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it from may i hope you enjoy episode

1:55

now jumping this is episode

1:57

number four hundred and twenty two with michael

1:59

bay

1:59

the lord

2:08

and i'm learning it's

2:11

really

2:19

hell

2:22

if you want to learn

2:29

are we are often and go seek

2:32

reveal the

2:40

is not your average entrepreneur broadcast

2:44

founder bought

2:50

they were speaking to the superpower

2:52

team behind the media and the skinny

2:55

confidential lord bostic

2:57

is a mom a margot and margot and round

2:59

social media superstar with

3:01

an expert i've for branding laurentiis

3:04

in a league of her own and has used

3:06

new media to become

3:07

household name in beauty and skyn

3:10

kids she was collaborate leave

3:11

side her equally impressive

3:14

entrepreneur husband michael is the founder

3:16

of podcast conglomerate d media

3:18

which i have a safety podcast fronted

3:21

by top tier names in various industries

3:23

the media has amassed more than sixteen

3:26

million

3:26

follow as across all social channels

3:28

and incorporates a three hundred and sixty degree

3:31

business model the husband and wife

3:33

you're a taking them media empire

3:35

to new heights and a here to share

3:37

how they built to largely

3:39

impactful brands from the ground up

3:42

please welcome to the podcast michael

3:44

bostic and lorne if it's bostic

3:49

the first question i ask everyone that comes

3:51

on his how did you get your job

3:53

i k how'd you find yourself doing

3:55

the work you doing today

3:56

oh my gosh i'm i

3:59

was

3:59

attending college and

4:02

i was asked to join a sorority it

4:04

i was very very broke and

4:06

they told me it was eight hundred dollars to join

4:08

authority and i quit the day

4:10

of i did not have that money

4:12

then i saw white space

4:15

this is this is thirteen years ago i said

4:17

okay how can i create better but

4:19

do with a mine and do it better and do are free

4:22

the and at the time of bloggers were

4:24

blogging about what they were wearing and

4:26

their nail polish color and their mascara

4:29

brands and i was like wait how

4:31

can i do this and not just naked about me

4:33

how can i make it about other people's

4:35

to i want their secrets and tips on

4:37

the blog that have a skinny confidential

4:39

is born michael at the

4:41

time he can go into his story was doing

4:44

something completely different than the digital

4:46

online space i launched

4:48

the blog and did not make a dime for

4:50

three years and blog seven days a week

4:53

after three years it's it's start people

4:55

started to really notice say and

4:57

it it became a very well

5:00

known blog then as i

5:02

went on and we can get into this i

5:04

started to see that the audiences

5:06

craving more intimacy and so did michael

5:08

and so you were drunk in cabo

5:10

off margarita ginger margarita as

5:13

and he said let's launch a podcast and

5:15

as the from there you know herndon

5:17

and to book hernan

5:20

a product line and we do this podcast

5:22

eight times a month which is really exciting

5:24

and so funny because it's very much

5:26

the slight edge were still interviewing

5:29

other people and telling their stories like

5:32

i did thirteen years ago

5:34

that and i mean i was just talking to some of my partner's

5:36

today know thinking about my resume there's

5:38

really no linear path at the end or

5:40

any reason as to why should be doing what i'm doing

5:42

now we've hosted obviously our podcast

5:44

notice any confidential him in her for

5:47

little over six years have been about five hundred episodes

5:49

with also different walks of life and

5:51

from that podcast on the success we launched

5:54

or i launched his business called your media which is

5:56

probably now the largest female marketplace

5:58

an audio with was your hundred

5:59

wonder

6:00

the umbrella with incubator brand with the best

6:03

it and commerce businesses

6:04

the or it all started from the negative an idea

6:07

which was

6:08

confidential blog back in

6:10

a time when people didn't know if you can monetize

6:12

online before the term in was even existed

6:14

and then doing this podcast as a labor

6:16

of love side hustle a head

6:19

down on those are the grindstone

6:21

then open for the other everyday

6:23

just continue to build and now it's stamps

6:25

some incredible business opportunity such yeah

6:27

and i look it's been crazy what you guys

6:29

have been able to do and like let's

6:31

be honest there's a lot of people to stop podcast

6:34

right is a lot of podcast out they

6:36

even

6:37

i have found a poker swap around

6:40

five years ago said no additional to

6:42

you guys around the same time and

6:45

what a podcast back then and

6:47

now if you look five is why does it

6:49

seems like everyone has a podcast so

6:51

i'd love to know kind of

6:52

how long did it take to get traction

6:54

you're in oh gee bad as

6:57

a long time since you've been in the face

6:59

you understand that being a podcast

7:01

or how is a real a recipe you

7:03

have to have a lot of different elements

7:06

it's not something that is

7:08

why isn't an yet you

7:10

have to blood to listen

7:13

to have to be curious you have to ask interesting

7:15

question

7:16

it can't be a pr

7:19

it's no one no one cares like that's

7:21

boring and has to go deeper you

7:23

have to have guess on the have a story

7:25

the and i also think that you have to be

7:27

outspoken and be able to be vulnerable there's

7:29

a lot of people that i know that are influencers

7:31

that have launched podcast and they're unwilling

7:34

the share their life and i think with

7:36

michael and i are are been

7:39

out of all the things we do with instagram

7:41

and the blog and books and even

7:43

him as a businessman where we thrive

7:45

is over sharing on a mike

7:47

they had your question like how long did it take to pop

7:50

i already know i said in an interesting seat

7:52

were still host to show a times a month of my

7:54

wife and we've met with never missed a week ever

7:56

i think consistency is one of the t formulas

7:58

if you're going to do something like this is you

7:59

but i sit in the see where i'm talking

8:02

to a lot of aspiring purchasers know running

8:04

your media

8:05

i tell them hey if you're jumping in

8:07

because everyone's doing the podcast and

8:09

you think you're going to be the next caller daddy the

8:11

next joe rogan the next whoever

8:14

i doing this for twenty five episodes

8:16

you're sadly mistaken right

8:18

more deny maybe few

8:20

years to really get any kind of notice i mean

8:23

especially in those days when people said what the hell's

8:25

a podcast what are you doing receptor crate videos

8:27

on social showing people that actually had

8:30

a podcast app on their phones or

8:32

what is it the flavor the weekend everyone's talking

8:34

about it but back then

8:35

really kind of thought we're kind of crazy we're

8:38

spending so much time doing this

8:40

you know it's one of those mediums were as it starts

8:42

to catch fire and as she will start to really

8:45

that into the shows on there is exponential

8:47

growth of the people are able to stick to it and actually provide

