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`0:25:59`

and I have two sets of basically bowls at my apartment. I have the cheap bowls that I bought on Amazon that are Amazon Basics and they're black. They're perfectly round. There's they're spotless. And then I have this one bowl that's blue um and it's got sort of some Oaxacan…

`0:26:45`

it does it doesn't make the piece Your in your point the nicks and the chips make the bowl feel different to you in a way that feels better. I don't think a spelling error makes the piece feel better but I also don't care that 340 people saw it wrong and then the…

`0:27:31`

no shade on my Ink editors but I had a few run-ins like that where there was like a sentence I wrote which I was really felt really good about and they kind of rewrote something and it was very it just felt like they were sterilizing it. Yes it's a great word. Yeah. And…

`0:28:18`

it it's it's a feeling I'm trying to get across. And this to sterilize something in some ways is to remove all the feeling. Like you walk into a space that's sterile. Maybe it's a beautiful museum or something or it's a beautiful modern piece of architecture. I love modern architecture…

`0:29:05`

like a lived in and I want our design to feel this way. Like our products are designed differently. They don't look like the industries where the industry work is all kind of everyone's like driving their style from Apple. It's just like everything's like trying to be Apple. We're trying to…

`0:29:50`

you're like, "Ah, I messed up, but I kind of got to go with it." Sort of like the path that you were talking about earlier. Whereas with the delete key, you can just look at the screen and go, "Delete, delete, delete, delete." And I just wonder if the delete key has contributed to a…

`0:30:37`

were having those conversations, would you go back and rewrite the piece from scratch or would you go in and make line edits? Um both. It depends on the piece. So, some of the pieces like some of the edits were so substantial, they wanted us to really rework the piece and there's a point where…

`0:31:24`

but I'm definitely not afraid of throwing out work. Right? I don't think because I put it on the page, it needs to stay there in spirit and you move it around. It like it can go. And I'm not just talking about like a line. I can talk I can talk about like…

`0:32:11`

then I'm the same way with like to-do. I don't keep to-do lists. Is that right? Yeah, I don't keep I don't I have like a few things I need to do every day that I want to focus on and maybe I'll forget to do one. Someone will probably…

`0:32:57`

I write when I have something to say. I don't write when I feel like I need to write. I only write when I have something to say. So, it could be something comes up earlier in the day at work. There's like some thing we went through. I'm like, "I should write about…

`0:33:43`

trying to learn ceramics on a wheel, you know? I need to go to an appointment to do that cuz there's someone waiting for me to teach, you know? But at some point, I want to then have the appointment and I want to do it because I want to do it. But I have to…

`0:34:30`

I I had an appointment at 10:30 in the morning and it's like 10:10. I'm like, "I'm going to write I have the I've had this idea for I'm like I want to write this now. So, I've only got 20 minutes and I'm going to publish it…

`0:35:18`

you have Are you free from 3:00 to 5:00 or 3:00 to 4:00 whatever it is and we'll have a conversation about it. And that because of that, our calendars are open. So, I don't have to try to squeeze I like I just told you that I tried to squeeze…

`0:36:03`

like, "I have no time this week to write." I would be so upset. It's like why I don't want to do that to myself. So, Mhm. Why do you think that there's so much bad business writing out in the world? Is it people trying to posture? They're scared? What's going…

`0:36:49`

BSing and then it just sort of like you BS for three or four years and it just kind of becomes uh what you do, what you practice, what you get good at and that's kind of unfortunately what people get good at. I think there's also um companies don't have a point of…

`0:37:35`

I feel like you can replace this logo with that logo and it'll be the same thing. The same different companies saying the same thing. Then there's group think and there's all these things that happen in the business world. Um and it's a very conservative place and I think the writing becomes…

`0:38:22`

writing. So, anyway, but companies make content. Everyone's pumping out content and I think you get content when you do that and that's the kind of writing that you don't like and I don't like. Yeah, I think that what it's revealing is a deep truth that many people are in and…

`0:39:07`

going to write in this style. I'm going to write like that. I'm going to copy And uh and then it's all SEO driven and search engine driven and you know, all all the things where you have to pump it out. And if you have to pump it out, it's not going…

`0:39:52`

it on the screen right now. If you're tune in on YouTube for this section because we're just going to break down what it is that you're doing here. I want to start off with how you start both of these, which is you jump right into the problem. So, for the once, you…

`0:40:38`

the reader's going to go "Wait, what happened to business software?" And so, now they're bought in because now they ask themselves a question and they want to get the answer. Um now, this is not a trap. It sounds like a trap. It's not like manipulative, it's just like I love those…