as an individual or company is your most valuable asset. And at the end of the day, your brand values are the foundational beliefs that you stand for as an individual or organization. And as a brand, you are never not branding for better or worse. It goes beyond logos and how you name your company. Remaining true to your brand and your target market are critical to your success. Our next guest has plenty of experience in branding. Pete Canalicio specializes in helping brands achieve their full potential. After a successful career in brand expansion and marketing for companies like Coca-Cola, Samsung, and Rubbermaid, and helping them activate through events like the Sochi Olympics and FIFA, he's charted his own course by helping others thrive in the marketplace, as well as in the minds of their consumers. True to his own brand, he's made giving back a big part of what he does. A Naval Academy graduate and former aviator, he developed crisis tested leadership skills in the military that he helps other veterans rediscover in themselves. He's dedicated his time and talents as a mentor and speaker to DAV Patriot Boot Camp. And he's here today to talk about your brand, your promise. Welcome to DAV Caffeine Connect, Pete. Thank you, Dan. It's great to be with everyone today. I'm so excited to share a little bit about branding, about personal branding, how you think about yourself as a brand and to entertain any questions you have. So I'm excited to be with you and I'm gonna share my screen at this moment. Let's finally confirm that you can see it. Yep. Okay, fantastic. Let me just remove the chat box. All right, so we're gonna talk about personal branding and the reason I entitled it personal branding is because even if we have a company that we're running, the company oftentimes if we're entrepreneurs is a company that we created or we're partially involved in the creation. And so the story of that company, the story of the company's brand is our story. So they all tie together. And as I said, this is personal branding and I'm entitling it for entrepreneurs. But if you're not an entrepreneur, maybe you're an entrepreneur, someone who thinks entrepreneurially, this also applies to you as well because you can be a brand within a larger organization and you can have a tremendous amount of influence from your own character and reputation, but how you communicate yourself as a brand. So speaking of the word communicates, the first thing we need to understand is that no matter what we do, everything we say communicates something and everything we don't say also communicates and the way we dress or the way we handle ourselves in situations, whether they be comfortable ones or tense ones, that also communicates. And it's our non-verbal communication that likely is the strongest and most powerful form of communication that we can have. So let me share a couple of examples of what I'm talking about. So the first one, a lot of you will understand this to be a color guard. In this case, it's a color guard made up of many, multiple different disciplines of services, Navy, Marines, Army, Air Force. And while they're not saying anything, this picture shows a tremendous amount of communication, a spree decor, professionalism, dedication to country, dedication to branch of service, dedication to each other. So we say a lot through an image of a group of individuals coming together. Now, how about this picture? This gentleman looks like he's having a tough day or at least a tough moment. And if you were about to enter his office and ask him for some advice or get him to respond to something, a question that you had posed or in the instance of where you were just looking for some feedback from him, you might do an about face and say, look, I'm gonna come back at a different time because this gentleman is communicating that he's not really in a good place to share thoughts that are composed and that his emotions might get the better of him. Now, how about this individual? She on the other hand is very warm, appears to be gregarious, inviting. You know that if you were entering her office today that she would put aside whatever she was working on to be able to give you time and give you her best representation of what she thinks. And so we can see in these different pictures this idea that everything communicates even though in none of them have we heard anything verbally. Now, in that spirit, let me share a little bit about my background. Dan has been nice enough to share some biography on me but how about some pictures to kind of make it real? So this picture in the upper left hand corner is graduation day for me from the Naval Academy. I am a happy guy, shaking the hand of the superintendent. I thought that day would never arrive but when it did, I was over the moon with the opportunity to graduate and become a Naval officer. And here I am about three months later. I'm temporarily assigned to the Naval Surface Weapon Center in White Oak, Maryland, green eyed bushy tailed and just ready to take on the world and feeling very, very good about what's in store for the future. Fast forward about five years. I'm now a plane commander of the P3 Squadron and this is in Diego Garcia. The gentleman to my left is Chris Patton. He was my taco. At the time he stayed in the Navy active duty and then as a tar. Some of you will recognize that as an active duty reservist and retired as a Navy admiral. So I like to think that we were a good team and you can see from the following picture, here I am with the rest, here are Chris and I with the rest of our crew on deployment in Diego Garcia. Very, very proud of that crew. We were known as one of the younger crews but able to get the job done and do it in a way that was both enjoyable but highly professional. Now fast forward have gone to graduated or left the Navy went to business school at UNC Chapel Hill graduated from there and got hired to be a financial analyst for the Coca-Cola company. And I managed to finagle my way to Italy to do what we were calling at that point high level meetings, which meant we were on a ski trip associated with a finance meeting. And it was really terrific for me to meet these folks face to face that I talked to every day and build some bonds which enabled us to really work well together. Now, after a couple of years, I left finance and joined the marketing department and was helping with sponsorship negotiation. This is a picture of me in 1996 at the Atlanta Olympic Games where I am helping to ensure that there's no ambush marketing for those of you who don't know what that means. That's when a company that's not a sponsor of an event will ambush the event and try to get their presence there. And in this case, I was working for Coca-Cola, you can see my T-shirt and we were trying to make sure that Pepsi was not present at that event. And truth be told, they weren't and that was a good thing for us. Upper left-hand corner, now I'm working for Coca-Cola on the Salt Lake Olympics and there I am with the polar bear and actually my son Andy who came out for the games to experience a little of the activation. I oversaw the consumer activation as it related to the pin trading centers where we made lapel pins and sold them and other Olympic co-branded merchandise. And we had a thing called Coca-Cola on the ice where you could shoot a hockey puck, ride on a lose run, push a bobsleigh or even a curling stone. Lower right-hand corner, fast forward. Now I'm working on the Sochi Olympic Games and I'm there with the gentleman named Mike Herson who was working also for Coca-Cola. And happier than it could be because we had finally made it to the games. Our event was going off well and we had a little bit of downtime. So that's a little bit about me through pictures. Now let's talk about what is a brand and I'm not gonna give you a definition by Keller Kotler. What I'm gonna do is show you some examples of brands so you can see how broad and how deep branding has gotten. So the first one is a brand called Veja. It's Veja sneakers and I love this brand. They've been around since 2005 and they are all about social projects. They are about economic justice and ecological materials. They make their sneakers from rubber, actual rubber from the Amazon river area and their canvas is made from organic material from Peru and from Brazil. And their goal here is to create products that are made with the thought of human justice or taking care of employees. And so they're a platform for that but they also make incredible sneakers. So this is a very popular brand that's growing by leaps and bounds every day. Now of course I mentioned a lot about Coca-Cola. Coca-Cola is what people think about when they think of an example of a brand as a consumer products brand, been around since 1886. Still completely relevant today. My niece and her family came in from Louisville, Kentucky. I live in Atlanta. And we all went to the world of Coca-Cola on Saturday and she has a two-year-old, a four-year-old and a seven-year-old. We all get to taste drinks from all over the world. It was an amazing experience. Now how about this? Star Wars, absolutely a brand. It started out George Lucas back in the 70s as a movie and then two, then three movies. But since they've been bought by Disney there are many, many platforms. They have consumer products. They have website platforms. They have video games and they are pretty much everywhere that you can think of, which makes them a very relevant brand. Now this character is about to turn 100 in a few years. Mickey Mouse was founded in 1928 and still thriving, living a very big life for fans of all ages, young and old, everyone from a two-year-old to a 92-year-old love Mickey Mouse. That's a character brand. Here's an example of a fashion brand. Gucci is a brand that oftentimes is an aspirational brand. Many people don't own Gucci, but they aspire to. And how about this woman? Beyonce knows, absolutely a mega brand. Her presence is known and connected with in the tens of millions. And her music is incredible. She's also an actor. And she has a lot to say about the world and how it could be better. This is an example of India Premier League. So sports are absolutely brands. And we know, of course, major sports. The Super Bowl was just a couple of weeks ago. The FIFA World Cup championship was just a couple of months ago. How about this woman? Naomi Osaka, Japanese. She has made her platform one to talk about social justice. She hasn't been playing as recently because of some injuries and some personal reasons, but won the US Open just a few years ago. And then this gentleman, Lionel Messi, lots of folks are calling him the greatest of all time, just led the Argentinian team to the world championships of the FIFA World Cup. So those are examples of brands and you can put yourself in there also.  And the first one is this idea that we build relationships with brands. Brands connect with us just like people do. We become aware of people and then we give them time and we determine whether or not we like them. If we do, then we move to kind of an acquaintance relationship and then it builds to a friendship. And from there, same thing goes on with brands. In this case, this is an example of a picture of my car, which is an Acura MDX, which I've been driving for a long time. The reason is that this car, this vehicle just performs.  