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Seth’s Book: How to Hack Humans

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Speech Transcript (very little editing so not exact)

Unknown Speaker  0:11  

time to shine today pockets versus squad. This is Scott Ferguson and we’re at episode 272. With my good friend Seth Erickson, he is with the Storify agency where he’s the founder of the Storify agency and he is also the author of a book that blew my mind called How To Hack humans. And I have a free book giveaway at the end of this podcast. So listen through because the knowledge nuggets that Seth drops regarding how our brain organizes memories to tell stories and his company can help you do that, and get your brand leveled up to the stories you tell. So I’m going to shut up and get to the interview. So without further ado, here is my good friend Seth Erickson from the store fire agency. Let’s level up. The shine today podcast Orson Scott This is Scott Ferguson wanted to let you know that the brain is computer stories are the programs. Storytelling is how you write the code. You want to hack humans you need to understand how to write in the language best suited for the human computer couldn’t been set any better and awesome technical, yet layman’s terms. My boy here, Seth Erickson, and he’s the chief mischief maker and story fi agency and uses storytelling as a way of helping businesses specifically startup stat say 90% of startups fail SAS vision is to reduce that disinheriting number by at least 10%. He’s blown that out of the water by the way, folks, he recognizes many startups Excel of building their tech and ideas but fall short when communicating their value to the world and said thank you so much for coming on. Please introduce yourself the time to shine today podcast Farsi squad. But first, what’s your favorite color? And why?

Unknown Speaker  1:56  

I would say blue is my favorite color. Because the ocean is blue. I was born in California. I love the ocean. And also the sky is blue. And both those things make me happy. So

Unknown Speaker  2:07  

right I’m literally looking at the Atlantic Ocean right now. And it’s 78 degrees and it’s blue and I just can’t wait to get done with this interview. So I’m get on my paddleboard. I’m totally kidding. But

Unknown Speaker  2:17  

all you’re doing is making me jealous, right? So that means

Unknown Speaker  2:21  

you got to get wheels up and come here man in front of some people on a stage and Rocket Man. So hey, this is super, super interesting with me and I pulled the quote right off of your Amazon. I’m a squad we’ll do a book that way. But you gotta listen to the end. He wrote a blog how to hack human storytelling for startups. I unfortunately have not ready yet. But I am going to read it. And I know that it helped me level up. So let’s get into maybe you’re at call it background, but maybe your your startup to help startups like how do we get there?

Unknown Speaker  2:56  

Lots of drugs. Lots of debauchery? Yeah. Oh, wait, sorry. That was wrong. Yeah. All right. So the short version is in 2015, I was running a seven figure web design agency, won a bunch of awards, won a Webby, blah, blah, blah. Well, my problem was, every time I asked my clients, you know, when we build them a new website or whatever, we’re like, did sales increase? Well, no. Okay, well, are you getting, you know, more people contacting No. And so I’m going, What the fuck, like, I’m not doing anything to help these people. I’m just putting nice window dressing around, you know, their company. And they loved it. Like, all of our customers loved us. Like, there was, you know, there was nobody who ever came back and said, We expected this and you gave us that it was always like, this looks amazing. You know, our We look so much better. We look so more, so much more professional, but I’m like, How the fuck is this helping your business? It’s not like, so we’re just putting lipstick on a pig basically. And I started basically become dissatisfied in what I was doing for my customers because I, I got into business to help other people. I love helping other people. I love seeing other companies grow. And so just, you know, like I said, putting lipstick on that pig wasn’t, wasn’t actually doing anything worthwhile, wasn’t making the kind of impact I wanted to make. So I went through a along kind of rebranding process with a friend of mine, who was the international head of branding for GoDaddy. At the end of it, he said, Dude, you’re a storyteller. And I was like, Okay, great. How do I make money as a storyteller? Because in my mind, the storyteller was just somebody who like wrote books or, you know, created movies. Like that’s kind of what I I kind of, I guess pigeonholed. The idea of storytelling is just being like, it’s special. To these couple of things, and he said, read this book. It was story wars by Jonah sacks. And this guy ran an agency did storytelling. And I was like, Oh, so you can use storytelling to actually help people. So I read that book got super interested in storytelling, it was like, I got struck by lightning. And I read another 50 books on audible, or actually had them read to me. Sure. I basically became a, what you would probably call an audible crack addict. I think I raised their stock single handedly and in one year. And yeah, I just started reading all these books, and finding out all this stuff about storytelling, and some of the books started talking about the neuroscience of storytelling, which then was like, Well, I like Brain Stuff. Sure. So I started reading research papers and articles, I read several 100 of these. By the way, don’t do that to yourself. It’s just torture. Gotcha. The irony of like, the research papers is they’re talking about like how storytelling the brain works, but they don’t use any of the things that they’re learning. Right? The science that apply

