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- [00:01]
Ralph Burns
Our friends over at Appsumo started with one simple idea. The tools you need to grow your business shouldn't put you out of business. That's why they work directly with developers to get exclusive discounts of 80 to 90% off software, saving entrepreneurs like you over half of a billion dollars since 2010. Some of the biggest names in tech like Mailchimp, Zapier, Dropbox all got their start on Appsumo. With a rotating selection of hundreds of tools, the ones that you're using anyway and probably paying too much for, you'll find all the software you need to make your life easier in 2025. Plus, with a 60 day money back guarantee, you can try any tool risk free. Oh my God, what a deal. Appsumo rarely offers discounts, but they are going to offer a deal here for you. The Perpetual Traffic Listener. Because prices are already so low, but we got the biggest discount we could possibly get from them anywhere. You get 13% off your first order with the code TRAFFIC13. These guys have been saving entrepreneurs like you and marketing people like you hundreds of millions of dollars since 2010. Don't miss out right now because they don't offer discounts like this. Head on over to appsumo.com enter the code traffic13 and get 13% off your first purchase at appsumo.com you're listening to Perpetual Traff. Hello and welcome to the Perpetual Traffic podcast. This is your host, Ralph burns. I'm the CEO and founder of Tier 11 alongside my amazing co host Lauren.
- [01:46]
Lauren E. Petrulo
E. Petrulo, the founder of Mongoose Media.
- [01:49]
Ralph Burns
And you, you are calling in from not Orlando. Like you've been on the road for about what like seven months now?
- [01:57]
Lauren E. Petrulo
I mean at this point it feels like 21 years.
- [01:59]
Ralph Burns
21 years. I was away for like a month and I felt like it was like seven. But when I got back it was great. I was like, wow, I really like living here. Supposed to out of a suitcase, you know, for an entire like month. But you're in, where, where are you? You're in Wisconsin.
- [02:18]
Lauren E. Petrulo
I'm in Wisconsin. I'm in Door County, Wisconsin, repping my mother's clothes. For those that don't know or are not watching on YouTube, know that I'm wearing pink flannel a la an 80 year old.
- [02:28]
Ralph Burns
You're looking good.
- [02:29]
Lauren E. Petrulo
She's like, it's 10 degrees colder. And I was like, I don't have those clothes.
- [02:33]
Ralph Burns
I don't have any warm clothes, mom. Well, thanks mom for that. That's awesome. Today's show is actually on two things. First off, a little bit of a health update on both sides, but then also what's really pissing us off these days. And I got off a call that was actually, it was two or three days ago. And we're going to talk about that and Amazon agencies in particular. Oh my God.
- [02:58]
Lauren E. Petrulo
Spoiler alert. Skip this episode.
- [03:00]
Ralph Burns
Yeah, if you're an Amazon agency, you don't want to hear what I have to say about you guys. But anyway, and then we're going to get into. I don't even know what yours is, but I'm sure it's going to be something funny, insightful. But the point is, is that we're going to get into that in just a second here because there's a bit of an update. Our first couple of months of 2025, we talked about big goals, setting big goals, how to create a better present is by creating a bigger future. You can say that any way that you want. Dan Kennedy says it a gazillion different ways. But anyway, set lofty goals that are just outside or far outside in many cases outside your comfort zone. And we have done that here in you're 11 from a business standpoint. Alongside of that, I never really talked to you, and we haven't talked about what our health goals were in 2025. And one of the things that you started doing is wearing a whoop, which is something that I used to wear for probably about a year or so. I don't wear it anymore. And if my niece who works at whoop actually hears this podcast, she's going to be pissed off because she still thinks I'm wearing it. But one of the big things for us was overall health improvement this year, and I've certainly made a lot of those changes, especially within the last month or so. But you've used the whoop, which a lot of people use these now, like either a WHOOP or an OURA ring, which is another one. My COO uses the OURA ring. He swears by it. But you really like the whoop. And for reasons probably having to do with productivity, general health, like you're a data person sort of at heart, you're now monitoring your own physical wellness based upon this device and then maybe some of the other female things that go along with it. So tell us what your impressions are of it since you started wearing it. I believe. What, since November of last year?
- [04:54]
Lauren E. Petrulo
I think I got it early December, by the way. This is not brought to you by whoop, but if you want, it's not. You can get a free month and you can give me a free month back if you're interested in this.