It's got super handling, all wheel drive. It never broken down on me. It runs exactly as I needed to. I can fit seven people in this vehicle if I need to, or I can fold it back two seats down and take all kinds of cargo. Moved my daughter from Delaware to Chapel Hill, North Carolina a couple of years ago and then a couple of months ago, we moved her from Chapel Hill to Durham. So phenomenal relationship I have with the Acura brand and specifically with the MDX brand. Now, because of that relationship, we start to build trust. And so I'm showing an example here of the Starbucks brand because no matter where you go around the world and Starbucks is in many, many countries, you get the same experience from Starbucks. Whether you love them or not, what you can count on is the food's gonna taste the same if it's the same kind of sandwich or drink is gonna taste the same. The engagement you get with the employees is gonna be the same. It's gonna be warm, hospitable, friendly in most cases. And so therefore because of that, we can trust no matter where we go, let's say I fly to Argentina to visit some friends and I walk into a Starbucks, I can kinda tell that the experience I'm gonna have there because of the brand is gonna be very similar to the one I have in Atlanta. The next thing that I love about brands is they add certainty to our life. We know with a brand, we're gonna get the same experience every time and that makes it very important for us. So in an example where you're asked to take care of a small niece or nephew and you let the parent know that the niece or nephew is not feeling well, that parent might say, hey, would you go pick up some children's Tylenol and give her appropriate dose? If you go to the local CVS and you don't see Tylenol but you see a generic version of it, the likelihood is because of the person that you're taking care of, you're gonna get in your car and go to another grocery store or another convenience store, drug store to find Tylenol for children because you want that certainty. And because of the relationship, because of the trust, because of the certainty and oftentimes because brands remove risk, we are willing to pay a premium. That's right, we're willing, we gladly pay a premium. In this case, I showed the Apple brand because the Apple brand is sold at a high premium but people buy it without too much consideration because they know all of what they're gonna get is way beyond the actual device itself or the platform itself. If you're thinking about iTunes or iFotos, it is the whole encompassing of the brand, the badge, the service, the experience, the reliability. And because of that, we surround ourselves with brands that reflect who we are and we wear them as a badge of honor. So here's an example of a Yeti Cup and you can see the words Yeti on the front. Also, I have the Naval Academy emblem of my class. I use an iPhone, I believe in the Apple brand, I speak highly of it. And so these are some examples of brands that I associate with and they give me a badge of honor, they give me the halo effect of those brands. And so people who know me and connect with me also have their own opinions of those brands which reflect on me. So I mentioned a little bit ago about this idea of hierarchy, let's dig into it a little bit deeper. So the first thing I mentioned was this idea of building awareness. If no one knows your brand, then your brand doesn't exist. And so I give an example here with Bitcoin because Bitcoin is the premier cryptocurrency brand. It is becoming more and more well-known. Crypto went up in value dramatically over the last few months because of what happened with that FX platform and it's crashing, cryptocurrency in general has gone down but Bitcoin is building awareness and over time probably cryptocurrencies will become more and more the standard. The next thing happens is we try, we try brands. Brands want us to try them. If you've ever gone into a Costco, you know they're always serving food there. Those brands don't necessarily expect you to buy that. They just want you to try that product and hopefully you're gonna like it and if you like it, then you may choose to buy it. Then you may come back later and buy it. But if they know if you actually get the chance to try them, then they have a great chance of winning your business. And we do the same thing, right? In my business, which is around consulting and coaching, I know that if somebody tries me out, this conversation is an example of it, but if they can try me out, they can go, look, I am relate to this person. I think he might actually be able to help me and then that might lead to me working with them. In this case, I've mentioned the Peloton brand because Peloton was all about trial because it was way more than a piece of equipment. There was a whole community that you were buying into. You were getting instructors that were world-class that would come into your home and help you become fit or better, you know, have a better level of fitness. The next one is this idea of preference. After you've become aware of it, after you've tried it, then you might start to prefer that brand. And when you prefer it, then it's like, oh, that's in your shortlist. So if you're thinking about going to a restaurant and you've tried 100 Montaditos, which is a Spanish brand restaurant. They have tapas and other kinds of fun related, products related to Spanish cuisine. Then you might say, hey, I'm in the mood for Spanish food. Let's go to 100 Montaditos. The next level is loyalty, right? Once we've gone from preference, loyalty means we want to choose that brand whenever it's available. I like to give this example with Spotify because I was on a cross-country trip with my daughter, Madeleine. She's loyal to the Spotify brand. She was playing her music on our vehicle using her app. And then I took over driving and I had to put in the directions to where we were going in my phone. And when I did that, she's like, okay, Dad, let me have your phone. I want to pull up the Spotify app so we can listen to music. And after about three minutes, there was a commercial playing, an advertisement playing. And she was like, why are we listening to advertisements? Why don't you pay a subscriber fee so we don't have to do that? And I was like, listen, I'm sorry. I don't listen to Spotify that much. So she is clearly loyal and I have just gone through the trial phase or maybe a preference phase. The next thing is this idea of insistence. This is where there's no substitutes. I show Coca-Cola because I'm an insistent person when it comes to the Coca-Cola brand. If I'm gonna have a Coca-Cola, if I'm gonna have a Cola, it's gonna be a Coca-Cola. If I go to a restaurant and order a Coke and they say, sorry, we don't have Coke, is Pepsi okay? I say, no, thank you. I'll take water, I'll take lemonade, I'll take iced tea, but I'm not gonna have a Pepsi. That's because I am branded insistent. The next level is this idea of advocacy. Now we're putting our own reputation at risk, right? We're saying, hey, go check out this Tesla. I know you're gonna be amazed by it. Now, if you're not amazed, if you actually have a negative experience, that's gonna reflect on the person who's making the recommendation, right? But because we know this brand so well, we're willing to risk our own reputation because we think actually there's gonna be a positive effect back to us. The final level is this idea of ownability. We are so fanatical about this brand. We think it's our brand and that the company that sells its products or services is just the steward of that brand. So I mentioned the cool brand here, which is an outstanding type of outdoor wear. Those folks who are much into the cool brand and I own a little bit of cool myself, they are fanatical. They think they own the brand, they think cool is only there to make sure that the brand is one run well. But these folks, they're your best advocates, but you have to be careful with them. You have to treat them with tight gloves because they expect to be informed. They expect to get information before everyone else and they expect that their opinion will matter more than anyone else. For some of you who heard the case about Coca-Cola in the 1980s, when it went from Coke and Coca-Cola to New Coke, the backlash of that because they had folks at the ownability level that were not consulted. And as a result of that, they let Coca-Cola know loud and clear that they'd made a mistake and fortunately Coke was smart enough after about five months to go back to the old brand of formula and they rebranded it at Coca-Cola Classic. All right, so we've gotten a little bit of an overview of kind of what a brand is and the way it's going. And so I just want to now give you a little bit more information about this idea of why is more important than what or how? And what I mean by that is, and if any of you know the author Simon Sinek or the speaker Simon Sinek, he wrote a book, Start With Why, which I advocate and highly recommend that you read it. You're gonna get a ton out of it, but it's this idea, if we know our purpose, which is why we exist, then we can figure out our vision, where we're going and how we get there, which is our mission. And so these folks, two of the examples, Oprah Winfrey, the founder of The Own Network and Elon Musk, the founder of Tesla and SpaceX and other brands, they understand their why. And in the case of Oprah Winfrey, she says, I have a passion to bring happiness and a sense of fulfillment into every home through television and to make the world a better place through philanthropy. And we know she does that very, very well. And we also know that because of her level of expertise, she has called upon when the people with the highest to gain or to lose to tell their story, get to tell it. A recent example of that was Prince Harry and Meghan Markle, when they wanted to explain why they were leaving the royalty and leaving England to move to the United States. And in case I think they first went to Canada, they wanted to get their story out. And so Oprah was the person to be able to help them do that. They trusted her that she would communicate in a way that would put them in the highest light. Now, Elon, his passion, his mission, sorry, his purpose is to have a passion for more clean and sustainable sources of energy for a better and more sustainable world. We know Tesla took the lead as it relates to electronic vehicles. They've been at the forefront. And because of Tesla, many, many, many companies, even the large companies that created gasoline powered engines and diesel powered engines that propel those vehicles are switching to electric. Some of them are committed to all electric. And I'm pretty confident that had Elon must not come out with Tesla, when he did, this would have had a much, much slower effect. In fact, I remember back when I was a little kid in the 1970s, my brother-in-law owned a gas station and he was a well-known auto mechanic. And back then he was asked to transport a General Motors vehicle that had batteries in the back because it was run by electricity. So GM's been sitting on technology for about 50 years and now has decided because of the leadership of Elon Musk to get into this business in a big way. So now that we understand why, let's discuss what matters most. And so I pose four questions. And the first one is, and I recommend you ask yourself these and answer these in this order. Why do I exist? And so for me, a person of faith, I showed this example of the Sistine Chapel, Michelangelo painted this picture of God and Adam and the quote here, so God created man in his own image. For me, I believe I'm a child of God and so I have a purpose on this planet to honor God through what I do. And so that gives me certainty about where to move forward from. So I highly encourage you to ask yourself this question and to answer it. Then the next important question, the most important question is answer why you do what you do. In the case of Steve Jobs, he said, I wanna remove the barrier of having to learn.  She was 21 months old, pulling her mom's mobile phone, her Apple iPhone out of her hands and watching a video game and controlling the buttons. Do you think that 21 year old, 21 month old had any concerns about a barrier to having to learn? No, and that's because Apple, Steve Jobs knew what he was doing and how he was gonna create these products to eliminate that and to make it so simple for us. So understanding why you do what you do is critically important. The next question you should ask and answer is, why should someone work with you? Not why you should work with them, but why should they work with you? And in the case of Truett Cathy, who founded Chick-fil-A, he said, I wanna honor God and help people. He didn't say, I wanna make the best chicken sandwich ever. It was about honoring God and helping people. They might create the best chicken sandwich ever. I love this brand. I'm a huge advocate for the Chick-fil-A brand. If you go to Chick-fil-A and don't have a great experience, I wanna talk to you about it because I know that every time I go, I do. Whether it's when I say thank you and they say my pleasure, not your welcome, the food tastes amazing. In fact, a lot of times we'll order cater the chicken nuggets and bring them to a high-end party because they're so well-received. They get eaten first, it's crazy. And then last question you wanna ask and answer is, why they should care about you? Why should people care about you? And in this case, I showed the picture of this SEAL team. Their mission is to conduct military actions that are beyond the capability of conventional military forces.  