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Does it feel like brands are falling off the map left and right? If you've thought that recently, you're not alone. Over the last two years, the number of brands on Shopify has actually shrunk, which is shocking, but makes sense when you look at their own data. A brand that was started in 2019 had a 20% chance of failure, while a brand that was started in 2023 had a 48% chance of failure. It's because people were trying to use tactics that worked in a world we no longer live in. In that world, anyone could spin up a brand, run ads on Meta, and as long as your product solved a problem and appeared trustworthy, you could likely acquire a customer. Now the bar has been raised. Meta is hyper competitive, and in my opinion, it has never been more difficult to get a brand up and running or to thrive digitally. But that's what this episode is here to help with. We're going to go over everything that you need to do to future proof your brand. The focus of this video is to go over the strategies and tactics that are working for brands that have not only exploded in the last two years, but are well positioned to keep growing for a long time. So if you're an existing brand who's looking to survive and grow in the future, or if you're a beginning entrepreneur just trying to get off the ground after this video, you'll know what's working and you'll know where to focus your time and money to invest in. All right, let's get started. So, above all else in 2025 and moving forward, this, the name of the game is going to be content. If you're familiar with this podcast, that probably comes as no surprise to you. But if you're new and listening to this for the first time, everything that we speak about is how to thrive in a world that allows a brand's organic content to go viral. This is the first time in the history of mankind that you as a business owner can pull a new lottery ticket every day. And if you make a good video, you could see as many people, as many people could see your brand as would see a Super bowl commercial. That is completely unprecedented. And so if you're thinking about just getting eyeballs and the time investment you're putting into anything, content is obviously going to be the best thing that you could do for yourself. Now, it's not easy. Creating organic content is time consuming. It is very difficult to have the eye that allows to, you know, reach a lot of people. Right? It's not just this inherent thing that we're all gifted with, and I can speak for myself, it took a lot of time to get good at, so it is a skill. But there are brands that are not necessarily crushing it on the personal organic content side, and they're sourcing it from thousands and thousands of everyday people. And in my opinion, that is the best way to source your content. Now, I'm a little biased. I run a TikTok shop agency, and so I've seen the success of that, that platform has had for some of the brands that are running super successfully on there. Two of them I want to talk about are Comfort and Mary Ruth's. So both of these brands barely, you know, we're doing anything. A few years ago, Comfort, I believe, was launched in 2022, and Mary Ruth was launched a little while ago, but they've recently exploded. And what they're doing is so revolutionary to me because it's a content engine that leverages every single thing that is modern. Right? So we have, we have completely decoupled from macro influencers mattering at all in some areas, maybe Beauty, maybe, I don't know, maybe some other areas, they're a little bit relevant still. But on the whole, it makes no sense to pay someone $25,000 to wear your clothes when you could get 250 people wearing your clothes. And both sets, like I would say, the 250 people, one of those videos that they create will go as viral as the person who is, you know, you have one shot at with the 25,000. So comfort knows that. And what they have done systematically over time is they have gifted their product to, you know, micro influencers, UGC creators. And those people have to submit videos back to Comfort. They post them organically, and the best ones that perform organically get graduated into their ad account. Why is that important? Because when it works organically, there is no lies. Right? You cannot put paid spend behind an organic video to fudge the hook rate. Right? If it has a good hook rate, if it has good retention, then Meta will amplify that video. And so an organic video that performs is a guaranteed video that will get watched. I want to repeat that. If a video has impressions, that means that Meta understood or TikTok understood or YouTube, they understood that people would watch that video, and that's why they amplified it to others. So when a video works organically that you source from a UGC creator or from a nano influencer, whatever you want to call them, there's a very high likelihood it's going to perform in your ad account. It might not convert the best, but that's why you're continuously sourcing all of these videos from nano influencers, nano creators. Here's how comfort did it. So they started by seeding product to, you know, thousands of people. And if you're a smaller brand, you know, then you don't have to do thousands of people. You need to do a hundred though. You know, I'm just going to keep it real. You need to seed 100 people and try and get the best value out of that initial seating. But when they seeded those people, they gave them some talking points. They said, you know, it's, it's a weighted hoodie so we are better for anxiety relief for a stressed out Gen Z. They said it was buttery soft. Always emphasize that it was buttery soft. That you loved the set, right? That you loved the comfort that it had. No pun intended. And when you combine those talking points with