8:50

valuable content to that and listener yeah

8:52

i'm when did you guys know that you're on

8:54

to something honestly and and does not

8:56

even being arrogant from the very beginning

8:59

a belt

9:01

the been more dot very compelled to

9:03

create in the space i think the reason

9:05

we have the staying power is

9:07

selfishly still to this day we would do this

9:09

podcast for free right when we get to meet so

9:12

many interesting people it's created so

9:14

many opportunities outside of just

9:16

a world of audio and business i'm

9:18

just the people you're me the things you get a word

9:20

though

9:22

i knew

9:23

the all the different hope you can't a bit more integrated

9:25

the businesses that i've been voted the type of engagement

9:28

we were seeing them the people are listening just was

9:30

it was different rightly people are really

9:33

taking to the showed a new okay if we

9:35

could just continue

9:36

you engage with his audience in the way that were doing

9:38

and continued to grow like there's gonna be something

9:41

massive year which i think it's proven sense

9:43

i also think our goal has

9:45

always been built brand it's not

9:47

necessarily like where's the

9:49

money you know a the it that hasn't been our

9:51

intention our intention sensible brand but

9:53

then additionally put the audience or and

9:56

i think she the thing as we

9:59

knew like michael that weren't we were onto something

10:01

and i think it's also people are

10:03

attracted to the him in her perspective

10:06

but also putting the gas on a on a pedestal

10:09

as well like there's something that just really

10:11

work the and

10:13

we really really know who are listener

10:15

and like we could we had

10:17

and tell you lag what

10:20

are listening to for music and a white

10:22

collar their nail polishes like were very

10:24

very in tune with who's listening

10:26

and i think we know who are speaking to and

10:28

had you guys work that out as far as how

10:30

we know who it is yeah like had you

10:32

the out like intimately

10:34

the audience and and your listener so well

10:37

it was built so it's

10:38

started over

10:40

how did ask him in her perspective

10:42

was built by the audience

10:43

the altering and shit and you know asking the

10:45

questions that they wanted answered by us you know how to

10:48

be in a great relationship you know how to take care of yourself

10:50

how you build it online business how do you scaled

10:52

up business

10:53

it really started with us providing

10:55

the content not necessarily from what we wanted to

10:57

talk about the what from what they wanted us

10:59

to talk about and over the years you know

11:01

we've maintained that really close connection

11:03

you know we're not only sharing the podcast

11:05

on the audio channels but we're going into

11:07

social were showing a newsletter we're seeing what they're

11:09

listening

11:10

we're watching the analytics and saying okay which guess

11:12

do they respond really well two topics which

11:14

categories and giving them more

11:16

of what they're asking for i think so many podcasts

11:19

make a mistake

11:20

where they don't put the audience firstly

11:22

they put themselves first the guess the brand

11:24

but we really put the audience versa know that

11:26

by doing so they're going to support us and returned by

11:28

listening and sharing and and growing

11:30

i also think there's something to be said

11:32

to about when i started the

11:34

blog i made a pact to myself to

11:37

respond said all the comments

11:39

for one hour in the morning and one hour

11:41

at night

11:42

and i stood by that for like nine

11:44

years until it stopped working because

11:46

i had said i had to say

11:48

no more instead of yes and

11:50

so i kind of i kind of just took a

11:52

little bit of a step back and i did a half an hour

11:54

in the morning and a half an hour at night

11:56

and i still do that to say

11:58

thirteen years later and lama like this

12:00

direct connection with

12:03

them because i'm able to like tax and

12:05

the i'm and the email and engaging

12:07

facebook groups or whatever it is and really

12:10

really talk to who's listening

12:12

and and it's the i can't

12:14

think of a lot of times and spree

12:16

or you've had access to

12:18

literally the person who's consuming

12:21

your content on such a massive

12:23

sale

12:24

that's special

12:26

the

12:27

the the podcast has grown

12:29

and the media network has grown in the podcast

12:31

network is growing like how do you

12:34

find the time to prioritize that

12:36

cause like many many founders

12:38

would carnegie our cable that you know

12:40

ha

12:40

i can do our things that are much more scalable

12:43

i think for a like for me i'm

12:45

i'm number wine a creator and

12:47

i can't create what i want to create

12:49

without the community and so the community

12:51

to me is a priority i

12:54

also think that if you to

12:56

launch product that there's a lot of people that just

12:58

white label products and they don't have an audience

13:01

i prefer to do with the opposite way it's like

13:03

create a community let the community

13:05

build the product make a community driven product

13:08

and then launch it and i think it's to

13:10

sort of flipping the flipping the people

13:12

do things upside down and disrupting the

13:14

state

13:14

the are in terms of scale ability as a founder

13:17

like i actually think a lot of founders make a mistake

13:19

with a get away from the thing that actually makes them

13:21

successful makes them saleable so

13:23

we're getting agreeable

13:25

this show has been

13:28

critical and being able to first

13:30

signed the first handful of shows you know

13:32

more than i sat down at interviewed a bunch of

13:34

the women that we find in the beginning of your media

13:37

in addition that the growth of this

13:39

show has this effect where if

13:41

people know about the skinny confidential and there's a giant

13:43

your media logo on the front of it and it's as your media

13:45

the front and then the other shows

13:47

the network effect that people say okay with

13:49

that show has had some success maybe i need

13:51

to bring my show there are maybe i need to listen to some other

13:53

shows that may have some

13:56

i always feel like they were can and headboard and i

13:58

do the show so consistently not only

13:59

we love it and enjoy it and know continue

14:02

to want to podcast but also

14:04

how does this affect work continues to actually

14:06

benefit the other businesses your media

14:08

that you become an actual product line it gives

14:11

war audience members or talent coming to

14:13

the network more opportunities to invest

14:15

and co invest in branch in kuwait

14:17

it really kind of stems from this thing

14:19

that continues to grow exponentially yeah

14:21

no law gets really clever so impressive

14:24

what you guys have done in the speed and which

14:26

you've done it as well right like an hour

14:28

we say europe it's been a long time

14:30

twelve thirteen years and starting the blog to now

14:32

but still like really

14:34

impressive and and you guys like

14:38

