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1:27

Welcome to the Prodigy Pod's Office Hours. This is

1:29

the part of the show where we answer questions

1:32

about business, big tech, entrepreneurship, and whatever else is

1:34

on your mind. If you'd

1:36

like to submit a question, please

1:38

email a voice recording to officehours

1:40

at profgmedia.com. Again, that's officehours at

1:42

profgmedia.com. First question. Hey, Prodigy.

1:45

This is Barboros from Inkware BC. Thank

1:48

you for all the great work that you do. Also

1:51

raised by a single mom, I admire

1:53

all the conversations that you have, especially the

1:55

ones with Ed and Kara. My

1:57

question is on energy. Seeing large

1:59

companies like Amazon buying a nuclear power

2:01

data center and purchasing them in soft

2:03

vision energy by Microsoft from Sam Altman's

2:06

Helion. I wonder if you think

2:08

we'll transition to nuclear energy in the years

2:10

ahead. What do you think?

2:12

Is nuclear soon or are

2:15

we gonna magically just skip it and get the

2:17

fusion? Again I love the

2:19

podcast. I think you and Heta are sharing

2:21

incredible information here for No Charge and

2:24

of course also looking forward to the launch of Algebra

2:26

of Wealth. Thank you. Barbara

2:29

is from Vancouver. I'm going to Vancouver next

2:31

week. I'm gonna be speaking at TED for

2:33

the first time and I'm excited to not

2:35

only speak at TED, also a little bit

2:37

nervous. One out of about very 150 speaking

2:39

gigs I have a panic

2:42

attack. I can't figure out why. It has something to

2:44

do with size. I mean it might have something to

2:46

do with jet lag. That's not a good sign flying

2:48

into Vancouver. But anyways

2:51

I think this would probably be not be the

2:53

time to have a panic attack during a TED

2:55

talk. My blood pressure is

2:57

going up. Just thinking about Jesus Christ Barbara

3:00

you're making me anxious. Anyways I'm going

3:03

to Vancouver. Look I'm a huge

3:05

fan of nuclear items. More people have died in

3:07

Ted Kennedy's car than in a nuclear power plant.

3:09

I just can't figure out why on earth. We

3:11

could all the nuclear waste that's

3:13

been produced by every nuclear power plant could

3:16

be in a six-foot tall container that would

3:18

cover I think one football field. To

3:20

me it just seems like a no-brainer

3:23

that we should be going hard in

3:25

nuclear. Unfortunately it's really out of vogue.

3:27

We've actually reduced the number of power

3:29

plants in the US. Germany basically shut

3:31

them down. It became very politically incorrect

3:34

and it has been a disaster for us reducing

3:38

our reliance on nuclear.

3:41

So there's a massive I think we're

3:43

gonna turn to all of it.

3:45

I think we're gonna use more fossil fuels. I think

3:47

the price of oil is gonna go up. We're gonna

3:49

have to do all of it. Why? The growing computing

3:51

demand for AI. According to International Energy Agency since 2010

3:54

data centers have used about 1% of the

3:56

world's electricity but a researcher

3:58

at VU University the Amsterdam School of

4:00

Business and Economics says the energy required for global

4:03

data centers could increase by 50% by

4:06

2027 just due to AI. Tech

4:09

companies are also seeking energy solutions to address

4:12

environmental concerns. For example, Amazon has said their

4:14

new data centers are part of a broader

4:16

effort to invest in carbon-free energy, complementing

4:19

its wind and solar projects with nuclear

4:21

energy. Beyond AWS and Microsoft,

4:23

cryptocurrency mining firms are increasingly adopting renewable

4:25

and nuclear energy to reduce their carbon

4:28

footprint, with examples including Aspen Creek's commitment

4:30

to renewables and TeraWolf's nuclear-powered

4:32

mining facility. Look, I'm just a huge

4:34

fan of nuclear, and there seems

4:37

to be a ton of innovation, like little nuclear power

4:39

plants that are the size of a container or a

4:41

semi-truck that can power a small town or city, and

4:43

then nuclear fusion,

4:48

little nuclear backpack can power a

4:50

household. So I think it's really

4:52

exciting, and I think we're going to see a lot

4:54

of it. And energy, I mean,

4:57

when you just think about where AI is headed

4:59

and just the amount of compute and the energy

5:01

it's going to take is just striking.

