Fractional CMO Show

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey dives into the importance of putting constraints on your work hours and how hobbies can help you become a deadlier Fractional CMO.

Takeaways:

• No matter what constraints you may have in your life you still need to get the same done. According to Parkinson's Law, work takes the time allotted. What constraints are you adding to your life so that you can work more efficiently?

• By adding artificial constraints to your work day, it forces you to have to get your work done in that time. However you have to fill that freed up time with something else, whether that be meditation, marathon training, or spending more time with your family.

• Ask yourself what you would do with your time if you worked half as much as you do now?

• Even if you never want to retire, imagine what you would do if you were retired. What would fill your time? Now think about what if you could do those things starting next month.

• When you add constraints on your time by scheduling time for yourself to delve into hobbies, you make yourself have to work more effectively and efficiently which will make you deadlier as a Fractional CMO.

Quote of the Show:

• "The less time you have, the more pressure you'll have on yourself to get it right, be focused, and generate a great outcome." - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/call/

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/teUbxEhcnJI

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey explains why core values are important for Fractional CMOs and shares a few core values that you should instill in the teams you build and lead.

Takeaways:

• Core values matter. They aren't just another form of weightless corporate speech. In practical terms, you should use core values to make hiring and firing decisions. Core values help put a name to the intangible behaviors and attitudes we believe in.

• If a team member is falling short on a core value, make it known to them and coach them up. If they ultimately don't improve and don't exhibit that core value, you need to let them go.

• When you let someone go, you give them an opportunity to find somewhere else that fits their core values better. This is better for them than trying to force themselves to fit your team's core values.

• Suggested Core Value 1: Solve Bigger Problems. This focuses your team on thinking about the outcomes of their actions and solving for "the big stuff". When given an important outcome, they'll think big picture and find solutions that will work long term.

• Suggested Core Value 2: Get In The Foxhole. When a team member falls off track with an objective, the whole team surrounds them and helps them in any way they can and this should happen without having to ask.

• Getting in the foxhole also means that you as the leader are willing to the scrum of solving the problem when necessary to make sure that your team is able to put everything into achieving the set objective.

• Suggested Core Value 3: Always Enthusiastic, Always Positive. Your team should believe they are going to succeed, but have plans in place in case of failure. Your team should be enthusiastic about doing the work and the outcome.

Quote of the Show:

• "I only want to work with people that are enthusiastic and positive" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/call/

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares how you can create your own hallways, when you should use non-scalable tactics, and why you need to become a collector of ideas.

Takeaways:

• Marketers generally look at the typical solutions to a problem and then decide which of those typical solutions is best. However, you can be much more effective if you bypass those solutions altogether. For example, cutting through a wall instead of picking a lock.

• Before figuring out how to solve a problem, first identify what you are solving for, then you can start thinking about the how.

• While scalable tactics are very important, when you first take over as the CMO, you should be looking for the non-scalable tactics you can use to get things jumpstarted. You can start scalable tactics that require lead time after you get the first few wins.

• Don't start with scalable solutions. Start with things that work and then see if you can scale them.

• When you come across a problem, step back and define what problem you are solving. Next, think about the typical ways a marketer would solve that problem. Once those solutions are out of the way, get creative and come up with an interesting way to solve it.

• When determining which problem to solve for your fractional client, identify which will have the biggest impact for your client and then think of the ways that you can solve it.

• Become a collector of new ideas and ways to do things. Pay attention to the way things are being offered in relevant marketing campaigns. Collect these ideas so you can test them for your clients down the road and scale what sticks.

Quote of the Show:

• "When you step into a business as the CMO, your job is not to come up with marketing campaigns that are going to last forever and be super robust because oftentimes those campaigns have a lot of waste to get started." - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/call/

• The Fractional CMO Method: https://cmox.co/book/

Shout Outs:

• Bill Mason

• Dan Kennedy

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/NuCrTuVQYYI

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares what to consider when selecting clients as a Fractional CMO to determine if they could be a potential long-term client for you.

Takeaways:

• When you are evaluating prospects, it's important to see if they have the potential to be a long-term client for you. The distinction to look for is whether they have a collection of offers or a business with more enterprise value.

• One example of an offer is a company that sells an individual product, such as car seats for dogs, where the success outcome is simply selling the product rather than a business with enterprise value.

• Business owners that provide an offer are usually very open to testing. They usually employ copywriters, funnel builders, and media buyers.

• The downside of offers is that they generally have a shelf life. Sometimes the shelf life can be a decade, while other times an offer's shelf life is a season.

• The two main reasons Fractional CMOs should avoid working with clients that provide offers are the chaotic energy that is inherent in offers and there is nothing of enterprise value being built. Without enterprise value, the business tends to be unsellable.

• One sign that a company has enterprise value is that it has a sales team. Two additional signals are that the company is making strategic relationships with other companies and that the company is investing in itself. An example of the latter is investing in a CRM.