And they do that because they have incredibly high mission to their country, to their service and to you as the individual that is represented by their mission. So these are the questions I challenge you to ask. They're the ones that matter most. And when you get clarity on those, you're gonna be a long way to understanding your brand. So now that we've learned all about what brands are, how they manifest themselves, what kind of relationship they build with us, how the hierarchy works and the questions to ask and answer to get to our purpose and why we exist, then we want to showcase or communicate our expertise and experiences clearly in terms that others can understand. So here's two examples, but you might have eight or 10 others of where your brand is exposed or presented that you would want to communicate as well. So the first one is on LinkedIn. In my case, this is my major platform for communication outside of my website. And so you can see my LinkedIn profile here if you go to my name, Pete Canalicchio, in LinkedIn, this is what you'll find. I have my brand alive banner in the back and it says, are you writing a story that makes your brand come alive in the hearts of those who experience it or those you serve? That's what the question I'm asking you and that's what I try to help brands understand and to perform. Then I showcase that I am an author and Wardwood author and I am a TEDx speaker. And then the first part of my profile is Pete Canalicchio's brand strategist. So under the part that says first name might put Pete Canalicchio under the last part, last name I put brand strategist. So that's all on that top level. These are tricks that you can learn about how to create your LinkedIn profile. There's also a speaker there. And if you go to my profile and you click on that speaker, you'll hear me actually pronounce my name because a lot of people don't know how to pronounce my last name, it's Italian. And so the CH gets confusing to some folks. And then I give my mission. I'm equipping overcomers everywhere with brand strategy, brand expansion and brand licensing tools, talks, workshops and coaching to enable them to compete with the big guys. I'm here helping you because I want to give you all of what I learned while working for Coca-Cola, while working for Noel Rubbermaid, while working on the Olympics and FIFA World Cup. And in the right side, you see my company name and you see my business school because that's the last school I attended. Now on the other side is a personal website. Here's an example of a person who has listed herself on this site. She gives some clear, crisp facts about who she is, what she does and she makes it easy for people to discern the information she's trying to convey. There's nothing confusing here. It's very simple, straightforward. And that's the way we need to think about profiling ourselves. Now the difference between LinkedIn and a website is on the website, you get to put exactly what you want to put and the only person that's going to make you change it is you. But on LinkedIn, that's their platform and we have to follow their rules. And that's why it's important to have our presence on these platforms that realize that we don't control them. We only control our own property in this case, which is a website. Now we're getting towards the end here and I just want to share this idea which is critically important around being ruthlessly consistent.  Not too loud, but just consistent, consistent, consistent. So I'm going to show you an example of an individual Roger Federer who is no longer playing competitive tennis but is still at the top of his game as it relates to his presence in the world as an expert in this industry and as someone who many, many brands want to associate with because of what he conveys. So here are some images of him on the tennis court but also an evening attire with a Rolex watch which Rolex is a big endorser of him. Here's an example with a champagne brand even when he's having a few drinks he's still under control, his brand RF and then it forms the word perfect. And then you can see an example where he treats a young ball boy and then finally with his foundation. So he's giving back. And even though like I said, he's no longer competing. He has over 90 million social media followers. He is the second most, the second wealthiest tennis player behind somebody who actually left tennis and started their own company. So he is the wealthiest of all tennis players. He's won more tournaments than any other player. And so he is what you would call as a ruthlessly consistent brand. Final, final point, attitude is everything. So by bringing a positive attitude to what you're doing changes everything. And for me personally, I would rather work with somebody who may not be as intelligent but comes with a willingness to roll up their sleeves, comes with a smile, comes with a, what can I do attitude any day of the week? Because with someone like that, I know great things can happen. And so when you start to do that, have this positive mind or positive vibes, your life becomes positive. There's no doubt about it. And then that energy is reflected on other individuals which makes everyone better. And when everyone's better than you have this mindset of can do. And we see this example with the Wright brothers, even though they were poorly funded, were not expected to do anything. They were the ones that actually figured out how aircraft could fly because they had this amazingly positive attitude. And when you have that positive attitude, then you get to reach this level of self-actualization where you're doing what you're called to do and others benefit from your presence. So that is the end of my formal presentation. I'm hoping there'll be a number of questions to ask. This is a copy of my book, Expand and Grow Thrive, which you can find on my website, pkmalikio.com, or you can find on Amazon or any of the other platforms like that. My email address, I will connect with you on LinkedIn. I'd be happy to answer any emails if you have any questions. I want to help you in any way I can. So I will stop share and open the floor, I guess, Dan. Hey, thanks Pete. And you can find that book on my desk too. It's a great read. And the website too. Pete's got a great website out there if you want to go check that out. We did have some questions. One of them was from Cherish Pedraza. She's over on LinkedIn. And I think this is a personal branding thing. She might be looking at a website possibly. And she asked, she's a, where is it at? She's a data broker. And she wants to know, what sort of things might she incorporate as part of her personal brand strategy? Great question. I'm so glad you asked it. So for me, one of the things I do is I work with individuals and help them to build their brand strategy. And there's really three pillars to a brand strategy or three, I call it legs of a stool. The first one is this concept of writing down your story, your brand story. I could speak to you for an hour, tell you all kinds of facts and figures about who I am. But if I don't include the inflection points in my life, that story is shallow or hollow. So it's really important when you write brand story to include those, even to your earliest memories or maybe involve people that know you like your parents or a close sibling or a colleague or a friend from childhood and say, hey, tell me about your impression of my life story. What do you remember most about me? And that story, what you write down starts to articulate your why, why you do what you do. And that story becomes the marketing platform to your target audience. So the second leg of the stool is this idea of brand architecture. And I usually say, before we start the brand architecture, let's make sure we've defined our purpose, our vision and our mission in that order. Why we do what we do, what does it look like when we've gotten there and how do we get there? And then we start to fill it in with things like, what do we believe? What do we value? Beliefs inform values. Values typically have standards associated with them. And then we look at things like, what are our attributes? What are our functional benefits? How do people benefit functionally from us? What's our core message? What are our emotional benefits? When somebody works with us, how do we make them feel? And finally, we get to this idea of brand mantra or brand essence or promise. And then the third leg of the stool is this idea of positioning. Who is your target audience? And when I say who, I don't mean just demographics. I mean psychographics. I also mean, what are their values? So you really need to understand who these people are. What is their problem? Get real clarity on that. And how can you solve that problem better than anyone else? What makes you better? And then you want to have proof points that allow you to make the claim you do. So when you have your story and you communicate it to your target audience knowing clearly who they are and what problem you're solving, then people are gonna lean into that story and they're gonna go, oh, I think this person might be able to help me. I'm willing to at least engage with them. Have they written something? I'll read it if they have. Are they giving a talk? I'll listen to it. Or maybe I'll just reach out and ask them to give me 15 minutes of their time. So I hope that helps answer your question and I'd be happy to follow up with you directly. If you have more questions. Thanks Pete. Danielle Corbin, Danielle, did you want to come on and ask your question? Yeah, I'd love to. You're on. Okay. Hi, Danielle. Hi. So, is it just audio that you wanted on? That's fine, either way. Okay. Video is great if you want to also. Yeah, I thought maybe that would help. Hi. Hi. Okay, so first of all, thank you for putting this on. I'm really grateful. I am really glad that you gave Oprah as an example because I feel like her as an example aligns more with what I'm trying to do that no one understands. So when I talk to people about a brand, a lot of people always just say, it's you, the brand is you. And I'm like, okay, but I have, I'm a multifaceted creative. And so what's been tricky for me is trying to create a brand that encompasses everything that I do. And I'm at a point now where I think I'm realizing it's much bigger than that. And so what I need to do is actually, I think, and this is what I'm trying to gain clarification from you on is create multiple brands for different services and products. And so I think the part that I'd love some insight on is if I do that and I've got these different pieces to what I'm offering the world, do I also create a bigger umbrella brand that is me? And then I have multiple brands under it? Yeah, great, great, great, great question. And you're getting to an area that talks about, and it's another, and I try to dispel any kind of jargonism in marketing. But there's another form of brand architecture, which is this idea of a house of brands or a branded house. An example of that is Procter & Gamble, which has a house of brands, Pampers, Tide, you know, you can go on and on, right? They all have individual brands, they're billion dollar brands, they mean a lot to individuals that use those products. Then you have a branded house like Marriott, for example, which has JW Marriott or Fairfield by Marriott and all hosts of brands that are connected by the word Marriott. So the question you need to ask yourself, and that's why I really recommend that you answer those questions, you know, why do you exist, why do you do what you do? Because that's gonna help you understand all of these other services that you're gonna provide. Are they connected? If they're connected, then the idea of a branded house or an umbrella brand makes a lot of sense. If they're disparate, but very important, then you might have something about who you are, but they're each individual brands below them that have their own connection with the target audience of how they're gonna solve those problems. Hopefully that helps. That's so helpful, thank you so much. My pleasure. Great stuff, Pete. Ray Antonino just said that the last three minutes is gold, you'd pay for the recap, a true blueprint for success. Fortunately for everyone here, it'll be recorded in the archive so you can come back and look at it. Dr. Marvin Parker is on LinkedIn and he had a question for you and he just downloaded your book from Audible, by the way. But his question is, can you have more than one target audience? Yes, you can. And thank you for downloading my book. I spend about, I don't know, 40 hours, a couple of summers ago recording that. And it was one of the most challenging things I've ever had the chance to do, but I'm so glad I did it. So I will be in your ear for about 10 hours if you listen to the whole thing. But can you have more than one target audience? Yes, it depends on what you're trying to solve. But we need to get very specific about who the person is and what the, or who the, it could be a company, right? It could be B2B, who are they and what is their problem that you're trying to solve? Now I had a client recently who I worked with who had multiple targets they were trying to satisfy at the same time. They were a real estate hard money lender. So they were trying to solve problems for investors. They were also trying to solve problems with the same platform for their borrowers. And they were also trying to solve problems for their employees. We looked at all of them and we said, how does this company brand satisfy these individual targets? Because all of it has to come together. And if it doesn't, then the system's not gonna work. So what makes it attractive to investors? What makes it attractive to borrowers? What makes it attractive to employees? And we might have had even one or two more. So in that example, you can see where you have multiple targets. Now, in an example where you're talking about two different products for two different organizations, then it might get into what I was sharing earlier, the idea of that branded house or the house of brands. It just depends on what that need is. But you can see in the first example, three different constituents, three different targets all under one company, one brand. That's great. Eric B with Old Salt Coffee, which is an interesting brand. I took the time to look them up. Single Serbs are now available. Old Salt, it's a Navy based group. And he's saying, what can we do to take a brand that's growing but needs to make a significant jump? What's out there for us? How do we take and make that thing so that our brand really starts to soar? Well, first off, I love coffee. So, and I'm Navy, so I'm gonna have to check out Old Salt Coffee. I love the name and I'm excited for what you guys are trying to do. So it really gets down to understanding the real, I would call it the DNA of that brand, right? Have you done the hard work of the things that I mentioned earlier? If you haven't done it all, then I highly recommend you go back and do it. You have to pour your why into the brand. Like why did you guys or ladies get together to develop this brand of coffee? What was the compelling reason, right? We lean in, we buy based on our why. So in my case, I'm a lover of coffee. I may become someone who prefers your brand because of my connection to the Navy or my connection with your experiences. So it's really important for you to articulate those things to your target audience. And who is your target? Is it somebody like me that will buy high-end beans, grind them in the morning, froth my non-dairy milk, put it together? Or is this somebody who wants just one of those K-cups and is going to fill it up? So you have to really get clarity on who that target audience is and what they're looking for. And if you haven't done all that, that might be a place to start, but happy to have a one-on-one conversation and see if I can help you even further because I'm very supportive of what you're doing and I love coffee. We, one of the things you were talking about before was Chick-fil-A and you love that brand. Yes. So Chick-fil-A is, it's beloved and it's a unique experience and they've done a lot of things great. With their branding though, one of the things that's not convenient is that if on Sunday I want Chick-fil-A, I'm not getting Chick-fil-A on Sunday. Can you speak to how, how does, how is it, I mean, there's some baggage that comes with that, isn't there? For sure, but we just literally talked about this idea that you could have more than one target audience, right? And in the case of this company I told you before, they had investors, borrowers and employees and all of them had to be fulfilled. All of them needs had to be met, right? So in the case of Chick-fil-A, their employees are very, very important to their business. Their employees are treated with so much respect because they demand so much from them. So the idea that, and they're faith-based, right? So the idea that they could kind of live their faith and most of the people that work there don't have to be, but typically have faith also, who want to have this idea of one day of rest, it could be Sunday, it could be Friday, it just happens to be Sunday. So they're satisfying that target audience while they're satisfying folks like me who wake up on a Sunday and go, I wish I could have a Chick-fil-A sandwich and they're not open today.  That's why I buy them in the first place. And so I'm able to get all around or over the problem of Chick-fil-A is not open on Sundays because I realize there's more than one target audience here. I am a consumer, but I am not the only one that matters. And so for them, typically they will sell more in six days than their competitors do in seven. We have a question from Osvaldo Marino. Osvaldo, did you wanna come on camera? Yep, I'm here. Can you guys hear me? I sure can. Okay, I actually have two questions. That's okay. But my first question is, I just put it down. Where do you see brands going? Oh, I'll start my video too. Where do you see brands going when it comes to how and where they brand themselves to be the most successful? And then the second question is, what are some big don'ts? But maybe typically a lot of people do nowadays when it comes to brands. Okay, so maybe we'll answer the second question first and we can talk about where they're going.  And so they are in one space, which could be their target space, right? They're saying all of these things and they're making a lot of sense and people are leaning in and going, yep, I get that brand and I prefer that brand or I'm even loyal to that brand. And then out of the blue, they will decide for whatever reason to do something over here that has nothing to do with this.  You're doing this stuff over here. And quickly, those folks will put a question mark. Now, if these folks get it right, they figured out, go, hey, wait a second, we're sorry, we screwed up, we'll get it right, we won't do it again. Most brand loyalists will give them a pass because nobody's perfect. But if they continue to play over here and do these things, these folks say, you know what, I don't think I can trust this brand anymore, I'm out. And that, I've seen a lot of that. Now, where are brands going? Well, I think the brands that matter are going up higher and higher and higher. We lean into them more. All those things I mentioned, this idea of building a relationship, establishing trust, providing certainty, removing risk, willing to pay a premium rate. In times of difficulty, people lean into brands way more than they do in times of ease or in times of affluence. So we've had a lot of difficulty in the last couple of years, last three or four years with the pandemic, you know, with inflation, with, you know, debt out the wazoo. And what does this mean? That's when we lean into brands the most. So the brands that do all those things right, they're gonna continue to perform higher and higher level. The ones that don't are going to suffer and generic are going to be a commodity.  So I believe in brands so passionately, I say, figure out who you are, why you do what you do and do it with Ruthless Consistency and you will get more business than you know what to do with. Thank you, that's great. Appreciate it. My pleasure. Someone had a question before about logos. Okay. We get pre-wrapped around the axle with logos. Do you have any advice on personal branding logos or company brand logos? I have a lot to say about logos. So I'm so glad this question got asked. First off, do not create a logo for your company until you've created your brand strategy. I'll repeat that. Do not create a logo for your company until you've created your brand strategy.  I'll insert what I think it should stand for.  So that's the first thing to say about logos. What I suggest is you develop your brand strategy and then you get a graphic designer or creative director who really understands brand strategy and have them work with you to build your brand attributes into your visual identity. Visual identity consists of the logo and all the other elements that make up the brand's visual connection, visual representation with all the dos and with all the don'ts. So you saw like my LinkedIn profile banner, right? That was designed for LinkedIn. There's one for Instagram, there's one for Facebook. There's certainly what I put on my website, but they all came and started with my brand strategy first. And then I developed the logo and then I developed all the attributes, the colors right down to the PMS code, the fonts specifically used at certain times and not at others. And then the backgrounds, is it a dark background? Is it a light background? All of those things are done well, communicate it well through someone who does this for a living. So I don't do the creative side, but I work with individuals that do who really understand why it's important to have a brand strategy. And when the work I do becomes like the greatest brief for a graphic designer, but if they don't have that, then typically what they'll do is they'll ask a lot of questions to try to get at those same kinds of answers. But that's what I have to say about logos.  In my case, it's that, here's my business card. It's the PC, it's kind of the identifier with my name and then brand alive. And you can see it on the dark background on the back, on the other side. So just an example of how a logo should be made. And believe me, when you, and we don't do this very often, but when we hand out business cards, how, what their thickness, their print, their colors, the font, everything right, that communicates so much. So if you're not willing to spend a little bit more in creating it and then having it printed well, then what are you actually communicating to your target audience or whomever it is you just spoke to? Probably not what you would hope for. And I just leave you with that thought. That's great. We have one more question from the incomparable Ray Antonino. Ray, love you Ray. There, how do I do this? There we go, picture. I still can't get the video up, but that's okay. You don't need to see my helmet. Oh, there you are. Yay. Yay. Hey Pete, this has been incredible. The timing of which, I mean, it's just beautiful. First of all, thank you. Incredible, thorough walkthrough of how we should think about things. But here's what my question is. We're currently going through EOS. Are you familiar with EOS? Tell me a little bit more just to make sure. Entrepreneur operating system. A lot of businesses will work on EOS. And in that there's a couple of key dates where you work the whole day on certain workshops. And we just came out of Vision Day building one. And part of that was building our core values and our core focus and a core value statement. And I'm going to tell you that was a lot harder and we still, then I would have thought and we still didn't get it. Taking your book, wanting to throw a plug out there, so I also go get it, is to say what chapter in your book is the chapter we could look to first for taking the real true first step as a team? To say, let's jump on soon. Let's talk about this. Answer these questions what we think and start that process of building blocks toward building exactly what you're here showing us today. Well, thank you very much. And I'm so glad this landed where it did with you. I will tell you that I'm literally taking, so I do this coaching, right? I've converted my coaching into a self-paced course which is available, but I also then took that self-paced course, transposed it into the words and have been in the process of creating a book out of that self-paced course, which is in its kind of first draft right now. I expect that book will be published in April of this year, so in a month or so. And that will literally give you all of what I've just shared but at a deeper level. So I know you can't wait for that, but you and I can talk and I can start to feed you some of the drafts and I'd be happy to do that. But if you were gonna take Expand Grow Thrive, I would say the first chapter of Expand Grow Thrive is my chapter experience with the Nagano Olympic Games. So this is when I got, I was an employee of the Coca-Cola company, got brought into this group called Worldwide Licensing and asked to pull together a team to figure out how we would create co-branded merchandise for the Nagano Olympics, which we're starting a year from then. It was just like super fast. How we came together as a team, what we did to showcase the Coca-Cola brand and the Olympic brand and how we thought about who our target audience was and why they mattered. I think we'll come through loud and clear. One thing I will leave you with, which was the compelling point of all this is, when we did it right, and thankfully we did it right, we had a crowd and I thought we were in trouble because I wasn't in Nagano at the time. We had a crowd that was like more than a mile long lined up in the middle of the night, the last day of the Olympic Games, waiting to get the last pin of the day that was gonna be sold basically 12 hours later. And when we went to the person and we only sold 1,998 pins because that's when the Olympics took place, and we told the 1,999 person that there would be no pin of the day for them because we'd be sold out. They still didn't leave the line. They were so impassioned. And that's helped us realize when you do right by your brands and when the brand lives its promise, in the case of Coca-Cola with the Olympics, and amazing things happen way beyond us as individuals. So I think that story in chapter one could help you kind of figure out how to rally around this idea. And then I'll get you the draft of the book and that might fill in the details. Got another quick question from Frank. He's asking, and I'm assuming this is about his branding, probably branding and advertising marketing for a bootstrap startup. Is there a percentage of overall budget allocated that you recommend? Oh boy. Tough question, but I get it, right? Like every penny matters, right? But I can promise you as much as important so of getting your minimum viable product created and getting it out there and making sure it works flawlessly is essential doing your brand strategy work, understanding why you've done it and communicating your story is also essential and telling that story, which is the marketing is essential, right? Because as I said in the hierarchy, if no one knows you exist, you don't exist. If you don't have awareness, if you haven't given people the chance to try it or build a loyalty to it, all of that amazing work goes for naught. But if you have done it and now you're marketing a great product or service and you know once somebody tries it, they're gonna have an amazing experience, then you wanna tell the world, right? So how do you do that? Well, do that brand strategy work first, make sure that that's built into your product and that doesn't cost you a lot of money. But then you can figure out, okay, what are the smartest ways that we can now start to tell our story? And so is it a question of percentage? I don't think so because you might do one thing and I'm not suggesting you do this, but let's just say you had, I don't know, $2 million and what you were trying to sell was a consumer products good and you had only $2 million, you might decide, I'll take a 30 second clip at the Super Bowl and let the world know about this. 400 million people will see our brand and that may be the best way. Or it might be, you know what, we're gonna piecemeal it out, we're gonna do some great PR, spend a little bit of money on an expert to get us, give us a chance to tell our story and what we call earned media, right? Literally where somebody publishes a story in their trade magazine about who you are and what you do and why you matter, right? So the cost of getting that article written is zero, but getting the professional to help you connect with that person may be the best money spent. So hopefully that answers it. I can't get into a percentage because when you're bootstrapping, is it five or is it 50? That really is uncertain because we're really talking about a low amount of money either way. Well, Pete, thank you so much for your time. Thank you everyone for tuning in. We're gonna get off here real quick. Before I do, visit patriotbootcamp.org for more information about upcoming events and to get alerts to attend these events via LinkedIn or via other services. Thank you, Pete. You can check out Pete at pitcanalequio.com, check out his site, check out his book. Thanks for tuning in and we'll see you next time. Thank you everyone. I thoroughly enjoyed this. Thank you, Dan. Really appreciate it. Thank you to DAV.


IMD is the incident management division at Sector Baltimore. We work under the response department. Basically what we do is we're the command's 9-1-1, we'll send a team out to the field, stand up any kind of ICS structure. The bulk of what we do, it's mostly pollution response. We do have some marine casualties that we actually have to step in and help out with. What we were doing was setting up some cascade boom and basically what that does is it funnels the oil into the shoreline so that you can back a truck up and they can recover the product. Essentially what we do is we find a good spot in the beach, we drive down our fence post and that's our anchoring system and we run lines off the anchor system to the boom to the anchor system and we basically, we bow in, take the gear on and we drop it off. We back down and we find that right spot and we drop the gear. With the summer season coming up, we see a sharp spike in the number of pollution calls that we get, cases almost triple. That combined with the fact that we just received three new crew members into the shop. We're taking everybody out, running them through the drills to get ourselves refreshed and to get the new guys kind of broken in a little bit. So when we go to the stations, it's a pretty smooth operation.


Hi, I'm Zor. Welcome to Unisor Education. I am continuing solving problems with the quadrangles, triangles, parallel lines, etc. So all these problems are spread in eight sets. This is the set or series number seven out of eight. Okay. So I have these problems in piece of paper. They are in the lectures, in the notes of the lectures, and I'm sure you have already spent some time just looking at them and thinking about how to solve these problems. So if you came up with a different solution to whatever I'm suggesting right now, great. Now you will have just yet another solution. But it's very important for you to try to solve it with yourself. All right, construct a parallelogram by one side and one diagonal. So let's think about it. You have parallelogram. You have a side which is equal to this one. And you have two diagonals. It's direct by one side and two diagonals. Well, this is actually simple because diagonals are divided by their intersection point in two halves, which means if you have two diagonals, you can actually take two halves of these diagonals. So AP will be one half, PD would be another half of another diagonal, and AD is a given side. So APD can be built by three sides. So after you build APD, you just extend one diagonal by the same length, another diagonal, and you will get a parallelogram. So as for analysis, what you see is you basically see that APD at triangle you can construct using the side which is given and halves of diagonals. You don't even need any additional construction, additional lines or whatever. Next, construct a parallelogram by two diagonals and angle the form with each other. Well, that's basically the same thing. Parallelogram, two diagonals. So you have the lengths of two diagonals and angle. Now, if you have two diagonals, you have two halves of these diagonals. And again, this triangle can be built by side, angle and side. And then you extend the triangle to both sides to get vertices of the parallelogram. Construct a parallelogram by one side, one diagonal, one side, one diagonal, and altitude between a given side and opposite side parallel to it. And this altitude. So you have A, B, C, D, E. So you have A, D, A, C, and C, E. Well, since you have A, C, and C, E, which is actually two sides, hypotenuse and the characters of right triangle A, C, E, you can build it. So you can build the triangle A, C, E by hypotenuse and one of the characters. Fine, now this is done. Now you have A, D, so you just measure it here. Here you go. And now you have half of your parallelogram. So all you do now is draw a parallel from C parallel to A, D, and from A you draw a parallel to C, D. And here is your point. Well, these are all relatively easy exercises just to know that you have techniques, basically, that you understand that the parallelogram has certain properties and right triangles has certain properties. They're quite obvious. So this is just some kind of your, if you want, a toolbox for really complex problems which might be in the future. So just consider these as different tools in your toolbox. Construct a rectangle by a diagonal and an angle between two diagonals. So you have a rectangle, you have one diagonal, and you have an angle between diagonals. But in the rectangle two diagonals are congruent, which means you have both, actually. And we have already solved this for parallelograms when you have two diagonals and an angle between them. If you remember, we're using just halves of diagonals to do it. Probably there is a better and easier way in case you know this is a rectangle. But for me, it's easy just to refer to the previous problem which we have already solved. So without wasting any more time, I can just refer to the previous problem. Construct a rhombus by a side and one diagonal. Okay, if I know that this is a rhombus, which means parallelogram with all sides congruent to each other. And if I have a diagonal, that means that I have three sides of this triangle because these two sides are congruent. So this is given, this is given as well. And diagonals, so I built the triangle and then the couple of parallel lines gives me the rhombus. Construct a rhombus by two diagonals. Now, we know that two diagonals in rhombus are not only divided by the point of intersection into congruent parts, but also they are perpendicular to each other. So having two diagonals, you can actually build any of these right triangles. They are all congruent to each other. And basically, you know, two cacti of this right triangle, half of one diagonal and half of another diagonal. So you start from the triangle and then you extend it both ways to get the rhombus. Construct a rhombus by diagonal and angle this diagonal begins at. So you have a rhombus, again. You have an angle and you have a diagonal. Now, remember the diagonal in the rhombus is a bisector of the angle it goes from, right? So if you have an angle, the way how to construct this particular rhombus is to make your angle bisected and whatever the lengths of diagonal just cut it here and then draw a couple of parallel lines, parallel to this and parallel to this. Here is your rhombus. So you just use the property of the rhombus diagonal to bisect an angle. Construct a rhombus by diagonal and angle opposite to it. Well, this is not much difference, I guess. So you have a diagonal, but instead of this angle, you have this angle. Now, first of all, the easiest way basically is just think about if you have this angle which is equal to alpha, let's say, then what is the size of this angle? Obviously, it's 180 minus alpha divided by 2. Why? Because the sum of these three angles is 180. So subtract alpha, you get some of these two angles and basically divided by 2, you have one angle. So having this angle is equivalent to having this angle. So again, this is angle which I could just calculate it. I have the size of diagonal, I put it here. Another angle of the same size here because the diagonal that is bisector and couple of parallel lines. Construct a rhombus by a sum of two diagonals and an angle one diagonal forms with a rhombus side. Okay, this might be a little bit more interesting. So let me draw a rhombus like this. So again, construct a rhombus by sum of two diagonals. So sum of these two diagonals and angle one diagonal forms with a rhombus side. Let's say this angle. Okay, but let's consider a triangle C, D, P. It's a right triangle because diagonals of the rhombus are perpendicular to each other. Now, you know sum of D, D plus H, C. Now each diagonal is cut in half by this point P, which means having sum of these two it's the same as having sum of P, D plus P, C. These are just halves. So basically what you have is how to build a right triangle by one acute angle and sum of two triangle by sum of two legs and an end an acute angle. Basically that's enough to build the whole rhombus because we just have one triangle and then extend with the parallel lines, etc. Okay, so how to build a triangle knowing sum of two cartotons and an angle. Okay, let's think about this. Let's extend this guy to C prime. Now, what do we know about B, C, C prime? We know B, C prime because this is the sum of these two. A, C prime and A, C are congruent by construction. So you know that B, C prime is the sum of your two legs, okay? You know this angle and actually you know this one which is 45 degrees. So you know a side and two angles of this triangle. So you can do it. So build B, C prime, C and then from the C you draw a perpendicular to this line to get A. That's how you build a B, C triangle. Now having this triangle, you just put it here, extend your diagonals by the same size in both directions and you will get the rhombus. So I have reduced my a little bit more complex problem about rhombus to a simpler problem about triangle. I'm not sure actually maybe we have already solved this problem about triangles some time ago. I just don't remember. Anyway, construct a square by its diagonal. So if you have a square, let's analyze this problem. You have a diagonal of the square. How to construct a square knowing only its diagonal? Well, the simplest way is if you have A, C, cut it in half, draw a perpendicular bisector of A, C, cut these lengths on both sides and you have two other vertices of the square. Okay, construct a square by a sum of its side and diagonal. Okay, so you have a sum. This plus this. Okay, so what do we do now? Well, as usually, if you have sum of two sides, you usually extend, let's say, which side to extend? Well, let's extend hypotenuse to D prime. So A D prime and A D are the same. Now, what do you know about triangle C D D prime? Well, you know this side. Obviously, it's C D prime, right? It's given to you. It's a sum of diagonal and a side, which is, these are congruent to each other. So you know this. You know this angle is 45 degrees and we know how to build this 45-degrees angle, all right? And also, what we know is that this 45 is also, and this is exterior angle to A D D prime, which is a socialist, which means each one of them is equal to 22.5 degrees, half of 45, right? So you know this angle as well. So you take 45 degrees angle, no matter how you got it. Let's say you, you know, built a triangle with two congruent legs, doesn't matter.  So you have basically this angle, this angle, and you have C D prime. So you build this triangle and from this point D, you, well, since you do have this point D, so you can do it, you can do it perpendicular to this line to get the B to the same distance. And from B, you get parallel to C D to get the point A. So start from C D D prime by having the side and two angles near it. And then from the point D, you get point B, which is symmetrical relative to this. And then from B parallel to C D and you get the point A. So that's your square. I'm sure there is maybe a better way or different for sure. There are many different ways how you can solve the problems like this. But anyway, that's it for this particular lecture. And so this is lecture number seven. There is an eighth. That will be the next one. Meanwhile, I do encourage you to take a look at the Unisor.com. And if you have a parent or a supervisor, or if you are a parent or a supervisor, interested in a deeper and more controlled environment of learning math, Unisor is basically an excellent choice for you. You can enroll the student into a specific program of your choice. And you can watch the exams, which are part of this Unisor.com website. Check the scores and pass or fail, basically, based on the scores relative to the maximum score available for this particular exam. That's it for today. Thank you very much and good luck.


Is up everyone welcome to a brand new review today I'm discussing the vanishing of Sydney Hall a brand new a24 film which if you don't know what a24 is they do some fantastic films They pick up other films like it comes at night the disaster artists and tons of others that you guys have probably all seen and I think they're one of the best production companies out there right now for Picking up small indie films and you can say that I was pretty excited going into the vanishing of Sydney Hall Given I have no idea what this film was about prior to the watching this film and going in to see it I saw the screener. I went and watched it and I was excited to see this just knowing that a24 had developed this again I said I had no expectations. I didn't see any of the reviews any reactions. I barely even heard about the film I knew who was in it per se and Vanishing of Sydney Hall. It's a fine movie. I enjoy it I won't say it's one of a24 is best and I won't say that afterwards I went and looked at the reviews and damn people are slamming this film And it is not as bad as what people are saying there. There is not that bad as what people are saying But I will say There's really no point to this film. It's very much more of a character study that's Told in a very particular style of way which in a way is kind of a big risk for some directors to take Because the way this movie takes place is that it actually tells a story There are three different timelines and all the timelines you concur towards the end But it's very much different timelines which some on paper This might have worked but when coming to the screens very hard to edit and put it into that context Some films can do it very well this film in particularly I feel like didn't handle it that well And that's one of my big cons with the film is the way that it's structured is you can't figure out how it's told Because it doesn't work. It works in weird ways and sometimes the things that are being told the flashbacks Is don't make sense to what's going to the next scene and usually when a film is being told in this way The flashbacks and the other scenes that the other timelines It's going to will equal and kind of make sense of why it's being shown at this particular moment Particularly it doesn't it feels like it's just continuing a different timeline And I didn't really like that kind of style to be honest What really saves this film and really what made me enjoy the film overall as the performances in here? Logan Lerman is one of the easily the most underrated and under appreciated actors working today He's very young and up-and-coming, but the guy he has not had that one role yet that is bam I'm just pushed him forward. I mean he was in the Percy Jackson. He was fine first being of law of flower He was fantastic in but he saw has not had that one movie in here But the guy still gives a really good performance in here's a very likeable performance And I like what Logan Lerman does with the performance in here now for me Kyle Chandler was also in here And he's great to see pop up But for me the one performance in here that steals almost the whole entire film is Ellie Fanny Fanny plays melody in here and she I forget how good of an actress she is I mean one she carries such charismatic energy with her She's beautifully talented, but she fits every character and always pushes it into a new dynamic She can always bring any range of emotion But her charisma charm just leaks out of the screen and such cute charm in it that makes you just love her character And every scene she was in I wish she was in the film more to be honest relationship and chemistry She has with Sydney Hall Logan Lerman's character is just fantastic And it just oozes off the screen that I wish more the film honestly focused on them and not just Logan Lerman's character This film is pretty much about a kid in high school Finding success with a book that he read and then also he gets into an unexpected relationship And that's literally all this film is about like it's a very small Touching film, but it doesn't hit all the right aspects like I was saying I think it's mostly just because of how the story was told the end of the film when the film ends You're kind of like okay two hours have passed and whoo Finally, it's over but like I said those chemistry parts is the parts that really worked for me Those moments with the actors is what really worked for me made the film come to life Think of the editing and the directing on some of the scenes on how they were gonna particularly tell the story It would have been a little bit better I think this film would have easily came into be or a minus for me It's ranging a little bit lower than those and it's mostly hitting those ranges because the performance held this film up Absolutely the performances what gives this film what it is But the story is what really held this film down I like the story that was telling by the end of the film. It didn't leave me pondering or thinking anything It really was just a character study and more of just watching people do it stuff I think this film eventually will probably end up on Netflix or Amazon Prime or even Hulu and people will take a liking to it It's one of the films that you go into you watching you can enjoy it and have some enjoying moments to it But there's certain elements assert the hit at the end of this film that I wish more of would have hit and Revelated towards the middle of the film for me to ponder more throughout it And I wish the film left me pondering and wondering more about my own personal life and making me think about my personal life But it didn't it just ended and that's it It doesn't make you think it doesn't make you ponder where most 824 films make me continue to think or make me feel inspired Or make me pondering analyze certain things and this film didn't feel like that. It just felt like a generic Character study that happens in a film. That's really all the vanishing of city hall is so I think if you were interested in seeing this film Definitely worth a watch if you ever heard of the film maybe wait till it goes on Netflix or so so about that I'm gonna get the vanishing of city hall a C plus like I said if it wasn't for the characters in here I think this film would have totally fell apart. It's definitely not as bad as other critics are saying I was reading some of the reviews and I was like how why why do you think it's not bad? It's an enjoyable film and the characters and the actors in here really held it up Ellie fanning. I cannot wait to see what she does next. I forget how good of an actress she is I mean guys have you guys even heard about this film or are you guys excited about this film and also leave down below Let's leave this question. What is your favorite a 24 film? This is gonna be a really good discussion So I can't wait to hear about it and of course guys make sure to hit up all my social media links You guys want to talk about other types of movies Twitter Instagram stardust I'm always reacting to stuff on there and tweeting about movies So that's all really cool Plus make sure to hit that like and subscribe button Especially if you're new because I love talking movies and that's what the comments are all about is talking movies and meeting other YouTubers and even talking to you guys about what some of your favorite films are So that's what we're gonna be doing talking down below And of course you guys want to be seeing some early movies and getting some advanced screens or also checking out other movie news That I don't capture on my channel Make sure to go check out sandwich on films down below because I'm a part of this awesome website That does advanced screenings and also gives out awesome movie news So make sure to go check us out down below and of course until next time stay classy


Hi, I'm Frankie from the R&D group or R&D group of your friendly extension MetaMask today We're going to present to you our vision for a network of Ethereum like clients You may know some of us from other projects in the decentralized space. We've been involved in infura MetaMask IPFS LibP2P So I'm sure some of you are wondering how long does it take to sync a full Ethereum node? Great question in our experience It takes anywhere from a couple hours to well over a week to sync a full node from scratch Ethereum nodes are becoming more resource intensive a full node uses gigabyte of storage It uses significant amounts of IO so much so that it requires an SSD at the very least Also synchronizing state takes a long time to network issues and having to process every block to reconstruct the state This and other issues is forcing users to rely on centralized infrastructure What about like clients you must be asking current like client implementations provide solutions to some of these challenges But it's also introduces its own limitations Relying on good nodes for most of its data like clients are leachers in a peer-to-peer network sense They don't seed any data They require a syncing state before becoming usable this isn't as resource intensive as syncing a full node But it's still an important limitation that regular users aren't necessarily willing to bear Imagine a user having to wait minutes before using her favorite depth in a time where web page loads are measured in milliseconds This is not acceptable UX On top of that devP2P relies on UDP and TCP for data transfer and node discovery which Makes it inherently incompatible with the browser MetaMask is an important part of the ecosystem. It's responsible for helping drive the adoption of Ethereum Users rely on MetaMask to interact with the Ethereum blockchain from dApps to tokens to transferring ether directly But MetaMask as well as other similar tools rely heavily on centralized infrastructure such as things like infura and other other services This was instrumental for bootstrapping the Ethereum ecosystem But this breaks the premise of decentralization and now we need to do better The problem is building decentralized client that has the same performance characteristics that centralized infrastructure offers So what are our like current requirements? We need a light client that is fast ready to use in seconds Seeds its data to other peers so that it's not also relying on centralized infrastructure Has native and has native browsers support of course because we're MetaMask So now I'd like to bring on Dima to talk about our solution Mousticala. Thank you Mousticala, it's a light client for the browser and more It's a way of partitioning the Merkle tree into convenient units. We call slices It's a network of browser-based peer-to-peer notes that help find and distribute slices And it's a network of full notes that provide the slices to the light client peers right now These are dedicated notes, but in the future we're hoping to get this functionality To become part of the full clients stay tuned for any EIP So slices, what are they? They're convenient portions of the tier Merkle tree They're composed of the stem Sure, the notes traverse to reach the beginning of the slice. We call it the head the Merkle tree notes leave notes which contain accounts and a branch notes and For convenience, we also pack the evm code and storage route for each smart contract account. So how do we identify a slice? We use the path which is an offset into the tree the first four nibbles of an address or storage key The depth of the slice which tells us how many levels we descend from the head The state or storage routes tell us which block the slice belongs to now. What's the kids a net network? Kids a net is a network of peer-to-peer notes that collaborate in distributing slices We're using leapy-to-pea a modular peer-to-peer network stack with native browser support It allows using a variety of mechanisms from hybrid to full distributed to create a peer-to-peer browser based network And not only that it also enables the diversity of devices to connect to this network From high-performance servers to low-resource devices think IOT We're also using pops up for near real-time data propagation in the kids a net network We've been using leapy-to-pea floods up for internal prototyping We were exploring more efficient alternatives such as episode gossip sub both from leapy-to-pea as well Epidemic rock the streets and other and others So how does data propagation works in the kids a net network? Each peer in the network tracks a subset of slices and also seats them to other peers This is crucial to enable data availability across light nodes And this also reduces reliance on full ethereum nodes We use a combination of parameters to determine which slice the peers track in The user's account Daps and tokens to the user interacts with and Also arbitrary slices that the client gets assigned based on a notion of cryptographic distance of the peers hash and the slice hash So how secure is this? When querying the state the key is to know what's the canonical block header? It's a critical operation, but it's not necessarily a very intensive one Resource intense one There are several ways to accomplish that We can ask a bootstrap note for a canonical block header for example Beacons number five five million nine hundred thousand or something and then start syncing from there or Just receive the block headers verifying the number in the seal Of course and then ask for its parent and a parent of its parent so on and so forth until you reach a trusted point Or you can subscribe to some of the network to some network of trust Not my favorite one Or you can always run your own node and request data or RPC That's a joke We maintain the security guarantees provided by Merkel creates Slices contain all the required information to perform cryptographic verification So what are the takeaways? We have slices which are convenient conveniently packed Merkel's trees that contain state We had we have kids a net which is a peer-to-peer network of flight clients sitting slices And we have full notes it your clients synchronizing state making slices available for kids in it. Thank you


Good afternoon everyone. Thank you for bearing with us. I hope you've got chalk marks all over your hands. My name is Pat Kerrigan. I'm with KSRO Radio in Santa Rosa. They went to work a year ago to here to talk about it tonight. As you can see it's going to be a low-key celebration commemoration really of a year ago tonight and a firestorm that swept through us for some the anniversary of tonight for some it is tomorrow depending on where you live. But we all agree that any opportunity for us to get together with our community especially on a night and a date as important as this one is a good idea. I'm happy to be joined on stage but with Chris Smith from the press Democrats and Chris said we've got a little bit of work to do. It's gonna be a short ceremony and we want to pay homage to those we lost and to those lucky enough to be still standing here this evening. I would like to first welcome the Santa Rosa firefighters Honor Guard. They are please welcome them and they are going to be presenting the flag on stage here and let's start there. Thank you to the Santa Rosa firefighters Honor Guard. Very much so. You know in October 7th of last year many of us had a fondness for our first responders and now they are ingrained into our cellular beings and we thank them and tonight we also honor those among us who became first responders on that fearsome night and are responsible for so many lives saved and I hope we don't forget about that because our our personal best natures picked in and as a result of that so many uncountable lives were saved. You see up behind me some of the leadership of the city of Santa Rosa, the county of Sonoma, our state legislature and our national leaders as well. It's going to be kind of interesting to have them here because nobody's gonna say a word. They are all here in support of their communities the communities they represent but they are not among the speakers tonight so thank you very kindly for all the work that you've done over the course of the last year and I know you're not finished yet. Please let me welcome our first speaker tonight. I was very proud to meet her earlier today. Her name is Isabella Lopez. She is the founder of the Ryeesis Collective and this is an organization. It's a community organization and their mission is to elevate community resiliency and challenge oppression by creating safe spaces for authentic artistic expression. Some of which you saw tonight the Collective came together to offer artists and teachers of color resources of a space to work in. Programming events shows and activities to affect social and political change through art and community building and as you know we're really about community building around here. We're big fans of it so Isabella would you like to come up and join us? Collective mural of artistic expression on the side of the court hall square using chalk to share words or images reflecting on the years since the wildfires. It's a commemoration of a community coming together in hardship or rising and becoming stronger because of it. So we'll be here today till dusk and tomorrow Tuesday from 10 a.m. until 6 to complete it. So she is at the Collective booth. It's the red tent on the right for details and to give a brief talk to partake in the art meeting. So gracias todos por estar aquí. Todos están invitados a participar en un mural colectivo de expresión artística en las banquetas del centro utilizando giz para compartir palabras o imágenes sobre su reflexión de un año desde los incendios. Es una commemoration de nuestra comunidad que se unió durante un tiempo bien difícil pero que se levantó y se fortalició por ello. Estaremos hoy hasta el atardecer y mañana martes de diez de la mañana hasta las seis de la tarde para completarlo. So vengan al puesto de raíces colectivos es la la la lona roja para ganar su su giz y a ganar más detalles del mural. Muchas gracias. Hello everybody. I'm Chris Smith with the press Democrat. I'm one of those. Thank you. Who is fortunate to be able to perceive that this past year once again was a year that went quickly. They seem to go faster and faster but I've got to keep in mind that there are a whole lot of people