- [05:04]
Ralph Burns
You know you actually can when you refer. That's true.
- [05:06]
Lauren E. Petrulo
Yeah. I was like, I'll give you that affiliate link. You can have it. That's fine.
- [05:10]
Ralph Burns
We'll put it in the show notes. Get Lauren a free month. Like, why not?
- [05:14]
Lauren E. Petrulo
It's.
- [05:14]
Ralph Burns
What, what is it per month? It's like 30 something dollars. No, 60.
- [05:18]
Lauren E. Petrulo
Pay the year up front.
- [05:19]
Ralph Burns
Oh, yeah, yeah, we did like the 3.99 a year, I think thing way back when. But anyway, so you like it, but you're still in that honeymoon phase because it's only like April right now.
- [05:29]
Lauren E. Petrulo
I will say, hold on. I was like hyper skeptical. It was like, you can get the whoop and get it for free in the sense of like a full 30 day money back. And so I was looking at it carefully and the first month was not a honeymoon phase. I was like, what the f? There's too much data. Like, I'm super overwhelmed. Think about the person who's used to advertising by boosting an Instagram post and then all of a sudden they're inside the ads manager. I was like, what the F?
- [05:51]
Ralph Burns
Right?
- [05:51]
Lauren E. Petrulo
I was too much data telling me like, your HRV needs to be here. I'm like, what does that mean?
- [05:56]
Ralph Burns
Yeah, what the hell is my hrv?
- [05:58]
Lauren E. Petrulo
Any of that? Yeah, yeah, yeah. And it was like your sleep, your stress, your strain. And I was like, you're stressing me out. This is too much data.
- [06:06]
Ralph Burns
So there is that. So if you ever go down like the aura or whoop path, be prepared to be overwhelmed. And this does go back to productivity. We are going to talk about some advertising related stuff here, but you know, if you don't take care of this stuff, the advertising, the digital marketing side really doesn't matter all that much. Trust me, I've been to that point. It doesn't. Life stopped for me about two, three years ago for a variety of different reasons, which we'll get into in just a minute here, but. So you like the whoop? Although it was overwhelming at first. How did you sort of overcome that initial trepidation of feeling overwhelmed by too much data?
- [06:44]
Lauren E. Petrulo
I think it's just like how I felt when I transitioned from an Android to an Apple. It just takes time and you have to explore like one bite at a time and then you become accustomed to it. And the biggest piece was like, all right, I'm just going to look at sleep. And I'm someone who's like, I can easily sleep in a bathtub. I am accustomed to running on four hours of sleep now. I sleep six and a half hours pretty naturally. But, I mean, I knew I would just sleep four hours. And I wasn't tired. I wasn't insomniac in any measure. I could fall asleep in any place standing up and wasn't hard to wake me up. I remember one time, though, in college, I slept through a fire alarm and my teammates all left me. I was on the upper bunk and the fire alarm was next to my face, and I woke up and they had been gone. I was like, where'd you guys go? Because I didn't hear it.
- [07:33]
Ralph Burns
Never heard the fire alarm. That's awesome.
- [07:34]
Lauren E. Petrulo
That was college and exhausting in and of itself. But no, I mean, for the whoop or whatever. Like I said, it makes me feel like my body is my own abs dashboard. Because I know how my day is going to be and where my rest is, where my recovery is. I will make changes. I will do a workout. I won't do a workout. I'll push harder on a workout or I won't. I'll add in a nap to my day so that my next day is stronger. And then because I'm competitive, what's really cool is you can have, like, circle of friends. So, like, shout out to Damon, who's, like, one of my closest friends. He also has a whoop, and he's in Australia, so we'll compare. How are we keeping. How are we taking care of our bodies in comparison to ourselves? Or you can see globally or, like, regionally. It's also a really good conversation starter because it's a very entrepreneurial thing to wear and spot. And it's like your easy icebreaker always like, hey, is that a whoop?
- [08:25]
Ralph Burns
Yeah.
- [08:25]
Lauren E. Petrulo
Okay, where are you on the phase? Like, has it changed your life? Like, the whoop can tell you when you have enough data, when you're sick before you even feel it.
