Brian J. Pombo Live

Brian shares his thoughts on a quote from Adlai Stevenson about grabbing peoples attention.

https://www.youtube.com/watch?v=2ehT9LyrfUM

Transcription

Business Focus.

Hi, I'm Brian Pombo. Welcome back to Brian J. Pombo Live.

I asked that question, are you focused enough in your business?

There's a great quote I have here from Analy Stevenson Jr. when he was running for President of the United States, he said words calculated to catch everyone may catch no one.

That's pretty dead on, I don't know exactly the reasons why he was using that but I found that it's not just the words you use. But that across the board, if you're talking about who you're trying to catch, whose attention you're trying to catch.

If you are not focused enough your net will be so wide that it won't catch anybody.

You really don't want to be broad, too broad, you want to be as focused as possible, especially when you're talking about a marketing message.

When you're talking about a product message when you're trying to put something out there, you want to be as specific as possible about who you're talking to.

That all comes back to who your market is.

Who are the people you're trying to reach and how specific can you be about?

Sometimes it's easier to think about that, especially if you think that it's everybody. Because I guarantee it's not everybody, no matter what it is you're trying to do, which should never ever be everybody.

Because you're not going to get everybody you got to think about who, who you're actually trying to reach.

Maybe it's easier to sit down and say, Okay, who are we not trying to reach?

Who is definitely not going to be a person in the marketplace?

For what it is I'm I'm trying to get them to do let, let's say you're trying to get them to purchase something that who is definitely not in the market?

Well, the first off, I could say the person that can't afford what it is that you're selling.

Secondly, I'd say someone who doesn't need what it is or doesn't desire, what it is that you're selling.

So say they already have one, or what have you, that may be the case. Just go through and find everyone who definitely does not fit.

That will help you narrow it down a little more, the more narrow you can get, the more focused you can get in your message, the more likely it is that you're going to reach somebody and the more likely they're going to hear it.

If you really pay attention, and pay attention to the messages that you hear, or see, or come across that catches your eye, that it's not most of them.

I bet most commercials you're not paying attention to I bet most ads that you see online, you're not really paying attention to every once in a while something pops out why it pops out because it's specific, because it's playing to a specific desire of yours, or a specific thought pattern of yours.

Or they may be using a specific celebrity that you really like. And all of a sudden you see them and it catches your eye.

Pay attention to what catches your eye and realize how focused is that?

How many commercial messages do you get thrown at you every day?

That don't stick that don't even come close to sticking that don't even attract your attention? How many hundreds, right?

Brian talks about mask life in California.

https://www.youtube.com/watch?v=aS7Dr1BCKlM

Transcription

The bubble life.

Hi, I'm Brian Pombo. Welcome back to Brian J. Pombo Live.

Coming to you today from this is actually my father's office on Father's Day and we're going to talk a little bit about this concept of being kind of in a bubble.

We're all are in some form of a bubble of one, one way or another, you know, we have certain things that we do places we hang out, places we hang out online. We all create a bit of this bubble atmosphere that we live in. That keeps us from seeing everything, especially if you don't travel much.

Here's a great example.

So this is I'm recording this in June of 2022. Yet, there has been talk a lot of talk about COVID-19, having another strain. There's been discussions about certain places masking up and so forth.

Well, in Southern Oregon, you don't see much of it, I knew of one particular grocery store chain, that was going to be the people working there, we're going to be wearing masks again.

But other than that, you don't see much of it in Southern Oregon, at least the areas that I'm around and hanging out, not taking a position one way or another here, I'm just making a point about what I see on a regular basis. So I'm out in California.

This was a couple of days ago, I was in Alameda County and they happen to have a mass mandate, which I wasn't aware that they did they have a pub in public mass mandate. Went into a very popular grocery store and everyone had masks on again, it was just unlike where I was from.

You get a very different vibe, a very different feel. When in Rome, you do as the Romans do, but at the same time, it was a very interesting, and everyone's got their own political beliefs and everything about this.

I'm not going to get into that. What I am going to say is though, we all have our biases that come from the places we live, the people we hang out with the situations that we go through on a daily basis, our jobs, our positions, our status, in life, our economic status, all these things come with certain biases and there's really no way around that.

The important thing is to understand that you have them. The important thing is to understand that if you're working with the public in any way, if you're especially if you're a business owner, or if you're running a business, you need to keep in mind that these things are always in place.

