From Army Ranger to Building the Internet’s Identity Layer with Blake Hall, Founder & CEO, ID.me

In this episode of TechTables, Joe Toste sits down with Blake Hall, founder and CEO of ID.me, to trace his journey from a third-generation soldier to building one of the most important digital identity companies in the country.

Blake shares the powerful story of his grandfather's heroism at Anzio during World War II, the leadership lessons passed down through his family, and the harrowing experience of leading a reconnaissance platoon in Iraq, including the unforgettable story of his Iraqi interpreter Roy and the multi-year mission to bring Roy's family to safety in America.

The conversation pivots to ID.me, where Blake explains how the company is building the identity layer for the internet through a consumer-controlled digital wallet that goes far beyond payments, enabling privacy-preserving verification for government agencies, healthcare providers, veterans, and more. Blake unpacks the company's culture-first hiring philosophy, screening for immutable character traits like optimism, kindness over niceness, and zero tolerance for toxic behavior.

Finally, Blake shares hard-won lessons from raising over $100 million, including how to structure founding teams, evaluate investor fit, avoid predatory deal terms like liquidation preferences, and determine the right time to start raising capital. He closes with his top book recommendations spanning military leadership, entrepreneurship, and negotiation psychology.

Key takeaways

• Blake's grandfather earned a Bronze Star with Valor at Anzio and passed down leadership rules around humility and seeking out hard assignments that shaped three generations of soldiers.
• The story of Roy, Blake's Iraqi interpreter, illustrates the extraordinary risks local interpreters took and Blake's multi-year commitment to bring Roy's family to the United States after Roy was killed.
• ID.me is building a consumer-controlled digital wallet that acts as the 'identity layer for the internet,' allowing people to prove credentials once and reuse them everywhere with built-in privacy filters.
• ID.me's culture is built around four immutable traits: don't be a jerk, choose kindness over niceness, control your fight-or-flight response, and never hire pessimists.
• Fundraising lessons include timing capital raises around validated experiments, ensuring founding teams have complementary skills and vesting agreements, and avoiding liquidation preference traps that misalign incentives.
• A simple four-question framework for evaluating any business: how many people does it serve, how often, how much do you get paid, and what keeps competitors out.

Highlights

• 2:17 — Blake's grandfather crawls under Nazi machine gun fire at Anzio to earn his Bronze Star with Valor
• 8:34 — The staggering casualty rate of Iraqi interpreters and the promise to bring everyone home
• 14:39 — Blake explains why digital wallets are about far more than payments
• 21:50 — ID.me's core value: 'don't be a jerk' and zero tolerance for toxicity
• 27:51 — Coach K's 'we're gonna win' moment as a model of optimistic leadership
• 42:31 — Why founders should avoid liquidation preference traps when raising capital
• 47:56 — Blake's top book recommendations, from Once an Eagle to Crossing the Chasm

00:00:00 Introduction to Blake Hall and ID.me
00:02:00 Grandfather's Bronze Star at Anzio
00:04:00 Three Family Rules on Leadership
00:06:07 Meeting Roy the Iraqi Interpreter
00:08:34 The Promise to Bring Everyone Home
00:14:30 Introducing ID.me's Mission
00:15:17 Digital Wallets Beyond Payments
00:22:43 Building a Culture That Lasts
00:25:13 Screening for Immutable Character Traits
00:29:52 Coach K and the Power of Belief
00:32:19 When to Start Raising Capital
00:38:08 Pitfalls of Taking Investment
00:42:16 Four Questions to Evaluate a Business
00:47:56 Top Book Recommendations

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State<00:03:30.540> Building<00:03:30.840> a<00:03:31.319> big<00:03:31.440> part<00:03:31.620> of<00:03:31.800> just<00:03:32.159> my<00:03:32.459> experiences<00:03:32.940> with<00:03:33.180> him<00:03:33.360> and<00:03:33.659> I<00:03:34.260> knew<00:03:34.440> that<00:03:34.500> we<00:03:34.620> were<00:03:34.739> going<00:03:34.800> to<00:03:34.860> go<00:03:34.980> to<00:03:35.099> war<00:03:35.280> and<00:03:35.879> so<00:03:36.120> immediately<00:03:36.720> if<00:03:36.959> you're<00:03:37.080> going<00:03:37.200> to<00:03:37.260> go

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that<00:03:44.040> Vanderbilt<00:03:44.580> gave<00:03:44.879> me<00:03:45.000> to<00:03:45.420> uh<00:03:45.540> to<00:03:45.780> be<00:03:45.840> an<00:03:45.959> Army<00:03:46.200> Ranger<00:03:46.440> and<00:03:46.860> and<00:03:47.099> so<00:03:47.400> I<00:03:47.640> finished<00:03:47.819> College<00:03:48.239> in<00:03:48.480> 2004<00:03:49.080> went<00:03:49.560> through<00:03:49.739> Ranger<00:03:49.980> school<00:03:50.280> graduated<00:03:50.879> from<00:03:51.120> there<00:03:51.360> led

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a<00:03:52.200> conventional<00:03:52.799> rifle<00:03:53.459> platoon<00:03:53.819> for<00:03:54.060> five<00:03:54.239> months<00:03:54.599> was<00:03:55.440> selected<00:03:55.860> very<00:03:56.040> early<00:03:56.159> to<00:03:56.459> be<00:03:56.580> a<00:03:56.700> Recon<00:03:57.000> platoon<00:03:57.360> leader<00:03:57.599> so<00:03:57.720> the<00:03:58.019> Battalion<00:03:58.379> Scouts<00:03:58.860> and<00:03:58.980> snipers<00:03:59.400> and<00:04:00.360> then

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and<00:04:08.879> say<00:04:09.060> forget<00:04:09.299> everything<00:04:09.840> that<00:04:10.140> you<00:04:10.260> guys<00:04:10.319> have<00:04:10.500> learned<00:04:10.739> about<00:04:10.920> reconnaissance<00:04:11.700> and<00:04:11.819> precision<00:04:12.120> engagement<00:04:12.540> you're<00:04:12.900> going<00:04:13.019> to<00:04:13.080> be<00:04:13.140> running<00:04:13.260> kill<00:04:13.560> capture<00:04:13.920> missions

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and<00:04:14.939> that's<00:04:15.060> what<00:04:15.239> I<00:04:15.360> did<00:04:15.480> for<00:04:15.659> the<00:04:15.780> next<00:04:15.900> 15<00:04:16.320> months<00:04:18.419> that<00:04:19.139> is<00:04:19.320> a<00:04:19.560> very<00:04:19.799> great<00:04:20.040> and<00:04:20.340> I<00:04:20.459> know<00:04:20.639> very<00:04:21.060> brief<00:04:21.359> summary<00:04:21.720> of<00:04:22.079> all<00:04:22.199> there's<00:04:22.440> a

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lot<00:04:22.680> of<00:04:22.800> details<00:04:23.160> that<00:04:23.280> Encompass<00:04:23.880> that<00:04:24.060> one<00:04:24.479> question<00:04:24.660> that<00:04:24.960> comes<00:04:25.259> to<00:04:25.380> mind<00:04:25.620> just<00:04:26.580> on<00:04:26.759> the<00:04:26.940> family<00:04:27.120> front<00:04:27.419> I<00:04:27.960> mean<00:04:28.080> first<00:04:28.259> off<00:04:28.440> your<00:04:28.680> grandfather's<00:04:29.220> like<00:04:29.340> a<00:04:29.460> total

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Legend<00:04:29.880> good<00:04:30.360> grandfather<00:04:30.780> and<00:04:31.020> dad<00:04:31.259> is<00:04:31.680> there<00:04:31.800> one<00:04:32.100> particular<00:04:32.400> lesson<00:04:32.880> that<00:04:33.000> you're<00:04:33.120> like<00:04:33.240> hey<00:04:33.360> I<00:04:33.540> took<00:04:33.780> this<00:04:33.900> away<00:04:34.020> from<00:04:34.199> my<00:04:34.440> grandfather<00:04:34.860> I<00:04:35.220> took<00:04:35.460> this<00:04:35.520> away<00:04:35.699> from

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first<00:04:44.580> one<00:04:44.759> was<00:04:44.940> I<00:04:45.240> was<00:04:45.419> the<00:04:45.600> first<00:04:45.780> person<00:04:46.080> in<00:04:46.259> my<00:04:46.320> family<00:04:46.500> to<00:04:46.740> be<00:04:47.100> an<00:04:47.280> officer<00:04:47.639> before<00:04:47.880> not<00:04:48.240> having<00:04:48.419> been<00:04:48.660> enlisted<00:04:49.080> and<00:04:49.320> first<00:04:49.919> thing<00:04:50.040> they<00:04:50.160> taught<00:04:50.340> me<00:04:50.460> was<00:04:50.639> never<00:04:50.759> think

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that<00:04:51.120> you're<00:04:51.240> ever<00:04:51.419> better<00:04:51.660> than<00:04:52.199> anyone<00:04:52.500> else<00:04:52.680> or<00:04:53.160> we're<00:04:53.340> gonna<00:04:53.460> kick<00:04:53.759> your<00:04:53.880> butt<00:04:54.180> right<00:04:54.419> so<00:04:54.720> that<00:04:55.320> was<00:04:55.440> number<00:04:55.560> one<00:04:55.800> the<00:04:56.400> second<00:04:56.520> rule<00:04:56.940> was<00:04:57.900> if<00:04:58.500> you<00:04:58.620> have<00:04:58.800> an<00:04:58.979> opportunity

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makes<00:05:07.680> the<00:05:08.160> third<00:05:08.280> one<00:05:08.460> is<00:05:08.639> more<00:05:08.880> specific<00:05:09.120> to<00:05:09.300> my<00:05:09.479> grandfather's<00:05:09.900> experience<00:05:10.199> which<00:05:10.380> is<00:05:10.560> like<00:05:10.680> never<00:05:10.860> let<00:05:11.280> your<00:05:11.460> career<00:05:11.699> get<00:05:11.880> associated<00:05:12.240> with<00:05:12.419> Logistics<00:05:12.900> because

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when<00:05:14.100> he<00:05:14.280> was<00:05:14.340> fighting<00:05:14.639> in<00:05:14.699> the<00:05:14.820> Alps<00:05:15.120> and<00:05:15.479> they<00:05:15.660> had<00:05:15.720> no<00:05:15.840> cold<00:05:15.960> weather<00:05:16.199> gear<00:05:16.620> he<00:05:16.800> he<00:05:17.040> got<00:05:17.220> tasked<00:05:17.580> into<00:05:17.699> detail<00:05:18.000> to<00:05:18.180> go<00:05:18.300> back<00:05:18.360> to<00:05:18.479> the<00:05:18.600> rear<00:05:18.840> and<00:05:18.960> as<00:05:19.080> they<00:05:19.259> went<00:05:19.380> farther

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and<00:05:19.860> farther<00:05:20.160> back<00:05:20.280> he<00:05:20.580> saw<00:05:20.759> folks<00:05:21.060> with<00:05:21.180> the<00:05:21.300> fur<00:05:21.479> line<00:05:21.660> coats<00:05:22.139> and<00:05:22.320> the<00:05:22.740> gloves<00:05:23.220> and<00:05:23.400> like<00:05:23.639> meanwhile<00:05:23.940> the<00:05:24.180> guys<00:05:24.360> that<00:05:24.600> he<00:05:24.780> was<00:05:24.840> fighting<00:05:25.080> with<00:05:25.199> in<00:05:25.380> the<00:05:25.500> trenches<00:05:25.740> and

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the<00:05:26.039> Alps<00:05:26.220> had<00:05:26.460> none<00:05:26.580> of<00:05:26.699> that<00:05:26.820> stuff<00:05:27.000> and<00:05:27.240> we're<00:05:27.360> getting<00:05:27.539> Frost<00:05:27.960> nip<00:05:28.259> and<00:05:28.380> Frostbite<00:05:28.740> so<00:05:29.280> that<00:05:29.699> was<00:05:29.820> more<00:05:29.940> specific<00:05:30.180> but<00:05:30.360> the<00:05:30.479> first<00:05:30.600> two<00:05:30.840> are<00:05:31.680> Universal<00:05:32.100> about<00:05:32.400> humility

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and<00:05:33.479> and<00:05:33.780> also<00:05:34.139> about<00:05:34.259> having<00:05:34.740> the<00:05:35.039> confidence<00:05:35.280> to<00:05:35.639> to<00:05:35.820> go<00:05:36.000> in<00:05:36.120> and<00:05:36.300> to<00:05:36.419> reset<00:05:36.660> a<00:05:36.840> culture<00:05:37.139> and<00:05:37.560> and<00:05:37.740> so<00:05:37.979> I<00:05:38.160> carried<00:05:38.639> those<00:05:38.759> lessons<00:05:39.120> with<00:05:39.300> me<00:05:39.419> throughout<00:05:39.840> my<00:05:40.139> life<00:05:41.280> yeah

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no<00:05:42.240> I<00:05:42.539> love<00:05:42.660> that<00:05:42.780> and<00:05:42.960> that<00:05:43.199> there<00:05:43.440> are<00:05:43.680> a<00:05:43.919> lot<00:05:44.039> of<00:05:44.220> those<00:05:44.400> themes<00:05:44.820> across<00:05:45.360> the<00:05:45.539> podcasts<00:05:46.139> and<00:05:46.380> articles<00:05:46.800> that<00:05:47.220> I<00:05:47.340> really<00:05:47.460> like<00:05:47.639> and<00:05:47.820> I<00:05:47.940> think<00:05:48.060> we<00:05:48.240> just<00:05:48.479> need<00:05:48.660> more<00:05:48.960> of

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think<00:05:57.720> when<00:05:57.960> I<00:05:58.139> think<00:05:58.320> about<00:05:58.580> when<00:05:59.580> I<00:05:59.699> was<00:05:59.820> going<00:06:00.060> across<00:06:00.600> your<00:06:01.020> life<00:06:01.199> in<00:06:01.440> the<00:06:01.620> research<00:06:01.860> during<00:06:02.100> this<00:06:02.400> military<00:06:02.639> period<00:06:04.560> one<00:06:05.400> particular<00:06:06.660> and

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there<00:06:07.199> was<00:06:07.320> a<00:06:07.440> lot<00:06:07.560> it<00:06:07.800> was<00:06:07.979> just<00:06:08.039> I<00:06:08.340> think<00:06:08.460> this<00:06:08.580> is<00:06:08.699> why<00:06:08.820> it<00:06:08.940> was<00:06:09.060> so<00:06:09.180> hard<00:06:09.300> to<00:06:09.419> do<00:06:09.539> this<00:06:09.720> podcast<00:06:09.900> there's<00:06:10.440> just<00:06:10.620> so<00:06:10.800> many<00:06:10.860> things<00:06:11.100> wanted<00:06:11.400> to<00:06:11.639> ask<00:06:11.759> you<00:06:11.940> but<00:06:12.560> one<00:06:13.560> specifically

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was<00:06:14.340> Roy<00:06:14.699> and<00:06:15.479> I<00:06:15.840> know<00:06:15.960> I'm<00:06:16.259> only<00:06:16.440> imagining<00:06:17.100> how<00:06:17.580> hard<00:06:17.880> that<00:06:18.360> period<00:06:18.780> was<00:06:19.919> um<00:06:20.039> and<00:06:20.220> there<00:06:20.400> was<00:06:20.520> I<00:06:20.880> mean<00:06:21.000> there's<00:06:21.120> actually<00:06:21.479> several<00:06:22.080> fantastic

