The Noisiest Brands Are Gonna Be The Winners

0:00I heard this phrase in a TikTok, and I thought it was such a good phrase, and it comes with some advice around it, which I have been... It's a validating piece of advice because it's something that I think I've been saying, but I have never been able to articulate it in a single sentence. And it also encapsulates and pretty much confirms my word of the year as well. The phrase, which is the title of this episode, is the noisiest brands are going to be the winners. Now, I wish that I had put down the creator who said these words, and I did not. But I think I'm going to be referencing this creator a bunch. He's basically doing a...

1:00He's talking a lot about AI and content creation and building a business, and he works for an agency, which is a lot of what these guys do. And he's giving out these pieces of advice through short-form content while he's on his walks. So basically, kind of what I'm doing, but he's doing it in video format, which I think is going to be way better, and he does edits. So he would cut out fluff and all that stuff. Now, he was talking specifically about AI and how search is changing. Search is becoming not just a single word. It's coming out of conversations with AI. And this is going to happen with Google. And I think it's really interesting the way that he explains the behind the scenes. And it's like, as an SEO, as somebody who's in this industry, we're still in this black box of information.

2:06We don't know how these AI systems really work in the same way that we figured it out with Google. We figured out Google's algorithm. We reverse engineered it, because obviously they're not going to tell us. We reverse engineer it, and then we put out a ton of content, we do these tests, and then we go, OK, this seems to be the best practice. And then that information starts to spread, and then everyone does those things. And we got so good at it that we could be very targeted in our approach. In the early days, I think it was a lot about creating a ton of content, and just seeing what's stuck, and then finding the outliers, figuring it all out, and then going, OK, here's how to do SEO now. And everybody was much more targeted, and could gain the system. Of course, we are in those early days of AI, which means we don't really know, but here's what we kind of understand.

3:13When you are talking to an AI, so instead of putting in a single search query into Google, let's say, and getting a list of 10 results, 10 links, that was really simple. That was one input, one output. What we're suspecting now is people are interacting with AI differently than they would interact with a Google search, and of course, Google is also AI. Google can do much more complex searches than what it used to do, which I think is very interesting, and is a net good. I've been saying this for a while, that for the user, the AI is very good, but for the business owner, because it's basically rewriting our content, it hasn't been that good.

4:19However, and I think it's something this creator mentioned, I don't know if it was in this video or another one, but it is sort of leveling the playing field a bit, which I think is interesting because in the old days of SEO, the way it would work is you would have a keyword that you would go after. Now, if you were a big company, like a wire cutter, you could go after that keyword and have a good chance of coming out on top, and that's really all that mattered, is you were number one. If you were anything other than number one, you weren't in the game, you were not playing, and so you basically got almost zero visibility. Now, if you were a smaller creator, you would go after low volume keywords, and you'd have to go after a lot of them, because you had no chance of ranking number one for those big keywords.

5:19Now, I happen to be in an industry where there are not a lot of big players going after my keywords. Of course, it started happening in places like, why would Forbes write an article on pull care? Turns out, because they could, and they started doing it, and it's like, okay, but, come on, really, Forbes, pull care doesn't make any sense. But now, with AI, it's not just one search, it's a series of searches, and because it's a series of searches for one query, basically, or one interaction, you now have a better chance of ranking, because the AI is gathering more information. It's not just a binary list of variables that you would have to control through SEO, it is, there is now nuance, which is really cool, because it means that brands that did not have that sort of SEO power, and really couldn't get it.

6:26Like, if I had to go up against Forbes, or Reddit, or anything like that, like any huge website, like, even though I have a ton of SEO power, because I have a long domain history, I have good domain rank, I have an organic backlink profile, all of these things, right? I'm still not as big, and as brand recognizable, as Forbes, and I will never be. So, like, I never stood a chance, if they started ranking for that keyword, it's like, I'm never going to outrank them. In some cases, yes, because I'm more topic dependent, so I have outranked big names like Cosmopolitan before, just because my brand is associated with pull care more so than Cosmopolitan, for example. But those were rare cases, right? In this new landscape, because, so here's what these, here's the speculation is, and I'm saying speculation, because I don't know if this is true, I don't know if anybody's giving out this information, although there's a lot of smarter people than me that are saying this is true.