- [08:33]
Ralph Burns
Yeah, that was very helpful when I was using it. It anticipated when I had Covid. Oh, it knew I had Covid. Before I had Covid. I was like, what is going on here? But there was also bad sleep and a bunch of other things that were going on. So, yeah, it's very helpful there. However, I felt like after using it for about a year, I did use it for about a year. And this is pre. The battery being waterproof. I would wear the goddamn battery in the shower and it would, like, break. And that was my biggest pain in the ass moment with it and it was like one other thing to. It was one other thing to charge and take care of. And it got to the point where I was just like, you know what? This is just too much. And also what I was finding is that hrv. And we'll leave links in the show notes of this. HRV is heart rate variability. And it's a measure of autonomic nervous system efficiency. Basically the heart. The variability of the beats of the heart, if I'm not mistaken. But basically it's measure that both Aura and Whoop use to measure how rested you are, how ready you are for exertion, all of that. I'm greatly simplifying it, but basically it's like a higher score is better, a lower score, not so good. But everybody's HRV is within a range depending on what your age is. My heart rate variability is probably lower than yours based upon age. My son who got me into it and he wore his for about two and a half years was always like 100, 125, 150 HRV, which is super high. And mine was always stuck between 30 and 70. And I could never get out of like, yeah, but for me the average was around 50. Like 50 was good based upon my age and based upon all these other sorts of factors. So yours is probably higher than that. Yours is probably like 80, 90, maybe 100.
- [10:32]
Lauren E. Petrulo
I'm gonna check my whoop right now, but I will say, like, what's cool about it is they have WHOOP AI and of course all the devices are leveraging AI. So I'm gonna ask it, like today, my recovery, like, I'll show you. Like, look, it's green. It's 94%.
- [10:44]
Ralph Burns
94%, yeah.
- [10:46]
Lauren E. Petrulo
And so I can go into it and, like, know what my daily outlook is. And I asked like, hey, I'm at 94 recovery. Why am I not at 100? And they're like, here's what you can do. And I was like, hey, I'm gonna be in the car for five hours today. So I'll get different things to cycle in so that I can improve my day. But like, a hard part of it is you don't want to become over reliant on the data. Same as you don't want to stare at an ADS manager dashboard all day long. You have to use it to guide you, not control you. And that. So I went through the phase of like, this is too much data. I was like, oh, I understand the data. Then I was too dependent on the data. So I would determine how well rested I felt when I looked at the Whoop app. Was I green, yellow or red? Red. Being you're exhausted, today's going to suck. Green is like you're on the highest level of energy productivity possible. So then like that's where I'm at in the customer stage, but I'm not. My HRV is 119 right now.
- [11:35]
Ralph Burns
119. Okay, that's. And that's in the green phase. So like your red phase would be. Your HRV would be what? Like, just as an example, because everyone's ranges is different. It's very variable based upon age. It's based upon a lot of different factors. Like what's normal for you is not normal for somebody else. And you can be the same age.
- [11:55]
Lauren E. Petrulo
So my average is 81, which is above my previous 30 day average of 75.
- [12:03]
Ralph Burns
Okay.
- [12:03]
Lauren E. Petrulo
And right now I'm at 119.
- [12:06]
Ralph Burns
So my average was always like in the 50s, 40s and 50s. And if it was like in the 20s or 30s, it was like that was red as red could be. So my problem with it is this, is that I work out almost every day. And so that was part of it. Like, that was an attraction to it because it's like, am I over training? I was always sort of worried about that. It did actually help me to monitor my workouts more. Instead of going every single day and going hard every single day, I then realized that I needed a rest day in between. And then my workouts were better, but then stress management was worse because I didn't get that day of exercise, which, you know, the endorphin rush is sort of coming down and the calming and everything. So it helped in some ways. But what I also noticed is that some days I would get up, I'd go to the gym, like, I feel great today. And then I'd look at my whoop and I'm in the red and all of a sudden my workout would go to shit.
- [13:02]
Lauren E. Petrulo
Because you were influenced by the whoop.
- [13:04]
Ralph Burns
The whoop? Yeah. So like it was psychosomatic.
- [13:07]
Lauren E. Petrulo
Exactly. That's the hard part.