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articles<00:06:23.160> written<00:06:23.759> on<00:06:23.940> this<00:06:24.120> but<00:06:24.479> Roy<00:06:24.840> was<00:06:25.259> your<00:06:26.039> Iraqi<00:06:26.759> translator<00:06:27.479> interpreter<00:06:28.319> he<00:06:29.039> was<00:06:29.160> and<00:06:29.520> his<00:06:29.699> code<00:06:29.940> name<00:06:30.240> was<00:06:31.020> Roy

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his<00:06:32.220> real<00:06:32.520> name<00:06:32.759> which<00:06:32.940> now<00:06:33.120> I<00:06:33.240> think<00:06:33.360> is<00:06:33.479> public<00:06:33.720> is<00:06:34.020> Muhammad<00:06:34.440> and<00:06:35.759> I<00:06:36.360> just<00:06:36.539> want<00:06:36.720> you<00:06:36.900> to<00:06:37.199> kind<00:06:37.259> of<00:06:37.380> maybe<00:06:37.500> tell<00:06:37.800> us<00:06:37.979> around<00:06:38.280> finish<00:06:39.060> your<00:06:39.360> mission<00:06:39.600> and

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I<00:06:40.440> guess<00:06:40.560> how<00:06:40.800> it<00:06:40.979> works<00:06:41.160> from<00:06:41.220> when<00:06:41.400> I<00:06:41.520> was<00:06:41.580> reading<00:06:41.880> is<00:06:42.120> yeah<00:06:42.720> The<00:06:43.259> Interpreter<00:06:43.620> has<00:06:43.860> to<00:06:44.039> spend<00:06:44.400> a<00:06:45.000> year<00:06:45.180> before<00:06:45.960> they<00:06:46.199> can<00:06:46.380> apply<00:06:46.680> for<00:06:46.860> a<00:06:47.039> Visa<00:06:47.400> and<00:06:48.360> then

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you<00:06:48.660> were<00:06:48.840> there<00:06:49.080> I<00:06:49.500> think<00:06:49.620> the<00:06:49.800> period<00:06:50.100> that<00:06:50.340> he<00:06:50.520> jumped<00:06:50.759> in<00:06:50.819> was<00:06:51.060> like<00:06:51.240> there<00:06:51.360> was<00:06:51.539> nine<00:06:51.720> months<00:06:51.960> and<00:06:52.080> so<00:06:52.259> he<00:06:52.380> had<00:06:52.500> three<00:06:52.680> months<00:06:52.919> left<00:06:53.100> and<00:06:53.580> then<00:06:53.699> he<00:06:54.060> joined<00:06:54.360> a<00:06:54.419> new<00:06:54.600> unit

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and<00:06:55.139> then<00:06:55.319> you<00:06:55.440> got<00:06:55.620> an<00:06:55.860> email<00:06:56.699> saying<00:06:57.479> that<00:06:57.900> six<00:06:58.259> troops<00:06:58.740> and<00:06:59.340> and<00:06:59.699> Roy<00:07:00.120> were<00:07:00.600> unfortunately<00:07:01.080> bombed<00:07:01.740> how<00:07:03.780> could

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you<00:07:04.440> just<00:07:04.620> maybe<00:07:04.800> take<00:07:05.039> us<00:07:05.280> through<00:07:05.580> the<00:07:06.120> process<00:07:06.479> of<00:07:07.319> saying<00:07:07.800> hey<00:07:07.979> you<00:07:08.160> know<00:07:08.280> what<00:07:08.400> this<00:07:08.699> mission's<00:07:09.180> not<00:07:09.360> over<00:07:09.600> I<00:07:09.900> actually<00:07:10.080> have<00:07:10.319> one<00:07:10.560> more<00:07:10.740> Mission<00:07:10.979> left<00:07:11.340> and<00:07:11.580> that

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mission<00:07:11.940> is<00:07:12.180> to<00:07:12.360> get<00:07:12.479> this<00:07:12.720> guy's<00:07:13.080> family<00:07:13.259> to<00:07:14.039> the<00:07:14.220> United<00:07:14.340> States<00:07:14.840> yeah<00:07:15.840> sure<00:07:16.199> so<00:07:16.800> just<00:07:17.100> first<00:07:17.340> like<00:07:17.580> a<00:07:17.759> note<00:07:17.940> on<00:07:18.419> interpreters<00:07:19.319> who<00:07:19.740> local<00:07:20.099> Nationals

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who<00:07:21.240> supported<00:07:21.720> our<00:07:21.900> armed<00:07:22.199> forces<00:07:22.440> in<00:07:22.680> both<00:07:22.800> Iraq<00:07:23.160> and<00:07:23.280> Afghanistan<00:07:24.479> and<00:07:24.900> when<00:07:25.080> you<00:07:25.199> do<00:07:25.319> the<00:07:25.440> numbers<00:07:25.620> there's<00:07:26.160> 120<00:07:27.240> 000<00:07:27.360> soldiers<00:07:27.900> give<00:07:28.139> or<00:07:28.319> take<00:07:28.500> or<00:07:28.800> military

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personnel<00:07:29.639> in<00:07:29.819> Iraq<00:07:30.060> have<00:07:30.300> those<00:07:30.539> only<00:07:30.780> about<00:07:30.960> 20<00:07:31.620> 000<00:07:31.740> go<00:07:31.979> out<00:07:32.160> of<00:07:32.280> the<00:07:32.400> base<00:07:32.520> regularly<00:07:33.120> and<00:07:33.360> actually<00:07:33.539> interact<00:07:34.020> and<00:07:34.860> so<00:07:35.039> in<00:07:35.160> my<00:07:35.340> unit<00:07:35.460> where<00:07:35.880> I<00:07:36.060> had<00:07:36.180> with<00:07:36.419> attachments

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what<00:08:13.199> the<00:08:13.319> interpreters<00:08:13.919> risk<00:08:14.220> they<00:08:14.580> had<00:08:14.699> to<00:08:14.819> go<00:08:14.940> back<00:08:15.060> to<00:08:15.180> their<00:08:15.360> families<00:08:15.660> on<00:08:15.960> vacation<00:08:16.319> and<00:08:16.560> stuff<00:08:16.740> and<00:08:16.979> if<00:08:17.160> the<00:08:17.460> insurgents<00:08:17.940> in<00:08:18.120> Al<00:08:18.240> Qaeda<00:08:18.539> saw<00:08:18.840> them<00:08:19.080> coming<00:08:19.800> from

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the<00:08:20.160> base<00:08:20.280> and<00:08:20.520> getting<00:08:20.639> into<00:08:20.819> the<00:08:21.000> cab<00:08:21.180> they<00:08:21.720> wouldn't<00:08:21.840> just<00:08:22.080> execute<00:08:22.500> them<00:08:22.740> they<00:08:22.979> would<00:08:23.099> often<00:08:23.400> execute<00:08:23.759> their<00:08:23.940> families<00:08:24.240> too<00:08:24.479> so<00:08:24.720> just<00:08:24.900> the<00:08:25.080> amount<00:08:25.319> of<00:08:25.379> risk<00:08:25.680> they

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take<00:08:26.220> is<00:08:27.000> really<00:08:27.180> breathtaking<00:08:27.599> they<00:08:28.199> weren't<00:08:28.440> allowed<00:08:28.860> to<00:08:29.099> carry<00:08:29.340> a<00:08:29.580> weapon<00:08:29.879> in<00:08:30.000> combat<00:08:30.360> while<00:08:30.720> serving<00:08:31.139> alongside<00:08:31.620> of<00:08:31.860> us<00:08:31.979> and<00:08:32.339> and<00:08:33.120> so<00:08:33.479> I<00:08:34.080> just

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the<00:08:34.620> casualty<00:08:35.039> rate<00:08:35.159> was<00:08:35.399> unbelievable<00:08:35.820> a<00:08:36.300> few<00:08:36.360> years<00:08:36.539> back<00:08:36.839> of<00:08:37.320> an<00:08:37.560> interpreters<00:08:38.039> that<00:08:38.399> of<00:08:38.580> 22<00:08:38.940> that<00:08:39.180> have<00:08:39.300> been<00:08:39.360> serving<00:08:39.599> with<00:08:39.719> the<00:08:39.839> unit<00:08:40.020> like<00:08:40.260> before<00:08:40.440> us<00:08:40.740> I<00:08:41.039> think

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19<00:08:41.279> of<00:08:41.580> 22<00:08:41.880> had<00:08:42.120> been<00:08:42.240> executed<00:08:42.719> over<00:08:42.959> a<00:08:43.140> 24-month<00:08:43.740> period<00:08:44.039> from<00:08:44.760> the<00:08:44.940> files<00:08:45.240> that<00:08:45.360> we<00:08:45.480> were<00:08:45.600> reviewing<00:08:46.980> so<00:08:47.580> when<00:08:47.820> I<00:08:47.940> saw<00:08:48.120> Roy<00:08:48.420> I<00:08:48.899> mean<00:08:48.959> he<00:08:49.200> looked

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you<00:08:50.040> just<00:08:50.339> tell<00:08:50.459> when<00:08:50.640> you<00:08:50.820> first<00:08:50.880> looked<00:08:51.120> at<00:08:51.180> him<00:08:51.300> he'd<00:08:51.480> never<00:08:51.600> shaved<00:08:51.899> before<00:08:52.019> in<00:08:52.140> his<00:08:52.320> life<00:08:52.440> and<00:08:52.680> from<00:08:52.920> there<00:08:53.100> I<00:08:53.279> was<00:08:53.399> like<00:08:53.700> oh<00:08:54.120> my<00:08:54.300> goodness<00:08:54.540> who<00:08:54.839> is<00:08:55.019> this<00:08:55.140> who<00:08:55.440> is<00:08:55.560> this

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like<00:08:55.800> little<00:08:55.920> bees<00:08:56.279> out<00:08:56.399> with<00:08:56.700> my<00:08:57.360> Scouts<00:08:57.720> snipers<00:08:58.200> and<00:08:58.320> I<00:08:58.440> like<00:08:58.560> to<00:08:58.800> say<00:08:58.920> he<00:08:59.040> looked<00:08:59.459> like<00:08:59.580> a<00:08:59.640> water<00:08:59.760> boy<00:09:00.000> for<00:09:00.240> a<00:09:00.300> varsity<00:09:00.600> sports<00:09:00.839> team<00:09:01.140> but<00:09:01.680> just<00:09:02.580> had<00:09:03.060> that<00:09:03.300> he<00:09:03.839> was

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lieutenant<00:09:09.540> and<00:09:10.200> just<00:09:10.380> that<00:09:10.560> little<00:09:10.740> sign<00:09:10.980> of<00:09:11.220> like<00:09:11.399> respect<00:09:11.760> and<00:09:11.880> deference<00:09:12.300> was<00:09:12.660> endearing<00:09:13.200> and<00:09:13.560> he<00:09:13.800> was<00:09:14.040> so<00:09:14.459> brave<00:09:14.760> and<00:09:15.180> so<00:09:15.360> good<00:09:16.740> um<00:09:16.800> but<00:09:16.980> you<00:09:17.040> had<00:09:17.160> to<00:09:17.279> serve

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a<00:09:17.640> year<00:09:17.760> and<00:09:18.000> he<00:09:18.240> joined<00:09:18.540> us<00:09:18.660> when<00:09:18.959> we<00:09:19.140> had<00:09:19.380> gone<00:09:19.620> down<00:09:19.800> to<00:09:19.920> Baghdad<00:09:20.279> during<00:09:20.640> The<00:09:20.880> Surge<00:09:21.180> and<00:09:21.360> fought<00:09:21.660> all<00:09:22.019> throughout<00:09:22.260> that<00:09:22.440> City<00:09:22.560> went<00:09:22.920> down<00:09:23.100> to<00:09:23.279> karbala<00:09:23.820> to<00:09:24.000> hunt<00:09:24.360> some

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now<00:09:31.260> he<00:09:31.500> goes<00:09:31.740> when<00:09:31.860> you<00:09:31.980> get<00:09:32.100> back<00:09:32.279> home<00:09:32.459> and<00:09:32.820> you<00:09:33.600> know<00:09:33.660> you're<00:09:34.019> not<00:09:34.140> around<00:09:34.320> him<00:09:34.560> every<00:09:34.740> day<00:09:34.920> and<00:09:35.160> you're<00:09:35.339> not<00:09:35.459> you're<00:09:35.700> in<00:09:35.880> Iraq<00:09:36.180> you're<00:09:36.360> going<00:09:36.480> to<00:09:36.600> forget<00:09:36.660> about<00:09:36.959> him

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and<00:09:37.560> I<00:09:37.800> think<00:09:37.920> that<00:09:38.100> happens<00:09:38.279> a<00:09:38.519> lot<00:09:38.640> in<00:09:38.760> the<00:09:38.940> other<00:09:39.060> units<00:09:39.360> you're<00:09:39.660> just<00:09:39.839> gonna<00:09:39.959> and<00:09:40.200> I<00:09:40.380> just<00:09:40.680> remember<00:09:40.800> that<00:09:41.459> was<00:09:41.519> a<00:09:41.700> great<00:09:41.760> gift<00:09:42.000> because<00:09:42.240> I<00:09:42.540> love<00:09:42.720> that<00:09:42.899> sniper<00:09:43.260> team

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leader<00:09:43.740> and<00:09:44.279> I<00:09:44.399> was<00:09:44.519> like<00:09:44.580> I'm<00:09:44.760> not<00:09:44.940> gonna<00:09:45.120> forget<00:09:45.360> I<00:09:45.959> was<00:09:46.080> like<00:09:46.200> I've<00:09:46.620> I'm<00:09:47.100> gonna<00:09:47.339> bring<00:09:47.459> all<00:09:47.640> my<00:09:47.820> guys<00:09:47.940> home<00:09:48.180> and<00:09:48.360> I<00:09:48.480> was<00:09:48.600> very<00:09:48.720> blessed<00:09:49.080> to<00:09:49.140> bring<00:09:49.380> all<00:09:49.800> of<00:09:49.920> my<00:09:50.100> soldiers

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home<00:09:50.880> to<00:09:51.180> their<00:09:51.360> families<00:09:51.660> but<00:09:52.019> I<00:09:52.200> had<00:09:52.260> one<00:09:52.380> more<00:09:52.560> to<00:09:52.680> bring<00:09:52.800> back<00:09:52.920> and<00:09:53.100> that<00:09:53.279> was<00:09:53.339> Roy<00:09:53.580> and<00:09:54.420> it<00:09:54.899> felt<00:09:55.140> wrong<00:09:55.260> to<00:09:55.500> leave<00:09:55.620> him<00:09:55.740> he'd<00:09:55.980> only<00:09:56.100> served<00:09:56.459> with<00:09:56.580> us<00:09:56.760> for<00:09:57.180> I<00:09:57.480> think

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join<00:09:58.019> us<00:09:58.140> in<00:09:58.320> December<00:09:59.040> and<00:09:59.279> I<00:09:59.640> was<00:09:59.760> like<00:09:59.880> September<00:10:00.240> of<00:10:00.420> 2007<00:10:01.019> so<00:10:01.320> he'd<00:10:01.500> been<00:10:01.620> with<00:10:01.740> us<00:10:01.860> for<00:10:02.040> about<00:10:02.160> nine<00:10:02.399> months<00:10:02.580> but<00:10:02.700> a<00:10:02.940> few<00:10:03.060> more<00:10:03.180> months<00:10:03.480> ago<00:10:04.500> and<00:10:05.160> the<00:10:05.339> unit<00:10:05.399> that<00:10:05.700> replaced