7:45When you are communicating with an AI, it is basically doing searches in the back end. So, like, if you ask it, in this case, a lot of this has to do with local SEO, right? So, if you were like, you know, what's the best lawn care service in my area? It's going to do a bunch of searches in the background to present you a single answer. It's not in the old version of Google, right? In the traditional version of Google, it's whoever is good at SEO wins that answer. It's really power in the hands of the person creating the content. So, if you weren't playing that game, there was no way, there was no way you were ever going to be mentioned. If you had a lawn care company near somebody, but you didn't have a good website with SEO content, you did not rank.

8:55Now, that changed a little bit when they started adding Google Places, right? And you could set up a profile, you didn't need to really have a website. That helped a little bit with local SEO. But, man, before that, yeah, you had to have a website. And not a lot of people did. I was one of those people. So, I was able to rank for those, for those one specific keywords or variations on that keyword. But now, if you're talking to an AI, there's more context. You're not just feeding it one query, you're literally talking to it. So, you're giving it a lot more context. And it's not just going to Google searching and picking the first answer. It's doing a bunch of searches to find the best answer. And that could be a lawn care service that doesn't even have a website or a Google place thing, but they've been written about somewhere, that they've been mentioned somewhere.

10:07And the AI did its research, like a good human would do to prevent you with that answer, even though that company did nothing to try to gain the system. And that's the level in the playing field, which I think is a good thing. So, you do have some control now, they're saying. Like, you can gain the system in some way. But, it's reminiscent of the early days of SEO, where it was really all about quantity over quality. It is no longer precise, whereas before, and when I was coming up, it really was all about quantity, and that's what I did. That's the thing I practiced. And then around 2008, 2009, even 2010, I was getting more sophisticated, right? We understood how this worked. And so, we were like, oh, you need to make better content, but now you knew what keywords to go after.

11:17So, it wasn't like you were trying to figure it out by spraying content everywhere and just seeing what happened. Now you can be like, look, we have all these tools now, we had Maws, we had Maws. I remember I don't think there was a couple of other ones, but even had like the one from Google for ad words. And you could find the keyword, see how difficult it would be. Decide, okay, I'm going to try to rank for that. And then you could create really great content to be number one. And that's the way I practiced SEO for the longest time, because we knew everything. So, in the early days, we're spraying a bunch of content around, figuring out how to find it. And then we have these independent tools that came out, which crawled the index the same way that Google did and figured out, hey, here's what people are ranking for and how good their domain rank is and all this other stuff.

12:25And when those tools came out, again, SEOs like myself use them to do precision work. So we weren't about creating as much crappy content as possible. We were creating less content, I mean, or I should say we were creating more quality content targeting specific keywords that we knew we could rank for. And now that's changing again. We're now back in the era of we actually don't know. And so we have to throw a lot of content at the wall and see what sticks. But I don't think I just don't think there are going to be tools to figure out how these LLMs work. It doesn't, it's they're too big. They're too, it doesn't make any sense why we would need to figure it out. Here's what we know. We know that these AI systems are doing multiple searches on a single query. They're acting like good human researchers.

13:39And so the more times you can, as a brand, present yourself as the authority in whatever niche you're in, the more likely that those AI systems are going to recommend you. But they're also might see around the bullshit, which I think is really cool. So it really does feel like we're back in an era where it's kind of a mix of both. It is the trustworthiness of Google of late Google once we understood it with the intention of just putting out as much content as possible because we need to kind of be everywhere. So with all of that said, the noisiest brands are the ones who will be the winners. And so what does this look like? In my, the way I am interpreting this is it means that in order to succeed in this world, in this particular game, I should say, you kind of have to do all of it.

14:56And you, and it doesn't mean that you have to focus on relentless quality, but it does mean that you have to do quantity with quality or at least enough quality that you can control and improve upon in the future. So what I don't think is going to happen is you have companies who are just going to put out shitty content at scale using AI. I don't think that those systems will win. Here's why because I think I keep saying is Google is smarter than that. They know. If you think you're trying to game Google, Google knows you're trying to do that. So it's not going to work. And you can really tell, I mean a human can really tell the difference between lazy content and content with good intentions.

15:57Like you really could just by reading it. And I kept saying in the way in the past that like Google is kind of like a human. It's understanding it's doing this machine learning. But now it's like it's going to get better and better and better at that. And now we're at AI, which means it is that. So if you're just creating a crappy website and putting out crappy articles like 10 times a day and you're and you're like, well, I have to be everywhere. So I'm also going to do shorts. I'm also going to do YouTube videos, but all of those are crappy and you're doing just them in quantity. The AI knows that that's crappy. Like it understands that what you're doing is spam. So those so there is no gaming that there's no there's no way that's oh, okay, well, let's just try to pretend to be more human.