- [13:09]
Ralph Burns
Really ticked me off. I was like, this is. But I feel great today. What the hell's going on? And yeah, I was like, how much? So for me, I did do it. I did it for a year and now it's even better. And obviously my niece works there, so it's like she's the show. Like, forget it. But the point is that it worked for me for a certain period of time. Did it alter My lifestyle 100%. Did it make me more aware of the effect of sleep? For me, and there was always this expression that we would have around the house. It's like the Internet never sleeps and neither does dad. That was no joke. I was building this thing. It's like it was four or five hours a night for 10 years, which probably had the worst effect. And then I developed cardiovascular disease, like all these other sorts of things that came along with it. Point is, that did not help at all. Getting the whoop made me realize sleep is. I'm so dependent on sleep. So I have a much more of a, almost intentionality when it comes to sleep that I never had before. And I think that came out of having the whoop for that many for that long.
- [14:17]
Lauren E. Petrulo
I agree with that. I look at it and it tells me what time to go to bed. Yeah, Like I just. I'm gonna call a spade a spade. Like, I need to be mothered. I need to be told what to do. You go to the gym and you're happy to work out on your own. No, I need someone to tell me what to do or I'll take a class and then I'm happy to do it. Yeah, run me ragged. But I need someone to tell me what to do. And I was saying it's best if you can go to bed between now and 11:15. Like it was like 10:55 last night. It's like between now and 11:15 so that you can get your 100 sleep goal. I'm like, all right, cool. And again, it's the small micro lifestyle changes I'm hoping are going to have macro impacts. The small micro changes will have macro impacts in my life, which is where I like, I appreciate what the whoop does. It got me into meditation because I was asking whoop, what do I need to do to increase my recovery score. And they're like, well, here's meditation, here's yoga, or things of that nature. So I started actually using the balance app, which is something.
- [15:14]
Ralph Burns
Oh, cool.
- [15:15]
Lauren E. Petrulo
My friend Susie gave me a year of. And I'm like, oh my gosh, what is this Meditation. Woo. Stuff.
- [15:20]
Ralph Burns
Yeah.
- [15:20]
Lauren E. Petrulo
But whoop told me it'll help me be better. So I was like, I'm listening.
- [15:24]
Ralph Burns
Has it enhanced your hrv? Has it enhanced your scoring? Meditation? That is.
- [15:28]
Lauren E. Petrulo
I don't pay attention to that one. I really. I'm as basic as it goes. I'm like, am I green more often than. I'm not.
- [15:33]
Ralph Burns
Right.
- [15:34]
Lauren E. Petrulo
And I know that if I do meditation because I also do like every Morning when I wake up, I give feedback onto what I did that day. So there's like 200 questions or something. I curated 12 that make the most sense. So it's everything from like, did you menstruate? To did you masturbate? Did you have alcohol? Did you have caffeine? Did you share a bed? Was there a dog in room, a cat? Like, all these different places, did you travel? Did you work from home, did you go outside? All of these things, you just curate the ones that you want to answer. So I did the ones that are most applicable to my lifestyle.
- [16:00]
Ralph Burns
Yeah. You check it off every single morning?
- [16:02]
Lauren E. Petrulo
Yeah. It's like, how many hours did you spend connecting with friends? How many hours did you spend outside? That information then gets, like, amalgatized, whatever that word is.
- [16:13]
Ralph Burns
That word amorphurated. I don't know, some.
- [16:16]
Lauren E. Petrulo
A word included into the data so that it can have more predictive patterns. And what I really liked about it in February. So after like, two and a half months on it, I was now being told, hey, when you drink at least 10 glasses of water. Because for anyone that's listening and doesn't know, I was born with one kidney. So, like, the amount of water I need to drink has always been 20% higher than the average person. And so when it's like, hey, when you're sufficiently hydrated, your sleep recovery increases 3%. So it starts to take those journaled habits and uses AI to make better predictions. And I know that when we talk about AI, there's so many different versions of AI. This isn't gen AI, but it's statistical AI and it's predictive AI. And I mean, I'm here for it.
- [17:00]
Ralph Burns
Yeah. I think anything that you can do that doesn't annoy you, whoops. Started to annoy me. And that's when I was like, all right, I've gotten what I want out of it, and that's fine. We still have people inside chair 11 that still wear them and still use them. I just found, like, I'm kind of done with it. I kind of got what I needed out of it. It basically says, get more sleep, drink less alcohol, and then take rest days. Literally, those are the three things that I got from it. And I'm like, I don't need that to tell me every single day.
- [17:30]
Lauren E. Petrulo
You don't need to spend 3, $400 a year for that.
- [17:32]
Ralph Burns
Right?