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us<00:10:06.360> he<00:10:07.260> was<00:10:07.380> just<00:10:07.560> really<00:10:07.740> nervous<00:10:08.100> any<00:10:08.580> new<00:10:08.820> unit<00:10:09.000> they're<00:10:09.240> working<00:10:09.360> out<00:10:09.540> comms<00:10:09.959> issues<00:10:10.260> and<00:10:10.440> tactics<00:10:10.800> they<00:10:11.220> haven't<00:10:11.459> been<00:10:11.820> operating<00:10:12.120> in<00:10:12.360> theater<00:10:12.540> like<00:10:12.959> we<00:10:13.080> had<00:10:13.200> for

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think<00:13:38.940> symbols<00:13:39.540> they're<00:13:39.660> all<00:13:39.839> moving<00:13:40.260> in<00:13:40.320> their<00:13:40.440> own<00:13:40.620> way<00:13:40.800> but<00:13:41.100> that<00:13:41.339> one<00:13:41.519> is<00:13:41.760> just<00:13:42.000> really<00:13:42.240> powerful<00:13:42.600> and<00:13:42.839> to<00:13:43.139> see<00:13:43.260> how<00:13:43.440> it<00:13:43.560> impacts<00:13:43.980> people<00:13:44.160> who<00:13:44.700> had<00:13:45.000> friends<00:13:45.240> that

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were<00:13:45.660> lost<00:13:45.839> over<00:13:46.079> there<00:13:46.260> as<00:13:46.380> they<00:13:46.560> visited<00:13:46.980> it's<00:13:47.339> a<00:13:47.459> really<00:13:47.639> special<00:13:47.880> place<00:13:49.320> yeah<00:13:49.980> no<00:13:50.339> I<00:13:50.519> love<00:13:50.639> that<00:13:50.760> I<00:13:50.940> don't<00:13:51.000> know<00:13:51.120> how<00:13:51.180> I<00:13:51.360> make<00:13:51.480> this<00:13:51.600> transition<00:13:51.899> I'm<00:13:52.260> just<00:13:52.440> gonna<00:13:52.560> have

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is<00:15:34.019> like<00:15:34.139> payment<00:15:34.320> wallets<00:15:34.860> is<00:15:35.100> incredibly<00:15:35.519> short-sighted.<00:15:36.180> We<00:15:36.480> all<00:15:36.600> have<00:15:36.779> physical<00:15:36.959> wallets<00:15:37.440> as<00:15:37.620> consumers,<00:15:38.160> and<00:15:38.880> those<00:15:39.660> wallets<00:15:40.079> can<00:15:40.560> hold<00:15:41.100> a<00:15:41.459> variety<00:15:41.699> of<00:15:41.820> credentials,

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your<00:15:42.600> government<00:15:42.839> photo<00:15:43.380> ID,<00:15:43.680> your<00:15:44.579> payment<00:15:44.760> cards,<00:15:45.300> your<00:15:45.600> loyalty<00:15:46.019> cards.<00:15:46.440> So<00:15:47.040> the<00:15:47.760> notion<00:15:48.000> that<00:15:48.180> like<00:15:48.420> you're<00:15:48.720> a<00:15:48.959> digital<00:15:49.260> representation<00:15:49.860> of<00:15:50.100> your<00:15:50.220> wallet<00:15:50.579> would

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think<00:17:01.380> you're<00:17:01.620> seeing<00:17:01.860> this<00:17:02.040> new<00:17:02.220> class<00:17:02.519> of<00:17:03.319> consumer-centric<00:17:04.319> wallets<00:17:05.100> emerge.<00:17:05.579> Like<00:17:05.880> CLEAR<00:17:06.179> in<00:17:06.480> the<00:17:06.660> airports<00:17:07.140> is<00:17:07.319> very<00:17:07.500> much<00:17:07.679> trying<00:17:07.919> to<00:17:08.100> do<00:17:08.220> the<00:17:08.400> same<00:17:08.520> thing;<00:17:08.699> they

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just<00:17:09.120> started<00:17:09.419> with<00:17:09.540> hardware<00:17:09.860> and<00:17:10.860> the<00:17:11.040> physical<00:17:11.160> channel.<00:17:11.699> Apple<00:17:12.299> Wallet<00:17:12.839> obviously<00:17:13.380> is<00:17:13.559> trying<00:17:13.799> to<00:17:13.919> do<00:17:14.040> this<00:17:14.220> as<00:17:14.400> well.<00:17:14.579> ID.me<00:17:15.360> is<00:17:16.079> unique<00:17:16.679> among<00:17:17.339> these

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digital<00:17:18.354> wallet<00:17:18.650> providers<00:17:18.945> in<00:17:19.241> that<00:17:19.536> we<00:17:19.832> can<00:17:20.127> also<00:17:20.422> directly<00:17:20.718> issue<00:17:21.013> an<00:17:21.309> ID<00:17:21.604> card<00:17:21.900> into<00:17:22.195> our<00:17:22.490> wallet<00:17:22.786> that<00:17:23.081> I<00:17:23.377> think<00:17:23.672> 11<00:17:23.967> federal<00:17:24.263> agencies<00:17:24.558> and<00:17:24.854> 34<00:17:25.149> states<00:17:25.445> recognize<00:17:25.740> as

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legal<00:17:27.179> proof<00:17:27.600> that<00:17:28.260> you<00:17:28.439> are<00:17:28.620> you,<00:17:28.799> in<00:17:29.400> terms<00:17:29.760> almost<00:17:29.880> like<00:17:30.120> the<00:17:30.240> digital<00:17:30.480> equivalent<00:17:30.960> of<00:17:31.440> your<00:17:31.799> state<00:17:32.040> ID<00:17:32.280> or<00:17:32.580> driver's<00:17:33.120> license.<00:17:33.299> And<00:17:34.260> what's<00:17:34.380> really<00:17:34.559> cool<00:17:34.740> is

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So<00:17:51.660> where<00:17:52.080> we<00:17:52.320> get<00:17:52.440> excited<00:17:52.740> about<00:17:52.860> is<00:17:53.039> when<00:17:53.280> we<00:17:53.400> see<00:17:53.580> like<00:17:54.000> in<00:17:54.120> the<00:17:54.240> gig<00:17:54.419> economy,<00:17:54.780> where<00:17:55.080> drivers<00:17:55.500> have<00:17:55.679> to<00:17:55.799> create<00:17:56.039> a<00:17:56.220> login<00:17:56.340> and<00:17:56.700> prove<00:17:56.940> who<00:17:57.059> they<00:17:57.179> are<00:17:57.360> and<00:17:57.600> then<00:17:57.660> go

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through<00:17:57.960> a<00:17:58.140> background<00:17:58.440> screening<00:17:58.860> and<00:17:59.039> driver's<00:17:59.400> record<00:17:59.520> checks.<00:18:00.059> In<00:18:00.840> our<00:18:01.020> model,<00:18:01.200> you<00:18:01.980> would<00:18:02.100> only<00:18:02.220> have<00:18:02.400> to<00:18:02.520> do<00:18:02.700> that<00:18:02.880> once,<00:18:03.360> and<00:18:03.660> then<00:18:03.780> you'd<00:18:03.960> have<00:18:04.080> single<00:18:04.440> sign-on

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apps,<00:18:42.900> but<00:18:43.080> also<00:18:43.320> to<00:18:43.440> log<00:18:43.620> into<00:18:43.799> like<00:18:44.039> insurance<00:18:44.539> companies<00:18:45.539> and<00:18:46.380> healthcare<00:18:47.280> systems,<00:18:48.059> which<00:18:48.360> which<00:18:48.780> maybe<00:18:48.960> one<00:18:49.260> provider<00:18:49.679> needs<00:18:49.980> to<00:18:50.039> interact<00:18:50.280> with<00:18:50.460> a<00:18:50.700> lot

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certainly<00:19:11.220> across<00:19:11.820> civil<00:19:12.059> experiences<00:19:12.539> later<00:19:12.840> as<00:19:13.080> well.<00:19:14.460> Yeah,<00:19:15.240> that<00:19:15.419> is<00:19:15.600> absolutely<00:19:15.840> fantastic.<00:19:16.320> How<00:19:16.740> big<00:19:16.980> do<00:19:17.220> you<00:19:17.340> think<00:19:17.520> the<00:19:18.000> market<00:19:18.240> is?<00:19:19.020> I

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feel<00:19:19.380> like<00:19:19.500> the<00:19:19.679> market<00:19:19.799> has<00:19:20.160> to<00:19:20.340> be,<00:19:21.240> I<00:19:21.600> don't<00:19:21.780> have<00:19:21.960> a<00:19:22.080> word<00:19:22.200> for<00:19:22.380> it.<00:19:22.440> Okay,<00:19:22.559> I'm<00:19:22.799> gonna<00:19:22.919> use<00:19:23.039> ginormous,<00:19:24.840> and<00:19:25.260> there's<00:19:25.440> just<00:19:25.559> so<00:19:25.740> many<00:19:25.860> great<00:19:26.100> use<00:19:26.400> cases<00:19:26.900> across<00:19:27.900> the

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world,<00:19:28.440> yeah,<00:19:28.919> that<00:19:29.340> I<00:19:29.460> think<00:19:29.580> are<00:19:29.760> just<00:19:29.940> absolutely<00:19:30.240> fantastic.<00:19:30.600> I<00:19:30.900> mean,<00:19:32.220> again,<00:19:32.640> just<00:19:33.000> piggybacking<00:19:33.600> off<00:19:33.720> your<00:19:33.840> example,<00:19:34.260> directly<00:19:35.100> issuing<00:19:35.580> an<00:19:35.700> ID<00:19:35.880> into<00:19:36.179> your

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wallet,<00:19:36.660> this<00:19:36.900> is<00:19:36.960> great.<00:19:37.200> My,<00:19:37.620> I<00:19:37.919> lost<00:19:38.100> my<00:19:38.340> wallet,<00:19:38.640> I<00:19:38.760> think,<00:19:38.940> on<00:19:39.059> an<00:19:39.179> airplane<00:19:39.360> some<00:19:39.720> two<00:19:39.960> months<00:19:40.200> ago,<00:19:40.440> and<00:19:41.280> God<00:19:41.760> bless<00:19:42.000> the<00:19:42.419> California<00:19:42.600> DMV,<00:19:43.260> I<00:19:43.559> love<00:19:43.799> them,<00:19:43.919> but<00:19:44.400> it

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utility<00:19:53.100> bill<00:19:53.840> and<00:19:54.919> yeah,<00:19:55.919> and<00:19:56.520> like<00:19:56.820> they<00:19:56.940> didn't<00:19:57.059> take<00:19:57.299> my<00:19:57.419> Verizon<00:19:57.660> cell<00:19:58.140> phone<00:19:58.320> bill,<00:19:58.559> so<00:19:58.919> I<00:19:59.100> had<00:19:59.220> to<00:19:59.340> go<00:19:59.460> find<00:19:59.700> some<00:19:59.820> random<00:20:00.059> stuff.<00:20:00.240> I<00:20:00.480> don't<00:20:00.539> even<00:20:00.660> know,

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yeah,<00:20:01.380> so<00:20:02.039> I'm<00:20:02.280> gonna<00:20:02.460> I'm<00:20:02.880> going<00:20:03.059> to<00:20:03.620> Kinko's,<00:20:04.620> FedEx<00:20:05.220> Kinko's,<00:20:05.760> to<00:20:06.000> print<00:20:06.120> off<00:20:06.299> some<00:20:06.539> stuff<00:20:06.720> just<00:20:07.080> to<00:20:07.200> prove<00:20:08.039> I<00:20:08.520> am<00:20:08.700> who<00:20:08.880> I

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So<00:20:17.700> that's<00:20:18.240> right.<00:20:18.480> Yeah,<00:20:18.720> that's<00:20:19.260> crazy<00:20:19.500> to<00:20:19.740> me,<00:20:19.860> but<00:20:20.400> but<00:20:20.880> that's<00:20:21.600> a<00:20:21.720> different<00:20:21.840> conversation.<00:20:22.260> Uh,<00:20:22.919> so<00:20:23.039> I<00:20:23.160> think<00:20:23.340> there's<00:20:23.520> a<00:20:23.700> lot<00:20:23.880> of<00:20:24.000> really<00:20:24.240> great<00:20:24.660> use<00:20:25.440> cases

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for<00:20:26.820> I<00:20:27.780> I<00:20:28.080> love<00:20:28.320> this<00:20:29.280> not<00:20:30.059> having<00:20:30.299> to<00:20:30.600> do<00:20:30.780> it<00:20:31.020> multiple<00:20:31.620> times,<00:20:31.860> like<00:20:32.340> having<00:20:32.640> this<00:20:32.940> SSO<00:20:33.600> that's<00:20:34.559> set

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up<00:20:35.039> that<00:20:35.460> you're<00:20:35.640> able<00:20:35.940> to<00:20:36.179> access,<00:20:36.440> consent<00:20:37.440> to<00:20:37.620> release,<00:20:37.740> like<00:20:38.039> I<00:20:38.280> think<00:20:38.460> that's<00:20:39.600> absolutely<00:20:40.260> fantastic.<00:20:40.679> But<00:20:41.100> I<00:20:41.340> don't<00:20:41.460> tell<00:20:41.700> you<00:20:41.760> that<00:20:41.880> you're<00:20:42.000> the<00:20:42.120> guy<00:20:42.240> running<00:20:42.360> the

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company.<00:20:42.740> I<00:20:43.740> mean,<00:20:43.860> I<00:20:44.039> think,<00:20:44.340> and<00:20:44.880> especially<00:20:45.179> as<00:20:45.360> you<00:20:45.539> learn<00:20:45.780> more<00:20:46.020> about<00:20:46.200> like<00:20:46.559> how<00:20:46.799> data<00:20:47.220> brokers<00:20:47.580> function<00:20:48.000> and<00:20:48.299> how<00:20:48.480> they<00:20:48.600> aggregate<00:20:49.020> your<00:20:49.200> data<00:20:49.500> and<00:20:49.679> they<00:20:49.860> profile

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you<00:20:50.413> and<00:20:50.606> you've<00:20:50.799> never<00:20:50.991> heard<00:20:51.184> of<00:20:51.377> them<00:20:51.570> and<00:20:51.763> you're<00:20:51.956> like,<00:20:52.149> oh<00:20:52.341> my<00:20:52.534> goodness.<00:20:52.727> Our<00:20:52.920> model,<00:20:53.113> and<00:20:53.306> this<00:20:53.499> is<00:20:53.691> why<00:20:53.884> NIST,<00:20:54.077> which<00:20:54.270> is<00:20:54.463> an<00:20:54.656> agency<00:20:54.849> as<00:20:55.041> part<00:20:55.234> of<00:20:55.427> the<00:20:55.620> Department

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of<00:20:56.039> Commerce,<00:20:56.280> we<00:20:56.520> went<00:20:56.700> over<00:20:56.820> five<00:20:57.120> million<00:20:57.419> dollars<00:20:57.600> in<00:20:57.780> grant<00:20:58.080> funding,<00:20:58.440> I<00:20:58.799> think<00:20:58.980> all<00:20:59.100> the<00:20:59.220> way<00:20:59.280> back<00:20:59.400> 2013<00:21:00.000> and<00:21:00.360> 2015,<00:21:00.960> if<00:21:01.320> memory<00:21:01.620> serves,<00:21:02.039> it<00:21:02.340> was<00:21:02.580> to<00:21:02.700> advance<00:21:02.880> this

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like<00:21:19.317> Visa.<00:21:19.615> Like<00:21:19.912> Visa<00:21:20.210> doesn't<00:21:20.507> sell<00:21:20.804> your<00:21:21.102> money.<00:21:21.399> Visa<00:21:21.697> lets<00:21:21.994> a<00:21:22.291> cardholder<00:21:22.589> and<00:21:22.886> a<00:21:23.183> merchant<00:21:23.481> who've<00:21:23.778> never<00:21:24.076> interacted<00:21:24.373> with<00:21:24.670> each<00:21:24.968> other<00:21:25.265> like<00:21:25.563> establish<00:21:25.860> trust

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your<00:21:35.460> digital<00:21:35.700> wallet,<00:21:36.120> just<00:21:36.299> like<00:21:36.480> you<00:21:36.659> decide<00:21:37.020> whether<00:21:37.740> or<00:21:37.860> not<00:21:37.861> you<00:21:38.159> want<00:21:38.220> to<00:21:38.340> take<00:21:38.460> an<00:21:38.580> ID<00:21:38.700> card<00:21:38.940> out<00:21:39.120> of<00:21:39.240> your<00:21:39.299> physical<00:21:39.539> wallet<00:21:40.200> when<00:21:40.559> you<00:21:40.860> know<00:21:40.919> it<00:21:41.159> might<00:21:41.280> benefit

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I<00:22:21.659> remember<00:22:21.780> reading<00:22:22.140> a<00:22:22.320> bunch<00:22:22.440> of<00:22:22.559> of<00:22:22.740> Peter<00:22:23.039> Drucker.<00:22:23.400> Yeah,<00:22:23.520> total<00:22:23.880> legend.<00:22:24.059> He<00:22:24.480> had<00:22:24.600> a<00:22:24.780> great<00:22:24.900> quote:<00:22:25.200> culture<00:22:25.799> eats<00:22:26.039> strategy<00:22:26.640> for<00:22:26.940> breakfast.<00:22:27.179> I<00:22:27.780> really<00:22:27.900> like<00:22:28.140> that.