That when you're talking to people, you can't assume that they see everything exactly the way you see it all. And you have to acknowledge when things might possibly be different somewhere else, or people may view things differently.

Now you can completely dismiss certain point of views and say that those people are stupid and this and that, that's all I'm not saying you shouldn't take a position, you really should. It's helpful in marketing, to take positions.

But at the same time know what you're doing know that you may be turning off a certain segment of public, maybe even entire states, entire countries, that you'll be turning off to your products and services, just because of you saying something in a certain way.

So there's all things just to keep in mind as we're going through this journey. As a business owner, understand the bubble that you're in, and traveling helps a lot. meeting lots of people in all different places really helps a lot. Getting to know people who may also be traveling gives you a viewpoint of where they've been.

Thought from a chapter Brian recently reread from Napoleon Hill's classic, Think and Grow Rich.

https://www.youtube.com/watch?v=IhmjvA2Yrmo

Transcription

Power of the mastermind.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live. I have recently been rereading, Thinking Grow Rich by Napoleon Hill.

And this chapter I believe, chapter 10, that's titled, The power of the mastermind.

It's an interesting concept because it really comes down to the power of help from other people that have been through something similar, people who have enough experience that even if they don't have direct experience with the problem you're having, they may be able to give you a perspective that you would not have gotten otherwise, especially if you have more than one person at a time that you're talking to about what you're looking to do.

Now, if you're working with somebody, if you're talking to somebody, if you're with a group of people that have experience, these are the type of things that you want to expose. Or if you're helping somebody because this also is this goes both ways.

So you ought to try to pass on any type of help possible and you may think, Well, I haven't been successful enough, or I haven't done this or haven't done that. Or I'm not as as big as these guys, you have something, you have something that someone else doesn't have.

Even when I was just starting out with being self-employed, I had something that the person that's never been there, that's only ever been employed, I had something beyond what they had, even though I didn't have everything that I had.

So I could help somebody at least get past that hurdle.

The same thing with you, wherever you're at, try and be able to pass it on. But also when you're looking to get help, regardless of what end you're on it. You ought to be on both ends at the same time, you ought to be getting help and giving help. Here's some of the questions that you'll want to either answer or you'll want to ask somebody.

The first question would be, What are you most grateful for right now?

Especially if you're meeting with someone on a regular basis, you want them to be able to reflect on that straight off. Because that gets them in the frame of mind to be able to look for solutions that they've already have seen the solutions that have come into their life, so to speak. And so that that's a really important one.

The next one is, What are you wanting to do now or what are you in the middle of doing now?

What are you trying to accomplish?

What obstacle are you trying to get over, right now?

What's your focus?

Then from there, you kind of figure out what the main problem is that's holding them back.

From there you the real question is, Who do we know that can help you get over that?

So much of it goes back to the who. Because even the mastermind principle itself, the idea that you have groups of people that you can meet with that can help you come up with ideas, that's a whew factor.

You're looking for people to help you through it, instead of just trying to find a specific answer to something it's more important to find a who that can do it for you the WHO that can figure things out?

Or who that can even find the next person the next who is that who not how principle that Dan Sullivan talks about that wrote, he wrote the book on and everything else. So incredibly important, it's,

Brian's family trip down to California continues.

https://www.youtube.com/watch?v=QXuTIMcOlYM

Transcription

Is passion necessary for entrepreneurs?

Hi, I'm Brian Pombo. Welcome back to Brian J. Pombo Live.

Today, I'm coming to you from Monterey Bay, out here on a beach house as well on the back porch, trying to keep a little quiet. Everyone's gone into bed relatively early tonight.

I've got this little card from this deck of icebreakers that I've mentioned earlier and they got great questions on them.

So I just pull these up once in a while, and it brings up a topic and always find a way to somehow tie it to you and your business and so forth.

This is a good one, I like this, what activity do you enjoy so much, that it makes you lose track of time?

And, that reminds me of passion?

That reminds me that there's a common question that gets thrown around a lot, which is, you know, what would you do?

Even if you weren't paid to do it type of thing for money or if you're making money in something that you enjoy, what would you still do even if they stopped paying you.