16:57And it's like it's going to see through that because again, it is trying to replicate how humans think. So in my the way I see it is it's a balance. It is you have to focus on putting out quality first, I think. How do you put out good quality stuff? And then you can figure out how to do it faster with the help of AI. So that's the way I'm kind of looking at everything. I'll give you actual examples of this and I'll give you my exact plan. It's very simple. If it's true, if that statement, the title of this episode, if that is true, then for me, it just means more, more content. And I was and my word is correct. Now we did a lot of work internally to make sure that the content we were putting out was good.

18:02It was up was up high quality. If you look at our short form content as an example, the videos that we put out, they're good quality videos. Right. We are we have a good camera system. I'm a good host. We're the content, the scripts that I'm reading are good are well written. Right. They're based on our own research. The B roll that we use is all our B roll stuff that either we bought or filmed ourselves, not stock stuff, but stuff that we've paid other creators to get for us. The captions are are animated and we have a cohesive brand and we stay on topic. This is all marks of quality. Then we figured out how can we do this at scale? So it was really simple. It was, you know, the easiest way for me was having a teleprompter sitting in a studio

19:06and just knocking these things out and using B roll. Now there could be a there's a different way to do this. Right. If I had a pool and I lived in a state where it was year round. So I lived in Florida. I own it in ground pool and I have a hot tub. I wouldn't do the studio thing. I would I may not even do a script. I would go out in front of my pool with my phone and I would fill on my phone and I would do all the content that way. And I would just be answering questions, pool questions using my own, you know, like what we do is using my own knowledge, but it's scripted because it's easier for me to film. Like it's easier for me to create that kind of content in what we have. But if my circumstances were different, if my environment was different, then I would do it differently.

20:12And I still can do that. I could say, hey, you know what? Yeah, we can do the studio, but maybe we don't do scripts anymore. And I just redirect, I just talk directly to the teleprompter and answer questions. I could do that. I think that makes for lower quality personally because it's like, well, if I'm going to sit here, I might as well be like highly calculated. But we figured out how to make something of high quality and do it at scale very easily. So now it's just, okay, let's flood the system and not in a bad way. Let's do more of those things. Let's really put ourselves in the position of we are the authority on this. We can create this content at scale. Let's go. So that's just one form of it. Right now we are publishing three reels a week across all social media platforms.

21:13I am hoping by the end of 2026 that I will have that up to seven. If we see it, is it like we've been doing it for three years, four years. And I'm kind of like, we're not growing any faster. So there's two, there's two schools of thought. One is we could be, we could just put out more content and be noisier. Or we can do the same number of content. So we're still putting out noise, but we could just be more calculated in the topic. So the noise that we're putting out has better reach. And I think we're going to try to do a combination of both. But right now I think it's more important that we figure out, okay, we're already doing quite a bit for social. Let's just do it. Let's figure out how to make the reach further. And then if we figure that out, okay, now we can scale the number. Right, the number of times we do it.

22:13Another thing we're doing is just on social is we started posting stories every single day. So every single day we post a story on social media. It's so easy to do. And we have so much content. It's just insane. It's a schedule. We do it every single day. That's just noise. And now that doesn't get picked up by Google or AI really, but that's good for converting our social media followers into customers and leads and subscribers and things like that. So I wouldn't consider that part of the noise, but this is something we're doing. Another thing we're doing is YouTube. So we're doing YouTube long form videos. There was a decision, or there was a decision to be made where again, we thought, okay, we've been creating a lot of videos. So is it, do we continue doing what we're doing, which is a video every week, or do we scale back and do longer videos, but less of them in a different format?

23:20And again, this is sort of like, would we, it's a difference between noise and reach. And again, I think for us on YouTube specifically, I do think the reach is more important. However, if we do less content, it's not good for search. And that's what I find interesting is like, okay, so like by doing a, say, 30 minute to hour long presentation on a single pool topic, right, like a master class on pool algae, for example. Right, if we were to put that out into the world, I don't think that that's, that's sustainable, but also not sustainable. And again, we're covering a very broad topic in a long format, which I think will do well for the viewers on social, or sorry, for the viewers on YouTube.