someone who understands how to set up a tripod and set up good lighting and just showcase your product, it's amazing what can come out of it. A personal testimonial about something, you know, you, you just put yourself in the audience's shoes and you see a comfortable hoodie and you're like, dang, this is really cool. Like, it is that simple. And through doing that, they received, I'm pretty sure maybe like 100,000 pieces of creative over the last 18 months since the beginning of 2024. If you're receiving that much creative, chances are everything follows a power law game. So if you are receiving 100,000 videos and you are following a typical power law distribution, which would be 95% doesn't work, but 5% does. Well, they just got 5,000 winning videos for their ad account. Imagine if you had 5,000 winning videos in your ad account, what that would do. We can scale that down. And if you only got 1,000 videos right, you got a thousand pieces of creative from these everyday people who know how to speak about your brand and your product to your target audience because that's they hopefully, if you see correctly that's who they are, then they're going to, you're gonna get 50 winners out of that thousand videos, out of that thousand samples that you sent out. So this is a new way of obtaining your creative. You seed it, you gift it to people. And this, there is a way to do this on TikTok shop to connect with these people and send them product and they will have to make a video for you. I think that's probably the easiest place to do this, but there are so many different platforms. There's. I'm not gonna give any free shout outs actually, but you can DM us if you want some recommendations. But there are a million platforms. Just search, micro influencer, gifting platform, and you'll find them, right? And so through that you can communicate with these people, you brief these people. And my agency does this. I don't think you necessarily need to incur agency fees to do it. If you take this step, which is you seed all of these people because what they will do is come up with ideas and angles that you wouldn't have had, that the agency wouldn't have had, and they'll ultimately talk like normal folks. That's the biggest thing is as we've seen, this organic wave, right? If you come off stale, if you come off corporate in your advertising, then chances are people are going to see right through it. So you have to circumvent that by sending product to regular people at scale, right? This is what the best brands are doing is they're sending a critical mass of these products, products out to people, you know, almost 100,000 in a year. And when you get that much creative, you really can't fail. So let's zoom that down a little bit, right? Like Mary Ruth's is an example of this in a different category. So they're not as easy to, you know, display the product. Like, I can talk about this blue jacket, you know, if you're listening to the Spotify, if you're listening to the audio, I highly recommend, you know, watching this one on YouTube because we're going to be showing a lot of these examples of creative from these brands. But you can't necessarily show hair restoration. You know, you have to tell a story. They know that. And all of their videos are just centralized around this being a secret elixir that helps restore hair loss. And people are demonstrating, they're showing a transformation, they're giving a personal testimonial. And again, you're just mining for gold. You know, eventually one of these videos is so good, you know, you're whale hunting, right? Like one video is going to return the entire investment. That's a crazy thing for people to think, you know, in our world and these brands that I mentioned at the beginning of this video in this podcast is a lot of people thought I can just spin up a meta ad and hopefully it'll work, right? A static ad or whatever it is. And that that is still somewhat true. There's brands I know that are doing that very well. A brand, if you want to check out the lean mean Bootstrap playbook, is dad Gang. You know, he crushes it. All he does is just hit Canva and Capcut. But even him, to an extent, you know, he'll source videos from his customers and his best customer videos will turn into some of his best performing ads. So ultimately it's a customer content engine. You know, it's, it's a UGC content engine at scale. And I think you facilitate it through, you know, TikTok shop is one, but you also have a robust gifting platform. And this is like a completely new form of influencer marketing. You used to want to send product to, you know, a big creator, right? Like if you're a basketball brand, Bronny James LeBron son would theoretically be the perfect influencer for you. Now I don't think you would ever want to work with him. You would want to work with like a thousand parents of kids who play basketball for their testimonial. So it's completely flipped in terms of where you want to invest those dollars. But the math is very clear. You know, when Comfort and Mary roots are getting 10, 10,000 videos a month, I mean 8,000 videos a month, right. You're bound to get winners that will return that investment. But another thing that a lot of brands discount is the concept of urdent media value and marketing touch points. So this one is why I think, you know, the concept of future proof is super important because it's a framing that not a lot of people have probably thought about at any given point. You know, not everyone is in the market for your products. We've talked about this on previous episodes. Your job is to be in front of them so that they're aware of you when they're in market, when they're ready to buy. So you want to leave a positive impression when that happens. So how do you do that? This used to be billboards, this used to be TV