It all revolves around that idea of passion, and whether you have a passion in what you're doing. And when you're talking to new entrepreneurs, you get different people saying, you know, you got to go towards your passion, you got to build a business around something you're passionate about. And that's the magic part, right?

I've got a little moth flying around here. So if you see him don't get too thrown off. And for those you watch it on video, but is that true or is that not true?

And here's, here's my take on it, I don't go one way or the other on this because you can have a business that you're passionate about that you are passionate about it before you turned it into a business.

Or you could have a business that you weren't passionate about. Whether you're passionate enough about what you're passionate about it or not, I think is relatively irrelevant.

I don't think it has anything to do with whether the business is going to succeed or not. The only thing that passion adds to it is that you're going to stay focused longer, possibly because you're passionate about it.

But on the other hand, here's the downside, if you're passionate, if you're too passionate about something before you start a business about it.

That emotionality that you may have any attachment that you have, regarding the details of your business can cause you to make wrong decisions when it comes to your business.

Not being objective in your business can make a it can destroy your business.

So if you care a bit too much, if you're a bit too emotional about the details of your business, then you'll be less likely to cut out certain areas of your business, or change certain areas of your business, when the business dictates that that's necessary.

What dictates that oftentimes it's the market.

So it's not as much about what you're passionate about. But what the marketplace is passionate about. If you have a shared passion, then yeah, that can go in a great direction as long as there is a need for what it is that your brain to the marketplace. Is there a group of people that love something that you love?

And can you be objective enough to it, that you can that you can go somewhere with it, that you can actually build a business out of it and you aren't going to be so...

Day 2 from Brian's family trip down to California.

https://www.youtube.com/watch?v=R_rhp9q3g30

Transcription

Would you rather have bad gas or bad breath?

Hi, I'm Brian Pombo. Welcome back to Brian J. Pombo Live,

We tend to talk about business concepts here and I'm going to take something rather odd and tie it back to business in the most absurd way that I possibly can.

You see, I'm out on vacation with my family. I'm here on the Monterey Bay. And right on the beach, really nice little spot, have a good time.

I'm taking the chance to kind of have some reverent podcasts because I don't have time to think hard about this. And so I've got these little icebreaker cards, which I discussed earlier, you could check that out in earlier episodes.

This one is asking the question, would you rather always have gas or always have bad breath. And personally, I would rather have bad breath, it's easy to cover up. Bad breath. There are ways around it, you can if you always have it, that's one thing, but it doesn't say you can't cover it up.

So you can chew gum, you can spray your mouth and other things to help make up for it, you can try to tuck away from people. Bad gas is a tough thing. There's not much cover up, you could do with bad gas.

So I'd go with the bad breath. But this brings up a good point, when it comes to concepts of business and business strategy. Sometimes you're in a scenario where you just have two bad options.

The real question is, what is the least worse option. And in that situation, what I have found is you've got to really know yourself, you've got to really know what you're capable of what you're good at and what you're not capable of.

And you've got to know you got to have a little bit of Intuit intuitive sense about things and know just the timing of certain items.

Then the third thing I would say that you have to know is you have to know somebody that has a little bit of experience beyond you in the area that you're looking to make a decision.

If you've got those things, you should be able to move forward and be able to make the right decision and be willing. I mean, the the real thing is to be willing to make the wrong decision.

There's in business, the best thing about our business, there's no always, always doesn't exist, it's always going to not be always, you can always change your mind, you can always switch it up.

There's no mistake that can't be unmade. In a sense, there's a you can always turn around and completely switch back and go a completely different direction.

That's the best thing about business we thank God we're not stuck with always having to do this or always have to do that like having bad breath or bad gas. So there you go. There's a way I flipped it around.

This is the easy way to be able to have a have a quick podcast with you tonight. I hope you're having a good one. Wherever you're at, go check out my book, 9 Ways to Amazon-Proof Your Business it will not be a promotion that I will be doing long-term I am moving on.

We're going to have a new brand new course.

I'm actually starting off a series of courses that are going to be available to you live, you're going to have the option to have a live course where you can have good q&a a good back and forth fabulous discussion with some fabulous people.

On top of that, it will be a course that will be available beyond that at a higher price but available by recor...

First video from Brian's family trip down to California.

https://www.youtube.com/watch?v=KrMRLbLRK1I

Transcription

Sharing the journey with loved ones.