24:25Like for the subscribers who already subscribe, it may even be better for reach in some cases on YouTube. But where it gets, where it gets maybe a bit tougher is in the AI, if people are asking AI for help, because we are not covering enough topics. And the topics we are covering are just bigger and broader. I almost feel like we're doing ourselves kind of a disservice, where, where instead what we should do is cover more niche topics, so that the AI has things to search, has multiple things to find and search. Because the AI could go and can go through articles, you know, it can re-large swaths of words, which is what Google really couldn't do. Right, I mean, I'm sure it was trying to do like, pre-searches, and it was indexing stuff, so it had that information, but it's not doing it on the fly.

25:33So I think you kind of do, there's room for both. You can do a lot of smaller, more specific content, and this is why I think the noise matters, like shorts or reels or whatever, that's like really bite-sized pieces of information. Right, that those are questions, those are recipes, those are, you know, like anything that's like very, very bite-sized, you want to put that out there, it's a good idea. Right, then you have your long-form content, which to your human audience, and perhaps even to the AI, proves that you know what the fuck you're talking about. Right, so you need to kind of do both. You need to do short and long-form content and medium content.

26:33It's really about being everywhere, and you should be on all the social platforms, you should be posting articles on your website, you should be holding webinars and recording them and doing long-form content on YouTube, doing short-form content on YouTube, doing five-minute videos, 55-minute videos, and five-second videos. So all of this stuff is what I would consider noise, and I know noise is maybe not the best word because it's usually associated with negativity. But in this case, I just think it's brands who are willing to pump out the jams. You're more likely to be recommended by the AI if you pump out the jams consistently over a very long period of time, and you are good at it.

27:41And so what's interesting about this strategy is it's kind of fucking easy. It's easy, and it sounds like a lot of work, but it's just a matter of how you approach it. Everything comes down to what you want, and I'll give you maybe just another way of looking at it. So I'm thinking of, so just to kind of recap my swimming university strategy for 2026, it's two articles, possibly even more per week, published on our website, that are good enough. They are of quality. Are they the highest quality? No, but the thing about articles is that they can be improved upon in the future. But getting that URL published is important, showing these systems. Like we just did an article last week that we didn't have on our website. It wasn't an article that we had covered before.

28:43We published it. We ranked number five, like within a week. And I'm like, okay, we are already getting traffic from a new article in one week. That's way faster than I've ever seen it done. And in fact, every single one of our new articles that we published in the last month have now been indexed. And I know that because we do position tracking in Semrush, and those URLs were all updated. And I was like, oh, and it literally says, hey, you climbed the rank, or hey, this is new, and you're now ranking for this keyword that didn't exist before. So that's been encouraging. And I don't know if it's coming from, I mean, I think it's mostly Google. But we get a lot of chat GPT referrals if I look at our analytics. So that's pretty good. I'm going to ride that. So that's what we're doing. I'm trying to get to more articles per week. And then I have a whole different, you know, I talked about the frictionless SEO system.

29:46And then how we're going to do this rinse cycle thing. But so far it's working. So I'm happy about that. And it's working faster than I thought. We're also going to continue doing three shorts a week, three reels a week. We are going to get better at topic selection. We are going to try some different things to improve our reach. But before we improve our quantity, but that's the plan there. We're also doing daily stories. We're also doing long form YouTube videos. And like, when I say long form YouTube videos, I mean really long form YouTube videos. And I would say like medium size YouTube videos. So, you know, five to ten minutes and also like 30 to 60 minutes. So that's something that we're going to be working on in 2026. And we're also sending out way more emails because now we have more content. And we're also doing content in our app. We are noisy. We are hell noisy compared to the rest of our industry.

30:51But I want to talk about how you could be if you if I were if I were really trying here and I wanted to be noisier than that, which I already think is pretty damn good. But let's say I wanted to like super charge a shit out of it. I would find out I would figure out a way to do social media way harder. And the way that I would probably do it is create a different format for how we develop content. Something that didn't really require editing. So that might be that might be let me think on TikTok. I did this early I did this last year, which was I got on TikTok and I just started answering questions off the top of my head.

31:57The problem was I was trying to do it in one take and that was frustrating for me. I couldn't really do it. Some people are good at it. I was not and I was only and I was doing it natively in TikTok because I would just take the question and then record it. And then it would save to my camera roll. But what was nice about doing it that way is the person could click the actual comment and go to the comment. So there's some value there, but I'm like, yeah, I couldn't do that at scale because it required research, it required editing. And I was just like, and then every because I was filming on my phone, everything was backwards. And I'm like, okay. So the idea of answering questions is great because you can get really nuanced and the more questions that you answer, the more niche you get and the more bases you cover.