commercials. And you'd actually be shocked. I looked it up recently, the amount, it's still $60 billion being spent on TV ads that's, you know, psychotic and obviously smaller than Primetis revenue. But just think about that, right? Like $60 billion of spend has yet to even embrace the truth, which is that TV is completely cooked and everyone's watching YouTube on their TV and second screening while they're doing this. So like you almost have to, as a brand owner, you know, take a step back and think like, what are my personal habits? What is my, you know, 31 year old cousin doing what is my 18 year old nephew doing? Whatever it is and start thinking about like oh my gosh, people's behaviors are completely different. Marketing touch points are no longer, you know, seeing me on a tv, seeing me on a billboard, like those things are dad. Right. So where are you going to see people? Well, most people are averaging around, you know, three hours a day on social media. They're spending an eighth of their time a day on social media. You know, TikTok average use is like 65 minutes. Instagram is around there. YouTube same. So your sole goal should be to appear in front of people authentically, organically on the social platforms. That, that's my opinion. And how do you do that? It's just this, it's this nano influencer game. You know, you're constantly seeding product, you're constantly providing them with inspiration. You know how we do it and my agency and you know, we've been pretty successful with this. We have multiple brands doing seven figures on TikTok shop is we send them the product but we create a brief. Right? The brief has key talking points. It has hooks in their niche that have worked. It has a little bit of motivation and inspiration. This is a human game. Ultimately these are people. And so your ability to motivate them to do something good for you is also very important. And not to be discounted. How I found that is just to say very simply, like these hooks have made other creators this much money. It doesn't get much more complicated than that. And then you give them some inspiration, ultimately they're going to go and do their own thing, they're going to create their own video and that's what you want them to do. So that's what we found is like you send the product, you send the brief, you follow up, you say, did you get the brief? How was it? Do you have any questions for us? Here's some do's and don'ts. And then over time, this is what both Comfort and Mary Ruth have done is they are bringing these people into a community. So once you have successfully worked with a creator, you want to establish a long term relationship with that creator. Comfort's top creator is making NBA money. They are making a seven figure income promoting Comfort because she just makes unbelievable creative. And so she gets paid a flat fee, she gets paid a percentage of ad spend on her videos. That is the relationship that they have. Most people would say that's crazy. I don't want to pay a creator that much. They're not worth it no way. Guess what? Comfort's one of the fastest growing clothing brands of all time. They're future proof because they believe in A plus talent. Mary Ruth, same thing. They are always working with their star creators more closely, bringing them into the fold, giving them more resources, activating with them at different events. Because what happens is the second order effect of that creator being a champion of your methods. If that creator is saying, I made 7 million, I made $5 million promoting comfort, what's going to happen when other creators hear that? They're going to want to go work with Comfort. They're going to want a slice of that pie. Same thing with Mary Ruth's. And this is sort of the network effect that happens when you work with this many creators. This is something I don't think a lot of people think about, but is one of the most important consequences of seating that many people is these. These creators talk to each other and they sing your praises. They say, I sell this product easier than anybody. I've never worked with a brand that was this easy to work with. And as a result of working with them, I'm now a millionaire. You should probably talk to him. Cool. I'm in. Imagine that relationship versus you. Cold emailing some influencer. Zendaya, I don't know, emailing some crazy huge person emailing Ashton hall, right? And getting his agent and getting a terrible deal with his agent. And, you know, then the video doesn't even drive any. It's like it's completely been flipped. You know, you, you have to have these people become champions of you. And they will. And if you empower them, they will. And that's why I think it's worth it to pay them. You know, I can imagine some questions we might get on the, like, what do I pay them? Average commission rate on an organic video is around 20%, maybe 15. 20% on TikTok shop. In the ad spend world, I think it's maybe closer to like 1% of ad spend, maybe 3% of ad spend if the creator is that legendary. So, you know, those are some benchmark metrics for you to think about. And want to revisit the marketing touchpoints thing one more time. If someone sees your video seven times on TikTok Shop and then they're in market to buy your product, I think about there's a million different hangover cures out there these days. If you're someone that is feeling brutally hungover and you've seen a product seven times, exceptional creative, you didn't buy right then and There and then you're hungover and you buy a hangover cure product. Where are you going to look? You're going to immediately search that brand that you saw on TikTok. This happens on Amazon, this happens on Google Search. We routinely see once a brand reaches around $100,000 on TikTok shop, they can expect a 30% boost in Amazon branded search and on