got a massive community so i'd love to

14:40

talk a little bit more about how

14:42

what a similar things you've done to cultivate

14:44

that community so like lauren it sounds

14:46

like you're still very the

14:49

waves with the group in

14:51

which you community yet really in the front

14:53

lines what are the things can

14:55

found this duel people do they are starting

14:57

a podcast

14:58

the are starting a media bring

14:59

the really cultivate a community

15:01

i think that one

15:03

of the things that has worked well

15:05

for i've is can't

15:07

see the lauren average and michael bostic

15:10

show that gets boring if one dimensional

15:12

and so what michael and i have tried to do with your media

15:15

is bring other talent and

15:17

with that have come all different communities

15:20

that you can like sort of like leverage and

15:22

merge together and you can get you know maybe

15:24

we have the bitch bible podcast and we can go

15:26

on her podcast she can come on

15:28

ours and then we can sort of mix community

15:31

is and i think that's really worked well for us

15:33

i think make that i think

15:35

it can get fail when there is an influencer

15:37

but it's just again what she's wearing

15:40

what of what lipstick color it's like you can

15:42

only talk about yourself for so long

15:44

the when we bring people on the podcast we

15:46

can elevate them and showcase let their

15:48

about their story but then with your

15:51

media we can also have the opportunity

15:53

to bring up

15:55

other talon

15:56

not is i think really what

15:58

has been the big

15:59

the difference between

16:01

what we've done it we've been able to like

16:03

really take these podcasts are who are

16:05

just starting your have a real talent and

16:08

pump them out this community that's been really

16:10

reward

16:11

they are you the bar analogy to your browser

16:13

if you're talking it out issue

16:15

lot of young guys go to a bar and they get fascinated

16:17

with you know maybe a girl the pursuing and they say focus

16:20

on out of it all the sentences another pretty girl say

16:22

the right to stop focusing on the one that was interested

16:24

in they go to the next one in the next darwin starts

16:26

to get a little bit interested in and there's another one and they

16:28

got it out

16:29

the people do that and business too much they

16:31

start to develop a customer base or community

16:34

in that community starts to get a little bit vested

16:36

i'm like okay got them

16:37

they were focusing on their military to them

16:39

i gotta go get someone else now i gotta make sure i'm stealing

16:42

and growing that he jumped to another community

16:44

to jump to another customer

16:46

more than i have been very intentional

16:48

or unintentional about

16:50

catering directly to the community

16:52

that's already there and making sure that we're servicing

16:55

them as best we can at all times because

16:57

what they end up doing in this is you know business

17:00

when a one

17:01

what about right they go and say hey i'm

17:03

part of is amazing community that contents are great

17:05

i really respond well to at the other

17:08

the hosts are always getting us what we need and

17:10

they go and share with their friends to share with their friends to show

17:12

that they almost become the marketers

17:14

themselves and i think so many businesses struggle

17:17

with this concept because they start to get somebody

17:19

kind of on the hook or a customer kind of went

17:22

into what they're doing and then they think that

17:24

they don't need to cater to that person you want to jump

17:26

to the next where do you just continue to double

17:28

down and because he deserves that community

17:30

already have they're going to do the work for your skill

17:32

your business way faster than you can still it yourself

17:35

yeah and i love you bring everything a point

17:37

my for am focused

17:39

i'm curious

17:41

when it comes to the talent

17:42

you guys work with

17:44

how do you know unidentified

17:46

talent and the next year

17:49

sharp because you said that it

17:51

sounds like i'm obviously you do the interviews

17:54

with skinny confidential and then

17:56

that's kind of like your bacon and then you you look

17:58

at the analytics but

17:59

that more than that like i'd love to know

18:02

because

18:03

it's not easy to to find

18:05

that next corner

18:07

up and com are up and coming create

18:09

our something someone that people really connect

18:11

with so i'd love to hear little bit more the inner workings

18:13

they're young and more feel free to juggle but

18:15

you know that is

18:17

everly for bring that i think i'm is

18:19

tricky right like i think there is something we

18:21

have to have an inherent i to recognize

18:24

when somebody to talents and i also think distinguishing

18:26

between when somebody to host and when somebody

18:28

is a guest with you know how to lot of people on

18:30

the show is on will make phenomenal guess what they

18:32

don't necessarily make the best home

18:34

i think the best podcast those are the ones

18:37

that are inherently very curious

18:39

they're not the silly so we focus

18:41

on themselves they want to learn and know about

18:44

other people

18:44

i also think that they are able

18:47

to carry a conversation not only on a bike

18:49

but don't care what they have to kind of have that thing

18:51

and also i think now more than ever you

18:53

have to have some kind of expertise or perspective

18:56

i like were more and i started it was a little more

18:58

broad right and i'm sure when he's already be kind of talk

19:00

about a lot of different things have been coming into the space

19:02

now it's competitors it is

19:04

you have to have a point of view you have to have some kind

19:06

of expertise a perspective that doesn't already exist

19:09

it scares me like i said earlier when people

19:11

come down the next joe rogan or the next caller

19:14

daddy or the next

19:15

over at or whatever it is because

19:17

the topic that already exists and it's already

19:19

phenomenal rate

19:21

i want you to be the next in only

19:23

you a website ago so

19:26

you know we have an advantage where we

19:28

have so many shows now we have so much in bout

19:30

of people coming and getting other shows but yeah it is

19:33

it's challenging pick out like

19:34

that person that's going to carry a show who's got

19:36

the great that gonna

19:38

around and and not just do it for two or

19:40

three months but they're going actually carry it for a while as

19:42

it gets hard

19:44

i think you know we've gotten good at doing that when

19:46

i say we it's not just me anymore right like i've got

19:48

a phenomenal team of

19:50

women and men that are really good at identifying

19:52

what they're looking for and the last thing i'll say

19:55

guaranteed to the audience were looking all

19:57

the times

19:58

what do you want to hear more of

19:59

the pioneered show is there a crater you're really fired

20:02

up about sometimes will approach somebody that doesn't even

20:04

think they wanted your podcast people on the network

20:06

or same okay really wish though in so

20:08

another show and will approach of they wouldn't we created israel

