Ep# 13 | WTF does it take to Build Influence Today? Nikhil w/ Nuseir, Tanmay, Prajakta & Ranveer

[Music]

give me one unique hack each to a

20-year-old boy or girl who wants to

become a

[Applause]

[Music]

Creator are we rolling we have been

rolling I feel like we've been rolling

for a while yeah

yeah okay hi guys thank you uh lovely to

meet you for the first time to meet you

thank you for having me say that to us

also no I can't say it to these guys

because I know them too well they're all

uh brothers from a long time in

different ways I know more about them so

if I a brother do I get part of the

inheritance I have no kids dude I just

know bro there's no inheritance he's

giving it all away did you not hear ah

okay I'm I'm nikil ntin and NES I'm NES

actually you guys don't know but that's

assuming you would live longer than I no

even you know oh is this the kind of

podcast we're going to have today yeah

just like have fun the one with no

English language oh no no we keep it

English no but you guys are the pros at

this I'm the Newbie I do this one night

a month I'm trying to learn how you do

this so teach me along the way oh says

the guy who uploaded number one on

Spotify this week

WTF but also Nas because these guys have

uh watched it maybe uh it's a

conversation between I've I've watched

you okay it's a conversation between all

of us it's not me asking questions it's

not you answering so we can all talk

typically We Begin by saying a bit about

ourselves and because I know you guys

this is going to be

fun should we start with the project oh

okay yeah hi do I say it to everybody

yeah yeah oh then it's

awkward but uh I'm praa I'm a content

creator actor now from Mumbai India and

I started creating content uh in

2015 and I've been doing it for close to

9 years now and um I kind of also

branched out into acting a little bit in

2019 why did you first begin creating

content um because I fa fa at the one

dream that I had I wanted to be a radio

jockey ever since I was 11 failed

meaning I I became a radio jockey and

the show didn't work and I got fired and

I also heard myself so I get it so when

I started doing radio it was fun for the

first I think couple of months and then

later it just got like it was nothing

like I'd imagined it would be so it's

quite disappointing and uh that's when I

met sudp from one digital and he was

like you should have a YouTube channel

it should create content and I didn't

know what that meant so and I was very

unhappy as a radio intern so I was like

what I'm just going to try content and

in mumbay 10 years ago in Mumbai yeah

and uh it just started like that I had

absolutely no dreams or no uh kind of

way forward or any idea about what I was

doing all of you guys who have done

influencing for so long you know what is

one thing which is so stuck like the way

your voice has infl sorry one second I

have to stop you there's no such thing

as

influencing no one here has done any

influence influencers are the fathers

the doctors the mothers the teachers

they influence children we've done done

creating of content we created content

and it has impacted people but

influencer is a term is like M by Bombay

influencer as a term is like

slightly self-obsessed no what do you

guys think good I never related to that

term honestly project actually I I want

to add uh Pro was one of the earlier

Generations on on YouTube uh then she

did a short film called kipa in case you

haven't seen that was the first time I

saw proa act good yeah really good um

and I messaged her also after that

saying I didn't know you could act

that's crazy and now that you mentioned

theater and then um um yeah I've known

pra for a while she's extremely

hardworking you're marati I am yes my

mama's from Delhi Baba's from what do

your parents

do Baba used to work uh he was in

Cadbury before and then later he was

working in real estate and uh mama was a

phonetics teacher she used to teach

languages phonetics teacher yeah wow

what is what is that

so um I mean she used to have a bunch of

kids because apparently they are not

taught ABCD anymore it's a b c du so

it's the phonetics that and she used to

teach that I'll tell you more about her

yeah oh wow is this ining each other can

we can we do this can the three of you

say what does praa appear to the outside

world in your lens yeah uh so I'd had

Priyanka Chopra on the podcast once and

she gave this example of a swan that

looks like it's very peaceful on the

surface but on the inside the feet are

paddling uh I don't think I've come

across a more hardworking and

disciplined professional than this

person seconded she's very hard working

like she's probably the most disciplined

content creator that I've known

throughout my career and she is uh Bill

Gates's favorite Creator every time I

see her it's either at at Bill Gates

conference or at Davos conference so

she's like represents India in the major

conferences I'll tell you what they're

not going to invite tan for this one

too risky D not anymore brother notore

how is that how how do you get yourself

in these

places I think YouTube had a huge role

to play in that um I

2019 is when um YouTube kind of reached

out to me for this program called

creators for change

2018 and uh they were like do you want

to so they pick a few creators from

across the world and they put like a

band of us together and they like make

videos for for this program called

creators for Change and every year they

have different um themes in 2019 in 2018

is when they reached out for the first

time and then 2019 was the second year

and that's when um there was this

documentary that they were making with u

Michelle Obama for girls education and

they reached out to me for that and I

think that was my first kind of Step Up

From what I was doing back home and that

kind of opened a lot of doors for me uh

so YouTube has been a huge cheerleader

in my journey

Beyond just doing the content that I was

natively doing on my channel just

putting me out there giving me a

platform to speak about things and um

then I happened to meet nikil Tanja who

kind of put me in touch with

goalkeepers uh so that's how that

started the UN DP kind of came in

through both these channels so it it

kind of went into a whole domino effect

once the first creators for change video

went out and um yeah so that's how

that's how it began and when did you

blow up and all of that 2018

2017 my first video actually went viral

so I started in 20 Feb of 2015 and the

first video that really really blew up

was in the July of that year what was it

about it was a video called uh words

Deli Hees use i h a lot of Deli ego in

that video uh but it kind of like blew

up and uh then it's just been like a

roller coaster like it was not one week

was like another for a very very long

time right cool and now what are you

looking forward to um I'm looking

forward to more acting M I'm looking I'm

writing is that a natural transition

Creator distribution acting it wasn't

planned I was very surprised when it

started coming my way because I didn't

when I started making content I didn't I

I don't think any of us thought that

these Avenues were actually even

possible um for us so I was very

surprised with it I've always loved

acting uh and I missed it after I quit

theater M um so when it came I was like

okay I'm going to give it a try but it

wasn't conscious no it just kind of

happened is there a hierarchy in that

world like I know there is a hierarchy

between TV actors and large screen

actors uh when a influencer comes into

that world uh is it tougher like are you

treated the same as an actor actor um I

feel like I also happen to be very

fortunate to become an actor at a time

when it's

when the lines are slightly blurrier

than they were before I feel like OT

really opened it up for actors where now

if you see like for example seeing what

a Karishma Tana is doing or what a har

bja is doing like it was it's just crazy

seeing them uh because now suddenly I

don't think that I don't think that

hierarchy is there where you know if

you're a TV actor you won't get cast

because TV film theater everybody's

doing OT I don't mean from a casting

lens but from a societal hierarchy

perception lens

I think there is unfortunately there is

there's even there's even classism

between platforms if you're a Tik tocker

a facebooker a YouTuber or an

instagrammer it's like YouTuber is like

class one citizen then instagrammer then

then Tik tocker then Facebook is that

true yeah that I agree do you agree with

the classing what did you say again the

order I think YouTube Instagram Facebook

uh Tik Tok Facebook I think um see the

people who there's a line that I think

Kunal sha had once said which

is uh screen profile right like um the

bigger the the bigger the screen uh the

higher the status totally right so movie

you perceive perception is very high

status and then for a long time it was

like television came before digital and

I think now digital is kind of

penetrating a lot of it mostly my thesis

is that hey if if you own distribution

you own eyeballs no matter what where

you move to the eyeball balls will

travel there and it's playing out in the

OT world like ban has his own show pra

has her own show um but I think like

it's still plays out in ways like like

if a if a you know an Instagram Creator

gets a holding right they're on a hoing

it's still a huge moment it becomes the

real saying oh look I'm on a hoing even

though every story gets way more

eyeballs than a holding aing a hoing

like a billboard oh you were in a

billboard recently I was yeah a candy

thing yeah with candy and yeah so when I

was in a billboard it's like the

billboard gets Fu 10 views 20 views

exactly but the picture of the billboard

on

Instagram so many likes I have something

to say about kuna thing the screen uh

what what what did you say that the

bigger the screen is the bigger the

screen higher the

status and then combining it with this

whole us getting older and times

changing I'd be way more excited to meet

Joe Rogan than Tom Cruz because Joe

Rogan's affected my life so much in the

last 10 years yeah and I'm not at allzy

I'm like a core Millennial but I can see

how my thought process is becoming Morey

just because of the times and I'm sure

that a lot of genzies would say that

about the digital stars who have

survived in the long term like I I don't

care about meeting Hollywood actors I

would care a lot about meeting naal

ravikant and Joe Rogan and Tim you think

that would be true for you uh it it was

true even in the previous generation let

me explain

how like in our time it would be

insanely to hang out with an MTV VJ it

would be very cool right cuz they were

not movie stars but they were the other

cat R right like I'd give leg to hang

out with r so it was the other category

of someone that you saw regularly you

know you'd see a movie star twice a year

but here were VJs Who You'd see every

day and similarly now for people that'd

be watching n every day so that feeling

of oh my God I can't believe this moment

is real uh happens more when you see

someone regularly so I think digital

folks have occupied that um so it's it's

been true for multiple Generations I

think it's not just now actually very

interesting and the kids of today the

amount of time they spend on devices not

watching movies the number one

occupation for that people why for today

especially kids is influencer yeah you

know that's the reason why we were doing

this uh so this show is typically around

people who want to be an entrepreneur

yeah so whatever a 20-year-old boy or

girl needs to know about entering a

certain industry we try and hit that and

give them all the info that is required

like we did one around starting a

restaurant recently we did something

else before that uh it has become so

important even for people like me uh an

entrepreneur to build distribution cuz

paying for distribution takes away so

much of the Delta you might have uh that

a distri that a person with distribution

brings organically yeah uh I think we

left off at they said what they think

about proa you did not they said

hardworking hard workking no I I said I

said that she's representing India to

the world but if we're speaking of

hardworking I want to mention something

about N I don't know anyone who works as

much you just said that about her no I

didn't say that about her I

didn't Jud hard who works harder noero

him him him for

sure Works incredibly hard and I think I

once asked I won't mention what he said

but I once asked saying what drives him

and he's got like an ambition and a

purpose that is intensely strong you

know um that I think is like I I I don't

feel that what what feels I also feel

like with him he's always so aware and

so on like I'll at least at least 20

times a day I'll have moments where I'll

just zone out and I'll not kind of keep

up with but anytime you meet him and i'

