Rangu Steffen Fagerström Rangu Steffen Fagerström Rangu Steffen Fagerström Don't try to act like you don't know when we beating either. Go, go, go, go, go, go, go, go, Charlie. This is your birthday. We gon' party like it's your birthday We gon' sip a card and play it's your birthday And you know we don't give a fuck, it's not your birthday You can find me in the club, bottle full of love My mouth got what you need, if you need to feel the buzz I'm in the habit, since I ain't in the making love So come give me a hug, if you ain't getting rough You can find me in the club, bottle full of love My mouth got what you need, if you need to feel the buzz I'm in the habit, since I ain't in the making love So come give me a hug, if you ain't getting rough When I pull up, I watch, see the pins on the When I roll 20 feet, so it's drama in the club Now that I'm on the train, everybody show me love When you say like I'm a kid, when you move me low You want me in that chain, broke down, jeez up I see a pivot in the cutting man, rolling trees up Watch how I move, I'm sick before I play up hip Been hit with a blue shell, now I walk with a lip In the hood and the lady said, 50, you hot They like me, I want them to love me like they love pop But how they in New York, y'all can tell y'all I'm local When the plan is to put them back, damning the choke So I'm so focused, man, got my money on my mind Got a mill, got the deal, and I'm still in the front I walk, got my woman's money, no time to talk You see the world, the way the men walk I'm thinking around, cause I wanna go I'm gonna start right, get down next And give me a lift the other way Cause we can't try, what's next New York times, I'm making no sense I ain't in the making love So come give me a hug, if you're in the getting rough You can find me in the club, bottle full of love My mind got what you need, if you need to fill the bars I'm in the having sense, I ain't in the making love So come give me a hug, if you're in the getting rough My show, my show brought me the dough That bought me all my fancy things My crib, my car, my clothes, my shoes I came up and I ain't paying you way more than you hated Oh, you mad, how come that you be happy I made it I'm that cat by the bar, toasting to the good Move that balloon, now you're trying to pull me back I'm a junkie, the bucket and the twill Cause I don't know if my eyes are chipped, if she spats, she gone If you move for a five, man, just let it burn Talking about money, homie, now you're concerned Go, go, go, go, go, go, go, go, go Now I get it up, but now I get it in I can't get enough, I'm a little tired So we don't have no more shoes, I'm a little tired I'm just standing in the snow, it's alright, it's okay I'm meant to see another day We can't cry, we're one best thing New York times, I'm back, I'm back Homie, you're the brother of life, and you're the money Stayin' alive, stayin' alive Feel the city breakin' and everybody shakin' And we're stayin' alive, stayin' alive Ah, ah, ah, ah, stayin' alive, stayin' alive Ah, ah, ah, ah, stayin' alive How about we go and let this thing behind ourselves We've been through this, there's no need to hide away again We will go to the ocean and we'll find love On the other side, and we'll take all our chances Just as long as we're together, we can settle to the night Floor to floor, I'm ready to go Floor to floor, they shake that love Floor to floor, I'm ready to go Floor to floor, they shake that love How about we move away from all the hollow house I know we could try and make it work for a while again We will go to the ocean and we'll find love On the other side, and we'll take all our chances Just as long as we're together, we can settle to the night Floor to floor, I'm ready to go Floor to floor, they shake that love Floor to floor, I'm ready to go Floor to floor, they shake that love I can't keep on losing you Over complications Gone too soon Wait, we was just hangin' I can't seem to hold on to Dang The people that know me best The key that I won't forget Too soon I can't keep on losing you I can't keep on losing you Yeah, yeah, yeah Yeah, yeah, yeah How many mistakes do it take till you leave When I'm left with my hand and my face all red And the face lookin' at you like, wait I know I ain't a saint if it ain't too late Well, I can't keep on losing you I run away so fast from a heart like gold But it break like lead Know my shit get old and I act so young Baby, you so cold, never had no son You don't wanna grow up, you're the shit, no fun So when I get home, I'ma give you something that can feel like When I hit that drum, yeah, the dick ain't free I don't get no fucks Yeah, it's complicated, got you frustrated Get home late, you don't trust me, babe Way too close, don't know what to say You can drive my car to drive me crazy Complicated, got you frustrated Every single night, I keep you waiting You say you don't care, that's what you said We both know that's the bullshit Okay, we be fightin', we be reunitin' She's made me excited, got a devil who is so Trying to get through to you because I can't keep on losing you Over complications Gone too soon Wait, we was just hangin' I can't seem to hold on to Dang The people that know me best The key that I won't forget Too soon I can't keep on losing you Can't keep losing you Can't keep losing you Can't keep losing you Can't keep losing you Can't keep losing you Can't go away, girl, I'ma need you Play your game, look, they might take it to an Ivy League school Won't get Hall of Fame dick from my little Hi, everyone. Julius here, product manager at 23. For a successful webinar program, it's essential to know your audience and know who the people are that are watching your webinar. Within 23, it's easy to get an overview about how your webinar performed, both live and on demand. Get an overview of all the page views for your webinar, what the sign-up funnel is, how the webinar has been performing compared to other webinars, and also how the live webinar has been in terms of engagement over time and how people have generally interacted with it. I hope you liked this quick intro on our webinar analytics, and I hope you stick around. Hello, everybody. Welcome back. If you're tuning in for the first time, my name is Esther. I am your host for this year's Webinar Days 2022. It's all about learning best practices, learning