TS]

  was kind of I was half joking when I [TS]

  said I think you're asking a question [TS]

  about civilization here but I'm really [TS]

  not because I think there isn't an [TS]

  answer to this question that is [TS]

  separable from what level of complexity [TS]

  are you working at and at certain levels [TS]

  of complexity there is just there was [TS]

  just a single solution of the of the way [TS]

  to do this like if you have three people [TS]

  working together there's no way to make [TS]

  those people not vitally important and [TS]

  quickly replaceable right and if you [TS]

  have a thousand people working together [TS]

  it's almost impossible to have one [TS]

  individual who is absolutely [TS]

  irreplaceable in that system like it's [TS]

  just I think it's just that like it [TS]

  falls [TS]

  the nature of the thing and that applies [TS]

  to people it applies to companies it [TS]

  applies to the tools and tasks in your [TS]

  life and it applies to civilization as a [TS]

  whole yeah but I don't I know you want [TS]

  to feel like you have a choice here Mike [TS]

  but I really don't think you do I guess [TS]

  is what I'm trying to get at right I [TS]

  just I'm uncomfortable with the fact [TS]

  that I can't be prepared for it fully [TS]

  you know that like any of these sorts of [TS]

  changes like an app that I use a lot or [TS]

  a web service that I really use or a [TS]

  person that any of those things going [TS]

  away or changing fundamentally I can't [TS]

  be prepared for it like it's always [TS]

  gonna be like we go back to the Stone [TS]

  Age and we have to start civilization up [TS]

  again you know and I'm uncomfortable [TS]

  about that feeling there was just like a [TS]

  bunch of things in my life right now my [TS]

  working life where this is starting to [TS]

  come to a head and it's in hiring [TS]

  someone then thinking about building [TS]

  systems and realizing how sweet a life [TS]

  it's going to be when the stuff I don't [TS]

  have to do any more but then thinking [TS]

  about what about the day if I have to [TS]

  take them back again right and they [TS]

  don't know I got rid of these tasks not [TS]

  boomerang tasks yeah and then also an [TS]

  application that is super important for [TS]

  me to continue using a device that I [TS]

  like at risk of going away or being [TS]

  changed so significantly let it becomes [TS]

  less useful again and then moving me [TS]

  back to a platform that I don't want to [TS]

  use as much mmm and I'm just there are [TS]

  just these different strands in my life [TS]

  or I like I have no control and I don't [TS]

  like that makes it a hard place [TS]

  everybody that's what's out comes out on [TS]

  with Mike you know but I really do think [TS]

  this is this is like a side effect of of [TS]

  where you are and where you are with [TS]

  your business that is the like I'm I'm [TS]

  here to which [TS]

  is the like you're big enough to be [TS]

  working with a bunch of people but [TS]

  you're not so big that you have [TS]

  processes that totally insulate you from [TS]

  the effect of those people leaving right [TS]

  and it's like well that's just a side [TS]

  effect of having a number of people that [TS]

  you're working with that isn't like a [TS]

  hundred or a thousand people that you're [TS]

  working with I think there's no way [TS]

  around that but really that the people [TS]

  thing is it's there it's like a thing [TS]

  that I'm thinking about but my biggest [TS]

  concern right now is work flow right [TS]

  that is my number one concern right now [TS]

  is that application and it's just like [TS]

  it's also just been bouncing on some [TS]

  things I've also been thinking about but [TS]

  I'm like as I am becoming more and more [TS]

  of a programmer and looking at these web [TS]

  automation tools mm-hmm like these are [TS]

  all closed systems owned by a company [TS]

  mm-hmm that could all just go away and [TS]

  you know like I'm starting to think [TS]

  every one of these services that I'm [TS]

  using now stuff like toggle and zappia [TS]

  I'm like please let me pay only starting [TS]

  to bring on these services now if I can [TS]

  pay for them yeah I honestly think that [TS]

  is it that is a really great criteria [TS]

  and I feel the exact same way it's [TS]

  actually a thing that I always had a [TS]

  little draft email to send to the [TS]

  workflow team that I never quite got [TS]

  around to sending but it was going to be [TS]

  an email saying please turn this app [TS]

  into a subscription service so I can pay [TS]

  you on a regular basis right like and [TS]

  the reason is is because if you can pay [TS]

  someone on a regular basis it means they [TS]

  have a business model right their [TS]

  business model is to receive [TS]

  subscription money there's incentive is [TS]

  to continue the business going yes there [TS]

  if their business model is we're free [TS]

  just common users and we'll build a [TS]

  large user base the only thing that they [TS]

  can do with that ultimately is sell the [TS]

  company exactly because it's very [TS]

  difficult to make enough money at a [TS]

  company that scale in just advertising [TS]

  unless you're like Facebook none of [TS]

  these services are gonna be like a [TS]

  facebook so the most likely thing is [TS]

  that they even sell their app for four [TS]

  dollars one time or they are free and [TS]

  that means [TS]

  they're probably just gonna get bought [TS]

  by somebody else because it's the exit [TS]

  yeah and and the four dollar app is is [TS]

  the thing that that just has a timeline [TS]

  on it it's like you can't you can't out [TS]

  run this fuse forever that was my [TS]

  concern with workflow is that they [TS]

  continued to develop the app so [TS]

  ferociously right there was so much [TS]

  development it's like how did my four [TS]

  dollars that i gave you two and a half [TS]