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I'm<00:22:29.520> just<00:22:29.700> a<00:22:29.820> firm<00:22:30.059> believer<00:22:30.299> if<00:22:30.480> you<00:22:30.600> can't<00:22:30.720> get<00:22:30.900> the<00:22:31.020> people<00:22:31.200> and<00:22:31.620> the<00:22:31.740> culture<00:22:32.039> right,<00:22:32.280> the<00:22:32.880> whole<00:22:33.000> thing<00:22:33.179> is<00:22:33.299> going<00:22:33.419> to<00:22:33.539> sink.<00:22:33.720> So<00:22:34.080> you're<00:22:34.200> I<00:22:34.380> know<00:22:34.500> you're<00:22:34.620> big<00:22:34.799> on<00:22:34.919> culture

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that<00:22:43.422> you<00:22:43.765> like<00:22:44.107> to<00:22:44.450> exude<00:22:44.792> throughout<00:22:45.135> ID.me<00:22:45.477> on<00:22:45.820> culture?<00:22:46.162> Sure.<00:22:46.505> So<00:22:46.847> I<00:22:47.190> think<00:22:47.532> Ken<00:22:47.874> Burns,<00:22:48.217> the<00:22:48.559> documentarian,<00:22:48.902> has<00:22:49.244> this<00:22:49.587> like<00:22:49.929> saying<00:22:50.272> that<00:22:50.614> history<00:22:50.957> doesn't<00:22:51.299> repeat

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itself,<00:22:52.020> but<00:22:52.320> it<00:22:52.440> rhymes.<00:22:52.860> And<00:22:53.159> I<00:22:54.059> think<00:22:54.320> there<00:22:55.320> are<00:22:55.440> also<00:22:55.679> these<00:22:56.280> eternal<00:22:56.580> truths<00:22:57.000> about<00:22:57.179> human<00:22:57.480> nature<00:22:57.900> that<00:22:58.200> once<00:22:58.559> they're<00:22:58.799> expressed<00:22:59.280> one<00:22:59.460> way,<00:23:00.380> manifested

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mentor.<00:23:08.760> They<00:23:09.000> were<00:23:09.120> taking<00:23:09.240> over<00:23:09.419> the<00:23:09.659> world<00:23:09.780> together.<00:23:10.140> So<00:23:10.500> if<00:23:10.679> there's<00:23:11.159> ever<00:23:11.340> a<00:23:11.580> duo<00:23:11.940> where<00:23:12.059> I<00:23:12.240> could<00:23:12.299> just<00:23:12.539> listen<00:23:12.840> to<00:23:13.020> the<00:23:13.200> dinner<00:23:13.320> conversation,<00:23:13.799> that<00:23:14.039> would<00:23:14.220> be

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beliefs<00:23:32.700> and<00:23:33.360> values<00:23:33.900> and<00:23:34.260> habits.<00:23:34.740> And<00:23:35.159> if<00:23:35.340> you<00:23:35.460> want<00:23:35.760> a<00:23:36.299> single<00:23:36.539> tribe,<00:23:36.900> if<00:23:37.080> you<00:23:37.200> will,<00:23:38.039> then<00:23:38.880> you<00:23:39.360> need<00:23:39.539> everyone<00:23:40.080> to

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that<00:23:56.340> you<00:23:56.460> walk<00:23:56.580> into<00:23:56.760> when<00:23:57.000> you<00:23:57.120> walk<00:23:57.240> into<00:23:57.360> Ranger<00:23:57.720> School,<00:23:57.960> and<00:23:58.140> it<00:23:58.260> says,<00:23:58.440> "Not<00:23:58.620> for<00:23:58.860> the<00:23:59.039> weak<00:23:59.220> or<00:23:59.700> faint-hearted."<00:24:00.419> And<00:24:01.140> you<00:24:01.260> know<00:24:01.380> exactly<00:24:01.860> what's<00:24:02.159> going<00:24:02.460> to<00:24:02.580> be<00:24:02.700> brutal.

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brand;<00:24:19.080> it's<00:24:19.500> deliberately<00:24:19.980> exclusive.<00:24:20.580> And<00:24:21.000> so<00:24:21.240> it's<00:24:22.020> really<00:24:22.200> up<00:24:22.320> to<00:24:22.500> the<00:24:22.620> founder<00:24:23.039> to<00:24:23.220> say,<00:24:23.400> what<00:24:24.120> am<00:24:24.299> I<00:24:24.419> trying<00:24:24.600> to<00:24:24.840> do<00:24:24.960> and<00:24:25.140> what<00:24:25.380> is<00:24:25.440> the<00:24:25.559> culture<00:24:25.860> that<00:24:26.100> I'm<00:24:26.220> setting

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here?<00:24:26.640> And<00:24:26.820> to<00:24:27.059> be<00:24:27.179> deliberate<00:24:27.539> about<00:24:27.659> that.<00:24:27.960> Just<00:24:28.320> Ranger<00:24:28.679> School,<00:24:28.919> like<00:24:29.340> it<00:24:29.700> is<00:24:29.880> really<00:24:30.120> hard<00:24:30.419> to<00:24:30.659> do<00:24:30.780> this<00:24:30.960> and<00:24:31.320> to<00:24:31.500> be<00:24:31.620> part<00:24:31.740> of<00:24:31.919> this<00:24:32.039> group,<00:24:32.220> and<00:24:32.460> the<00:24:32.580> standard's<00:24:32.940> not

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like,<00:24:39.960> oh<00:24:40.140> God,<00:24:40.320> ring<00:24:40.740> the<00:24:40.860> bell<00:24:40.980> and<00:24:41.220> out.<00:24:41.640> And<00:24:42.600> so<00:24:42.840> so<00:24:43.679> a<00:24:44.640> lot<00:24:44.700> of<00:24:44.820> it<00:24:44.940> requires<00:24:45.360> self-awareness<00:24:46.020> to<00:24:46.200> say,<00:24:46.320> we're<00:24:46.559> building<00:24:46.799> the<00:24:47.039> identity<00:24:47.400> layer<00:24:47.700> for<00:24:48.000> the

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internet.<00:24:48.360> That's<00:24:48.840> our<00:24:49.020> goal,<00:24:49.320> is<00:24:49.380> to<00:24:49.620> reinvent<00:24:50.159> the<00:24:50.340> way<00:24:50.520> that<00:24:50.760> people<00:24:51.000> prove<00:24:51.539> who<00:24:51.659> they<00:24:51.840> are<00:24:51.960> and<00:24:52.080> how<00:24:52.260> they<00:24:52.380> log<00:24:52.559> into<00:24:52.740> websites.<00:24:53.220> So<00:24:53.340> if<00:24:53.520> we<00:24:53.640> succeed,<00:24:53.880> I<00:24:54.120> want<00:24:54.240> my<00:24:54.419> kids

00:24:54.539 --> 00:25:01.620
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it,<00:25:29.880> there<00:25:30.120> are<00:25:30.299> so<00:25:30.360> many<00:25:30.480> things<00:25:30.600> that<00:25:30.840> I've<00:25:30.960> learned<00:25:31.260> along<00:25:31.440> my<00:25:31.679> career<00:25:32.039> as<00:25:32.159> a<00:25:32.400> leader<00:25:32.640> in<00:25:32.880> that<00:25:33.059> when<00:25:33.360> I<00:25:33.480> think<00:25:33.600> about<00:25:33.779> hires<00:25:34.380> who<00:25:34.559> worked<00:25:34.860> out<00:25:34.919> and<00:25:35.159> became<00:25:35.460> stars<00:25:36.000> and

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and<00:25:43.080> why<00:25:43.200> did<00:25:43.380> that<00:25:43.559> person<00:25:43.740> like<00:25:44.039> not<00:25:44.279> work<00:25:44.460> out?<00:25:44.700> And<00:25:45.000> I<00:25:45.120> think<00:25:45.299> there's<00:25:46.140> some<00:25:46.380> immutable<00:25:46.860> characteristics<00:25:47.700> that<00:25:48.000> you<00:25:48.120> need<00:25:48.240> to<00:25:48.419> screen<00:25:48.659> for.<00:25:48.960> So<00:25:49.500> for<00:25:49.740> instance,<00:25:49.980> our

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00:26:25.380 --> 00:26:32.700
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"We're<00:26:32.820> all<00:26:33.000> dead,<00:26:33.919> there's<00:26:34.919> no<00:26:35.100> way."<00:26:35.279> You're<00:26:35.580> like,<00:26:35.760> "Come<00:26:36.000> on<00:26:36.120> man,<00:26:36.240> look<00:26:36.539> at<00:26:36.659> the<00:26:36.779> duct<00:26:36.900> tape<00:26:37.200> on<00:26:37.320> the<00:26:37.440> scrubber,<00:26:37.980> let's<00:26:38.400> go."<00:26:38.580> And<00:26:38.820> it's<00:26:38.940> all<00:26:39.120> you'll<00:26:39.360> never<00:26:39.480> put<00:26:39.720> the<00:26:39.960> world

00:26:40.260 --> 00:26:46.440
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00:26:46.440 --> 00:26:53.460
quite<00:26:46.797> aware,<00:26:47.154> they're<00:26:47.511> critical<00:26:47.867> thinkers<00:26:48.224> and<00:26:48.581> they're<00:26:48.938> skeptics,<00:26:49.295> that's<00:26:49.652> great,<00:26:50.008> but<00:26:50.365> they're<00:26:50.722> fundamentally<00:26:51.079> can-do<00:26:51.436> positive.<00:26:51.793> Because<00:26:52.149> you<00:26:52.506> don't<00:26:52.863> change<00:26:53.220> the

00:26:53.460 --> 00:27:00.720
world<00:26:53.580> without<00:26:53.940> optimists.<00:26:54.659> And<00:26:54.779> like<00:26:54.960> optimists<00:26:55.440> lift<00:26:55.799> people<00:26:55.980> up<00:26:56.279> and<00:26:56.580> they<00:26:56.700> see<00:26:56.880> the<00:26:57.000> world<00:26:57.179> as<00:26:57.419> glass<00:26:57.600> half<00:26:57.900> full.<00:26:58.140> So<00:26:58.980> critical<00:26:59.340> thinkers<00:26:59.700> who<00:26:59.880> are<00:27:00.000> optimists,<00:27:00.480> and

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you're<00:27:00.840> not<00:27:00.960> going<00:27:01.080> to<00:27:01.200> change<00:27:01.380> those<00:27:01.679> immutable<00:27:02.100> habits.<00:27:02.580> If<00:27:02.700> somebody<00:27:02.880> is<00:27:03.120> approaching<00:27:03.600> you<00:27:03.659> to<00:27:03.779> get<00:27:03.960> hired<00:27:04.260> and<00:27:04.380> they're<00:27:04.559> in<00:27:04.679> their<00:27:04.799> 20s,<00:27:05.220> the<00:27:05.880> habits<00:27:06.240> they've<00:27:06.480> developed

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00:27:13.799 --> 00:27:20.700
and<00:27:14.039> like<00:27:14.220> making<00:27:14.400> other<00:27:14.640> people<00:27:14.940> feel<00:27:15.299> bad?<00:27:15.539> I've<00:27:15.960> got<00:27:16.140> a<00:27:16.260> couch<00:27:16.380> in<00:27:16.559> my<00:27:16.679> office,<00:27:16.799> but<00:27:17.100> that<00:27:17.279> couch<00:27:17.520> is<00:27:17.760> not<00:27:18.000> to<00:27:18.299> change<00:27:18.840> somebody's<00:27:19.500> habits<00:27:19.980> that<00:27:20.159> they've<00:27:20.340> developed

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over<00:27:20.820> a<00:27:21.059> decade.<00:27:21.240> I<00:27:21.419> do<00:27:21.539> not<00:27:21.659> have<00:27:21.900> time<00:27:22.020> for<00:27:22.200> that.<00:27:22.380> So<00:27:22.679> you<00:27:23.159> want<00:27:23.340> to<00:27:23.460> screen<00:27:23.640> for<00:27:23.940> those<00:27:24.120> immutable<00:27:24.659> traits<00:27:25.500> that<00:27:25.740> make<00:27:25.919> for<00:27:26.159> really<00:27:26.340> good<00:27:26.580> teammates.<00:27:27.000> And<00:27:27.779> then<00:27:27.900> once

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you've<00:27:28.320> done<00:27:28.500> that,<00:27:28.740> then<00:27:29.279> the<00:27:29.460> other<00:27:29.640> things,<00:27:29.880> like<00:27:30.240> are<00:27:30.659> you<00:27:30.779> smart<00:27:30.960> enough<00:27:31.140> for<00:27:31.380> this<00:27:31.500> position<00:27:31.740> and<00:27:32.100> do<00:27:32.220> you<00:27:32.340> have<00:27:32.400> the<00:27:32.520> skills<00:27:32.880> for<00:27:33.000> this<00:27:33.179> position,<00:27:33.360> are<00:27:34.320> really<00:27:34.559> the

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critical<00:27:34.980> differentiators.<00:27:35.700> And<00:27:35.880> that's<00:27:36.000> where<00:27:36.179> Google<00:27:36.360> at<00:27:36.539> work<00:27:36.720> has<00:27:36.960> done<00:27:37.140> some<00:27:37.320> great<00:27:37.500> research.<00:27:37.919> And<00:27:38.100> so<00:27:38.279> so<00:27:38.940> I<00:27:39.480> think<00:27:39.600> the<00:27:39.720> manifestation<00:27:40.320> of<00:27:40.500> our<00:27:40.620> culture<00:27:41.039> has