20:10

and that entrepreneurial

20:12

another thing

20:14

if you wanna get into the space

20:16

i think you have to really

20:18

were it refine the reason an intention

20:20

of why you're getting into it if you're getting

20:23

into the space to make money it's not

20:25

the right space and i said this about blogging

20:27

thirteen years

20:28

the of that the only reason

20:29

i'm corey making money state

20:31

guess that's the main reason that you

20:33

are wanting to launch a podcast

20:36

is to monetize i would say go back

20:38

to the drawing board and and redefine your

20:40

intention you

20:42

know what and with blogging i remember ever was jumping

20:45

in but like people were like why am i not making money

20:47

after my thoughts on how it works

20:49

like i said i didn't make money for three years we

20:51

didn't make money with our podcast for how long

20:53

two years middle and they will we started making

20:55

money in the third year was it was not the

20:57

image we the it was still very much a fight off

20:59

of don't quit your day job typing

21:01

right and so it's like a you really have

21:03

to refine the intention of why you're getting into the face

21:05

to begin with and of it's just for money this

21:07

is not this is not a get rich

21:09

quick scheme where

21:11

remember when i explored it with some like

21:14

the south company

21:15

even if you get your ten twenty thousand

21:18

downloads in episode which

21:20

like the top zero point

21:22

zero one percent

21:24

you don't make much money

21:26

he had to do something

21:27

right a bully massive to be able

21:29

to make it work for a monetization

21:31

perspective sorry the are

21:33

really resonate with that

21:35

i'm i'm curious around your guy strike

21:38

right like it or someone for looking

21:40

from the outside you got over one hundred sure

21:42

is now in your network like

21:44

anywhere to so much so many different talents

21:48

walk on strike right the have can you can you

21:50

share that around like just for again

21:53

your yeah i mean

21:55

i think we do a good job of

21:57

we've learned as over the years in the beginning at

21:59

all

22:00

personally like not everyone worked and

22:02

again like

22:04

that you know we can we had some great success

22:06

i think we realize that not everybody was gonna

22:08

and i hit that stride as quickly

22:11

we also you know had spent a lotta

22:13

time of the space and saw kind of those diamonds in

22:15

the rough saw the people that maybe we're being represented

22:18

right work be positioned right rebel

22:20

to take them as a okay like let's do right by you

22:22

and in monetize your show

22:23

in addition to that now i mean we are

22:25

parameters of is a network of still

22:27

we say okay

22:29

most likely you're coming with some kind of preexisting

22:31

brand most likely you had from kind of

22:33

respect for authority we also because

22:35

we're such a large network know that we can position

22:38

and give left to show so

22:39

you mentioned or somebody podcast not a good thing

22:42

about humming

22:43

harper like your media

22:45

there we find a new show all of the listeners

22:47

on all of the show see hey there's a new show

22:49

there's probably a reason we selected that show so we can

22:51

give them a pretty significant left

22:53

right away just because

22:55

the audience what he lives here we either it

22:57

doesn't always work out i don't know the exact percentage

22:59

we've gotten better over the years of saying okay if we're

23:01

signing them and producing this joe and putting

23:04

on a network is probably a good chance that

23:06

we already

23:07

don't want to do diligence and firmly believe

23:09

that there's going to be no a successor

23:12

but when it doesn't work out you know

23:15

we have to part ways we have to you know kind of

23:17

the down to tell it as the hey you know this is not

23:20

a successful endeavor for either of us but

23:22

it's not a like a try

23:23

what happens like

23:25

when it doesn't work out i'm curious some

23:28

q sometimes

23:30

they're working with talent you you

23:32

boost the mob

23:33

they're not that i need you anymore

23:36

i had he never got that

23:38

the are so i think so here's the other thing

23:40

the cardboard and i guess where the talent

23:42

chart sometimes of a particular my executive

23:44

had off i always

23:46

i think of your media

23:48

the always think of the company we have to be of

23:50

value our to whatever the tones and we have to be

23:52

in a position where were bringing them something so

23:54

valuable and either monetization

23:56

are doesn't are touching and i p or whether it's

23:58

production or caught it wherever to

24:00

there has to be a reason why they would consider working

24:03

with of if not like hey we want to sign you take

24:05

a bunch of your ad revenue is your to successful know

24:07

we need either add more grow

24:09

the show more create a new opportunities to were

24:11

always that atomizer i'm coming into anything

24:15

though typically like we have a very very high

24:17

retention rate most people stay with us they want to you

24:19

want to continue to sign they want to bring their shows

24:21

your they wanted to be in production production

24:24

in partnership with them for a long time because we're we're

24:26

doing that and we built this company to service

24:28

challenging that way because it's what more than i wanted

24:30

it doesn't work

24:32

you know the competitive world out there

24:35

try to take a very professional approach and

24:37

militia down as a here's what we're seeing on the analytics

24:39

years what the effort span here's what we've done

24:42

maybe sometimes it's our fault of we've misjudged that

24:44

we thought the audience would like this kind of show he didn't

24:46

or maybe it on the couch side of do not bring

24:48

the effort or they're just no idea what

24:51

it takes to put into the work to

24:53

put him show

24:54

fortunately like i said we're doing

24:56

a lotta due diligence up front to say is this

24:58

a good fit do we think there's a when here

25:00

and we support us in the right way

25:02

are we bringing of a you opportunity the table

25:04

that doesn't already exist

25:06

the because of that i think we're in a great position

25:08

i think that's why we have some shots

25:10

i'm curious around you talked about audience

25:12

first really focusing

25:15

on the community the brand right

25:18

he didn't do this for money

25:19

what you've done an incredible job of light on the com

25:21

aside to like what was that first product

25:24

and when did you launch it and how did you know

25:26

it was the right

25:26

time for a skinny hundred and so

25:29

we launched our first products year ago

25:32

the and it was something that stemmed

25:34

from the blog and so i got

25:36

her respect john surgery

25:39

where i was put under for ten hours

25:41

they broke my entire face and i was told

25:43

that i would be full and for like a month

25:45

and i was full and for three years though

25:47

i became a practitioner of swelling

25:49

and i really discussed facial

25:51

flowing on the blog all the time

25:54

and i noticed that my community

25:56