I've seen him at 5:00 in the morning at

a breakfast buffet I've seen him at 2:00

in the morning at a party with a drink

and I just feel like I mean I I had the

drink me I had a

Dr but um every time I've had a

conversation with him it's never been

dull or it's never been kind of like you

know it's not it's not small talk which

I appreciate each of you have a

different Journey from whatever

profession to content creator yeah to

another profession actor

uh

businessman uh social change maker no no

no entrepreneur

entrepreneur I'm not a social change

maker entrepreneur sounds cooler than

businessman businessman sounds like I'm

sing hustler hustler yeah what am I you

are you are King n right you are poster

boy Bangalore poster boy and ran I think

I did a little bit of Entrepreneurship

but I'm back to being a content creator

and I want to stay here I I'm really

enjoying this wow bro get out please get

out it's mentally hard it's it's it's

horrible in some ways uh but it's also

beautiful in some ways because I think

over the course of my 20s my priorities

have changed a lot and I'm really

enjoying the work I do because it's

truly not feeling like work it does feel

like spending a lot of hours creating

that many podcasts and that much content

but uh I think I've started craving

heartfelt messages and and impact in

people's lives much more than I craved

money and numbers and growth in my 20s

but I get to say that preneurship is not

money and that's the biggest surprise I

I also have the luxury of having really

active co-founders who are growing the

businesses and allowing me to just chase

the content creation game because of the

distribution thing you said earlier

which is sorry yeah sorry uh B the

easier way of saying that is if you're

more famous you reach out to more people

you can sell your product to more people

eventually which we're seeing with all

the businesses that are being built out

any but I'm going to say something

controversial sure at some point you

will not get more famous at some point

you will saturate every single person in

India that could potentially like you

then you'll have this amazing and sad

Decline and then the platforms want to

show a different face a different

podcast a different name and then ah

what do you do then so I mean I try I

are you fun at

parties see that is I had a drink when I

saw

it I'm just saying there's a shelf life

to Creator life I I think so interesting

I think so and I intend on exiting

Creator life at some point but also

cumulatively I have like a bunch of

channels we have a lot I'm not like

number dropping you but like we have

like 20 to 25 million across those

channels I'm I have a huge amount of

distribution yeah and the thing is we in

a country of 1.5 billion people people

1.6 I don't know what's the number what

1.6 billion people

1.3 but we added 300 million now in the

last 10 seconds so never really know you

never have an exact you're rounding

error the whole pop 1.5 for the sake of

conversation what is 25 million people

in front of 1.5 billion people to

capture and i' I've I've got these 25

million people over the last 8 years so

even if I continue for another 20 years

I think I'll reach a really large number

but also I have an English Channel and a

Hindi Channel and my intentions with

English are very International my

intentions with Hindi are very National

but your problem is not the population

of India it's the social media algorithm

eventually they will say I don't want to

give this guy too much distribution

because the best interest of YouTube is

to have a new Mr Beast every 5 years

which is why I'll also be aggressive on

my Instagram can you tell me can you

tell me why why that is why will YouTube

benefit from creating a new Mr Beast

when there is one already because

imagine a world in which on YouTube we

only watch Mr Beast as the number one

creator for the next 30 Years that is

not actually in YouTube's best interest

you want new faces I mean just like

Hollywood you want why can't there be Mr

Beast plus plus because in the content

World there is the power law in which

20% of the creators get 80% of the

attention the power law is massive here

so it's not like everybody gets one

million views Are You Hell happy no it's

like if one person is slightly more

engaging they'll get 10 times more than

the the the one next to them except I

think like it's not as Sinister as if if

you just take this clip out of context

it's like Susan vki is sitting down is

like enough of Mr Beast now Neil Neil

moan Neil Neil yeah uh love you Neil

um it's not as Sinister as that sound

it's just what happens is that look all

platforms at the end of the day digital

platforms are trying to grab eyeballs

from other platforms so they all

eventually tweak their algorithm just a

little bit and it sometimes it can take

creators by surprise that oh X thing was

working for so long and now it's no

longer working some of this is a

byproduct of just general audience

fatigue which is if I if like I know I'm

the type of Creator who am a binge watch

type of Creator which is people come

into my they're going to watch me

for three months and they're like I get

I get this thing now but I'm over it I'm

going to move on so my attrition rate on

my viewers I look at it as okay this is

a three to four month game and that can

take creators by surprise and in the 10

years that I've you know 10 12 years

that I've been around and there there

have been we call them batches of

creators like there are creators who

come in batches and then you know four

years later you got to reinvent yourself

or else the next batch will take over so

on and so forth but so let me be the bad

guy and sound the alarm to everybody

listening and watching this podcast

which is guys you must plan and engineer

your exit plan when you make it big as a

content creator because no one sees the

decline because you're not getting the

views the decline is often times very

lonely no one has seen the decline of

like the Hollywood celebrity but you

just haven't seen them in movies but you

totally forgot about them so you must

always get an exit plan which I believe

should be other entrepreneurship or

acting or books or whatever and how long

do you think this journey typically is

if you make it as a Creator so I I would

love to hear what you guys think I think

life is goes in seven-year chunks sevene

how did you come to this number that's

interesting uh so there's a we're just

talking about it the seven-year itch we

have something in Hindu culture as well

years of good luck bad

luck interesting what is the average

marriage in India in in the US and the

average marriage in China it's 6.6 years

oh really why is that is that all well

in India is probably 70 years

average why why are people still getting

married then n we not going to discuss

personal problems

now iing saying your taste buds even

change your Sills and your body change

every seven years what kind of taste

buds every somebody told me this don't

quote me in this but every cell in your

body changes every seven years ah how

long did you and alen date seven

years no wonder you're so confident with

the numbers who whose tast but

changed yeah interesting I I yeah that

seems fair how long have you been a

content creator since 200 so I began by

doing standup which is technically

content creation that was 2009 is when I

started doing stand-up so you've done 14

years wow 14 14 years and before

itations different formats different

formats actually before that I was

writing for television so I started by

writing comedy first then I started

performing comedy then I did YouTube and

then I started doing I've started doing

everything else I was one of the first

20,000 people who followed aiv on

Facebook oh really for the aiv podcast

hey but you guys should now introduce

yourself cuz I know you guys but people

will want to know uh um I introduced

myself on this podcast like four

times T is like the OG he's like

co-founder of this podcast coer for 20

companies too everyone I meet in

Bangalore now is like T is my co-founder

he's taking over Bangalore are you

franchising the founder yeah either

co-founder or he's written the ads or

he's doing some marketing work with them

like I'm not kidding I'm working with

tan on five different things so funny

yeah that's maybe you could have just

said

I enjoy working with but thanks

for um yeah I think I began as uh I

think to put it

suly I began as an artist and a comedian

and now I'm exploring my entrepreneurial

Side by doing a bunch of different

things but I think at the heart of at

the heart of it I would I still

introduce myself as primarily as a

comedian uh you know amongst all the

terms like comedian influencer creator

entrepreneur I still find saying I'm a

comic to be the coolest and or the most

accurate version of you feel like in

life you associate where you make the

most money to your vcation oh that's a

very good question ooh super interesting

question I

think can you rephrase it do you think

in life you want to associate yourself

with the vocation that makes money if

you do five things in life yeah yeah

when somebody asks you what do you do do

you say where you make the most money

cuz I have this question asked me so

many times and I wonder what should I

say

now no I think for me it is I still go

back to I I still introduce myself to

people who don't know me I'm I first I

say is I'm a comedian uh which maybe not

not not be the best idea now cuz people

often respond with okay this dude is

going to be funny or he's going to roast

me or whatever but I don't know I find

that to be a comedian is like an

attitude of just leading life which is

you know it's a little

anti-establishment

inherently a little anti-establishment

like so I find that to be the most

appealing even now like like someone was

telling me the other day saying T you

should document your weight loss Journey

you should have a camera guy follow you

and make those reals and you know where

you're losing weight and all that kind

of stuff and inherently I was asking

myself saying why have I not done that

and I feel I feel a little cringy

talking about my achievements cuz it's

such a it's such a weird thing to to to

do whereas comedians are much better off

like no comedian wants to get an award

comedian want to be at the back of a

room making fun of everybody who's

gathered here for this thing I'll tell

you an interesting story uh I was

reading this book some book on

History Jesters in courts comedians in

history have been part of culture for

hundreds of years thousands of years

they always had a very relevant and very

important role in every Court mhm uh a

lot that could not be spoken about open

because of societal conditioning the

Jester's role was to bring it into

people's subconscious while making a

joke about it and getting away with it

so the very first Jesters had crowns on

their head they they had almost the

importance in society that a king had

because these guys could actually speak

their mind where nobody else could

that's cuz they were pardoned for

speaking the truth yeah yeah so it's

inherently anti-establishment so it

feels coolest coolest is that why you

say comedian yeah I think I think that's

why instinctively I want to go to that

cuz I still think of it as the coolest

term to describe when I think of you I

think ad ad maker H now marketing

marketing yeah yeah 100% yeah even I

think comedian Every Time I Think of You

interesting writer and comedian what do

you what do you think I think elder

brother

oh this you know the thing is the

thing is every time I see every time I

see like a comment that says ran you're

just so annoyingly positive all the time

etc etc I'm like you guys don't even

know the real life version of him he is

5X more annoying in person wants to meet

you give you a hug kisss you on the

cheek it's so frustrating you know when

I was younger my mom would watch uh

cotti zind

and thank you so I have seen a few

versions of miir a few versions of Tulsi

ganga like all the characters I remember

them

vaguely ranvir would make such a good MI

oh my God that is so true that is so

true sorry I got too excited he's like

the dream son-in-law you guys are my