  years ago yep still pay for magic [TS]

  variables yep yep that was that was my [TS]

  thought as well that's why I had this [TS]

  little draft email in there like please [TS]

  let this be a subscription and I have [TS]

  definitely harassed other developers [TS]

  about this exact same thing where if [TS]

  it's a tool that I deeply rely upon as [TS]

  like please turn this into a [TS]

  subscription service I just I want to [TS]

  pay on a regular basis because then I [TS]

  can feel like our incentives are aligned [TS]

  like you provide continual value to me [TS]

  and I provide continual value to you and [TS]

  we're both happy like nobody has to be [TS]

  nervous here but I completely agree like [TS]

  services that are free I'm very cautious [TS]

  of investing highly in them because you [TS]

  just you just know like our incentives [TS]

  are not on the same page here or they [TS]

  may be related but we're not pointing in [TS]

  the exact same arrow I don't really have [TS]

  a sense for what's going to happen to [TS]

  workflow I mean the idea that Apple is [TS]

  going to absorb the team and create [TS]

  their own engine there are was low [TS]

  engine to better link applications [TS]

  together is great it falls in line with [TS]

  our campaign platform of automation in [TS]

  every app and whereas of course I forgot [TS]

  about that right so that would be [TS]

  amazing but it's the unknown that I [TS]

  don't like you know yeah cuz I don't [TS]

  know what to do do you do you have a [TS]

  plan I mean look ever since the [TS]

  acquisition has happened every time I [TS]

  open up workflow I feel like I'm just [TS]

  investing in the thing that's doll I [TS]

  know right like I wish I wanted to build [TS]

  any workflow yesterday I'm like is there [TS]

  any point this part of my grieving [TS]

  process right I can't like is there any [TS]

  point I [TS]

  walking in it in a deprecated language [TS]

  now yeah that's that's exactly what it [TS]

  what it feels like is there's a funny [TS]

  thing which I think some people have [TS]

  taken the the fact that Apple made the [TS]

  workflow app free as a positive sign I [TS]

  don't feel that way at all I feel like [TS]

  that's their only move to minimize [TS]

  disgruntled pneus because you can't [TS]

  complain if they take away something [TS]

  that's free later and it's the wait for [TS]

  them to leave it up on the store for [TS]

  people who still use it's a better sign [TS]

  than them removing it from sale which is [TS]

  also a big possibility I mean removing [TS]

  it from the store I honestly don't think [TS]

  that is a that would be a realistic [TS]

  option for Apple to have done I've done [TS]

  it before I know that they have done it [TS]

  before but I think they have they have [TS]

  not done it force like a comparable tool [TS]

  right like I really do think the [TS]

  workflow is at a different level for [TS]

  this and so I think if they had just [TS]

  removed it from the store I would view [TS]

  that as it I don't think that was a [TS]

  genuine option and so then the only [TS]

  thing to do is to make it free which [TS]

  feels like don't complain about it later [TS]

  if you started using workflow and never [TS]

  paid for it and we took it away right [TS]

  like that's I swear to God I would feel [TS]

  much better if they kept charging for it [TS]

  it's like leave it up but that would [TS]

  have been way better right cuz then [TS]

  nothing changed yeah right and then I [TS]

  could also feel like you are not [TS]

  planning on burning the good will of the [TS]

  people who bought your app anytime soon [TS]

  right like that's that's the way that [TS]

  would feel but free to me feels like a [TS]

  stay of execution until it disappears [TS]

  that's that's the way free feels like [TS]

  and yeah it does completely change my [TS]

  feeling when I open up the app of like [TS]

  man I have invested so many hours in [TS]

  this like I have built so many things [TS]

  that are so incredibly useful and I was [TS]

  in the middle of reworking a bunch of [TS]

  the workflows that I had made using [TS]

  magic variables which are amazing [TS]

  because that those team that team is a [TS]

  bunch of geniuses uh but it did feel [TS]

  like oh why bother right like it just [TS]

  just I'm just waiting for the end I'm [TS]

  just waiting for the end now like I want [TS]

  to be optimistic but I'm finding it very [TS]

  difficult to be optimistic about the [TS]

  future of this he was supposed to help [TS]

  me when he what do you mean like I was I [TS]

  wanted you to tell me it was all gonna [TS]

  be okay you know no I mean I am I am on [TS]

  the side that even the best case [TS]

  scenario is still not a scenario that i [TS]

  like but yeah yeah the best case [TS]

  scenario is work flow like stays as it [TS]

  is and it just becomes absorbed in part [TS]

  of the Apple development world but then [TS]

  that still means workflow which like you [TS]

  said was being developed at a ferocious [TS]

  pace now gets tied into some internal [TS]

  Apple release schedule that depends on a [TS]

  whole bunch of other things and then you [TS]

  know that now it's just like okay here [TS]

  is another thing that we are at the [TS]

  mercy of right it's like going back to [TS]

  what I'm saying before one of the [TS]

  reasons i really like workflow is it [TS]

  feels like oh look here are all of the [TS]

  advances in iOS that haven't happened in [TS]

  the past two years like there's there's [TS]

  one tool that i can point to which is [TS]

  moving things forward continually in a [TS]

  useful way like on an operating system [TS]

  that for ipads has not been moved [TS]

  forward in a useful way in two years [TS]

  right and so it's like okay you acquired [TS]

  this thing is this gonna get sucked into [TS]

  your cycle now so that like whatever [TS]

  delays you're dealing with internally [TS]

  affect everything on the platform i have [TS]

  a hard time seeing that as like a great [TS]

  option like I really viewed workflow as [TS]

  so beneficial precisely because it [TS]

  wasn't connected to Apple like it was a [TS]

  thing that was separate that was able to [TS]

  develop at a great pace in a time when [TS]

  there has been great stagnation so I [TS]

  have no comforting words for you Mike [TS]