new ways to share our stories, create the most engaging experiences, and generate lasting value to our webinars. Let's tune in to our community host, Amelia, who's on chat and social media. Amelia, how's it going? Hey, Esther. It's going great over here. I can see that the chat is getting warmed up and that people are quite anxious and asking when Guy Kawasaki is going to come on and join us. The tensions are definitely running high, but we encourage it. Please continue with your reactions. Give the speakers that engagement and feedback that they really get powered from and motivate them. We have a hashtag that I would love you to use. It is Webinar Days 2022. Share it on social media, Facebook, LinkedIn, Twitter, Instagram. We're all there. I would love to get to know you guys better throughout the day, so please let me know where you're from. What field you work in, how you guys use webinars in your day-to-day lives and at work. Very excited to hear what is going to come up in the next session. And with that being said, then back to you, Esther. Thank you, Amelia. So we are at our final session of Webinar Days, our first day. What a session. We've all been waiting for a long time. We've all been looking forward to it. The session where we introduce Apple marketing legends, and Guy Kawasaki. This session will be hosted by 23's founder, CEO, Thomas Madsen-Muckdale. He's a digital pioneer who's been founding internet companies for more than 20 years. Thomas. Thank you, Esther. And welcome, Guy. Good to have you here. Thank you very much. Great. So everyone, I hope you know what a legend we have with us. We are so excited today about having Guy join and share his perspective from a lifelong career in pioneering how to do marketing, how to reach the market, how to connect, how to tell stories, how to launch incredible products. Guy is a legend that joined Apple in 1983 and has since worked in the tech industry as it matured from people in garages to running the world, but also the marketing playbooks and the practices becoming the way we launch products, tell stories, evangelize, and market. Presently, Guy is the chief evangelist for Canva, the design and presentation tool, and he's the host and producer of the Remarkable People podcast, a podcast that Guy himself says might be the work he's most proud of. Before that, Guy was on the legendary marketing team at Apple. They launched the Macintosh and rewrote the playbook on how to launch products, setting the scene for the Apple keynotes for the many years afterwards and the whole heritage around how to launch breakthrough products. After Apple, Guy was made an Apple fellow, the most esteemed role you can have as an Apple employee. Guy is also a bestselling author with more than 15 books to his name. You might know some of them, Rules for Revolutionaries. The Macintosh Way, Selling the Dream, How to Drive Your Competition Crazy, The Art of the Start, and latest, Wise Guy, a kind of more personal biographical insight piece on the lessons Guy has learned along the way with some vivid stories. So we're so incredibly excited to have Guy today with us to share his perspective for the webinar people on what it means to launch amazing products, do remarkable webinars, and tell good stories and evangelize like there is no day tomorrow. So take it away, Guy. All right. Thank you very much. Thank you, Thomas, for that introduction. So first of all, I'd like to just establish a baseline that from a marketer slash evangelism slash sales kind of guy, I could not be happier that webinars have become so popular and 23 has taken this very niche approach to perfecting one kind of service. I used to travel, oh God, like 150 times a year. And each trip, let's say, took really at least two days. So, you know, 150 times two is 300 days. And now, since the pandemic started, I have not traveled. I've taken maybe three or four flights in two or three years. And yet I have reached probably more people much easier. And so that's from a speaker standpoint. I can accept things that I never would have accepted before at prices I would have never accepted before. Now, I also think from a host organization, yes, you lose the in-person interactivity, but you gain the fact that so many more people can watch your webinar than can come to a conference. And you lose all this dealing with logistics of flights and ground transportation and meals. And hotel nights and all that stuff. I think you can get a broader spectrum of speakers because speakers like me are thinking, well, I could not have flown and done that for two days, but certainly I can dedicate an hour and a half from my home. So you get more speakers, less aggravation, lower costs, and more people watching. I mean, how can you beat that? So I just love the whole webinar business. So I gave some thought about nine ways you can hold a remarkable webinar. And this is from a perspective of someone who does one of these every week or so and has been doing one of these every week or so. So with no further ado, how to hold a remarkable webinar. So I think the first thing you need to wrap your mind around and to set the base to do a remarkable webinar is empathy. You have to understand, you know, what is the actual viewer experiencing? And so I show you a screenshot. This is a screenshot from my phone and it shows speed tests. So, you know, two chief ways to empathize with the viewer is what is their internet access speed and how big is their screen? Because if many people are watching on slow networks using phones, it completely changes how you have to do a webinar in terms of the graphics, the text, the sort of complexity of what you're doing. So, you know, if you're sitting in your corporate headquarters and you've got freaking fantastic fiber and it's one gigabit up and down and you're all using two page displays, three page displays, three monitors and like life is so good for you. That's not the reality of your users. So I think step one is empathy and a little funny story here. So you see, this is my speed test from my house. And for the first time in my life, I wanted speed test to be slow. So I could say, yeah, you see, like, you know, my download speed is only 10 megabits and my upload speed is only two megabits. But for some reason, I just got great performance when I took this screenshot. So I'm not