friends I'm friends with all of you at

this table my friends know this about me

but for some

reason there's a Playboy image that's

spread that's really not me dude I want

to get married I want to have kids I

want to impress my mother-in-law that's

what I really want to do how you as a

Playboy yeah not do I my friends don't

but apparently that's become an an

image

m i I had a I had a series of videos on

my Hindi Channel which were basically

about personality development okay and

the context of the time is this is just

when Reliance goo had come out and the

internet had become affordable in India

so the Indian audiences were waking up

to International standards about

multiple things now one of the things I

figured that people wanted to learn was

personality development like learning to

speak better English learning table

manners learning etiquette uh which we

take for granted while we're growing up

in urban India I tried making a video

called Five personality development tips

no one clicked on it then I made a

series of videos

called okay but the which means how do

you impress girls okay but the content

was the same it was personality

development but that branding stayed

till now that's one of the downsides of

content creation I've so much to say

about the downsides of content creation

over the years that um people don't

understand that we're growing up in

front front of the world we have to

inherently and sometimes made to grow up

yeah yeah that too you know when I see

you yeah I

think good guy at

heart vulnerable to a large

extent

but persuaded by too much in life not

Playboy at all I feel like overthinking

relationships maybe

yes over

complicating the notion of Roman

a romantic relationship and trying to

break it down and make it work and all

of that maybe yes but not that when I

look at

tme I see

you when I look at tme I see somebody

who is about to become a Playboy oh wow

the that is why he wants to document his

weight loss Journey also on the cliff

like you know on the other side is chaos

2024 I mean like fun chaos but I I feel

like he's he's walking up that cliff and

then he's going to go to the other side

and dive I know T So intimately because

I have my first job in life before I

started content creation I was a fitness

trainer like right after I'll tell you

the story ranir and I started speaking

because ranir should send me drunk texts

on Facebook Messenger what he would send

me he would get drunk and he would text

me saying bro I just love you so much I

just want I just want to lift weights

with you bro I just love you too much

like they he used to be so loving that I

was like all right all right just come

just come this is like in my final

semester of engineering College when I

knew that I'm not going to go down a

traditional route i' got a Fitness

certification done and I figured how

much money there is to be made as a

fitness trainer cuz my ultimate career

goal in life was to set up three gyms in

Bombay and guys I really tried to get

him to not get into content to be fair

to me I tried to tell him to do the gym

thing but it didn't work out no so one

of the things I'm always going to sorry

I'm getting romantic with my elder

brother oh my God but um there one thing

I'll always old to him um so I started

training people because it was paying me

really well and I was working on this

app I wanted to build I wanted to build

like an Uber for Fitness coaches you can

sit at home and like call a uh train

call a yoga session call a weight

training session whatever yeah what an

awful idea yeah in retrospect I

understand it but at that point my only

skills were Fitness marketing and like

some wild business ideas I just wanted

to get started to train myself I started

training people actually one of the

people I trained was him and this is

when influencer marketing didn't even

exist in India was this before beer

biceps this was just when yeah a little

bit before little bit before things took

off and um I literally didn't know that

influencer marketing existed as a

concept tra we we trained for like maybe

like a year-ish no no six months stops

but those 6 months were like education

for me about um the wave that was going

to come which eventually let to the

formation of Monk entertainment which

led to me quitting fitness training so

thanks no but that happens when you talk

to tan every time I have spent time

talking to him there's always so much

Insight in just not what not what's

happening now but what's going to

happen so a lot of the conversation

today because I was thinking about it

after we left also was what's going to

happen and what the next step should be

and what he wants to do so I like the

fact that he's always been someone I

feel like who's always thought of the

next step and take it forward and that's

helped a lot uh that's been very helpful

for creators like us a lot because we

didn't have that uh um knowledge or we

didn't have wisdom to even know where is

this going and how to take this forward

but this is a this is an annoying habit

of mine which is when I meet other

creators uh I really like to tell them

what I'm at all what I'm thinking but

it's it's it's got to be with someone

where you think there's a safe space

where you can really talk about what

you're thinking without them being like

do you still think about

aib uh yeah cuz it shows up on my

timeline every now and then and I watch

the videos and I'm like still good still

good it is yeah it's still good I think

Comedians and politicians together form

some of the smartest people in society I

want to I want to take that and just

want to widen the widen it a little bit

like me and you have discussed that I

think a lot of the traits that

politicians need which is effectively

Mass manipulation is what Creator SL

influencers need today we're going to

have a Creator president very soon yeah

we almost did with Trump but yeah like a

YouTuber president is going to happen

it's going to happen right that's that's

a good one actually it's very possible

you learn too much and you have access

to too much data like you you're able to

almost I I don't want it sounds arrogant

to say you can almost predict the future

but when you have that much data you can

almost predict the future but you also

get trained on criticism you get trained

how to block negative comments like you

you really get this like crash course

like I feel like if I run for prime

minister of any country I feel like I'm

ready I'm ready what are you going to

get okay you're going to say bad things

okay I already get them now uh you know

I need to make videos okay we're already

making the videos we have the editors

like you want a slogan for the campaign

we have the marketers like what else do

you need that's it you just need to

reach a million people do you think that

could happen here in

India uh I think so yeah I think in 10

years time is anybody on the cusp do you

see any politicians bar creators anit

Bay you know him Ram b r ban the guy who

75 hard is he a politician now he's not

but someone like that could gain that

much um that much distribution in fact I

think um there's like a mix of like I

think newer age politicians will be a

lot more digitally Savvy like you take

someone like Viv uh in in the US right

VI ramaswami he's a Creator every day

there's a schedule and he goes and

shoots something and there's like five

clips of it that come out and you have

to be a a Creator quote unquote if but

do you think the voting audience is

essentially I don't think it'll happen

in India anytime soon how many how many

million smartphones in India now nikil

600 million 67 million that's that's

your that's your word Pace cuz they all

they all are watching stuff um I think

all eyeballs are going to be through the

phone now so you will have to be a

Creator if you want Mass Appeal like

that I think it'll happen in a 30

million pop by that logic would have

assumed more TVs in India than

smartphones or access to TV so I would

have thought TV actors would have become

po but that time is changing I mean film

yeah we had Bollywood kind of going that

way not not truly not in a manner where

it moved the needle per H so I've I've

asked some friends of mine from the

world of politics this question and by

that I don't mean politicians I mean

people who work in I don't know how you

frame this like in during the elections

they help with like bureaucrats no no

yeah also bureaucrats advisor lobbying

but like there's a lot of work that goes

behind uh even carrying out an election

and then from the political parties

there's a lot of work that goes into

swaying the vote in One Direction in

different constituencies so there is a

whole other skill set involved when

you're actually beginning that political

career in order to win the elections but

it's a learnable skill set and I think

this content creator thing is actually

the bigger skill set about like

affecting masses uh I I think there so

there's this YouTube channel I've

followed for years it's called Charisma

on command it's one of my favorite

YouTube channels ever highly recommended

nice it's about social skills and it's

about media skills I think so much of

media's communication and what what

people understand from the words you're

saying uh they analyze Trump and I think

most people know this about Trump now

but he would say very basic things

repeatedly yeah that's actually what

content is in the long term when people

think of your brand as a content creator

they'll associate certain words with you

like with me I know it's positivity

motivation beer biceps is my favorite

YouTube channel that's interesting what

is it with you guys what is your

Narrative of you you're trying to put

off me H okay um that I'm generally

curious I you you can't fake it the

thing is if you're a regular creative

especially if you're going to be

consistent you can't fake it so my

strategy would be what am I naturally

curious about and just turn that into

content cuz that automatically makes the

most version of you go out um but you

can't fake who you are at least not for

very long but you can control showing

people how much of you like you you can

do that like is that accurate yeah I

think so especially podcast it's

impossible after one hour podcast this

is who you really are yeah yeah like

that's why presidents you really don't

go on podcast more than one hour or two

hours it becomes you know the third hour

is like that's where you make the

mistakes that's why n shoots for like

six yeah but me this each of us deep

down are completely different not

completely but slightly different from

what we project cuz we we all are darker

right I think any philosopher would say

Mar used to say this right like a prince

needs to project AB bcde e but he

actually has to be something else like

being generous I'll take one of the

examples like being generous for a

prince or a king is not a good thing

because if you're a king and generous

people get accustomed to your generosity

and they forget a world before that and

then you have to increase taxes to

continue to be generous and when you do

that they go after you so as a king you

need to be a completely different thing

but you need to

project a bunch of things you know

virtuous moralistic

generosity uh ritualistic

religious these are things when you

project upon a society that resonates

with you mhm uh the odds of you staying

in power for longer are probably higher

so when you say

authentic do you mean truly authentic or

do you mean this mask that you're

projecting which is slightly authentic

but not auth authentic enough to get you

to trouble interesting so I like to

think of it as you know in if you're

playing FIFA and you select a character

you have like seven attributes show up

so the digital version of authentic

would be what are some of the attributes

that are actually true right and those

are the ones you choose to project cuz

that's what's that's what's the closest

version of you but you can't truly be

fully authentic that's a that's a su

that gets you into trouble 100% because

nobody's fully clean and unfortunately

when you got to be when you got to be

public you got to try clean is the wrong

word I feel like every human has

different personalities a side and B