Hi, I'm Brian Pombo. Welcome back to Brian J. Pombo Live.

I'm coming to you today I've got the Pacific Ocean in the background, know how much of it this weekend, see, the sun's gone down a little bit earlier.

And you can hear the waves, hopefully not too much though, like you'd be able to hear me a little bit.

I just wanted to let you know I'm on Monterey Bay, and having a great time here with my family and wanted to talk a little bit about how to how to share the entrepreneurial journey with people you love, which it's kind of tough.

If you're an entrepreneur, if you're the type of person that is go out and get them and you've got a certain perspective or perspective that you've picked up through the years. Sometimes it's tough to drag people along and get them seeing things the way that you do.

It's difficult, it's tough that and I make no bones about it that it's been difficult.

My wife is very, she's very chic, she gets a lot of these concepts she did long before we even met. And nd that's great, but there are always those certain ideas that they have a tough time with. I don't just mean spouses, I mean, anybody that you're close to, you're going to have things that you see differently sometimes.

Here's a quick tip.

Sometimes the best way is not to keep repeating yourself, and to keep trying to drive an idea into their head. But find somebody that they respect that are saying something similar, or find somebody that has brought an idea to you and instead of you trying to repeat the idea.

Try having them listen to that person say the same idea. So we actually on the write down I had me and her were listening to a speech, that guy was giving as an old…probably 20-year-old talk.

But it was bringing up some very good ideas that I brought up from time to time, and always had a difficult time creating conversation over so I wanted to see what she thought because it was a person that she respected a lot.

So did that. Very helpful, brought up a lot of good conversation, a lot of good talk about it.

I know what's going to be helpful in the future as we move ahead.

So that's just one simple idea.

By the way, on the complete side note, if you're looking to break into my house while I'm out of town, let me tell you, it's not gonna work. You see, you got to understand something, I've got guard dogs.

I have a paid service that surrounds the neighborhood that is constantly patrolling. I have neighbors with multiple weapons, most of them legal. I have an ex vet that live that's hanging out on the property while we're gone.

He hangs out in the dark in the house waiting for anybody to try because he's he's interested in trying some things on Prowlers. And I mean, not to mention the landmines and everything else.

So if you do think Hey, Brian and his family are out of town, this is our chance to jump in there and mess around. Probably not the best idea.

That's just a quick warning, too. But that's all I've got for tonight.

Go check out my book, 9 Ways to Amazon-Proof Your Business you'd get a free copy at AmazonProofBook.com And you have a great night wherever you're at. We'll see you tomorrow.

In the meantime,

A look at how to use different medias and why no two are exactly the same.

https://www.youtube.com/watch?v=lCuOkNFb3uo

Transcription

Different media's are different.

Hi, I'm Brian Pombo. Welcome back to Brian J. Pombo Live.

I don't have a very outrageously deep concept for you today. But it is something to take into consideration when you're talking about looking at different media's in order to reach your current customer base. Your future customer base or your past customer pays.

All those different media's have high points and low points to them. And I came up with today's topic, because this is another side mention, this is not just me, I'm not getting any money for this, but I have this little pack of icebreaker cards, which I mentioned last week, you can go check out.

Go check out that episode regarding that, wherever you're watching or listening to this, or you can go to BrianJPombo.com and check it out there.

But I just pull one of these out, and it gets my brain flowing to a certain wavelength.

This one here is says would you rather watch a movie at home or at the movie theater?

I'll tell you how I think about that is I like both for different reasons. For me, it's a completely different experience watching it in a nice movie theater than watching it at home. Even if it's quiet and the kids have gone to bed.

A movie in those two different locations are different experiences completely, especially if it's a nice movie theater.

And today's nice movie theaters. They have it so well done to where they are the ones that had the really nice seats, or the couches or something like that.

The really nice situation in a movie theater, to where you can get some food, you can get a nice drink, you can get, you know a bunch of those really cool things to where it's an experience to go to the theater. Even if you you aren't watching a good movie.

So there was a when I lived in California, there was a place in Oakland, California, that was the parkway movie theater.

Those of you who may remember this was good 10, 20 years ago.

And they had it was one of the first lounge movie theaters I'd ever seen.

The first one I had been to. And we went there we went there as often as we could, it was kind of an arthouse movie theater.

So they played either off the wall stuff or second run material, and you go there and then you buy a slice of pizza, you can have a glass of a pint of beer. And it was just a cool experience.

