keynote address. Here is an experienced and passionate leader who brings over 30 years of experience helping clients across a wide range of categories, building brands and unlocking growth. His expertise lies in the conversions of media, technology and creativity, equipping clients to navigate change, disruption and transformation and engage their key consumers. A true global citizen, John has worked across international markets and brings a nuanced understanding of different cultures and the unique challenges and opportunities facing established and emerging markets. A true business partner, he has dedicated his career to solving challenges on behalf of the world's leading marketers and new establishment brands. He is the global brand president for Stockholm worldwide. Ladies and gentlemen, please join me in welcoming John Sheehy, who will talk us through delivering, who will actually talk us on the topic here with us. Ladies and gentlemen, I hope all of you are ready. Please put your hands together. He'll be talking on the great opportunity leveraging human resources, experiences and reinvention in COVID rationary times. Ladies and gentlemen, we have with us Mr. John Sheehy. Hey, everybody. It's great to be able to join you. Who would have thought six months ago we'd be doing this? So thank you, Exchange for Media. It shows that you are adapting and changing your model quickly and this is just a great opportunity. I also want to thank Suparna, who reminded me during her presentation that I have an upcoming anniversary, so we should all support Titan, make sure we do our bit to take care of the ones that make us look good. So really excited to be here. The goal for me today is really personally to take out the learning and insights that are coming out through these presentations, but reality is turning those into business building initiatives. So as I put together my sharepiece today, I wanted to make sure that there is some clarity in terms of things that we can think about, but importantly things that we can do. And I'm going to jump into that in one second here. So let me pull up and share my screen. Technical difficulty, believe it or not. Here we go. Okay, can everybody see that screen? I'm going to ask that we put on the power point. If you can go ahead and do that for me. Just kidding, your head's up when we're able to do that. Why don't we, if you guys can pull up that screen? Let me get started. So everybody, John Shee, I am the global Starcom president. What I'm going to do today is, you know, only six months ago I was in India. And as I mentioned, everything's changed since then. I remember taking a flight back in February. And by the time I was able to land, get acclimated, the US had gone into a shutdown. And ultimately we saw that come out across the world. If you can go to the next page, sorry guys, technical difficulty. But anyways, as a human experience company, one of the things that we're most focused on is answering the question of what should we do next by looking at the consumer. And we do that by looking at what we call desire lines. Desire lines for us is what we come to recognize as consumers being messy, unpredictable, doing things, and saying things that, if you can go to the next page, and desire lines are what we do in terms of, if you go to page two, believe it or not, we rehearse this, folks. Desire lines are what we do is we try and uncover across category and brands what people are actually doing. And we call desire lines an urban planning. They often plan out a park to go down straight past, but we often see our consumers take their own path. And we call these desire lines. And what we're doing across StarCom, for all our categories across all our markets and our brands, are taking a close look at the consumer and looking at where their desire lines are shifting and what behaviors are taking place and what we have to do in order to combat those. So in terms of the focus today, I'm going to talk about desire lines and then the three things that we're doing to make sure that we're looking and following the consumer as we look to make sure that we are delivering. As you can see on the screen now, that's what I'm referring to as desire lines. And we see those across different categories and different brands. If you go to the next page, so I'm going to go off screen guys. So really what I want to talk to you about is I think today is probably we could call it 2020 is the year the greatest disruption. And that's certainly taken an impact. And we've all gone through phase one in COVID where we are both adjusting and getting fit for purpose, whether it's media and messaging. We've gone through a phase two of COVID where we're responding. As we saw in the Titan presentation, we're reacting to the changes of consumer habits, behaviors, rituals. And importantly, we're seeing a third phase of this, which I think is probably the most important one. And that's the recessionary pressure we're all going to get into. Back in 08 and 09 when we saw the recessionary pressure, government spent over a trillion to help put the spend back in the economies to get things turned out in the right way. Now we're seeing already $10 trillion spent in terms of trying to combat the disruption that's taking place. And that's going to have a big knock on effect. So part of what I'm going to share today isn't just about COVID, but it's really about the future in terms of what we should experience and how we're going to win and create the new business models to deal with not just COVID, but the recessionary forces that are upon us already. And so with that, I think we're going to pivot from the greatest disruption that we're likely to see in our careers to certainly the greatest opportunities of 2021 and beyond. And so I'm going to leave you with three things today, three things that we are doing that we're working with clients to do in all markets across all categories and across all brands. If you can go to the next slide. The first thing that we're doing is we are leaning into a fast learning culture. And that's a critical aspect that I think everyone has talked about today. And I'm going to share some thoughts on how we're doing that. Next slide, please. The second thing that we're doing is leaning into digital speed. And we're going to talk about what fuels digital speed. And I would argue that two of the critical things that we're seeing and applying is both data and technology to move faster in a more agile way and a more transformative way. And I'm going to talk about what we're doing to help with digital speed. And the last area that I'm going to focus on is really how to read the reinvention mindset. How are you going to go from a world that is temporary closed to an opportunity that is right ahead of us? So learn fast culture, digital speed and ready to invent. So let's talk about the learn fast culture first. If we can go to the next slide. Sorry for all the delays. What do I mean by learn fast culture? First of all, and it's been highlighted today, we are seeing unprecedented changes in consumer behavior, habits and rituals that are taking place now and will continue to take place. How many people here have a child in school? We're over the last five months. You've had to manage a career, turn a bedroom into a school situation, manage learning online, and that's starting again as we get deeper into this. Who's had to, whether it's for your family or for yourself, take on board medicine. Whether that's virtually seeing a doctor or trying to get self-help by doing different learnings. Same thing goes for media consumption, the amount of streaming, OTT. We've seen it in the shopping space with commerce. Who know, there wasn't even a word for what's happened now with contactless delivery. And we're seeing unprecedented shifts in every category and every market across all these brands. And so those that are going to win are going to be able to change your business so they can sense and respond in real time and unpacking this and really staying close to these desire lines that are shifting is what's going to make the difference to be able to deliver the experiences that brands need and deliver both the business outcome and the human outcomes we're looking for. So the three things I'm going to share with you are what we're doing with clients. These are not my phrases. These are the actions that we've codified and we're finding tremendous success in that are going to do us well in this current environment and certainly moving ahead to what is going to be a tough economic environment. So learn fast culture. If we go to the next slide, if you could skip two ahead, I've talked about and people have talked with you today about the shopping behaviors, the behaviors that are shifting everywhere. So what are we going to do about it? There's two things that I would focus on. The first and thing number one is what we are calling the ability to look at insights in real time. We went back to the last recession and there was a good question asked in the last recession which was who's going to lead us out of this recession? Fast forward 10 years to 2020 as we were experiencing great economic growth before this and we would say that the millennials had changed every category, had embraced technology to create new paths, new desire lines, and that the brands that were winning were those that could adjust the quickest. The brands that were losing often were those that were well established. They were being challenged in new ways. It took them longer to adapt. But what we're finding now is that the opportunity it's a new playing field. And so what we're doing is for our clients whether it's a weekly cadence, a bi-weekly cadence, or monthly cadence, we're looking at through data, through learning and framing up in what we call five and 30. Five insights and 30 minutes sharing with key stakeholders with our clients and those insights that are coming through are coming at the category level, at the culture level, at the competitive level, at the learning level that's going on across categories. And so that's setting the frame as you saw with Titan about the adjustments that are being made. But that's just the thinking. That's just the insight part. The most important part of the five and 30 process is the separate session which is where we turn those insights into action. And so in five and 30 minutes we're getting together with our senior clients and we're talking about how can we pivot from the insights into actions, whether that's standing up a direct to commerce capability in two weeks, whether that's looking at doing a new creative campaign and concert with other agency partners, client partners, whether that's looking at product innovation, bigger pack sizes as people focus on core or different ways to engage people as I talked about the streaming. So this five and 30 concept I'd share with you so that you can steal with, take my word for it, but it's really a coalition that's bringing clients, agency partners, business partners together to go from thinking to doing and rapid succession. I think every business model that was created prior to COVID can be torn up and reimagined. And I think at the heart of that has to be some way to have speed and insight to action. So that's how we learn fast culture at Starcom and how we do that with our clients. It's simple, it's effective, it's energizing, it promotes better decision making, faster decision making, that's five and 30. Let's go to the second area. As I mentioned, importantly during this time of change, we need to enact digital speed. And as I suggested there's two ways to drive digital speed. The first way as the next chart will suggest is by underpinning and leveraging data in more significant ways. And by this, data has a maturity index across all different markets. We know that, we know that clients within clients, what more and more the greatest advantage that we have is being able to leverage data for us. That's why we acquired Epsilon over a year ago. So that we could, in addition to the walled gardens, in addition to our clients data, in addition to retail data, we had a way to look at the consumer and audiences with more precision against more variables, looking at behavior, looking at attitudes in a more definitive high definition way. And that's what I call identity. So the first part about data, if we want to move fast, is looking at our audiences. For example, one CPG manufacturer, we've been able to identify the number of households that have come into the category. We've broken down those households both in terms of penetration and frequency. And we've identified what's driving the growth. Ironically, in the category that's so old, in this one, it's actually boomers who are driving the growth. Sure, households are kids, which is