- [17:32]
Lauren E. Petrulo
I mean, we know those things to be true for me, like, I'm a toddler. I have so much decision fatigue. I run around making Decisions every single day. So when I don't have to make any, I won't. Hence, my mother dressed me. She gave me clothes that are like, this will keep you warm. It's like pink flannel.
- [17:48]
Ralph Burns
That's good.
- [17:49]
Lauren E. Petrulo
Absolutely. Okay. I'm half conceded.
- [17:51]
Ralph Burns
Keeps away cold. Yep, that's it. It'll be interesting to see, like, you're still four months into this, really with it, like, how you feel in another four months. So whether or not you feel the same way or whether you're like, you know, it's like, one more thing to charge. That was for me. And then I kept losing the batteries, and it was like, I agree on that. Where's the whoop charger?
- [18:13]
Lauren E. Petrulo
Yeah, but the conversations. I have the conversation. I mean, this whole started because you saw that I was wearing a whoop. So it started us to connect, and we exposed some stuff, vulnerable health stuff to each other. It's a cool app, necessarily. Stuff we talked about. I told you how, like, I use the lively app to track my cycle, and I let my assistant know she has full visibility so that she can schedule my calendar accordingly. Like, I think the whoop is a really good in, especially for founders. I feel like it's like the Tesla of health optimization. Smart gear.
- [18:46]
Ralph Burns
I agree. I think it's actually. It's great. I learned a lot from it, and then I'm setting it aside and I'm on to the next thing. So my next thing is that I converted to veganism three weeks ago, to.
- [18:58]
Lauren E. Petrulo
Your surprise, more cheese and ice cream than one individual should or could in a lifetime. Like, I'll wake up and I'll eat a brick of cheese for breakfast.
- [19:09]
Ralph Burns
I love all dairy, all meat, all chicken, steak, everything, like hamburger. A hamburger is, like, my favorite meal. Pizza. Are you kidding me? So, anyway, so to two. Between two and three years ago, I had two significant coronary events, like ischemia. Like, I almost died twice within a year. So anyway, set that aside on all these drugs. I finally changed doctors because I was like, this doctor isn't good enough, so I need to go to another doctor. I went to another doctor. I basically just fire doctors if I don't think that they're doing a good job, because I think that's the way that it is. And I have no white lab coat syndrome at all. I have no issue.
- [19:51]
Lauren E. Petrulo
Is that what we should call that to people that just go from one agency to another?
- [19:55]
Ralph Burns
Yeah, probably. But anyway, I did settle on a cardiologist that I really do like, and they call him the Garbanzo Bean, doctor. He's at Harvard Medical School, Brigham and Women's. He's not the head of the cardiology department. The point is, he was great. He's like, listen, here's what you need to do. I'm going to put you on all these drugs, but what I also want you to do is eliminate one meal per day where you're eating animal protein. He's like, do the research on it. It's the number one cause for cardiovascular disease, among other things that are out there. Even if you're having chicken breast with no skin on it, that's low fat, or a low fat hamburger, it doesn't matter. Animal fat is horrible for you. Do the research. I did the research and so I started converting one meal a day to no animal protein. But basically I've eaten animal protein every single day of my life ever since I was probably like 4 years old. And then finally, to make a long story longer, about three or four weeks ago, my doctor said, well, you know, we're going to up your dose of blood pressure. Medicine doesn't really seem to be. Things seem to be sort of climbing up. I'm like, screw this. I'm like, I'm not doing that. So I'm like, I'm going to go full on vegan. And so I went. So it's been three weeks today.
- [21:04]
Lauren E. Petrulo
Better believe in it.
- [21:06]
Ralph Burns
Like, I have like scoured labels. No dairy, no mayonnaise, no milk, no cheese, nothing. No cookies with like butter in it. Everything. I've been like hardcore looking at, like devouring labels. It's like I eat lentils and beans and stuff like that, which is actually really, really good. Believe it or not. You'd never know, like if you cook it the right way for lunch. Now it's supposed to lunch meat. And so I have a cardiology appointment this Thursday. I get all my labs and I want to see the effect of my lab because my doctor's like, all right, it's been three and a half weeks. You're gonna have, you're gonna see some changes. So I'd love.
- [21:46]
Lauren E. Petrulo
So that has to be statistically significant, enough amount of time correct for you to see a variable in your markers, for you to determine if it's a trend you're gonna stick with or if it was just an isolated.