was like obsessed with it because people

25:59

later

25:59

all in all the time you're hung over you

26:02

have puffy eyes you go on a plane you get

26:04

past the people are petty and don't was

26:06

taking it had been painting

26:08

the they started really

26:10

diving into how to deal with inflammation

26:13

and flowing

26:14

anna from married started talking about a ten

26:16

dollar amazon april or that was changing

26:18

my life on the sales

26:20

from it like michael said you can see the back

26:22

and i'm talking to my audience that

26:24

weren't like wilde it was like the top selling

26:26

product on the blog the and

26:28

i found a lot of pain points in it as a

26:30

creator and and a practitioner

26:33

of slowing i found all the things that i wanted

26:35

to do differently so i was like okay

26:37

there's a need for this product let's do it

26:39

let's do it better and let's make one for the community

26:42

it took four years to manufacture

26:44

it is i fuller if flag to the ice roller

26:46

on crack leaving home

26:49

guys love ate grandma's loving dog

26:52

love it like it's just it's as everything

26:54

you want to wake up to cause it

26:56

freezes the shit outta your face and makes

26:58

you to site and gets rid of the

27:00

path so that was the first product we launched and

27:03

the reason i tell that backstories because there was so

27:05

much content marketing that went into that

27:07

and there was so much there was a reason

27:10

why launched it and there was also

27:12

a big factor was i didn't just white label

27:14

something again to sell it i made sure

27:17

that the community was involved in everything from

27:19

the texture to the box to the packaging

27:22

and i think the thought that that strategy

27:24

has has worked well to be able

27:26

to involve the audience

27:28

there for four years as a long

27:30

i am i know i had to go back

27:32

and forth you're telling me i was back

27:34

and forth in my think the reason

27:36

you know even if you look at that britain mean the skinny

27:38

confidential brand stands on it's own even outside

27:40

of your media you know as a very successful endeavor

27:43

and cause i think so many creators

27:45

podcast there's people that get into this landscape

27:47

they make a mistake with a goal have an audience no

27:50

no any to just serve them anything when we white label

27:52

something let me just you

27:53

no immerse let me a touch of a bit already

27:55

exist there's no real far as i need to monetize

27:58

i need to get my own products

27:59

the

27:59

the focus again is on you know the

28:02

community what they're asking from your you can create something

28:04

unique way really spend some time developing a genetic

28:06

you can build a really authentic incredible

28:08

com or friend

28:09

guys i hope you're enjoying this episode

28:12

and learning a tongue as

28:14

you know in the series we'd be some of the

28:16

greatest founders of our generation

28:18

to i know how they did it however

28:20

if you think you're starting your

28:22

the business and you want to hear some

28:24

some incredible stories from everyday

28:26

people like you will ice who are

28:28

actually in the trenches only

28:31

be building a business for maybe one year

28:33

or two years like that

28:35

a building right now and the really neat early

28:37

stages but the getting success he

28:39

should com and check out our new podcast

28:42

from zero to sound us hosted by

28:44

our community manager molly slings these

28:46

are in the trenches stories from our very

28:49

own successful students that have

28:51

gone through some of their programs people

28:53

just like you who had deep within

28:55

the process of building their very own

28:57

successful business these are

28:59

the sound as of tomorrow you

29:01

can find the from zero to found a podcast

29:04

on all platforms and

29:06

remember it's sound out with f

29:08

d a r i now simply the show

29:11

then added you

29:12

involves the comedian buxton i mourned

29:14

of a little deeper he is fascinating like four

29:16

years

29:17

the watch any commerce product like

29:20

at a long time

29:21

it was definitely a long time because

29:23

i've but at the time the blog was like

29:25

ito was excuse and

29:28

are some set seven years and and it was like i

29:30

can't just give them something to the

29:32

sell it had to be right and so the first

29:35

step was identifying that the i fuller

29:37

was one of the number one seller

29:39

on my site and the second fab was

29:41

that

29:42

it wasn't working how i wanted it to work

29:44

and up girls were messaging me saying

29:46

there's were broken and they didn't want to roll plastic

29:49

on their face and all these different things so

29:51

it was essentially like i had this target group

29:54

the talk to every single day mer

29:56

i launched a facebook group that grew to sixty

29:58

thousand women and was able to go

30:00

into that group and actually ask them

30:03

for their opinion the and i

30:05

could do polls and i could show pitcher

30:07

the things i was doing and they gave me feedback

30:09

so

30:10

the time it launched it was like they were

30:12

they had helped build the products so

30:14

there was like

30:15

the very purposeful meaningful

30:18

connection to the products and

30:21

i think that it's done so well over the last

30:23

year because it one it really work

30:25

and here it's it feels like

30:27

something that they were involved in from the start

30:29

you're in a reason you know it took some time it wasn't

30:32

just because we needed to develop that one product

30:34

we also you know we're talking about what else

30:36

they would potentially want your she's got of or one of the

30:38

first

30:39

everything okay so razor should she created the actual

30:41

first female facial shaving cream

30:43

right so going through and seem like what

30:45

else would you want to building this lifestyle

30:47

and kind of

30:48

ritual routine brand

30:51

and then and doing it with the of what they

30:53

would want where the pain was like there's obviously

30:55

other saw is that existed in other razors

30:57

and some of the other product we have coming down there's different

31:00

version of

31:00

keyboard happy them so and i think same

31:03

thing with your media really get with other networks another

31:05

podcast platforms the people what have with wasn't

31:07

servicing either the creators of the communities

31:09

in the right way so i think that it you know real

31:11

tip are aspiring entrepreneurs are founders like

31:14

don't always have to

31:16

read this new shiny thing you could

31:18

take something that exists and is really improve

31:20

the hell out of it and make it better and

31:23

in make it more fit for you know a

31:25

modern age or did you see that all the time nice

31:27

youtube household cleaning supplies issued a baby puppies

31:30

yet at every category as being disrupted

31:32

by people and big companies that have

31:34

been able to pivoted move

31:35

with a new new landscaping the new world that we

31:37

all live

31:38

then i think that's my goal and i try to be as

31:40

disruptors and all the faces that we've gone into

31:42