important for this, is important. But we're also seeing subcohorts that are also driving that. And with greater precision and audience understanding, we now know who we're going after, better insights. The second thing with data is we have the ability to design these experience with greater fidelity and greater nuance and greater scale. And again, data allows us to do that across whether it's traditional and digital all the way through, which we know now is commerce, which has become a very critical part about delivering on that consumer desire line. And lastly, and the great thing now is that we can launch and learn. We don't have to, I think as some people say, crawl, walk and run. We are now able to measure with more agility and more fast-paced twitch muscles, as what I call it, to be able not only optimize media, but also messaging. It's a promise that we have to embrace. And over the last six months, we've seen the acceleration in this space exponential, despite challenges of privacy and everything else. And we know in a world of uncertainty that if you want to go fast, underpin it with better data and use that data to greater effort. Nextly, digital speed is also, I think, fueled by tech. And while the last example was talking about how we're building brands and categories, I'm going to share within the pubesist group what we've done to accelerate our tech platform to democratize our thinking and our agility on behalf of our clients. That's our global platform called Marcel. Marcel is connected on the onset of COVID to about 5,000 people. He's now connected to over 60,000 people within pubesist soon to be connected to 80,000 people. And by connected, I don't mean that we just are all on the same platform. We're connected in terms of being able to take briefs across markets, leverage expertise in a more scaled way to deliver business solutions for our clients, and even our agency. In fact, in India, the creative team from Leo Burnett used a Marcel gig, as we call it, to go ahead and provide an idea that was later delivered across Europe, using technology to go faster and find different ways to find value through people, and through engagement of people and greater connectivity has been a tremendous unlock for us, something that we would still be doing now at a slow pace. But now we've unlocked it quickly, and we're unlocking the benefits for our clients and our people at the pace at which we now find to be that new digital speed. So again, first thing, let's develop five and 30 thinking and doing. Secondly, let's make sure that's underpinned by data and technology to move fast. And then thirdly, and I want to spend a little bit of time here, I think it's been tremendous, you know, we see how exchange for media has put together this conference in a virtual world who would have thought we've seen examples from all the clients now. But a lot of the language and a lot of the focus has been about COVID. And what I'd like to do as part of reimagining that business model is underpin that last one beyond COVID. And let's talk a little bit about recession readiness, and what we're doing again across markets, across clients, across brands and categories, is there's a tremendous amount of learning from the last recession, but we know that's not going to be the same for this one. There's underpinning principles that apply. But the audience, the technology, the spaces, the competition, culture, global, local economies, they've all changed. So what are we going to do to put ourselves in a greater position for 2021 and beyond? Because we know that the recession lasts longer than we anticipate. But in that is a tremendous opportunity for brands. So if we can go ahead to the next page, we've put together through learning and partnerships with an agency, with clients and some of the other industry leaders, a recession readiness scorecard that really looks across three variables, agility, disruption, and brand equity. Agility is how easy is it for your brand to pivot based on its current situation. I think Titan was a great example of looking at the emotional needs, not sticking to its old model, finding new moments that mattered, being able to use agile delivery to get the message out there, being able to deliver that in different ways. Not everyone can be that agile, but we have to have an honest assessment for all our clients and brands. And that's what the first space is all about. How agile, how ready are you in this space? Secondly, it's about disruption. How prone to disruption or how disrupted is your brand? Again, we might have been on the back foot with some of our clients and we might have been disrupting, but the environment today and the environment tomorrow with our scale and differences and ability to pivot would suggest that we can be the disruptors and we're seeing that happen. We also know that other competition is going to come in direct and indirect and also try and do that. So the question is, on a scale, how disrupt or how vulnerable are you? And the last one is brand equity. Studies show that brands that go in strong come out stronger if they react first, if they react with decisive and big bets. So it's looking at your brand equity, strong, weak and different and really trying to make sure that we know our starting point and from this moment forward getting all three of these things aligned. So what we're doing is we've created a workshop on the following page that really drills down and spends some time, if nothing else, helping people think through what are the right questions to ask? How are we bringing together different parts of the organization in different ways? Examples of this would be how we've integrated e-commerce, shopper right into the brand, brand planning system, a lot of brands, a lot of clients are siloed from an agency standpoint. How are we pulling together different parts of our group offering to making more dynamic teams? Is our proposition today strong enough for tomorrow? Have we planned for scenarios, taken an account, what we expect to see shifts? Are we going to make the category penetration gains permanent?  The answer is in a world of uncertainty, there's going to be some bets we're going to have to place. How do we get smart about what those bets look like? And lastly, be fast. What does it take to be more real time with data analytics? Who do we have to bring together? What partnership ecosystems? So again, all technical difficulties aside, I'm going to sum up follow the consumer. We know they're unpredictable and messy. However, we have the capability to understand where their desire lines are going. And with that tension between what consumer wants and brand needs, better fill the void and do that better than our competition. Secondly, in order to succeed, we got to rip up the business model of the past and reinvent the new one. I would humbly suggest there's three things we need to do, learn fast culture, understand what digital speed really is and get there before our competition does, make the big bets. And lastly, right now is the biggest opportunity we'll have in our careers and disruption is always a catalyst for winners to do something different for those that can pivot faster, first, best, and so get ready for the recession. Great quote to end this. As we charge towards the first global disease driven recession of the modern era, the brands that survive will be those that reinvent their business models for this uncertain future. So my apologies for the technical difficulties up front. I think I've practiced that four times. It would have happened. That said, some very fundamental things that we're putting in action now that are paying off already for ourselves at StarCom, the human experience company, and our clients, which are doing this on a global scale, market by market, category by category, brand by brand. Thank you for Exchange for Media for the opportunity to be inspired to learn and then also to take away and come up with business building initiatives. This is a great forum. It's start to my day, but the end of day one. So I'm here to take any questions you may have over to the audience. Thank you, John. That was a wonderful presentation. And we do have some questions that have come in. And in fact, I'm just going to take few of them because of the paucity of time. But the question here says, you touched on a lot of new consumer behaviors. How much of those behaviors do you think are here to stay versus just indicative of our COVID moment? Right. So like I said, if I had a dollar for that question, I'd be a rich man not in six months. So I do want to add before I answer questions, I did try and get that sonic ID. So if you want to borrow that one, Tequila, that's fine by me. The question is a great question. I think we're going to answer that category or category brand by brand and market by market. We are seeing consumer desire lines form habits form. Some look like they're going to be around for a long time. The answer lies in using the best data we can to look at and then to monitor those. That's why we're going to week to week insights. We learned last time in millennial generation, we weren't sharp enough in our insights. We weren't persistent in following the change. We didn't react fast enough. And that's why categories were disrupted, not by the big brands offer, but by those brands that came up. And so the playing field's leveled now. And so what I would suggest is those that are looking at their category culture, competitive ideas from outside their world and bringing those on and ongoing are going to be the ones that identify those sticky new habits, capitalize on the fleeting habits, and then ultimately create the new habits. And I don't care what category is, that's the opportunity. So don't just think about it, get out there and do. We get stuck in doing things how we did them in the past. And as this is a digital tech conference, really it's about and world. I remember when I started 10 years ago in the media world, 90% of the money was going through traditional pipes. Only five years ago, we were at 30, 40%. And India was lower than that. And then if I look at where we're going now, we have data, we have dynamic content, and we have commerce. We have to put all those pieces together. It's not a binary world. It's an and world. So don't just see those things coming react to it so that you can create, retain those users that have come in your category. That's wonderful. I'm sure a lot of people have taken great insights from your presentation and with this answer. John, we have another question, which is about the topic that you touched upon, the digital speed. So it's a two-part question, which says, what are some of the mistakes that organizations make when trying to build digital speed? And what are some of the data and tech fundamentals that brands need to enable digital speed? Right. Hopefully, we're making a lot of mistakes. Because if we are, that means we're trying things and doing things. The biggest mistake is not being focused. Again, I think we have to divine a new business roadmap. We got to put some big bets down. Those big bets should be directly related to your brand, to your category, to your capabilities. So I would say let's just be purposeful because we want to make mistakes. It's the only way in this world that we're going to get ahead. What are people doing to answer the second part is I think it goes to that mentality that they're bringing together different parts of their organization, different parts of their ecosystem to solve these new problems. We're seeing it in the advertising business, whether it's people bringing, clients bringing things in-house. That's fine. We can be there as a consult to do that. We can be there as you start to grow and do that. We can see that we're bringing what in to do data, data maturity indexes across all the markets, commerce maturity indexes across all the markets, digital maturity indexes. So what we're being asked for is help us understand our starting point and then with your experience and our experience about what does the roadmap look like? Again, market by market, whether it's a global or local agenda, category by category, brand by brand. So make mistakes, but make sure you're not only thinking hard, but you're doing. Absolutely. So more doing than thinking. I think that's the mantra I take from your presentation, John. Thank you so much for sharing this space with us, sharing your time and insightful presentation with us. Thank you so very much. Awesome, guys. I'll leave you with the digital sonic idea if I can. Give me one second. I know you guys are going to go enjoy some tequila. Here we go. All right, guys. Have a great day. Thank you, John. Thank you for keeping the presentation and the start and end of it so upbeat as well. Thank you once again.


