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The following video transcript is generated automatically by a computer algorithm that learns and gets better on a daily basis. Please accept our apologies if some content below doesn’t make sense:

First up, we’ve got a tweet from a guy called Jack Butcher, who is an Englishman in New York, to quote the famous song. And he has a sort of design agency or an online product called Visualise Value. And he’s really good at explaining kind of business concepts visually and things like that. And anyway, he has a tweet that says an observation that he’s made. Most people insist on applying lessons from Litoral trillion dollar companies to trying to make a few hundred thousand bucks on the Internet. What’s true for them is not true for you. And the reason why this kind of caught my eye was this is something that’s very definitely true. When you are looking through Twitter or when you’re looking through social media or just even the mainstream media, most of the information that comes your way comes from larger companies to people or departments that have large budgets. They’re dealing with lots of people. Their total addressable market is enormous. They’d gotten the money to invest in things like PR marketing. You know, having briefing journalists and doing this kind of stuff. So you very much get in the sort of your normal media intake, the lens of large companies and large businesses and strategies which tend to work for them. So when you see an article or a tweet or something like that from someone who’s talking about a way that they are solving a certain problem for the business, then it comes. You’ve always got to have in the back of your mind, this comes to a lens of this is a person who has a lot of resources behind them. And what works for them will not necessarily work for you like a CEO or marketing. A lot of FCO advice and Marsing advice will be like, ah, if you want to try and grow your YouTube channel, then send out a blast to your hundred thousand email list and get them to subscribe to our YouTube channel. And then that’s a way of bootstrapping the your subscribers on your beat on your YouTube channel. And that’s the way to kickstart everything. Now that obviously only applies if you’ve already got an email list of 100000 people that you can actively sort of reach out to. If you’re starting from zero zero, that doesn’t apply at all. The same is true of other sort of marketing advice, like if you’re if you want to put together a content marketing plan, then they’ll say, you know, you can create X number of bits of content every month and you can put it out. And you can do. You can pay to Facebook, boost your thing and what. And again, it all assumes that there are people who other people who are writing or producing the content issues that you’ve got money to put behind some initial marketing that you can just that you you will just be able to lose effectively upfront or that’s a loss leader up front because you’ll make up down the line. But if you don’t have people, if you don’t have budget, if you don’t have other areas in which you can kickstart your efforts, then that doesn’t work. And I think the point here is, is that that’s that can fail. I mean, I’ve felt this in the past as well. That can feel very demotivating because you’re kind of like, well, I don’t I’m not even. I’m behind even where they’re talking about. They’re talking about starting over here. I’m not even at that point yet because I don’t have the resources or lists or whatever it might be to try and get to that point. And but one thing to bear in mind is you you do have some advantages as a small business over large businesses. And some of those advantages are things like you are able to do things that they wouldn’t even consider doing because it be too small. It wouldn’t move the needle. It wouldn’t be worth their while spending any time on it. They need to if they’re going to invest in any new area of marketing or business or whatever it might be, then they need to produce millions of dollars of impact in order for them to even consider doing it. Whereas for you, you know, you can do things like personally reaching out to people. You can do personal concierge type outreach efforts because you know, you as a user small business that might move the needle with you. Contact 10 people and turn one of those people into a client paying you a thousand dollars, then that really boost the needle for you, whereas for a large company, that doesn’t do it at all. So that’s doing things which don’t scale. Another thing is, is that business, a large business has to go after stuff in a marketplace which has enough where their total addressable market is large enough that they that they will eventually reach a certain size of business within that market to make a difference to them. Whereas for you, because they got massive overheads and costs, they’ve got lots of employees. They got, you know, lovely glass and steel skyscrapers in San Francisco or New York or something. And. Whereas you have much lower overheads and so you are able to go after Mohnish opportunities which they wouldn’t even be able to consider doing because it wouldn’t end up being a large enough total addressable market for them to bother with. So that gives you the opportunity to go after smaller opportunities, things that large companies wouldn’t even think of doing. You can move faster than larger companies because your small, agile, even if you feel like you’re not. You are in comparison to, you know, people who have to have 10 meetings a day and people just call in sick and do that kind of stuff. So don’t feel so disheartened by all of this stuff that’s watching over you. So, Marcello, you’ve operated a small business against giant business. What’s your what’s your opinion on this?

Yeah, absolutely. So I think, as you pointed out correctly, that you have certain advantages as a Start-Up. You can go faster. That’s for sure. And you should really take advantage of it. Yeah, I would say the main warning I will try to raise is just don’t take literally what people are putting out there or just even in books like Business Man, opinion leaders, high profile entrepreneurs. Yeah. I think the classic cliche, you now do what you love. Don’t pursue money or money will come. Then other classic guan is just be authentic to say what you want. And people will find you. Which is fine. I don’t disagree. It’s just too simplistic. I understand them. They are not. They don’t have. But but fate. Knowing what they are doing. But just oversimplifying stuff. It can be dangerous.

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