Question Your Intuition

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The drift thing so these guys is far as i could tell they made the biggest

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effort to create a big brand at a very very early stage start up this is like

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2015 to 18 there is like 10 million in 2015 and then by 2018 they raise like

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100 I mean they were really going for it.

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It was just like really cool and this guy david cancel is really cool this guy

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dave gearhart who he hired is he was kind of a young buck of the time now he's

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like one of the best known like influencers in marketing you know dave group in

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new york city dave cancel is like.

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Kind of like like hip hop and he's just very multi dimensionally from hub spot

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before really awesome guy and he just had this view that like they were going

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into a product category that literally had 100 competitors.

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Like this so different than when they when he joined hub spot that was not what

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sass was you know it was like very early on what was important was different it

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was like business model innovation like they built a crm that was free to

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compete with.

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Sales forces in 2015 or 16 there were 100 chatbots apps so it's like what do

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you do and he's basically like you build affinity.

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Which is brand and then you sell things into that audience that you've created

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a finity you know for gearhart definitely was like on this LinkedIn thing

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pretty early cancel already had a twitter presence but he was not really using

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it is the primary driver of demand generation like their content engine was not

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To feel like they had a podcast together it was not an influencer lead motion

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that's it that's it that's a way to say it design was beautiful they were

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writing books they were doing they were doing a bunch of stuff that is like

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incredible content machine a blog like all the stuff and it did it like really

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made you feel like I asked Diana what you liked about it because she was

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obsessed with it she even had us by drift for this failed startup we had no

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traffic on the website and she bought drift and i'm like diana like.

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It's not going to book 30% more meetings for you if you don't have web traffic

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like it might work if you do but that was what the power they had you know and

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she was like they really just made you feel like.

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If you didn't have it you were like missing something like really did a great

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job of creating fomo creating this like thing that you really felt you had to

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be a part of.

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I think by observing the engagement in these posts and the comments that i get

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i think that we are building son tosh and i if he gets involved a similar type

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of affinity.

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Through this endeavor of actually just making our social profiles the magnet i

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think we're building something very similar for retention calm i wanted to

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create.

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Massive awareness quickly as possible and tommy told me people are social to

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connect with people they're not there to connect with.

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Companies they're not there to connect with logos i think now you know those

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guys are really bootstrappers but like i think now there is this way to do what

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we're doing which achieves the same end as like all of that massive brand

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building operation that they had and it just does it way more efficiently and

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probably fast.

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Through this like complete dedication to like the best thought leadership and

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in content related to a social profile that exists which was the Russell

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Russell Brunson method who actually kind of did it around the same time.

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He did a totally different way then drift it Russell Brunson was click funnels

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it wasn't like drift equal david cancel like drift equal death to forms that

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was what they did that was the the quit that was the math equation that they

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put so like what i'm trying to do.

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Is like my face equals person level identity because i think that's faster in

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more efficient in positioning.

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You want to own a word in the mind of the market i want to ask to be person

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level website visit identity which is a run it's it's long but like person

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level right like that's the key in the i want people to think of literally adam

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robinson not.

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Are be to be because i think the world set up to do that.

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