It wasn't the the absolute cleanest, most fabulous place in the world. But it was so different and so unique, that I can't name for you all the movies that I saw there.

Because I saw some movies there that I purposefully blocked out of my mind. But I can't tell you a few of them and it's the but I always enjoyed myself no matter what even if the movie was no good.

I always enjoy myself going into that theater. And that's the type of way if there's a movie theater, that's an experience like that, I'd much rather go with a friend with my wife with whoever and have a good time out among people.

I really am an extrovert, the humble most people don't guess that. I really am an extrovert first. Not necessarily a people person but I'm an extrovert nd I like going out and doing it now at home is a whole nother experience.

If I can have a movie theater style setting at home, I totally would in fact,

Brian comments on Colin Theriot of Cult of Copy's, thoughts about content and pre-selling.

https://www.youtube.com/watch?v=8uD03tB036M

Transcription

Is content real?

Hi, I'm Brian Pombo. Welcome back to Brian J. Pombo Live.

I want to discuss a little post that I saw online that I just had to sink my teeth into, because it was so interesting. And from a very interesting person.

I'm going to show it for those of you who are watching this post off of Facebook from Colin Theriot, he said, and if you don't know about Colin, he runs the Cult of Copy on Facebook. You can find a lot of his material over at cult of copy.com fabulous stuff.

He's a great student and teacher of psychology of sales and marketing, really amazing thought-provoking material that he produces. I would never take anything away from that.

This quote is one of those things that it makes you think, really makes you think a little deeper about some of these things.

So he says, There's no such thing as quote, content, unquote, there's only pre-selling, if it doesn't put across information that will positively influence a future purchase, that communication is wasted.

So there's a lot of pieces there that you can kind of you kind of pick apart a little bit.

A lot of it has to do with really the idea of it's become a buzzword. And it's one that I've taken full advantage of. And used on this show, I'm continuing to use it more and more often because it is such a common phrase that's out there, regarding first the word content, and then the phrase content marketing.

When you're discussing kind of a modern-day spin on marketing, especially when you're talking online.

Even though content marketing I would prescribe and I've discussed here, oftentimes, is a concept that is predates everything, via very marketing itself has to do with content marketing, and so it's you kind of have to pull apart that idea to begin with.

So is there specifically content marketing?

Well, I like to define content marketing, as that form of marketing that has some type of added value up front, in order to have a marketing or sale value on the back end.

So after all is said and done, it is selling something. But at the same time, it's providing something straight upfront, even if that's something is entertainment value, but significant entertainment value or any type of informational value whatsoever.

That's what I would consider content marketing, as opposed to just straight sale just straight.

This is what I got for sale, buy it or don't buy it type of marketing, which would be the other style, which I'm not sure even sure what you refer to non-content marketing.

But I think it's a matter of degrees actually, if you really tore it down. So he's saying there's really no such thing as content, everything is pre-selling.

I would agree on certain level, if you really break down the semantics, that there really isn't such a thing as content marketing, because if you're marketing really well, you're going to have a certain level of content within and but hits like he says, it's going to be pre-selling anyways. No matter what even if you're just getting to know a person, you're putting a personality out there, you're trying to create that vibe between you and so forth, and connect with the crowd.

That's still pre-selling, to some extent whether the person knows they're doing it or not,

Thoughts on the power of appreciation and how it can help you overcome down times.

https://www.youtube.com/watch?v=WDfquABvFOw

Transcription

Appreciation, How important is it?

Hi, I'm Brian Pombo. Welcome back to Brian J. Pombo Live.

Kind of a trick question.

I guess you'd call it a trick question. It' one of those you probably already know the answer to that. Thing is appreciation is endlessly important. At least, this has been my experience. So I found that there are two extremes that a person could fall into. And one is that situation where it feels as though there are no options.

It's this dark bleak place. And I'd mentioned a conversation I had with a friend the other few days ago, this dark bleak place where it seemed like nothing works, right? Nothing will ever go your way.

That's the thought pattern you go in, that's the cloud that follows you around. And that's a horrible scenario to be in, eventually, you find your way out of it.

Eventually, as long as you hang in there, you can get out of that mess.

But it's not fun being in. And we've all, we've all been in it at some point, I would think I've not been least I've never met a human that hasn't.