5:03

It's another reason I just felt pencil-f but

5:25

yeah, I think that you're going to see a ton

5:27

of this kind of innovation. And is it

5:30

going to be nuclear? Is it going to

5:32

be solar? Is it going to be wind?

5:34

Is it going to be thermal? Is it

5:36

going to be coal? Is it going to

5:39

be oil? The answer is yes, all of

5:41

the above. Just like we've

5:43

always figured out, our ability to

5:45

innovate around apps that can soak

5:47

up all the additional power

5:50

offered by additional processing power,

5:52

we will hands down, I

5:54

believe our demand for new sources of energy will outstrip not

5:57

only new sources of energy, but also our ability to build

5:59

a new technology. but our existing sources of

6:01

energy. Quick fact, I didn't know this. Number

6:04

three producer of energy globally

6:06

or fossil fuels is

6:08

Russia to is the kingdom of Saudi

6:11

Arabia. Number one, the good

6:13

old US of A. Anyways, thanks for

6:15

the question, Barbara. Question number

6:17

two. Hi, Senate. Matt here in the

6:19

big fan of your podcast. I followed

6:21

you for a while and one of your

6:23

enduring takes has been that advertising and building

6:25

brand through paid media is a dying business

6:28

strategy outside of some companies seeing hyper growth

6:30

without big media budgets, mainly in the tech

6:32

sector. Most major firms continue to increase budgets

6:34

and those tech companies are now some of

6:36

the biggest advertisers in the world. Even Tesla

6:38

famously a first advertising is now paying for

6:40

media to try to differentiate first the growing

6:42

E. As

6:45

someone who also follows us closely, there's been

6:47

a golden age of advertising effectiveness research from

6:49

professors like Warren Sharp showing the value of

6:51

paid media. I'll be curious

6:53

how much of your successful prof media

6:56

business, prof Q media

6:58

business is supported by advertising. I

7:00

work in a space so I'm obviously biased, but

7:03

curious if you've amended any of your opinions here.

7:05

Thank you for all you do and go Gunners.

7:08

Go Gunners. I love that. Look,

7:10

I make these provocative statements that

7:12

if you're advertising, it means your

7:14

product sucks. And I've also said,

7:16

and this is I think more true, if you constantly are

7:19

having dinner with strangers, it

7:21

means you're selling an undifferentiated product. So if

7:23

you're in the services business and your job

7:25

is to have these full relationships with people,

7:27

it means you're all selling the same damn widget and

7:29

you're dependent upon relationships. One of the things I loved

7:32

about I started a brand strategy firm and

7:34

basically we were good at what we

7:36

did, but there were a lot of good firms out there

7:38

in a brand doing brand strategy. And

7:40

the way we got business is I would

7:42

develop some of these proxy father-son relationships with

7:44

the CMO, the CEO, and I found it

7:47

just fucking exhausting. They were really interesting, wonderful

7:49

men and they were all men. This was in the

7:51

nineties, but I'm an introvert and I just found it

7:54

difficult. I vacationed with clients. I

7:56

mean, it was just so much, but Anyways,

7:59

I do. Advertising a sort of a

8:01

towel. For. A company that does

8:03

never truly differentiate product and I would

8:05

push back at the tech companies. Yeah,

8:08

they advertise a lot, but as a

8:10

percentage of their topline budget, they don't

8:12

and. You. Know net sex uses

8:15

I I met with had fantasy of Netflix

8:17

I said why would you started sex or

8:19

competitor I saw by the way think this

8:21

had partner with an hour from and by

8:23

a hopefully divested tic toc that he said

8:25

now we're sick Talk is free advertising It's

8:27

amazingly good Mr Number of clips and it's

8:29

fantastic marketing for us and they don't spend

8:31

a lot of mouth and gun a marketing

8:33

and. I think the company

8:36

is that the Commons have added my cheryl

8:38

the value over the last ten twenty years

8:40

have a few things in common. one are

8:42

typically our satellite why build a factory when

8:44

you can does design the chip and video

8:46

Why invest in expensive real estate when you

8:49

to discredit platform in takes his air Bnb

8:51

whites by and maintain cars when you can

8:53

just create software of declares ah front of

8:55

them are that super. May. Have.