Quote of the Show:

• "If you are working with a company that does a couple million a year at a minimum and doesn't have a CRM, you're probably going to struggle" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/call/

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/MSGQZj2fyRs

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares how you can create space for your creativity to flow, how to clear your head, and the potential business benefits that can come from simply washing the dishes.

Takeaways:

• Work doesn't need to be defined as doing something that is all-engrossing and that requires 100% of your focus. For example, listening to a podcast about copywriting while walking your dog can still count as work.

• Solving a problem or creating an idea isn't always possible if you're just trying to grind out the answer. In many cases, great ideas come when you step back from the problem and let your subconscious take a crack at it while you do something else.

• Some tasks, such as washing dishes, can be a chance for you to calm down and allow your mind to wander and explore creative ideas without constraints. Find what tasks you can accomplish that also let you meditate and make time for them.

• While in this meditative state, bring about an idea of something that you would like to improve. Think about that idea and let your mind wander a bit, but then bring yourself back to that idea or question and continue examining it.

• Come up with a great question and allow it to sit with you for a while so you can really contemplate it.

• Try using the "Morning Pages" exercise to clear your mind. To do this, grab a pen and paper when you wake up and write up to three pages of whatever is in your head, whether it be half-baked ideas, frustrations, to-dos, etc. Don't stress about the format.

Quote of the Show:

• "I'm the Chief Dish Washing Officer in my home" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/call/

• The Fractional CMO Method: https://cmox.co/book/

Shout Outs:

• Gary Bencivenga - https://www.linkedin.com/in/gary-bencivenga-017b43b/

• Brian Kurtz - https://www.linkedin.com/in/brian-kurtz-a1934/

• Titans of Direct Response - Marketing Industry event

• TWSBI 580 - Fountain Pen - https://www.twsbi.com/products/twsbi-diamond-580-clear-fountain-pen

• Ferris Wheel Press - Fountain Pen Ink - https://ferriswheelpress.com/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/7EyKzRLuDzE

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares what the first principles are for Fractional CMOs and why it’s always important to start at the beginning with the basics before proclaiming a solution.

Takeaways:

• No matter what you’re getting into, don’t forget the first principles. For example, hopping on a call with a business and start giving them all of the answers of what to do without actually knowing all of the symptoms.

• For Fractional CMOs, the first principles include discovering what someone wants, the expected outcome they’re looking for, and their intent. Although this might seem basic, it’s important to establish a baseline with the Marketing 101 level context.

• All of the amazing marketing automation sequences and complex integrations are worthless if that solution doesn’t address the problem. Often, there’s a much simpler solution that will work, but you need to slow down in order to see it.

• So many problems that businesses have can be traced back to them failing the basics, like understanding their ICP (Ideal Client Profile), what their ICP wants, and how to communicate their solution in their ICP’s language.

• Without starting with the basics, you’re setting yourself up for failure. For example, if a business doesn’t understand its ICP and it doesn’t hit the sales targets, decision-makers could overlook a glaring product issue and conclude there’s a problem with marketing.

• If you want to sell more right from the start without incessant testing, remember to start with the first principles of what does the customer want? What does the prospect want? What do they close their eyes and dream about the outcome of if you provide?

Quote of the Show:

• “We just have to calm back down and get back to the basics, because the basics are what businesses tend to do the worst at.” - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/call/

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/DGHHkWXGwqs 

Which clients feel the most effortless to provide value to? Once you figure that out, your work won't feel like work. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey discusses building on your strengths, how to effortlessly provide value as a Fractional CMO, and discovering your unique ability.

Takeaways:

• Reflect on the mantra, "Serving you serves me."
• The reason that you may feel that when you are providing the most value, it often feels like the least effort, is that you are in a state of flow. In a flow state, the activities you are doing seem effortless and unbound by time.
• Many people say that you should work on your weaknesses to become a more well-rounded person. However, if you work on your strengths, then you can become deadly at a few things and hire out or automate your weaknesses.
• The Confucianist concept of "wu wei" means effortless action. When you are in the flow of the work you are doing, that work won't feel like work, it will feel effortless.
• Regardless of what your strength and expertise are if you further build upon those strengths, you'll probably enjoy the learning and training you do to strengthen them.
• When you work with clients as a Fractional CMO building your team and identifying objectives, your approach will come from who you are and what brings you energy.
• There is no limit to how finite your unique ability or area of expertise is. For example, your strength could be solving high-level marketing strategy problems or it could be making picture frames for paintings.

Quote of the Show:

• "When you provide the most value, it often feels like the least effort" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• CMOx Website: https://cmox.co/call/
• The Fractional CMO Method: https://cmox.co/book/

Shout Outs:

• Flow by Mihaly Csikszentmihalyi
• Dan Sullivan

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show
• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671
• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC
• YouTube: https://youtu.be/YcfB_UOY6gg

If you've ever shuddered at the thought of having to go in to work the next day to work with a certain client, then you've felt the Sunday Scaries. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey discusses how the Sunday Scaries impact your work and your life, why you need to live life as your true self, and how to be compensated for the outcome of your work.

Takeaways:

• The Sunday Scaries is that feeling of dread that comes over you when you realize that you have to go back to working for someone that you really don't click with. Although you know you'll do the work for them, it's just a slog to get through.
• When you feel the Sunday Scaries, it's a sign that things are off. For example, if a client is paying you well, but you really dread working with them, then you need to be prospecting for new potential clients so you can phase out this bad one.
• You need to have the courage to live a life where you are true to yourself. Don't let the expectations of others control your actions.
• If compensation is the main thing keeping you at your job, seriously consider if that is worth the cost of time spent personally, with your family, and enjoying life. There are other ways to attain the same financial freedom without sacrificing the rest of your life.
• As a Fractional CMO, you have the ability to choose the clients you work with. If you start working with someone and they give you the Sunday Scaries, you can move on from them and solve bigger problems with clients that you align with.
• If you do have the Sunday Scaries with your current work, put up better boundaries to separate your work and your personal life.

Quote of the Show:

• "People on their deathbed would say that they didn't have the courage in their life to live a life that was true to themselves. They lived under the expectations of others." - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• CMOx Website: https://cmox.co/call/
• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show
• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671
• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC
• YouTube: https://youtu.be/No7IbEBqCx4

When you're committed to taking control of your life and solving bigger problems, you might be ready to become a Fractional CMO. Hannah Sturgill is the Client Engagement Specialist at CMOx. Hannah explains the impact that hiring a Fractional CMO can have on a business, why commitment is crucial to success, and how to join the CMOx Accelerator.

Takeaways

• The first step to becoming part of the CMOx Accelerator is a call with Hannah to make sure that you'll be able to get the most out of the Accelerator. The call is very low-stakes and Hannah asks basic questions mostly about your goals and marketing background.
• Becoming a Fractional CMO provides you with a great opportunity to make a real impact on companies and the people that depend on them. There are so many businesses that have reached a ceiling of complexity and need someone to help them move beyond it.
• Many of the marketers that have been impacted by the recent increase in big tech layoffs are looking to become Fractional CMOs because they see the need to become their own boss and diversify their income streams.
• Before taking on clients as a Fractional CMO or even pitching potential clients your services, make sure that you have the right frameworks to be successful as a Fractional CMO.
• One of the major draws to becoming a Fractional CMO is the ability to control your own schedule and choose to work whenever you want to. This is very appealing for parents who want to be around as much as possible during their children's formative years.
• If you're only looking for leads without also looking for a framework, you're not actually committed to the idea of becoming a Fractional CMO. You need to be willing to invest in yourself and your own business, not just in leads.
• Great opportunities come to those that are committed and willing to take risks. If you are committed, you can take control of your life and stop letting other people dictate your future.

Quote of the Show:

• "If you're not super hungry, then it's a lot harder to put in the effort that it takes to be successful, so you've got to come into this with a full appetite" - Hannah Sturgill

Links

• Hannah's LinkedIn: https://www.linkedin.com/in/hannah-sturgill/
• Casey's Twitter: https://twitter.com/CaseyStanton
• Casey's LinkedIn: https://www.linkedin.com/in/caseystanton/
• CMOx Website: https://cmox.co/call/
• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show
• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671
• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC
• YouTube: https://youtu.be/750vtUZlBpA

Making heavy decisions with large downstream impacts requires you to understand the possible consequences, which is tough to do without the right tools. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey expounds upon using the Streisand Effect as a mental model for Fractional CMOs to crack the tough questions that companies need them to solve.

Takeaways:

• The Streisand Effect refers to the phenomenon that occurs when an attempt to hide, remove, or censor information had the unintended consequence of increasing awareness of that information. This frequently happens through the internet.
• As marketing leaders, when you are faced with certain situations, you need to ask if it is better to address the situation or stay quiet and let the situation pass by.
• Scenario #1: The wrong link is sent in a webinar email invite. Now, you need to decide whether it's better to reply with "CORRECTION - UPDATED LINK" or a lookalike email that will nest over the mistake because people will read the newest email.
• Scenario #2: Your client receives a negative Google review. If you get exposed for trying to bury it under fake reviews, your client is now known for lying on top of the bad review. In this case, you have to weigh the risks of ignoring it or finding a different solution.
• Scenario #3: Your client is hit with bad press and it's high in SERP. You could fight to get it taken down, but lawyers are expensive. Rather, if you can't politely get it removed, you could flood the search engine with positive content.
• These are the highly consequential decisions you have to make as a CMO. Being a CMO means solving bigger problems by taking accountability and owning the outcomes of their decisions.
• The Streisand is a powerful mental model that allows you to see the possible outcomes of a solution to a problem so that you can weigh whether or not it's worth the risk.

Quote of the Show:

• "That's what it means to be a CMO. It means to solve bigger problems and be able to take accountability and own the outcomes of them" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• CMOx Website: https://cmox.co/call/
• The Fractional CMO Method: https://cmox.co/book/

Shout Outs:

• Charlie Munger - Investor and Vice Chairman of Berkshire Hathaway

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show
• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671
• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC
• YouTube: https://youtu.be/Mu13rkXsABw