trying to say that 170 down and 22 up is slow. That's pretty damn good. But I'm telling you, most people don't have that. So step one is empathy. Step two, I think, is an airplane analogy. And I learned this as a venture capitalist where I listened to literally thousands of pitches. People making webinars and pitches is that they take too long to take off. And so I like to use an airplane analogy. You know, Top Gun 2 just opened up in the United States. And what a fantastic movie. And, you know, what Tom Cruise is flying is an F-A-18, not a 747. So if you think about it, you know, an F-A-18, it takes off in about 150 meters. And if you're taking off from an aircraft carrier, you have about 200 meters or you fall in the ocean and you die. A 747 takes two miles, two mile runway. And I have to say, and you actually witnessed this today. From the time that this webinar started to the time I was on deck was a few minutes. That's many times not true. And so think of yourself as an airplane. You want to take off like an F-A-18. You are Tom Gunn. Excuse me, Tom Gunn. Top Gunn. You are Tom Cruise. You're not a 747 pilot. You know, don't go into this 15-minute explanation of your corporate mission and your history. And these are the key executives you want to introduce. Blah, blah, blah, blah, blah. I mean, get to the webinar. Get to the content. In pitches in Venture Capital, I tell entrepreneurs, in the first 30 to 45 seconds, your audience had better understand what exactly you do. Are you a software company? Are you a hardware company? Are you a services company? Are you a gizmo company? You know, what exactly do you do? It's not about patent pending, curve jumping, paradigm shifting technology. It's not about the podcast team. It's not how excited you are to be there today. None of that. It's all bullshit. It's like, what exactly do you do? We have a service to help people make great webinars. Duh. That's all I would like to know in the first half minute. Number three. Number three is I used to have a rule called the 10-20-30 rule, which is 10 slides that you can give in 20 minutes and 30-point font minimum size. For webinars, I have to amend that rule a little bit. I think the rule should be 10 slides, 20 minutes, and 90 points. Because going back to the empathy slide, you know, many people are looking at things on a pad or a phone, and a 30-point font might not be the right thing to do. It might not be big enough. So this is a picture of an actual Steve Jobs slide. And so look at this slide. Decompose this slide. So he has one big graphic. iTunes. iTunes is in about 200-point font. And the best Windows app ever is in about a 90-point font. So Steve Jobs' minimum was 90 points. Now, we're not all Steve Jobs. That's true. But I'm telling you that if 90 points is good enough for Steve Jobs, 90 points is good enough for you. 90 points. 90 points would be the good target. Just have two, three, four, five words on a slide or a particular scene. Less is more. And the 20 part is also important. There are many times that companies ask me to give a webinar or a virtual talk, and they book me for an hour. And listen, don't get me wrong. I consider myself a dynamic and good speaker. But there is no way I can hold an audience virtually for an hour. Nobody can. Maybe Michelle Obama can. But Guy Kawasaki can't. And I think, really, the limit is 20 minutes. Truly, 20 minutes. The next recommendation is that when you are particularly introducing a product, I think that many companies and people try to emphasize the what, which is, you know, speeds and feeds, gigabytes, megahertz, you know, this kind of stuff. They're trying to show just the tech and the specifications. But I think for showing new products, you should show how it works, not what it is. And so, for example, if I were doing a webinar on Canva, I would not focus on showing these are end results. This is the poster. This is the presentation. This is the Twitter graphic. This is the Etsy home store album cover. Those are what. I would focus on how. This is how you create a beautiful homepage. This is how you create a beautiful presentation in Canva. And walk people through a demo. I think a demo is worth a thousand slides. So it's all about the demo. It's all about showing how. How does your product work? How does 23 work? How does Canva work? It's not about the what. It's the how. Number five. Number five is that many people think that the purpose of a webinar is to educate. It's to close a sale. It's to do something like that. And I would disagree. I think that a webinar and a speech, the focus, the priority is you entertain. For example, I use a picture like this in some of my speeches. This is me flying off a surfboard. And so, you know, I am I I want people to be educated. I want people to be inspired. I want to evangelize them. I want them. I want to change their pulse. I want to affect their hearts and minds. But I don't think you do that by, quote unquote, educating them. Again, with speeds and feeds and, you know, acronyms and industry terms. I think it's all about you want people to be happy. You want people to be entertained. And if you entertain them, you probably educate them. But if you focus on education, you will probably bore them. So focus on entertainment. And of course, entertainment is all about telling stories. So you've got to be a great storyteller with a webinar. This is a picture of Richard Branson and I. So let me tell you the story behind this picture. I could, you know, use facts about how I speak such and such times a year. I speak all over the world, blah, blah, blah. You know, I'm influential and persuasive. I went to Stanford, you know, blah, blah, blah, blah, blah. But I tell you something. I think a story like this is much more powerful and much more useful. So the story is that Richard Branson and I were in Moscow. This is when I went to Russia because I won't go anymore. This is Richard Branson and I were in Moscow. We're both speaking at the same event. He comes into the speaker ready room and he asked me, Guy, do you fly on Virgin? I said, you know, Richard, I'm United Airlines global services level. I have never flown on Virgin. I have to preserve my global status at United Airlines. And when I did that, that's what he did. He got down on his knees and he started polishing my shoes with his coat. So