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been<00:27:41.570> about<00:27:41.919> aligning<00:27:42.269> the<00:27:42.618> habits<00:27:42.968> that<00:27:43.317> lead<00:27:43.667> to<00:27:44.017> success<00:27:44.366> and<00:27:44.716> recognition<00:27:45.065> and<00:27:45.415> promotion<00:27:45.764> at<00:27:46.114> ID.me,<00:27:46.463> and<00:27:46.813> then<00:27:47.163> also<00:27:47.512> figuring<00:27:47.862> out<00:27:48.211> what<00:27:48.561> habits<00:27:48.910> are<00:27:49.260> not

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aligned<00:27:49.860> so<00:27:50.039> that<00:27:50.220> we<00:27:50.340> improve<00:27:50.760> our<00:27:50.940> selection<00:27:51.240> and<00:27:51.480> retention<00:27:51.840> process.<00:27:52.440> And<00:27:52.799> if<00:27:52.980> you<00:27:53.100> do<00:27:53.279> that,<00:27:54.000> then<00:27:54.720> the<00:27:55.020> sign<00:27:55.140> is<00:27:55.380> working.<00:27:55.559> It's<00:27:55.799> like<00:27:56.039> when<00:27:56.340> I<00:27:56.520> get<00:27:56.820> like<00:27:57.120> feedback<00:27:57.419> from

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new<00:27:57.779> hires<00:27:58.080> and<00:27:58.200> I'm<00:27:58.320> like,<00:27:58.380> "I've<00:27:58.799> met<00:27:58.980> so<00:27:59.220> many<00:27:59.340> people<00:27:59.460> here<00:27:59.760> and<00:28:00.000> I<00:28:00.539> haven't<00:28:00.659> met<00:28:01.020> a<00:28:01.260> single<00:28:01.500> person<00:28:01.620> yet<00:28:01.919> who's<00:28:02.100> not<00:28:02.340> kind<00:28:02.520> and<00:28:02.880> has<00:28:03.059> been<00:28:03.240> welcoming<00:28:03.600> to<00:28:03.720> me,"<00:28:03.840> and<00:28:03.960> I<00:28:04.140> love

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hearing<00:28:04.679> that.<00:28:04.799> It's<00:28:05.039> not<00:28:05.220> all<00:28:05.400> great,<00:28:05.580> and<00:28:05.880> this<00:28:06.120> you<00:28:06.360> have<00:28:06.480> to<00:28:06.659> sort<00:28:07.020> of<00:28:07.080> pull<00:28:07.380> your<00:28:07.559> weeds<00:28:07.919> and<00:28:08.039> pay<00:28:08.220> attention<00:28:08.460> to<00:28:08.640> your<00:28:08.760> culture<00:28:09.059> to<00:28:09.240> make<00:28:09.360> sure<00:28:09.480> that<00:28:09.659> what<00:28:09.840> is<00:28:09.960> written

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down<00:28:10.380> is<00:28:10.559> lived.<00:28:10.980> But<00:28:11.220> I<00:28:11.640> think<00:28:11.820> we're<00:28:12.000> doing<00:28:12.120> a<00:28:12.299> pretty<00:28:12.480> good<00:28:12.600> job.<00:28:14.039> Yeah,<00:28:14.159> no,<00:28:14.580> I<00:28:14.760> really<00:28:14.880> like<00:28:15.059> that.<00:28:15.240> You've<00:28:15.659> mentioned<00:28:15.900> that<00:28:15.960> a<00:28:16.140> couple<00:28:16.200> times<00:28:16.440> on<00:28:16.860> several<00:28:17.159> podcasts,<00:28:17.820> and

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I<00:28:18.960> think<00:28:19.080> one<00:28:19.260> of<00:28:19.380> the<00:28:19.440> things<00:28:19.559> great<00:28:20.520> leaders<00:28:21.059> do,<00:28:21.600> going<00:28:22.140> back<00:28:22.320> to<00:28:22.440> the<00:28:22.559> optimism,<00:28:22.980> is<00:28:23.340> just<00:28:23.840> they<00:28:24.840> see<00:28:25.580> something<00:28:26.580> in

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that<00:28:27.600> individual<00:28:28.260> before<00:28:29.039> they<00:28:29.700> see<00:28:29.880> it<00:28:30.059> in<00:28:30.240> themselves.<00:28:30.659> I<00:28:31.020> think<00:28:31.140> it's<00:28:31.260> like<00:28:31.440> the<00:28:31.740> supremely<00:28:32.100> optimistic<00:28:33.000> point<00:28:33.480> of<00:28:33.659> view.<00:28:33.779> And<00:28:34.080> I<00:28:34.140> do<00:28:34.260> this<00:28:34.380> with<00:28:34.500> high<00:28:34.679> schoolers<00:28:35.039> like

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all<00:28:35.580> the<00:28:35.760> time.<00:28:35.880> I'm<00:28:36.419> like,<00:28:36.659> sometimes<00:28:37.320> they<00:28:37.440> just<00:28:37.620> walk<00:28:37.679> in<00:28:37.799> the<00:28:37.860> locker<00:28:38.100> room<00:28:38.159> like,<00:28:38.340> "We're<00:28:38.520> gonna<00:28:38.640> lose<00:28:38.820> by<00:28:39.000> 30<00:28:39.179> tonight,"<00:28:39.480> and<00:28:39.779> I'm<00:28:39.900> like,<00:28:40.740> "Okay,<00:28:41.279> no<00:28:41.820> we're<00:28:42.120> not.<00:28:42.299> Let's<00:28:42.480> take

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a<00:28:42.900> step<00:28:43.020> back<00:28:43.260> guys,<00:28:43.559> we're<00:28:43.980> not<00:28:44.159> losing<00:28:44.580> by<00:28:44.820> by<00:28:45.659> 30<00:28:45.900> tonight,<00:28:46.260> okay?"<00:28:46.860> And<00:28:47.700> kind<00:28:48.059> of<00:28:48.120> build<00:28:48.240> up<00:28:48.419> that<00:28:48.600> belief.<00:28:48.960> But<00:28:49.260> yeah,<00:28:49.980> it's<00:28:50.159> a<00:28:50.400> I<00:28:50.640> love<00:28:50.820> working

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with<00:28:51.240> optimists.<00:28:51.779> I<00:28:52.320> am<00:28:53.880> the<00:28:54.360> quintessential<00:28:54.960> optimist,<00:28:55.380> so<00:28:55.740> I<00:28:55.919> totally<00:28:56.279> love<00:28:56.460> that.<00:28:57.240> Yeah,<00:28:57.539> so<00:28:58.320> something<00:28:58.679> that<00:28:58.980> I<00:28:59.159> found

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that<00:28:59.760> great<00:29:00.059> leaders<00:29:00.539> do<00:29:01.080> is<00:29:01.380> on<00:29:01.860> the<00:29:01.980> optimism<00:29:02.400> front<00:29:02.700> is<00:29:03.480> they<00:29:03.900> see<00:29:04.260> the<00:29:04.860> best<00:29:05.100> in<00:29:05.700> others<00:29:06.120> sometimes<00:29:06.539> before<00:29:06.779> they<00:29:07.020> even<00:29:07.200> see<00:29:07.380> it

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in<00:29:07.620> themselves.<00:29:08.039> And<00:29:08.940> I<00:29:09.120> see<00:29:09.240> that<00:29:09.419> with<00:29:09.539> high<00:29:09.720> schoolers<00:29:09.960> all<00:29:10.140> the<00:29:10.260> time.<00:29:10.380> So<00:29:10.559> there's<00:29:10.740> a<00:29:10.860> locker<00:29:11.159> room,<00:29:11.220> it's<00:29:11.400> actually<00:29:11.520> kind<00:29:11.700> of<00:29:11.820> funny,<00:29:11.940> you<00:29:12.299> walk<00:29:12.659> in<00:29:12.779> and<00:29:12.960> they're<00:29:13.080> like,

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"Hey,<00:29:13.440> we're<00:29:13.620> gonna<00:29:13.740> lose<00:29:13.980> by<00:29:14.220> 30<00:29:14.400> points<00:29:14.820> tonight,"<00:29:15.000> and<00:29:15.500> they<00:29:16.500> come<00:29:16.679> back,<00:29:16.860> end<00:29:17.100> up<00:29:17.279> winning,<00:29:17.460> mainly<00:29:18.059> because<00:29:18.299> I<00:29:18.899> refuse,<00:29:19.440> I<00:29:19.799> refuse<00:29:20.100> that<00:29:20.279> mentality<00:29:20.700> of<00:29:20.880> we're<00:29:21.059> gonna<00:29:21.179> go

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by<00:29:21.720> 30<00:29:21.899> tonight.<00:29:22.140> And<00:29:22.740> you<00:29:22.980> kind<00:29:23.159> of<00:29:23.279> you<00:29:24.059> need<00:29:24.360> that<00:29:24.659> culture.<00:29:25.020> And<00:29:25.260> the<00:29:25.440> locker<00:29:25.740> room<00:29:25.860> is<00:29:26.100> a<00:29:26.220> little<00:29:26.340> bit<00:29:26.460> different<00:29:26.640> than<00:29:27.120> I<00:29:27.539> guess<00:29:27.659> than<00:29:27.899> like<00:29:28.080> the<00:29:28.200> work<00:29:28.380> environment

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to<00:29:29.039> some<00:29:29.159> degree.<00:29:29.399> I<00:29:29.580> feel<00:29:29.700> like<00:29:29.820> the<00:29:30.000> locker<00:29:30.299> room,<00:29:30.360> the<00:29:30.539> high<00:29:30.659> school<00:29:30.779> boy<00:29:30.960> is<00:29:31.140> a<00:29:31.320> little<00:29:31.440> more<00:29:31.559> like<00:29:32.179> motivational<00:29:33.200> rah-rah<00:29:34.200> on<00:29:34.559> game<00:29:34.740> day,<00:29:35.039> but<00:29:35.700> kind<00:29:36.360> of<00:29:36.480> same<00:29:36.659> concept

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of<00:29:37.380> we<00:29:37.799> are<00:29:37.980> going<00:29:38.600> to<00:29:39.600> actually<00:29:39.899> believe<00:29:40.260> that<00:29:40.620> we're<00:29:40.740> going<00:29:40.919> to<00:29:40.980> come<00:29:41.100> out<00:29:41.159> here<00:29:41.340> and<00:29:41.460> execute<00:29:41.880> the<00:29:42.000> game<00:29:42.120> plan<00:29:42.419> and<00:29:43.140> we're<00:29:43.320> going<00:29:43.440> to<00:29:43.500> play<00:29:43.620> as<00:29:43.860> a<00:29:44.039> team<00:29:44.240> and<00:29:45.240> no

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one's<00:29:45.779> gonna<00:29:45.899> be<00:29:46.080> a<00:29:46.200> jerk<00:29:46.559> and<00:29:46.980> we're<00:29:47.159> gonna<00:29:47.279> and<00:29:47.760> we're<00:29:47.940> gonna<00:29:48.059> go<00:29:48.179> do<00:29:48.419> this.<00:29:48.600> So<00:29:49.500> yeah,<00:29:49.799> everything<00:29:50.100> that<00:29:50.399> you<00:29:50.520> said<00:29:50.700> right<00:29:50.880> there.<00:29:51.059> And<00:29:51.240> you've<00:29:51.480> mentioned<00:29:51.720> this<00:29:51.840> on<00:29:51.960> actually

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multiple<00:29:52.500> podcasts,<00:29:53.100> and<00:29:53.279> I<00:29:53.520> really<00:29:53.700> love<00:29:53.880> the<00:29:54.059> core<00:29:54.419> values.<00:29:55.880> Yeah,<00:29:56.880> there's<00:29:57.000> great<00:29:57.179> examples<00:29:57.899> of<00:29:58.020> that<00:29:58.140> too.<00:29:58.320> I<00:29:58.500> mean,<00:29:58.620> when<00:29:58.799> when<00:29:59.159> Duke<00:29:59.399> beat<00:29:59.640> the<00:29:59.820> University<00:29:59.940> of<00:30:00.240> Kentucky

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in<00:30:00.646> that<00:30:00.872> classic<00:30:01.099> March<00:30:01.326> Madness<00:30:01.552> matchup<00:30:01.779> that<00:30:02.006> they<00:30:02.232> had<00:30:02.459> together,<00:30:02.686> I<00:30:02.912> mean,<00:30:03.139> the<00:30:03.366> first<00:30:03.592> thing<00:30:03.819> that<00:30:04.046> Coach<00:30:04.272> K<00:30:04.499> did<00:30:04.726> when<00:30:04.952> it<00:30:05.179> was<00:30:05.406> like<00:30:05.632> two<00:30:05.859> seconds<00:30:06.086> left<00:30:06.312> is<00:30:06.539> he

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grabbed<00:30:07.140> all<00:30:07.440> of<00:30:07.559> them.<00:30:07.620> He<00:30:07.860> grabbed<00:30:08.039> Grant<00:30:08.399> Hill<00:30:08.520> and<00:30:08.760> Bobby<00:30:08.880> Hurley<00:30:09.299> and<00:30:09.480> Christian<00:30:09.539> Laettner,<00:30:09.840> and<00:30:10.140> he<00:30:10.260> looked<00:30:10.559> in<00:30:11.100> each<00:30:11.279> of<00:30:11.399> their<00:30:11.520> eyes,<00:30:11.640> he<00:30:11.820> said,<00:30:11.940> "We're<00:30:12.120> gonna<00:30:12.240> win,<00:30:12.539> we're

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gonna<00:30:13.200> win<00:30:13.500> we're<00:30:14.159> gonna<00:30:14.340> win<00:30:15.240> and<00:30:15.720> then<00:30:15.899> he<00:30:16.080> said<00:30:16.200> Grant<00:30:16.500> can<00:30:16.679> you<00:30:16.860> make<00:30:16.980> the<00:30:17.100> pass<00:30:17.279> and<00:30:17.760> Grant<00:30:18.299> said<00:30:18.659> I<00:30:18.840> can<00:30:18.960> make<00:30:19.140> the<00:30:19.260> pass<00:30:19.440> and<00:30:19.799> he<00:30:20.039> was<00:30:20.220> Christian<00:30:20.399> can<00:30:20.640> you<00:30:20.820> make<00:30:20.880> the

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shot<00:30:21.179> and<00:30:21.480> he<00:30:21.659> goes<00:30:21.899> if<00:30:21.960> Grant<00:30:22.200> make<00:30:22.440> the<00:30:22.620> pass<00:30:22.740> I'll<00:30:23.100> make<00:30:23.340> the<00:30:23.460> shot<00:30:23.640> and<00:30:24.000> just<00:30:24.299> great<00:30:24.600> leaders<00:30:25.200> build<00:30:25.860> confidence<00:30:26.460> in<00:30:26.880> you<00:30:27.000> they<00:30:27.360> can't<00:30:27.480> it's<00:30:27.720> a<00:30:27.840> force<00:30:28.080> multiplier

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right<00:30:28.860> they<00:30:29.159> can<00:30:29.279> increase<00:30:29.460> your<00:30:29.880> odds<00:30:30.179> of<00:30:30.539> winning<00:30:30.659> like<00:30:31.080> I<00:30:31.260> think<00:30:31.559> in<00:30:31.679> that<00:30:31.799> scenario<00:30:32.159> like<00:30:32.460> obviously<00:30:32.880> the<00:30:33.059> odds<00:30:33.240> are<00:30:33.360> still<00:30:33.539> stacked<00:30:33.899> against<00:30:33.960> them<00:30:34.260> but<00:30:34.620> he<00:30:35.220> changed

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the<00:30:35.700> probability<00:30:36.120> of<00:30:36.480> success<00:30:36.779> in<00:30:37.080> a<00:30:37.260> meaningful<00:30:37.559> way<00:30:37.880> and<00:30:38.880> that<00:30:39.179> is<00:30:39.299> the<00:30:39.539> job<00:30:39.659> of<00:30:39.899> coaches<00:30:40.380> and<00:30:40.740> of<00:30:40.980> captains<00:30:41.460> of<00:30:41.640> teams<00:30:42.000> is<00:30:42.480> to<00:30:43.320> change<00:30:43.559> the<00:30:44.039> odds

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that<00:30:44.760> that<00:30:45.059> they'll<00:30:45.480> still<00:30:45.600> the<00:30:45.840> team<00:30:46.020> will<00:30:46.200> still<00:30:46.320> go<00:30:46.440> on<00:30:46.620> without<00:30:46.799> you<00:30:47.760> but<00:30:48.299> for<00:30:48.539> your<00:30:48.779> presence<00:30:49.140> and<00:30:49.380> for<00:30:49.559> your<00:30:49.740> leadership<00:30:50.100> qualities<00:30:50.700> the<00:30:51.179> odds<00:30:51.480> of<00:30:51.600> their<00:30:51.779> success

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are<00:30:52.500> better<00:30:52.799> for<00:30:53.220> you<00:30:53.460> being<00:30:53.820> there<00:30:54.120> and<00:30:54.539> that's<00:30:54.779> true<00:30:55.080> for<00:30:55.320> teachers<00:30:55.740> there's<00:30:56.159> so<00:30:56.399> much<00:30:56.580> there's<00:30:57.480> so<00:30:57.659> much<00:30:57.840> of<00:30:58.080> research<00:30:58.500> that<00:30:58.679> shows<00:30:59.039> that<00:30:59.220> just<00:30:59.460> high<00:31:00.000> expectations

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for<00:31:01.020> kids<00:31:01.260> leads<00:31:01.980> to<00:31:02.100> Higher<00:31:02.399> Achievement<00:31:02.820> that<00:31:03.120> when<00:31:03.360> kids<00:31:03.600> feel<00:31:03.840> that<00:31:04.080> confidence<00:31:04.559> and<00:31:04.980> they<00:31:05.100> know<00:31:05.220> that<00:31:05.399> they're<00:31:05.520> held<00:31:05.820> to<00:31:05.880> a<00:31:06.059> higher<00:31:06.360> standard<00:31:06.720> the<00:31:07.200> performance

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classes<00:31:24.120> where<00:31:24.299> teachers<00:31:24.720> did<00:31:25.260> not<00:31:25.440> think<00:31:25.740> that<00:31:25.919> they<00:31:26.039> were<00:31:26.159> on<00:31:26.279> our<00:31:26.460> students<00:31:26.760> and<00:31:26.880> things<00:31:27.059> like<00:31:27.240> that<00:31:27.419> so<00:31:27.720> so<00:31:27.960> it's<00:31:28.320> definitely<00:31:28.679> this<00:31:29.039> like<00:31:29.220> balance<00:31:29.760> of<00:31:29.940> being<00:31:30.120> self-aware

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like<00:31:31.080> understanding<00:31:31.620> what<00:31:32.100> the<00:31:32.220> strengths<00:31:32.580> are<00:31:32.700> of<00:31:32.940> a<00:31:33.120> particular<00:31:33.440> person<00:31:34.440> and<00:31:34.919> then<00:31:35.039> figuring<00:31:35.460> out<00:31:35.640> how<00:31:36.000> to<00:31:36.120> build<00:31:36.299> them<00:31:36.539> up<00:31:36.720> so<00:31:36.899> that<00:31:37.080> they<00:31:37.200> can<00:31:37.320> play<00:31:37.500> to<00:31:37.679> those<00:31:37.860> strengths

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more<00:31:38.399> effectively<00:31:38.820> yep<00:31:39.720> I've<00:31:40.020> got<00:31:40.140> nothing<00:31:40.320> but<00:31:40.620> I<00:31:40.980> love<00:31:41.220> that<00:31:41.399> yep<00:31:41.880> yes<00:31:42.840> that's<00:31:43.260> great<00:31:43.500> okay<00:31:43.860> so<00:31:44.100> now<00:31:44.220> on<00:31:44.399> to<00:31:44.580> your<00:31:44.700> third<00:31:44.880> life<00:31:45.120> that<00:31:45.539> we're<00:31:45.740> that's<00:31:46.740> intertwined

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I<00:31:47.399> guess<00:31:47.460> with<00:31:47.520> the<00:31:47.640> second<00:31:47.700> Second<00:31:48.059> Life<00:31:48.360> why<00:31:48.779> do<00:31:48.960> me<00:31:49.080> but<00:31:49.740> you<00:31:50.340> know<00:31:50.399> I<00:31:50.820> know<00:31:50.940> you're<00:31:51.240> a<00:31:51.419> passionate<00:31:51.899> and<00:31:52.320> passionate<00:31:52.740> about<00:31:52.860> entrepreneurship<00:31:53.460> obviously<00:31:54.120> Big<00:31:54.360> Time

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entrepreneur<00:31:55.279> and<00:31:56.279> I<00:31:56.640> had<00:31:56.760> a<00:31:56.940> similar<00:31:57.299> conversation<00:31:58.080> with<00:31:58.620> Rob<00:31:58.799> lucasio<00:31:59.460> who's<00:31:59.760> the<00:32:00.000> founder<00:32:00.299> and<00:32:00.480> CEO<00:32:01.020> of<00:32:01.740> live<00:32:01.860> person<00:32:02.159> he's<00:32:02.760> also

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it<00:32:11.399> for<00:32:11.520> 25<00:32:11.760> years<00:32:12.299> or<00:32:12.600> something<00:32:12.779> so<00:32:13.320> he<00:32:13.679> was<00:32:13.799> really<00:32:13.919> great<00:32:14.159> but<00:32:14.460> I<00:32:15.000> had<00:32:15.120> a<00:32:15.299> couple<00:32:15.419> questions<00:32:15.840> that<00:32:16.559> I<00:32:16.679> would<00:32:16.799> love<00:32:16.980> to<00:32:17.100> ask<00:32:17.279> you<00:32:17.460> especially<00:32:17.960> lessons<00:32:18.960> that<00:32:19.500> you've

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learned<00:32:20.159> from<00:32:20.520> raising<00:32:21.000> money<00:32:21.240> and<00:32:21.659> building<00:32:21.840> your<00:32:22.200> Venture<00:32:22.620> sure<00:32:23.340> and<00:32:23.880> so<00:32:24.120> I<00:32:24.299> kind<00:32:24.419> of<00:32:24.480> have<00:32:24.600> four<00:32:24.779> sub<00:32:25.020> topics<00:32:25.500> kind<00:32:25.919> of<00:32:26.100> Point<00:32:26.399> number<00:32:26.640> one<00:32:27.179> at<00:32:28.020> what

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point<00:32:28.320> did<00:32:28.500> you<00:32:28.620> feel<00:32:28.740> was<00:32:28.980> a<00:32:29.100> good<00:32:29.220> time<00:32:29.399> to<00:32:29.760> start<00:32:30.059> accepting<00:32:30.899> investment<00:32:32.880> yeah<00:32:33.480> I<00:32:33.779> think<00:32:33.899> it<00:32:34.020> goes<00:32:34.200> back<00:32:34.320> to<00:32:34.440> the<00:32:34.559> model<00:32:34.679> of<00:32:34.980> what<00:32:35.520> do<00:32:35.700> you<00:32:35.880> need<00:32:36.000> to<00:32:36.240> prove

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or<00:32:36.659> disprove<00:32:37.200> to<00:32:37.380> know<00:32:37.620> whether<00:32:38.100> you've<00:32:38.399> got<00:32:38.580> a<00:32:38.940> viable<00:32:39.179> idea<00:32:39.539> for<00:32:39.720> a<00:32:39.899> business<00:32:40.020> one<00:32:40.500> that<00:32:40.679> could<00:32:40.860> scale<00:32:41.039> and<00:32:41.700> so<00:32:41.940> once<00:32:42.720> you<00:32:42.779> figure<00:32:42.899> out<00:32:43.080> what<00:32:43.260> those<00:32:43.380> experiments<00:32:43.980> are

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then<00:32:44.399> the<00:32:44.640> next<00:32:44.760> question<00:32:45.000> is<00:32:45.299> what<00:32:45.659> resources<00:32:46.140> do<00:32:46.500> I<00:32:46.620> need<00:32:46.799> to<00:32:46.919> like<00:32:47.100> run<00:32:47.279> those<00:32:47.460> experiments<00:32:48.059> to<00:32:48.240> figure<00:32:48.360> out<00:32:48.539> if<00:32:48.720> I'm<00:32:48.840> onto<00:32:49.140> something<00:32:49.260> or<00:32:49.559> if<00:32:49.679> I'm<00:32:49.799> like<00:32:49.980> hallucinating

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engineers<00:32:59.760> and<00:33:00.059> you<00:33:00.179> need<00:33:00.419> some<00:33:00.840> support<00:33:01.020> to<00:33:01.320> run<00:33:01.500> that<00:33:01.679> first<00:33:01.860> experiment<00:33:02.399> then<00:33:02.820> that's<00:33:03.059> where<00:33:03.299> you<00:33:03.419> need<00:33:03.539> to<00:33:03.659> go<00:33:03.779> out<00:33:03.899> and<00:33:04.080> raise<00:33:04.260> like<00:33:04.559> a<00:33:04.620> seed<00:33:04.919> round<00:33:05.100> your<00:33:05.399> friends

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look<00:33:12.419> at<00:33:12.600> it<00:33:12.779> as<00:33:13.080> like<00:33:13.320> stages<00:33:13.559> that<00:33:13.980> young<00:33:14.159> companies<00:33:14.640> what<00:33:14.940> big<00:33:15.120> companies<00:33:15.480> have<00:33:15.659> is<00:33:15.840> like<00:33:16.019> proven<00:33:16.260> product<00:33:16.500> Market<00:33:16.740> fit<00:33:17.039> you<00:33:17.279> know<00:33:17.399> their<00:33:17.580> positioning<00:33:17.940> they<00:33:18.179> know

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also<00:33:35.100> don't<00:33:35.220> know<00:33:35.399> whether<00:33:35.640> your<00:33:36.120> solution<00:33:36.480> is<00:33:36.840> an<00:33:37.080> actual<00:33:37.380> preferred<00:33:37.980> solution<00:33:38.340> for<00:33:38.640> that<00:33:38.820> problem<00:33:39.179> and<00:33:39.480> so<00:33:39.720> it's<00:33:40.080> fundamentally<00:33:40.500> much<00:33:40.860> more<00:33:41.039> of<00:33:41.159> a<00:33:41.279> science<00:33:41.519> experiment

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just<00:33:42.299> Edison<00:33:42.720> and<00:33:43.019> everything<00:33:43.200> else<00:33:43.380> like<00:33:43.559> testing<00:33:43.919> out<00:33:44.039> light<00:33:44.220> bulbs<00:33:44.640> and<00:33:44.820> things<00:33:45.000> like<00:33:45.179> that<00:33:45.299> where<00:33:45.600> does<00:33:46.140> this<00:33:46.260> work<00:33:46.440> or<00:33:46.679> not<00:33:46.799> and<00:33:47.279> so<00:33:47.519> what<00:33:48.179> I<00:33:48.360> love<00:33:48.480> and<00:33:48.779> I<00:33:48.899> think

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startups<00:33:49.740> should<00:33:49.860> get<00:33:50.039> rid<00:33:50.220> of<00:33:50.399> The<00:33:50.640> Five-Year<00:33:51.000> Plan<00:33:51.179> that<00:33:51.419> shows<00:33:51.600> 100<00:33:51.720> million<00:33:52.140> dollars<00:33:52.380> in<00:33:52.679> Revenue<00:33:53.039> because<00:33:53.220> obviously<00:33:53.640> that<00:33:53.940> never<00:33:54.120> works<00:33:54.480> it's<00:33:55.080> more<00:33:55.320> okay<00:33:55.440> the

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market<00:33:55.799> is<00:33:56.039> pretty<00:33:56.220> big<00:33:56.399> and<00:33:57.120> we<00:33:57.840> have<00:33:58.080> a<00:33:58.380> novel<00:33:58.679> approach<00:33:59.039> and<00:33:59.220> we<00:33:59.340> want<00:33:59.519> to<00:33:59.640> run<00:33:59.820> a<00:34:00.000> few<00:34:00.120> experiments<00:34:00.720> to<00:34:01.019> see<00:34:01.260> what's<00:34:02.159> what<00:34:02.580> works<00:34:02.940> and<00:34:03.000> what<00:34:03.240> doesn't<00:34:03.360> and<00:34:03.960> the

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results<00:34:04.860> of<00:34:05.159> those<00:34:05.279> experiments<00:34:05.820> will<00:34:06.000> def<00:34:06.240> will<00:34:06.720> inform<00:34:07.019> whether<00:34:07.320> or<00:34:07.440> not<00:34:07.500> we<00:34:07.860> should<00:34:08.040> raise<00:34:08.159> a<00:34:08.399> series<00:34:08.580> a<00:34:08.820> and<00:34:09.119> raise<00:34:09.359> a<00:34:09.480> series<00:34:09.599> a<00:34:09.899> that's<00:34:10.139> where<00:34:10.260> you're<00:34:10.440> kind<00:34:10.619> of

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bringing<00:34:11.339> on<00:34:11.460> sales<00:34:11.639> people<00:34:11.940> and<00:34:12.179> marketers<00:34:12.540> for<00:34:12.720> the<00:34:12.899> first<00:34:13.020> time<00:34:13.200> so<00:34:13.679> everything<00:34:14.280> starts<00:34:14.760> with<00:34:14.879> what<00:34:15.119> stage<00:34:15.359> are<00:34:15.540> you<00:34:15.659> at<00:34:16.379> how<00:34:16.919> much<00:34:17.040> certainty<00:34:17.399> do<00:34:17.639> you<00:34:17.760> have<00:34:17.879> in<00:34:18.419> the

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problem<00:34:18.780> and<00:34:19.260> like<00:34:19.500> the<00:34:19.679> solution<00:34:19.980> do<00:34:20.280> you<00:34:20.460> have<00:34:20.520> are<00:34:20.700> people<00:34:20.879> willing<00:34:21.240> to<00:34:21.359> pay<00:34:21.480> you<00:34:21.659> for<00:34:22.020> your<00:34:22.139> product<00:34:22.379> that's<00:34:22.679> a<00:34:22.919> great<00:34:23.040> indicator<00:34:23.580> of<00:34:23.820> success<00:34:24.179> and<00:34:25.139> then<00:34:25.320> you<00:34:25.500> go

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can<00:34:31.020> run<00:34:31.139> through<00:34:31.320> to<00:34:31.560> then<00:34:31.679> figure<00:34:31.859> out<00:34:32.040> what<00:34:32.280> your<00:34:32.399> Capital<00:34:32.580> needs<00:34:33.060> are<00:34:33.179> once<00:34:33.720> you've<00:34:33.899> figured<00:34:34.139> out<00:34:34.260> the<00:34:34.379> problem<00:34:34.560> and<00:34:34.919> in<00:34:35.339> your<00:34:35.639> early<00:34:35.820> experiments<00:34:36.480> to<00:34:36.659> seeing<00:34:36.960> if

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you've<00:34:37.260> got<00:34:37.379> a<00:34:37.500> good<00:34:37.560> way<00:34:37.740> to<00:34:37.859> solve<00:34:38.099> it<00:34:39.179> yeah<00:34:39.419> that's<00:34:39.839> not<00:34:40.020> this<00:34:40.320> is<00:34:40.379> fantastic<00:34:40.740> advice<00:34:41.099> if<00:34:41.700> anyone's<00:34:42.300> actually<00:34:42.599> secretly<00:34:43.379> wondering<00:34:43.679> Hey<00:34:43.919> Joe<00:34:44.099> why<00:34:44.399> are<00:34:44.520> you<00:34:44.639> really

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asking<00:34:45.060> all<00:34:45.179> these<00:34:45.419> questions<00:34:45.540> if<00:34:45.899> I<00:34:46.080> run<00:34:46.200> a<00:34:46.379> business<00:34:46.500> I<00:34:46.800> know<00:34:46.980> everyone<00:34:47.099> thinks<00:34:47.460> I<00:34:47.520> just<00:34:47.820> run<00:34:48.000> the<00:34:48.179> tech<00:34:48.240> tables<00:34:48.659> podcast<00:34:48.839> but<00:34:49.200> people<00:34:49.560> don't<00:34:49.800> understand<00:34:49.980> it<00:34:50.280> does

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require<00:34:50.700> capital<00:34:51.919> and<00:34:52.919> and<00:34:53.159> I<00:34:53.399> am<00:34:53.639> currently<00:34:54.000> bootstrapping<00:34:54.599> this<00:34:54.780> but<00:34:54.960> I<00:34:55.139> always<00:34:55.260> we<00:34:55.679> I<00:34:55.919> think<00:34:56.040> we<00:34:56.520> are<00:34:57.359> in<00:34:58.080> this<00:34:58.260> stage<00:34:58.500> where<00:34:58.680> we

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are<00:34:59.040> some<00:34:59.280> very<00:34:59.520> interesting<00:34:59.820> opportunities<00:35:00.240> and<00:35:00.480> I<00:35:00.599> was<00:35:00.720> like<00:35:00.839> oh<00:35:01.080> talking<00:35:01.560> to<00:35:01.740> my<00:35:01.920> wife<00:35:02.040> last<00:35:02.339> night<00:35:02.520> this<00:35:02.760> is<00:35:02.940> great<00:35:03.180> she's<00:35:03.420> gonna<00:35:03.660> go<00:35:03.780> ask<00:35:03.900> Blake<00:35:04.320> all<00:35:04.560> these<00:35:04.740> questions

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I'm<00:35:05.220> asking<00:35:05.580> the<00:35:05.760> other<00:35:05.940> folks<00:35:06.240> right<00:35:06.359> now<00:35:06.540> sure<00:35:07.020> we'll<00:35:07.380> get<00:35:07.560> some<00:35:07.800> great<00:35:08.160> advice<00:35:08.520> looking<00:35:09.119> back<00:35:09.420> was<00:35:09.780> it<00:35:09.960> a<00:35:10.140> good<00:35:10.260> idea<00:35:10.740> the<00:35:11.220> timing<00:35:11.700> reflection<00:35:12.359> anything<00:35:12.900> that

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maybe<00:35:13.380> you<00:35:13.680> would<00:35:13.859> change<00:35:14.460> from<00:35:15.180> when<00:35:15.420> you<00:35:15.540> went<00:35:15.660> into<00:35:15.780> the<00:35:16.020> marketplace<00:35:16.380> I<00:35:16.740> think<00:35:16.859> the<00:35:17.040> timing<00:35:17.339> was<00:35:17.520> actually<00:35:18.260> amazing<00:35:19.260> in<00:35:19.619> the<00:35:19.740> sense<00:35:19.859> that<00:35:20.099> smartphones<00:35:20.640> like<00:35:20.940> the

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iPhone<00:35:21.240> came<00:35:21.720> out<00:35:21.900> while<00:35:22.320> I<00:35:22.440> was<00:35:22.560> in<00:35:22.740> business<00:35:22.920> school<00:35:23.160> and<00:35:23.460> I<00:35:23.760> was<00:35:23.880> fundamentally<00:35:24.540> changing<00:35:24.900> the<00:35:25.079> way<00:35:25.200> that<00:35:25.380> the<00:35:25.560> web<00:35:25.680> worked<00:35:26.040> and<00:35:26.160> mobile<00:35:26.339> web<00:35:26.579> and<00:35:26.880> the<00:35:27.060> rise<00:35:27.300> and<00:35:27.960> now

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our<00:35:28.680> economy<00:35:28.980> is<00:35:29.099> digitizing<00:35:29.640> a<00:35:29.760> kind<00:35:29.940> of<00:35:30.060> record<00:35:30.119> pace<00:35:30.540> and<00:35:30.839> the<00:35:31.020> pandemic<00:35:31.380> wasn't<00:35:31.560> accelerant<00:35:32.280> so<00:35:32.760> I<00:35:33.180> think<00:35:33.420> building<00:35:33.720> the<00:35:34.140> foundations<00:35:34.500> for<00:35:35.040> what<00:35:35.220> we're<00:35:35.460> doing<00:35:35.640> now

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customers<00:36:35.400> I'll<00:36:35.579> build<00:36:35.760> a<00:36:35.940> business<00:36:36.060> around<00:36:36.300> it<00:36:36.599> and<00:36:36.780> and<00:36:37.020> so<00:36:37.320> I<00:36:37.500> think<00:36:37.619> I<00:36:38.040> think<00:36:38.099> that's<00:36:38.339> like<00:36:38.640> the<00:36:39.540> maybe<00:36:39.839> the<00:36:40.079> most<00:36:40.260> important<00:36:40.560> like<00:36:40.800> mindset<00:36:41.520> to<00:36:42.060> to<00:36:42.300> have<00:36:42.540> going<00:36:42.839> into

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Market<00:37:14.220> these<00:37:14.700> are<00:37:14.820> companies<00:37:15.119> now<00:37:15.300> that<00:37:15.599> have<00:37:15.780> like<00:37:16.140> hundreds<00:37:16.560> of<00:37:16.619> millions<00:37:16.800> billions<00:37:17.099> of<00:37:17.220> users<00:37:17.579> but<00:37:18.180> they<00:37:18.300> started<00:37:18.599> with<00:37:18.780> like<00:37:19.020> very<00:37:19.260> specific<00:37:19.619> profiles<00:37:20.280> and<00:37:20.460> so

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so<00:37:22.260> obviously<00:37:22.740> like<00:37:22.920> I<00:37:23.160> wish<00:37:23.339> that<00:37:23.820> I<00:37:24.240> could<00:37:24.359> know<00:37:24.599> what<00:37:24.780> I<00:37:24.960> know<00:37:25.079> now<00:37:25.320> what<00:37:25.619> I<00:37:25.980> learned<00:37:26.220> but<00:37:26.520> as<00:37:26.700> far<00:37:26.880> as<00:37:27.000> the<00:37:27.300> process<00:37:27.660> and<00:37:27.900> the<00:37:28.079> approach<00:37:28.320> to<00:37:28.560> learning<00:37:28.859> in<00:37:29.040> a<00:37:29.220> deliberate

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and<00:37:29.760> systematic<00:37:30.359> way<00:37:30.660> very<00:37:31.560> grateful<00:37:31.920> for<00:37:32.220> folks<00:37:32.520> like<00:37:32.700> Paul<00:37:32.940> Graham<00:37:33.359> and<00:37:33.540> Steve<00:37:33.720> blank<00:37:34.140> who<00:37:34.619> really<00:37:34.800> created<00:37:35.220> like<00:37:35.520> a<00:37:35.760> scientific<00:37:36.119> and<00:37:36.480> Jeff<00:37:36.660> Moore<00:37:37.079> crossing<00:37:37.500> the

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chasm<00:37:37.980> like<00:37:38.220> a<00:37:38.400> scientific<00:37:38.700> approach<00:37:39.119> like<00:37:39.420> building<00:37:39.660> a<00:37:39.900> company<00:37:40.079> to<00:37:40.440> finding<00:37:40.859> product<00:37:41.040> Market<00:37:41.339> fit<00:37:42.020> to<00:37:43.020> organizing<00:37:43.920> the<00:37:44.099> market<00:37:44.220> by<00:37:44.640> segments<00:37:45.180> that<00:37:45.480> there's<00:37:45.780> really

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evangelists<00:37:46.859> and<00:37:46.980> the<00:37:47.160> early<00:37:47.280> majority<00:37:47.820> in<00:37:48.119> the<00:37:48.240> late<00:37:48.420> majority<00:37:48.839> and<00:37:49.020> the<00:37:49.200> laggards<00:37:49.619> and<00:37:49.800> like<00:37:50.040> really<00:37:50.400> dividing<00:37:51.300> and<00:37:51.420> segmenting<00:37:51.900> the<00:37:52.079> market<00:37:52.260> that<00:37:52.619> way<00:37:52.800> like<00:37:53.160> those

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folks<00:37:53.760> it's<00:37:54.000> like<00:37:54.240> standing<00:37:54.480> on<00:37:54.599> the<00:37:54.720> shoulders<00:37:54.960> of<00:37:55.140> giants<00:37:55.440> when<00:37:55.680> you<00:37:55.859> internalize<00:37:56.400> their<00:37:56.760> Lessons<00:37:57.119> Learned<00:37:57.480> you<00:37:58.200> get<00:37:58.260> the<00:37:58.380> doctrine<00:37:58.800> and<00:37:58.980> then<00:37:59.099> it's<00:37:59.220> just<00:37:59.339> a<00:37:59.460> matter

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Capital<00:43:00.839> has<00:43:01.260> it<00:43:01.380> so<00:43:01.680> you<00:43:01.859> need<00:43:02.040> to<00:43:02.160> avoid<00:43:02.640> to<00:43:03.300> have<00:43:03.660> a<00:43:03.780> real<00:43:03.900> conversation<00:43:04.319> about<00:43:04.560> what<00:43:04.800> do<00:43:04.920> you<00:43:04.980> think<00:43:05.099> my<00:43:05.220> business<00:43:05.400> is<00:43:05.700> actually<00:43:05.880> worth<00:43:06.240> let's<00:43:06.900> set<00:43:07.140> the<00:43:07.260> bar<00:43:07.380> there

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if<00:44:38.819> somebody<00:44:39.000> hasn't<00:44:39.420> thought<00:44:39.720> through<00:44:40.079> that<00:44:40.380> then<00:44:41.099> your<00:44:41.760> job<00:44:41.880> is<00:44:42.060> to<00:44:42.240> like<00:44:42.359> let<00:44:42.599> them<00:44:42.780> know<00:44:43.020> what<00:44:43.680> you<00:44:43.800> want<00:44:43.980> from<00:44:44.160> them<00:44:44.339> so<00:44:44.819> that's<00:44:45.000> the<00:44:45.240> very<00:44:45.359> first<00:44:45.540> thing<00:44:45.720> to<00:44:45.900> be<00:44:45.960> very

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very<00:44:54.599> transparent<00:44:55.200> about<00:44:55.560> that<00:44:55.980> I'd<00:44:56.280> come<00:44:56.460> back<00:44:56.579> and<00:44:56.700> say<00:44:56.819> understand<00:44:57.180> this<00:44:57.540> concern<00:44:57.839> here's<00:44:58.200> how<00:44:58.319> I<00:44:58.440> think<00:44:58.619> about<00:44:59.819> um<00:44:59.940> we're<00:45:00.060> running<00:45:00.240> these<00:45:00.540> experiments<00:45:01.079> this<00:45:01.440> could

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be<00:45:01.680> true<00:45:01.859> or<00:45:02.040> not.<00:45:02.160> If<00:45:02.520> it's<00:45:02.760> true,<00:45:02.880> this<00:45:03.180> is<00:45:03.240> what's<00:45:03.420> going<00:45:03.599> to<00:45:03.660> happen.<00:45:03.780> If<00:45:04.020> it's<00:45:04.140> not,<00:45:04.319> that's<00:45:04.619> where<00:45:04.800> we're<00:45:04.920> going<00:45:05.040> to<00:45:05.099> have<00:45:05.220> to,<00:45:05.339> like,<00:45:05.400> pivot<00:45:05.819> and<00:45:06.180> be<00:45:06.300> honest<00:45:06.720> about<00:45:06.839> that.

00:45:07.079 --> 00:45:14.339
and<00:45:07.260> figure<00:45:07.560> out<00:45:07.740> what<00:45:08.099> we<00:45:08.220> learned<00:45:08.460> about<00:45:08.579> the<00:45:08.819> world.<00:45:09.000> But<00:45:09.720> now<00:45:09.900> it's<00:45:10.079> almost<00:45:10.260> like<00:45:10.560> the<00:45:10.980> insider<00:45:11.400> version,<00:45:11.700> legal<00:45:12.359> version<00:45:12.720> of<00:45:12.960> insider<00:45:13.380> trading.<00:45:13.680> We're<00:45:13.859> like,<00:45:14.099> you<00:45:14.220> have

00:45:14.339 --> 00:45:20.579
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00:45:20.579 --> 00:45:29.040
they're<00:45:20.760> giving<00:45:20.880> you<00:45:21.060> insights<00:45:21.540> that<00:45:21.720> nobody<00:45:21.960> has<00:45:22.140> gotten<00:45:22.440> yet<00:45:22.560> about<00:45:22.800> the<00:45:23.040> market.<00:45:23.180> What<00:45:24.180> everyone<00:45:24.359> is<00:45:24.720> going<00:45:24.900> to<00:45:25.020> care<00:45:25.140> about<00:45:25.319> is<00:45:26.280> how<00:45:26.520> big<00:45:26.640> the<00:45:26.819> market<00:45:27.000> is.<00:45:27.720> So,<00:45:28.440> so<00:45:28.740> if

00:45:29.040 --> 00:45:35.579
they're<00:45:29.220> gonna,<00:45:29.400> if<00:45:29.940> they're<00:45:30.060> gonna<00:45:30.240> spend<00:45:30.540> time<00:45:30.900> for<00:45:31.319> you,<00:45:31.500> like,<00:45:31.920> this<00:45:32.220> is<00:45:32.339> why<00:45:32.460> folks<00:45:32.760> like<00:45:32.880> to<00:45:33.000> bet<00:45:33.180> on<00:45:33.359> really<00:45:33.480> good<00:45:33.660> entrepreneurs<00:45:34.200> here<00:45:34.380> in<00:45:34.500> big<00:45:34.680> markets.<00:45:35.099> I<00:45:35.460> always

00:45:35.579 --> 00:45:42.420
have<00:45:35.819> four<00:45:36.060> questions<00:45:36.300> that<00:45:36.599> I<00:45:36.720> ask<00:45:36.839> about<00:45:37.020> a<00:45:37.260> business,<00:45:37.440> and<00:45:37.800> that<00:45:37.980> the<00:45:38.160> entrepreneur<00:45:38.520> knows<00:45:38.940> it<00:45:39.060> is<00:45:39.420> really<00:45:39.660> helpful<00:45:39.960> beyond<00:45:40.440> having<00:45:40.680> a<00:45:40.920> weirdly<00:45:41.280> specific<00:45:41.640> Alpha<00:45:42.300> customer