8:58

Ten. Ever trying revenue streams that are

9:00

more of predictable I day he I'm

9:02

nino a software company but also I

9:04

have found they tend to be less

9:06

reliant on advertising. And the thing about

9:08

advertising one of the reasons Google killed

9:10

a largely kill the out to the

9:12

slab business and I took it as

9:14

Google loses or gains the value of

9:16

I B G W P P. Poobah

9:20

see and Omnicom every day. Those guys

9:22

used to be the Big Swing index

9:24

and now they basically words and they

9:26

begged to the crumbs off. Of the

9:28

Google and Matter cookie if you will,

9:30

is that those companies have difficult times,

9:33

fighting attributes and are building. It's basically

9:35

a other resource to condon. ask your

9:37

ipad, he does all these to one

9:39

place. You should spend more money on

9:41

our advertising, right? And it's kind of

9:43

bullshit. And it's kind of a model

9:45

where the lack of attributes and was

9:47

both as sin and that opportunity in

9:49

a sense of brand building as difficult

9:51

to reverse engineer to specific sales so

9:53

there's been a dearth of it. which

9:55

probably means it's can offer higher ally

9:57

and direct response. Advertising specific.

10:00

The. Matter. And

10:02

alphabet with her. Unbelievable. targeting. I.

10:04

Mean. Why you only

10:06

have seventy percent of your Disney or your budget

10:08

and is a marketing is probably the more. I

10:10

mean every year These him he says take more

10:12

and more share of an industry. Advertising is a

10:14

weird industry. It's always like one and a half

10:17

percent of gdp and doesn't go below that. It

10:19

doesn't go above it's so this is not a

10:21

growth industry, but you have some companies that are

10:23

going twenty and twenty five percent a year. Everyone

10:26

from Matt an alpha to take dogs which

10:28

means they are sucking. Yikes in our the

10:30

room for the other folks. Does that mean

10:32

traditional base advertising and ramblings Gonna go away

10:34

now but it's gonna be a city postal

10:36

worker and vast as you're absolutely in love

10:39

with it or years scaling and have spin

10:41

out the scene of a sponsorship or your

10:43

rounding thirds then by all means say there.

10:45

But if you're younger, don't love it says.

10:48

I just think it's gonna get more and

10:50

more difficult for the traditional. Advertisers

10:53

last brand building complex and this is

10:55

from someone who made a really good

10:57

living preaching about brand. I think things

11:00

have generally chance. I think we've moved

11:02

from a brand era, an enclave of

11:04

a snare up to a supply chain

11:06

or of most of a big gig

11:08

advances and shareholder value in addition to

11:11

being asset live recurring revenue like their

11:13

retirements applied science. So yeah, my brother

11:15

I just and I'm a professor of

11:17

brand strategy. I think the era of

11:19

arms brand. The sun has passed midday

11:22

and Don Draper. Has been drawn and

11:24

quartered thanks to the questions. Were

11:27

what break for Arsenal? Question stay with us.

11:33

Reported as far as comes from grammarly

11:35

isn't It's so frustrating when after read

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someone elses bad writing. isn't things just

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11:41

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11:44

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11:46

after he isn't. Thing says the worse

11:48

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11:50

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11:53

it is absolutely worst. You hear that

11:55

that was read without grammarly. Sloppy writing

11:57

can cause serious issues in the workplace.