this is the kind of story you use because a story is much more powerful than facts. If anything, the current status of politics in the United States should prove to you that facts are not nearly as powerful as stories because a fact is always debatable. Whereas a story, you can't argue against a story because it's one individual occurrence. So to the extent you can, use stories, not facts. Number seven. Number seven is, I want to slap some companies on the side of their head. Like I go to some of their webinars and their speakers, whether they're outside or internal speakers, just have crap setups. So what you see for me, I'm using this Sony camera. I'm using this Heil mic. This is a Heil PR40. And the mic is about $300. The camera with the lens is probably about $800. $900. So let's call it right there. Those two pieces of equipment are $1,300. Now lighting costs, let's say another $200. So it's $1,500. And if you look at my background, so that background is wholly constructed from Home Depot and Target and Bed Bath and Beyond. So the bamboo stuff, that's from the Home Depot garden shop. That's about $20. Those little lights, those lights are from Bed Bath and Beyond. They're $10. The books, the books are nothing, right? Because people send me books. That lamp over there is probably $20 from Bed Bath and Beyond. The red thing that it's sitting on, that is a tool chest, which I actually use for tools. And that is, but you don't need to buy one of those. You probably have a shelf. But the point is that you got to spend some money to look great. And the concept that you're going to use your built-in camera on your laptop with your built-in microphone is completely and utterly flawed. So, and one more little tricky thing is, so this thing, check this out. So this is a $20 device from Amazon. And all it does is it tracks time. So when I started this presentation, I set the clock to 20 minutes. And now it's come down to like seven minutes. But I put this right in front of my monitor. And so out of the corner of my monitor, I can see that, you know, the red part is getting less and less and less. I'm getting towards the end. I need to time it. And so I think if you took all of this, it would probably be, if you did it really well, $2,000. You could probably do it for $1,500. Now you might say, well, that's a lot of money. But I would make the case, you know, in the old days, pre-pandemic, if somebody said, oh, I'm going to a conference. San Francisco, the conference is in New York. Well, airfare would have cost $800. Three days of hotel would have cost, well, in New York, could have cost $1,000. And then you have to pay for the conference and all that. And so, you know, yeah, $2,000 may be a lot of money to spend for a V setup. But that's what you probably spent on travel expenses for one conference before. And now you're going to have this forever. And now you might wonder, well, why do I have to have a DSLR? Why? So look at me right now. The focus is on my face. The sparkly lights, that's called bokeh, where it's out of focus. The books are out of focus. So when I leave, everything comes in focus. But when I'm back in and the focus is on my face, everything softens up behind. And in my humble opinion, that effect where everything behind me is out of focus and my face is in focus, that effect alone is what worth $1,500. So I don't mean to dig too deep into this particular recommendation. But you know what? If you want to look good on a webinar, you have to spend some money. And there is no way around it, but it is totally worth it. And once you do it, it's forever. So spend some money. Number eight. Number eight is, and this is a duh-ism, but man, so many people don't do this. It takes so much practice to be good in a virtual product introduction, in a webinar, in a virtual keynote, et cetera. So this is a picture of Steve Jobs, obviously, with a Mac 128K. And let me tell you something. When Steve Jobs would give a Macworld Expo talk or a WWDC talk, the preparation for that started three or four weeks in advance. And he would rehearse over and over again. And he would have the product manager for every product that's mentioned in the keynote. They would be sitting on pins and needles for weeks as he rehearsed and as he reviewed their products, et cetera, et cetera. So let me tell you something. If Steve Jobs needs to practice for hours and hours and hours, mere mortals like you and I certainly need to also. So I have never seen somebody who practiced too much, never in my life. So I know everybody tells you to practice, but then nobody listens because I think a lot of people think, well, yeah, that recommendation are for the mediocre people, the people who aren't naturally gifted speakers like I am. And I hate to tell you, but the probability that you are a natural gifted webinar speaker is zero. So yes, I'm talking to you. I'm talking to myself. You need to practice, practice, practice. And number nine, number nine and my last slide, because instead of a top 10, I'm giving you nine to prove the quality of brevity. You got to open things up. Open things up mean that, you know what? Don't be paranoid when it comes to webinar. You know, fundamentally, most of you are not in the webinar business in the sense that that's not the source of your profit and revenue. A webinar is an educational, entertainment, inspirational, evangelistic method to another goal, closing sales, providing support, increasing satisfaction with your product. And so the concept that I need to be really careful, like who can watch a webinar? How much does it cost? How long do we keep it up? We don't want to cannibalize our in-person meetings because a webinar would be too cheap. And so people won't show up and blah, blah, blah. You know, you're thinking wrong, man. You need to open things up. You should, you should cover the earth with your webinars. And, you know, if you have a great webinar and it's, let's say it's a hybrid model, you have a great webinar and you have a great in-person event, I would make the case that it's nothing but upside. So the people who want to come to Las Vegas will come to Las Vegas. The people who don't want to come, don't come. The people who could not afford to come can watch your webinar. The companies who could afford to send three people can now have 30 people watching it. It's all