Google branded search in just terms of total traffic. So it's that investment, right? And brand marketing used to be, you know, activations. It used to be commercials, paying celebrities, whatever it is. And in my opinion, I think brand marketing has now been crowdsourced to everyday people and is all about how do you get a massive amount of content on the social networks as best you can. This is essential for any apparel brand. So any supplements brand, any CPG brand, whatever it is. If you get a critical mass of people talking about you, they are more likely to buy you in retail, they're more likely to buy you on Amazon. If you're a sub $5 million brand, you have infinite winning videos to then put in your ad account to fund that next inventory order and continue to grow bootstrapped like you're trying to. So no matter what stage you are, your first marketing objective should be how do I get content volume and good content volume. All right, the number two thing that you should do to future proof your brand is to create content that indicates status instead of utility. What do I mean by that? So brands that have been around for a very long time think, you know, the Gucci's, the ysl, whatever it is, they indicate status and that's simple and that's obvious. But more importantly, brands that indicate status symbols are always going to stick around because they're investment pieces and they connotate something that is completely different. But you don't have to be this legendary huge brand to communicate status. Utility, on the other hand, is very standard, right? So I think utility is something where, you know, the product solves a clear problem for me. And it's cheap, right? You're in the Chinese slop category and that's not where you want to be. You don't want to be fighting with Chinese factories that are going to go lower and lower. Don't believe that the tariffs are going to keep them out. It's too big of a part of our economy. So, you know, Chinese, really low price items will always be there. And if you're going to build a brand, you know, that wants to be future proof, that wants to be there for the long Term you should figure out how to become high status. The idea of high status branding is a couple of things. Number one is the concept of fomo. So how do you create fomo? Fear of missing out in people that don't buy your product. You know, think about, you know, when someone hasn't tried something or a simple way of thinking about, this is the recent F1 movie on Apple TV. They've done a absolute masterclass in driving demand for this damn video because no one, you know, on average cares about the movies, right? But there is this, you know, sort of viral campaign where people are saying, you know, the, the new F1 movie, you gotta see it in IMAX, right? You gotta go see it in IMAX to be able to get the full experience. Well, what does that tell you? Oh, this thing was well made. They filmed it on crazy cameras. There's gonna be really hyper realistic visuals. I'm gonna get an audio sensory experience that is just next level, right? I gotta go see it in IMAX to get the full experience. Everyone's talking about it, dude, I went to go book this movie three times over the last week. Only seats you got are in the corner of the theater, right, right in front of it. So, you know, they've done an amazing job at building status around this movie because there's a fear of missing out. You don't want to not know what it was. You don't want to wait to watch it on your tv. You know, they told you, like, this is going to be better in theaters. And I think movies are increasing, increasingly moving towards that experience because obviously they've gotten completely cooked by Covid and you know, the resulting shift to at home watching. And so here we are, right? They have to communicate status rather than utility. The utility of a movie is done. You're not just going to go to the theater for the theater experience. It's inferior to your home. So now you have to market your product for status. Status is the only thing that's going to put butts in seats. How do you create status? You create fomo, you create urgency. The movies, I don't know when they're going to be out of the IMAX theater. So I got to get in there, dude. Like, if I, if I'm going to watch this in imax, it's not going to, it's not going to be there in eight months, you know, so I got to get in there now while the buzz is hot. So, you know, once you pair FOMO with urgency, then you complete it with the last Thing which is scarcity. I think scarcity is something that you can engineer, that you can articulate in your marketing messaging, which is, you know, there is only a few of these left. I don't personally know of another movie that is going to be on this level this year. It's not getting talked about anywhere else. No one else has done this. And so it's probably the only IMAX movie that I'm going to watch this year. If I go watch it, ultimately that's really powerful. It makes me think about the purchase decision in a way that like, okay, well, I just have to do it this one time. If you're a brand, scarcity equals there's limited stock. You know, our product might not last very long. Selling out is a good thing in this scenario, right? So, you know, when you pair the three kind of holy trinity of fomo, urgency and scarcity, you create status. You create status in the ability to say, I did this, you know, I secured this. Nike's been doing this forever with their drops. They drop a sneaker, you know, you gotta get it at the drop or else it's gonna go up in price. Right? The resale market is crazy. You know, people are increasingly calling this the Zillow effect, which is interesting because, you know, as we facilitate easier purchases, you're not changing supply, but you're actually increasing demand because