12:00

The A misspelling. serious and poorly chosen words

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there and good communication goes completely out the

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North as kladiyo.com/box. Welcome

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back! Question Number three: I

15:39

scott. I'm. Currently finishing up my

15:42

first year at business school and I'm

15:44

starting to think about my summer reading

15:46

less. I'm looking for some advice on

15:48

books are read outside of the a

15:50

sign that since his I've been reading

15:52

and school. what's on your reading last?

15:54

Anything you recommend. Of the

15:56

South. Thank you. So. Funny My producer

15:59

Prince and Bucks. Casinos I don't read a lot

16:01

so I am trying to be more. transfers are going

16:03

on. There are a lot of what limit that's not

16:05

correct. I read a shit ton. I. Don't read

16:07

a lot of books. I wait, I know a

16:09

book as everyone says is amazing and then I'll

16:12

read it wants and I'll highlight stuff. And I

16:14

spent a lot of time on a tasty three

16:16

months area bugs because I tried cement different things

16:18

about the box and make and part of my

16:20

narrative and really learn from them. but I don't

16:22

read a lot of the books in my producer

16:24

thanks. I would like to recommend a You are

16:26

the Way of the champion, Tan, persistence and the

16:28

path Forward by Paul Rebel. I know Paul. Thousand.

16:31

Wonderful guy. I don't know if the books and

16:33

a good but he is a blight. This incredible

16:36

guys History: The Michael Jordan of. Of

16:38

Lacrosse. Kind of the greatest. There's

16:41

a crossfire Everyone according to my producer the

16:43

book as a guide to embodying a winning

16:45

mindset with memorable stories and lessons out of

16:47

a pro in all areas of life and

16:49

sports, business and relationships. He met this guy.

16:51

You don't want to figure out what is

16:53

the secret sauce to be in power able

16:56

his his name is an impressive mounts the

16:58

exit separated Oh my god we haven't talked

17:00

enough about this. How the great rewiring of

17:02

childhood it's causing an epidemic of mental illness

17:04

by Jonathan Hide.and as most influence has gone

17:06

the world, have Kids is a must. Read

17:08

em and stop there because everyone's everyone's already

17:10

bought. His goddamn thing. It's number one on

17:13

every list and the world. I did get

17:15

a book the other day and I've started

17:17

actually reading it which is unusual for me

17:19

and it's called the Age of Revolutions, Progress

17:21

and Backlash from sixteen hundred to the Present

17:24

by Free to Cari As fantastic on board

17:26

is sort of parenting some of reads.leadership's looks,

17:28

some books or time changed my life, The

17:30

Winds of War by Herman work. I'm just

17:32

fascinated World War Two history and a give

17:35

me a perspective for how does brutal and

17:37

importance warriors and has been to safe in

17:39

our societies to that of. The World War

17:41

Two. And traveling on light reading

17:43

for somebody, it's the world according to

17:46

Garp. I just thought it was

17:48

so strange and a gave me an appreciation

17:50

for how. To. Is

17:52

weird and wonderful. People

17:55

are adjusted, dead, people are just so

17:57

fucking strange, and and John Irving kind

17:59

of. In my life I just

18:01

give me an appreciation for the

18:04

eccentricities. Of people are what

18:06

else have I would have? I read recently

18:08

a Sapiens insists that's one of those books

18:10

that I've I read a couple times. Consider

18:12

it as I got so much insight from

18:14

Medicare said management's a theory. Anything from Peter

18:17

Drucker. I loved observations of a bystander. I

18:19

thought that was his Super interesting but this

18:21

is so much could sit out there. What

18:23

else have I read recently that I really.

18:26

Really enjoyed. Oh,

18:29

and another book I've been rereading just because

18:31

I saw the movie Is Down A member

18:33

of It's Releasing Books relied music the ones

18:35

I read in high school, college or kind

18:37

of cement in a My brand and it

18:40

was a ton of good stuff out there

18:42

and let me know it's come up with

18:44

posted and Will Will Ride review on a

18:46

bed with a nice problem now lip smacking

18:48

Read this Summer that's all for This episode

18:50

of He Likes His Made A Question Please

18:52

Email voice recording to Office Hours Prop to

18:54

media.com Again, that's Office Hours at prompted me

18:57

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