- [21:57]
Ralph Burns
It's a very data driven solution here, so it'll be interesting to see if those markers actually go. But point is like, my ldl, my total cholesterol is super low anyway. It's like under 100. Which is crazy low. But can you get it lower without drugs? So my goal is to get off all the medicines that I'm on right now because of this thing that happened two, three years ago, which my doctor was like, it's genetics and it's animal protein. Sorry, dude, that's your problem.
- [22:25]
Lauren E. Petrulo
That's how it happens.
- [22:28]
Ralph Burns
One you can't control, but it's only about 10 to 15% is genetics. The other part is diet. If you do the research on it, and I'm not going to try and convert anybody to veganism, I don't care if you stay vegan or not. The point is, this is what I'm going to do for me, because the whoop, it gave me a lot of insight and then I took that and it did change my life. Now am I going to be full on vegan for the rest of my life? I have no idea. I might start eating fish eggs. No eggs, by the way. That's a tough one. No, no eggs, no cheese, nothing. Nothing dairy. So anyway, it'll be interesting to see and we'll have to do like a follow up episode if people actually care about this stuff at all.
- [23:06]
Lauren E. Petrulo
But, but this is a fly in the wall conversation that are like, okay, do they talk about anything other than work once in a while.
- [23:13]
Ralph Burns
Once in a while? Every now and then we do. The point is, is that the people who listen to this show, you're probably a director of marketing, VP of marketing, you're running your own show, or you're a media buyer and you're probably working way too much and your health is the thing that you're forgetting about. And trust me when I say, like, I was in your shoes and then something really bad happened. So.
- [23:32]
Lauren E. Petrulo
And you don't want to be Tom Brady, as I just started watching the Roast of Tom Brady. Or no, you don't want to be Drew Bledsoe. You don't want a Tom Brady to come in.
- [23:41]
Ralph Burns
That's true. You don't. I mean, that's an interesting analogy, but the point is that when you're the CEO, you're probably not going to get fired unless you're owned by private equity. So you've got to make sure that you stick around. And it's like the alternative people are like, how can you possibly do this? I'm like, well, the alternative is that I die. That's a pretty shitty alternative. So I can control this. Why not try it? What the hell? And it really hasn't been that bad. It's amazing. Like my wife Is you've met her, she is a force of nature. And she immediately went out and like got all this stuff and like the food that we're eating is so good, I can't tell you. And I never, ever, ever would have thought that ever.
- [24:20]
Lauren E. Petrulo
Can I recommend an app that was like, again, no way in shape or sponsored, but there's an app that got recommended to me. It's called Meal Lime and it's Meal M E A L L as in like lemon lime. And it's the way that like I started cooking and I'm useless in the kitchen. I don't cook, I don't clean, I don't grocery shop. But I will with this now and. Oh, I can share it with you, Ralph. I'll text it to you.
- [24:45]
Ralph Burns
Meal Lime. Text it to me. Meal Lime.
- [24:48]
Lauren E. Petrulo
You have a whole bunch of free recipes you can do and you get to say here's the recipe. Say, I'm gonna make a chicken quesadilla. Well, can't do either of those, but they have vegan options on there. So like I said peanut soup, soba noodles the other day and I was like, cool, this is what I want. And you can check off the ingredients you already have. So if you already have red pepper flakes, if you already have ground pepper, it'll say what to get and where to find it in the grocery store.
- [25:14]
Ralph Burns
So good.
- [25:14]
Lauren E. Petrulo
And you can do it proportion sizes. And I will say that, I mean for those that are listening still, that are watching on YouTube, just know that I was like, for those who are listening still, you're like, this is, this is the behind the scenes of marketing 1. I went and I was like, I knew exactly what to get at the grocery store. Generally when I go to the grocery store, it's like 300 in snacks. I only spent 200 because I bought a bunch of food. And like one of the snacks I got today is with broccoli guy. That's pretzels, honey mustard flavor.
- [25:41]
Ralph Burns
Looks delicious.
- [25:42]
Lauren E. Petrulo
That was the exception I bought to all the groceries. I buying with intention based shopping.
- [25:48]
Ralph Burns
That's great. All right, well we're going to give an update in a couple of weeks or like it. We'll. And we do these shows every now and then. We're lifestyle shows. Believe it or not. These are like some of our highest rated shows. So I here we are like joking about like, are you still listening? Are you still watching? Because everyone's dealing with this stuff. It's like, I don't care if you're a marketer of CEO, you're dealing you. If you're not, you're going to.