side he has a outside and he has a

shadow I've met hundreds of creators and

I think you guys can can relate to this

you you see their content and and then

you meet them and actually the thing

that surprised me the most is that most

creators are extroverted in the camera

they're very excited they're very

energetic but when you meet them they're

like in the corner just by themselves

like not talking to anybody they're like

wait is this the same person so I I

think the yeah you're right there's

still extroversion versus introversion

most creators are actually introverted

that I realize which is shocking they

only like talking to a camera they don't

like talking to humans um so there there

is a dissonance there is a difference

between what you see on YouTube and what

you see in real life and I would even

argue that we're all a bit more than

what we make our videos about 100% yeah

so you're saying in summary there is a

young Creator who young wannabe Cur

Creator content

creator nice

Spider-Man

spense say a young

20-year-old wannabe entrepreneur trying

to build distribution through content

creation what we are saying is he has to

be authentic but to the

extent that is acceptable in the

societal Norms that he lives under and

he still has to do one or two things to

resonate with the audience there has to

be authenticity but not not beyond the

point but n isn't that true for

everything isn't it true for anytime you

are effectively speaking to an audience

be it as an entrepreneur talking to a

thousand employees in the company I

think anytime there is a major public

interaction there is a degree of

performance MH that almost is

uncontrollable it just even if you're

not speaking to anybody why do people

dress up yeah why do you put your nicest

clothes because you want to show a

different version of who you really are

why do people put makeup on that's human

nature I think so we shouldn't blame it

on the creators for being different in

front of an audience yeah for sure uh I

mean no one's blaming cre I think n is

is delving into the I'm trying to figure

out what works yeah I I have a compass I

follow when it comes to this

authenticity thought uh in my head is

that the larger the quantity of content

that you release the closer you get to

your actual authenticity but ideally you

shouldn't go to 100% because of the

second point which is that everything

you say should be true but not

everything that's true should be

said you got a lot of hate right like

recently and I've tried to like

I know ranir for a long time okay I know

ranir

from a few years ago when he was younger

and I remember him interviewing me or

doing a podcast we did one together and

I was like this guy is so good he

organically has a way to put you put you

so at ease that you're so comfortable

talking to him and he's agreed and he's

always been such a nice guy through and

through when people were saying so much

crap about him I was like you know I

called him up I I do call him up and I

say you know like don't take this to

Heart Like if somebody's making the

effort to look up ran search him on

Twitter and then go there and write a

comment yeah but how do you put up with

that but that's a big part of being a

content creator right yeah I'll give you

the 100% honest answer I went through a

hole of a phase in engineering

college and it just blew all the

emotions out of me and like I was just

left emotionless by the end of

engineering College that's not true

you're very emotional maybe I can

compartmentalize it well but I I'll tell

you there's been two phases where hate

has affected me the first time was when

I first had a viral video like an allout

National viral video where I spoke about

Amir Khan Amir Khan and Amir Khan you

know am Khan is uh he had a big Fitness

transformation and at that point oh yes

I made a video about how it's probably

not completely natural oh wow and uh it

was just a suggest suggestive video but

that's the first time I blew up as a

Fitness content creator the second time

was fairly recently where so I've been

cancelled a lot on Twitter over the last

like since Co began like since does it

get easier yeah what do you do like

these young people we are encouraging to

build distribution to sell the brands

they later create they will get

cancelled yeah so is it best to like

shut up when you're getting canceled and

ignore it um what is like a tip it's

it's too subjective because the

cancelling

sometimes it's truly your fault and if

it is you should like address it uh yeah

but I also want to push back against the

word cancel there's no such thing as

cancel you cannot be canceled on the

internet it is the algorithm has no

emotions you see the algorithm is like

right ring or left ring it doesn't care

you create content it's interesting

enough it shows it to people so you can

say you're cancelled but you come back

next video and you get the same number

of views if not more the question is

what do you do when there's push back

from the audience and the way you should

look at it is push back is the most

positive thing that can happen to you as

a Creator if you get cancelled or pushed

back you have cracked it yes you are

finally relevant enough to hate it it

it's very the opposite of the opposite

of Love isn't hate it's indifference

yeah exactly opposite of Love is that

true in this very true people again

we're using the word canceled because of

a lack of other words to describe that

situation where you're receiving a

tsunami of criticism on the internet uh

now it boils down to who you are

subjectively on the inside as a content

creator are you someone will absorb all

of it and feel bad about it or are you

someone will absorb all of it take the

the feedback and then improve your

content for me my game has always been

quantity you need to know your own game

and your own strengths as a content

creator not I'm not the smartest not the

most creative Creator but I can create a

huge amount of content that amount is

good enough for you to show your

improvement show that you absorb the

feedback and eventually those same

people people who've been pissed off

with you for that one thing will say

okay we've noticed now that you've

corrected your mistakes and admitted to

doing the wrong and in some cases where

if you don't agree with what you're

being canceled for don't respond so

people need to understand another thing

is that creators are change makers when

you make a video you are affecting

change in the world every time you want

to change something there is resistance

if I try to change the location of this

cup there is resistance of the cup

towards my change if you try to change a

country there is resistance that's why

every politician in the world gets death

threats because they are the ones who

are making the most change is that

something a Creator should actively do

uh if he is anti let me not say

establishment but anti- public opinion

he gets more traction you will get more

yes you will get more traction if you

are that so is that a hack like you look

at in general extreme opinions will get

more traction yeah the hope is that your

extreme opinion is not bad why is that

like because the negative feedback loop

sooes sooths our psyche in some weird

manner if everybody is saying a certain

restaurant is good and if you were to go

online and say this restaurant is

crap don't go there bad bad

bad more I feel like we also love

drama a strong opinion about anything

creates a market for the antithesis of

that opinion by itself because everyone

is on line trying to build a brand one

of the easiest ways to build a brand is

to be contrarian so every single strong

opinion automatically creates the

opposite market so unfortunately in

social media every year there's roughly

like six to seven opportunities to go

guaranteed viral guaranteed right any

video you make about a topic it will go

viral unfortunately a lot of people

utilize that just to get attention for

example Israel and Palestine right now

anybody make a pro Palestine video I I

guarantee you millions of views uh few

years ago there were wildfires in

Australia anybody that made any video

about that oh there was protest in

Bangladesh anybody Farmers protest in

India these are all opportunities for

Content creators to get attention even

if they don't care about the topic and

this is just take a contrary this is not

not just the cont this is everyone n

this not the contrary they're saying

like if everybody saying okay we need to

protest with the farmers for example

which I didn't understand what what it

was about uh you will get the views you

will be become famous in those six

chances every year and I've seen people

who know nothing about Indian politics

or local Indian Affairs just like

Rihanna

oh that's the one now I remember Rihanna

was like I'm with the IND was like what

did rean know about this yeah but it

became cool to say that it became cool

to say that tribalism right now has it

become cool to say Pro Palestinian stuff

it's become cool why is that because

there's two billion Muslims in the world

and now the minute you promote and you

support this topic every Muslim will

want to support you as well so you see

that tribalism happen even if people

don't know the intricacies of this very

complicated conflict which I'm part of

for 75 years if things were this easy

man it would have been solved I I want

to understand like I've heard every side

there is we don't have enough hours in

this podcast for this no give us like

give us a brief history of you you're a

Arab Israeli so I'm I'm I'm Israeli

Palestinian explain where were you born

start from the beginning this this I'm

curious about genuinely a fascinating

story like interesting St look when

people look at Israel they think a

country for Jewish people what they

don't understand is that 20% of that

country is not Jewish and what they

don't understand is when Israel came to

existence uh there there were other

people living there and some people left

some people people got kicked out some

people died and some people stayed

inside so my ancestors are the ones who

stayed under Israel so one day we woke

up we're like okay we're Israeli

citizens okay so there were a certain

number of Jews there there were a

certain number of Arabs all of these

were the West Bank Gaza Golan Heights

everything in between was one country

did it have a border it was was was it a

Sovereign Nation was it one no there was

there was the British Empire it was the

man British it was a British Mand

and then before that it was the Ottomans

so it's very complicated to like

actually say oh there was one country

here but there were actual people living

there the land that belonged to the

Palestinians in my naive yes the little

bit of information from the few books

I've read kind of information The

Landmark that they had has been

consistently going down with time for

for the average person who doesn't want

to go to the details there was 11

opportunities for peace and they were

squandered for different reasons

sometimes it was Israel's fault fault

and many times it was palestine's fault

right but eventually the leaders in

these positions have come to realize it

is more popular to wage a war than to

wage peace in the Middle East more

politicians died from Making Peace than

from making War explain I'm going to say

that again more politicians died from

Making Peace than from making War Sadat

made peace with Israel the Egyptian guy

Egyptian president made peace with with

Israel got assassinated RAB in Palestine

made peace wanted to make peace got

assassinated why why the algorithm wants

War the algorithm wants War I mean

eventually an extremist will come and be

like oh this politician is gonna end my

struggle which is my struggle for a

whole country and they're going to only

settle for half I'm gonna kill

them while if a politician wages War

it's like ah yeah this politician is

standing for what I want so that so

that's when I realized oh my God that's

why North Korea is is like We'll always

stay North Korea if if the if the if the

president tries to do anything different

he's the first to be

assassinated

so assassinated by by people in North

Korea who want to keep the status quo