Boys man tournament. We're on to the next round. We've won two games already in the losers We got probably out of win six seven more less grind next round now. I will tell you man, please hit the like button Let's get this video to a thousand likes and the next one will drop now I'll tell you I did use the caveman howie long Glitch or I don't want to say it's a glitch But just tactic to make sure I have X factors in this game have my X factors lit up on offense and defense We'll see if it helps me. I did sacrifice some deep knockouts or some medium knockouts on my defense But I will be able to get that universal coverage Let's see it helps me now by the time you guys are watching this video EA did change howie long's ability from 7 AP to 10 AP which I was already on the fence Like is it worth it to do this now that it's 10 AP? Definitely not worth it. So if you're looking wondering why they're all lit up I did drop a video on how to do it if you still want to take a look at it Also, but like I said now, I don't think it's worth it. I'm definitely not doing it But I'm playing trick slimy worm. This is a guy blew out twice in the ladder So I felt super confident I was actually waiting on this game between it was either gonna be him or young Tony Who had beat me in the ladders and on head-to-head in the last week So I was kind of hoping that trick slimy worm did win this game and he did win So that's definitely gonna help me going forward or at least give me confidence going into this game But it's tough to be anybody three times in a row So let's see how this goes. This is the game to somewhere starting boys If you're liking these videos like I said, please hit the like please comment that you enjoy these videos And if you're learning anything from these videos Because I like putting them out and kind of help you guys and teach you guys is definitely something I want to do As you see I have Marcus Allen lit up already. He's already glowing So we're gonna try to run the ball, but we get three yards that I don't think it helped get anything on that run And we have Darren Waller out there with the double me He's running a little three three five puts two people on Darren Waller. That's one of the best things about double me as you see He's not getting bombed. He's going with a three-man Russian Like I said, I just played this guy twice on the ladders So I'm comfortable with it with his defense here as he puts two people out here on double me I'll get moss underneath here one-on-one with a little stick and nod route pick up a couple yards Third and two this is where my you know my running back with this ability We should be able to pop a little run ski, right?  How does nobody get to the middle linebacker? I mean, I just don't understand the run here. We get a double team here Can one of my guy Larry Allen get off this or my right tackle who is Saturday? Can we get off this double team and just touch touch the center here? But no, they just Good play by him good run stop and my guy is not blinking anymore. So there goes that X factor done We get a fourth and four here always don't go for anything under fourth in like ten I felt you just go for here. We're looking for a corner out. We got slants over the middle But we see our corner out. He leaves it one-on-one. We get a great animation from Mike Williams Who at the time best receiver in the game? I think now Andre Johnson's up there Mike Williams is still good. You see this medium knockout So, I mean, we do have this slant as well The slant but I figured he would take that away and we might even had a wheel route with a deep lob down down a sideline But I had this corner route down expecting him to win He does win and I was lucky didn't get knocked out. We get a first down completion That's good. And that's one thing man. Maybe and we go with no ability in our running back And we're gonna get some yards here Now what I do have is I have Keith buyers and also lit up So when I want to run the ball late in the game, I'm gonna bring Keith buyers in with that lit up ability So he always breaks the tackle Um, here we go. He's pretty much been rushing three the whole game It's really relaxing that you're not gonna get just screamed at as we I tried to get away from that knockout So much right there and just did too much with my user So when you're not gonna get screamed at it's it's low-key relaxing as a quarterback because you know You don't gotta get rid of ball right away. You can let the play develop a little bit So every defense should have some type of blitz factor to us We're going back to the corner route another good animation caught by Mike Williams now I don't know if he has knockout on that guy I would assume not he hasn't lit up twice in a row a lot of times when you avoid the knockout It'll even light up and try to knock it out, but he hasn't lit up twice I think he honestly just had one shade or one. What's the inside shade on night train there? He didn't have That ability or what's what's my car with ability the ability to Knock it out there Here a huge little whip around and if Mike Williams is just killing night train Lane Almost into the end zone That that play was good if you look at this play art There's one play that I use that you guys been watching me a long time the Warlands playbook sticking up It's good because of this post route here sharp post route these routes normally have always gotten hot routed in the past But if you see here, I don't know if I put it out right on waller I don't know if they bump into each other or Mike Williams actually just fries a little bit of bumpage Just fries night train and we're inside that the one this is where to me This is where glowing your running backs or having that X factor is a big deal here.  I expect to run commit.  I got to really reevaluate my running stick here. I Definitely think the outside is is bottled up boys, right? Like that's dead. I can't go outside this guy Maybe I can get in here, right? I don't know but I see this just gaping hole pause and just get a little block right here and Those dudes just shed instantly and got me so I don't know if it was bad vision or bad stick I don't know But here we're gonna blow on aggressive running here on the one-yard line. I do have Keith Byers I have Keith Byers who's lit up as a running back. I don't know if I bring them in yet I do say I bring them. I need to touch down this first drive So I'm bringing up my glowing running back here We're on the same thing and just absolutely bottled up absolutely by like I Here his line is spread. Maybe I should go with an inside run here, but I go with the stretch um We got two guys. We got three guys that don't really block anybody out here Kelsey blocks nobody and like Just a tough just a tough play and we get a fourth down And we're gonna kick a field goal so terrible. I have glowing running backs I this is something that really held me back A lot man. We got a score down there man. What runs do you guys go to? Don't tell me goal line. I think goal line package is terrible You know, but you know if you guys like goal line by all means Go for it. We're gonna run a little dollar Has been running pretty much all year as dollar and he's has the fat old lineman at running back Uh, I've seen a lot at this tournament as when he gets two runs 15 yards so far for filelli And we're done the first quarter just like that. So we got to stop filelli um This is like Then filelli goes again, and we're pretty much tied already because he has 30 yards rushing with filelli Um, I think any shotgun run is lucky that you don't get shredded.  So here he's audible and uh going to this As we get great coverage at that pick chin take this to bah, come on Oh weak juke But I mean just we put a little purple zone over here. Jeremy chin. He gets the pick We covered the other route. That's what I'm saying people say always. Where do you know where to lurk, right? I know anything running left to right will run into this purple zone, right? So I got to get anything going right to left. So you got to have an idea where you're lurking before the play, right? So when I see this play breaking down, obviously I'm on cup But I know that he's going left to right So I don't have to worry about him once he passes the center And I'm just going deep and take the deeper out there and we did a huge pick So now we can go up 10 now we can figure it out and I think we just ag I'm here at a waller as he leaves that one on one Boom Tries to swat it waller just six foot six big body gets in the end zone touchdown 10 nothing feeling good, right boys? Never felt better than a 10-nothing lead in the first half of madden game But there goes audible in the tight get our guys aligned get our guys locked in Probably the same thing a little purple zone on the right side same defense And we get we get the cool loop the loopy loop around the edge We get a sack there. Once again, we're looping and looping around the edge. He bumps into him Third and 21 now my guys are glowing. This is the selfless after nine plays You got a glowing rod woodson and I have a glowing deon sanders who have universal coverage Which is like one step with knockout so their op they should be we'll see how they do As he goes with a motion left to right here And knockout. Oh my goodness like we need that knocked out night train And we need a little bit of pressure I sent everybody here Good job block and he blocked up up pretty good and just gets away and gets a first down on third and 20 That's a big play in the game here Here goes flat pass to fileli again Deon brings him down. We get a third and three right here. My boys are still glowing Flat route.  