- [26:12]
Lauren E. Petrulo
Yeah. You know, I vouch for the whoop so much that I would consider getting it for everyone on the team just because of how I have found it helps make lifestyle changes in my life. But the other things of like I'm in Chicago for the next two months. I signed up for this thing called Real Roots where you like make friends and it's like with people that aren't in the marketing or they don't know me as the Lauren who lived here in high school or all these other different pieces. And so like, those are just small things that we're doing in our lives that help give us balance to running agencies, working with clients and budgets and deadlines and hiring and cash flowing and all these different types of. Of things that are working for us to maintain and sustain. Because like I said, anyone that's listening to this, you have ebbs and flows of stress levels. And these are just the things that, at least for me and you, that we have found that have helped your. You're in your vegan stage. Many of you know that I do a different hobby. A quarter.
- [27:06]
Ralph Burns
Yeah.
- [27:07]
Lauren E. Petrulo
So I, like, that's how I started learning Chinese and then I took Korean and then I did improv and then I did stand up and I'd done dragon boating and I had done fencing and I was gonna do silks. I try to like do these different tour to hobbies as ways to find myself in new circles to absorb so good consumer information. And then these are just all other small ones that you get to see it behind the scenes, like in the personal life. Oh, gosh. If you don't like it.
- [27:33]
Ralph Burns
Sorry, sorry. That's helps us learning. Side. I. I try to learn one new guitar song every single week. So yeah. And it's cool. And sometimes I post them on Instagram, sometimes I don't. So if you follow me on Instagram, it's sporadic at best.
- [27:50]
Lauren E. Petrulo
Oh, I just deleted Instagram from my phone.
- [27:52]
Ralph Burns
Yeah, there's probably like 40 songs on there. But they're all like ones I learned that week, literally the ones that are on there. And that's like my learning thing. That's how I get the brain going and stop thinking about this sort of stuff. Obviously. What I will say is just in closing here, we have not gotten to what is pissing us off. We're going to have to do that in a separate episode this week. The point is, is that since I've gone vegan, it's like My energy level has. It used to sort of ebb and flow during the day. It's so constant. And it's not because of caffeine. Like, I need less caffeine in the morning. It's very strange. And everyone's like, oh, now he's vegan. He's this weird thing. Well, do the research on it. I will say watch this cool movie on Netflix called the Game Changers. And if you're like a dude that's like, yeah, I only eat meat, like, check this thing out.
- [28:45]
Lauren E. Petrulo
Wait. It's unbelievable.
- [28:46]
Ralph Burns
It's unbelievable.
- [28:48]
Lauren E. Petrulo
Madison in New York.
- [28:50]
Ralph Burns
No, no.
- [28:51]
Lauren E. Petrulo
Okay.
- [28:52]
Ralph Burns
It's the Game Changers.
- [28:53]
Lauren E. Petrulo
I'll leave a link to where it's like twins and they do the two different.
- [28:57]
Ralph Burns
There is that one. I think that's you are what you eat.
- [29:00]
Lauren E. Petrulo
If I'm not mistaken, my cousin's in it, so he's a sous chef at eleven Madison. So I was like, ah, did you see him?
- [29:05]
Ralph Burns
Oh, really? No kidding?
- [29:06]
Lauren E. Petrulo
Yeah.
- [29:07]
Ralph Burns
Yeah. I'm like, halfway through that series, like, as soon as you start. I mean, you know how it works. As soon as you start watching one thing on Netflix or YouTube or whatever, it's like all of a sudden you're just deluged. So. But I. The Game Changers, that was the one that I think, really, for me, it was like, all right, well, this totally makes sense, because there's weightlifters and bodybuilders and got athletes that went vegan. And the amazing thing is I'm actually eating more protein now than I was before because I measure it all out, and I figured it all out. So anyway, so that's one of the things I was like, how do you get your protein? Well, there's a gazillion different ways. If you think about it, the animal that you're eating is just the carrier. It's the middleman. Have you ever seen a cow eat anything but, like, grain and grass? And then you're eating that, and it converts it to protein, so all you're doing is you're eating the middle person. Anyway, the point is, I won't go on my, like, vegan soapbox. The point is, like, that show, I think, was the thing that sort of tipped me over the edge, and I was like, all right, I'm definitely doing it. So we'll leave links in the show.