Unknown Speaker  6:06  

I told a story while teach you how to tell a story. No, no, no, no analytics, no bullshit like that. Yeah, I

Unknown Speaker  6:13  

feel yeah, getting super nerdy. So. So from there, it was like, okay, you know, one part of it was, oh, this is an interesting idea. But then the other part was like, does this stuff actually work? And the science was saying it works. So what do you do? You know, like, as a startup or an entrepreneur, you test your ideas. So we started going back to our customers and saying, Hey, how about we changed the way we’re doing email campaigns? Or how about we change the way that we’re creating copy for your websites? And lo and behold, it started to work. We started to see open rates, going double what the industry standard is, click through rates going five and seven times higher than what the industry standard was. We actually helped a company during COVID, bring in $4.3 million of potential new business well, on a completely cold email campaign, right. So these people had never heard of the company that was reaching out to them. And they were able to generate a ton of business, even though everybody else was like, Oh, shit, save money? Don’t don’t spend money. Yeah. Right. So we were like, Okay, I think we have something here. And we’re actually starting to do what I wanted to do, which was help companies grow, start moving that needle. So yeah, that’s my story. And I’m sticking to it.

Unknown Speaker  7:30  

Let’s go. So when you are starting to maybe work with a company and start bringing them in as Sir, any into the, you know, the Storify family, is there any secret sauce, if you don’t mind me sharing that you really help to find their blind spot within their business?

Unknown Speaker  7:50  

Well, a lot of it is. So again, this is my opinion, a lot of it is is how we communicate, right? Because at the end of the day, we always got to deal with these squishy meatbags called humans shorten the way that these squishy meatbags communicate with one another as they use words, right. And so that was a big, aha moment, I guess, for me, in my business, you know, I came out of design school, and I thought everything was about design. And so I push pixels around the screen and made everything look pretty. But at the end of the day, it was what was actually being said, and how it was being said that was determining whether or not people were buying or even interested in buying, right? So because of, because of it being communication. That’s where the storytelling thing comes in. Where the brain basically organizes everything as a story in your head, like, every memory you have is a story. And so you remember, you know, what you were thinking how you were feeling? What the weather was like, right? Like, all these things are, you know, go into your memory, sounds smells, right. So. So when you communicate through a story, as opposed to facts and figures, what happens is somebody can put themselves, they can create a simulation, put themselves in that situation, and start to imagine what it would be like to use your product or service. That’s what you want. What you can’t do with facts and figures is put yourself in that situation. And just to give you a simplistic example, let’s say your friend comes in and tells you about something that happened to them. Well, you might go, Well, if that happened to me, I would do this, this or that, right, like I would have this different kind of response. Sure. Well, your friend has created a simulation based on the story that you told them, right. And so So, so the point is, if you tell a story, you create a simulation, they see themselves using your product, or service, then that goes into their mood. It’ll help move that idea from short term to long Her memory

Unknown Speaker  10:00  

right now. And within that simulation, they’re almost forming opinions that breathes emotion that can help the company level up and get their sales and get their clean. I love that I love I love what you just said. So when you’re maybe in that discovery period, still, Seth, is there any good question that you wish they would ask you, but never do? Huh? You’re so like, fucking awesome. But you’re, you’re so unique. So, if I was to come to you, man, I don’t even know what out ask it. You know, most people. I know what I would ask them. You know, like, how are you going to get me there? How long did it take? You get there? It’s like, like, like, okay, let’s just say what will you do for my company? Answer that for me.