I'm gonna put my zones on a couple zones on zero Bunch offset. We're worried about flat route here. We're worried about a quick running back pass My that purple is on zero. So we'll shoot down and stop anything over there to the flats.  He just doesn't have a brain. He just sits right in that spot Like I need you to just keep sliding a little bit slide slide slide And he gets dotted now what happened with my user here I'm watching left all the way to see if this guy gets beat on a c-route if he gets beat on a c-route or it doesn't look good I'm not giving up a touchdown Like right here. I'm like I was a little bit nervous about it and it might have been a big play So I kind of bailed on that I didn't overplay anything short. That's one thing I try to be good at when you get to fourth and fourth and short early in the game Man, don't overplay and give up a touchdown. I still played kind of safe We guard we guarded short, but we played kind of safe right there with our user Definitely went back and got the deeper out there here. He's trying to run with falafel But now the time is a factor. So if he tries to run, you know, he only has two timeouts So if he wants to run and make for take 40 seconds off the clock, man, I would feel great going into halftime 10 to 3 I don't want to give up a touchdown here when they motion out and bunch like that and let them sit and do hot routes Probably on a c-route And he's on a streak and somehow I don't know what happened out here Watch the on I don't think I press I do get a press run run run Just absolutely smoked bro. Like You got a decent press. He didn't get beat off the press right here, right boys. Like he's it I he's he's on his hip and right here. He just gets smoked God bless Nope can't press with Dion. That's what they tell me whoop oh So but we give up a touchdown there, but we have enough time to answer get some points here before half Um, he's going to a little more now. He's going to a little more blitz. He's going to the loop You see he's got he's in 3 3. He did not audible down to 3 3 5 wide So that tells me he's trying to blitz now. So let's get a little bit of protection But look a little shorter as he tries a double loop doesn't really get a lot of loop I'm gonna dump the ball off here to Mike Williams. Try get out of bounds. Good job And do we get that first down too? That was a great play man. We get a first down I don't know how we were at the 15 yard line to start. Oh, I returned a kick But we get a first down and we get out of bounds stop the clock 48 seconds left We have all our time out. So anything's available even a run play here Uh, this loop. This is one of my favorite man beaters here as I'm going to motion here Double team at the end and then what that'll do is that You know, we'll get a double team on the end and then my running back should pick that guy up Which he didn't because you know I don't want to say anything bad about the game, but like this should be an easy block We should I mean Marcus Allen Right. These two guys are getting getting to the end.  I can make a read but Here he goes again this time you got it like Like this is like part of like being a man player, right? Like you got to watch how he comes out of the huddle What is his priority on his adjustments when they come out of the huddle on defense? Is his priority the blitz or is it coverage, right? So he's come out and through through normal I feel like if you're his priority is the blitz the first thing he's going to do is move this guy down or spread his line backers Like that's going to be instant if he wants to bring pressure I feel like that's his first adjustment here. He kind of like spreads him. He doesn't he shifts his line left He brings that guy down a little bit. He's back up. Then he brings this guy down in a box. So I mean, I feel like Those are things you pay attention to when you later in the game like what is your priority on defense? Are you going to blitz? Are you going to play coverage this down? This is why one thing why I think threat detector is weak for the game because those little nuances that you get as an offensive player Uh, now the game gives them to you for free for one ap. You just see who's blitzing who's not so Uh, that's one reason why I've never liked threat detector here. We get good protection Across the middle hit the slant knock out.  Here we go corner out. We're trying to get to Mike Williams big play by Mike call time out here 29 seconds. Mike Williams is having a great first half for me. Just open on everything I'm looking for and here we go We're going a little bit of stack here We're trying to isolate Darren waller right here right up the middle That's what I want to do or look for this c-route on the left But if I see a one-on-one to Darren waller at a 35 yard line, we are going up top 100 percent That's why I put an out route here up.  That's my first read nice job My first read is waller As you see I have an out route here to moss because if this is man to man I don't want to put moss on a deep route. So when I do a ag There's two people in the area. I want a single coverage right here. That's why I put this out route Moss is never an option for me to go to all I want to do is make sure that this defender is not in the area of the ag So if I put this out, this defender will shoot down and guard him and leave me a one-on-one That's if he blitzes You see because what we have on this side of the field is technically three players, right? So if he blitzes I'm going to have two on two I want to put this guy on the out route and put this guy one-on-one up the middle of the field Now his user is here could help over here. It could not But when I snap the ball here We get man coverage. We get a double team on waller. Actually, nobody on moss He's actually an option to throw the ball to but as soon as I see waller getting mugged. I look back to the left And that's where I have my c-route If I can hit yeah, there we go. We have our c-route that fries We get to the a yard line. Nice. Nice.  I I like these are such Why are you calling timeout for me now? I have two timeouts first and goal, right? That means I can run and call a timeout now I told you guys before many a times about these situations if you have one timeout You don't run until it's third down, right? So for me, I'm like, I'm gonna pop a run on first down call my timeout Then I have to pass on second down, right? I think in my philosophy But because he calls a timeout for me Because I don't know what you're not going to get the ball back with any time to do any real damage here Especially if you don't have timeouts. So calling a timeout for the opposition is absolutely terrible right here So I run the ball boom boom boom He calls timeout and I you can see I was a little surprised like okay Now you give me the option to run the ball Again, so I run the ball second down now. I have third down. I have all my timeouts So I can do whatever I want right here So here I've been studying the runs here with this 26 duo and stretches my combo Now with 26 now, this is like super nerdy. I don't know if you guys notice see 26 duo, which I call here What will happen is my offensive line will down block And then the fullback will kick out the defense event So they'll let the dn free but the fullback will come out on stretch. Everybody tries to reach block But 26 duo is good for when they spread the line like this, which he did on the earlier possession And stopped my stretches.  Now I you guys know I give runners a lot of flak on this channel and my stream is that You know, it's it's it's lucky but I did realize that you got to know what different runs are going to do And when they're going to do them and this is just a perfect run call for that set and we get into the end zone We've been a touchdown from 100 yards out huge play Like I said, he shouldn't have called timeouts and give me an opportunity to run the ball three times there So I've got to take advantage of that now we're up by 10 and a half Well, there's still 14 seconds left These are situations where you guys saw the first game I lost like gotta get better in these situations man Do I play two men under do I play three deep and here we asked you play two men under almost could have got a fumble right there But that would be the half We're kicking off to start the second half. We're up by 10 though. So it feels good I told you guys I blew this guy out twice in the ladders. So I'm feeling good about my position in this game and playing against them Fumble fumble fumble any time they're breaking tackle running there with a strip button, man second and one here We're we're actually playing the run if you see I shifted my line to the right So we're sacrificing a lot of pass rush here as Mike Williams for him breaks the tackle from deon Picks up a big play maybe 30 yards on that one Inside my territory inside the 40 So him running the ball in base successfully has made me shift my line to the left here But I'm willing to do that because I don't think he's going to keep dotting me and he goes up top right here And rod what's in that opportunity if I didn't have my if I didn't have my X factors on I have my regular abilities. That's a deep knockout and that ball's dropped But because I chose to run the 7 ap on on caveman to get these abilities x factors and stuff like that Now I don't have deep knockout on that guy, which would have been incomplete on that exact play the same animation Everything would have been incomplete with a deep knockout. It's not we give up a touchdown So I'm kicking myself for putting this dumb x factor thing on but I think it's going to give me an advantage on the offensive side of the ball