- [30:08]
Lauren E. Petrulo
New York Ralph, you have to go to Love in Madison. Hello to my cousin, Stefano Casale. I'm really listening to this. But, yeah, he's a sous chef over there. And they rotate Their menu, it's an exclusively vegan restaurant. Every quarter, they rotate the menu. And I. I got to go back into the kitchen and see just like massive refrigerators of fruits and vegetables. And my cousin goes and like shops and buys the highest quality fruits and vegetables. And the whole restaurant is vegan. So I'm not vegan. I love my ice cream. I don't know if I could give it up.
- [30:36]
Ralph Burns
But he is in that series now. I remember exactly who he is. That's so cool.
- [30:42]
Lauren E. Petrulo
Oh, yeah. Well, I mean, obviously he's the best looking one. Duh.
- [30:45]
Ralph Burns
Of course. Yeah. But didn't he win, like, best restaurant in the world?
- [30:50]
Lauren E. Petrulo
It is, it is.
- [30:52]
Ralph Burns
Yeah. And then he gave it all up and then went to did 11 chef.
- [30:58]
Lauren E. Petrulo
That's not my cousin. My cousin is the very tall, attractive Italian one.
- [31:03]
Ralph Burns
All right.
- [31:03]
Lauren E. Petrulo
Who's a sous chef. Like everyone he works with. Everyone there that I have met is nicer than you would ever expect in hospitality. And I'm just like, either you've like, risen above or like people have raised you specifically to be above and beyond. I mean, it's just such a great space because you walk in and I walked in, I was like, all right, how am I going to have a meal that I'm going to feel full and there's going to be zero meat and zero cheese and zero butter?
- [31:32]
Ralph Burns
You would never second.
- [31:33]
Lauren E. Petrulo
But they change the menu every season, Ralph.
- [31:36]
Ralph Burns
It's crazy. I will say this, is that when you know, like, you have to be intentional about it, but once you actually do it the way that. And I've only been doing it for three weeks, I'm more full but less groggy because of the feel, the food that I eat. And I am a chicken, steak, bacon, ham, like, you name it. Like, I love all of that cheese, milk, you name it. Like, mayonnaise. It's like my second favorite food of all time. The point is like, yeah, mayonnaise and everything. So every wonder why I got cardiovascular disease. Well, there's the reason why. So anyway, so we'll have a follow up based upon my lab tests in a couple of weeks and then we'll get to what pisses us off because we never got to that today. So we will leave all the links to all the things that we mentioned here in the show notes and some of it's too much to mention. And one show over on perpetualtraffic.com and if you hated this episode, leave us a rating and review. If you love this episode, leave us a rating and review. And a comment, too. Because you know what? This is what it is here, ladies and gentlemen. If you don't have your health and you're not monitoring it, then none of this marketing stuff really matters because you'll be dead. So there you go.
- [32:48]
Lauren E. Petrulo
I was like, we'll have more tactical things. And I'm excited to get back into it. The stuff that we're talking about, what puts us off, what Ralph experienced with understanding what Amazon agencies have done or have taught brand owners, it's huge. And it's something I'm really excited to dive in deeper. We're gonna dive in another episode because I think the audience will like it a lot. And then just my piece of where it's like, hey, when people are like, confident with how the email is performing and the way that you can ensure that you're filtering out garbage leads and that kind of stuff happens early on without you having to continuously spend inefficiently, those kind of things should be standard practice and happy to do deeper into those type of tactics. So if you're leaving comments or reviews, like, tell us what you like. But at the same time, just know that sometimes we're human and we're doing the best we can to make it the best way moving forward while running teams.
- [33:40]
Ralph Burns
Right.
- [33:40]
Lauren E. Petrulo
Like, you and I both have a lot of people that are looking up to us. We have clients that are being responsible for us. You have kids, I have my family. And these are working for us. So welcome to the team inside.
- [33:50]
Ralph Burns
Well, nice tease on the piss me off episode, which is coming next. All right, so thank you so much for listening here today. Make sure that you check out perpetualtraffic.com, obviously, YouTube is our YouTube channel. We'll leave links in for the show notes and everything that we talked about here today over@perpetual traffic.com so on behalf of my amazing healthy co host, Lauren E. Petrulo, until next show, see ya. You've been listening to Perpetual Traffic.