00:45:42.420 --> 00:45:50.760
profile<00:45:43.079> and,<00:45:43.319> like,<00:45:43.560> insights<00:45:44.220> into<00:45:44.339> who<00:45:44.640> they're<00:45:44.760> serving.<00:45:45.060> One<00:45:45.180> is,<00:45:45.359> how<00:45:45.660> many<00:45:45.780> people<00:45:45.900> would<00:45:46.200> your<00:45:46.380> product<00:45:46.560> serve?<00:45:47.880> How<00:45:48.300> often<00:45:48.540> does<00:45:48.660> it<00:45:48.839> serve<00:45:49.140> them?<00:45:49.980> How<00:45:50.400> much<00:45:50.520> do

00:45:50.760 --> 00:45:58.020
you<00:45:50.940> pay<00:45:51.240> or<00:45:51.839> how<00:45:52.020> much<00:45:52.140> you<00:45:52.260> get<00:45:52.440> paid<00:45:52.560> every<00:45:52.800> time<00:45:53.040> you<00:45:53.220> solve<00:45:53.520> the<00:45:53.579> problem<00:45:53.760> for<00:45:54.119> them?<00:45:54.240> As<00:45:54.960> far<00:45:55.200> as<00:45:55.260> what's<00:45:55.440> to<00:45:55.680> keep<00:45:55.740> a<00:45:55.920> big<00:45:55.980> competitor<00:45:56.400> from<00:45:56.640> squashing<00:45:57.060> you?<00:45:57.180> And<00:45:57.900> so

00:45:58.020 --> 00:46:04.560
you<00:45:58.260> can<00:45:58.319> analyze<00:45:58.680> pretty<00:45:58.859> much<00:45:58.980> any<00:45:59.160> business<00:45:59.339> that<00:45:59.640> way,<00:45:59.700> right?<00:45:59.880> Like<00:46:00.060> Visa,<00:46:00.540> like<00:46:01.020> everybody<00:46:01.440> needs<00:46:01.859> payments.<00:46:02.220> People<00:46:02.579> make<00:46:02.819> payments<00:46:03.300> through<00:46:03.599> credit<00:46:03.960> cards<00:46:04.440> and

00:46:04.560 --> 00:46:10.859
debit<00:46:04.859> cards<00:46:05.040> all<00:46:05.160> the<00:46:05.280> time.<00:46:05.400> You<00:46:05.819> get<00:46:05.940> paid,<00:46:06.060> like,<00:46:06.240> roughly<00:46:06.540> a<00:46:06.660> quarter<00:46:06.960> every<00:46:07.140> time.<00:46:07.319> Network<00:46:07.980> effects<00:46:08.460> and<00:46:08.579> economies<00:46:08.880> of<00:46:09.060> scale<00:46:09.180> keep<00:46:09.480> other<00:46:09.660> folks<00:46:09.960> out.<00:46:10.079> You<00:46:10.800> could

00:46:10.859 --> 00:46:17.880
do,<00:46:11.040> like,<00:46:11.160> four<00:46:11.339> in<00:46:11.579> a<00:46:11.700> different<00:46:11.760> ways.<00:46:11.940> Not<00:46:12.119> everyone<00:46:12.300> drives,<00:46:12.780> and<00:46:13.020> people<00:46:13.260> don't<00:46:13.440> buy<00:46:13.740> automobiles,<00:46:14.339> like,<00:46:14.520> every<00:46:14.640> year.<00:46:14.880> So<00:46:15.599> the<00:46:16.260> smaller<00:46:16.740> size<00:46:17.099> and,<00:46:17.400> like,<00:46:17.520> how<00:46:17.640> often

00:46:17.880 --> 00:46:24.359
are<00:46:18.000> you<00:46:18.119> solving<00:46:18.359> the<00:46:18.480> problem?<00:46:18.660> Maybe<00:46:18.960> only<00:46:19.319> every<00:46:19.500> four<00:46:19.800> or<00:46:19.920> five<00:46:20.099> years.<00:46:20.280> But<00:46:21.060> then<00:46:21.180> when<00:46:21.359> they<00:46:21.480> buy,<00:46:21.720> the<00:46:22.020> sticker<00:46:22.560> price<00:46:22.680> of<00:46:22.859> the<00:46:23.040> vehicle<00:46:23.280> is<00:46:23.520> really<00:46:23.760> high.<00:46:23.940> It's,<00:46:24.119> like,

00:46:24.359 --> 00:46:33.119
50,<00:46:24.770> 70,000.<00:46:25.181> So,<00:46:25.592> so<00:46:26.003> the<00:46:26.414> deficiencies<00:46:26.825> on,<00:46:27.236> in<00:46:27.647> terms<00:46:28.058> of<00:46:28.469> how<00:46:28.880> many<00:46:29.291> people<00:46:29.702> you're<00:46:30.113> solving<00:46:30.524> in<00:46:30.935> frequency<00:46:31.346> are<00:46:31.757> offset<00:46:32.168> by<00:46:32.579> the

00:46:33.119 --> 00:46:39.480
price<00:46:33.240> tag,<00:46:33.599> which<00:46:33.780> is,<00:46:33.839> like,<00:46:33.960> you<00:46:34.079> get<00:46:34.260> paid<00:46:34.500> a<00:46:34.680> ton<00:46:34.859> of<00:46:35.040> money<00:46:35.220> when<00:46:35.640> they<00:46:35.819> do<00:46:35.940> come<00:46:36.180> through<00:46:36.359> once<00:46:36.780> every<00:46:36.900> five<00:46:37.260> years,<00:46:37.440> whatever.<00:46:37.740> And<00:46:38.400> what's<00:46:38.579> to<00:46:38.819> keep<00:46:38.880> people<00:46:39.060> out?<00:46:39.300> Well,

00:46:39.480 --> 00:46:46.619
economies<00:46:39.761> of<00:46:40.042> scale<00:46:40.322> of<00:46:40.603> automobile<00:46:40.884> manufacturing<00:46:41.165> and<00:46:41.446> everything<00:46:41.726> else.<00:46:42.007> It's<00:46:42.288> not<00:46:42.569> an<00:46:42.850> easy<00:46:43.130> market<00:46:43.411> to<00:46:43.692> enter.<00:46:43.973> So,<00:46:44.254> so<00:46:44.534> if<00:46:44.815> you<00:46:45.096> know<00:46:45.377> that,<00:46:45.658> then<00:46:45.938> you<00:46:46.219> should<00:46:46.500> be

00:46:46.619 --> 00:46:54.599
able<00:46:46.800> to<00:46:47.040> do<00:46:47.220> objection<00:46:47.579> handling<00:46:48.180> pretty<00:46:48.599> well.<00:46:48.900> And<00:46:49.380> even<00:46:49.440> if<00:46:49.560> they<00:46:49.680> ask<00:46:49.800> you<00:46:49.920> a<00:46:50.339> question<00:46:50.579> that<00:46:50.880> might,<00:46:51.060> like,<00:46:51.180> trip<00:46:51.599> you<00:46:51.780> up,<00:46:51.960> then,<00:46:52.500> then<00:46:52.800> you<00:46:53.099> could<00:46:53.220> be<00:46:53.579> humble<00:46:54.480> enough

00:46:54.599 --> 00:47:01.079
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00:47:01.079 --> 00:47:06.660
here's<00:47:01.920> what<00:47:02.040> I<00:47:02.099> think<00:47:02.220> are<00:47:02.339> the<00:47:02.520> possible<00:47:02.760> outcomes<00:47:03.180> and,<00:47:03.359> like,<00:47:03.480> where<00:47:03.720> those<00:47:03.839> roads<00:47:04.140> could<00:47:04.319> lead.<00:47:04.440> And<00:47:04.680> then<00:47:04.800> now<00:47:05.099> you're,<00:47:05.280> like,<00:47:05.460> problem<00:47:05.640> solving<00:47:06.119> together,<00:47:06.300> and<00:47:06.540> that's

00:47:06.660 --> 00:47:13.020
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00:47:13.020 --> 00:47:19.020
just,<00:47:13.560> like,<00:47:13.680> sitting<00:47:14.040> capital.<00:47:14.220> I'm,<00:47:14.579> like,<00:47:14.760> here's<00:47:15.180> how<00:47:15.240> I<00:47:15.359> think<00:47:15.480> you<00:47:15.660> can<00:47:15.780> help<00:47:15.900> me<00:47:16.079> with<00:47:16.200> that.<00:47:16.380> And<00:47:16.740> that's<00:47:16.980> been<00:47:17.460> one<00:47:17.640> of<00:47:17.760> the<00:47:17.819> most<00:47:17.940> fun<00:47:18.119> parts<00:47:18.300> of<00:47:18.540> entrepreneurship

00:47:19.020 --> 00:47:27.839
is<00:47:19.200> where<00:47:19.380> people<00:47:19.560> who<00:47:19.740> are<00:47:19.859> investors<00:47:20.220> are,<00:47:20.520> like,<00:47:20.700> actively<00:47:21.060> involved<00:47:21.420> in<00:47:21.540> building<00:47:21.780> value<00:47:22.140> for<00:47:22.440> the<00:47:22.560> company<00:47:22.680> and<00:47:22.920> doing<00:47:23.160> it<00:47:23.280> with<00:47:23.460> us.<00:47:24.540> Yeah,<00:47:25.140> no,<00:47:25.440> I<00:47:25.619> love<00:47:25.800> that.<00:47:25.980> I'm<00:47:26.839> talking

00:47:27.839 --> 00:47:34.980
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00:47:34.980 --> 00:47:41.819
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00:47:41.819 --> 00:47:47.339
in.<00:47:41.940> It's,<00:47:42.300> uh,<00:47:42.660> yeah,<00:47:42.900> fun.<00:47:43.200> This<00:47:43.500> is,<00:47:43.619> anyway,<00:47:43.859> this<00:47:44.220> is<00:47:44.280> a<00:47:44.400> lot<00:47:44.460> of<00:47:44.520> really<00:47:44.640> great<00:47:44.760> advice.<00:47:45.000> I'm<00:47:45.300> probably<00:47:45.480> going<00:47:45.660> to<00:47:45.780> be<00:47:45.839> listening<00:47:46.140> back<00:47:46.260> to<00:47:46.380> this<00:47:46.500> that<00:47:46.859> I<00:47:47.040> don't<00:47:47.099> have<00:47:47.220> to

00:47:47.339 --> 00:47:56.160
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00:47:56.160 --> 00:48:04.500
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00:48:04.500 --> 00:48:12.780
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00:48:12.780 --> 00:48:21.540
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00:48:30.240 --> 00:48:38.579
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was,<00:48:38.760> like,<00:48:39.000> very<00:48:39.180> transformative<00:48:39.780> as<00:48:40.140> an<00:48:40.319> officer<00:48:40.619> is<00:48:40.740> about<00:48:40.859> to<00:48:41.040> go<00:48:41.160> to<00:48:41.280> combat<00:48:41.640> in<00:48:42.300> Iraq.<00:48:42.660> I'm<00:48:42.900> very<00:48:43.380> grateful<00:48:43.680> to<00:48:43.980> my,<00:48:44.160> I<00:48:44.460> did<00:48:44.640> a<00:48:44.760> semester<00:48:44.940> abroad<00:48:45.240> in<00:48:45.420> Australia,<00:48:45.720> yes,

00:48:45.839 --> 00:48:52.140
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00:48:52.140 --> 00:48:58.560
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00:48:58.560 --> 00:49:05.819
told<00:48:59.099> me<00:48:59.220> to<00:48:59.460> read<00:48:59.640> because<00:48:59.880> I<00:49:00.060> was<00:49:00.119> given<00:49:00.300> all<00:49:00.599> this<00:49:00.720> business<00:49:00.900> development<00:49:01.440> update.<00:49:01.800> He<00:49:02.040> goes,<00:49:02.339> Blake,<00:49:02.640> you<00:49:03.240> got<00:49:03.359> to<00:49:03.480> build<00:49:03.599> a<00:49:03.720> great<00:49:03.839> tech<00:49:04.079> company,<00:49:04.380> you<00:49:04.980> need<00:49:05.160> to<00:49:05.280> be<00:49:05.460> really

00:49:05.819 --> 00:49:11.880
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00:49:11.880 --> 00:49:19.079
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00:49:19.079 --> 00:49:26.400
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00:49:26.400 --> 00:49:31.800
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And<00:49:32.040> so<00:49:32.220> the<00:49:32.700> insights<00:49:33.060> from<00:49:33.240> the<00:49:33.359> psychology<00:49:33.780> of<00:49:34.079> what<00:49:34.319> happens<00:49:34.440> when<00:49:34.740> you're<00:49:34.859> in<00:49:34.980> fight<00:49:35.160> or<00:49:35.339> flight,<00:49:35.520> like,<00:49:35.819> why<00:49:36.300> do<00:49:36.480> we<00:49:36.599> say<00:49:36.780> the<00:49:36.960> things<00:49:37.140> in<00:49:37.319> fights<00:49:37.680> that<00:49:37.800> we,<00:49:37.920> like,

00:49:38.040 --> 00:49:45.240
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00:49:45.240 --> 00:49:53.280
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00:49:53.280 --> 00:50:01.980
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00:50:01.980 --> 00:50:10.260
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00:50:10.260 --> 00:50:16.980
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00:50:16.980 --> 00:50:23.520
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00:50:23.520 --> 00:50:33.599
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00:50:33.599 --> 00:50:41.700
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00:50:41.700 --> 00:50:49.920
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00:50:49.920 --> 00:50:58.440
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00:50:58.440 --> 00:51:05.160
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00:51:05.160 --> 00:51:12.540
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00:51:12.540 --> 00:51:19.260
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00:51:19.260 --> 00:51:26.099
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00:51:26.099 --> 00:51:32.460
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have<00:51:39.476> early<00:51:39.953> access<00:51:40.429> to<00:51:40.906> never-before-released<00:51:41.382> episodes,<00:51:41.858> early<00:51:42.335> access<00:51:42.811> to<00:51:43.288> live<00:51:43.764> event<00:51:44.241> recordings,<00:51:44.717> early<00:51:45.193> access<00:51:45.670> to<00:51:46.146> weekly<00:51:46.623> three<00:51:47.099> interesting

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learnings,<00:51:48.000> early<00:51:48.780> access<00:51:49.079> to<00:51:49.380> live<00:51:49.559> event<00:51:49.740> ticket<00:51:50.099> purchases,<00:51:51.180> no<00:51:51.720> episode<00:51:52.020> ads,<00:51:52.500> and<00:51:52.559> more.<00:51:52.740> Plus,<00:51:53.640> three<00:51:53.940> extra<00:51:54.240> special<00:51:54.599> bonuses<00:51:55.200> when<00:51:55.440> you<00:51:55.559> sign<00:51:55.680> up

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today:<00:51:56.040> bonus<00:51:56.940> number<00:51:57.059> one,<00:51:57.300> access<00:51:57.839> to<00:51:58.200> the<00:51:58.380> CEO<00:51:58.800> show;<00:51:58.980> bonus<00:51:59.940> number<00:52:00.119> two,<00:52:00.300> access<00:52:00.660> to<00:52:01.020> the<00:52:01.140> Higher<00:52:01.380> Ed<00:52:01.500> show;<00:52:01.800> and<00:52:02.099> bonus<00:52:02.460> number<00:52:02.579> three,<00:52:02.819> access<00:52:03.180> to<00:52:03.480> the<00:52:03.660> Digital<00:52:03.960> show.

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Join<00:52:04.800> Tech<00:52:04.980> Tables<00:52:05.400> Plus<00:52:05.460> today.<00:52:05.760> As<00:52:06.359> always,<00:52:06.540> thank<00:52:06.900> you<00:52:07.079> for<00:52:07.200> supporting<00:52:07.500> Tech<00:52:07.859> Tables<00:52:08.339> Network.