anyone can buy concert tickets. You know, not to go on a total tangent, but like think about concert tickets. They've gone up in price because they sell out immediately. Because people know that as the event comes closer, more people are going to FOMO into the event. There's extreme scarcity in the event. There's extreme urgency in the event. Especially the last three days before an event, everyone's scrambling to go get there. And so the Zillow effect is like, well, prices will always kind of continue to go up as demand, you know, is created while supply is kept the same. So you should think about your products and the way that you come to market in that way. So how do I restrict supply while increasing demand? Well, you increase demand through fomo, you increase demand through scarcity, you increase demand through urgency. And you know, there's kind of like multi layered ways to do that in the rest of your stuff. You know, Alex has done a really good job talking about aspirational branding and Oren talks about luxury branding. Um, you know, those are things that communicate status to people, but ultimately they fall under the bucket of fomo. You know, they fall under the bucket of urgency. Right. If I See someone in a, you know, in a fit basically, right, that they have like, you know, this is a Melbourne golf shirt that you know is gone. If they, they're never going to remake this, I guess. So if you see this, you know, and you really love Melbourne and I mean that would be a very small niche of people. You want to create your tribe always, but you're not going to be able to get this product. So you know, ultimately there is some fomo. Your fear of missing out, you missed out on this product because of the scarcity and so that in turn creates the urgency when they drop this and they communicate in their marketing. I think you have to incorporate these things to be long lasting because I'm just going to keep it real. And as an analogy, like think about any human relationship where that person over delivers for you all the time. You're gonna, you take em for granted, you know, and there's a difference between being consistent and good and like over, you know, over delivering. And I think that's just human psychology. Like we want what we don't have, we want things we can't have. And brands need to not be afraid basically to do that. So this is maybe a little less relevant for you know, your daily driver. Two brands that actually were about, you know, I'm talking about next. But you know, products that you use daily cpg, you know, CPG or what's called supplements. But in apparel, you know, this is really important. I think there's ways to use these emotions in any business. We get questions about spices, we get questions about, you know, questions about car dealership, like car washes, like wherever it is. These principles remain the same. You have to communicate status for the use of your product or else you won't be around for long because everything in the middle is getting destroyed. You know, an upcoming video that I'm about to create on my personal pages. You either want to be the Ritz Carlton or the Motel 6. You don't want to be in the middle because the middle in the future of America and in the future of, you know, particularly the consumer in America is really getting squeezed. And that's just in the data. That's not like, you know, an opinion of mine. And so you want to be for those high end customers or you want to be for, you know, widely available for the masses. This Motel 6 markets for utility. You could build a huge business on utility. You can, it's possible. You have to reach a massive amount of scale if you want to have a profitable, strong business that's you know, predictable around drops and predictable around consistent revenue because people understand they have to buy your product when they see it. That's marketing for status. So I think you need to market for status in 20, 25 and beyond. But I want to talk about the last thing to future proof your brand and that is to skate where the puck is going. So skate where the puck is going. There's a brand here in Austin, Texas called Bloom Nutrition. And no relation to my last name, I wish I did, I'd have a lot more money. But they launched in the green space and they launched Colostrum next. Fastest selling Colostrum, you know, launch ever. Then they launched, you know, they launched an energy drink while they just launched soda. And it's a Olipop competitor. This brand has done an absolutely amazing job in skating where the puck is going. I can already hear the comments. Oh, they're just jumping from trend to trend. Yeah, I mean they are literally jumping from trend to trend because trends are demand. Right? We talked about supply and demand earlier and this is a way for. It's like you wedge with your hero product. You know, they launched with greens and now they have deep trust and deep community because guess what? No surprise, they invested in a massive customer content engine like we talked about at the beginning of the video. And so they're everywhere. They're omnipresent in their target customer, which is 18 to 34 year old women. Every single 18 to 34 year old women woman in America probably knows about this brand straight up. So when they launch a product, Colostrum, guess what happens? Marketing touchpoints. I saw Armor Colostrum. I saw cowboy Colostrum. I didn't really trust them. I trust Bloom. Bloom's going to make a great product. They skated where the puck was going. The demand was there, the trend was there and they launched a product and it's going to crush with their audience. Colostrum. Crush for them. Energy drinks. Celsius is exploding. You know, C4 is crushing it here in Austin, like these brands are crushing it. They're doing a great job in energy. Bloom understands that