Unknown Speaker  10:49  

Yeah, so the simplest answer is, I will help help your customers understand what you do and why it matters.

Unknown Speaker  10:59  

Wow. That was simple. And to the point, man, you know? Yeah, that’s awesome. Yeah, I’m actually taking notes on that, sir.

Unknown Speaker  11:09  

No worries. It’s all Yeah, it’s all about clarity and communication. And, and that’s where like, you know, we talked about, like, the startups, right? Like they, they focus so much on their idea, or the service or the technology. And they talk about that, but that doesn’t actually tell a customer how the problem that they have is solved. Right, right. So. So it’s, it’s changing the paradigm about how you think about your customers, how you’re communicating with them. And so, you know, we have so part of our secret sauces are our process for storytelling, how to how do you build a brand around a story, and so we’ll talk about is that, you know, you have a brand, at the center of your brand is your story at the center of your story is your customer? So these things kind of overlap and go together? And yeah, and then, you know, what else? I mean, there’s a lot of other things that building a brand is like, really understanding who your brand is as a person as well. A lot of companies. Like one of the things I like to say that pisses people off sometimes is like if your brand doesn’t have a personality, you don’t actually have a brand. You have a logo and a company. Like,

Unknown Speaker  12:18  

no, that’s awesome in so you’re kind of a nerd, in a sense, but like, if you’re looking at this guy on screen, he looks like he’s from GQ magazine squad. So it’s like, I’m not saying all nerds are not on GQ. But like, did you like you were pushing pixels around? You were building websites, I would think you know, you’re helping them level up on that end. What? You might have answered this already. But how did stories click for you? To make it happen? I know that you spoke to the person that says you know, you help them tell stories, but what made you really buy in the

Unknown Speaker  12:58  

well, that I think that’s a great question. So I have another story for you. This flew. So apparently, I so this is what was told to me. But when I was four or five years old, my mom went to pick me up from preschool. And the teacher actually met my mom out front of the school, which my mom thought was really weird. I was a rambunctious child, so she assumed I had done something wrong. And the first thing this lady says to my mom is your son did something that I have not seen in the last 15 or 20 years of teaching. And then my mom thought I did something really, really wrong. And so my mom’s like, Okay, what did he do? And so apparently they have, they have these little tests, you know, to kind of figure out where kids are at in their, you know,

Unknown Speaker  13:50  

development to all that stuff. Yeah, yeah. Right.

Unknown Speaker  13:53  

So what they do is they put, they put these three panels down, and it’s just three pictures. And it’s like, you know, there’s a rabbit, and then there’s a stick, and then there’s a bear holding a stick, and most kids go, well, the rabbit, you know, gave the stick to the bear. Right? And it’s just just understanding that you know, where they’re at, right? Well, apparently, what I did was, gave the rabbit and the bear names, described their relationship, how they, how the two knew each other, what they were going to do after they had the stick, they’re ready to go fishing, you know, and, and started building this whole world. Right. Nobody prodded me to do this. This is just kind of how my way were awesome. And so the teacher was like, we’ve never seen this, right. But, you know, storytelling isn’t a quote unquote. You can’t get a degree. So, you know, most people don’t think I’m gonna grow up and be a storyteller, right? Like, it’s not really a career path. It’s sort of nebulous and that center. So it was never really developed to me, but as I went into grade school and was asked to write papers and what Not my teachers would be like, we love your stories, but they just, you know, they would mark the shit out of it. Like it just looked like a murder scene, right with the red ink and everything. Grammar was absolutely atrocious. But they would always give me high marks for storytelling. But again, nobody was ever like, you should write books are you should do that, right? Like it was never encouraged. So I think I think what it was was that, you know, when my friend was like, You’re a storyteller. That’s how you, that’s how you operate? Yeah. It didn’t really click, but then when I started reading all the books and learning about storytelling, I started getting into it. And then, you know, that story about me as a child came back, and then, you know, it was like, Oh, shit, my purpose is coming together with what I do now. Right? Because that was already in me. Like, I didn’t develop it necessarily over time. It just was there, just like somebody was dormant