basically the people who have gained

affluence proximity to that person

something like that something like that

and eventually in nutshell as much as we

all want peace peace is a very

politically risky move and that's why

in in the last week no one is calling

for peace because it's also risky for

Content creators I made a video calling

for peace a week ago and I got 100 death

threats why did I get 100 death threats

for calling for pece because this is the

time to call for justice for war for

getting back what what we deserve and

all that stuff the algorithm wants War

like that to me encapsulates but the

human algorithm exactly the human

algorithm wants Justice the algorithm is

very human the algorithm Bally telling

you what people want yeah I love like I

love and respect and admire um just no

being able to talk about this with this

much cion cuz I don't know if I have the

courage given where you know what what

he has been through and or what he might

go through to bring it back to content

creators this is why we need content

creators who are able to say what they

really want to say even if it costs them

their their life yes you can create

content and make money you can create

cont and build a business but the point

of content creation is as you said

social change we must change the

narrative on Muslims on Jews on Israel

and Palestine on India Pakistan I think

that's why we're all here but there's a

different kind of content creator who

wants to entertain and that is also good

too so ask yourself do you want to be a

content creator to build a business to

entertain or to educate how far do you

think the first content creator

assassination is oo I think it probably

already happened yeah to a female

content creator somewhere in the

world I think but the point he made is

so relevant I feel like with a

cooperation disseminating news they're

bound to be biased in one form or

another I think the role of a content

creator in getting their actual story

out is so incredibly important for the

world right yeah it's indep it's

independent thought needs to be

encouraged but I I also think that look

there it's it's it's easy to say that

everybody should be able to voice their

opinion um but voicing your opinion is a

not necessary not necessarily the best

thing for business which most bus let's

be honest most content creators are in

the pursuit of being brand friendly

enough that they can make a living that

they can make a living uh but I also say

that you want to be king first before

you become a philosopher right like Shah

ruk Khan like Shah sh shuk said this

right um so you want you want to feel

secure financially before you're able to

voice your thought very very publicly at

least this is what I have maintained

that I think if I feel extremely secure

financially it actually the thing you're

that you're buying by making money is

freedom to express yes if I am able to

devoid my Revenue income from what I say

publicly that's the ideal word this is

why I agree with n and he says that if

you build distribution you want to build

businesses under it so you have an

infrastructure around you that can

continue to exist without being

dependent on what the comment section

says about you such a good point and I

want to give this advice to anybody

that's starting content brands are not

your friends brands are not friends your

friends brands are the first to chicken

out when you get cancelled when you get

push back like I lost a couple of brand

deals in the last month I'm sure you

lost brand deals in your life we've all

lost brand deals in life there are lots

because of something you said R you too

not yet have you ever been cancelled or

pushed back

um not not yet if you have to think that

long no so maybe this is the time say

something oh

Lord but I I was talking to TMA about

this and I agreed to what he said about

the whole opinion bit of it what I was

telling him I was like I'm so nervous

about this because a lot of times I'm so

unaware and there are so many things

that I'm constantly kind of educating

myself because it's a huge world you put

yourself out there you know like you are

there's a lot of expectations of

comments about so many things that

especially in a country like ours where

it's such a mix of people with different

likes and different kind of content that

you watch and different issues that we

kind of living it's like 15 countries in

a comment section right like it's like

it's so mixed um so for someone like me

I I'm terrible at multitasking if I am

doing one thing I'm literally not

watching anything else I'm not reading

anything else I'm not educating myself

about anything else if I'm like for

example right now I'm writing a book and

that's all I'm doing I'm so unaware

about so many things which is why this

is this is a very informative

conversation for me because I now have

context to a lot of things which I

should have because I understand the

responsibility that comes from being

someone who speaks out and who has

impact so that is something that I'm

constantly working on so I feel like for

someone like me it just it it is a tough

space when it comes to uh having that

opinion so if I was a brand I would

throw all my money at you as they have

as

they because you are so safe I can

associate with you and you'll never be

cancelled for saying something stupid

about Israel and Palestine so so that's

why this is a good strategy actually to

to build a good

business unfortunately we have a big

mouth and so I've realized that now that

I lost a million dollars from making

that video from a brand

deal Community is the one thing that

will stick with you no matter what you

say yeah so now I'm building only

community based businesses that's I give

me an example of what you mean by

community community based business is

basically I want to make my money not

from a brand that gives me $100,000 to

make a video whatever I want to make my

money from selling a product to the

people that follow me everywhere around

the world for example it's Nas travels

so we're creating this group trips

product where we take you on a trip to

Ecuador to see Ecuador for a week

together so even if I get canceled by a

brand

and a person buying my product in

Colombia does not care that actually

makes sense yeah are you doing that too

yeah I'm working on building businesses

that can Leverage The distribution that

I have and I think this is a good

strategy for every Creator especially if

I mean a lot of creators who aren't in

the entertainment section usually

already have this built-in like you know

sharan for example has already thought

of it a lot of folks who are into educ

ation have ech to fall on but it usually

it's folks in the entertainment section

that kind of have to think about well

what is the business that I'm going to

build cuz my whole business is I'm going

to play an ad in the middle of

entertaining you uh so one of my Natural

Instincts was I love writing content and

I've written comedy my whole life so

writing advertising marketing that sort

of stuff came naturally to me I moved to

Bangalore I realized that oh there's

there's a there's a big section here

that could do with some of my advice and

so I start you know advising startups

and that that sort of thing but this is

super useful advice and I think NS is

the king of this NS has done such a good

job like no one understands video like

him so now he produces video and it's a

Playbook that he taught his company and

now this company can scale for him so

tomorrow if a brand doesn't work nozar

is still okay and I think this I truly

believe that a everyone should be making

content because it teaches you sales

yeah across the board and really what do

you need to be successful you is that

making content at the end of the day

learning how to make sales marketing if

you I would if I were hiring for

marketing if there was a kid who could

take an Instagram page from 0 to 10,000

that kid is killer right most CMOS don't

know how to do this most CMOS would not

know where to spend money to make this

happen in fact people who are in

marketing jobs at Brands what they're

truly doing is exercising the judgment

on what's good or not they're spending

Dollar on making a decision how do you

know what's good or not if you haven't

done it 20 times over and seeing what's

good or no so I truly think most people

who make content content today if you

have have this experience for 10 years

there is a very good marketing job at

the end of it do you think that's

another pathway like we 100% we thought

of build influence

distribution start a business fashion

restaurant SAS software whatever

sell another part could be build

distribution get hired yes build

distribution get hired in fact I think

like nsar mentioned earlier there's

going to be a whole batch of creators

who you know who after 5 years of

traction realize that this might not

happen marketing is a super interesting

and useful career that they can get into

almost immediately because they know

more than most marketers very

interesting before we get into the

influencer influencer buts uh broadly oh

we haven't gotten into it we're going

to there's a reason why this goes on for

5 hours this goes on for 5 hours content

creator economy how big is it in 2021 I

remember this number there was this

whole U article about how

the Creator economy has added 10,000

crores to the Indian GDP it's

contributed 10,000 crores to the Indian

GDP uh I don't you would be a better

person to break that down what I

understand is it's created that kind of

employment that kind of influencer

marketing spends Etc we've been in the

space for eight I've been in the space

for eight years T has been in it longer

we've constantly seen an increase in

influencer marketing rates as long as

you stick to the game that's where I

anticipate it's going but the space

itself you started at the very beginning

of it like he started at the very 10

years right this whole Space is 10 years

it's a 10 year industry and I think

there's an article last week that said

it is a $250 billion economy now what

people need to understand is that all

these numbers are meaningless nobody

cares what they should have conviction

of is that we are 1% of the way there in

the Creator economy this is as new as

AI so let's assume the size is 100 100

billion that's what the global size

people

say we'll assume India is lesser because

uh the rate per clicks how much money

you can make out of

views significantly lower right would

you say 1/5th 1110th of it's one0

exactly 110 I mean my YouTube ad Revenue

cpms would say even worse no CU so I

have because I have international

audience and I can segment based on

Country so if I get a th000 view $1,000

from American audience I get $100 from

audience can you break down the 10,000

CR thing what what what does it mean I

would say see I know a little bit about

the influencer marketing world I have a

company called kluener I've invested

in I think the amount of money brands

are spending on Purely social media

influencers because you can extrapolate

and everybody's an influencer right if

your profession is social media

influencer like you for example I would

assume that number is between ,500 2,000

crores a year and growing by 30 40%

2,000 crores so effectively you're

saying that 2,000 crores is the

advertising pool for influencers yeah

that's how much money I'm a T-shirt

maker I give tme that much I give tme 50

lakhs to promote my t-shirt I'm talking

about things like that purely I'm not

talking about that's 10% of the economy

yeah that's there another a 90% which is

community Commerce creators making money

from their followers that's even smaller

without needing a well I think it's

going to get much bigger than Brands but

today I don't think it's very big but

but there's but in India maybe but there

actually because in India maybe the

audience does not buy so you rely a lot

on brands that maybe that's a culture

here in India but in America you're

making much more money from your

community than you're making from a

brand everything that happens in America

always takes 5 years to get to India

this has been the one out golden lesson

I've learned in my content creation I

sell in this case give me a

[Music]