  I'm sorry I think we should go we should [TS]

  go take a visit back to that pin we put [TS]

  in the map maybe oh yeah you want to go [TS]

  back there this episode of cortex is [TS]

  brought to you by freshbooks life is a [TS]

  freelancer can be challenging but our [TS]

  friends at freshbooks believe that those [TS]

  rewards of [TS]

  rewards of [TS]

  worth it and they build tools to make [TS]

  those challenges easier for all of us [TS]

  we're all racing to get everything that [TS]

  we need done by the end of the day [TS]

  whoever is editing a podcast recording a [TS]

  youtube video planning out for that [TS]

  meeting you've got the next day getting [TS]

  that presentation ready and making soryo [TS]

  slides were in order all whilst trying [TS]

  to tackle a mountain of invoices the [TS]

  working world has become trickier and [TS]

  trickier as people were finding there [TS]

  are ways to become self-employed it's [TS]

  changing the working world is different [TS]

  there are opportunities now that didn't [TS]

  exist before but they do now and we need [TS]

  tools that can work like that this is [TS]

  why FreshBooks is for you freshbooks has [TS]

  been designed from the ground up to work [TS]

  the way that you do you're going to be [TS]

  able to be more productive and organized [TS]

  was also being paid faster freshbooks [TS]

  customers get paid up to four days [TS]

  faster than anybody else because they [TS]

  have a ton of online payment options [TS]

  that you can set up in just a couple of [TS]

  clicks you can build all of your [TS]

  invoices in a WYSIWYG interface so [TS]

  you'll see those invoices exactly how [TS]

  your clients going to and you'll get [TS]

  them set up and sent out in less than 30 [TS]

  seconds I swear by FreshBooks we have [TS]

  been using it since real FM began we [TS]

  will very soon probably by the end of [TS]

  this month be sending our 1000th invoice [TS]

  with freshbooks I cannot recommend this [TS]

  product enough if you send any invoices [TS]

  to anyone I am very confident that you [TS]

  are going to love it you shouldn't be [TS]

  dealing with a stack of pages documents [TS]

  anymore or sending things by fax you [TS]

  should be using freshbooks every invoice [TS]

  you send is able to be tracked you know [TS]

  when somebody's looked in it you will [TS]

  know when they haven't you be able to [TS]

  log into freshbooks and get all of your [TS]

  notifications right there so you know [TS]

  exactly what's going on with your [TS]

  business and what needs your attention [TS]

  freshbooks is offering a 30-day [TS]

  unrestricted free trial to listen to [TS]

  this show just go to FreshBooks calm / [TS]

  cortex and enter cortex when they ask [TS]

  you how did you hear about us then [TS]

  they'll know that you came to them from [TS]

  this show thank you to FreshBooks for [TS]

  their continued support of cortex and [TS]

  relay FM I spent a lot of my time over [TS]

  the last few months who being concerned [TS]

  and or frustrated with my ecosystem of [TS]

  choice Lou [TS]

  and I don't really know what to do about [TS]

  that I mean I'm I'm there with you I [TS]

  find it particularly interesting because [TS]

  i feel like i have i've followed apple [TS]

  news for a long time it's a company that [TS]

  i've always been very interested in and [TS]

  i have in conversations almost always [TS]

  found myself on the side of when people [TS]

  are down on apple feeling like oh you're [TS]

  expecting too much like you know you're [TS]

  expecting magic unicorn stuff all the [TS]

  time like an I think you're it's [TS]

  unreasonable but I feel like in the past [TS]

  two years I am at the absolute nadir of [TS]

  my feelings towards this company in a [TS]

  way that I never expected to be and it's [TS]

  just interesting to find myself like [TS]

  switched to that greatly against my will [TS]

  and and yet it's the same thing it is [TS]

  deeply concerning because this is the [TS]

  foundation upon which everything else in [TS]

  my working life rests and I was actually [TS]

  trying to think this morning I was [TS]

  walking around as try think like what [TS]

  could be more disruptive in my life than [TS]

  switching operating systems and I think [TS]

  there is literally nothing that could be [TS]

  more disrupting than that like I was [TS]

  thinking would moving to China and [TS]

  having to learn Mandarin be more [TS]

  disruptive than switching operating [TS]

  systems and I'm convinced the answer is [TS]

  no like that would be moving to China [TS]

  would be less disruptive to my life than [TS]

  switching operating systems alright [TS]

  sounds like man I'm really stuck here [TS]

  really stuck here I think I kind of [TS]

  follow where you're going with that [TS]

  because like if you moved to China it [TS]

  would make less of a disruption to me [TS]

  exactly then if you switch to windows [TS]

  hmm because if you switch to windows I [TS]

  have to learn how to edit in adobe [TS]

  audition yeah if you move to China we [TS]

  just record at a different hour exactly [TS]

  like i do not mean that as an overblown [TS]

  metaphor I mean that in a literal [TS]