33:05So I'm like, okay, how do I do this at scale? This is an idea off the top of my head, but here's how I would do it and perhaps I might even try this. One, I wouldn't change the way I create. I would bake it into my existing process because right now I wear the same shirt so that we have recognizable brand. I always look the same. And when I record with my phone, I look different. You know, like my skin looks different, the colors are more saturated. It's just like a different look. And so it sort of breaks the visual repetition that we've established for some university. So I don't want to do that. I would want to bake the thing into my process. But one of the bigger bottlenecks of our process is editing.

34:07Right? Editing is a big bottleneck. Scripting is a big bottleneck. And scripting is really what's holding us back from doing a seven day a week thing. Because I think even with editing, I can scale that but but scripting you really have a hard time with. So what I would probably do is one of two things. I would either just collect questions off these social platforms and build in some type of process where I don't script. I completely remove scripting. I still sit in front of my camera. So I always look the same. But the content is fit is slightly different. I am delivering an answer. And I'm doing it off the top of my head. And I'm recording the whole thing mistakes and all. And then I have somebody just edit it together with maybe adding some B roll. I remove one step of the process to make it faster, which is remove scripting. Right? Now it would elongate my filming process, but not by much.

35:16And it could elongate editing. So it's like that's not really the best either. You're really just but you are getting more content. But you're still doing kind of the same work. You're just pushing it in different directions. Another idea would be to say, okay, what if you didn't edit? What if you could film something and immediately publish it? Maybe at the very least you had to trim the ends. Right? Just to clean up the intro and the outro. How would you do that? Well, one, you would have to kind of rehearse because you need to know what the or you basically just admit. You know what? I'm going to make mistakes and I'm just going to fucking leave them in. Like I do with this podcast. I make mistakes very rarely. Do I hit pause on this podcast? But I do. But very rarely.

36:23So I'm kind of editing in the moment. And then I have a fairly long video. I maybe put a countdown timer on. And I just make sure that I'm under the certain time marker. I think it's two minutes. Right? Or give myself 60 seconds and I try to answer the question in 60 seconds. If I go a little over, that's completely fine. I could do it that way and I think that would work fairly well. And I think it, you know, it would work well. It would keep our brand identity. However, the quality might suffer a bit just because we're not doing B-roll. There would be no captions. It would change dramatically. So another way you could do it is you could do webinars, which is something that we're actually considering.

37:24You do webinars and you film them. And then you just have somebody cut those up. So this works because one, the thing you are recording provides another service. It is like almost like a lead magnet. So you would promote, hey, we're going to do a webinar around this topic. Right? So you do the webinar. You present the thing and then you have people ask you a ton of questions and you answer those questions. And in the thing you're recording, that in and of itself is content, unedited content that you could put out and make noise with. And then you just hire somebody or have an editor chop all of that up into short form content. This is the same thing that podcasters do. Right? It's like, if you hear people like Hermose, you say like, oh, he put out like 900 pieces of content or day or whatever. It's like, I don't know what they're counting.

38:29I'm assuming he's counting the same. I don't think he's counting MP force or even gifts or gifs or whatever. He's counting the number of posting times. So like if he goes on a podcast, which is an hour of his time, how much content can you get from that hour? Well, you could get the full hour. That's one piece of content. But if you publish it on Facebook, YouTube, Pinterest, whatever, whatever other platforms, does that count as four pieces of content now? It's like, no, to me, it only counts as one. It's the long form version. So you would have a webinar. That would be a one piece of content. And then you could chop that up into say, I don't know, 20 shorter videos. Right? Maybe more. And that's 20 more pieces of content. Now that's only 21 pieces of content. That's a lot though.

39:33And you can't do that every day. I mean, maybe you could. I don't know. That's a lot. So like 900 doesn't make sense to me. It's like, I don't think that that's what he's doing. And I also know that they're taking old stuff and remixing and doing all kinds of stuff. So I'm like, yeah, if that's, if that is what it is, if it's just the number of posting times, that's kind of interesting. Because that's very different. That is incredibly different than what we're doing. And I think that there's some stuff to look at. I think the webinar idea is interesting. It's something that we're actively exploring. I don't know how much extra value it would add, but I would be filming it the same way I film my shorts. So it would look very similar. And we don't do a podcast. And I know other people in the industry who do podcasts. And what they do is they.

