And it's not happening.

I completely agree.

And even if you do decide to accept a lower price for some work, negotiate some upside in some way or another, right? I think the profitability angle, and not to kind of make this all about AI, right, because I'm sure we could all sit here all day and talk about AI, but going back to the profitability bit and some of the things that you were saying earlier, I think is really interesting because businesses should be focused on outcomes, whether it's a creative platform, an idea, or a mobile app, or a website, or a strategy, whatever.

The brand or the buyer should be buying the outcome, no matter how the supplier, the solution provider, the agency can get you there.

However they get you there, that's their job.

So I guess the profitability thing, looking at Benchpress next year, the year after, 2030 as a kind of a marker, can that profitability increase? Because you could be running a 15-person consultancy, but you might be able to have the output of a 25-person consultancy without having to take the headcount.

correctly structured, but using tools and systems like we already do anyway and have done for years to work smarter.

How do you tackle that?

And Tom, in a traditional sense, prior to the internet, you, you wouldn't maybe be considered what today is now considered a creator, but in today's sense, like, you grew through a podcast distributed through social, right?

100%.

I mean, the, the internet changed specifically comedy and stand-up comedians' careers just exponentially.

There's zero comparison.

Like, if, if it were 1995 and I were the same person, same comedian, like, these things just...

None of this would exist.

Like, you would just be...

[laughs]

Oh.

This is when I'm supposed to be out, you know, doing stuff, not in this dark room here.

Um, but i- for whatever reason, this June has been nuts.

W- we normally see these kinds of storms in the spring or in the fall.

It's very uncommon to see this kinda stuff in June, uh, which is one of the reasons everybody's so concerned about tomorrow.

The, the amount of humidity that we're gonna have tomorrow with the amount of wind shear that we're gonna have is something that we really haven't seen in a very long time.

So we don't know exactly what's gonna happen, but we know it's gonna be bad.

Wow

And to see it all kind of laid out made absolutely sense to me so it's a cracking book it's called Don't Sell and we'll talk about it a little bit later so tell me about what Friday Solved solves and what's the key problem it solves

we solve sales simple as that you know that's what we're here to solve but we do it through different means so when we're working with agencies specifically We have this model, which we call, it's a terrible name.

When you think about it, it's build it, don't buy it.

So we're not the next retainer that you're going to get hooked on.

We're not the next kind of hire you're going to get hooked on.

We're building for long-term sustainability, long-term ownership, and importantly, empowerment of the business and the people to run it themselves.

Because when you're in control and when you're driving seat, and this is kind of the psychological problem, like if you're paying for a big retainer to outsource, there's an expectation like, where's my leads? And you're not really putting enough into it because it's like, oh God, I'm paying this massive retainer.

of

So I'm sorry to interrupt, I

guess.

Yeah, but...

I was I was so focused and like spending so much time reading and looking into the national weather story.

I was like, I might as well like record this and put it online and let's see what happens.

And my thought was really in the beginning that this was just going to be weather attainment and I was just going to be.

you know hey let's hype up the snowstorm seven days from now let's let's talk about like what the worst case scenario could be um and stuff like that and in the beginning that's what it was the first people that found my channel were not everyday people just looking for weather information they were hardcore weather nerds it's the same people that was on the forums that i was talking to the same people in discord servers and whatever um but What eventually happened was I started going live.

So are you a big, you being a plural or a big team, is when you go live or when you're creating your content, is it just you or is there a team of people behind it?