good. And some of the people who watch it virtually may like it so much that they may decide to come in person next year. So it's nothing but upside. So open things up. And this is my last slide because I can see that I'm winding down. So, I tell you that one of the best work I've done in my life, I really, I just want to promote my, my podcast for a second. The best work that I've ever done in my life, and I've done a lot of work, is this podcast. So open up your, your iPhones and go to the camera and just put the camera on that QR code. It'll take you to the Remarkable People podcast. And for those of you who are listening to this, in particular, you would be interested in people like, Bob Cialdini, the social psychologist, David Ocker, the father of branding, Katie Milkman, another great social psychologist, plus the entrepreneurs. We have entrepreneurs from companies like Poo-Pourri from Hint, Steve Wozniak. And of course, my very first guest was Jane Goodall, shown here emulating a chimpanzee looking for lice in my hair. So that's just a little promo for my Remarkable People podcast. Promise you, listening to my Remarkable People podcast will make you a little more remarkable too. And that's it. That's my presentation. And now let's do some Q&A. And I'm an amazing guy. Thank you so much. Nine remarkable ways to, to do a great webinar. And thanks for all those vivid stories and great energy as always. Just to kick you off, I see we have a lot of questions. So ask the question or write a comment in the chat and we'll start popping them up in a few minutes. I just wanted to catch on to one of your kind of big things in life and a title that you have for extensive period of times, the idea of the evangelist. Yes. And especially nowadays, I guess being an evangelist would be amazing in terms of webinar appearances. Oh my God. Connecting and video and telling stories. Tell us what, what is the idea of the evangelist? How did it come about? And, and why is it the rest of the marketing or rest of companies haven't hooked on to this idea of the evangelist that was so defining in tech? Well, first a little bit of history. So I became a software evangelist for the Macintosh division in 1983. Evangelism comes from a Greek word meaning bringing the good news. So an evangelist brings the good news. I brought the good news of Macintosh. It would make you more creative and productive. Bringing the good news of Canva. It'll make you a better communicator because it has democratized design. So the difference between evangelism and most forms of sales is that an evangelist has the other person's best interests at heart. Also, don't get me wrong. It was good for me. If you use the Macintosh, it's good for me. If you use Canva, but with Canva and Macintosh, I also have your interests at heart. Like I really do believe you'll be more productive and creative using a Macintosh. I truly do believe you'll be a better communicator using Canva to make graphics. So it's not just about me, my quota, my options, my bonus. It is about how I can make your life better. And so that's what evangelism does. And back when I started evangelizing Macintosh to software developers, you're going to find this funny. It was so long ago. There were no cell phones. And the really cool people, I mean, the really cool people had a fax machine. And a few years later, if you were extremely cool, you had a car phone, which meant that you had this big box in your trunk with a wire that came up to your, you know, the driver's seat. And there was a humongous antenna sticking out the window or attached to the window. And now, you know, all of that is in something this big. And so our use of technology to evangelize Macintosh was you get in a car, you get on an airplane, or you send the fax. There wasn't even email yet. And so, I mean, now using webinars and Zoom and email and TikTok and, you know, you name it. I don't know how it could get much better for an evangelist. One thing I look forward to is when you have these sort of 3D holograms where right now you're seeing me in 2D, but imagine if you could see me anywhere in the world in 3D. I will never get on an airplane again. I promise you. So it's a good time to be an evangelist. But let me tell you, the key to evangelism is you got to have a great product. Let me just cut to the chase here. It's really easy to evangelize a great product. It's really hard to evangelize shit. So write that down. Amazing. Amazing guy. You obviously told, I mean, obviously, everyone nowadays, Apple used to be a little company only the geeks knew, but it was so defining. I mean, the original Macintosh marketing plan is in the museums nowadays even, right? It's a wild world we're living in. And today it's this category defining a company. I mean, guys, you need to talk us through, like, I mean, you've been part of launching like these breakthrough products. You already spoke a lot about practice and the whole evangelism that was a big part of the playbook, but also these like this kind of orchestration of events, right? And it seems in a digital world where everything is the same all the time, right? That we're trying to create orchestration. We're trying to create drama. We're trying to create events. And all these major product launches you've been part of. I mean, what's the playbook? I mean, tell us a little bit about, I mean, how do you get to believing that you can launch on some date and you create a big show? Obviously, back in the days, it was physical. I think someday we'll look back and we'll say, what were we thinking? Like, why did we spend $25 million building a booth at the International Auto Show in Frankfurt every two years? What were we thinking? Now we do an online introduction of a new Mercedes-Benz, you know, electric S-Class. And 25 million people tune in as our CEO unveils the new EQS. Back in the old days, we'd spend $25 million, three months building a booth in Frankfurt. And maybe, maybe 50,000 people walk through the booth. How, they may have seen the car, but did they really get all the information? I mean, did they wait for the demo to start about the car? And so, don't get me wrong. I love to go to car shows. I love to go to conferences. But from a marketing per dollar effectiveness, it's not even close. And so, now, you ask me, ask a question, which is, you know, sort