second okay give me 30 seconds continue

your thought it happens in every

industry um to a large degree but in

media I've noticed that this happens

very very heavily no no no this is

you're talking cultural Trends wise but

the simple fact is India is a DA Farm of

the world and when you're are a low aru

country for let me just explain that

what I mean by low what do da Farm yeah

diu means daily active user Farm of the

world what this means is that Netflix

will launch in India but Netflix makes

the most amount of money per subscriber

around the world but for their investors

they're like we have 20 million

customers 30 million customers from

India so that looks impressive on a

global earning call right um this is why

I think we're far away from a US market

and it's not just five years away

because the degree to which you can

monetize your audience is directly

related to how affluent your audience is

and India unfortunately is a low arpu

country we are a developing econom arpu

is revenue per user go so how much money

can you extract from per user this is

true across platforms true across

creators Facebook makes faceb Facebook

arpu in India is way lower just like

Snapchat just like Netflix all of that

so no India is not just 5 years away

it's when the whole economy prospers

enough no no no no no no no that is the

pessimistic View

the optimistic view the optimistic view

let's let's all be optimistic people

here want to become creators is that in

India people maybe are not used to

buying something on the Internet that is

digital but they are used to spending a

lot of money onl physical experiences

for example last Summit tomorrow 1,000

tickets sold $77 per ticket I just made

$77,000 from India audience purely India

audience right so there is yeah it

depends on what would spend that like

yes what's the product yeah India spends

very highly on physical experium

products I would say we spend very

highly on education what is hm uh

products that give you hope for a state

that you want to you want to be in so we

do we do I mean influencers make so much

money right uh Financial products will

make make a lot of money in India

products that either save you money uh

save you money or make you more money

will make a lot of money products that

save you time don't necessarily make

that much money yes which is why courses

at Tech courses will do really well in

India um products that give you higher

status because higher status leads to

higher meeting success those make a lot

more money an example cred uh cred for

example okay higher status is we spend a

lot of money on fancy weddings wedding

wear right that's a higher higher status

thing uh we are less likely to use like

we want discounts on our Uber rights

because we're not we don't care so much

about saving minutes um so India has a

lot of money it's just people think a

product that does well in America will

do well in India but actually it needs

to be Indian ified almost a different

product needs to be sold here y I mean

it's always been the compass I've

followed in terms of deciding what where

I want to take my content as well as the

next business moves because as content

creators we don't have reference points

in India like the reference point I'm

using as a content creator in India one

uh it used to be like like you like at

the start of my career now it's a little

bit of bamd because he's the original

influencer of this country interesting

uh like I mean he influen Baba to give

Nas cont have you heard of Baba yeah of

course you've heard of his brand patan

I'm like 20% Indian at this

point I know a lot of the

references

naar that I don't

understand yeah I mean pangali was merch

merch launch you you earn trust over a

very long period of time have you tried

selling merch uh for me my merch is

digital it's my meditation app called

level superm digital right so not

physical by the way actually projecta

when we met in Davos you were wearing a

sweater and the sweater was so

interesting that it she put in a picture

got so many likes that the sweater end

up selling out at this uh uh shop I

should have won my

March so there is money in merch in

India is there yeah not in merch

necessarily but not many people who have

started influencer Le brands have done

well yeah I would say the failure rate

is 80 90% yeah okay I'll tell you what I

learned off of this meditation

app this is going to be slightly long

answer okay um basically uh we got a

huge boost when the app launched uh and

then it started trailing off a little

bit long story short I figured that now

there's too much distribution built out

this is in

2021 um we we're doing content content

is going well we're getting growth but

it's time to create a product at this

point uh I always wanted to do something

in the health space uh eventually we we

created an app with both physical

fitness as well as what item as mental

Fitness uh which was a bunch of guided

meditations guided uh sleep stories Etc

uh always wanted to bootstrap it when we

launched we got a massive response

thanks to beer biceps distribution and

it gradually started declining a little

bit over time even if we um spoke about

it in every

episode what I decided to do at that

stage was we went from two episodes a

week to four episodes a week now for

some reason this hacked the YouTube

algorithm and my stuff started getting

shown not just to uh people who

subscribe to you yeah but way more I

don't know what happened short is that

is that still as relevant how many times

you post EXP itially takes up your

audience it depends on the content for I

think I also caught the podcast Trend in

the country so um instead of my uh

subscriber rate my monthly subscriber

rate should have just doubled but it I

think it went something like four times

it went vertically I would just want to

double click on this a little bit right

so some formats lend itself to higher

top of funnel right for example duu

raati right Dro effectively is a modern

day News Channel right

so new news dominate whatever is

dominating the news if think he's doing

so much he's doing so well because he's

taking like we discussed earlier anti

narrative I don't think it's the case

with

Dro people but now with d Dro is not

Extreme as much as just an explainer of

what he thinks is going on more like a

Vox yeah so it's similarly in ranvir's

case uh you know ranvir's guests bring

in newer audiences each time and R is

able to retain some of them who end up

subscribing they're like I want to see

more of r on my timeline cuz he use a

lot of popular guests so if I were new

if I were a 20-year-old boy starting

something out to build distribution how

often should I post what duration works

today what is the path of least

resistance to get distribution so I

think a lot of people in this CH table

make long videos including you and I

don't know who the hell is still

watching this video you must have a lot

of time on your on your life okay but

the only and the best way to get

distribution today is to make YouTube

shorts Instagram reals Facebook reels

that are 59 seconds exactly which is the

one minute guy and I think short content

gets you reach and after you get the

reach you should go deep by creating the

podcast but you shouldn't start by

creating a podcast because a you've had

Fame from other places that's why your

podcast works but if if there's a nobody

now starting a podcast unfortunately

that's going to kill their dreams also

social media changes extremely do you

guys agree with what he said social

media changes literally every six months

so but for the last year or so a good

beginning has been exactly what n said

you make short videos 1 minute 2 minute

3 minute to begin with it's easier to

get more to top of funnel through short

video I agree but the Holy Grail is long

form that's that's that's the Holy Grail

I want to ask PR actually PR has done

both like she's prolific at Short video

now but you began with with YouTube like

what do you think like cuz you've done

both and and you now do a lot of the

short video stuff I was actually forced

to go to short video when the lockdown

started because that is what everybody

was doing and that was I think the only

time as a Creator where I felt like I

didn't have an option because it had

reached a point where I felt like

nobody's watching it nobody has the

patience for it nobody wants to spend

any more time so that's how it started

and I did not expect to like it I was

very resistant to short form content I

was um I was very adamant almost

stubborn with saying you know what I

don't care if the whole world's going to

make short content I'm going to stick to

I remember talking to Neil when uh they

kind of took funding off YouTube

Originals I was so upset yeah but I was

like I was coming to you with pitches I

had things I've been working on I wanted

to pitch Originals to you and you've

taken funding off because you're pushing

shorts and that broke my heart but and I

started having fun with it because then

you kind of see

um it's nice to go from a point of

understanding that if I'm making a

20-minute video and my analytics tell me

that I lost a huge chunk of my audience

at 7 seconds and then going and watching

like a 20 second video and seeing that

oh my God there's that many replays and

shares happening so

it's uh it's

affirmative but like he said the holy

gra holy gra is long also with long form

you're truly building Community because

you're developing trust cuz they're

getting to know your heart and not just

your vision yes but but let me disagree

here a little bit it's this is like

trying to swim against the tide you must

ask yourself where is the tide going if

you swim against the tide you can do

this and you still in the same location

okay always go with the winds so what is

the wins it's basically what does the

sea level leaders at social media

platforms say you should read the

earnings report you should read the

quarterly calls of Facebook YouTube and

Instagram and from listening to the CEOs

of the social medias you can guess where

the ties are going to go because these

guys control the ties and tiers where

are they going according so seven years

ago I was following Mark Zuckerberg's

reports right I was following the

quarterly earnings Mark Zuckerberg seven

years ago said uh you know pictures are

great uh but you know I I see a future

where uh in the future where 90% of

Facebook is going to be video bam let's

go video let's go right so no pictures

not a single picture of Nas daily right

what I'm trying to say is the tide

makers and the fortune makers are

actually humans living in Silicon Valley

and in China listen to what they say and

then do exactly what they what are they

saying today so right now the Tik Tok

guy is saying shopping on Tik Tok is

gonna be big and live on Tik Tok is

going to be big so I would probably try

that the people at YouTube are saying

you know no more originals YouTube

shorts is going to be the future so I

would I would index on that Facebook or

Instagram is saying what are they saying

they didn't even say anything these days

Instagram is like meta War they're

saying meta War they say metaverse right

so I would keep my eyes open like if I

was starting a 7year career now I would

probably want to start as like AI

Creator or a metaverse Creator because

in six years you are going to be at the

right place at the right time is that a

lot more expensive to create content on

the metaverse right now I mean camera

it's yeah it's it's not expensive it's

just I think 99% of the people haven't

even bought Quest yet yeah they just

they haven't tested it out million

people in the world that can watch so

what what we're saying in summary is

shorts build distribution then do long

form I I want to add something

experiential here based on my experience

selling this meditation app okay we get

about 3 to 4 million views on any short

form video that I create which is

usually emotional it caters to the

mental health oriented audience to whom

my app is also catered to I'm trying to

hit the mark I reach that audience for

sure because those reals get insane

engagement okay I do podcasts like that