40:42And I just don't, I mean, in my head, I'm like, who the fuck wants to listen to an hour long podcast about pull care? Like, I just don't think that people want to do that. But all right, maybe I'm wrong. I don't know. Right? I don't know. So if we were to do that, that would be, I could do that one off the cuff as well, where I'm just talking about a subject or I'm just answering questions. And I could do that unedited. And then again, that could be a, you know, it's like, okay, that's a piece of content that goes out as a podcast. Also, it goes out as a video somehow because you recorded it as a video. So where does that go? Does that go in? I don't know. Does that go to an editor and then they chop it up? Probably. And then it becomes shorts. Probably.

41:49And so now you're doing a pot. So you're doing still short form edit it content. That's scripted. You're doing long form scripted content. But then you're also doing long form unscripted content, which could also be turned into a podcast. And then you're doing, yeah, there is ways to do this that you could get very noisy very quickly. And I'm thinking in, I want to just shift gears for a second because I was thinking about recipes and then this is an idea that I, again, I've had this idea for a long time. And I just think it would be good. It's a good idea to do. But I don't know. I could be wrong. But I was like, in home brewing, there are no accounts where they're just publishing recipes. They just homebrew it like famous homebrewing recipes. And no one does it consistently and they don't do it in video format.

42:57And I go, do you know how easy it would be to collect a big B-roll library of brewing footage and then just have someone collect recipes and be able to build a recipe real. And in say like canva, like it would be so easy to do. It would be like plugging and playing because like all recipes are formatted the exact same way. And then as long as you got the footage of all the ingredients and the process stuff, it didn't even matter how you got it or what it looked like. And you could constantly change it. This is basically our formula for summing diversity in a way where it's like these procedures are all the same. They just get done at different angles and different pools and different whatever. And then we just, we script it into a format and then we just do basically plug and play where I am the person delivering the how to information.

44:05But we use a series of B-roll to create, you know, the actual steps. But the difference is like with recipes, it's endless. There's like so many. And that's the thing is you don't even have to make them. You just have to have the B-roll to show how to make them. And the same is I try to do this with a company that I was consulting where it was like making cocktails. I go, how easy is it to make cocktails? But the problem is is every single time you make a cocktail, if you had to film it differently, that's going to be tough to do. But what if you always shot at the same way? What if you just had a studio setup and you, you know, they were inventing like three new cocktails a week at their establishment, plus they have this back catalog, plus they could take classic ones that they don't have in their catalog and just make them.

45:10And it's like, it's an endless supply of content, endless, because it's recipes. And then it's like, well, how, and by the way, there are a company that makes cocktails and sells them. So like anything that they make, they can basically just sell it. So it's not like you're making a cocktail that's going to waste. So why wouldn't you just set something up where it was the same format every single time people could get and it was good. You know, you have to work on making it good. But then once you've got something, you're like, okay, this can be repeated. This just becomes a process. We just do this every day at the same time or the same, like, you know, on lunch, we make one cocktail. We bought up an iPhone to, you know, record with. And then we send it off to an editor and they post it. It's like, feels pretty damn easy to make content nowadays. And I, that's why I think for our company, it's like, just do more of it. We have the system. It's there. So just figure out a way to make more.

46:17But without really, like, the only time we'd really be maximizing is the time spent doing it. And you outsource the rest of it. So what I'm trying to figure out is in even in my own world is how do I make more content without increasing my time? How do I use the leverage that I have? And it's like, look, my leverage is in filming. Like that, if I can sit down an hour a day to film, and I'm just reading scripts, you know, much fucking content that it's insane amount of content, insane. I want to get to that level where all I have to do is film. There's someone else in charge of writing scripts, of managing the content calendar. There's someone else editing and publishing it. And I'm just in the middle recording, just putting my face to tape. That's it.

47:23Because if I can do that, if I can figure that whole process out, which I'm very close to doing, I'm almost there. I'm still sort of in the ideation process. I'm sometimes in the writing process. And I'm still, you know, like in and out of the editing process. But for the most part, I really just, I'm a filmer. The biggest problem is that we don't have enough coming into the pipeline to pay more editors for the out pipeline. And that's all we have to do is increase that. And AI is certainly helping with that without us increasing staff. But we need to know that it's the juice is worth the squeeze. So we're doing some tests around that. Anyway, that would be a killer leverage point for me. Anyway, I can talk about this all day and I will spare you and I will continue talking about this. But again, my word for 2026 is more this phrase that I heard from this creator is brilliant. And I want to just kind of keep in mind the rest of the year and talk about it.

48:31So if you have any questions, concerns, ideas, whatevs, shoot me an email, mad at moneylab.co, and I'll talk to you next time.