of, how do you make a great product introduction? You need to write this down, okay? And it relates to what I just talked about on evangelism, which is the key to a great webinar, great product introduction. You got to do all the things that I just said, right? The empathy, the brevity, the big graphics, big font, all that kind of stuff. Taking off like an F-A-18, not like a 740. All of that is necessary. That's the base. But I tell you what, 90% of it is, you got to have a great product or service to talk about. And that's not on the webinar, audio, video people. That's on engineering. That's on R&D. That's on product management. So, if you have a great product or a great service, that's 90% of it. The other 10% I just helped you with, but 90% of it is a great product or service. And I would much rather have a great product or service and a lousy webinar than a great webinar and a lousy product. Because it's easier to fix the lousy webinar than it is to fix a lousy product. So, I don't know if that's what you wanted to hear, Thomas. But it's all about the product. Yeah, I can't agree more. I mean, obviously, that's what I think we fight for, right? Also to believe in. As you said, if you're an evangelist, you truly need to believe in what you're doing, right? Else, it doesn't work at any point. Guy, there's also this kind of big path in your life about story and storytelling. And I mean, what the great story, right? I mean, nowadays, there are so many stories. And you even alluded already in the presentation. The world is so complex that all the stories conflict. And we need those simple narratives in there. I mean, what's your thought and kind of also as a kind of marketer background? I mean, like, what are the defining stories nowadays that you, I mean, you've been part of some amazing stories about empowering people and changing the world and all these stuff that nowadays always even sounds like. You know, fluff or, you know, the same stuff everyone says, right? What's the new story nowadays? Well, I don't know if this is a quote new story, but I think within a webinar, and you can obviously or you obviously have to do this. I think the most effective story is end user customer success stories. That, you know, if I were doing a webinar for 23, I would feature, okay, so this is, you know, XYZ who works at, I don't know, Ford Motor Company or Mercedes-Benz or Canva or wherever. And, you know, and she's going to explain to you how webinars have impacted and how 23andMe has impacted her ability to produce webinars, great webinars and the results. So this is, I would rather have a customer tell my audience how great I am than me tell my audience how great I am. Because I think it's much more credible if an actual user, customer, expert says, yes, this is a great product. Amazing, amazing tip. And by the way of your other tips, I mean, nowadays that's also easy to do, right? Yes. They hopefully have a DSLR camera set up as you highlighted and they can just plug in and share their story. It's not as complicated as it used to be. Thomas, that is true and untrue. Okay. So the true part is, yes, everybody has a laptop. You know, everybody has connectivity. Well, not everybody, but probably for the people that you care about to make you this end user story. But one caution I would say is that the assumption that this person at this company who's going to be your end user testimony has a great setup, a great video and audio setup. Is very low that that person probably has a laptop, probably is going to use a built-in camera, probably doesn't have a dedicated mic. He's going to use a built-in mic and that result is not good enough. So I'll give you, I'll tell you a story. So I interview 52 people a year for my podcast. And prior to them coming on, I sent every one of them. A headset. Because. And I have very famous successful people, but you would be amazed at very famous, successful people are trying to do podcasts. And video casting using a laptop with built-in mic and camera. So I finally gave up on trying to hope that everybody has a good mic and a good headset. And a good, you know, headphones. So I actually send them one as a gift. In advance. So to transfer that, you know, it's easy for me to spend your money, but I'm telling you. Yeah. I mean, you know, you have to compare things to what you used to spend before. Right. So let's say, let's take an extreme case. So let's say you wanted a famous person to give you a keynote for your webinar. All right. And so in the old days. You would pay that person. I don't know. Depends how famous, but between 25 and $200,000. You can probably pay that one fourth of that. To do a virtual appearance. So there you save money. And now, so there's that the speaking fee. Now before. That person would insist on first-class travel. So let's say that, you know, you're not flying somebody from San Francisco to Dubai, which would be 15,000 first-class. It's just San Francisco to New York. So that's probably. 2,500. And then that person would insist on a good room. So that's probably, you know. Well, 1,500. So now we're talking like 4,000 bucks just for travel. And then that person's got to eat. So all things on that person has to be picked up at a limo at Kennedy airport or, or Newark. So let's save all things considered just travel is 5,000 bucks. Well, you could send them a fantastic. Setup for about 2,000 bucks. They might even be willing to return it to you. So, or you could send a crew to shoot the 30 second shot. For less than 5,000 bucks. So I guess. I just, you know, there's some places where you should just throw money at the problem. And so you might say, well, 2,000 bucks times five speakers is 10,000 bucks. But you would have spent 25,000 bucks just on travel for those five speakers. So, you know, do the math, man. I think that's great. Really great advice. Guy on kind of unit economics of doing these things, right. It's also people are trying to get back to do these events and, and get the balances right on their physical both budgets versus digital and webinar budgets. We have a lot of questions coming in. Amelia, take us through a few questions quickly for guy here. If you give a few questions and then we'll try to answer them. Yes, it would be my pleasure. So the chat is really buzzing. A lot of great reactions and super energy. So I'm very