as well we always get more sales from

the podcast us wow like almost we get we

get almost no sales from Instagram yeah

I want to just double click on this Nik

cuz it's not it's not as it's not as

black in white is what n is saying while

I fundamentally agree with him um think

about how you're consuming short form

content right you are actually scrolling

and something comes across and you see

it and that counts as a view to that so

when ranir gets 4 million views on a sh

probably a million of them may be people

who actively subscribe to rir whereas

the rest of them are just going to

which is why Affinity to a Creator when

they watch you for 9 minutes straight or

10 minutes straight is a lot higher

which is why movement or click- through

ratio on links that you provide will be

a lot higher on long form so short video

is a great way to get to get traction to

get traction and I would bet on like

donon said this recently right and no

said this a bit before saying that you

don't want to kill your dreams by

attempting something so audacious by

swimming against the tide what you

really want is to start feeling

confident as a Creator early on in your

career which is why short form video is

is effective for you to start that is

why yes correct there's different phases

in your life one is you're a nobody

everybody starts at a nobody we were all

nobody's 10 years ago correct so when

you are nobody your number one goal is

to be discovered you get discovered

through shorts then your number one goal

is to build a community so you make

Longs then your number one goal is to

build a business so you build a

community build a business the number

one goal is to start feeling confident

that you can be a Creator like donon

said I said that you want to bet on a

guy who's confident

about himself then necessarily someone

who's more talented cuz you can be very

talented but be underc confident but

you're not going to be effective so as a

Creator I would I would push for try and

get that one video to pop so you feel

like you can do this because nothing is

the harsh truth is that this industry

especially when it comes to money is

heavily dependent on the views you're

generating be at long form or short form

just figure out how to get the views

first and foremost then you can like go

through the nooks and Granny's off I

also feel like when you start off you it

it takes some time as a new Creator to

grasp the idea that it's a very long

game yeah it's not something that's

going to start give you overnight V

virality and then your life's set and

you're going to have businesses and a

community and stuff like that so I feel

like if you're starting off why what

they're saying is important is because

for you personally it's extremely

important for you to feel like you have

it and you to keep going to reach a

point where you'll be able to make a

community people kind of talk about the

downsides of content creation they don't

know the true picture of it and in its

core it's a chef's job you're serving

food constantly and people will forget

you after like a month of you relasing

okay so just to summarize we first

learned that every 7even years typically

a Creator life changes and you have to

use that time to monetize build

something which is outside of

creation we spoke about short form is a

good way to build traction initially

before moving on to long form yeah

listen to what the CEO of Tik Tok

Facebook Twitter are saying 100% uh hear

their earning calls and try to figure

out where they might be going to

next now what does a what are the lwh

hanging fruits like he also said Nas

said at some point that these six

opportunities in a year where by taking

the contrarian opinion you could have a

hack to building distribution I'm not

suggesting anyone should do it but

that's one hack now I'm starting today

my name is nikil I'm 20 years old I want

to build a business selling uh t-shirts

in 2 years I don't want to go the

traditional route of Performance

Marketing cuz that skews up my numbers

and I'll never make money that way I

need to build distribution to sell merch

what kind of content do I start creating

today low hanging fruit yeah I I want to

go first here I think at the heart of

either long form or short form is viewer

retention at the heart of it even if

it's short form the the videos that

perform the best are ones which has

highest viewer attention right average

view duration on that sh has to be high

and if you notice every major trend on

Instagram every major filter every Trend

that comes around is basically hinging

on what happens what's the reveal at the

end right be it the thing on the top of

your head saying what movie star

are you it it goes around for a bit and

at the end of it you'll get the answer

why is it like that because it's trying

to get you to watch towards the end so

even with short form like stuff like

um three things to three things to uh

three things to keep an eye on when

you're making your wardrobe number three

number two number one a small hack for

example you people want to stick to

number one and that's how you get people

to watch till the end number one will

blow your mind that's how people begin

begin videos at the heart of it get

people to watch till the end that's

going to get more so so that that's the

format right the question you need to

ask yourself is when it comes to the

content what do I have access to that

nobody else the world has access to

that's the question what do I know

better than anybody around my friends

yes what do I know what what is my

unique access right so when what is that

answer for you so for me right I was

like okay um I'm a software engineer but

a lot of my friends have access to like

engineering actually what I have access

to is the world I have access to Kenya I

have access to Ethiopia because I have

money to travel I have a good passport I

have access to the world while a lot of

people in India or a lot of people in

Pakistan a lot of people in my hometown

country don't have access to the world

so what I'm going to do is I'm going to

go show you Ethiopia and so my unique

value to you is it's not it's not my

beauty it's not my looks it's I'm going

to show you the world I'm going to make

you travel with me for free while you're

pooping in the bathroom and I'm showing

you Ethiopia for one minute so that's

access so question is what is access you

have access that nobody has access to

what makes you unique what makes you un

is a comedic sense comedic sense so I

you know how to make people laugh so I

take that to any genre that I that I go

to naturally another thing I just want

to add to what n said while what you

have Andrew hubman is a great example he

has access to neurological data from dat

yeah so he's able to he's able to talk

about that you're special in that one

thing that everybody cares about the

second aspect is do people care about do

people care about be surprised that

everybody in the world cares about what

J access to even t-shirt manufacturing

you could get millions of views if you

make a good piece of content on how a

t-shirt is made you can but as a

long-term plan it's what you have access

to and what the world cares about that's

your marage that's the marriage and the

second thing I want to add there is like

this is great what n said is true but

how you make your and how scalable

it is determines how tired you get over

over a 10-e timeline right uh so in my

case I'm lucky that I'm able to make

humor out of anything so I'm able to

jump genres and be I'm able to scale a

lot more lot more easily where it's hard

scale when you're traveling that's why I

stopped after seven years cuz you can't

travel to Ethiopia anymore I'm dumb

tired you know and I can't keep watching

Ethiopia while I'm pooping what do you

have access to I think for me and it

took me some time to realize that

because like when I said when I started

making content I didn't make it with any

sort of plan it wasn't conscious I

didn't know what I was doing it took me

a very long time to figure out what my

place as a Creator was I was uh very

very inspired by what Lily was was doing

at that time so that was again a route

that was set for a female content

creator starting off in comedy doing

what a was doing was a route that was

set I understood that oh I can make like

songs and I can make sketches and stuff

like that so a lot of it and is why I

said in the beginning is it was so

important for our creator Creator

journey to have a player like aibb ahead

of us was because a lot of it was really

just adapting as I kept going because I

was just winging it for a very very long

time I was making up as I was going

if you asked me where do I see myself

like if you asked me 5 years ago where I

saw myself I I had no clue uh I didn't

also expect the economy to be what it is

like that and today what do you have

access to I think right now I've come to

realize that what I have access to is

that I can tell really mundane stories

and make it interesting how through

sketches through the storytelling that

I'm doing right now through uh even if

it's a story of me working out it's m

would you put is in the depiction

category if you're able to depict

something in artistic manner that's a

USB for yeah I think storytelling for me

commentary on society and what what

makes you work because that's not really

access in a manner right why is she has

access of just talent to perform in

multiple ways she can act she can dance

I and for the person watching this you

can tell if you have access to that or

not based on how entertained you keep

your five friends I'm assuming before

this but I only have five so you got

that right but I'm assuming before you

started content you were like the life

of your five friends right so that is

your first signal that there's something

there like when I started Facebook as a

as a normal person my Facebook status

update was getting 60 likes and my

roommate's Facebook status update was

was getting six likes I was like okay

yeah if I am 10 times better than my

roommate at telling a story there's

something there so if somebody's

watching this and they're the life of

the party of their friends you can have

10 follow and I also feel like it it

gets very confusing when you start off

because it's a very singular Journey uh

when you start off you are kind of

figuring everything out for yourself in

a way that also 8 years ago nobody knew

where this was going unless I'm sh my

you that short video I had not video but

like I I just in my head I just feel

like you just knew more than I knew uh

back when I started and because you were

doing that already but I just feel like

it is it is such a it can get very

um isolating it can get very very

isolating for you so even if you don't

exactly

know how to pinpoint what you have

access to I still feel like it's still

not a bad point to start yeah it's I

universally agree with the thought that

everyone must try creating online yeah

and that gets me to my next point which

is we used to live in a world before

this is I think Gary ve said this before

where it's like you're either a doctor

or a lawyer choose 20 years ago choose

you're a teacher a doctor or a lawyer I

said either yeah today we live in the

and economy right this not my idea to be

clear and you today you can be a doctor

and a teacher yeah you can be a lawyer

and a Creator and actually Creator is

the most and job in the world you can

literally be teacher waiter seen this

play out a lot of value to your other

Prof so now we saying not just

entrepreneurs but even

professionals it's a way for doctors

Engineers everybody to find clients

right from the GU scooping out ice cream

at Baskin Robbins

totally already happening future

president yeah I what what is your

unique access today I mean we start off

with health right like he he had access

like interesting humans uh I've had like

seven real inventions over an 8-year

career uh so I don't have an exact

answer but according to me uh one is the

size of my country's population that's

one unique thing I have what how do you

have access to

that I can talk in Hindi you

[Laughter]