Unknown Speaker  15:53  

bro. It was dormant. Exactly. And like, it’s like you are actually still telling stories, at least in my opinion. I should preface that, even before you took on storytelling, like when you’re building someone site or the pixels. There’s a story going through your head. You know what I’m saying that you’re putting into art and that form and now you’re taking it to another way. That’s awesome. And Seth, have you seen the movie Back to the Future? Yes. Okay, I’ve

Unknown Speaker  16:20  

seen all three of them. Awesome.

Unknown Speaker  16:22  

Let’s get that to Laurie with Marty McFly. And let’s go back to the double Deuce the 22 year old Seth? What kind of knowledge nuggets? So we call them your time to shine today? What kind of knowledge nuggets? Are you drop in on the 22 year old south to maybe help them level up last through or shorten the learning curve just a little bit?

Unknown Speaker  16:43  

Well, I would, I would definitely encourage myself to read, you know, several different books that I found extremely useful along the path. Right? So story by Robert McKee is one you know, I would tell my younger self to learn about the hero’s journey, which is Joseph Campbell’s, you know, kind of famous framework for how to tell a good story. You know, Joseph Campbell also wrote several books on story. One of them is the power of myth. Yeah, yeah. Yeah.

Unknown Speaker  17:16  

He’s who I use. I’m writing a business parallel right now, for the hero’s journey.

Unknown Speaker  17:20  

Love. Yeah. Love him. Yeah. Okay. Well, in the here, the reason the hero’s journey is so important, it isn’t just because it’s a neat framework, right? Star Wars uses the hero’s journey. Joseph Campbell, or George Lucas worked with Joseph Campbell to to follow that, that. But the reason it’s so important is because what Campbell basically identifies is that humans tell the same damn story, whether it’s 10,000 years ago, or today, whether it’s, you know, this culture, that culture, and that’s what they were seeing through, you know, the Ark archeology. And anthropology was like, they were telling the same stories, and yet these people have never met. So why are we Why do we keep telling the same damn story over and over again? It’s, well, it’s, it’s basically because that’s how we’re wired. Sure, you know. So whatever, you know, the belief system is how we got here really doesn’t matter. That’s how we work. And that’s what neuroscience is saying. Yep. This is how the brain works. Right? Like, right, when you hear a story, your brain lights up in seven different parts. When you hear facts and figures, only two parts light up. And the reason is, because that’s how the brain is used to taking in and organizing information. And we had to do that because we had to pass information from one generation to the next. So that we would no, eat these berries. Not those berries, do this in the wintertime. Do this in the summertime. Don’t pet saber toothed tigers, they bite? Sure, right. Like these things had to be passed on. Otherwise, we as a species would have died out a long time ago. Right? So So part of it is a survival mechanism. But it’s still something that we have today. Like the wiring hasn’t changed a ton, you know. And so we can use that same mechanism to communicate with your customers, to help them understand why they should buy your products or services, why you’re better than the next guy. We can use that same mechanism to differentiate you to help you be more memorable. Right? So

Unknown Speaker  19:19  

what I’m hearing is there’s a lot of passion and emotion wrapped up with the stories versus numbers where you sudden light up your brain. I love that I 100% wholeheartedly agree. So how does Seth want his dash? Remember that little line in between your incarnation date and your expiration date your life date your death date on your tombstone, which hopefully it’s years down the road? How do you want your dash remember so,

Unknown Speaker  19:45  

man, I actually just went through the the exercise of writing your obituary. I would say that I want you know, the, like you mentioned earlier The vision is to reduce the startup failure rate by 10%. Well, I want to be remembered as the guy that like, helped more companies succeed. And because of that, it helped grow the economy. It helped. You know, more people have jobs, it helps more people get the help that they need, right? Because if these companies don’t exist, sometimes people can’t get their problem solved. Sure. And so I see that as making, you know, a big impact on the world moving forward. And so, you know, it’s not necessarily I want to change the world, but I want to, I want to at least push it in the right Damn,

Unknown Speaker  20:40  

yeah, man. We have level it up. I love that. So what do people misunderstand the most about Seth?