excited. I will start with one question from our Simona here. Who is asking webinars are used by so many firms nowadays, and it's getting harder and harder to beat the competition, especially when the competition is in the same sector, industry, et cetera. Do you have any tips on how to really stand out and still be interesting in every other way? And then I would like to combine it with a question from Wolf saying, how do you do a hybrid events and how do you make hybrid webinar events work? Because now we're talking a lot about being fully online. And is there any way to sort of stand out and have a competitive advantage? Well, and then also in doing a hybrid events? Well, I mean, in a sense, imagine this is pre pandemic days. Yeah. When we're all going to Las Vegas five times a year, we're going to Orlando five times a year. We're going to Dubai twice a year. We even go to Moscow once a year. So, you know, back then, if we were doing this, somebody would ask, well, how do I make my conference stand out? Right. I mean, it's the same question. And so, and the answer is kind of the same, which is it's the quality. It's the quality of your speakers. It's the quality of your production. How do I make a webinar? Stand out because it's an exciting product or service. It's, it's done very well. And it takes off like an F a 18. It's not a seven 47 and I could see all the graphics and I can understand all that. And it's entertaining as well as educational, as well as inspirational. And so that's what a great webinar is. I don't, I don't, I wish I could have a magic answer. There isn't any magic. Well, the magic answer is, you know, do it. Well, have great content, have a great demo, have great customer stories, make it interesting and entertaining. Now how to do it. A hybrid event. I got, I'm not an expert in event production, but it, I don't know if the answer is much different. A great conference. You need, you know, great speakers. You need, well, conference is more complex because you need, you know, logistics, you need hotel rooms, you need ground transportation. Then you got to hire, you know, Taylor Swift for half a million dollars to do the concert. Even though no one's going to care about Taylor Swift the next day after you spent a half million bucks just on her. I'm nothing against Taylor Swift, but you know, it's like, you know, I mean, it's, it's a little crazy how people, you know, it became an arms racing conference. Like who could have the bigger name entertainer? Do you really think that mattered? I don't, I don't, maybe, maybe. So, well, just another advantage of webinars. You don't have to hire an entertainer for a quarter million. You don't have to hire Janet Jackson for a million bucks just to brag that you had her. So, okay. I don't, I don't know if I answered the question. You just have your house DJ play a few tunes. Play the royalty fees. What the hell? Amazing guy. Amelia, do we have any other comments or questions in the chat that we want to show? I have a one guy who, his name is Matthias over here, Matthias Muller, who's very interested in guys gear setup. And, you know, how do you gain confidence in sort of a technical aspect, like setting up or hosting or, you know, appearing in a webinar? If you don't really have that, you know, technical skill or that natural. Well, yeah. It's not like I'm an audio engineer. Okay. So don't get me wrong, but I will tell you that it took me weeks to figure this out. And so right now I'll go through my entire setup. Right? So this is a Heil mic. I'm using that Sony camera with a, I think. See how that's interesting. So obviously. Huh? Focused on my finger. So I'm using the Sony camera up there. That's, that's that $800 thing. I have two lights. To highlight my face. And back there, I already explained, you know, that's probably. If you added it. Well, let's not count the, the, the hardware. Drawer. Cause you don't need to do that. I did that because it's multiple purpose. It's, it's a backdrop and it holds stuff. So back there is probably. A hundred dollars worth of stuff. Now, for those of you who, who, you know, can't do that. Like I did. Then you can use these virtual backdrops, but I got to tell you, man, I am like, I am very, very negative about it. About using backdrops, the virtual backdrops. Because I think when you move around like that. You see these little vestiges and you, you know, your hair starting to flake out and all that. So if you're going to use a virtual backdrop for crying out loud. Spend 200 bucks and buy a real green screen. So this is a green screen that. That comes in a container and you just pull it up and it's like a screen. Only it's green. That's why they call it a green screen. So spend the 200 bucks there. Now I, I happen to be a podcast. So I use a, a road. A road caster. To mix various inputs. And one trick that I have is. The re I hope this is true. The reason why. I find it very easy to make eye contact. Is because I have a, a teleprompter set up there. Basically. The camera. Is behind a piece of glass. And the image reflects up. So I can look directly in there. I'm looking in your eyes right now because the camera's behind that teleprompter. So I can see myself and that. So, but that teleprompter is, I don't know, a hundred bucks. And then you buy a little monitor to reflect up there. That's another hundred bucks. So I'm telling you, if you add all this stuff up. It's 1500 to $2,000. And. Admittedly, it's going to take you a while to figure that out, but. I mean, I could send you a link. To show you what I did. I can't. I, I, I'm not making the claim that this is instant stuff, but I would also make the claim that. Once you do it. Like I literally, I come down here. I sit. I turn on one switch. All the lights go on and I'm ready to go. I, I got here. Yeah. Minutes before. So I think it's worth it. It's if, if you are in particular. Someone who is. Constantly doing webinars because you're the product manager or because you're the VP of marketing or. You know, you are the whatever CEO. I mean, oh my God. Like if you're a CEO and you don't have a dedicated studio set up someplace in your office or your home. Shame on you at this point. I mean, do you think the pen, do you think the pandemic is going to end and we're all going to start going to Las Vegas six times a year again? I mean. If the