More so than the defensive man when you have this glowing running bag It puts a lot of pressure on the defense to stop the run as you see here Keith Byers just really dominating But we'll give him a rest here man We're not going to overplay him and we almost want to save him for later in the game in the fourth quarter or something like that Harry brings a little bit of pressure, but we hit that corner out medium knockout gets me though Wasn't able to get back on the ball a little run right there on second and ten Don't you hate when your NFL team does that second and ten and they run the ball and get nothing So they're pretty much asking for a third and long. Yeah, that's what I did right there real sim football Real sim football here We see it looks like a blitz on both sides. Uh, if I keep my running back on a route That's where I'm going with the ball Boom got to make a play nice job just I mean, it's it this is a lot because It's all about numbers really and we see him blitzing. He comes out on linebacker dogs, which has been a defense all year Spreads the line. Both his linebackers are still blitzing. I put some there Now the blitz angle goes away when you put them on contains a linebacker on a contain will not show up on Uh, what's what's it called? What's it called threat detector? So that's why one of these defenses are good, but It's a pretty easy thing here because It goes back to numbers We got 1d lineman, which could be in coverage, of course Honestly, you can put him in a flat man up anything but uh for all intents and purposes I'm going to count this guy as a rusher We have a three what three db's here, right linebacker to a safety corner Three wide receivers if you blitz one of these that's why I'm throwing a ball into I'm going to have a drag back here I always have a streak to ag if everything is Everything is covered. We're going to just ag the wall or like if this guy drops out We're going to chuck a ag the wall and hope we complete it. If not, we go for it on fourth, but I want a daughter ball to running back because it's easy. He's open and we can get yards, right So he motion out. He's got the running back wide One on one and he clicks off which we make them pay for clicking off here When the initial second when you click off Your guy is kind of in quicksand as you see right here just like running nowhere We're able to pick up 15 yards on that third and 10 huge play right there Back to the o1 trap Can we get out of there? Oh close We pick up 10 yards. I mean we're feeling great about it about our o1 trap right now Here I got a little nervous and we dumped the ball off and we fumble And it is going to go apobaha Nobody likes the apobaha. Nobody likes the apobaha now. I quick snap this play mix it up a little bit Right, but right here.   So I still feel like I'm super unlucky like Marcus Allen We should be able to uh break a tackle there and not you know And not fumble the ball. Now, I will tell you a lot of times I'm really aware of my running back my backup running back bringing bringing in a running back When my guy gets too many touches and maybe I did that there. Maybe did I give the ball to Marcus Allen three times in a row? Maybe a mistake there. Maybe a mental mistake.  We kind of heading control But we still got seven minutes left in this game. So we definitely can cook right here Here at three-man rush We get to see route again over to the other side Uh, I almost called him Chris Johnson Calvin Johnson big play right there So he's not really all 35 wide, but he is playing a lot more coverage than most people Here I'm really trying to hit those posts around trying to get this post route this corner out Trying to get a big play Nothing there everything was bagged So we're not really getting separation on this post So we're gonna go to this post switch it up a little bit. Let's go to this post now But we hit hit wall underneath pick up a couple yards You know this post, uh, the saints in post is a better Is a better what's him called? It's a better man beating post here We just go with a little bench and wall or just fries pat pee baha One thing about your offense, man, you should always mix in a quick snap because I mean When you catch them under toes and just straight man coverage, maybe they didn't shade up Maybe they didn't shade out right away.  Always have a quick snap play always The the best offenses have different tempos man You'll sneak in a quick snap and then sometimes you'll take a lot of time at the line of scrimmage But you should always have a play you can snap off really quick and get yards and that's what we did right there Big play to wall or now let's get a stop here.  So we are susceptible to the run But you know, I feel like people run out of patience like yeah, it's easy to run the ball early in the game here Beautiful job. Once again, I mean my yellow zone I want him to like drift a little bit or my pressure to get home If we're sending pressure We need to go ahead and be able to get there by the time he runs a slant all the way past the yellow zones Good news is we are now blinking again because caveman every nine plays on defense.  He tries to pop another run with falafel We have these universal coverages here. So now we'll have deep knockout those deep sea routes won't work as well There goes most in a little left to right The sea route actually did work and we get a little pressure and there it is Good job by ty law who I did still have medium knockout on but he he jumps up with wall or knocks the ball away Yeah, he's doing the same type of setup I mean I can't lie deans just got absolutely left with universal coverage. Let's see what happened here Did he bump into this purple zone? a little bit but wow dude like Whoo Deon sucks a little bit bad freeform by him. Maybe bad timing But uh, he did not get that completion and right here. I guess I guess he just dumps the ball off the falafel here Hey quick snaps and oh my goodness. How do we not get this pick beautiful click on by by a middle-aged bald man beautiful fingers clicking on to this wheel around here with like Yeah, like we don't get this pick. Of course. I'm hitting y like Nothing tough. He gets the first down there So I went to three three. I felt like my dollar wasn't getting any pressure on him I wasn't looping. I wasn't he's actually picking it up pretty well. So I'm going to go three three Right away. Get some nice pressure. Derek Brooks with the sack So I'm like, all right, dude. I mean you're not you're blocking the dollar pretty well Let me try three three. Maybe there's a loop a little bit better for me. He goes to the wide I gotta guard the running back here Nice job. A lot of coverage over there like that first pick on the first half We had tons of coverage over there on the right third and twelve Hmm And so we're up three. So he's almost in field range now And he gets a pick pick. Yes night train everybody has to have pick artists Everybody now some might get away with tip drill. Some of them might try to get away with one guy without tip drill or knockout or Everybody must have pick artists on my team. It's a must have we get a huge pick Now we're in a situation. I feel like we've been in every single one of these games you've watched We're up by three can end the game right here. We have a glowing running back. This is why we did the glitch This is why we have a glowing running back to end this game If I can get a first down is going to put him in a bad spot here We're gonna milk this almost all the way down audible out here I've told you guys many times it is way easier to get this done when you are second down than when you are There it is boom double me way easier to pass in that situation because I mean, this is just a perfect example of why it's easier to pass on second down than it is on third down If I was on third down, he would do what he did earlier in the game Double team waller had tons of covers rushed three But because he has to stop the run. He's not going to be as Defendant on the pass. He's going to put more of his mind on stopping the run and getting the ball back On second down here as he has manned up on the running back leaves waller one on one And we take advantage of the glowing double me boom Just like that Now I will tell you that The glowing double me is not because of caveman because it went away in the first half It's because of this motivation or what is it called momentum thing home players enter the zone easier Which to me is like momentum so lucky and I'd be cool if momentum wasn't in the game next year But that's why I have now I have double me on waller because I had momentum So that's tough and it definitely helped me on that play. We'll take this to the two-minute warning I'm almost in field of range. I'm probably I'm in field of range So let's see if my running back glowing which has been glowing the whole game because of caveman Now we're audible to the same thing But this time he just got hit over the head with waller So he has to double team waller here right now. So it should be an easier time to run the ball We're able to get a big block stiff arm run forward buyers Let's see if he uses his timeout. He does not so we're gonna take this all the way back down to one That's what you guys when people don't use their timeouts and they're letting you milk You have to milk to the point five not one you got to take this to point five We're off there boom runs over a waller gets his stick first down Big I mean this is this is one of the reasons why I thought this x factor was good Because you can run a game out. It makes it so much harder to stop the run He has to put more resources in here to stop the run Now if we run