How I stay out of that place, though. I think a whole lot of it comes back to appreciating every little moment you can, every little situation where you can sense a blessing, for lack of a better word, you can sense something that is just magical that's happening in your life.

It is sometimes it's very subtle, one simple, sometimes it's a birth of a child, sometimes it's something where you almost get into a car accident, and just a split second of attention being directed the right way, or moving the steering wheel just a little bit differently, and everything's okay.

Just you need to take the moment, at least a moment, to appreciate it, to say, thank you, whatever it is, thank you, and be able to just sit back and not not in an egotistical way not in Oh, boy, how great Am I that I was able to?

It's like, you know, wonderful, so fabulous that this happened to me. And if you appreciate the good things that happened to you in life, you attract more of it into your life, I believe.

You see more things that you wouldn't have seen before you see more great things happening all the time. But it comes from stopping. Coming from that perspective of cursing everything that you see, of saying, Oh, why now Oh, why this?

Or why this pain?

Oh, why this thing here?

Oh, no, not this again, that repeats over and over in your head. But if you can, if you can pull back from that, and not let it overtake you and just appreciate every little thing, all of a sudden go you will go through periods of time where it's the it goes to the opposite end of what I was talking about that dark cloud to where you have so much going on.

This week has been this way for me. So and it's funny because I was on a on a call and I think I mentioned it before we're we're doing a book study.

Though I know I have some of the people in the book, study that watch and listen here.

There was a question early on, you know, who had something amazing happening this week?

I humbled said something, but I wouldn't even know where to start. Because I had so many amazing occurrences and the type of things you can't possibly even hardly put into words, because I had long running questions of what do I do about this?

Thoughts on the effect celebrity can have on people's decision making.

https://www.youtube.com/watch?v=l55kXkHsi5E

Transcription

Matthew McConaughey and the power of celebrity.

Hi, I'm Brian Pombo. Welcome back to Brian J. Pombo Live.

Today I wanted to discuss if you're watching this, and if you're not, I apologize. But if you're watching this in June of 2022, I'm going to ask you to try something, I'm going to ask you to go to your favorite search engine. Anything that shows news, Google's obviously being the most common, and go and type in Matthew McConaughey.

Just type in the actor's name, the famous actor's name. And you know, you may not know how to spell it, that's fine, type it in, and they'll figure it out. That's how well known he is.

We all know who he is, is a famous actor. And go and type it in. You'll see many news items pop up in pictures like this one. That will show up and in, you'll go what is going on.

More than likely, you already know what's going on.

So I'll give you a little bit of the background.

There was a shooting in Matthew McConaughey's hometown, because it was his he started talk coming out and talking about it. And talking about you know, he had a couple of random thoughts regarding it and what he thinks should happen and everything else.

People who had had a very strong belief in gun control, encouraged him to speak up more because he was saying that there needs to be more gun control.

Now, I'm not going to take a side on this politics or anything else. I want to show you though, how this gets played up because it happens a lot.

It doesn't happen as often as you would think it would more than often you see this happening in the business world. But the same thing, whether it's business or politics, the same thing is true.

And there's a power that comes with celebrity, with the fact that everyone knows somebody's name.

So it comes back to the same thing. I know what's a tired phrase, and people use it till they're blue in the face, but I'm going to use it again anyways, because it really does fit this.

People do business with people they know, like, and trust the famous Bob Berg, a quote that, you know, and I'm, I'm probably butchering the actual quote, but the whole idea is no light trust, right. And it's in that order first to know somebody, and then you like them, and then you trust them.

And even if they don't know you, and that's what celebrity is, they don't necessarily know you at all, but you know them, you like them. And the really big ones in your mind are the ones you trust, you have trust in that person.

Sometimes it could be somebody like an actor, because you saw them play a role that you really loved, you really loved the character that they were bringing. And because of that you fall in love with the person that played the character.

It's just it's very difficult thing not to do as human beings, we're attracted to certain aspects of people. And even if that person even if we know that that's not actually them, we're drawn to certain actors, actresses, singers. I mean, just name it any type of celebrity were drawn to them.

Even though we may not even know that much about them. But somewhere along the way, we got to know him. And beyond that, we got to like them. And beyond that we got to trust them.

And that's the power of celebrity celebrity, then you can have them say anything,