Unknown Speaker  20:50  

Uh, oh, so many things.

Unknown Speaker  20:54  

What’s the one that stands out?

Unknown Speaker  20:58  

Often it’s, it’s my sense of humor. I, you know, I’ll say things and make jokes. And, you know, like, in, in this day and age, it seems like everybody gets their panties in a bunch. Yeah. And, you know, a lot of times when I’m making jokes, so, like, I’ve been asked before, like, what, you know, what, what’s your personality type? And I’m like, it’s kind of like Loki. But the thing about Loki is Loki is like the jester, right? The Jester makes a joke, but there is a teaching inside the joke, right? There’s an it’s not just mean spirited or whatever. And so, you know, I’ve, I’ve said things where people are like, how could you say that? You know, how dare you can? And I’m like, well, because it’s funny. And it’s also true, right? And like, if you can’t see the humor in that, like, I don’t know what to tell you. But, you know, anybody who reads the book will will see that, like, I’m not above, you know, making fun of things. And that includes myself. You know,

Unknown Speaker  22:03  

you have to man, like I say, you know, don’t take life too seriously, you’ll never make it out alive. Right? Yeah. Yeah, you know, it’s true. So then what keeps us up at night?

Unknown Speaker  22:18  

worrying if worrying if I’m doing enough, you know, I, you know, like, um, so the point is, you know, let’s, how do we reduce, you know, the, the failure rate? Well, so part of that is writing the book, right? Like, the book is to help people. I don’t hold anything back in the book. The final third of the book is what I call the steal my shit section, right? Basically, um, like, you want to know how to write an email, right? This way, you want to know how to, you know, do create copy for a website, do it this way. A lot of people write books, and they don’t tell you how to do it. No one else should? Yeah, yeah, it’s theory or for upselling. I do that because I realized that there’s a lot of businesses who, you know, don’t have the money to hire me. Well, how can I help them? Because if I help them, then that, you know, when they

Unknown Speaker  23:10  

have the money, they’re gonna come back to you?

Unknown Speaker  23:12  

Yeah, hopefully, hopefully. But yeah, dude, but, you know, how can I help them now? Well, yeah, we’re very low price, you can, you know, pick my brain, get two hours of my thoughts. Love it without having to pay full price for it. So that’s one way. Another way is, you know, getting on podcasts and talking to people getting more people getting in front of more people so that I can continue to, you know, educate those people to these new ideas, dude,

Unknown Speaker  23:41  

so, so revolutionary, in a sense, it’s not like anything new, but the way that you’re attacking it is fantastic. And just knowing it’s not even faith, it’s just knowing that people are going to come around so I love that I love it. So So let’s, let’s leave family out of the equation. Let’s leave anything electronic, phone, email, computer, laptop, whatever. Let’s not even think about those things. What are three things stuff can’t live without

Unknown Speaker  24:09  

my friends, I have community to messenger. Yeah, I have an amazing group of of friends. You know, I second thing would be music. I love music. And then a third thing, which I don’t think I would have ever said before, but I started last year, which was jujitsu. Yeah, yeah. I started taking taking jujitsu and where do you roll? I roll at a gym called sidekicks. It’s an I was gonna say Lewisville, that’s not correct. Little out the other L. But, Lubbock. No, no, no little. It’s part of the kind of the Dallas metroplex area. Yeah. But yeah, I and you know it’s for several reasons one great group of people that I roll with to getting in and some of the best shape that I’ve made since I roll

Unknown Speaker  25:11  

five years we grow again jitsu here we have a couple of guys fight in the UFC this weekend and stuff out of there and it’s everything to me everything just Yes life dude you drown literally drown which you know so yeah, smash smash tonight you know choked out by guys are 140 550 pounds bro they’re like little leeches and we have Toby eloquent. energem is fighting the news number one tomorrow night. Um, you know, so we had Gordon Ryan in there a few weeks ago given a like a little seminar we had Bushido Gracie, who Shasha cyborg. They all come into our gym. We’re like a hub dude. It’s awesome. Here it was. So you got to get wheels up and come here man. Time to shine today podcast versus squad. We are back with my Storify Rockstar stuff. Erickson sat you and I could talk literally we will one day, an hour and each one of these questions. Well, most of you got five seconds with no explanation. No storytelling shit. Alright, user night. We’re gonna turn on our Nerd button right now. And we’re gonna it’s gonna give answers ready? Get let’s level up. So what’s the best leveling up advice that’s ever received?