here throughout our community for whom this was very likely to the slowest year ever. A slow and agonizing year and very painful year. I'm going to mention in my column tomorrow. I hope you might catch it that I would hope that tomorrow we would all allow ourselves a moment of silence either in private or in the company of friends and just kind of let your mind go where it will go tomorrow on the one year anniversary of this historic firestorm. I would hope that we would recall that there are there are a whole lot of people to whom we need to continue to feel grateful. There are a lot of people we have to assure that are never forgotten. So I hope that tomorrow you might treat yourself to a moment of silence. It's my honor to present our speaker tonight, Mike Mark Guillarducci. Mark S. Guillarducci serves as the director of the California Governor's Office of Emergency Services. He was appointed by Governor Jerry Brown on July 1, 2013. Mr. Guillarducci previously served as Secretary of the California Emergency Management Agency. He was appointed to that post by the governor February 2012. He is a member of the cabinet. He serves as the governor's Homeland Security Advisor and oversees statewide public safety, emergency management, emergency communications, counter terrorism efforts, and the state threat assessment system. We're very pleased to have with us this evening, Mark Guillarducci. All right, well, good evening, everyone. It is such an honor for me to be with you tonight. This community, this family in all the years in the job field that I've worked in almost 40 years, the events of last year, certainly were one of the most tragic and most affected that I've ever experienced. The amount of loss our communities experienced during those fires clearly left an enormous scar both physically and emotionally. And the process of healing and recovery is still ongoing as we all know. And I'm so, so deeply impressed with the community that I've seen and how you responded collectively with such amazing determination. It makes the difference in being able to recover from such a tragic event. Truly the days after the fires were out in control. The communities of the North Bay were already looking and saying to us at the state, okay, now what do we have to do to get this going? Let's get this cleaned up. Let's move forward. And without hesitation, community groups made up of nurses and teachers and students and public safety personnel retired, young and old, countless of private sector, non governmental organizations, partners all rallied to come together in a motion of really one team, one fight in getting the community both cleaned up and move forward in the recovery process. You know, it's a thousands of firefighters and law enforcement and emergency personnel that control and put out the fires. However, it really took this entire community, this entire state and even the help of some other states to help begin the recovery process. Those first days just under a year ago now were critically important to our communal healing process. But I think it's just as important what we do today, tomorrow and the next day as a family, as a community. Tonight, we remember those lost, those whose lives have forever forever been changed. And we celebrate in our community what we've accomplished in just one short year. We look forward to the future with confidence and conviction that we continue to rise to the challenge. And we will continue to do this together. My thoughts and prayers all to the people of Sonoma County and the surrounding communities Napa Lake and Mendocino. Thank you very much. We learned a lot about poetry a year ago. And for the next days after that, we learned a lot about poetry about this amazing undirected focus that we all shared a common goal and a common purpose. And it really was like some kind of bizarre poetry. But what the end result was that we all ended up working together, which leads us to this commemoration today. In light of that poetry, we wanted to bring to you tonight a couple of prime examples of it and the way that words work to heal us too. I'd like to introduce you to Denise Rizzo. She's 12 years old. She's a sixth grader at Wright Charter School. She is a proud Raisa's Collective's Program participant in the program called Wright the Power, W-R-I-T-E, the power, yeah, exposes intercity youth to creating writing workshops right here in the Redwoods. Denise's other hobbies include get this boxing, playing basketball, and now writing poetry. And we're glad she's here. Please welcome Denise Rizzo. Actually, Denise Rizzo couldn't be here today. Well, you look like a fine representative for Denise. What's your name? Isabella Newell. All right, Isabella. Take it away, baby. This is a poem that I wrote called My Memory of the Thunders. The fires were around and they made me power. And now that they've gone and moved back my power, T-O-W-E-R, fighting the fires left a big battle scar. Scum, S-C-A-R. Now I just wonder how many students I just learned. A word that I cannot describe because when I think about the fires, I always get a bad vibe. But something that you feel, because sometimes people can't keep it real, or another word for reality. People say the fires are going to be real, but can we have mine in town? Isabella, Maryweather, as we get that straight. Thank you very much. That was beautiful. Imagine having on your resume Poet Laureate. I think that's something we all envision as a grand description of part of what we do. And our next guest is just that. She is the Poet Laureate of Sonoma County. Her name is Maya Kosla. And she is the 2018 Poet Laureate of Sonoma County. She's written Web of Water and Keele Bone, her new poetry book, All the Fires of Wind and Light will be out next spring. Her Poet Laureate project is bringing Sonoma voices together to respond and bring a sense of hope. Lots of different voices of hope after the fires. The series of gatherings and readings with Maya will be, she will be doing that through next year, listening to our voices and putting them together in a program that we can all appreciate. Please help me welcome the Poet Laureate of Sonoma County, Maya Kosla. Thank you very much for including the strength of words in this program. And I read three works. They're short and they are all inspired by those who have lost and thrived after the fires, gained strength after the fires. And I've been talking to people and the first gathering will be October 14th. And the second January 10th, there's going to be a series of gatherings next year. And everyone is invited, especially if you feel like words can give you strength. Diablo wins. Notes from the Sonoma Complex fires October 2017. We walk to shrill voices and smoke, winds letting go, messages flying far, a pine and cedar instance of imminence, wrapping the stars. Santa Anna, Diablo, fawn, pages flapping, nothing to hold the books, the photos, the shared cups of tea to the moment, rooms loosened from meaning, walls turning into paper in the hands of chance, anything, anything grabbed without thought, the mind a leaf spinning, the prayers caught in our throats for months, the prayers caught in our throats for months, one for shelter, one for first responders knocking on doors, one for the lost, one for fighters who drove past planes, one for the hills rimmed with a rolling brightness, for history to make us wise about lands that have always returned after fire, for time, for time, for the surprises tiptoeing in unannounced just weeks after the flames, one for rain, and the rise of some cups, biscuit fruits, tote flats and whispering bells, one for the plentiful, flaring open pebble upon ash, songbirds upon branches of charcoal, black bears upon berries of abundance, the fresh juices trickling down the corners of the mouth. The second poem is also inspired by many of the people I've been interviewing who have lost so much and gained so much strength since the fires, rejuvenation. Once we have looked away, once we have mourned and banished all smoldering thoughts about the tribe of blackened trees, replacing the known world for now, and another season. And the last long fingers of smoke have been ushered out by wind, a ticking begins. No one has seen them alive among such numbers. But the birds are neither lost nor passing through. They're simply linked tight to the new-born sense of ash and rain, to the prowess of white fruits, the riches concealed by God. So are the ways of ancestors who began their journeys as specks in the distance 50,000 years ago, riding the miles of smoky gold. One new arrivals looks bright with hope. He preems his dust and opal gloomage. Others tap as if knocking on doors. The answers have been provided by the ages. Long as genetic fibers coil in every cell, the living are awake. We, the living, are awake to the growth and perfusion soon to follow. We will grow. They will grow with the diligence of all known colors unfailing from the soil's chocolatey darkness. From the trees, re-greening comes spring from the blackness. I have one last short poem, Blue Oak, based on Pepplewood Reserve and scenes from Pepplewood, which was right in the heart of the Tubbs Fire. And most of Pepplewood burn. And so many people there are building from the knowledge that things are coming back on their own and will help. A meadow ends where all the perpendiculars of a leafy brown river throw themselves up towards blue. The fruits are olive and ochre. Here it is, the world, the utterly lovely, despite all the anguish, despite endless battles. Meanwhile, you have slipped away to yours. My phone is still agonized. I could call that. I could share the looping and fluttering of fly catchers. Grass is fresh with fob drip and shade. I could hold my phone up among the workrooms of bark and flown so you can hear that rushing. The liquid flowed, scooping minutes from the heart's rocky sloping terrain and moving on as only a river can or I could stand still and listen and listen. Thank you very much to the many poets with words on stage and with chalk out there. To the Bay Area media who are back with us on this anniversary, we want to say thank you for remembering us. And we hope that you will continue to check in on us because Sonoma County plans to be a prime example of what to do after a disaster strikes. We hope to do that. So thank you for being here. We stand here in Santa Rosa with our hearts on the anniversary also in Geyserville and in Kenwood and in Glen Ellen and in Sonoma and our neighbors in Napa County and Lake Counties and Mendocino Counties and Shasta Counties and the list seems to go on and get bigger every year, but we stand with all of you today. Chris, would you like to say a few final words before we introduce the last section of our program tonight? I'm gratified to see everybody here. And nobody needs to remind it be reminded by the will anyway that we've come a long ways that we have long ways to go. And we're going to be asked to dig deep and to keep providing and helping the people who need help and the people do need help. The outpouring has been historic, but we still have a ways to go. So I would encourage us all to stay in it because there are people who are in this for years and years to come. So initially we've done wonderfully, but we still the race is not over. And thank you for coming. And we would like to invite up the firefighters once again, what you see to my right is the amazing fireman's bow. And you are going to hear it a total of 44 times this evening. You'll hear it 24 times to begin with, to represent the number of lives we lost a year ago in Sonoma County. And then you will hear the additional bells for the 44 souls that were lost in the entire North Bay during the Firestone. That will be the closing of our ceremony tonight to our elected officials. Thank you for helping put all this together. And we encourage you to get back to work first thing tomorrow morning, because there is much to be done. And now if you would join me in honoring our beloved community members with the Santa Rosa firefighters. Godspeed to you and the rest of this amazing community. Good evening.