the blog i was a disruption it was different

31:44

people wanted it was like a resource as opposed

31:46

to all on me the park as we try to

31:49

disrupt that was at him in her perspective

31:51

where we're having taboo conversations

31:53

or nonjudgmental way

31:55

the product it's like how can we disrupt this industry

31:57

i think we try to always look at it through that

32:00

no look

32:02

your you guys have something special ranjit

32:05

execution all the stories you tommy

32:07

executions been on point i'm curious

32:10

one thing haven't gone right so you want

32:12

to say that you days we get more than twenty minutes

32:14

a lot of stuff as a customer

32:15

yeah i mean listen

32:18

i think a lot of saunders especially now in his position

32:20

they get on a leash that fisher the highlight reel that we

32:22

talked about little bit of land or so ago years the great

32:24

thing but you know

32:27

there's been so much i had an agency a two

32:29

thousand and fifteen to poorly crash and burn

32:31

almost put me under you know i started in real estate

32:33

in two thousand and eight talk about the wrong

32:35

your to start in real estate you

32:37

know more and builder and online

32:40

platform that was highly reliant on the way

32:42

she looked in the way she was presenting of and had her face

32:44

broken for three years that was that huge obviously

32:46

disruption in doubt i'm especially if

32:48

you're someone who's putting yourself on camera

32:51

regularly way we got very challenging thing at

32:53

the time to go through when whole life's turned

32:55

over when we started

32:57

the podcast people's like youtube we're

32:59

actually getting ready to greatest video highlight reels highlight think

33:01

it's a lot is gonna and far lot of people because

33:04

we were carrying suitcases and jumping on commercial

33:06

flights and flying to people that were like

33:08

why would i come on the podcast what you live wires

33:11

and shit hanging out all over the subway and all

33:13

of everywhere you know be showing up a little yumi

33:15

quarter people's offices and home so

33:18

you know what it hasn't been an easy road

33:20

and are also in addition to that people forget that

33:23

we started the podcast while we were running

33:25

multiple other businesses

33:27

we started in l a we're we're living in san

33:29

diego so

33:30

there were multiple nights when we would get the

33:32

car together at ten o'clock at night drive

33:34

up to l a or sleep do the

33:37

show drive back to san diego we

33:39

did that for years and making

33:41

no money right so having the

33:43

the great to stick with it even when

33:45

you're not monetizing even when people are

33:48

like what's this medium why would you do

33:50

it a lot of know

33:51

you know bootstraps your media with

33:53

no funding always series a so

33:56

been it's been a journey but

33:59

i think of that

33:59

a total of any entrepreneur any

34:02

aspiring founders listening is that those

34:04

are the year that i think we appreciate the motion

34:06

where we grew the motion like now it's you know it's

34:08

nice and it's rate of a field would be but i

34:10

wouldn't trade the kind of like growth headache years

34:13

ready

34:13

also you know we don't work together

34:15

on a daily basis because he has your media

34:17

i have the same confidential but but podcasting

34:20

with your husband when you start off doing in your closet

34:22

for two years is it's not butterflies

34:25

and rainbows i want to kill you

34:27

it's going to be talking about quickbooks that eleven

34:29

thirty at night it's not

34:30

romantic or glamorous so i think

34:33

there was a lot of sacrifice on a not

34:35

and she'll i think i always say that

34:37

it's like

34:38

though challenging to work with your husband and a half

34:41

he but it's also so rewarding and it is

34:43

and i think that's the same way the business goes it's like

34:45

so challenging on so many different micro

34:48

level but it is rewarding at the end of the

34:50

day in get the execution right a

34:52

old i also think

34:53

the know shut up

34:55

board and i never ever thought there

34:57

was never a moment of

34:58

the that we bought our going to quit or we're not

35:00

going to produce the show like he was

35:02

that wouldn't ever and

35:03

the option to do it was always like this thing

35:05

review he made a decision that no matter

35:07

what we were going to produce a weekly show

35:09

for a minimum of

35:10

that's years every week no matter who's

35:13

listening about how it's growing and i think like because

35:15

we made that decision

35:16

it was really kind of easy to stick with because we made a commitment

35:19

say like okay we're doing this regardless of the commercial

35:21

success or no matter how hard it

35:23

and you guys ever get

35:25

ford with

35:27

the consistency

35:28

and being on that

35:30

the on a content hamster wheel did it

35:32

ever feel like a girl

35:33

and if i get bored

35:35

like you say we're having guess that are too

35:37

similar for me all go out and

35:39

just fucking shock the audience

35:41

so like an example of that would be like

35:43

we were having too many wellness gurus on

35:46

and it was getting like i was like notices boring

35:48

and i know if i'm bored i want to make i want

35:50

to like make sure that we shake it up so we're like

35:53

let's go to the bunny ranch an interview

35:56

that would have anywhere to you know that when you insist

35:58

i very rigid illegal

35:59

oh here in america felt

36:02

the

36:02

like let's go to the biggest legal brothel

36:05

in in the united states and

36:07

less interview the had bunny in

36:09

the room that she performed for sex walk

36:12

then and so we have flew out there

36:14

with like zoom recordings and interviewed her

36:16

and then then if ever i

36:18

ever get bored with the clinton all go when

36:20

all read a book i'm something so

36:23

random and i'll go and someone cm

36:25

that has a hundred followers that wrote the book

36:27

and ask them to come on and just shocked the

36:29

audience with this like random story

36:31

so i think where it can also

36:33

get boring she was that you have celebrity

36:36

the people who are coming in to promote

36:38

a book i've been able to listen

36:41

to have your buck great i have

36:43

i have eyed guy have a book but don't sit

36:45

there and how me why should buy your

36:47

buck it's it's not it's not compelling

36:49

it's not interesting i want to know your story

36:51

and when they bring their pr people

36:54

in and they they give you talking points

36:56

like that doesn't work for so i

36:58

get bored if the content is not a

37:01

a not flamboyant would discuss

37:03

the to the beginning right when i said

37:06

we would do this for free and we enjoy the

37:08

medium and it's not even about the commercial success

37:10

rate like the reason we chose this new i

37:12

think this is important for any crater any entrepreneur

37:15

if you don't truly enjoy what you're working

37:17

on what you're doing what you're creating at are

37:19

you know i'll he said i like a medium fundamental

37:21

level

37:22

they were he beat him to beat him you chose

37:25

yeah you're going to struggle isaac starts to get