can't you'll see

my I don't

ethiop uh there's a very different pulse

in India like of the Indian audiences so

content for them is very different as

compared to content for English audience

and I owe it to this human here who

suggested that I begin in the content

first place that's one uh the second is

I think you as a content creator you

have to see your own Human Side also

what are you good at as a human being uh

I'm an energetic person so I think

stamina and that's just helped because I

truly believe in content it's about

quantity over quality after a point so

you figure out how to up your quality oh

really yeah after quantity over quality

for interesting always okay that's a

great tip so whenever you begin even if

you're doing one every 6 months quality

hits no no when you begin it's only

quantity game he's saying quality first

then quantity you say quality first I

learn something at least see I'm I'm

talking based on my own trajectory I

learned how to create videos you got to

have some quality no zero quality you

should have zero quality at the

beginning have you seen day one Nas it's

horrible it's I think that's how all of

us feel about all our content but just

the the ability to frame to to double

click on that the more quantity you

output the better your quality gets if

you're really paying attention so qualty

the third like strong thing that's

worked for me honestly it's a bit of a

clich answer but engineering College

because it just taught me how to think

of the world as machines it taught me

how to break derse engineer things and

now I can learn anything faster than

normal but now the reason I follow you

is because you have access to

interesting India's most interesting

humans and which the normal person

cannot get access for you today that's

for you for you today but actually

people should ask themselves whoever is

watching this ask yourself what kind of

weapon are you are you a machine gun or

are you a sniper sniper how do you know

wow I say the same thing a we are

brothers from another mother we've done

too many panels

brother a machine gun is somebody that

say if I want to kill the enemy we

should get a viral video I shoot 500

bullets and hopes something sticks and

hits the enemy okay another digression

here wait wait this is an important idea

a sniper

no well the sniper has one bullet and

gets a head shot so a sniper in this

case is somebody who goes and makes a

Netflix documentary Waits three years

puts it on Netflix becomes big Jewish

matchmaking or Indian matchmaking that's

sniper cretive is that a thing Jewish

matchmaking yeah that's thing that's a

sniper Creator whoever made that that's

a sniper one episode I'm famous around

the world a a a machine gun is a

thousand videos in a thousand days a

thousand skits a th000 podcasts we're

all machine guns a was sniper once a

month twice a month boom you

you come once once a week I'm I'm

machine gun now which is I'm outputting

9 10 videos a month okay so one

digression I wanted to ask you guys

psychology states that kids born after

the year 94 are very different from us

so they don't get driving licenses as

much people who are above the age of 18

and are applicable to get a license are

not applying as much they don't buy

homes as much they don't uh go on buying

homes as much no no they don't go on

dates as

often and they spend a lot of time on

their devices so if the new content

creators of today because the young

younger generation initially adopts

content that becomes cool if somebody is

starting in the content world today what

does he build to cater to this

generation this is a very coddled

generation right uh they're more about

rights less about contribution these are

people born in a post 911 world where

they grew up not knowing what was going

on uh they know about right post truth

world now yeah they they've had

anti-bullying in school they've been

they've not been allowed to go out and

play like you remember when we were kids

like your parents would tell you come

home by 9:00 p.m. right correct correct

like right now that doesn't happen

anymore right now the kids are Totally

Tracked uh they they have to tell their

parents what they're doing at every

point of time

so this will change the consumers of the

content that is getting created today

and the people who build from now on

have to bear this generation in I me

short video is a direct result of this

it's lower attention spans right is that

all I i' break that down a little

further the one uh human need that stays

constant is storytelling the second

human need that stays constant that's

not spoken about is feeling something

extremely emotional something that Peaks

your emotion a lot and emotion could

also be just laughing really hard on T's

reaction videos something that Peaks

your emotion heavily also this

generation like the new the younger

people that I have come across the ones

that work with me I've seen generally

have more problems dealing with

loneliness than people I aged did uh it

says that there is some kind of vacuum

there which I've seen gets filled with

emotional content and really raw content

which is also why I think podcasts are

taking off in the country people want

realism I there's a fantastic podcast

called untriggered it's something like

this but more like chill likei yeah more

genzi uh blowing up just consist

consistently catering to uh the lonely

Urban Indian because when people listen

to it they feel like hey I'm hanging out

with my friends but if these kids have a

lot more time on their devices I'm

saying they're not going out and playing

because they're on their devices so much

more strangely enough another data point

here is

there their necessity or how they

perceive work is 20% less than our

generation like when we were at that

their age we were thinking work work

work they prioritize healing a lot more

and they they are a lot more healing

from what from been injured yet by life

to be healed no but the thing is the

strange thing is when you tell someone

when you teach a kid that if tan says

something about me I can let it offend

me so much even though he's expressing

his point of view that I can have mental

trauma because of it and then I can be

depressed or one of a 100 different

things why me as an

example so I actually kind of have a

different opinion I actually don't think

today's young kids are like this like

hurt and emotion and all that stuff I

don't think that're actually I feel like

they're much stronger they get offended

a lot no I just think offended people

have a bigger voice I don't think the

number of offended people are actually

agree with that I feel like the

ecosystem has changed in such a manner

that people take offense not just to

what is said to them people take offense

to what is happening around them and it

affects them in a significantly more uh

significantly deeper manner than it did

my generation and people hold on to pain

a lot longer because they've been

thought and conditioned to believe this

generation that I'm talking about that a

it is right to get offended B it is good

to you know demand for your rights but

nobody has ever asked him that what what

is your contribution to anything for

which you're demanding the rights that

you expect you should have so I'm

looking at the glass I think half full

and I'm looking you're looking at like

right here I think that behavior

actually does affect change you think

naturally we're just going to have a

nice country no it comes from a lot of

hard like disagreements and and fights

but what are you disagreeing about

you're disagreeing about things

like I don't like this city I don't like

this I don't like that when people when

enough people come out and say I don't

like the traffic in Bangalore what's

going to happen that's going to create

some pressure on the city council to fix

traffic the question I'm also seeing you

have a point there but the the point I'm

trying to make is this person who is

complaining about the traffic in

Bangalore has become the kind of person

that you put him in any ecosystem will

spend a lot of time complaining because

the the path the part to likes has the

least resistance today than it did

earlier h earlier the path to like to

getting likes was through literally

getting a fancier job was to literally

do you would you would want likes in the

domains that were accessible to you now

just that in today's world you're able

to get quicker dopamine hits by saying x

y and Zed things as someone once said

saying you you get likes if you're

pretty witty or outrage the are these

are the three these are the three

quickest parts to like so I don't blame

the generation for for being that way

cuz that's the quickest part to like

also I feel like a lot of the young

people like he said right now because of

the loneliness that they are uh kind of

going through a lot more than we did are

looking for companionship in

causes uh like I remember a time and I

hate to say put it like that but I

remember a time where it was cool to

talk about depression now is that time

when it started it was cool to talk

about um uh bullying you know you know

there came a time where one person would

speak up about it and then everybody

would speak up about it and it became

the term started getting used so loosely

yeah uh that weed a point yeah like the

sensitivity from it kind of went away so

I feel like at this point a lot of our

young audiences are also looking for

these groups and these communities praka

that is my point I'm not seeing this

trend is a good thing or a bad thing I'm

seeing as a content creator beginning

today what is a hack to hit this market

so okay and get them to follow you we

have to make a distinction between

complaining about something and feeling

like a victim about something feeling

like a victim I agree with you no one

should feel like a victim I'm a victim

help me help me for example traffic in

Bangalore okay you can either say

because of the traffic in Bangalore my

mental health is is is is killing me and

then I cannot show up to work that's a

victim mentality right but you could

also be a change maker mentality and say

I don't like the traffic in Bangalore

because of this and this and this and

this I agree with you I'm I'm talking

about the victims so maybe we should

victim that's happening a lot now I'm

wondering because n there is there's

likes in victimhood

there's no no but the real question here

at the bottom of this is what content do

you build to hit this Market because we

know this Market is there but we

shouldn't make content to hit this

Market no but get them to resonate with

you people are people are outraging

outraging and being victim gets

likes a 2023 this answer would have been

different last in the year before that

uh right now the key to growth is

Instagram reals what's working on

Instagram reals is emotional content

what's working within emotional content

is well-made content so the bottom line

here is that the skill that should be

focused on now is how you can become a

better video content creator how can it

be better looking how can you tell a

story in a short amount of time and at

the end of your real do you leave

someone feeling like they want more from

you or from the St if you want to grow a

base on LinkedIn or Twitter you don't

don't need to necessarily make video but

if you're

outraging you think that's the way to

resonate with this Marketplace if I'm on

social media I'm seeing the best of

other people's lives would I not

automatically feel like I deserve that

too yes you would of course you would of

course you would let me give you an

interesting anecdote okay and I'm pretty

sure it will check out statistically the

ATT yeah I'm pretty sure I'm pretty sure

of this like if someone does this the

attrition rate among talent management

companies is that its highest it's ever

been all right why is that you explain

what attrition rate I'll explain

attrition rate is when people leave a

company which is the employees churn now

you ask you ask vage from Monkey you ask

you ask Vijay from Collective why is

that because 20 years ago if I was

managing talent for example if I was

managing Aran right would there be that

much Envy for Aran as a manager I'd look

at Aran make 3 CR rupees per show I

would not have that much Envy but today

if I'm managing a Creator who makes

short video video or Mak sketches on

Instagram what and this person is taking

10 lakhs per real how high do you think

that Envy is it's insanely high right

that is why attrition is going going

higher and higher because more managers

are managing Talent who are doing things

that seem a lot more accessible and

doable how do you utilize that if you're

a content creator and you know the

generation you're creating for is a bit

more entitled is a bit more victimized

is a bit more all they are alluded by

flashy life we already do this why why

do flexing on the internet get more

likes yeah sales 101 you solve for their

problems which is this I I'll Define who

I want to solve the problem for I am a

20-year-old girl in Bangalore who is

going to college not really interested

in education that much but going because

my parents have drawn that path for me I

have 50,000 Rupees a month of income I'm

earning from some side thing that I'm

doing I have 20,000 rupees to spend I