pandemic did end and we're going to Las Vegas six times a year, all of those things are going to be hybrid. And so you will always have to do this. So for crying out loud, spend two grand, my God, just go on one less trip and take the airfare and buy a good setup. That sounds great. Thank you so much for, for answering our questions and giving some insight. I just have to give a little shout out to your podcast story. You said that you send these little. Professional mics to all of your audience. And. You know, the gear can never replace the quality of the content, but the gear can give you that little confidence that you need. So. Here at 23, we also try to, you know, encourage our users or give them that confidence. So we send them a ring lights so that they can put on their camera. And instead of the backdrops that never work. They can have professional lighting and feel like they're in a professional studio set up, even though they probably didn't spend the $2,000. So that's a, that's a little light for. Highlighting your future. Face. Yes, it is just a little ring light that you can clip on your webcam and then it'll light up your face. So you appear a little bit more airbrushed. Well, thank you so much for your, for your answers. Amazing. In the, in the notes area. I just. Sent the link for a Google doc. And that Google doc is a list of my equipment and my setup. Amazing guy. Thank, thank you so much for. All the big stories about the, what it means to evangelize, tell stories and, and launch things and everything in between. And also all the great practical advice on. How to come across on camera and, and the pitch for investing in the, the, the few, the, the airfare and the hotel. In once and for all getting your setup to be able to do it. I get it. I get it. I can give you one more tip. Yeah. Can you tell? I like this stuff. Hang on for five. I think the tip is coming up. I expect something that's hardware now. Okay. Hardware or software. Here's another hardware. Here's another $10 you should spend. So. Buy yourself. Foundation. That matches your skin tone. And get yourself a soft brush. Because you want. Your face not to be shiny. And you want to cover. All sort of the. The imperfections on your face. And so, or like in my case, when I get sunburned all the time. So. What you see right here is about. 10 bucks worth of makeup. So get 10 bucks worth of makeup. 1500 to 2000 bucks worth of hardware. And you are good to go. Like I promise you, if you just did that. You will be better than 99% of the people. Amazing guy. I can sneak in the secret that the 23 Christmas party. Team party. Included a visit to a makeup artist to teach everyone, including. How to do great makeup for camera. So we all. Got a little kit there also. Because that's what the, especially the, the male side of the. Of the. Of the webinar people. Well, I haven't really figured out. So that's great advice. Well, may I point out that. I don't know if you did, but. That would be a great webinar. So has 23andme. Huh? Has 23andme. We should do that next year. We should do a makeup course as part of it. Exactly. I would totally watch that. Because all I know, you know, I'm using the wrong foundation. I should be using eyeliner. You know, it's not like I ever had a course in. How to make your face up. For camera. Yeah, no. Yeah. I mean, look, okay. Are we running out of time here? I mean, are we. We are having fun at this point. I think it's amazing. So, okay. So. You, you could do one. How to do makeup. You could do one. How to use a green screen with a virtual back. Background. You could do one. How to make a good background. You know. That kind of background. Right. So, you know, do you. I seen some pretty lousy. Backgrounds in my time. And so, you know. Again. The bamboo thing is. I think 20 bucks. Lights are about 20 bucks. The books I had, the lamp is about 10 bucks. So. You know, like. Well, what am I missing? Why would people not do that? I don't know. Anyway. So, yeah. So do that webinar too. How to make a great background. I think we. Our webinar team is already jotting down notes from you to get ready for. For next year, guy. And we'll figure out. If we can get you back for a makeup course. Perhaps. Great. Everyone. Give a big shout. Give a reaction in the chat to guy for his amazing insights. And. Thank you. And everything in between. And just the energy at large. Which I think is also what we all value with these things. Right. Okay. One last story for you. Last story. Okay. So. Bob Chittini wrote the book influence. And he's like. You know. The godfather of influence. And persuasion. And one of his concepts is. Contrary to what you might believe. You should tell people how they can pay you back. Like. If you've done something for somebody. And. Don't. It's. It's actually better for the relationship with that person. If you tell that person how they can pay you back. Because then that person won't be feeling all guilty about owing you. Right. So. I hope that I provided value to you. And now I'm going to tell you how you can pay me back. Because I don't want you. You know. After this webinar ends up. You're going to be like. How could I possibly repay a guy? So I'm going to tell you how you can repay me. You can go listen to my podcast. And you can tell people to listen to my podcast. And I promise you. You will be more remarkable by listening to my podcast. Amazing. Everyone. Give Guy a big hand. Thank you so much Guy. All right. And. Over to Esther to wrap up the day one of webinar days. Thank you Thomas. Thank you everyone for joining us. For a great first day. Of webinar days 2022. What a day we've had. With more than 10 speakers. And five sessions. Inspiring us. On everything around webinars. Studios. Marketing strategies. And stories. From a true Apple marketing legend. All sessions will be available on demand. You can browse all sessions. On your right hand side. Of your webinar room. And we will also share a link. To all sessions after the event. See you again tomorrow. Thank you so much Guy. Have a great day. Of webinar days. Where we have more great speakers lined up. Tune in tomorrow. At 1 p.m. Central European time. 12 p.m. UK. 7 a.m. Eastern Standard Time. Thank you so much for joining us. We look forward to seeing you again tomorrow. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye.