“The Sharma Brands team has been by our side since day one, helping us navigate the DTC industry and launch our new brand. You want something that says, "After a week of Hint water, I was able to kick the diet soda habit." So you don't have to take the brand's word for it. And at the same time, what I saw brands doing was simply you sign up to an influencer platform, you pay them the annual fee, and then you get on the platform and you find 12 influencers who have a certain number of followers in a certain region. These include Cha Cha Matcha’s respective collaborations with designers Virgil Abloh in 2018 and Brandon Maxwell, who designed hoodies for the tea chain in 2019. So let's stick on that and we'll talk about what it actually means step-by-step to launch one of these brands. If you get somebody to wear merchandise or a tote bag or a sweatshirt or sneakers or I even bought a Evian and Virgil Abloh water bottle for $60. Who's also interested in what we're saying. On Google, you want to launch with basically branded search, which is essentially people searching directly, Judy emergency kit, not necessarily emergency kit, but Judy emergency kit, that's a term that you own. So, for example, if you're talking about Caraway, it might be design. The earlier you can get him involved, the better.” We were, at the same time, we were running tons of tests on the actual website itself. And like David said, this is where you want to brag as much as you can, in a way that is still focused on the product and the outcomes. And so, we'll take a quote that somebody has when they first try the product and that might be the greatest piece of copy that lives on that landing page. I think Sara Dietschy is very savvy with things like that. I think that this speaks to Nik Sharma principle number one, which is that rather than looking to other people for ideas, what you do is you see the world as a museum and all the answers that you need are actually just right in front of you. And for me personally, I just love the idea of having a vending machine fridge, but it's always stocked with waters. And let's look at them, not as influencers, but actually content creators. David: So talk a little bit about what you do with your work and how you go about actually launching these direct to consumer brands into hyper growth stage. No signup or install needed. The initial launch is ramped up or done a lot faster, but it also, it's still required by month six maybe, it still requires the same type of business acumen or skillsets that a brand without an influencer would require. One thing that a lot of people just don't realize is they have free access to validate these ideas or thoughts or concepts just through tweeting or putting something up on Instagram stories and adding a poll to it. And so, within that now, knowing that that's the goal is we want to show people comparison, then we got really creative around who's going to make these comparison videos, how are we going to shoot them? And so the chance of him actually even seeing that notification was close to none. You can test different hooks. And so what you did rather than waiting until the end of the talk, what you did was you search the event that we were at and you looked at all the people who are tweeting about the event, then you clicked on every single profile of the people who were there and you ended up finding the director of social media for the Minnesota Timberwolves. The last time I tweeted about it, it got 150,000 impressions, which I think is insane and there was people commenting. So you basically use heat map tracking, or you can actually even record a lot of these user sessions. And you're just not, in a good way, you're not that aware of the way that the world used to be. So there's this like interesting shift now to ... People with audiences are now able to do-. You could think of that as an avenue and the cul-de-sacs are the hooks ... That is an avenue and the cul-de-sacs are okay, or the hooks in the video going to be different. Yeah. And of course there's merit legitimacy to that. And when we put it out, it wasn't just an article of our thoughts, it was an article of our thoughts that were validated and past examples because we had access to your second brain. So one final question about business, and then we'll move into some just personal stories, fun stuff that you and I just like to talk about. And so they'll basically do collabs that really keep touching back to their pillars of mental health and whatnot. ‎A deep dive into the stories, habits, ideas, strategies and methods that drive fulfilled people and create enormous success for them. So the first one that comes to mind is when Lenny Kravitz was on the Ellen show, it became an ad for Twice because Twice was mentioned there about doing a donation and Lenny Kravitz as a co-founder. Nik: There are so many kids I know who just make millions of dollars selling a backscratcher, a tongue scraper, a head massager. We'll get to know each other on a personal basis. “Nik is a walking encyclopedia of all things DTC. David: And then let's talk about, as we begin to close our process for writing articles together. I'm just sort of looking around my room and thinking, what are the Amazon Basics products that I have? We also spoke about managing relationships with influencers and finding the supply and demand equilibrium at launch. It's more just, if I walk up, you know, some, some weeks I have really good meetings and I'll walk out of meetings thinking, that was a really interesting insight. So basically whether we're thinking about launching something or whether we work with a client that wants to launch something, we will typically create a fake brand prior to the launch of the real brand. Click one. Like Core Water had Demi Lovato, Papa John's had Peyton Manning and so, we changed it to a point where we were just like, "All right, our budgets are smaller, we don't have those budgets. The guests are diverse, but they share profound similarities. I basically emailed him and I was like, Hey, I have this like tiny little social media agency that I've just kind of been doing on the side. Nik Sharma is referred to by most as the king of DTC. That's a great quote from a great publication. Tell me about what you think of the role of influencers in these direct to consumer companies. 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