Unknown Speaker  26:24  

Oh shit. Five seconds

Unknown Speaker  26:31  

we’ll just say don’t quit that work. share one of your personal habits that contributes to your success.

Unknown Speaker  26:39  

Meditation. Love it, love it.

Unknown Speaker  26:41  

Other than your website Storify agency.com And my shameless plug have time to shine today.com What website does Seth go to level up?

Unknown Speaker  26:52  

to level up? Actually, power thesaurus. Yeah,

Unknown Speaker  26:58  

got it. So you see me walking down the street you’re like man Fergie looks like he is in his doldrums other than your book How to Ask humans what book would you might want you handle me to level me up hammy to level me up. Atomic habits. Yeah, James clear. I love it. Love it. Your most commonly used emoji when you tax

Unknown Speaker  27:18  

it’s the it’s the laughing crying emoji. That’s like tilted

Unknown Speaker  27:22  

sideways. Got it? Yeah, love it. Nicknames growing up.

Unknown Speaker  27:30  

Let’s see. nicknames. Jack Rabbit,

Unknown Speaker  27:34  

Jack Rabbit. chess or checkers?

Unknown Speaker  27:38  

Chess. Wow, of course.

Unknown Speaker  27:40  

Ryan right on favorite charity and organization like to give your time or money to

Unknown Speaker  27:45  

Red Cross.

Unknown Speaker  27:46  

Beautiful. Last question. You can elaborate on this one a little bit. But what’s the best decade of music? 6070s 80s or 90s?

Unknown Speaker  27:54  

I’m going to go 80s.

Unknown Speaker  27:56  

Really? How old? Are you South if you don’t mind saying 43 Okay, so we’re close. I’m 49 I’ll be 50 next month. So we’re right in that genre with the big hair don’t care and the beginning of rap and Irish invasion with YouTube and Duran Duran too. There’s so the 80s said to me, I graduated 9090. So it’s like the 80s was my jam. So I appreciate you saying that. So so how can we find your brother?

Unknown Speaker  28:19  

Yeah, so you can find me at Storify agency.com Storify is s t o r Ify agency COMM And if you’d like to check out the first chapter of the book for free, you can go to Storify agency comm TT S T. And that’ll take you to a landing page, you can just download the first chapter of the book or you can purchase the book. So love it, I find

Unknown Speaker  28:43  

it’s quite all of that including with my generous friend Seth here will be in the shownotes right below. We’re going to do a book giveaway where time to shine today is going to purchase the book I’m going to have a good friend Seth Hancock it to you and mail it out to let’s see, we’re gonna put in any of our social whether it’s Pinterest, Instagram, LinkedIn, Twitter, anywhere, um, human hacking, put human hacking in the that way we know you’ve listened this far in the comments. And I will make sure that on my dime, Seth will sign a book and get it out to you. And honestly, I’m kicking myself right in the shin for not reading this book yet. I’m literally going to dig into it like today. You everybody knows out there that I have, you know, four or five books going at once. So this is definitely gonna be one of them because I need to level up my story and some of my things especially as I’m writing my hero’s journey, my book as well. So, Seth, can you do me a favor and leave us with one last Knowledge Nugget you want us to take with us internalize and take action?