37:27

hard right and what

37:29

we did it is it okay we really enjoyed meeting

37:31

all sorts of different people were never going to get tired

37:34

of talking to interesting people if we ever get to that place

37:36

like there's a there's a bigger problem

37:38

and with that we've also taken our

37:40

show and and shown or audience

37:42

maybe one day or to finance expert maybe

37:44

it's an entrepreneur maybe what are you going to get a welder

37:46

that every wanted well they're going to be illegal sex worker

37:49

right and mb what's been a while we're going to go and you're

37:51

a subject that you may not think we're going to go

37:53

into in that keeps it fresh for everybody right

37:55

like

37:56

i think we're gonna known as the bag of tricks

37:58

were

37:59

you never kind of know

37:59

what you're gonna get we we talk about or shall i checked metro

38:02

you're reaching what a thing is that a pretzel and all the senate

38:04

the wafer like rebel without

38:06

it keeps it interesting not only

38:08

for us but i think the people listening and it never

38:10

gets returned it were sometimes some of these more for

38:12

about it

38:13

shows or people that think they're going to stick to a formula

38:15

like yeah that's hard to continue to carry forward year

38:17

after year after year now gold

38:19

thank you for sharing for sharing that i'm

38:22

more questions concert be time the work

38:24

towards wrapping up

38:26

really

38:27

the is around these patients pace

38:30

like the fact that you guys

38:32

have been building skinny confidential

38:35

and for so long he didn't launch an ecommerce

38:37

products

38:38

the and that patients i know he

38:40

said product development was four years but still

38:43

like you guys have been so incredibly

38:45

patient and discipline when

38:48

to look to corner

38:50

monetize and and

38:51

in commercialize your your brand assets

38:54

where'd like com from

38:56

were like because so many other creators

38:59

of founders would be so quick

39:01

to corner like the i'm building this bag with

39:04

god you don't have a like it's so tempting

39:06

hiromi like how do you guys been able to manage

39:08

that honestly curious

39:10

what more to disperse but i'll say one

39:13

thing first it hasn't always

39:15

been that way

39:16

right and i think it's important to point that

39:18

out and i and i feel like unfortunately

39:20

patients is a lesson best learned by being

39:22

impatient which i was definitely guilty of earlier

39:24

my career

39:25

it

39:26

you know so many people learned this the hard way because

39:29

again you go make mistakes because you're being impatient

39:31

so for me out of caviar that

39:33

we've been able to or i've been able to be patient

39:35

here because i was not patient previous businesses

39:38

are all elaborate more but more to the beach have been

39:40

a taco how she's been

39:41

i have been patient

39:43

i think because when i launched

39:45

as brands in college i knew

39:47

i wanted to build the brands and i knew that

39:50

didn't happen overnight and i think

39:52

you know you want to build a brand new really have

39:54

to be a visionary and looked down the

39:56

line the like i see

39:58

the spinning confidential

39:59

going on for you know thirty

40:02

years whatever it is

40:04

i'm not i'm not gonna happen with the snap

40:06

of my fingers i try

40:08

it she really really see

40:10

the long term situation

40:12

and i feel like i have so much

40:15

more to do when i haven't even nicht my potential

40:18

not keep me that keeps me

40:20

going and it keeps the patient

40:22

he had the potential that i want to hit

40:24

is going to take a long time

40:26

my personal theory here on patients

40:29

and and you know

40:30

it just to to say that

40:32

i'm a huge believer in really hard

40:34

on people about getting out there and executing you

40:36

know people calories i want to start a business what i

40:38

do i did think about didn't like go lodge thousand

40:41

adjusted upset that eighty thousand times on the show

40:43

more and i are extreme execute years

40:46

micro speed execution but also macro

40:48

patient so i could say hey we want to build

40:51

the premier you know female marketplace

40:53

in audio

40:55

and i wanted to be the largest

40:57

in the space over ten years

40:59

then i can also say i want to move really

41:01

fast on signing premium tell within the next

41:04

three months my team so i don't want to get

41:06

confused by people think you a patient's means you

41:08

have all the time in the world

41:10

still have to execute rapidly and quickly

41:12

and a move with the market

41:14

where you have staying power the way you don't get off

41:17

course is by having long term vision and knowing

41:19

that something is that that's going to be great

41:21

isn't going to happen overnight right it could take

41:23

three four five seven ten fifteen twenty

41:25

years of you look at anything that been rated

41:27

it's mostly taken that time so

41:29

the interview on being

41:31

haitian in the long run an impatient

41:34

in the short run that make sense

41:35

reading auto biographies and biographies

41:38

really helps to have an incredibly successful

41:40

people could you can see in all their

41:42

autobiographies how

41:44

long it takes to build something that as

41:46

that is great like michael fat would have

41:48

thinking yourself hey i have

41:51

like time to build a phenomenal

41:54

business and brand

41:56

that takes a lot of pressure off your shoulders with your

41:58

you're measuring it on your lifetime

41:59

if you tell yourself i have six

42:02

months or two years to build one hundred million dollar

42:04

business

42:05

guess what when you don't do that and six months or two

42:07

years you're gonna be highly discouraging you're probably going

42:09

to quit

42:10

i think it also being realistic and balancing

42:13

some without macro patients with micro speed

42:15

last question and then move to the rapid

42:17

fire

42:19

what's next what's exciting

42:21

for you guys talk about you know

42:24

hi shin shin talk about taking the

42:26

time like what what do you guys excited about what

42:28

we are super passionate as

42:30

a couple as and in investing in

42:32

in brand that we once

42:35

you not only promote but also run

42:37

to the deer media network so we're looking

42:39

at brands that really get their community

42:42

the off as far as skinny confidential

42:45

add another book is coming the

42:48

a baby is coming i'm about to pop

42:50

and literally like nine and

42:52

a half months pregnant with and

42:54

then definitely more

42:57

products that will fit into your

42:59

team so in your mornings

43:01

and in your night seamlessly fit

43:03

into the routine that

43:05

i think that the audience will really love

43:07

and will be involved in trading

43:10

the your media side the i'm in your we're going to continue

43:12

to add the right college and right shows

43:14

as an accent

43:15

we're going to start to see we just launched our first

43:18

year of fiction and a series for been very very

43:20

we want to limit it's years before that called summer

43:22

of gold we have a handful

43:24