their audience will probably like that similarly. So they did an excellent job with that. There's another brand that I've talked about before in the pod called Array. And Array has done an equally great job at skating where the puck is going. Let me take a step back. Skating where the puck is going is that you have an existing brand. You in this world, if you're successful, say you're doing 10 to 30 million dollars a year in revenue, you've actually touched way more of your customers, potential customers than you think. A lot of them have heard of you and they actually chose not to buy, you know, or maybe they are tapped out. They're not going to buy any more from you. So the only conceivable way to continue growing is product expansion. Product expansion should be strictly thought of in skating, where the puck is going terms massively expanding market, you know, increasing demand for a certain product. Supplements is a great example of this where, you know, or you know, like, take it back. I want to use examples that are not necessarily grounded in, you know, like stuff we talk about all the time. Supplements and apparel. It's like seasonings, right? There's a seasoning brand that's talking to me like, you know, there are viral flavors that emerge all the time. You know, there are cultures that are in style sometimes, you know, like maybe Al Pastor is becoming more in style, or maybe there's a viral episode of a, you know, Gordon Ramsay show that comes out and he talks about an umami flavor, right? And you don't have an umami thing in there. Like, being ready to capitalize on those trends within six weeks of product development within, you know, two months is really important. And you don't want to be that run and gun, but at times you kind of need to capitalize on those trends. So just, you know, think of skate where the puck is going is like, oh, this trend is exploding. It's probably got a three year Runway, I need to get on it. And the brand that I'm about to talk about, array, has done an amazing job of this. So they started with anti bloating products, gut health, huge macro trend exploding. Next they launched into a tone product. It's a macro trend on top of, you know, a preexisting one as well. So weight loss has always been a big thing, but health and wellness is absolutely exploding right now. Like everyone should have a health and wellness angle to your product. Literally. It's that big. It is growing so much. People aren't drinking, People are trying to live forever. Longevity, right? I don't know what it is. It's probably some like millennial Gen Z psychology thing, who knows? But people are trying to live forever. Longevity is so hot. And so they not only is longevity hot, but health and wellness. And people want to be their best self for as long as they can. And so what array launched was a tone product. I thought this was brilliant because it capitalized on, you know, psychology where it's like, I'm fit, I work out, but I can't get that last 10%, you know, and so it's like, take this tone supplement to push your metabolism. Final 10%. Brilliant. Blew up on TikTok, changed their business. They're going to 3x you every year. Guess what? Their new one is another macro trend, which is protein. Protein's having a moment right now. If you haven't been victimized by a protein snack, good for you. But everyone else has and they're in everything. They're in waffles, they're in pizza, they're in ice cream, you name it. Everyone's trying to get 20 grams of protein for extra servings at their snacks. Well, a category that hasn't really been done successfully is protein explicitly for women. And when I say that women don't necessarily prefer the dessert protein, but they prefer this clear protein. So array launched. Clear protein. Clear protein has, you know, all sorts of different fruit flavors. It's, you know, maybe a little bit less clumpy, you name it, right? But they release clear protein. It looks like, you know, standard mocktail almost, right? And it's 20 grams of protein for a serving. So that's product expansion. That's skating where the puck is going. They, they literally saw, okay, there's this running trend, there's this health and wellness trend. Like people feel like they're getting fit, but they need that last extra mile. Let's launch a tone product next up. People need that extra bit of protein to put on muscle to get that extra mile. So let's, you know, capture more of their wallet and launch clear Protein. That's for our target audience. Everyone's already already done, you know, strawberry shortcake, you know, chocolate brownie protein, right? So they went into everyone's done plant based protein. Everyone's done xyz. They did a stick pack delivery system for clear protein with drinkable flavors. Amazing job. So those are the three things that you need to do to future proof your brand. Number one is you got to get critical mass of content volume. Number two is you got to create a brand that indicates status and not just utility. Number three is you have to skate where the puck is going with your product expansions. So those three things will set you up to be future proof. Everything else is going to get crazy. It's all going to change. But at the end of the day, I think if you do those three things for the next five years, you pretty much have a zero percent chance of failure. So if you enjoyed this episode, thank you so much for being a part of it. This is sweat equity. We put this out every single week trying to give free game to the people so y' all can thrive and succeed in the digital age. If you like the episode, just hit that subscribe button. If you're not already subscribed, leave a comment saying your favorite part of it. And please review us on Spotify and Apple podcasts as well. So all right, we'll catch you all next week. Thanks.