I understand that you're making an argument under twenty nine three, but the Court of Appeal confirmed the, uh, finding of the judge that there were breaches to Section eight point one and eight point four.

C- certainly, the Court of Appeal did do that, and so I would say two things.

I guess the first is my primary submission today is focused on the remedy that would arise under the TOE clause.

It's not necessarily focused on the breach, but I do not concede that there was a breach.

I do not concede that as promptly as practicable necessarily means sixteen months rather than five months or eight months.

In fact, the trial judge didn't even give a date here as to when the breach occurred.

We don't even know when the trial judge thought there was a breach.

Right

I understand that you're making an argument under twenty-nine three, but the Court of Appeal confirmed the, uh, finding of the judge that there were breaches to Section eight point one and eight point four.

C- certainly, the Court of Appeal did do that, and so I would say two things.

I guess the first is my primary submission today is focused on the remedy that would arise under the TOE clause.

It's not necessarily focused on the breach.

But I do not concede that there was a breach.

I do not concede that as promptly as practicable necessarily means sixteen months rather than five months or eight months.

In fact, the trial judge didn't even give a date here as to when the breach occurred.

Right

Mm-hmm.

It's pretty self-explanatory.

You know, a random stranger, uh, or you approach a random stranger on the street, and a story unfolds.

Now, the beauty of that format, in all formats, is it can be used for any industry, any niche.

So, for example, Man on the Street, you have an account like School of Hard Knocks, where the creator, uh, approaches very successful people on the street and asks them, "How did you become successful? How'd you make your first million dollars? How much money was the most amount of money you made in a year?" Then you could have somebody like Body by Mark, who's a nutritionist, a fitness expert, that goes up to fit people on the street and asks them, "What is your fitness routine?" Or you can have a photographer like Alex Stemp that approaches random strangers and asks them, "Can I offer you a professional photo shoot?" So that's an example of a format.

Another example that I'm sure a lot of people have seen is called Two Characters One Lightbulb, where it's the same person plays two different characters, and they debunk a common myth or misconception about society or an industry.

You have, uh, Erica Kolberg that uses it for, like, legal fine print, what happens when your, uh, AirPods break, or we- when you miss a flight.

Mm-hmm.

What are we getting here and what kind of guided the writing of this book?

The past eight years, we've been developing a creative model from scratch.

So myself and my team at Hookpoint and basically it build a one of the first social media advertising companies when the ad platforms first started to launch.

And we worked with Fortune 500 companies and we scaled to managing about 100 million a year in ad spend.

And I just saw a tremendous amount of inefficiencies in terms of the creative process.

that goes into creating content for social media.

So the first phase of it was, hey, we're just going to take our traditional assets, our TV assets, our billboard, you know, magazine ads, we're just going to put it on social media.

How are we using these principles to get this social media rolling?

[laughs] What are your thoughts on what I just said?

So there's a lot of nuance that goes into content breaking through.

Um, first understand that there's 5.2 billion people on social media today uploading upwards of one billion pieces of content across all of these platforms every single day.

So the amount of content that you're competing against to break through is enormous.

It's literally survival of the fittest of the best storytellers.

So when you're competing at that level, oftentimes you're talking about seconds or fractions of seconds that dictates whether your, your content connects and retains audiences' attention or falls flat.

So it could be as simple as, like, like, like a big mistake people make in the first three seconds is, is, is not having a clear visual hierarchy.

Yeah.

Okay, so what started this whole followers thing and writing books about it? (laughs)

Yeah, so after I was working at those technology companies, I found a company.

There was three guys around a kitchen table, and they were one of the first companies that would run ads for other brands on YouTube ads.

So again, people don't realize that YouTube, when it first started and for a while, did not have an advertising platform.

It didn't exist.

But when they built their advertising platform, there were companies like this one that started to run paid advertising for other clients.

So when I found them, they were like three guys around a table managing $300,000 a year in paid media spend, and I leveraged my connections through the entertainment industry and brought in some key players that I had met over the years, and that company grew to managing about a hundred million a year in advertising spend and grew to 250 employees.

But yeah, I still want to hear how you got the million, and then how does that translate into Hooked Point and going viral? (laughs)

Mm

... to the top are the best storytellers.

So it's survival of the fittest, but in this case, survival of the fittest are the best storytellers.

So what we do, um, is we analyze these different formats or structures.

Now, a format that everybody knows outside of social media is movies.

So I started my career in the movies, and every movie over the past 100 years has used the same three-act structure.

That is their format.Whether it's Steven Spielberg making "Jaws" or Quentin Tarantino making "Pulp Fiction," whatever your favorite movie is, it's following that same format.

What are some tips that you give out in "The Guide to Going Viral" that are very important for, for people to know?

Mm

... to the top are the best storytellers.

So it's survival of the fittest, but in this case, survival of the fittest are the best storytellers.

So what we do, um, is we analyze these different formats or structures.

Now, a format that everybody knows outside of social media is movies.

So I started my career in the movies, and every movie over the past 100 years has u- used the same three-act structure.

That is their format.

Mm-hmm