the project coming out in the kind of like limited

43:27

narrative fiction space which would be very

43:29

exciting and aforementioned

43:31

the what he would or realizes but your media is

43:33

not only an incubator ran like with

43:36

can be confidential and room or played a

43:38

few others but were a strategic investor anything

43:40

about eleven or twelve businesses now that we've

43:42

rented machine

43:44

starting to take a heavier hand and businesses

43:46

that were incubating watching that makes

43:48

sense for the audience is that we built across the channel

43:51

i never wanted

43:53

limit your media to just being an audio

43:55

network the reason i talk about it as a marketplace

43:57

is that i think it to do much more than just

43:59

great audio

43:59

adrianna getting give a brand

44:01

the want you format very confusing television

44:04

show

44:05

streaming all sorts of different products

44:07

so yeah i mean

44:09

incredible platform that we're fortunate to be

44:11

part of any and i think we're going to start doing a lot more

44:13

then you're in our future if is when you come to

44:15

allay you have to come on on on the podcast

44:17

so you're going to be ago

44:18

autumn it i look

44:20

forward to it nice it's super impressive what

44:23

you guys have done

44:25

they're not gonna move to a rapid fire

44:27

hot seat or the first question

44:29

that i want to ask is if you could go back

44:32

in time and go

44:34

back to the first day that you guys were in business

44:37

the and give yourself one piece of advice

44:39

what would it be why i'd love to you for me but

44:42

me personally this is not blanket

44:44

advice but for me down go to college so

44:46

ways to sign and money

44:48

for me it would be definitely don't chase short

44:50

term money right there was there was times in my

44:52

career where i chased things that you

44:54

know and i hope a lot of the young people less with us

44:57

anything that sounds too good to be true is probably to

44:59

the to be true

45:00

when his work fulfilling

45:02

when i'm creating

45:04

the works for spilling when it's not just about

45:06

yourself when you can provide you

45:08

know some kind of value whether that's to the team

45:10

you're working with the the person that you're you know

45:12

that consuming your content or buying your product like that's

45:15

a feeling i i think

45:16

work out to be a two way street yes you know you

45:19

should be rewarded for your hard work but at the same time

45:21

like you should be putting something out into the world that's

45:23

valuable in helping others

45:24

what's the best piece of advice you've ever

45:27

been given

45:28

i've been thinking about this alive during

45:30

meditating and i think it's probably

45:32

to have a flexible mind

45:35

i got one the at every little we've

45:37

heard something or they've my dad told me a long time

45:39

ago more my lap

45:40

that found the coyotes how much yerevan keeps

45:42

moving which means

45:44

the worry about whether say

45:45

here is your dream podcast

45:48

guess

45:49

god minds minor weird

45:52

i wondered if i mean that are not living

45:53

anymore if i if i if i could go back

45:56

and interview some of these you know people

45:58

like of i could interview getting his car

45:59

margaret interview napoleon if

46:02

i could interview some of these characters adjusted

46:04

while i mean listen we're talking about building

46:06

a podcast company here in her and of beauty

46:08

brand which is impressive but some of these people that lived

46:11

time passed they caught you know they conquered worlds

46:13

and i am i just think getting in the minds of

46:15

people like that that live during those times

46:17

would be absolutely incredible obviously

46:19

not to be able to do that

46:20

i'm gonna say something productive all that i

46:22

just think it would be so major to interview her kris

46:25

jenner i want to know i wanna

46:27

know a the puppeteering that goes

46:29

on behind the scenes

46:30

don't be so puppeteering i never going to

46:32

there

46:33

that to go on

46:35

what something that you've learnt to die

46:38

having they to

46:40

be introspective is the most

46:42

important tool when it comes to business

46:45

as you cannot sit by yourself and be

46:47

quiet the think it's

46:49

gonna be a lot harder to have clarity

46:52

i built in the last year i've

46:54

been meditating and for twenty minutes every

46:56

day and i have built out my business

46:58

for the next ten years do that meditation

47:01

so it's been a really great tool for me

47:03

i think i've learned over the years during the show

47:05

up a lot of empathy for people when we live in a time

47:07

now and obviously it's very divisive and people

47:10

are at each other's throats

47:11

having

47:12

many conversations five hundred or so

47:14

has made me realize that everybody has

47:16

their perspective for a reason whether to their upbringing

47:19

their parents of the place they grew up

47:21

and their financial will be all the things and

47:23

most of these people don't have a perspective

47:26

trying to harm people they have that perspective

47:28

because of all these experiences we

47:30

could sit back and listen more and understand

47:33

at least why somebody came to the conclusion

47:35

fucking door the thought they came to we been

47:37

a much better place as a population

47:40

because like like

47:41

we're not all that different we just have different

47:43

experiences and we come to our conclusions

47:45

in different ways

47:47

last question could have dinner

47:49

with any entrepreneurs dead

47:51

or alive who would have been one

47:54

harley monger

47:55

what we charlie

47:56

and or in buffet if i'm going to be greedy bob

47:59

i don't like with

47:59

the lot of a people like there's a big names

48:02

but

48:02

i think of all rather got would be offering

48:04

on the good ones bass

48:06

maybe you up to nine

48:08

that the catalan

48:08

would you know he's charlie the big inspiration of his

48:11

and many others but i think the way that guy's

48:13

mind works i think he's really figured out

48:15

how to be successful in business

48:17

and in life yeah he's been able to have astronomical

48:19

financial business success while at the

48:22

same time seeming to be well

48:24

grounded happy

48:26

you know healthy all his faults

48:28

hill peaceful so yeah i think i would be a very

48:30

interesting person to sit down and meaning

48:32

teach you how to meditate

48:34

yeah i am i heard about

48:36

in a while before he he blew up on twitter

48:38

we had a meet with mutual friend and

48:40

i yadav the intervene to speak to him he's

48:42

awesome

48:43

he would be great on your podcast

48:46

i agree also maluka

48:49

thank you so much for your time guys will

48:51

wrap their beds are this are this ton of fun

48:53

you guys are awesome

48:54

and dot yeah look for

48:56

the connecting lift our gonna lie

48:58

the shower thank you for raj

49:00

they do and come on if we can ever be helpful

49:03

of with anything you're doing please let us know who

49:05

are the conversation

49:06

hey guys i hope you enjoyed this interview

49:09

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