the ball three times and kick a field wall Well, he'll he'll have probably around Maybe 40 35 seconds with no timeouts and need a first or need a touchdown. Look at look at buyers. Just crushing Three yards when there was nothing there Yeah, I really feel like you run the ball here three times. We'll see if I can get that with buyers running forward I I almost gets there uses last time out. This is the decision right now boys. Do we pass right here? Would you pass right here? um third and two My running back still glowing. I can pass if I like I said if I get stopped It's gonna take 30 seconds off the clock. He's gonna run He's gonna have about 35 seconds, which I kind of feel confident about but you also see me lose a game in the same type of situation But we have this going run back. Let's run a snap boom boom boom. Oh, he doesn't get it though Fourth and three I feel like we got a kick right here And part of that game I lost is playing with my mind a little bit in that man. I got to play it safe here I got to play it safe And that's what I do here. I play it safe. He actually declines the penalty. He wants me to go for this. I'm cool I'm gonna kick With our boy, uh, Justin Tucker up in good So we're up by six 37 seconds left. You guys have seen me lose games like this What do I do? Do I switch my defense up? Do I play three deep the whole drive? I'm gonna run a little three three We're gonna bring double heat here double edge probably put a pervy up Shaded up shaded up and shaded out. No deep corner routes. No deep sea routes We have universal coverages. We have medium knockouts on our on our safeties He gets good pass protection here goes for a corner route. Boom that universal gets it If I didn't if I wasn't glowing He might have caught that, you know, so we're playing to these X factors pretty well We're lucky to have them here in the guts of the game that worked out pretty well Now the way you knock these guys out of the zone Is by getting 30 yards on offense could be any type of yards rushing yards or anything This time we put a deep blue in the middle of the field. I don't want to give up any eggs I don't want to give up a deep post route And we give up that big play by cup But we tackle them bounce good tackle by tylaw. He gets to the line. He's gonna spike it 15 seconds left Uh, no corner. I don't want to get hit. I don't want to get to the point of the game where he's getting Anywhere where he can ag for a touchdown, so we're gonna go three deep right here.  I didn't like what I saw Right, I didn't like and this this is a little warning because If you guys know in three deep these guys are in thirds these safeties are in deep thirds They're not in deep halves And I see this post route in post route corner This is a cover three beater if you would have stayed up in the pocket and then You know not been how many yards back is he the flag is right here. He's about 15 yards back This is a cover three beater. So I said, uh-oh when you do the fall like, uh-oh, that's not look and I don't know How does dude is this open on this corner route?  It's just nasty So I'm like, all right I gotta I gotta make sure my guys are in deep half C But now I'm in shambles trying to put deep pass out here. So I call time out Because the deep half won't get pulled down by corner routes or sea routes or anything like that So I'm actually looking how do I put these guys in the deep pass and I'm checking That's exactly what I want deep half deep half in a middle zone So now I'm not going to get pulled down my corner routes or sea routes or anything that affects deep thirds A cover three beater won't be there for me And we got 10 seconds and some reason Dion's not going out there. I try to back them up But he's just stuck right there. I'm getting a panicking. I can't call time out because I just used one and he motions them back in so that was good And that's what he goes for corner route post route. But look at my safety right there Right there to make that play. That's why I switched it if I didn't put that deep half right there If I if this was a deep third he runs down there My dudes get bumped off so crazy and this could be a touchdown But just making sure that was a deep half kept Charles Tillman right there. We get a beautiful swat two seconds left We're this is all we're all or nothing all the way back once again I think I put two deep halves again at what are all the way in the back of the end zone I honestly should have been here to play before but I was I was lurking the corner out on the left He's going for the same type of thing deep deep post route And everybody kind of stops on him But he goes up top to marshal falcon. Ah, oh my goodness And I it won't let me fall down because I'm on conservative. So we run out the back of the end zone ggs Definitely tougher than it should have been or definitely tougher than I thought it was gonna be We get a fumble to the crib We don't execute.  Buyers definitely was a beast at the end of the game Those universals helped me at the end of the game, but Deep knockout would have kind of did the same thing. So for me, I don't know I'm still on the fence about it and I told you they did patch it or they did increase the ap So now it's definitely not worth it for me, but it was worth it with seven I'm trying it out. We move on like I said, man, if you guys are learning anything from these games Please let me know. Please hit the likes. We'll drop the next tournament game once we get this to a thousand likes


Everyone, everyone, it is Coach Rob DeBoer here again with Dustin Shaper. We are covering the top 10 objections to drinking ketones from the health, fitness, nutrition industry.  Look, we're having fun with this. I remember as a kid, I'm aging myself, David Letterman made the top 10 list famous. Now every talk show host has a famous top 10 list. So we're going to have some fun with it. The top 10 objections from the health, fitness, nutrition industry to simply drinking ketones. Today, drumroll, number nine, I don't want to follow or promote a high-fat keto diet. I'll kick this off Dustin, but I also want to say this. I want people to comment if you have questions, thoughts, concerns, whatever, and then Dustin might have a couple of calls to action at the moment or at the end. But Dustin, I think coming from someone who doesn't really follow a keto diet, I don't follow a high-fat keto diet. One of the things I love that Prove It did, Prove It being the category king. I mean, it's the largest keto-based education community in the world. It has been the leader of exogenous ketone technology licenses to multiple patents and we've sold, I don't know, a lot of the product and I love the retention of the customer base because that tells us, hey, we're educating people, people are seeing the application. One of the things they did that I thought was really smart was, they said, hey, we want to make this about a drink, not a diet.  This is for everyone. So the short answer, and then I'm going to throw it to you, Dustin, I don't want to follow or promote a high-fat keto diet. I can see so many trainers like myself, maybe saying that even up front. The short answer is, you don't. You don't have to promote a high-fat keto diet. The only diet that works for Dustin Shaper is the one he'll do, and it's going to look different than the one his wife, April, will do. So Dustin, I think that's oftentimes a misunderstanding, misconception, maybe even misinformation out in the marketplace when it comes to, yeah, I'm just not a keto guy. I hear that all the time. Yeah, I don't do keto. So create some context for us and why this objection is unfounded in the industry. Yeah, and I use this word not lightly, but there's an ignorance.  And so once you understand, then it changes. And we're in this place where the world's changing and starting to finally accept the, wow, this drinking ketones is not about a diet. It's about, Rob, the reason this was ever invented was in lieu of the diet. Like literally NASA Department of Defense, the reason they even looked into this is they didn't want to follow a ketone diet. They wanted ketones as a superior fuel source. So, but I use this as an analogy if you're in the health and fitness space is that creatine's been around, we talked about a little bit last time.  