Unknown Speaker  29:49  

Yeah, it’s just the understanding that all of us are storytellers. Just like we all breathe, but you when you understand how storytelling works, you can improve your your Storytelling and how you communicate and that will deepen the relationship with your customers and your family members and your friends. So

Unknown Speaker  30:07  

love it. Love it and squad. This is such a unique unique interview in so blasted my good friend Deanna. i This is a shout out to you beautiful there in Chicago for putting us together and you know, someone that grew up, and whose story teller that was, it was kept dormant, you know, and as he grew older, and he was kind of like working with businesses put lipstick on a pig, and understanding that he did not really make an impact how he wanted to be, you know, he told us that we’re how we communicate with squishy meat bags, you know that our brains organized memories in our heads, that becomes a story. Okay, in just go back to probably the time marker, 10 minutes. And he really digs into that, okay, you know, he’ll tell you this story, if you reach out to Storify. Or if you want a warm introduction, reach out to us, you know, they’ll help you understand that what you do matters and how to bring more clients in through the power of stellar storytelling. You know, he told us at the center of brand, center of the brand is our story in the center of our stories, our customers. So we want to engulf that customer with a story. So they feel that emotional impact to really be attached to your business. You know, he diversified and read different books to really help him level up. So again, not all readers are leaders, but all Leaders are readers. So get the reading or like my boy, Seth did just crushed out the audible, okay, you know, I have so many notes here, I’m just gonna do them. It’s like, you know, human stories are timeless. So it’s like, the same story is told from back in the stoics. If you really read or the Bible, the same stories are our frickin like, told throughout the anything. It’s like Star Wars is really just a retelling to me of like World War Two. You know, Vader is frickin German for father. It’s like, I mean, it’s just like, how we overtook things, you know, but it never really changes too much. But it provides so much emotion to you to your clients and your customers that they really attach to people or attach their emotions to it. And that’s gonna be remembered as someone who helped more companies succeed, not just as their company but the grow the economy, provide jobs and help and it’s like, it’s like history, even the word his story itself story. He’s my guy here. You know, Seth also believes in teachable moments through humor, and he’s just like me, man, he’s not self deprecating, but he’s not afraid to make make fun of himself just like me. I’m a six foot one 260 pound guy. It’s a big dude. And I’d make fun of myself all the time. But I I don’t self deprecation. Don’t be afraid to be funny, even if people don’t think you are because it’s going to help your emotional. You know, he’s reminds us Lastly, that we are all storytellers. Okay, that if you understand how storytelling works, it will help you communicate your story of your business to your clients. That’s exactly what he did here. And Seth, you level up your health, you level up your wealth. You’re humble yet you’re hungry, you You spilled so much of what you do, and I can’t wait to dig into more and actually collaborate with you here in the near future, and get on the jitsu mats and have some fun, man. So coming on, brother.

Unknown Speaker  33:24  

Yeah. Can I Can I mention just one last thing about the book that I think you’ll find interesting, right? So I believe my book is the first book to actually have a soundtrack to it. So each chapter has a song that goes with what’s in the chapter or the feel of the chapter. And you can find those put that playlist on Spotify and YouTube so you haven’t read the book. Listen along. So

Unknown Speaker  33:45  

love it. Awesome. And I’m gonna have Donnie put that part a little bit early in the book so people don’t listen to my meat going on recapping this all right, Donny. Appreciate it. Awesome. So I really appreciate again, Seth. Love your guts, bro. Talk soon.

Unknown Speaker  33:58  

Yeah, man. Thank you. Appreciate it.

Unknown Speaker  34:00  

Hey, thanks so much for listening to this episode of time to shine today podcast. proudly brought to you by Sutter in New Jersey real estate real estate excellence who can be reached at 561-249-7266 and online at www dot Sutter in nugent.com. If you’re a business owner or professional who would like to be interviewed on time to shine today, please visit time to shine today.com Flash gust. If you’d like this up, so please subscribe on Apple podcasts, Google podcasts, Stitcher, Spotify, I Heart Radio or wherever you get your podcast. There’s a link in the show notes to our website. Also there you will see a recommended resources. We hope that you will support our show by supporting them. If you like what you’ve been listening to, it’d be great if you could just give us a five star rating and tell your friends to subscribe while you’re at it. I’m your host, Scott Ferguson. And until next time, let’s level up it’s our time to shine.

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