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`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…

`0:41:23`

Yes. And so, now you're saying this what it used to be like Yeah. and it's coming out hard. most software is a service, not owned but rented. And we got to talk about owned and rented and landlords and all that jazz. We'll get into that in a second. Buying it enters you…

`0:42:08`

boom, you're evicted and it sort of sums up the the the dark side of rental Yes. Um so, I I that's a formula that I tend to like. It's not something I do because I it's a formula. It's like it turns out to be a formula. It's it's…

`0:42:54`

the opposite of owning?" It's renting. Now, software as a service is never really talked about as rental. That word is not does not come up. It's almost like it's it's buried, it's hidden. People don't want to talk about the fact that it's rental software. Think about like, what…

`0:43:40`

landlord stuff, all the the bad landlord stories. Everyone has one somewhere, right? In college or or wherever they're living now, whatever it is. So now I can I can sort of personify SaaS as a landlord. And it kind of is uh and uh it's just a way to establish a little bit of…

`0:44:26`

struggle with it because as you just bounced over it and kind of stumbled, I stumbled writing it. Payers, prayers, it's too close. But, I still went with it cuz I still like it a lot and it helps of course when you talk about church and whatever. but but I was a little bit worried…

`0:45:12`

becomes playful for me. And then I know it's going to be good as well. Has to be playful. I think. I don't like to get too serious about this stuff. And so, I'm here I'm like, "Payers and players and church This is fun." And I'm ripping on landlords to a…