And so we know that if you use creatine in your older, there's a huge cognitive benefit. There's a huge muscle benefit for the aging population, but they don't exercise. For many years, people will be like, I don't want to use creatines, I don't work out, right? That was just a conception that we had because we always assumed that that's what it meant. But even though I want my mom using creatine even in her 70s because of the long-term benefits that it can do for her, right? So I think this is where we're at with protein shakes the same thing. For a long time, protein shake was just a fitness thing. Not anything for people. And so I think it's just a level of education. It's about superior fuel. That's what this is about. And so when people, if a trainer goes or a coach or a professional goes, if I can give my clients a superior energy fuel that helps them improve the life of their body, I can teach them a lifestyle that's more sustainable to them. And I think that's what we gotta get the health professionals really on board with is that we're creating an environment for them to be better and then they can do those other things more effectively. I love that answer. And you know, in a short toned down version ketones create compliance. Write that down. Ketones create compliance. And I want you to think about that. Mood and mindset. I'm in a better mood mindset. I make better decisions. If we can help control appetite and cravings as a trainer, as a coach, someone in the nutrition industry and create better compliance to what we're recommending for real food nutrition. If we can encourage and fuel someone to have better energy and endurance, hey, they might make an extra workout or they might walk a little bit more. They might put in a little bit, a few more steps. And then lastly, this is something that's near and dear to me because I'm 52. You know, I'm not getting any younger. The number one benefit of drinking ketones which has nothing to do with the keto diet is muscle preservation protection. You know, Dustin, this isn't a physical feeling. So it almost sounds like a roundabout sales pitch. I don't know what it feels like to preserve muscle. Now over time, I know what it looks like because I stay strong in the gym, right? But it's a timing thing. Like you don't lose weight your first week in the gym. You lose weight from continual use. And I love the idea of ketones separate from the diet. Doesn't mean the diet's bad. In fact, I would argue perhaps one of the most metabolically beneficial diets would be a well formulated ketogenic diet. Let me emphasize, well formulated, but it's not the diet I'll do. And so I just think if I'm a health fitness professional, if you can give me a tool that creates greater compliance for my customer, for my client, for my program, for my group fitness girls, whatever it is to attend more workouts, to be more regular, to get better sleep, to have increased recovery, to make better decisions when they're fueling their body, I'm all in, tell me more. 100%. And something I've had to learn the hard way is that I was a keto diet teacher. That's what I used to teach. But ironically, I had to do the keto diet. I don't follow that anymore.  And as a trainer, I used to, my clients would come in and feel guilty. They'd feel like they fail. The emotional stress, it was, and I was kind of mean. I didn't have kids then. I didn't have an international business then. And I'm like, I don't even know how I could have followed my own advice back then. Yeah. Like the advice now to now. And so having tools like this are really huge. And so I would just encourage, if you're in the industry right now and you're like, okay, this is not the keto diet. Let's just take that and put it away. You know, we work, I have probably four or 5,000 vegans I work with that love what we're doing. But fortunately, I caught them early enough to say, listen, I don't want you to go down that road. Let's just see if we can take your current diet and make it better. Fuel your body in a superior manner. And you mentioned something is muscle preservation is huge. And I always say, there's two things that you don't ever want to lose.  You want to keep those two things. And that's what ketones are all about, elevating those two things. And so no matter independent of any diet you choose, now you can amplify it with physical activity, with mental activity, and you can amplify it with a nutritional improvement. And that's what we're encouraging with Provid is that we're not telling you any diet. We're telling you be better and feel better. And that's what we want to help people do. Awesome, I love it. Yo, that was number nine. We've already tackled number 10, number nine. Later this week, Dustin, maybe you can share when we're going to go through number eight, but we would like for you all to like share this. I think we want to get this. We want to make this information viral. You know, we will periodically share opinions, but we're just sharing the facts, right? We'll tell you when it's an opinion, but these are just the facts of what we have and what works. And I love how you kind of kindly said, you know, there's a sense of ignorance. Our goal is to just knock down that wall or knock down that barrier and line ourselves and say, hey, you have questions, so did we. Let's get them answered. You know, one of my favorite authors, I'm actually reading this book right now, Switch on Your Brain, Dr. Caroline Leib. She has this concept of ask, answer and discuss. We're not saying we know it all. We're just saying we've seen some significant life-changing experiences over the last eight years making this drink, not necessarily a diet, part of someone's everyday routine. So Dustin, I thank you so much for tuning in. I'll give you the last word and some action steps and we'll see everybody else next time for number eight, the top of the top 10 objections. Stay tuned. One of those huge favor if you're on our pages, either mine or Coach D'Avore's, when we have an event, register for the event. You'll get updates and stuff like that and it really helps you get notified when we're gonna go live. And the other thing is to share this out, the fitness industry and the health industry, they have these big hearts but they tend to get in their own way. We were there for many years and we just have finally kind of been liberated from that and we're very much open to have discussions about things that we may not know about but we're passionate about or things that we know a lot about that we wanna provide a better insight on. And so feel free to share it around the world with us because we're just gonna impact more lives. 2023 is a way to bring us together of elevating education and awareness that people can live better without being perfect, whatever that means. So thank you all. Coach D'Avore, we'll see you next time. Cheers y'all. Thank you, buddy. Thanks so much.


Today, I have the pleasure of speaking with Gavin Lockyer from AeroFURA. How are you today? I'm good thanks Tracy and good to see you again. It's fantastic to see you all the way over from Australia and of course for those out there in investor intel, we've been with AeroFURA for literally years and you're one of the original We're Earth companies we started following in 2008, 2009. For sure and we think that investor intel does a great service and we're happy to support them in any way we can. And of course for everyone out in investor intel, you may have remembered the boom in the rare earth industry where we went from approximately 7 to 10 rare earth companies to over 500. Can you provide investor intel audiences with a bit of an overview about your competitive advantage? Sure. I think the obvious one Tracy is around our resource itself. Very few other projects out there are enriched in neodymium and praesodymium as AeroFURA's Nolan's Boar project is. So that's a natural competitive advantage. Combine that with the phosphate that gives us an operating credit. I think we've got some real advantages over our competitors. And of course what I'd like to bring up is our analyst Laura Smith recently had a headline with massive cash injection for anticipated rare earth development. Now what exactly does she mean by that? Well we came and tested the market earlier this year and we were pleasantly surprised that on the back of the lithium and the battery technology metals the market's now starting to understand that all those batteries must drive an electric motor and that electric motor to be efficient must have neodymium and praesodymium magnets in. Gavin we have noticed that in our trending section of our site our top 10 most read articles right now are rare earths, rare earths, rare earths and rare earths. So what's happening out in the market? Well we've been speaking with car manufacturers and battery, sorry, magnet producers and what we're seeing now is that car manufacturers are starting to place orders for those magnets for the new spec electric and hybrid vehicles and we all know that rare earths are a major component of those magnets. And of course having been to the Nolan's project site, which I treasure that experience, you have a couple of competitive advantages including your phosphate extraction pilot program. Can you talk to us a little bit about that? Sure, the Nolan's oil body is enriched in phosphate as well and by unleashing the phosphate in the process we've managed to get our operating costs down because we actually use the phosphate to digest the oil body itself and this obviously will then also produce excess phosphoric acid which we can bleed off the system and it gives us a revenue credit that feeds straight into the fertilizer industry. The other advantage we have is that by doing all the processing at site we'll be leaving all our waste and residues at site from where they were originally mined from and we think this is important in an environmentally and socially responsible way. What I'd love to know is why you're really in North America Gavin. Well we raised some money earlier this year and some of that money came from US investors and so we thought it was opportune time to come back, explain to them that we're commencing our piloting activities, that we're putting their money to good use and we're doing what we said we were going to do and so as an extension of that we've done that, we've met those investors and we're also here to potentially look at others that might want to come on board the rare earth ride throughout the next 12 months. Well many of us love the rare earth ride so tell us what we should anticipate say in the next couple of quarters. From us we're going to continue our piloting, we've now got $15 million in the bank which puts us in good stead to continue those piloting activities. All of that will then feed into our definitive feasibility study and ultimately project finance sometime next year so watch this space for results of our piloting activities. Well Gavin, thank you so much for joining us again, it's lovely to see you. No problem, thanks for having me Tracy.