  sense moving to China would affect my [TS]

  life less than then switching to windows [TS]

  right like it it would make some things [TS]

  in my life near impossible switching to [TS]

  windows like it would cause tremendous [TS]

  difficulty and that that's why it is so [TS]

  frustrating and it ends not even [TS]

  frustrating it's like deeply concerning [TS]

  that no matter what Apple tools and [TS]

  products you use it feels like they have [TS]

  failed to execute on everything for like [TS]

  the past year and a half right it's it's [TS]

  again I'm normally the guy who would be [TS]

  on the other side of this and defending [TS]

  and saying like oh they released stuff [TS]

  when it's ready you know your [TS]

  expectations are too high but it's like [TS]

  across the entire product line it's it's [TS]

  very concerning it's like related to [TS]

  this I don't want to get into the whole [TS]

  thing now but a slight thing related to [TS]

  my working environment is I was thinking [TS]

  I'm there is a space for me to have a [TS]

  dual monitor computer set up in my [TS]

  working life I was realizing like how [TS]

  would I go about doing this like what [TS]

  what is the solution for I want a really [TS]

  powerful computer that I want to be able [TS]

  to attach two screens too it's like oh I [TS]

  have to buy a laptop that I'm gonna [TS]

  leave in clamshell mode all the time and [TS]

  i'm going to buy these two frankly super [TS]

  chintzy feeling monitors from LG like [TS]

  this is it this is a comical solution to [TS]

  this problem it's like this this is this [TS]

  is no good or relatedly my wife has been [TS]

  using one of my iPad pros for a while [TS]

  and this has been that like the worst [TS]

  creeping delay because her use of my [TS]

  smaller iPad pro has has affected my [TS]

  like distribution of where I do work but [TS]

  I have been thinking for months like oh [TS]

  this is just a temporary thing I'm just [TS]

  going to wait until the next revision of [TS]

  the iPads and then I'm going to like [TS]

  readjust [TS]

  but but now it's like here we are after [TS]

  this was expected and it's like well [TS]

  I've been delaying for several months [TS]

  about what I'm going to do with iPad [TS]

  pros and now now what again like it just [TS]

  feels like it's a bad situation for [TS]

  everybody across all of the hardware [TS]

  we're expecting there to be an iPad pro [TS]

  so much in the last episode I very [TS]

  confidently said that I would be making [TS]

  a video about the next iPad pro yeah [TS]

  like with in April because just by [TS]

  tradition you know traditions that have [TS]

  been set by Apple for many years they [TS]

  tend to have a cycle with their products [TS]

  and the cycle shift but they tend to be [TS]

  relatively predictable and Apple release [TS]

  some products via press release and what [TS]

  they released was incredibly [TS]

  unpredictable mmm a red version of the [TS]

  iphone their current iphone and a new [TS]

  ipad which was a revision in the ipad [TS]

  air line the regular line but it's [TS]

  cheaper ipad it's it's a great ipad for [TS]

  the ipad product line itself hmm the [TS]

  cheaper ipad can go into more schools [TS]

  people can buy it's good for the ipad [TS]

  mmm but it lends itself to an argument [TS]

  recently that if you are a user of [TS]

  Apple's products and you are a [TS]

  professional it is you are feeling [TS]

  increasingly like the company cares less [TS]

  and less about you yeah it's basically [TS]

  do you have an iPhone yeah if the answer [TS]

  is yes then we care outside of that [TS]

  you're on your own yeah I would say even [TS]

  the iphone stuff well yeah we had the [TS]

  conversation last time where we had a [TS]

  disagreement about you know the most [TS]

  disappointing iphone ever as their [TS]

  iphone 7 I think this is it is also an [TS]

  interesting indications like three years [TS]

  of essentially the same design it looks [TS]

  and it looks like very likely who's [TS]

  going to be sort of four years of [TS]

  essentially the same design maybe well [TS]

  there's an asterisk to that right there [TS]

  there is an asterisk to that but I I [TS]

  still feel like even the iphone thing [TS]

  doesn't come as a unadulterated pure win [TS]

  and the other thing that I do just want [TS]

  to say here as just to be clear it's not [TS]

  it's not only just a setting [TS]

  expectations for ourselves I'll just say [TS]

  like in vague ways what I hear from [TS]

  people who know is that it's it's like [TS]

  consistently slipping and missed [TS]

  deadlines like it sounds like there's [TS]

  some kind of problem almost within Apple [TS]

  about getting stuff done in a in a way [TS]

  that I find confusing and concerning [TS]

  this is this is why I like I really was [TS]

  thinking like what could possibly be [TS]

  more disruptive than this and it's like [TS]

  Oh almost almost nothing you know and [TS]

  it's is not that the tools that we're [TS]

  using now are bad it's not that like [TS]

  things don't work but it's just it's a [TS]

  concern about how are these things going [TS]

  in the future like is this something [TS]

  that we can continue to rely on or is it [TS]

  not something that we continue to rely [TS]

  on and the workflow acquisition is like [TS]

  a microcosm of this this bigger question [TS]

  and because of the way Apple works like [TS]

  you just you just don't know like you [TS]

  have no idea what they're up to what [TS]

  they're doing but that strategy only [TS]

  works when it's combined with also [TS]

  producing things that people like on a [TS]

  somewhat regular basis ya like like the [TS]

  secrecy strategy starts eating itself [TS]

  when you go you know three years without [TS]

  an update to your professional computers [TS]

  like that then then the secrecy thing [TS]

  starts eating its own tail and you're in [TS]

  real trouble so I don't know like what [TS]

  like what are your thoughts on this Mike [TS]

  it was easy for me to make jokes when [TS]

  the max were not getting updated loop [TS]

  because i was using the ipad we're all [TS]

  there and it we're all there it was fun [TS]

  for me to make jokes because i assume [TS]

  that my product line would get its [TS]

  update [TS]

  but my product line didn't get his [TS]

  update and I mean I you know I would [TS]

  make jokes at the expense of my friends [TS]

  that really care about the mac but i do [TS]

  care about it as well right hmm because [TS]

  I'm sitting right front one right now [TS]

  and I don't want to change hmm I'm you [TS]

  know I've been an Apple user for over 10 [TS]

  years like this is what I know I know [TS]

  how to use this stuff and I'm a fan of [TS]

  the company but ultimately I am a fan of [TS]

  technology yeah and it is just being [TS]

  that over the last 10 years in my [TS]

  opinion the best technology came from [TS]

  Apple but then I look at something like [TS]

  the samsung galaxy s 8 mm-hmm and that [TS]

  is exactly what I want from a fun mmm [TS]

  that looks like what I want that looks [TS]

  like the phone that we are dreaming [TS]

  about apple releasing in September and [TS]

  as someone who has been a devout fan of [TS]

  the iphone 4 10 years that isn't [TS]

  something i expected to say that samsung [TS]

  i believe are probably making the best [TS]

  phone available right now and there was [TS]

  argument that they did it with the note [TS]

  but the note exploded so it kind of took [TS]

  it out of the running now you know it's [TS]

  easy to make jokes about that about [TS]

  Samsung's bad management on misfortune [TS]

  but let's just assume that they fix this [TS]

  problem and this will not happen to the [TS]

  galaxy SI hmm that is an [TS]

  incredible-looking fun oh yeah [TS]

  everything about it the software the [TS]

  design like the all at the design that [TS]

  they've done with Samsung has had really [TS]

  poor interface design in the past but [TS]

  all of the walkthroughs that I've seen [TS]

  since stunning like it just looks [TS]

  incredible all of it yeah it really does [TS]

  that's what I want I want that phone I [TS]

  want that phone but I want it to be an [TS]

  iphone yeah I [TS]

  like this is like a similar thing a [TS]

  similar thing is like the Microsoft [TS]

  Surface studio yeah that came out right [TS]

  book about that I that was that was [TS]

  totally a moment of like am i living in [TS]

  bizarro land this this should be the [TS]

  computer that apple is releasing but it [TS]

  isn't right this this is the thing it [TS]

  just it's it's deeply concerning to to [TS]

  see this stuff and to see Apple [TS]

  consistently fail to ship or or to just [TS]

  sell stuff that is old like in and we're [TS]

  not talking about like 10 years old [TS]

  right but in technology land the months [TS]

  are exponential yet like this is this is [TS]

  how this counts it's like if it [TS]

  everything is 18 months old when it's 19 [TS]

  months old it's twice as old as it was a [TS]

  month ago like this this is how this [TS]

  actually works in technology lands like [TS]

  you can't count these things linearly [TS]

  and just like other companies move on [TS]

  and so yeah it's it's just very [TS]

  concerning across all product lines and [TS]

  I know is that or even just like having [TS]

  seen I mean I really can't think of a [TS]

  single area with maybe the exception of [TS]

  the watch where it's like this there's [TS]

  not really concerns like you know seeing [TS]

  demonstrations of Alta versus Siri right [TS]

  or see sitting like I watched a video [TS]

  this morning of androids auto right [TS]

  versus apples car play and it's just [TS]

  like it was just embarrassing to see the [TS]

  Apple version of this and it's it's [TS]

  making me think like last year when we [TS]

  were when we were in San Francisco and [TS]

  we were walking around all of all of [TS]

  those companies and we had that big [TS]

  conversation but like what are all of [TS]

  these people doing I really have the [TS]

  same feeling of Apple like where are all [TS]

  of your resources going like I just I [TS]

  don't understand like are they all going [TS]

  into the apple TV and media deals like [TS]

  oh nope doesn't look like they're going [TS]

  there are they all going into iOS [TS]

  software updates it's like well you [TS]

  couldn't get stickers you're headlining [TS]

  feature to work on all three platforms [TS]

  in a consistent way a year later so it [TS]

  doesn't seem like they're going they're [TS]

  like [TS]

  is all of your time and attention going [TS]

  Apple like it's I find it confusing and [TS]

  concerning so here's my feeling about [TS]

  where I am with this right now we're [TS]

  like two months to three months away [TS]

  from apples developer conference where [TS]

  they will show what iOS 11 is going to [TS]

  look like for where I'm feeling right [TS]

  now this all rides on that hey if they [TS]

  show me what I wanna see right which is [TS]

  like big advancements especially to the [TS]

  ipad but just like big advancements in [TS]

  iOS to the consumer as well as to the [TS]

  developer then I will be willing to like [TS]

  write the year off mm-hmm they could [TS]

  have just had a bad year right and this [TS]

  is the thing we'll never know I me [TS]

  because they don't talk about it right [TS]

  like you know Apple can fix a lot of [TS]

  this stuff by saying hey look we're [TS]

  working on a new mac pro we're working [TS]

  on your iPad pros they're coming this [TS]

  year hmm but we should we couldn't get [TS]

  them out in 2016 because of x y&z right [TS]

  you know now that would that would say [TS]

  she ate a lot of Apple fans in the way [TS]

  that they feel but they won't do it but [TS]

  wait if they can stand on stage in June [TS]

  and show me something that's really [TS]

  awesome then I can be like all right Eva [TS]

  everyone was working on this or they [TS]

  just struggled or whatever hmm but [TS]

  there's a reason you know like that all [TS]

  like they're doing something that I like [TS]

  right there showing me that they still [TS]

  got it you know but like if we get [TS]

  something like stickers again i mean and [TS]

  i love the stickers but it wasn't a [TS]

  massive technological achievement mm-hm [TS]

  right but like I message apps was like [TS]

  the big consumer feature of the last [TS]

  version of iOS and if that's what it is [TS]

  again I'd be like what happened in 2016 [TS]

  like what were you doing and if that's [TS]

  the case I don't know what I'm gonna do [TS]

  great but like I know that I have to [TS]

  start thinking about things differently [TS]

  like one of the big problems that I feel [TS]

  that I'm used to make a cohesive [TS]

  ecosystem mmm all of my products all [TS]

  talk to each other they understand each [TS]

  other there are two different operating [TS]

  systems but they're wrong [TS]

  by one company so they're similar there [TS]

  isn't anything like that outside of [TS]

  Apple I'm going to use a windows phone I [TS]

  don't think so or i'm going to use a [TS]

  Chromebook ain't happening so what am I [TS]

  going to go to windows and Android I [TS]

  don't want to do that so like I feel [TS]

  like I may be a bit of a loss right now [TS]

  but maybe what I end up just doing is I [TS]

  just adjust my expectations mmm you know [TS]

  my expectations will be adjusted by the [TS]

  end of 2017 and that maybe instead of [TS]

  just thinking like I'm always going to [TS]

  buy the next Apple product I just adjust [TS]

  it to maybe I just buy whatever [TS]

  technology and trust me the most mm-hmm [TS]

  I have a little bit of a different [TS]

  feeling about WWDC and whenever the next [TS]

  Apple event is going to be like I will [TS]

  be happy and excited if Apple releases a [TS]

  bunch of stuff that I really like [TS]

  obviously so if there's a bit if there's [TS]

  a big iOS update where there's a whole [TS]

  bunch of stuff that I would want a [TS]

  competent multitasking switch or perhaps [TS]

  right you know just like amazing things [TS]

  that's great I'll be really happy but I [TS]

  feel like there's a real fundamental [TS]

  doubt that has been placed into my head [TS]

  that will not be able to be dislodged [TS]

  until I see semi regular updates again [TS]

  all right and it's it's a thing that has [TS]

  become like a little like a little [TS]

  thought of poison with all the tools [TS]

  just just like with the workflow you [TS]

  open up workflow and you feel like how [TS]

  long is this going to be around and even [TS]

  if Apple hasn't like a bunch of amazing [TS]

  releases I'm gonna feel in the back of [TS]

  my mind this this doubt of like okay [TS]

  this new iPad pro this is amazing M is [TS]

  this that is this the ipad pro for the [TS]

  next two years if I can live with that [TS]

  if that's my expectation I mean a lot of [TS]

  my concerns right now just because [TS]

  they're not working at the pace I'm used [TS]

  to and they're not releasing products [TS]

  that the pay some used to but if it ends [TS]

  up being the ipad pro is come every two [TS]

  years well that's just how I work both [TS]

  of my iPad pros work completely fine [TS]

  right now yeah I'm able to get my work [TS]

  done on them every day [TS]

  but my concern is will it be another two [TS]

  years because in another two years I've [TS]

  definitely not gonna be able to get my [TS]

  work done on them as well like I just [TS]

  need to for me I need to have the [TS]

  expectations reset again that's all yeah [TS]

  that but this is this this is sort of [TS]

  what I me like I need to see some kind [TS]

  of sustained effort like it I think the [TS]

  difference between iOS 9 and iOS 10 was [TS]

  like a real sort of shock like oh we [TS]

  have all these great features for iPads [TS]

  and it's like oh and now there's nothing [TS]

  because then we're expecting something [TS]

  for the ipad in the spring software was [TS]

  didn't come and I'm just gonna again I'm [TS]

  just gonna add to that like we had very [TS]

  good reason to expect that and it's like [TS]

  something happened like what happened [TS]

  some kind of failure to execute on the [TS]

  inside like this seems concerning like [TS]

  this seems very concerning so yeah it's [TS]

  it's just I don't know I feel like I i [TS]

  will need to Apple release cycles to [TS]

  feel good about it again and I mean I [TS]

  even found myself like I couldn't [TS]

  believe I was doing this the other [TS]

  weekend of us like I guess I guess here [TS]

  I am I spent a whole weekend learning [TS]

  adobe premiere pro from the ground up [TS]

  just just because it's like even with [TS]

  final cut like I have this little bit of [TS]

  a feeling of like how much time and [TS]

  attention is this going to get in in the [TS]

  future of Apple land like a lot like I [TS]

  don't know I don't know if it's going to [TS]

  get a lot of attention like maybe I [TS]

  should just check out what this other [TS]

  thing is so I have some some [TS]

  anticipatory sense of if I do need to do [TS]

  the thing which is to turn it a [TS]

  microsoft surface studio into my work [TS]

  production machine like I have an idea [TS]

  of what that is ahead of time it's like [TS]

  I can't I can't believe I'm sitting here [TS]

  learning adobe premiere pro but like [TS]

  this is this is what I'm doing because [TS]

  I'm going to feel a little bit better if [TS]

  I have just like stuck at 0 into this [TS]

  water in advance and yeah and that's [TS]

  where we are [TS]

  feel like I've spent so much time over [TS]

  the last couple of months talking about [TS]

  this mmm it is the it's the talking [TS]

  point of the time in and amongst people [TS]

  that care about a poor this deep level [TS]

  mm-hm and I find myself frustrated that [TS]

  I even talk about this because I know [TS]

  it's frustrating to listen to if you [TS]

  feel the way that we do because what you [TS]

  don't want is people telling you that [TS]

  your fears are justified in the same way [TS]

  that a moment ago you couldn't tell me [TS]

  that I didn't have to worry about my [TS]

  systems being broken like so I get it [TS]

  but like what are you gonna do I'm not [TS]

  gonna say sit here and say it's all fine [TS]

  like I'm not going to be that dog in the [TS]

  fire with the mug right because it's not [TS]

  fine like if this is something you care [TS]

  about right now this is not what it [TS]

  should be and it's a case of you know [TS]

  there's a couple of outcomes of it and [TS]

  one of them is just resetting [TS]

  expectations but I'm willing to accept [TS]

  that but all I know is right now my [TS]

  wishes aren't met my expectations aren't [TS]

  met right we're way past at this point [TS]

  that the magic that Apple can produce as [TS]

  he was saying right like people getting [TS]

  annoyed because a feature that shouldn't [TS]

  exist it wasn't launched like or like [TS]

  people getting annoyed that Apple didn't [TS]

  jump every single company by four years [TS]

  every year right like that sort of stuff [TS]

  that's not met I mean every now and then [TS]

  they do something right which is why [TS]

  people feel that way about them but that [TS]

  sort of stuff I can take or leave hmm [TS]

  but it's at the point where it's just as [TS]

  you say like what seems to be just an [TS]

  inability to release new versions of [TS]

  their existing product lines yeah in a [TS]

  way that actually make the existing [TS]

  customers satisfied that's a problem [TS]

  yeah you know the point where I'm like [TS]

  looking at this samsung phone and I'm [TS]

  like I know how difficult would it be I [TS]

  mean the answer is very difficult right [TS]

  to get up and move but then at the same [TS]

  time I'm like what you're taking away [TS]

  one of my favorite apps you know you [TS]

  you're taking away [TS]

  from me potentially one of the [TS]

  applications that keeps me on iOS so now [TS]

  what am I gonna do one way or another [TS]

  like that the very best iOS app in years [TS]

  you know is going away in some form [TS]

  probably again trying to look at the [TS]

  branching paths of this yeah it does it [TS]

  doesn't look super great and so it's [TS]

  like okay well even if you just kind of [TS]

  let workflow linger around for a while [TS]

  like even that is quite disruptive so [TS]

  you're lowering the bar to other kinds [TS]

  of transitions anyway but yeah i'm i'm [TS]

  with you on this like I was watching MK [TS]

  Bhd's video on the this samsung phone [TS]

  I'm like that's an amazing looking phone [TS]

  you know the software doesn't look [TS]

  terrible on it as I guess I guess this [TS]

  is where we are you know are like seeing [TS]

  the thing with the Microsoft studio like [TS]

  boy that looks that looks fantastic [TS]

  again I'm also willing to we get all the [TS]

  way to September mmm right an apple [TS]

  unveil this this unicorn iphone which [TS]

  looks like this one but has whatever it [TS]

  has that that makes apple fans say that [TS]

  it's better right like whatever it is [TS]

  that we believe that makes it better [TS]

  than everything else and also may be [TS]

  releasing some dis dis this amazing [TS]

  sounding new iPad that they've been [TS]

  working on and then I go it's fine mmm [TS]

  could you did it I had to wait too long [TS]

  I had to get a version of the iphone [TS]

  that I was unimpressed with ultimately [TS]

  and I had to wait for too long in my [TS]

  opinion from my ipad to be updated but [TS]

  you've given me what I wanted which [TS]

  proves to me you can still do it and now [TS]

  I'll just assume I have to wait two [TS]

  years yes ultimately I would take what [TS]

  they give me because I really don't want [TS]

  to have to move to China yeah right like [TS]

  because I really don't want to have to [TS]

  get up and move away because of how [TS]

  disruptive it will be hmm but I feel [TS]

  like we're we're gonna have a bargain [TS]

  here come on Tim right like oh I'll keep [TS]

  doing this but you just need to throw me [TS]

  a bone once every two years it's all I [TS]

  ask [TS]

  extra frustrating when I feel like I am [TS]

  I am your ideal customer like you know I [TS]

  will I will spend this money just let me [TS]

  know what's what's going on even if at [TS]

  the next event Apple releases westworld [TS]

  style sex bots and butlers for everyone [TS]

  and their free right he's like oh this [TS]

  is what we've been working on artificial [TS]

  intelligence indistinguishable from [TS]

  humans I'll be like that's pretty [TS]

  impressive I see where all the resources [TS]

  of gone but there's still going to be [TS]

  something in the back of my mind that's [TS]

  like okay but how long until their [TS]

  software is updated right like I just [TS]

  I'm gonna need to see some regular cycle [TS]

  of improvement before I feel completely [TS]

  better even if I get something that is [TS]

  absolutely amazing in the future I'm [TS]

  gonna need a little bit more to to feel [TS]

  better about this situation yeah but [TS]

  what you gonna do nothing nothing I'm [TS]

  gonna there's nothing I can do right I'm [TS]

  gonna talk sadly into a microphone in my [TS]

  office that's that's what I'm gonna do [TS]

  how you doing over there buddy I just [TS]

  annoys me I can't help myself with it [TS]

  yeah it annoys me that we do this topic [TS]

  but it's it's like I feel like we've [TS]

  kind of avoided this this topic on this [TS]

  show but at some at some point it [TS]

  becomes unavoidable right if it becomes [TS]

  a thing that you're just talking around [TS]

  so it was it was eventual that we had to [TS]

  have this conversation and now we've had [TS]

  it and now we will wait but grey I don't [TS]

  want to end such a sum one note okay [TS]

  because you know there is much there is [TS]

  much good going on with it there is much [TS]

  beauty in the world Mike like is that [TS]

  what you're trying to tell me here go [TS]

  out and smell the flowers I mean on one [TS]

  of the great things that exists in the [TS]

  world today is this show of course this [TS]

  very podcast called cortex and this is [TS]

  episode 49 next time is episode 50 mmm [TS]

  now because of our very erratic release [TS]

  schedule we haven't really celebrated [TS]

  much in the way of anniversaries for [TS]

  this show [TS]

  you know we didn't celebrate our first [TS]

  birthday we probably wouldn't celebrate [TS]

  our second but we have a milestone [TS]

  episode just around the corner so I [TS]

  would like to ask our listeners to give [TS]

  a little bit of participation for [TS]

  episode 50 and I have a few a few things [TS]

  that I would like to throw out to them [TS]

  that they could maybe give me some some [TS]

  thought mmm one thing is there are many [TS]

  people that go back and listen to old [TS]

  episodes and every now and then I get [TS]

  tweets and messages from people who find [TS]

  something that Mia you said particularly [TS]

  funny or ironic based upon how latter [TS]

  conversations would unfurl mm-hmm so [TS]

  like as me and you have changed in our [TS]

  course of working some things that we [TS]

  said in Episode one or two seem a bit [TS]

  ridiculous so I would like to know if [TS]

  you have listened to this show and you [TS]

  find something to be a bit off now [TS]

  considering what you know about us now [TS]

  in 2017 I would like to know about that [TS]

  so we could talk about them next time [TS]

  basically how did past us look dumb [TS]

  compared to current us what a great way [TS]

  to put it so future us can laugh Oh what [TS]

  like what like categoric claims did we [TS]

  make that have turned out to be very [TS]

  silly no also I'm i am also interested [TS]

  in knowing what you have learned or [TS]

  changed because of the show this is like [TS]

  another thread that we see every now and [TS]

  then where people talk about some things [TS]

  that they do differently mmm having [TS]

  listened to me and you talk about the [TS]

  way that we work so there's just a [TS]

  couple of things that if you have any [TS]

  thoughts to let me know and you can [TS]

  tweet at me I'm I Mike on twitter by the [TS]

  way i am y ke if you would like to tweet [TS]

  at me I'll be very interested in that or [TS]

  you could participate in the in the [TS]

  subreddit over in the cortex subreddit [TS]

  or like maybe the put the thread for [TS]

  this episode just let me know some [TS]

  things and we can maybe talk tough on [TS]

  them next time I think it might be an [TS]

  interesting time to look back on the way [TS]

  that our working lives have changed over [TS]

  the last couple of years of doing this [TS]

  show [TS]

  and that might be a fun way to do that [TS]

  sound good help us celebrate I mean I I [TS]

  guess we did it we did have a cortex of [TS]

  versuri at one point did we but I think [TS]

  that kind of was sprung on us [TS]

  accidentally where I think during the [TS]

  recording of the show I realized that we [TS]

  were a year old okay but this is like a [TS]

  real planned celebration I promise it [TS]

  won't be a clip show I would not let [TS]

  Mike do it clear i hate clip shows [TS]

  unless unless it was a phenomenal offer [TS]

  on the table right i mean ok so i guess [TS]

  let me take that back immediately I [TS]

  would let Mike do a clip show but almost [TS]

  certainly this will not be a clip show [TS]

  it one of the problems of being in a [TS]

  world where we can binge watch TV shows [TS]

  mmm clip shows stand out now in that [TS]

  because you're like I watched that [TS]

  episode like yesterday when you show me [TS]

  a clip about it as if it was five years [TS]

  ago when we were washing through friends [TS]

  I know it's that abundantly they loved a [TS]

  clip show how did they never a fan of [TS]

  friends really yeah interesting not for [TS]

  me no thank you great doesn't believe in [TS]

  friends sorry um the whole contract yeah [TS]

  the conceit of your show these friends I [TS]

  don't buy it no one no nobody would do [TS]

  this hang out in people's houses all day [TS]

  wanna be around people and I buy it yeah [TS]

  so anyway no cortex clip show no but let [TS]

  us know where we were dumb let us know [TS]

  anything that has changed in your mind [TS]

  over the course of listening to the show [TS]