A Dream Within a Dream, by Edgar Allan Poe, read for LibriVox.org by Clerica. Take this, kiss upon the brow, and in parting from you now thus much let me avow. You are not wrong. Who deem that my days have been a dream? Yet if hope has flown away, in a night or in a day, in a vision or in none, is it therefore the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a surf-tormented chore, and I hold within my hand greens of the golden sand. How few, yet how they creep through my fingers to the deep, while a weep, while a weep! O God, can I not grasp them with a tighter clasp? O God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? A dream within a dream, by Edgar Allan Poe, read for LibriVox.org by Clerica. Take this, kiss upon the brow, and in parting from you now thus much let me avow. You are not wrong. Who deem that my days have been a dream? Yet if hope has flown away in a night or in a day, in a vision or in none, is it therefore the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a surf-tormented chore, and I hold within my hand greens of the golden sand. How few, yet how they creep through my fingers to the deep, while a weep, while a weep! O God, can I not grasp them with a tighter clasp? O God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? End of poem. A dream within a dream, by Edgar Allan Poe, read for LibriVox.org by Corey Samuel. Take this, kiss upon the brow, and in parting from you now thus much let me avow. You are not wrong. Who deem that my days have been a dream? But if hope has flown away in a night or in a day, in a vision or in none, is it therefore the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a surf-tormented chore, and I hold within my hand greens of the golden sand. How few yet how they creep through my fingers to the deep, while a weep, while a weep! O God, can I not grasp them with a tighter clasp? O God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? End of poem. This recording is in the public domain. A dream within a dream, by Edgar Allan Poe, read for LibriVox.org by Elizabeth Palmer, Moncton, New Brunswick, Canada. Take this, kiss upon the brow, and in parting from you now thus much let me avow. You are not wrong. Who deem that my days have been a dream? If hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a surf-tormented chore, and I hold within my hand greens of the golden sand. How few yet how they creep through my fingers to the deep, while a weep, while a weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? End of poem. This recording is in the public domain. A dream within a dream, by Edgar Allan Poe, read for LibriVox.org by Eswa.  An imparting from you now thus much let me avow. You are not wrong. Who deem that my days have been a dream? Yet if hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a surf-tormented chore, and I hold within my hand greens of the golden sand. How few! Yet how they creep through my fingers to the deep while I weep, while I weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? End of poem. This recording is in the public domain. A dream within a dream, by Edgar Allan Poe, read for LibriVox.org by Howard Dratch. Take this kiss upon the brow, and in parking from you now thus much let me avow. You are not wrong. Who deem that my days have been a dream? Yet if hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a surf-tormented chore, and I hold within my hand the grains of the golden sand. How few, yet how they creep through my fingers to the deep while I weep, while I weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? End of poem. This recording is in the public domain. A Dream Within a Dream by Edgar Allen Poe. Read for LibriVox.org by Joe Breneman. Take this kiss upon the brow, and in parking from you now thus much let me avow. You are not wrong. Who deem that my days have been a dream? Yet if hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a serf tormented shore, and I hold within my hand grains of the golden sand. How few, yet how they creep through my fingers to the deep while I weep, while I weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? A Dream Within a Dream by Edgar Allen Poe. Read for LibriVox.org by Gemma Blythe. Take this kiss upon the brow, and in parking from you now thus much let me avow. You are not wrong. Who deem that my days have been a dream? Yet if hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a serf tormented shore, and I hold within my hand grains of the golden sand. How few, yet how they creep through my fingers to the deep while I weep, while I weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we set or seem but a dream within a dream? End of poem. This recording is in the public domain. A Dream Within a Dream by Edgar Allen Poe. Read for LibriVox.org by Julian Jameson. Take this kiss upon the brow, and in parking from you now thus much let me avow. You are not wrong. Who deem that my days have been a dream? Yet if hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a serf tormented shore, and I hold within my hand grains of the golden sand. How few! Yet how they creep through my fingers to the deep while I weep, while I weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? End of poem. This recording is in the public domain. Dream Within a Dream by Edgar Allen Poe. Read for LibriVox.org by Kristin Hughes. Take this kiss upon the brow, and in parking from you now thus much let me avow. You are not wrong. Who deem that my days have been a dream? Yet if hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a serf tormented shore, and I hold within my hand grains of the golden sand. How few! Yet how they creep through my fingers to the deep while I weep, while I weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? End of poem. This recording is in the public domain. A Dream Within a Dream by Edgar Allen Poe. Read for LibriVox.org by Karen Savage. Take this kiss upon the brow, and in parking from you now thus much let me avow. You are not wrong who deem that my days have been a dream. Yet if hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a serf tormented shore, and I hold within my hand grains of the golden sand. How few! Yet how they creep through my fingers to the deep while I weep, while I weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? End of poem. This recording is in the public domain. A Dream Within a Dream by Edgar Allen Poe. Read for LibriVox.org by Leanne Howlett. Take this kiss upon the brow, and imparting from you now thus much let me avow. You are not wrong who deem that my days have been a dream. Yet if hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a serf tormented shore, and I hold within my hand grains of the golden sand. How few! Yet how they creep through my fingers to the deep while I weep, while I weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? End of poem. This recording is in the public domain. A Dream Within a Dream by Edgar Allan Poe, redforlibrivox.org by Leanne Howlett. Take this kiss upon the brow, and imparting from you now thus much let me avow. You are not wrong who deem that my days have been a dream. Yet if hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a serf tormented shore, and I hold within my hand grains of the golden sand. How few! Yet how they creep through my fingers to the deep while I weep, while I weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? End of poem. This recording is in the public domain. A Dream Within a Dream by Edgar Allan Poe, redforlibrivox.org by Stephen Lamb. Lester, United Kingdom.  You are not wrong who deem that my days have been a dream. Yet if hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a serf tormented shore, and are held within my hand grains of the golden sand. How few, yet how they creep through my fingers to the deep while I weep, while I weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream? End of poem. This recording is in the public domain. A Dream Within a Dream, by Edgar Allen Poe. Read for LibreVox.org by Squid Vashlakova. A Dream Within a Dream.  You are not wrong who deem that my days have been a dream. Yet if hope has flown away in a night or in a day, in a vision or in none, is it there for the less gone? All that we see or seem is but a dream within a dream. I stand amid the roar of a surf tormented shore, and I hold within my hand grains of the golden sand. How few, yet how they creep through my fingers to the deep while I weep, while I weep! Oh God, can I not grasp them with a tighter clasp? Oh God, can I not save one from the pitiless wave? Is all that we see or seem but a dream within a dream?


Hey guys, here we are with a really quick part three of our fabric embellishments. I'm calling these scrappy patches. They are pretty cute, literally little leftover pieces of plain canvas that when you're doing other things you would normally throw away and I'm just taking them and most of mine are cut into geometric shapes, squares and rectangles and I changed my machine out to turquoise thread and I'm literally freeform stitching all the way around the edge three, four, five times, something like that, very messily to create a little patch of fabric that's really interesting that could be stamped on or used in fabric collage or added to a journal page. And I wanted to sit with a bunch of my scraps and make a stack of these to have on hand, which I did. Next I'm going to show you how to use these to make a little piece of halfway art that you could add to a journal page, add to a cover. It could of course stand alone as is. If you don't know what halfway art is I'm going to show you. I'll put the link in the description below to what I called my halfway art storage box and they're just little mini collages of mixed media goodness. I don't know what else to call them. So I am at first thinking I'm going to sew this so I'm grabbing bits and pieces and laying them on the sewing machine and as you'll see in just a minute I end up pushing the sewing machine out of the way and getting out my Tim Holtz tiny attacher and stapling it. I love the look, industrial kind of messy look of staples and I love combining them with stitching and other things. I love the way they look. I've been asked about the stapler a lot recently. It is by Ranger. It's a Tim Holtz tiny attacher. You should be able to get it at any arts and crafts store. Look for the Ranger section and they should have it there. Use a coupon because it's not super cheap. So here's a piece of leftover painted canvas from my little canvas art dolls, art spirit dolls that are available in my Etsy shop and I don't throw any of the scraps away so there I've stapled the straws on and we're going to add the little piece of fabric and we're going to add a little piece of clear plastic packaging that is from another video that I did and I saved clear packaging and I color on it there with Sharpies and then blend it with alcohol ink.  I usually do them also in batches to have them for this kind of thing and then I grabbed a word card from the Tim Holtz words deck. I don't know exactly what it's called but it's another Ranger product and I'm going to staple it all together. I'm thinking at first I'm done and then I'm like wait a minute and I grab some really cute turquoise light turquoise colored pom pom trim and attach that also with staples. So I just this little series is just to show you what you can do with little bits and pieces, found objects, packaging materials, what you have laying around to create some interesting art or embellishments for your art. So look around and see what you have, have some fun, create some interesting things, maybe set up a trade with your friends. Don't forget to check out my video description for all my links to Facebook groups and my Etsy shop. Have a great day everybody and do something nice for yourself because you deserve it. I'll see you later.